Lifeline Style Guide FINAL

Lifeline
Style Guide
Contents
Introduction 1
Corporate colours 2
Corporate fonts 3
Corporate logos 4
Lifeline 4
Lifeline 13 11 14 4
Lifeline Australia 4
Lifeline tagline 4
Lifeline Centres 5
Lifeline sub-brands 6
Logo colours 7
Logo usage on a photographic background 7
Logo exclusion zone 8

Logo minimum size requirements 8
Logo – incorrect application 9
Graphic element 10
Stationery 11
Business card (Australia + Centres) 11
Letterhead (Australia) 12
Letterhead (Centres) 13
With compliments (Australia) 14
With compliments (Centres) 15
Electronic Word letterhead 16
Microsoft PowerPoint template 17

External word template 18
DL brochure 19
DL brochure examples 20
Flyer 21
E-signature 22
Building signage 23
Charity bins 24
Appendix A – File format terminology 25
Lifeline Australia | Style Guide ii

Introduction
Welcome to the Lifeline Style Guide.
This guide has been designed to ensure the integrity of the corporate style
and to maintain a common identity for all Lifeline Australia and Lifeline Centres.
The purpose of the corporate style is to provide a consistent and recognisable look
that brands all Lifeline products and services. It builds upon the existing brand
recognition and refreshes it for the current day and future of Lifeline.
This guide outlines the specifications for the Lifeline logos, colours and fonts.
It also demonstrates some applications of the various brand elements and styles,
and how they may be used to produce Lifeline promotional materials.
Lifeline Australia | Style Guide

Corporate colours
Correct usage and consistency of colours, fonts and corporate logos are vital
to maintain the Lifeline Australia brand identity. The Lifeline Australia corporate
colours are shown below. Please note that PMS 654 is the primary Lifeline colour.
Colours swatches are a guide only, please refer to a Pantone® Colour Guide for an accurate reference.
Primary colour
PMS 654 PMS 7524 PMS 383
CMYK CMYK CMYK

C 100 C0 C 20
M 67 M 55 M0
Y0 Y 60 Y 100
K 37 K 27 K 19
Websafe Websafe Websafe
hexadecimal hexadecimal hexadecimal
#1a3364 #965b50 #a0a800
Complementary colours
Paint equivalent of the The colours below may be incorporated when developing different products,
Primary colour is Dulux however there must always be an obvious link to the corporate colour palette.
Passionate Blue P41/H9.
Colours swatches are a guide only, please refer to a Pantone® Colour Guide for an accurate reference.
PMS 7503 PMS 659 PMS 1375
CMYK CMYK CMYK

C0 C 55 C0
M 12 M 30 M 40
Y 35 Y0 Y 90
K 25 K0 K0
Websafe Websafe Websafe
hexadecimal hexadecimal hexadecimal
#a69b74 #7a95d2 #eb981b

Corporate fonts
The fonts (or typefaces) that comprise the branding for Lifeline Australia
have been chosen for readability as well as visual appeal. These fonts
are to be used for any external communication pieces.
AG Book Rounded ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Medium abcdefghijklmnopqrstuvwxyz

Bold abcdefghijklmnopqrstuvwxyz
For internal Lifeline communication pieces and where AG Book Rounded

is not available the below fonts are to be used.
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Italic abcdefghijklmnopqrstuvwxyz
Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

For all web and electronic communication, the below fonts are to be used.
Verdana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Verdana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Verdana Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Verdana Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ


Corporate logos
The Lifeline Network incorporates a range of logo options:
• Lifeline A U S T R A L •
I ALifeline 13 11 14
• Lifeline Australia • Lifeline tagline
• Lifeline sub-brands • Lifeline Centres
A U S T R A L I A
Lifeline
Lifeline 13 11 14
Lifeline Australia
Lifeline tagline
The Lifeline tagline logo incorporates the tagline ‘connect with someone
who cares’. Two versions are available, the preferred option is the single
line version, however the most appropriate version for the space available
should be used.
connect with someone who cares
connect with someone who cares
connect with
someone who cares
connect with
someone who cares

Lifeline centres
Each Lifeline Centre has its own logo which is available from Lifeline Australia
in a range of formats.
Due to the number and variety of Lifeline Centre names, multiple rules exist that
govern where the Centre name starts. For longer names the text starts at the
F in Lifeline, this then moves to the L, and then onto the N (both left and right
arm). In some cases the text runs over two lines due to extra long names.
The F rule
The L rule
The N rule

Lifeline sub-brands
The Lifeline brand also comprises of three sub-brands and a national fund.
These brands are representative of relevant services which require their own
identity at a national level.
The sub-brands are Lifeline Information Service, Lifeline Suicide Prevention Fund,
Lifeline Telephone Counselling 13 11 14 and Lifeline Service Finder.
These logos are governed by the same guidelines as the Lifeline Australia logo.
Service Finder
PMS 654 + PMS 7524
Blue C100 M67 Y0 K37
Earth C0 M55 Y60 K27
Suicide Prevention Fund

PMS 654 + PMS 7503
Tan C0 M55 Y60 K27
Information Service
PMS 654 + PMS 383
Green C0 M55 Y60 K27
Telephone Counselling 13 11 14
PMS 654 + PMS 659
Light blue C0 M55 Y60 K27

