BRAND GUIDELINES ELLING TORY

Transcription

1 BRAND GUIDELINES ELLING UR TORY 1

2 CONTENTS PART ONE Our Story Project objectives Background Positioning The idea Our story Our values Applications PART TWO Identity Guidelines Core mark Clearspace & minimum size Co-branding Logo formats Don ts Colour Typography Statements Messaging Tone of voice Imagery guide Contact details

3 E RE MBI PROJECT OBJECTIVES Northland is a unique region where a vibrant, spirited regeneration is taking place. We are ambitious we want to be recognised within five years as the top performing regional economy, as a leading destination for visitors, as a frontrunner in sustainable business development and champions of Maori business success. A clear vision creates effective governance that drives unified actions. Those actions will effectively position Northland as a desirable place to live, work and invest. This has driven the creation of a consistent and compelling identity and story to help us express and deliver on our vision. 3

4 2 CONSULTATION Many presentations to, and meetings with, key stakeholders and project participants. 3 AUDITS Visual and proposition audits of both Northland and regional competitors. BACKGROUND To really get to the bottom of what makes Northland tick, we had to do our research. We went out into the community, explored local beaches and solicited insight and opinion from some of the people who know our place best. We garnered valuable insights from numerous workshops, surveys, interviews and consultation. Alongside this, we combined expertise in place branding with national competitor reviews and international best practice - all inputs in forming the development of our brand. 1 DESK RESEARCH Comprehensive benchmarking and desk research, including Northland strategic planning documents. 4 WORKSHOPS Three regional workshops were held - 34 participants. 6 5 SURVEYS Vox pop surveys conducted in Auckland and Wellington 100 answers. INTERVIEWS Internal and external interviews with 15 individuals. 4

5 POSITIONING In the past we talked about Northland with reference to our unique scenery and iconic landmarks... like almost every other New Zealand region. Northland has so much more to offer - we needed to lift the mighty North back up to where it belongs. So... WELCOME TO NORTHLAND. NEW ZEALAND S FIRST REGION OF NEW THINKING AND POTENTIAL. This is a clear shift in how we talk about ourselves and how we act. It enables us to achieve our dreams for the place and invites others to join us. Come on up - the water is warm! 5

6 THE IDEA NORTHLAND IS A PLACE OF We empower the possibilities of the North by protecting the spirit and presence of the place. We enable the region with infrastructure and organisation. We build on and celebrate a collective spirit. MPOWERING OSSIBILITIES 6

7 OUR STORY NORTHLAND IS A PLACE WHERE YOU ARE FREE TO BE YOUR BEST. AN ENVIRONMENT THAT IS OPEN TO NEW IDEAS AND ENCOURAGES NEW GROWTH. A POWERFUL PLACE AND SPACE, WITH STRONG FOUNDATIONS AND AN INDEPENDENT SPIRIT. TO LIVE HERE IS TO JOIN A SUPPORTIVE COMMUNITY WHERE YOU ARE FREE TO LIVE YOUR WAY, EMPOWERED TO REALISE YOUR POTENTIAL AND SUPPORTED BY A CULTURE THAT IS FOCUSSED ON BUILDING A REGION FULL OF POSSIBILITIES FOR ALL. 7

8 OUR VALUES 1 WE ARE OPEN MINDED An open land that inspires open minds. A proud history we respect and draw on, strength that gives us belief in what s possible. A region with depth and significance, in a place that feels invigorating. 8

9 OUR VALUES 2 WE ARE ENTER PRISING Northlanders are people with initiative, who make things happen, simply and quickly. Not tolerating the excuses. An economic and physical environment that enables Northlanders with the tools they need to succeed. 9

10 OUR VALUES 3 WE BELIEVE IN PARTNER SHIP With a shared set of values, Northlanders work together for each other and the good of the region. A place where you are part of something bigger. A sense of belonging to a community and a role to play in the regeneration of Northland s future. 10

