CHAROLAIS STYLE GUIDE

Transcription

1 CHAROLAIS STYLE GUIDE 1

2 Brand identity...3 Logo...4 Colours...5 Fonts...6 Graphic elements...8 <Heading> Contents Stationery...10 Advertising...11 Marketing materials Do s and don ts...17 Approval procedures

3 The power of a consistent brand identity and message. The Charolais Society of Australia has recently undergone a process of invigorating and refreshing our brand identity and corporate advertising and communications platform. The aim of this process is to ensure all material attributed to the Society speaks with one voice and portrays a consistent image to all stakeholders ie: an image that communicates our core Cross into profit message with strength and single-minded focus. This document is a guide to assist those developing and communicating the brand message. The correct and accurate implementation of these guidelines will: - Create a clear and consistent message - Build brand equity - Strengthen the Society s position in the marketplace These guidelines cover all circumstances, and include instructions to prepare artwork for stationary, press and print, plus the correct use of logo, tagline and x device. If you have any questions regarding this style guide, please contact Regional Reach Advertising on Brand <Heading> identity 3

4 Logo CMYK logo should be used in all circumstances permitting. Spot logo is only to be used in circumstances where full colour printing is either not an option or incurs too much cost (e.g. stationery). Greyscale logo only to be used in instances such as a classified newspaper advert or when colour printing is not an option. CMYK logo Logo <Heading> and colours Blue - C = 99 / M = 83 / Y = 37 / K = 27 Yellow - C = 0 / M = 32 / Y = 83 / K = 0 Spot colour logo Blue - PMS 534 Yellow - PMS143 Gradient top to bottom (20% slider) C = 99 / M = 83 / Y = 37 / K = 27 C = 76 / M = 46 / Y = 0 / K = 0 Gradient top to bottom (20% slider) Blue - PMS 534 at 100% Blue - PMS 534 at 45% Greyscale logo Black - 100% K Grey - 50% K Gradient top to bottom (20% slider) Black at 100% Black at 60% 4

5 Colours At all times possible Charolais process colours should be used. Spot colours should only be used in circumstances when full colour printing is not an option. Blue is the main Charolais colour. Yellow is used as a secondary or to complement the blue. Process colours Charolais Blue - Process colour C = 99 / M = 83 / Y = 37 / K = % 90% 80% 70% 60% 50% 40% 30% 20% 10% Charolais Yellow - Process colour C = 0 / M = 32 / Y = 83 / K = 0 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Spot colours Charolais Blue - Spot colour PMS 534 C = 100 / M = 80 / Y = 30 / K = 5 100% Charolais Yellow - Spot colour PMS 143 C = 0 / M = 35 / Y = 85 / K = 0 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% Logo <Heading> and colours Greyscale Black C = 0 / M = 0 / Y = 0 / K = 100 Grey C = 0 / M = 0 / Y = 0 / K = 50 5

6 Fonts The font used in the Charolais Society logo and all mediums is Houschka. The font is always left justified with the exception of the main heading in some cases. This font has many varying weights to maintain the flow of information, but only a select few are used. Please see below. Houschka Light - body text abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Houschka Medium - highlighting within body text abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz <Heading> Fonts Houschka Bold - headings abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Houschka Bold Italic - quotes and breakout text abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Please note in most instances body text should be 10pt with no less than 11pt leading. Body text should be no smaller than 8pt. All headings are generally in blue when on a white background. Yellow or white can be used when on a blue background. Sub headings can be yellow or blue depending on overall art direction. Body copy must always be black 6

7 Example Charolais make a successful operation simple. The Victorian Region of the Charolais Society held a field day in May 2009 at Ron Goff s Elite Feeding Centre at Lardner in Gippsland. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla. <Heading> Fonts 7

