BRAND
2024
Brand Book
Acknowledgement of Country
Acknowledgement of Country
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We acknowledge the Traditional Custodians of the land, seas, skies and waterways of the Moreton Bay region. We pay our respects to their Elders, past and present. We recognise that the Moreton Bay region has always been a place of cultural, spiritual, social and economic significance to Aboriginal and Torres Strait Islander peoples, and this connection is enduring.
Brand Book
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Brand Book
Introduction
Introduction
Page 4
In 2022 Visit Moreton Bay (VMB) undertook a brand refresh and it was discovered that the region needed to establish itself as a destination of feeling and meaning, rather than tangible assets, and inspire travellers to visit. This will be done by showcasing the experiences that stir the emotions and allow a feeling of connection. The Visit Moreton Bay brand mark and tone of voice is encouraged to be used by operators, partners and media to elevate the region, to continue building our story and to leverage the existing brand equity of Moreton Bay and Brisbane.
Brand Book
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Brand Book
Introduction
Introduction
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Feel the spirit of the Moreton Bay Region In Moreton Bay, the spirit and pride of the locals radiates through every experience you encounter, across every corner of the region. And lucky for you, there’s quite a fair few of those! Every time you visit, you’ll gain a newer, deeper, richer experience.
Brand Book
Contents
Contents
01 BRAND STORY 02 BRAND STRATEGY 03 LOGO & STAMP 04 TYPOGRAPHY 05 COLOURS 06 TERMS OF USE
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Brand Book
Brand Story
Brand Story
BRAND
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Brand Book
Our 2023 & Beyond Brand Story
Brand Story
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DELICIOUS: used to describe anything that brings joy and pleasure, used as an alterative to anything good, such as awesome cool, amazing. Urban Dictionary 2023 The Moreton Bay brand needed to be repositioned to combat lack of knowledge and region recognition, and reinvigorate the region’s perception. As one of the most vast and diverse regions in Queensland, it required an inspiring and distinct identity, through a refreshed brand strategy and visual identity that will appeal to domestic travellers now, and in the future and drive long term visitation to Moreton Bay. Moreton Bay has worked to establish itself as a destination of feeling and meaning, rather than tangible assets. It inspires travellers to visit through showcasing the experiences that stir the emotions and allow a feeling of connection to the regions’ people and the land.
Brand Book
Our 2023 & Beyond Brand Story
Brand Story
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With the current economy, Australian couples and families are shifting more and more from overseas travel to short local trips. Importantly, the intrigue of an overseas trip needs to be replaced with something equally and locally intriguing. Thankfully, Moreton Bay is one of the most diverse and alluring regions in Queensland. It definitely stands out. Often in an unexpected, whimsical, and utterly delicious way. Let’s own it with a phrase that not only encapsulates the feeling and local spirit of the Moreton Bay, but does it in a memorable and visceral way.
THAT’S DELICIOUSLY MORETON It’s a celebration of the beautifully quirky spirit that sets the region and its experiences apart. It’s about unexpected stories, full of life and local character. Through breathtaking imagery and whimsical copy, we’ll intrigue and inspire people to have their own adventure That’s Deliciously Moreton.
Brand Book
Brand Strategy
Brand Strategy
BRAND
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Brand Book
Brand Stategy
POSITIONING ESSENCE VALUES PERSONALITY
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BRAND POSITIONING Feel the spirit of Moreton Bay by experiencing something unique.
BRAND ESSENCE The heart and soul of our brand Spirit of Discovery
BRAND VALUES The core of our brand and what we believe in Welcoming, adventurous, positivity
BRAND PERSONALITY Traits that make us who we are Passionate, charming, inquisitive, determined That’s Deliciously Moreton creates moments of discovery and adventure that for people who love to travel keep coming back for more. With a breadth and depth of experiences that comes from a wide-ranging region and the local spirit of the people who live in the region, there will be always be something new and different to experience.
TONE OF VOICE
TONE OF VOICE Imagery, footage and language need to continue to reflect and elevate Moreton Bay. Always celebrating our beautifully quirky spirit that sets Moreton Bay and our experiences apart. Our language should not feel like a direct sales message or a cold call, it’s about unexpected stories, full of life and local character. Always reflecting on our brand essence, values and personality. With positivity we welcome everyone with our spirit of discovery, passionately telling the story of Moreton Bay in our easy going way, charming the inquisitive and making them determined to stay a while.
