Introduction BRAND GUIDELINES August 2018 page [ 1 ] DESTINATION COROMANDEL Brand Guidelines INTRODUCTION Introduction Our identity is the face and personality presented to Our primary objective is to increase the awareness and the global community. affinity forThe Coromandel brand, good for your soul proposition and www.thecoromandel.com call to action. Because the brand cannot be compromised, we’ve created this guide to provide all the pertinent specifications you Motivating industry, locals and ultimately visitors to need to maintain its integrity. The guidelines set in this embrace the brand is the ultimate goal. document are not meant to inhibit, but to improve the This long term objective will be achieved by providing creative process. By following these guidelines, the material simple and effective mechanisms for people to engage created will represent The Coromandel cohesively to the with and own the brand. However it must be remembered outside world. that the brand represents a region that aspires to be rated The purpose of these guidelines is to explain the use of as New Zealand’s must visit destination – which is why The Coromandel brand style and to reinforce consistent Destination Coromandel moderates brand use. application of the visual elements in all communications. The Coromandel is a desirable region that provides quality This includes publications, presentations, and all other and accessible experiences. The Coromandel brand needs marketing materials both online and offline. Guidelines on to be seen in the right context and recognised as a brand the use of the logo are included. that is synonymous with quality. These factors need to be considered when supporting or leveraging opportunities. page [ 3 ] DESTINATION COROMANDEL Brand Guidelines THE COROMANDEL The Coromandel good for your soul History of the Brand (e.g. www.thecoromandel.com) and ultimately onwards The regional tourism organisation responsible for to visiting The Coromandel. marketing The Coromandel region was established in 1991. Our Position Towards 2020, the founding document for the organisation, highlighted the importance of the brand as reflected in the The Coromandel good for your soul speaks to the region’s extract below: four pillars; • The Coromandel brand and marketing should reflect ESSENTIALLY HOMEGROWN on The Coromandel the region’s commitment to sustaining the natural The bohemian nature of locals is embodied in their environment. sustainable hunter-gatherer lifestyle and shared through their artisan produce, whimsical crafts and ne arts, and • All local and regional marketing should reflectThe relaxed warm hospitality. (Cuisine, Art, Music, Wellness, Coromandel brand, ensuring that visitors who respect Paddock to Plate) the special values and experiences of The Coromandel are attracted. The Coromandel, A SIMPLE WAY OF LIFE • To market and manage a world-class – and thus high Kiwis are at their best when they are on holiday in The yield – visitor experience, The Coromandel must Coromandel. Take a break, slow down and reconnect with guarantee quality and a high level of service. life as it should be. (Relax, Recharge, Sustainable, Eco, Nature, Outdoors) Destination Appeal The Coromandel, WHERE KIWIS HOLIDAY • A sense of exploration and re-discovery Whether you’re heading for the campground, bach or • A relaxed, special lifestyle shared with an interesting, something more glamorous, “endless” summer barbeques, expressive and talented community fishing expeditions, bush walks to swimming holes, and • Intimacy with the natural world offering personal picnics at the beach await you. (Timeless, Family, Holidays, interpretation by each individual Fun, Experiences, Beach, Marine) • Dramatic landscapes, volcanic hills and dense green The Coromandel, OUR GOLDEN HERITAGE forests containing ancient kauri trees Discover the relics and stories of those who came before, and come away with a deeper understanding of the people • Unspoiled recreational beaches and a clean, and this place. (Gold and Kauri Heritage, Forest park, spectacular coastline landscapes) • Variety of marine and maritime activities for all levels of experience Communication • Accessible exposure to New Zealand’s pioneering Communications need to stimulate the following response: history and Maori heritage SEND me there now • Pastoral and rural activities reflecting the values SEND me back again/ for longer of ‘salt of the earth’ locals SEND others Why The Coromandel Keywords • Differentiates between the region (The Coromandel) These keywords embody what ‘The Coromandel’ brand and the town (Coromandel Town) is about. They enable the brand to come to life through • Introduces and reiterates (by association) what