The document serves as a comprehensive brand guideline for Fairfield, Iowa, detailing how to effectively communicate the city's unique identity and experiences to various target audiences. It outlines the brand's essence, promises, pillars, and personality, coupled with visual identity elements such as logos and color schemes. The guidelines aim to unify brand messaging, enhance public perception, and attract visitors, residents, and businesses by promoting Fairfield as a creative and eclectic small city.

1. Brand Guidelines
A user’s guide to support the
Fairfield Iowa experience

2. The Fairfield Brand
How These Guidelines Work 1.1
What is a Place Brand? 1.1
Why Does Fairfield Need a Brand? 1.1
Our Brand Promise 1.2
Our Brand Pillars 1.3
Our Emotional Benefits 1.3
Our Brand Personality 1.4
Our Copy Style 1.4
Our Key Words and Phrases 1.5
Our Photographic Style 1.6
Matching Brand Messages to Our Markets 1.7
Bringing Our Brand Experiences to Life 1.7
Brand Identities
Brand Identity Inspiration 2.1
The Tree of Inspiration 2.2
The Fairfield Logo 2.4
The Fairfield Tag Lines 2.6
The Fairfield Logo with Tag Line 2.8
The Fairfield Logo with Iowa 2.10
The Fairfield CVB Logo 2.12
The Fairfield City Logo 2.14
The Fairfield City Logo with Iowa 2.16
The Fairfield City Logo with Tag Line 2.18
The Fairfield City Wordmark 2.20
The Fairfield City Departmental Logo 2.22
The Fairfield Celebratory Logos 2.24
Rules of Use
Clear Space 3.1
Minimum Sizes 3.2
Prohibited 3.3
Brand Elements
Colors 4.1
Typography 4.2
The Paint Daubs 4.3
Patterns 4.4
The Applied Brand
Cups and Coasters 5.1
Apparel 5.2
Print Advertising 5.3
Rack Brochures 5.4
Point of Arrival Gateway 5.5
Street Banners 5.6
Visitors Guide 5.7
Business Cabinet 5.8
Contents

3. The Fairfield Brand

4. How These Guidelines Work
The brand guidelines provide the directions and ideas for portraying and
unifying how the Fairfield identity is communicated. In conjunction
with the Fairfield Brand Blueprint, it acts as a guidance system to inform
communications, experience delivery, product development and public policy
programs. It will shape what we want people to think and feel about Fairfield as
a visitor destination and as a place to live, study and do business.
Photography used in this document is selected from original images provided by
local photographers and several stock libraries to present the character of the
Fairfield brand.
What is a Place Brand?
A place brand makes and fulfills a valued promise. It is a unique blend of
physical, intangible and emotional qualities that clearly differentiate a place
from other choices. Importantly, it acts as a guidance system to prioritize and
influence every message, process, decision, communication, and investment
that shapes the identity of the community. Branding can be considered to be
the art and science of orchestrating the distinctive messages and experiences
that we most want associated with Fairfield to ensure that they are as unifying,
compelling, and rewarding as possible.
Why Does Fairfield Need a Brand?
Competition between places has never been more intense. Our customers have
overwhelming choices and are faced with thousands of competing messages
every day. What target audiences think of Fairfield directly impacts whether
they will spend time and money here. To compete in this environment we
must be focused and differentiate the city in ways that are meaningful and
compelling to these audiences. The Fairfield brand provides a unifying umbrella
to consistently present the city’s leading strengths, experiences, words, imagery,
products, and distinctive character.
1.1
Note: The purpose of this Style Guide is to provide examples and
ideas of the type of images and subjects that should be used to
present the Fairfield brand. Some of the images used in the Guide
are from stock images that may feature subjects at locations
outside of the region, and are provided as examples only.

5. 1.2
Our Brand Promise
Our Brand Promise captures Fairfield’s distinctive offering
and encapsulates the way we want people to think and feel
about the city relative to other Iowa communities. There
are two Promises, one for tourism and another for Fairfield
as a place to live, work, invest or study. They inform every
message, every process, every organizational decision, every
customer contact, and every communication to guide the
fulfillment of our brand vision. This is for internal use only.
Tourism Promise:
For Upper Midwest residents living over more than 100 miles
from Fairfield seeking escape from the everyday, only Fairfield
provides Iowa’s most creative and eclectic small community
where visitors feel a sense of: connection, enrichment and
escape.
Community Promise:
For people wanting to live, work, study or invest in a
stimulating small city environment, only Fairfield provides
Iowa’s most creative and eclectic small community where
they can feel a sense of: connection, personal growth and
success.
Fairfield’s brand essence, “Iowa’s most eclectic and creative
small city” is summarized by the taglines “Connect. Create.
Celebrate.” and “Tune into our Vibe”.

