California Logo Introduction

Transcription

1 Logo Introduction Hi, nice to meet you. I m California. Meet our newly refreshed logo. A unique expression of California, the logo is fun and friendly, and reflects the California spirit. The logo consists of the logotype, tagline, and wave. The rounded font is just like California: laid-back and casual. Please treat this logo with care and keep it pure. Never alter it. Always use the digital artwork provided when reproducing the California logo. Thank you. The wave is symbolic of water, from the Pacific Ocean to the numerous rivers and lakes found throughout the state. P7 BRAND STANDARDS CONSUMER IDENTITY

2 Logo Components The California logo should be used in all communications and/or materials promoting California, including (but not limited to) print advertising, out of home, television, and web. The California logo consists of three elements, including the dream big logotype positioned below the California logotype and locked up with the wave. The logo comprises three PANTONE colors: The CA Color Logo is the preferred logo treatment. It would be super if you could use this logo whenever possible. We think this logo is a unique expression of the California brand. (We hope you do too.) Please treat the logo with care. Never alter the logo and always use the approved provided electronic artwork. Consumer Logos > Color Logos CA Logo_FYH CA Gold (*PANTONE 7406), CA Blue (*PANTONE 7462) and CA Orange (*PANTONE 716). CA Color Logo CA Blue (*PANTONE 7462) CA Gold (*PANTONE 7406) Wave CA Orange (*PANTONE 716) Tagline Logotype *PANTONE is a registered trademark of PANTONE, Inc. The colors shown here and throughout these guidelines may not match the PANTONE Color Standards. P8 BRAND STANDARDS CONSUMER IDENTITY

3 One-Color Logos When reproduction or printing constraints prevent the use of the CA Color Logo, use one of the alternate (and super-groovy) one-color versions. Look, they are seen below. A unique expression of the California brand, these logos should be treated with care. Never alter the logos and always use the approved provided electronic artwork. You re the best for following these guidelines. Consumer Logos > One-Color Logos CA Logo_FYH_Black CA Logo_FYH_Gold CA Logo_FYH_Blue CA Logo_FYH_Orange CA Logo_FYH_White CA Black Logo CA Blue Logo CA White Logo CA Gold Logo CA Orange Logo For illustrative purposes only; this example with the white logo contained in a black box is NOT intended to be used as a logo variation. P9 BRAND STANDARDS CONSUMER IDENTITY

4 Logo Enclosure When the California logo is viewed at a distance, or in cases where the California logo is among a multitude of competing logos, use the cool CA Logo Enclosure. (Kinda looks like a surfboard, huh?) This will ensure maximum visual impact and readability in many difficult environments. Consumer Logos > Enclosure Logos CA Logo_FYH_Enclosure As with all California logos, the enclosure should be treated with care. Never alter the enclosure and always use the approved provided electronic artwork. CA Logo Enclosure P10 BRAND STANDARDS CONSUMER IDENTITY

5 Reverse Logo Applications The California logo may be used in reverse applications on contrasting solid backgrounds and photography. In these instances, the logotype reverses out of the background to white, and the wave appears in blue, gold or orange. In all cases, it is important to make sure there is a strong contrast between the logo and the background. Consumer Logos > Reverse Logos CA Logo_FYH_Reverse_Blue CA Logo_FYH_Reverse_Gold CA Logo_FYH_Reverse_Orange Reverse Logo on Colored Background Reverse Logo on Photography VCA Reverse Blue Logo For illustrative purposes only; this example with the white logo contained in a box is NOT intended to be used as a logo variation. VCA Reverse Gold Logo VCA Reverse Orange Logo P11 BRAND STANDARDS CONSUMER IDENTITY

6 Use on Backgrounds Use the California logo on backgrounds that offer a bold contrast to the logo. Always strive for maximum logo clarity. When using the logo on photographs and colored backgrounds, be sure the background is subtle enough that it does not interfere in any way with the legibility of the logo. Consumer Logos > Color Logos CA Logo_FYH Consumer Logos > Reverse Logos CA Logo_FYH_Reverse_Gold Use of the California logo works best on neutral open spaces, such as a light sky, clouds or negative white spaces. The reverse logo works best on richer, darker open spaces. You know why you already knew that? Cause you re smart! P12 BRAND STANDARDS CONSUMER IDENTITY

