forreferenceGIROBNCampaignGuideAugust2013.pdf

ON BIN NIGHT
GET IT RIGHT

CAMPAIGN GUIDE 2013

2 Get it Right on Bin Night – Campaign style guide

The ‘Get it Right on Bin Night’ program was developed by
Sustainability Victoria in collaboration with the Metropolitan
Regional Waste Management Group and metropolitan
Melbourne’s municipal councils. The goal was to raise
awareness about the benefits and ease of household recycling
and to assist Victorians to improve their recycling habits.
The program will continue to build momentum in 2013
in Melbourne and is being extended into regional Victoria.

With all of Victoria’s 79 councils’ support, we hope to extend
the program’s reach so that together, we can deliver clear
and compelling messages that will make a positive difference
to recycling behaviours. We hope this style guide offers
your team some helpful information to assist the process.

Introduction Key contacts
This guide outlines how you can support local delivery of
the campaign and the resources that you can access – both
during the statewide campaign and after the campaign.

We’d love to hear about how you plan to implement the campaign
and how we can assist you to use the campaign resources.

Use of Get it Right on Bin Night Resources requires sign
off from SV and in accordance with the Terms of Use for the
Partner Login area (secure electronic file storage). Please give us
a call to discuss how you would like to use Get it Right on Bin Night.

Use of campaign materials and the campaign logo

Kellie Watson – Campaign Lead

Sustainability Victoria
Phone: 8626 8815
Email: [email protected]

Jodie McQueen – Communications Officer

Metropolitan Waste Management Group
Phone: 8698 9828
Email: [email protected]

Program Support and local projects

Sarah Gorman – Program Leader Get it Right on Bin Night

Sustainability Victoria
Phone: 8626 8743
Email: [email protected]

3 Get it Right on Bin Night – Campaign style guide

CONTENTS

Introduction 2

Key contacts 2

CAMPAIGN OVERVIEW 4

SUPPORTING HOUSEHOLDS TO
GET IT RIGHT ON BIN NIGHT 5

Introduction 5

Key messages 5

Audience 5

STATEWIDE CAMPAIGN – CHANNELS 6

Metro & Regional 6

Social Media

Radio

PRESS 7

TELEVISION 8

ONLINE 10

SOCIAL MEDIA & RADIO 11

Social Media 11

Radio 11

SUPPORT THE CAMPAIGN 12

Local Campaign Delivery 12

During the Statewide Campaign 13

After the Statewide Campaign 15

CAMPAIGN RESOURCES 17

CAMPAIGN RESOURCES 18

USING THE LOGO 19

Incorrect usage 21

LOGO USE – WITH COUNCIL LOGO 22

Print application 22

Magnet application 23

Incorrect usage 24

WEB ADVERTISEMENTS &
COUNCIL NEWSLETTERS 25

TYPOGRAPHY & COLOUR 26

TYPOGRAPHY 27

Primary set 27

Secondary set 27

Typography application 28

COLOUR PALETTE 29

ICONS & IMAGES 30

ICONS – RECYCLING 31

IMAGE LIBRARY 33

COLLATERAL EXAMPLES 35

COUNCIL RECYCLING PUBLICATIONS 36

A5 CALENDAR 37

WASTE COLLECTION GUIDE INSERTS 38

REGIONAL COUNCIL EXAMPLES 39

A4 FACT SHEET 40

POSTERS 41

CALD RESOURCES 42

Vietnamese 42

Mandarin 43

Arabic 44

ON BIN NIGHT
GET IT RIGHT

CAMPAIGN OVERVIEW

5 Get it Right on Bin Night – Campaign style guide

SUPPORTING HOUSEHOLDS TO GET IT RIGHT ON BIN NIGHT

Introduction
The Get it Right on Bin Night campaign aims to increase
recycling rates by Victorian households. Phase A of the
campaign commenced in metropolitan Melbourne in
May 2012. The statewide campaign will be launched
on 15 August 2013 and cover both metropolitan
Melbourne and regional Victoria.

The statewide campaign will cover press, radio,
online advertising, regional television and social media
to further drive the campaign online.

