brand guidelines – v1. guide.pdf · whyalla / brand guidelines / v1 5 whyalla is south...

Whyalla / Brand Guidelines / V1 1

Brand Guidelines – V1. August 2016

CONTENTSExecutive Summary 5

Brand Vision 6

Brand Values 7

Brand Story 7

Tone of Voice 8

Key Messages 8

Key Words and Phrases 8

Whyalla Logos 10

Colour Palette 22

Typography 24


Whyalla has a story to tell


Whyalla is South Australia’s largest regional city, with a relaxed culturally diverse community. Whyalla offers a unique way of life while still providing all the services and offerings that are attractive to larger urban living.

Whyalla boasts excellent industry opportunities including a close proximity to mining and oil and gas developments, transport, education, engineering, retail and small business to name a few.

The objective of rebranding is to reposition Whyalla through the identification, definition and development of a new brand.

A brand is built on a city’s existing strengths; the elements that constitute the city, such as the visual, economic, psychological, and symbolic elements, as well as the aspects that differentiate the city from others. Embracing, adoption and use of the brand by Council and its many local stakeholders is a crucial factor in the success of rebranding.

The newly developed brand will represent all facets of Whyalla including destination marketing, tourism, lifestyle, events, economic development, industry and urban planning.

Whyalla must refresh its brand story to communicate to local and national audiences the city it is today, where it’s going and why it matters.

Executive Summary


To encourage audiences to unearth Whyalla.

To be recognised as a dynamic city for innovation and opportunity.

To be known as a beautiful gateway to natural wonders and exciting adventures.

Whyalla is the ideal place to enjoy a vibrant lifestyle.

BRAND VISION


These brand values represent Whyalla’s brand essence. They underpin all communications.

1. Community

2. Natural wonders

3. Connected

4. Unique

VISIONBRAND VALUES

Whyalla’s brand story was unearthed through the comprehensive research phase. This approach was crucial to ensure the brand story was authentic and that it resonated with key audiences.

The foundation of the story is the brand values, which evolved from primary outcomes of the overall research and engagement process.

Whyalla is a place of natural wonders. From the iconic and breathtaking Giant Cuttlefish to our cracked shingle beaches and iron ore, we are shaped by our natural environment and incredible uniqueness.

We celebrate our local heritage, arts and culture, we recognise this to be the distinctive fabric of life that intertwines to shape Whyalla’s world.

It’s the inspiring possibilities and rich heritage that makes us all so passionate about Whyalla. There is a shared vision and a resilient spirit that makes great things possible.

We are a connected community. We are proud, proud of where we came from and proud of where we’re going. We are creating new possibilities and embracing the future. We provide strong support to anyone ‘giving it a go’ here.

Our central location means we are accessible and ideally located for new and emerging industries, tourism and potential residents.

BRAND Story

Whyalla / Brand Guidelines / V18

This is the expression of brand values through written copy. Tone of voice governs what you say and how you say it.

All written communications should use the following tone:

» Engaging

» Vibrant

» Optimistic

» Togetherness

When writing any marketing related copy including advertisements, media releases, reports, website content, brochures, posters, public notices etc, please reflect on the above identified tone.

Copy should be of a high standard and should refrain from being too generic. All copy should aim to enhance the Whyalla brand and should be positive, specific and descriptive.

Headlines should be creative and well executed.

Call to actions should be direct and easy to follow.

Copy in a social media context may be more conversational.

All copy should be family-friendly and suitable for a wide range of age groups avoiding all slang and offensive language.

All copy should remain up-to-date with the latest and most appropriate terminology.

TONE OF VOICEThese key messages should feature in online and offline marketing collateral. The messages should also be conveyed visually in the imagery that is used in marketing collateral.

» Unearth Whyalla

» Unearth Adventure

» Unearth Opportunity

» Unearth Potential

» Unearth Natural Wonders

KEY MESSAGES

These key messages should feature in online and offline marketing collateral. The messages should also be conveyed visually in the imagery that is used in marketing collateral.

