Great Western Woodlands Graphic branding style …...A colour scheme captures the tones of the Great...

Great Western WoodlandsGraphic branding style guide 2012

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GREAT WESTERNWOODLANDS

style guideContents

The Great Western Woodlands 3Promoting the Great Western Woodlands 3

What is the Great Western Woodlands? 3

What is the new graphic branding? 4

How will this benefit me? 4

Who can I contact for more information? 4

Logo guidelines 5Colour version 5

Mono version 5

Reversed out version 6

Logo typeface 6

Logo size 6

Area of exclusion 6

Altering the logo 7

Co-badging – placement with the DEC logo 7

Use with other colours 8

Colour scheme 9

Applications 10Publications 10

Brochure 10

Books 10

Online 11

Signage 12

Resources 13Maps 13

Images 16

Fact file 18

Why is the Great Western Woodlands so special? 18

Other information 19

History 19

Photo previous page – Sarah Comer/DEC

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style guide

The Great Western Woodlands

Promoting the Great Western WoodlandsA new and exciting brand has been developed for the Great Western Woodlands.

Businesses and organisations are now able to use this new graphic branding, including the logo and style guide, to market the Great Western Woodlands and their products.

What is the Great Western Woodlands?The Great Western Woodlands is an internationally significant area of great biological richness. It is the largest remaining area of intact Mediterranean-climate woodland on Earth, covering almost 16 million hectares.

The Great Western Woodlands is predominantly located on unallocated Crown land, but also includes significant areas of pastoral lease and conservation reserve.

In recognition of the international significance of the Great Western Woodlands, the Western Australian Government released A Biodiversity and Cultural Conservation Strategy for the Great Western Woodlands in November 2010.

The strategy is founded on integrating the planning and management of the various uses of the Great Western Woodlands to achieve a sustainable overall outcome, so the many uses do not detract from its unique value.

The strategy’s key priorities include creating greater public awareness of the area, including provision of a consistent appearance of information on the Great Western Woodlands through the development of visual badging.

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style guideWhat is the new image?At the heart of the image is the Great Western Woodlands logo.

The logo is a stylised representation of the capped mallee (Eucalyptus pileata), a species referred to by local Indigenous people as the spear tree. It has long straight stems of strong wood, with a diameter suitable for splitting into quarters to make four spears. It is also known as the bungul tree.

A colour scheme captures the tones of the Great Western Woodlands.

A colour theme for the Great Western Woodlands has been established based on the various tones of green, brown, grey and cream that dominate the landscape. This scheme will be used in departmental interpretation material, website pages and publications promoting the region.

The logo and colour theme are available free for all local organisations to use on brochures, websites, signs and for other promotional purposes. How this might be applied is demonstrated in examples of co-branded publications and signs within this guide.

Other tools are also offered including high quality photographs and maps for businesses and other groups to use in brochures, flyers and posters to portray a professional image of the Great Western Woodlands. Captions are provided with these photographs so organisations can use accurate information on the Great Western Woodlands in marketing and promotion.

How will this benefit me?By adopting the new brand with its logo and colour theme, you will gain greater recognition of your product through association with the Great Western Woodlands brand. You will be identified as a member of a community that lives and works in one of Australia and the world’s unique natural areas. Through this new graphic branding visitors to the area will see a consistent visual image and a professional portrayal of the Great Western Woodlands.

Who can I contact for more information?Department of Environment and Conservation (DEC)Great Western Woodlands Project CoordinatorPh: (08) 9725 4300

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style guide

Colour versionThe Great Western Woodlands logo can be used with solid process colours or spot colours.

Mono versionAll text and line art is to be 100 per cent black or, for single colour artwork projects, PMS 7498 is to be used.

Spot colour: PMS 5435

Process colour: c33, m20, y16


Process colour: c9, m15, y34


Process colour: m62, y100, k32

Line art: Black

Logo guidelines

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style guideReversed out version

Mono version on dark (black) background:

Logo typefaceThe typeface used in the Great Western Woodlands logo is ITC Highlander - Medium.

Logo typeface is to be set ensuring spacing, size and proportions are the same as shown in this guide.

Logo sizeThe minimum size of the Great Western Woodlands logo is 17mm high by 14mm wide.

14mm

17mm

Minimum size:

Colour version on dark background:

Area of exclusion For the best visual result, a minimum space requirement (known as the area of exclusion) should surround the logo.

The area of exclusion is designed to protect the integrity of the logo by ensuring it is not ‘crowded’, thereby losing its significance or prominence. It must be applied at all times.

No other copy, logo or design is to encroach on this area. The area of exclusion for the Great Western Woodlands logo is 10mm for the sides and 8mm for the top and bottom.

10mm 10mm

8mm

8mm

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style guideAltering the logo The Great Western Woodlands logo should always appear as it has been designed and never separated or altered in any way.

