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COVER WAGGA WAGGA © 2011 WAGGA WAGGA BRAND GUIDELINE
45

Wagga_City_Branding_Style_Guide

Mar 10, 2016

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John Gowland

Wagga Wagga is a proud city, and the largest regional city in New South Wales.
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Page 1: Wagga_City_Branding_Style_Guide

COVER

Wagga Wagga © 2011

WAGGA WAGGA BRAND GUIDELINE

Page 2: Wagga_City_Branding_Style_Guide

OUR BRAND STORY

Wagga Wagga is a proud city, and the largest regional city in New South Wales. It has unique features and differences that make it appealing to locals, visitors and businesses alike. It’s these features that will enable Wagga Wagga to compete and succeed in attracting visitors and private and public investment over the coming years as the momentum of national growth continues to move away from the capital cities.

Whilst perhaps lacking in some of the iconic symbols of other cities – no harbour bridge, no MCG, no seaside – careful analysis and consultation has revealed that Wagga Wagga’s unassuming presence actually belies a depth and an array of appealing features.

For those who take the time to experience these features, Wagga Wagga provides a vibrant, stable, progressive and endearing place to live, work, learn and play.

If we have one truly iconic symbol then it is without doubt the name. ‘Wagga Wagga’ resonates with uniqueness and great meaning both in Australia and internationally. This symbol is the core of our brand identity which is designed to reflect what we are today, and represent where we want to be in the future. The system however, is more than a logo. It provides the evolution of ‘good’ beyond sports and is designed to promote investment and visitation.

The new identity design itself consists of a flexible system of colours, typography, patterns, layouts, photographic style and a unique ‘graphic circle’ device. The system is designed to give a cohesive impression of Wagga Wagga whether we are promoting a local craft fair or investment proposal to State Government. Together, these elements capture the spirit, optimism and breadth of our appeal. Scratch the surface, and you’ll find a mix of ‘a hundred little good things’ that can make everyday life even better – be it for business or for the family. These are the ‘little things’ that individually or in combination can make a good life great. And these are the things that Wagga Wagga has in spades.

Page 3: Wagga_City_Branding_Style_Guide

1. INTRODUCTION Our creative platform 1.1 Our Brand value proposition 1.2 Our Brand identity 1.3

2. BRaND IDENTITY Overview 2.1 Brandmark specification 2.2 Choosing the right Brandmark 2.3 Brand Endorsement & Co-branding 2.4 Colour introduction and inspiration 2.5 Colour palette specifications 2.6 Photography overview 2.7 Signature graphic pattern 2.8 Pattern usage and flexibility 2.9 Graphic texture and horizon shape 2.10 Typography - personality typefaces 2.11 Typography - informational typefaces 2.12 Tone of voice and messaging 2.13 Illustration 2.14 Options to lead an application 2.15 How to design an application 2.16

TIPS & TRICKS Breakout boxes containing handy pointers and suggestions have been included throughout these guidelines. These ‘tips & tricks’ will maximise the effectiveness of the Wagga Wagga Brand identity system.

‘BEWaRE Of’The ‘Beware of’ symbol appears throughout these guidelines. This symbol draws attention to design decisions that require careful consideration in order not to weaken the Wagga Wagga Brand identity system.

3. BEST PRaCTICE Outdoor banners - Graphic pattern 3.1 Outdoor banners - Photography 3.2 DL Brochure set 3.3 DL Brochure spread 3.4 A4 Magazine ad 3.5 Postcard set 3.6 Posters - Photography 3.7 Posters - Illustration 3.8 Stationery 3.9 Shopping bag 3.10 Co-branding and apron 3.11 Media pack 3.12 Document covers 3.13

4. DIgITaL aRTWORK Software, hardware and typefaces 4.1 File naming convention 4.2 Brandmark 4.3 Graphic pattern 4.4

! PLEaSE NOTE Images that appear throughout this document are for the purpose of illustrating design principles only, and have been gathered from various image libraries and other sources. Copyright clearance for further use must be obtained from the appropriate source, and the use of them for any purpose whatsoever without authorisation is likely to constitute a breach of copyright. It is important the following practices are observed to minimise the chance of breaching copyright with images: prior to use of any imagery, the appropriate image library must be contacted and permission/fee and time limits for use negotiated on a case-by-case basis. Each application of the image must be negotiated. Purchase for one purpose or medium does not enable use in other purposes or media. Distribution of these guidelines to any third party is strictly limited, and the constraints on the use of imagery must be communicated to that third party and acknowledged in writing.

‘PREfERRED’ OPTION‘Preferred’ tick symbols appear throughout these guidelines. These symbols indicate the preferred option (brand configuration, colour combination, etc.) when designing. By correctly using ‘preferred’ options, applications will maximise the effectiveness of the Wagga Wagga Brand identity system.

Wagga Wagga has a unique regional story and a special place in Australia’s heart. This brand is the symbol of the people and place and is designed to promote the city as a true Australian regional icon.

WAGGA TIPS AND TRICKSUr re sam, sunt labor ratempo rporios eat moluptaquate vel minisi cus qui denimet lit, con none nonseces as assit voluptis eum

WELCOME

WAGGA TIPS & TRICKSUr re sam, sunt labor ratempo rporios eat moluptaquate vel minisi cus qui denimet lit, con none dol-nonseces as assit voluptis eum

Page 4: Wagga_City_Branding_Style_Guide

INTRODUCTION 1.The introduction provides a summary of the system and helps you navigate the Wagga Wagga guidelines. It summarises the strategic approach and the visual tools available to create a range of applications for a variety of audiences.

Page 5: Wagga_City_Branding_Style_Guide

1.

OUR CREATIVE PLATFORM

Wagga Wagga Brand Style Guide | 2011 ©

‘A HUNDRED LITTLE GOOD THINGS’ is the creative foundation for the Wagga Wagga identity system. It’s designed to highlight and celebrate the small things that make a big difference for locals, visitors or businesses in Wagga Wagga.

As an optimistic, approachable and artistic city, Wagga Wagga has the opportunity to embrace a dynamic creative approach to communications. Our people and our environment are distinctive and it’s essential that the authenticity of the people and place are captured. Supporting the photographic visuals are graphic elements such as the circular graphic pattern which reflects a sample of the ‘hundred little good things’, variety and diversity.

Also reflected is the strong cyclic connections people have with Wagga Wagga - once they’ve lived in or visited Wagga Wagga, it’s highly likely they’ll return. This creative platform allows for unique stories to be told, from individual testimonials to new events or business expansion. It has a longevity that will be replenished as the ‘little good things’ continue to grow and flourish.

1.1

Image no: 42-21712802

Page 6: Wagga_City_Branding_Style_Guide

OUR BRAND VALUE PROPOSITION

Every brand is complex and Wagga Wagga is no exception. The Brand Value Proposition below explains what the Wagga Wagga brand stands for. It represents the long term Brand Essence at the heart of all communications which is ‘The Great Good Place’.

To genuinely communicate this brand essence, everythingbranded as Wagga Wagga using this identity, including the lifestyle blend, service offerings, community programs, and all external communications, must be in line with the pillars, benefits, personality and proof points listed in the table. Use the Brand Value Proposition table as the main framework to plan, create and evaluate marketing and communications materials - both internal and external.

The most important references when creating communications are Wagga Wagga’s brand personality traits, highlighted in yellow: Understated Sophistication, Straightforward, Refreshing, Progressive and Gregarious. Some applications will emphasise two of the Brand Personalities for example, others may incorporate all five.

Wagga Wagga Brand Style Guide | 2011 ©

Note: The language appearing in the framework is not to appear as copy or text in brochures, advertisements or promotional material. It is intended for reference use only.

1.2

Wagga Wagga’s reach belies its size and its reality belies the often one-dimensional preconceptions people have of all Australia’s ‘inland cities’. An unassuming town of complements and contrasts where easy charm is backed by real strength of ambition and where a hundred little good things have the potential to make each day great – to live, to work, to learn and play.

PILLARSBRAND PROMISE

Brand EssenceWAGGA WAGGA: THE GREAT GOOD PLACE

BENEFITS PERSONALITY

Country cosmopolitan – The diverse mix of country comfort and city culture – both of which are well patronised to give good balance

Unique lifestyle blend Understated sophistication

Reference point – International recognition and ‘Wagga’ stories as the definitive Australian town. Exceptional sporting heritage gives good recognition

Iconic Straightforward

Dynamic stability – Broad based economy and a balanceof ‘old hands’ and ‘fresh blood’ provide a good foundation

Competitive advantage Refreshing

Grand plans – More than just policy, a way of building towards a brighter more sustainable future. Good days ahead

Momentum Progressive

Quietly endearing – The je ne sais quoi that keeps peoplein the city, and that brings back those who have left. Good feeling

Enduring connections Gregarious

Page 7: Wagga_City_Branding_Style_Guide

AGAIN AND AGAIN COME BACK SOON

AND TEMPT YOU TO STAY ORIMAGINATION

IT’S A PLACEMORE THAN WORK LIFE BALANCE

DISCOVER A CITY

LITTLE REASONS TO ENJOY

MORE THAN

A HUNDRED

MORE THAN

WAGGA WAGGA INCLUDING AMAZING ART GLASS.

