evocities_style_guide

the evocities brand book.

logo usage and brand guidelines.

Contact: For further information on the Evocities brand and advertising applications contact the Brand Managers.

ASCET Creative 03 53090800 shane@ascetgroup.com

Contents The Evocities Brand

4

Background

4

What is the ‘Brand’

5

Evocities Logos

6

Clear Space

7

Minimum Size

8

Tagline

8

Platforms

9

Incorrect Logo Usage

9

Co-branding

10

Colours

12

Type

14

Fonts

14

Type Treatment

15

The Key Messages

16

Advertising

18

The Evocities Brand Background:

The brand name Evocities represents the grouping of seven vibrant and progressive NSW regional cities which offer fantastic career and lifestyle opportunities.

The Evocities are Albury, Armidale, Bathurst, Dubbo, Orange, Tamworth and Wagga Wagga.

Evocities are stand-out regional hubs selected because of their economic and population growth, affordable property prices, number of schools, hospitals and universities, and facilities and services they offer to their residents.

The brand encapsulates the energy these cities have always displayed in consolidating and building their great communities, the vision they have displayed in doing that – and that they retain as they move to the future – and the opportunity they present to anyone with the simple commonsense to make them home.

It is a brand that conjures thoughts of cities which are evolving, which are e-connected, which are environmentally progressive and which are employment focussed.

These are cities of:

ENERGY VISION OPPORTUNITY

THE ART OF LIVING

evo

THE A

5

What is the “Brand”?

The logo blends key typographical elements with a simple representation of an organic life form.

The ‘v’ element is that of a plant pot or small garden which is the infant start of any large tree grown with human nurturing. The evo-leaves represent the foliage of three key colours –

Green, orange and blue.

Green: Clean, fresh and the symbol of healthy growth.

Orange: Energy, power and industry.

Blue:

Clear open thinking, opportunity, open blue skies, progress

Evocities Logos

THE ART OF LIVING

The Evocities logo is the main logo to be used when referring to the Evocities brand and campaign.

evocentral THE ART OF LIVING

The Evocity logo is to be used when referring to an individual city or when comparisons are made to a ‘Capital City’.

evo

THE A

7

Clear Space x

x x

x x Area of Exclusion

To ensure the Evocities logo is easily read and recognised, it is important that it is not crowded by surrounding elements. The distance ‘x’ is determined as the height of lettering in the Evocities logo. An area of exclusion should be maintained to exclude other text or graphics as shown above.

Evocities Logos Minimum Size

35mm

Tagline

The EVOCITIES brand is supported by a secondary label which further teases out the realities of what the brand and associated marketing is about.

The art of living

15mm Logo should never be shown smaller than 15mm.

Logos smaller than 35mm or where printing limitations restrict the use of small text sizes, the no-tag logo version should be employed.

»» “art” supports the advertising concept (illustrations depicting ‘art’), and works to add a degree of sophistication to the individual cities and the umbrella brand. »» “living” quite simply conveys that these cities are not “dull and boring’’ that they are alive and well and energetic, that they are vibrant and progressive. »» Together “the art of living” communicates that the 7 evocities offer a lifestyle that combines work life balance, open spaces, beautiful natural surroundings and access to a reduced cost of living allowing more disposable income and time to enjoy life.

9

Platforms

OF LIVING

evocentral THE ART OF LIVING

The technology that drives the capturing, monitoring, management and reporting of the marketing campaign responses.

Incorrect Logo Usage

evojobs

THE ART OF LIVING

evocentral evojobs THE

ART

OF

LIVING

THE ART OF LIVING

e

THE ART OF LIVING

DO NOT alter logo proportions to ‘make it fit’.

THE ART OF LIVING

evocentral

THE ART OF LIVING

THE ART OF LIVING

evojob

THE ART OF LI

DO NOT place the Evocities logo on a coloured background.

Where this is unavoidable, use the reversed out version

central OF LIVING

evojobs THE ART OF LIVING

The listing of job vacancies that exist in each of the seven Evocities. These are published via a netork of localised websites.

evocentral

Sandio enim nonsequat.

THE ART OF LIVING Modio er ad ea facilit num iure eugiat wis do corem zzrit wis enis alis aliquamcommy nisl ulput lore mzzrit wis enis alis aliquamcomm modoloreetumm zzaliquaulput lore modoloreetum

DO NOT crowd the logo.

Please refer to ‘Clear Space’ for correct usage.

