Monroe, GA Brand Lookbook

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2021 BRAND LOOKBOOK

2021 | Brand Lookbook


200 young Years


M o n r o e c e l e b r at e d 2 0 0 y e a r s O N N OV E M B E R 3 0, 2 0 2 1

The

M o n ro e Brand L o okb o ok


Credits LOCAL P ROJE CT LEADE R S

Sadie Krawczyk, Economic Development Director Logan Propes, City Administrator Leigh Ann Aldridge, Main Street Coordinator John Howard, Mayor THE M ONROE B R AND STE E R I NG COM M I TTEE

Lisa Anderson Rashaad Ansley Jeanie Beach Ross Bradley Denise Dixon Lynn Hill Callen Moore Gloria Reese Jessica Rosenthal Wes Sorrells PARTNER S

Downtown Monroe City of Monroe THE U NI VER SI TY OF GE ORGI A’S CAR L VI NSON I NSTI TU TE OF GOVER NM E N T

Kaitlin Messich, Lead Faculty Designer Kelsey Broich, Designer Karen DeVivo, Editor Danny Bivins, Facilitator Clark Stancil, Facilitator

Special Thanks

to the citizens of Monroe and Walton County who gave their input and ideas!


Tabl e of C onte n ts 7

P A R T O N E | THE MONROE BRANDING PRO CESS

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Phase 1: Research and Discovery

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Phase 2: Visual Identity

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Monroe Brand Style Guide

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Phase 3: Brand Application

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PA R T T WO | B R A N D R E C O M M E N D AT I O N S

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Brand Use Approval Form

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Terms and Conditions


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It ’s all yours.

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1 Branding PA R T

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The City of Monroe and Downtown Monroe engaged the University of Georgia’s Carl Vinson Institute of Government to develop a new brand identity that would better tell Monroe’s story, increase community pride and unity, and attract investment. The Institute of Government team worked with Economic Development Director Sadie Krawczyk, City Administrator Logan Propes, and Main Street Coordinator Leigh Ann Aldridge to form a steering committee to help inform the branding process. The following recaps this nine-month process, which took place from February to November 2021.

Brand Challenge Monroe already has a strong identity, especially in the antique shopping world, but kadd<2pc2<^ek<<e^kak<ke3ekd<e^+<<(ed´Teca++e3eadk<^ek3( Monroe’s brand expression in a way that highlights all of its outstanding qualities— from friendly people to a charming downtown, its rich history, family-friendly atmosphere, and creative can-do spirit. The Carl Vinson Institute of Government conducted a three-phase branding process that included thorough public engagement to gain crucial buy-in and ensure participation from a wide range of people from all over the community.

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PHASE I

Research discovery

and

PHOTO‰ab<e…C+2b3a++akE+eakeOpkkke^d 101 N Broad Street, Downtown Monroe

Phase i steps: • Creation of Steering Committee

• AddekIde3kcak<3

• Public Input

• B^a3dDe^e3kak<3

• Existing Brand Analysis

• Target Audiences

• ESRI Community Tapestry Study

• Brand Position Statement

• Brand Personality

• Tagline Selection

• Competition Analysis

The Monroe Brand Steering Committee Ten Monroe citizens served on the Monroe Brand Steering Committee and attended regular meetings to help inform the process and spread the word about public input opportunities. Steering committee members represented various occupations, ages, backgrounds, and areas of expertise, providing diverse opinions and ideas.

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PUBLIC INPUT Public input is key to having a successful brand. To gather crucial insights and perceptions about what the Monroe brand should be, team members held in-person and virtual focus groups, conducted phone interviews, and e+deda3<3+3edp^e´Ak<ka+<ƒ¤<cpd^<pKda3dek3ke^ede^e conducted, and the survey received over 1,200 responses. Who the team heard from: • Walton-Barrow Board of Realtors

• Retirees

• Downtown merchants

• H<dKka+dka

• Walton County Chamber of Commerce

• Antique vendors

• Downtown Development Authority

• Lifelong residents

• Monroe Diversity Board

• Local homebuilders

• Monroe-Walton Center for the Arts

• New Monroe residents

• George Walton Academy students

• Monroe Museum

• Monroe Area High School students

EXISTING BRAND ANALYSIS The Institute of Government branding team reviewed a variety of promotional materials, city and downtown websites, social media pages, and more to gain a comprehensive understanding of how Monroe already promotes itself. The following are some examples of existing brand messaging found across these platforms:

“A classic small town” “A vibrant, creative community” “Southern charm and sophistication” “The number one downtown in Georgia by creating memorable experiences, celebrating local entrepreneurship, and preserving our historic small town charm.” “The City of Governors” “One of Georgia’s most civil-minded and cultural smaller cities” “A pro-business community” “Antiques Capital of Georgia” As these examples demonstrate, Monroe is known for many things but lacks a consistent and strategic brand message to help gain brand recognition and attract target markets.

