Greater Springfield CVB Brand Book

OUR BRAND IS MORE THAN THE SUM OF OUR LOGO + COLORS + TAGLINE + IMAGERY. OUR BRAND IS WHO WE ARE, IT’S OUR FIRST IMPRESSION.

Use this guide to help us make sure that all impressions are positive and consistent.

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Our Brand Position Our brand position is the core definition of what Greater Springfield stands for. It should be used as a reference point for all communication.

In Greater Springfield, we believe that downtime is best when it’s active.

and that you should take home more than a sunburn.

Because when you do you might— learn something new, walk away with that one great find, reconnect with your family, gain a new perspective, land the catch of the year, or experience inspiring art and culture.

Here, you’ll find nationally recognized antiques, museums & architecture, beautifully scenic parks & recreation, important American historical sites, and unique events and programming. all in a laid back, middle-American setting giving you the opportunity to— Take a break without breaking stride.

Unplug without disconnecting.

Lose yourself without getting lost.

Slow down without stopping.

Dive in at your own pace.

Take time off without going off the grid.

Because when your downtime is spent engaged in activities you enjoy, it’s not simply wasted time.

It’s time well spent.

Greater Springfield— Find your unwind

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Our Brand Persona Our brand persona is our essence. It helps us remember how we want people to think and feel about who we are. Any creative effort should always refer back to this.

We want people toKnow we are:

We want people to Feel we are:

ACCESSIBLE

ACTIVE

ON THE RISE

SURPRISING

We’re easy to find and as a small city easy to navigate.

There are also many free or low cost things to do.

There are many opportunities to engage in activities, be it recreation, entertainment, or education

We aren’t satisfied with resting on our laurels. We’re always bringing new things to Greater Springfield.

There are many things in Springfield that you would not expect to find in a city of our size.

INTERESTING HISTORIC There are countless stories about Springfield that capture interest whether it’s history or new initiatives.

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Our history is important in the story of America. Many things of national importance happened and continue to happen.

FAMILYFRIENDLY

Nearly every activity in Springfield is something you could do with your family.

LAID BACK We enjoy having a good time, but at our own pace .

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LOGO: primary Our logo is our signature. It is important to use it consistently over time to build recognition.

Primary Logo The primary logo lockups include the state icon, our logotype, and our tagline.

This will be the logo used in the majority of placements. It is important not to distort it or to modify it in any way. Art files are available upon request.

horizontal

vertical

Email file requests to: cschutte@greaterspringfield.com

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LOGO: SIZE & SPACING

LOGO: SEPARATING

MINIMUM SIZE

There are rare instances in which the logo elements can be separated, but the elements should always appear together in some form.

Reproducing the logo any smaller than the minimum size will leave the logo illegible.

STATE ICON

1.25”

LOGOTYPE

.75”

TAGLINE CLEAR SPACE Protect the logo in layout by adhering to a minimum clear space. Use the “G” in Greater as a visual space reference.

EXAMPLE 1

EXAMPLE 2

In this example the state icon is pulled away from the logo lockup to be used as a more dominant design element while the remainder of the lockup is still used on the sleeve.

In this example the tagline is used as the dominant element while the remaining lockup is used as the sign off.

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COLOR

TYPOGRAPHY

Color is one of the most basic ways that we identify ourselves. We have a primary set that should most represent the brand and a supplementary set used to round out communication materials and add depth to the brand.

The consistent use of typography is how we control the visual voice of Greater Springfield.

MILKMAN Used in headlines or display purposes only.

ABCDEFGHIJKLM NOPQRST UV WXYZ abcdefghijklmnopqrstuvwxyz 0123456789

PRIMARY PALETTE Our primary palette is a set of three colors that most identify our brand.

Pantone 569c

Pantone 648c

Pantone 397c

BRYANT Used in headlines or subheads. Occasionally used in copy but primarily in upper-case.

SUPPLEMENTARY PALETTE Our supplementary palette is meant to support the deeper brand.

Pantone 3248c

Pantone Cool Gray 1c

Pantone 4525c

Pantone 690c

Pantone 462c

Pantone 1807c

Pantone 160c

Pantone 363c

Pantone 144c

Pantone 166c

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ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 CLARENDON Text font used in body copy only.

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 13

ICONOGRAPHY

IMAGERY

The icons of Greater Springfield are intended to show the diversity of activity in the surrounding area. There is a core set to pull from, but additional icons may be created if they adhere to the established aesthtic.

BIT-MAPPED DUO-TONE Creating a bit-mapped duo-toned image is a great way to allow the text to inhabit the same space as a photo. Content should primarily feature people engaged in activity as opposed to static images of attractions.

PHOTOGRAPHY Photos used for Greater Springfield promotion should feel warm and inviting and primarily feature people engaged in activity as opposed to static images of attractions.

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TAGLINE Our tagline embodies the idea of taking a break without breaking stride. Because in Greater Springfield we believe that downtime is best when it’s active. When you’re engaged in activities you enjoy, your time is not wasted, it’s well spent.

USAGE When using the tagline as a graphic, it should only be set in the fonts Bryant or Milkman. There are approved lockups available upon request.

Email requests to: cschutte@greaterspringfield.com

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Applying the Brand

STREET BANNERS

In this section you will see a series of brand applications to illustrate the implementation of the brand across many different scenarios.

These examples are not meant to be the only expression of the brand but simply sample executions.

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OUTDOOR ADVERTISING

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PRINT COLLATERAL THIRD ANNUAL

Food Truck

Frenzy AUGUST 9TH 9AM-MIDNIGHT Antique Guide 2014

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PROMOTIONAL ITEMS

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20 South Limestone St. Suite 100 • Springfield, Oh 45502 937.521.1942 cschutte@greaterspringfield.com