Brand Guidelines: Version 03 July 2021

Version 03 July 2021
Brand
Guidelines
BIG W – Brand Guidelines Contents Version 3 — July 2021
01 Introduction 01 07.2 Price mechanic colour system 36 10.2 Lifestyle 77 16 Compete — Back to School
07.3 Iconography 37 10.3 Studio: Talent 78 16.1 Overview 112
02 Brand 07.4 Superscript/Subscript 38 10.4 Studio: Product 79 16.2 Digital
02.1 Platform 03 07.5 Primary price structure 39 Digital Banner: MREC & Mobile 114
02.2 Personality 05 07.6 Pricing guidelines 40 11 Dot system Digital Banner: Halfpage 115
02.3 Personality attributes 06 07.7 Value boxes 41 11.1 Placement 81 Digital Banner: Leaderboard 116
07.8 Value boxes: Multiple price points 42 11.2 Placement approach 82 DOOH: Portrait 117
03 Logos 07.9 Pricing – Other 43 11.3 Scale 83 eDM 118
03.1 Overview 08 07.10 Pricing – Alignment 44 11.4 Crop guide 84 Facebook Carousel 119
03.2 Primary logos 09 07.11 Pricing – Kerning 45 11.5 Brand photography & dots 85 16.3 In store
03.3 Cropped logos 10 07.12 Specials – Percentage off 46 11.6 Secondary coloured dot placement 86 Hanging aisle banner 120
03.4 Correct logo size 11 07.13 Specials – 1/2 Price 47 11.7 Product photography & dots 87 Dog bone / FOS hanging banner 121
03.5 Secondary logo 12 07.14 Examples 48 11.8 Product photography integration 88 EAS gates 122
03.6 Restricted use mono logos 13 11.9 Shadow creation 89 Large Wings (Graphic) 123
03.7 Incorrect use 14 08 Typography 11.10 Typography & dots 90 Large Wings (Photographic) 124
08.1 Introduction 52 11.11 Incorrect use 91 Small Wings (Graphic) 125
04 Platform lockup 08.2 Typesetting overview 53 Inspiration Zone 126
04.1 Our platform lockups 16 08.3 Headlines and subheadings 54 12 Service Icons Window banner 127
04.2 Horizontal platform lockup 17 08.4 Headline clashes 55 12.1 Overview 93 Easel 128
04.3 Maximum space between platform line and logo 18 08.5 Headline principles: usage 56 12.2 Pick up 94 16.4 Catalogue cover 129
04.4 Centred platform lockup 19 08.6 Headline principles: grammar 57 12.3 90 day returns 95
04.5 Stacked platform lockup 20 08.7 Headline principles: EDABD as a headline 58 12.4 Stock check / lay-by 96 17 Compete go-to guides
04.6 Incorrect use 21 08.8 Big Days alternates 59 12.5 Delivery 97 17.1 Mid-year Sale, Boxing Day Sale 131
08.9 Alternates & ligatures step-through guide 60 12.6 Alignment / line thickness 98 Black Friday, Cyber Monday 132
05 Other Logos 08.10 Typesetting body copy 61 12.7 Examples 99 Big Brands You Love,
05.1 Big Days at Home 23 08.11 Incorrect use 62 Click Bonanza, Click Frenzy 133
05.2 BIG W X 24 08.12 Usage examples 63 13 Motion Baby 134
05.3 Brand Co 25 08.13 System font 64 13.1 End frames 101 Pets, Book Week, Book Bonanza 135
05.4 Blue Dot 26 08.14 Clearing font caches 65 13.2 TVC P&P frames 102 New Year, Easter 2021, Toymania, Halloween 136
08.15 Font usuage 66 13.3 DOOH 103 Back to School, Father’s Day 137
06 Colour 13.4 Digital display banners: animated 104 Mother’s Day, Valentine’s Day, Beauty 138
06.1 Primary palette 28 09 Tone of voice Christmas 139
06.2 Secondary palette 29 09.1 Principles 68 14 Social Free Books for Kids 140
06.3 Secondary palette marketing calendar 30 09.2 Optimising TOV across the business 69 14.1 Brand supers 106 Easter 2020 141
06.4 Colour use scale 31 09.3 Examples 72 14.2 Panels 107
06.5 Gold foil texture usage guide 32 09.4 Our platform line 73 14.3 Restricted logo size for social content 108 18 Contact 142
06.6 Complementary neutral palette 33 09.5 Voice overs 74
15 Music
07 Pricing Mechanic Guide 10 Photography 15.1 Signature song 110
07.1 Overview 35 10.1 Overview 76
BIG W 01 Introduction Version 3 — July 2021
Welcome to your BIG W Brand Guidelines.

You’re in for a treat. Inside you will find the
principles behind how BIG W looks, sounds
and feels. We’re reintroducing the BIG W
brand by stripping it back to its core, using
strong, clear applications.
Within these pages you will see our new

brand ethos surfacing through new emotive
photography styles, simplified brand colours
and our relatable tone of voice.
01
Brand
Our brand purpose is to “make a real
02.1 Platform 03
difference for families”. This comes
to life for our customers through our 02.2 Personality 05
brand personality and the brand 02.3 Personality attributes 06
platform line we have established

for our communications.
02
BIG W – Brand Guidelines 02.1 Platform Version 3 — July 2021
Brand
Platform
Family life. There’s mealtime, bathtime, storytime,

lunch boxes, washing, drop-offs, pick-ups, school,
homework and swimming practice.
And that’s just Monday!
But it’s the reward from these things which

inspires us to leap out of bed each day.
These moments are important. Not just to you.
But to your entire family too.
And BIG W is always here with

everything you need to make it happen.
To make a real difference.
Because we know, in a growing family
there’s no such thing as a small day.
Every day’s a big day.
BIG W. Every day’s a big day.

03
BIG W – Brand Guidelines 02.1 Platform Version 3 — July 2021
Brand
Here are a few handy parameters to help define
Platform what we mean by ‘Every day’s a big day’.
What it is What it isn’t
An honest portrayal of parenting – our view on A rose-tinted portrayal of parenting –

real life is that it’s perfectly imperfect. a perfect, polished parenting experience.
Parenting is a balance of the effort that’s put in and the Parenting is a lot of effort with minimal reward.
rewards along the way. We love to celebrate them both. Parenting is a lot of reward with minimal effort.
Life with kids is wonderfully busy, messy and chaotic but Life with kids is a nightmare. And as parents,
worth it. And as parents, we take it all in our stride. we are forever feeling out of control.
BIG W understands family life and is here to help

in the parenting journey, sharing in and supporting BIG W is here to tell you how to parent.
families through the ups and downs.
04
BIG W – Brand Guidelines 02.2 Personality Version 3 — July 2021
Brand
Personality
We’re your favourite aunt –

fun loving, and a little bit cheeky.
We’re a breath of fresh air,

with a knowing glint in our eye.
We’re familiar, like family

(whether we are or not) and
share that special bond.
We’re trusted, know the history,

get the jokes and can laugh along
in the moment with you.
Please note this image is for reference

only and is not licensed for use. 05
BIG W – Brand Guidelines 02.3 Personality Attributes Version 3 — July 2021
Brand
Personality
attributes
Knowledgeable
Useful Playful
Our experience means
We are pragmatic and Our youthful energy and
we’ve got the knowledge
hands-on, keeping things imagination mean we
to help support you to
real as we work together to always bring a breath of
navigate family life today
navigate modern life. fresh air to the everyday.
and tomorrow.
06
03.1 Overview 08
03.2 Primary logos 09
03.3 Cropped logos 10
03.4 Correct logo size 11
03.5 Secondary logo 12
03.6 Restricted use mono logos 13
03.7 Incorrect use 14
Logos
In this section you will see how
to correctly use the logo within
your artwork.
07
BIG W – Brand Guidelines 03.1 Overview Version 3 — July 2021
Logos
Overview
You guessed it, our BIG W logo is the face

of our brand and central to our new design
system. While recognising what has gone
before, it is more than just a facelift, it's a
reworking that conveys our evolution and
progression.
Our logo should be used for everything

from now on – including all external and
internal communications.
Please never recreate these layouts,
MASTER TEMPLATES including packaged logo
files are available via the Marketing Design team.
08
BIG W – Brand Guidelines 03.2 Primary logos Version 3 — July 2021
Logos Complete primary logo Cropped primary logo Extreme format crop logo
Primary logos
There are two versions of the primary logo:

complete and cropped. The primary logo
must be applied correctly and consistently.
Each logo is set within specific proportions
and relationships that must not be altered.
The primary logo is used for internal

and external marketing and promotions.
Context, format, space and legibility will
determine which version of the primary
logo is used.
Minimum distance to margin & safe zone Minimum size
Digital: 90px
Print: 25mm
Minimum Minimum
distance to margin distance to margin
Top and bottom safe zone only

applicable to complete primary logo.
09
BIG W – Brand Guidelines 03.3 Cropped logos Version 3 — July 2021
Logos One-sided cropped logo DOOH Halfpage 300px x 600px
Cropped logos
The most common use for the one-sided

cropped logo is for out of store executions
where a logo needs to be present on all
layouts. The examples used adjacent
include portrait digital banners and DOOH.
For instances where there is product or
image that can’t be obstructed on the
bottom half of the layout, the top cropped
logo should be used.
The two-sided cropped logo should only be

used for extreme wide format applications
where space is limited and no other
logo can be used. This includes digital
leaderboards and mobile banners.
To work out the maximum crop on the dot,

Make day
you use the ‘I’ from BIG W as your guide. one easier.
The height of the crop equates to 2x the Your one-stop back to school shop.
width of the ‘I’ as seen adjacent.

MASTER TEMPLATES including packaged logo Two-sided cropped logo – for extreme wide formats Leaderboard 728px x 90px
SHOP NOW
10
BIG W – Brand Guidelines 03.4 Correct logo size Version 3 — July 2021
Logos Portrait example – A4 Landscape example – A4
Correct logo size
Application examples
Aside from templates with predetermined
logo sizes, at times it can be tricky to
determine the correct logo size for each
layout, the trick is to use the BIG W circle
as your guide.
To keep consistent, use the ratio 1:7 as

shown here, across all portrait formats,
and 1:8 across landscape. This may
change depending on extreme wide and
narrow formats so use this scale as a
guide to best determine the correct size.
Once you have determined the correct

sized logo or lockup for the format, you
can then drop and crop the circle by 2x
the width of the ‘I’.
11
BIG W – Brand Guidelines 03.5 Secondary logo Version 3 — July 2021
Logos Catalogue cover Website header

Secondary logo
Secondary logo
There is a version of the logo where the

BIG W wordmark does not live inside the
blue dot. This secondary logo version
is to be used exclusively for catalogue
covers, headers of our website and eDMs.
Other uses are subject to the discretion
and collective agreement between BIG W
marketing and partners. Logo crop guide – Catalogue
The secondary logo can be used in The logo should sit flush to the width of the cover page from left to right, and to the top based on the
both positive (blue) and reversed (white) letters B, I and W. This results in the letter G being slightly cropped at the top.
variations; depending upon the imagery
or the background colour the logo is
sitting on. eDM
Application example
Catalogue cover, website and eDM header
and bushfire response where secondary
logo was used on cobalt background for
simplicity and impact of message. BI GW.C OM.AU 19 S e p t e m b e r - 2 O c t o b e r
Social Media
Layering images over masthead
In some cases, the BIG W secondary logo can be overlapped by imagery from
the catalogue front cover (as seen in this Christmas catalogue), however only if
this doesn’t impact on the legibility of BIG W.
12
BIG W – Brand Guidelines 03.6 Restricted use mono logos Version 3 — July 2021
Logos Reversed mono and outline Mono and outline
Restricted use
mono logos
When locking up the BIG W primary logo
with a partnership logo you may use the
restricted mono version. Using the same
rules for safe zone: 2x height of ‘BIG W’.
Applications may include corporate comms,

partner brand collaborations.
13
BIG W – Brand Guidelines 03.7 Incorrect use Version 3 — July 2021
Logos Do not scale elements separately, change, rotate or warp the logo appearance. This includes logo colour or transparency.
Incorrect use
Now here’s what NOT to do. 1 2 3 4

1. Do not separate the logo text
from the circle, except in circumstances
listed on page 12
2. Do not twist, rotate, or place the
BIG W logo on an angle
3. Do not squash, scale, distort or
warp the BIG W logo in any way
4. Do not obscure talent faces
5. Do not separate and resize
the elements within the logo
6. Do not alter the colour of the logo 5 6 7 8
7. Do not outline in colour
8. Do not place over a cluttered image
9. Do not separate the elements
within the logo and reposition
10. Do not crop the logo incorrectly
11. Do not place over a busy part of
the image
12. Do not obscure the focal point
of the image
Placing the logo over imagery 9 10 11 12

