CHEAT SHEET Western Wilds is all about discovery and taking the road less travelled. We started from a very practical place, taking inspiration from navigation and signage. We took typographic cues from the stretched road type and part of the design language was informed by highway signage systems. We looked to the attitude of the Western Tasmania brand and explored the usage of some brand assets (typography, colours, photography, tone-of- voice) to better integrate this unique experience with the region. Standard Logo: The Western Compass plays on the idea that there is only one direction to go – west. The identity references the compass guiding our travellers in the right direction. The core idea behind this concept has an off-beat humour in keeping with the Western Tasmanian attitude. The compass device also fits easily into a broader and more versatile communications system that draws on the language and signage of being on the road. Story Logo: How To Implement Kerning Examples: The Story Logo: Kerned at +240 The type or ‘Story Ring’ around the compass is made from our secondary font - Work Sans Bold. To set the size of the font, refer to the diagram below. The point size should be set to half the size of the ‘W’ on the compass. 50% Kerned at +300 The system creates a united The outer copy ring is versatile, and recognisable (but flexible) allowing space for specific identity system. story stops. The central compass symbol Overall the system is designed and wordmark are the to facilitate ownership among The kerning can range between consistent core elements, story stops and build intrigue +220 & +350 depending on the creating recognition and among visitors driving the length of the copy. Place a ‘-’ coherence across all Western Wilds. between each story with a touchpoints. space either side. If you end Kerned at +350 up with un-even spaces, adjust the space between stories to make the type spread evenly. See examples to the right. Primary Font: Side Track Headlines: Taken straight from the tarmac to your screen. Work Sans Using the Western Tasmanian Bold ‘Side Track’ font, we have Headlines: manipulated it to reflect the style of type you see printed on roads all over Work Sans the planet. Semi Bold The best way to achieve Sub Headlines: this is to set the type first, then outline it and stretch Work Sans accordingly. Try to make it dynamic and varied as opposed to out of Medium Body Copy: proportion and distorted. Rule: Work Sans Don’t stretch the type more than double its original size. Regular Body Copy: THIS IS A MORE SIGN TO TREES Work Sans SAY YOU’RE LESS LOST PEOPLE Light Make nature feel big & mysterious. We want to tell a story with the image. The main reason we do this is to make the photography mainly about the landscape, after all that’s what will bring people to Western Tasmania. So keep the landscape at 90% and the people within in it at 10%. It also creates a sense of intrigue and mystery around the imagery. We can access some imagery from the West Coast Council. For licensing contact Christine Gray at West Coast Council. e: [email protected] 10 9 8 7 6 5 4 3 2 1 All images by Oliver Khe As with our typography, our colour palette comes from road signage and the nature that surrounds it. Try to use contrasting colourways and try to stick to 2 colours as seen below. The Western Wilds brand is honest about the remoteness and wildness of the region. Our tone of voice is directive and opinionated - like a compass that always points west. Whether we’re describing the rugged terrain, the people who thrive on the road less travelled, or calling out the experiences not-to-be missed, we are straight up and proud of just how remote and isolated Western Tasmania is. Off-beat humour is an important part of our voice, in keeping with the Western Tasmanian attitude. We aren’t funny for funny’s sake, but we call out observations that Wild Green Wild Orange Wild Blue Wild Black Wild Grey Wild Brown Wild Earth Wild White are quirky or unique to the region to build intrigue C:82 R:43 C:9 R:221 C:100 R:0 C:75 R:0 C:55 R:110 C:39 R:158 C:13 R: 106 C:9 R: 230 about Western Tasmania. M:36 G:107 M:71 G:104 M:88 G:41 M:68 G:0 M:49 G:108 M:35 G:150 M:12 G: 102 M:6 G: 231 Y:75 B:79 Y:74 B:77 Y:36 B:87 Y:67 B:0 Y:55 B:100 Y:44 B:130 Y:22 B: 92 Y:6 B: 232 K:24 K:0 K:34 K:90 K:19 K:3 K:0 K:0 For instance, instead of: Straight to message bank No phone signal next 50km P147-14U P45-14u P103-16u P179-16U P170-10U P169-8U P13-1U P179-2U Eat local grub Suggested Colourways We say… Always lost No phone, no reception, nowhere More trees, less people If you’re not lost, you’re not here Off the grid, on the road A guide to nowhere Nothing up ahead Est. B.C. A longcut 4569km from work Adventure takes time Discover nowhere West of centre A road never travelled Discover quiet Be quiet Discover nothing No one else will be here A road less travelled You won’t see a soul JCDecaux Posters Bumper Sticker westernwilds.com.au 11 Sticht Street PO Box 63 Queenstown, TAS 7467 P: 03 64 714 700 When a visitor encounters E: [email protected] a Story Stop they need to be rewarded with a good story that piques their interest, makes the smile, brings a tear to their eye, or promotes a conversation. Dear Tom, Specifcally, each Story Stop should... Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip • Tell a story of the location in a creative ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu and interesting way, through an object /item, installation, artifact or even audio fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui offi cia deserunt mollit anim id est laborum. • Can be as small as something on the back of a restaurant menu, room compendiums, Each Story Stop will require through your tour commentary and separate consideration of the Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam The themes for the Story Stops interpretation materials. requirements depending on rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. need to interpret one or more • Can be sculptural or incorporate a installation its size, scale and location Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni of some form of the following themes in dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia (Hero/Local) and location. • Reuse an existing structure or object(s), some way. dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore sculptural, landscaping, technological, et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercita tionem structural, industrial, monumental, etc. As an owner of a Story Stop, • Flaura/Fauna ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure • Can be event based/linked organisations/business reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, vel illum qui dolorem eum • Landscapes • Be iconic wilderness stories based on the site, /individuals would need to fugiat quo voluptas nulla pariatur? • Indigenous informed by and inspiring to the local communities consider the following: • Industry • Appeal to a wide range of visitor groups Regards, • Conservation/Environment • If possible, be ‘shareable’ on social media, The overarching concept of Instagram, YouTube,Facebook, etc. • Get the local community on-board with the idea Western Wilds each Story Stop in the Western • Encourage visitors to seek out other Story Stops • Identifying the location, place marker and story Wilds Project is to provide site • Include the Western Wilds logo • Permissions/Development Applications if required interpretation and storytelling. • Funding STORY STOPS ARE NOT: • Site/location preparation • Graphics panels (need to defi ne this further?) • Insurance if required • Interpreted through lengthy text panels • Ongoing maintenance of story stop and surrounding area/facilities • About your business (unless your business is the story i.e. Paragon Theatre) • Temporary • Disrespectful/Divisive WESTERNWILDS.DISCOVERY Story Stops Guide Letter Head it! These d of Stic rou ke p rs d ar an e fo ry r o y t o s u s t ld o i u W s n e r e a t s s y A GUIDE TO NOWHERE SPRING 2018 A GUIDE TO NOWHERE SPRING 2018 e o W u e s e h t e f fi o t . t r O a n p t r h u e o y f r s o t n a t h t o f w y o o h u S ’ r . e r e m t s e i n g u e r , i e n h t y o n u o r , s w h o o d p n i w Touring Route FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged.