Wagga City Branding Style Guide

WAGGA WAGGA BRAND GUIDELINE

COVER

Wagga wagga © 2011

OUR BRAND STORY Wagga Wagga is a proud city, and the largest regional city in New South Wales. It has unique features and differences that make it appealing to locals, visitors and businesses alike. It’s these features that will enable Wagga Wagga to compete and succeed in attracting visitors and private and public investment over the coming years as the momentum of national growth continues to move away from the capital cities.

Whilst perhaps lacking in some of the iconic symbols of other cities – no harbour bridge, no MCG, no seaside – careful analysis and consultation has revealed that Wagga Wagga’s unassuming presence actually belies a depth and an array of appealing features.

For those who take the time to experience these features, Wagga Wagga provides a vibrant, stable, progressive and endearing place to live, work, learn and play.

If we have one truly iconic symbol then it is without doubt the name. ‘Wagga Wagga’ resonates with uniqueness and great meaning both in Australia and internationally. This symbol is the core of our brand identity which is designed to reflect what we are today, and represent where we want to be in the future. The system however, is more than a logo.

It provides the evolution of ‘good’ beyond sports and is designed to promote investment and visitation.

The new identity design itself consists of a flexible system of colours, typography, patterns, layouts, photographic style and a unique ‘graphic circle’ device.

The system is designed to give a cohesive impression of Wagga Wagga whether we are promoting a local craft fair or investment proposal to State Government.

Together, these elements capture the spirit, optimism and breadth of our appeal. Scratch the surface, and you’ll find a mix of ‘a hundred little good things’ that can make everyday life even better – be it for business or for the family. These are the ‘little things’ that individually or in combination can make a good life great. And these are the things that Wagga Wagga has in spades.

WELCOME Wagga Wagga has a unique regional story and a special place in Australia’s heart. This brand is the symbol of the people and place and is designed to promote the city as a true Australian regional icon.

1.

INTRODUCTION Our creative platform Our Brand value proposition Our Brand identity

1.1 1.2 1.3

2. BRAND IDENTITY Overview Brandmark specification Choosing the right Brandmark Brand Endorsement & Co-branding Colour introduction and inspiration Colour palette specifications Photography overview Signature graphic pattern Pattern usage and flexibility Graphic texture and horizon shape Typography - personality typefaces Typography - informational typefaces Tone of voice and messaging Illustration Options to lead an application How to design an application

!

‘beware of’

The ‘Beware of’ symbol appears throughout these guidelines.

This symbol draws attention to design decisions that require careful consideration in order not to weaken the Wagga Wagga Brand identity system.

‘Preferred’ option ‘Preferred’ tick symbols appear throughout these guidelines. These symbols indicate the preferred option (brand configuration, colour combination, etc.) when designing. By correctly using ‘preferred’ options, applications will maximise the effectiveness of the Wagga Wagga Brand identity system.

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13 2.14 2.15 2.16

3. BEST PRACTICE Outdoor banners - Graphic pattern Outdoor banners - Photography DL Brochure set DL Brochure spread A4 Magazine ad Postcard set Posters - Photography Posters - Illustration Stationery Shopping bag Co-branding and apron Media pack Document covers 4. DIGITAL ARTWORK Software, hardware and typefaces File naming convention Brandmark Graphic pattern

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13

4.1 4.2 4.3 4.4

TIPS & TRICKS

PLEASE NOTE

Breakout boxes containing handy pointers and suggestions have been included throughout these guidelines. These ‘tips & tricks’ will maximise the effectiveness of the Wagga Wagga Brand identity system.

Images that appear throughout this document are for the purpose of illustrating design principles only, and have been gathered from various image libraries and other sources. Copyright clearance for further use must be obtained from the appropriate source, and the use of them for any purpose whatsoever without authorisation is likely to constitute a breach of copyright. It is important the following practices are observed to minimise the chance of breaching copyright with images: prior to use of any imagery, the appropriate image library must be contacted and permission/fee and time limits for use negotiated on a case-by-case basis. Each application of the image must be negotiated. Purchase for one purpose or medium does not enable use in other purposes or media. Distribution of these guidelines to any third party is strictly limited, and the constraints on the use of imagery must be communicated to that third party and acknowledged in writing.

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INTRODUCTION The introduction provides a summary of the system and helps you navigate the Wagga Wagga guidelines. It summarises the strategic approach and the visual tools available to create a range of applications for a variety of audiences.

1.

OUR CREATIVE PLATFORM ‘A HUNDRED LITTLE GOOD THINGS’ is the creative foundation for the Wagga Wagga identity system. It’s designed to highlight and celebrate the small things that make a big difference for locals, visitors or businesses in Wagga Wagga.

Image no: 42-21712802

Wagga Wagga Brand Style Guide | 2011 ©

1.1

As an optimistic, approachable and artistic city, Wagga Wagga has the opportunity to embrace a dynamic creative approach to communications. Our people and our environment are distinctive and it’s essential that the authenticity of the people and place are captured. Supporting the photographic visuals are graphic elements such as the circular graphic pattern which reflects a sample of the ‘hundred little good things’, variety and diversity.

Also reflected is the strong cyclic connections people have with Wagga Wagga - once they’ve lived in or visited Wagga Wagga, it’s highly likely they’ll return. This creative platform allows for unique stories to be told, from individual testimonials to new events or business expansion. It has a longevity that will be replenished as the ‘little good things’ continue to grow and flourish.

OUR BRAND VALUE PROPOSITION Every brand is complex and Wagga Wagga is no exception.

The Brand Value Proposition below explains what the Wagga Wagga brand stands for. It represents the long term Brand Essence at the heart of all communications which is ‘The Great Good Place’.

1.2

To genuinely communicate this brand essence, everything branded as Wagga Wagga using this identity, including the lifestyle blend, service offerings, community programs, and all external communications, must be in line with the pillars, benefits, personality and proof points listed in the table. Use the Brand Value Proposition table as the main framework to plan, create and evaluate marketing and communications materials - both internal and external.

The most important references when creating communications are Wagga Wagga’s brand personality traits, highlighted in yellow: Understated Sophistication, Straightforward, Refreshing, Progressive and Gregarious. Some applications will emphasise two of the Brand Personalities for example, others may incorporate all five.

Brand Essence

WAGGA WAGGA: THE GREAT GOOD PLACE BRAND PROMISE

PILLARS

BENEFITS

PERSONALITY

Wagga Wagga’s reach belies its size and its reality belies the often one-dimensional preconceptions people have of all Australia’s ‘inland cities’.

An unassuming town of complements and contrasts where easy charm is backed by real strength of ambition and where a hundred little good things have the potential to make each day great – to live, to work, to learn and play.

Country cosmopolitan – The diverse mix of country comfort and city culture – both of which are well patronised to give good balance

Unique lifestyle blend

Understated sophistication

Reference point – International recognition and ‘Wagga’ stories as the definitive Australian town. Exceptional sporting heritage gives good recognition

Iconic

Straightforward

Dynamic stability – Broad based economy and a balance of ‘old hands’ and ‘fresh blood’ provide a good foundation

Competitive advantage

Refreshing

Grand plans – More than just policy, a way of building towards a brighter more sustainable future. Good days ahead

Momentum

Progressive

Quietly endearing – The je ne sais quoi that keeps people in the city, and that brings back those who have left.

Good feeling

Enduring connections

Gregarious

Note: The language appearing in the framework is not to appear as copy or text in brochures, advertisements or promotional material.

It is intended for reference use only.

Wagga Wagga Brand Style Guide | 2011 ©

OUR BRAND IDENTITY These guidelines have been designed to inspire when creating Wagga Wagga communications. This document explains how to use the individual elements within the Wagga Wagga identity system and how to combine them to create a range of different applications with a consistent interpretation of the Wagga Wagga brand.

1.3

While it’s important that these specifications are adhered to at all times, they’re not intended to restrict creativity. Rather, the aim is to encourage creativity within the parameters of the defined brand identity system.

The applications in this guideline and those featured below are only a small sample of the options that the identity elements can create.

As you’ll see throughout it’s paramount that the Wagga Wagga Brandmark remains prominent and uninterrupted.

