This document provides guidelines for maintaining brand consistency for the city of Mankato's brand identity. It outlines the proper use of the brandmark logo and its components, color palette, minimum sizes, acceptable fonts, photography styles, and prohibited uses. The purpose is to present Mankato's brand in a clear, unified way across all communications to build brand equity and increase interest in Mankato as a desirable destination.
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
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
In early 2014, Skout It helped launch Monogram Decor for Courtney Lake Interior Design. Our scope included naming the firm, branding, website design, and email marketing.
Municipal Water District of Orange County Brand Style Guide or Logo and Brand Identity Guidelines. In 2017, after nearly 47 years with the same visual identity, the District began a complete rebranding effort starting with a new, modernized logo. This guide was created and implemented in 2018 for both internal and external customers.
All organizations have a brand or corporate identity and the way in which it is perceived is often vital to the way in which clients and employees respond to that organization. The key to good brand identity design is the simple communication of the client's public image. Brand should reflect the company, and the products or services that company provides. A good brand identity enables a company to position itself visually in the market alongside its competitors.
My overall task is to create such a brand identity and brand identity program - from the logo through appropriate design applications, such as stationery, menus, napkins, uniforms, web home page and signage. I must choose one of the particular culturally-based themes to reflect the bistro's personality - give it a name and design a brand identity (logo) and set of brand guidelines. It is important to have an idea of how the concept of a particular country and culture will work as a space where people will be spending some time eating and drinking. The brand identity for the chosen bistro must reflect this concept. Each of these bistros should also reflect the area they are located in, basing on my demographic and style research.
Of all the options, I chose British Colonial themed bistro of which will be located in the area of Bangsar, Kuala Lumpur. Designed in Adobe InDesign and Adobe Illustrator, this is the brand identity manual for the bistro, showing a set of consistent and flexible guidelines and rules so that future items can be designed using these guidelines and rules and remain part of a growing consistent brand identity.
This an annual report we developed for St. Maarten Medical Center. The challenge was to incorporate their existing identity while elevating the report with fresh and contemporary graphics. The Hospital is positioned to change their brand in 2020.
Avia empowers businesses and institutions with strong brands that get noticed. We amplify marketing with compelling messages that get heard. We plan, design and implement wayfinding programs to help people find their way to your destination. We produce compelling marketing videos that amplify a brand’s voice. Avia provides solutions that empower brands, move businesses upward and communities forward.
NAGICO Insurances is the premier insurance provider in the Caribbean. Their headquarters are located in Dutch St. Maarten with offices in more than 21 Caribbean Territories.
In 2009, we were asked by NAGICO to help launch their new, free roadside assistance program. After the successful launch, we were contracted to enhance their existing brand with modifications to their logo and graphic standards. The assignment culminated in the creation of their first brand style guide.
Avia invited Great Destination Strategies to take a look at the NAGICO brand and help redefine their Brand Promise to facilitate their growth within current and emerging markets.
For 10 years Avia served as the exclusive creative agency of record for NAGICO. Up until 2019, we provided the majority of their print media, campaign strategies, office signage, web media and point-of-sale graphics. In early 2020, we updated their brand manual to be handed off to their Hong Kong partner who is in the process of acquiring full ownership of the organization.
In early 2014, Skout It helped launch Monogram Decor for Courtney Lake Interior Design. Our scope included naming the firm, branding, website design, and email marketing.
Municipal Water District of Orange County Brand Style Guide or Logo and Brand Identity Guidelines. In 2017, after nearly 47 years with the same visual identity, the District began a complete rebranding effort starting with a new, modernized logo. This guide was created and implemented in 2018 for both internal and external customers.
All organizations have a brand or corporate identity and the way in which it is perceived is often vital to the way in which clients and employees respond to that organization. The key to good brand identity design is the simple communication of the client's public image. Brand should reflect the company, and the products or services that company provides. A good brand identity enables a company to position itself visually in the market alongside its competitors.
My overall task is to create such a brand identity and brand identity program - from the logo through appropriate design applications, such as stationery, menus, napkins, uniforms, web home page and signage. I must choose one of the particular culturally-based themes to reflect the bistro's personality - give it a name and design a brand identity (logo) and set of brand guidelines. It is important to have an idea of how the concept of a particular country and culture will work as a space where people will be spending some time eating and drinking. The brand identity for the chosen bistro must reflect this concept. Each of these bistros should also reflect the area they are located in, basing on my demographic and style research.