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ESRI COMMUNITY TAPESTRY STUDY The Institute of Government branding team wanted to get to know Monroe. Finding out what people like to do, how they perceive the “personality” or culture of the community, and how they spend their free time are all factors that contribute to creating an authentic brand that represents the people who live in, work in, and visit Monroe.

SMALL TOWN SIMPLICITY

TRADITIONAL LIVING

MIDDLEBURG

What is ESRI? ESRI Tapestry segmentation provides an accurate, detailed description of America’s neighborhoods. US residential areas are divided into 67 distinct segments based <3ke^d<c<ec<3<2ca3dde2<^aKcc<2K<dk<3´TeESRIddke2ke3p^ke^c+added the segments into LifeMode and Urbanization Groups. ESRI Tapestry helps give insight into customers’ lifestyle choices, what they buy, and how they spend their free time. In addition, tapestry helps identify the best customers, optimal sites, and under-served markets (www.esri. com). The three ESRI Tapestry segments most prominent in Monroe are Middleburg, Traditional Living, and Small Town Simplicity. According to national data, these groups typically have the following characteristics:

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• • • • • • • •

Meda33c<2e…“fi‰¥¥¥˙Meda3ae…¤« Family-oriented consumers Traditional values Buys American-made Thrifty Tech-savvy Lives in semi-rural areas Young couples

• • • • • •

Meda33c<2e…¤fi‰¤¥¥˙Meda3ae…¤“ Newer homeowners; likely live in neighborhoods Short commuting times Cost-conscious consumers Active on social media Employment in manufacturing, retail, and health care • Enjoys outdoor activities • More likely to stay in their hometown • Meda33c<2e…¤fi‰¤¥¥˙Meda3ae…¤“ • Slightly older, settled married couple families, homeowners • Down-to-earth, semi-rural lifestyle • Price-conscious consumers • Community-oriented • Likely to have Internet access, but not tech-savvy • Vehicle maintenance is a priority • Half are renters; half own their homes THE MONROE BRAND LOOKBOOK

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Brand Personality The Institute of Government brand team also asked public input participants the following question: “If Monroe was a person, what would his or her personality be?”. The responses to this question gave great insight into how people view their community’s culture. The answers that appeared most often are listed below.

“Friendly, Fun, Laid-Back, Welcoming, Entrepreneurial, Charming, Like Dolly Parton, Down-to-Earth, and Eclectic.” THE MONROE BRAND LOOKBOOK

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COMPETITION ANALYSIS The Institute of Government team compared the brands of other cities in the region with Monroe’s, including Athens, Duluth, Lawrenceville, Loganville, Madison, and Watkinsville. The branding team focused its comparisons on these locations to see how the other places were positioning themselves in a regional market and who they are trying to attract.

THE CLASSIC CITY Mood: Edgy, arts and culture, football, party, and hipster Targets: Night-life, students, UGA stakeholders, out-of-town and game-day visitors, and weddings

CAPTURE THE SPIRIT OF GOOD LIVING

Mood: Family-friendly, historic, small town

Mood: Vibrant, fun, artistic, musical

Targets: Young families, shopping and dining customers, and metro Atlanta commuters

Targets: Getaways, weekenders, future residents, events, and weddings

WHERE PEOPLE MATTER

SMALL TOWN CHARM

ARTLAND OF GEORGIA

Mood: Community-oriented

Mood: Elegant, historical, charming, classic, and hospitable

Mood: Family-friendly, historic, small town, walkable, and quiet

Targets: Small business owners, families, events attendees, and Targets: Getaways, weekenders, people who like to have a good time future residents, events and weddings

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(NO TAGLINE FOUND)

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Targets: Young families, shopping and dining patrons, and daytime activity