SPORT, MORE THAN GREEN FIELDS,

THAT WILL CAPTURE YOUR

VISITWAGGA.COM.AU

I’VE GOT A HUNDRED LITTLE REASONS TO

call it home

we think you’ll like it!

SUMMERFESTIVAL

VISITWAGGA.COM.AU

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.

Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo pariatur?

While it’s important that these specifications are adhered to at all times, they’re not intended to restrict creativity. Rather, the aim is to encourage creativity within the parameters of the defined brand identity system.

OUR BRAND IDENTITY

These guidelines have been designed to inspire when creating Wagga Wagga communications. This document explains how to use the individual elements within the Wagga Wagga identity system and how to combine them to create a range of different applications with a consistent interpretation of the Wagga Wagga brand.

The applications in this guideline and those featured below are only a small sample of the options that the identity elements can create. As you’ll see throughout it’s paramount that the Wagga Wagga Brandmark remains prominent and uninterrupted.

1.3

Page 8: Wagga_City_Branding_Style_Guide

BRAND IDENTITY2.The Brand identity elements are a family that together to bring the Wagga Wagga brand to life. All the identity elements originate from a single brand essence ‘The great good place’ and can be combined in a myriad of ways to create a range of design applications.

Page 9: Wagga_City_Branding_Style_Guide

BRAND IDENTITY2. All seven brand identity elements originate from a single brand essence ‘The great good place’ and can be combined in a myriad of ways to create many design solutions for communications. The elements are distinctive in their own right, however when combined they have the potential to create highly distinctive applications to celebrate the opportunities and experiences of Wagga Wagga.

The following pages provide more detail on each of the elements including specifications and usage principles. Indicative applications are included along the way to demonstrate how the elements can be combined together culminating in a range of best practice examples to ensure the benefits and valuable stories of Wagga Wagga are clearly and consistently communicated.

The Wagga Wagga brand identity system is designed to strengthen the regions’ reputation as a desirable place to live, visit, work and establish business. The elements are personal and emotive, including people and landscape photography which can be used to tell personal stories and create a richer more intimate communication.

PICK & CHOOSE An application doesn’t need to use every identity element in order to be successful. Simple combinations of colour, typography, or texture can be just as impactful as using full colour photography.

BRaNDmaRK

gRaPHIC TExTURE

The Wagga Wagga Brandmark is the most important brand element, forming the centre of the brand identity system.

The Wagga Wagga graphic texture adds another layer to the brand. It simulates natural fibre texture similiar to an uncoated paper finish.

PHOTOgRaPHY

Photography visualises the many people and experiences of the city and region, from locals to business to leisure.

gRaPHIC PaTTERN

The Wagga Wagga graphic patterns are an extensionof the brand. They are used as a visual signature for the region. A useful alternative element to photography.

TYPOgRaPHY

The suite of Wagga Wagga typefaces sets the tone of communications by working as the voice of the brand. Typography includes approaches to personality and information messaging.

A HUNDRED REASONS TO CALL IT home.IT’S THE LITTLE THINGSTHAT ADD UP

PROUDLYMADE INWAGGA

COLOUR PaLETTE

A range of inspirational colours have been selected. These connect to the Wagga Wagga landscape and are a fundamental element of the identity system.

HORIzON SHaPE

The Wagga Wagga horizon shape is a graphic form that can be used to designate zones within an application, or as a feature die-cut.

2.1BRAND IDENTITY OVERVIEW

BRaND IDENTITY ELEmENTS

Page 10: Wagga_City_Branding_Style_Guide

2.2BRAND IDENTITY BRANDMARK SPECIFICATION

The Wagga Wagga Brandmark is the most important element at the heart of the brand identity system. It incorporates the organic textural shape and the Wagga Wagga wordmark. The Brandmark celebrates the one truly iconic symbol that is without a doubt the name ‘Wagga Wagga’ which resonates with uniqueness and great meaning both in Australia and internationally.

To honour this asset the brandmark itself was crafted to capture the uniqueness and authenticity of Wagga Wagga, but also its approachability. There is still a subtle nod to the famous crow by the incorporation of a blue and black gradient in the organic textural shape, inspired by the sheen of a crow’s wing.

There are two versions of the Wagga Wagga Brandmark, the preferred Brandmark and the extended horizontal Wordmark. The preferred version is the circular Wagga Wagga Brandmark and this should be used whenever possible. The horizontal Wordmark is to be used as infrequently as possible and should only appear when the preferred Brandmark cannot be used for reasons of legibility or production limitations such as extreme horizontals.

Wagga Wagga Brand Style Guide | 2011 ©

X

X

X

X

X

BRaNDmaRK CLEaR SPaCEThe Brandmark needs to be surrounded by an area of clear space to allow it to remain prominent across communications.

Clear space is the non-print area surrounding the Brandmark. No other graphic elements should appear within this zone. Wherever possible, apply more clear space around the Brandmark than the minimum specified.

BRaNDmaRK (PREfERRED)This version of the Brandmark with the organic textural shape is the preferred configuration and is to be used on the majority of communications wherever possible.

The Wagga Wagga Brandmark artwork has been created for use on both coated and uncoated paper stocks.

BRaNDmaRK CONfIgURaTIONS BRaNDmaRK SPECIfICaTIONS

ExTENDED HORIzONTaL WORDmaRK (LImITED USE)The alternate extended horizontal Wordmark version may be used on communications when: • the preferred Brandmark configuration exists elsewhere on the communication • when the communication doesn’t require the formality of preferred Brandmark configuration. This Brandmark may be rotated -90˚for an extreme vertical banner format. See page 3.2 as an example. Limited use only.

40 MM 30 MM 25 MM 20 MM

15 MM17 MM18 MM 15 MM

15mm or 60 pixels

mINImUm SIzETo avoid any possible legibility problems, the Brandmark must never be reproduced at a size smaller than specified. Ensure the Brandmark is reproduced at a size larger than the minimum, especially when the quality of reproduction e.g. newsprint, silk screening or embroidery, is questionable.

Page 11: Wagga_City_Branding_Style_Guide

Do not alter the Brandmark to read ‘Wagga’ only

Do not compress, extend or distort the Brandmark

Do not alter the colours of the Brandmark

Do not reverse the Brandmark. The circular holding device is always positive ie. dark.

Do not rotate the Brandmark

BRaNDmaRK aPPEaRaNCE

INCORRECT USEThe Wagga Wagga Brandmark usage is simple and strict. It is an integral component of the identity system and it is critical that it is used correctly.

The examples shown opposite demonstrate ways in which the Brandmark should not be used.

2.3BRAND IDENTITY CHOOSING THE RIGHT BRANDMARK

When production methods restrict the quality reproduction of the full colour textural Wagga Wagga Brandmark, there are alternative Brandmark formats that may be used in limited circumstances.

It is essential the Wagga Wagga Brandmark remains prominent. Wherever possible, reproduce the Wagga Wagga Brandmark in full colour. For limited reproduction such as screen printing, embroidery or decal signage, the ‘One Colour Solid’ is the most appropriate. For items such as newsprint where colour may not be an option, the Brandmark may appear in ‘Greyscale’ or ‘Black and White’.

Wherever possible the Brandmark should appear on lighter backgrounds. Avoid dark backgrounds. The Brandmark full-colour halo is the last resort - only for very limited use with approval from the Wagga Wagga Brand Manager. The Wagga Wagga Brandmark cannot be reproduced in any other colour than those specified in these guidelines. Always reproduce the Brandmark from the digital artwork files supplied.

Wagga Wagga Brand Style Guide | 2011 ©

fULL COLOUR BRaNDmaRKUSE WHENEVER POSSIBLE

ONE COLOUR (SOLID) For embroidery/screen printing.

FULL COLOUR (HALO) For placement on dark backgrounds.Limited use with approval

GREYSCALEWhen production methods don’t allow for full colour reproduction.

BLACK & WHITEFor screen printing or vinyl templates as required.

Page 12: Wagga_City_Branding_Style_Guide

2.4BRAND IDENTITY BRAND ENDORSEMENT & CO-BRANDING

To celebrate and promote Wagga Wagga local produce, artisans, and businesses, a brand endorsement device has been created to emphasise the provenance of the local products. An application of registration for usage of the device must be applied via email: [email protected] where full terms and conditions will be made available.

