New Zealand Foreign Affairs & Trade

📋 1 Guidelines

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Sector

Public sector

Region

New zealand

Guideline Year

2015

Language

English

Tags

Institution

Official Websites

Brand Guidelines

2015

Categories

Brand Imagery
  • MFAT uses photographs to add imagery into our communications. We use photographs that showcase the unique characteristics of New Zealand and our region. Our photos illustrate our contributions and New Zealanders working at home and in the world. Our preference is to use large images consistent with the NZ Story visual approach, MFAT story-telling and contemporary photographic treatment.
  • Photographs should be appropriately credited.
  • Discretion should be exercised to ensure we respect the safety, privacy and human rights of any individual portrayed in photographs we use.
  • Discretion is also required to ensure photographs are not culturally or politically sensitive, or socially stigmatise the individuals portrayed.
  • Any questions about use of photographs should be referred to your MFAT contact or CMD account manager.
  • For more guidelines on taking photographs see http://teaka/CEO/CMD/Pages/Photographic­gu ide lines.aspx
Color Palette
  • Along with other NZ Inc. agencies, black and white is the basis of the Ministry’s visual identity.
  • Blue has also become an integral part of our visual identity following the success of the UNSC campaign.
  • Black, blue and white will continue to form the basis of our colour pallette.
  • Our colour palette also includes secondary colour for interest and variety.
  • Greater areas of colours can be rendered in white, MFAT black, MFAT rich black, MFAT blue and tints of these colours.
  • Recommended tint usage -10%, 25%, 75%
  • 90% 80% 70% 60% 50% ■ 40% ■ 30% ■ 20% ■ 10%
  • CO M 25 YO K 100
  • R 35 G 31 B 32
  • PANTONE MFAT RICH BLACK
  • C 86 M 37 Y O K 10
  • RO G 120 B 183
  • PANTONE MFAT BLUE
  • BLACK
  • 90% 80% 70% 60% ■ 50% ■ 40% ■ 30% ■ 20% ■ 10%
  • CO MOYO K 100 R 35 G 31 B 32 PANTONE MFAT BLACK
  • Use secondary colour where appropriate.
  • Consider audience, tone and feel when adding secondary colour.
  • IMPORTANT: It is recommended that additional colour use should only be applied minimally and should not dominate MFAT black, MFAT blue and white.
  • IMPORTANT: CMD holds the master guide for MFAT colours. Reference to this document is essential for colour control when printing.
  • The master guide also contains information for preferred paper stock choice.
  • Please request this information from your MFAT contact or CMD account manager prior to printing.
Typography
  • MFAT uses the Vista family - Vista sans and Vista slab - for the majority of material we produce.
  • This family is comprehensive and flexible and includes different weights and forms for a variety of uses.
  • Using the Vista family ensures visual material produced remains consistently professional, contemporary and flexible.
  • A number of other fonts are also used for specific campaigns and applications (see the following pages).
  • Vista sans Vista slab ALIGNED TO All MFAT NZ Aid Programme
  • ACCEPTABLE TYPESETTING USE Total vista sans vista slab light vista sans vista slab book vista sans vista slab regular vista sans vista slab medium vista sans vista slab bold vista sans vista slab black
  • Open sans ALIGNED TO MFAT websites Safe Travel NZUNSC website ACCEPTABLE TYPESETTING USE Total
  • Minion pro ALIGNED TO All MFAT ACCEPTABLE TYPESETTING USE Image caption light minion pro regular minion pro medium minion pro bold minion pro black
  • Din pro ALIGNED TO UNSC campaign MFAT Strategic Framework ACCEPTABLE TYPESETTING USE Total
  • Nimbus ALIGNED TO UN Handbook African Union Handbook ACCEPTABLE TYPESETTING USE Total
  • FF chartwell ALIGNED TO All MFAT ACCEPTABLE TYPESETTING USE Infographic Chart Map light FF Chartwell regular FF Chartwell medium FF Chartwell bold FF Chartwell black FF Chartwell
  • Verdana ALIGNED TO All MFAT ACCEPTABLE TYPESETTING USE Desktop publishing in MS Office - Word, Excel and Power Point.
  • Calibri ALIGNED TO MFAT email
  • Arial ALIGNED TO MFAT email sign-off regular arial bold arial
  • Typesetting Vista sans This typesetting should be used for readability and consistency for most MFAT publications. Publication titles should be title-case, all other headings and captions should be sentence-case.
