Rothfield Brand Guidelines v2.0

March 2021 Version 2.
Brand
Guidelines
Prepared by Universal Favourite
Our Purpose
Your Brand and

Business Delivered.
We exist to help brands be where
they need to be and get where
they need to go.
We mean this in both a literal and
aspirational sense—and we deliver
against every one of their objectives.
Their ambitions are our business.
Their briefs, our mission.
Their goals, our challenge.
2 Brand Guide March 2021 Version 2.0

Contents
The purpose of this document is to provide Logo 05

you with the guidance, tools and inspiration to
Colour 08
effectively and consistently apply the Rothfield
brand to visual communications.
These guidelines provide the basic elements
of our identity – logo, colours, typography,
imagery, tone of voice and visual style. They Typography 11
are the component parts which, when put
Photography 15
together, form the foundation of our identity.
Graphic assets 20
Illustration 22
Tone of voice 24
Sample applications 35
Contact 39

Logo

Logo
The Rothfield logo is the face of our brand Hero Colour

and central to our new design system.
The 'R' in our logo is based around the idea
of a production line, which ladders ups to our
purpose of how Rothfield gets your brand
and business delivered.
Hero Colour
Our logo is always used in Rothfield
Green. Mono logos should only be used
in circumstances where production Mono Versions
constraints demand it.
Mono Versions
We have mono versions in either black or
white. Legibility should guide selection when
applying the logo to collateral.
Favicon and App Icon

The 'R' in our new logo makes up the favicon
and app icon. Favicon and App Icon
The favicon should appear in Rothfield green

while the app icon is white on Rothfield
green background.

Logo Clear Space
Clear Space
Follow this clear space formula to optimise the
impact of the logo and to keep its appearance
as consistent as possible.
The formula to determine clear space is
defined by the height of the 'R' in the logo. A
margin of clear space equivalent to the 'R' is
Use the
drawn around the logo to create the invisible height of R
boundary of the area of isolation.
Minimum Size
The logo should never be produced smaller
that 100px (digital) or 30mm (print). This
measurement is based on the width
of the logo.
Use the height of R
Minimum Size
100px 30px
30mm 10mm

Colour

Colour
Colour is vital to our identity and a huge aid to

brand attribution. We’ve developed a simplified
colour palette to hero our core colour.
Colour proportion
It’s important to use colour proportionally.
The proportions of the colour equates to the
proportion that the colour should be used
when designing material.
Rothfield Green is our core colour and all
communications should include Rothfield
Green to build equity and consistency of
our brand. We use white to help balance out
the darkness of Rothfield Green.

Colour Core Colour
Print PMS
Suitable for offset printing, on coated and Rothfield Green
uncoated papers. HEX #1e332e
RGB 30,51,46
Digital HEX / RGB PMSC 567 C

PMSU 567 U
Our HEX / RGB palette is to be used for all
digital and on-screen applications.
Please note: CMYK values have not been

included as they will be tested on site at Secondary Colours
Rothfield to produce to most accurate results.
Navy Yellow Teal Turquoise Tangerine
HEX #0c1d2d HEX #f9d98c HEX #2b666e HEX #80d1c0 HEX #e38a44
RGB 12,29,45 RGB 249,217,140 RGB 43,102,110 RGB 128,209,192 RGB 227,138,68
PMSC 303 C PMSC 1215 C PMSC 7474 C PMSC 333 C PMSC 7564 C
PMSU 5463 U PMSU 127 U PMSU 321 U PMSU 3245 U PMSU 7408 U
Black Soft Grey White
HEX #222222 HEX #e2ebec HEX #ffffff

RGB 34,34,34 RGB 226,235,236 RGB 255,255,255
PMSC Black Neutral C PMSC 7541 C

PMSU Black Neutral U PMSU 7541 U

Typography

Typography Headings
Headings
Our headline typeface is Bianco Serif. The
Bianco Collection is a hardworking, modern
This is Bianco Serif,
we use it for headlines.
serif family. It’s robust and clear, perfect for
economic and legible typesetting.
We use it for headlines in Regular weight.
Subheadings Subheadings
Tiempos Text is supported by Agipo

