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SLSNZ Brand Guide 2022

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Surf Life Saving New Zealand<br />

BRAND<br />

GUIDE


OUR VISION<br />

No one drowns on our beaches.<br />

OUR PURPOSE<br />

To lead and support Surf Lifesaving in<br />

NZ in partnership with member clubs.<br />

OUR VALUES<br />

Credible, Transparent, Passionate, Aspirational.<br />

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OUR<br />

BRAND<br />

Our Surf Lifeguards are Volunteers<br />

Our Content is Engaging<br />

Our Messaging is Safety<br />

Our Images are Front Facing, Real People<br />

We are a Charity Not Fully Government Funded<br />

Our Surf Lifeguards have Mana<br />

Our <strong>Brand</strong> is Trusted and Valued<br />

We need to Connect to Diverse Communities<br />

We are in it for Life!<br />

3


OUR BRAND<br />

PERSONALITY<br />

Trusted<br />

Dedicated<br />

Knowledgeable<br />

Likeable<br />

Humble<br />

TONE OF<br />

VOICE<br />

Easy to Understand<br />

Engaging and<br />

Relatable<br />

Respectful<br />

Credible<br />

Confident<br />

OUR VALUES<br />

Credible, Transparent,<br />

Passionate, Aspirational.<br />

OUR ATTITUDE<br />

Can Do & Collaborative.<br />

OUR INSPIRATION<br />

Love of the beach and love of<br />

our surf family . . . we want to<br />

share that with others.<br />

OUTTAKE We Need You, Appreciate You, Want to Support You.<br />

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CONTENTS<br />

OUR BRAND GUIDE 8<br />

SAVING LIVES SINCE 1910 9<br />

LOGOS 10-16<br />

Surf Life Saving New Zealand Primary Logo 11<br />

Surf Life Saving Secondary Logo 12<br />

<strong>SLSNZ</strong> Logo Clear Space and Minimum Size 13<br />

SLS Logo Clear Space and Minimum Size 14<br />

Logo Example Don’ts 15<br />

Positioning Statement,<br />

Logo Lockup, Stitching 16-17<br />

IDENTITY SYSTEM 18-23<br />

Colour Palette 19<br />

Typography 20-21<br />

Communication Examples 22-23<br />

PHOTOGRAPHY 24-27<br />

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OUR BRAND GUIDE<br />

Here to empower our team to deliver a consistent,<br />

credible and positive message.<br />

Look and feel<br />

The look is clean and strong and entrenched in our Surf Life Saving colours of red and yellow. It is brought<br />

together through the mana of our Surf Lifeguards and their incredible rescue stories and service as volunteers.<br />

If you have any queries or require further information about the contents of this document, please contact the<br />

Surf Life Saving New Zealand Head of Commercial and Marketing or email: marketing@surflifesaving.org.nz<br />

8


SAVING LIVES SINCE 1910<br />

Surf Life Saving New Zealand is the<br />

leading beach and coastal safety,<br />

drowning prevention and rescue<br />

authority in Aotearoa. We are truly<br />

unique, delivering proactive lifeguarding<br />

and essential emergency rescue services,<br />

a range of public education beach safety<br />

programmes, member education, training<br />

and development, as well as a highly<br />

respected sport.<br />

We do all this as a charity and rely on the generosity of<br />

the public, commercial partners, foundations and trusts<br />

for donations and financial contributions in order to lead<br />

and support our incredible front-line volunteer lifeguarding<br />

services. <strong>SLSNZ</strong> is the national association representing<br />

74 surf lifesaving clubs with 18,000+ members, including<br />

more than 4,500 volunteer Surf Lifeguards. Our lifeguards<br />

patrol over 80 locations each summer and provide emergency<br />

call-out rescue services throughout Aotearoa, saving<br />

hundreds of lives each year and ensuring thousands return<br />

home safe after a day at the beach.<br />

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LOGOS<br />

10 10


SURF LIFE SAVING NEW ZEALAND PRIMARY LOGOS<br />

The logo with the word ‘New Zealand’ is the PRIMARY LOGO. The Surf Life Saving New Zealand (<strong>SLSNZ</strong>) logo is for use by the national body only unless permission is granted by the<br />