  • Point sizes and leading should not be increased or decreased to fit copy into layout.
  • Text paragraphs may be indented rather than spaced.
  • Justified text (when used) should be hyphenated and fine-tuned in the hyphenation and justification options within design programmes to avoid excessive word and letter spacing.
  • Left-aligned text is preferred for a more consistent and readable running text.
  • For alternative typesetting options please refer to your MFAT contact or CMD account manager.
  • Vista sans headings Section heading 80% K Introductory paragraph text Introduction paragraph text 15pt Vista sans book Heading one 90% K HEADING TWO Heading one 12pt Vista sans medium 100% K Heading three Heading two 8.5pt Vista sans black All caps 85% K Heading three 8.5pt Vista sans bold 100% K Section heading 26pt Vista sans regular
  • Vista sans body text • Vista sans book, 8.5pt / 11pt • left-aligned (preferred) • no hyphenation (preferred) • 2 mm space between paragraphs
  • Vista sans captions and tables, reduced running text • Vista sans book, 7.5pt / 10.5pt • left-aligned (preferred) • no hyphenation (preferred) • 2 mm space between paragraphs
  • Vista sans footnotes, graph and source text • Vista Book, 6.5pt / 8.5pt • left-aligned (preferred) • no hyphenation (preferred) • 1 mm space between paragraphs
  • Typesetting Vista slab This typesetting should be used for readability and consistency for most MFAT publications. Publication titles should be title-case, all other headings and captions should be sentence-case.
  • Vista slab headings Section heading Section heading 26pt Vista slab regular 80% K Introductory paragraph text Introduction paragraph text 15pt Vista slab book Heading one 90% K HEADING TWO Heading one 12pt Vista slab medium 100% K Heading three Heading two 8.5pt Vista slab black All caps 85% K Heading three 8.5 pt Vista slab bold 100% K
  • Vista slab body text • Vista slab book, 8.25pt / 11.25pt • left-aligned (preferred) • no hyphenation (preferred) • 2 mm space between paragraphs
  • Vista slab captions and tables, reduced running text • Vista slab, 7.5pt / 10.5pt • left-aligned (preferred) • no hyphenation (preferred) • 2 mm space between paragraphs
Logo Usage
  • The New Zealand Fern logo is at the centre of the Ministry’s visual identity.
  • Refer to page 6 to see how the MFAT logos fit within the broader New Zealand Fern logo architecture.
  • The full suite of MFAT logos are set out on page 7.
  • The MFAT logos must be used in accordance with the technical specifications for the New Zealand Fern logo.
  • We use the MFAT logo both onshore and offshore whenever Ministry branding is required.
  • The New Zealand Aid Programme logo is used on and offshore as the logo for our overseas development assistance.
  • Horizontal and vertical stacks of each logo are available as welI as art variants for digital and print production.
  • Please contact your MFAT contact or CMD account manager if you have any any questions about the logos or technical specifications.
  • A number of other agencies also use the New Zealand Fern logo as the basis for their own logos. The New Zealand Fern logo should be used to denote the involvement of multiple agencies, or where it is more appropriate to use a country logo rather than an agency logo.
  • The abbreviation “&” is used in the MFAT logo lockup. For other text, use “and” unless space is Iimited or specific referencing styles apply.
  • We have a minimum clear space requirement about the logo -it is to be kept clear of text.
  • The area is determined by the 1.5 x height of the New Zealand ‘N’ This area is proportional when enlarging or reducing the lockup.
  • The logo lockup minimum size is based on the size of the ‘New Zealand’ text being an overall width of 15mm. To ensure legibility, the logo lockup should not be reproduced any smaller than specified.
  • The Crest may be incorporated into MFAT logos (either separated out and used independently from the New Zealand Fern logo or as part of the lockup). Please ensure the Crest is sized proportionately to the rest of the lockup and remains aligned with the top and bottom of the fern.
  • The Crest overall should never be larger than the entire logo lockup.
