Santa Fe, The City Different - Brand Book (Digital Edition v1)

SANTA FE

THE CITY DIFFERENT

INTRODUCTION This document contains all the information you need to create assets or marketing materials for the TOURISM Santa Fe brand. By following the guidelines provided, we can ensure that all work created by all teams looks, feels, and sounds consistent. In doing so, we will build a stronger tourism brand that will stand out in the marketplace, grow and strengthen over time, help us achieve our short-term and long-term goals, and most importantly, always remain true to the city of Santa Fe itself.

PART ONE

PART TWO

02

03

11

12

13

BRAND INTRODUCTION

BRAND PLATFORM

CAMPAIGN OVERVIEW

MANIFESTO

PHOTOGRAPHY & VIDEO GUIDELINES

04

05

14

15

15

BRAND BELIEFS & TRAITS

MESSAGING

COPY GUIDELINES

TAGLINE STANDARDS

LOGO STANDARDS

06

08

16

17

18

AUDIENCE LEISURE TRAVELERS

AUDIENCE MEETINGS & GROUPS

CAMPAIGN COLOR PALETTE

TYPOGRAPHY STANDARDS

BRAND COLOR PALETTE

PART ONE

THE SANTA FE BRAND

THE CITY DIFFERENT In the early 1900s “The City Beautiful” movement was sweeping the nation.

Cities everywhere were redesigning their buildings and beautifying their architecture in order to draw new residents and tourists alike. But while all this was happening, the local leaders in Santa Fe were passing laws to protect their historic adobe architecture and preserve their multicultural landscape.

So instead of joining “The City Beautiful” movement, the leaders proudly went against the grain and declared Santa Fe as “The City Different.”

Now, over a century later, the city still lives up to that tagline at every turn—in the experiences, oddities, and attractions you simply won’t find anywhere else.

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THE BRAND PLATFORM

CULTURAL COURAGE We’re a place that knows who we are and who we’re for. Santa Fe offers Seekers a full sensory adventure that’s not only unique to each individual, but also changes with each and every visit. It satisfies the soul and spurs a transformation that comes from self-reflection, introspection, and digging in deeper.

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BRAND BELIEFS TRAITS PROMISE

CHARACTER

Santa Fe is a place that’s cultivated for

Surprising: an elegant collision

the curious—a new level of exposure that

of unexpected opposites

if you let it, will swing open your soul.

VALUES Openness: adventurous, imaginative, fluid, appreciative of the unusual Depth: reverence for its roots, with a progressive, expressive momentum Authentically Cultivated: a place defined

Expressive: a culture that’s all-encompassing, vibrant, holds nothing back Intimate: a deeply personal experience every time you’re here Sensory: 360-degree sensory engagement (synesthetic)

with intention, but not perfectly polished

TONE

Emotional Agility: fully open to the

How We Look: simplicity that’s

experience that any moment brings

thoughtful, elegant, and arresting

Creativity: culturally experimental,

How We Feel: intriguing, inviting,

connective, insightful

reflective, empowering

MESSAGING The messaging for TOURISM Santa Fe should be simple and always centered around the city itself and all that it has to offer. The “brand pillars” to focus on are: » History and Multicultural Background » Outdoors » Cuisine » Visual & Performing Arts » Shopping » Relaxation and Rejuvenation » City

5

AUDIENCE ONE:

LEISURE TRAVELERS CORE GROUP 35-64 Years old

$

3k

Spend on travel yearly

5.8% Mix of empty nesters and very active families

Take multiple trips per year

Repeat visitors

Makeup of U.S. households

OPPORTUNITY GROUP 25-49 Years old

6

7k

$

Willing to spend on travel yearly

7.9% Seek diversity, inclusion, roots, and expression

Curious, “anything goes” mindset

Cool city dwellers who seek out self-expression

Makeup of U.S. households

WHAT THEY HAVE TO SAY “The appeal is that it is a town that you can live and work in and yet, it is also a place that feels lost in time.”

“What you cannot find elsewhere, though, is the

THE LEISURE TRAVELER MINDSET

sense of spirituality that lives there.”

“I’ve been trying to convey the emotional pull as well as sooo many diverse activities that bring us back!”

“Santa Fe was and always is beautiful. The architecture and landscape and the way they complement one another is unique to the region.

The food and the arts and shopping truly make

When a leisure traveler is picking out a destination for their next getaway, here’s what they’re looking for: 1. Relaxation, but with a few surprises or unexpected adventures thrown in.

2. The ability to experience something profoundly different.

3. To take home something other than just souvenirs.

4. The sense of nostalgia.

it a great getaway.”

WHY THEY CHOOSE SANTA FE When creating assets that will be targeting our leisure travelers, keep the following Santa Fe draws in mind: 1. All the obvious attractions, of course: food, shopping, art, culture, etc.

