BRAND LAUNCH FALL 2017 GRAPHIC STANDARDS

Transcription

1 BRAND LAUNCH FALL 2017 GRAPHIC STANDARDS

2 INTRODUCTION THESE ARE THE COMPREHENSIVE BRAND GUIDELINES FOR THE NATIONAL WESTERN CENTER. As with any good brand, adherence to graphic standards is a sure way to preserve the original intent and create thoughtful and informed visual solutions moving forward. These pages contain all of the tools and rules needed to create consistent and compelling materials unique to National Western Center. TABLE OF CONTENTS PAGE 2 PAGE 3 Introduction Messaging & Tone PAGE 12 PAGE 14 Color Palette Visual Elements PAGE 4 Identity PAGE 17 Photography Styling PAGE 9 Tagline PAGE 19 Contact Information PAGE 10 Typography 2

3 MESSAGING & TONE THIS IS OUR BRAND PROMISE. The National Western Center offers a vibrant, dynamic, and accessible educational and entertainment environment in the heart of Denver that celebrates our western heritage and leads research and collaboration efforts to solve global food solutions. TAGLINE IMAGINE. DISCOVER. CULTIVATE. The tagline uses provocative action words to inspire the audience to envision what this site might have in store for them. Please see page 9 for usage guidelines appropriate to the National Western Center identity. BRAND PERSONALITY Vibrant & Active Inclusive & Accessible Engaging & Friendly Modern & Innovative State-of-the-Art Authentic & Historic True-to-its-Roots BRAND CONCEPT WHERE HERITAGE MEETS HORIZON Since its early days, Denver has been a vibrant crossroads of ideas and culture in the pioneering pursuit of something more. Adventurous heart meets resourceful know-how. Cutting-edge development meets rustic livelihood. Wild innovation meets proud tradition. This convergence of hardworking values and big-idea vision has long inspired the desire to chase the horizon, together. The National Western Center brings together global thought leaders, curious students, and local community at an intersection of agriculture, education and entertainment. This first-of-its-kind hub of diverse perspective and common cultural interest continues a long tradition of pioneering spirit while highlighting innovations around the global issues of health, food systems and food security, and the environment. 3

4 IDENTITY OUR IDENTITY CAPTURES WHAT WE STAND FOR AND WHERE WE RE GOING. Appropriate use of the National Western Center identity is imperative to unify all applications and promote consistency and memorability of the identity to your audience. Please adhere to these rules. THE STORY BEHIND THE IDENTITY MOUNTAINS The mountains capture our recognizable Colorado backdrop while establishing our unique pride of place. WHEAT STALKS A nod to the deep agricultural roots, the wheat stalks symbolize the innovative global food solutions to come. HORIZON LINE Alluding to the region s long tradition of pioneering spirit, the horizon line promises the discoveries ahead. WAGON WHEEL The wagon wheel celebrates the region s western heritage and alludes to our journey of agricultural expertise. GES Like the mint notation on coins, GES nods to Denver s historic Globeville-Elyria-Swansea neighborhoods which host the center. 4

5 PANTONE 160 C WHITE FULL COLOR The full color identity should be used whenever possible. The diagram at left specifies the colors for the identity; please use the Pantone matches or CMYK breakdowns referenced in the Color Palette section on page 12 to ensure color consistency. Do not change the identity colors for any reason. PANTONE 158C 70% BLACK WHITE GRAYSCALE The grayscale identity should be reserved for use when black and white production is the only option. The diagram at left notes the tints of black for the identity; please use these specifications when using the grayscale version of the identity. Do not change the percentages for any reason. 40% BLACK To ensure a consistent visual identity, the identity should only be used from existing digital asset files, never recreated manually. 5

6 HOW TO USE THE IDENTITY PROPER USE AND CARE IS ESSENTIAL. It is important to use the National Western Center identity as it was intended to establish recognition through consistency. Please adhere to these usage guidelines while creating materials for the brand. CLEAR SPACE The clear space is the amount of empty space that must appear around the identity in order to preserve its presence and fidelity. No other competing graphic elements, such as text, headlines or other marks, may intrude upon this space in any application. The only exception is the anchoring element, mentioned previously. In this case, the clear space surrounding the identity is based on the width of the W in the name. Total height no less than 0.5 MINIMUM SIZE The identity has a minimum permitted size In order to maintain legibility and graphic integrity. The identity should never be used smaller than 0.5 in height, specified at left. 6

