Version 1 - March 2019
Brand Guidelines
BusinessIgniting
03 Who we are04 Brand purpose
05 Brand blueprint
06 Brand idea
07 Brand values
08 Brand Personality & Tone of voice
11 – Writing Style
15 Core elements16 Brand overview & snapshot
17 Master logo
18 – Positive and Negative
19 – Mono
20 – Clearspace & minimum size
21 – Logo misuse
22 – Co-branding
23 – Tagline lock-up
24 – Product tagline lock-up
25 – End-frames
26 – Expression
27 Small use logo
28 – Usage and minimum size
29 Colour palette30 Core colours
31 Secondary colours
32 Accessibility
33 Typography 35 Brand typeface
36 Digital typeface
37 Default typeface
38 Type hierarchy
39 Underline
40 Vertical placement
41 Imagery 42 Brand expression
43 Photographic hemisphere
44 Customer photography
45 Studio photography
46 Device photography
47 Photography misuse
48 Illustration
49 Iconography
50 Data visualisation
51 Applications53 Business cards
54 Letterhead
55 With compliments
56 Digital
57 Favicon
58 End frame
59 Mobile app
60 Instagram tiles
63 Banner as (MREC)
64 Digital presentations
65 Brochure one
66 Brochure two
67 Transaction receipt
68 Tote
Welcome to Tyro’s brand guidelines
Here, you’ll find the tools you need to create communications for Tyro that ensure we can build maximum awareness, engagement, and impact for our brand.
Please, adhere to the guidance in this document so that our brand remains consistent, but use your own creativity and common sense to ensure your communication suits your specific audience and content.
If you have any questions about the brand, please contact the Marketing team.
Contents
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03 Who we are04 Brand purpose
05 Brand blueprint
06 Brand idea
07 Brand values
08 Brand Personality & Tone of voice
11 – Writing Style
Who we are
3
To be the banking challenger empowering Australian businesses to achieve their ambitions This is our Brand purpose, what we’re about and why we were founded. We set out to provide support to Australian businesses – small, medium, and even large – so that they
can get on with what they do best: their business.
Who we areBrand purpose
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Brand personality
Brand idea
Brand values
Emotional response
Functional proposition
Customer insight
Brand purpose
Champions for better
Passionate challengers | Upfront and genuine | Energetic and engaged
Innovative simplicity | Performance | Customer first | Doing the right thing
I trust that my banking and payments are sorted and that makes me feel relieved, supported and smart because I’ve chosen the right partner
We make banking and payments simple and stress free by solving genuine problemsthrough tech innovation and having close customer and partner relationships
I want to focus on my business rather than spend my time thinking about banking and payments – I just want that to be taken care of by a trusted partner who understands me and delivers more
To be the banking challenger empowering Australian businesses to achieve their ambitions
Who we areBrand blueprint
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Champions for better
We’re the ones who care about our customers and champion a better way of serving them.
We understand the struggles a business faces and we are passionate about providing a better way of working - a more seamless product, more attentive service, better value, and a constantly innovative approach. We fight to give our customers what they need so they get a better business outcome.
Tyro
Bra
nd
Gui
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V
ersi
on 1
Who we areBrand idea
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What does our brand stand for and believe in?
Innovative simplicity
Performance
Customer first
Doing the right thing
We seek innovation in the service of creating simple, useful solutions that make life easier for our customers.
We create high performing technology that consistently delivers and in turn helps the customer’s business perform at the highest level.
Our customers are at the heart of what we do, and everything we develop and offer is based on their needs.
We believe in acting ethically by people.
Who we areBrand values
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Passionate challengersWe challenge the status quo and care passionately about what we do.
How we speakWe challenge and speak differently to others. It’s not about being different for the sake of it, but because we care about making a difference for our customers and their businesses.
We are passionate experts. Using simple and easy to understand language, we confidently communicate how our technology and services make our customers’ lives better.
How we don’t speakWe avoid being overly formal and corporate, ‘banky’, or stuffy. Equally, we don’t shout over the top of others or behave in an attention-seeking way and try and pass it off as ‘being a challenger’.
Personality Tone of voice
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Energetic and engagedWe listen to people because we’re interested in their needs, and respond with energy and smarts.
How we speakWe speak succinctly yet in an engaging way - keeping a tempo to our speech. When appropriate, our humour is smart, informed, and educated. We are inclusive and supportive.
How we don’t speakWe don’t fill space unnecessarily. We don’t try to be quirky, zany, or wacky to create energy, because it lacks substance - our customers deserve better. We don’t use humour that’s ill-informed, immature, or crass. And we’re definitely not discriminatory and never make fun of others.
Personality Tone of voice
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Upfront and genuineWe’re honest because we believe in doing the right thing and being transparent with everyone we deal with.
