FOR VISIT TUCSON PARTNERS

Transcription

1 FOR VISIT TUCSON PARTNERS

2 CONTENTS updated August Brand 2 The Logo 3 Logo Versions 4 Logo Colors 5 Logo Size Restrictions 6 Logo Usage Standards 7 Division Logos 8 Free Yourself Mark 9 Free Yourself Restrictions

3 THE TUCSON BRAND Brand Position For those who venture off the beaten path, Tucson is proud to be a little out there; a natural oasis from the unoriginal and pretentious that inspires the free spirit in us all. Brand Promise Tucson inspires a sense of freedom among all who visit. Freedom of thought and expression. Freedom to discover and explore. And the freedom to be yourself. Brand Anthem In this world there are two kinds of people: Those who want to be seen, and those who see. The free thinkers. The free spirits. The free at heart. Welcome to a place that s comfortable with who it is. Offbeat. Off the beaten path. The genuine article. Where the surroundings surround you. Cultures, ideas and flavors unite to form a place with the power to let you be you. Never bound by expectations, conventions or rules. Open to every possibility. Brand Essence Free Yourself. Brand Values Tucson is: Liberating Free-Spirited Personal Genuine Comfortable Brand Experience A little out there. Surroundings that surround you. Freedom to roam. Open minds. Brand Voice Offbeat Unpretentious Relaxed Refreshing Energizing PAGE 1

4 THE LOGO The Tucson logo consists of a type design with a representation of the iconic mountains and Saguaro cactus within the o in Tucson. The full-color version of the logo is a three-color design where each color represents a vibrant color found in Tucson. This three-color version, or a reversed-out white version, is the preferred treatment of the logo and should be used whenever possible. All letters should align on top and with the top of the horizontal crossbar of the t. The word Visit should span the width of the letters u and c. Center lines should be centered within each letterform and knocked out, allowing background to show through. Angles of the Saguaro cactus and the mountains should match the angles found in the letterforms c and s. All letters should align on baseline of logo. Visit Tucson URL included below logo Registered trademark symbol placed at bottom left of letter n. PAGE 2

5 LOGO VERSIONS As a Visit Tucson partner you have exclusive rights to use both Visit Tucson and Visit Tucson Partner logos. Please do not modify or break apart either of these logos in any way. Read further for specifics on how and when to use each logo. Visit Tucson Logo This version of the logo should be used on any web or print materials that are meant to note Visit Tucson as being an event sponsor or resource for information/services. This logo version should always be presented with the registered trademark symbol and the visittucson.org website URL below it. If you use this graphic on any website or online materials Visit Tucson kindly asks that you link it to Visit Tucson Partner Logo This version of the logo should be used on any web or print materials indicating that your business is a partner of Visit Tucson. This logo may only be used by current partners of Visit Tucson should always be presented with the registered trademark symbol. If you use this graphic on any website or online materials Visit Tucson kindly asks that you link it to PAGE 3

6 LOGO COLORS Primary Color Palette (Logo Colors) The full-color version of the logo is a three-color design consisting of PMS 377 (Saguaro Green) for the lettering and PMS 1375 (Sunset Sky Orange) for the top part of the O and PMS 254 (Mountain Vista Violet) for the lower part of the O. These are the three primary brand colors. They should be used when trying to match any of the colors in the logo(s). SAGUARO GREEN PMS 377 CMYK - C:60, M:22, Y:100, K:4 RGB - R:116, G:153, B:62 WEB - #74993E SUNSET SKY ORANGE PMS 1375 CMYK - C:0, M:45, Y:96, K:0 RGB - R:248, G:156, B:36 WEB - #F89C24 MOUNTAIN VISTA VIOLET PMS 254 CMYK - C:44, M:100, Y:0, K:0 RGB - R:155, G:38, B:143 WEB - #9B268F PAGE 4

7 LOGO SIZE RESTRICTIONS Preferred negative-space margin Negative Space The logo must always have a white or negative-space margin around it a minimum amount of clear space that is free of text, logos, symbols or other graphic elements. The recommended space should be equal to the height of the sky element found in the o as illustrated to the right. The logo must have this buffer space around it to maintain legibility. No other type, logos, pictures or rules should infringe upon this space. The space should be relative to the size of the logo. Respect this space. Minimum negative-space margin Minimum Size The logo can increase in size as necessary for outdoor signage and advertisements such as billboards or indoor banners. For smaller needs, in order to keep the logo legible, it is recommended that the logo be no less than 1 wide. Special consideration for the media and resolution of the final product should also always be considered. 1 Minimum recommended size for the logo is 1 wide. PAGE 5

8 LOGO USAGE STANDARDS The logo must always be presented in a consistent manner throughout all communications. Under no circumstances should the logo be redrawn, modified, stretched, outlined or altered in any way. Reproduction of the logo must be executed using the approved electronic file and careful consideration taken when placing the logo on photos or colored fields. The following are examples of incorrect usage: Don t use logo on backgrounds that are too similar or busy. Don t use logo on backgrounds that are too similar or busy. Don t reverse the colors. Don t add drop shadows. Don t change the colors. Don t stretch or squeeze. Don t apply gradients or effects. Don t alter the shape. PAGE 6

