These standards provide guidance and helpful advice on how to apply RAC's brand within a digital environment. These follow the offline brand standards, but the purpose of this section is to explain key differences and its application in the digital realm.
Master templates have been provided for frequent business activities such as digital banners to ensure consistency. These templates should not be recreated, altered or distorted in any way without prior brand approval.All RAC marketing communication items need to go through a formal brand approval process. It should be noted there will be times where exceptions are required, particularly in instances where design/agency need creative licence to maximise message impact. These instances will be evaluated and approved on a case by case basis by the RAC brand team.
If you have any questions or require any additional information regarding these standards, please direct your query to RAC's digital team by contacting webcontent@rac.com.au or RAC's brand team by emailing brandapproval@rac.com.au
Mandatory brand elements
Logo
- Preferred format is portrait including tagline where appropriate (shown here)
- Ensure exclusions zones and legibility are maintained and applied at all time
- Try to never position the RAC logo on a yellow background on any digital artwork
- Refer to logo section for additional information
Colour palette
- RAC Yellow [#FFD100] should be the main colour on any material
- Refer to colour palette section for more detail
Stag sans
font family
Font
- The RAC typeface is the Stag Sans family
- Refer to formatting section for more information
- Refer to Verbal Mechanical Standards for commonly used terms,
and general advice regarding spelling and punctuation
Digital standards Checklist
- Does copy adhere to RAC’s tone of voice principles?
- If a template is not available, refer to overarching principles or speak to a representative from the RAC digital or brand team for clarification.
- Always check mandatory brand elements such as logo placement, colour palette and font used are correct within any digital items produced.
- Does artwork adhere to RAC button and navigation principles? Use of graphics and photos?
- Have the RAC intersecting beams been applied correctly? If not, are they actually required?
- Has final artwork been sent to brandapproval@rac.com.au for approval?
Digital standards developers checklist
- Apply as per above.
- New websites should adhere to mobile first responsive design principles.
- Make code accessible aim for level AA of W3C accessibility standards.
- Use a Model View Controller methodology (semantic HTML, keep the style in the CSS, logic in javascript or server side).
- Use object oriented programming techniques.
- Always document work.
