visual identity guide 2015 - byron shire · 2018-08-01 · we welcome you to the byron shire. enjoy...

Visual Identityguide 2015

Photo by Wardie Ward

Byrondon’t spoil uswe’l l spoil you

the essence of ByronWe welcome you to the Byron Shire.Enjoy all our region has to offer; the unspoilt beaches, rolling green hills,eclectic villages, great outdoor adventures, fine restaurants and cafes,music, events, festivals, local markets, even a mountain range andour communities.Please help us keep it beautiful for future generations.We love Byron Shire with all our heart and soul.

Photo by David Hancock

even our treesare full of magic

Byron. Our values and personality The Visual Identity Guide is an important tool for ensuringconsistency at all times.Following is a summary of how the identity was developed to giveyou an insight to our positioning.The Byron Shire Identity.It’s not just about tourism, it’s about our love and enthusiasm forByron Shire. It’s a place we have to protect because it is special but also vulnerable.Byron Shire has an energy, an attitude, and a sense of community.It’s the people who live here and love this place, that make itwhat it is.It’s the musicians, the elders, the artists, the plumbers, the farmers, the surfers, the healers, the councillors, the millionaires, the buskers, the writers, the greenies, the capitalists, the misfits.

The destination brand reflects the following elements of Byron Shire:

Byron is a fun place to live and to visit. We are not a party town, there are betterplaces to do that sort of thing. In Byron Shire you’ll be spoilt with our beaches, rollinggreen hills, local markets, colourful villages, people and wildlife. We’ve been protectingthe Shire against overdevelopment, loggers and out-of-town politics to keep it that way.That’s why we love the Shire with all our heart and soul. www.byronspoilsyou.com.au

• The diversity of the people, Aboriginal living culture, places and lifestyle in the Byron Shire.• Rich, ancient and biodiverse land and seascape.• Abundant health and well-being choices.• Vibrant music, arts and crafts, festivals, markets, spiritual and creative communities. • Adventures on and in the air, land and water.• Eclectic villages.• Home grown produce and farmers markets: our way of life.• Green consciousness and aspirations.• An active and caring community. That’s why we love Byron Shire with all our heart and soul.

don’t spoil us we’ll spoil you


Photo by De PBase

our tone In all marketing communications for Byron Shire we will use language and tone to help create a conversation with our audience. Just like the place the tone used in all marketing communications for Byron Shire is:

This type of language and tone will build a strong relationship with the audience and in effect they will be talking with a local about ourbeautiful region and all it has to offer, and at the same time instill in them a love and respect for the community and place.Where possible the final line in marketing communications will be:That’s why we love Byron Shire with all our heart and soul

• dynamic• positive• simple and clear in meaning• honest and authentic• creative• confident• personal and friendly• conversational

Photo by Cheryl Styles

no Surfercan pass on the Pass

we love toshow the world who we are

Photo by Wardie Ward

the taglineByron. Don’t spoil us, we’ll spoil you is the tagline that is used toaccompany the Byron logo in all commmunication elements andcollateral from TV to digital, outdoor to merchandise.It must be applied consistently across all marketing communications so that locals and tourists recognise and become familiar with the style, as well as understand the sentiment in the words chosen to relay the brand.The underlying theme of the tagline is to remind locals and visitors to the Shire, that it is a beautiful home to a diverse mix of people andstunning environment.Byron Shire welcomes people to visit the region and experience allit has to offer; unspoilt beaches, rolling green hills, eclectic villages,great outdoor adventures, fine restaurants, cafes, music, events,festivals, local markets, even a mountain range.Beyond this, the tagline reinforces the need for locals and visitors to respect the community’s needs and treat the place as a home away from home.

Mullumbimby, home of our Spaghetti Circus Troupe and the most colourful collectionof individuals in the Byron Shire. They perform all over the world but you can catchthem occasionally at one of our many local markets.We’ll spoil you with our vibrantmusic, theatre, arts, crafts, markets and creative communities. That’s why we lovethe Shire with all our heart and soul.www.byronspoilsyou.com.au


what betterplace for a dance?


