CITY OF MELBOURNE SPONSOR/PARTNER LOGO GUIDELINES

SEPTEMBER 2017

CONTENTS APPLICATION OF OUR MASTER BRAND MARK 2

City of Melbourne logo 3

Logo colours 4

Logo clear space 5

Incorrect use of the CoM logo 6

OUR BRAND: SPONSORSHIPS AND PARTNERSHIPS 7

Applying the CoM logo in sponsorship and partnership communications 8

OUR BRAND: PRINT 9

The CoM logo - minimum print sizes 10

Examples of large format banners 11

OUR BRAND: DIGITAL 12

The CoM logo - minimum digital sizes 13

More information 14

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 1

At City of Melbourne our brand reflects our passion for Melbourne; to help and inspire the people who live, work, study, visit and do business here.

Our brand recognises that our customers can experience a number of our organisation’s services, information, experiences, work programs, regulations and so on.

City of Melbourne (CoM) has a master brand mark for all its activities and communication - the CoM logo.

The following pages contain guidelines and examples of how the CoM logo should be applied across sponsorship or partner applications.

All logo placements require approval before publication.

TOP TIPS FOR LOGO APPROVALS

Please ensure you review this list prior to submitting your artwork for logo approval:

Adherance to the minimum size and clear space - please provide the artwork size and actual logo size when requesting approval of any printed material. Refer to page 10 (print) and page 13 (digital) for minimum sizes.

At least two business days must be allowed for approval.

Our approval is limited to the logo itself, and not the actual artwork content.

Your CoM contract manager will provide any required feedback or approval of artwork content. The final version of the artwork should always be submitted.

Your City of Melbourne grant/sponsor contact must be copied on any correspondence to the logo approval team.

MORE INFORMATION

For logo approvals, please email logoapproval@melbourne.vic.gov.au For further information regarding the use of CoM logo, please contact the Marketing team on 9658 9658.

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 2

APPLICATION OF OUR MASTER BRAND MARK

SECONDARY LOGO A

PRIMARY LOGOAll City of Melbourne activities are represented by our master brand mark: the CoM logo. There are no other sub-brands or logos for any of our businesses, services, experiences, venues, regulations, initiatives or programs.

The CoM logo is made up of two components: the M Symbol and the logotype. They must always appear together.

The CoM logo must appear on all communications generated from all areas of City of Melbourne, and on any communications which we sponsor or are partners for.

COM LOGO CONFIGURATIONS

The CoM logo can be used externally in two different configurations:

PRIMARY LOGO

This logo format is required for all branding unless there are particular spacing or layout issues.

SECONDARY LOGO A

In some instances it may be necessary to use the secondary logo, such as when the logo appears in a panel with other partner logos (refer to page 8). The minimum sizes should still be adhered to.

All other versions of the logo are no longer to be used.

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 3

CITY OF MELBOURNE LOGO

The CoM logo only exists in three versions: full colour, black and white.

FULL COLOUR

The full colour version is the preferred option, and should be used over white or light backgrounds only.

BLACK

The black version may be used in situations where the colour version clashes with the design of a communication, or when colour reproduction is not possible. It is suitable to be used over white or pale backgrounds.

WHITE

The white version may be used where the legibility of the colour or black logo is compromised, for example over dark backgrounds or overlay on design and photos.

Please note: where City of Melbourne is a sponsor and the entire event artwork is only in one colour, then the CoM logo may be reproduced in that colour.

FULL COLOUR BLACK VERSION WHITE VERSION

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 4

LOGO COLOURS

SECONDARY LOGO A - CLEAR SPACE

PRIMARY LOGO - CLEAR SPACE

x

x

x x

x

x

x

x

x

x

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 5

LOGO CLEAR SPACE

CLEAR SPACE GUIDE

There must also be a defined clear space around the CoM logo. This clearance space rule should be applied to all applications of the logo. This area must also remain free of other graphic elements, type and logos.

The recommended clearance space distance of the primary and secondary logo is measured by the width of the descending leg of the ‘M’ symbol, as indicated by ‘x’ in the examples shown.

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 6

INCORRECT USE OF THE COM LOGO

To maintain brand equity and consistency of application, it is essential that the CoM logo is never altered in any way. Here are a few examples of what not to do.

It is essential that the CoM logo is always reproduced from the master artwork and never recreated or cut and pasted from secondary sources. Never change the colour or

distort the CoM logo.Never change the

arrangement of the M Shape and logotype.

Never use the logotype without the M Shape.

Never alter the physical appearance of the CoM logo

in any way.

Never apply any effects such as drop shadows or glows to

the CoM logo.

