Introduction
BRAND GUIDELINES
August 2018
page [ 1 ] DESTINATION COROMANDEL Brand Guidelines INTRODUCTION Introduction
Our identity is the face and personality presented to Our primary objective is to increase the awareness and the global community. affinity forThe Coromandel brand, good for your soul proposition and www.thecoromandel.com call to action. Because the brand cannot be compromised, we’ve created this guide to provide all the pertinent specifications you Motivating industry, locals and ultimately visitors to need to maintain its integrity. The guidelines set in this embrace the brand is the ultimate goal. document are not meant to inhibit, but to improve the This long term objective will be achieved by providing creative process. By following these guidelines, the material simple and effective mechanisms for people to engage created will represent The Coromandel cohesively to the with and own the brand. However it must be remembered outside world. that the brand represents a region that aspires to be rated The purpose of these guidelines is to explain the use of as New Zealand’s must visit destination – which is why The Coromandel brand style and to reinforce consistent Destination Coromandel moderates brand use. application of the visual elements in all communications. The Coromandel is a desirable region that provides quality This includes publications, presentations, and all other and accessible experiences. The Coromandel brand needs marketing materials both online and offline. Guidelines on to be seen in the right context and recognised as a brand the use of the logo are included. that is synonymous with quality. These factors need to be considered when supporting or leveraging opportunities.
page [ 3 ] DESTINATION COROMANDEL Brand Guidelines THE COROMANDEL The Coromandel good for your soul
History of the Brand (e.g. www.thecoromandel.com) and ultimately onwards The regional tourism organisation responsible for to visiting The Coromandel. marketing The Coromandel region was established in 1991. Our Position Towards 2020, the founding document for the organisation, highlighted the importance of the brand as reflected in the The Coromandel good for your soul speaks to the region’s extract below: four pillars; • The Coromandel brand and marketing should reflect ESSENTIALLY HOMEGROWN on The Coromandel the region’s commitment to sustaining the natural The bohemian nature of locals is embodied in their environment. sustainable hunter-gatherer lifestyle and shared through their artisan produce, whimsical crafts and ne arts, and • All local and regional marketing should reflectThe relaxed warm hospitality. (Cuisine, Art, Music, Wellness, Coromandel brand, ensuring that visitors who respect Paddock to Plate) the special values and experiences of The Coromandel are attracted. The Coromandel, A SIMPLE WAY OF LIFE • To market and manage a world-class – and thus high Kiwis are at their best when they are on holiday in The yield – visitor experience, The Coromandel must Coromandel. Take a break, slow down and reconnect with guarantee quality and a high level of service. life as it should be. (Relax, Recharge, Sustainable, Eco, Nature, Outdoors) Destination Appeal The Coromandel, WHERE KIWIS HOLIDAY • A sense of exploration and re-discovery Whether you’re heading for the campground, bach or • A relaxed, special lifestyle shared with an interesting, something more glamorous, “endless” summer barbeques, expressive and talented community fishing expeditions, bush walks to swimming holes, and • Intimacy with the natural world offering personal picnics at the beach await you. (Timeless, Family, Holidays, interpretation by each individual Fun, Experiences, Beach, Marine) • Dramatic landscapes, volcanic hills and dense green The Coromandel, OUR GOLDEN HERITAGE forests containing ancient kauri trees Discover the relics and stories of those who came before, and come away with a deeper understanding of the people • Unspoiled recreational beaches and a clean, and this place. (Gold and Kauri Heritage, Forest park, spectacular coastline landscapes) • Variety of marine and maritime activities for all levels of experience Communication • Accessible exposure to New Zealand’s pioneering Communications need to stimulate the following response: history and Maori heritage SEND me there now • Pastoral and rural activities reflecting the values SEND me back again/ for longer of ‘salt of the earth’ locals SEND others The Coromandel Why Keywords • Differentiates between the region (The Coromandel) These keywords embody what ‘The Coromandel’ brand and the town (Coromandel Town) is about. They enable the brand to come to life through • Introduces and reiterates (by association) what makes stories. They are best reflected through the‘good for your the region special. soul’ proposition: • Encapsulates the Hauraki Plains as well as the Soulful (authentic, honest, peaceful, living, nostalgic) Coromandel Peninsula Emotions (exciting, adventurous, satisfying, contented) Proposition Natural (Sustainability, earthy, delicate, rugged, • The Coromandel good for your soul brand and green, nature) proposition is about stirring desire and stimulating Destination (world class, intrepid, escape, discover, action. Marketing and promotion needs to be homegrown, culture) compelling enough to send people to the next step page [ 5 ] DESTINATION COROMANDEL Brand Guidelines THE BRAND Brand elements
The Master Logo The Master Logo can be used across all mediums requiring no support from other branding.