Headline Font

ABCDEFGHIJKLMNOPQR STUVWXYZ

abcdefghijklmnopqrstuvwxyz

Space Cowboy Normal upper and lower case

In Byron there is an alternative to noisy, brash discos. We have many community halls full of character and characters dotted all over our Shire. Our halls have funky gatherings, art classes, flower shows, local and international musicians. In Byron Shire we’ll spoil you with our beaches, rolling green hills, local markets, colourful villages, vibrant people and music. That’s why we love the Shire with all our heart and soul.www.byronspoilsyou.com.au


Space Cowboy Normal caps

how to use our type stylesPrincipal Typeface: Space Cowboy Normal.It is energetic and stubbornly individual. That’s why we chose it torepresent us.Used with care and understanding it can be both exciting and refreshing.

Headlines:• Space Cowboy Normal. • Lower case.• 30pt with 40pt leading and 40pt tracking.• Solid black or reversed out in solid white.• No colours. No exceptions. Period.• The first line is always indented by 3 or 4 characters.

as crowded

as we

like it

we prefer this

kind of wild life

Example of Headline, Photography Credits and Frame


Photo by David HancockPhoto by David Hancock

type styles continuedPhotographs: All photographers should be credited as per example shown above the photo, in the top right hand corner or bottomright or left hand corners if bleed is used.The Frame around the photographs: Any photograph that is used must be framed as per example shown (left).The photography is placed on a separate layer in photoshop under the frame art thereby creating the effect.

Body Copy/Text• Helvetica Neue light.• Use upper & lower case with normal caps.• Copy in ads should be to the full width of the type area. As per example (next page).• 10pt with 14pt leading.• No tracking.• The Byron logo/Trademark is placed on the right side of the body copy.• The body copy must be a minimum of 10mm away from the logo as per example.• The body copy must be on a white background and not over the photos.

No one had heard of Byron Bay until the surfers came along and changed everything. After all the factories and industries closed, surfers discovered the wonderful natural breaks at the Pass, Wategos and Cosy Corner. The long board riders arrived in the 1960’s. this was the beginning of Byron Shire as a tourist destination. By 1973 Byron Bay had established a reputation as a hippy, happy town. We still have the same spirit.That’s why we love the Shire with all our heart and soul.www.byronspoilsyou.com.au

Type area

The web address is positioned under the body copy as shown. The type face is Helvetica Neue medium.


The body copy must be a minimum of 10mm away from the logo as per example.

Example of Body Copy in advertisements

the only

high rises you’ll

see in the Shire

Photo by David Young

the onlyhigh-rises you’ll see in the Shire

Minimum size of Text 10pt

Body Copy TypefaceHelvetica Neue light caps 10pt with 14 pt leading with no tracking.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Helvetica Neue light lower case 10pt with 14 pt leading

body Copy/text Body Copy in all communication should be set in Helvetica Neue light.Helvetica Neue family is particularly useful when presenting large amounts of textual information, such as in retail advertising, direct mail and in brochures and leaflets.If the font is not available, the next best fonts in order of priority are:Helvetica light, Arial Light, Helvetica and Arial.

You won’t find any mega apartment blocks or big multi storey international hotels. Byron Shire has an amazing range of accommodation from 5 stars to camping under a million stars. We’ll spoil you with our beaches, rolling green hills, local markets, colourful villages, vibrant people and music. That’s why we love the Shire with all our heart and soul.www.byronspoilsyou.com.au


Example of Body Copy and Logo

How a bunch of surfers changedthe world No one had heard of Byron Bay untilthe surfers came along and changed everything. After all the factories and industries closed, surfers discoveredthe wonderful natural breaks at thePass, Wategos and Cosy Corner.The long board riders arrived in the 1960’s. This was the beginning ofByron Shire as a tourist destination.By 1973 Byron Bay had a reputationas a hippy, happy town. We still havethe same spirit.That’s why we lovethe Shire with all our heart and soul.

No one had heard of Byron Bay untilthe surfers came along and changed everything. After all the factories and industries closed, surfers discoveredthe wonderful natural breaks at thePass, Wategos and Cosy Corner.The long board riders arrived in the 1960’s. This was the beginning ofByron Shire as a tourist destination.By 1973 Byron Bay had a reputationas a hippy, happy town. We still havethe same spirit.That’s why we lovethe Shire with all our heart and soul.

