City of PlayfordCorporate Style Guide 2016

Foreword

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A consistent and professional corporate identity is important for any modern organisation. It says to people we are united as one organisation, committed to the needs of our community and modern in our thinking and behaviour. It also reflects our desire to do the very best we can do.

To be successful, everyone must know how our corporate identity works. This means our staff as well as the suppliers who provide printing, signs, advertisements and the many different items that carry our identity. The central part of our identity is the logo. It contains four elements: the symbol, the name, the type style or font, and the colour.

Contents 1.0 Logo 61.1 Logo Variations 71.2 Colours 81.3 Typography 8

2.0 Writing standards 92.1 Numerals, times and dates 102.2 Referring to City of Playford 122.3 How to address the Mayor and Councillors 12

3.0 Stationery, advertising and uniforms 133.2 Business Cards 153.3 Envelopes 163.4 Media Release 163.5 Advertisements 173.6 Uniforms 18

4.0 Signage and co-branding 194.1 Key signage attributes 224.1.2 Main signage formats and examples 234.1.3 Main signage sizing 244.1.4 Campaign space on signage 254.2 Co-branding 264.2.1 Multiple partners or stakeholders (supporter branding) 264.2.2 Co-venture or joint venture assets 274.3 Plaques 284.4 Street signage 294.4.1 Suburb signage 294.5 Vehicles 304.6 Hoarding (large format banners and signage) 31

5.0 Additional Playford brand elements 32

1.0 Logo

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1.0 Logo

The first important thing to know is the logo has a protected area. This is an area of free space surrounding the logo. No other image or type is allowed to appear in this area. The protected area is equal to one-fifth of the width of the logo. So if you are using the logo at, a width of 40 mm, the protected area must be 8mm all around the logo (40 divided by 5). This is a “no-go zone” designed to ensure the logo is presented clearly and not confused with other material. It is also important to know about minimum sizes. While the logo should always be used in proportion to the size of the item it appears on item, it must never be printed smaller than 12mm in width. Finally, the logo must never be skewed,stretched or angled.

The logo’s font is a combination of Palatino and a script based on Sir Thomas Playford’s actual signature. It has been manually set and therefore is important to use only original digital files and not reset the logotype at any time.

The Protected Area is equal to one-fifth of the width of the logo boundary.

Logo boundary is the invisible rectangle which surrounds the logo.

The Protected Area (one fifth of the logo size)

Logo boundary

Minimum 12mm

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1.1 Logo Variations

Our corporate colours can be used in a number of different ways. The preferred version of the logo uses both the green and black, however the logo can also appear in black or in the white (reverse) form.

Where the logo is to be used in a manner other than printed the logo must reflect the 2 colour logo. For example, metal or wood surfaces should display the landscape (hills) section in matte finish, and lines and writing in a more defined surface.

Full colourReversedBlack

Incorrect Use

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1.2 Colours

This colour set refers to the colours used in the logo itself (green and black) and is to be used in the supporting graphics. Getting the colours right is the toughest part of building a successful corporate identity. So, it is very important to be precise when specifying colours. Use the correct PMS specifications (PMS stands for Pantone Matching System) and always check visually to be sure that colours match our standards.

While the primary colours always remain the same, secondary palettes can vary and/or change depending on visual and colour trends, for example different campaigns.

Coated (C) and Uncoated (U) refer to the colour to be used according to the type of paper being printed on, while the CMYK version is the specification designers and printers will need if printing in full-colour.

Primary Corporate Colours

Playford Green Pantone 347 CPantone 347 UCMYK: 100, 0, 86, 3RGB: 0, 161, 96#00a15f

BlackCMYK: 0, 0, 0, 100RGB: 0, 0, 0#000000

WhiteCMYK: 0,0,0,0RGB: 255, 255, 255#ffffff

1.3 Typography

Typefaces (or “fonts”) are also an important part of corporate identity.

The font “Arial” has been selected to represent our organisation. It was chosen for its contemporary style, legibility and compatibility with devices.

Arial is the font for all printed material, signage and advertising material. Always use the Arial family in corporate materials unless specified and ensure proper spacing. This includes normal, bold and italic fonts from Arial family.