7 Minimum Size The minimum size the logo may be reproduced is 1 1 /4" wide to ensure legibility. When the logo is reproduced at this minimum size, there are three possible choices: 1. If printing using four-color process, use a line screen value of lines per inch. Logo at 100% of Minimum Size Logo at 300% of Minimum Size Logo at 100% of Minimum Size 2. Use the three spot colors that make up the logo. We recommend using this method whenever possible. 3. Use the black version. If the logo must scale down below the minimum size, the tagline may be removed. If there are instances where you wish to remove the tagline, contact the Visit California Creative Services Manager. Consumer Logos > Color Logos CA Logo_FYH Consumer Logos > One-Color Logos CA Logo_FYH_Black Logo at 100% of Minimum Size Logo at 100% of Minimum Size 1 1 /4 " 1 1 /4 " Logo at 300% of Minimum Size 3 3 /4 " P13 BRAND STANDARDS CONSUMER IDENTITY

8 Clear Space Just like any true Californian, the logo prefers having room to breathe. This gives it full impact. Please do not crowd it by setting it close to other graphics or text. Consumer Logos > Color Logos CA Logo_FYH Consumer Logos > Reverse Logos CA Logo_FYH_Reverse_Gold The minimum required clear space surrounding the logo is equal to the x-height of the first a in the word California. Text should not be placed within the clear space, but may align with the edge of the clear space. Please respect the clear space on all four sides of the logo. After all, that clear space respects you. ;) LOREM IPSUM DOLOR ET ILIM Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Veles ratemquis eum fuga. Officimus eles eiusa serum el molore volut quis et, te nullam rerchit aut omnihil lorem. andicim sus dolorporero illuptur? P14 BRAND STANDARDS CONSUMER IDENTITY

9 Incorrect Usage a. Do not add a drop shadow to the logo. b. Do not re-create any part of the logo or alter the logotype. c. Do not remove any elements of the logo. (They're there for a reason.) e. Do not reproduce the logo in any color other than those approved. (Not even fuchsia or neon green.) f. Do not use the logo in any application that does not provide the required contrast between background and logo. (Peek-a-boo. Where are you?) d. Do not alter the relationship between the logotype elements. (They are very committed, if you know what we mean.) g. Do not use the logo over a photograph if the required contrast guidelines cannot be met. (Pretty please. With sugar on top.) a. e. b. california dream big f. c. g. d. P15 BRAND STANDARDS CONSUMER IDENTITY

10 Logo/URL Components The minimum size the logo with URL may be reproduced is 1 1 /4" wide to ensure legibility. Consumer Logos > Color Logos with URL CA Logo_FYH_URL The minimum required clear space surrounding this logo is equal to the x-height of the first a in the word California. Text should not be placed within the clear space, but may align with the edge of the clear space. Please respect the clear space on all four sides of the logo. After all, that clear space respects you. ;) Logo at 100% of Minimum Size Logo Clear Space 1 1 /4 " Logo at 300% of Minimum Size 3 3 /4 " P16 BRAND STANDARDS CONSUMER IDENTITY

11 Co-Brand URL Lockup Horizontal Consumer Logos > Brand USA Lockup Logos CA Logo_FYH_BrandUSA_lockup_Horz A true partnership is a wonderful thing when there s mutual respect and admiration. Please keep this in mind when the California logo is used in conjunction with any one of our fabulous partners. If you are ever in doubt about the size, space and placement of a partner logo, just look to the corresponding guidelines and this rule of thumb: It s all about balance, dude. Horizontal Co-Brand URL Logo at 100% of Minimum Size Horizontal Co-Brand URL Logo Lockup Clear Space 9 /16" Horizontal Co-Brand URL Logo at 155% of Minimum Size 7 /8" P17 BRAND STANDARDS CONSUMER IDENTITY

12 Co-Brand URL Lockup Vertical Consumer Logos > Brand USA Lockup Logos CA Logo_FYH_BrandUSA_lockup_Vert Vertical Co-Brand URL Logo at 100% of Minimum Size Vertical Co-Brand URL Logo at 200% of Minimum Size Vertical Co-Brand URL Logo Clear Space 1 1 /4" 2 1 /2" P18 BRAND STANDARDS CONSUMER IDENTITY