Of all the options, I chose British Colonial themed bistro of which will be located in the area of Bangsar, Kuala Lumpur. Designed in Adobe InDesign and Adobe Illustrator, this is the brand identity manual for the bistro, showing a set of consistent and flexible guidelines and rules so that future items can be designed using these guidelines and rules and remain part of a growing consistent brand identity.
This an annual report we developed for St. Maarten Medical Center. The challenge was to incorporate their existing identity while elevating the report with fresh and contemporary graphics. The Hospital is positioned to change their brand in 2020.
Avia empowers businesses and institutions with strong brands that get noticed. We amplify marketing with compelling messages that get heard. We plan, design and implement wayfinding programs to help people find their way to your destination. We produce compelling marketing videos that amplify a brand’s voice. Avia provides solutions that empower brands, move businesses upward and communities forward.
NAGICO Insurances is the premier insurance provider in the Caribbean. Their headquarters are located in Dutch St. Maarten with offices in more than 21 Caribbean Territories.
In 2009, we were asked by NAGICO to help launch their new, free roadside assistance program. After the successful launch, we were contracted to enhance their existing brand with modifications to their logo and graphic standards. The assignment culminated in the creation of their first brand style guide.
Avia invited Great Destination Strategies to take a look at the NAGICO brand and help redefine their Brand Promise to facilitate their growth within current and emerging markets.
For 10 years Avia served as the exclusive creative agency of record for NAGICO. Up until 2019, we provided the majority of their print media, campaign strategies, office signage, web media and point-of-sale graphics. In early 2020, we updated their brand manual to be handed off to their Hong Kong partner who is in the process of acquiring full ownership of the organization.
Our unrivaled experience, creative solutions, and fresh design activate the art and science of place branding for small cities, regions and downtowns. Avia PlaceBrands produces the research, brand identity and design to promote communities as compelling destinations for visitors, investors, shoppers, and new residents.
Our unrivaled experience, creative solutions, and fresh design activate the art and science of place branding for small cities, regions and downtowns. Avia PlaceBrands produces the research, brand identity and design to promote communities as compelling destinations for visitors, investors, shoppers, and new residents.
Our unrivaled experience, creative solutions, and fresh design activate the art and science of place branding for small cities, regions and downtowns. Avia PlaceBrands produces the research, brand identity and design to promote communities as compelling destinations for visitors, investors, shoppers, and new residents.
Our unrivaled experience, creative solutions, and fresh design activate the art and science of place branding for small cities, regions and downtowns. Avia PlaceBrands produces the research, brand identity and design to promote communities as compelling destinations for visitors, investors, shoppers, and new residents.
Our unrivaled experience, creative solutions, and fresh design activate the art and science of place branding for small cities, regions and downtowns. Avia PlaceBrands produces the research, brand identity and design to promote communities as compelling destinations for visitors, investors, shoppers, and new residents.
Our unrivaled experience, creative solutions, and fresh design activate the art and science of place branding for small cities, regions and downtowns. Avia PlaceBrands produces the research, brand identity and design to promote communities as compelling destinations for visitors, investors, shoppers, and new residents.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Wayfinding is our specialized division that approaches multimodal wayfinding holistically. It guides people to and through environments combining traditional wayfinding devices with digital technologies. Our goal is to point people to destinations, elevate their place experience and enhance their sense of discovery.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
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It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
2. Contents Overview 3
The Brandmark 4
The Brandmark with Tagline 5
Clearspace 6
Color Palette 7
Brandmark Against Dark Background 8
Single Color with Screens 9
Two Color Versions 10
White on Color Backgrounds 11
The “Visit” Brandmark 12
The “Visit” Brandmark with Tagline 13
Wordmarks 14
Watermarks 15
Special Treatments 16
Minimum Sizes 17
Prohibited Use 18
Fonts 19
Photography 20
Co Branding 21
Application Styles 22
3. The Mankato brand summarizes Mankato as a compelling destination through the phrase, “Now Playing.” This is an experiential invitation which
captures the distinctive essence of the city and spirit of the area from a tourism and lifestyle perspective. The brand encapsulates Mankato’s
charm as a bike-friendly, small city with extensive scenic trails and uniquely blends them with its enriching cultural encounters and a vibrant
downtown.
