The Brandmark. There are several components of the Mankato Brandmark: 1. The Mankato wordmark. Its color is Midnight Blue, Pantone 540.

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Carmel Morrison
6 years ago
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1 Brand Style Guide

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 0 White on Color Backgrounds The Visit Brandmark 2 The Visit Brandmark with Tagline 3 Wordmarks 4 Watermarks 5 Special Treatments 6 Minimum Sizes 7 Prohibited Use 8 Fonts 9 Photography 20 Co Branding 2 Application Styles 22

3 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

4 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. The Mankato wordmark. Its color is Midnight Blue, Pantone The Brand Symbol represents a stylized bike rider. It suggests movement and artistic expression The path or horizontal stroke. Its color is Sky Blue, Pantone The rider or swash. Its color is Sky Blue, Pantone The rear wheel or small ring. Its color is Solar Orange, Pantone The chainset or dot. Its color is Sweet Pink, Pantone The front wheel or large ring. Its color is Apple Green, Pantone The overlap. Its color is Ivy Green, Pantone

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

6 A. Full color version without tagline. Clearspace B. Full color version with tagline.. A minimum clear space on all sides of the Brandmark is measured by the height of the letter a from the Mankato wordmark. A 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. B 6

7 . The brand color palette consists of 6 colors: Midnight Blue, Sky Blue, Sweet Pink, Solar Orange, Apple Green and Ivy Green. Color Palette The colors are derived from the Pantone Matching System. 3. Each color may be reproduced as 4 screen tints. Name Specification Tints CMYK RGB HEX Midnight Blue PANTONE 540 C 50% 30% 20% 0% C = 00 M = 55 Y = 0 K = 55 R = 0 G = 55 B = 03 # Greyscale 00% 4. When printing using 4 color process, the CMYK formulas must be maintained. Sky Blue PANTONE 2925 C 50% 30% 20% 0% C = 68 M = 34 Y = 0 K = 0 R = 80 G = 45 B = 205 #509CD 40.46% 5. When digitally reproduced or displayed electronically, the RGB formulas must be maintained. Sweet Pink PANTONE 233 C 50% 30% 20% 0% C = M = 00 Y = 0 K = 0 R = 24 G = 2 B = 40 #DC0C8C 62.3% 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. Solar Orange Apple Green PANTONE 37 C PANTONE 376 C 50% 30% 20% 0% 50% 30% 20% 0% C = 0 M = 35 Y = 90 K = 0 C = 50 M = 0 Y = 00 K = 0 R = 25 G = 76 B = 52 R = 4 G = 98 B = 63 #FBB034 #8DC63F 30.55% 26% Ivy Green PANTONE 7483 C 50% 30% 20% 0% C = 85 M = 0 Y = 00 K = 55 R = 0 G = 98 B = 39 # % 7

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

9 For single color applications it is recommended that Midnight Blue or Black be used. Single Color with Screens Option A: In single color applications, the brandmarks may be reproduced as various percentages of Midnight Blue.. 00% or solid A 2. 60% screen tint % screen tint. Option B: In black and white applications such as newsprint, the brandmarks may be reproduced as various percentages of Black % or solid % screen tint % screen tint Whenever possible, both single color versions of the Brandmark must be used over a white or an off-white background. B

10 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 Option A. Midnight Blue 2. Apple Green 2 2 Option B. Midnight Blue 2. Sky Blue A Whenever possible, both two color versions of the Brandmark must be used over a white or an off-white background B 2 0

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

12 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 There are several components of the Mankato Brandmark:. The Visit Mankato wordmark. Its color is Midnight Blue, Pantone The Brand Symbol represents a stylized bike rider. It suggests movement and artistic expression The path or horizontal stroke. Its color is Sky Blue, Pantone The rider or swash. Its color is Sky Blue, Pantone The rear wheel or small ring. Its color is Solar Orange, Pantone The chainset or dot. Its color is Sweet Pink, Pantone The front wheel or large ring. Its color is Apple Green, Pantone The overlap. Its color is Ivy Green, Pantone

13 . The tagline. Its color is Apple Green, Pantone 376. The Visit Brandmark with Tagline 3

14 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 4

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.

