Local Minute brand kit
The logo, colours, type and voice for Local Minute and every town channel it runs. For partners, sponsors and press. Examples use Manly, our sample town.
A pin and a clock.
Local Minute is the place and the time: your town, in a minute. The mark is a map pin with a clock face inside it, its minute hand just past the hour. It sits in a rounded square, the same shape every town channel uses, so the family reads as one.
"Your town, in a minute."
The line we use under the name, in the hero and on the share image.
Mark and wordmark.
The wordmark is "local minute" in lower case, stacked, in Nunito Black at −2% tracking. The mark always leads. Use the horizontal lockup by default, the stacked one in square spaces, and the mark alone where the name is already nearby (avatars, favicons, watermarks).
localminute
localminute
Mark · on canelocalminute
Do
- Keep clear space of half the mark's width on every side.
- Keep the mark at least 24 px (6 mm) tall, and the lockup at least 96 px wide.
- Use the supplied files. The wordmark is lettering, not live type.
Don't
- Recolour, outline, add shadows to or stretch the mark.
- Capitalise the wordmark or set it on one line.
- Place it on a busy photo without the deep plate.
Every town gets its own minute.
Each channel is named the way locals say their town, plus "Minute". Its mark is the network's rounded square flipped to cane, with a lower-case initial for that town, like the "m" of our example town, Manly Minute.
Manly → Manly Minute. If locals use a nickname, use that instead, checked with a local, never one we made up.
The same handle on Instagram, TikTok, YouTube and Facebook, e.g. @manlyminute.
Same times in every town, in the town's own time zone.
River, cane and sand.
Colours from a coastal country town: the river at dusk, sugar cane in the sun, beach sand. Deep and river carry most surfaces, cane is the one bright accent, soil and signal are used sparingly.
#0A3438Dark surfaces, body text on light, the nav.
#0F4C52The mark's square, gradients, video backgrounds.
#C9E265Accent: buttons, highlighted words, the pin. Never for body text on light.
#F4EAD5Text on dark, alternating light sections.
#FBF5E8Default light background.
#A8432ALabels and emphasis on light backgrounds.
#D93A2B"Live" dots and alerts only.
#06181AFooter, the darkest video frames.
Rough proportions on a typical page. Cane on deep and deep on cane both pass WCAG AA for text of any size.
Three faces and a mono.
Headlines, big numbers (7:00 am, 27°), pull quotes. Tracking −2%. Sentence case.
Everything else: paragraphs, buttons, captions in video. Video captions use Barlow 800 with key words in cane.
minute
Only for "local minute" and town names in lockups. Never for headlines.
Eyebrows, chips, data labels. Upper case, +12–14% tracking, small sizes.
All four are free on Google Fonts under the SIL Open Font License.
Sound like a neighbour who reads everything.
Warm, quick and plain. We say the local name for things, give the fact and the place, and get out of the way. We're honest that AI makes it.
Use the names locals use. Say how far away it is. Town first, then the neighbours, then the region.
Short sentences, everyday words, numbers as people say them. No jargon, no hype, no clickbait, no "breaking" unless it is.
Facts tied to sources. Labelled as AI. Sponsors are clearly marked and never touch the news. Mistakes fixed fast.
Say
- "Surf Classic finals are on at South Steyne Sunday, from nine."
- "UV hits eleven, that's extreme, so slip, slop, slap."
- "Made with AI from public sources. Sources in the caption."
Don't say
- "You won't BELIEVE what happened in Manly…"
- "Residents are advised to exercise sun-safe behaviours."
- "Your trusted AI news anchor."
The frame.
- Picture or map. A credited photo, the event's own poster, or a map with the distance from town.
- Caption. The spoken line in Barlow 800, two lines at most, key words in cane.
- Channel strip. Town mark and wordmark, the edition (NEWS or WHAT'S ON) and the date.
- Where. Topic icon, distance and place in Plex Mono, e.g. "1 KM FROM MANLY · SHELLY BEACH".
- Source. The outlet or agency and date, small, on every scene.
- Sponsor slot. The last card: "Brought to you by", the sponsor's photo or logo and one line.
Bios that say what it is.
[Town] news in 60 seconds.
News 7am · What's on 3pm.
Made with AI from public sources. Sources in every caption.
Your town, in a minute. Daily local news and what's on, made with AI from public sources and checked by people. localminute.news
Files.
Questions about using the brand: hello@localminute.news