Visual Identity Guidelines

November 2008
Contents
Using these guidelines 01
The PKL logo 02
The PKL logo 03
PKL logo – Clear space 04
PKL logo – Colour versions 05
PKL logo – Minimum size 06
PKL logo – Incorrect usage 07
The PKL strapline 08
The PKL strapline 09
The PKL strapline – Clear space 10
The PKL strapline – Colour versions 11
The PKL strapline – Minimum size 12
The PKL strapline – Logo relationship 13
The PKL strapline – Incorrect usage 14
Supporting graphics 15
Typefaces 16
• Primary typeface 16
• Substitute typefaces 16
Colour palette 17
Photography 18
• Photography subject matter 18
• Photography styling 18
• Photography usage 18
• Incorrect usage of photography 19
Visual identity Guidelines – November 2008
Business stationery 20
Letterhead 21
Follow on 22
Business Card 23
With compliments slip 24
DL envelopes 25
C5 envelopes 26
C4 envelopes 27
Business templates 28
Word template 29
PowerPoint template 30
Timesheet template 31
Press release template 32
Fax header template 33
Email signature template 34
HTML email template 35
Using these guidelines
These guidelines are intended to be used
by everyone who is employed by PKL
as a whole, and by advertising agencies,
designers, printers, consultants and
manufacturers who work on behalf of PKL.
The PKL visual identity has been created
to reflect the fresh approach PKL takes
to recruitment.
To achieve this, consistent and reliable
depiction of key brand elements is essential
and therefore, as a representative of the
wider PKL marketing community, it is
essential that you should comply with
both the direction and the spirit of these
guidelines at all times.
If you are unsure of the interpretation or
implementation of any element of these
guidelines, please call the PKL Marketing
Department on +61 2 9232 4980.
1
The PKL logo
Our logo is an important component of our identity.
It is the face of our organisation and appears on the
majority of our visual communication. It is therefore
important that the following guidelines are adhered to.

Visual identity Guidelines – November 2008 2

The PKL logo
Logo elements
The PKL logo is made up from the following elements:

1 PKL type
2 PKL icon

It is important that these elements are never used in

isolation under any circumstance.

Logo versions
The logo only appears in a horizontal format. The logo
is never to appear in a vertical format.

File formats
The PKL logo is supplied as finished artwork in the
following file formats:

• Vector EPS
• Press ready TIF
• Screen ready JPG
• Internal ready PNG

Only final artwork files are to be used.

Visual identity Guidelines – November 2008 3

PKL logo –
Clear space
The logo elements are in a fixed relationship.
The minimum clear space around the logo defines
the area into which no other element must intrude.

The distance is based on half the height of the letter

‘P’ in the word PKL. This represents the minimum clear
space distance allowed around the logo.

Visual identity Guidelines – November 2008 4

PKL logo –
Colour versions
There are 5 colour versions of the PKL logo, they are:

1 Positive logo – Colour

This is the preferred colour version of the PKL logo.
The 2 following colour versions may be used when
there is a specific marketing requirement or there is
1 Positive logo – Colour 2 Positive logo – Black
a reproduction limitation.

2 Positive logo – Black

When colour reproduction isn’t available (such
as newsprint), the black version may be used.

3 Negative logo – Black icon on green

This version of the PKL logo may only be used on
the PKL green background.

4 Negative logo – Green icon on black

3 Negative logo – Black icon on green background 4 Negative logo – Green icon on black background
This version of the PKL logo may only be used on
a black background.

5 Negative logo – White logo on PKL colour

This version of the PKL logo may be reversed out of any
colour from the PKL colour palette*.

6 Negative logo – White logo on PKL image

This version of the PKL logo may appear on PKL
imagery as long as there is adequate contrast between
the logo and the background. 5 Negative logo – White logo on PKL secondary colour 5 Negative logo – White logo on PKL imagery
* Further information on these colours are available on page 17.

Visual identity Guidelines – November 2008 5

PKL logo –
Minimum size
The minimum size must be observed to ensure the
legibility of the logo. The height of the letter ‘P’ in the word
‘PKL’ should never fall below 4mm at any time (see right)

4mm

Visual identity Guidelines – November 2008 6

PKL logo –
Incorrect usage
The logo is very important to the PKL brand. A strong
brand is created through consistency. It is therefore
critical that the logo is not altered in any way. See
examples of incorrect usage of the logo (right).