Do not place over a half dark and
half light image area. Try to maintain a
continuous tone throughout the image.
If a clean image area does not have
sufficient light/dark contrast with the
logo then image area must be lightened/
darkened for the logo to become legible.
14
Platform
lockup 04.1 Our platform lockups 16
04.2 Horizontal platform lockup 17

Our platform lockup is ‘Every day’s a
big day’. In this section you will see how 04.3 M
aximum space between
platform line and logo
18
to correctly use the lockup and logo

04.4 Centred platform lockup 19
within our artwork.
04.5 Stacked platform lockup 20
15
BIG W – Brand Guidelines 04.1 Our platform lockups Version 3 — July 2021
Platform Lockup In the corresponding pages you will see our lockup usage guide which links the correct
lockup to the correct format. Please never recreate these layouts, MASTER TEMPLATES
Our platform including packaged logo files are available via the Marketing Design team.
lockups Whenever the platform line is locked up with the BIG W logo,
it is always set in GT Big Walsheim and never features any word in Big Days font.
01 — Horizontal platform lockup 02 — Centred platform lockup 03 — Centred stacked platform lockup
04 — Line only
The line-only lockup must always appear in correlation to the BIG W logo;
but can be separated under specific circumstances, see page 20.
16
BIG W – Brand Guidelines 04.2 Horizontal platform lockup Version 3 — July 2021
Platform Lockup A. How to work out scale of platform line and BIG W logo. Digital Banner: Leaderboard 728px x 90px
Horizontal
platform lockup
Correct scale of elements
The platform line equates to 1/5th of the x5
Back to School
height of the BIG W circle. It is centre
aligned with the logo and the space
between the two elements equates to
1x height of BIG W as seen in example B.
Make sure to include the top of the G
when setting your bounding box.
$19 Brilliant Basics
School Shoes
SHOP NOW
Platform lockup alignment

The horizontal platform lockup is centre
aligned to the BIG W circle. The space
between the BIG W logo and platform
line is 1x height of the BIG W.
B. Alignment and safe zone
$350 UHU Stick
Glue Stick 40g
SHOP NOW
On the right-hand side of this page you

will find applications that use this lockup.
Please never recreate these layouts, SHOP NOW
Minimum Minimum
safe zone safe zone
17
BIG W – Brand Guidelines 04.3 Maximum space between platform line and logo Version 3 — July 2021
Platform Lockup
Maximum space This exceeds the maximum safe zone and therefore
the platform line must remain locked up with BIG W
Maximum lockup safe zone = 2x EDABD
between platform logo and not anchored in each corner.
line and logo

There may be instances where it is
appropriate to split the platform line
and lockup to balance a layout.
To determine the maximum amount

Incorrect use of lockup: falls outside of safe zone therefore Incorrect use of lockup: falls within safe zone therefore Correct use of lockup
of space you can have between the platform line must remain locked up with BIG W logo and lockup can be separated and anchored to corner.
platform line and logo across different not anchored in each corner.
communication outputs, use the adjacent
rules as an indicative guide.
Once you have correctly placed your

BIG W logo on the bottom right-hand
side of the page, you can then determine
whether the line should be separated to
the left corner or kept as one unit on the
right-hand side.
Correct use of lockup
18
BIG W – Brand Guidelines 04.4 Centred platform lockup Version 3 — July 2021
Platform Lockup A. How to work out scale of platform line and BIG W logo. TVC Endframe
Centred platform
lockup
The platform line equates to 1/5th of the
height of the BIG W circle. It is centre
aligned with the logo and the space
between the two elements equate to 1x
height of BIG W as seen in example B.
Make sure to include the top of the G x5
Platform lockup breakdown

The centred platform lockup is centre
aligned to the BIG W circle. The distance
between the BIG W logo and lockup is the B. Alignment and safe zone MREC - 300px x 250px
height of BIG W. The distance from both
logos to adjacent page margins is 2x
height of BIG W as seen here.
On the right-hand side of this page

you will find applications that use
the centred lockup.
First day
tears,
$19
Brilliant Basics

begone. Girls Mary Jane
School Shoes

SHOP NOW
$350
Minimum Minimum
safe zone safe zone
UHU Stick
Glue Stick 40g
SHOP NOW SHOP NOW
19
BIG W – Brand Guidelines 04.5 Stacked platform lockup Version 3 — July 2021
Platform Lockup A. How to work out scale of platform line and BIG W logo. Facebook Carousel
Stacked platform
lockup x5
Back to
School
Put your
best feet
forward.
For projects
that magically
appear.
‘Every day’s’

‘Every day’s’ equates to 1/5th of the height
of the BIG W circle. It is centre aligned with
the logo. The space between the platform
line and the BIG W logo equates to 1x Back to School
While stocks last
Shop Now
Back to School
While stocks last
Shop Now
Brilliant Basics School Shoes - $19 each
While stocks last
Shop Now
Uhu Glue stick - $3.50 each
While stocks last
Shop Now
Shop in store or online
While stocks last
Shop Now
height of BIG W as seen in example B.

Make sure to include the top of the G
Digital banner end frame option 1 Digital banner end frame option 2
Alignment and safe zone
The clear space between the logo and
word mark equates to 1x height of ‘BIG W’.
On the right-hand side of this page

you will find applications that use the
B. Alignment and safe zone
centred lockup.
The Facebook Carousel is provided

as an example. The two-line platform
lockup should be used across all 1:1, 4:5
and 9:16 social assets and when used at
the prescribed ratios it adheres to the
Facebook rules of 20% text on paid assets.
Minimum Minimum
safe zone safe zone
20
Platform Lockup Do not scale elements separately Do not change appearance or colour Do not stretch, warp or crop incorrectly Do not obstruct talent's face or place over a busy image
Incorrect use
Similar to the logo’s incorrect use; here’s

more of what NOT to do. To retain legibility,
do not place a platform lockup over
cluttered image areas or a half dark and
half light image area. Try to maintain a
continuous tone throughout the image.
If clean image area does not have sufficient

light/dark contrast with the logo then
image area must be lightened/darkened for
the platform lockup to become legible.
big
21
05.1 Big Days at Home 23
05.2 BIG W X 24
05.3 Brand Co 25
05.4 Blue Dot 26
Other Logos
This section introduces the other
logos that are used within BIG W.
They represent internal teams,
groups, agencies and campaigns.
22
BIG W – Brand Guidelines 05.1 Big Days at Home Version 3 — July 2021
Other Logos Primary Logo Reversed Primary
Big Days at Home
Untio mo blatent, eatae aliqui re plibus

ut laciaerum ratur adis voloreh endebissi
doles dolupiet ea nimet veliquibus, consec
oreiumq uideliqui que si odis et, corem di
venes quam que nis solores es dus apiend
et aut quas ullorit, corest que simolo dito
voluptaquam imus, offictibus etur re por
alique volor sapitat.
Genescit veriat officia estis eum aut et

re parumqui tem facide ea volor molorem
olupidu ntoreribusa volorecus ratattogy
quiscipsam sapera se qui si ute sequaer
iassimusame int.
Secondary/Icon Tag-line/Blurb/Purpose Statement Download the complete Big Days at Home brand guidelines
For more detailed guidance on how to use and activate the

Big Days at Home mark please reference these guidelines:
< Insert link to the BIG Days at Home brand guidelines here >
23
BIG W – Brand Guidelines 05.2 BIG W X Version 3 — July 2021
BIG W X
The BIG W X logo is made up of a

wordmark and X monogram.
The full logo is our primary logo and

should be used in most instances.
X monogram is our secondary

logo and can be used for internal
communications and for social
media profile images where
BIG W X is the profile name.
X Monogram (Secondary) Download the complete Big W X brand guidelines

BIG W X mark please reference these guidelines:
< Insert link to the BIG W X guidelines here >
24
BIG W – Brand Guidelines 05.3 Brand Co Version 3 — July 2021
Brand Co
BRAND C

iassimusame int.
Blue Heart (Secondary) Download the complete Brand Co brand guidelines
RAND C
Brand Co mark please reference these guidelines:
< Insert link to the Brand Co guidelines here >
25
BIG W – Brand Guidelines 05.4 Blue Dot Version 3 — July 2021
Blue Dot
BLUE D T

iassimusame int.
The Swirl (Secondary) Download the complete Big W X brand guidelines

Blue Dot brand please reference these guidelines:
< Insert link to the Blue Dot guidelines here >
26
06.1 Primary palette 28
06.2 Secondary palette 29
06.3 S
econdary palette 30
marketing calendar
06.4 Colour use scale 31
06.5 Gold texture usage guide 32
06.6 Complementary neutral palette 33
Colour
In this section, you will find the
refined colour palettes. These are
divided into primary, secondary,
price and complementary neutrals.
27
BIG W – Brand Guidelines 06.1 Primary palette Version 3 — July 2021
Colour
Primary palette
For all brand communications, the cobalt

and light grey should be used.
Cobalt is the primary brand colour, our aim

is to drive brand recognition through the
increased use of this blue.
Navy also plays a key role in our palette.

It helps create balance and legibility for
typographic content as well as highlighting
various core brand events at BIG W. Cobalt Navy Cool Grey
Cool Grey is used as a background colour C92 M72 Y0 K0 C100 M100 Y0 K50 C0 M0 Y0 K10
for all artwork. When applied, it takes the R0 G70 B200 R1 G0 B94 R236 G236 B237
edge off a stark white page. #0046c8 #01005e #ececed
PMS 2728C PMS 2738C PMS 663C
28
BIG W – Brand Guidelines 06.2 Secondary palette Version 3 — July 2021
Colour
Secondary
palette Gold Foil Texture Sale Red Navy Amber Ice Blue
This is the secondary colour palette.

Each colour corresponds with a
promotional event and should be used
in addition to the primary brand palette.
Please follow the usage guides detailed Gold foil texture C6 M100 Y100 K1 C100 M100 Y0 K50 C0 M35 Y100 K0 C36 M3 Y0 K0
in the following pages. R227 G6 B19 R1 G0 B94 R255 G176 B0 R174 G234 B255
#e30609 #01005e #ffb000 #aeeaff
PMS 185C PMS 2738C PMS 143C PMS 291C
Big Brands New Year

Boxing Day Sale Back to School
Christmas Click Bonanza Toy Mania
Mid-Year Sale Father’s Day
Click Frenzy Halloween
Lilac Salmon Aqua Mint Lead Grey
C19 M35 Y0 K0 C0 M45 Y33 K0 C70 M1 Y16 K0 C35 M0 Y36 K0 C75 M65 Y39 K50
R215 G170 B225 R255 G165 B152 R0 G188 B212 R180 G235 B183 R50 G56 B76
#d7aae1 #ffa598 #00bcd4 #b4ebb7 #32384c
PMS 2567C PMS 197C PMS 2995C PMS 351C PMS 432C
Mother’s Day Pets

Easter Black Friday
Baby Valentine’s Day Book Week
Free Books for Kids Cyber Monday
Beauty Book Bonanza
29
BIG W – Brand Guidelines 06.3 Secondary palette marketing calendar Version 3 — July 2021
Colour
Secondary palette
marketing calendar
January February March April May June July August September October November December
Click Mid-Year
New Year Big Brands Beauty Easter Toy Mania Baby Pets Halloween Black Friday Christmas
Bonanza Sale
Back to Book Mother’s Click Father’s Book Cyber Boxing

Baby Big Brands
School Bonanza Day Bonanza Day Bonanza Monday Day Sale
Valentine’s Click
Pets Book Week FBFK
Day Bonanza
Click Click Click