THE ART OF LIVING

evojobs

THE ART OF LIVING

TT HH EE AA RR TT O NG G O FF L L II V V II N

N G T TH HE E A A RR T TO O F FL ILVI IVNI G

Horizontal:

Evocities Logos Albury Tamworth Bathurst Dubbo THE

T HE ART OF LIVING TH E ART OF LIVING

T HE

Co-branding

Wagga Wagga Albury TH E

CityName ART

O F

Wagga Wagga THE

ART

OF

A RT

OF

O F

LI VING

L I VI N G

Tamworth

TAHR ET OAFR LT I VOI N FGL I V I N G

THE

ART

T HE

ART

OF

L I V I N G Usage of City Co-branding where Evocity typography is used to present the city name and both brands are supported by ‘The Art of Living’ tagline.

L I V I N G

L I VI N G Usage of City Co-branding where City corporate identity is maintained and is the dominant feature.

Armidale T H E

A RT

OF

LIV ING

Bathurst T H E

A RT

OF

LIV ING

Orange T H E

ART

O F

LI VI N G

Dubbo T H E

ART

O F

LI VI N G

A city’s own tagline may be incorporated, replacing “The Art of Living”

CityName T H E

ART

OT F HLEI VAI RN TG O F

LI V ING

ArmidaleArmidale Orange Orange CityName Armidale Orange T IHNEG A R T T H E A RT O F L I V T H E A RT O F L I V I N G

OF

T H

11

LTI H V EI N AG R T O F L I V T IHNEG A R T O F T H E A R T O F L I V G I N G E A R T O F LI IN V

L I V I NG

Bathurst Dubbo Bathurst Dubbo Orange CityName Bathurst Dubbo Armidale Armidale Orange T HE A RT O F LI VI N G

T IHNEG A R T O F L T H E A RT O F L I V T IHNEG A R T O F L I V I N G T IHVEI NAGR T O F L I V TT H E A R T O F L I V I N G T H E A R T O F LIVIN G T HGG E A RT O F L I V I NG H E A RT O F L I V IN G THHEE AARRTT OOFF LLI IVVITINN

AlburyTamworth Albury Armidale TamworthTamworth Albury Dubbo Bathurst BathurstDubbo Orange

T IHNEG A R T O F L I V T IHNEG A R T O F LT IHVEI NAGR T O F L I V I N G T H E A RT O F L I V V EI NAGR T O F L I V I N G T H E A RT O F L I V I N TG H E ART OF T L IHVEI N AG R T O F L TI H HG E ART OF LIVIN G HG E A RT O F L I V I NG T H E A R T O F L I V TI N T H E A R T O F L I V TI N

Wagga Wagga WaggaWagga Wagga Wagga Armidale Orange Tamworth Albury Albury Bathurst Tamworth Dubbo T H E

A RT

O F

L I V I N G

I V I N G THE ART OF LIVING T HT E HA E R T AORF T L ITOVHF I EN GL HE IEN A TR TO F O LFI VLI INVG I N G RVR TI TN OO F IE NI N GA G F L IT T H E AI A L VIHV G R T O F LTT IHV G T H ET AHRET A O FR T L I VOI F N GL A R

AlburyWagga Wagga Bathurst Dubbo Tamworth Wagga Wagga T H E

A RT

T HE

O F

A RT

Albury TH E

A RT

O F

T HE ART L I V I N G

OF

LIVIN G

RT AG R TT HOEF A L I VOI FN LGI O F TL H I VE I N

Tamworth Wagga Wagga

L I V I N G

T H E

A RT

T H E

O F

A RT

O F

L I V I N G

T H E

VIN G

ART

L I V I NG

OF

L I V I NG

Colours

Colour plays an important role in the Evocities branding. It brings life and vibrancy to the marketing message.

Solid Colours used in all materials are derived from the 3 leaves of the Evocities logo.

Orange Pantone: PMS-7413 CMYK: C-0, M-53, Y-100, K-4

Green Pantone: PMS-354 CMYK: C-80, M-0, Y-90, K-0

Blue Pantone: PMS-2935 CMYK: C-100, M-46, Y-0, K-0

13

The Evocities Orange was selected as the dominant colour in Evocities’ collateral as it is a distinct, fresh and vibrant colour.

The dominant Background colour in imagery should be as closely matched to the Evocities blue as possible.

New city, New life.

capital city ALBURY

/ ARMIDALE / BATHURST / DUBBO

evocities.com.au

/ ORANGE / TAMWORTH / WAGGA WAGGA

Type Fonts Copy: Primary font used in Evocities Collateral is Interstate.

It was chosen as it is modern, preofessional and friendly whilst still offering high legibility in large copy blocks and having a wide variety of font weights for use in different applications.

Interstate Bold Interstate Regular Interstate Light Interstate Condensed Light ADVERTISING: Primary font used in Advertising headline is Avenir Roman.

