brand guidelines - apod
TRANSCRIPT
Brand Guidelines November 2020
BRAND GUIDELINES This document contains rules and regulations pertaining to the use of
APOD branded visual communications. Follow these rules strictly to
maintain brand consistency.
This guide includes all of the elements you may need — logos,
typefaces, colors, and more — to create a consistent tone, look, and
feel for APOD materials. We invite you to absorb this information and
reference it often to become an informed keeper of the brand.
Last updated November 2020
PROTECTING OUR LOGOS
The Australian Partners of Defence (APOD) logo is the identifying symbol for the organisation.
Permission to use these logos is not an endorsement of an organisation, event or initiative, but rather a symbol that they have committed their support to providing benefits and recognition to the defence community through APOD.
These guidelines apply to organisations who have formally committed their support to APOD. Australian Partners of Defence reserves the right to take civil court action if the logos are used improperly or without prior authorisation.
Authorisation to use the logo does not imply endorsement of the aims or opinions of individuals and organisations, and does not express or imply a funding commitment from APOD. APOD reserves its right to modify this guide, the terms and conditions for use of the logo, or to withdraw authorisation at any time.
MERCHANDISING The logos are for non-commercial purposes only, any use of the logos for commercial gain or enterprise is strictly prohibited.
The logos cannot be used for merchandising purposes.
COMMUNITY USE The logos will be used to identify organisations who have committed their support to the provision of recognition and benefits to the veteran community through APOD, its programs, related events and initiatives, and have been successfully registered as an APOD partner.
When used in combination with the logos of associated organisations, the digital APOD logo must be given equal prominence. Where possible, it should always sit on the right hand side. There should be a fine line separating the two elements.
YOUR LOGO
YOUR LOGO
may be used with APOD’s
full name “Australian
Partners of Defence”.
recreate any element of
the logotype. Use only
proportionally, the primary
Web: When scaled
proportionally, the primary
General promotional logotype with name for WHITE background General promotional logotype with name MINIMUM SIZE
General promotional logotype with name for BLACK background
General promotional logotype with name for GREY background
General promotional logotype with name area of CLEAR SPACE
30mm / 100px Wide
APOD business partners,
defence community groups
or ex-service organisations
recreate any element of
the logotype. Use only
proportionally, the primary
Web: When scaled
proportionally, the primary
Primary Partner logotype for WHITE background Primary partner logotype MINIMUM SIZE
Primary Partner logotype for BLACK background
Primary partner logotype for GREY background
Primary partner logotype area of CLEAR SPACE
30mm / 100px Wide
It is important that the
APOD logo be used on
third party websites in the
correct manner.
as defined by the letter ‘O’
in the APOD logotype.
Space between logo breaks
variety so as to not dilute
the brand visuals, which
adds confusion.
Primary Palette
PANTONE: 200C CMYK: C3 M100 Y70 K12 RGB: R186 G12 B47 HEX: #BA0C2F
PANTONE: 2171C CMYK: C72 M17 Y0 K0 RGB: R72 G159 B223 HEX: #489FDF
PANTONE: 2370C CMYK: C97 M96 Y0 K0 RGB: R47 G42 B149 HEX: #2F2A95
PANTONE: Cool Gray 7C CMYK: C20 M14 Y12 K40 RGB: R151 G153 B155 HEX: #97999B
PANTONE: Process Black CMYK: C30 M30 Y30 K100 RGB: R0 G0 B0 HEX: #000000
75% 50% 25%
logo in any way.
the copy.
colour.
logo, other than approved
taglines, events or initiatives.
or outlines on the logo.
6. Do not place the logo in a
shape or on an unapproved
colour.
elements.
9. Please be mindful when
overlaying the APOD logo
onto an image containing
imagery but must be able
to be clearly distinguished.
See examples on when
be used. In most cases the
reverse or white version of
the logo is the preferred
option.
10
Verdana Regular
Gotham Book
Verdana Bold
Gotham Bold
TYPOGRAPHY
professionally printed
When branded material for
inhouse collateral is being
produced then Verdana is
Calibri Light
Calibri Regular
Calibri Bold
Eurostile Bold
Eurostile Black
OTHER TYPOGRAPHY
in the APOD logotype.
collateral as Gotham is
the preferred typeface for
the APOD member cards.
a graphic element in
palette and are not to be
changed.
13
branded collateral as
Serving Defence Members
Immediate Family Members
Veterans & Former Defence
Founded by veteran families, for veteran families.
