Discover West Sacramento Brand Guide

discover west sacramento brand guide

discover west sacramento brand guide

This Brand Guide serves as a comprehensive resource that establishes and communicates the essence of Discover West Sacramento - its mindset, behavior, and personalityas well as guidelines for leveraging the brand effectively. It encompasses various components such as brand identity, logo guidelines, sample marketing materials, and additional factors to consider. This document lays the groundwork for creating focused campaigns and implementing effective strategies to promote Discover West Sacramento.

Table of Contents

Introduction - 2

Who We Are - 4

Brand Identity - 6

• Brand Vision - 7

• Brand Purpose - 8

• Brand Hierarchy - 9

• Brand Values - 10

• Brand Personality - 12

• Brand Promise - 15

• Brand Position - 16

• Brand Messaging - 17

• Brand Line - 19 Brand Boilerplate - 20

• Target Audiences - 22

• Target Markets - 23

• Marketing Campaigns - 25

• Campaign Types - 26 Style Guide - 28

• Color Palette - 30

• Regional Color Palette - 32

• Typography - 34

• Primary Logo - 36

• Alternative Logo - 37

• Logo Usage - 38

• Logo Placement - 40

• Regional / Subsidary Logos - 41

• Photography - 42

• Logo on Photography - 44

• Sample Marketing Materials - 46

Who is Discover West Sacramento?

West Sacramento

Located along the riverfront, adjacent to California’s capital city, West Sacramento is an emerging, vibrant community with a growing culinary and culture scene. It’s conveniently accessible from Sacramento International Airport and serves as the gateway to Yolo County - its quaint small towns, breathtaking scenery, and notable wine country. A haven for business, sports, leisure travelers and more, West Sacramento provides increasingly elevated traveler experiences.

Discover West Sacramento

Discover West Sacramento is the destination marketing organization dedicated to showcasing West Sacramento as a desirable destination for both business and leisure travelers. Through strategic marketing efforts including social media, collaborative partnerships, targeted advertising, and more, we elevate West Sacramento’s profile in the tourism landscape.

Our mission extends beyond visitor engagement; we are committed to strengthening our local economy and improving the lives of our residents and business owners by attracting a steady influx of new and repeat visitors. We aim to showcase the array of culinary options, engaging events, and unique attractions that make West Sacramento a one-of-a-kind destination, all while ensuring exceptional stays at our lodging establishments.

brand identity

Discover West Sacramento’s brand identity is comprised of the unique set of characteristics and attributes that it uses to present itself to the public and distinguish itself from other travel destinations. The various aspects that define Discover West Sacramento’s brand identity, from its values to its voice, collectively mold the perceptions it elicits from its diverse audience, spanning various markets.

Brand Vision

Where does Discover West Sacramento want to go and how does it see itself in 5-10 years?

Our goal is to redefine West Sacramento as an enticing neighbor of Sacramento, offering a diverse tapestry of attractions and activities that appeal to leisure travelers from near and far. Through strategic branding, targeted marketing initiatives, and collaborative partnerships, we aspire to expand our share of the leisure travel market, positioning West Sacramento as a destination in its own right. By showcasing our scenic riverfront, cultural landmarks, culinary delights, recreational opportunities, and ever-growing community growth and improvement, we aim to create memorable experiences that entice visitors to extend their stay and explore all that Discover West Sacramento and nearly Yolo County have to offer.

Brand Purpose

Why we do what we do.

Discover West Sacramento is motivated by a commitment to fostering growth in our community. We believe that by promoting our town as an attractive destination for both business and leisure travelers, we can stimulate economic development, create job opportunities, and enhance the overall quality of life for our residents and business owners through overnight stays. Moreover, we are driven by a passion for showcasing the variety of experiences, flavors, and other offerings that define West Sacramento.

Brand Hierarchy

How does Discover West Sacramento exist amongst other relationships?

Central Valley Tourism Association ( Region )

brand values

Our brand values serve as guiding principles both internally and externally. By embracing these values, we ensure that our actions, initiatives, and campaigns align with our identity and core beliefs, paving the way for long-term success.

Reliability

“Reliability” stands as a cornerstone principle within Discover West Sacramento as it aims to ensure visitors encounter reliable, dependable experiences across the city’s hotels and attractions. Reliability guarantees a commitment to excellence at every turn.

Consistency

“Consistency” embodies the assurance that visitors know what to expect from each visit to the next - consistently high standards of service, amenities, and experiences. Discover West Sacramento ensures that every interaction reflects the city’s dedication to excellence.

Welcoming

“Welcoming” reflects the city’s commitment to creating inclusive, inviting, and hospitable experiences for all visitors. It embodies the warmth, friendliness, and openness that define the city’s hospitality culture.

Forward-Thinking

West Sacramento is a growing city, increasing its appeal to prospective residents and leisure travelers. Discover West Sacramento embraces new urban development, green spaces, community building, all with a prosperous, inviting future in mind.

brand personality

Traits that describe who Discover West Sacramento is as if our brand were a person.