Key messages
The campaign messages are based on research conducted
into household recycling behaviour. The research identified that
many people do not recycle beyond the kitchen. Evaluation
conducted after the first phase of the campaign identified that
there was a need for messaging to be more specific on some
of the items that can be recycled. The campaign messaging
has been developed to increase the recycling rates of items
from every room of the house, specifically items from the
laundry and bathroom such as aerosol cans, plastic soap
and shampoo bottles and cleaning product bottles.

– Recycle right in every room

– Recycle from the bathroom

– Recycle from the laundry

– Don’t put your recycling in plastic bags.

Audience
The audience for the campaign is 30–39 year olds (primary)
and 40–49 year olds (secondary).

Additional audiences include Chinese, Vietnamese,
Arabic speaking and Indian communities.

6 Get it Right on Bin Night – Campaign style guide

STATEWIDE CAMPAIGN – CHANNELS

Table 1 Campaign Channels

Television
� Regional Victoria
� 15 second ad – top and tail ad breaks
� Five week run

Press – Metro
� Leader group – 33 local newspapers
� ¼ page ad over four weeks
� Four ads, one message featured each week

Press – Regional

� Victorian Country Press Association –
58 community newspapers

� ¼ page ad over four weeks
� Four ads, one message featured each week

Radio

� 30 second ads for CALD audiences:
� Arabic speaking community
� Vietnamese community
� Chinese speaking community
� Indian communities (English speaking)
� Metro and regional radio – week 2 of campaign
� Live read, 30 second script

Online
� Online banner ads – Age, Herald Sun online,

Yahoo7 and NineMSN
� GIROBN Website (existing)

Social media

� Facebook campaign
� Twitter
� Youtube
� Blogs

Metro & Regional
The campaign will use a number of channels – TV
(regional Victoria only), press, radio and online advertising.
In addition there will be a tailored social media campaign
covering Facebook, Twitter and Youtube.

7 Get it Right on Bin Night – Campaign style guide

The press campaign will use 33 local newspapers in
metropolitan Melbourne and 58 newspapers in regional
Victoria, the press campaign will begin in week two of the
campaign and run for four weeks. The press campaign
will feature a new campaign message each week.

PRESS

Press Ad 1
Don’t put recycling in plastic bags

Press Ad 2
Recycle from the bathroom

Press Ad 3
Recycle from the laundry

Press Ad 4
Recycle right in every room

8 Get it Right on Bin Night – Campaign style guide

TELEVISION

The TV campaign will feature two 15 second ads; Recycle
right from every room and Keep recycling out of plastic bags.
The TV ads will screen on WIN TV, PRIME, TEN and SBS
in regional Victoria from Thursday 15 August and run for
six weeks.

TV Ad 1
Recycle right in every room

9 Get it Right on Bin Night – Campaign style guide

TELEVISION

TV Ad 2
No plastic bags

10 Get it Right on Bin Night – Campaign style guide

ONLINE

The online campaign will cover The Age and Herald Sun news
sites, Yahoo7 and NineMSN. In addition targeted advertising
will be placed on Facebook, appearing on the pages of
people in the target group. These ads will link to the campaign
Facebook page and promote the social media campaign.

Web Ad 2
Skyscraper

Web Ad 1
Leader Board

Web Ad 3
Tile

11 Get it Right on Bin Night – Campaign style guide

SOCIAL MEDIA & RADIO

Social Media
We’d like to get more people talking about Get it Right on
Bin Night! To help this along, the social media campaign
will feature a new take on the campaign imagery –
Meet The Recyclables. They’re your recyclables from your
bathroom, kitchen and other rooms in your home, but
reworked for social media. The creative and messaging has
been designed to encourage greater ‘share-ability’ to extend
the reach of the campaign online, while creating something
unique for social media users.

The Facebook campaign page will introduce
the Recyclables via a series of comic strips and
feature a new Facebook competition.

A radio campaign will run in week two of the campaign,
featuring a 30 second live read, the ads will run on major
metro Melbourne and regional radio stations. These
ads are also an opportunity to link the ads to the social
media campaign.

Audiences from CALD backgrounds will be reached via radio
ads placed on a number of radio stations featuring programs
for Chinese, Vietnamese, Arabic speaking and Indian
communities. These will run over the length of the campaign.

