Graphic Brand Standards The following graphic standards were developed as a method for protecting the graphic brand of Lee’s Summit, MIssouri. It is important to consult with and follow the enclosed guidelines to maintain the integrity of the brand.
YoursTrulyLS.com
Dear Lee’s Summit Team Member, It is essential that we all, as co-pilots of the brand, use our logo and fonts properly to maintain consistency in all our visual messaging. In doing so, we will support and strengthen our brand personality among all city department entities as well as with our community brand partners. We believe this information guide which follows will help guide you to successfully build our community brand. We all have the responsibility to build and protect our branding communication’s materials in order to maintain the equity in our brand. It is our experience that a brand, any brand for that matter, must remain true and consistent whenever, wherever or however we employ our messaging. Here’s why. A strong brand personality will build strong product association. So while our competitors can “steal” just about any idea, product or service over time, they can’t steal our most valuable asset….our brand. For more information on the “do’s” and “don’ts” for employing our logo and fonts, please call Gina Seibel at the Lee’s Summit Chamber Office, 816.524.2424.
Yours Truly,
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Logo Usage It is essential that the City’s “Master Brand” logo as well as all “Power Brand” logos be used properly. A Logo/Trademark can be lost if not used according to properly approved guidelines. If the logo is improperly used, they will eventually become public domain, which means the City and it’s entities will lose its exclusive right to the LOGO Mark.
Master Brand Are often recognizable brands that possess a family of Power Brands that are equally - or more recognizable - among their respective target audience.
Cultural Arts
Power Brand Are recognizable in their own right and can stand on their own as a successful business, product, service or enterprise.
Positioning Statement For individuals and businesses looking for the serenity and security of
Chamber
a small town, Lee’s Summit is the place where history converges with vision and energy to create a smart, friendly business environment... that energizes relationships and holds the promise of a community where anything is possible.
Education
YoursTrulyLS.com
Tourism
Downtown Community Businesses
Economic Development Council
Citizens
Healthcare
Parks & Recreation
Lodging & Hospitality
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Lee’s Summit, Missouri Logos Full Color Logo The Logo may be represented in full color using either spot color or 4/ color process printing techniques.
One Color Logo The Logo may be represented in single color using PMS 581 (City Government only), PMS 308, PMS 306, PMS 1235, PMS 583 or Black with either spot color or 4/color process printing techniques.
Reversed Logo The Logo may be reversed out of a dark background but should be printed on white whenever possible.
Logo Icon The LS icon shown may be used separately from the Logo when appropriate following the above color guidelines.
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Unacceptable Logo Applications
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Recommended Spacing No other object should be placed within the safe area around the logo as specified to the right. The area is an area identified by the height of the “M” in the logo.
Horizontal Logos Horizontal versions of the Lee’s Summit logo have been created when the stacked version is not appropriate. Please use the artwork provided and follow the guidelines in this stylebook for these logos as well. Please note that Olive Green is reserved for City governement use only.
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(Logo Spacing Example)
Color Palette and Fonts The following guidelines illustrate the proper use of the Lee’s Summit, MIssouri logo.
Color Palette The color palette provides a guide for keeping a consistent color scheme within the community’s communication.
Sapphire
Ocean
Olive
Kiwi
Almond
Marigold
PMS 308 C/100 M/19 Y/8 K/46 R/0 G/91 B/130
PMS 581 C/26 M/21 Y/100 K/68 R/91 G/86 B/23
PMS 139 C/5 M/46 Y/100 K/21 R/176 G/91 B/130
PMS 306 C/79 M/0 Y/6 K/5 R/0 G/185 B/228
PMS 583 C/25 M/3 Y/100 K/14 R/168 G/180 B/0
PMS 1235 C/0 M/30 Y/95 K/0 R/255 G/180 B/0
Approved Fonts Design Materials: brochures, newsletters, ads, postcards and more... • Swiss 721 BT Roman AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz • Swiss 721 BT Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz (Swiss is not a common font and should only be used in professional printed documents or documents that are saved in PDF format. This is an important note as it affects how the end user will view the document.)
• Longhand Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Email communications, word documents, agendas and more... • Gill Sans MT AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz (This shall be the default font to be used on all publications that do not meet the above description)
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Lee’s Summit Power Brand Logos Additional Logos have been created for the Lee’s Summit Chamber, the Lee’s Summit Economic Development Council and Downtown Lee’s Summit. Please use the appropriate approved artwork provided and follow the guidelines specifically outlined in this document (without exception).
