Nsw-National-Parks-Wildlife-Brand-Guidelines-V5-December-2017.Pdf
Brand Guidelines NSW National Parks and Wildlife Service INTRODUCTION
Office of Environment and Heritage Photography: Ingo Oeland/OEH Image Library. Image Oeland/OEH Ingo Photography:
Version 5 – December 2017 Version 5 – December 2017 Contents
• Logos • Brand Assets • Photography • Video • Tone of Voice • Collateral • Templates, waves and logos
Version 5 – December 2017 MPU Introduction
Welcome to the NSW National Parks Each section also has simple examples of correct and incorrect usage. More content will be added over time, and Wildlife Service Brand Guidelines to cover for new applications and promotional needs. These guidelines are an outcome of the NSW What is new in version 5 National Parks and Wildlife Service brand strategy, which was delivered and approved in early 2010. • Reviewed tone of voice to expand information for NPWS needed to refresh its brand and engage with digital and social media communication. consumers, based on research that showed their little • Added sections: understanding of the parks brand and what it stood Co-branding in the 'Logo' section for. Even though many people love and visit our parks, This section explain/clarifies when to use the few really know much about our values and role. We also need to entice a younger generation who has so NPWS wave, the NPWS logo lock-up and where many options with their leisure time other than visit should partner logos be placed. national parks. Icons for digital applications Marketing collateral is one of the key expressions of a The brand guidelines are supported by templates brand. Every brochure, flyer, banner or merchandise and both are available on eHub. The NPWS brand piece we produce is saying something about us. guidelines are a mandatory standard, to be used in all We need to be consistent in our style and message; promotional material. They will be closely linked to the otherwise we confuse our visitors and weaken the OEH publications approval process. NPWS brand.
The brand guidelines’ objectives are to ensure consistency across the organisation and assist in the use of the NPWS brand. We have included the following: • Appropriate use of the brand logo and brand assets • Photographic style • Copy tone and manner • Collateral guidelines and examples
Version 5 – December 2017 MPU For more information
If you require more information or have any questions regarding the NPWS brand guidelines, please send us an email to: [email protected]
The brand guidelines, logos and templates are available in the OEH intranet at: http://insite.environment.nsw.gov.au/OEH/CED/SitePages/NPWS%20 consumer%20brand%20guidelines.aspx
Version 5 – December 2017 MPU Brand Guidelines NSW National Parks and Wildlife Service LOGOS Photography: Ingo Oealand/OEH Image Library. Image Oealand/OEH Ingo Photography:
Version 5 – December 2017 Version 5 – December 2017 Logos
PRIMARY USAGE dividing line The NSW National Parks and Wildlife Service (NPWS) and NSW Waratah NSW Waratah emblem National Parks and logos make up the primary NSW Wildlife Services NSW National Parks Logo lockup, along with emblem the website and dividing line.
This logo is to be used on any branded communications and collateral produced by NSW National Parks to market the parks to visitors. It should only appear on a white background. website
SECONDARY USAGE The secondary logo lockup is the same as the primary one but without the website reference. It should only be used as follows: • When the web address is redundant (i.e. logo is on the website itself) or
• On specific collateral, which aims to promote another website. As with the primary lockup, it should only appear on a white background
Please note: The NPWS shield will ALWAYS be used in combination with the NSW government logo. The only exceptions are signage, uniforms and merchandise (e.g. water bottles) where the NPWS shield is used by itself.
Version 5 – December 2017 Logos 1 MPU Logo colour
The logo is available in a number of colour formats specified below: • CMYK – This is the standard colour version used in all digital printing methods 40% Black • PMS (Pantone Matching System) – A special colour has been selected for use in the NPWS shield. This version can be used in offset printing methods which allows for additional PMS colours to be printed CMYK gradient: 100% Black • Black and White – Used in printed material where 0/100/75/4 to 5/100/71/22 colours are not available CMYK: 0/30/95/0 (PMS 7409 C)
CMYK: 100/85/5/20
80% Black
Version 5 – December 2017 Logos 2 MPU Minimum size and isolation area
MINIMUM SIZE Primary logo Secondary logo MINIMUM SIZE MINIMUM SIZE To maintain integrity and legibility, the 25 mm 25 mm logo should not be reproduced any smaller than 25mm in width.
At this size it is still possible to clearly identify the elements of the logo and to read the website address.
ISOLATION AREA To maintain clarity, it is important to give the NSW National Parks logo some breathing space.
The minimum clearance space around the logo is defined as X. The X is determined as the width of the ‘S’ in NSW. This space ensures that the logo is given enough space and emphasis on the page.
Version 5 – December 2017 Logos 3 MPU One colour (Black and White and reversed out)
BLACK AND WHITE LOGO Black and White Logo MINIMUM SIZE Wherever possible, the NSW National 25 mm Parks logo should be produced in full colour. When this is not possible, a positive or negative one colour logo is supplied, to be used in one colour printing.
The same rules regarding the lockup, minimum size and isolation area apply when the logo is being produced in black and white. The logo should not be White logo (reversed out) produced in colours other than black or white. The MINIMUM SIZE positive one colour logo can only be used on white 25 mm and the negative version only on 100% black.
Version 5 – December 2017 Logos 4 MPU Logo misuses
The logo cannot be squashed or The elements of the logo cannot be The NSW National Parks logo should stretched in any way. rearranged in any way not be used in any format other than those specified. The examples on the right show some typical misuses.
The logos shown here demonstrate the things that nationalparks.nsw.gov.au nationalparks.nsw.gov.au you must not do with the lockups. Please stick to the formats provided. The logo cannot be re-coloured in The elements of the logo cannot any way be outlined
nationalparks.nsw.gov.aunationalparks.nsw.gov.au nationalparks.nsw.gov.aunationalparks.nsw.gov.au
The logo cannot appear on a The logo cannot appear on a coloured background textured background
nationalparks.nsw.gov.au nationalparks.nsw.gov.au
Version 5 – December 2017 Logos 5 MPU Co-branding
There are two cases:
1. Events owned by NPWS: We use the 'wave' and partner logo is included in text.
GREAT WALKS OF NEW SOUTH WALES
Y HIE RR HI TE E
C e o e - t m it an m ag om ement C
CASE STUDY: THE ROYAL important Gamilaroi meeting place and huge Terry Hie Hie Aboriginal Area is a Bird watching COAST TRACK GREAT WALK special place for the local Gamilaroi ceremonies took place here until 1883. Just as the Gamilaroi name suggests Planning, design and consultation Aboriginal people (Gamilaraay, The reserve is a wildlife corridor in the (Dhigaraa baa burrulaa dhull—The Place of Many Little Birds), Terry Hie Hie is a great for on-the-ground capital works have Kamilaroi, Gomeroi). The Aboriginal ‘Brigalow Belt’ providing habitat for numerous animal species. location to watch birds. Over 100 bird progressed towards the delivery of Area is made up of a number of species have been spotted in the reserve, a revitalised Royal Coast Track. The sections stretching north from Mt Terry Hie Hie Aboriginal Area is managed by including the threatened glossy black Royal Coast Track Great Walk will be an Kaputar National Park. They protect the NSW National Parks and Wildlife Service, cockatoo, hooded robin, brown treecreeper easily accessible overnight experience in collaboration with the Terry Hie Hie Co- and the turquoise parrot. ceremonial and art sites, tool-making showcasing rugged Australian coast, management Committee. The scrubby understorey provides ample areas, burial sites, hunting grounds sheltered coves, surf and wildlife just an cover for small woodland birds to feed and hour from Sydney. and places where Aboriginal people TERRY HIE HIE ABORIGINAL nest. The tall trees are good habitat for the lived before and after contact with RESERVE larger birds including birds of prey. The Royal Coast Track Great Walk will European settlers. In 1895, the Aboriginal Protection Board set see in excess of $2,000,000 invested aside 202 acres as an Aboriginal Reserve. GETTING TO THE VISITOR AREA in the facility through the Great Walks At its peak in 1915, approximately 95 people From Narrabri of NSW program. This will deliver lived on the reserve. Denied their freedoms, increased camping opportunities, Head north out of Narrabri along the Newell environmental restoration works, track the Aboriginal residents were basically Hwy to Bellata (47 km). Turn right onto Wilga prisoners in a gaol without walls. Street (follow the sign for Terry Hie Hie). surface improvements, a full upgrade of After the forced removal of children by the This road turns into Berrigal Creek Road. way-finding signage and improvments Aboriginal Protection Board in the 1920s, the Follow this road for 34 km and veer left at the to pre-trip information sources. This camp was split and the people moved to the Y-intersection with Melburra Road. Terry Hie walk, in Australia’s first national park, outskirts of Moree and across the border to Hie Aboriginal Area is a further 14 km and will be a flagship for the Great Walks of Queensland in an attempt to prevent their just north of the village. NSW program. children from being stolen. From Moree THINGS TO SEE AND DO Head west on the Gwydir Highway out of Moree towards Warialda. Travel 6 km and Picnics and barbecues turn right onto the Moree-Terry Hie Hie The northern part of the Mission section of Road. The Mission section of Terry Hie Hie Aboriginal Area is located just north of the GENERAL INQUIRIES: Terry Hie Hie Aboriginal Area has a delightful village of Terry Hie Hie approximately 43 km 43 BRIDGE STREET picnic area complete with gas barbecues HURSTVILLE NSW 2220 and picnic shelters. Interpretive signs explain from the Gwydir Highway turnoff. T: 1300 36 1967 OR 02 95856444 the significance of the area to Aboriginal F: 02 9585 6555 people, the birds to look out for and bush FOR MORE INFORMATION VISIT tucker. WWW.NATIONALPARKS.NSW.GOV.AU CALL 13000 PARKS (13000 72757) OR Bush walking NARRABRI OFFICE ON 02 6792 7300 Yana-y warruwi (Gamilaraay for ‘walking OPENING HOURS track’) is a 3.2 km loop track that 8.30AM - 4.30PM, MON TO FRI ABOUT THE ABORIGINAL AREA winds through the different vegetation communities in the reserve. It is a great The Mission section of Terry Hie Hie place to observe woodland birds and there STAYING SAFE IN PARKS Aboriginal Area is comprised of a north are two main resting spots. The walk takes • Weather can deteriorate quickly; do not and a south part with the old Terry Hie Hie 3–3½ hours and leaves from the visitor area. Aboriginal Reserve between the two areas. use walking tracks in high winds. The Aboriginal Reserve operated from 1895 For a shorter walk (1–1½ hours) turn off at the • Carry water on all walks. 3rd Trail until you meet back up with Yana-y through to 1922. • Trees and branches may fall without warruwi and head back to the picnic area. Terry Hie Hie takes its name from a local warning. pastoral property established in 1836. The Tracks are an easy grade, but please stay on • Mobile phone reception is unreliable. Gamilaroi refer to the area as Dhigaraa the track, otherwise you may lose your way. For more information visit: Photography: Royal NP (D. Finnegan/OEH Image Library) baa burrulaa dhull (The Place of Many Ticks are present in the park, so wear and www.environment.nsw.gov.au/parksafety Little Birds). This area was part of an carry insect repellent. WWW.ENVIRONMENT.NSW.GOV.AU A NSW Government initiative delivering a series of iconic walks in NSW national parks, packaged to rival the best of both Australian and international walking experiences.
Print: Never add a logo inside the wave Print: Partner brands are to be placed outside the wave
Version 5 – December 2017 6 MPU Co-branding
2. Events owned by third parties: we provide the lock-up and it is included with other logos.
Fantasea Adventure Cruising SIMS Marine Festival A free ferry will be 10am – 3pm Clifton Gardens Reserve, running continuously from Chowder Bay 10:30am to 3:00pm to take participants from the Recharge your batteries after the Hike with FInISH LInE at Chowder Bay a range of refreshments including SIMS own back to Kirribilli courtesy in support of Sydney Institute of Marine Science Sausage Sizzle, Turkish Gozleme, fresh cut of Fantasea Adventure Sunday 7 September 2014 www.harbourhike.com sandwiches, sushi, tea, coffee and snacks. Cruising. As a thank you for supporting Fantasea Harbour Hike Check out SIMS marine display of creatures in 2014, Fantasea Advenutre Cruising are offering a that live in our Harbour or get up close and 20% discount on their fabulous Bondi Beach/Whale personal with some native animals courtesy Watching Cruise or their Sydney Seven Wonders of the Taronga ZooMobile. Coastal Adventure. There’s a jumping castle and face painting Book at www.fantasea.com.au and quote the for the kids or just sit back and soak up the promo code FANHH14 spring sunshine. About the Sydney Institute of Marine Science Thank you to all our supporters The Sydney Institute of PRESENTINg SPoNSoR MEDIA PARTNER CoMMuNITy SPoNSoR Marine Science (SIMS) is Australia’s premier marine research facility working to preserve and protect our most precious waterways, including the iconic Sydney CoMMuNITy PARTNERS © Emma Birdsey Harbour. SIMS brings together scientists from six leading NSW universities and is based at Chowder Bay. For more informations about SIMS and the Sydney Harbour Research Program visit www.sims.org.au HIKER PASSPORT
Digital
Version 5 – December 2017 7 MPU Campaigns NPWS campaigns can have a distinctive identity, but the NPWS lock-up will See One of Nature’s be used to associate the campaign to Great Ocean National Parks. Migrations
50 mm Image credit: OEH/W. Reynolds
Find a whale watching hotspot in a national park on our website. wildaboutwhales.com.au Share your coastal adventures on our Facebook page. Facebook.com/wildaboutwhales Tell us about your whale sightings via Twitter. Twitter.com/wildaboutwhales Or share your sightings on the go and learn more about whales with the Wild About Whales mobile app.
So what are you waiting for? It’s time to get Wild About Whales.