Australian Partners of Defence (APOD) exists to recognise those who serve. We know that when one person serves, the whole family serves. Since 2012, we’ve been working with business and defence community groups to provide secure and easy access to a huge range of local and national offers across a wide range of categories so members can benefit every day.
Get exclusive member benefits:
APOD Defence Discount Card
3,000 experiences Australia-wide
Access to Veteran-owned businesses
14
PHOTOGRAPHY
conjunction with the
APOD brand. Examples
of appropriate imagery
of the official APOD
member card, which may
be presented in physical,
or digital form. Please
familiarise your staff with
smooth experience for both
your employees and our
physical APOD card. This
member’s mobile device
against their digital APOD
MEMBER 9353249155699
JOINED 01/02/2013
VALID TO 01/02/2013
By using this card you agree to APOD’s terms and conditions at APOD.com.au. Phone 1300 00 2763
JOHN SMITH
MEMBER 9353249155699
JOINED 01/02/2013
VALID TO 01/02/2013
By using this card you agree to APOD’s terms and conditions at APOD.com.au. Phone 1300 00 2763
JOHN SMITH
DVA’s official partner for veteran benefits
APOD (Australian Partners of Defence) is an Australian owned and operated organisation created by veteran families, for veteran families. Since 2012, APOD has been working to connect the defence community with businesses of all sizes who recognise their service and want to say ‘thank you’ by offering a discount.
We understand the sacrifices made in the name of service and our team of veteran and defence spouses are committed to creating a secure platform which supports the recognition of veterans and defence families across Australia.
Current and ex-service ADF personnel, spouses and widows, allied forces and
immediate family members are all welcome to join the APOD community and access discounts from over 20,000 business outlets ranging from fuel to groceries, tech, auto, accommodation and lots more!
APOD’s purpose is for benefits and recognition to be simple, accessible and rewarding. This is why we have map search functions and offer categories like everyday, veteran owned and gift cards to help our 72,000+ members find discounts that suit their lifestyle.
Why join: Save money
Support veteran-owned businesses
APOD is free for: All veterans, spouses and/or widows*
All business partners including veteran- owned and spouse-owned businesses
*For all DVA Veteran Card holders and spouses (white, gold, orange)
Becoming a member is easy!
Phone 1300 00 APOD (2763)
Join today and start saving! www.apod.com.au
Who can join?
Serving Defence Members
Immediate Family Members
Veterans & Former Defence
PARTNER PACK
4 Join today at www.APOD.com.au
Trusted by 700 brands and 10,000 participating stores. We partner with businesses and organisations of all sizes to deliver exclusive offers and benefits which recognise and acknowledge the unique nature of their military service.
Our purpose is to provide easy access to local and national benefits across all categories that are simple, accessible and rewarding.
All kinds of organisations are currently registered as business partners with APOD, from one-person consulting businesses, to small family businesses, right up to large multinationals.
About APOD
offer a discount to our defence personnel. Being a veteran,
it makes me proud to be able to support ADF families. APOD makes it easy for us to reward our service men
and women.”
Veteran-Owned Business
APOD is Australian owned and operated, and proudly supports veteran-owned businesses and the Prime Minister’s Veterans’
Employment Program.
Sources: DVA treatment population statistics, June 2019. APOD Member statistics, DVA Annual Report 2018-2019, Defence Annual Report 2017-2018.
1.0%
There are approximately 75,567 serving Australian Defence Force members in Australia.
Immediate Family
the previous.
veterans in Australia.
Member Profile APOD exists to recognise those who serve. We understand that when one person serves, their whole family serves.
66% 34%
Under 30
Phone: 1300 00 APOD (2763)
Email: [email protected]
Web: www.APOD.com.au
Partnering with the Department of Veterans’ Affairs The Australian Defence Veterans’ Covenant encourages Australia to recognise and acknowledge the unique nature of military service, and support veterans and their families.
The purpose of the Covenant is for the Australian community to recognise the service and sacrifice of the men and women who commit to defend the nation, and pledge their commitment to support veterans and their families.
The Covenant is supported by the Veteran Card, Lapel Pin and Oath.
About Australian Partners of Defence APOD works with businesses of all sizes to deliver exclusive offers to Australian Defence Force veterans, personnel and their immediate families.
APOD provides your business with a unique opportunity to promote compelling and exclusive benefits to a closed member group without the worry of having your offer in the public domain.
Our platform requires members to validate their Defence connection. This saves your organisation time and resources on manually checking records and protects both your offer, your business and our members.
Other Types of Offers Other types of offers may require members to validate their APOD membership over the phone or via email by providing their member number or a code as specified on the business offer.