How we speakWe’re honest and transparent. We speak in plain English and use it correctly. We speak the same way inside our business as we do outside, and we never keep information hidden from our customers. We’re trustworthy – and while we’re a young bank, we’re here for the long run. We want customers to be confident that their business earnings, growth, and livelihood are safe with us.
How we don’t speakWe don’t over promise and over sell what we do at Tyro. We don’t speak in riddles, in a deceptive way, or use legalese. While it’s not possible to put every detail in lights (especially in short form communications), we don’t hide away important details.
Personality Tone of voice
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Writing style guideIt’s important we have a clear and consistent writing style across all Tyro communications. Our tone of voice rules always apply. And this top-level guide covers a few common formats and frequently used terms to help you write with clarity and purpose.
LanguageWe write in Australian English and reference the Macquarie Dictionary for spelling, grammar, and usage not covered in this writing style guide.
PunctuationUse punctuation to clarify meaning, but keep sentences short and punchy.
ApostrophesApostrophes indicate possession [e.g. the customer’s request (singular), or our customers’ request (plural)] or contractions (e.g. don’t). They do not indicate a plural (e.g. apostrophes not apostrophe’s).
Personality Tone of voice
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Personality Tone of voice
CommasCommas aid comprehension and clarity. Misuse can alter how your sentence reads. In a series, such as ‘this, that, and the other’, we use the Oxford comma – where a comma is placed after the penultimate item in a list of three or more items.
Example: Jane loves cooking, her family, and her dogs not Jane loves cooking her family and her dogs.
CapitalisationGenerally, initial capitals are used to distinguish a particular name, e.g. Managing Director Mrs Jane Smith, Tyro Business Loan, Integrated Easyclaim, Tap & Save, or Australian Business Banking Awards 2018.
Writing style guide
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HeadlinesAlways use sentence case (unless a proper noun is included). Headlines do not require a full stop at the end except for defined statements as per our language.
Quotation marksUse double quotation marks where directly quoting speech.
Example: Mark told me earlier “I will run the testing”, but then I never saw the results.
For a quote within a quote, the nested quote uses single quotation marks.
Example: James said, “Yesterday I heard them shout ‘Hooray!’ after the final buzzer.”
Use single quotation marks for all other quoting situations.
Writing style guide
Personality Tone of voice
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If Tyro products or assets are referenced, they simply follow a plain text writing style. No need to italicise or present differently.
Example: Tyro Business Loan
If this was positioned in a headline it would utilise the brand headline font. If this was referenced in body copy it would utilise the body copy font.
For further typography information refer to page 34.
Referencing Tyro products
Personality Tone of voice
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15 Core elements16 Brand overview & snapshot
17 Master logo
18 – Positive and Negative
19 – Mono
20 – Clearspace & minimum size
21 – Logo misuse
22 – Co-branding
23 – Tagline lock-up
24 – Product tagline lock-up
25 – End-frames
26 – Expression
27 Small use logo
28 – Usage and minimum size
Core elements
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2012 2013 2014 2015 2016 2017 2018 14000’ 15 16 17 18 19 20 21 22
Ret
ial
Hos
pita
lity
Med
ical
33.6KGrowth
14,000
10,000
6,000
12,000
8,000
4,000
2,000
0
Master logo
Infographics
Icons
Core colour palette Secondary colour palette
Customer photography
Photographic hemisphere
Studio photography
Product photography
Typeface
Brand expression
Minimum sizes
Tagline
Brand overview Snapshot
Our typeface isLota Grotesque
Master LogoMinimum 45mm / 150px For < 45mm / 150px, use Small Use Logo
Small Use LogoMinimum 20mm / 75px
Better business banking
Midnight Blue
CMYK 95/85/0/80
RGB 10/5/36
# 0A0524
PMS C 282
PMS U 282
Tyro Blue
CMYK 84/45/0/0
RGB 28/105/232
# 1C69E8
PMS C 285
PMS U 285
White
CMYK 0/0/0/0
RGB 255/255/255
# FFFFFF
Sky Blue
CMYK 52/10/0/0
RGB 115/186/255
# 73BAFF
PMS C 278
PMS U 278
Tint 50%
Purple
CMYK 64/100/0/0
RGB 138/41/161
# 8A29A1
PMS C 527
PMS U 7442
Tint 50%
Mint
CMYK 40/0/27/0
RGB 145/240/196
# 91F0C4
PMS C 571
PMS U 572
Tint 50%
Orange
CMYK 0/65/74/0
RGB 247/120/77
# F7784D
PMS C 2024
PMS U 2024
Tint 50%
Yellow
CMYK 2/0/65/0
RGB 255/245/84
# FFF554
PMS C 127
PMS U 127
Tint 50%
Green
CMYK 79/16/47/0
RGB 0/143/130
# 008F82
PMS C 326
PMS U 326
Tint 50%
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Master logo
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This is our master logo. It represents the partnership between Tyro and the customer being empowered to achieve their ambitions.