SUMMER FESTIVAL

we think you’ll like it!

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VISITWAGGA.COM.AU

MORE THAN

A HUNDRED

LITTLE REASONS TO ENJOY

WAGGA WAGGA

INCLUDING AMAZING ART GLASS.

DISCOVER A CITY

MORE THAN

SPORT, MORE THAN GREEN FIELDS, MORE THAN WORK LIFE BALANCE

A PLACE IT’S THAT WILL CAPTURE YOUR IMAGINATION AND TEMPT YOU TO STAY OR COME BACK SOON

I’VE GOT A HUNDRED LITTLE REASONS TO

call it home

AGAIN AND AGAIN

VISITWAGGA.COM.AU

BRAND IDENTITY The Brand identity elements are a family that together to bring the Wagga Wagga brand to life. All the identity elements originate from a single brand essence ‘The great good place’ and can be combined in a myriad of ways to create a range of design applications.

2.

BRAND IDENTITY

2.1

OVERVIEW

The Wagga Wagga brand identity system is designed to strengthen the regions’ reputation as a desirable place to live, visit, work and establish business. The elements are personal and emotive, including people and landscape photography which can be used to tell personal stories and create a richer more intimate communication.

All seven brand identity elements originate from a single brand essence ‘The great good place’ and can be combined in a myriad of ways to create many design solutions for communications. The elements are distinctive in their own right, however when combined they have the potential to create highly distinctive applications to celebrate the opportunities and experiences of Wagga Wagga.

The following pages provide more detail on each of the elements including specifications and usage principles. Indicative applications are included along the way to demonstrate how the elements can be combined together culminating in a range of best practice examples to ensure the benefits and valuable stories of Wagga Wagga are clearly and consistently communicated.

BRAND IDENTITY ELEMENTS PICK & CHOOSE An application doesn’t need to use every identity element in order to be successful. Simple combinations of colour, typography, or texture can be just as impactful as using full colour photography.

Brandmark

The Wagga Wagga Brandmark is the most important brand element, forming the centre of the brand identity system.

Colour palette

Typography

Photography

Graphic pattern

Horizon shape

Graphic texture

Photography visualises the many people and experiences of the city and region, from locals to business to leisure.

The Wagga Wagga graphic patterns are an extension of the brand. They are used as a visual signature for the region. A useful alternative element to photography.

The Wagga Wagga horizon shape is a graphic form that can be used to designate zones within an application, or as a feature die-cut.

The Wagga Wagga graphic texture adds another layer to the brand. It simulates natural fibre texture similiar to an uncoated paper finish.

A HUNDRED REASONS TO CALL IT home.

IT’S THE LITTLE THINGS THAT ADD UP

A range of inspirational colours have been selected.

These connect to the Wagga Wagga landscape and are a fundamental element of the identity system.

PROUDLY MADE IN WAGGA

The suite of Wagga Wagga typefaces sets the tone of communications by working as the voice of the brand. Typography includes approaches to personality and information messaging.

BRAND IDENTITY

2.2

BRANDMARK SPECIFICATION The Wagga Wagga Brandmark is the most important element at the heart of the brand identity system. It incorporates the organic textural shape and the Wagga Wagga wordmark. The Brandmark celebrates the one truly iconic symbol that is without a doubt the name ‘Wagga Wagga’ which resonates with uniqueness and great meaning both in Australia and internationally.

To honour this asset the brandmark itself was crafted to capture the uniqueness and authenticity of Wagga Wagga, but also its approachability. There is still a subtle nod to the famous crow by MM textural the incorporation of a blue and black gradient in 40 the organic shape, inspired by the sheen of a crow’s wing.

BRANDMARK CONFIGURATIONS

There are two versions of the Wagga Wagga Brandmark, the preferred Brandmark and the extended horizontal Wordmark. The preferred version is the circular Wagga Wagga Brandmark and this 30 MM should be used whenever possible. The horizontal Wordmark is to 25 be used as infrequently as possible and should only appear when the preferred Brandmark cannot be used for reasons of legibility or production limitations such as extreme horizontals.

BRANDMARK SPECIFICATIONS

X

X

15mm or 60 pixels X

18 MM

BRANDMARK (preferred) This version of the Brandmark with the organic textural shape is the preferred configuration and is to be used on the majority of communications wherever possible.

The Wagga Wagga Brandmark artwork has been created for use on both coated and uncoated paper stocks.

EXTENDED HORIZONTAL WORDMARK (limited use) The alternate extended horizontal Wordmark version may be used on communications when: • the preferred Brandmark configuration exists elsewhere on the communication • when the communication doesn’t require the formality of preferred Brandmark configuration.

This Brandmark may be rotated -90˚for an extreme vertical banner format. See page 3.2 as an example.

Limited use only.

Wagga Wagga Brand Style Guide | 2011 ©

17 MMX

X 15 MM

BRANDMARK CLEAR SPACE The Brandmark needs to be surrounded by an area of clear space to allow it to remain prominent across communications.

Clear space is the non-print area surrounding the Brandmark. No other graphic elements should appear within this zone. Wherever possible, apply more clear space around the Brandmark than the minimum specified.

15 MM

MINIMUM SIZE To avoid any possible legibility problems, the Brandmark must never be reproduced at a size smaller than specified. Ensure the Brandmark is reproduced at a size larger than the minimum, especially when the quality of reproduction e.g. newsprint, silk screening or embroidery, is questionable.

MM

BRAND IDENTITY

2.3

CHOOSING THE RIGHT BRANDMARK When production methods restrict the quality reproduction of the full colour textural Wagga Wagga Brandmark, there are alternative Brandmark formats that may be used in limited circumstances.

It is essential the Wagga Wagga Brandmark remains prominent.

Wherever possible, reproduce the Wagga Wagga Brandmark in full colour. For limited reproduction such as screen printing, embroidery or decal signage, the ‘One Colour Solid’ is the most appropriate. For items such as newsprint where colour may not be an option, the Brandmark may appear in ‘Greyscale’ or ‘Black and White’.

Wherever possible the Brandmark should appear on lighter backgrounds. Avoid dark backgrounds. The Brandmark full-colour halo is the last resort - only for very limited use with approval from the Wagga Wagga Brand Manager. The Wagga Wagga Brandmark cannot be reproduced in any other colour than those specified in these guidelines. Always reproduce the Brandmark from the digital artwork files supplied.

BRANDMARK APPEARANCE

FULL COLOUR Brandmark USE WHENEVER POSSIBLE

ONE colour (solid) For embroidery/screen printing.

FULL COLOUR (HALO) GREYSCALE For placement on dark backgrounds. When production methods don’t Limited use with approval allow for full colour reproduction.

BLACK & WHITE For screen printing or vinyl templates as required.

Do not alter the Brandmark to read ‘Wagga’ only

Do not alter the colours of the Brandmark

Do not rotate the Brandmark

INCORRECT USE The Wagga Wagga Brandmark usage is simple and strict. It is an integral component of the identity system and it is critical that it is used correctly.

The examples shown opposite demonstrate ways in which the Brandmark should not be used.

Wagga Wagga Brand Style Guide | 2011 ©

Do not compress, extend or distort the Brandmark

Do not reverse the Brandmark.

The circular holding device is always positive ie. dark.

BRAND IDENTITY

2.4

BRAND ENDORSEMENT & CO-BRANDING To celebrate and promote Wagga Wagga local produce, artisans, and businesses, a brand endorsement device has been created to emphasise the provenance of the local products. An application of registration for usage of the device must be applied via email: brand@wagga.nsw.gov.au where full terms and conditions will be made available.

Once approved for usage, you will be registered for either Formal or Informal Brand Endorsement usage. Depending on the format of the application, the device should be positioned in a small scale at the base or reverse side of an application. Always ensure legibility and clear space principles around the device. Refer to the best practice examples for guidance on placement and scale.

Whilst there are multiple configurations available, simplicity and legibility are always paramount. For this reason we recommend

using the one or two line versions. The informal stacked expressions of the brand endorsements should be used in a limited capacity with approval from the Wagga Wagga Brand Manager.

