InKind Design for Geaux Expo CREATED BY 2022
BRAND INTEGRITY So much careful thought and hard work has gone into creating this incredible brand identity that we want to make sure we provide you with everything you need to uphold and maintain it for years to come Just follow the rules outlined in this guide and you can be confident that you’re always making the right decision for your brand and for your business In marketing, in branding, and in business consistency is everything! A message from your dedicated brand specialists at
Building relationships and getting to know people are like breathing. We’re relationship driven and measure our success by how happy we make our clients. We believe in hugs, not handshakes. And we work with our clients for years and decades, not months or weeks. HUGS, NOT HANDSHAKES. CHARLES DOIZE
BRAND GUIDELINES From your Designer Brand Ethos Logos Colors Typography Photography Do's and Don'ts Supporting Elements Templates Your Brand in the Real World Before and After 01 04 05 06 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 CORPORATE BRANDING GUIDELINES 2022
OUR BRAND ETHOS Traditional values, innovative solutions, and a whole lot of fun. The aesthetic of the brand is big, bold, and fun, while maintaining a high level of confident professionalism. The brand is modern, referencing the innovation in The goal of this brand update is to visually express the skill level, the enthusiasm, and the personality of the Geaux Expo family. TRUSTED ENERGETIC FRIENDLY SETTING THE MOOD The images to the right represent a carefully curated mood board, built specifically for your brand. From this, we begin to establish a network of artistic elements we can pull from to create an image that is entirely your own, a completely unique and visual representation of who you are. These elements are all representative of the look and feel of your brand.
How to use it The primary logo is the main way in which Geaux Expo will be represented and recognized across the broad scope of the brand. Wherever possible, it should be used above all other logo options unless doing so would compromise the integrity of the image (ie. the area in question is too small or the wrong orientation). From tote bags to business cards, billboards to app icons, it is essential to the success of the brand that the logo always be applied with care and respect. What it means The Geaux Expo logo is classified as a combination wordmark. Crisp edges and straight lined letterforms are balanced by the round, energetic "stamped" GO that envelopes and embraces the name of the company. The colors in the logo itself are bright and crisp, while being accompanied by a hugely versatile gradient and palette of supporting colors that bring warmth and depth to the brand. The accompanying imagery is profound and modern, while still feeling approachable and friendly. The goal of this brand update is to match the skill, the enthusiasm, and the personality of the Geaux Expo family.
PRIMARY LOGO
(minimum primary logo size) 1 in
SECONDARY LOGOS Secondary logos can be used as an alternative to the primary logo, but should only be used when there is a specific reason behind the decision to do so. Taglines are incredibly useful and powerful tool for brand building. The primary version of the Geaux Expo logo does not include the tagline, for versatility and legibility, but wherever it makes sense to use them, the tagline logos should be used liberally Icons are not a replacement for the primary logo, as they are limited to one color and no tagline, but can be used as a helpful accent. The Geaux Expo branded catchphrase logo is clever and fun, however it does not express the full purpose of the primary logo. Do not use unless in a context where the primary logo is also present or where the primary logo is well known already. LOGO KEY: TAGLINE a. Oblong Tagline b. Stacked Tagline BADGE c. Icon ALTERNATIVE d. Branded Catchphrase Logo
SECONDARY
a. b. c. d.
BRAND COLOR STORY The importance of consistency There are only 3 colors that are approved for use in the Geaux Expo logo: pink, black, and white. They are clean, they are bold, and the consistency of sticking to these colors is paramount to the bold and modern aesthetic of the brand. Beyond those 3 colors, Gray may be substituted for black and white or grayscale applications.
OPEN SPACE Keeping things clear There is a surprising amount of complexity going on within the Geaux Expo logo, so whenever it is used be sure to give it an ample amount of breathing space. The logo should never be cramped or crowded. With enough open space around it, the logo will look as effortless and powerful as it is bold
COLOR COMBINATIONS Keeping things clean For the most part, which colors to use where should be self explanatory. Whichever two colors are represented in the logo, the third should be used for the background. For example, if the logo file is pink and white, the background should be black The reverse is also true, meaning that if the background is pink, the logo should be black and white Take care in making sure that whichever combination you choose to employ, it does not conflict or feel incongruous with the context around it. In most cases, the primary logo (black and pink on white) will be your safest bet.