<strong>SLSNZ</strong> Head of Commercial & Marketing for its use at club level or in partner activity(s).<br />

PRIMARY - FLAT<br />

PRIMARY - STACKED<br />

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SURF LIFE SAVING SECONDARY LOGOS<br />

The logo without the word New Zealand is the SECONDARY LOGO. The Surf Life Saving logo is used for <strong>SLSNZ</strong> authorised rescue gear, equipment, uniforms and rescue vehicles.<br />

SECONDARY - FLAT<br />

SECONDARY - STACKED<br />

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<strong>SLSNZ</strong> LOGO -<br />

CLEAR SPACE AND MINIMUM SIZE<br />

CLEAR SPACE<br />

Logo margin is<br />

1/8th of the logo tile<br />

MINIMUM SPACE<br />

45mm<br />

23mm<br />

Flat logo with a locational<br />

descriptor in the naming<br />

section should not be any<br />

smaller than 45mm wide.<br />

Stacked logo with locational<br />

descriptor should not be any<br />

smaller than 23mm wide.<br />

13


SLS LOGO -<br />

CLEAR SPACE AND MINIMUM SIZE<br />

CLEAR SPACE<br />

Logo margin is<br />

1/8th of the logo tile<br />

MINIMUM SPACE<br />

30mm<br />

18mm<br />

16mm<br />

Flat logo with no locational<br />

descriptor should not be any<br />

smaller than 30mm.<br />

Stacked logo without locational<br />

descriptor should not be any<br />

smaller than 18mm wide.<br />

The Diamond on its own should<br />

not be any smaller than 16mm.<br />

It is only used as an exception<br />

when space is extremely limited.<br />

14


LOGO EXAMPLE DON’TS<br />

To ensure brand consistency, it is important that the logo be used appropriately. Below are some examples of treatments to avoid when utilizing our logo. The same rules apply to<br />

the Surf Lifesaving Logo.<br />

DO NOT distort or change the proportions of the logo.<br />

DO NOT change the colour of the logo.<br />

DO NOT add a drop shadow or filter effect.<br />

saving lives<br />

DO NOT add extra text to the logo,<br />

expect for the ‘ln it for life’ logo lockup, see branding<br />

guidelines for lockup specification.<br />

DO NOT place the logo on a pattern, complex image, or<br />

colour besides those designated for the <strong>SLSNZ</strong> brand.<br />

DO NOT place the logo on angle.<br />

DO NOT place the logo on a dark background use<br />

the standard reversed out version of the logo.<br />

DO NOT place the reversed logo on a light<br />

background, use the standard logo instead.<br />

DO NOT place logo over complex imagery.<br />

15


POSITIONING STATEMENT,<br />

LOGO LOCKUP AND STITCHING<br />

“In It For Life” represents not only that we are here to save lives but is also a reflection of the commitment of our volunteers whose service often spans many years and generations.<br />

The logo lockup can be applied to various Surf Life Saving Communications. Do not recreate this logo lockup use the official <strong>SLSNZ</strong> In it for Life Logo Lockup as seen below.<br />

Stitching Lines<br />

The stitching lines are used to join or combine elements together, such as an image with solid colour or as a<br />

method for attaching the “In it for life” tag.<br />

When stitching lines appear on documents sized A3 or smaller, the stroke weight is 0.7pt with a 3pt dash<br />

and 3pt gap. If they are to appear on a larger format, please scale line weight and dash proportionally.<br />

The lines are derived from the stitching used to join the red and yellow panels on the beach flags and the<br />

traditional surf lifeguard cap (beanie). The stitching lines can be used horizontally or vertically.<br />