  • The Crest may be used in black, reversed or gold embossing.
  • Please note that the gold embossed Crest should only be used by: Governor-General, Prime Minister, Ministers, Secretary for Foreign Affairs, Ambassadors and High Commissioners (Heads of Mission), Consuls-General, Special Envoys
  • Do not in any way change or recreate the New Zealand Fern logos.
  • Never use the Fern without the supporting type
  • These rules also apply to the MFAT logos
  • If you have any questions about the correct use of the New Zealand Fern or MFAT logos please talk to your MFAT contact or CMD account manager.
  • DO NOT, ALTER DIRECTION OR ANGLE OF THE FERN MARK
  • DO NOT, ALTER THE RELATIONSHIP BETWEEN ELEMENTS
  • DO NOT: ADD ELEMENTS OR SHAPES TO THE SIGNATURE
  • DO NOT: CHANGE TYPEFACES OF ANY ELEMENT
  • DO NOT, USE THE FERN IN ISOLATION
  • DO NOT; RECOLOUR ELEMENTS
  • DO NOT, USE THE TYPE IN ISOLATION
  • DO NOT, TINT OR CREATE A WATERMARK FROM ANY ELEMENT
  • DO NOT: CROP ELEMENTS
  • DO NOT: TWIST OR ROTATE ELEMENTS
Visual Style
  • The New Zealand Fern logo is at the centre of the Ministry’s visual identity.
  • The MFAT logos must be used in accordance with the technical specifications for the New Zealand Fern logo.
  • Horizontal and vertical stacks of each logo are available as welI as art variants for digital and print production.
  • We have a minimum clear space requirement about the logo -it is to be kept clear of text.
  • The area is determined by the 1.5 x height of the New Zealand ‘N’ This area is proportional when enlarging or reducing the lockup.
  • The logo lockup minimum size is based on the size of the ‘New Zealand’ text being an overall width of 15mm. To ensure legibility, the logo lockup should not be reproduced any smaller than specified.
  • The Crest may be incorporated into MFAT logos (either separated out and used independently from the New Zealand Fern logo or as part of the lockup). Please ensure the Crest is sized proportionately to the rest of the lockup and remains aligned with the top and bottom of the fern.
  • The Crest overall should never be larger than the entire logo lockup.
  • The Crest may be used in black, reversed or gold embossing.
  • Do not in any way change or recreate the New Zealand Fern logos.
  • Never use the Fern without the supporting type
  • These rules also apply to the MFAT logos
  • DO NOT, ALTER DIRECTION OR ANGLE OF THE FERN MARK
  • DO NOT, ALTER THE RELATIONSHIP BETWEEN ELEMENTS
  • DO NOT: ADD ELEMENTS OR SHAPES TO THE SIGNATURE
  • DO NOT: CHANGE TYPEFACES OF ANY ELEMENT
  • DO NOT, USE THE FERN IN ISOLATION
  • DO NOT; RECOLOUR ELEMENTS
  • DO NOT, USE THE TYPE IN ISOLATION
  • DO NOT, TINT OR CREATE A WATERMARK FROM ANY ELEMENT
  • DO NOT: CROP ELEMENTS
  • DO NOT: TWIST OR ROTATE ELEMENTS
  • Along with other NZ Inc. agencies, black and white is the basis of the Ministry’s visual identity.
  • Blue has also become an integral part of our visual identity following the success of the UNSC campaign.
  • Black, blue and white will continue to form the basis of our colour pallette.
  • Our colour palette also includes secondary colour for interest and variety.
  • Greater areas of colours can be rendered in white, MFAT black, MFAT rich black, MFAT blue and tints of these colours.
  • Recommended tint usage -10%, 25%, 75%
  • Use secondary colour where appropriate.
  • Consider audience, tone and feel when adding secondary colour.
  • IMPORTANT: It is recommended that additional colour use should only be applied minimally and should not dominate MFAT black, MFAT blue and white.
  • IMPORTANT: CMD holds the master guide for MFAT colours. Reference to this document is essential for colour control when printing.
  • The master guide also contains information for preferred paper stock choice.
  • The Ministry’s visual identity includes pattern that references the cultural dimensions of our work, particularly where we represent New Zealand offshore.
  • MFAT uses the Vista family - Vista sans and Vista slab - for the majority of material we produce.
  • Using the Vista family ensures visual material produced remains consistently professional, contemporary and flexible.
  • Vista sans book, 8.5pt / 11pt
  • left-aligned (preferred)
  • no hyphenation (preferred)
  • 2 mm space between paragraphs
  • Vista sans book, 7.5pt / 10.5pt
