Brand Guidelines: Townsville North Queensland - Up for unexpected

Brand Guidelines

Charters Towers

Understand our brand

A fresh, fun, authentic brand awaits.

These guidelines provide information designed to create visual consistency which will allow Townsville North Queensland to build strong brand recognition. Having a strong brand will ensure that Townsville North Queensland’s visual communication is easily recognised by consumers.

Within this document, brand elements that make up the Townsville North Queensland brand identity are presented, exploring logo variations, type, colour and imagery choices. Whilst also touching on how the Townsville North Queensland brand sounds, feels and looks.

The research

We asked visitors to learn about current perceptions, and how we can meet future travel trends.

Creative Process

Steer Co Kick Off

Digital Intelligence Review

7

Understanding stakeholder’s perception of the region and untapped future opportunities.

1 2

230K individual data points on Townsville North Queensland and competitors analysed.

Stakeholder consultation survey

Big Qual exploration

Audience Profiling using Roy Morgan Helix Personas to determine key markets that best align to brand position and how we market to them.

Brand Book Development

Determining our brand territory, brand values, look and tone of voice.

Harnessing the perspective and insight of local operators and residents with one on one consultations on our tourism offer.

The Lab Famil Experience

Speaking to 161 domestic travellers to identify their dominant and emerging travel needs and how we are placed to meet these.

9 3 4

8 10

Co-creation groups

Bridging campaign and brand uplift study.

Creative tag line development.

11

Quantitative Testing with 2,000 people audience.

48 hours of actively learning, immersing and observing in the destination. Meeting the locals, experiencing it first-hand.

4 x groups with potential Townsville North Queensland travellers to pressure test potential positioning territories.

12 5 6

Stakeholder Briefings and Feedback.

Our unique attributes

What we heard from our research

Not a cookie cutter experience

Unlike other destinations, Townsville is not a like a tropical theme park, it isn’t tacky and overdone.

Country town spirit

Different culture, it’s more laid back.

Townsville is an easy-going city with still enough country to care and it has its own North Queensland flavour.

Unfamiliar & unexpected growing & evolving city

Townsville would be a different experience to what I’ve had before on a holiday.

There’s so much economically happening. Really seeing momentum in the city.

Brand archetype studies

explorer

Goal: Finds fulfillment through discovery and new experiences. Seek paradise.

Traits:

Adventurous, ambitious, individualistic, independent, pioneering, freedom.

Drawback: Might not fit into the mainstream.

Marketing niche: Exciting, risk-taking, authentic.

Example: Indiana Jones, Jeep, Red Bull.

jester

Goal:

To bring joy to the world. Build a connection.

Traits: Fun, sense of humour, light-hearted, mischievous, irreverent.

Marketing niche: Help people have a good time or enjoy what they are doing, allow people to be more impulsive and spontaneous.

Example: Motley Fool, Ben & Jerry’s, IKEA.

Our brand story

There’s a lot to love about the Townsville North Queensland region. We are the authentic heart of regional Queensland.

We’d love to share our hidden treasures, our magical beauty with special people - Curious Explorers, as opposed to ‘fly and floppers’ wanting everything served up to them on a platter.

Yes, we’ve got luxurious pools to laze by and hatted restaurants to graze. But for those seeking new experiences, we have so much just waiting to be explored. Serendipitous surprises New stories Joy Wonder. We have a passion for our natural wonders that stretch from Charters Towers to our magnetic coast. We’re proud of it. We preserve it.

We have a song in us which we’d love to share.

ZOE FALLS - HINCHINBROOK ISLAND

learn about roy morgan

We’re a place for Curious Explorers.

Eager to share our hidden treasures with special peopleCurious Explorers, as opposed to ‘fly and floppers’ wanting everything served up to them on a platter.

Jump into our brand, with an open heart and mind, explore and understand our core values by celebrating and exploring our incredible regions - Townsville, Magnetic Island, The Burdekin, Charters Towers, Hinchinbrook, Palm Island Group and The Great Barrier Reef.