Brand Book
Brand Stategy
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Brand Book
Brand Stategy
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Experience Pillars NATURAL ATTRACTIONS & ENCOUNTERS • Moreton Bay Marine Park • D’Aguilar Ranges • The red cliffs of Redcliffe • The Gantry • Bribie Island and Beaches • Redcliffe Beaches • Margate Beaches • Scarborough Beaches
ADVENTURE & DISCOVER • Whale Watching • 4WD Tours of Bribie Island • Kite Surfing and SUPing
LIFESTYLE, PEOPLE & CULTURE • Fresh seafood: trawler to plate
FAMILY FUN
WHAT’S ON / EVENTS
• Animal petting zoo’s
• Moreton Bay Food + Wine Festival
• Butterfly house • Settlement Cove Lagoon
• Jet Skiing Tours
• Locally owned experience operators
• Mountain Hiking
• Local producers and farms
• Museums
• Mountain Biking
• Sports – Home of the Dolphins NRL
• Aqua Warrior water park
• Fishing • Boating
• Aboriginal experiences and tours • World class entertainment and events
• Clontarf Beaches
• Interactive farm gates
• Harry Potter licensed store • Family Friendly Pubs • Family friendly accommodation
• Woodfordia: Woodford Folk Festival • Abbey Medieval Festival • Jetty 2 Jetty Fun Run • Redcliffe KiteFest • Sandstone Point Hotel • Eatons Hill Hotel • Kayo Stadium
• Cosy Accommodations from Bush to the Bay
WHAT’S ON / EVENTS
FAMILY FUN
LIFESTYLE PEOPLE & CULTURE
ADVENTURE & DISCOVER
NATURAL ATTRACTIONS & ENCOUNTERS
Brand Book
Brand Stategy
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Brand Book
Brand Stategy
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Sub Regional Brand Identities
Sunshine Coast
Woodford
Bribie Island
Wamuran
Caboolture Sandstone Point
Mt Mee Morayfield Burpengary Dayboro
Narangba
North Lakes
Scarborough Harbour
Redcliffe
Petrie
Samford Valley
Strathpine
The Hills District
Brisbane
Port of Brisbane
Brand Stategy
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Sub-Regional Brand Identities REDCLIFFE PENINSULA • Redcliffe • Margate • Woody Point • Clontarf • Kippa Ring • Newport • Rothwell • North Lakes • Deception Bay • Dakabin
PINE RIVERS • Strathpine • Petrie • Bray Park • Warner • Brendale • Joyner • Cashmere • Murrumba Downs • Whiteside • Lawton
Moreton Bay is a large region, covering over 2000 square kilometres of land, we broke down the region, to geographically understand the vast breadth of Moreton Bay.
HILLS + HINTERLAND • Albany Creek • Arana Hills • Bunya • Camp Mountain • Cedar Creek • Clear Mountain • Closeburn • Draper • Eatons Hill • Everton Hills
• Mango Hill
• Ferny Hills
• Griffin
• Highvale
• Narangba
• Jolly’s Lookout
• Kallangur
• Mount Glorious
• Kurwongbah
• Mount Nebo
• Scarborough
• Mount Samson • Samford Valley • Samford Village • Samsonvale • Wights Mountain • Yugar
BRIBIE ISLAND • Banksia Beach • Beachmere • Bellara • Bongaree • Donnybrook • Godwin Beach • Meldale • Ningi • Sandstone Point • Toorbul • Welsby • White Patch • Woorim
CABOOLTURE + CENTRAL MORETON BAY • Bellmere • Burpengary • Burpengary East • Caboolture • Caboolture South • Elimbah • Moodlu • Moorina • Morayfield • Rocksberg • Upper Caboolture • Wamuran
HINTERLAND NORTH • Bellthorpe • Booroobin • Bracalba • Cedarton • Commissioners Flat • D’Aguilar • Delaneys Creek • Mount Delany • Mount Mee • Nerum • Stanmore • Stony Creek • Wamuran Basin • Woodford HINTERLAND SOUTH • Armstrong Creek • Campbell’s Pocket • Dayboro • King Scrub • Kobble Creek • Laceys Creek • Mount Pleasant • Ocean View • Rush Creek
Brand Book
Logos
Logos
LOGO&
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Brand Book
Logo
Logo
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Brand Book
Logo
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Clear Space CLEAR SPACE
X
The Visit Moreton Bay logo should always appear with a minimum clear space around the logo.
X X
X
The minimum clear space is the smallest amount of space allowed between the logo and the edge of a page, photo or body of text. The clear space around the logo is defined in relation to half of the logo’s height as seen by ‘X’.
X
MINIMUM SIZE
Minimum screen height
50px
Minimum print height
10mm (0.4”)
In order to ensure legibility and visual prominence, the Visit Moreton Bay logo should never appear smaller than the minimum size specified.