  • Vista Book, 6.5pt / 8.5pt
  • 1 mm space between paragraphs
  • Vista slab book, 8.25pt / 11.25pt
  • Vista slab, 7.5pt / 10.5pt
  • To maintain flexibility and consistency a centred 12 column grid is the preferred option.
  • The grid allows for expansion for text-heavy publications.
  • Running headers are aligned to the twelve columns.
  • Text can be flowed in one column, two columns or three columns as required.
  • Captions can be one column width.
  • Icons shouId be rendered in stroke application, shape application or alternatively a mixture of both.
  • The Ministry’s visual identity guidelines should be adhered to whenever motion graphics are required.
  • MFAT uses photographs to add imagery into our communications. We use photographs that showcase the unique characteristics of New Zealand and our region.
  • Our preference is to use large images consistent with the NZ Story visual approach, MFAT story-telling and contemporary photographic treatment.
  • Photographs should be appropriately credited.
  • Discretion should be exercised to ensure we respect the safety, privacy and human rights of any individual portrayed in photographs we use.
  • Discretion is also required to ensure photographs are not culturally or politically sensitive, or socially stigmatise the individuals portrayed.
Iconography
  • Icons shouId be rendered in stroke application, shape application or alternatively a mixture of both.
Layout And Composition
  • We have a minimum clear space requirement about the logo -it is to be kept clear of text.
  • The area is determined by the 1.5 x height of the New Zealand ‘N’ This area is proportional when enlarging or reducing the lockup.
  • The logo lockup minimum size is based on the size of the ‘New Zealand’ text being an overall width of 15mm. To ensure legibility, the logo lockup should not be reproduced any smaller than specified.
  • The Crest may be incorporated into MFAT logos (either separated out and used independently from the New Zealand Fern logo or as part of the lockup). Please ensure the Crest is sized proportionately to the rest of the lockup and remains aligned with the top and bottom of the fern.
  • The Crest overall should never be larger than the entire logo lockup.
  • Do not in any way change or recreate the New Zealand Fern logos.
  • Never use the Fern without the supporting type
  • These rules also apply to the MFAT logos
  • I NEW ZEALAND DO NOT, ALTER DIRECTION OR ANGLE OF THE FERN MARK
  • NEW ZEALAND DO NOT, ALTER THE RELATIONSHIP BETWEEN ELEMENTS
  • NEW ZEALAND DO NOT: ADD ELEMENTS OR SHAPES TO THE SIGNATURE
  • NEW ZEALAND DO NOT: CHANGE TYPEFACES OF ANY ELEMENT
  • DO NOT, USE THE FERN IN ISOLATION
  • NEW ZEALAND DO NOT, USE THE TYPE IN ISOLATION
  • NEW ZEALAND DO NOT, TINT OR CREATE A WATERMARK FROM ANY ELEMENT
  • NEW ZEALAND DO NOT: CROP ELEMENTS
  • NEW ZEALAND DO NOT: TWIST OR ROTATE ELEMENTS
  • To maintain flexibility and consistency a centred 12 column grid is the preferred option.
  • The grid allows for expansion for text-heavy publications.
  • Running headers are aligned to the twelve columns.
  • Text can be flowed in one column, two columns or three columns as required.
  • Captions can be one column width.
Masterbrand Architecture
  • Refer to page 6 to see how the MFAT logos fit within the broader New Zealand Fern logo architecture.
  • New Zealand Masterbrand - Architecture (As at January 2015) New Zealand Crest TIERl New Zealand Masterbrand NEW ZEALAND Local Translation NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NUEVA ZELANDIA NOVA ZELANDIA HOBAI 3EJ1AH]HA si ZG #EL5 _1-7-j/F –n ZG Bi Government Entity " 1"‘18 8 8 8 18 8 NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND CUSTOMS IMMIGRATION FOREIGN AFFAIRS &TRADE AGRICULTURE & FORESTRY TOURISM TRADE & ENTERPRISE Embassy High Commission Consulate General 8 8 NEW ZEALAND NEW ZEALAND NEW ZEALAND HIGH COMMISSION CONSULATE-GENERAL TIER2 8 8 Government Entity Sub-brand 1F F 18 88 9 NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND NEW ZEALAND FOREIGN AFFAIRS &TRADE AGRICULTURAL GREENHOUSE GAS MAJOR EVENTS BUSINESS EVENTS BUSINESS NUMBER INSOLVENCY AND COMPANIES OFFICE COMPANIES OFFICE GOVERNMENT PROCUREMENT GOVERNMENT PROCUREMENT Aid Programme Research Centre TRUSTEE SERVICE Government Electronic Tenders Service TIER3 Approved Initiative Identity 12-NEW ZEALAND PRESIDENCY 2011 NEW ZEALAND NEWZEALAND CENTRAL 2: TIER4 Approved Government Partners Programme NEW ZEALAND GOVERNMENT TIERS Approved Partners Programme NEW ZEALAND
