Housing Australia

📋 1 Guidelines

🔗 Connections

Sector

Public sector Real estate Finance

Region

Australia

Guideline Year

2023

Language

English

Tags

Real estate

Official Websites

Brand Guidelines

2023

Categories

Brand Voice
  • Our purpose is to improve housing outcomes for all Australians.
  • Our corporate persona is one of ambition, collaboration, expertise, and accountability.
  • Our persona reflects the outlook and posture for communications. It is not the same as our tone of voice, or our values.
  • We strive for excellence. We are led by our purpose, and we work towards big picture goals.
  • We facilitate collaboration across our stakeholders, to explore new and innovative solutions and ways of working.
  • We are experts in what we do: providing finance, support and research to enable more social, market and affordable housing in Australia.
  • We are driven by outcomes, and we get things done. We embrace change and opportunities to grow.
  • Our overall tone of voice is professional.
  • When in doubt, choose language and tone that is: • clear and direct
  • • neutral (i.e. relies on facts, not opinion-based, balanced)
  • • respectful (use inclusive language, don’t speak down to people)
  • • appropriate (not overly formal nor informal)
  • All content should educate, guide, speak the truth, be bipartisan, and treat readers with respect.
  • Acronyms are an unfortunate necessity. When using acronyms, consider how to make your content clear, useful, appropriate and respectful to all readers.
Brand Imagery
  • Imagery plays an important role in maintaining a consistent look and feel, so that materials reflects theoverall brand.
  • Images should also convey and reinforce Housing Australia themes and strategic aspirations, such as: Home ownership for the average Australian Families and communities Infrastructure, nation building, housing development, urban planning Responsible investment, sustainability, social impact
  • A good image should: Be simple and tell a story The message should be clear, unambiguous, and relatableto a variety of audiences.
  • A good image should: Be versatile High resolution is better. It is preferred for the subject to be in the centre, as it makes it easier to crop the image and use it in different formats and channels.
  • A good image should: Be unique, or reference another brand element Avoid generic stock images. If you are using simple or common stock images, consider doing an image reverse search, and adding other brand elements.
  • Do not use: Images we don’t have permissions or rights to use Images that could be seen as political materials Images of people who are (or appear) unhappy or uncomfortable Images taken from extreme camera angles or perspectives, or with strange/unnatural environments Images with very dark or overexposed lighting Images with elements not associated with Australia. Please check whether safety clothing, construction equipment, skylines or natural landscapes are identifiable to other countries.
Color Palette
  • The Housing Australia colour palette represents Australia, its landscapes, our origins, and our future focus on housing solutions.
  • Navy blue is used as our primary brand colour, referencing Housing Australia’s ties to the Australian Government as a corporate Commonwealth entity and its first colour palette.
  • The remaining colours are intended to evoke: Residential housing Urban, coastal and inland scenery Construction and building materials
  • The Housing Australia colour palette has been divided into primary, secondary and accent colours.
  • The primary palette develops the hero colour of Navy, which contrasts with the warm tone of Sun, and introduces the bright Aqua shade.
  • The colour palette also permits tints and shades of the core colours. This is useful when creating illustrations, charts or infographics
  • NAVY PMS 072 C100 M90 Y0 K7 R16 G6 B159 HEX #10069F 80% 60% 40% 20%
  • SUN PMS 130 C0 M32 Y100 K0 R242 G169 B0 HEX #F2A900
  • AQUA PMS 2227 C60 M0 Y16 K0 R89 G190 B201 HEX #59BEC9
  • How to use our colours • Less is more. For most contexts, you should only use primary colours, with black and white. • When using more than the primary colours, primary colours should comprise the majority of visual space. • This means elements in primary colours should outnumber or take up more space than elements in secondary or accent colours (excepting black and white). • Accent colours should be used sparingly. They are most useful to provide contrast. • The colour palette also permits tints and shades of the secondary and accent colours. This can be useful when creating illustrations, charts or infographics. • Be mindful of accessibility, particularly when using Aqua, Sun and Sky for typography on lighter coloured backgrounds.
