MQ Brand-Identity-Guidelines 2018 V01-2

Brand
Identity
Guidelines
2018 | Version 1.0
How to use these guidelines
These guidelines have been created

to introduce and explain how
best to use our brand identity A B C D E
systems. The elements contained
within these guidelines form the
starting point for any Macquarie
University communication.
2.2.1 Our logo
MINIMUM SIZE AND CLEAR SPACE
While it’s important that these guidelines are
adhered to, they are not designed to be restrictive.
Rather, the aim is to encourage creativity within the
parameters of the brand identity system.
By following these guidelines, you can communicate F CONTENTS BRAND AND CREATIVE STRATEGY BRAND IDENTITY SYSTEM BRAND ARCHITECTURE BRAND L
your message in a unique and confident way, and
also contribute to the strength of our brand.
NAVIGATION G To ensure consistency and legibility A
To aid with accessibility our guidelines are fully
interactive. With a clean navigation system you across all communications, a
can access the information you require quickly minimum size and clear space has 0.5X
and effectively. A consistent header throughout the
document allows quick navigation between sections
been defined. 0.4X
as well as an interactive contents section.
A. HORIZONTAL LOGO
Please follow the guidance shown here to help Available in a variety of colourways and formats,
you navigate our guidelines: we have two horizontal logos available for use:
A. PRIMARY SECTION our master logo and our international version
B. SECONDARY SECTION (reserved for international audiences) that
0.3X
includes ‘Sydney Australia’.
C. TERTIARY SUBSECTION X
D. PAGE HEADING Both logos follow the same clear space rules
as shown. Content should not encroach within this
E. PAGE SUBHEADING
clear space.
F. SECTION QUICK LINKS
The minimum size is set at 28mm/200pixels –
G. CONTENT
the logo must not appear smaller than this size.
B. VERTICAL LOGO
Macquarie University Brand Identity Guidelines 2018 | Version 1.0 Available in a variety of colourways and formats,
we have two vertical logos available for use:
Contents 1-4/5-7
1
Brand and
2
Brand
3
Brand
4
Brand
creative strategy identity system architecture language
1.1.0 INTRODUCTION 2.1.0 INTRODUCTION .6.0 ICONS
2 3.1.0 INTRODUCTION 4.1.0 INTRODUCTION 4.5.0 BRAND LANGUAGE
2.6.1 Introduction 3.1.1 The purpose of 4.1.1 A shift in brand language PROTOCOLS
1.2.0 BRAND STRATEGY 2.2.0 OUR LOGO brand architecture 4.5.1 The role of headings
2.6.2 Usage principles 4.1.2 A voice that reflects the
1.2.1 Our creation story 2.2.1 Minimum size 3.1.2 Principles brand personality and subheadings
and clear space 2.6.3 Incorrect use
1.2.2 Competitive space 4.5.2 Basic rules
1.2.3 Defining ourselves 2.2.2 Colour reproduction 2.7.0 T ABLES, GRAPHS 3.2.0 BRAND THEATRE 4.2.0 LANGUAGE PRINCIPLES
4.5.3 Numbers
through our people 2.2.3 Incorrect use AND CHARTS 3.2.1 Introduction 4.2.1 Personality trait #1
4.5.4 Commonly used words
1.2.4 Our brand essence 2.7.1 Tables 3.2.2 How brand theatre 4.2.2 Personality trait #2 or phrases
2.3.0 LOGO LOCKUPS applies to us
1.2.5 Our brand proposition 2.7.2 Graphs and charts 4.2.3 Personality trait #3 4.5.5 Punctuation and grammar
2.3.1 Introduction 3.2.3 Architecture system prior
1.2.6 Our brand narrative 4.2.4 Personality trait #4
2.3.2 Horizontal logo .8.0 PHOTOGRAPHY
2 to new identity principles 4.6.0 CHECKLIST
1.3.0 CREATIVE STRATEGY 2.3.3 Vertical logo 2.8.1 Introduction 3.2.4 Decision-making tree 4.3.0 TONES OF VOICE
1.3.1 Advertising campaign idea 2.3.4 Multiple partners 2.8.2 Big issues 4.3.1 Introduction
1.3.2 Creative campaign manifesto 2.3.5 Horizontal logo – 2.8.3 Campus facilities 3.3.0
DEPARTMENTS AND 4.3.2 Implications for writing style
Equal partner 2.8.4 Portraits FACULTIES, FUNCTION
AND ADMINISTRATION 4.4.0 EXAMPLES
2.3.6 Vertical logo – 2.8.5 Our creation story UNITS
Equal partner 4.4.1 Prospective domestic
2.8.6 Campus life students – Core tone
2.3.7 Horizontal logo – 2.8.7 Campus grounds 3.4.0 RESEARCH LOCKUPS
Endorsement 4.4.2 Social media – Core tone
2.8.8 Objects 3.5.0
ENDORSEMENT LINES 4.4.3 Alumni and supporters via
2.4.0 COLOUR PALETTE 2.8.9 Incorrect use the Giving Impact newsletter
3.6.0
SERVICES, STUDENTS – Core tone
2.4.1 Specifications 2.9.0 SIGNAGE AND REGISTRARS
2.4.2 Gradients 4.4.4 Corporate stakeholders via
2.4.3 Light graphic 2.10.0 DIGITAL 3.7.0 PUBLICATIONS the Universities Australia
2.4.4 Usage principles 2.10.1 Banner ads website – Institutional tone
2.4.5 Colour – Incorrect use 2.10.2 PowerPoint
2.4.6 Light graphic – .11.0 MOTION GRAPHICS
2
Incorrect use 2.11.1 Intro sequences
.5.0 TYPOGRAPHY
2 2.11.2 Endframe sequences
2.5.1 Specifications 2.11.3 Lower third titles
2.5.2 Usage principles 2.11.4 Statements
2.5.3 Incorrect use
Macquarie University Brand Identity Guidelines 2018 | Version 1.0

Contents 1-4/5-7
5
Best
6 7
practice Appendix Contact
5.1.0 INTRODUCTION 6.1.0
TECHNICAL 7.0 CONTACT
SPECIFICATIONS
5.2.0 BROCHURES
6.2.0 ACULTY
F
5.3.0 POSTERS COLOUR PALETTE
5.4.0 BANNERS 6.2.1 Faculty colour specifications
5.5.0 PRESS ADS 6.3.0 PAPER STOCK USAGE
5.6.0 DIGITAL 6.4.0 STATIONERY
6.4.1 Ordering stationery
5.7.0 STAFF AND
STUDENT NEWS 6.5.0 SHARED ID
5.8.0 MERCHANDISE

1.0
CONTENTS BRAND AND CREATIVE STRATEGY BRAND IDENTITY SYSTEM BRAND ARCHITECTURE BRAND LANGUAGE BEST PRACTICE APPENDIX CONTACT
Brand and
creative strategy
1.1.0 INTRODUCTION
1.2.0 BRAND STRATEGY
1.2.1 Our creation story
1.2.2 Competitive space
1.2.3 Defining ourselves
through our people
1.2.4 Our brand essence
1.2.5 Our brand proposition
1.2.6 Our brand narrative
1.3.0 CREATIVE STRATEGY
1.3.1 Advertising campaign idea
1.3.1 Creative campaign manifesto

1.1.0 Introduction
Framing a more
distinctive future
The history, achievements and
ambitions of Macquarie University
are quite remarkable – we are a
university like no other.
Using the University’s strategic framework –
Our University: A Framing of Futures – as a spring
board, we engaged staff, students, partners and
community leaders to help us define who we are,
what we stand for and where we want to go.
Overwhelmingly, the consensus was that our story
is one of aspiration, connectedness and service
and engagement. This notion – communicated in a
coherent and compelling way through our refined
narrative – will speak to those intrepid minds and
courageous spirits we hope to have join us.
The University is now ready to share its stories of
discovery and achievement with a renewed sense
of purpose and clarity.

1.2.1
Brand strategy
OUR CREATION STORY
Renewing our narrative is not about

starting from scratch. In fact, it’s “What’s it like in there?”
quite the opposite.
a driver asked Juliet Harper as
Our history is a formidable source of inspiration.
From our earliest days in the mid-1960s, we’ve
he gave her a lift and nodded
pioneered on many fronts – from the openness towards the ‘concrete gloom’.
of our admission procedures and our broadened
curricular choices, to the dynamic use of our
“Funny place t o put a uni –
library and the introduction of academic they say it’s different to the
self-appraisal. These practices are now so
commonplace, it’s easy to forget how innovative others, got grades instead of
they were at the time. marks and these semesters
We must not forget, or consign, this pioneering
spirit to history. This remarkable sense of
instead of terms and mothers
hopefulness and confidence that life is full of bring their kids to classes.
possibilities must be rekindled and brought
back to the fore of how we think and behave. That right?”
Above all else, Juliet remembers
the hopefulness, the ‘novelty
and sheer possibility of what
could be done’, the confidence
that ‘things could be and
would be different’.
Extract from Liberality of opportunity:
A history of Macquarie University 1964–1989

1.2.2 Brand strategy
COMPETITIVE SPACE
Universities in Australia are usually

generalist, competing for similar
students and research funds
across a broad range of disciplines.
Creating differentiation is difficult
as people’s perceptions are heavily
influenced by deeply entrenched
notions about the sector.
Research tells us that people tend to
categorise universities into one of three big
typologies: universities that stand for prestige
and tradition, universities that stand for
community and accessibility, and universities
that stand for innovation and the real world. prestige and community and innovation and
Macquarie has chosen to focus on engaging
its primary mindset – the ‘Career pursuers’ –
tradition accessibility the real world
and so consequently, we want to be the best
university for them – an exemplar of an
innovative university that prepares people for
the real world.
While other universities certainly innovate,
our position in the innovation space is unique.
Rather than celebrating technology for
technology’s sake, we legitimately own
‘human-powered innovation’ – innovations
brought to life through collaboration that are
seeking solutions for the real-world challenges
of today and tomorrow.

DEFINING OURSELVES THROUGH OUR PEOPLE
Macquarie’s people are those who

are not afraid to choose the less
trodden path. They see life as an
exhilarating source of possibilities to
grow intellectually and professionally,
unconstrained by traditions. They are
ready to embrace new experiences
and ideas.
They believe that a leader is about being a
team player. They know that success in today’s
world is all about collaborating with the right
people on the right issues.
These people are naturally curious and open to the
most diverse intellectual perspectives. They want
to grow into well-rounded citizens of the world,
actively engaged in the complex issues that define
the future of humanity.
Career Rounded Determined
pursuers discoverers pragmatists
And while the diversity of our student body, staff
population and partners certainly makes us richer,
our future success lies in attracting and engaging
particular mindsets more than others: ‘Career
pursuers’ first and foremost, followed by ‘Rounded They aspire to reach their full They seek to find out more about They have great passion for
discoverers’ and ‘Determined pragmatists’. potential and be at the leading themselves and what they want what they study, and are highly
edge of their field. They focus on out of life by attending university. motivated to prove to others what
future career success, and are And while securing a career is a they are capable of. Often juggling
looking for excellent graduate key outcome of their studies, the life outside of study, they require
outcomes and practical journey they take to get there is flexible entry and study options.
experience through internships considered just as important.
and networking opportunities.

OUR BRAND ESSENCE
Our narrative fosters the sense

of pride we have in who we are
and where we’ve come from,
and engenders a more spirited
Connected
commitment to where we’re going.
The distillation of our narrative is ‘connected
intelligence’. A brand essence – not a tagline –
it aims to intensify our connectedness across
intelligence
the board – socially, experimentally and
intellectually.

1.2.5
Brand strategy
OUR BRAND PROPOSITION
Our brand proposition defines our

unique position within the market, Brand essence Connected intelligence
and directs the language and tone
of voice we use. It creates internal
Brand positioning Macquarie is a vibrant university engaged with the real world.
We foster collaboration across diverse fields of knowledge and human
alignment and consistent external perspectives, pursuing innovative ways to address society’s complex problems
expression across every customer and create a better future.
touch-point.
Our brand essence – connected intelligence Target audience Career pursuers
– is expanded on in short and long-form
positioning statements, designed to
communicate our purpose and unite us
around our common brand principles.
Brand pillars Personality traits
Our brand pillars – open collaboration, 1) Open collaboration: one beautiful, future-focused campus, unbound by ivory Collaborative
empowered imagination, integrated towers and sandstone walls, fostering collaboration between students, academics,
perspectives and real-world impact – are
essentially the personality traits that define
industry and society. 2
our brand and guide us in the way we engage
with all audience groups. 2) Empowered imagination: connecting people across the most diverse fields of Brave
The externally focused creative expression
knowledge to create bold new possibilities: for their careers, intellectual endeavours,
of connected intelligence is ‘You to the power enterprises and the common good.
of us’ – the human equation for success. This
tagline, which demonstrates the exponential 3) Integrated perspectives: a collegial culture which supports and encourages Clever
power of being part of Macquarie University, everyone to traverse the boundaries of their own perspectives and affect change.
is spearheading advertising campaigns across
recruitment, research, corporate engagement
4) Real-world impact: a community of world citizens deeply engaged with the real Effective
and advancement.
and often complex problems and opportunities that define our lives.
Creative expression YOU to the power of us

OUR BRAND NARRATIVE
The following short and long-form

narratives communicate our Short narrative Long narrative
statement of purpose and unite us Macquarie is a vibrant university Macquarie is a university engaged with the real and often
around our shared brand principles. engaged with the real world. complex problems and opportunities that define our lives.
A powerful tool for bringing focus, direction We foster collaboration across diverse
and clarity to our marketing messaging Since our foundation 54 years ago, we have aspired to be a
and strategies, they can be used to help
fields of knowledge and human
different type of university: one unbound by ivory towers
differentiate our brand from our competitors. perspectives, pursuing innovative ways
and sandstone walls. Rather, we are focused on fostering
to address society’s complex problems
collaboration between students, academics, industry and
and create a better future.
society, encouraging all to traverse the boundaries of their
own perspective and affect change.
Over the years, we’ve grown to become the centre of a vibrant
local and global community. A place of constant stimulus and
human interaction.
Together, we advance world-class theoretical thinking and
translate it into real-world solutions. We’re connecting people
across the most diverse fields of knowledge to create bold
new possibilities: for their careers, intellectual endeavours,
enterprises and the common good.
At Macquarie, people become skilled at switching between
specialist and generalist mindsets; mastering complexity,
thinking holistically and helping to create a better future.

1.3.1
Creative strategy
ADVERTISING CAMPAIGN IDEA
‘You to the power of us’ is the emotive

advertising campaign idea being used
to promote Macquarie. Its purpose is to
bring our brand narrative to life in a way
that connects with the hearts and minds
of our multiple audiences – students,
parents, researchers, corporates, alumni,
A
community and government – and
demonstrates the enormous impact that
the University, our researchers and our
students have in the world.
Focused on how collaboration can benefit the
world beyond academia’s confines, it’s a unique and
differentiated approach to conventional university
communication.
A. (YOU)us EQUATION DEVICE
‘You to the power of us’ is a thought-provoking visual
mnemonic. Through its articulation as an equation
(YOU)us, it instantly demonstrates a connection
between Macquarie and our various audiences. And
with an emphasis on the ‘YOU’, it places our audiences B
at the centre of all that we do. It’s empowering,
ambitious and aspirational.
B. 'YOU TO THE POWER OF US' TAGLINE

‘You to the power of us’ as a tagline is memorable,
engaging and welcoming, and leaves our audiences with
the feeling that they’ll be part of something at Macquarie.
To ensure clarity of message and recall, the ‘You to the
power of us’ tagline should always accompany the (YOU)us
equation device.