The logo represents the partnership between Tyro and the customer.
It’s underpinned by the idea that Tyro provides the core ingredient to allow businesses to thrive. The logo is expressive while being quietly understated, reflective of a modern technology company.
The logo appears in two colours to build on the idea of partnership. In positive instances, the logo is used Midnight Blue and Tyro Blue. And all reverse applications should use the Negative White and Sky-Blue version.
It’s important that the Tyro logo is always applied correctly and consistently. It must appear only in the configurations specified here, and in the correct colour options, as outlined in this guideline.
Our logo is a vital asset and should appear on all key applications. Please never alter our logo.
Please note: due to the logo’s complex dot pattern, all digital applications use the PNG file format. For best reproduction in print communications please use the AI or EPS files.
Writing our name:When writing our name, it should appear in sentence case e.g. ‘Tyro’.
Master logoPositive and Negative
Negative
Positive18
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We always recommend using the positive and negative master logos first. However, if it’s not possible due to specific restrictions, mono versions are available.
Please note: due to the logo’s complex dot pattern, all digital applications use the PNG file format. For best reproduction in print communications please use the AI or EPS files.
Master logoMono
Negative
Positive19
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Master logoClearspace
A ‘clearspace’ helps our logo stand out by ensuring it’s not compromised by other elements.
The ‘clearspace’ around the entire logo is determined by the height of the ‘O’ in Tyro.
This ‘clearspace’ applies to all marketing communications and digital applications.
Minimum size:
The Tyro master logo has a minimum file size of 45mm wide at which point the ‘small use’ logo should be used down to a minimum file size of 20mm wide. Please see page 28 for further information.
Most reproductive methods have limitations. Ensure the size you select suits the process you are using and that the logo is reproduced consistently and clearly.
Master Logo45mm / 150px
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It’s important we maintain brand consistency and integrity, so please only use the official master logo files. It’s also vital to never alter, re-draw or re-create the logo in any way.
A few examples of incorrect usage are outlined on this page, but these are not exhaustive. Please use common sense. If you have a question, simply ask the Marketing team.
Please do not change the colour of the expression within the logo*
Please do not resize any component of the logo.
Please do not apply any effects to the logo, such as drop shadows, glow etc.
Please do not distort or change the logo.
Please do not house the logo in a tight box or shape.
Please do not crop any part of the logo. Please do not remove the expression from the logo.
Please do not rotate the logo in any direction.
Please do not place the logo on complicated backgrounds.
Master logoLogo misuse
*When using the expression as a singular device the colour can take on our secondary palette, see page 42 for examples21
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Shown is an example of how to use the Tyro logo in a fixed relationship with another brand’s logo. We call this a ‘co-branding lock-up’.
Follow these simple rules to ensure the Tyro logo appears in our preferred position and in correct proportion to the partner.
The basic steps: 1. The Tyro logo always sits left of the
partner logo.
2. Logos must be divided by a 0.75 pt Midnight Blue or White key line.
3. The key line must always be the same height as the ‘o’ from our logo.
4. Note, clearspace guidelines must always be adhered to.
Sizing for partner logo formats:
A. Portrait format The partner logo may be scaled up to the same height of the Tyro logo, measured from the top of the smallest dot to the descender of the ‘y’. Refer to blue area.
B. Landscape format The partner logo may be scaled up to double the width, but must not exceed half the height, of the Tyro logo. Refer to orange area.
HH x 2
HH x 0.5
W
H
W x 2
W
Portrait example Landscape example
Master logoCo-branding
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Master logoTagline lock-up
Our tagline, ‘Better business banking’ is the core brand positioning of Tyro and underpins what we stand for. As a brand asset, our tagline has two defined visual styles: it can be used locked-up with our logo (refer to example A), or used as a sign-off that sits in the bottom left corner of the piece of communication (refer to example B).
The tagline lock-up should be treated as an asset (similar to our logos) and therefore should not be re-created. Please use the master files as supplied and scale accordingly, adhering to the clearspace and minimum size of the Master logo.
To create the tagline as a sign-off, simply set “Better business banking” in Lota Grotesque Alt 3 Bold, and typeset it across either 1 or 3 lines (never 2). Scale it to the desired size, ensuring it never overpowers or fights with our logo.
The tagline is intended as a sign off in core communications only. It should not be used within day-to-day communications such as an email header. e.g., ‘Welcome to better business banking’.
Please note: dependant on the piece of communication, it is at the designer’s discretion as to which tagline style is used.
