Download - Melbourne brand manual
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City of Melbournebrand ManualSponsorship styleguide April 2010
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2 Contents
Definitions 3OurBrandmark 4BrandmarkLock-ups 5ColourPalette 6ClearSpace 7MinimumSize 8Co-sponsorship 9IncorrectUsage 10Filenames 11Contact 13
intro
The City of Melbourne corporate Identity is a visual representation of our brand positioning. It enables a unified, positive, flexible and future focus for the City of Melbourne. The following pages explain the multiple iterations of the City of Melbourne corporate identity system, and the rules around using them correctly to create an inspiring and forward thinking brand.Please follow the guidelines carefully. We have developed these guidelines to help to build and maintain a clear, consistent and successful visual identity.
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A. Symbol
The‘M’elementinallcolourversions.
B. Type
Thewords‘CityofMelbourne’.
C. Lock-up
Theconfigurationofthesymbol(A)andthetype(B).
D. Brandmark
Thebrandmark(D)isthe‘M’symbolinanyofit’sversions(A),thetype‘CityofMelbourne’ineitheroneortwolines(B)whenusedtogetherineitherlock-up(C).
A+B+C=D
definittions3
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TheCityofMelbournebrandmarkisavisualrepresentationofourbrand,anditsintegritymustbemaintainedatalltimes.
Itcomprisesoftwoelements:The Symbol The Type
Thebrandmarkmustalwaysappearintheproportionsshown,andnoattemptshouldbemadetoredraw,stretch,squeezeordistortthebrandmarkinanyway.
4 our brandMark
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Thebrandmarkelements(symbolandtype)canbeusedintwodifferentlock-ups:Sponsorship AStackedrightSponsorship BHorizontalstacked
brandMark loCk-ups
SPonSorShIP A (PreferreD loCk-uP)
SPonSorShIP B
Usedwhenlegibilityofthe‘CityofMelbourne’typerequiresequalprominencetothe‘M’symbol,orwheretherearespaceandlayoutrestrictions.
Formediumscaleusagewherethe‘CityofMelbourne’typeneedsgreaterprominence.Noteminimumheightoffullcoloursymbolis10mm.
SPonSorShIP A (PreferreD loCk-uP)
SPonSorShIP B
Usedwhenlegibilityofthe‘CityofMelbourne’typerequiresequalprominencetothe‘M’symbol,orwheretherearespaceandlayoutrestrictions.
Forsmallscaleusagewherethe‘CityofMelbourne’typeneedsgreaterprominence.
SPonSorShIP A (PreferreD loCk-uP)
SPonSorShIP B
Usedwhenlegibilityofthe‘CityofMelbourne’typerequiresequalprominencetothe‘M’symbol,orwheretherearespaceandlayoutrestrictions.
Formediumscaleusagewherethe‘CityofMelbourne’typeneedsgreaterprominence.Noteminimumheightoflinedsymbolis10mm.
5
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BACkgrounD Colour - DArk
BACkgrounD Colour - lIghT
Whenusedinasponsorshipcapacity,theCityofMelbournecolourpaletteconsistsof2variations–the‘corporate’blueandgreenasappearsonpage4andthe‘mono’versionsaspertheadditionalexamplesonthesamepage.
Colour uSAge
Thecolourbrandmarkshouldonlybeusedonalightorwhitebackgroundordarkorblackbackground.Thecolourbrandmarkshouldneverbereproducedasagrayscalebrandmark.Usethemonoversions.
The2monoversionscanbothbeusedinpositiveandnegativeformats.Forexample,theblackbrandmarkonwhiteorlightcolourbackgroundorthewhitebrandmarkreversedoutofablackordarkcolourbackground.
6 Colour palette
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Tomaximisethebrand’spresenceandvisualstandout,thereisadefinedminimumclearspacearea.
Thisclearzonearoundthebrandmarkdefinestheareaintowhichnoothergraphicelements,suchastext,imageryorotherbrandmarkscanintrude.
Thedistancemarkedxrepresentsthewidthofthe‘M’symbolleg.Theformulashownoppositeappliestoallsizesofbrandmarkreproduction.