When featuring the Wagga Wagga Brandmark with other partner brands, use a dotted 60% black line to separate the Brandmarks.

In Wagga Wagga applications, the Brandmark should always lead, appearing on the right, or above the partner Brandmarks.

BRAND ENDORSEMENT CONFIGURATION OPTIONS FORMAL EXPRESSIONS (preferred) PRIMARY ENDORSEMENT TO BE USE WHENEVER POSSIBLE

INFORMAL STACKED EXPRESSIONS For use when space is extremely limited.

FORMAL CO-BRANDING EXPRESSIONS The dotted dividng line between Brandmarks is 60% black.

PROUDLY

X X

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PROUDLY MADE IN

X

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lo

lly made i ca

X

MADE IN

X X

INFORMAL EXPRESSIONS For more informal or personal applications.

lo

lly grown i ca

locally grown in

X

n

locally grown in

X

X

X

lo

CURVES ARE FOR SCRIPT ONLY The natural informality of FG Saga allows it to be placed on a curve.

This is not a suitable execution if using the Drescher Grotesk font Wagga Wagga Brand Style Guide | 2011 Š

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locally created in

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X

X X

BRAND IDENTITY

2.5

COLOUR INTRODUCTION AND INSPIRATION The colour palette is inspired by the energy, warmth and beautiful colours of the natural landscape in and surrounding Wagga Wagga. Each of the colours is drawn from the landscape and when combined they create a vibrant palette of colours that can be highly distinctive in communications.

The Wagga Wagga colour palette plays a key role in creating consistent, vibrant and recognisable communications. The colour palette is similar to the natural landscape with rich tones structured around bright hero colours. Several dark tones with base neutrals are also included. Each colour represents a feature of the surrounding region as shown below.

Always ensure there is a foundation of warmth and earthiness in an application by avoiding the use of white for backgrounds or type.

Opt for the beige or 5-10% black rather than a clean, corporate white.

The colours can be combined as shown through Best Practice either using other colours or tones and tints of a core colour. No more than three colours should be used in a given application.

Always aim for a hero colour in an application and supplement with up to three supporting colours. Use colours of similiar tones, matching the tonal quality of the photography imagery whenever possible.

NATURAL COLOUR INSPIRATION

CANOLA CROPS

BRIGHT GREENS FIELDS

TINT TERRIFIC Use tints to extend the colour palette!

100%

30%

Wagga Wagga Brand Style Guide | 2011 Š

WARM SUN FLARE

BLUE SKY & Paterson’s curse

WORN OUT WEAVE

THE CROW

BRAND IDENTITY

2.6

COLOUR PALETTE SPECIFICATIONS Accurate colour reproduction is critical to the success of the Wagga Wagga brand identity. When printing or manufacturing colours, they must remain true to these specifications.

COLOUR PALETTE Wagga Wagga Green

Wagga Wagga Olive

Wagga Wagga Yellow

Wagga Wagga Orange

Wagga Wagga Ochre

Wagga Wagga Blue

Wagga Wagga Violet

Wagga Wagga Beige

Wagga Wagga Brown

30% Pantone Tint

The distinctiveness of the colour palette allows the brand to visually stand apart from other regional communications. The colour palette is the launchpad for the Wagga Wagga look.

The colour palette values for Pantone® spot colour, CMYK, RGB and HTML values are specified. Please note: the brand identity uses the Pantone® colour bridge™ colour management system.

Pantone® colour bridge™

Four colour process (CMYK)

Coated

Coated C 25 M 3 Y 100 K 14

PMS 583 PC

Uncoated PMS 583 UP

Uncoated C 21 M 2 Y 97 K 13

Coated

Coated

PMS 581 PC

C 26 M 21 Y 100 K 68

Uncoated PMS 581 UP

Uncoated C 25 M 15 Y 92 K 42

Coated

Coated

PMS 129 PC

C 0 M 11 Y 70 K 0

Uncoated PMS 7404 UP

Uncoated C 0 M 10 Y 100 K 0

Coated

Coated

PMS 130 PC

C 0 M 30 Y 100 K 0

Uncoated PMS 129 UC

Uncoated C 0 M 27 Y 86 K 0

Coated

Coated

PMS 153 PC

C 3 M 61 Y 100 K 16

Uncoated PMS 153 UP

Uncoated C 5 M 55 Y 97 K 14

Coated

Coated

PMS 305 PC

C 57 M 0 Y 7 K 0

Uncoated PMS 305 UP

Uncoated C 54 M 0 Y 11 K 0

Coated

PMS 268 PC

Coated

C 86 M 100 Y 0 K 12

Uncoated PMS 268 UP

Uncoated

C 61 M 74 Y 0 K 0

Coated

Coated

C 3 M 4 Y 14 K 8

PMS 7527 PC

Uncoated PMS 7527 UP

Uncoated C 3 M 4 Y 11 K 5

Coated

Coated

PMS 7531 PC

All colours within the palette can be tinted to create further diversity and volume when designing. Please ensure when selecting tints, consideration is given to how colours will perform when printing.

Tinted colours can be used in combination with solid colour, typography, light patterns or photography. This will assist in maintaining tonally based applications.

RGB

HTML

R 159 G 173 B 62

9FAD3E

R 113 G 111 B 71

716F47

R 248 G 206 B 67

F8CE43

R 247 G 180 B 70

F7B446

R 171 G 109 B 66

AB6D42

R 92 G 205 B 235

5CCDEB

R 111 G 88 B 141

6F588D

R 220 G 216 B 204

DCD8CC

R 136 G 125 B 116

887D74

R 0 G 81 B 114

005172

R 0 G 15 B 36*

000F24*

TONAL COMBINATION EXAMPLE

C 16 M 28 Y 36 K 49

Uncoated PMS 7531 UP

Uncoated C 14 M 23 Y 33 K 46

Coated

PMS 3025 PC

Coated

Uncoated

PMS 3025 UP

Uncoated C 99 M 14 Y 12 K 45

Coated

PMS BLACK 6 C

Coated*

BRANDMARK COLOUR SPECIFICATION Wagga Wagga Teal

Wagga Wagga Black

Uncoated PMS BLACK 6 U

C 100 M 24 Y 11 K 52

C 100 M 0 Y 0 K 100

Uncoated* C 99 M 0 Y 0 K 90 *Custom CMYK & RGB breakdowns used

Wagga Wagga Brand Style Guide | 2011 ©

RGB & HTML VALUES Both values are based on the Pantone® Uncoated specification as printing on uncoated paper is the preferred aesthetic for Wagga Wagga brand.

BRAND IDENTITY

2.7

PHOTOGRAPHY OVERVIEW

Photography is one of the most important elements of the brand identity, helping to bring the Wagga Wagga brand personality to life. Two photography styles have been developed to capture a range of experiences from business to leisure. The photographic styles convey the unique richness of the region.

1. Hero photography Hero photography is used as a visual element usually featured on front covers or high visibility positions. It has a high quality and rich natural light source which focuses on capturing the the people, distinctive landscape and moments experienced as part of the Wagga Wagga region.

2. Support photography Support photography works in a secondary role. It captures and documents in a more literal way the many facets and experiences possible in Wagga Wagga. The imagery is often more expected location shots, object details, retail and residential content.

HERO PHOTOGRAPHY - people, landscape, lifestyle AND businesS

Image no: 90419995

PEOPLE • Heroes in real light • Candid moments • Authentic and real • Portrait/family and group shots • Inherent sense of energy and optimism

LANDSCAPE • Bright sensory and sun drenched • Reflections when possible • Reflective • Natural • Horizons • Light and texture

Image no: 200198077

Image no: 98310621

Image no: 86207232

Image no: 89439007

LIFESTYLE • Range of activities • Events/Arts/Sports • Tactile and emotive • Neighbourhoods • Sense of community

PLEASE NOTE: Some of the photographic images that appear throughout this document are for the purpose of illustrating design principles only, and have been gathered from various image libraries and other sources. Copyright clearance for further use must be obtained from the appropriate source, and the use of them for any purpose whatsoever without authorisation is likely to constitute a breach of copyright.

