Regional Brand Style Guide

Regional Identity Guidelines

The new Fraser Coast regional identity is an integrated system designed to help promote the region and its diversity.

This guide provides information that is essential for those who are implementing or utilising the Fraser Coast regional identity for specific marketing and communication purposes, to ensure its key message and personality is maintained.

Any use of the Fraser Coast regional logo must be approved by the Marketing Department.

Please contact:

Email: [email protected]: 4190 5631Fax: 4123 2533

ContentsEssence of the brand ............................................................................... 3

Inspiration ............................................................................................... 4

Branding system ...................................................................................... 5

Regional logo ........................................................................................... 6

Logo formats ........................................................................................... 7

Logo usage .............................................................................................. 8

Colour palette .......................................................................................... 9

Locality branding – cities ......................................................................... 10

Locality branding – rural .......................................................................... 14

Locality branding – coastal ...................................................................... 18

Secondary graphic elements ................................................................... 21

Mixed branding ...................................................................................... 22

Typography ............................................................................................ 23

Logo Request form ................................................................................. 24

Further information ................................................................................ 25

Fraser Coast Regional Identity Guidelines 2


Our Brand IdeaThis is what our brand stands for and should be evident in all Fraser Coast regional communications.It is the single-minded message that sets us apart from others in the marketplace. It is the essence of everything we say to our customers.

Fraser Coast is a happy place to live, work, learn and visit.

Our Brand OfferingThis is what we do for our customers.

We help visitors and residents to enjoy the simple pleasures of life in a richly beautiful natural environment that is imbued with a sense of character and history. We encourage business that supports our community lifestyle.

Our Brand PersonalityThis describes the key characteristics of the Fraser Coast experience. It guides the tone of our communication.

natural beauty tranquil captivating alfresco inviting exquisite

friendly happy relaxed chillaxed easy effortless inviting genuine hospitable inclusive safe livable affordable

surprising diverse complete rich ambitious spirited sense of freedom

historical heritage character genuine


historical

This is our place. Our part of the world.Our stories, our culture add depth and meaning to this place. Remembering where we have come from helps us determine where we are going. But stories are not only memories from the past. We are creating new stories now and continuing to shape our cultural heritage. Sharing our stories is one way of making contact with others on a personal level.

natural

Our unique part of the world is a place blessed with an abundance of beauty in its natural environment. As a community, we value living in harmony with this environment – learning how to be good stewards of its rich bounty.It supports us and we care for it. Our local industries draw strength from it.

friendly

It’s in our nature to be friendly. We are a genuinely happy, unpretentious community. We enjoy a lifestyle that is safe, relaxed, encouraging and stimulating. Sharing it with others doubles the fun!

surprising

To be surprised is to receive the unexpected. Our region is surprising in its diversity, and the complete package it offers families, business and visitors.This is also where we can push ourselves harder. In the home, workplace, service, product, what do people normally expect? How can I exceed their expectations so they receive a surprise that’s positive – and therefore memorable?

Our regional brand design is inspired by:

vibrant, diverse colour texture and patternorganic shapesinfluence of natural environmentinfluence of quirky character and historylively / outdoors / naturalvibrant / active / diversity / harmony


The Fraser Coast regional branding system is made up of several levels.

Branding system

Mixed

Locality

Regional

regional + city regional + Fraser Island regional + rural town regional + coastal village

city Fraser Island rural town coastal village

Tagline

Tagline

Tagline

Tagline


The regional logo is a custom drawn design of the Fraser Coast name set within a box with slightly rounded corners.

It reflects the personal, easy-going nature of the region, with an emphasis on a happy, vibrant and relaxed lifestyle.

For merchandising applications and specific communications, the ‘open’ version may be used.

Regional logo

block format

open format


Logo formats

Full colour Pantone colourMono (black and white)Reverse (white)

Full Colour LogoThe full colour logo should be used wherever possible unless the printing method requires otherwise. For example a fax sheet would employ a mono logo to maintain readability in the medium.

Pantone ColourThis version is used where specialty pantone inks are used in the printing process. The logo needs to be applied to a white background.

Mono LogoThe mono logo is used in processes where colour is not available, i.e. faxes, mono ads for the newspaper, forms.

Reverse LogoFor the unboxed format, there is a reverse logo (white) available to be used on dark, solid backgrounds.For busy photographic backgrounds, the boxed format is the preferred choice.

The Fraser Coast logo may be supplied in different formats as required for specific appllications:

Block format Open format


Logo usageUse logos as designed. Do not omit, add or modify elements.

Use only authorized original electronic art. Do not redraw, re-proportion or modify the logo in any way. You may scale logos up or down providing you maintain their original proportions. Do not add other images or type to a logo.

A logo is a primary page design element in terms of its size, position and appearance. It should not be treated as a last-minute addition to a page layout.When placing a logo on a page, position it at the top, as in a stationery application, or at the bottom, as a signature element. Logos must be large enough to ensure that the elements of the mark are distinguishable and sharp and that the logotype is clearly legible.

