UNLOCK TAMPA BAY GUIDELINES
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- Mervin Alexander
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1 UNLOCK TAMPA BAY
2 FORTUNE FAVORS THE BOLD
3 / 3 INTRO INTRODUCING OUR Our identity takes inspiration from the history, architecture, culture and attitude of Tampa Bay. It s a thoroughly modern identity but it comes from a very real place. It represents both what we want people to think about our destination as well as the people who live Tampa Bay.
4 / 4 OUR POSITIONING Tampa Bay is an invitation to explore and discover. We live a daily quest to seize life and all it has to offer. There s an attitude that drives us forward, a daring spirit that arrived here with our first visitors. In fact, if we see something we like, look out it won t be long before we re hoisting our flag and claiming it in the name of adventure. SEIZE THE DAY.
5 / 5 OUR POSITIONING Tampa Bay is an invitation to explore and discover. We live a daily quest to seize life and all it has to offer. There s an attitude that drives us forward, a daring spirit that arrived here with our first visitors. In fact, if we see something we like, look out it won t be long before we re hoisting our flag and claiming it in the name of adventure. SEIZE THE DAY.
6 / 6 OUR POSITIONING Tampa Bay is an invitation to explore and discover. We live a daily quest to seize life and all it has to offer. There s an attitude WE AREN T ING PALM TREES that drives us forward, a daring spirit that & SUN. WE RE ING AN arrived here with our first visitors. In fact, if we see something we like, look out it ATTITUDE THAT HAS AND won t be long before we re hoisting our flag WILL DEFINE TAMPA BAY. and claiming it in the name of adventure. SEIZE THE DAY.
7 / 7 OUR POSITIONING OUR VALUES DISCOVERY ADVENTURE EXPLORATION ACTIVITY ENTERPRISING
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9 / 9 IDENTITY INTRODUCING A NEW VISUAL IDENTITY Our identity takes inspiration from the history, architecture, culture and attitude of Tampa Bay. It s a thoroughly modern identity but it comes from a very real place. It represents both what we want people to think about our destination as well as the people who live Tampa Bay.
10 / 10 IDENTITY
11 / 11 IDENTITY AN INVITATION TO EXPLORE Tampa Bay s first hotel was the initial invitation for visitors to explore the many treasures Tampa Bay has to offer.
12 / 12 IDENTITY THE KEYS TO THE CITY The mayor hands over the keys each year at Gasparilla. A symbol of our welcoming nature and support in the drive for adventure.
13 / 13 IDENTITY Treasure s waiting to be unlocked is a rally cry for all there is to see and do in Tampa Bay. 1 Unlock is our call to action as well as our name. It applies to both the residents who already live here and the visitors we hope to attract. There is always more to discover in Tampa Bay, we invite you to unlock your treasure and seize life daily. 2 Lock and Key is our icon that fulfills on unlock. Bold and unique, it plays on elements of our tourism and history while all the time referencing our proud pirate culture. 3 Tampa Bay is set in a unique typeface, specifically designed for our identity. It is crafted to mirror the qualities of the icon, from the subtle breaks in the type to the serif overhangs just like the keys. 4 Treasure Awaits is a public facing delivery of seize life daily. It ties our identity system together and answers our challenge for our audience to Unlock Tampa Bay.
14 / 14 IDENTITY WORKING WITH OUR NEW VISUAL IDENTITY One of the reasons for the development of the new identity is for a united effort to market and represent Tampa Bay. This is also true about how we use the identity system. It is important that we all use the brand elements the same way to ensure we are always presenting the bay in a consistent and cohesive way.
15 / 15 IDENTITY / USAGE OUR LOCK UPS WHEN TO USE 1 2 1/ This is the primary brand identity and should be used in all customer facing communication. This includes tradeshow booths and materials, sales collateral, and advertising. 2/ This variation of the identity is reserved for instances where it is necessary to communicate the organization s name. This identity will appear in limited instances. Specific usage includes office signage, sponsorship, and business
16 / 16 IDENTITY / USAGE OUR LOCK UPS HOW TO USE The identity can only be used in one of five ways, all of which are shown below. The identity must never be used in any other way, doing so would dilute our brand and create confusion both within the organization and for our audience. 2 2/ Used when the tagline isn t needed / Used prodiminently for the tourism side of Tampa Bay or when the icon is suitable on it s own. ie. On a pen. 1/ Our primary identity, used whereever possible. When not using the tagline, this space maybe be used for the web address, www. UnlockTampaBay.com 4 4 / The least frequently used. This lock up is intended for situations in which our vertical identity does not suit the application.
17 / 17 IDENTITY / USAGE OUR LOCK UPS HOW TO NOT USE Note/ In the first example, the lock is used on it s own. While it is not acceptable in this format, the use of the lock by itself is permitted. See page XX for more information.
