INTRODUCTION - Office of Environment and Heritage

Transcription

Brand Guidelines
NSW National Parks and Wildlife Service
Photography: Ingo Oeland/OEH Image Library.
INTRODUCTION
Office of Environment and Heritage
Version 4 – January 2016
Contents
•
•
•
•
•
•
•
Logos
Brand Assets
Photography
Video
Tone of Voice
Collateral
Templates, waves and logos
MPU
Introduction
Welcome to the NSW National Parks
and Wildlife Service Brand Guidelines
Each section also has simple examples of correct and
incorrect usage. More content will be added over time,
to cover for new applications and promotional needs.
These guidelines are an outcome of the NSW
National Parks and Wildlife Service brand strategy,
which was delivered and approved in early 2010.
NPWS needed to refresh its brand and engage with
consumers, based on research that showed their little
understanding of the parks brand and what it stood
for. Even though many people love and visit our parks,
few really know much about our values and role. We
also need to entice a younger generation who has so
many options with their leisure time other than visit
national parks.
What is new in version 3
Marketing collateral is one of the key expressions of a
brand. Every brochure, flyer, banner or merchandise
piece we produce is saying something about us.
We need to be consistent in our style and message;
otherwise we confuse our visitors and weaken the
NPWS brand.
• Reviewed tone of voice to expand information for
digital and social media communication.
• Added sections:
Co-branding in the 'Logo' section
This section explain/clarifies when to use the
NPWS wave, the NPWS logo lock-up and where
should partner logos be placed.
Icons for digital applications
The brand guidelines are supported by templates
and both are available on eHub. The NPWS brand
guidelines are a mandatory standard, to be used in all
promotional material. They will be closely linked to the
OEH publications approval process.
The brand guidelines’ objectives are to ensure
consistency across the organisation and assist in the
use of the NPWS brand. We have included the following:
• Appropriate use of the brand logo and brand
assets
• Photographic style
• Copy tone and manner
• Collateral guidelines and examples
MPU
For more information
If you require more information or have
any questions regarding the NPWS brand
guidelines, please send us an email to:
npws.brand@environment.nsw.gov.au
The brand guidelines, logos and templates are
available in the OEH intranet at:
http://ehub/publishing/NPWSbrand/index.htm
MPU
Brand Guidelines
Photography: Ingo Oealand/OEH Image Library.
LOGOS
Version 3 – Jun 2016
Logos
PRIMARY USAGE
The NSW National Parks and Wildlife
Service (NPWS) and NSW Waratah
logos make up the primary NSW
National Parks Logo lockup, along with
the website and dividing line.
This logo is to be used on any branded
communications and collateral produced by NSW
National Parks to market the parks to visitors.
It should only appear on a white background.
dividing line
NSW Waratah emblem
National Parks and
Wildlife Services NSW
emblem
website
SECONDARY USAGE
The secondary logo lockup is the same
as the primary one but without the
website reference. It should only be
used as follows:
• When the web address is redundant (i.e. logo is on
the website itself) or
• On specific collateral, which aims to promote
another website. As with the primary lockup, it
should only appear on a white background
Please note: The NPWS shield will ALWAYS be used in combination with the NSW government logo. The only
exceptions are signage, uniforms and merchandise (e.g. water bottles) where the NPWS shield is used by itself.
Logos
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Logo colour
The logo is available in a number of
colour formats specified below:
• CMYK – This is the standard colour version used in
all digital printing methods
• PMS (Pantone Matching System) – A special colour
has been selected for use in the NPWS shield. This
version can be used in offset printing methods
which allows for additional PMS colours to be printed
• Black and White – Used in printed material where
colours are not available
40% Black
CMYK gradient:
0/100/75/4 to
5/100/71/22
100% Black
CMYK:
0/30/95/0
(PMS 7409 C)
CMYK:
100/85/5/20
80% Black
Logos
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Minimum size and isolation area
MINIMUM SIZE
To maintain integrity and legibility, the
logo should not be reproduced any
smaller than 25mm in width.
Primary logo
MINIMUM SIZE
25 mm
Secondary logo
MINIMUM SIZE
25 mm
At this size it is still possible to clearly identify the
elements of the logo and to read the website address.
ISOLATION AREA
To maintain clarity, it is important to
give the NSW National Parks logo
some breathing space.
The minimum clearance space around the logo is
defined as X. The X is determined as the width of the
‘S’ in NSW. This space ensures that the logo is given
enough space and emphasis on the page.
Logos
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One colour (Black and White and reversed out)
BLACK AND WHITE LOGO
Black and White Logo
MINIMUM SIZE
25 mm
Wherever possible, the NSW National
Parks logo should be produced in
full colour. When this is not possible, a
positive or negative one colour
logo is supplied, to be used in one
colour printing.
The same rules regarding the lockup, minimum size
and isolation area apply when the logo is being
produced in black and white. The logo should not be
produced in colours other than black or white. The
positive one colour logo can only be used on white
and the negative version only on 100% black.
White logo (reversed out)
MINIMUM SIZE
25 mm
Logos
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Logo misuses
The NSW National Parks logo should
not be used in any format other than
those specified. The examples on the
right show some typical misuses.
The logos shown here demonstrate the things that
you must not do with the lockups. Please stick to the
formats provided.
The logo cannot be squashed or
stretched in any way.
nationalparks.nsw.gov.au
The logo cannot be re-coloured in
any way
The logo cannot appear on a
coloured background
The elements of the logo cannot be
rearranged in any way
The elements of the logo cannot
be outlined
The logo cannot appear on a
textured background
Logos
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Co-branding
There are two cases:
1. Events owned by NPWS: We use the 'wave' and partner logo is included in text.
GREAT WALKS
OF NEW SOUTH WALES
-m
important Gamilaroi meeting place and huge
ceremonies took place here until 1883.
The reserve is a wildlife corridor in the
‘Brigalow Belt’ providing habitat for
numerous animal species.
Terry Hie Hie Aboriginal Area is managed by
the NSW National Parks and Wildlife Service,
in collaboration with the Terry Hie Hie Comanagement Committee.
TERRY HIE HIE ABORIGINAL
RESERVE
In 1895, the Aboriginal Protection Board set
aside 202 acres as an Aboriginal Reserve.
At its peak in 1915, approximately 95 people
lived on the reserve. Denied their freedoms,
the Aboriginal residents were basically
prisoners in a gaol without walls.
After the forced removal of children by the
Aboriginal Protection Board in the 1920s, the
camp was split and the people moved to the
outskirts of Moree and across the border to
Queensland in an attempt to prevent their
children from being stolen.
THINGS TO SEE AND DO
Picnics and barbecues
The northern part of the Mission section of
Terry Hie Hie Aboriginal Area has a delightful
picnic area complete with gas barbecues
and picnic shelters. Interpretive signs explain
the significance of the area to Aboriginal
people, the birds to look out for and bush
tucker.
GENERAL INQUIRIES:
43 BRIDGE STREET
HURSTVILLE NSW 2220
T: 1300 36 1967 OR 02 95856444
F: 02 9585 6555
ABOUT THE ABORIGINAL AREA
The Mission section of Terry Hie Hie
Aboriginal Area is comprised of a north
and a south part with the old Terry Hie Hie
Aboriginal Reserve between the two areas.
The Aboriginal Reserve operated from 1895
through to 1922.
Terry Hie Hie takes its name from a local
pastoral property established in 1836. The
Gamilaroi refer to the area as Dhigaraa
baa burrulaa dhull (The Place of Many
Little Birds). This area was part of an
Bush walking
Yana-y warruwi (Gamilaraay for ‘walking
track’) is a 3.2 km loop track that
winds through the different vegetation
communities in the reserve. It is a great
place to observe woodland birds and there
are two main resting spots. The walk takes
3–3½ hours and leaves from the visitor area.
ag
ement Com
m
CASE STUDY: THE ROYAL
COAST TRACK GREAT WALK
Bird watching
Just as the Gamilaroi name suggests
(Dhigaraa baa burrulaa dhull—The Place of
Many Little Birds), Terry Hie Hie is a great
location to watch birds. Over 100 bird
species have been spotted in the reserve,
including the threatened glossy black
cockatoo, hooded robin, brown treecreeper
and the turquoise parrot.
The scrubby understorey provides ample
cover for small woodland birds to feed and
nest. The tall trees are good habitat for the
larger birds including birds of prey.
Planning, design and consultation
for on-the-ground capital works have
progressed towards the delivery of
a revitalised Royal Coast Track. The
Royal Coast Track Great Walk will be an
easily accessible overnight experience
showcasing rugged Australian coast,
sheltered coves, surf and wildlife just an
hour from Sydney.
The Royal Coast Track Great Walk will
see in excess of $2,000,000 invested
in the facility through the Great Walks
of NSW program. This will deliver
increased camping opportunities,
environmental restoration works, track
surface improvements, a full upgrade of
way-finding signage and improvments
to pre-trip information sources. This
walk, in Australia’s first national park,
will be a flagship for the Great Walks of
NSW program.
GETTING TO THE VISITOR AREA
From Narrabri
Head north out of Narrabri along the Newell
Hwy to Bellata (47 km). Turn right onto Wilga
Street (follow the sign for Terry Hie Hie).
This road turns into Berrigal Creek Road.
Follow this road for 34 km and veer left at the
Y-intersection with Melburra Road. Terry Hie
Hie Aboriginal Area is a further 14 km and
just north of the village.
From Moree
Head west on the Gwydir Highway out of
Moree towards Warialda. Travel 6 km and
turn right onto the Moree-Terry Hie Hie
Road. The Mission section of Terry Hie Hie
Aboriginal Area is located just north of the
village of Terry Hie Hie approximately 43 km
from the Gwydir Highway turnoff.
FOR MORE INFORMATION VISIT
WWW.NATIONALPARKS.NSW.GOV.AU
CALL 13000 PARKS (13000 72757) OR
NARRABRI OFFICE ON 02 6792 7300
OPENING HOURS
8.30AM - 4.30PM, MON TO FRI
STAYING SAFE IN PARKS
• Weather can deteriorate quickly; do not
use walking tracks in high winds.
For a shorter walk (1–1½ hours) turn off at the
3rd Trail until you meet back up with Yana-y
warruwi and head back to the picnic area.
• Carry water on all walks.
Tracks are an easy grade, but please stay on
the track, otherwise you may lose your way.
Ticks are present in the park, so wear and
carry insect repellent.
• Mobile phone reception is unreliable.
• Trees and branches may fall without
warning.
For more information visit:
www.environment.nsw.gov.au/parksafety
Photography: Royal NP (D. Finnegan/OEH Image Library)
Terry Hie Hie Aboriginal Area is a
special place for the local Gamilaroi
Aboriginal people (Gamilaraay,
Kamilaroi, Gomeroi). The Aboriginal
Area is made up of a number of
sections stretching north from Mt
Kaputar National Park. They protect
ceremonial and art sites, tool-making
areas, burial sites, hunting grounds
and places where Aboriginal people
lived before and after contact with
European settlers.
itt
Co
ee
HIE H
RRY
IE
TE
an
WWW.ENVIRONMENT.NSW.GOV.AU
Print: Never add a logo inside the wave
A NSW Government initiative delivering a series of iconic walks in NSW national parks, packaged to rival the best
of both Australian and international walking experiences.
Print: Partner brands are to be placed outside the wave
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Co-branding
2. Events owned by third parties: we provide the lock-up and it is included with other logos.
Fantasea Adventure Cruising
SIMS Marine Festival
Recharge your batteries after the Hike with
a range of refreshments including SIMS own
Sausage Sizzle, Turkish Gozleme, fresh cut
sandwiches, sushi, tea, coffee and snacks.
A free ferry will be
running continuously from
10:30am to 3:00pm to
take participants from the
FInISH LInE at Chowder Bay
back to Kirribilli courtesy
of Fantasea Adventure
Cruising.
Check out SIMS marine display of creatures
that live in our Harbour or get up close and
personal with some native animals courtesy
of the Taronga ZooMobile.
As a thank you for supporting Fantasea Harbour Hike
in 2014, Fantasea Advenutre Cruising are offering a
20% discount on their fabulous Bondi Beach/Whale
Watching Cruise or their Sydney Seven Wonders
Coastal Adventure.
10am – 3pm Clifton Gardens Reserve,
Chowder Bay
There’s a jumping castle and face painting
for the kids or just sit back and soak up the
spring sunshine.
Thank you to all our supporters
PRESENTINg SPoNSoR
MEDIA PARTNER
CoMMuNITy PARTNERS
CoMMuNITy SPoNSoR
in support of Sydney Institute of Marine Science
Sunday 7 September 2014 www.harbourhike.com
Book at www.fantasea.com.au and quote the
promo code FANHH14
About the Sydney Institute
of Marine Science
The Sydney Institute of
Marine Science (SIMS) is
Australia’s premier marine
research facility working to
preserve and protect our
most precious waterways,
including the iconic Sydney
Harbour. SIMS brings together scientists from
six leading NSW universities and is based at
Chowder Bay.
© Emma Birdse
For more informations about SIMS and the Sydney
Harbour Research Program visit www.sims.org.au
Digital
y
HIKER PASSPORT
Print
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Campaigns
NPWS campaigns can have a distinctive
identity, but the NPWS lock-up will
be used to associate the campaign to
National Parkas.
See One of Nature’s
Great Ocean
Migrations
Image credit: OEH/W. Reynolds
50 mm
Find a whale watching hotspot in a national park on our website.
wildaboutwhales.com.au
Share your coastal adventures on our Facebook page.