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ASSET IDENTIFICATION When asked to name Monroe’s greatest assets, residents ranked “friendly people” as the top response. An awareness of Monroe’s existing assets helps build an authentic brand promise, <^akdk<^dca3Kee ckk<3de3kedKe3dk2e3M<3^<e´Tec<22p3kd dk^e3kda^ea+d<ca^acke^dkcdkakd<p+dbe+ked3M<3^<ed2a^(ek3e<^kd´ <++<3 Te e^ekek<Kaddekdde3ked… • Friendly people • Variety of dining options • Walkable downtown • Family-friendly downtown • Events

• Antiques • Community pride • Small-town charm • Arts community

Public input participants also said they love: • The courthouse square • Interesting shops • A growing nightlife • Having a clean city • Broadband & high-speed Internet • Historic buildings & homes • Compassionate, giving, & friendly people • Riding golf carts through town • Strong leadership • Outstanding public safety • Proximity to the airport • Monroe’s fascinating history • The school system • Entrepreneurial & creative spirit • Diverse housing options • A can-do attitude • Being welcoming to newcomers • Embracing new ideas • Increasing diversity • A collaborative culture • A strong faith-based community and churches

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BRAND DIFFERENTIATION Successful community brands build upon distinctive strengths that not every community has. The following were the top responses to the question, “What makes Monroe unique?” • Family-friendly activities and nightlife • Great combination of rural and in-town life • A<^dab+e<pd3a3d+a3d • Walkable downtown • Business-friendly city • Strong leadership and support • Location/proximity to other cities • Well-attended, successful events • Wedding industry

TARGET AUDIENCES While many community brands want to attract “everyone,” it d2<^ec<dka3dk2eeckek<<cpd^ed<p^ced<3ae (eapde3ced´<++<3 Te a^ekek<Kapd e e3cedkak public input participants felt the branding and marketing e<^kdd<p+d<cpd<3akk^ack3… • Young professionals, remote workers, and “boomerang kids” • Higher-paying industry jobs and careers • Families • Health care and related services • Retirees

Note: “More diversity” was a comment that was made frequently across all public input groups.

BRAND POSITION STATEMENT Before creating the “look” of the Monroe brand, the message had to be just right. The Institute of Government branding team worked closely with the Monroe Steering Committee to create a concise brand position statement that captures PHOTO: Interior, The Story Shop 124 N Broad Street, Downtown Monroe

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the essence and personality of the city. The brand position dkake2e3k d c^pca+ becapde k dkaked ak M<3^<e <e^d‰ <kdp3Lpe‰a3dakdk<^d2kKee ckk<3d´

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M o n r o e Brand position If you haven’t made your way to Monroe yet, you’re in for a pleasant surprise. And if you’re from Monroe (pronounced MON-roe, with the emphasis on “MON”), you’ve been holding back a little bit on letting the rest of the world in on Georgia’s best-kept secret. Located in the ideal ‘in-between’ for those who won’t settle for strictly rural or urban life, Monroe is a safe distance from Atlanta and a short drive to Athens. You might do a double-take in downtown, thinking you’re somewhere much more cosmopolitan, yet Monroe has managed to keep its small-town charm dedKke<e^32<de^3a2e3keda3dK+e3kk<d<´ Monroe has blossomed into a vibrant and diverse place while no one was watching—a place where they made antique shopping great again. Monroe date nights begin with delectable dining experiences and a growing nightlife scene, ending with ice cream and golf cart rides. Let your curiosity get the best of you—hunt for the Monroe turtles (they all have names), relax in hammock park, then turn a corner to discover more public art and pocket Ka^(dkake3c<p^aeK+ap+3ke^ack<3´EKeckk<3d%<<pd<<kk^ac jams at all events, including the summertime First Friday concerts, nostalgic antique car show, and the Christmas Parade that has been a favorite for almost 70 years. Monrovians possess a can-do attitude and a culture of creativity, savoring the arts and preserving its unique history. Whether you are new or have been here for a while, Monroe will pull you in one way or another, and you won’t want to leave.

Used as a living document that can change as needed, the brand position statement is a powerful tool to help guide future marketing efforts.

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IT’S ALL

yours

A Tagline Inspired by the People

“Monroe has everything going for it right now.” — Public input participant. Nice people. Beautiful downtown. Lots to do. Low taxes and affordable land (for now). Quaint homes. Cool history. Good food. Antique shopper’s heaven. Great schools. Leadership. Convenient location. Modern amenities. Vibrant arts scene. Nightlife and family-friendly atmosphere. Small-town charm. Inspired by the ownership that people feel for their community, It’s All Yours is a message of belonging and stewardship. Over the past 200 years, scores of Monrovians have brought their talents and their dreams to this city. Each of these individuals have contributed special gifts that have added up to the million little ways Monroe feels so special. This culture of ownership, or “making it theirs,” has been passed down over generations. And, as new people move to the city, they seem to continue the tradition of contribution.