Never use the CoM logo on dark colours or colours that

cause it to lose legibility.

Never use a different font for the logotype, or attempt to

recreate any part of the CoM logo.

Never use other variations of the CoM logo.

Never use the M symbol without the logotype

Never place the CoM logo over background detail which interferes with the legibility.

Never rotate the logotype Do not place the CoM logo within a shape on a coloured

background

OUR BRAND: SPONSORSHIPS AND PARTNERSHIPS

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 7

LOGOLOGO

WHEN CITY OF MELBOURNE IS A ‘SPONSOR’

The CoM logo requirements should be included in any agreements made with an external party. The format of the CoM logo can be determined by the overall orientation of logos within a logo farm. Refer to the visual guide as shown below.

Where possible (dependent upon space and size of collateral) the CoM logo should be introduced with supporting terminology (above the logo), for example: ‘Supported by’ or ‘Sponsored by’ or ‘Public Partner’ etc. Please seek advice from your City of Melbourne contract manager regarding appropriate wording.

PRIMARY LOGO - LOGO FARM EXAMPLE (SPONSOR)

SECONDARY LOGO A - LOGO FARM EXAMPLE (SPONSOR)

LOGO

LOGOLOGO

SPONSORED EVENT EXAMPLE - VIDEO

SPONSORED EVENT EXAMPLES - DIGITAL

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 8

APPLYING THE COM LOGO IN SPONSORSHIP AND PARTNERSHIP COMMUNICATIONS

OUR BRAND: PRINT

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 9

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 10

THE COM LOGO - MINIMUM PRINT SIZES

MINIMUM SIZES

To ensure legibility, the CoM logo must not be reproduced smaller than the minimum sizes (height of CoM logo) indicated below. The CoM primary logo is the preferred format for all branding unless there are particular spacing or layout issues.

PULLUP BANNER (850MM X 2150MM) Primary logo minimum size - 150mm Secondary logo minimum size - 74mm 65mm indentation from edges

STARDARD DOCUMENT SIZES LARGE FORMAT DOCUMENT SIZES

A4 DOCUMENT Primary logo minimum size - 20mm Secondary logo minimum size - 10mm 12mm indentation from edges

A5/DL DOCUMENT Primary logo minimum size - 15mm Secondary logo minimum size - 10mm 8mm indentation from edges

A6 DOCUMENT Primary logo minimum size - 15mm Secondary logo minimum size - 10mm 6mm indentation from edges

A0 DOCUMENT Primary logo minimum size - 92mm Secondary logo minimum size - 45mm 70mm indentation from edges

A1 DOCUMENT Primary logo minimum size - 65mm Secondary logo minimum size - 32mm 50mm indentation from edges

A2 DOCUMENT Primary logo minimum size - 45mm Secondary logo minimum size - 22.5mm 36mm indentation from edges

A3 DOCUMENT Primary logo minimum size - 25mm Secondary logo minimum size - 12.5mm 20mm indentation from edges

CITY OF MELBOURNE ASSETS

PORTICO BANNER (2000MM X 4000MM) Primary logo minimum size - 350mm Secondary logo minimum size - 170mm 155mm indentation from edges (requires 350mm clearance from bottom of banner)

SUPER BANNERS (1800MM X 4200MM) Primary logo minimum size - 300mm Secondary logo minimum size - 150mm 200mm indentation from edges

STANDARD BANNERS (750MM X 1600MM) Primary logo minimum size - 170mm Secondary logo minimum size - 84mm 85mm indentation from edges (ensure CoM logo has clearance of sleeve rollover region)

IHUB BANNERS (790MM X 2070MM) (ensure artwork sits within the safe area region of: 670mm x 2020mm) Primary logo minimum size - 135mm Secondary logo minimum size - 66mm 80mm indentation from safe area edge

Super banner Standard banner iHub banner

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 11

EXAMPLES OF LARGE FORMAT BANNERS

OUR BRAND: DIGITAL

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 12

PRIMARY LOGO - MINIMUM SIZE SECONDARY LOGO A - MINIMUM SIZE

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 13

THE COM LOGO - MINIMUM DIGITAL SIZES

MINIMUM SIZES

To ensure legibility, the CoM logo must not be reproduced smaller than the minimum pixel sizes (height of logo) as shown when applying to digital applications.

Please refer to CoM logo colours (page 4) and clearspace (page 5) for defined clearance areas around the logo. 80px 35px

MORE INFORMATION

For logo approvals, please email logoapproval@melbourne.vic.gov.au

For further information regarding the use of CoM logo, please contact the Marketing team on 9658 9658.

City of Melbourne Sponsor/Partner Guidelines | September 2017 Page 14