Arial bold is to be used predominantly for titles and headlines.abcdefghijklmnopqrstuvwxyxABCDEFGHIJKLMNOPQRSTUVWXYX

Arial regular or normal should be used for all body text.abcdefghijklmnopqrstuvwxyxABCDEFGHIJKLMNOPQRSTUVWXYX

Arial italics should be used only when needed, to emphasise key words in body text areas for example titles of legislative acts.abcdefghijklmnopqrstuvwxyxABCDEFGHIJKLMNOPQRSTUVWXYX

Variation 50% Variation 20%

2.0 Writing standards

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2.0 Writing standards

Keep language simple and clearSentences that are too long are often unclear. Use two short sentences instead of one long one if possible. Many people have the bad habit of using too many words to express an idea or fall into the trap of using jargon and corporate speak.

2.1 Numerals, times and dates

NumbersUse words for one to nine and use figures for 10 and above. For example: There were two birds sitting in the tree over the past 12 days.

At the beginning of a sentence it is: Eighteen police marched not 18 police marched.

Use of numerals for all numbers used as part of percentages, but use the word “percent” for humanistic copy and the “%” symbol for scientific and statistical copy:

• humanistic: 10 percent (but spell out “10” if it begins the sentence)

• scientific, statistical: 10%

There is no space between numbers and abbreviations, for example: 500km or 210mm.

Telephone numbers should include an area code if relevant and have a space after the second and sixth digit, see:• (08) 8256 0333

Mobile telephone numbers have a space after the fourth and seventh digit, see:• 0401 222 333

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MeasuresUse figures with the abbreviated forms, with NO space between the figure and the abbreviation. The abbreviated forms apply to singular and plural: kilometre (1km), five kilometres (5km), three square metres (3sq m) and 12 hectares (12ha).

Abbreviations for linear measures: millimetre (mm), centimetre (cm), metre (m), kilometre (km), kilometres per hour (km/h); square measures: square centimetre (sq. cm), square metre (sq. m), square kilometre (sq. km), hectare (ha)

Abbreviations for weight: milligram (mg), gram (g), kilogram (kg), ounce (oz.). Spell out tonne and tonnes

Abbreviations for temperature use Celsius (C). Either write 32 degrees or 32C.

CurrencyIf there is a whole dollar amount, it is represented as $55, not $55.00. Use $3 million, not $3,000,000.

Use $3M (un-spaced and without a full stop), after the number where space is at a premium, for example, in tables and graphs.

TimeUse 12-hour time instead of 24-hour time and only the hour if there are no minutes involved.

Correct use:• 8am or 8:30am

DatesDates should be Monday, 1 June 2009

Don’t use 1st, 2nd, use 1 or 2. Don’t forget the comma.

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2.2 Referring to City of Playford

Correct terms:• The City of Playford• Council (capitalised and without ‘the’ preceding it)• Playford*

The first reference should always be the organisation’s full name then alternated with Council thereafter.

* The term ‘Playford’ may be used for media releases and marketing publications, for example: Playford’s Community Newsletter.

2.3 How to address the Mayor and Councillors

When addressing the Mayor and Councillors in corporate correspondence such as:

• Reports to Council and Committee meetings,• Memorandums,• Letters• Facsimiles• Emails

Correct terms:

• Mayor and Councillors• Mayor Joe Smith• Councillor Joe Smith• If addressing to two or more : Councillors Smith, Brown

and Green

3.0 Stationery, advertising and uniforms

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3.0 Stationery

The stationery specifications on this and the following pages establish the application of the logo and thereby provide examples for other items. Templates for most corporate stationery are available from the Marketing team.

3.1 A4 Letterhead Specifications

Size: 210 x 297mmPantone colour: Playford Green (RGB 0, 161, 96) and black

Text attributes:Colour: black (address); Playford Green (RGB 0, 161, 96) (highlighted text)Font used: ArialFont size: minimum 11ptBody text side margin. To allow for optimal usability of space body text is to be placed 10.7mm in from the left side of the page.

This is set as ‘narrow’ margins in Microsoft Word.

10.7 mm (narrow) margins all around

3.2 Business Cards

Business cards are to be ordered through the Marketing team.

SpecificationsSize: 90 x 55mm

Back:Name Text:Arial Bold, Black, 11pt

Title text:Arial normal, Pantone Cool Grey, 11pt

Other text attributesArial normal, Pantone Cool Grey, 10pt

1. Business card front is to always appear in the corporate colours or imagery provided. In most instances it can be used as a campaign space provided by the Marketing team only.

2. Business card back is to have black/grey type against a white background.

3. Optional photo is to take up the entire front and be of a high professional quality.

4. City of Playford logo is to appear at least 20mm in height

5. The back of the card is to be unvarnished to allow for possible handwritten notes.

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Mayor, Elected Members and Executive only FRONTA professional portrait photo of the subject must take up the front of the business card.

Staff FRONTAn allocated graphic will be given that represents Playford.