Wagga Wagga Brand Style Guide | 2011 ©

BUSINESS • Approachable • Modern • Personal interactions • Architecture • Significant buildings

SUPPORT PHOTOGRAPHY • Literal • Descriptive • Local icons

BRAND IDENTITY

2.8

SIGNATURE GRAPHIC PATTERN

The Wagga Wagga graphic patterns are an extension of the brand and are used as a visual signature to capture the idea of ‘a hundred little things’. Their organic forms and configuration create an optimistic and energetic signature texture that can be used across photography and flat colour.

The organic circles may be open to interpretation including reflecting individuals, collective energy, diversity, river flow, return cycles and even sport. Patterns can be re-coloured based on the colour palette, as well as rotated and scaled. This increases flexibility and variety across various formats. A strong and consistent use of the graphic pattern will increase memorability of applications and reinforce the communications as coming from the Wagga Wagga brand.

As a distinctive foreground element, the graphic patterns must be carefully considered when used in combination with other elements such as photography and typography. As an integral component of the brand identity system, it is critical they are used correctly and do not overpower or dilute the message or legibility. The pattern is created using loose watercolour circles, overlayed with precise transparent white circles.

GREEN graphic pattern

INTRODUCING THE FAMILY The full suite of graphic patterns in all their colour variations can be viewed in the Digital Artwork section of this guideline.

Each of the patterns has been created using watercolours.

Blue graphic pattern

ADD DEPTH When using only a graphic texture, they should appear on a subtle gradient background rather than flat background to add depth.

Wagga Wagga Brand Style Guide | 2011 ©

Orange graphic pattern

yellow graphic pattern

BRAND IDENTITY

2.9

PATTERN USAGE & FLEXIBILITY Due to the many design requirements for the Wagga Wagga brand identity, there is a need for added flexibility when using the graphic patterns. This will keep communications fresh and memorable.

Even when using the one graphic pattern, through the use of scale, cropping and rotation, each pattern is robust enough to create many exciting design solutions. The pattern can be used as a dominant background element or as a decorative accent in smaller areas.

They are most effective when overlaid across photography, creating increased ownership of the visual image.

Shown below are layout examples of how the one graphic pattern is flexible and can be modified and combined across a range of applications and formats to create very different looks for Wagga Wagga communications.

graphic pattern cropping variations

graphic pattern custom configurations

A single pattern configuration can be cropped a myriad of ways.

The dotted lines below are an indication of the variations available.

Custom configurations of the watercolour dots can be created as needed for applications. Use the PSD files in the digital artwork section. N.B. There are two layers; one with watercolour circles, the second with transparent white circles which overlay the coloured circles. These white circles are an important detail of the graphic texture and assist in making it unique.

graphic pattern IN APPLICATION

MORE THAN

CITY OF WAGGA WAGGA

A HUNDRED

243 Bayliss St (PO BOX 20) Telephone +61 2 6926 9190 Facsimile +61 2 6926 9139 www.waggawagga.com.au info@waggawagga.com.au

LITTLE REASONS TO ENJOY

WAGGA WAGGA INCLUDING AMAZING ART GLASS.

DISCOVER A CITY

MORE THAN

HELLO

A HUNDRED little GOOD THINGS...

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SPORT, MORE THAN GREEN FIELDS, MORE THAN WORK LIFE BALANCE

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Kind Regards,

IT’S A PLACE THAT WILL CAPTURE YOUR

THE GREAT GOOD PLACE

IMAGINATION AND TEMPT YOU TO STAY OR

THE GREAT GOOD PLACE.

COME BACK SOON AGAIN AND AGAIN

I’VE GOT A HUNDRED LITTLE REASONS TO CITY OF WAGGA WAGGA HEAD OF CORPORATE & PUBLIC AFFAIRS

callJUST itASK home THE locals.

WAGGAWAGGA.COM.AU

Pattern in foreground placed over photography Wagga Wagga Brand Style Guide | 2011 ©

Pattern used minimally on flat colour device to support text

Pattern intergrating with hero photography and overlaying the horizon graphic

Pattern applied to tonal background in a directional configuration

Pattern in background wrapping around subject matter and intergrating into the landscape

Multiple patterns in multiple colourings, combining together as a design feature

BRAND IDENTITY

2.10

GRAPHIC TEXTURE & HORIZON SHAPE Due to the many print and digital requirements for Wagga Wagga, the brand story can be expanded through the use the graphic texture and horizon shape device. The texture brings an organic tactile quality to applications.

Where possible, applications should be printed on textured, uncoated stocks. This will reinforce the natural, intimate and personal nature of Wagga Wagga. The paper will also reinforce a sense of sustainability.

For applications that are online or cannot be produced using a textured paper stock, the graphic texture may be used to simulate this look. The linen and grain texture may be used as a background, masked behind graphic elements or overlaid with a colour field.

The horizon shape is used to reflect the vast landscape that meets the horizon. The natural curve can be used as a separation device to manage transitions between images and areas of solid colour.

Ideally the device should only ever cover up to 1/3 of a cover. The horizon can only be positioned horizontally, and often at the base of applications. It must never be rotated 90° to appear as a vertical curve. Ensure the proportion is based on the artwork supplied so the curve is consistent irrespective of horizontal width.

RAW Graphic TEXTURE

GRAPHIC TEXTURE (COLOURED)

HORIZON SHAPE

Adding a grain texture conveys a tactile quality to applications

The texture’s versatility can be extended through colourisation

The horizon shape is a graphic form that can be used to designate zones as well as connecting an application to the landscape

graphic TEXTURE IN APPLICATION

BE BESURPRISED SURPRISED by by what what youyou discover discover

HORIZON SHAPE IN APPLICATION MOREMORE THAN THAN

A HUNDRED A HUNDRED

LITTLE LITTLE REASONS REASONS TO ENJOY TO ENJOY

CITY OF WAGGA CITYWAGGA OF WAGGA WAGGA

WAGGA WAGGA WAGGA WAGGA INCLUDING INCLUDING AMAZING AMAZING ART GLASS. ART GLASS.

243 Bayliss St243 (POBayliss BOX 20) St (PO BOX 20) Telephone +61 Telephone 2 6926 9190 +61 2 6926 9190 Facsimile +61Facsimile 2 6926 9139 +61 2 6926 9139 www.waggawagga.com.au www.waggawagga.com.au info@waggawagga.com.au info@waggawagga.com.au

DISCOVER DISCOVER A CITY A CITY

MORE MORETHAN THAN

THE THE GREAT GREAT GOOD GOOD PLACE PLACE

SPORT, SPORT, MORE MORE THAN THAN GREEN GREEN FIELDS, FIELDS, MORE MORE THAN THAN WORK WORK LIFE LIFE BALANCE BALANCE

IT’S IT’S ACAPTURE A PLACE PLACE THAT THAT WILLWILL CAPTURE YOUR YOUR IMAGINATION IMAGINATION AND TEMPT AND TEMPT YOU TO YOU STAY TOOR STAY OR

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COME COME BACKBACK SOON SOON AGAIN AND AGAIN AGAIN AND AGAIN

RETAIL RETAIL REPORT REPORT

20112011 WAGGA WAGGA EVENTS EVENTS

REPORT REPORT

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Kind Regards, Kind Regards,

I’VE GOT I’VEAGOT HUNDRED A HUNDRED LITTLELITTLE REASONS REASONS TO TO CITY OF WAGGA CITY OF WAGGA WAGGA WAGGA HEAD OF CORPORATE HEAD OF&CORPORATE PUBLIC AFFAIRS & PUBLIC AFFAIRS

Featuring Featuring summary summary of 2010of local 2010 events local and events festivals. and festivals.

call call it JUST home it ASK home JUST ASK THE locals.

THE locals.

LOCAL LOCAL RETAIL RETAIL IN REVIEW IN REVIEW 2012 2012

WAGGAWAGGA.COM.AU WAGGAWAGGA.COM.AU

VISITWAGGA.COM.AU VISITWAGGA.COM.AU

Photographic image multiplied over the graphic texture

Wagga Wagga Brand Style Guide | 2011 ©

VISITWAGGA.COM.AU VISITWAGGA.COM.AU

Graphic texture used on a soft gradient background with type and graphic pattern

Graphic texture used on a soft gradient background with hero graphic pattern

Graphic texture used on a solid background

Horizon shape used to designate zones, softened by the graphic pattern which is overlaid

Horizon shape used as design feature e.g. Die-cut

BRAND IDENTITY

2.11

TYPOGRAPHY – PERSONALITY TYPEFACES Typography is a key brand element within the brand identity and sets the tone of Wagga Wagga’s communications.