Our Curious Explorer market profile has been derived from Roy Morgan’s Helix Community and Persona data.

Helix Personas is a powerful psychographic consumer segmentation and data integration tool that combines sophisticated psychographic, attitudinal and behavioural data to classify the Australian population into 54 unique personas, grouped into 6 communities and geo-projected down to postcode level. Far beyond simple demographics, Helix Personas incorporates values, beliefs and attitudes which are the best predictors of consumer behaviour and media consumption.

Townsville North Queensland’s target audience has been categorised into two groups:

SUSTAIN

largely drawing from our built awareness across intra-regional markets, the Communities of 500 and 600 are to be considered a market to sustain, requiring low effort to bring to region (our ‘visiting friends and relatives’ market).

GROWTH

the biggest opportunity for our destination is from metro and interstate markets, and covers the Communities of 100 and 400 (with some Personas from 200 and 300).

17.8 million key Audiences

National audience size

Reference: Roy Morgan Helix Personas

Our brand promise: Discover the unexpected.

The stuff the best kind of adventure stories are made of. And what our Curious Explorers live for! Leveraging our strengths and unrivaled power to surprise and delight our visitors. Discovering something you didn’t know you were looking for or think possible. Experiencing something new, different, or familiar, but with a twist. Sparking feelings of surprise and delight. Fascination and wonder. Opening your eyes to the world around you.

Our brand opportunity

A place that’s transforming. Lesser known and often underestimated –we’re genuinely ripe for discovery.

An offer increasingly relevant to the mindset of the emerging Experiential Traveller audience.

We’re for Curious Explorers

Open-minded & curious. Not afraid to be different. Seek places of substance.

Our core values

• Inquisitiveness

• Originality

• Determination

• Fun

• Belonging

Tone of voice

• Playful

• Insightful

• Genuine

• Passionate

Visual codes

• Colour and contrast

• Wide angles, expansive views

• Points of interest and intrigue

• Raw and unfiltered

Positioning pillars

• Fresh Perspectives

• Lost Worlds

• Taking it to the next level

• Eclectic Twist

Our positioning pillars.

Inspire fresh perspectives

Continually learning, evolving and inspiring others by shining a light on nature’s story.

Explore hidden worlds

Keepers and preservers of our authentic Australian history, culture and natural wonders.

Taking it to the next level

Fostering and forging an international profile for the North.

Experience eclectic twists

Natural charm and quirks that make the location unexpected, surprising and fun. Connecting people with the spirit of the place.

Inspire fresh perspectives.

Continually learning, evolving and inspiring others by shining a light on nature’s story.

what’s some of the proof:

• Leading edge eco-tourism credentials

• Named in the top 100 sustainable destinations in the world

• Home to leading thinkers and passionate experts in reef conservation; working from one of the world’s largest living coral reef aquariums - Reef HQ Aquarium

• A thriving Island community - Magnetic Island

• Master Reef Guides

• Museum of Tropical Queensland

• Headquarters of the Great Barrier Reef

Explore lost worlds.

Keepers and preservers of our authentic Australian history, culture and natural wonders.

what’s some of the proof:

• A rich First Nations history of our traditional custodians

• Largest urban centre north of the Sunshine Coast

• The capital of North Queensland

• World Heritage locations

• Australia’s largest single-drop waterfall - Wallaman Falls

• Biggest National Park island on the Great Barrier Reef - Hinchinbrook Island

• Museum of Underwater Art

• 300 days of sunshine every year

• Genuine Australiana

• Gold history of Charters Towers - “The World”

Taking it to the next level.

Striving to be the best at what we do to set a new standard in the North.

what’s some of the proof:

• Hatted restaurants and fine dining

• Luxury, new accommodation - The Ville, Orpheus Island, Ardo

• World-class events e.g. Stadium, track, sea and stage

• Contemporary urban offering

• Operator accreditation

• Arts and culture scene - Dance North, Australian Festival of Chamber Music

Experience eclectic twists.