FBFK
Frenzy Frenzy Frenzy
Beauty
30
BIG W – Brand Guidelines 06.4 Colour use scale Version 3 — July 2021
Colour Christmas OOS: Boxing Day Sale, Mid-Year Sale OOS: Big Brands You Love, Click Bonanza, New Year, Toy Mania, Halloween OOS:
Colour use scale Click Frenzy OOS:
Christmas in store: Boxing Day Sale, Mid-Year Sale in store: Big Brands You Love, Click Bonanza, New Year, Toy Mania, Halloween in store:
Click Frenzy in store:
This scale outlines the correct colour
usage across in store and out of store.
To build BIG W brand recognition the

cobalt slide increases when not in store,
i.e. cobalt should always be the dominant
colour in out of store executions to Back to School, Father’s Day OOS: Baby OOS: Mother’s Day, Valentine’s Day, Beauty OOS: Easter, Free Books for Kids OOS:
strengthen brand recognition.
Back to School, Father’s Day in store: Baby in store: Mother’s Day, Valentine’s Day, Beauty in store: Easter, Free Books for Kids in store:
Pets, Book Week, Book Bonanza OOS: Black Friday, Cyber Monday OOS:
Pets, Book Week, Book Bonanza in store: Black Friday, Cyber Monday in store:
31
BIG W – Brand Guidelines 06.5 Gold foil texture usage guide Version 3 — July 2021
Colour
Gold foil texture 7%
usage guide
The texture itself has lighter and darker
sections. The lighter sections should be Nordic
$
79
Glitter
used when deciding where best to mask. Reindeer
$12
Table Top
This will make overlayed type more legible House
Decoration
195cm
Alaskan Glitter
and less 3D in appearance. $15 Christmas Tree
Entire texture
The scale of the texture should be the same Table Top
Glitter Tree
Decorations
in each dot on the same layout, i.e. if the $10ea
largest gold dot texture is scaled inside the

circle at 8% then the additional smaller dots Glitter
7%
on the layout should also be 8%. Garland
$15
Using catalogue as your texture size guide,

the minimum scale can vary from 7% to 20%.
It’s beginning
to look a lot
like Christmas.
Desired lighter portion of texture highlighted in blue. Avoid

too much shadow in your mask/crop highlighted in red.
While stocks last. Colours and styles may vary by store.
Free Books 8
for Kids is
BOOKS TO
COLLECT
back. Shhh. See inside

catalogue
for details.
Every day’s a big day. 31 O ctob e r - 1 3 Nove m b e r
Catalogue gold foil texture within dots

both scaled at 7%.
REFER TO EPSON INLINE PROOFS FOR ACCURATE COLOUR. COLOUR CORRECTIONS TO BE
MARKED ON EPSON INLINE PROOFS AND RETURNED TO BIG W STUDIO
EVENT VERSION PAGE NO
311019 Final Art

1
/ /2019
32
Your acknowledgement is confirmation the price and picture is as intended, the module/
space allocation of your product has taken a percentage of the total page, the copy is
accurate, that all loading into the event is 100% complete and correct and that if an item
is ever to be advertised online, that all P.E.T. requirements have been addressed.
BIG W – Brand Guidelines 06.6 Complementary neutral palette Version 3 — July 2021
Colour
Complementary neutral
colour palette
This palette is for restricted use only and
should only be used to complement the
secondary colour palette. These colours
were selected to be used as backgrounds
for deep-etched and studio photography,
catalogue highlights and across digital
and social platforms.
Mist Soft Peach Sage Sand Violet

C13 M4 Y0 K0 C0 M14 Y17 K0 C17 M6 Y12 K0 C6 M7 Y17 K0 C5 M5 Y0 K0
R228 G239 B255 R255 G228 B212 R219 G228 B225 R243 G236 B218 R245 G243 B255
#e4efff #ffe4d4 #dbe4e1 #f3ecda #f5f3ff
PMS 2707C PMS 9220C Pastel PMS 9522C Pastel PMS 9224C Pastel PMS 9061C Pastel
33
07.1 Overview 35
07.2 Price mechanic colour system 36
07.3 Iconography 37
07.4 Superscript/Subscript 38
07.5 Primary price structure 39
07.6 Pricing guidelines 40
Price
07.7 Value boxes 41
07.8 Value boxes: Multiple price points 42
07.9 Pricing – Other 43
07.10 Pricing – Alignment
07.11 Pricing – Kerning

44
45
Mechanic
07.12 Specials – Percentage off
07.13 Specials – 1/2 Price

46
47
Guide
07.14 Examples 48 Across all channels.
34
Price Mechanic Guide Standard Shelf Price
Overview
Price segments.
$888ea8
Everyday Low Prices New (PAP) Special Sale
$88ea88 $88ea88
PRICE AFTER
$88ea88
SAVE $8888
$88ea88
WAS $88.88
PROMOTION $88 01/07/18
EVERYDAY
LOW PRICES 30
PRICE
35
BIG W – Brand Guidelines 07.2 Price mechanic colour system Version 3 — July 2021
Price Mechanic Guide Print – Catalogue / POS / Flyers etc
Price mechanic
colour system
Sale /
Print and Digital palettes. Specials / New /
Only at BIG W Everyday Pre-order
Clearance Coming Soon
Low Prices
CMYK CMYK CMYK CMYK CMYK

92-72-0-0 6-100-100-1 2-11-100-0 72-4-100-0 84-25-100-11
Digital – EDM, Website, Social
Sale / Specials / New /

Cobalt Everyday Pre-order
Clearance Coming Soon
Low Prices
RGB RGB RGB RGB RGB

0-70-200 227-6-19 253-217-0 55-191-70 25-120-52
#0046c8 #e30609 #fdd900 #37bf46 #197834
36
BIG W – Brand Guidelines 07.3 Price iconography Version 3 — July 2021
Price Mechanic Guide Everyday Low Prices
Iconography
MASTER TEMPLATES files are available via the
Marketing Design team.
EVERYDAY
LOW PRICES
Sub Icons When stacked, Only at BIG W should sit above NEW or HOT BUY
Other
ONLINE IN STORE HOME PRE

DELIVERY
ONLY ONLY
ONLY ORDER
37
BIG W – Brand Guidelines 07.4 Superscript/Subscript Version 3 — July 2021
Price Mechanic Guide InDesign settings
$5ea80
Superscript/
Subscript
Please use these settings for superscript
and subscript text. The $ and cents are
superscript and ‘ea’ descriptor are set
as subscript.
Instead of using the normal superscript/subscript settings,

please use the OpenType menu as detailed below.
Select the options menu at the top right of the character

panel, scroll down to 'OpenType' and select the
'Superscript/Superior' setting for superscript, and the
'Subscript/Inferior' for subscript.
Photoshop settings
$5ea80
To set these up in Photoshop, hover over the letter or
number to access the alternate character options.
Select the superscript and subscript options. To access
the hover function (flyout), you need to have ‘Enable
Type layer glyph alternates’ selected (checked) in the
Type Preferences menu.
Alternatively, access the Glyphs window panel and

select the superscript and subscript versions from there.
38
BIG W – Brand Guidelines 07.5 Primary price structure Version 3 — July 2021
Price Mechanic Guide Primary price structure
$58ea0
Primary price
structure 30% height of
price point size.
Use this as your guide when setting up Tracking: -10

100%
correct scale. price
point
size.
25% height of
price point size.
Price and Save
Print Digital
$35ea80 ea X-height of descriptor

$35ea80
33
is height of gap
Leave at least 20% Min. height
safe space around
text inside box SAVE $1950 SAVE $19.50 50% of height of price.
Max. height
70% of height of price.
Save text: Save text:

Approx 20-25% of price Approx 20-25% of price
point text point size. point text point size.
Cents and dollar sign For digital assets, cents and

@ 50% of size of Save price. dollar sign are equal height.
39
BIG W – Brand Guidelines 07.6 Pricing guidelines Version 3 — July 2021
Price Mechanic Guide Price After Promotion
Pricing guidelines Print Digital / ATL
$359ea0 ea
$359ea0 ea
3
Use this as your guide when setting up Leave at least 20% PRICE AFTER
PRICE AFTER Max. height PROMOTION $10
correct scale. padding around
text inside box. PROMOTION $10 70% of height of price.
When all different price variations appear

together, boxes should align in height. PAP text – 10-15% of size of price point.
PAP text – 10-15% of size of price point.
Leading is 110%. Leading is 110%.
Everyday Low Prices
$35ea90 ea
$35ea90 3 ea
3 3
Leave at least 20% Max. height Min. height
padding around WAS $45.50 70% of height of price. WAS $45.50 50% of height of price.
text inside box. 01/07/18 Max. height
EQUIVALENT 70% of height of price.
EQUIVALENT SINGLETS
- FEB 2017
Was price at 20-25% of size of price point. Was price at 20-25% of size of price point.
Date text at 10-15% of size of price point. Equivalent text at 15% of size of price point.
New Price After Promotion Everyday Low Prices Special
$35ea90 $35ea90 $35ea90

3
Max. height
PRICE AFTER WAS $45.50
PROMOTION $10 01/07/18 SAVE 19
$ 50 70% of height
of price.
40
BIG W – Brand Guidelines 07.7 Value boxes Version 3 — July 2021
For ATL / Digital where a single price appears on its own –

Price Mechanic Guide Text Safe Area: At least 20% of the height of the box. Even spacing all around the box. Text is centred horizontally. For assets where a multiple prices appear together –
Text inside the value box can be reduced to fit the width
Spacing on left and right should be equal. Text inside the value box should be consistent no matter
Value boxes how many digits the price has above it. The text inside
the value box determines the width of the value box.
of the price above it. See below for spacing guidelines.
The width of the price point determines the width of
the value box.
Use this as your guide when setting up Single digit

correct scale. PRICE AFTER Max. height
PROMOTION $100 70% of height of price above.
$ $ $ $
$8 $8
When all different price variations appear
$8 $8
together, boxes should align in height.
WAS $45.50 Max. height SAVE $10 SAVE $1050

01/07/18 70% of height of price above. SAVE $9 SAVE $9.50
SAVE 19 $ 50 Max. height

70% of height of price above.
Double digits
SAVE 9 $ 50 Min. height

50% of height of price above.
$25 $25
SAVE $3050 SAVE $28.50
SAVE 19 $ 50 Triple digits
$255 $255
SAVE 300 $
SAVE $19.50
41
BIG W – Brand Guidelines 07.8 Value boxes: Multiple price points Version 3 — July 2021
$5 $5 $5
Price Mechanic Guide
Value boxes: WAS $9 PRICE AFTER
Multiple price points SAVE $7 01/07/2018 PROMOTION $7
$57ea5 $57ea5 $5ea75

When showing multiple prices on one
asset, value boxes should expand to fit the
width of the text inside the box. Use these
examples as your guide. WAS $10.50 PRICE AFTER In this instance the box is expanded
SAVE $1050 01/07/2018 PROMOTION $8.50 to fit the longer price point for PAP
$19
SAVE $22
$19
WAS $22
$19
PRICE AFTER
01/07/2018 PROMOTION $22
$25ea75 $257ea5
WAS $30.50
$25ea75
PRICE AFTER In this instance the box is expanded
SAVE $3050 01/07/2018 PROMOTION $30.50 to fit the longer price point for PAP
$299
SAVE $350
$299
WAS $350
$299
PRICE AFTER
01/07/2018 PROMOTION $350
$299ea90 $299ea90
WAS $300
$2999ea0
PRICE AFTER
SAVE $350 01/07/2018 PROMOTION $350
42
BIG W – Brand Guidelines 07.9 Pricing – Other Version 3 — July 2021
Price Mechanic Guide Multi-buy From RRP
Pricing – From
Other
3 $18 for
from
$35ea90 $16ea
RRP
RRP $88.88
• ‘for’ – 30% of height of price point • Spacing determined by x height not cap size • Spacing determined by cap height
• Vertically centred in space • ‘From’ – 30-40% of price point font size • RRP text — 20% of price point font size
• Centre text above price point • Centre text below price
Bundle DVD / Blu-ray RRP range
$229 bundle
Bundle
$20 DVD
$16ea
RRPs
RRPs $88.88
- $88.88
• ‘Bundle’ – 30% of price point font size • ‘DVD’ – 30% of price point font size • Spacing determined by cap height
• Centre text below price • Centre text below price • RRP text — 20% of price point font size
• Spacing determined by x-height not cap height • Centre text below price
Save options: Save up to Save options: Cents
$35ea90
SAVE
$35ea90
SAVE $
$35ea90
UP TO 1950
$
UP TO 19 SAVE 50c
• ‘Save up to’ text – 25-30% of price point text size • Save price – when there are no cents, save price can be • Cents ‘c’ inside savings box – 60% of price point font size
• There should be equal space from left and right edges of box to text increased in size, approx 40% of price point text size
43
BIG W – Brand Guidelines 07.10 Pricing – Alignment Version 3 — July 2021
• Align description to first number of price point when there is no box

Price Mechanic Guide • Align description to left-hand side of savings box
• Space between price and description is same height as cents in price point
Pricing – • Brand in bold and description in regular font
Alignment
$35ea90 $35ea90 $15ea90

