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CENTRAL OTAGORegional Identity Guidelines

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CONTENTS

Preserving the Passion – ForewordMake the most of this tool-kitLogo – Capturing our RegionLogo SpecificationsOur logo - What not to doColour PaletteTypographyPattern, Shape and Graphic DevicesGraphics Brought to LifeUsing the Official Partner logo Photographic Style

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By virtue of the fact you have this document in front of you, you’re passionate about Central Otago.

It helps define our New Zealandness in a special way unique to us . It’s also a practical toolkit of how to use the graphic design system for

Central Otago. There are a number of core elements that have been carefully designed to work in harmony with one another and take their

inspiration from the land, seasons and people.

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MAKE THE MOST OF THIS TOOLKIT

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MAKE THE MOST OF THIS TOOLKIT

As an official partner and for anyone who would like to align with the Central Otago regional identity and its values, you can share this Toolkit with your graphic and or web designer. For those who would like to be aligned, make sure you’ve filled in the integrity agreement and met with the regional identity manager first.

Whether you’re creating a website, brochure, or advert why not hero our place – Central Otago - A World of Difference. After all, this is a world that celebrates difference from our landscapes, seasons, people, products and experiences.

There are fonts, colours and design elements you can use to help reinforce our special place. We’ve also included some examples to help inspire - we hope they’re useful.

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LOGO – CAPTURING OUR REGION

The Symbol

Inspired by Central Otago’s strong iconographic landscapes; golden rolling hills, sweeping skies and a vast sense of space and the region’s people who are resilient and strong, free spirited and proud.

To represent all of this and our values, the upper part of the symbol’s circular form represents a solitary cloud whisked upward against a vast, deep blue sky. The lower form represents both the landscape and the New Zealand native falcon, the Karearea.

In symbolic language, the falcon is associated with noble-natured people, strength, bravery, ingenuity and high spirits, evoking freedom and pride as it soars above the golden, contoured land. We, too, can soar here.

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The preferred logo version is the colour, horizontal version with tagline and should be used wherever possible. There are also vertical, colour, black-and-white and reverse versions of the logo.

Clear Space

The logo needs breathing space, so here is the minimum area of space around it. The clear space is equal to 11/2 times the height of the ‘N’ in ‘CENTRAL’. The clearance space rule applies to all applications of the logo. Please don’t be tempted to compromise this.

N size =

Clear Space = 1 + 1/2 ‘N’

Minimum Size

For legibility reasons, the logo should never appear smaller than the recommended sizes shown here.

LOGO SPECIFICATIONS

Clear Space

Minimum Size - Press Minimum Size - Other Applications

18mm 7.2mm

32.5mm 23mm

40.5mm 28.5mm

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NO

Do not alter, stretch or squash.

NO

Do not change the font with other fonts.

NO

Do not rotate the logo.

NO

Do not place the logo on images where there is insufficient contrast or clear area for the logo to be legible.

NO

Do not place the logo on conflicting coloured backgrounds or images.

CENTRALOTAGO

NO

Do not change the colour of any element in the logo.

OUR LOGO

WHAT NOT TO DO

Please don’t be tempted to redesign our logo. We are relying on you to do the right thing with our logo. So here are some examples of what not to do.

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The Central Otago regional identity colours have been carefully chosen to capture our region’s unique visual character.

Our seasonal extremes provide a strong basis for our colour system, reflecting our spring, summer, autumn and winter.

Together, these colours reflect not only local natural colours, but also the changing seasons, emphasising ‘A World of Difference’.

When choosing a colour palette for your marketing, think about emphasising the colours of our region.

The tone of each colour, has been selected for its strength to work on white or black, providing versatility of use.

We’ve limited the colour palette choice to these colours to reinforce the unique visual character of the Central.

COLOUR PALETTE

SchistPMS Cool Grey2CC23 M15 Y14 K1R205 G205 B208WEB #D0D0CE

AutumnPMS 1525CC17 M80 Y100 K5R184 G56 B0WEB #B94700

SpringPMS 5767C C42 M29 Y79 K28R123 G128 B60WEB #8A8D4A

WinterPMS 542CC70 M30 Y6 K3R75 G134 B190WEB #7BAFD4

SummerPMS 7511CC24 M65 Y99 K16R157 G87 B8WEB #B77729

ShadowPMS BlackC0 M0 Y0 K100R20 G20 B20WEB #2D2926

EarthPMS 7532CC44 M53 Y64 K57R81 G64 B48WEB #63513D

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Strong typography was specifically chosen to fit with our values, readability and flexibility of use. Limiting the number of fonts is key to creating a distinctive visual style. The following three fonts were chosen for Central Otago.

TrajanThis has a classic authority and sense of grandeur appropriate for the vast open spaces of Central Otago. Trajan is for feature heading use only.

TransitThis font was selected for its clear open style to reflect the pragmatic, solid honest nature of Central Otago making Transit ideal for being the primary font.

ArialThis simple, clean font is preferred above all others for use in internal communications and as a default font for website and email.

