Columbus Brand Guidelines

Transcription

1 Columbus Brand Guidelines Columbus Brand Guidelines brandcolumbus.com March 2013 Page 1

2 Columbus brand guidelines A brief history of the Columbus brand The formation of Mayor Coleman s Bicentennial Committee in 2007 proved to be the spark that ignited critical conversations about Columbus national image or lack thereof. It recognized the need to develop a common story of how Greater Columbus is presented to both external and internal audiences. This need was reinforced with the launch of Columbus 2020, an aggressive economic development strategy focused on retaining and expanding existing businesses, growing new enterprises and attracting companies from around the world to the Columbus Region. For three years, the Mayor s Bicentennial Image and Marketing Committee and the Compete Columbus Tourism, Entertainment and Arts Cluster engaged public and private organizations to define the Columbus Brand Essence, a singularly focused message that is competitively differentiating, uplifting, authentic and genuine. Local marketing firm Ologie facilitated conversations and distilled a great amount of research including direct input from thousands of Columbus citizens ultimately developing a brand essence based on the ideas of open and smart. The primary stakeholders managing this initiative are the City of Columbus, the Columbus Partnership, the Columbus Chamber, Columbus 2020, Experience Columbus, the Greater Columbus Sports Commission and the Columbus Foundation. In January 2011, in an unprecedented collaboration, the primary partner organizations hired Fahlgren Mortine as a single agency of record to take smart + open and bring it to life in each organization s strategic and tactical marketing and communications programs. The ColumbUS logo and brand elements were immediately and heartily embraced by everyone involved. The ColumbUS logo and brand elements were first seen by the public via 200Columbus the Bicentennial. Because the Bicentennial was designed to inspire community pride and engagement in the city s progress and increasing vitality, 2012 served not only as a launching pad for the brand work but also the delivery of a consistent Columbus story across organizations. Columbus Brand Guidelines brandcolumbus.com March 2013 Page 2

3 The Columbus brand essence: What does it mean to be smart + open? Columbus is a smart and open-minded city with a progressive attitude, where people are free to go out on a limb. Where diversity isn t just a state of being, but a state of mind made real through people, businesses and neighborhoods every day. Because we share the philosophy that Columbus is open to all, we are always taking risks, always thinking big and always open to new ideas. Columbus is an educated community with more than 40 colleges and universities in the region, international brain-trusts such as Battelle and Chemical stracts Service and a youthful, vibrant, engaged citizenry with a median age of 35. Columbus Brand Guidelines brandcolumbus.com March 2013 Page 3

4 The Columbus logo The logo is the cornerstone of the Columbus visual brand identity. Its widespread use is encouraged in the following ways: 1. The logo may be integrated into the identity of local organizations. For examples of this type of use, please visit 2. The logo may be used by organizations wishing to promote Columbus as a vibrant place to work, live and play. In cases like these, always use the master art for the logo never recreate it yourself. Logo files are available for download at Columbus Brand Guidelines brandcolumbus.com March 2013 Page 4

5 Official colors Two-color logo preferred The PMS Process Black version of the Columbus logo is the preferred version. Consider it the primary choice for most communications. PMS 1795 c0 m94 y100 k0 r238 g52 b36 #d3222a Process Black c0 m0 y0 k100 r35 g32 b32 # One-color alternatives Use the Columbus logo in grey scale when using color is not an option. The US appears as a 40% tint of black. Process Black c0 m0 y0 k100 r35 g32 b32 # % Black c0 m0 y0 k40 r172 g172 b172 #acacac The Columbus logo may also be reversed out in white on black. In this case, the US appears as a 20% tint of black. The Columbus logo should only be printed in one color without the US in grey in extreme situations when printing grey scale is not an option. Columbus Brand Guidelines brandcolumbus.com March 2013 Page 5

6 Size and area of protection Minimum size Establishing a minimum size ensures proper protection and legibility of the logo. The Columbus logo should never appear any smaller than 1 wide. Size is measured horizontally from the left side of the C to the outer right side of the S. Always scale the Columbus logo elements together as a unit to ensure that the approved proportions and relationship between these elements can always be maintained. Minimum area of protection Space around the logo is key to creating focus. The Columbus logo must always have sufficient room to breathe thereby enabling it to be a focal point. Situations may arise where surrounding the logo with generous amounts of clear space may not be feasible. When positioning our logo near text and/or image-heavy applications, always maintain at the very least a minimum area of protection space. The minimum area of protection is based on the cap height of the letter C as shown in the diagram here. Columbus Brand Guidelines brandcolumbus.com March 2013 Page 6

7 Alternate logo options There are always exceptions in the management and execution of a brand identity. As long as the exceptions are addressed and well documented for usage, the brand identity will remain strong and will continue to build equity. The following alternate logos exist for unique and specific usage. While all were designed for special purposes, the logos still represent the Columbus brand. The Columbus red box mark Use when logo needs to appear over a dark background, or busy imagery. The Columbus reversed color mark Use when application is on a black background. Columbus Brand Guidelines brandcolumbus.com March 2013 Page 7

