Advertising Style Guide - Administration, Monash University

Monash 

University 

Concise Advertising Style Guide 

2008 

CRICOS Provider: Monash University 00008C

Introduction 

In this, our fiftieth year, it is altogether appropriate that we celebrate our achievements with confidence 

and certainty for an exciting future. In this sense, our new positioning statement “Go Boldly” represents 

much more than an advertising tagline. It’s a statement that captures the spirit of our great university and 

tells the world what we stand for and where we’re going. For our current and future students, Go Boldly 

is a powerful call to action that encourages them to venture further. It reaffirms their decision to study at 

Monash if they wish to take on the world. 

Within this Style Guide, you will find the information required to apply the design elements surrounding 

the new Go Boldly theme. But it’s much more than a new design grid - it is a clear evolution of our 

‘Engaging the world’ position and has the potential to change the way we project ourselves. It’s the 

opportunity to become more confident … bolder… in our external communications in a way that will 

strike a chord with the diverse audiences we present ourselves to around the world. We are encouraging 

all faculties and departments to develop advertising and communications material that reflects the spirit 

of Go Boldly in every sense - from headings and body copy through to the style of photography employed. 

Go Boldly Logo Clearspace 

The Go Boldly logo and the logo device is to be positioned 

and applied with consideration to the guidelines and 

constraints shown below 

Measurement Guide: 

One unit of the Go Boldly globe device 

One and a half units of the Go Boldly 

globe device 

Note: 

Minimum clearspace measure above 

logo, on all applications, is 1 unit of 

the Go Boldly globe device 

Application Rule: 

One unit of the Go Boldly globe 

device to be used as clearspace for 

a 3 column ad space or less. 

One and a half units of the Go Boldly 

globe device to be used as clearspace 

for a 4 column ad space or greater. 

2

Monash University Logo Clearspace 

The Monash University logo and the logo device is to be 

positioned and applied with consideration to the guidelines 

and constraints shown below 

Monash University Logo and CRICOS statement 

The CRICOS Provider statement is to be positioned below 

the Monash University logo, aligned right and extend no further 

left than the edge of the ‘U’ in University. 

Faculty Specific Logo and CRICOS statement 

The CRICOS Provider statement is to be positioned within 

the body copy for all Monash University Faculty ads. 

Register online at: www.gsb.monash.edu/infosessions 

If you’ve got a mind for business, 

make it grow at Monash GSB. 

CRICOS Provider: Monash University 00008C 


Logo Colours 

The Go Boldly logo PMS or CMYK colour is to be adhered 

to at all times. 

It is not permissible to use the logo, wordmark or device 

individually or separated in any form. 

Note: 

Minimum clearspace above logo, on 

all applications, is determined by the 

Go Boldly globe device 

Note: 

The CRICOS code and registered 

provider name must be included on 

all advertisements and marketing 

materials. 

It should appear as follows: 


The CRICOS statement minimum 

font size is 5pt – maximum 7pt. 

Sectional view shown. 

Note: 

All Monash University Faculty 

logos are “stacked” (2 line) logos 

– therefor the CRICOS Provider 

statement is to be positioned within 

the body copy, and below any call to 

action, as the last line of text. 

Sectional view shown. 

Note: 

The PMS colour for the Go Boldly 

logo is the same as the Monash 

University PMS colour. 

Globe image is cmyk vector art. 

PMS 2945 C 

C = 100 M = 50 Y = 5 K = 5 

3

Logo Alignment 

The Go Boldly logo and the Monash University logo 

alignment is determined from cap height to cap height. 

This also determines the size of the Monash University logo. 

The ‘curve devices’ are an evolution of the previous ‘Shield 

design’. These devices form the opposing borders of the hero 

image in an ad. The shorter of the two is to appear on the top of 

the image in a portrait format ad. In a landscape orientation, the 

shorter of the two is to appear on left hand side of the ad. The 

PMS or CMYK colour of the curve devices are to be adhered to at 

all times and the curve shape and gradient should never be altered. 

Logo Size - Min/Max 

The Go Boldly logo minimum size is determined by the size 

of the globe. It must never fall below 8mm in diameter. 

In all applications the Go Boldly Logo must be aligned left. 