8 The X factor The X has been developed to visually represent the brand s core proposition Cross into profit. Please recognise that this memorable element is a vital aspect of the brand identity and the more it is used, the more it will become identifiable with Charolais Society communications. One and only one key image is to be used in the X space. The X is never to show secondary images in the smaller triangle or over the centre of the X. Extra earning capacity. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla. Graphic elements Charolais Society of Australia Ltd T F E office@charolais.com.au Rounded corners A profitable combination. Cross into profit with your Angus and a Charolais performance bull. Charolais performance bulls are adding value to Angus herds around the country. The combined genetics result in higher growth rates, faster turn-off and increased carcase yields. So maximise your return on investment. Cross into profit with Charolais. To find out more contact us today on or visit Charolais Society of Australia Ltd T F E office@charolais.com.au On any solid colour panel the corners are to be rounded. On an A4 document the rounding is to be set at 15mm. For panels like the one below which can be used to highlight important information (see newsletter example on opposite page) the rounding is at 7.5mm - half the size of what it would be on an A4 document. 8

9 Triangle The triangle is designed to create the feeling of a half X when it is not possible to use the X. It is designed to contain the logo or headings such as how it has been used throughout this document and in the newsletter example below. On an A4 document it would take up one of three column widths. The point of the triangle always sits on the vertical centre of the page. Progeny Test Programs Robert Banks, Senior Manager Southern Australia Meat and Livestock Australia Charolais Bull Auction Sales Summary * *Compiled from information available as at 21st August 2009 (+ Horned & Polled) Did you know... Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla. Bull sale historical trends The Charolais breed has made an important there is sound performance recording and contribution to the Australian beef genetic evaluation of Australian cattle industry in the decades since the breed otherwise you can never know whether was first imported. That contribution has imported material is better, worse or no been primarily as a terminal sire, reflecting difference. the high growth rate and carcase yield All over the world, cattle breeders and for which the breed is known and which breeds are working out how best to were developed through their history in tackle this 3-way challenge of evaluating France. In Australia, a modest amount DNA tools, making progress for traits of performance recording has been other than growth, and making the best practiced. use of the total gene pool. Now, in the era of DNA markers and And everyone is realising that the key ever-tightening margins for every player lies in having solid, well-designed data in the beef value chain, it is time for the typically through some form of progeny Charolais breed in Australia, and Charolais test. breeders, to take a good look at whether more needs to be done in the area of MLA and the Beef CRC are working closely genetic improvement. with a number of breeds in Australia to tackle these challenges, and will certainly DNA markers will only be useful for a be willing to explore possibilities with the breed if they have been calibrated for that Charolais breed. There is a real risk that if breed the actual effect in that breed no action is taken, breeders in Australia has been worked out. will be essentially completely dependent Doing this means not just doing some on breed improvement efforts in France DNA tests, but also having a solid database and other countries, and on hoping that of performance records for the traits you DNA tests actually work in Charolais. are interested. If this has not been done, (The Charolais Society of Australia Ltd is no-one will know that the test results are currently engaged in assessing progeny saying. test programs that would be run in Similarly, if the breed or any breeder conjunction with MLA, CRC and other wants to make progress for traits cooperating breed societies through such as birth weight, or eating quality, ) performance records are a must and finally, making sensible use of the global Charolais gene pool is only possible when Charolais bull sales to date have been strong with current trends for price and bulls sold nationally statistically on par to 2007 & 2008 data. Early statistics show that Breedplan recorded bulls have a significantly higher clearance rate than non recorded bulls. Records would indicate that statistically, buyers continue to look for bulls with below breed average birth weight, breed average growth and above breed average fatness, as indicated in carcase EBV s. Considering the continuing dryer than average seasons in the south, and the reduction in cow numbers, and competition in the bull market, Charolais bull producers will need to remain focused on customer requirements to maintain and develop sales. THE 10 MAJOR BREEDS in order of bulls sold BREED NO. OF % OF NO. OF % OF TOP GROSS $ % OF AV $ SALES SALES BULLS BULLS PRICE $ GROSS SOLD SOLD ANGUS % 4,407 45% 38,000 18,243,723 46% 4,140 +HEREFORD 56 19% 1,718 18% 42,000 7,306,969 18% 4,253 CHAROLAIS 26 9% 889 9% 14,000 4,296,054 9% 3,832 BRAHMAN 7 2% 649 7% 42,000 2, % 3,758 SIMMENTALS 20 7% 418 4% 13,000 1,575,633 4% 3,769 LIMOUSIN 15 5% 364 4% 14,000 1,439,180 4% 3,954 DROUGHT- 6 2% 358 4% 17,000 1,270,050 3% 3,548 MASTER MURRAY 20 7% 342 3% 17,500 1,411,346 4% 4,127 GREY SHORTHORNS 7 2% 295 3% 27,000 1,393,649 4% 4,724 SANTA 7 2% 263 3% 12, ,684 2% 2,812 GERTRUDIS ANGUS 9 3% 113 1% 30, ,000 1% 3,336 INFUSED TOTALS % 9, % 42,000 39,603, % 4,035 Number of Charolais Bulls Sold at auction Bull sale historical trends Number of Charolais Bulls Sold at auction From the office... Looking to provide better service to members, Charolais Society staff are currently assessing models looking at changes to the current animal registration, HMF, transfer & Breedplan costs paid by members. These models look at developing an updated, fairer, more flexible system to members. Combined with the new ILR2 software, staff and management aim to offer all members a high standard of service. Charolais bull sales to date have been strong with current trends for price and bulls sold nationally statistically on par to 2007 & 2008 data. Early statistics show that Breedplan recorded bulls have a significantly higher clearance rate than non recorded bulls. Records would indicate that statistically, buyers continue to look for bulls with below breed average birth weight, breed average growth and above breed average fatness, as indicated in carcase EBV s. Considering the continuing dryer than average seasons in the south, and the reduction in cow numbers, and competition in the bull market, Charolais bull producers will need to remain focused on customer requirements to maintain and develop sales. Graphic elements Charolais Society of Australia T F E office@charolais.com.au Ideally it is to appear as it does above left with the top and bottom edges contained within the space allowed. However when working with space where the long edge runs horizontal rather than vertical the top and bottom of the triangle will need to touch the top and bottom edges. Charolais Society of Australia T F E office@charolais.com.au 9