Logo colours
The Lifeline logos must appear in their official formats as demonstrated below.
Digital files are available from Lifeline Australia. The logos should be kept in their
original proportions. No variation or distortion of the logo should occur.
The Lifeline logos may only be reproduced in the corporate blue (PMS 654)
or black, no other colour use is permitted. The logos may also be reversed,
however it must be ensured that the colour that the logo is reversed out
of provides enough contrast for the logo to be clearly visible.
Mono
100% black
Spot
PMS 654
CMYK
Blue (C100 M67 Y0 K37)
Reversed
(example colour only)
Logo usage on a photographic background

Where possible the logo should be used on solid backgrounds. However when
necessary the logo can be placed on a photographic background. Please ensure
that the background is not overly busy and that the logo is easy to distinguish.
The logo should be reversed out of dark backgrounds, and the solid corporate
blue version should be used on light coloured backgrounds.

Logo exclusion zone
An exclusion zone has been established to ensure that the dignity of the design
is not jeopardised through crowding. This zone is defined as ‘X’ and is based
upon the height of the ‘e’. Please note, this zone is a minimum dimension.
The same restrictions to all forms of the Lifeline logo suite apply.
X
X
X
X
Minimum size
The desirable minimum usage size for the Lifeline suite of logos on all printed
materials is 30mm wide. In some the instances the logo may need to be reduced
to below this size, for example on some merchandising items. Therefore if the
logo should need to be reproduced smaller, it needs to be at a size that ensures
it is readable, clear and distinguishable.
30mm

Incorrect application
Consistency in the application of the design is critical to the intention of establishing a
recognition device for Lifeline. For this reason, the integrity of the design and its use
should be maintained at all times. The examples below show how the design is NOT
to be used. Please note: the design examples below apply to every form of the design
and in every application of the design.
Never tilt the design. Never use the design in a low

contrast manner.
Never distort the design. Never use the design in any other
colours other than black, white
or PMS 654.
Never enlarge or alter in proportion Never reverse the design out

any part of the design. of a tinted background.
Never tint the logo. Never place the design in a box

that encroaches the exclusion zone.

Graphic element
The LIfeline circles are used as subtle graphic elements. They reference the circle
element within the Lifeline logo. This graphic can be used on any communication
pieces as a subtle design feature. They can be scaled to any size, and cropped where
necessary, however they should always be reproduced at no less than 0.25pt and
no more than 0.5pt.
The circles should be used as tints of the corporate or complementary colours,
they can also be used as a transparent white over images. The circles may be
used as solid coloured elements where appropriate. They are not to be reproduced
in any other colours or formats.
Lifeline Australia | Style Guide 10

Stationery
Business cards (Australia + Centres)
Size: 90mm x 45mm
Colours: 2 Colour – PMS 654 and PMS 1375
Lifeline Australia
5mm Logo width 33mm 5mm
5mm
16mm Name Font AG Book Rounded Medium

9/11pt Colour PMS 1375
Title Font AG Book Rounded Medium
Name 6/7.2pt Colour PMS 654
TITLE
Address information Font AG Book
PO Box Rounded Regular 7.5/9pt Colour PMS 654
Address
Contact numbers Font AG Book Rounded
T 00 0000 0000 F 00 0000 0000
Regular 7/8.4pt Colour PMS 654
E email@lifeline.org.au W www.lifeline.org.au
T, F, E, W Font AG Book Rounded Medium
7/8.4pt Colour PMS 1375. Double space
5mm
before F and W.
Lifeline Centres
The Lifeline Australia logo is to be replaced with individual centre logos.
The logo should always be positioned as demonstrated below.
5mm Logo width 33mm 5mm
5mm
16mm Name Font AG Book Rounded Medium

9/11pt Colour PMS 1375
Title Font AG Book Rounded Medium
Name 6/7.2pt Colour PMS 654
TITLE
PO Box Rounded Regular 7.5/9pt Colour PMS 654
Address
T 00 0000 0000 F 00 0000 0000
Regular 7/8.4pt Colour PMS 654
E email@lifeline.org.au W www.lifeline.org.au
7/8.4pt Colour PMS 1375. Double space
5mm
before F and W.

Stationery
Letterhead (Australia)
Size: A4 (210mm x 297mm)
Colours: Two Colour – PMS 654 and PMS 1375
All inserted text should sit within the specified margins, left margin is 25mm
from edge of page, top margin is 65mm from top edge of page.
10.5mm Logo width 57mm 5mm
31.5mm
Top margin
65mm
Left margin
25mm
Office name Font AG Book Rounded

Medium 9/11pt Colour PMS 1375
Space after 1mm
Rounded Regular 8.5/10pt Colour PMS 654
Regular 8.5/10pt Colour PMS 654
8.5/10pt Colour PMS 654
National Office 13mm

PO Box 173,
Deakin West ACT 2600
T 02 6215 9400
F 02 6215 9401
E national@lifeline.org.au
W www.lifeline.org.au
connect with someone who cares ABN 84 081 031 263
5mm
12.4mm
Note: example is shown at 40%

Letterhead (Centres)

