SA Brilliant Blend Brand Identity Handbook

South Australia. A brilliant blend.

BRAND IDENTITY HANDBOOK

Guidelines for communicating the South Australian brand.

Tourism Edition. August 2008

South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK 1

Branding is about influencing the customer’s

view or opinion of a product with the

objective of creating value for the business. To

successfully sell South Australia it is important

that people have a clear perception of what

South Australia will offer them.

This perception is built over time by the many

messages they receive about the State. The

message the Government of South Australia

sends must be built on the true essence and

character of South Australia as a place. This

message becomes the brand promise:

South Australia is a vibrant and welcoming place that celebrates and represents the good things in life.

This statement encapsulates our strengths and

drives our communications. It guides us when

choosing images for magazine ads, words for

editorial or when presenting at trade shows.

This statement, our brand promise, is the

foundation for the logo and tag line South

Australia. A brilliant blend.

To support this, in December 2005, Cabinet

endorsed the Brilliant Blend brand identity for

use in all Government marketing and promotion

where South Australia, the State, as a place, is the

product.

This is the first time one overarching brand identity

has been adopted for all Government agencies

that market South Australia.

Having one consistent message provides South

Australia with a valuable competitive advantage

when marketing itself, both domestically and

overseas, as a great place to visit, live, learn,

work and do business.

South Australia. A brilliant blend. builds on

the State’s main strength – its wine

reputation – without limiting its focus to wine.

In fact, the new branding encapsulates

South Australia’s diversity while being modern,

creative and inspiring.

In this guide, you’ll find the tools and

information to showcase our brand.

By working together to provide consistent

and clear messages about South Australia we

can more effectively promote our State and help

achieve our Strategic Plan objectives.

FOREWORD

2 BRAND PYRAMID

3 BRAND PROMISE

4 BUILDING BRAND

5 THE SOUTH AUSTRALIAN BRAND STORY

6 BRAND IDENTITY

7 DESIGN STYLE

10 EDITORIAL STYLE

11 TYPOGRAPHIC STYLE

15 COLOUR PALETTE

16 GRAPHIC TREATMENTS

17 THE STAR MOTIF

18 IMAGERY

22 SOUTH AUSTRALIA BRILLIANT BLEND LOGO

34 TRADE PARTNER ADVERTISING TEMPLATES

35 SOUTH AUSTRALIA BRILLIANT BLEND BRAND IDENTITY IN ACTION

42 BRANDING ITEMS AND WHO CAN USE WHAT

42 FURTHER INFORMATION AND ASSISTANCE

CONTENTS


The South Australian brand pyramid was

developed over six months in consultation with

branding experts, Government agencies and

industry representation.

When communicating the brand, it is important

to compare messages/actions against the brand

values and creative filters (left and right of the

pyramid) to protect the brand’s integrity.

BRAND PYRAMID

Intimate encounters with nature and people

Participation and celebration of heritage and culture

Indulgence and appreciation of the good life

A surprising discovery that inspires and challenges

A vibrant and welcoming place that celebrates

the good things in life

THE BRAND PROMISEThe state’s promise to the consumer. The essential nature and character of the state.

EMOTIONAL REWARDSThe psychological rewards or emotional benefits a tourist receives by visiting the state. What the consumer feels.

ATTRIBUTESThe tangible, verifiable, objective, measurable characteristics of the state.

Enviable lifestyle

Authentic experiences

Inspiring moments

Good times

BRAND VALUESThe code by which all decisions and activities are based on and measured by. How you act.

CREATIVE FILTERSThe message to send to the consumer through your written, spoken and visual communication to communicate your brand promise. Clean and green

Living heritage and tradition

Free thinking

Genuine and personal

Enterprising tradition of

creativity and innovation

Home of exceptional wine

and produce

Beautiful city and festive spirit

Proximity to unspoilt nature

Create employment, increase export income and profile of the State by building the destination and marketing the State

Develop and promote the best South Australia has to offerOBJECTIVESThe aim of our business. Why we do what we do.


South Australia is a vibrant and welcoming place that celebrates the good things in life.

The brand promise is a statement that

succinctly encapsulates the essential nature and

character of South Australia.

BRAND PROMISE


Whether or not we are proactive in selling the

State, people will still have a perception of what

South Australia is in their minds.

As ambassadors of our State we have a

responsibility to present South Australia in its

true light: a vibrant and welcoming place that

celebrates the good things in life.

A brand is a living entity, strengthened or

weakened over time by the cumulative effect

of thousands of gestures. To create a healthy

perception of a destination can take decades.

This is why it is vital to present South Australia’s

brand promise consistently and accurately.

Every contact made and every piece of

communication we put into the market place

should make it obvious what South Australia

represents. Each ‘touchpoint’ is an opportunity

to communicate the essence of South Australia

and to strengthen its perception in people’s

minds.

BUILDING BRAND

BRAND TOUCHPOINTS

SA’sBrand

Promise

ADVERTISING

PUBLIC RELATIONS

CO-OP MARKETING

TRADE SHOWS

PRESENTATIONS

PRODUCT DEVELOPMENT

EVENTS

OUTLETSSPEECHES

STATIONERY

PACKAGING

NEWSLETTERSDISPLAYS

MERCHANDISE

E-MAILS

SIGNAGE

VOICE MAILS

WEBSITES

DVDSPUBLICATIONS

SERVICESPRODUCTS

EMPLOYEESWORD OF MOUTH

CONSUMER SHOWS

DIRECT MAIL SALES

TELEPHONE

NETWORKING


THE SOUTH AUSTRALIAN BRAND STORY

When you’re the wine capital of Australia, the art of blending comes naturally.

But here in South Australia we blend far more than wine.

We’ve put Australia’s most civilised city a half hour from the world’s most extraordinary wildlife sanctuary.

Where people swim in clear, turquoise waters and giants appear out of the blue.

We blend the freshest, finest produce in the country with chefs of world repute.

And new age cuisine now meets the ancient outback.

We put together history and elegance with horsepower and excitement.

Love of the arts with passion for sport.

We combine a drive to create with world recognised educators.

Where rapid career success is balanced with relaxed family life.

A higher standard of living with a lower cost of living.

By any measure, it’s a good blend.

But in truth … it’s a brilliant blend.

The brand story encapsulates the rationale

for the South Australian brand positioning,

logo and slogan.


Design style (Page 7)

Editorial style (Page 10)

Typographic style (Page 11)

Colour palette (Page 15)

Graphic treatments (Page 16)

Star Motif (Page 17)

Imagery (Page 18)

SABB Logo — ‘SA’ symbol and tagline (Page 22)

the group is responsible for critical internal functions such as human resources management and development, information technology, administration, financial management and reporting, contract management, corporate planning, risk management and internal audit.

business servicesThe Business Services Unit comprises Administration Computer Support, IT Projects, On-line Services, and Special Projects.

computer supportThe Computer Support team provides hardware and software support to SATC employees and manages all the IT requirements of the SATC.

Employees in this group are located in head office and provide this service to other locations which include levels 8 and 10, 50 Grenfell Street, 18 King William St, Adelaide Airport, Woodville and Sydney. The team has also provided IT support to major events such as Tasting Australia and Tour Down Under.

it projects The IT Projects Team provides services to assist the SATC in the provision of on-line initiatives.

Achievements included the re-branding of the corporate and consumer websites to reflect the State brand as well as the development and launch of six regional websites. The Media and Trade Familiarisation Unit was also assisted with the installation of a new reservations system.

online servicesThe Online Services team’s role is to ensure the South Australian Tourism Data Warehouse is updated in a timely and accurate manner to ensure that a comprehensive database of tourism product is maintained for the South Australian tourism industry.

An automated method of receiving update requests from the SATC was introduced during 2005-06. The average response time to the request for updating data was less than 30 days, meeting the terms and conditions in the SATC’s operator agreement.

corporate + commercial services 31

corporate + commercial servicesthe corporate and commercial services group provides professional support services to all satc units to enable the efficient and effective delivery of business objectives.

Hahndorf Inn, Adelaide Hills

The Group’s role is To provide a posiTive planninG and policy environmenT for The developmenT of a compeTiTive and susTainable Tourism indusTry.The Group’s key objectives are to:

• Develop and maintain a clear vision for tourism (in conjunction with key stakeholders).