Brand Book
Logo
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Incorrect Usage
INCORRECT USAGE
Don’t stretch, squash, skew or distort the logo in any way.
Don’t rotate or flip the logo.
Don’t replace or change colours within the logo.
VISIT
Don’t alter the transparency of the logo.
Dont replace the font.
Don’t alter the letters proportions, position or spacing.
Don’t add any effects to the logo (stroke, drop shadow, glow, etc)
Don’t outline the logo.
Don’t place the logo on a background that would produce low-contrast.
Don’t change element positions or scale individual elements
Don’t place an image or pattern inside the logo.
Don’t reproduce the logo in low resolution.
In order to preserve the integrity of the brand, it is imperative to avoid any misuses of the Visit Moreton Bay logo.
Brand Book
Logo
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Colour COLOUR The Visit Moreton Bay logo should always be displayed in black or white.
Brand Book
Partner Stamp
Partner Stamp
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Brand Book
Partner Stamp
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Partner Stamp
PARTNER STAMP THAT’S DELICIOUSLY MORETON stamp is designed to complement and strengthen the Visit Moreton Bay Brand. The stamp was developed for partners as a visual representation of being supported by City of Moreton Bay and Visit Moreton Bay. It is an acknowledgment that the event is part of Moreton Bay’s event calendar and a proud statement that heroes the true spirit of being a Moreton Bay event. For use in: •
upported event marketing activity undertaken by the event, where the creative is S in the event look and feel
•
Visit Moreton Bay’s preferred positioning of the partner stamp is the top right corner of partner activity. If your event is being funded by Tourism and Events Queensland and requires the It’s Live in Queensland stamp, the THAT’S DELICIOUSLY MORETON stamp can be placed on the top left of the creative.
HASHTAG In some situations (merchandise, event signage) the hashtag is also available to use, #THATSDELICIOUSLYMORETON logo is also available in the asset pack for downloading.
Brand Book
Partner Stamp
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Sub-Regional Partner Stamp
SUB-REGIONAL PARTNER STAMPS
Redcliffe Bribie Island Mt Glorious
The THAT’S DELICIOUSLY MORETON stamp has the option of a geographical lock-up. In your asset pack you will find a “sub-regional” version of the stamp. You’re welcome to request a suburb specific lock-up if it is not available. No parts of the partner stamp are to be removed, altered or used as separate design elements. At no time can the subline be modified.
Brand Book
Partner Stamp
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Bribie Island
Brand Book
Partner Stamp
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Clear Space CLEAR SPACE
X
THAT’S DELICIOUSLY MORETON stamp should always appear with a minimum clear space around the logo.
X
The minimum clear space is the smallest amount of space allowed between the logo and the edge of a page, photo or body of text.
X X
The clear space around the logo is defined in relation to half of the logo’s height as seen by ‘X’.
X
Please note: The same principles for clear space apply for the partner stamp and sub-regional partner stamp.
MINIMUM SIZE Minimum screen height
50px
Minimum print height
10mm (0.4”)
In order to ensure legibility and visual prominence, THAT’S DELICIOUSLY MORETON should never appear smaller than the minimum size specified.
Brand Book
Partner Stamp
Page 28
Incorrect Usage
INCORRECT USAGE
Don’t stretch, squash, skew or distort the stamp in any way.
Don’t rotate or flip the stamp.
Don’t replace or change colours within the stamp.
THAT’S Don’t alter the transparency of the stamp.
Dont replace the font.
Don’t alter the letters proportions, position or spacing.
Don’t add any effects to the stamp (stroke, drop shadow, glow, etc)
Don’t outline the stamp.
Don’t place the stamp on a background that would produce low-contrast.
Don’t change element positions or scale individual elements.
Don’t place an image or pattern inside the stamp.
Don’t reproduce the stamp in low resolution.
In order to preserve the integrity of the brand, it is imperative to avoid any misuses of the Visit Moreton Bay logo.
Brand Book
Partner Stamp
Page 29
Colour COLOUR THAT’S DELICIOUSLY MORETON stamp should always be displayed in black or white.
Brand Book
Logo & Partner Stamp
Logo & Partner Stamp Placement
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PARTNER STAMP PLACEMENT •
THAT’S DELICIOUSLY MORETON stamp must be placed in the most prominent position of the creative.
•
Visit Moreton Bay preference is top right corner of creative (or top left if creative dictates).
•
When It’s Live in QLD logo is used, Visit Moreton Bay logo will appear in top left corner - if applicable.
•
The stamp should never sit alongside other sponsor logos. Where space is limited, please contact VMB to discuss.
•
The Visit Moreton Bay logos should never be used in line with sponsorship. Always use the MBRIT logo in this instance. See examples on the following pages.
