R E V O C S I D E H T F O E R T N CE
s u
BRAND GUIDE
HELLO
WELCOME TO THE SQUARE MIRRABOOKA.
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OUR VISION
OUR VISION THE SQUARE MIRRABOOKA WILL BE THE FRIENDLY, SAFE CENTRE OF CHOICE FOR EVERYDAY SHOPPING, ENGAGING WITH THE ENTIRE COMMUNITY. The Square Mirrabooka brand, creative, language and tone must always reflect and communicate our vision. We are unique, we are welcoming, we are safe, we are your centre of choice - this is us.
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OUR POSITIONING
GET TO KNOW US OUR BRAND ENCOMPASSES WHO WE ARE - IT CELEBRATES US, OUR STAFF, OUR RETAILERS, OUR SHOPPERS AND OUR COMMUNITY. Our brand has a unique character and voice - one that resonates with our community. We are authentic, welcoming, caring and thoughtful.
OUR BRAND TRAITS AUTHENTIC
WELCOMING
CARING
THOUGHTFUL
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AUTHENTIC
WE ARE AUTHENTIC We have a character and voice that speaks with our community. We are proud of who we are. We share real stories and imagery of who we are in our communication. We speak with our community, not to our community. We engage on a deeper level with the use of original content online, in our advertising, and in centre.
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WELCOMING
WE ARE WELCOMING We are your safe centre of choice. We are the centre of us. We are a destination for you to eat, shop, laugh, and discover new and exciting things. We welcome you, your family and friends to spend some time with us.
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CARING
WE ARE CARING We care about our people and the environment around us. We care about the unique culture that surrounds us. We care about the special traditions that you celebrate. We want to know more about you. We care about you.
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THOUGHTFUL
WE ARE THOUGHTFUL We consider ‘us’, in all that we do. We are always thinking of the diverse and rich community that we are in. Our stores are selected just for you. The atmosphere in our centre, and staff that we employ are all for you. Our seasonal messages and promotions are created with you in mind. We think of you, as we plan our future.
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THE LOGO
THE LAUNCH OF A NEW NAME DEMANDS A NEW BRAND IDENTITY.
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THE LOGO THE SQUARE MIRRABOOKA LOGO DESIGN HAS BEEN INSPIRED BY THE DIVERSITY OF ETHNIC BACKGROUNDS THAT CONSTITUTE THE DEMOGRAPHIC MAKEUP OF THE PRIMARY, SECONDARY AND TERTIARY MARKETS THAT ARE SERVED BY THIS UNIQUE SHOPPING CENTRE.
18 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
Arguably, The Square Mirrabooka has Australia’s most diverse number of countries represented in its customer base with no less than 25. The squares in the square have been designed to graphically represent this level of cultural diversity. The colour palette of blue, white and grey has been chosen to deliver modernity, calmness, warmth and ultimately, deliver a focus on ‘The Square’ as the centre’s name. Mirrabooka is now the signature...or statement of place. Further, the graphic element of the multiple white squares in the blue square allows for interesting graphic interpretation both in signage and marketing extensions. Typographically, the fonts are not only contemporary but timeless. The dark grey of ‘The Square’ is the perfect contrast to the blue of ‘Mirrabooka’ that relates to the blue square of the logo icon block that simply represents the region the centre serves. A fine key line delineates between the two typographical statements providing an anchor to the type panel.
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05 THE LOGO
SAY HELLO TO YOUR NEW LOGO. WHO YOU ARE. WHAT YOU SAY. HOW YOU SAY IT. 05 PHOTOGRAPHY
05 TYPOGRAPHY
20 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
AABC 12345
0 5 I M A G E T R E AT M E N T
05 GRAPHIC DEVICE
0 5 C O L O U R PA L E T T E
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VERTICAL & HORIZONTAL APPLICATIONS THE MASTER LOGO (CENTRED) VERSION should always be the priority logo in terms of usage however, in situations where the horizontal logo is best suited, the horizontal logo should be used. This is particularly relevant for the suite of signage – both exterior and interior – where architectural features or ‘logo opportunities’ will determine the usage format. The logo is only to be represented in its two colour version. THE HORIZONTAL LOGO should be used on a white background and only used when space restrictions are limited to horizontal areas.
MASTER LOGO
22 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
HORIZONTAL LOGO
COLOUR & MONO VERSIONS The logo is only to be represented where possible in its two colour version (as shown in example 1) on a white background, or in mono either in black version to be used on a white background or in white which can be used on a coloured background. THE MASTER LOGO should be used on a white background only. THE MONO LOGO should be used on a white background only. REVERSED LOGO should be used on a coloured background only.
MASTER LOGO
MONO LOGO
REVERSED LOGO
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CLEAR ZONE The clear zone is the space immediately surrounding the logo. It allows the logo to stand apart. When uncluttered, it becomes clearly visible and authoritative. The clear zone has been marked around the two colour version of the stacked logo and is denoted by X. It should not be intruded under any circumstances. To establish the amount of space required the X refers to the width between the word ‘THE’ and ‘SQUARE’ in the stacked logo. The same clear zone is used in both the stacked and the horizontal logo. The space between the graphic square and the words ‘THE SQUARE’ in the stacked logo is measured using the space between the letter ‘B’ and ‘O’ in MIRRABOOKA. The space between the graphic square and the words ‘THE SQUARE’ in the horizontal logo is measured using the letter ‘M’ in MIRRABOOKA.
