brandmanual2

Volunteering Otago
2018 Brand Manual & Research Appendix

Introduction & Vision.........01-08
Brand Identity........................09-14
Colour & Symbols.....................15-18
Typography.....................................19-22
Official Versions....................23-27
Usage.....................................................28-33
Applications...................................34-46
Research Appendix.................47-54
Table of Contents
Disclaimer: Page numbers are an estimate.

This brand manual was created
by 2nd Year communication
Design student Kieran Haldeman-Somerville.
It’s been a pleasure working
with you.

A history such as this, the history of what we know as Otago.
The province that is rich in diversity and rich in indigenous culture.
The more you look at these scenes...
The more you’re drawn to the provincial hills and mountains.
How can we forget that these lands were carved from ancient
volcanoes, and gave us native flora and fauna found nowhere
else in the world.
How can we preserve these lands and service our community?

Introduction
The Diversity of a Province
These lands have always been
in Aotearoa. Soil rich in many
different properties, leading the
paths for many tribes to set foot
across New Zealand. For Otago,
the future was paved with
gold. A rich diverse provincial
history, founded on the
heels of the Free Presbyterian
Church of Scotland.

If it weren’t for many of these immigrants,
we wouldn’t have this Settlement began. Without
al history since the European
history. While some of these immigrants
not only chose to be hardships inbetween, we
these cultural ties, and many
here, but paid for a spot on one of would not as a province have
many of the ships (The Blundell, that same connection to Volunteering.
The John Wickliffe, Philip Laign to
name a few..) some chose voluntarily
to be here.
That choice is the first of many
building blocks of Otago’s cultur-

The Vision
Celebration and support of
all forms of Volunteering
in the wider Otago regional
area. Provide communities
and organizations with willing
volunteers. To provide
training, help and support to
both the volunteers and the
community.

Volunteering Otago’s values and culture reflect the following:
* Empowerment, Inclusion, Ethics and the Common Good.
* Acheivements, Success, Helping Hands
* Experience, Maintaining and Gaining Good Relationships.
* Strength, Creation of stronger Community Ties.
* Locally based, and friendly familiar faces.

Brand Development

Volunteering comes in many forms,
it’s not just the soup kitchen or the
local events.

The underlying theme of being
a volunteer is to bring a helping
hand to any situation. Imagine being
in the midst of something that
changes the world. Now imagine
that being because you existed in
the right time, and the right place
to either add your voice, input or
your physical presence as a Volunteer.
It doesn’t matter what the specific
need is. You’re working to change the
world, strengthen relationships and
of course - continue a long standing
trad ition in your area. Churches aren’t
the only ones that require volunteers,
there’s a wide variety of things
to help with year round.
Volunteers: The Heart of our Community

Statistics

Volunteering Statistics (From Volunteering New
Zealand)
The 2009/2010 Time Use Survey found that:
Males and females spent a similar amount of
time on all paid and unpaid work activities
combined (productive activities), but most
male work was paid (63%) and most female
work was unpaid (65%).
However, among people aged 15+ not employed
full time, women spent more time on productive
activities than men (an extra 1 hour and
45 minutes a day), due to women doing much
more unpaid work for their own households
than men with the same labour force status.
Older people (aged 65+) spent more time on
unpaid work than people at other life stages
– 4 hours and 31 minutes a day; young people
(aged 12–24 years) spent the least, at 1 hour
and 46 minutes. *
* https://www.volunteeringnz.org.nz/research/
volunteering-statistics-nz/

A sphere is a circle as a bench is to a square, or is it?
Words don’t always solve problems, but to achieve something is
to get and acheivement. If that’s the case, then Volunteers are
the champions of our provincial community.
Yet if you look closely to the circle, the ribbon in blue these things
also represent the name to the organization.

Psychology of Color
Blue is commonly referred to as a stable, conservative color.
Used across various industries including volunteer, communications
and design. It’s sincere nature reflects the idea of volunteering.
It’s also now known as a strong color, representing a
sense of a strong internal spirit. It’s coincidentally one of the
two major colors in the Highlanders Rugby team, and one of the
two major colors for Otago itself.
Yellow is the brightest colour of the visible spectrum. It means
happiness and optimism; it is the colour of sun shining, or creativity
of any kind. Colours are no longer limited to a single industry.
It’s influence on us is warm, bright and engaging. As well
as being one of the colours of our local Rugby team, and the
second of our strong provincial colours.
Of course, recently they’ve added other important colors - with
the addition to the Southland team merger in recent years the
Highlanders celebrate the additional maroon hue. However, this
isn’t Volunteer Otago & Southland.