Artwork is available for all versions of the PKL logo Do not redraw the logo. Do not alter or distort the logo Do not use the logo smaller than
from the PKL Marketing Department. If any situation in any way. the specified minimum size.

arises regarding logo usage that has not been covered

in this document contact the PKL Marketing Department
on +61 (0)2 9232 4980.

Do not add any other graphic Do not rearrange or alter the size Do not re-assign the
elements or intrude into the relationship between any of the element colours.
specified clear space. logo elements.

Do not use any colours other than Do not place the logo on busy, Do not use the logo at too low
the colours specified on page 17. non-contrasting backgrounds or a resolution for its production
non PKL coloured backgrounds. output. Where possible, use
vector eps formats.

Visual identity Guidelines – November 2008 7

The PKL strapline
Our logo communicates who we are while our
strapline communicates what we do and how we
do it. Our strapline is a powerful device that says
a lot about PKL in very little words – Don’t walk, Run.

Visual identity Guidelines – November 2008 8

The PKL strapline
The PKL strapline is:

Don’t walk, Run.

The PKL strapline is supplied as finished artwork
in the following file formats:

• Vector EPS
• Press ready TIF
• Screen ready JPG
• Internal ready PNG

Only final artwork files are to be used. For consistency

reasons, the PKL strapline is never to be typed.

Visual identity Guidelines – November 2008 9

The PKL strapline
– Clear space
The minimum clear space around the PKL strapline defines
the area into which no other element must intrude.

The distance is based on the height of the letter ‘D’ in the

sentence “Don’t walk, Run.” This represents the minimum
clear space distance allowed around the strapline.

Visual identity Guidelines – November 2008 10

The PKL strapline
– Colour versions
There are 3 colour versions of the PKL logo, they are:

1 Positive strapline – Black 1 Positive logo – Black

This version of the PKL strapline may appear on a white
background, on any colour from the PKL colour palette*
or on PKL imagery as long as there is adequate contrast
between the strapline and the background.

2 Positive Strapline – Green

This version of the PKL strapline must only appear on 2 Positive logo – Green
a white background.

3 Negative strapline – White strapline

on PKL colour or PKL image
This version of the PKL strapline may be reversed out
of any colour from the PKL colour palette* or on PKL
imagery as long as there is adequate contrast between
the strapline and the background.

* Further information on these colours are available on page 17.

3 Negative strapline – White strapline on PKL colour or PKL image

Visual identity Guidelines – November 2008 11

The PKL strapline
– Minimum size
The minimum size must be observed to ensure the
legibility of the logo. The height of the letter ‘D’ in the
word ‘Don’t’ should never fall below 2mm at any time
(see right).

2mm

Visual identity Guidelines – November 2008 12

The PKL strapline
– logo Relationship
The PKL strapline may sit with the PKL logo in a fixed
relationship (shown right). This relationship must never
be altered in any way.
PKL strapline/logo relationship diagram
PKL strapline – logo colourways
Like the fixed positioning relationship between the PKL
strapline and logo, there too are fixed colourways between
the PKL strapline and logo (shown right). They are:

1 PKL strapline/logo – Colour, white background 1 PKL strapline/logo – Colour, white background 2 PKL strapline/logo – Black, white background
2 PKL strapline/logo – Black, white background
3 PKL strapline/logo – Colour, green background
4 PKL strapline/logo – Colour, black background
5 PKL strapline/logo – White on PKL colour or PKL image*
3 PKL strapline/logo – Colour, green background 4 PKL strapline/logo – Colour, black background
* Further information on these colours are available on page 17.

5 PKL strapline/logo – White on PKL colour or PKL image

Visual identity Guidelines – November 2008 13

The PKL strapline
– Incorrect usage
The strapline is very important to the PKL brand. A strong
brand is created through consistency. It is therefore
critical that the strapline is not altered in any way. See
examples of incorrect usage of the strapline (right).

Artwork is available for all versions of the PKL strapline Do not alter or distort the Do not use colour combinations Do not use the PKL strapline
from the PKL Marketing Department. If any situation PKL strapline or retype using other than the colours shown smaller than the specified
another font. on page 13. minimum size.
arises regarding strapline usage that has not been
covered in this document contact the PKL Marketing
Department on +61 (0)2 9232 4980.

Do not add any other graphic Do not combine the PKL strapline Do not alter the wording of
elements or intrude into the with the PKL icon only. The the PKL strapline, even for
specified clear space. strapline must appear with the special events.
entire PKL logo.