The identity system uses selections of weights within the following type families. These typefaces should never be substituted or replaced with alternate styles and unspecified weights and versions should not be used.

Personality typeface - Drescher Grotesk BT Drescher is a modern sans serif typeface that is informal yet confident and strong. When used sparingly in headlines, its unique character creates a distinctive element in communications. There are three weights available for use Light, Demi and Bold. Bold is recommended for headlines. Use Demi with limited use when setting sub-headings or information requiring additional hierarchy.

Personality typeface - FG Saga FG Saga is a perfect extension of the Wagga Wagga brand, with its personal and unique handwritten quality that reflects a friendly human note. FG Saga should be used sparingly in headlines and to highlight text. Best used in combination with Drescher as shown below. There is one weight available for use. When setting Drescher and FG Saga together, upweight Saga manually to match the height of the Drescher characters.

OUR DISTINCTIVE HEADLINE COMBINATION

Drescher Grotesk BT (SANS-SERIF HEADLINE)

FG Saga (HANDWRITTEN)

Drescher Grotesk and FG Saga mix well together to highlight certain words or distinguish inspirational and informational language. Ensure one font almost always leads the message. Accentuate the key word by changing font and also changing the colour to a similiar tone for additional emphasis.

Drescher Grotesk BT is available in three weights. Use Drescher Bold in all caps for headlines. Drescher Light can also be used to change the pace.

FG Saga is available in a single weight. Use it for personal, human messages that provide a ‘local touch’.

A HUNDRED A HUNDRED REASONS REASONS TOTO CALL IT home.

CALL IT home.

THE GREAT just ask THE GREAT just ask GOOD PLACE. GOOD PLACE. the locals the locals

A HUNDRED REASONS TO CALL IT home.

!

Drescher LIGHT/ Drescher DEMI/ Drescher BOLD

AVOID USING FG SAGA IN ALL CAPS

IT’S THE PROUDLY LITTLE THINGS MADE IN PERSONALITY TYPEFACES WAGGA THAT ADD UPIN APPLICATION

BALANCE family and work

WAGGA’S HOST CITY PROPOSAL

REGIONAL WINE FESTIVAL

MORE THAN A HUNDRED LITTLE REASONS TO ENJOY WAGGA WAGGA INCLUDING AMAZING ART GLASS. DISCOVER A CITY MORE THAN SPORT, MORE THAN GREEN FIELDS, MORE THAN WORK LIFE BALANCE, IT’S A PLACE THAT WILL CAPTURE YOUR IMAGINATION AND TEMPT YOU TO STAY OR COME BACK SOON AND AND AGAIN

You’ll be Surprised

Discover the wonder Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

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JUNE 2011

VISITWAGGA.COM.AU VISITWAGGAWAGGA.COM.AU

Dresceher Grotesk as hero in combination with supportive FG Scala.

Wagga Wagga Brand Style Guide | 2011 ©

Dresceher Grotesk as a hero headline, set in Bold with tight leading.

VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

FG Scala used for main headline at a large scale. Keep headlines short when using FG Scala, and always set type in sentence case.

BRAND IDENTITY

2.12

TYPOGRAPHY - INFORMATIONAL TYPEFACES Typography sets the tone of Wagga Wagga’s communications. The identity system uses a selection of weights within the following type families. These typefaces should never be substituted or replaced with alternate styles and unspecified weights and versions should not be used.

INFORMATIONAL typeface - MUSEO SANS 300, 500 & 700 Museo Sans is simple, legible and modern in style. It’s a workhorse typeface that plays a supporting role in the brand identity system and is used primarily for sub headings and body copy. Available weights are 300, 500 and 700.

If Museo Sans is unavailable as it is not a system font, please use Helvetica Regular and Bold as an alternative for Museo Sans.

Purchasing ALL typefaces The typefaces can be purchased from the following font suppliers: • Drescher Grotesk: www.myfonts.com • FG Saga: www.myfonts.com • Museo 300, 500 & 700: www.myfonts.com When purchasing, please ensure that you refer to their full name and correct weights for either your PC or Mac.

OUR INFRORMATION TYPEFACE Drescher Grotesk and FG Saga mix well together to highlight certain words or distinguish inspirational and informational language. Ensure one font always leads using it for 90% of the message. Accentuate the key word by changing font and also changing the colour to a similiar tone for additional emphasis.

MUSEO SANS 300 (LIGHT) MUSEO SANS 500 (MEDIUM) MUSEO SANS 700 (BOLD) INFORMATIONAL DIVIDING LINE The use of a circular dotted line as an informational design element within the system assists in legibility and pacing in text heavy applications. It helps to designate areas, highlight text and add hierarchy to information. The line can be coloured and run either horizontally or vertically. The suggested stroke on an A4 application is at 0.5pt or 1pt if a heavier look is needed.

MEDIA RELEASE

WAGGA’S NEW ‘HANDCRAFTED’ BRANDING CAPTURES THE SPIRIT OF A CITY WHERE A HUNDRED LITTLE THINGS CAN MAKE EACH DAY GREAT • The evolution of ‘good’ beyond sports • A branding system beyond a logo to promote investment and visitation.

• Will be followed by a community toolkit for local community use.

FutureBrand has worked closely with the City Council and key representatives of the Community over the past 5 months to define and encapsulate some of the unique features and compete and succeed in attracting visitors, private and public investment over the coming years as the momentum of national growth continues to move away from the Capital cities.

Whilst perhaps lacking in some of the iconic infrastructure symbols of other cities – we have no harbour bridge, no MCG, no beach – careful analysis and consultation revealed that Wagga’s unassuming face actually belies a depth and an array of features. For those who take the time to experience these features Wagga provides a vibrant, stable, progressive and endearing place to live, work, learn and play. We’re a place that gets under your skin and into your heart if you give it a go.

Our broad-based community has

A4 LETTERHEAD SAMPLE

WAGGA WAGGA 243 Bayliss St (PO BOX 20) Telephone +61 2 6926 9190 Facsimile +61 2 6926 9139 www.waggawagga.com.au info@waggawagga.com.au

thriving retail, commerce, education, arts, defence and public sectors that have enabled us to weather the worst of recent economic storms – just as it will help us ride out our most recent meteorological challenges. Scratch the surface, look past the absence of ‘icons’ and you’ll find a mix of features that can make everyday life a little better – be it for business or for the family. This could be as simple as a jam-free commute to work for a relocated father, a preferable cost base for an expanding business, a range of avenues for an artistic teenager to explore and, of course, Australia’s best known sporting nursery. These are the ‘little things’ that individually or in combination can make a good life great. And these are the things that we in Wagga have in spades.

This unassuming appearance and combination of small but ultimately life-enhancing talents led the team to the idea of a ‘hundred little things’ which was to be both the stimulation for our design work and a theme for future city communications.

If we have one truly iconic symbol then it is without doubt our name. ‘Wagga Wagga’ resonates with uniqueness and great meaning in both Australia

and internationally. To honour this asset the logo itself was crafted by hand and where each letter form has been individually rendered with great care to capture this uniqueness and the authenticity. Unlike the branding of many other Australian ‘growth’ cities, we chose not to add any ‘tagline’ or ‘strapline’ to our name as we believe that our name’s two words already speak volumes. We have also incorporated a subtle nod to our famous crow by the incorporation of a blue-black background inspired by the sheen of crow’s wing.

The new identity design itself consists of a flexible system of colours, typography, patterns, layouts, photographic style and a unique ‘graphic circle’ device. These circles, used throughout communications, represent the variety and diversity of Wagga and evokes the sense of the renewal which is a feature of the place. The system is designed to give a cohesive impression of Wagga Wagga, whether we are promoting a local craft fair or investment proposal to State government. Together, we believe these elements capture the spirit, optimism and breadth of our appeal here in Wagga in a unique and professional manner.