Tag Line Stamp (Proposition) The tag line in most cases should be used within the
Master Logo. In special circumstances the tag line can be Master Logo used stand alone as can the Core Logo. In this case it has to be obvious that the promotion corresponds with ‘The Coromandel’ and is supported with other branding. eg. background avatars for social media sites, events where The Coromandel brand is represented more than other brands.
Core Logo The core logo (and tag line) can only be used separately from the Master Logo in special circumstances and Tag line Stamp Logo only by Destination Coromandel in specific marketing campaigns.
Call to Action (URL)
The URL should be used in conjunction with the master Core Logo logo or separately where space only allows for text, e.g. publications, features etc.
Alternative Versions Call to Action Other coloured versions are available for special purpose marketing activity only. The marketing activity needs to be niche and suited to an altered feel.
Watermark Logo A reversible option has been developed for the use of a watermark.
Alternative Logo
page [ 7 ] DESTINATION COROMANDEL Brand Guidelines Watermark Logo Brand variations
Master Logo Master Logo with URL
Master Logo Watermark
Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message.
Colour Variations
87C / 44M / 14Y PMS314 HEX 007FA3 78C / 8M / 44Y PMS3275 HEX 00B398
60C / 85Y PMS360 HEX 6CC24A 30C / 91Y PMS136 HEX FFBF3F
page [ 8 ] DESTINATION COROMANDEL Brand Guidelines Brand variations - special purpose only
Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message.
Colour Variations
100K Black 87C / 44M / 14Y PMS314 HEX 007FA3
78C / 8M / 44Y PMS3275 HEX 00B398 60C / 85Y PMS360 HEX 6CC24A
30C / 91Y PMS136 HEX FFBF3F
page [ 9 ] DESTINATION COROMANDEL Brand Guidelines THE COROMANDEL LOGO The Coromandel logo
Always use master artwork when reproducing any logo The coloured brand should not be used on a coloured design. It must not be recreated under any circumstances. background. In this instance the watermark brand is Always ensure you are using the correct artwork for preferred. the application - logos should not be taken from this The black version is predominantly used on a white document. background. Other colour options are available, but permission should be obtained before using instead Visual Identity of the black. The logo cannot be redrawn or re-typeset in any other format other than those outlined in these brand Logo Authorisation guidelines. To obtain permission to use The Coromandel, good for It must not vary from the approved formats shown in your soul brand and obtain the original files please make this manual. contact with: The logo can, however, appear in a variety of sizes and Destination Coromandel formats, as described. [email protected] or Phone 07 868 0017 Our identity should not usually appear more than once on any single page.
Minimum Size Requirements
Master Logo Alternative Logo
Minimum Minimum Height Height 25mm 25mm
Master Logo with URL Tag line Stamp Logo
Minimum Height Minimum 20mm Height 30mm
Core Logo
Master Logo Watermark
Minimum Width Minimum 35mm Height 25mm
Call to Action
Minimum Width page [ 11 ] DESTINATION COROMANDEL Brand Guidelines 28mm The Coromandel typography
The primary typeface for the logo is Lovely Home with the Fonts must not be replaced with alternatives under secondary font High Voltage Rough to complement the any circumstances. primary. In general copy, it is recommended to use Droid Sans as These have been carefully selected to best represent the the primary copy font and Droid Serif as the secondary brand image, and must be used to retain consistency - copy font of choice. When including the words ‘The especially within the logo. Coromandel’ these must always be italicised.