Do not alter the relationship Do not place the PKL strapline on Do not use the PKL strapline
between the PKL strapline busy, non-contrasting backgrounds at too low a resolution for its
and PKL logo. or non PKL coloured backgrounds. production output. Where
possible, use vector eps formats.

Visual identity Guidelines – November 2008 14

Supporting graphics
Supporting graphics such as colours, typefaces
and photography are very important to our
brand. The logo is our identity and our
supporting graphics is our personality.
It gives flavour and life to our communication.

Visual identity Guidelines – November 2008 15

Typefaces
Primary typeface
abcdefghijklmnopqrstuvwxyz
Our primary typeface is Berthold Cosmos. Cosmos ABCDEFGHIJKLMNOPQRSTUVWXYZ
is a soft, sophisticated corporate font that reflects
the freshness of PKL. It comes in 4 weights: 0123456789!@#$%^&*()_+-=[]\;’,./{}|:”?
• Cosmos Light (regular and italic)
• Cosmos Medium (regular and italic)
abcdefghijklmnopqrstuvwxyz
• Cosmos Bold (regular and italic) ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Cosmos Extra Bold (regular and italic)
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”?
Cosmos Light must be used for all headlines and
body text. The other weights may be used for
highlighting purposes.
abcdefghijklmnopqrstuvwxyz
The Berthold Cosmos family can be purchased ABCDEFGHIJKLMNOPQRSTUVWXYZ
from www.fonts.com or www.linotype.com
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”?
Berthold Cosmos Family
Substitute typeface
In applications where Cosmos is unavailable, please use
Arial (Regular, Italic, Bold, Bold Italic) as a substitute font. abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”?
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”?
Arial Family

Visual identity Guidelines – November 2008 16

Colour palette
Our colour palette is best described as fresh PKL Beige Coated Stock Uncoated Stock Screen
Spot Colour Spot Colour RGB Colour
and natural. Our colours range from the yellows PMS 5835 C PMS 5845 U R=158 G=153 B=82
through to the greens and blues of the colour Process Colour Process Colour HEX Colour
C=15 M=12 Y=57 K=30 C=14 M=9 Y=51 K=25 #9E9952
spectrum (see the PKL colour matrix right). No
other colours may be added without approval
of the PKL Marketing Department.
PKL Yellow Coated Stock Uncoated Stock Screen
Spot Colour Spot Colour RGB Colour
PMS 107 C PMS 107 U R=245 G=227 B=38
Process Colour Process Colour HEX Colour
C=0 M=2 Y=80 K=0 C=0 M=2 Y=80 K=0 #F5E326

PKL LIME Coated Stock Uncoated Stock Screen

Spot Colour Spot Colour RGB Colour
PMS 397 C PMS 397 U R=191 G=184 B=10
Process Colour Process Colour HEX Colour
C=10 M=1 Y=98 K=15 C=10 M=1 Y=98 K=1 #BFB80A

PKL GREEN Coated Stock Uncoated Stock Screen

Spot Colour Spot Colour RGB Colour
PMS 369 C PMS 376 U R=79 G=168 B=0
Process Colour Process Colour HEX Colour
C=67 M=0 Y=98 K=5 C=53 M=0 Y=96 K=0 #4FA800

PKL TEAL Coated Stock Uncoated Stock Screen

Spot Colour Spot Colour RGB Colour
PMS 3282 C PMS 3272 U R=0 G=138 B=128
Process Colour Process Colour HEX Colour
C=100 M=0 Y=45 K=12 C=98 M=0 Y=42 K=0 #008A80

PKL BLUE Coated Stock Uncoated Stock Screen

Spot Colour Spot Colour RGB Colour
PMS 312 C PMS 312 U R=0 G=171 B=201
Process Colour Process Colour HEX Colour
C=94 M=0 Y=11 K=0 C=94 M=0 Y=11 K=0 #00ABC9

Visual identity Guidelines – November 2008 17

Photography
Photography is an powerful component of our brand. It
says who we are and what we’re like instantly without a
written word. Our photography reflects our brand values:

• Brilliance
• Committed
• Energy
• Fresh
• Passion
• Savvy
• Sophisticated

Photography subject matter

Our photography depicts our candidates engaging
PKL photography examples
in inspiring activities which they are passionate about.