When description sits stacked under price,
follow the below examples for alignment.
50
Brand
50
Brand
SAVE 19 $ 50
Title Case Product Title Case Product
50
Brand
Description Description
Title Case Product

Description
• When description does not sit under price like below, • When description is stacked under price like below
PAP / Bundle / DVD text should be centred • Left-align all text and align to first number of price point
Brand
Title Case Product
$35ea90
PRICE AFTER
$35ea90
PRICE AFTER
PROMOTION $45
$229
Bundle
Description PROMOTION $45
50 50
Brand
Brand
Title Case Product Title Case Product
Description Description
44
BIG W – Brand Guidelines 07.11 Pricing – Kerning Version 3 — July 2021
Price Mechanic Guide Examples
Pricing –
Kerning
Watch out for kerning issues on Decrease kerning between Adjust kerning between $ and Decrease kerning
1 and other number number to increase space between $ and 6
particular numerals — 1, 7, 6 and 9 —
$18ea88 $1ea50 $66ea

and adjust kerning as indicated.
SAVE $1950 SAVE $950 SAVE $1950
45
BIG W – Brand Guidelines 07.12 Specials – Percentage off Version 3 — July 2021
Price Mechanic Guide Out of circle
Specials –
Percentage off
40 %
OFF 40 %
OFF
Brand
Description
Goes Here
40 %
Brand
60% height of Description Goes Here
100% Size of description text is based on length of characters,
point size
X point size 10-15% of size of X point size
OFF 25% height of

point size
All text in GT Big Walsheim BOLD
40ALL Russell Hobbs

Food Appliances
%
OFF 40 %
OFF
ALL Russell
Hobbs Food
Appliances
‘All’ should be in upper case when called out in text
In circle
70%
20%
of X point size
40 40
(20% of height
%
100%
% Save up to TO of circle)
40
60% height of
Save up to
40
100% X point size
% %
X point point size (25-30% of 100%
size height of circle) OFF X point size
(33% of OFF 25% height of OFF (25-30% of
height of point size Brand
Description Goes Here OFF OFF height of
circle) Size of text is circle)
Selected Toys
dependent on length
of description,
10-15% of size of X
point size
• Equal space above and below percentage off text • Brand should always be in bold and ‘Save up to’ text – 25% of X pt size
• Leave 20% space from text to edge all around description in regular font
• When talking to a generic statement, i.e.
Selected Toys — all text should be in bold
• Equal space above and below text
46
BIG W – Brand Guidelines 07.13 Specials – 1/2 Price Version 3 — July 2021
Price Mechanic Guide Out of circle
Specials –
1/2 Price 100%
X height
100% Only to be used in select cases where the circle version is not suitable,
X height preference is for '1/2 PRICE' in circle where possible.
Divider:
90% width of text
210% height of text
34.5° angle
In circle
40% of 1/2 sits centred BETTER THAN

height of above ‘PRICE’ 48% of
circle height of
circle
50% of
height of
15% of circle
height of Brand
circle Description Goes Here
Size of text
is dependent
on length of
description,
10-15% of
size of X
point size
• Use width of the number ‘1’ for space on either side of • Size of text is dependent on length of description,
‘1/2’ and space between ‘1/2’ and ‘PRICE’ 10-15% of size of X point size
• Leave 20% space from text to edge all around
47
BIG W – Brand Guidelines 07.14 Examples Version 3 — July 2021
Price Mechanic Guide TVC (Digital)
Examples
Range and colours may vary by store.

T&Cs apply. Visit bigw.com.au for more information. T&Cs apply. Visit bigw.com.au for more information.
48
Price Mechanic Guide Social
Examples
EVERYDAY
In instances where Price Drop LOW PRICES
mechanic is compromised by
legibility (i.e. smaller size /
screen), pull smaller text out
of value box.
49
Price Mechanic Guide Catalogue (Print)
Examples
At least
shopping for
$
4 pk
school is easy. SAVE 4 $
Brilliant Basics
2-Pack Polo Shirts
Your one-stop Sizes 4-16
back to school shop. Equates to $2 per shirt
$
6 $
4
SAVE 4 $
SAVE 2 $
Brilliant Basics Brilliant Basics

Sport Skorts Knit Shorts
Sizes 4-16 Sizes 6-16
Colours, styles and sizes may vary by store. Footwear and accessories sold separately.
10% Back to School Supplies Price Beat Guarantee applies to: Stationery, Data Storage, Calculators, Computer Accessories, Printers & Ink, Backpacks, Kids Underwear & Socks, Smash & Mambo Lunch &
Storage items in store only and is not available for purchases online bigw.com.au. Excludes: Other Apparel, Footwear, Tablets, Chromebooks, Mobile Phones, Software, Clearance, Personalised items, Liquidation
and Online-Only items. 10% Back to School Supplies Price Beat Guarantee is valid during BIG W’s Back to School Sale from Thursday 2nd January 2020 until Monday 3rd February 2020 (inclusive). Competitor
2 must have identical stocked item available at a lower price in the quantity requested. Does not apply to Competitor’s advertisements of items available online only. Shelf prices may be lower than advertised.
50
Typography 08.1 Introduction
08.2 Typesetting overview

52
53
08.3 Headlines and subheadings 54

If words help tell the story of a brand,
08.4 Headline clashes 55
typography helps articulate its
message further. The typefaces 08.5 Headline principles: usage 56
we’ve chosen embody the boldness, 08.6 Headline principles: grammar 57
playfulness and joy of the everyday. 08.7 Headline principles: 58

EDABD as a headline
08.8 Big Days alternates 59
08.9 Alternates and ligatures 60

step-through guide
08.10 Typesetting body copy 61
08.12 Usage examples 63
08.13 System font 64
08.14 Clearing font caches 65
08.15 Font usage 66
51
BIG W – Brand Guidelines 08.1 Introduction Version 3 — July 2021
Typography
Introduction
GT Big Walsheim.
Our primary typeface across the entire
BIG W brand is GT Big Walsheim. We use
two different weights; bold and regular. We
use bold for large text such as headlines,
proof points, pricing, etc. Whereas, we use
Big Days.
the regular weight for smaller text such as
body copy, disclaimers, and other small
print information.
Our secondary font is Big Days. It was

designed to mimic everyday handwriting
or note-taking, like what you might find
as a scribbled note on a fridge door.
We use Big Days to highlight a key word

in headlines. Therefore, it is only to be used
once in any given touchpoint.
52
BIG W – Brand Guidelines 08.2 Typesetting overview Version 3 — July 2021
Typography Headlines GT Big Walsheim Bold Characters
Typesetting
Be playful with headlines
overview Aa Bb Cc Dd Ee
Headlines and subheadings are set in GT Ff Gg Hh Ii Jj Kk
Big Walsheim Bold and Big Days, with body
copy set in GT Big Walsheim Regular.
The character sets for each typeface are

by combining GT Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu
shown here, along with the typesetting
below. For body copy typesetting, please
refer to p. 56. Big Walsheim Bold Vv Ww Xx Yy Zz
Headlines and subheadings
GT Big Walsheim Bold
Leading: 100% of point size e.g. 60/60pt
Kerning: Optical
and Big Days. Big Days Regular Characters
Tracking: -10
Aa Bb Cc Dd Ee Ff Gg Hh Ii
Alignment: Left
Subheadings
BigDays Regular
Leading: 100% of point size e.g. 60/60pt
Jj Kk Ll Mm Nn Oo Pp Qq Rr
We use GT Big Walsheim
Kerning: Metrics
Tracking: -10
Ligatures: On
Ss Tt Uu Vv Ww Xx Yy Zz
Alignment: Left
Bold for subheadings.
Body copy and T&Cs GT Big Walsheim Regular Characters
GT Big Walsheim Regular is our body copy font. Aa Bb Cc Dd Ee Ff Gg Hh

We generally colour body copy black when applying it to white and Ii Jj Kk Ll Mm Nn Oo Pp Qq
cool grey backgrounds and white when applying it to colour backgrounds. Rr Ss Tt Uu Vv Ww Xx Yy Zz
Terms and conditions are also set in Regular.
53
BIG W – Brand Guidelines 08.3 Headlines and subheadings Version 3 — July 2021
Typography Headline and Subheading size
Headlines and
Headline font size

subheadings
X
Use this as a guide when setting
is 90pt/90pt.
both headline and subheading type.
Subheadings can vary between
40% and 60% of headline size.
For two-line headlines we suggest

using 1x X as space between and 1x
for one-line headlines 1/2x X. ‘X’
The subheading font size is 36pt/36pt.

40% ‘X’
Headline here.
Headline allowances
1x
‘X’
1/2 x
‘X’
The subheading here if there are no descenders.
1x
‘X’
1x
‘X’
Headline goes here.
The subheading here if there are descenders.
54
BIG W – Brand Guidelines 08.4 Headline clashes Version 3 — July 2021
Typography Headline with clash
Headline clashes
The best toys.
These are the steps to be taken if Big Days
and GT Big Walsheim clash in a headline
Good luck hiding them.
due to ascenders and descenders.
1. Change line break
1. Change line break
2. Use alt characters with different
ascenders and descenders for letters
that are touching The best toys.
3. Change the word Big Days is applied to
4. Change leading (only as a last resort Good luck
hiding them.
if none of the above are successful)
2. Use alt characters
The best toys.

Good luck hiding them. See page 55-56 for instructions
on using alt characters.
3. Change highlight word
The best toys.

Good luck hiding them.
55
BIG W – Brand Guidelines 08.5 Headline principles: usage Version 3 — July 2021
Typography Don't highlight: Do highlight:
Headline principles:
usage
We use Big Days font in our headlines
to highlight one word that helps lift the
First day tears, begone. First day tears, begone.
sentiment of our message. In most cases
that word highlights our character and
tone but sometimes we use it to deliver
Thousands of gifts under $30.

a value offering. Whatever typeface
the sentence ends in, the full stop that
Thousands of gifts under $30.
For when you need two.
follows must be the same.
The exception to the one-word highlight

rule is event names such as Mother’s Day
For when you need two.
and Valentine’s Day where we set both
words in Big Days.
Here are a few examples of what works and

Halloween today. Halloween today.
Little monsters every day.
what doesn’t.
Little monsters every day.
Perfect for leftovers Perfect for leftovers

and batches of slime. and batches of slime.
Mother's Day. Mother's Day.
56
BIG W – Brand Guidelines 08.6 Headline principles: grammar Version 3 — July 2021
Typography With full stops
grammar
Sentence case
We always use sentence case. If the
The best toys. First day
Good luck tears,
heading is a sentence we also include
a full stop. This includes if ‘Every day’s
a big day’ is a headline.
hiding them. begone.

We like to keep headlines short and
punchy. They should never exceed
two sentences.
Uppercase
If we write ‘BIG W’ within a sentence,
we always ensure that it is set in caps,
with a space between ‘BIG’ & ‘W’.
Call-outs (i.e. Sale and Price Drop)
may also be set in caps.
Exception to the rule BIG W in caps
Merry Christmas
Exception
The only time we don’t need a full stop
BIG W
is when we have a simple event name
or sayings like ‘Merry Christmas’ or
‘Mother’s Day’ and ‘Back to School’.
Mother’s Day
With hyphens Without hyphens
One-stop In store
Back to School
Same-day Pick up
Lay-by
57
BIG W – Brand Guidelines 08.7 Headline principles: EDABD as a headline Version 3 — July 2021
Typography One line
EDABD as a headline
When our platform line ‘Every day’s a big
day’ is used as a stand-alone headline
separate from the BIG W logo, ensure the
type is set in GT Big Walsheim Bold with
the word ‘big’ set in Big Days.
However, when the line is used as a

Every day’s a big day.
lockup with the BIG W logo, use the
master templates as provided.
i b
‘ ’ Baseline shifted down to meet baseline of ‘ ’.
‘g ’ Set at 110% of headline size and baseline shifted down.
Two lines Three lines
i b
‘ ’ Baseline shifted down to meet baseline of ‘ ’. i b
‘ ’ Baseline shifted down to meet baseline of ‘ ’.
‘g ’ Set at 110% of headline size and baseline shifted down. ‘g ’ Set at 110% of headline size and baseline shifted down.
58
BIG W – Brand Guidelines 08.8 Big Days alternates Version 3 — July 2021
Typography Letter alternates Alternate example guide
Big Days
alternates aaa bbb ccc ddd Base font Alternates used
Our secondary font, Big Days, consists eee fff ggg hhh ii ii kickoff Multiple ks and fs look
too uniform. kickoff Alternate k and f characters help
to link letters and add more variety.
jj kkk lll mmm nnn

of a base font with alternate lowercase
characters that can be used to achieve
a more hand-written effect.
ooo pppp qq rrr sss juggling juggling

