Welcome to Dapto Leagues Club's Brand Tools. This comprehensive toolkit is your compass for crafting your brand's identity, maintaining consistency and exploring the limitless possibilities of thoughtful, intelligent design. Dive in and discover the building blocks that define your brand, empowering you to tell the story of DLC.
As Dapto Leagues Club enters a new era, we need to ensure the brand authentically captures and communicates who we are. This is a story we can share with confidence, clarity and consistency. We call this storytelling our Brand Strategy or our Brand DNA.
The heart of Dapto.
We’ve always had an open door – warm and welcoming to all, family-friendly and deeply ingrained within the community. We’re a community too, defined by our people in all our diversity.
A team culture.
Like our beginnings – we’re a team. We have each other's back, pitching in, helping out, and genuinely caring about each other. In short, we’re about bringing people together.
We’re normal!
We don’t pretend to be anything we’re not. And why would we? There’s nowhere else like our club. No pretence. We celebrate what makes us unique by simply being ourselves.
Sporting heritage.
We’re active people, and that makes sense because our club was born on the sidelines of the footy field. We still sponsor various teams today, and we continue to value health and wellbeing.
Active in the community.
We’re invested in Dapto. As its population grows, we want to continue to play a central role in its development as a place where its people can come together. We support our community.
We don’t sit still.
We continue to evolve our club, with new spaces and experiences that cater to changing needs and new generations. We can always do more and do better.
Set a high bar.
We don’t do things by halves. At Dapto Leagues Club we’re known for both the scale of our vision and our attention to detail. In everything we do, we uphold high standards of excellence.
Consistently wonderful.
We deliver a consistent experience. That’s critical for our club – while we evolve, we remain reliable. A place that’s convenient, safe, and always with a sense of belonging.
Local support.
We are committed to those we support. We don’t often publicise this support – because that’s not why we do it. We see a need, help out however we can, and simply get on with it.
Good cheer.
Let’s not forget why we’re here. To have a great time! Our spaces are filled with laughter, friendship and fun. Every visit should brighten the day.
Loves a chat.
We love a good yarn. At the bar, around a table, over a coffee, morning to night. A club is built on great stories, and we are here for them all.
A special place.
Whether a special celebration or a regular meet-up with friends, we mean a lot to many people. Amid the fun, that’s something we never forget.
At Dapto Leagues Club, we welcome all. In everything we do, we step up, take pride and always have fun.
No spin. No need. We simply speak and act as ourselves. We use inclusive and accessible language. We're normal.
We are always on the go. We show this through direct communication, short sentences, no fluff and getting to the point.
We show our pride in our club by doing everything to a high standard. Polished, proofread and pretty damn good.
There’s a rich vein of dry humour that runs through this place. Our stories are often told with a wink.
Our positioning is not (necessarily) a tagline – but it is what we use to define the brand. This is the authentic and ownable concept at the heart of who we are. It’s why people come. It’s what we deliver.
Dapto Leagues Club is more than a venue. It’s a community.
Since 1955, we’ve been the place where people come together, creating connections that feel like family in a place that feels like home.
From giving local support to celebrating life’s moments big and small, we’re proud to be the beating heart of Dapto.
For good company. For great times. For generations.
Here’s cheers.
Note
We use this version when we just need a paragraph. There’s no need to copy it word for word. Here’s cheers might not always be an appropriate sign-off. Use your judgement.
This is more than a venue. This is the beating heart of Dapto.
Since 1955, we’ve opened our doors to everyone — a home away from home where friends meet after a game, families gather around a table, and a community thrives.
This is where life comes together.
If these walls could talk, they’d tell stories of legends and laughter. They’d speak of the players who laid our foundation, of milestones celebrated, and of old mates remembered.
Our club is built on a legacy of friendship and fellowship.
From the cheers at the final siren of a local game to the quiet joy of a coffee with an old mate, big wins, small moments, familiar faces, and traditions treasured — countless memories are made right here every day in our small corner of the world.
We’re not just part of the community. We are the community.
We support it. We celebrate it. And we always give back.
It’s in our nature. This is simply who we are:
High standards of service, from down-to-earth people. Always evolving, but never forgetting where we started. Our spirit of fun and friendship has defined us since day one and will carry us forward, together, as a team.
Because some things never change. This is where people come first.
For good company. For great times. For generations.
This is our place to share. This is where we belong. Here’s cheers to Dapto Leagues Club.
At Dapto Leagues Club, our brand personality and our tone of voice are one and the same. The way we speak reflects exactly who we are: genuine, proud, active, and fun.
