1 STADIUM AUSTRALIA BRAND GUIDELINES · PDF file12 stadium australia brand guidelines 13 stadium australia brand guidelines words we live by fan friendly brave captivating fan friendly

STADIUM AUSTRALIA BRAND GUIDELINES 1

FEBRUARY 2014

STADIUMAUSTRALIA

BRANDGUIDELINES

STADIUM AUSTRALIA BRAND GUIDELINES STADIUM AUSTRALIA BRAND GUIDELINES 8 9

WE CREATE EVENTS HISTORY REMEMBERS. WE ARE AUSTRALIA’S HOME GROUND.

STADIUM AUSTRALIA BRAND GUIDELINES 13STADIUM AUSTRALIA BRAND GUIDELINES 12

WORDS WE LIVE BY

FAN FRIENDLY BRAVE CAPTIVATING

Fan friendly means we’re down to earth, approachable and inclusive. We invest in technology, logistics, accessibility, design and security to make sure everyone feels welcome and can enjoy the experience of an event at Stadium Australia.

We’re driven by a passion to inspire and create lasting memories in the minds of our fans and partners. Sometimes that means having the courage to do things differently, to break new ground and create something more spectacular than ever before. Being brave means we’re ready to overcome any challenge.

Stadium Australia delivers world-class entertainment experiences that take the nation’s breath away. Edge-of-your-seat experiences that turn into unforgettable memories. Which gives fans the greatest souvenir of all, knowing when history was made, “I was there.”

WORDS THAT DEFINE OUR CHARACTER


WHAT WE’RE MADEOF

THE STADIUM

GOVERNMENT PARTNERS

SYDNEY OLYMPICPARK AUTHORITY

MEDIA

OUR STAFF

OUR BRAND AMBASSADORS

CORPORATE AND SPORTING PARTNERS

A visit to the Stadium is the main way our audience encounters our brand. So every detail demands consideration. Transportation, the approach through our grounds, ticket collection, toilets, signage, video screens, advertising, seating, catering. It all adds to the impression we create in our customers’ minds.

Stadium Australia enjoys a close partnership with the NSW State Government and Destination NSW. This collaborative relationship is mutually beneficial, as government support assists making our events a success, which in turn helps promote

NSW as a tourist destination. Stadium Australia also has close ties to State Rail and the NSW Police and Ambulance. This relationship helps us maintain our high standards for event logistics, safety and security.

Stadium Australia is situated within Sydney Olympic Park. We work closely with the Sydney Olympic Park Authority in order to create a complementary brand experience for all our guests. This relationship helps to enhance the excellent reputation of both brands.

We maintain a positive and open relationship with all our media partners. It’s a simple way to ensure our brand is always presented in the best possible light.

Any customer encounter with our staff is also an encounter with our brand. As an equal-opportunity employer, our staff come from diverse backgrounds and so we’re proud to say they represent a real cross section of Australian society. We invest in appropriate training to ensure all staff are efficient, friendly and professional in order to make a great impression.

Brand Ambassadors add another dimension to our brand. We aspire to align with prominent faces and emerging stars that reflect our values, in order to co-create meaningful brand experiences. These figures will be selected from the different sports played at Stadium Australia.

The Stadium Australia brand works in harmony with the sporting and entertainment brands we host. For each event we create an environment where the event brand (or brands) can shine with the unrivalled support of the Stadium Australia team.

THE ELEMENTS THAT MAKE UP OUR BRAND


WHAT WE SOUND LIKE

BE CLEAR MIX THINGS UP BE RUTHLESS

KEEP ACTIVE LOOK TWICE

Fans visiting Stadium Australia experience extremes of emotion. This exhilaration is something we want to convey in our brand voice. Especially in headlines.

But like a real person our voice has range, this can be heard in our body copy. Its character stems from our key principles: brave, fan friendly and captivating. And although our voice has the confidence and energy of being a national icon, it’s not overbearing. We leave plenty of space for the brands we host to shine as well.

Here’s some helpful tactics to get you started.

We’re speaking to a wide audience so keep the language simple. Don’t use long words when a short one will do. And remember, Stadium Australia events are exciting as they are. You don’t need to oversell them. Go light on the adjectives and they’ll make more of an impression.

