Clare Valley Guidelines Clare Valley Contents 1.0 Brand Strategy 2 Brand Guidelines 1.1 A Diverse Experience 3 1.2 Brand Personality 4 1.3 Brand Positioning 5

2.0 Brand Identity 6 2.1 Colour Palette 7 2.2 Material Palette 10 2.3 Typeface 11 2.4 Logo — Master 12 2.5 Logo — Reversed 13 2.6 Logo — Clearspace & Minimum Size 14 2.7 Logo Lock-up 15 2.8 Logo Lock-up — Clearspace 16 2.9 Logo Lock-up — Variations 17 2.10 Logo Extension — Made in Clare Valley 18 2.11 Logo Extension — Made in Clare Valley Examples 19 2.12 Logo Extension — Messaging 20 2.13 Logo Extension — Construction 21 2.14 Logo Extension — Variations 22 2.15 Logo Extension — Regional Associations 23

3.0 Brand Application 24 3.1 Business Card 25 3.2 Business Card Front — Construction 26 3.3 Business Card Back — Construction 27 3.4 Brochures — Regional 28 3.5 Brochures — Experiential 29 3.6 Digital & Print 30 3.7 Merchandise 31 3.8 Advertising 32 3.9 Entrance Signage 33 3.10 Social Media Assets 34

4.0 Contact 35 Clare Valley 1.0 Brand Strategy 2 Brand Guidelines What do you want to be famous for? What is the thing you want to be known for? Your brand, or reputation, is what people say about you when you’re not in the room. Brand strategy allows you to control that conversation. Clare Valley 1.0 Brand Strategy Clare Valley offers the visitor a myriad of diverse experiences. It is one of ’s 3 Brand Guidelines 1.1 A Diverse Experience premier wine regions, boasting wines of elegance and power. Food and dining options range from high-end providores, winery kitchens, authentic wood-oven pizza or gourmet picnicking amongst the vines. Experience living history in Mintaro and Burra, or soak up art and culture in Riverton. Stay on a working station, or travel to the edge of the Outback. No other region offers such a mix of luxury, wine, food, history, culture, relaxation, action and adventure quite like Clare Valley.

It is the quintessential Australian experience.

It is the quintessential Australian experience. Clare Valley 1.0 Brand Strategy Brand personification is an important step in developing and defining a brand 4 Brand Guidelines 1.2 Brand Personality experiences. If we can know a product, an organisation or a region as a person, we can understand their personality and therefore define behaviours.

It has been said that if Barossa is the produce store, Clare Valley is the farm. This single statement defines Clare Valley’s personality. Clare Valley is the Australian farmer. Clare Valley is authentic, welcoming, unpretentious, humble and laconic. This personality should be evident in the way stories are told and dressed, and the way people charged with representing the region behave.

Authentic Welcoming Unpretentious Humble Laconic Clare Valley 1.0 Brand Strategy Distance has traditionally been an obstacle to visitation and tourism in the past. 5 Brand Guidelines 1.3 Brand Positioning Clare Valley is just a little too far for a day trip. But let’s turn that negative into a positive. The distance means you will need to stay a while. You will need to slow down. You will need to relax, unwind, soak it up and breathe it in.

Clare Valley’s new positioning statement is “Breathe it in.” It is a positioning that works across experiences in both a literal and metaphorical manner. The wine lover literally breathes in the wine. The visitor to Mintaro metaphorically breathes in the history. The trail cyclist breathes in the purest country air. The adventurer breathes in the incredible scenery.

Breathe it in. Clare Valley 2.0 Brand Identity 6 Brand Guidelines Identity gives a face to a brand. Identity brings brand strategy to life. So what does Clare Valley look like? Clare Valley 2.0 Brand Identity The Colour Palette for Clare Valley comes straight from the region’s landscape. 7 Brand Guidelines 2.1 Colour Palette From the clear blue sky, to the canola fields in the Gilbert Valley, to the verdant green of vineyards and the valley floor, to the ochres of Goyder, the colour palette speaks uniquely of the region. Clare Valley 2.0 Brand Identity There is no such thing as gloss or matt inks. It is the printing surface that dictates the 8 Brand Guidelines 2.1 Colour Palette end result. Smooth shiny surfaces produce a gloss result. Soft, absorbent surfaces produce a matt result. The colour will vary from vibrant to dull and must be considered before reproduction. When specifying colours for spot colour reproduction, such as stationery, PMS numbers are to be specified. When specifying colours for process reproduction, such as press advertising, CMYK values are to be specified. When specifying colours for electronic reproduction, such as PowerPoint, RGB values are to be specified. When specifying colours for the internet, the HTML number is to be specified.