10 Stationery A suite of stationary has been created. This design is to be used at all times for all correspondence. Master art is held by the National office and is available for re-printing. Additional versions or items can be created but must follow this design. POSTAGE PAID AUSTRALIA Charolais Society of Australia T F E office@charolais.com.au <Heading> Stationery Jack Henry General Manager Charolais Society of Australia Dip. AA M.O.F.M.C 1993 T F E gm@charolais.com.au Charolais Society of Australia T F E office@charolais.com.au Clockwise from top: DL envelope (C4 also available), Letterhead, With compliments slips, Business cards. Charolais Society of Australia T F E office@charolais.com.au 10

11 Corporate press ads These press advertisements serve as a guide for how a press ad is to be constructed and how graphic and written elements are used. Main imagery focus to be above X element A profitable combination. Cross into profit with your Angus and a Charolais performance bull. Charolais performance bulls are adding value to Angus herds around the country. The combined genetics result in higher growth rates, faster turn-off and increased carcase yields. So maximise your return on investment. Cross into profit with Charolais. To find out more contact us today on or visit A short, sharp headline is used to highlight the ad s key message. A subhead is used to explain/qualify the headline s message. Advertising <Heading> Charolais Society of Australia Ltd T F E office@charolais.com.au Headline is generally double the size of sub head. Body copy on a full page ad should be justified at 10pt. Copy is short and to the point. Bottom of logo to line up with bottom of last line of body copy. It should sit to the right of copy where possible. X on portrait advertising to run horizontal at 50% opacity. Contact details should where possible be set on one line underneath a 1pt yellow line. Corners of blue panel to be rounded. Full page advertising with bleed to be square not rounded. 11