The brand platform is a unifying umbrella under which we focus and prioritize our communications, product development, investment and
partnership outreach, as well as provide a foundation to leverage the marketing efforts of our partners and cross-city partnerships.
The purpose of this Brand Style Guide is to maintain brand consistency in all communications used to represent Mankato as a destination. It is
crucial that we speak with one clear voice so that our message is amplified to reach our audience. Although it is impossible to address all
conceivable interpretations of the Mankato Brand, this guide conveys key elements and style attributes for the most common expressions of the
brand.
The tools in this guide will help build Mankato’s brand equity, increasing interest in the city as a desirable destination for visitors and a proud
home for its residents.
Overview
3
4. 4
The BrandmarkThe Mankato Brandmark (logo) is the
graphic nucleus from which all
marketing communications revolve. With
consistent exposure through consistent
visual communications, Mankato’s brand
equity will increase.
There are several components of the
Mankato Brandmark:
1. The Mankato wordmark. Its color is
Midnight Blue, Pantone 540.
2. The Brand Symbol represents
a stylized bike rider. It suggests
movement and artistic expression.
3. The path or horizontal stroke. Its
color is Sky Blue, Pantone 2925.
4. The rider or swash. Its color is Sky
Blue, Pantone 2925.
5. The rear wheel or small ring. Its color
is Solar Orange, Pantone 137.
6. The chainset or dot. Its color is
Sweet Pink, Pantone 233.
7. The front wheel or large ring. Its
color is Apple Green, Pantone 376.
8. The overlap. Its color is Ivy Green,
Pantone 7483.
1
6
5
7
3
4
2
8
5. 5
The Brandmark with Tagline1. The tagline. Its color is Apple Green,
Pantone 376.
1
6. 6
ClearspaceA. Full color version without tagline.
B. Full color version with tagline.
1. A minimum clear space on all sides
of the Brandmark is measured by
the height of the letter “a” from the
Mankato wordmark.
The distance defined by the height
of the letter “a” represents the
minimum clearspace required
between the outer most elements
of the Brandmark and the definable
outer edge of a field or the nearest
edge of another graphic or visual
element.
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.
A
B
1
7. 7
Color Palette1. The brand color palette consists of
6 colors: Midnight Blue, Sky Blue,
Sweet Pink, Solar Orange, Apple
Green and Ivy Green.
2. The colors are derived from the
Pantone Matching System.
3. Each color may be reproduced as 4
screen tints.
4. When printing using 4 color process,
the CMYK formulas must be
maintained.
5. When digitally reproduced or
displayed electronically, the RGB
formulas must be maintained.
6. In web media, the Hex formulas (or
web safe RGB) will ensure accurate
representation.
7. In Black and White applications, each
color can be represented as a screen
percentage of black as defined in
greyscale.
PANTONE
7483 C
Ivy Green
C = 85
M = 0
Y = 100
K = 55
R = 0
G = 98
B = 39
#006227
50%
30%
20%
10%
PANTONE
376 C
Apple Green
C = 50
M = 0
Y = 100
K = 0
R = 141
G = 198
B = 63
#8DC63F
50%
30%
20%
10%
PANTONE
137 C
Solar Orange
C = 0
M = 35
Y = 90
K = 0
R = 251
G = 176
B = 52
#FBB034
50%
30%
20%
10%
PANTONE
233 C
Sweet Pink
C = 11
M = 100
Y = 0
K = 0
R = 214
G = 12
B = 140
#DC0C8C
50%
30%
20%
10%
PANTONE
2925 C
Sky Blue
C = 68
M = 34
Y = 0
K = 0
R = 80
G = 145
B = 205
#5091CD
50%
30%
20%
10%
PANTONE
540 C
Midnight Blue
C = 100
M = 55
Y = 0
K = 55
R = 0
G = 55
B = 103
#003767
50%
30%
20%
10%
Name Specification Tints CMYK RGB HEX
91.5%
26%
30.55%
62.3%
40.46%
100%
Greyscale
1 2 3 4 5 6 7
8. 8
Full Color Brandmark Against Dark BackgroundThe full color version of the Mankato
Brandmark may be used against dark
backgrounds, restricted to Midnight
Blue or Black. In either condition, the
wordmark shall be changed from
Midnight Blue to white. All other colors
remain unchanged.