It’s all yours Is inclusive. It’s inviting.

It’s All Yours passes the ownership of the Monroe experience back to the brand user: the inquiring home buyer, the out-of-town friend, the young family wanting a more wholesome lifestyle, the retiree who wants a sense of community in a vibrant place, the couple that wants the best of rural and in-town living, the artist, the entrepreneur, the antique enthusiast, the historic home renovator, the kid who says “wow” and discovers a love for reading in a downtown book store, and so many more. Monroe is all theirs. Whether it be the architects who designed so many of these beautiful historic homes and buildings, or those who were smart enough to realize the value in their preservation, visionaries and creative people still shape and mold this place. Monroe has a ton of talent, from musicians, to artists, to great leaders and creative problem solvers—each business brings its unique experiences, unlike the bland cookie-cutter shops found in other towns. Those who add their own special touch (like the planters downtown, or the public art) and cool stories, like the Poppy Lady and the Monroe Girls Corps, create a storied history here that is all yours. The tagline It’s All Yours speaks to both locals and newcomers who may be rediscovering Monroe or experiencing it for the first time. It’s All Yours is inclusive. It’s inviting. With diversity and inclusion being a point of focus for the city, the It’s All Yours message could serve as an additional avenue to engage new groups. The steering committee selected the official tagline, It’s All Yours, from a list of options inspired by public input.

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PHASE II

DESIGN CREATING A VISUAL IDENTITY What Is Visual Identity? A community’s visual identity includes logos, fonts, colors, images, graphics, patterns, and more. These visual elements work together to evoke certain emotions and convey symbolic meanings that cannot be imparted through words alone. Phase II involved the following steps: • • • • • •

Photography Collection Color Palette Typography Logo Design Brand Elements Monroe Brand Style Guide

The Institute of Government branding team presented various logo design options and styles to the Monroe Brand Steering Committee to narrow down the possibilities. After dee^a+^<p3dd<edk3a3d^e3e2e3k‰kedkee^3c<22kkeeaKK^<edke3a+ed logo in September 2021. The design package includes Monroe logos, design elements, fonts, and approved color options. Please contact the City of Monroe for more information about brand usage.

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Brand Colors

Color plays an essential role in brand recognition and in making the Monroe logo stand out. Therefore, primary colors should be displayed most prominently on branded materials. PRIMARY COLORS Monroe Maroon

e o r n o M

n o o r a M

ANTP ONE‹«§¤C R142 G42 B42 C§›Mfi¤Y›“K§› #8E2A2A

y p p o P Red

Poppy Red PANTONE 1788 C R§'¤G¤fiB“¤ C¥Mfi«Y›¤K¥ YF¤§‹¤“ SECONDARY COLORS These supporting colors should be used sparingly as accents when other color options are needed.

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Vintag Red

L ight Teal

Monroe Vintage Red

Monroe Light Teal

PANTONE 1788 C R§'¤G¤fiB“¤ C¥Mfi«Y›¤K¥ YF¤§‹¤“

PANTONE 629 U Rƒ¤«G§¥«B§§ƒ C44 M2 Y11 K0 #88CEDD

m Mediu Teal

Dark Teal

Monroe Medium Teal

Monroe Dark Teal

ANTP ONE¤ƒ§“U R0 G169 B197 C›¤MfiY§¥K¥ #00A9C5

ANTP ONE¤¥§“U R52 G97 B122 C›'M““Y¤«Kƒ' Y¤'«ƒ‹A

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Monroe Logo Design FORMER MONROE LOGOS The Monroe Brand Steering Committee agreed that the former logos did not provide a c<3ddke3kb^a3d+<<(´I3dkead‰ke+<<(ed+(eke^eK^ede3kede^e3kK+aced´S3ceke^e are many cities and counties named after Founding Father and US President James Monroe, it is important for the branding to stand out and keep a consistent design style so that viewers recognize the Monroe, Georgia brand.

Former City of Monroe Logo

Former Downtown Monroe Logo

NEW MONROE LOGOS The logos shown below are the newly designed logos for the City of Monroe and Downtown Monroe. Intentionally designed to look similar, but not the same, these logos pair well together. The following pages will showcase the many design variations that allow for creative brand application.