Better business banking
Example A
Tagline lock-up Tagline sign-off
Example B
Better business banking
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Master logoProduct taglinelock-up
Occasionally we will need to lock our products up with our logo. As a brand asset, our product tagline has two defined visual styles: it can be used locked-up with our logo (refer to example A), or used as a sign-off that sits in the bottom left corner of the piece of communication (refer to example B).
The tagline lock-up should be treated as an asset (similar to our logos) and therefore should not be re-created. Please use the master files as supplied and scale accordingly, adhering to the clearspace and minimum size of the Master logo.
Please note: depending on the piece of communication, it’s at the designer’s discretion as to which tagline style is used.
Example A
Example B
EFTPOSeCommerceDepositsLending
Product tagline lock-up Product tagline sign-off
EFTPOSeCommerceDepositsLending
EFTPOS
eCommerce
Deposits
Lending
EFTPOSeCommerceDepositsLending
EFTPOSeCommerceDepositsLending
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Master logoEnd-frames
There are seven possible end-frame options: the logo itself; the logo locked-up with our tagline; the logo locked-up with our three products; and our logo locked-up with the individual product names.
The tagline lock-up and product lock-ups should be treated as assets, similar to our logos, and therefore should not be re-created. Please use the master files as supplied and scale accordingly, adhering to the clearspace and minimum size of the Master logo.
Please note: depending on the piece of communication, it’s at the designer’s discretion as to which end-frame option is used.
EFTPOS
Deposits
eCommerce
LendingEFTPOSeCommerceDepositsLending
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The Tyro logo and brand expression device should never sit side-by-side. Clearance areas are to be determined at the designer’s discretion, in context as to how the device is being used.
Master logoExpression
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This is our small use logo. It has been optimised for smaller scale usage and ensures our brand story still prevails.
Small use logo
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Due to the complexities of the expression within the logo, a small use logo has been created. Our small use logo has less expressive dots and has been optimised to work well in small scale applications.
In print, our small use logo is to be used in all instances below 45mm. It is not to be used below its minimum size of 20mm.
For digital applications, our small use logo is to be used in all instances below 150px. It is not to be used below its minimum size of 75px.
Please note: master logo clearspace and mono usage also apply to our small use logo and must be adhered to.
Please note: due to the logo’s complex dot pattern all digital applications use the PNG file format. For best reproduction in print communications please use the AI or EPS files.
45mm / 150px 20mm / 75px
Small use logoUsage
Minimum 20mm / 75px
Minimum size:The Tyro small use logo has a minimum file size of 20mm/75px wide.
Most reproductive methods have limitations. Ensure the size you select suits the process you are using and that the logo is reproduced consistently and clearly.
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29 Colour palette30 Core colours
31 Secondary colours
32 Accessibility
Colour palette
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Our core colour palette forms the basis of our communications and should feature heavily in all applications.
Our colour palette builds on the existing equity that Tyro owns as a blue brand.
The core brand colours are Midnight Blue, White, Tyro Blue, and Sky Blue. Midnight Blue and White are to be primarily used as background colours and text with Tyro Blue and Sky Blue being used as accent colours.
Please note: Tyro Blue and Sky Blue should not appear together but rather used independently to complement Midnight Blue and White.
Colour paletteCore colours
Midnight Blue
CMYK 95/85/0/80
RGB 10/5/36
HEX 0A0524
PMS C 282
PMS U 282
Tyro Blue
CMYK 84/45/0/0
RGB 28/105/232
HEX 1C69E8
PMS C 285
PMS U 285
White
CMYK 0/0/0/0
RGB 255/255/255
HEX FFFFFF
Sky Blue
CMYK 52/10/0/0
RGB 115/186/255
HEX 73BAFF
PMS C 278
PMS U 278
Tint 20%
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The secondary colour palette has been designed to work in conjunction with the core colour palette. They humanise the core colours by acting as highlights, giving variety and freshness to all branded communications.
No one colour should be favoured over another. They should be used evenly across all branded communications including expressions, icons, and data representation.
The secondary colours should be used on White or Midnight Blue backgrounds as a highlight colour. Use the secondary palette as solid background colours sparingly.
Colour paletteSecondary colours
Orange
CMYK 0/65/74/0
RGB 247/120/77
HEX F7784D
PMS C 2024
PMS U 2024
Tint 20%
Yellow
CMYK 2/0/65/0
RGB 255/245/84
HEX FFF554
PMS C 127
PMS U 127
Tint 30%
Purple
CMYK 64/100/0/0
RGB 138/41/161
HEX 8A29A1
PMS C 527
PMS U 7442
Tint 20%
Mint
CMYK 40/0/27/0
RGB 145/240/196
HEX 91F0C4
PMS C 571
PMS U 572
Tint 20%
Green
CMYK 79/16/47/0
RGB 0/143/130
HEX 008F82
PMS C 326
PMS U 326
Tint 20%
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It’s important to consider the level of accessibility compliance when typesetting and choosing font colour, particularly in the digital world. This is to ensure it is legible to the widest audience possible.
