Brand Style Guide - HACVB
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Brand Style Guide - HACVB

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Axia is an award-winning visual communications company specializing in wayfinding, branding and advertising for city, corporate and retail markets. Axia provides solutions to move people forward, ...

Axia is an award-winning visual communications company specializing in wayfinding, branding and advertising for city, corporate and retail markets. Axia provides solutions to move people forward, companies upward and communities onward. Here, great ideas take flight. At Axia, we believe there is no such thing as a bad idea, just another step toward a winning solution. We encourage our Clients to participate in the design process because their input is based on insight and passion. Our motto is simple. “Provide the best creative solutions for the best clients for the best results– and have fun doing it”. Axia Creative, formerly known as Mayfield Creative, is located in West Palm Beach, Florida with a client base that covers the entire US, parts of Canada and over 19 Caribbean territories.

Todd Mayfield is the President and cofounder of Axia Creative. He has over 29 years of wayfinding, brand development, advertising and print graphics experience. He is also an accomplished fine artist and illustrator.

Todd has earned numerous awards for design excellence and profound respect among his peers. His work has been featured in various industry magazines and books such as Print, Signs of the Times and American Corporate Identity. Currently, his company has a loyal client base from California to the Caribbean and parts of Canada.

AXIACREATIVE.COM

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Brand Style Guide - HACVB Brand Style Guide - HACVB Presentation Transcript

  • Style Guide
  • Overview The brand, “Louisiana’s Bayou Country” was developed by Great Destination Strategies to represent Terrebonne Parish and the communities within it. A series of logos and a color palette was developed by the Graham Group to visually represent the Parish brand for use in visual communications. The Houma Area Convention and Visitors Bureau (HACVB) required further brand interpretation for use in their specific efforts to promote the City of Houma as a destination. The purpose of this Style Guide is to maintain brand consistency in all HACVB visual communications. It includes refinements to the Regional Brandmark and reinterpretations of the Houma and HACVB logos. It includes refinements to the color palette, support fonts, usage rules and sample applications. Although it is impossible to address all conceivable interpretations of the brand, this guide conveys key elements and style attributes for its most common expressions. The tools in this guide will help build Houma’s brand equity, increasing interest in the city as a desirable destination for visitors and a proud home for its residents. 2
  • Contents 1.0 Brandmark & Logos 2.0 Graphic Properties 3.0 Sample Applications Contents
  • 1.1 1.1-1 1.1-2 1.1-3 1.1-4 1.1-5 1.1-6 1.1-7 1.2 1.2-1 1.2-2 1.2-3 1.2-4 1.2-5 1.2-6 1.2-7 1.2-8 1.2-9 1.2-10 1.2-11 1.2-12 1.3 1.3-1 1.3-2 1.3-3 1.3-4 1.3-5 1.3-6 1.3-7 1.3-8 1.3-9 Brandmark Refinement Anatomy Single Color, Solid Single Color, Tint White Clear Space Watermarks Houma Logo Anatomy Single Color, Solid Single Color, Tint Two Color Three Color White With Brandmark With Parish Wordmark Clear Space Watermarks Special Treatments Signatures HACVB Logo Anatomy Single Color, Solid Single Color, Tint Two Color Three Color White With Brandmark Clear Space Watermarks 1.4 Minimum Sizes 1.5 Prohibited Use 1.0 Brandmark & Logos
  • The Terrebonne Parish Regional Brandmark (logo) is the graphic nucleus from which all marketing communications revolve. With consistent exposure through comprehensive visual communications, the Regional Brand equity will increase. Brandmark: Anatomy The original Brandmark has been enhanced with several subtle refinements. 1 1. The original stacked version of the Regional Brandmark as designed by the Graham Group. 2. The Brandmark was realigned as a single line graphic. 3. The baseline was straightened to give it a more anchored presence. Individual letters within the Brandmark were resized and realigned for visual flow and consistency. 2 3 1.1-1
