Brand Guidelines V1. August 2016

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1 Brand Guidelines V1. August 2016 Whyalla / Brand Guidelines / V1 1

2 Whyalla / Brand Guidelines / V1 2

3 CONTENTS Executive 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

4 Whyalla has a story to tell Whyalla / Brand Guidelines / V1 4

5 Executive Summary 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. Whyalla / Brand Guidelines / V1 5

6 BRAND VISION 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. Whyalla / Brand Guidelines / V1 6

7 VISION BRAND VALUES These brand values represent Whyalla s brand essence. They underpin all communications. 1. Community 2. Natural wonders 3. Connected 4. Unique BRAND Story 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. Whyalla / Brand Guidelines / V1 7

8 TONE OF VOICE 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. 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. Unearth Whyalla Unearth Adventure Unearth Opportunity Unearth Potential Unearth Natural Wonders KEY WORDS AND PHRASES 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 8 Whyalla / Brand Guidelines / V1

9 UNEARTH WHYALLA Whyalla / Brand Guidelines / V1 9

10 PRIMARY LOGO Whyalla 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 10 Whyalla / Brand Guidelines / V1

11 MONO version REV version Whyalla / Brand Guidelines / V1 11

12 PRIMARY Tagline LOGO Whyalla 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 12 Whyalla / Brand Guidelines / V1

13 MONO version REV version Whyalla / Brand Guidelines / V1 13

14 PRIMARY Tagline LOGO (SA) Whyalla 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 14 Whyalla / Brand Guidelines / V1

15 MONO version REV version Whyalla / Brand Guidelines / V1 15

16 secondary Logo Stacked Version Whyalla s secondary logo is to remain consistent on all marketing material. The logo should not be recreated or distorted. Minimum size: 20mm wide Clear space: A space of equal value to the height of the W in Whyalla is to be left around the logo 16 Whyalla / Brand Guidelines / V1

17 MONO version REV version Whyalla / Brand Guidelines / V1 17

18 Secondary Tagline LOGO Stacked Version Whyalla s secondary logo is to remain consistent on all marketing material. The logo should not be recreated or distorted. Minimum size: 20mm wide Clear space: A space of equal value to the height of the W in Whyalla is to be left around the logo 18 Whyalla / Brand Guidelines / V1

19 MONO version REV version Whyalla / Brand Guidelines / V1 19

20 Secondary Tagline LOGO (SA) Stacked Version Whyalla s secondary logo is to remain consistent on all marketing material. The logo should not be recreated or distorted. Minimum size: 20mm wide Clear space: A space of equal value to the height of the W in Whyalla is to be left around the logo 20 Whyalla / Brand Guidelines / V1

21 MONO version REV version Whyalla / Brand Guidelines / V1 21

22 COlour Palette C: 100 M: 64 Y: 22 K: 33 R: 32 G: 56 B: 97 Spot: PMS 648 C PRIMARY COLOUR C: 97 M: 20 Y: 20 K: 17 R: 28 G: 120 B: 14 Spot: PMS 633 C Secondary COLOUR 22 Whyalla / Brand Guidelines / V1 Whyalla / Brand Guidelines / V1 22

23 Tertiary COLOURs C: 61 M: 42 Y: 12 K: 38 C: 68 M: 11 Y: 48 K: 0 C: 98 M: 7 Y: 41 K: 6 C: 82 M: 74 Y: 22 K: 13 C: 45 M: 55 Y: 14 K: 2 R: 76 G: 86 B: 117 R: 106 G: 164 B: 134 R: 37 G: 146 B: 141 R: 69 G: 64 B: 113 R: 134 G: 105 B: 152 C: 9 M: 42 Y: 20 K: 0 C: 0 M: 35 Y: 49 K: 0 C: 1 M: 13 Y: 45 K: 0 C: 0 M: 60 Y: 100 K: 0 C: 14 M: 6 3 Y: 96 K: 15 R: 205 G: 149 B: 163 R: 228 G: 166 B: 119 R: 242 G: 213 B: 144 R: 213 G: 100 B: 0 R: 167 G: 89 B: 44 Whyalla / Brand Guidelines / V1 23

24 Typography LOGO TYPEFACE (FOR HEADINGS, HEADLINES ETC.) Quanta PRO EAST abcdefghijklmn opqrstuvwxyz 24 Whyalla / Brand Guidelines / V1

25 SECONDARY TYPEFACE (FOR BODY COPY, HEADINGS AND SUB HEADINGS ETC.) CONDUIT LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CONDUIT REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 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. CONDUIT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CONDUIT EXTRA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Whyalla / Brand Guidelines / V1 25

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