Facebook.com/wildaboutwhales
50 mm
Tell us about your whale sightings via Twitter.
Twitter.com/wildaboutwhales
Or share your sightings on the go and learn more
about whales with the Wild About Whales mobile app.
So what are you waiting for?
It’s time to get Wild About Whales.
NEW SOUTH
Facebook page
Print material
Cycling fast facts
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lobortis arcu. Nam purus purus,
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magna. Nullam faucibus, lectus
eu malesuada ornare, neque dui
ultricies sapieltricies sapien, at
lobortis sapien dolor sed sapien.
Vivamus sed lectus Lorem ipsum
dolor sit amet, consectetur
adipiscing elit.
CARING FOR THE PARK
Tium commodo massa, sed sollicitudin
dolor pellentesque non. Aenean vitae arcu
arcu, id lobortis arcu. Nam purus purus,
suscipit in sodales id, eleifend nec magna.
Nullam faucibus, lectus eu malesuada
ornare, neque dui ultricies sapielt dolor.
Many NSW parks are remote and
rugged places, weather can change
quickly and conditions in the bush or
on the water may be unpredictable.
When visiting a national park, be aware
of the risks and take responsibility for
your own safety and the safety of any
children in your care. Remember to plan
ahead, choose your walks and activities
to match your stamina and fitness level,
and tell someone where you’re going
and when you’ll be back.
For more information about staying safe
in parks visit
GETTING THERE
Many NSW parks are remote and rugged
places, weather can change quickly and
conditions in the bush or on the water
may be unpredictable. When visiting a
national park, be aware of the risks and
take responsibility for your own safety and
the safety of any children in your care.
Remember to plan ahead, choose your
walks and activities to match your stamina
and fitness level, and tell someone where
you’re going and when you’ll be back.
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Print material
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www.environment.nsw.gov.au/parksafety.
Web banners
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Icons
• Theses icons are for use in digital formats
such as websites and apps.
• They need to have a 2 colour scheme in
the background.
• The ideal size is 32 x 32 pixel, but can be
adapted to the platform used.
Example of using the icons in website
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MPU
Paper recommendation
It is important to choose paper that adequately
reflects the brand values. The main aspects to
consider when selecting paper are:
• sustainability
• paper quality
PRINT SPECS – QUALITY
• For brand consistency, it is essential to produce all
material in a high print quality. Use 300ppi images
in CMYK and vector typefaces
• availability
• Do not print images with a quality lower than
150ppi
• value for money
RECOMMENDED PAPER WEIGHT
Decisions you make on the purchase and use of
paper can significally reduce your environmental
impact. Whenever possible, use 100% recycled
paper. Otherwise choose stock sourced from certified
plantations. Look for Forest Stewardship Council
(FSC) or Programme for the Endorsement of Forest
Certification (PEFC) certified stock.
Collateral
Paper Stock
DL leaflet
150/170 gsm
A4 brochure
150/170 gsm
A3 poster
170 gsm
PAPER SPECS – GENERAL
• Use environmentally sustainable paper that is
bright white (not grey or beige) and holds the print
well. Avoid paper on which ink spreads.
• No textured paper
• No finishes, avoid glossy/ lacquered finishes.
PRINT SPECS – COLOURS
• Please use the chosen colour palette as specified
in the brand assets section. Where possible,
use a PMS special colour rather than the CMYK
breakdown
Logos
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Brand Guidelines
Photography: Ingo Oealand/OEH Image Library
BRAND ASSETS
Version 3 – July 2016
Typography – primary typeface
Helvetica Neue is the primary typeface
for NSW National Parks. This classic
font comes in many weights and
styles, allowing a diverse yet
consistent look.
Helvetica Neue Regular
USAGE
Helvetica Neue Italic
These Helvetica cuts have been chosen for specific
purposes. Following the recommended use of cuts
assures a consistent brand appearance throughout
all collateral.
Please note that type is not to be used in 100% black.
The primary type colour is 80% black on white or
reversed out of images.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Neue Bold
Helvetica Neue Heavy
abcdefghijklmnopqrstuvwxyz
1234567890
This is the standard cut. It
is used for body copy and
introductory paragraphs
(80% black unless on a
highlight box or image)
This cut is only used in
body copy to highlight
words and web
addresses
(same colour as the text it
is highlighted in)
Helvetica Neue Bold is
used for headings, subheadings and contact
details
(sub-headlines can be in
accent colours)
This heavy cut is only to
be used for headlines
(on pictures either white
reversed out with a drop
shadow or as tint of white)
Brand Assets
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Typography – primary typeface - examples
EXAMPLE
To the right is some sample copy,
showing usage for the different
Helvetica cuts. The example also visually
shows the relationship of type sizes.
Atio quae.
Ovidel inctur?
HEADLINE
Helvetica Neue Heavy
Maximod isquidita volor
sequid mil ea verum as.
HEADING
Helvetica Neue Bold
Ditiurias sandand uciendam, ut odit que labo.
Ecestium qu dipsum que consequi untem
autIgendae conseque nos est voluptae rest.
INTRO
MILLAUT AUT AUT ANDANDIO
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ad quia ipit magnamu sapiendia doloratquas dolum evendit vollam
rest, sitaquas dolende lectate omnitisquam sitio.
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dolor remolorro offici reptatquiam dem. Et restrum reseque preperi
volenim enihit fuga.
• Opti delestotae nem exeri rem ad eosam aut esteculpa inctus
aligentur mos necersp eraepercipit dolupti
(on images only,
tint of white or white
reversed out)
Fon size can be between 38 pt to 64 pt, it
totally depends on the size of media
Fon size can be between 18 pt to 25 pt, it
totally depends on the size of media
Fon size should be 11 pt
SUB-HEADING
Helvetica Neue Bold
HIGHLIGHT
BODY COPY
• Itlitiasim es nos ex es esto in porera nonsed eum derferspis
dem ipsus, qui nihillorem
earum nonecte vel mod molut moditisciam, odit et, et que nobit
volor www.maximillantvelliquam.com.au
WEBSITE REFERENCE
GENERAL INQUIRIES:
STREET NO. STREET NAME, SUBURB, POSTCODE
T: 0X XXXX XXXX OR 0X XXXX XXXX
F: 0X XXXX XXXX
ADDRESS
Helvetica Neue Bold and
Brand Assets
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Typography – accent typeface
For a personal feel and to link the
visitor with the brand, an accent
typeface has been especially created
for NSW National Parks.
This font is called Park Life and is owned and
managed by NSW National Parks.
Park Life consists of the English alphabet in upper
and lower case, numbers, common ligatures and a
range of alternate letters as well as the most common
punctuation and signs.
USAGE
This font should only ever be used to portray the
thoughts and feelings of visitors to NSW National
Parks. It is used for emotive and conversational
copy, for instance reversed out of images as per the
example shown.
Park Life
Ke КTh ee fifl ngof omonoo th wo
� � � � ��
!?#$%&()*+,-. /:;<>= @^[]{}~
EXAMPLE
Park Life is to be used as an accent typeface only,
it should never be used for factual information or
body copy.
Please contact the MPU if you wish to use Park Life at
Brand Assets
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Picture credit would go in this space here. Photographers name would go here
Typography – headlines
There are 2 different types of headlines:
Emotive and informational headlines.
EXAMPLE
It’s never
just a walk
in the park
• Emotive headlines should be in 80% transparent white
• Informative headlines should be solid white with a
distinct short drop shadow as per example given
• Please always ensure legibility. Avoid placing the
headline on a too light or extremely contrasting area
of the image
Emotive Heading = Helvetica Neue Heavy, 80% transparent white headline overlaying the image
(ensure
legibility)
‘Inherit
e Ear
’ really means
sei when I ce here
• When using a drop shadow, it should always go to
the bottom right of the type. Please ensure that the
shadow is visually matching the example
It’s neverIt’s never
just a walk
just a walk
in the park
in the park
Shadow too soft and faint
Shadow too dark and strong
‘Inherit e Ear’ really means
sei when I ce here
sei when I ce hereInformational Heading = Helvetica Neue Heavy, solid white headline with drop shadow overlaying the image (ensure
It’s neverIt’s never
just a walk
just a walk
in the park
in the park
Shadow too big
legibility)
Shadow in the wrong direction
sei when I ce here
It’s never
just a walk
in the park
sei when I ce here
sei when I ce here
Brand Assets
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Colour palette – print and online
The NSW National Parks colour
palette is inspired by colours from
national parks to give the collateral
a natural and earthy feel.
All colours are specified in CMYK (Cyan/Magenta/
Yellow/Black), RGB (Red/Green/Blue) and PMS
(Pantone Matching System).
• Print: use either the CMYK breakdowns when
printing digitally or, if preferred, the special PMS
colours can be used when printing offset
Please use the appropriate colour breakdown:
The NPWS shield has the background colour of PMS
7409C. For most print jobs unless specially requested,
use the CMYK breakdown (0/30/95/0).
• Online application: please use the RGB colours
Brand Assets
5
MPU
Colour palette – accent colours
As accent colours, it is fine to use tints
of the colour palette. The combination
of various tints gives a colourful, yet
consistent look.
You can use any tint between 100% and 10%. When
using a solid colour on a tinted coloured box, please
make sure that the copy is still legible.
Brand Assets
6
MPU
Colour palette – examples of use
Here are some examples for visual
reference of how the colour palette can
be used.
USAGE
• Ideally, use one of the NSW National Parks'
colours in several different tints together (see some
examples on the right)
• Please make sure you maximise legibility, eg. tints
should not be too light, there should be adequate
contrast, etc
HEADLINE ON WHITE
65% colour
100%
PMS 314
HIGHLIGHT BOX
20% colour
HEADLINE ON COLOUR
100% colour
COPY ON COLOUR
65% colour
legibility
MAP BACKGROUND
60% colour
legibility
MAP
100% colour
HEADLINE ON COLOUR
65% colour
COPY ON COLOUR
80% Black
HIGHLIGHT BOX
15% colour
COPY ON DARK COLOUR
100% white
DARK HIGHLIGHT BOX
65% colour
Brand Assets
7
MPU
The wave is a key element of the NSW
National Parks brand. It resembles a
landscape with a rolling hill, and holds
the logo in a consistent lockup allowing
quick brand recognition.
Wave graphic – guidelines
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Sed hendrerit sem arcu, quis placerat lectus.
Cras pretium commodo massa, sed sollicitudin
dolor pellentesque non. Aenean vitae arcu arcu, id
lobortis arcu. Nam purus purus, suscipit in sodales
id, eleifend nec magna. Nullam faucibus, lectus eu
malesuada ornare, neque dui u.
elit. Sed hendrerit sem arcu, quis placerat lectus. Cras pretium
commodo massa, sed sollicitudin dolor pellentesque non.
Aenean vitae arcu arcu, id lobortis arcu. Nam purus purus,
suscipit in sodales id, eleifend nec magna. Nullam faucibus,
lectus eu malesuada ornare, neque dui ultricies sapieltricies
sapien, at lobortis sapien dolor sed sapien. Vivamus sed lectus
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
PARK HIGHLIGHTS
tium commodo massa, sed sollicitudin dolor pellentesque non.
lectus eu malesuada ornare, neque dui ultricies sapielt dolor ses
sed lectuss placerat lectus. Cras pretium commodo massa, sed
sollicitudin dolor pellentesque non. Aenean vitae arcu arcu, id
lobortis arcu. Nam purus purus, suscipit in.
We found
so much
when we
left it all
behind
Ted hendrerit sem arcu, quis placerat lectus. Cras pretium
commodo massa, sed sollicitudin dolor pellentesque non.
lectus eu malesuada ornare, neque dui ultricies sapieltricies
sapien, at lobortis sapien dolor sed sapien. Vivamus sed lectus
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed
hendrerit sem arcu, quis placerat lectus. Cras pretium commodo
CARING FOR THE PARK
WHAT’S ON
Sydney Caravan and Camping Show – 17-25 April
www.supershow.com.au
Visitor Guide
Lautaep
Rehenim
National Park
NorthFace 100 – 15/16 May
www.thenorthface.com.au/100
Winter Magic Festival – 19 June
www.wintermagicfestival.com.au
The wave graphic performs two functions within
marketing collateral:
• It acts as a visual base to full bleed photography or
solid colour used on posters, brochures and flyers.
The wave graphic is positioned at the base of an
image with the arc of the wave overlapping the image.
• It also functions to house the logo lockup. The logo
is located under the arc of the wave graphic with an
equal margin to the bottom and right of the logo.
There are two wave formats:
• Standard wave – to be used across the majority
of collateral
• DL wave – to be used on narrow or tall material, such as DL brochures and thin portrait banners
CareFlight Woodford to Glenbrook Classic – 27 June
www.careflight.org/help/events
Photography: MAIN: N. Sullivan / Courtesy Tourism NSW
NAIDOC Week – 4-11 July
www.naidoc.org.au
massa, sed sollicitudin dolor pellentesque non. Aenean vitae
arcu arcu, id lobortis arcu. Nam purus purus, suscipit in sodales
id, eleifend nec magna. Nullam faucibus, lectus eu malesuada
ornare, neque dui.
elit. Sed hendrerit sem arcu, quis placerat lectus. Cras pretium
commodo massa, sed sollicitudin dolor pellenrcu arcu, id
lobortis arcu. Nam purus purus, suscipit in, lectus eu malesuada
ornare, neque dui ultricies sapieltricies sapien, at lobortis sapien
dolor sed sapien.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed
hendrerit sem arcu, quis placerat lectus. Cras pretium commodo
massa, sed sollicitudin dolor pellentesque non. Aenean vitae
arcu arcu, id lobortis arcu. Nam purus purus, suscipit in sodales
id, eleifend nec magna. Nullam faucibus, lectus eu malesuada
ornare, neque duielit. Sed hendrerit sem arcu, quis placerat
lectus. Vivamus sed lectus.
