South Australia. A brilliant blend.
BRAND IDENTITY HANDBOOK Guidelines for communicating the South Australian brand. Tourism Edition. August 2008
CONTENTS
FOREWORD Branding is about influencing the customer’s
where South Australia, the State, as a place, is the
2 BRAND PYRAMID
view or opinion of a product with the
product.
3 BRAND PROMISE
This is the first time one overarching brand identity
4 BUILDING BRAND
objective of creating value for the business. To successfully sell South Australia it is important that people have a clear perception of what South Australia will offer them. This perception is built over time by the many messages they receive about the State. The message the Government of South Australia sends must be built on the true essence and character of South Australia as a place. This message becomes the brand promise:
has been adopted for all Government agencies that market South Australia. Having one consistent message provides South Australia with a valuable competitive advantage
5 THE SOUTH AUSTRALIAN BRAND STORY 6 BRAND IDENTITY
when marketing itself, both domestically and
7 DESIGN STYLE
overseas, as a great place to visit, live, learn,
10 EDITORIAL STYLE
work and do business. South Australia. A brilliant blend. builds on the State’s main strength – its wine
11 TYPOGRAPHIC STYLE 15 COLOUR PALETTE
South Australia is a vibrant and welcoming place that celebrates and represents the good things in life.
reputation – without limiting its focus to wine.
16 GRAPHIC TREATMENTS
In fact, the new branding encapsulates
17 THE STAR MOTIF
This statement encapsulates our strengths and
information to showcase our brand.
drives our communications. It guides us when
By working together to provide consistent
choosing images for magazine ads, words for
and clear messages about South Australia we
editorial or when presenting at trade shows.
can more effectively promote our State and help
This statement, our brand promise, is the
achieve our Strategic Plan objectives.
foundation for the logo and tag line South Australia. A brilliant blend. To support this, in December 2005, Cabinet endorsed the Brilliant Blend brand identity for
South Australia’s diversity while being modern, creative and inspiring. In this guide, you’ll find the tools and
18 IMAGERY 22 SOUTH AUSTRALIA BRILLIANT BLEND LOGO 34 TRADE PARTNER ADVERTISING TEMPLATES 35 SOUTH AUSTRALIA BRILLIANT BLEND BRAND IDENTITY IN ACTION 42 BRANDING ITEMS AND WHO CAN USE WHAT 42 FURTHER INFORMATION AND ASSISTANCE
use in all Government marketing and promotion
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
1
BRAND PYRAMID The South Australian brand pyramid was developed over six months in consultation with branding experts, Government agencies and industry representation. When communicating the brand, it is important to compare messages/actions against the brand values and creative filters (left and right of the pyramid) to protect the brand’s integrity. THE BRAND PROMISE The state’s promise to the consumer. The essential nature and character of the state.
A surprising discovery that inspires and challenges
BRAND VALUES The code by which all decisions and activities are based on and measured by. How you act.
Clean and green Living heritage and tradition
A vibrant and welcoming place that celebrates the good things in life
EMOTIONAL REWARDS The psychological rewards or emotional benefits a tourist receives by visiting the state. What the consumer feels.
Free thinking Genuine and personal
CREATIVE FILTERS The message to send to the consumer through your written, spoken and visual communication to communicate your brand promise.
Indulgence and appreciation of the good life
Enviable lifestyle
Participation and celebration of heritage and culture
Authentic experiences Inspiring moments
Intimate encounters with nature and people
Good times ATTRIBUTES The tangible, verifiable, objective, measurable characteristics of the state.
OBJECTIVES The aim of our business. Why we do what we do.
Enterprising tradition of creativity and innovation
Home of exceptional wine and produce
Beautiful city and festive spirit
Proximity to unspoilt nature
Develop and promote the best South Australia has to offer
Create employment, increase export income and profile of the State by building the destination and marketing the State
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
2
BRAND PROMISE
South Australia is a vibrant and welcoming place that celebrates the good things in life.
The brand promise is a statement that succinctly encapsulates the essential nature and character of South Australia.
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
3
BUILDING BRAND BRAND TOUCHPOINTS
Whether or not we are proactive in selling the State, people will still have a perception of what South Australia is in their minds.
ADVERTISING
As ambassadors of our State we have a
PUBLIC RELATIONS TELEPHONE
CONSUMER SHOWS
EMPLOYEES PRODUCTS
responsibility to present South Australia in its
SALES
DIRECT MAIL
CO-OP MARKETING
SERVICES
PRESENTATIONS
SA’s Brand Promise
PRODUCT DEVELOPMENT
DVDS
VOICE MAILS
perception of a destination can take decades. This is why it is vital to present South Australia’s
Every contact made and every piece of should make it obvious what South Australia represents. Each ‘touchpoint’ is an opportunity
OUTLETS
SPEECHES
NETWORKING
to communicate the essence of South Australia and to strengthen its perception in people’s minds.
STATIONERY
E-MAILS
weakened over time by the cumulative effect
communication we put into the market place
EVENTS SIGNAGE
A brand is a living entity, strengthened or
brand promise consistently and accurately.
PUBLICATIONS WEBSITES
celebrates the good things in life.
of thousands of gestures. To create a healthy
TRADE SHOWS
WORD OF MOUTH
true light: a vibrant and welcoming place that
PACKAGING
MERCHANDISE DISPLAYS
NEWSLETTERS
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
4
THE SOUTH AUSTRALIAN BRAND STORY When you’re the wine capital of Australia, the art of blending comes naturally. But here in South Australia we blend far more than wine.
The brand story encapsulates the rationale for the South Australian brand positioning, logo and slogan.
We’ve put Australia’s most civilised city a half hour from the world’s most extraordinary wildlife sanctuary. Where people swim in clear, turquoise waters and giants appear out of the blue. We blend the freshest, finest produce in the country with chefs of world repute. And new age cuisine now meets the ancient outback. We put together history and elegance with horsepower and excitement. Love of the arts with passion for sport. We combine a drive to create with world recognised educators. Where rapid career success is balanced with relaxed family life. A higher standard of living with a lower cost of living. By any measure, it’s a good blend. But in truth … it’s a brilliant blend.
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
5
Business Development Business Development continued to play a key role in a wide cross section of projects and initiatives to address SATP objective 4.4 (promote and support business development) and objective 4.6 (foster continuous learning and improvement). The Group advised new operators starting up and developing tourism businesses, developed self-help tools and ran workshops on various issues such as risk management, product packaging and marketing. It also monitored industry standards, customer satisfaction and service quality through communicating with industry operators and consumers concerning complaints about industry.
corporate + commercial services
BRANDING ELEMENTS
31
This Group also played a role in ensuring the effective development of broader tourism initiatives through advice, participation and facilitation: • Ongoing leadership support for tourism projects such as Fleurieu Artificial Reef (Ex HMAS Hobart) Management Committee, National Visitor Safety Program Accreditation, accessible tourism.
Liaison with industry sectors including Bed & Breakfast Farmstay Lake Gairdner, Eyre •Peninsula Association, Houseboat Hirers Association, various progress
In 2005, Brand Health Monitor (BHM) research showed 72 per cent of respondents associated South Australia with “authentic and credible wineries and wine regions” (compared to 55 per cent for Victoria and 54 per cent for New South Wales). For the first time, the BHM included a separate question on dining and regional food. The State’s positioning on the basis of “distinctive dining and fresh regional produce” was a credible third place with 29 per cent of respondents associating South Australia with this attribute compared to 56 per cent for Victoria and 41 per cent for New South Wales.
nature-BaseD
BRAND IDENTITY
In line with SATP objective 1.2 (value-add to the state’s rich natural assets), objective 1.10 (integrate soft adventure track and trail experiences), objective 1.6 (enhance the Murray River experience) and objective 1.13 (develop special interest (niche) markets), the SATC has continued to implement actions identified in the joint SATC and Department of Environment Heritage (DEH) brand Responsible Theand Brilliant Blend identity is the way in Nature-based Tourism Strategy 2004-2009.
which we communicate the brand promise.
