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Tasmanian Master Brand Identity

The Tasmanian Master Brand identity, developed as a result of local consultation and rigorous research in our key markets, is derived from the inspiring natural landscapes of Tasmania. Its organic and effortless form reflects the natural qualities of Tasmania, its produce and its services.

The brandmark represents energy, intelligence and confidence. The shape, a stylised map of Tasmania, is an icon becoming recognised by a global audience.

Partners are encouraged to include the logo to identify Tasmania as the place of origin. It can be used in marketing the Partner’s product, either on the product or in associated packaging or as a part of the Partner’s communications such as website or brochures.

Brand Tasmania provides design files in various formats so the logo can be easily incorporated into packaging.  The colour palate provides flexible options for Partners to adapt the colours to suit their own design requirements.

Alternatively Brand Tasmania can supply, free of charge, the logo in varying formats on rolls of small stickers.

Brandmark formats

Master brandmark format

The full-colour horizontal format is the master brandmark and wherever possible this version should be used. This registered Australian trademark can be applied by Partners on good and services across 15 classes. Trademark registrations are pending in China, Japan and the USA.

  • Brandmark – Master brandmark format

International format

In applications where the country of origin also needs to be identified this format can be used.

  • Brandmark – Master brandmark format (international)

Reversed master brandmark format

The full colour brandmark may be reversed out of any colour.

  • Brandmark – Master brandmark format (reversed)

Mono master brandmark formats

These are some examples of the mono version of the horizontal brandmark.

  • Brandmark – Master brandmark format (mono)
  • Brandmark – Master brandmark format (mono, international)

Stacked brandmark formats

The stacked brandmark may be used in place of the master brandmark when space limitations apply. 

  • Brandmark – Stacked format (colour)
  • Brandmark – Stacked format (colour, reverse)
  • Brandmark – Stacked format (mono)
  • Brandmark – Stacked format (mono, reverse)

Quality brandmark formats

The quality brandmark is another option for Partners to use on product packaging.

  • Brandmark – Quality brandmark format (colour)
  • Brandmark – Quality brandmark format (mono)

Brandmarks to identify regions

Various versions of logos are available for use by regional organisations.

  • Brandmark – Regional – Discover Derwent Valley (blue)
  • Brandmark – Regional – Derwent Valley (blue)
  • Brandmark – Regional – Derwent Valley
  • Brandmark – Regional – Discover Derwent Valley

Exclusive use brandmark

The Tasmania Quality Assured logo, which incorporates the stacked brandmark, is used exclusively by members of the Tourism Industry Council of Tasmania. For more information on its use please contact info@tict.com.au.

  • Brandmark – Tasmania Quality Assured – exclusive use by members of TICT

Logo stickers

Brand Tasmania can supply stickers, free of charge, in the following formats for application onto product or product packaging.

Horizontal format

10mm x 25mm

  • Brandmark – Sticker (horizontal, colour)
  • Brandmark – Sticker (horizontal, black)

Vertical format

15mm x 15mm

  • Brandmark – Sticker (vertical, colour)
  • Brandmark – Sticker (vertical, black)

Reasons to use the brandmark

Brand Tasmania manages and promotes the brand on behalf of its Partners and all those who leverage off the Tasmanian brand in their marketing and communications.

Partners are encouraged to use the Tasmanian brandmark for approved situations. The Tasmania logo is used to supplement the Partner’s own logo to highlight the origin of its product or service.

By creating a collaborative framework across our private and public sector networks, we can communicate focussed messages that promote the value of being Tasmanian. The consistency we achieve collectively allows us to communicate most effectively. By encouraging growth and recognition of Tasmania as a source of products, services and experiences of premium value we can amplify competitive advantage for all Partners and Tasmanians.

Examples of the brandmark in use

View examples of how Partners currently apply the brandmark.

