CHEAT SHEET
Western Wilds is all about discovery and taking the road less travelled. We started from a very practical place, taking inspiration from navigation and signage. We took typographic cues from the stretched road type and part of the design language was informed by highway signage systems. We looked to the attitude of the Western Tasmania brand and explored the usage of some brand assets (typography, colours, photography, tone-ofvoice) to better integrate this unique experience with the region.
Standard Logo: The Western Compass plays on the idea that there is only one direction to go west. The identity references the compass guiding our travellers in the right direction. The core idea behind this concept has an off-beat humour in keeping with the Western Tasmanian attitude. The compass device also fits easily into a broader and more versatile communications system that draws on the language and signage of being on the road.
Story Logo: How To Implement The Story Logo: Kerning Examples: Kerned at +240 The type or Story Ring around the compass is made from our secondary font - Work Sans Bold. To set the size of the font, refer to the diagram below. The point size should be set to half the size of the W on the compass. 50% Kerned at +300 The system creates a united and recognisable (but flexible) identity system. The outer copy ring is versatile, allowing space for specific story stops. The central compass symbol and wordmark are the consistent core elements, creating recognition and coherence across all touchpoints. Overall the system is designed to facilitate ownership among story stops and build intrigue among visitors driving the Western Wilds. The kerning can range between +220 & +350 depending on the length of the copy. Place a - between each story with a space either side. If you end up with un-even spaces, adjust the space between stories to make the type spread evenly. See examples to the right. Kerned at +350
Primary Font: Side Track Taken straight from the tarmac to your screen. Using the Western Tasmanian Side Track font, we have manipulated it to reflect the style of type you see printed on roads all over the planet. The best way to achieve this is to set the type first, then outline it and stretch accordingly. Try to make it dynamic and varied as opposed to out of proportion and distorted. Rule: Don t stretch the type more than double its original size. Headlines: Work Sans Bold Headlines: Work Sans Semi Bold Sub Headlines: Work Sans Medium Body Copy: Work Sans Regular THIS IS A SIGN TO SAY YOU RE LOST MORE TREES LESS PEOPLE Body Copy: Work Sans Light
Make nature feel big & mysterious. We want to tell a story with the image. The main reason we do this is to make the photography mainly about the landscape, after all that s what will bring people to Western Tasmania. So keep the landscape at 90% and the people within in it at 10%. It also creates a sense of intrigue and mystery around the imagery. We can access some imagery from the West Coast Council. For licensing contact Christine Gray at West Coast Council. e: cgray@westcoast.tas.gov.au 10 9 8 7 6 5 4 3 2 1 All images by Oliver Khe
Wild Green C:82 M:36 Y:75 K:24 R:43 G:107 B:79 Suggested Colourways As with our typography, our colour palette comes from road signage and the nature that surrounds it. Try to use contrasting colourways and try to stick to 2 colours as seen below. Wild Orange Wild Blue Wild Black Wild Grey Wild Brown Wild Earth Wild White C:9 M:71 Y:74 K:0 R:221 G:104 B:77 C:100 M:88 Y:36 K:34 R:0 G:41 B:87 C:75 M:68 Y:67 K:90 R:0 G:0 B:0 P147-14U P45-14u P103-16u P179-16U P170-10U P169-8U P13-1U P179-2U C:55 M:49 Y:55 K:19 R:110 G:108 B:100 C:39 M:35 Y:44 K:3 R:158 G:150 B:130 C:13 M:12 Y:22 K:0 R: 106 G: 102 B: 92 C:9 M:6 Y:6 K:0 R: 230 G: 231 B: 232 The Western Wilds brand is honest about the remoteness and wildness of the region. Our tone of voice is directive and opinionated - like a compass that always points west. Whether we re describing the rugged terrain, the people who thrive on the road less travelled, or calling out the experiences not-to-be missed, we are straight up and proud of just how remote and isolated Western Tasmania is. Off-beat humour is an important part of our voice, in keeping with the Western Tasmanian attitude. We aren t funny for funny s sake, but we call out observations that are quirky or unique to the region to build intrigue about Western Tasmania. For instance, instead of: No phone signal next 50km We say No phone, no reception, nowhere If you re not lost, you re not here A guide to nowhere Est. B.C. 4569km from work Discover nowhere A road never travelled Be quiet No one else will be here You won t see a soul Straight to message bank Eat local grub Always lost More trees, less people Off the grid, on the road Nothing up ahead A longcut Adventure takes time West of centre Discover quiet Discover nothing A road less travelled