TYPOGRAPHYTrajan - Feature Headings

ABCDEFGHIJKLMNOPQRSTUVabcdefghijklmnopqrstuv123456789!@#$%^&*()

Regular Bold

Transit - Primary Font, External Communications

ABCDEFGHIJKLMNOPQRSTUVabcdefghi jk lmnopqrstuv123456789!@#$%^&*()

Regular Italic Bold Bold Italic Black

Arial - Internal Communications

ABCDEFGHIJKLMNOPQRSTUVabcdefghi jk lmnopqrstuv123456789!@#$%^&*()

Regular Italic Bold Bold Italic

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PATTERN, SHAPE AND GRAPHIC DEVICES

We’ve created some unique graphics to add a richness to the visual design system for Central Otago. These graphics add a depth to designs and can help fill a space in your design when photography is not available.

• The fine contour lines reminiscent of topographical lines and echo the undulating shapes of our landscape can be used in part or as a whole to break large areas of solid colour.

• The upper part of the logo, can be used as a stand-alone element, or as a water-mark.

• Two graphics are designed to use as spacers within text and headings.

• Colour bar tags featuring our seasonal colours can be used at the edge of a page or as a divider between images and text.

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1. MAKING A DIFFERENCE > We will inspire and lead others with

our special point of difference.

2. RESPECTING OTHERS > We will respect our cultural and

personal differences.

3. EMBRACING DIVERSITY > We will recognise differences and

embrace diversity.

4. ADDING VALUE > We will always ask ourselves if there is a

better way - one that achieves a premium status.

5. HAVING INTEGRITY > We will seek to be open and honest.

6. LEARNING FROM THE PAST > We will learn from past experiences

with future generations in mind.

7. MAKING A SUSTAINABLE DIFFERENCE > We will make decisions

in business with the community in mind and in harmony with the

natural environment.

8. PROTECTING OUR RICH HERITAGE > We will protect and

celebrate our rich heritage in landscapes, architecture, flora and fauna

and different cultural origins.

9. MEETING OBLIGATIONS > We will meet legal obligations at both a

local and national level.

2930_DL_LaunchBroch_FIN.indd 2 5/12/06 4:36:37 PM

1. MAKING A DIFFERENCE > We will inspire and lead others with

our special point of difference.

2. RESPECTING OTHERS > We will respect our cultural and

personal differences.

3. EMBRACING DIVERSITY > We will recognise differences and

embrace diversity.

4. ADDING VALUE > We will always ask ourselves if there is a

better way - one that achieves a premium status.

5. HAVING INTEGRITY > We will seek to be open and honest.

6. LEARNING FROM THE PAST > We will learn from past experiences

with future generations in mind.

7. MAKING A SUSTAINABLE DIFFERENCE > We will make decisions

in business with the community in mind and in harmony with the

natural environment.

8. PROTECTING OUR RICH HERITAGE > We will protect and

celebrate our rich heritage in landscapes, architecture, flora and fauna

and different cultural origins.

9. MEETING OBLIGATIONS > We will meet legal obligations at both a

local and national level.

2930_DL_LaunchBroch_FIN.indd 2 5/12/06 4:36:37 PM

DL inside pages

GRAPHICS BROUGHT TO LIFE

Award Certificate

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Front & Back Cover

Street Banner

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Horizontal Logo

29mm 25mm

Minimum Size - Press Minimum Size - Online

Vertical Logo

Minimum Size - Press Minimum Size - Online

15mm 12mm

USING THE OFFICIAL REGIONAL IDENTITY PARTNER LOGOWe want the Official Regional Identity Partner logo to work in harmony with your own look feel to your business or organisations so we have created a number of different formates to give you a choice. There are horizontal, vertical, colour, black -and-white and reverse versions of the Partner logo.

Minimum SizeEach logo format has a minimum size, after all it needs to be legible. There are different minimum sizes for print and online applications. When using the Partner logo online we want you to make a link through to the Regional Identity website www.aworldofdifference.co.nz

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There is no right or wrong place to put the Central Otago Regional identity partner logo on your website, it’s more about choosing a spot where viewers would naturally look for additional information about your business or organisation. The most likely place is next to you key contact details or next to other logos, or quality standards that are important to you.

EXAMPLES

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PHOTOGRAPHIC STYLEGetting the right imagery to express the essence of Central Otago takes both time and money; however, a strong image can have a lasting impact. Here are examples of the type of imagery to capture the essence of our place, product and people.

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LANDSCAPESImages that capture our distinctive landscapes - the flat tops hills, fresh blue skies, extreme seasonal changes, that sense of space and scale.

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TEXTURESClose-ups of textures with the beauty of nature gives a contrast to the wide open spaces and a visual interpretation of A World of Difference.

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PEOPLEWe want to capture the real people of Central Otago with a strong sense of belonging and regional pride. This is a place of individuals with their own sense of style needs to be captured in the natural environment.

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ACTIVITIESCentral Otago is all about space and relaxation; a connection to the land and responses to the seasons and the environment. It’s the attitude and the pace of life we need to capture, with the focus being on the individual’s moment.