City of Melbourne

Brand Manual
Sponsorship styleguide April 2010
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Contents Intro

Definitions 3 The City of Melbourne corporate Identity

Our Brandmark 4 is a visual representation of our brand
Brandmark Lock-ups 5 positioning. It enables a unified, positive,
flexible and future focus for the City of
Colour Palette 6
Melbourne.
Clear Space 7
The following pages explain the multiple
Minimum Size 8
iterations of the City of Melbourne corporate
Co-sponsorship 9 identity system, and the rules around using
Incorrect Usage 10 them correctly to create an inspiring and
File names 11 forward thinking brand.
Contact 13 Please follow the guidelines carefully. We
have developed these guidelines to help to
build and maintain a clear, consistent and
successful visual identity.
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definittions

A.  Symbol

The ‘M’ element in all colour versions.

B.  Type

The words ‘City of Melbourne’.

C.  Lock-up

 he configuration of the symbol (A) and

T
the type (B).

D.  Brandmark

 he brandmark (D) is the ‘M’ symbol in

T
any of it’s versions (A), the type ‘City of
Melbourne’ in either one or two lines (B)
when used together in either lock-up (C).

A+B+C=D

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Our Brandmark

The City of Melbourne brandmark is a

visual representation of our brand, and its
integrity must be maintained at all times.

It comprises of two elements:

The Symbol
The Type

The brandmark must always appear in the

proportions shown, and no attempt should
be made to redraw, stretch, squeeze or
distort the brandmark in any way.
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Brandmark lock-ups
The brandmark elements (symbol and type) sponsorship A sponsorship B
can be used in two different lock-ups: (Preferred lock-up)
For medium scale usage where the ‘City of Melbourne’
Sponsorship A Stacked right type needs greater prominence. Note minimum
Used when legibility of the ‘City of Melbourne’ type
height of full colour symbol is 10mm.
Sponsorship B Horizontal stacked requires equal prominence to the ‘M’ symbol, or where
there are space and layout restrictions.

sponsorship A sponsorship B
(Preferred lock-up)
For medium scale usage where the ‘City of Melbourne’
type needs greater prominence. Note minimum height
Used when legibility of the ‘City of Melbourne’ type
of lined symbol is 10mm.
requires equal prominence to the ‘M’ symbol, or where
there are space and layout restrictions.

sponsorship A sponsorship B
(Preferred lock-up)
For small scale usage where the ‘City of Melbourne’
type needs greater prominence.
Used when legibility of the ‘City of Melbourne’ type
requires equal prominence to the ‘M’ symbol, or where
there are space and layout restrictions.
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Colour Palette

When used in a sponsorship capacity, Background colour - DARK

the City of Melbourne colour palette
consists of 2 variations – the ‘corporate’
blue and green as appears on page 4
and the ‘mono’ versions as per the
additional examples on the same page.

Colour usage

The colour brandmark should only be

used on a light or white background or
dark or black background. The colour Background colour - LIGHT
brandmark should never be reproduced
as a grayscale brandmark. Use the
mono versions.
The 2 mono versions can both be used
in positive and negative formats. For
example, the black brandmark on white
or light colour background or the white
brandmark reversed out of a black or
dark colour background.
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Clear space
To maximise the brand’s presence
and visual standout, there is a defined
1/2 X
minimum clear space area.

This clear zone around the brandmark

defines the area into which no other
graphic elements, such as text,
imagery or other brandmarks can
1/2 X
intrude.
1/2 1/2
The distance marked x represents
X X X
the width of the ‘M’ symbol leg. The
formula shown opposite applies to all
sizes of brandmark reproduction.
X

X X

X X
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MINIMUM SIZE
For ease of recognition, a minimum size has full colour brandmark minimum size preferred Solid Brandmark at
been set for the different versions of the minimum size
brandmark, in order to assure successful
reproduction.

‘M’ ‘M’
height height
10mm 12mm

Solid BrandmarkS minimum sizes

‘M’
height
10mm

‘M’
height
5mm

Recommended small scale usage

‘M’
height
5mm
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CO-SPONSORSHIP
When the City of Melbourne brandmark SINGULAR
needs to sit side by side an additional
sponsor or supporter, size, placement and When brandmarks must work side by side, the secondary brandmark must appear in
relevance need to be considered. equal size to the City of Melbourne brandmark.

The Sponsorship A stacked right version
of the brandmark should be used for the
majority of co-sponsorship uses due to
the equal legibility of symbol and ‘City of
Melbourne’ type.

The Sponsorship B horizontal brandmark

can be used when proportionally a better
match.

MULTIPLE

Taking the size ruling of the above singular rule, place multiple supporter
brandmarks next to each other, adequate spacing must be left between each
supporter brandmark.
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INCORRECT USAGE
To maintain consistency throughout our
identity application it is essential that the
brandmark is never altered in any way.

Here are a few examples of what not to do.

The same rules shown here, will apply to the
alternative configurations of the brandwork.
Do not use a colours that Do not use multiple patterns Do not place a facet on the Do not fill in the keyline Do not use the grid and facet
It is essential that the brandmark is always
do not sit next to each other in within a keyline brandmark. same gradient used within brandmark sporadically. patterns together.
reproduced from the master artwork. the colour wheel. the facet.

Do not place a facet on Do not use conflicting colours Do not alter the configuration Do not add any other elements Do not colour multiple
the same colour used within together. of the typography. within the clear space defined. shards within a facet with
the facet. uncomplimentary colours.

Do not use multiple colours Never place the brandmark on Do not use multiple colours Do not use drop shadows. Do not use glows.
that do not sit next to each a very conflicting colour. within a keyline brandmark.
other on the colour wheel
within any brandmarks.

Do not use brush strokes Do not redraw the master Do not use images within as master Never distort/stretch Do not put brandmark on a
or change the keyline. brandmark. brandmark. brandmark. perspective.

CITY OF

Do not outline. Do not put random elements Do not use ‘City of Melbourne’ Do not change the proportion/ Do not change the ‘City of
inside brandmark. type on its own. relationship between the Melbourne’ type with other
brandmark and the ‘City of fonts.
Melbourne’ type.
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File Names
The following are the exact file names for the
corresponding brandmark.

CoM_sponsor_secA_Colour.eps CoM_sponsor_secB_Colour.eps

CoM_sponsor_secA_Solidlines.eps CoM_sponsor_secB_Solidlines.eps

CoM_sponsor_secA_Solid.eps CoM_sponsor_secB_solid.eps
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File Names
The following are the exact file names for the
corresponding brandmark.

CoM_sponsor_secA_Colour_Rev.eps CoM_sponsor_secB_Colour_Rev.eps

CoM_sponsor_secA_Solidlines_Rev.eps CoM_sponsor_secB_Solidlines_Rev.eps

CoM_sponsor_secA_Solid_Rev.eps CoM_sponsor_secB_solid_Rev.eps
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Contact
For all City of Melbourne brandmark usage, artwork must be approved by a
City of Melbourne Brand and Marketing staff member before proceeding.

holly.franklin@melbourne.vic.gov.au

janice.tyler@melbourne.vic.gov.au

paul.custy@melbourne.vic.gov.au