Vibrant

West Sacramento presents itself as vibrant, representing the feeling visitors feel through its recreational opportunities and its increasingly attractive outdoor and live events, public art, and more.

Emerging

Discover West Sacramento embraces its emergence as an up-and-coming leisure travel destination - one that is beginning to reveal itself as growing, thriving, and forward-thinking.

Friendly

Discover West Sacramento exudes a welcoming demeanor, making travelers of all kinds feel comfortable and relaxed.

brand promise

How we help people and make their lives better. Our value proposition. Discover West Sacramento promises to deliver a reliable travel experience in which all visitors feel welcome. Visitors can expect comfortable accommodations and easy access to the best of West Sacramento and the surrounding towns and cities.

brand position

How is Discover West Sacramento connecting with the target audience? How do we exist in people’s minds? What makes us stand out?

At the heart of Discover West Sacramento lies a commitment to making travelers feel like they belong in our vibrant community and are welcomed with open arms. West Sacramento serves as a gateway to limitless possibilities, easily accessible to everything the region has to offer, from exciting sporting events to exquisite dining to relaxing wine tastings.

brand messaging

Consistently communicating our brand and beliefswho we are, how we do it and why we stand out.

Brand Voice

How we express ourselves and how we want people to feel.

Welcoming

With welcoming messaging, Discover West Sacramento communicates in a heartfelt and inviting manner, creating a sense of belonging and an open invitation to explore local attractions, engage with locals, and immerse oneself in the city and surrounding areas.

Upbeat

“Upbeat” embodies a lively, positive, and energetic tone that resonates with audiences. It reflects the city’s vibrant atmosphere, friendly community, and engaging experiences.

Casual

Through its casual voice, Discover West Sacramento communicates in a conversational and informal manner, creating a sense of comfort and relaxation when it connects with travelers.

city escape

brand boilerplate

Discover West Sacramento is the local destination marketing organization for West Sacramento, promoting the city as an appealing locale for both business and leisure travelers. Through strategic marketing initiatives we elevate West Sacramento’s presence in the tourism industry. Our mission extends to bolstering the local economy and enhancing the quality of life for residents and businesses by increasing overnight stays. We showcase the city’s diverse culinary scene, dynamic events, and distinctive attractions, while ensuring exceptional stays at our lodging establishments.

Target Audiences

Leisure

• Baseball fans

• Sports tournaments

• Event/Festival attendees

• UC Davis families

Business

• Conferences/Conventions

Target Markets

In-State*

• Fresno / Visalia

• Los Angeles

• San Francisco / Oakland / San Jose

• Chico / Redding

Out-of-State*

• Reno

• Medford / Klamath Falls

• Portland

*Information sourced through historical data provided by

Datafy

campaign concepts & types

Visitors come to West Sacramento seeking an enjoyable, comfortable experience. Utilizing a campaign-driven strategy can appeal to visitors by not only generating interest, but informing them of ways to maximize the enjoyment of their visit to West Sacramento.

Marketing Campaigns

Discover West Sacramento will utilize the tools within this Brand Guide to develop campaigns across various platforms and mediums that:

Are clear and consistent: Clear concepts and consistency help maintain a unified message and brand identity across all marketing efforts.

Reach targeted audiences: Different campaign types will be utilized to effectively reach and engage various target audiences.

Have measurable goals: Each campaign type can be tracked and measured in varying ways which will be utilized to assess effectiveness.

Are adaptable: Having diverse campaign types will make it possible to respond to to changing market conditions and audience preferences.

Campaign Types

Print Advertising

Utilize paid advertising opportunities across different formats such as magazines, newspapers, brochures, flyers, etc. with consistent branding that reaches West Sacramento’s target markets.

Digital Advertising

Create online paid advertising to reach West Sacramento’s target markets through online advertising platforms like Google Ads, social media advertising, etc.

Social Media

Reach potential visitors through organic posts on social media platforms like Instagram, Facebook, Twitter, LinkedIn, etc.

Campaign Types

Email Marketing Campaign

Deploy marketing emails either through existing lists or paid advertising options to promote West Sacramento as a tourist destination.

Partner/Collaborative Campaign

Capitalize on partnerships to share a joint message through various methods including print, online, social media, etc.

Sponsorship

Raise brand awareness through supporting organizations, events, etc.

style guide

Best practices for logo, font, and color usage.

Design with confidence

This Style Guide contains specific rules and guidelines of use for Discover West Sacramento’s branding to ensure consistent and cohesive branding, design, and communication across all channels. By adhering to these best practices, Discover West Sacramento will maintain a unified and professional appearance.

Color Palette

Rich, warm colors grace Discover West Sacramento’s branding, capturing the vibrant, welcoming essence of the brand.

