Brand Style GuideIf you need further assistance regarding the correct use of Fleurieu Coast brand contact Freerange Future.

What is a style guide? ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Values and culture ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Rationale ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Components of the brand ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Horizontal Logo ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Vertical logo ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

The tagline and icon ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

File types & usage ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8File naming convention ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9File naming of the Horizontal Logo ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10File naming of the Vertical Logo ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11File naming of the Icon ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12File naming of the Tagline ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Clearspace and minimum size ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Orientation ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Incorrect use ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Colour palette ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Fonts ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Email Format ........ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Contents

1

What is a style guide?

A style guide is a simple and comprehensive description of an organisation’s brand, detailing the brand structure and values, the visual elements and their appropriate application across media.

It is an essential reference tool for presenting a new brand to maximum effect both within the organisation and to the public. Please present your brand consistently, so your business face becomes something your public comes to know and trust.

2

Fleurieu Coast Values

Friendly rural community We all know each other, and we look out for each other.

Environmentally conscientious We use our land to produce things, and we take care of it in return.

Irreverence and quirk We’re different and happy to be that way, and we like that our day-to-day experiences are remarkable to others.

Individuality We reject profiteering commercialism in favour of ethical and sustainable local business and local characters.

Untouched rugged beauty Our place is clean and unpolluted. Our beaches are amongst the best in the world, and love that they are uncrowded. The coastline is rugged, the air is clear, nature is abounding.

Space We have space to move and think. There is a sense of peace and it is relaxing to be here.

Pride We love our region, and are proud of this place being our home.

3

The visual identity was created with the values and character of Fleurieu Coast at the heart of it’s creative execution.

The tagline ‘Made by Nature’ encapsulates the values of the people; human, quirky and friendly.

Fleurieu Coast type and positioning represents the foundation by which everything is supported; strong, solid and trustworthy.

The colour suite of red; coastline, cliffs and sunsets – blue; fresh, clear and relaxed represents the sky and the colour of the ‘Mediterranean’ water – yellow; fun and the sun.

The icon represents where the rolling hills meet the sea, a memorable environmental feature. The icon may also represent a person, or the Fleurieu Coast land mass (red shape) with Kangaroo Island also represented (yellow shape).

Rationale

CHARACTER

BeautifulCleanEthicalFreshFriendlyIndividualPeacefulProudQuirkyRelaxingRuggedRuralSpaciousSustainableUntouched

4

Components of the visual identity

These graphic elements that make up the brand mark. This style guide describes how to apply ‘locked’ versions of a variety of logo configurations. This guide will describe the use for the locked versions only.

The logo can also be ‘broken’, which means the graphic elements can be used in isolation. Explaining the parameters for doing so is too complex to express within this guide.

The Icon

The Logotype Tagline

5

The horizontal logo and tagline

When to use the horizontal logo

This is the formal ‘locked’ application of the logo. This means the icon and logo type stay in this configuration at all times.

Use this logo when presenting Fleurieu Coast in a space where audiences meet the brand for the first time, such as press advertising or street signage.

Use the horizontal logo when the space best allows for a portrait application.

6

The vertical logo and tagline

When to use the vertical logo

This is the formal ‘locked’ application of the logo. This means the icon and logo type stay in this configuration at all times.

Use this logo when presenting Fleurieu Coast in a space where audiences meet the brand for the first time, such as press advertising, or livery on a van.

Use the vertical logo when the space best allows for a landscape application.

7

Tagline and icon

When to use the logotype and icon in isolation.

These versions may be used for treatments where audiences have previously come into contact with Fleurieu Coast, and is incidental to the hero brand. Great uses in this instance is for merchandise such as tshirts, bags, caps and mugs.

A style guide is a simple and comprehensive description of an organisation’s brand, detailing the brand structure and values, the visual elements and their appropriate use across all media.

It is an essential reference tool for presenting a new brand to maximum effect both within the organisation and to the public.

What is a style guide?

8

File types and usage

JPGUse a .jpg for digital media such as email signatures, websites and film. 300dpi (high resolution) .jpgs have been supplied and are suitable for some print applications.A .jpg is a compressed image file. Most frequently used in an electronic capacity.

EPSUse an .eps for print applications of all sizes such as stationery, publications, banners, posters and signage.An .eps is a vector file which means it can be scaled to any size without degrading in quality. Please note: .eps can only be viewed using specific software such as Illustrator, Freehand or Photoshop.

PNGUse a .png for digital media such as email signatures, websites, film when a transparent background is required.A .png is a compressed image file most frequently used in an electronic capacity.