1.3.2
Creative strategy
CREATIVE CAMPAIGN MANIFESTO
At Macquarie, we have discovered the human equation for success.

By knocking down the walls between departments, and uniting the powerhouses
of research and industry, human collaboration can flourish.
This is the exponential power of our collective, where potential is multiplied by a campus
and curriculum designed to foster collaboration for the benefit of everyone.
Because we believe when we all work together,

we multiply our ability to achieve remarkable things.
That’s YOU to the power of us

2.0
Brand
identity system
2.1.0 INTRODUCTION .5.0 TYPOGRAPHY
2 2.10.0 DIGITAL
2.5.1 Specifications 2.10.1 Banner ads
2.2.0 OUR LOGO
2.5.2 Usage principles 2.10.2 PowerPoint
2.2.1 Minimum size
and clear space 2.5.3 Incorrect use
.11.0 MOTION GRAPHICS
2
2.2.2 Colour reproduction .6.0 ICONS
2 2.11.1 Intro sequences
2.2.3 Incorrect use 2.6.1 Introduction 2.11.2 Endframe sequences
2.3.0 LOGO LOCKUPS 2.6.2 Usage principles 2.11.3 Lower third titles
2.3.1 Introduction 2.6.3 Incorrect use 2.11.4 Statements
2.3.2 Horizontal logo 2.7.0 TABLES, GRAPHS
2.3.3 Vertical logo AND CHARTS
2.3.4 Multiple partners 2.7.1 Tables
2.3.5 Horizontal logo – 2.7.2 Graphs and charts
Equal partner
.8.0 PHOTOGRAPHY
2
2.3.6 Vertical logo –
Equal partner 2.8.1 Introduction
2.3.7 Horizontal logo – 2.8.2 Big issues
Endorsement 2.8.3 Campus facilities
2.8.4 Portraits
2.4.0 COLOUR PALETTE 2.8.5 Our creation story
2.4.1 Specifications 2.8.6 Campus life
2.4.2 Gradients 2.8.7 Campus grounds
2.4.3 Light graphic 2.8.8 Objects
2.4.4 Usage principles 2.8.9 Incorrect use
2.4.5 Colour – Incorrect use
2.4.6 Light graphic – 2.9.0 SIGNAGE
Incorrect use

2.1.0 Introduction
Named after Lachlan Macquarie, the

fifth Governor of New South Wales –
a man noted for his humanitarianism
and interest in education – the
Macquarie Lighthouse has a long
association with the University, as
part of the University’s coat of arms.
The lighthouse serves as a strong metaphor for the
University’s future ambitions. It is a symbol of the
support, encouragement and reassurance that the
University provides to students and staff, so they
can venture into unknown territories of intellectual
enquiry with great confidence and conviction.
The University’s brandmark acknowledges both
the Macquarie Lighthouse and the Sirius star,
the guide star and flagship of the First Fleet.

2.2.0 Our logo
Our logo is our most valuable brand A

asset; it identifies who we are, and
it acts as an identifier and mark
of quality. Two versions are available –
horizontal and vertical.
A. MASTER LOGOS
The horizontal logo is our hero logo. Whenever
possible, this is the version that should always
be used. Where this isn’t possible a vertically
stacked logo is available.
B. INTERNATIONAL LOGOS
The international logos should only be used
in applications with significant exposure
to international audiences.

2.2.1 Our logo
MINIMUM SIZE AND CLEAR SPACE
To ensure consistency and legibility A B

across all communications, a
minimum size and clear space has 0.5X 0.5X 0.5X X 0.5X
been defined. 0.4X 0.4X
A. HORIZONTAL LOGO
Available in a variety of colourways and formats,
we have two horizontal logos available for use:
our master logo and our international version
(reserved for international audiences) that
0.3X
X
Both logos follow the same clear space rules
as shown. Content should not encroach within this 0.4X
clear space.
B. VERTICAL LOGO
Available in a variety of colourways and formats,
we have two vertical logos available for use:
our master logo and our international version
(reserved for international audiences) that
Both logos follow the same clear space rules
as shown. Content should not encroach within this
clear space.
28MM / 200PIXELS 15MM

/ 100PIXELS

2.2.2 Our logo
COLOUR REPRODUCTION
Our logo is available in a HORIZONTAL LOGO VERTICAL LOGO HORIZONTAL LOGO VERTICAL LOGO
variety of formats. Choose the MASTERBRAND INTERNATIONAL BRANDMARK
most appropriate version for

your requirements.
The masterbrand logos should be reproduced
where possible on Sand.
MYK and RGB are the preferred reproduction
C
methods and should be used for all full-colour
printing (CMYK) and screen viewing (RGB).
Spot colour should be used where full-colour
printing is not available (eg screen printing).
In all methods of reproduction, colour must
be matched to Pantone® references.

2.2.3 Our logo
INCORRECT USE
A.
The masterbrand should not be recoloured. A B
B.
he masterbrand must not be locked up
T
with any descriptors unless they appear in
a third-party environment. Refer to section
3.4.0 Third-party lockups FACULTY OF ARTS
C.
Permission should be sought from Group
Marketing to reproduce the symbol independent C D
of the masterbrand.
D.
The symbol should not be reproduced
with a keyline.
E.
The masterbrand should not appear on
backgrounds that affect its legibility.
E F
F.
The masterbrand should not appear on
Bright Red, Deep Red, Purple or Magenta
backgrounds. For legibility, the full reversed
(white) logo should be used.
G.
The Macquarie University master brand should
never appear in the same space as co-brands
that feature the Macquarie University shield. G

2.3.1 Logo lockups
INTRODUCTION
Macquarie University and many

of its entities maintain complex
relationships with third-party brands.
These relationships and their
activities are communicated either
by the University or by the third party,
in their look and feel.
The scale of our logo when appearing with others
is reflective of our role with one another.
PARTNER LOGO LOCKUP
When using a partner logo lockup within the
Macquarie University environment, the partner
Collaborate with us
logo is less prominent than the Macquarie
University logo.
OPTUS MACQUARIE UNIVERSITY CYBER SECURITY HUB
EQUAL PARTNER LOGO LOCKUP
When Macquarie University is shown as an equal
partner, the visual balance of the logos is equal.
ENDORSEMENT LOGO LOCKUP
Where the Macquarie University logo is used as
an endorsement, it should be sized in order to be
smaller than the partner logo.

2.3.2 Logo lockups
HORIZONTAL LOGO
A partner brand logo may appear A B

beneath our master logo or to the left.
This relationship is determined by the
X X
context it is being used.
Y Y
The partner logo should never be
more visually dominating than the
Macquarie University logo.
When used in the Macquarie University
MINIMUM X MINIMUM X
environment, an endorsement line is used to
clarify the brand relationship. Text is set in
National Regular in black with -15 tracking. 0.5Y Lorem Ipsum 0.5Y Lorem Ipsum
Minimum size and clear space rules as defined in Y
section 2.2.1 Minimum size and clear space PARTNER
applies to the logo lockup. LOGO
PARTNER LOGO X
Refer to section 5 Best practice for examples.
A. VERTICAL RELATIONSHIP Y X
When the partner brand appears beneath the
masterbrand, an endorsement line is included that
sits to the left of the partner logo as shown.
B. VERTICAL RELATIONSHIP – C
EXTREME HORIZONTAL PARTNER LOGO MINIMUM X X
In exceptional circumstances when a partner
logo is in an extreme landscape format, the 0.5Y Lorem Ipsum
endorsement line may appear above the partner Y
logo as shown. The width of the partner logo must
never exceed the width of the masterbrand logo.
C. HORIZONTAL RELATIONSHIP PARTNER Y
When the partner brand appears to the left of the LOGO
Macquarie University logo, the endorsement line
appears above the partner logo.
X

2.3.3 Logo lockups
VERTICAL LOGO
A partner brand logo may appear A B

beneath our master logo or to the left. X X
This relationship is determined by the
context it is being used.
The partner logo should never be
more visually dominating than the Y Y
Macquarie University logo.
When used in the Macquarie University
environment, an endorsement line is used to
MINIMUM X MINIMUM X
clarify the brand relationship. Text is set in
National Regular in black with -15 tracking.
Lorem Ipsum 0.5Y Lorem Ipsum 0.5Y
Minimum size and clear space rules as defined in Y Y
section 2.2.1 Minimum size and clear space
applies to the logo lockup. PARTNER LOGO MAXIMUM
0.75X
Refer to section 5 Best practice for examples. PARTNER
LOGO
A. VERTICAL RELATIONSHIP
When the partner brand appears beneath the
masterbrand, an endorsement line is included
MAXIMUM
that sits centred above the partner logo as shown. X
B. VERTICAL RELATIONSHIP – C
EXTREME HORIZONTAL PARTNER LOGO
When a partner logo is in an extreme landscape MINIMUM X X
format, the height is set at a maximum of 0.75X. 0.5Y Lorem Ipsum
When determining the most appropriate size, Y
bear in mind that the partner brand should
never appear more visually dominating than the
Macquarie University logo. PARTNER
LOGO
C. HORIZONTAL RELATIONSHIP
Where a partner logo appears to the left of the logo, Y
MAX
whether a portrait logo or extreme landscape logo, 0.75X
the shortest length should not exceed 0.75X.

2.3.4 Logo lockups
MULTIPLE PARTNERS
Where multiple partners appear A

together, the logos should be placed X
orderly under a keyline with an
endorsement line.
A. MULTIPLE PARTNER RELATIONSHIP
A range of factors should be considered when
placing multiple partner logos together. The size Y
relationship between the partner logos should
be balanced and not appear to show emphasis
over another.
No individual partner logo should be more visually MINIMUM X
dominating than the Macquarie University logo.
The shortest length of any partner logo should not
0.5Y
Lorem Ipsum 0.75Y
exceed X (in the case of extreme landscape logos,
Y
the shortest length should not exceed 0.75X).
This is in order to maintain a visual balance of
logos where one does not compete against another. PARTNER PARTNER PARTNER MAXIMUM
PARTNER LOGO
Text is set in National Regular in black with LOGO LOGO LOGO 0.75X
-15 tracking. The keyline should match the colour
and thickness of the endorsement line text but MAXIMUM 0.75X
should not exceed 1pt. X

2.3.5 Logo lockups
HORIZONTAL LOGO – EQUAL PARTNER
Where establishing an equal A

X
partnership in a third-party Lorem Ipsum 0.5Y
environment, our logo lockup is 0.4X
preceded by an endorsement line and
the partner logo appears after our Y
masterbrand logo.
Text is set in National Regular in black with
-15 tracking. The lockup may appear with or MINIMUM 0.4X
without a partner logo.
The partner logo appears beneath the masterbrand,
and an endorsement line sits above the
masterbrand logo to describe the partnership. PARTNER LOGO
Partner logos should appear visually equal in size
to our masterbrand logo. The shortest length of
partner logos is set at 1.5X (in the case of extreme
landscape logos, the shortest length is set at X).
B. HORIZONTAL RELATIONSHIP 1.5X
The partner brand appears to the right of the
masterbrand, and an endorsement line sits above
the masterbrand logo to describe the partnership.
B X MINIMUM 1.5X
Partner logos should appear visually equal in size 0.4X
partner logos is set at 1.5X (in the case of extreme
landscape logos the shortest length is set at X). 0.5Y Lorem Ipsum
0.4X
Y
PARTNER LOGO

2.3.6 Logo lockups
VERTICAL LOGO – EQUAL PARTNER
Where establishing an equal A B

partnership in a third-party X X X
environment, our logo lockup is Lorem Ipsum 0.75Y 0.75Y Lorem Ipsum
preceded by an endorsement line and 0.4X 0.4X
the partner logo appears after our
masterbrand logo.
PARTNER
Text is set in National Regular in black with LOGO
-15 tracking. The equal partner logo lockup
may appear with or without a partner logo. Y Y
The partner logo appears beneath the masterbrand, MINIMUM 0.4X
and an endorsement line sits above the MINIMUM
masterbrand logo to describe the partnership. 0.4X
Partner logos should appear visually equal in size PARTNER
to our masterbrand logo. The shortest length of LOGO
partner logos is set at 1X (in the case of extreme
landscape logos the shortest length is set at X).
B. HORIZONTAL RELATIONSHIP X
The partner logo appears to the right of the
the masterbrand logo to describe the partnership.
Partner logos should appear visually equal in size
partner logos is set at X.

2.3.7 Logo lockups
HORIZONTAL LOGO – ENDORSEMENT
A logo lockup is available to show A B

MINIMUM
our endorsement of a partner brand. 2X 2X X
The partner logo should be more
visually dominating than the Lorem Ipsum 0.5Y
0.4X
Macquarie University logo in
this context. PARTNER LOGO PARTNER LOGO
Y
Endorsement line text is set in National Regular

in black with -15 tracking.
The partner logo appears above the masterbrand X
logo, and an endorsement line sits above the
MINIMUM X
masterbrand logo to establish the endorsement.
Partner logos should appear visually larger in size Lorem Ipsum 0.5Y
to our masterbrand logo. The shortest length of 0.4X
partner logos is set at 2X (in the case of extreme
landscape logos the shortest length is set at 1.5X). Y
B. HORIZONTAL RELATIONSHIP
The partner logo appears to the left of the X
the masterbrand logo to establish the endorsement.
Partner logos should appear visually larger in size
partner logos is set at 2X.

2.4.1 Colour palette
SPECIFICATIONS
Red is our brand colour; it is

Red
an integral part of our brand
identity. A supporting palette is PANTONE® 187 CP
C7 M100 Y82 K26
available to add pace and variation R166 G25 B46
to communications. HTML A6192E
A secondary colour palette is available

for specific departments and faculties. Refer to
section 6.2.1 Colour palette for secondary
colour specifications.
In all methods of reproduction, colour must
be matched to these Pantone references.
The CMYK breakdowns must match to the
Pantone Plus Series Colour Bridge system. Deep Red Magenta Charcoal
Bright Red is part of the Pantone Plus Series PANTONE 188 CP
®
PANTONE 233 CP
®
PANTONE® 447 CP
Colour Bridge 336 New Colours.
16 M100 Y65 K58
C C12 M100 Y0 K0 C50 M30 Y40 K90
R118 G35 B47 R198 G0 B126 R55 G58 B54
HTML 76232F HTML C6007E HTML 373A36
Bright Red Purple Sand

PANTONE® 2035 CP PANTONE® 242 CP PANTONE® 7527 CP
C0 M97 Y100 K3 C32 M100 Y11 K41 C3 M4 Y14 K8
R214 G0 B28 R128 G34 B95 R214 G210 B196
HTML D6001C HTML 80225F HTML D6D2C4

GRADIENTS
Two gradient backgrounds are A 45° ANGLE

available to add vibrancy to
Macquarie University communications.
The five-colour gradient is used to communicate
with dynamism, while the three-colour gradient
may be used to achieve a more understated tone.
The five- and three-colour gradients are available
as artwork and should not be recreated. They have
been specifically constructed to minimise banding
when reproduced. Gradients can be scaled to
fit formats.
B 45° ANGLE
The five- and three-colour gradient may be used
to add warmth to large areas of flat colour; behind
the light graphic to add depth; and in bespoke
applications, be used in both the background
and in typography.
The gradient may be applied on a 45º angle to
align with the angle used within our light graphics.
A. FIVE-COLOUR GRADIENT
B. THREE-COLOUR GRADIENT
C. LEGIBILITY
Consider legibility when placing graphic content C
on gradients. Our masterbrand logo for instance
being predominantly composed of red tones would
be more suited to being placed on areas of purple
to maintain differentiation, or consider using the
reversed (white) logo.

LIGHT GRAPHIC
The Fresnel lens in the Macquarie A C

Lighthouse was used as inspiration
in creating our light graphic. Set in
colour palette combinations, it is
used to add colour and interest to
Macquarie University communications.
A. FIVE-COLOUR LIGHT GRAPHIC
Our five-colour light graphic is bold and impactful.
It is used to communicate dynamism by using the
full spectrum of our colour palette.
B. THREE-COLOUR LIGHT GRAPHIC
Our three-colour light graphic is more muted and
is used primarily for functional communications.
Our assets may be used over solid colours;
however, they should not appear over a gradient.
B
C. SINGLE USE LIGHT GRAPHIC
For simplicity, a single light graphic shard is
available for use in our colour palette. It is used
to add ownership in a simplified way.
Refer to section 5 Best practice for examples
of light graphic usage.
All light graphics are available in CMYK and RGB.

USAGE PRINCIPLES
Our colour palette can be used in A B

varying ways to convey different tones.
A. ACTIVE AND ENGAGING
Using a combination of Red, Deep Red, Bright
Red, Purple and Magenta conveys a n active and
engaging tone.
Typically, Red should dominate (Deep Red and
Bright Red). Magenta and Purple are used as
accents only. Sand may be used prominently as
a supporting colour.
Using an increased proportion of Redconveys a
more official feel.
In communications on campus, any s ingle colour
or combination of colours from the colour palette
may lead.
B. RED DOMINANT C D
Using only reds conveys a functional or
informative tone.
C. CHARCOAL DOMINANT
Using an increased proportion of Charcoal conveys
a prestigious tone. Approval should be sought from
Group Marketing when using this application of
the colour palette.
D. SUBDUED
Limiting the palette or omitting bright a nd accent
colours may allow the communication of more
sensitive topics.

