Version 1.0 | May 2015
Contents 3
Your Margaret River Region
8
Your Mark
9
Logo
– architecture
10
– alternatives
11
– colour
12
– mono
13
– simplified
14
– line-art
15
– do not
16 Your Type 17 Type – general 18
– Microsoft alternatives
19
– display
20 Your Colour © Margaret River Busselton Tourism Association 100 Bussell Highway Margaret River WA 6285 Australia
21 Colour – primary 22
– secondary
23 Your Look
Tel +61 (0)8 9752 5800
24
Textures
margaretriver.com
25
Layering
3
Welcome to Your Margaret River Region Located 250 kilometres from Perth in Australia’s spectacular South West, the Margaret River Region is the most visited regional destination in Western Australia. Geographically defined by the boundaries of the City of Busselton and the Augusta Margaret River Shire, the area welcomed more than a million visitors in 2014. The region is an enticing mosaic of pristine natural wonders, premium wineries, relaxed microbreweries, world-class restaurants, spectacular beaches, towering forests, inspirational artisans and warm and friendly locals. From the tranquil waters of Geographe Bay in the north, down the ancient cavecarved Leeuwin-Naturaliste Ridge, through the picturesque vineyards and karri forest of the heartland, to the desolate beauty of Cape Leeuwin in the south, it is a place of splendid diversity and contrast.
For more than 50 years, destination marketing has been the responsibility of two memberbased Local Tourism Organisations (LTOs), the Augusta Margaret River Tourism Association and the Geographe Bay Tourism Association. This has resulted in a fragmented approach to destination branding. In response to tourism operators frustrations, a Regional Marketing Group was formed to champion a regional brand. Extensive industry consultation and due diligence by the Boards of the Associations saw the decision to form a new LTO, the Margaret River Busselton Tourism Association, endorsed almost unanimously by members in November 2014. July 1, 2015 marks the beginning of a new era in tourism as we share Your Margaret River Region with the world.
Cape Naturaliste
Yallingup
Busselton
Cowaramup Gracetown Margaret River Prevelly
Augusta
Cape Leeuwin
4
“IT’S YOURS”
SOCIABLE
WHAT WE VALUE
C
DIVERSITY
IVE AT RE
CK
rugged without being rough. We have a general enthusiasm for life and for the region and are courageous in everything we do.
A DN R OU
E
THENTICITY U A
CTIONS NNE O C
PR I S TI N
SOCIABLE
NTUROUS E V D A
HO W
WE AC T
Our personality;
We are welcoming and friendly; it is in our nature to share and extend the hand of friendship to all that visit our region. We are a place where people can make their own, lifelong memories. We enjoy engaging with visitors and sharing what Your Margaret River Region has to offer. Above all, we thrive on the company of others, and we encourage all to participate in our diverse offerings.
LAID BACK CREATIVE We are naturally progressive, excited by new ways of thinking and committed to playing our part. When we engage in what we are naturally suited to do, our work takes on the quality of play and it is play that stimulates our creativity and that, in turn, is experienced by visitors to our region. We are expressive, artistic and encourage creativity, without being loud and in your face. We draw inspiration from our surroundings, culture and heritage to continually express who we are as a region.
ADVENTUROUS We’re up for it; whether it be walking the Cape to Cape Track or kayaking down the river, we are always up for the adventure. It’s a place where people can pursue their dreams. We are wild at heart and eager to discover; constantly curious about our natural landscape and surroundings. We are outdoorsy and
Our sense of fairness and easygoing attitude makes visitors to our region feel welcome and at ease. Whilst we are relaxed and laid-back in nature, we take the things we pour our blood, sweat and tears into seriously. We are proud but not boastful. The quality of our produce, the purity of our land and the way in which we feel secure that we ‘gotit-right-here’ creates a great place to visit.
LAI D BA
5
DIVERSITY
WHAT WE VALUE
IVE AT RE
THENTICITY U A
“IT’S YOURS”
C
CK
the pristine
A DN R OU
PR I S TI N
SOCIABLE
CTIONS NNE O C
E
A
NTUROUS E DV
HO W
We value; WE AC T
We are grateful to live amongst the most spectacularly pristine landscape. Above all, we treasure our region’s rich heritage and the natural environment. We constantly think about how we can honour, protect and maintain what we have, to ensure that it stays untouched for our visitors into the future. Peace and tranquility, fresh air and open landscapes, pristine coastlines with aqua blue waters, coupled with the natural beauty of Your Margaret River Region set the scene for unforgettable healthy and natural experiences.
diversity authenticity Authentic to us means that we are true to who we are, to our natural environment, and to our heritage. We’re the sum of our parts and our past. We are the product of our days on this land. It’s about the way we think, and the way we live. From our country charm and raw rugged land, to our locally grown produce, Your Margaret River Region offers unique and authentic experiences for everyone.