NEW SOUTH 50 mm
Print material Facebook page
Cycling fast facts
Cras pretium commodo massa, STAYING SAFE IN PARKS GETTING THERE sed sollicitudin dolor pellentesque Many NSW parks are remote and rugged Eprem venditia quam quiae pera voluptae. non. Aenean vitae arcu arcu, id places, weather can change quickly and Rat alia quam quiam, tem ipsum vellite lobortis arcu. Nam purus purus, conditions in the bush or on the water dita cum venisquia volenducium et, quo suscipit in sodales id, eleifend nec may be unpredictable. When visiting a totati doluptae eos most fugiatur renihil national park, be aware of the risks and lautem dolupti onseque vidus maximag magna. Nullam faucibus, lectus take responsibility for your own safety and niminihit odite nullat molupta volecerum, eu malesuada ornare, neque dui the safety of any children in your care. corecus aecturi ullest, que cum qui debis im ultricies sapieltricies sapien, at Remember to plan ahead, choose your fugiandi net maximolo que verciis por repta lobortis sapien dolor sed sapien. walks and activities to match your stamina comnimi, te reiur? Vivamus sed lectus Lorem ipsum and fitness level, and tell someone where you’re going and when you’ll be back. Obit qui rescilla dis rerfero videbitium im dolor sit amet, consectetur audae noneceperis exere commod quiatis adipiscing elit. Les voluptatus sit, quataquae vent hil serepro rerchicto con conestio et di blabori et alibust, quodi volor si quat. Ilia sit tiusae. Gendaepe maio. Eprectum quiam et CARING FOR THE PARK eumqui que cus autatem facit eos is ea quo de et quisquodisit odiaect urepudam dolorpor sapienduntis ero te pora dolor sequam quiate modi isqui core eum litatis Tium commodo massa, sed sollicitudin anihiti oribus re nam ella nus evendust as quodi cum, tota verem voluptati untentias dolor pellentesque non. Aenean vitae arcu dolutem. Ita cusa nist, secae. Lut rem es nest, sitae et omnihitibea volupta quidus arcu, id lobortis arcu. Nam purus purus, venda comnihictem il id es et restest, sa www.environment.nsw.gov.au/parksafety. suscipit in sodales id, eleifend nec magna. nihitio consectatur aturion nossitiam, cust Nullam faucibus, lectus eu malesuada hariaerem fugiam faccuptatur? Sant quam exeris sincid et res nemporp ornare, neque dui ultricies sapielt dolor. oruptas peribus se molorem poreptatibus Parchic atestib earcitinum ressunt et estemquis dolupidiam niminve lesequis aspellat es volupta temodiore doluptaerio remo consectium a vel ipsam eos modia cus dolorum nusa sitiis dunt, escium hiciae voluptam nus etusam a nest dolorae ad STAYING SAFE IN PARKS corehenditem fugiantiis maionem non unt, nam si bla in rae vid quidiam voluptate Many NSW parks are remote and pere quam, conet optamus quis aut que elique laboria sam facerate dolor aut arciust rugged places, weather can change nusandusam am enda vit es eicimi, non ioribus net aute nes dolupie ndempore quickly and conditions in the bush or cust, sum que porro quaturio eostrum lacit sunt voluptias repe illendessi venis quianiet on the water may be unpredictable. labo. Imus doluptatur, que sent, quiatum utemolupid quam, qui doluptur, a nis reped When visiting a national park, be aware ditios ni represequi alit quodis peliquos quas doluptiis di voloreh enimin consed of the risks and take responsibility for dolupti struptate ne con rae pel ium dipid magniae venti cullo dessusdae pores your own safety and the safety of any quis nihiciae voloreperum debitat lit re alit eum quidus esci doluptionet ex es autas children in your care. Remember to plan faccum delit inciunt pratendipsam as est rae nosamus daeriat volorec eaquaspis ahead, choose your walks and activities que vellat. simusciendem. to match your stamina and fitness level, Xeribus moloria peratii simus, consedi Obit qui rescilla dis rerfero videbitium im and tell someone where you’re going psanisquod ulparum nihictur molorumquee audae noneceperis exere commod quiatis and when you’ll be back. corehenditem fugiantiis maionem non serepro rerchicto con conestio et di blabori For more information about staying safe pere quam, conet optamus quis aut que tiusae. Gendaepe maio. Eprectum quiam et in parks visit nusandusam am enda vit es eicimi, non quo de et quisquodisit odiaect urepudam www.environment.nsw.gov.au/parksafety cust, sum que porro q pratusam, volupta sequam quiate modi isqui core eum litatis voluptur sim facitatur sitatiorrum quam. quodi cum, tota verem voluptati untentias.
Print material Web banners Version 5 – December 2017 8 MPU Paper recommendation
It is important to choose paper that adequately PRINT SPECS – QUALITY reflects the brand values. The main aspects to • For brand consistency, it is essential to produce all consider when selecting paper are: material in a high print quality. Use 300ppi images • sustainability in CMYK and vector typefaces • paper quality • Do not print images with a quality lower than • availability 150ppi
• value for money RECOMMENDED PAPER WEIGHT Decisions you make on the purchase and use of Collateral Paper Stock paper can significally reduce your environmental DL leaflet 150/170 gsm impact. Whenever possible, use 100% recycled A4 brochure 150/170 gsm paper. Otherwise choose stock sourced from certified A3 poster 170 gsm plantations. Look for Forest Stewardship Council (FSC) or Programme for the Endorsement of Forest Certification (PEFC) certified stock.
PAPER SPECS – GENERAL
• Use environmentally sustainable paper that is bright white (not grey or beige) and holds the print well. Avoid paper on which ink spreads. • No textured paper • No finishes, avoid glossy/ lacquered finishes.
PRINT SPECS – COLOURS
• Please use the chosen colour palette as specified in the brand assets section. Where possible, use a PMS special colour rather than the CMYK breakdown
Version 5 – December 2017 Logos 10 MPU Brand Guidelines NSW National Parks and Wildlife Service BRAND ASSETS Photography: Ingo Oealand/OEH Image Library Image Oealand/OEH Ingo Photography:
Version 5 – December 2017 Version 5 – December 2017 Typography – primary typeface
Helvetica Neue is the primary typeface This is the standard cut. It is used for body copy and for NSW National Parks. This classic Helvetica Neue Regular introductory paragraphs font comes in many weights and ABCDEFGHIJKLMNOPQRSTUVWXYZ (80% black unless on a highlight box or image) styles, allowing a diverse yet abcdefghijklmnopqrstuvwxyz 1234567890 consistent look.
USAGE This cut is only used in body copy to highlight These Helvetica cuts have been chosen for specific Helvetica Neue Italic words and web addresses purposes. Following the recommended use of cuts ABCDEFGHIJKLMNOPQRSTUVWXYZ assures a consistent brand appearance throughout (same colour as the text it abcdefghijklmnopqrstuvwxyz 1234567890 is highlighted in) all collateral.
Please note that type is not to be used in 100% black. The primary type colour is 80% black on white or Helvetica Neue Bold is reversed out of images. used for headings, Helvetica Neue Bold sub-headings and ABCDEFGHIJKLMNOPQRSTUVWXYZ contact details (sub-headlines can be in abcdefghijklmnopqrstuvwxyz 1234567890 accent colours)
This heavy cut is only to Helvetica Neue Heavy be used for headlines (on pictures either white ABCDEFGHIJKLMNOPQRSTUVWXYZ reversed out with a drop abcdefghijklmnopqrstuvwxyz shadow or as tint of white) 1234567890
Version 5 – December 2017 Brand Assets 1 MPU Typography – primary typeface - examples
EXAMPLE To the right is some sample copy, HEADLINE showing usage for the different Helvetica Neue Heavy Atio quae. (on images only, Helvetica cuts. The example also visually tint of white or white reversed out) shows the relationship of type sizes. Fon size can be between 38 pt to 64 pt, it Ovidel inctur? totally depends on the size of media
HEADING Maximod isquidita volor Helvetica Neue Bold Fon size can be between 18 pt to 25 pt, it sequid mil ea verum as. totally depends on the size of media INTRO Ditiurias sandand uciendam, ut odit que labo. Helvetica Neue Regular Ecestium qu dipsum que consequi untem Fon size should be 11 pt autIgendae conseque nos est voluptae rest. SUB-HEADING MILLAUT AUT AUT ANDANDIO Helvetica Neue Bold Fon size should be 11 pt Itaquatem illabor sinciis alibus, necesed unt voleni as scitis magnatius dolorrunt il ilibus, comnis alibus imus sequi ipicatam ad quia ipit magnamu sapiendia doloratquas dolum evendit vollam HIGHLIGHT rest, sitaquas dolende lectate omnitisquam sitio. Helvetica Neue Italic Fon size should be 11 pt Ut occulpa ritatus que reperit iorporrunt eate nonsect iisquam la dolor remolorro offici reptatquiam dem. Et restrum reseque preperi BODY COPY volenim enihit fuga. Helvetica Neue Regular • • Opti delestotae nem exeri rem ad eosam aut esteculpa Fon size should be 9 pt inctus aligentur mos necersp eraepercipit dolupti
• • Itlitiasim es nos ex es esto in porera nonsed eum derferspis dem ipsus, qui nihillorem WEBSITE REFERENCE earum nonecte vel mod molut moditisciam, odit et, et que nobit Helvetica Neue Italic volor www.maximillantvelliquam.com.au Fon size should be 9 pt GENERAL INQUIRIES: ADDRESS STREET NO. STREET NAME, SUBURB, POSTCODE T: 0X XXXX XXXX OR 0X XXXX XXXX Helvetica Neue Bold and F: 0X XXXX XXXX Helvetica Neue Regular Fon size should be 9 pt Version 5 – December 2017 Brand Assets 2 MPU Typography – accent typeface
For a personal feel and to link the Park Life visitor with the brand, an accent typeface has been especially created for NSW National Parks. ABCDEFGHIJKLMNOPQRSTUVWXYZ This font is called Park Life and is owned and abcdefghijklmnopqrstuvwxyz 1234567890 managed by NSW National Parks. Park Life consists of the English alphabet in upper Ke КTh eefiflngofomonoothwo and lower case, numbers, common ligatures and a range of alternate letters as well as the most common punctuation and signs. �������������� USAGE !?#$%&()*+,-./:;<>=@^[]{}~ This font should only ever be used to portray the thoughts and feelings of visitors to NSW National Parks. It is used for emotive and conversational EXAMPLE copy, for instance reversed out of images as per the example shown.
Park Life is to be used as an accent typeface only, it should never be used for factual information or body copy.
Please contact the Brand team leader if you wish to use Park Life at [email protected]
Version 5 – December 2017 Brand Assets 3 MPU Typography – headlines
There are 2 different types of headlines: EXAMPLE Emotive and informational headlines.
• Emotive headlines should be in 80% transparent white
• Informative headlines should be solid white with a distinct short drop shadow as per example given It's never just a • Please always ensure legibility. Avoid placing the headline on a too light or extremely contrasting area of the image walk in the park • When using a drop shadow, it should always go to the bottom right of the type. Please ensure that the shadow is visually matching the example Emotive Heading = Helvetica Neue Heavy, 80% transparent white headline overlaying the image (ensure legibility) a walk in a walk in the park the park It's never just a Shadow too soft and faint Shadow too dark and strong walk in the park
Informational Heading = Helvetica Neue Heavy, solid white headline with drop shadow overlaying the image (ensure a walk in a walk in legibility) the park the park Shadow too big Shadow in the wrong direction Version 5 – December 2017 Brand Assets 4 MPU Colour palette – print and online
The NSW National Parks colour All colours are specified in CMYK (Cyan/Magenta/ • Print: use either the CMYK breakdowns when Yellow/Black), RGB (Red/Green/Blue) and PMS printing digitally or, if preferred, the special PMS palette is inspired by colours from (Pantone Matching System). colours can be used when printing offset national parks to give the collateral Please use the appropriate colour breakdown: The NPWS shield has the background colour of PMS a natural and earthy feel. 7409C. For most print jobs unless specially requested, • Online application: please use the RGB colours use the CMYK breakdown (0/30/95/0).
PMS 1615C PMS 1805C PMS 167C PMS 153C PMS 7409C CMYK 0/60/100/60 CMYK 0/91/100/23 CMYK 0/70/100/5 CMYK 5/50/100/5 CMYK 0/30/95/0 RGB 124/63/0 RGB 191/49/26 RGB 230/106/31 RGB 223/138/32 RGB 253/185/36 HEX #7C3F00 HEX #BF311A HEX #E66A1F HEX #DF8A20 HEX #FDB924
PMS 390C PMS 384C PMS 377C PMS 364C CMYK 20/0/100/5 CMYK 40/15/100/5 CMYK 55/0/100/35 CMYK 60/0/100/65 RGB 203/212/34 RGB 158/173/53 RGB 86/139/45 RGB 41/91/24 HEX #CBD422 HEX #9EAD35 HEX #568B2D HEX #295B18
PMS 294C PMS 314C PMS 299C PMS 2985C PMS 425C CMYK 100/75/0/40 CMYK 100/0/15/50 CMYK 100/0/0/15 CMYK 60/0/10/0 CMYK 0/0/0/77 RGB 0/52/113 RGB 0/104/129 RGB 0/152/209 RGB 79/198/224 RGB 95/96/98 HEX #003471 HEX #006881 HEX #0098D1 HEX #4FC6E0 HEX #5F6062
Version 5 – December 2017 Brand Assets 5 MPU Colour palette – accent colours
As accent colours, it is fine to use tints You can use any tint between 100% and 10%. When of the colour palette. The combination using a solid colour on a tinted coloured box, please make sure that the copy is still legible. of various tints gives a colourful, yet consistent look.
