The brand patterns are a creative way to express the Foundation's brand essence. These patterns are based on the logo and add texture and visual interest to layouts and imagery. They can be used in communication about the organisation, rather than specific programmes.
The brand patterns are a creative way to express the Foundation's brand essence. These patterns are based on the logo and add texture and visual interest to layouts and imagery. They can be used in communication about the organisation, rather than specific programmes.
The Foundation has distinct patterns that represent its various programs and mission. For example, the Active Lives pattern depicts sports courts and racetracks to symbolise an active lifestyle and sports engagement. The Positive Futures pattern takes inspiration from nature and features visual cues such as tree rings, fingerprints, and water ripples to embody human growth and energy.
The appropriate pattern should be used when communicating about a specific programme, framing and elevating imagery whilst acting as a visual wayfinder to each programme.
The use of holding shapes maintains consistency across varying imagery and improves brand recognition. These shapes act as a frame for images and provide a recognisable structure for presenting content.
Overview of holding shapes:
Full-height radius: Applied to the top left corner of an image, the radius size is based on the full height of the image itself. Referencing the curve of the icon, the radius allows for brand patterns to be positioned behind the image.
Half-height radius: Similar to the full-height radius, the half-height radius is applied to the top left corner of an image. However, its size is based on half the height of the image, offering a more subtle framing effect that maintains visual interest without overpowering the content.
Consistent radius: This holding shape applies a uniform radius to all corners of an image. The example illustrates a 20-pixel radius applied to all corners, maintaining a visual connection to the other more acute variations, without overshadowing the content.