Natural charm and quirks that make us unexpected in surprising and fun ways.

what’s some of the proof:

• Topless cars on Magnetic Island

• Characterful architecture

• Tropical flavours

• Island co-working space

• International standards of urban art

• Heart pumping hikes in the CBD

• Texas Longhorns

Our brand values.

Determination

Belonging

These are the values that we stand-by and that reflect the unique personality of Townsville North Queensland.

Tone of voice.

Playful

WE ARE

• Bright and upbeat.

• Not afraid to reveal our quirk and flair.

• Avoiding tired Tourism industry vernacular.

Insightful

WE ARE

• Interesting and thoughtprovoking.

• Being highly attuned to ourselves and others.

• Seeing and putting words to unspoken, interesting human-truths.

Genuine

WE ARE

• Uncomplicated and

• Straight-talking.

• What you see is what you get.

• An instant mate who loves a yarn.

Passionate

WE ARE

• Energetic and driven.

• Always willing to give things a crack.

• Always looking on the bright side.

• Putting your whole heart into everything you do.

WE’RE NOT

• Flamboyant or attention-seeking.

WE’RE NOT

• Over-intellectual or selfinvolved.

WE’RE NOT

• Narrow-minded or onedimensional.

WE’RE NOT

• Boring or shy.

Our unique personality is captured in our tone of voice.

It’s also how we distinctively stand out in a cluttered tourism landscape.

Brand Anchor

Logo Variations

How to co-brand

Logo Usage

Primary Type

Secondary Type

Colour

Supporting Elements

Imagery

Artwork Files

Brand assets

SECTION 2

Our brand anchor. (Tagline)

Our brand anchor is an important element that accompanies the Townsville North Queensland Brand elements. It is the simplified way of communicating the core principles of who our brand is through a visual element.

It is important to acknowledge that this single tagline is not the Townsville North Queensland brand as a whole but one part of our Brand Identity. The brand as a whole is a collection of all visual elements combined together. It is with imagery, colour and tone of voice that the Townsville North Queensland brand comes to life.

The Up for unexpected tagline is to be viewed as the essence of the Townsville North Queensland Brand.

Behind the tagline

Demonstrating our geographical location and posing a challenge to our Curious Explorers to consider a new holiday destination.

Heroing our unrivaled power to surprise and delight.

How to use (and not to use) our brand assets.

You may only use the Townsville North Queensland Brand Assets provided by Townsville North Queensland and as in accordance with the Brand and Style Guidelines, including the do’s and don’ts outlined below:

• Do not use the Townsville North Queensland Brand Assets as part of any of your own trademarks, logos, company names, icons, product or feature names, domain names, social media handles, or avatars. For example, do not physically combine or intermingle any Townsville North Queensland Brand Assets with your own trademarks or logo; they must remain separate.

• Do not modify the Townsville North Queensland Brand Assets in any way, including by changing any colors or dimensions, obstructing or printing over any part of the asset, or adding your own design elements.

• When you are designing your own website and marketing materials, do not imitate the distinctive look and feel of any of Townsville North Queensland’s website, apps, logos, trade dress, slogans, taglines, color scheme, icons, or marketing materials.

• Do not use any Townsville North Queensland Brand Asset in a damaging or derogatory way, or in connection with any social media.

The brand mark and tagline are currently undergoing trademark registration. If you have questions about this guide or proper use of the brand assets, please contact hello@townsvillenorthqueensland.com.au

pre approval process

We love our brand and can’t wait to see it out in the wild. For collaborations or approval to use any of the brand assets in your own marketing, please ensure you reach out to receive pre-approval before any marketing is released to the public.

Send an email to our team via hello@townsvillenorthqueensland.com.au

Primary logo mark

The full colour (teal) version of the Townsville North Queensland logo is the preferred version and should be used where possible.

The mono (black) and reverse (white) versions of the logos may appear over uncluttered imagery and block colouring. Making sure that the contrast between the logo and image is high enough to maintain legibility.