Avenir Roman

15

Type Treatment The Art of Living.

Uptat, quamet, quisim iriustin vendipit veliscilis ationum vent nosto eniamcor si.

Xercili quisim irit prate veliqui psummodionse tem nosto od diat. Illan venis el in ut laortin vel ulla consequat wisim adiam quat praessecte miniam, vercin vel iurero dolessi et dunt velit alit erate dolorer aessectet nullut volore facinibh eugait ulla faccum aut aliquam, quis alit vercidunt ad magna consed ex eugue consendre eugiam, cor si.

Si. Volore ming esenit praese minibh enit aliquisi.

Ut ing eu faci et ing exercidunt venim nis nullaore coreetum zzrit pratum in utem ipsuscilla consequisim doloreet wisl dolorperiure del doluptat essent wisit ad magna commod eum zzriliquis dolore magnim alisl iure eriuscipis num

Heading

- Interstate bold 65% Black - Kerning -20% Copy - Interstate light, 90% black - Kerning -20%

Breakout Text or Fine Print - Interstate light Condensed, 90% black.

- Kerning -20%

Evocities Campaign The Key Messages THEME

KEY MESSAGE

Brand

Evocities is the grouping of seven vibrant and progressive NSW regional cities which offer fantastic career and lifestyle opportunities for Sydney-siders seeking a city change

·

The Evocities are Albury, Armidale, Bathurst, Dubbo, Orange, Tamworth and Wagga Wagga

·

Evocities are stand-out regional hubs selected because of their economic and population growth, affordable property prices, number of schools, hospitals and universities, and facilities and services they offer to their residents.

·

Evo stands for Energy, Vision and Oportunity

About the campaign

·

The Evocities concept is unique in that seven city councils are working together for the first time.

·

Each of the seven cities has dedicated money and resources to the campaign, which will be boosted by Federal Government funding, as well as support from the state government and corporate sponsors.

·

The campaign will foucs on the benefits of living in an Evocity, and will feature PR, advertising/marketing and digital elements.

About Evocity neighbours ·

Because each of the Evocities are regional hubs, there will be strong flow-on benefits to surrounding communities

Lifestyle

Evocities provide their residents with a lifestyle that combines work life balance, open spaces, beautiful natural surroundings and access to a reduced cost of living allowing you more disposable income and time to enjoy life

·

17

Housing

·

Housing prices are dramatically less than Sydney’s prices, enabling residents to enjoy a bigger and better home for their money

Employment

·

Evocities provide solid employment, career progression and business opportunities

Nature

·

The seven Evocities share beautiful yet diverse natural surroundings from mountainous ranges to stunning lakes, wine regions and dramatic valleys

Health & services

·

The Evocities provide access to high quality health services to ensure you and your family get the best possible care

Getting out of the big city ·

Living in an Evocity means less traffic, greater lifestyle, an embracing community, a bigger house and a safe place to raise your family

·

We want to ease the living and affordability pressures of Australians

·

There are excellent career and investment opportunities in each of the Evocities

·

We are challenging the status quo – living in a regional city has many of the benefits of a capital city, without the drawbacks

·

We want to encourage residential growth and investment

·

Evocities are great places to live, work and invest in

Advertising MAIN MESSAGE Background Colour

The “Art of living” illustrative advertising concet IS the main message and should dominate any other aspects of the layout.

To match the Evocities Blue

Main Caption

New city, New life.

capital city ALBURY

/ ARMIDALE / BATHURST / DUBBO

evocities.com.au

/ ORANGE / TAMWORTH / WAGGA WAGGA

Avenir Roman, Title Caps.

Web Address Interstate Regular. 3 colours improve URL legibility.

Evocities band Identifies the Evocities and helps explain the Evocities concept

19

Central Message

Traffic Message

Goodbye peak hour.

New city, New life.

capital city ALBURY

/ ARMIDALE / BATHURST / DUBBO

evocities.com.au

/ ORANGE / TAMWORTH / WAGGA WAGGA

capital city ALBURY

/ ARMIDALE / BATHURST / DUBBO

evocities.com.au

/ ORANGE / TAMWORTH / WAGGA WAGGA

Advertising

Housing Message

Location Specific Message

More rooms.

Less mortgage.

capital city ALBURY

/ ARMIDALE / BATHURST / DUBBO

New city, New life.

sydney

evocities.com.au

/ ORANGE / TAMWORTH / WAGGA WAGGA

ALBURY

/ ARMIDALE / BATHURST / DUBBO

.com.au / ORANGE / TAMWORTH / WAGGA WAGGA

ASCET Creative T. 03 53090800 E. shane@ascetgroup.com