YoursTrulyLS.com
Lee’s Summit Theme Line Let’s be clear, the Lee’s Summit brand is NOT the theme line.Theme lines come and go. The Brand endures forever. Lee’s Summit’s theme line, “Yours Truly”, is to be used in conjunction with the Logo Trademark. The only exception being audio advertising, for obvious reasons. With that exception, “Yours Truly” will be part of all visual media expression, including, but not limited to; television, print, collateral, email correspondence, interactive media, outdoor & signage. Note - “Yours Truly” must always be used as an image and not typed in the Longhand font. Longhand is not a common font and will not display properly on the end user’s machine. This is important to remember on items such as email signatures.
Gina M. Seibel | Director of Communications 220 SE Main Street | Lee’s Summit, MO 64063 816.524.2424 | lschamber.com | gseibel@lschamber.com
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Brand Character The brand is the embodiment of how we want our audience to F E E L about Lee’s Summit. People create a relationship with brands, much like they do with individuals — they forge an emotional connection based on trust. That is what makes our brand the most formidable asset. A strong brand personality allows Lee’s Summit to represent a clear, single virtue that sets us apart in the category, and resonates with our audience by “touching” them on a deeper emotional level, which translates into a powerful sense of motivation. Understanding Lee’s Summit’s brand character ensures that we deliver a consistent message and firsthand experience whenever, wherever or however our audience comes into contact with our brand. In order to ensure that messaging resonates with the audience, the brand vocabulary must inspire and attract the audience with such a passion that they aggressively seek out the Lee’s Summit brand.
YoursTrulyLS.com
Crafting the Tone for the Lee’s Summit Brand In order to ensure that messaging resonates with the audience, the brand vocabulary must inspire and attract the audience with such a passion that they aggressively seek out the Lee’s Summit brand. The brand vocabulary defined in this guide provides a common language that reinforces brand attributes and brand positioning for use in communications materials, press releases, interviews, presentations and general conversation among regional officials, brand partners, area businesses and internal/external audiences.
Lee’s Summit, Missouri Brand Vocabulary Safe/Secure
Benevolent
Collaborative
Nurturing
Authentic
Cultural
Progressive
Close-knit
Accessible
Confidence
Friendly
Green
Accomplishment
Engaged
Forward thinking
Choices
Scenic
Growing
Dynamic
Community-minded
Perspective
Healthy
Youthful
Belonging
Approachable
Great schools
Fun
Heritage
Natural
Neighborly
Harmony
Generous
Elevated
Prestige
Supportive
Responsive
Fulfillment
Charming
Contribution
Inclusion
Affordable
Relaxing
Family-focused
Entrepreneurial
Honest
Resourceful
Vibrant downtown
Truly
Progressive
Innovative
Casual
Well managed
Caring
Comfortable
Energetic
Safe and secure
Sincere
Potential
Inclusive
Optimistic
Charitable
Welcoming
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Examples of Tone and Brand Vocabulary
Possibilities... I just woke up one morning and asked myself IF NOT NOW, WHEN? I’ve always dreamed of opening my own business, and I think I picked the perfect place ... a community with vision and energy. Wish me luck!
Yours Truly,
Freedom... We never really get over the thrill of flying. It allows us to look up in the sky and imagine all that is possible. Just minutes away from historic downtown, Lee’s Summit Municipal Airport provides outstanding customer service featuring two runways, 23 buildings & tie-down space for 172 aircraft. Come spread your wings with us.
Yours Truly,
YoursTrulyLS.com
Please Understand the Following... The Lee’s Summit logo and theme line “Yours Truly” are registered trademarks of the City of Lee’s Summit, Mo., and cannot be used in any form, without the prior approval. Please be advised that any and all intended use of the logo or theme line in whole or in-part will require prior submission and sign-off approval, before production, recording or publication. Further, the City of Lee’s Summit and Lee’s Summit Chamber of Commerce reserve the right to withdraw any prior approval if these codes presented in the Graphic Brands Standards guide are violated. Thank you for your cooperation to help protect the marketing communication elements that have been created and developed to promote our one-of-a-kind community. To get involved with the brand and obtain logo files contact Jim McKenna, community brand manager, at 816.524.2424 or jmckenna@lschamber.com
Yours Truly,
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