Once approved for usage, you will be registered for either Formal or Informal Brand Endorsement usage. Depending on the format of the application, the device should be positioned in a small scale at the base or reverse side of an application. Always ensure legibility and clear space principles around the device. Refer to the best practice examples for guidance on placement and scale.

Whilst there are multiple configurations available, simplicity and legibility are always paramount. For this reason we recommend

using the one or two line versions. The informal stacked expressions of the brand endorsements should be used in a limited capacity with approval from the Wagga Wagga Brand Manager.

When featuring the Wagga Wagga Brandmark with other partner brands, use a dotted 60% black line to separate the Brandmarks. In Wagga Wagga applications, the Brandmark should always lead, appearing on the right, or above the partner Brandmarks.

Wagga Wagga Brand Style Guide | 2011 ©

BRaND ENDORSEmENT CONfIgURaTION OPTIONS

FORMAL EXPRESSIONS (PREFERRED) PRIMARY ENDORSEMENT TO BE USE WHENEVER POSSIBLE

PROUDLYMADE IN

locally grown in

locally created in

PROUDLY MADE IN

locally grown in

locally created in

locally grown in

locally made in

locally

created in

........................................

X

X

X

X

X

X

X

X

X

X

X X

X

INFORMAL STACKED EXPRESSIONS For use when space is extremely limited.

FORMAL CO-BRANDING EXPRESSIONS The dotted dividng line between Brandmarks is 60% black.

CURVES aRE fOR SCRIPT ONLY The natural informality of FG Saga allows it to be placed on a curve. This is not a suitable execution if using the Drescher Grotesk font

INFORMAL EXPRESSIONS For more informal or personal applications.

Page 13: Wagga_City_Branding_Style_Guide

100%

30%

2.5BRAND IDENTITY COLOUR INTRODUCTION AND INSPIRATION

The colour palette is inspired by the energy, warmth and beautiful colours of the natural landscape in and surrounding Wagga Wagga. Each of the colours is drawn from the landscape and when combined they create a vibrant palette of colours that can be highly distinctive in communications.

The Wagga Wagga colour palette plays a key role in creating consistent, vibrant and recognisable communications. The colour palette is similar to the natural landscape with rich tones structured around bright hero colours. Several dark tones with base neutrals are also included. Each colour represents a feature of the surrounding region as shown below.

Always ensure there is a foundation of warmth and earthiness in an application by avoiding the use of white for backgrounds or type.

Opt for the beige or 5-10% black rather than a clean, corporate white. The colours can be combined as shown through Best Practice either using other colours or tones and tints of a core colour. No more than three colours should be used in a given application.

Always aim for a hero colour in an application and supplement with up to three supporting colours. Use colours of similiar tones, matching the tonal quality of the photography imagery whenever possible.

Wagga Wagga Brand Style Guide | 2011 ©

CaNOLa CROPS BRIgHT gREENS fIELDS WaRm SUN fLaRE BLUE SKY & PaTERSON’S CURSE WORN OUT WEaVE THE CROW

NaTURaL COLOUR INSPIRaTION

TINT TERRIfICUse tints to extend the colour palette!

Page 14: Wagga_City_Branding_Style_Guide

2.6BRAND IDENTITY COLOUR PALETTE SPECIFICATIONS

Accurate colour reproduction is critical to the success of the Wagga Wagga brand identity. When printing or manufacturing colours, they must remain true to these specifications.

The distinctiveness of the colour palette allows the brand to visually stand apart from other regional communications. The colour palette is the launchpad for the Wagga Wagga look.

The colour palette values for Pantone® spot colour, CMYK, RGB and HTML values are specified. Please note: the brand identity uses the Pantone® colour bridge™ colour management system.

All colours within the palette can be tinted to create further diversity and volume when designing. Please ensure when selecting tints, consideration is given to how colours will perform when printing. Tinted colours can be used in combination with solid colour, typography, light patterns or photography. This will assist in maintaining tonally based applications.

Wagga Wagga Brand Style Guide | 2011 ©Wagga Wagga Brand Style Guide | 2011 ©

Pantone® colour bridge™30% Pantone Tint RgB HTmL TONaL COmBINaTION ExamPLE

Coated PMS 130 PC

Uncoated PMS 129 UC

Coated PMS 153 PC

Uncoated PMS 153 UP

Coated PMS 305 PC

Uncoated PMS 305 UP

Coated PMS 581 PC

Uncoated PMS 581 UP

Coated PMS 129 PC

Uncoated PMS 7404 UP

Coated PMS 583 PC

Uncoated PMS 583 UP

Coated PMS 3025 PC

Uncoated PMS 3025 UP

Coated PMS 7527 PC

Uncoated PMS 7527 UP

Coated PMS 268 PC

Uncoated PMS 268 UP

Coated PMS 7531 PC

Uncoated PMS 7531 UP

Coated PMS BLACK 6 C

Uncoated PMS BLACK 6 U

four colour process (CmYK)

Coated C 0 M 30 Y 100 K 0

Uncoated C 0 M 27 Y 86 K 0

Coated C 3 M 61 Y 100 K 16

Uncoated C 5 M 55 Y 97 K 14

Coated C 57 M 0 Y 7 K 0

Uncoated C 54 M 0 Y 11 K 0

Coated C 26 M 21 Y 100 K 68

Uncoated C 25 M 15 Y 92 K 42

Coated C 0 M 11 Y 70 K 0

Uncoated C 0 M 10 Y 100 K 0

Coated C 25 M 3 Y 100 K 14

Uncoated C 21 M 2 Y 97 K 13

Coated C 100 M 24 Y 11 K 52

Uncoated C 99 M 14 Y 12 K 45

Coated C 3 M 4 Y 14 K 8

Uncoated C 3 M 4 Y 11 K 5

Coated C 86 M 100 Y 0 K 12

Uncoated C 61 M 74 Y 0 K 0

Coated C 16 M 28 Y 36 K 49

Uncoated C 14 M 23 Y 33 K 46

Coated* C 100 M 0 Y 0 K 100

Uncoated* C 99 M 0 Y 0 K 90

F7B446

AB6D42

5CCDEB

716F47

F8CE43

9FAD3E

005172

DCD8CC

6F588D

887D74

000F24*

R 247 G 180 B 70

R 171 G 109 B 66

R 92 G 205 B 235

R 113 G 111 B 71

R 248 G 206 B 67

R 159 G 173 B 62

R 0 G 81 B 114

R 220 G 216 B 204

R 111 G 88 B 141

R 136 G 125 B 116

R 0 G 15 B 36*

Wagga Wagga Orange

Wagga Wagga Blue

Wagga Wagga Olive

Wagga Wagga Yellow

Wagga Wagga Ochre

Wagga Wagga Green

Wagga Wagga Teal

Wagga Wagga Black

Wagga Wagga Beige

Wagga Wagga Violet

Wagga Wagga Brown

BRANDMARK COLOUR SPECIFICATION

COLOUR PALETTE

RgB & HTmL VaLUESBoth values are based on the Pantone® Uncoated specification as printing on uncoated paper is the preferred aesthetic for Wagga Wagga brand.

*Custom CMYK & RGB breakdowns used

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2.7BRAND IDENTITY PHOTOGRAPHY OVERVIEW

Photography is one of the most important elements of the brand identity, helping to bring the Wagga Wagga brand personality to life. Two photography styles have been developed to capture a range of experiences from business to leisure. The photographic styles convey the unique richness of the region.

1. HERO PHOTOgRaPHYHero photography is used as a visual element usually featured on front covers or high visibility positions. It has a high quality and rich natural light source which focuses on capturing the the people, distinctive landscape and moments experienced as part of the Wagga Wagga region.

2. SUPPORT PHOTOgRaPHYSupport photography works in a secondary role. It captures and documents in a more literal way the many facets and experiences possible in Wagga Wagga. The imagery is often more expected location shots, object details, retail and residential content.

Wagga Wagga Brand Style Guide | 2011 ©

PEOPLE • Heroes in real light • Candid moments • Authentic and real • Portrait/family and group shots • Inherent sense of energy and optimism

PLEaSE NOTE: Some of the photographic images that appear throughout this document are for the purpose of illustrating design principles only, and have been gathered from various image libraries and other sources. Copyright clearance for further use must be obtained from the appropriate source, and the use of them for any purpose whatsoever without authorisation is likely to constitute a breach of copyright.

LaNDSCaPE • Bright sensory and sun drenched • Reflections when possible • Reflective • Natural • Horizons • Light and texture

LIfESTYLE • Range of activities • Events/Arts/Sports • Tactile and emotive • Neighbourhoods • Sense of community

BUSINESS • Approachable • Modern • Personal interactions • Architecture • Significant buildings

SUPPORT PHOTOgRaPHY • Literal• Descriptive• Local icons

HERO PHOTOGRAPHY - PEOPLE, LANDSCAPE, LIFESTYLE AND BUSINESS

Image no: 90419995

Image no: 200198077 Image no: 98310621

Image no: 86207232 Image no: 89439007

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2.8BRAND IDENTITY SIGNATURE GRAPHIC PATTERN

The Wagga Wagga graphic patterns are an extension of the brand and are used as a visual signature to capture the idea of ‘a hundred little things’. Their organic forms and configuration create an optimistic and energetic signature texture that can be used across photography and flat colour.