6. 1.3
Our Brand Pillars
These are the leading strengths and benefits that attract our key
audiences and underpin the delivery of our Promise as a place to
visit, live, study, invest and study. They should receive greatest
prominence in marketing, product development, investment and
partnerships.
Eclectic: We take pride in our differences and originality. Our
eclectic nature can be seen in our artistic expression, food, events,
achievements, architecture and interests.
Creative: Since its founding, innovation, creativity, and
entrepreneurialism have inspired Fairfield. The interplay between
creativity and passion surround us. We have an exciting events
calendar featuring Broadway shows, theatre, dance and live music at
a variety of venues.
Personal Growth: Your goals can be achieved here, whether they
are business, career, or to live a productive social, emotional, and
spiritual life.
Connected: Fairfield is a family-oriented place where newcomers
are not strangers for long. Here it’s possible to become closer as
a family, participate in spiritual activities, be in touch with like-
minded individuals, and join friends in your favorite pastimes.
Success & Achievement: Our positive “can do” attitude has resulted
in Fairfield having an abundance of start-up companies and where
every citizen can make a difference.

7. 1.4
Our Emotional Benefits
Emotional benefits reflect how we want people to feel through their
Fairfield experiences. The Fairfield brand conveys and provides a sense of:
Our Brand Personality
Our brand personality describes the characteristics and traits of Fairfield
as if it were a person. These traits influence the feel and tone of voice we
use in communications. The Fairfield brand personality is:

8. 1.5
Our Copy Style
The Fairfield brand will be embedded in the copy for tourism brochures, web
sites, advertising, online communications and collateral materials. Wherever
possible, copy should describe experiences with active-oriented and evocative
language to provide a feel for what the reader will experience. Importantly,
it should make the reader feel as though they’re already enjoying the sights,
sounds, smells, and sensations of Fairfield.
Copy should always be written in a friendly, relaxed, informative, and
unpretentious manner to match our personality. It should be conversational
and create the feel and tone of a one-on-one conversation. It should be
enticing and motivational, yet realistic and factual. It must not contain hype.
Our Key Words and Phrases
The key words and phrases for conveying the Fairfield brand are outlined in
the Brand Blueprint. The following are some of the key words and phrases that
are important when communicating the brand.
absorbing, accessible, active, affordable, americana,
artisan, arts and crafts, authentic, camaraderie, can do, caring,
celebrate, collaborative, connected, creative, curiosity,
discover, easy pace, eclectic, enchanting, engaging, enriching,
entertaining, entrepreneurial, escape, exciting, fresh,
friendly, fun, genuine, getaway, healthy, hometown, laugh,
meditate, neighborly, networking, off beat, open-minded,
pamper, passionate, peaceful, quirky, reconnect, refresh,
rejuvenate, relax, romantic, safe, savor, simple pleasures,
small town feel, stress-free, theatrical, town square, unplug/
unwind, values, vibe, welcome, wellness, wholesome

9. 1.6
Our Photographic Style
High quality photography can be one of the most
potent and versatile communication elements
in Fairfield’s brand toolkit. This is because our
stunning sense of place, seasons, moods and
colors make it extremely photogenic. Images
should project enriching, revitalizing and creative
experiences that reflect our brand pillars, benefits
and distinctive character. Questions to ask when
selecting images to reflect the brand are:
Are these real people doing real things in
real places?
Are the images believable?
Do they have a WOW factor or strong
“wish you were here” flavor?
Do the subjects look natural and
not posed?
Are the subjects doing something
interesting?
Will the photographs resonate with the
target audience?