11 HOW APPLICATIONS WE EXPRESS IT: SIGNAGE MERCHANDISE 11

12 BILLBOARDS BROCHURES WEB STREET BANNERS 12

13 EVENTS PROMOTION LIFE S TOO SH ADSHELLS BUSINESS PARK HOARDING 13

14 IDENTITY GUIDELINES SING UR YSTEM 14

15 CORE MARK This logo forms the centre of our brand a reference point and presence in all applications of the Northland identity system. POSITIVE REVERSED CLEARSPACE When using the core mark without locked up statements, don t put any other objects in this space. Use the height of the N from NORTHLAND as a guide. MINIMUM SIZE To ensure legibility of the logo it should never appear smaller than 25 mm wide. 25mm 25mm 15

16 CO-BRANDING Use these size and spacing rules when locking the core mark up with partner identities. Size is the key here. LEAD PARTNERSHIP APPLICATION EXAMPLE Use a coloured bar with the same width as the stem of the T in FIRST to divide the logos, and the N from NORTHLAND as a guide for distance. The partner logo should be the same height as the word NORTHLAND. Taglines attached to the partner logo may hang below the baseline. EQUAL PARTNERSHIP The top of the partner logo should line up with the top of the word ZEALAND S. SECONDARY PARTNERSHIP The partner logo should be the same height as the entire Northland logo. 16

17 LOGO FORMATS STACKED Use this version of the core mark wherever possible. HORIZONTAL Use this version whenever the core mark needs to fit into a long narrow space. HOARDING This version should only be used on hoardings at events Northland is supporting. GRAYSCALE REVERSED GRAYSCALE POSITIVE REVERSED POSITIVE DON TS Don t squash, stretch or redraw the core mark in any way. Don t recolour the core mark, or add any extra elements (keylines, shadows, etc). Don t put the core mark on to a busy background where it can get lost. 17

18 COLOUR This colour palette reflects the bold and confident spirit of our brand. As always, blue represents Northland as a region and with black and white forms the core colour range of our brand. However we encourage the use of our promotional palette as it suits when we express our brand. CORE PMS 2925C C=85 M=24 Y=0 K=0 R=0 G=150 B=215 PROMOTIONAL Black White PMS 266C C=79 M=90 Y=0 K=0 R=90 G=64 B=153 PMS 192C C=0 M=100 Y=68 K=0 R=237 G=24 B=73 PMS116C C=0 M=16 Y=100 K=0 R=255 G=210 B=0 PMS 319C C=52 M=0 Y=19 K=0 R=113 G=203 B=210 PMS 194C C=0 M=100 Y=64 K=33 R=171 G=6 B=53 PMS 152C C=0 M=51 Y=100 K=1 R=243 G=144 B=29 18

19 TYPOGRAPHY A custom typeface has been created for the Northland brand, for use in large headings and messages. It can be set manually in a vector editing program or DIN Condensed Black may be used instead. FF DIN is our secondary typeface, for use in body text, captions, sub-headings and so forth. It is available in a wide range of weights which allows for versatility when designing. CUSTOM TYPEFACE Correct letter & line spacing Letter & line spacing that is too tight Letter & line spacing that is too wide DIN CONDENSED BLACK ABCDEFGHIJKLMNOPQRSTUVWX YZabcdefghijklmnopqrstuvwxyz FF DIN LIGHT ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmno pqrstuvwxyz FF DIN REGULAR ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmno pqrstuvwxyz FF DIN MEDIUM ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmno pqrstuvwxyz FF DIN BOLD ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz FF DIN BLACK ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz

20 STATEMENTS The brand has been designed to be flexible, and this set of messages which incorporate the word Northland can be used in many different contexts when promoting our region. Please don t modify or change the colour or structure of these lockups. See the Applications section for examples of how they can be used. Northland is a place where you have freedom and space to breathe, and the statements no limits and relax reflect this. They should be used to promote Northland as a place to live. Life s too Short promotes Northland as a place to visit, challenging potential visitors to make the most of what Northland has to offer. It can be incorporated into a larger message, for example Life s too short for small fish. My homeland and local are messages for Northlanders to take pride in. They are best used on merchandise and other instances where we are communicating with those who call Northland home. Open spaces and open minds and opportunity are messages which we use to promote Northland as a place to do business, reflecting our openness to new ideas and potential. 20

21 MESSAGING When it comes to Northlanders, we say what we mean. The voice of our brand is friendly, crisp, clear and confident. Our vernacular is often local to our area and history - we re proud of who we are! We like words that are uplifting: FIRST POTENTIAL BEST SUCCESS OPPORTUNITY ENTERPRISING INVENTIVE OPEN MINDED ENABLING CHAMPION POSSIBILITY GROWTH IDEAS We like words that evoke our way of life: WELCOME BALANCE COMMUNITY FREEDOM HOME WARM LAND FOUNDATION STRONG INDEPENDENT SPIRIT HERITAGE We like words that are playful and express our identity: MAXING & RELAXING SLIP SLOP SLAP KIA ORA HAERE MAI CHOICE SWEET CHILL OUT TUCK IN LEGEND 21

22 TONE OF VOICE WE LIVE IN A REGION CHOCK FULL OF BEAUTIFUL LAND- SCAPES, INNOVATIVE BUSINESSES AND AMAZING PEOPLE. Northland is a warm and open place so is the language we use in our communications. Direct and simple, but with a warm twist. Northland is the first region of New Zealand. In 1840, we were the first to create a historic partnership between our two peoples, Maori and Pakeha. But we didn t stop there. Today we continue to be first in our business opportunities, our balanced lifestyles and our strong sense of community. Here you ll find the chance to live, work and play. The language we use is youthful and has an energy about it that is engaging and memorable. COME HERE AND YOU LL FIND THE WARMEST CLIMATE IN THE COUNTRY. OKAY, YES IT RAINS SOMETIMES, BUT YOU LL GET THAT IN A SUB-TROPICAL CLIMATE, AND THAT RAIN HELPS BEAUTIFUL FRUIT AND PRODUCE TO GROW. WE DON T DO SNOW OR SUB- ZERO TEMPERATURES, SO YOU WON T NEED TO PACK YOUR FULL-LENGTH WINTER COAT. Always informative but never dull, there s a Northland way to how we tell our story. A style never too earnest or bland. WE HAVE A SMALL POPULATION SO IF SPACE IS WHAT YOU RE AFTER WE VE GOT PLENTY OF THAT. BUT, IF YOU FIND YOU ARE CRAVING THE MASSES AND NEED TO JOSTLE WITH THE CROWD, AUCKLAND IS ONLY A SHORT DRIVE AWAY. We re not afraid of talking up what s next door, as who and what we live close to defines who we are. 22

23 NO IMAGERY The Northland brand is primarily about people and their potential. Therefore our imagery should focus on people within Northland environments and locations. People Poses and situations should be candid, not forced or contrived. Preferably subjects aren t facing the camera. People should be real, not idealised. Composition Use lots of sky in composition this provides an area for text and also gives a sense of freedom and open space. Colour Colour and lighting is warm but not saturated or too bright. This gives a more natural and real feeling and also enables the bright colours in the typogaphy to stand out against it. YES 23

24 IMAGERY In some instances it will be appropriate or necessary to use photography that features objects or landscapes. Landscapes Again, give a sense of openness and freedom in the imagery. Panoramic imagery with lots of sky, like the photo below, works well to reflect the Northland environment. Objects Keep the composition and subject as simple as possible, with lots of open space around the focal point of the photography. 24

25 CONTACT For more information on the Northland brand and it s usage please contact: Enterprise Northland Brand Manager Phone (09) Fax (09) info@enterprisenorthland.co.nz 25