39 of Understanding (MoU) In addition, the SATC/DEH financials Memorandum has been updated to include additional focus areas of heritage, associations, regional development boards, local government. nOTEs TO anD fORMinG PaRT Of THE financial sTaTEMEnTs It comprises branding coast and marine and Aboriginal partnerships.aInset lineof with the MoU,elements we use 1 ObjEcTivEs Of THE cOMMissiOn 2 suMMaRy Of siGnificanT accOunTinG POliciEs corporate + commercial services the SATC has also provided input into numerous DEH strategies (a) Basis of Accounting Objectives in order to influence the way people perceive The purpose of the South Australian Tourism Commission The financial report is aincluding general purpose financial report. The financial and policies the Development of Sustainable Tourism established under the South Australian Tourism Commission Act statements have been prepared in accordance with applicable Development on land in close proximity to National Parks and Australian Accounting Standards and Treasurer’s Instructions and 1993 is, on behalf of the Government, to work in partnership with South Australia. Accounting Policy Statements issued pursuant to the Public Finance the private sector in productively marketing South Australia’s tourism Wine anD FooD Reserves and the Heysen Trail Strategic plan. and Audit Act 1987policy (PFAA). product intrastate, interstate and internationally to ensure that South is a compelling part of any Australian holiday. The principal These financial statements are the first statements to be prepared In accordance with SATP objectiveAustralia 1.1 (enrich the wine and food goals of the Commission are to: The Unitwithalso developed a Product and Services Guide for the in accordance Australian equivalents to International Financial business services Correct and consistent use of the Brilliant Blend Reporting Standards (AIFRS). AASB1 First time adoption of AIFRS add value to the2004-2008, efforts of the tourism a industry and other experience) and the Wine Tourism• Strategy number Yurrebilla Trail, which includes information on tours, accommodation, has been applied in preparing the statements and the application has government agencies, by ensuring a coordinated approach to not resulted in any changes. the promotion of South Australia which results in an increase of projects were undertaken to further enhance South Australia’s dining and transport services on and adjacent to the trail. branding elements is essential to successfully in visitor numbers to all regions of the State thereby increasing The accrual basis has been used in the preparation of the financial reputation as the home of Australian wine. the value of tourism to the economy and generating employment statements with the exception of the Cashsimilar Flow Statement which has commenced for the Development of other guides Hahndorf Inn, Adelaide Hills
Design style (Page 7)
lanninG Editorial style (Page 10)
the corporate and commercial services group provides professional support services to all satc units to enable the efficient and effective delivery of business objectives.
the group is responsible for critical internal functions such as human resources management and development, information technology, administration, financial management and reporting, contract management, corporate planning, risk management and internal audit.
The Business Services Unit comprises Administration Computer Support, IT Projects, On-line Services, and Special Projects.
computer support
The Computer Support team provides hardware and software support to SATC employees and manages all the IT requirements of the SATC.
Employees in this group are located in head office and provide this service to other locations which include levels 8 and 10, 50 Grenfell Street, 18 King William St, Adelaide Airport, Woodville and Sydney. The team has also provided IT support to major events such as Tasting Australia and Tour Down Under.
The IT Projects Team provides services to assist the SATC in the provision of on-line initiatives.
Achievements included the re-branding of the corporate and consumer websites to reflect the State brand as well as the development and launch of six regional websites. The Media and Trade Familiarisation Unit was also assisted with the installation of a new reservations system.
online services
The Online Services team’s role is to ensure the South Australian Tourism Data Warehouse is updated in a timely and accurate manner to ensure that a comprehensive database of tourism product is maintained for the South Australian tourism industry. An automated method of receiving update requests from the SATC was introduced during 2005-06. The average response time to the request for updating data was less than 30 days, meeting the terms and conditions in the SATC’s operator agreement.
nG successful, responsible and rism policy and planninG Group for Tourism. Typographic style (Page 11)
Colour palette (Page 15)
Graphic treatments (Page 16)
sector Development
it projects
for South Australians.
• attract, featuring develop, own andSouth support major and strategic events A dedicated print marketing campaign Australian that generate substantial economic and social benefits for South wine and food icon personalities and destinations was Australia and promote the image anddeveloped profile of Adelaide and South Australia. along with a Wine and Food Media Kit while the South Australian • ensure the development of South Australia’s tourism resources in a socially responsible way with emphasis on the continued Wine and Food Consumer Guide was launched at Tasting Australia maintenance and preservation of South Australia’s environmental and cultural more heritage and the profitability and effective utilisation in late October 2005. The Guide features than 270 wine tasting of infrastructure. • achieve a of strong corporate team and positive corporate culture outlets and more than 250 suggestions where to taste and that uses its resources in the most effective and efficient manner. buy regional produce, picnic, stay, dine, celebrate and learn. Also Financial Arrangements launched at the same time was the Cellar Door The Commission’s principalPass, source ofdeveloped funding consists of by monies appropriated by Parliament. Smart Visit Solutions. The smart card initiative entitles purchasers The financial activities of the Commission are primarily conducted a Special Deposit Account pursuant to section to a host of wine tourism benefitsthrough at participating wineries and 21 of the Public Finance and Audit Act 1987. regional restaurants. Administered Funds The Commission is responsible for the administration of the funds A Wine Tourism Directional Road Signage Program was undertaken described below. These funds are not recorded in the Income Statement or Balance Sheet as the Commission does not have in conjunction with the Department of Transport, Energy and control over how these funds are to be spent. Administered revenues, expenses, and liabilities are Infrastructure (DTEI). The SATC assisted with assets production ofdetailed the separately Road in note 31. Administered items comprise: Sign Guidelines Policy and audits (i)ofSAsigns inBoard the Clare Valley and Motor Sport The Commission administered the appropriation transfers from Barossa. McLaren Vale and the Adelaide Hills are also implementing the Department of Treasury and Finance to the SA Motor Sport until 30 June 2002. During 2005-06, the Commission signage programs, partially funded Board by SATC Tourism Development. returned the remaining $476,000 of administered cash to the Department of Treasury and Finance.
Star Motif (Page 17)
In addition, the SATC provided sponsorship for Australian Wine (ii) 2007 World Police and the Fire Games The 2007 World Police and Fire Games Corporation was & Food Tourism Conference 2005, Winedown Conference 2005 and established on 1 October 2003. The Commission managed the of the Corporation until theWine 30 June 2004. The balance the Tasting Australia Adelaide Food finances Summit 2005. The Tourism of assets and liabilities held at 30 June 2004 were transferred to the Corporation in 2004-05. Commission continued to be Workshop Program has also commenced across theTheseven South responsible for the transfer of Government Appropriation to the Australian main wine regions in conjunction withto $1,401,000 the Winemakers Corporation amounting ($890,000) during 2005-06. Federation of Australia (WFA) and Regional Wine Associations.
sTainable Tourism packaGe
South Australia and Riverland canoe trails and thepromote Riesling Trail while the 40 Greatstrongly South Australian Short Walks brochure was republished and trails were distinctively in the marketplace. (b) Recognition of Income promoted in SATC regional guides. Commission has been prepared on a cash basis.