CONNECTIONS Understanding who we are and what matters allows us to openly and confidently interact with others to build better connections with our visitors here at home, around Australia and across the world. Being sure of what we stand for and what matters allows us to connect with others to build better relationships in our local community and in our wider region. This in turn supports the visitors who come to experience the wide variety of offerings in our region.
We are more than a wine region, or a place to go surfing. We have plenty to offer and an abundance to share with anyone who is willing to visit us. Your Margaret River Region is full of complexity and diversity; which is what makes us truly unique and special. There is richness in our diversity; we believe that this is what sets us apart. From our spectacular beaches to the natural forests and wildflowers, food indulgences and rich maritime heritage, we embrace everything that our region has to offer.
LAI D BA
Vintage / Harvest
Art Galleries Festivals
A DN R OU
“IT’S YOURS” DIVERSITY
Wine & Wineries
WHAT WE VALUE
IVE AT RE
THENTICITY U A
Wine Tasting
Arts & Wellbeing
Shopping Art Studios Museums Aboriginal Culture Wellness (Spas) Yoga / Meditation
C
CK
CTIONS NNE O C
Vineyards
PR I S TI N
SOCIABLE
Cellar Doors
NTUROUS E DV
E
A
6
HO W
Heritage
WE AC T
LAI D BA
Coastal views
We offer;
The Capes Flora & Fauna Caves
“Choose Your Own Adventure”
Nature & Environment
Active & Adventure
The Lighthouses Beaches Within a small area, the Region offers an incredibly diverse range of experiences. You can spend your morning skydiving and be enjoying a degustation feast at a worldrenowned winery by lunch, before an evening spent at a concert under the stars. Or you could just spend the whole day lying on the white sand of some of the world’s most pristine beaches. The Region offers you the opportunity to fill your day with as much, or as little, as you desire. We provide the experiences: you mix-and-match them into lasting memories.
The Bays
Animal Farms
Forests / Vineyards Restaurants Breweries Distilleries Gourmet Food Seafood Pubs Gourmet Shops
Eat & Drink
Surfing Swimming Walking / Trekking Bike Riding Whale Watching Kayaking Golfing
Whether your ancestors have been part of this land for generations, or you are visiting only for a weekend, this place is yours. Yours to explore and create memories from because your experiences are our brand.
Section One
More than a logo, the Your Margaret River Region mark is the visual expression of an idea. It’s a symbol of individuals coming together to create unique memories and experiences in a very special part of the world.
9
Logo – architecture Three standardised lockups of the mark have been created. While appearing casual in nature, they conform to a strict underlying architecture that must be maintained when creating new variations.
10
A
B
Logo – alternatives
C
The three logo layouts can be executed with any thumbprints so long as the logo architecture is preserved. D
There is no preference as to which alternative is used. Using multiple alternatives, even within a single application, is encouraged as this will prevent the identity from becoming too ‘corporate’ and standardised.
E
F
11
COLOUR A | B | C | D | E | F
Logo – colour Each of the five ‘YMRR Experiences’ are represented in the logo by a thumbprint of a particular colour. The logo must have one thumbprint of each colour in the positions shown. COLOUR REVERSED A | B | C | D | E | F
Note that in the positive version of the logo, the prints are ‘multiplied’ over each other so as to create an intense, dense colour in the centre of the mark. The opposite is the case in the reversed version where the prints are ‘screened’ over one another to create a light centre.
12
MONO A | B | C | D | E | F
Logo – mono The mono versions of the logo should only be reproduced in the two neutral tones described in the Colour section of this guide.
MONO REVERSED A | B | C | D | E | F
13
SIMPLIFIED
Logo – simplified SIMPLIFIED REVERSED
When used small or in low-resolution applications, the details in the thumbprint may become problematic. For these applications a standard, simplified version of the logo has been created. There is only one layout of this version of the logo.
MINIMUM SIZE 30MM WIDE
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LINE ART
Logo – line-art For applications that require an extremely simple logo – e.g.. embroidery, sponsorships, etc – a simplified line-art version of the logo has been created. This version may be reproduced in any colour as is appropriate for one-colour application. LINE ART REVERSED
MINIMUM SIZE 30MM WIDE
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YOUR MARGARET RIVER REGION YOUR MARGARET RIVER REGION
DO NOT REARRANGE THE LOGO ELEMENTS
DO NOT CHANGE THE LOGO TYPEFACE
Logo – do not Aside from the variations described previously, the logo should not be altered.
DO NOT CHANGE THE LOGO COLOURS
USE BLACK AND WHITE LOGOS ONLY FOR BLACK AND WHITE APPLICATIONS. FOR APPLICATIONS IN COLOUR USE EITHER THE COLOUR, COLOUR REVERSED OR MONO LOGOS
DO NOT DISTORT THE LOGO
IF PLACING THE LOGO ONTO AN IMAGE, ENSURE THAT THE LOGO IS LEGIBLE
Section two
The look of words communicates as much as the words themselves – it’s not just what you say, but how you say it.