Photography styling
Our photography is fresh and spontaneous, never
staged. It is always shot outside with bright natural
lighting and always printed in colour (as long as
reproduction allows).

Photography usage
Our photography is always to be used at a large scale
to give our collateral a strong clean look (see right).
It is never to be used small scale or implemented
into a collage. If a coloured panel is to be used with the
photography, match the photograph to a colour from the
PKL colour palette.
PKL photography usage example

Visual identity Guidelines – November 2008 18

Incorrect usage
of photography
As photography is a very power component of our
brand, it is important that we are selective when
implementing photography. Here are some common
mistakes to avoid.

Never use black and white Never apply colour effects to Never use staged, predictable
photography unless reproduction photography (i.e. sepia tone). or unnatural photography.
is restrictive (i.e. newsprint).

Never use photography without Never use photography where Never use illustrations.
people (i.e. product photography). people are not the main focus.

Never use deep etched photography. Never use photography that may Never use photography at a resolution
be deemed offensive. too low for its output method.

Visual identity Guidelines – November 2008 19

Business stationery
The clean and corporate design of our business
stationery conveys the professionalism and
efficiency of PKL. The following pages outline
the components of our stationery kit.

Visual identity Guidelines – November 2008 20

Letterhead
Size:
• A4 (210mm x 297mm)

Print:

www.pkl.com.au
t (02) 9232 4980 f (02) 9232 5990
Sydney NSW 2000
Level 9, 25 Bligh Street
• 1pp
• 2 x Spot

Paper Stock:
• K.W.Doggetts Knight – Smooth White
• 120gsm

Variants:
• Sydney
• Melbourne
• Brisbane

To order stationery contact the PKL Marketing

Department on +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 21

Follow on
Size:
• A4 (210mm x 297mm)

Print:
• 1pp
• 2 x Spot

Paper Stock:
• K.W.Doggetts Knight – Smooth White
• 120gsm

To order stationery contact the PKL Marketing

Department on +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 22

Business card
Size:
• 90mm x 55mm Insert Name
Insert Position
d (02) 0000 0000
Print: m 0000 000 000
• 2pp e insert.name@pkl.com.au

• 2 x Spot – Side A
4 colour process – Side B
Level 9, 25 Bligh Street
Sydney NSW 2000
Paper Stock: t (02) 9232 4980 f (02) 9232 5990
• K.W.Doggetts Knight – Smooth White www.pkl.com.au
Specialists in Business Support
• 400gsm

Variants: PKL business card – Front

• Sydney
• Melbourne
• Brisbane

To order stationery contact the PKL Marketing

Department on +61 (0)2 9232 4980.

Don’t walk, Run.

Sydney • Melbourne • Brisbane

PKL business card – Back

Visual identity Guidelines – November 2008 23

With-compliments slip
Size:
• DL (210mm x 99mm)

Print:
• 1pp
• 2 x Spot

Paper Stock:
• K.W.Doggetts Knight – Smooth White
• 120gsm

Variants:
• Sydney

www.pkl.com.au
t (02) 9232 4980 f (02) 9232 5990
Sydney NSW 2000
Level 9, 25 Bligh Street
• Melbourne
• Brisbane

To order stationery contact the PKL Marketing

Department on +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 24

DL envelope
Size:
• 220mm x 110mm

Print:
• 1pp
• 2 x Spot

Paper Stock:
• K.W.Doggetts Knight – Smooth White DL wallet,
Peel-n-seal, boxed in 500’s

Variants:

www.pkl.com.au
Sydney NSW 2000
Level 9, 25 Bligh Street
• Sydney
• Melbourne
• Brisbane

To order stationery contact the PKL Marketing

Department on +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 25

C5 envelope
Size:
• 229mm x 162mm

Print:
• 1pp
• 2 x Spot

Paper Stock:

www.pkl.com.au
Sydney NSW 2000
Level 9, 25 Bligh Street
• Closest paper stock matching K.W.Doggetts Knight
– White Smooth in a pre made C5 envelope

Variants:
• Sydney
• Melbourne
• Brisbane

To order stationery contact the PKL Marketing

Department on +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 26

C4 envelope
Size:
• 324mm x 229mm

Print:
• 1pp
• 2 x Spot

www.pkl.com.au
Sydney NSW 2000
Level 9, 25 Bligh Street
Paper Stock:
• Closest paper stock matching K.W.Doggetts Knight
– White Smooth in a pre made C4 envelope

Variants:
• Sydney
• Melbourne
• Brisbane

To order stationery contact the PKL Marketing

Department on +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 27

Business templates
The PKL business templates have been created to
give an unified voice to PKL when communicating
both internally and externally. It is important that the
templates are not altered in any way. If a new template
is required, contact the PKL Marketing Department
on +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 28

Word template
Size:
• A4 (210mm x 297mm)

Financial results & highlights July 2008

Financial results & highlights July 2008
Format
• Microsoft Word

Templates:
• Cover page template
• Text page template

The PKL Word template is available

from the PKL Marketing Department,
call +61 (0)2 9232 4980.