12 Corporate press ads Maximise your gains. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia. Charolais Society of Australia Ltd T F E office@charolais.com.au X on landscape advertising to be placed vertically at 50% opacity. When it is not possible to place contact details in one line at bottom of page, a stacked contact detail block can be used. Logo to line up with bottom line of contact details. Advertising Extra earning capacity. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla. Charolais Society of Australia Ltd T F E office@charolais.com.au For instances where the blue block is too narrow to 1) have contact details one one line underneath yellow line OR 2) placed next to logo, this placement can be used. 12

13 Event press ads 10th Annual CHAROLAIS SALE Headline can be used within imagery and capital letters used to emphasise main point of advert. Main imagery focus to be above X element X on portrait advertising to run horizontal at 50% opacity. 25 Charolais bulls and 15 Charolais females to be offered for sale. A range of bulls and females, all from champion lines. Saturday 11 September 2009 at 1am Robinson Charolais Stud 400 Alexander Road, Yea. For more details and catalogue contact Brian Robinson on or brian@robinsoncharolais.com.au Charolais Society of Australia Ltd T F E office@charolais.com.au Copy is short and to the point. Yellow breakout box used to highlight important information such as date, time and location. Bottom of logo to line up with bottom of last line of body copy. It should sit to the right of copy where possible. Corners of blue panel to be rounded. Full page advertising with bleed to be square not rounded. Contact details should where possible be set on one line underneath a 1pt yellow line. Advertising 10th Annual CHAROLAIS SALE 25 Charolais bulls and 15 Charolais females to be offered for sale. A range of bulls and females, all from champion lines. Saturday 11 September 2009 at 1pm Robinson Charolais Stud 400 Alexander Road, Yea. For more details and catalogue contact Brian Robinson on or brian@robinsoncharolais.com.au Charolais Society of Australia Ltd Events small space press Charolais sale Use rounded corners on all edges for small space press. Use triangle for small space press. Contact details kept to a minimum when there is a direct persons contact details within body copy. 13

14 9.30am am SBTS Christian Duff Pee Wee and Juniors Animal requirements (please tick one) Marketing materials Various marketing materials have been developed in the new brand look. Some examples are shown over the next pages. Use these examples when creating new versions of these materials. If you wish to develop any new material in formats not shown here and are unsure of how to proceed, then please contact Regional Reach Advertising on for guidance. One key visual image STUD ANNUAL EDITION CHAROLAIS MAGAZINE JUNE 2009 AN OFFICIAL PUBLICATION OF THE CHAROLAIS SOCIETY OF AUSTRALUA LTD. Marketing materials Pull up banner Correct use of triangle as a header Centre aligned placement of logo and website for maximum impact. Simple easy to follow layout Beef 2009 & WTC Reports World Charolais Technical Conference Highlights Managing Tick Fever Overcoming Common Performance Recording Problems Charolais magazine Rounded corners used on image CHAROLAIS MUSTER Your invitation to the Charolais YOUTH Muster. CATTLE CAMP 2010 Program Day 1 Thursday 21st January By 12.00pm Heifers to be on grounds and inspected Registration of entrants/scheduling of cooking (parents) 12.00pm pm LUNCH 1.00pm pm Welcome Run down of program Teams announced Pee Wee and Junior 1.45pm pm Talk and demonstration on animal handling and safety DETACH TO RETURN Entry Form Seniors (Includes cattle parading and ring craft) Charolais Muster Youth Cattle Camp 1.45pm pm INFORMATION TO COME 2.30pm pm AFTERNOON TEA Pee Wee 3.00pm pm Getting to know your animal grooming and Parading practice Contact Details Personal Details Name: T-shirt size (S, M, L, XL): Seniors Heading Program Day 1 & pm pm Hands on Clipping All 5.00pm pm Free time until dinner muster Day 2 - Friday 22nd January 7.00am am BREAKFAST Junior/Intermediate/Senior 8.10am am Basic Beef cow nutrition - Teresa Craig DETACH TO RETURN Address: Age: Town: Post Code: Telephone: Fax: Experience Level of experience (please tick one): Level 1 - No experience. Level 2 - Cattle experience, no leading. Level 3 - Been to a Youth Camp before. Technical & Research Assistance, Brisbane Level 4 - Prepared and led cattle at show level independently. 8.10am am Halter making 9.30am am Judging tips use of microphone/speaking in public 10.30am am MORNING TEA Juniors 11.00am pm Understanding beef cattle structure and composition Seniors 11.00am pm Keep and cull practice evaluation models 12.30pm pm LUNCH Yes, I will be organising a suitable animal for the camp (details below): Name of Exhibit Ident Date of Birth Owner of Exhibit No, the committee will arrange for the loan of a suitable animal. 1.15pm pm Young Judges Competition I wish to participate in the Charolais Youth Cattle Camp, and will abide by the conditions of entry. Entrant s signature: Ring 1 Pee Wee / Junior Ring 2 Intermediate / Senior 4.30pm pm Feed animals/parading practice 5.30pm pm Showers/free time 6.00pm pm DINNER MASTER CHEF COOK OFF Gourmet steak sandwich 8.00pm Games/activities DETACH TO RETURN Signature of Parent or Guardian: (If entrant is under 18 years of age) Name of Parent or Guardian: Please return this entry form with payment and completed medical form (on reverse) to: Charolais Society of Australia Ltd PO Box 772 Armidale NSW 2350 Ph: Fax: PITTSWORTH SHOWGROUNDS 14 Youth camp booklet