One of Discover West Sacramento’s brand values is consistency. One way that value is demonstrated is by utilizing the designated brand color palette across all marketing materials, portraying the reliability of both the brand and destination.

PMS 221 C

C 37 M 100 Y 40 K 14

R 150 G 30 B 91

Hex # 961E5B

PMS 122 C

C 7 M 28 Y 100 K 0

R 237 G 183 B 30

Hex # EDB71E

C 2 M 3 Y 11 K 0

R 248 G 242 B 226

Hex # F8F2E2

Regional Color Palette

Inspired by the diverse landscapes and vibrant cities of Yolo County, the color palette features bright, energetic and fresh colors.

The color palette is essential for ensuring a consistent appearance across brand collateral pieces. Utilize the specific Pantone color or designated color build and do not add additional colors to the palette.

PMS 390 CP

C 27 M 0 Y 100 K 3

R 191 G 1210 B 43

Hex # BFD22B

PMS 7500 CP

C 1 M 2 Y 10 K 1

R 248 G 242 B 226

Hex # F8F2E2

PMS 7714 CP

C 96 M 0 Y 30 K 45

R 0 G 111 B 121

Hex # 006F79

PMS 633 CP

C 98 M 6 Y 10 K 29

R 0 G 127 B 164

Hex # 007FA4

PMS 228 CP

C 43 M 100 Y 39 K 17

R 137 G 29 B 90

Hex # 891D5A

Typography

Raleway Regular is used for internal communications, along with headings and body copy in web and print materials. Should not be used for main headings.

Utilize the system font substitute Arial Regular when the above fonts are not supported (print and/or digital). This font should only be used for internal facing materials.

Raleway Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrsutvwxyz

Raleway Bold

Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational.

Clarkson Script is reserved for website and print materials, not internal communications. Meant to be used in conjunction with Clarkson.

Clarkson is reserved for website and print materials, not internal communications. Can be paired with Clarkson Script. Set tracking between 150 - 300 and set only in lower case.

Clarkson Script

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrsutvwxyz

Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational.

marty, is that you? that’s right. no, it was the enchantment under the sea dance. our first date. it was the night of that terrible thunderstorm, remember geor ge? your father kissed me for the very first time on that dance floor. it was then i realized i was going to spend the rest of my life with him. listen, i gotta go but i wanted to tell you that it’s been educational.

Primary Logo Black and White Options

The primary logo is the default logo and is to be used for all printed and digital collateral. Do not manipulate the primary logo in any way and only work with provided files.

The one color logo is to be used only in situations where full color is not possible.

The color of the logo should be selected from the brand’s primary color palette and should contrast the background on which it sits. If the background conflicts with all colors, or color is not possible, a white or black logo may be used.

Black & White

Black & White ( Reversed )

Alternative Logo

This alternative logo is an essential component of Discover West Sacramento’s brand identity, designed to complement the primary logo while providing versatility in different applications. It is a simplified, black-andwhite version of the primary logo, ensuring that the brand remains recognizable and impactful even in contexts where color usage is limited or impractical.

Logo Usage

The logo must be used as is and not be altered in any way; this means that you MUST NOT:

• Change the logo’s orientation or rotation.

• Disproportionately scale the logo.

• Change the logo’s colors.

• Display the logo with color combinations not previously specified.

• Display the logo in a configurationnot previously specified.

• Attempt to recreate the logo.

• Make alterations to the logo’s text.

• Add special effects to the logo.

• Add an outline to the logo or display the logo as an outline.

• Display other elements within the logo’s designated clear space.

• Crop the logo in any way.

Logo Placement

The horizontal logo is the default logo and is to be used for all printed and digital collateral.

Do not manipulate the horizontal logo in any way and only work with provided files. Always leave enough white space around the logo.

Regional/ Subsidary Logos

The following logos are for use when representing Yolo County’s five primary regions.

The regional logos should be utilized together or individually and must be accompanied by the Visit Yolo County Primary Logo. The regional logos should never replace the Visit Yolo logo and should always remain secondary in hierarchy to the primary logo.

Davis Logo

Winters Logo

Yolo Countryside Logo

West Sacramento Logo

photography

Best practices for photography.

Logo on Photography

When placing the logo over photography, care must be taken to create well balanced compositions. Choose an area of the image to place the logo that does not detract from either the logo or the image.

sample marketing materials

Discover West Sacramento’s branding can be seamlessly integrated into different formats, ensuring consistency and maximizing brand recognition. The following pages provide a visual representation of the possibilities that lie ahead from traditional marketing campaigns and efforts to memorable swag that will leave a lasting impression.

Wine Chillers & Tote Bags

Coffee Mugs

Sample

Marketing Materials

You never get a second chance to make a first impression. Your brand is the face of your business in the eyes of your audience. It’s the initial connection they make with your industry and the lasting impression that shapes their perception of your products or services.

Wine Label

T-Shirts