Visit Yolo Brand Guide by REBEL MEDIA

visit yolo brand guide

The Brand Guide serves as a comprehensive resource that establishes and communicates the essence of the Visit Yolo brand - 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 Yolo’s brand and its subsidiary brands.

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

• Regional Logos

• Color Palette

• Typography

• Photography

• Logo on Photography

• Social Media

• Online Advertisements

• Physical Advertisements

• Sample Videos

• 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.

YOLO COUNTY VINYARDS

Introduction

Welcome to the Visit Yolo Brand Guide —an insightful exploration of our destination marketing organization’s core principles, unique advantages, and distinct personality. Discover the spirit of Visit Yolo and how it enriches the experiences of travelers and locals alike, and learn what sets it apart from the crowd.

This comprehensive guide is more than a simple handbook; it encompasses the essence of Visit Yolo and the destination we serve. By embracing these guidelines, grasping the true meaning behind our brand, and understanding Yolo County inside and out, you will be able to successfully introduce its wonders to people across the country and around the world.

Who We Are

Yolo County

From the bustling university town of Davis to the quiet rolling hills of the Yolo Countryside, Yolo County can be described with many words, chief among themagricultural, authentic, welcoming and undiscovered.

Yolo County is perfectly situated in Northern California just a short distance away from Sacramento, Napa and San Francisco and includes Davis, West Sacramento, Winters, and Woodland, along with unincorporated Yolo County, referred to as “Yolo Countryside.” Thanks to the diversity of our geographic location, we grow exceptional produce that fills plates right here in Yolo County and across the world to nations including Japan, India, and Australia.

THE HIVE | WOODLAND

Who We Are Continued...

Yolo County’s produce shines at our local eateries’ farm-fresh plates where it’s paired with glass after glass of impeccable wine from more than two dozen local vineyards.

Organic farms fill the landscape beside the amazing sights of fresh almond blooms in the spring and towering sunflowers in the summer. Yolo County is a place visitors feel welcome and let their senses lead the way.

Visit Yolo

At Visit Yolo, we represent all of Yolo County, promoting it as a prime destination for both business and leisure travel. Through advocacy, marketing, and paid advertising, we work to make Yolo County stronger and bring our communities together through the positive economic impact tourism brings to the County, not only by putting heads in beds, but by providing visitors with experiences that can’t be found elsewhere.

Each year, tourism supports more than 5,000 jobs and generates over $415 million in travel spending along with $16 million in local tax revenue, improving the overall quality of life for all residents. Tourism continues to be vital to our community and Visit Yolo promotes the best of what Yolo County has to offer, enticing visitors to return time and time again

YOCHA DEHE GOLF CLUB | CAPAY VALLEY

brand identity

Visit Yolo’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 Visit Yolo’s brand identity, from its values to its voice, collectively mold the perceptions it elicits from its diverse audience, spanning various markets.

Brand Vision

In three to five years, Visit Yolo will be well-positioned to promote Yolo County as a captivating and inviting destination, offering visitors authentic experiences in welcoming communities they will come to know and trust. By cultivating a thriving tourism industry, we will enhance the quality of life for Yolo County’s visitors and residents.

one-of-a-kind experiences only Yolo County can offer.

HOME2 SUITES | WEST SACRAMENTO

Brand Hierarchy

Attributes

Countryside Agricultural/Beautiful/Peaceful

Davis Educated/Vibrant/Friendly

West Sacramento Growing

Winters Charming/Friendly/Historic

Woodland (Membership) Charming/Diverse/Historic

Attractions

Wine tasting/Sunflowers/Almond Blooms/Farms

U.C. Davis/Farmers’ Market/Cycling/Bicycle Culture

Sacramento River Cats/Breweries

Liquid Tourism (vineyards, food, breweries, and distilleries) Events/Historic Downtown

Yolo County Fair/California Honey Festival/Dinner on Main

PUTAH CREEK CAFÉ | WINTERS

brand values

These principles serve as our compass, guiding Visit Yolo both internally and externally. Embracing these principles ensures that we tread the path to long-term success, embarking on endeavors, initiatives, and campaigns that consistently reflect our identity and values.

Authenticity

Visit Yolo is committed to being both genuine and transparent, representing the true identity of Yolo County. We aim to act with honesty, integrity, and consistency in interactions with the community, our stakeholders, and the market as a whole.