• Ensure Government “rules” are aligned with SATC aspirations (vision and policy alignment).

• Encourage key stakeholders to become committed advocates for our tourism vision (rather than ambivalent or obstructing).

• Remove unnecessary barriers to existing and new tourism development (focus on industry competitiveness).

• Facilitate the development of new quality tourism product (particularly experiential accommodation relating to our key themes).

• Build Local Government tourism planning capacity (to help communities facilitate sustainable tourism).

susTainable Tourism packaGeIn 2005-06, the Policy & Planning Group prepared the SA Strategic Plan Tourism Implementation Plan, which is designed to demonstrate how to accelerate progress in achieving the tourism target under the South Australian Strategic Plan.

The Implementation Plan identifies five critical success factors essential to achieving the target: the State Brand, air access, product development, a positive policy framework and industry maturity. These critical success factors will drive the agency’s strategic priorities.

The Group continued to focus on integrating tourism into the broader government policy framework through the implementation of the Sustainable Tourism Package (STP). This package of policy and planning initiatives was launched at the Planning Institute of Australia (PIA) Conference in July 2005. It was also presented at the National Conference on Tourism Futures at the Gold Coast in October 2005.

The joint SATC / Planning Institute of Australia (PIA) Planning for Tourism Seminar was held in December 2005. A focus of the seminar was the release of the Design Guidelines for Sustainable Tourism Development for public consultation and a presentation on the outcomes of the Local Government Engagement in Tourism Survey. A website was also launched to accompany the Design Guidelines for Sustainable Tourism Development. The website features a range of environmentally sound technologies suitable for tourism developments.

Tourism policy + planninG 29

Lake Gairdner, Eyre Peninsula

Tourism policy + planninGsouTh ausTralia can be a Global leader in achievinG successful, responsible and susTainable Tourism developmenT. The saTc’s Tourism policy and planninG Group iniTiaTes and neGoTiaTes posiTive policy ouTcomes for Tourism.

BRAND IDENTITY

26

This funding is currently being used to assist with some major developments including:

• Stage two of the Wadlata Outback Centre Upgrade including new and improved interpretive displays for the State’s Flinders Ranges and Outback Region;

• Construction of accommodation at Coorong Wilderness Lodge.

Business DevelopmentBusiness Development continued to play a key role in a wide cross section of projects and initiatives to address SATP objective 4.4 (promote and support business development) and objective 4.6 (foster continuous learning and improvement).

The Group advised new operators starting up and developing tourism businesses, developed self-help tools and ran workshops on various issues such as risk management, product packaging and marketing.

It also monitored industry standards, customer satisfaction and service quality through communicating with industry operators and consumers concerning complaints about industry.

This Group also played a role in ensuring the effective development of broader tourism initiatives through advice, participation and facilitation:

• Ongoing leadership support for tourism projects such as Fleurieu Artificial Reef (Ex HMAS Hobart) Management Committee, National Visitor Safety Program Accreditation, accessible tourism.

• Liaison with industry sectors including Bed & Breakfast Farmstay Association, Houseboat Hirers Association, various progress associations, regional development boards, local government.

sector DevelopmentWine anD FooDIn accordance with SATP objective 1.1 (enrich the wine and food experience) and the Wine Tourism Strategy 2004-2008, a number of projects were undertaken to further enhance South Australia’s reputation as the home of Australian wine.

A dedicated print marketing campaign featuring South Australian wine and food icon personalities and destinations was developed along with a Wine and Food Media Kit while the South Australian Wine and Food Consumer Guide was launched at Tasting Australia in late October 2005. The Guide features more than 270 wine tasting outlets and more than 250 suggestions of where to taste and buy regional produce, picnic, stay, dine, celebrate and learn. Also launched at the same time was the Cellar Door Pass, developed by Smart Visit Solutions. The smart card initiative entitles purchasers to a host of wine tourism benefits at participating wineries and regional restaurants.

A Wine Tourism Directional Road Signage Program was undertaken in conjunction with the Department of Transport, Energy and Infrastructure (DTEI). The SATC assisted with production of the Road Sign Guidelines Policy and audits of signs in the Clare Valley and Barossa. McLaren Vale and the Adelaide Hills are also implementing signage programs, partially funded by SATC Tourism Development.

In addition, the SATC provided sponsorship for the Australian Wine & Food Tourism Conference 2005, Winedown Conference 2005 and the Tasting Australia Adelaide Food Summit 2005. The Wine Tourism Workshop Program has also commenced across the seven South Australian main wine regions in conjunction with the Winemakers Federation of Australia (WFA) and Regional Wine Associations.

The SATC is funding and facilitating a regional training workshop program for the wine and food tourism industry to link with the release of WFA’s Wine Tourism Toolkit.

The SATC also continued to encourage and support Food South Australia’s Regional Food Program. Adding to the food-based tourism business case studies developed last year, further fact sheets have been developed for some of the State’s leading Farmers’ Markets in Willunga and Barossa.

In 2005, Brand Health Monitor (BHM) research showed 72 per cent of respondents associated South Australia with “authentic and credible wineries and wine regions” (compared to 55 per cent for Victoria and 54 per cent for New South Wales). For the first time, the BHM included a separate question on dining and regional food. The State’s positioning on the basis of “distinctive dining and fresh regional produce” was a credible third place with 29 per cent of respondents associating South Australia with this attribute compared to 56 per cent for Victoria and 41 per cent for New South Wales.

nature-BaseDIn line with SATP objective 1.2 (value-add to the state’s rich natural assets), objective 1.10 (integrate soft adventure track and trail experiences), objective 1.6 (enhance the Murray River experience) and objective 1.13 (develop special interest (niche) markets), the SATC has continued to implement actions identified in the joint SATC and Department of Environment and Heritage (DEH) Responsible Nature-based Tourism Strategy 2004-2009.

In addition, the SATC/DEH Memorandum of Understanding (MoU) has been updated to include additional focus areas of heritage, coast and marine and Aboriginal partnerships. In line with the MoU, the SATC has also provided input into numerous DEH strategies and policies including the Development of Sustainable Tourism Development on land in close proximity to National Parks and Reserves policy and the Heysen Trail Strategic plan.

The Unit also developed a Product and Services Guide for the Yurrebilla Trail, which includes information on tours, accommodation, dining and transport services on and adjacent to the trail. Development of other similar guides has commenced for the Riverland canoe trails and the Riesling Trail while the 40 Great South Australian Short Walks brochure was republished and trails were promoted in SATC regional guides.

Research has also been conducted into development opportunities for the Heysen Trail, running between Cape Jervis and Victor Harbor, as well as the potential consumer demand for trail experiences on selected sections of the Mawson and Heysen Trails. A research report was also completed to evaluate the Star Party Down Under held at Arkaroola Wilderness Sanctuary while feasibility studies were undertaken to investigate the potential of developing new conservation and tourism products linked to Sea Lion research at Seal Bay, Ediacara Fossils at Nilpena Station and Flinders Ranges walking tours.

In line with the Responsible Nature Based Tourism Strategy 2004-09 objective 16.3.2 (review SA nature-based content in wholesale brochures and develop a product manual), the Group also developed a series of information sheets known as the South Australian Experiences Series, which specifically target “experience seekers”, one of Tourism Australia’s key visitor segments. The series is available in hard copy or on southaustralia.com.

Eco accreditation has also played an important role during 2005-06 with the Group assisting a number of ecotourism operators to achieve accreditation. South Australia has 22 operators and

tourism Development

39financials

nOTEs TO anD fORMinG PaRT Of THE financial sTaTEMEnTs2 suMMaRy Of siGnificanT accOunTinG POliciEs

(a) Basis of Accounting

The financial report is a general purpose financial report. The financial statements have been prepared in accordance with applicable Australian Accounting Standards and Treasurer’s Instructions and Accounting Policy Statements issued pursuant to the Public Finance and Audit Act 1987 (PFAA).

These financial statements are the first statements to be prepared in accordance with Australian equivalents to International Financial Reporting Standards (AIFRS). AASB1 First time adoption of AIFRS has been applied in preparing the statements and the application has not resulted in any changes.

The accrual basis has been used in the preparation of the financial statements with the exception of the Cash Flow Statement which has been prepared on a cash basis.