Short sentences pack a punch. So use them. But don’t overuse them. Because any repeated sentence rhythm ends up becoming monotonous.

When you’re writing, try to be aware that Any words that you don’t need to have in your work are just slowing down your communication. So don’t be afraid to bring out the red pen and get rid of them.

Use active voice to add energy to your work. For example: “Angus Young whipped the crowd into a frenzy”. Not “The crowd was whipped into a frenzy by Angus Young.”

When you’re done, have a look back over your work and ask yourself, “Is this clear?” And “Is it exciting?” If not, roll up your sleeves and sharpen it up.

OUR VOICE IS ENERGETIC, FEARLESS, HUMAN.


PHOTOGRAPHYThe Stadium’s photography plays an important role in its culture and event experience. In order to help represent and showcase the Stadium’s experiences publicly, we recommend using the styles in this brief to photograph the exciting experiences on offer at the Stadium.

In Addition, this will allow the Stadium to deliver a consistent photographic style for each event.

1. ENTERTAINING AND LIVELY

Look for opportunities to showcase the Stadium’s atmosphere and energy in interesting and dynamic ways.

2. SHOW EMOTION

Look for candid opportunities that allow you to capture the emotion of the moment.

3. USE SHORT DEPTH OF FIELD

Use extreme short depths of field to create a single focal point on images.

4. FAN FRIENDLY AND FUN

Find photo opportunities that demonstrate the Stadium as a Fan Friendly place for families and their kids as well as everyday sporting enthusiasts.

5. USE UNIQUE PHOTOGRAPHIC STYLES

Feel free to explore unique styles, lenses and filters that could paint the Stadium in a unique way or help articulate the great experience. Think wide angle lenses or tilt-shift.

6. CONNECT FANS WITH PLAYERS AND ENTERTAINERS

Get up close with players and fans, showcasing the personal and close connection during events.

7. FIND UNIQUE PLACES TO PHOTOGRAPH FROM

Explore the stadium and its accessible locations to find interesting points that could be used to shoot events in interesting angles. Think the gantry

walk, Stadium roof, tunnels or vantage points.

8. CONSIDER LANDSCAPE Particularly for the web, landscape photo shots are crucial to allow for copy or messages to be placed alongside focal points.

8.

1.

5.

2.

6.

7.

4.3.


MEET OUR PARTNER

STADIUM NAMING RIGHTS

This version of the logo mark will be most visible to Australians and the media. It expresses a harmonic duo of brands, coming together to shape Australia’s home ground.


HORIZONTAL LOGOFor the brand to communicate clearly and powerfully, it’s essential the ANZ Stadium Brandmark is applied correctly and consistently.

Both wordmark and Symbol are depicted in ANZ Stadium Ocean Blue and the wordmark uses Myriad Pro for the typeface of the word ‘Stadium’ which represents the ANZ brand. The tagline uses Proxima Nova Extra Condensed Bold Italic. The use of both brands’ typographic elements represent the strong partnership between each.

They are set within specific proportions and relationships. The wordmark and Symbol must never be recreated in any way by either manual or electronic methods. Please ensure you only use master logo files.

WITH TAGLINE REVERSE WITH TAGLINEWITHOUT TAGLINE REVERSE WITHOUT TAGLINE

REVERSE LOGOIn many applications, including signage and collateral, the Brandmark must appear on a Deep Current background. Where this occurs, the logotype appears in white and the Symbol is reproduced in ANZ Stadium Ocean Blue, as illustrated. This is the preferred application of theBrandmark as it helps to distinguish the Symbol.


BLACK AND WHITE USAGEWherever possible, the full colour version of the Brandmark should be used. However, where the use of the preferred full colour Brandmark is neither possible nor suitable due to specific restrictions on cost, sponsorship or manufacturing methods, the black or white version can be used. When subtle identification is required, the Brandmark or the Symbol may be reproduced as a blind deboss or a varnish.

Use the A in the ANZ logo as a guide for correct spacing.

Use the A in the ANZ logo as a guide for correct spacing.