Freerange Future has supplied logos in a of variety file formats that cover the most common applications. When a supplier needs a working logo, they will inform you of the best file format suited to the task. The following file types have been supplied:

Instructions regarding correct usage for the Fleurieu Coast brand are within this section. These guidelines must be strictly adhered to. Applying the logos in a consistent way will instill confidence in the brand.

9

File naming convention

There are many types of image files that are used for many different applications. This guide will help you use the right file format for its intended purpose.

The files supplied to you are labelled like so:

File nameAll files will begin with: FEC_

TypeDescribes what it is: logo, tagline, icon

Colour profileeg. Spot colour, PMS, CMYK or RGB

TypeDescribes logo orientationHoriz = horizontalVert = vertical

Applied to backgroundPos = Positive (For white/light background)Neg = Negative (For black/dark background)

File typesFor different applications, .eps, .jpg, .png

FEC_(horiz)_(type)_(pos)_(colour).jpg

10

File naming: horizontal logo with tagline

FILE NAME

FEC_Horiz_Logo_pos_WhiteFiles suitable for print and online purposes when reproduction in black and white is required on a black or dark solid background. NOTE Black square is for indicative purposes only.

FILE NAME

FEC_Horiz_Logo_pos_BlackFiles suitable for print and online purposes when reproduction in black and white is required on a light or white background.

FILE NAME

FEC_Horiz_Logo_pos_CMYKFile suitable for conventional offset printing and digital printing purposes using 4 colour process.

See page 18 for further information regarding CMYK colours.

FILE NAME

FEC_Horiz_Logo_pos_spotFile suitable for conventional offset printing purposes using spot colours.

See page 18 for more information regarding spot colours.

EPS EPS

JPG

PNG

EPS

JPG

PNG

EPS

PNG

FILE NAME

FEC_Horiz_Logo_pos_RGBFiles recommended for digital on-screen purposes.

See page 18 for further information regarding RGB colours.

FEC_Horiz_Logo_Neg_(colour)All colour variations have also been created to be seen on dark/black backgrounds.

11

File naming: vertical logo with tagline

FILE NAME

FEC_Vert_Logo_Neg_WhiteFiles suitable for print and online purposes when reproduction in black and white is required on a solid black or dark background. NOTE Black square is for indicative purposes only.

FILE NAME

FEC_Vert_Logo_Neg_SpotHigh resolution file suitable for conventional offset printing purposes using spot colours.

See page 18 for further information regarding spot colours.

FILE NAME

FEC_Vert_Logo_Neg_RGBHigh resolution files recommended for digital on-screen purposes.

See page 18 for further information regarding RGB colours.

FILE NAME

FEC_Vert_Logo_Neg_CMYKHigh resolution file suitable for conventional offset printing and digital printing purposes using 4 colour process.

See page 18 for further information regarding CMYK colours.

FILE NAME

FEC_Vert_Logo_Pos_BlackFiles suitable for print and online purposes when reproduction in black and white is required on a white or light background.

EPS EPS

JPG

PNG

EPS

JPG

PNG

EPS

PNG

FEC_Vert_Logo_Neg_(colour)All colour variations have also been created to be seen on dark/black backgrounds.

12

File naming: icon

FILE NAME

FEC_icon_whiteFiles suitable for print and online purposes when reproduction in black and white is required on a solid black or dark background. NOTE Black square is for indicative purposes only.

FILE NAME

FEC_icon_spotFile suitable for conventional offset printing purposes using spot colours.

See page 18 for further information regarding spot colours.

FILE NAME

FEC_icon_RGBFiles recommended for digital on-screen purposes.

See page 18 for further information regarding RGB colours.

FILE NAME

FEC_icon_CMYKFile suitable for conventional offset printing and digital printing purposes using 4 colour process.

See page 18 for further information regarding CMYK colours.

FILE NAME

FEC_icon_blackFiles suitable for print and online purposes when reproduction in black and white is required on a white or light background.

Social Media icon use FEC_sun_icon_FB.jpgUse this for all social media profile uploads

EPS EPS

JPG

PNG

EPS

JPG

PNG

EPS

PNG

13

File naming: tagline

FILE NAME

FEC_madebynature_tagline_pos_blackFile suitable for conventional offset printing purposes using spot colours and for conventional offset printing and digital printing purposes using 4 colour process.

FILE NAME

FEC_madebynature_tagline_neg_whiteFile suitable for conventional offset printing purposes using spot colours and for conventional offset printing and digital printing purposes using 4 colour process.