Radio

12 Get it Right on Bin Night – Campaign style guide

Local Campaign Delivery
There are a number of ways that councils and regional waste
management groups can be involved in delivering Get it Right
on Bin Night, both during the statewide campaign and after
the statewide campaign:

During the statewide campaign

Councils and regional waste management groups can support
the statewide campaign from 15 August – 22 September
through placing banner ads on council websites, following the
campaign in social media and via local media engagement.

After the statewide campaign

After the statewide campaign councils and regional groups
can deliver a local Get it Right on Bin Night campaign, using
the range of resources provided and channels dependant on
local needs and resources.

Community engagement projects

In addition, Sustainability Victoria is developing a community
engagement toolkit for councils and regional groups to
implement local engagement projects in the coming months.

SUPPORT THE CAMPAIGN

13 Get it Right on Bin Night – Campaign style guide

During the Statewide Campaign
Use the Get it Right web ads
on your council websites

Placing Get it Right on Bin Night web banners and images
on your council front page and web pages is a great way
to support the campaign.

Ads are available in three sizes:

– 300 x 250 pixels

– 728 x 90 pixels

– 160 x 600 pixels

Images can link through to the Get it Right website
or the waste and recycling pages of your website.

There are four versions available – each with a different
message. By placing a new image on your website each
week you can implement your own campaign to match the
roll out of the local press advertising or use them as part of
delivering a local campaign after the statewide campaign.

‘Like’ & follow ‘The Recyclables’ in social media

You can be part of the campaign by linking with the Twitter
and Facebook accounts during the campaign. Retweet The
Recyclables tweets, like and share posts on Facebook and
take the Wheelie Wiz quiz! You can also undertake your own
polls and discussions to get the conversation going on recycling
with your social media users.

Facebook – www.facebook.com/RightOnBinNight

The Facebook page will introduce The Recyclables
and feature a new Facebook quiz.

You can also be part of the social media campaign:

– Promote the Facebook quiz via your website
and council Facebook and Twitter accounts.

– Like, share and comment on the Facebook posts and join
in the conversation or start a conversation by making a
comment or asking a question of your community when you
share a post, encourage your followers to do the same.

– Encourage your councillors and staff with a Facebook
account to complete the Recyclables quiz and share
it amongst their networks.

Twitter – @onbinnight

Support the campaign by retweeting posts from @onbinnight or
writing your own based on the campaign themes. We encourage
you to share and use the resources from our tweets such as links
and graphics if you do create your own tweets. If you do retweet
or develop your own posts we ask that you include the hashtag
#onbinnight. A weekly tweet schedule will be sent to all council
social media contacts each week of the campaign. There will
be a different campaign message every week.

Local media engagement – Week 3 of the campaign

As part of the campaign we are inviting councils and regions to
promote a local media story during week three of the campaign.
This is a chance to promote the campaign locally while benefiting
from the increased focus on recycling provided by the statewide
campaign. Customise the release provided and hold a photo
opportunity for the local media – focus on increasing the recycling
of items from the laundry and bathroom or invite the local media
to meet The Recyclables! Alternatively develop your own media
release about a local recycling issue that can help households
to Get it Right on Bin Night. If you do not use the release during
week three, the shell media release can be used as part of your
local delivery of Get it Right on bin Night after the campaign.

SUPPORT THE CAMPAIGN

14 Get it Right on Bin Night – Campaign style guide

Summary Table:
Supporting the
Statewide campaign

SUPPORT THE CAMPAIGN

Channel Activity Timing Resources

Council
website

� Place GIROBN web ads on your council website – linked to
GIROBN website/Facebook

� Four ads are available for each of the campaign messages – use a
different ad each fortnight to have an eight week online campaign.

� OR choose the message that matches your needs

During the
campaign
or after the
campaign

Web ads are available in three sizes:
� 300 x 250
� 728 x 90
� 160 x 600

Available from the website

Social
media

� Use your council social media accounts to link with GIROBN
via Facebook, Twitter and Youtube

� Retweet posts from @onbinnight or develop your own
� Complete the Facebook quiz and share and like posts
� Ask your staff and councillors to complete the Facebook quiz

and promote campaign via networks.

During the
campaign
and ongoing

� Tweet schedule weekly
� Facebook quiz online 15/08/13

Local media

� Local media story – The Recyclables.
� Engage with the local media to promote local recycling stories.
� Hold a photo opportunity with some recyclables.
� Talk to council PR and communications staff for story ideas

that match your local needs or tailor the supplied media release
to your local issues.