The organic circles may be open to interpretation including reflecting individuals, collective energy, diversity, river flow, return cycles and even sport. Patterns can be re-coloured based on the colour palette, as well as rotated and scaled. This increases flexibility and variety across various formats. A strong and consistent use of the graphic pattern will increase memorability of applications and reinforce the communications as coming from the Wagga Wagga brand.

As a distinctive foreground element, the graphic patterns must be carefully considered when used in combination with other elements such as photography and typography. As an integral component of the brand identity system, it is critical they are used correctly and do not overpower or dilute the message or legibility. The pattern is created using loose watercolour circles, overlayed with precise transparent white circles.

Wagga Wagga Brand Style Guide | 2011 ©

gREEN gRaPHIC PaTTERN Each of the patterns has been created using watercolours.

BLUE gRaPHIC PaTTERN ORaNgE gRaPHIC PaTTERN YELLOW gRaPHIC PaTTERN

INTRODUCINg THE famILY The full suite of graphic patterns in all their colour variations can be viewed in the Digital Artwork section of this guideline.

aDD DEPTH When using only a graphic texture, they should appear on a subtle gradient background rather than flat background to add depth.

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A HUNDRED little GOOD THINGS...

CITY OF WAGGA WAGGA

243 Bayliss St (PO BOX 20)

Telephone +61 2 6926 9190

Facsimile +61 2 6926 9139

www.waggawagga.com.au

[email protected]

HELLOThis is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�cia deserunt mollit anim id est laborum.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudan tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem qui voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsu quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudan tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem qui voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsu quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Duis aute irure dolor in reprehenderitin voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�ci deserunt mollit anim id est laborum o�ciis debitis aut rerum.

Kind Regards,

CITY OF WAGGA WAGGAHEAD OF CORPORATE & PUBLIC AFFAIRS

WAGGAWAGGA.COM.AU

I’VE GOT A HUNDRED LITTLE REASONS TO

call it homeJUST ASK THE locals.

THE GREAT GOOD PLACE.

THE GREAT GOOD PLACE

AGAIN AND AGAIN COME BACK SOON

AND TEMPT YOU TO STAY ORIMAGINATION

IT’S A PLACEMORE THAN WORK LIFE BALANCE

DISCOVER A CITY

LITTLE REASONS TO ENJOY

MORE THAN

A HUNDRED

MORE THAN

WAGGA WAGGA INCLUDING AMAZING ART GLASS.

SPORT, MORE THAN GREEN FIELDS,

THAT WILL CAPTURE YOUR

2.9BRAND IDENTITY PATTERN USAGE & FLEXIBILITY

Due to the many design requirements for the Wagga Wagga brand identity, there is a need for added flexibility when using the graphic patterns. This will keep communications fresh and memorable.

Even when using the one graphic pattern, through the use of scale, cropping and rotation, each pattern is robust enough to create many exciting design solutions. The pattern can be used as a dominant background element or as a decorative accent in smaller areas. They are most effective when overlaid across photography, creating increased ownership of the visual image.

Shown below are layout examples of how the one graphic pattern is flexible and can be modified and combined across a range of applications and formats to create very different looks for Wagga Wagga communications.

Wagga Wagga Brand Style Guide | 2011 ©

gRaPHIC PaTTERN IN aPPLICaTION

gRaPHIC PaTTERN CROPPINg VaRIaTIONS A single pattern configuration can be cropped a myriad of ways. The dotted lines below are an indication of the variations available.

gRaPHIC PaTTERN CUSTOm CONfIgURaTIONS Custom configurations of the watercolour dots can be created as needed for applications. Use the PSD files in the digital artwork section. N.B. There are two layers; one with watercolour circles, the second with transparent white circles which overlay the coloured circles. These white circles are an important detail of the graphic texture and assist in making it unique.

Pattern in foreground placed over photography

Pattern used minimally on flat colour device to support text

Pattern intergrating with hero photography and overlaying the horizon graphic

Pattern applied to tonal background in a directional configuration

Pattern in background wrapping around subject matter and intergrating into the landscape

Multiple patterns in multiple colourings, combining together as a design feature

Page 18: Wagga_City_Branding_Style_Guide

2.10BRAND IDENTITY GRAPHIC TEXTURE & HORIZON SHAPE

Due to the many print and digital requirements for Wagga Wagga, the brand story can be expanded through the use the graphic texture and horizon shape device. The texture brings an organic tactile quality to applications.

Where possible, applications should be printed on textured, uncoated stocks. This will reinforce the natural, intimate and personal nature of Wagga Wagga. The paper will also reinforce a sense of sustainability. For applications that are online or cannot be produced using a textured paper stock, the graphic texture may be used to simulate this look. The linen and grain texture may be used as a background, masked behind graphic elements or overlaid with a colour field.

The horizon shape is used to reflect the vast landscape that meets the horizon. The natural curve can be used as a separation device to manage transitions between images and areas of solid colour. Ideally the device should only ever cover up to 1/3 of a cover. The horizon can only be positioned horizontally, and often at the base of applications. It must never be rotated 90° to appear as a vertical curve. Ensure the proportion is based on the artwork supplied so the curve is consistent irrespective of horizontal width.

Wagga Wagga Brand Style Guide | 2011 ©

gRaPHIC TExTURE IN aPPLICaTION HORIzON SHaPE IN aPPLICaTION

Photographic image multiplied over the graphic texture

Graphic texture used on a softgradient background with type and graphic pattern

Graphic texture used on a soft gradient background with hero graphic pattern

Graphic texture used on a solid background

Horizon shape used to designate zones, softened by the graphic pattern which is overlaid

Horizon shape used as design feature e.g. Die-cut

RaW gRaPHIC TExTUREAdding a grain texture conveys a tactile quality to applications

gRaPHIC TExTURE (COLOURED)The texture’s versatility can be extended through colourisation

HORIzON SHaPEThe horizon shape is a graphic form that can be used to designate zones as well as connecting an application to the landscape

CITY OF WAGGA WAGGA

243 Bayliss St (PO BOX 20)

Telephone +61 2 6926 9190

Facsimile +61 2 6926 9139

www.waggawagga.com.au

[email protected]

HELLOThis is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�cia deserunt mollit anim id est laborum.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudan tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem qui voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsu quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudan tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem qui voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsu quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Duis aute irure dolor in reprehenderitin voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�ci deserunt mollit anim id est laborum o�ciis debitis aut rerum.

Kind Regards,

CITY OF WAGGA WAGGAHEAD OF CORPORATE & PUBLIC AFFAIRS

WAGGAWAGGA.COM.AU

I’VE GOT A HUNDRED LITTLE REASONS TO

call it homeJUST ASK THE locals.

THEGREAT GOOD PLACE

VISITWAGGA.COM.AUVISITWAGGA.COM.AU

by what you discoverBE SURPRISED

AGAIN AND AGAIN COME BACK SOON

AND TEMPT YOU TO STAY ORIMAGINATION

IT’S A PLACEMORE THAN WORK LIFE BALANCE

DISCOVER A CITY

LITTLE REASONS TO ENJOY

MORE THAN

A HUNDRED

MORE THAN

WAGGA WAGGA INCLUDING AMAZING ART GLASS.

SPORT, MORE THAN GREEN FIELDS,

THAT WILL CAPTURE YOUR

RETAILREPORTLOCAL RETAIL IN REVIEW 2012

AFTER 20 YEARS MY BUSINESS STILL HAS MANY REASONS TO BE BASED IN WAGGA.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.This is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi. Tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi. Tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ullamco laboris nisi. Tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.REPORT

2011 WAGGA EVENTS

Featuring summary of 2010 local events and festivals.

CITY OF WAGGA WAGGA

243 Bayliss St (PO BOX 20)

Telephone +61 2 6926 9190

Facsimile +61 2 6926 9139

www.waggawagga.com.au

[email protected]

HELLOThis is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�cia deserunt mollit anim id est laborum.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudan tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem qui voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsu quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudan tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem qui voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsu quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Duis aute irure dolor in reprehenderitin voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�ci deserunt mollit anim id est laborum o�ciis debitis aut rerum.

Kind Regards,

CITY OF WAGGA WAGGAHEAD OF CORPORATE & PUBLIC AFFAIRS

WAGGAWAGGA.COM.AU

I’VE GOT A HUNDRED LITTLE REASONS TO

call it homeJUST ASK THE locals.