BLACK VERSION

BLACK VERSION - NO TAGLINE

WHITE ON BLACK VERSION

WHITE ON BLACK VERSION - NO TAGLINE

MINIMUM CLEAR SPACE & ALIGNMENTWhen using any of the Brandmarks, a clear space area guarding against the encroachment of typography, illustrations or any other graphic element must be maintained. In the vertical format, the Brandmark should always be centred through the Symbol and not through the full width of the Brandmark. There are some applications where the clear space rule is by necessity different, for example in signage and online applications. Unless you are dealing with a specialised application with its own guidelines, the clear space shown here must be adhered to.

The preferred position of the Brandmark in any format is aligned right on any item it is being applied to. If circumstances do not allow this, the Brandmark may be aligned differently as long as clear space guidelines are adhered to.


MINIMUM SIZEThe sizes indicated at right are the smallest at which the brandmark may be used. Different sizes are provided for print and online uses to account for the appearance of graphics when displayed as pixels on screen. Using the brandmark at sizes smaller than those indicated will result in a loss of legibility and presence.

45MM

30MM 85px

180px

VARYING BACKGROUNDSLock-up remains in colour on coloured backgrounds. Ensuring a consistent brandmark.

WITH TAGLINE FOR PRINT

WITHOUT TAGLINE FOR PRINT

WITH TAGLINE FOR ONLINE USAGE

WITHOUT TAGLINE FOR ONLINE USAGE

BRAND COLOUR BACKGROUND

DARK PHOTO BACKGROUND

DARK COLOUR BACKGROUND

LIGHT PHOTO BACKGROUND

WHITE BACKGROUND

BLACK & WHITE


ONLINE USAGEThis version of the logo mark is for use in digital applications ONLY. Note, this brandmark has a unique style for online use compared to its flat appearance in print.

WITH TAGLINE REVERSE WITH TAGLINEWITHOUT TAGLINE REVERSE WITHOUT TAGLINE

REVERSED ONLINE USAGEThis version of the logo mark is for use in digital applications ONLY. Note, this brandmark has a unique style for online use compared to its flat appearance in print.

In many applications, including signage and collateral, it is recommended that the Brandmark appears on a Deep Current background. Where this occurs, the logotype appears in white and the Symbol is reproduced in ANZ Stadium Ocean Blue, as illustrated. This is the preferred application of the Brandmark as it helps to distinguish the Symbol.


COLOUR PALETTE

PRIMARY PALETTE SECONDARY PALETTE

ANZ OCEAN BLUEPANTONE HEXACHROME CYANC100 M9 Y2 K0

DEEP CURRENTPANTONE 302 CC100 M43 Y12 K56

BLACKC75 M68 Y67 K90

R0 G125 B186HTML 007DBA

R0 G65 B101HTML 004165

R224 G239 B96 HTML E0EF60

R0 G0 B0HTML 000000

The naming rights primary palette for ANZ Stadium brings the ANZ Bank’s primary colour palette to the forefront, instead using the Stadium’s Field Green as a complimentary colour.

FIELD GREENPANTONE 379 CC14 M0 Y74 K0

THE DIAGONAL LINEThe diagonal is not just a one-off but an essential element of our design language. It allows for positioning of body copy as well as giving headlines a space to contrast against. It stands for dynamic forward movement. Headlines but not body copy can run into or out of the space. It should always be set in the dark blue hue.

PORTRAIT AND LANDSCAPE DIAGONAL LINE

The diagonal can be used in portrait or landscape orientation.

258O

3O


MAGAZINELAYOUTFRONT COVER

The masthead has been set using Proxima Nova Condensed Extra Bold Italic to maintain the Stadium’s brand.

More creative freedom has been allowed for the creation of the magazine front cover in order to allow for content within the magazine to be featured on it. When designing a cover, consider:

- How the Diagonal Line can be used to create dynamism- Use the Field Green for titles sparingly, potentially using it to focus on one feature- Copy over photography is acceptable, however be conscious of how legiable content is- Consider using photography that can be overlapped on the magazine title.

STADIUM ORIGIN

THE GREAT

BLUE SEAPicture: Dan Himbrechts

LAURIE Daley will move his NSW Blues squad into Sydney Olympic Park a week

out from the crucial Origin II at ANZ Stadium as he explores every avenue to close the gap on the marauding Maroons.

