APRA Brand Guidelines 2024 Official Redacted.pdf

OFFICIAL

OFFICIAL
APRA BRAND GUIDELINES
TONE OF VOICE
Tone of voice
What we communicate and how we do it
Depending on the audience, for example when
Honest
APRA’s tone of voice reflects how it wishes to be
addressing employees, its tone may be less formal,
Content written is researched well, is truthful in its
perceived by its stakeholders. Its tone of voice is a
and reflect the warm, inclusive, diverse and collegial
detail, context and data. That content is honest,
key element of its brand.
culture of the organisation, but should be no less
transparent and expresses all relevant facts.
professional and free from jargon - especially in
APRA is an independent statutory authority,
consideration of new starters.
Plain English
accountable to the Australian community through
the Australian parliament. As such, APRA’s
When addressing external stakeholders, APRA
Content is written without jargon, minimising the use
communication needs to reflect its values and be
may want to convey authority, trustworthiness,
of acronyms and is straightforward in its point/s.
credible, clear, consistent, free from jargon, honest
clarity and credibility, but retain accessibility as a
Accessibility and inclusivity
and accessible to all.
guiding principle. This is because accessibility and
keeping the language free from jargon and in plain
Regardless of audience, the language used must
The writing and grammar reference tool to use is
English ensures that our messages and intent
be easily understood by every Australian and in a
the Australian Government Style Manual:
are to easy understand and thus easy to act upon
format that can be accessed by every Australian.
www.stylemanual.gov.au
where required.
For more about file formats and accessibility, talk to
Corporate Affairs.
For more information about accessibility, please
contact Corporate Affairs.
Precise and concise
The language used must be precise and minimise
the use of complicated sentences.
Our purpose
Consider your audience
APRA is Australia’s prudential supervisor, responsible for
Keep your audience context in mind and provide
ensuring that our financial system is stable, competitive
appropriate sources of additional information and
supporting documentation where possible.
and efficient.
4

OFFICIAL

OFFICIAL
S.47E(d)
Section 47E(d)
S.47E(
d)
Section 47E(d)

OFFICIAL
S.47E(d)
S.47
Section 47E(d)
S.47E
E(d)
(d)
S
S.47E(d)
.
4
7
E
(
S.47E(d)
d
)
S.47E(d)
S.47E(d
S.47E(d)
Section 47E(d)
)
S.47E(d)
Section 47E(d)
S.47E(d)
S.47E(d)

OFFICIAL
S.47E(d)

OFFICIAL

OFFICIAL
APRA BRAND GUIDELINES
3.1
3.0 BRAND TOOLKIT
Fonts
Primary – Arial
Arial is the primary font used in
the APRA brand. This font has
been chosen for its balance of
contemporary style, legibility
Arial
and accessibility for print, email,
intranet and the internet whether
abcdefghijklmnopqrstuvwxyz
large or small in size.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial is a time-honoured sans serif font which
remains current for the contemporary landscape
1234567890!@#$%^&*()_+<>?
and provides a sense of confidence in our brand.
It is a standard loaded font on all computers.
This helps retain readability and format due
to its compatibility across all computers when
Arial Regular
sending and receiving written documents
digitally.
Arial Regular Italic
Arial has a family of weights and italics including
regular, regular italic, bold and bold italic. All
weights may be used for collateral.
Arial Bold
For accessibility of documents, font size should
not appear smaller than 8pt (exception on certain
Arial Bold Italic
charts and graphs).
16

OFFICIAL

OFFICIAL
APRA BRAND GUIDELINES
3.7
3.0 BRAND TOOLKIT
Photography
APRA’s style of imagery and photography is natural.
Where possible we use our own subjects, always
represent diversity, and feature real people in real
situations, avoiding clichés.
Section 22
Locations should be Australian and wherever
possible, real. Blurred or abstract professional
images can be used in some instances to add visual
interest.
Our imagery uses cool and neutral tones and should
be visually consistent.
Avoid
Heavily filtered. Exaggerated contrast. Fake,
unrealistic colour. Comic or ‘clip art’ generic stock
images. Unnatural perspective. Subject and
background both out of focus. Too dark or at night.
Unnatural poses. Unhappy, moody person/s. Text
and/or graphics on photographic imagery cannot be
used. Stock imagery should be used sparingly.
The APRA image library is available via the Brand
Hub on the APRAnet.
Key characteristics that we capture
in our photography are:
1.  APRA and finance based
2.  Australian and diverse in culture
3. Light/bright without being artificial
4. With human element and nature
5.  Authentic – not contrived, cliched or artificial.
21

OFFICIAL
Section 47E(d)
Section 47E(d)

OFFICIAL

OFFICIAL
S.47E(d)
S.47E(d)

OFFICIAL