THEGREAT GOOD PLACE

VISITWAGGA.COM.AUVISITWAGGA.COM.AU

by what you discoverBE SURPRISED

AGAIN AND AGAIN COME BACK SOON

AND TEMPT YOU TO STAY ORIMAGINATION

IT’S A PLACEMORE THAN WORK LIFE BALANCE

DISCOVER A CITY

LITTLE REASONS TO ENJOY

MORE THAN

A HUNDRED

MORE THAN

WAGGA WAGGA INCLUDING AMAZING ART GLASS.

SPORT, MORE THAN GREEN FIELDS,

THAT WILL CAPTURE YOUR

RETAILREPORTLOCAL RETAIL IN REVIEW 2012

AFTER 20 YEARS MY BUSINESS STILL HAS MANY REASONS TO BE BASED IN WAGGA.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.This is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi. Tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi. Tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ullamco laboris nisi. Tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.REPORT

2011 WAGGA EVENTS

Featuring summary of 2010 local events and festivals.

Page 19: Wagga_City_Branding_Style_Guide

2.11BRAND IDENTITY

Typography is a key brand element within the brand identity and sets the tone of Wagga Wagga’s communications. The identity system uses selections of weights within the following type families. These typefaces should never be substituted or replaced with alternate styles and unspecified weights and versions should not be used.

PERSONALITY TYPEFACE - DRESCHER GROTESK BT Drescher is a modern sans serif typeface that is informal yet confident and strong. When used sparingly in headlines, its unique character creates a distinctive element in communications. There are three weights available for use Light, Demi and Bold. Bold is recommended for headlines. Use Demi with limited use when setting sub-headings or information requiring additional hierarchy.

PERSONALITY TYPEFACE - FG SAGA FG Saga is a perfect extension of the Wagga Wagga brand, with its personal and unique handwritten quality that reflects a friendly human note. FG Saga should be used sparingly in headlines and to highlight text. Best used in combination with Drescher as shown below. There is one weight available for use. When setting Drescher and FG Saga together, upweight Saga manually to match the height of the Drescher characters.

Wagga Wagga Brand Style Guide | 2011 ©

A HUNDRED REASONS TO CALL IT home.IT’S THE LITTLE THINGSTHAT ADD UP

PROUDLYMADE INWAGGA

A HUNDRED REASONS TO CALL IT home.THE GREATGOOD PLACE. just ask

the locals

TYPOGRAPHY – PERSONALITY TYPEFACES

PERSONaLITY TYPEfaCES IN aPPLICaTION

Dresceher Grotesk as a hero headline, set in Bold with tight leading.Dresceher Grotesk as hero in combination with supportive FG Scala. FG Scala used for main headline at a large scale. Keep headlines short when using FG Scala, and always set type in sentence case.

DRESCHER gROTESK BT (SaNS-SERIf HEaDLINE) Drescher Grotesk BT is available in three weights. Use Drescher Bold in all caps for headlines. Drescher Light can also be used to change the pace.

OUR DISTINCTIVE HEaDLINE COmBINaTION Drescher Grotesk and FG Saga mix well together to highlight certain words or distinguish inspirational and informational language. Ensure one font almost always leads the message. Accentuate the key word by changing font and also changing the colour to a similiar tone for additional emphasis.

fg Saga (HaNDWRITTEN) FG Saga is available in a single weight. Use it for personal, human messages that provide a ‘local touch’.

A HUNDRED REASONS TO CALL IT home.THE GREATGOOD PLACE. just ask

the locals

Discoverthe wonder

MORE THAN A HUNDRED LITTLE REASONS TO ENJOY

WAGGA WAGGA INCLUDING AMAZING ART GLASS.

DISCOVER A CITY MORE THAN SPORT, MORE THAN

GREEN FIELDS, MORE THAN WORK LIFE BALANCE, IT’S A PLACE THAT WILL CAPTURE YOUR IMAGINATION AND

TEMPT YOU TO STAY OR COME BACK SOON AND

AND AGAIN

VISITWAGGA.COM.AU

BALANCE family and work

REGIONALWINEFESTIVAL

WAGGA’S HOST CITY PROPOSAL

VISITWAGGAWAGGA.COM.AU

JUNE 2011

You’ll be Surprised

VISITWAGGA.COM.AU VISITWAGGA.COM.AU

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.This is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusm tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris

his is an example of what a letter might ipsum dolor sit amet, consectetur adip isicing elit, sed do eiusmod tempor incidi dunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exer citation ullamco laboris nisi. Tempor incidi dunt ut labore et dolore magna aliqua.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqa. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi. Tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.Lorem ome

AVOID USING FG SAGA IN ALL CAPSDrescher LIGhT/ DRESCHER DEMI/ DRESChER BOLD !

Page 20: Wagga_City_Branding_Style_Guide

2.12BRAND IDENTITY TYPOGRAPHY - INFORMATIONAL TYPEFACES

Typography sets the tone of Wagga Wagga’s communications. The identity system uses a selection of weights within the following type families. These typefaces should never be substituted or replaced with alternate styles and unspecified weights and versions should not be used.

INfORmaTIONaL TYPEfaCE - mUSEO SaNS 300, 500 & 700Museo Sans is simple, legible and modern in style. It’s a workhorse typeface that plays a supporting role in the brand identity system and is used primarily for sub headings and body copy. Available weights are 300, 500 and 700.

If Museo Sans is unavailable as it is not a system font, please use Helvetica Regular and Bold as an alternative for Museo Sans.

PURCHaSINg aLL TYPEfaCESThe typefaces can be purchased from the following font suppliers: • Drescher Grotesk: www.myfonts.com • FG Saga: www.myfonts.com • Museo 300, 500 & 700: www.myfonts.com When purchasing, please ensure that you refer to their full name and correct weights for either your PC or Mac.

Wagga Wagga Brand Style Guide | 2011 ©

OUR INfRORmaTION TYPEfaCE Drescher Grotesk and FG Saga mix well together to highlight certain words or distinguish inspirational and informational language. Ensure one font always leads using it for 90% of the message. Accentuate the key word by changing font and also changing the colour to a similiar tone for additional emphasis.

MUSEO SANS 300 (LIGHT)MUSEO SANS 500 (MEDIUM)mUSEO SaNS 700 (BOLD)

INfORmaTIONaL DIVIDINg LINE The use of a circular dotted line as an informational design element within the system assists in legibility and pacing in text heavy applications. It helps to designate areas, highlight text and add hierarchy to information. The line can be coloured and run either horizontally or vertically. The suggested stroke on an A4 application is at 0.5pt or 1pt if a heavier look is needed.

INfORmaTION TYPEfaCE PRINCIPLES fOR a4 SCaLEEvery application should have three levels of information including a headline, sub heading and body copy. The level of information hierarchy can change depending on the level of content to include several levels of sub headings and a range of treatments for type as body copy information.

Level 1 typography – e.g. main headings • Headline option 1 - Set in Drescher Bold, all caps (preferred) • Headline option 2 - Set in FG Saga • Headline option 3 - Combination type of Drescher & Saga

Level 2 typography – e.g. sub headings • Sub heading option 1 - Set in Drescher Light, all caps FG Saga

Level 3 typography – body copy • Depending on the applications body copy can be set in Museo Sans in 9pt, 10pt or 11pt. • Smaller details such as terms and conditions and dates may appear at 7.5-8.5pt.

THIS MONTHENJOY A VIBRANT SEASON OF ART, MUSIC AND FOODThe Wagga Wagga Food and Wine Festival has become the city's largest one day festival attracting a crowd in excess of 6000 people. It features the region's best food and wine as well as a first class entertainment program. The event for the festival is the Civic Precinct around the calm shores of the picturesque Wollundry Lagoon located in the heart of the CBD. The festival is an event the whole family can enjoy.

FARMERS MARKETSeptember 10th - 12th

The Lakeside Artgroup presents Markets by the Lake. They are held on the Saturday of each month from 10am - 3pm and include a diverse range of produce - from Art & Craft, Hand Made Gifts, Local Produce to Food, Clothes and Plants. It’s a great venue and a great family day out!

Duis eu aute irure dolor in reprehen in esse sint voluptate velit esse cillum dolore eu fugiat nulla pariatur. Except eur sint occaecat lorem cupidata.

waggafarmersmarket.com.au

GLASS ARTSeptember 10th - 21st

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna sed aliqua. Ut enim ad minim amet veniam, quis nostrud deus eu lorem exercitation ullamco id laboris nisi ut aliquip ex ea sus dior dolor commodo consequat. Duis eu aute irure dolor in reprehen in esse sint voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur eu sint occaecat lorem cupidatat non amet proident, sunt in culpa qui lore o�cia id deserunt mollit anim id est laborum. dolore magna sed aliqua.

