Aiken Brand Guide + Launch

COPYRIGHT © 2023

V ER S I ON

BRAND GUIDE

01

AIKEN, SC

INT ROD U C T I O N This style guide has been developed to ensure consistent use of the Aiekn brand.

Please follow the instructions provided.

The value of our brand and the investment made toward it can most readily be realized through consistency and repetition, thereby ensuring brand saturation across all target markets.

LOGO THE HEART AND SOUL OF OUR BRAND

PRIMA RY A I K E N LO C K U P

ONE COLOR

The primary lockup identifies the Aiken brand as a whole to the public. Use this logo to represent individual locations, products, and merchandise as needed.

This logo is a carefully created piece of locked artwork that should not be altered in any way.

ONE COLOR D A R K B A C KG R O U N D

LOGO M A R K

ONE COLOR

When subtlety is desired, the Aiken landscape image can be used in place of a full logo lockup.

When this mark is used, ensure that the Aiken name is visible near or in relationship with the icon.

For example, a t-shirt bearing the icon on the front should have a hang tag which displays our brand name legibly. This will help reinforce brand recognition.

ONE COLOR D A R K B A C KG R O U N D

H ORIZONTA L LO G O The horizontal logo is great for small spaces, like the navigation bar on the website, or on letterhead.

TAGLINE

ONE COLOR

The purpose of our brand taglines are to capture and summarize our brand promise, brand values, and the overall Aiken experience.

H O R I Z O N TA L

The taglines should be used in all marketing materials, advertising, or brand execution where we seek to communicate our personality.

ONE COLOR D A R K B A C KG R O U N D

USAGE HOW TO USE (AND NOT USE) OUR NEW BRAND IDENTITY

S PACING When placing the Aiken logos in layout, give a general spacing of the height and width of the ‘M’. Do not put items within the dotted lines or free space indicated around each logo. Use this as your guide to determine proper space surrounding the logo.

Our logo works very well on a white background.

Never use the logo simply reversed to white.

The Aiken Navy is a great background color for the logo. Default to using the navy background for color floods when needed.

If logo needs to overlay a photo, use a white tag element to allow for the logo to have maximum visibility.

BAC KGRO U ND CONTROL

INCO R R E C T LO G O U S AG E

DON’T make alterations to elements within the logo or wordmark that are not consistent with the brand.

DON’T rotate the logo.

DON’T distort, compress or stretch the logo dimensions.

DON’T use gradients in or on the logo.

DON’T use shadows, bevels or other effects on the logo.

COLORS & FONTS CONSISTENCY TO THE “T”

AIKEN NAVY

AIKEN ORANGE

AIKEN GOLD

HEX - #243646

HEX - #EA7923

HEX - #FEC557

CMYK - 86, 69, 50, 46

CMYK - 4, 64, 200, 0

CMYK - 0, 24, 76, 0

RGB - 36, 55, 70

RGB - 235, 121, 36

RGB - 254, 197, 88

PANTONE - 7546C

PANTONE - 716C

PANTONE - 135C

PRIMA RY B R A N D CO LO R S The consistent use of color is vital to effective brand recognition.

Our brand should always be represented in one of the colors on this page, aside from specific recommendations within this guide.

Do not use any other/unauthorized colors.

PREFERRED 2-COLOR PA I R I N G S

LIGHT YELLOW

GREEN

HEX - #EFE3B1

HEX - #A1CE5E

CMYK - 6, 7, 35, 0

CMYK - 41, 0, 82, 0

RGB - 240, 227, 177

RGB - 161, 206, 94

PANTONE - 7499C

PANTONE - 367C

S ECO NDA RY B R A N D CO LO R S The secondary color palette allows for additional color options when implementing the brand.

Century Cen tu r y B o o k

Century Cen tu r y B o l d

Proxima Nova P rox i m a N ova

BR AND FO N T S We’ve chosen strong, workhorse fonts to do some heavy lifting for the Aiken visual identity.

Proxima Nova P rox i m a N ova B o ld

Proxima Nova P rox i m a N ova Li g h t

IMPLEMENTATION IDEA S FOR YOUR BR AND

Name Address Aiken,SC zip Phone Email www.aikensc.com

Street Address | Aiken | SC | www.aikensc.com

COMMUNIT Y BR AND L AUNCH PL AN

OB JE C TIVE S : • Launch Visit Aiken’s new brand and You’re Invited marketing campaign to local tourism stakeholders and the local the Aiken community • Foster a sense of ownership and enthusiasm for the brand among these groups

AUD IE N C E : The greater Aiken community, City of Aiken employees, tourism stakeholders, and targeted media & industry partners.

KE Y CO M M U N I T Y L AU N C H MESSAGING : You’re Invited: Emphasize the tagline “You’re Invited” as a rallying call, conveying the inclusivity, welcoming spirit, and sense of belonging that define Aiken’s brand.

BU D G E T AL LO C AT I O N : Include funds for any/all of the following Community Brand Launch elements (as well as any other identified elements):

1. Launch Event: Venue rental, event setup, catering, entertainment, branded giveaways, etc.

2. Marketing Materials: Brand collateral, including printing costs for brand pillar- specific and other visitor-facing brochures, banners, and promotional items.

3. Media Outreach: Media engagement, press releases, media kits, and promotional materials.

SU CCE S S M E T R I C S :

1. Website Analytics: Measure local website visits and engagement metrics to assess local interest and impact from the launch.

2. Social Media Metrics: Track engagement metrics, follower growth, and post performance to gauge the effectiveness of social media efforts.

