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ARA BRAND SPECIFICATIONS MANUAL
ARA BRAND SPECIFICATIONS MANUAL
0.0
Contents
1.0 LOGO
3.0 TYPOGRAPHY
1.0  Preferred use 
03
3.0  Primary typefaces 
12
1.1 
Limited use 
04
3.1  Word processing typefaces 
14
1.2   Restricted use 
05
3.2  Electronic communication typefaces 
15
1.3  Minimum size 
06
3.3  Common usage 
16
1.4  Clear space 
07
1.5 Misuse 
08
4.0  NATIONAL SCHOOLS
1.6  Triangle placement 
09
4.0 NASDA 
17
4.1 NZBS 
18
2.0 COLOUR
2.0  Primary colour pallette 
10
2.1  Logo colour formats 
11
02
CONTROLLED DOCUMENT: SECTION CREATED, APRIL 2017. 
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ARA BRAND SPECIFICATIONS MANUAL
1.0
Logo
Preferred
Primary logo
The preferred version of the Ara 
logo comprises the triangular 
motif, Ara name and ‘Institute of 
Canterbury’ and  
‘Ara rau, taumata rau’ wording.
Secondary logo
The portrait format of the 
Ara logo should be used as 
the preferred default version 
wherever possible.
The secondary horizontal 
version of the Ara logo should 
be used where the application 
size or proportions would 
compromise legibility if the 
primary logo was used.
03
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ARA BRAND SPECIFICATIONS MANUAL
1.1
Logo
Primary logo: Limited use
Limited use
The limited use version of the 
Ara logo comprises the triangular 
motif, Ara name and ‘Institute of 
Canterbury’, with no  
Secondary logo: Limited use
Māori wording.
The primary and secondary 
versions of the limited use logo 
can be used in applications 
where size restrictions render the 
Māori wording illegible.
Application of the limited use 
logo should be decided in 
conjunction with Marketing 
Services, with sign-off from the 
Marketing Manager.
04
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ARA BRAND SPECIFICATIONS MANUAL
1.2
Logo
Primary logo: Restricted use
Restricted use
The restricted use version of the 
Ara logo comprises the triangular 
motif and the Ara name, with no 
Secondary logo: Restricted use
‘Institute of Canterbury’ or Māori 
wording.
The primary and secondary 
versions of the restricted use 
logo can be used in applications 
where size restrictions render the 
‘Institute of Canterbury’ and 
Māori wording illegible, or for 
other ‘special’ applications.
Application of the limited use 
logo should be decided in 
conjunction with Marketing 
Services, with sign-off from the 
Marketing Manager.
05
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ARA BRAND SPECIFICATIONS MANUAL
1.3
Logo
Primary logomark
Primary logomark: Limited Use
Primary logomark: Restricted Use
Minimum size
5mm
To ensure legibility, all formats 
and versions of the Ara logo 
12mm
have been assigned mimimum 
14mm
sizes for application.
No Ara logo should be used 
smaller than the the sizes shown 
Secondary logomark
Secondary logomark: Limited Use
Primary logomark: Restricted Use
on this page.
12mm
24mm
28mm
06
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ARA BRAND SPECIFICATIONS MANUAL
1.4
Logo
Primary logo
Primary logo: Limited Use
Primary logo: Restricted Use
Clear space
To allow the Ara logo to sit 
comfortably with other content, 
a minimum clear space 
requirement as been applied.
The minimum clear space 
required around the Ara logo 
Secondary logo
Secondary logo: Limited Use
Secondary logo: Restricted Use
at all times is equivilant to the 
width of the lowercase ‘a’ of the 
word Ara.
Please note: The clear space 
detailed on this page is a 
minimum requirement. Larger 
clear space areas may be used 
where appropriate.
07
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ARA BRAND SPECIFICATIONS MANUAL
1.5
Logo
Rearranging the elements
Changing the size of elements
Changing the colour of elements
Rotating the logo
Misuse
To ensure integrity and 
consistency, all versions of the 
Ara logo must remain unaltered 
at all times.
Using the motif by itself
Using the logo too small
Placing a box around the logo
Using low resolution artwork
Shown on this page are common 
examples of logo misuse. None 
of these formats are acceptable 
reproductions of the Ara logo.
Replacing the ‘A’ with the ‘motif’
Adding elements to the logo
Compressing or stretching the logo
Using the wrong colour format
08
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ARA BRAND SPECIFICATIONS MANUAL
1.6
Logo
Triangle placement
Portrait logo placement
Horizontal logo placement
To allow the Ara logo to sit 
comfortably within the white 
base of motif
triangle, a recommended clear 
space has been applied.