24 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
DO’S & DON’TS DO’S
Logo to sit on white backgrounds or can sit on black at under 10% tint
This version can sit on either white or differing tints of black but none over 30%
This version can sit on either 100% black or differing tints of black but none under 30%
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DO’S & DON’TS DON’TS The examples below illustrate some of the most common logo application errors. By avoiding these errors, the integrity of the logo will be consistently maintained.
Do not alter the logo scale in any way
26 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
Do not add any additional copy to logo
Do not box the logo in any background colour
DO’S & DON’TS DON’TS The examples below illustrate some of the most common logo application errors. By avoiding these errors, the integrity of the logo will be consistently maintained.
Do not place logo on images
Do not put an outline around logo
Do not angle or crop logo
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LOGO INDENTATION / ALIGNMENT SPECS When applying The Square Mirrabooka logo across any piece of collateral, it must be placed in the top left corner of the artwork with clear space around it as shown below. The examples on the following page demonstrate how the logo should be aligned and placed correctly.
The space between the logo and cut-off edge of artwork should be the same distance as shown between the line below “The Square� and the blue square of the logo.
28 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
LOGO INDENTATION / ALIGNMENT EXAMPLES The examples below illustrate the correct placement and spacing of the logo on various artwork.
VER O C S I D ITH W I D L A
us
ECT N N O C WITH $500 $500
ASK US ABOUT OUR SPECIAL ALDI OFFER! The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
us
FREE WIFI
THROUGHOUT CENTRE CHOOSE THE SQUARE MIRRABOOKA FREE WIFI Follow us:
thesquaremirrabooka.com.au
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COLOUR
PRIMARY COLOURS COOL BLUE
MONO
THE MONO COLOURS ARE PANTONE 424C AT 100% ONLY AND WHITE
SECONDARY COLOURS COOL GREEN
WARM PURPLE
WARM ORANGE
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MIRRABOOKA BLUE Blue is one of the colours that we are exposed to the most on a daily basis, which makes it a colour that we feel comfortable, relateable and secure with. Apple chose this colour when it launched the new look bubble imacs at the beginning of 2000’s. It was selected because it symbolised fresh thinking and was the colour to represent the new millennium.
SECONDARY COLOURS The secondary colour palette was derived from colours found in rich textiles and handicrafts based on our multicultural customer base. These have the same tonal value and strength of the primary colour as all three make up the dominate colour mix.
32 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
COOL COLOUR MEANING - Tranquility. Understanding. Truth. Peace. Wisdom PANTONE 632C C93 M2 Y13 K6 R0 G155 B187 WEB #00a3c9
MONO COLOUR PANTONE 424C C0 M0 Y0 K70 R111 G111 B111 WEB #706f6f
COOL COLOUR MEANING - Restful. Growth. Healing. Sharing PANTONE 376C C56 M0 Y100 K0 R125 G194 B66 WEB #7dc242
WARM COLOUR MEANING - Compassion. Honour. Harmony PANTONE 2405C C43 M94 Y0 K0 R157 G53 B148 WEB #9d3594
WARM COLOUR MEANING - Adventure. Joy. Social Communication PANTONE 1235C C0 M32 Y95 K0 R253 G181 B37 WEB #fdb525
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A SUPPORTING COLOUR PALETTE HAS BEEN CREATED TO ADD DEPTH TO THE SQUARE MIRRABOOKA BRAND. The influence for this colour selection are exotic spices, textiles and decoration that resonate with our demographic. These colours can be added to promotional and marketing material to add depth and layering, while complementing the primary and secondary dominant colours. These colours are softer to add a calming element to the energetic primary and secondary colours. These colours are only to be used with the primary and secondary colours and not on their own.
34 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
PRIMARY, SECONDARY & SUPPORTING COLOUR COMBINATIONS Creating a mix and match colour system create longevity and doesn’t allow the primary and secondary colours to burn out. It also uses an ethnic / multicultural element adding to an overall modern look and feel.
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TRANSPARENCY
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CORPORATE IDENTITY TYPOGRAPHY
TYPOGRAPHY The Square Mirrabooka corporate identity includes two font families: Helvetica Neue Condensed Bold and Helvetica Neue 57 Condensed, each with specific usage. The following examples show the choice of weights available for typography. Do not expand or condense any of these typefaces.
HELVETICA NEUE CONDENSED BOLD.
Helvetica Neue Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HELVETICA NEUE 57 CONDENSED.
Helvetica Neue 57 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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CENTRE SIGNAGE TYPOGRAPHY
FRUTIGER 45 LIGHT
Frutiger 45 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRUTIGER 55 ROMAN
Frutiger 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRUTIGER 65 BOLD
Frutiger 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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GRAPHIC DEVICE
GRAPHIC DEVICE GRAPHIC DEVICE – WATERMARK LOGO A watermark has been introduced to punctuate, highlight or create patterns. A series of watermarks have been created and may be used in the design o corporate collateral, signage and ambient media.
Watermark examples Using the square graphic. Usage – signage and ambient.
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IMAGE STYLING
IMAGE STYLING NOTES A TRANSPERENCY AND FADE MAY BE USED IN THE BACKGROUND, HOWEVER NO FADE IS TO BE APPLIED TO THE CONTAINED IMAGE INSIDE THE BOX. THE GRAPHIC DEVICE IS TO BE SEEN ON THE BACKGROUND BUT PLACED BEHIND THE HERO SHOT.