EPS

JPG

PNG

EPS

JPG

PNG

14

Clearspace and minimum size

To ensure the brand logo appears clear of other graphic elements a clearspace has been defined. The clearspace is represented by the cap-height of the logotype. This is the minimum space required, however it’s recommended you allow for more clearspace wherever possible.

Minimum sizes are recommended to preserve legibility which is lost when represented too small.

x

x

x

xx

x

x

x

xx

33 mm23 mm

15

Orientation

Not recommended for square spatial orientation

Apply to a landscape spatial orientation.Not recommended for a portrait spatial orientation

Apply to a square spatial orientation

This version of the logo has been designed especially to be positioned in the bottom left hand corner. Do this when the application best suits.

Apply to a portrait spatial orientation

The logos are supplied as horizontal and vertical artwork. Therefore the orientation of the logo will better suit particular orientations of space.

16

Incorrect use

Do not distort scale or stretch the logo.

Do not use the logo against busy or disruptive backgrounds.

Do not distort scale or compress the logo. Do not change the colours of the logo.

Never apply the positive logo, on a dark background or the negative logo on a light background.

Do not enclose the brand within another shape.

17

Colour

Colour forms a strong part of Fleurieu Coast brand. The brand is made up of three colours that inform the identity.

Here are the colour modes explained:

SPOT

Spot colours are inked based colours used within the conventional offset printing process. Spot colours adhere to the Pantone Matching System (PMS). The Pantone Color Matching System is a standardised colour reproduction system. By standardising colours, different manufacturers in different locations can all refer to the Pantone system to make sure colours match without direct contact with one another.

RGB

The RGB (Red, Green, Blue) colour model is used for the sensing, representation, and display of images in electronic systems, such as televisions, computer monitors and mobile devices.

CMYK

CMYK (also known as process colour or 4 colour) is a colour printing process used within the offset and digital printing realms, in which colour is reproduced by printing a series of Cyan, Magenta, Yellow and Black ink dots onto a surface.

MONO (black and white)

Once commonly used for fax sheets and simple one colour stationery and print collateral – but is now must commonly used in sponsorship logo lineups.

18

Colour palette

Primary colour paletteThe primary colour palette is defined by the three colours used in the logo.

CMYK

The CMYK logo should be used for all four colour process or digital printing applications.

RGB

RGB (Red, Green, Blue) is the colour system used when designing for screens such as desktops, phone, email, apps and television.

Spot

The spot colour logo is used for all spot colour printing applications.

C 0M 11Y 100K 0

C 0M 0Y 0K 100

C 0M 79Y 83 K 0

C 23M 21Y 26 K 0

C 74M 0Y 17 K 0

R 255G 219B 0

R 0G 0B 0

HEX #ffdb00

HEX # 000000

HEX #f15c3b

HEX #c5beb5

HEX #00bbd3

R 241G 93B 59

R 198G 191B 182

R 0G 188B 211

PANTONE PMS 3115

PANTONE PMS 400

PANTONE PMS 108

PANTONE PMS Black 2

PANTONE PMS 171

19

Typography

The correct use of typography is imperative in retaining visual consistency across all Fleurieu Coast touch-points.

The brand uses print fonts; Amsi and Hind. When using fonts online stipulate Etica Compressed Black for headlines and Hind for body.

Infrequently these fonts will not be available such as email templates and e-newsletters, where we suggest the system font Aerial to be stipulated.

20

Fonts

Print typefaces

Webfont typeface Use for heading LFT Etica Compressed Black in any online application. It is available in typekit. Use hind font family for online body. It is a google font.

Default online fontArial is used when the above fonts are not available. A situation where Arial will be used is with email browser windows.

Arial Regular Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Headings AMSI Regular Body copy Hind Family

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

LFT Etica Compressed Black Body copy Hind Family

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

21

Email

In any email browser you will be able to hard code a signature to be automated everytime you send an email. Search within your browser for signature and you’ll be able to type in your details.Emulate this type setting into your signature field:

First, Last name Title

Fleurieu Coast Made by Nature Phone Address Line 1 Address Line 2www.fleurieucoast.com.au

Arial Bold, 12pt, black Arial Regular, 12pt, black

Arial Bold, Arial Regular #00bcd3 Arial Regular Arial Regular Arial RegularArial Bold, 14pt, #00bcd3

If you need further assistance regarding the correct use of Fleurieu Coast brand contact Freerange Future.

The Creative Director office@freerangefuture.com

www.freerangefuture.com