Brand manual · Chapter 09
Grid system
A framework for possibility.
Seven building blocks
Input frame, impact point, output frame, headline, body copy, keyline and contact. The impact point is always primary yellow.
Landscape and square
The input frame is a square with a side equal to 25% of the canvas height. The impact-point square is one ninth of the input-frame square, as illustrated in the manual.
Portrait
The input-frame side is 23.55% of the canvas height. Align the grid with the side that holds the input frame.
The output frame
Anchor it behind the impact point, with two opposite sides at a 45-degree angle. Align content to the grid and keep a clear cell at the bottom.
Explore the original manual 5 pages · May 2022
Original chapter pages, including all diagrams and examples. PDF page numbers are used below; printed page numbers differ after the first chapter. Historic application examples retain their original wording.
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 5 2
9 Grid
System
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 5 3
GRID SYSTEM
Layout anatomy
1 INPUT FRAME
Within the impact frame should be
an image or graphic that shows
what HSA has done or will do in the
context of the story being told. It
can be of an employee, a product or
another significant image that clearly
3 represents the subject matter.
2 IMPACT POINT
Always coloured in our primary
yellow, this highlights the role of HSA
in any communication to the viewer.
Wherever we see this, we know 2 it is a HSA story.
3 OUTPUT FRAME
The outcome of activating the ‘input’
and how it can drive change for
business and communities.
4 HEADLINE
The headline must sit on the baseline
of the impact point and the font size
must not exceed the height of the cell. 4
Font size is allowed to scale down
within the cell and is governed by
amount of content.
5
5 BODY COPY 1
Detailed information and
call to action.
6 KEYLINE 6 Sits half cell above URL.
7
7 CONTACT
Website URL address.
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 5 4
GRID SYSTEM
Grid system
landscape
The grid system is based around the
impact point square which is housed
within the input frame.
AXIS
With a landscape format, the input Y
frame is 25% of the height of the Y axis
squared, with the impact point being 1/9
of the input frame squared.
The size of the impact point square
(WxH) is used to make the grid. Once the
grid is established, the input frame and
impact point can be located on either
side of the canvas, with the impact point Input frame 25% scale squared of Y axis. Impact point 1/9 of input frame squared. The grid is made using impact point square dimensions.
always being sat on the most central
inside corner of the input frame.
With the grid set, it allows for other
assets to be added to the layout.
Every part of the design must snap to
the grid. The height of where the input
frame is placed on the Y axis depends
upon the amount of content required.
Note:
Not all formats will allow for the grid
to fit both X and Y axis equally. In this
case the Y axis is the datum point as
the input and impact frames must
be square.
Headline copy shown at maximum size.
See example visuals. Output frame is always anchored behind the impact point. Content governs the height for all assets. One cell from the
Two opposite sides of the output frame must be at a 45 bottom, should be left clear before the edge of the canvas.
degree angle to the grid.
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 5 5
GRID SYSTEM
Grid system
portrait
With a portrait format, the input frame AXIS
Yis 23.55% of the height of the Y axis
squared, with the impact point being 1/9
of input frame squared.
The size the impact point square (WxH)
is used to make the grid. Once the grid
is established, the input frame and
impact point can be located on either
side of the canvas, with the impact point
always being sat on the most central
inside corner of the input frame. Input frame 23.55% scale squared Impact point 1/9 of input frame The grid is made using impact
However, when using portrait formats of Y axis. squared. point square dimensions.
the grid must align to the side in which
side the input frame is placed.
With the grid set, it allows for other
assets to be added to the layout.
Every part of the design must snap to
the grid. The height of where the input
frame is placed on the Y axis depends
upon the amount of content required.
Note:
Not all formats will allow for the grid
to fit both X and Y axis equally. In this
case the Y axis is the datum point as
the input and impact frames must
be square.
Headline copy shown at maximum size.
See example visuals.
Grid aligned to the side in which side Grid NOT aligned to the side Output frame is always anchored Content governs the height for all
the input frame is placed. in which side the input frame behind the impact point. Two opposite assets. One cell from the bottom,
is placed. sides of the output frame must be should be left clear before the edge
at a 45 degree angle to the grid. of the canvas.
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 5 6
GRID SYSTEM
Grid system
square
With a square format, the input frame is
25% of the height of the Y axis squared,
with the impact point being 1/9 of input
AXISframe squared.
Y
The size the impact point square (WxH)
is used to make the grid. Once the grid
is established, the input frame and
impact point can be located on either
side of the canvas, with the impact point
always being sat on the most central
inside corner of the input frame.
Input frame 25% scale squared of Y axis. Impact point 1/9 of input frame squared. The grid is made using impact point
With the grid set, it allows for other square dimensions.
assets to be added to they layout.
Every part of the design must snap to
the grid. The height of where the input
frame is placed depends upon the
amount of content required.
Note:
Headline copy shown at maximum size.
See example visuals.
Output frame is always anchored behind Content governs the hight for all assets.
to the impact point. Two opposite sides of One cell from the bottom, should be left
the output frame must be at a 45 degree clear before the edge of the canvas.
angle to the grid.Continue exploringApplications