Branding guidelines

Document version: May 2024

Using the ADA Brand

As a professional association the ADA works with a diverse range of stakeholders. Materials are often designed for use by members (dentists), but there are also materials where the intended audience is government, media, other Associations,and even the general public.
For this reason the ADA has developed a ‘core brand’ with common elements that should appear in all designed materials including the ADA logo, typography, and colour palette.
However, the ability to design for distinctly different audiences is important, so we’ve created ‘corporate’ and ‘public’ brands that stem out of the core brand that provide much greater flexibility in design. This includes separate secondary and tertiary colour palettes and brand devices which are shown later in this guide

When to use the Corporate Brand

The Corporate Brand is appropriate when designing collateral for ADA members, the dental team, dental industry, government, media, or similar stakeholders.

When to use the Public Brand

The Public Brand is appropriate when designing collateral for segments of the Australian population that are not within the dental profession or industry, for the purposes of philanthropy, and for oral health promotion.

Our Logo

There are four approved versions of the ADA logo available. Please ensure you have downloaded one of the official logo artwork files available at ada.org.au/brandguidelines.

Blue Logo

The official ADA blue logo should be used when designing collateral for the ADA unless restricted by design framework, print materials or online mediums.

Mono and Greyscale logo

When the blue version cannot be used due to printing or other limitations it should be reproduced in 100% black or 30% black.

Reversed logo

The logo may also be reversed out of a background colour. The background must only be solid and be chosen from the appropirate colour palette.

Minimum logo size

The minimum size for the ADA logo is 20mm wide. The scale and proportion of the logo should otherwise be determined based on the space available and visual aesthetics. The scale and proportion of the logo should be preserved as indicated regardless of the space available and visual aesthetics.

Using the logo online

The logo will generally be positioned top left, top right or bottom right. Most of the time, however, the logo will be appearing alongside the other brand devices. The exact positioning will depend on the graphic device with which it’s used. Don’t centre the logo on a page or place it in a position other than top left, top right or bottom right.

Applicable to corporate and public branding.

Typography

Heading typeface

Red Hat Display is a modern and distinctive typeface that is ideal for headlines and main headings. It also has a wide range of weights making it very flexible.

Body typeface

Frutiger is a popular sans serif typeface that complements Caecillia very well. It is extremely clear and legible, even at small sizes. For web use, Frutiger should be replaced with Arial. Applicable to corporate and public branding.

Typesetting

In order to ensure our documents always possess the same clear and consistent look, we have made our typesetting rules as simple as possible. Bold text is set in Frutiger Roman allowing us to use Frutiger Bold to highlight a particular point in the text. Applicable to corporate and public branding.

Primary Colour Palette

These are the primary colours of the ADA. The logo should only be reproduced in Pantone 287, black or white reversed out of a solid background. The two greys are supporting colours intended for use
alongside the logo, for example on corporate stationery. Applicable to corporate and public branding.

Corporate Secondary Palette

These colours are for use on materials and publications designed for ADA members, government, media, and other corporate entities. By using combinations of these colours along with the graphic elements it is possible to create ‘families’ of publications within the overall brand. Applicable to corporate branding only.

Corporate Brand Device

The brand device, a combination of secondary colours arranged in tonal values, is intended to be used across a number of mediums and with multiple resource types. This flexibility of use lends itself to a wide range of interpretations including:
- creating patterns
- enlargement of the device across pages to form a larger design element and
- extraction of the triangle elements to highlight imagery or create a focal point in a publication. 

Applicable to corporate branding only.

Public Secondary Palette

These are the public colours of the ADA. The logo should only be reproduced in Pantone 287, black or white reversed out of a solid background but should not be used to alter the ADA logo. While additional colours may be used for specific campaigns other colours may be used only at the discretion of the ADA.
Applicable to public branding only.

Public Brand Device

This is a combination of the secondary colours arranged in a fixed duel bars that will add a unifying ‘thread’ to all ADA public facing materials. While it can be enlarged to suit the design on which it is being used, it must still remain as a dual bar. ‘Operational Area’ font must be no less than 6pt, this is to enforce consistency amongst all documentation. The dual bars must contain the same colour tones, lighter in the first bar and darker in the second. The dual bars must not overlap, and even space should be allocated either side of the titles.

What not to do

Don’t manipulate the dual bars in colour, proportion, or change designated typography. Applicable to public branding only.

Imagery

Consistent use of imagery reflects and supports the ADA brand identity. It should also represent ADA members, areas of expertise and personality.