PMS 173 C HEX #DB4E26 PMS 7650 C HEX #791A55 PMS 7621 C HEX #B11F24 PMS 219 C HEX #D8128D BRAND COLOR PALETTE Appropriate use of color is integral to the consistency of any brand. Each color in the Geaux Expo color palette has been carefully selected to reinforce the fundamental nature of the brand. HEX #E8E8EA HEX # HFFFFFF EX #BABABA HEX #212121
TYPOGRAPHY Typography is a powerful brand tool when used consistently. The set of typefaces are listed in hierarchical order and should be used exclusively across all print and web applications. If for any reason a substitution needs to be made, it is imperative that the available font be as true to the original as possible. HEADER Montserrat Bold SUBHEADER Montserrat Bold BODY TEXT Montserrat Thin
You can trust our family owned and operated trade show company for event management and planning that puts your brand in the best light. Geaux Expo staff have more than 26 years of experience in the event industry. Count on us to close the gaps in your trade show expertise and lighten your load so you can focus on selling. CONFIDENT, WITH THE REPUTATION TO BACK IT UP. CHARLES DOIZE
When being used over a background image, the logo should be placed in an area where there is little to no interference from the background image.
The Geaux Expo logo can work in harmony when combined with photography, however there are strict rules that should be followed to assure that doing so will make the best impact and properly uphold the brand’s standards
BRAND PHOTOGRAPHY GUIDELINES Building
When being used in tandem with images of client booths, it should be placed in an area where it does not compete with the focal point of the image and where the image does not compete with it. Elements of the brand should always be in balance. If there is no open space where you can safely apply the logo, use the appropriate white, black, or pink color box behind the logo and over the image. a visual world
GENERIC IMAGES
Trade show floors are busy and crowded places. When using an image of a trade show as a compliment or background for text, an intentionally blurred image is preferred as a means to alleviate that business and bring balance. Another way to create balance with a crowded image behind or beside the logo or other text is to use a color overlay Grayscale is also a tremendously helpful tool, but red, orange, or purple are also acceptable.
PEOPLE IN PICTURES THE BOOTHS Because the Geaux Expo brand is friendly and approachable, it is important that any stock images of people include diversity, both in race and in gender Any images used of Geaux Expo booths should be high resolution and professionally shot. If high quality photos are not available, renderings are the preferred alternative
Because the legibility of the logo is of paramount importance, always make sure you give it ample breathing space Furthermore, don't be shy with the color box backgrounds, they can, and do, make a world of difference. DO What TO do with your logo
Because nothing can damage a visual brand more than inconsistency, make sure you always follow the rules This may seem trivial, but it is unbelievably important, because broken rules make your brand appear unprofessional. Take a look at these examples and see for yourself: DON'T What NOT to do with your logo... a. don't use over an image without a color block behind b. don't crowd the logo c. don't squish the logo d don't rotate the logo e. don't stray from approved colors a. e.d.c. b.
BRAND
The Geaux Expo brand is so much more than "just" a logo, it is a clever balance of playful and professional, struck by the juxtaposition of a bold and impactful logo against the soft, warm, and rich gradient supporting elements. That said, the two primary, gradient supporting elements are depicted here First we have the gradient border Seen below, the gradient border provides a block of color that can separate, outline, or otherwise break up blocks of information. SUPPORTING ELEMENTS How to make the most of your brand, your whole brand
The foundation of traditional marketing
These standards of traditional marketing (ie: letterhead, envelope, folder cover, business card, and sticker) have been designed to fully encompass what the Geaux Expo visual brand is all about. They are fun and vibrant, but follow traditional, professional guidelines for what each piece is expected to be. The quirky winks and modernity and personality are all part of the fun.
STATIONERY
.
These social templates have been designed to get you started in the wide world of internet marketing Think of them as a jumping off point that you can use to inspire your future social marketing efforts
SOCIAL MEDIA How you show up on social
.
All of these examples are designed to explain how the Geaux Expo brand can, and should, exist in the broader context of your business Note how the logo, the colors, and the supporting elements, all coexist within practical applications. EXISTING IN THE WORLD The real fun starts when your brand meets the real world
Est. 2007 Your Logo Before Est. 2022 Your Logo Now No visual brand is meant to outlive its relevance. Logos, colors, and imagery need to grow and evolve with the changing times. It is important to take a moment to remember, and honor your brand journey so far, so that when the time comes to take the next step forward, you'll be ready And when that day comes, we'll be here, ready to help you navigate that transition too THE FUTURE OF YOUR BRAND Knowing where your going, by remembering how far you've come
CREATED BY KEEP IN TOUCH W I T H T H E I N K I N D D E S I G N T E A M www inkind design com Website office@inkind design com Email Address When all is said and done, we’re always here to help If you ever have any questions about how to use your style and messaging guide or how to make the best use of your new brand, all you have to do is ask. We’re here with you. We’re here to help! THE OFFICIAL BRAND GUIDE OF GEAUX EXPO