15 Marketing materials Newsletter This newsletter style can be used by both federal and state branches, and can be regionalised/ branded accordingly. This format is to be used to communicate information with a short shelf life. October 2009 NEWS EXPRESS CHAROLAIS CHAT SOUTHERN REGION Good use of typography with key word being bigger than rest. Food for thought General Manager, Jack Henry At a bull sale a couple of weeks ago, I was interested to hear an agent advocate to the crowd of potential Charolais customers that the only thing they got paid for as commercial producers was weight, and all the talk about carcase and eating quality were issues for the feed lotting and processing sector. While I understand the point he was trying to make at the time, this sort of comment should be viewed as a rather simplistic argument, particularly when we consider those critically important factors that drive on farm & processor beef profitability and end customer satisfaction. What are the components that should encourage producers to purchase Charolais genetics? Do we present these in a measured form? The feedback that we re getting from customers is giving us some very clear information that we need to take on board. Did you know... Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla. As the suppliers of genetics, in the form of bulls, we start the whole process of beef production; in fact we re really the bottom rung of the beef ladder. The feedback that we receive on the Charolais product from those up the ladder, commercial producers, backgrounders, feedlotters, processors and consumers is needed to drive product design. How we engage with these different segments of the beef chain in bull design is a key question to maintaining and gaining ground as a preferred supplier. We need to recognise that ultimately we are responsible for the production of a Progeny Test Programs Robert Banks, Senior Manager Southern Australia Meat and Livestock Australia. The Charolais breed has made an important contribution to the Australian beef industry in the decades since the breed was first imported. That contribution has been primarily as a terminal sire, reflecting the high growth rate and carcase yield for which the breed is known and which were developed through their history in France. In Australia, a modest amount of performance recording has been practiced. Now, in the era of DNA markers and ever-tightening margins for every player in the beef value chain, it is time for the Charolais breed in Australia, and Charolais breeders, to take a good look at whether more needs to be done in the area of genetic improvement. DNA markers will only be useful for a breed if they have been calibrated for that breed the actual effect in that breed has been worked out. Doing this means not just doing some DNA tests, but also having a solid database of performance records for the traits you are interested. If this has not been done, no-one will know that the test results are saying. Similarly, if the breed or any breeder wants to make progress for traits such as birth weight, or eating quality, performance records are a must and finally, making sensible use of the global Charolais gene pool is only possible when very clearly that we will need to become more flexible in the development of a more efficient, more profitable animal. For bull producers, the key question is how does our product deliver more for less? How do we work to supply animals that lower the costs involved in the production of commercial beef, create efficiencies, and raise the profitability of those customers along the chain? This kind of thinking develops our own businesses and sends signals to customers, industry and end users, letting them know the product we aim to deliver has been prepared in a thoughtful, intelligent way. As the suppliers of Charolais genetics, in the form of bulls, we start the whole process of beef production; in fact we re really the bottom rung of the beef ladder. high quality protein source. As climate variability and global population expansion create greater pressures on agriculture, we must be conscious that increases in world food production, particularly in the key staples of protein and grain energy sources, will be major issues over the next years. The cost of grain fed to livestock (and the outside pressures that look to this grain as a source