Brand Style Guide - Mankato

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Information about Brand Style Guide - Mankato
Design

Published on February 19, 2014

Author: Axiacreative

Source: slideshare.net

Description

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

Brand Style Guide

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

Overview 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. 3

The 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. The Brandmark There are several components of the Mankato Brandmark: 8 6 1. The Mankato wordmark. Its color is Midnight Blue, Pantone 540. 4 2 5 2. The Brand Symbol represents a stylized bike rider. It suggests movement and artistic expression. 3 3. The path or horizontal stroke. Its color is Sky Blue, Pantone 2925. 1 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. 4 7

1. The tagline. Its color is Apple Green, Pantone 376. The Brandmark with Tagline 1 5

A. Full color version without tagline. Clearspace 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 clearspace must be maintained at all times. These areas must never be invaded by other graphics, borders or photographic elements. 1 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. A 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. B 6

1. The brand color palette consists of 6 colors: Midnight Blue, Sky Blue, Sweet Pink, Solar Orange, Apple Green and Ivy Green. Color Palette 1 2. The colors are derived from the Pantone Matching System. Name 2 Specification 3 4 5 6 7 Tints CMYK RGB HEX Greyscale 50% 30% Midnight Blue 3. Each color may be reproduced as 4 screen tints. PANTONE 540 C 20% 10% 50% 4. When printing using 4 color process, the CMYK formulas must be maintained. 30% Sky Blue PANTONE 2925 C 5. When digitally reproduced or displayed electronically, the RGB formulas must be maintained. 20% 10% 50% 30% Sweet Pink PANTONE 233 C 6. In web media, the Hex formulas (or web safe RGB) will ensure accurate representation. 20% 10% 50% 30% Solar Orange PANTONE 137 C 7. In Black and White applications, each color can be represented as a screen percentage of black as defined in greyscale. 20% 10% 50% 30% Apple Green PANTONE 376 C 20% 10% 50% 30% Ivy Green PANTONE 7483 C 7 20% 10% C = 100 M = 55 Y=0 K = 55 R=0 G = 55 B = 103 #003767 100% C = 68 M = 34 Y=0 K=0 R = 80 G = 145 B = 205 #5091CD 40.46% C = 11 M = 100 Y=0 K=0 R = 214 G = 12 B = 140 #DC0C8C 62.3% C=0 M = 35 Y = 90 K=0 R = 251 G = 176 B = 52 #FBB034 30.55% C = 50 M=0 Y = 100 K=0 R = 141 G = 198 B = 63 #8DC63F 26% C = 85 M=0 Y = 100 K = 55 R=0 G = 98 B = 39 #006227 91.5%

The 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. Full Color Brandmark Against Dark Background 8 6 4 5 7 3 Option A: Midnight Blue background A Option B: Black background 1 1. The Mankato wordmark. Its color is White. 2 2. The tagline. Its color is Apple Green, Pantone 376. 3. The path or horizontal stroke. Its color is Sky Blue, Pantone 2925. 8 6 4. The rider or swash. Its color is Sky Blue, Pantone 2925. 4 5 5. The rear wheel or small ring. Its color is Solar Orange, Pantone 137. 3 B 6. The chainset or dot. Its color is Sweet Pink, Pantone 233. 1 2 7. The front wheel or large ring. Its color is Apple Green, Pantone 376. 8. The overlap. Its color is Ivy Green, Pantone 7483. 8 7

For single color applications it is recommended that Midnight Blue or Black be used. Single Color with Screens 1 1 Option A: In single color applications, the brandmarks may be reproduced as various percentages of Midnight Blue. 2 3 1. 100% or solid. 3 2 A 2. 60% screen tint. 3. 30% screen tint. 1 Option B: In black and white applications such as newsprint, the brandmarks may be reproduced as various percentages of Black. 3 4. 100% or solid. 4 5. 70% screen tint. 4 6. 40% screen tint. Whenever possible, both single color versions of the Brandmark must be used over a white or an off-white background. 6 6 5 B 4 6 9 5

Two color versions of the brandmark may be used in rare cases. In either example, Midnight Blue is the dominant base color. Two Color Versions 1 Option A 1. Midnight Blue 2. Apple Green 1 2 2 1 Option B 1. Midnight Blue 2. Sky Blue A 1 Whenever possible, both two color versions of the Brandmark must be used over a white or an off-white background. 2 1 2 2 1 B 1 2 10 1

When used in reverse over a colored background, the Brandmark shall be applied as opaque white with screen tints. White on Color Backgrounds 1. White over Black 2. White over Midnight Blue 3. White over Sky Blue 4. White over Apple Green 5. White over Solar Orange 1 2 3 4 5 6 6. White over Sweet Pink 11

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. The “Visit” Brandmark 8 There are several components of the Mankato Brandmark: 6 5 1. The Visit Mankato wordmark. Its color is Midnight Blue, Pantone 540. 2 2. The Brand Symbol represents a stylized bike rider. It suggests movement and artistic expression. 4 7 3 3. The path or horizontal stroke. Its color is Sky Blue, Pantone 2925. 1 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. 12

1. The tagline. Its color is Apple Green, Pantone 376. The “Visit” Brandmark with Tagline 1 13

Wordmarks 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. Wordmarks Option A: The Mankato wordmark Option B: The Visit Mankato wordmark A B 14