The financial report has been prepared on a twelve month operating cycle and presented in Australian currency.
Commission earned on sales through the SA Travel and Visitor Centre is recognised at the date of ticketing. The gross sales collected on behalf of tourism operators by the SA Travel and Visitor Centre are not recorded in the financial statements. In 2005-06, the SA Travel and Visitor Centre collected $4 921 000 ($4 664 000) of sales and forwarded $3 917 000 ($3 852 000) to tourism operators.
Research has also been conducted into development opportunities The brand identity comprises the following for the Heysen Trail, running between Cape Jervis and Victor Harbor, as well as the potential consumer demand for trail experiences on branding elements. selected sections of the Mawson and Heysen Trails. A research Interest Interest earned on deposit accounts at the Department of Treasury report was also completed to evaluate the Star Party Down Under and Finance is recognised as income as it accrues. Participation Fees held at Arkaroola Wilderness Sanctuary while feasibility studies The Commission earns income from participants in the Tourism Industry werecooperative undertaken to investigate the potential of developing new through marketing schemes, sponsorship of events, subscriptions and training fees. This income is recognised as it accrues. conservation and tourism products linked to Sea Lion research at Other Income SealIncome Bay, Ediacara Fossils at Nilpena Station and Flinders Ranges Other comprises event entry fees, merchandise sales, recoups of expenditure from regional marketing boards and other walkingagencies. tours. government In 2005-06 grants received from another government agency was for the recoup of expenditure of externally managed events.
In line with the Responsible Nature Based Tourism Strategy 2004-09 objective 16.3.2 (review SA nature-based content in wholesale brochures and develop a product manual), the Group also developed a series of information sheets known as the South Australian (c) Depreciation and Amortisation Items of plant and equipment are depreciated on aspecifically straight line basis target “experience seekers” Experiences Series, which , over their expected useful lives. The estimated useful lives of each oneclass ofareTourism asset as follows: Australia’s key visitor segments. The series is Years available in hard copy or on southaustralia.com. Revenues from Government
Appropriation from Government and contributions from other Government agencies are recognised as revenue in the period in which the monies are received and the Commission obtains control of the asset.
General plant and equipment
3-5
Eco accreditation has also played an5-15important role during 2005-06 with the Group assisting a number of ecotourism operators to achieve accreditation. South Australia has 22 operators and
Pageant plant and equipment
Fit outs are amortised over the length of the lease of the property using the straight line method. The useful lives of all major assets held by the Commission are reassessed on an annual basis.
Imagery (Page 18)
5-06, the Policy & Planning Group prepared the SA Strategic ourism Implementation Plan, which is designed to demonstrate SABB Logo — ‘SA’ symbol and tagline (Page 22) o accelerate progress in achieving the tourism target under the Australian Strategic Plan.
mplementation Plan identifies five critical success factors
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
6
DESIGN STYLE The ‘look and feel’ of the South Australian brand
bottom right). Let the layout dictate the ideal
• The Star Motif (See page 17) is an
Templates and resources for the South
identity is bold, dynamic and unashamed.
position – bigger is better.
identification element of South Australian visual
Australian Brilliant Blend brand identity
communication. Use it in the background.
layout style are available from the Consumer
Or ghosted back over images. Have the Star
Communications Unit, South Australian Tourism
Motif bleed off the edges of the page or
Commission, at satc.logos@tourism.sa.com
lower case. Impact and readability are the main determining factors in choosing which to use. They can be placed on a picture, colour panel or on white. Allow your layout to guide you. • Body copy should be short, pared down and set left, ragged right, using a large font size. • There is no set position for the logo (i.e.
• Including vibrant colour panels in the design forms part of the South Australian style. • In order to create interest, place images in an unpredictable manner (on angles). • Use graphic treatments made up from
communication piece to reflect South Australia’s vibrancy and energy.
distressed elements (See page 16). These
If you are communicating to a more
effects can also be used to separate a hero
conservative, industrial or business market
image from a colour panel.
you can adjust the layout style using hard
• Hero images should be big and bold.
edges and photographs set square. river
It’s Called tHe OutbaCk ’COs It’s just Out baCk.
murraylands + riverland
MuST SEE, MuST DO
own houseboat. You can cruise
The centre enjoys marvellous
beacon on the lonely cattle drovers’
it in five-star style (with a glass
views over vineyards, wetlands and
track; today, it’s a little corner of
freely in an outstanding bushland
touring map, as well as South Australian
The murray river begins as an angry young stream in the east.
river; a boardwalk leads through
beaches – pristine and
of champagne in the spa bath),
history with artefacts, nearby
setting. And at the environmentally
Holidays and the South Australian Wine &
but even the most basic craft has
eight km of wetland habitat where
serene places to spot
mines and some resident ghosts.
fabulous visitor centre, you’ll find
plants and animals are being given
wildlife and waterbirds,
Food Guide.
a lounge, dining area, separate
It also serves lunch and dinner.
it hard to tear yourself away
a new lease of life. There are other
and to throw in a line.
bedrooms, fully equipped kitchen,
40-minute drive from Renmark, Riverland
from the inquisitive meerkats
bathroom, TV, video and barbecue.
walks on the property, and a cellar
By the time she reaches south australia, she does what everybody else does.
Historic Overland Corner Hotel
Monarto Zoological Park
PARkS AND TRAiLS
NEED TO kNOW MORE...
Built in 1859, this was a friendly
Giraffes, lions, rhinoceros, zebra,
Waterways, floodplains,
You’ll need the regional visitor guides
antelope and cheetahs roam
lagoons, wetlands, peaceful
for the Riverland and Murraylands, and
Ultimately you’ll be luxuriating in
door and café too.
the stunning scenery and relishing
15-minute drive from Barmera, 40-minute drive from Renmark
Experience the tranquillity of
the freedom to do as much or as little as you want. All along the river
recent history and natural history.
Immerse yourself in one of the world’s great river systems. From the border to Goolwa, you’ll cruise through ancient history, Do a day trip, weekend cruise or eco-ramble - or cruise all of South Australia’s share of the Murray. The Murray River Run cruises its diverse 560 km. Renmark and Waikerie in the Riverland; Mannum in Murraylands; Goolwa on Fleurieu Peninsula
Loxton Historical Village
Canoeing Glide through the waters of the Murray River in a canoe: Katarapko Creek in Murray River National Park at Berri is ideal for novices
the semi-arid mallee lands in the 50,000ha reserve. This virgin scrub harbours six nationally threatened bird species and unique flora and fauna. 64km from Waikerie, Riverland
and bilbies. 20-minute drive from Murray Bridge, Murraylands
Park, Murraylands and 50-minute drive from Renmark
Conservation Park, then take a Ngaut Ngaut guided tour to experience the region’s
Backwater Dinghy Expedition Negotiate the maze of backwaters of the river system around Renmark and get close to wildlife in the water, on the creek banks and among the overhanging trees. Renmark, Riverland
Aboriginal culture: you’ll see and scarred Red River Gums.
steamer – it still fires up for cruises
Ngarkat Conservation Park is 207km from Murray Bridge, Murraylands
Mannum, Murraylands
Pomberuk Aboriginal Cultural Centre and Cottage Box Chocolates Discover an ancient culture in an
Ngaut Ngaut is a 45-minute drive from Mannum in the Murraylands
And more… • Golf, golf, golf • Olivewood Homestead
Step back in time and stroll down
Big Bend by Night Eco Tour
historic building at Pomberuk.