We don’t put on a show or use language that feels out of place. We sound the way we act — authentic, down-to-earth, full of energy, and always ready to celebrate the good times with our community.
Let’s get on the same page. What makes Dapto Leagues Club unlike anywhere else?
Hint: it’s not the parking, or the parmi. It’s our people. Over the years, we’ve cultivated a shared personality that reflects our shared values, stories and sense of humour.
This comes across in our marketing, our design, our staff behaviour – and our tone of voice.
This isn’t a rule book. It’s a handy guide for anyone who needs to tell our story, with some notes on how we like to sound, the words we use and the ones we don’t.
The long version
Dapto Leagues Club is more than a venue. It’s a community.
Since 1955, we’ve been the place where people come together, forging connections that feel like family in a place that feels like home. From supporting local projects to celebrating life’s moments big and small, we’re proud to be the beating heart of Dapto.
If the walls of our club could talk, they’d share endless stories of mateship, adventure, and time well spent together.
What began as a social club for the local footy team has grown into a vibrant dining and entertainment destination with over 30,000 members. We’re deeply ingrained in the community, from sponsoring local sports teams to providing support where it’s needed most, and a place where everyone is welcome.
It’s why we were founded, and it’s how we work today. We are a team. At Dapto Leagues Club, people come first.
For good company, for great times, and for all generations.
Dapto Leagues Club is our place to share. This is where we all belong.
Note
You’ll notice the way we tell our story — seen here, and in the short version, and in the even longer manifesto version in the strategy section — we lean more into the emotion, the feeling and the vibe of our club, rather than being descriptive or boring. That’s because we want to give a sense of our character and what’s important to us before people even step foot inside. If you’re stuck for story ideas and you need content, try to balance practical information with our overall brand story. Refer back to the pillars in the strategy section to find different angles to talk about Dapto Leagues Club.
No spin. No need. We speak and act as ourselves. Our language is natural, inclusive and easy to understand. So, our tone is never fake or flowery. We use everyday words and a down-to-earth tone that feels welcoming to all. When in doubt, keep it simple and real.
We wouldn’t say
“Our team delivers best-in-class hospitality experiences designed to delight.”
Instead, we’d say
“We love what we do — and we’re here to make sure you have a good time, every time.”
We’re always on the go. Our communication reflects that energy — direct, lively and clear. We use the active voice wherever possible, with short sentences, no fluff, and a focus on doing. We sound engaged and ready, without being rushed or abrupt. Re-read what you write, and ask yourself, can it be shorter?
We wouldn’t say
“Our club offers a comprehensive range of dining, entertainment and social options for your enjoyment.”
Instead, we’d say
“Grab a bite, catch up with mates, or settle in for a long one. Your night, your way.”
We take pride in everything we do — and it shows. Our communication should reflect our high standards without sounding boastful or over-the-top. We’re confident, polished and considered. Every word should feel like it’s been chosen with care. We proofread, polish, and aim to leave a good impression every time.
We wouldn’t say
“Hey guys, just letting you know we’re closed Good Friday LOL.”
Instead, we’d say
“Just a reminder, we are closed on Good Friday. We look forward to welcoming you back on Saturday.”
We don’t take ourselves too seriously. There’s a dry, playful sense of humour that runs through everything we do. Our tone can be light-hearted and told with a wink — but it’s never silly or cheesy. We like a bit of mischief, told straight. Keep it short, keep it smart, and most of all, keep it real.
We wouldn’t say
“Please be advised that the Tina Turner tribute show will commence at 7pm sharp.”
Instead, we’d say
“The Tina Turner tribute show kicks off at 7pm. Half price beers from 6pm? Simply the best.”
Our tone of voice is something that needs to be considered for each context. It’s also important to strike a balance between being too ‘fun’ and too proud.’ We want to show our ‘genuine’ and ‘active’ nature – but we also need to be professional first and foremost.
Let’s look at an example email:
Getting technical…
When you’re writing on behalf of Dapto Leagues Club, there are a few conventions to remember.
Dapto Leagues Club needs a capital D, L and C.
If you’re referring to the club, however, it can be written in lowercase.
We refer to ourselves more as a club or a community rather than a venue.
We don’t talk about pokies. (They come under entertainment.)
Go ahead and use contractions – you’ll love, we’re open, etc – to keep things casual.
Active voice means “We’re hosting footy” not “The footy is being hosted”. Shorter = better.
Less is more. Speaking of short.