HELLO This is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Mayor Wayne Geale OAM, stated “from the outset this project was developed with the community in mind. Our plan over the coming months is to provide workshops for local groups and businesses to sample and use the tools so they can promote their own activities, benefit from synergies and ultimately enhance both their own ventures and our community as whole.

Council congratulates FutureBrand on the extensive work that thay have undertaken.

Council is delighted with the resulting brand and I personally, am very excited at the opportunities that the new brand provides for Wagga Wagga”

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Kind Regards,

For more information please contact: Andrew Crakanthorp Director Corporate Services

Main heading 14pt Drescher bold, all caps Date 9pt Museo 300, all caps Subject heading 21pt FG Saga, 23pt leading alternatively use Drescher Light, all caps, 12 - 14pt.

Introductory paragraph 11pt Museo 300 or 500, with 13pt leading (N.B. Replace Museo with Arial if unavailable)

WAGGA WAGGA BRAND MANAGER

Bodycopy 9pt Museo 300 or 500, with 11pt leading, in Black.

City of Wagga Wagga, 243 Baylis Street (PO Box 20), Wagga Wagga, NSW, 2650 Council: 1300 2 WAGGA (1300 292 442) Direct: +61 2 6926 9200 Direct: 0409 662 307 Fax: +61 2 6926 9109 Crakanthorp.Andrew@wagga.nsw.gov.au

DL Double page spread

INFORMATION TYPEFACE PRINCIPLES FOR A4 SCALE Every application should have three levels of information including a headline, sub heading and body copy. The level of information hierarchy can change depending on the level of content to include several levels of sub headings and a range of treatments for type as body copy information.

Level 1 typography – e.g. main headings • Headline option 1 - Set in Drescher Bold, all caps (preferred) • Headline option 2 - Set in FG Saga • Headline option 3 - Combination type of Drescher & Saga Level 2 typography – e.g. sub headings • Sub heading option 1 - Set in Drescher Light, all caps FG Saga Level 3 typography – body copy • Depending on the applications body copy can be set in Museo Sans in 9pt, 10pt or 11pt.

• Smaller details such as terms and conditions and dates may appear at 7.5-8.5pt.

Wagga Wagga Brand Style Guide | 2011 ©

THIS MONTH ENJOY A VIBRANT SEASON OF ART, MUSIC AND FOOD The Wagga Wagga Food and Wine Festival has become the city's largest one day festival attracting a crowd in excess of 6000 people. It features the region's best food and wine as well as a first class entertainment program. The event for the festival is the Civic Precinct around the calm shores of the picturesque Wollundry Lagoon located in the heart of the CBD. The festival is an event the whole family can enjoy.

Main heading

THIS MONTH ENJOY A VIBRANT SEASON OF ART, MUSIC AND FOOD The Wagga Wagga Food and Wine Festival has become the city's largest one day festival attracting a crowd in excess of 6000 people. It features the region's best food and wine as well as a first class entertainment program. The event for the festival is the Civic Precinct around the calm shores of the picturesque Wollundry Lagoon located in the heart of the CBD. The festival is an event the whole family can enjoy.

21pt Drescher bold all caps 12pt leading, multiple colours used to add interest LIVE MUSIC NIGHT

ART MARKET

September 9th - 12th

September 16th - 20th

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LIVE MUSIC NIGHT

ART MARKET

September 9th - 12th

September 16th - 20th

Lorem ipsum dolor sit amet, WINE FESTIVAL FARMERS MARKET consectetur adipisicing September 1st - 4th Septemberelit, 10th sed - 12th Savour thedo rich flavour of delicious The Lakeside Artgroup presents eiusmod tempor incididunt wines from across the region. Utum Markets by the Lake. They are held enim ad minim veniam, quiset nostrud on the Saturday ofdeus each month from ut labore dolore magna exer citation ullamco laboris nisi ut 10am - 3pm and include a diverse enim ad minim aliquip ex aliqua. ea commodoUt consequat. range of produceverni - from Art & Craft, Duis aute irure dolor in reprehenderit Hand Made Gifts, Local Produce to veniam, quis nostrud exercit.v in voluptate velit esse cillum dolore Food, Clothes and Plants. It’s a great eu fugiat nulla pariatur. Excepte sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

venue and a great family day out!

waggafoodandwine.com.au

waggafarmersmarket.com.au

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10pt Museo Sans 300, 12pt leading

Bodycopy heading 10pt Drescher bold all caps, alter colours to designate stories to add differentiation and interest

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id laboris nisi ut aliquip ex ea sus dior Esse eu cillum dolore eu fugiat. dolor commodo consequat. Duis eu

GLASS ART

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WINE FESTIVAL

FARMERS MARKET

September 1st - 4th

September 10th - 12th

the gallery at: September 10th - Visit 21st 1 Morrow St, Wagga Wagga

Savour the rich flavour of delicious wines from across the region. One of hte leading wineries is the Charlest Sturt University Winery and it is at the forefront of viticulture practices and wine making techniques. Come and visit our Cellar Door in Wagga Wagga for tasting and sales of our premium sparkling, table and fortified wines, hand made cheeses, and extra virgin olive oil from one of the oldest olive groves in Australia! error sit lorem ipsum voluptatem accusantium.

The Lakeside Artgroup presents Markets by the Lake. They are held on the Saturday of each month from 10am - 3pm and include a diverse range of produce - from Art & Craft, Hand Made Gifts, Local Produce to Food, Clothes and Plants. It’s a great venue and a great family day out!

waggafoodandwine.com.au

waggafarmersmarket.com.au

Lorem ipsum dolor sit amet, waggaglassart.com.au consectetur adipisicing elit, sed do RIVERINA FESTIVAL ARTS WEEKEND eiusmod tempor incididunt ut labore September 21st - 23rd September 26th - 28th et dolore magna sed aliqua.

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Introductory paragraph

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Bodycopy sub heading 8.5pt Museo Sans 300, 10pt leading colour to match heading colour

Bodycopy 8pt Museo 300 or 500, with 9pt leading, in Black.

BRAND IDENTITY

2.13

TONE OF VOICE AND MESSAGING Use just the right tone. Words enhance the evocative power of images. They are the voice of the brand and should speak to the audience in an authentic voice. Encourage personal anecdotes and testimonials from people across all audiences to create a rich tapestry of stories to draw from.

Sometimes without even knowing it we change the way we express ourselves to different people. Wagga Wagga needs to speak to people on all kinds of levels - locals, visitors and business professionals to name a few. Altering the scale, placement and colour of type helps us to speak in a variety of tones of voice.

Based on the Brand Personality subtle variations create the the differences between the tones of voice for each of the main audiences. The table below provides approaches for copywriting for all three key audiences.

LOCAL TONE OF VOICE

VISITOR TONE OF VOICE

BUSINESS TONE OF VOICE

Just like a friendly covnversation the language used is familiar, friendly and inviting. Avoid cliches, trying too hard or over embellishing.

Encourage discovery and curiosity. Emphasise benefits and distinctive features of Wagga Wagga and surrounds.

The language used should be straightforward and professional.

Emphasise the benefit of business in Wagga Wagga. Keep it direct and bold, avoiding an overly reserved and corporate tone.

SIMPLE

HAPPY SPECIAL

UNIQUE

BE SURPRISED

ENJOY LIFE

by what you discover

ENJOY WORK LIFE balance

FRIENDLY INVITING OPTIMISTIC

FUN THE GREAT GOOD PLACE

ESCAPE THE CITY and discover

VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

LITTLE THINGS MAKE A BIG DIFFERENCE, LIKE MY

10 minute commute.

VISITWAGGA.COM.AU

I’M HERE TO LEAD THE NEW

flight training centre

DISCOVER A NEW PLACE TO EXPLORE

and relax

I’VE GOT A HUNDRED LITTLE REASONS TO

call it home

VISITWAGGA.COM.AU

Wagga Wagga Brand Style Guide | 2011 ©

VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

BRAND IDENTITY

2.14

ILLUSTRATION

The Wagga Wagga illustration style is a loose, personal sketching style that provides an alternative to photography.