The financial report has been prepared on a twelve month operating cycle and presented in Australian currency.

(b) Recognition of Income

Commission

Commission earned on sales through the SA Travel and Visitor Centre is recognised at the date of ticketing. The gross sales collected on behalf of tourism operators by the SA Travel and Visitor Centre are not recorded in the financial statements. In 2005-06, the SA Travel and Visitor Centre collected $4 921 000 ($4 664 000) of sales and forwarded $3 917 000 ($3 852 000) to tourism operators.

Interest

Interest earned on deposit accounts at the Department of Treasury and Finance is recognised as income as it accrues.

Participation Fees

The Commission earns income from participants in the Tourism Industry through cooperative marketing schemes, sponsorship of events, subscriptions and training fees. This income is recognised as it accrues.

Other Income

Other Income comprises event entry fees, merchandise sales, recoups of expenditure from regional marketing boards and other government agencies. In 2005-06 grants received from another government agency was for the recoup of expenditure of externally managed events.

Revenues from Government

Appropriation from Government and contributions from other Government agencies are recognised as revenue in the period in which the monies are received and the Commission obtains control of the asset.

(c) Depreciation and Amortisation

Items of plant and equipment are depreciated on a straight line basis over their expected useful lives. The estimated useful lives of each asset class are as follows:

Years

General plant and equipment 3-5

Pageant plant and equipment 5-15

Fit outs are amortised over the length of the lease of the property using the straight line method. The useful lives of all major assets held by the Commission are reassessed on an annual basis.

1 ObjEcTivEs Of THE cOMMissiOn

Objectives

The purpose of the South Australian Tourism Commission established under the South Australian Tourism Commission Act 1993 is, on behalf of the Government, to work in partnership with the private sector in productively marketing South Australia’s tourism product intrastate, interstate and internationally to ensure that South Australia is a compelling part of any Australian holiday. The principal goals of the Commission are to:

• add value to the efforts of the tourism industry and other government agencies, by ensuring a coordinated approach to the promotion of South Australia which results in an increase in visitor numbers to all regions of the State thereby increasing the value of tourism to the economy and generating employment for South Australians.

• attract, develop, own and support major and strategic events that generate substantial economic and social benefits for South Australia and promote the image and profile of Adelaide and South Australia.

• ensure the development of South Australia’s tourism resources in a socially responsible way with emphasis on the continued maintenance and preservation of South Australia’s environmental and cultural heritage and the profitability and effective utilisation of infrastructure.

• achieve a strong corporate team and positive corporate culture that uses its resources in the most effective and efficient manner.

Financial Arrangements

The Commission’s principal source of funding consists of monies appropriated by Parliament.

The financial activities of the Commission are primarily conducted through a Special Deposit Account pursuant to section 21 of the Public Finance and Audit Act 1987.

Administered Funds

The Commission is responsible for the administration of the funds described below. These funds are not recorded in the Income Statement or Balance Sheet as the Commission does not have control over how these funds are to be spent. Administered revenues, expenses, assets and liabilities are detailed separately in note 31. Administered items comprise:

(i) SA Motor Sport Board

The Commission administered the appropriation transfers from the Department of Treasury and Finance to the SA Motor Sport Board until 30 June 2002. During 2005-06, the Commission returned the remaining $476,000 of administered cash to the Department of Treasury and Finance.

(ii) 2007 World Police and Fire Games

The 2007 World Police and Fire Games Corporation was established on 1 October 2003. The Commission managed the finances of the Corporation until the 30 June 2004. The balance of assets and liabilities held at 30 June 2004 were transferred to the Corporation in 2004-05. The Commission continued to be responsible for the transfer of Government Appropriation to the Corporation amounting to $1,401,000 ($890,000) during 2005-06.

BRANDING ELEMENTS The Brilliant Blend brand identity is the way in

which we communicate the brand promise.

It comprises a set of branding elements we use

in order to influence the way people perceive

South Australia.

Correct and consistent use of the Brilliant Blend

branding elements is essential to successfully

promote South Australia strongly and

distinctively in the marketplace.

The brand identity comprises the following

branding elements.


Get our book. Have a read. Come and visit. southaustralia.com or call 1300 655 401.

It’s Called tHe OutbaCk’COs It’s just Out baCk.

The ‘look and feel’ of the South Australian brand

identity is bold, dynamic and unashamed.

• Headlines can be all upper case or upper and

lower case. Impact and readability are the

main determining factors in choosing which

to use. They can be placed on a picture,

colour panel or on white. Allow your layout to

guide you.

• Body copy should be short, pared down and

set left, ragged right, using a large font size.

• There is no set position for the logo (i.e.

DESIGN STYLE

• The Star Motif (See page 17) is an

identification element of South Australian visual

communication. Use it in the background.

Or ghosted back over images. Have the Star

Motif bleed off the edges of the page or

communication piece to reflect South Australia’s

vibrancy and energy.

If you are communicating to a more

conservative, industrial or business market

you can adjust the layout style using hard

edges and photographs set square.

bottom right). Let the layout dictate the ideal

position – bigger is better.

• Including vibrant colour panels in the design

forms part of the South Australian style.

• In order to create interest, place images in an

unpredictable manner (on angles).

• Use graphic treatments made up from

distressed elements (See page 16). These

effects can also be used to separate a hero

image from a colour panel.

• Hero images should be big and bold.

Templates and resources for the South

Australian Brilliant Blend brand identity

layout style are available from the Consumer

Communications Unit, South Australian Tourism

Commission, at [email protected]

27For more information, the listed publication and the touring map call the South Australian Visitor & Travel Centre on 1300 655 276 or visit southaustralia.com

Historic Overland Corner Hotel

Built in 1859, this was a friendly

beacon on the lonely cattle drovers’

track; today, it’s a little corner of

history with artefacts, nearby

mines and some resident ghosts.

It also serves lunch and dinner.

40-minute drive from Renmark, Riverland

Birds Australia Gluepot Reserve

Experience the tranquillity of

the semi-arid mallee lands in

the 50,000ha reserve. This virgin

scrub harbours six nationally

threatened bird species and

unique flora and fauna.

64km from Waikerie, Riverland

Mannum Dock Museum

Re-live Mannum’s river-side history

at Mannum Dock Museum. It’s

home to the superbly restored

106-year-old PS Marion paddle-

steamer – it still fires up for cruises

– and the Randell Dry Dock.

Mannum, Murraylands

Pomberuk Aboriginal Cultural Centre and Cottage Box Chocolates

Discover an ancient culture in an

historic building at Pomberuk.

The people of the Ngarrindjeri

Community share their stories,

knowledge and artistry in the

1879 Old Pumphouse. Cottage Box

Chocolates is the tasty neighbour.

Walking distance from Murray Bridge, Murraylands

Monarto Zoological Park

Giraffes, lions, rhinoceros, zebra,

antelope and cheetahs roam

freely in an outstanding bushland

setting. And at the environmentally

fabulous visitor centre, you’ll find

it hard to tear yourself away

from the inquisitive meerkats

and bilbies.

20-minute drive from Murray Bridge, Murraylands

Ngarkat Conservation Park & Ngaut Ngaut Aboriginal Site

Step back in time as you

explore the ruins of early

European settlement at Ngarkat

Conservation Park, then take

a Ngaut Ngaut guided tour

to experience the region’s

Aboriginal culture: you’ll see

ancient campsites, rock art

and scarred Red River Gums.

Ngarkat Conservation Park is 207km from Murray Bridge, Murraylands

Ngaut Ngaut is a 45-minute drive from Mannum in the Murraylands

And more…

• Golf, golf, golf

• Olivewood Homestead

• Local produce outlets

• Wineries and cellar doors

• Gliding

Travelling times from Adelaide

Murraylands – 1 hour drive

Riverland – 3 hour drive

Clockwise: Banrock Station Wine & Wetland Centre, Riverland; Overland Corner Hotel, Barmera, Riverland; Big Bend, Murraylands; Houseboat, Riverland

Banrock Station Wine & Wetland Centre

The centre enjoys marvellous

views over vineyards, wetlands and

river; a boardwalk leads through

eight km of wetland habitat where

plants and animals are being given

a new lease of life. There are other

walks on the property, and a cellar

door and café too.