  • There are 3 primary components of the Regional Brandmark: Brandmark: Anatomy 1. The typographical portion of the logo is derived from the Brushtip Texe font. 2. The first “s” in the Brandmark includes a stylized hook that represents those used in both fishing and alligator trapping. 3. The Brandmark is trademarkprotected. 3 1 2 1.1-2
  • Single color use of the Regional Brandmark includes the three colors from the revised color palette. Each color is represented by the Pantone Matching System® (PMS) Brandmark: Single Color 1. Black 2. Bayou Blue, PMS 3025 C 1 3. Moss Green, PMS 7473 C 2 3 1.1-3
  • The Brandmark may be used as white over black or any solid dark field or textured background that doesn’t compromise the Brandmark’s legibility. Brandmark: White 1.1-4
  • It is essential to ensure that the Brandmark is given an appropriate amount of space around it. A minimum clear area has been defined as that equal to the height of the lower case “o” in the Brandmark. Brandmark: Clear Space The clearspace must be maintained at all times. These areas must never be invaded by other graphics, borders or photographic elements. In rare cases, low contrast patterns, photographic elements or watermarks may appear behind the Brandmark but it is recommended that all versions of the Brandmark remain isolated. X = Clear space or no-invade area guide X X X X 1.1-5 X
  • Using watermarks is a subtle way to add an understated signature to a visual element. Brandmark: Watermarks 1. No less than 20% white shall be used as a watermark against a solid dark background. 2. No less than 50% white shall be used as a watermark against a dark textured background that doesn’t compromise the Brandmark’s legibility. 1 2 1.1-6
  • There are 3 primary components of the Houma Logo: Houma Logo: Anatomy 1. The typographical portion of the logo is derived from the Brushtip Texe font. 2. The foreground swash. 3. The background swash. 1 2 3 1.2-1
  • Single color use of the Houma Logo includes the three colors from the revised color palette. Each color is represented by the Pantone Matching System® (PMS) Houma Logo: Single Color, Solid 1. Black 2. Bayou Blue, PMS 3025 C 1 3. Moss Green, PMS 7473 C 2 3 1.2-2
  • Single color options include a screen tint representation of the foreground swash which is 45% of the solid color. Houma Logo: Single Color, Tint 1 2 3 1.2-3
  • The two color version of the Houma Logo include Blue Bayou and Green Moss. Houma Logo: Two Color Area Convention & Visitors Bureau 1.2-4 Area Convention & Visitors Bureau
  • The three color version of the Houma Logo is the preferred format. It includes a blend of Black and Blue Bayou and Green Moss. Houma Logo: Three Color Area Convention & Visitors Bureau 1.2-5
  • The Houma Logo may be used as white over black or any solid dark field or textured background that doesn’t compromise the Logo’s legibility. Houma Logo: White 1.2-6
  • When the Regional Brandmark is paired with the Houma Logo, its size and proportion must be maintained as illustrated by the examples to the right. Houma Logo: With Brandmark For single color versions, the Brandmark must remain solid. For two or three color versions, the Brandmark must be represented as Green Moss. 1.2-7
  • When the Parish Wordmark is paired with the Houma Logo, its size and proportion must be maintained as illustrated by the examples to the right. Houma Logo: With Parish Wordmark For single color versions, the Wordmark must remain solid. For two or three color versions, the Wordmark must be represented as Green Moss. 1.2-8
  • It is essential to ensure that the Hoama Logo and its various versions are given an appropriate amount of space around it. A minimum clear area has been defined as that equal to the width of the left extension of the “H” in the Logo. Houma Logo: Clear Space X The clear space must be maintained at all times. These areas must never be invaded by other graphics, borders or photographic elements. X X 1 In rare cases, low contrast patterns, photographic elements or watermarks may appear behind the Logos but it is recommended that all versions remain isolated. X X X X X 2 X X X X X 3 X 1.2-9 X
