Melbourne brand manual

City of Melbournebrand ManualSponsorship styleguide April 2010

2 Contents

Definitions 3OurBrandmark 4BrandmarkLock-ups 5ColourPalette 6ClearSpace 7MinimumSize 8Co-sponsorship 9IncorrectUsage 10Filenames 11Contact 13

intro

The City of Melbourne corporate Identity is a visual representation of our brand positioning. It enables a unified, positive, flexible and future focus for the City of Melbourne. The following pages explain the multiple iterations of the City of Melbourne corporate identity system, and the rules around using them correctly to create an inspiring and forward thinking brand.Please follow the guidelines carefully. We have developed these guidelines to help to build and maintain a clear, consistent and successful visual identity.

A. Symbol

The‘M’elementinallcolourversions.

B. Type

Thewords‘CityofMelbourne’.

C. Lock-up

Theconfigurationofthesymbol(A)andthetype(B).

D. Brandmark

Thebrandmark(D)isthe‘M’symbolinanyofit’sversions(A),thetype‘CityofMelbourne’ineitheroneortwolines(B)whenusedtogetherineitherlock-up(C).

A+B+C=D

definittions3

TheCityofMelbournebrandmarkisavisualrepresentationofourbrand,anditsintegritymustbemaintainedatalltimes.

Itcomprisesoftwoelements:The Symbol The Type

Thebrandmarkmustalwaysappearintheproportionsshown,andnoattemptshouldbemadetoredraw,stretch,squeezeordistortthebrandmarkinanyway.

4 our brandMark

Thebrandmarkelements(symbolandtype)canbeusedintwodifferentlock-ups:Sponsorship AStackedrightSponsorship BHorizontalstacked

brandMark loCk-ups

SPonSorShIP A (PreferreD loCk-uP)

SPonSorShIP B

Usedwhenlegibilityofthe‘CityofMelbourne’typerequiresequalprominencetothe‘M’symbol,orwheretherearespaceandlayoutrestrictions.

Formediumscaleusagewherethe‘CityofMelbourne’typeneedsgreaterprominence.Noteminimumheightoffullcoloursymbolis10mm.

SPonSorShIP A (PreferreD loCk-uP)

SPonSorShIP B

Usedwhenlegibilityofthe‘CityofMelbourne’typerequiresequalprominencetothe‘M’symbol,orwheretherearespaceandlayoutrestrictions.

Forsmallscaleusagewherethe‘CityofMelbourne’typeneedsgreaterprominence.

SPonSorShIP A (PreferreD loCk-uP)

SPonSorShIP B

Usedwhenlegibilityofthe‘CityofMelbourne’typerequiresequalprominencetothe‘M’symbol,orwheretherearespaceandlayoutrestrictions.

Formediumscaleusagewherethe‘CityofMelbourne’typeneedsgreaterprominence.Noteminimumheightoflinedsymbolis10mm.

5

BACkgrounD Colour - DArk

BACkgrounD Colour - lIghT

Whenusedinasponsorshipcapacity,theCityofMelbournecolourpaletteconsistsof2variations–the‘corporate’blueandgreenasappearsonpage4andthe‘mono’versionsaspertheadditionalexamplesonthesamepage.

Colour uSAge

Thecolourbrandmarkshouldonlybeusedonalightorwhitebackgroundordarkorblackbackground.Thecolourbrandmarkshouldneverbereproducedasagrayscalebrandmark.Usethemonoversions.

The2monoversionscanbothbeusedinpositiveandnegativeformats.Forexample,theblackbrandmarkonwhiteorlightcolourbackgroundorthewhitebrandmarkreversedoutofablackordarkcolourbackground.

6 Colour palette

Tomaximisethebrand’spresenceandvisualstandout,thereisadefinedminimumclearspacearea.

Thisclearzonearoundthebrandmarkdefinestheareaintowhichnoothergraphicelements,suchastext,imageryorotherbrandmarkscanintrude.

Thedistancemarkedxrepresentsthewidthofthe‘M’symbolleg.Theformulashownoppositeappliestoallsizesofbrandmarkreproduction.

Clear spaCe

X X

X

X

X

1/2 X

1/2 X

X1/2

X1/2

X

7

Foreaseofrecognition,aminimumsizehasbeensetforthedifferentversionsofthebrandmark,inordertoassuresuccessfulreproduction.

