br history

Positioning

Tone of voice

Typeface 1 Typeface 2

Visual language

Strap line

Photography style

SECONDARY ELEMENTS

Logo

PRIMARY ELEMENTS

BRAND TOOL BOX

Primary colour palette

Secondary colour palette

MAGENTA

80% BLACK 50% BLACK

CYAN BLACK WHITE

The Bridge Rd logo was designed to reflect a modern vibrant

“edginess”. The colours are primary which guarantees cut through

and also adds fashionability. The type face is “now” yet harks back

to neon signs associated with Richmond’s rich retail past. Using

a row of dots representing shops along the strip and a cyan dot

to show that you have “made the find” complete this strong and

memorable mark.

“What a find” perfectly positions Bridge Rd as the shopping

destination that allows you to discover something unexpected.

As so many shopping destinations have become predictable

offering only generic big brand names this positioning demon-

strates our unique selling proposition. And of course being an

expression that is part of our Aussie vernacular helps too.

• Conversational

• Enlightening

• Quirky

• Magical

• Inviting

Our photography style is consistently fashionable

but always includes an unexpected quirky element.

This separates us from generic big brand labels and

other shopping destinations that maybe slick but

often are cold and lacking a memorable personality.

The visual language for the brand is a graphical

representation of shops along a strip and the one

cyan dot amongst the white dots represents a

customer ‘finding’ exactly what they were searching

for. This graphic device has the flexibility to be used

and expanded into communications to create greater

brand ownership and recognition. It can integrated

into communications to visually support the ‘What A

Find’ proposition outside the actual logo.

‘What a find’ brings to life the brand essence and

positions the street with a unique and compelling

reason to visit. It captures the brands core benefit

and sets the precinct apart in a way that directly

connects with the target market.The line is ownable,

memorable and has the ability to stretch across the

streets core product offerings:- Food, Fashion and

Furniture.

estrol Many Weatz

Magazine Winter

Magazine Summer

BRAND COMMUNICATIONS

Rediscover Bridge Road, Richmond. Now more than ever, bursting with food, fashion and furniture. Catch up with friends for an award-winning breakfast. Meet for a drink at a world-renowned bar after the footy. Find the perfect outfit at one of the many unique, value-for-money fashion boutiques. And whether you’re searching for contemporary or retro décor, you’ll find it at one of Bridge Road’s eclectic furniture stores. To find out more visit www.bridgerd.com.au

Tennis

Bridge Rd

Tennis

Bridge Rd

Tennis

Bridge Rd Visit Bridge RdRichmond for award

winning bars, restaurants and cafes. Open before and after the tennis. Click for more information

Social media

Website

DIGITAL


Tactical animated banner ad to coincide with the tennis

Tactical press ad to coincide with Christmas

Brand identity guidlines

C 0 M 100 Y 0 K 0

C 0 M 0 Y 0 K100

C100 M 0 Y 0 K 0

CMYK

BRIDGE ROAD LOGO AND STRAPLINE GUIDELINES

PANTONE Pro. Mag. C

MINIMUM LOGO PANEL SIZE

LOGO FONTS

“What a find ” is shown in Many Weatz font. Note: Font has been redrawn in areas to achieve desired look.

1234567890

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

BODY COPY FONT

Zurich BT Light Condensed

1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

HEADLINE FONT

Zurich BT Condensed

1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

23mm

MINIMUM STRAPLINE PANEL SIZE

PANTONE Pro. Cyan C

PANTONE Pro. Black C

PMS

MINIMUM LOGO CLEAR SPACE(If logo is used in the panel)

23mm

Divide the bottom of the logo panel into four equal squares. Use the width and depth of the square to determine clear space around all sides of the panel.

When Bridge Road logo and strapline are shown in separate panels, reproduce them in the exact porportions shown below.

The logo can be used without the Magenta panel if a larger area of Magenta is used. An example of this is shown in Fig.1 magazine ad, where the logo is used on a larger area of Magenta. The strapline can be reversed out of a visual, as shown above.

Fig.2 is a pull up banner design also utilising a larger area of Magenta.

Fig.1

Fig.2

“bridge rd richmond ” is shown in estro1 font.


MONO STRAPLINE MINIMUM SIZE MONO LOGO MINIMUM SIZE

19mm 19mm

C 0 M 100 Y 0 K 0

C 0 M 0 Y 0 K100

C100 M 0 Y 0 K 0

CMYK

BRIDGE ROAD LOGO AND STRAPLINE LOCKUP GUIDELINES

PANTONE Pro. Mag. C

MINIMUM LOCKUP PANEL SIZE

LOGO FONTS

“What a find ” is shown in Many Weatz font. Note: Font has been redrawn in areas to achieve desired look.

1234567890

ABCDEFGHIJKLM

NOPQRSTUVWXYZ


BODY COPY FONT

Zurich BT Light Condensed


HEADLINE FONT

Zurich BT Condensed


23mm

MONO LOCKUP MINIMUM SIZE

PANTONE Pro. Cyan C

PANTONE Pro. Black C

PMS

MINIMUM LOGO CLEAR SPACE(If logo and strapline lockup is used in the panel)

19mm

Divide the bottom of the logo panel into four equal squares. Use the width and depth of the square to determine the clear space around all sides of the panel.

When shown together (in lockup), do not alter the proportions of the Bridge Road logo and strapline cluster. Reproduce exactly as shown below.

Logo and strapline can be used without Magenta panel if a larger area of Magenta is used. An example of this is a pull up banner design (Fig.1).

Fig.1

“bridge rd richmond ” is shown in estro1 font.



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