A brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes and symbols.
It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers.
The Surf Life Saving Australia (SLSA) brand is the combination of many attributes which have been established during our 100 years: our lifesaving commitment; our volunteering force; our vigilance and duty; our fearless service. These, and more, embody our brand, making it are presentation of everything we do.
The aim of this manual is to provide a greater understanding of the SLSA brand. To highlight the importance of a consistent image some helpful tools, guidelines and procedures are included to bring our brand to life.
Intellectual Property (IP) Rights
The value of IP, particularly brand names, images and trademarks, is widely recognised. SLSA has developed a number of assets which carry protection.
Authorisation
These Brand Guidelines demonstrate how SLSA’s imagery must be presented when authorised. They do not authorise them. SLSA has registered a number of trademarks, representing and protecting some of its key IP.
These trademarks include:
- Our logo
- The words:
‘Lifesaver’; ‘Swim between
the Flags’; ‘Life of the Beach’.
- Actual things:
The Red and Yellow Cap; the Red and Yellow Flag; Lifesaver Patrol Uniforms; Lifeguard Uniforms.
Trademark
Trademark registration entitles SLSA to the exclusive use of these trademarks. The trademarks are made available to states, clubs and authorised sponsors under SLSA’s IP policy. SLSA’s IP policy can be found at www.slsa.com.au The process for IP usage is summarised below. Any use of SLSA IP contrary to the IP policy will be considered a serious matter and result in disciplinary proceedings being initiated under SLSA Regulations.
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