Non-commercial use

The Brand Tasmania Council will license use of the Master Brand to non-commercial enterprises (excluding those involved in politics) that seek to become Partners in the following circumstances:

  • Organisations that contribute to the Tasmanian community and play a significant role in the positive perception of the Tasmanian brand.
  • Community events will be licensed to use the identity under the sponsorship of the Brand Tasmania Council Inc., if the event meets the criteria of Tasmanian ownership or administration and aligns with Tasmanian brand values

Revocation of a license to use the brandmark

All users of the brandmark will be licensed by the Brand Tasmania Council Inc. The term of the license is for a period of two years. However the Brand Tasmania Council Inc. reserves the right to revoke the license of any organisation whose actions or words constitute a threat to the Tasmanian brand.

How to obtain the logo

  1. Users of the brandmark must be an approved Partner of Brand Tasmania. Learn more about Partnerships and apply.
  2. Partners need to complete the order form confirming
    • The intended use of the logo
    • A request for digital files or
    • A request for stickers
  3. If the logo is to be printed on packaging, brochure or website a final proof must be submitted to Brand Tasmania.

How to obtain the logo

  1. Users of the brandmark must be an approved Partner of Brand Tasmania. Learn more about Partnerships and apply.
  2. Partners need to complete the order form confirming
    • The intended use of the logo
    • A request for digital files or
    • A request for stickers
  3. If the logo is to be printed on packaging, brochure or website a final proof must be submitted to Brand Tasmania.

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Facts about Tasmania

Tasmania

Tasmania is the southernmost state of Australia, located at latitude 40° south and longitude 144° east and separated from the continent by Bass Strait. It is a group of 334 islands, with the main island being 315 km (180 miles) from west to east and 286 km (175 miles) north to south.

Tasmania

Tasmanians are resourceful and innovative people, committed to a continually expanding export sector. In 2012–13, international exports from the state totalled $3.04 billion. USA, China, Taiwan, India, Japan and other Asian countries account for the bulk of exports, with goods and services also exported to Europe and many other regions.

Geography

Tasmania is similar in size to the Republic of Ireland or Sri Lanka. The Tasmanian islands have a combined coastline of more than 3,000 km.

Geography

The main island has a land area of 62,409 sq km (24,096 sq miles) and the minor islands, taken together, total only 6 per cent of the main island’s land area. The biggest islands are Flinders (1,374 sq km/539 sq miles), King, Cape Barren, Bruny and Macquarie Islands.

Geography

About 250km (150 miles) separates Tasmania’s main island from continental Australia. The Kent Group of Islands, one of the most northerly parts of the state, is only 55km (34 miles) from the coast of the Australian continent.

Climate

Twice named ‘Best Temperate Island in the World’ by international travel magazine Conde Nast Traveler, Tasmania has a mild, temperate maritime climate, with four distinct seasons.

Climate

In summer (December to February) the average maximum temperature is 21° Celsius (70° Fahrenheit). In winter (June to August) the average maximum is 12° C (52° F) and the average minimum is 4° C (40° F). Snow often falls in the highlands, but is rarely experienced in more settled areas.

Annual Rainfall

Tasmania’s west coast is one of the wettest places in the world, but the eastern part of the State lives in a rain-shadow. Hobart, the second-driest capital city in Australia, receives about half as much rain as Sydney.

Annual Rainfall

Annual rainfall in the west is 2,400 mm (95 inches), but hardy locals insist there is no such thing as bad weather, only inadequate clothing. If you travel 120 km east to Hobart, you experience a much drier average of 626 mm (24 inches) a year.

Population

The 512,875-strong community spreads itself across the land; less urbanised than the population of any other Australian state. Hobart, the capital city, is home to more than 212,000 people.

Capital City

Hobart nestles at the foot of kunanyi / Mount Wellington (1,270 m / 4,000 ft) and overlooks the Derwent Estuary, where pods of dolphins and migrating whales are sometimes seen from nearby beaches. Surrounded by thickly forested rolling hills, the city is home to the state parliament and the main campus of the University of Tasmania.

Capital City

Its historic centre features Georgian and Regency buildings from colonial times. Hobart is home port for coastal fishing boats, Antarctic expeditions and vessels that fish the Southern Ocean.

Land Formation

Mountain ranges in the south-west date back 1,000 million years. Ancient sediments were deeply buried, folded and heated under enormous pressure to form schists and glistening white quartzites.

