The Armstrong Creek Town Centre (ACTC) Visual Branding Guide has been developed to support the key pillars underpinning the ACTC. These are:
Sense of place and community
Local employment and business
Better transport options
Housing choice, diversity and affordability
Accessible, integrated and adaptable community facilities
The ACTC is the commercial and civic heart of the Armstrong Creek growth area and will be developed as an iconic location for people to shop, recreate and access higher order services. Integral to establishing community ownership of the ACTC is the creation of a sense of place that is not dominated by any ownership pattern or commercial activity. Branding is a means of unifying the various uses across the ACTC with a common symbology that resonates with the community, tenants and general users of the ACTC.
Underpinning the ACTC is a series of great places for the people that evoke a sense of civic pride, interest and enjoyment. The buildings and public spaces will provide a variety of experiences, services and facilities for locals to 3 use and enjoy as it facilitates economic, social and cultural development.
The ACTC will provide for prosperous, unique and complementary local business. Opportunities are established for employment throughout the centre. The ACTC Precinct Structure Plan creates opportunities for a mix of commercial, retail and residential uses to establish in the short, medium and long term as the Town Centre evolves. This will create the ACTC as a destination in its own right; a place to shop, work and play. Key sites within the Town Centre will be developed to optimise a mix of uses, playing a key role in the urban structure of the centre.
The ACTC Precinct Structure Plan requires the implementation of the ACTC Visual Branding Policy to deliver the vision for the Precinct.
Environmental Sustainability is a key pillar of both the vision and implementation of the ACTC with the vision of a ‘worldclass, integrated, environmentally sustainable community’ as a key driver of the visual identity development. The strong emphasis on sustainability is reflected in the colour palette and symbolism of the ACTC brand mark.
The Armstrong Creek Town Centre Visual Branding Policy applies to all planning permit applications that seek approval for signage within the ACTC. The ACTC is defined by the land bounded by Surf Coast Highway, Boundary Road, Burvilles Road and Barwarre Road. (refer Figure 1).
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Figure 1 - Armstrong Creek Town Centre Concept plan
The purpose of the ACTC Visual Branding Guide and subsequent Policy is to:
Establish a consistent identity for the ACTC as a new commercial and civic heart of the Armstrong Creek Urban Growth Area (ACUGA); and.
Provide clear guidance in the use and implementation of the Brand Mark across the Precinct.
It is not the purpose of the ACTC Visual Branding Policy to provide explicit controls regarding signage, buildings and works or other components of development already controlled through the Greater Geelong Planning Scheme.
Vision for Armstrong Creek Town Centre
The Armstrong Creek Town Centre will be the civic, commercial and social heart of the Armstrong Creek Urban Growth Area. It will be a sustainable, pedestrianised and vibrant transit oriented place which encourages people to shop, live, work and play. The Town Centre will be an attractive place, creating a destination for Armstrong Creek residents and visitors.
The ACTC Brand Mark was developed following consultation with all landowners and relevant stakeholders relating to their vision and aspirations for the Town Centre, and is reflective of the local environment of Armstrong Creek and the sustainability principles unpinning the vision of the ACTC.
The brand mark or logo references four key identifying aspects of the ACTC. These include the natural environment and sustainability; a pedestrianised, interconnected community; a community hub; and the letter ‘a’.
A curled red-gum leaf is a natural expression of the local indigenous environment. It represents both the environment and the broader concept of sustainability. It provides a leaf vein texture that represents a pedestrianised and interconnected community. The texture also symbolises ‘social fabric’. The leaf shape resembles a lowercase ‘a’, which may be identified with ‘Armstrong’.
This symbolism promotes brand recognition for the ACTC.
The implementation of the Brand Mark may take various different forms including signage, marketing material, public / private art and other innovative components of place making.
The typeface will be described in more detail in the following pages. It has been selected for its qualities as a soft and friendly, humanist sans-serif font. Represented in uppercase, this typeface is noticeable, yet approachable.