Versions

PNG files support transparency and are good for web and Microsoft Office usage if the file size is not too large.

JPEG files are good for web due to the ability to manage file size, but lossy compression is used and transparency is not supported.

EPS files contain PostScript code, which is used for storing font and vector image information and doesn’t lose quality when scaled to a large size.

PMS a universal color matching system used primarily for printing, Pantone Matching System.

townsvillenorthqueensland.com.au

Tagline

The full colour (teal) version of the Townsville North Queensland tagline is the preferred version and should be used where possible.

The mono (black) and reverse (white) versions of the logos may appear over uncluttered imagery and block colouring. Making sure that the contrast between the logo and image is high enough to maintain legibility.

Versions

PNG files support transparency and are good for web and Microsoft Office usage if the file size is not too large.

JPEG files are good for web due to the ability to manage file size, but lossy compression is used and transparency is not supported.

EPS files contain PostScript code, which is used for storing font and vector image information and doesn’t lose quality when scaled to a large size.

PMS a universal color matching system used primarily for printing, Pantone Matching System.

townsvillenorthqueensland.com.au

Logo mark lockup v1

The logo mark lockup is used as our primary identifying mark.

There are two lockup versions, one with th tagline sitting first then logo and the second version is opposite. There are two options as different applications may require different version placement.

The full colour (teal) version of the Townsville North Queensland logo lockup is the preferred version and should be used where possible.

The mono (black) and reverse (white) versions of the logos may appear over uncluttered imagery and block colouring. Making sure that the contrast between the logo and image is high enough to maintain legibility.

Versions

PNG files support transparency and are good for web and Microsoft Office usage if the file size is not too large.

JPEG files are good for web due to the ability to manage file size, but lossy compression is used and transparency is not supported.

EPS files contain PostScript code, which is used for storing font and vector image information and doesn’t lose quality when scaled to a large size.

PMS a universal color matching system used primarily for printing, Pantone Matching System.

Versions

PNG files support transparency and are good for web and Microsoft Office usage if the file size is not too large.

JPEG files are good for web due to the ability to manage file size, but lossy compression is used and transparency is not supported.

EPS files contain PostScript code, which is used for storing font and vector image information and doesn’t lose quality when scaled to a large size.

PMS a universal color matching system used primarily for printing, Pantone Matching System.

townsvillenorthqueensland.com.au

SECTION

Stacked

The stacked lockup is to only be used where the other logo versions are not suitable and only when needed to suit a specific graphic size/location.

The mono (black) and reverse (white) versions of the logos may appear over uncluttered imagery and block colouring. Making sure that the contrast between the logo and image is high enough to maintain legibility.

Versions

PNG files support transparency and are good for web and Microsoft Office usage if the file size is not too large.

JPEG files are good for web due to the ability to manage file size, but lossy compression is used and transparency is not supported.

EPS files contain PostScript code, which is used for storing font and vector image information and doesn’t lose quality when scaled to a large size.

PMS a universal color matching system used primarily for printing, Pantone Matching System.

townsvillenorthqueensland.com.au

Logotype

The full colour (teal) version of the Townsville North Queensland logotype is to only be used when necessary.

The mono (black) and reverse (white) versions of the logos may appear over uncluttered imagery and block colouring. Making sure that the contrast between the logo and image is high enough to maintain legibility.

Versions

PNG files support transparency and are good for web and Microsoft Office usage if the file size is not too large.

JPEG files are good for web due to the ability to manage file size, but lossy compression is used and transparency is not supported.

EPS files contain PostScript code, which is used for storing font and vector image information and doesn’t lose quality when scaled to a large size.

PMS a universal color matching system used primarily for printing, Pantone Matching System.

townsvillenorthqueensland.com.au

Incorrect usage

It is critical that the Townsville North Queensland logo appears accurately and consistently.

Minimum size

The logo needs to be large enough and have a clear zone around it to be most effective.