• Local produce outlets
a main street as it would have
Board a comfy wagon to see
The people of the Ngarrindjeri
• Wineries and cellar doors
looked last century – complete
kangaroos, hairy-nosed wombats
Community share their stories,
• Gliding
with a bank, dentist and working
and other animals going about
knowledge and artistry in the
bakery. The kids will love it.
their nightly business.
1879 Old Pumphouse. Cottage Box
Travelling times from Adelaide
Loxton, Riverland
45-minute drive from Mannum, Murraylands
Chocolates is the tasty neighbour.
Murraylands – 1 hour drive
Walking distance from Murray Bridge, Murraylands
Riverland – 3 hour drive
Clockwise: Banrock Station Wine & Wetland Centre, Riverland; Overland Corner Hotel, Barmera, Riverland; Big Bend, Murraylands; Houseboat, Riverland
Morgan RIVERLAND
ancient campsites, rock art
106-year-old PS Marion paddle– and the Randell Dry Dock.
Riverland
European settlement at Ngarkat
Re-live Mannum’s river-side history home to the superbly restored
Murray River National
Step back in time as you
Mannum Dock Museum at Mannum Dock Museum. It’s
35-minute drive from Renmark
explore the ruins of early
near Renmark, gives you the (SA, VIC, and NSW) all in one day.
Riverland
Ngarkat Conservation Park & Ngaut Ngaut Aboriginal Site
and families, while Chowilla Creek, chance to paddle in three states
Chowilla Game Reserve,
Waikerie Blanchetown
Renmark Barmera iv yR Murra
she creates wildlife-rich wetlands, generous lakes and winding estuaries.
The murray river truly is the river of life.
Banrock Station Wine & Wetland Centre
Birds Australia Gluepot Reserve
Cruises
she supports historic towns with their paddle steamers and houseboats.
26
Call the Murray home aboard your
she relaxes, spreading into sleepy billabongs and sprawling flood plains.
she waters the lush vineyards, orchards and gardens.
Get our book. Have a read. Come and visit. southaustralia.com or call 1300 655 401.
Houseboats
Murray Riv er
• Headlines can be all upper case or upper and
Berri
er
Loxton
MURRAYLANDS Mannum Murray Bridge
0
20 km
For more information, the listed publication and the touring map call the South Australian Visitor & Travel Centre on 1300 655 276 or visit southaustralia.com
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
27
7
PLACEMENT OF THE SOUTHAUSTRALIA.COM URL The SATC’s consumer website URL, southaustralia.com is an imporatant element in brand communication. It acts as the first in-line ‘call to action’ and needs to feature on all communication items aimed at consumers. southaustralia.com needs to become top of mind when consumers are seeking information on South Australia as a holiday destination. The URL should always apprear in the type font DIN Regular in either PMS CoolGrey 10 (60k) or reversed out of a coloured background. The size of type used in the URL is to be the same size as the words “South Australia” in the SABB logo used on the item. When using a SABB/Regional logo the size of the URL would be 50% of the size of “South Australia”. Wherever possible the URL would be placed in the bottom left of the item with the baseline inline with the baseline of the type in the SABB logo.
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
8
DESIGN STYLE FOR TVC AND VIDEO FOOTAGE To see examples of how Brilliant Blend design principles are applied to TVC and video footage, contact the Consumer Communications Unit, South Australian Tourism Commission, at satc.logos@tourism.sa.com
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
9
EDITORIAL STYLE EXAMPLES OF SOUTH AUSTRALIAN EDITORIAL
The content of text should reinforce South Australia’s essential nature and character. South Australia should be portrayed as genuine, welcoming, relaxing and fun, with an overriding sense of confidence, style and innovation.
BAROSSA
Where possible, products, services and
It’s the wine capital of Australia, a place
examples referred to should reinforce our values
where you can get a real taste for the finer
– Is it clean and green? Does it reflect a living
things in life. But if you’re thinking that it
heritage and tradition? Does it support free
all sounds a bit highbrow, think again.
thinking? Is it genuine and personal?
The Barossa is a relaxed and friendly
Reinforce the Brilliant Blend tagline by using
place, where you can share a drink with
contrasting examples, playing with the idea of
the people who actually make the region’s
blending and balance.
world class wines. You might meet them
Use the words ‘brilliant’ and ‘blend’ in their
at the Barossa’s wineries and cellar doors,
active forms, but only use them once in a
or you might run into them at restaurants,
headline – don’t labour them in body copy.
or on a golf course. Of course, there’s more to the Barossa than just wine. You can browse the local art stores for something special to take home, sit in a friendly cafe and enjoy a brilliant cup of coffee, or get out into the countryside and stretch your legs with a walk in a national park.
And write about South Australia, not ‘the state’. Copy tone should be straight forward, clear, concise and in the present tense so it’s current and immediate. Use this checklist for your copy as you write it — Is it confident? Is it vibrant? Is it real? Is it fresh? Is it welcoming? The South Australian Editorial Style Guide is available from the Consumer Communications Unit, South Australian Tourism Commission, at satc.logos@tourism.sa.com South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
10
Page header
TYPOGRAPHIC STYLE
corporate + commercial services
Typography plays a key role in the Brilliant Blend brand identity. The typography guidelines shown on this page have been developed to provide consistency yet are versatile enough to allow a degree of flexibility to suit a wide range of applications. The type face DIN should be used for headings and introductions. Headlines can be all upper case or upper and lower case. Caption Head A
corporate + commercial services
Intro copy
the corporate and commercial services group provides professional support services to all satc units to enaBle the efficient and effective delivery of Business oBjectives.
Templates containing type styles have been
Head C
the group is responsiBle for critical internal functions such as human resources management and development, information technology, administration.
online services
The Business Services Unit comprises Administration Computer Support, IT Projects, On-line Services, and Special Projects.
The Online Services team’s role is to ensure the South Australian Tourism Data Warehouse is updated in a timely and accurate mannerSheet Balance to ensure that a comprehensive database of tourism product is maintained for the South Australian tourism industry.
Body copy bullet Table
computer support The Computer Support team provides hardware and software support to WTAB employees and manages all the IT requirements of the WTAB. Employees in this group are located in head office and provide this service to other locations which include levels 8 and 10, 50 Grenfell Street, 18 King William St, Adelaide Airport, Woodville and Sydney. The team has also provided IT support to major events such as Tasting Australia and Tour Down Under.
it projects The IT Projects Team provides services to assist the WTAB in the provision of on-line initiatives. Achievements included the re-branding of the corporate and consumer websites to reflect the State brand as well as the development and launch of six regional websites. The Media and Trade Familiarisation Unit was also assisted with the installation of a new reservations system.
Page number
white of the page.
be used for body text and tables.
Business services
Body copy
photographs, blocks of colour or set on the
Univers is the secondary type face and should
Head B Head D
Titles and headlines can be reversed out of
Eden Valley, Barossa
developed and are available from the Consumer
Through the Wine Tourism Advisory Board (WTAB), the Board will work to ensure South Australia’s mantle as the pre-eminent wine tourism State will be retained and enhanced.
