BRAND GUIDE
D i s cov e r W i n t e r s
|
BRAND GUIDE 1
The Brand Guide serves as a comprehensive resource that defines the spirit and personality of the Discover Winters brand - its mindset, behavior, and more - to provide guidance 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 winning campaigns and utilizing effective strategies to promote the Discover Winters brand.
What is not included in the Brand Guide Future campaign strategies and objectives. This guide is a high level overview of the brand and potential strategies. Specific tactics and more will be outlined in a Marketing Strategy which will focus on Discover Winters’ goals and pathways to achieve them on an annual basis. D i s cov e r W i n t e r s
|
BRAND GUIDE 2
2
OV E RV IE W
4
W HO W E A R E
ALTE R NATI V E LO G OS
6
BR A N D ID E N T IT Y
LO G O P L ACE M E NT
BR A N D V ISION
R E G I O NAL LO G OS
30
P R I M ARY LO G OS
BR A N D PU R POSE
36
CO LO R PAL E TTE
BR A N D HIE R A R C HY
38
I CO NS & G R AP H I CS
BR A N D VA LU E S
44
TY P O G R AP H Y
BR A N D PE R SON A LIT Y
46
P H OTO G R AP H Y
BR A N D PR OM ISE
48
SAM P L E M AR K E TI NG M ATE R I AL S
BR A N D POSIT ION BR A N D M E SSAGIN G 22
M A R K E T IN G TA R GE T M A R K E TS TA R GE T AU D IE N C E S C A M PA IGN S C A M PA IGN T Y PE S
D i s cov e r W i n t e r s
|
BRAND GUIDE 3
WHO WE ARE W i n t e r s , Ca lifo rn ia Winters is a small city, nestled in Yolo County and situated 30 miles west of Sacramento with a population nearing 7,000. Winters can be described many ways, most notably charming, neighborly, and safe. It’s known for a quaint downtown with locally owned shops and restaurants with farm to table offerings and regional wines thanks to its agricultural surroundings. Residents and visitors alike enjoy its historic downtown, outdoor recreation, and agricultural heritage and look forward to annual small town events where the city’s friendly atmosphere has the opportunity to shine on a grand scale.
Di s cove r Win t e rs At Discover Winters, we represent the city, showcasing it as a prime destination for both leisure and business travelers, as a small - town escape close to the capital city. Our advocacy and marketing efforts attract visitors by highlighting Winters unique attractions, experiences, and spirit. Our actions contribute to Winters’ economic growth by attracting tourists, which then creates employment opportunities for local residents in the hospitality, service, and tourism sectors. Increased tourism results in more room nights for local hotels and accommodations, more customers for local businesses, and more patrons at local restaurants. The added revenue tourism brings to the city can be reinvested to improve infrastructure, services, and facilities for both residents and visitors alike. In essence, Discover Winters serves as a catalyst for positive change, fostering a mutually beneficial relationship between tourism, the local community, and businesses. It enhances the overall quality of life for residents while simultaneously boosting Winters’ reputation as a thriving and welcoming destination.
D i s cov e r W i n t e r s
|
BRAND GUIDE 4
D i s cov e r W i n t e r s
|
BRAND GUIDE 5
D i s cov e r W i n t e r s
|
BRAND GUIDE 6
BRAND VISION Where does Discover Winters want to go and how does it see itself in the future? In three to five years,* Discover Winters sees itself as an organization well-positioned to promote visitation and economic development in Winters through tourism advocacy and marketing. It sees itself as an organization with a solid foundation, strategically pursuing its goal of increasing visitation while making a positive impact on the lives of its residents. *The Brand Vision may be revisited annually or bi-annually and updated to reflect the progress and evolution of Discover Winters.
D i s cov e r W i n t e r s
|
BRAND GUIDE 7
BRAND PURP OSE Why we do what we do. At Discover Winters, our mission is to increase both overnight stays and day trips by creating genuine connections with visitors, inspiring them to discover and immerse themselves in the warm, neighborly atmosphere Winters provides. We are dedicated to sharing the sense of belonging that permeates Winters and its surrounding communities, along with the exceptional, exclusive experiences that can only be found here.
