identity guidelines Our Story

identity guidelines Our Story

Our Story Brand Tasmania Our vision is that Tasmania will be recognised as a leader in the world of islands, with a global reputation for quality products and services. We are committed to promoting positive perceptions of Tasmania by connecting its natural values to the resourcefulness, innovation and creativity of its people. Brand Tasmania Brand Tasmania is a marketing organisation initiated by export businesses and supported by the State Government. Brand Tasmania is the custodian of the Tasmanian Master Brand and is committed to the promotion and protection of the Tasmanian brand and the values that constitute that brand in national and international markets. Brand Tasmania is administered by a board representing various sectors of the Tasmanian economy and relevant government departments. Our Partners Brand Tasmania recognises that a vital ingredient to the successful development of its marketing efforts is its relationships with businesses, industry associations, other relevant organisations, educational institutions and local and State government bodies. To formalise these relationships, Brand Tasmania has created partnership opportunities to enable organisations to champion the Tasmanian Brand. To enlist as a Brand Tasmania Partner, an organisation must demonstrate a commitment to the Tasmanian brand values defined by Brand Tasmania. Listen to our stories Brand Tasmania promotes the advantages of living, working, learning, visiting and doing business in the State. When you analyse that task down, it s essentially about telling stories. So join our efriends group and once a month we will keep you up-to-date with the good news that s always flowing in our State. So sign up as a Brand Tasmania efriend at www.brandtasmania.com Brand Tasmania actively utilises social media to extensively promote Tasmania and we want you to hear what we have to say! Also we invite you to view the Brand Tasmania YouTube Channel where you will see more than 270 videos promoting Tasmania s foods, beverages, tourist experiences and events. For more information about Brand Tasmania, to enlist as a Brand Tasmania Partner, or to sign up as a Brand Tasmania efriend scan this code or visit www.brandtasmania.com

Brandmark Applications The appropriate brandmark and quality mark may be used by Brand Tasmania partners to promote their products or services. 1a 1b 1c 1e 4a 1d 1f 2a 3a Brandmark Variations The full-colour horizontal format of the brandmark, as shown in 1a is considered the master brandmark. Wherever possible, this preferred version should be used. All configurations of the horizontal brandmark are shown on the left. The full colour brandmark may only be reversed out of Brand Tasmania blue. (C100 M90 Y0 K25) The stacked brandmark may be used in place of the master brandmark when space limitations apply. Mono and limited use versions of the brandmark are also provided for limited reproduction quality. The limited use brandmarks should never be reproduced larger than a T height of 4mm. 1a Tas_Horz_CMYK.eps 1b Tas_Horz_CMYK_Neg.eps 1c Tas_Horz_GS.eps 1d Tas_Horz_GS_Neg.eps 1e Tas_Horz_Mono.eps 1f Tas_Horz_Mono_Neg.eps 2a Tas_Vert_CMYK.eps 3a Tas_QM_CMYK.eps 4a Tas_Horz_CMYK_LU.eps As a partner, the identity system may be used to market your product, in associated packaging, embedded in the product, or in communications to identify a Tasmanian place of origin.

Our Brand Essence Far from Ordinary Defining our Brand Essence Our Brand Essence is our unique point of difference in the world and it forms the basis for the strategic direction for all future Brand Tasmania messages. Our brand essence reflects the aspirations of all sectors of our economy and community. Our Assets Our Leverage Our Brand Essence Tasmania is far from an ordinary place: to live to do business to work to source value-added products to source value-added services to study to visit to enjoy culture Untouched and unique wilderness Creativity reflected in vibrant arts and crafts Real community feel The world s cleanest air Business opportunities Historically significant Authentic and unique destination An inspiring place to live and work A culture of innovation World leadership in key industries Quality produce, goods and services Our Brand Essence Far from Ordinary Our Brand Model Our Brand Model defines the values on which our Masterbrand is built. Our core brand values are the foundation of our Masterbrand Identity System and underpin every message we deliver. Our Brand Attributes Tasmania is the story: an island of inspiring natural beauty. Home to a proud and independent community of creative, resourceful and welcoming people. Rich in natural and cultural heritage. essence personality Natural, Confident, Inspiring, Authentic values Trustworthy, Resourceful, Creative, Distinctive positioning An innovative island community delivering products and experiences that surpass expectations attributes How to use these Guidelines Refer to the values and attributes above when creating Brand Tasmania communications. Brand applications, with examples of recent campaigns, publications and content, are available at www.brandtasmania.com Please reference the Masterbrand in its entirety when creating work.

Our Brandmark Energy, Intelligence, Confidence The Brand Tasmania mark is devised from the inspiring natural landscapes of Tasmania. Its organic and effortless form reflects the pure quality of Tasmanian nature, produce and services. Our Brandmark The Brand Tasmania mark represents energy, intelligence, and confidence. The shape is also a stylised map of Tasmania, an icon recognised by a global audience. The Tasmanian master brand identity which is a registered trademark, developed as a result of local consultation and rigorous research in our key external markets. By creating a collaborative framework across our private and public sector networks, we can communicate focussed messages that promote the value of being Tasmanian. The consistency we achieve collectively allows us to communicate most effectively. By encouraging growth and recognition of Tasmania as a source of products, services and experiences of premium value we can amplify competitive advantage for members. Partners of Brand Tasmania are permitted to use the Tasmanian brand-mark identity system in approved situations. It can be used in marketing the Partner s product, either in associated packaging or imbedded in the product or as a part of the partner s communications to identify a Tasmanian place of origin link. To view the usage guidelines and examples of how Partners have incorporated the use of the brand mark please visit www.brandtasmania.com Co-Branded Lock-up The Brand Tasmania brandmark will often be seen alongside another brandmark. In some cases, a co-branded lockup may need to be created. The two brandmarks should be optically balanced in size, separated by a black rule with the main text sitting on the baseline of the Brand Tasmania brandmark. These measurements should be used as a guide only, and any co-branded lock-ups must be approved by the Brand Tasmania. This document outlines Our Story and introduces some of the various elements that comprise the Brand Tasmania Masterbrand Identity. For more information on implementing Our Brandmark please refer to our website at www.brandtasmania.com 1T 1T 1T

For further information or for partnership applications, please contact: Brand Tasmania po Box 957 Sandy Bay tas 7006 Australia info@brandtasmania.com www.brandtasmania.com