Communications Unit, South Australian Tourism Commission, at satc.logos@tourism.sa.com aS at 30 June 2006
ASSETS
2006
2005
$’000
$’000
23
5 109
2 650
11
1 492
1 918
Note
An automated method of receiving update requests from the SATC CURRENT ASSETS was introduced during 2005-06. The average response time to the Cashthe andterms cash equivalents request for updating data was less than 30 days, meeting and conditions in the SATC’s operator agreement. Receivables • Tracking brand health through the Brand Health Monitor (SATP Prepayments objective 4.1.3).
12
Total Current Assets
• Undertaking event impact research for the Jacobs Creek Tour NON-CURRENT ASSETS Down Under and Tasting Australia (SATP objective 2.5.7).
37
645
6 638
5 213
• Tracking regional tourism and campaign awareness Receivables (SATP 4.1.3).
11
-
1 870
and equipment The Board will continue to support the Wine and FoodPlant Campaign assets enabling industry to cooperatively market their productIntangible nationally and internationally. Investment in Australian Tourism Data Warehouse Ltd
13
1 729
1 717
14
98
108
15
400
400
2 227
4 095
8 865
9 308
2 968
The 2005 Brand Health Monitor shows that South AustraliaTotal is the Non-Current Assets State most associated with wine, with 72 per cent of respondents Total Assets linking the State to “authentic and credible wineries and wine regions”. In regards to food, South Australia comes in aLIABILITIES solid third, CURRENT LIABILITIES
Payables
16
4 164
Other current liabilities
17
86
216
Short term employee benefits
18
891
836
Short term borrowings
19
158
147
Total Current Liabilities NON-CURRENT LIABILITIES
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK 4 167
5 299
11
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
HEADINGS + INTRODUCTIONS The typeface DIN is to be used on headlines, headings, sub-headings and major blocks of copy. It is confident, simple and contemporary.
DIN Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
DIN Light Italic
DIN Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
DIN Regular
DIN Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,. DIN Regular Italic
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
12
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
BODY COPY In conjunction with DIN, Univers is the secondary typeface to be used for body text. Univers Condensed can be used for charts and tables.
Univers Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
Univers Light Oblique
Univers Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
Univers Bold
Univers Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
Univers Bold Oblique
Univers Bold Condensed
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$@?!,.
SATC WORD PROCESSING, INTERNAL AND CORPORATE COMMUNICATION All text in SATC communications and presentations must use the font Arial. This includes letters, email, power point presentations, name tags for events etc.
Arial
The only exception is written correspondence requested by the Minister’s office in another typeface. Details, templates and examples of SATC corporate word processing and other corporate items are available on the SATC intranet homepage under ‘SATC Corporate Style and Templates’. Word formatting Official font: Arial Official font size: 11 point Line spacing: Single
SATC Email
Text alignment: Left Heading sizes: 16 point bold (optional) Power Point presentation
Official font size for emails: 12 point SATC Corporate letter
Text colour: 100% black
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
14
COLOUR PALETTE Primary colour suite
Secondary colour suite
Regional colour suite
Building powerful colour recognition is
Pantone 485CV
Pantone 355CV
ADELAIDE
important in reinforcing the Brilliant Blend
100m, 100y
94c, 100y
PMS 148. c0 m100 y100 k0
brand identity. Used consistently over time these colours become associated with South
ADELAIDE HILLS
Australia.
PMS 348. c76 m0y 60 k69
Strong colours are part of the Brilliant Blend
BAROSSA Pantone 1235CV
Pantone 7462CV
30m, 100y
100c, 50m, 10k
brand identity.
PMS 187. c0 m100 y79 k20
The Primary Colour suite consists of red, blue
CLARE VALLEY
and yellow (as depicted in the South Australian
PMS 130 c0 m30 y100 k0
Pantone process cyan
Pantone 221CV
100c
100m, 15y, 30k
Brilliant Blend logo) and black and white. These
EYRE PENINSULA
are the preferred colours when presenting
PMS 293. c100 m57 y0 k0
South Australia.
FLEURIEU PENINSULA
To provide flexibility, a secondary palette of
PMS 2415. c33 m100 y0 k8
green, dark blue, purple, orange and grey has
FLINDERS RANGES & OUTBACK PMS 165. c0 m60 y100 k0 Black
PMS 165CV
KANGAROO ISLAND
100k
60m, 100y
PMS Green. c100 m0 y60 k0 LIMESTONE COAST PMS 2925. c85 m24 y0 k0
White
PMS cool grey 10 60k
been provided. The only exception to this are the ‘Regional’ colours assigned to each of South Australia’s tourism regions. In rare occasions where a single hero photograph is used as a dominant feature in a design, to complement it, a colour may be used
MURRAYLANDS
that is not in the primary, secondary or Regional
PMS 369. c80 m0 y100 k0
suite. However the colour chosen must be
RIVERLAND
strong and vibrant. Steer away from dull or
PMS 314. c100 m0 y10 k30
pastel tones.
YORKE PENINSULA PMS 3125. c83 m0 y20 k0
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
15
Ragged edge
GRAPHIC TREATMENTS Positive film The Brilliant Blend brand identity includes a range of graphic treatments. These can be used in design to depict the personality of South Negative film
Australia and bring vibrancy and dynamism to each visual communication piece. The graphics shown in this section are available and ready to use from the Consumer
Wine mark
Communications Unit, South Australian Tourism Commission, at satc.logos@tourism.sa.com
Frame
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
16
THE STAR MOTIF The Star Motif is a key identification element in
Star Motif (Full Colour)
South Australian visual communication. Use it in the background. Or ghosted back over images. Have the Star Motif bleed off the edges of the page or communication piece to reflect South Australia’s vibrancy and energy.
Star Motif (Mono)
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
17
IMAGERY Images play a key part in visually
Generally, people participating in South
communicating South Australia’s essential
Australian activities or experiences should be
nature and character – a vibrant and welcoming
the focus of images.
place that celebrates the good things in life.
It is important to show the emotional
Still and moving imagery should reflect:
responses of people.
• Good times
Where possible, movement should be portrayed
• Inspiring moments
as a way of showing vitality.
• Authentic experiences
See the examples on the following pages.
• South Australia’s enviable lifestyle • An enterprising tradition of creativity and
To gain access to a range of images for tourism purposes, go to media.southaustralia.com
innovation • Exceptional wine and food • A festival spirit • Unspoilt nature. Elements of South Australia to be exploited are the State’s; • Rich vibrant colours • Clear, bright light • Wide spaces.
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
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South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
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South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
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South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
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SOUTH AUSTRALIA BRILLIANT BLEND LOGO This logo, comprising the ‘SA’ symbol and Brilliant Blend tagline, is South Australia’s primary consumer marketing identifier. It has been developed to position South Australia generally and is not representative of any specific organisation. It is a brilliant blend of the old and the new: the font of the ‘S’ reflecting South Australia’s rich heritage and tradition and that of the ‘A’ representing creativity and vibrancy. The logo has been trademarked and can only be used with permission of the Government of South Australia.
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
22
LOGO COLOUR SPECIFICATIONS Yellow Pantone 1235CV 30m 100y
Red Pantone 485CV 100m, 100y
The Logo Colours Text
Green Pantone 3415CV 100c, 30m, 100y
Black Pantone process black 100k
Pantone Process Black
100k
Pantone Cool Grey 10
Grey
60k [A brilliant blend.]
Star
Black Pantone process black 100k
Black
Red
Pantone 485CV
100m, 100y
Pantone 1235CV
Yellow
30m, 100y
Pantone process cyan
Blue
100c
Overprint
Blue Pantone process cyan 100c
Grey Pantone Cool Grey 10 60k Purple Pantone 5115 100c, 100m, 100y
Green
Pantone 3415CV
100c, 30m, 100y
Pantone 5115
Purple
100c, 100m, 100y
Mono Star and text become 100% black.