Write about benefits, not features. Sell the sizzle, not the steak.
Chat GPT is handy, but get a human to proofread too. Ask someone to read what you write.
And above all else… be yourself.
You’re part of the team because we value your personality, your view of the world, your sense of humour, your hot takes and your consistent wonderfulness. Just be yourself.
As a wise man once said, the key is authenticity. Fake that and you’ve got it made.
In this section, you'll find details about Dapto's primary and secondary brandmarks. The brandmark design conveys our brand's boldness, while outwardly projecting a strong persona that reflects the club's heritage. The identity system honours our past whilst reflecting our commitment to our community and the future.
The Dapto Leagues Club’s primary brandmarks are designed to create a feeling of boldness and flexibility. They consist of the brandmark and logomark. They can appear in Royal, Canary, Stone, Mono or Reversed. They can also appear over an image, but should not be recoloured or altered to suit abnormal applications.
The primary lockups show the brandmark and logomark locked-up together as a cohesive unit. They can appear in Royal, Canary, Stone, Mono or Reversed. They can also appear over an image, but should not be recoloured or altered to suit abnormal applications.
The Dapto brand has also be adapted into a collection of secondary brandmarks. These are great for responsive formats and allows the user to maximise legibility and also recognisability for each size and type of communication the Dapto brand may require.
They can appear in Royal, Canary, Stone, Mono or Reversed. They can also appear over an image, but should not be recoloured or altered to suit abnormal applications
The secondary lockups also show the secondary brandmark and logomark locked-up together. They can appear in Royal, Canary, Stone, Mono or Reversed. They can also appear over an image, but should not be recoloured or altered to suit abnormal applications.
Clear space is used to ensure the Dapto brand is easily identifiable. Generally, these elements should sit well clear of other elements such as type. However, in smaller applications, the minimum clear space illustrated below should be observed. Note that clear space rules do not apply to the edge of a page.
In small scale applications there are two brand options available. One being the primary logomark where the Dapto D is hero, the secondary badge and secondary logomark can also be used for small scale applications, where maximising legibility is required.
The Dapto Leagues Club visual brand has been designed to evolve across touch-points with consistency, energy and fun. The brand consists of a number of marks and badges that can be used as required to complement the overarching design system.
Discover Dapto Leagues Club's colour palette, balancing strength, playfulness and a point of difference. As a part of the brand there is a primary palette and supporting secondary palette.
The Dapto brand has a diverse colour palette — balancing dark, mid and highlight colours across cool and warm tones. These colour pairings are preferred to ensure legibility whilst maintaining strong contrast and hierarchy.
This section outlines Dapto Leagues Club's typographic approach, showcasing a feature mono typeface, quirky condensed serif, paired with a modern sans serif creating a distinctive and contemporary brand personality.
Dapto Leagues Club’s feature typeface is Potomac. Potomac is a modern ALL CAPS typeface that is best used for feature headlines and/or key messaging and language when the copy requires attention and hierarchy prominence.
The brands secondary typeface is Feature Deck used in the condensed version. Feature Deck Condensed is to be used for featured copy when a more conversational tone is required. It can be used in sentence case and ALL CAPS. It pairs with Potomac, while providing a friendly and approachable look and feel for when copy requires.
The typeface weighs to be used are Light and Regular.
The Dapto brands body typeface is DM Sans.
DM Sans is a modern san serif and is best used for body copy and content that is more functional (and less conversational) and requires a clean and classic typeface.
DM Sans comes in a variety of weights, but is best used in regular, medium and bold.
Download DM Sans here for free.
The typography is an integral part of the Dapto brands visual language. The following examples display how the brand can play with typography, messaging and tone to create a playful and fun typographic expression.
The brand utilises a badge system that is a integral component of the Dapto Leagues Club brand. Quirky, fun and designed to reflect vintage DLC members pins and badges, these form an essential part of the visual brand.
Each badge features the DLC canary and core brand messaging and can be used across printed or digital promotional applications. They can be applied as linework in a single colour, or solid which uses a dark tone and a highlight tone.
The Dapto Leagues Club has a variety of applications and outputs to be developed. This section summarises the creative intent, and will be added to as the brand roll out is completed.
Shown below are the brand elements in application. Colour, typography and various iterations of the brand marks come together to showcase the DLC personality.
On social media the brand comes to life through bold colour, playful typography and energetic imagery.
Feel free to experiment and push the boundaries with these design elements. They are not just tools; they are stepping stones for your creative innovation.