The clear space recommended 
around the Ara logo is equivilant 
to the width of the lowercase ‘a’ 
of the word Ara.
base of motif
Please note: To create the clear 
space required between the 
motif and angle of the triangle, 
the lowercase ’a’ needs to line up 
with the base of the motif..
09
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ARA BRAND SPECIFICATIONS MANUAL
2.0
Colour
Deep Spring
Blue
Pallette
PMS 7699
PMS  2389
C60  M0  Y0  K70
C65   M15  Y15  K0
R12  G88  B110
R80  G172  B200
The Ara colour palette is made up 
of various hues of blue and green.
Deep Green - Brand
Mid Green
Seven colours (with black and 
white) have been assigned for the 
PMS  2223
PMS  319
basis of all marketing material.
C100  M20  Y30  K35
C55  M0  Y30  K0
R0  G106  B124
R109  G200  B191
Deep green is the brand colour 
and aqua is the colour used for 
recruitment. 
Dark Green
Light Green
PMS  2220
PMS  2254
C80  M20  Y30  K0
C25  M0  Y30  K0
R0  G156  B173
R193  G225  B193
Aqua - Recruitment
PMS 2218
C70  M0  Y30  K0
R39  G189  B190
10
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ARA BRAND SPECIFICATIONS MANUAL
2.1
Colour
Full colour
Single colour: Deep spring
Logomark 
CMYK
PMS 7699
colour formats
RGB
C60  M0  Y0  K70
R12  G88  B110
The Ara logo can be used in 
four different colour formats: Full 
colour, single colour (deep spring), 
black or white. The logo can used 
Black
White
on light or dark backgrounds.
PANTONE Black
White
C0 M0 Y0 K100
C0  M0  Y0  K0
R0 G0 B0
R255  G255  B255
11
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ARA BRAND SPECIFICATIONS MANUAL
3.0
Typography
Stag is the Ara primary typeface and should be used on all external printed material. It is available in a range of 
Primary typefaces
weights with Māori characters allowing for effective contrast and flexibility across a range of design applications. 
This unique typeface adds a sense of freshness and recognisability to the Ara brand.
The typeface family ‘Stag’ has 
Stag Sans Light 
abcdefghijklmnopqrstuvwxyz
been assigned to the Ara brand 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
with both serif and sans serif 
options available. These are 
detailed below with each weight 
Stag Sans Book
abcdefghijklmnopqrstuvwxyz
having an italic option.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Stag Sans: 
Stag Sans Light 
Stag Sans Medium
abcdefghijklmnopqrstuvwxyz
Stag Sans Book 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Stag Sans Medium 
Stag Sans Semibold  
Stag San Semibold
abcdefghijklmnopqrstuvwxyz
Stag Sans Bold 
Stag Sans Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Stag Sans Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Stag Sans Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12
CONTROLLED DOCUMENT: SECTION CREATED, APRIL 2017. 
For any questions regarding the Ara Brand Specifications Manual, please contact the Ara Creative Studio Manager.
ARA BRAND SPECIFICATIONS MANUAL
3.0
Typography
Stag is the Ara primary typeface and should be used on all external printed material. It is available in a range of 
Primary typefaces
weights with Māori characters allowing for effective contrast and flexibility across a range of design applications. 
This unique typeface adds a sense of freshness and recognisability to the Ara brand.
The typeface family ‘Stag’ has 
Stag Light 
abcdefghijklmnopqrstuvwxyz
been assigned to the Ara brand 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
with both serif and sans serif 
options available. These are 
detailed below with each weight 
Stag Book
abcdefghijklmnopqrstuvwxyz
having an italic option.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Stag: 
Stag Light 
Stag Medium
abcdefghijklmnopqrstuvwxyz
Stag Book 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Stag Medium 
Stag Semibold  
Stag Semibold
abcdefghijklmnopqrstuvwxyz
Stag Bold 
Stag Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Stag Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Stag Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
13
CONTROLLED DOCUMENT: SECTION CREATED, APRIL 2017. 
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ARA BRAND SPECIFICATIONS MANUAL
3.1
Typography
Stag is the Ara primary typeface and should be used on all external printed material. Due to licensing restrictions, we are 
Word processing
unable to use Ara for our word processing requirements. We have selected these readily available cross platform typefaces. 
