GEORGIA BRANDING STANDARDS USAGE GUIDE

Transcription

1 GEORGIA BRANDING STANDARDS USAGE GUIDE January 2014 Georgia Department of Economic Development 75 Fifth Street, NW, Suite 1200 Atlanta, Georgia USA Georgia.org

2 THE GEORGIA BRAND The design of Georgia s brand elements was not arbitrary. And their collective impact is not subjective. The Georgia logo, typefaces, color palette, and usage requirements reflect and reinforce the very essence of Georgia. By following this guide, you help define Georgia for our customers, partners, and our industry at large. Equally important, you help them recognize, differentiate, and remember us. In some cases, this guide provides explicit rules on how to use and how not to use various elements. But overall, it offers a framework for making and evaluating creative decisions. If you have questions about how to use any brand elements, or need additional information, contact Michelle Afentoulis, Senior Art Director, at or mafentoulis@georgia.org. GEORGIA IDENTITY & LOGO GEORGIA BRAND 1

3 APPROVED LOGO VERSIONS GEORGIA LOGO The Georgia logo has been designed to ensure maximum visual impact across a variety of applications. Additional logo versions, shown below, are also available to accommodate special graphic situations. The preferred logo column should be used whenever possible, with the six-color version being the most preferred. Additional options should be used only in circumstances indicated. Preferred column Six-Color Version GEORGIA IDENTITY & LOGO APPROVED LOGO VERSIONS Black Version Reversed Out Version 2

4 LOGO LOCKUPS GEORGIA LOGO The Georgia Logo will often need to be displayed with partner logos. Partner Logo Partner Logo Preferred Horizontal - 1 partner logo Partner Logo Optional orientation - 1 partner logo Partner Logo GEORGIA IDENTITY & LOGO LOCKUPS Preferred Vertical - 1 partner logo Optional orientation - 1 partner logo Vertical Stack Lockup with partner logo. The partner logo should have the same width or height (whichever comes FIRST) of the Georgia logo. In a horizontal design, place the partner logo to the right of the logo, centered top to bottom with the logo, with its right edge the relative width of the G from the right edge of the logo. In a vertical design, place the partner logo below the logo, centered on the word Georgia rather than the peach image, with its top edge the relative height of the G from the bottom of the in the logo. For most applications, the horizontal design is preferred. Horizontal Stack Lockup with partner logo. The partner logo should have the same width or height (whichever comes FIRST) of the Georgia logo. In a horizontal design, place the partner logo to the right of the logo, centered top to bottom with the logo, with its right edge the relative width of the G from the right edge of the logo. In a vertical design, place the partner logo below the logo, centered on the full image, with its top edge the relative height of the G from the bottom of the in the logo. For most applications, the horizontal design is preferred. 3

5 USAGE The following minimum-sized and clear space standards help ensure the Georgia logo maintains clarity, legibility and impact across every application. Please review these standards carefully before you design your campaign Minimum Size Minimum printable sizes for the various versions of the Georgia logo. On Ads 5.5 x 8.5 (horizontal or vertical) or larger, logo must be 1.25 /1.75 respectively. For collateral items smaller than 5 x 7 (i.e. postcard) logo can be no smaller than.8 for vertical and 1.25 for horizontal. GEORGIA IDENTITY & LOGO USAGE Clear Space To preserve clarity, no other graphic element should intrude upon the Georgia logo. A clear area equal to or greater than the relative width of the peach must surround the logo. When the logo is displayed with the tag line or URL, the same rule applies. Simply buffer the entire area of the logo lockup (including the tag line or URL) with a space equal to or greater than the relative width of the peach Centering When the logo is centered, it should be centered on the word Georgia, rather than the peach image. It should be centered between the O and the R. This may require you to move the whole box over to the right 4