The minimum print reproduction size of the logo is 15mm wide.

Tagline

townsvillenorthqueensland.com.au

Do not distort the logo. Ensure proportions remain correct when scaling.

Do not rotate the logo.

Do not remove any elements or crop the logo.

Do not alter the colours of the logo or add outlines.

Clear zone

The clear zone should always be free of any other imagery, graphics or text in order to preserve the logo’s integrity and legibility.

The ‘clear zone’ around the logo should be no smaller than the size of the letter ‘s’ in the logo at the time.

Placement

DO NOT place the logo inside of shapes.

DO NOT place logo over busy imagery, over faces or important visual elements within images.

DO

When placing logo over imagery, make sure that the logo is visually readable.

DO

Use block colour to help the logo/ messaging stand out of campaign visuals. Making sure the placement of content is visually attractive and easy to read.

Primary type

Avenir LT Pro

The font family used within the Townsville North Queensland brand is the Avenir Family, a highly legible font that optimises well for print, web, and mobile interfaces.

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456790

Headings, Sub-headings

Avenir 85 Heavy

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456790

Avenir 95 Black

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ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456790

Depending on the use and application, choose text colour wisely. Sticking to black, grey and white as primary usage. Introducing colour if visually readable and works well with creative output.

townsvillenorthqueensland.com.au

Avenir 35 Light

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456790

Avenir 65 Medium

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456790

Secondary type

Palmer Lake Regular

The secondary type used within the Townsville North Queensland brand is Palmer Lake.

Strictly to be used as a supporting type element, through heading or other creative campaign uses.

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012345679

Headings

Supporting brand colours are encouraged to be used with this typeface. Being mindful of visual readability of creative output.

Body

Avenir 35 Light

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456790

Avenir 65 Medium

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

townsvillenorthqueensland.com.au

123456790

The dominant colour to be used throughout Townsville North Queensland collateral will be Teal Waters, tastefully accompanied by the surrounding colour palette.

White, black and grey will be used throughout to anchor graphic elements whilst still using the bold colours, to speak to the brand’s playful persona.

Tints

Tints of primary colours may be used when full strength colour application feels too heavy, or when applying a tint behind text, charts or tables.

Usage Examples

A chart providing examples of how the Townsville North Queensland colours may be used in certain applications is displayed. As this brand explores playful elements, colours that usually may not be paired together may make an appearance as long as the readability is visually appealing.

townsvillenorthqueensland.com.au

Colour Accents Backgrounds Very Sparingly

A supporting stamp logo to be used in certain applications, especially if the space is smaller in size (digital adverts or merchandise items).

*Proir permission and approval required to apply the Stamp to any marketing materials.

townsvillenorthqueensland.com.au

Example of use

Depending on the intended use for the Stamp, the circular shape can be removed to suit a specific space as required.

Example where this is permitted is for smaller applications such as social media display images and web uses.

Making sure when using this logo variation that the letters of the stamp logo is large enough to still be visually read.

Minimum sizing of Stamp placed on marketing materials is displayed below.

Imagery

Images are used to help convey messages and add aesthetic value in both printed and digital materials. It is important to use images that suit the application, taking into consideration the relevance of the subject matter and technical specifications including colour, size and file type.

Image relevance & appropriate crediting

It is best to select images that are relevant and current. Check the age of the image – avoid using dated images that do not represent the region as it appears today, e.g. missing buildings, old signage etc. Remember to credit images when required. If unsure about the details of a particular image, check with the Digital & Design Executive.

Image size & resolution

Image resolution refers to the amount of detail an image holds. High resolution images have more image detail than low resolution images. Resolution is determined by the number of pixels per inch (PPI). To ensure optimal reproduction quality, images intended for printed applications should have a resolution of 300 PPI (high resolution), whereas images intended for web can have resolutions as low as 72 PPI. The lower the resolution, the smaller the file size, the faster the image loads online. The higher the resolution, the larger the file size, but the better the quality.