Which logo to use in event marketing
CREATIVE PRODUCED BY EVENT ORGANISER
EVENT SIGNAGE PRODUCED BY EVENT ORGANISER
Ads / Flyers / Posters / Billboards / Digital executions (banners, tiles, MRECs etc)
Mesh / Crowd Barrier / Winner’s Podium / Finish Line / Pull-up Banners
Merchandise
Redcliffe OR
Redcliffe OR
Media Backdrops (weighting 60:20:20)
TVCs 3 sec animated logo end frame (preference) OR top right of event end frame
Stadium Signage On ground (grass) White VMB logo on ocean background (CMYK)
Broadcast In program Eg. leaderboards
Stadium Signage LED Case by case: VMB to provide
Broadcast End credits only
Stadium Signage Court decal
Event Websites, Press Releases & Invitations
Corporate Box signage, sponsor heirarchy boards
Redcliffe
Brand Book
Logo & Partner Stamp
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VMB Supported Event Partner Executions
EVENT PARTNER EXECUTIONS / PRINT Preferred positioning of the THAT’S DELICIOUSLY MORETON partner stamp is the top right corner at least 10mm from edge.
feast ARE YOU READY
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Brand Book
Logo & Partner Stamp
Page 32
Brand Book
Logo & Partner Stamp
VMB Supported Event Partner Executions
Page 33
EVENT PARTNER EXECUTIONS / DIGITAL Preferred positioning of the THAT’S DELICIOUSLY MORETON partner stamp is the top right corner at least 10mm from edge.
SAVE THE
SAVE THE DATE 2023
SUN 16
TH
JUL
16-17 SEPT
Let’s get Social While enjoying redcliffe kitefest don’t forget to hashtaG #
16-17 SEPT
DATE
JJ from
pelican park, clontarf
#redcliffekitefest #visitmoretonbay #thatsdeliciouslymoreton
TICKETS ON SALE NOW
@RedcliffeKiteFestival @VisitMoretonBay CoComelon™ & © 2023 Moonbug Entertainment. All Rights Reserved.
redcliffekitefest.com.au
4–6 AU G U S T 20 2 3
Brand Book
Logo & Partner Stamp
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Brand Book
VMB Supported Event Partner Executions
Logo & Partner Stamp
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EVENT PARTNER EXECUTIONS / MERCH Preferred positioning of the THAT’S DELICIOUSLY MORETON partner stamp is the top right corner at least 10mm from edge.
Brand Book
Typography
Typography
TYPO
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Brand Book
Typography
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Typography
THIS TYPEFACE IS USED FOR HEADINGS
HEADINGS Citrus Gothic Regular
This typeface is used for body copy
BODY
This typeface is used for geographical location
GEOGRAPHICAL LOCATION IN PARTNER STAMP
Bicyclette Regular
Lucyna Script Regular
Brand Book
Typography
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TWO METRES TO THE RIGHT IS A UNICORN. HONEST.
Brand Book
Typography
Page 39
Tag Lines for Imagery Image Descriptions
Tag Line
Image Descriptions
Tag Line
MORETON BAY FOOD & WINE FESTIVAL Shore Line image
Then the tide snuck in for a taste.
ROOFTOP BAR - COCKTAIL
And they raised a glass at the winking sun.
TASTES OF MORETON BAY Image from a banquet style dinner
The banquet awaits… but he could not.
AQUA WARRIOR
And the greatest warriors bounced forth from land and sea.
JETTY 2 JETTY FUN RUN Runners laying down and recovering at the finish line
The bay so vibrant, knocked them flat.
ABBEY MUSEUM
Where giants of heavy metal stand eternal
MORETON PRIDE FEST
REDCLIFFE MARKETS Image of market stalls
The air mused magnetically with neon buzz and gelato.
Colours smiled over the region. And it smiled back.
THE GANTRY
STRAWBERRY PICKING A mum and her kids in the strawberry fields
And the sun kissed their faces, pure and sweet, these rows of joy.
And the remnants called on the trees… Picnic time!
CABOOLTURE HISTORICAL VILLAGE
Indeed, the walk was long, but it’s all in the past.
G’DAY ADVENTURE TOURS WWII bunker
Still watched the guardian, defiant in the face of time.
Old friends, sea and sand, felt closer than ever
MAIALA PARK LODGE A guest enjoying the view from the balcony
And the birds sounded nothing like cars. At all.
WOORIM BEACH People using the accesible access matting ANIMAL ENCOUNTERS Kids with a herd of sheep
7247 sheep. Only Billy knows where they all came from…
THE STORE OF REQUIREMENT a customer perusing the store
Curious indeed how these things happen.
