Western Wilds Cheat Sheet

CHEAT

SHEET

Western Wilds is all about discovery and taking the road less travelled.

We started from a very practical place, taking inspiration from navigation and signage. We took typographic cues from the stretched road type and part of the design language was informed by highway signage systems. We looked to the attitude of the Western Tasmania brand and explored the usage of some brand assets (typography, colours, photography, tone-ofvoice) to better integrate this unique experience with the region.

Standard Logo:

The Western Compass plays on the idea that there is only one direction to go – west. The identity references the compass guiding our travellers in the right direction.

The core idea behind this concept has an off-beat humour in keeping with the Western Tasmanian attitude.

The compass device also fits easily into a broader and more versatile communications system that draws on the language and signage of being on the road.

How To Implement The Story Logo:

Story Logo:

Kerning Examples: Kerned at +240

The type or ‘Story Ring’ around the compass is made from our secondary font - Work Sans Bold. To set the size of the font, refer to the diagram below.

The point size should be set to half the size of the ‘W’ on the compass.

50%

The system creates a united and recognisable (but flexible) identity system.

The outer copy ring is versatile, allowing space for specific story stops.

The central compass symbol and wordmark are the consistent core elements, creating recognition and coherence across all touchpoints.

Overall the system is designed to facilitate ownership among story stops and build intrigue among visitors driving the Western Wilds.

The kerning can range between +220 & +350 depending on the length of the copy. Place a ‘-’ between each story with a space either side. If you end up with un-even spaces, adjust the space between stories to make the type spread evenly.

See examples to the right.

Kerned at +300

Kerned at +350

Primary Font: Side Track Taken straight from the tarmac to your screen.

Using the Western Tasmanian ‘Side Track’ font, we have manipulated it to reflect the style of type you see printed on roads all over the planet.

The best way to achieve this is to set the type first, then outline it and stretch accordingly. Try to make it dynamic and varied as opposed to out of proportion and distorted.

Rule: Don’t stretch the type more than double its original size.

Headlines:

Work Sans Bold

Headlines:

Work Sans Semi Bold

Sub Headlines:

Work Sans Medium

Body Copy:

Work Sans Regular

Body Copy:

THIS IS A SIGN TO SAY YOU’RE LOST

MORE TREES LESS PEOPLE

Work Sans Light

Make nature feel big & mysterious. We want to tell a story with the image.

The main reason we do this is to make the photography mainly about the landscape, after all that’s what will bring people to Western Tasmania.

So keep the landscape at 90% and the people within in it at 10%. It also creates a sense of intrigue and mystery around the imagery.

We can access some imagery from the West Coast Council. For licensing contact Christine Gray at West Coast Council. e: cgray@westcoast.tas.gov.au 10 9 8 7 6 5 4 3 2 1

All images by Oliver Khe

As with our typography, our colour palette comes from road signage and the nature that surrounds it. Try to use contrasting colourways and try to stick to 2 colours as seen below.

Wild Green

Wild Orange

Wild Blue

Wild Black

Wild Grey

Wild Brown

Wild Earth

Wild White

C:82 M:36 Y:75 K:24

C:9 M:71 Y:74 K:0

C:100 M:88 Y:36 K:34

C:75 M:68 Y:67 K:90

C:55 M:49 Y:55 K:19

C:39 M:35 Y:44 K:3

C:13 M:12 Y:22 K:0

C:9 M:6 Y:6 K:0

R:43 G:107 B:79

P147-14U

R:221 G:104 B:77

P45-14u

Suggested Colourways

P103-16u

R:0 G:41 B:87

P179-16U

R:0 G:0 B:0

P170-10U

R:110 G:108 B:100

P169-8U

R:158 G:150 B:130

P13-1U

R: 106 G: 102 B: 92

P179-2U

R: 230 G: 231 B: 232

The Western Wilds brand is honest about the remoteness and wildness of the region. Our tone of voice is directive and opinionated - like a compass that always points west. Whether we’re describing the rugged terrain, the people who thrive on the road less travelled, or calling out the experiences not-to-be missed, we are straight up and proud of just how remote and isolated Western Tasmania is. Off-beat humour is an important part of our voice, in keeping with the Western Tasmanian attitude. We aren’t funny for funny’s sake, but we call out observations that are quirky or unique to the region to build intrigue about Western Tasmania.

