This manual has been created to help ensure that our brand and identity are implemented correctly and consistently.
Welcome
With community service programs dating back to 1870, Anglicare Southern Queensland is one of Queensland’s most experienced providers of ‘all of life’ services, with program spanning across aged care, foster care, housing & homelessness, family support, counselling and youth support.
With a long history of steadfast service to the community, how we distinguish Anglicare Southern Queensland is important – from consistent use of our logo and colours, to the way we write about our services and the images we use to tell our clients’ stories.
The purpose of this guide is to ensure that the visual direction of Anglicare is maintained to the highest standard. The integrity of the brand relies strongly on the consistent and accurate application of its visual material across all mediums.
This Brand and Language Style Guide will help each and every one of you celebrate the incredible work Anglicare does and bring the Anglicare experience to life, today, tomorrow and together.
* Any departure from these guidelines requires express permission from the Anglicare Marketing Team.
What is a brand?
A brand is the sum of every single impression that our customers and clients have as a result of their interactions with our organisation. It’s the experience that is left in their hearts and minds after they have interacted with us. It’s how people will remember us.
There is no internal or external brand. There is just brand, and we are all custodians of our brand.
Whenever, and however, our customers and clients are interacting with us, they should enjoy a consistent experience that is positive and welcoming.
Our logo is shorthand for the promise we make to them.
About us
For more than 150 years, Anglicare Southern Queensland has met worry and fear with hope and care. We have continued to adapt and evolve, from our humble beginnings in 1870 as a women’s refuge, to providing services and support for young people, families and the elderly in our community.
We challenge and innovate, embrace the power of individualised care; strive to connect and reduce social isolation; and provide facilities and programs to promote greater accessibility and efficiencies. With the strength of our dedicated staff, partners and supporters, we will continue to make a positive difference in the lives of others.
Connecting with people at every stage of their life journey — responding with love, care, hope and humility.
Our audience
Every member of our target audience helps to form the Anglicare Southern Queensland brand and shape its personality and vision.
Clients
These are the end-users of our services – individuals, families and communities in need of care and support.
They come from many different backgrounds and require many different services. They want to improve their lives but need support to do this.
Connectors
These are the family and friends that care for and provide support to our clients. They have a profound influence on them (especially when they are in need of care) and are often the decision makers for the client.
Referrers
These are the healthcare practitioners, government support providers, social workers and members of local churches who provide referrals to Anglicare Southern Queensland for clients they are unable to support.
Employees, volunteers and ambassadors
Our employees include everyone who works with and for Anglicare Southern Queensland. They are our eyes, ears, and voice, and they are fully invested in our vision.
With a 150-year history of care and support behind them, almost 4,000 dedicated staff, volunteers and ambassadors make all the difference in delivering support for our clients.
Supporters, donors and partners
As a not-for-profit organisation, Anglicare Southern Queensland needs care and support too. Our supporters, donors and partners provide us with the support we need to make a difference in the lives of others.
Anglicare Southern Queensland would not be able to deliver many of our services without them.
This manual contains a number of sections featuring current brand assets and details on how to apply them.