of food for humans) and the tight margins that our feedlotting sector are under tell us there is sound performance recording and genetic evaluation of Australian cattle otherwise you can never know whether imported material is better, worse or no difference. All over the world, cattle breeders and breeds are working out how best to tackle this 3-way challenge of evaluating DNA tools, making progress for traits other than growth, and making the best use of the total gene pool. And everyone is realising that the key lies in having solid, well-designed data typically through some form of progeny test. MLA and the Beef CRC are working closely with a number of breeds in Australia to tackle these challenges, and will certainly be willing to explore possibilities with the Charolais breed. There is a real risk that if no action is taken, breeders in Australia will be essentially completely dependent on breed improvement efforts in France and other countries, and on hoping that DNA tests actually work in Charolais. (The Charolais Society of Australia Ltd is currently engaged in assessing progeny test programs that would be run in conjunction with MLA, CRC and other cooperating breed societies through ) 2009 Charolais Bull Auction Sales Summary * *Compiled from information available as at 21st August 2009 (+ Horned & Polled) THE 10 MAJOR BREEDS in order of bulls sold BREED NO. OF % OF NO. OF % OF TOP GROSS $ % OF AV $ SALES SALES BULLS BULLS PRICE $ GROSS SOLD SOLD ANGUS % 4,407 45% 38,000 18,243,723 46% 4,140 +HEREFORD 56 19% 1,718 18% 42,000 7,306,969 18% 4,253 CHAROLAIS 26 9% 889 9% 14,000 4,296,054 9% 3,832 BRAHMAN 7 2% 649 7% 42,000 2, % 3,758 SIMMENTALS 20 7% 418 4% 13,000 1,575,633 4% 3,769 LIMOUSIN 15 5% 364 4% 14,000 1,439,180 4% 3,954 DROUGHT- 6 2% 358 4% 17,000 1,270,050 3% 3,548 MASTER MURRAY 20 7% 342 3% 17,500 1,411,346 4% 4,127 GREY SHORTHORNS 7 2% 295 3% 27,000 1,393,649 4% 4,724 SANTA 7 2% 263 3% 12, ,684 2% 2,812 GERTRUDIS ANGUS 9 3% 113 1% 30, ,000 1% 3,336 INFUSED TOTALS % 9, % 42,000 39,603, % 4,035 Number of Charolais Bulls Sold at auction Another option for a quote/ highlight box with use of triangle on one end. Solid colour background to break up facing pages with a lot of information Number of Charolais Bulls Sold at auction From the office... Looking to provide better service to members, Charolais Society staff are currently assessing models looking at changes to the current animal registration, HMF, transfer & Breedplan costs paid by members. These models look at developing an updated, fairer, more flexible system to members. Combined with the new ILR2 software, staff and management aim to offer all members a high standard of service. Marketing materials Bull sale historical trends Charolais bull sales to date have been strong with current trends for price and bulls sold nationally statistically on par to 2007 & 2008 data. Early statistics show that Breedplan recorded bulls have a significantly higher clearance rate than non recorded bulls. Records would indicate that statistically, buyers continue to look for bulls with below breed average birth weight, breed average growth and above breed average fatness, as indicated in carcase EBV s. Considering the continuing dryer than average seasons in the south, and the reduction in cow numbers, and competition in the bull market, Charolais bull producers will need to remain focused on customer requirements to maintain and develop sales. Bull sale historical trends Charolais bull sales to date have been strong with current trends for price and bulls sold nationally statistically on par to 2007 & 2008 data. Early statistics show that Breedplan recorded bulls have a significantly higher clearance rate than non recorded bulls. Records would indicate that statistically, buyers continue to look for bulls with below breed average birth weight, breed average growth and above breed average fatness, as indicated in carcase EBV s. Considering the continuing dryer than average seasons in the south, and the reduction in cow numbers, and competition in the bull market, Charolais bull producers will need to remain focused on customer requirements to maintain and develop sales. Rounded corners breakout box with use of X to separate headline and body copy ads an interesting element to a copy heavy page. Graphs and tables to be kept simple, clean and easy to understand 15