6 UNACCEPTABLE USAGE To ensure brand consistency across all applications, the Georgia logo should be used only as indicated on page 2. The examples shown below represent the most common misuses of the logo, and should be avoided. DO NOT use the reversed out logo on too light of a background DO NOT place logo on top of busy imagery In black and white versions, the peach leaves DO NOT touch. DO NOT distort the logo DO NOT reconfigure any of the elements of the logo DO NOT use the peach without the Georgia text DO NOT place a graphic element too close to the logo GEORGIA IDENTITY & LOGO UNACCEPTABLE USAGE DO NOT take the logo and change to black or white for one-color applications. Custom art has been created for these instances DO NOT use a one-color logo, even with the approved PMS colors DO NOT screen back the logo Georgia DO NOT use a low resolution logo. If you need a higher resolution, please contact your account manager. DO NOT alter any component of the logo: type or color DO NOT apply any artistic effect to the logo 5

7 APPROVED COLORS Color provides a strong visual link to the Georgia brand identity across a wide range of applications. If the Georgia logo is used on a white background, the six-color version is the preferred choice; or its CMYK equivalent. When the logo is placed on a dark, solid-colored background, there are two options for the logo: one is the reversed out version, and the other is the five-color version with the Georgia in white. PMS Warm Gray 10 C:0 M:14 Y:28 K:55 R:138 G:121 B:103 8a7967 PMS Rubine Red C:0 M:100 Y:15 K:0 R:237 G:3 B:124 ed037c PMS 165 C:0 M:60 Y:100 K:0 R:245 G:130 B:32 f58220 PMS 362 C:70 M:0 Y:100 K:9 R:73 G:169 B:66 49a942 GEORGIA IDENTITY & LOGO APPROVED COLORS PMS 376 C:50 M:0 Y:100 K:0 R:141 G:198 B:63 8dc63f PMS 389 C:20 M:0 Y:85 K:0 R:213 G:224 B:78 d5e04e PMS 376 PMS 362 PMS 389 PMS Rubine Red PMS 165 PMS Warm Gray 10 6

8 ALL BRANDING COLORS PMS Warm Gray 10 C:0 M:14 Y:28 K:55 R:138 G:121 B:103 8a7967 PMS Warm Gray 2 C:0 M:2 Y:5 K:9 R:233 G:227 B:220 e9e3dc PMS Rubine Red C:0 M:100 Y:15 K:0 R:237 G:3 B:124 ed037c PMS 165 C:0 M:60 Y:100 K:0 R:245 G:130 B:32 f58220 PMS 137 C:0 M:35 Y:90 K:0 R:251 G:176 B:52 fbb034 PMS 389 C:20 M:0 Y:85 K:0 R:213 G:224 B:78 d5e04e PMS 376 C:50 M:0 Y:100 K:0 R:141 G:198 B:63 8dc63f PMS 362 C:70 M:0 Y:100 K:9 R:73 G:169 B:66 49a942 PMS 299 C:85 M:19 Y:0 K:0 R:0 G:157 B: ddc PMS 300 C:100 M:44 Y:0 K:0 R:0 G:121 B: c1 GEORGIA IDENTITY & LOGO APPROVED COLORS PMS 109 C:0 M:10 Y:100 K:0 R:255 G:221 B:0 ffdd00 PMS 248 C:40 M:100 Y:0 K:2 R:159 G:33 B:139 9f218b PMS 587 C:5 M:0 Y:40 K:0 R:244 G:243 B:174 f4f3ae PMS 259 C:55 M:100 Y:0 K:15 R:120 G:29 B: d7e 7

9 TYPEFACE The main font that Georgia uses in their marketing material is Gotham. PRIMARY HEADLINE GOTHAM - MEDIUM OR GOTHAMCONDENSED - MEDIUM PRIMARY MAIN COPY GOTHAM - BOOK GEORGIA IDENTITY & LOGO APPROVED TYPEFACE OR GOTHAMCONDENSED - BOOK 8

10 STATIONERY When an official letter needs to be written, please use the below stationery template. GEORGIA IDENTITY & LOGO STATIONERY Stationery Template 9

11 SIGNATURE The corporate signature and set-up instructions can be found in Microsoft Outlook under Signatures. Aside from editing the contact information, do not alter the layout in any way, including adding/changing colors, changing the font, etc. Main Signature GEORGIA IDENTITY & LOGO SIGNATURE 10