Alternate u and g link letters, add
Multiple gs look too uniform. more variety and better communicate
Consider using where there are multiples the sentiment of the word.
of the same letter in a word. In some cases,
ttt uuu vvv www xxx

it may look natural to use multiples of the
same character and alternates may not
happiness happiness
be needed. Alternate characters can also
Multiple ps and ss look too Alternate p and s characters help
yyy zzz
be used to link character tails to make the uniform, e doesn’t link. to add variety, e links better.
word feel more hand-written.
Alternates should also be used when
quizzed quizzed
ascenders and descenders overlap Alternate z characters add variety,
the line above or below (set in GT Big Multiple zs look too uniform,
q looks more natural, i solves awkward link,
i doesn’t link.
Walsheim) and need more space, e and d link better.
see page 51 for details.
When deciding whether to use an
doodled doodled
Alternate d and e characters link letters and
alternate, refer to the adjacent usage Multiple ds look too uniform, add variety. Kept linked os in base font as they
guide on this page. e doesn’t link. are more natural and better communicate the
sentiment of the word.
wobbly wobbly
Alternate b character adds variety, l links
better, alternate w and y characters better
Multiple bs look too uniform.
communicate the sentiment (irregular
baselines look more ‘wobbly’).
59
BIG W – Brand Guidelines 08.9 Alternates & ligatures step-through guide Version 3 — July 2021
Typography Changing to an alternate set Selecting individual letter alternates
Alternates & ligatures

step-through guide
Use this guide to find the correct
letter set, ligature or individual
letter alternate for your layouts.
Turning ligatures on and off
60
BIG W – Brand Guidelines 08.10 Typesetting body copy Version 3 — July 2021
Typography Sentence case with GT Big Walsheim Regular
Typesetting
body copy
Body copy
We use GT Big Walsheim
Regular for any time we
We always use GT Big Walsheim Regular.
This applies for body copy on any applications
from catalogues, eDMs, websites, T&Cs.
Body copy and T&Cs
need to have body copy.

GT Big Walsheim Regular
Preferred leading: 130% of point size, e.g. 10/13pt
(acceptable range 100-130%)
Kerning: Optical
Tracking: 0
Alignment: Left
Body copy and T&Cs
GT Big Walsheim Regular is our

body copy font.
We generally colour body copy
black when applying it to white
or cool grey backgrounds and
white when applying it to colour
backgrounds.
Terms and conditions are also set in Regular.
61
Typography 1 2 3
Incorrect use
Stretch Paragraph
Things to steer well clear of ...
Outline StretchSkew set to
1. Do not use the font in outline
2. Do not distort the font in any way right-align
3. Do not set paragraph to right-align
4. Do not set leading too loosely
5. Do not set leading too tightly
4 5 6
6. Do not use Big Days anywhere
Headline leading
other than headlines
7. Do not set type on complicated
Headline leading
backgrounds
8. Do not use Big Days to highlight
multiple words within a single headline
9. Do not use Big Days on its own larger than smaller than * Disclaimer while stocks last
point size
point size
7 8 9
Type set over Don’t highlight Using Big Days

complicated multiple words in
background a single headline. on its own
62
BIG W – Brand Guidelines 08.12 Usage examples Version 3 — July 2021
Typography Application examples: A. Hanging aisle banner B. Digital leaderboard C. In store window banner
Usage examples
A B
For instances where a headline is too

long as seen here in examples A and B,
a subheading is used to break it up.
Free same-day Pick up
for busy little schedules.
First day
tears,
begone.
At least shopping
for school is easy.
Your one-stop back to school shop.
63
BIG W – Brand Guidelines 08.13 System font Version 3 — July 2021
Typography Headlines
System font
Montserrat is our system font.
We use it when our other
Sometimes the computer just says “NO”.
In applications where our primary and

secondary typefaces are unavailable,
typefaces are unavailable.

we default to Montserrat.
We suggest using Montserrat for all copy –

from headlines through to disclaimers.
In some applications, like eDMs, our

primary and secondary typefaces may
be used within the header or advertising
banner image.
Headings and subheadings

Montserrat Bold
Leading: 100% of point size, e.g. 100/100pt Subheadings Body copy and T&Cs
Tracking: -20
Kerning: Metrics
Ligatures: Off
We use Montserrat Bold

Alignment: Left
Montserrat Light is our body
Body copy and T&Cs copy font.
for subheadings.
Montserrat Light
Leading: 130% of point size, e.g. 100/110pt
Tracking: 0 We generally colour body copy
Kerning: Metrics
Ligatures: Off
black when applying it to white or
Alignment: Left cool grey backgrounds and white
Montserrat is a Google font. when applying it to coloured
Download at no cost here. backgrounds.
Terms and conditions are also set in light.
64
BIG W – Brand Guidelines 08.14 Clearing font caches Version 3 — July 2021
Typography Mac OS X Windows
Clearing font
caches If you’re on Mac OS X 10.5 (Leopard)
and later follow these steps:
If you’re on Windows you can clean the
font cache by deleting the following file:
As we’ve made updates to both typefaces, 1. Close all applications. C:\Windows\System32\FNTCACHE.DAT

it’s important when you are loading the
final fonts that you clear out your font
cache history. Please follow the steps 2. Launch Terminal. Adobe applications use their own cache
as outlined on this page. .lst files to store font information.
3. Enter the following command at the
First:
Please deactivate and uninstall all versions prompt and press Return: You will have to manually search for
of GT Big Walsheim and Big Days. atsutil databases -removeUser these files and delete them.
Next:
Clean both the system and the app Enter the following command at the To do this:
font cache and reinstall and reactivate prompt and press Return:
the trial fonts.
atsutil databases -shutdown 1. Go to Start > Search > Files and Folders

Enter the following command at the 2. Choose ‘Files and Folders’ and type
prompt and press Return: ‘Adobefnt*.lst’ into the Name-text field
atsutil databases -ping 3. Make sure to activate the checkboxes ‘Search in
4. Quit Terminal. system folders’, ‘Search for hidden files and folders’
and ‘Search in subfolders’. Then click on ‘Search’
5. Restart your machine.
4. Delete all .lst files listed
6. Reinstall/reactivate your fonts.
5. Restart your machine
6. Reinstall/reactivate your fonts
65
BIG W – Brand Guidelines 08.15 Font usage Version 2 — February 2021
Typography GT Big Walsheim BigDays
Font usage
Please be aware of the current usage

GT Big Walsheim BigDays
agreements when applying and using
the BIG W fonts.
Terms: Terms:
BIG W’s existing usage agreement for GT BIG Walsheim Big Days is owned by BIG W in perpetuity commencing
is based on specific user details. At this time BIG W do 21st July 2020.
not have exclusivity over the font, meaning it can be
purchased by other companies or users.
If BIG W requires additional usership beyond those

currently outlined below, an additional fee would
need to be scoped by M&CS.
Creator: Grilli Type
Font: GT BIG Walsheim Thin, Regular and Bold OFT
Formats: Opentype9.oft and web font formats Woff2
Usage term: Users- 176-275

Web- 6 Mio *Monthly page view
App- 1-3
66
Tone of voice
When you get it right, it leaps off the
09.1 Principles 68
page like a warm hug. Get it wrong
09.2 Optimising TOV across the business 69
and it feels forced or flat.
09.3 Examples 72
09.4 Our platform line 73
09.5 Voice overs 74
67
BIG W – Brand Guidelines 09.1 Principles Version 3 — July 2021
Tone of voice
What we say comes from a good place.
Principles That means when we write, it should be:
Conversational Insightful Cheeky Helpful

BIG W is down-to-earth, engaging in Use a familiar tone, offering a knowing A healthy sense of humour helps a family Sometimes our tone is simple,
casual conversation with our customers wink of human insight and nod to the get through a big day – sometimes you’ve pragmatic and to the point.
who are real Aussie families. often imperfect scenarios parents just gotta sit back and laugh at the mayhem.
experience every day. We’re optimistic and offer real solutions.
Our tone of voice should be like a fun Aunty, So we don’t complain, we laugh at the While we’ll always be there for them,
familiar enough to call out the idiosyncrasies Think about how a family really uses challenges and see the playful side of life. we avoid telling them what to do or
of family life but always respectful of the our products and services, how we are how they should do it.
warm-hearted nature of the moments solving the big and small things
being shared. within their day. We exist to offer families everything
they need to get through the day and
We use a little storytelling to help inspire Let’s be honest. Let’s keep it real. help them realise the rewards.
our customers, showing that we get their Let’s speak to the loveable moments
everyday and how our products/services that make up every day as a parent.
are designed to help.
Don’t say: Don’t say: Don’t say: Don’t say:

A slow cooker helps Tupperware comes Halloween time is here kids. Pick up in store.
with the cooking. in several sizes.
Say: Say: Say: Say:
For when Netflix beats Perfect for leftovers Halloween today. Let us do the running around for you.
cooking… all week. and batches of slime. Little monsters every day. Enjoy free same-day Pick up*
*Order before 12 noon
68
BIG W – Brand Guidelines 09.2 Optimising our TOV across the business Version 3 — July 2021
Tone of voice
Optimising our TOV across the business
Social Engagement Social Customer Service Digital Product Content Website
Conversational Conversational Conversational Conversational
Insightful Insightful Insightful Insightful
Cheeky Cheeky Cheeky Cheeky
Helpful Helpful Helpful Helpful
We are conversational, not corporate, We’re real people here to help you; We are friendly and relatable. We are down-to-earth but light-hearted.
in order to draw people in. friendly and approachable.
Insightful Insightful
We demonstrate an understanding of how We understanding our customers’
We get parenting and show this We solve the situation by empathising our products fit into our customers’ lives. needs and help them navigate.
in everything we do. with the customer’s circumstances.
Cheeky Cheeky
Cheeky Cheeky
Our focus is to be informative, but a little We can start being more playful
We have permission to play, so let’s use a We are polite and authentic, often cheek can demonstrate that we get the and light-hearted.
little humour to bond with our customers. pacifying/solving the situation. playful side of life.
Helpful
Helpful Helpful Helpful
We provide useful and simple directions
It feels authentic, offering relevant We focus on solving the problem by We provide useful/factual information to to help people navigate our site.
solutions for mum’s ‘big days’. being useful, pragmatic and to the point. convey the quality/function of an item.
69
eDM Catalogue – Key Copy Line Catalogue – Descriptions Value Advertising
We are down-to-earth but light-hearted, Our chance to feel authentic. Our chance to feel authentic. Add some warmth to help a functional
drawing people in. message cut through.
We are real and honest, showing that We are real and honest, showing that
We understand the small things that we get parents’ ‘big days’. we get parents’ ‘big days’. We want to show that we get it –
make up our customers’ ‘big days’. the wonderful world of parenting.
Cheeky Cheeky
Cheeky Cheeky
We choose these moments carefully – We choose these moments carefully –
Our opportunity to engage by seeing we don’t want it to feel forced or offensive. we don’t want it to feel forced or offensive. Retail can be very functional. We bond in
the playful side of life. the moment, giving a nod to the parents.
Helpful Helpful
Helpful Helpful
We show how our products solve We show how our products solve
Show customers that we have everything for family life. for family life. We are simple and clear.
they need for their ‘big days’.
70
Team Communications PR Store – POS Store – Directional / Wayfinding

A B
A. Change/business – simple and direct, e.g. store closures. We are warm and friendly, spicing things up We want to draw people in, Focus on being practical and providing
with an air of excitement when appropriate. feeling warm and inviting. information, but can still be warm and inviting.
B. Engagement/fun – playful and light-hearted, e.g. #iwearbigw
Insightful Insightful Insightful
Insightful
We demonstrate a true understanding of We want to show that we get it – We want to show that we get it –
Demonstrate an understanding of how family life to build credibility and trust. the wonderful world of parenting. the wonderful world of parenting.
the communications affect our teams.
Cheeky Cheeky Cheeky
Cheeky
When appropriate, we bond in the moment, Let’s be playful but avoid being obtuse – We can be playful but it needs to be
Not always the forum, we bring some giving a nod to the parents. everyone needs to get the joke. long-lasting and appropriate to all customers.
light-hearted play where appropriate.
Helpful Helpful Helpful
Helpful
We are about offering informative solutions. We are about offering informative solutions. Let’s make it super easy for our customers –
We deliver simple, informative and by being simple, direct and offering clarity.
motivational business info.
71
Tone of voice
Examples
Baby Easter Mother’s Day
How do such little people Chocolate for breakfast. Mum, it’s your one day off.
take up so much room? Yep, it’s Easter. Kind of.
Goodbye sleep-ins. Just like Christmas. Burnt toast. Cold tea.