Clear spaCe
X X
X
X
X
1/2 X
1/2 X
X1/2
X1/2
X
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Foreaseofrecognition,aminimumsizehasbeensetforthedifferentversionsofthebrandmark,inordertoassuresuccessfulreproduction.
MiniMuM siZe
full Colour BrAnDMArk MInIMuM SIze PreferreD SolID BrAnDMArk AT MInIMuM SIze
‘M’height10mm
‘M’height12mm
reCoMMenDeD SMAll SCAle uSAge
‘M’height5mm
‘M’height10mm
‘M’height5mm
SolID BrAnDMArkS MInIMuM SIzeS
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SIngulAr
MulTIPle
WhentheCityofMelbournebrandmarkneedstositsidebysideanadditionalsponsororsupporter,size,placementandrelevanceneedtobeconsidered.
TheSponsorship Astackedrightversionofthebrandmarkshouldbeusedforthemajorityofco-sponsorshipusesduetotheequallegibilityofsymboland‘CityofMelbourne’type.
TheSponsorship B horizontalbrandmarkcanbeusedwhenproportionallyabettermatch.
Co-sponsorsHip
Whenbrandmarksmustworksidebyside,thesecondarybrandmarkmustappearinequalsizetotheCityofMelbournebrandmark.
Takingthesizerulingoftheabovesingularrule,placemultiplesupporterbrandmarksnexttoeachother,adequatespacingmustbeleftbetweeneachsupporterbrandmark.
9
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CITY OF
inCorreCt usaGe
Tomaintainconsistencythroughoutouridentityapplicationitisessentialthatthebrandmarkisneveralteredinanyway.
Hereareafewexamplesofwhatnottodo.Thesamerulesshownhere,willapplytothealternativeconfigurationsofthebrandwork.Itisessentialthatthebrandmarkisalwaysreproducedfromthemasterartwork.
Donotusemultiplepatternswithinakeylinebrandmark.
Donotuseacoloursthatdonotsitnexttoeachotherinthecolourwheel.
Donotplaceafacetonthesamegradientusedwithinthefacet.
Donotfillinthekeylinebrandmarksporadically.
Donotusethegridandfacetpatternstogether.
Donotuseconflictingcolourstogether.
Neverplacethebrandmarkonaveryconflictingcolour.
Donotredrawthemasterbrandmark.
Donotputrandomelementsinsidebrandmark.
Donotplaceafacetonthesamecolourusedwithinthefacet.
Donotusemultiplecoloursthatdonotsitnexttoeachotheronthecolourwheelwithinanybrandmarks.
Donotusebrushstrokesorchangethekeyline.
Donotoutline.
Donotaltertheconfigurationofthetypography.
Donotusemultiplecolourswithinakeylinebrandmark.
Donotuseimageswithinasmasterbrandmark.
Donotuse‘CityofMelbourne’typeonitsown.
Donotchangethe‘CityofMelbourne’typewithotherfonts.
Donotusedropshadows.
Neverdistort/stretchbrandmark.
Donotchangetheproportion/relationshipbetweenthebrandmarkandthe‘CityofMelbourne’type.
Donotuseglows.
Donotputbrandmarkonaperspective.
Donotaddanyotherelementswithintheclearspacedefined.
Donotcolourmultipleshardswithinafacetwithuncomplimentarycolours.
10
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Thefollowingaretheexactfilenamesforthecorrespondingbrandmark.
file naMes
CoM_sponsor_secA_Colour.eps CoM_sponsor_secB_Colour.eps
CoM_sponsor_secA_Solidlines.eps CoM_sponsor_secB_Solidlines.eps
CoM_sponsor_secA_Solid.eps CoM_sponsor_secB_solid.eps
11
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Thefollowingaretheexactfilenamesforthecorrespondingbrandmark.
file naMes
CoM_sponsor_secA_Colour_Rev.eps CoM_sponsor_secB_Colour_Rev.eps
CoM_sponsor_secA_Solidlines_Rev.eps CoM_sponsor_secB_Solidlines_Rev.eps
CoM_sponsor_secA_Solid_Rev.eps CoM_sponsor_secB_solid_Rev.eps
12
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For all City of Melbourne brandmark usage, artwork must be approved by a City of Melbourne Brand and Marketing staff member before proceeding.
ContaCt13