15-minute drive from Barmera, 40-minute drive from Renmark

Canoeing

Glide through the waters of the

Murray River in a canoe: Katarapko

Creek in Murray River National

Park at Berri is ideal for novices

and families, while Chowilla Creek,

near Renmark, gives you the

chance to paddle in three states

(SA, VIC, and NSW) all in one day.

Backwater Dinghy Expedition

Negotiate the maze of backwaters

of the river system around

Renmark and get close to wildlife

in the water, on the creek banks

and among the overhanging trees.

Renmark, Riverland

Big Bend by Night Eco Tour

Board a comfy wagon to see

kangaroos, hairy-nosed wombats

and other animals going about

their nightly business.

45-minute drive from Mannum, Murraylands

river

NEED TO kNOW MORE...You’ll need the regional visitor guides

for the Riverland and Murraylands, and

touring map, as well as South Australian

Holidays and the South Australian Wine &

Food Guide.

murraylands + riverlandThe murray river begins as an angry young stream in the east. By the time she reaches south australia, she does what everybody else does. she relaxes, spreading into sleepy billabongs and sprawling flood plains. she creates wildlife-rich wetlands, generous lakes and winding estuaries. she waters the lush vineyards, orchards and gardens. she supports historic towns with their paddle steamers and houseboats. The murray river truly is the river of life.

MuST SEE, MuST DOHouseboats

Call the Murray home aboard your

own houseboat. You can cruise

it in five-star style (with a glass

of champagne in the spa bath),

but even the most basic craft has

a lounge, dining area, separate

bedrooms, fully equipped kitchen,

bathroom, TV, video and barbecue.

Ultimately you’ll be luxuriating in

the stunning scenery and relishing

the freedom to do as much or as

little as you want.

All along the river

Cruises

Immerse yourself in one of the

world’s great river systems.

From the border to Goolwa, you’ll

cruise through ancient history,

recent history and natural history.

Do a day trip, weekend cruise or

eco-ramble - or cruise all of South

Australia’s share of the Murray.

The Murray River Run cruises its

diverse 560 km.

Renmark and Waikerie in the Riverland; Mannum in Murraylands; Goolwa on Fleurieu Peninsula

Loxton Historical Village

Step back in time and stroll down

a main street as it would have

looked last century – complete

with a bank, dentist and working

bakery. The kids will love it.

Loxton, Riverland

PARkS AND TRAiLS Waterways, floodplains,

lagoons, wetlands, peaceful

beaches – pristine and

serene places to spot

wildlife and waterbirds,

and to throw in a line.

Chowilla Game Reserve,

Riverland 35-minute drive from Renmark

Murray River National

Park, Murraylands and

Riverland50-minute drive from Renmark

26

RIVERLAND

0 20

km

Loxton

Blanchetown

Mannum

Murray Bridge

Morgan

RenmarkBarmera

Berri

Waikerie

MURRAYLANDS

Mur

ray

Riv

er

Murray River


PLACEMENT OF THE SOUTHAUSTRALIA.COM URL

The SATC’s consumer website URL,

southaustralia.com is an imporatant element

in brand communication. It acts as the first

in-line ‘call to action’ and needs to feature on all

communication items aimed at consumers.

southaustralia.com needs to become top of

mind when consumers are seeking information

on South Australia as a holiday destination.

The URL should always apprear in the type font

DIN Regular in either PMS CoolGrey 10 (60k) or

reversed out of a coloured background.

The size of type used in the URL is to be the

same size as the words “South Australia” in the

SABB logo used on the item.

When using a SABB/Regional logo the size of

the URL would be 50% of the size of “South

Australia”.

Wherever possible the URL would be placed

in the bottom left of the item with the baseline

inline with the baseline of the type in the SABB

logo.


To see examples of how Brilliant Blend design

principles are applied to TVC and video footage,

contact the Consumer Communications Unit,

South Australian Tourism Commission, at

[email protected]

DESIGN STYLE FOR TVC AND VIDEO FOOTAGE


The content of text should reinforce South

Australia’s essential nature and character.

South Australia should be portrayed as genuine,

welcoming, relaxing and fun, with an overriding

sense of confidence, style and innovation.

Where possible, products, services and

examples referred to should reinforce our values

– Is it clean and green? Does it reflect a living

heritage and tradition? Does it support free

thinking? Is it genuine and personal?

Reinforce the Brilliant Blend tagline by using

contrasting examples, playing with the idea of

blending and balance.

Use the words ‘brilliant’ and ‘blend’ in their

active forms, but only use them once in a

headline – don’t labour them in body copy.

And write about South Australia, not ‘the state’.

Copy tone should be straight forward, clear,

concise and in the present tense so it’s current

and immediate.

Use this checklist for your copy as you write it

— Is it confident? Is it vibrant? Is it real? Is it

fresh? Is it welcoming?

The South Australian Editorial Style Guide is

available from the Consumer Communications

Unit, South Australian Tourism Commission, at

[email protected]

EDITORIAL STYLE

BAROSSAIt’s the wine capital of Australia, a place

where you can get a real taste for the finer

things in life. But if you’re thinking that it

all sounds a bit highbrow, think again.

The Barossa is a relaxed and friendly

place, where you can share a drink with

the people who actually make the region’s

world class wines. You might meet them

at the Barossa’s wineries and cellar doors,

or you might run into them at restaurants,

or on a golf course.

Of course, there’s more to the Barossa

than just wine.

You can browse the local art stores for

something special to take home, sit in a

friendly cafe and enjoy a brilliant cup of

coffee, or get out into the countryside and

stretch your legs with a walk in a national

park.

EXAMPLES OF SOUTH AUSTRALIAN EDITORIAL


TYPOGRAPHIC STYLE Typography plays a key role in the Brilliant Blend

brand identity.

The typography guidelines shown on this page

have been developed to provide consistency

yet are versatile enough to allow a degree of

flexibility to suit a wide range of applications.

The type face DIN should be used for headings

and introductions. Headlines can be all upper

case or upper and lower case.

Titles and headlines can be reversed out of

photographs, blocks of colour or set on the

white of the page.

Univers is the secondary type face and should

be used for body text and tables.

Templates containing type styles have been

developed and are available from the Consumer



Business services

the group is responsiBle for critical internal functions such as human resources management and development, information technology, administration.The Business Services Unit comprises Administration Computer Support, IT Projects, On-line Services, and Special Projects.

computer supportThe Computer Support team provides hardware and software support to WTAB employees and manages all the IT requirements of the WTAB.

Employees in this group are located in head office and provide this service to other locations which include levels 8 and 10, 50 Grenfell Street, 18 King William St, Adelaide Airport, Woodville and Sydney. The team has also provided IT support to major events such as Tasting Australia and Tour Down Under.

it projects The IT Projects Team provides services to assist the WTAB in the provision of on-line initiatives. Achievements included the re-branding of the corporate and consumer websites to reflect the State brand as well as the development and launch of six regional websites. The Media and Trade Familiarisation Unit was also assisted with the installation of a new reservations system.

online servicesThrough the Wine Tourism Advisory Board (WTAB), the Board will work to ensure South Australia’s mantle as the pre-eminent wine tourism State will be retained and enhanced.

The Online Services team’s role is to ensure the South Australian Tourism Data Warehouse is updated in a timely and accurate manner to ensure that a comprehensive database of tourism product is maintained for the South Australian tourism industry.

An automated method of receiving update requests from the SATC was introduced during 2005-06. The average response time to the request for updating data was less than 30 days, meeting the terms and conditions in the SATC’s operator agreement.

• Tracking brand health through the Brand Health Monitor (SATP objective 4.1.3).

• Undertaking event impact research for the Jacobs Creek Tour Down Under and Tasting Australia (SATP objective 2.5.7).

• Tracking regional tourism and campaign awareness (SATP 4.1.3).

The Board will continue to support the Wine and Food Campaign enabling industry to cooperatively market their product nationally and internationally.