Hello baby. But without the in-laws. Made with love.
Back to school Boxing Day Sales Valentine’s Day
Routine, thank goodness You’ve stuffed yourself silly, Those three magical words:
you’re back. now shop yourself silly. “Pass the chocolates”.
First day tears, begone. Hot prices, and really, really, Better book the babysitter.
cool air-con. It’s Valentine’s Day.
Lunches. Homework. Soccer. Piano.
And that’s just Monday. It’s everything you didn’t find The night you get
under your tree. to talk like adults.
72
BIG W – Brand Guidelines 09.4 Our platform line Version 3 — July 2021
Tone of voice Headline Tagline
Our platform line

Every day’s
a big day.
‘Every day’s a big day’ is the glue that
holds the platform together. It will appear:
• As a headline in the platform launch

and brand campaigns.
• As a tagline without full stop when
the hierarchy calls for another
leading message.
• Within the copy. Within the copy
• Within the copy in shorter form

– i.e. “big days”.
• In its original form until it is well-
established. When consumers become
Because we know every day’s a big day,
we’ve introduced free Pick up to make
familiar with the line and instantly
connect it to BIG W, we have licence
to play with the words.
• In a voice over after BIG W.
Punctuation
Do punctuate the headlines. They
require a more human tone of voice
them a little easier.
and unique phrasing.
Within the copy in shorter form (e.g. Starting school) Voice over
We know first days Halloween at BIG W.

are bi g days. Every day’s a big day.
73
BIG W – Brand Guidelines 09.5 Voice overs Version 3 — July 2021
Tone of voice
Voice overs
Kate Worsley Kate will be the most-used voice for our brand, she has a warm
Mum and playful voice, like a friend you can trust. She can be warm
We have selected a core group of talent to and motherly or a chatty friend with a knowing word to share.
become the familiar voices of BIG W in all
television, radio and audio deliverables.
The talent represents members of a family,

they are conversational and relatable.
We want them to speak to our audience as TBC There’s more to dads than just dad jokes, but we do like to use the
a friend and never shout or be too salesy.
Dad odd one when it fits. We all know that in a modern family dads are
just as involved in keeping the cogs turning. Our friendly male voice
over is used when it fits the script, product or service.
Ginger Cremin Children are at the heart of family, we will use a child to add fun and
Child play off our other talent when the script permits. However, a watch
out when using children is them reading product and price. Kids
selling stuff doesn’t always sound right, so use it sparingly, if at all.
Kim Knuckey Family comes in all ages, so let’s not forget the grandparents, they
Grandpa add great warmth and character with an intriguing wink of the eye.
74
10.1 Overview 76
10.2 Lifestyle 77
10.3 Studio: Talent 78
10.4 Studio: Product 79
Photography
A distinctive natural photographic
style has been created to portray
BIG W’s vision and brand values.
75
Photography
Overview
Our photography should be perfectly

imperfect... it should reflect slice of life
family moments inspired by documentary
family photography. We want parents to
see themselves in the picture, showing true
insights into family life. But we must never
get too real, gritty or sad, let’s stay upbeat,
fun and cheeky.
Shots will be bright, vibrant and have

uncluttered backgrounds to ensure they
stand out in-situ or employ a shallow depth
of field to achieve the same result. Space
for headlines will be considered.
BIG W products will feature as both hero

and background elements.
76
BIG W – Brand Guidelines 10.2 Lifestyle Version 3 — July 2021
Photography
Lifestyle
Talent
Everyday Australians who are happy,
healthy and relatable to families.
We don’t want models we want real
characters, genuine expressions and
it’s charming to remember that little
kids often have missing teeth.
We also represent all Australians, so a

realistic mix of age, gender and ethnicity
is key. But it’s not about hitting a quota,
choosing the best talent comes first.
Location
Familiar and recognisably Australian.
A well-loved kitchen, a sunny balcony,

a leafy backyard, a soft green lawn, a
comfy lounge or bed. We’re not looking
for anything too fancy or trying too hard
to make a statement. We’re looking for a
sense of environment rather than anything
too distracting. It will feel inspired but
accessible, the BIG W products featured
tastefully throughout will add the warmth
and make everything feel like home.
77
BIG W – Brand Guidelines 10.3 Studio: Talent Version 3 — July 2021
Photography
Studio: Talent
For all studio photography, we want to

complement our lifestyle images, be candid
and perfectly imperfect, add a sense of
playfulness and a human touch. Use our
own products as props that tell the story
of family life.
78
BIG W – Brand Guidelines 10.4 Studio: Product Version 3 — July 2021
Photography
Studio: Product
Let’s add a little mess to bring some

life to products, a spill of popcorn, a
few scattered pegs. And we can also
experiment with product layouts,
create a circle pattern every now
and then, a nod to our branding.
All deep-etched photography
must have a holding shadow.
This includes all P&P work.
Please note these images

are for reference only and
are not licensed for use.
79
11.1 Placement 81
11.2 Placement approach 82
11.3 Scale 83
11.4 Crop guide 84
11.5 Brand photography & dots 85
11.6 Secondary colour dot placement 86
Dot system
11.7 Product photography & dots 87
11.8 Brand photography integration 88
11.9 Shadow creation 89

Welcome to the wonderful world of 11.10 Typography & dots 90
dots. They bring a bit of magic to 11.11 Incorrect use 91
simple layouts, they’re playful in nature
and dynamic in movement and shape.
This section outlines how best to
use them. Don’t be scared. Be bold.
80
BIG W – Brand Guidelines 11.1 Placement Version 3 — July 2021
Dot system
Placement
The dot system is designed to be dynamic

in function and should be integrated with
the talent/products. We recommend using
these guidelines when determining your
dot placement.
Usage guide
• Per execution; two-dot minimum and
four-dot maximum including the BIG W
logo dot.
• Make sure the BIG W logo is included
in the dot count. For example, when
the logo is present on artwork only
a maximum of three additional dots
are permitted.
• Always hero the headline and
photography. Dots should be
a secondary element.
• Do not overcrowd the layout with too
many oversized dots – obstructing talent
and product. Keep the sizes proportional
and balanced.
81
BIG W – Brand Guidelines 11.2 Placement approach Version 3 — July 2021
Dot system 2-dot framing guide 3-dot framing guide 4-dot framing guide
Placement
approach
As a general guiding rule when applying
placement for the dots around the main
subject matter (talent/product) think of
these dots as a ‘frame’.
To be dynamic and function with the talent/

products, we recommend using these
examples as a guide when determining
your dot placement.
2-dot example 3-dot example 4-dot example
82
BIG W – Brand Guidelines 11.3 Scale Version 3 — July 2021
Dot system 2-dot scale guide 3-dot scale guide 4-dot scale guide
Scale
The creative will dictate the scale of each

dot and placement but you can use these
examples as a guide for consistency. Scale
down from the largest circle proportionally.
Please keep in mind these scales are to be used as
a guide. Your scaling and placement will largely be
determined by the creative you’re working with.
100%
100%
100%
80%
70%
60%
50%
30% 15%
83
BIG W – Brand Guidelines 11.4 Crop guide Version 3 — July 2021
Dot system
Crop guide
On any given brand touchpoint, there Example 1 Example 2 Example 3

are a few key guiding principles on how
to apply the dots, including how you crop
individually and collectively.
Max/Min number (brand)

50%
• No more than four dots 80%
• No fewer than two dots
Usage
• The dots can crop on a maximum 75%
of three sides per execution, as shown
in examples 1-3
• To prioritise imagery and copy –
the dots act as complementary design
elements and should work around
imagery and copy 90% 90%
• Try to crop only one dot per side
75%
70% 20%
84
BIG W – Brand Guidelines 11.5 Brand photography & dots Version 3 — July 2021
Dot system
Brand photography
& dots
When integrating the dots with brand
photography ensure that key areas are not
obstructed (faces/products).
Dots should feel integrated within the

imagery. This can be achieved by creating
depth through different sized dots and
layering them in the foreground and
background of the image.
We always aim to integrate at least one dot

into the background of the image/layout.
This is achieved through adding a shadow
to the dot when placed directly behind a
person, product or object.
85
BIG W – Brand Guidelines 11.6 Secondary coloured dot placement Version 3 — July 2021
Dot system 2-dot framing guide 3-dot framing guide 4-dot framing guide Incorrect use
Secondary coloured
dot placement
When applying the secondary dot colour
into your layouts, make sure to keep a
good balance with the cobalt.
As a general rule we use cobalt to hold the

headline and the secondary coloured dots
as details for out of store comms. Whereas
in store, the secondary colour can be used
to hold headlines and tactical messaging.
This is to ensure the correct weighting of
primary and secondary colours are used
in both in and out of store environments.
For details on weighting of colour, see the

colour use scale on page 26.
Try not to bunch one colour together, use

these examples as a guide.
86
BIG W – Brand Guidelines 11.7 Product photography & dots Version 3 — July 2021
Dot system
Product photography
& dots
When integrating the dots with product
photography ensure that the product sits
in front of the dots.
Holding shadows are to be applied to

products to give the illusion they are sitting
on a flat surface.
Dots should feel integrated within the

layout. This can be achieved by creating
depth through different sized dots and
layering them behind our key products.
If a dot sits directly behind a product, the

dot must feature a shadow to help build
depth within the layout.
87
BIG W – Brand Guidelines 11.8 Product photography integration Version 3 — July 2021
Dot system
Product photography
integration
Another way the dot system can be
integrated with product is to embed them
into the same scene.
This can be achieved by creating depth

through using the dots as a ‘window’ or
‘hole’ from which parts of the product can
come in and out. This can also be done for
the human element. See example
with NutriBullet.
Ensure, when using this method, that the

product shot and messaging are clear,
and that key parts of the product are not
obstructed or compromised in any way.
88
BIG W – Brand Guidelines 11.9 Shadow creation Version 3 — July 2021
Dot system
Shadow creation
The addition of shadows to the dots is an

important part of the artwork process.
The simplest and most effective way to

create shadows is by following the steps
below in Photoshop.
1. Deep-etch the person/product to appear

in the foreground of the application,
then separate the person/product onto
their own layer above the background.
2. Place a dot between the two layers and
position accordingly.
3. On a new layer above the dot, create
a layer that is a solid black fill of the
deep‑etched area.
4. Set the layer blend space to multiply
and apply a Gaussian blur to the layer.
Experiment with the radius setting until
you achieve the desired shadow.
5. Using the shape of the dot, create a
layer mask for the shadow.
6. Consider angle of light source. The cast
shadow should go in the same direction
as other shadows in the photograph.
89
BIG W – Brand Guidelines 11.10 Typography & dots Version 3 — July 2021
Dot system
Typography
& dots
Intersection point Intersection points
Our typography has been designed to

work in combination with imagery and
Get more
copy with our dot system as a support
element. Therefore, copy legibility is
giggle time.
of the utmost importance. Headlines
do not have to sit over a dot if it is
already legible over the image.
You’ll love
With legibility in mind, there are a number
of ways our typography and dot system
can interact.
Shop Online & Pick up.
Usage
our one-stop
party shop.
• Headline copy can overlap with dots
anywhere from 10% to 100%
• When overlapping, ensure that
intersection points are visually
comfortable (see examples)
• Copy can hang outside of dot
providing legibility is not affected.
10% Overlap 85% Overlap 100% Overlap
90
Dot system 1 2 3
Incorrect use
Get more You’ll love
1. DO NOT set type or dots over key areas
giggle time. our one-stop
of imagery (faces, etc.)
2. DO NOT overlap type and dots too close
Shop Online & Pick up. party shop.
to the edge
3. DO NOT hang type outside of dot if it
creates legibility issues
4. DO NOT place dots too close to
each other
5. DO NOT have dots that are too similar
in scale
6. DO NOT crop more than 90% of the dot
4 5 6
91
12.1 Overview 93
12.2 Pick up 94
12.3 90 day returns 95
12.4 Stock check / Lay-by 96
12.5 Delivery 97
12.6 Alignment and line thickness 98
12.7 Examples 99
Service Icons
Guide to use of our 'Shopping made
easier' icons.
92
BIG W – Brand Guidelines 12.1 Service icons Version 3 — July 2021
Service icons Convenience
Overview
This suite of icons are used to communicate

our 'Shopping made easier' service
message.
This includes:
In store Pick up 90 day Lay-by
stock check returns
• In store stock check
• Pick up
• 90 day returns
• Lay-by
• Home delivery
• Fast home delivery options (2 day
delivery, Next day delivery and Same Delivery
day delivery)
Fast delivery options
Home delivery 2 day delivery
Next day
delivery
Same day
delivery
93
Service icons Stacked logo Horizontal logo Logo with supporting line
Pick up
Pick up icon should always appear with the

