The RFDS Brand Policy and Style Guide was originally written in 2009 and was fully reviewed and updated in 2020. this was a very thorough process and included full consultation and feedback with RFDS Comms teams around the country. The final agreed policy guide was approved through the Brand & Communications Working Group, the CEO Working Group and the Federation Board (made up of the chairs of each RFDS Section/Operation board).
In this review and update no change has been made to the brand assets and brand suite (logo, tag line, blue rings, devices and colours) which are very well known to the general public -- but many additional policies were included on the use of the RFDS brand assets across digital, partnerships, fundraising, events, merchandise and apparel. Further, the asset branding that was approved in 2016 for fleet, buildings and signage has been included.
To make the RFDS Brand easy to understand and the Policy Guide more user friendly, it as been broken into:
1. The Brand fundamentals (called the Concise guide) as detailed in the first 7 chapters.
2. Individual chapters on application of the brand marks and assets across different areas of the RFDS business. This has been done so the applicable chapters can be sent to staff or agencies/consultants in addition to the brand fundamentals, rather than having to provide the full document to everyone.
3. There is also a full version of the policy Guide with all fundamentals and chapters, for use by General Managers.
You can access and download all here:
1. RFDS Brand Policy & Style Guide - Concise (this is the fundamentals of the brand and should be read and understood by anyone and everyone that has to use the brand in any application across the RFDS.
2. Chapter: Cultural Protocols
3. Chapter: RFDS Brand across Digital
4. Chapter: Partners and Sponsors
6. Chapter: RFDS Artwork Templates
7. Chapter: Collatoral Examples
8. Chapter: Sub-brand Event Design Principles
9. Chapter: Aircraft and Vehicle Livery
10. Chapter: Signage
11. Chapter: Section/Operation logos
14. Full RFDS Brand & Policy Guide with all fundamentals, chapters and appendixes