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
23
Standard (preferred option)
Stacked
LOGO CONFIGURATIONS
Long
There are three configurations of the South
Full colour
Australian Brilliant Blend logo. Each is available in full colour and monochromatic. All configurations are available in a ‘reverse’ File name: SABB_1.1A
File name: SABB_1.2A
File name: SABB_1.3A
Mono
format and for use on various coloured backgrounds. To help you obtain the logo you need, use the tables on pages 29 to 32. The file names (on the bottom right-hand corner) of each example
File name: SABB_1.1B
File name: SABB_1.2B
File name: SABB_1.3B
Full colour reversed
throughout this document will also help you. The corresponding logo is available from media.southaustralia.com
File name: SABB_1.1C
File name: SABB_1.2C
File name: SABB_1.3C
File name: SABB_1.1D
File name: SABB_1.2D
File name: SABB_1.3D
Mono reversed
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
24
LOGO USE ON PRIMARY COLOUR BACKGROUNDS
Full colour logo on black
When using the logo on a coloured background, the following background colours are preferred. These colours, with white, comprise the File name: SABB_1.1C
File name: SABB_1.2C
File name: SABB_1.3C
Full colour logo on red
Primary Colour suite for the Brilliant Blend brand identity. Black
Pantone process black
100k
Red
Pantone 485CV
100m, 100y
Yellow Pantone 1235CV
30m, 100y
Blue
100c
Pantone process cyan
For each of these Primary Colour backgrounds, File name: SABB_1.1G
File name: SABB_1.2G
File name: SABB_1.3G
Full colour logo on yellow
a specific version of the logo is available. For more information on colours, see page 15.
File name: SABB_1.1F
File name: SABB_1.2F
File name: SABB_1.3F
File name: SABB_1.1E
File name: SABB_1.2E
File name: SABB_1.3E
Full colour logo on blue
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
25
Full colour logo on red
Green Pantone 3415 100c, 30m, 100y Light Blue File name: SABB_1.1G
50% Pantone process cyan 50c
Full colour logo on yellow
Star
Light Red
50% Pantone 485CV
50m, 50y
Pantone 485CV
Red
100m, 100y
Light Blue
50% Pantone 1235CV
50% Pantone process cyan
15m, 50y
Pantone 1235CV
50c
Light Yellow
Yellow
30m, 100y
Pantone 5115
50% Pantone process cyan
100c, 100m, 100y
Purple File name: SABB_1.1F
COLOUR SPECIFICATIONS OF STAR WHEN USED ON PRIMARY COLOUR BACKGROUND
Light Blue
Blue
Full colour logo on blue
Light Yellow 50% Pantone 1235CV 15m, 50y
Green
50c Pantone process cyan 100c Pantone 3415CV
100c, 30m, 100y
Pantone 5115CV
Purple
100c, 100m, 100y
Light Red File name: SABB_1.1E
50% Pantone 485CV 50m, 50y
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
26
Examples of logo use on Secondary Suite colour background
Examples of mono logo use
LOGO USE ON NONPREFERRED COLOUR AND PHOTOGRAPHIC BACKGROUNDS
Examples of logo use on photograph
At times it may be necessary to use the logo on a background colour other than a preferred Primary Colour, or on a photographic File name: SABB_1.1G
File name: SABB_1.1B
File name: SABB_1.1A
background. In these cases either: • select a coloured logo version that will provide an appropriate contrast between the logo colours and the background, or • use the mono or mono reverse versions.
File name: SABB_1.1F
File name: SABB_1.1D
File name: SABB_1.1E
Do not use the logo on a photographic background where the image will interfere with the visibility of the logo.
File name: SABB_1.1E
File name: SABB_1.1D
File name: SABB_1.1D
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
27
LOGO CLEAR SPACE REQUIREMENTS
INCORRECT LOGO USE It is important to maintain the integrity of the
• Replacing any of the text within the logo
A clear space must be left around the South
South Australian Brilliant Blend logo.
• Repositioning any of the components of the
Australian Brilliant Blend logo. No other logos, images, words, borders or other design elements can encroach this space. All versions of the logo artwork include a line defining this space.
logo
The logo must not be altered in any way. This
• Skewing or scaling the logo disproportionately
includes:
• Rotating the logo.
• Using any component of the logo to create a
• Altering any part of the logo in any way.
new logo • Using parts of the logo on their own (For use
SOUTH AUSTRALIA BRILLIANT BLEND LOGO ANIMATION Animations of the South Australia Brilliant Blend logo are available for use in video and online productions. For copies of SABB logo animations, go to stockvision.com.au
Incorrect logo uses
of the Star Motif. See page 17) Clear space perimeter
x
x
x
x
LOGO MINIMUM SIZE REQUIREMENTS The South Australian Brilliant Blend logo must
x
not be reproduced smaller than the example shown here. The height of the ‘S’ must be a minimum of 10mm.
x
x x
Minimum size
x 10mm
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
28
GOSA/SATC LOGO
GOSA/SATC LOGO USAGE Communication from
Activity
Item carrying the logo
Logos to be used GOSA
SATC corporate
SATC marketing groups
Where the SATC is communicating a corporate (non-marketing) message to the general public or an other organisation.
Stationery Reports Other corporate communication and documentation All SATC employment advertising On-line and digital media Environmental (including signage and shop-front)
Advertising and marketing aimed at consumers, trade or media.
Television Cinema Billboards/outdoor On-line advertising Direct mail Posters Displays Video/CDs/DVDs Environmental (including signage)
SABB
YES
YES
Many SATC corporate items are pre-produced and available through Admin Services or can be down-loaded from the SATC Intranet. Any items not available through these avenues or any unique items need to be designed and produced through Domestic Marketing or Creative.
YES
Australian Tourism Commission (GOSA/SATC) logo is to be used in conjunction with the SABB logo when presenting the SATC as an entity. The SATC has full exemption to use only the Brilliant Blend logo on campaign and marketing activities aimed directly at the consumer. The table to the left shows what items need to display the GOSA or GOSA/SATC logo. All materials produced by the SATC carry the SABB logo. For guidelines on implementing the GOSA/
OPTIONAL
Regional visitor guides
YES
YES
Other regional marketing items More than one SA Government agency
The Government of South Australia/South
SABB/ Regional
Also available are ‘Sponsored by’ and ‘Supported by’ GOSA/SATC logos.
Brochures Maps Flyers On-line and digital media Invitations Marketing activities via Regional marketing.
GOSA/ SATC
Notes
YES
YES if promoting SA as a place
Where SATC consumer campaign material carries the full SA Brilliant Blend brand identity and does not identify any organisation (i.e. SATC), use of the GOSA/ SATC logo is optional. This material aimed at the consumer is considered an extension of consumer campaign activity where an exemption applies. YES
The GOSA/SATC logo and the SABB/Regional logo do not need to be positioned together on the item. For example if the SABB/Regional logo appears on the front of an item, the GOSA/SATC logo can appear on the contents page.
YES
To be used at the discretion of the Regional Marketing Manager or individual operator. Where a project is undertaken by more than one Government agency, marketing collateral will carry only the GOSA logo. Not the logo of each agency. Where the item is being distributed or viewed outside of South Australia, and it is promoting South Australia as the place where a range of goods, services, experiences or opportunities are available, full SA Brilliant Blend brand identity must be executed.