After gathering a core group of current Blues, past players and influential supporters at ANZ Stadium in mid-January to kick-start the NSW campaign, Daley revealed his squad would eat, sleep and train in the precinct that has become the Blues’ spiritual home in the geographical heart of Sydney.

“For the Sydney game we will be at ANZ Stadium because of the facilities which the

Sydney Olympic Park precinct offers but, more importantly, because it is our home,” Daley said.

Sydney Olympic Park was a sea of blue last year as more than 164,000 fans attended the two State of Origin games at ANZ Stadium, and tickets are moving fast for Game II of this year’s series on Wednesday 18 June.

It’s clear that State of Origin is now one of world sport’s greatest rivalries, and fans are intrigued by the battle: the gallant underdog Blues trying to knock the Maroons off their Origin pedestal.

Depending on the result of Origin I in Brisbane, the Blues will be playing to either clinch the series two-nil or stay alive in it and turn game three – also in Brisbane – into a decider. The last four Origins played at ANZ Stadium have each attracted crowds of over

80,000 – and the Blues have won three of them. Last year, Origin I drew 80,380 as NSW took the lead in the series with a 14-6 win.

The Maroons won Game II 26-6 in Brisbane to set up a decider at ANZ Stadium – and didn't NSW fans respond!

The biggest Origin crowd since the capacity of the famous venue was reconfigured in the wake of the 2000 Olympic Games – 83,813 – packed in for a classic encounter between the two great rivals.

Despite this enormous Blues support, Queensland managed to hang on to win 12-10 and stretch their incredible record of series wins to eight.

Before this run began, the most Origin series won in a row by either State was three.

So why do the Blues fans continue to rally behind their team?

The obvious reason is that State of Origin football itself has grown to become an enormous sporting event, and the fans love the incredible atmosphere that is generated by a full house at ANZ Stadium – the vast majority of them proudly wearing Blue.

The Blues have a proud record at home playing in front of their passionate fans. This will be the 16th straight year NSW have played there, and they have a proud record at home. The Blues have played 21 Origins at ANZ Stadium, for 14 wins, six losses and one draw. The final reason is that, while the Blues have experienced a lot of heartbreak during this amazing run of series wins by Queensland, they are desperately close to turning it around. Who wouldn't want to be able to say they were a part of it – whether as a player, coach or supporter – when the Blues

finally triumph? The soaring Blues support is also helping the team’s campaign. Just ask coach Daley, who had his first series in charge last year and is backing up again this year. Daley played in 23 Origin matches, from 1989-1999. He knew what it was like to have

a huge crowd on your side as a player and now he knows what it is like as a coach.

"Playing at home should always be an advantage for a team, but it becomes an even bigger advantage when you've got supporters who are as passionate as Blues fans are," Daley says. "They don't come to

Origin games just to sit back and watch – they come to support their team as loudly and as passionately as they can. It means an awful lot to them, just like it means a huge amount to us as players and coaches.

"I know from my own experience as a player, and from seeing the effect on the NSW players I coached last year, that it helps lift you through the most difficult times in games.

"It helps keep you in the battle."The momentum will swing eventually at

Origin level. NSW are going to break the drought at some stage, and if you are at ANZ Stadium for Origin II this year, just maybe you will be able to proudly say you were a part of that long overdue turnaround.*Greg Prichard is a former Sydney Morning Herald journalist now working across multiple media platforms.

Greg Prichard

'ANZ Stadium is our home'

State of OriginWednesday 18 June

Member bookings close – 2 May See pages 20-21 for Member dining options and paying guest prices

8 9

STADIUM RUGBY

Bledisloe Cup Saturday 16 August

Member bookings close 4 July.See pages 20-21 for Member dining options and paying guest prices.

Picture: Dan Himbrechts

GREATESTIZZY OUR

YOU can almost see the lump of embarrassment rise in his throat as you

suggest to Israel Folau that he may very well be our finest footballing athlete.