The logo should always be positioned as per the below instructions.
All inserted text should sit within the specified margins, left margin
is 25mm from edge of page, top margin is 65mm from top edge of page.
Centres may choose to use blank paper as follower sheets to the cover
page of the letter.
10.5mm Logo width 57mm 5mm
31.5mm
Top margin
65mm
Left margin
25mm

Space after 1mm

PO Box 173,
T 02 6215 9400
F 02 6215 9401
5mm
12.4mm

Stationery
With compliments (Australia)
Size: 210mm x 99mm
11mm Logo width 51.5mm 5mm
11.5mm
24mm
with compliments 11mm

PO Box 173,
T 02 6215 9400
F 02 6215 9401
5mm
11mm
With compliments Font AG Book Rounded

Regular 11/11pt Tracking 200 (Indesign)
Colour PMS 1375
Tagline Font AG Book Rounded Medium
10/14.4pt Colour PMS 1375
Space after 1mm

With compliments (Centres)
Size: 210mm x 99mm

The logo should always be positioned as per the below instructions.
11mm Logo width 51.5mm 5mm
11.5mm
24mm
with compliments 11mm

PO Box 173,
T 02 6215 9400
F 02 6215 9401
5mm
11mm
With compliments Font AG Book Rounded

Regular 11/11pt Tracking 200 (Indesign)
Colour PMS 1375
Tagline Font AG Book Rounded Medium
10/14.4pt Colour PMS 1375
Space after 1mm

Electronic Word letterhead
This electronic version of the letterhead can be used as a simple word document.
It should not be used for printing but rather as an option for sending letters via email
or other electronic media.
The only elements that should be edited are the Lifeline logo, updated to the required
Centre logo, and the address details. Style sheets have been set up within Microsoft
Word for all address details.
All inserted text should sit within the specified margins, left margin is 25mm from edge
of page, top margin is 65mm from top-edge of page.
10.5mm Logo width 57mm
31.5mm
Top margin
65mm
Left margin
25mm
Office name Font Arial 8.5pt Colour PMS 1375

Address information Font Arial 8.5pt Colour PMS 654
Contact numbers Font Arial 8.5pt Colour PMS 654
T, F, E, W Font Arial bold 8.5pt Colour PMS 654
National Office
PO Box 173,
T 02 6215 9400
F 02 6215 9401
ABN 84 081 031 263

PowerPoint Template
Microsoft PowerPoint templates have been supplied to ensure consistency
of the Lifeline brand throughout all communication formats, both internally
and externally. A title slide and internal slide template have been provided.
Please use the supplied style sheets for all text.
Title slide
Insert title of powerpoint

presentation here Background graphic
(including the blue box,
circle graphics, tagline
and logo) is locked and
should not be altered.
Presentation title is the
only editable field.
connect with someone who cares Presentation title

Font Arial 34/36pt
Colour white
Internal slide
Heading Level 1
Luptatin eum venit at atem zzrit nulla alisit ipsum vel il eliquam dolutatvero
odolum volore do con utpatisim qui tat niat. Sandipisi ea feummy nullumsan
utpat aliquissi et lobor sum illa feugait irilit praese doluptat. Duis nonsequat.
Background graphic
Heading Level 2
(including the blue border,
Luptatin eum venit at atem zzrit nulla alisit ipsum vel il eliquam dolutatum
circle graphics and logo) is
vero odolum volore do con utpatisim qui tat niat. Sandipisi ea feummy
nullumsan utpat aliquissi et lobor sum illa feugait irilit praese doluptat. locked and should not be
Duis nocte min ea ad estie vel ea facilla alis at veliquatequis:
altered, thse should appear
on all internal slides.
• Dolorero eumsan utatt alit nibh ex et
• Luptatin eum venit at atem zzrit nulla alisit Heading Level 1
• Ipsum vel il eliquam dolutatum vero odolu Font Arial bold 22/24pt
• Luptatin eum venit at atem zzrit nulla alisit Colour PMS 654
Heading Level 2
Font Arial regular 18/20pt
Colour PMS 654
Body text
Font Arial regular 15/18pt
Colour black

External Word document
An external Word document template has been supplied to demonstrate the page
layout and text formatting standards when creating a document within Microsoft
Word. This format needs to be followed to ensure consistency across the brand.
Please see the heading and text levels below and refer to the template document
for the page layout.
Title (Arial Bold 22/24pt)

1. Heading One (Arial Bold 14/16pt)
Body text (Arial Regular 10/12pt)
1.1 Heading Two (Arial Bold 13/15pt)

1.1.1 Heading Three (Arial Bold 12/14pt)

1.1.1.1 Heading Four (Arial Regular 11/13pt)

1.1.1.1.1 Heading Five (Arial Regular italic 11/13pt)

title page contents page text page
Table of Contents
1. Heading One
1. Heading One ...................................................................................................... 3
1.1 Heading Two............................................................................................... 3 Body Text
1.1.1 Heading Three .................................................................................... 3
1.1 Heading Two
1.1.1.1 Heading Four .................................................................................. 3
Body Text
1.1.1 Heading Three