10. 1.7
Matching Brand Messages to Our Markets
These are the key messages to be conveyed to target
audiences in addition to Fairfield being ‘Iowa’s most
eclectic and creative small city’.
Fairfield has a packed calendar of lively
entertainment, art and cultural events.
Fairfield is a fascinating small city close to Pella,
Villages of van Buren and Gothic House.
Fairfield has the world’s largest training center
for practitioners of transcendental meditation as
well as spas, organic restaurants and trail system.
Fairfield has a supportive and affordable
business environment, a business-friendly
municipal government and talented workforce.
Cultural Tourism
Visitors
Southeast Iowa
Visitors
Wellness Visitors
Business Location
Market Key Message
Fairfield offers an affordable family-friendly
environment, a safe small town atmosphere,
good schools, and an abundance of recreational
and leisure opportunities.
Residential
Bringing Our Brand Experiences to Life
Consistently delivering memorable Fairfield brand
experiences will require a 360° focus by many
partners. Some of the gaps and opportunities
were revealed during the brand research process
and the DMO Proz Tourism Assessment project.
The programs for activating these experiences and
bringing our brand pillars to life are outlined in the
Brand Blueprint. They address:
Attractors and Activities
Downtown Square
Cultural Experiences and Events
Infrastructure and Amenities
Placemaking

11. Brand Identities
Photo courtesy of Don Best Photography, all rights reserved

12. Brand Identity Inspiration
Once a successful destination
brand is articulated from
diligent research, understanding
and deliberation, it takes
flight through various visual
communications such as
advertising, printed collateral,
merchandise, web media and
signage. At the heart of these
communication assets are
twelve Brand Identity Graphics
which take the form of logos,
wordmarks, symbols and tag
lines.
An apple tree represents fruitful growth and a healthy
lifestyle. Apples represent inspired thought and creativity.
The grouping of colors in the logo is inspired by
the daubs of paint on a painter’s palette which
represents the tools of the artist and thoughtful
preparation before expression.
2.1
The circular shapes represent dancing musical notes
that fill the environment with colorful sounds. Their
overlapping blends represent connectivity, collaborative
relationships and interactive diversity. Their organic
form represents nature and free expression.
The Suomi Hand font inspired the custom letter-
forms used for the logotype. It has also been adopted
as a support font for sub-identities and special
communications. The handwritten character of the
logotype loosely represents the art of creative writing
and calligraphic expression.

13. The Tree of Inspiration
The Tree of Inspiration is the key
graphic element in the Fairfield
identity suite. It represents
creative energy, diversity, a
painter’s palette, and growth.
It can also be seen as a fountain
emanating great ideas and
performances. The colorful
interlocking “leaves” of the
tree suggest connectivity and
interaction.
The font is organic and friendly.
The central graphic can be used
as a graphic signature or a stand-
alone symbol.
As an isolated symbol, it becomes
a punctuating signature for
subtle brand reinforcement.
While it is not intended be used
to introduce the Fairfield brand,
it should be used as a follow up
visual once the full logo has been
displayed.
2.2

14. The Tree of Inspiration
Permissible Variations
The Tree of Inspiration may be
used in alternate color formats.
1. For one-color print
applications, the entire
graphic may be reproduced
using Pine Green, PMS 555
with screen tints against a
white background.
2. For black and white print
applications, the entire
graphic may be reproduced
using 100% black with
screen tints against a white
background.
3. For applications that
measure 1” wide or larger,
a full color version of the
graphic may be used against
a 100% black background.
4. For applications that
measure less than 1” wide,
a full color version with the
dark green paint daub and
the tree stem and branches
changed to white may be
used against a 100% black
background.
2.3
4
1 2
3

15. The Fairfield Logo
The basic form of the Fairfield
logo includes the Tree of
Inspiration integrated with the
lower case f in the logotype.
The logotype is a customized
interpretation of the Suomi Hand
font.
The splits in both the capital
F and lower case f help to
create visual fluidity and add
a subtle quirkiness which is a
characteristic often found in a
creative community.
This basic form is expressed in
several Fairfield identity graphics
that represent other Fairfield
organizations.
2.4

16. The Fairfield Logo
Permissible Variations
The Fairfield logo may be used in
alternate color formats.
1. For one-color print
applications, the entire logo
may be reproduced using
Pine Green, PMS 555 with
screen tints against a white
background.
2. For black and white print
applications, the entire logo
may be reproduced using
100% black with screen tints
against a white background.
3. A full color version of th logo
may be used against a 100%
black background.
4. A white (reversed) version of
the logo may be used against
a Pine Green or any of the
colors in the brand palette
except for tinted versions.
2.5
4
1 2
3