PMS 2985C PMS 299C PMS 314C PMS 294C PMS 364C PMS 377C PMS 384C PMS 390C PMS 7409C PMS 153C PMS 167C PMS 1805C PMS 1615C PMS 425C HEX #006881 HEX #003471 HEX #5F6062 HEX #295B18 HEX #0098D1 HEX #7C3F00 HEX #E66A1F HEX #4FC6E0 HEX #BF311A RGB 124/63/0 RGB 95/96/98 RGB 0/52/113 RGB 41/91/24 HEX #DF8A20 HEX #568B2D HEX #9EAD35 HEX #FDB924 HEX #CBD422 RGB 191/49/26 RGB 0/104/129 RGB 86/139/45 RGB 0/152/209 CMYK 0/0/0/77 RGB 79/198/224 RGB 230/106/31 RGB 158/173/53 RGB 203/212/34 RGB 253/185/36 RGB 223/138/32 CMYK 60/0/10/0 CMYK 0/30/95/0 CMYK 0/70/100/5 CMYK 20/0/100/5 CMYK 5/50/100/5 CMYK 100/0/0/15 CMYK 0/91/100/23 CMYK 0/60/100/60 CMYK 100/75/0/40 CMYK 60/0/100/65 CMYK 40/15/100/5 CMYK 100/0/15/50 CMYK 55/0/100/35 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% HEX #878889 HEX #406795 HEX #5F8452 HEX #80A862 HEX #408EA1 HEX #E7A758 HEX #9D6F40 HEX #CF6553 HEX #EC8F57 HEX #B6C268 HEX #D8DF59 HEX #7BD4E8 HEX #40B2DD HEX #FECB5B RGB 95/132/82 RGB 128/168/98 RGB 254/203/91 RGB 64/142/161 RGB 216/223/89 RGB 64/178/221 RGB 64/103/149 RGB 157/111/64 RGB 231/167/88 RGB 236/143/87 RGB 207/101/83 RGB 123/212/232 RGB 182/194/104 RGB 135/136/137 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% HEX #A7E3F0 HEX #F3B58F HEX #E5EA91 HEX #BE9F80 HEX #809AB8 HEX #EFC590 HEX #80B4C0 HEX #DF988D HEX #AFB0B1 HEX #ABC596 HEX #FEDC92 HEX #80CCE8 HEX #94AD8C HEX #CFD69A RGB 148/173/140 RGB 207/214/154 RGB 171/197/150 RGB 254/220/146 RGB 128/180/192 RGB 229/234/145 RGB 167/227/240 RGB 128/204/232 RGB 175/176/177 RGB 128/154/184 RGB 190/159/128 RGB 239/197/144 RGB 243/181/143 RGB 223/152/141 25% 25% 25% 25% 25% 25% 25% 25% 25% 25% 25% 25% 25% 25% HEX #A7E3F0 HEX #F2F4C8 HEX #BFE5F4 HEX #F7E2C7 HEX #FFEEC8 HEX #BFD9E0 HEX #F9DAC7 HEX #D7D7D8 HEX #D5E2CB HEX #DECFBF HEX #E7EBCD HEX #EFCCC6 HEX #CAD6C5 HEX #BFCCDC RGB 191/204/220 RGB 222/207/191 RGB 231/235/205 RGB 211/241/247 RGB 191/217/224 RGB 255/238/200 RGB 247/226/199 RGB 249/218/199 RGB 239/204/198 RGB 191/229/244 RGB 215/215/216 RGB 202/214/197 RGB 213/226/203 RGB 242/244/200
Version 5 – December 2017 Brand Assets 6 MPU Colour palette – examples of use
Here are some examples for visual HEADLINE ON WHITE 65% colour • 100% reference of how the colour palette can PMS 314 HIGHLIGHT BOX be used. 20% colour
USAGE HEADLINE ON COLOUR 100% colour • Ideally, use one of the NSW National Parks' colours in several different tints together (see some COPY ON COLOUR examples on the right) 65% colour • legibility
• Please make sure you maximise legibility, eg. tints MAP BACKGROUND should not be too light, there should be adequate 60% colour • legibility contrast, etc MAP 100% colour
HEADLINE ON COLOUR 65% colour
COPY ON COLOUR 80% Black
HIGHLIGHT BOX 15% colour
COPY ON DARK COLOUR 100% white
DARK HIGHLIGHT BOX 65% colour
Version 5 – December 2017 Brand Assets 7 MPU Wave graphic – guidelines
The wave is a key element of the NSW Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed hendrerit sem arcu, quis placerat lectus. Cras pretium Visitor Guide elit. Sed hendrerit sem arcu, quis placerat lectus. commodo massa, sed sollicitudin dolor pellentesque non. Cras pretium commodo massa, sed sollicitudin Aenean vitae arcu arcu, id lobortis arcu. Nam purus purus, suscipit in sodales id, eleifend nec magna. Nullam faucibus, dolor pellentesque non. Aenean vitae arcu arcu, id lectus eu malesuada ornare, neque dui ultricies sapieltricies lobortis arcu. Nam purus purus, suscipit in sodales sapien, at lobortis sapien dolor sed sapien. Vivamus sed lectus Lautaep National Parks brand. It resembles a id, eleifend e nec magna. Nullam faucibus, un lectus eu Lorem ipsum dolor sit amet, consectetur adipiscing elit. malesuada ornare, neque dui u. CARING FOR THE PARK Rehenim PARK HIGHLIGHTS tium commodo massa, sed sollicitudin dolor pellentesque non. Aenean vitae arcu arcu, id lobortis arcu. Nam purus purus, National Park landscape with a rolling hill, and holds Ted hendrerit sem arcu, quis placerat lectus. Cras pretium suscipit in sodales id, eleifend nec magna. Nullam faucibus, commodo s massa, sed sollicitudin u hdolor pellentesque non. lectus eu malesuada ornare, neque dui ultricies sapielt dolor ses Aenean vitae arcu arcu, id lobortis arcu. Nam purus purus, sed lectuss placerat lectus. Cras pretium commodo massa, sed suscipit in sodales id, eleifend nec magna. Nullam faucibus, sollicitudin dolor pellentesque non. Aenean vitae arcu arcu, id lectus eu malesuada ornare, neque dui ultricies sapieltricies lobortis arcu. Nam purus purus, suscipit in. the logo in a consistent lockup allowing sapien, at lobortis sapien dolor sed sapien. Vivamus sed lectus Lorem ipsumwhen dolor sit amet, consectetur adipiscing elit. Sedwe WHAT’S ON hendrerit sem arcu, quis placerat lectus. Cras pretium commodo Sydney Caravan and Camping Show – 17-25 April
www.supershow.com.au Picture credit would go in this space here. Photographers name would go here quick brand recognition. NorthFace 100 – 15/16 May le t it all www.thenorthface.com.au/100 Winter Magic Festival – 19 June www.wintermagicfestival.com.au
CareFlight Woodford to Glenbrook Classic – 27 June ehin www.carefl ight.org/help/events The wave is to be used on all collateral NAIDOC Week – 4-11 July www.naidoc.org.au as well as front covers of brochures. massa, sed sollicitudin dolor pellentesque non. Aenean vitae arcu arcu, id lobortis arcu. Nam purus purus, suscipit in sodales STAYING SAFE IN PARKS id, eleifend nec magna. Nullam faucibus, lectus eu malesuada Many NSW parks are remote and rugged places, weather ornare, neque dui. can change quickly and conditions in the bush or on the water may be unpredictable. When visiting a national The logo without the wave is only to elit. Sed hendrerit sem arcu, quis placerat lectus. Cras pretium park, be aware of the risks and take responsibility for your commodo massa, sed sollicitudin dolor pellenrcu arcu, id own safety and the safety of any children in your care. lobortis arcu. Nam purus purus, suscipit in, lectus eu malesuada Remember to plan ahead, choose your walks and activities ornare, neque dui ultricies sapieltricies sapien, at lobortis sapien to match your stamina and fi tness level, and tell someone dolor sed sapien. be used when NSW National Parks is where you’re going and when you’ll be back. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed For more information about staying safe in parks visit hendrerit sem arcu, quis placerat lectus. Cras pretium commodo www.environment.nsw.gov.au/parksafety massa, sed sollicitudin dolor pellentesque non. Aenean vitae arcu arcu, id lobortis arcu. Nam purus purus, suscipit in sodales id, eleifend nec magna. Nullam faucibus, lectus eu malesuada featuring on the collateral of another ornare, neque duielit. Sed hendrerit sem arcu, quis placerat GENERAL INQUIRIES: lectus. Vivamus sed lectus. 43 BRIDGE STREET, HURSTVILLE NSW 2220 T: 1300 36 1967 OR 02 95856444 F: 02 9585 6555
Photography: MAIN: N. Sullivan / Courtesy Tourism NSW GETTING THERE ‘Inherit th e Earth ’ really means brand. This can only be issued by the som eth ing when I com e here Marketing and Promotions Unit. DL Brochure – DL wave
The wave graphic performs two functions within marketing collateral: A4 Brochure – Standard wave • It acts as a visual base to full bleed photography or solid colour used on posters, brochures and flyers. The wave graphic is positioned at the base of an image with the arc of the wave overlapping the image.
Picture credit would go in this space here credit Picture It’s never • It also functions to house the logo lockup. The logo is located under the arc of the wave graphic with an just a walk equal margin to the bottom and right of the logo. in the park • There are two wave formats: ‘Inherit the Earth’ really means • Standard wave – to be used across the majority something when I come here of collateral • DL wave – to be used on narrow or tall material, such as DL brochures and thin portrait banners Advertising – Version 5 – December 2017 Standard wave Brand Assets 8 MPU Wave graphic – primary (includes web address)
The primary wave graphic contains the logo and the web address www.nationalparks.nsw.gov.au
Here are the two primary wave formats: Standard and DL
Standard wave
x
x
DL format wave x
x
Version 5 – December 2017 Brand Assets 9 MPU Wave graphic – primary (includes web address)
For ease of use, the wave is supplied • The waves come with 5mm bleed (for professional print jobs, set up on all sides). Please use locked-up in the most common templates where possible and request a special formats as follows: wave for the web • The waves come with and without web address. Please use these in 100% original size. Please use the appropriate one, as with the logo lockup, the primary version is with the web address
A3 wave A4 wave – 70% of A3 wave A5 wave – 50% of A3 wave DL wave same wave size and logo position same wave size and logo position same wave size and logo position landscape – 50% of A3 wave on portrait and landscape on portrait and landscape on portrait and landscape portrait – special DL wave!
Version 5 – December 2017 Brand Assets 10 MPU Wave graphic – family of primary wave formats
A collection of different wave formats from A3 down to DL size including the PowerPoint format execution. Please note how visually consistent the wave is across all sizes.
Version 5 – December 2017 Brand Assets 11 MPU Wave graphic – primary wave positioning
The wave device separates the USAGE EXAMPLE logos and informational copy from • Please be mindful of the image cropping when • Here is an example of a fact moving the wave up or down (never move the wave sheet where the wave sits quite photography. It can be moved up and to the right or left) highly. down, depending on copy and the • When placing copy under the wave, please be space needed. mindful of the logo isolation area
Version 5 – December 2017 Brand Assets 12 MPU Wave graphic – standard wave misuses
The wave should never be used in any format other than those specified. The examples on the right demonstrate misuses.
The wave graphic specific to the The wave graphic should be used DL format should not be used on in its supplied formats or a visual landscape collateral. matching crop. Do not zoom in.
The wave graphic should be used The logos in the wave graphic in front of a solid colour or an image always sit on the right hand side. Do – never both. not make up new lockups, crops or positionings.
nationalpar n go a The wave graphic should not The wave graphic cannot be scaled be repeated or used as a separately from the logo lockup background texture.
Version 5 – December 2017 Brand Assets 13 MPU Wave graphic – DL format wave misuses
The wave should never be used in any format other than the formats specified. The examples on the right demonstrate misuses.
Never use the standard The wave graphic Any image or colour is Never rotate the wave. wave in a DL format. should not be placed to be above the wave, with the logos centred. never below. The area The logos are always below the wave is always on the right and in a exclusively white. specific size compared t o the document as per guidelines.
Version 5 – December 2017 Brand Assets 14 MPU Wave graphic – secondary (excludes web address)
In some instances, the wave device can • The collateral is specifically promoting another website, like www.wildaboutwhales.com.au or be used without the website reference (similar to the secondary logo lockup). • When used on websites themselves This is only the case if: Here are the two secondary wave formats: Standard and DL
Standard wave
x
x
DL format wave x
x
Version 5 – December 2017 Brand Assets 15 MPU Wave graphic – secondary examples
Here are some examples of how the USAGE secondary wave graphic is used on • Wave formats, guidelines and misuses apply as per primary wave. Please refer to section the wave collateral. graphic – primary section
Example of Example of a collateral specifically webpage using the promoting another secondary standard website, hence wave without using the secondary website lockup. DL format wave without website lockup.
Version 5 – December 2017 Brand Assets 16 MPU Symbols – style and usage
The most commonly used information Please note that the symbols need to be in symbols are listed below. PMS 301 (CMYK 100/45/0/18) as specified in the NPWS signage manual The full list of symbols and definitions are contained in the PWG Symbol Catalogue at: http://deccnet/ parkmgmt/ParkSignageManual.htm
You can download symbols from http://images. environment.nsw.gov.au
Version 5 – December 2017 Brand Assets 17 MPU Maps – style and usage
Maps are to be created as accurately These map guidelines are for guidance only. When NPWS maps for parks and reserves should include: designing a map, please consider what it is that your • text in Helvetica Neue as possible and only detailed enough map is intended to portray and make adjustments to serve the purpose of the application. accordingly. • the name of the park as the heading and a comprehensive key This unifies the overall NPWS maps brand style, and If in doubt, contact Brand and Design: symbols from the Park Signage manual, placed keeps them clear, uncluttered and easy to use. [email protected] • where the specific facility is located, as shown on The colours and lines for simple location maps are as Below is an example of a simple location map. the Brand Assets section follows: • a reference to Sydney, eg. Sydney > 180km y NSW National Parks - CMYK 20/0/100/5 Entrance a w and/or to the major closest town; eg. Coffs r
and Parking o t o Harbour > 80km Other NSW Government Reserve - 40%–CMYK 55/0/100/35 Treetops M
Maitland c Adventure Park i f i Minmi Water - CMYK - 40%–60/0/10/0 c Fletcher • specified colours from the NSW National Parks 0 100 a P
Metres 1 colour palette, except symbols, which need to Marine parks and Aquatic Reserves - 80%–CMYK - 60/0/10/0 M d oa be CMYK 100/45/0/18 (R0/G94/B209) for a Park i R m Land - CMYK - 15%–0/30/95/0 Kurri Kurri in M feature and CMYK 20/80/100/8 (R193/G75/B2) for M15 a Route marker. Symbols - PMS 301 (CMYK 100/45/0/18) H un ter Ex Major Road - CMYK 0/0/0/80 (3pt) p t re e s e Always specify if the map is to scale and all maps s r way t S Summerhill Waste d Secondary Road - CMYK 0/0/0/60 (1.5pt) r Blue should have the following disclaimer: o Management Centre tf o Gum Hills o Unsealed Road - CMYK 0/0/0/30 (1.5pt) W Regional Park Map information: This map does not provide ark Road 4WD Road - CMYK 0/0/0/60 (1.5pt) 4pt dash/2pt gap P information topography, alerts or opening times, n o er Railways - CMYK 0/0/0/60 (0.75pt) 1pt dash/1pt gap Cam and may not be suitable for some activities. Map published XX/XX/XXXX. Link Road Walking Track - CMYK 0/60/100/60 (0.75pt) 1pt dash/2pt gap Newcastle Cameron Park Fire Trail - CMYK 0/60/100/60 (0.75pt) 4pt dash/2pt gap The following pages provide examples of detailed area and park maps. Line thickness and spacing for dashed lines may need The overview map is merely to be adjusted according to the scale of the map. P a location finder map: NSW is highlighted (with ACT border) and a dot shows the location of the map.