D i s cov e r W i n t e r s
|
BRAND GUIDE 8
D i s cov e r W i n t e r s
|
BRAND GUIDE 9
Central Valley Tourism Association (Region)
BRAND HIERAR CHY How does Discover Winters exist amongst other relationships?
D i s cov e r W i n t e r s
|
BRAND GUIDE 10
BRAND VALUES These guide our brand internally and externally. These principles serve as our guiding light at Discover Winters, directing our actions and decisions both within our organization and in our interactions with the wider community. By wholeheartedly embracing these principles, we pave the way for enduring success, charting a course that aligns our endeavors, initiatives, and campaigns with our core identity and values, all for the benefit of Winters, California, and its stakeholders. Authenticity Discover Winters is committed to being genuine through both transparency and honesty. We consistently apply these values to all our interactions, from those within the community to those with potential visitors. Neighborly We embody the friendly, welcoming spirit Winters is known for by being engaged with our community and its visitors and fostering a sense of inclusivity that allows everyone to feel at home in Winters, California. Equitable At Discover Winters, we recognize that our distinctive charm is owed to many unique facets. Whether it’s our captivating downtown, delicious dining establishments, scenic natural surroundings, or vibrant festivals, each component plays an integral role in shaping Winters into a remarkable destination for both residents and visitors.
D i s cov e r W i n t e r s
|
BRAND GUIDE 11
brand pers onalit y Traits that describe who Discover Winters is as if our brand were a person.
D i s cov e r W i n t e r s
|
BRAND GUIDE 12
W e lcoming Discover Winters embodies an inviting, inclusive, and friendly persona that aims to make customers and audiences feel comfortable, appreciated, and at home. It sets the tone for positive interactions and fosters a sense of belonging.
charming Discover Winters conveys a warmth that is authentic and personal. We leave a long-lasting positive impression on those we interact with.
pe ace f ul We present ourselves in a way that our audience finds both calming and tranquil-reflective of the way our community sees itself. The sense of peacefulness we exude will resonate with our audience.
Fam i ly-F riendly We strive to create an environment where families feel valued. We have a commitment to providing products, services, and experiences that enhance the well-being, safety, and happiness of all family members, fostering a sense of trust with our customer base.
D i s cov e r W i n t e r s
|
BRAND GUIDE 13
D i s cov e r W i n t e r s
|
BRAND GUIDE 14
BRAND PR OMISE How we help people and make their lives better. Our value proposition. Discover Winters is dedicated to providing a travel experience defined by the sensations of warmth and relaxation that visitors savor as they journey through our charming downtown, delight local culinary creations and beverages, and immerse themselves in the breathtaking beauty of our picturesque surroundings.
D i s cov e r W i n t e r s
|
BRAND GUIDE 15
BRAND P OSITION How is Discover Winters connecting with the target audience? How do we exist in people’s minds? What makes us stand out? Winters’ rich heritage in commerce and agriculture has shaped the delightful small town that holds a special place in our hearts. We present visitors with the unique opportunity to embrace the essence of local life as they leisurely stroll through our historic downtown, indulge in delightful culinary adventures, all while basking in the refreshing breeze that sweeps in from our picturesque countryside.
D i s cov e r W i n t e r s
|
BRAND GUIDE 16
D i s cov e r W i n t e r s
|
BRAND GUIDE 17
BRAND MESSAGING Consistently communicating our brand and beliefs who we are, how we do it and why we stand out. BRAN D VO I CE :
BR A ND TO N E :
How we express ourselves to the world. Friendly Nostalgic Down-to-Earth
The feeling we give those we communicate with. Warm and cozy Calm Welcomed
D i s cov e r W i n t e r s
|
BRAND GUIDE 18
BRAND LINE
TAGLINE FOR DIS COVER WINTERS
Stay and savor the charm.
D i s cov e r W i n t e r s
|
BRAND GUIDE 19
BRAND BOILERPL ATE Discover Winters serves as a tourism resource for Winters, California. With a drive to create genuine connections with visitors, we inspire them to discover and immerse themselves in the warm, neighborly atmosphere Winters provides. We are steadfastly dedicated to sharing the unique sense of belonging that permeates our city and its neighboring communities, as well as the extraordinary, one-of-a-kind experiences that are exclusive to this remarkable destination.