Everyday objects are given new life and character which will be useful particularly for events and campaigns.

Illustrated objects are brought to life when combined with other graphic elements such as the graphic pattern, the graphic texture, both flat and tonal colour. The Wagga Wagga illustration style can be mixed and matched with the personality typefaces to create a myriad of unique applications. Ensure the imagery is irreverent and not too laboured or visually forced.

Illustrations will be ideally be commissioned using local artists or alternatively sourced from various online image libraries such as: • www.gettyimages.com • www.shutterstock.com • www.istockphoto.com • www.watermark.com

OUR DISTINCTIVE ILLUSTRATION STYLE

LINEAR ILLUSTRATIONS Illustrations may appear linear and interact with a graphic pattern. Ensure the elements enhance the illustration as the hero element in the composition.

It is critical when selecting illustrations that they have the irregular hand drawn effect of the examples shown.

Lineweight that is too thick and heavy will be at odds with the Wagga Wagga brand. Clip art should not be used under any circumstances!

SUMMER FESTIVAL

we think you’ll like it!

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VISITWAGGA.COM.AU

COMPOSING ILLUSTRATIONS

Community

A range of objects can be illustrated individually and then clustered together. The familiarity of the objects and their style creates a distinctive look when placed over a solid colour field.

GARDEN Become a member of the local community garden and create a sustainable garden with other locals. You’ll also reep the rewards by enjoying the fruit and vegetables the garden produces with your family and friends.

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Keeping it simple For illustrations to work, images should be of single everyday objects. Highly detailed or complex object combinations should be avoided. Keep them graphic!

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Experiment with scale and cropping when composing the illustrations together.

For more information: am, eaque ipsa quae ab illo inve ntore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut.

VISITWAGGA.COM.AU

Reference: Hennie Haworth 2009 Please note: some of the illustrations that appear throughout this document are for the purpose of illustrating design principles only, and have been gathered from various image libraries and other sources. Copyright clearance and puchase for further use must be obtained from the appropriate source, and the use of them for any purpose whatsoever without authorisation is likely to constitute a breach of copyright. ©

Wagga Wagga Brand Style Guide | 2011 ©

BRAND IDENTITY

2.15

OPTIONS TO LEAD AN APPLICATION The Wagga Wagga brand identity system is flexible enough to create many exciting design solutions that all reflect the brand essence. When designing any communication there are two questions you should ask: ‘Who is the audience?’ and ‘Which elements will I use to communicate the message?’

When designing an application, select the most appropriate element to lead the design. Elements such as typography and the graphic pattern can be used as visual features or they can appear as a more subtle execution to combine with photography, allowing imagery to be the visual hero.

The examples below demonstrate the four key elements that may be used to lead an application. Each may take a different tone depending on the respective audience. Refer to the Best Practice section of this guideline for inspiration and a comprehensive look at the scope of Wagga Wagga applications that can be created.

IMAGE LEAD - FULL BLEED

IMAGE LEAD

TYPE LEAD

PATTERN LEAD

ILLUSTRATION LEAD

Quality photography is essential when creating applications that use full-bleed photography. Ensure the image is on brand and does not appear ‘ordinary’. It should have a strong use of natural light and convey a sense of optimism.

Refer to the photographic principles when selecting an appropriate image. Complement with colour/graphic pattern.

The message is the feature. Ensure the appropriate personality of language and attention to detail when setting typography.

For an application that can be graphic, use the pattern at a large scale. Ensure clever and artistic cropping.

Primarily for events, integrate the linear illustration into the application using type and/or graphic pattern.

SIMPLE

HAPPY SPECIAL

UNIQUE

FRIENDLY INVITING OPTIMISTIC

I’VE GOT A HUNDRED LITTLE REASONS TO

call it home

VISITWAGGA.COM.AU

LOTS OF laughs

VISITWAGGA.COM.AU

Wagga Wagga Brand Style Guide | 2011 ©

FUN THE GREAT GOOD PLACE

VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

BRAND IDENTITY

2.16

HOW TO DESIGN AN APPLICATION There are plenty of options to create distinctive communications. Although the look and feel may appear to have a lot of freedom it does need to be used carefully and applied with attention to detail.

For the majority of applications, at least four identity elements are required in the composition including: • Photography • Graphic pattern/Graphic texture • Hero typography • Wagga Wagga Brandmark

The step-by-step thumbnails below provide a detailed indication of the process that should be involved when creating hero imagery.

Where possible there must be a focus for the design, overall balance of the elements and a straightforward, refreshing, progressive or gregarious spirit. Refer to the ‘options to lead’ for additional considerations when using alternative elements to lead.

PHOTOGRAPHY LED APPLICATION: STEP-BY-STEP DESIGN PROCESS

WHAT’S

ON SPRING 2011

WHAT’S

ON SPRING 2011

VISITWAGGA.COM.AU

1. IMAGE SELECTION Select desired image, and consider how it will be cropped for the chosen format. Ensure the visual quality and resolution is high if the image is to be placed on the front cover.

2. COLOUR PALETTE Select a colour from the palette which complements the image.

This colour can be added in a horizon shape. A this stage, the graphic texture could also be added behind the image or in the horizon shape.

3. GRAPHIC PATTERN Add the graphic pattern in an integrated way, or in a more prominent position. In this case the pattern follows the arc of the horizon shape. Be mindful of cropping and consider scaling and rotating to find the most appropriate configuration to use.

4. TYPOGRAPHY & LANGUAGE Add a headline, or key message.

Consider the colour options available, always ensuring there is a hero colour within the application.

Keep typography clear and legible.

Adjust kerning of leading of messaging as required.

5. BRANDMARK ELEMENTS Once the application has been crafted, add the Wagga Wagga Brandmark in either the top right or bottom right position on an application. It’s essential that the Brandmark is prominent and legible.

Add the visitwagga.com.au URL set in Drescher Bold all caps, in the bottom left or right depending on the application.

3.

BEST PRACTICE The Best Practice pages provide you with a guide to the types of visual treatments that can be achieved using the Wagga Wagga identity elements.

BEST PRACTICE

OUTDOOR BANNERS – USING GRAPHIC PATTERN AND COLOUR

3.1

BEST PRACTICE

OUTDOOR BANNERS – USING PHOTOGRAPHY AND LIMITED USE WAGGA WAGGA WORDMARK

3.2

BEST PRACTICE

DL BROCHURES – COVERS DEMONSTRATE COLOUR AND IMAGE FLEXIBILITY WITHIN A SET TEMPLATE

3.3

BEST PRACTICE

DL BROCHURE SPREAD – DEMONSTRATES LAYOUT AND TYPOGRAPHY HIERARCHY WHEN MANAGING INFORMATION

3.4

BEST PRACTICE A4 MAGAZINE AD

3.5

BEST PRACTICE

3.6

POSTCARD SET – A STRONG FAMILY RESEMBLANCE EVEN WHEN USING DIFFERENT IDENTITY ELEMENTS TO LEAD

THAN MORE REEDNJOY HREUASNOD N S TO A AGGLAASS. TLE

W G LIT GGGAMAAZING ARTCIT Y AIN W RA CLUD

DISCO

VE

TH MORE IN

AN

L DS, N FIEN GREE A CE THANK LIFE BAL E R O OR T, M SPORRE THAN W MO YOUR

LACE P A TURE P S A ’ C ITTHAT WILL NATION I U TO STAYNOR AG MPT YO K SOO IM AND TEME BAC CO AGAIN AND AG

AIN

JUST ASK THE locals.

I’VE GOT A HUNDRED

LITTLE REASONS TO

call it home.

VISITWAGGA.COM.AU

IT’S WHAT THEY SAY IT ABOUT ALL THE GREAT PLACES. Wagga locals know what’s happening tonight, tomorrow and on the weekend. Whether you’re into glass making, music or the basics of finding a pub, just ask a local.

BEST PRACTICE

POSTERS, PHOTOGRAPHY – FULL BLEED PHOTOGRAPHY CAN BE USED ON POSTERS, BROCHURE COVERS OR OUTDOOR ADVERTISING

ONS TO

I’VE GOT A HUNDRED LITTLE REAS

call it home

ENJOY WORK LIFE balance Wagga Wagga is a highly successful regional business centre. Find out more about how your business can benefit by being located or basing assets in Wagga Wagga.