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HERO SHOTS THE FOLLOWING SELECTION OF IMAGES SHOULD BE USED TO EFFECTIVELY COMMUNICATE THE DIVERSE RANGE OF THE PEOPLE THAT FORM OUR COMMUNITY.
46 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
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CAMPAIGN MESSAGES & PARAMETERS
us CHARTER
Charter Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz This font face is only to be used in conjunction with the word ‘us’. The purpose of this is to differentiate the text information between corporate and campaign material, as the us is a concept that will be carried out in marketing campaigns and not corporate branding.
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CAMPAIGN EXECUTION
AS A GRAPHIC DEVICE
TO E M O WELCENTRE OF THE C
us
AS A HEADLINE
AS BODY COPY
HELVETICA NEUE CONDENSED BOLD
HELVETICA NEUE 57 CONDENSED.
TITLE CASE
SENTENCE CASE - LOWERCASE ‘us’
Welcome to the Centre of Us
The Square Mirrabooka does and will only offer what is relevant to us, the people that support the very centre of this amazing and diverse community.
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THE COLOURS OF US THE PRIDE OF US THE COOLNESS OF US THE STYLE OF US THE DIFFERENCE OF US THE HOME OF US THE MAGIC OF US THE SPIRIT OF US THE LOVES OF US THE FLAVOURS OF US THE UNIQUENESS OF US THE POWER OF US THE MANY FACES OF US THE FUN OF US THE VARIETY OF US THERE’S NO ONE LIKE US THE MULTICULTURALISM OF US
52 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
O T E M O C L WE NTRE OF E C THE
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COLLATERAL
ARTWORK ROLL-OUT THE FOLLOWING ARTWORK EXAMPLES DISPLAY COMMON APPLICATIONS OF LOGOS, COLOURS AND TYPOGRAPHY FOR THE NEW THE SQUARE MIRRABOOKA IDENTITY, KEEPING IN LINE WITH STYLE GUIDELINES TO MAINTAIN BRAND INTEGRITY.
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CORPORATE
56 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
FRONT
BACK
0001
This voucher can be redeemed at any of our cafés, coffee shops and the food court.
COFFEE VOUCHERS
VALID UNTIL
Example of coffee vouchers. MIRJ3010
AUTHORISED BY REDEEMED AT
Follow us: The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
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THE SQUARE MIRRABOOKA CENTRE DIRECTORY Map Ref.
Phone
ANZ ATM
J6
73
Ally Fashion
I10
9349 8275
Bankwest ATM
J11
84
Autograph
J8
9345 4893
Bankwest ATM
D7
102
Bras N Things
H8
9207 1045
Commonwealth ATM
J5
49/50
Crossroads
C7
9207 1236
Commonwealth ATM
H8
97
Dolly Girl
I8
9345 0233
Commonwealth ATM
J11
68
Ice Designs
9H
9440 5783
Commonwealth ATM
I6
81/82
Katies
J10
9349 5878
A9
9440 5966
I6
6229 0571
8
Millers Fashion
A8
9349 9610
NAB
D7
9285 3800
4
Noni B
A8
9344 5263
Redi ATM
C11
101
Rockmans
H8
9344 4385
Suncorp ATM
J11
44/45
Suzanne Grae
C8
9344 1593
Westpac ATM
J5
48
Valleygirl
C8
9207 2499
MIRJ3906
Fashion - Unisex
Berry Me
C9
K1
Boost Juice
C9
9207 2121
MM39
Best & Less
D10
9349 7286
40
Factorie
D8
9207 3435
79
Caffissimo
J11
9349 9413
MM6
Rivers
G9
K5
Donut King
J11
9344 1333
6
West Brothers
A8
9344 1413
9
Gloria Jeans
B9
9349 6464
Food Court
Hungry Jacks
F3
9344 6530
F106
Beefy’s Flame & Grill
F8
0430 590 935
106
Injera House
G8
9207 2322
F103
Between Slices
F8
9344 3604
K12
Jamaica Blue
J7
9345 5663
F108
Chinese Canton
E8
9344 2919
KFC
G3
9344 6882
F102
Fish n Chicks
G8
9349 0033
98
Mochachos
Map Ref.