Business checklist What you’ll need to complete your offer page:
Your organisation’s details
Your website address and/or participating store locations, including street address, suburb, state and postcode
Your exclusive offer, including clear redemption instructions and any terms and conditions that apply
Your organisation’s logo and up to 5 high-quality images
4
3
2
1
How to get the best value from your partnership with APOD > Ensure that your offer is genuine and easy to
understand.
> Maintain your offer page and keep all information and promotional codes up to date through your APOD partner login.
> Ensure all staff are aware of your APOD & Australian Defence Veterans’ Covenant offer.
> Train staff to assist in redeeming offers.
> Display the point of sale materials, countertops, window stickers and decals at all participating stores.
> Include the APOD and Veteran card logo on your website and marketing materials to let defence and veteran families know that you support them.
> Go the extra mile to provide a positive and rewarding experience in store and online. Consider saying “thank you for your service”.
How APOD offer redemption works Business offers can be redeemed in a variety of ways; this can be tailored to suit your business and your specific offer. It is important to note that offers are only available to open when members are logged in to the APOD website.
APOD members can access offers by using their physical APOD or Veteran card in store, by printing the APOD offer, or by displaying their APOD or Veteran digital card through the APOD website on a mobile device.
Co-branded Australian Defence Veterans’ Covenant and APOD marketing collateral can be provided to support your offer and ensure the defence community can easily identify that your business recognises their service.
In-store Offers In-store offers can be redeemed by showing a physical card, digital card in the APOD app, or a voucher.
Online Offers Online offers can be redeemed via the APOD website when the member clicks on the business offer page and follows the instructions to open the business’ website and apply the promotional code, if applicable.
Founded by veteran families, for veteran families.
Who can become a member?
Serving Defence Members
Immediate Family Members
Veterans & Former Defence
Australian Partners of Defence (APOD) exists to recognise those who serve. We know that when one person serves, the whole family serves. Since 2012, we’ve been working with business and defence community groups to provide secure and easy access to a huge range of local and national offers across a wide range of categories so members can benefit every day.
Get exclusive member benefits:
3,000 experiences Australia-wide
Access to Veteran-owned businesses
A4 Flyer
DL Brochure
A4 Document
A5 Flyer
WINDOW STICKER
If you have any questions regarding the APOD Brand please contact us at:
Email: [email protected] Phone: 1300 00 APOD (2763)
BRAND GUIDELINES This document contains rules and regulations pertaining to the use of
APOD branded visual communications. Follow these rules strictly to
maintain brand consistency.
This guide includes all of the elements you may need — logos,
typefaces, colors, and more — to create a consistent tone, look, and
feel for APOD materials. We invite you to absorb this information and
reference it often to become an informed keeper of the brand.
Last updated November 2020
PROTECTING OUR LOGOS
The Australian Partners of Defence (APOD) logo is the identifying symbol for the organisation.
Permission to use these logos is not an endorsement of an organisation, event or initiative, but rather a symbol that they have committed their support to providing benefits and recognition to the defence community through APOD.
These guidelines apply to organisations who have formally committed their support to APOD. Australian Partners of Defence reserves the right to take civil court action if the logos are used improperly or without prior authorisation.
Authorisation to use the logo does not imply endorsement of the aims or opinions of individuals and organisations, and does not express or imply a funding commitment from APOD. APOD reserves its right to modify this guide, the terms and conditions for use of the logo, or to withdraw authorisation at any time.
MERCHANDISING The logos are for non-commercial purposes only, any use of the logos for commercial gain or enterprise is strictly prohibited.
The logos cannot be used for merchandising purposes.
COMMUNITY USE The logos will be used to identify organisations who have committed their support to the provision of recognition and benefits to the veteran community through APOD, its programs, related events and initiatives, and have been successfully registered as an APOD partner.
When used in combination with the logos of associated organisations, the digital APOD logo must be given equal prominence. Where possible, it should always sit on the right hand side. There should be a fine line separating the two elements.
YOUR LOGO
YOUR LOGO
may be used with APOD’s
full name “Australian
Partners of Defence”.
recreate any element of
the logotype. Use only
proportionally, the primary
Web: When scaled
proportionally, the primary
General promotional logotype with name for WHITE background General promotional logotype with name MINIMUM SIZE
General promotional logotype with name for BLACK background
General promotional logotype with name for GREY background
General promotional logotype with name area of CLEAR SPACE
30mm / 100px Wide
APOD business partners,
defence community groups
or ex-service organisations
recreate any element of
the logotype. Use only
proportionally, the primary
Web: When scaled
proportionally, the primary
Primary Partner logotype for WHITE background Primary partner logotype MINIMUM SIZE
Primary Partner logotype for BLACK background
Primary partner logotype for GREY background
Primary partner logotype area of CLEAR SPACE
30mm / 100px Wide
It is important that the
APOD logo be used on
third party websites in the
correct manner.
as defined by the letter ‘O’
in the APOD logotype.
