Waterfront Place - Brand Guidelines

CORPORATE
IDENTITY

LOGO AND USAGE
The Waterfront Place logo combines three
elements: the logotype, the tagline and a
graphical element. These elements should
never be changed. Position, size and colour
along with the spatial and proportional
relationships are predetermined and should
not be altered.
Used consistently, they will reinforce
public awareness of the company.
THE LOGO
Word mark
Tagline
DARK VERSION
LIGHT VERSION

BLACK, WHITE
AND GRAYSCALE
If needed, the logo can be reproduced in
greyscale version using a light colour type
on dark background or in a dark colour type
on a light background.
The logotype and symbol must be clearly
distinguishable from the background colour.
100% Black
80% Black
100% White
Symbol

LOGO
CONSTRUCTION
The Waterfront Place logo requires
separation from the other elements around
it. The space required on all sides is
roughly equivalent to the cap height of the
logo type. It should never be less than that.
The logo must always fit into the clearspace
area and can not be intervened by other
graphical elements which could hinder the
legibility of the brand.
The logo must be surrounded by clear space
to ensure visibility.
The icon must always be surrounded by clear white space all
around to ensure visibility.

MINIMUM
LOGO SIZES
There are no predetermined sizes for the
Waterfront Place logo. Scale and proportion
should be determined by the available
space, function and visibility. In print the
minimum size is 34 mm width, for the
symbol it is 10 mm width.
For digital use the minimum size for the
standard logo is 120px. This is the smallest
size apart from when using an ICO. The size
for the ICOs is 16px.
LOGO
SYMBOL
ICON
34 mm 34 mm 16px
INCORRECT USE
DON’T rotate the logo
DON’T add a drop shadow
DON’T rearrange elements
DON’T stretch the logo
DON’T use different colours
DON’T place the logo over a
complex image

COLOUR SCHEME
A comprehensive colour palette has been developed to provide
flexibility while creating unified, recognisable appearance
across all communication.
LIGHT GREY
RGB
CMYK
HEX
243 243 243
4 2 2 0
#f2f2f2
COLD GREEN
RGB
CMYK
HEX
0 169 157
78 9 46 0
#00a99d
DEEP BLUE
RGB
CMYK
HEX
15 68 111
100 78 32 17
#0f446f
OIL BLUE
RGB
CMYK
HEX
6 59 75
97 71 48 43
#05364b

This palette has been selected for use in
Waterfront Place communications. The primary
colours include a cold green that embodies the
innovative and dynamic business environment of
Waterfront Place.
The additional colours are light grey for
backgrounds and two different tints of blue that
underline the corporate attitude.

CORPORATE ALPHABET
PANTON LIGHT CAPS
AA
Panton Light Caps is Waterfront’s primary typeface.
Used for headings.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
/!?{}”^%&*$#@~+=-():;’|\
1 2 3 4 5 6 7 8 9 0
DIN REGULAR
Aa
Din is Waterfront’s primary typeface.
Used for body copy.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
/!?{}”^%&*$#@~+=-():;’|\
1 2 3 4 5 6 7 8 9 0
DIN BOLD
Aa
Din is Waterfront’s secondary typeface.
Used for emphasis, headings and
alternate applications.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
/!?{}”^%&*$#@~+=-():;’|\
1 2 3 4 5 6 7 8 9 0

Aa

IMAGERY
Brand image is the overall impression in consumers’ mind that is formed from all sources
Good imagery helps to reinforce our values. Any photography needs to be professional in
its approach and engaging in its content. It is essential for our brand to covey a consistent
message throughout all our communication.
REQUIREMENTS
1 - Use desaturated colours with cold colour style
2 - All photos should be light and clean

3 - Use CMYK (RGB for web) when the background is white or the colour scheme fits with the
brand palette.
4 - Use grayscale images when the colour scheme doesn’t fit with the background
5 - Use a dark/coloured overlay on image when writing text on it

WATERFRONT PLACE
1 Eagle St - 4000
Brisbane - QLD