Condensed, which complements the serif. THIS IS AGIPO CONDENSED, WE USE BOLD FOR SUBHEADINGS.
It is used for subheadings and when we
want to create additional hierarchy within
Body copy and subheadings
communication. We only use it in Bold.
Body copy and subheadings This is Agipo, we use Regular for body copy and Bold for
To complement Tiempos Text and Agipo subheadings and to highlight within body copy.
Condensed we used Agipo, an elementary and
flexible sans serif. We use the Regular weight This is an introduction style This is a subheading style in
for body copy and Bold for subheadings and Agipo Bold weight
in Agipo Regular weight,
for when we need to highlight information
within body copy. berionsendae verovidebis This is the body style in Agipo
Regular weight aut eum asin
Eum asin plaudia sani ra consequ
ostrum is simenduciis derit remolor
ullignati aut eum asiplaudia plaudia sani ra consequ ostrum is eribusa et aliqui. Tem doluptat elio
sani ra consequ ostrum is simenduciis derit remolor eribusa qui temAni occusam verrorem et
et aliquiTem doluptat qui temAni adiam, cusdas, quatem quodit, qui.
simenduciis derit remolor occusam verrorem adiam, cusdas, berionsendae verovidebis ullignati
eribusam et aliquiem is et quatem quodit, qui. berionsendae aut eum asin plaudia sani ra conse
verovidebis ullignati aut eum asin ostrum is simenduciis derit remolo
doluptat qui tem anicolitb plaudia sani ra consequ ostrum is eribusa et aliquiTem doluptat qui
occusam verrorem adiam. simenduciis derit remolor eribusa temAni occusam verrorem adiam,
et aliquiTem doluptat qui temAni cusda, quatem quodit. Anderumqu,
occusam verrorem adiam, cusda. sed ma porro dolor aut aut ullum elit.
Typsetting Headings
Headings
Bianco Serif This is Bianco Serif,
Leading: 110% of point size eg 100/110pt
Tracking: 0 to -10
Kerning: Optical
Subheadings
Subheadings
Agipo Condensed Bold
All Caps
Leading: 100% of point size eg 100/100pt
THIS IS AGIPO CONDENSED, WE USE BOLD FOR SUBHEADINGS.
Tracking: 0 to -10
Kerning: Optical Body copy and subheadings
Body copy and subheadings This is Agipo, we use Regular for body copy and Bold for
Agipo Regular and bold subheadings and to highlight within body copy.
Stylistic Set 1 - Northern (square)
Leading: 120% of point size eg 100/120pt This is an introduction style This is a subheading style in
Tracking: 0 Agipo Bold weight
Kerning: Optical
in Agipo Regular weight,
berionsendae verovidebis This is the body style in Agipo
Regular weight aut eum asin
Eum asin plaudia sani ra consequ
ostrum is simenduciis derit remolor
System Fonts Headings
These fonts are a last resort. They are only

used when a digital system does not support
our brand fonts. We should do our best to This is Georgia Regular,
ensure that we use our brand fonts at all times,
but things can happen that are sometimes out
of our control, so we use these fonts to have
something to fall back on.
Subheadings
THIS IS ARIAL NARROW, WE USE BOLD FOR SUBHEADINGS.

Body copy and subheadings
This is Arial, we use Regular for body copy and Bold for
subheadings and to highlight within body copy.
This is an introduction style This is a subheading style in
Arial Bold weight
in Arial Regular weight,
berionsendae verovidebis This is the body style in Agipo Eum asin plaudia sani ra consequ
Regular weight aut eum asin ostrum is simenduciis derit remolor
Photography

Photography
Our imagery can be divided into two groups;

brand and logisitics.
Our brand imagery will largely include
the work we produce for our clients and
logisitcs imagery will cover our processes;
warehousing, delivery, staff and office etc.
Our three personality principles should help
guide how imagery flexes across both groups.
Connected
This is conveyed in our imagery by showcasing
the breadth of projects we produce as well as
our people in all capacities of the business.
Curated
Our imagery is uncluttered and shot on simple
backgrounds. Projects are tightly edited and
layouts considered, making them feel cohesive.
Creative
Our imagery conveys a sense optimism and
fun. This energy and expressiveness should
never feel forced and should always feel
relatable.
The photographic images that appear
throughout this document are for the
purpose of illustrating design principles
only and are not owned by Rothfield.

Photography
Brand
Our brand imagery covers the work that we
produce for our clients, these include but are
not limited to print, promotion, uniforms
and signage.
Quick Tips
- Include a mixture of single items, along with
full projects, this will give you more variety
when it comes to displaying work.
- To create visual interest use a mixture of
camera angles (close up - top down). This
will showcase the breadth of work as well as
materials and print techniques used.
- Backgrounds should be light (grey/off-white)
to ensure that projects stand out.
- Lighting should be bright but soft (try to avoid
hard shadows.)