Phone
9344 1922
A10
17
Smokemart
B10
9349 7393
62
Angus & Coote
E9
9344 2411
36
Carmen Jewellers
C9
9349 7861
70
Michael Hill
H9
9440 6015
15/16
Prouds
A9
9344 5038
33
Shiels
B9
9207 3955
BWS
D12
6145 5515
C9
9440 4199
35
95
Jackpot Lottery
I8
9344 6750
59
Mirrabooka Lottery
C7
9349 9400
32
The Lucky Charm News
C10
9344 1976
Optical 51
Eyestar Optical
C7
6162 6332
78
OPSM
I12
9344 4344
19
MME12
Specsavers
Pet Barn
B10
9440 0503
H10
6430 5413
K15
Jesters
F8
9345 0442
9345 4934
F109
Muffin Break
E8
9349 2959
3
Greg’s Discount Chemist
A7
9349 1961
9344 2077
F107
NiHon Sushi
F8
9344 4530
74
Priceline Pharmacy
I10
9344 2777
K10
Wendy’s (Coming Soon)
B11
9349 3530
Services
99
WA Noodle Shop
9349 6628
F101
Sumo Salad
G8
H8
9349 9796
F105
Tikka Sensation
F8
89/90
Australia Post
I5
13 13 18
F104
Roc Kebabs
F8
31
Chinese Therapeutic Massage
C10
9349 1838
17
Smokemart & Giftbox
A10
9349 7393
Footwear
14A
Community Police
A10
32
The Lucky Charm News
C10
9344 1976
83
Betts
J9
9344 1516
75
Thingz Gifts
I11
9345 3495
7
Novo
A8
9344 6895
I8
9345 4555
Optus
C10
6140 6000
Telstra
B10
9345 0095
110
Vodafone
D8
9440 1000
Discount Department Stores Big W Kmart
B5
6318 9904
L6
9345 7700
C7
9344 7434
Priceless Discounts
J11
9440 5566
The Reject Shop
G10
9349 1377
Discount Variety 57
Crazy Price
80 MM4 75
Thingz Gifts
I11
9345 3495
H9
9345 1575
Fashion Accessories 69
Strandbags
Fashion - Childrens 100A
Cute Kids Boutique
H8
9344 6770
10
Littlewoods Fashions
A9
9440 5966
71
Ollie’s Place
I9
9344 1786
IPN Medical Centre 85A
J7
I6
9200 0534
K11
Mobile Solution
J8
0420 218 895
C8
9344 4439
61
Phix Mobile
E9
9440 6900
85
Shen’s Massage
J8
9349 4880
C11
9349 5326
109
We Care Car Wash
M4
27
Meat Giants
C11
9344 6811
Shoe and Watch Repairs / Key Cutting
28
Mirrabooka Bakery
C11
9344 7202
55
21
Mirrabooka Fresh
B11
9349 0063
Supermarkets
76/77
Multi Family Mart
I11
9344 5752
M3
ALDI
25
Stay Healthy
C11
9349 5133
M1
Coles
L10
9345 5011
24
Shaheen Store
C11
6261 1996
M2
Woolworths
B12
6145 5515
Flight Centre
J9
9345 3111
Spendless Shoes
Fresh Food
Cobbler Plus
D7
100
Connor
G8
9440 4448
94
Ed Harry
I7
9345 1628
43
Lowes
C8
9207 1047
95A
Babylon for Hair
I8
9345 1250
83A
Essential Beauty
J10
9344 1044
94A
Just Threading
I8
6162 2260
88
LA Nails
J5
6161 5233
1
Professionail
A7
56
Ray Cvitan
C7
60
Salon Express
D9
9345 5556
47
Shining Quick Cutz
C8
0434 065 881
J5
9344 7477
87
Sportspower
K
L
M
N
O
9207 3077
82A
31 35 33
15 16
9
10
61
60
MM4
62
44/45 46 47
6
F106
51
K7
1
59
57
105
FOOD COURT
F109 F107
49/50 3
40 110
41
43 48
4
MM6 68
69
70
71
72
K15
K1 7
10
73
36
K3
9
8
8
K5
74 MM 39
32
ENTRY 6
11
75 MME12
29
18 17
13/ 14
25
28
19
12
TAXI RANK
79 80
F105
F102 F103
F104
100 102 101
106/07 100A
104
ENTRY 1
53
99
97 95A 93 96 98
94B
81/ 82
K11
9
83 83A
84
8
85
94A
85A
94
ENTRY 3
7
K12
56 55
92
6
91/ 91A
5
82A
IT
6 86 87
89/ 90
5
88 ENTRY 2
4
4
109
3
3
2
2
6162 2578
F10
Travel
Hair and Beauty
11 10
78 76/ 77
1
1 A
B
C
D
E
F
G
Map Legend
9349 8569
ATMs
Toilets
Parents Room
Disabled Toilets
Public Phones
Internet Kiosk
Health and Sports
Fashion - Mens
J
24
9440 6699
John’s Fish Mart
Payless Shoes
46
I
13
9349 6611
Looksmart Alterations
26
92
H
ENTRY 5
27 26
K10
7
Pharmaceutical
9349 7414
I3
All Phones
G
ENTRY 4
IPN Medical Centre
Pet Supplies
I8
18
F
E
TAXI RANK
12
21
EB Games
Newsagents/Lottery
H8
29
D
13
Music, DVDs and Games
Subway
94b
C
14
Liquor
Oporto
Communications
B
Jewellery
104
Cards and Gifts
A 14
Persian Rug Gallery
CUSTOMER SERVICE DESK
Littlewood Fashions
Commonwealth Bank
K3
Retailer
13/14
PLAYGROUND
10
91/91A
D9
Shop
Homewares and Gifts
53
Cafe / Takeaway Food
Rebranded centre directory guide
Retailer
Fashion - Womens
Commonwealth ATM
CUSTOMER SERVICE DESK
Shop
PO BOXES
Phone
F1 08
Map Ref.
14A
Retailer
Banking
CENTRE MANAGEMENT OFFICE
Shop
H
I
J
K
L
M
N
O
(08) 9344 6166 43 Yirrigan Drive, Mirrabooka WA 6061 The Square Mirrabooka – The Centre of Us.