2. The spirit of the city itself.

3. The unquestionable “funk” of the city.

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AUDIENCE TWO:

MEETINGS GROUPS CONNECTED TRADITIONALISTS

Relationship-centric

More likely to pick up the phone to seek out information

Will leverage colleagues for recommendations

Will be your biggest advocate if they have a pleasant experience

PROGRESSIVE STRATEGISTS

Prefer doing their research through websites and other owned channels

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Prefer communicating digitally

Will prioritize technological amenities when looking for an event space

WHAT THEY HAVE TO SAY “Everyone on our committee voted unanimously for Santa Fe. They love it here.”

“We wanted to go somewhere in Western U.S. that had

THE MEETING PLANNER MINDSET

interesting history, museums, and unique culture.”

Meeting planners have needs and non-negotiables that are as varied as the events they host. Here are just a few things that they look for when picking a destination for a meeting or conference:

conference center, reasonably priced guest rooms, a

1. The ability to combine business and leisure.

2. Convenience, convenience, convenience.

3. Amenities, inside the conference and out.

“The intimacy of the city is a main factor. We like the fact that it has great places to visit, yet is not a huge destination centered around theme parks, etc.

Additionally, most of our employees live in the Western United States, so it is an easier destination for them.”

“Perfect size meeting space, whether at a hotel or the huge variety of hotels for our big meetings, great food, art, and culture.”

WHY THEY CHOOSE SANTA FE Here are the reasons meeting planners choose Santa Fe, time and time again: 1. The sense of intimacy.

2. The endless “leisure” options.

3. The distinct “Santa Fe vibe.”

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PART TWO

THE BRAND PLATFORM

THE UNCOVER YOUR DIFFERENT CAMPAIGN To invite people to come visit The City Different, we created a campaign called Uncover Your Different. The campaign is centered around the idea that there truly is something for everyone in Santa Fe, and you may be quite surprised to find what exactly that something is for you. It’s a blend of education and selfdiscovery and it sheds light on all the things that make The City Different.

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Look around you.

Everyone’s different is different.

Because no two of us are identical.

And some may never find theirs.

But for those who search for their different; for those who believe that life might just be an endless journey of finding new things, people, and feelings to love, you can uncover your different in Santa Fe. In Santa Fe, you will meet a new part of yourself.

A corner of your soul you’ve never met.

A different person who has been there the whole time.

You’ll arrive so certain and end up so wonderfully surprised.

Because here is where there’s never just one here.

No lines drawn in our sand.

No simplified definition as easily explained as this plus that.

There’s only what your different turns out to be.

And uncovering that is up to you.

We can tell you about sunsets sinking below adobe walls.

And glowing farolitos lining our streets.

And floods of artistic dreams surrounding every step.

But we can’t describe how these things will change you.

Only you can uncover your different.

SANTA FE. UNCOVER YOUR DIFFERENT.

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PHOTOGRAPHY VIDEO GUIDELINES Every visual execution should focus on capturing authentic Santa Fe experiences in a way that feels effortless, authentic, and different—just like the city itself. Instead of carefully planning each frame and over-stylizing each shot, our video and photography should showcase real people discovering the city in natural, unfiltered scenarios, creating a cohesive, unique style that only Santa Fe can own.

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COPY GUIDELINES All the copy for the Uncover Your Different campaign should be insightful, yet simple, and speak to the unique sights, attractions, and experiences one uncovers in The City Different. Below are some guidelines to keep in mind while writing copy for the Uncover Your Different campaign.

Do:

Don’t:

» Speak about the city pillars mentioned on page 5. » Emphasize the unexpected

person perspective by using words like “our” or “here.”

discovery of people, places, and

» Use language that is too

things that happen when you’re

flowery or convoluted.

visiting. » Use “Uncover your different” as a

» Overemphasize “selfdiscovery.” Instead, focus

call to action. In instances where

on what you’ll discover in

it is used in body copy, it should

the city itself.

always be sentence case (i.e., Uncover your different at SantaFe.org.), not initial capped. » Write about the sights, sounds, and experiences that make Santa Fe truly different. » Initial cap the city’s tagline, The City Different, when using it in a sentence or as a stand-alone.

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» Refer to Santa Fe in the first

LOGO

TAGLINE Always initial cap Uncover Your Different when it’s standing alone or in lockup form, like at the end of our video spots.

In instances where “Uncover Your Different” is used as

UNCOVER YOUR DIFFERENT

Use these guidelines when working with the Santa Fe logo for the Uncover Your Different campaign pieces.

