TBD Graphic Standards Book

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Brand & Graphic Standards Manual Within these pages are the Brand and Graphic Standards for all printed and Web-related materials.

Effective August 2014

Introduction - Tampa Bay Downs Brand Branding is the art of creating a consistent, recognizable and unified “voice” or “personality” that conveys an organization’s uniqueness, focus and values. The Tampa Bay Downs name and logo are among the most important and valuable assets the organization has.

Key audiences have the opportunity to see our message every day – through communications with employees, looking at www.tampabaydowns.com, reading Tampa Bay Downs’s print materials or electronic transmissions. Our brand/logo help create a unique identity for Tampa Bay Downs in the minds of various stakeholders. The brand is the most efficient means of communicating Tampa Bay Downs’s organizational values to all audiences.

The Tampa Bay Downs name and logo are on business cards and stationery, periodicals and training materials, many of our vehicles, buildings, etc. The logo and its colors and typeface are symbols of Tampa Bay Downs and its global mission and activities. Therefore, it is imperative that we preserve both the strength and integrity of the Tampa Bay Downs name and logo by using them correctly.

The Tampa Bay Downs Brand and Graphic Standards Manual contains specific guidelines relating to the representation and usage of the Tampa Bay Downs name and brand identity. These specifications are to be used

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wherever and whenever the Tampa Bay Downs name and identity are utilized by the organization, its partners and donors.

The guidelines in this Manual are intended to promote Tampa Bay Downs’s identity around the world. By following these specifications, our staff, partners and donors will help maximize awareness through uniform usage of the Tampa Bay Downs name, logo and overall identity.

Please refer to this Manual and follow its guidelines whenever and however you reference Tampa Bay Downs.

The guidelines are mandatory for any/all uses in all mediums.

If you have questions, comments or concerns related to the use and/or positioning of our organizational name, logo or elements of its identity, please contact Tampa Bay Downs’s marketing and publicity department.

Introduction to TBD Brand and Graphic Standards Manual It is vital that all staff, partners and donors use the Tampa Bay Downs name, logo and branding properly and consistently. Uniformity in presentation will maximize the awareness of our name while protecting our logo rights.

The guidelines in this manual are intended to help us maintain the Tampa Bay Downs identity throughout the world for all of the services we offer. Refer to these guidelines whenever using any element of the Tampa Bay Downs name, logo or brand.

PMS #3425 Green

PMS #3425 Green 30% screen

PMS #3425 Green

PMS Black

PMS Black

PMS #485 Red Thanks for not embellishing on the logo with shadows, patterns, intricate backgrounds

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Proper Use of the Tampa Bay Downs Brand Every application of the Tampa Bay Downs brand identity should strengthen and reinforce the organization’s positive image.

Development of the identity should be done with care and with the highest quality standards possible.

The brand identity in all its forms is the exclusive property of Tampa Bay Downs.

RACING

4-Color Process Presentation w/30% Screen of Horse Using PMS Colors

RACING

POKER

GOLF

Two Color Process Presentation w/Solid Horse Using PMS Colors 4 | Live It Up At The Downs!

POKER

GOLF

4-Color Process Presentation w/Solid Horse Using PMS Colors

RACING

POKER

GOLF

Two Color Process Presentation w/Solid Horse Using PMS Colors

Thanks for not embellishing on the logo with shadows, patterns, intricate backgrounds

RACING

POKER

GOLF

One Color Process Presentation w/30% Screen of Horse Using PMS Colors

RACING

POKER

GOLF

One Color Process Presentation w/Solid Horse Using PMS Colors

RACING

GOLF

One Color Process Presentation w/30% Screen of Horse Using PMS Black

RACING

POKER

GOLF

One Color Process Presentation w/Solid Horse Using PMS Black

RACING

One Color White Presentation on black background

POKER

POKER

GOLF

One Color Process Presentation w/Solid Horse on color background

Thanks for not embellishing on the logo with shadows, patterns, intricate backgrounds

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Elements of the Tampa Bay Downs Brand

Tampa Bay Text - Bernard MT Condensed - 21% Arch effect

Downs Text - Gabo Drive Fonts with a 5% Bulge effect

Horse/Rider Graphic - Punched out text

Horse/Rider Graphic - No text overlay

Oval Graphic - Punched out for horse graphic

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Racing | Poker | Golf Text - Franklin Gothic Medium 10% Horizontal Scale

Thanks for not embellishing on the logo with shadows, patterns, intricate backgrounds

Proper Use of the Tampa Bay Downs Brand The following are the only colors which may be used for the Tampa Bay Downs logo/brandmark. No other colors may be used or substituted for the Tampa Bay Downs logo/brandmark.

