BRAND GUIDE
HELLO
WELCOME TO THE SQUARE MIRRABOOKA.
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OUR VISION
OUR VISION THE SQUARE MIRRABOOKA WILL BE THE FRIENDLY, SAFE CENTRE OF CHOICE FOR EVERYDAY SHOPPING, ENGAGING WITH THE ENTIRE COMMUNITY. The Square Mirrabooka brand, creative, language and tone must always reflect and communicate our vision. We are unique, we are welcoming, we are safe, we are your centre of choice - this is Us.
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OUR POSITIONING
GET TO KNOW US OUR BRAND ENCOMPASSES WHO WE ARE - IT CELEBRATES US, OUR STAFF, OUR RETAILERS, OUR SHOPPERS AND OUR COMMUNITY. Our brand has a unique character and voice - one that resonates with our community. We are authentic, welcoming, caring and thoughtful.
OUR BRAND TRAITS AUTHENTIC
WELCOMING
CARING
THOUGHTFUL
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AUTHENTIC
WE ARE AUTHENTIC We have a character and voice that speaks with our community. We are proud of who we are. We share real stories and imagery of who we are in our communication. We speak with our community, not to our community. We engage on a deeper level with the use of original content online, in our advertising, and in centre.
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WELCOMING
WE ARE WELCOMING We are your safe centre of choice. We are the centre of Us. We are a destination for you to eat, shop, laugh, and discover new and exciting things. We welcome you, your family and friends to spend some time with us.
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CARING
WE ARE CARING We care about our people and the environment around us. We care about the unique culture that surrounds us. We care about the special traditions that you celebrate. We want to know more about you. We care about you.
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THOUGHTFUL
WE ARE THOUGHTFUL We consider ‘Us’, in all that we do. We are always thinking of the diverse and rich community that we are in. Our stores are selected just for you. The atmosphere in our centre, and staff that we employ are all for you. Our seasonal messages and promotions are created with you in mind. We think of you, as we plan our future.
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THE LOGO
THE LAUNCH OF A NEW NAME DEMANDS A NEW BRAND IDENTITY.
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THE LOGO THE SQUARE, MIRRABOOKA LOGO DESIGN HAS BEEN INSPIRED BY THE DIVERSITY OF ETHNIC BACKGROUNDS THAT CONSTITUTE THE DEMOGRAPHIC MAKEUP OF THE PRIMARY, SECONDARY AND TERTIARY MARKETS THAT ARE SERVED BY THIS UNIQUE SHOPPING CENTRE.
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Arguably, The Square, Mirrabooka has Australia’s most diverse number of countries represented in its customer base with no less than 25. The squares in the square have been designed to graphically represent this level of cultural diversity. The colour palette of blue, white and grey has been chosen to deliver modernity, calmness, warmth and ultimately, deliver a focus on ‘The Square’ as the centre’s name. Mirrabooka is now the signature...or statement of place. Further, the graphic element of the multiple white squares in the blue square allows for interesting graphic interpretation both in signage and marketing extensions. Typographically, the fonts are not only contemporary but timeless. The dark grey of ‘The Square’ is the perfect contrast to the blue of ‘Mirrabooka’ that relates to the blue square of the logo icon block that simply represents the region the centre serves. A fine key line delineates between the two typographical statements providing an anchor to the type panel.
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05 THE LOGO
SAY HELLO TO YOUR NEW LOGO. WHO YOU ARE. WHAT YOU SAY. HOW YOU SAY IT. 05 PHOTOGRAPHY
05 TYPOGRAPHY
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AABC 12345
0 5 I M A G E T R E AT M E N T
05 GRAPHIC DEVICE
0 5 C O L O U R PA L E T T E
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VERTICAL & HORIZONTAL APPLICATIONS THE MASTER LOGO (CENTRED) VERSION should always be the priority logo in terms of usage however, in situations where the horizontal logo is best suited, the horizontal logo should be used. This is particularly relevant for the suite of signage – both exterior and interior – where architectural features or ‘logo opportunities’ will determine the usage format. The logo is only to be represented in its two colour version. THE HORIZONTAL LOGO should be used on a white background and only used when space restrictions are limited to horizontal areas.
