brand guidelines - taurangaecontent.tauranga.govt.nz/data/a-z/files/brand_manual_2016.pdf · 1 this...

Tauranga Moana Our Place Tauranga Tangata Our People

Brand GuidelinesCORPORATE


CONTENTSIntroduction 1

The logo / colour 2

Logo formats – portrait and landscape 2

Alternative versions of the TCC logo 3

Colour specifications 4

Secondary colour palette 5

Supporting elements ‘The Swish’ 6

Sub-branding / Additional logos 6

- departmental logos 6

- venues and locations branding 7

- ‘enhanced’ branding – promotions & campaigns 7

Where to find our logos 8

Website branding and style guidelines 8

Tauranga City Council Website 8

Social Media 8

Fonts 9

Templates and examples 10

Powerpoint 10

Stationery and advertisements 11

Signage 12

Vehicles 12

Other guidance 13

Corporate uniforms 13

Electronic (email) signatures 13

Contact 14

1

This Tauranga City Council brand identity guide has been designed to present the latest guidelines and rules for the visual identity of the Tauranga City Council corporate logo and brand.

It is essential that the integrity of the Tauranga City Council corporate logo is maintained at all times. By using the logo, name, colours and type faces consistently in our communications and operations we will continue to build recognition of who we are and what we stand for.

This identity guide sets out the graphic standards for the various applications and uses of the logo.

Whilst the integrity of the logo and brand is our first priority it is also important to retain some flexibility with its usage without compromising the core identity. Any variations to the use of the logo in this guide or master artwork will require prior approval of the Communications Manager. Copies of the guide and associated electronic formats can be obtained from the Communications Department.

INTRODUCTION TO THE TAURANGA CITY COUNCIL BRAND

2


LOGO FORMATS

The Tauranga City Council logo is made up of the icon and wordmark. The symbol includes the image of Mount Maunganui, land and waterways to illustrate Tauranga’s surrounding areas and the swirl gives the icon the strong sense of direction.

The Tauranga City Council colours are yellow, teal, blue and black. The teal and blue represent the close association the Tauranga area has with the land, ocean and waterways and yellow the warm climate to reflect positivity and Tauranga’s outdoor lifestyle.

The Tauranga City Council logo has two formats to be applied to suit its application. Tauranga City Council logo (portrait format) – preferred use. Tauranga City Council logo (landscape format) recommended for use on a landscape background or where a minimum size is required.

Do not distort or change the proportions of any of the elements of the Tauranga City Council logo. Always reproduce the logo from approved master artwork.

PORTRAIT

Icon

Customised wordmark

LANDSCAPE

MINIMUM SIZE

12mm 20mm

3ALTERNATIVE VERSIONS

Where possible, the Tauranga City Council logo should be displayed in colour on a flat white background. If the standard colour logo is not appropriate, some alternative versions are shown here:

BLACK AND WHITE / SINGLE COLOUR

Single ColourWhen reproducing the Tauranga City Council logo in single colour the darkest colour should be used if the corporate colours are not being used – alternatively Pantone 285 Blue or black should be used.

Two ColourThere are no two colour options – the single colour application is to be used if the logo isn’t being produced in its corporate colours.

Light BackgroundNote: White keyline around icon and solid black wordmark.

Dark BackgroundNote: White keyline around icon and white wordmark (reverse type)

THREE COLOUR

Three ColourWhen reproducing the Tauranga City logo in three colour, the outlined icon should be used with the logotype in either blue or white to suit the dark or light background.

4


COLOUR SPECIFICATIONS

Mauao / Land – Solid Teal – PMS 322

Sand / Sun – Solid Yellow – PMS 120

Sea – Solid Blue – PMS 285

Sky – Blue Gradient from 100% PMS 285 to 30% PMS 285

Wordmark – Black (“City” – 60%)

BlackPantone Black

CMYK (Print) C=0, M=0, Y=0, K=100

Resene Paint Black

Graphical Vinyl TAURANGA - Black CITY-Avery 960 QM Dove Grey

BluePantone 285

CMYK (Print) C=91, M=43, Y=0, K=0

RGB (Website) R=0, G=87, B=155

Resene Paint Mariner

Graphical Vinyl SEA – Avery 935 QM Intense Blue SKY – Calon 31 Ocean Blue (No Gradient)

YellowPantone 120

CMYK (Print) C=0, M=6, Y=56, K=0

RGB (Website) R=255, G=227, B=132

Resene Paint Energy Yellow

Graphical Vinyl Calon 105 Lemon Yellow

TealPantone 322

CMYK (Print) C=100, M=0, Y=38, K=30


Resene Paint Retro

Graphical Vinyl Calon 53 Bahama Blue

5

Mauao / Land – 100% Black

Sand / Sun – 15% Black

Sea – 100% Black

Sky – Gradient from 100% to 30% Black

Wordmark – Black (“City” - 60%)

In colour applications it is important that the identities are clear and distinctive. There should be as much contrast as possible between the identities and their backgrounds to allow for maximum legibility.