To check the resolution of an image: Right click image file > Properties > Details > Resolution

Image colour

As well as choosing an image that suits the application visually when it comes to ‘colour’, there are also technical properties to take into consideration. The two basic color modes that you’ll often encounter with your digital images are RGB and CMYK. For collateral printed professionally on an offset printer, photographic images should be in CMYK whereas images being displayed on screen should be in RGB.

townsvillenorthqueensland.com.au

RGB (Red, Green, Blue)

is the colour of the light emitted from your computer monitor. Use RGB if you are dealing with photos to be viewed on screen. RGB is fine to use when printing everyday documents from the office computer.

CMYK (Cyan, Magenta, Yellow, Black)

is the colour of inks used in the offset printing process. Use CMYK if you are sending collateral to be professionally printed.

What colour mode is your photo?

In most cases, the mode will be RGB straight from camera. You will need a photo editing program such as Adobe Photoshop to convert the colour mode. If you switch to CMYK from RGB, you may need to adjust your colours as they may become subdued.

Imagery

Consider the following key approaches when shooting or selecting imagery for the Townsville North Queensland brand.

Raw, unfiltered and in the moment (think fresh from the gram)

Points of interest or intrigue

(How is it unexpected?)

townsvillenorthqueensland.com.au

Wide angles and Expansive views

(We’ve got lots of space to explore)

Vivid colour and high-contrast

(Vibrant and fun, not dull and boring)

Imagery examples

We use images to dimensionalise and add depth, personality, and heart to our brand.

Using images to surprise, delight and create fresh viewpoints, thoughts and positive feelings about what the region has to offer, in a way that is authentically, likeably, and surprisingly ‘Townsville North Queensland’.

When using imagery think:

Vivid colour and high-contrast

Wide angles and expansiveness

Points of emotive interest or intrigue

Raw, unfiltered and in-the-moment

townsvillenorthqueensland.com.au

What to avoid

Scenarios that are not unique to Townsville North Queensland

Stock Imagery of generic holiday scenes

Images that feel cluttered or too busy

Gloomy weather & dark lighting

Desaturated or oversaturated images

People partaking in dangerous activities, such as jumping off rocks, scaling heights, etc.

townsvillenorthqueensland.com.au

Brand imagery

Consider the following key approaches when selecting imagery for the Townsville North Queensland brand.

Composition

Making sure the image is depicting authentic and real moments. In most cases, aim to use wide shots. By using wide imagery this enables for the creative team to add their creative flare to the imagery and be able to play around with the messaging overlayed on the images.

Hero area

When selecting images, keep in mind what the image is going to be used for and where you will most likely will be placing text and logo on the image. Leaving space around the hero image for type as well as space for the logo and call to action element.

Tone

Never playing to the camera, keeping imagery candid and in the moment.

Light

Think light and bright, natural lighting is preferred and if colour grading should be required, images must reflect the vivid and high contrast of our region.

Headline to appear here.

to appear here.

townsvillenorthqueensland.com.au

Headline to appear here.

Artwork files

Our assets are provided in a variety of formats and colourways for both print and digital outputs.

Print CMYK EPS/PDF

These files are for printers, designers and all third party suppliers producing 4-colour process artwork for print.

Digital

RGB PNG

PNGs are image files that can be placed into Word, PowerPoint and all internal documents. These files all have a transparent background meaning that they can be overlayed over an image or coloured background if required.

RGB SVG/EPS

These files are primarily used by designers who are creating digital applications. SVG’s and EPSs are vector files, and therefore offer the best quality for reproduction.

townsvillenorthqueensland.com.au

For each different logo variation listed, the files found within each folder are structured as outlined on this page.