Week
three of the
campaign

Sample media release

15 Get it Right on Bin Night – Campaign style guide

After the Statewide Campaign
Use Get it Right on Bin Night branding
in your recycling communications

There are a number of templates available for councils to use
to promote Get it Right on Bin Night in their council recycling
communications such as waste calendars, brochures, fridge
magnets and inserts.

These use campaign imagery and the GIORBN style
and are available for councils to use.

Examples:

– Nillumbik Calendar (images)

– Casey DL insert (images)

– Wangaratta newsletter addition – A4 page (icons)

These can be customised depending upon your
specific communication needs.

The craft background, logo and layout must remain unchanged.

If you’d like to use the material, please give us a call.

When using the Get it Right logo and design materials sign
off from SV is required on draft artwork before printing.

Feature a recycling story in your newsletters
and news columns

Use in-house publications and news columns to feature a
recycling story or some of the campaign creative. Some of
The Recyclables creative can also be used in your publications
after the campaign.

Short articles can feature the need to Recycle from every room,
items that can be recycled from the kitchen and bathroom,
items that collected materials are made into and why plastic
bags are an issue for recycling collections.

A selection of short articles is available in the campaign guide.

Use campaign collateral in your local campaigns

A limited number of posters are available for councils to use in
local campaigns in regional Victoria. Two versions of an A2
sized poster is available – Don’t put recycling in plastic bags
and Recycle right from every room. Please contact SV if you
would like posters for your local campaigns.

Get it Right on Bin Night signage for
recycling trailers and recycling trucks

Concept artwork for recycling trailers and recycling trucks
featuring the Recycle Right from Every Room message is
available from SV. Artwork needs to be modified depending
on your specifications. Placement costs are not covered by SV.

Get it Right on Bin Night ads in your local media

Councils or groups may like to place campaign ads in local
media as part of a local campaign. This can be carried out after
the statewide campaign and requires sign off from SV. These ads
can be co-branded with your council/region logo – no other
modifications can be made to the artwork. If you plan on placing
local ads please talk to SV in advance about your requirements
and how we can support your campaign.

Television ads and video

Three 30 second TV ads as well as a short film on the recycling
process can be used to support information sessions, in council
foyers and at community events. Ads and videos are available
on the YouTube Channel and can also be made available to
councils on DVD. The TV ads cannot be modified in anyway.

SUPPORT THE CAMPAIGN

16 Get it Right on Bin Night – Campaign style guide

SUPPORT THE CAMPAIGN

Channel Activity Timing Resources

Council
newsletters
& news
columns

� Use your council newsletters to promote local recycling stories or
� Place one of the GIROBN ads in your newsletters or in your column
� Focus on the one of the campaign messages most applicable to

your local issues.

During the
campaign
and ongoing

� Sample local stories are provided
in the kit

� Smaller version of the ad work is available.
(see page 25; and available on website.

Council
recycling
publications

� Use GIROBN branding for your council recycling guides and calendars.
� Artwork is available for calendars, inserts and flyers.
� An extensive image library is also available for recyclables,

waste and green waste – both photographs and icons.

During the
campaign
and ongoing

� Examples are included in page 36
of this guide.

� Indesign templates for calendars
and flyers are available, ready for
use on the website. (2014 calendar
available in September)

Posters

� Place posters at council centres, local community centres
and libraries. Two versions available:

� Recycle from every room
� Don’t put recycling in plastic bags

During the
campaign
and ongoing

Hardcopy posters available from SV
(limited numbers, regional councils only)

Local media

� Engage with the local media to promote local recycling stories
� Hold a photo opportunity with The Recyclables.
� Talk to council PR and communications staff for story ideas that match

your needs or tailor the supplied media releases to your local issues.

After the
campaign

Develop your own media releases
or use the shells provided. Available on
the website.

Local
advertising

� Place GIROBN ads in your local newspapers.
� Run the four campaign ads or choose the message most applicable

to your local issues.
� Ad can include council or RWMG logo.

After the
campaign

� Four ads are available and
feature the campaign guide.

� For artwork please contact SV.
� Placement costs not covered by SV.

