The Circuit Trails - Campaign Toolkit

Campaign Toolkit A VISUAL GUIDE

Prepared for the Circuit Trails by Eastern Standard April 15, 2016 CONFIDENTIAL DOCUMENT This internal document is intended for use by the Circuit Trails and its designees only. This document should never be reproduced or distributed electronically to ensure accurate representation of the brand.

The Circuit Trails

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WHAT'S THE CIRCUIT TRAILS?

Did you know that one of America’s largest trail networks is in your backyard? Greater Philadelphia is the proud home of the Circuit Trails, a vast regional network of hundreds of miles of multi-use trails that is growing in size each year. The Circuit Trails connects our local communities, providing endless opportunities for recreation and commuting. So whether you bike it, walk it, or run it, the point is — just enjoy it.

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WHY DOES THE CIRCUIT TRAILS MATTER?

Walk out your door and head north or south, east or west, and you can spend all day traveling on the Circuit Trails — 750 miles of bicycle and pedestrian trail connecting Greater Philadelphia.

Cross paths with your neighbors as you walk your dog on a trail near your home, or encounter your friends while biking through the rolling fields of Chester County, the urban green spaces of Philadelphia and Camden, or a canal towpath in Bucks County.

Connect to places you know well by using a trail for your bicycle commute, or take a new trail on a ride to a place you’ve never been.

Bicycling on the Circuit Trails connects you to places near and far, plugging you into trail systems that extend to Reading or the Shore, and to the East Coast Greenway — a green highway linking Philadelphia north through New York City to Calais, Maine, and south through Washington, DC, to Key West, Florida.

Multi-use paths provide multiple benefits to neighborhoods, communities, and the region, as a whole. Check out the various benefits that connecting the Circuit Trails would bring to the region.

When we connect the 750 miles of the Circuit Trails, Greater Philadelphia will have a trail network unlike any other in the country — connecting the urban, suburban, and rural communities of the fifth largest metropolitan region in the U.S. The Circuit Trails will make our region stronger by providing a place for healthy transportation and recreation, connecting our communities to green space, and making our neighborhoods more attractive places to live and work.

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BRAND MATTERS

The official logo, typographic styles, and colors are all part of a unique identity system created exclusively for the Circuit Trails. When used in a consistent manner, they provide a unified image that promotes the organization and brand as a whole. As official symbols, these graphic elements should not be manipulated or modified.

To obtain logo files and brand assets, or for questions and additional information, please contact us at marketing@circuittrails.org.

For custom applications, please contact Eastern Standard, campaign designer, at hello@easternstandard.com.

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THE CIRCUIT TRAILS LOGO

The Circuit Trails logo, used in color, black, or knocked-out to the page color, is the primary logo, and should be used in all print and web applications in order to maintain consistent brand representation.

PROUD GREEN

LOGO WITHOUT THE TAGLINE

The Circuit Trails tagline is “100s of Miles of Happy” and can be dropped from the logo when space is unavailable or when logo is used smaller than .75”.

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X is equal to the height of the crossbar of the letters E, F, H, T, and L.

The minimum size for the logo is .75” wide. When the logo does not have the tagline the minimum size is .5”.

Y is equal to the height of the container each word lives in.

The logo should also maintain a consistent amount of padding around it at all times.

X Y 1.75 X

.75” Y

.5” Y

1.75 X

3X 1.75 X

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COLOR

Color is inextricably linked to the Circuit Trails brand and should always be considered. It offers an instantaneous method for conveying meaning and message without words.

Color may be printed using solids or 4-color process builds, as appropriate. For web use, always use RGB color. Alternate colors should not be used. This document may not always reflect a completely accurate representation of color.

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Primary Colors

PROUD GREEN

HEART YELLOW

Pantone 2292 C C=50, M=0, Y=100, K=0 R=141, G=198, B=63 Hex: #8CC63E

Pantone 389 C C=25, M=0, Y=100, K=0 R=203, G=219, B=42 Hex: #CADB2A

Secondary Colors SKY

C=82, M=51, Y=0, K=29 R=35, G=89, B=144 Hex: #225890

FLOWER

C=84, M=88, Y=24, K=17 R=69, G=56, B=112 Hex: #45376F

LEAF

C=52, M=30, Y=86, K=0 R=127, G=141, B=73 Hex: #7F8C49

RIVER

C=92, M=56, Y=50, K=30 R=16, G=80, B=92 Hex: #0F505C

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ADDITIONAL LOGO COLORS

The primary color used for the Circuit Trails logo is Proud Green (page 6) or knocked-out in white on a solid ground (page 11). Alternate colors may be selected from those shown here to match the primary color of the creative. Please see the examples on the following pages. The black version should be used primarily for black and white print applications only.

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SKY BLUE

RIVER BLUE

On solid colored backgrounds, the white knocked-out logo should always be used.