WWW.THESQUAREMIRRABOOKA.COM.AU
58 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
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THE SQUARE MIRRABOOKA CENTRE DIRECTORY
J11
97
Dolly Girl
I8
9345 0233
Commonwealth ATM
I6
81/82
Katies
J10
9349 5878
D9
10
Littlewood Fashions
A9
9440 5966
9349 7393
E9
9344 2411
Services
36
Carmen Jewellers
C9
9349 7861
89/90
70
Michael Hill
H9
9440 6015
A7
15/16
Prouds
A9
9344 5038
31
33
Shiels
B9
9207 3955
BWS
D12
6145 5515
8
Millers Fashion
A8
9349 9610
9285 3800
4
Noni B
A8
9344 5263
Redi ATM
C11
101
Rockmans
H8
9344 4385
Suncorp ATM
J11
44/45
Suzanne Grae
C8
9344 1593
C9
9207 2121
MM39
Best & Less
D10
9349 7286
79
Caffissimo
J11
9349 9413
40
Factorie
D8
9207 3435
K5
Donut King
J11
9344 1333
MM6
Rivers
G9
9344 1922
9
Gloria Jeans
B9
9349 6464
41
West Brothers
D8
9344 1413
Hungry Jacks
F3
9344 6530
Food Court
106/7
Injera House
G8
9207 2322
F106
Beefy’s Flame & Grill
F8
0430 590 935
K12
Jamaica Blue
J7
9345 5663
F103
Between Slices
F8
9344 3604
KFC
G3
9344 6882
Chinese Canton
E8
9344 2919
98
Mochachos
I8
9349 7414
F102
Fish n Chicks
G8
9349 0033
Oporto
I3
9345 4934
K15
Jesters
F8
9345 0442
F108
Liquor
Music, DVDs and Games 35
104
Subway
H8
9344 2077
F109
Muffin Break
E8
9349 2959
K10
Wendy’s Milk Bar
B11
9349 6628
F107
NiHon Sushi
F8
9344 4530
99
WA Noodle Shop
H8
9349 9796
105
Sumo Salad
G8
9349 3530
F104
EB Games
L10
9345 5011
Woolworths
B12
6145 5515
19
Specsavers
B10
9440 0503
A
A8
9344 6895
I6
9207 3244
C10
6140 6000 9345 0095
27
Meat Giants
C11
9344 6811
D8
9440 1000
28
Mirrabooka Bakery
C11
9344 7202
21
Mirrabooka Fresh
B11
9349 0063
Big W
B5
6318 9904
76/77
Multi Family Mart
I11
9344 5752
Kmart
L6
9345 7700
25
Stay Healthy
C11
9349 5133
24
Shaheen Store
C11
6261 1996
57
Crazy Price
C7
9344 7434
Hair and Beauty
80
Priceless Discounts
J11
9440 5566
93
Babylon for Hair
I8
9345 1250
MM4
The Reject Shop
G10
9349 1377
83A
Essential Beauty
J10
9344 1044
75
Thingz Gifts
I11
9345 3495
94A
Just Threading
I8
6162 2260
Fashion Accessories 69
Strandbags
H9
9345 1575
Fashion - Childrens
88
LA Nails
J5
6161 5233
74
Priceline
I10
9344 2777
1
Professionail
A7
9207 3077
100A
Cute Kids Boutique
H8
9344 6770
56
Ray Cvitan
C7
10
Littlewoods Fashions
A9
9440 5966
60
Salon Express
D9
9345 5556
71
Ollie’s Place
I9
9344 1786
47
Shining Quick Cutz
C8
0434 065 881
J5
9344 7477
100
Connor
G8
9440 4448
94
Ed Harry
I7
9345 1628
43
Lowes
C8
9207 1047
87
Sportspower
F
E
(08) 9344 6166 43 Yirrigan Drive, Mirrabooka WA 6061 The Square Mirrabooka – The Centre of Us.
G
H
I
J
K
L
M
N
31 35 33
15 16
10
75
36
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9
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62
61
7
44/45 46 47
6
41
43
40 110
F107
49/50
F106
51
K7
1
105
FOOD COURT
F109
48
4 3
MM6 68
69
70
71
72
K15
K1
8
8
10
73
60
F105
F102 F103
F104
100 102 101
106/07 100A
104
99
97 95A 93 96 98
ENTRY 3
53
94B
81/ 82
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57
83
84 85
92
89/ 90
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6
11
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74 MM 39
32
ENTRY 6
79 80
MME12
29
18 17
13/ 14
24
25
28
21
7
78 76/ 77
ENTRY 5
27 26
K10
10
12
ENTRY 4
11
9
O
13
TAXI RANK
IPN Medical Centre
Health and Sports
Fashion - Mens
D
Internet Kiosk
14
19
B10
C
Parents Room
Toilets
14
Payless Shoes
Discount Variety
B
Public Phones
Disabled Toilets
13 25 34
Coles
9344 4344
Novo
Optus
F10
6162 6332
92
Discount Department Stores
ALDI
ATMs
Customer Service Desk
6162 2578
C7
7
Telstra
D7
I12
9345 3495
Vodafone
9345 0935
Cobbler Plus
Eyestar Optical
I11
29
9349 4880
OPSM
Thingz Gifts
18
9440 6900
J8 M4
51
75
110
E9
We Care Car Wash
Optical
12
9344 4439
Phix Mobile Shen’s Massage
109
78
13
9349 5326
61 85
Supermarkets
9344 1516
C8
0420 218 895
9344 1976
9349 2040
C11
9440 6699
J8
C10
J9
Spendless Shoes
J7
Mobile Solution
The Lucky Charm News
F8
John’s Fish Mart
Looksmart Alterations
K11
32
Betts
46
85A
55
Roc Kebabs
26
9349 6611
9349 9400
83
Fresh Food
9349 1838
C7
Footwear
9345 4555
C10 A11 - 13
Mirrabooka Lottery
9349 7393
I8
Chinese Therapeutic Massage IPN Medical Centre
59
9344 1976
B7
9344 1822
Shoe and Watch Repairs / Key Cutting
A10
Cellmate
A7
9344 6750
C10
All Phones
Centre Management
I8
The Lucky Charm News
K7
Map Legend
13 13 18
Jackpot Lottery
Smokemart & Giftbox
94B
9349 1961
I5
95A
32
Communications
9440 4199
Newsagents/Lottery
17
Cards and Gifts
C9
A7
Australia Post
PO BOXES
Valleygirl
Fashion - Unisex
3
14A
48
J5
Phone
9345 3111
CHES TE
9207 2499
Boost Juice
Westpac ATM
Greg’s Discount Chemist
J9
RD
C8
K1
Map Ref.