7 The anchoring bar may take on any of the colors shown in the approved color palette, except PMS 158 C and PMS 160 C. Anchoring element aligns with baseline of Center ANCHORING The identity feels more grounded when paired with an anchoring element such as a solid color field behind the identity, and should be used whenever possible. The top of the anchoring element should always align with the baseline of the word Center. The anchoring element should be at least the height of the bottom half of the identity, and may extend to the edges of the layout. If using the identity over a photo, please choose images that create a quiet background that allows for a clear read. USE OVER PHOTOS The identity may be used over brand appropriate photography, provided the identity is anchored with a solid color (see above) and the background image provides quiet space to ensure the identity can be read clearly. Please reference the examples to left for appropriate imagery backgrounds. Also see Photography Styling on page 17 for imagery guidelines. 7

8 DON T EVEN THINK ABOUT IT BE A GOOD BRAND STEWARD DON T ABUSE THE IDENTITY. Proper use of the National Western Center identity is imperative to establish recognition and preserve the integrity of the brand. Please do not misuse the identity, as illustrated by the following scenarios. Do not stretch, distort or skew the identity Do not use elements out of proportion Do not use any colors other than those specified on page 5 Do not rotate the identity in any way Do not remove any elements from the identity Do not add effects or visual elements to the identity To ensure a consistent visual identity, the identity should only be used from existing digital asset files, never recreated manually. 8

9 TAGLINE IMAGINE. DISCOVER. CULTIVATE. CAPTURING EVERYTHING THE SITE HAS TO OFFER. In most cases, the tagline is used as a sign off element, and exists in a gray color field, to be included on every layout which carries the National Western Center identity. TAGLINE The tagline uses provocative action words, inspiring the audience to envision what the National Western Center site might have in store for them. The tagline is always set in Refrigerator Deluxe Bold, and should be no more than 75% the height of Western in the National Western Center identity. The tagline is to be included on every layout which carries the National Western Center identity. The tagline should be contained in either in a gray bar, or In worst case scenarios, where proportion or size is prohibitive such as swag, apparel, or small web banners on a gray color field. Please reference the usage example to the left and appropriate proportion notes below when using the tagline. To establish consistent messaging, the tagline should be included on every layout that includes the identity. A B Tagline is no more than 75% the height of Western in the identity (B). 75% B A Bar is at least the height of bottom half the identity badge (A). 9

10 PRIMARY TAGLINE USAGE Whenever possible, the tagline should be used in gray bar, right justified to the layout margins. Typically, this bar is used as a sign-off footer, and anchors the National Western Center identity, but may be used as a floating bar if the application requires. Secondary tagline usage is housed in the gray bar and right justified to the layout margins, while the identity is left justified. Primary tagline usage follows the same proportion notes detailed on the previous page. SECONDARY TAGLINE USAGE Smaller layouts may be better suited by the secondary tagline lockup. The tagline should be used in gray bar, centered to the layout margins. Typically, this bar is used as a sign-off footer, and anchors the National Western Center identity, but may be used as a floating bar if the application requires. Secondary tagline usage is housed in the gray bar and centered to the layout margins, directly under the identity. Secondary tagline usage follows the same proportion notes detailed on the previous page. WORST-CASE-SCENARIO TAGLINE USAGE Occasionally, applications such as apparel and small swag items will need a worst-case-scenario tagline lockup. The tagline should always be used on a gray field. Worst-case-scenario applications, like small swag items or apparel, should use the tagline on a gray color field. Worst-case-scenario tagline usage follows the same proportion notes detailed on the previous page. 10

11 TYPOGRAPHY THE TYPE PALETTE NODS TO YESTERDAY, TODAY AND TOMORROW. The proper use of complementary fonts adds another level of visual sophistication and recognition to a brand. It provides visual hierarchy to enable ease of navigation as well as directed messaging. For and other applications that require Microsoft-safe typefaces, please substitute: HEADLINE & DISPLAY TYPE IMPACT SUB-HEADLINES ARIAL BLACK BODY COPY Verdana REFRIGERATOR DELUXE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FUTURA PT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HEADLINES & DISPLAY TYPE Refrigerator Deluxe Bold should be used for copy that demands more attention from the viewer and is elevated as the primary read. Some examples include a headlines or featured titles. Ensure Headline & Display Type is greater in size than subheadlines to establish hierarchy, and uses ALL CAPS. SUB-HEADLINES Futura PT Bold should be used for supporting headlines or callouts that are meant to be a secondary read, including secondary headlines, section headers, and callouts. Establish hierarchy with size and color, and use ALL CAPS. Licenses may be required for some of these typefaces. Please purchase if prompted to do so. Industry ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BODY COPY Industry should be used for all body copy, ranging from one sentence to multiple paragraphs or captions. Establish hierarchy through size and color. Industry Light or Book is the preferred weight, but other weights may be used to ensure legibility. Italics may be used for distinction or emphasis. 11