PMS 2726 PMS 7453 PMS Cool Grey 4 C81 M70 Y0 K0 C53 M26 Y0 K0 C12 M8 Y9 K23 R72 G92 B199 R123 G166 B222 R187 G188 B188 HTML 485CC7 HTML 7BA6DE HTML BBBCBC

PMS 3965 PMS 605 PMS 397 C7 M0 Y100 K0 C0 M2 Y100 K9 C14 M2 Y100 K15 R238 G220 B0 R225 G205 B0 R191 G184 B0 HTML EEDC00 HTML E1CD00 HTML BFB800

PMS 362 PMS 5777 PMS Cool Grey 11 C78 M0 Y100 K2 C26 M9 Y56 K20 C44 M34 Y22 K77 R80 G158 B47 R162 G165 B105 R83 G86 B90 HTML 509E2F HTML A2A569 HTML 53565A

PMS 4685 PMS 124 PMS 145 C2 M15 Y23 K5 C0 M30 Y100 K0 C4 M53 Y100 K8 R224 G198 B173 R234 G170 B0 R207 G127 B0 HTML E0C6AD HTML EAAA00 HTML CF7F00

PMS 173 PMS 167 Process Black C0 M82 Y94 K2 C5 M77 Y100 K15 C0 M0 Y0 K100 R207 G69 B32 R190 G83 B28 R0 G0 B0 HTML CF4520 HTML BE531C HTML 000000 Clare Valley 2.0 Brand Identity The diagram below demonstrates how the Colour Palette can be used by sub-regions, 9 Brand Guidelines 2.1 Colour Palette councils and towns within the Clare Valley region to personalise their brand outcomes and communications, whilst remaining consistent to the master brand.

Clare Valley G.I.

Gilbert Valley Goyder Clare Valley 2.0 Brand Identity A Material Palette has also been defined for use on branded built forms, such as 10 Brand Guidelines 2.2 Material Palette signage, entry markers and public sculpture. Like the Colour Palette, the materials have been selected for the relevance, and prevalence to the region.

Stone Iron Slate Copper Clare Valley 2.0 Brand Identity GT Walsheim has been selected as the Primary Typeface for the Clare Valley brand 11 Brand Guidelines 2.3 Typeface Identity. It is a friendly but precise typeface. It displays warm curves and wears a broad smile. It is to be used for all marketing communications. This includes printed brochures, literature, advertising, banners, printed stationery, signage, livery and merchandise.

GT Walsheim Medium — ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

GT Walsheim Light — ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Margin sized by x-height

Clare Valley 2.0 Brand Identity The Logo is the central plank to our brand identity. Stencil typography speaks of the 12 Brand Guidelines 2.4 Logo — Master rich agricultural history of the region — from markings on hay bales, to wine barrels, to branding. The letters V and A combine to form arrows, indicating routes and avenues of exploration in and around the region.

It is a mark that is immediately identifiable as ours. Each letter has been individually designed, and as such it should not be redrawn. Always reproduce the logotype from master electronic artwork. Clare Valley 2.0 Brand Identity 13 Brand Guidelines 2.5 Logo — Reversed Margin sized by x-height

Clare Valley 2.0 Brand Identity Figure 1 demonstrates the minimum clearspace to be afforded the Logo. 14 Brand Guidelines 2.6 Logo — No other elements should encroach on this Clearspace. Clearspace & Minimum Size Figure 2 demonstrates the minimum reproducible size for the Logo.

3x 3x

x

7.5mm

3x 3x

Figure 1. Logo clearspace Figure 2. Logo minimum size Clare Valley 2.0 Brand Identity The figure below demonstrates how the Logo and Positioning Statement come together 15 Brand Guidelines 2.7 Logo Lock-up in the Logo Lock-up. The Logo Lock-up continues and expands upon the graphical “journey” established in the Logo.

Each letter has been individually designed, and as such it should not be redrawn. Always reproduce the logotype from master electronic artwork.

Breathe it in Clare Valley 2.0 Brand Identity The figure below demonstrates the minimum clearspace to be afforded the 16 Brand Guidelines 2.8 Logo Lock-up — Logo Lock-up. No other elements should encroach on this Clearspace. Clearspace For minimum size see page 14.

3x 3x

x

Breathe it in

3x 3x Clare Valley 2.0 Brand Identity Three variations of the Logo Lock-up have been developed. Any of these variations can 17 Brand Guidelines 2.9 Logo Lock-up — be used, depending on the message and emphasis. Variations

Breathe it in Breathe it in

Breathe it in Clare Valley 2.0 Brand Identity A special “Made in Clare Valley” Logo Extension has been developed to be used on 18 Brand Guidelines 2.10 Logo Extension — products and goods made in the region. This special Logo Extension can be used to Made in Clare Valley show provenance, add value and build pride.

