STYLE GUIDE. Developed by

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1 STYLE GUIDE Developed by

2 INTRODUCTION The Tidbinbilla Brand is a clear and consistent voice and a refined look and feel in which to speak to the desired audience. It is the sensory representation of the location and the experience as a whole. The Tidbinbilla brand mark was created over ten years ago as part of a suite of designs intended to give an individual identity to the reserves and precincts in the Canberra region. The logos were used to differentiate the reserves through identifying them with one recognisable animal. Since then, Tidbinbilla s rock wallaby has become somewhat of a mascot and holds a strong connection to the brand identity. Tidbinbilla is to be referred to simply as Tidbinbilla and the font-style was developed to be a free-flowing cursive style. This guide extends the usability of the logo into a corporate style that can be applied to all communication mediums. The purpose of the brand documentation is to assist future designers and brand managers to correctly manage the brand touch points to maintain the integrity of the corporate identity. It will allow designers to produce an ongoing consistent message that will resonate with the audience and enhance the image of Tidbinbilla in the years to come.

3 BRANDMARK The Tidbinbilla brandmark must not be reproduced in any colour other than the Tidbinbilla corporate colours specified in this guide. The brandmark can also be reversed out of darker colours (preferably corporate colours or black) in white. Nothing may infringe upon the space within x mm on all sides of the brandmark, where x is the width of the rock wallaby s body (excluding tail). The brandmark must not be used at a width of any less than 20mm.

4 WORDMARK The Tidbinbilla wordmark can be used as a simple alternative to the more intricate Tidbinbilla brandmark. The Tidbinbilla wordmark must not be reproduced in any colour other than the Tidbinbilla corporate colours specified in this guide. The wordmark can also be reversed out of darker colours (preferably corporate colours or black) in white. Nothing may infringe upon the space within x mm on all sides of the logo, where x is the height of the T. The wordmark must not be used at a width of any less than 20mm. WORDMARK FONT The font used in the wordmark is GFY Jeanna. GFY Jeanna may be used for headings and large display text but it must never be used for body text on any Tidbinbilla material.

5 CALL TO ACTION A call to action is an objective you want your audience to complete. The Tidbinbilla call to action entices the viewer to discover/ rediscover Tidbinbilla. It is one of the most essential parts of the brand and should be featured prominently on all marketing material. Tidbinbilla has two calls to action one for the local market, and one for the interstate/ international market. LOCAL MARKET Rediscover Tidbinbilla Used in communication to re-connect Tidbinbilla with the Canberran audience. Possible mediums: Local press adverts, Radio commercials, TVC Canberra etc INTERSTATE/INTERNATIONAL MARKET Discover Tidbinbilla Used in communication for a broader audience. Something for everyone available at Tidbinbilla. Possible mediums: interstate press adverts, in the visitor information centre.

6 FONTS Print fonts and web fonts are distinguished by why they were created. While print fonts are designed for easy reading on paper, web fonts are designed to be aesthetically pleasing on a computer screen. For this reason, the Tidbinbilla brand has more than one set of fonts. SET 1 PRINT Gotham can be used for headings and body text. Aa Gotham ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa Tahoma ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa Meta Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ITC New Baskerville Std is a serif option best suited to captions, quotes and larger quantities of body text. SET 2 WEB Tahoma and Georgia are to replace Gotham and ITC New Baskerville Std respectively on all on-screen material including websites and Microsoft Office documents. SET 3 SIGNANGE Meta Pro can be used on signage only. Aa ITC New Baskerville Std ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa Georgia ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

7 COLOUR PALETTE The Tidbinbilla brand is made up of five main colours Green, Orange, Blue Grey, Yellow and Dark Grey. Each of the main colours has a darker companion shade (see example). VEGETATION All printed Tidbinbilla material must be produced using the correct Pantone Colour Bridge or CMYK values. Pantone: 5787 PC CMYK: 14 / 4 / 36 / 12 RGB: 190 / 194 / 146 #: BEC292 Pantone: 5777 PC CMYK: 22 / 7 / 51 / 22 RGB: 163 / 168 / 107 #: A3A86B Pantone: 5757 PC CMYK: 35 / 16 / 82 / 52 RGB: 106 / 112 / 41 #: 6A7029 Pantone: 5747 PC CMYK: 49 / 27 / 98 / 79 RGB: 62 / 69 / 25 #: 3E4519 Online material must be produced using the correct RGB or hexadecimal colour values. LAND Please note: Pantone, CMYK and RGB colour reproduction technologies are all quite different, so there may be some unavoidable variation between the print and web versions of the colours. Pantone: 122 PC CMYK: 0 / 14 / 80 / 0 RGB: 255 / 214 / 61 #: FFD63D Pantone: 124 PC CMYK: 0 / 27 / 100 / 0 RGB: 255 / 194 / 41 #: FFC229 Pantone: 021 PC CMYK: 0 / 68 / 100 / 0 RGB: 255 / 88 / 0 #: FF5800 Pantone: 1525 PC CMYK: 1 / 75 / 100 / 8 RGB: 197 / 76 / 0 #: C54C00 SKY Pantone: 5503 PC CMYK: 39 / 3 / 11 / 8 RGB: 168 / 200 / 210 #: A8C8D2 Pantone: 5493 PC CMYK: 45 / 5 / 14 / 14 RGB: 124 / 172 / 188 #: 7CACBC Pantone: N/A CMYK: 0 / 0 / 0 / 90 RGB: 60 / 60 / 59 #: 3C3C3B Pantone: N/A CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 #:

8 HALFTONE GRAPHIC A key feature of the Tidbinbilla brand is the Halftone Graphic. The flowing, dot-pattern waves were inspired by the mountains, trails and wetlands that make up Tidbinbilla s landscape. The size, strength and colouring of the pattern can be altered in numerous ways to create vivid backgrounds and textures. All graphic elements are available as individual TIFFs or Adobe Illustrator files.

9 SILHOUETTES Another key feature of the Tidbinbilla brand is a set of two-dimensional silhouettes of the flora and fauna of Tidbinbilla. Many of the silhouettes have been based on existing signage throughout Tidbinbilla. Each animal/plant is an individual object with can be resized, flipped, copied and/or coloured to create a variety of scenes and styles. All graphic elements are available as individual TIFFs or Adobe Illustrator files.

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