It s time to come. Destination Downtown Fond du Lac Style Guidelines March 2009

Transcription

1 It s time to come Destination Downtown Fond du Lac Style Guidelines March 2009

2 Contents: [ A ] Introduction [ B ] Logo Identity [ C ] Color Palette & Typography [ D ] Imagery & Applications Capitalize on what makes downtown Fond du Lac special. The Downtown Fond du Lac Partnership has been working diligently on identifying perceptions of our downtown. What we found out is that there are some very positive things that make our downtown a great place for people to spend time. Thanks to a unique combination of attractions like the Children s Museum of Fond du Lac, Windhover Center, Fond du Lac Public Library and YMCA/Boys & Girls Club as well as parks, shops and restaurants Downtown Fond du Lac can be positioned as the place to gather, meet and connect. The message and logo we ve developed is called Come together. To share this message, a new brand identity has been created for our downtown. By supporting this downtown branding effort, we can all benefit from a strong unifying message that will strengthen our individual advertising and communications programs Page A1

3 Amy Hansen Downtown Fond du Lac Partnership Jenny Kranig BrownBoots Interactive, Inc Applying the brand message to your work. This style guide gives you some easy-to-follow rules for using and applying the new Come together. brand identity to your customer communications. If you have any questions about specific applications, please feel free to contact the Downtown Fond du Lac Partnership or our marketing partner, BrownBoots Interactive. In order to ensure consistent use of the Come together brand identity, we request that you submit a sample of projects for approval. Please specify your deadline requirements, and we will respond promptly. Page A2

4 Logo Identity Destination Downtown Fond du Lac

5 About the logo. The logo has been created using a specially modified font. As a brand logo, the phrase Come together. should not be typeset in any other font. The same is true of the identity line DOWNTOWN FOND DU LAC. The logotypes/lines should not be used independently. Always reproduce the logo from the master artwork. It must never be stretched, condensed or altered in any way. (See page B7) Page B1

6 About the logo. The logo was developed to be used in black, reversed white out of darker backgrounds and Pantone 316. One color. The single color logo was an intentional decision, allowing the logo to work within the communications of Downtown Fond du Lac businesses. There are three potential options for using this one-color logo. The logo and tagline may be executed entirely in Pantone 316 (See A) The logo and tagline may be executed entirely in 100% Black (See B) The logo and tagline may be in white. This option is to be applied when the logo must be displayed against a dark background (See C) Note: The example below (C) shows how the white logo reads off a dark background. It is not mean to imply that the logo can be used in a dark box as an alternative to the letterform without an integral background. Figure A Figure B Figure C Page B2

7 About the logo. Destination Downtown Fond du Lac promotional materials have been developed using custom illustration. Part of this illustration is a white background swipe. (See A) This artwork / element is available on the Downtown Fond du Lac website and can be used to create a white, clear space background, enabling the Come together. logo to be consistently applied in positive (black or Pantone 316). Figure A When necessary, the logo can be reversed. For readability, the background color must be a solid, saturated color. The logo should never overprint a photograph, or be reversed out of a photo background. Figure B Note: The example above (B) shows how the white logo reads off a dark background. It is not mean to imply that the logo can be used in a dark box as an alternative to the letterform without an integral background. Page B3

8 About the logo. White space is your friend, so always leave a minimum of clearance around the logo so that it doesn t get lost in the ad or brochure content. For applications where the page or ad size is larger than 5 x 5 square, we specify a clear space allowance equal to the height of the logo s FOND DU LAC around the logo. (See A) Figure A For applications where the page or ad size is less than 5 x 5 square, we specify a clear space allowance of ¼ on each side of the logo. (See B) This means that white space increases as the size of the logo increases, ensuring that the brand message does not get confused with specific advertiser information Figure B 0.25 Page B4

9 About the logo. Use the guidelines below to measure the length and height of the logo. (See C). Also, please note the minimum approved size, displayed below. The logo will be illegible, and therefore unacceptable if it is used at a smaller size the shown below. (See D) Figure C Figure D Page B5

10 Position of the logo. Whenever possible, the logo should be positioned in lower right corner of your communication materials. The size of the logo and the clear space will help determine the exact positioning of the logo. The minimum clear space must always be applied. ssed perfect destination. We re centrally located in the region, and within our community. Unique shops, galleries and a range of dining experiences make downtown Fond du Lac an ideal setting for you and your friends to come together. To learn more, go to Downtown Fond du Lac Partnership To learn more about the Fond du Lac Partnership, visit Page B6

11 Incorrect use of the logo. The logo should be used at the size and width ratio provided by the original art, supplied on the Downtown Fond du Lac website. The logo was developed in a horizontal orientation, and should always be used horizontally. There is no vertical or semi-vertical option. The logo should not be stretched to fill extra space or condensed to fit where space is tight. The logo should not be boxed or otherwise contained or modified. The logo is the brand identity for downtown Fond du Lac. It should never be used as a headline, or as a graphic element within body copy. Page B7