Body Text
Title 1.1.1.1 Heading Four

Body Text
1.1.1.1.1 Heading Five

Version Body Text
Date
© The copyright in this document is the property of Lifeline Australia. Lifeline Australia supplies
this document on the express terms that it shall be treated as confidential and that it may not be
copied, used or disclosed to others for any purpose except as authorised in writing by this
organisation.
© Lifeline Australia Document Title Page 2 of 3 © Lifeline Australia Document Title Page 3 of 3

DL brochures
General branding DL
Size: 210mm x 297mm folds to 210mm x 99mm
Colours: Four colour process/Two sides
The following are examples of brochures that utilise the style elements of the Lifeline
brand. Lifeline Australia materials will be produced to these specification, however
there is some room for Lifeline Centres to add their own creative elements as long
as the style guide is followed with regards to logo, colour and font use.
A general DL brochure template has been provided. Please see below for specific
design requirements and specifications. However please note that round corners are
used as a design feature. They should always use a 5mm radius and only ever appear
on one corner of a box, never on all corners. Any white borders should always be
5mm. The circle graphic should be used subtly throughout the brochure, however the
circles must not encroach onto the front colour bar. The coloured blocks throughout
the brochure can be rotated to any of the corporate colours, no other colours should
be used. Examples of previously produced brochures are displayed on page 20.
INSIDE FLAP BACK FRONT

This solid colour block has one Cover is always split into 3 areas.
rounded corner only, this panel Text panel should always be white
may use any of the corporate 58mm
Im ip eum do euis Heading level one with the text in AG Book Rounded
colours. This panel may also del iurem iustrud Im ip eum do euis del iurem iustrud del ilit at Lifeline product
sddel ilit at wisci
wisci blandrerilis dolorti onsenisi bla adipisc iliqui
blaore dip et, veliquis dolenit alit numsandignim
BACK subtitile and coloured as PMS 654, the
feature an image, either as a full blandrerilis dolorsds.
quat, con ea commodo dunt veliquat, velit
inibh exero elit augait lutpat. Atum erilla augue
mod magna consequisl utat lut digna conullan base of the text should be 8mm
page element (no white border) veliquam zzriliq uatummod magna feum velestrud
enim ilit adionsed del dolessi.
above the top of the image panel.
La feuguercilla conseni smodolo reriure et
or as a smaller element at the Heading level one et eugiat. Ut alismol oboreet ad dolobore
Image panel image to be inserted

consed ming ero consed tem velisl ullum
Im ip eum do euis del iurem iustrud del ilit at
zzrit prat, volutpat. Ut irit ad dolortie delis
base of the page, teamed with wisci blandrerilis dolorti onsenisi bla adipisc iliqui
nonumsan henisisl ulla augait eummy nulla
into the set box size, this size

conum numsandre conum zzrillam, consequis
nos aliquisim acidui et lut er sum quisisl in
a full page (no white border) inibh exero elit augait lutpat. Atum erilla augue
mod magna consequisl utat lut digna conullan
enim nullutpat, veriusto dolore magnim ea
119.5mm should not vary.

core magnim inim inisi eummy nonsecte dolor
veliquam zzriliq uatummod magna feum velestrud
iliquipisl dolortion vulputpatio cortion ullaorp
solid colour panel, please see enim ilit adionsed del dolessi.

erosto et lummodio
examples on the next page. Colour panel size must not vary.
et eugiat. Ut alismol oboreet ad dolobore
consed ming ero consed tem velisl ullum If you would like more information,
please visit www.lifeline.org.au
Colour of panel can feature any
conum numsandre conum zzrillam, consequis or call 1800 880 681.
NOTE THIS IS THE ONLY
of the corporate colours. Logo

core magnim inim inisi eummy nonsecte dolor
PAGE THAT MAY FEATURE

INSERT PHOTO
may be updated to required
erosto et lummodio.
La feuguercilla conseni smodolo reriure et et
A FULL PAGE IMAGE. eugiat. Ut alismol oboreet ad dolobore consed
version, however the vertical

contact info box 8mm
ming ero consed tem velisl ullum zzrit prat,
volutpat. Ut irit ad dolortie delis nonumsan
henisisl ulla augait eu.
79mm x 31mm position and right margin must

37mm not change.
12mm
11mm 42.5mm 5.7mm
Logo should always be Logo should always be 42.5mm wide and sit 8mm below the top
40mm wide and sit 4mm of the colour panel. There must always be 5.7mm margin at the
above the contact info box. right edge of the logo, that is either the ‘e’ in Lifeline or the last
character in the sub brand (ie. centre name, tagline or sub-brand).
INSIDE SPREAD
Image bar has one rounded Pull quotes use a larger text
corner as a design feature. size and can be treated as
Im ip eum do euis
The height of the bar may vary del iurem iustrud del feature text (see examples).
and can either house an image ilit at wisci bland Important words can also be
INSERT PHOTO dfhdfrerilis dolor.
or be used as a colour block. highlighted using a heavier
weight of the font.
All headings are in PMS 654. Heading level one
Heading level one
Heading level one
Body text is indented under

wisci blandrerilis dolorti onsenisi bla adipisc iliqui wisci blandrerilis dolorti onsenisi bla adipisc iliqui wisci blandrerilis dolorti onsenisi bla adipisc iliqui
quat, con ea commodo dunt veliquat, velit This panel can be any of the
the heading by 6mm.
inibh exero elit augait lutpat. Atum erilla augue inibh exero elit augait lutpat. Atum erilla augue inibh exero elit augait lutpat. Atum erilla augue
corporate colours. All corporate
colours should be featured in
Circle graphic element is used
Heading level 2
Heading level one et eugiat. Ut alismol oboreet ad dolobore
the brochure (see examples