Discover Winters is part of the Visit Yolo brand and its marketing initiatives.
D i s cov e r W i n t e r s
|
BRAND GUIDE 20
D i s cov e r W i n t e r s
|
BRAND GUIDE 21
campaigns Target Markets Historical Overall Traveler Data Where have Winters’ visitors been coming from?* •
In 2023 76% of visitors were in-state travelers Since 2020, in-state travelers have made up 63% or more of all visitors
*Information sourced from Datafy from February 2018 through December 2023
D i s cov e r W i n t e r s
|
BRAND GUIDE 22
target audiences Top In-State markets were: •
San Francisco/Oakland/San Jose - 48%
•
Chico/Redding - 17%
•
Sacramento/Stockton/Modesto - 13%
•
Los Angeles - 4.7%
•
Fresno/Visalia - 2.7%
•
Monterey/Salinas - 2.2%
•
San Diego - 1%
Top Out-of-State markets were: •
Portland - 3%
•
Medford/Klamath Falls - 2.7%
•
Seattle/Tacoma - 2.7%
•
Reno - 1.8%
•
Eugene - 1%
*Information sourced from Datafy from February 2018 through December 2023
D i s cov e r W i n t e r s
|
BRAND GUIDE 23
Historical Hotel Stay Traveler** •
63% of visitors who stayed for longer than one day were in-state travelers
•
The most popular night to stay is Saturday
•
Travelers who extend their stay typically make a long weekend of their visit
•
Considering the marketing goal of increasing heads in beds, target audiences should focus on markets and audiences who have historically shown a tendency to stay longer than one day
**Information sourced from Datafy from January 2020 through December 2023
D i s cov e r W i n t e r s
|
BRAND GUIDE 24
**Information sourced from Datafy from January 2020 through December 2023
D i s cov e r W i n t e r s
|
BRAND GUIDE 25
Where everyone’s a neighbor.
campaign concepts & types Visitors are looking for an experience that leaves them with great memories and a positive experience. Due to its historical charm and unique offerings, Winters has plenty of marketable aspects for both business and leisure travelers. D i s cov e r W i n t e r s
|
BRAND GUIDE 26
Inspiration for campaigns drawn from board and constituent survey results include:
Tiered Campaign Levels: Top Level: Brand Awareness (audience building) Middle Level: Audience Targeting (build specific events/campaigns to target them) Bottom Level: Heads in beds (conversion) D i s cov e r W i n t e r s
|
BRAND GUIDE 27
CA MPAIGN T YPES Print Advertising Utilize paid advertising opportunities across different formats such as magazines, newspapers, brochures, flyers, etc. with consistent branding that reaches Visit Yolo’s target markets. Digital Advertising Create online paid advertising to reach Visit Yolo’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.
D i s cov e r W i n t e r s
|
BRAND GUIDE 28
CA MPAIGN T YPES CONT. Email Marketing Campaign Deploy marketing emails either through existing lists or paid advertising options to promote Yolo County 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
D i s cov e r W i n t e r s
|
BRAND GUIDE 29
1.25 Do not scale under 1.25
LOGO logo mar k | p rim a ry 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.
D i s cov e r W i n t e r s
|
BRAND GUIDE 30
b l ac k a n d w hit e
bl ack a nd white | reversed
g ray | rev er sed
1 - co lo r logo | reversed
logo mar k | p rim a ry 1 - colo r 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.
D i s cov e r W i n t e r s
|
BRAND GUIDE 31
1.25 Do not scale under 1.25
logo | s eco n da ry The secondary logo may be used to enhance brand flexibility, maintain consistency, and adapt to diverse platforms and contexts while preserving the core brand identity. It is intended to serve as an alternative to the primary logo, especially in instances where the shape and size of the primary logo is less than ideal.
D i s cov e r W i n t e r s
|
BRAND GUIDE 32
logo | s pacin g No matter what size the logo is, the minimum clear space to isolate the logo from competing graphic elements can be determined by using the height from the “W” of Winters in the logo as a spacer.
