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Prince's Trust Australia Brand Guidelines

Every day we work towards a more sustainable future for Australia, where young people, military families, and communities thrive.

Whether you are a participant, donor, staff member or program partner, you are a vital part of our community and our vision.

To support our efforts, these guidelines outline the elements which make up Prince’s Trust Australia’s visual identity, values, and brand. It is a helpful resource to ensure staff and partners are clear about the correct ways to use our assets.

Our visual identity is made up of several elements, including: our logo, devices or assets, photography, colour palette, graphics, and typography. When we use these elements consistently, people recognise us.

This design kit is flexible enough to engage a wide range of audiences and promote our full range of services. It emphasises the importance of quality and consistent communications that strengthen trust and awareness of our brand while providing for a high degree of creative flexibility.

Please make sure you read the following guidelines before creating any assets as it is vital you understand the ways in which they can and cannot be used.

If you have any questions about our brand guidelines, please contact us via email at media@princes-trust.org.au.

About Our Brand

Our vision is to transform lives and build sustainable communities. Our values define our beliefs and behaviours as an organisation. They are:

  • Approachable: We are open minded and value diversity
  • Non-judgemental: We focus on the potential not the past
  • Inspiring: We lead by example
  • Empowering: We enable positive change
  • Passionate: We are absolutely committed to supporting Australians

Inspired by the vision of our President, HRH The Prince of Wales, and driven by our values, we believe that change can come from challenge. And where our communities face a challenge, we will rise to meet it.

Our Visual Identity

We must present a unified look, feel & sound to drive our engagement across our young people, defence members, and sustainable communities’ portfolios.

Prince's Trust Australia has three distinct audiences and needs. Mindful that each audience responds differently to different looks, we have developed visuals and brand messaging that create a sense of family and unity.

Our visual style draws on our sister charities The Prince's Foundation and Prince's Trust UK and integrates messaging developed by Houston Group in consultation with Trust staff.

Like our colleagues in the United Kingdom, we are a brand of action and positivity. We are dynamic and clear in our mission and values.

Diverse assets from The Prince's Foundation and Prince's Trust UK. Bold, bright, and contrasting overlay designs appeal to young and diverse communities. Warm, muted, and simple designs appeal to professional audiences in architecture, design, and construction.

Tone of Voice

Our communications are clear, to the point and positive. Our tone of voice is distinctive and natural to us. We use short sentences, avoiding jargon, acronyms, and abbreviations. Sharing stories of our participants are the best way to communicate our story. When we communicate, we are:

  • Optimistic: We encourage participants and stakeholders to believe that anything is possible. We are hopeful, trusting, enthusiastic, encouraging, and positive.
  • Inspirational: We encourage participants and stakeholders to discover their inner strength to build brighter futures. We are uplifting, helpful, and elevating.
  • Empowering: We help participants and stakeholders embrace opportunities. We are caring, nurturing, strong, enriching, and steadfast.
  • Determined: We help participants and stakeholders build confidence and instil self-belief.

Where appropriate, certain tones may be dialled up or down (dependent on the subject matter, channel, and audience).

We are inspired by four distinct brand drivers:

  • Our Strength: A Global Network, A Local Mandate.
  • Our Opportunity: Impact One, Impact Many.
  • Our Invitation: Imagine It. Start It. Achieve It. Build It.
  • Our Challenge: Rise To Meet It.

The Chevron

The chevron is our primary asset and used across all three portfolios. The chevron represents our brand drivers and values. Repeated use of the chevron also helps us communicate consistently across our three diverse audiences.

There are two variations of the chevron:

  • Core chevron
  • Active chevron

The core chevron almost always appears in full on any device or asset. It should not be split or halved without prior approval. The active chevron is often used in parts. It can be used as an underlay for images, and as a background on stationary, banners, digital assets, and presentations. Both chevrons can be presented at 50% opacity.

The 'core' chevron is on the left, and the 'active' chevron on the right. The active chevron can be used 'in parts'. The core chevron must appear in full.
Approved backgrounds using the chevron

Typeface

All external documents and assets must use an approved font. These are:

  • Steradian Regular and Bold (for copy)
  • Bebas Neue Regular and Bold (for headlines)
  • Arial Regular and Bold (fallback typeface)

Bebas Neue and Steradian are creative fonts and should be used on all external-facing documents, including social media assets, proposals, PowerPoints, media releases, reports, websites, and program materials.