COLOUR – INCORRECT USE
A.
n increased proportion of Charcoal should be
A A B
reserved to convey a prestigious tone only.
Graduate Diploma of
Applied Finance
B.
Faculty colours should only be used in the Get your flu shot
entity device. before the flu
gets you
FREE FLU SHOTS FOR ALL
C. MACQUARIE UNIVERSITY STAFF
Available on campus Monday 3 – Friday 28 April 2017
Do not use colours other than those specified Book your appointment today staff.mq.edu.au/flu
within these guidelines.

MQ HEALTH GENERAL PRACTICE
D.
Macquarie University Clinic (F10A)
Suite 305, Level 3, 2 Technology Place
An increased proportion of Magenta or Purple

should be reserved for communications that C FACULTY OF SCIENCE D
appear on campus only.
AND ENGINEERING
World-Leading Research
Faculty of Science World-Changing Impact
and Engineering
at Macquarie University
STRATEGIC RESEARCH FRAMEWORK: 2015-2024
FSE0732 - Brand and Reputation Guide 2017_FA.indd 1 15/12/16 10:09 am

LIGHT GRAPHIC – INCORRECT USE
A.
The light graphic should only be used full bleed. A B
It should not be cropped, extended or shrunk.
B.
Avoid using the light graphic on white.
Where possible, it should appear on Sand
or any other primary colour.
C.
Avoid rays interfering with imagery or text.
Always consider the legibility of content Department of
Biological
ScienceS
Faculty of Science
and Engineering
and photography. annual report

2016
D. C D
Do not place images within the light graphic.
E.
When applying an effect to the light graphic,
only Normal, Multiply or a combination of the
Luminosity mode at 30% and the Colour mode
may be used.
F.
The light graphic must not be flipped.
E ANCIENT CULTURES
RESEARCH CENTRE
F
Secrets of cuneiform
documents revealed
ARCHAEOLOGY AND MEDICAL IMAGING

2.5.1 Typography
SPECIFICATIONS
A. INFORMATION FONT – NATIONAL A
National Light
National is a simple and strong sans serif
with subtle quirks in the details. It conveys
both clarity and warmth and projects
confidence and approachability.
B. INFORMATION FONT – NEWZALD
Newzald is a timeless serif, as elegant as it is
hardworking. Its large x-height and slightly
National Book
condensed forms allow optimum word count
without compromising legibility.
National Book Italic
National Bold
C. SYSTEM FONTS
Arial and Georgia are standard PC fonts and
are used when National and Newzald are
National ExtraBold
not available. They are typically used for
communications that are created in Microsoft®
programs or for communications that are
shared ‘live’ (ie without first being converted to
National ExtraBold Italic

a PDF) where the recipient will not have access
to National or Newzald.
B C
Newzald Book Arial

Arial Italic
Georgia
Georgia Italic
Newzald Book Italic Arial Bold Georgia Bold
Newzald Black Arial Bold Italic Georgia Bold Italic
Newzald Black Italic

2.5.2 Typography
USAGE PRINCIPLES
A hierarchy of information has been developed to

provide clarity and focus across communications.
A. HEADER D. MAJOR SUBHEADINGS

A WHICH WAY NOW? IMAGINING YOUR FUTURE AT MACQUARIE UNIVERSITY
National ExtraBold and National National Light upper case with
Light upper case with -15 -15 tracking. Font size to be
tracking. Text to match the 49% of the major heading point Everyone needs a helping hand at some point in their life, right?
title on the front cover of the size. Leading should be equal B
publication. Page numbers to the point size. The space
No matter who you are, where you are from, and how you did at school,
to appear in red. At A4 size, a before should match the x-height we have a couple of options in the form of bonus points and scholarships
header should appear at 8.5pt. of the major subhead. This that we think you will really like.
measurement should match the
B. LEAD-IN TEXT space before the fine line which
Newzald Book. At A4 size, appears under the major subhead
lead-in text should appear at and the space after that line.
Bonus points,
12.5pt with auto leading.
Eg, At A4 size, major subheadings
C. MAJOR HEADINGS should appear at 22pt with C
scholarships
National ExtraBold sentence 22pt leading. The underline
case with -15 tracking. Leading should be 0.5pt.
to be 80% of the point size.
E. SUBHEADING – LEVEL 1
and special entry

Special attention may be
required to avoid ascenders National ExtraBold upper case
and descenders overlapping. in red with -15 tracking. At A4
size, level 1 subheadings should
Eg, At A4 size, major headings appear at 9.5pt with auto leading
should appear at 45pt with
36pt leading.
and 1.5mm space before.
F. BODY COPY
D
HELPING YOU REACH YOUR GOALS
Newzald Book. At A4 size, body
copy should appear at 9.5pt E BONUS POINTS MERIT SCHOLARS PROGRAM
with auto leading a nd 1.5mm If you’re completing the HSC or an International As a merit scholar you gain exclusive access
space after. F Baccalaureate and you include Macquarie in to personal, professional and academic
G. SUBHEADING – LEVEL 2 your preferences, you may be eligible to receive opportunities. Merit scholars participate in a
National ExtraBold upper case bonus points that can be added to your ATAR. formal mentoring program, workshops and
networking events, and have access to amazing
in black with -15 tracking. At A4 G FIND OUT HOW MANY
size, level 2 subheadings should POINTS YOU CAN RECEIVE scholarships to undertake research or attend
mq.edu.au/bonus-points international conferences or internships.
appear at 9.5pt with auto leading
Reserved for students with an ATAR of 98.5
and 1.5mm space before. SCHOLARSHIPS or above, or those who achieve a GPA of 4.0 in
Each year Macquarie University awards over their university studies, the program gives you
$2 million in scholarships. That’s a lot of cash, experiences and skills that will benefit you long
and you may find that you’re eligible. Most of after you graduate.
2.5.3 Typography
INCORRECT USE
A.
Newzald should not be used for major headings. A B
National should not be used for body copy.
B. Competition and Brand up!
consumer law
Only National ExtraBold, National ExtraBold Italic,
National Light and National Light Italic, Newzald
Book and Newzald Book Italic and Newzald Black TRAINING PROGRAM FOR THE
and Newzald Black Italic should be used. IMPLEMENTATIONOF THE NEW
TO QUUNT, SE NONET QUI SUM FACCABO RERCITEM INTO OFFICIUM
QUUNT. IDUCIA QUE OFFICTO BEATQUAM RE NONSECTEM IPSANDE
BRAND IDENTITY
C. BITIBUS DOLUPTAS DOLORUM RA QUE QUIANDE EA NON PLANT.
Ensure that there is contrast in scale between
heading and subheading.
D. C D
Title case should not be used. Major headings
Breaking
should appear in sentence case only. Brochureware
subheadings should appear in upper case only.
New Ground
E.
Differentiation should not occur in the middle
Request for academic transcript
of a heading. INFORMATION AT YOUR FINGERTIPS
F. Isotope Geochemistry Research
Avoid using functional headings on
propositional communications.
E F
Get the look Undergraduate

TRAINING PROGRAM FOR THE IMPLEMENTATION
OF THE NEW BRAND IDENTITY
programs
ENCOURAGED TO DEFY BOUNDARIES

2.6.1 Icons
INTRODUCTION
Our icon suite is contemporary

and graphic, adding clarity to
communications.
A full suite of icons is available as artwork
for use in communications. The design of
the icons should not be altered in any way.

2.6.2 Icons
USAGE PRINCIPLES
Icons are contextual communication

devices, and they should not be
permanently associated with
specific areas or initiatives.
Icons can be used to lead a communication
where an image is not appropriate. They can help 2 UNDERGRADUATE COURSES | 2018
convey sensitive issues or facilitate understanding

of informational communications. Icons can also be Since 1964, Macquarie has been doing things differently.
Here’s a snapshot of where we are now.
used in a supporting role to help simplify information.
Some fast facts

Get your flu shot MACQUARIE AT A GLANCE
before the flu

gets you MORE THAN 170 MORE THAN 22,000 MORE THAN 300

partner universities for student students have benefited from work companies on campus or in the
exchange in more than 40 countries placements or community experiences adjacent high-tech precinct,
through PACE (Professional and providing access to internship
MACQUARIE UNIVERSITY STAFF Community Engagement) and job opportunities
Available on campus Monday 3 – Friday 28 April 2017

Book your appointment today staff.mq.edu.au/flu
RANKED IN THE TOP 2 PER CENT ALMOST 10,000 86

of universities in the world degrees awarded annually undergraduate degrees
MQ HEALTH GENERAL PRACTICE MORE THAN 172,000 MORE THAN 40,000 100 PER CENT
Macquarie University Clinic (F10A) alumni in more than 140 countries students from more of research activity rated
Suite 305, Level 3, 2 Technology Place than 100 countries at world standard or above
at the two-digit level
MQH2865
$1 BILLION ONLY UNIVERSITY IN AUSTRALIA 15 KILOMETRES

invested in infrastructure with a private hospital on campus from the Sydney CBD
and facilities in recent years

2.6.3 Icons
INCORRECT USE
A.
Icons should not be developed in a different style A B
to those available for use. Accelerate
your ambition
B.
HIGHER DEGREE RESEARCH
Do not mix photography and icons.

C.
Icons should not be permanently associated
with specific areas or initiatives.
D.
o not make repeat patterns with either individual
D
or multiple icons.
E. C D
Icons should not be cropped or abstracted in World-Leading Research
World-Changing Impact
any way. STRATEGIC RESEARCH FRAMEWORK: 2015-2024
F.
I cons should not be used inside the light graphic.
E F
World-Leading Research
World-Changing Impact Engaging
STRATEGIC RESEARCH FRAMEWORK: 2015-2024
for impact
BE PART OF OUR BUSINESS
AND RESEARCH NETWORK

2.7.1
Tables, graphs and charts
TABLES
TABLES Table A: Number of applications by type of applicant and outcome Insurance

Tables use Charcoal, Red, Sand and one other Access Access Access Information Information Refuse to Refuse to Application
granted granted refused not held already deal with confirm withdrawn The University ensures that a cost-effective insurance program that sufficiently
colour from the palette. Headings are reversed in full in part in full available application deny
whether protects the University’s investment in assets and protects against liabilities arising
information
out of Charcoal with secondary headings, where is held from the conduct of its business activities is in place at all times. Following a review of
the University’s insurance program it was decided to group all of the University’s
relevant, appearing in Red. Media 0 0 0 0 0 0 0 0
medical and allied health insurance risks with respect to medical malpractice,
professional indemnity and clinical trials.
Numerals in tables should be right aligned and Members of 0 0 0 0 0 0 0 0
Parliament
set to Tabular Lining in the OpenType palette Internal audit and risk management
to ensure information is consistent and easily Private sector
business 0 0 0 0 1 0 0 0
The internal audit and risk management functions of Macquarie
accessible. Not-for-profit
University are overseen by the Council’s Audit and Risk Committee
and undertaken by Deloitte Touche Tohmatsu (Deloitte).
organisations 0 0 0 0 0 0 0 0
When required and appropriate, tints of our or community
groups
colour palette may be used to differentiate content. Members of

Legal affairs
Tint values of 100% and 60% should alternate to the public
(application
by legal
0 0 0 0 0 0 0 0
The University is required to report on changes in acts and subordinate
differentiate rows on information. representative)
legislation and significant judicial decisions affecting the statutory
body or users of the services provided by the body pursuant to the
Members of 3 0 0 0 1 1 0 0 Annual Report (Statutory Bodies) Regulation 2010 (NSW).
Parliament
Key changes in legislation affecting the University in 2013 were:
1
More than one decision can be made in respect of a particular access application. If so, a recording must be made in relation to each such decision. This also applies to Table B.
Education Services for Overseas Students Act 2000 (Cth) (ESOS Act)
Automatic and mandatory student visa cancellation was abolished from 13 April 2013,
pursuant to changes made to the ESOS Act. From 13 April 2013, a student’s visa can no
longer be automatically cancelled and education providers are no longer able to issue
students a Section 20 notice. Education providers are required to report students who
Accounts due or paid within each quarter breach course progress or attendance requirements to the Department of
Immigration and must still inform the student that they intend to report the visa
Measure March June September December condition breach. Breaches of student visa conditions are assessed at the
discretion of Immigration Officers.
Number of accounts due 13,977 5,571 19,548 5,571
Number of accounts paid 24,080 9,598 33,678 9,598
Actual percentage of 87% 90% 93% 90%
accounts paid on time
Actual percentage of
accounts paid on time 90% 92% 91% 92%
(based on value)
Dollar amount of accounts 13,791 5,497 19,287 5,497

paid on time
Dollar amount of accounts 597 238 835 238

due for payment
Interest paid 53,621 21,372 74,993 21,372
Interest paid on overdue

accounts 8,140 3,244 11,384 3,244
Other 1,675 667 2,342 667
Total 154,446 61,559 216,005 61,559
Source: Australian Bureau of Statistics, 2011

2.7.2
Tables, graphs and charts
GRAPHS AND CHARTS
GRAPHS Total revenue ($ thousands) vs total students (thousands)

Multiple colours can be used to differentiate
information. When required, tints of our colour
687
palette set at 80%, 60%, 40% and 20% may be
used to add greater colour options. 583
532
463
CHARTS 416
Pie charts are doughnut shape. Multiple colours

390
International
can be used to differentiate information. When students
required, tints of our colour palette set at 80%, by country
of citizenship
30 31 32 33 35 37
60%, 40% and 20% may be used to add greater 2012 2013 2014 2015 2016 2017
colour options. Colours are separated using a Total students (2018)
Total revenue
0.75pt keyline in the background colour.
Legends use a circular shape.
New South Wales undergraduate applicants that list Macquarie as their first preference
China 40%
30 Hong Kong (SAR of China) 15%
Other 18%
25
United States of America 10%
20
Germany 1%
15 Korea, Republic of (South) 7%
10 United States of America 5%
5 India 3%
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Germany 1%
Percentage
Market share comparison

2.8.1 Photography
INTRODUCTION
Photography is an integral part of

our brand identity. Photography
enables us to tell our stories of
heritage, discovery and aspiration
with greater clarity and distinction.
Hero photography captures big issues
along with the real and often complex
problems that define our lives, as well
the people that collaborate to find
solutions for them.
Hero photography captures our innovations and
achievements globally and locally, and objects of
discovery, as well as portraits that celebrate our
culture of openness, diversity and collaboration.
Supporting photography captures the spirit of
the University, both past and present.
The photographic images that appear throughout
these guidelines are for illustrative purposes
only. Copyright clearance must be obtained for
further use, or it is likely to constitute a breach
of copyright.
Prior to using any imagery, rights owners should be
contacted and permission/fee for use negotiated on
a case-by-case basis. Attribution should be applied
where required.
Each photo should have an image caption
where necessary and must be credited to the
photographer or image library. This should
be listed in the bottom corner of the photo
or page in National Light at 6.5pt.

2.8.2 Photography
BIG ISSUES
Big issues photography depicts the

critical global issues that we aspire to
positively impact in meaningful ways
through our teaching and research.
This photography category is photojournalistic
in style, depicting the big issues shaping the
future of society. The subject matter is current
and challenging, sometimes even confronting. But
the issues are portrayed with a graphic power and
an aesthetic beauty that fuels the fundamental
desire of our students, staff and partners to make
a difference in our world. Big issues photography
depicts a challenge, however great or small, to
be addressed.
SOURCING IMAGERY
Big issues images are sourced from a range of
image libraries and from Wikimedia Commons
– a media file repository making freely licenced
content available to everyone. Where Wikimedia
Commons images are used, an attribution line
is usually required. Due to licencing restrictions,
editorial images cannot be used.
COMPOSITION
An asymmetrical composition or single focal point
adds dynamism to big issues photography.

2.8.3 Photography
CAMPUS FACILITIES
Campus facilities photography

captures interesting wide-angle views
of the interiors and exteriors of our
impressive built facilities.
TALENT
Talent can be used in campus facilities
photography to add context and reality.
LOCATION
Campus facilities photography may include
internal or external architectural environments
that provide powerful graphic images.
LIGHTING
Lighting should be natural but dramatic,
adding to the awesome nature of the imagery.
COMPOSITION
An asymmetrical composition or striking
perspective, using strong angles and
graphic shapes, adds dynamism to campus
facilities photography.

2.8.4 Photography
PORTRAITS
Portrait photography celebrates our

collegial culture, our openness, our
warmth and our diversity.
TALENT
Talent should represent our students, lecturers
and researchers, personifying the University’s
personality traits of Collaborative, Brave, Clever
and Effective.
They should possess a confident sense of self
and convey an individual personal style that is
varied and contemporary.
Talent should be chosen to reflect different ages,
ethnicities and pathways within the University,
including undergraduate and postgraduate
courses across the University’s learning
and teaching programs and research centres.
When shooting new content, avoid using extreme
angles within the composition – be bold but honest.