Flight Centre
Pharmaceutical
CUSTOMER SERVICE DESK
6229 0571
D7
Retailer
82A
F1 08
I6
NAB
Shop Travel
6430 5413
IE R
MIRJ4901
B10
Angus & Coote
Commonwealth Bank
Phone
H10
RR
Rebranded centre directory guide
Smokemart
Jewellery
53
Cafe / Takeaway Food
CENTRE DIRECTORY
17
CENTRE MANAGEMENT OFFICE
e Cent ooka – Th re Mirrab .com.au The Squa irrabooka em ar qu thes
9345 4893 9207 1045
91/91A
Map Ref.
Pet Barn
of Us.
Commonwealth ATM
re of Us.
Retailer
MME12
A AVE
Commonwealth ATM
Shop
Pet Supplies
MIRRABOOK
62
Phone
A10
NORTHWOOD DVE
9207 1236
Map Ref.
Persian Rug Gallery
PLAYGROUND
C7
Retailer
13/14
ING HOURS
H8
Crossroads
84
Shop
9349 8275
ILS & OPEN
Bras N Things
49/50
Phone
Homewares and Gifts I10
CENTRE DETA
J8
102
J5
Map Ref.
AILS CENTRE DET e, Mirrabooka 43 Yirrigan Driv tralia 6061 Western Aus 6 (08) 9344 616 ooka.com.au quaremirrab infodesk@thes
Autograph
D7
Commonwealth ATM
Retailer
Ally Fashion
s.
J11
Bankwest ATM
73
for trading hour
Bankwest ATM
Shop
Fashion - Womens
– The Centre Mirrabooka The Square .au rabooka.com thesquaremir
Phone
idual stores
J6
NING HOURS CENTRE OPE 8am - 5:30pm ay Monday - Frid 8am - 9pm Thursday 8am - 5pm Saturday 11am - 5pm * Sunday 11am - 5pm s Public Holiday until 9pm lworths open Kmart & Woo hts. Big W, Coles, l 8pm weeknig ALDI open unti weeknights. Good Friday, (Centre closed as Day). and Christm ANZAC Day
Map Ref.
REID HWY
Retailer
ANZ ATM
Banking
*Check indiv .AU BOOKA.COM UAREMIRRA WWW.THESQ
IRRABO ESQUAREM WWW.TH
Shop
RFIELD RD
HOURS OPENING CENTRE 5:30pm 8:00am Friday 9:00pm Monday 8:00am 5:00pm m Thursday 8:00a - 5:00pm Saturday 11:00am - 5:00pm* am Sunday :00 11 ys lida Ho orths open Public & Woolw les, Kmart . Big W, Co hts nig y, ek we ay - Frida until 9pm 8pm Mond – 5.00pm m 8.30am ys, 8.30a . ALDI open m Thursda 5.00pm Sundays 9p m 8.30a am – . and 11.00 ding hours Saturdays res for tra sto l ua ivid .AU *Check ind OKA.COM
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THE SQUARE MIRRABOOKA BRAND GUIDE
59
NIHON SUSHI Small classic coffee or tea & muffin $6.95 Valid until 30 June 2016
SQUARE MEALS Example of voucher materials. MIRJ4060
Handroll plus can of drink or water $5
Your choice of FREE water or samosa with every order above $15
Valid until 30 June 2016
Valid until 30 June 2016
2 x Small coffees & 2 x muffins $12
Buy one fish & chips get the second one half price
Valid until 30 June 2016
Valid until 30 June 2016
w
Get a FREE bottle of water or 450ml coke with each Large Made to Order or Design Your Own Salad ordered Valid until 30 June 2016
FREE slice of lemon cake with your coffee Valid until 30 June 2016
Buy one burger & get one FREE Valid until 30 June 2016
Rice meal with drink & chips only $16 Valid until 30 June 2016
BETWEEN SLICES
60 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
Kids eat FREE when you spend $15 or more
Spend over $10 & get a FREE flat white coffee
FREE 6� Sub (of equal or less value) when you purchase a 6� & drink
Valid until 30 June 2016
Valid until 30 June 2016
Valid until 30 June 2016
MALL POSTER Example of generic non campaign mall poster. MIRJ3918
Follow us:
THE SQUARE MIRRABOOKA BRAND GUIDE
61
FRONT
BACK
us
O TALK T FEEDBACK FORM Example of rebranded feedback form. MIRJ3908
THE VOICE OF US It takes all of us to create The Centre of Us. We’d love to hear what you think about The Square Mirrabooka. We welcome your comments by filling in this card with your suggestions.