Below are some examples.

Incorrect font position:

Incorrect colour variation:

Incorrect perspective:

WEST E R N A U S T R ALIA

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GO V E R N M ENT OF

87mm

63mm 14mm

17mm

At minimum co-badged size:

Placement with the DEC logoThe Great Western Woodlands project should be co-badged when used on DEC products and publications, or when representing DEC. It is to appear as shown below with the DEC logo on the left of the Great Western Woodlands logo. The minimum size of the co-badged logo is 17mm high by 87mm wide.

Branding on non-DEC initativesWhen the logo is used to represent the Great Western Woodlands outside of DEC programs, publications and activities, the logo can be used as a stand-alone branding. The logo should still not be digitally altered, adapted or changed in any way, and should retain its original colours and proportions. This will help ensure a consistent branding and professional portrayal of the Great Western Woodlands by a range of organisations and groups.

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style guideUse with other colours Different versions of the Great Western Woodlands logo will have more favourable outcomes with certain background colours.

In the following examples, percentage tints of the DEC corporate colour scheme have been used to demonstrate various possible uses.

PMS 5473 @ 100%

PMS 5473 @ 100%

PMS 618 @ 30%

PMS 618 @ 30%

PMS 7412 @ 100%

PMS 7412 @ 100%

PMS 2975 @ 30%

PMS 2975 @ 30%

The mono logo (black) works best with a lighter colour scale, while the reversed logo (white) works best on darker coloured backgrounds.

The reversed logo (colour) works best with a darker colour scale. In this example, even though the logo graphic is visually strong, PMS 2975, PMS 7412 and PMS 618 are too similar to the logo text.

Black @ 90%PMS 618 @ 100%

PMS 7412 @ 100%PMS 2975 @ 100%

The full colour logo only works with light colours. In this example, PMS 2975, PMS 7412 and PMS 618 are the only colours where the text and graphic components of the logo are easily legible.

Full colour logo on light background

Full colour (reversed) logo on dark background

Mono logo (black) on light backgound

Mono logo (white) on dark backgound

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style guideColour schemeThe Great Western Woodlands colour scheme draws upon the tones of the Great Western Woodlands landscape—greens, greys, browns and creams. These colours will be used in DEC publications and interpretation material about the region.

They are also available for all local organisations, and may be used for a range of promotional purposes including brochures, websites and signage.

The information below is primarily for external groups and DEC staff should refer to the DEC Sign System Prescription for more information.

Print and web

Pantone: 467C

CMYK: C=9 M=15 Y=34 K=0

RGB: R=231 G=210 B=173

Outdoor signage

Cast vinyl: Avery 900 Cream 914

Paint formula: Dulux Clay Bake P14F3 External Gloss/Enamel

Colorbond®: Sandbank (not an exact match)

Powdercoat: Dulux Sand Y44 (not an exact match)

Print and web

Pantone: 5435C

CMYK: C=13 M=3 Y=0 K=17

RGB: R=185 G=199 B=212

Print and web

Pantone: 160C

CMYK: C=0 M=62 Y=100 K=32

RGB: R=177 G=92 B=18

Outdoor signage

Paint formula: Dulux Garfield P08F9 Exterior Gloss/Enamel

Print and web

Pantone: 7498C

CMYK: C=25 M=0 Y=100 K=80

RGB: R=63 G=75 B=0

Outdoor signage

Cast vinyl: Avery 900 Leaf Green 967

Paint formula: Avery Leaf Green* (special match)

Colorbond®: Pale Eucalypt or Wilderness (not an exact match)

Powdercoat: none available

Print and web

Black

CMYK: C=0 M=0 Y=0 K=100

RGB: R=0 G=0 B=0

* A paint formula has been specially developed to match the Avery Leaf Green vinyl. This paint can be ordered from Robayne (119 Ewing Street, Welshpool. Phone 9451 2111). Please note, 48 hours notice is required before dispatch or collection as the paint colour is not a standard shelf item.

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style guide

Guide to the Great Western Woodlands

Guide to the G

reat Western

Woodlan

ds

DEC

Stretching from Southern Cross to Kalgoorlie-Boulder, south

towards Esperance and east to the edge of the Nullarbor

The Great Western Woodlands is a

delightful area to visit, with numerous

granite outcrops, secluded bush camping

areas and historic attractions scattered

across this large chunk of Western

Australia’s heartland. It is also a

culturally significant place for Aboriginal

people who continue to have a strong

connection to their country. Covering almost 16 million hectares,

the Great Western Woodlands is the

largest remaining intact Mediterranean

climate woodland on Earth. More than

a fifth of Australia’s native plant species

(more than 3,000 species) are found

here, including 20 per cent of Australia’s

eucalypt species (more than 160 species).

by Grant Pronk

CommonTREES of the Goldfields

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STE R N A U S T R ALIA

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2010507-TreesGoldfields_text.indd 1

22/03/12 1:29 PM

What tree is that?

