visit davis brand guide
visit davis brand guide
The Brand Guide serves as a comprehensive resource that establishes and communicates the essence of the Visit Davis - its mindset, behavior, and personality - as 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 Visit Davis.
table of contents
Introduction Who We Are Brand Identity
• Brand Vision
• Brand Purpose
• Brand Hierarchy
• Brand Values
• Brand Personality
• Brand Promise
• Brand Position
• Brand Messaging Marketing
• Target Audiences
• Target Markets
• Campaigns
• Campaign Types
Style Guide
• Primary Logos
• Alternative Logos
• Logo Placement
• Color Palette
• Typography
• Photography
• Logo on Photography
• Sample Marketing Materials
What is not included in the Brand Guide
Future campaign strategies and objectives to be determined in alignment with the guidelines created. We will develop and review economic impact information and put this into the overall strategy for future campaigns.
welcome to davis, california,
where every moment is filled with possibility.
INTRODUCTION
Welcome to the Visit Davis Brand Guide — an illuminating journey into the heart of our destination marketing organization. Dive into the essence of Visit Davis and discover how it shapes the experiences of travelers and residents alike. Uncover what distinguishes us from the rest.
More than just a guide, this comprehensive document encapsulates the character of Visit Davis and the city it represents. By embracing designated principles, understanding the true nature of our brand, and immersing yourself in the intricacies of Davis, you’ll be equipped to share its wonders with audiences far and wide, inviting them to embark on their own unforgettable adventures in our vibrant city.
WHO IS VISIT DAVIS
Davis, California
Davis is a vibrant university town where residents and visitors alike can explore with ease and peace of mind. It’s an embodiment of the quintessential California lifestyle, offering a harmonious balance of work, play, and relaxation that welcomes visitors with open arms and afriendly smile.
From its vibrant downtown scene, and university events to its intimate neighborhood gatherings, Davis is brimming with fun-filled activities for everyone to enjoy. Whether you’re biking around town, browsing our historic farmers’ market, exploring our scenic parks and green spaces, or attending a live music performance, you’ll find Davis is a haven for relaxation and revitalization alike.
Visit Davis
At Visit Davis, we champion Davis, California, as a must-visit destination catering not only to university students and their families but to travelers seeking memorable experiences for business or pleasure. Through strategic advocacy, organic marketing efforts, targeted advertising, and collaborative partnerships, we enhance the visibility of Davis as a premier travel destination. Our overarching mission is to stimulate economic growth, enrich the lives of our residents, and foster community vitality through increased overnight visitation and visitor engagement.
We invite you to experience the magic of Davis, where every moment is filled with possibility, and every encounter leaves you feeling inspired.
Visit Davis is a local destination marketing jurisdiction within the Visit Yolo tourism
brand purpose
Why we do what we do.
Our purpose at Visit Davis is to elevate Davis, California, into a must-visit destination that appeals to travelers in search of meaningful experiences and the families of its university students traveling either for business or leisure through strategic advocacy, innovative marketing strategies, and collaborative partnerships. Our overarching mission is to drive economic prosperity, enhance the quality of life for our residents, and foster a vibrant sense of community through increased overnight visitation and meaningful engagement with visitors.
BRAND VISION
Where does Visit Davis want to go and how does it see itself in 5-10 years?
In 5 to 10 years, Visit Davis anticipates a steady increase in overnight visitation, driving economic growth and prosperity for our community. As we continue to foster strategic partnerships and embark on innovative marketing initiatives, we envision a thriving tourism industry that not only enhances the quality of life for our residents but also preserves and celebrates the unique culture and natural beauty of our city.
Ultimately, Visit Davis aims to position our city as a mustvisit destination, where every visitor leaves with joyful memories and a deep appreciation for the city of Davis.
*Brand Vision may be reviewed, assessed, and adjusted annually to reflect Visit Davis’ growth and objectives.
brand hierarchy
Central Valley Tourism Association
brand principles (values)
Engaged
“Engaged” as a brand principle for Visit Davis reflects our proactive efforts to connect and interact with current and potential visitors to our city. It encapsulates our commitment to creating meaningful experiences in a vibrant and welcoming destination that captures the hearts and imaginations of travelers from near and far.
Inclusive
“Inclusive” embodies our commitment to creating an inviting and accessible destination that welcomes visitors from all backgrounds, abilities, and walks of life. It reflects our dedication to ensuring that everyone feels valued, respected, and represented in their travel experiences.
Family-friendly
“Family-friendly” describes our dedication to providing a range of experiences, amenities, and activities that cater to the needs and interests of families traveling with children. In practice, Visit Davis integrates family-friendly elements into its marketing, programming, and outreach efforts.
brand personality traits
that describe who visit davis is as if o ur brand were a person.
Vibrant
Visit Davis exudes energy, excitement, and dynamism. It’s characterized by a lively and engaging presence that captivates attention and leaves a lasting impression. It radiates positivity and optimism, infusing joy and excitement into every interaction and experience
Fun
Visit Davis is joyful, playful, and lightheartedcharacterizations that are infused into every aspect of the visitor experience. As a “fun” brand, Visit Davis embraces a spirit of spontaneity and exploration, encouraging visitors to let loose and unwind in a town where exciting adventures and memorable moments await around every corner.