GETTING THERE
Many NSW parks are remote and rugged places, weather
can change quickly and conditions in the bush or on the
water may be unpredictable. When visiting a national
park, be aware of the risks and take responsibility for your
own safety and the safety of any children in your care.
Remember to plan ahead, choose your walks and activities
to match your stamina and fitness level, and tell someone
where you’re going and when you’ll be back.
For more information about staying safe in parks visit
GENERAL INQUIRIES:
43 BRIDGE STREET, HURSTVILLE NSW 2220
T: 1300 36 1967 OR 02 95856444
F: 02 9585 6555
sei when I ce here
DL Brochure – DL wave
A4 Brochure – Standard wave
Picture credit would go in this space here
The wave is to be used on all collateral
as well as front covers of brochures.
The logo without the wave is only to
be used when NSW National Parks is
featuring on the collateral of another
brand. This can only be issued by the
Marketing and Promotions Unit.
It’s never
just a walk
in the park
‘Inherit the Earth’ really means
something when I come here
Advertising –
Standard wave
Brand Assets
8
MPU
Wave graphic – primary (includes web address)
The primary wave graphic contains
the logo and the web address
www.nationalparks.nsw.gov.au
Here are the two primary wave formats: Standard and DL
Standard wave
x
x
DL format wave
x
x
Brand Assets
9
MPU
Wave graphic – primary (includes web address)
For ease of use, the wave is supplied
locked-up in the most common
formats as follows:
Please use these in 100% original size.
A3 wave
same wave size and logo position
on portrait and landscape
• The waves come with 5mm bleed (for professional
print jobs, set up on all sides). Please use
templates where possible and request a special
wave for the web
• The waves come with and without web address.
Please use the appropriate one, as with the logo
lockup, the primary version is with the web address
A4 wave – 70% of A3 wave
A5 wave – 50% of A3 wave
DL wave
landscape – 50% of A3 wave
portrait – special DL wave!
Brand Assets
10
MPU
Wave graphic – family of primary wave formats
A collection of different wave formats from A3 down to DL
size including the PowerPoint format execution. Please note
how visually consistent the wave is across all sizes.
Brand Assets
11
MPU
Wave graphic – primary wave positioning
The wave device separates the
logos and informational copy from
photography. It can be moved up and
down, depending on copy and the
space needed.
USAGE
EXAMPLE
• Please be mindful of the image cropping when
moving the wave up or down (never move the wave
to the right or left)
Here is an example of a fact sheet
where the wave sits quite highly.
• When placing copy under the wave, please be
mindful of the logo isolation area
Brand Assets
12
MPU
Wave graphic – standard wave misuses
The wave should never be used in any
format other than those specified. The
examples on the right demonstrate
misuses.
The wave graphic specific to the
DL format should not be used on
landscape collateral.
The wave graphic should be used
in its supplied formats or a visual
matching crop. Do not zoom in.
The wave graphic should be used
in front of a solid colour or an image
– never both.
The logos in the wave graphic
always sit on the right hand side. Do
not make up new lockups, crops or
positionings.
The wave graphic should not
be repeated or used as a
background texture.
The wave graphic cannot be scaled
separately from the logo lockup
Brand Assets
13
MPU
Wave graphic – DL format wave misuses
The wave should never be used in
any format other than the formats
specified. The examples on the right
demonstrate misuses.
Never use the standard
wave in a DL format.
The wave graphic
should not be placed
with the logos centred.
The logos are always
on the right and in a
specific size compared t
o the document as
per guidelines.
Any image or colour is
to be above the wave,
never below. The area
below the wave is always
exclusively white.
Never rotate the wave.
Brand Assets
14
MPU
Wave graphic – secondary (excludes web address)
In some instances, the wave device can
be used without the website reference
(similar to the secondary logo lockup).
This is only the case if:
• The collateral is specifically promoting another
website, like www.wildaboutwhales.com.au or
• When used on websites themselves
Here are the two secondary wave formats:
Standard and DL
Standard wave
x
x
DL format wave
x
x
Brand Assets
15
MPU
Wave graphic – secondary examples
Here are some examples of how the
secondary wave graphic is used on
collateral.
Example of
collateral specifically
promoting another
website, hence
using the secondary
DL format wave
without website
lockup.
USAGE
• Wave formats, guidelines and misuses apply as
per primary wave. Please refer to section the wave
graphic – primary section
Example of a
webpage using the
secondary standard
wave without
website lockup.
Brand Assets
16
MPU
Symbols – style and usage
The most commonly used information
symbols are listed below.
Please note that the symbols need to be in
PMS 301 (CMYK 100/45/0/18) as specified
in the NPWS signage manual
The full list of symbols and definitions are contained
in the PWG Symbol Catalogue at: http://deccnet/
parkmgmt/ParkSignageManual.htm
Brand Assets
17
MPU
Maps – style and usage
Maps are to be created as accurately as
possible but stylised and only detailed
enough to serve the purpose of the
application. Following this style will unify
the overall look of NPWS maps.
• all maps should have a comprehensive key, with
the name of the park as the heading
• use the symbols from the Park Signage manual
as shown on the Brand Assets section. Symbols
should be placed where the specific facility is
located
The colours to be used in maps for the key features
are as follows:
NSW National Parks - CMYK 20/0/100/5
Other NSW Government Reserve - CMYK 55/0/100/35 (@40%)
Water - CMYK - 60/0/10/0 (@40%)
Marine parks and Aquatic Reserves - CMYK - 60/0/10/0 (@80%)
Land - CMYK - 0/30/95/0 (@15%)
Symbols - PMS 301 (CMYK 100/45/0/18)
Major Road - CMYK 0/0/0/80 (3pt)
Secondary Road - CMYK 0/0/0/60 (1.5pt)
Unsealed Road - CMYK 0/0/0/30 (1.5pt)
• all text should be in Helvetica Neue
4WD Road - CMYK 0/0/0/60 (1.5pt) 4pt dash/2pt gap
• do not overcomplicate: the focus is on ease of use
Railways - CMYK 0/0/0/60 (0.75pt) 1pt dash/1pt gap
• always show a reference to Sydney,
eg. Sydney > 180km
and/or to the major closest town;
eg. Coffs Harbour > 80km
Walking Track - CMYK 0/60/100/60 (0.75pt) 1pt dash/2pt gap
• use only the specified colours from the NSW
National Parks colour palette, except symbols,
which need to be in CMYK 100/45/0/18.
Overview map – merely a location finder map: NSW is
highlighted and Sydney referenced for overview. Use
tints of one colour (relevant to the design).
Fire Trail - CMYK 0/60/100/60 (0.75pt) 4pt dash/2pt gap
On the next page are some examples of more detailed
area and parks maps.
These map guidelines are for guidance only. When
designing a map, please consider what it is that your
map is intended to portray and make adjustments
accordingly. If in doubt, contact the brand manager
at: npws.brand@environment.nsw.gov.au
Lines thickness and spacing used in dashed lines may
need to be adjusted according to the scale of the map.
• always specify if the map is to scale
• all maps should feature the following disclaimer:
These maps give you a basic overview of features
and facilities. They do not provide detailed
information on topography and landscape, and
may not be suitable for some activities. We
recommend that you buy a topographic map
before you go exploring.
Brand Assets
18
MPU
Maps – examples
Specific park overview map
For information on specific file requirements for
publishing pdf maps onto the National Parks website
please visit: http://deccnet/publishing/resources/
webguide/pdfmaprequirements.pdf
Area overview map
Brand Assets
19
MPU
Outback
and Rivers
Maps – examples
Lachlan Valley
State Conservation Area
bb
Co
Hillston
Hig
hw
ay
Ungarie
Buronga
MALLEE CLIFFS
NATIONAL PARK
Penarie
B400
WAY
oa
WAY
HW
Y
N
KIDMA
er
Riv
128
199
75
Moulamein
LLEY
MAL
NYAHVINIFERA
PARK
38
20
WEDDIN
MOUNTAINS
NATIONAL
PARK
OOLAMBEYAN
NATIONAL PARK
39
Darlington Point
HW
Y
MURRUMBIDGEE
VALLEY NATIONAL PARK
20
HIGHWAY
VA
LEE
B12
YANGA
NATIONAL
PARK
172
Murrumbidgee
AY
HIGHW
Y
MURRA
HIGHWAY
Ouyen
BALRANALD
80
GRIFFITH
Carrathool
T
STUR
HAY
STUR
T
A79
River
57
NARRANDERA
94
107
COOTAMUNDRA
Y
OLY
Junee
WAGGA
WAGGA
41
Gundagai
104
SWAN HILL
AY
DENILIQUIN
Riv
er
79
Kerang
V I C T O R I A
Cohuna
B260
VALLEY HWY
This map provides a basic overview of features and facilities. It does not provide
detailed information on topography and landscape, and may not be suitable for some
activities. We recommend that you buy a topographic map before you go exploring.
LEAGHUR
STATE PARK
LODDON
A79
AY
HIGHW
80
THE ROCK
NATURE
RESERVE
Jerilderie
90
y
B400
KERANG
REGIONAL
PARK
HW
B200
40
KILOMETRES
rra
Y
B220
N
0
Mu
HW
HIG
IA
WYPERFIELD
NATIONAL PARK
HW
C
MPI
20
Fruit
39
120
FLAGSTAFF
MEMORIAL NR
TEMORA
95
GUNBOWER
NATIONAL
Mathoura
PARK
Barooga
BARMAH NP
Nathalia
ECHUCA
MOAMA
B75
To Melbourne
Mulwala
B400
LOWER GOULBURN
NATIONAL PARK
Shepparton
Wangaratta
vary these dates seasonally. Please
contact the parks offices for more
information.
Both Paroo-Darling National Park
and Sturt National Park have a ‘no
fire on park’ policy.
TUMUT
ME
HU
Numerkah
Yarrawonga Rutherglen
WARBY-OVENS
NATIONAL PARK
each year. Park management may
In an emergency call 000
HW
M31
Broken Hill
WOOMARGAMA
NATIONAL PARK
Corowa
130
111
between 31 October and 31 March
Y
HWY
Tocumwal
Reed Beds
Cobram
Bird Hide
187
TERRICK
TERRICK
NATIONAL
PARK
RIVERINA
MURRAY VALLEY
NATIONAL PARK
gov.au/nationalparks
A solid fuel fire ban may be in place
in some national and regional parks
134
WAY
BIG DESERT
WILDERNESS
PARK
AYS
If you do have a small campfire, make
sure you completely extinguish all fires
before leaving an area or going to bed.
A small amount of glowing embers can
And don’t forget, dogs are only allowed in
Regional Parks, so best to check before
you bring Fido along for the ride!
222
NR
Cooking outdoors is part and parcel of
the camping experience, and it’s a good
idea to pack a gas or liquid fuel stove
for your trip. Unlike many other bush
camping spots, small campfires are
allowed in the river red gum reserves
outside of the solid fuel ban period.
Insert a pull out box about the solid fuel
fire ban. A solid fuel fire ban applies
between 31/10 and 31/3 each year.
Park management may vary this if local
conditions change.
HATTAHKULKYNE
NATIONAL
PARK
SU
Camping is free in the river red gum
reserves, and there’s no need to book.
Just pull up your caravan or car and pick
a spot in the designated campground.
start a huge bushfire. Please don’t feed
native animals
- it can damage their
BENALLA
health and make them dependent on
campers for food. To avoid attracting
scavengers, store food and garbage in a
secure container.
Robinvale Euston
MURRAY SUNSET
NATIONAL PARK
To view park closures
Grenfell
West Wyalong
C
OLYMPIC
STANHOPE
WANGARATTA
08 8091 5155
visit environment.nsw.