Body Copy - long sections of body text

For longer copy and for brochures, break up lengthy blocks of copy using regular paragraph breaks.With smaller point sizes long copy running across the page is hard to read.In these cases set the copy in 2 or more columns.Text should not be smaller than 10pt with 12pt leading in brochuresand collateral.

example of long body copy type setting

all home grown

in the Shire

www.byronspoilsyou.com.au

We have Farmers Markets all over the Shire every week. Byron Bay, Mullumbimby, New Brighton, Bangalow, all have organic and fresh local produce plus local gossip.We’ll also spoil you with our beaches, rolling green hills, colourful villages, vibrant people and music. That’s why we love the Shire with all our heart and soul.www.byronspoilsyou.com.au


type styles continued

Photo by Judy McDonald

The colour for“don’t spoil us” is PANTONE 368 PC CMYK C64 M5 Y100 K24

PANTONE 368 CRGB R105 G190 B40

Use these colours for the logo as shown:The colours forthe words “Byron” and “we’ll spoil you” can be chosen from this range indicated on the right.What suits the colours of the main photo can be a guide as to whatis chosen.

Black and tone logo if not 100% black;

“Byron” is 100% black“don’t spoil us” is 60%black


Byron

Byron

Byron

don’t spoil us

don’t spoil us

don’t spoil us

we’l l spoil you

we’l l spoil you

we’l l spoil you

Byron

Byron

Byron

Byron

Byron

Byron

don’t spoil us

don’t spoil us

don’t spoil us

don’t spoil us

don’t spoil us

don’t spoil us

we’l l spoil you

we’l l spoil you

we’l l spoil you

we’l l spoil you

we’l l spoil you

we’l l spoil you

NOTE: The colour logo must never be placed onto a photo/illustrationor a tone background unless the tone is 90% solid.

NOTE: A white logo can be used on an illustration or photo in the bottom right hand corner as per the exmple above.

colour palette for the logo


Photo by De Grosbois

The Logo The trademark consists of two parts:

These elements combine together to form the trade mark.The Registered symbol will also be added to the logo.The relationship and sizes of the individual components, and theirposition relative to each other is fixed.The logo colours can be changed to suit the mood of thecommunication.The only thing consistent is the words “don’t spoil us” is alwaysgreen Pantone 368 PC.The logo can reversed out and put over a picture only if the tone isat least 90% solid.

Positioning the logo Always allow a minimum of 10mm of clear space around the logo.Never put the logo in a frame or box. Wherever possible, the logo should be placed in the bottom right hand corner.In the case where partner logos have to be included, the partner logo must always be on the left hand side as per the examples to follow (see co branding page).NOTE: The colour logo must not be placed onto a photo/illustration or a tone background and must always be on the right hand side as shown in the examples to follow. However, if the tone background is 90% close to a solid colour then the logo can be placed in the area,as shown on the previous page.

we prefer

this kind

of wild life

In Byron Shire you’ll be spoilt with our beaches, rolling green hills, people andof course our wild life.

Small space ad. Positioning of the logos

A4 ad. Positioning of the logos

we prefer this

kind of wild life

Byron Shire is a fun place to live and to visit. We are not a party town, there arebetter places to do that sort of thing. In Byron Shire you’ll be spoilt with our beaches, rolling green hills, local markets, colourful villages, people and of course our wild life. We’ve been protecting the Shire against overdevelopment, loggers and out-of-town politics to keep it that way. That’s why we love the Shire with all our heart and soul. www.byronspoilsyou.com.au


Byrondon’t spoil uswe’l l spoil youwww.byronspoilsyou.com.au

logo and other graphic devices

1. Byron2. Dont spoil us, we’ll spoil you



don’t spoil us

we’ll spoil you

our best

visitors return

every year

all home grown

in the Shire

we love to

show the world

who we are

brand use - outdoor Posters, flags, billboards, electronic billboards

brand use - outdoor Posters and billboard. horizontal format


www.byronspoilsyou.com.au www.byronspoilsyou.com.au







what betteralternative to the computer?