17. The Fairfield Tag Lines
Several tag lines were tested
among people who represent
various user groups and
marketing professionals.
In a survey submitted to a large
test group, “Tune Into Our
Vibe” tested the best among
other tag line concepts for
tourism marketing. It is targeted
primarily to potential visitors.
“Connect. Create. Celebrate.”
tested the best to promote the
Fairfield lifestyle. It is targeted
primarily to attract new residents
and businesses.
2.6
Co ìt. C ate. Îë .

18. The Fairfield Tag Lines
Permissible Variations
Both Tag Lines may be used in
alternate color formats.
1. The tag lines may be
reproduced using 100% black
against a white background.
2. The tag lines may be
reproduced using any of the
colors in the brand palette
except for tinted versions.
3. White tag lines may be used
against 100% black or any
of the colors in the brand
palette except for tinted
versions.
4. White tag lines may be
used against a photo image
as long as the background
image does not have
competing, high contrast
visual elements that invade
the clear space.
5. White tag lines may be used
against any of the brand
backgrounds as long as they
are clearly legible.
2.7
4
1
2
3
5

19. The Fairfield Logo with
Tag Line
The tag line does not always
have to be used in a consolidated
format. The consolidated logo
and tag line is best used when
there are no reasonable options
that would allow for each to be
used independently within the
same application.
2.8

20. The Fairfield Logo with
Tag Line
Permissible Variations
The Fairfield logo with Tag Line
may be used in alternate color
formats.
1. For one-color print
applications, the entire logo
may be reproduced using
Pine Green, PMS 555 with
screen tints against a white
background.
2. For black and white print
applications, the entire logo
may be reproduced using
100% black with screen tints
against a white background.
3. A full color version of th logo
may be used against a 100%
black background. The only
exception is that the tag line
shall be reproduced in white.
4. A white (reversed) version of
the logo may be used against
a Pine Green or any of the
colors in the brand palette
except for tinted versions.
2.9
4
1 2
3

21. The Fairfield Logo
with Iowa
Adding “Iowa” to the Fairfield
logo is only necessary when it
is presented to an out-of-state
audience who may otherwise not
know where Fairfield is or may
be confused with a Fairfield in
another state.
2.10

22. The Fairfield Logo
with Iowa
Permissible Variations
The Fairfield logo with Iowa
may be used in alternate color
formats.
1. For one-color print
applications, the entire logo
may be reproduced using
Pine Green, PMS 555 with
screen tints against a white
background.
2. For black and white print
applications, the entire logo
may be reproduced using
100% black with screen tints
against a white background.
3. A full color version of th logo
may be used against a 100%
black background. The only
exception is that “Iowa” shall
be reproduced in white.
4. A white (reversed) version of
the logo may be used against
a Pine Green or any of the
colors in the brand palette
except for tinted versions.
2.11
4
1 2
3

23. The Fairfield CVB Logo
The Fairfield Convention &
Visitors Bureau is the primary
marketing organization for
Fairfield. Its identity must
be closely aligned with the
Fairfield brand yet should be
differentiated as an independent
entity from the City.
2.12

24. The Fairfield CVB Logo
Permissible Variations
The Fairfield CVB logo may be
used in alternate color formats.
1. For one-color print
applications, the entire logo
may be reproduced using
Pine Green, PMS 555 with
screen tints against a white
background.
2. For black and white print
applications, the entire logo
may be reproduced using
100% black with screen tints
against a white background.
3. A full color version of th
logo may be used against
a 100% black background.
The only exception is that
the “Convention & Visitors
Bureau” shall be reproduced
in white.
4. A white (reversed) version of
the logo may be used against
a Pine Green or any of the
colors in the brand palette
except for tinted versions.
2.13
4
1 2
3

25. The Fairfield City Logo
The city government of Fairfield
uses a logo that is closely aligned
with the Fairfield brand but is
differentiated as independent
from the CVB or other
community organizations.
The city identity includes a small
“City of” in place of the dot in
the first “i” of the logotype.
2.14

