Armstrong Creek Town Centre Visual Branding Policy

Armstrong Creek Town Centre Visual Branding Policy Document No: CPL220.8
Approval Date: 15/11/2015
Approved By:  Council
Review Date:  

31/12/2018

Responsible Officer:  General Manager Planning & Tourism Version No:  00 
Authorising Officer:  Chief Executive Officer 

1. Purpose

The purpose of the Armstrong Creek Town Centre (ACTC) Visual Branding Policy is to:

  • Establish a consistent identity for the ACTC as a new commercial and civic heart of the Armstrong Creek growth area

  • 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.


2. Scope

This policy applies to the land known as the Armstrong Creek Town Centre located within the Armstrong Creek Urban Growth Area which is defined by the land bounded by Surf Coast Highway, Boundary Road, Burvilles Road and Barwarre Road Armstrong Creek.


3. References

  • Armstrong Creek Town Centre Precinct Structure Plan, March 2014

  • Armstrong Creek Town Centre Visual Branding Guide, September 2015

  • Greater Geelong Planning Scheme Urban Growth Zone Schedule 5 (UGZ5) – Armstrong Creek Town Centre


4. Definitions

  • ‘Armstrong Creek Town Centre’ is defined by the land bounded by Surf Coast Highway, Boundary Road, Burvilles Road and Barwarre Road Armstrong Creek.

  • ‘Public Realm’ is defined as any publicly owned street, pathway, right of way, town square, park, publicly accessible open spaces and any public and civic building and facilities.


5. Council 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 needs 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

  • Must be consistent with the ACTC Visual Branding Guide.

  • 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 the ACTC Visual Branding Guide.

  • The Armstrong Creek Town Centre Brand Mark must be the dominate logo on any large scale built form or free standing signage.

  • Visual Branding must be used at a scale and use reflective of the intent of the Priority Visual Identity Precincts.

  • Where the Armstrong Creek Town Centre is 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.

  • Applicants are encouraged to use innovative ways to incorporate the Armstrong Creek Town Centre Brand Mark in signage, public art and the public realm to reinforce the image and character of the Town Centre.

  • Multi-tenanted buildings must submit a signage strategy 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 ACTC Visual Branding Guide figure 2.

  • 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 dominate private and / or public signage.

  • Avoid elevations that are clad in a single sign / branding material where they are visible form the public realm.

  • Business identification signage should be integrated with architectural built form and not protrude above or beyond building facades.

  • Signs should 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.


6. Quality Records

Quality Records shall be retained for at least the period shown below.

Record Retention/Disposal Responsibility Retention Period Location
       
       
       
       


7. Attachments





Print Page last updated: Thursday, 19 November 2015