MASTER LOGO
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HORIZONTAL LOGO
COLOUR & MONO VERSIONS The logo is only to be represented where possible in its two colour version (as shown in example 1) on a white background, or in mono either in black version to be used on a white background or in white which can be used on a coloured background. THE MASTER LOGO should be used on a white background only. THE MONO LOGO should be used on a white background only. REVERSED LOGO should be used on a coloured background only.
MASTER LOGO
MONO LOGO
REVERSED LOGO
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CLEAR ZONE The clear zone is the space immediately surrounding the logo. It allows the logo to stand apart. When uncluttered, it becomes clearly visible and authoritative. The clear zone has been marked around the two colour version of the stacked logo and is denoted by X. It should not be intruded under any circumstances. To establish the amount of space required the X refers to the width between the word ‘THE’ and ‘SQUARE’ in the stacked logo. The same clear zone is used in both the stacked and the horizontal logo. The space between the graphic square and the words ‘THE SQUARE’ in the stacked logo is measured using the space between the letter ‘B’ and ‘O’ in MIRRABOOKA. The space between the graphic square and the words ‘THE SQUARE’ in the horizontal logo is measured using the letter ‘M’ in MIRRABOOKA.
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DO’S & DON’TS DO’S
Logo to sit on white backgrounds or can sit on black at under 10% tint
This version can sit on either white or differing tints of black but none over 30%
This version can sit on either 100% black or differing tints of black but none under 30%
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DO’S & DON’TS DON’TS The examples below illustrate some of the most common logo application errors. By avoiding these errors, the integrity of the logo will be consistently maintained.
Do not alter the logo scale in any way
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Do not add any additional copy to logo
Do not box the logo in any background colour
DO’S & DON’TS DON’TS The examples below illustrate some of the most common logo application errors. By avoiding these errors, the integrity of the logo will be consistently maintained.
Do not place logo on images
Do not put an outline around logo
Do not angle or crop logo
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COLOUR
PRIMARY COLOURS COOL BLUE
MONO THE MONO COLOURS ARE PANTONE 424C AT 100% ONLY AND WHITE
SECONDARY COLOURS COOL GREEN
WARM PURPLE
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MIRRABOOKA BLUE Blue is one of the colours that we are exposed to the most on a daily basis, which makes it a colour that we feel comfortable, relateable and secure with. Apple chose this colour when it launched the new look bubble imacs at the beginning of 2000’s. It was selected because it symbolised fresh thinking and was the colour to represent the new millennium.
SECONDARY COLOURS The secondary colour palette was derived from colours found in rich textiles and handicrafts based on our multicultural customer base. These have the same tonal value and strength of the primary colour as all three make up the dominate colour mix.
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COOL COLOUR MEANING - Tranquility. Understanding. Truth. Peace. Wisdom PANTONE 632C C93 M2 Y13 K6 R0 G155 B187 WEB #009999
MONO COLOUR PANTONE 424C C0 M0 Y0 K70 R111 G111 B111 WEB #706f6f
COOL COLOUR MEANING - Restful. Growth. Healing. Sharing PANTONE 376C C56 M0 Y100 K0 R125 G194 B66 WEB #7dc242
WARM COLOUR MEANING - Compassion. Honour. Harmony PANTONE 376C C56 M0 Y100 K0 R125 G194 B66 WEB #7dc242
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A SUPPORTING COLOUR PALETTE HAS BEEN CREATED TO ADD DEPTH TO THE SQUARE MIRRABOOKA BRAND. The influence for this colour selection are exotic spices, textiles and decoration that resonate with our demographic. These colours can be added to promotional and marketing material to add depth and layering, while complementing the primary and secondary dominant colours. These colours are softer to add a calming element to the energetic primary and secondary colours. These colours are only to be used with the primary and secondary colours and not on there own.
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PRIMARY, SECONDARY & SUPPORTING COLOUR COMBINATIONS Creating a mix and match colour system create longevity and doesn’t allow the primary and secondary colours to burn out. It also uses an ethnic / mutlitciultral element adding to an overall modern look and feel.
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TRANSPARENCY
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CORPORATE IDENTITY TYPOGRAPHY
TYPOGRAPHY The Square at Mirrabooka corporate identity includes two font families Helvetica Neue Condensed Bold and Helvetica Neue 57 Condensed, each with specific usage. The following examples show the choice of weights available for typography. Do not expand or condense any of these typefaces.
HELVETICA NEUE CONDENSED BOLD. THIS FONT IS USED IN THE LOGO TYPE AND IS TO BE RESTRICTED TO LOGO USAGE ONLY.
