Brand Values – the code the brand lives by
Proud, Inclusive (welcoming, diverse but one people), Wild & Civilised, Spirited, Raw & Untamed
Key Messages – promoted via masterbrand communications
• Magical mix – heartland/cosmopolitan, Maori/Pakeha, wild/civilised
• Top economic performer
• Punch above our weight
• Tourism – accessible and worth it
• Richly diverse but ONE people
• Mind, body & soul – great place to live/great to visit
• Proud, unique and strong
• Friendly and welcoming
• Our place to stand
• Just far enough away
• Taranaki is an attitude
• The best of heartland New Zealand coming of age
The brand’s essence is featured as a strapline in the logo. It is anticipated some co-branding partners will also use this phrase in their communications. Opposite is a mocked-up example of ‘one’ way this could be implemented. The ‘like no other’ idea could be applied to a range of different formats. You are free to make use of this.
The brand’s positioning statement (‘Legendary – past and present’) is the definition of how we ultimately want people to think of Taranaki. Positioning statements are not always used as slogans/straplines, however it is likely VTT will use ‘Legendary’ in some advertising, billboards etc. As with the strapline co-branding partners are welcome to use ‘Legendary’ in their brand communications. If you would like advice on how either of these statements could be used in your communications please contact VTT.
The texture section of the logo has been extended for use as a graphic device. This gives the brand a secondary visual language that can be used across a range of formats. It can be applied to help us ‘own’ images, i.e. make them appear ‘in brand’. It can also be applied to signage and stationery etc to make linkage with the Taranaki masterbrand more overt.
Your existing brand is likely to use specified fonts. Most companies apply a ‘PC default font’ for letters/emails and web use, e.g. Arial, Times New Roman etc. They also often have a specified font (usually a licensed font bought by the company’s design agency) for graphic or designed applications, e.g. signage, advertising etc. Our intention is that co-branding partners don’t need to change the visual elements (graphics, colours, fonts etc) of their existing brand by applying the Taranaki logo, texture graphics or utilizing the ‘Like no other’ or ‘Legendary’ statements.
That said, using ‘Like no other’ or ‘Legendary’ is one instance where you could consider using the Taranaki brand font – Rockwell Regular/Rockwell Bold. Doing this would be great for building Taranaki brand recognition.
NB: Please note there is no requirement to do this if you prefer to use your own brand typeface. If you are interested in using Rockwell and don’t own the font, please ask your designer to contact www.fonts.com
Taranaki - like no other logos, and textures can be downloaded from http://business.taranaki.info/list.php/page/download-logos-and-textures
For more information on using brand logos, textures and colours contact Venture Taranaki.