Brand

Guidelines
Update: Aug 2018

www.caswellinsurance.com.au
 Caswell Brand Guidelines

Table of
Contents. Table of Contents. 1 Iconography. 10
The Logo. 2 Imagery. 11
Logo Master 2 Examples. 12
Clear Area 3
Document Cover 12
Minimum 4
Letterhead 13
Width 4
Business Card 13
Alternate 4
Email Signature 14
Versions 4
Responsive Website 15
Incorect Use 5
Social Media 16
Typography. 6
Colour Palettes. 7
Primary Colours 7

Secondary Colours 8

Colour Balance 9

Visual Identity Table of Contents 1

 Caswell Brand Guidelines

The Logo.
Logo Master

The logo and logotype (text) must be used in its entirety.

It must always be produced exactly as shown and in the
defined Pantone solid coated colours or CMYK colours.
The Caswell logo is crucial to increasing brand
awareness and perception. It may not be altered in any
way other than specified in this style guide.

The consistent use of the logo will develop strong brand

recognition and public awareness.

Logo Stacked Logo Horizontal

Symbol

Visual Identity The Logo 2

 Caswell Brand Guidelines

The Clear Space is defined by

the small square.

Clear Area

The logo will always be surrounded by minimum clear

space separating it from other objects and elements so
it can be clearly identified.

This clear space should be kept free of all type, graphic

elements, rules and detailed areas within illustrations
and photography.

The Clear Space is defined by the height of “lowercase” text

on Logo.

Visual Identity The Logo 3

 Caswell Brand Guidelines

Minimum Alternate
Width Versions

The minimum stacked logo width for print is 25mm and
75px for digital. The minimum horizintal logo width for print
is 40mm and 120px for digital.The minimum size for the
logo should only be used for applications with limited space
available, the logo should never be set smaller than these
sizes.
The reversed logo can effectively be used over an image and is the
preferred choice of logo for this application. However, when this is done
the underlying image must be simple and not overly detailed. This will
ensure that the logo stands out.

25 mm 40 mm Monotone logo on black

Monotone logo black

75px 120px

Visual Identity The Logo 4

 Caswell Brand Guidelines

Incorect
Use
Here are some examples on how not to use our Do not alter logo in any way. Do not use drop shadow or effects on the logo.
master logo.

Do not rotate the logo.

Do not use colour logo in any colour background.

Do not scretch the logo.

Visual Identity The Logo 5

 Caswell
CaswellCorporate
Brand Guidelines
Identity

Typography.
Asap Regular Abril Fatface

Sample Text Sample Text

To ensure the integrity of the Caswell
brand consistent typography is to be used
throughout all communications as specified
below.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789,.:;“”!?()@#$%&*
0123456789,.:;“”!?()@#$%&*

Asap Semibold

Sample Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789,.:;“”!?()@#$%&*

Visual Identity Typography 6

 Caswell Brand Guidelines

Colour
Palettes. Primary
Colours

The Caswell colour palette consists

of Primary and a Secondary colour
palettes.

PANTONE PANTONE
293 C 1778 C
RGB: #1b449c RGB: #f32735
CMYK: 100 87 0 0 CMYK: 0 96 82 0

Visual Identity Colour Palettes 7

 Caswell Brand
Corporate
Guidelines
Identity

KAOMARU LAZULI

#232f67 #3061ae
C 100 R 35 C 87 R 48
M 93 G 47 M 66 G 97
Y 28 B 103 Y 0 B 174
K 21 K 0

Secondary
Colours
CRIMSON PASTEL RED
Secondary colours are shade of the #c00014 #ff6a62
primary colour and neutral.
C 72 R 29 C 58 R 108
M 66 G 29 M 53 G 104
Y 65 B 29 Y 60 B 100
K 76 K 17

OUTER SPACE WHITE

#ECEDED #FFFFFF
C 6 R 236 C 0 R 255
M 4 G 237 M 0 G 255
Y 4 B 237 Y 0 B 255
K 0 K 0

Visual Identity Colour Palettes 8

 Caswell Brand Guidelines

Colour
Balance

Colour balances are dominant the

primary colour and neutral.

Visual Identity Colour Palettes 9

 Caswell Brand Guidelines

Iconography.

Icons are important visual aids that help people

quickly navigate through our media. Customers
can easily scan the images for the icon that’s
familiar and important to them.

Visual Identity Iconography 10

 Caswell Brand Guidelines

Imagery.

Imagery should always be in keeping with the

brand and should portray the brand image at all
times. Below are examples photography that can Blending Image

be used throughout all communication for the

brand.

Visual Identity Imagery 11

 Caswell Brand Guidelines

Examples. Document Cover

Level 13, 333 George Street Sydney Level 13, 333 George Street Sydney
NSW 2000 Australia NSW 2000 Australia
1300 660 285 1300 660 285
info@caswellinsurance.com.au info@caswellinsurance.com.au

Sample Sample
These are examples for printing or
documentation match with brand identity.