GIROBN
signage

� Signage is available for trucks and trailers with the Recycle
from every room message.

After the
campaign

� For artwork please contact SV.
� Placement costs not covered by SV.

Summary Table:
Delivering a Local
Campaign after the
Statewide Campaign

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CAMPAIGN RESOURCES

18 Get it Right on Bin Night – Campaign style guide

There are a range of resources for councils to use to
support the local delivery of Get it Right on Bin Night.

Use of Get it Right on Bin Night Resources requires sign
off from SV and in accordance with the Terms of Use
for the Partner Login area (secure electronic file storage).
Please give us a call to discuss how you would like
to use Get it Right on Bin Night.

This is a growing suite of resources that we hope to add to
over time based on the needs and feedback from councils
and regional waste management groups.

Most of these resources are available on the partner login
area of the Get it Right on Bin Nigh Website, the remainder
are available directly from SV.

CAMPAIGN RESOURCES

Resources for local delivery
of Get it Right on Bin Night

– Get it Right on bin night logo

– Web ads for council websites

– Mini ads for council newsletters

– Images and icons

– Templates for recycling calendars and brochures

– Television ads – on website and YouTube

– Shell media release and news articles –
on partner area of website

– Short film – on website and YouTube

– Posters – digital and hard copy limited numbers available

– CALD resources – posters and press ads
(from 2012 campaign)

– Fridge magnet, 2012 campaign –
artwork only, customisable

– Artwork for trucks and trailers – contact SV

– Press ads – contact SV

19 Get it Right on Bin Night – Campaign style guide

USING THE LOGO

Clear space

To ensure the GIROBN with url logo is not compromised by
other graphic devices, use the minimum clear space guidelines above.
Use the height of the ‘G’ letter (marked ‘x’) as a proportional measure.
No other elements should breach this area.

50mm

Minimum size

Never use the GIROBN with url logo any
smaller than 50mm in width. This ensures it is
always legible. The minimum font size for the
url is 6pt.

The success of the GIROBN campaign relies upon a consistent
and high standard of implementation of the logo throughout the
organisation, from powerpoint slides to outdoor signage.

It is essential that when the logo is reproduced, its integrity
remains intact. The logo must be applied consistently to all
Council produced communications.

As a rule for the GIROBN URL is to accompany the GIROBN
logo. However it can be separated where the URL can be
clicked through to the website.

The letterforms work together to create a seamless piece:

– of typography and they should never be separated or

– altered in any way.

Always use the electronic master identity artwork.

When referring to the title of the campaign please use —
Get it Right on Bin Night — with capital G R B and N.

X

X

ON BIN NIGHT
GET IT RIGHT

1.5

1.5 X

X

ON BIN NIGHT
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www.getitrightbinnight.vic.gov.au

ON BIN NIGHT
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www.getitrightbinnight.vic.gov.au ON BIN NIGHT
GET IT RIGHT

www.getitrightbinnight.vic.gov.au
.5

20 Get it Right on Bin Night – Campaign style guide

USING THE LOGO

Solid url logo
The solid url logo can
be used in all marketing
communications. The logo
should always appear on
solid white, craft or black
backgrounds.

Black rectangle url logo
In the event that the logo
must be used on a coloured
background please use the
reversed url logo in the black
rectangle.

On white background

The GIROBN url logo is always to
appear in black when reproduced
positively.

On black background

When reversed out of black, the logo
should appear in white.

On craft background

When reversed out of the craft
background, the logo should appear
in black.

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www.getitrightbinnight.vic.gov.au

ON BIN NIGHT
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www.getitrightbinnight.vic.gov.auwww.getitrightbinnight.vic.gov.au

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www.getitrightbinnight.vic.gov.au

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21 Get it Right on Bin Night – Campaign style guide

USING THE LOGO

Incorrect usage

Please note that the logo must
not be reset or reshaped or
recoloured. If your version of
the logo does not appear in
the logo usage section in this
document it is incorrect. Here
are some examples of how not
to use the logo.

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Don’t change background

The white logo can only be reproduced
on a solid black background.

No cropping

The logo is always to be viewed in its
entirety with appropriate clear space.

No additional colours

Do not change the colour of the logo
in anyway.