26. The Fairfield City Logo
Permissible Variations
The Fairfield City logo may be
used in alternate color formats.
1. For one-color print
applications, the entire logo
may be reproduced using
Pine Green, PMS 555 with
screen tints against a white
background.
2. For black and white print
applications, the entire logo
may be reproduced using
100% black with screen tints
against a white background.
3. A full color version of th logo
may be used against a 100%
black background. The only
exception is that the “City
of” shall be reproduced in
white.
4. A white (reversed) version of
the logo may be used against
a Pine Green or any of the
colors in the brand palette
except for tinted versions.
2.15
4
1 2
3

27. The Fairfield City Logo
with Iowa
Adding “Iowa” to the City of
Fairfield logo is only necessary
when it is presented to an
out-of-state audience who may
otherwise confuse it with a
Fairfield in another state.
2.16

28. The Fairfield City Logo
with Iowa
Permissible Variations
The Fairfield City logo with Iowa
may be used in alternate color
formats.
1. For one-color print
applications, the entire logo
may be reproduced using
Pine Green, PMS 555 with
screen tints against a white
background.
2. For black and white print
applications, the entire logo
may be reproduced using
100% black with screen tints
against a white background.
3. A full color version of th
logo may be used against a
100% black background. The
only exception is that the
“City of” and ”Iowa” shall be
reproduced in white.
4. A white (reversed) version of
the logo may be used against
a Pine Green or any of the
colors in the brand palette
except for tinted versions.
2.17
4
1 2
3

29. The Fairfield City Logo
with Tag Line
Adding “Iowa” to the City of
Fairfield logo is only necessary
when it is presented to an
out-of-state audience who may
otherwise confuse it with a
Fairfield in another state.
2.18
Co ìt. C ate. Îë .

30. The Fairfield City Logo
with Tag Line
Permissible Variations
The Fairfield City logo with tag
line may be used in alternate
color formats.
1. For one-color print
applications, the entire logo
may be reproduced using
Pine Green, PMS 555 with
screen tints against a white
background.
2. For black and white print
applications, the entire logo
may be reproduced using
100% black with screen tints
against a white background.
3. A full color version of th
logo may be used against a
100% black background. The
only exception is that the
“City of” and tag line shall be
reproduced in white.
4. A white (reversed) version of
the logo may be used against
a Pine Green or any of the
colors in the brand palette
except for tinted versions.
2.19
4
1 2
3

31. The Fairfield City Wordmark
A wordmark version of the City
logo is used for applications that
require a more conservative look
or for applications that have very
limited visible area.
2.20
Municipal Utilities

32. The Fairfield City Wordmark
Permissible Variations
The Fairfield City Wordmark
may be used in alternate color
formats.
1. For one-color print
applications, the entire
wordmark may be
reproduced using Light
Green PMS 369, Pine Green,
PMS 555 or 100% Black
against a white background.
2. A white (reversed) version
of the city wordmark may be
used against a 100% black or
any of the colors in the brand
palette except for tinted
versions.
3. A white (reversed) version
of the city wordmark may be
used against a photo image
as long as the background
image does not have
competing, high contrast
visual elements that invade
the clear space.
2.21
1
2
3

33. Municipal Utilities
= X
X
(1/2 of) X
(4 x) X
X
X
X
X
Wastewater Department
= X
X
(1/2 of) X
(4 x) X
X
X
X
X
The Fairfield City
Departmental Logo
Departments within the city
government often require their
own identity.
Department identities are
represented by the Fairfield City
wordmark with the addition
of their respective department
name placed below using the PT
Sans Bold font.
The added departmental name
shall be centered under the stem
of the lower case f.
The capital letter height of the
department name is determined
by the height of the lower case
“t” in “City” which equals “X”.
The space from the wordmark
to the department name is
determined by 1/2 of the height
of the lower case “t” in “City”
which equals “X”.
2.22

34. The Fairfield City
Departmental Logo
Permissible Variations
The Fairfield City Departmental
logo may be used in alternate
color formats.
1. For one-color print
applications, the entire
Fairfield City Departmental
logo may be reproduced
using Light Green PMS 369,
Pine Green, PMS 555 or
100% Black against a white
background.
2. A white (reversed) version
of the Fairfield City
Departmental logo may be
used against a 100% black or
any of the colors in the brand
palette except for tinted
versions.
3. A white (reversed) version
of the Fairfield City
Departmental logo may be
used against a photo image
as long as the background
image does not have
competing, high contrast
visual elements that invade
the clear space.
2.23
2
1
2
3