2.8.5 Photography
OUR CREATION STORY
Our creation story photography

captures our pioneering spirit.
These images from our historical archives depict
the sense of hopefulness and the confidence that
life is full of possibilities.

2.8.6 Photography
CAMPUS LIFE
This style of photography captures the

social interactions that occur within
the context of campus life.
TALENT
Talent should represent students and lecturers
and personify the University’s personality traits
of generous, open, audacious and engaged.
They should be confident, honest and varied.
Talent should be chosen to reflect different
ages, ethnicities, genders and pathways within
the University.
LOCATION
Campus life photography locations may include
internal or external environments.
LIGHTING
Lighting should be natural.
STYLING AND PROPPING
Talent should be captured naturally engaged in
campus life.
INTERNATIONAL CONSIDERATIONS
For international audiences it is important to
consider cultural sensitivities. Provocative
expressions, gestures and clothing, and exposed
skin should be avoided.
COMPOSITION
An asymmetrical composition or single focal point
adds dynamism to campus life photography.

2.8.7 Photography
CAMPUS GROUNDS
Campus grounds photography

captures our beautiful, natural
Australian landscape.
LOCATION
Campus grounds photography includes
external environments that provide powerful
graphic images.
LIGHTING
Lighting should be natural but dramatic, adding
to the awesome nature of the imagery.
COMPOSITION
An asymmetrical composition or striking
perspective using strong angles and graphic shapes
adds dynamism to campus grounds photography.

2.8.8 Photography
OBJECTS
Objects photography showcases the

tangible objects of discovery in both
historic and contemporary contexts
with reverence and clarity.
TALENT
Talent is not used in objects photography.
LOCATION
Objects should be shot in a studio on a white
background to allow contouring at post-
production stage.
LIGHTING
Avoid flat lighting.
COMPOSITION
Where possible, allow space between the
background and the object for ease of contouring
at post-production stage.
FOCUS
Sharp focus should be maintained to allow
contouring at post-production stage.
POST-PRODUCTION
Objects should be contoured from the background.

2.8.9 Photography
INCORRECT USE
FACULTY OF
HUMAN SCIENCES
A. Changing
destinies
Portrait photography should not be cropped A EDUCATION FOR
HUMANTHE
FACULTY OF
FUTURE
SCIENCES B FACULTY OF
ARTS
FACULTY OF
BUSINESS
AND
ECONOMICS
FACULTY OF
HUMAN
SCIENCES
FACULTY OF
SCIENCE AND
ENGINEERING
FACULTY OF
MEDICINE
AND HEALTH
SCIENCES
through the head or face. Inquiry

Changing without fear
destinies RESEARCH HIGHLIGHTS
EDUCATION FOR THE FUTURE
B. 2015
Easily available and cliché stock

photography should not be used
(eg pointing at computer screens).
C.
Imagery should not be placed within the light
graphic and object imagery must not be cropped. STUDENT NAME
STUDENT NAME
STUDENT NAME STUDENT NAME
Course name Course name Course name
Course name
D.
Other photography should not be used C D BIOFOCUS
RESEARCH CENTRE
in conjunction with object photography.

Breaking Innovations
new ground in surgery
E. ISOTOPE GEOCHEMISTRY RESEARCH THE ROBOTIC LEG
Images featuring text should not be flipped.

F.
verly photoshopped or staged photos should
O
not be used.
E FACULTY OF
SCIENCE AND
ENGINEERING F FACULTY OF
ARTS
FACULTY OF
BUSINESS
AND
ECONOMICS
FACULTY OF
HUMAN
SCIENCES
FACULTY OF
SCIENCE AND
ENGINEERING
FACULTY OF
MEDICINE
AND HEALTH
SCIENCES
Faculty of Encouraged to
science and defy boundaries
engineering UNDERGRADUATE PROGRAMS
2017 2017

2.9.0 Signage
To assist wayfinding and navigation

on campus, a simplified signage
system is available.
Masterbrand logo assets adhere to minimum
size and clear space rules and copy is set in
National regular. Names should never be
locked up with the Masterbrand logo.
Contact Group Marketing for more guidance.
Macquarie International
University College
International
College
International College

2.10.1 Digital
BANNER ADS
Digital banners are available in a range

of formats for a variety of messaging
needs. The typography and colour
palette used in digital banners follows
the same principles as described in
these guidelines.
PHOTOGRAPHY
Photography should be appropriate to the
messaging contained within the banner ads.
Refer to section 2.8.0 Photography for
more information.

2.10.2 Digital
POWERPOINT
Two PowerPoint templates are

available for use: a conventional
4:3 ratio template and our
preferred format 16:9.
In choosing the appropriate format, consider
which template will best suit your needs.
Bar Graph
USE WHEN BAR GRAPH REQUIRED
300,000
250,000
Title slide
200,000
USE AS FIRST SLIDE IN PRESENTATION 150,000
100,000
50,000
-
Future Students Alumni/Advancement Corporate Engagement DVC S&R DVC-A DVC-R VCO Offices - HR, Property,
IT, Sustainability
Direct Spend Allocated Spend
OFFICE | FACULTY | DEPARTMENT 26

2.11.1 Motion graphics
INTRO SEQUENCES
Intro sequences are used to introduce titled E

video content.
TRANSITION
A refraction, using the 60˚ angle, is used to reveal
A
the heading. The subheading is revealed using a
line-by-line animation.
B
MOVEMENT C
Scale is added to maintain focus on the text and constant
movement avoids holding on a static title frame.
Displacement runs along the text and should continue
moving for the duration of the sequence. D
DURATION
Text frames should remain as long as necessary
for all information to be comfortably read.
BOUNDARIES
All elements should sit within standard
action-safe areas.
A.
Headings may run over one, two or three lines and are base aligned.
They appear in sentence case and the baseline is 60 pixels above the keyline.
The font height is 90 pixels and the line height is 84 pixels. Special attention
may be required to avoid ascenders and descenders overlapping.
B.
he keyline is no longer than 780 pixels and is centred vertically.
T
Text should be bound within this line.
C.
Subheadings may run over one, two or three lines and are top aligned.
They appear in upper case and are placed 60 pixels under the keyline.
The font height is 62 pixels and the line height is 64 pixels.
D.
The international brandmark is revealed by the refraction but
remains static.
E.
A variation exists with moving footage beneath the gradient.
This variation is reserved for use in videos with richer content.

ENDFRAME SEQUENCES
Endframe sequences are used to reveal

the brandmark and call to action URL.
The reveal can be placed directly over the
preceding shot to create a seamless transition
into the brandmark animation.
DURATION
The duration of the reveal should not be altered as
any form of time remapping may decrease quality.
The duration may be adjusted after the movement
has come to rest, allowing for information to
remain on screen longer.
A.
The URL should direct the viewer to additional content.
A B
When not required, the URL can be removed.
B.
Variations of the endframe sequence are available with
a simpler brandmark reveal. A long and a short version
are available. These variations may be used where the
preferred refraction version of the endframe sequence is
not appropriate (eg time restrictions or content requiring
a more modest ending).

LOWER THIRD TITLES
Lower third titles are used to reveal

information about the shot. They may
also be used to provide information
such as location.
All of the lower thirds animate on with two layers
of refraction over the footage, one of which has
a gradient at 70% opacity. The main section of
the lower third should be in Sand at 95% opacity.
The refractions and gradients should not be
visible underneath.
A C
TITLES B
Headings and subheadings are vertically centred D
and repositioned as the number of lines increases.
MOVEMENT
A displacement runs along the text and should
continue moving as long as the text is visible.
DURATION
Each lower third should remain on screen for a
minimum of 4 seconds and as long as necessary
for all information to be comfortably read.
A.
Main headings appear in title case, additional headings
should appear in sentence case. They should be 62 pixels.
B.
Subheadings may run over one or two lines and they appear
in upper case. The font height should be 42 pixels and the
line height should be 46 pixels.
C.
The international brandmark appears vertically centred.
D.
Lower third is positioned 100 pixels fromthe bottom
of the screen.

STATEMENTS
Statements are used to emphasise

comments, quotes or sections of
a video. B
MOVEMENT
A slight scale is added to maintain focus on the text A
and provide visual interest. The text should never
scale outside standard action-safe areas.
DURATION
Each statement should remain on screen
for a minimum of 3 to 4 seconds and as C
long as necessary for all information to be
comfortably read.
A.
Statements are left-aligned and can run over two or
three lines. The font height should be 100 pixels and the
line height should be 92 pixels. Where multiple statements
are used, the height of the statements should be consistent
throughout the video. Where appropriate, punctuation
should hang.
B.
Variations exist that include the brandmark.
These variations are reserved for use where the University
has not already been established as the author of the content.
C.
Variations exist where a statement appears centred.
These statements can run over two or three lines. In these
variations, a slight shadow runs under the text to add depth
to the statement. It should be created from the same text
ensuring it is the exact width and an accurate thickness, with
an opacity of 25%.

3.0
Brand
architecture
3.1.0 INTRODUCTION
3.1.1 The purpose of
brand architecture
3.1.2 Principles
3.2.0 BRAND THEATRE
3.2.1 Introduction
3.2.2 How brand theatre
applies to us
3.2.3 Architecture system prior
to new identity principles
3.2.4 Decision-making tree
3.3.0 DEPARTMENTS AND
FACULTIES, FUNCTION
AND ADMINISTRATION
UNITS
3.4.0 RESEARCH LOCKUPS
3.5.0 ENDORSEMENT LINES
3.6.0 SERVICES, STUDENTS
AND REGISTRARS
3.7.0 PUBLICATIONS

3.1.1 Introduction
The purpose Macquarie University is a complex organisation with many

different entities, including departments, functions, centres
of brand and whole subsidiaries, engaging with a variety of audiences.
architecture As the University aims to tell a coherent story about itself, it

is important to ask how those entities relate to the University
brand – the parent brand – through nomenclature and
their own look and feel.
That is what a brand architecture is about: establishing roles
and relationships across various entities and bringing them
to life through clear design principles.
The following pages outline the brand architecture principles
adopted for the University. They establish a simple set of rules
while, at the same time, acknowledging that different entities
may need to relate to the University in different ways.

3.1.2 Introduction
Principles The Macquarie University brand system is based

on a masterbranded approach, which means that:
• equity building is focused on building a strong parent brand
that bestows an equity flow on to co- and sub-brands
• all brands relating to the University’s core services and
businesses use the Macquarie crest and the parent brand
look and feel
• the only exceptions to using the parent brand design
system are:
1. w hen a brand is speaking to an audience that would
find the parent Macquarie University brand a barrier
or not relevant
2. when the product or service is significantly different
to the parent Macquarie University brand’s core business
3. when the operator of the brand is not the University.

3.2.1 Brand theatre
INTRODUCTION
To make brand decision making clearer, we recommend

using the ‘brand theatre’ model that establishes the
role of each brand and how they relate to audiences.
Masterbrand Sub-brand Endorsed Independent

Solo Support role Equal billing Unsighted
The masterbrand is The subrand is The masterbrand is There is no
clearly the hero. clearly hero, with the equally dominant, obvious link to the
masterbrand playing a adding support and masterbrand as it
All other elements are
less dominant support credentials to the either has a negative
descriptive only.
role, through its endorsed brand. or a neutral effect
incoporation into the on the independent
sub-brand. brand.

3.2.2 Brand theatre
HOW BRAND THEATRE APPLIES TO US
Role Criteria Examples

Masterbrand • Core University service • Macquarie University
• Core part of student life • Macquarie University International
Sub-brand • Flagship program or business • MGSM

• A new property or entity • MQ Health
• Aligned with strategic initiatives • Macquarie University Hospital
• Big History
Endorsed • In a different product/service category • MacWarrior

• Appealing to a different audience – (eg gym) • Mini MacWarrior
• Joint venture
• Commercialisation – looking for backing
Independent • When the product/service is not run by the University • Australian Hearing Hub
(eg student run) • Grapeshot
• When independence is strategically critical

3.2.3 Brand theatre
ARCHITECTURE SYSTEM PRIOR TO NEW IDENTITY PRINCIPLES
Role Identity
Masterbrand
Sub-brand
Endorsed
Independent

3.2.4 Brand theatre
DECISION-MAKING TREE
Is it a brand operated by Macquarie University?
Yes No
Is it a core business or service (eg faculty, department)? Does it have an affiliation with Macquarie University?
Yes No Yes No
Masterbrand Sub-brand Endorsed Independent

Uses Macquarie University logo only. All other Uses Macquarie University crest locked up Can appear alongside Macquarie University Does not use any element of
elements are descriptive only. with the name of the business or service masterbrand Macquarie University identity
For Sub-brand criteria, refer to section 3.2.2 Uses own identity
ses ‘Supported by Macquarie University’
U
line when relevant

3.3.0 Departments and faculties, function and administration units
To convey close alignment with A

the Macquarie University brand, 1.5MM
FACULTY OF
BUSINESS AND
B DEPARTMENT ECONOMICS
departments and faculties, function NAME
and administration units are shown C Faculty Name
appears here
in plain text.
When appearing on the covers of brochures,
captioning is placed in the top left of communications
A
BE Successful
B 1.5MM JOIN OUR CONNECTED LEARNING COMMUNITY
and is used to highlight departments and faculties. ADMINISTRATION
Departments and faculties should never be locked up AND FUNCTION UNIT
with the Macquarie University brandmark.
A.
When used the hanging line is generally 24mm in width;
however, this is adjustable depending on the length of
the entity name. Where text extends beyond 24mm the
line must lock to the length of the text. The hanging line
is 1mm in height. Each faculty has a specific colour – see
section 6.2.1 Faculty colour palette. D FACULTY
FACULTY OF
BUSINESS AND Faculties use their
B. ECONOMICS faculty colour.
National ExtraBold
9.5pt type 8.5pt leading
Upper case
Tracking -15 SCHOOLS AND DEPARTMENTS
MACQUARIE
Black LAW SCHOOL Schools and departments use
Faculty of Arts their relevant faculty colour.
C.
Newzald Book Italic
9.5pt type
1st line auto leading UNIVERSITY-WIDE DEPARTMENT
2nd line 8.5pt leading DEPARTMENT
Black OF LINGUISTICS Where a department belongs to two
or more faculties, it is considered
Secondary text is optional depending on the facility a University-wide department.
Multiple faculties are not listed and
or department. For use on A5 and DL formats, this
the entity device does not take on a
asset should be scaled 70% before placement. faculty colour.
D. EXAMPLES
FBE2518_BE Successful Brochure_6pp_A4_FA.indd 1

3.4.0 Third-party lockups
When appearing in a third-party A

environment, the University and
faculties or departments may
Y
use a lockup of the Macquarie
University brandmark. 0.75Y
0.75Y
0.5Y DEPARTMENT NAME BIOMOLECULAR FRONTIERS
RESEARCH CENTRE

3.5.0 Endorsement lines
An endorsement line is used to A

clarify Macquarie University’s 0.75Y Lorem Ipsum
MPID HEALTHCARE HACKATHON
brought to you by NAB
25 — 26 FEB 2017, MACQUARIE UNIVERSITY
relationship where it appears in Y REGISTER AT NAB.CO/HEALTHHACK
Y
a third-party environment.
To clarify and distinguish Macquarie University
from others, endorsement lockups are available. B
Endorsement lines include: 1.5Y
Accommodation provider of CALLING ALL
A company of 0.75Y Lorem Ipsum Y
THINKERS,
A student organisation of
CREATORS &
Founded by
Partnering through PACE with
INNOVATORS
Join the Macquarie Park
Innovation District and NAB in the
A. ENDORSEMENT ABOVE C Accommodation provider of name of healthcare innovation.
National Regular Register now at nab.co/healthhack
Sentence case for the chance to win prizes and see
your ideas come to life.
Tracking -15
Black
B. ENDORSEMENT LEFT Founded by
National Regular
Sentence case
Tracking -15
Black
C. EXAMPLES
A company of
Proud sponsor Hosted by
Sponsored by