Option A: Midnight Blue background
Option B: Black background
1. The Mankato wordmark. Its color is
White.
2. The tagline. Its color is Apple Green,
Pantone 376.
3. The path or horizontal stroke. Its
color is Sky Blue, Pantone 2925.
4. The rider or swash. Its color is Sky
Blue, Pantone 2925.
5. The rear wheel or small ring. Its color
is Solar Orange, Pantone 137.
6. The chainset or dot. Its color is
Sweet Pink, Pantone 233.
7. The front wheel or large ring. Its
color is Apple Green, Pantone 376.
8. The overlap. Its color is Ivy Green,
Pantone 7483.
6
5
7
3
4
8
1
2
A
B
6
5
7
3
4
8
1
2
9. 9
Single Color with ScreensFor single color applications it is
recommended that Midnight Blue or
Black be used.
Option A: In single color applications,
the brandmarks may be reproduced
as various percentages of Midnight Blue.
1. 100% or solid.
2. 60% screen tint.
3. 30% screen tint.
Option B: In black and white
applications such as newsprint, the
brandmarks may be reproduced as
various percentages of Black.
4. 100% or solid.
5. 70% screen tint.
6. 40% screen tint.
Whenever possible, both single color
versions of the Brandmark must be
used over a white or an off-white
background.
A
B
3
1
1
3
3
2
2
1
6
4
4
6
6
5
5
4
10. 10
Two Color VersionsTwo color versions of the brandmark
may be used in rare cases. In either
example, Midnight Blue is the dominant
base color.
Option A
1. Midnight Blue
2. Apple Green
Option B
1. Midnight Blue
2. Sky Blue
Whenever possible, both two color
versions of the Brandmark must be
used over a white or an off-white
background.
A
B
2
1
1
2
2
1
1
2
1
1
2
2
1
1
11. 11
White on Color BackgroundsWhen used in reverse over a colored
background, the Brandmark shall be
applied as opaque white with screen
tints.
1. White over Black
2. White over Midnight Blue
3. White over Sky Blue
4. White over Apple Green
5. White over Solar Orange
6. White over Sweet Pink
1 2
3 4
5 6
12. 12
The “Visit” Brandmark
1
2
The Mankato Brandmark is the graphic
nucleus from which all marketing
communications revolve. With
consistent exposure through consistent
visual communications, Mankato’s brand
equity will increase.
There are several components of the
Mankato Brandmark:
1. The Visit Mankato wordmark. Its color
is Midnight Blue, Pantone 540.
2. The Brand Symbol represents
a stylized bike rider. It suggests
movement and artistic expression.
3. The path or horizontal stroke. Its
color is Sky Blue, Pantone 2925.
4. The rider or swash. Its color is Sky
Blue, Pantone 2925.
5. The rear wheel or small ring. Its color
is Solar Orange, Pantone 137.
6. The chainset or dot. Its color is
Sweet Pink, Pantone 233.
7. The front wheel or large ring. Its
color is Apple Green, Pantone 376.
8. The overlap. Its color is Ivy Green,
Pantone 7483.
7
4
6
5
8
3
14. 14
WordmarksWordmarks are isolated font-only
versions of the brandmarks. They are
typically used for applications that are
restrictive in area or when a subtle
representation is required.
Option A: The Mankato wordmark
Option B: The Visit Mankato wordmark
A
B
15. 15
WatermarksUsing watermarks is a subtle way to add
an understated signature to a visual
element. We recommend that this effect
be restricted to wordmarks only.
Full Brandmarks should never be used
as watermarks.
Option A: 50% white watermark against
a watercolor texture.
Option B: 50% white watermark against
a solid colored background.
A
B
16. 16
Special TreatmentsIn rare cases such as a specific ad
campaign or logo apparel, the wordmark
may be reproduced in multiple colors
from the color palette.
We recommended that this version not
be used pervasively. It should only be
used in rare occasions.
The word ”Minnesota” may be paired
with this wordmark when applied to
items that may find their way out of
state and seen by people who may not
know where Mankato is.
See application example on page 28.
17. 17
Minimum Sizes1. The minimum size of the Mankato
Brandmark with the tagline should
be no less than 5/8” from the left
edge of the “M” to the right curved
edge of the “o”.
2. The minimum size of the Mankato
Brandmark without the tagline
should be no less than 9/16” from
the left edge of the “M” to the right
curved edge of the “o”.