18 / 18 IDENTITY / USAGE OUR IDENTITY HOW TO NOT USE DO NOT Stretch the Logo DO NOT Stretch the Logo DO NOT Rotate DO NOT Change the proportions DO NOT change the proportions DO NOT alter the hierarchy
19 / 19 IDENTITY / USAGE CLEAR SPACE Guide This diagram indicates the clear space that should surround our indentity in any application. The space, show as the X, which is equal to the width of the key, should remain clear and uninterupted by other graphics. X X X X X Y Y (x3) X X Note/ X = Width of Key Y = Width of Icon
20 / 20 IDENTITY / USAGE THE LOCK A WINDOW TO TAMPA BAY While the keys may not be used on their own, the Lock is an important visual device for the Tampa Bay brand. As such it can be used on its own to communicate the theme of Unlock and if can be used as a window to frame our destination.
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22 / 22 COLOR WORKING WITH COLOR Color is one of the key elements to the Tampa Bay brand. Not only does it help us stand out from the rest of the industry and Florida, our unexpected palette is a bold statement about Tampa Bay. Consistent use of our color palette is imperitive to establishing our brand.
23 / 23 COLOR / COMPETITOR SET ST.PETE/ CLEARWATER ORLANDO MIAMI FLORIDA KEYS TAMPA BAY
24 / 24 COLOR BAY BLUE C 60 M 00 Y 03 K 00 R 041 G 219 B 231 PMS 2985C
25 / 25 COLOR YBOR GOLD C 00 M 09 Y 100 K 00 R 251 G 209 B 0 PMS 109C
26 / 26 COLOR GASPARS HULL C 100 M 79 Y 44 K 93 R 016 G 024 B 032 PMS Black 6C
27 / 27 COLOR COLOR USE LOGO These variations are the only acceptable use of color with the Tampa Bay Logo. Do not mix color within the logo. When on white, the only color used is black.
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29 / 29 Typography WORKING WITH OUR TYPEFACES The fonts we use for the Tampa Bay brand are just as important as the stories we have to tell. The typography is flexible and adaptable so it can be used as a tool in different situations to best help tell our story. Choosing the right typography can be similar to choosing the right image. It has it s own character, personality and can even evoke memories or create relationships. Our typography reflects our brand s position of unexpected and bold, while being daring and clear.
30 / 30 TYPOGRAPHY / HEADLINE APEX SERIF ABCDEFGHI JKLMNOPQR STUVWXYZ abcdefghijklmnop qrstuvwxyz <>()&*%$#@! Apex Serif is our headline font. Designed for impact, it compliments both the type in our logo as well as our body type, Apex New. Just like our lock and key icon, the type is imperfect with unique subtle angles. As well as headline uses, our Apex Serif can be used directly with Apex New to create dynamic designs. See next page for examples and throughout this guide. WEIGHTS Thin / Thin Italic Light / Light Italic Book / Book Italic Medium / Medium Italic Bold / Bold Italic Heavy / Heavy Italic Ultra / Ultra Italic
31 / 31 TYPOGRAPHY / BODY APEX NEW ABCDEFGHI JKLMNOPQR STUVWXYZ abcdefghijklmnop qrstuvwxyz <>()&*%$#@! Our body font is designed to work perfectly with Apex Serif. While primarily a body font, chosen for its clear legibility, Apex New can also be used in headlines. This style is suggested to create depth, possibly when there is a lack of photography available. See page XX for styling examples. WEIGHTS Thin / Thin Italic Light / Light Italic Book / Book Italic Medium / Medium Italic Bold / Bold Italic Heavy / Heavy Italic Ultra / Ultra Italic
32 / 32 TYPOGRAPHY / DISPLAY Where Apex New and Serif represent the clean cut, professional side of Tampa Bay, Tampa Bay Script represents the fun loving and carefree attitude that is synonymous with the bay. Used only for large headlines, ideally 7 words or less, this typeface balances our offering and evokes the attitude that this brand is built around. WEIGHTS Tampa Bay Script Regular
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34 / 34 PHOTOGRAPHY WORKING WITH PHOTOGRAPHY Photography is one of our strongest assets. A single image has the power to capture a moment and inspire someone to come to Tampa Bay. We have a range of treatments that supplement our brand style to create a unique look for our destination. Photography is more than composition, lighting and props. The technical details are very important, but at it s best photography is a narrative that elicits emotion. That image stays with you and makes you think, wonder and dream. The following considerations will help to ensure we re maximizing our photographic assets. Try to create authentic emotion, utilize storytelling, find great locations, and leave enough clearspace to let the photo breathe. When selecting, or shooting photography for Tampa Bay, it should contain some, if not all of the following characteristics.
35 / 35 PHOTOGRAPHY / LIFESTYLE Our people make Tampa Bay a great place to work and live and we want to show this as much as possible. Even when showing a building, the shot should have also have people experiencing the destination.
