Labour Maori Style Guide

Labour Māori style guide. © New Zealand Labour Party Authorised by Dianna Lacy, 160 Willis St, Wellington

2

Labour Māori style guide A style for Māori Speaking Our Māori MPs have a new look, designed The scheme uses simple bold colours directly to to give Māori a strong and distinctive voice and shapes to frame Labour Māori Māori. within Labour. communications respectfully and clearly. 3 Black has significant cultural and aesthetic The Labour logo is extended to form a significance for Māori, and it is proudly new sublogo which heads a set of design featured alongside Labour’s red for the first appendages to the central brand. This time. guide will detail those additions and how to use them effectively.

Labour Māori style guide 1A | Principle version (three-tone) Logo 1B | Secondary version (PMS 485) Using the logo 1C | Principle version (two-tone) correctly. Like the main Labour logo, the Labour Māori logo has three variations for different applications and uses. The principle versions - either three-tone (1A) or two-tone (1C) should be used in the first instance. The single colour red logo (1B ‘Secondary version’) should be used when printing in single colour red. A fourth version - single- colour black - should only be used when producing materials in black and white. As red is a core element to Labour’s brand, we should avoid producing materials that don’t feature red where possible. When setting the logo against the kowhaiwhai device, the negative space in the logo should not be interrupted (see 1C). 4

Labour Māori style guide 2A Logo 2B Using the logo. The logo should feature uniformly and unobscured on all of our communications. As a basic rule, leave a free area no smaller than the size of the ‘o’ in Labour around the entire logo. The logo should be positioned in the bottom right of materials where possible. It can also feature centred vertically, but should never be left-aligned. To position the logo correctly in along the base and right lines, leave exactly half the width and height of the fern brandmark square (as shown in diagrams 2A and 2B). If horizontal space is scant, the logo can be used in its vertical formation (see diagram 2B). 5

Labour Māori style guide 3A Logo 3B Using the logo against photography. When featuring the Labour Māori logo against photography, there are several options to choose between in order to maintain a bold, clean look. The three-tone logo (see 3B) can be used with its white keyline stroke as a margin between the reds and the photograph. This white outline is already included in the artwork file for the logo. The two-tone version of the logo can also be used where legibility is not impeded by the backdrop. A subtle drop shadow or dark outer glow can be applied to aid legibility where needed (see 3A). 6

Labour Māori style guide 4A | Labour Māori Brandmark Logo 4B Labour Māori, in compact form. Labour’s brandmark is embedded within the main logo and can be used on its own when a smaller mark is needed. For Labour Māori communications, a black bar is added to the right (4A). This is exactly 25% the width of the Labour brandmark on its own and shouldn’t be wider or slimmer. The brandmark should be used as an accent on materials that already bear the full Labour Māori branding – never in place of the main logo. Typically the brandmark can be used to accent materials where our brand has already been firmly established with the audience. This element shouldn’t feature larger than it would do if included as part of the full logo (see 4B for real-time example). 7

Labour Māori style guide 5A Typography Expressing MP names, titles and electorates. A common feature of materials are MP names and the electorates they represent or are based in. Names are presented in Stag Semibold with the electorate or title of position immediately underneath in Gotham Medium, using Gotham Bold to highlight electorates. When featured against white, names should be expressed in Labour red with Māori electorates and titles in black (5A, see page 12 for colour specs). 8

Labour Māori style guide 6A Style elements MMeekkaaWhWaitirhi aitiri Blocking out with black. MPMPffoorrIkaIroka-aRārwohitai -Rāwhiti To keep our materials looking clean and +64 4 817 9370 AndrewLittleLabour fresh, setting content against a white [email protected] @AndrewLittleMP background is strongly encouraged. A black vertical strip can be used alongside Parliament Buildings AndrewLittleLabour the left edge - in full or partway along the @AndrewLittleMP height of a material. This should be a solid, +64 4 817 9370Private Bag 18 888 thin stroke no bigger than half the margin’s Wellington 6160 width (6A). [email protected] Parliament BuildingsAuthorised by Andrew Little, Parliament Buildings, Wellington Private Bag 18 888 Wellington 6160 Authorised by Andrew Little, Parliament Buildings, Wellington 9

Labour Māori style guide Style elements Kowhaiwhai Labour’s kowhaiwhai has been It can be used in Labour red and black or re-imagined. It is now more integral – not secondary red if featured against Labour just appended as an afterthought. Like the red. The red variations should not be branding as a whole, it is clean, fresh and featured with transparency. contemporary. Labour’s kowhaiwhai can be used in its outline format along the base of a material. If it interrupts content it can sit behind with a transparency (see page 12 for guidance).

Labour Māori style guide On August 27th 2015, the Māori Party v Style elements 7A made the workplace less safe for Māor Kowhaiwhai. Thousands of Māori who work on farms and Our whānau The kowhaiwhai can also be used as a mOontahdAeeurtghiunesdtwu2os7rttkrhip2el0asc1n5e,oltewhseshMsaaāvfoeerfinoPoraMrrtiāygohvroti.stetdofaor a law thatand expect vertical or horizontal strip. safety rep. rights. o This should not be used in conjunction Thousands of Māori who work on farms and Our whānau have a right to a safe workplace with the outline form (demonstrated on the previous page). osTathfehetryeinredMpu.stārieos nroiwPhaavertnoyr’isghttswto oa MPsaring—dhtesx.Hpeoctnou.r TleeadeUrs rtouprrooteact those In Governme As a general rule, the width or height of the TFhelaMvāoeri lPla,rtMy’sPtwofMoPrs —WHoani.aTerUikruir,oaandIn GMovaerrnmaemnt,aLabFouor xwi,ll pliusttall atworkers the centre strip shouldn’t be any bigger than 1.5x the at the centre of workplace safety. height of the logo. He aha te mea nui o tēnei ao? The kowhaiwhai strip should only feature He Tangata! He Tangata! He Tangata! against white in Labour red or black (as Flavell, MP for Waiariki, and Marama Fox, list He aha te me shown in 7A) He Tangata! MP have compromised our people's healthMP have compromised our people's health and safety and should have voted against and safety and should have voted againstthis law. this law. Authorised by Diana Lacy, 160 Willis St, Wellington Authorised by Diana Lacy, 160 Willis St, Wellington 11

Labour Māori style guide 20% 40% 60% Labour red Style elements PMS 485 | C=0 M=95 Y=100 K=10 Colours. Black As a core brand element, Labour red should feature on all of our 100% Black | C=0 M=0 Y=0 K=100 communications. For Labour Māori communications, black White can be used to accent. Elements such as the kowhaiwhai can be displayed in 0% Black | C=0 M=0 Y=0 K=0 transparencies of 60%, 40% or 20% black if needed. Secondary red The logo should only feature against white, Labour red, black or any of these with PMS 1797 C | C=18 M=100 Y=100 K=9 kowhaiwhai motif. Text should feature in Labour red or black. White should be used as a staple background or for text and elements set against red or photography. 12

Labour Māori style guide Publications Help, assistance and approvals. Electronic templates and resources can be obtained by emailing: [email protected] Please note that the Labour logo cannot be used without clearance. To get your material approved for publication please submit it using the online form here: nzlp.nz/publications-committee Please ensure it is submitted at least three working days before your deadline to allow time for approval and/or revision. For Parliamentary crested materials, approval can be sought by applying to Parliamentary publicity: [email protected] 13