Creative assets must use Steradian Regular or Steradian Bold for all copy. For striking headlines and titles, we use open-source font Bebas Neue Regular or Bold. For internal documents and correspondence, Arial Regular is acceptable for copy text and Bebas Neue Regular for headlines.

Typeface Colours

Where possible, external-facing documents should use the colour #323232 for all copy. This does not apply for social media assets.

Headlines and subheadings may use either HEX#E60A4B (our primary red) or HEX#1E1964 (our primary blue). For consistency, please ensure all headings use one of the preferred colours, not both.

Hyperlinks should always be HEX#E60A4B (our primary red).

Accessibility

Accessibility is critical to our work. Typeface should be presented in a minimum of:

  • Bebas Neue: 18 pt font
  • Steradian: 11 pt font (excluding footers)

For all fonts, please refrain from using italics. It can be difficult to read online, especially for people with dyslexia. The preference is to bold or underline.

For imagery in presentations and digital assets, we encourage the use of highlighted text to distinguish between the background and the type.

Highlighted text should be used sparingly per image and/or document. It should always include a minimum of 80 pt line spacing and no words should be split between lines.

Highlighted text on an image with 50% active chevron. The contrast between the blue and white makes it easier to understand and digest. All highlighted text should include 80 pt line spacing.
Core asset should be used in its entirety (and not split or halved). The core chevron can be used behind imagery, and at 50% opacity.
Samples of use of the core and active chevrons for creative assets across digital media

Colours

Blending colours from our UK colleagues, we use the following colours:

Creative asset designers should be mindful of the following:

  • Our Sustainable Communities portfolio must differentiate from INTBAU Australia. INTBAU uses a similar blue and white scheme. The portfolio should also use subtle overlay techniques versus two-toned overlays.
  • Our Defence Members portfolio must differentiate from Soldier On. Soldier On uses a similar grey, red and white scheme with their own unique chevron.

Graphics and Infographics

Facts, figures and quotes are a useful part of our identity, helping us to convey key information.

Facts and Figures

Statistics are highlighted with an asterisk. A key word or number is pulled out to grab the audience’s attention. These statistics can be presented in a single colour or you can choose to highlight the asterisk in a different colour from our palette.

We do not use black writing or a black asterisk on a red background. Use white in this instance.

Quotes

We use a bold format to highlight quotes from participants and supporters. These quotes are in Bebas Neue typeface and the words are presented in the same colour (usually black or white). Where possible, quotes are attributed on the final line and justified in the opposite direction to the text.

Text should always be justified in line with the quotation mark (left or right) and never centred.

The colour chosen will be dependent on the background. For accessibility, we suggest a maximum of 20 words in the quote.

Icons

Our Enterprise Skills can be represented visually on external documents and assets. Approved icons are available from a member of Prince’s Trust Australia staff.

A PowerPoint template is also available for use.

Photography

To ensure we reflect our values and brand drivers, we always choose photos of engaged participants. Images should feel authentic and use of natural poses is encouraged. All imagery should showcase the diversity of participants on our programs, including age, ethnicity, gender, and ability. Where possible, always use full bleed pictures.

Do not:

  • Use photos with poor composition and lighting.
  • Use photos where participants do not look engaged, inspired, or active.
  • Use photos with any explicit content, including alcohol, drugs, graphic material, offensive language, or weapons.
  • Alter images, unless to remove a background or personally identifiable feature (like a nametag).

Use of Stock Images

When participant images are not available, we encourage the use of stock images from Unsplash or Adobe. All images must be attributed, using Arial or Steradian font in a single line on discreet part of the asset.

Stock images should be free from brand positioning. They must be clear, engaging and compliment the call-to-action or messaging. We encourage use of photos that represent the four pillars of our visual identity.

User-generated content (video and photography) can be used, with some guidelines to maintain the Trust's reputation for quality and credible output (see below). User-generated content must be approved by a member of staff before use.

Media Consent

Written consent must be secured before using the image and/or quote from a participant, supporters, or donor on any publication or asset. This includes social media, presentations, and proposals. Please reach out to a member of Prince’s Trust Australia staff for a copy of our marketing consent form and accompanying guidelines.

