the evocities brand book. logo usage and brand guidelines.
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Mar 30, 2016
evocities_style_guide
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the evocities brand book.
logo usage and brand guidelines.
Contact:
For further information on the Evocities brand and advertising applications contact the Brand Managers.
ASCET Creative
03 53090800
Contents
The Evocities Brand 4
Background 4
What is the ‘Brand’ 5
Evocities Logos 6
Clear Space 7
Minimum Size 8
Tagline 8
Platforms 9
Incorrect Logo Usage 9
Co-branding 10
Colours 12
Type 14
Fonts 14
Type Treatment 15
The Key Messages 16
Advertising 18
The Evocities Brand
The brand name Evocities represents the grouping of seven vibrant and progressive NSW regional cities which offer fantastic career and lifestyle opportunities.
The Evocities are Albury, Armidale, Bathurst, Dubbo, Orange, Tamworth and Wagga Wagga.
Evocities are stand-out regional hubs selected because of their economic and population growth, affordable property prices, number of schools, hospitals and universities, and facilities and services they offer to their residents.
ThEsE arE CiTiEs of:
ENERGY
VISION
OPPORTUNITY
The brand encapsulates the energy these cities have always displayed in consolidating and building their great communities, the vision they have displayed in doing that – and that they retain as they move to the future – and the opportunity they present to anyone with the simple commonsense to make them home.
It is a brand that conjures thoughts of cities which are evolving, which are e-connected, which are environmentally progressive and which are employment focussed.
T H E A RT O F L I V I N G T H E A RT O F L I V I N Gevocentral
T H E A RT O F L I V I N G
evojobs
Background:
5
The logo blends key typographical elements with a simple representation of an organic life form. The ‘v’ element is that of a plant pot or small garden which is the infant start of any large tree grown with human nurturing. The evo-leaves represent the foliage of three key colours –
Green, orange and blue.
What is the “Brand”?
Green: Clean, fresh and the symbol of healthy growth.
orange: Energy, power and industry.
Blue: Clear open thinking, opportunity, open blue skies, progress
The Evocity logo is to be used when referring to an individual city or when comparisons are made to a ‘Capital City’.
The Evocities logo is the main logo to be used when referring to the Evocities brand and campaign.
T H E A RT O F L I V I N G T H E A RT O F L I V I N Gevocentral
T H E A RT O F L I V I N G
evojobs
Evocities Logos
7
To ensure the Evocities logo is easily read and recognised, it is important that it is not crowded by surrounding elements. The distance ‘x’ is determined as the height of lettering in the Evocities logo. An area of exclusion should be maintained to exclude other text or graphics as shown above.
Clear space
x
xx
xArea of Exclusion
x
Tagline
Logo should never be shown smaller than 15mm.
Logos smaller than 35mm or where printing limitations restrict the use of small text sizes, the no-tag logo version should be employed.
The EVOCITIES brand is supported by a secondary label which further teases out the realities of what the brand and associated marketing is about.
ThE arT of LivinG
“art” supports the advertising concept »(illustrations depicting ‘art’), and works to add a degree of sophistication to the individual cities and the umbrella brand.
“living” quite simply conveys that these cities »are not “dull and boring’’ that they are alive and well and energetic, that they are vibrant and progressive.
Together “the art of living” communicates that »the 7 evocities offer a lifestyle that combines work life balance, open spaces, beautiful natural surroundings and access to a reduced cost of living allowing more disposable income and time to enjoy life.
Minimum size
Evocities Logos
15mm
35mm
9
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Platforms incorrect Logo Usage
T H E A RT O F L I V I N G T H E A RT O F L I V I N Gevocentral
T H E A RT O F L I V I N G
evojobs
T H E A RT O F L I V I N G T H E A RT O F L I V I N Gevocentral
T H E A RT O F L I V I N G
evojobs
DO NOT alter logo proportions to ‘make it fit’.
DO NOT place the Evocities logo on a coloured background.
Where this is unavoidable, use the reversed out version
DO NOT crowd the logo.
Please refer to ‘Clear Space’ for correct usage.
T H E A RT O F L I V I N G T H E A RT O F L I V I N Gevocentral
T H E A RT O F L I V I N G
evojobsT H E A RT O F L I V I N G T H E A RT O F L I V I N Gevocentral
T H E A RT O F L I V I N G
evojobs
T H E A RT O F L I V I N G T H E A RT O F L I V I N Gevocentral
T H E A RT O F L I V I N G
evojobs
T H E A RT O F L I V I N G T H E A RT O F L I V I N Gevocentral
T H E A RT O F L I V I N G
evojobs
The technology that drives the capturing, monitoring, management and reporting of the marketing campaign responses.
The listing of job vacancies that exist in each of the seven Evocities. These are published via a netork of localised websites.
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
Co-branding
Evocities Logos
Usage of City Co-branding where City corporate identity is maintained and is the dominant feature.
Usage of City Co-branding where Evocity typography is used to present the city name and both brands are supported by ‘The Art of Living’ tagline.
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
A city’s own tagline may be incorporated, replacing “The Art of Living”
11
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
OrangeT H E A R T O F L I V I N G
DubboT H E A R T O F L I V I N G
ArmidaleT H E A R T O F L I V I N G
CityNameT H E A R T O F L I V I N G
BathurstT H E A R T O F L I V I N G
AlburyT H E A R T O F L I V I N G
TamworthT H E A R T O F L I V I N G
Wagga WaggaT H E A R T O F L I V I N G
Horizontal:
Colours
orangePantone: PMS-7413
CMYK: C-0, M-53, Y-100, K-4
GreenPantone: PMS-354
CMYK: C-80, M-0, Y-90, K-0
BluePantone: PMS-2935
CMYK: C-100, M-46, Y-0, K-0
Colour plays an important role in the Evocities branding. It brings life and vibrancy to the marketing message.