COCOPARRA
NATIONAL
50
PARK
E
RA N G
LACHLAN VALLEY
NATIONAL PARK
78
Wilcannia
OTHER INFORMATION
105
RA
A20
110
24
BB
CO
20
03 5020 1599
0419 722 055
02 6830 5106
08 8082 6660
02 6836 2448
02 6993 4043
08 8091 5155
02 6829 1670
08 8091 5155
08 8082 6660
03 5027 5080
08 8091 5155
150
AY
HIGHW
Goolgowi
WES
ID
MILDURA
Balranald
Bourke
Brewarrina
Broken Hill
Cobar
Hay
Ivanhoe
Lightning Ridge
Menindee
Tibooburra
Wentworth
White Cliffs
60
TERN
n
hla
c
La
M
31
Zone
Dareton
ROAD INFORMATION
LL
WE
AR
OP
OC
Rive
To Adelaide
SHEPPARTON-MOOROOPNA
M
Booligal
Wentworth
r
To Melbourne
LOUGHAN NR
n
118
Lake
Victoria
Albury
FORBES
87
NE
GOULBURN
VALLEY HWY
Rutherglen
Cre
75
ie
w
erro
Walls of China
Hillston
ek
210
Willandra Lakes World Heritage Area
Lake Cargelligo
Exclusio
alka
aw
Taly
MUNGO
NATIONAL
PARK
Condobolin
ROUND HILL
NATURE RESERVE
95
Fly
Cree
k
DARLIN
G
Corowa
KIDMA
N
CITY
Pooncarie
Jindera
KEMENDOK NP
PARkELMORE
RUlES
DA
RL
IN
G
HIGH
WAY
te
W
es
Cobb Highw ay
Road
Maude
SILV
ER
WILLANDRA
NATIONAL
PARK
230
To
Albury
River
Tullamore
Willandra Homestead
Travellers
Lake
NEARIE
LAKE NR
Howlong
Murray
KILLARA
ROCHESTER
Roto
Zone
Popio
Lake
268
Popilta
Lake
TARAWI NR
To Dubbo
Albert
Mount Hope
NOMBINNIE
NATURE
RESERVE
WAY
y
wa
Hi
gh
rn
Walla Walla
Cairn marking the
geographical
centre of NSW
YATHONG
NATURE
RESERVE
Ivanhoe
Exclusion
Tottenham
Gilgunnia
n
hway
161
ga
Culcairn
Riverina Hig
Trangie
NEW SOUTH WALES
KAJULIGAH
NATURE
RESERVE
125
Bo
Berrigan
ek
k
Cree
Camping
Outback Beds member
Nevertire
Nymagee
Cre
Darnick
208
River
Finley
Warren
l
ER
take responsibility for your own safety
and the safety of any children in your
care. Remember to plan ahead, choose
your walks and activities to match your
stamina and fitness level, ensure you
take enough fresh drinking water and
Version
4 – January 2016
food for your trip, and tell someone
where you’re going and when you’ll
be back. Road conditions can also be
hazardous when wet.
Fly
123
National Park
accommodation
To Coonabarabran
Fru
it
79
Points of interest
NYNGAN
w
Sandy
Rivers
Canonbar
Hermidale
132
32
233
CALD
Camping in the river red gum reserves
is an unforgettable experience, but it’s
important to steer away from camping
beneath the larger trees, which have
a deadly reputation for dropping limbs
(they’re nick-named ‘widow makers’ for a
reason!).
R
DA
National Park
42
260
Cro
MENINDEE
Tandou
Lake
Lake
Mindona
Barnato
Girilambone
Cobar
HIGHWAY
75
183
KINCHEGA
NATIONAL
PARK
Coombah
Edward River Bridge
Tocumwal
Campground
Woperana
Campground
Hinches Beach
Strathmerton Barooga
Campground
Cobram
Mulwala
Swifts
Quicks Beach
Campground
Campground
Nathalia
Yarrawonga
Echuca
145
G
LIN
AY
HW
Henty
32
Emmdale
HIG
Benarca
Campground
RU
Menindee
Lake
HIGHWAY
Mathoura
R
BARRIER
Food (7 days; remote
areas only)
Quambone
rie
qua
110
Deniliquin
Murray Valley Regional
and National Park
ad
N
R
IVE
82
153
BROKEN HILL
To Adelaide
PAROO-DARLING
NATIONAL PARK
Poopelloe
Lake
R
E
RIV
202
71
Mac
Silverton
Little Topar
Fuel (remote areas only)
MACQUARIE
MARSHES
NATURE
RESERVE
Y
IER
BARR
Urana
Jerilderie
147
Mt Grenfell
Historic Site
Rest area
132
Byrock
Coolabah
101
AY
HW
HIG
32
Carinda
128
Wilcannia
STURT HIGHWAY
River Red Gums
map
WEDDERBURN
SAFETY INFORMATION
Mutawintji
Historic Site
Visitor Information Centre:
accredited; non-accredited
n
HW
ll H
y
wa
92
BB
Willoughby's Beach
Campground
Moama
DONALD
94
78
160
CO
Conargo Road
Wycheproof
To Melbourne
we
igh
d
R.
Gunbower
! Sydney
Ganmain
Lockhart
Cohuna
P
176
CITY
Ro
BA
R
ota
ark
IER
RR
Matong
VE
SIL
Barham
WOOMELANG
rric
o
nal P
Narrandera
ay
W
Coleambally
.
Pe
Natio
Miners
gee V
alley
er
121 Riv
Gongolgon
87
93
29
on
Road distance in kilometres
Fruit Fly Exclusion Zone
HWY
OI
ga
100
Mulgowan
Art Site
130
To Walgett
AR
Barw
Bo
Minor unsealed road
23
er
mbid
N
GUNDABOOKA
NATIONAL
PARK
G
LIN
R
DA
91
TILPA
l
pa
Oolambeyan
National Park
White Cliffs
MUTAWINTJI
NATURE
RESERVE
MUTAWINTJI
NATIONAL PARK
E
NG
RA
Peery
Lake
34
Mt Oxley
RU
MIL
Minor sealed road
Cumborah
Riv
Murru
Packsaddle
Leeton
R
LOUTH
96
PAROODARLING
NATIONAL
PARK
R
IVE
KA
BREWARRINA
Secondary unsealed road
Grawin
NARRAN
LAKE
NATURE
RESERVE
L
Willbriggie
Darlington Campground
Point
Major unsealed road
50
158
Collerina
97
BOURKE
135
48
Angledool
To Lightning
Ridge
98
TOORALE
NATIONAL
PARK
ga
R.
ol
R
oa
Ardlethan
ag
W
ay
Wa
ko
20 Kilometers
ga
Mu
rr
10
ag
W
Ed
wa
rd
Swan Hill
5
id
M
Murrumbidgee R.
Ne
aR
0
Griffith
Moulamein
rra
tt
Fords
Bridge
193
NOCOLECHE
NATURE
RESERVE
168
Hay
hway
Ba
215
112
Goodooga
Secondary sealed road
LEDKNAPPER
NATURE RESERVE
Wanaaring
235
Major sealed road
25
Weilmoringle
TIBOOBURRA
Depot Glen
Hebel
Enngonia
Yantabulla
Milparinka
/
Murrumbidgee Valley National
and Regional Park
Nyah
Victoria
To
Willows
Campground
Rivers
er
Riv
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www.nationalparks.nsw.gov.au/
murray-valley-national-park
murrumbidgee-valley-national-park
yanga-national-park
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Brand Guidelines
Photography: Ingo Oeland/OEH Image Library
PHOTOGRAPHY
Photography – General Guidelines
Images are a key element to
communicate with our visitors.
Good images are essential to:
• Portray the beauty of our National Parks
• Showcase the experiences and activities available
• Show facilities, accommodation options, etc.
SOME GENERAL TIPS
• Images need to be good quality minimum resolution at 100% is 200 ppi
• Ensure NPWS has the appropriate copyrights
to use the images
• Make sure that the talent (if any) have signed a
release form that allows NPWS to use the image.
Talent release forms are available at http://ehub/
publishing/resources/imagelibrary/modelrelease.
doc
• Credit the photographer. Some exceptions may
apply, always check contract conditions.
• The image library can also assist if you have any
queries. Contact Vanessa Duncan, Publishing Unit
(vanessa.duncan@environment.nsw.gov.au)
• For more information on image usage visit:
http://ehub/publishing/photosandimages.htm
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Photography – hero shots - landscapes and wildlife
NSW National Parks hero shots need to
clearly display the magnificent natural
beauty of the national parks. When
relevant, wildlife images can be hero
shots too. These shots should, in the
same way as the nature shots, draw
the viewer in, leaving a ‘wow’ effect and
a desire to explore and visit the area,
and/or experience the wildlife close up.
PHOTOGRAPHY BRIEF
• Any photography for hero shots should be taken
landscape and portrait on a wide angle to allow
versatile cropping and use
• High resolution is essential. Preferably RAW format
• Capture a positive impression: sunny day, friendly
clouds, complementary light, vibrant, rich and healthy
colours. Shooting either early or late in the day gives
the warmest light and differentiated shadows
• The creative use of camera settings, like long
exposure times, can enhance the mood of a picture
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Photography – hero shots with people
These shots focus on the natural
beauty of the national parks while also
including people. People in these shots
are secondary (never the focus) and are
engaged with nature.
PHOTOGRAPHY BRIEF
• Any photography should be taken landscape and
portrait on a wide angle, to allow versatile cropping
and use.
• High resolution is essential. Preferably RAW format
• The person/people are not the focus of the shot,
they must be shown engaging with or enjoying
nature, hence the viewer can identify themselves
with the persons pictured, suggesting it could be
them. Use minimal propping and ideally natural
coloured clothes
• Catch a positive impression: sunny day, friendly
clouds, complementary light... a moment to
remember. Shooting either early or late in the day
gives the warmest light and long shadows
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Photography – editorial
NSW National Parks editorial shots are
to be taken for specific purposes. Please
only use them where specifically relevant.
The shots could be highlighting endangered animal
species, Aboriginal rock art or flowers in season.
Maybe an article is written about a heritage site or you
need some shots visualising the rangers at work or
community engagement.
PHOTOGRAPHY BRIEF
• Any photography should be taken in such a way
that allows versatile cropping and use
• High resolution is desired
• As with hero shots, the pictures should be positive,
friendly and highlight the beauty of nature
• Good lighting and focus on the relevant part of the
image is important
• Never use these shots as hero pictures
• Be mindful with the cropping
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Photography – misuses
The following are examples of misuses.
Even when using the right images, there are some
things to avoid. Please only use the pictures as
supplied in the best resolution available and always be
mindful about the cropping of the image.
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Photography – unsuitable shots
The following examples are not suitable
for the NPWS brand.
Apart from the obvious ‘bad shots’ like pictures out
of focus or over/under exposed, there are some shots
that are simply not suitable for the NSW National
Parks brand.
Please note that special consideration must be
given to images of Aboriginal sites and people. If in
doubt, please consult your regional community and
operations manager (under the Country, Culture and
Heritage Division)
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Discovery photography
The following examples are specific to
Discovery activities.
The shots could highlight a particular guided walk,
an Aboriginal tour or an activity at an information
centre. The key element is to showcase the interaction
between the Discovery ranger and his/her audience.
PHOTOGRAPHY BRIEF
• Any photography should be taken landscape and
portrait if possible, to allow versatile cropping and
use. High resolution is essential. Preferably RAW
format
• Try to avoid using shots with only one person.
Discovery is all about group activites and
engagement
• As opposed to Brand photography, Discovery
shots can focus on the people - however it is
always good to provide a sense of place
• Avoid posed images, try ake them look natural and
spontaneous
USAGE
• See NPWS photography requirements on
Photography section, page 1
Examples of good Discovery photography
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Photography – credits
Follow these simple guides for
positioning credits across the
various elements:
CREDITS FOR ADVERTISING
• Place credits directly onto the image, never inside
the white wave area
• Depending on image and headline position,
credits can be positioned in the top left, top right,
or bottom left corner of the image
• Credits should be typed in 7pt Helvetica
Neue Regular
• Ensure credits are legible - on dark backgrounds use
white, on light backgrounds use 80% black text
CREDITS FOR OTHER COLLATERAL
• Wherever possible, list the credits on the last
or back page of the document at the bottom
of the page
• Credits should be typed in 7pt Helvetica Neue
Regular at 50% black. Here is an example:
Images:
Main: Pretty Beach, Murramarang NP (M. Van Ewijk/OEH)
Top: Fitzroy Falls, Morton NP (S.Wright/Destination NSW)
Bottom: Minnamurra Rainforest, Budderoo NP (M. Van Ewijk/OEH)
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Brand Guidelines
Photography: J. Spencer / OEH
TONE OF VOICE
Brand Personality, Tone of Voice and Writing Guidelines
This section provides information, tips
and examples that will help you write
your NSW National Parks copy.
1. BRAND PERSONALITY
Personifying the NPWS Brand: who is NPWS? – The
Surfing Scientist
All organisations have personality. The way that an
organisation communicates, behaves, holds values and
beliefs, as well as its history, methods of working, and
attitudes build its characteristics. If NPWS was a person,
who would it be? Well, NPWS is a conservationist; he
has a scientific, analytical and somewhat professional
mindset. But at the same time, he’s a thrill seeker, an
explorer, an adventurer, and never wastes a second of
his spare time. So how do we define the character of
NPWS? The Surfing Scientist is born.
WHAT’S HIS BACKGROUND?
The Surfing Scientist was brought up to respect the
natural beauty that we were given, and grew up in
a society that cherishes its country’s history, values
and traditions. These natural personality-building
influences inspired him to develop fine knowledge and
intellect, and subsequently his passion for conserving
nature and cultural heritage. Whist never altering his
level of commitment to his core values and beliefs,
this Surfing Scientist is young at heart and thrives at
the opportunity to explore, utilise and experience the
natural wonders that he strongly protects.
The Surfing Scientist is energising, inspiring and
motivated by the thought of accomplishment. He
never wants to miss an opportunity and has the
passion to discover something new, and be part of a
unique tribe.
HOW DOES HE WORK?
The Surfing Scientist encourages people to
appreciate and enjoy our natural resources, in a
way that educates communities and individuals,
inspiring people to share its beliefs. This scientist is
wise, quietly confident and sharp; and whilst never
pushing his intelligence upon others, he encourages
people to benefit from it. He has many stories, facts
and knowledge that like any pioneering scientist, he
loves to tell the world. This scientist tells his stories
of conservation by inviting others to experience his
world, and immerse themselves in something he
holds so valuable. He firmly believes that nature’s
exquisiteness and awe can’t be replicated and can’t
be felt through any other medium that actually living it.
