This document outlines the branding and design guidelines for Avondale University. The contents cover all the features and elements of the brand to promote the consistent and vibrant application. Consistency strengthens the brand so that it can differentiate itself in the marketplace. The guidelines include design elements, tone of voice, partnership, photography, and visual vernacular. The tools and examples are designed for internal and external communication and serve to inspire and assist you to retain and respect and essence of the Avondale University brand. If you have any questions or need support, contact us at [email protected].

The download link below provides access the dark and light versions of the landscape and stacked university logo. Do not modify the university logo in any way. Please ensure you use the logo in adherence to the university branding style guide.

16pt, at 1.4 line height, font weight 400. All heading and body text is Open Sans font. Spacing after headings and paragraphs is 10pt or 20pt. Do not use bold styling within text elements as bold text implies a link. Use other font emphases such as underline and italics sparingly as to maintain a clean aesthetic.   

Do not use colours other than the global colours within the website style sheet. Colours are to be used as accents rather than strong block backgrounds. 

All buttons have 4pt rounded edges. When a border is used, the thickness of the border is 1.5pt. Use title case with an arrow as the button text. Text size must be appropriate to the application. The button div should have 20pt padding on each side.

Buttons may include background colour or image. You can also include text elements within the button.

You may choose to use an arrow following a prominent hyperlink →

Use icons in the FontAwesome library available in the editor. Include appropriate padding in between elements. Do not use custom icons or images as icons.

Most elements will require padding or margins. Use a multiple of 10pt spacing where needed in between elements (10pt, 20pt, 30pt, etc...)

The use of photography impacts the overall presentation of the brand. Use professional quality photography wherever possible. Make sure the subjects are well lit and presentable. Ensure talent release forms have been signed and collected. There is the option to use 4pt rounded corners on free standing photographs. 

Our tone of voice strikes a balance between warmth and professionalism. It is approachable and engaging without being overly casual or formal. It reflects an even mix of introversion and extroversion appealing to a broad range of students. With a strong sense of emotional stability, our voice is calm, composed, and reassuring, providing clear and confident communication. A slight inclination toward openness brings a forward-thinking and innovative approach, yet it remains grounded in our values. While interacting with our students, our voice is cooperative and respectful, fostering a sense of community while maintaining a touch of firmness. With a lean towards agreeableness, we aim to be helpful in every interaction. Finally, our voice is slightly conscientious, encouraging the academic success of our students while supporting wellbeing and social aspects of student life. Our voice is also grounded in a strong internal locus of control, using empowering language which communicates our faith in our students and their potential.

To better understand tone of voice, it may be useful to assign personality traits to your communications. Imagine if Avondale University had a personality. We have used the Big Five personality traits and the Locus of Control concept to help convey tone of voice.

To gain a better understanding of Avondale's Tone of Voice, listen to this conversation with Dr Paul Bogacs.