This is a succinct guide of text colour accessibility for the visually impaired using our colour palette.
For a more comprehensive guide, test colours at: www.contrastchecker.com
AAA Fully compliant at all point sizes
AAA Fully compliant at all point sizes
AAA Fully compliant at all point sizes
AAA Fully compliant at all point sizes
AAA Fully compliant at all point sizes
A Compliant for text above 18pt
X Not compliant
AAA Fully compliant at all point sizes
X Not compliant
X Not compliant
X Not compliant
X Not compliant
AAA Fully compliant at all point sizes
AAA Fully compliant at all point sizes
Colour paletteAccessibility
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33 Typography 35 Brand typeface
36 Digital typeface
37 Default typeface
38 Type hierarchy
39 Underline
40 Vertical placement Typography
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Our typeface isLota Grotesque
Typography
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LightRegular SemiBold Bold
An important part of building a strong brand identity is the consistent and correct use of its typography. Our primary typeface is Lota Grotesque Alt 3 – it’s contemporary, modern, accessible and positions us well for the future. It has a wide variety of styles, making it a versatile type family.
Lota Grotesque Alt 3 is used across all areas of the business, except in Microsoft Office programs. It should be used for all design collateral e.g. posters, brochures, and other collateral.
We use Lota Grotesque Alt 3 in light, regular, semibold, and bold to help differentiate between headlines, subheadings, and body copy. Although these are the four weights we primarily use, Lota Grotesque Alt 3 is a large family and various weights can be used at designer discretion.
Accessing Lota Grotesque Alt 3:Lota Grotesque Alt 3 can be accessed from the Marketing team. However, if needed, it can be purchased here: https://www.myfonts.com/fonts/los-andes/lota-grotesque/
TypographyBrand typeface
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TypographyDigital typeface
Open Sans is to be used for all live text in digital applications e.g. website, apps, and microsites.
Open Sans is an accessible ‘humanist’ sans serif typeface that has been chosen to complement our brand font Lota Grotesque Alt 3. It has been designed with a vertical stress, open forms, and a neutral, yet friendly appearance. It has been optimised for print, web, and mobile interfaces, and has excellent legible characteristics in its letterforms.
Please note: Open Sans can be freely downloaded from https://fonts.google.com/ specimen/Open+Sans and installed on any machine free of charge, without buying a licence.
Open Sans– Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890*#$%&
Open Sans– Light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890*#$%&
Our digital typeface is Open Sans
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TypographyDefault typeface
When a default font is required, we use Arial in bold and regular. Arial is a typeface which can be found across many operating systems for use across internal applications, such as Microsoft Word, PowerPoint, and Outlook.
Our default typeface is ArialArial – Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890*#$%&
Arial – Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890*#$%&
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TypographyType hierarchy
Lota Grotesque Alt 3 - Regular
These are the basic rules for typography when producing communication materials.
All text styles have been set up in master InDesign templates. To access these please contact the Marketing team.
Please be aware that body copy requires a leading range dependent on the line length.
For short lines, use the lower end of the leading range. For long lines, use the upper end of the leading range. e.g. a line with more than 15 words may require a leading of 130%, whereas a line with less than eight words may require a leading of 110%.
Large headlines are best set at a leading of 100%.
1. Heading
Lota Grotesque Alt 3 - BoldLeading: 100% of font sizeEg. 100/100pt Eg. 75/75pt Colours:
2. Subheadings
Lota Grotesque Alt 3 - SemiBoldFont Size: 40% of headlineLeading: 110% of font size Colours:
4. Body copy
Lota Grotesque Alt 3 - SemiBoldMinimum font size print: 8ptMinimum font size digital: 12ptLeading: 120% of font sizeEg. 8/11pt Eg. 14/14.4pt Colours:
3. Paragraph heading
Lota Grotesque Alt 3 - LightFont Size: 25% of headlineLeading: 110% of font size Colours:
HeadingSub heading Alternate sub heading
Body copy heading on a solid colour
Body copy heading
This is body copy on a solid colour background. Abor a es ipsuntion necturibus at dunt rem et od eari reiciet volorpore, atque quamusa et, ullam sequiam. Santume iur aut fugit aperum eri blautat aquiatem eum que venducia sim fugit.
This is body copy on a white or light background. Abor a es ipsuntion necturibus at dunt rem et od eari reiciet volorpore, atque quamusa et, ullam sequiam. Santume iur aut fugit aperum eri blautat aquiatem eum que venducia sim fugit.