Version 5 – December 2017 Brand Assets 18 MPU Maps – examples
P Solitary Islands coastal walk P! Barrington Tops National Park Walk Overview Park overview
YURAYGIR Multi-park Park map NATIONAL PARK map Grasstree Gap Red Rock GLEN WARD #Hutleys Knob BARRINGTON
d
R TOPS STATE r
Corindi Beach ř źZ" e Flat Top NORTH-WEST Zř "ź t #
n FOREST SOLITARY ISLAND u ź\ H Glenreagh NATURE RESERVE SHERWOOD NATURE BARRINGTON RESERVE Arrawarra TOPS STATE Arrawarra Dilgry BOWMAN źHeadland CONSERVATION AREA Devils Hole Falls STATE Constitution d campground WEDDING a FOREST CONGLOMERATE #Hill o Tops R Gummi Falls and picnic Road BELLS STATE # cca Barrington Forest STATE Mullaway Beach Castle Hill br u campground źR a b area Honeysuckle Forest FOREST źand Headland Tu źR ź® FOREST STEWARTS BROOK " track and picnic area Cabins Beach Woolgoolga STATE FOREST ź\® ź\Thunderbolts lookout Knobys źR R ad Devils Hole lookout t o Lookout MOONAN BROOK Horse Swamp u walking track and H campground ud Woolgoolga picnic area M Lake ź Woolgoolga Beach ź #Mount Carson and Headland Boranel COBARK Blue Mountain Polblue campground # Front #Mountain źR® Mountain Nana Glen and Swamp track #
Mount Little Murray COFFS COAST #Hungerford źR campground Beean Yellokok Beean #Mountain d REGIONAL PARK a BAGAWA Falls o
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#Boyds Hill trail¯ V
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Stony Hill a
LOWER # SOLITARY ISLAND Barrington campground R Emerald #Eagle Hill TOPS NATIONAL BUCCA STATE Falls Aeroplane Hill Beachź Dammerels NATURE RESERVE źR walking track FOREST ® ® PARK Mount History Walk Bruigate Moonee Creek źR Black Swamp # MAUDVILLE canoe route ® Look At Me Now Caneens Gap ® campground Big Jack Careys Peak Headland walk walking track Gloucester River NANA ¯ #Mountain ź\ źR Link Trail- Gloucester #Stony Point Sharpes Creek campground Careys Peak Wombat Creek Tops to Careys Peak źR CREEK STATE ® walking track® Coramba Moonee MOONEE BEACH lookout campground FOREST Little Losy Gloucester River NATURE RESERVE Mountain Mount Antarctic Beech ® Beach # Corker trail walking track Paterson Forest Walking Track #Mount Coramba SOUTH Big Losy # ® ORARA Green Bluff Mountain SOLITARY ISLAND # #Mount Gunama River Walking ® EAST STATE Track® Gloucester Tops HISTORIC SITE Burraga Swamp ® Circuit FOREST Solitary Islands walking track Gloucester Tops ORARA WEST Cockcrow Jolliffes Gap ® Gloucester ® Lagoon Pinch picnic area "ź coastal walk Mountain ® Falls walking Mountaineer-Glowang STATE # "ź picnic area ® FOREST "ź track and trail ULIDARRA SPLIT #Mount Allyn Rocky picnic area Wangat Road Korora SOLITARY ISLAND #Mount Malumla Crossing NATIONAL Mount walk ® . Zř carpark NATURE RESERVE Cabre PARK Bald Mount Browne # Mount Nelson # Sneaky Pinch Blue Gum # Williams ® loop trail Lookout Diggers Beach Williams River CHICHESTER #Red Hill ź "ź picnic area #Mount Royal UPPER ALLYN STATE Park Beach #Roberts Hill FOREST S # Coffs MUTTONBIRD ISLAND a l Dixies Top BOAMBEE MOUNT ROYAL i s Aurania b Dundungra # Harbour NATURE RESERVE u STATE NATIONAL PARK r Falls # MASSEYS y FOREST # ź\ź Pieries Peak Mount Carrow Beacon Hill # R Eastern Side o Boorers Knob CREEK STATE a # lookout d
FOREST r
e Little d t s a Boambee Boambee Salisbury Gap e o # Smiths Mount h Jerusalem South Pacific # ic R Beach h Creek CARRABOLLA C Ocean Mount "ź picnic area Toonumbue# TUCKERS Jerusalem NOB STATE Creek trail ®
FOREST Boambee Head DUSODIE Sawtell ECCLESTON
Bongil Sawtell Beach Spring "ź Mountain ź picnic area CARROWBROOK # 0 2 4 6 8 10 Bonville Bonville Redhead Holywell # Creek Headland 0 2 4 6 8 Corner Big Black Pinnacle Jack # PINE CREEK Wilkinson Cove IÄ Kilometres #Mountain STATE IÄ Kilometres MAP INFORMATION This map does not provide detailed Camden Cove BONGIL information on topography, alerts or opening times and may FOREST MAP INFORMATION This map does not provide detailed Fenwick Bay not be suitable for some activities. Map published: 13/09/2017 BONGIL information on topography, alerts or opening times and may # NATIONAL PARK not be suitable for some activities. Map published: 19/09/2017 Reedy Cove LOSTOCK TILLEGRA Moore Bay
Barrington Tops National Park Local road ź\ Lookout NPWS reserve Sub-arterial road "ź Picnic area ® Walking track NPWS reserve NPWS tracks/trails "ź Picnic area To complete the legend, add: Other reserves Distributor road ź Surfing spot ® Walking track - VisitorInfo features Motorway Local road ź Swimming spot Other reserves Management trail ¯ 4WD touring - VistorPoint_ALL Primary road ź Fishing spot ź Visitor centre Arterial road źR Campground - AMS_TrackSection- to be renamed 'Walking track' Arterial road ź\ Lookout ¯ Canoe/kayak trail Sub-arterial road Zř Carpark - TrackOnPark- to be renamed 'Management trail'
SPECS/TIPS: > ALL font= Helvetica Neue Lt Std, size 9. - change the font before converting the legend to graphics > Tracks/trails = 0.6cm length (adjust text placement so they are in line with the roads) > No need to change attractions/rou tes* just move them into placeVersion 5 – December 2017 Brand Assets 19 *exception with 'Walking' and 'Cycling route'- text should be: -Walking track MPU - Cycling trail > Remove road and park/reserve symbols if they DO NOT appear in the map. Maps – examples
Kosciuszko National Park High Plains area P! Overview Map P! Kosciuszko National Park
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AREA H W Nichols Gorge Y walking track źRBlue Waterholes campground Khancoban k Rd ® n Cooinbil Hut a ® Khancoban b Cooma źR campground
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i d MONARO HWY ź M Bill Jones Hut Oldfields Hut o d k R u sz ci Berridale Long Plain Hut ź os Perisher K campground Ghost Gully Old Currango
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g Currango Homestead l THREDBO-PERISHER Jindabyne a Daffodil D źJ źJCottage AREA Nimmitabel źJ The Pines Cottage
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th SELWYN AREA S Ca IÄ te Rd Kilometres IÄ ga Kilometres Rd le MAP INFORMATION This map does not provide detailed e k MAP INFORMATION DThis map does not provide detailed Lin information on topography, alerts or opening times and may information on topography, alerts or opening times and may not be suitable for some activities. Map published: 21/09/2017
® Kosciuszko Sub-arterial road " Historic site " 4WD touring High Plains area Visitor Route źR Campground Walking track National Park Distributor road [" Lookout " Car touring NPWS Reserves Management trails ź Historic site NPWS reserve m I" Accommodation " Cycling ! Picnic area f" Other Reserves źJ Accommodation Other reserves Q" Campground " Snow sports facility " Snow trail Q Primary road Primary road " Cave entrance " Visitor Centre " Walking track Sub-arterial road Arterial road ¾Û Education centre
Version 5 – December 2017 Brand Assets 20 MPU Brand Guidelines NSW National Parks and Wildlife Service PHOTOGRAPHY Photography: Ingo Oeland/OEH Image Library Image Oeland/OEH Ingo Photography:
Version 5 – December 2017 Photography – General Guidelines
Images are a key element to communicate with our visitors. Good images are essential to: • Portray the beauty of our National Parks
• Showcase the experiences and activities available
• Show facilities, accommodation options, etc.
SOME GENERAL TIPS
• Images need to be good quality - minimum resolution at 100% is 200 ppi • Ensure NPWS has the appropriate copyrights to use the images • Make sure that the talent (if any) have signed a release form that allows NPWS to use the image. Talent release forms are available at http://ehub/ publishing/CommissioningPhotos.htm Credit the photographer. Some exceptions may apply, always check contract conditions. • The image library can also assist if you have any queries. Contact Vanessa Duncan, Publishing Unit ([email protected]) • For more information on image usage visit: http://ehub/publishing/photosandimages.htm
Version 5 – December 2017 Photography 1 MPU Photography – hero shots - landscapes and wildlife
NSW National Parks hero shots need to clearly display the magnificent natural beauty of the national parks. When relevant, wildlife images can be hero shots too. These shots should, in the same way as the nature shots, draw the viewer in, leaving a ‘wow’ effect and a desire to explore and visit the area, and/or experience the wildlife close up.
PHOTOGRAPHY BRIEF
• Any photography for hero shots should be taken landscape and portrait on a wide angle to allow versatile cropping and use • High resolution is essential. Preferably RAW format • Capture a positive impression: sunny day, friendly clouds, complementary light, vibrant, rich and healthy colours. Shooting either early or late in the day gives the warmest light and differentiated shadows • The creative use of camera settings, like long exposure times, can enhance the mood of a picture
Version 5 – December 2017 Photography 2 MPU Photography – hero shots with people
These shots focus on the natural beauty of the national parks while also including people. People in these shots are secondary (never the focus) and are engaged with nature.
PHOTOGRAPHY BRIEF
• Any photography should be taken landscape and portrait on a wide angle, to allow versatile cropping and use.
• High resolution is essential. Preferably RAW format
• The person/people are not the focus of the shot, they must be shown engaging with or enjoying nature, hence the viewer can identify themselves with the persons pictured, suggesting it could be them. Use minimal propping and ideally natural coloured clothes
• Catch a positive impression: sunny day, friendly clouds, complementary light... a moment to remember. Shooting either early or late in the day gives the warmest light and long shadows
Version 5 – December 2017 Photography 3 MPU Photography – editorial
NSW National Parks editorial shots are to be taken for specific purposes. Please only use them where specifically relevant.
The shots could be highlighting endangered animal species, Aboriginal rock art or flowers in season. Maybe an article is written about a heritage site or you need some shots visualising the rangers at work or community engagement.
PHOTOGRAPHY BRIEF
• Any photography should be taken in such a way that allows versatile cropping and use
• High resolution is desired
• As with hero shots, the pictures should be positive, friendly and highlight the beauty of nature
• Good lighting and focus on the relevant part of the image is important
• Never use editorial shots as hero pictures
• Be mindful when cropping to retain key message
Version 5 – December 2017 Photography 4 MPU Photography – misuses
The following are examples of misuses.
Even when using the right images, there are some things to avoid. Please only use the pictures as supplied in the best resolution available and always be mindful about the cropping of the image.
Version 5 – December 2017 Photography 5 MPU Photography – unsuitable shots
The following examples are not suitable for the NPWS brand.
Apart from the obvious ‘bad shots’ like pictures out of focus or over/under exposed, there are some shots that are simply not suitable for the NSW National Parks brand.
Please note that special consideration must be given to images of Aboriginal sites and people. If in doubt, please consult your regional community and operations manager (under the Heritage Division)
Version 5 – December 2017 Photography 6 MPU Discovery photography
The following examples are specific to Discovery activities.
The shots could highlight a particular guided walk, an Aboriginal tour or an activity at an information centre. The key element is to showcase the interaction between the Discovery ranger and his/her audience.
PHOTOGRAPHY BRIEF
• Any photography should be taken landscape and portrait if possible, to allow versatile cropping and use. High resolution is essential. Preferably RAW format
• Try to avoid using shots with only one person. Discovery is all about group activites and engagement
• As opposed to Brand photography, Discovery shots can focus on the people - however it is always good to provide a sense of place
• Avoid posed images, try to make them look natural and spontaneous
USAGE Examples of good Discovery photography • See NPWS photography requirements on Photography section, page 1
Version 5 – December 2017 Photography 7 MPU Photography – credits
Follow these simple guides for positioning credits across the various elements:
CREDITS FOR ADVERTISING
• Place credits directly onto the image, never inside the white wave area • Depending on image and headline position, credits can be positioned in the top left, top right, or bottom left corner of the image • Credits should be typed in 7pt Helvetica Neue Regular • Ensure credits are legible - on dark backgrounds use white, on light backgrounds use 80% black text
CREDITS FOR OTHER COLLATERAL
• Wherever possible, list the credits on the last or back page of the document at the bottom of the page
• Credits should be typed in 7pt Helvetica Neue Regular at 50% black. Here is an example:
Images: Main: Pretty Beach, Murramarang NP (M. Van Ewijk/OEH) Top: Fitzroy Falls, Morton NP (S.Wright/Destination NSW) Bottom: Minnamurra Rainforest, Budderoo NP (M. Van Ewijk/OEH)
Version 5 – December 2017 Photography 8 MPU Brand Guidelines NSW National Parks and Wildlife Service TONE OF VOICE Photography: J. Spencer / OEH
Version 5 – December 2017 Brand Personality, Tone of Voice and Writing Guidelines
This section provides information, tips The Surfing Scientist is energising, inspiring and his feet on the ground, be respectful of others, and motivated by the thought of accomplishment. He continue to learn. Although he ‘practices what he and examples that will help you write never wants to miss an opportunity and has the preaches’, he understands that not all people are like your NSW National Parks copy. passion to discover something new, and be part of a him and appreciates that others learn and experience unique tribe. things in different ways. Some people might share 1. BRAND PERSONALITY his mindset, whereas others live life in different HOW DOES HE WORK? environments and possess different attitudes; so he Personifying the NPWS Brand: who is NPWS? – The accepts this, keeps an open mind, paying care to his Surfing Scientist The Surfing Scientist encourages people to audience and how he communicates his messages. appreciate and enjoy our natural resources, in a All organisations have personality. The way that an way that educates communities and individuals, What’s more is that he is a leader, an explorer and organisation communicates, behaves, holds values and inspiring people to share its beliefs. This scientist is an ambassador for all. The NPWS brand represents beliefs, as well as its history, methods of working, and wise, quietly confident and sharp; and whilst never sharing beliefs of conservation, experiencing the attitudes build its characteristics. If NPWS was a person, pushing his intelligence upon others, he encourages unforgettable, and through this, encouraging everyone who would it be? Well, NPWS is a conservationist; he people to benefit from it. He has many stories, facts to connect with the parks that are ‘forever ours’. has a scientific, analytical and somewhat professional and knowledge that like any pioneering scientist, he mindset. But at the same time, he’s a thrill seeker, an loves to tell the world. This scientist tells his stories 2. TONE OF VOICE explorer, an adventurer, and never wastes a second of of conservation by inviting others to experience his his spare time. So how do we define the character of world, and immerse themselves in something he 2.1 CONSISTENCY AND CONFIDENCE NPWS? The Surfing Scientist is born. holds so valuable. He firmly believes that nature’s exquisiteness and awe can’t be replicated and can’t The tone of voice provides brand consistency and WHAT’S HIS BACKGROUND? be felt through any other medium that actually living it. means that whenever consumers come into contact with NSW National Parks their overall experience is The Surfing Scientist was brought up to respect the Whilst the Surfing Scientist is energetic, outgoing the same. This includes touch point, from face-to- natural beauty that we were given, and grew up in and eager to learn, the way in which he absorbs the face and over the phone interaction to website, social a society that cherishes its country’s history, values beauty of nature is done with care, respect and with media and print. Maintaining the same tone and style and traditions. These natural personality-building future generations in mind. The Surfing Scientist’s throughout all NPWS communications will ensure that influences inspired him to develop fine knowledge and first thought is how to help others experience what he the brand remains strong, appearing 'true to our word' intellect, and subsequently his passion for conserving has experienced, and wants theirs to be even more and in turn, creating esteem, confidence and loyalty nature and cultural heritage. Whist never altering his powerful than his own. for the brand. The copy tone must always accurately level of commitment to his core values and beliefs, represent the NPWS personality. this Surfing Scientist is young at heart and thrives at WHAT’S HIS MINDSET? the opportunity to explore, utilise and experience the natural wonders that he strongly protects. Whilst this Surfing Scientist is young at heart, he also Version 5 – December 2017 has the experience and embedded values to keep Tone of Voice 1 MPU Brand Personality, Tone of Voice and Writing Guidelines
From brochures to press releases, to direct mail, to NATURAL words will emphasise certain features and will be written signage around the parks, all copy must read as if it confidently without sounding overly biased. comes from one voice – the voice of NPWS. However, The copy will emphasise the organic beauty of national within this voice are several intonations that should be parks with the tone communicating in a way that is AUTHENTIC borne in mind, depending on which segment of the relaxed, at ease, comfortable, unfazed and calm. audience you’re talking to. A useful way to implement Descriptive words will outline the sincere and natural The copy will be open, positive and honest. The this is by adopting the voice of ‘the Perfect Ranger’ characteristics of our parks and have minimal emphasis reassuring tone will allow the reader to develop a – someone who can adjust his tone and vocabulary on artificial or manufactured features of the park. In sense of confidence, and feel that NSW national parks in order to talk appropriately and enthusiastically to circumstances where NPWS has built certain features possess such pure and genuine features that they just any audience, whilst consistently maintaining the key of parks, i.e. walking tracks, the emphasis will be on have to visit them. The copy will strive to describe the messages. See section 2.3 to learn more about ‘the how these blend with the environment and enhance the visitors’ connection with the park, showing conviction, Perfect Ranger’. visitors’ connection with the natural elements. bringing the image to life and building authenticity. Overall the tone should show that we have nothing to 2.2 CORE TONE FOUNDATIONS UNIQUE prove and that the park speaks for itself. – KEY MESSAGES To outline national parks’ uniqueness, the tone should ENERGIZING To ensure that the copy correctly represents the be confident, proud, and the ‘voice’ will come across NPWS brand, the tone of voice will be based on as feeling privileged to have experienced the feature, The ‘voice’ will appear excited, motivated, full of life NPWS core brand values of sustainability, natural, and respectful of it. Text should be compelling to and inspiring. Sentences will have dynamic adjectives unique, beauty, authentic and energizing. Copy should give readers a sense that there is 'nothing else like it'. and verbs, creating active thoughts in the mind of the maintain a balance without sounding either too dry nor Rhetorical questions may be used to get the reader to reader and placing them in the heart of the action. overly enthusiastic. All communications, depending on think about the parks inimitable qualities, for example: Where necessary, the tone should be fast paced and objectives and audience, will incorporate at least one pulsating. "Where else on earth can you feel so engaged with of the following messages: such beautiful scenery, and at the same time be so 2.3 THE VOICE OF THE ‘PERFECT close to a major city? The beaches, lakes, coastal SUSTAINABILITY RANGER’ cliffs…amazing” The copy will always reflect the brand's commitment Whilst NPWS messages will always appear consistent BEAUTY to conservation using a caring, considerate and and written in adherence to the brand guidelines, the responsible tone. Writing should not sound indifferent focus and emphasis has to change in accordance The beauty of our parks will be revealed through a or patronising. The text copy will show a sense of with the target audience. Subtle adjustments need feeling of awe, amazement and astonishment portrayed care, concern, and long-term wellbeing. by the writer through the copy tone. In fact, in some circumstances the writer should appear to be almost lost for words! Imaginative, creative and descriptive Version 5 – December 2017 Tone of Voice 2 MPU Brand Personality, Tone of Voice and Writing Guidelines