Solid Colours used in all materials are derived from the 3 leaves of the Evocities logo.
13
The Evocities Orange was selected as the dominant colour in Evocities’ collateral as it is a distinct, fresh and vibrant colour.
The dominant Background colour in imagery should be as closely matched to the Evocities blue as possible.
ALBURY / ARMIDALE / BATHURST / DUBBO / ORANGE / TAMWORTH / WAGGA WAGGA
capital city evocities.com.au
New city, New life.
Type
fonts
interstate BoldInterstate Regular
Interstate Light
Interstate Condensed Light
Avenir Roman
CoPy:
Primary font used in Evocities Collateral is interstate.
It was chosen as it is modern, preofessional and friendly whilst still offering high legibility in large copy blocks and having a wide variety of font weights for use in different applications.
aDvErTisinG:
Primary font used in Advertising headline is Avenir Roman.
15
The art of Living.
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Xercili quisim irit prate veliqui psummodionse tem nosto od diat. Illan venis el in ut laortin vel ulla consequat wisim adiam quat praessecte miniam, vercin vel iurero dolessi et dunt velit alit erate dolorer aessectet nullut volore facinibh eugait ulla faccum aut aliquam, quis alit vercidunt ad magna consed ex eugue consendre eugiam, cor si.
Si. Volore ming esenit praese minibh enit aliquisi.
Ut ing eu faci et ing exercidunt venim nis nullaore coree-tum zzrit pratum in utem ipsuscilla consequisim doloreet wisl dolorperiure del doluptat essent wisit ad magna commod eum zzriliquis dolore magnim alisl iure eriuscipis num
heading - interstate bold 65% Black - Kerning -20%
Copy- Interstate light, 90% black
- Kerning -20%
Breakout Text or Fine Print- Interstate light Condensed, 90% black.- Kerning -20%
Type Treatment
Evocities Campaign
ThEME KEy MEssaGE
Brand Evocities is the grouping of seven vibrant and progressive NSW regional cities which offer fantastic career and lifestyle opportunities for Sydney-siders seeking a city change
· The Evocities are Albury, Armidale, Bathurst, Dubbo, Orange, Tamworth and Wagga Wagga
· Evocities are stand-out regional hubs selected because of their economic and population growth, affordable property prices, number of schools, hospitals and universities, and facilities and services they offer to their residents.
· Evo stands for Energy, Vision and Oportunity
about the campaign · The Evocities concept is unique in that seven city councils are working together for the first time.
· Each of the seven cities has dedicated money and resources to the campaign, which will be boosted by Federal Government funding, as well as support from the state government and corporate sponsors.
· The campaign will foucs on the benefits of living in an Evocity, and will feature PR, advertising/marketing and digital elements.
about Evocity neighbours · Because each of the Evocities are regional hubs, there will be strong flow-on benefits to surrounding communities
Lifestyle · Evocities provide their residents with a lifestyle that combines work life balance, open spaces, beautiful natural surroundings and access to a reduced cost of living allowing you more disposable income and time to enjoy life
The Key Messages
17
housing · Housing prices are dramatically less than Sydney’s prices, enabling residents to enjoy a bigger and better home for their money
Employment · Evocities provide solid employment, career progression and business opportunities
nature · The seven Evocities share beautiful yet diverse natural surroundings from mountainous ranges to stunning lakes, wine regions and dramatic valleys
health & services · The Evocities provide access to high quality health services to ensure you and your family get the best possible care
Getting out of the big city · Living in an Evocity means less traffic, greater lifestyle, an embracing community, a bigger house and a safe place to raise your family
· We want to ease the living and affordability pressures of Australians
· There are excellent career and investment opportunities in each of the Evocities
· We are challenging the status quo – living in a regional city has many of the benefits of a capital city, without the drawbacks
· We want to encourage residential growth and investment
· Evocities are great places to live, work and invest in
advertising
ALBURY / ARMIDALE / BATHURST / DUBBO / ORANGE / TAMWORTH / WAGGA WAGGA
capital city evocities.com.au
New city, New life.
Main CaPTion
Avenir Roman, Title Caps.
WEB aDDrEss
Interstate Regular. 3 colours improve URL legibility.
BaCKGroUnD CoLoUr
To match the Evocities Blue
Main MEssaGE
The “Art of living” illustrative advertising concet IS the main message and should dominate any other aspects of the layout.
EvoCiTiEs BanD
Identifies the Evocities and helps explain the Evocities concept
19
ALBURY / ARMIDALE / BATHURST / DUBBO / ORANGE / TAMWORTH / WAGGA WAGGA
capital city evocities.com.au
New city, New life.
ALBURY / ARMIDALE / BATHURST / DUBBO / ORANGE / TAMWORTH / WAGGA WAGGA
capital city
Goodbyepeak hour.
evocities.com.au
CEnTraL MEssaGE TraffiC MEssaGE
ALBURY / ARMIDALE / BATHURST / DUBBO / ORANGE / TAMWORTH / WAGGA WAGGA
capital city
More rooms. Less mortgage.
evocities.com.au
New city, New life.
ALBURY / ARMIDALE / BATHURST / DUBBO / ORANGE / TAMWORTH / WAGGA WAGGA
sydney.com.au
hoUsinG MEssaGE LoCaTion sPECifiC MEssaGE
advertising