Space between logo breaks
variety so as to not dilute
the brand visuals, which
adds confusion.
Primary Palette
PANTONE: 200C CMYK: C3 M100 Y70 K12 RGB: R186 G12 B47 HEX: #BA0C2F
PANTONE: 2171C CMYK: C72 M17 Y0 K0 RGB: R72 G159 B223 HEX: #489FDF
PANTONE: 2370C CMYK: C97 M96 Y0 K0 RGB: R47 G42 B149 HEX: #2F2A95
PANTONE: Cool Gray 7C CMYK: C20 M14 Y12 K40 RGB: R151 G153 B155 HEX: #97999B
PANTONE: Process Black CMYK: C30 M30 Y30 K100 RGB: R0 G0 B0 HEX: #000000
75% 50% 25%
logo in any way.
the copy.
colour.
logo, other than approved
taglines, events or initiatives.
or outlines on the logo.
6. Do not place the logo in a
shape or on an unapproved
colour.
elements.
9. Please be mindful when
overlaying the APOD logo
onto an image containing
imagery but must be able
to be clearly distinguished.
See examples on when
be used. In most cases the
reverse or white version of
the logo is the preferred
option.
10
Verdana Regular
Gotham Book
Verdana Bold
Gotham Bold
TYPOGRAPHY
professionally printed
When branded material for
inhouse collateral is being
produced then Verdana is
Calibri Light
Calibri Regular
Calibri Bold
Eurostile Bold
Eurostile Black
OTHER TYPOGRAPHY
in the APOD logotype.
collateral as Gotham is
the preferred typeface for
the APOD member cards.
a graphic element in
palette and are not to be
changed.
13
branded collateral as
Serving Defence Members
Immediate Family Members
Veterans & Former Defence
Founded by veteran families, for veteran families.
Australian Partners of Defence (APOD) exists to recognise those who serve. We know that when one person serves, the whole family serves. Since 2012, we’ve been working with business and defence community groups to provide secure and easy access to a huge range of local and national offers across a wide range of categories so members can benefit every day.
Get exclusive member benefits:
APOD Defence Discount Card
3,000 experiences Australia-wide
Access to Veteran-owned businesses
14
PHOTOGRAPHY
conjunction with the
APOD brand. Examples
of appropriate imagery
of the official APOD
member card, which may
be presented in physical,
or digital form. Please
familiarise your staff with
smooth experience for both
your employees and our
physical APOD card. This
member’s mobile device
against their digital APOD
MEMBER 9353249155699
JOINED 01/02/2013
VALID TO 01/02/2013
By using this card you agree to APOD’s terms and conditions at APOD.com.au. Phone 1300 00 2763
JOHN SMITH
MEMBER 9353249155699
JOINED 01/02/2013
VALID TO 01/02/2013
By using this card you agree to APOD’s terms and conditions at APOD.com.au. Phone 1300 00 2763
JOHN SMITH
DVA’s official partner for veteran benefits
APOD (Australian Partners of Defence) is an Australian owned and operated organisation created by veteran families, for veteran families. Since 2012, APOD has been working to connect the defence community with businesses of all sizes who recognise their service and want to say ‘thank you’ by offering a discount.
We understand the sacrifices made in the name of service and our team of veteran and defence spouses are committed to creating a secure platform which supports the recognition of veterans and defence families across Australia.
Current and ex-service ADF personnel, spouses and widows, allied forces and
immediate family members are all welcome to join the APOD community and access discounts from over 20,000 business outlets ranging from fuel to groceries, tech, auto, accommodation and lots more!
APOD’s purpose is for benefits and recognition to be simple, accessible and rewarding. This is why we have map search functions and offer categories like everyday, veteran owned and gift cards to help our 72,000+ members find discounts that suit their lifestyle.
Why join: Save money
Support veteran-owned businesses
APOD is free for: All veterans, spouses and/or widows*
All business partners including veteran- owned and spouse-owned businesses
*For all DVA Veteran Card holders and spouses (white, gold, orange)
Becoming a member is easy!
Phone 1300 00 APOD (2763)
Join today and start saving! www.apod.com.au
Who can join?