For instance, instead of: No phone signal next 50km

Straight to message bank

We say…

Always lost

No phone, no reception, nowhere

More trees, less people

If you’re not lost, you’re not here

Off the grid, on the road

A guide to nowhere

Nothing up ahead

Est. B.C.

A longcut

4569km from work

Adventure takes time

Discover nowhere

West of centre

A road never travelled

Discover quiet

Be quiet

Discover nothing

No one else will be here

A road less travelled

You won’t see a soul

Eat local grub

JCDecaux Posters

Bumper Sticker

westernwilds.com.au

11 Sticht Street PO Box 63 Queenstown, TAS 7467 P: 03 64 714 700 E: wcc@westcoast.tas.gov.au

When a visitor encounters a Story Stop they need to be rewarded with a good story that piques their interest, makes the smile, brings a tear to their eye, or promotes a conversation.

Specifcally, each Story Stop should...

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• Tell a story of the location in a creative and interesting way, through an object /item, installation, artifact or even audio • Can be as small as something on the back of a restaurant menu, room compendiums, through your tour commentary and interpretation materials.

• Can be sculptural or incorporate a installation of some form • Reuse an existing structure or object(s), sculptural, landscaping, technological, structural, industrial, monumental, etc.

• Can be event based/linked • Be iconic wilderness stories based on the site, informed by and inspiring to the local communities • Appeal to a wide range of visitor groups

The overarching concept of each Story Stop in the Western Wilds Project is to provide site interpretation and storytelling.

• If possible, be ‘shareable’ on social media, Instagram, YouTube,Facebook, etc.

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The themes for the Story Stops need to interpret one or more of the following themes in some way.

• Flaura/Fauna • Landscapes • Indigenous • Industry

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Each Story Stop will require separate consideration of the requirements depending on its size, scale and location (Hero/Local) and location.

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As an owner of a Story Stop, organisations/business /individuals would need to consider the following:

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Regards,

• Conservation/Environment • Get the local community on-board with the idea

• Encourage visitors to seek out other Story Stops

• Identifying the location, place marker and story

• Include the Western Wilds logo

• Permissions/Development Applications if required

Western Wilds

• Funding

STORY STOPS ARE NOT:

• Site/location preparation

• Graphics panels (need to define this further?)

• Insurance if required

• Interpreted through lengthy text panels

• Ongoing maintenance of story stop and surrounding area/facilities

• About your business (unless your business is the story i.e. Paragon Theatre) • Temporary • Disrespectful/Divisive

WESTERNWILDS.DISCOVERY

Story Stops Guide

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Touring Route FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is

Western Wilds

remote and rugged. Longer natural history, with ancient Huon Pines that grow to an age of over 3000 years. LAKE BURBURY Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge of the World Heritage Wilderness Area. LAKE PEDDER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. SENTINEL RANGES Pines that grow to an age of over 3000 years. Lake Burbury Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge. FOSSEY PICNIC AREA Heritage Wilderness Area.

Lake Pedder Much of the Wild Rivers landscape has glaciers and is remote and rugged.

JCDecaux

Bus / Tram Stop Ad

FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is

remote and rugged. Longer natural history, with ancient Huon Pines that grow to an age of over 3000 years. LAKE BURBURY Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge of the World Heritage Wilderness Area. LAKE PEDDER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. SENTINEL RANGES Pines that grow to an age of over 3000 years. Lake Burbury Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge. FOSSEY PICNIC AREA Heritage Wilderness Area.

Lake Pedder Much of the Wild Rivers landscape has glaciers and is remote and rugged.

Guide

Train Station Ad

Touring Route Signage

The Agrarian Kitchen Menu

Shop Front Sticker

Partner Stickers From Businesses Along The Western Wilds.