'Pick up' text in GT Big Walsheim bold. Pick up Pick up
There are 2 variations of the lock up -
stacked or horizontal. The bag icon without
the 'BIG W' logo can be used for small Need more me time?
Pick up
assets where legibility is an issue. Free same day
Pick up when you
shop online.‡
When 'pick up' is written in text form it
should always have a capital 'P' - 'Pick up'.
The supporting copy that can accompany

the lock up is: Restricted logo Incorrect use
'Need more me time? Free same day Pick
up when you shop online'.
OR
'Free same day Pick up.'
A disclaimer should be featured where

possible with the icon and above copy -
'Terms and conditions apply.
See bigw.com.au/pick-up for details'.
Incorrect use
Do not separate and resize the elements
within the logo. Do not place icon inside
circle. Can be used without BIGW logo
Pick up Pick up
when shown at a very small size,
94
Service icons Primary logo Primary logo with supporting copy Secondary logo - for use in smaller assets
90 day returns
The '90 day returns' logo comes in 2 main

formats. The primary logo encases all copy
within the main circle shape and is to be
used in print or digital material where all day returns
copy is clearly legible.
day returns
If you change your mind‡
‡
Terms and Conditions apply,
90 day
returns
see BIGW.COM.AU
for details.
The secondary logo is for smaller formats
where copy needs to be larger and easier
to read.

the lock up is:
'We give you 90 days to return a product if Secondary logo Horizontal - for use in smaller assets Secondary logo - with supporting copy Incorrect use
you change your mind.'
OR
'If you change your mind.'

90 day
See bigw.com.au/returns for details'. returns 90 day returns
Incorrect use
Do not separate and resize the elements
We give you 90 days to
return a product if you
day
within the logo. Do not place icon inside
circle.
change your mind.‡ returns
95
Service icons Stacked logo Horizontal logo Logo with supporting line
Stock check
and Lay-by
Stock check
Stock check icon should always appear
In store In store
with the 'In store stock check' text in GT Big stock check stock check
Walsheim bold.
There are 2 variations of the lock up - In store Plan your shop.
Search product
stacked or horizontal.
stock check availability at your
nearest BIG W store.
the lock up is:
'Search product availability at your nearest
BIG W store'.
Secondary logo Horizontal - for use in smaller assets Secondary logo - with supporting copy
See bigw.com.au/stock-check for details'.
Lay-by
Lay-by icon should always appear with the
'Lay-by' text in GT Big Walsheim bold.
There are 2 variations of the lock up - Lay-by
stacked or horizontal.
Lay-by
96
Service icons Standard Delivery Fast delivery options
Delivery
Home Delivery
The main truck icon can be used for all
delivery messages.
When referring to delivery / shipping, the
words 'home delivery' should always be
used in GT Big Walsheim bold. Home delivery 2 day delivery Next day Same day
Fast delivery options
delivery delivery
The truck icon with the additional lines is
to be used for any fast delivery messages,
these include:
• 2 day delivery
• Next day delivery
• Same day delivery
97
Service icons Print
Alignment and
line thickness
When showing icons together, align icons in
height as shown.
For digital assets, the line thickness is

increased so they can be clearer when
reduced to smaller sizes.
Web / Digital - thicker outline and can be resized down to smaller icons
98
Service icons Print
Examples $
12 Circuit
Mirror Slogan Tank
Sizes 8-18
$
15Circuit
Active Mesh
Insert Tee
Sizes 8-18
8
$
Circuit
ea
Mens Print
Crew Neck Tee
Sizes S-3XL
or Womens Active Tee
Sizes 8-18
We give you 90 days to return a

day returns 10
Circuit
Mens Seamless $
product if you change your mind. Circuit
Basic
Crew Neck Tees
or Twin Stripe Shorts
Sizes S-3XL
ea
For terms & conditions see bigw.com.au/returns. Crop Top

Sizes 8-18
$6
$
15 19
$
Circuit
Side Stripe
Leisure Shorts
Sizes 8-18
Circuit
3/4 Piped
Leggings
Sizes 8-18
$
10
$
6
WAS $10
Circuit
27/09/2017
Taped
Basketball Circuit
Need more me time?

Shorts
12
Active Bike
Sizes S-3XL
$
Shorts
Sizes 8-18
Pick up Free same day Pick up when you shop online. ea
For exclusions, terms & conditions see bigw.com.au/pick-up.

Longline
Need more me time? Circuit

Mens Basic Active Shorts
Sizes S-4XL
$
5 ea
Free same day 8 6

Circuit
Circuit Curve $ V-Neck Tank Sizes 8-18 $
Slub Tees Also available in
Sizes 16-26 ea Circuit Curve Sizes 16-26
Strappy
Pick up when you

shop online.‡ $
8 ea 8
$ $
8 ea
Racer Back WAS $10 Circuit WAS $15 B Collection WAS $12
Circuit Womens Womens
8 8
Mens Active Core Crop Seamfree
Circuit $ Circuit $ Circuit Circuit Polo Shirts
EQUIVALENT ACTIVE
POLO SHIRT - Leggings
EQUIVALENT CORE
CROP LEGGINGS - Crop Tops
EQUIVALENT SEAMFREE
CROP TOP -
Plain or Print Tanks Print or Plain Active Tees 7/8 Seamless Leggings Active Crop Tops Sizes S-4XL SEPT 2017 Sizes 8-18 DEC 2016 Sizes 8-16 MAY 2017
Sizes 8-18 ea Sizes 8-18 ea Sizes 8-16 Sizes 8-18
Colours and styles may vary by store. Colours and styles may vary by store.
Shopping made easier at BIGW.COM.AU ‡ In store Plan your shop. Search product
Pick up
Need more me time? Free same day Shop online and have your orders
2 ‡Terms and Conditions apply, see online for details. stock check availability at your nearest BIG W store. pick up when you shop online. Home delivery conveniently delivered to your home. 3
100119_ACTIVEWEAR_TAC_002_003.indd 2 13/12/18 1:40 pm 100119_ACTIVEWEAR_TAC_002_003.indd 3 13/12/18 1:40 pm
Digital
99
13.1 End frames 101
13.2 TVC P&P frames 102
13.3 DOOH 103
13.4 Digital display banners: animated 104
Motion
Things to consider when we add motion
online, on air or across DOOH.
100
BIG W – Brand Guidelines 13.1 End frames Version 3 — July 2021
Motion Family
End frames
Because family life is playful and

sometimes unpredictable there are three
versions of our end frame using the dots
in an abstract animation that represents
a family running about then coming
together (yes we did say abstract). The dots appear over the final frames of the TVC. They then swoop from left to right. Finally regrouping to create the end frame lockup.
The three different versions are called

Family, Bounce and Popcorn. Family is Bounce
to be the most-used animation across
brand TV commercials, digital posters
and digital display.
All three animations are rotated throughout

our retail TV commercials — when we run
3 x 10-second P&P edits in the same
ad break, each will have a different
end frame animation.
The dots appear over the final frames of the TVC. They bounce outwards and ricochet off the four walls. Finally regrouping to create the end frame lockup.
Popcorn
The dots appear over the final frames of the TVC. They burst out like popcorn. Finally regrouping to create the end frame lockup.
101
BIG W – Brand Guidelines 13.2 TVC P&P frames Version 3 — July 2021
Motion
TVC P&P frames
We don’t want the dots to steal the Christmas P&P

limelight from our products and prices.
Movement on these frames should be
subtle, a slight float on the dots and
products works best, leading to more
$5 $2495
SAVE $25
dynamic movement of the dots into Cadbury Sony
the end frame. Chocolate
Coated
Smartphone
$1ea
Headphone
Varieties 200g
Prices should pulse to match the timing Assorted $319

of the voice over. Christmas
Decorations
Samsung Galaxy
10.1" Tablet Bundle
Examples can be found in below links:
https://drive.google.com/file/
d/1t3inhksxUISIYgRy_mjdUOb9Jwny5k6L/ Back to school P&P
view?usp=sharing
https://drive.google.com/file/
d/1DrVkIX1kPNWIxQJwMFW81bQw7pMjI-To/
view?usp=sharing
$4ea
Brilliant Basics
$12ea0
UHU Stick
$8ea
SAVE $7
Kids School Polo Glue Stick 40g
2 Pack Smash
8-Piece
Lunch Pack
102
BIG W – Brand Guidelines 13.3 DOOH Version 3 — July 2021
Motion
DOOH
Digital out of home posters have some Frame 01 Frame 02 Frame 03 Frame 04
movement without taking away from
the product and price. We can use a
$19
cinemagraph effect with photography,
the price pulses, the dots can have some
subtle float and we use the animated
end frames where possible.
Seven second posters should have no

more than 2 frames. Brilliant Basics
Girls Mary Jane
School Shoes
$350UHU Stick
Glue Stick 40g
Make day
one easier.
103
BIG W – Brand Guidelines 13.4 Digital display banners: animated Version 3 — July 2021
Motion
Digital display banners:

animated
Make sure our dots don’t steal the thunder Option 1: Inclusion of coloured dots using secondary palette Option 2: Clean end frame with no additional dots
of what we are showing (product and
price). Our banner end frame should mirror
the dynamic nature of our TV end frames
where our dots move freely and playfully.
There are two ways to approach this:
• Continue the integration of dots into

the last frame. This generally refers to
the additional secondary coloured dots
used, i.e. mint for Pets or ice blue for
Back to School. However be mindful to
keep clear space around the lockup.
• If file size doesn't allow for our end frame
animation we can resolve on the clean
end frame without the addition of the
secondary colour palette, just the cobalt
logo on the cool grey, potentially with
the inclusion of a CTA button.
104
Social 14.1 Brand supers
14.2 Panels
106
107
Specific treatments for 14.3 R

estricted logo size 108
for social content
social platforms.
105
BIG W – Brand Guidelines 14.1 Brand supers Version 3 — July 2021
Social
Brand supers
Supers for social videos should follow

these examples when the video is full bigwaustralia bigwaustralia bigwaustralia bigwaustralia
Sponsored Sponsored Sponsored Sponsored
screen. Try to keep them feeling dynamic
by incorporating the dots, but always
ensure the supers are legible.
This is our preferred treatment of

social supers. From
shirts
To lunch
boxes
Your one-stop
Back to School shop
106
BIG W – Brand Guidelines 14.2 Panels Version 3 — July 2021
Social
Panels
When the footage does not fit the 9:16

ratio full screen, we can use curved panels bigwaustralia bigwaustralia bigwaustralia bigwaustralia
Sponsored Sponsored Sponsored Sponsored
to provide a smaller area for the footage
and hold supers, giving us more flexibility.
The panels consist of an enlarged dot
which nods to our design system and Your one-stop
feels dynamic. Back to School shop To stationery
From uniforms
107
BIG W – Brand Guidelines 14.3 Restricted logo size for social content Version 3 — July 2021
Social
Restricted logo size

for social content
Organic content is not affected by the Facebook Carousel Download the complete Big W Social Guidelines
20% text rule however we are unable
to include our platform line on our end
frame, therefore the logo on its own
should be used.
Please reference the BIG W Social Design & Content guidelines for
Customisation of end frames on organic more in depth details on social design, delivery and activation.
content creative assets is not feasible.
They are automatically generated based < Insert link to the BIG W Social guidelines here >
on the profile picture of the account.
108
Music
15.1 Signature song 110
The right music can make

an emotional connection
with our audience effortlessly,
and help them know we truly
understand them.
109
BIG W – Brand Guidelines 15.1 Signature song Version 3 — July 2021
Music
Signature song
The Turtles
Happy Together
Our hero song is “Happy Together” by The
Turtles, the happy melody and warm lyrics
speak to togetherness and inspired love.
The track has been re-recorded using

a lead male vocal and chorus including
female and children to deliver a joyful
family feel. Different versions of the track
have been created for Brand, Christmas
and Back to School.
Usage
MEDIA: FTV/Pay TV, Out of Home,
Cinema, radio & online including social
media & paid pre-rolls.
Usage expires (5/9/2020)