Do not use logo art that is blurry, fuzzy, jagged-edged or distorted. Talk to your designer or printer about the difference between jpeg and .eps formats. Allow adequate space around a logo for it to be clearly and comfortably visible, and separate from other elements on a page. Do not screen logos back, use as watermarks, or as part of an illustration. Do not place or reverse out a logo on mixed-color backgrounds that compromise legibility or clarity.

You may need to hold down SHIFT key to scale proportionally.

DO NOT STRETCH

POOR CLARITY

Maintain similar size when placed alongside other logos


Colour paletteFraser Coast primary colours are dark turquoise, turquoise and red.Wherever possible they are to be used to reproduce the logo and as feature colours within publications and communication materials.

A secondary palette of colours has been developed to broaden the visual identity. Specific combinations are used to identify different localities or cities within the region.

Pantone colours, rgb and cmyk breakdowns are provided here to guide colour matching according to the printing process being employed and the material being printed onto. Please discuss with your printer or designer.

Colour consistency is important to our identity and all materials should aim to reproduce as closely as possible to the master versions.

Dark TurquoiseC 100M 0Y 5K 72

RedC 0M 100Y 63K 12

Lime GreenC 29M 00Y 100K 0

LavenderC 50M 25Y 0K 10

SandC 9M 6Y 17K 0

TurquoiseC 83M 0Y 33K 0

BrownC 0M 73Y 100K 80

GreenC 60M 0Y 80K 0

OrangeC 0M 45Y 91K 0

WatermelonC 0M 79Y 58K 0

R 0G 64B 91

R 87G 173B 179

R 180G 0B 58

R 70G 28B 0

R 204G 211B 21

R 142G 184B 93

R 137G 157B 200

R 221G 152B 42

R 236G 234B 217

R 203G 84B 82

Dark turquoise

Turquoise

Red

Primary Colour palette Secondary Colour palette

Brown

Lime Green

Green

Lavender

Orange

Sand

Watermelon

CMYK values are for coated white paper.


Heart of the Fraser Coast

Where the whales play

Pure Paradise



Pure Paradise

Locality brandingSpecific symbols and patterns have been developed to identify the major cities of Hervey Bay and Maryborough as well as for Fraser Island.

Place names are always set using Garage Gothic Bold all caps in brown.

A colour palette subset is used for specific city or island branding applications.



HERVEY BAYi n s p i r a t i o n



MARYBOROUGHi n s p i r a t i o n

Fraser Coast Regional Identity Guidelines 13Pure Paradise

FRASER ISLANDi n s p i r a t i o n


Tagline

Mary River Turtle CountryCountry charm Tagline TaglineLegendary

Locality brandingA series of symbols and patterns have been developed to identify rural towns and localities within the Fraser Coast region.

Place names are always set using Garage Gothic Bold all caps in brown.

A colour palette subset is shown below.

Specific choices for colour, pattern and symbol combinations are made as they are required. Contact the Marketing & Communications Unit for assistance.

Tagline


Mary River Turtle CountryTagline

RURAL / COUNTRYi n s p i r a t i o n


Country charm



TaglineCountry charm



Locality brandingA series of symbols and patterns have been developed to identify coastal villages within the Fraser Coast region.

Village names are always set using Garage Gothic Bold all caps in brown.

A colour palette subset is shown below.

Specific choices for colour, pattern and symbol combinations are made as they are required. Contact the Marketing & Communications Unit for assistance.

Tagline

Nature’s wonderlandNature’s wonderlandLive to fish! Tagline

Tagline


Nature’s wonderland

Tagline

COASTAL VILLAGESi n s p i r a t i o n


Nature’s wonderland

Live to fish!Live to fish!

Live to fish!

COASTAL VILLAGESi n s p i r a t i o n


Mixed brandingOn occasions, the various locality symbols need to sit alongside the regional logo.

The following examples show the system for horizontal and vertical formats.

Individual locality master files will be developed as required.

It is suitable for one, two and full colour applications.

vertical horizontal


custom design

www.fontbureau.comBold weight available for approx $40.00

Usually installed on Mac & PC systems

Usually installed with Adobe software

Franklin Gothic + family (sans serif)abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIjKLMNOPqRSTUVWxYz

Warnock Pro + family (serif )abcdefghijklmnopqrstuvwxyz 1234567890aBCdeFghijkLMnOPqRstuvWxyz

GARAGE GOTHIC BOLD ( display headings for locality names )

abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIjkLMNOpqRSTUVwxYz

Hand drawn logotype

typography

A combination of typefaces are used to develop the regional identity.

Logo Request form

To: Tracy Ambler

Principal Marketing Officer

Marketing and Communications Unit

Fraser Coast Regional Council


From

Name of business or organisation:

Contact person:

Email:

Phone:

Fax:

Address:

Logo requested:

Project Title:

Project Purpose:

Email or fax your request for logo files using this form.


For further information

Please contact:


Documents

Regional Brand Style Guide