This tagline suggests that happily ever afters begin in Aberdeen!

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2 This tagline suggests that happily ever afters begin in Aberdeen! Individuals and families can create their own lives in Aberdeen, because the possibilities are endless. The tagline says that Aberdeen s affordable housing, strong workforce and low unemployment, educational and business opportunities, abundant recreational possibilities, safe environment and friendly neighbors make it the perfect place to create the life you want to write your own story. The tagline also incorporates a reference to Aberdeen s largest and most popular attraction Storybook Land keeping the landmark in the public mind as a destination and as a hallmark of all that Aberdeen has to offer.

3 BASIC STANDARDS Full Color Logo Logo Standards The Aberdeen marketing logo is hand-designed. Always use the logos provided to you on disk or provided in EPS or PDF form. Do not produce your own or allow vendors to produce their own versions of the logo. The logo may appear in full color, single color or in reverse form. Single Color Logo Reversed Logo in Single Color Reversed Logo in Full Color

4 BASIC STANDARDS Aberdeen Logotype Aberdeen Logotype The word Aberdeen, the Write Your Story tagline and the Pen may be used together or separately when appropriate. Please refer to previous page for color and black and white options. Write Your Story and the Pen Icon These may be used as standalone elements when the full logo is in close, noticeable proximity. Neither replace the full logo. Write Your Story Tagline Pen Mark

5 BASIC STANDARDS Iconic A Logo A Icon The A icon is not intended to be used as a logo. The full logo should be used when possible. When this is not possible, the icon can be used to represent Aberdeen. Signage artwork and logo wear, such as on a cap, are situations that may qualify. An instance which would qualify as an exception would be if the city government of Aberdeen chooses to use the A as an identifier. Either the icon with or without the copy is acceptable. The copy version should be used when more description is necessary. Iconic A Logo with Type

6 BASIC STANDARDS Full Color Logo for Embroidery Embroidery of Logo For embroidery purposes it may be necessary to use this version. Write Your Story is larger and may be easier for certain printers to reproduce. Black and White Logo for Embroidery

7 ADDITIONAL ELEMENTS Ink Splat The ink splat can be used in materials to call attention, such as in a headline treatment. To maintain consistency, only use the provided ink splat artwork. Life is Good Icon By itself, this tagline is somewhat vague and nondescript. It may also carry the negative suggestion that Aberdeen is good, but not great. However, since the tagline is familiar to and loved by many in Aberdeen, it may be well-suited for use in internal communications and mediums such as billboards. Where appropriate, we suggest using Life is Good as a secondary copy or graphic point, along with Write Your Story, in city business and promotional materials targeting local audiences.

8 TYPOGRAPHY AaBbCcDdEdFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Univers Ultra Condensed 59 General Guidelines for Text and Body Copy The Univers Ultra Condensed typeface family is specified for use in Aberdeen materials. For ads, CAPs is preferred for headlines. For ad body copy, Times Roman can be used as an additional option. Univers Condensed is the preferred typeface for body copy. For additional information in ads use Univers Ultra Condensed; if it is not available, use Univers LT Std 45. AaBbCcDdEdFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Times Roman AaBbCcDdEdFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Univers LT Std 45

9 BRAND/ACCENT COLORS An additional palette of six support colors is suggested to complement the Aberdeen Royal Blue in advertising and promotional materials. Aberdeen Royal Blue PMS 288 Brand Accent Colors Brand accent colors to complement the standard Aberdeen Royal Blue are PMS 7467 Teal and PMS 1385 Amber. PMS 7467 Teal PMS 1385 Amber PMS 446 Gray PMS 124 Gold Secondary accent colors include PMS 446, PMS 369, PMS 124 and PMS 164. These color are suggestions when planning color materials. NOTE: These colors are not substitutes for Aberdeen Royal Blue (PMS 288), nor can the logo appear in these colors. Use of a red accent color is strongly discouraged. PMS 164 Orange PMS 369 Green

10 USAGE CONT. Example Ads Ads should be dynamic, uncluttered and without overflow copy. At left, an example of a larger, general image ad. Below are more targeted ad examples. Happily EvEr after begins HErE. the possibilities are endless in aberdeen. low unemployment, strong workforce, business and educational opportunities, safe environment and friendly neighbors make it the perfect place to create the life you want. Write your story in aberdeen. DOWNTOWN ABERDEEN. IT PUTS THE LIFE IN NIGHTLIFE. Downtown Aberdeen. Where the action is. Experience fine and causal dining. Enjoy live entertainment. Get together with family and friends and rediscover life. Downtown is the place for excitement! For information about upcoming events in Downtown Aberdeen, go to UP HERE, WE CALL THIS RUSH HOUR. YOU, FRED THE DOG, AND 10,000 ACRES FILLED WITH A LIFETIME Unhurried Downtown Aberdeen. Where the fun is. Enjoy the Midwestern culture of this historic city. Sporting events, festivals and activities for the entire family. Fine dining, shopping and live entertainment all with walking distance. Downtown is the place for excitement! OF MEMORIES. For information about upcoming events in Downtown Aberdeen, go to For more information about pheasant hunting in Aberdeen, South Dakota, contact the Aberdeen Convention and Visitors Bureau at DOWNTOWN ABERDEEN. LIVE ENTERTAINMENT. For information about licenses and seasons, contact South Dakota Game, Fish and Parks at or on the web at A LIVELIER PLACE. DOWNTOWN ABERDEEN. HOlD ON TO your WAllETs Downtown Aberdeen. Where the action is. Enjoy live performances year round at the historic Capitol Theatre and live entertainment at our restaurants and bars. It s a great place to get together with friends. Downtown is the place for excitement! For information about upcoming events in Downtown Aberdeen, go to guys, it s A shopper s paradise. Downtown Aberdeen. Where the action is. No hundred-acre parking lots. No crowds. Just the one-on-one shopping experience of small boutiques and shops. All within walking distance. And with plenty of parking. Downtown is the place for excitement! For information about upcoming events in Downtown Aberdeen, go to

11 USAGE Example Pieces At left, a general image billboard (for in-town use). Below, banners meant for various purposes, such as press conferences and seminar booth displays. Billboard AberdeenSD.com Banners

12 ORGANIZATION ICONS Logo Standards The organizational icons are mostly meant to be identifiers on a Web landing page and site. They are meant to be easily and quickly recognizable to the general population. An example of a landing page is shown below. Limited occasions exist outside the Web when the icons can be used as secondary identifiers. For example, a print ad may be generally branded with the Write Your Story icon, but also include, secondarily, the organization s icon. See the print ad examples in this guide for a visual description.

13 BUSINESS PACKAGE Stationery to be decided upon.