35. The Fairfield
Celebratory Logos
The Fairfield Celebratory logos
feature the Tree of Inspiration as
the primary graphic to be used
as a packaging device for items
such as community signage,
branded merchandise, special
events and promotional give-
aways.
Two versions are available. The
CVB version is intended
for visitor experiences while
the City version is intended for
resident experiences. Both may
be used by the City and the CVB
at their discretion.
2.24

36. The Celebratory Logo (CVB)
Permissible Variations
The CVB version of the
Celebratory logo features
the Tree of Inspiration as the
primary graphic as a packaging
device such as community
signage, branded merchandise,
special events and promotional
give-aways.
Two versions are available. The
Fairfield Iowa version is intended
for visitor experiences while
the City of Fairview version
is intended more for resident
experiences. Both may be used
by the City and the CVB at their
discretion.
2.25

37. The Celebratory Logo (City)
Permissible Variations
The City version of the
Celebratory logo features
the Tree of Inspiration as the
primary graphic as a packaging
device such as community
signage, branded merchandise,
special events and promotional
give-aways.
Two versions are available. The
Fairfield Iowa version is intended
for visitor experiences while
the City of Fairview version
is intended more for resident
experiences. Both may be used
by the City and the CVB at their
discretion.
2.26

38. Rules of Use

39. Clear Space
A minimum clear space on all
sides of the Fairfield logos and
wordmarks is measured by the
height of the stem of the letter
“i” from the Fairfield wordmark.
The distance defined by the
height of the letter “i” represents
the minimum clear space
required between the outer
most elements of the logos and
wordmarks and the definable
outer edge of a field or the
nearest edge of another graphic
or visual element.
The clear space 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 logos and wordmarks
but it is recommended that all
versions remain isolated.
3.1
Co о & V ors B êu
Wastewater Department

40. Clear Space
For applications that feature
the Tree of Inspiration, the
distance defined by the height of
the dark green color paint daub
represents the minimum clear
space required between the outer
most elements of the graphic and
the definable outer edge of a field
or the nearest edge of another
graphic or visual element.
The clear space 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 Tree of Inspiration
and Celebratory Logo but it is
recommended that all versions
remain isolated.
3.2

41. Minimum Sizes
1. The minimum size of the
Fairfield logos, wordmarks,
and isolated tag line shall
be no less than 1” from the
left edge of the “F” to the
right edge of the “d” in the
logotype.
2. The minimum size of the
isolated Tree of Inspiration,
and the Celebratory Logo
shall be no less than 1” from
the left edge of the orange
daub to the right edge of the
light green daub.
3. The minimum size of the
isolated tag line shall be no
less than 1” from the left
edge of the “T” to the right
edge of the “e”.
3.3
1" 1"
Wastewater Department
1 2
3

42. Prohibited
1. Under no circumstances shall
users of the Fairfield Brand
Identities, rearrange or make any
alterations to their parts.
2. The color arrangement shall never
be reorganized or changed in any
way. This includes adding halos,
outlines, gradient blends and drop
shadows.
3. No element shall be removed.
4. Single color versions shall not
deviate from those specified in
this document.
5. The Fairfield Brand Identities
must never be placed against a
textured background other than
a low contrast photo image or a
white/off-white texture.
6. They shall never be used over a
photo image that has competing,
high contrast visual elements that
invade their clear space.
7. The Fairfield Brand Identities
shall never be used as a third party
identity.
8. They shall never be used as a
watermark.
9. They must never be placed against
a colored background other than
white, off-white or black.
10. When the Fairfield Brand
Identities are used with isolated
imagery, they must never be
obstructed or obscured.
11. Never use the Fairfield Brand
Identities in a sentence.
12. Never rotate or use them in a
vertical format.
Come to and feel our vibe!
G A L L E R Y T O U R S
4
1 2 3
5 6
7
8 9
10
11
12
3.4