“I try not to get carried away when I hear that. I feel like I’m blessed, and I’m enjoying what I’m doing, and trying to give something back at the same time, particularly to young kids and younger footballers who are coming through,” he says. “There are times when I sit down and think about it and shake my head at what I’ve been able to do. It feels surreal. Once I hang the boots up is when it will all sink it. Hopefully I can achieve more of my goals as the years go on.”

But moving past the softly-spoken 24-year-old’s humility, it’s difficult to argue with facts.

Ninety-one NRL games, eight State of Origins, eight times representing Australia . . . then learns a foreign game, changes his physique to adapt, and plays AFL.

Then, again altering his body type to conform, plays rugby union, and in his first season becomes a Wallaby.

Folau is an ANZ Stadium ambassador, a good choice considering his exploits on the ground. The league winger-come centre, AFL full-forward, union winger-come-fullback, has played NRL grand finals, State of Origins, AFL derbies, rugby Tests and a Super Rugby game at Sydney’s Olympic venue.

“Again, when I retire, it’s something I can look back on and be very proud of,” he says.

He admits it seems an eternity since he

debuted with the Melbourne Storm as a 17-year-old in 2007. He scored a try that day, the beginning of a trend, and that season would be part of a premiership win.

“I have some fond memories of my time in Melbourne, but it’s been a huge roller coaster ride since I left. When I was a kid all I wanted to do was one day represent Queensland and play league for Australia. I was lucky enough to do that in my first couple of years in Melbourne. To think about what has happened since, to play different codes and now . . . I’m representing Australia with the Wallabies. You can see why it’s a bit surreal.”

When Folau made the decision to end his AFL career, few were shocked. To do what he had done was remarkable all things considered, but the game didn’t suit him. Most expected a return to the NRL, hence more surprise when in December 2012 he signed with the Waratahs.

But what happened over the ensuing 12 months stunned even the man himself.

“Moving from AFL to rugby was a tough transition and for me, physically, in particular. I had to lose a lot of weight and size to play AFL and then put that weight back on. It was tough. I was always confident I could perform well in rugby. I put in the hard work from the moment I joined the Waratahs, and while it wasn’t an easy transition learning the technical side of the game, throughout the year I got more confident each week. I still have so much more to learn . . . but I didn’t dream I’d have the year I had.”

When Folau debuted for Australia in league in 2007, he scored two tries. When he played his first Origin game in 2008 – at ANZ Stadium – he scored for the Maroons.

On debut for the Waratahs, he scored

Michael Cowley

EXCLUSIVE

It’s exciting that I feel I still have a lot to improve on.against the Queensland Reds. When the opening Test against the British Lions arrived in June, Folau became the 867th Wallaby. Not surprisingly, he scored – twice.

By year’s end he had moved from wing to fullback, played 15 Tests and scored 10 tries.

Good, but not enough for Folau, who says one of his attributes is that he never gets comfortable. “It’s exciting that I feel I still have a lot to improve on. I think I’ve got a fair way to get to where I believe I can be. I’ve only played one season . . . only 15 Tests.

”I’m only just starting to get my groove on now, and that’s part of the reason why I signed on for another two years in rugby. The World Cup was another carrot dangling. You always want to be a part of those big events.”

ANZ Stadium has been the scene of numerous highlights, notably Origin victories and NRL finals, but having lost there to the Lions and the All Blacks, Folau hopes his rugby record improves in 2014.

The Waratahs hosted the Queensland Reds on 1 March and will play the ACT Brumbies on 28 June at ANZ Stadium, then the big one Folau hopes to be a part of, the Wallabies against the All Blacks on Saturday 16 August.

“So many of the highlights of my career have happened at ANZ Stadium, and I’ve also had some disappointing moments there too. I’m yet to have a good rugby Test result there, so maybe that can change this year.

“You always want to play against the best, and right now that’s the All Blacks. But that’s a long way off. All I’m worrying about at the moment is getting better each week.” Let's go Waratahs: Page 25 *Michael Cowley is a former Sydney Morning Herald sportswriter now working across multiple media platforms.