brand use Print - Small space ads (full page ads as shown on previous pages)

there is always

music playing

in Byron

the only high- rises

you’ll see in the Shire



Photo by Browning

Photo byDavid Young


Photo by De PBase Photo by Kei th Chr ist ie

Photo by Judy MacDonald Photo by Wardie Ward

the only high-risesyou’ll see in Byron


No mega apartment blocks here in Byron Bay Shire.Just unspoilt beaches and a range of accommodation from 5 stars to camping underthe stars.

the only high risesyou’ll see in Byron


we prefer

this kind

of wild life

We are not a party town, there are better places to do that sort of thing.In Byron Shire you’ll be spoilt with our beaches, rolling green hills, local markets, colourful villages, people and of course our wildlife.That’s why we love the Shire with all our heart and soul.

brand use Web/Online advertising - leaderboard, med rectangle, skyscraper formats


we prefer this kind of wild life

brand use contd. DL flyers, Brochues, Presentation covers, Vehicle signage

don’t spoil us

we’ll spoil you




don’t spoil us

we’ll spoil you


Photo by De PBase

Photo by De PBase

Photo byDavid Young



About the Shire Places to stay Things to do We love our Markets Where to Eat

Don’t spoil us, we’ll spoil you What does this mean to the people who live in the Byron Shire and to the people who visit? Sure we have unspoilt beaches, rolling green hills, eclectic villages, great outdoor adventures, fine restaurants, cafes, music, events, festivals, local markets, even a mountain range. But it’s much more than this, Byron Shire has an energy, an attitude, and a sense of community. It’s the people who live here and love this place that make it what it is. It’s the musicians, the elders, the artists,the plumbers, the business owners, the farmers, the surfers, thecouncillors, the healers, the millionaires, the buskers, the writers, the greenies, the capitalists, the misfits.We must all protect what we have. Our communities have beenprotecting the Shire for many years from over development, loggers and out-of-town politicians. That’s why we love the Shire with all our heart and soul. We are vibrant, frustrating, opinionated, beautiful, but never dull. We are a community that cares.Welcome to Byron Shire.

News

Visitors Centre

Business

Visitor reviews

Links

Our Community

Talking Stick

Current Events

V

V

> The People > Our History

We love to show the world who we areEvery week in Byron Shire we have our local Farmers Markets.Byron Bay, Mullumbimby, New Brighton and Bangalow.Our Spaghetti Circus Troupe are some of the most colourfulcollection of individuals in the Byron Shire.They perform all over the world but you can catch them ocassionally at one of our many local markets. We’ll spoil you with our vibrant music, theatre, arts, crafts, markets and creative communities. That’s why we love the Shire with all our heart and soul.

Byron Bay Farmers Markets Thursdays 7am to 11am

Mullumbimby Farmers Markets Friday 7am to 11am

New Brighton Farmers Markets Tuesdays 7am to 11am

Bangalow Markets Saturdays 7am to 11am

V V


VV

VV

Coo

pers

Sho

ot T

omat

oes

News

Visitors Centre

Business

Visitor reviews

Links

Our Community

Talking Stick

Current Events



market page

digital and webBody Copy in digital and web communications should be set in Helvetica Neue Regular. Use upper & lower case with normal caps.The body copy is minimum 10pt with 12pt leading with 10pt tracking.Sub headlines should be set in Helvetica Neue Bold, same size as the body copy.

The only high-rises you’ll see in the Shire You won’t find any mega apartment blocks or big multi storey international hotels. Byron Shire has an amazing range ofaccommodation from 5 stars to camping under a million stars. We’ll spoil you with our farm stays, eco hotels, camp grounds and 5 star resorts.

V

V


News

Visitors Centre

Business

Visitor reviews

Links

Our Community

Talking Stick

Current Events


places to stay pagebrand use web pages - home page

the only high-risesyou’ll see in Byron

www.byronsp

oilsyo

u.com.au


merchandiseWherever we use the logo the same style guides apply fromt shirts to tea cups.



