DeSoto County, Florida (Brand Guide)

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FLORIDAWILD.COM

01 V ER S I ON

BRAND GUIDE

S EP TEMB ER ,

2023

DESOTO, FL

INT ROD U C T I O N This style guide has been developed to ensure c onsistent use of the DeSoto County 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

A LT E R N AT E C O L O R

PRIMA RY D ES OTO LO C K U P The primary lockup identifies the DeSoto county 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.

WHITE

LOGO M A R K When boldness is the aim, the DeSoto logomark should take center stage instead of a full logo lockup.

When employing this mark, make certain that every facet of the DeSoto logomark stands out boldly.

For instance, a t-shirt featuring the icon on the front should include a prominent hang tag that prominently showcases our brand name. This will significantly bolster brand recognition.

A LT E R N AT E C O L O R

WHITE

BADG E When something iconic is desired, the DeSoto badge can be used in place of a full logo lockup.

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

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

A LT E R N AT E C O L O R

WHITE

ARCHED LOGOT YPE

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

ARCHED T WO COLOR

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

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

A LT E R N AT E

WHITE

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

S PACING When placing the DeSoto logos in layout, give a general spacing of the height and width of the ‘W’. 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.

BACKGRO U N D CO N T RO L

Our logo works very well on a plain white background.

Never use the logo on 100% black background.

Use an 85% tint of black instead. Only use the all white logo if you are using a background color other than palm green.

The DeSoto Forest Green is a great background color for the logo. If you are using one of the patterns, make sure there is proper transparency so that the logo stands out.

Be careful placing the logo over a photo. Make sure you have a forest green transparent layer on top of the photo if at all possible. Use White or palm green versions of the logo

INCOR R EC T LO G O U S AGE

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”

DESOTO FOREST GREEN

DESOTO PALM GREEN

DESOTO SANDY

HEX - #063627

HEX - #1B8A47

HEX - #EBC98D

CMYK - 94, 47, 82, 62

CMYK - 95, 18, 100, 5

CMYK - 7, 20, 50, 0

RGB - 6, 54, 39

RGB - 27, 138, 71

RGB - 235, 201, 141

PANTONE -

PANTONE -

PANTONE -

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

DESOTO ORANGE BLOSSOM HEX - #FD6943 CMYK - 0, 79, 82, 0 RGB - 253, 105, 67 PANTONE -

WHITE HEX - #FFFFFF CMYK - 0, 0, 0, 0 RGB - 255, 255, 255 PANTONE -

PRIMA RY D ES OTO BR AND CO LO R S These colors are used te most when designing DeSoto's print and digital collateral. They are a key part of the brand identity and play an integral role in maintaining the consistency of the brand.

Forest Green

Palm Green

Blossom Orange

Reccomended guideline for the presence of each color that you will use when implementing your brand identity.

30%

30%

30%

10%

BOhEMIAN ALChEMIST Caps

CALVOUS R eg ula r

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

PATTERNS

PAT TE R NS The DeSoto pattern can be used as an additional brand design element. This patterns is designed to be tone-on-tone, meaning the palm green and DeSoto forest green should be used together or the palm green and DeSoto sandy should be used together, as shown on this page.

IMPLEMENTATION IDEA S FOR YOUR BR AND

SWAG

SWAG

SIGNAGE

SIGNAGE

STICKERS

STATIONERY

WEB

DIGITAL

PRINT

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