to be made, depending on who you’re talking to Stepping into the shoes of the perfect ranger is a purchase annual pass, etc. This copy should and what effect we are trying to create. Visitors to skill you will develop over time and the way that always include a call to action, e.g. 'For more NSW national parks come from various walks of life you assess your target audience and how you information visit...' or 'To book your ticket call...'. and have a diverse range of interests, attitudes and communicate with them will gradually become a opinions. Examples of audiences include: parents natural, subconscious process. With these questions answered, one final, vital looking for a family camping weekend, a group of question should be asked: 3. WRITING GUIDELINES young people looking for a place to go long distance What would these answers look like through the eyes hiking, a researcher for a conservation group, seniors of the NPWS Surfing Scientist and Perfect Ranger? out for morning tea, or marine biology students Before writing any communications for NPWS, the researching the whale migration…the list goes on. writer should ask himself/herself four key questions: 3.1 WRITING STYLE • What is the main objective of my writing? To persuade, So how do we do this without straying outside of inform, sell, educate, express an opinion, etc. When writing communications it is important the NPWS brand boundaries and maintaining a level that a generic style be adopted in order to create of consistency? • Who is my audience/who will be reading this? consistency across all national parks publications. An Adults, children, teens, scientists, tourists, etc. A useful way to think about these adjustments in inconsistent approach weakens the brand, confuses tone is to place yourself in the same frame of mind • What is my audience looking for or at what stage consumers and does not help build trust. The adopted as the ‘Perfect Ranger’. The perfect ranger is always of their decision-making process are they are? writing style has been selected to match the brand’s They need inspiration, information to express their enthusiastic, empathetic, and writes with an excited personality; i.e. it will always be knowledgeable but opinion, etc. and motivational tone. He also maintains an informal, friendly, whilst encouraging people to learn and get personal and entertaining style of writing. He is able to • What are the key messages of my writing? The involved. change his attitude, behaviour and language, placing Whales are back!, Get involved and celebrate himself on the same level as his audience. He anticipates NAIDOC week, etc. 3.2 CONTENT TYPES what they want to hear, what information would be • What emotional reaction do I want to create within useful to them and how they would like to be spoken to. MOTIVATIONAL COPY the reader? Amazement, curiosity, motivation, Whether it is slow and informative, with reiterating points, assurance, comfort, etc. Motivational copy needs to be engaging and or deep and technical drilling down on specific areas, inspirational. In the mind of the writer, every written he understands his audience and manages to appeal • Is this a brand or tactical communication piece? point should be preceded with the question “so to these people whilst consistently communicating the Brand communication will usually have the ultimate what experience will the visitor get from this?” This essence of NPWS brand values. Whoever he’s talking to, objective of creating awareness and esteem for will allow the writer to consistently communicate the he always represents the values of NSW national parks, the NPWS brand (or its sub-brands) and should be ‘unique selling points’ of the park and allow the reader promotes the brand’s commitment to conservation and part of a consistent, long term approach. Tactical communication will normally be short term and to emotively connect with the park experience. encourages active engagement with nature. have a specific objective, e.g. sell tickets for an event, encourage people to book accommodation, Version 5 – December 2017 Tone of Voice 3 MPU Brand Personality, Tone of Voice and Writing Guidelines
FACTUAL INFORMATION plenty of engaging adjectives and reasons to read on. 3.2 WRITING STANDARDS It will be full of life and not functional or dull. It will be Factual information and serious messages of written with friendliness and character, without over There are certain standards which all NPWS written conservation will certainly be communicated, but in complicating things. communication should follow. These ensure the such a way that they are easy to read, understand and consistency of the overall voice and help the public to not overwhelming. When writing content that is more PERSONABLE recognise the brand. technical or specialist focussed, it is important not to make the reader feel out of his/her depth or patronised NPWS is a hearted brand that focuses on people VOCABULARY for not having the same level of knowledge. It will be and their relationship with parks, be it for leisure, made clear that it’s all right not to be an expert on every education, volunteering and other similar purposes. To demonstrate the brand’s engaging and forward subject, and that we’re here to share our knowledge. Therefore the style should be friendly, conversational thinking mindset and to appeal to various age groups, and warm, rather than corporate or stern. Visitors vocabulary should be fresh, modern, sometimes quirky LOGISTICS-TYPE have to like and trust the ‘Perfect Ranger’ who is and always introducing something new and dynamic. communicating with them. Whilst some messages Don’t be afraid to throw in some mild slang, as long as Logistics-type content will be practical and ‘to the have to maintain a more serious tone, they should also it is understood by the audience and not controversial. point’ but can also act as a motivational tool to ‘do’, be advisory rather than overly harsh or dictatorial. ‘see’, ‘go’ and ‘explore’. Although the sentiment of fun is imperative to NSW INFORMAL National Parks, the actual word ‘fun’ shouldn’t be SAFETY MESSAGES used if something more descriptive can be found. NPWS brand represents community involvement, Corporate, high-brow, corny words, and anything that Safety messages should be concise and clear, but recreation and leisure. Remember, public writing is sounds too ‘sales’ orientated should be avoided as again never patronising or intimidating. going out to the public, not a board meeting, so the they will not create a conversational tone. copy should be written informally to reflect this. As a The way that we write should mirror the characteristics The general rule is to ensure that the copy reads Government agency, we ‘encourage’ use of our parks of our parks; i.e. transparent, open and welcoming. well, but then try to vary the vocabulary and bring rather than ‘sell’ them. Avoiding a formal, business- the content to life. Never over-complicate things. like style will encourage readers to see the brand for 3.2 WRITING CHARACTERISTICS If changing a simple word to a more engaging or what it is. Avoid analysing and assessing, don’t weigh dynamic word makes the text ambiguous, leave it out. up the facts or use systematic approaches, and avoid ENTERTAINING AND ENGAGING writing ‘propaganda’ style content. Keep paragraphs Try not to use the same word frequently. If you need to NPWS aims to promote conservation and enjoyment short, give advice and bring out the character of the reiterate a similar point, try to find different words that in NSW national parks. With this in mind, the copy Surfing Scientist! have the same meaning. For example, start: begin, should be enjoyable to write and easy to read, with
Version 5 – December 2017 Tone of Voice 4 MPU Brand Personality, Tone of Voice and Writing Guidelines
commence, launch, create, initiate, instigate, etc. An letter format. Some exceptions apply – see online The standard way to express dates is the day, date, online thesaurus is a great tool to use. writing section. month and year (if necessary); for example ‘Friday 3 July, 2010 ’. Please note we do not use '3rd', just the USE OF CLICHÉS, FIGURES OF SPEECH AND HEADLINES plain number i.e. '3'. STEREOTYPES The first word of a heading or a sub-heading should All time expressions will be written in 12 hour format, Approach with care! Whilst they can be a useful tool start with a capital letter, with following words in lower for example, 10am, 7pm, 12am, 1:30pm, 4:45pm. to bring the text to life and add some character that case, except for place, company and product names: Some exceptions may apply, especially in the online the audience can relate to, the use of clichés, figures For example, use: of speech and stereotypes can show the brand to be environment (see online section). imitating, unoriginal and short of ideas. Lighthouse tours now available at Ben Boyd National Park PHONE NUMBERS CAPITAL LETTERS Instead of: Use the following formats: As a general rule, capital letters should be kept to a XX XXXX XXXX for landlines (e.g. 02 9995 5500) Lighthouse Tours Now Available At Ben Boyd minimum to preserve the conversational, ‘non-shouty’ XXXX XXX XXX for mobile phones (e.g. 0421 123 456) National Park tone. Here are the general rules that should be followed: SPELLING AND PHRASEOLOGY CONTRACTIONS • All place names, people, company names and All words will be spelt in accordance with the product names should start with a capital letter. In order to capture a familiar, conversational tone, Australian Macquarie Dictionary. Any issues contractions should be used as preference, i.e. ‘you’ll’ • Please note that all national parks names also regarding the spelling of specific words should be instead of ‘you will’, ‘shouldn’t’ instead of ‘should not’, include the words ‘National Parks’ as part of their cross checked with this publication. There are some name, e.g. Blue Mountains National Park. etc. but only if they sound right and do not interfere common spelling issues that should be pointed out: with the flow; don’t force it if it doesn’t fit in with what • Make sure to select Australian English as default • Acronyms such as ‘NPWS’ will be written in capital you’re saying. letters. when using MS Word (or similar software). DATES AND TIME Where possible, words that are commonly • All sentences start with a capital letter. • abbreviated with capital letters (e.g. BBQ, TXT) • Letters following numbers should be written in Months can be abbreviated to three letters if required: should use their full spelling (i.e. barbecue, text). lower case, for example ‘2009-10 guide’. Jan, Feb, Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec; otherwise express them in full. • Use discretion when condensing certain words • Numbers written in letter format will be written in lower case. Usually numbers from one to ten use Days can also be abbreviated to three letters: Mon, Tue, Wed, Thu, Fri, Sat, Sun. Version 5 – December 2017 Tone of Voice 5 MPU Brand Personality, Tone of Voice and Writing Guidelines
(i.e. advertisement, information - ad. Info, etc). The paragraphs, so still try to be as concise as possible. the friendly, conversational, engaging NPWS ‘voice’ shortened language style may be more appropriate You don’t want to risk scaring your readers off with should be evident throughout. for informal documents whereas the longer version too much copy. Keep the text straightforward and should be used for formal publications. informative without wasting space with unnecessary SIGNAGE The names of parks and species of wildlife will information. Create a good balance between text and • OEH's Park Signage Manual aims to deliver be written in accordance with standard NPWS images. There should be enough images to bring the updated state-wide signage standards that create spelling. The standard spelling of NSW national text to life, but also contain enough useful information parks can be found at www.environment.nsw.gov. to ensure the brochure is functional. Bring powerful a recognisable identity for parks, are highly legible au/NationalParks/parkSearchAtoZ.aspx#search. statements and more valuable information to the and effectively inform the visitor. Adequate signage forefront of the page. contributes to enhance the visitor experience and is • The standard spelling of plants, wildlife and their an important element to reinforce the brand. variant species can be found at www.environment. DIRECT MAIL, INSERTS AND ADVERTISEMENTS nsw.gov.au/threatenedspecies As such, NPWS wants signage to be welcoming and The general rule for any media which has limited engaging, whilst also evoking a sense of entering a Please note that not all parks are currently listed space is to make anything you have to say short, special place with enduring values. online; likewise with some species. If in doubt, send snappy and succinct. Decide on one strong, clear your query to [email protected] The park signage manual and signage policy are message and focus on this, including the salient available at: 3.3 ADJUST COPY TO THE MEDIA points that you need to support it. Less is more as deccnet/parkmgmt/ParkSignageManual.htm far as this kind of media is concerned and cramming in several propositions and extra bits of unrelated HEADLINES ONLINE information will only make the piece confusing and Try and keep them short and accurate, communicating less motivating. If you need to include any further Writing content for web pages requires a different one clear thought or idea. Remember, the headline sells messages you can always mention the website. approach. Whilst it’s still necessary to maintain the the rest of the article so it needs to be engaging. Take NPWS tone and writing style, the text must be much ELECTRONIC DIRECT MAIL (EDMS) time to get this right. Make sure it entices the reader to shorter and to the point, cutting out unnecessary detail and non-critical content (see overleaf). keep reading, but be careful not to make it misleading. EDMS do a similar job to that of pieces of direct mail. However, using NPWS's CRM system, they BROCHURES, LEAFLETS AND FLYERS WHY? can be personalised and establish a relationship The objective of a brochure is usually to inform, so the with the consumer. Therefore, they should have a Consumers don’t visit a website in order to read; copy can afford to be longer and more detailed than strong personal feel and should adopt a trustworthy, they usually visit a web page to find out information in other media. However, it has to look accessible and informative tone. It is crucial to hyperlink any call in the quickest way possible. Research has found easy to read, with visually appealing layout and short to action within the copy. Overall, each letter will vary depending on its purpose and audience, but Version 5 – December 2017 Tone of Voice 6 MPU Brand Personality, Tone of Voice and Writing Guidelines
that people behave differently online, when ‘surfing’ • Prioritise information and structure it properly: if The main purpose of using social media is to start the web people tend to scan, looking for something your main points are at the bottom of the website, and/or encourage positive conversations and that grabs their attention and guides them through the chances are that very few readers will get there engagement. It is not a one-side conversation; the the research process. Users look for headings, sub to read it. Make sure vital information is at the users' posts and opinions are what makes social headings, hyperlinks and images, jumping from one beginning of the page using short, clear statements media channels valuable. For proper use of social page to another. Web research is generally task driven to attract the reader, motivating them to read on. media please see OEH's social media strategy Your main ideas/points should be the focus of the and users demand easy access to what they are page with supporting details following. For social media advice please contact the Marketing looking for. Whilst print content is digested at a more and Campaigns Unit. leisurely pace, web text is read impatiently, and as • Be mindful of Search Engine Optimisation (SEO): authors we have to write brief, concise and compelling if we want our website to be ranked in the top information that stands up to the job. spots, we need to understand search engine requirements. For advice you can contact the Some tips for writing online content are: Marketing and Promotions Unit. • Shorten your sentences and paragraphs: long sentences are hard to read and huge paragraphs For information on writing other types of media (for daunt online readers. Try cutting out descriptive example: press releases, e-newsletters, newspaper adjectives that don’t alter the core points and articles, web banners, etc) please seek advice from meanings. If a sentence is 30 words long, but the the Marketing and Campaigns Unit. same point can be made in 10, chop it down! Keep sentences to a maximum of 25 words and NPWS WEBSITE overall paragraphs to 60. Remember, online text should be 50% shorter than the corresponding There are very specific guidelines for writing content hard copy content. for the National Parks website (www.nationalparks. nsw.gov.au). If you require these guidelines, contact • Format accordingly: web users are looking to [email protected] be guided to information. Use headings and subheading to outline specific information. List SOCIAL MEDIA information in bullet lists to make it stand out, and format text in bold or in larger fonts. Digits (1) stand Writing social media content requires a very specific out better than written numbers (one) online. Aim to keep it short, sharp and allow the reader to find the style and tone. The main Brand Values to consider are: information with minimal effort. • Energising • Authentic • Unique Version 5 – December 2017 Tone of Voice 7 MPU Tone of Voice – Examples
TYPE OF COPY TRADITIONAL COPY NPWS STYLE COMMENTS
MOTIVATIONAL Describing the view from Ku-ring-gai Chase National Park, Barrenjoey Head:
"It’s a nice walk up to the lighthouse and "As you reach the summit, the view is More inspirational, has ‘wow’ factor, uses the view from the top is great. You can see breathtaking. The golden views of Palm Beach descriptive adjectives. all over Palm Beach and the surrounding are incredible, and the rugged headlands headlands”. stretch as far as the eye can see. The sheer NPWS values: ‘unique’ and ’beauty’ scale of the view gives the sense that you’re at the top of the world."
“Head up to Kosciuszko National Park “Carve up the slopes this winter and enjoy More inviting and informal, talking to and enjoy the snowboarding facilities. some pulsating energy filled snowboarding a young and/or adventurous target Snowboarding is a great way to get active at Australia’s top ski resorts in Kosciuszko audience. and develop your skills on the slopes.” National Park. Wrap up warm, strap on the board and show off your alpine skills!” NPWS values: ‘energising’, ‘authentic’
FACTUAL/LOGISTICS Information about Cape Solander (Kamay Botany Bay National Park):
"Cape Solander is one of Sydney's best "Take time to visit Cape Solander where More active copy, lots of verbs to make whale watching spots. The lookout has a you can get an unspoiled view of the Pacific it more dynamic, adding a sense of viewing platform and a permanent display Ocean. There are sheltered lookout points so urgency and inviting visitors to engage. with information on humpbacks and other you can sit back, relax and watch the mighty whales seen in Sydney waters" humpback whales breaching in the vast open NPWS values: ‘natural’, ‘authentic’ and waters. Check out the information boards with ‘energising’ everything you need to know to kick-start your whale watching adventure!"