3. Brand Sentiment Analysis: Analyze online mentions and brand sentiment related to the launch.

BRAND LAUNCH STRATEGY & C O M M U N I C AT I O N S C A L E N D A R Phase One: Pre-Launch Preparation & Brand Training (September - December) Phase Two: Community Brand Launch (January - February) Phase Three: Ongoing Engagement (March - Ongoing)

Brand Migration • Update all assets, including digital and print materials, to incorporate the brand’s new visual and storytelling elements.

P H A S E

PRE-L AUNCH PREPAR ATION & BR AND TR AINING

Community & Media Digital Toolkit Development • Brand Guidebook: Logo usage, color palette, typography, and messaging for consistent brand representation across all communications.

ONE

• Key Messaging Document: Document outlining core messages, brand essence, and the vision behind the brand launch.

• High-Resolution Assets: High-quality logos, photography, video, and other visual assets that align with the brand identity for use by community members, media, and influencers.

Develop Collateral Materials • Branded Merchandise: Design and produce branded merchandise like T-shirts, tote bags, and stickers that reflect the brand’s visual identity.

• Print Materials: Develop printed collateral such as foam-core boards, brochures, banners, and/or posters that convey key brand messages and encourage brand recognition. These printed materials will

Negative Feedback Plan • Response Framework: Develop a concise response plan for addressing negative feedback or criticisms promptly and professionally.

• Spokesperson Designation: Specify the individuals responsible for addressing feedback, both internally and externally.

Internal Brand Launch • Introduce tourism partners, city employees, and other stakeholders to the new Visit Aiken Brand. Highlight the ‘why’ behind the rebranding process and share about the methods used to to obtain input and feedback P H A S E

PRE-L AUNCH PREPAR ATION & BR AND TR AINING

• Reinforce that the brand will be officially launched to the community at a later date and that this is an internal release.

ONE

Brand Introduction • Introduce the new brand to tourism partners, city employees, and other stakeholders.

This introduction should include the Community & Media Toolkit and encourage continued distribution within individual city departments or tourism partner organizations.

Website Audit • Launch a website engagement campaign inviting select community members, tourism partners, and stakeholders to explore the updated website.

Social Media Plan • Platform Selection: Choose social media platforms based on your target audience’s preferences and engagement patterns.

• Content Calendar: Develop a content calendar with diverse content formats, such as videos, images, stories, and user-generated content.

• Community Engagement: Foster engagement by responding to comments, encouraging user-generated content with branded hashtags, and running contests or polls.

Media Engagement • Media Launch Event (Concurrent with Community Launch): Invite local and regional media to the Community Launch Event and provide exclusive access to brand insights, storytelling, and interviews.

P H A S E

CO M M U N I T Y & M E D I A B R A N D L AU N C H & E NGAG E M E N T

• Press Releases: Distribute well-crafted press releases detailing the brand launch, highlighting key messages, and showcasing the brand’s visual identity.

T WO

• Media Kits: Include access to the Community Toolkit as part of all media engagement, including in the invitation to the Launch Event.

Stakeholder Engagement • Ambassador Program: Recruit passionate brand ambassadors from diverse backgrounds to positively represent the brand and engage with different sectors of the community.

• Collaborative Projects: Initiate collaborative initiatives between city departments, businesses, and community groups that align with the brand’s messaging.

Influencer Engagement • Regional Influencers: Identify and collaborate with regional bloggers, content creators, and influencers who have a strong connection to Aiken and can authentically promote the brand.

• Branded Experiences: Offer influencers unique brand experiences, such as guided tours, cultural events, or behind-the-scenes access to Aiken’s attractions.

• User-Generated Content Campaign: Encourage influencers to create and share content that showcases their personal experiences while aligning with the brand’s message.

Community & Media Brand Launch Celebration • Host a Brand Launch Celebration to introduce the new brand to the community & capture the excitement surrounding the “You’re Invited” campaign.

• Develop an inclusive guest list that includes city employees, tourism partners, local businesses, media representatives, bloggers & influencers, and community members.

P H A S E

CO M M U N I T Y & M E D I A B R A N D L AU N C H & E NGAG E M E N T

• Utilize Brand Ambassador Program for help planning and promoting the event, along with creating positive brand impressions during personal interactions at the event.

T WO

• Provide branded merchandise as event giveaways (SWAG, raffles, contests, etc.), such as t-shirts, water bottles, tote bags, and other memorable items to keep attendees engaged and excited. Make sure to include Brand Ambassadors on this list as incentive/gratitude for their efforts.

Content Development • Local Stories: Create compelling narratives that showcase Aiken’s history, culture, and unique personalities to engage visitors emotionally.

• Human Interest Features: Highlight heartwarming stories of community members, businesses, or initiatives that reflect the brand’s essence and engage the intended audience.

Content Creation Challenge • Launch a contest encouraging tourism partners and the Aiken Community to create and share content that reflects the essence of the Visit Aiken brand and the You’re invited campaign.

Showcase the best entries on various social media platforms.

Partnership Collaboration • Initiate collaborative projects with partner organizations that align with the brand’s values.

• Highlight these projects to demonstrate the brand’s impact on the community.

Regular Updates • Keep stakeholders informed about the brand’s progress, impact, and any update to the established guidelines.

P H A S E

ONGOING BR AND ENGAGEMENT

• Share success stories and feedback from visitors and community members to reinforce the brand’s value.

Feedback Mechanism

TH REE

• Establish a feedback loop where tourism partners and community members can provide suggestions and insights for improving the brand’s effectiveness.

D E S I G N E D I N B O O N E , N C B Y D E S T I N AT I O N B Y D E S I G N