The BACK remains the same for all, with details unique to the person.

Example

Campaign

Space

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3.3 Envelopes

SpecificationsSize: 224 x 124mmPantone colours: blackFonts used: Arial(Bold: “Delivery Address” title only)Font size: 11.5pt (address), 8pt (deliveryaddress) and 7.5pt (No stamp required)

3.4 Media Release

3.5 Advertisements

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Data and Analytics OfficerOngoing

Full TimeGO6 ($82,820.30 - $88,214.79)

Grow your career with South Australia’s Next Great City.

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The position description is available by visiting the above website.Written applications addressing the essential and desirable criteria and a CV should be sent via email to employment@playford.sa.gov.au

Applications close at 5:00pm, Tuesday 16 February 2016

playford.sa.gov.au/employment

Northern Sound System Consultation

The City of Playford is the most northern Local Government area of metropolitan Adelaide and is undergoing a massive transformation.

Employing more than 400 people, we are a progressive and forward thinking Council, set to deliver $91.2 millionof services and $42.5 million of capital projects to the community in the coming financial year. As an innovative council, the City of Playford provides excellent working conditions and benefits to support employees to realise their potential within a leading edge Local Government environment. Make your mark in a fast paced, dynamic and innovative Council.

For more information call 8256 0333.

playford.sa.gov.au/NSS

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3.6 Uniforms

The wearing of corporate uniforms (where they have been provided) is mandatory for staff in the following teams;• Library Staff• Customer Service Officers• Civic Centre Function staff• Northern Sound System• Environmental Officers• Community Inspectors• Others - primary position is

reception/front counter

Here are provided examples of the uniform standard colours and use of logo.

4.0 Signage and co-branding

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Confusion Just tell me what

to do next!

Direction Which way to go?

?

Destination Where are you going?

Landmarks What is along

the way?

Direction Which way now?

Where to go?

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These signage specifications establish the location of the logo’s relationship to titles, headings and text. When signs vary in proportion to these examples, the contractor, in consultation with the City of Playford Marketing team will select the appropriate layout. Specification drawings are not to scale. All measurements are in millimetres.

Rules are not meant to be broken

It makes sense that the purpose of signage is to make places easy to identify, and to help people find their way to and through those places. Design that is clear, consistent, predictable and on-brand will help people to use our signage to find their way to our assets – and within our assets.

We can build the Playford brand by identifying / marking all our assets with the Playford logo. We also need to consider key points in a person’s journey. We can help people find their way by telling them:

Imagine that you are running late, in traffic, to get to an interview at the Playford Civic Centre, Meeting Room 1. There are three things you need to do:

1. Get to (the City of) Playford2. Find the (City of Playford) Civic Centre3. Find Meeting Room 1 (within the Civic Centre)

At each step, the previous step becomes obsolete. Information that doesn’t help you get to your destination is also obsolete. So, onceyou are inside a site, you don’t need to know the name of the site, who owns it or anything else that doesn’t help you get to where you want togo. You just want to find that room.

This is why we have kept all non-critical information out of the entry, wayfinding and facility signage system. For any other signage not outlined in this guide, please contact the marketing team marketing@playford.sa.gov.au.

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Directional Arrow Style

10%

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4.1 Key signage attributes

Full colour logo on top in white space

Body section campaign space

Main text Arial, bold, white. To take up 80% width of sign, and/or campaign text

Secondary text left aligned to take up no more than 80% width of sign. Ensure there is space on either side.

Website “playford.sa.gov.au” to remain at the bottom of each sign, below white line.Text sits on the 10% mark from bottom of sign.

playford.sa.gov.au

4.1.2 Main signage formats and examples

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CarparkAn extra element of

direction for someone new arriving to the asset, looking for where to go.

playford.sa.gov.au

Playford Civic Centre

Council Chambers

Function Centre

Great Hall

playford.sa.gov.au

Welcome To the Playford area. Gateway

signage to let people know they are in Playford and welcome

them to our City. This follows the same guidelines

as campaign signage.

Campaign Signage The design is deliberately

versatile, allocating a space where a ‘skin’ or ‘wrap’ may

be applied when an important campaign or event occurs. See pg 18 for more details.

WayfindingDirectional signage to

be placed strategically to show people where main

Council assets are located.

Note arrow style pg 15.

Asset EntryTo be placed strategically in front of the asset to let people know they have

arrived at the right place. See 3.2 for jointly owned

buildings.

Civic Centre

Health Precinct

playford.sa.gov.au

Facility and fascia signage Abiding by these general branding

and signage guidelines there may be flexibility with this format. All must be

approved by the Marketing team.

