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Destination Newcastle Logo Guidelines V2.0 May 2013


Destination Newcastle Logo Guidelines v2.0

1.0 Logo Guidelines Overview

The Destination Newcastle brand was developed to capture Newcastle’s quintessential story of change. Rooted in blue-collar industry, its rich historical heritage, emerging cultural renaissance and growing cosmopolitan identity have gained global acclaim. With natural scenic attractions, a vibrant working harbour and burgeoning diversity, Newcastle is no longer Australia’s little big secret.

Essential Logo Information

Approvals Process

These logo guidelines have been created to outline the logo usage conditions and approvals process. The City of Newcastle (TCoN) supports and invests in the destination’s development and promotion. The Destination Newcastle logo can only be used in relation to events, attractions, experiences and projects that align with this objective.

All applications for using the Destination Newcastle logo need written approval by the designated brand guardian prior to production.

The copyrighted destination logo remains the property of TCoN and should only be used with the written approval of its designated brand guardian/s.

Please make sure you have read the guidelines and have referred to the approval checklist provided in this document. Applications will be reviewed on a case-by-case basis and The City of Newcastle reserves the right to not approve logo use on items or materials that do not meet the guidelines, are not aligned with the destination’s objectives or, do not reflect the overall style and quality of the brand. Please email draft artwork files along with key business/event objectives, with the subject: “Brand artwork for approval” to the Marketing Coordinator at tourism@ncc.nsw.gov.au. While we try to provide timely feedback, please allow at least five business days for response.

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Destination Newcastle Logo Guidelines v2.0

2.0 When to use the logo

The Destination Newcastle logo is designed to be used for activities, initiatives, experiences and projects that align with the destination’s core objectives around product development, destination marketing and promotions.

Key Guidelines: •

Written approval must be obtained from the destination brand guardian/s.

The Destination Newcastle logo is to be used for co-branding and not combined or integrated with another organisation’s logo

It should not have any words or graphics added to it (above, below or beside it).

The correct logo version must be used (page 4).

I t must be used in accordance with the design layout guidelines (pages 5-7).

Appropriate credit must be given to The City of Newcastle for council funding and support.

 he logo should be the same size as other T supporting logos.

Where TCoN’s has provided funding support, the Council’s corporate logo should also be used across funded programs, projects and initiatives. A separate set of guidelines apply. For more information, visit newcastle.nsw.gov.au or call 4974 2000 and ask for the Communications Manager.

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Destination Newcastle Logo Guidelines v2.0

3.0 How to use the logo

Primary logo versions The logo has distinct versions designed for specific uses. Select the correct logo for your audience, and ensure the tagline is always used with the logo.

Primary - Domestic To be used when targeting the domestic Australian market.

Primary - International To be used when targeting international audiences.

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Destination Newcastle Logo Guidelines v2.0

3.0 How to use the logo Design layout guidelines • White background

correct

incorrect

The logo should appear in full colour (CMYK) and always against a white background. Unless exceptional use applies and has been approved in writing by the Marketing Coordinator (see section 3.0), the primary logo should never be used on any other background colour other than plain white. It is also never to be shown on top of still images or video without prior approval.

1/3 X

• Clear space The required white space margin must always be applied, especially when the logo is sitting next to another logo or graphical element.

1/3 X

1/3 X

X= LOGO MARK HEIGHT

1/3 X

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Destination Newcastle Logo Guidelines v2.0

3.0 How to use the logo

• Minimum sizes The logo must never appear smaller than the specified size of 25mm in width.

correct

INCORRECT

Horizontal

Below the specified 25mm width 25mm

• Orientation On some occasions, the logo may appear vertical, rotated 90° counter clockwise; in this case the ‘N’ should be anchored at the bottom.

correct Horizontal

INCORRECT

correct Vertical Rotated 90° counter clockwise Newcastle should read from the bottom upwards

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Destination Newcastle Logo Guidelines v2.0

3.0 How to use the logo

• Proportion The logo must never be distorted or stretched vertically or horizontally.

correct

INCORRECT

correct

INCORRECT

• Co-branding Events which Council supports are entitled to use the logo with the written approval of the Marketing Coordinator. The logo should only be used for co-branding purposes. It should always sit beside other supporting logos and must be of equal size and proportion. The logo or type should not be reappropriated to create a new logo or integrated with an existing logo.

OF

WINE TOURS

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Destination Newcastle Logo Guidelines v2.0

3.0 EXCEPTIONS • Council funded activities/projects Depending on your funding agreement, the appropriate destination logo and the corporate Council corporate logo might both be required. A separate set of guidelines apply to the Newcastle corporate logo.

• Image background – Brand Newcastle collateral On rare occasions, an image background may be required for layout pieces such as a Council tourism brochure cover. This is an exceptional case to be used by internal council stakeholders and requires written approval by the Marketing Coordinator. 1/3 X

• Image background – Co-branded collateral In exceptional circumstances where the logo can’t possibly be used on a white background, the clear space must always be used.

1/3 X

1/3 X X= LOGO MARK HEIGHT 1/3 X

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Destination Newcastle Logo Guidelines v2.0

3.0 EXCEPTIONS • In the absence of colour printing Greyscale – The full colour version of the logo should be used in almost all cases.

Greyscale

In rare instances where greyscale is permitted for use, the logo should always appear against a white background.

Monotone – Where mono is the only option, the black version must be used.

Reverse – This version is to be used on a black background.

monotone

Reverse

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Destination Newcastle Logo Guidelines v2.0

4.0  Approvals Process checklist

 I have read and understood the relevant sections of this style guide. The use of the destination logo is for an activity/project that aligns with the key objective (to develop and promote Destination Newcastle). I have used the correct version of the logo (Refer to pages 4). I have appropriately credited The City of Newcastle for providing support/ sponsorship (as required). N/A I have the rights to use the accompanying images and have given credit/s or reference (as required). � I have applied all design and usage conditions in creating my artwork, including the design layout guidelines. (Refer to pages 5–7).

Design Layout Checklist � Correct use of the primary logo with tagline – ‘Newcastle See Change’ OR ‘Newcastle Australia’

All applications of the Destination Newcastle logo need written approval by the designated brand guardian prior to production.

Full colour CMYK on white

Clear space margin is correct

Applications will be reviewed on a case-bycase basis and The City of Newcastle reserves the right to not approve logo use on items/ materials that do not meet the guidelines, are not aligned with destination’s objectives, or do not reflect the overall style and quality of the brand.

� Orientation – Only horizontal OR vertical � Logo is not smaller than minimum size �

Logo is not distorted or stretched Correct use of co-branding

Please email draft artwork files along with key business/event objectives, with the subject: “Brand artwork for approval” to the Marketing Coordinator at tourism@ncc.nsw.gov.au. While we try to provide timely feedback, please allow at least 5 business days for response.

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Newcastle Style Guide