VISITWAGGA.COM.AU

I’M HERE TO LEAD THE NEW

flight training centre

VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

3.7

BEST PRACTICE

POSTERS, ILLUSTRATION – KEEP IT PLAYFUL WITH LOOSE ILLUSTRATIONS AND FLAT BOLD COLOUR

Community

GARDEN Become a member of the local community garden and create a sustainable garden with other locals. You’ll also reep the rewards by enjoying the fruit and vegetables the garden produces with your family and friends.

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Ut enim ad minima veniam, quis nostrum exercitationem ullam cor poris suscipit laboriosam, nisi ut aliquid ex ea commodi conseq uatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae con quatur, vel illum qui dolorem eum fugiat quo pariatur?

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SUMMER FESTIVAL

we think you’ll like it!

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.

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VISITWAGGA.COM.AU

VISITWAGGA.COM.AU

3.8

BEST PRACTICE

STATIONERY – APPROACHABLE STYLE LETTERS CAN COMMUNICATE WITH LOCALS, VISITORS AND BUSINESS

WAGGA WAGGA 243 Bayliss St (PO BOX 20) Telephone +61 2 6926 9190 Facsimile +61 2 6926 9139 www.waggawagga.com.au info@waggawagga.com.au

HELLO This is an example of what a letter might look like on Wagga Wagga letterhead. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi.

Ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudan tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem qui voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsu quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

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Duis aute irure dolor in reprehenderitin voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui offici deserunt mollit anim id est laborum officiis debitis aut rerum.

Kind Regards,

WAGGA WAGGA BRAND MANAGER

3.9

BEST PRACTICE

SHOPPING BAG – TACTILE JUTE BAGS ARE PERFECT FOR SCREENPRINTING THE BRANDMARK OR KEY MESSAGES

3.10

THE GREAT THE GREAT GOOD GOOD PLACE PLACE

BEST PRACTICE

CO-BRANDING AND APRON – EXAMPLE OF PROVENANCE ENDORSEMENT ON LOCAL PRODUCT

3.11

BEST PRACTICE

MEDIA PACK – UTILISES FULL BLEED IMAGERY AND THE HORIZON SHAPE AS A DIE CUT

3.12

BEST PRACTICE

DOCUMENT COVERS – CREATE STYLISH AND ENGAGING COVERS FOR DOCUMENTS SUCH AS BRAND REPORTS OR FESTIVAL TENDERS

3.13

DIGITAL ARTWORK

The Digital Artwork section technically guides you through all of the artwork elements that have been supplied to ensure you gain the maximum benefit from the Wagga Wagga artwork elements.

4.

DIGITAL ARTWORK

4.1

SOFTWARE, HARDWARE AND TYPEFACES

Required software

Required hardware

Required typefaces

The following software is required for the manipulation of digital artwork:

The following computer hardware should be the minimum required to use the available digital artwork:

- Adobe® Illustrator® CS3 (v 12.0) or above

- Either a Pentium 3 PC running Windows XP/2000 or Macintosh running OS 10.3 or above

Drescher Grotesk BT, FG Saga and Museo Sans type families are ‘custom’ fonts that are not loaded as system (standard) fonts on computers. They must be purchased and installed before use.

The system font Arial must also be installed.

- Adobe® Photoshop® CS3 (v 10.0) or above - Adobe® InDesign® CS3 (v 5.0) or above - Adobe® Acrobat Reader® version 4 or above (for viewing and printing PDF files).

Acrobat Reader® is cross-platform software that can be downloaded for free from www.adobe.com. Please ensure that you read and understand the Terms and Conditions and system specification details for Acrobat Reader®.

Other applications may also be capable of manipulating artwork files.

The Wagga Wagga Brand team is not licensed to distribute Adobe® Illustrator® CS3, Adobe® Photoshop® CS3 or Adobe® InDesign® CS3. Both PC and Macintosh versions are readily available for purchase from software suppliers.

Wagga Wagga Brand Style Guide | 2011 ©

- Monitor colours: PC 32-bit colour or Macintosh millions of colours.

Drescher Grotesk BT family consists of three different weights: Light, Demi and Bold.

FG Saga consists of one weight: Regular Museo Sans type family consists of 4 different weights of which 3 are used here: 300, 500 and 700.

The Wagga Wagga Brand team is not licensed to distribute typefaces specified in these guidelines. To arrange the purchase of PC and Macintosh versions of these typefaces refer to the brand identity elements on page 2.11.

DIGITAL ARTWORK

4.2

FILE NAMING CONVENTION

A comprehensive library of digital artwork files for the Wagga Wagga Masterbrand, Wordmark and Graphic Pattern is available.

The Masterbrand, Wordmark and Graphic Pattern file naming convention is designed to assist in locating the appropriate file.

Each file has a unique code that consists of a Wagga Wagga identifier, description, variation, colour format and file format.

This logical code will enable you to identify the Masterbrand, Wordmark or Graphic Pattern required without needing to open the file. The matrices that appear on the following pages give a thumbnail image and code for each Masterbrand, Wordmark and Graphic Pattern.

Variation Halo (HALO)

Wagga Wagga Identifier

File format ai jpg tif psd png

WW_MASTERBRAND_HALO_CMYK_HR.ai Description MASTERBRAND WORDMARK GRAPHIC_PATTERN

Wagga Wagga Brand Style Guide | 2011 Š

Colour format CMYK (Four colour process) RGB (screen and online) SPOT (PMS 3025) GREY (Greyscale) Black (BLACK) White (WHITE)

Resolution High (HR) Low (LR) (graphic patterns only)

DIGITAL ARTWORK

4.3

BRANDMARK

The Wagga Wagga Masterbrand and Wordmark artwork is available in ai, EPS, JPG, PNG and TIFF formats in CMYK, RGB, Grey, Spot (PMS 3025), black and white. Coated (C) and Uncoated (U).

WW_MASTERBRAND_CMYK_C WW_MASTERBRAND_CMYK_U WW_MASTERBRAND_RGB

WW_MASTERBRAND_GREY

WW_MASTERBRAND_SPOT_C WW_MASTERBRAND_SPOT_U

WW_MASTERBRAND_BLACK WW_MASTERBRAND_WHITE

WW_WORDMARK_CMYK_C WW_WORDMARK_CMYK_U WW_WORDMARK_RGB

WW_WORDMARK_GREY

WW_WORDMARK_SPOT_C WW_WORDMARK_SPOT_U

WW_WORDMARK_BLACK WW_WORDMARK_WHITE

Wagga Wagga Brand Style Guide | 2011 ©

WW_MASTERBRAND_HALO_CMYK_C WW_MASTERBRAND_HALO_CMYK_U WW_MASTERBRAND_HALO_RGB

DIGITAL ARTWORK

4.4

GRAPHIC PATTERN

The Wagga Wagga Graphic Pattern artwork is available in PNG and PSD formats in CMYK and RGB.

GREEN graphic pattern

Orange graphic pattern

WW_GRAPHIC_PATTERN_H_GREEN_HR WW_GRAPHIC_PATTERN_H_GREEN_LR

WW_GRAPHIC_PATTERN_H_ORANGE_HR WW_GRAPHIC_PATTERN_H_ORANGE_LR

Blue graphic pattern

WW_GRAPHIC_PATTERN_H_BLUE_HR WW_GRAPHIC_PATTERN_H_BLUE_LR

Wagga Wagga Brand Style Guide | 2011 ©

yellow graphic pattern

WW_GRAPHIC_PATTERN_H_YELLOW_HR WW_GRAPHIC_PATTERN_H_YELLOW_LR

DIGITAL ARTWORK GRAPHIC PATTERN – VERTICAL

GRAPHIC TEXTURE

Wagga Wagga Brand Style Guide | 2011 ©

4.5

DIGITAL ARTWORK

HORIZONTAL SHAPE/GRAPHIC TEXTURE

HORIZONTAL SHAPE

Wagga Wagga Brand Style Guide | 2011 ©

4.6