!

SECONDARY COLOUR PALETTE

A secondary colour palette provides the opportunity to use colours other than those used in the logo to extend the versatility of promotional material while maintaining an overall cohesive image.

These colours have been chosen to extend the fresh, vibrant feel of the logo.

OrangeCMYK (Print) C=0, M=45, Y=100, K=0


LimeCMYK (Print) C=30, M=0, Y=100, K=0


65% CyanCMYK (Print) C=65, M=0, Y=0, K=0


Burnt OrangeCMYK (Print) C=0, M=60, Y=100, K=0


Dark LimeCMYK (Print) C=45, M=0, Y=100, K=0


Pure CyanCMYK (Print) C=100, M=0, Y=0, K=0


6


SUPPORTING ELEMENTS

The Swish

The Tauranga City ‘swish’ graphic brings a fun, dynamic environment to our branding.

Fantastic for adding impact to, and personalising brochures, signage and other marketing collateral. The swish is also used as a footer for the corporate stationery.

The ‘swish’ can be found in Objective by searching ‘Tauranga City Council swish’ or Objective ref. A4628190.

Tauranga City Council91 Willow Street, Private Bag 12022, Tauranga 3143, New Zealand Phone 07 577 7000 Fax 07 577 7193 Email [email protected] www.tauranga.govt.nz

SUB-BRANDING / ADDITIONAL LOGOS

Departmental logos

While the creation of additional department logos is discouraged, for an activity area, a descriptor (byline) can be added to the logo for use on departmental uniforms, brochures, advertising etc.

The request for any additional logos must be sent to the Group Communications Advisor or the Communications Manager.

Current bylines include:

• Libraries

• Airport

• City Waters

CITY WATERSLIBRARIES

7

Venues and locations branding

Projects or facilities that already have a ‘name’ (eg. Baycourt, Historic Village, Mount Beachside Holiday Park), have their own logos. The request for any additional logos must be sent to the Group Communications Advisor or the Communications Manager. The Tauranga City Council logo must also be present in the identity/on collateral.

Approved Tauranga City Council joint logos are as follows:

Promotions and campaigns – ‘enhanced’ branding.

Selected council promotions and campaigns can have their own logo, subject to the agreement with the Communications Team.

A promotion or campaign is defined as a specific piece of communications activity carried out by Tauranga City Council and, where relevant, its partners. Promotion and campaign logos must always be used in conjunction with the Tauranga City Council logo, which must appear on all collateral. Examples of this are:

A TAURANGA CITY COUNCIL SERVICE

8


WHERE TO FIND OUR LOGOS

TCC Logo

The Tauranga City Council logo (colour and greyscale versions) can be downloaded directly from:

• Tauranga City Council website (www.tauranga.govt.nz) – search ‘branding’ or ‘logos’

• Insider – search ‘logos’

• Objective – Search ‘Tauranga City Council Branding - Corporate Identity - 2012’ or Ref. fA480532

Departmental / Joint Branded / Enhanced Branding

Contact your Communications Advisor or the Communications Manager.

TAURANGA CITY COUNCIL WEBSITE

SOCIAL MEDIA

Basic branding, design and style guidelines for Tauranga City Council websites are available in the Online Services Administration Procedure document.

This document can be accessed via Insider or Objective.

• Insider – Corporate Info – Policies and Procedures – Administration Policies and Procedures

• Objective – Online Services Administration Procedure – Ref. A3631762

A policy and procedures for social media management at Tauranga City Council are available.

These documents can be accessed via Insider or Objective.

• Insider – Corporate Info – Policies and Procedures – Administration Policies and Procedures

• Objective – Social Media Management Policy – Ref. A6380186

WEBSITE BRANDING AND STYLE GUIDELINES

9

Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/.,:;”’{}[]<>

Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/.,:;”’{}[]<>

Helvetica Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/.,:;”’{}[]<>

Helvetica Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/.,:;”’{}[]<>

Helvetica Condensed Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/.,:;”’{}[]<>

Helvetica Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/.,:;”’{}[]<>

Helvetica Extended Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/.,:;”’{}[]<>

Helvetica Extended Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/.,:;”’{}[]<>

The main typefaces chosen for use within the wider Tauranga City visual Identity are – Helvetica Neue, Helvetica Condensed and Helvetica Extended.

The typefaces complement the identities and their use will assist in projecting a consistent image.

Minimum point size for body copy is 8 point (exceptions outside of newspaper should be approved).

