Frankston City is a major Metropolitan Activity Centre. We have a thriving economy, vibrant lifestyle, busy hospitality and retail scene, dynamic calendar of festivals, events and all-round visitor attractions and growing list of developers and investors. The corporate branding has therefore been designed to reflect this vibrant, creative, bold and optimistic positioning.
The Corporate Branding Guidelines articulate Frankston City Council’s corporate brand for use across all communications. The corporate identity of Frankston City Council is a valuable asset and the integrity of its public image must be protected and maintained at all times. This enables all levels of the community to easily recognise Frankston City Council activities, information and services.
All applications of the brand and marketing designs must be signed off by the Content & Brand team within Community Relations (Suzanne La Fontaine, Coordinator, Content & Brand and/or Nadine Roberts, Design & Brand Officer).
Positioning
Frankston City is a city of imagination. A progressive, creative, imaginative community, where everyone’s welcome and anything’s possible.
Our mission
To build a distinctive community and environment brimming with potential
To have visitors, young professionals, entrepreneurs and families feel inspired to grow, imagine and create
Our vision
To become Victoria’s most desirable City, envied for our location, celebrated for our dynamic community and progressive way of life
To be somewhere you can build a future (with the sand between your toes)
Our promise
To empower our community with every opportunity they need to grow
To help un-tap the power of our collective creativity and imagination
Our values
Bold
Authentic
Creative
Open
Bold
We are not afraid to speak our mind, stand up for what we believe in, and take decisive action to get the best outcomes for the community. We have a strong sense of purpose and direction, and are willing to push ourselves outside of our comfort zones to get there.
Authentic
We’re comfortable in our own skin and in being unconventional. We’re proud of our history and story. It’s made us who we are, giving us a point of difference and created a unique sense of place and belonging.
Creative
We approach problems and challenges in new and innovative ways that serve the interests and needs of our community. We collectively foster an environment where everyone can express themselves, innovate and grow as we know it makes our community stronger.
Open
Frankston City is welcoming to all, providing opportunities for people of all backgrounds and beliefs. Stroll through our vibrant streets and you’ll encounter a rich tapestry of diverse perspectives, experiences and ambitions. Our community embraces change and new ideas, making it an evolving and dynamic place to live.
Our brand identity
Our brand is more than a logo, it’s a relationship. This is how we express ourselves. It’s how people experience us and our organisation.
The corporate logo of Frankston City Council is a valuable asset, and the integrity of its public image must be protected and maintained at all times. This enables all levels of the community to easily recognise Frankston City Council's activities, information and services.
Our identity is a design pattern composed of a number of core elements that come together to create a distinctive look and feel that makes the Frankston City Council brand instantly recognisable.
The following sections guide you through the core elements. They will assist you in designing and producing compelling communications with a high degree of creative flexibility.
It is important that the logo is applied consistently across all communications. It should not be redrawn, digitally manipulated or altered in any way. The logo should never be obscured, distorted, rotated or cropped.
Do not use a dropshadow on the logo
Do not rotate the logo
Do not manipulate size of elements within the logo
Do not stretch the logo
Do not use unprescribed colours for the logo
Do not use a gradient within the logo
Do not use multiple colours for the logo
Do not use low-contrasting colours for the logo and background
Minimum size and space
The Frankston City Council logo must perform well at all sizes. Use the guidelines below to ensure the logo is always legible at small sizes. Never scale the logo beneath 20mm in print applications or 100px in digital applications.
Minimum size
100px wide (digital)
20mm wide (print)
Minimum space
A minimum amount of clear white space must surround the Council logo. This is equivalent to the height of the 'F' in the Frankston city logo.
FCC logo in conjunction with other logos
The corporate identity of Council is a valuable asset and the integrity of its public image must be protected and maintained at all times. The Council logo can be provided to other organisations for use as part of a partnership or sponsorship agreement (this is a requirement wherever Council has provided $10,000 or more in sponsorship).
Approvals for logo usage
Contact Media and Communications, outlining the agreement and specifying how the logo is intended to be used, (eg, in an advertisement, on a poster, etc). Where approval to use the logo is provided the approval will only be for the specific application and is not an ongoing approval. The logo cannot be provided to other organisations simply because we agree with what they are doing. Approval to provide the logo must be obtained from the Content & Brand team in Community Relations (Suzanne La Fontaine, Coordinator, Content & Brand, and/or Nadine Roberts, Design & Brand Officer).
In all cases where the Council logo is placed with logos from other organisations, the logo and artwork must be approved by the Content & Brand team at least one week prior to the print deadline.
Placing other organisation logos on Frankston City Council collateral
Contact Media and Communications, outlining the agreement and specifying how the logo is intended to be used, (eg, in an advertisement, on a poster, etc). Where approval to use the logo is provided the approval will only be for the specific application and is not an ongoing approval. The logo cannot be provided to other organisations simply because we agree with what they are doing. Approval to provide the logo must be obtained from the Content & Brand team in Community Relations (Suzanne La Fontaine, Coordinator and/or Nadine Robert, Design & Brand Officer).
