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Town of Maiden | Brand Book w w w. m a i d e n n c . c o m

Table of Contents

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Brand Archetype

Brand Story

Logo & Approved Usage

Brand Colors

Typography

Branded Examples

About | The Brand Book

Branding is more than a logo or a tagline – it’s based on perception. It’s the communication of values, characteristics, and unique attributes of your community - it’s a complete story. The brand book holds all of the chapters to that story. It’s a living document that will evolve over time as the brand matures. At its core, the book identifies the Town of Maiden’s key attributes, brand story and creative identity marks. The brand book sets distinct guidelines for maintaining the Town of Maiden’s brand identity throughout various aspects of the community and should be used as such.

Brand Archetype | The Everyman Archetypes are familiar characters that fictitiously represent a brand. They help define the brand and breath life into it. Each archetype has its own set of characteristics, values, attitudes and behaviors.

The Everyman archetype comforts others by virtue of their authenticity, honesty, and hardworking nature. This archetype pursues connection and a sense of belonging. They are friendly, genuine, easy-going and positive. Everyman brands aspire to create an authentic community and communicate a message that “all are welcome here”. Maiden’s tone of voice is friendly and welcoming. In a town where everyone knows everyone, residents are ready to welcome newcomers with open arms. Maiden is not pretentious or extravagant. Residents of Maiden understand the importance of family values and working hard.

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Brand Attributes Brand attributes are similar characterstics to what a person can have. These are fundamental characteristics identified by the Town of Maiden residents, business owners and visitors that they see as an inherent part of the Town of Maiden brand. These attributes help define message tone, style and more.

Friendly Welcoming Charming Relaxed Competitive / Prideful Innovative Resilient Resourceful

Brand Story The brand story highlights Maiden’s target audience and key differentiators in a short marketing narrative that can be used on the website, in advertisements and more.

It’s not often you find a small town that honors both peace and possibility. But then again, it’s not often you find a town like Maiden. Forged with an entrepreneurial spirit and unwavering belief in community fellowship, Maiden thrives by mixing the peace and charm of the mountains with the promise of progress found in nearby big cities. Enjoying downtown, visiting a local park or sporting event and raising a family comes easy to the residents of Maiden. But beneath the small-town charm, Maiden prides itself on innovation, defining what’s possible and competing to be the best of the best. It’s this attitude of hard work and determination that has allowed its residents to thrive for over a hundred years.

Maiden, NC; living made easy.

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Brand Pillars [ strengths + key differentiators ] Fellowship – Maiden is a tight-knit community where some joke:

“if you weren’t born here, you aren’t from here.” Yet, Maiden is always welcoming to new faces. Maiden highly values fun and good fellowship as the cornerstone of the community, which is best seen in its local events and park spaces.

Entrepreneurship – Maiden was built by entrepreneurs. The

town’s pioneers had the courage to settle on the outskirts of Charlotte and bet on themselves in order to succeed. Through countless economic downturns, Maiden has prospered because of their resilient nature and ability to continually reinvent themselves. The spirit of entrepreneurship is alive and well today in its thriving downtown economic center. Maiden invests in technology and incentives to support the advancement of its business community while maintaining its small-town appeal.

Sportmanship – Known as the “biggest little football town,”

Maiden’s football programs gained notoriety, but its reputation for sportsmanship has since expanded. Maiden is considered a regional leader in nearly all youth sports programs. The Maiden community is proud of its athletes and you’ll often find them gathering at whatever game is taking place on a Friday night to support the local teams. Sportsmanship also represents Maiden’s behavior and commitment to fair play, ethical behavior and integrity and general goodwill toward others.

Maiden Tagline and Logo Tagline - Taglines are brief sentences or phrases that encapsulate the overall narrative of a brand. Generally, taglines make up about 5% of a brand's identity and are used to quickly communicate the values, perceptions and benefits of a brand. The tagline, "Living Made Easy", celebrates the relaxed nature and high quality of life in Maiden. This tagline may be used to promote other qualities or programs throughout the town such as "Learning Made Easy", "Business Made Easy", etc.

