Brand Guidelines 1
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THE STORY OF US
Solaqua is one of Sydney’s best-kept secrets and everything that makes Solaqua so special is in the nature that surrounds it. Our philosophy is simple; encourage people to stop, take a breath and look up, there is so much beauty all around us in this gorgeous country we call home and we should take the time to appreciate it. Tucked away among the trees the pool overlooks the endless deep blue depths of the harbour that kiss Sydney’s shoreline and some of Australia’s most famous iconic landmarks, making this place even more spectacular. The serenity of Solaqua has been captivating people since the 1920’s when it was once seen as the local’s spot. People would flock to this haven to escape and unwind and not much has changed since then. Solaqua continues to make people feel lucky to have been there to experience the beauty it has to offer.
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WHO ARE WE? Tucked away among the trees lies a very special place, a place of solace overflowing with natural beauty.
Our Values Welcoming and Inviting Encouraging everyone to visit. Natural No filters here, superficiality is left at the shore. Generosity This place is so special and should be shared. Respect True to our history, keeping the integrity of the pool.
Our Personality Honest and Humble Being open and modest in all of our communication. Easy-going and Positive Having real conversations without a hidden agenda. Charming and Endearing We’ve got spark and character and we mean something. Fun and Adventurous We ‘re all about good ol’ fashioned fun.
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WHO ARE WE NOT? We host one of the most iconic views in Australia it’s true, that will never change but we are anything but predictable.
Our Place is Not Mainstream or Typical Just another Sydney Harbour, just another tourist attraction. Manufactured A tailored pool with commercial or retail value trying to make money. Corporate Owned and operated by big business reaping rewards. Superficial and Pretentious Invite only, locals only, look down at others.
Our Personality is Not Snobby It may be fine viewing but we don’t have a snooty attitude. Shy We are hidden away but we are bold and confident. Evasive We believe everybody should get to know us well. Boring There’s more to this place than meets the eye.
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HOW DO WE COMMUNICATE? We know that our audience has precious time, which is why we use our words wisely. This isn’t a sales pitch; we want to start a conversation and spark people’s curiosity about Solaqua and our philosophy that stopping to smell the ocean air can do you a world of good.
How Do We Sound? Casual and Conversational We keep it light and breezy. Intelligent We might drop the occasional big word, but this is purely to boast. Inspiring This place is alive and full of natural beauty, it should sound aspirational. Fun Being Aussies we are born water babies. We love the sea and all the good ol’ fashioned fun that comes with it.
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TARGET AUDIENCE Solaqua is the kind of place suited to all walks of life, but we find that we attract mostly young professionals living in the city and surrounding suburbs. These city dwellers work hard and are at that life stage where they are appreciating not only the loved ones in their life but the world around them and what it has to offer.
Who Are They? Age 25-35 Gender Female Martial Status In a de facto relationship or recently married Family No kids (yet) Occupation Media, Advertising, Sales Income $50K - $85K Dwelling Renting and saving up for their first house Suburb North Shore, Inner City, Eastern Suburbs
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THE DESIGN ELEMENTS In these next few pages lies the nitty gritty design details that have gone into the making of the Solaqua brand. We think it would be pretty hard to confuse us with anyone else, but this stuff will ensure that we are consistent in all our communication.
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Logo
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Clear Space Area To protect the clarity and visual integrity of the logo, a minimum clear space area should be maintained consistently around the logo on all applications. The lock-up is a fixed relationship between ‘SOLAQUA’ and ‘ROCKPOOL’ that should not change, it provides the means for consistent presentation across all media and comes in one dual colour version. The Solaqua logo should always be applied consistently and in the correct colours. In the colour version of the logo the colour of ‘SOLAQUA’ should always be aqua and the ‘ROCKPOOL’ should always be terracotta.
z x yx2
Clear Space Guidelines Orange indicates Clear Space. The blue area must be kept free of other elements. Grey padding indicates Safe Zone.
25mm
Dark grey indicates type, element and alignment boundaries. The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the lower-case letters, known as the ‘x-height’.)
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Typography
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The main Solaqua headline typeface is Avenir Black accompanied by Avenir Light. This sans serif font family is modern, clean, friendly and legible, providing the foundation for all Solaqua branding.
AVENIR BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&?!/+(.,:;)
We only use Avenir Black in all caps. Avenir Light is also only to be used in all caps for the headline but can be used in lower case for body copy. The leading should be at 90% of the headline type size. When using the headline it can be left or right aligned depending on the layout.
Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&?!/+(.,:;)
Avenir Roman is used in most marketing materials and applications to create brand consistency and is used in lower case only. Caslon Italic can be used to highlight or draw attention to information. It can be used for sub headings but it should never be used for large sections of text. When using different colours in typography, sufficient contrast is needed to maintain legibility. The terracotta should never be overlaid on the aqua and vice versa. When typography is combined with other graphic elements for communications sufficient contrast is necessary to maintain legibility.
Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&?!/+(.,:;) ITC Caslon ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&?!/+(.,:;)
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Colour Palette & Bunting
CMYK 71,8,24,0 RGB 47,177,192 Pantone 631C
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CMYK 0,85,90,0 RGB 240,78,48 Pantone 7417C
CMYK 0,13,28,0 RGB 255,223,186 Pantone 7506C
Colour Palette There are three colours used within all Solaqua communication and each has significance to the history and nature of the brand. The first of the colours is the aqua blue which resembles the colour of the pool water and the harbour, evoking feelings of tranquillity. The second terracotta colour is a reference to the classic federation roof tops that feature throughout Cremorne. Finally there is the cream colour reminiscent of sand and sun, symbolises warmth, relaxation and energy. Bunting The triangle or bunting design is a reference to the bunting flag. These flags are seen throughout history as a symbol of patriotism, celebration and fun. Often they are seen at county festivals or shows, but also at swimming pools.
y
B 66ยบ
C 66ยบ
x
x 48ยบ A
X = Two equal length sides Y = Base side A = Vertex angle (48ยบ) B & C = Base angles equal (66ยบ)
To add intrigue and contrast the design has a zigzag pattern within the triangle and this must not be altered when applied to any communication. The angle of the triangle mustโ ฏalso meet the requirements as detailed in the diagram.
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Photography
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There is so much to say about Solaqua but we need only show you pictures as this communicates loud and clear what makes this place so special. We use photos that are welcoming, exciting and real. We want to showcase natural beauty and we do this through very little treatment or filters. Photography Guidelines Photos should be taken on a clear day with blue skies, some clouds are OK but no grey storm clouds please. Vibrance and saturation should be set at 30. For photos taken in the afternoon sun a brightness should be set at 35 and contrast 30. For any over exposed photos these should be dropped to minus1 exposure to compensate.
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ADVERTISING
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Advertising Billboard
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Billboard
1/3
1/3
1/3
The outdoor advertising is there to entice people and wet their appetite for a luxurious escape. There are some rules to adhere to when it comes to advertising for Solaqua, please see below. Rule of thirds should be present in photography. Photography must be taken on a diagonal (this is specifically for advertising only.) Logo must always appear white on a clear space in photography where the logo is legible. Minimum width for logo on a billboard is 1 metre
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Advertising Bus Shelter 1/3
1/3
1/3
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The same rules and guidelines are applied to the bus shelter. Rule of thirds should be present in photography. Photography must be taken on a diagonal (this is specifically for advertising only.) Logo must always appear white on a clear space in photography where the logo is legible. Minimum width for logo on a billboard is 30cm
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Website HOME
Hidden beyond the trees along the Cremorne Point track lies Sydney’s
best kept secret, Solaqua Rock Pool. This idyllic spot with sparkling
turquoise water and ocean views is the perfect place to find solace. It’s for leisure seekers.
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ABOUT
MAP
CONTACT
Our website is a touch point for our target audience where they can gain access to all and any information regarding Solaqua. We have kept the design simple and clear, using primary visual components of photography and typography for all our communication. All pages within our site contain the bunting triangle and a feature photograph, providing a consistent visual language for our audience. The home page specifically holds our mission statement, which gives people a little bit of insight into our brand. All pages feature a menu bar so our audience can easily navigate their way through our site.
HOME
ABOUT
MAP
CONTACT
Cremorne is a harbourside suburb on the lower north shore of Sydney, it is mainly a residential area with its commercial area centered along military road. It is apart of the local government of North Sydney Council and is one of the few Sydney Harbour peninsulas with a public, water front park running around its edges. Cremorne sits on Sydney’s Harbour between Shell Cove and Mosman Bay, being 6km north of Sydney’s CBD. All transport to Cremorne is either by road or water, there is a ferry wharf located at Cremorne Point. Cremorne was named after the Cremorne Gardens in London, which is a popular park ground in England. Its built environment is considered to be
highly significant in TIMES
OPEN DAILY 5AM - 9PM
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Website HOME
Solaqua Head Office Hidden beyond the trees along the Ph: (02) 9936 8100 Cremorne Point track liesRoad, Sydney’s Cremorne Point Milson best kept secret, Solaqua Rock Pool. Cremorne, 2090
This idyllic spot with sparkling www.solaqua.com.au turquoise water and ocean views is the perfect to find solace. Northplace Sydney Council It’swww.northsydney.com.gov.au for leisure seekers. 200 Miller St, North Sydney NSW 2060 (02) 9936 8100
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ABOUT
MAP
CONTACT
The contact page houses the phone and email details for anyone looking for additional information about Solaqua. Due to the location of Solaqua we thought it was important to have a page with a map detailing not only the location of the pool but amenities and public transport within the area.