Information about facilities:
Picnics and barbecues Picnics and barbecues More invitational, while still providing the You'll find picnic facilities at xx picnic area. Enjoy your visit to the park and have a picnic at factual information. the xx picnic area.
Facilities The facilities you’ll find there include picnic picnic tables, gas/electric barbecues, flush tables, gas/electric barbecues, flush toilets and toilets, drinking water drinking water.
Version 5 – December 2017 Tone of Voice 8 MPU Tone of Voice – Examples
TYPE OF COPY TRADITIONAL COPY NPWS STYLE COMMENTS
SAFETY/RESTRICTIONS A traditional way of talking about fishing restrictions:
"Fishing in lake xx is prohibited and “To ensure the long term protection and Friendlier tone of voice, while stressing on the spot $500 fines may apply for preservation of endangered Australian marine the importance of conserving our wildlife. infringements” life, fishing in Lake xx is currently prohibited. Please visit the OEH website to find suitable NPWS values: ‘sustainability’ fishing locations"
For example, an instructional safety message could be:
“Be careful during summer. The sun is “Take care of yourself during summer. Slap on Warmer, easy to understand, whilst still quite strong in this region and minimal plenty of sunscreen, cover up, wear a hat and maintaining the serious point. exposure can burn your skin. Apply plenty enjoy your national park Discovery experience." of sunscreen and wear a hat” NPWS values: ‘authentic’
HEADLINES An example of a headline that is long and trying to tell two different messages: “XX national park opens up new “XX national park WilderQuest program an More enticing headline, to the point and WilderQuest programs for children and instant hit with thrill seeking youngsters” gives the reader a reason to read on. initial feedback seems to be great after kids’ holiday launch”
USE OF VOCABULARY Private BBQs cannot be used and no fires Private barbecues cannot be used and no fires Do not use abbreviations if possible of any kind can be lit of any kind can be lit.
Daily Cave Tour Times Daily cave tour times Capital letter only at the start of a heading.
A description of the wildlife in a park: Understand your audience and adapt the copy to their level of knowledge, without “This national park is rich in fauna, with many “This national park is rich in wildlife, including being patronising or dumbing it down. species of macropods found in the region”. grey kangaroos, wallaroos, wallabies and pademelons”
Version 5 – December 2017 Tone of Voice 9 MPU Tone of Voice – Content Checklist
Use the following criteria to test against your content; it will help you determine whether your content reflects the personality of NSW National Parks.
• Have I clearly defined the objective, audience and key messages I want to communicate?
• Does my writing reflect the characteristics of NPWS brand values?
• Does it reflect the character of the Surfing Scientist?
• Is it informative yet concise?
• Is the text full of energy and motivating?
• Is it conversational and friendly?
• Is it free from jargon, easy to understand and original?
• Has the Perfect Ranger adapted himself to meet his target audience?
• Does the content do the job that I set out to do?
• Are all writing standards adhered to?
• Is the content adequate for this particular channel?
Version 5 – December 2017 Tone of Voice 10 MPU Brand Guidelines NSW National Parks and Wildlife Service COLLATERAL Photography: Ingo Oeland/OEH Image Library Image Oeland/OEH Ingo Photography:
Version 5 – December 2017 A4 brochure – guidelines and example
A4 brochures are generally very large FREE projects, with specific objectives and requirements. However, the following EDITION 1 general points should be considered: NATURESCAPES INSPIRED BY NSW NATIONAL PARKS
• Wave element on front page, used only once in the brochure
• Large hero photography to entice reader
Myall Lakes National Park fASt fActS • Handwritten emotional phrases to complement Myall Lakes National Park is easily reached from the Pacific Highway. For the Bombah Point Ferry turn off at Bulahdelah and take the Bombah information Point Road, unpaved in parts. Adventure on the • Clean and structured layout, uncluttered and easy JourneY by Ben Stubbs North Coast to navigate SYdneY to mYAll lAkeS Travelling north of Sydney you may not expect the landscape next to the highway to be • Pull-out boxes for key information and colour full of amazing national park experiences. Think again. On a road trip from Sydney coding where applicable to Popran National Park near Gosford, then to the picturesque Myall Lakes National Park near Bulahdelah and finally to the wilderness of the Barrington Tops we discover the best the region has to offer.
through a stand of towering blue gums. fASt fActS of Popran National Park, normally only seen dAY 3: The ride leaves me speechless. Popran National Park is 65 km north from car windows heading to the city. I sign mushroom. There is a I head inland from Myall Lakes through the of Sydney. There’s access from the up to go abseiling in a stretch of eucalypts luscious landscape to explore the ancient I pick up speed, my confidence growing as F3 Sydney-Newcastle Freeway exiting and grazing land hidden in the folds of the curved ledge for the first Barrington Tops National Park by bike. I take each corner a little tighter, pushing at Mount White or take the Peats Hawkesbury River near Gosford. closer to the edge, hearing the squawks of After a drive onto the plateau, my riding black cockatoos as we pass. Ridge Road from Calga. There is good My abseiling instructor, Paul, tells me to tip access via Wisemans Ferry Road 10 metres or so and then partner, Shane, first leads me to a lookout myself back until my heels are the only thing We come to a halt on a gravely corner and from Somersby. The southern section, platform poised on the brink of another touching the rock. I let the rope take my Shane takes the time to point out the life including the Glenworth Valley can be it erodes away to nothing. world aptly called Devil’s Hole. Further on, weight, momentarily exposing the fear that I’m around us. We listen to the bellbirds ringing reached from the old Pacific Highway. the snow-grassed woodland of the gentle struggling to keep hidden. I step and shuffle This means the last 20 plateau stretches behind, while below lie through the cool mountain air, glimpse my way down, gripping hard on the rope at the brush turkeys scrounging on the forest For information on tours and guided the dense forests, wild gorges and ridges back of my harness to slow my descent to the floor and share the sense of confidence activities in Myall Lakes and Popran metres will be a free-fall. of the Barrington Wilderness. bottom of our training slope. As quickly as it and camaraderie that this unique National Parks visit: www.environment.nsw. began, the first cliff is completed. We hike back Two Mile Lake, Myall Lakes National Park We walk through unique and ethereal experience brings. gov.au/nationalparks/touroperators.aspx Dropping off the edge doesn’t get any easier. through the bush to the plateau, increasing the Antarctic Beech rainforest at Honeysuckle, Paul assures me he has my safety rope. stakes and finding a bigger drop. and then head down the hill on our bikes My hands grip the handlebars tightly. I look out behind me at the hills along Peats dAY 2 : past towering gums and a mass of ferns. The final descent is steep and the track is I am fuelled by adrenalin as we witness concealed in a tangle of molasses grass and dAY 1: Ridge and Popran Creek. I grip the rope and From the Glenworth Valley I head up the awe-inspiring landscapes that change half-buried stones. Shane urges me on and I The 30 metre cliff in then leap. I whizz down the inside of the Freeway past Newcastle to the wild coast From the streets of Sydney I decide to head dramatically as we ride. head down the hill hoping to be the first in for mushroom cliff and land on flat ground 30 around the Myall Lakes National Park. Families to the bush and take the F3 north. It doesn’t metres below. We wander across the top of a well earned rest. front of us resembles a in four-wheel drives picnic on the beaches on Shane and I pedal down the steep dirt road take long to find some solitude on the edge the walls of sandstone, scaling the boulders my right past the golden white sand dunes. and it’s as if we've emerged from a tunnel, A map of Ben's Sydney to Myall Lakes to get back to the car. I look down from our I continue in amongst the blackbutts and the forest clears and the hills appear again journey can be found on page 12. perch through the dense bushland of the angophoras to the Bombah Point ferry, run by Barrington Tops National Park Popran National Park towards the coast, and National Parks, to the cottages where I’ll stay my next destination. overnight. They have a kayak waiting for me fASt fActS to explore Two-Mile Lake. I paddle through the tea-coloured water past swooping egrets Barrington Tops National Park is 320 and black swans. Fishermen and people km north of Sydney and is part of the fASt fActS on houseboats are enjoying lazy Sundays, Gondwana Rainforests of Australia though I paddle into the wind to find my own World Heritage Area. For Gloucester, For a range of accommodation options in secluded spot hidden in an inlet far from the take the Newcastle Freeway and turn left NSW national parks visit outside world. I let the kayak drift as I snap onto Bucketts Way at Twelve Mile Creek. www.nationalparks.nsw.gov.au/stay photos of the birds in the trees and I eventually For information on tours and guided paddle back to shore. I continue my journey For accommodation information in activities in Barrington Tops National to Sugarloaf Point Lighthouse, which features Sugarloaf Point Lighthouse visit www. Park visit: www.environment.nsw.gov.au/ splendid accommodation. sealrockslighthouseaccommodation.com.au nationalparks/touroperators.aspx
71 FOR MORE INFORMATION VISIT WWW.NATIONALPARKS.NSW.GOV.AU/NORTHCOAST 72
Version 5 – December 2017 Collateral 1 MPU A4 leaflet – guidelines and examples
Colour leaflets should be the preferred option as they are a stronger, more Lautaep Rehenim enticing proposition and friendlier on National Park the eye. However if necessary, a black and white version can be used, and it should follow the basic guidelines of the full colour collateral. PARK HIGHLIGHTS elit. Sed hendrerit sem arcu, quis placerat Cras pretium commodo massa, STAYING SAFE IN PARKS GETTING THERE lectus. Cras pretium commodo massa, sed sollicitudin dolor pellentesque non. sed sollicitudin dolor pellentesque Many NSW parks are remote and rugged Eprem venditia quam quiae pera voluptae. Aenean vitae arcu arcu, id lobortis arcu. non. Aenean vitae arcu arcu, id places, weather can change quickly and Rat alia quam quiam, tem ipsum vellite Nam purus purus, suscipit in sodales id, GUIDELINES lobortis arcu. Nam purus purus, conditions in the bush or on the water dita cum venisquia volenducium et, quo eleifend nec magna. Nullam faucibus, lectus suscipit in sodales id, eleifend nec may be unpredictable. When visiting a totati doluptae eos most fugiatur renihil eu malesuada ornare, neque dui ultricies national park, be aware of the risks and lautem dolupti onseque vidus maximag sapieltricies sapien, at lobortis sapien dolor magna. Nullam faucibus, lectus take responsibility for your own safety and niminihit odite nullat molupta volecerum, eu malesuada ornare, neque dui sed sapien. Vivamus sed lectus Lorem the safety of any children in your care. corecus aecturi ullest, que cum qui debis im ipsum dolor sit amet, consectetur adipiscing • Large hero photography ultricies sapieltricies sapien, at Remember to plan ahead, choose your fugiandi net maximolo que verciis por repta elit. Sed hendrerit sem arcu, quis placerat lobortis sapien dolor sed sapien. walks and activities to match your stamina comnimi, te reiur? lectus. Cras pretium commodo massa, sed Vivamus sed lectus Lorem ipsum and fitness level, and tell someone where sollicitudin dolor pellentesque non. Aenean you’re going and when you’ll be back. Obit qui rescilla dis rerfero videbitium im dolor sit amet, consectetur audae noneceperis exere commod quiatis vitae arcu arcu, id lobortis arcu. Nam purus adipiscing elit. Les voluptatus sit, quataquae vent hil serepro rerchicto con conestio et di blabori purus, suscipit faucibus, eu malesuada et alibust, quodi volor si quat. Ilia sit tiusae. Gendaepe maio. Eprectum quiam et ornare, neque dui. • Structured and reader-friendly layout eumqui que cus autatem facit eos is ea quo de et quisquodisit odiaect urepudam CARING FOR THE PARK elit. Sed hendrerit sem arcu, quis placerat dolorpor sapienduntis ero te pora dolor sequam quiate modi isqui core eum litatis Tium commodo massa, sed sollicitudin lectus. Cras pretium commodo massa, sed anihiti oribus re nam ella nus evendust as quodi cum, tota verem voluptati untentias dolor pellentesque non. Aenean vitae arcu sollicitudin dolor pellenrcu arcu, id lobortis dolutem. Ita cusa nist, secae. Lut rem es nest, sitae et omnihitibea volupta quidus arcu, id lobortis arcu. Nam purus purus, arcu. Nam purus purus, suscipit in, lectus venda comnihictem il id es et restest, sa www.environment.nsw.gov.au/parksafety. suscipit in sodales id, eleifend nec magna. eu malesuada ornare, neque dui ultricies nihitio consectatur aturion nossitiam, cust • Body copy to be 80% black Nullam faucibus, lectus eu malesuada sapieltricies sapien, at lobortis sapien dolor hariaerem fugiam faccuptatur? Sant quam exeris sincid et res nemporp WHILE YOu’RE VISITING THINGS TO SEE AND DO ornare, neque dui ultricies sapielt dolor. oruptas peribus se molorem poreptatibus sed sapien. Vivamus sed lectus. Parchic atestib earcitinum ressunt et estemquis dolupidiam niminve lesequis Aenean vitae arcu arcu, id lobortis arcu. Capertree Valley aspellat es volupta temodiore doluptaerio remo consectium a vel ipsam eos modia Lorem ipsum dolor sit amet, consectetur Nam purus purus, suscipit in sodales id, Tium commodo massa, sed sollicitudin cus dolorum nusa sitiis dunt, escium hiciae voluptam nus etusam a nest dolorae ad adipiscing elit. Sed hendrerit sem arcu, quis eleifend nec magna. Nullam faucibus, lectus dolor pellentesque non. Aenean vitae arcu • Use lighter tints of grey/full colour for pull-out STAYING SAFE IN PARKS corehenditem fugiantiis maionem non unt, nam si bla in rae vid quidiam voluptate placerat lectus. Cras pretium commodo eu malesuada ornare, neque dui ultricies arcu, id lobortis arcu. Nam purus purus, pere quam, conet optamus quis aut que elique laboria sam facerate dolor aut arciust massa, sed sollicitudin dolor pellentesque sapielt dolor ses sed lectuss placerat lectus. suscipit in sodales id, eleifend nec magna. Many NSW parks are remote and non. Aenean vitae arcu arcu, id lobortis Cras pre tium commodo massa. Nullam faucibus, lectus eu malesuada rugged places, weather can change nusandusam am enda vit es eicimi, non ioribus net aute nes dolupie ndempore arcu. Nam purus purus, suscipit in sodales ornare, neque dui ultricies sapielt dolor ses quickly and conditions in the bush or cust, sum que porro quaturio eostrum lacit sunt voluptias repe illendessi venis quianiet boxes where applicable id, eleifend nec magna. Nullam faucibus, do massa, sed sollicitudin dolor sed lectuss placerat lectus. on the water may be unpredictable. labo. Imus doluptatur, que sent, quiatum utemolupid quam, qui doluptur, a nis reped lectus eu malesuada ornare, neque duielit. pellentesque non. Aenean vitae arcu arcu, When visiting a national park, be aware ditios ni represequi alit quodis peliquos quas doluptiis di voloreh enimin consed Sed hendrerit sem arcu, quis placerat id lobortis arcu. Nam purus purus, suscipit Ben Bullen of the risks and take responsibility for dolupti struptate ne con rae pel ium dipid magniae venti cullo dessusdae pores lectus. Cras pre tium commodo massa, sed in sodales id, eleifend nec magna. Nullam Dium commodo massa, sed sollicitudin your own safety and the safety of any quis nihiciae voloreperum debitat lit re alit eum quidus esci doluptionet ex es autas sollicitudindolor pellentesque non. faucibus, lectus eu malesuada ornare. dolor pellentesque non. Aenean vitae arcu children in your care. Remember to plan faccum delit inciunt pratendipsam as est rae nosamus daeriat volorec eaquaspis que vellat. simusciendem. arcu, id lobortis arcu. Nam purus purus, ahead, choose your walks and activities suscipit in sodales id, eleifend nec magna. to match your stamina and fitness level, Xeribus moloria peratii simus, consedi Obit qui rescilla dis rerfero videbitium im Nullam faucibus. and tell someone where you’re going psanisquod ulparum nihictur molorumquee audae noneceperis exere commod quiatis Lautaep Rehenim and when you’ll be back. corehenditem fugiantiis maionem non serepro rerchicto con conestio et di blabori Newes Plateau National Park pere quam, conet optamus quis aut que tiusae. Gendaepe maio. Eprectum quiam et Dium commodo massa, sed sollicitudin For more information about staying safe dolor pellentesque non. Aenean vitae arcu in parks visit nusandusam am enda vit es eicimi, non quo de et quisquodisit odiaect urepudam arcu, id lobortis arcu. Nam purus purus, www.environment.nsw.gov.au/parksafety cust, sum que porro q pratusam, volupta sequam quiate modi isqui core eum litatis voluptur sim facitatur sitatiorrum quam. quodi cum, tota verem voluptati untentias. suscipit in sodales id, eleifend nec magna. Nullam faucibus.