SATC logo please contact the Consumer Communications Unit, South Australian Tourism Commission, at satc.logos@tourism.sa.com
GOSA/SATC logo
Government of South Australia South Australian Tourism Commission
GOSA/ logo
Government of South Australia South Australian
SABB logo Tourism Commission
SABB/Regional logo
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
29
EVENT LOGOS
EVENT LOGO USAGE Communication from
Activity
Item carrying the logo
Logos to be used GOSA
Events South Australia corporate
Events South Australia owned and managed events (i.e. TDU, Credit Union Christmas Pageant)
Where Events South Australia is to be identified in a corporate (non-marketing) context.
Stationery Business cards Email signatures Uniforms (No GOSA logo required) Phone answering
Priority event (i.e. Rugby 7s, WOMAdelaide) sponsorship and where other event sponsors are recognised.
Brochures Programs Etc.
Bidding for new events.
All material
Advertising
Videos/CDs/DVDs (artwork and footage) Cinema advertising Magazine advertising Online advertising Vehicle advertising Posters Competition entry forms Television advertising Billboard/Outdoor advertising Press advertising Merchandise (including clothing) Credentials Displays (and expo booths) Pull up banners Invitations
GOSA/ SATC
SABB
SABB (Large type)
YES
Notes Events South Australia
Events South Australia is the events division of
ADELAIDE AUSTRALIA Signage
the South Australian Tourism Commission. It has a strong record in hosting and managing world-
YES
class events the generate substantial economic impact, television broadcast opportunities and social benefits for South Australia. These events YES
also promote the image of Adelaide and South
YES
Australia as a quality destination. For guidelines on implementing the GOSA/ SATC logo please contact the Consumer Communications Unit, South Australian Tourism
OPTIONAL (See notes)
YES
YES
GOSA logo can be used where seen as advantageous.
Commission, at satc.logos@tourism.sa.com GOSA/ logo
YES (On-site signage only)
GOSA/SATC logo
Government of South Australia
Government of South Australia
South Australian Tourism Commission SABB logo
South Australian Tourism Commission
SABB logo (Large type)
Events South Australia major sponsored events and regional events and festivals (i.e. WOMAdelaide. Barossa Vintage Festival)
Where Events South Australia is to be recognised as a sponsor or supporter of an event or for regional events.
Collateral Sponor boards Corporate areas
On-site of any Events South Australia owned, sponsored or supported events
Nationally or internationally televised events
Event site signage
YES (Corporate areas only)
Non televised events
Event site signage
YES
YES
YES
YES (On-site signage only)
Where events are televised nationally or internationally ADELAIDE AUSTRALIA signage would be used.
YES
ESA logo
Use ADELAIDE AUSTRALIA signage ADELAIDE AUSTRALIA signage
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
30
EVENTS SOUTH AUSTRALIA ON FIELD SIGNAGE
Signage for events with television broadcasting.
Events signage viewed by a national or international audience via television.
File name: ESA_03.1A
For all owned, sponsored or supported events that will be televised nationally or internationally, the ADELAIDE AUSTRALIA signage with red File name: ESA_03.1A_Single
background with white text will be used. This signage will be used in this instance as it is the most effective way of promoting Adelaide as
File name: ESA_03.2A
the event destination. The words ‘ADELAIDE AUSTRALIA’ are used to Signage for events without television broadcasting.
clearly identify and position the event location primarily via television. The red background is the primary choice of colour, but it may be changed depending on the event (ie TDU ochre).
File name: SABB_1.2A
File name: SABB_1.1A
Event signage without television If there is no television broadcast opportunities the signage will be the SABB logo, either stacked or horizontal with no Government recognition as per the standard consumer marketing requirements.
File name: SABB_20.1A
Signage for sponsored events and regional events and festivals.
File name: SABB_5.1A
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LOGO SELECTION TABLE Logo Family
Numeral 1
Logo Format
Numeral 2
Logo Colour
Alpha
OBTAINING THE CORRECT SABB LOGO
SABB
01
Standard
1
Full colour positive
A
SABB GOSA/SATC
02
Stacked
2
Mono positive
B
SABB GOSA/SATC Sponsored by
03
Long
3
Full colour reverse
C
SABB GOSA/SATC Supported by
04
Mono reverse
D
SABB GOSA
05
Full colour on blue
E
you are selecting the right logo in relation to
SABB Adelaide
06
Full colour on yellow
F
communication piece.
SABB Adelaide Hills
07
Full colour on red
G
SABB Barossa
08
Full colour on positive — Embroidered
H
SABB Clare Valley
09
Full colour on reversed — Embroidered
I
SABB Eyre Peninsula
10
Full colour on blue — Embroidered
J
SABB Fleurieu Peninsula
11
Full colour on yellow — Embroidered
K
SABB Flinders Ranges & Outback
12
Full colour on red — Embroidered
L
SABB Kangaroo Island
13
Mono reversed — Embroidered
M
SABB Limestone Coast
14
Mono positive — Embroidered
N
SABB Murraylands
15
SABB Riverland
16
SABB Yorke Peninsula
17
ESA
18
ESA On-site signage (ADELAIDE AUSTRALIA)
19
If you require a logo for a specific use that is
ESA (Large type)
20
not available, please contact the Consumer
To assit you obtaining the correct logo for your use, a numbering system has been developed. Use the tables on pages 29 and 30 to ensure
There are three parts to the numbering system, each representing a different aspect of the logo. 1. Family — Who is the communication item carrying the logo from. 2. What format is the logo required in. 3. The colour of the logo or the colour background the logo is going on. Logos are available in EPS and JPEG formats from media.southaustralia.com.au
Communications Unit, South Australian Tourism Family number
Format
Colour
Commission, at satc.logos@tourism.sa.com
File name: SABB_1.3E
An example of logo identification with the coresponding logo
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
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PLACEMENT OF PARTNER LOGOS WITH THE GOSA/ SATC AND SABB LOGOS When including business partner logos on SATC marketing communication and advertising items Correct partner logo placement
the business partner’s logo should be placed to
Left of the SABB logo
the left of the SABB logo. The SABB logo should generally be placed at the bottom right of the item. When the item is required to carry the GOSA/ SATC logo, the GOSA/SATC logo should always be positoned to the left of every other logo. When the SABB logo is being placed on a partner’s advertisment or item, the placement of the SABB logo is at the discretion of the partner (as long as the SABB logo is being applied correctly. See page 28).
Correct partner and GOSA/SATC logo placement GOSA/SATC logo first on the left followed by partner logos then SABB logo bottom right. South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
33
TRADE PARTNER ADVERTISING TEMPLATES A range of templates for trade advertising have been developed for those partnering with the SATC in promoting South Australia or South Australian product. The templates are available in a range of sizes and print options. They contain the basis for producing a South Australia Brilliant Blend styled trade ads. Final adjustments to ad size, image selection and text inclusion can be made by your designer. These templates, along with other SABB branding elements are available from the Consumer Communications Unit, South Australian Tourism Commission, at satc.logos@tourism.sa.com Photographs are available at media.southaustralia.com Please note that due to copyright laws the SATC can not supply the DIN type font to external parties. Ensure that your designer has access to this type font.
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
34
SOUTH AUSTRALIA BRILLIANT BLEND BRAND IDENTITY IN ACTION ADVERTISING (Consumer)
Fill your soul. Arkaroola. The Flinders Ranges. The world’s oldest mountains.