Proposal Proposal
This is sample of document cover This is sample of document cover

www.caswellinsurance.com.au www.caswellinsurance.com.au

Visual Identity Examples 12

 Caswell Brand Guidelines

Letterhead Business Card

Level 13, 333 George Street Sydney NSW 2000 Australia Level 13, 333 George Street Sydney NSW 2000 Australia
1300 660 285 1300 660 285
info@caswellinsurance.com.au info@caswellinsurance.com.au

To
John Smith
Spicy jalapeno bacon ipsum dolor amet t-bone hamburger excepteur picanha boudin quis, deserunt tongue pancetta
ribeye kielbasa lorem bresaola cupidatat. Prosciutto short ribs sint tail pork velit pork chop eiusmod pig cillum. Beef ribs
capicola pork chop, short loin veniam rump pork belly short ribs prosciutto nostrud hamburger. Ex beef ribs qui esse
tempor shoulder ham occaecat duis do. Tail sirloin eiusmod jowl kevin burgdoggen.
Ut ribeye dolore culpa dolore boudin voluptate. Ea flank filet mignon, shoulder spare ribs non in excepteur. Tri-tip swine
filet mignon cupidatat venison officia. Shoulder burgdoggen jowl dolor swine, chuck duis pancetta beef magna. Boudin ad
in cupidatat ham lorem alcatra ham hock short ribs velit doner buffalo. Ad cow irure exercitation nisi meatloaf ham hock
meatball sed. Commodo jowl enim pastrami exercitation dolor fatback ipsum in alcatra.
Corned beef consequat ham commodo, deserunt ad voluptate bacon adipisicing. In labore frankfurter voluptate dolor
irure. Alcatra porchetta swine consequat tail, corned beef cow hamburger rump id tongue kielbasa. Tongue non commodo
pastrami, spare ribs tail ground round t-bone velit brisket fatback filet mignon excepteur ribeye.
To
John Smith
John Smith
Managing Director
Spicy jalapeno bacon ipsum dolor amet t-bone hamburger excepteur picanha boudin quis, deserunt tongue pancetta
ribeye kielbasa lorem bresaola cupidatat. Prosciutto short ribs sint tail pork velit pork chop eiusmod pig cillum. Beef ribs
capicola pork chop, short loin veniam rump pork belly short ribs prosciutto nostrud hamburger. Ex beef ribs qui esse
tempor shoulder ham occaecat duis do. Tail sirloin eiusmod jowl kevin burgdoggen.
Level 13, 333 George Street www.caswellinsurance.com.au
Ut ribeye dolore culpa dolore boudin voluptate. Ea flank filet mignon, shoulder spare ribs non in excepteur. Tri-tip swine Sydney NSW 2000 Australia
filet mignon cupidatat venison officia. Shoulder burgdoggen jowl dolor swine, chuck duis pancetta beef magna. Boudin ad
in cupidatat ham lorem alcatra ham hock short ribs velit doner buffalo. Ad cow irure exercitation nisi meatloaf ham hock 1300 660 285
meatball sed. Commodo jowl enim pastrami exercitation dolor fatback ipsum in alcatra.
john@caswellinsurance.com.au
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irure. Alcatra porchetta swine consequat tail, corned beef cow hamburger rump id tongue kielbasa. Tongue non commodo
pastrami, spare ribs tail ground round t-bone velit brisket fatback filet mignon excepteur ribeye.

In nulla brisket meatloaf reprehenderit kevin. Sint ribeye meatloaf sunt. Boudin occaecat cillum short ribs. Turkey tempor In nulla brisket meatloaf reprehenderit kevin. Sint ribeye meatloaf sunt. Boudin occaecat cillum short ribs. Turkey tempor
jerky tri-tip bacon, flank venison cillum in pork belly. Beef ribs et tri-tip irure est voluptate. jerky tri-tip bacon, flank venison cillum in pork belly. Beef ribs et tri-tip irure est voluptate.

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pork sausage ham hock pork chop. Ground round consectetur bacon shank ipsum t-bone. Brisket lorem occaecat, ullamco pork sausage ham hock pork chop. Ground round consectetur bacon shank ipsum t-bone. Brisket lorem occaecat, ullamco
ex filet mignon turducken. Cow pork chop venison buffalo cupidatat aute boudin ut, enim sirloin burgdoggen pork loin eu. ex filet mignon turducken. Cow pork chop venison buffalo cupidatat aute boudin ut, enim sirloin burgdoggen pork loin eu.
Cupidatat in in beef ribs kevin bresaola salami sirloin. Cupidatat in in beef ribs kevin bresaola salami sirloin.

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Regards Regards

John Smith
Managing Director

www.caswellinsurance.com.au
Level 13, 333 George Street
Sydney NSW 2000 Australia
1300 660 285
john@caswellinsurance.com.au
www.caswellinsurance.com.au www.caswellinsurance.com.au

Visual Identity Examples 13

 Caswell Brand Guidelines

Email
Signature

Visual Identity Examples 14

 Caswell Brand Guidelines

Responsive
Website

Visual Identity Examples 15

 Caswell Brand Guidelines

Social Media

Visual Identity Examples 16

Level 13, 333 George Street Sydney NSW 2000 Australia
1300 660 285
info@caswellinsurance.com.au

www.caswellinsurance.com.au