Brand Mark
Brand Mark - Greyscale and Mono Versions
In one-colour applications such as press advertising corporate documents faxes or photocopying it will be necessary to use the greyscale or mono version of the ACTC brand mark. Also where the quality of reproduction is in doubt the mono brand mark may be used.
The mono version of the ACTC brand mark is never to be reproduced in any colours from the corporate colour palette range (refer to page 14) or any other colour. On selected solid backgrounds the brand mark is reversed out (refer to page 15).
Corporate Colour Palette - Primary
Click to Enlarge Image Colour provides a powerful means of visual recognition. The ACTC primary colour palette is aligned to provide creative flexibility while establishing a consistent and recognisable corporate image across all ACTC applications.
| CMYK | CMYK refers to the colour values used in four colour process printing for offset print or laser printers. When printing digitally use these colours as a guide supplemented with your printer’s digital colour swatch. Testing in this situation is recommended to achieve the best results |
| PMS | PMS (Pantone) refers to the colour system used in printing spot colours in offset printing. It is recommended to print using PMS colours for the highest of quality in colour reproduction. |
| RGB | RGB refers to the colour values used for online and desktop applications; websites email signatures Microsoft Office documents and presentations. |
| Dulux | Please refer to the Dulux colour swatches when working with paint. It is recommended you consult a paint specialist to ensure the best colour match and the appropriate type of paint is selected. |
Corporate Colour Palette - Secondary
Click to Enlarge Image A secondary colour palette has been developed to further enhance the visual language and core brand values of the ACTC visual identity. The secondary colours are to be used as complimentary colours only and must not override the primary colour palette. Examples of use are for brochures newsletters posters and online applications. If you are unsure about the usage of the secondary colour palette please phone the City of Greater Geelong Communication and Marketing Unit on 03 5272 5272.
Corporate Typeface - Primary
Typography plays an important role for the ACTC visual identity. The typeface selected to represent ACTC’s brand personality across all marketing communications is Kievit Slab. The Kievit Slab typeface is an extremely robust and elegant typeface. Kievit Slab should be used for body copy across all external communications such as advertising stationery reports and brochures. The secondary typeface Espuma Pro (refer to page 15) can be used in conjunction with Kievit Slab to create dimension and definition to layouts across ACTC communications/printed material.
Kievit Slab is an extensive typeface set containing Thin Extra Light Light Regular Book Medium Bold Extra Bold and Black Ultra with all weights available in italics. The fonts shown right; Light Book and Bold are the recommended font weights for most applications.
The minimum font size for the body copy of communications/ printed material is 8pt with a maximum of 10pt.
Click to Enlarge Image Corporate Typeface - Secondary
The font Espuma Pro has been selected as a secondary typeface to compliment the primary typeface Kievit Slab for all ACTC marketing communications.
Espuma Pro is a soft and friendly humanist sans-serif font that is recommended for headings and feature text.
Espuma Pro is an extensive typeface set containing Light Book Regular Medium Semibold Bold and Black with all weights available in italics.
The fonts shown to the right; Light Regular and Semibold are the recommended font weights for most applications.
Click to Enlarge Image Brand Design Elements
Design elements are provided as graphic tools to create a unique look and make ACTC memorable. These elements can be emphasised or played down individually to add visual interest and enhance the storytelling of the ACTC.
Leaf pattern
The leaf pattern depicted in the brand mark can be applied as a subtle design element to create interest and texture for design layouts.
Click to Enlarge Image Curling shapes
Utilising the curled red-gum leaf of the brand mark the inclusion of organic curling shapes helps to create visual interest by referencing the environment of the ACTC.
The design of this visual identity style guide showcases the application of the leaf pattern and curling shapes.
Brand design elements are not intended to be prescriptive but to ensure that all collateral remains true to the brand.
Click to Enlarge Image Applications - Construction Hoarding Signage
This design allows for developer logos to appear on the hoarding in conjunction with the ACTC visual identity.
Click to Enlarge Image Applications - Street Level Signage
Click to Enlarge Image