Motion Graphics
  • M FAT uses static and motion graphics to present information quickly, clearly and with impact.
  • Icons shouId be rendered in stroke application, shape application or alternatively a mixture of both.
  • lnfographic treatment can range from a simple application (such as a detailed icon) to more complex layered data visualisation.
  • lnfographic art can be repurposed and key­framed with animation effects (within certain design programmes Flash and After Effects). This is useful to re­purpose finished art and distribute it through multiple digital channels -interactive PDFs, social media, large screen Power Point presentations etc.
  • Animation should be welI considered for the audience and channel.
  • The Ministry’s visual identity guidelines should be adhered to whenever motion graphics are required.
Infographic Guidelines
  • FF Chartwell font can also be used to generate interesting designed graphs. Only use this option where FF Chartwell is avai Iable.
  • Infographic treatment can range from a simple application (such as a detailed icon) to more complex layered data visualisation.
  • Infographic art can be repurposed and key­framed with animation effects (within certain design programmes Flash and After Effects). This is useful to re­purpose finished art and distribute it through multiple digital channels -interactive PDFs, social media, large screen Power Point presentations etc.
  • Animation should be welI considered for the audience and channel.
  • The Ministry’s visual identity guidelines should be adhered to whenever motion graphics are required.
  • FF chartwell ALIGNED TO All MFAT ACCEPTABLE TYPESETTING USE Infographic Chart Map
Pattern Guidelines
  • The Ministry’s visual identity includes pattern that references the cultural dimensions of our work, particularly where we represent New Zealand offshore.
  • Many of the following patterns are derived from the tukutuku panels featured in Te Whare Aorere in Wellington.
  • Poutama pattern ALIGNED TO All MFAT The poutama(steps) represent many things in the Maori world. In the cosmological sense it represents the path taken by Tane Mahuta to the uppermost heaven in his quest for the baskets of knowledge In the secular sense, it represents the steps taken with education, advancement, planning and success.
  • Waewae pukeko pattern ALIGNED TO All MFAT The name waewae pukeko refers to the footprints of the native bird called the pukeko This pattern represents the Ministry’s themes of communciation and home­ties, very important for staff that travel the world on behalf of the New Zealand Government.
  • Niho taniwha pattern ALIGNED TO Safe Travel Niho taniwha (teeth of the dragon) represents mythological monsters with the habit of killing and eating people, or taking them unawares This pattern reminds us of the need to be wary and prepared for any eventuality.
  • Patiki pattern ALIGNED TO M FAT Strategic Framework The patiki (flounder) was an important food for many Maori and can be used as a symbol for resources in the broader sense. This pattern represents our corporate capacity to deliver resources to, and on behalf of, the New Zealand Government.
  • Waka oar pattern ALIGNED TO UNSC campaign This pattern symbolises the need to row the waka in the same direction, together.
  • Asia-Pacific pattern 1 ALIGNED TO NZAid Programme All MFAT
  • Asia-Pacific pattern 2 ALIGNED TO NZAid Programme All MFAT
  • Asia-Pacific pattern 3 ALIGNED TO NZAid Programme All MFAT
Template Guidelines
  • MFAT produces a wide range of large format printed material. Pull up banners are an attractive and easy option for marketing and event collateral.
  • The template examples provided illustrate how the Ministry’s different visual identity compositional elements can be used to form a finished product.
  • Please talk to your MFAT contact or CMD account manager for design and production of banners.
  • Standard banner sizes apply as well as large format options.
  • Our business card reflects the Ministry’s visual identity.
  • To order business cards complete the relevant form on Te Aka.