3. The minimum size of the Mankato
wordmark should be no less than
9/16” from the left edge of the “M”
to the right curved edge of the “o”.
4. The minimum size of the Visit
Mankato Brandmark with the tagline
should be no less than 5/8” from
the left edge of the “M” to the right
curved edge of the “o”.
5. The minimum size of the Visit
Mankato Brandmark without the
tagline should be no less than 9/16”
from the left edge of the “M” to the
right curved edge of the “o”.
6. The minimum size of the Visit
Mankato wordmark should be no
less than 3/8” from the left edge of
the “M” to the right curved edge of
the “o”.
3/8" 3/8"
9/16" 9/16"
5/8"5/8"
1 4
2 5
3
6
18. 18
Come to to get away!
4
Prohibited1. Under no circumstances shall users
of Mankato Brandmark rearrange or
make any alterations to its parts.
2. The color arrangement of the
Brandmark shall never be rearranged
or changed in any way. This includes
adding halos, outlines, gradient
blends or drop shadows.
3. No element of the Brandmark shall
be removed.
4. Single color versions of the
Brandmark shall not deviate from
those specified on page 8.
5. The Brandmark must never be
placed against a textured background
other than a low contrast photo
image or a white/off-white texture.
6. The Brandmark shall never be used
against a photo image background
that has competing, high contrast
visual elements that invade the clear
space.
7. The Brandmark shall never be
used as a third party identity.
8. The full Brandmark shall never be
used as a watermark.
9. The 6 color Brandmark must never
be placed against a colored
background other than white or
off-white.
10.When the Brandmark is used with
isolated imagery, it must never be
obstructed or obscured.
11.Never use the Brandmark in a
sentence.
12.Never rotate the Brandmark
or use it in a fixed, vertical format.
1 2 3
5 6
7
8 9
10
11
12
19. 19
FontsThe font used in both the Mankato
and Visit Mankato wordmarks is a
customized derivative of several
calligraphic styles.
1. The tagline is derived from Annifont
Italic. It has been altered from its
original design to suit the needs of
the Brandmark.
2. When creating headlines, sub-heads,
captions or body text on printed
collateral and signage, the Formata
font family shall be used.
3. When Formata is not available on
a computer that is used for general
communication, Tahoma may
be used as a substitute. When
creating HTML (Hyper Text Markup
Language) in web environments,
the Tahoma font family shall be
used exclusively. This is considered a
“web-safe” font.
4. Messages on Vehicular Guide Signs
should use Wayfinding Sans
Condensed Bold.
Tahoma Regular
ABCDEF
abcdef123
Tahoma Bold
ABCDEF
abcdef123
Formata Regular
ABCDEF
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Annifont Italic
ABCDEF
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Formata Italic
ABCDEF
abcdef123
Formata Regular
ABCDEF
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Formata Regular Italic
ABCDEF
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Wayfinding Sans Condensed Bold
ABCDEF
abcdef123
Formata Medium
ABCDEF
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Formata Medium Italic
ABCDEF
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Formata Bold
ABCDEF
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Formata Bold Italic
ABCDEF
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1
2
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4
20. 20
PhotographyPhotographic imagery must be
professional and simple in composition.
When possible, images should be
composed or cropped to accommodate
overlaying, reversed text.
Images should capture the distinctive
essence of the city of Mankato.
They should be vivid in color and
represent positive energetic experiences.
Some images should include individuals
engaging in bike-related activities, winter
sports, trail exploration, theater and
live entertainment.
Symbolic visual references to
professional football should be used to
avoid potential professional team
license infringement.
21. 21
3rd Party
Logo
3rd Party
Logo
Y
X
Co-brandingThere will be opportunities where
partners will want to use the Brandmark
in conjunction with their logo. In these
instances it will be crucial to control the
use of the Brandmark when paired with
3rd party logos.
1. The Brandmark is used in an
inline pairing with a 3rd party logo,
centered either vertically below
or horizontally to the right.
2. In horizontal pairings, separate the
3rd party logo and the Brandmark
with a black vertical rule at a distance
from each logo equal to the width
of the letter “n” from the Mankato
wordmark. The vertical rule’s height
is equal to the height of the 3rd
party logo (X).