  • CONCRETE C0 M0 Y0 K70 R77 G77 B77 HEX #4D4D4D
  • SKY PMS 291 C38 M4 Y0 K0 R155 G203 B235 HEX #9BCBEB
  • GRASS PMS 327 C100 M0 Y59 K13 R0 G134 B117 HEX #008675
  • OCEAN PMS 2238 C98 M6 Y30 K41 R0 G105 B117 HEX #006975
  • BRICK PMS 7622 C0 M98 Y77 K37 R147 G40 B44 HEX #93282C
  • Be mindful of accessibility, particularly when using Aqua, Sun and Sky for typography on lighter coloured backgrounds.
  • Avoid poor colour combinations – for example, white text on light blue background, or red and green graphs
Typography
  • The Proxima Nova type family was chosen for its versatility, legibility, ease of use, and contemporary feel.
  • Proxima Nova Regular • Main headlines, body copy, quotes, intro paragraphs.
  • Proxima Nova Semi Bold/Bold/Extrabold • Heading levels, secondary body copy to highlight information.
  • Proxima Nova Condensed Regular/Bold • Infographics, tables, figures, mid or low level headings, secondary body copy to highlight small paragraphs of information.
  • Other variations including Proxima Nova Light and Italic versions should be used sparingly, as appropriate.
  • In cases where you can’t use Proxima Nova, try commonly available fonts in this order: • Helvetica Neue • Helvetica • Arial If you are working on a digital platform, you can also select the default san-serif for that platform.
  • Please be mindful of minimum sizes for accessibility.
  • Quote text: Proxima Nova Extrabold
  • Quote credit: Proxima Nova Condensed Semibold
  • Head 1: Proxima Nova Regular
  • Intro paragraph or subhead: Proxima Nova Regular
  • Head 2: Proxima Nova Bold
  • Body text: Proxima Nova Regular
  • Head 3: Proxima Nova Bold
  • Head 4: Proxima Nova Bold
  • Table/Figure head: Proxima Nova Bold Condensed.
  • Table text: Proxima Nova Regular/Bold
  • Avoid font sizes smaller than 9pt for body copy, or 8pt for captions and footnotes
Logo Usage
  • A significant component of our transition from NHFIC to Housing Australia is the introduction of a new logo. Apart from the new words and a simplified rendition of our ‘dual homes’ icon, most aspects of our identity remain the same. In order to minimise any disruption associated with the change of our brand, our new logo shares the same sizing attributes and proportions of the existing NHFIC logo, making its replacement on digital and print communications as seamless as possible.
  • Do not: Recolour the logo Stretch or modify the proportions of the logo Use the logo icon as a graphic element Place the logo against busy backgrounds, or too close to other objects or logos
  • The clearspace around the logo is dictated by the distance between the ‘H’ of ‘Housing’ and the wall of the house icon.
  • Be mindful of minimum sizing. On A4 printed materials, the minimum height for the Housing Australia Master logo is 20mm. It is 15mm for the Housing Australia Logo with acronym. Smaller logo sizes (whether visual or contextual) may not be accessibility compliant.
Tone And Messaging
  • Our purpose is to improve housing outcomes for all Australians.
  • Our corporate persona is one of ambition, collaboration, expertise, and accountability.
  • Our persona reflects the outlook and posture for communications. It is not the same as our tone of voice, or our values.
  • We strive for excellence. We are led by our purpose, and we work towards big picture goals.
  • We facilitate collaboration across our stakeholders, to explore new and innovative solutions and ways of working.
  • We are experts in what we do: providing finance, support and research to enable more social, market and affordable housing in Australia.
  • We are driven by outcomes, and we get things done. We embrace change and opportunities to grow.
  • Our overall tone of voice is professional.
  • When in doubt, choose language and tone that is: • clear and direct
  • • neutral (i.e. relies on facts, not opinion-based, balanced)
  • • respectful (use inclusive language, don’t speak down to people)
  • • appropriate (not overly formal nor informal)
  • All content should educate, guide, speak the truth, be bipartisan, and treat readers with respect.
  • Acronyms are an unfortunate necessity. When using acronyms, consider how to make your content clear, useful, appropriate and respectful to all readers.
  • For more information, refer to the Style guide.
Visual Style
  • Do not: Recolour the logo Stretch or modify the proportions of the logo Use the logo icon as a graphic element Place the logo against busy backgrounds, or too close to other objects or logos
  • The clearspace around the logo is dictated by the distance between the ‘H’ of ‘Housing’ and the wall of the house icon.