Whilst the Surfing Scientist is energetic, outgoing
and eager to learn, the way in which he absorbs the
beauty of nature is done with care, respect and with
future generations in mind. The Surfing Scientist’s
first thought is how to help others experience what he
has experienced, and wants theirs to be even more
powerful than his own.
his feet on the ground, be respectful of others, and
continue to learn. Although he ‘practices what he
preaches’, he understands that not all people are like
him and appreciates that others learn and experience
things in different ways. Some people might share
his mindset, whereas others live life in different
environments and possess different attitudes; so he
accepts this, keeps an open mind, paying care to his
audience and how he communicates his messages.
What’s more is that he is a leader, an explorer and
an ambassador for all. The NPWS brand represents
sharing beliefs of conservation, experiencing the
unforgettable, and through this, encouraging everyone
to connect with the parks that are ‘forever ours’.
2. TONE OF VOICE
2.1 CONSISTENCY AND CONFIDENCE
The tone of voice provides brand consistency and
means that whenever consumers come into contact
with NSW National Parks their overall experience is
the same. This includes touch point, from face-toface and over the phone interaction to website, social
media and print. Maintaining the same tone and style
throughout all NPWS communications will ensure that
the brand remains strong, appearing 'true to our word'
and in turn, creating esteem, confidence and loyalty
for the brand. The copy tone must always accurately
represent the NPWS personality.
WHAT’S HIS MINDSET?
Whilst this Surfing Scientist is young at heart, he also
has the experience and embedded values to keep
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From brochures to press releases, to direct mail, to
signage around the parks, all copy must read as if it
comes from one voice – the voice of NPWS. However,
within this voice are several intonations that should be
borne in mind, depending on which segment of the
audience you’re talking to. A useful way to implement
this is by adopting the voice of ‘the Perfect Ranger’
– someone who can adjust his tone and vocabulary
in order to talk appropriately and enthusiastically to
any audience, whilst consistently maintaining the key
messages. See section 2.3 to learn more about ‘the
Perfect Ranger’.
NATURAL
2.2 CORE TONE FOUNDATIONS
– KEY MESSAGES
UNIQUE
To ensure that the copy correctly represents the
NPWS brand, the tone of voice will be based on
NPWS core brand values of sustainability, natural,
unique, beauty, authentic and energizing. Copy should
maintain a balance without sounding either too dry nor
overly enthusiastic. All communications, depending on
objectives and audience, will incorporate at least one
of the following messages:
SUSTAINABILITY
The copy will always reflect the brand's commitment
to conservation using a caring, considerate and
responsible tone. Writing should not sound indifferent
or patronising. The text copy will show a sense of
care, concern, and long-term wellbeing.
The copy will emphasise the organic beauty of national
parks with the tone communicating in a way that is
relaxed, at ease, comfortable, unfazed and calm.
Descriptive words will outline the sincere and natural
characteristics of our parks and have minimal emphasis
on artificial or manufactured features of the park. In
circumstances where NPWS has built certain features
of parks, i.e. walking tracks, the emphasis will be on
how these blend with the environment and enhance the
visitors’ connection with the natural elements.
To outline national parks’ uniqueness, the tone should
be confident, proud, and the ‘voice’ will come across
as feeling privileged to have experienced the feature,
and respectful of it. Text should be compelling to
give readers a sense that there is 'nothing else like it'.
Rhetorical questions may be used to get the reader to
think about the parks inimitable qualities, for example:
"Where else on earth can you feel so engaged with
such beautiful scenery, and at the same time be so
close to a major city? The beaches, lakes, coastal
cliffs…amazing”
BEAUTY
The beauty of our parks will be revealed through a
feeling of awe, amazement and astonishment portrayed
by the writer through the copy tone. In fact, in some
circumstances the writer should appear to be almost
lost for words! Imaginative, creative and descriptive
words will emphasise certain features and will be written
confidently without sounding overly biased.
AUTHENTIC
The copy will be open, positive and honest. The
reassuring tone will allow the reader to develop a
sense of confidence, and feel that NSW national parks
possess such pure and genuine features that they just
have to visit them. The copy will strive to describe the
visitors’ connection with the park, showing conviction,
bringing the image to life and building authenticity.
Overall the tone should show that we have nothing to
prove and that the park speaks for itself.
ENERGIZING
The ‘voice’ will appear excited, motivated, full of life
and inspiring. Sentences will have dynamic adjectives
and verbs, creating active thoughts in the mind of the
reader and placing them in the heart of the action.
Where necessary, the tone should be fast paced and
pulsating.
2.3 THE VOICE OF THE ‘PERFECT
RANGER’
Whilst NPWS messages will always appear consistent
and written in adherence to the brand guidelines, the
focus and emphasis has to change in accordance with
the target audience. Subtle adjustments need to be
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made, depending on who you’re talking to and what
effect we are trying to create. Visitors to NSW national
parks come from various walks of life and have a
diverse range of interests, attitudes and opinions.
Examples of audiences include: parents looking for
a family camping weekend, a group of young people
looking for a place to go long distance hiking, a
researcher for a conservation group, seniors out for
morning tea, or marine biology students researching
the whale migration…the list goes on.
So how do we do this without straying outside of
the NPWS brand boundaries and maintaining a level
of consistency?
A useful way to think about these adjustments in
tone is to place yourself in the same frame of mind
as the ‘Perfect Ranger’. The perfect ranger is always
enthusiastic, empathetic, and writes with an excited
and motivational tone. He also maintains an informal,
personal and entertaining style of writing. He is able to
change his attitude, behaviour and language, placing
himself on the same level as his audience. He anticipates
what they want to hear, what information would be
useful to them and how they would like to be spoken to.
Whether it is slow and informative, with reiterating points,
or deep and technical drilling down on specific areas,
he understands his audience and manages to appeal
to these people whilst consistently communicating the
essence of NPWS brand values. Whoever he’s talking to,
he always represents the values of NSW national parks,
promotes the brand’s commitment to conservation and
encourages active engagement with nature.
Stepping into the shoes of the perfect ranger is a
skill you will develop over time and the way that
you assess your target audience and how you
communicate with them will gradually become a
natural, subconscious process.
3. WRITING GUIDELINES
Before writing any communications for NPWS, the
writer should ask himself/herself four key questions:
• What is the main objective of my writing? To persuade,
inform, sell, educate, express an opinion, etc.
• Who is my audience/who will be reading this?
Adults, children, teens, scientists, tourists, etc.
• What is my audience looking for or at what stage
of their decision-making process are they are?
They need inspiration, information to express their
opinion, etc.
• What are the key messages of my writing? The
Whales are back!, Get involved and celebrate
NAIDOC week, etc.
• What emotional reaction do I want to create within
the reader? Amazement, curiosity, motivation,
assurance, comfort, etc.
• Is this a brand or tactical communication piece?
Brand communication will usually have the ultimate
objective of creating awareness and esteem for
the NPWS brand (or its sub-brands) and should be
part of a consistent, long term approach. Tactical
communication will normally be short term and
have a specific objective, e.g. sell tickets for an
event, encourage people to book accommodation,
purchase annual pass, etc. This copy should
always include a call to action, e.g. 'For more
information visit...' or 'To book your ticket call...'.
With these questions answered, one final, vital
question should be asked:
What would these answers look like through the eyes
of the NPWS Surfing Scientist and Perfect Ranger?
3.1 WRITING STYLE
When writing communications it is important that a
generic style be adopted in order to create consistency
across all national parks publications. An inconsistent
approach weakens the brand, confuses consumers
and does not help build trust. The adopted writing style
has been selected to match the brand’s personality;
i.e. it will always be knowledgeable but friendly, whilst
encouraging people to learn and get involved.
3.2 CONTENT TYPES
MOTIVATIONAL COPY
Motivational copy needs to be engaging and inspirational.
In the mind of the writer, every written point should be
preceded with the question “so what experience will
the visitor get from this?” This will allow the writer to
consistently communicate the ‘unique selling points’
of the park and allow the reader to emotively connect
with the park experience.
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FACTUAL INFORMATION
Factual information and serious messages of
conservation will certainly be communicated, but in
such a way that they are easy to read, understand and
not overwhelming. When writing content that is more
technical or specialist focussed, it is important not to
make the reader feel out of his/her depth or patronised
for not having the same level of knowledge. It will be
made clear that it’s all right not to be an expert on every
subject, and that we’re here to share our knowledge.
LOGISTICS-TYPE
Logistics-type content will be practical and ‘to the
point’ but can also act as a motivational tool to ‘do’,
‘see’, ‘go’ and ‘explore’.
SAFETY MESSAGES
Safety messages should be concise and clear, but
again never patronising or intimidating.
The way that we write should mirror the characteristics
of our parks; i.e. transparent, open and welcoming.
3.2 WRITING CHARACTERISTICS
ENTERTAINING AND ENGAGING
NPWS aims to promote conservation and enjoyment
in NSW national parks. With this in mind, the copy
should be enjoyable to write and easy to read, with
plenty of engaging adjectives and reasons to read on.
It will be full of life and not functional or dull. It will be
written with friendliness and character, without over
complicating things.
PERSONABLE
NPWS is a hearted brand that focuses on people
and their relationship with parks, be it for leisure,
education, volunteering and other similar purposes.
Therefore the style should be friendly, conversational
and warm, rather than corporate or stern. Visitors
have to like and trust the ‘Perfect Ranger’ who is
communicating with them. Whilst some messages
have to maintain a more serious tone, they should also
be advisory rather than overly harsh or dictatorial.
INFORMAL
NPWS brand represents community involvement,
recreation and leisure. Remember, public writing is
going out to the public, not a board meeting, so the
copy should be written informally to reflect this. As a
Government agency, we ‘encourage’ use of our parks
rather than ‘sell’ them. Avoiding a formal, businesslike style will encourage readers to see the brand for
what it is. Avoid analysing and assessing, don’t weigh
up the facts or use systematic approaches, and avoid
writing ‘propaganda’ style content. Keep paragraphs
short, give advice and bring out the character of the
Surfing Scientist!
3.2 WRITING STANDARDS
There are certain standards which all NPWS written
communication should follow. These ensure the
consistency of the overall voice and help the public to
recognise the brand.
VOCABULARY
To demonstrate the brand’s engaging and forward
thinking mindset and to appeal to various age groups,
vocabulary should be fresh, modern, sometimes quirky
and always introducing something new and dynamic.
Don’t be afraid to throw in some mild slang, as long as
it is understood by the audience and not controversial.
Although the sentiment of fun is imperative to NSW
National Parks, the actual word ‘fun’ shouldn’t be
used if something more descriptive can be found.
Corporate, high-brow, corny words, and anything that
sounds too ‘sales’ orientated should be avoided as
they will not create a conversational tone.
The general rule is to ensure that the copy reads
well, but then try to vary the vocabulary and bring
the content to life. Never over-complicate things.
If changing a simple word to a more engaging or
dynamic word makes the text ambiguous, leave it out.
Try not to use the same word frequently. If you need to
reiterate a similar point, try to find different words that
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have the same meaning. For example, start: begin,
commence, launch, create, initiate, instigate, etc. An
online thesaurus is a great tool to use.
letter format. Some exceptions apply – see online
writing section.
HEADLINES
USE OF CLICHÉS, FIGURES OF SPEECH AND
STEREOTYPES
Approach with care! Whilst they can be a useful tool
to bring the text to life and add some character that
the audience can relate to, the use of clichés, figures
of speech and stereotypes can show the brand to be
imitating, unoriginal and short of ideas.
CAPITAL LETTERS
As a general rule, capital letters should be kept to a
minimum to preserve the conversational, ‘non-shouty’
tone. Here are the general rules that should
be followed:
• All place names, people, company names and
product names should start with a capital letter.
• Please note that all national parks names also
include the words ‘National Parks’ as part of their
name, e.g. Blue Mountains National Park.
• Acronyms such as ‘NPWS’ will be written in capital
letters.
• All sentences start with a capital letter.
The first word of a heading or a sub-heading should
start with a capital letter, with following words in lower
case, except for place, company and product names:
For example, use:
Lighthouse tours now available at Ben Boyd
National Park
Instead of:
Lighthouse Tours Now Available At Ben Boyd
National Park
CONTRACTIONS
In order to capture a familiar, conversational tone,
contractions should be used as preference, i.e. ‘you’ll’
instead of ‘you will’, ‘shouldn’t’ instead of ‘should not’,
etc. but only if they sound right and do not interfere
with the flow; don’t force it if it doesn’t fit in with what
you’re saying.
DATES AND TIME
• Letters following numbers should be written in
lower case, for example ‘2009-10 guide’.
Months can be abbreviated to three letters if required:
Jan, Feb, Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov,
Dec; otherwise express them in full.
• Numbers written in letter format will be written in
lower case. Usually numbers from one to ten use
Days can also be abbreviated to three letters: Mon,
Tue, Wed, Thu, Fri, Sat, Sun.
The standard way to express dates is the day, date,
month and year (if necessary); for example ‘Friday 3
July, 2010 ’. Please note we do not use '3rd', just the
plain number i.e. '3'.
All time expressions will be written in 12 hour format,
for example, 10am, 7pm, 12am, 1:30pm, 4:45pm.
Some exceptions may apply, especially in the online
environment (see online section).
PHONE NUMBERS
Use the following formats:
XX XXXX XXXX for landlines (e.g. 02 9995 5500)
XXXX XXX XXX for mobile phones (e.g. 0421 123 456)
SPELLING AND PHRASEOLOGY
All words will be spelt in accordance with the
Australian Macquarie Dictionary. Any issues
regarding the spelling of specific words should be
cross checked with this publication. There are some
common spelling issues that should be pointed out:
• Make sure to select Australian English as default
when using MS Word (or similar software).