The 2005 Brand Health Monitor shows that South Australia is the State most associated with wine, with 72 per cent of respondents linking the State to “authentic and credible wineries and wine regions”. In regards to food, South Australia comes in a solid third,

Eden Valley, Barossa

corporate + commercial servicesthe corporate and commercial services group provides professional support services to all satc units to enaBle the efficient and effective delivery of Business oBjectives.

corporate + commercial services

�

Balance Sheet aS at 30 June 20062006 2005

ASSETS Note $’000 $’000

CURRENT ASSETS

Cash and cash equivalents 23 5 109 2 650

Receivables 11 1 492 1 918

Prepayments 12 37 645

Total Current Assets 6 638 5 213

NON-CURRENT ASSETS

Receivables 11 - 1 870

Plant and equipment 13 1 729 1 717

Intangible assets 14 98 108

Investment in Australian Tourism Data Warehouse Ltd 15 400 400

Total Non-Current Assets 2 227 4 095

Total Assets 8 865 9 308

LIABILITIES

CURRENT LIABILITIES

Payables 16 4 164 2 968

Other current liabilities 17 86 216

Short term employee benefits 18 891 836

Short term borrowings 19 158 147

Total Current Liabilities 5 299 4 167

NON-CURRENT LIABILITIES

Payables 16 62 81

Long term employee benefits 18 661 714

Long term borrowings 19 592 751

Total Non-Current Liabilities 1 315 1 546

Total Liabilities 6 614 5 713

NET ASSETS 2 251 3 595

EQUITY

Tourism infrastructure reserve 20 - -

Retained earnings 2 251 3 595

TOTAL EQUITY 2 251 3 595

Commitments 21

Contingent Assets and Liabilities 22

Events after the Balance Sheet Date 32

Statement of changeS in equity for the year ended 30 June 2006

Tourism Infrastructure

ReserveRetained Earnings Total

$’000 $’000 $’000

BALANCE AT 30 JUNE 2004 2 291 979 3 270

Transfer to Retained Earnings (2 291) 2 291 -

Net result for 2004-05 - 325 325

BALANCE AT 30 JUNE 2005 - 3 595 3 595

Net Result for 2005-06 - (1 344) (1 344)

BALANCE AT 30 JUNE 2006 - 2 251 2 251

Head A

Intro copy

Head B

Head C

Head D

Body copy

Body copy bullet

Caption

Table

Page header

Page number


HEADINGS + INTRODUCTIONSThe typeface DIN is to be used on headlines,

headings, sub-headings and major blocks of

copy. It is confident, simple and contemporary.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.DIN Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.DIN Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.DIN Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.DIN Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.DIN Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.DIN Bold Italic


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.Univers Light Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.Univers Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.Univers Bold Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.Univers Light Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.Univers Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.Univers Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.Univers Light

BODY COPYIn conjunction with DIN, Univers is the

secondary typeface to be used for body text.

Univers Condensed can be used for charts

and tables.


SATC WORD PROCESSING, INTERNAL AND CORPORATE COMMUNICATION All text in SATC communications and

presentations must use the font Arial.

This includes letters, email, power point

presentations, name tags for events etc.

The only exception is written correspondence

requested by the Minister’s office in another

typeface.

Details, templates and examples of SATC

corporate word processing and other corporate

items are available on the SATC intranet

homepage under ‘SATC Corporate Style and

Templates’.

Word formatting

Official font: Arial

Official font size: 11 point

Line spacing: Single

Text alignment: Left

Heading sizes: 16 point bold (optional)

Official font size for emails: 12 point

Text colour: 100% black

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890&$@?!,.Arial

SATC Corporate letter

SATC Email

Power Point presentation


Building powerful colour recognition is

important in reinforcing the Brilliant Blend

brand identity. Used consistently over time

these colours become associated with South

Australia.

Strong colours are part of the Brilliant Blend

brand identity.

The Primary Colour suite consists of red, blue

and yellow (as depicted in the South Australian

Brilliant Blend logo) and black and white. These

are the preferred colours when presenting

South Australia.

To provide flexibility, a secondary palette of

green, dark blue, purple, orange and grey has

been provided.

The only exception to this are the ‘Regional’

colours assigned to each of South Australia’s

tourism regions.

In rare occasions where a single hero

photograph is used as a dominant feature in a

design, to complement it, a colour may be used

that is not in the primary, secondary or Regional

suite. However the colour chosen must be

strong and vibrant. Steer away from dull or

pastel tones.

Pantone 485CV

100m, 100y

Pantone 1235CV

30m, 100y

Pantone process cyan

100c

Black

100k

White

Pantone 355CV

94c, 100y

Pantone 7462CV

100c, 50m, 10k

Pantone 221CV

100m, 15y, 30k

PMS 165CV

60m, 100y

PMS cool grey 10

60k

Primary colour suite Secondary colour suite

COLOUR PALETTE

ADELAIDE

PMS 148. c0 m100 y100 k0

ADELAIDE HILLS

PMS 348. c76 m0y 60 k69

BAROSSA

PMS 187. c0 m100 y79 k20

CLARE VALLEY

PMS 130 c0 m30 y100 k0

EYRE PENINSULA

PMS 293. c100 m57 y0 k0

FLEURIEU PENINSULA

PMS 2415. c33 m100 y0 k8

FLINDERS RANGES & OUTBACK

PMS 165. c0 m60 y100 k0

KANGAROO ISLAND

PMS Green. c100 m0 y60 k0

LIMESTONE COAST

PMS 2925. c85 m24 y0 k0

MURRAYLANDS

PMS 369. c80 m0 y100 k0

RIVERLAND

PMS 314. c100 m0 y10 k30

YORKE PENINSULA

PMS 3125. c83 m0 y20 k0

Regional colour suite


The Brilliant Blend brand identity includes a

range of graphic treatments. These can be used

in design to depict the personality of South

Australia and bring vibrancy and dynamism to

each visual communication piece.

The graphics shown in this section are

available and ready to use from the Consumer



GRAPHIC TREATMENTS Positive film

Negative film

Ragged edge

Wine mark

Frame


THE STAR MOTIF

The Star Motif is a key identification element in

South Australian visual communication.

Use it in the background. Or ghosted back over

images.

Have the Star Motif bleed off the edges of the

page or communication piece to reflect South

Australia’s vibrancy and energy.

Star Motif (Mono)

Star Motif (Full Colour)


Images play a key part in visually

communicating South Australia’s essential

nature and character – a vibrant and welcoming

place that celebrates the good things in life.

Still and moving imagery should reflect:

• Good times

• Inspiring moments

• Authentic experiences

• South Australia’s enviable lifestyle

• An enterprising tradition of creativity and

innovation

• Exceptional wine and food

• A festival spirit

• Unspoilt nature.

Elements of South Australia to be exploited are

the State’s;

• Rich vibrant colours

• Clear, bright light

• Wide spaces.

IMAGERY

Generally, people participating in South

Australian activities or experiences should be

the focus of images.

It is important to show the emotional

responses of people.

Where possible, movement should be portrayed

as a way of showing vitality.

See the examples on the following pages.

To gain access to a range of images for tourism

purposes, go to media.southaustralia.com





This logo, comprising the ‘SA’ symbol and

Brilliant Blend tagline, is South Australia’s

primary consumer marketing identifier. It has

been developed to position South Australia

generally and is not representative of any

specific organisation.

It is a brilliant blend of the old and the new:

the font of the ‘S’ reflecting South Australia’s

rich heritage and tradition and that of the ‘A’

representing creativity and vibrancy.

The logo has been trademarked and can only

be used with permission of the Government of

South Australia.

SOUTH AUSTRALIA BRILLIANT BLEND LOGO


LOGO COLOUR SPECIFICATIONS

The Logo Colours

Text

Black Pantone Process Black

100k

Grey Pantone Cool Grey 10

60k [A brilliant blend.]

Star

Red Pantone 485CV

100m, 100y

Yellow Pantone 1235CV

30m, 100y

Blue Pantone process cyan

100c

Overprint

Green Pantone 3415CV

100c, 30m, 100y

Purple Pantone 5115

100c, 100m, 100y

Mono

Star and text become 100% black.

Red Pantone 485CV100m, 100y

GreenPantone 3415CV100c, 30m, 100y

YellowPantone 1235CV30m 100y

BluePantone process cyan100c

BlackPantone process black 100k

PurplePantone 5115100c, 100m, 100y

BlackPantone process black 100k

GreyPantone Cool Grey 10 60k


File name: SABB_1.1A File name: SABB_1.2A File name: SABB_1.3A

LOGO CONFIGURATIONSThere are three configurations of the South

Australian Brilliant Blend logo.

Each is available in full colour and

monochromatic.