  • Be mindful of minimum sizing. On A4 printed materials, the minimum height for the Housing Australia Master logo is 20mm. It is 15mm for the Housing Australia Logo with acronym. Smaller logo sizes (whether visual or contextual) may not be accessibility compliant.
  • The Housing Australia colour palette represents Australia, its landscapes, our origins, and our future focus on housing solutions. Navy blue is used as our primary brand colour, referencing Housing Australia’s ties to the Australian Government as a corporate Commonwealth entity and its first colour palette. The remaining colours are intended to evoke: Residential housing Urban, coastal and inland scenery Construction and building materials
  • The Housing Australia colour palette has been divided into primary, secondary and accent colours. The primary palette develops the hero colour of Navy, which contrasts with the warm tone of Sun, and introduces the bright Aqua shade. The colour palette also permits tints and shades of the core colours. This is useful when creating illustrations, charts or infographics
  • How to use our colours • Less is more. For most contexts, you should only use primary colours, with black and white. • When using more than the primary colours, primary colours should comprise the majority of visual space. • This means elements in primary colours should outnumber or take up more space than elements in secondary or accent colours (excepting black and white). • Accent colours should be used sparingly. They are most useful to provide contrast. • The colour palette also permits tints and shades of the secondary and accent colours. This can be useful when creating illustrations, charts or infographics. • Be mindful of accessibility, particularly when using Aqua, Sun and Sky for typography on lighter coloured backgrounds.
  • The Proxima Nova type family was chosen for its versatility, legibility, ease of use, and contemporary feel.
  • Other variations including Proxima Nova Light and Italic versions should be used sparingly, as appropriate.
  • In cases where you can’t use Proxima Nova, try commonly available fonts in this order: • Helvetica Neue • Helvetica • Arial If you are working on a digital platform, you can also select the default san-serif for that platform.
  • Please be mindful of minimum sizes for accessibility.
  • Imagery plays an important role in maintaining a consistent look and feel, so that materials reflects theoverall brand.
  • Images should also convey and reinforce Housing Australia themes and strategic aspirations, such as: Home ownership for the average Australian Families and communities Infrastructure, nation building, housing development, urban planning Responsible investment, sustainability, social impact
  • A good image should: Be simple and tell a story The message should be clear, unambiguous, and relatableto a variety of audiences.
  • Be versatile High resolution is better. It is preferred for the subject to be in the centre, as it makes it easier to crop the image and use it in different formats and channels.
  • Be unique, or reference another brand element Avoid generic stock images. If you are using simple or common stock images, consider doing an image reverse search, and adding other brand elements.
  • Do not use: Images we don’t have permissions or rights to use Images that could be seen as political materials Images of people who are (or appear) unhappy or uncomfortable Images taken from extreme camera angles or perspectives, or with strange/unnatural environments Images with very dark or overexposed lighting Images with elements not associated with Australia. Please check whether safety clothing, construction equipment, skylines or natural landscapes are identifiable to other countries.
  • Graphics help images and content emphasise our message and brand story. We use simple and solid geometric shapes to represent housing. The squares, rectangles, frames and triangles are intended to evoke bricks, walls, architecture, windows and roofing.
  • Graphics should always: Focus the reader’s attention Create movement and visual interest Support the key message of the content
  • While there are exceptions, as a general rule, do not: Recreate, use, or extend the logo icon as a graphic element or shape Point triangle shapes in many different directions. The triangle/roof shape should always be pointing towards the main piece or pieces of content. Use shading and gradients arbitrarily Place graphic elements on main subjects, or on people’s faces
  • Tips for icons Ensure the icons help tell a story. Less is more. Icons should be simple and recognisable. Be mindful of cultural norms. Icons can feature backgrounds, though recommend a maximum of two colours. Do not use emojis instead of icons. Use mono versions of branded icons where possible (e.g. logos of social media companies) For accessibility, consider if detail is lost or distracting in different contexts and channels.