16 Marketing materials 2010 Calendar 2010 Victoria Region Calendar Important information larger than other words. Square corners used when item requires bleed. Marketing materials New Charolais Bob and Betty Smith Smiths Road, Homesville, Victoria 3000 T E jack@newcharolais.com.au SUNDAY 31 MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 Triangle end highlight box used to highlight breeder information. Round corners used on solid colour January BEEF WEEK FIELD DAYS COMMENCE 25 AUSTRLAIA DAY Charolais Society of Australia Ltd T F E office@charolais.com.au Corporate brochure This brochure style is for federal use ONLY and to communicate brand information with a long shelf life. 16

17 Do s and don ts Don t stretch the logo in any way Don t alter the colour of the logo Don t place the logo on any other colour background than blue or white Do s and don ts Don t use the reverse logo on any background colour other than blue Don t make the logo smaller than 20mm wide Don t stretch the scale of the cross to fit space 17

18 Do s and don ts Below is an example layout that has various scenarios of an incorrect way to construct a press advertisement. For correct example please refer to pages Do s and don ts A profitable combination. Cross into profit with your Angus and a Charolais performance bull. Charolais performance bulls are adding value to Angus herds around the country. The combined genetics result in higher growth rates, faster turn-off and increased carcase yields. So maximise your return on investment. Cross into profit with Charolais. To find out more contact us today on or visit One image only is to be used in the X under all circumstances. In vertical formats it is always to be placed above the X and in horizontal formats to either the left or the right of the X. Charolais Society of Australia Ltd T F E office@charolais.com.au Incorrect font used throughout Incorrect placement of logo 18