Pantone 3425 or CMYK #006140

Pantone 485 or CMYK #E12626

Pantone 485 or CMYK #E12626

CMYK Black #000000

CMYK or Pantone Process Black 30% Screen

Pantone Process Black

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Clear Space Requirements The Tampa Bay Downs logo must stand out in all uses.

Maintain clear space on all sides of the Tampa Bay Downs logo.

A clear space of 1/4 x is required on all sides of the Tampa Bay Downs logo, in relation to the piece.

X represents the height of the logo.

More than 1/4 x inch clear space is also accepted.

Logo usage without tagline

¼x

¼x

x

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¼x

Logo usage with tagline

Alternate Tagline Usage The “Live it up at the Downs!” tagline can be used in conjunction with the original logo art or as a stand alone piece of art.

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One line version Font: You Are Loved

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Stacked version

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Stacked version on a 7° angle

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You Bet. They Run. One line version Font: Gabo Drive

You Bet. They Run. Stacked version

Alternate stacked version (envelope) on a 7° angle Thanks for not embellishing on the logo with shadows, patterns, intricate backgrounds

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Applying The Brand Standards: Business Communications Consistency in our communications materials also helps strengthen the TBD Brand, presenting a united image and improving effectiveness as TBD messages are more instantly recognized by numerous stakeholders and staff.

This segment of the Brand and Graphic Standards Manual offers information on how graphic consistency and communication are applied to letterhead, business cards, envelopes, labels, emails, fax cover sheets and other communication materials of the organization. Please review this section when creating or referencing any communications materials.

Tagline background font is You Are Loved 91.88pt placed on a 7° angle, screened 4.5%

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Top of logo is placed 1/2 inch from top edge of paper

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11225 Race Track Road | Tampa, FL 33626 | (813)-855-4401 | tampabaydowns.com

TBD Stationery

The letterhead is printed on standard 8½ x 11

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Address font is Utopia Regular Std, 10pt condensed 88%

Bottom of address line is 1/2 each from the bottom edge of the paper.

TBD Business Cards To maintain an organized, uncluttered look, production of TBD business cards must adhere to the following strict guidelines: All business cards must be 2” (88.9 mm) wide and 3-1/2” (50.8 mm) deep (on a vertical format).

Front of card

Back of card

2”

2”

Logo - no tagline

Name - Utopia Reg Std Initial Caps - centered 14.5/17.4 cond 88% printed in PMS 3425 Green

Title - Utopia Reg Std Italic Initial Caps - centered 11/11 cond 88% printed in PMS Black

Contact Info - Utopia Reg Std Italic - Initial Caps - centered - 9/13 cond 83% printed in PMS Black

Background - Stacked logo w/tagline at 57.135 pt. cond 88% - printed in PMS 3425 Green (4.5%) on a 7° angle

Logo - no tagline

Live it e h t t a p u Downs!

Margo Flynn

Vice President Marketing and Publicity

P.O. Box 2007, Oldsmar, FL 34677 11225 Race Track Road, Tampa, FL 33626

p: 813-855-4401 ext.1368 • f: 813-261-1821 mjflynn@tampabaydowns.com tampabaydowns.com

3.5”

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Stacked logo w/tagline at 57.135 pt. cond 88% printed in PMS 3425 Green (100%) on a 7° angle

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TBD Business Envelopes Like the other elements and materials in this manual, business envelopes must be developed according to TBD Specifications Logo - no tagline

#10 Envelope use for 8½ x 11 letterhead 9½

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Address font is Utopia Regular Std, 6/6 pt condensed 88%, prints PMS Black

Alternate stacked tagline (envelope) at 87.231pt./73.915 pt. cond 88% - printed in PMS 3425 Green (4.5%) on a 7° angle

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