Typography
Fira Sans (initially called Feura Sans) is a humanist sans-serif
typeface designed by Erik Spiekermann, Ralph du Carrois, Anja
Meiners and Botio Nikoltchev of Carrois Type Design for the Firefox
OS. It’s freely available via Google Font, Font Squirrel and
other web based font collections.
Here you can see samples of how each of the typefaces are laid
out. Specifically in the logo, Fira Sans MEDIUM was used.

FONT INFORMATION (FONT SQUIRREL WEBSITE)
Designed to integrate with the character of the OS, the Fira Sans
typeface also aims to cover the legibility needs for a large range of
handsets varying in screen quality and rendering.

Is Volunteering Like Rugby?

Official Versions

These official logos are basic examples of the logo in
approved colours only. On the previous page you’ll
see a basic grid sketch of the logo, as well as the official
approved colour logo. Above and Below is a set of
two black and white alternating constrast versions for
greyscale/no color printing.

We all meet new people, and learn new
things while helping the community.

Logo Usage & Size
Logo Representation
What’s not OK vs What’s OK

Left align the text in the logo.
If centering the logo, remove the text and use the medallion
only.
If including a STROKE on any object or typeface in the
logo,it must only be in the black and white formats, and
only of a 1, 2 or 3 depending on the size.

Volunteering isn’t a measure of success, it’s
a measure of kindness and wellbeing.

Logo Usage & Size
Please allow for a minimum
of 1 centimetre on
each side of the logo either
square or rectangle.
Minimum size should be
no less of four centimetre.
Maximum size should be
no more than 12 centimetre
For reference here are the logos with grids for basic spacing.

The coasts which guide us to the inland
locations of our provincial gold mine.

Real World Applications
Above is an interesting concept, an application you can develop
to help further the volunteering cause. Imagine that
you could register to volunteer by mobile, as well as the
website.
On the next few pages more examples of real world logo
applications are shown. From hoodies to coffee cups to presenations
- the choices are endless.

Research Index and Appendix
Research is hard to pinpoint when you’ve been a
volunteer at least half of your own life. You try not
to use your own experiences and you try not to sell
it like it’s the next best thing since sliced bread.
In this index, i’ll be pinpointing specific areas that
lead me to design this logo and the reasons behind
it. Not just the meaning as specified before this,
but the core passion and mindset

Why Champions?
Champions aren’t the only term you could use to
describe the medal and ribbon in the logo. The
reason behind that was because I myself have
worked as a volunteer for countless community
and church events. Without volunteers, these programmes
and events cannot succeed.
Holiday programmes cease.
Night markets get sucked into the black hole.
Soup Kitchens run out of food, and run out of people
to serve.
So the idea of acheivement, rather than just a
helping hand. Because we’re not just helping
hands, we’re volunteers for a reason.
We have a connection to our community around us,
and that is why champions are what volunteers
are.
Sources:
Coastal Unity Parish, Caversham
Opoho Presbyterian Church, Opoho
Caversham 9012
Presbyterian Support

The Competition
In the world of volunteering, nobody is your competition.
There’s many organizations, and there is no one way to go
about it. You could say Salvation Army, UniCrew or even Volunteering
organizations in any country are competition.
They all have a common goal.
They all beleive in the heart and soul of the community, and
serving the people within it.
You’re not required to volunteer because of religion, you’re
not even required in general. We volunteer because we have a
choice.
Yet we keep coming back for more.
Demographics
There are no specific demographics for being a volunteer, or
reaching anyone with this logo. It’s a logo that could cross a
timeless valley into the next century if it was allowed to. The
thing is, how do you move forward to catch the eyes of people
that want to help?
Oddly, you pick the ones with the keen eye - the younger generation.
Best option for this is the 18-25 range, the ones that have
free time while studying inbetween work.
It’s not that other generations or age groups don’t have stamina
or will - but the keen eye that pays attention to the branding
and shares everything everywhere.

Affiliation
There’s a wide list of organizations on the website, and within
the newsletters that engage with Volunteering Otago. A small
list to sample:
* Iconz (formerly Boys Brigade)
* Dunedin Time Bank
* Dog Rescude Dunedin
* Carisbrook School
* Girl Guiding New Zealand
* Fair Trade Association
* Go Bus Dunedin
The list goes on, which allows volunteers to make that concious
choice to go with someone they’re passionate about.

Volunteering Otago
2018 Brand Manual & Research Appendix
Kieran Haldeman-Somerville