New City of Monroe Logo

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New Downtown Monroe Logo

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l o g o anatomy

Signature logo “bottle cap” shape, inspired by the vintage bottle caps found in Monroe’s antique shops

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Clear Space

Minimum Size

The area around the logo, as indicated by the red line, is clear space. This margin of negative space helps ensure that no other elements visually interfere with the logo and helps it stand out.

The standard logo should be no smaller than 0.4 inches to maintain its legibility.

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col or variations Filled Option:

U3++edO[k<3…

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Appropriate use Guide Sizing, Scaling, and Color Use

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CORRECT!

INCORRECT Disproportional Scaling

INCORRECT Disproportional Scaling

INCORRECT Wrong Color Usage

INCORRECT Wrong Color Usage

INCORRECT Logo Cut Off

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Appropriate Use S ca l i n g The logo should always be scaled and sized proportionally. DO NOT attempt to stretch, expand, nudge, squeeze, or misshape the logo. Incorrect scaling negatively impacts the integrity of the brand. HOW TO PROPORTIONALLY SCALE YOUR LOGO: Hold down the shift key while dragging the bottom right corner inward or outward.

C ol o rs Approved colors are outlined on page 19 Using colors other than the approved palette is prohibited.

D e ri vat i v e s Addekd<pk+3ed3kdd<cp2e3ke^ee+<Ke d ddKecca++<^keM<3^<e b^a3d´De^akeda3d2<dcak<3d<ke+<<a3d<ke^addekda^eK^<bked´

Ov e r al l G u i d eline s For all uses of the Monroe brand assets, you may not: • Alter the logo in any way • Place a logo too close in proximity to other content • Use the logo in a way that suggests any type of association or partnership with another entity without approval • Use the logo in a way that is harmful, obscene, or damaging • Use the logo in places containing content associated with hate speech, pornography, gambling, or illegal activities

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D owntown Monroe L o g o Not Corporate. Not Governmental. Not Formal. The Monroe brand is intended to be an inclusive lifestyle brand intended for everyonelocal residents, daytime commuters, tourists, college students, children, grandparents, the visiting team, road trippers, day trippers, dog lovers, antique shoppers, small town fanatics and more.

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col or variations

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Mo n roe br a nd Grap h i cs fa mily

“M” ICONS Filled and Unfilled Options

More than a Logo To make it easier to create eye-catching promotional materials and attractive merchandise, the branding team went beyond the City of Monroe and Downtown Monroe logos. The Monroe Brand Graphics Family, shown right, includes a variety of graphics and c<3dcca3beaKK+ed3de^e3k situations and settings. “M” Icon: This icon is used when bold simplicity is needed, such as social media icons. Tagline Logo: Sometimes the tagline, It’s All Yours steals the show. This logo <Kk<3p3edkecka3dd<3k<3 logos and can be used on a variety of applications, such as stationery, signage, merchandise, and more. “M” Downtown Logo: This Downtown M<3^<e+<<a^ak<3<e^da2<^e vertical format when needed. Monroe Signature Pattern: Capturing a sense of place and the hometown atmosphere, this signature pattern combines graphics with friendly sayings like “hey y’all.” Patterns can be used on websites and print materials, as backgrounds, wrapping paper, and stamps. The possibilities are endless! Antique Texture: Textures add visual interest to layouts and help evoke certain feelings about a brand. This texture, inspired by the woodgrain from the antique furniture found in Monroe, is used to give the Monroe brand another layer of visual interest and personality.

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*

All graphics are available in the full Monroe Brand Color Palette (see page 19).

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TAGLINE LOGO

MONROE SIGNATURE PATTERN

ANTIQUE TEXTURE

“M” DOWNTOWN LOGO

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TY P O G R APHY

Milkstore 03

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Photographic Guidelines Photography plays a crucial role in communicating the Monroe brand message. After all, a picture is worth a thousand words! Whether used in PowerPoint presentations, on a website or social media posts, photos should be selected carefully to communicate the It’s All Yours message and the story of Monroe’s brand. • Tip: Use high-resolution photos that are over 150 dpi. • Tip: Use photos with people, rather than just landscape and architectural shots, to make Monroe appear vibrant and active. • K… T Se+eckK<k<dkak^eTecke^dk d d<kak<p^ brand images represent everyone in your community. • Tip: Hire a professional photographer if you can!