Welcoming

We embody the welcoming spirit of Yolo County by maintaining a friendly and hospitable demeanor in all our interactions. Whether it’s through marketing, in-person interactions, or online platforms, we strive to create a welcoming atmosphere that makes people feel valued and appreciated.

Diversity

Yolo County can’t be defined with just one adjective; it’s a diverse community in every way-from the crops it grows, to the attractions it offers, to people who call it home. Visit Yolo celebrates this diversity and prides itself on the many unique attributes that make Yolo County whole.

Simplicity

Visit Yolo strives to maintain simplicity across its messaging, branding, and visual representations by eliminating unnecessary complexities. We acknowledge that simplicity can differentiate Yolo County in a crowded tourism marketplace

brand personality

These are the defining human characteristics that encapsulate the essence of Visit Yolo and project a distinct and reliable identity. They shape how we present ourselves verbally and visually and are perceived by partners, stakeholders, and the market.

FARMERS MARKET | DAVIS

Welcoming

Visit Yolo exudes a warm, inclusive, and hospitable demeanor that allows us to create a friendly and inviting environment, making those interacting with our brand feel comfortable, valued, and embraced.

Authentic

We embrace authenticity and transparency, creating a feeling of ease and trust in our communication and intentions. We favor emphasizing honesty and sincerity in our interactions while avoiding over promising or exaggerating.

Relaxed

Visit Yolo uses a casual and informal tone in its communication, creating a friendly and approachable atmosphere for customers. We avoid excessive formality and rigid structures, creating a more relaxed and relatable tone.

Unpretentious

Visit Yolo conveys a down-to-earth attitude, avoiding grandeur and extravagance. Our focus remains on providing genuine value and experiences without unnecessary frills.

brand promise

How we help people and make their lives better. Our value proposition. Visit Yolo promises to deliver an authentic, genuine travel experience that showcases the best of rural California in a welcoming atmosphere. From our organic farms to vibrant downtowns, visitors will share memorable experiences that can’t be found anywhere else.

brand positioning

How does Yolo County exist in people’s minds? What makes it stand out? California’s freshest escape. Our deep-rooted heritage has created a one-of-a kind flavorful experience that satisfies the senses. We welcome visitors to take a breath of fresh air while enjoying our pristine landscapes, organic farm to fork cuisine, and wine from local vineyards.

brand messaging

Brand Voice

How we express ourselves to the world. Welcoming Authentic Joyous

Brand Tone

The feeling we give those we communicate with. Belonging Comfortable Peaceful

Taglines

A breath of fresh air.

Boilerplate

Visit Yolo is the official tourism bureau of Yolo County, California. Visit Yolo promotes the County as a prime destination for both business and leisure travel.

Through advocacy, marketing, and paid advertising, we work to make Yolo County stronger and bring our communities together through the positive economic impact tourism brings, not only by putting heads in beds, but by providing visitors with experiences that can’t be found elsewhere.

FRUIT ORCHARD TREES | YOLO COUNTY

marketing targeting audience

Yolo County’s unique offerings resonate with the following audiences which reside both near and far, and are willing to travel to experience Yolo County.

Leisure Audiences

• Farm to Table

• Wine and Craft Beverage

• Outdoor enthusiasts

• Wedding Parties

Business Audiences

• Corporate Travel

• Ag Education

• Governmental Organizations and Business Associations based in Sacramento

• U.C. Davis Visitors

International Audiences

• These are a combination of Leisure and Business audiences and therefore have varied interests and will have visitors that fall into both the Leisure and Business categories○

• For international leisure travelers, Yolo County will likely be part of a multi - destination trip and therefore should not be limited to a singular interest

Target Markets

Historical Data

Where have Yolo County’s visitors been coming from? *

• In 2022 76.4% of visitors were in - state travelers

• Since 2018, in - state travelers have made up 62% or more of all visitors

*Information sourced from Datafy (Feb. 2018 - Sep. 2023)

SACRAMENTO BRIDGE

Top In-State markets were:

• San Francisco/Oakland/San Jose - 46%

• Sacramento/Stockton/Modesto - 23%

• Chico/Redding - 12.5%

• Los Angeles - 8.8%

• Fresno/Visalia - 5.5%

• San Diego - 2%

Top Out-of-State markets were:

