The town of Oatlands is dominated by the graceful form of Callington Mill, unique in the Tasmanian Midlands. It seems only natural that any identity for Oatlands should also feature the mill at its heart.
The elements that surround the mill – form, type and colours – have received a modern treatment, ensuring that the identity will serve Oatlands into the future, as well as paying homage to its fascinating past. The whimsical dotted line alludes to the journey, physical and otherwise, that visitors undertake when making their way through Oatlands.
A broad suite of materials carries the identity: promotional flyers and posters, booklets and brochures, wayfinding signage, interpretation materials and merchandise.
With this in place, we were given an additional commission to create a number of linked identities for the town’s principal historical features: the gaol, the court house, the military precinct and the heart of the town, the newly restored Callington Mill. It has been an interesting journey. The elements of the original logo – form, typography, colours, and even the dotted line – have all been robust enough to work in new combinations for each of the new designs.