Using 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. Watermarks Option A: 50% white watermark against a watercolor texture. Option B: 50% white watermark against a solid colored background. A B 15

In rare cases such as a specific ad campaign or logo apparel, the wordmark may be reproduced in multiple colors from the color palette. Special Treatments 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. 16

1. 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”. Minimum Sizes 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”. 5/8" 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”. 1 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”. 9/16" 2 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”. 3/8" 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 17 5/8" 4 9/16" 5 3/8" 6

1. Under no circumstances shall users of Mankato Brandmark rearrange or make any alterations to its parts. Prohibited 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. 2 1 3 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. 4 5 6 8 6. The Brandmark shall never be used against a photo image background that has competing, high contrast visual elements that invade the clear space. 9 7. The Brandmark shall never be used as a third party identity. 8. The full Brandmark shall never be used as a watermark. 7 9. The 6 color Brandmark must never be placed against a colored background other than white or off-white. Come to 10.When the Brandmark is used with isolated imagery, it must never be obstructed or obscured. 11 12 11.Never use the Brandmark in a sentence. 12.Never rotate the Brandmark or use it in a fixed, vertical format. to get away! 10 18

The font used in both the Mankato and Visit Mankato wordmarks is a customized derivative of several calligraphic styles. Fonts 1. The tagline is derived from Annifont Italic. It has been altered from its original design to suit the needs of the Brandmark. Annifont Italic 1 2. When creating headlines, sub-heads, captions or body text on printed collateral and signage, the Formata font family shall be used. ABCDEF abcdef123 Formata Regular Formata Regular Formata Regular Italic ABCDEF abcdef123 ABCDEF abcdef123 ABCDEF abcdef123 ABCDEF abcdef123 Formata Medium Formata Medium Italic Formata Bold Formata Bold Italic ABCDEF abcdef123 ABCDEF abcdef123 ABCDEF abcdef123 ABCDEF abcdef123 Tahoma Regular 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. Formata Italic Tahoma Bold ABCDEF abcdef123 ABCDEF abcdef123 2 3 4. Messages on Vehicular Guide Signs should use Wayfinding Sans Condensed Bold. Wayfinding Sans Condensed Bold 4 19 ABCDEF abcdef123

Photographic imagery must be professional and simple in composition. When possible, images should be composed or cropped to accommodate overlaying, reversed text. Photography 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. 20

There 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. Co-branding X 1. The Brandmark is used in an inline pairing with a 3rd party logo, centered either vertically below or horizontally to the right. 1 3rd Party Logo 2 4 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). Y 1 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). 3rd Party Logo 3 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. 21 5

Application Styles 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. 22

Coffee Cup 23

Street Banners 24

Gateway Sign 25

Wayfinding Signs City Hall Spring Lake Park Golf Restrooms Ahead this block Off Main Store Trinkets & Treasures 1 Blocks North ABC Restaurant il Tra Orange Trail American Cuisine en Gre Ahead this block XYZ Cafe Coffee & Sandwiches Sed pulvinar, felis id consectetuer malesuada, enim nisl mattis elit, a facilisis tortor nibh quis leo. Sed augue lacus, pretium vitae, molestie eget, rho 2 Blocks North Side Street Shop Fine gifts for everyone 2 Blocks North Directory Off Main Store Trinkets & Treasures 1 Blocks North ABC Restaurant American Cuisine Ahead this block XYZ Cafe Coffee & Sandwiches 2 Blocks North Vehicular Guide Sign 26 Information Kiosk Trailblazer Pedestrian Guide Sign

Pop-up Display 27

Brochures visitmankato.com gulfshores.com gul 28 fsh ore s.co m

Apparel 29

Website Home Page Restaurants Tr ails Shopping Beauty & Wellness P ormances erf Worship Government Business Education Events Trail Option 1 Performance Option 1 Event Option 1 Trail Option 2 Performance Option 2 Event Option 2 Trail Option 3 Performance Option 3 Event Option 3 Trail Option 4 Performance Option 4 Event Option 4 Trail Option 5 Performance Option 5 Event 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. Event Option 6 This is a legal disclaimer statement written to protect the visitmankatomn web.site and its content 30 Contact Us

Business Cabinet Anna Thill, President One Civic Center Plaza, Suite 200 Mankato, MN 56001 One Civic Center Plaza, Suite 200 Mankato, MN 56001 One Civic Center Plaza, Suite 200 Mankato, MN 56001 Phone: 507.385.6664 Fax: 507.345.8376 athill@visitmankato.com visitmankato.com 31 Phone: 507.385.6664 Fax: 507.345.8376 athill@visitmankato.com visitmankato.com

Print Advertising: Small Space Low traffic, bike friendly roads Miles of paved trails Established scenic routes Great trails for mountain bikers visitmankatomn.com 32

Print Advertising: Quarter to Half Page It’ all so close s 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 33 Scan me with your smart phone

Print Advertising: Full Page, Leisure Market 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 34

Print Advertising: Full Page, Meeting & Conventions 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 35

PowerPoint Slide Templates Slide Set 2 Title slide Alternate Title slide 36 Slide Set 1

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