MiniMuM siZe

full Colour BrAnDMArk MInIMuM SIze PreferreD SolID BrAnDMArk AT MInIMuM SIze

‘M’height10mm

‘M’height12mm

reCoMMenDeD SMAll SCAle uSAge

‘M’height5mm

‘M’height10mm

‘M’height5mm

SolID BrAnDMArkS MInIMuM SIzeS

8

SIngulAr

MulTIPle

WhentheCityofMelbournebrandmarkneedstositsidebysideanadditionalsponsororsupporter,size,placementandrelevanceneedtobeconsidered.

TheSponsorship Astackedrightversionofthebrandmarkshouldbeusedforthemajorityofco-sponsorshipusesduetotheequallegibilityofsymboland‘CityofMelbourne’type.

TheSponsorship B horizontalbrandmarkcanbeusedwhenproportionallyabettermatch.

Co-sponsorsHip

Whenbrandmarksmustworksidebyside,thesecondarybrandmarkmustappearinequalsizetotheCityofMelbournebrandmark.

Takingthesizerulingoftheabovesingularrule,placemultiplesupporterbrandmarksnexttoeachother,adequatespacingmustbeleftbetweeneachsupporterbrandmark.

9

CITY OF

inCorreCt usaGe

Tomaintainconsistencythroughoutouridentityapplicationitisessentialthatthebrandmarkisneveralteredinanyway.

Hereareafewexamplesofwhatnottodo.Thesamerulesshownhere,willapplytothealternativeconfigurationsofthebrandwork.Itisessentialthatthebrandmarkisalwaysreproducedfromthemasterartwork.

Donotusemultiplepatternswithinakeylinebrandmark.

Donotuseacoloursthatdonotsitnexttoeachotherinthecolourwheel.

Donotplaceafacetonthesamegradientusedwithinthefacet.

Donotfillinthekeylinebrandmarksporadically.

Donotusethegridandfacetpatternstogether.

Donotuseconflictingcolourstogether.

Neverplacethebrandmarkonaveryconflictingcolour.

Donotredrawthemasterbrandmark.

Donotputrandomelementsinsidebrandmark.

Donotplaceafacetonthesamecolourusedwithinthefacet.

Donotusemultiplecoloursthatdonotsitnexttoeachotheronthecolourwheelwithinanybrandmarks.

Donotusebrushstrokesorchangethekeyline.

Donotoutline.

Donotaltertheconfigurationofthetypography.

Donotusemultiplecolourswithinakeylinebrandmark.

Donotuseimageswithinasmasterbrandmark.

Donotuse‘CityofMelbourne’typeonitsown.

Donotchangethe‘CityofMelbourne’typewithotherfonts.

Donotusedropshadows.

Neverdistort/stretchbrandmark.

Donotchangetheproportion/relationshipbetweenthebrandmarkandthe‘CityofMelbourne’type.

Donotuseglows.

Donotputbrandmarkonaperspective.

Donotaddanyotherelementswithintheclearspacedefined.

Donotcolourmultipleshardswithinafacetwithuncomplimentarycolours.

10

Thefollowingaretheexactfilenamesforthecorrespondingbrandmark.

file naMes

CoM_sponsor_secA_Colour.eps CoM_sponsor_secB_Colour.eps

CoM_sponsor_secA_Solidlines.eps CoM_sponsor_secB_Solidlines.eps

CoM_sponsor_secA_Solid.eps CoM_sponsor_secB_solid.eps

11

Thefollowingaretheexactfilenamesforthecorrespondingbrandmark.

file naMes

CoM_sponsor_secA_Colour_Rev.eps CoM_sponsor_secB_Colour_Rev.eps

CoM_sponsor_secA_Solidlines_Rev.eps CoM_sponsor_secB_Solidlines_Rev.eps

CoM_sponsor_secA_Solid_Rev.eps CoM_sponsor_secB_solid_Rev.eps

12

For all City of Melbourne brandmark usage, artwork must be approved by a City of Melbourne Brand and Marketing staff member before proceeding.

holly.franklin@melbourne.vic.gov.au

janice.tyler@melbourne.vic.gov.au

paul.custy@melbourne.vic.gov.au

ContaCt13