La feuguercilla conseni smodolo reriure et et consed ming ero consed tem velisl ullum
eugiat. Ut alismol oboreet ad dolobore consed zzrit prat, volutpat. Ut irit ad dolortie delis
multiple times as subtle tints

et eugiat. Ut alismol oboreet ad dolobore
ming ero consed tem velisl ullum zzrit prat, nonumsan henisisl ulla augait eummy nulla
consed ming ero consed tem velisl ullum
of colour usage).
volutpat. Ut irit ad dolortie delis nonumsan conum numsandre conum zzrillam, consequis
henisisl ulla augai. nos aliquisim acidui et lut er sum quisisl in
(20%) of corporate colours.

conum numsandre conum zzrillam, consequis
Heading level 2 core magnim inim inisi eummy nonsecte dolor
enim nullutpat, veriusto dolore magnim ea Gummy nulla conum numsandre conum zzrillam,
erosto et lummodio.
core magnim inim inisi eummy nonsecte dolor consequis nos aliquisim acidui et lut er sum
iliquipisl dolortion vulputpatio cortion ullaorp quisisl in enim nullutpat, veriusto dolore magnim La feuguercilla conseni smodolo reriure et et
erosto et lummodio ea core magnim inim inisi eummy nonsecte dolor eugiat. Ut alismol oboreet ad dolobore consed
iliquipisl dolortion vulputpatio cortion ullaorp ming ero consed tem velisl ullum zzrit prat,
erosto et lummodio. volutpat. Ut irit ad dolortie delis nonumsan
henisisl ulla augait eummy nulla.
Note: example is shown at 30% Lifeline Australia | Style Guide 19

DL brochure examples
Outer page examples
Thanks for being

there, a human
voice makes so just pick up the phone
Lifeline
connect with
much difference
when you’re
13 1114 someone who cares
feeling down.
caller quote
Lifeline Volunteer Telephone
How you can help Counsellors are there
More than 11,000 Australians volunteer
24 hours a day, for anyone,
their time and effort to Lifeline to help fellow anywhere in Australia.
Australians in their time of need. There are
many opportunities to volunteer and
support Lifeline.
For more information or
• Become a Lifeline telephone counsellor to support Lifeline’s services
• Volunteer in a Lifeline Centre or store
• Become a Lifeline sponsor
visit www.lifeline.org.au
or financial supporter
For more information about volunteering
opportunities in your area, simply contact your
local Lifeline centre or visit the Lifeline website
at www.lifeline.org.au
Make a donation To find out which services are available in your

community or to make a donation to your local
To donate to Lifeline, call 1800 800 768 Lifeline Centre, please contact:
or visit www.lifeline.org.au
Where does your money go?

The donations we receive go directly towards
research, provision and promotion of:
• Volunteer training and support
• Suicide awareness and prevention
• The 24 hour national telephone counselling
Z00 29211
service 13 11 14, and
Inner page examples

• Other service needs of our local communities
Lifeline Who calls lifeline?

SEEK implemented Find out more Workplace Giving Somewhere in Australia, there is a new call to Lifeline
a Workplace Giving program Working together to

every minute. People call about many things. These
If you would like to find out more information about
needs vary across age-groups and between rural and
to give back to the Workplace Giving or discuss further partnership
support the community

metropolitan areas.
opportunities, please contact the Lifeline Australia
community and allow Fundraising Team: However, there is one thing that all calls to Lifeline
have in common—they are all about connecting people
our employees to maximise Lifeline Australia
with care and emotional support in their time of need.
the money they give to charity. Phone: 02 6215 9400
Email: fundraising@lifeline.org.au
SEEK chose Lifeline Address: PO Box 173 Deakin West, ACT 2600
as one of their program For more information on Workplace Giving and to Lifeline services Who we are Where we are
charities because of the download the Workplace Giving authorisation form
for employees, visit www.lifeline.org.au In addition to our telephone counselling service, Lifeline was founded in 1963 by the late Reverend Lifeline currently has services operating from
fantastic work they do. Lifeline Centres offer many services specific Dr Sir Alan Walker as a telephone crisis service over 60 locations nationally. Lifeline has a
to the needs of their local communities: presence in every Australian state and territory.
They are there for people of the Methodist Central Mission in Sydney.
We overcome time and distance by providing
in need when no one else is. • Face to face counselling
• Financial counselling
Lifeline now provides Australians with access
to our 24 hour telephone counselling service
care to Australians in rural and metropolitan
communities.
Paul Bassat, Joint CEO, SEEK Limited • Gambling counselling on 13 11 14. This service is available to anyone
• Mental health support services in Australia needing emotional support for the Lifeline is also part of an international network,
cost of a local call. and through its affiliation with LifeLine
• Suicide prevention and bereavement services
International, has centres in nineteen countries.
• Youth services
• Disability services Fast facts Lifeline is a member of the Volunteer Emotional
Support Helplines (VESH) network. This network
• Welfare programs
• Lifeline receives over 500,000 calls every year, of Volunteer Helplines provides services in
• Rural outreach
an average of 1200 calls per day. 61 countries.
• Migrant support services
• Lifeline has over 11,000 volunteers, over 5,000 Lifeline Centre locations:
• Family and mediation services
of which are involved in telephone counselling. Adelaide Coffs Harbour Lithgow Port Pirie
• Counselling services for children
Aitkenvale Darwin Mackay Rockhampton
• Information, education and support groups • Lifeline callers are from all over Australia,
Albury Devonport Mandurah Subiaco
• Aged care visitation, and representing all demographics. Alice Springs Drouin Maroochydore Sutherland
Armidale Dubbo Maryborough Sydney
• Indigenous support services • Lifeline receives 30 or more calls everyday
Balgowlah Geelong Melbourne Tamworth
Contact your local centre to find out what from people at high risk of suicide. Ballarat Gladstone Morwell Taree
services are available in your area. Bathurst Gordon Mt Gambier Tighes Hill
• Some of the issues people call Lifeline
Bendigo Grafton Murdoch Toowoomba
about include: Brisbane Hervey Bay Narellan Warnambool
– Family and relationship issues Broadbeach Hobart Nowra Whyalla
– Mental health concerns Broken Hill Ipswich Orange Wollongong