Photography
Logisitics - People / Office Environment

Our logistics imagery covers the process
involved in the business, which includes our
people in the office environment.
Quick Tips
- Shots should feel candid/natural, not staged
or facing directly to camera.
- Shots should feel optimisitic and inviting.
-Suggest staff wear neutral colours (grey,
white, black), no patterns
- Lighting should be bright but soft (try to
avoid hard shadows.)

Photography
Logisitics - Warehouse and staff

Our logistics imagery covers the process
involved in the business, which includes the
warehouse environment and the people that
work there.
Quick Tips
- To create visual interest use a mixture
of camera angles (close up - wide). This
will showcase the breadth of our facilities
including the environment and people.
- Shots should feel candid/natural, not staged
or facing directly to camera.
- Lighting should be bright and natural, avoid
saturation and high contrast.

Graphic assets

Graphic Assets Line Device Holding Shape
Our graphic assets consist of a line device

and a holding shape.
Line Device
The line device is used to reinforce the
production line / delivery idea. It can be used
to connect pieces of content or sit either side
of a piece of content.
Placement of the lines can be vertical or
FEATURE STORY FEATURE STORY
horizontal. Where possible try to place the
lines in equal spacing between content.
Equal
Print Management Print Management
Holding Shape Spacing
thought leadership thought leadership
The holding shape is used to house content
and provide some hierarchy and structure
to a layout.
By Nathan Rothfield By Nathan Rothfield
The shapes are square / rectangular in nature
but are flexible in dimension. They have
rounded edges to mimmick the 'R' in the logo.
Stroke
2pt
Rounded Edges Stroke

20px 2pt
7mm

Illustration

Illustration
We have a suite of illustrations to help create

cut‑through and visual interest.
These geometric and detailed executions can
be used to illustrate the complex nature of the
business as well as bring a smile to the face.

Tone of voice

Tone of voice Our personality
Our tone of voice is about how we bring our Creative Collaborator

brand to life. How we come across to people.
And how we make them feel.
So this tone of voice guide has been Creative Collaborator
developed to help deliver consistency across – We work collaboratively with each other
all communications, yet allow for flexibility in – We are creative problem solvers
different media. – We partner with our customers to fulfil their business needs
– We respect the creative process
Our Personality – Our individual skillsets combine to span the entire gamut of
– We go beyond conventional thinking
brand fulfilment
The best way to write in our tone of voice is to
– We work holistically across the entire business lifecycle
think of Rothfield as a person, then write like – And this expertise is supported by dynamic software
they would. So who are we?
We’re the Creative Collaborator.

9 Quick Tips Creative Collaborator

1. Use an active voice.
2. Break up copy with short sentences. How do we talk?
How don't we talk?
3. Write how you speak. – We’re big on conversation. We write like we talk.
– We avoid overly technical print management speak’, or
4. Rewrite and edit to simplify. We use short active sentences.
any language that ordinary people wouldn’t understand.
5. Remember the reader knows less than you. – We are direct, open and approachable.
– We don’t use the third person. Rothfield is we and us,
6. A
void conditional words –should, could etc – We are down to earth. We’re a big business that’s not they and them.
7. Avoid exaggeration. been around for decades, but we don’t have tickets
– We stay true to the Rothfield family values —but we
on ourselves.
8. Avoid repetition. don’t need to constantly refer to it as a family business.
– We speak in regular English everyone can understand. We are all part of the Rothfield family.
9. Avoid cliché.
–W
e speak inclusively. We speak the same way to – We don’t sell services. We help businesses thrive.
marketing managers as we would the CEO.
– We use the first person. We are Rothfield, not a
third party.

A key part of speaking like a creative Creative Collaborator

collaborator is striking the right balance
between being a trusted partner and a great
person to be around. In this case, we want 15% Fun
to be roughly 85% professional and 15% fun!
However, this isn’t strictly mathematical— When we say ‘fun’, what we really mean is
more of an instinctive balance that feels right. someone who’s great to be around. Someone
with a real personality who really ‘gets it’.
85% professional
And conversely, when we say ‘professional’,
we don’t mean boring but instead conveying
the confidence and authority to get the job
done right.