Primary Logo

Primary Logo - The Maiden logo uses a font drawn specifically for the town and is meant to represent the three pillars that Maiden was founded on; fellowship, entrepreneurship and sportsmanship. This logo may be used with or without the tagline. This logo should be used for marketing and promotional materials, such as swag, ad campaigns, and posters. This logo may also be used for official city business materials such as letterhead, business cards, and presentations.

Primary Logo (no tagline)

Secondary Logo - The “M” icon is a shortened version of the primary logo. The icon should only be used in navy or white, with the background in white or navy, respectively.. This logo can be used when logo is needed on items smaller than 2.5” (ie: social media icons, website square icons). It can also be used on promotional materials if the full logo will be printed smaller than 2.5”. This icon may be used with or without established date.

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Secondary Logo

Logo Guidelines Spacing - The safe area around the logo should be at least 1/4 inch. No other object should be placed within the safe area around the logo.

.25"

The logo should not be distorted, stretched, rotated, or flipped in any way. The logo should not be displayed in any unofficial colors or any combination of colors outside of the official logo colors.

.25"

Minimum Size - The logo may not be used smaller than a 1/2 an inch in order to retain readability. .5"

Color - In cases where the logo will be printed on a dark color, the all-white version of the logo should be used.

Brand Colors

Varsity Navy

Steel

100%

PRIMARY COLORS

50%

90%

50%

90%

The primary colors used in the Maiden logo are Varsity Navy, Steel and Squash.

60%

80%

60%

80%

70%

SECONDARY COLORS Aside from the primary logo colors, secondary colors are used to create supporting promotional materials like event logos, staff apparel and more.

70%

Squash

Friendly Yellow

Splash

100%

50%

90%

50%

90%

50%

90%

60%

80%

60%

80%

60%

80%

70%

Maidencane

Brick

100%

50%

90%

50%

90%

60%

80%

60%

80%

70%

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70%

Varsity Navy

Steel

Squash

PANTONE 302 C RGB 0 60 91 HEX/HTML 003C5A CMYK 100 74 39 32

PANTONE 5425 C RGB 123 152 171 HEX/HTML 7A97AB CMYK 55 32 24 0

PANTONE 7550 C RGB 208 146 42 HEX/HTML D09129 CMYK 17 45 100 1

Splash

Friendly Yellow

PANTONE 5483 C RGB 66 129 135 HEX/HTML 428187 CMYK 76 35 42 7

PANTONE 129 C RGB 235 211 75 HEX/HTML EBD34B CMYK 9 11 84 0

Maidencane

Brick

PANTONE 5753 C RGB 89 107 57 HEX/HTML 596B39 CMYK 64 39 90 26

PANTONE 202 C RGB 138 39 37 HEX/HTML 8A2725 CMYK 29 94 89 30

LATO ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

CALISTOGA ABCDEFGHIKLMNOPQRSTUVWXYZ 01234567890!@$%

Damion ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%

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Typography Fonts are used to visually reinforce the brand story in all official marketing and communications from the Town of Maiden. The clear, legible and easily accessible font, Lato, should be used in all body (Lato Regular) and headings (Lato Black). The body fonts are clear, clean design that allow for legibility at almost any size and its wide range of styles give it the stamina to thrive in bodies of text as well as in display settings. Calistoga and Damion are design fonts that should only be used in limited design elements, which includes emphasis text found in a creative setting (e.g. website, prospectus, marketing materials)

Title 22 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#™®

Headline ABCDEFGHIJKLMNOPQRSTUVWXYZ 16 pt abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®

Subtitle 11 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®

Contents 9 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®

Promotional Branding | Examples

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Branded Apparel | Examples

Business Collateral | Examples

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Design Resource w w w . h a v e n c r e a t i v e a g e n c y. c o m h e l l o @ h a v e n c r e a t i v e a g e n c y. c o m 8 1 6 3 K E N S I N G TO N D R . S U I T E C PMB #418 Wa x h a w, N C 2 8 1 7 3 704.885.1857