View our brand guidelines - Rotorua

Destination Rotorua
LOGO Guidelines
Destination Rotorua Brand Guidelines

About our logo development
The Rotorua logo and the Takarangi symbol are a core part of
the identity of Rotorua and have been successfully integrated
into communication over the past 15 years.
Over the years the logo has been updated but the core
elements have remained in place. Logos are updated on an
on-going basis but this is the sole responsibility of Destination
Rotorua Marketing.
Destination Rotorua Brand Guidelines

Summary of logo use guidelines
To ensure a consistent and appropriate brand identity for
Rotorua a specific set of logo usage guidelines has been set
out in this document.
1. No elements of the logo art work may be recreated,
deleted, cropped or reconfigured.
2. The logo must appear in full, in the correct colours with all
three elements plus the TM
3. All logo artwork is provided as Adobe Illustrator files.
4. A minimum clear space must be maintained on the
perimeter surrounding the logo artwork.
5. Logo artwork must be uniformly scaled otherwise the logo
becomes distorted.
6. The logo must always appear upright with NO italics.
7. Logo artwork may only be reproduced from digital files.
8. The logo should always appear at the bottom right side of
any advertising materials.
Destination Rotorua Brand Guidelines

Logo usage
The logo must be used as is and cannot be modified under any
circumstances without prior written permission from Destination
Rotorua Marketing General Manager Oscar Nathan .
The ‘Rotorua Blue’ is the primary colour used in the Rotorua logo.
When the logo needs to be reversed out, it should be done with the
‘Rotorua Blue’ background with white copy over. The ‘Feel the spirit’
green should be restricted to that one copy line and should not be used for
reversing out (i.e. a green background should not be used.)
The logo may be used in black and white and reversed out for one colour
applications, and also keeping the ‘Keep the Spirit’ line green. The logo
should not be used directly over images or over other colours.
In such situations the logo should be used as a lock up with either
the white, black or blue background. The grey from the new ‘Rotorua
New Zealand’ logo can be used only in a restricted way to differentiate
between users and only for the copy below the ‘Rotorua symbol’.
Destination Rotorua Brand Guidelines

There are several versions of the logo
authorized for use
1. The main use
2. Used on white
3. Used on premiums such as t-shirts and flags where the PMS blue
cannot be matched
Destination Rotorua Brand Guidelines

Additional Logo Format Use
At the discretion of Destination Rotorua Marketing the sracked colour logo
is another alternative logo format which may be utilised for specific
purposes.
Logo Colour Exceptions
For premiums and promotional items where an appropriate colour
match is not available, an exception will be made to these guidelines if an
approval is granted. In this instance, the Rotorua logo will be green
reversed out of black, the ‘Feel the Spirit’ line will be white and the
‘Manaakitanga’ will be green.
Destination Rotorua Brand Guidelines

Minimum size
For legibility, the minimum acceptable size of the logo is 25mm wide.
Logo clear space
To ensure the legibility of the logo it must be surrounded with a
minimum amount of clear space. This separates the logo from competing
elements such as photography, text or background patterns that may
detract from the clarity and presence of the logo.
Using the logo in a consistent manner across all applications helps us
to reinforce the identity of Rotorua.
The artwork in these guidelines must be used at all times – no
exceptions.
The height of the letter ‘R’ in the Rotorua symbol measures
the clearspace requirement for both the vertical and horizontal
measurements. This is the distance the logo should have as breathing
space around it. The logo should not be placed over an image and no
text or graphics should appear within the clear space.
Destination Rotorua Brand Guidelines