PKL word template – Cover PKL word template – Text page

Financial results & highlights July 2008

Financial results & highlights July 2008

Financial results & highlights July 2008

Financial results & highlights July 2008

Cover options

Visual identity Guidelines – November 2008 29

PowerPoint template
Size:

Financial results & highlights July 2008

• Generic screen (254mm x 190.5mm)

Financial results & highlights July 2008

Format
• Microsoft PowerPoint

Templates:
• Cover slide template

Financial results & highlights July 2008

• Text slide template

The PKL PowerPoint template is available

from the PKL Marketing Department,
call +61 (0)2 9232 4980.

PKL PowerPoint template – Cover slide

Heading goes here

Financial results & highlights July 2008

Financial results & highlights July 2008

Financial results & highlights July 2008

08
PKL PowerPoint template – Text slide Cover options

Visual identity Guidelines – November 2008 30

Timesheet template
Size:
• A4 (210mm x 297mm)

Format
Name of temporary: John Smith

Timesheet
Name of company: ABC Company

• Microsoft Word/Adobe Acrobat State: NSW VIC QLD

[Timesheets must be received by 6pm Friday]

Templates: Week ending Sunday:

Start time Start time Start time Start time
Date Day hours:mins hours:mins Break hours:mins hours:mins Total hours
• Text page template 00 September 08 Mon 00:00 00:00 00:00 00:00 00

00 September 08 Tues 00:00 00:00 00:00 00:00 00

The PKL timesheet template is available
00 September 08 Wed 00:00 00:00 00:00 00:00 00
from the PKL Marketing Department, 00 September 08 Thurs 00:00 00:00 00:00 00:00 00

call +61 (0)2 9232 4980. 00 September 08 Fri 00:00 00:00 00:00 00:00 00

00 September 08 Sat 00:00 00:00 00:00 00:00 00

00 September 08 Sun 00:00 00:00 00:00 00:00 00

Total hours: 00

Client Authorisation
Signature signifies compliance with PKL’s Terms of business and acceptance of hours to be charged including
overtime and other penalties according to the relevant State award.
A permanent placement fee is payable to PKL should a temporary be placed permanently on your staff within a period of twelve
months from the completion of the last assignment.

Client name: John Client

Client Signature:

Title: HR Manager

Department: Human Resources

Assignment continuing: Yes No

Temporary available
for work next week: Yes No

Fax to: (02) 92325990

Email to: payroll@pkl.com.au
Sydney | Melbourne | Brisbane | pkl.com.au

Visual identity Guidelines – November 2008 31

Press release
template
Size:
• A4 (210mm x 297mm)

Press release
Format
• Microsoft Word

Templates:
• Text page template

The PKL press release template is available

from the PKL Marketing Department,
call +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 32

Fax template
Size:
• A4 (210mm x 297mm)
To: [Insert recipient’s name] From: [Insert sender’s name]
Format

Facsimile
Fax: [Insert recipient’s fax number] Pages: [Insert number of pages]

Phone: [Insert recipient’s phone number] Date: [Insert date]

• Microsoft Word
Re: [Insert fax’s subject matter] CC: [Insert recipient’s being cc’d]

Templates: Insert Facsimile Subject

• Text page template
The PKL fax template is available
from the PKL Marketing Department,
call +61 (0)2 9232 4980.
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honestatis sit ad.

Visual identity Guidelines – November 2008 33

Email signature
Format
• Outlook Express linking to Microsoft Word
file containing email signature

Templates:
• Sydney
• Melbourne
• Brisbane

The PKL email signature template is available

from the PKL Marketing Department,
call +61 (0)2 9232 4980.

Visual identity Guidelines – November 2008 34

HTML email
template
[To be designed]

Visual identity Guidelines – November 2008 35

www.pkl.com.au