Metters Canberra model stove, Nil Desperandum, Tidbinbilla

We are committed to growing Canberra as a destination of choice. VisitCanberra does this by building and sharing the Canberra brand in a consistent and cohesive way.

The heart of VisitCanberra’s brand is the home of the Australian story. This is where people come to value what makes us uniquely Australian and to make their contribution to the story.

The purpose of this brand book is to provide you with an understanding of the key elements of our brand, why they matter and the role you play.

Before embarking on a project that utilises the VisitCanberra brand we recommend that you familiarise yourself with this brand book as well as the design guidelines set out in our style guide. This will ensure you maintain the integrity of the brand.

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A brand is more than a logo, a tagline or a television advertisement.A brand is an overall image, personality and identity that endures from every experience people have with a product or service.

We use a shortened definition of a brand: a brand is a cognitive short cut to make informed decisions.

We need to help our audience make that short cut, by providing a consistent message through all of our touch points.

What are the ideas, memories and attitudes that spring to mind when we think of Canberra? How do these pieces of the brand create a cohesive narrative?

We have identified the heart of our tourism brand as the home of the Australian story. This brand book looks at the elements that support that position. By understanding the true meaning of the brand and its components we can help raise awareness of our capital, support positive perceptions and communicate a consistent message to the market place.

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Brands are conversations. In a socially and digitally connected world, a brand’s voice resonates and spreads beyond the brand owners. It accumulates into a perception, whether we are aware of it or not.

The people who have human interactions on behalf of the brand have the biggest impact — the people who work in and for Canberra.

Each person who shares their voice for Canberra has an impact. A collective voice matters.

If everyone understands, not just what the brand looks like, but what it stands for, we will continue to build a powerful promise for Canberra and the region. This means using consistent language and tone of voice and linking each communication back to the central proposition. This will help create an emotional attachment that is an integral part of a strong brand.

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Canberra’s brand essence is the home of the Australian story. Canberra is Australia‘s capital — the city that houses the story of our country’s freedom, spirit, achievements and aspirations. A visit to Canberra is packed with intriguing events, people and unrivalled cultural attractions — all within easy reach of the vibrant city and surrounding national parks.

Discover where we come from: our journey, our history and our learning along the way.Canberra belongs to all Australians. It is the home of the Australian story.

Canberra is a place to celebrate what we’re proud of: our heroes, our champions and our leaders across all walks of life. Through its institutions it is symbolic of the things we love: our freedom, our democracy and our way of life. As a growing and vibrant city, with the Australian bushland integrated within our urban environment, Canberra shows much of what is best about our way of life.

As well as understanding our journey and celebrating our achievements, in Canberra we can also begin to imagine where our nation is going, and what our vision is for the years ahead.

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OUR LOGO

This is our brand mark: the combination of our name with a symbol that conveys our brand identity.

ESSENCE

This is the single idea that differentiates Canberra from other tourism destinations.

VALUES

These are the behaviours and aspirations that are consistently portrayed in our Canberra promotions.

PERSONALITY

These are the set of personality characteristics that best portray our capital to visitors.

BENEFITS

These are the practical and emotional rewards that flow from visitors’ experiences in Canberra.

ATTRIBUTES

These are the physical features of our city that make Canberra unique and attractive to visitors. They provide the evidence to support our brand essence.

The Canberra brand consists of six key elements:

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OUR LOGOA brand mark or logo is the combination of an organisation’s name, symbols and colours that convey visually it’s brand identity. The colour scheme of the VisitCanberra logo reflects the vibrant clear blue skies that the Canberra region is known for.

The shape reflects the ‘speech bubble of Australia’, symbolic for the city that tells Australia’s stories.

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Canberra is Canberra isn’t

A place that belongs to all Australians A world apart

Engaging, open Aloof and self-important

About people and their stories Just buildings and monuments

A diverse, innovative city Bland and soulless

Who we are? Our identity, our spirit, our people

Where we come from? Our journey, our history, our learning

What we are proud of? Our heroes, our champions, our leaders

The things we love? Our freedom, our democracy, our way of life

Where we are going? Our future, our vision, our growth

BRAND ESSENCEHome of the Australian story

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19Faces of Australia, National Archives of Australia

What are the beliefs and aspirations that are consistently demonstrated in the way we talk about Canberra?

• Authenticity • Pride • Inclusiveness • Australian spirit

AuthenticityAuthenticity means that visitors enjoy an experience that is true to reality, providing a window onto the culture, heritage, history and identity of a place and its people. Canberra provides this window into the Australian soul.

PrideWe are proud of our capital city and the way it portrays Australia — our history, our heroes, our democracy and our way of life. We are proud of the way it integrates Australia’s unique landscape within a vibrant, modern city.

InclusivenessCanberra is a culturally diverse, cosmopolitan place where everyone is welcome. It belongs to all Australians, regardless of their age, background or country of origin, and tells stories that reflect this diversity. Our overseas visitors will also be engaged in our story.