HOME
Hidden beyond the trees along the Cremorne Point track lies Sydney’s
CREMORNE WARF
AD
RO
MOSMAN BAY
EE
SYDNEY AMATEUR SAILING CLUB
GR
LIGHTHOUSE
N
ST
RE
CREMORNE ROAD
KAREELA ROAD
HODG SON AVE
MILSON ROAD
SON
MIL
ET
ROBERTSON’S POINT
CONTACT
SHELL COVE
best kept secret, Solaqua Rock Pool. This idyllic spot with sparkling turquoise water and ocean views is the perfect place to find solace. It’s for leisure seekers.
MAP
ABOUT
OLD CREMORNE WHARF
BUSHLAND WALKING TRACK TOILETS WATER BUS FERRY
CREMORNE RESERVE
SOLAQUA ROCKPOOL
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for the leisure seekers
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PLACE STAMP HERE
Our postcard is a reflection of the Solaqua brand and gives the opportunity for visitors to our beautiful rock pool to share the experience with friends and family, and entices more visitors by portraying the mouth watering view.
for the leisure seekers
PLACE STAMP HERE
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Ipad Application
i
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The Solaqua Iphone application has been designed for convenience of information on the go for our audience. The Map
SOLAQUA ROC K POO L
The app has many features including information on opening times and a map that shows a brief overview of Cremorne point and the surrounding area. The Map can also pinpoint your current location and help guide you to Solaqua. About There is information on the history of the area with photos to help tell the story of the pool. Gallery There is a gallery page with photographs of the pool to entice our and see for yourself. This app can be accessed on ipad, iphone and all Smartphone’s.
i
i
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Ipad Application
Cremorne was named after the Cremorne Gardens in London, which is a popular park ground in England. Its built environment is considered to be highly significant in heritage terms as it is identified in the North
SHELL COVE
CREMORNE WARF
MILSON ROAD
MOSMAN BAY
AVE KAREELA ROAD
SON
T RE E ST
SYDNEY AMATEUR SAILING CLUB
OLD CREMORNE WHARF
CREMORNE RESERVE
BUSHLAND WALKING TOILETS SOLAQUA ROCKPOOL BUS
CURRENT LOCATION
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CREMORNE ROAD
N EE
LIGHTHOUSE
FERRY
i
AD
RO
HODG
ON
MILS
ROBERTSON’S POINT
GR
Cremorne is a harbourside suburb on the lower north shore of Sydney, it is mainly a residential area with its commercial area centered along military road. It is apart of the local government of North Sydney Council and is one of the few Sydney Harbour peninsulas with a public, water front park running around its edges. Cremorne sits on Sydney’s Harbour between Shell Cove and Mosman Bay, being 6km north of Sydney’s CBD. All transport to Cremorne is either by road or water, there is a ferry wharf located at Cremorne Point.
i
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Livery
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This livery vehicle has been designed for the Solaqua staff to move around town in. The car has been designed to advertise the pool. We have used our logo and bunting on both sides of the vehicle to make it eye catching. The back of the car features a photo of the pool in all its glory to entice people to come and see it for themselves. The vehicle has uses our logo to entice people to visit out website to find more information.
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WAYFINDING & ENVIRONMENTAL SIGNAGE
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Pictograms
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North
Walking Path
Male/Female Toilets
Direction (App/Website)
Ferry
Bus
Solaqua icons are used to communicate information in a quick, simple and comprehensive way. The icons are engaging and have been designed to sit harmoniously with our typeface family, Avenir. The icons are made using the same line thickness as Avenir Black and Avenir Light as well as echoing the rounded corners and caps. To maintain legibility of these symbols it is important to create sufficient contrast between colours. The fill colour of these icons should be the lightest to darkest from the colour palette in order to create contrast against the background it is placed on.
LIGHTHOUSE
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Environmental Signage
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Environmental Signage
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Environmental Signage
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