1 STADIUM AUSTRALIA BRAND GUIDELINES STADIUM AUSTRALIA BRAND GUIDELINES FEBRUARY 2014 8 STADIUM AUSTRALIA BRAND GUIDELINES 9 STADIUM AUSTRALIA BRAND GUIDELINES WE CREATE EVENTS HISTORY REMEMBERS. WE ARE AUSTRALIA’S HOME GROUND. 12 STADIUM AUSTRALIA BRAND GUIDELINES 13 STADIUM AUSTRALIA BRAND GUIDELINES WORDS THAT DEFINE OUR CHARACTER FAN FRIENDLY BRAVE CAPTIVATING Fan friendly means we’re down to We’re driven by a passion to inspire Stadium Australia delivers world- earth, approachable and inclusive. and create lasting memories in the class entertainment experiences that WORDS We invest in technology, logistics, minds of our fans and partners. take the nation’s breath away. Edge- accessibility, design and security to Sometimes that means having the of-your-seat experiences that turn make sure everyone feels welcome courage to do things differently, into unforgettable memories. Which and can enjoy the experience of an to break new ground and create gives fans the greatest souvenir of all, event at Stadium Australia. something more spectacular than ever knowing when history was made, “I before. Being brave means we’re ready was there.” WE LIVE to overcome any challenge. BY 16 STADIUM AUSTRALIA BRAND GUIDELINES 17 STADIUM AUSTRALIA BRAND GUIDELINES THE ELEMENTS THAT WHAT MAKE UP OUR BRAND THE OUR OUR BRAND CORPORATE AND SPORTING STADIUM STAFF AMBASSADORS PARTNERS A visit to the Stadium is the main way Any customer encounter with our Brand Ambassadors add another The Stadium Australia brand works our audience encounters our brand. So staff is also an encounter with our dimension to our brand. We aspire in harmony with the sporting and every detail demands consideration. brand. As an equal-opportunity to align with prominent faces and entertainment brands we host. For Transportation, the approach through employer, our staff come from diverse emerging stars that reflect our values, each event we create an environment our grounds, ticket collection, toilets, backgrounds and so we’re proud to in order to co-create meaningful where the event brand (or brands) can WE’RE signage, video screens, advertising, say they represent a real cross section brand experiences. These figures will shine with the unrivalled support of the seating, catering. It all adds to the of Australian society. We invest in be selected from the different sports Stadium Australia team. impression we create in our customers’ appropriate training to ensure all staff played at Stadium Australia. minds. are efficient, friendly and professional in order to make a great impression. GOVERNMENT SYDNEY OLYMPIC MEDIA PARTNERS PARK AUTHORITY Stadium Australia enjoys a close NSW as a tourist destination. Stadium Stadium Australia is situated within We maintain a positive and open MADE partnership with the NSW State Australia also has close ties to Sydney Olympic Park. We work closely relationship with all our media partners. Government and Destination NSW. This State Rail and the NSW Police and with the Sydney Olympic Park Authority It’s a simple way to ensure our brand is collaborative relationship Ambulance. This relationship helps us in order to create a complementary always presented in the best possible is mutually beneficial, as government maintain our high standards for event brand experience for all our guests. light. support assists making our events a logistics, safety and security. This relationship helps to enhance the OF success, which in turn helps promote excellent reputation of both brands. 18 STADIUM AUSTRALIA BRAND GUIDELINES 19 STADIUM AUSTRALIA BRAND GUIDELINES OUR VOICE IS ENERGETIC, FEARLESS, HUMAN. Fans visiting Stadium Australia BE CLEAR MIX THINGS UP BE RUTHLESS experience extremes of emotion. This We’re speaking to a wide audience Short sentences pack a punch. So use When you’re writing, try to be aware exhilaration is something we want to WHAT WE so keep the language simple. Don’t them. But don’t overuse them. Because that Any words that you don’t need convey in our brand voice. Especially in use long words when a short one will any repeated sentence rhythm ends up to have in your work are just slowing headlines. do. And remember, Stadium Australia becoming monotonous. down your communication. So don’t be events are exciting as they are. You afraid to bring out the red pen and get But like a real person our voice has don’t need to oversell them. Go light on rid of them. range, this can be heard in our body the adjectives and they’ll make more of copy. Its character stems from our an impression. key principles: brave, fan friendly and captivating. And although our voice has KEEP ACTIVE LOOK TWICE SOUND the confidence and energy of being a national icon, it’s not overbearing. We Use active voice to add energy to your When you’re done, have a look back leave plenty of space for the brands we work. For example: “Angus Young over your work and ask yourself, “Is this host to shine as well. whipped the crowd into a frenzy”. Not clear?” And “Is it exciting?” If not, roll “The crowd was whipped into a frenzy up your sleeves and sharpen it up. Here’s some helpful tactics to get you by Angus Young.” LIKE started. 