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Branding Guidelines


1

Purpose


Contents Brand Basics

Golden Shears Brand

Visual Elements

Stationery

Mode And Tone Applying Brand Basics

2


Brand Basics


Brand Definitions What is a Brand? What is a Brand Strategy? What is Brand Positioning? What is a Value Proposition? What is a Logo?

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Benefits of Using the Brand

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Golden Shears Brand


History of Golden Shears

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Shearing in New Zealand

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Woolhandling in New Zealand

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For the past 25 years woolhandling competitions have become an integral part of shearing events throughout the country. In fact one could say woolhandling is the biggest growth industry on the New Zealand shearing circuit.

The New Zealand, Australian and to some lesser extent British and South African standards and methods are now becoming used more commonly, due partly to New Zealand woolhandlers travelling the globe, With three grades in the Woolhandling Championships – Open, and intense marketing programmes by Senior and Junior. Record entries are likely to be received again most of our New Zealand Wool Exporters. for these highly skilled competitions. The woolhandling competitions are of great Because there are so many different methods and systems of importance in the presentation and marketwoolhandling practised world-wide, due to different kinds of ing of wool world-wide and the style and sheep and degrees of processing for wool fleeces, no uniform grace of these supreme athletes creates a standard could be expected from competitors especially in the colourful and exciting contest. Northern Hemisphere.


Woolpressing If one wants to see “muscles in motion” then the Woolpressing The 2000 Championships saw a Women’s Championships deliver this, and more! pressing competition included which proved an outstanding success, and we It ‘s common knowledge that one of the most demanding physi- now have an extension to the Woolpresscal activities in the woolshed operation is that of the pressers. ing with both men’s and women’s singles The job demands not only having to pen hundreds of animals, pressing, plus a pairs competition. tramp and press a few thousand kilos of wool per day, but also fill and boil that damn kettle so everyone can enjoy smoko! The 2007 Championships saw the introduction of a woolpresser included in the The skill, strength and power of these individuals can only be Contractors Teams Event. admired. Golden Shears recognised and appreciated the task of the Woolpressers as a vital part of the wool industry and incor- The Woolpressing continues to be an porated a Pressing Championship into the programme 25 odd extremely popular event with both audiyears ago. ence and participants alike, with entries growing year by year.

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Mode and Tone

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Mode and Tone checklist Is your communication?

soft clear friendly member-focused L professional succinct Your communication should be all of the above.

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Brand Communication

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Visual Elements

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4


Color Palette

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PANTONE P 115-6 C C = 68 , M = 0 , Y = 0 , K = 0


Logo

Old Logo

New Logo

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Logo color and black white

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Full-Color Version

PANTONE P 115-6 C C = 68 , M = 0 , Y = 0 , K = 0

Alternate Versions


Logo clear spacing and sizing Logo clear space

Logo minimum size 2 cm.

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Wordmark

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Full-Color Version

Alternate Versions

Black and White

Grayscale

Reverse Knockout


Wordmark : clear spacing and sizing Logo clear space

Logo minimum size

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Logo Lockups

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Logo Don’t The logo should never be altered in any way. Avoid all of the following when using the Toastmasters International logo:

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Design Elements : wool

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Design Elements : shears

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Design Elements : in action

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Golden Shears


Design Elements : in action

golden shears

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Typography

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Comfortaa :

DBHelvethaicaX-55Regular :


Typography : comfortaa Usage Headlines and subheads

Comfortaa Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*().,;:? Comfortaa Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*().,;:? Comfortaa Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*().,;:?

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Typography : DBHelvethaicaX Usage Body Text

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DBHelvethaicaX-55Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*().,;:? DBHelvethaicaX-55Regular


Photography : Image guidelines

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Photography : Don’t image

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Photography : Applying the pattern

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Stationery

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Stationery : Card

Golden Shears International Shearing Society

The Wool Shed , 12 Dixon Street Masterton , New Zealand

+64 6 378 8008 office@goldenshears.co.nz www.goldenshears.co.nz

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Stationery : Letterhead

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Golden Shears International Shearing Society

The Wool Shed , 12 Dixon Street Masterton , New Zealand

+64 6 378 8008 office@goldenshears.co.nz www.goldenshears.co.nz


Stationery : Letter Golden Shears International Shearing Society

The Wool Shed , 12 Dixon Street Masterton , New Zealand +64 6 378 8008

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Stationery : Entry form

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Entry Form Golden Shears 2014 27th February, 28th February & 1st March 2014

Please complete and return to:

Golden Shears PO Box 311 Masterton Phone (06) 378 8008

Fax (06) 378 8009 email: office@goldenshears.co.nz

www.goldenshears.co.nz

PLEASE PRINT CLEARLY Name: Address: Home Town: Phone:

Novice Junior Senior Open Woolpressing Men’s Singles Women’s Singles

Cellphone:

Email:

$40 $45 $50 $55 Entry Fee If in another event 160kg bale weight (heats) $50 150kg bale weight (heats) $50

Total $30 $25

Open Pairs Name : Payment methods Please do not send cash

Cheque

Internet Banking

Money order

Credit card

Cheques & Money orders: payable to Golden Shears Society Direct credit details: ANZ bank 01 0682 0029176 00. Please use your full name as a reference. Credit Card details (please tick): Visa Mastercard Credit card number: ________________________________________________ Expiry ____________

Name on card:

ATTENTION: Competitors must complete and return this form with payment to confirm their entry. You are NOT entered into the draw until payment is received. There will be a maximum number of entries set for all events. Entries close when MAXIMUM numbers are reached or 19th February 2014. Late entries are subject to 50% surcharge. Any competitor who is not able to compete in their allotted draw could forfeit the right to compete.


Social networking

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Applying Brand Basics

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Promotional Items

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Promotional Items

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Promotional Items

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Promotional Items

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Promotional Items

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Promotional Items

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Promotional Items

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Thank You.


Good Luck


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