Lota Grotesque Alt 3 - Bold
Lota Grotesque Alt 3 - SemiBold
Lota Grotesque Alt 3 - Light
Lota Grotesque Alt 3 - SemiBold
Lota Grotesque Alt 3 - Bold
Lota Grotesque Alt 3 - Bold
Paragraph heading
1
2
3
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TypographyUnderline
The underline is primarily used when referring to the customer. It is to be used in headlines only. The purpose of the underline is to add personality and draw attention to the headline.
To create a universal system which is proportionally correct across all platforms, the underline weight is based on the weight of the headline. As defined on the right, X equals the thickness of the ascenders in Lota Grotesque Bold and is used as a universal size to set the spacing and thickness of the underline system. The width of X thus defines the space between the baseline of the text and the underline, as well as the weight of the underline itself.
Basic steps for designing the underline:1. Create your headline in Lota Grotesque
Bold at 50pt font size with 60pt leading.2. In InDesign using ‘Rule Below’ in the
Paragraph Rules window, set the line weight to 7pt with an offset of 2.5mm, as below.
3. Scale text and underline to desired size.
Colour:On white, the underline should use a 20% tint of Sky Blue. On Midnight Blue, the underline should use a 20% tint of the Midnight Blue. White underline can be used on secondary tint-coloured backgrounds.
The underline
You’re the champion of big ideasThat’s why we offer flexible, easy to access loans.
Application example
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TypographyVertical placement
In special circumstances, and at the designer’s discretion, vertical text placement can be used as a headline treatment in layouts across print and digital platforms.
See pages 62, 65 and 66 for application examples.
Co-
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EFTPO
S solutions
Who
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41 Imagery 42 Brand expression
43 Photographic hemisphere
44 Customer photography
45 Studio photography
46 Device photography
47 Photography misuse
48 Illustration
49 Iconography
50 Data visualisation
Imagery
41
The brand expression is the graphic representation of the partnership between Tyro and our customer. The left-hand side represents Tyro; the right-hand side represents the ambition and creativity of the customer. Tyro is one of the core ingredients that allows businesses to thrive, and our graphic expressions explore this in a visually intriguing and appealing manner.
The brand expression illustrates our creative partnership - it’s energetic, yet understated, reflective of a modern technology company.
The different versions illustrate the diversity of our clients, and the creative flare involved in running, and growing, a small to medium business. They are available as assets from the Marketing team. However, there is freedom to create more, adding them to the library.
Principles to consider when creating new graphic expressions:1. Ensure the left-hand side of each expression
utilises the ‘o’ from our logo.
2. Colour the left-hand side in white in negative instances, and Midnight Blue in positive instances.
3. The right-hand side of each expression must always assume a single colour from our colour palette.
ImageryBrand expression
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To add a deeper layer to our brand expression, we have introduced storytelling devices in the form of photographic hemisphere expressions. These allow us to tell more subject-driven stories about the various industries Tyro operates in e.g. Hospitality, Retail, or Health. It shows that we’re real and we understand our clients’ businesses.
The hemisphere expressions provide a creative layer to the brand identity, showing a partnership between a business’ assets (on the left) and the freedom and creative essence fostered by Tyro’s partnership (on the right).
Each hemisphere expression is built up of circular object photography on the left, e.g. a clock, a plate of food, a coffee and camera lens, in conjunction with a creative expression from our assets library (see previous page).
ImageryPhotographic hemisphere
Please note, the images contained within this document have not been licensed. This document is for internal purposes only.
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Please note, the images contained within this document have not been licensed. This document is for internal purposes only.
Customer photography should provide a window into their lives. It should illustrate the creative energy and passion that goes into running a business.
The images should have a sense of authenticity and feature ‘real’ people in their ‘real’ worlds. They should feel candid, rather than staged.
Diversity and inclusion are paramount - in all our photography we aim to represent the diverse range of customers and industries we serve.
All images should feel warm, human, candid, engaging and relatable – photographed with a range of crops and angles to create visual interest.
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ImageryCustomer photography
Studio photography is heavily stylised and should feature prominently in high level brand communications, such as advertising campaigns.
This art directed style will help differentiate ourselves from our competitors and tell stories in a creative, ownable way. Studio photography should be visually engaging and help convey conceptual ideas, like product benefits, whilst adding a human twist. The talent should feel natural, honest and warm, and always positive and relatable. Avoid using shots that are cheesy and overly staged.
Please note: this style of photography has been designed to work in conjunction with our core and secondary colour palettes.
Please note, the images contained within this document have not been licensed. This document is for internal purposes only.
ImageryStudio photography
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Device imagery allows us to showcase the most important thing: our product.