3.6.0 Services, students and registrars
A. STUDENT REPRESENTATIVE COMMITTEE A C
CHILDREN’S
The SRC brandmark is closely aligned with the
Macquarie University parent brand with a slightly
SERVICES
less institutional feel.
Available in a variety of formats; clear-space rules
follow those of our masterbrand – minimum size
is as indicated.
30MM / 200PIXELS
B. PACE ACCOMMODATION
B
0.41X
0.41X
The PACE device should appear in the top left of GRIEVANCES, COMPLAINTS
a communication. It should not be locked up with AND MISCONDUCT
the masterbrand. 0.41X
Minimum size is as indicated.
X
C. CLUSTERS OF SERVICES
Clusters of services are shown in plain text and
help audiences navigate the various services the
University offer.
National ExtraBold 0.41X
29pt type 26pt leading
22MM / 83PIXELS
Upper case
Tracking -15
0.33X
0.33X
0.33X
0.33X
D E
(Specification for an A3 communication)
D. MACWARRIOR 0.33X 0.33X
The MacWarrior brandmark is reserved
for use in a sporting context only.
E. MINI MACWARRIOR
The Mini MacWarrior brandmark is reserved
for use in a sporting context only.
X
X
0.5X 0.5X
16MM / 100PIXELS 16MM / 100PIXELS
3.7.0 Publications
Macquarie University produces a large

2017 EDITION
number of publications. Many of these
are considered ‘core’ publications
and are the official voice of the
University. Core publications should
demonstrate close alignment with the FOR ALUMNI, SUPPORTERS AND FRIENDS
Macquarie University brand.
Publications with a high degree of editorial
independence generated by students or staff
should demonstrate autonomy from the A NOSE
Macquarie University brand.
for discovery
MACQUARIE ALUMNUS AND AUSTRALIAN OF
THE YEAR ALAN MACKAY-SIM ON HOW NASAL
CELLS HELPED PEOPLE WALK AGAIN
SHOWCASING BE RECOGNISED CHANGING THE NEWS Capturing

Macquarie FOR YOUR FACE OF FROM THE
lightning
Minds achievements HEALTHCARE vines IN A BOTTLE

4.0
Brand
language
4.1.0 INTRODUCTION 4.5.0 BRAND LANGUAGE
4.1.1 A shift in brand language PROTOCOLS
4.1.2 A voice that reflects the 4.5.1 The role of headings
brand personality and subheadings
4.5.2 Basic rules
4.2.0 LANGUAGE PRINCIPLES
4.5.3 Numbers
4.2.1 Personality trait #1
4.5.4 Commonly used words
4.2.2 Personality trait #2 or phrases
4.2.3 Personality trait #3 4.5.5 Punctuation and grammar
4.2.4 Personality trait #4
4.2.5 Overarching brand themes 4.6.0 CHECKLIST
4.3.0 TONES OF VOICE
4.3.1 Introduction
4.3.2 Implications for writing style
4.4.0 EXAMPLES
4.4.1 Prospective domestic
students – core tone
4.4.2 Social media – casual tone
4.4.3 Alumni and supporters via
the Giving Impact newsletter
– core tone
4.4.4 Corporate stakeholders via
the Universities Australia
website – institutional tone

4.1.1 Introduction
A SHIFT IN BRAND LANGUAGE
Our refreshed brand Our brand language principles form

the verbal characteristics that make
narrative allows us to
our brand sound true to who we are.
They differentiate us from our
better differentiate competitors and provide consistency

with enough flexibility to talk to our
ourselves from our many audiences.
competitors
They are our guide for conveying
personality, tone and feeling –
informing how we can craft unique
copy that sounds just like us and
reinforces our brand essence of
‘connected intelligence’ time and
time again.

4.1.2 Introduction
A VOICE THAT REFLECTS THE BRAND PERSONALITY
Our distinctive
personality must be
projected through
our language
EACH ONE OF OUR FOUR PERSONALITY
TRAITS HAS BEEN TRANSLATED INTO
A LANGUAGE PRINCIPLE

4.2.1 Language principles
PERSONALITY TRAIT #1
PERSONALITY TRAIT #1 LANGUAGE PRINCIPLE #1 IMPLICATIONS

We hear you.
Collaborative: Be on the
• Help our audience to feel like they’re part
of our story by putting their world at the Culture is
Open same page centre of ours.
nothing without
collaboration It all starts with you. • K
eep things simple so we have a better
chance of connecting with everyone and collaboration
Our ability to connect with So let’s get personal. not being misunderstood. Having one unified voice allows us to call
everyone regardless of their • C
hoose words that feel inviting and on all our people and ask them to stand
We talk to our audience using language that
language that’s friendly and conversational. up and share their opinions, ideas and
social background, culture, is familiar and inclusive, helping everyone
inspiration. By working together, we create
to stay on the same page and share a clear • U
se a combination of first person plural
location or skill set, brings more opportunities for ourselves, our
sense of purpose. (‘we’ and ‘our’) and second person singular
us together as one inclusive, community and the world.
By being absolutely clear with our (‘you’). This narrative approach helps us
collaborative university. message, everyone feels invited to join to talk with our audiences on their level, Teamwork is our culture, so go ahead and
making them feel part of the conversation. speak your mind.
the conversation.
We’re proud to have a voice that connects
• A
dopt a friendly, conversational tone. Our campus is a celebration of
with all individuals from all walks of life.
Use contractions in your language, such global culture and local community.
Never elitist, we involve everyone in our
as ‘you’re’ instead of ‘you are’. This will We welcome you.
story because we believe that we can learn
from each other. relax the voice and allow your copy to
flow more smoothly.
Our language must be inviting, inclusive
and approachable – Macquarie University
is a community that everyone is invited to
join and should feel proud to be a part of.


Sit back, relax
Brave: Embrace
• Question the established norms.
If something feels like it’s been said or and change the
Empowered paradoxes done before, point it out. We’re always
world forever
imagination
looking to be daring and to be different.
We nurture people. • S how intelligence through the way you’re
A comfortable and nurturing space
So they can break free. for groundbreaking research.
We’re not shy of challenging able to ‘join the dots’, especially when
authority. We adopt they may appear to contradict each other
There’s a paradox at the heart of
unconventional approaches our brand essence: Our ability to
at a first glance.
Find your feet,
then break
challenge conventions is enhanced by • U
se a two-step rhythm in the headlines:
to address the most salient Start by making a strong statement
our supportive and collegial culture.
topics of the day. Tradition and innovation. Togetherness covering one aspect of our narrative, and
the ground
beneath you
and individuality. Collaboration and then flip the conversation by closing with
We were created to be different. To stand an opposing yet related perspective.
competition. The paradoxes that make our
apart from the rest, with a way of thinking
narrative rich are plenty. • I ntroduce questions in your writing, This is postgraduate science and
that has never been afraid to challenge both
Our language should embrace them, and helping to spark thought. engineering at Macquarie University.
traditional and modern conventions alike.
Our rebellious attitude prompts us to adopt by doing so, convey a new perspective • D
ial up the level of cleverness by Don’t hold back.
a voice that’s thought-provoking, clever and about what makes our University such a introducing word play, reworking idioms
continually new. stimulating institution to engage with. and searching for language techniques
that will create a smile in the mind of
your audience.

PERSONALITY TRAIT #3 LANGUAGE PRINCIPLE #3 IMPLICATIONS Since 1964, Macquarie University
Clever: Show what’s

• Write with enthusiasm and energy, always has been doing some seemingly weird
choosing words that reveal our passion and certainly wonderful things. Why?
Integrated possible for education. Well, to search for and find medical
perspectives • P
lace today’s conversation in a future breakthroughs sooner. To safeguard the
Imagine all the things we could context. What’s most relevant, poignant environment and the future of ecosystems.
We embrace a collegial culture, do together. and interesting for your audience? To examine the long and short of life, and
Take them there. Get creative. to enjoy it more. And to stargaze, hopefully
which allows us to bring real We celebrate the power of intellectual into brighter tomorrows.
opportunities to life through enquiry when it’s pursued within a culture • S peak about life-changing possibilities,
collaboration. that’s supportive and generous. With our the diversity of options available and
the unique outcomes that arise from Imagine what
40,000 students
eyes firmly focused on the future, we
We were created in the 60s to be different to reveal to our audience what exciting being a part of the Macquarie University
the education establishment and to provide opportunities lie ahead. community – then ground these in proven
experiences and achievements. on one campus
new opportunities for people who weren’t
part of the Sydney traditional elite. Our
Ours is the voice of aspiration for a new
generation of well-rounded explorers. • A
void clichés. Find a new way to frame can achieve
creation story is still very much alive, in fact
with greater intensity than ever before.
your point of view. If you’ve heard it
before, look for a way to say it differently.
together
Every day, students from all walks of life
This notion must be reflected in language • W
rite in an active not passive voice. get a step closer to fulfilling their ultimate
that’s passionate and energetic, encouraging Tell them what we’re doing, not what’s dream of becoming the greatest version
and aspirational. It must be language that going to be done. of themselves.
rejects any sense of self-importance and
Join them today.
self-entitlement.


Last year,
Effective: Get to the point
• Put your story in the bigger social and
human context. more than 1100
Real-world that matters • B
ack it up with facts. If you can ground
people died on
impact We always start and end by your conversation in facts, figures, a
genuine story or a testimonial – do it. Australia’s roads
asking, ‘so what?’. Discover how our research into road safety
We engage with the world • G
et to the point quickly and make it
signage is putting a stop to this national
We value language so much that we use it interesting. Tell it like it is.
around us, and we do it tragedy and changing lives for good.
very wisely – appreciating that it’s our tool • U
se short, sharp sentences that create
with honesty. to remaining honest, true and engaged an impact in your writing.
As an engaged institution, we always
ask ourselves, ‘so what does this mean?’,
with the things that we care about.
• B
e authoritative, but not pompous Australia’s
rivers need
‘what’s the ultimate goal of what we Through our language we get to the heart or jargonistic.
do?’, and ‘how does it impact the world of the matter on issues that are big and
around us?’ small, and we focus on things and actions
that have consequences. help. Urgently
Our language isn’t verbose and full The River Styles framework plays an
of jargon – it doesn’t hide from the truth We bring our stories to life with clarity and integral part in the training of the next
or cover things up. directness. In a world that’s increasingly generation of environmental scientists.
complex and ambiguous, it’s our
responsibility to reveal what’s true and full
of consequences.

4.2.5
Language principles
OVERARCHING BRAND THEMES
Our brand Partnerships Innovation Entrepreneurialism

positioning Cross-pollination Breaking down silos Incubator hub
can be further Interdisciplinary Brainstorming Innovation district
reinforced by System thinking Different perspectives Real-world experience
uncovering Integration Collegiality Globally connected
themes that Experimentation Harmonious divergence World-changing research
align with Real-world impact Synergy Human-powered ideas
our narrative Transformation Empowered imagination Co-operation
Collaboration Industry relevance Multiplied potential
Connectedness Business partnerships Flexibility
Engagement Diversity Progressive thinking
Community Acceptance Big issues
Without borders Employability Intellectual exploration
Neo-generalists Real-world issues Co-creation
Multiskilled Mental dexterity Designer/DJ/engineer

4.3.1
Tones of voice
INTRODUCTION
While our narrative It does this by employing different

tones of voice.
delivers a single Developing different tones is no

straightforward task for a university.
distinctive voice,
No one single factor can determine
what tone of voice to adopt. Just think
it’s built-in flexibility

about how you engage with students
– the tone varies depending on
whether you're having an everyday
allows it to be conversation, whether you're at a

graduation ceremony, or whether
adapted for different

you’re communicating procedures
and regulations.
purposes and Tones should consider the audience

– are they already engaged with the
audiences
University? – and the channels and
purposes of the communication.
Context matters when it comes to
good copywriting.
We expect you to assess the context
of your communication in detail and
decide what tone to adopt. These
pages are intended to offer some
guidance rather than strict rules.

4.3.2 Tones of voice
IMPLICATIONS FOR WRITING STYLE
Our tones of voice change our CASUAL TONE CORE TONE INSTITUTIONAL TONE PROCEDURAL TONE
writing style. Each tone implies a Take a community perspective – talk Take a big picture perspective – talk to Take a big picture perspective – talk to Take a micro-perspective – focus on
to people as members of teams and people as global citizens engaged with issues people as global citizens engaged with issues conveying the information in the simplest,
different level of formality, with communities engaging with one another. that will shape our future society. that will shape our future society and who clearest way possible.
implications for how we write want to leave a long-lasting legacy.
and speak. The following table Adopt a friendly, casual tone (avoid Adopt a friendly, conversational tone. Adopt an authoritative tone without being Adopt a neutral, factual tone without being
being cutesy). pompous or jargonistic. excessively formal.
provides an overview of how to
Seek to establish an emotional connection Seek to establish an emotional Seek to establish an emotional The tone should be rational (focusing on
bring the different tones to life. with the audience with a focus on immediacy connection with the audience by adopting connection with the audience by factual information) rather than seeking to
and the everyday (Your future starts now). unconventional approaches and by adopting unconventional approaches and connect with the audience on an emotional
Refer to section 4.5.0 Brand Language challenging the status quo (We nurture inspirational language that implies an impact level.
Protocols to ensure consistency across people. So they can break free). that will be felt over a long period of time.
all communications. Use the active voice. Use the active voice. Use the active voice. Use the passive voice sparingly and only
when it provides greater clarity to the
sentence.
Use a combination of first person plural Use a combination of first person Use a combination of first person plural Write in the third person (eg the University,
(we and our) and second person singular plural (we and our) and second person (we and our) and second person singular the students) and the second person singular
(you). singular (you). (you). (you) when appropriate.
Use contractions widely (that’s, you’re, can’t). Use contractions (you’re instead of you are). Use contractions sparingly (such as weren’t). Use contractions sparingly (such as weren’t).
Always apply correct grammar and Always apply correct grammar Always apply correct grammar Always apply correct grammar and
punctuation (ie don’t write in text speak). and punctuation. and punctuation. punctuation.
Use colloquial expressions when appropriate Use colloquial expressions very sparingly Don’t use colloquial expressions, acronyms, Don’t use colloquial expressions, acronyms,
(ie will not offend), but avoid acronyms, and only when appropriate (ie will not buzzwords or clichés. buzzwords or clichés.
buzzwords and clichés. offend), but avoid acronyms, buzzwords and
clichés.
Use humour through word play, reworking Use humour through word play, reworking Use humour sparingly, through wit rather Don’t use humour as it will undermine
idioms and exploring paradoxes. idioms and exploring paradoxes. than jokes. the message.
Use short, sharp sentences as well as Use short, sharp sentences that create Use a mix of short, sharp sentences and Focus on one idea or concept per sentence
one-liners to create an impact while being as an impact. slightly longer sentences to give your writing and keep it as brief as possible without
brief as possible. rhythm and flow. compromising meaning.
Keep language simple. Be vivid but not Keep language simple. Be vivid but not Incorporate more technical words and data Provide the essential details – facts and
too detailed. too detailed. when expressing complex concepts. figures – and avoid embellishment or
creative language.
Introduce fragmented sentences into Introduce fragmented sentences into your Begin sentences or paragraphs with a point Provide instructions according to the
your writing (eg I’m ready. There’s so much writing (eg I’m ready. There’s so much of common knowledge and end with new sequence in which they should occur (eg
to learn.). to learn.). content to emphasise its importance and Turn the green knob then press the red
provide more gravitas. button not Press the red button after turning
the green knob).

4.4.1 Examples
PROSPECTIVE DOMESTIC STUDENTS – CORE TONE
Using our single distinctive voice BEFORE AFTER

is integral to producing cohesive Imagine There’s no
communications; however, it can still
your future A present like
be adapted for different purposes
and audiences. The following examples
TRANSFORM YOURSELF
WITH MACQUARIE the future
START YOURS NOW AT MACQUARIE
show how this can be achieved for a Macquarie is more than your
Now 50 years young, Macquarie
variety of purposes and contexts. traditional university.
has established a tradition of
When you choose Macquarie, you are not being untraditional.
A. only choosing a world-class educational
The heading turns an old saying – ‘There’s no time experience, you will also gain access to Far from the impersonal university
B
like the present’ – into a more thought-provoking, our first-class facilities, friendly staff stereotype, everything about Macquarie
forward-thinking call to action. and students, and park-like campus. – our staff, facilities and the campus itself –
is a welcoming and embracing experience.
B. You will learn from the best and apply your
knowledge to real-life situations through Before you can walk, then stride
‘A tradition of being untraditional’ embraces
PACE, our international exchange program confidently, and finally run, you need
a paradox at the heart of Macquarie
and many other opportunities we provide a good grounding. We nurture first,
University’s ethos.
our students. providing you with the knowledge and
C. C confidence to break free. Then, we can
Paragraph 3 sets up a more generous, open, Macquarie does more than offer you an unleash you on the world, be it through
collegial proposition. It’s more about ‘you’ than ‘us’. exceptional education with outstanding PACE, our international exchange program,
It also adopts a very energetic, almost exuberant, career prospects. Macquarie offers you or countless other real-life experiences
approach with a sequence of clauses that reflect the opportunity to transform yourself. and opportunities.
in an aspirational way what being a student at Through global engagement, real-world
experiences and our unique curriculum. An exceptional education at Macquarie
Macquarie is all about. is about personal transformation that
Macquarie will help you realise your
D. aspirations, whatever they might be. brings your aspirations, however
D sky-high, within reach.
Paragraphs 4 and 5 set up a more personal
So what are you waiting for?
and audacious set of outcomes than merely Your time starts now.
conventional career prospects.