» Adventure

» Possibility

» Connected

» Enterprising

» Lifestyle

» Supportive

» Skilled

» Innovative

» Landscapes

» Natural Wonders

» Experiences

KEY WORDS AND PHRASES


UNEARTH WHYALLA


PRIMARY LOGOWhyalla’s primary logo is to remain consistent on all marketing material. The logo should not be recreated or distorted.

Minimum size:

30mm wide

Clear space:

A space of equal value to the height of the ‘W’ in Whyalla is to be left around the logo


MONO version

REV version


PRIMARY Tagline LOGO

Minimum size:

30mm wide

Clear space:


Whyalla’s primary logo is to remain consistent on all marketing material. The logo should not be recreated or distorted.


MONO version

REV version


Minimum size:

30mm wide

Clear space:


PRIMARY Tagline LOGO (SA)Whyalla’s primary logo is to remain consistent on all marketing material. The logo should not be recreated or distorted.


MONO version

REV version


Minimum size:

20mm wide

Clear space:


secondary LogoStacked Version

Whyalla’s secondary logo is to remain consistent on all marketing material. The logo should not be recreated or distorted.


MONO version

REV version


Secondary Tagline LOGO

Minimum size:

20mm wide

Clear space:


Stacked Version



MONO version

REV version


Minimum size:

20mm wide

Clear space:


Secondary Tagline LOGO (SA)Stacked Version



MONO version

REV version


COlour Palette

PRIMARY COLOUR

Secondary COLOUR

C: 100 M: 64 Y: 22 K: 33

C: 97 M: 20 Y: 20 K: 17

R: 32 G: 56 B: 97

Spot: PMS 648 C

Spot: PMS 633 C

R: 28 G: 120 B: 14



Tertiary COLOURs

C: 68 M: 11 Y: 48 K: 0

R: 106 G: 164 B: 134

C: 98 M: 7 Y: 41 K: 6

R: 37 G: 146 B: 141

C: 82 M: 74 Y: 22 K: 13

R: 69 G: 64 B: 113

C: 45 M: 55 Y: 14 K: 2

R: 134 G: 105 B: 152

C: 9 M: 42 Y: 20 K: 0

R: 205 G: 149 B: 163

C: 0 M: 35 Y: 49 K: 0

R: 228 G: 166 B: 119

C: 1 M: 13 Y: 45 K: 0

R: 242 G: 213 B: 144

C: 0 M: 60 Y: 100 K: 0

R: 213 G: 100 B: 0

C: 14 M: 6 3 Y: 96 K: 15

R: 167 G: 89 B: 44

C: 61 M: 42 Y: 12 K: 38

R: 76 G: 86 B: 117

Whyalla / Brand Guidelines / V124 Whyalla / Brand Guidelines / V124

Typography

Quanta PRO EAST

LOGO TYPEFACE (FOR HEADINGS, HEADLINES ETC.)

abcdefghijklmn opqrstuvwxyz1234567890 !@#$%^&*()_+


SECONDARY TYPEFACE (FOR BODY COPY, HEADINGS AND SUB HEADINGS ETC.)

CONDUIT LIGHTA BC DE FGHIJ K LM NOP Q R S T U V W X YZabc def g h i j k l m nopq r s tu v w x y z12345 67890 ! @ # $ % ^ & * ( ) _ +

CONDUIT REGULARABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*()_+

CONDUIT BOLDABCDEFGHI JKLMNOP QRSTUV WX Y Zabc def ghijklmnopqrstu v wx yz1234567890 !@#$%^&*()_+

CONDUIT EXTRA BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*()_+

The Whyalla logo is typeset in Quanta Pro East.

Where available Quanta Pro East should be used in all branding such as letterheads, business cards, promotional booklets and other materials, to ensure brand consistency.

Conduit – Light or Regular should be used for all body copy and Conduit – Bold or Extra Bold should be used for other headings and sub-heading throughout Whyalla Council collateral.

For all Windows/Microsoft application where Conduit or Quanta Pro East is not available Calibri is recommended.

brand guidelines – v1. guide.pdf · whyalla / brand guidelines / v1 5 whyalla is south...

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