43. Brand Elements

44. Colors
The Fairfield Brand is supported
by primary, secondary and tertiary
color sets. These colors reflect the
character of Fairfield and should
never be altered.
The primary set includes seven
Pantone (PMS) colors. One or
more of these colors are used
to represent the Brand Identity
Graphics.
The secondary set consists
of screen tints of the primary
set. These are to be used as
complimentary treatments for
subtle graphic effects.
The tertiary set consists of
saturated colors that are the
overlapping areas of the daubs.
All colors are broken down into
reproduction formulas for print
media (CMYK), digital (RGB) and
web media (HEX).
70% 40% 30% 15%
CMYK 67/12/100/1
RGB 99/167/10
HEX 63A70A
CMYK 24/99/78/17
RGB 164/31/53
HEX A41F35
PMS 369
Light Green
PMS 201
Wine
70% 40% 30% 15%
CMYK 82/33/78/21
RGB 45/112/80
HEX 2D7050
CMYK 44/81/62/52
RGB 88/41/49
HEX 582931
PMS 555
Pine Green
PMS 504
Stone
70% 40% 30% 15%
CMYK 69/10/18/0
RGB 59/176/201
HEX 3BB0C9
CMYK 47/94/47/37
RGB 105/32/69
HEX 692045
PMS 631
Sky Blue
PMS 229
Eggplant
70% 40% 30% 15%
CMYK 11/100/47/1
RGB 214/0/87
HEX D60057
CMYK 55/40/100/22
RGB 109/112/46
HEX 6D702E
Rubine Red
Rose
PMS 5757
Olive Green
70% 40% 30% 15%
CMYK 39/100/40/17
RGB 142/11/86
HEX 930B56
CMYK 96/22/100/9
RGB 0/131/62
HEX 00833E
PMS 228
Plum
PMS 348
Cool Green
70% 40% 30% 15%
CMYK 6/35/100/0
RGB 237/170/0
HEX ED4400
PMS 124
Sun Yellow
70% 40% 30% 15%
CMYK 0/0/0/100
RGB 35/31/32
HEX 231F20
Black
Primary Secondary Tertiary
4.1

45. 4.2
Typography
Regulated typography is a powerful
tool used to market the Fairfield
brand and should be used in all forms
of promotional communication to
maintain a strong and unified brand
expression.
Suomi Hand is the font that
inspired the design of the Fairfield
logo letter forms. It has also been
adopted as a support font for sub
identities, headlines and special
communications. It should only be
used for marketing the Fairfield brand.
PT Font Family
PT is the primary font family for the
Fairfield brand. It was selected out of
hundreds of fonts to be compatible
with the Brand Identities. It includes
8 styles that can be used together or
separately in support of the Brand
Identities.
Note: For organizations other than the
Fairfield Iowa Convention & Visitors
Bureau who engage in general non-
promotional communications and
who elect not to purchase the PT font
family, may use the Garamond font
family as a substitute.
Suomi Hand
ABCDEFGHIJKLMNOPQR STUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PT Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PT Sans Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PT Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PT Sans Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PT Serif Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PT Serif Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PT Serif Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
PT Serif Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890

46. The Paint Daubs
The shapes used in the Tree of
Inspiration canopy are inspired
from daubs of paint on an artist’s
palette.
These colorful shapes may be
used as clusters of color accents,
blended background patterns or
cropped photos.
4.3

47. Patterns
Background patterns have
been created for special field
treatments. They are largely
made up of translucent paint
daubs. Each background is a
unique combination of colors
which convey different hues.
4.4

48. The Applied Brand

49. Cups & Coasters
Coffee cups and drink coasters
are among popular items visitors
buy as gifts or souvenirs.
Private vendors who want to
use Fairfield Brand identities
on their custom products must
contact the Fairfield Convention
and Visitors Bureau to apply for
a brand licensing release. Only
after a submitted brand licensing
release has been approved may
a retailer use a Fairview Brand
identity for retail purposes.
5.1

50. Apparel
Fairfield apparel is an important
retail vehicle that will be a
popular product for visitors
looking for gifts or souvenirs.
City polos and departmental
apparel can be branded with the
Fairfield City wordmark.
5.2