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PEOPLE, PARTIES, FUN & GLAMOUR WITH TIFF & CHLOE

JESS & RICKY MAKE GRAND FINAL OF THE MOST BEAUTIFUL PEOPLE

ERIN'S A ROSE AMONG FOOTY SHOW THORNS

IT'S THE BUDDY & JESINTA SHOW

FANS, FIREWORKS & FUN AT THE T20 PARTY

Tiffany Hunter is Marketing Manager & Chloe Xuereb is Graphic Designer at ANZ Stadium

The View

TALKING of lead singers who are in great shape, we couldn’t decide who was the better looking on NRL Grand Final night – beautiful Jess Mauboy or equally drop-dead Ricky Martin.

Either way, it was an inspired decision to team up this genetically advantaged pair as they truly delivered on the night and pumped up the crowd before a classic NRL decider unfolded.

The other great thing about Jess and Ricky is how down to earth they both are.

They were happy to be part of Grand Final day and clearly enjoyed working with one another.

OK, we're going to give best on ground to Ricky. Yummo.

SHE dreamed of a future in Olympic gymnastics and owning a horse farm, but today she’s one of Australian sport’s strongest female

voices. And for Nine Network news and sports presenter Erin Molan, “it’s a complete privilege.”

“I was a gymnast for 10 years and dreamed of the Olympics but I’ve always loved sport and news. Mum’s even got videos of me at home when I was eight-years-old acting like I was a news anchor,” shared Erin, who got her break in her hometown of Canberra at local television show Channelvision.

Now, Erin is a highly sought-after TV personality and rugby league critic, best known for her work on The Footy Show, Sunday Footy Show, Nine News and weekly columns on NRL.com. But her love wasn’t always rugby league.

“Growing up my mum and dad followed AFL, then as I got older I began to follow rugby union as my boyfriend at the time was playing it. I only started to follow rugby league when I moved back to Canberra at 21. I saw how exciting the game was, fell in love with the Raiders and got really into it. I didn’t grow up with it and had no reason to follow the sport. It was a choice and for me I think that makes your passion for something more special,” Erin said.

Erin is a seasoned journalist and has worked in print, radio and television for almost 10 years. She is the only female panellist on The Footy Show, holding her own among sporting greats like Paul Vautin, Michael Slater, Darryl Brohman and Wally Lewis.

“I’m in a very privileged position to be working with legends of Australian sport. I look to my left and there’s Fatty and Joey Johns, then I look to my right and there’s Slats and Gorden Tallis. I have to pinch myself,” Erin said.

SYDNEY Swans fans have much to thank Jesinta Campbell for, with the vivacious former Miss Universe Australia one of the main reasons superstar Buddy Franklin agreed to move to Sydney.

Buddy inked a nine-year $10 million deal with the Swans after leaving premiership team Hawthorn – the team he will line up against at ANZ Stadium on Friday 9 May. He’ll play his first home game for the Swans against Collingwood at ANZ Stadium on Saturday 29 March.

Jesinta, 22, will make a glamorous addition to the Swans’ WAGS list. The pair confirmed their romance in the wake of the 2013 AFL season. Jesinta lives in Sydney after growing up on the Gold Coast and has carved a career in the media world while also juggling modelling, charity and ambassador roles.

We like her own description of her journey on her Twitter profile: “An ordinary girl living an extraordinary life.” Indeed you are, Jesinta.

WHEN did dressing up in cooky costumes become mandatory for a night at the cricket? Beats us, but it sure has added to the party. And that is surely what T20 cricket is now.

On a balmy summer’s night at ANZ Stadium, fireworks, trampolinists, breakdancers and jets of green flames were interrupted by outbreaks of international cricket.

Sure, there was a 26-run final over, classic catches and enough bombs into the stands to have fans conscious of the need to have at least one caching hand available at all times. (ie: Beer in the right, pie in the left can be awkward if a George Bailey six is raining down.)

But it was quite a party for 48,762 fans, and most were happy with the result of the cricket.

FANS continue to rave about Bon Jovi’s outdoor Sydney show on 14 December – and it seems the band itself agrees that it

was one spectacular gig.In the wake of their 102-concert world tour, Bon Jovi rated the

balmy Saturday night at ANZ Stadium in the lead-up to Christmas as their “best outdoor show” of the trip.