  • AstandardA6word invite is available for use.
  • There are a number of options available with com bi nations of logo and pattern lock ups as well as blank options.
  • For access to these additonal templates or designed invitations please talk to your MFAT contact or CMD account manager.
  • Decals Art for decals can be conceptualised from Minimal the pattern and colour 20% Tint palette application [ Full reversed application Coverage can range from full to minimal as suited to the site requiring application Tinted and reversed application is preferred. Full MFAT blue Multiple on MFAT black MFAT black tint treatment [ SAMPLE DECAL DESIGN
  • MFAT’s official email signature reflects our visual identity and is a simple way to present a professional, consistent approach in electronic communications.
  • All messages sent from individuals’ mfat.govt.nz addresses should have the official email signature.
  • Instructions and options for setting up your emaiI signature in Outlook are available on Te Aka.
  • Where it is appropriate to provide some information in a second language, please follow the same template, adding the translation alongside or underneath the corresponding English line.
  • Keep your email signature short and concise
  • Restrict your email signature to the details and information contained in the template
  • Stick to the style and font contained in the template
  • Use the long email signature (with logo and complete contact information) for all initiated emails
  • Use the short email signature (with key information only) for forwarded and reply emails.
  • Add additional logos, clip art or other images
  • Add your name as a signature in cursive or other scripts or fonts
  • Add additional information such as mission statements or print warnings-the standard MFATsecurity message will be automatically added below the signature when an email is sent
  • Use your email signature as an advertising billboard
  • Add quotes or other sentiments
  • Use the email signature on formal messages
Email Signature Guidelines
  • MFAT’s official email signature reflects our visual identity and is a simple way to present a professional, consistent approach in electronic communications.
  • All messages sent from individuals’ mfat.govt.nz addresses should have the official email signature.
  • Instructions and options for setting up your emaiI signature in Outlook are available on Te Aka.
  • Where it is appropriate to provide some information in a second language, please follow the same template, adding the translation alongside or underneath the corresponding English line.
  • Keep your email signature short and concise
  • Restrict your email signature to the details and information contained in the template
  • Stick to the style and font contained in the template
  • Use the long email signature (with logo and complete contact information) for all initiated emails
  • Use the short email signature (with key information only) for forwarded and reply emails.
  • Add additional logos, clip art or other images
  • Add your name as a signature in cursive or other scripts or fonts
  • Add additional information such as mission statements or print warnings-the standard MFATsecurity message will be automatically added below the signature when an email is sent
  • Use your email signature as an advertising billboard
  • Add quotes or other sentiments
  • Use the email signature on formal messages
  • • Keep your email signature short and concise
  • • Restrict your email signature to the details and information contained in the template
  • • Stick to the style and font contained in the template
  • • Use the long email signature (with logo and complete contact information) for all initiated emails
  • • Use the short email signature (with key information only) for forwarded and reply emails.
  • • Add additional logos, clip art or other images
  • • Add your name as a signature in cursive or other scripts or fonts
  • • Add additional information such as mission statements or print warnings - the standard MFAT security message will be automatically added below the signature when an email is sent
  • • Use your email signature as an advertising billboard
  • • Add quotes or other sentiments
  • • Use the email signature on formal messages
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