Tone of voice Our DNA
We are collaborators, problem solvers and Connected Curated Creative

business-lifecycle partners.
Our team of genuine, skilled and experienced
people—each one with a deeply specialised We resolve complexity. We encourage uniqueness. We love brands.
knowledge of the industry—work in sync with
sophisticated technology solutions and each Our culture of connectedness ensures Our culture of curation ensures Our culture of creativity values high
other to solve real business problems and that our services, expertise and every business problem receives a levels of aesthetic craftsmanship and
deliver tangible business outcomes.
knowledge span and combine every personalised solution. Rothfield offers inventive problem solving in equal
It's this holistic approach—applied across facet of brand and business—and our bespoke and tailored brand fulfilment measure. Our instinctive and flexible
the entire business lifecycle—that defines the end-to-end approach leverages this services that work for each of our approach is applied to very brief,
Rothfield method. connectivity—delivering results across customers—so they get everything every challenge and every curveball.
the entire business lifecycle. they need, and nothing they don’t. We’ll only feel good if you look great!

Tone of voice Our expression pillars
Our principles help guide us to fulfil our Down to earth and Where efficiency and Big business capabilities,
purpose and express our DNA.
future focussed… delight meet… small business attitude…
These three pillars are the anchoring elements
of our character—they outline what we stand
for and how we act—and they will guide our
brand storytelling, be it visual or verbal. Trust x integrity pillar Human x experience pillar Process x credibility pillar
And it is the unique tensions found within
It’s no surprise that with our world Our greatest assets are our people. At Rothfield you get the best of
these principles that will carve out a
distinctive personality for the Rothfield changing at a rapid pace, we require We have gathered a group of industry both worlds—access to pioneering
brand and business. new solutions to help us meet experts, whose talent, experience services and systems that deliver
our customers’ needs today and and diverse skillsets come together tangible results for your business and
tomorrow. We pride ourselves on to make the process both rewarding the savvy and insight that comes as
being at the forefront of developing and enjoyable. Our team is a natural a result of a hardworking team of
dynamic and sustainable systems for extension of our customers’ marketing people who go above and beyond.
our customers—while never losing and purchasing team—and we’re here It’s a holistic approach providing
sight of what they need today—and to work hard for you. seamless experience.
delivering every single time.

Tone of voice Topline conversation
Hierarchy ROTHFIELD WHY ROTHFIELD REASON TO BELIEVE HOW ROTHFIELD WORKS WHAT ROTHFIELD OFFERS
Conversation hierarchy is a tool that
determines the correct structure, sequence We get brands and We have over 30 years We are collaborators, We deliver across every
and emphasis of the key messages we put businesses where they of experience working problem solvers and brand and business need.
to market. need to go. alongside some of business-lifecycle
It ‘packages’ these in our brand voice. Australia’s most prolific partners.
Imagine our brand met a stranger at a party – brands—taking their
this is how it would go about explaining itself communications to the
in an engaging way. next level.
That may sound like nothing more than
common sense, but many brands get the Expanded conversation
hierarchy out of whack over time and start
saying the wrong thing in the wrong way.
Result: confused, disengaged audience. Our world is changing. We get you. We’re your partners in Every need. Every time.
Here is a top line conversation hierarchy delivery.
In this constantly evolving Our experience means we We print, manage, store,
for Rothfield… world of communication are uniquely positioned to We work with you as a part track and ship every
we know that brands and not only understand the of your team and our unique conceivable brand and
businesses need to work needs of your business, but individual skillsets combine business output. If you need
harder to communicate with to meet (and exceed) those to build solutions that work it, we’ll deliver.
their customers in more needs every single time. for your business. We’re a
impactful (and more effective) pretty great bunch to hang
ways. out with too!
We’re here to deliver.

At Rothfield, we understand
and deliver on these complex
and evolving business needs.

Tone of voice Topline conversation - two sentences
The following are examples of how to write We get brands and businesses where they need to go.
about Rothfield in both two sentences and
With over 30 years of experience working alongside some
a few paragraphs.
of Australia’s most prolific brands, here at Rothfield we take
brand communications and creative business solutions to
the next level.
Topline conversation - A few paragraphs
We get brands and businesses where they need to go.

In this constantly evolving world of communication we
know that brands and businesses need to work harder to
communicate with their customers in more impactful (and
more effective) ways.
This is where Rothfield thrives. For over 30 years, we’ve
worked alongside some of Australia’s most prolific brands
to deliver on complex communication and business needs
across the entire operational lifecycle.
And we want to work with you. Think of our team as an
extension of yours. Your brief is just the starting point—
and our mission is to deliver above and beyond what you
think is possible.