51. Print Advertising
Advertising should be visually
bold and use minimal copy.
It is recommended that ads
incorporate crisp, high resolution
photography depicting people
actively engaging in activities
that represent the best of
Fairfield.
Ads that target in-state markets
should use the Fairfield Logo
without Iowa.
Ads that target out-of-state
markets should use the Fairfield
Logo with Iowa.
In both cases, the tag line should
be used within the ad grouped
with the logo or isolated, as long
as it is featured.
The TravelFairfield.com url must
be used in all advertising so the
viewer can access the website for
more information.
5.3

52. Rack Brochures
Rack brochures can be an
effective means to deliver
regional information to visitors
in or outside of the city. Such
materials can be available at
information kiosks, visitor
centers and public attractions.
Most brochure display cases
obscure the lower 3/4ths of the
brochure. The logo or identifying
message should be placed on the
top 1/4th so it is visible.
Multiple brochures are more
effective if they share a common
design and theme.
5.4
T lú fi d. m
E N J O Y
T lú fi d. m
T U N E I N
T lú fi d. m
C O N N E C T
T lú fi d. m
R E L A X

53. Point of Arrival Gateway
Primary Gateway signs mark
points of arrival into Fairfield.
They let visitors know that they
have arrived at a unique place
and that a memorable experience
awaits.
A gateway sign is an opportunity
to make the best first impression
to visitors entering your
community for the first time.
This first impression will set the
tone for a visitor’s experience.
The Fairfield gateway sign
should be made of materials
that are indicative of the area
but is constructed for longevity,
legibility and in compliance with
local codes and regulations.
5.5

54. Street Banners
Street banners can help infuse
brand into an environment. They
are often used to demarcate
districts or downtown areas,
celebrate the seasons or promote
an event.
They should be limited in the
amount of information they
display. Size matters– if they are
too small, they get lost among
busy storefronts and signage,
too large and they will block
retail identities and become a
clearance hazard for vehicles and
pedestrians.
If designed right, they can sere
as a visual catalyst for busy
communities. More importantly,
they can help establish a
memorable sense of place.
5.6
ÎëCo ìt
C ate

55. Visitor’s Guide
The visitor’s guide should be
treated as a travel magazine.
The articles within it should tell
the reader about key attractions
and events in Fairfield.
It should also serve as a passive
marketing tool, written in a
positive and entertaining voice
supported by professional
photography printed on
magazine-grade paper stock.
V I S I T O R ’ S G U I D E
Eat, Drink And Be Merry
Fairfield has good tastes
Art for Art’s Sake
Take a tour of the artist’s walk
and get inspired
Music to Your Ears
Here is where the music is
and it is all around
Diversity University
Why do people from all over
come here?
P U B L I CAT I O N O F T H E F A I R F I E L D CO N V E N T I O N & V I S I TO R S B U R E A U
The Fairfield Celebratory
logo is used as a masthead
that remains unchanged from
issue to issue.
Full bleed photographic
imagery should be bold and
relative to the featured article.
Titles of key articles within
the issue are featured on
the cover with a short
descriptive caption.
The organization credit
remains a fixed element
from issue to issue
5.7
Visitor’s Guide
is part of the
masthead and
also remains
unchanged in
each issue.

56. Business Cabinet
A Business Cabinet includes a
business card, letterhead and
envelope. The ensemble is less of
a marketing tool and more of a
business communication vehicle.
Although these materials should
be more conservative than the
Fairfield marketing materials,
they should still celebrate the
brand and convey welcoming
character.
200 N. Main
Fairfield, IA 52556
(641) 472-2828
TravelFairfield.com
200 N. Main
Fairfield, IA 52556
Officer’s Name
Officer’s Title
641.472.2828
name@travelfairfield.com
200 N. Main
Fairfield, IA 52556
TravelFairfield.com
5.8

57. Vehicle
City vehicles should be marked
with the Fairfield brand but with
an official, less promotional
character.
The City of Fairfield
Departmental wordmark is
featured prominently on the
doors with an isolated Tree of
Inspiration placed on the rear
wheel wells.
5.9

58. For information and assistance regarding adoption
and use of the Fairfield brand and visual identity,
e-mail us at info@TravelFairfield.com.
Visit us online at TravelFairfield.com
The Fairfield brand strategy was created following
extensive research and community consultation by
Total Destination Marketing.
DestinationBranding.com
The brand identities and brand guidelines were
designed by Axia Creative.
AxiaCreative.com
6.1