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PHOTO: Interior, The Armory Book Store 118 N Broad Street, Downtown Monroe

PHOTO: The Grinch in the Pocket Park, Downtown Monroe

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PHOTO…I3ke^<^‰C<eeCa2[e^C<´‰ 101 N Broad Street, Downtown Monroe

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Meet me in Monroe

A Marketing Campaign for Downtown Meet Me in Monroe could showcase places in Downtown Monroe where people get together, from restaurants and shops to hotels and events. Similar to the title of the novel Meet Me in Manhattan by Claudia Carroll—a “sparkling feel-good romantic comedy to whisk you aa ^<2 k a++M<3^<e <e^d a ^<2a3kc‰ <pk < ke <^d3a^ Lpa+k´ Td beapkp+‰ vibrant small city is full of charm and things to do—visitors feel like they’re on a movie set (and sometimes, they actually are). Meet Me in Monroe is personal, direct, and inviting. Using alliteration also makes this phrase memorable. This inclusive phrase welcomes everyone to experience this wonderful place. There is an implied “friend,” asking the brand user to meet them. The tone is friendly and optimistic, much like the residents of Monroe. Meet Me in Monroe also implies that there is something to do and something worth meeting for. Downtown Monroe could position itself to be the place to meet up in Walton County a3ddp^^<p3d3a^ead<^2e2<^ab+eKee ^e3ced‰<e^3ac<3e3e3k‰ead+acceddb+e K+acek<<kakdceaKe^ka3k+a3ka A a3dk<pka++<kek^ac´M<3^<eda<3d^p+ e alternative with friendly and welcoming people because Monroe hasn’t left its small-town charm behind while experiencing growth and progress. This is a brand promise Monroe can keep because it has such unique shopping and dining options as well as a creative, personal touch. This is evident in places like the Story Shop (which no kid could forget), getting ice cream at Scoops, or searching for one-of-a-kind —a3d a<^dab+e¿ a3kLpe 3dd´ Td b^a3d K^<2de d a+d< de3k 3 k^adk<3d +(e ke Christmas parade, which adds new visitors to the generations-long list of people who look forward to and attend this event each year. The simple hashtag #meetmeinmonroe could be used to promote the city and downtown in social media.

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PHASE IiI

Applying The Monroe brand Branding is all about keeping a promise about who you are to the people who experience your community. Brand application is simply the consistent physical representation of the brand on a variety of products and media. This section illustrates some ways in which Monroe can apply the It’s All Yours brand.

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Shopping & Merchandise

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Experience the brand downtown.

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AREL… P Ck<M<3^<ekd^kkd<+d2a^<<3+<<´

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PHOTO: Interior, Blue Rooster Bakery, 136 N Broad Street, Downtown Monroe

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n

Promoting Events 42

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monroe online

monroe on paper

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Streetscapes & Signage

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Th

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BRAND RECOMMENDATIONS Identify a Brand Manager Identify a branding point person (or organization) for the Monroe brand. This person will serve as the gatekeeper for the brand, answer branding questions, and keep track of digital branding +ed´N<ke…TeCk<M<3^<e++de^eadkeb^a3d2a3ae^´ Internal Branding Database C<3dde^c^eak3a33ke^3a+<+de^<^dakabadeka++b^a3d3^e+aked2ake^a+da3d+ed‰ 3c+pd3K<k<^aK‰+<<+ed‰de<d‰a3d2edda3a3dc<3ke3k´Teb^a3d2a3ae^ should keep the database up to date and accessible to users. Branding Budget and Launch Calendar Launching a brand will cost some money, so necessary funds should be allocated to establish and continually promote the brand. Next, plot out each launch deliverable on a launch calendar, identifying the goals the community wants to achieve in the next year. Consistency Is Key The key to a successful brand is consistency. Monroe and community partners must be on the same page in using and promoting the brand. With the help of the provided Monroe Style Guide (see page 21), anyone who wants to use the brand should have the tools necessary to display the brand identity correctly.