8 Typefaces Topaz Layers Background and Gotham are the Columbus typefaces. These two font families provide a system that can be applied to a broad typographic spectrum from collateral material, newsletters and signs, to Web page design and advertising typography. Headline Font: Topaz layers background Body Copy Font: Use Gotham Book as the primary font for body copy on a light background. Gotham Book Reversed Body Copy Font: Use Gotham Medium as the primary font for body copy reversing out of a dark background or busy image. Gotham Medium Gotham Font Family: Use the following fonts to emphasize or de-emphasize text when needed. Gotham Light Gotham Light Italic Gotham Book Gotham Book Italic Gotham Medium Gotham Medium Italic Gotham Bold Gotham Bold Italic Alternate/Computer Typeface: Arial Regular Arial Bold Columbus Brand Guidelines brandcolumbus.com March 2013 Page 8

9 The grid - a brand element The grid is an essential element for communicating the Columbus brand image. The following graphics demonstrate the use of a grid to help promote consistency, as well as flexibility, among stakeholders charged with executing or promoting the brand image across a variety of media. Maintaining the spaces between images and/or copy blocks is another important aspect regarding the grid. In any grid structure, these gaps that divide graphic elements must be the same size throughout the page layout. For example, if a gap between two images is X then all gaps that separate graphic elements on that page should be X. The Grid When multiple elements are used in a layout they should lock up with one another to form a grid pattern. X Gaps Keep the space between elements the same distance apart from one another within a given layout. Grid Flexibility The structure of the grid can be adapted to fit your layout needs... Columbus Brand Guidelines brandcolumbus.com March 2013 Page 9

10 Print ad layout The grid is an important part of the ad structure and is to be used as an anchoring element for Columbus brand consistency. It is important to note that there is no predetermined amount of images mandated to be displayed in any given layout, however, it is typical to use at least three images in a full page ad. Logo placement is also flexible although it is frequently displayed in the bottom third of the page layout. The following templates feature a series of ad layouts to promote the Columbus brand, and can be used as default layout options if you choose. Whenever possible, dependent on the respective length of copy, it is preferred to keep all fonts at the sizes they are shown in these examples for the purposes of maintaining the proper visual aesthetic balance of the ratios between the headline and body copy. headline copy is topaz layers background. Body Copy - 10 pt. Gotham Book when on a simple background. URL is Gotham Medium. Logo Headline copy is topaz layers background. Quarter page ad example. Logo Body Copy - 10 pt. Gotham Medium when reversed out of a photo. URL is Gotham Bold. Full page ad example. Headline copy is topaz layers background. Logo Body Copy - 10 pt. Gotham Book when on a simple background. URL is Gotham Medium. Half page ad example. Columbus Brand Guidelines brandcolumbus.com March 2013 Page 10

11 Layout examples - Columbus Airport walls Columbus Brand Guidelines brandcolumbus.com March 2013 Page 11

12 Layout examples - The Columbus Region Photo courtesy of The Ohio State University maybe the secret to finding success isn t as much how as it is where. Companies and their employees alike are discovering that the Columbus Region is like no other. From its top-ranked location to its educated workforce to its vibrant cultural scene, the Columbus Region is the perfect place to locate, whether you re looking to grow a business, a career or a family. #1 up-and-coming tech city top 10 creative city 4th StRongeSt u.s. economy network partner columbusregion.com Full page print ad AGBIOSCIENCE Industry specific brochure Annual report - cover Floor banners Columbus Brand Guidelines brandcolumbus.com March 2013 Page 12

13 Layout examples - Experience Columbus Full page print ad Full page print ad Trade show display Visitor center Annual report Columbus Brand Guidelines brandcolumbus.com March 2013 Page 13

14 Layout examples Greater Columbus Sports Commission Full page print ad Trade show display Annual report - cover Annual report - interior page Columbus Brand Guidelines brandcolumbus.com March 2013 Page 14

15 Frequently asked questions What is the difference between CMYK and RGB? CMYK refers to Cyan, Magenta, Yellow and Black. RGB refers to Red, Green, Blue. An offset printer (not color copying or desk-top printing) needs CMYK versions of the logo in order to print in full-color process. RGB type files are used on-screen and when printing on a color copier or a desk-top printer. Why can t I view an EPS file? Generally, you can t view an EPS file unless you have the appropriate software such as Adobe Illustrator or Adobe Photoshop. What does dpi mean and what dpi should I use? Dpi refers to dots-per-inch. Generally, an image that will be printed needs to be at least 300 dpi at actual size for high-quality reproduction, unless the file type is a vector image where dpi is not important. What does ppi mean and what ppi should I use? Ppi refers to pixels-per-inch. Generally, an image used on the web should be 72 ppi at actual size to display properly. Where can I obtain the Columbus fonts? Gotham is available for purchase here: Topaz Layers Background is available for purchase here: Columbus Brand Guidelines brandcolumbus.com March 2013 Page 15