The logo of any organisation or government that has funded a Council program or initiative should be used on collateral for that program or initiative, alongside Council’s logo, with Council’s logo taking the prominent position and sizing.
Where Council is an equal partner with another organisation/s, then each should be given equal space.
Typography
Our typography is modern, functional and purposefully designed to transform our city into a state — of mind, of growth, of inspiration.
Primary font
Frankston City Council has a primary typeface which is used to build our brand personality. Our primary typeface, Helvetica has been chosen for its legibility and contemporary appeal.Helvetica should be used for titles and headings as well as body copy and small text across both print and web applications.
Frankston City Council’s alternative system font for internal purposes is Arial, shown below. A system font is a typeface that is widely available of most operating systems. This ensures that when creating documents in applications such as Microsoft Office and Helvetica isn’t available, it will always display correctly. No other system font should be used.
Our colour palette is vast, to reflect Frankston City’s broad spectrum of selling points. Council departments and projects are not limited to specific colour codes, to reflect the multi-faceted community benefits in everything we do.
Frankston City's colours ensure brand recognition and consistency for all marketing communications. Our colour palette is a vivid and energetic blend of vibrant hues. In each row, the primary colour is depicted in the middle, surrounded by two darker shades on the left and two lighter shades on the right. Colours can be used at varying opacities (eg. Green +2 at 50%) to mimic a lighter shade.
Green
PMS 367 C
HEX #A1D333 R161 G211 B51
C42 M0 Y100 K0
Green -2
PMS 7731 C
HEX #1C7C43
R 28 G 124 B 67
C86 M 27 Y 95 K 24
Green -1
PMS 7739 C
HEX #37A041 R 55 G 160 B 65 C 78 M 12 Y 100 K 1
Green +1
PMS 374 C
HEX #BDE54E
R 189 G 229 B 78 C 30 M 0 Y 85 K 0
Green +2
PMS 372 C
HEX #E6F9A5
R 230 G 249 B 165
C 11 M 0 Y 44 K 0
Teal
PMS 7473 C HEX #2E9882 R 46 G 152 B 130 C 78 M 19 Y 58 K 2
Teal -2
PMS 3035 C
HEX #004552
R 0 G 69 B 82
C 95 M 60 Y 51 K 37
Teal -1
PMS 3155 C
HEX #006067 R 0 G 96 B 103 C 91 M 46 Y 51 K 23
Teal +1
PMS 7723 C
HEX #34AD82
R 52 G 173 B 130 C 75 M 7 Y 64 K 0
Teal +2
PMS 7478 C
HEX #8CE5BB
R 140 G 229 B 187
C 41 M 0 Y 36 K 0
Turquoise
PMS 7466 C
HEX #00B6BF R 0 G 182 B 191 C 74 M 3 Y 28 K 0
Turquoise -2
PMS 315 C
HEX #077075
R 7 G 112 B 117
C 88 M 39 Y 49 K 15
Turquoise -1
PMS 321 C
HEX #139699 R 19 G 150 B 153 C 81 M 22 Y 41 K 1
Turquoise +1
PMS 319 C
HEX #34CECE
R 52 G 206 B 206 C 63 M 0 Y 25 K 0
Turquoise +2
PMS 317 C
HEX #A9EFEC
R 169 G 239 B 236
C 35 M 0 Y 13 K 0
Blue
PMS 801 C
HEX #00ABDE R 0 G 171 B 222
C 73 M 13 Y 2 K 0
Blue -2
PMS 7692 C
HEX #055B8A
R 5 G 91 B 138
C 95 M 64 Y 23 K 6
Blue -1
PMS Process Blue C
HEX #1688C9 R 22 G 136 B 201 C 80 M 36 Y 0 K 0
Blue +1
PMS 2985 C
HEX #51C8EB
R 81 G 200 B 235 C 58 M 0 Y 4 K 0
Blue +2
PMS 552 C
HEX #B8E4F0
R 184 G 228 B 240
C 26 M 0 Y 4 K 0
Dark Blue
PMS 7687 C
HEX #1D428A R 22 G 72 B 134
C 100 M 81 Y 18 K 5
Dark Blue -2
PMS 533 C
HEX #052744
R 5 G 39 B 68
C 100 M 82 Y 45 K 48
Dark Blue -1
PMS 648 C
HEX #1D3565 R 29 G 53 B 101 C 100 M 87 Y 33 K 22
Dark Blue +1
PMS 660 C
HEX #407EC9
R 64 G 126 B 201 C 75 M 46 Y 0 K 0
Dark Blue +2
PMS 2708 C
HEX #B7D2EE
R 183 G 210 B 238
C 25 M 9 Y 0 K 0
Purple
PMS 2597 C
HEX #6E008F R 110 G 0 B 143
C 72 M 100 Y 5 K 1
Purple -2
PMS 2695 C
HEX #25144F
R 37 G 20 B 79
C 98 M 100 Y 33 K 37
Purple -1
PMS 2617 C
HEX #482164 R 72 G 33 B 100
C 84 M 100 Y 28 K 18
Purple +1
PMS 2592 C
HEX #8525B1
R 133 G 37 B 177 C 61 M 91 Y 0 K 0
Purple +2
PMS 517 C
HEX #FACBF3
R 250 G 203 B 243
C 3 M 23 Y 0 K 0
Pink
PMS 205 C
HEX #E03B78
R 224 G 59 B 120 C 6 M 91 Y 27 K 0
Pink -2
PMS 520 C
HEX #600557
R 96 G 5 B 87
C 64 M 100 Y 31 K 28
Pink -1
PMS 215 C
HEX #AA1363 R 170 G 19 B 99