Lovely Home Font
HighVoltage Rough Font
Primary Copy Font Secondary Copy Font Droid Sans Droid Sans Serif Bodycopy - Droid Sans Regular Bodycopy - Droid Serif Regular ABCEDFGHIJKLMNOPQRSTUVWXYZ ABCEDFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz abcedfghijklmnopqrstuvwxyz 1234567890 1234567890 Droid Serif Regular Italic Headings - Droid Sans Bold ABCEDFGHIJKLMNOPQRSTUVWXYZ ABCEDFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz abcedfghijklmnopqrstuvwxyz 1234567890 1234567890 Headings - Droid Sans Bold ABCEDFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz
1234567890 Droid Serif Bold Italic
ABCEDFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 1234567890
page [ 12 ] DESTINATION COROMANDEL Brand Guidelines The Coromandel clear space
Exclusion Zone Minimum Space Make sure that text or other design elements do not This is easiest to represent by using an element from encroach upon the logo. within the identity itself as a measuring device. The minimum clear space around the logo can be calculated by There should always be an allocated space around using the height of the ‘S’ in the word SOUL from the logo. the brand to let the logo breathe. This space is denoted by the letter ‘X’ in our examples. Clear Space Clear space has been shown here with a dotted line. Obviously this does not print in a box around the logo, but is merely used here to define the area of clear space.
page [ 13 ] DESTINATION COROMANDEL Brand Guidelines The Coromandel incorporating other logos
While The Coromandel brand is powerful and strong When used with other logos, The Coromandel brand enough to stand alone, there will be many instances when must stay undisturbed. The other logos must not penetrate the logo will have to be used in association with other the clear space. Clear space has been outlined on the logos. When this happens, it is vital that the other logos previous page. don’t detract from The Coromandel brand.
NOT acceptable NOT acceptable
NOT acceptable
page [ 14 ] DESTINATION COROMANDEL Brand Guidelines The Coromandel the name
The name by which we are known is important. How The Coromandel should NOT be used Therefore our name should not be abbreviated in our the Coromandel is located 1 ½ hours from our largest city, major branding or communications. It should not be Auckland. paraphrased or altered in any way. THE COROMANDEL is located 1 ½ hours from our largest When referencing The Coromandel as a place in copy city, Auckland. it should be in italic font The Coromandel. The coromandel is located 1 ½ hours from our largest city, i.e Renowned worldwide for its natural beauty - misty Auckland. rainforests and pristine golden beaches, The Coromandel is blessed with hundreds of natural the coromandelNOT is located acceptable 1 ½ hours from our largest city, hideaways, making it an ideal place to slow down, Auckland. relax and unwind. the Coromandel is located 1 ½ hours from our largest city, Do not highlight it with either bold, outlined or Auckland. underlined type. THE COROMANDEL is located 1 ½ hours from our largest Do not use the name in a larger or smaller font size. city, Auckland. The coromandel is located 1 ½ hours from our largest city, Auckland. the coromandel is located 1 ½ hours from our largest city, Auckland. The Coromandel is located 1 ½ hours from our largest city, Auckland. the Coromandel is located 1 ½ hours from our largest city, Auckland. NOT acceptable THE COROMANDEL is located 1 ½ hours from our largest city, Auckland. The coromandel is located 1 ½ hours from our largest city, Auckland. the coromandel is located 1 ½ hours from our largest city, Auckland.