MOSS GREEN

FLOWER PURPLE

WHITE

BLACK

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'PROUD TO TRAIL' CAMPAIGN WORDMARK

The campaign is intended to raise awareness of the Circuit Trails as a comprehensive entity and to provide the necessary tools for the Circuit Trails leadership and the Coalition members to better promote the Circuit Trails as a part of their own communications.

Circuit Trails The The Circuit Trails

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The Proud to Trail campaign wordmark should only appear in its established Proud Green and Heart Yellow colors.

On colored or dark backgrounds, the white knocked-out logo should always be used. Heart Yellow should be used for the color of the heart in “Proud.�

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'PROUD TO TRAIL' LOCK UP The Proud to Trail campaign logo should typically be used in combination with the Circuit Trails logo. This can be determined based on space constraints.

In some special cases, the wordmark may also be used in a single horizontal line due to space constraints.

PROUD TO TRAIL LOCK UP

THE CIRCUIT TRIALS LOGO IN HEART YELLOW

In this lock up the tagline “100s of miles of happy” should not be used.

HORIZONTAL WORDMARK

The Circuit Trails Logo should be included on all material that includes the horizontal Proud to Trail wordmark.

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ALIGNMENT The Proud to Trail campaign wordmark should be right aligned by default.

In some special cases, it may be left aligned.

RIGHT ALIGNMENT

LEFT ALIGNMENT

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TYPOGRAPHY

The typefaces used in all of our materials, from letters and e-mail signatures to our brochures and website, should always be consistent. The choice of a typeface provides a specific feeling and tone to our materials and reinforces our brand.

GT WALSHEIM (GRILLI TYPE)

GT WALSHEIM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Used for the logo, tagline, headers, and large display type only. This should not be used in body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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GOTHAM GOTHAM (HOEFLER AND CO.)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Used for body copy and all other type. Gotham should also be used as the default typeface.

The alternative typeface suggestion is Arial when Gotham is unavailable.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

GOTHAM ROUNDED GOTHAM ROUNDED (HOEFLER AND CO.)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Used for partner personalization only.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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IMAGERY

Photography is a key element to the brand. Diverse images, that include people enjoying the trails, are recommended when using photography in any way.

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DIAGRAMMATIC TRAIL MAP The Circuit Trails map represents the expansive range of the trail system. Both existing trails and trails in progress are shown along with cities, rivers, parks, and other landmarks.

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When third parties use this map it should always contain the Circuit Trails logo.

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HORIZONTAL

PRINT ADS

Did you know that one of America’s largest trail networks is in your backyard? Greater Philadelphia is the proud home of The Circuit Trails, a vast regional network of hundreds of miles of multi-use trails that is growing in size each year. The Circuit Trails connects our local communities, providing endless opportunities for recreation and commuting. So whether you bike it, walk it, or run it, the point is — just enjoy it.

The Schuylkill River Trail — Just one of over 100 segments that make up the Circuit Trails

Discover 100s of miles of happy at circuittrails.org

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VERTICAL

The advertising pieces for the Proud to Trail campaign are primarily made up of several different elements that together form a cohesive system and brand.

All ads should include the Circuit Trails logo, the Proud to Trail campaign logo, a call to action, and website address. Ads will also contain a background color and sometime also include body copy and one or more images.

THE CIRCUIT TRAILS: AD ANATOMY Did you know that one of America’s largest trail

COPY, INCLUDED ON LARGER SIZED ADS

networks is in your backyard? Greater Philadelphia is the proud home of the Circuit, a vast regional network of hundreds of miles of multi-use trails that is growing in size each year. The Circuit connects our local communities, providing endless opportunities for recreating and commuting. So whether you bike it, walk it, or run it, the point is — just enjoy it.

PROUD TO TRAIL CAMPAIGN LOGO KNOCKED OUT WITH COLORED HEART.

BACKGROUND COLOR TO COMPLEMENT PHOTO AND PTT LOGO

PHOTOGRAPHY

THE CIRCUIT TRAILS LOGO

CALL TO ACTION, WEBSITE, TRAIL INFORMATION AND CAPTION GO IN FOOTER.

Discover 100s of miles of happy at circuittrails.org The Schuylkill River Trail — Just one of over 100 segments that make up the Circuit Trails

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BILLBOARDS

Discover 100s of miles of happy at circuittrails.org

Discover 100s of miles of happy at circuittrails.org

Discover 100s of miles of happy at circuittrails.org

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TRANSIT ADVERTISING Transit ads offer a highly visual and dynamic means to reach other pedestrians and cyclists. These examples may be resized by the client, as needed, for similar outdoor applications, such as transit signage (bus cards, bus shelters, subway advertising, etc.).

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STREET BANNERS AND RETRACTABLE BANNERS Street pole banners and retractable banners should be kept simple, using color and bold type and logo elements to maintain strong campaign and brand visibility up close and at a distance.

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SELFIE SPOT SIGN The branded selfie spot A-frame and pole signs are another point of contact with the Circuit Trails users that act as a way to help promote the brand through the encouragement of social media.