PARK HIGHLIGHTS PLACES TO STAY elit. Sed hendrerit sem arcu, quis placerat lectus. Cras pretium commodo massa, tium commodo massa, sed sollicitudin dolor sed sollicitudin dolor pellentesque non. Aenean vitae arcu arcu, id lobortis arcu. pellentesque non. Aenean vitae arcu arcu, Nam purus purus, suscipit in sodales id, eleifend nec magna. Nullam faucibus, lectus id lobortis arcu. Nam purus purus, suscipit eu malesuada ornare, neque dui ultricies sapieltricies sapien, at lobortis sapien dolor in sodales id, eleifend nec magna. Nullam sed sapien. Vivamus sed lectus Lorem ipsum dolor sit amet, consectetur adipiscing faucibus, lectus eu malesuada ornare, elit. Sed hendrerit sem arcu, quis placerat lectus. Cras pretium commodo massa, sed neque dui ultricies sapielt dolor ses sed Cras pretium commodo massa, STAYING SAFE IN PARKS GETTING THERE sollicitudin dolor pellentesque non. Aenean sed sollicitudin dolor pellentesque Many NSW parks are remote and rugged Eprem venditia quam quiae pera voluptae. vitae arcu arcu, id lobortis arcu. Nam purus lectuss placerat lectus. non. Aenean vitae arcu arcu, id places, weather can change quickly and Rat alia quam quiam, tem ipsum vellite purus, suscipit faucibus, eu malesuada lobortis arcu. Nam purus purus, conditions in the bush or on the water dita cum venisquia volenducium et, quo ornare, neque dui. may be unpredictable. When visiting a totati doluptae eos most fugiatur renihil suscipit in sodales id, eleifend nec elit. Sed hendrerit sem arcu, quis placerat do massa, sed sollicitudin dolor national park, be aware of the risks and lautem dolupti onseque vidus maximag lectus. Cras pretium commodo massa, sed magna. Nullam faucibus, lectus take responsibility for your own safety and niminihit odite nullat molupta volecerum, sollicitudin dolor pellenrcu arcu, id lobortis pellentesque non. Aenean vitae arcu arcu, eu malesuada ornare, neque dui the safety of any children in your care. corecus aecturi ullest, que cum qui debis im arcu. Nam purus purus, suscipit in, lectus ultricies sapieltricies sapien, at Remember to plan ahead, choose your fugiandi net maximolo que verciis por repta eu malesuada ornare, neque dui ultricies walks and activities to match your stamina comnimi, te reiur? id lobortis arcu. Nam purus purus, suscipit lobortis sapien dolor sed sapien. sapieltricies sapien, at lobortis sapien dolor and fitness level, and tell someone where WHILE YOu’RE VISITING THINGS TO SEE AND DO Vivamus sed lectus Lorem ipsum Obit qui rescilla dis rerfero videbitium im sed sapien. Vivamus sed lectus. in sodales id, eleifend nec magna. Nullam you’re going and when you’ll be back. Aenean vitae arcu arcu, id lobortis arcu. Capertree Valley dolor sit amet, consectetur audae noneceperis exere commod quiatis Lorem ipsum dolor sit amet, consectetur Nam purus purus, suscipit in sodales id, Tium commodo massa, sed sollicitudin adipiscing elit. Les voluptatus sit, quataquae vent hil serepro rerchicto con conestio et di blabori faucibus, lectus eu malesuada ornare, adipiscing elit. Sed hendrerit sem arcu, quis eleifend nec magna. Nullam faucibus, lectus dolor pellentesque non. Aenean vitae arcu et alibust, quodi volor si quat. Ilia sit tiusae. Gendaepe maio. Eprectum quiam et placerat lectus. Cras pretium commodo eu malesuada ornare, neque dui ultricies arcu, id lobortis arcu. Nam purus purus, eumqui que cus autatem facit eos is ea quo de et quisquodisit odiaect urepudam neque dui ultricies sapieltricies sapien, at CARING FOR THE PARK massa, sed sollicitudin dolor pellentesque dolorpor sapienduntis ero te pora dolor sequam quiate modi isqui core eum litatis sapielt dolor ses sed lectuss placerat lectus. suscipit in sodales id, eleifend nec magna. tium commodo massa, sed sollicitudin non. Aenean vitae arcu arcu, id lobortis anihiti oribus re nam ella nus evendust as quodi cum, tota verem voluptati untentias Cras pre tium commodo massa. Nullam faucibus, lectus eu malesuada lobortis sapien dolor sed sapien. Vivamus dolor pellentesque non. Aenean vitae arcu arcu. Nam purus purus, suscipit in sodales dolutem. Ita cusa nist, secae. Lut rem es nest, sitae et omnihitibea volupta quidus ornare, neque dui ultricies sapielt dolor ses arcu, id lobortis arcu. Nam purus purus, do massa, sed sollicitudin dolor venda comnihictem il id es et restest, sa dolorrovit poribus. id, eleifend nec magna. Nullam faucibus, sed lectuss placerat lectus. sed lectus Lorem ipsum dolor sit amet, suscipit in sodales id, eleifend nec magna. pellentesque non. Aenean vitae arcu arcu, nihitio consectatur aturion nossitiam, cust lectus eu malesuada ornare, neque duielit. Nullam faucibus, lectus eu malesuada id lobortis arcu. Nam purus purus, suscipit Ben Bullen hariaerem fugiam faccuptatur? Sant quam exeris sincid et res nemporp Sed hendrerit sem arcu, quis placerat consecretium commodo massa, sed ornare, neque dui ultricies sapielt dolor ses. oruptas peribus se molorem poreptatibus lectus. Cras pre tium commodo massa, sed in sodales id, eleifend nec magna. Nullam Dium commodo massa, sed sollicitudin Parchic atestib earcitinum ressunt et estemquis dolupidiam niminve lesequis sollicitudin dolor pellentesque non. faucibus, lectus eu malesuada ornare. dolor pellentesque non. Aenean vitae arcu sollicitudin dolor pellentesque non. Aenean aspellat es volupta temodiore doluptaerio remo consectium a vel ipsam eos modia arcu, id lobortis arcu. Nam purus purus, cus dolorum nusa sitiis dunt, escium hiciae voluptam nus etusam a nest dolorae ad suscipit in sodales id, eleifend nec magna. vitae arcu arcu. STAYING SAFE IN PARKS corehenditem fugiantiis maionem non unt, nam si bla in rae vid quidiam voluptate Nullam faucibus. pere quam, conet optamus quis aut que elique laboria sam facerate dolor aut arciust Many NSW parks are remote and Newes Plateau nusandusam am enda vit es eicimi, non ioribus net aute nes dolupie ndempore rugged places, weather can change Dium commodo massa, sed sollicitudin cust, sum que porro quaturio eostrum lacit sunt voluptias repe illendessi venis quianiet quickly and conditions in the bush or dolor pellentesque non. Aenean vitae arcu labo. Imus doluptatur, que sent, quiatum utemolupid quam, qui doluptur, a nis reped on the water may be unpredictable. arcu, id lobortis arcu. Nam purus purus, ditios ni represequi alit quodis peliquos quas doluptiis di voloreh enimin consed When visiting a national park, be aware suscipit in sodales id, eleifend nec magna. dolupti struptate ne con rae pel ium dipid magniae venti cullo dessusdae pores of the risks and take responsibility for Nullam faucibus. your own safety and the safety of any quis nihiciae voloreperum debitat lit re alit eum quidus esci doluptionet ex es autas children in your care. Remember to plan faccum delit inciunt pratendipsam as est rae nosamus daeriat volorec eaquaspis PLACES TO STAY ahead, choose your walks and activities que vellat. simusciendem. tium commodo massa, sed sollicitudin dolor to match your stamina and fitness level, Xeribus moloria peratii simus, consedi Obit qui rescilla dis rerfero videbitium im pellentesque non. Aenean vitae arcu arcu, GENERAL INquIRIES: and tell someone where you’re going psanisquod ulparum nihictur molorumquee audae noneceperis exere commod quiatis id lobortis arcu. Nam purus purus, suscipit and when you’ll be back. corehenditem fugiantiis maionem non serepro rerchicto con conestio et di blabori in sodales id, eleifend nec magna. Nullam 43 bRIDGE STREET For more information about staying safe pere quam, conet optamus quis aut que tiusae. Gendaepe maio. Eprectum quiam et faucibus, lectus eu malesuada ornare, huRSTVILLE NSW 2220 in parks visit nusandusam am enda vit es eicimi, non quo de et quisquodisit odiaect urepudam neque dui ultricies sapielt dolor ses sed View of Mount Warning cust, sum que porro q pratusam, volupta sequam quiate modi isqui core eum litatis T: 1300 36 1967 OR 02 95856444 www.environment.nsw.gov.au/parksafety h. Lund / Courtesy Tourism bOTTOM: NSW, S. / Courtesy Fox Tourism NSW lectuss placerat lectus. through countryside voluptur sim facitatur sitatiorrum quam et. quodi cum, tota verem voluptati untentias. do massa, sed sollicitudin dolor Photography: MAIN: N. Sullivan / Courtesy Tourism TOP: NSW, h. Lund / Courtesy Tourism bOTTOM: NSW, S. / Courtesy Fox Tourism NSW F: 02 9585 6555 pellentesque non. Aenean vitae arcu arcu, id lobortis arcu. Nam purus purus, suscipit in sodales id, eleifend nec magna. Nullam faucibus, lectus eu malesuada ornare, neque dui ultricies sapieltricies sapien, at lobortis sapien dolor sed sapien. Vivamus sed lectus Lorem ipsum dolor sit amet, consecretium commodo massa, sed sollicitudin dolor pellentesque non. Aenean vitae arcu arcu.
GENERAL INquIRIES: 43 bRIDGE STREET huRSTVILLE NSW 2220 View of Mount Warning through countryside T: 1300 36 1967 OR 02 95856444 Version 5 – December 2017 Photography: MAIN: N. Sullivan / Courtesy Tourism TOP: NSW, F: 02 9585 6555 Collateral 2 MPU DL brochure – guidelines and example
The DL brochure is a key piece of collateral. It may or may not include a map. Ideally, it will be an A4 sheet folded to 6 pages as shown.
COVER PAGE
• DL primary wave
• Informational headline using solid white with short 80% black drop shadow
INSIDE SPREAD
• Introduction paragraph to entice reader
• Imagery rather than illustration (use hero shots where possible)
• Content on clean white background
• Clean white space to increase readability
Version 5 – December 2017 Collateral 3 MPU DL brochure – black and white
If budget restrictions mean that the brochure has to be produced in black and white, please use this example as a guide.
OUTSIDE
• DL primary wave
• Informational headline using solid white with short 80% black drop shadow
SPREAD
• Introduction paragraph to entice reader
• Imagery rather than illustration (use hero shots where possible)
• Content on clean white background
• Clean white space to increase readability
Version 5 – December 2017 Collateral 4 MPU DL promotional cards – portrait
GUIDELINES
• DL wave • Informational headline; ie. solid white with short Join us at Narran Lake 80% black drop shadow Bradleys • Ideally, try to minimise copy for better impact of Open Day the picture
Head for would go in this space here credit Picture • Include the key relevant details so the reader can refer a special to a website (or similar) to obtain further information sunrise event
SATURDAY 24TH - SUNDAY 25TH MAY 2014 FROM 8AM – 8:30PM DAILY
YUWAALAYAAY VISITOR AREA NARRAN LAKE NATURE RESERVE
Come and join the National Parks and Wildlife Service and the Narran Lake Nature Reserve Co-Management Committee for an open day at Narran Lake Nature Reserve.