4.4.2 Examples
SOCIAL MEDIA – CASUAL TONE
A post on Facebook or Twitter is BEFORE AFTER

where a casual tone should come to Macquarie Macquarie
life in all its intensity. Social media is
University University
our opportunity to really dial up our
enthusiasm and excitement. Future Students new faces
Enrolling at Macquarie? Attention, Macquarie Newbies…
A. Make sure you get involved in the many Our uni life isn’t all work and no play.
Rather than using conventional expressions, such student organised and run associations and A
Food, sport, entertainment – there are
as ‘make sure you get involved’ and ‘student-run groups that keep hundreds of our students heaps of activities run by students to help
organisations and associations’, we’ve adopted a involved and entertained! you get to know each other, enjoy some
more relaxed and informal language. From food, to sport, to entertainment time out and maybe blow off a bit of steam…
B. and more, there’s so much to do! B Speaking of which, congrats to our
We use words like ‘heaps’ and ‘congrats’, and Congratulations to our University Cheerleading Team for placing in the
contractions like ‘you’ll’ and ‘we’re’ – to help us Cheerleading and Dance Teams that AASCF Cheer and Dance Nationals
connect with our audience on their level. have just placed at the annual AASCF competition. Nice one. Bring your
Cheer and Dance Nationals competition! extracurricular talents to campus life.
C. C
Just another example of the thriving talent Don’t be shy.
We are collegial, always on the same page with our
and motivation of our student groups.
audience and get to the point that matters.
D.
We get active in our voice with words such as
‘Go BIG’, placing the subject of Big History and our
audience at the heart of the conversation.
E. D
We are direct and embrace our ‘get to the point Session 3 starts soon! MT Go BIG this summer –
that matters’ principle by saying, ‘Need more of @BigHistoryInst: Study #BigHistory is on for
a reason to choose Macquarie?’ Use questions to #BigHistory over summer – Session 3. Enrol in #mhis115
spark thought and conversation, and to establish enrol in #mhis115 for Session and hit the books with MQ.
a more personal connection with the audience.
3: handbook.mq.edu.au/2015/ E What are you waiting for?
Units/UGU…

4.4.3 Examples
ALUMNI AND SUPPORTERS VIA THE GIVING IMPACT NEWSLETTER – CORE TONE
This piece has a generous tone overall BEFORE AFTER

and even shows some wit – why not? Share your 50 years on,
We’re talking to a discerning audience
Macquarie Story have you got
who feel part of the family. This year promises to be an exciting one
something
to add?
for Macquarie University. June 14 marks
A. our 50th anniversary. We are looking
While the piece has an overall generous ‘core’ tone, forward to celebrating our Jubilee and all A 50th anniversary is a time not just for
the introductory paragraph in particular has a the achievements and developments that A celebration, but also reflection. On past
more institutional flavour, designed to appeal to we have experienced over the last 50 years. achievements. On roaring successes. Or
Macquarie donors and supporters.
If you have a story to share from the first perhaps heroic failure. On happy and
B. 50 years of our University, we would love occasionally sad times. On lessons learned.
‘We look forward to looking back’ is a neat to hear from you. We’re currently collecting And on people met and admired.
paradoxical play on Macquarie’s forward-thinking memorable stories from alumni and June 14 marks the Macquarie University
ethos, used to flag a historical event. the community about their experiences half-century. Over the course of this year,
at Macquarie. B
we look forward to looking back.
Let us know about the people, places and After all, the university that fine-tuned
peculiarities of your Macquarie experience three Wiggles, helped invent wi-fi
– the things that make us different. Secret and wrote the first Australian English
spots, notable alumni before they Dictionary surely has thousands of tales
were famous, personal triumphs and to tell.
definitive moments that have become
Perhaps you can help jog our memories?
part of the University’s fabric of service
Do you have a story to share with us? Who
and engagement.
were the people, where were the places
Prose, poems, interviews, anecdotes, and what were the peculiarities of your
pictures, video or audio – any medium personal Macquarie experience?
that best conveys your tale can be
Whether you’re one of our celebrated
accommodated. You can share your
alumni, a beloved ex-groundskeeper or
story at (url)
someone who’s observed Macquarie from
afar, feel free to enlighten us.
Poetry, prose, picture or post… bring back
some Macquarie memories at (url)

4.4.4 Examples
CORPORATE STAKEHOLDERS VIA THE UNIVERSITIES AUSTRALIA WEBSITE – INSTITUTIONAL TONE
This example shows the beginning of BEFORE AFTER

In 2014, Macquarie University celebrates A Established in Sydney in 1964, Macquarie
text used to introduce the University
its Jubilee Year. In just 50 years it University is a progressive voice among
on the Universities Australia has emerged to a position of striking universities in Australia and the Asia
website. It appears alongside the innovation in education and focused Pacific. It was created during a time of
profile of all the other universities excellence in research. extraordinary social transformation to be
a different kind of university: i t was, and
in Australia. The tone is institutional Macquarie was established from the outset
will always be, a bold experiment in higher
to be a different kind of university: it was,
and finds the right balance between and remains, a bold experiment in higher education.
promoting Macquarie without education. B True to its founders’ vision, the University
feeling too competitive. The University has a distinctive mission to has challenged the conventional thinking
serve the needs of industry and community, of academia through innovations in its
A. and is located on an expansive campus in campus set-up, curricula, interdisciplinary
We start locating our ‘creation story’ clearly in Sydney’s northwest, in the heart of what has research and engagement with industry
the 60s. This gives authenticity and depth to become one of Australia’s largest and most and the wider community.
our reason for being. vibrant economic and technology precincts. In the 60s, Macquarie opened the doors to
B. Macquarie was the first Australian higher education to people from outside
We set up the scene for the key areas of innovation university to provide special entry the Sydney establishment: it welcomed
C female and mature-age students in
where we have excelled. As we progress through provisions for mature-age students.
the text, we then explain our most relevant facts It established the first actuarial studies unprecedented numbers.
and achievements. degree in the English-speaking world D These young bright people and their
outside of the US, the world’s first full mentors joined forces in unique
C. externally-taught science degree, as well as surroundings where faculties and research
Openly positioning Macquarie as an institution the first external law degree in Australia. centres sit together in one magnificent
that challenged the establishment, and then parkland campus. Over the years, the
reverberating with hopefulness and possibilities (...)
campus has become a magnet for a
students first felt when joining the University. constellation of companies – all local and
D. global leaders in dynamic sectors including
Linking past and present through three facets of information technology and healthcare.
our story: the students and staff, the campus and Alongside these companies, the University
the collaboration with companies. Within just has established collaborations in R&D,
a paragraph or two, we have seamlessly shifted student placement and executive training.
our perspective from our creation story to the (...)
emphasis on industry engagement while giving
an appealing idea of what our campus looks like.

4.5.1 Brand language protocols
THE ROLE OF HEADINGS AND SUBHEADINGS
The principles and tones of voice

illustrated in the previous sections
HEADINGS AND SUBHEADINGS
The writing on the cover of collateral and
A
Look
forward
provide a set of recommendations the information architecture need to ‘talk to
each other’. Most of the collateral will have a
to ensure our language is on brand, heading and a subheading. What to write depends
consistent yet flexible. They provide on whether you want to approach the collateral
a general framework to guide you. as propositional or just informative.
If propositional, the heading needs to provide
It helps though to also have some more
TRAINING PROGRAM FOR

impact – it must speak of an attitude, of outcomes
practical protocols – basic rules that’ll B
and of benefits. It needs to capture a call to
make your writing more efficient, so
action. The subheading will provide matter-of-
you can focus on the more creative stuff.
THE IMPLEMENTATION OF
fact support.
You may be familiar with most of them –
essentially, they’re all about writing in plain If informative, the role of the heading and
English – but it’s worth having them handy. subheading swap. The heading is there just to
A. HEADING
Headings are set in sentence case.
explain, in a functional way, what the collateral
contains, while the subheading will give a glimpse
of what the benefit is in reading the collateral.
THE NEW BRAND IDENTITY
B. SUBHEADING There’s no strict rule defining collateral as
Subheadings are set in upper case. either propositional or informative. It’s up
Note: When crafting subheadings for your to you to decide, together with other people
communication, ensure your copy doesn’t involved in the briefing and writing process.
exceed approximately 15 words. Our recommendation is adopt a propositional
approach unless the purpose is clearly
informative only.

4.5.2 Brand language protocols NEXT >
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BASIC RULES PAGE PAGE
ABBREVIATIONS ADDRESSES Macquarie Centre for Cognitive Terms that should appear as COURSEWORK-SPECIFIC Not to Count for Credit
Keep abbreviations clean and Physical and postal addresses Science lower case: TERMS With (NCCW) entries in the
simple; do not use full stops. take the same form: Faculty of Business and areas of study (eg It is vital to be consistent when handbook and coursework
Economics geography, biology) referring to coursework terms. information should be
Some examples of common Dr Henry Lawson separated by commas:
abbreviations are: HR Manager The following are the accepted
Department of Ancient History majors
Loaded Dog Industries conventions. ABC123, BCA224
Mr Macquarie City Campus non-award
101 Geranium Ave Codes (majors, programs, units) Offerings should appear
USA North Ryde NSW 2109 However, when referring to bachelors (eg he has a in text only if they are
XXXX1111 (hard up, no
PhD these institutions in general use bachelors degree) established offerings:
Use the following form for the spaces)
lower case: masters (eg she has a
eg general Macquarie campus Corequisites should appear in 2017
address: universities masters degree)
ie the following formats: AFC Jul NR
(for domestic publications) faculties domestic students
GPA (in admission ABEC123 FY1 Evening
Macquarie University departments international students
requirements use ‘with a North Ryde NSW 2109 ABEC123 and ABEC124 FY2 Day
GPA of X.X’) Coursework-related capitals CAPTIONS
(for international publications) ABEC123 or ABEC154 or MQC S1 External
State names should not be Macquarie University Bachelor of Science Images should be accompanied ABEC157
abbreviated, unless they form MQC Vacation
NSW 2109 Australia Master of Arts by a caption explaining the 4cp from ABEC100–120,
part of an organisation’s name: content and context, and MQC1 Day
Unless the sender or recipient Spatial Information Science ABEC250–299
New South Wales resides overseas, it is not reinforcing the message of the MQC2 Evening
(note: this is the name of a ABEC123 or (ABEC100 and
necessary to add ‘Australia’. text.
NSW Health major) ABEC101) MQC2 External
Do not make the suburb name If the image has been sourced
ABBREVIATIONS FOR THE Writing (note: this is the name Credit points can be referred to S1 Day
all upper case. externally, the caption should
ONLINE ENVIRONMENT of a major) in one of two ways:
provide details of this source. S2 Evening
Due to the constraints of CAPITALS Human Rights and Moral 6cp
Photos or illustrations should S3 External
the online environment, an Dilemmas (note: this is the
Keep capitals to a minimum. credit the creator. 6 credit points SM1
abbreviation is sometimes name of a unit)
They should only be used at On-screen images should Level of study can be referred
needed. Use MQ (not Mac the start of a sentence and for Supervised Internship II (note: TBD
or Mac Uni) in the following always have an ‘alt text’ to in one of two ways:
proper nouns. this is the name of a unit) Term 1 CBD
situations only: attribute to assist visually
200-level XXX units
Institutional names should be People units, Planet units and impaired readers. Term 2 NR
Top-level navigation headings capitalised when referring to Participation units XXX units at 200 level
Captions should appear Term 3 Online
Left-hand navigation panels specific bodies: underneath the image in
WV Day
Macquarie University or the sentence case.
University WV External

< PREVIOUS
Prerequisites should appear in DEGREE NAMES MORE INFORMATION LISTS When a list appears within a Macquarie (provided the
the following formats Spell out in full: For more information visit (not There are three acceptable paragraph, commas should be University has already been
ATAR of 98.80 for further details visit or for formats for lists: individual used to separate terms. introduced as Macquarie
Bachelor of Arts – Psychology University, or the source of the
(note: use an en dash here, not more information please check) items, run-on sentences and The Bachelor of Commerce
Admission to BBA communication is already clear
a hyphen) full sentences. In each instance lets you choose from a range
15cp HEADINGS elements should appear in of areas including, accounting, eg when the reader is already
Bachelor of eBusiness alphabetical order unless applied econometrics, decision on the Macquarie University
a GPA of 2.5 Heading one: sentence case
there is a clear market need science, economics, human Facebook page).
Bachelor of Actuarial Studies Heading two: upper case
a GPA of 3.0 otherwise, or they are steps in resources, international the University and our
with Bachelor of Laws New research projects at
ABEC123 an ordered process. business, commercial law, University
DISCIPLINES Macquarie University
When listing single items no public sector management, Macquarie University City
ABEC123(P) – pass in unit
Media, creative arts and INITIALS punctuation is necessary after business information systems, Campus
required
communications; Accounting the colon: marketing and business
ABEC123(Cr) – credit in unit No full stops and separated by demographics. Avoid using abbreviations such
and corporate governance a space: simply
required as MQ, MU, MQU, MCC or MQC.
(note: only the ﬁrst word of the Semicolons should be used to
3cp in ABEC units at 200 level discipline is capped) Sarah K Masters list separate terms only when they University can be abbreviated
the contain commas. to uni only when adopting a
OPTO221 and OPTO222 and INTERNET
DISTANCE casual tone.
OPTO321 items The Bachelor of Arts allows
Spell out in full where possible: Terminology relating to the
Admission to BBA and 15cp you to study in a range of areas NAMES
internet is well recognised. When using run-on sentences,
and BUS201 metre (not m) including, anthropology;
Keep it simple and do not use remember to: Use titles, along with the first
Chinese studies; modern
Admission to BBA or (18cp and kilometre (not km) hyphens. The accepted formats name, the first time a name is
start each line with lower case history; media, culture and
a GPA of 2.5) are: referenced but only where that
m or km is reserved for use in communication; and writing.
not put a comma at the end of person is a Dr, Professor, Chief
tables where use of the full form email
each line MACQUARIE UNIVERSITY Justice etc.
isn’t possible newsletter, enewsletter
check that each entry Macquarie University should Subsequent references should
FACULTIES AND mq.edu.au completes the sentence be surname only:
be referred to in the following
DEPARTMENTS [email protected] end with a full stop. ways: Professor Bob Brown on first
Faculty of Arts (not Arts Faculty internet use, then Brown
However, sometimes using full Macquarie University
or Arts faculty)
sentences is the best option: Jane Smith on first use,
Department of Psychology (not then Smith
Use an initial capital at the start
Psychology Department or
of each bullet point.
Psychology department)
Use a full stop at the end of each
bullet point.