Friendly
Visit Davis embodies warmth, approachability, and genuine hospitality. It reflects the city’s welcoming and inclusive atmosphere and Visit Davis’ visitor-centric approach to tourism, where the needs and preferences of travelers are always front and center.
brand promise
How we help people and make their lives better. Our value proposition. Visit Davis pledges to curate vibrant and inclusive experiences, showcasing the diverse cultural tapestry, natural beauty, and dynamic community spirit of Davis, California. With warmth and enthusiasm, we welcome travelers to explore our city and discover their own slice of magic.
brand position
How is Visit Davis connecting with the target audience? How do we exist in people’s minds? What makes us stand out?
Visit Davis invites you to explore a city where vibrant cultural experiences intertwine with the serene beauty of nature. Nestled in the heart of California, Davis offers a unique blend of smalltown charm and big-city amenities, providing travelers with an unforgettable destination to discover and enjoy.
With its lively arts scene, diverse culinary offerings, and thriving community spirit, Davis captivates visitors seeking meaningful experiences and lasting connections. From strolling through colorful farmers’ markets to biking along scenic trails, every moment in Davis is an opportunity to embrace adventure and indulge in the simple pleasures of life.
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.
Visit Davis’ brand voice is as vibrant as the city itself. With a blend of warmth and intellect, we embody the spirit of a university town that welcomes visitors with open arms and a friendly smile.
Vibrant
A vibrant tone encapsulates Davis’ lively and energetic essence. It conveys a sense of dynamism, excitement, and creativity that permeates every aspect of the town’s culture, community, and environment.
Hospitable
In Davis, hospitality is evident in the friendly smiles and cheerful greetings exchanged on the streets, in local businesses, and at its accommodations fostering meaningful connections and creating memorable experiences for visitors.
Friendly
Genuine warmth, approachability, and kindness characterize Davis’ community and culture. Friendliness reflects the spirit of camaraderie, openness, and goodwill that residents extend toboth neighbors and visitors alike.
campaigns target audiences
UNIVERSITY PARENTS/FAMILIES
LEISURE
• Groups
• International
• Individual BUSINESS
• Meetings
• Conferences
target markets
NON-UC DAVIS VISITORS (EXCLUDES CAMPUS, ARBORETUM, HYATT PLACE UCD, UCD CONFERENCE CENTER)
January - December 2023
Distance 75+ miles
Excluding day trippers
TOP IN-STATE MARKETS WERE:
• 56.6% of all visitors
• Top DMAs
• San Fran/Oak/San Jose
• LA
• Sac/Stockton/Modesto
• Fresno/Visalia
• San Diego
TOP OUT-OF-STATE MARKETS WERE:
• 43.4% of all visitors
• Top DMAs
• Reno
• Seattle/Tacoma
• Portland
• Phoenix/Prescott
• Denver
• New York
OVERALL:
• Age
• 45-64 - 39%
• 25-44 - 27%
• Trip comparison
• 62% repeat
• 38% one-time visitors
TOP VISITED POIS – BASED ON DATAFY REPORT:
• Downtown Davis
• ●Central Park
• Hilton Garden Inn
• ●Davis Farmers Market
• Holiday Inn Express
• Yolo Bypass Wildlife Area
target markets
UC DAVIS VISITORS
January - December 2023
Distance 75+ miles
Excluding day trippers
TOP IN-STATE MARKETS WERE:
• 66% of all visitors
• Top DMAs
• LA
• SF/Oakland/San Jose
• Sac/Stockton/Modesto
• Fresno/Visalia
• San Diego
• Monterey/Salinas
• Bakersfield
OUT-OF-STATE
• 34% of all visitors
• Top DMAs
• Reno
• Seattle/Tacoma
• Portland-OR,
• Phoenix/Prescott
• Salt Lake City
• New York
• Chicago
OVERALL POIs
• Age
• 45-64 - 41%
• 25-44 - 27.3%
• Trip comparison
• 59% repeat
• 41% one-time visitors
• 16% - Downtown Davis,
• 4% - Arboretum
• 2% - Hyatt Place
SAME DAY POIs
SAME TRIP
• 19% - Downtown Davis
• 4% - Arboretum
• 2% - Hyatt place
• 2% - Central Park
TOP TAKEAWAY BASED ON DATAFY REPORTING:
People who go to UC Davis campus aren’t venturing out into the community past downtown or other areas of the county.
digital & print campaigns
Brand Awareness
Meetings & Conferences campaign types:
Print Advertising
Utilize paid advertising opportunities across different formats such as magazines, newspapers, brochures, flyers, etc. with consistent branding that reaches Visit Davis’ target markets.
Digital Advertising
Create online paid advertising to reach Visit Davis’ 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.
Email Marketing Campaign
Deploy marketing emails either through existing lists or paid advertising options to promote Davis, California 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 and increase overnight stays 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 Visit Davis’s branding to ensure consistent and cohesive branding, design, and communication across all channels. By adhering to these best practices, Visit Davis will maintain a unified and professional appearance.
primary logo
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 )
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.
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.
x x
color palette
Inspired by the diverse landscapes and activities of Davis, 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 7714 CP
C 96 M 0 Y 30 K 45
R 0 G 111 B 121
Hex # 006F79
PMS 5513 CP
C 29 M 1 Y 10 K 5
R 168 G 210 B 216
Hex # A9D2D8
PMS 7500 CP
C 1 M 2 Y 10 K 1
R 248 G 242 B 226
Hex # F8F2E2
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 typography
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.
typography
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. Set tracking between 50300 and set only in lower case.
clarkson 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 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.
photography
Best practices for photagraphy.
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
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.
VISIT
CAN COOLER SHIRT
sample marketing materials
You never get a second chance to make a first impression.
Your brand is what people see when they think of the industry your business represents. It’s the first thing they associate with your products or services.
HYDRO FLASK
COFFEE MUG