This style of photography should aim to present our hardware in the best possible light. We recommend shooting the product/devices in a minimal, clean contemporary way, with a sufficient amount of clearspace.
ImageryDevice photography
Please note, the images contained within this document have not been licensed. This document is for internal purposes only.
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To ensure we’re always communicating a strong, empathetic brand message, it’s vital that our imagery style is always applied correctly and consistently.
Please always follow these principles when shooting or selecting imagery:
Do:• Be human and explore a sense
of interaction with objects.• Have an element of depth in the imagery.• Use real people who express real
emotions.• Use imagery that feels natural
and candid.
Do not:• Be too literal or use scenarios that are
overly direct and uninteresting.• Use models lacking authenticity.• Force our technology into every shot.• Use images that are busy and where
the focus of the image is lost.• Use shots that feel disingenuous.• Use imagery that feels staged or forced.• Use images that are tonally washed out
or have effects applied to them.
ImageryPhotography misuse
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Tyro uses illustration across a variety of communications, from print to digital advertising.
When commissioning illustrations we should acknowledge the creative principles of personality, style, and colour to tell a brand story.
Personality:Must always be fun, original, and optimistic. Always present storytelling in a clear and visually simple way.
Style:• Create compositions that are dynamic and
interesting, but most importantly, ones that clearly communicate the story we are trying to tell.
• Position the primary subject close to or in the centre of the illustration.
• Ambient details should accentuate the subject, not distract from it such as subtle shadows, highlights and backgrounds to create depth to the illustration.
Colour:• Use your best judgement with colour
usage. Follow these guides to create balanced illustrations.
• Always be subtle with background visuals and effects.
• Never create sharp contrasts when using shading/highlights.
• Avoid using more than three colour families per composition.
Please note, the images contained within this document have not been licensed. This document is for internal purposes only.
Example illustrations by Andrew McKay dribbble.com/andrewmckay
ImageryIllustration
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Our icons are used to simplify communications, representing ideas and actions in a purely graphic way. They’re designed for navigation, not decoration so they must be able to stand alone and make sense without words.
Principle for designing icons:• Simple line icon style. • Shadow & solid fill where appropriate.• Consistent line weight.• Rounded edges.
For branded communications, our icons are only to be used in core colours - Midnight Blue, Tyro Blue, Sky Blue and White. These examples show the recommended colourways.
ImageryIconography
Look and feel
Example colourways
NEW
NEW NEW
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We use data visualisation graphs to succinctly represent information, statistics or knowledge in a clean, digestible manner. Independently, each graph or chart enables us to present complex information quickly and clearly.
Our graphs and charts have a distinctive, refined style.
Principle for designing infographics:• Simple line icon style to work alongside
our gesture graphics.
• Consistent line weight.
• Set grid lines to 0.25pt using a 50% tint of Midnight Blue or White for strokes.
• Use tints of Sky Blue for all data elements with one highlight colour for feature statistic where possible.
Please note, complex infographics need to be looked at on a case-by-case basis. Simply put, keep it simple.
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2018
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ImageryData visualisation
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51 Applications53 Business cards
54 Letterhead
55 With compliments
56 Digital
57 Favicon
58 End frame
59 Mobile app
60 Instagram tiles
63 Banner as (MREC)
64 Digital presentations
65 Brochure one
66 Brochure two
67 Transaction receipt
68 Tote Applications
51
2012 2013 2014 2015 2016 2017 2018
35
25
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30
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02014 2015 2016 2017 2018 2019 2020 2021 2022
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Better business banking
All stationery templates have been set up. To access art files, please contact the Marketing team.
ApplicationsBusiness cards
tyro.com Better business banking
Name HereAccount Management
A 1/155 Clarence St, Sydney NSW 2000T +61 2 8907 1700 M 0400 000 000 E [email protected]
Front Back
Alternative backs
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ApplicationsLetterhead
Front page Follower page
Re: Insert subject line here
Dear John
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digni accusandis ipsum quaeperum id quo doloria eaque quiaectinum essint audaerum velit mag
natem voles re parumque.
Kind regards
Name here
Account Management
22 October 2018
John Template
Job Title
Company Name
123 Street Name
Sydney NSW 2000
Insert delivery details here
A 1/155 Clarence St, Sydney NSW 2000 T +61 2 8907 1700 E [email protected] W tyro.comTyro Payments Limited ACN 103 575 042 AFSL 471951 (Tyro) is the issuer of its own fi nancial products.