12 Color Palette & Typography Destination Downtown Fond du Lac

13 Colors that Come Together. In developing the branded communication materials for the Destination Downtown Fond du Lac, we composed a color palette that would complement the logo color of Pantone 316. Branded communications should be limited to this palette. Business communications must, of course, use their own branded color palette. It is our hope that the colors displayed below will help other downtown businesses develop their marketing materials. The colors shown below are created in 4-color using the Pantone Matching Process (PMS). There may be some variation of the colors based on the type of paper coated or glossy versus uncoated or matte. There will also be a noticeable difference between using a Pantone spot color (such as Pantone 316) versus the color created in 4-color process (PMS 316). Pantone / CMYK / RGB Values PMS 316 C C: 100 R: 0 M: 0 G: 79 Y: 27 B: 90 K: % Black C: 0 R: 0 M: 0 G: 0 Y: 0 B: 0 K: 100 White C: 0 R: 255 M: 0 G: 255 Y: 0 B: 255 K: 0 PMS 414 C C: 0 M: 0 Y: 10 K: 30 R: 190 G: 189 B: 176 PMS 7492 C C: 12 M: 0 Y: 50 K: 7 R: 212 G: 219 B: 144 PMS 5513 C C: 18 M: 0 Y: 7 K: 5 R: 195 G: 223 B: 224 PMS 7407 C C: 0 M: 22 Y: 85 K: 11 R: 229 G: 189 B: 58 PMS 5545 C C: 59 M: 0 Y: 50 K: 52 R: 52 G: 113 B: 90 PMS 504 C C: 65 M: 100 Y: 100 K: 35 R: 87 G: 29 B: 31 Page C1

14 Type specifications for Come together. In developing the branded communication materials for the Destination Downtown Fond du Lac, we composed a type palette that would complement fonts used in creating the logo. Branded communications should be limited to these type faces. Business communications must, of course, use their own brand-specified type. It is our hope that the fonts displayed below will help other downtown businesses develop their marketing materials. Geometric Slabserif 703 BT Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz @#$%&* Onscreen Typography (web site): Georgia Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz @#$%&* Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz @#$%&* Page C2

15 Imagery & Applications Destination Downtown Fond du Lac

16 Pictures help tell our story. As part of the brand development the Downtown Fond du Lac Partnership commissioned four custom illustrations to help depict the qualities of Downtown Fond du Lac. Those images, shown below, are available for member businesses to use for the promotion of downtown Fond du Lac. The Downtown Fond du Lac Executive Director will be responsible for approving use of these illustrations for individual members. Page D1

17 Spreading the brand message. The posters shown below were developed for promoting Downtown Fond du Lac as a destination. They are an excellent example of how the logo, imagery and type can be applied to communicate the Come together. message. These posters are available for display in your shop. If you re interested in helping promote Downtown Fond du Lac, let us know. Where we become us. Come to work or play. Spend more than money. Family time, any time. Whether it s a first meeting, or you re catching up on times that have passed Downtown Fond du Lac is a perfect destination. We re centrally located in the region, and within our community. Unique shops, galleries and a range of dining experiences make downtown Fond du Lac an ideal setting for you and your friends to come together. To learn more, go to Downtown Fond du Lac invites you to explore the heart of our community. Downtown Fond du Lac is a perfect destination for business or pleasure. We re centrally located in the region, and within our community. Unique shops, interesting workspaces and a range of dining experiences make downtown Fond du Lac an ideal setting for you to come together. To learn more, go to Downtown Fond du Lac Partnership To learn more about the Fond du Lac Partnership, visit Downtown Fond du Lac Partnership To learn more about the Fond du Lac Partnership, visit Great shopping requires spending time with people you enjoy and a place that keeps you connected. Downtown Fond du Lac is a perfect destination. We re centrally located in the region, and within our community. Unique shops, galleries and a range of dining experiences make downtown Fond du Lac an ideal setting for you and your friends to come together. To learn more, go to Connecting with your family requires your time let us provide the opportunity. Downtown Fond du Lac is a perfect destination. We re centrally located in the region, and within our community. Unique shops, spacious parks, family-centered attractions and a range of events throughout the year make downtown Fond du Lac an ideal setting for you and your family to come together. To learn more, go to Downtown Fond du Lac Partnership To learn more about the Fond du Lac Partnership, visit Downtown Fond du Lac Partnership To learn more about the Fond du Lac Partnership, visit Page D2

18 Spreading the brand message. The street banners shown below were developed for promoting Downtown Fond du Lac as a destination. They are another example of how the logo, imagery and type can be applied to communicate the Come together. message. Page D3

19 Spreading the brand message. The window clings shown below were developed to help customers and potential customers know that you support Downtown Fond du Lac and are committed to making Fond du Lac a place where everyone can truly Come together. We have developed two window clings. One for retail locations, and another for service businesses. These window clings are available for display in your shop. If you re interested in letting your customers know you support Downtown Fond du Lac, let us know. The merchants of downtown Fond du Lac are bringing the finest things for you Downtown Fond du Lac Partnership To learn more about the Fond du Lac Partnership, visit The business professionals of downtown Fond du Lac are working for you Downtown Fond du Lac Partnership To learn more about the Fond du Lac Partnership, visit Page D4

20 Reaching out with the brand. We have recently updated our web site to incorporate our new brand identity. It s warm, inviting and gives all Downtown Fond du Lac Partnership members the opportunity to share information on their business. We even have some special online advertising opportunities that members might want to consider. Page D5

21 2009 Downtown Fond du Lac Partnership To learn more about the Fond du Lac Partnership, visit