A palette of neutral tones represents the natural environment. Green signifies balance and harmony and is often used to depict nature and hope. A deep plum provides an earthy contrast, and a light sandy tone reminiscent of the creek bank balances both of the deeper tones.
Accessing the ACTC brand mark
Please contact the City of Greater Geelong, Communication and Marketing Unit to request access to the ACTC Brand Mark files. Telephone: 5272 5272.
Priority Visual Identity Precincts
The ACTC is approximately 96 hectares in size and will have a diverse array of land uses and ultimate built form. Based on this diversity it’s important to identify the heart of the ACTC via appropriate use, scale and implementation of the ACTC Brand Mark.
To guide the use of the Brand Mark and maintain a strong community association with the location, three Priority Visual Identify Precincts’ have been established to prioritise the Brand Marks use within the central Main Street / High Street commercial and civic area of the ACTC and then progressively lessen its use within the surrounding Precincts. Refer to Figure 2 Priority Visual Identify Precincts’.
The three Priority Visual Identity Precincts have been categorised as:
Primary Visual Identity Precincts 1 and 2
The Primary Visual Identity Precinct should reflect large scale signage and branding identification that reflects a strong sense of place in the heart of the Armstrong Creek Town Centre.
Secondary Visual Identity Precincts 3 and 4
The Secondary Visual Identity Precinct should reflect small scale complementary visual branding that focuses around way-finding and directional signage and should not dominate the public and private realm.
Discretionary Visual Identity Precinct 5
The Discretionary Visual identity Precinct should not include any significant use of the ACTC Brand Mark. However a limited number of discretionary sites may be appropriate for use of the Brand Mark such as Way Finding Signage.
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Figure 2: Primary, Secondary and Discretionary Precincts
Armstrong Creek Town Centre Visual Branding Policy
The implementation of any signage and visual branding within the Armstrong Creek Town Centre, must be consistent with the following policy requirements;
All signage within the ACTC is to be in accordance with the specific provisions of the Greater Geelong Planning Scheme, together with the ACTC Planning and Design Guidelines contained with the ACTC Precinct Structure Plan
Signage must be consistent with the ACTC Style Guide included as Appendix 1 to this document.
Any signage associated with visual branding of buildings and public realm must utilise the Armstrong Creek Town Centre Brand Mark and its specifications as identified in Appendix 1 to this document.
The Armstrong Creek Town Centre Brand Mark must be the dominant logo on any large scale built form or free standing signage.
The Armstrong Creek Town Centre must be the lead brand, in a venture or relationship. The ACTC Brand Mark must have greater prominence over other brands. This is achieved by placing the ACTC brand mark separately from other brands and making the ACTC brand mark larger in size.
Visual Branding must be used at a scale and use reflective of the intent of the Priority Visual Identity Precincts.
Developers are encouraged to use innovative ways within the Primary Visual Identity Precincts 1 and 2 to incorporate the Armstrong Creek Town Centre Brand Mark within signage, public art and the public realm to reinforce the image and character of the Town Centre.
Multi-tenanted buildings should submit a signage guide with their application to avoid visual clutter and dominance of the streetscape.
A single entry sign must be delivered at the Surfcoast Hwy / Main Street entry point to the Armstrong Creek Town Centre incorporating the ACTC Brand Mark. Refer to figure 3.
Any signage must not visually dominate the streetscape, or visually clutter views from the public realm or streetscape.
The town square must not be developed with visually dominant private and / or public signage.
Avoid elevations that are clad in a single sign / branding material where they are visible from the public realm.
Business identification signage must be integrated with architectural built form and not protrude above or beyond building facades.
Signs must be proportional to the size and scale of the building or premises on which they are to be erected and be sympathetic to design and view lines of adjoining buildings.
Signage attached to buildings should not obscure architectural features and supporting structures should not be obtrusive when viewed from public areas.