Logo Lockup The Santa Fe “The City Different” logo must always be in Santa Fe Cloud and must always appear within the Santa

part of a CTA or referenced in

Fe Turquoise tag. Exceptions may be

long-form copy, it should use

made based on the size of asset and any

sentence case. For instance,

legibility issues. This tag serves as our logo

“Uncover your different at

lockup and in using it, we are ensuring all

SantaFe.org” or “Uncover your

viewers know that our marketing material

different in The City Different.”

relates back to Santa Fe. Logo Placement The logo should always be the last thing seen in any asset to complete the story and ensure brand recognition. It should also always bleed off the bottom of the placement. This means it will typically appear in the bottom right-hand corner of most marketing materials (exceptions apply to some banner sizes). For unimpeded identity, the logo should be surrounded by clear space a minimum to “The” in “The City Different” tagline.

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Page Bottom

CAMPAIGN COLORS To honor the history and culture of Santa Fe, the Uncover Your Different campaign uses a bright Turquoise as its primary color. This should be used for headlines and the logo lockup. The secondary colors are Silver, Cloud, and Obsidian.

Silver should be used to break up white space as necessary, Obsidian should be used for any body copy, and Cloud is used for text backgrounds.

SANTA FE TURQUOISE

SANTA FE SILVER

SANTA FE OBSIDIAN

SANTA FE CLOUD

R: 63 G: 192 B: 195

R: 241 G: 243 B: 244

R: 0 G: 0 B: 0

R: 255 G: 255 B: 255

#: 3fc0c3

16

C : 66 M: 0 Y : 27 K: 0

#: f1f3f4

C:4 M: 2 Y: 2 K: 0

#: 000000

C:0 M: 0 Y: 0 K : 100

#: ffffff

C:0 M: 0 Y: 0 K: 0

TYPOGRAPHY Refer to these typography guidelines when creating Uncover Your Different campaign pieces. (These guidelines are not applicable to social.)

Headlines For print and display, all headlines for the Uncover Your Different campaign should use English Grotesque Bold all caps. Use Santa Fe Turquoise for all headlines.

Body Copy The body copy should always be directly under the headline. Use Gotham Narrow Book in

CTA Copy

In Santa Fe, every bite you take will give you a true taste of the city and the history that made it what it is today. Because flavor isn’t just meant to be enjoyed, it’s meant to be experienced. It’s just one of the things that makes The City Different, but there are still many more waiting to be uncovered.

For print assets, the CTA should always go

Uncover your different at SantaFe.org

Santa Fe Obsidian for all body copy. (Body copy guidelines are not applicable to display banner ads or social.)

directly under the body copy and should be Gotham Narrow Medium weight in Santa Fe Obsidian. For digital assets, the CTA should always be Santa Fe Turquoise.

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FLAVORS AS RICH AS THE HISTORY THAT INSPIRED THEM.

Font: English Grotesque Bold Size: 30 Tracking: 0 Kerning: Optical Leading: 45 (150% of font size)

The space between the headline and body copy is equal to the leading space in the headline.

Font: Gotham Narrow Book Size: 10 Tracking: 0 Kerning: Optical Leading: 13 (130% of font size) Paragraph Spacing: 0.0625 Font: Gotham Narrow Medium Size, Tracking, Kerning, Leading & Paragraph Spacing: Same as body copy

BRAND COLORS Primary Colors

PRIMARY

The primary colors best portray the Santa Fe brand and should be used whenever possible. Some basic guidelines for using the primary colors are: » Use Turquoise for the Santa Fe logo lockup » Use Turquoise for headlines » Use Light Adobe or Terra-cotta for subheads Secondary Colors The secondary colors should only be used to support primary colors or in instances where primary colors may be too overwhelming, like in web interfaces. Some basic guidelines for using the secondary colors are:

SANTA FE TURQUOISE R: 63 G: 192 B: 195 #: 3fc0c3

C : 66 M: 0 Y : 27 K: 0

SANTA FE LIGHT ADOBE R: 233 G: 190 B: 168 #: e9bea8

C:8 M: 27 Y : 31 K: 0

SANTA FE TERRA-COTTA R: 204 G: 110 B: 84 #: cc6e54

C : 16 M: 66 Y : 72 K: 2

SECONDARY

BODY COPY

BACKGROUNDS

SANTA FE SILVER

SANTA FE OBSIDIAN

SANTA FE CLOUD

R: 241 G: 243 B: 244

R: 0 G: 0 B: 0

R: 255 G: 255 B: 255

» Use Obsidian for any body copy that appears on a Cloud background » Use Cloud for any body copy that appears on a colored background » Use Silver to break up white space » Use Sand or Clay on the website for any design elements that will help balance the brightness of the primaries (e.g., CTAs, backgrounds, and outlines)

SANTA FE SAND R: 225 G: 215 B: 196 #: e1d7c4

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C : 11 M: 12 Y : 22 K: 0

SANTA FE CLAY R: 191 G: 131 B: 92 #: bf835c

C : 23 M: 51 Y : 70 K: 4

#: f1f3f4

C:4 M: 2 Y: 2 K: 0

#: 000000

C:0 M: 0 Y: 0 K : 100

#: ffffff

C:0 M: 0 Y: 0 K: 0