• Where possible, words that are commonly
abbreviated with capital letters (e.g. BBQ, TXT)
should use their full spelling (i.e. barbecue, text).
• Use discretion when condensing certain words
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(i.e. advertisement, information - ad. Info, etc). The
shortened language style may be more appropriate
for informal documents whereas the longer version
should be used for formal publications.
• The names of parks and species of wildlife will
be written in accordance with standard NPWS
spelling. The standard spelling of NSW national
parks can be found at www.environment.nsw.gov.
au/NationalParks/parkSearchAtoZ.aspx#search.
• The standard spelling of plants, wildlife and their
variant species can be found at www.environment.
nsw.gov.au/threatenedspecies
Please note that not all parks are currently listed
online; likewise with some species. If in doubt, send
your query to NPWS.brand@environment.nsw.gov.au
3.3 ADJUST COPY TO THE MEDIA
HEADLINES
Try and keep them short and accurate, communicating
one clear thought or idea. Remember, the headline sells
the rest of the article so it needs to be engaging. Take
time to get this right. Make sure it entices the reader to
keep reading, but be careful not to make it misleading.
BROCHURES, LEAFLETS AND FLYERS
The objective of a brochure is usually to inform, so the
copy can afford to be longer and more detailed than
in other media. However, it has to look accessible and
easy to read, with visually appealing layout and short
paragraphs, so still try to be as concise as possible.
You don’t want to risk scaring your readers off with
too much copy. Keep the text straightforward and
informative without wasting space with unnecessary
information. Create a good balance between text and
images. There should be enough images to bring the
text to life, but also contain enough useful information
to ensure the brochure is functional. Bring powerful
statements and more valuable information to the
forefront of the page.
DIRECT MAIL, INSERTS AND ADVERTISEMENTS
The general rule for any media which has limited
space is to make anything you have to say short,
snappy and succinct. Decide on one strong, clear
message and focus on this, including the salient
points that you need to support it. Less is more as
far as this kind of media is concerned and cramming
in several propositions and extra bits of unrelated
information will only make the piece confusing and
less motivating. If you need to include any further
messages you can always mention the website.
ELECTRONIC DIRECT MAIL (EDMS)
EDMS do a similar job to that of pieces of direct
mail. However, using NPWS's CRM system, they
can be personalised and establish a relationship
with the consumer. Therefore, they should have a
strong personal feel and should adopt a trustworthy,
informative tone. It is crucial to hyperlink any call
to action within the copy. Overall, each letter will
vary depending on its purpose and audience, but
the friendly, conversational, engaging NPWS ‘voice’
should be evident throughout.
SIGNAGE
OEH's Park Signage Manual aims to deliver
updated state-wide signage standards that create
a recognisable identity for parks, are highly legible
and effectively inform the visitor. Adequate signage
contributes to enhance the visitor experience and is
an important element to reinforce the brand.
As such, NPWS wants signage to be welcoming and
engaging, whilst also evoking a sense of entering a
special place with enduring values.
The park signage manual and signage policy are
available at:
deccnet/parkmgmt/ParkSignageManual.htm
ONLINE
Writing content for web pages requires a different
approach. Whilst it’s still necessary to maintain the
NPWS tone and writing style, the text must be much
shorter and to the point, cutting out unnecessary
detail and non-critical content.
WHY?
Consumers don’t visit a website in order to read;
they usually visit a web page to find out information
in the quickest way possible. Research has found
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that people behave differently online, when ‘surfing’
the web people tend to scan, looking for something
that grabs their attention and guides them through
the research process. Users look for headings, sub
headings, hyperlinks and images, jumping from one
page to another. Web research is generally task driven
and users demand easy access to what they are
looking for. Whilst print content is digested at a more
leisurely pace, web text is read impatiently, and as
authors we have to write brief, concise and compelling
information that stands up to the job.
• Prioritise information and structure it properly: if
your main points are at the bottom of the website,
the chances are that very few readers will get there
to read it. Make sure vital information is at the
beginning of the page using short, clear statements
to attract the reader, motivating them to read on.
Your main ideas/points should be the focus of the
page with supporting details following.
• Be mindful of Search Engine Optimisation (SEO):
if we want our website to be ranked in the top
spots, we need to understand search engine
requirements. For advice you can contact the
Marketing and Promotions Unit.
The main purpose of using social media is to start
and/or encourage positive conversations and
engagement. It is not a one-side conversation; the
users' posts and opinions are what makes social
media channels valuable. For proper use of social
media please see OEH's social media strategy
For social media advice please contact the Marketing
and Campaigns Unit.
Some tips for writing online content are:
• Shorten your sentences and paragraphs: long
sentences are hard to read and huge paragraphs
daunt online readers. Try cutting out descriptive
adjectives that don’t alter the core points and
meanings. If a sentence is 30 words long, but the
same point can be made in 10, chop it down!
Keep sentences to a maximum of 25 words and
overall paragraphs to 60. Remember, online text
should be 50% shorter than the corresponding
hard copy content.
• Format accordingly: web users are looking to
be guided to information. Use headings and
subheading to outline specific information. List
information in bullet lists to make it stand out, and
format text in bold or in larger fonts. Digits (1) stand
out better than written numbers (one) online. Aim to
keep it short, sharp and allow the reader to find the
information with minimal effort.
For information on writing other types of media (for
example: press releases, e-newsletters, newspaper
articles, web banners, etc) please seek advice from
the Marketing and Campaigns Unit.
NPWS WEBSITE
There are very specific guidelines for writing content
for the National Parks website (www.nationalparks.
nsw.gov.au). If you require these guidelines, contact
parksweb@environment.nsw.gov.au
SOCIAL MEDIA
Writing social media content requires a very specific
style and tone. The main Brand Values to consider are:
•Energising
•Authentic
•Unique
Tone of Voice
7
MPU
Tone of Voice – Examples
TYPE OF COPY
TRADITIONAL COPY
MOTIVATIONAL
Describing the view from Ku-ring-gai
Chase National Park, Barrenjoey Head:
FACTUAL/LOGISTICS
NPWS STYLE
COMMENTS
"It’s a nice walk up to the lighthouse and
the view from the top is great. You can see
all over Palm Beach and the surrounding
headlands”.
"As you reach the summit, the view is
breathtaking. The golden views of Palm Beach
are incredible, and the rugged headlands
stretch as far as the eye can see. The sheer
scale of the view gives the sense that you’re at
the top of the world."
More inspirational, has ‘wow’ factor, uses
descriptive adjectives.
“Head up to Kosciuszko National Park
and enjoy the snowboarding facilities.
Snowboarding is a great way to get active
and develop your skills on the slopes.”
“Carve up the slopes this winter and enjoy
some pulsating energy filled snowboarding
at Australia’s top ski resorts in Kosciuszko
National Park. Wrap up warm, strap on the
board and show off your alpine skills!”
More inviting and informal, talking to
a young and/or adventurous target
audience.
"Take time to visit Cape Solander where
you can get an unspoiled view of the Pacific
Ocean. There are sheltered lookout points so
you can sit back, relax and watch the mighty
humpback whales breaching in the vast open
waters. Check out the information boards with
everything you need to know to kick-start your
whale watching adventure!"
More active copy, lots of verbs to make
it more dynamic, adding a sense of
urgency and inviting visitors to engage.
You'll find picnic facilities at xx picnic area.
Enjoy your visit to the park and have a picnic at
the xx picnic area.
More invitational, while still providing the
factual information.
Facilities
picnic tables, gas/electric barbecues, flush
toilets, drinking water
The facilities you’ll find there include picnic
tables, gas/electric barbecues, flush toilets and
drinking water.
NPWS values: ‘unique’ and ’beauty’
NPWS values: ‘energising’, ‘authentic’
Information about Cape Solander (Kamay
Botany Bay National Park):
"Cape Solander is one of Sydney's best
whale watching spots. The lookout has a
viewing platform and a permanent display
with information on humpbacks and other
whales seen in Sydney waters"
NPWS values: ‘natural’, ‘authentic’ and
‘energising’
Information about facilities:
Tone of Voice
8
MPU
Tone of Voice – Examples
TYPE OF COPY
TRADITIONAL COPY
NPWS STYLE
COMMENTS
SAFETY/RESTRICTIONS
A traditional way of talking about fishing
restrictions:
“To ensure the long term protection and
preservation of endangered Australian marine
life, fishing in Lake xx is currently prohibited.
Please visit the OEH website to find suitable
fishing locations"
Friendlier tone of voice, while stressing
the importance of conserving our wildlife.
“Take care of yourself during summer. Slap on
plenty of sunscreen, cover up, wear a hat and
enjoy your national park Discovery experience."
Warmer, easy to understand, whilst still
maintaining the serious point.
“XX national park opens up new
WilderQuest programs for children and
initial feedback seems to be great after
kids’ holiday launch”
“XX national park WilderQuest program an
instant hit with thrill seeking youngsters”
More enticing headline, to the point and
gives the reader a reason to read on.
Private BBQs cannot be used and no fires
of any kind can be lit
Private barbecues cannot be used and no fires
of any kind can be lit.
Do not use abbreviations if possible
Daily Cave Tour Times
Daily cave tour times
Capital letter only at the start of a heading.
"Fishing in lake xx is prohibited and
on the spot $500 fines may apply for
infringements”
NPWS values: ‘sustainability’
For example, an instructional safety
message could be:
“Be careful during summer. The sun is
quite strong in this region and minimal
exposure can burn your skin. Apply plenty
of sunscreen and wear a hat”
HEADLINES
USE OF VOCABULARY
An example of a headline that is long and
trying to tell two different messages:
A description of the wildlife in a park:
“This national park is rich in fauna, with many
species of macropods found in the region”.
NPWS values: ‘authentic’
“This national park is rich in wildlife, including
grey kangaroos, wallaroos, wallabies and
pademelons”
Understand your audience and adapt the
copy to their level of knowledge, without
being patronising or dumbing it down.
Tone of Voice
9
MPU
Tone of Voice – Content Checklist
Use the following criteria to test against
your content; it will help you determine
whether your content reflects the
personality of NSW National Parks.
• Have I clearly defined the objective, audience and
key messages I want to communicate?
• Does my writing reflect the characteristics of
NPWS brand values?
• Does it reflect the character of the Surfing
Scientist?
• Is it informative yet concise?
• Is the text full of energy and motivating?
• Is it conversational and friendly?
• Is it free from jargon, easy to understand and
original?
• Has the Perfect Ranger adapted himself to meet
his target audience?
• Does the content do the job that I set out to do?
• Are all writing standards adhered to?
• Is the content adequate for this particular channel?
Tone of Voice
10
MPU
Brand Guidelines
Photography: Ingo Oeland/OEH Image Library
COLLATERAL
A4 brochure – guidelines and example
A4 brochures are generally very large
projects, with specific objectives and
requirements. However, the following
general points should be considered:
FREE
EDITION 1
NATURESCAPES
INSPIRED BY NSW NATIONAL PARKS
• Wave element on front page, used only once in
the brochure
• Large hero photography to entice reader
• Handwritten emotional phrases to complement
information
Myall Lakes National Park
fASt fActS
Adventure on the
• Clean and structured layout, uncluttered and easy
to navigate
• Pull-out boxes for key information and colour
coding where applicable
JourneY by Ben Stubbs
North Coast
SYdneY to mYAll lAkeS
Travelling north of Sydney you
may not expect the landscape
next to the highway to be
full of amazing national park
experiences. Think again.
On a road trip from Sydney
to Popran National Park near
Gosford, then to the picturesque
Myall Lakes National Park near
Bulahdelah and finally to
the wilderness of the Barrington
Tops we discover the best
the region has to offer.
fASt fActS
Popran National Park is 65 km north
of Sydney. There’s access from the
F3 Sydney-Newcastle Freeway exiting
at Mount White or take the Peats
Ridge Road from Calga. There is good
access via Wisemans Ferry Road
from Somersby. The southern section,
including the Glenworth Valley can be
reached from the old Pacific Highway.
For information on tours and guided
activities in Myall Lakes and Popran
National Parks visit: www.environment.nsw.
gov.au/nationalparks/touroperators.aspx
dAY 1:
From the streets of Sydney I decide to head
to the bush and take the F3 north. It doesn’t
take long to find some solitude on the edge
of Popran National Park, normally only seen
from car windows heading to the city. I sign
up to go abseiling in a stretch of eucalypts
and grazing land hidden in the folds of the
Hawkesbury River near Gosford.
My abseiling instructor, Paul, tells me to tip
myself back until my heels are the only thing
touching the rock. I let the rope take my
weight, momentarily exposing the fear that I’m
struggling to keep hidden. I step and shuffle
my way down, gripping hard on the rope at the
back of my harness to slow my descent to the
bottom of our training slope. As quickly as it
began, the first cliff is completed. We hike back
through the bush to the plateau, increasing the
stakes and finding a bigger drop.
The 30 metre cliff in
front of us resembles a
Barrington Tops National Park
Dropping off the edge doesn’t get any easier.
Paul assures me he has my safety rope.
I look out behind me at the hills along Peats
Ridge and Popran Creek. I grip the rope and
then leap. I whizz down the inside of the
mushroom cliff and land on flat ground 30
metres below. We wander across the top of
the walls of sandstone, scaling the boulders
to get back to the car. I look down from our
perch through the dense bushland of the
Popran National Park towards the coast, and
my next destination.