TownsvilleNQ_Logo_Package

Lockup

Black Print

Tel_tsvnq_Lockup_Black_Cmyk.eps

Tel_tsvnq_Lockup_Black_Cmyk.pdf

Web

Tel_tsvnq_Lockup_Black_Rgb.svg

Tel_tsvnq_Lockup_Black_Rgb_1080px_w_72ppi.jpg

Tel_tsvnq_Lockup_Black_Rgb_1080px_w_72ppi.png

Full_Color Print

Tel_tsvnq_Lockup_Full_Color_Cmyk.eps

Tel_tsvnq_Lockup_Full_Color_Cmyk.pdf

Web

Tel_tsvnq_Lockup_Full_Color_Rgb.svg

Tel_tsvnq_Lockup_Full_Color_Rgb_1080px_w_72ppi.jpg

Tel_tsvnq_Lockup_Full_Color_Rgb_1080px_w_72ppi.png

Pms326c Print

Teltsvnq_Lockup_Pms326c.eps

Teltsvnq_Lockup_Pms326c.pdf

White Print

Tel_tsvnq_Lockup_White_Cmyk.eps

Tel_tsvnq_Lockup_White_Cmyk.pdf

Web

Tel_tsvnq_Lockup_White_Rgb.SVG

Tel_tsvnq_Lockup_White_Rgb_1080px_w_72ppi.png

How to co-brand

Examples

In the instance where the Townsville North Queensland logo should need to be co-branded with another organisation, use these examples to place logos together to create a dual logo lockup.

The ‘clear zone’ around the logo should be no smaller than the size of the letter ‘s’ in the logo at the time.

If needed, place a thin separating line to help differentiate the separation but also help the two logos to align well together.

This separating line is 0.25pt and 70% Black in colour.

Council mockups

In the instance where the Townsville North Queensland logo should need to be co-branded with another organisation, use these examples to place logos together to create a dual logo lockup.

If you find the colours of both logos are conflicting with each other or the creative output, stick to using the negative and mono versions of the Townsville North Queensland and specified regional log to help combat this.

Townsville

Magnetic Island

Charters Towers

Burdekin

Hinchinbrook

Great Barrier Reef

Brand by Our region

SECTION 4

Townsville

A thriving urban metropolis and renowned hub for sport and events - Townsville is the largest regional centre in Northern Australia, but with enough country heart to care. Explore tropical islands, wetlands, the Great Barrier Reef, wet tropics rainforests and a glorious beachfront in warm tropical weather. No matter what your holiday style, Townsville offers you a diverse range of historical, military, outback, island, active and tranquil experiences.

What’s some of the proof

INSPIRE FRESH PERSPECTIVES

• Named in the top 100 sustainable destinations in the world

• Home to leading thinkers and passionate experts in reef conservation working from one of the world’s largest living coral reef aquariums

- Reef HQ Aquarium

HIDDEN WORLDS

• 300 days of sunshine

• Largest regional centre of Northern Australia

• First Nations history

• Museum of Underwater Art

TAKING TO THE NEXT LEVEL

• Hatted restaurants and fine dining

• Luxury, vibing accommodation - The Ville, Orpheus Island, Ardo

• World class events

• Arts and Culture - NAFA, Dance North, AFCM

ECLECTIC TWISTS

• Heart pumping hikes in the CBD

• International standards of urban art

• Street art

“thul garrie waja +gurrumbilbarra”

Magnetic Island

Magnetic Island only 8km from Townsville city with palm-fringed beaches, large granite boulders, hoop pines, sandy beaches and fringing coral reefs are right at your fingertips paradise is calling.

What’s some of the proof

INSPIRE FRESH PERSPECTIVES

• Named in the top 100 sustainable destinations in the world

• A thriving Island community on Magnetic Island

• C.H.A.R.M - Coral husbandry robot

• Master Reef Guides

HIDDEN WORLDS

• First Nations history

• World War II military history

• 23 bays and beaches to explore

• National Park island

TAKING TO THE NEXT LEVEL

• Fine dining and boutique experiences

• Resort accommodation and luxury homes

ECLECTIC TWISTS

• Topless cars on Magnetic Island

• Northern Australia’s largest colony of wild koalas

• Shipwrecks and fringing reefs

MAGNETIC ISLAND

“yunbenun”