Arial (san serif) to be used for all word processing requirements and Calibri (san serif) for all typed correspondence and 
typefaces
electronic communication. To retain consistency across our publications and correspondence, only use these typefaces.
Due to licensing restrictions, 
Arial Regular
abcdefghijklmnopqrstuvwxyz
the use of the ‘Stag’ family of 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
typefaces is limited to marketing 
and corporate applications.
Arial Regular Italic
abcdefghijklmnopqrstuvwxyz
The Arial family of typefaces is 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
available for all word processing 
requirements. 
Arial Bold
abcdefghijklmnopqrstuvwxyz
Body copy: 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Regular 
Arial Regular Italic 
Arial Bold Italic
abcdefghijklmnopqrstuvwxyz
Headings and highlight text: 
Arial Bold 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Bold Italic 
Arial Black
Arial Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
14
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ARA BRAND SPECIFICATIONS MANUAL
3.2
Typography
Stag is the Ara primary typeface and should be used on all external printed material. Due to licensing restrictions, we are 
unable to use Ara for our word processing requirements. We have selected these readily available cross platform typefaces. 
Electronic 
Arial (san serif) to be used for all word processing requirements and Calibri (san serif) for all typed correspondence and 
communication 
electronic communication. To retain consistency across our publications and correspondence, only use these typefaces.
typefaces
Calibri Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Due to licensing restrictions, 
the use of the ‘Stag’ family of 
typefaces is limited to marketing 
Calibri Regular Italic
abcdefghijklmnopqrstuvwxyz
and corporate applications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Calibri family of typefaces 
is available for all electronic 
Calibri Bold
abcdefghijklmnopqrstuvwxyz
communication requirements. 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Body copy:
Calibri Bold Italic
abcdefghijklmnopqrstuvwxyz
Calibri Regular 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Calibri Regular Italic 
Headings and highlight text: 
Calibri Bold 
Calibri Bold Italic
15
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ARA BRAND SPECIFICATIONS MANUAL
3.3
Typography
Date format:
Common usage
Day, date month year 
Tuesday, 21 August 2012
Time format:
Single number only, no gaps between number and time of day. 
9am-4pm, 10am, 12pm
Use a full stop (not a colon) for ‘past the hour’ times. 
10.30am
Number format:
The correct use of formats and 
Numbers under 10 are written as words. 
one, two, three
typographical layout will help to 
Numbers 10 and above are written as numbers. 
11, 20, 50, 100
maintain consistency throughout 
Try to keep a number with its meaning if it falls at the end of a line, Use a non breaking space. 
25 years, 100 people.
the broad range of Ara collateral.
Name format:
Try not split a person’s name if it falls at the end of a line in a paragraph; use a soft return or 
Mrs Jane Brown 
non breaking space to keep the whole name together.
This also applies to ‘New Zealand’. 
New Zealand
Programme names:
Refer to qualifications using their full name, or describe them as a ‘programme’.  
Do not refer to a qualification as a ‘course’. 
Level must be spelt in full with a capital L, and not be placed in brackets when used in  
Certificate in Carpentry Level 3 
conjunction with a qualification.
Study area names:
When used in general copy, study areas should not have a capital letter 
engineering, cookery, agribusiness
Avoid commas before a conjunction like but or and.
Only one space is required after a full stop.
Avoid widows and orphans.
Single lines of a paragraph at the bottom or top of a page aim for two lines together.
Also single words on a line at the end of a paragraph; aim for two words together.
We do not use the Oxford comma.
16
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ARA BRAND SPECIFICATIONS MANUAL
4.0
National Schools
NASDA
Primary use
NASDA
National Academy 
NASDA and the New Zealand 
of Singing & 
Broadcasting School sit outside 
traditional naming conventions 
Dramatic Art
as they are both national 
academies with significant 
brand equity.
Primary use is for alll printed 
Limited use
material with the limited use 
option available for digital 
spaces only.
NASDA
17
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ARA BRAND SPECIFICATIONS MANUAL
4.1
National Schools
NZBS
Primary use
New Zealand 
NASDA and the New Zealand 
Broadcasting 
Broadcasting School sit outside 
traditional naming conventions 
School
as they are both national 
academies with significant 
brand equity.
Primary use is for alll printed 
Limited use
material with the limited use 
option available for digital 
spaces only.
NZBS
18
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For any questions regarding the Ara Brand Specifications Manual, please contact the Ara Creative Studio Manager.