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The primary logo should be displayed with the tagline It’s All Yours whenever possible. Logo variations have been provided in case other formats and color options are needed. Brand Launch Event C<22p3ked<ke3c<<dek<(c(<ke+ap3c<a3eb^a3db holding an event to build awareness and get the community excited. Plan the launch event for a special time when the new Monroe brand can be revealed to the public. The key is to spread the word about the new brand and make it fun. Often, “swag” or promotional materials are handed out. Providing food and music is also recommended to attract a big crowd. Over-communicate with Your Audiences EdKeca++ak^dk‰keb^a3dd3ea3dp3a2+a^´Te2<^eke City of Monroe and Downtown Monroe can communicate with target markets using the new brand, the better. People have to see a new brand over and over for it to “stick.” Monroe Brand Champions Brand champions (or those who will promote and support the brand) d<p+dbede3ked´Tede3ddpa+d++bec^pca+k<kedpcceddp+ roll-out of the new brand. Rebranding Monroe’s Online Presence One of the easiest and cheapest places to rebrand is online. While other applications, such as signage and stationery, will take more time and funding, changing websites, social media accounts, and digital d3aek<^eTeckke3eb^a3dca3bed<3ea+2<dk22edake+´ • S<ca+2edaKaeda3debdkedd<p+dbe^ededk<^eTeck the new brand and announce key dates for brand launch events. Building anticipation for a brand reveal (and even a little bit of mystery) is essential to get people excited and wanting to participate. • Hashtags can be used on Facebook, Instagram, and Twitter to help promote the new brand. For example, the hashtags #itsallyours could be used for the City of Monroe and #meetmeinmonroe could be used for Downtown Monroe. • S<ca+2edad<3+eckekdpded´C^eakeadcedp+e<^ social media posts and assign a person responsible for keeping up with social media accounts. Make sure to keep content current and post regularly. • Keep it consistent. If one social media account is updated, all the

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others used to promote Monroe and Downtown Monroe should also be updated. • Search engine optimization (SEO) is a tool to improve where a web page appears in search results. When someone searches the Internet for Monroe or Downtown M<3^<e‰kdbekke^ke<ca+ebdkedaKKea^k<a^dkek<K<dea^c^edp+kd becapdeKe<K+ea^e2<^e+(e+k<c+c(<3<3+ke^dk+3(d´ e Te^ea^e2a3SEO components, including title tags, keywords, image tags, internal link structures, inbound links, and more. Rebranding Signage Consistent signage design is one of the most visible indicators that a community has a consistent brand because signs are everywhere! Although changing out signage will take some time and money, it is vital to have consistency throughout the city and downtown. This section describes some types of signs that should be considered when rebranding. Gateway signs are road signs that border your community or downtown district and introduce and welcome visitors. They are typically placed at the city or downtown limits and a^e3+<cak<3dkak<e^a+eddka3ded^ab+e^dk2K^edd<3<kec<22p3k´Gakea d3da^ekedk<^d^dk2K^edd<3<kec<22p3k‰d<ked<p+dddK+akeM<3^<e<^ Downtown Monroe logos. Roadside billboards have been around for over a century for a good reason—they work! If ded3edecke+‰b++b<a^dda^ea^e+ake+ceaKa3dece3kak<^eack<pda3dd <d^e^d´He^ea^eekKd<^c^eak3a3eckeb++b<a^dk<K^<2<ke<p^c<22p3k… • Make it memorable: Tell your story simply and compellingly through images and messaging. Humor is always memorable! • KeeKkd<^ka3ddeek…Teae^aed^e^ad<3+edec<3ddk<<p^ e billboard, so keep text at a minimum. • Be bold: Images and fonts should be clearly displayed and large so that drivers can see them. • Be colorful: Use bright colors to grab drivers’ attention. • Location, location, location! Be strategic where you put your billboard, giving drivers enough time to consider your message or informing them of what is ahead. O3cedk<^dekk<M<3^<e‰ke3eedk<(3<e^ek<<´B^a3da3d ed 3d3ae can help lead visitors to local attractions, public restrooms, shops, and restaurants. They ca3e3be3dka++ed3ddeKpb+cbp+d3dk<e+KKe<K+e3dke^a´Wa3d3d3d should be large enough for drivers to see going down the road and still be at a small enough scale to be useful for pedestrians on the sidewalk. Incorporating the community logo, color Ka+ekke‰a3d<3kd3k<a3d3d3dca3e+K(eeKkeb^a3dc<3ddke3k3kdKdca+ environment. Location is key for these signs, and they should be placed in easily visible and accessible areas. They should also be well lit at night. Organizations and public institutions in Monroe may also want to change their physical signage k< ^eTeck ke 3eb^a3d‰ edKeca++ ke e3ae 3 a3K^<2<k<3 < ke ck <^ d<3k<3