Charters Towers

GUDJAL COUNTRY

Step back in time and discover the authentic country charm and elegance of Charters Towers, a living montage to the rich Australian gold mining history. Pair this with unexplored waterways, remote bush camping, and hearty meals at local cafes and eateries - your laid-back visit is sure to unearth some surprises along the way.

what’s some of the proof

HIDDEN WORLDS

• Genuine Australiana

• Gold History - “The World”

TAKING IT TO THE NEXT LEVEL

• Kernows Charters Towers 4-star accommodation in the heart of the Outback

• Gourmet sunset platters

ECLECTIC TWISTS

• Texas Longhorns

• Characterful architecture

• Street art

CHARTERS TOWERS

Burdekin

BINDAL & JURU COUNTRY

The Burdekin district is nestled in the delta of the mighty Burdekin River, with its two main townships – Ayr and Home Hill – linked by the iconically historic Burdekin Bridge. Well-known as the sugar cane capital of Australia, the Burdekin offers fantastic fishing, wetlands rich in biodiversity and birdlife and miles of unspoilt beaches to explore, including Australia’s longest sand spit - Lynch’s Beach at Alva.

What’s some of the proof

INSPIRE FRESH PERSPECTIVES

• SS Yongala Shipwreck

• Cromerty Wetlands

• Australia’s longest sand spit

• Cane fires (fact reference)

TAKING TO THE NEXT LEVEL

• Boutique shopping

• Farm fresh produce

ECLECTIC TWISTS

• World’s largest commercial plantation of Achacha fruit

• Biggest Sugar Cane producer in Australia

• Drive-in Theatre fun

• Street art

• Sweet Days Hot Nights Festival

Hinchinbrook

BANDJIN, WARRGAMAY + NYWAIGI COUNTRY

The Hinchinbrook Region is the gateway to the stunning World-Heritage

Wet Tropics; surrounded by ancient tropical rainforest, rugged tropical islands, and the Great Barrier Reef.

what’s some of the proof

INSPIRE FRESH PERSPECTIVES

• TYTO Wetlands

HIDDEN WORLDS

• Australia’s tallest single drop waterfall - Wallaman Falls

• Largest National Park island on the Great Barrier ReefHinchinbrook Island

TAKING TO THE NEXT LEVEL

• Orpheus Island

• Gorge heli-fishing experiences

• Local delicatessen’s

ECLECTIC TWISTS

• Diverse Italian culture

• Italian festival

• Paint in Paddock experience

• Forest environments meet the sea

Great Barrier Reef

Nature’s greatest gift to the world, the Great Barrier Reef is home to diverse coral and marine life. Immerse yourself in one of the world’s most spectacular natural wonders and discover a pristine underwater wonderland.

The official headquarters of the Great Barrier Reef, Townsville North Queensland is the gateway to the central section of the reef, home to pristine coral, spectacular marine life and the Museum of Underwater Art.

What’s some of the proof

INSPIRE FRESH PERSPECTIVES

• Education centre of the Great Barrier Reef - Reef HQ Great Barrier Reef Aquarium

• Official headquarters of the Great Barrier Reef Marine Park Authority, Australian Institute of Marine Science

• James Cook University ranked in the top 100 universities in the world for Marine Sciences

HIDDEN WORLDS

• Pristine underwater wonderland

ECLECTIC TWISTS

• Museum of Underwater Art ‘Coral Greenhouse’ on John Brewer Reef

Brand in action

SECTION

Examples

When using our assets to design collateral, we want you to think “straight talking”, clean and simple. Using fresh modern and colourful imagery that depicts our wonderful region best.

Making sure the imagery used is interactive and depicting people enjoying themselves or a unique angle to evoke intrigue, surprise and delight.

When collateral has a large amount of copy, make sure that the text is displayed as simple as possible whilst also keeping in mind the readability of the content.

Simplicity is key.

JUST THINK: SIMPLE Clean colourful