Bundaberg Karratha Parramatta Wonthaggi
– Suicide prevention and support
Z00 29281
Bungalow Kempsey Perth Wyoming

– Abuse/violence Burnie Launceston Port Augusta
– Loneliness Canberra Lismore Port Macquarie
I believe that the

Lifeline training was Lifeline Telephone
one of the most Counselling What is workplace giving? The benefits How a workplace giving
thoroughly well-planned Volunteering for Workplace Giving is a simple process for making Workplace Giving programs are a great, easy program works
and well-presented regular donations to Lifeline Australia via your way to donate to charity on a regular basis— 1 Your workplace promotes the new Workplace
educational experiences a difference workplace payroll. This is an easy way to make

a useful and lasting contribution that will assist
and the donations really do make a difference.
Once established, there is little maintenance
Giving program and encourages employees
to participate (Lifeline can provide you
of my life. Lifeline in providing services to Australians
in need.
or cost incurred for participating businesses.
With little administration cost for Lifeline, the
with further information or assist with
communication materials).
money can go to where it is really needed.
Workplace Giving provides individual employees 2 Employees acknowledge their participation
with the opportunity to make a difference Making a difference is easy by filling in a workplace giving authorisation
to the lives of other Australians by donating form (this can be downloaded from the
Do you want a national a nominated amount from each pay.
With Workplace Giving, supporting Lifeline
and making a positive contribution to your
Lifeline website at www.lifeline.org.au)
qualification? The power to make a real difference in any community is easy. The Workplace Giving
Employees are able to nominate the
amount to be regularly donated.
Lifeline is an RTO (Registered Training community is in numbers, so even a small method is reliable and convenient, and by
weekly amount donated by a number of providing ongoing donations you and your 3 Money is deducted from the employees’ salaries
Organisation), this means you can also
employees can go a long way towards helping organisation will be ensuring the future as a pre-tax amount via the usual payroll process.
complete a Certificate IV in Telephone
Counselling Skills. The benefits include: Lifeline to provide vital services and programs. sustainability of Lifeline services. 4 Money is deposited on a quarterly basis to Lifeline
Australia (further details provided upon request)
• Nationally accredited qualification Tax benefits
recognised throughout Australia How does workplace Workplace Giving donations are deducted
and a remittance advice provided.
• Recognition of Prior Learning (RPL) for giving help? from pre-tax employee salaries, which means
5 Lifeline Australia provides the workplace
giving organisations with a tax receipt at the
other nationally recognised qualifications that individual taxable income is reduced.
Lifeline Australia relies on community support end of each financial year.
• Membership of professional organisations to continue providing access to a range of Lifeline Australia has Deductible Gift Recipient
6 Lifeline provides interested employees with
• Pathways to selected university qualifications. programs and resources at both a national (DGR) status, which means that workplace
access to a bi-monthly e-newsletter which
and local level. Lifeline’s focus is on providing giving contributions qualify for an immediate
demonstrates programs and initiatives that
support and creating awareness in the areas tax deduction.
Lifeline is involved with.
If you would like more information, of mental health, suicide prevention and
The training please visit www.lifeline.org.au help-seeking. Receipting 7 Workplace Giving Partners are acknowledged on
the corporate support page of the Lifeline website.
has taught me or call 1800 880 681. Your contribution helps Lifeline… Lifeline Australia provides Workplace Giving
partners with a tax receipt at the end of each
things that are • Answer calls on the 24-Hour Telephone financial year. Individual employees do not Boost your workplace
really useful, both Counselling service —13 11 14 receive a receipt as they have already received
contribution
on the phones • Provide training in Suicide Prevention
and Awareness
the benefit of reduced tax by donating from pre-
tax salary. This eliminates the need for ongoing Some Workplace Giving Partners choose to further
at Lifeline and also • Develop Suicide Bereavement correspondence after each donation, saving boost the contribution provided by employees
in my personal life. Support programs Lifeline administration costs. This method is
timely and cost effective for both the employer
by matching the amount dollar-for-dollar at
a corporate level. This provides further tax
I’ve become much more • Recruit and train volunteers
and Lifeline Australia. deductions for the employer and means that
aware of how to listen
Z00 28872
• Provide access to self-help resources more funds are raised for Lifeline. This is of
well to the people I love. • Promote help-seeking behaviour and