Each letter has been individually designed, and as such it should not be redrawn. Always reproduce the logotype from master electronic artwork.

Made in Clare Valley 2.0 Brand Identity The photographs below indicate how the “Made in Clare Valley” mark can be used on 19 Brand Guidelines 2.11 Logo Extension — product packaging. Made in Clare Valley Examples Clare Valley 2.0 Brand Identity The flexibility built into the identity system is evident when it comes to messaging and 20 Brand Guidelines 2.12 Logo Extension — communications. The graphical system established with the Logo, Lock-up and “Made in Messaging Clare Valley” marks also support messaging and communications.

Welcome Paxton Square to Burra Cottages Riesling Trail Breathe Breathe it in it in

Auburn

Breathe it in Stay at Skillogalee Bungaree Breathe it in Station Clare Valley 2.0 Brand Identity The figure below demonstrates how to construct the Messaging graphic system. 21 Brand Guidelines 2.13 Logo Extension — This system is consistent regardless of the length of the message or the relative Construction graphical size.

Welcome Paxton Square to Burra Cottages Riesling Trail Breathe Breathe it in it in

Auburn

Breathe it in Stay at Skillogalee Bungaree Breathe it in Station Clare Valley 2.0 Brand Identity The Messaging system is infinitely flexible allowing for destinations, towns, regions, 22 Brand Guidelines 2.14 Logo Extension — attractions, headlines and instructions to be embedded in the Brand Identity. Variations The system also allows for variation in form, size and emphasis of message.

Welcome Paxton Square to Burra Cottages Riesling Trail Breathe Breathe it in it in

Auburn

Breathe it in Stay at Skillogalee Bungaree Breathe it in Station Clare Valley 2.0 Brand Identity 23 Brand Guidelines 2.15 Logo Extension — Regional Associations

Clare Valley Clare Valley Cuisine Business & Clare Valley Tourism Winemakers Association

Clare Region Clare Winegrape Visual and Valley Growers Performing Arts Wine Association Association Clare Valley 3.0 Brand Application 24 Brand Guidelines The following pages demonstrate how the elements of our Brand Identity come together to create a strong visual language for the Clare Valley region. Clare Valley 3.0 Brand Application 25 Brand Guidelines 3.1 Business Card Clare Valley 3.0 Brand Application 26 Brand Guidelines 3.2 Business Card Front — Construction

90mm

5mm

GT Walsheim Medium 25.75pt type size Stephen 26pt leading Citizen 55mm

5mm

5mm 60mm 20mm 5mm Clare Valley 3.0 Brand Application 27 Brand Guidelines 3.3 Business Card Back — Construction

Clare Valley Wine, Food & Tourism Centre 8 Spring Gully Road, Clare SA 5453 P (08) 8842 2131 P 1800 242 131 [email protected] www.clarevalley.com.au1.7pt lineweight

90mm

5mm 3mm Stephen Citizen GT Walsheim Light Communications Officer 9pt font size P (08) 8123 4567 / M 0412 345 678 11pt leading [email protected]

GT Walsheim Medium Clare Valley Wine, Food & Tourism Centre 55mm 9pt font size 8 Spring Gully Road, Clare SA 5453 11pt leading P (08) 8842 2131 / P 1800 242 131 www.clarevalley.com.au

5mm

5mm 5mm Clare Valley 3.0 Brand Application The figures below illustrate how colour can be used to code regions and towns within the 28 Brand Guidelines 3.4 Brochures — identity system. Also note how the graphic “journey” rules frame and interact with Regional the imagery.

Welcome Welcome Welcome to Auburn to Riverton to Burra

Breathe Breathe Breathe it in it in it in Clare Valley 3.0 Brand Application The figures below illustrate how colour can be used to code regions and towns within the 29 Brand Guidelines 3.5 Brochures — identity system. Also note how the graphic “journey” rules frame and interact with Experiential the imagery.

Bungaree Riesling Sevenhill Burra Station Trail Winery Regional Gallery

Breathe Breathe Breathe Breathe it in it in it in it in Clare Valley 3.0 Brand Application 30 Brand Guidelines 3.6 Digital & Print Clare Valley 3.0 Brand Application 31 Brand Guidelines 3.7 Merchandise Clare Valley 3.0 Brand Application 32 Brand Guidelines 3.8 Advertising Clare Valley 3.0 Brand Application 33 Brand Guidelines 3.9 Entrance Signage Clare Valley 3.0 Brand Application 34 Brand Guidelines 3.10 Social Media Assets Clare Valley 4.0 Contact 35 Brand Guidelines For further information, please contact the Regional Tourism Manager at Regional Development Australia Yorke and Mid North via email—

cvtourism @yorkeandmidnorth .com.au

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