  • Using watermarks is a subtle way to add an understated signature to a visual element. Houma Logo: Watermarks 1. No less than 20% white shall be used as a watermark against a solid dark background. 2. No less than 50% white shall be used as a watermark against a dark textured background that doesn’t compromise the Brandmark’s legibility. 1 2 1.2-10
  • In special cases such as a specific ad campaign or logo apparel, the Logo may be reproduced in multiple colors, photographic images or include thematic graphic elements that help support a theme. Houma Logo: Special Treatments We recommended that these or new versions be used sparingly, on rare occasions so as not to dilute the recognizable brand. 1 See application example on page 3.1-7. 2 3 1.2-11
  • Ads, displays and other promotional items can incorporate several Logo Signatures that will allow the marketing graphics primary position while providing consistent brand representation. COOK CAJUN OFF COOK OFF Houma Logo: Signatures Houma Signature-8.5-White.pdf 1. The Houma Logo and ragged edge knocked out from a photo image in white. The Brandmark contains the background image. 1 1 8/22/12 - 3:29 PM HoumaTravel.com 2. The Houma Logo and a ragged edge knocked out from a photo image in black. The Brandmark is reversed in white. Houma Signature-8.5-Black.pdf 3. The three color version of the Houma Logo with the Brandmark is isolated within a traditional white background. 1 8/22/12 - 3:40 PM 2 HoumaTravel.com 2. The solid single color version of the Houma Logo with the Brandmark is isolated knocked out from a background image. Houma Signature-8.5-Black.pdf 3 1 8/22/12 3:40 PM Ut nulla. Vivamus bibendum, nulla ut congue fringilla, lorem ipsum ultricies risus, ut rutrum velit tortor vel purus. In hac habitasse platea dictumst. Duis fermentum, metus sed congue gravida, arcu dui ornare urna. Ut Nulla Rivamus bibendum Sit Gertis HoumaTravel.com Ut nulla. Vivamus bibendum, nulla ut congue fringilla, lorem ipsum ultricies risus, ut rutrum velit tortor vel purus. In hac habitasse platea dictumst. Duis fermentum, metus sed congue gravida, arcu dui ornare urna, ut imperdiet enim odio dignissim ipsum. Nulla facilisi. 4 Ut Nulla Rivamus bibendum Sit Gertis HoumaTravel.com 1.2-12
  • There are 4 primary components of the HACVB Logo: HACVB Logo: Anatomy 1. The “Houma” portion of the HACVB logo is derived from the Brushtip Texe font. 2. The foreground swash. 3. The background swash. 4. The remaining “Area Convention & Visitors Bureau” portion of the HACVB logo is derived from the Musée font. 1 2 3 4 1.3-1
  • Single color use of the HACVB Logo includes the three colors from the revised color palette. Each color is represented by the Pantone Matching System® (PMS) HACVB Logo: Single Color, Solid 1. Black 2. Bayou Blue, PMS 3025 C 1 3. Moss Green, PMS 7473 C 2 3 1.3-2
  • Single color options include a screen tint representation of the foreground swash which is 45% of the solid color. HACVB Logo: Single Color, Tint 1 2 3 1.3-3
  • The two color version of the HACVB Logo include Blue Bayou and Green Moss. HACVB Logo: Two Color Area Convention & Visitors Bureau Area Convention & Visitors Bureau 1.3-4
  • The three color version of the HACVB Logo is the preferred format. It includes a blend of Black and Blue Bayou and Green Moss. HACVB Logo: Three Color Area Convention & Visitors Bureau 1.3-5
  • The HACVB Logo may be used as white over black or any solid dark field or textured background that doesn’t compromise the Logo’s legibility. HACVB Logo: White 1.3-6
  • When using the Regional Brandmark along with the HACVB Logo in the same display, it should never be integrated as part of the logo. Instead, the Brandmark should remain isolated but remain within the same proximity of the HACVB logo. HACVB Logo: With Brandmark 1.3-7
  • It is essential to ensure that the HACVB Logo and its various versions are given an appropriate amount of space around it. A minimum clear area has been defined as that equal to the width of the left extension of the “H” in the Logo. HACVB Logo: Clear Space The clear space must be maintained at all times. These areas must never be invaded by other graphics, borders or photographic elements. X In rare cases, low contrast patterns, photographic elements or watermarks may appear behind the Logos but it is recommended that all versions remain isolated. X = Clear space or no-invade area guide X X Area Convention & Visitors Bureau X 1.3-8 X