The only exception to this rule is with tight or constrained 

advertising formats, 2 columns wide or 6.8cm or less, where 

the logo must be positioned in the full width of space allowing 

for the inclusion of clearspace areas. (see example 2). 

Example 1 - 14cm x 3 column (11cm) 

sectional view only - not to scale 

Duis autem vel eum irure dolor. Amcorpor suscipit alboris 

nisi ut mo lestaie sonconsequal, vel illium delinit aigue duos 

dolor et provident, simil tempor sunt in culpa. Est laborum 

et dolor fugai. Et harumdum nam liber a tempor cum soluta, 

nobis impedit anim id quod maxim place. 

For more information about research and coursework 

options, scholarships and applications, visit: 

www.monash.edu 

8mm 


Note: 

The curve devices have a gradient 

that disappears to white as shown. 

It is recommended that the cmyk 

values be used wherever possible. 

The curve devices always appear 

at 0˚ horizontal application and 90˚ 

vertical application. No other angle is 

permitted. 

PMS 7503 C 

C = 30 M = 30 Y = 60 K = 0 

Note: 

The only exception to the 8mm rule 

is when formatting vertical strip 

layouts for recruitment 

advertisements. A simplified Go 

Boldly logo, smaller than 8mm in 

height, is under development for 

application in recruitment ads less 

than 2columns wide. 

The Go Boldly logo should always 

appear above the Monash University 

logo in ads 2column (6.8cm) or less. 

Example 2 - HR Template 

22cm x 2 column (6.8cm) 



4

Typeface 

The new font chosen for headings is heavier than that within previous Monash styles and is a deliberate 

addition to accentuate the spirit of Go Boldly and present messages with confidence and authority. 

Font & Type Styles 

The new Monash University standard advertising typography 

family is: Berthold Akzidenz Grotesk. 

Below are samples of the recommended font usage for 

Monash University materials. 

Headlines 

Sub Headlines 

Body Copy 

Body Copy lead in 

Taglines 

Font & Type Colours 

The new Monash University standard typography colours 

should be followed at all times. 

Below are samples of the recommended font colour application. 

Headlines 

Sub Headlines 

Sub Headlines 

Body Copy 

Body Copy lead in 

Taglines 

Note: 

Generally, body copy should be set in 

Berthold Akzidenz Grotesk Light. 

Body copy should be ranged left and 

run on - do not justify any body copy. 

Berthold Akzidenz Grotesk Bold 

Extended - Aa Bb Cc 


or Bold Extended - Aa Bb Cc 

Berthold Akzidenz Grotesk Light 

Aa Bb Cc 


Aa Bb Cc 


Aa Bb Cc 

100% Black 

Reverse (white) out of darks 

C = 30 M = 30 Y = 60 K = 0 

Application out of darks 

C = 0 M = 100 Y = 63 K = 12 

Application on light/white background 

100% Black 

C = 100 M = 50 Y = 5 K = 5 

100% Black 

5

Border & Curve Device 

The border remains open whenever it intersects with the 

upper Curve Device (smaller curve) as shown below. 

Border colour is 100% Black at 0.5pt stroke. 

The change 

has arrived. 

Example 1 - Age T44 - 18.6cm x 7 column (26cm) 

- not to scale 

Change 

your world 

Mid-year entry 

Monash mid–year entry is your opportunity to make the future happen. 

Combine your drive to achieve with our amazing range of courses and nothing can stop you! 

Apply now. Call 1800 MONASH or visit www.monash.edu/midyear 

Note: 

Border colour is 100% Black at 0.5pt 

stroke (centre aligned) 


6

Font Weight & Sizes 

The following example illustrates the relationships between 

different font sizes and weights. These guidelines need to vary 

with the length of headlines and body copy, and should be 

seen as general design principles to provide for flexibility when 

creating layouts. 

Example 1 - A4 vertical 21cm x 29.7cm - not to scale 

Go to town on 

Wednesdays 

Duis autem vel eum irure dolor. Amcorpor suscipit alboris nisi ut molestaie 

sonconsequal, vel illium delinit aigue duos dolor et provident, simil tempor 

sunt in culpa. Est laborum et dolor fugai. Et harumdum nam liber ate tempor 

cum soluta, nobis impedit anim id quod maxim place. Aut tum rerumessitat. 