D i s cov e r W i n t e r s
|
BRAND GUIDE 33
logo | g r ays ca le Dark Green = Black 100% | Light Green = Black 40%
D i s cov e r W i n t e r s
|
BRAND GUIDE 34
logo | g u i d e lin e s I M P R O P ER U SE OF T HE LOG O 1. DO NOT apply affects to logomark 2. DO NOT apply a stroke 3. DO NOT place on top of images in full color 4. DO NOT change the colors
5. DO NOT tilt or reposition logo in any way 6. DO NOT stretch or squeeze 7. DO NOT break apart logo 8. DO NOT alter logotype
D i s cov e r W i n t e r s
|
BRAND GUIDE 35
10%
COLOR 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.
D i s cov e r W i n t e r s
|
BRAND GUIDE 36
25%
C O L O R PA L E T T E
30%
25%
10%
MAIN COLOR SPECTRUM DISTRIBUTION
D i s cov e r W i n t e r s
|
BRAND GUIDE 37
Cityscape graphic of Winters. Includes downtown buildings, the bridge, farm-land, the watertower, and the hills. Can be used on promotional items, shirts, etc.
The W is textured and can be used on promo items and on the circular alternate logo.
California graphic with star indicating the location of Winters. Multiple applications acceptable.
ICONS i co n s Icon for use in print and on the web
D i s cov e r W i n t e r s
|
BRAND GUIDE 38
Retro/Vintage suble dot pattern. Can be used in several color combinations as long as the contrast is not dramatic.
Graphic based wood texture to add a rustic element. Can be used in several color combinations as long as the contrast is not dramatic.
Image based white wood background. Great simple background that other images or text can be used on.
PAT T E R N S & T E XT U RE Graphic & Image backgrounds
D i s cov e r W i n t e r s
|
BRAND GUIDE 39
GRAPHICS Graph i c s & Sy m b o ls Icons can be used large or small — in the full range of Discover Winters colors. Icons are perfect for highlighting areas of a page or hinting at the subject matter of a section. Icons can be in white or in color as needed. They can also be used without the background, as just line icons.
D i s cov e r W i n t e r s
|
BRAND GUIDE 40
D i s cov e r W i n t e r s
|
BRAND GUIDE 41
19
Downtown DIS COVER WINTERS
Encapsulating the essence of Winters, California, the logos, typography, and photography used by Discover Winters reflect the spirit of authenticity. Through serene colors, pleasing fonts, and inviting photography, Discover Winters can embody the genuine charm of Winters’ character.
D i s cov e r W i n t e r s
|
BRAND GUIDE 42
12
Winters D i s cov e r W i n t e r s
|
BRAND GUIDE 43
T YP OGRAPHY He a de r & b o dy co py Discover Winters utilizes three distinct fonts that distinguish between header and body copy. The header font that quickly catches readers’ attention, while the stylized option provides an alternative, softer impression. Body text is used for longer-format copy such as sentences or paragraphs.
D i s cov e r W i n t e r s
|
BRAND GUIDE 44
e x amp l e :
STAY AND SAVOR THE CHARM. Take a breath of fresh country air.
Founded in 1875, Winters claimed a special place in California’s history as the Sacramento Valley’s commercial center for agriculture and passenger rail service.
D i s cov e r W i n t e r s
|
BRAND GUIDE 45
PHOTOGRAPHY All photography used should be high quality professional images. All photos should be vibrant, rich, and reflect the beautiful experience that comes with being in Winters. Do not overly edit the photography. Keep it true to life and captivating.
D i s cov e r W i n t e r s
|
BRAND GUIDE 46
D i s cov e r W i n t e r s
|
BRAND GUIDE 47
SHIRTS
M ARKETING M ATERIALS samp l e mar k e t in g m at e ria l s Swag items can also build brand awareness. When people see others wearing or using branded merch, it can help businesses gain positive visibility, build brand recognition, and make it more memorable.
D i s cov e r W i n t e r s
|
BRAND GUIDE 48
COO L E R CAN
STICKER S
D i s cov e r W i n t e r s
|
BRAND GUIDE 49
TOT E BAG
D i s cov e r W i n t e r s
|
BRAND GUIDE 50
MUG S
W IN E G L A SS
D i s cov e r W i n t e r s
|
BRAND GUIDE 51