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Armstrong Creek Town Centre Visual Branding Guide
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Introduction

The Armstrong Creek Town Centre (ACTC) Visual Branding Guide has been developed to support the key pillars underpinning the ACTC. These are:

  • Sense of place and community
  • Sustainability
  • Local employment and business
  • Better transport options
  • Housing choice diversity and affordability
  • Accessible integrated and adaptable community facilities

Armstrong Creek Town Centre branding images

The ACTC is the commercial and civic heart of the Armstrong Creek growth area and will be developed as an iconic location for people to shop recreate and access higher order services. Integral to establishing community ownership of the ACTC is the creation of a sense of place that is not dominated by any ownership pattern or commercial activity. Branding is a means of unifying the various uses across the ACTC with a common symbology that resonates with the community tenants and general users of the ACTC.

Underpinning the ACTC is a series of great places for the people that evoke a sense of civic pride interest and enjoyment. The buildings and public spaces will provide a variety of experiences services and facilities for locals to 3 use and enjoy as it facilitates economic social and cultural development.

The ACTC will provide for prosperous unique and complementary local business. Opportunities are established for employment throughout the centre. The ACTC Precinct Structure Plan creates opportunities for a mix of commercial retail and residential uses to establish in the short medium and long term as the Town Centre evolves. This will create the ACTC as a destination in its own right; a place to shop work and play. Key sites within the Town Centre will be developed to optimise a mix of uses playing a key role in the urban structure of the centre.

The ACTC Precinct Structure Plan requires the implementation of the ACTC Visual Branding Policy to deliver the vision for the Precinct.

Environmental Sustainability is a key pillar of both the vision and implementation of the ACTC with the vision of a ‘worldclass integrated environmentally sustainable community’ as a key driver of the visual identity development. The strong emphasis on sustainability is reflected in the colour palette and symbolism of the ACTC brand mark.

The Armstrong Creek Town Centre Visual Branding Policy applies to all planning permit applications that seek approval for signage within the ACTC. The ACTC is defined by the land bounded by Surf Coast Highway Boundary Road Burvilles Road and Barwarre Road. (refer Figure 1).


Figure 2: Primary Secondary and Discretionary Precincts
Click to Enlarge Image

Figure 1 - Armstrong Creek Town Centre Concept plan


Purpose

The purpose of the ACTC Visual Branding Guide and subsequent Policy is to:

  • Establish a consistent identity for the ACTC as a new commercial and civic heart of the Armstrong Creek Urban Growth Area (ACUGA); and.
  • Provide clear guidance in the use and implementation of the Brand Mark across the Precinct.

It is not the purpose of the ACTC Visual Branding Policy to provide explicit controls regarding signage buildings and works or other components of development already controlled through the Greater Geelong Planning Schem

Useful Documents