Claiming “it all just came together” in Sydney, Jon Bon Jovi said he still got a buzz from hearing 70,000 fans singing Livin’ On A Prayer as the band brought their show to an end.

Bon Jovi’s Because We Can Tour started in a blizzard in Connecticut, so it was no surprise that Jon and the boys enjoyed their Sydney summer stopover.

The New Jersey-based band’s world tour grossed $US259.5 million, topping Pollstar's annual top 20 list and setting a record for the band itself.

Not that they didn’t have a few expenses along the way. EG: one whopper of a stage.

And did you check him out? Take it from us; Jon is still in great shape for a Jersey boy who

is, let’s just say, a tad on the mature side.

SYDNEY WOWS

BON JOVI

12 13

STADIUM AFL

THE BUDDY FACTOR

Sydney Swans v CollingwoodSaturday 29 MarchMember bookings close 28 March. Sydney Swans v HawthornFriday 9 May Member bookings close noon 9 May. See pages 20-21 for Member dining options and paying guest prices.

Lance FranklinAge: 27Born: Perth, WAHeight: 196cm Weight: 103kgForward. No: 232005-2013 Hawthorn: 182 games, 580 goals2014 Sydney SwansNickname: Buddy (name given to him by an Aboriginal tribal elder)

MARK down Saturday 29 March as a pretty special date for the Sydney Swans. That’s the night we play our opening home game of the 2014 season against old rivals Collingwood

at ANZ Stadium – and the first home game for one Lance “Buddy” Franklin.Not surprisingly, Buddy’s arrival at the Swans has been a hot topic, and the sight of his

imposing 6’ 6” frame in the famous red and white will continue to create plenty of excitement for the fans and everyone associated with the club.

We all know Lance Franklin is a huge figure in our sport. For him to want to come to the Swans on a long-term deal speaks volumes for the club and its future. We were fortunate that Lance is good friends with Adam Goodes (picture right), who he has played with in Indigenous teams. From a marketing perspective, he will certainly raise the profile of the Swans in Sydney, the most competitive football market in the country. What's even more important is what this talented player will do for us on the field.

The Swans are in good shape with a strong core group of players and with a host of extremely promising young players coming through the ranks. We felt we were not that far away last year after making it through to a Preliminary Final. However, we know that if we are going to take the next step and match it with the likes of Fremantle, Hawthorn and Geelong, we are going to need to keep improving.

I believe that if we can have a fit and firing Lance Franklin out on the field, we can be a really competitive side for the next few years and hopefully bring more premierships home to Sydney.

Certainly, it hasn’t taken long for Buddy to earn the respect of the Swans playing group.He joined the squad two weeks earlier than was required just so he could train with and get

to know the younger blokes in our squad. He’s also spoken up at our team meetings and given us great insight into our opposition and how his old club Hawthorn will play us. His knowledge of the game is excellent. But, of course, it’s not all about our new star recruit. The entire squad has been focused on being as well prepared as possible for the 2014 season.

From a player’s point of view, the pre-season has been torturous as we prepare for a year of football that will be even more aerobically challenging given there’s a new cap on interchanges.

A few of the younger guys have definitely caught the eye in the pre-season. I’ve been particularly impressed with Harry Cunningham, a 20-year-old from Wagga who made the most of his opportunities last September when he kicked two goals in both the semi-final win over Carlton and the club’s preliminary final loss to Fremantle.

My younger brother Brandon is another who has stepped up again. The young guys have been so impressive that I think there could be a few selection surprises early in 2014.

And what a couple of big games we have coming up at ANZ Stadium. A huge Round 2 clash with the ‘Pies, and with Collingwood boasting a very strong record at ANZ, and then another blockbuster against premiers Hawthorn on Friday 9 May.

Buddy up against his old club – the marketers and the media will have some fun with that.We’re back again at ANZ Stadium in Round 23, against the Richmond Tigers, and – all going

well – for the finals. Enjoy the season. You can be sure we’ll be giving it our all.

EXCLUSIVE by Kieren Jack Sydney Swans co-captain

WHY THE SWANS HAVE HIGH HOPES IN 2014

'HE WILL CERTAINLY RAISE THE PROFILE OF THE SWANS IN SYDNEY: THE MOST COMPETITIVE FOOTBALL MARKET IN THE COUNTRY.'