9 DIVISION LOGOS There are individual logos for each of the three divisions of Visit Tucson: Vamos a Tucson, Visit Tucson Sports and Film Tucson. These logos and their respective colors are shown to the right. All usage standards and restrictions applied to the Visit Tucson logo also apply to each of the division logos. If needed, division logos can be provided to Visit Tucson partners by request. VAMOS MORADO PMS 2592 CMYK - C:50, M:89, Y:0, K:0 RGB - R:145, G:64, B:153 WEB - # VAMOS ROJO PMS 485 CMYK - C:5, M:98, Y:100, K:0 RGB - R:228, G:37, B:38 WEB - #E42526 SPORTS BLUE PMS 3025 CMYK - C:100, M:65, Y:37, K:21 RGB - R:10, G:77, B:113 WEB - #004D71 SPORTS GREY PMS WARM GRAY 10 C CMYK - C:50, M:50, Y:54, K:17 RGB - R:123, G:109, B:101 WEB - #7B6D65 FILM GOLD PMS 146 CMYK - C:27, M:59, Y:100, K:12 RGB - R:171, G:107, B:14 WEB - #AB6B0E FILM RED PMS 1665 CMYK - C:6, M:87, Y:100, K:1 RGB - R:226, G:67, B:1 WEB - #E24301 PAGE 7

10 FREE YOURSELF Free Yourself is the essence of the Tucson brand. The words inspire a sense of freedom among all who visit. Freedom of thought and expression. Freedom to discover and explore. And the freedom to be yourself. The Free Yourself mark can only be used when adhering to the visual standards to the right. The mark should always be used as a stand-alone item, never incorporated into a headline or other body copy. In most cases, it should appear with the Visit Tucson logo but not directly above or below it. The Free Yourself mark should always appear with a registered trademark symbol at top-right of the final f. The Free Yourself mark is not a font, but is hand-drawn. Its roughly drawn nature is meant to express the authentic and unpretentious nature of Tucson. It is not a tagline meant to be locked up with the logo, but rather a call to action that can be used to help establish the essence of the brand. The Free Yourself mark must always be presented in a consistent manner throughout all communications. Under no circumstances should the mark be redrawn, modified, stretched, outlined or altered in any way. The Free Yourself mark: PAGE 8

11 FREE YOURSELF IMPROPER USAGE EXAMPLES The following are examples of improper usage of the Free Yourself mark. Don t apply drop shadows. Don t lock up with logo. Don t stretch or squeeze. Only use primary brand colors. Don t alter the shape. Don t apply gradients or effects. VISITTUCSON.ORG in Tucson. Don t use as part of a headline. Don t use mark on backgrounds that are too similar or busy. Don t use colored mark over photos or backgrounds. PAGE 9

12 TYPOGRAPHY Typography plays an essential role in the visual communication of the Tucson brand identity. The brand typefaces are Trash Hand, Museo Slab and Museo Sans. Trash Hand Trash Hand is the typeface that should be used for large headlines and call-outs. It should never be used for full sentences or paragraphs as it can easily become unreadable. Museo Slab Museo Slab is the typeface used for subheads, call-outs, and can be used in the case of a headline that is too long or cumbersome for Trash Hand. Museo Slab can be used for small to medium amounts of body copy when set in a larger point size (13+). Museo Sans Museo Sans is the sans-serif counterpart to Museo Slab. It should be used only for paragraphs and larger amounts body copy or for smallpoint copy such as disclaimers, photo-credits, etc. Trash Hand A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ,. ; :?! $ % & * / < > ( ) { } Museo Slab A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ,. ; :?! $ % & * / < > ( ) { } Museo Slab Weights Italic Italic Italic Italic Italic Italic Museo Sans A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ,. ; :?! $ % & * / < > ( ) { } Type Color Options for type color are either 70% or 100% black or white depending on the usage. In the case of headlines and call-outs one of the brand colors may be used but only against a white or semi-white background. Museo Sans Weights Italic Italic Italic Italic Italic TUCSON BRAND STANDARDS PAGE 14

13 TYPOGRAPHY - WEB SAFE For situations where the specified brand typefaces are not available, such as s, HTML and partner or third party needs. the typeface Arial may be substituted. Arial Bold Arial Bold is the web-safe option for headlines and subheads to replace Museo Slab. Arial Regular Arial Regular is the web-safe option for body copy to replace Museo Sans. ARIAL BOLD A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ,. ; :?! $ % & * / < > ( ) { } ARIAL REGULAR A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ,. ; :?! $ % & * / < > ( ) { } TUCSON BRAND STANDARDS PAGE 15

14 CAMPAIGN IMAGE STANDARDS Photography should reflect a lively, refreshing and colorful Tucson. Scenic shots with real people. Natural and unposed with dramatic angles and lighting, intended to mimic the look of images taken by actual visitors to the destination. When framing shots, include both close-ups and more wide-angle shots. Show the dramatic landscape. Get details and texture. All of these help tell a well-rounded story. TUCSON BRAND STANDARDS PAGE 21