page [ 15 ] DESTINATION COROMANDEL Brand Guidelines The Coromandel examples of use
OFFICIAL VISITOR GUIDE
www.thecoromandel.com
Regional Visitor Guide Cover (Print) Regional Website (Web)
C W NEW HUM CAPE COLVILLE Fletcher Bay STAL ALKW OA A PORT JACKSON COASTAL C Y WALKWAY Stony Bay MOEHAU RANGE Sandy Bay Fantail Bay PORT CHARLES
1 77 in 3 4 in k m /1h 20 m k m /2h 5 0 m ND Waikawau Bay IA MA EL TO WHIT NGA RO W Otautu Bay CO N
COLVILLE
Amodeo Bay Kennedy Bay HAURAKI Papa Aroha GULF NEW CHUM 82 in 4 k m / 25 m BEACH 0 k m m in 1h KUAOTUNU Otama /40 A Shelly Beach MATARANGI BAY RA 309 K URIS WHANGAPOUA Beach THED L CO BEACH CA VE Long Bay Opito Bay COROMANDEL TOWN
Coromandel Harbour To Auckland PASSENGER FERRY Te Kouma Waitaia Bay Te Kouma Harbour Mercury Bay Manaia Harbour Manaia WHITIANGA 309 Marine Reserve Kauris 2 50 k m /1h Cooks CATHEDRAL COVE 7 k m /30 m in Ferry Beach MES CO Landing HAHEI WATER B HA AST T EAC T HO H
COROMANDELRANGE
Waikawau HOT WATER COROGLEN BEACH 25 WHENUAKITE
Orere 25 Point TAPU 6 Sailors Grave 23 k in 3 k m /1h Rangihau m /25 m Square YOU Te Karo Bay E PINNACL WAIOMU Valley MT PAKU TH ES Kauri ARE TE PURU HERE To Auckland TAIRUA 70km Pinnacles Broken PAUANUI KAIAUA Hut Hills Hikuai DOC PINNACLES Puketui Slipper Island Tararu Info WALK (Whakahau) Seabird Coast Centre 1 FIRTH OF THAMES 6 8 THAMES Kauaeranga Valley k m /1h 2 0 m OPOUTERE Truck Curtains (Print) Pukorokoro/Miranda BIRD COA 25a SURFING SEA ST Kopu ONEMANA MARAMARUA 25 Pipiroa To Auckland Kopuarahi Waitakaruru 2 Hauraki Plains Maratoto Valley Wentworth 2 NGATEA Mangatarata Valley WHANGAMATA 3 70 k m /1h 25 6 k m /36 m in 27 Kerepehi Hikutaia PAEROA WAIHI Kopuatai HAURAKI 26 Waimama Bay Wet Lands RAIL TRAIL Whiritoa
To Rotorua/ Netherton Taupo PAEROA
Waikino Mackaytown WAIHI 2 OROKAWA BAY 6 6k in 68 k m /1h Tirohia m /1h 9 m KARANGAHAKE KI RAIL GAHAKE RA TR GORGE Waitawheta AN GO AU AI WAIHI BEACH R RG H L KA E
Athenree Kaimai Forest Park Bowentown
To Hamilton TE AROHA
To Rotorua 80kmTo Tauranga 70km 6 6 n 75k in k m /1h 9 mi m /1h 10 m
BOOK YOUR COROMANDEL EXPERIENCE HERE
www.thecoromandel.com www.thecoromandel.com
Brand Stands (Print) Promotional Billboard (Print) page [ 16 ] DESTINATION COROMANDEL Brand Guidelines The Coromandel good for your soul
The Coromandel good for your soul is the regional brand The quality of our work must embody the ethos of the and tag line for The Coromandel. Geographically this brand and ideally raise the equity/value in it. Everything includes Thames Coromandel and Hauraki Districts. Locally associated with The Coromandel good for your soul, The Coromandel good for your soul speaks to the region’s including imagery, messaging and content must reflect the four pillars: essentially homegrown, a simple way of life, brand pillars and ethos of The Coromandel, only then does golden heritage and where kiwis holiday. Externally and it receive the stamp of approval - The Coromandel good in the visitor market its purpose is about stirring desire for your soul logo. and stimulating action. It’s about creating a dream and converting the dream to visiting The Coromandel. It delivers an emotion and creates a vision of the culture and ethos of The Coromandel.
page [ 17 ] DESTINATION COROMANDEL Brand Guidelines All use of The Coromandel brand must be approved and supplied by Destination Coromandel.
Please feel free to contact the team at Destination Coromandel for further assistance Destination Coromandel page [ 18 ] DESTINATION [email protected] Brand Guidelines | 07 868 0017 | www.thecoromandel.com