For a range of accommodation options in
NSW national parks visit
www.nationalparks.nsw.gov.au/stay
For accommodation information in
Sugarloaf Point Lighthouse visit www.
sealrockslighthouseaccommodation.com.au
71
FOR MORE INFORMATION VISIT WWW.NATIONALPARKS.NSW.GOV.AU/NORTHCOAST
dAY 3:
mushroom. There is a
curved ledge for the first
10 metres or so and then
it erodes away to nothing.
This means the last 20
metres will be a free-fall.
fASt fActS
Myall Lakes National Park is easily
reached from the Pacific Highway.
For the Bombah Point Ferry turn off
at Bulahdelah and take the Bombah
Point Road, unpaved in parts.
I head inland from Myall Lakes through the
luscious landscape to explore the ancient
Barrington Tops National Park by bike.
After a drive onto the plateau, my riding
partner, Shane, first leads me to a lookout
platform poised on the brink of another
world aptly called Devil’s Hole. Further on,
the snow-grassed woodland of the gentle
plateau stretches behind, while below lie
the dense forests, wild gorges and ridges
of the Barrington Wilderness.
Two Mile Lake, Myall Lakes National Park
dAY 2:
From the Glenworth Valley I head up the
Freeway past Newcastle to the wild coast
around the Myall Lakes National Park. Families
in four-wheel drives picnic on the beaches on
my right past the golden white sand dunes.
I continue in amongst the blackbutts and
angophoras to the Bombah Point ferry, run by
National Parks, to the cottages where I’ll stay
overnight. They have a kayak waiting for me
to explore Two-Mile Lake. I paddle through
the tea-coloured water past swooping egrets
and black swans. Fishermen and people
on houseboats are enjoying lazy Sundays,
though I paddle into the wind to find my own
secluded spot hidden in an inlet far from the
outside world. I let the kayak drift as I snap
photos of the birds in the trees and I eventually
paddle back to shore. I continue my journey
to Sugarloaf Point Lighthouse, which features
splendid accommodation.
We walk through unique and ethereal
Antarctic Beech rainforest at Honeysuckle,
and then head down the hill on our bikes
past towering gums and a mass of ferns.
I am fuelled by adrenalin as we witness
awe-inspiring landscapes that change
dramatically as we ride.
Shane and I pedal down the steep dirt road
and it’s as if we've emerged from a tunnel,
the forest clears and the hills appear again
through a stand of towering blue gums.
The ride leaves me speechless.
I pick up speed, my confidence growing as
I take each corner a little tighter, pushing
closer to the edge, hearing the squawks of
black cockatoos as we pass.
We come to a halt on a gravely corner and
Shane takes the time to point out the life
around us. We listen to the bellbirds ringing
through the cool mountain air, glimpse
brush turkeys scrounging on the forest
floor and share the sense of confidence
and camaraderie that this unique
experience brings.
My hands grip the handlebars tightly.
The final descent is steep and the track is
concealed in a tangle of molasses grass and
half-buried stones. Shane urges me on and I
head down the hill hoping to be the first in for
a well earned rest.
A map of Ben's Sydney to Myall Lakes
journey can be found on page 12.
fASt fActS
Barrington Tops National Park is 320
km north of Sydney and is part of the
Gondwana Rainforests of Australia
World Heritage Area. For Gloucester,
take the Newcastle Freeway and turn left
onto Bucketts Way at Twelve Mile Creek.
For information on tours and guided
activities in Barrington Tops National
Park visit: www.environment.nsw.gov.au/
nationalparks/touroperators.aspx
72
Collateral
1
MPU
A4 leaflet – guidelines and examples
GUIDELINES
• Large hero photography
• Structured and reader-friendly layout
• Use lighter tints of grey/full colour for pull-out
boxes where applicable
Lautaep Rehenim
National Park
in parks visit
GETTING THERE
comnimi, te reiur?
dolorrovit poribus.
que vellat.
simusciendem.
voluptur sim facitatur sitatiorrum quam et.
elit. Sed hendrerit sem arcu, quis placerat
lectus. Cras pretium commodo massa,
sed sollicitudin dolor pellentesque non.
Aenean vitae arcu arcu, id lobortis arcu.
Nam purus purus, suscipit in sodales id,
eleifend nec magna. Nullam faucibus, lectus
eu malesuada ornare, neque dui ultricies
sapieltricies sapien, at lobortis sapien dolor
sed sapien. Vivamus sed lectus Lorem
ipsum dolor sit amet, consectetur adipiscing
lectus. Cras pretium commodo massa, sed
sollicitudin dolor pellentesque non. Aenean
vitae arcu arcu, id lobortis arcu. Nam purus
purus, suscipit faucibus, eu malesuada
ornare, neque dui.
sollicitudin dolor pellenrcu arcu, id lobortis
arcu. Nam purus purus, suscipit in, lectus
sed sapien. Vivamus sed lectus.
Photography: MAIN: N. Sullivan / Courtesy Tourism NSW, TOP: h. Lund / Courtesy Tourism NSW, bOTTOM: S. Fox / Courtesy Tourism NSW
tium commodo massa, sed sollicitudin
ornare, neque dui ultricies sapielt dolor ses.
PARK HIGHLIGHTS
adipiscing elit.
CARING FOR THE PARK
in parks visit
PARK HIGHLIGHTS
CARING FOR THE PARK
National Park
ornare, neque dui ultricies sapielt dolor.
• Body copy to be 80% black
adipiscing elit.
Lautaep Rehenim
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Sed hendrerit sem arcu, quis
placerat lectus. Cras pretium commodo
massa, sed sollicitudin dolor pellentesque
non. Aenean vitae arcu arcu, id lobortis
arcu. Nam purus purus, suscipit in sodales
id, eleifend nec magna. Nullam faucibus,
lectus eu malesuada ornare, neque duielit.
Sed hendrerit sem arcu, quis placerat
lectus. Cras pre tium commodo massa, sed
sollicitudin dolor pellentesque non.
WHILE YOu’RE VISITING
sapielt dolor ses sed lectuss placerat lectus.
Cras pre tium commodo massa.
Capertree Valley
ornare, neque dui ultricies sapielt dolor ses
sed lectuss placerat lectus.
do massa, sed sollicitudin dolor
pellentesque non. Aenean vitae arcu arcu,
id lobortis arcu. Nam purus purus, suscipit
in sodales id, eleifend nec magna. Nullam
faucibus, lectus eu malesuada ornare.
Ben Bullen
Dium commodo massa, sed sollicitudin
Nullam faucibus.
Newes Plateau
Nullam faucibus.
PLACES TO STAY
tium commodo massa, sed sollicitudin dolor
faucibus, lectus eu malesuada ornare,
neque dui ultricies sapielt dolor ses sed
lectuss placerat lectus.
neque dui ultricies sapieltricies sapien, at
lobortis sapien dolor sed sapien. Vivamus
sed lectus Lorem ipsum dolor sit amet,
consecretium commodo massa, sed
vitae arcu arcu.
View of Mount Warning
through countryside
GENERAL INquIRIES:
43 bRIDGE STREET
huRSTVILLE NSW 2220
T: 1300 36 1967 OR 02 95856444
F: 02 9585 6555
GETTING THERE
comnimi, te reiur?
lectus. Cras pretium commodo massa,
sed sollicitudin dolor pellentesque non.
sed sapien. Vivamus sed lectus Lorem
ipsum dolor sit amet, consectetur adipiscing
vitae arcu arcu, id lobortis arcu. Nam purus
purus, suscipit faucibus, eu malesuada
ornare, neque dui.
www.environment.nsw.gov.au/parksafety.
que vellat.
simusciendem.
voluptur sim facitatur sitatiorrum quam.
sollicitudin dolor pellenrcu arcu, id lobortis
arcu. Nam purus purus, suscipit in, lectus
sed sapien. Vivamus sed lectus.
Photography: MAIN: N. Sullivan / Courtesy Tourism NSW, TOP: h. Lund / Courtesy Tourism NSW, bOTTOM: S. Fox / Courtesy Tourism NSW
Colour leaflets should be the preferred
option as they are a stronger, more
enticing proposition and friendlier on
the eye. However if necessary, a black
and white version can be used, and it
should follow the basic guidelines of
the full colour collateral.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Sed hendrerit sem arcu, quis
placerat lectus. Cras pretium commodo
massa, sed sollicitudin dolor pellentesque
non. Aenean vitae arcu arcu, id lobortis
arcu. Nam purus purus, suscipit in sodales
id, eleifend nec magna. Nullam faucibus,
lectus eu malesuada ornare, neque duielit.
Sed hendrerit sem arcu, quis placerat
lectus. Cras pre tium commodo massa, sed
sollicitudindolor pellentesque non.
WHILE YOu’RE VISITING
sapielt dolor ses sed lectuss placerat lectus.
Cras pre tium commodo massa.
Capertree Valley
ornare, neque dui ultricies sapielt dolor ses
sed lectuss placerat lectus.
faucibus, lectus eu malesuada ornare.
Ben Bullen
Nullam faucibus.
Newes Plateau
Nullam faucibus.
PLACES TO STAY
tium commodo massa, sed sollicitudin dolor
neque dui ultricies sapielt dolor ses sed
lectuss placerat lectus.
neque dui ultricies sapieltricies sapien, at
lobortis sapien dolor sed sapien. Vivamus
sed lectus Lorem ipsum dolor sit amet,
consecretium commodo massa, sed
vitae arcu arcu.
View of Mount Warning
through countryside
GENERAL INquIRIES:
43 bRIDGE STREET
huRSTVILLE NSW 2220
T: 1300 36 1967 OR 02 95856444
F: 02 9585 6555
Collateral
2
MPU
DL brochure – guidelines and example
The DL brochure is a key piece of
collateral. It may or may not include
a map. Ideally, it will be an A4 sheet
folded to 6 pages as shown.
COVER PAGE
• DL primary wave
• Informational headline using solid white with short
80% black drop shadow
INSIDE SPREAD
• Introduction paragraph to entice reader
• Imagery rather than illustration (use hero shots
where possible)
• Content on clean white background
• Clean white space to increase readability
Collateral
3
MPU
DL brochure – black and white
If budget restrictions mean that the
brochure has to be produced in black
and white, please use this example as
a guide.
OUTSIDE
• DL primary wave
• Informational headline using solid white with short
SPREAD
• Introduction paragraph to entice reader
• Imagery rather than illustration (use hero shots
where possible)
• Clean white space to increase readability
Collateral
4
MPU
DL promotional cards – portrait
• DL wave
• Informational headline; ie. solid white with short
• Ideally, try to minimise copy for better impact of
the picture
• Include the key relevant details so the reader can refer
to a website (or similar) to obtain further information
Join us at
Bradleys
Head for
a special
sunrise
event
Picture credit would go in this space here
GUIDELINES
Narran Lake
Open Day
SATURDAY 24TH - SUNDAY 25TH MAY 2014
FROM 8AM – 8:30PM DAILY
YUWAALAYAAY VISITOR AREA
NARRAN LAKE NATURE RESERVE
Come and join the National Parks and Wildlife Service
and the Narran Lake Nature Reserve Co-Management
Committee for an open day at Narran Lake Nature
Reserve.
SATURDAY 23 JANUARY 2010
FROM 5AM - 7.30AM
Sydney Festival’s Dawn Chorus is a series of
acoustic choir performances taking place at some of
Sydney’s favourite beaches throughout January.
OR CALL 1300 361 967
Explore this amazing area on a guided tour and stop
and enjoy a free BBQ after you have soaked in the
rich culture and stories of the traditional people.
FOR MORE INFORMATION
VISIT WWW.NATIONALPARKS.NSW.GOV.AU
CALL 13000 PARKS (13000 72757) OR
NARRABRI OFFICE ON (02) 6792 7300
Collateral
5
MPU
DL promotional cards – landscape
GUIDELINES
• DL landscape sized wave
• Informational headline; ie. solid white with short
Picture credit would go in this space
• Format only allows for key relevant details so the
reader can refer to a website (or similar) to obtain
further information
Join us at
Bradleys Head
SATURDAY 23 JANUARY 2010 FROM 5AM - 7.30AM
Sydney Festival’s Dawn Chorus is a series of acoustic choir
performances taking place at some of Sydney’s favourite
beaches throughout January.
OR CALL 1300 361 967
Collateral
6
MPU
Print advertising – size structure
GUIDES
• The wave can slide up and down depending
on the amount of copy
• Picture credits only if necessary
• The headline must be placed so that it is
legible. It can be moved depending on
the image but must be either right or left
aligned on the grid and not centred
Full page
Portrait
• Ideally, try to minimise copy for better
impact of the picture
Half page
• Avoid extreme landscape or portrait formats
Quarter page
• Format will vary according to the media
provider
• Use the standard wave; DL wave only on
very small and very narrow ads
HEADLINES
• Brand advertising should always use an
emotive headline format; ie. 80% trasparent
white overlay
• Tactical advertising should always use an
informational headline format; ie. solid white
with short 80% black drop shadow
Full page
Landscape
• Please see over for the definitions of brand
and tactical advertising
Collateral
7
MPU
Digital advertising – display formats
MREC
Leaderboards
Skysceaper
8
MPU
Brand advertising
We found
so much
when we
left it all
behind
Brand advertising raises awareness of
NSW National Parks in general. It entices
the viewer to take some time exploring
the natural wonders around them. It is
not advertising for a specific park.
GENERAL GUIDELINES
• Use an appealing, emotive and relevant headline
on the brand ads
• Use the emotive headline format; ie. 80%
transparent white overlay. Please find an area on
the image where the headline is legible and align it
with the grid format
FOR PRINT
• Use the wave in the supplied standard format.