TERM: 12-month usage from first
on-air date (5/9/2019).
ZONE: NATIONAL AUSTRALIA ADDITIONAL

USAGE: FULL TRACK up to 3mins, for only
on hold, in store radio, internal/external/
online events/trade shows DOES NOT
ALLOW FOR A LYRIC CHANGE.
For further details on usage agreement

and or rollover options please contact the
M&C Saatchi Account Service team.
110
Compete:
16.1 Overview
16.2 Digital
112
114
Back to School
16.3 In store 120 In this section you will see our new design
16.4 Catalogue cover 129
system in all its glory. Dots and all.
111
Compete application: Back to School Please never recreate these layouts, MASTER TEMPLATES including
packaged logo files are available via the Brand team.
Overview
MREC Digital Banners eDM DOOH Portrait
Put your For projects

Back to School
$350 UHU Stick
best feet that magically Glue Stick 40g
forward. appear.
First day
tears, Routine,thank
Girls Mary Jane
begone.
School Shoes
goodness
SHOP NOW
you’re back.
Back to School Back to School Clarks School shoes - $12 each Uhu Glue stick - $3 each Shop in store or online
Shop Now Shop Now Shop Now Shop Now Shop Now
While stocks last While stocks last While stocks last While stocks last While stocks last
$19
Brilliant Basics
Girls Mary Jane
School Shoes
Put your
best feet
forward. 112
packaged logo files are available via the Marketing Design team.
Overview: in store
Window banner EAS gates Inspiration zone
Back to School
First day
tears, Back to
begone. Every day’s
a big day.
School
Dog bone / FOS hanging banner
Every day’s
a big day.
113
BIG W – Brand Guidelines 16.2 Digital Version 3 — July 2021
Digital Banner:
MREC & Mobile
MREC: 300px x 250px MREC Mobile Banner
Mobile Banner: 320px x 50px
First day tears,
begone.
First day
tears,
$19
Brilliant Basics
School Shoes
SHOP NOW
begone. Girls Mary Jane

School Shoes
$350 UHU Stick
40g
SHOP NOW
SHOP NOW
$350 UHU Stick

Glue Stick 40g
SHOP NOW SHOP NOW
114
Digital Banner:
Halfpage
300px x 600px Halfpage
$19Brilliant Basics
Girls Mary Jane
School Shoes
SHOP NOW
$350
UHU Stick
Glue Stick 40g
Make day SHOP NOW

SHOP NOW
one easier.
115
Digital Banner:
Leaderboard
728px x 90px Leaderboard
Back to School

School Shoes
SHOP NOW
$350 UHU Stick

Glue Stick 40g
SHOP NOW
SHOP NOW
116
DOOH:
Portrait
1080px x 1920px
Back to
School $19 Brilliant Basics
Girls Mary Jane
School Shoes
$350
UHU Stick
Glue Stick 40g
117
eDM
Routine,thank
goodness
you’re back.
Routine,thank
goodness
you’re back. $19
Brilliant Basics
Girls Mary Jane
School Shoes
Put your
best feet
forward.
Girls Mary Jane
School Shoes
Put your 118
best feet
Facebook Carousel
Put your For projects

best feet that magically
forward. appear.
Back to School Back to School Clarks School shoes - $12 each Uhu Glue stick - $3 each Shop in store or online
Shop Now Shop Now Shop Now Shop Now Shop Now
While stocks last While stocks last While stocks last While stocks last While stocks last
119
BIG W – Brand Guidelines 16.3 In store Version 3 — July 2021
Hanging aisle
banner
1170mm x 1570mm
Every day’s
a bi g day.
At least shopping
for school is easy.
120
Dog bone / FOS
hanging banner
4000mm x 800mm
Every day’s
a big day.
121
EAS gates
590mm x 1470mm
Back to
Every day’s School
a big day.
122
Large Wings
Graphic treatment
350mm x 1420mm
Back to Back to Back to Back to

School School School School
Front Reverse Front Reverse

123
Large Wings
Photographic treatment
350mm x 1420mm Back
Backtoto Back
Backtoto Back
Backtoto Back
Backtoto Back
Backtoto Back
Backtoto Back
Backtoto Back
Backtoto
School
School School
School School
School School
School School
School School
School School
School School
School
essentials
essentials essentials
essentials lunches
lunches lunches
lunches uniforms
uniforms uniforms
uniforms stationery
stationery stationery
stationery
Front Reverse Front Reverse Front Reverse Front Reverse
124
Small Wings
Graphic treatment
350mm x 1115mm
Back to Back to Back to Back to

School School School School
Front Reverse Front Reverse
125
Inspiration Zone
Front Banner – double-sided same artwork
Front banner
Back to School
Rear Banner – double-sided same artwork
Gondola Header Card 1 – double-sided same artwork Gondola Header Card 2 – double-sided same artwork
126
Window banner
2400mm x 3000mm
First day
tears,
begone.
127
Easel
1070mm x 1550mm
First
day
tears,
begone.
128
BIG W – Brand Guidelines 16.4 Catalogue cover Version 3 — July 2021
Catalogue cover
$25 $25 SAVE $2
SAVE $2 Carribee
Classic Backpack
Carribee Capacity 26L
Classic Backpack
Capacity 26L
$
Back to $10
School
SAVE $2
$15
SAVE $2
Brilliant Basics
Girls School
Sport Skirt
Brilliant Basics
School Shirts
2 Pack - White
Back to $10
School SAVE $2
Brilliant Basics
Girls School
Sport Skirt
$79 Canon PIXMA
Home Printer
All-In-One
$14 Stabilo Boss
Highlighter
8 Pack
$5
SAVE $5
Bonds
Sports Socks
4 pack
29 Jan - 13 Feb 29 Jan - 13 Feb
129
17.1 Mid-year Sale 131
Boxing Day Sale 131
Black Friday 132
Cyber Monday 132
Big Brands You Love 133
Click Bonanza 133
Click Frenzy 133
Baby 134
Pets 135
Book Week 135
Book Bonanza 129
Compete
New Year 136
Easter 2021 136
Toymania 136
go-to guides.
Halloween 136
Back to School 137
Father’s Day 137
Mother’s Day 138
The following pages are a useful Valentine’s Day 138
tool for you to use when locating Beauty 138
the correct colours for each compete Christmas 139
event throughout the year. Free Books for Kids 140
Easter 2020 141
130
BIG W – Brand Guidelines 17.1 Compete go-to guides Version 3 — July 2021
Compete go-to guides
Mid-year Sale, Cobalt Navy Cool Grey Sale

Red is the additional colour used for major sale events. There is no
need to lead with full bleed photography for sale unless there is a
Boxing Day Sale specific need. Product, price and headlines are indicative only.
$99 SAVE $11
FitBit
Inspire Fitness
Watch Black
4-day sale.
Self-control
not included.
$49
SAVE $2
Sunbeam
Kettle 1.5L
131
Black Friday, Cobalt Navy Cool Grey Lead Grey

Lead grey is the additional colour used for Black Friday and Cyber
Monday events. Product, price and headlines are indicative only.
Cyber Monday
$599SAVE $49
Dyson
V7 Animal Origin
Cyber Cordless Vacuum
Monday.
Tick the list
off early
and save.
Please note this image is

for reference only and is
not licensed for use.
132
Big Brands, Cobalt Navy Cool Grey

There is no additional colour used across these events.
Product, price and headlines are indicative only.
Click Bonanza,
Click Frenzy
$99FitBit
Inspire Fitness
Watch Black
NEW
Fill the SUV
with the
big brands
you love.

133
Baby Cobalt Navy Cool Grey Lilac

Lilac is the additional colour used for all baby events.
$2Heinz Baby
Strawberry & Vanilla
Custard 125g
Goodbye
sleep-ins.
Hello baby.

134
Pets, Book Week, Cobalt Navy Cool Grey Mint

Mint is the additional colour used across Pets, Book Week and Book
Bonanza events. Full bleed photography is optional in these events.
Book Bonanza Product, price and headlines are indicative only.
$4ea50
Pedigree
Dry Biscuits
2kg
Treat all
your furry
friends
and foes.
NEW

135
New Year, Easter 2021, Cobalt Navy Cool Grey Amber

Amber is the additional colour used across all Halloween and
Easter events. Product, price and headlines are indicative only.
Toymania, Halloween
$330
SAVE $1
Skittles
Fruits Share Bag
200g
There’s
going to be
some sticky
doorbells.

136
Back to School, Cobalt Navy Cool Grey Ice Blue

Ice blue is the additional colour used across all Back to School and
Father’s Day events. Product, price and headlines are indicative only.
Father’s Day
$19
SAVE $2
Brilliant Basics
Girls Mary Jane
School Shoes
First day
tears,
begone.
137
Mother’s Day, Cobalt Navy Cool Grey Salmon

Salmon is the additional colour used across all Mother’s Day,
Valentine’s Day and Beauty events. Product, price and headlines
Valentine’s Day, are indicative only.
Beauty
$29Glossier
Face Wash 150ml
Mum, it’s
your one
day off.
Kind of.
138
Christmas Cobalt Navy Cool Grey Gold Foil

Texture
The gold foil texture is the additional colour used across all Christmas
events. Product, price and headlines are indicative only.
Thousands
of gifts
under $30.
For when
you really
need two. $19 Dino-Roar
Plush Toy
139
Free Books for Kids Cobalt Navy Cool Grey Aqua

Aqua is the additional colour used across all FBFK events.
Squidge Dibley
Destroys History
Mick Elliott
Free Books
for Kids is
back. Shhh.
140
Easter 2020 Cobalt Navy Cool Grey Easter Teal

(2020)
Easter Teal is the additional colour used across all Easter 2020 events.
Please note that Easter Teal

is only to be used across
Easter 2020 events.
$5ea
Easter will move from Teal
to Amber in 2021.
Cadbury
Milk Chocolate
Bunny
Treats for
every bunny.
141
Version 02 February 2021
Contact
For further information please contact:
Jennie Ko
Marketing Design Manager
jko@bigw.com
0481 293 048
Gina Otalvaro
Design Lead
gotalvaro@bigw.com
0411 254 447

Brand Guidelines: Version 03 July 2021

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Brand Guidelines: Version 03 July 2021

Uploaded by

Copyright:

Available Formats

Version 03 July 2021

Welcome to your BIG W Brand Guidelines.

Within these pages you will see our new

brand personality and the brand 02.3 Personality attributes 06

platform line we have established

Family life. There’s mealtime, bathtime, storytime,

And that’s just Monday!

But it’s the reward from these things which

And BIG W is always here with

BIG W. Every day’s a big day.

What it is What it isn’t

An honest portrayal of parenting – our view on A rose-tinted portrayal of parenting –

BIG W understands family life and is here to help

We’re your favourite aunt –

We’re a breath of fresh air,

We’re familiar, like family

We’re trusted, know the history,

Please note this image is for reference

03.2 Primary logos 09

03.3 Cropped logos 10

03.4 Correct logo size 11

03.5 Secondary logo 12

03.6 Restricted use mono logos 13

03.7 Incorrect use 14

You guessed it, our BIG W logo is the face

Our logo should be used for everything

There are two versions of the primary logo:

The primary logo is used for internal

Top and bottom safe zone only

Logos One-sided cropped logo DOOH Halfpage 300px x 600px

The most common use for the one-sided

The two-sided cropped logo should only be

To work out the maximum crop on the dot,

width of the ‘I’ as seen adjacent.

Logos Portrait example – A4 Landscape example – A4

Correct logo size

To keep consistent, use the ratio 1:7 as

Once you have determined the correct

Logos Catalogue cover Website header

There is a version of the logo where the

Logos Reversed mono and outline Mono and outline

Applications may include corporate comms,

Now here’s what NOT to do. 1 2 3 4

Placing the logo over imagery 9 10 11 12

04.2 Horizontal platform lockup 17

to correctly use the lockup and logo

04.6 Incorrect use 21

Platform lockup alignment

On the right-hand side of this page you

between platform logo and not anchored in each corner.

line and logo

To determine the maximum amount

Once you have correctly placed your

Correct use of lockup

Platform lockup breakdown

On the right-hand side of this page

Please never recreate these layouts,

MASTER TEMPLATES including packaged logo

SHOP NOW SHOP NOW

Correct scale of elements

height of BIG W as seen in example B.

On the right-hand side of this page

The Facebook Carousel is provided

03.4 Correct logo size 11

03.6 Restricted use mono logos 13

03.7 Incorrect use 14

04.6 Incorrect use 21