All configurations are available in a ‘reverse’

format and for use on various coloured

backgrounds.

To help you obtain the logo you need, use the

tables on pages 29 to 32. The file names (on

the bottom right-hand corner) of each example

throughout this document will also help you.

The corresponding logo is available from

media.southaustralia.com

Full colour

File name: SABB_1.1B File name: SABB_1.2B File name: SABB_1.3B

Mono

File name: SABB_1.1D File name: SABB_1.2D File name: SABB_1.3D

Standard (preferred option) Stacked Long

File name: SABB_1.1C File name: SABB_1.2C File name: SABB_1.3C

Full colour reversed

Mono reversed


File name: SABB_1.1G File name: SABB_1.2G File name: SABB_1.3G

File name: SABB_1.1F File name: SABB_1.2F File name: SABB_1.3F

File name: SABB_1.1E File name: SABB_1.2E File name: SABB_1.3E

LOGO USE ON PRIMARY COLOUR BACKGROUNDSWhen using the logo on a coloured background,

the following background colours are preferred.

These colours, with white, comprise the

Primary Colour suite for the Brilliant Blend brand

identity.

Black Pantone process black 100k

Red Pantone 485CV 100m, 100y

Yellow Pantone 1235CV 30m, 100y

Blue Pantone process cyan 100c

For each of these Primary Colour backgrounds,

a specific version of the logo is available.

For more information on colours, see page 15.

Full colour logo on black

File name: SABB_1.1C File name: SABB_1.2C File name: SABB_1.3C

Full colour logo on red

Full colour logo on yellow

Full colour logo on blue


COLOUR SPECIFICATIONS OF STAR WHEN USED ON PRIMARY COLOUR BACKGROUND

Star

Light Red 50% Pantone 485CV

50m, 50y

Red Pantone 485CV

100m, 100y

Light Yellow 50% Pantone 1235CV

15m, 50y

Yellow Pantone 1235CV

30m, 100y

Light Blue 50% Pantone process cyan

50c

Blue Pantone process cyan

100c

Green Pantone 3415CV

100c, 30m, 100y

Purple Pantone 5115CV

100c, 100m, 100y

File name: SABB_1.1G

File name: SABB_1.1F

File name: SABB_1.1E

Green

Pantone 3415

100c, 30m, 100y

Light Blue

50% Pantone process cyan

50c

Light Blue

50% Pantone process cyan

50c

Purple

Pantone 5115

100c, 100m, 100y

Light Yellow

50% Pantone 1235CV

15m, 50y

Light Red

50% Pantone 485CV

50m, 50y

Full colour logo on red

Full colour logo on yellow

Full colour logo on blue


LOGO USE ON NON-PREFERRED COLOUR AND PHOTOGRAPHIC BACKGROUNDS At times it may be necessary to use the

logo on a background colour other than a

preferred Primary Colour, or on a photographic

background.

In these cases either:

• select a coloured logo version that will

provide an appropriate contrast between the

logo colours and the background, or

• use the mono or mono reverse versions.

Do not use the logo on a photographic

background where the image will interfere with

the visibility of the logo.

Examples of logo use on Secondary Suite colour background

Examples of logo use on photograph



File name: SABB_1.1D

File name: SABB_1.1G

File name: SABB_1.1F

File name: SABB_1.1B


Examples of mono logo use

File name: SABB_1.1A



LOGO MINIMUM SIZE REQUIREMENTSThe South Australian Brilliant Blend logo must

not be reproduced smaller than the example

shown here.

The height of the ‘S’ must be a minimum of

10mm.

x

x

x

x

x

x

x

x

x

Clear space perimeter

Incorrect logo uses

10mm

Minimum size

LOGO CLEAR SPACE REQUIREMENTSA clear space must be left around the South

Australian Brilliant Blend logo. No other logos,

images, words, borders or other design

elements can encroach this space.

All versions of the logo artwork include a line

defining this space.

INCORRECT LOGO USEIt is important to maintain the integrity of the

South Australian Brilliant Blend logo.

The logo must not be altered in any way. This

includes:

• Using any component of the logo to create a

new logo

• Using parts of the logo on their own (For use

of the Star Motif. See page 17)

Animations of the South Australia Brilliant

Blend logo are available for use in video and

online productions. For copies of SABB logo

animations, go to stockvision.com.au

• Replacing any of the text within the logo

• Repositioning any of the components of the

logo

• Skewing or scaling the logo disproportionately

• Rotating the logo.

• Altering any part of the logo in any way.

SOUTH AUSTRALIA BRILLIANT BLEND LOGO ANIMATION


GOSA/SATC LOGOCommunication from Activity Item carrying the logo Logos to be used Notes

GOSAGOSA/SATC

SABBSABB/

Regional

SATC corporate Where the SATC is communicating a corporate (non-marketing) message to the general public or an other organisation.

StationeryReportsOther corporate

communication and documentation

All SATC employment advertising

On-line and digital mediaEnvironmental (including

signage and shop-front)

YES YES Many SATC corporate items are pre-produced and available through Admin Services or can be down-loaded from the SATC Intranet. Any items not available through these avenues or any unique items need to be designed and produced through Domestic Marketing or Creative.

Also available are ‘Sponsored by’ and ‘Supported by’ GOSA/SATC logos.

SATC marketing groups

Advertising and marketing aimed at consumers, trade or media.

TelevisionCinemaBillboards/outdoorOn-line advertisingDirect mailPostersDisplaysVideo/CDs/DVDsEnvironmental (including

signage)

YES

BrochuresMapsFlyersOn-line and digital mediaInvitations

OPTIONAL YES Where SATC consumer campaign material carries the full SA Brilliant Blend brand identity and does not identify any organisation (i.e. SATC), use of the GOSA/SATC logo is optional. This material aimed at the consumer is considered an extension of consumer campaign activity where an exemption applies.

Marketing activities via Regional marketing.

Regional visitor guides YES YES The GOSA/SATC logo and the SABB/Regional logo do not need to be positioned together on the item. For example if the SABB/Regional logo appears on the front of an item, the GOSA/SATC logo can appear on the contents page.

Other regional marketing items

YES To be used at the discretion of the Regional Marketing Manager or individual operator.

More than one SA Government agency

YES YES if promoting

SA as a place

Where a project is undertaken by more than one Government agency, marketing collateral will carry only the GOSA logo. Not the logo of each agency.

Where the item is being distributed or viewed outside of South Australia, and it is promoting South Australia as the place where a range of goods, services, experiences or opportunities are available, full SA Brilliant Blend brand identity must be executed.

GOSA/SATC LOGO USAGE

South Australian Tourism Commission

Governmentof South Australia



GOSA/SATC logo GOSA/ logo

SABB logo

SABB/Regional logo

The Government of South Australia/South

Australian Tourism Commission (GOSA/SATC)

logo is to be used in conjunction with the SABB

logo when presenting the SATC as an entity.

The SATC has full exemption to use only the

Brilliant Blend logo on campaign and marketing

activities aimed directly at the consumer.

The table to the left shows what items need

to display the GOSA or GOSA/SATC logo. All

materials produced by the SATC carry the SABB

logo.

For guidelines on implementing the GOSA/

SATC logo please contact the Consumer




EVENT LOGOS

Events South Australia is the events division of

the South Australian Tourism Commission. It has

a strong record in hosting and managing world-

class events the generate substantial economic

impact, television broadcast opportunities and

social benefits for South Australia. These events

also promote the image of Adelaide and South

Australia as a quality destination.

For guidelines on implementing the GOSA/

SATC logo please contact the Consumer



Communication from Activity Item carrying the logo Logos to be used Notes

GOSAGOSA/SATC

SABBSABB

(Large type)

Events South

Australia

ADELAIDE AUSTRALIA Signage

Events South Australia corporate

Where Events South Australia is to be identified in a corporate (non-marketing) context.

StationeryBusiness cardsEmail signaturesUniforms (No GOSA logo

required)Phone answering

YES YES

Priority event (i.e. Rugby 7s, WOMAdelaide) sponsorship and where other event sponsors are recognised.

BrochuresProgramsEtc.

YES YES

Bidding for new events.

All material OPTIONAL(See notes)

YES GOSA logo can be used where seen as advantageous.

