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.