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Common

Trees of the Goldfields

ISBN 978-0-7309-6861-0

2010507-TreesGoldfields_cover.indd 1 22/03/12 1:09 PM

Guide to the Great Western Woodlands

Stretching from Southern Cross to Kalgoorlie-Boulder, south towards Esperance and east to the edge of the Nullarbor

Applications

Publications: brochures

The Great Western

Woodlands

The largest remaining area of intact Mediterranean-climate woodland on Earth

Karlkurla Bushland Park – Kalgoorlie-BoulderThis park is 200 hectares of natural regrowth bushland located 4kms north-west of Hannan Street, Kalgoorlie-Boulder. AtKarlkurla you can discover a variety of Goldfields plants andanimals. Interpretive signs and picnic tables can be found alongthe 4km walk trail as well as a great view from Katunga Lookout.

Red Hill – KambaldaKambalda’s best attraction is the Red Hill Lookout. Accessed viaGordon Adams Road, Red Hill will give travellers a spectacularview of Lake Lefroy, part of an ancient river system in theGoldfields region of Western Australia.

Cave Hill Nature ReserveCave Hill is one of the largest and highest granite outcrops in theGoldfields Region. At this site, you can explore the spectacularancient cave formations and historic woodline dams on thegranite outcrop. You will discover a myriad of sights and soundsin the surrounding woodlands on the bushwalking trails. Picnicand camping facilities are provided at several sites around theedge of the rock.

THE GREEN TRAIL SITESBurra Rock Conservation ParkExplore the historical dam and water catchment on Burra Rock. A short climb to the summit of the rock rewards you with a greatview over regrowth woodlands. Amongst the salmon gum, gimletand redwood look for evidence of the timber cutters’ camps andbush railways. Burra Rock is an important cultural site. The traditional owners of this area welcome you to their country.

Victoria Rock Nature ReserveVictoria Rock Nature Reserve is dominated by a large graniteoutcrop that offers panoramic views of the surroundingwoodlands. Here you will learn about geological rock formationsand aboriginal rock holes or “gnammas” and their culturalsignificance in the region.

Rowles Lagoon Conservation ParkRowles Lagoon Conservation Park contains a semi permanentfreshwater wetland, unusual in this arid environment. It has been a popular recreation site for many years and provides a specialopportunity for birdwatching.

Linking in with the Golden Quest DiscoveryTrail, The Green Trail highlights sites in the

Coolgardie bioregion with outstandingEnvironmental, Historical and Cultural values.

At each of these sites you will discover differentlandscapes, become aware of unique flora and fauna

and learn about ancient aboriginal culture andEuropean practices of the area.

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For further information on The Green Trail sites, please visit our website at

www.goldenquesttrail.comGolden Quest Trails Assoc. Inc.

Email: [email protected]: 0408 511 969

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352228 E6600533 N

373603 E6546351 N

6489296.223901081.294

651 9608.68899220.809

6531245.649874013.059

6626703870868.594

GPS coordinates (MGA) included

Publications: books

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style guideApplications

Onlinewww.dec.wa.gov.au/greatwesternwoodlands

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style guideApplications

Signage

There is an option for the Great Western Woodlands logo to be used with a dark green outline and text (instead of black) for signage.


Process colour: c25, y100, k80

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style guideResources

MapsThe following maps are available for use in any Great Western Woodlands-related product and can be found on the Great Western Woodlands style guide CD. For more information please contact the Great Western Woodlands Project Coordinator on (08) 9725 4300.

Map 1 – DEC-managed land and recreation sites

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Map 2 – Vegetation types

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Map 3 – Rainfall

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ImagesA number of images with detailed captions are available on the style guide CD. Images can be used for any Great Western Woodlands-related product purpose.

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Fact fileThe following descriptive paragraphs are provided as a free marketing tool to help with the promotion of the Great Western Woodlands. These facts are provided to assist with the provision of accurate visitor information and give a greater appreciation of the value of the area.

Why is the Great Western Woodlands so special?The Great Western Woodlands:

• is an internationally significant area of enormous biological richness

• is the largest remaining area of intact Mediterranean-climate woodland left on Earth, covering almost 16 million hectares—about the same size as England

• supports more than 3,000 flowering plant species—some 20 per cent of Australia’s known flora

• is a centre for Eucalyptus species diversity—more than 20 per cent (160 species) of Australia’s known Eucalyptus species

• is known to be home to 49 mammal, 138 reptile, 14 frog and 215 bird species, including a number of threatened species

• includes a wetland of national importance, the Rowles Lagoon freshwater lake complex

• is a culturally significant place for Aboriginal people who continue to have a strong connection to their country

• has a fascinating history of discovery by early explorers, the gold rush of the 1890s and further development of the mining, pastoral and timber industries

• supports a vibrant tourism industry and provides many recreation attractions including camping, driving, birdwatching, wildflower tours, prospecting and lake activities.