If format differs, place the raw wave, visually
matching the size and crop size to the supplied
range of waves
• An emotive quote or statement that could come
from a person in the shot should be included on
the ad using the Park Life font. If the picture has
no people in it or the chosen copy to go on the ad
is not a personal quote or statement, please use
Helvetica Neue Regular in small print
FOR DIGITAL
• Always hyperlink the ad to the appropriate
webpage or URL
• Wave or lock-up can be used, depending on size
and format of display ad.
• In digital format, the creation of the art work will
follow the same process as print but the image
quality suitable for uploading is RGB and 72ppi.
Volunteering in
NSW National Parks
and Reserves
sei when I ce here
Collateral
9
MPU
Tactical advertising
Tactical advertising informs the
reader of a specific event or cause.
The purpose of the ad is to trigger an
action. Displaying the natural beauty is
still a key driving force.
GENERAL GUIDELINES
FOR PRINT
• Use informational headline in print format; ie. solid
white with short 80% black drop shadow.
• Use standard wave unless it is an extremely narrow
portrait ad
• Headline must be placed so that it is legible. It can
be moved depending on the image but must be
either right or left aligned on the grid
• Wave can slide up and down depending on the
amount of copy
FOR DIGITAL
Love camping?
Become a
Campground
Host volunteer
Photography: David Finnegan/OEH.
• Use 1 to 4 column grid
• Ideally, try to minimise copy to have more visual
impact
• Always hyperlink the ad to the appropriate
webpage or URL
• Include all main relevant details for the reader to be
well informed and always include a call to action
(phone number, website URL, etc)
• Wave or lock-up can be used, depending on size
and format of display ad.
Photo: David Simmonds
Delight NYE
at Bradleys Head
Congratulations on your ticket
purchase to the Delight NYE
at Bradleys Head celebrations.
Please find enclosed your allocated
ticket(s).
TICKET ENTRY
COMBINE YOUR CAMPING HOLIDAY WITH A GREAT VOLUNTEER EXPERIENCE
Participating in the Campground Host program is the
perfect opportunity to enjoy a great outdoors experience
and be a vital part of the campground community.
As a campground host, you’ll be assisting NSW
National Parks by providing essential information and
advice to fellow campers, helping ensure they have the
best camping experience possible.
Applications for the Summer 2013/14 Campground
Host program are now open. There’s no fee to become
a host and NSW National Parks provides the training
and free campsite at participating parks. Hosts need to
be 18 and over and enjoy working with people.
Apply online today - applications close
Friday 18 October 2013.
Discover a new campground and become part of a great volunteer community with NSW National Parks!
FIND OUT MORE AND APPLY ONLINE AT WWW.ENVIRONMENT.NSW.GOV.AU/VOLUNTEERS
Please remember your ticket. You
will need to present your ticket to
gain access and entry to the event.
2. Upon arriving by ferry at Taronga
Zoo wharf, follow signs leading into
the National Park, opposite Taronga
Zoo wharf entrance. Please note this
entrance will be closed after the last
scheduled ferry
For safety reasons some areas of
Bradleys Head are not accessible.
Be aware of barriers and signs and
remain in the public access areas.
For safety reasons access to the beach
front will be restricted.
TRANSPORTATION
GATES OPEN FROM 1PM
A maximum of 5000 patrons will be at
Bradleys Head for NYE celebrations.
There is plenty of room for all to have
a view of the harbour and to enjoy the
friendly atmosphere.
There are two entrances into the park
that will be open from 1pm:
1. Main park entrance: located on
Bradleys Head Road, approximately
300m past the entrance to Taronga
Zoo on the opposite side of the road
Parking is not provided on site. Local
road closures and special event
clearways will be in place.
For further information please
contact Roads and Maritime Service
or Mosman Council. Public transport
is recommended for travel to and from
the event.
If you plan to travel to the event via ferry,
check the ferry times due to the Sydney
Harbour exclusion zones for NYE. There
will be no ferries after the event.
Contact the Transport Info line on 131500
or www.131500.com.au to plan your trip.
WHAT TO BRING
• Blanket
• Sunscreen, hat, drinking water,
warm clothing / wet weather gear,
sensible walking shoes
• Torch and radio (optional)
• Food and drink (non alcoholic) will
be available for purchase. You are
welcome to bring your own picnic
WHAT TO LEAVE AT HOME
Please leave the following items at home:
• Alcohol (alcohol-free zone)
• Glass (glass-free zone)
• All chairs (ground level folding chairs
permitted)
• Tents, shade structures and beach
umbrellas
• Sparklers, fireworks and naked flames
• Pets
The above items are not permitted past
the entry point to the event.
SAFETY CONSIDERATIONS
• This is an all weather event
• Wear sensible footwear
• In digital format, the creation of the art work will
follow the same process as print but the image
quality suitable for uploading is RGB and 72ppi.
Adhere to directions and requests from
event staff and security.
CONDITIONS
• Tickets are not transferable
• There are no refunds, exchanges or
replacements on any ticket
• Tickets may not be resold at a
premium (the bearer of a resold
ticket will be refused entry)
• If the event is cancelled, other
than by NPWS, no refund or
compensation applies
• The event occurs regardless of weather
FOR MORE INFORMATION
Contact 13000 PARKS (13000 72757).
Visit nationalparks.nsw.gov.au
facebook.com/NSWNationalParks
PLEASE TREAD LIGHTLY
Bradleys Head is part of Sydney
Harbour National Park.
Help us care for our natural
environment. Please take your rubbish
with you or use the bins provided.
Collateral
10
MPU
PowerPoint – templates
TITLE SLIDE
• Generic colour background or a hero shot. When
using a hero shot as background image please be
mindful of legibility of the copy
• Use the informational headline format; ie. solid
white with short 80% black drop shadow
CONTENT SLIDES
• All copy in 80% black
• Bullets can be either 80% black or in the chosen
document colour (in this case the orange from the
title page for a friendlier feel)
• Align pictures with copy and logo where possible,
as per this example
Collateral
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MPU
E-Newsletter – Naturescapes
Naturescapes is the NSW National Parks visitor
e-newsletter. It follows a two column grid structure
using many images and short stories to give an
overview of current topics.
Naturescapes is a quarterly publication with
occasional special issues, and the colour scheme
follows a seasonal palette.
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MPU
E-Newsletter – Explore
Explore is the NSW National Parks stakeholder
e-newsletter. It has a more corporate and functional
look and feel to it, which is reflected in the colour
scheme and the one column grid layout. Where
applicable, images support the stories. Explore is a
quarterly publication with occasional special issues
when relevant.
13
MPU
Promotional poster – examples
A promotional poster has to
communicate quickly: an informative
headline and a hero picture are the key,
with a specific call to action (eg. visit
the website) once attention is grabbed.
USAGE
• Informational headline = solid white with short 80%
black drop shadow
• Use standard wave and avoid extreme narrow
formats. Ideally use A3 size or bigger, never smaller
than A4
• Wave can slide up and down depending on the
amount of copy
• Picture credits where necessary
• Headline must be placed so that it is legible. It can
be moved depending on the image and its crop but
must be either right or left aligned on the grid
• Ideally, try to minimise copy for better impact of
the picture
• Include all main relevant details for the reader to
be well informed and know where to obtain further
information if desired
Collateral
14
MPU
Banners – examples
Here are basic examples of banners.
Stunning nature shots are the key
selling point.
USAGE
• Very large format pieces should have a simple
one-word headline using an informational headline
format, (solid white with short 80% black drop
shadow) or an emotive headline (80% transparent
white overlay) depending on the message conveyed.
• Vertical text is used, due to extreme portrait format
• DL wave format is used, due to extreme portrait
format
• Ensure chosen images can be used at 300 ppi at
actual banner size
Collateral
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MPU
Flag – an exception to the rule
As with all brand guidelines, there will
be occasional exceptions to the rule.
This event flag is an example of this. In creating the
flag, the designer recognised the importance of having
the logo at the top of the piece to be more visible in
larger crowds. The colours on the flag reflect the wave
and represent nature's colours from the sea to the
outback, including waves and rolling hills.
These exceptions can only be made by the Marketing
and Promotions Unit.
Collateral
16
MPU
Local temporary poster – template
For local temporary posters, there is
a very basic layout to accommodate
in-house print quality.
USAGE
• Logo bottom right
• Copy: Helvetica Heavy, 80% Black
(Large type)
• Use white background due to restricted
print margins
Meet us at
the Visitor Centre
at 10:00am
for the next
Discovery tour
Collateral
17
MPU
Merchandising – bottles
Collateral
18
MPU
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Merchandising – pens
Collateral
19
MPU
Brand Guidelines
Photography: OEH Image Library
TEMPLATES, WAVES
AND LOGOS
List of templates
Overview of all the available NSW
National Parks and Wildlife Service
design templates.
Please use the templates as appropriate; they provide
flexibility to allow for different copy lengths. Accent
colours should be changed to match the overall design.
Please note that these templates are a starting point
and may need to be adapted according to each
specific piece. However, branding elements such as
wave location and size should not be modified.
If other templates are required, you can contact:
TEMPLATE
FORMAT
Brochure (A3 folding to DL) - colour and black and white
InDesign (CS5)
Leaflet A4 – colour and black and white
InDesign (CS5) and Word
Brochure (A4 folding to DL) – colour and black and white
InDesign (CS5)
Banner
InDesign (CS5)
Brand Advertisements (A4, A5, A6) * – landscape and portrait
InDesign (CS5)
Tactical Advertisements (A4, A5, A6) * – landscape and portrait
InDesign (CS5)
Powerpoint template
PowerPoint
Promo poster (A2, A3) – landscape and portrait
Promo card DL – landscape and portrait
E-newsletter
InDesign (CS5)
Local temporary poster template (A4)
Word
* For special sizes, please redesign based on closest template size
List of templates and logos
1
MPU
List of waves
1. To select the most appropriate ‘wave’ to use for your promotional piece, just follow these steps:
STEP 1:
STEP 2:
Does the wave need Is the piece colour
to have the url:
or B/W?
nationalparks.nsw.gov.au?
STEP 3:
Open the folder:
STEP 4:
What is the size
of the piece?
A3
A4
Colour
Primary_waves
A5
A6
Yes
DL
(If no, please refer
to next page)
A3
A4
B/W
Primary_waves_b/w
A5
A6
DL
STEP 5:
STEP 6:
Landscape
NSWParks_primary_wave_A3_landscape.eps
Portrait
NSWParks_primary_wave_A3_portrait.eps
Landscape
Portrait
Landscape
Portrait
Landscape
Portrait
Landscape
NSWParks_primary_wave_DL_landscape.eps
Portrait
NSWParks_primary_wave_DL_portrait.eps
Landscape
NSWParks_primary_wave_A3_landscape_BW.eps
Portrait
NSWParks_primary_wave_A3_portrait_BW.eps
Landscape
Portrait
Landscape
Portrait
Landscape
Portrait
Landscape
NSWParks_primary_wave_DL_landscape_BW.eps
Portrait
NSWParks_primary_wave_DL_portrait._BWeps
Is it landscape or
portrait?
Select this file and use in 100% (every wave
includes 5mm bleed in 100%):
2
MPU
List of waves
STEP 1:
Does the wave need
to have the url:
nationalparks.nsw.gov.au?
STEP 2:
Is the piece colour
or B/W?
STEP 3:
Open the folder:
STEP 4:
What is the size
of the piece?
A3
A4
Colour
Secondary_waves
A5
A6
No
DL
(If yes, please refer
to previous page)
A3
A4
B/W
Secondary_
waves_b/w
A5
A6
DL
STEP 5:
STEP 6:
Landscape
NSWParks_secondary_wave_A3_landscape.eps
Portrait
NSWParks_secondary_wave_A3_portrait.eps
Landscape
Portrait
Landscape
Portrait
Landscape
Portrait
Landscape
NSWParks_secondary_wave_DL_landscape.eps
Portrait
NSWParks_secondary_wave_DL_portrait.eps
Landscape
NSWParks_secondary_wave_A3_landscape_BW.eps
Portrait
NSWParks_secondary_wave_A3_portrait_BW.eps
Landscape
Portrait
Landscape
Portrait
Landscape
Portrait
Landscape
NSWParks_secondary_wave_DL_landscape_BW.eps
Portrait
NSWParks_secondary_wave_DL_portrait._BWeps
Is it landscape or
portrait?
Select this file and use in 100% (every wave includes
5mm bleed in 100%):
3
MPU
List of waves
2. To position the wave correctly, it needs to be anchored to the bottom right of the document, leaving a 5 mm bleed,
as shown below:
Choose desired wave in A5 portrait size
(in this example: primary colour wave)
Place 5mm to the bottom right hand
corner of the document
PAGE
LAYOUT
PAGE
LAYOUT
For example A5 portrait
document
Place the appropriate wave into your document, move the wave to the bottom right corner as indicated (allowing for the 5mm bleed to go
all around the document). Please refer to Brand Assets section for more guidelines. If your document has a different size to those supplied,
choose the closest wave size and position as above. If in doubt and for guidance on how to deal with extreme formats, please contact MPU.
4
MPU
List of logos
Overview of all NSW National Parks and Wildlife Service logos and their usage:
5
MPU
For more information
If you require more information or have
any questions regarding the NPWS
brand guidelines, please send us an
email to:
The brand guidelines, logos and
templates are available in the OEH's
intranet at: http://ehub/publishing/
NPWSbrand/index.htm
6
MPU

INTRODUCTION - Office of Environment and Heritage

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