Better business banking 2 Better business banking
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utendes velibusci dolupta quia ex era similique aut volorpor solora siminulparia susae nobit fugiam
sitatem. Dolore etusdae. Ut aspero qui repro tectia quodis dolupti sequost, oditectotate idebitiantur aribea
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nemporestet iusda pliquiam rehendandae volumqu iasimint faceat res illab int. Harum eiundis volor aspera
eliti nihil mincill atectur aligentem natem lab imperit iatios et earibustiur sum labora con re conse eri diatur
repelent, simagnis aut et diorepra quae pratiis inctibus, nim faccuptat dem volutatis sitem et, odi dollenis
ut pliae nis elis sum volest quam rento in ero berspitaeris:1. Numbered list
2. Numbered list
3. Numbered list
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quasperem aut rerio bla volenimodi nonseque dolest vel inctaquist faccae dellupti res ant alibus doles
utendes velibusci dolupta quia ex era similique aut volorpor solora siminulparia susae nobit fugiam sitatem.
Es vent. Sedipsam iur aliasintem rere eatis nectoriatus, aliquist, solupta ipientotae poresci amendest
voluptatio. Itam quiam, voluptas corio dit digni accusandis ipsum quaeperum id quo doloria eaque
quiaectinum essint audaerum velit magnatem voles re parumque.Sedipsam iur aliasintem rere eatis
nectoriatus, aliquist, solupta ipientotae poresci amendest voluptatio. Itam quiam, voluptas corio dit digni
accusandis ipsum quaeperum id quo doloria:• Bullet point
• Bullet point
• Bullet point
• Bullet point
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voluptatio. Itam quiam, voluptas corio dit digni accusandis ipsum quaeperum id quo doloria eaque
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nectoriatus, aliquist, solupta ipientotae poresci amendest voluptatio. Itam quiam, voluptas corio dit digni
accusandis ipsum quaeperum id quo doloria eaque quiaectinum essint audaerum velit magnatem voles re
parumque.
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quasperem aut rerio bla volenimodi nonseque dolest vel inctaquist faccae dellupti res ant alibus doles
utendes velibusci dolupta quia ex era similique aut volorpor solora siminulparia susae nobit fugiam
sitatem. Dolore etusdae.
All stationery templates have been set up. To access art files, please contact the Marketing team.
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ApplicationsWith compliments
All stationery templates have been set up. To access art files, please contact the Marketing team.
A 1/155 Clarence St, Sydney NSW 2000 T +61 2 8907 1700 E [email protected] W tyro.com Better business banking
Front
Back55
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Tyro
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ApplicationsDigital
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Tyro
Bra
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Gui
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ApplicationsFavicon
Concept design only.
Favicon
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ApplicationsEnd frame
Concept design only.
EFTPOSeCommerceDepositsLending
EFTPOS
eCommerce
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ApplicationsMobile app
App Icon
Concept design only.
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ApplicationsInstagram tiles
tyro.com
EFTPOSwith no-lockin contract
Better business bankingtyro.com
You’re the champion of making 400 coffees a day
tyro.com
Better businessbanking
Better business bankingtyro.com
You’re the champion of fast-selling rainbow donuts
tyro.com
Empoweryourbusinessdreams
Better business banking
You’re the champion of big ideas
tyro.com
Core brand
Campaign
Concept design only.
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Concept design only.
ApplicationsInstagram tiles
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Better business banking tyro.com
We’re shaking up the business banking world, with smart technology that could save you time and money.
Better business banking tyro.com
Concept design only.
*See page 40 for guidance on vertical headline placement
ApplicationsInstagram tiles
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tyro.com
EFTPOSwith no-lock in contract
Get started tyro.com
Empower your businessdreams
Get started
Betterbusiness banking
Get started tyro.com
ApplicationsBanner as (MREC)
In single-frame digital applications with justified text, space can limit correct usage of the brand expression. In such cases the brand expression can appear from the right, as shown.
Concept design only.
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DividerslideTitle subhead goes here
Powerpoint name 23 April 2016
03
Title sub goes here. Title sub goes here
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Powerpoint name 23 April 2016
2019
2018
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28%Growth
Headline here
DividerslideTitle subhead goes here
Powerpoint name 23 April 2016
02
Title sub goes here. Title sub goes here.
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Powerpoint name 23 April 2016
Headline here
Titleslide
Powerpoint name 23 April 2016
Title subhead goes here
ApplicationsDigital presentations
Concept design only.
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ApplicationsBrochure one
Concept design only.
*See page 40 for guidance on vertical headline placement65
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ApplicationsBrochure two
Tyro
Bra
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V
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*See page 40 for guidance on vertical headline placement
Concept design only.
ApplicationsTransaction receipt
EFTPOS and business banking you can count on.
tyro.com
Call 1300 966 639 to see how we can help
your business today.
tyro.com
Concept design only.
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ApplicationsTote
68
Concept design only.
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Thank you
For all resources, assets, and assistance, please contact the Tyro Marketing team.