12 COLOR PALETTE THE COLOR PALETTE ADDS POSITIVE VIBRANCY AND SUPPORTS VISUAL HIERARCHY. Below are the breakdowns for each color, tuned to provide the best match across a variety of applications: Pantone reference, CMYK process, and digital RGB and HTML. PRIMARY PALETTE The primary palette should guide color choices for the expression of the core brand. This basic core palette has a clean, positive energy with subtle agricultural ties, and builds a solid foundation for use across various vibrant and modern materials. PMS 158 C/U CMYK 0 / 62 / 95 / 0 RGB 232 / 119 / 34 HTML E87722 PMS 160 C/U CMYK 6 / 71 / 100 / 31 RGB 161 / 86 / 28 HTML A1561C WHITE CMYK 0 / 0 / 0 / 0 RGB 255 / 255 / 255 HTML The colors represented in this guide should not be used as an accurate matching reference Please instead use a Pantone swatch book for matching purposes in any given case. PMS WARM GRAY 1 C/U CMYK 3 / 3 / 6 / 7 RGB 215 / 210 / 203 HTML D7D2CB PMS WARM GRAY 5 C/U CMYK 11 / 13 / 16 / 32 RGB 172 / 163 / 154 HTML ACA39A PMS WARM GRAY 9 C/U CMYK 22 / 32 / 34 / 51 RGB 131 / 120 / 111 HTML 83786F 12

13 SECONDARY PALETTE The secondary palette should guide color choices for the expression of the extended brand. This complementary palette lends a more vibrant and modern feel to the core brand, giving energy to public facing expression applications such as marketing items, advertising, and signage. PMS 5145 C CMYK 25 / 51 / 5 / 20 RGB 155 / 119 / 147 HTML 9B7793 PMS 2220 C CMYK 76 / 13 / 34 / 9 RGB 71 / 151 / 168 HTML 4797A8 PMS 2305 C CMYK 25 / 0 / 100 / 32 RGB 158 / 167 / 0 HTML 9EA700 PMS 5125 C CMYK 42 / 81 / 11 / 49 RGB 105 / 60 / 94 HTML 693C5E PMS 2224 C CMYK 96 / 0 / 31 / 57 RGB 0 / 105 / 128 HTML PMS 2307 C CMYK 34 / 0 / 100 / 60 RGB 104 / 111 / 18 HTML 686F12 The colors represented in this guide should not be used as an accurate matching reference Please instead use a Pantone swatch book for matching purposes in any given case. 13

14 VISUAL ELEMENTS WHEN USED CORRECTLY, SUBTLE PATTERNS AND TEXTURES ENRICH OUR BRAND STORY. The National Western Center brand uses a few subtle graphic details to help strengthen information hierarchy and enhance visual interest, while also supporting the brand story. TRIANGLE PATTERN OR BANDS This primary pattern is used the most predominantly, to add a border element, separate information or enrich headlines with a subtle visual detail. Horizontal usage Vertical usage Clean edge Clean edge The triangles nod to the three pillars of the National Western Center: Entertainment, Education & Research, and Agriculture. The interacting arrangement symbolizes the coming together of different perspectives to build the engaging and vibrant community found at the National Western Center. This triangle pattern can adapt to work within any application. You may use as many columns as necessary to fit the layout, from a full-bleed background to a smaller border or separating detail. Please use at least two columns of triangles. This pattern may be used vertically or horizontally, provided the edges of the pattern create a clean edge. Proper usage is illustrated in the examples shown at left. The triangle pattern should be used as a 30% tint Pantone Warm Gray 1 C and should multiply over color fields or imagery whenever possible. Improper usage, as there is no clean edge. 14

15 The acute angle must maintain a 22.5 angle. ANGLED COLOR BARS The angled color bars add subtle background interest, contain imagery, or add vibrant color fields to headline areas. These bars may be rotated in 90 increments, reflected and sized up or down to best fit the layout. However, the acute angle of the color field must measure 22.5 to ensure consistency. The angled bar may rotate in 90 increments and scale to best fit the layout. Please do not rotate the bar in random increments. In some cases, the angled color bar may interact with branded imagery by moving behind the main subject of the image to add the illusion of depth and excitement. See billboard examples below. The angled color bar may be used with any selection from the brand s primary or secondary color palette. The angled bar may interact with imagery by moving behind the main subject of the image to help add depth and excitement. 15

16 JAGGED EDGE BAR The jagged edge bar is used to support information hierarchy with subtle differentiation and visual interest. These bars are used to house headlines or important callouts. This bar should always be used horizontally, with the jagged edge on one side only. It may be sized up or down to best fit the layout, however keep the jagged texture proportional to the size found in the master asset file it should always be a complementary detail, not a graphic feature. The jagged edge bar should never interact with the National Western Center identity to avoid and visual competition. Reference the example, shown at left, for proper usage ideas. The jagged edge bar may be used with any selection from the brand s primary or secondary color palette. The jagged edge bar never interacts with the National Western Center identity. The jagged edge bar may interact with other color bars or imagery to help add depth and excitement. 16

