SIM New Zealand brand pack and guidelines (September 2026)

Start with _START HERE - Brand Guide + Logo Pack.pdf, the two-page brand guide.

FOLDERS
01 SVG - Web, Apps + Email             Vector logos for websites, apps and email
02 PNG - Slides, Docs + Screen         Transparent logos, 800 px and 2400 px wide
03 JPEG - Quick Use (Solid Background) Logos flattened on their approved backgrounds
04 PDF - Print + Signage               Vector print files, CMYK
05 EPS - Printers + Merch Suppliers    Vector files for printers and merchandise suppliers, CMYK
06 Favicon - Browser Tabs + App Icons  The symbol as favicon (SVG, 16/32/48 px) and app icons (180/192/512 px)
07 Avatar - Social Media Profiles      The symbol, and the white logo on SIM red, for profile pictures
08 Source - Editable Files             InDesign brand guide, Illustrator logo and 100 year mark masters and guide link files
09 100 Years in Mission                The centenary mark and logo lockups: a Gold folder (transparent and on Pounamu green, screen and print), and SVG, PNG, CMYK PDF + EPS
10 PowerPoint - Presentation Template  16:9 slides: title, four points, numbers and a closing contact slide
11 Images - Backgrounds + Photography  Pounamu green backgrounds with full-colour versions, photography and heritage images
12 Email - Mailchimp Template          The complete email template preview and the images it uses

LOGO
One configuration: the full logo, SIM in red with New Zealand in black beside the symbol.
The symbol is used on its own only as the favicon, app icon and social media avatar.
The wordmark on its own needs written consent from SIM New Zealand and is not supplied in this pack.
Colourways: Full colour (on white or Sand), White (on Pounamu green, SIM red or black), Black (on white).
Clear space: the height of the symbol on every side. Minimum width 30 mm in print, 150 px on screen.

100 YEARS IN MISSION
The centenary mark sits beside the logo through SIM New Zealand's 100 year celebration. It never replaces the logo.
Gold comes first. The flat versions (SIM red, Pounamu green, black, white) are for one-colour print, embroidery and engraving.
Never set the gold on SIM red.
Lockup: the mark to the right of the logo, centred on it, with no rule between them. Use the lockup files, not the two placed by eye.
Clear space: the height of the ribbon around the mark on its own, and the height of the symbol around a lockup.
Minimum width 30 mm in print, 160 px on screen.
The Gold folder has the gold mark and the gold lockup on transparent and on Pounamu green. Screen files are sRGB PNG
(and JPEG on green); print files are 300 ppi. The green versions have the clear space built in, so place them whole,
and on green the lockup uses the white logo. Print files on green are CMYK (Coated FOGRA39) TIFF and PDF, named by
the width of the mark or lockup: the mark at 100, 200 and 400 mm, the lockup at 150, 300 and 600 mm. The gold is a
brushed metal image, so it prints in CMYK and holds full quality to about 400 mm wide.

IMAGES
Backgrounds are photographs toned in Pounamu green for text to sit over, with full-colour versions where we have them.
Use images carefully: choose one that fits what you are saying, don't repeat the same photo across pieces, and never
suggest a person or place is part of a story it isn't. Get permission and follow the child safety and image policy.
Some photographs are licensed stock: use them only in SIM New Zealand's own materials and don't pass the files on.

PRESENTATIONS
Install Literata and Hanken Grotesk from Google Fonts before editing the template. One idea per slide, and close
with the contact slide.

EMAIL
Supporter emails are built in Mailchimp from the SIM New Zealand email template. Start every supporter email from it,
never from a blank email, and change the words and photos rather than the layout, colours or fonts.

COLOURS (HEX / CMYK / Pantone)
SIM red           #DA2B1F  CMYK 9, 96, 100, 1    PANTONE 485 C
Pounamu green     #14332D  CMYK 84, 55, 69, 62   PANTONE 627 C
Charcoal          #363636  CMYK 0, 0, 0, 96*     PANTONE Black 7 C (equivalent)
Accent green      #E0EC92  CMYK 14, 0, 53, 0     PANTONE 2295 C
Accent green 75   #EFFAA9  CMYK 11, 0, 44, 0*    PANTONE 2295 C at 80% (equivalent)
Accent green 50   #F7FFC6  CMYK 6, 0, 31, 0*     PANTONE 2295 C at 60% (equivalent)
Accent green 25   #FBFFE4  CMYK 2, 0, 15, 0*     PANTONE 2295 C at 30% (equivalent)
Sand              #EFECE5  CMYK 7, 7, 11, 0*     PANTONE Warm Gray 1 C at 60% (equivalent)
Sand 25           #FCFBF8  CMYK 1, 2, 4, 0*      PANTONE Warm Gray 1 C at 20% (equivalent)
SIM red, Pounamu green and accent green Pantone and CMYK are from the original SIM NZ brand guide.
Pantone references marked (equivalent) are the closest Coated matches: check them against a swatch book and a printed proof.
CMYK marked * is a closest-match conversion from HEX.

TYPE
Headlines: Literata (Regular, Italic for section headings). Body: Hanken Grotesk (Regular body, Bold eyebrows and buttons, Black statements).
Both are free Google Fonts: fonts.google.com/specimen/Literata and fonts.google.com/specimen/Hanken+Grotesk

The website at sim.org.nz is the master application of this brand.