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The only exception to this rule QUOTES STATE NAMES Deputy Vice-Chancellor Degree and unit names URL subfolder names
relates to the Vice-Chancellor: Always use active references Whenever possible, the names (Research)
Degree and unit names should URL subfolder names should
Vice-Chancellor Professor S to speakers: of states should be spelled The accepted format for be spelt out in full; for example, use complete meaningful words
Bruce Dowton on first use, then discusses Smith out; for example, New South invitations is: Sarah Masters, Bachelor not acronyms. Use mq.edu.au/
Professor Dowton Wales rather than NSW. The
Vice-Chancellor Professor S of Science. openday, not mq.edu.au/OD
explains Jones exception is when ‘NSW’ is
Refer to students, staff or Bruce Dowton invites you to... Link text Writing for the web
she says used adjectively; for example:
alumni by the first name The accepted format for lecture
NSW Health Hyperlink text should include Websites for campaigns, events
only in casual internal staff titles is:
SENTENCE CASE meaningful, helpful words or specific purposes should
publications (such as staff TITLES
Chemistry in industry about the link destination. be written with search engine
news) and when referring Titles should be in sentence
Use titles, along with the first Never ‘click here’. optimisation in mind.
to patrons. case: Women’s literature: Writing
name, the first time a name is Navigation Plain English and user-
The following names should be Chemistry in industry from the heart
referenced but only where that focused language should
italicised: Movies at Macquarie – Wall Sentence case for headings
Schedule of majors person is a Dr, Professor, Chief take precedence over search
Street: Money Never Sleeps should be used in navigation
articles Justice etc. engine optimisation for all
Women’s literature: Writing wherever possible.
books from the heart Subsequent references should other websites.
VOICE Photo credits
be surname only:
films SESSION Use the active voice: It is important to credit all
Professor Bob Brown on first
journals Always session not semester; The committee will provide images in all formats. If this
use, then Brown
magazines for example, Session 2 not free beer (not free beer will be is not possible the credit can
Semester 2 or second semester Jane Smith on first use, provided by the committee). be listed in the metadata
PhDs then Smith for reference.
plays SPELLING CONVENTIONS The only exception to this rule WEBSITES AND SPECIAL
Short URLs
relates to the Vice-Chancellor: CASES FOR THE WEB
radio and television programs If the word is not in the list Short URLs should be used
of commonly used words and Vice-Chancellor Professor S mq.edu.au not
sparingly on the web. URLs
PLURALS phrases in this document, use Bruce Dowton on first use, then http://www.mq.edu.au or
provide important information
the first listed spelling in the Professor Dowton www.mq.edu.au
Media and data are plural, not about site navigation and a
singular. Macquarie Dictionary. visit mq.edu.au (not visit our user’s progress through the site.
The accepted formats for titles
are: website or go to mq.edu.au) Short URLs should be used only
Attachments when needed for campaigns
Dr or publications. The use of
Professor (not Prof) ___________ [PDF 211K] short URLs is encouraged
___________ [DOC 56K] in publications.
Associate Professor (not A/Prof
or Ass Prof)

4.5.3 Brand language protocols
NUMBERS
BUILDING NAMES When referring to contact The University is also issued NUMBERS Do not start a sentence with
Formatting for external details simply state the method with a CRICOS code for Numbers are used a number.
audiences: rather than using ‘please’: each course that is available frequently. Be sure to use the Twenty-five people donated 25
call to international students. following formats: books.
12 Wally’s Walk For compliance with ESOS
Theatre 1, 17 Wally’s Walk contact legislation, the course One through nine
PER CENT
Formatting for internal visit code should be included 10 through 999,999
audiences: when promoting a specific Use the following formatting
course. The code should be 10 million for percentages:
12 WW OR 12 Wally’s Walk COSTS
formatted as: One billion 1.7 per cent
2FW OR 2 First Walk Format admission fees to
events as: CRICOS Code XXXXXX or 3000, 30,000 and 300,000 10 per cent
CONTACT DETAILS CRICOS CODE XXXXXX
Cost: 18th century, 4th–6th century
Keep formatting of contact $20, $35 concession Alternatively, a specific
44 BC, 250–750 AD PHONE NUMBERS
details neat and tidy; use the coursefinder short URL can be
6th century BC Use only the following
following formats as they make included, which provides a link
CRICOS CODES formatting for phone numbers:
contact details easy to read. to the relevant course CRICOS c 1000 BC
The University’s CRICOS code. (02) 9850 1234
Formatting for local code should be used in all ten years
+61 2 9850 7456
publications: communications that have the Session 1, Session 2, Session 3
DATES
potential to reach international 0408 168 918
T: (02) 9850 XXXX Dates should be formatted as: Year 6
F: (02) 9850 XXXX students. Given the prevalence +61 408 168 918
E: [email protected] of onshore international 28 February 2017 two-thirds
samplewebaddress.mq.edu.au students and the nature of 19–24 February (note: use an two-dimensional TIME
the digital environment, we en dash here, not a hyphen)
Formatting for international advise using this code on all $2 million The accepted formats for
publications: communications. Tuesday 6 June times are:
$75.14 million
T: +61 2 9850 XXXX The code should be 27/9/17 10pm
F: +61 2 9850 XXXX presented as: Where space constraints 11.45am
E: [email protected]
samplewebaddress.mq.edu.au CRICOS Provider 00002J or require a day or month to be
10am – 11am
CRICOS PROVIDER 00002J abbreviated, use the following
short forms: 6.30pm – 8pm
Mon, Tue, Wed, Thu, Fri, noon
Sat, Sun midnight
Jan, Feb, Mar, Apr, May, Jun, Jul,
Aug, Sep, Oct, Nov, Dec

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COMMONLY USED WORDS OR PHRASES PAGE PAGE
COMMONLY USED WORDS B E G K N

AND PHRASES
biomedicine ebook globalisation kilometre non-award
There can be more than one
eg go-ahead Northeast Asia
way to spell some words. C L
To ensure consistency across email grade point average (GPA) not-for-profit (not-for-profit
careers advisers labour
(and within) publications, it is end user groupwork organisation and the activity
important to use only one of Careers Advisers Day life cycle was not for profit; do not use
the spellings. The following is enewsletter non-profit)
case study H life span
a list of accepted spellings of enrol, enrolment,
colour half-year lifestyle
common words. Use the first enrolled, enrolling O
listed spelling in the Macquarie cooperative hands-on lifetime
eStudent off campus (off-campus
Dictionary in the instance that coordinator healthcare log in (verb – as in ‘log in to seminar and the seminar will be
a word is not listed below. ever changing (ever-changing
convenor our student-only portal) conducted off campus)
environment and the weather is I
A corequisite ever changing) long-term (a long-term offshore
ie commitment and the resolution
adviser counselling ever present (ever-present risk on campus (on-campus
in depth (in-depth study and wouldn’t last long term)
alumna (singular for a female and she was ever present in workshops and attend a
course their minds) she will examine the case workshop on campus)
graduate) in depth) M
coursework on site
alumni (Latin plural for F Indigenous (always title case) Macquarie University City
graduates – use as the plural for cutting edge (cutting-edge Campus (when referring to as one-off charge
research and the research was Facebook Info Day a location use lower case ‘our
male and female graduates, ie
cutting edge) ongoing
not alumnae) field trip inter-cultural campus in the city’)
online
alumnus (singular for a male D fieldwork interdisciplinary mid-session
graduate) onshore
day-to-day film-maker international students mid-term
and (do not use ‘&’ or ‘And’) Open Day
decision making (decision- first half-year internet mid-year
antisocial making skills and this unit organise
first class (research and she was interstate modelling
artefacts covers practical decision assigned a seat in first class) O Week
making) multicultural
first-hand J
domestic students multidimensional
focused judgement
multidisciplinary
full-time multifaceted
multifactor
multimedia

< PREVIOUS
COMMONLY USED WORDS OR PHRASES PAGE PAGE
P S V
part-time (part-time course and second half-year vis-à-vis
he studies part time) self-help
podcast W
self-regulation
postdoctoral webcam
Session 1, Session 2, Session 3
postgraduate webpage
short term (short-term project
practice and his presidency was website
pre-assessed short term) wellbeing
pre-existing so-called wi-fi
prehistoric socioeconomic workforce
prerequisite Southeast Asia workplace
problem-solving (problem- work-in-progress (work-in-
T progress meetings and it was a
solving skills and explore
problem solving) targeted work in progress)
program trade-off work-life balance
t-shirt work-readiness skills
R Twitter world-class (world-class
re-admission research and his signing was
real-world (real-world U world class)
examples and this was his undergraduate world views
introduction to the real world) worldwide
uniTEST
re-apply
up-to-date (provide up-to-
record keeping date- information and the
re-engineering information is up to date)
re-evaluation
résumé

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PUNCTUATION AND GRAMMAR PAGE PAGE
‘AND’ OR ‘BUT’ TO START Use a colon to introduce a list. For Captain Kangaroo, despite As the house was in a ELLIPSIS re-admission
A SENTENCE his renowned cunning, disaster dilapidated condition, Format hard up to the sentence/
You are considered a domestic coordinate
It’s acceptable to begin a student if you are: was becoming inevitable. Patricia was able to buy it for a clause which the ellipsis is
good price. macroeconomic
sentence with the word ‘and’ In quotes, the comma and the ending, and space before the
• a citizen of Australia
or ‘but’ where these terms are full stop come before the final following sentence/clause. Be careful with words that have
• citizen of New Zealand DASHES
forming a logical link with the quotation mark. different meanings with and
• dual citizen of Australia and En dashes, also known as the Perhaps we can have the rest of
preceding text. without hypens, such as:
any other country, or “I will arrive tomorrow,” en rule, are the length of the the year off ... perhaps not.
I’ll have a try. But I’ll need • a permanent resident he said. “But I will leave the recover and re-cover
letter ‘n’ – and are longer than FORWARD SLASH
your help. of Australia. next day.” the hyphen. En dashes should relay and re-lay
Constructions such as this are be used between words or When you use a forward slash
COMMAS DANGLING MODIFIERS do not include spaces:
resign and re-sign
consistent with our language numbers, and in sentences
principles of using short, sharp Use a comma to separate items Dangling modifiers, also known such as: Suﬃxes are generally not
Autumn/Winter.
sentences to create an impact. in a list (do not use a comma as unattached modifiers, hyphenated, except:
before ‘and’ unless there is a unattached participles or Public holiday – ANZAC Day
HYPHENS 300-fold
APOSTROPHES likelihood of ambiguity). misrelated participles, can Uni speak – terms you need to
‘Hyphens can be an important 50-odd
Do not use in plurals such as She packed her bag with books, create ambiguity as to what is know
device to avoid ambiguity, but
CDs, apples, 1990s and FAQs. pens and paper. being said. For example: Our law program covers all Compounds where an adverb
otherwise there is no need to
Being in a dilapidated major areas of law – public, ending with ‘ly’ precedes
Use a comma to mark off non- overuse them. The decision
COLONS condition, Patricia was able to private and international – as about whether or not to use a
an adjective should not be
defining clauses or phrases hyphenated:
Use a colon to introduce the (a defining clause contains buy the house for a good price. well as theoretical and ethical hyphen must often be based on
part of a sentence that explains, information that is integral to The modifier or participle is reflection on legal institutions the context in which the words highly regarded research
completes or elaborates on the the subject of the sentence. A the first part of the sentence: 15–16 appear.’ Style Manual Ed 6 p88. globally focused degree
words that precede it. non-defining clause contains ‘Being in a dilapidated Try to keep hyphens to a
10.30am – noon Where compound adjectives
She packed her bag with information that isn’t.) condition’. This refers to the minimum. General rules are
Thursday – Saturday precede a noun they should be
everything she would need: All the graduates, who are now house, not Patricia, but it has listed below, but common
hyphenated, when they follow
books, pens and paper. recovering in hospital, ate the been separated from the object 15 days – 3 weeks instances are included in the
the noun they should not.
prawns at the dinner. to which it applies, causing list of commonly used words
Use a colon when quoting Em dashes, also known as the In this unit students develop
confusion. Be careful when and phrases.
a whole sentence, but not Use a comma to eliminate em rule, are the length of the decision-making skills.
starting sentences with ‘ing’
when quoting only part of the possible ambiguity. letter ‘m’ — and are longer than Use a hyphen when a word
words (present participles) and In this unit students participate
sentence. en dashes. We do not use em contains a prefix with a double
The student was not similar constructions. Think in exercises involving practical
dashes. vowel except for common
He asked: “Have you packed expelled, happily. about who or what is doing the decision making.
words, or where the prefix ends
your bag?” She replied that actions or being described.
Use a comma to mark off with ‘o’:
she had everything “including The previous example could be
books, pens and paper.” parenthetic expressions. reconstructed as follows: pre-eminent

< PREVIOUS
PUNCTUATION AND GRAMMAR PAGE PAGE
A few exceptions to this rule I can’t foresee a resolution ‘WITH’ AND OTHER
exist: see ‘Commonly used to this sticky situation; we’ve PREPOSITIONS TO END
words and phrases’ reached a stalemate. A SENTENCE
QUOTATION MARKS SPLIT INFINITIVES Prepositions are words or

phrases that indicate the
Always use smart quotes “” ‘’ ‘Grammarians have long agreed relationship between a noun
(with heads and tails). that there is nothing wrong or noun phrase and the rest
Always use double quotation with the concept of splitting of the sentence. They include
marks for direct speech. an infinitive: ‘to boldly go’, for in, from, by, with, for, since,
example.’ Style Manual Ed 6 during, after, under, put, to
Single quotation marks within p76. and at.
quotes where necessary.
According to some, a
Single quotation marks when preposition should never be
highlighting a word within the last word in a sentence
a sentence; for example, the (the term preposition suggests
letter ‘n’. it should be ‘pre’ or ‘before’
SEMICOLONS something), however:
If one or more items in a ‘Some prepositions double as

series or list within a sentence adverbs, and then may appear
contain internal commas, at the end of a sentence. For
use a semicolon to separate example: The new enterprise
the items. has gone under.’ Style Manual
Ed 6 p69.
Innovative popular music
When breaking this (or any
movements often originate
grammatical rule for that
in busy port cities such as
matter) consider what you are
Liverpool, England; Seattle,
trying to say to your audience
USA; and Marseilles, France.
and how that message might
Use a semicolon to make a best be conveyed.
break that’s stronger than a
comma but not as absolute as a
full stop.

4.6.0 Checklist
And there you have it! The voice of

Macquarie University, neatly packed Have you decided whether the collateral should adopt a propositional or informative approach?
into this handy little guide. 1 If the latter, it’s important that the proposition is clear, powerful and followed through inside
the collateral.
Our brand lexicon, while it has principles and
protocols, will allow us to do more interesting
and courageous things with our voice. It will
bring our best stories to the surface in the most
engaging way. And it will carry our brand into the 2 What tone of voice will you adopt? Should you stick to the core tone or adopt one of its
variations? Carefully consider your audience and the general context.
future, ensuring that we’re always fresh, inspiring
and distinctly Macquarie.
3 Are you adopting the four general language principles? Try to use a combination of all four
principles in each communication to bring depth and diversity to your language.
4 While writing, look at our protocols to ensure that you’re adhering to the writing rules set out by
the University.
As you review what you’ve written, ask yourself: If the text was stripped of all literal references
5 to Macquarie University (eg the name, the logo, etc), would you still feel it’s our University
speaking. If so, it’s working.

5.0
Best
practice
5.1.0 INTRODUCTION
5.2.0 BROCHURES
5.3.0 POSTERS
5.4.0 BANNERS
5.5.0 PRESS ADS
5.6.0 DIGITAL
5.7.0 STAFF AND
STUDENT NEWS
5.8.0 MERCHANDISE

5.1.0 Introduction
Bringing You can craft bold, dynamic

and engaging communications
it all together by following these principles
and guidelines.
This section provides best practice
examples that embrace our brand
look and feel within different
mediums and contexts.