SATURDAY 23 JANUARY 2010 Explore this amazing area on a guided tour and stop FROM 5AM - 7.30AM and enjoy a free BBQ after you have soaked in the rich culture and stories of the traditional people. Sydney Festival’s Dawn Chorus is a series of acoustic choir performances taking place at some of FOR MORE INFORMATION Sydney’s favourite beaches throughout January. VISIT WWW.NATIONALPARKS.NSW.GOV.AU CALL 13000 PARKS (13000 72757) OR FOR MORE INFORMATION VISIT NARRABRI OFFICE ON (02) 6792 7300 WWW.NATIONALPARKS.NSW.GOV.AU OR CALL 1300 361 967
Version 5 – December 2017 Collateral 5 MPU DL promotional cards – landscape
GUIDELINES
• DL landscape sized wave
• Informational headline; ie. solid white with short 80% black drop shadow
• Format only allows for key relevant details so the reader can refer to a website (or similar) to obtain further information Join us at
Bradleys Head would go in this space credit Picture
SATURDAY 23 JANUARY 2010 FROM 5AM - 7.30AM Sydney Festival’s Dawn Chorus is a series of acoustic choir FOR MORE INFORMATION VISIT performances taking place at some of Sydney’s favourite WWW.NATIONALPARKS.NSW.GOV.AU beaches throughout January. OR CALL 1300 361 967
Version 5 – December 2017 Collateral 6 MPU Print advertising – size structure
GUIDES
• The wave can slide up and down depending on the amount of copy
• Picture credits only if necessary
• The headline must be placed so that it is Full page legible. It can be moved depending on Portrait the image but must be either right or left aligned on the grid and not centred
• Ideally, try to minimise copy for better impact of the picture
• Avoid extreme landscape or portrait formats Half page Quarter page
• Format will vary according to the media provider
• Use the standard wave; DL wave only on very small and very narrow ads
HEADLINES
• Brand advertising should always use an emotive headline format; ie. 80% trasparent white overlay Full page • Tactical advertising should always use an Landscape informational headline format; ie. solid white with short 80% black drop shadow
• Please see over for the definitions of brand and tactical advertising
Version 5 – December 2017 Collateral 7 MPU Digital advertising – display formats
MREC
Leaderboards Skyscraper
Version 5 – December 2017 8 MPU Brand advertising
Brand advertising raises awareness of GENERAL GUIDELINES • An emotive quote or statement that could come from a person in the shot should be included on NSW National Parks in general. It entices • Use an appealing, emotive and relevant headline the ad using the Park Life font. If the picture has on the brand ads the viewer to take some time exploring no people in it or the chosen copy to go on the ad the natural wonders around them. It is • Use the emotive headline format; ie. 80% is not a personal quote or statement, please use not advertising for a specific park. transparent white overlay. Please find an area on Helvetica Neue Regular in small print the image where the headline is legible and align it with the grid format FOR DIGITAL
• Always hyperlink the ad to the appropriate FOR PRINT e un webpage or URL mu h • Use the wave in the supplied standard format. • Wave or lock-up can be used, depending on size If format differs, place the raw wave, visually and format of display ad. matching the size and crop size to the supplied hen e range of waves • In digital format, the creation of the art work will
Picture credit would go in this space here. Photographers name would go here follow the same process as print but the image e t it a quality suitable for uploading is RGB and 72ppi. ehin Volunteering in NSW National Parks and Reserves
‘Inherit th e Earth ’ really means som eth ing when I com e here
Version 5 – December 2017 Collateral 9 MPU Tactical advertising
Tactical advertising informs the GENERAL GUIDELINES FOR PRINT reader of a specific event or cause. • Use informational headline in print format; ie. solid • Use standard wave unless it is an extremely narrow The purpose of the ad is to trigger an white with short 80% black drop shadow. portrait ad action. Displaying the natural beauty is • Headline must be placed so that it is legible. It can • Wave can slide up and down depending on the be moved depending on the image but must be amount of copy still a key driving force. either right or left aligned on the grid FOR DIGITAL • Use 1 to 4 column grid • Ideally, try to minimise copy to have more visual • Always hyperlink the ad to the appropriate Love camping? impact webpage or URL • Include all main relevant details for the reader to be • Wave or lock-up can be used, depending on size Become a and format of display ad. Photography: David Finnegan/OEH. David Photography: well informed and always include a call to action Campground (phone number, website URL, etc) • In digital format, the creation of the art work will follow the same process as print but the image Host volunteer quality suitable for uploading is RGB and 72ppi. Delight NYE
at Bradleys Head Simmonds David Photo:
Congratulations on your ticket 2. Upon arriving by ferry at Taronga WHAT TO BRING Adhere to directions and requests from purchase to the Delight NYE Zoo wharf, follow signs leading into event staff and security. the National Park, opposite Taronga • Blanket at Bradleys Head celebrations. Zoo wharf entrance. Please note this • Sunscreen, hat, drinking water, CONDITIONS warm clothing / wet weather gear, entrance will be closed after the last • Tickets are not transferable Please find enclosed your allocated scheduled ferry sensible walking shoes • There are no refunds, exchanges or ticket(s). • Torch and radio (optional) For safety reasons some areas of replacements on any ticket • Food and drink (non alcoholic) will Bradleys Head are not accessible. • Tickets may not be resold at a TICKET ENTRY be available for purchase. You are Be aware of barriers and signs and premium (the bearer of a resold welcome to bring your own picnic Please remember your ticket. You remain in the public access areas. ticket will be refused entry) For safety reasons access to the beach will need to present your ticket to • If the event is cancelled, other front will be restricted. WHAT TO LEAVE AT HOME COMBINE YOUR CAMPING HOLIDAY WITH A GREAT VOLUNTEER EXPERIENCE gain access and entry to the event. than by NPWS, no refund or Please leave the following items at home: TRANSPORTATION compensation applies Participating in the Campground Host program is the Applications for the Summer 2013/14 Campground • Alcohol (alcohol-free zone) • The event occurs regardless of weather perfect opportunity to enjoy a great outdoors experience Host program are now open. There’s no fee to become GATES OPEN FROM 1PM Parking is not provided on site. Local • Glass (glass-free zone) road closures and special event and be a vital part of the campground community. a host and NSW National Parks provides the training A maximum of 5000 patrons will be at • All chairs (ground level folding chairs FOR MORE INFORMATION clearways will be in place. and free campsite at participating parks. Hosts need to Bradleys Head for NYE celebrations. permitted) Contact 13000 PARKS (13000 72757). For further information please As a campground host, you’ll be assisting NSW be 18 and over and enjoy working with people. There is plenty of room for all to have • Tents, shade structures and beach contact Roads and Maritime Service Visit nationalparks.nsw.gov.au National Parks by providing essential information and a view of the harbour and to enjoy the umbrellas or Mosman Council. Public transport facebook.com/NSWNationalParks friendly atmosphere. • Sparklers, fireworks and naked flames advice to fellow campers, helping ensure they have the Apply online today - applications close is recommended for travel to and from best camping experience possible. Friday 18 October 2013. There are two entrances into the park the event. • Pets PLEASE TREAD LIGHTLY that will be open from 1pm: The above items are not permitted past If you plan to travel to the event via ferry, Bradleys Head is part of Sydney 1. Main park entrance: located on the entry point to the event. check the ferry times due to the Sydney Harbour National Park. Bradleys Head Road, approximately Harbour exclusion zones for NYE. There SAFETY CONSIDERATIONS Help us care for our natural Discover a new campground and become part of a great volunteer community with NSW National Parks! 300m past the entrance to Taronga will be no ferries after the event. Zoo on the opposite side of the road • This is an all weather event environment. Please take your rubbish Contact the Transport Info line on 131500 with you or use the bins provided. FIND OUT MORE AND APPLY ONLINE AT WWW.ENVIRONMENT.NSW.GOV.AU/VOLUNTEERS or www.131500.com.au to plan your trip. • Wear sensible footwear
Version 5 – December 2017 Collateral 10 MPU PowerPoint – templates
TITLE SLIDE INSTRUCTIONS – INSERTING BACKGROUND IMAGE FOR TITLE SLIDE (MAC) • Generic colour background or a hero shot. When using a hero shot as background image please be • Open template mindful of legibility of the copy • Go to the menu> Themes> Master Views> Edit • Use the informational headline format; ie. solid Master (Slide Master) white with short 80% black drop shadow • Click on template which contains generic background image and delete photo INSTRUCTIONS – INSERTING BACKGROUND IMAGE FOR TITLE SLIDE (PC) • Then go to Home> Insert> Picture> Picture from file • Open template • Choose your image> click Insert • Go to the menu> View> Slide Master • Resize or adjust if need be (Format picture> Crop> • Click on template which contains generic Adjust accordingly) background image and delete photo • Close master • Click on Insert> Pictures> Choose your image> click Insert • Resize or adjust if need be (Click on image> Format> Crop> Adjust accordingly) • Close Master View
Version 5 – December 2017 Collateral 11 MPU PowerPoint – templates
CONTENT SLIDES
• All copy in 80% black • Bullets can be either 80% black or in the chosen document colour (in this case the orange from the title page for a friendlier feel) • Content on clean white background • Align pictures with copy and logo where possible, as per this example
INSTRUCTIONS – INSERTING IMAGES FOR CONTENT SLIDES (PC)
• Open template • Click on slide you want to place an image in • Go to Insert> Pictures • Select image and click Insert
To resize image go to Format> Crop and adjust accordingly
INSTRUCTIONS – INSERTING IMAGES FOR CONTENT SLIDES (MAC)
• Open template • Click on slide you want to place an image in • Go to Home> Insert Picture> Picture From File • Select image and click Insert • To resize image go to Format Picture> Crop and adjust accordingly
Version 5 – December 2017 Collateral 12 MPU E-Newsletter – Naturescapes
Naturescapes is the NSW National Parks visitor e-newsletter. It follows a two column grid structure using many images and short stories to give an overview of current topics.
Naturescapes is a quarterly publication with occasional special issues, and the colour scheme follows a seasonal palette.
Version 5 – December 2017 13 MPU E-Newsletter – Explore
Explore is the NSW National Parks stakeholder e-newsletter. It has a more corporate and functional look and feel to it, which is reflected in the colour scheme and the one column grid layout. Where applicable, images support the stories. Explore is a quarterly publication with occasional special issues when relevant.
Version 5 – December 2017 14 MPU Promotional poster – examples
A promotional poster has to communicate quickly: an informative headline and a hero picture are the key, with a specific call to action (eg. visit the website) once attention is grabbed.
USAGE
• Informational headline = solid white with short 80% black drop shadow • Use standard wave and avoid extreme narrow formats. Ideally use A3 size or bigger, never smaller than A4 • Wave can slide up and down depending on the amount of copy • Picture credits where necessary • Headline must be placed so that it is legible. It can be moved depending on the image and its crop but must be either right or left aligned on the grid • Ideally, try to minimise copy for better impact of the picture • Include all main relevant details for the reader to be well informed and know where to obtain further information if desired
Version 5 – December 2017 Collateral 15 MPU Banners – examples
Here are basic examples of banners. Stunning nature shots are the key selling point.
USAGE
• Very large format pieces should have a simple one-word headline using an informational headline format, (solid white with short 80% black drop shadow) or an emotive headline (80% transparent white overlay) depending on the message conveyed. • Vertical text is used, due to extreme portrait format • DL wave format is used, due to extreme portrait format • Ensure chosen images can be used at 300 ppi at actual banner size
Version 5 – December 2017 Collateral 16 MPU Flag – an exception to the rule
As with all brand guidelines, there will be occasional exceptions to the rule.
This event flag is an example of this. In creating the flag, the designer recognised the importance of having the logo at the top of the piece to be more visible in larger crowds. The colours on the flag reflect the wave and represent nature's colours from the sea to the outback, including waves and rolling hills.
These exceptions can only be made by the Marketing and Promotions Unit.
Version 5 – December 2017 Collateral 17 MPU Local temporary poster – template
For local temporary posters, there is a very basic layout to accommodate in-house print quality.
USAGE
• Logo bottom right Meet us at • Copy: Helvetica Heavy, 80% Black (Large type) the Visitor Centre • Use white background due to restricted print margins at 10:00am for the next Discovery tour
Version 5 – December 2017 Collateral 18 MPU Merchandising – bottles
Version 5 – December 2017 Collateral 19 MPU Merchandising – pens
nationalparks.nsw.gov.au nationalparks.nsw.gov.au nationalparks.nsw.gov.au nationalparks.nsw.gov.au
Version 5 – December 2017 Collateral 20 MPU Brand Guidelines NSW National Parks and Wildlife Service TEMPLATES, WAVES AND LOGOS Photography: OEH Image Library Image OEH Photography:
Version 5 – December 2017 List of templates
Overview of all the available NSW TEMPLATE FORMAT National Parks and Wildlife Service Brochure (A3 folding to DL) - colour and black and white InDesign (CS5) design templates. Leaflet A4 – colour and black and white InDesign (CS5) and Word Please use the templates as appropriate; they provide flexibility to allow for different copy lengths. Accent Brochure (A4 folding to DL) – colour and black and white InDesign (CS5) colours should be changed to match the overall design. Banner InDesign (CS5) Please note that these templates are a starting point and may need to be adapted according to each Brand Advertisements (A4, A5, A6) * – landscape and portrait InDesign (CS5) specific piece. However, branding elements such as wave location and size should not be modified. Tactical Advertisements (A4, A5, A6) * – landscape and portrait InDesign (CS5)
If other templates are required, you can contact: Powerpoint template PowerPoint [email protected] Promo poster (A2, A3) – landscape and portrait InDesign (CS5) and Word
Promo card DL – landscape and portrait InDesign (CS5) and Word
E-newsletter InDesign (CS5)
Local temporary poster template (A4) Word
* For special sizes, please redesign based on closest template size
Version 5 – December 2017 List of templates and logos 1 MPU List of waves
1. To select the most appropriate ‘wave’ to use for your promotional piece, just follow these steps:
STEP 1: STEP 2: STEP 3: STEP 4: STEP 5: STEP 6: Does the wave need Is the piece colour Open the folder: What is the size Is it landscape or Select this file and use in 100% (every wave to have the url: or B/W? of the piece? portrait? includes 5mm bleed in 100%): nationalparks.nsw.gov.au? Landscape NSWParks_primary_wave_A3_landscape.eps A3 Portrait NSWParks_primary_wave_A3_portrait.eps Landscape NSWParks_primary_wave_A4_landscape.eps A4 Portrait NSWParks_primary_wave_A4_portrait.eps Landscape NSWParks_primary_wave_A5_landscape.eps Colour Primary_waves A5 Portrait NSWParks_primary_wave_A5_portrait.eps Landscape NSWParks_primary_wave_A6_landscape.eps A6 Portrait NSWParks_primary_wave_A6_portrait.eps Yes Landscape NSWParks_primary_wave_DL_landscape.eps DL Portrait NSWParks_primary_wave_DL_portrait.eps (If no, please refer to next page) Landscape NSWParks_primary_wave_A3_landscape_BW.eps A3 Portrait NSWParks_primary_wave_A3_portrait_BW.eps Landscape NSWParks_primary_wave_A4_landscape_BW.eps A4 Portrait NSWParks_primary_wave_A4_portrait_BW.eps Landscape NSWParks_primary_wave_A5_landscape_BW.eps B/W Primary_waves_b/w A5 Portrait NSWParks_primary_wave_A5_portrait_BW.eps Landscape NSWParks_primary_wave_A6_landscape_BW.eps A6 Portrait NSWParks_primary_wave_A6_portrait_BW.eps Landscape NSWParks_primary_wave_DL_landscape_BW.eps DL Portrait NSWParks_primary_wave_DL_portrait._BWeps
Version 5 – December 2017 List of templates and logos 2 MPU List of waves
STEP 1: STEP 2: STEP 3: STEP 4: STEP 5: STEP 6: Does the wave need Is the piece colour Open the folder: What is the size Is it landscape or Select this file and use in 100% (every wave includes to have the url: or B/W? of the piece? portrait? 5mm bleed in 100%): nationalparks.nsw.gov.au? Landscape NSWParks_secondary_wave_A3_landscape.eps A3 Portrait NSWParks_secondary_wave_A3_portrait.eps Landscape NSWParks_secondary_wave_A4_landscape.eps A4 Portrait NSWParks_secondary_wave_A4_portrait.eps Landscape NSWParks_secondary_wave_A5_landscape.eps Colour Secondary_waves A5 Portrait NSWParks_secondary_wave_A5_portrait.eps Landscape NSWParks_secondary_wave_A6_landscape.eps A6 Portrait NSWParks_secondary_wave_A6_portrait.eps No Landscape NSWParks_secondary_wave_DL_landscape.eps DL Portrait NSWParks_secondary_wave_DL_portrait.eps (If yes, please refer to previous page) Landscape NSWParks_secondary_wave_A3_landscape_BW.eps A3 Portrait NSWParks_secondary_wave_A3_portrait_BW.eps Landscape NSWParks_secondary_wave_A4_landscape_BW.eps A4 Portrait NSWParks_secondary_wave_A4_portrait_BW.eps Secondary_ Landscape NSWParks_secondary_wave_A5_landscape_BW.eps B/W A5 waves_b/w Portrait NSWParks_secondary_wave_A5_portrait_BW.eps Landscape NSWParks_secondary_wave_A6_landscape_BW.eps A6 Portrait NSWParks_secondary_wave_A6_portrait_BW.eps Landscape NSWParks_secondary_wave_DL_landscape_BW.eps DL Portrait NSWParks_secondary_wave_DL_portrait._BWeps
Version 5 – December 2017 List of templates and logos 3 MPU List of waves
2. To position the wave correctly, it needs to be anchored to the bottom right of the document, leaving a 5 mm bleed, as shown below:
• Choose desired wave in A5 portrait size (in this example: primary colour wave)
• Place 5mm to the bottom right hand corner of the document
• PAGE • PAGE LAYOUT LAYOUT
• For example A5 portrait document
Place the appropriate wave into your document, move the wave to the bottom right corner as indicated (allowing for the 5mm bleed to go all around the document). Please refer to Brand Assets section for more guidelines. If your document has a different size to those supplied, choose the closest wave size and position as above. If in doubt and for guidance on how to deal with extreme formats, please contact MPU.
Version 5 – December 2017 List of templates and logos 4 MPU List of logos
Overview of all NSW National Parks and Wildlife Service logos and their usage:
Version 5 – December 2017 List of templates and logos 5 MPU For more information
If you require more information or have any questions regarding the NPWS brand guidelines, please send us an email to: [email protected] The brand guidelines, logos and templates are available on Insite at: http://insite.environment.nsw.gov. au/OEH/CED/SitePages/NPWS%20 consumer%20brand%20guidelines. aspx
Version 5 – December 2017 List of templates and logos 6 MPU