For more information about research and coursework options, 

scholarships and applications, visit www.monash.edu 

Note: 

Minimum Disclaimer (CRICOS) font 

point size is 5pt. Anything less than 

5pt may not print clearly. 

URL always appears bolded within the 

Call to Action and as last paragraph of 

body copy. 

Body copy should always run on. 


Border: 

100% Black 

weight: 0.5pt 

Headline: 

Berthold Akzidenz 

Grotesk Bold 

White knockout 

font size: 51pt 

leading: 55pt 

Body Copy lead in: 


Grotesk Bold 

C=100 M=50 Y=5 K=5 

font size: 8pt (min) 

leading: 11pt 

para space: 1mm 

Body Copy: 


Grotesk Light 

100% Black 

font size: 8pt (min) 

leading: 11pt 


Call to Action: 


Grotesk Bold 

100% Black 


leading: 9pt 

Disclaimer: 


Grotesk Light 

100% Black 


7

Font Weight & Sizes 

The following example illustrates the relationships between 

different font sizes and weights. These guidelines need to vary 

with the length of headlines and body copy, and should be 

seen as general design principles to provide for flexibility when 

creating layouts. 

Example 2 - A5 vertical 14.85cm x 21cm - not to scale 

Headline: 


Grotesk Bold Ext 

White/Paper 


Sub Headline: 


Grotesk Bold Ext 

100% Black 


Body Copy lead in: 


Grotesk Bold 

C=100 M=50 Y=5 K=5 


leading: 13pt 

Note: 

Minimum Disclaimer (CRICOS) font 

point size is 5pt. Anything less than 

5pt may not print clearly. 

URL always appears bolded within the 

Call to Action and as last paragraph of 

body copy. 

Body copy should always run on. 

Border: 100% Black weight: 0.5pt 


Change your world Monash mid–year entry is your opportunity to make the future happen. 

Combine your drive to achieve with our amazing range of courses and nothing can stop you! 


Body Copy: 


Grotesk Light 

100% Black 


leading: 13pt 





Grotesk Bold 

100% Black 

font size: 9.25pt 

leading: 13pt 

Disclaimer: 


Grotesk Light 

100% Black 


8

URL Positioning - www.monash.edu 

The following examples show the Monash University URL 

positioning for all press advertising and marketing material. 

The Monash University URL – www.monash.edu appears 

below the headline in all advertising that does not require or 

consist of any body copy (see Example 2). 

Example 1 - Press 10cm x 7column (26cm) - not to scale 

Change your world 

Monash mid–year entry is your opportunity to make the future 

happen. Combine your drive to achieve with our amazing range of 

courses and nothing can stop you! 


The Monash University URL must appear as part of the 

Call to Action in all Press Advertising requiring body copy. 

Example 2 - Billboard 470cm x 835cm @ 10% - not to scale 

The world 

awaits you 


The Monash University URL is only permitted to appear below 

Headlines where there is no requirement for body copy. 


Note: 

Position of URL will depend on the 

length of the headline. Please make 

sure it is visually balanced within layout 

as per Example 2. 

Wherever possible make sure 

headlines sit within a relatively free 

space in the image - avoid placing it 

over a complex part of the image. 



Body Copy: 


Grotesk Bold/Light 

PMS 2945C 

100% Black 


leading: 13pt 



Grotesk Bold 

100% Black 


leading: 13pt 

kerning: -20 

Headline: 


Grotesk Bold 



leading: 103pt 

URL: 


Grotesk Bold 



leading: 62pt 

kerning: 10 

9

Colour Guide 

The colour chart listed below is a suggested palette to be 

developed further with Monash University. 

Font Colours 

Monash 

Blue 

Aa Bb Cc 

Note: 

Bright, bold, solid colours have been 

selected for maximum impact. 

Note that Monash Faculty colours 

have been excluded from this palette 

to avoid colour clash. 

C = 100 M = 50 Y = 5 K = 5 

Aa Bb Cc C = 0 M = 100 Y = 63 K = 12 

Aa Bb Cc 

Background Colours and Gradients 

The colour gradients and solid gold are to be used as 

backgrounds or fill areas where the Main Headline is dominant 

and no image is used. 