Serving Defence Members
Immediate Family Members
Veterans & Former Defence
PARTNER PACK
4 Join today at www.APOD.com.au
Trusted by 700 brands and 10,000 participating stores. We partner with businesses and organisations of all sizes to deliver exclusive offers and benefits which recognise and acknowledge the unique nature of their military service.
Our purpose is to provide easy access to local and national benefits across all categories that are simple, accessible and rewarding.
All kinds of organisations are currently registered as business partners with APOD, from one-person consulting businesses, to small family businesses, right up to large multinationals.
About APOD
offer a discount to our defence personnel. Being a veteran,
it makes me proud to be able to support ADF families. APOD makes it easy for us to reward our service men
and women.”
Veteran-Owned Business
APOD is Australian owned and operated, and proudly supports veteran-owned businesses and the Prime Minister’s Veterans’
Employment Program.
Sources: DVA treatment population statistics, June 2019. APOD Member statistics, DVA Annual Report 2018-2019, Defence Annual Report 2017-2018.
1.0%
There are approximately 75,567 serving Australian Defence Force members in Australia.
Immediate Family
the previous.
veterans in Australia.
Member Profile APOD exists to recognise those who serve. We understand that when one person serves, their whole family serves.
66% 34%
Under 30
Phone: 1300 00 APOD (2763)
Email: [email protected]
Web: www.APOD.com.au
Partnering with the Department of Veterans’ Affairs The Australian Defence Veterans’ Covenant encourages Australia to recognise and acknowledge the unique nature of military service, and support veterans and their families.
The purpose of the Covenant is for the Australian community to recognise the service and sacrifice of the men and women who commit to defend the nation, and pledge their commitment to support veterans and their families.
The Covenant is supported by the Veteran Card, Lapel Pin and Oath.
About Australian Partners of Defence APOD works with businesses of all sizes to deliver exclusive offers to Australian Defence Force veterans, personnel and their immediate families.
APOD provides your business with a unique opportunity to promote compelling and exclusive benefits to a closed member group without the worry of having your offer in the public domain.
Our platform requires members to validate their Defence connection. This saves your organisation time and resources on manually checking records and protects both your offer, your business and our members.
Other Types of Offers Other types of offers may require members to validate their APOD membership over the phone or via email by providing their member number or a code as specified on the business offer.
Business checklist What you’ll need to complete your offer page:
Your organisation’s details
Your website address and/or participating store locations, including street address, suburb, state and postcode
Your exclusive offer, including clear redemption instructions and any terms and conditions that apply
Your organisation’s logo and up to 5 high-quality images
4
3
2
1
How to get the best value from your partnership with APOD > Ensure that your offer is genuine and easy to
understand.
> Maintain your offer page and keep all information and promotional codes up to date through your APOD partner login.
> Ensure all staff are aware of your APOD & Australian Defence Veterans’ Covenant offer.
> Train staff to assist in redeeming offers.
> Display the point of sale materials, countertops, window stickers and decals at all participating stores.
> Include the APOD and Veteran card logo on your website and marketing materials to let defence and veteran families know that you support them.
> Go the extra mile to provide a positive and rewarding experience in store and online. Consider saying “thank you for your service”.
How APOD offer redemption works Business offers can be redeemed in a variety of ways; this can be tailored to suit your business and your specific offer. It is important to note that offers are only available to open when members are logged in to the APOD website.
APOD members can access offers by using their physical APOD or Veteran card in store, by printing the APOD offer, or by displaying their APOD or Veteran digital card through the APOD website on a mobile device.
Co-branded Australian Defence Veterans’ Covenant and APOD marketing collateral can be provided to support your offer and ensure the defence community can easily identify that your business recognises their service.
In-store Offers In-store offers can be redeemed by showing a physical card, digital card in the APOD app, or a voucher.
Online Offers Online offers can be redeemed via the APOD website when the member clicks on the business offer page and follows the instructions to open the business’ website and apply the promotional code, if applicable.
Founded by veteran families, for veteran families.
Who can become a member?
Serving Defence Members
Immediate Family Members
Veterans & Former Defence
Australian Partners of Defence (APOD) exists to recognise those who serve. We know that when one person serves, the whole family serves. Since 2012, we’ve been working with business and defence community groups to provide secure and easy access to a huge range of local and national offers across a wide range of categories so members can benefit every day.
Get exclusive member benefits:
3,000 experiences Australia-wide
Access to Veteran-owned businesses
A4 Flyer
DL Brochure
A4 Document
A5 Flyer
WINDOW STICKER
If you have any questions regarding the APOD Brand please contact us at:
Email: [email protected] Phone: 1300 00 APOD (2763)