DISCOVER AUCKLAND - TOURISM NZ

Ryan MONTGOMERY

AIM
To design a brand identity and campaign that promotes the personality and experience of Auckland to its International and local visitors to Auckland for Tourism NZ.

BRIEF
Tourism NZ currently has a strong and succesfull branding campaign 100 percent pure NZ targeting the overseas tourism market, promoting New Zealands rich and beatifull scenery. New Zealand has a reputation for being a pure and clean country with diverse and unique landscape. Apart from Queenstown New Zealand towns and cities do not have a huge international tourism recognition Internationally not being the main reason for visiting. Many people come to Auckland as a gateway to New Zealand not staying long. New Zealand cities are ssen as nothing special or different from other cities around the world not having the history and urban culture like many other cities do. Auckland is like any other large city being a business hub, taking the life out of smaller cities and also being a base to stay when arriving to New Zealand before seeing the country . Hamilton is proped up with large farming industry in the Waikato, Wellington has the government. Christchurch is the business hub of the south that is cureently in are building state after the quake and Dunedin is a university town that is fueled by students. So for these reasons I think promoting these cities to rebrand the city in a more possitive manner would be a good incentive for this project communicating the unique characteristic of NZ cities to make visitors want to visit and discover once they arrive. For this design project I intend on creating campaign promoting Auckland this will cover a new identity for Auckland that communicates the current Auckland brand and personality of Auckland, The process will be brandmark design and adverising that will feature in editorial form, bus stop, Flag banner, billboard and wall design taking place around the city and in paticuly the airport in areas were there are large numbers of tourists. Also I am aiming to target people in Auckland that dont often get out much to see the patencial of what there home city has to offer .

Inspiration

Brandmark Concepts

Brandmark Design Stage

Ryan Montgomery

Starting to play and experiment the A logo format. My intentions is to create an I that communicates an idea of structure, overlay, interception and direction because these are the key ideas that relate to Auckland city and what I am trying to communicate. Arrow means Go, do it, making a statement.

Discover Auckland - Tourism NZ

Brandmark Concepts

Brandmark Design

Ryan Montgomery

Discover Auckland - Tourism NZ

Brandmark Refinement - White on Black

Brandmark Design

Ryan Montgomery

Discover Auckland - Tourism NZ

Brandmark Refinement - Black on White

Brandmark Design

Ryan Montgomery

Discover Auckland - Tourism NZ

Brandmark Colour Variations

Brandmark Design

Colour Variations - The colours I have used in this project are colours that I believe best communicate Auckland, various shades of blue and green gradients with limited tones of yellow and red. Why I have chose this limited colour selection in my work is because I am creating an identity that promotes Aucklands beautifull landscape of harbours, beaches and volcanoes, islands and parks. Also these colours are natural, organic and cool reflecting New Zealand in general. Apart from being a colour that reflects the sea the sky Blue is the current colour of Auckland used in many Auckland logos as well as sports teams, green is a colour that associates with nature, the enviroment which I think is hugely important for the overall look and feel of my design, other colours such as Yellow and Yellow have a less important role but still have a place in my work adding a bit of warm and vibrance to my work also reflectinfg yellow communicating the idea of the sun and Red communicating the idea of the pohutakawa flower which is an important symbol of Auckland in the summertime and its beaches. Black and white will also take place.

Ryan Montgomery

Discover Auckland - Tourism NZ

Brandmark Colour Variations

Brandmark Design

Ryan Montgomery

Discover Auckland - Tourism NZ

Brandmark Text and Colour

Brandmark Design

Ryan Montgomery

Discover Auckland - Tourism NZ

Brandmark Alterations

Brandmark Design

This process is experimenting the possibities of my final chosen logo. Altering and testing different sections. i have chosen to keep the original one because it is geomatric, simple and has a good balance of green and blue also I want to keep the Koru.

Ryan Montgomery

Discover Auckland - Tourism NZ

This page will be words that describe Auckland

Discover Auckland - Tourism NZ

Colour gradient testing with logo.

Brandmark Font

Brandmark Design

AUCKLAND
New Athletic M54

Auckland
Helvetica

AUCKLAND

Auckland
Corbel

The quick brown fox jumped over the lazy dog - Corbel

Auckland

The quick brown fox jumped over the lazy. dog - Corbel Bold
The quick brown fox jumped over the lazy dog - Arial

Auckland
Ryan Montgomery Discover Auckland - Tourism NZ

Brandmark Configurations

Brandmark Design

DISCOVER AUCKLAND
DISCOVER

AUCKLAND

DISCOVER AUCKLAND

Discover

Auckland

Discover

Auckland

Discover Auckland

Discover Auckland

Auckland
Ryan Montgomery

Discover

Discover Auckland
Discover Auckland - Tourism NZ

Final Brandmark

Brandmark Design

Ryan Montgomery

Discover Auckland - Tourism NZ

Brandmark Final

Brandmark Final

Ryan Montgomery

Discover Auckland - Tourism NZ

Brandmark Extensions
This page shows detatched sections of my logo that I can use as graphic elements through out my design work.

Brandmark Design

Ryan Montgomery

Discover Auckland - Tourism NZ