Events South Australia owned and managed events (i.e. TDU, Credit Union Christmas Pageant)

Advertising Videos/CDs/DVDs (artwork and footage)

Cinema advertisingMagazine advertisingOnline advertisingVehicle advertisingPostersCompetition entry formsTelevision advertisingBillboard/Outdoor

advertisingPress advertisingMerchandise (including

clothing)CredentialsDisplays (and expo

booths)Pull up bannersInvitations

YES YES(On-site signage

only)

Events South Australia major sponsored events and regional events and festivals(i.e. WOMAdelaide. Barossa Vintage Festival)

Where Events South Australia is to be recognised as a sponsor or supporter of an event or for regional events.

CollateralSponor boardsCorporate areas

YES YES YES(On-site signage

only)

Where events are televised nationally or internationally ADELAIDE AUSTRALIA signage would be used.

On-site of any Events South Australia owned, sponsored or supported events

Nationally or internationally televised events

Event site signage YES(Corporate areas only)

YES Use ADELAIDE AUSTRALIA signage

Non televised events

Event site signage YES

EVENT LOGO USAGE





GOSA/SATC logoGOSA/ logo

SABB logo

ESA logo

ADELAIDE AUSTRALIA signage

SABB logo (Large type)


Events signage viewed by a national or

international audience via television.

For all owned, sponsored or supported events

that will be televised nationally or internationally,

the ADELAIDE AUSTRALIA signage with red

background with white text will be used. This

signage will be used in this instance as it is the

most effective way of promoting Adelaide as

the event destination.

The words ‘ADELAIDE AUSTRALIA’ are used to

clearly identify and position the event location

primarily via television.

The red background is the primary choice

of colour, but it may be changed depending

on the event (ie TDU ochre).

Event signage without television

If there is no television broadcast opportunities

the signage will be the SABB logo, either

stacked or horizontal with no Government

recognition as per the standard consumer

marketing requirements.

EVENTS SOUTH AUSTRALIA ON FIELD SIGNAGE

File name: ESA_03.1A

File name: ESA_03.1A_Single

File name: ESA_03.2A

Signage for events with television broadcasting.

Signage for events without television broadcasting.

File name: SABB_1.1A File name: SABB_1.2A

Signage for sponsored events and regional events and festivals.




OBTAINING THE CORRECT SABB LOGO To assit you obtaining the correct logo for your

use, a numbering system has been developed.

Use the tables on pages 29 and 30 to ensure

you are selecting the right logo in relation to

communication piece.

There are three parts to the numbering system,

each representing a different aspect of the logo.

1. Family — Who is the communication item

carrying the logo from.

2. What format is the logo required in.

3. The colour of the logo or the colour

background the logo is going on.

Logos are available in EPS and JPEG formats

from media.southaustralia.com.au

If you require a logo for a specific use that is

not available, please contact the Consumer



LOGO SELECTION TABLE

An example of logo identification with the coresponding logo


Family number Format Colour

Logo Family Numeral 1 Logo Format Numeral 2 Logo Colour Alpha

SABB 01 Standard 1 Full colour positive A

SABB GOSA/SATC 02 Stacked 2 Mono positive B

SABB GOSA/SATC Sponsored by 03 Long 3 Full colour reverse C

SABB GOSA/SATC Supported by 04 Mono reverse D

SABB GOSA 05 Full colour on blue E

SABB Adelaide 06 Full colour on yellow F

SABB Adelaide Hills 07 Full colour on red G

SABB Barossa 08 Full colour on positive — Embroidered H

SABB Clare Valley 09 Full colour on reversed — Embroidered I

SABB Eyre Peninsula 10 Full colour on blue — Embroidered J

SABB Fleurieu Peninsula 11 Full colour on yellow — Embroidered K

SABB Flinders Ranges & Outback 12 Full colour on red — Embroidered L

SABB Kangaroo Island 13 Mono reversed — Embroidered M

SABB Limestone Coast 14 Mono positive — Embroidered N

SABB Murraylands 15

SABB Riverland 16

SABB Yorke Peninsula 17

ESA 18

ESA On-site signage (ADELAIDE AUSTRALIA) 19

ESA (Large type) 20


PLACEMENT OF PARTNER LOGOS WITH THE GOSA/SATC AND SABB LOGOS

When including business partner logos on SATC

marketing communication and advertising items

the business partner’s logo should be placed to

the left of the SABB logo. The SABB logo should

generally be placed at the bottom right of the

item.

When the item is required to carry the GOSA/

SATC logo, the GOSA/SATC logo should always

be positoned to the left of every other logo.

When the SABB logo is being placed on a

partner’s advertisment or item, the placement

of the SABB logo is at the discretion of the

partner (as long as the SABB logo is being

applied correctly. See page 28).

Correct partner logo placement

Left of the SABB logo

Correct partner and GOSA/SATC logo

placement

GOSA/SATC logo first on the left followed by

partner logos then SABB logo bottom right.


A range of templates for trade advertising have

been developed for those partnering with the

SATC in promoting South Australia or South

Australian product.

The templates are available in a range of sizes

and print options. They contain the basis for

producing a South Australia Brilliant Blend

styled trade ads. Final adjustments to ad size,

image selection and text inclusion can be made

by your designer.

These templates, along with other SABB

branding elements are available from

the Consumer Communications Unit,


[email protected]

Photographs are available at

media.southaustralia.com

Please note that due to copyright laws the SATC

can not supply the DIN type font to external

parties. Ensure that your designer has access to

this type font.

TRADE PARTNER ADVERTISING TEMPLATES


ADVERTISING (Consumer)

SOUTH AUSTRALIA BRILLIANT BLEND BRAND IDENTITY IN ACTION

DREAMTIME. LUNCHTIME.

Fill your soul.

Arkaroola.

The Flinders Ranges.

The world’s oldest mountains.

With the outback just out back.

But what use is a full soul with

an empty tummy?

We can fix that too.

It’s all part of the brilliant

blend that is South Australia.

Get our book. Have a read.

Come and visit.

southaustralia.com or

call 1300 655 401.

kwp!sat5051

BrilliantBreaks.

To book a Brilliant Break or for a copy of our South Australian Shorts holiday book, visit southaustralia.com or call 1300 655 031

Merlot CottageTANUNDA•2nightsselfcateringcottage

accommodation•Provisionsforcooked

breakfast•Cheeseplatter,port&

plungercoffee•Homemadebiscuits&

brownies•10%discountatBarossaSecrets

$460* for2nightstwinshare

Fig Tree CottageANGASTON•2nightsselfcatering

accommodation•Provisionsforcooked&

continentalbreakfasts•Barossawine,port&

chocolates,fruit&flowers•10%discountwhendiningat Vintner’sRestaurant

$300* for2nightstwinshare

The Barossa’s ChateauxTANUNDAChateauBarossa’sparklandsfeatureover20,000rosesofmorethan2,000varieties.Visitthecafé,thegorgeouscricketovalandtheBarossaSmallWinemakersCentreinTanunda.Cost:Free

Lyndoch Lavender FarmLYNDOCHEvertriedlavendergourmetfoods?LyndochLavenderFarmhassixsensuousacres,60varietiesoflavenderintheDisplayGarden,stunningviews–andyes,lavenderflavouredfoods.Cost:$2*pp(includestastings)

????

JustatasteoftheBrilliantBreaksyoucanhaveintheBarossa.

OR + =+

*Conditionsapply.Accommodationpricesbasedontwinshareandareavailablefortravelbetween1April2006and31March2007.

South Australia.A brilliant blend.


ADVERTISING (Trade)


27For more information, the listed publication and the touring map call the South Australian Visitor & Travel Centre on 1300 655 276 or visit southaustralia.com

Historic Overland Corner Hotel

Built in 1859, this was a friendly

beacon on the lonely cattle drovers’

track; today, it’s a little corner of

history with artefacts, nearby

mines and some resident ghosts.

It also serves lunch and dinner.

40-minute drive from Renmark, Riverland

Birds Australia Gluepot Reserve

Experience the tranquillity of

the semi-arid mallee lands in

the 50,000ha reserve. This virgin

scrub harbours six nationally

threatened bird species and

unique flora and fauna.