DAYBORO ART GALLERY
JET SKI HIRE A group of Jet skiiers
And the fellowship pushed on for the chook of roast awaited.
The walls sang deep of love, petals and lion.
STAND UP PADDLE BOARD
BRIBIE ISLAND GONDOLA
Silent rowed the gondalier, as the glass tide echoed the sky.
Where daring figures swoop the bay on noble steeds of foam and velcro.
FISHING
Jim gazed at his super secret fishing spot. Sadly, not so super secret…
BUSH CAMPING image of a dome tent under the stars
And the birds eagerly waited for the giant dome to hatch.
DOLPHINS (NRL)
With arched backs, agile, they powered towards their prey.
BUSH CAMPING image of two people under a tree at night camping
Where chins wag upon castles of tree, leaf and cloud.
Brand Book
Typography
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Brand Book
Colours
Colours
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Brand Book
Colours
Page 42
Sand SECONDARY Jacaranda PRIMARY
Strawberry SECONDARY
Sand PRIMARY Fig PRIMARY
Jacaranda SECONDARY
Fig SECONDARY
Strawberry PRIMARY
Marine PRIMARY
Marine SECONDARY
Brand Book
Colours
Page 43
Colours
SAND
STRAWBERRY
JACARANDA
FIG
MARINE
R254 G183 B89
R235 G128 B157
R193 G181 B235
R133 G204 B98
R102 G189 B217
C0 M32 Y74 K0
C3 M62 Y17 K0
C23 M28 Y0 K0
C51 M0 Y81 K0
C56 M7 Y10 K0
#FEB759
#EB809D
#C1B5EB
#85CC62
#66BDD9
R255 G250 B235
R255 G245 B247
R250 G244 B251
R250 G255 B247
R234 G248 B255
C0 M1 Y7 K0
C0 M4 Y0 K0
C1 M4 Y0 K0
C1 M0 Y3 K0
C7 M0 Y0 K0
#FFFAEB
#FFF5F7
#FAF4FB
#FAFFF7
#EAF8FF
Brand Book
Terms of Use
Terms of Use
TERMS
Page 44
Brand Book
Terms of Use
Page 45
File Types & Usage
VECTOR FILES Best used for print. A vector file can be scaled to any size without any loss of quality. This is because they are constructed using proportional mathematical formulas rather than pixels. AI, EPS and PDF are perfect for creating graphics that require frequent resizing. Vector files can range from the size of a postage stamp right up to a billboard on the side of a building.
RASTER FILES Best used online or digitally. Raster graphics are bitmaps. A bitmap is a grid of individual pixels that collectively compose an image. Raster graphics render images as a collection of many tiny squares. Each square, or pixel, is coded in a specific hue or shade. Individually, these pixels are worthless. Together, they create highly detailed images. If you enlarge a raster file, it stretches out the pixels and will become distorted, blurry and lose its quality. JPG, PNG, GIF and PSD are all raster image extensions.
Terms of Use
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Photography Use Ownership All imagery provided by Visit Moreton Bay (“the Owner”) remains the sole property of Visit Moreton Bay. Usage Rights The Owner grants you (“the User”) a non-exclusive, non-transferable license to use the imagery for non-commercial purposes, subject to the conditions outlined below. Photo Credit When using the imagery, the User agrees to provide a prominent photo credit to Visit Moreton Bay. The photo credit should be clearly visible and attributed to “Visit Moreton Bay.” Online Tagging When using the imagery online, the User agrees to tag @visitmoretonbay and include the hashtag #ThatsDeliciouslyMoreton in the accompanying caption or description. Non-Commercial Use The imagery may only be used for non-commercial purposes, including but not limited to personal blogs, social media posts, and websites. Any commercial use of the imagery is strictly prohibited without prior written consent from Visit Moreton Bay. Modification and Alteration The User may not modify, alter, or manipulate the imagery in any way without prior written permission from Visit Moreton Bay. This includes, but is not limited to, cropping, editing, or adding filters to the images. Attribution The User agrees to attribute Visit Moreton Bay as the source of the imagery in any accompanying text or caption. The attribution should be clear, visible, and easily associated with the imagery. Indemnification The User agrees to indemnify and hold harmless Visit Moreton Bay against any claims, damages, or losses arising out of the User’s use of the imagery in violation of these terms and conditions. Termination Visit Moreton Bay reserves the right to terminate the license granted to the User at any time if the User fails to comply with these terms and conditions. Governing Law These terms and conditions shall be governed by and construed in accordance with the laws of the jurisdiction in which Visit Moreton Bay is based.
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