Australian spiritAs the Home of the Australian story, Canberra reflects the uniquely Australian spirit that values friendship, freedom and a fair go. In the Australian tradition, we don’t take ourselves too seriously and we maintain a sense of humour.

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BRAND VALUES

21Questacon — The National Science and Technology Centre, artwork by Julie Ryder developed for Enlighten 2012, with the support of The Electric Canvas. Photographer Adam McGrath

22 Ken Helm, winemaker, Jeir Creek Winery

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What is the set of human personality characteristics that best capture the spirit of Canberra? Canberra is:

• Engaging • Connecting • Intriguing • Energetic

EngagingAn engaging person is one we want to have a relationship with, to interact with and to share with. As a destination, Canberra invites people to become immersed in experiences and to invest something of themselves in what they do and see. We want our visitors to be involved, not simply passive observers.

ConnectingCanberra is about the heart, not just the head. We reach out to people to form authentic emotional connections — pride, surprise, curiosity, amusement, gratitude, joy, pleasure, excitement. We think about the emotional rewards we offer to visitors, not simply about what they will see, do or learn.

IntriguingCanberra doesn’t reveal all its secrets at first glance, but is full of surprises as people delve deeper. Communication can be provocative, giving a taste of the Canberra experience and encouraging visitors to discover more.

EnergeticCanberra is a young city with an educated and active population. This generates an energy that is reflected in our robust economy, our increasingly vibrant urban precincts, our participation in sport and our outdoor activities. It means we can offer visitors a multi-dimensional experience in addition to our unique attractions.

BRAND PERSONALITY

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BRAND BENEFITS

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The practical benefits Canberra offers as a tourism destination are:

Learning: Visitors to Canberra can learn through experiences at our national attractions, memorials and exhibitions around Canberra, where Australia’s story and heritage is brought to life

Richness: Canberra combines its unique natural attractions with diverse experiences, from mountain biking and rugby to fine dining, winery visits and many special events, festivals and celebrations. This means a visit to Canberra is full of variety.

Accessibility: Canberra’s compact size, excellent roads and connectivity to the region means that visitors can pack a lot into each day. You can combine bushwalking or winery tours with the comfort of a city hotel.

The emotional benefits that Canberra offers as a direct result of its brand essence are:

Understanding: Beyond learning comes understanding. This is the authentic emotional benefit that stems from knowing more about Australia’s past, present and future.

Sense of belonging — connection:Seeing your own story reflected in the capital brings a sense of reconnection and community. In Canberra, visitors can identify with authentic stories that show who we are, where we come from and what we’re proud of collectively as a nation.

Stimulating: Canberra can stimulate all your senses with a rich cultural offering (art, music, theatre), a unique series of events (Floriade, Enlighten, National Multicultural Festival, Canberra District Wine Harvest Festival) and a thriving food and wine scene.

Sense of discovery: The stories told and shared through a visit to Canberra will form part of a journey of discovery and dispel negative perceptions.

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BRAND ATTRIBUTESThese are the physical attributes that make up Canberra’s tourism offering. Not all of these attributes are unique to Canberra, and some are more meaningful than others in substantiating the brand essence of Home of the Australian story.

Unique attributesNational attractions remain Canberra’s unique point of difference and are the reason why Canberra is the Home of the Australian story.

Cultural focus Canberra offers a cultural feast with permanent and special exhibitions.

Supporting attributesFour seasons Canberra’s climate, geography and its abundance of European and native trees set it apart from other Australian capitals, so each season offers a different experience.

Events in the Canberra calendar have appeal to various audience groups and offer reasons to visit at particular times of the year.

Food and wine, a wonderful natural environment, recreational facilities and the development of vibrant precincts are creating a new conversation for Canberra.

27Pod Playground, National Arboretum Canberra

four seasons food and wine SUPPORTING ATTRIBUTES

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ESSENCEHome of the

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VALUES

authenticity pride inclusiveness

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engaging connecting

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PRACTICAL BENEFITS accessibility

understanding sense of belonging EMOTIONAL BENEFITS stim

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Canberra brand wheel

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The tone of voice in all communication should spring from the brand essence and values.

We do We don’t

Talk naturally Talk in a condescending way

Sound sincere and authentic Sound pompous

Show our emotions Over-intellectualise

Engage around the Australian story Take ourselves too seriously

Have a sense of humour Make jokes

Use active language Use clichés

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We invite you to own and share in our story.Drop in, give us a call or join in the conversation online. There are plenty of opportunities to share and more we can discover together. We would love to hear from you!

To download this brand book and our style guide, find out about partnership opportunities, access research reports, media releases and our image library, visit tourism.act.gov.au

Level 8, 220 Northbourne Avenue Braddon ACT 2612, Australia

T: +61 2 6205 0666 F: +61 2 6205 0629 E: visitcanberra@act.gov.au