26 STADIUM AUSTRALIA BRAND GUIDELINES 27 STADIUM AUSTRALIA BRAND GUIDELINES 1. 2. 3. 4. PHOTOGRAPHY The Stadium’s photography plays an important role in its culture and event experience. In order to help represent and showcase the Stadium’s experiences publicly, we recommend using the styles in this brief to photograph the exciting experiences on 6. offer at the Stadium. 5. In Addition, this will allow the Stadium to deliver a consistent photographic style for each event. 1. ENTERTAINING AND LIVELY 5. USE UNIQUE PHOTOGRAPHIC walk, Stadium roof, tunnels or vantage Look for opportunities to showcase the STYLES points. Stadium’s atmosphere and energy in Feel free to explore unique styles, 8. CONSIDER LANDSCAPE interesting and dynamic ways. lenses and filters that could paint Particularly for the web, landscape the Stadium in a unique way or help 2. SHOW EMOTION photo shots are crucial to allow for copy 7. articulate the great experience. Think Look for candid opportunities that or messages to be placed alongside wide angle lenses or tilt-shift. allow you to capture the emotion of the focal points. moment. 6. CONNECT FANS WITH PLAYERS AND ENTERTAINERS 3. USE SHORT DEPTH OF FIELD Get up close with players and fans, Use extreme short depths of field to showcasing the personal and close create a single focal point on images. connection during events. 4. FAN FRIENDLY AND FUN 7. FIND UNIQUE PLACES TO Find photo opportunities that PHOTOGRAPH FROM demonstrate the Stadium as a Fan Explore the stadium and its accessible Friendly place for families and their locations to find interesting points kids as well as everyday sporting that could be used to shoot events in enthusiasts. interesting angles. Think the gantry 8. 30 STADIUM AUSTRALIA BRAND GUIDELINES 31 STADIUM AUSTRALIA BRAND GUIDELINES MEET OUR PARTNER STADIUM NAMING RIGHTS This version of the logo mark will be most visible to Australians and the media. It expresses a harmonic duo of brands, coming together to shape Australia’s home ground. 32 STADIUM AUSTRALIA BRAND GUIDELINES 33 STADIUM AUSTRALIA BRAND GUIDELINES HORIZONTAL LOGO REVERSE LOGO For the brand to communicate clearly and powerfully, it’s essential the ANZ In many applications, including signage and collateral, the Brandmark must appear Stadium Brandmark is applied correctly and consistently. on a Deep Current background. Where this occurs, the logotype appears in white and the Symbol is reproduced in ANZ Stadium Ocean Blue, as illustrated. This is Both wordmark and Symbol are depicted in ANZ Stadium Ocean Blue and the the preferred application of the wordmark uses Myriad Pro for the typeface of the word ‘Stadium’ which represents Brandmark as it helps to distinguish the Symbol. the ANZ brand. The tagline uses Proxima Nova Extra Condensed Bold Italic. The use of both brands’ typographic elements represent the strong partnership between each. They are set within specific proportions and relationships. The wordmark and Symbol must never be recreated in any way by either manual or electronic methods. Please ensure you only use master logo files. WITH TAGLINE WITHOUT TAGLINE REVERSE WITH TAGLINE REVERSE WITHOUT TAGLINE 34 STADIUM AUSTRALIA BRAND GUIDELINES 35 STADIUM AUSTRALIA BRAND GUIDELINES BLACK AND WHITE USAGE MINIMUM CLEAR Wherever possible, the full colour version of the Brandmark should be used. However, where the use of the preferred full colour Brandmark is neither possible SPACE & ALIGNMENT nor suitable due to specific restrictions on cost, sponsorship or manufacturing methods, the black or white version can be used. When subtle identification is required, the Brandmark or the Symbol may be reproduced as a blind deboss or a When using any of the Brandmarks, a clear space area guarding against the varnish. encroachment of typography, illustrations or any other graphic element must be maintained. In the vertical format, the Brandmark should always be centred BLACK VERSION WHITE ON BLACK VERSION through the Symbol and not through the full width of the Brandmark. There are some applications where the clear space rule is by necessity different, for example in signage and online applications. Unless you are dealing with a specialised application with its own guidelines, the clear space shown here must be adhered to. The preferred position of the Brandmark in any format is aligned right on any item Use the A in the ANZ logo as a guide for correct spacing. it is being applied to. If circumstances do not allow this, the Brandmark may be aligned differently as long as clear space guidelines are adhered to. BLACK VERSION - NO TAGLINE WHITE ON BLACK VERSION - NO TAGLINE Use the A in the ANZ logo as a guide for correct spacing.