36 / 36 PHOTOGRAPHY / GLOW Tampa Bay is a warm and welcoming place and that glow should be reflected in the photography. From lense flares to color gradients, the shots should reflect how residents see Tampa Bay everyday. This style also references the treasure to be found in Tampa Bay, with the light looking like the glow of gold coins.
37 / 37 PHOTOGRAPHY / DEPTH Our brand is one of depth. From discovering what is through the keyhole, to what is beyond the convention center. To reflect this our shots should be rich in color and use a depth of field that suggests a fore, middle and background. Suggestions Ensure that there is a clear focus on the subject, but that there is also depth to the shot with elements in the foreground or background. Vary focus with depth of field.
38 / 38 PHOTOGRAPHY / UNEXPECTED ANGLES Our brand is unexpected for a destination and so should the way we shoot our photography. We use unexpected angles to unorthodox use of scale so our audience sees Tampa Bay differently.
39 / 39 PHOTOGRAPHY / LAYERS Finally, where appropriate, our photography should use layers in unexpected ways. It allows us to show the different layers of the area in a unique and ownable style.
40 / 40 TONE OF VOICE OUR TONE OF VOICE TONE DESCRIBES HOW WE SPEAK AND WRITE. IT IS OUR VOICE THE VOICE OF TAMPA BAY. AND IT DRIVES HOW WE COMMUNICATE WITH THE OUTSIDE WORLD.
41 / 41 TONE OF VOICE / EXAMPLES The Tampa Bay brand tone should be encouraging and compelling, enthusiastic and potent, bold and rousing. This does not mean headlines and copy filled with multiple exclamation points. On the contrary, it is carefully chosen words and phrases that stir emotions and create a sense of intrigue, conveying our area s passion for exploration and adventure. Ultimately, our brand tone should inspire individuals to take action and visit Tampa Bay. TONE EXAMPLES Too Hot Our Voice Too Cold Seize the day! Only in Tampa Bay! The best place on earth! Yours to claim. Treasure awaits. Discover your daring. Have a great day in Tampa Bay. We have it all. You can do a lot in Tampa Bay.
42 / 42 TONE OF VOICE / EXAMPLES HOW WE WILL HOW WE USED TO SOUND You want Florida, you want it all, and you only want to unpack once. No problem! You want Tampa. There s a sunny side to this West Coast community that makes this a true hot spot among the world s destinations. From family-friendly events and culinary adventures to great hotel deals and special museum exhibits, there are things to do for everyone in Tampa Bay. Looking for history and culture activities? We got it. Are you a sports fanatic? No problem! Restaurants and nightlife on your agenda? It s everywhere you turn. You ll find all of this and more throughout Tampa Bay! SOUND MOVING FORWARD The day is yours in Tampa Bay. Discover your daring and fly through the air on a rollercoaster. Broaden your perspective examining the intricacies of world-famous artwork. Lose your voice while inspiring our teams to victory. Stay out later. Get up earlier. Enjoy yourself more. Tampa Bay is an invitation to unlock what s inside you. And for those with an appetite for adventure and a thirst for the uncommon experience, treasure awaits.
43 / 43 ED ELEMENTS WORKING WITH ED ELEMENTS Our identity system is an extention of our logo. It takes it s bold, angular qualities and uses them to create a graphic language unique to Tampa Bay. So that even if our audience doesn t see our logo, they can still recognize our brand from a distance.
44 / 44 ED ELEMENTS / BUSINESS SET Tampa Bay CVB 401 East Jackson Street Suite 2100 Tampa, FL t f UnlockTampaBay.com Doug McClain VP Marketing Doug.McClain@UnlockTampaBay.com (813) Tampa Bay CVB 401 East Jackson Street Suite 2100 Tampa, FL UnlockTampaBay.com THIS IS OUR FIRST IMPRESSION, IT HAS TO BE GREAT.
45 / 45 ED ELEMENTS / ADS YOURS TO CLAIM Lorem ipsum hit eati ilit expercipis conemperum a nienien derferi tatio. Tur acepedit as iundem rehendi omnisin prate mo quatur accusapid que qui aute volupta siminus aepeliti sum ut. TampaBay.com Lorem ipsum hit eati ilit expercipis conemperum a nienien derferi tatio. Tur acepedit as iundem rehendi omnisin prate mo quatur accusapid que qui aute volupta siminus aepeliti sum ut quis. TampaBay.com
46 / 46 ED ELEMENTS / RETAIL MERCHANDISE
47 / 47 ED ELEMENTS / BANNERS
48 / 48 ED ELEMENTS / HOMEPAGE
49 SHARE YOUR TREASURES. FIND NEW ONES. DARE TO BE DIFFERENT. TOGETHER, WE LL UNLOCK SOMETHING NEW.
50 UNLOCK TAMPA BAY Contact Tampa Bay & Co 401 E Jackson St Tampa FL (813) Spark 2309 W Platt St Tampa FL (813)
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