Visit the gallery at:1 Morrow St, Wagga Wagga

waggaglassart.com.au

RIVERINA FESTIVALSeptember 21st - 23rd

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna deus aliqua. Ut enim ad minim verni veniam, quis nostrud exercit exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat duis sed ex aute.

ARTS WEEKENDSeptember 26th - 28th

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non dolor proident, sunt in culpa quid o�cia deserunt mollit anim id est laborum. Ut enim ad minim verni veniam, quis nostrud.

LIVE MUSIC NIGHTSeptember 9th - 12th

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna deus aliqua. Ut enim ad minim verni veniam, quis nostrud exercit.v

ART MARKETSeptember 16th - 20th

Duis eu aute irure dolor in reprehen in esse sint voluptate velit esse eu cillum dolore eu fugiat nulla dolore pariatur. Excepteur sint occaecat lorem cupidatat non amet proident.

Esse eu cillum dolore eu fugiat.

WINE FESTIVALSeptember 1st - 4th

Savour the rich flavour of delicious wines from across the region. Utum enim ad minim veniam, quis nostrud exer citation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepte sint occaecat cupidatat non proident, sunt in culpa qui o�cia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

waggafoodandwine.com.au

Excepteur eu sint occaecat lorem cupidatat non amet proident, sunt in culpa qui lore o�cia idlor.

THIS MONTHENJOY A VIBRANT SEASON OF ART, MUSIC AND FOODThe Wagga Wagga Food and Wine Festival has become the city's largest one day festival attracting a crowd in excess of 6000 people. It features the region's best food and wine as well as a first class entertainment program. The event for the festival is the Civic Precinct around the calm shores of the picturesque Wollundry Lagoon located in the heart of the CBD. The festival is an event the whole family can enjoy.

FARMERS MARKETSeptember 10th - 12th

The Lakeside Artgroup presents Markets by the Lake. They are held on the Saturday of each month from 10am - 3pm and include a diverse range of produce - from Art & Craft, Hand Made Gifts, Local Produce to Food, Clothes and Plants. It’s a great venue and a great family day out!

Duis eu aute irure dolor in reprehen in esse sint voluptate velit esse cillum dolore eu fugiat nulla pariatur. Except eur sint occaecat lorem cupidata.

waggafarmersmarket.com.au

GLASS ARTSeptember 10th - 21st

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Visit the gallery at:1 Morrow St, Wagga Wagga

waggaglassart.com.au

LIVE MUSIC NIGHTSeptember 9th - 12th

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ART MARKETSeptember 16th - 20th

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Esse eu cillum dolore eu fugiat.

WINE FESTIVALSeptember 1st - 4th

Savour the rich flavour of delicious wines from across the region. One of hte leading wineries is the Charlest Sturt University Winery and it is at the forefront of viticulture practices and wine making techniques. Come and visit our Cellar Door in Wagga Wagga for tasting and sales of our premium sparkling, table and fortified wines, hand made cheeses, and extra virgin olive oil from one of the oldest olive groves in Australia! error sit lorem ipsum voluptatem accusantium.

waggafoodandwine.com.au

• The evolution of ‘good’ beyond sports

• A branding system beyond a logo to promote investment and visitation.

• Will be followed by a community toolkit for local community use.

FutureBrand has worked closely with the City Council and key representa-tives of the Community over the past5 months to define and encapsulate some of the unique features and

compete and succeed in attracting visitors, private and public investment over the coming years as the momen-tum of national growth continues to move away from the Capital cities. Whilst perhaps lacking in some of the iconic infrastructure symbols of other cities – we have no harbour bridge,no MCG, no beach – careful analysis and consultation revealed that Wagga’s unassuming face actually belies a depth and an array of features. For those who take the time to experience these features Wagga provides a vibrant, stable, progressive and endearing place to live, work, learn and play. We’re a place that gets under your skin and into your heart if you give it a go.Our broad-based community has

WAGGA’S NEW ‘HANDCRAFTED’ BRANDING CAPTURES THE SPIRIT OFA CITY WHERE A HUNDRED LITTLE THINGS CAN MAKE EACH DAY GREAT

MEDIA RELEASE

thriving retail, commerce, education, arts, defence and public sectors that have enabled us to weather the worst of recent economic storms – just asit will help us ride out our most recent meteorological challenges. Scratch the surface, look past the absence of ‘icons’ and you’ll find a mix of features that can make everyday life a little better – be it for business or for the family. This could be as simple as a jam-free commute to work for a relocated father, a preferable cost base for an expanding business, a range of avenues for an artistic teenager to explore and, of course, Australia’s best known sporting nursery. These are the ‘little things’ that individually or in combination can make a good life great. And these are the things that we in Wagga have in spades. This unassuming appearance and combination of small but ultimately life-enhancing talents led the team to the idea of a ‘hundred little things’ which was to be both the stimulation for our design work and a theme for future city communications. If we have one truly iconic symbol then it is without doubt our name. ‘Wagga Wagga’ resonates with uniquenessand great meaning in both Australia

and internationally. To honour this asset the logo itself was crafted by hand and where each letter form has been individually rendered with great care to capture this uniqueness and the authenticity. Unlike the brandingof many other Australian ‘growth’ cities, we chose not to add any ‘tagline’ or ‘strapline’ to our name as we believe that our name’s two words already speak volumes. We have also incorpo-rated a subtle nod to our famous crow by the incorporation of a blue-black background inspired by the sheen of crow’s wing. The new identity design itself consistsof a flexible system of colours, typogra-phy, patterns, layouts, photographic style and a unique ‘graphic circle’ device. These circles, used throughout communications, represent the variety and diversity of Wagga and evokes the sense of the renewal which is a feature of the place. The system is designed to give a cohesive impression of Wagga Wagga, whether we are promoting a local craft fair or investment proposalto State government. Together, we believe these elements capture the spirit, optimism and breadth of our appeal here in Wagga in a unique and professional manner.

Mayor Wayne Geale OAM, stated “from the outset this project was developed with the community in mind. Our plan over the coming months is to provide workshops for local groups and businesses to sample and use the tools so they can promote their own activities, benefit from synergies and ultimately enhance both their own ventures and our community as whole. Council congratulates FutureBrand on the extensive work that thay have undertaken. Council is delighted with the resulting brand and I personally, am very excitedat the opportunities that the new brand provides for Wagga Wagga”

For more information please contact:

Andrew CrakanthorpDirector Corporate Services City of Wagga Wagga, 243 Baylis Street(PO Box 20), Wagga Wagga, NSW, 2650 Council: 1300 2 WAGGA (1300 292 442)Direct: +61 2 6926 9200Direct: 0409 662 307Fax: +61 2 6926 [email protected]

WAGGA WAGGA

243 Bayliss St (PO BOX 20)

Telephone +61 2 6926 9190

Facsimile +61 2 6926 9139

www.waggawagga.com.au

[email protected]

HELLOThis is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�cia deserunt mollit anim id est laborum.

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Kind Regards,

WAGGA WAGGABRAND MANAGER

a4 LETTERHEaD SamPLE

main heading 14pt Drescher bold, all caps

Date 9pt Museo 300, all caps

Subject heading 21pt FG Saga, 23pt leading alternatively use Drescher Light, all caps, 12 - 14pt.

Introductory paragraph11pt Museo 300 or 500, with 13pt leading (N.B. Replace Museo with Arial if unavailable)

Bodycopy9pt Museo 300 or 500, with 11pt leading, in Black.

DL DOUBLE PagE SPREaD

main heading 21pt Drescher bold all caps 12pt leading, multiple colours used to add interest

Introductory paragraph10pt Museo Sans 300, 12pt leading

Bodycopy heading 10pt Drescher bold all caps, alter colours to designate stories to add differentiation and interest

Bodycopy sub heading 8.5pt Museo Sans 300, 10pt leading colour to match heading colour

Bodycopy 8pt Museo 300 or 500, with 9pt leading, in Black.

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2.13BRAND IDENTITY TONE OF VOICE AND MESSAGING

Use just the right tone. Words enhance the evocative power of images. They are the voice of the brand and should speak to the audience in an authentic voice. Encourage personal anecdotes and testimonials from people across all audiences to create a rich tapestry of stories to draw from.

Sometimes without even knowing it we change the way we express ourselves to different people. Wagga Wagga needs to speak to people on all kinds of levels - locals, visitors and business professionals to name a few. Altering the scale, placement and colour of type helps us to speak in a variety of tones of voice.

Based on the Brand Personality subtle variations create thethe differences between the tones of voice for each of the main audiences. The table below provides approaches for copywriting for all three key audiences.

