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AUCKLAND COUNCIL
IDENTITY GUIDELINES / OCTOBER 2013   I   94
Third-party advertising
Where Auckland Council or a local board is a partner on a third-party communication  
(e.g. sponsoring, or supported by council/local board funding or resource) the full colour, 
horizontal logo is preferred.
•  The full colour logo must be used on a white background (see page 7 or 12).
•  The logo minimum size must be adhered to (see page 8 or 12).
•  If a white background isn't in use, the single colour (black and white) logo is to be used (see page 7 or 12).
HOW TO GET READY...
HOW TO GET READY...
Example to come
HOW 
1TO GET READ
Learn about the disast
Learn about the disast Y
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s that 
can affect you 
s that 
can affect you 
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3 emergency survival items 
Assemble 
Have a g and m
etawa ai
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it iain 
3
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4 have to leave in a hurry
Have a getaway kit in case you 
4 have to leave in a hurry 11
1
Flyer
IDENTITY GUIDELINES / OCTOBER 2013    I   7
The logo
The logo
This horizontal format logo is to be used on all Auckland Council communications. This 
includes any communications in any channels that are supported by council funding or 
resource. The logo represents our default colour treatment. Under no circumstances should any 
component of the logo be redrawn, modified, repositioned, separated or omitted.
Logo - full colour
Logo - full colour
A
 
Spot colour  CMYK colour  Colour name
D
A   PMS 539 
90.70.38.38 
Ocean 
B   PMS 7461 
78.28.5.0 
Shore 
C
C   PMS 377 
53.16.100.1 
Pohutukawa leaf 
B
D   PMS 485 
0.96.97.0 
Pohutukawa flower
Note that the CMYK colours are not straight Pantone 
switches; they have been manually colour-corrected 
for print production purposes.
Logo - Ocean
Single colour alternative
The logo is to be used when reproduction is limited to 
a single tone, such as:
•   when the logo is reversed out of a solid colour
•  when embossed, debossed or etched to a surface
•  when it is restricted to a single colour job
•   certain embroidery applications, or when applying  
the primary logo is not practical.
Colour
Logo - black and white
In single colour productions, the logo may only be 
represented in Ocean blue, black or white. The Ocean 
blue single colour version of the logo is preferred over 
black. See ‘logo placement’ on page 34 for more details. 
Old reverse logo - don’t use
Logo - Reverse
AUCKLAND COUNCIL
IDENTITY GUIDELINES / OCTOBER 2013   I   8
Clear space
x
x
The ‘X’ squares indicate the minimum clear space 
based on the cap height of ‘A’ in the Auckland 
logotype. Nothing should ever appear within this area. 
This clear space will increase or decrease in proportion 
to the logo size. 
x
x
Minimum size
Minimum size with strapline
In all situations, legibility of the logo is essential and it 
needs to be prominently represented in relation to the 
total size of the communication piece. Where possible, 
the logo should be 25mm high or bigger. 
12mm
In a situation with limited printable area (such as 
pens), our minimum size principle needs to be adopted. 
The absolute minimum accepted size of the logo is 
Minimum size without strapline
12mm high with the Māori translation and 10mm high 
without. A print test must be provided and signed off 
before production of any material. The logo size should 
10mm
increase if the quality of the reproduction is poor.
A print test must be provided and signed off well before 
production. Brand and Channel Communications must 
approve all occasions when the logo is used without the 
strapline.
Minimum size – digital
Minimum size with strapline 
The minimum size for the logo when used in a digital 
(image not to scale)
environment (such as online banners, the intranet or 
Auckland Council website) is:
•  100px high with strapline
100px
•  20px high without strapline
Minimum size without strapline 
(image not to scale)
20px
Ribbon usage
See page 28 for more details.
IDENTITY GUIDELINES / OCTOBER 2013    I   12
These local board logos are to be used on all visual communications that are specific to each 
local board (such as targeted communications and collateral). The logos represent our default 
colour treatment. Under no circumstances should any component of the logo be redrawn, 
modified, repositioned or omitted.
The technical logo specifications for the Albert‑Eden Local Board example here, applies to all 
local board logos.
Logo - full colour
 
Spot colour  CMYK colour  Colour name
Logo – full colour - preferred
A   PMS 539 
90.70.38.38 
Ocean 
A
B   PMS 7461 
78.28.5.0 
Shore 
C   PMS 377 
53.16.100.1 
Pohutukawa leaf 
D
D   PMS 485 
0.96.97.0 
Pohutukawa flower
C
B
Note that the CMYK colours are not straight Pantone 
switches; they have been manually colour-corrected 
for print production purposes.
Single colour alternative
Logo - Ocean
The logo is to be used when reproduction is limited to 
a single tone, such as:
•   when the logo is reversed out of a solid colour
•  when embossed, debossed or etched to a surface
•  when it is restricted to a single colour job
•   certain embroidery applications, or when applying  
the primary logo is not practical.
Colour
In single colour productions, the logo may only be 
Logo - black and white
represented in Ocean blue, black or white. The Ocean 
blue single colour version of the logo is preferred over 
black. See ‘logo placement’ on page 34 for more details. 

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