awareness of mental health issues
course an optional approach to workplace giving.
I found the training to be

such a fantastic learning
curve – I learned so much, Every day, all around
about myself and others Australia, Lifeline is
and all in a supportive,
caring environment. recruiting and training
Volunteer Telephone
Counsellors.
What’s in it for you? What does training involve?
• Practical counselling skills There is a nominal cost for training.
The course may include:
• Personal and professional
growth and development • Approximately 80 hours of face to face
training (usually once a week over a period
Who is Lifeline looking for?
• Improved communication
of 16–20 weeks) People from all walks of life who
and relationship skills
are prepared to:
• Supervised practical telephone counselling
• Enhanced self awareness • Undertake training
sessions (approx 30 hours)
• Career opportunities • Fulfil shifts on a regular basis
• Possible weekend training.
• Giving back to your community (usually fortnightly)
Once you are accredited you must
• Increased ability to support family, • Work within the vision and
participate in annual ongoing training
friends and work colleagues values of Lifeline
to maintain your skills.
• Belonging to the Lifeline community • Make a two year commitment
to volunteer with Lifeline.
• Ongoing support in your work
with Lifeline People who can pass a comprehensive
selection process and show:
• Accreditation as a Telephone
Counsellor upon completion • Good communication skills
of all training requirements
What an amazing • Good listening skills, and
experience.
• A non-judgmental attitude.
I have grown
so much…

Flyer
Size: 210mm x 99mm
Colours: Four colour process/Two sides
The following are examples of brochures that utilise the style elements of the Lifeline
brand. Lifeline Australia materials will be produced to these specification, however
there is some room for Lifeline Centres to add their own creative elements as long
as the style guide is followed with regards to logo, colour and font use.
Lifeline Bequests Making decisions about your Will

Giving for the future A Will is an important document that everyone needs
to consider.
Perhaps you have thought of making a bequest? By making
a bequest to Lifeline Australia you will be helping Lifeline
work towards a future where anyone can receive care and
emotional support when they need it.
Things to consider
When making or altering your Will you may like to consider
supporting Lifeline Australia. The following are issues you
will need to consider:
• When preparing a Will, it is recommended that
you seek qualified legal advice from a solicitor.
• To make a valid Will you must be at least 18 years
of age and of sound mind.
• Be sure to plan your Will carefully. A Will is a private and
personal legal document that needs your consideration.
• Ensure your Will is current. Consider any changes
to your Will and set aside time to make them.
• Make sure your Will is in a safe place and that someone,
such as the executor named or your solicitor, knows
about it. You may consider housing your Will at a bank
or legal office.
Wording your bequest

The wording you use in your Will is important. If you wish
to make a bequest to Lifeline Australia we suggest the
following wording for a general bequest:
I bequeath to Lifeline Australia Incorporated, or any corporation
to which Lifeline Australia Incorporated’s registration is voluntarily
transferred under the Associations Incorporation Act 1991 (ACT),
the sum of $........... [or………%] of my estate, free of State and
A bequest to Lifeline Australia Federal duties, for general use.
will help everyday Australians The receipt of the treasurer, secretary or public officer for the
time being of the beneficiary organisation is an absolute discharge
receive care into the future to my executor(s).
Lifeline relies on community support to continue providing Contact us for more information
vital services to the Australian community, such as mental about bequests
health awareness and information services, 24 hour telephone To find out more about Lifeline Bequests visit
counselling, and life saving suicide prevention programs. www.lifeline.org.au, call our donation line on
Your bequest will make a difference. 1800 800 768 or email us at fundraising@lifeline.org.au
Z00 29409

E-signature
The Lifeline e-signature is setup using Verdana. The logo should always appear
in the corporate blue.
Name – Verdana bold 10pt, blue

Postion, phone & fax number – Verdana 10pt, black
Donation information – Verdana italic 10pt, black
Enita Hampton
National Manager Marketing
& Communications
Lifeline Australia
Ph: 02 6215 9406
Fax: 02 6215 9401
Lifeline relies on financial support from the community.

To make a donation please visit www.lifeline.org.au or phone 1800 800 768

Building signage
Building signage should feature the Lifeline logo in the corporate blue on a white
background where possible, see example below.
Other signage
Blue or reverse (white) logos can be used on plaques, trophies and other signage
on surfaces such as wood, plastic, metal and glass, as long as there is sufficient
contrast and corporate guidelines regarding logo size and exclusion zone
are adhered to.

Charity bins
Where possible Lifeline collection bins should be coloured blue with a reverse white
logo OR white panel (as shown). Any writing to appear along with the logo, such as
tagline, 24 hour counselling number or instruction details should also appear in white
or in blue within the white panel, in the Lifeline font identified within this style guide.
Please note, the tagline text (put it in the Lifeline bin) is just an example, it may be
replaced by other appropirate text.