JCDecaux Posters Bumper Sticker westernwilds.com.au The overarching concept of each Story Stop in the Western Wilds Project is to provide site interpretation and storytelling. When a visitor encounters a Story Stop they need to be rewarded with a good story that piques their interest, makes the smile, brings a tear to their eye, or promotes a conversation. Specifcally, each Story Stop should... Tell a story of the location in a creative and interesting way, through an object /item, installation, artifact or even audio Can be as small as something on the back of a restaurant menu, room compendiums, through your tour commentary and interpretation materials. Can be sculptural or incorporate a installation of some form Reuse an existing structure or object(s), sculptural, landscaping, technological, structural, industrial, monumental, etc. Can be event based/linked Be iconic wilderness stories based on the site, informed by and inspiring to the local communities Appeal to a wide range of visitor groups If possible, be shareable on social media, Instagram, YouTube,Facebook, etc. Encourage visitors to seek out other Story Stops Include the Western Wilds logo STORY STOPS ARE NOT: The themes for the Story Stops need to interpret one or more of the following themes in some way. Flaura/Fauna Landscapes Indigenous Industry Conservation/Environment Each Story Stop will require separate consideration of the requirements depending on its size, scale and location (Hero/Local) and location. As an owner of a Story Stop, organisations/business /individuals would need to consider the following: Get the local community on-board with the idea Identifying the location, place marker and story Permissions/Development Applications if required Funding Site/location preparation Dear Tom, Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercita tionem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? Regards, Western Wilds 11 Sticht Street PO Box 63 Queenstown, TAS 7467 P: 03 64 714 700 E: wcc@westcoast.tas.gov.au Graphics panels (need to define this further?) Insurance if required Interpreted through lengthy text panels About your business (unless your business is the story i.e. Paragon Theatre) Ongoing maintenance of story stop and surrounding area/facilities Temporary Disrespectful/Divisive WESTERNWILDS.DISCOVERY Story Stops Guide Letter Head
s d rou of i t! These S tick e rs a re fo r A GUIDE TO NOWHERE SPRING 2018 art of the We our p ste SPRING 2018 fy w ho ts y tha A GUIDE TO NOWHERE u s e e fi t. On t h e f s yo ron ea to rn us W to i ld u s y dp yo r to an r.s ou e m en u, in y our shop window, o n th e reg ist er Touring Route FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is Western Wilds remote and rugged. Longer natural history, with ancient Huon Pines that grow to an age of over 3000 years. LAKE BURBURY Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge of the World Heritage Wilderness Area. LAKE PEDDER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. SENTINEL RANGES Pines that grow to an age of over 3000 years. Lake Burbury Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge. FOSSEY PICNIC AREA Heritage Wilderness Area. Lake Pedder Much of the Wild Rivers landscape has glaciers and is remote and rugged. JCDecaux Bus / Tram Stop Ad FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. Longer natural history, with ancient Huon Pines that grow to an age of over 3000 years. LAKE BURBURY Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge of the World Heritage Wilderness Area. LAKE PEDDER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. SENTINEL RANGES Pines that grow to an age of over 3000 years. Lake Burbury Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge. FOSSEY PICNIC AREA Heritage Wilderness Area. Lake Pedder Much of the Wild Rivers landscape has glaciers and is remote and rugged. Guide Train Station Ad Touring Route Signage The Agrarian Kitchen Menu Shop Front Sticker Partner Stickers From Businesses Along The Western Wilds.