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adKa^k<ke^^ep+a^bpd3edd´<++<3 Te 2abe3ek^<2ca33<pk<+dd3aead funding becomes available: • City Hall building signs • Downtown Development Authority • City vehicles • Monroe water tower Creative signage adds personality to communities. The following are a few ideas for how to incorporate the Monroe brand creatively. • Murals are a great way to add character to a community, provide directions, or even <e^ap3LpeK<k<<KK<^kp3kkakKe<K+eca3ka<3d<ca+2eda´W kke recent trend of going back to hand-painted signs in downtowns, murals have become extremely popular. Commissioning local artists, if possible, is always a plus and contributes to the overall community ownership of the brand. • Sidewalk signage can include markings on the sidewalk (either permanently painted or temporary, such as chalk or semi-permanent paint) or even simple sandwich boardstyle signs. • LkK<+eba33e^da^eac<dkeeckea3ddk^ak<^a^dak<K^<2<kekeb^a3d‰ especially for events, festivals, and seasonal themes. Rebranding Printed and Embroidered Materials M<3^<eK^<2<k<3a+2ake^a+d‰dpcadK^3kedb^<cp^ed‰2aKd‰Te^d‰a3d+<ca+2aa3ed‰ will also need to be updated with the new brand. This process takes time, so update when budgets allow or when supplies run out. Other items that may be phased out and rebranded are city letterhead, stationery, business cards, uniforms, and even vehicle decals. Merchandise People enjoy purchasing items from the places they have traveled and lived, especially if keke++adk<^ab<pkkakKee ^e3ce´C<<d32e^ca3ddekak^eTeckdaK+acedcp+kp^e a3dca^acke^d2K<^ka3k‰e+K3k<de^e3kake<3ededk3ak<3^<2a3<ke^´B^a3ded merchandise is also a great way to get the new Monroe brand out there for the world to see! Selling it or giving it away at local events and festivals is a sure way to get people excited. Weaving the It’s All Yours Theme throughout Your Marketing It’s All Yoursca3be3c<^K<^aked3k<2a^(ek3e<^kd32a3ad´e3<^c3 R kd theme through images and text will strengthen the Monroe brand.

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Monroe

Brand Use Approval For m APPROVAL FORM FOR THE USE OF CITY OF MONROE AND DOWNTOWN MONROE LOGOS

Organization: Date: Name: Title: Phone Number:

E-mail:

Purpose of logo usage:

Logo(s) requested: Are you requesting the Monroe logo(s) for non-profit use?

Yes

No

Are you requesting the Monroe logo(s) for retail or for-profit use?

Yes

No

Comments:

Note: All requests will be submitted to the City of Monroe for review. Please send completed form and proposed artwork, design, or example of intended use to (email). FOR INTERNAL USE ONLY: Date: Approved Approved with changes Rejected Comments:

Reviewer’s Signature: ONCETHEREQUESTISSUBMITTEDWEWILLNOTIFYYOUVIAEMAIL´

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Terms and Conditions For questions about the Monroe brand graphics or visual identity, or to request a Brand Use Approval Form, please contact: Sadie Krawczyk Economic Development Director City of Monroe P<3e…—‹¥«§««“¤¤ƒ E-mail: skrawczyk@monroega.gov Typefaces are licensed to the City of Monroe and the Carl Vinson Institute of Government. For all permitted uses of the Monroe brand, users may not alter the logos in any way; place a logo so close in proximity to other content that it is indistinguishable; use the logos in a way that is harmful, obscene, or damaging to the Monroe brand; or use the logos in places containing content associated with hate speech, pornography, gambling, or illegal activities.

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If you haven’t made your way to Monroe yet, you’re in for a pleasant surprise. Monroe has blossomed into a vibrant and diverse place while no one was watching—a place where they made antique shopping great again. Monroe date nights begin with delectable dining experiences and a growing nightlife scene, ending with ice cream and golf cart rides. Let your curiosity get the best of you—hunt for the Monroe turtles (they all have names), relax in hammock park, then turn a corner to discover more public art and pocket parks that encourage playful interaction. Expect to find joyous foot-traffic jams at all events, including the summertime First Friday concerts, nostalgic antique car show, and the Christmas Parade that has been a favorite for almost 70 years. Monrovians possess a can-do attitude and a culture of creativity, savoring the arts and preserving its unique history. Whether you are new or have been here for a while, Monroe will pull you in one way or another, and you won’t want to leave.

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