makes stories. They are best reflected through the‘good for your the region special. soul’ proposition: • Encapsulates the Hauraki Plains as well as the Soulful (authentic, honest, peaceful, living, nostalgic) Coromandel Peninsula Emotions (exciting, adventurous, satisfying, contented) Proposition Natural (Sustainability, earthy, delicate, rugged, • The Coromandel good for your soul brand and green, nature) proposition is about stirring desire and stimulating Destination (world class, intrepid, escape, discover, action. Marketing and promotion needs to be homegrown, culture) compelling enough to send people to the next step page [ 5 ] DESTINATION COROMANDEL Brand Guidelines THE BRAND Brand elements The Master Logo The Master Logo can be used across all mediums requiring no support from other branding. Tag Line Stamp (Proposition) The tag line in most cases should be used within the Master Logo. In special circumstances the tag line can be Master Logo used stand alone as can the Core Logo. In this case it has to be obvious that the promotion corresponds with ‘The Coromandel’ and is supported with other branding. eg. background avatars for social media sites, events where The Coromandel brand is represented more than other brands. Core Logo The core logo (and tag line) can only be used separately from the Master Logo in special circumstances and Tag line Stamp Logo only by Destination Coromandel in specific marketing campaigns. Call to Action (URL) The URL should be used in conjunction with the master Core Logo logo or separately where space only allows for text, e.g. publications, features etc. Alternative Versions Call to Action Other coloured versions are available for special purpose marketing activity only. The marketing activity needs to be niche and suited to an altered feel. Watermark Logo A reversible option has been developed for the use of a watermark. Alternative Logo page [ 7 ] DESTINATION COROMANDEL Brand Guidelines Watermark Logo Brand variations Master Logo Master Logo with URL Master Logo Watermark Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message. Colour Variations 87C / 44M / 14Y PMS314 HEX 007FA3 78C / 8M / 44Y PMS3275 HEX 00B398 60C / 85Y PMS360 HEX 6CC24A 30C / 91Y PMS136 HEX FFBF3F page [ 8 ] DESTINATION COROMANDEL Brand Guidelines Brand variations - special purpose only Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message. Colour Variations 100K Black 87C / 44M / 14Y PMS314 HEX 007FA3 78C / 8M / 44Y PMS3275 HEX 00B398 60C / 85Y PMS360 HEX 6CC24A 30C / 91Y PMS136 HEX FFBF3F page [ 9 ] DESTINATION COROMANDEL Brand Guidelines THE COROMANDEL LOGO The Coromandel logo Always use master artwork when reproducing any logo The coloured brand should not be used on a coloured design. It must not be recreated under any circumstances. background. In this instance the watermark brand is Always ensure you are using the correct artwork for preferred. the application - logos should not be taken from this The black version is predominantly used on a white document. background. Other colour options are available, but permission should be obtained before using instead Visual Identity of the black. The logo cannot be redrawn or re-typeset in any other format other than those outlined in these brand Logo Authorisation guidelines. To obtain permission to use The Coromandel, good for It must not vary from the approved formats shown in your soul brand and obtain the original files please make this manual. contact with: The logo can, however, appear in a variety of sizes and Destination Coromandel formats, as described. [email protected] or Phone 07 868 0017 Our identity should not usually appear more than once on any single page. Minimum Size Requirements Master Logo Alternative Logo Minimum Minimum Height Height 25mm 25mm Master Logo with URL Tag line Stamp Logo Minimum Height Minimum 20mm Height 30mm Core Logo Master Logo Watermark Minimum Width Minimum 35mm Height 25mm Call to Action Minimum Width page [ 11 ] DESTINATION COROMANDEL Brand Guidelines 28mm The Coromandel typography The primary typeface for the logo is Lovely Home with the Fonts must not be replaced with alternatives under secondary font High Voltage Rough to complement the any circumstances. primary. In general copy, it is recommended to use Droid Sans as These have been carefully selected to best represent the the primary copy font and Droid Serif as the secondary brand image, and must be used to retain consistency - copy font of choice. When including the words ‘The especially within the logo. Coromandel’ these must always be italicised. Lovely Home Font HighVoltage Rough Font Primary Copy Font Secondary Copy Font Droid Sans Droid Sans Serif Bodycopy - Droid Sans Regular Bodycopy