• Portland - 4%

• Reno - 3.4%

• Seattle/Tacoma - 3.3%

• Medford/Klamath Falls - 2.3%

• Phoenix/Prescott - 1.5%

*Information sourced from Datafy (Feb. 2018 - Sep. 2023)

Direct International Travel Markets

• Germany●

• United Kingdom

The designation of CALIFORNIA in association with the brand is critical in any international effort. HOWEVER, the marketing initiatives in any international market are not in sync, compatible or any way to be compared with those carried out domestically. Traditional “advertising” as is done in the US is not conducive to marketing in Europe or anywhere else. The efforts cannot be measured in the same way as domestic.

Future Target Markets

In-state**

• Los Angeles - these visitors tend to have the longest stays/most hotel room nights

• San Francisco - these visitors are day/weekend trippers and likely to return

Out-of-state**

• Portland

• Seattle/Tacoma

• Reno

campaign concepts & types

Visitors are looking for an experience that leaves them with great memories and a positive experience. Due to the diversity of its localities, utilizing themes rather than promoting Yolo County as a “destination” will be a more successful approach to marketing.

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)

SAVORY CAFE | WOODLAND

Bottom Level: Heads in beds (conversion)

Campaign Types

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.

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

Television & Radio

Reach audiences on their own time, in their own space in chosen target markets.

SUNFLOWERS | YOLO COUNTY

Campaign Types

International

Efforts in the international arena are strategically executed through the travel trade and media, NOT through any direct to consumer. Education and information are our platforms for the travel trade and media and are done through meetings, presentations, information distribution, trade show attendance, story pitch ideas, other by our contract Visit CA offices in Germany and the UK along with hosting key clients in-destination. Additionally, here in the US, similar efforts to receptive agencies that specialize in contracting product for those international tour operators is conducted by Visit Yolo staff directly.

Marketing campaigns, if executed, are done with selected tour operator partners that will reach the highest level of prospective travelers to the US with in their massive consumer databases. Partnership with these tour operators, which DO market direct to consumer are our only cost-effective manner to position Yolo County as a stop in a multi-destination itinerary for any international markets. They position the destination within their suggested Northern CA itineraries on our behalf, at a fraction of the cost. Without their cost-effective platforms, or the support of Visit CA, Yolo County would not even be considered or referenced and thus would present zero opportunity to attract overnight visitors from these countries.

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 Yolo’s branding to ensure consistent and cohesive branding, design, and communication across all channels. By adhering to these best practices, Visit Yolo will maintain a unified and professional appearance.

YOLO COUNTY

Primary Logo Color 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.

1 Color Logo

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.

Regional 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.

CACHE CREEK | YOLO COUNTY

Regional Logos

Davis Logo

Winters Logo

Yolo Countryside Logo

West Sacramento 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.

THE HIVE | WOODLAND

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.

C 0 M 65 Y 100 K 0

R 244 G 112 B 32

Hex # F47920

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

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.

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. Can be paired with Clarkson Script. Set tracking between 150 - 300 and set only in lower case.

Clarkson Script ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrsutvwxyz

clarkson

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.

social media

Social media isn’t just about reaching an audience; it’s about building meaningful relationships, sparking conversations, and earning the trust of potential visitors.

online advertisements

Including options like display ads, social media campaigns, and search engine marketing, online advertisements are designed to reach and engage with internet users. They are an excellent option to deliver targeted content, gather data on user interactions, and optimize campaigns for enhanced visibility and engagement.

physical advertisements

These advertisements range from billboards to brochures and are physically printed and/or distributed. As tangible promotional tools, these ads are used to reach audiences, potentially on a broad scale, however present challenges in collecting data about their performance and impact.

Vertical Social Media Videos

sample videos

Video is an immensely powerful tool for marketing purposes due to its ability to engage, inform, and emotionally connect with audiences in ways that other content formats often struggle to achieve. Videos should stay true to the Visit Yolo brand and voice, and follow the guidelines presented in this document.

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.

Champagne Celebration Glass

Can Cooler STICKERS

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.

Tote Bag Stickers

Hydro Flask Coffee Mug

Visit Yolo Brand Guide