YOU BUDDY BEAUTY

1514 15

INTERNAL SPREADS

For internal spreads, ensure you have a consistent grid and framework for your creative, but don’t be afraid to use call outs to break the grid, or deep-etched photography within copy blocks to bring visual context.

You should also consider how angled elements can be used to create dynamism within the layout.


TICKETSZONES BOXES DININGMEMBERS

AISLE ROW SEAT AISLE ROW SEAT

ANZ Stadium has developed a colour palette for each product and service, this palette provides greater flexibility and visual diversity required for the range of collateral of the Stadium. The ticket visuals also include a background image of the Stadium.

The diagonal line features prominently and houses the sub brand logos, only on the ticket designs should the diagonal line appear without the mother brand colours.

The tickets have two types of printing process CMYK and Thermal printing, please ensure the correct artwork procedure is followed when applying design treatment. Both the CMYK and Thermal tickets have been designed to look as visually similar as possible to maintain consistency between each.

FIELD GREENPANTONE 379 CC14 M0 Y74 K0

ANZ OCEAN BLUEPANTONE PROCESS CYAN CC100 M9 Y2 K0

BLACKC75 M68 Y67 K90

TICKET FRONT PAGEFinished Size: 3”x 6.5” (.5” Binding w/ 1” stub) - .0625” Full Form Bleed

GATE LEVEL SUITE

TRANS:

DATE:

PAX:

SEAT:

BRITISH AMERICAN TOBACCO AUSTRALASIA

WELCOMES YOU TO

ANZ STADIUMSYDNEY OLYMPIC PARK

TICKET INCLUDES PUBLIC TRANSPORT. CONDITIONS APPLY.

C 3 3012

44865 ESAS_21AUG2011 110821 3858

THE CASTROL EDGE RUGBY CHAMPIONSHIP

SOUTH SYDNEY RABBITOHS v

ST GEORGE ILLAWARRA DRAGONS

MON 18 MAR 2013 7.00PM

AISLE ROW SEAT

CENTRELINE SEATS - CMYK CENTRELINE SEATS - THERMAL

VANTAGE SUITES - CMYK VANTAGE SUITES - THERMAL


METALIC SILVERPANTONE 877 C

DEEP CURRENTPANTONE 877 C


TICKET FRONT PAGEFinished Size: 3”x 6.5” (.5” Binding w/ 1” stub) - .0625” Full Form Bleed

TRANS:

DATE:

PAX:

SEAT:

WELCOME TO

ANZ STADIUMSYDNEY OLYMPIC PARK

TICKET INCLUDES PUBLIC TRANSPORT. CONDITIONS APPLY.

44865 ESAS_21AUG2011 110821 3858

THE CASTROL EDGE RUGBY CHAMPIONSHIP

SOUTH SYDNEY RABBITOHS v

ST GEORGE ILLAWARRA DRAGONS

MON 18 MAR 2013 7.00PM

AISLE ROW SEAT

132 30 24

GATE

CLEVEL

2


MEMBERSHIP CARDSGOLD MEMBERSHIP CARD PLATINUM MEMBERSHIP CARDMembership cards have been created

for both Gold and Platinum levels of membership. They utilise the Proxima Nova typeface family to establish the Stadium brand.

Where possible metallic inks should be used, however alternate CMYK breakdowns have been created to best represent a rich gold and silver appearance.

METALIC SILVERPANTONE 877 C

METALIC GOLDPANTONE 871 C

4 COLOURC15 M30 Y80 K10

4 COLOURC34 M24 Y23 K0


EXECUTING ONLINEThe brand’s online expression is dynamic, bold and thrives on large, strong headlines in combination with action-packed, exciting photography. The functionality is user-centred, adaptive and continuously evolving.

The Proxima Nova family has been used throughout the online expression to maintain the Stadium brand.

STADIUM AUSTRALIA BRAND GUIDELINES 76

GAMEON

Documents

1 STADIUM AUSTRALIA BRAND GUIDELINES · PDF file12 stadium australia brand guidelines 13 stadium australia brand guidelines words we live by fan friendly brave captivating fan friendly