15 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 5

16 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. 6

17 . 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 9/6 from the left edge of the M to the right curved edge of the o. 5/8" 5/8" 3. The minimum size of the Mankato wordmark should be no less than 9/6 from the left edge of the M to the right curved edge of the o 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. 9/6" 9/6" The minimum size of the Visit Mankato Brandmark without the tagline should be no less than 9/6 from the left edge of the M to the right curved edge of the o. 3/8" 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

. Under no circumstances shall users of Mankato Brandmark rearrange or make any alterations to its parts. Prohibited 2.

No element of the Brandmark shall be removed. 2 3 4. Single color versions of the Brandmark shall not deviate from those specified on page 8. 5.

The Brandmark shall never be used against a photo image background that has competing, high contrast visual elements that invade the clear space. 4 5 6 7.

18 . 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 Single color versions of the Brandmark shall not deviate from those specified on page 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 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. 7 Come to 8 9 to get away! 0.When the Brandmark is used with isolated imagery, it must never be obstructed or obscured..never use the Brandmark in a sentence Never rotate the Brandmark or use it in a fixed, vertical format. 8

19 The font used in both the Mankato and Visit Mankato wordmarks is a customized derivative of several calligraphic styles. Fonts. The tagline is derived from Annifont Italic. It has been altered from its original design to suit the needs of the Brandmark. Annifont Italic ABCDEF abcdef23 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 Formata Regular ABCDEF abcdef23 Formata Medium ABCDEF abcdef23 Tahoma Regular ABCDEF abcdef23 Wayfinding Sans Condensed Bold ABCDEF abcdef23 Formata Italic ABCDEF abcdef23 Formata Medium Italic ABCDEF abcdef23 Tahoma Bold ABCDEF abcdef23 Formata Regular ABCDEF abcdef23 Formata Bold ABCDEF abcdef23 Formata Regular Italic ABCDEF abcdef23 Formata Bold Italic ABCDEF abcdef23 9

Photographic imagery must be professional and simple in

When possible, images should be composed or cropped to

Photography Images should capture the distinctive essence

They should be vivid in color and represent positive

Some images should include individuals engaging in

20 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

21 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.. The Brandmark is used in an inline pairing with a 3rd party logo, centered either vertically below or horizontally to the right. Co-branding X 3rd Party Logo 2 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). 4 Y 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 5 4. The height of a 3rd party logo is equal to the height of the Brandmark (X) The length of a 3rd party logo (Y) may exceed the length of the Brandmark as long as its height remains equal to X. 2

22 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

23 Coffee Cup 23

24 Street Banners 24

25 Gateway Sign 25

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

27 Pop-up Display 27

28 Brochures visitmankato.com gulfshores.com g u l f s h o r e s. c o m 28

29 Apparel 29

Website Home Page Trails Performances Events Restaurants Shopping Beauty & Wellness Worship Government Business Education Contact Us Trail Option Trail Option 2 Trail Option 3 Trail

Sed pulvinar, felis id consectetuer malesuada, enim nisl mattis elit, a facilisis tortor nibh quis leo.

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

Business Cabinet Anna Thill, President One Civic Center

6664 Fax: 507.345.8376 athill@visitmankato.

com One Civic Center Plaza, Suite 200 Mankato, MN 5600 One

31 Business Cabinet Anna Thill, President One Civic Center Plaza, Suite 200 Mankato, MN 5600 Phone: Fax: visitmankato.com One Civic Center Plaza, Suite 200 Mankato, MN 5600 One Civic Center Plaza, Suite 200 Mankato, MN 5600 Phone: Fax: visitmankato.com 3

32 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 s all

cycling events, and downhill slopes, then unwind

33 Print Advertising: Quarter to Half Page 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 33

34 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.

35 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

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

FOREST INDUSTRY SAFETY ACCORD BRAND IDENTITY

BRAND GUIDELINES BRAND GUIDELINES BRAND IDENTITY The Forest Industry Safety Accord Master Brand Identity shown here should be used in accordance with these guidelines. The branding has been created to