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POSTCARD AND HANDOUT This print promotional takeaway provides a basic overview of the Circuit Trails and reflects the campaign. This piece relates to the general features, benefits, and efforts of the Circuit Trails while appealing to a wide audience, from end users to potential funders.

Takeaway print pieces like this should always be visual and memorable.

FRONT ART EXAMPLE

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WHAT’S THE CIRCUIT TRAILS? The Circuit Trails is one of America’s largest multi-use

WHAT’S THE CIRCUIT TRAILS?

The Circuit Trails is one of America’s largest multi-use trail networks. Growing in size each year, the Circuit Trails connects an ever-expanding

1500 Walnut St., Suite 1107 Philadelphia, PA 19102 circuittrails.org info@circuittrails.org

collection of local communities throughout Greater

trail networks. Growing in size each year, the Circuit Trails connects an ever-expanding collection of local communities throughout Greater Philadelphia, providing endless opportunities for recreation and commuting. So

Philadelphia, providing endless opportunities for recreation and commuting. So whether you bike it,

whether you bike it, walk it, or run it, the point is — just

walk it, or run it, the point is — just enjoy it. There are

enjoy it. There are 100s of miles of happy for you to

100s of miles of happy for you to explore.

explore.

DISCOVER THE TRAILS

For the latest Circuit Tails news and information,

DISCOVER THE TRAILS

including detailed trail locations and descriptions,

For the latest Circuit Tails news and information,

visit circuittrails.org.

including detailed trail locations and descriptions, visit circuittrails.org.

SHARE YOUR TRAIL PRIDE Post photos of your favorite trail experiences on Instagram, Facebook, or Twitter with hashtag #ONTHECIRCUIT and tag them with your location.

We may repost them on that trail’s web page!

SHARE YOUR TRAIL PRIDE Post photos of your favorite trail experiences on Instagram, Facebook, or Twitter with hashtag #ONTHECIRCUIT and tag them with your location. We may repost them on that trail’s web page!

POSTCARD BACK

Discover 100s of miles of happy at circuittrails.org HANDOUT BACK

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SOCIAL MEDIA BRANDING The social media branding carries the brand across various platforms via both mobile and desktop applications.

EXAMPLE SOCIAL MEDIA AVATARS

The Circuit Trails

1. HEADER AREA WITH CAMPAIGN LOGO, TAGLINE, AND WEBSITE

2. LOGO MATCHING BACKGROUND COLOR OF HEADER

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SOCIAL MEDIA ADS Ads on social media platforms should include the campaign wordmark and the Circuit Trails logo when space allows.

Since these are generally clickable links, the URL is not always necessary.

Color and strong imagery are essential to creating memorable and shareable content.

EXAMPLE ADS FOR INSTAGRAM

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EXAMPLE ADS FOR FACEBOOK

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WEB ADS A web advertisement includes the Circuit Trails logo, Proud to Trail wordmark, tagline, and imagery when room is available. Background colors can be alternated between the four main secondary colors.

728 X 90 PX

300 X 250 PX

160 X 600 PX

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PARTNER MATERIALS The Circuit Trails Coalition is a collaboration of non-profit organizations, foundations, and agencies working to advance completion of a connected network of trails — the Circuit Trails — in the Greater Philadelphia region. General or “personalized” materials are available to members and partners.

FOR ASSISTANCE WITH CREATING PERSONALIZED MATERIALS, PLEASE CONTACT EASTERN STANDARD AT HELLO@EASTERNSTANDARD.COM

PERSONALIZED PARTNER 2 X 2 INCH STICKERS

PERSONALIZED PARTNER BANNER

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MEMBER LOGO FOR USE ON THIRD PARTY MATERIALS OR WEBSITES.

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MEMBER LOGO (KNOCKED-OUT ON COLOR)

BARTRAM’S GARDEN IS

PERSONALIZED PARTNER EMAIL BANNER (FULL WIDTH ONLY)

Click here to discover 100s of miles of happy.

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THE CIRCUIT TRAILS WEBSITE

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EMAIL TEMPLATES

GRAPHIC ANNOUNCEMENTS CAN BE CUSTOMIZED. THE CIRCUIT TRAILS LOGO WILL ALWAYS APPEAR IN THE UPPER LEFT CORNER.

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LETTER ANNOUNCEMENT

NEWSLETTER

GRAPHIC ANNOUNCEMENT

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PROMOTIONAL ELEMENTS Our collateral includes items that may be available for purchase by users of the Circuit Trails to show their pride and support of both our organization and the trails. These items also serve to remind users of the trail network and any of our ongoing programs.

Promotional items will be particularly useful in building visibility through existing and new users.

1 INCH BUTTONS

2 X 2 INCH STICKER

BIKE BADGE

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OPTIONAL BACK

Document Date: 04.15.2016 Created by Eastern Standard