Dark Green 

C = 90 M = 10 Y = 100 K = 0 

Light Green 

C = 55 M = 0 Y = 100 K = 0 

Gradient 

Linear blend at 45˚ 

Dark Blue 

C = 100 M = 90 Y = 0 K = 5 

Light Blue 

C = 100 M = 50 Y = 5 K = 5 

Gradient 

Linear blend at 45˚ 

C = 30 M = 30 Y = 60 K = 0 

Note: 

Gradients are to be limited to 

combinations of Green/Yellow 

& Blue/Light Blue backgrounds only. 

Gold remains solid at all times 

C = 30 M = 30 Y = 60 K = 0 

10

Photographic Style - Fisheye 

The new Go Boldly message is enhanced by a fisheye 

photographic style which presents a ‘worldly’, ‘big picture’ 

feeling. The fisheye approach provides flexibility in terms of 

content, while providing for a consistency of visual impact that 

puts the entire body of Monash work into a recognised ‘family’. 

Example 1 Example 2 

Example 3 Example 4 

Note: 

In certain circumstances, a third 

party Photoshop fisheye filter can be 

used to treat ‘standard’ photography 

so that it appears to have been shot 

with a fisheye lens. Example1 below 

illustrates the use of this filter. The 

other images shown below were 

originally photographed with a 

fisheye lens. See over for more. 

11

Photographic Style - Fisheye treatment for standard 

photographs. 

The images below further illustrate the use of the 

Photoshop third party filter by comparing before and after 

results on standard photographs. The degree of fisheye 

effect can vary within the software, yielding different results. 

In example one, the filter has distorted the hairline of the 

person, so may require varying the controls within the 

software to avoid too much distortion. 

Example 1 

Example 2 

Note: 

The Photoshop third party filter is 

called ‘Flaming Pear’ and is available 

for purchase online. 

For assistance with image 

selection contact the Advertising 

Department on 03 9903 1164. 

12

Tone of Voice 

It’s important that wherever possible, the copy tone within 

Go Boldly advertisements is confident and strong... proud 

and assertive. There is a fine line between confidence and 

arrogance, so care must be taken not to be overconfident. 

Headlines 

Just as with copy, headlines should be very confident and 

thought provoking. Sometimes the image will be the dominant 

communication device in an ad and the headline will be small 

but confident. Other times, the headline will dominate. 

Example 1 - 11cm x 7column (26cm) 

- not to scale section view 

Start 

Now 

Body Copy 

Obviously body copy will vary depending on the nature of the 

advertisement. Generally speaking, it is preferred that the style 

of copy reflects the overall spirit of Go Boldly and is confident 

and positive. 

Example 1 - 11cm x 7column (26cm) 


your career around. Monash Midyear Intake is your opportunity 

to make the future happen. You really can go anywhere - all you 

need is the drive to make it happen and when you combine this with the 

amazing choice of courses you get at Monash, nothing can stop you! 

Go now to www.monash.edu study@monash.edu 1800 Monash 

1958-2008 


Note: 

Monash has a potent reputation in 

the marketplace for the quality of its 

education and research. Make sure 

that the copy you write and the 

headlines you compose reflect this 

reputation and project a bold 

positivity to the target market. 

Note: 

There are no set rules for drop shadows 

or “stepping” the main headline. 

Applying drop shadows or “stepping” 

the main headline should be determined 

by visual requirement. 

Example 2 - HR - 22cm x 2column (6.8cm) 


A bold career 

with Monash. 

Note: 

Generally, body copy should be set in 

Berthold Akzidenz Grotesk Light. 

Body copy should be ranged left and 

run on - do not justify any body copy. 

Example 2 - HR - 22cm x 2column (6.8cm) 


Est laborum et dolor fugai. Et harumdum nam 

liber a tempor cum soluta, nobis impedit anim 

id quod maxim place. 

Lestaie sonconsequal, vel illium delinit aigue duos dolor 

et provident, simil tempor sunt in culpa. Est laborum 

et dolor fugai. Et harumdum nam liber a tempor cum 

soluta, nobis impedit anim id quod maxim place. 