Building Entry LabelsTo be placed on doorways and

key entrance points.

Council Chambers

Playford Civic Centre

Council Chambers

Function Centre

Great Hallplayford.sa.gov.au

Campaign

SpaceCampaign

Space

4.1.3 Main signage sizing

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playford.sa.gov.au

Playford Civic Centre

Council Chambers

Function Centre

Great Hallplayford.sa.gov.au

Scale 1:50

5600mm x 2000mm 2900mm x 1000mm

Civic Centre

Health Precinct

playford.sa.gov.au

3866mm x 1333mm175cm person(5ft 9in)

1450mm x 1000mm

Playford Civic Centre

Council Chambers

Function Centre

Great Hall1000mm

6000mm

5000mm

4000mm

3000mm

2000mm

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4.1.4 Campaign space on signage

The design of this signage is deliberately versatile, allocating a space where a ‘skin’ or ‘wrap’ may be applied when an important campaign or event occurs.

The green area indicates the campaign spaces. Any campaign must utilise this space only - it cannot exceed the green panel.

All campaign signage must be approved by the Marketing team.

Campaign

Space

playford.sa.gov.au playford.sa.gov.au

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4.2 Co-branding

4.2.1 Multiple partners or stakeholders (supporter branding)

In some applications we may need to introduce and recognise multiple partners or stakeholders. This is also referred to as supporter branding. In these instances, all partners are represented equally in height [see figure below].

Playford City

Playford City

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4.2.2 Co-venture or joint venture assets

In the case of co-venture, or joint venture assets, co-branding is required to recognise all parties. When we see a City of Playford logo, we think of Council, and perhaps it marks a council service. This could be confusing if we want the viewer to think ‘swimming centre’, not ‘council service’. Therefore a hierarchy of information is required. Think ‘this event is brought to you by..’ or ‘this swimming centre is brought to you by the City of Playford...’

All council assets must still have a visual City of Playford brand presence. However the council brand can be secondary to the asset’s brand, for example Northern Sound System or Aquadome (see above).

Consult the Marketing team for clarification or further information.

A council asset that offers council services is branded by Council and then the asset.For example Playford’s Grenville Community Connections Hub.

A council asset that offers a non-council service is branded by the service then Council. For example The Aquatic Centre [Aquadome] brought to you by Playford.

Grenville Connections Community Hub

playford.sa.gov.au

Australian Government

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4.3 Plaques

A plaque is a metal sign mounted to a bench (or similar).

The design and material selected for the plaque is overseen by the Marketing team to ensure consistency and compliance with Council’s branding, style guide and suitability for the location.

Each plaque will feature the Council logo at a minimum of 40mm height.

The typeface (Arial) must be used large enough to be clearly legible and text should be centered.

The size will be influenced by the location and size of the item that the plaque is affixed to.

The standard plaque has four lines. If extra lines are required it will incur additional cost.

Refer to 3.2.1 for co-branded plaques.

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PLAYFORDBVD

Suburb Marker

4.4 Street signage

Text: Printed Arial, black, all caps on white backgroundfull colour logo on white background

PLAYFORD BVD

Traditionally occurring on green wooden stilts, these can occur in a more modern format as long as the main part of the sign follows this guideline. Text: Printed Arial, black, sentence case on white backgroundfull colour logo on white background

4.4.1 Suburb signage

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4.5 VehiclesWith vehicles travelling throughout the city on a daily basis, they present a far-reaching medium on which to display the brand.

Playford vehicles are typically white, with logo placement as shown below.

A minimum of one third of fleet vehicles are to be branded with a campaign design.

Campaign

Space

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4.6 Hoarding (large format banners and signage)

A hoarding is a temporary wrap, usually constructed of mesh, which is placed on the fences of development sites.

Campaign Space

for story telling

Co-Branded (funded) see also 3.2

Generic

Partner

LogoImageImage

5.0 Additional Playford brand elements

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Playford signatureTo be used as an additional brand element, NOT as a replacement for the official Playford logo.

Social media iconsTo be placed with contact details.

Playford ‘Swish”An extra graphic element, which has been incorporated into some marketing materials including Library and Grenville Hub. Ideally, only a portion of the swish is shown at the one time (see example below).

Other style guides that exist in Playford, not directly monitored by the Marketing team.

Northern Sound System Contact Manager Northern Sound System

The Shedley Contact Manager Shedley Theatre

Stretton CentreContact ManagerStretton Centre

For any enquiries relating to Council’s Corporate Style Guide please contact the Marketing team.

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