TREASURING OUR CORE SPIRIT

125 YEARS

Brand Style GuideFirst edition, December 2017

A brand is the vital link connecting the 125th anniversary with a myriad of events & activities.

The appearance of our collective marketing material will protect and grow the brand.

It will assist in developing a positive, consistent message for the community.

For the visual identity to work effectively it must be applied in a consistent manner. Each ’none standard’ application contributes to a breakdown in its effectiveness.

When implemented correctly, the visual branding will position the 125th as a distinctive occassion in people’s minds.

This brand gives:

• A defined means for all stakeholders to consistently communicate the values of the 125th commemoration in a unified manner.

• A tool-set for communicating to a target audience.

• A way of differentiating the occassion from competing destinations.

• A symbol, name, phrase, colour, type, style, tone that expresses the brand personality.

Brand Positioning

About this guide This guide documents the positioning, personality and values of the 125th year since the discovery of gold in Kalgoorlie-Boulder.

In doing so it provides a reference point for the 125th brand to ensure it maintains a consistent and unified identity.

The guide also offers a set of brandmark files and instructions for their use.

Finally the guide gives some examples of applications of the brand and a checklist to help users keep their communications ‘on brand’.

This element represents a cross section of a tree - symbolising the inner core of our community and an opportunity for growth into the future.

The use of a tree also represents the origin of the name of Kalgoorlie - derived from a local Indigenous word “Gargurlla” - meaning silky pear tree, which are found in the region.

The colour emulates the discovery of gold; while the complementary ochre colour symbolises the unique earthy tones of Kalgoorlie-Boulder’s red dirt environment.

The tagline - Treasuring our Core Spirit - represents the personality of Kalgoorlie-Boulder. Although gold has been a defining element, it is the down to earth nature of the people, the go get ‘em attitiude and community spirit - which is the true treasure of Kalgoorlie-Boulder.

The typeface is clear and defined. It has been chosen to be easy to read in all variations and applications; while providing a modern simplified look to juxtapose the complex graphic element used.

TREASURING OUR CORE SPIRIT

125 YEARS

Brand Values

The values embraced by the 125th brand are:

• Sustainability/Endurance The ability to bounce back from opposition and adjust to change.

• Cycles Able to act creatively to create solutions, through the boom and bust nature of the local economy.

• Earthy Being direct and uninhibited, approchable and relatable.

• Evolution The ability to adapt to changes over time.

• Human Spirit Self motivation, discipline and a go get ‘em attitude. A burning desire to kick start everyday with high spirit and perseverance.

These values are lived in all facets are reflected in everything that the brand does. Decisions can be measured against these values to ensure that the brands’ integrity is maintained.

Photo courtesy of we love kb, photographed by Georgia Foulkes-Taylor

Brand Personality

The brand is expressed by:• Tone of voice.• Appearance.• What it says.• Style of engagement.

All of the above contribute to the impression thatis left behind. The 125th personality holds heritage value, is adventurous, authentic and inclusive.

Photography

Photography - Tone of voiceWhen we use photography, 125th images are warm and real. The images should capture people immersing themselves in Kalgoolie-Boulder’s unique experiences.

The tone of the images should be casual and fun and the composition exciting andadventurous. The colours should be rich, saturated and true to the environment.

Photography licensesAn image library containing royalty free images will be available to use on all applications. We can supply these images on request but they must only be used for 125th related projects.

New photographyWhen looking for new images to use for 125th marketing, please keep in mind the tone of voice outlined above. It is best to use one hero image than several average images.

Elements The tree cross section element can be used as a background where required or used in cross section strips to give framing elements such as headers, footers or side bars.

Brandmarks

TREASURING OUR CORE SPIRIT

125 YEARS

125 YEARSKALGOORLIE-BOULDER

1. Primary Logo

2. Variation Logo

TREASURING OUR CORE SPIRIT

125 YEARS

The clear space distance around the logo is equal to 2cm. This space must be kept free of typography, photography, illustrations and any other graphic devices.

Please observe the clear space around the logo to maximize visualeffectivenes. Nothing should intrude into this specified clear space.

2cm

2cm

2cm

Reverse example

2cm

The brandmark must always be displayed on a white background.

In some instances a reversed version of the Brandmark may be used. In these instances the brandmark can be reversed out to a white version to be used on a black/dark background.

Colour Pallette

Colour reproduction

When reproducing our primary colours please use the values above. It’simportant that our colours remain consistent across all applications.

OCHRE C=28 M=85 Y=94 K=27 R=145, G=58, B=36

CRISP WHITE C=0 M=0 Y=0 K=0 R=255, G=255, 255

TRUE BLACK C=0 M=0 Y=7 K=100 R=0, G=0, B=0

GOLDC=24 M=35 Y=91 K=2 R=195, G=157, B =61

50%

50%

20%

20%

Typography

Kalinga - for copy text

Our corporate typeface for printed material is Kalinga. Kalinga is readily available on all microsoft applications.

A B C A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Kalinga Bold - for sub-headings

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Semplicita Pro- for Headings

Our corporate typeface for printed material is Semplicita Pro. Semplicita Pro is available to download/sync on Adobe Creative Suite Typekit. Where Adobe Creative Suite is unavailable, please use Kalinga for headings.

a b c A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Applications

StationeryOur stationery is printed full colour using our corporate colours, brandmark and icon. Our element used on the letterhead is reproduced here at 12%.

TREASURING OUR CORE SPIRIT

125 YEARS

Jessica ShiltonTourism & Attraction CoordinatorCity of Kalgoorlie-Boulder

p: (08) 9021 0979 e: Jessica.Shilton@ckb.wa.gov.au w: www.ckb.wa.gov.au

Partners

When displayed alongside your logo, the 125th brandmark and partner brandmarks should be displayed in equal proportions.

It is important that the correct emphasis be given to each logo. Each logo should be separated by a 40% black/grey line.

Although the 125th branding has been developed by the City of Kalgoorlie Boulder, it is not necessary to use the CKB logo in conjunction with the 125th logo, as it is a stand alone brand that has ownership by the entire community.

TREASURING OUR CORE SPIRIT

125 YEARS

TREASURING OUR CORE SPIRIT

125 YEARS

Checklist

The following checklist can be used to assess if communication materials are ‘on brand’. Keeping on brand is essential to delivering a consistent message.

ValuesAs a piece of communication does it demonstrate:• Sustainability/Endurance• Evolution• Human Spirit• Be Earthy

PersonalityHas the 125th personality been expressed in such a way to leave a real, positive and memorable impression?

ContentDoes the content communicate clearly and in tone of voice consistent with the 125th personality. Will the experience live up to the expectation?

PhotographyDoes the photographic content reflect the values of brand? Is the image size suitable for its application?

LogoIs the best form of logo being used for the medium, position and audience? It it used to the correct proportions and have adequate standoff room?

ColourAre the colours used consistent with those specified in the guide?

TypographyAre the correct typefaces being used? Is the heading type appropriate?