BRAND USE GUIDELINES November 2016

Transcription

1 BRAND USE GUIDELINES November 2016 Brand platform and logo guidelines are produced to ensure consistency and effectiveness of the brand use across all elements and users. Variation to these guidelines will create confusion and uncertainty for the message and positioning wished to be conveyed to target markets and audiences doing this dilutes the strength of the brand. 1. The new brand logo is available for promotional use by the Whanganui district and community. The brand includes the logo and tagline and not photographic imagery shown as examples at the brand launch. 2. Any one colour of the brand logo may be used. Current Whanganui and Partners produced collateral follows the below: Main use of the brand online and for the Official Visitor Guide and website is orange. The reason for this is that neutral and natural environment tones are used frequently in tourism markets and do not stand out. A bright colour creates impact when shown amongst other competing collateral. The Whanganui Heritage Guide and heritage related collateral uses red. The Whanganui Walkways and Cycling Guide and outdoor activity collateral uses blue. The Whanganui Arts Guide and related collateral uses purple. The proposed new Whanganui River Road Guide uses a dark green. 3. The brand logo may not be reproduced for commercial gain without a licensing agreement with Whanganui and Partners and the Whanganui District Council in place. 4. The new brand platform and design does not have a minimum size restriction however users need to be aware that the tagline words become unreadable and the brackets in the design easily mistaken for letters when replicated as a small logo. 5. The brand font or typeface is Gotham Black. 6. Misuse of the brand should be directed to the contacts provided in the brand design elements guide attached.

2 BRAND DESIGN ELEMENTS & USE November Whanganui and Partners and the Whanganui District Council will not restrict use of the brand colour. 2. The new brand platform and design does not have a maximum or minimum size restriction. However users need to be aware that the tagline words become unreadable and the brackets in the design easily mistaken for letters when replicated as a small logo. 3. The full name of Whanganui cannot be used without the tagline All you need (and then some). If an organisation or council activity feels there is an acceptable alternative to the tagline or use of the tagline that still conveys the meaning of the brand platform, please seek permission and advice from Lyn Cheyne, Whanganui and Partners.

3 4. The name Whanganui in the brand platform and design must not be used without the H. 5. Only the brand platform and logo designs including the tagline must be in the Gotham Black font or typeface. This is not required for titles of documents, business name titles or document and online content. 6. The brand platform and logo design must be used in uppercase font or typeface (capitals). 7. The tagline must only be used with brackets. 8. The tagline must only be replicated in the grey colours as designated and provided on the attached document. The statement All you need is in a darker or bold grey and the (and then some) in a lighter grey. This is applicable regardless of positioning of the tagline against the name Whanganui. The tagline All you need (and then some) can be placed:

4 To the right of Whanganui and in full horizontally and in a smaller size To the right of Whanganui in a smaller size and stacked in two parts Under Whanganui and in full horizontally and to extend to the same size of the word above 9. The W circle design may be used on its own or with the full logo as required. Facebook, Instagram, Pinterest and LinkedIn posts may use the W circle design on its own if desired. 10. A Te Reo translation is available and is to be used with the same guidelines in terms of colour, tagline, placement and design as the English version. The Te Reo translation of the tagline may be used in lower case.

5 11. NOT RECOMMENDED OR PERMITTED TO USE A condensed circle, typeface or font. A stretched circle, typeface or font. A rotated or angled circle, typeface or font. A skewed or italicised circle, typeface or font. Removed or adjusted graphic elements including the brackets, design of the uppercase W or use of the circle shape. Graduated single colour (colour fade), horizontal or colour spectrum use within the brand platform and logo design. Replaced single colour with imagery (appears as a brand cut out from an image) within the brand platform and logo design. An outline, shadow, reflection or glow effect on the circle, typeface or font. 12. Artwork files are available in.eps,.jpg, and.png formats. 13. See below for technical typeface and colour specifications.

6 Font Gotham Black VA: WHANGANUI -10 VA: ALL YOU NEED (AND THEN SOME) 110 ORANGE: CMYK 0/60/ 100/0 PMS 165 RGB 245/ 130/ 32 GREY: CMYK 0/0/0/50 PMS COOL GREY 8 RGB 147/ 149/ 152 BLUE: CMYK 100/ 14/0/0 PMS 2995 RGB 0/ 156/ 224 RED: CMYK 15/ 100/ 100/0 PMS 1797 RGB 210/ 35/47 PURPLE: CMYK 10/ 100/0/49 PMS 242 RGB 130/0/ 83 GREEN: CMYK 75/ 5/ 100/0 PMS 361 RGB 65/ 173/ 73