19 Do s and don ts Did you know... Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla. Progeny Test Programs Robert Banks, Senior Manager Southern Australia Meat and Livestock Australia. The Charolais breed has made an Charolais gene pool is only possible important contribution to the Australian when there is sound performance beef industry in the decades since recording and genetic evaluation of the breed was fi rst imported. That Australian cattle otherwise you can contribution has been primarily as a never know whether imported material terminal sire, refl ecting the high growth is better, worse or no difference. rate and carcase yield for which the All over the world, cattle breeders and breed is known and which were breeds are working out how best to developed through their history in tackle this 3-way challenge of evaluating France. In Australia, a modest amount DNA tools, making progress for traits of performance recording has been other than growth, and making the best practiced. use of the total gene pool. Now, in the era of DNA markers and And everyone is realising that the key ever-tightening margins for every player lies in having solid, well-designed data in the beef value chain, it is time for typically through some form of progeny the Charolais breed in Australia, and test. Charolais breeders, to take a good look at whether more needs to be done in MLA and the Beef CRC are working the area of genetic improvement. closely with a number of breeds in Australia to tackle these challenges, DNA markers will only be useful for a and will certainly be willing to explore breed if they have been calibrated for possibilities with the Charolais breed. that breed the actual effect in that There is a real risk that if no action is breed has been worked out. taken, breeders in Australia will be Doing this means not just doing some essentially completely dependent on DNA tests, but also having a solid breed improvement efforts in France database of performance records for and other countries, and on hoping that the traits you are interested. If this has DNA tests actually work in Charolais. not been done, no-one will know that (The Charolais Society of Australia Ltd is the test results are saying. currently engaged in assessing progeny Similarly, if the breed or any breeder test programs that would be run in wants to make progress for traits conjunction with MLA, CRC and other such as birth weight, or eating quality, cooperating breed societies through performance records are a must and ) fi nally, making sensible use of the global 2009 Charolais Bull Auction Sales Summary * *Compiled from information available as at 21st August 2009 (+ Horned & Polled) THE 10 MAJOR BREEDS in order of bulls sold BREED NO. OF % OF NO. OF % OF TOP GROSS $ % OF AV $ SALES SALES BULLS PRICE GROSS SOLD $ ANGUS % 4,407 45% 38,000 46% 4,140 +HEREFORD 56 19% 1,718 18% 42,000 7,306,969 18% 4,253 CHAROLAIS 26 9% 889 9% 14,000 4,296,054 9% 3,832 BRAHMAN 7 2% 649 7% 42,000 2, % 3,758 SIMMENTALS 20 7% 418 4% 13,000 1,575,633 4% 3,769 LIMOUSIN 15 5% 364 4% 14,000 1,439,180 4% 3,954 DROUGHT- 6 2% 358 4% 17,000 1,270,050 3% 3,548 MASTER MURRAY 20 7% 342 3% 17,500 1,411,346 4% 4,127 GREY SHORT- 7 2% 295 3% 27,000 1,393,649 4% 4,724 HORNS SANTA 7 2% 263 3% 12, ,684 2% 2,812 GERTRUDIS ANGUS 9 3% 113 1% 30, ,000 1% 3,336 INFUSED TOTALS % 9, % 42,000 39,603, % 4,035 Number of Charolais Bulls Sold at auction Number of Charolais Bulls Sold at auction Auction summary Bull sale historical trends Don t use yellow for triangles. Must always be blue. Charolais bull sales to date have been strong with current trends for price and bulls sold nationally statistically on par to 2007 & 2008 data. Early statistics show that Breedplan recorded bulls have a signifi cantly higher clearance rate than non recorded bulls. Records would indicate that statistically, buyers continue to look for bulls with below breed average birth weight, breed average growth and above breed average fatness, as indicated in carcase EBV s. Considering the continuing dryer than average seasons in the south, and the reduction in cow numbers, and competition in the bull market, Charolais bull producers will need to remain focused on customer requirements to maintain and develop sales. Don t use square corners for images. Must be rounded. Bull sale historical trends Incorrect font used. Don t use any other colours than those specified on the colour pallet of this guide on page 5. Charolais bull sales to date have been strong with current trends for price and bulls sold nationally statistically on par to 2007 & 2008 data. Early statistics show that Breedplan recorded bulls have a signifi cantly higher clearance rate than non recorded bulls. Records would indicate that statistically, buyers continue to look for bulls with below breed average birth weight, breed average growth and above breed average fatness, as indicated in carcase EBV s. Considering the continuing dryer than average seasons in the south, and the reduction in cow numbers, and competition in the bull market, Charolais bull producers will need to remain focused on customer requirements to maintain Don t use X as a background element. X must only be used with an image or in a breakout box when necessary as above. Incorrect use of triangle. Triangle must use approx a one of three column widths of an A4 page as shown above left. Approval procedures Approval procedures It is vitally important that all Charolais Society communications portray the same brand look and message, no matter where it appears or how it is utilised. For this reason, we ask you to follow the following approval procedure in creation of all new artwork. 1. Send your artwork to Jack Henry, briefly outlining the purpose/objective. 2. Jack Henry will review and send this artwork onto Regional Reach Advertising for their input if needed. 3. Jack Henry will outline suggestions and revisions if needed. 4. Revise your artwork and send back to Jack Henry for final approval. Please note that if you have specific design questions during the process of creating your artwork you are welcome to contact Regional Reach Advertising on

20 Charolais Society of Australia Ltd T F E office@charolais.com.au