C 31 M 100 Y 35 K 6
Pink +1
PMS 7423 C
HEX #E55A8C
R 229 G 90 B 140 C 5 M 80 Y 16 K 0
Pink +2
PMS 1895 C
HEX #FCAED2
R 252 G 174 B 210
C 0 M 40 Y 0 K 0
Orange
PMS 1585 C
HEX #F66817 R 246 G 104 B 23
C 0 Y 73 M 100 K 0
Orange -2
PMS 7599 C
HEX #AF3409
R 175 G 52 B 9
C 21 M 90 Y100 K14
Orange -1
PMS 7579 C
HEX #D8501A R 216 G 80 B 26 C 10 M 82 Y 100 K 2
Orange +1
PMS 715 C
HEX #F5822B
R 245 G 130 B 43 C 0 M 60 Y 94 K 0
Orange +2
PMS 7507 C
HEX #FFD4A6
R 255 G 212 B 166
C 0 M 18 Y 36 K 0
Yellow
PMS 113 C
HEX #F6DE4C
R 246 G 222 B 76
C 5 M 7 Y 82 K 0
Yellow -2
PMS 7569 C
HEX #D88C1D
R 216 G 140 B 29
C 14 M 49 Y 100 K 1
Yellow -1
PMS 123 C
HEX #FCC62B R 252 G 198 B 43 C 0 M 21 Y 92 K 0
Yellow +1
PMS 100 C
HEX #FFED82
R 255 G 237 B 130 C 1 M 1 Y 60 K 0
Yellow +2
PMS Yellow 0131 C
HEX #FFF2BD
R 255 G 242 B 189
C 0 M 2 Y 30 K 0
Neutrals
In addition, Frankston City has a neutral colour palette consisting of black, white and three warm greys that support each of the primary colours.
Grey
PMS 403 C
HEX #928D80
R 146 G 141 B 128
C 44 M 38 Y 47 K 5
Black
PMS Process Black
HEX #000000
R 0 G 0 B 0
C 40 M 0 Y 0 K 100
Grey -1
PMS Black 7 C
HEX #403E37 R 64 G 62 B 55 C 63 M 58 Y 66 K 51
Grey +1
PMS Cool Grey 1C 35%
HEX #F3F2EE
R 243 G 242 B 238 C 3 M 2 Y 4 K 0
White
PMS NA
HEX #FFFFFF
R 255 G 255 B 255
C 0 M 0 Y 0 K 0
Analogous colour combinations
An analogous color scheme is typically comprised of three colors that fall next to each other on the color wheel: the first is the dominant color, the second is the supporting color, and the third serves as an accent. Black, white, and grey can also be incorporated into any analogous color scheme.
Analogous colour schemes should be used within a singular layout (with the exception of Frankston City's sub-brands).
Accessibility
More than one million people with a disability live in Victoria. This means that all Frankston City Council communications need to consider the needs of people with a disability. When working with Council communications, you will need to think about how to make it accessible to the widest possible audience, including people with a disability. This may include:
choosing accessible font sizes and colour contrasts when designing communications
using clear and appropriate language when writing communications
making publications available in alternative formats (e.g. Easy English, audio)
captioning videos
developing websites and digital content that meet the required Web Content Accessibility Guidelines 2.0 AA standard.
For guidance on making digital content accessible, see the Victorian Government’s Digital
Frankston City is nothing if not versatile, where our expression can gracefully shift between playful and decisively formal.
Frankston City is nothing if not versatile, where our expression can gracefully shift between playful and decisively formal. Our brand is made up of secondary elements that can be used in a variety of ways where appropriate. Our brushstrokes are used as flourishes of expression where further accent and brand personality is required, such as events and community publications. They should not be utilised on more serious document such as rate notices and urban planning documents.
Our City is our creative playground—full of life and opportunity. Our brush letters are an expression of our unique style—free-spirited, approachable and interconnected.
PLEASE NOTE:These letterforms are NOT to be used as a font. They are strictly used as graphic elements to support the visual language of the brand only.
Compelling and relevant images have the ability to inspire and engage our community. To support Frankston City Council’s vision to better serve the community, all imagery used should be bright with abundant ambient light and warm colours with good saturation and contrast. We want to ensure we represent a rich variety of ages and ethnicities in environments that depict life in Frankston City. The main subject should also be framed in the centre of an image.