5.2.0 Brochures
32 UNDERGRADUATE COURSES | 2018 UNDERGRADUATE

UNDERGRADUATECOURSES
COURSES||2018
2018 33
Each year, Macquarie University awards millions of dollars in

scholarships. That’s a lot of cash, and you may find that you’re
eligible for some of it.
Accelerate Funding your potential
your ambition
CASH IN WITH A SCHOLARSHIP
Most of our scholarships have a strong emphasis on social inclusion and are awarded
on the basis of financial need or other hardship. Other scholarships recognise leadership
or voluntary experiences, or sporting achievement. We also offer scholarships that
enhance the university experience of high-achieving students by fostering personal
and professional development.
mq.edu.au/scholarships I started diving when I was 10 years old. I’d always been
drawn to acrobatic sports, and even though I hadn’t
HIGHER DEGREE RESEARCH | 2017

done much gymnastics, I loved the look of diving.
Since that time, I haven’t looked back. Over my career
I’ve had the honour of competing at several Olympic
and Commonwealth Games, as well as World Championships. I’ve
also made some great friends among my competitors – diving is a
very friendly sport!
It’s such an amazing feeling to represent Australia in diving.
Australians are very passionate about sport and to have the
support of the whole country when I’m overseas competing makes
me feel so proud and lucky to be Australian. Winning an Olympic
medal was a career highlight for me – nothing compares to
winning an Olympic medal for your country.
Finding the time to fit in competitions, training and uni studies
can be challenging, but I’m very lucky to hold a Macquarie sport
scholarship. As well as providing generous financial support, I also
50 UNDERGRADUATE COURSES | 2018
receive free gym membership to the Macquarie University Sport UNDERGRADUATE COURSES | 2018 51
and Aquatic Centre. The financial support has helped ease some of
the financial stress that goes along with being an athlete, as I don’t
have any time to work.
Bachelor
The supportof Arts
Artstiming
of the
graduates
sport scholar team – who help me negotiate the
of assessments and exams
are highly sought after bysoemployers
that they because
fit in with mycourses
arts divingensure you 3
develop strong capabilities
commitments in abeen
– has also range of areas such as problem solving, research, creative
amazing. YEARS FULL-TIME/
thinking and communication – skills essential for success in the 21st century workplace. EQUIVALENT PART-TIME
As for the future, I’d like to stay connected to diving after I retire
Macquarie’s Bachelor of Arts allows you to turn your passion into a career by exploring your
– maybe
interests do some
in depth,
I’m veryand
application keen
andcoaching or run
honing your
to give
expert
skillsclinics with young
and knowledge diversinternships,
through
back to my sport and to the NSW Institute of
teaching.
– as practical 75.00
PREVIOUS YEAR’S ATAR CUT-OFF
PHOTO: ROLAND KNIGHT PHOTOGRAPHY

Sport program that has supported me throughout my career. I’m
KEY FEATURES
• Noalso interested
other course atinMacquarie
starting my ownaspersonal
offers training
much flexibility business,
and as wide a range of units 300107
aswhich my commerce
the Bachelor of Arts. degree has prepared me for extremely well. UAC CODE
300907
• You’ll be taught by active researchers, published academics, and award-winning
Melissaand
teachers Wuindustry professionals.
BACHELOR
• You’ll OFopportunity
have the COMMERCEto connect with employers and communities via internships,
UAC CODE (DISTANCE)
MACQUARIE UNIVERSITY
work-integrated SPORT SCHOLAR
learning opportunities and study abroad experiences.
WHAT YOU CAN STUDY DOUBLE DEGREES

This course requires you to choose a qualifying major from the following: Undertake this course with:
• Bachelor of Business
• Ancient History – • Entrepreneurship • Media, Culture Administration
Ancient Languages • Environmental and Communication • Bachelor of Commerce
• Ancient History – Humanities • Media Studies • Bachelor of Education (Primary)
Egypt and Near East • Environmental Law • Media, Technology • Bachelor of Education (Secondary)
• Ancient History – Greece, and Management and the Law • Bachelor of Engineering (Honours)
Rome and Late Antiquity • Environmental • Modern Greek Studies • Bachelor of Laws
• Anthropology Management • Bachelor of Science
• Modern History
• Arts Industries • French and courses.mq.edu.au/BA
• Music
and Management Francophone Studies
• Philosophy
• Business Information • Gender Studies
• Polish Studies
Systems • Geography
• Political Economy
• Chinese Studies • German Studies and Social Policy
• Chinese-English • Human Biology • Politics
Translation • Human Geography
and Interpreting • Psychological Science
• Human Resources • Public Policy, Law
• Cognitive and
Brain Sciences • Indigenous Studies and Governance
• Computing • Information Systems • Public Relations and
and Business Analysis Social Media
• Creative Writing
• Interactivity and Games • Radio, Digital Audio and
• Criminology
• International Business Broadcast Production
• Croatian Studies
• International • Russian Studies
• Cyber Security Communication • Screen Practice
• Dance and Performance • International Law and Production
• Data Science and Global Governance • Screen, Sound,
• Decision Science • International Relations Performance
• Development Studies • Italian Studies • Social Justice
and Culture Change • Japanese Studies • Society and Culture
• Digital Design • Journalism and • Sociology
• Early Childhood Non-Fiction Writing • Software Technology
• Economics • Language and Professional • Spanish and Latin
• Education Communication American Studies
• English • Linguistics • Statistics
• English as a • Marketing • Web Design
Foreign Language • Mathematics and Development
CAREER OPTIONS
Choreographer, communications officer, historian, intelligence officer, international
development adviser, journalist, multimedia specialist, radio producer, social change
activist, social/market researcher, teacher (with further study), television/film production
assistant, translator and interpreter (with further study), web/game developer, writer.

5.3.0 Posters
Get your flu shot Mini MacWarrior

before the flu school holiday
gets you programs
MACQUARIE UNIVERSITY STAFF SIGN YOUR KIDS UP FOR A DEGREE IN FUN!
With our school holiday programs, your Mini MacWarriors
Available on campus Monday 3 – Friday 28 April 2017 will be active, make friends and learn new skills.
Book your appointment today staff.mq.edu.au/flu
WHEN
Week 1: 10 April – 13 April 2017
Week 2: 18 April – 21 April 2017
BOOK TODAY
MQ HEALTH GENERAL PRACTICE
Macquarie University Clinic (F10A) T: (02) 9850 7636
Suite 305, Level 3, 2 Technology Place
mq.edu.au/about/childrens-programs
CRICOS Provider 00002J | CAL2669
MQH2865

5.4.0 Banners
“Macquarie helped
me finally reach
THE END of Faculty of
my first novel.” Science and
Liane Moriarty
Best-selling author
Engineering
Master of Arts (Creative Writing), 2003 FOR MORE INFORMATION, VISIT
www.mq.edu.au
GRADUATION
CRICOS Provider 00002J
FSE0864
PROP2778_Wallys Walk 1700 x 800mm Banner_FA_R.indd 1 30/3/17 1:41 pm

5.5.0 Press ads
Exciting opportunities in the Faculty of

Science and Engineering at Macquarie University
SEEKING OUTSTANDING INDIVIDUALS TO JOIN ONE OF MACQUARIE’S FASTEST-GROWING FACULTIES
Macquarie University’s Faculty of Science and Engineering is In coming years we are committed to the growth of new, The faculty focuses on research outcomes with real-world If you share our desire for innovation and discovery, we would
undergoing a dynamic period of growth from 2017 and beyond. collaborative research areas within and outside the faculty. impacts. The 2015 Excellence in Research for Australia love you to join us. Academic and professional opportunities
The faculty consists of a newly formed School of Engineering, Macquarie supports the promotion, hiring, participation and evaluation show all of our research areas are at or above exist across the faculty including in:
nine departments and associated research centres. retention of women in STEMM, our commitment demonstrated world standard, with 11 rated 5/5 – well above world standard.
through our participation in the pilot of the Athena SWAN • Biological Sciences
We are searching for talented and energetic academic and charter in Australia. At an institutional level, Macquarie is ranked among the top two • Chemistry
professional staff for a number of recently created positions. per cent of universities in the world and enjoys a 5-star QS rating. • Earth and Planetary Sciences
Our modern, state-of-the-art facilities boast some • Engineering
The faculty offers true diversity, with more than 500 passionate of the most advanced technologies available, including Located in the heart of Australia’s largest business precinct, • Environmental Sciences
staff and an engaged student body who are dedicated to the the Australian Proteomics Analysis Facility (APAF), Macquarie brings together 40,000 students and 3000 staff in • Mathematics
advancement of science and engineering in the 21st century. Macquarie Photonics Research Centre and the one thriving hub of discovery. Our campus spans 126 hectares, • Physics and Astronomy
Each staff member enjoys a distinct place in our team, with Macquarie University Seawater Facility, among others. with open green space that gives our community the freedom to • Statistics
recognition for their unique perspective and support for their We are also the lead institution on several Australian Research think and grow. More than AU$1 billion has been invested across
collaboration goals. This diversity allows us to continue to learn, Council (ARC) Centres of Excellence and ARC Industrial the university so our students and staff can thrive in an inspiring To find out which positions are currently open or to register
grow and create in innovative and exciting ways. Transformation Training Centres. environment that supports flexibility, inspiration and collaboration. your interest for upcoming roles, please visit mq.edu.au/jobs
Macquarie University is an EO Employer committed to diversity and social inclusion. Applications are encouraged from people with disability;
women; Indigenous Australians, people who identify as GLBTIQ; and those from culturally and linguistically diverse backgrounds.
FSE2478

5.6.0 Digital

5.7.0 Staff and student news

5.8.0 Merchandise
For the full range of merchandise visit

shop.mq.edu.au

6.0
Appendix
6.1.0 TECHNICAL
SPECIFICATIONS
6.2.0 FACULTY
COLOUR PALETTE
6.2.1 Faculty colour specifications
6.3.0 PAPER STOCK USAGE
6.4.0 STATIONERY
6.4.1 Ordering stationery
6.5.0 SHARED ID

6.1.0 Technical specifications
The following specifications are REQUIRED SOFTWARE REQUIRED TYPEFACE WHICH ARTWORK IS RIGHT FOR ME?
The following software is required for the National and Newzald are custom typefaces, Always ensure you choose the correct artwork
the recommended base software manipulation of artwork: which are not loaded as system (standard) fonts file format for your requirements. The different
platforms for all authorised users • Adobe Illustrator CS4 or above on computers. They must be purchased and formats are as follows:
of the Macquarie University visual • Adobe Photoshop CS4 or above
installed before use. The system fonts Arial Print: .pdf
and Georgia must also be installed (these come
identity elements artwork and for standard with Microsoft Office programs).
CMYK format files, intended for use as artwork for
• Adobe InDesign CS6 or above professional print purposes.
viewing the Macquarie University Note: Macquarie University is not licenced
• Adobe Acrobat Reader version 6 or above Screen: .png
brand identity guidelines. (for viewing and printing the Macquarie to distribute the typefaces specified in these RGB format files, intended for use in web pages
University Brand Identity Guidelines guidelines. To purchase the PC and Macintosh and/or digital applications, such as Microsoft
The benefits of the artwork and the guidelines
PDF file). versions of these typefaces, visit klim.co.nz Word and PowerPoint.
are maximised once these specifications have
been implemented. Acrobat Reader is cross-platform software VISUAL IDENTITY ELEMENTS ARTWORK
that can be downloaded for free from The Macquarie University artwork is supplied
adobe.com. Ensure that you read and understand in .pdf (vector format) and .png format CMYK
the terms and conditions and system specifications and RGB. However, some configurations
for Acrobat Reader. may not be available in some formats due to
Other applications may also be capable of reproduction requirements.
manipulating artwork files. There are artwork files to suit almost all software
Microsoft templates are available for use where
 applications and levels of operator technical
the Adobe software suite is unavailable. competency. The manipulation of these files
requires operator technical competency in
Macquarie University uses the Pantone Plus Series specific graphic software applications.
Colour Bridge™ colour management system, which
is only available in Adobe Creative Suite 4 or
above.
Macquarie University is not licenced to distribute
Adobe Illustrator CS, Adobe Photoshop CS
or Adobe InDesign CS. Both PC and Macintosh
versions are readily available for purchase from
software suppliers.

6.2.1 Faculty colour palette
SECONDARY COLOUR SPECIFICATIONS
Faculty colours are reserved only

Faculty of Arts Faculty of Business Faculty of Faculty of Science Faculty of Medicine
for use in the entity device. and Economics Human Sciences and Engineering and Health Sciences
Faculty colours are used exclusively PANTONE® 452CP PANTONE® 2935CP PANTONE® 321 CP PANTONE® 347 CP PANTONE® 429 CP
for the faculty they represent and should
16 M11 Y45 K25
C C100 M52 Y0 K0 96 M3 Y35 K12
C 93 M0 Y100 K0
C 21 M11 Y9 K23
C
not be interchanged. Refer to section
R170 G167 B125 R0 G111 B186 R0 G151 B160 R0 G170 B79 R162 G170 B173
3.3.0 Brand architecture. HTML AAA77D HTML 006FBA HTML 0097A0 HTML 00AA4F HTML A2AAAD
In all methods of reproduction, colour must be matched
to these Pantone references. The CMYK breakdowns
must match to the Pantone Plus Series Colour Bridge
system. Bright Red is part of the Pantone Plus Series
Colour Bridge 336 New Colours.

6.3.0 Paper stock usage
When printing communications, it is STOCK WEIGHTS PRICE DIGITAL PRINT SOURCING RECYCLED CHLORINE IN
important to create a consistent look. COMPARISON COMPATIBILITY CONTENT PRODUCTION
These paper stocks have been chosen Uncoated: Premium ‒ Vice-Chancellor stationery, invitations
based on their quality and value, with Strathmore Premium Text 148gsm 55% Laser guaranteed Forest Stewardship 30% Post Elemental
a range to suit all applications. Wove Ultimate White Cover 216gsm Council Consumer Waste Chlorine Free
Card 352gsm
Uncoated paper is the preferred option and
should be used wherever possible. They have This is an elegant soft paper with a subtle cotton-like texture. It prints exceptionally well. Ready made envelopes available.
been selected for their soft natural feel and Made in the United States..
unique print quality.
Uncoated: High value general purpose ‒ brochures, flyers, stationery, invitations
All stocks shown here are available from
KW Doggett Fine Paper. Knight Smooth White Text 120gsm 27% Indigo Forest None Elemental
Cover 220gsm Dry toner Stewardship Chlorine Free
Card 350gsm Laser guaranteed Council
This is a slightly warm bright white with a smooth even print surface. It prints very well. Two Indigo specific weights.
Ready made envelopes available. Made in Italy.
Uncoated: Commodity general purpose ‒ brochures, flyers, stationery
Sovereign Text 148gsm 22% Indigo Forest None Elemental
Offset White Cover 200gsm Dry toner Stewardship Chlorine Free
Card 300gsm Laser guaranteed Council
This is a good value cool bright white with a more obvious uncoated texture. It has good opacity and print qualities.
2 Indigo specific weights. Ready made envelopes available. Made in Italy.
Coated General Purpose ‒ Uncoated above is preferred to coated
Maine Recycled Text 150gsm 19% Indigo Forest 60% Post Process
A2+ Silk Cover 200gsm Stewardship Consumer Waste
Dry toner Chlorine Free
Card 350gsm Council
This is an A2+stock that is good value and great colour reproduction. It has HP Indigo certification and is produced with a
blend of 60% post-consumer waste fibre and 40% FSC. Made in France.

6.4.1 Stationery
ORDERING STATIONERY
Branded Macquarie University

stationery can be ordered through
DEPARTMENT
our online print portal. The system is Faculty
Other
set up with pre-loaded templates and

minimum customisation to ensure
consistency across the University.
For specific requests that differ from standard
pre-printed stationery, contact Group Marketing.
ACCESS PRINTERFACE USING YOUR MQ ONEID
mq.edu.au/printery
First Last postnom

Position
Department line 1
Department line 2
Faculty
mq.edu.au
Street Address
Macquarie University NSW 2109 Australia
T: +61 2 9850 0000 M: +61 400 000 000 F: +61 2 9850 0000
E: [email protected]
mq.edu.au
Macquarie University T: +61 2 9850 6305 E: [email protected]

NSW 2109 Australia F: +61 2 9850 7733 mq.edu.au
ABN 90 952 801 237 CRICOS Provider No 00002J

6.5.0 Shared ID
+ =
The Brand Identity Guidelines are Client sends work through SI assigns brand compliance Brand compliance approval is
the authoritative guide to all visual to the Shared Identity (SI) code to each job and given and registry is updated
material produced by the University. team for compliance assesses submission
SEND ALL NEW BRANDED WORK TO

[email protected]
FOR APPROVAL
• Please don’t hesitate to ask for guidance
• A
llow for a minimum 48-hour
turnaround time If work is not compliant, written guidance/feedback is given back
to client to rework job for resubmission.
• B
uild in at least one week into project
timelines to allow for possible rework
• S hared Identity will allocate a number, record If work is compliant, written notification is given to client to
your submission in our database and advise
by email any amendments required or
proceed with producing/distributing materials.
alternatively our approval to proceed.
• We’re here to help – ask us

7.0
Contact
Group Marketing
T: (02) 9850 7309
staff.mq.edu.au/support/marketing-and-communications

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What are the guidelines for using the Macquarie University logo?

What are the guidelines for using the Macquarie University logo?

What are the different logo lockups available for use?

What are the different logo lockups available for use?

Brand

These guidelines have been created

Macquarie University Brand Identity Guidelines 2018 | Version 1.0

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Renewing our narrative is not about

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Universities in Australia are usually

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Macquarie’s people are those who

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Our narrative fosters the sense

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Our brand proposition defines our

Creative expression YOU to the power of us

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The following short and long-form

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‘You to the power of us’ is the emotive

B. 'YOU TO THE POWER OF US' TAGLINE

Macquarie University Brand Identity Guidelines 2018 | Version 1.0

At Macquarie, we have discovered the human equation for success.

Because we believe when we all work together,

That’s YOU to the power of us

Macquarie University Brand Identity Guidelines 2018 | Version 1.0

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Named after Lachlan Macquarie, the

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Our logo is our most valuable brand A

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To ensure consistency and legibility A B

28MM / 200PIXELS 15MM

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most appropriate version for

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Macquarie University and many

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A partner brand logo may appear A B

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A partner brand logo may appear A B

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Where multiple partners appear A

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Where establishing an equal A

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Where establishing an equal A B

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A logo lockup is available to show A B

Endorsement line text is set in National Regular

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Red is our brand colour; it is

A secondary colour palette is available

Bright Red Purple Sand

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