Appendix A – File format terminology
EPS
Encapsulated PostScript (EPS) is a standard format for importing and exporting PostScript
language files in all environments. It is usually a single page PostScript language program
that describes an illustration characterized by smooth edges that define curves or shapes.
All master graphics for our official identities are EPS files. Because EPS files are vector
graphics whose foundations are based on mathematical formulas, they have the ability
to scale limitlessly. They are the common source file for creating fixed graphics in bitmapped
formats such as TIFFs, JPEGs or GIFs because of this flexibility.
TIFF
TIFF stand for Tagged Image File Format. It is a file format used for still-image bitmaps.
TIFFs are the default image type when you are using a professional editing package to
produce a final image appropriate for publishing.
JPEG
JPEG is a file format used primarily to compress photographic images. JPEGs reduce the
original image size by subdividing and simplifying complex images, allowing them to transfer
more quickly across an Internet connection. JPEG stands for ‘Joint Photographic Experts
Group’ and is a common file format for use in web and print publishing.
GIF
GIF is a file format used primarily to compress non-photographic images for use on the Web.
GIFs reduce the original image size by discarding unnecessary colour information, allowing
them to transfer more quickly across an Internet connection. GIF stands for ‘Graphics
Interchange Format’. The most common use for a GIF is for menu buttons or icons for Web
pages.
CMYK
An acronym used to identify four-colour process print reproduction and the four specific colours
used. When printed as overlapping screens of dots on paper, these four colours create the
illusion of a wide range of colours. The four process colours are: cyan (process blue), magenta
(process magenta), yellow (process yellow) and black. The letter K is used for black to avoid
potential confusion with blue.
PMS
The abbreviation for the PANTONE® Matching System, an international standard system of
colour and ink formulas developed by PANTONE, Inc. that is most commonly used in design,
production and printing to specify colour in reproduction.
RGB
Red, Green, Blue. RGB refers to the three colours of light that can be mixed to produce
any other colour. These colours correspond to the three colours emitted by televisions and
computer monitors, and to the colour receptors in the human eye. RGB values are used
to describe colour in on-screen applications, whereas CMYK and PMS colour values are
intended for print applications.
Four-colour Process
The process of combining varying amounts of four basic offset printing colours to create
a colour image composed from cyan, magenta, yellow and black.
Halftone
A picture in which the gradations of light are obtained by the relative darkness and density
of tiny dots produced by photographing the subject through a fine screen.

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Lifeline Style Guide FINAL

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Lifeline

Logo exclusion zone 8

Microsoft PowerPoint template 17

Lifeline Australia | Style Guide ii

Lifeline Australia | Style Guide 

PMS 654 PMS 7524 PMS 383

CMYK CMYK CMYK

PMS 7503 PMS 659 PMS 1375

CMYK CMYK CMYK

Lifeline Australia | Style Guide 

AG Book Rounded ABCDEFGHIJKLMNOPQRSTUVWXYZ

AG Book Rounded ABCDEFGHIJKLMNOPQRSTUVWXYZ

AG Book Rounded ABCDEFGHIJKLMNOPQRSTUVWXYZ

For internal Lifeline communication pieces and where AG Book Rounded

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Verdana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Verdana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Verdana Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Verdana Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Lifeline Australia | Style Guide 

connect with someone who cares

Lifeline Australia | Style Guide 

Lifeline Australia | Style Guide 

Suicide Prevention Fund

Lifeline Australia | Style Guide 

Logo usage on a photographic background

Lifeline Australia | Style Guide 

Lifeline Australia | Style Guide 

Never tilt the design. Never use the design in a low

Never enlarge or alter in proportion Never reverse the design out

Never tint the logo. Never place the design in a box

Lifeline Australia | Style Guide 

Lifeline Australia | Style Guide 10

16mm Name Font AG Book Rounded Medium

5mm Logo width 33mm 5mm

16mm Name Font AG Book Rounded Medium

Lifeline Australia | Style Guide 11

10.5mm Logo width 57mm 5mm

Office name Font AG Book Rounded

National Office 13mm

Note: example is shown at 40%

Lifeline Australia | Style Guide 12

The Lifeline Australia logo is to be replaced with individual centre logos.

10.5mm Logo width 57mm 5mm

Office name Font AG Book Rounded

National Office 13mm

Note: example is shown at 40%

Lifeline Australia | Style Guide 13

11mm Logo width 51.5mm 5mm

with compliments 11mm

National Office 11mm

With compliments Font AG Book Rounded

Note: example is shown at 60%

Lifeline Australia | Style Guide 14

The Lifeline Australia logo is to be replaced with individual centre logos.

11mm Logo width 51.5mm 5mm

with compliments 11mm

National Office 11mm

With compliments Font AG Book Rounded

Note: example is shown at 60%

Lifeline Australia | Style Guide

Lifeline Australia | Style Guide

Lifeline Australia | Style Guide

Lifeline Australia | Style Guide

Lifeline Australia | Style Guide

Lifeline Australia | Style Guide

Lifeline Australia | Style Guide

Lifeline Australia | Style Guide

Lifeline Australia | Style Guide