  • Using watermarks is a subtle way to add an understated signature to a visual element. HACVB Logo: Watermarks 1. No less than 20% white shall be used as a watermark against a solid dark background. 2. No less than 50% white shall be used as a watermark against a dark textured background that doesn’t compromise the Brandmark’s legibility. 1 2 1.3-9
  • 1. The minimum size of the Houma Logo with the Regional Brandmark should be no less than 1 7/8” from the left edge of the “H” to the right edge of the background swash. Minimum Sizes 1 2. The minimum size of the Regional Brandmark should be no less than 1 1/2” from the left edge of the “L” to the right edge of the “TM”. 1 7/8" 3. The minimum size of the HACVB Logo should be no less than 1 1/2” from the left edge of the “H” to the right edge of the background swash. 2 4. The minimum size of the Houma Logo with the Parish Wordmark should be no less than 1 1/4” from the left edge of the “H” to the right edge of the background swash. 1 1/2" 5. The minimum size of the Houma Logo should be no less than 7/8” from the left edge of the “H” to the right edge of the background swash. 3 1 1/2" 4 1 1/4" 5 7/8" 1.4-1
  • 1. Under no circumstances shall users of the Logos and/or Brandmark rearrange or make any alterations to their parts. Prohibited Use 2. The color arrangement of the Logos and/or Brandmark shall never be rearranged or changed in any way. This includes adding halos, outlines, alternate gradient blends or drop shadows. 3. No element of the Logos and/or Brandmark shall be removed. 1 2 3 4 5 6 4. Single color versions of the Logos and/or Brandmark shall not deviate from those specified in this document. 5. The Logos and/or Brandmark must never be placed against a textured background other than a low contrast photo image or a white/off-white texture. 6. The Logos and/or Brandmark shall never be used against a photo image background that has competing, high contrast visual elements that invade the clear space. 7. The Logos and/or Brandmark shall never be used as third party identities. Area Convention & Visitors Bureau 8. The Logos and/or Brandmark shall never be used as watermarks that are less than 20% white or against a background that renders them illegible. 7 9. Never pair the Regional Brandmark with the HACVB Logo. Always isolate it when used within the same display. 8 Come to 9 to get away! 10.When the Logos and/or Brandmark are used with isolated imagery, they must never be obstructed or obscured. 11.Never use the Logos and/or Brandmark in a sentence. 12.Never rotate the Logos and/or Brandmark. 10 1.5-1 11 12
  • 2.1 Swashes & Ragged Edge 2.2 Color Palette 2.3 Fonts 2.0 Graphic Properties
  • 1. The Ragged Edge is a graphic element used at the bottom of ads, marketing displays or any communication device that requires a brand signature. It is used as an option to an isolated or reversed Logo or Brandmark. It may also be used as an edge of a photograph or as a vertical or horizontal edge treatment. Graphic Properties: Swashes & Ragged Edge 2. The Background Swash is usually integrated with the word Houma in the logo variations. It may be used independently as a graphic accent or as an underscore. 3. The Foreground Swash is usually used on top of the Background Swash in the logo variations. It may be used independently as a graphic accent or as an underscore. 1 2 3 2.1
  • 1. The brand color palette consists of 3 colors: Bayou Blue, Moss Green and Black. Graphic Properties: Color Palette 2. The colors are derived from the Pantone Matching System. 3. Each color may be reproduced as 4 screen tints. 1 3 4 Name 4. When printing using 4 color process, the CMYK formulas must be maintained. 2 Specification Tints CMYK 50% 5. When digitally reproduced or displayed electronically, the RGB formulas must be maintained. 30% Bayou Blue PANTONE 3025 C 20% 10% 50% 6. In web media, the Hex formulas (or web safe RGB) will ensure accurate representation. 30% Moss Green PANTONE 7473 C 20% 10% 50% 7. In Black and white applications, each color can be represented as a screen percentage of black as defined in greyscale. 30% Black PANTONE Black 2.2 20% 10% 5 RGB 6 HEX 7 Greyscale C = 100 M = 17 Y=0 K = 51 R=0 G = 104 B = 125 #00687d 92% C = 70 M=0 Y = 38 K=8 R = 70 G = 235 B = 145 #46eb91 42% C=0 M = 13 Y = 49 K = 98 R = 51 G = 43 B = 36 #3d332b 100%