Wagga Wagga Brand Style Guide | 2011 ©

ENJOYLIFE

VISITWAGGA.COM.AU

I’M HERE TO LEAD THE NEW

flight training centre

VISITWAGGA.COM.AU VISITWAGGA.COM.AU

SIMPLEHAPPY

SPECIALUNIQUEFRIENDLYINVITINGOPTIMISTIC

FUNTHE

GREATGOOD

PLACE

VISITWAGGA.COM.AU VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

by what you discoverBE SURPRISED

DISCOVER A NEW PLACE TO EXPLORE

and relaxI’VE GOT A HUNDRED LITTLE REASONS TO

call it home

VISITWAGGA.COM.AU

ESCAPE THE CITY

and discover

ENJOY WORK LIFE balance

LITTLE THINGS MAKE A BIG DIFFERENCE, LIKE MY10 minute commute.

LOCaL TONE Of VOICE Just like a friendly covnversation the language used is familiar, friendly and inviting. Avoid cliches, trying too hard or over embellishing.

VISITOR TONE Of VOICE Encourage discovery and curiosity. Emphasise benefits and distinctive features of Wagga Wagga and surrounds.

BUSINESS TONE Of VOICE The language used should be straightforward and professional. Emphasise the benefit of business in Wagga Wagga. Keep it direct and bold, avoiding an overly reserved and corporate tone.

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2.14BRAND IDENTITY ILLUSTRATION

The Wagga Wagga illustration style is a loose, personal sketching style that provides an alternative to photography. Everyday objects are given new life and character which will be useful particularly for events and campaigns.

Illustrated objects are brought to life when combined with other graphic elements such as the graphic pattern, the graphic texture, both flat and tonal colour. The Wagga Wagga illustration style can be mixed and matched with the personality typefaces to create a myriad of unique applications. Ensure the imagery is irreverent and not too laboured or visually forced.

Illustrations will be ideally be commissioned using local artists or alternatively sourced from various online image libraries such as: • www.gettyimages.com • www.shutterstock.com • www.istockphoto.com • www.watermark.com

LINEaR ILLUSTRaTIONS Illustrations may appear linear and interact with a graphic pattern. Ensure the elements enhance the illustration as the hero element in the composition.

It is critical when selecting illustrations that they have the irregular hand drawn effect of the examples shown. Lineweight that is too thick and heavy will be at odds with the Wagga Wagga brand. Clip art should not be used under any circumstances!

COmPOSINg ILLUSTRaTIONS A range of objects can be illustrated individually and then clustered together. The familiarity of the objects and their style creates a distinctive look when placed over a solid colour field.

Experiment with scale and cropping when composing the illustrations together.

Wagga Wagga Brand Style Guide | 2011 ©

Reference: Hennie Haworth© 2009 Please note: some of the illustrations that appear throughout this document are for the purpose of illustrating design principles only, and have been gathered from various image libraries and other sources. Copyright clearance and puchase for further use must be obtained from the appropriate source, and the use of them for any purpose whatsoever without authorisation is likely to constitute a breach of copyright.

KEEPING IT SIMPLE For illustrations to work, images should be of single everyday objects. Highly detailed or com-plex object combinations should be avoided. Keep them graphic!

CommunityGARDEN

we think you’ll like it!

SUMMERFESTIVAL

VISITWAGGA.COM.AU

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Become a member of the local community garden and create a sustainable garden with other locals. You’ll also reep the rewards by enjoying the fruit and vegetables the garden produces with your family and friends.

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For more information: am, eaque ipsa quae ab illo inve ntore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut.

VISITWAGGA.COM.AU

OUR DISTINCTIVE ILLUSTRaTION STYLE

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2.15BRAND IDENTITY OPTIONS TO LEAD AN APPLICATION

The Wagga Wagga brand identity system is flexible enough to create many exciting design solutions that all reflect the brand essence. When designing any communication there are two questions you should ask: ‘Who is the audience?’ and ‘Which elements will I use to communicate the message?’

When designing an application, select the most appropriate element to lead the design. Elements such as typography and the graphic pattern can be used as visual features or they can appear as a more subtle execution to combine with photography, allowing imagery to be the visual hero.

The examples below demonstrate the four key elements that may be used to lead an application. Each may take a different tone depending on the respective audience. Refer to the Best Practice section of this guideline for inspiration and a comprehensive look at the scope of Wagga Wagga applications that can be created.

Wagga Wagga Brand Style Guide | 2011 ©

ImagE LEaD Refer to the photographic principles when selecting an appropriate image. Complement with colour/graphic pattern.

ImagE LEaD - fULL BLEED Quality photography is essential when creating applications that use full-bleed photography. Ensure the image is on brand and does not appear ‘ordinary’. It should have a strong use of natural light and convey a sense of optimism.

TYPE LEaD The message is the feature. Ensure the appropriate personality of language and attention to detail when setting typography.

SIMPLEHAPPY

SPECIALUNIQUEFRIENDLYINVITINGOPTIMISTIC

FUNTHE

GREATGOOD

PLACE

VISITWAGGA.COM.AUVISITWAGGA.COM.AU VISITWAGGA.COM.AUVISITWAGGA.COM.AU

LOTS OF laughs

VISITWAGGA.COM.AU

I’VE GOT A HUNDRED LITTLE REASONS TO

call it home

PaTTERN LEaD For an application that can be graphic, use the pattern at a large scale. Ensure clever and artistic cropping.

ILLUSTRaTION LEaD Primarily for events, integrate the linear illustration into the application using type and/or graphic pattern.

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ONWHAT’S

SPRING 2011ONWHAT’S

SPRING 2011

VISITWAGGA.COM.AU

For the majority of applications, at least four identity elements are required in the composition including: • Photography • Graphic pattern/Graphic texture • Hero typography • Wagga Wagga Brandmark

The step-by-step thumbnails below provide a detailed indication of the process that should be involved when creating hero imagery. Where possible there must be a focus for the design, overall balance of the elements and a straightforward, refreshing, progressive or gregarious spirit. Refer to the ‘options to lead’ for additional considerations when using alternative elements to lead.

There are plenty of options to create distinctive communi-cations. Although the look and feel may appear to have a lot of freedom it does need to be used carefully and applied with attention to detail.

PHOTOGRAPHY LED APPLICATION: STEP-BY-STEP DESIGN PROCESS

1. IMAGE SELECTIONSelect desired image, and consider how it will be cropped for the chosen format. Ensure the visual quality and resolution is high if the image is to be placed on the front cover.

2. COLOUR PALETTESelect a colour from the palette which complements the image. This colour can be added in a horizon shape. A this stage, the graphic texture could also be added behind the image or in the horizon shape.

3. GRAPHIC PATTERNAdd the graphic pattern in an integrated way, or in a more prominent position. In this case the pattern follows the arc of the horizon shape. Be mindful of cropping and consider scaling and rotating to find the most appropriate configuration to use.

4. TYPOGRAPHY & LANGUAGE Add a headline, or key message. Consider the colour options available, always ensuring there is a hero colour within the application. Keep typography clear and legible. Adjust kerning of leading of messaging as required.

5. BRANDMARK ELEMENTSOnce the application has been crafted, add the Wagga Wagga Brandmark in either the top right or bottom right position on an application. It’s essential that the Brandmark is prominent and legible. Add the visitwagga.com.au URL set in Drescher Bold all caps, in the bottom left or right depending on the application.

2.16BRAND IDENTITY HOW TO DESIGN AN APPLICATION

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BEST PRACTICE3.The Best Practice pages provide you with a guide to the types of visual treatments that can be achieved using the Wagga Wagga identity elements.

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BEST PRACTICE3.

BEST PRACTICE 3.1OUTDOOR BANNERS – USING GRAPHIC PATTERN AND COLOUR

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BEST PRACTICE 3.2OUTDOOR BANNERS – USING PHOTOGRAPHY AND LIMITED USE WAGGA WAGGA WORDMARK

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BEST PRACTICE 3.3DL BROCHURES – COVERS DEMONSTRATE COLOUR AND IMAGE FLEXIBILITY WITHIN A SET TEMPLATE

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BEST PRACTICE 3.4DL BROCHURE SPREAD – DEMONSTRATES LAYOUT AND TYPOGRAPHY HIERARCHY WHEN MANAGING INFORMATION

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BEST PRACTICE 3.5A4 MAGAZINE AD

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BEST PRACTICE

IT’S WHAT THEY SAY IT ABOUT ALL THE GREAT PLACES. Wagga locals know

what’s happening tonight, tomorrow and on the

weekend. Whether you’re into glass making, music

or the basics of finding a pub, just ask a local.

AGAIN AND AGAIN

COME BACK SOONAND TEMPT YOU TO STAY OR

IMAGINATION IT’S A PLACEMORE THAN WORK LIFE BALANCE

DISCOVER A CITYLITTLE REASONS TO ENJOYMORE THAN

A HUNDRED

MORE THANWAGGA WAGGA

INCLUDING AMAZING ART GLASS.

SPORT, MORE THAN GREEN FIELDS,

THAT WILL CAPTURE YOUR

JUST ASK THE locals.