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PRIMARY
EAMES CENTURY MODERN BOLD (FOR HEADLINES)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Type – general
EAMES CENTURY MODERN BOOK (FOR BODY COPY)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Typefaces have been chosen to give the Your Margaret River Region brand identity a classically ‘crafted’ feel while remaining contemporary and approachable. Eames Century Modern Bold should be used for headlines with the Book weight being used for copy. For small type, Neutra Face 2 Text Demi should be used. All of these fonts can be purchased from houseind.com/fonts
SECONDARY
NEUTRA FACE 2 TEXT DEMI (FOR CAPTIONS, CREDITS, SMALL TYPE)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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ALT PRIMARY
GEORGIA BOLD (FOR HEADLINES)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Type – Microsoft alternatives
GEORGIA REGULAR (FOR BODY COPY)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
For documents produced internally the following widely available Microsoft faces are suggested. These should never be used in any communications that are professionally produced and printed. Typical examples of internally produced applications are word processing documents, spreadsheets and presentations, which are sent and shared with other parties. ALT SECONDARY
CENTURY GOTHIC (FOR CAPTIONS, CREDITS, SMALL TYPE)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Type – display A special hand-drawn face has been created to be used large as a feature. Only one or two words as a design element per layout should be set in this face. The display face should be reserved for more ‘promotional’ applications rather than ‘corporate’ applications. The face contains two sets of capitals that should be used alternatively to create variation that is more ‘handwriting-like’. The font is available from Your Margaret River Region Marketing.
DISPLAY
YMRR HANDWRITTEN (FOR FEATURES)
Section TH REE
Colour is a defining feature of the Your Margaret River Region landscape. So too, the breadth and intensity of the colour palette is one of the brand’s defining features
CMYK 13/27/96/0 RGB 225/181/45 PMS 7405
CMYK 31/0/96/0 RGB 188/214/57 PMS 381 U
The Your Margaret River Region brand is not one that is scared of colour, on the contrary, it celebrates it. There are five YMRR primary colours, each representing a particular YMRR Experience.
tral
CMYK 4/5/11/0 RGB 242/236/223 PMS WARM GRAY 1 U
EU li
g
ht
n
n
EU
tral
CMYK 57/67/68/64 RGB 60/44/39 PMS 412 U
dark
Rather than black and white, a dark and a light neutral should be used when possible. These will have the effect of ‘warming’ the look of the brand.
CMYK 61/6/9/0 RGB 82/187/219 PMS 311 U
CMYK 24/70/13/0 RGB 193/106/154 PMS 233 U
art sand
red
wine
adventure blue
g
oran
Colours – primary
reen
g
e
nature
P roduce
21
CMYK 21/29/60/0 RGB 205/175/121 PMS 7502 U
22
40%
Colours – secondary An extensive palette of secondary colours have been selected to reference the diverse landscape of the Region.
60%
Tints of these colours should also be used to create depth and interest.
CMYK
RGB
24 6 20 0
44 18 2 0
82 25 51 0
16 100 74 0
7 22 0 0
72 27 89 0
35 29 98 0
98 98 37 43
70 31 44 0
4 12 95 0
24 100 91 20
5 50 77 0
31 12 56 0
56 5 100 0
47 39 74 13
9 88 0 0
20 10 6 0
33 65 0 0
4 68 100 0
194 215 204
140 182 220
29 148 140
208 34 69
230 203 226
90 148 82
178 165 56
29 24 72
88 146 145
248 214 34
161 29 40
235 146 79
183 196 137
127 185 66
133 128 86
218 67 152
201 213 225
173 112 175
234 114 36
Section four
When it all comes together, we have a brand that in united in its infinite diversity and its celebration of landscape.
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Textures Enlarged thumbprint textures should be layered over imagery and colour blocks to create unique organic patterns that are reminencint of waves, wood and the land.
THUMBPRINT 2 THUMBPRINT 3
They are symbols of our personal experience of the Region and the creativity inherent in the place. Greyscale, rather than vectorised, prints add to the individuality of the brand. Five thumbprint textures have been provided, but others may be created as needed.
THUMBPRINT 4 THUMBPRINT 1
THUMBPRINT 5
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You r.Ma rga ret R iver.com
Layering Finally, the way in which the elements are combined is a signature of the brand. The layering of images, textures and colours creates a look that is at once considered and casual – a look that’s creative and multifaceted. However, care needs to be taken so that layouts don’t descend into complete chaos. A strong hierarchy of information and a strong grid system will assist in preventing this. If in doubt, err on the side of simplicity.
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Quod mosam, occus si berum fuga. Et doluptat vent libust, ommo ipsandandunt rehent, sunti blam, offic te necum explabo. Et ex eiumquos rature poriandi int, voloreria adit.
You r.Ma rga ret R iver.com