Follow us:
The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
62 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
BACK
FRONT
RETAILER BROCHURE Example of retailer brochure. MIRJ4082
INSIDE SPREAD
THE SQUARE MIRRABOOKA BRAND GUIDE
63
STICKER Example of branded stickers. MIRJ3911
64 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
OUTDOOR WALL DECALS Large format outdoor branding. MIRJ3907
THE SQUARE MIRRABOOKA BRAND GUIDE
65
HOARDING Example of full height hoarding background. To be applied after hoarding is installed. This background pattern is not to be altered or stretched in any way. MIRJ4299 MIRJ4300
66 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
LOGO TILE: 40mm x 50mm to be placed on top left first panel after wing panel.
HOARDING Example of strip hoarding with high adhesive SAV’s installed. These are printed as seperate objects and are installed with a visual mockup provided. The logo is represented on the first panel, top left (not the wing, if there are any, these are either left with only the background or have directionals added). The messages and images can be repeated depending on length of hoarding. MIRJ4301
JACKPOT LOTTERY
TED LOCA NOW KMART TO NEXT
JACK P LOTTE OT RY NOW LOCATED NEXT TO KMART
DIRECTIONAL TILE:
IMAGE TILE:
INFORMATION TILE:
1000mm x 1000mm to be placed on a 15 degree angle. Based on approved mockup supplied to installers.
1000mm x 1000mm to be placed on a 15 degree angle. Based on approved mockup supplied to installers.
1000mm x 1000mm to be placed on a 15 degree angle. Based on approved mockup supplied to installers.
Can be placed on wings.
Image to be provided by incoming retailer. If they are unable to supply image, The Square Mirrabooka images will be used.
THE SQUARE MIRRABOOKA BRAND GUIDE
67
E M O C L E W TO THE F O E R T N CE
us
Every weekend from June 8 we’re filling the centre with LOADS OF FAMILY FUN AND ENTERTAINMENT. Plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI!
PRESS MATERIALS Example of press materials. Non-campaign related. MIRJ4127
R DISCOVEEW THE N
us
Over the coming weeks you may notice a new look at The Square. THIS NEW LOOK EMBRACES THE DIVERSITY AND UNIQUENESS OF THE CENTRE and celebrates YOU, our wonderful customers.
ER DISCOVIT W H FASHION
us
SAVE 10% VIA REDEMPTION ON PURCHASES OVER $50* DURING FASHION WEEK at The Square. Join us May 28 for roving catwalks or visit thesquaremirrabooka.com.au for more information on free makeovers and hairstyling.
The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
68 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
TE CELEBRAITH ALDI W
us
ALDI opening June 8 at 8:30am. To celebrate, we’ll be filling the centre with LOADS OF FAMILY FUN AND ENTERTAINMENT through June. Plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI!
IN CENTRE LARGE BANNER MIRJ3920
THE SQUARE MIRRABOOKA BRAND GUIDE
69
NOTE PADS Example of branded note pads. MIRJ4029
Follow us:
70 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
Centre Management 9344 1822 The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
T-SHIRTS Example of branded t-shirts. MIRJ4005
THE SQUARE MIRRABOOKA BRAND GUIDE
71
CAMPAIGN TIER 2 72 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
TIER 2 CAMPAIGN A TIER 2 CAMPAIGN IS GENERALLY FOR SMALLER CAMPAIGNS AND EVENTS WHERE THE BUDGET IS MORE LIMITED. EXAMPLES SHOWN HERE: SCHOOL HOLIDAYS AND FATHERS DAY. ROLLOUT GENERALY INCLUDES BUT IS NOT LIMITED TO: MALL POSTER, FACEBOOK AND WEBSITE BANNER, PRESS ADS.
THE SQUARE MIRRABOOKA BRAND GUIDE
73
SCHOOL HOLIDAYS
R E V O C S I D H T I W E C N CIE
S
s u
L O O H C FREE S S E I T I V I T C A Y A D I HOL
74 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
R E V O C S I D TH I W E C N SCIE MALL POSTER
us
HOOL FREE SC IES ACTIVIT HOLIDAY
Example of mall poster. MIRJ4861
WEEK 1:
WEEK 2:
26th – 30th September 4 Club CSI
3rd – 7th October 4 Space Scratch Art
Learn how to investigate a crime scene! Analyse handwriting samples and fingerprints.
Get creative with unique space themed crafts, including space scratch art!
11am – 2pm next to the Customer Service Desk No bookings required, just turn up and join in the fun!