Amcorpor suscipit alboris nisi: 

• ut mo lestaie sonconsequal, vel illium delinit aigue 

duos dolor et provident, simil tempor sunt in culpa. 

• Est laborum et dolor fugai. Et harumdum nam liber 

a tempor cum soluta, nobis impedit anim id quod 

maxim place. 

13

Secondary Logos 

The following examples show the use of secondary logos and 

their relationship with the Primary Logo. The Primary Logo in 

the following examples is the Monash University GSB logo. 

Example 1 - 20cm x 3column (10.3cm) - not to scale 

We’re open 

for business. 

GSB Open House 

Caulfield campus 

Wednesday 24 October, 

commencing at 5.45 pm. 

Don’t miss the business opportunity of your career. 

Come and talk to Monash Graduate School of Business staff 

and faculty to see which masters program is right for you. 

Our Open House will include insightful information sessions 

in all the major programs including Accounting, Finance, 

Management, Marketing and MBA. 

Register online at: www.gsb.monash.edu/infosessions 

If you’ve got a mind for business, 

make it grow at Monash GSB. 

Challenge everything. 

Note: 

Secondary logos will be used in a 

range of applications, such as to 

promote the GSB - see example 1. 

Use of the Go Boldly logo is optional 

when secondary logos are required. 

The following guidelines apply for 

positioning and relative sizing. 

Be mindful that all logos need to be 

spaced adequately to ensure that the 

overall design integrity isn’t ‘choked’. 

Clearspace guides are to be measured 

by the height of the Monash University 

shield and applied x1 width of this 

measure. 

Secondary Logos are to be divided 

from the Primary Logo by a single 

1pt stroke keyline - as shown below. 

The Go Boldly style is applied to these 

formats by way of the Gold Curves and 

Fish Eye treated image elements only. 

The height of all secondary logos is 

measured by the distance between the 

cap height of Monash GSB and the 

baseline of University - as shown with 

green keylines. 

Clearspace guides are used to 

determine the spacing of all secondary 

logos - as shown with magenta circles. 

14

Pathways Advertising 

The Go Boldly logo is not suitable for use in any pathways 

advertising or marketing collateral. The 50 year logo is not 

permitted for use in any pathways advertisements or 

marketing material. 

The Go Boldly style is applied to these formats by way of the 

Gold Curves and Fish Eye treated image elements only. 

To go boldly 

here 

There are more ways into Monash than you think. 

Successfully complete an undergraduate diploma in Art and Design, 

Arts, Business, Engineering or IT at Monash College and you could 

head straight into the second year of selected bachelor degrees at 

Monash University. Studying at Monash College means you could start 

your university education after just eight months.* 

So fast-track your education the smart way and begin your Monash 

University education at Monash College. Apply now for mid-year entry. 

Tel: 8676 7021 

Email: monashcollege@monash.edu 

www.monashcollege.edu.au/entry 

* Dependant on Monash College results and 

destination degree entry requirements. 

CRICOS Providers: Monash University 00008C 

and Monash College Pty Ltd 01857J 

You could 

start here 

Pathways Advertising - Clearspace Guide 

With the omission of the Go Boldly logo from all Pathways ads 

the clearspace guide is to be measured by the height of the 

Monash University shield device as shown below. 

Note: 

It is not permitted to use the 50 Year 

logo or Go Boldly logo in pathways 

advertisements, such as Monash College. 

Clearspace guides are to be measured 

by the height of the Monash University 

shield and applied x1 width of this 

measure. 

Example 1 - 4M = 18.5cm x 13cm 

- not to scale 

Note: 

Clearspace guides are inevitably the 

same dimension as the Go Boldly 

clearspace measure. 

15

Billboard Advertising 

The following examples show the Go Boldly application for all 

billboard advertising. All corresponding guidelines have been 

adhered to. 

Example 1 - 470cm x 835cm @ 10% - not to scale 

Headline: 


100% Black 


leading: 137.5pt 

The world 

awaits you 




100% Black 


leading: 53pt 

Note: 

The CRICOS disclaimer has been 

reduced in size as it is not required to 

be as uniform or dominant in large 

format advertising. 