13 Advertising Template Bringing the California attitude to life in one single ad template is never easy. To showcase California, it is important to highlight the myriad of product that can be found here in the Golden State. The advertising template is comprised of three elements: Photography Headline/Body Copy Call to Action or 2) our unique California culture. Of course, it would be super if these images can punctuate the headline and the body copy. Speaking of headlines, let s make sure the headlines are relevant, engaging and (of course) tell the reader that Californians have a unique outlook on life. Sometimes you might want to focus on the place; other times, the people. Ad & Editorial Templates CATemplate_FullPage CATemplate_FullPage_BW CATemplate_FullPageSpread CATemplate_HalfPage CATemplate_HalfPageSpread CATemplate_ThirdPage The images can be almost anything as long as they communicate two things 1) the beauty of the state Be sure to include your unique call to action at the end of the body copy. CA Full-Page Print Ad Template 750 MILES IN 8 DAYS. Lucky cyclists. As a founding sponsor, Visit California is pleased to be a part of the record-breaking 2012 Amgen Tour of California. Just as in years past, the race travels through much of our beautiful and abundant state: from the North Coast and Bay Area to the bountiful Central Valley and Los Angeles landmarks. So whether you are a rider or a spectator, enjoy this amazing tour of the Golden State. For insider trip ideas, cruise over to visitcalifornia.com Sample Headlines California Truly is The Land of Plenty Living Large? In California, That s an Understatement There Is Nothing Else Like It. 158,302 Square Miles of Hey, look at that! Sample Copy California is a land of unparalleled abundance and diversity. From the stunning redwoods of the North Coast to the unique beach culture of Southern California, there is no other place like it on Earth. But don t take our word for it, come experience it for yourself. For example only. P31 BRAND STANDARDS CONSUMER IDENTITY

14 Advertising Template Headline: Gotham and HT Cafe Size will vary due to length of headline. Effects (approx.): White stroke: 1.5 pt, set to outside Dropshadow: 60% opacity,.05" size and distance 750 MILES IN 8 DAYS. Lucky cyclists. As a founding sponsor, Visit California is pleased to be a part of the record-breaking 2012 Amgen Tour of California. Just as in years past, the race travels through much of our beautiful and abundant state: from the North Coast and Bay Area to the bountiful Central Valley and Los Angeles landmarks. So whether you are a rider or a spectator, enjoy this amazing tour of the Golden State. For insider trip ideas, cruise over to visitcalifornia.com Body: Gotham Medium 10 pt/18 pt leading URL call to action: Gotham Book/Gotham Bold 10 pt/18 pt leading Hero Photo Secondary Photos Effects for all photos (approx.): Dropshadow: 75% opacity,.05" size and distance P32 BRAND STANDARDS CONSUMER IDENTITY

15 Partner Advertising Template Ad & Editorial Templates PartnerTemplate_FullPage This Full-Page Partner Print Template gives partners the opportunity to advertise their information in a designated area within the California branded print ad. The highlighted section provides space for partner-related copy, the logo and an offer. CA Full-Page Partner Print Ad Template PARTNER AD TITLE Aligeni mporunt laborro bere ma diciatusam voluptatur soluptatur, cum samusti orendit atemolorem eatusame offic tem quae plaut lacimus quasperorem quo bere vendunt ut optis nosapid. $123 FULL DAY TOUR NONSEQUI NISQUE Ehendam utem te quae Aligeni mporunt laborro bere ma diciatusam voluptatur soluptatur, cum samusti orendit atemolorem eatusame offic tem quae plaut lacimus quasperorem quo bere vendunt ut optis nosapid modit endit, ut haria dit aut venissimusci aut verum aut volorat. visitcalifornia.com For example only. P33 BRAND STANDARDS CONSUMER IDENTITY

16 Partner Advertising Template Hero Photo Partner Title: Gotham Bold 17 pt/21 pt leading PARTNER AD TITLE Aligeni mporunt laborro bere ma diciatusam voluptatur soluptatur, cum samusti orendit atemolorem eatusame offic tem quae plaut lacimus quasperorem quo bere vendunt ut optis nosapid. $123 FULL DAY TOUR Offer: Gotham Bold Partner Logo Headline: Gotham and HT Cafe Effects (approx.): White stroke: 1.5 pt, set to outside Dropshadow: 60% opacity,.05" size and distance NONSEQUI NISQUE Ehendam utem te quae Body: Gotham Medium 10 pt/18 pt leading Aligeni mporunt laborro bere ma diciatusam voluptatur soluptatur, cum samusti orendit atemolorem eatusame offic tem quae plaut lacimus quasperorem quo bere vendunt ut optis nosapid modit endit, ut haria dit aut venissimusci aut verum aut volorat. visitcalifornia.com URL call to action: Gotham Book/Gotham Bold 10 pt/18 pt leading P34 BRAND STANDARDS CONSUMER IDENTITY