3. In vertical pairings, separate the
3rd party logo and the Brandmark
with a black vertical rule at a distance
from each logo equal to the width
of the letter “n” from the Mankato
wordmark. The vertical rule’s length
is equal to the length of the 3rd
party logo (Y).
4. The height of a 3rd party logo is
equal to the height of the
Brandmark (X).
5. The length of a 3rd party logo (Y)
may exceed the length of the
Brandmark as long as its height
remains equal to X.
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2
3
22. The following examples demonstrate recommended design styles to consider when developing any branded items that incorporate the
Mankato Brand and its graphic properties. It is important that all visual communications maintain consistent characteristics as illustrated in this
Style Guide in order to grow and maintain a strong Brand Equity.
Application Styles
22
26. Wayfinding Signs
26
Directory
Orange
Trail
Gre
en
Tra
il
Sed pulvinar, felis id
consectetuer malesuada,
enim nisl mattis elit, a
facilisis tortor nibh quis
leo. Sed augue lacus,
pretium vitae, molestie
eget, rho
City Hall
Spring Lake Park
Golf
Off Main Store
Trinkets & Treasures
1 Blocks North
ABC Restaurant
American Cuisine
Ahead this block
XYZ Cafe
Coffee & Sandwiches
2 Blocks North
Side Street Shop
Fine gifts for everyone
2 Blocks North
Off Main Store
Trinkets & Treasures
1 Blocks North
ABC Restaurant
American Cuisine
Ahead this block
Restrooms
Ahead this block
XYZ Cafe
Coffee & Sandwiches
2 Blocks North
Vehicular Guide Sign Information Kiosk Trailblazer Pedestrian
Guide Sign
30. Website Home Page
30
T h i s i s a l e g a l d i s c l a i m e r s t a t e m e n t w r i t t e n t o p r o t e c t t h e v i s i t m a n k a t o m n w e b . s i t e a n d i t s c o n t e n t
Trail Option 1
Trail Option 2
Trail Option 3
Trail Option 4
Trail Option 5
Cras dictum. Maecenas ut turpis. In
vitae erat ac orci dignissim eleifend.
Nunc quis justo. Sed vel ipsum in
purus tincidunt pharetra. Sed pulvinar,
felis id consectetuer malesuada, enim
nisl mattis elit, a facilisis tortor nibh
quis leo.
Performance Option 1
Performance Option 2
Performance Option 3
Performance Option 4
Performance Option 5
Event Option 1
Event Option 2
Event Option 3
Event Option 4
Event Option 5
Event Option 6
R e s t a u r a n t s S h o p p i n g B e a u t y & W e l l n e s s W o r s h i p G o v e r n m e n t B u s i n e s s E d u c a t i o n C o n t a c t U s
Trails Performances Events
31. Business Cabinet
31
One Civic Center Plaza, Suite 200
Mankato, MN 56001
Phone: 507.385.6664
Fax: 507.345.8376
athill@visitmankato.com
visitmankato.com
Anna Thill, President
One Civic Center Plaza, Suite 200
Mankato, MN 56001
Phone: 507.385.6664
Fax: 507.345.8376
athill@visitmankato.com
visitmankato.com
One Civic Center Plaza, Suite 200
Mankato, MN 56001
32. Print Advertising: Small Space
32
Low traffic, bike friendly roads
Miles of paved trails
Established scenic routes
Great trails for mountain bikers
visitmankatomn.com
33. Print Advertising: Quarter to Half Page
33
It’s all so close
Take the challenge of our scenic trails, cycling
events, and downhill slopes, then unwind in our
vibrant downtown enjoying headliner concerts,
theater, art and lively night entertainment.
visitmankatomn.com
Scan me with your
smart phone
34. Print Advertising: Full Page, Leisure Market
34
We’re just 70 miles from the Twin Cities in a
picturesque river valley. It’s so easy to take
the challenge of our scenic trails, cycling
races and downhill slopes, then unwind in
our vibrant downtown enjoying headliner
concerts, theater, museums, art and lively
night entertainment.
visitmankatomn.com
35. Print Advertising: Full Page, Meeting & Conventions
35
We’re just 70 miles from the Twin Cities
with hotels close to the compact City Center
Convention Campus. When your meeting’s
finished it’s so easy to take the challenge of
our downhill slopes, scenic trails, and cycling
races, then unwind in our vibrant downtown
enjoying headliner concerts, theater, art and
lively night entertainment.
visitmankatomn.com