Helvetica Neue Condensed Bold ABCEDEFGHIJKLMNOPQRSTUVWXYZ abcedefghijklmnopqrstuvwxyz HELVETICA NEUE 57 CONDENSED. THIS FONT IS USED IN THE LOGO TYPE AND IS TO BE RESTRICTED TO LOGO USAGE ONLY.
Helvetica Neue 57 Condensed ABCEDEFGHIJKLMNOPQRSTUVWXYZ abcedefghijklmnopqrstuvwxyz
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CENTRE SIGNAGE TYPOGRAPHY
FRUTIGER 45 LIGHT
Frutiger 45 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRUTIGER 55 ROMAN
Frutiger 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRUTIGER 65 BOLD
Frutiger 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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GRAPHIC DEVICE
GRAPHIC DEVICE GRAPHIC DEVICE – WATERMARK LOGO A watermark has been introduced to punctuate, highlight or create patterns. A series of watermarks have been created and may be used in the design o corporate collateral, signage and ambient media.
Watermark examples Using the square graphic. Usage – signage and ambient.
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IMAGE STYLING
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CAMPAIGN MESSAGES & PARAMETERS
us CHARTER
Charter Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz This font face is only to be used in conjunction with the word ‘Us’. The purpose of this is to differentiate the text information between corporate and campaign material, as the Us is a concept that will be carried out in marketing campaigns and not corporate branding.
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THE COLOURS OF US THE PRIDE OF US THE COOLNESS OF US THE STYLE OF US THE DIFFERENCE OF US THE HOME OF US THE MAGIC OF US THE SPIRIT OF US THE LOVES OF US THE FLAVOURS OF US THE UNIQUENESS OF US THE POWER OF US THE MANY FACES OF US THE FUN OF US THE VARIETY OF US THERE’S NO ONE LIKE US THE MULTICULTURALISM OF US
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O T E M O C WELENTRE OF C E H T
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COLLATERAL
ARTWORK ROLL-OUT The following artwork examples display common applications of logos, colours and typography for the new The Square Mirrabooka identity, keeping in line with style guidelines to maintain brand integrity.
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IN-CENTRE COLLATERAL Example of A4 portrait Retailer Counter Cards for the centre.
R E V O DISC ITH ALDI W
us
ASK US ABOUT OUR SPECIAL ALDI OFFER! The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au 50 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E
DISCOVER ALDI WITH OUTDOOR COLLATERAL
us
Example of Busback artwork to display new branding.
OPENS 8 JUNE thesquaremirrabooka.com.au
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BACK
FRONT
VER DISCO EW THE N
VER DISCO EW THE N
us
us
DIRECT MAIL An 8-page square booklet to inform customers of the exciting change coming to The Square Mirrabooka. Nb: Please note based on recent meeting this DM is being re-worked to 4 panels.
INSIDE SPREAD
WELCOME TO THE CENTRE OF
us
At The Square Mirrabooka, we know there’s nowhere like us. Here, cultures, flavours, styles and families all come together to make us a very special place to visit. It’s something we’re extremely proud of, and are excited to have encapsulated in our bright new logo!
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INSIDE SPREAD
ALDI GRAND OPENING 8 JUNE AT THE SQUARE MIRRABOOKA
DISCOVER ALDI WITH
us
Join us on 8 June for the long awaited Grand Opening celebrations of ALDI. There’ll be face painting, balloonologists, stilt walkers, TOTE bag giveaways, plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI!
INSIDE SPREAD
$1000 GIFT CARD
us CELEBRATE WITH
us
LAUNCH OF ALDI FUN! 4 Face painting! 4 Balloonologists! 4 Stilt walkers! 4 TOTE bag giveaways!
us
DISCOVER & WIN!
ON
With over 100 specialty stores, as well as Coles, Woolworths, Big W, Kmart, and an upgraded food court, there’s so much to discover at The Square Mirrabooka! And right now, you could WIN one of our all-new gift cards to the value of $1000 just by taking a fresh look at us! Simply collect your competition card at ALDI, then get it stamped by shopping at ALDI + two other retailers and you’re in the draw! Entry barrels located at Coles and Big W entrances. The Square Mirrabooka - The Centre of Us.
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SEE YOU AT THE SQUARE MIRRABOOKA
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