Land Formation

In the south-west and central highlands, dolerite caps many mountains, including Precipitous Bluff and Tasmania’s highest peak, Mt Ossa (1617 m / 5300 ft). More than 42 per cent of Tasmania is World Heritage Area, national park and marine or forest reserves.

Flora

Vegetation is diverse, from alpine heathlands and tall open eucalypt forests to areas of temperate rainforests and moorlands, known as buttongrass plains. Many plants are unique to Tasmania and the ancestors of some species grew on the ancient super-continent, Gondwana, before it broke up 50 million years ago.

Flora

Unique native conifers include slow-growing Huon pines, with one specimen on Mt Read estimated to be up to 10,000 years old. Lomatia tasmanica, commonly known as King’s holly, is a self-cloning shrub that may well be the oldest living organism on earth. It was discovered in 1937.

Fauna

Tasmania is the last refuge of several mammals that once roamed the Australian continent. It is the only place to see a Tasmanian devil or eastern quoll (native cat) in the wild and is the best place to see the spotted-tailed quoll (tiger cat), all carnivorous marsupials.

Fauna

The eastern bettong and the Tasmanian pademelon, both now extinct on the Australian continent, may also be observed.

Fauna

The Tasmanian tiger, or thylacine, was Australia’s largest surviving carnivorous marsupial and is a modern day mystery. The last documented thylacine died in captivity in 1936 and although the animal is considered extinct, unsubstantiated sightings persist.

History and Heritage

Aboriginal people have lived in Tasmania for about 35,000 years, since well before the last Ice Age. They were isolated from the Australian continent about 12,000 years ago, when the seas rose to flood low coastal plains and form Bass Strait.

History and Heritage

Descendants of the original people are part of modern Tasmania’s predominantly Anglo-Celtic population.

History and Heritage

Tasmania was originally named Van Dieman’s Land by the Dutch explorer Abel Janszoon Tasman in 1642. The island was settled by the British as a penal colony in 1803 and the original name was associated with the convict era. It was changed to Tasmania when convict transportation stopped in 1853.

Economy

A resourceful island culture has generated leading-edge niche industries, from production of high-speed catamaran ferries and marine equipment to lightning-protection technology.

Economy

Tasmanians produce winches and windlasses for some of the world’s biggest ocean-going pleasure craft; large-scale inflatable evacuation systems and provide specialist outfit-accommodation services to the marine industry.

Economy

The Wooden Boat Centre at Shipwrights Point has re-established the skills and traditions of another age and attracts students from around the world.

Economy

Tasmania is a world leader in natural turf systems for major sporting arenas and in areas of mining technology and environmental management. Its aquaculture industry has developed ground-breaking fish-feeding technology and new packaging.

Economy

Tasmanians sell communications equipment to many navies and their world-class fine timber designers and craftsmen take orders internationally for furniture made from distinctive local timber.

Economy

The state is a natural larder with clean air, unpolluted water and rich soils inviting the production of 100 varieties of specialty cheeses, as well as other dairy products, mouth-watering rock lobsters, oysters, scallops and abalone, Atlantic salmon, beef, premium beers, leatherwood honey, mineral waters, fine chocolates, fresh berry fruits, apples and crisp vegetables.

Economy

Tasmania is a producer of award-winning cool-climate wines, beers, ciders and whiskies. Other export products include essential oils such as lavender, pharmaceutical products and premium wool sought after in Europe and Asia. Hobart is a vital gateway to the Antarctic and a centre for Southern Ocean and polar research.

Economy

The industries in Tasmania which made the greatest contribution to the State’s gross product in 2010–11 in volume terms were: Manufacturing (9.4%), Health care and social assistance (8.2%), Financial and insurance services (7.2%), Ownership of dwellings and Agriculture, forestry and fishing (each 7.1%).

Getting to Tasmania

Travel is easy, whether by air from Sydney or Melbourne, or by sea, with daily sailings of the twin ferries Spirit of Tasmania 1 and 2 each way between Melbourne and Devonport throughout the year.

This site has been produced by the Brand Tasmania Council © 2014

Brand Tasmania

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