SOMERS POINT BRAND IDENTITY STYLE GUIDE

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1 SOMERS POINT BRAND IDENTITY STYLE GUIDE

2 WHAT IT IS The new Somers Point logo will be the single most recognizable icon used to represent our City. WHY IT MATTERS Our logo immediately identifies our brand. It communicates the standards, values and ideals of Somers Point. CONSISTENT USE OF THE LOGO All city entities will help us in growing destination recognition over time. This is especially important at a time when we are seeking to build regional recognition for our brand. BASIC STYLE GUIDELINES If a consistent visual presence is to be maintained, use of the Somers Point logo must maintain these guidelines: The logo is a single piece of art. Use only the original mark. Never change the logo colors. Never change the typefaces within the logo. Never compromise the legibililty of the logo. Do not adjust, modify, add to or recreate any element of the logo. To maintain brand clarity, leave space around the logo before adding copy or other images. Preferred treatment is to display the logo on a white background. Do not display logo on top of a pattern, graphic or other distracting elements.

3 STANDARD LOGO VERSIONS The preferred Somers Point logo is always the Standard 3-Color format The black and white logo should only be used when color limitations exist.

4 SERVICE MARK LOGO VERSIONS The SM designation is used in connection with the sale or marketing of services. These marks will primarily be used in connection with promoting travel and tourism and the economic development of Somers Point, NJ. For goods, such as hats, mugs, t-shirts, magnets, etc., that are given away, the SM should be utilized, as the logo or slogan in such an instance is not being utilized as a mark with respect to the goods themselves.

5 TRADEMARK LOGO VERSIONS The TM designation is used in connection with the sale or marketing of goods. Specifically, if the logo or slogan is used in connection with the sale of hats, mugs, t-shirts, magnets, etc., then a TM designation should be utilized. However, it should only be utilized if the goods are actually being sold, as opposed to being given away.

6 CLEAR SPACE When using the logo, it is important to maintain a consistent clear space around the logo as illustrated here. This space represents the minimum distance between the logo and any other design element or text. MINIMUM SIZE To maintian legibility and recognition, the logo should never be reduced in size smaller than 1.5 inches in length.

7 COLOR PALETTE Three colors make up the Somers Point logo color palette: sea blue, sandy yellow and earthy green. The chart below displays formulas used to reproduce the colors for specific media. COLOR PMS CMYK RGB sea 2935 C = 100 R = 0 M = 50 G = 103 Y = 0 B = 171 K = 10 sand 115 C = 0 R = 255 M = 12 G = 217 Y = 100 B = 0 K = 0 earth 348 C = 75 R = 46 M = 0 G = 157 Y = 100 B = 65 K = 15 PANTONE MATCHING SYSTEM (PMS) The PMS numbering system is used when printing spot colors on a traditional offset printing press. It is also used when mixing custom paint or ink. CMYK (Cyan, Magenta, Yellow and Black) This formula is used when printing four-color process on a traditional offset press. RGB (Red, Green and Blue) This formula is used in digital media.

8 FORMATS EXTENSION File type and what it is used for..eps = EPS (for print and vendor use) Supplied as vector-based art, scalable for large applications; these files may be used at any size. EPS files will appear with a transparent background in most applications. Ideal for high-end print and display use. Color formats: PMS spot color, Process (CMYK), Video/Digital (RGB) and Black..tif = TIFF (for PowerPoint, Word and other publishing software) Supplied at 300 DPI for optimum appearance in presentations and laser prints. RGB (Video/Digital) TIFF files will appear with a transparent background in PowerPoint. Color formats: Process (CMYK), Video/Digital (RGB) and Black..jpg = JPEG (for internet, intranet, PowerPoint and Word) Supplied at 72 DPI for optimum appearance in presentations, letters or online. Ideal when a small file size is needed. Should not be enlarged as degradation in quality will occur. Color formats: Video/Digital (RGB) and Black..gif = GIF (for internet, intranet) Supplied at 72 DPI for optimum appearance online. Ideal when a small file size is needed. Should not be enlarged as degradation in quality will occur. Color formats: Video/Digital (RGB) and Black. COLOR S = Spot (PMS) P = Process (CMYK) V = Video/Digital (RGB) K = Black

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