17 Co-Brand Advertising Templates These ad templates are to be used when co-branding the CA logo with a partner by means of a side-byside logo layout. Be sure to follow the proposed clear space standards on all four sides of the CA logo to allow for enough distance to the partner logo. Ad & Editorial Templates Co-BrandTemplate_FullPage Co-BrandTemplate_FullPageSpread Co-BrandTemplate_HalfPage Co-BrandTemplate_HalfPageSpread Co-BrandTemplate_ThirdPage Adding more clear space between the logos is encouraged, in order to give each logo its distinct presence. Remember, logos have feelings too. Let's give them room to shine! CA Full-Page Co-Brand Print Ad Template CA Half-Page Co-Brand Print Ad Template CA Third-Page Co-Brand Print Ad Template 750 MILES IN 8 DAYS. Lucky cyclists. As a founding sponsor, Visit California is pleased to be a part of the record-breaking 2012 Amgen Tour of California. Just as in years past, the race travels through much of our beautiful and abundant state: from the North Coast and Bay Area to the bountiful Central Valley and Los Angeles landmarks. So whether you are a rider or a spectator, enjoy this amazing tour of the Golden State. For insider trip ideas, cruise over to visitcalifornia.com 750 MILES IN 8 DAYS. Lucky cyclists. As a founding sponsor, Visit California is pleased to be a part of the record-breaking 2012 Amgen Tour of California. Just as in years past, the race travels through much of our beautiful and abundant state: from the North Coast and Bay Area to the bountiful Central Valley and Los Angeles landmarks. So whether you are a rider or a spectator, enjoy this amazing tour of the Golden State. For insider trip ideas, cruise over to visitcalifornia.com For example only. 750 MILES IN 8 DAYS. Lucky cyclists. As a founding sponsor, Visit California is pleased to be a part of the record-breaking 2012 Amgen Tour of California. Just as in years past, the race travels through much of our beautiful and abundant state: from the North Coast and Bay Area to the bountiful Central Valley and Los Angeles landmarks. So whether you are a rider or a spectator, enjoy this amazing tour of the Golden State. For insider trip ideas, cruise over to visitcalifornia.com For example only. For example only. P35 BRAND STANDARDS CONSUMER IDENTITY

18 Editorial Cover Template When an opportunity arises to showcase a cover on an introduction to a California editorial section, this cover template can be utilized. Lucky you! This little beauty of an editorial cover template includes a masthead, a subhead that can be customized and an area for photo placement based on what subject your editorial is covering. The cover template also includes the logo and URL call to action. Ad & Editorial Templates EditorialTemplate_Cover CA Editorial Cover Template visitcalifornia.com For example only. P36 BRAND STANDARDS CONSUMER IDENTITY

19 Editorial Cover Template Masthead Subhead: Gotham Bold Condensed Hero Photo URL call to action: Gotham Book/Gotham Bold 10 pt/18 pt leading visitcalifornia.com P37 BRAND STANDARDS CONSUMER IDENTITY

20 Digital Banner Templates The laid-back and fun California attitude is truly represented in these playful Digital Banner Templates, which integrate a designated area for photography and a headline. As you can see, Californians can have fun doing anything, including designing digital banner templates. Tee hee! Digital Banners & Web Templates WebBanner_160x600-1.psd WebBanner_180x150-2.psd WebBanner_160x300-2.psd WebBanner_728x90-1.psd WebBanner_300x250-2.psd CA Digital Banner Template 160x600 CA Digital Banner Template 180x150 CA Digital Banner Template 728x90 LOREN IMAG PRO BLAB INULLIQUAE AUDA FICIM. LORENISC IMAGNIME Ehendam utem te quae CA Digital Banner Template 160x300 CA Digital Banner Template 300x250 visitcalifornia.com P41 BRAND STANDARDS CONSUMER IDENTITY

21 Microsite Design Elements Microsite design elements are included to provide you with the necessary and flexible components for creating a microsite successfully reflecting the California brand. Digital Banners & Web Templates Microsite.psd Header Graphic SPOTLIGHT ON VIEW all VIDEOS Program Sponsors Video Box EVENTS CALENDER EPLORE CALFIORNIA CLICK ON A REGION FOR MORE INFO, PICS & VIDEO CALIFORNIA on the BRAIN Title Treatment: Gotham Bold/HT Cafe P42 BRAND STANDARDS CONSUMER IDENTITY