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IDENTITY<br />

SYSTEMS<br />

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COLOUR PALETTE<br />

PRIMARY<br />

PRIMARY<br />

SECONDARY - to highlight only<br />

SLS RED:<br />

RGB: 227, 31, 38<br />

HEX: #e21f26<br />

CMYK: C:5, M:100, Y:100, K:0<br />

PMS: 1795 C<br />

PMS: 1795 U<br />

SLS YELLOW:<br />

RGB: 255, 218, 0<br />

HEX: #ffda00<br />

CMYK: C:0, M:12, Y:100, K:0<br />

PMS: 116 C<br />

PMS: 116 U<br />

SLS BLUE:<br />

RGB: 0, 107, 182<br />

HEX: #006bb6<br />

CMYK: C:100, M:56, Y:0, K:0<br />

PMS: 293 C<br />

PMS: 293 U<br />

SECONDARY - to highlight only<br />

SLS BLACK<br />

RGB: R0, G0, B0,<br />

HEX : #000000<br />

CMYK: C75 M68 Y67 K90<br />

PMS: f28941 C<br />

PMS: f28941 U<br />

19


TYPOGRAPHY - PRINT<br />

Fonts<br />

Headline Font -<br />

OUR SURF LIFEGUARDS<br />

HAVE MANA<br />

Centrum Bold<br />

ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />

abcdefghijklmnopqrstuvwxyz 1234567890<br />

Headline Font -<br />

We need to Connect<br />

to Diverse Communities<br />

Subhead Font -<br />

Our Surf Lifeguards are volunteers<br />

Helvetica Neue Bold<br />

ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />

abcdefghijklmnopqrstuvwxyz 1234567890<br />

Helvetica Neue Bold<br />

ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />

abcdefghijklmnopqrstuvwxyz 1234567890<br />

Body Copy Font -<br />

Rem eum, sum eaque pos utem eos ut andipsanda iditata quatia volesec<br />

tinitatus cum non pratus aligenimi, nihitatus eoste andio dolupta turiandit<br />

ea sitius, quaestore omni sum andendae sum con tur ad eossum et qui<br />

cum id molupid emolupt aturit a conecto corrum fuga. Bitatiam aut et<br />

moluptat eatis natibustem ius.<br />

Helvetica Neue Regular<br />

ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />

abcdefghijklmnopqrstuvwxyz 1234567890<br />

20


TYPOGRAPHY - DIGITAL<br />

Fonts<br />

Headline Font -<br />

OUR CONTENT<br />

IS ENGAGING<br />

BERTHOLD CITY<br />

ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />

abcdefghijklmnopqrstuvwxyz 1234567890<br />

Headline Font -<br />

Our Messaging<br />

is Safety<br />

SubHead Font -<br />

We are a Charity Not Fully<br />

Government Funded<br />

Segoe UI Black<br />

ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />

abcdefghijklmnopqrstuvwxyz 1234567890<br />

Verdana Bold<br />

ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />

abcdefghijklmnopqrstuvwxyz 1234567890<br />

Body Copy Font -<br />

Rem eum, sum eaque pos utem eos ut andipsanda iditata quatia<br />

volesec tinitatus cum non pratus aligenimi, nihitatus eoste andio dolupta<br />

turiandit ea sitius, quaestore omnite non pressi ipsuntis sum andendae it<br />

a conecto corrum fuga. Bitatiam aut et moluptat eatis natibustem ius.<br />

Verdana Regular<br />

ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />

abcdefghijklmnopqrstuvwxyz 1234567890<br />

21


SURF LIFE SAVING NEW ZEALAND<br />

SURF LIFEGUARD TRAINING MANUAL<br />

BRANDING COMMUNICATION EXAMPLES<br />

SURF LIFEGUARD<br />

TRAINING MANUAL<br />

<strong>2022</strong><br />

1<br />

22


BRANDING COMMUNICATION EXAMPLES<br />

23


24<br />

PHOTOGRAPHY


OUR CORE PHOTOGRAPHY STYLE<br />

Our imagery is captured to complement and enhance our message and to be engaging. We use only real surf lifeguards in all promotional material. Preference is to show faces and<br />

emotion; front facing. Side shots are good too to tell a story. We limit our use of ‘back shots’.<br />

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26<br />

OUR CORE PHOTOGRAPHY STYLE


OUR CORE PHOTOGRAPHY STYLE<br />

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Photo Credits: Cody Keepa @Keepa Digital<br />

CONTACT INFORMATION<br />

www.surflifesaving.org.nz<br />

marketing@surflifesaving.org.nz

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