LUNCHTIME.
DREAMTIME.
With the outback just out back. But what use is a full soul with an empty tummy? We can fix that too. It’s all part of the brilliant blend that is South Australia. Get our book. Have a read. Come and visit. southaustralia.com or call 1300 655 401.
kwp! sat5051
????
Brilliant Breaks. Just a taste of the Brilliant Breaks you can have in the Barossa. Fig Tree Cottage
Merlot Cottage
The Barossa’s Chateaux
Lyndoch Lavender Farm
• 2 nights self catering accommodation • Provisions for cooked & continental breakfasts • Barossa wine, port & chocolates, fruit & flowers • 10% discount when dining at Vintner’s Restaurant * for 2 nights twin share
• 2 nights self catering cottage accommodation • Provisions for cooked breakfast • Cheese platter, port & plunger coffee • Homemade biscuits & brownies • 10% discount at Barossa Secrets * for 2 nights twin share
Chateau Barossa’s parklands feature over 20,000 roses of more than 2,000 varieties. Visit the café, the gorgeous cricket oval and the Barossa Small Winemakers Centre in Tanunda. Cost: Free
Ever tried lavender gourmet foods? Lyndoch Lavender Farm has six sensuous acres, 60 varieties of lavender in the Display Garden, stunning views – and yes, lavender flavoured foods. Cost: $2*pp (includes tastings)
ANGASTON
TANUNDA
OR
$300
TANUNDA
+
LYNDOCH
+
=
$460
South Australia. A brilliant blend.
To book a Brilliant Break or for a copy of our South Australian Shorts holiday book, visit southaustralia.com or call 1300 655 031 *Conditions apply. Accommodation prices based on twin share and are available for travel between 1 April 2006 and 31 March 2007.
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
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ADVERTISING (Trade)
South Australia. A brilliant blend. BRAND IDENTITY HANDBOOK
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PUBLICATIONS
river
murraylands + riverland
MuST SEE, MuST DO
The murray river begins as an angry young stream in the east.
she relaxes, spreading into sleepy billabongs and sprawling flood plains.
she waters the lush vineyards, orchards and gardens. she supports historic towns with their paddle steamers and houseboats. The murray river truly is the river of life. 26
PARkS AND TRAiLS
NEED TO kNOW MORE...
Giraffes, lions, rhinoceros, zebra,
The centre enjoys marvellous
Waterways, floodplains,
You’ll need the regional visitor guides
beacon on the lonely cattle drovers’
antelope and cheetahs roam
views over vineyards, wetlands and
lagoons, wetlands, peaceful
for the Riverland and Murraylands, and
it in five-star style (with a glass
track; today, it’s a little corner of
freely in an outstanding bushland
beaches – pristine and
touring map, as well as South Australian
of champagne in the spa bath),
river; a boardwalk leads through
history with artefacts, nearby
setting. And at the environmentally
but even the most basic craft has
eight km of wetland habitat where
mines and some resident ghosts.
serene places to spot
Holidays and the South Australian Wine &
fabulous visitor centre, you’ll find
plants and animals are being given
wildlife and waterbirds,
Food Guide.
a lounge, dining area, separate
It also serves lunch and dinner.
it hard to tear yourself away
a new lease of life. There are other
and to throw in a line.
bedrooms, fully equipped kitchen,
40-minute drive from Renmark, Riverland
from the inquisitive meerkats
bathroom, TV, video and barbecue.
walks on the property, and a cellar
Ultimately you’ll be luxuriating in
door and café too.
Birds Australia Gluepot Reserve
the stunning scenery and relishing
15-minute drive from Barmera, 40-minute drive from Renmark
Experience the tranquillity of
the freedom to do as much or as little as you want. All along the river
Cruises Immerse yourself in one of the world’s great river systems. From the border to Goolwa, you’ll cruise through ancient history, recent history and natural history. Do a day trip, weekend cruise or eco-ramble - or cruise all of South Australia’s share of the Murray. The Murray River Run cruises its diverse 560 km. Renmark and Waikerie in the Riverland; Mannum in Murraylands; Goolwa on Fleurieu Peninsula
Loxton Historical Village
Canoeing Glide through the waters of the Murray River in a canoe: Katarapko Creek in Murray River National Park at Berri is ideal for novices and families, while Chowilla Creek, near Renmark, gives you the chance to paddle in three states (SA, VIC, and NSW) all in one day.
Backwater Dinghy Expedition Negotiate the maze of backwaters of the river system around Renmark and get close to wildlife in the water, on the creek banks and among the overhanging trees. Renmark, Riverland
the semi-arid mallee lands in the 50,000ha reserve. This virgin scrub harbours six nationally threatened bird species and unique flora and fauna. 64km from Waikerie, Riverland
and bilbies. 20-minute drive from Murray Bridge, Murraylands
Park, Murraylands and 50-minute drive from Renmark
Conservation Park, then take to experience the region’s Aboriginal culture: you’ll see and scarred Red River Gums. Ngarkat Conservation Park is 207km from Murray Bridge, Murraylands
Discover an ancient culture in an
Ngaut Ngaut is a 45-minute drive from Mannum in the Murraylands
And more… • Golf, golf, golf • Olivewood Homestead
Step back in time and stroll down
Big Bend by Night Eco Tour
historic building at Pomberuk.
• Local produce outlets
a main street as it would have
Board a comfy wagon to see
The people of the Ngarrindjeri
• Wineries and cellar doors
looked last century – complete
kangaroos, hairy-nosed wombats
Community share their stories,
• Gliding
with a bank, dentist and working
and other animals going about
knowledge and artistry in the
bakery. The kids will love it.
their nightly business.
1879 Old Pumphouse. Cottage Box
Travelling times from Adelaide
Loxton, Riverland
45-minute drive from Mannum, Murraylands
Chocolates is the tasty neighbour.
Murraylands – 1 hour drive
Walking distance from Murray Bridge, Murraylands
Riverland – 3 hour drive
Clockwise: Banrock Station Wine & Wetland Centre, Riverland; Overland Corner Hotel, Barmera, Riverland; Big Bend, Murraylands; Houseboat, Riverland
Morgan RIVERLAND
ancient campsites, rock art
steamer – it still fires up for cruises
Pomberuk Aboriginal Cultural Centre and Cottage Box Chocolates
Riverland
European settlement at Ngarkat
106-year-old PS Marion paddle-
Mannum, Murraylands
Murray River National
explore the ruins of early
Re-live Mannum’s river-side history
– and the Randell Dry Dock.
35-minute drive from Renmark
Step back in time as you
Mannum Dock Museum
home to the superbly restored
Riverland
Ngarkat Conservation Park & Ngaut Ngaut Aboriginal Site
a Ngaut Ngaut guided tour
at Mannum Dock Museum. It’s
Chowilla Game Reserve,
Waikerie Blanchetown
Renmark Barmera iv yR Murra
she creates wildlife-rich wetlands, generous lakes and winding estuaries.
Monarto Zoological Park
Built in 1859, this was a friendly
own houseboat. You can cruise
Murray Riv er
By the time she reaches south australia, she does what everybody else does.
Banrock Station Wine & Wetland Centre
Historic Overland Corner Hotel
Call the Murray home aboard your
Houseboats
Berri
er
Loxton
MURRAYLANDS Mannum Murray Bridge
0
20 km
For more information, the listed publication and the touring map call the South Australian Visitor & Travel Centre on 1300 655 276 or visit southaustralia.com
27
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