  • Tips for infographics and statistics Brevity matters. Be concise. Start with the lead. Write interesting titles. Cut out words that don’t help an average reader understand the point of the message. Use facts and data to back up your claims. Edit for overall user experience. Ensure there is enough negative space. Too much content can be overwhelming and counterproductive.
  • In visual design • Do the elements – text, graphics, images, icons infographics etc – look cohesive and organised? • Is it cluttered or busy? Is there enough negative space? • Is any element too dominant or distracting? • Do the colours provide good contrast?
  • General tips for good accessibility • Write clearly and simply • Avoid long sentences (20 to 25 words at most) • Minimise acronyms, avoid jargon and slang • Provide informative, unique page titles • Use headings and subheadings to convey hierarchy, meaning and structure, and to guide levels • Make linking text and call to actions meaningful and versatile (e.g. “on the right” is not good for responsive digital formats) • Write meaningful alt text for images, and provide transcripts and captions for multimedia • Be mindful of how visual elements may clash or distract • Avoid poor colour combinations – for example, white text on light blue background, or red and green graphs • Avoid font sizes smaller than 9pt for body copy, or 8pt for captions and footnotes
Iconography
  • Tips for icons Ensure the icons help tell a story. Less is more. Icons should be simple and recognisable. Be mindful of cultural norms. Icons can feature backgrounds, though recommend a maximum of two colours. Do not use emojis instead of icons. Use mono versions of branded icons where possible (e.g. logos of social media companies) For accessibility, consider if detail is lost or distracting in different contexts and channels.
Layout And Composition
  • In order to minimise any disruption associated with the change of our brand, our new logo shares the same sizing attributes and proportions of the existing NHFIC logo, making its replacement on digital and print communications as seamless as possible.
  • Do not: Recolour the logo Stretch or modify the proportions of the logo Use the logo icon as a graphic element Place the logo against busy backgrounds, or too close to other objects or logos
  • The clearspace around the logo is dictated by the distance between the ‘H’ of ‘Housing’ and the wall of the house icon.
  • Be mindful of minimum sizing.
  • On A4 printed materials, the minimum height for the Housing Australia Master logo is 20mm. It is 15mm for the Housing Australia Logo with acronym. Smaller logo sizes (whether visual or contextual) may not be accessibility compliant.
  • Templates and layouts will vary based on the audience and purpose of the content, as well as its primary channel.
  • Please be mindful of minimum sizes for accessibility.
  • Edit for overall user experience. Ensure there is enough negative space. Too much content can be overwhelming and counterproductive.
  • Avoid font sizes smaller than 9pt for body copy, or 8pt for captions and footnotes
Accessibility Guidelines
  • Smaller logo sizes (whether visual or contextual) may not be accessibility compliant.
  • Be mindful of accessibility, particularly when using Aqua, Sun and Sky for typography on lighter coloured backgrounds.
  • Please be mindful of minimum sizes for accessibility.
  • Accessibility is a design principle, a good corporate practice, and a mandatory standard for many government agencies.
  • Accessibility is about removing barriers that people with disabilities or restrictions might experience.
  • Under the Disability Discrimination Act 1992, information and services must be provided in a nondiscriminatory accessible manner.
  • Web content accessibility standards also exist, developed under the Web Accessibility Initiative of the World Wide Web Consortium (W3C).
  • Write clearly and simply
  • Avoid long sentences (20 to 25 words at most)
  • Minimise acronyms, avoid jargon and slang
  • Provide informative, unique page titles
  • Use headings and subheadings to convey hierarchy, meaning and structure, and to guide levels
  • Make linking text and call to actions meaningful and versatile (e.g. “on the right” is not good for responsive digital formats)
  • Write meaningful alt text for images, and provide transcripts and captions for multimedia
  • Be mindful of how visual elements may clash or distract
  • Avoid poor colour combinations – for example, white text on light blue background, or red and green graphs
  • Avoid font sizes smaller than 9pt for body copy, or 8pt for captions and footnotes
🐛 Report