Other information

• The Great Western Woodlands is located predominantly on unallocated Crown land, but also includes significant areas of pastoral lease and conservation reserves.

• The landscape scale at which the Great Western Woodlands still functions makes its long-term conservation not only vitally important, but also more achievable than would be the case in smaller and more disturbed areas.

• Although still essentially intact, the Great Western Woodlands is under increasing pressure from bushfires, pest animals and weeds and, if not effectively managed, these influences could seriously impact natural and cultural values. Management of these threats need to occur across property boundaries.

• In recognition of the international significance of the Great Western Woodlands, the Western Australian Government released A Biodiversity and Cultural Conservation Strategy for the Great Western Woodlands in November 2010.

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style guide

Other information (continued)

• A conservation strategy was developed with the help of a Stakeholder Reference Group and provides a framework to manage the different uses of the woodlands to ensure the long-term protection of its natural and cultural values.

• The strategy ensures that activities such as recreation, tourism, prospecting, mining, pastoralism and timber harvesting will continue while at the same time conserving the natural and cultural values of the woodlands for present and future generations.

• The Western Australian Government has allocated $3.8 million towards the initial implementation of the seven priority strategic outcomes identified in the conservation strategy.

• Fostering of existing partnerships and development of new voluntary partnerships is required to integrate on-ground activities, such as fire prevention and pest animal control, and to multiply individual efforts across multiple land tenures.

• A Great Western Woodlands Reference Group has been established to provide advice on the implementation of the conservation strategy and the woodlands generally.

• Caring for the Great Western Woodlands is a shared responsibility.

• A number of popular drive trails traverse the Great Western Woodlands, including the Holland Track, Granite and Woodlands Discovery Trail, Golden Pipeline Heritage Discovery Trail and Golden Guest Discovery Trail.

HistoryAboriginal heritage

Aboriginal people have lived in the Great Western Woodlands for at least 22,000 years and their close relationship with this land is still active today. Aboriginal people were the original managers of this land and according to traditional rules and customs have responsibility for its management today and into the future.

• Much of the Great Western Woodlands is subject to one or more native title claims, with eight separate registered and four unregistered claims in all. The largest registered claim is the Ngadju claim covering nearly seven million hectares within the boundary of the Great Western Woodlands.

• There are significant sites and other physical reminders of the living association Aboriginal people have with the Great Western Woodlands. Water trees were created when groups moving through an area jammed a rock into the fork of a sapling to create a bowl at the base of the multiple stems. As the tree grew, larger rocks were substituted until a sizable water dish was formed to provide vital pools of water in a dry landscape.

• Other sites include trees used for spears and other implements, dwelling structures (wiltjas), ceremonial and other sites.

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style guide

European culture

The Great Western Woodlands has a fascinating history of discovery by early explorers, the gold rush of the 1890s and further development of the mining, pastoral and timber industries.

• The search for new pastoral lands first brought Europeans to the Great Western Woodlands. The area’s potential for pastoralism was assessed by explorers Henry Lefroy and Charles Hunt during the 1860s. Today around 17 per cent of the Great Western Woodlands is covered by pastoral leases.

• Prospectors came to the Great Western Woodlands in the 1890s, particularly in search of gold. The discovery of gold in the Coolgardie area in 1892 attracted more people to the area and led to the discovery of the Golden Mile in Kalgoorlie the following year and the ensuing gold rush.

• A total of 1,400 tonnes of gold have now been extracted from the rich ‘greenstone’ ores, more than from any other single source in Australia. The Great Western Woodlands is now one of the richest mineral provinces in the world, with nickel, iron ore and other resources being extracted in addition to gold. The mining sector is the major employer in the region and provides the economic base for its residents.

• The early history of mineral extraction and processing in the Great Western Woodlands is closely intertwined with the exploitation of local timber resources. From the early 1900s, woodland timbers were cut to supply fuel to roast ore during the gold extraction process; for pits props for mines; for firewood for pumps: for production of fresh water; for water pipeline pump stations and for electricity generation. Transported on an extensive narrow-gauge rail network known as the ‘woodlines’, which radiated from Kalgoorlie, more than 30 million tonnes of hardwood timber were harvested between the 1890s and the 1960s.

• Western Australian sandalwood (Santalum spicatum) was the basis for one of the earliest industries in WA with the wood being exported in 1845. The wood is exported to South-East Asia to manufacture incense or joss sticks, and India for production of oil. A significant proportion of the state’s current annual wild sandalwood harvest is derived from the Great Western Woodlands.

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