64km from Waikerie, Riverland

Mannum Dock Museum

Re-live Mannum’s river-side history

at Mannum Dock Museum. It’s

home to the superbly restored

106-year-old PS Marion paddle-

steamer – it still fires up for cruises

– and the Randell Dry Dock.

Mannum, Murraylands

Pomberuk Aboriginal Cultural Centre and Cottage Box Chocolates

Discover an ancient culture in an

historic building at Pomberuk.

The people of the Ngarrindjeri

Community share their stories,

knowledge and artistry in the

1879 Old Pumphouse. Cottage Box

Chocolates is the tasty neighbour.

Walking distance from Murray Bridge, Murraylands

Monarto Zoological Park

Giraffes, lions, rhinoceros, zebra,

antelope and cheetahs roam

freely in an outstanding bushland

setting. And at the environmentally

fabulous visitor centre, you’ll find

it hard to tear yourself away

from the inquisitive meerkats

and bilbies.

20-minute drive from Murray Bridge, Murraylands

Ngarkat Conservation Park & Ngaut Ngaut Aboriginal Site

Step back in time as you

explore the ruins of early

European settlement at Ngarkat

Conservation Park, then take

a Ngaut Ngaut guided tour

to experience the region’s

Aboriginal culture: you’ll see

ancient campsites, rock art

and scarred Red River Gums.

Ngarkat Conservation Park is 207km from Murray Bridge, Murraylands

Ngaut Ngaut is a 45-minute drive from Mannum in the Murraylands

And more…

• Golf, golf, golf

• Olivewood Homestead

• Local produce outlets

• Wineries and cellar doors

• Gliding

Travelling times from Adelaide

Murraylands – 1 hour drive

Riverland – 3 hour drive

Clockwise: Banrock Station Wine & Wetland Centre, Riverland; Overland Corner Hotel, Barmera, Riverland; Big Bend, Murraylands; Houseboat, Riverland

Banrock Station Wine & Wetland Centre

The centre enjoys marvellous

views over vineyards, wetlands and

river; a boardwalk leads through

eight km of wetland habitat where

plants and animals are being given

a new lease of life. There are other

walks on the property, and a cellar

door and café too.

15-minute drive from Barmera, 40-minute drive from Renmark

Canoeing

Glide through the waters of the

Murray River in a canoe: Katarapko

Creek in Murray River National

Park at Berri is ideal for novices

and families, while Chowilla Creek,

near Renmark, gives you the

chance to paddle in three states

(SA, VIC, and NSW) all in one day.

Backwater Dinghy Expedition

Negotiate the maze of backwaters

of the river system around

Renmark and get close to wildlife

in the water, on the creek banks

and among the overhanging trees.

Renmark, Riverland

Big Bend by Night Eco Tour

Board a comfy wagon to see

kangaroos, hairy-nosed wombats

and other animals going about

their nightly business.

45-minute drive from Mannum, Murraylands

river

NEED TO kNOW MORE...You’ll need the regional visitor guides

for the Riverland and Murraylands, and

touring map, as well as South Australian

Holidays and the South Australian Wine &

Food Guide.

murraylands + riverlandThe murray river begins as an angry young stream in the east. By the time she reaches south australia, she does what everybody else does. she relaxes, spreading into sleepy billabongs and sprawling flood plains. she creates wildlife-rich wetlands, generous lakes and winding estuaries. she waters the lush vineyards, orchards and gardens. she supports historic towns with their paddle steamers and houseboats. The murray river truly is the river of life.

MuST SEE, MuST DOHouseboats

Call the Murray home aboard your

own houseboat. You can cruise

it in five-star style (with a glass

of champagne in the spa bath),

but even the most basic craft has

a lounge, dining area, separate

bedrooms, fully equipped kitchen,

bathroom, TV, video and barbecue.

Ultimately you’ll be luxuriating in

the stunning scenery and relishing

the freedom to do as much or as

little as you want.

All along the river

Cruises

Immerse yourself in one of the

world’s great river systems.

From the border to Goolwa, you’ll

cruise through ancient history,

recent history and natural history.

Do a day trip, weekend cruise or

eco-ramble - or cruise all of South

Australia’s share of the Murray.

The Murray River Run cruises its

diverse 560 km.

Renmark and Waikerie in the Riverland; Mannum in Murraylands; Goolwa on Fleurieu Peninsula

Loxton Historical Village

Step back in time and stroll down

a main street as it would have

looked last century – complete

with a bank, dentist and working

bakery. The kids will love it.

Loxton, Riverland

PARkS AND TRAiLS Waterways, floodplains,

lagoons, wetlands, peaceful

beaches – pristine and

serene places to spot

wildlife and waterbirds,

and to throw in a line.

Chowilla Game Reserve,

Riverland 35-minute drive from Renmark

Murray River National

Park, Murraylands and

Riverland50-minute drive from Renmark

26

RIVERLAND

0 20

km

Loxton

Blanchetown

Mannum

Murray Bridge

Morgan

RenmarkBarmera

Berri

Waikerie

MURRAYLANDS

Mur

ray

Riv

er

Murray River

PUBLICATIONS


DIGITAL COMMUNICATION


DISPLAYS


MERCHANDISE


ENVIRONMENTAL


FURTHER INFORMATION AND ASSISTANCE

To help you implement the South Australian

Brilliant Blend brand identity, a range of

materials are available including:

• The full range of Brilliant Blend logos

• Publication and trade advertising templates

(InDesign)

• Graphic treatments

• Star Motif

• Event signage

• TVC and video examples.

• Photographs

• Maps

• Editorial

• Style guides

- South Australia. A brilliant blend. Brand

Identity Handbook (This document as a PDF)

- SA Editorial Style Guide

- Government of South Australia Branding

Guidelines

• South Australia. A brilliant blend.

Policy and Guidelines.

To access the above items or for information

and assistance on the South Australian

Brilliant Blend brand identity please contact

the Consumer Communications Unit,


[email protected]

BRANDING ITEMS AND WHO CAN USE WHAT

SA Branding Item Group or Organisation Available from

SATC

Regi

onal

Tour

ism

Ass

ocia

tions

SA G

over

nmen

t dep

artm

ents

or a

genc

ies

Loca

l Gov

ernm

ent

Stat

e To

uris

m O

ffice

s

Tour

ism

Indu

stry

Ass

ocia

tions

Tour

ism

Ass

ocia

tion

Mem

bers

Tour

ism

Aus

tral

ia

Nat

iona

l Tou

rism

Acc

redi

ted

Busi

ness

es

SATC

Tra

de M

arke

ting

Part

ners

Even

ts S

outh

Aus

tral

ia (E

SA) —

Cor

port

ate

ESA

Ow

ned

and

Man

aged

Eve

nts

ESA

Spo

nsor

ed a

nd R

egio

nal E

vent

s

ESA

Eve

nt O

n-si

te S

igna

ge

Med

ia

Gen

eral

Pub

lic

SABB Logo ✓ ✓ ✓ ✓ ✓ ✓5 ✓ ✓6 ✓5 ✓ media.southaustralia.com.au

SABB Regional Logo ✓ ✓ ✓ ✓ media.southaustralia.com.au

GOSA/SATC Logo ✓1 ✓2 ✓4 ✓4 ✓4 ✓4 ✓5 ✓6 media.southaustralia.com.au

Events South Australia Logo ✓5

ADELAIIDE AUSTRALIA Signage ✓5 media.southaustralia.com.au

SATC photographs ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ media.southaustralia.com.au

SATC video footage ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ media.southaustralia.com.au

SATC Editorial copy bank ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ media.southaustralia.com.au

SATC maps ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ media.southaustralia.com.au

Trade advertising templates ✓ ✓ ✓ ✓ [email protected]

Full SABB brand identity ✓ ✓ ✓3 ✓ [email protected]

1 Not all SATC material is required to carry the GOSA/SATC logo. Please see page 29 for details.2 The GOSA/SATC logo is only required in the Regional Visitor Guides.3 Only when the item is being distributed or viewed outside of South Australia, and it is promoting South Australia as the place where a range of goods, services, experiences or

opportunities are promoted, full SA Brilliant Blend brand identity must be executed.4 Only required to show when SATC sponorship or suport is given.5 See page 30 for details.6 Where the event is televised nationally or internationally the ADELAIDE AUSTRALIA signage would be used.


Documents

SA Brilliant Blend Brand Identity Handbook