The keyline border does not appear on 

final art - it is shown to indicate total 

banner area. 

URL appears below headline when 

there is no body copy. 


Disclaimer: 


100% Black 


16

50 Year Logo 

The 50 Year logo is to appear on all Monash University 

advertising material throughout the 2008 calender year only 

and is not permitted for use beyond 2008. 

The 50 Year logo is not permitted to be used on any Pathways 

or International advertising material. 

Measurement Guide: 

The 50 Year Logo minimum size is determined by the size of the 

Go Boldly globe diameter (clearspace guide). It must never fall 

below 8mm in width. 

Clearspace Guide: 

The 50 Year logo clearspace guidelines are the same as applied 

to the Go Boldy and Monash University logos. Refer pages 2-3. 

The 50 Year logo must always adhere to the these guidelines. 

Positioning Guide: 

The 50 Year logo should, wherever possible, be positioned 

along the baseline of the body copy (as shown). Clearspace 

guidelines will determine right alignment indentation. 

To avoid crowding at the base of the ad, it is not permitted to 

position the 50 year logo on the baseline. 

Example 1 - A4 vertical 21cm x 29.7cm 

- sectional view not to scale 

Duis autem vel eum irure dolor. Amcorpor suscipit alboris nisi ut molestaie 

sonconsequal, vel illium delinit aigue duos dolor et provident, simil tempor sunt 

in culpa. Est laborum et dolor fugai. Et harumdum nam liber a tempor cum 

soluta, nobis impedit anim id quod maxim place. Aut tum rerumessitat. 

For more information about research and coursework options, 

scholarships and applications, visit www.monash.edu 

Note: 

For further information on the use of 

the 50th Anniversary logo please refer 

to 50th Anniversary Logo Guidelines at: 

www.adm.monash.edu.au/ 

advancement/marketing/brand 

1958-2008 

Note: 

Minimum clearspace measure above 

logo, on all applications, is 1 unit of 

the Go Boldly globe device 

1958-2008 


1958-2008 

minimum maximum 

Note: 

In all applications the 50 Year logo 

must be aligned right and positioned 

above the Monash University logo. 

The 50 Year logo should never appear 

positioned on the baseline with the Go 

Boldly and Monash University logos. 

18

50 Year Logo 

The following advertising examples show acceptable postioning 

of the 50 Year logo. 


Change your world 

In Example 2 the 50 Year logo appears at correct size. The Call to Action has had extra leading applied to extend the 

copy area to align with the 50 Year logo. 


The world awaits you 

Example 4 - 14cm x 3 column (11cm) 



Monash mid–year entry is your opportunity to make the future 

happen. Combine your drive to achieve with our amazing range of 

courses and nothing can stop you! 


Ranked among the world’s leading universities*, 

Monash is distinguished by its international perspective. 

With eight campuses located on three continents, Monash is dedicated 

to improving the human condition through landmark research outcomes 

and innovative education programs. Go boldly with us to the world. 


*Monash was ranked in the world’s top 50 universities by the Times Higher Education Supplement 2007. 

Note: 

In some advertising the 50 Year logo 

will need to be aligned off the top of 

the body copy or headline for greater 

visual effect. 

1958-2008 


1958-2008 


In Example 3 the 50 Year logo has been increased in size and has been positioned off the top of the headline/body 

copy for greater visual recognition and balance. 

Duis autem vel eum irure dolor. Amcorpor suscipit alboris 

nisi ut mo lestaie sonconsequal, vel illium delinit aigue duos 

dolor et provident, simil tempor sunt in culpa. Est laborum et 

dolor fugai. Et harumdum nam liber a tempor cum soluta, nobis 

impedit anim id quod maxim place. 

For more information about research and coursework 

options, scholarships and applications, visit: 



For 3column ads or larger the 50 Year logo must be aligned 

off the last line of copy or above the logo at the height of the 

Go Boldly logo clearspace as indicated in Example 4. 

1958-2008 

Example 5 - HR Template 

22cm x 2 column (6.8cm) 



For 2column ads the 50 Year logo must 

be aligned off the Go Boldly logo as 

indicated in Example 5. 

19

Advertising Style Guide - Administration, Monash University

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