Substitute Typefaces In situations where the preferred typefaces are not available, please use Arial Narrow.

The following typefaces must be used in all Council correspondence:

Arial 11 or 12 – Reports, correspondence

Arial 11 – condensed if space is an issue

Arial bold – headings

Arial 10 – Email content

Arial, Helvetica, Verdana, sans-serif 13 – website and web publishing

Colours

Body copy is usually 100% black or 75% black. Headings are usually PMS 285 Blue, or 75% PMS 285 Blue.

FONTS

10


TEMPLATES AND EXAMPLES

Two corporate powerpoint templates have been produced to ensure visual consistency and should be used for all our presentations. These templates should be used for both internal and external presentations.

These can be accessed via Insider ‘Form and Templates’ or Objective.

Insider – Corporate Info – Forms and Templates – search ‘Powerpoint’

Objective

• TCC Powerpoint Template with images 2010 – Ref. A5542159

• TCC Powerpoint Template without images 2010 – Ref. A6193799

Powerpoint presentations should be reviewed by your Personal Assistant or a Communications Advisor before they are presented.

The template with the photos along the bottom is for use with power points that are words only. The template with the blue wavy lines is for power points that have graphs, figures, pictures or photos on them.

When using power points the following guidelines apply:

• Arial font size 18 and above (and over 28 point for headings)

• One major heading per slide

• Maximum of six points per slide (use another slide if your list is longer)

• Maximum of six words per point

• Black only for writing on power points

• Remember – less is more!

POWERPOINT

11STATIONERY AND ADVERTS



with compliments

Tauranga City Council

91 Willow Street, Private Bag 12022,

Tauranga 3143, New Zealand

P 07 577 7000 M 021 XXX XXXX

E [email protected]

Kathryn Lang

Corporate Communication Coordinator

www.tauranga.govt.nz

Job TitleSubheading

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Applications close: 5:00pm, Friday 24 July, 2015.

A talented and innovative city full

of opportunity

A city of great spaces, places and

environments

A city with heart and soul

Compliments slip

Letterhead

Business card

Seek online recruitment template Public notice newspaper template

12


SIGNAGE

Signs give our customers an easy and quick way to identify a council building or service. They must give a professional and consistent image for the council.

The following examples demonstrates the basic principle in the design of signage. It is important that any signage produced is consistent in its appearance and design to maximise impact and accessibility.

Please contact the Communications Team for advice and to have your sign professionally designed.

VEHICLE SIGNAGE

All council vehicles should carry the council logo on both sides and include the phone number and website address at the rear.

Anything else should be an exception and agreed by your Group Communications Advisor and the Communication Manager before any production begins.

13

GUIDELINES FOR CORPORATE UNIFORMS

Principles

• It is essential that the integrity of the Tauranga City Council brand be maintained at all times.

• Using the logo, colours and fonts in uniforms must be consistent with this guide.

• For an activity area, a descriptor (byline) can be added to the logo for use on departmental uniforms.

• A project or facility that already has a ‘name’ (eg. Baycourt, Historic Village, Mt Beachside Holiday Park), may use its own logo but only in association with a Tauranga City Council logo – and never just on its own.

• All branding must be done professionally.

• All staff work who for Tauranga City Council, while wearing a corporate uniform, are official representatives of Tauranga City Council.

Guidelines

The corporate uniform decided on by any group or team must be funded from within that group or team. Guidelines about specific items of uniform and replacement are negotiated within individual teams.

Approval of the Communication Manager or Group Communications Advisor for the final design of the uniform branding is required.

Common sense is required when wearing the uniform in situations other than the specific delivery of your role.

Any questions on these guidelines can be directed to the Communication Manager.

OTHER GUIDANCE

ELECTRONIC (EMAIL) SIGNATURES

Email signatures must use the Arial and use the following layout:

Aimee Driscoll | Communication Manager

Tauranga City Council | 07 577 7299 | 027 807 8874 | [email protected] | www.tauranga.govt.nz

The colour of the senders name can be chosen from the Tauranga City Council primary colour palette. Remaining text is grey. ‘Backgrounds’ and colours outside of the Tauranga City Council primary colour palette must not be used.

This document is property of: Tauranga City Council Communications Department91 Willow Street, Private Bag 12022, Tauranga 3143, New Zealand Phone 07 577 7000 Email [email protected] www.tauranga.govt.nz

CONTACTCommunications Team

The communications team can provide advice or guidance to Tauranga City Council departments on all aspects of branding, print and design.

They can recommend designers, photographers and printers who are familiar with the Tauranga City Council’s corporate branding and style.

brand guidelines - taurangaecontent.tauranga.govt.nz/data/a-z/files/brand_manual_2016.pdf · 1 this...

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