It`s time to come - Downtown Fond du Lac

Transcription

It’s time to come
Destination Downtown Fond du Lac
Style Guidelines | March 2009
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
Amy Hansen
Downtown Fond du Lac Partnership
920-921-9500
[email protected]
Jenny Kranig
BrownBoots Interactive, Inc.
920-906-9175
[email protected]
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
Logo Identity
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
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
Page B2
Figure B
Figure C
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
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.
0.25”
0.25”
Figure B
Page B4
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
1.25”
0.4272”
Figure D
Page B5
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.
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 www.ComeTogetherFDL.com.
©2009 Downtown Fond du Lac Partnership
To learn more about the Fond du Lac Partnership,
visit www.DowntownFDL.com
Page B6
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
Color Palette &
Typography
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:
M:
Y:
K:
100
0
27
68
100% Black
R:
G:
B:
0
79
90
C:
M:
Y:
K:
0
0
0
100
White
R:
G:
B:
0
0
0
C:
M:
Y:
K:
0
0
0
0
R:
G:
B:
255
255
255
PMS 414 C
PMS 7492 C
PMS 5513 C
PMS 7407 C
PMS 5545 C
PMS 504 C
C:
M:
Y:
K:
0
0
10
30
C:
M:
Y:
K:
12
0
50
7
C:
M:
Y:
K:
18
0
7
5
C:
M:
Y:
K:
0
22
85
11
C:
M:
Y:
K:
59
0
50
52
C:
M:
Y:
K:
65
100
100
35
R:
G:
B:
190
189
176
R:
G:
B:
212
219
144
R:
G:
B:
195
223
224
R:
G:
B:
229
189
58
R:
G:
B:
52
113
90
R:
G:
B:
87
29
31
Page C1
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
123456789@#$%&*
Onscreen Typography (web site):
Georgia Regular
123456789@#$%&*
Arial Regular
123456789@#$%&*
Page C2
Imagery &
Applications
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
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.
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 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.
Great shopping requires spending
time with people you enjoy … and a
place that keeps you connected.
Page D2
Come to work or play.
Connecting with your family requires your
time … let us provide the opportunity.
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.
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
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.
© 2009 Downtown Fond du Lac Partnership
To learn more about the Fond du Lac Partnership, visit www.downtownFDL.com.
The business professionals of
downtown Fond du Lac
are working
for you.
© 2009 Downtown Fond du Lac Partnership
To learn more about the Fond du Lac Partnership, visit www.downtownFDL.com.
Page D4
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
To learn more about the Fond du Lac Partnership, visit www.downtownFDL.com

It`s time to come - Downtown Fond du Lac

Transcription

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