Follow us:
The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
THE SQUARE MIRRABOOKA BRAND GUIDE
75
PRESS MATERIALS Example of press materials. School holidays ran as a 41 x 3. Other Press ad sizes include 20x4 and ‘Crazy Shape”. MIRJ4861
Follow us:
76 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
WEBSITE RESKIN Example of website reskin banner. MIRJ4861
FACEBOOK BANNER Example of Facebook banner. MIRJ4861
THE SQUARE MIRRABOOKA BRAND GUIDE
77
FATHERS DAY
T H G I L E D H T I W D A D
s u
AY D S ’ R E H A T K A F O O S I TH MIRRAB RE A U Q HE S
AT T
78 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
T H G I DEL ITH W D A D MALL POSTER
DAY HER’SOOKA T A F THIS MIRRAB UARE Q HE S
Example of mall poster. MIRJ4809
s u
AT T
CHECK DAD INTO OUR CHILL OUT ZONE WHILST YOU SHOP SUPPORTED BY
WIN $400 ENTERTAINMENT PACKAGE INCLUDING $100 GIFT CARD FROM
23 AUGUST - 4 SEPTEMBER 2016. VISIT CUSTOMER SERVICE FOR INFO.
Follow us: Follow us:
The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
THE SQUARE MIRRABOOKA BRAND GUIDE
79
23 AUG - 4 SEPT 2016
DELIGHT DAD WITH
us
WIN $4M0EN0T
PRESS MATERIALS
ENTERTAIN DING PACKAGE INCLU RD A C $100 GIFT FROM
Example of press materials. School holidays ran as a Crazy Shape. Other Press ad sizes include 20x4 and 41 x 3.
WHILST YOU 2PM EACH DAY OM FR 10AM SUPPORTED BY
OMER SERVICE
ENTER AT CUST
LOCATED NEXT
MIRJ4876
Follow us: Follow us:
80 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
TO OUR CHECK DAD INZONE CHILL OUT SHOP
The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
TO CUSTOMER
SERVICE
WEBSITE RESKIN Example of website reskin banner. MIRJ4880
THE SQUARE MIRRABOOKA BRAND GUIDE
81
FACEBOOK BANNER Example of Facebook banner. MIRJ4881
82 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
DOR DECAL Example of full Door Decal. One way vision. MIRJ4878
THE SQUARE MIRRABOOKA BRAND GUIDE
83
CAMPAIGN TIER 1 84 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
TIER 1 CAMPAIGN A TIER 1 CAMPAIGN IS GENERALLY FOR LARGER CAMPAIGNS AND SEASONAL CAMPAIGNS WITH A BIGGER SPEND FOR GREATER IMPACT. EXAMPLES SHOWN HERE: ALDI ROLLOUT GENERALY INCLUDES BUT IS NOT LIMITED TO: DIRECT MAIL, COUNTER CARDS AND OTHER IN CENTRE PROMOTIONAL ITEMS, MALL POSTER, FACEBOOK AND WEBSITE BANNER, PRESS ADS, BUS BACKS AND OUTDOOR ADVERTISING
THE SQUARE MIRRABOOKA BRAND GUIDE
85
BACK
FRONT
$500 $500
DIRECT MAIL A 4-page square booklet to inform customers of the exciting change coming to The Square Mirrabooka. MIRJ3991
86 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
INSIDE SPREAD
A4 COUNTER CARDS Example of counter cards. MIRJ3993
$500 0 $50
THE SQUARE MIRRABOOKA BRAND GUIDE
87
MALL POSTER Example of mall poster. MIRJ3918
$500500 $
88 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
MALL POSTER Example of mall poster. MIRJ4048
THE SQUARE MIRRABOOKA BRAND GUIDE
89
NOWN OPE PRESS MATERIALS Example of press materials. Full Page Community News MIRJ4311
ALDI joins over 100 specialty stores at The Square Mirrabooka, PLUS Big W, Coles, Kmart and Woolworths. There’s so much to discover! Take a fresh look at us and you could WIN one of two all-new The Square Mirrabooka gift cards each valued at $500. Simply collect your competition card at ALDI, then get it stamped by shopping at any two other retailers in centre and you’re in the draw! Entry barrels are located at Coles and Big W entrances.
LAUNCH OF ALDI FUN ON WEEKENDS IN JUNE! Follow us:
90 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
$500 $500
Every weekend in June we’re filling the centre with loads of family fun and entertainment. Plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI! 4 Face painting! 4 Balloon twisters! 4 Samples and surprises!
The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
W O N N OPE PRESS MATERIAL Example of press material. Double Page Spread Community News MIRJ4312
ALDI JOINS OVER 100 SPECIALTY STORES AT THE SQUARE MIRRABOOKA, PLUS BIG W, COLES, KMART AND WOOLWORTHS. THERE’S SO MUCH TO DISCOVER!
$500 $500
Take a fresh look at us and you could WIN one of two all-new The Square Mirrabooka gift cards each valued at $500. Simply collect your competition card at ALDI, then get it stamped by shopping at any two other retailers in centre and you’re in the draw! Entry barrels are located at Coles and Big W entrances.
LAUNCH OF ALDI FUN ON WEEKENDS IN JUNE!
Follow us:
Every weekend in June we’re filling the centre with loads of family fun and entertainment. Plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI! 4 Face painting! 4 Balloon twisters! 4 Samples and surprises!
HE VER T DISCOENTRE OF C
us
The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au
THE SQUARE MIRRABOOKA BRAND GUIDE
91
OUTDOOR COLLATERAL Example of Busback artwork to display new branding. MIRJ3989
92 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
All important copy, image and logos should be kept within the blue ‘safe’
SEE YOU AT THE SQUARE MIRRABOOKA.
THE SQUARE MIRRABOOKA BRAND GUIDE
93