  • 1. The font used in the Regional Brandmark and all Logo versions is a customized derivative of the Brushtip Texe font.. Graphic Properties: Fonts 2. The secondary font used in the HACVB Logo is Musée Regular. Musée Regular and Musée Bold can be used as headlines, sub-heads, and captions in print media. Brushtip Texe 3. Times New Roman is used for body text on both printed and web media. 1 A B C DE F a b c d e f 1 23 4 5 Musée 2 ABCDEF abcdef 12345 Times New Roman 3 2.3 ABCDEF abcdef 12345
  • 3.1 Business Cabinet 3.2 Rack Brochure Cover 3.3 Print Ads 3.4 Coffee Cup 3.5 Golf Items 3.6 Cap 3.7 Apparel 3.0 Sample Applications
  • A business cabinet for HACVB should include three basic components: a letterhead, envelope and business card. The business cabinet can be expanded into additional envelope sizes, note pads and thank you cards, depending on the need. Business Cabinet - City The design for HACVB’s cabinet should be somewhat conservative in style but more importantly, represent the Brand. Area Convention & Visitors Bureau To reinforce the brand, the Regional Brandmark is incorporated into the ensemble as an isolated graphic. It is left off of the front of business card to maximize room for variable amounts of contact information. The Brandmark can be placed on the back of the business card to make a subtle brand statement. Area Convention & Visitors Bureau Sharon Aucoin Alford Executive Director 985-868-2732 985-868-7170 985-381-6322 All three pieces should be produced using matching uncoated paper stock, preferably as antique white or cream recycled paper. Area Convention & Visitors Bureau P.O. Box 2792 Houma, LA 70361 P.O. Box 2792 | Houma, LA 70361 985-868-2732 | F: 985-868-7170 VisitHouma.com 3.1-1 P.O. Box 2792 Houma, LA 70361 sharon.alford@houmatravel.com houmatravel.com Work Fax Cell
  • Rack brochures usually measure 4”x 9” folded. The upper 1/4 of the front panel should be reserved for the Houma Logo and Brandmark for visibility in brochure racks. A key marketing caption is tertiary to the Logo and Brandmark. Rack Brochure Follow y to a plaour heart history ce where is still a live. Houm 3.1-2 aTrav el.com
  • Print advertising should feature single attributes within the primary imagery and caption. A few additional destination features can be included in a text block, but the overall message should be brief and focused. Print Advertising The Houma Logo and Brandmark should have visual prominence, second to the featured message. The HACVB URL should be visible in all printed promotions. CAJUN COOK OFF Houma Signature-8.5-White.pdf 1 8/22/12 Houma Signature-8.5-Black.pdf 3:29 PM - 1 8/22/12 3:40 PM Ut nulla. Vivamus bibendum, nulla ut congue fringilla, lorem ipsum ultricies risus, ut rutrum velit tortor vel purus. In hac habitasse platea dictumst. Duis fermentum, metus sed congue gravida, arcu dui ornare urna, ut imperdiet enim odio dignissim ipsum. Nulla facilisi. Ut Nulla Rivamus bibendum Sit Gertis HoumaTravel.com HoumaTravel.com 1 3.1-3 2
  • The Houma Logo and Regional Brandmark can be applied to white ceramic cups. A solid color from the brand color palette can be used to line the inside of each cup as a compliment to the outside graphic. Coffee Cups 3.1-4
  • To reinforce Houma as a golf destination, golf balls, bags and other items can feature the Logo and Regional Brandmark. Golf Items 3.1-5
  • Caps could include an embroidered Logo and Brandmark. Because of detail limitations of the embroidery process, small text or overly detailed graphics should be avoided. Cap 3.1-6
  • Branded apparel are popular with tourists. The sale of these items can be licensed to select vendors, with shared profits going to the city or the HACVB to off-set marketing costs. Apparel eau Visitors Bur vention & Area Con 3.1-7