I’VE GOT A HUNDRED LITTLE REASONS TO

call it home.

VISITWAGGA.COM.AU

3.6POSTCARD SET – A STRONG FAMILY RESEMBLANCE EVEN WHEN USING DIFFERENT IDENTITY ELEMENTS TO LEAD

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BEST PRACTICE

VISITWAGGA.COM.AU

I’VE GOT A HUNDRED LITTLE REASONS TO

call it home

I’M HERE TO LEAD THE NEWflight training centre

VISITWAGGA.COM.AU

ENJOY WORK LIFE balance

VISITWAGGA.COM.AU

Wagga Wagga is a highly successful regional business centre. Find out more about how your business can benefit by being located or basing assets in Wagga Wagga.

3.7POSTERS, PHOTOGRAPHY – FULL BLEED PHOTOGRAPHY CAN BE USED ON POSTERS, BROCHURE COVERS OR OUTDOOR ADVERTISING

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BEST PRACTICE

we think you’ll like it!

SUMMERFESTIVAL

VISITWAGGA.COM.AU

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Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo pariatur?

CommunityGARDENSed ut perspiciatis unde omnis iste natus error sit voluptatem accusa ntium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem.

Ut enim ad minima veniam, quis nostrum exercitationem ullam cor poris suscipit laboriosam, nisi ut aliquid ex ea commodi conseq uatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae con quatur, vel illum qui dolorem eum fugiat quo pariatur?

Become a member of the local community garden and create a sustainable garden with other locals. You’ll also reep the rewards by enjoying the fruit and vegetables the garden produces with your family and friends.

Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi conseq uatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae cons equatur, vel illum qui dolorem eum fugiat quo pariatur? Sed ut perspic iatis unde omnis iste natus error sit

For more information: am, eaque ipsa quae ab illo inve ntore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut.

VISITWAGGA.COM.AU

3.8POSTERS, ILLUSTRATION – KEEP IT PLAYFUL WITH LOOSE ILLUSTRATIONS AND FLAT BOLD COLOUR

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BEST PRACTICE

WAGGA WAGGA

243 Bayliss St (PO BOX 20)

Telephone +61 2 6926 9190

Facsimile +61 2 6926 9139

www.waggawagga.com.au

[email protected]

HELLOThis is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�cia deserunt mollit anim id est laborum.

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Duis aute irure dolor in reprehenderitin voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�ci deserunt mollit anim id est laborum o�ciis debitis aut rerum.

Kind Regards,

WAGGA WAGGABRAND MANAGER

3.9STATIONERY – APPROACHABLE STYLE LETTERS CAN COMMUNICATE WITH LOCALS, VISITORS AND BUSINESS

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BEST PRACTICE

THE GREAT GOOD PLACE

THE GREAT GOOD PLACE

3.10SHOPPING BAG – TACTILE JUTE BAGS ARE PERFECT FOR SCREENPRINTING THE BRANDMARK OR KEY MESSAGES

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BEST PRACTICE 3.11CO-BRANDING AND APRON – EXAMPLE OF PROVENANCE ENDORSEMENT ON LOCAL PRODUCT

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BEST PRACTICE 3.12MEDIA PACK – UTILISES FULL BLEED IMAGERY AND THE HORIZON SHAPE AS A DIE CUT

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BEST PRACTICE 3.13DOCUMENT COVERS – CREATE STYLISH AND ENGAGING COVERS FOR DOCUMENTS SUCH AS BRAND REPORTS OR FESTIVAL TENDERS

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DIGITAL ARTWORK4.The Digital Artwork section technically guides you through all of the artwork elements that have been supplied to ensure you gain the maximum benefit from the Wagga Wagga artwork elements.

Page 40: Wagga_City_Branding_Style_Guide

DIGITAL ARTWORK

Wagga Wagga Brand Style Guide | 2011 ©

4. 4.1SOFTWARE, HARDWARE AND TYPEFACES

REqUIRED SOfTWaRE

The following software is required for the manipulation of digital artwork:

- Adobe® Illustrator® CS3 (v 12.0) or above

- Adobe® Photoshop® CS3 (v 10.0) or above

- Adobe® InDesign® CS3 (v 5.0) or above

- Adobe® Acrobat Reader® version 4 or above (for viewing and printing PDF files).

Acrobat Reader® is cross-platform software that can be downloaded for free from www.adobe.com. Please ensure that you read and understand the Terms and Conditions and system specification details for Acrobat Reader®.

Other applications may also be capable of manipulating artwork files.

The Wagga Wagga Brand team is not licensed to distribute Adobe® Illustrator® CS3, Adobe® Photoshop® CS3 or Adobe® InDesign® CS3. Both PC and Macintosh versions are readily available for purchase from software suppliers.

REqUIRED HaRDWaRE

The following computer hardware should be the minimum required to use the available digital artwork:

- Either a Pentium 3 PC running Windows XP/2000 or Macintosh running OS 10.3 or above

- Monitor colours: PC 32-bit colour or Macintosh millions of colours.

REqUIRED TYPEfaCES

Drescher Grotesk BT, FG Saga and Museo Sans type families are ‘custom’ fonts that are not loaded as system (standard) fonts on computers. They must be purchased and installed before use. The system font Arial must also be installed.

Drescher Grotesk BT family consists of three different weights: Light, Demi and Bold.

FG Saga consists of one weight: Regular

Museo Sans type family consists of 4 different weights of which 3 are used here: 300, 500 and 700.

The Wagga Wagga Brand team is not licensed to distribute typefaces specified in these guidelines. To arrange the purchase of PC and Macintosh versions of these typefaces refer to the brand identity elements on page 2.11.

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4.2FILE NAMING CONVENTION

A comprehensive library of digital artwork files for the Wagga Wagga Masterbrand, Wordmark and Graphic Pattern is available. The Masterbrand, Wordmark and Graphic Pattern file naming convention is designed to assist in locating the appropriate file. Each file has a unique code that consists of a Wagga Wagga identifier, description, variation, colour format and file format. This logical code will enable you to identify the Masterbrand, Wordmark or Graphic Pattern required without needing to open the file. The matrices that appear on the following pages give a thumbnail image and code for each Masterbrand, Wordmark and Graphic Pattern. WW_MASTERBRAND_HALO_CMYK_HR.ai

Wagga Wagga Identifier

ResolutionHigh (HR)Low (LR)(graphic patterns only)

Colour formatCMYK (Four colour process)RGB (screen and online)SPOT (PMS 3025)GREY (Greyscale)Black (BLACK)White (WHITE)

VariationHalo (HALO)VariationHalo (HALO)

DescriptionMASTERBRANDWORDMARKGRAPHIC_PATTERN

File formataijpgtifpsdpng

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4.3BRANDMARK

WW_MASTERBRAND_CMYK_C WW_MASTERBRAND_CMYK_U WW_MASTERBRAND_RGB

WW_WORDMARK_CMYK_C WW_WORDMARK_CMYK_U WW_WORDMARK_RGB

WW_MASTERBRAND_HALO_CMYK_C WW_MASTERBRAND_HALO_CMYK_U WW_MASTERBRAND_HALO_RGB

WW_MASTERBRAND_GREY

WW_WORDMARK_GREY

WW_MASTERBRAND_SPOT_C WW_MASTERBRAND_SPOT_U

WW_WORDMARK_SPOT_C WW_WORDMARK_SPOT_U

WW_MASTERBRAND_BLACK WW_MASTERBRAND_WHITE

WW_WORDMARK_BLACK WW_WORDMARK_WHITE

The Wagga Wagga Masterbrand and Wordmark artwork is available in ai, EPS, JPG, PNG and TIFF formats in CMYK, RGB, Grey, Spot (PMS 3025), black and white. Coated (C) and Uncoated (U).

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4.4GRAPHIC PATTERN

BLUE GRAPHIC PATTERN

GREEN GRAPHIC PATTERN ORANGE GRAPHIC PATTERN

YELLOW GRAPHIC PATTERN

WW_GRAPHIC_PATTERN_H_GREEN_HR WW_GRAPHIC_PATTERN_H_GREEN_LR

WW_GRAPHIC_PATTERN_H_BLUE_HR WW_GRAPHIC_PATTERN_H_BLUE_LR

WW_GRAPHIC_PATTERN_H_ORANGE_HR WW_GRAPHIC_PATTERN_H_ORANGE_LR

WW_GRAPHIC_PATTERN_H_YELLOW_HR WW_GRAPHIC_PATTERN_H_YELLOW_LR

The Wagga Wagga Graphic Pattern artwork is available in PNG and PSD formats in CMYK and RGB.

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4.5GRAPHIC PATTERN – VERTICAL

GRAPHIC TEXTURE

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4.6HORIZONTAL SHAPE/GRAPHIC TEXTURE

HORIZONTAL SHAPE