Don’t separate elements

The text and graphics work as a whole
and are never to be placed apart.

No changing proportions

Never stretch the logo vertically or
horizontally.

No visuals underneath

Never place the logo over any other
images, photos or illustrations.

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Incorrect usage

22 Get it Right on Bin Night – Campaign style guide

LOGO USE – WITH COUNCIL LOGO

Print application
When applying a council logo use the minimum clear space
guidelines below. Use the height of the ‘G’ letter (marked ‘x’) as a
proportional measure. No other elements should breach this area.

The council logo is always to be positioned in the left hand
corner. The SGV logo always sits in the bottom right hand corner
offset in the corner by the proportions in the sample below.

Preferably use a reversed out white council logo, alternatively use
a black logo contained in a white box. Avoid using colour logos.

X

ON BIN NIGHT
GET IT RIGHT

X X
X

X

1.5

X

X
3X

3X

X

23 Get it Right on Bin Night – Campaign style guide

LOGO USE – WITH COUNCIL LOGO

X

ON BIN NIGHT
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2X

1.5X

When applying your council logo to the magnet design,
the logo is to be positioned on the left hand side of the State
Government Victoria logo. Using clearspace guidelines below
to ensure consistency. If the council logo is wider than example
provided, the SGV logo can be moved to the right within the
guideline border below.

Magnet application

24 Get it Right on Bin Night – Campaign style guide

Incorrect usage

LOGO USE – WITH COUNCIL LOGO

Incorrect usage
Always use the reversed white
council logo, alternatively a black
logo contained within a white box.

Here are some examples of
how not to use the logo.

Council Logo usage
Please make sure that the
council/region logo is in line with
the Victorian Government logo.
Council logo is to be positioned
to the left hand side of the State
Government logo at all times.

Not inline with the GIROBN logo

The council logo must be aligned with the
SGV logo in the left hand side when used
in print collateral. (refer to pg 16).

Don’t interfere with the SGV logo

Never place the council logo over the SGV
logo or too close to it. (refer to pg 18).

Not on the right hand side

Council logo must be positioned on the
left of the SGV logo. (refer to pg 17).

Avoid inconsistent sizing

The council logo is to be balanced and
in proportion with the SGV logo.
(refer to pg 19).

25 Get it Right on Bin Night – Campaign style guide

Councils and regional waste management groups can use
the web advertisements for websites both during and after the
statewide campaign. There are four ads available in three
different sizes.

In addition a set of the ads has been created for print
applications to be used in newsletters and council news pages
to go along side a Get it Right on Bin Night story or on their
own as a way of reinforcing the campaign messages.

Please ensure the logo appears no smaller than
50mm in width as per style guide instructions.

WEB ADVERTISEMENTS & COUNCIL NEWSLETTERS

Newsletter Ad 1
Don’t put recycling in plastic bags
100% of actual size

Newsletter Ad 3
Recycle from the laundry

Newsletter Ad 4
Recycle right in every room

Newsletter Ad 2
Recycle from the bathroom

ON BIN NIGHT
GET IT RIGHT

TYPOGRAPHY & COLOUR

27 Get it Right on Bin Night – Campaign style guide

TYPOGRAPHY

FUTURA EXTRA BOLD UPPERCASE
Futura extra bold uppercase can be used for headlines and large display copy

Futura DemiBold
Futura Demibold uppercase can be used for phone number URL and body copy

Futura Medium
Futura Medium can be used for large sized headings and display copy
Phone numbers and additional information

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

Primary set

Secondary set Arial Black
When Futura Extra bold is not available Arial Black should be applied.

Arial Bold
When Futura Demi bold is not available Arial Bold should be applied.

Arial Regular
When Futura Medium is not available Arial Regular should be applied

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

28 Get it Right on Bin Night – Campaign style guide

TYPOGRAPHY

URL
14 pt Futura Demi Bold
17 pt leading

Call to action
14 pt Futura Medium
17 pt leading

Typography
application
All advertising collateral use FUTURA EXTRA BOLD
uppercase as the headline font. Futura Demi Bold is
the body copy font and url font. Futura medium is used as
the call to action. Please ensure this typography hierarchy
is followed.

Headline
43 pt Futura Extra Bold
52 pt leading

Body copy
18 pt Futura …