Sharing content from third parties

Publishing user-generated or partner-generated content can compromise our reputation and messaging. When deciding to share content generated by a third-party, always seek guidance from a member of Prince’s Trust Australia staff.

To ensure the content protects our brand, participants, and partners, consider these questions:

  • Does the content accurately showcase our work?
  • Does the content protect our reputation?
  • Does the content embody our values?
  • Is the content relevant to our audience(s)?
  • If statistics are cited, are they appropriately sourced from a reputable organisation?
  • Do we have consent to share information or imagery about participants featured in the content?

Content from Clarence House, The Royal Family and Prince’s Trust Group is generally acceptable to share, as appropriate. With prior approval, we may share content from program partners (provided a Memorandum of Understanding is in place). To protect our reputational risk, we do not encourage sharing content from third parties we do not have agreements with on any external communications.

Use of language

When communicating externally, staff should use the following guidelines:

  • His Royal Highness The Prince of Wales can only be abbreviated to "HRH The Prince of Wales" and subsequently "HRH". All mentions of Our President must include the HRH prefix.
  • The Prince's Trust Australia Limited can only be abbreviated to "Prince's Trust Australia" or "The Trust", never as "PTA". Where possible, copywriters should refrain from using the double possessive. For example, "The messaging of Prince's Trust Australia" is preferred over "Prince's Trust Australia's messaging".
  • There should always be an apostrophe in "Prince's".
  • Our community of delivery providers (including teachers) are referred to as "facilitators" or “educators”.
  • Achieve is described as a framework, not a programme.
  • The Enterprise for Veterans programme is frequently shortened to the “Enterprise programme” or “Enterprise”.
  • "Veteran" can be used to describe a transitioning defence member or a former defence member. "ADF family member" or "ADF partner" is preferred over "ADF spouse" or "wife".
  • The British spelling of "programme" is preferred over "program”.

It is important to consistently describe our organisation on media releases or through proposals. Please use the following messages:

  • To describe the Prince’s Trust Group: The Prince's Trust Group is a global network of charities transforming lives and building sustainable communities in the United Kingdom, Canada, Australia, New Zealand and across the Commonwealth. Together, we work in partnership to promote, support, and inspire people and their communities to flourish. His Royal Highness The Prince of Wales is President of The Prince's Trust Group.
  • To describe the Prince’s Trust Australia: Prince’s Trust Australia champions resilient, sustainable communities and supports veterans, their families, and young people to overcome systemic barriers and reach their full potential.

Use of logo

The logo is the primary visual element of our identity and should be used wherever possible on all communications. Care must be taken to ensure reproduction of the detailing is correct. Due to its commercial value, the logo must never be used on any unauthorised third-party websites or collateral. The use of the logo must receive prior approval from a staff member of Prince's Trust Australia.

Alternative options to recognise partnerships or support are available from the Prince's Trust Australia team.

The colour of the logo (HEX#CC0033) is different to the creative colours and must not be changed or altered under any circumstances.

The logo is made up of two elements – the words ‘Prince’s Trust Australia’ and the feathers graphic.

The feathers cannot appear separately from the logo text. The relationship between them is fixed and the relative proportions must not change.

The logo width should never be displayed smaller than 15mm (for print) or 90px (for digital).

The logo must be clear and include a 25% exclusion zone. The exclusion zone is a clear space a quarter of the width of the size of the logo around all sides (see right).

Graphic elements must not enter the exclusion zone. The only exception is when a logo is overlaid over an image.

Logo variations

A white, black and red option of the logo are available for use. The logo must be clearly presented and contrast with any background.

  • White background: Against a white background the logotype may be shown in either Prince’s Trust Australia red or black.
  • Grey background: Against a very light background, the logotype should only be shown in black.
  • Red background: Against a medium-value background, for example the red used by Prince’s Trust Australia, the logotype should be shown in white.
  • Black background: Against a black or very dark colour background, the logotype should always be shown in white.

Please contact a member of staff to discuss the appropriate use of the Prince's Trust Australia logo by partners, patrons, donors, ambassadors, participants and sponsors.

Contact

If you have any queries regarding the Prince’s Trust Australia logo and guidelines, please email media@princes-trust.org.au.