Tone of voice Examples
Active Narrative
Your Brand logistics, Your Super
The Rothfield offering spans numerous
disciplines and offers a wide range of solutions.
promise experiences, straightforward but at
Ultimately the concept of delivering on uniforms, solutions, the same time a little bit
customers’ needs and brief is the most
distinctive and accurate description of the packaging brief, tracking tricky business need
overarching offering.
So it is essential to lean into the multi- EDMs, brochures, stationery, Delivered.
disciplinary/end-to-end/holistic offering with an
active narrative that expands and contracts to storage needs
show our breadth and flexibility.
The following are examples of an active
Delivered.
narrative that would feel at home as easily on
the front page of the website as it would on
the cover of an employee handbook.
Your Can-do, yes, Your 289 boxes of

absolutely, no probs, not letterhead safely stored
a worry, I’ll get it over to until Angela from the
you ASAP, I’m on it Canberra office runs out
Delivered. (again)Delivered.

Tone of voice Example
Bringing it all together A little bit fun (and flexible!) Your Super
The following is an example of how Rothfield
could speak using an active narrative and
This will immediately engage and create
an atmosphere of approachability.
straightforward but at
supporting copy. the same time a little bit
tricky business need
Delivered.
Hi, we’re Rothfield—and we get brands and
Always supported by confidence businesses where they need to go.
It should have enough authority to build With over 30 years of experience working alongside
trust and support reputation. some of Australia’s most prolific brands, we take
brand communications and creative business solutions
to the next level.

Applications

Print Applications
The following creative examples demonstrate

how the Rothfield brand comes to life.

Digital Applications


Environmental Applications


Contact
For help or questions about these

guidelines please contact:
Nathan Rothfield
Group Marketing Manager
E: nathan@rothfield.com.au
P: 03 8689 3830
M: 0438 758 588

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March 2021 Version 2.

Your Brand and

2 Brand Guide March 2021 Version 2.0

The purpose of this document is to provide Logo 05

3 Brand Guide March 2021 Version 2.0

4 Brand Guide March 2021 Version 2.0

The Rothfield logo is the face of our brand Hero Colour

Favicon and App Icon

The favicon should appear in Rothfield green

5 Brand Guide March 2021 Version 2.0

Use the height of R

6 Brand Guide March 2021 Version 2.0

7 Brand Guide March 2021 Version 2.0

Colour is vital to our identity and a huge aid to

8 Brand Guide March 2021 Version 2.0

Digital HEX / RGB PMSC 567 C

Please note: CMYK values have not been

Navy Yellow Teal Turquoise Tangerine

Black Soft Grey White

HEX #222222 HEX #e2ebec HEX #ffffff

PMSC Black Neutral C PMSC 7541 C

9 Brand Guide March 2021 Version 2.0

10 Brand Guide March 2021 Version 2.0

Tiempos Text is supported by Agipo

These fonts are a last resort. They are only

THIS IS ARIAL NARROW, WE USE BOLD FOR SUBHEADINGS.

14 Brand Guide March 2021 Version 2.0

Our imagery can be divided into two groups;

15 Brand Guide March 2021 Version 2.0

16 Brand Guide March 2021 Version 2.0

Logisitics - People / Office Environment

17 Brand Guide March 2021 Version 2.0

Logisitics - Warehouse and staff

18 Brand Guide March 2021 Version 2.0

19 Brand Guide March 2021 Version 2.0

Our graphic assets consist of a line device

Rounded Edges Stroke

20 Brand Guide March 2021 Version 2.0

21 Brand Guide March 2021 Version 2.0

We have a suite of illustrations to help create

22 Brand Guide March 2021 Version 2.0

23 Brand Guide March 2021 Version 2.0

Our tone of voice is about how we bring our Creative Collaborator

24 Brand Guide March 2021 Version 2.0

9 Quick Tips Creative Collaborator

25 Brand Guide March 2021 Version 2.0

A key part of speaking like a creative Creative Collaborator

26 Brand Guide March 2021 Version 2.0

We are collaborators, problem solvers and Connected Curated Creative

27 Brand Guide March 2021 Version 2.0

28 Brand Guide March 2021 Version 2.0

We’re here to deliver.

29 Brand Guide March 2021 Version 2.0

Topline conversation - A few paragraphs

We get brands and businesses where they need to go.

30 Brand Guide March 2021 Version 2.0

Your Can-do, yes, Your 289 boxes of

31 Brand Guide March 2021 Version 2.0

32 Brand Guide March 2021 Version 2.0

33 Brand Guide March 2021 Version 2.0

The following creative examples demonstrate

34 Brand Guide March 2021 Version 2.0

The following creative examples demonstrate

35 Brand Guide March 2021 Version 2.0