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 />
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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 />
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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 />
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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 />
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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 />
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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 />
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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 />
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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 />
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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 />
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BRANDING COMMUNICATION EXAMPLES<br />
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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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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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