Environmental Management Systems Association - Style Guide

December 2008

Table of Contents

1. Introduction
2. Logo Meaning
2.1 EMSA Logo Colours
2.2 EMSA Symbol
3. Logo Uses
4. Logo Use Approvals Process
5. Logo Positioning
6. Legal Protection
7. Exclusions
8. Logo Specifications
8.1 Spot Colour Application
8.2 One Colour Application
9. Colour Swatches
9.1 Coated Paper
9.2 Uncoated Paper
References

1. Introduction

Whenever the Environmental Management System Association (EMSA) Member Logo is displayed, the public can be assured that the member has made an ongoing commitment to improve environmental performance by implementing the associations approach to environmental management. It is therefore imperative that the integrity of the logo is maintained.

This Style Guide outlines the conditions governing the use of the EMSA Member logo and the required graphic standards. Careful attention to these standards will ensure the consistency of every reproduction, and so foster uniform community awareness.

The Style Guide is also intended to ensure that the logo is not misrepresented or exploited through misuse.

Any member proposing to use the Member Logo must have:

  • signed the member form and be a fully paid up member
  • observed the standards in the Style Guide for the preparation of all logo reproductions, and
  • obtained written approval from the Committee for any logo use contrary to the conditions in the Style Guide

The ‘Association’ refers to the Environmental Management Systems Association (EMSA).

2. Logo meaning

The Member Logo should be used in accordance with the specific meaning the logo conveys, and should not be used in a way that misrepresents the intended message.

The EMSA Member logo is intended to signify that:

  • the Member is supporting the Association to achieve its objectives and strategic environmental outcomes, and
  • the Member is supporting the Association’s environmental management approach

2.1 EMSA logo colours

EMSA colours are green and gold which are Australia’s official national colours. These were formally established in a proclamation by the Governor-General, Sir Ninian Stephen, dated 19 April 1984. The text of the proclamation, insofar as the National Colours are concerned reads:

‘that green and gold (Pantone Matching System numbers 116C and 348C as used for printing on paper) shall be the national colours of Australia for use on all occasions on which such colours are customarily used.’

These colours are in the ‘public domain’ which means that green and gold may be used by any organisation or individual representing Australia without paying a fee (Page & Johnson 1997).

Green and gold are the colours commonly used by Australians when representing their country in international sporting events. These are the predominant colours found on many species of Wattle, namely, green foliage and golden inflorescences (World Wide Wattle 2008).

2.2 EMSA symbol

The EMSA symbol is an abstract representation of the management cycle to achieve continual improvement and better performance outcomes. This is the fundamental framework of an environmental management system.

3. Logo uses

The EMSA Member Logo may be used for the following applications

  • Corporate stationery – including letterheads, business cards and envelopes, including media release, letterhead and facsimile cover sheets
  • Publications – including newsletters, bulletins, brochures, information sheets and other marketing material
  • Advertising – including print, television, billboards and vehicles.
  • Internet – including home page or links to home page, and
  • Display materials – including exhibition stands, lecterns, posters, flags
  • Point of sale display – signs on retail counters, hotel rooms
  • Company livery – buildings, staff wardrobe
  • Promotional items – pens, folders, desk sets, tie and lapel pins, badges, mouse pads, book marks
  • Events – including conferences, launches, community awareness days, and education and training seminars

4. Logo use approvals process

Generally, EMSA members will not need approval for each application/use of the logo. However, approval from the Committee will be required in the following circumstances:

  • for all television advertising, internet use (except as specified above in Section 3), video and multimedia, including CD-ROM production
  • when the wording directly linked with the Member Logo differs from the approved phrases listed in Section 5
  • when the reproduction of the logos is proposed to be larger than the participant’s name or logo
  • for any proposed alteration to the design of the logos
  • for use by organisations, such as state governments, government programs and non-profit community organisations who are not Association members
  • for use in competitions such as sweepstakes or lotterie
  • for use in prospectuses

5. Logo positioning

The Member Logo will be positioned in the following way:

  • The Member Logo must always appear with either the name or the logo of the member
  • The Member Logo must be reproduced no larger than the organisations logo (Corporate Members), unless otherwise agreed

6. Legal protection

The Member Logo can only be used in accordance with the rules administered by the Association.

The rules and terms of use for the Member Logo act to protect the integrity of the logo. Additionally, it provides both members and the community with the assurance that the member using the logo is a member of the Association.

7. Exclusions

The following exclusions apply. The Member Logo cannot be used in the following ways:

  • that misrepresent the meaning of the logo (as described in Section 3)
  • on products or services, as it does not represent a product(s) environmental performance
  • to promote practices and policies that are inconsistent with the objectives, approach and strategic outcomes of the Association

It should be noted that membership will be revoked in the event of these exclusion instances.

8. Logo specifications

8.1 Spot colour application

The full colour (CMYK) breakdown given is suitable for four colour process printing and laser printing. The RGB (Red, Green, Blue) value given is suitable for displaying colours on screen or for projection.

Yellow PMS 116C CMYK 0, 16, 100, 0 RGB XXXX
Green PMS 348C CMYK X, X, X, X RGB XXXX

8.2 One colour application

One the occasions where only one colour is available, the logo can be reproduced in black. If black is unavailable, then it is preferable that the darkest colour available be used to encourage the clear legibility of the logo. It is also permissible for the logo to be reversed out – white on a dark coloured background.

9. Colour swatches

9.1 Coated paper

COLOURS TBA

9.2 Uncoated paper

COLOURS TBA

References

1. Anonymous (2000). Australian symbols, pp. 63. (A book published and produced for the Awards and National Symbols Branch of the Department of the Prime Minister and Cabinet.)

2. Page, R. and Johnston, C. (1997). Wattle. Gould Leaguer 5(6): 1-28 (The Gould League of NSW Inc.: Gladesville, N.S.W.)

3. World Wide Wattle, ‘Australian National Colours’, http://www.worldwidewattle.com/infogallery/symbolic/nationalcolours.php, page last updated: Tuesday 26 June 2007, date viewed 13 December 2008