our bestvisitors return every year

They come to play, frolic, and entertain as they pass by, leaving behind the lightest of footprints. We are proud of The Save the Whales Campaign which we started in the 70’s and today you can see the results. Come and be spoilt with our beaches, rolling green hills, local markets, colourful villages, vibrant people and music. That’s why we love the Shire with all our heart and soul. www.byronspoilsyou.com.au

co-branding Positioning of the logos


co-brandingFor joint ventures or partnerships where the destination brand is an equal or subsidiary partner, use the full colour version of the logo where possible. There should always be equal balance between theco-branded logos.If the co-brand design is led by another organisation the preferredposition is the lower right of the application with the logo in full colour where possible.Where the destination brand is endorsed or sponsored by anotherorganisation or where VIA Byron is a lead partner on a project, the sponsor’s logo or other logos should be positioned along the bottomof an application, preferably in the lower right corner.The exact size, position and colour of a sponsor’s logo is subject tonegotiation on a case-by-case basis. Where there is more than one sponsor, the logos should always be positioned starting from theright side and then evenly spaced out.Similarly, where VIA Byron has endorsed or sponsored anotherorganisation, only the logo should be used in combination with theappropriate agreed wording to clearly show the relationship between VIA Byron and the sponsored organisation.The position of the logo in sponsorship applications is agreed on a case-by-case basis, with the sponsored organisation. The preferred position for the logo is the lower right of the application and in full colour where possible.Endorsement wording and acceptable descriptions are:

The choice of descriptive wording should be agreed on acase-by-case basis. The wording should be typeset inHelvetica Neue Light.

• An initiative of• In association with• Sponsored by• In partnership with• A part of

Photo by Keith Christie

Our bestvisitors return

every year


They come to play, frolic, and entertain as they pass by, leaving behind thelightest of footprints.


We’re spoilt living in Byron Shire. The landscape, the lifestyle, the people. We’re a vibrant,opinionated, beautiful, but never dull community. Get involved in our local photo competitionand capture why you love living here.There’s a $1000 major prize and the winning photos willbe used to show the world who we truly are. Send photos in by 12 July.Go to byron.nsw.gov.au photocomp for all the details and prizes.

co-branding continued co-branding

Byron Shire has many forms of transport from walkingto cycling, skateboarding, kayaking, rickshaws andwe’ve even got a magic bus. Be spoilt by ourrolling green hills, beaches, markets, vibrant peopleand music.



Photo David Hancock Wild Byron

there is always somethingmagical happening

our Byron ShirePhotography Competition

Photo by Kei th Chr ist ie



imageryThe photographic style provides a realistic and dynamic point of identification for the audience. The style must show a vibrant, authentic, and naturalenvironment enabling consumers to be engaged and energised by thevisual messages.When budget becomes available, photography and destinationvignettes will be commissioned covering the following themes:

Landscapes, food and accommodation imagery will be sourced usingexisting libraries. Photography for each theme will be used across centrally and locally produced material to achieve consistency in the style of photos and cost savings for Council, Destination Byron and Industry.No additional photography should be sourced, commissioned or usedwithout Council or Destination Byron approval.Byron Shire Council and Destination Byron will be joint custodians of anonline image library. Please contact the Tourism Officer and Byron Shire Council or the Executive Officer at Destination Byron to accessthe image library.

approval processAll communication materials for domestic marketing campaigns must be approved for content and design by Council’s Tourism Officerand/or the Destination Byron Executive Officer.The turnaround time for approval is 5 business days.The above process will;

• Create a consistent visual identity.• Create a learning path for the use of the visual identity with industry and the community.• Assist Council and Destination Byron in understanding more about the visual identity’s application, to enable the production of additional templates.• Assist Council and Destination Byron in the evaluation of strategies to see what is being produced at the national, state and local level.

1. Health and wellbeing (yoga, meditation, visitors, visitors blissing out in Byron Bay)2. Markets, Festivals and Events: Artisan and Produce (showing the range of produce and products available, people enjoying the market vibe, buskers etc.)3. Adventure and activities (people enjoying the outdoors in Byron Bay, surfing, hand gliding, stand-up paddling etc.)4. Characters and people of Byron (capture the vibe and free spirit of Byron Shire)5. Villages (shots of each town and village, for example, the Brunswick Heads River, the Mullumbimby buskers, the Bangalow Main Street etc.)6. Retail (show the diversity of retail options, shopping scenes, innovative/funky retail spaces)

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visual identity guide 2015 - byron shire · 2018-08-01 · we welcome you to the byron shire. enjoy...

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