Style guidelines

Strategic Direction

Insight

With 1 in 2 of us will be diagnosed with cancer before we’re 85, it takes something from all of us.

It takes our health, it takes pieces of us, it takes us away from the people we love, it takes us from the moments that matter in our lives, it takes sons, daughters, aunties, uncles, parents, partners and team- and work-mates.

Strategy

Daffodil Day is our moment to recognise…
…how much cancer takes from us AND to honour, thank and praise everyone who’s supported, treated, diagnosed, screened, cooked a lasagne for and hugged people from across every dimension of the cancer journey.

Daffodil Day is our collective moment to say, “enough with the take”. It’s THE day for all of us to give it our all against cancer.

To give to life-changing cancer research, to give to cancer support, to give to clinical trials, to give our energy, our time and our money to put a stop to “the take”.

Colours

Graphic Daffs

Main daff used to crop out a section

Secondary daffs for decoration

Logo and Lock Up

Our logo is a combination of our iconic daffodil and our typeface – Foco CC. It's essential to our brand that our logo retains a consistent feel across all communications – both digital and print. To help this, we've set up the following guidance.

When using any of our core logos, ensure that it always has enough clear space around it. This space should not hold any other design elements, or get cut short by the edges of the format. When using the logo on imagery, the background should always have enough clearance, so that the logo doesn't sit on a busy part of the image.

This clear space should be at least the height of the capital C taken from our wordmark.

Typography

Photography

Daffodil Day is about showing support for people affected by cancer. The daffodils are a visual tool to carry that message. On Daffodil Day, activations and flower sales around the city encourage people to engage, share their own stories, buy flowers for someone special, or to remember people lost to cancer.

Capture a suite of daffodil photos including:

• Authentic shots of people engaging with flower sales and/or activations at various angles.
• Someone in the foreground holding daffodils in front of them or a variety of positions (in front of their face).
• Subject holding daffodils with the daff day installation (field of daffs) in the background.
• At daffodil level demonstrating the visual impact of the field of daffodils (ensure human element, we want to see people down amongst the daffodils).
• As a pop of colour in the city-scape, e.g. at the tram sites, or individual who has purchased a bunch, to show the visual language of hope being carried through the city.
• Any buildings lit-up yellow at night in support of Daffodil Day.

Summary of requirements

To capture the energy and community spirit of Daffodil Day, a vibrant, colourful, diverse and engaging suite of images are required. This can be achieved by:

Ensuring diversity in age, gender, and ethnicity of subjects

Capturing various angles

Slow, steady panning shots for any videography of key sites/activations or anything visually stunning

Reflecting the atmosphere at the three settings:

• Rialto
• Collin’s Square
• Tram stops

Ensuring a range of setups with both people and daffodils connected as a whole element – not separate elements

• People engaged in the activations or point of sale
• People engaged with each other or Cancer Council representatives
• People with daffodils

Key moments to capture

Capture volunteers candidly interacting with the public as well as more staged shots holding flowers, smiling and waving to the camera.

Slow panning shots for B-roll of sites, people etc.