17 PHOTOGRAPHY STYLING IMAGERY CAPTURES VIBRANT COMMUNITY ENERGY WITH AN INVITING POINT OF VIEW. To ensure photographers have the direction they need to consistently capture brand appropriate imagery, please point them to the styling recommendations listed here for brand appropriate imagery. BRANDED PHOTOGRAPHY Branded photography strives to capture the universal appeal, focused engagement and vibrant energy at the National Western Center campus through in-the-moment shots of people interacting with the environment. Photography should have a candid storytelling feel, and be well lit with enough contrast to clearly define the image. Branded photography uses three possible color filters to build brand recognition and help categorize the shots into the three pillars of the National Western Center: Entertainment, Innovation, and Agriculture. Purple filter is applied to Entertainment focused shots. Branded photography uses color filters to help categorize imagery content. ENTERTAINMENT Purple filter (PMS 5145 C) Blue filter is applied to Education & Research focused shots. Green filter is applied to Agriculture focused shots. EDUCATION & RESEARCH Blue filter (PMS 2220 C) AGRICULTURE Green filter (PMS 2305 C) 17

18 PLACE PHOTOGRAPHY & VIDEOGRAPHY Place photography should capture the vibrant energy, diverse resources and modern amenities of the National Western Center Campus. Places should be well lit and shot on a clear day if possible, to take advantage of uplifting light to convey positive, forward thinking mood. Renderings are also acceptable, and should be polished and set a realistic expectation of the space. Scenes should not feel staged or posed, but rather capture the vibrant, exciting energy on the National Western Center campus. Full color compositions should have adequate balance of contrast and saturation. EVENT PHOTOGRAPHY & VIDEOGRAPHY Event photography should capture the vibrant energy, diverse community and wide range of events and programs featured on the National Western Center campus. Event photos should have a journalistic feel, focusing on real people and their candid moment enjoying the event or interacting with the program. Scenes should not feel staged or posed, but rather capture the real moments of entertainment, education or innovation All photos and videos should be diversity sensitive and must capture the widely inclusive range of culture, age, interest, and gender found at the National Western Center. happening at the National Western Center. Full color compositions should have adequate balance of contrast and saturation. N AT I O N A L W E S T E R N C E N T E R G R A P H I C S TA N D A R D S 18

19 Approval Process for National Western Center Collateral To ensure that all collateral developed for the NWC is consistent and meets branding standards, all NWC equity partners (NWCO, CSU and WSSA) must follow this process for any collateral developed that will be presented to the public, provided to the media, submitted as a grant proposal or uploaded to the website. Examples of materials requiring approval: Brochures Presentations One Sheet Fact Sheets Fliers Invitations Postcards Folders Signage/Banners Joint press release that includes NWC Newsletter inserts and articles Ads Any materials that include our brand or mention the NWC Alternative usage of key messages Updated:

20 Approval Process for National Western Center Collateral Provide the following information in an to the Program COMS Director to If the Program COMS Director is not available, please send to Erika Martinez at Template: Subject Line: APPROVAL NEEDED Identify Subject Due Date: XXX Type: What kind of collateral piece e.g., newsletter, press release, presentation) Purpose: XXX Subject of Material: (sustainability, workforce, etc) The Program COMS Director will provide an response in no longer than 48 hours with the following information: List of key reviewers (depending on the subject and purpose of the collateral, this group could be limited to just a member(s) of the COMS Leadership Team or could engage members of the CORRAL, or Mayor s office) Timeframe needed for review The Program COMS Director will work with to ensure review is conducted on time and will work with the creator of the collateral to resolve conflicting comments, if any *If your request is urgent, please state your need in the Due Date section so that the Program COMS Director can accommodate your request accordingly. The Program COMS Director will be the point person from the COMS Leadership Team assigned to coordinate the review and will be responsible for providing written approval via . No collateral should be presented publicly without the approval, at a minimum, of the Program COMS Director. Communications Contacts National Western Center Colorado State University National Western Stock Show Tiana Nelson, Christiana.Nelson@colostate.edu Marcy Loughran, Marcy.loughran@denvergov.org Erika R. Martinez, Erika.Martinez@denvergov.org Karen Woods, kwoods@nationalwestern.com Liz Adams, ladams@crlassociates.com Updated:

21 NATIONAL WESTERN CENTER.C OM ANY QUESTIONS? MARCY LOUGHRAN (720)