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REDFERN-Brand Identity Guidelines(25p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
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REDFERN-Brand Identity Guidelines(25p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
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REDFERN BRAND IDENTITY GUIDELINES 1
Brand Identity Guidelines
REDFERN BRAND IDENTITY GUIDELINES 2
CONTENTS
3 Introduction
4 What is a Brand?
5 Our Brand
7 The Primary Logo
11 The Secondary Logo
15 Isolation Zones
16 Positioning Rules
17 Incorrect Usage
18 Co-Branding
19 Primary Typeface
20 System typeface
21 Photography
23 Sample Applications
Brand Identity Guidelines
REDFERN BRAND IDENTITY GUIDELINES 3
The Redfern area encompassing Redfern, Waterloo,
Darlington and Eveleigh is undergoing significant change.
The population has become a diverse community with a
wide social mix through a range of housing development
and socio-economic factors.
There has been a recent increase in cultural activities,
new business development and major refurbishments
including National Centre of Indigenous Excellence,
Redfern Street, Rabbitohs Football and Leagues Club,
Channel 7 and the Redfern Park and Oval. Redfern has
the potential to become a thriving inner city destination
that embraces its past, present and future.
The Redfern brand aims to promote the Redfern area as
a destination that is welcoming and vibrant - both for the
local and wider community.
The Redfern brand is an opportunity to unify the
precinct and help build a strong community spirit. The
objective of the brand is to function as a lens through
which every marketing, public relations activity and
customer interaction embodies a unified vision of
fresh energy, revitalisation, professionalism and
character - consistent with the businesses and local
residents that live in the precinct.
Introduction
REDFERN BRAND IDENTITY GUIDELINES 4
A brand is a collection of tangible and intangible
attributes that resonate whenever the brand is
experienced. The benefits of a brand can be emotional,
ie how it makes one feel and rational, ie the tangible
reward that one gets from it. It lives in the mind of your
target audiences.
A brand essence is the inspiration, vision and reason for
being. Brand values are what the brand stands for and
what it believes in.
For a brand to be successful it must be defined, nurtured
and championed.
The brand essence and values provide a benchmarking
code by which activities that promote the brand can
be measured.
What is a Brand?
Primary Target
• Residents/Businesses
• People within a 10km radius + residents, workers,
students etc who pass through the area regularly.
Residents and
businesses
Regular visitors
to the area
Tourists
Sydneysiders
Target Market
Secondary
Markets
WHO IS THE REDFERN BRAND FOR?
REDFERN BRAND IDENTITY GUIDELINES 5Our Brand
BRAND PURPOSE
To champion Redfern as a landmark destination
demonstrating respectful and positive transformation;
• Unique place to live, work, play and learn
• Open to all – current and future residents
• Embracing the future with an understanding of the past
• Stimulating the local economy
• Socially responsible
• Attracting innovative businesses
• Addressing fragmentation
• Turning around negative perceptions
BRAND PROMISE
Redfern is a special place in Sydney and the world.
Building on our foundation as the heart of urban
Aboriginal Australia, we are alive with art, music, culture
and ideas.
Our social and physical heritage means we have a special
story to tell that enriches understanding of what it is to
be an Australian.
Our originality, vibrancy and positivity makes us a
destination for forward-thinking people and businesses.
Our sense of mutual respect means we have a strong
community spirit, welcoming to all.
BRAND ESSENCE
Our brand essence is “Welcoming Spirit”.
“Welcoming” means:
Receive gladly
Open to all
Approachable
Convenient
Embracing
Responsive
Respect for others
Accessible
‘Spirit’ means:
Boldness
Character, vigour,
Courage, enthusiasm, guts
Energy, enterprise,
Substance, will, heart, humour
Liveliness, motivation, zest
Resolve, sparkle,
Spunk, warmth
BRAND VALUES
Vibrant
Diverse
Living culture
Forward thinking
It should be noted that a brand essence and values are
not intended to be market facing and should therefore
never be used as promotional language eg a strapline.
They are intended as a code by which the brand lives and
breathes and enables it to be managed so that it delivers
on its promise.
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