Style CAMPAIGN
GUIDE first edition MARCH 18, 2015
Table of Contents WELCOME
5 / A Note From Us
TYPOGRAPHY
17 / Headlines 19 / Body Copy
CAMPAIGN PLATFORM
7 / Identity Statement 8 / Campaign Franchise 9 / Positioning Line TONE OF VOICE
11 / Verbal Style CAMPAIGN LOGO
13 / Logo Standards 14 / White Space 14 / Variations 15 / Combined Logo
COLOR PALETTES
21 / Primary Color Scheme 22 / Adaptive Color Schemes PHOTOGRAPHY
25 / Style 26 / Treatment 27 / Watercolor Effect 28 / Key Photos 29 / Collage Elements
Welcome
welcome
A Note From Us
A Note From Us Thanks for reviewing Visit Central Florida’s “Choose Everything” campaign style guide.
To achieve full impact and break through clutter, any campaign must have “sameness” across all media. Random designs that don’t fit with an established style are the arch enemy of the campaign effect. With that in mind, it is our hope you’ll consult this guide before creating any communications piece that will become a part of the Choose Everything campaign. You’ll find helpful visual application examples of all design elements and how they should be applied to various printed and digital elements that will live in the context of the campaign. If you do end up having questions, we’ve included contact information in the back of the guide. Don’t hesitate to ask!
5
Campaign Platform
campaign platform
IDENTITY STATEMENT Central Florida’s Polk County finds itself in a unique and enviable position – literally – that provides it with a tourism identity no other county or region in Florida can as easily claim. That identity is steeped in two important realities:
1. The existence of unique and diverse
2. Its centralized proximity to ten megaregion
indigenous attractions – established jewels
counties, several of which are home to
such as Bok Tower Gardens and other
world-famous Florida attractions such as
new and exciting family spots such as
Disney World and the perennially favored
LEGOLAND Florida.
west coast beaches.
®
Because of these two realities, our area can reasonably claim to offer prospective visitors a “best of Florida” tourism experience that could appeal to people of all ages and leisure preferences. By using Polk as their home base, they can have at their disposal numerous vacation experiences from which they build a variety of itineraries – in other words, stay in Polk County and see it all ...
IDENTITY STATEMENT
7
8
Campaign Franchise
campaign platform
Campaign Franchise A brief, “own-able” expression of the campaign platform – the elevator speech.
“Unlike other isolated or homogenous Florida destinations, only Central Florida’s Polk County offers visitors the unrivaled combination of unique, homegrown vacation experiences along with quick and easy access to numerous other best-of-Florida attractions.”
campaign platform
Positioning Line The campaign language distilled down to the least common denominator – creatively expressed to connect in a fun and authentic way with target audiences.
CHOOSE
Positioning Line
9
of Tone
Voice
tone of voice
Verbal Style
Verbal Style Just as it’s crucial to establish and maintain a consistent design look, it’s just as important to do the same when using words to communicate and reinforce the campaign idea.
Verbal style for the “Choose Everything” campaign should work hard to dramatize the campaign platform in consistently creative and interesting ways. Avoid tourism language clichés, such as words and phrases like “discover” “explore” “see for yourself” “your paradise awaits” et al. Expressions should be unique, vivid, empathetic and personalized to target audiences. Wherever possible, pack a “what’s in it for me” benefit into headlines and subheads. This technique will help the campaign messages compete for mind space in an increasingly cluttered world where, unfortunately, readers have become scanners. Word counts should be as low as possible, especially in paid media applications. The purpose of most, if not all, of these is to “tease” audiences into visiting the VCB website where comprehensive information will be available.
11
Campaign
Logo
campaign logo
Logo Standards
ONE COLOR
WHITE ON COLOR
Logo Standards
13
14
White SPace
campaign logo
White SPace
Variations
Please give the logo appropriate breathing room.
Only the below variations of the Choose Everything logo are approved:
x = height of “g�
campaign logo
Combined Logo
CHoose
EVery†hing
in
CHoose
EVery†hing
in
Combined Logo
15
T ypography
typography
Headlines
Headlines
Required typefaces chosen to convey the personality of our campaign Two typefaces, Citronela and Aracne, work in tandem to deliver our messages in a branded way. The bubbly character of Citronela helps balance the heaviness of the collage-based layout and creates an exuberant attitude. Paired with an all-caps, hand-written Aracne Condensed keeps the casual character but allows Citronela to be used for key words in the headline.
CITRONELA BOLD Note: Citronela Bold contains many glyphs for a variety of stylistic alternate letters and ligatures. Open the Opentype & Glyphs panel in inDesign, Illustrator or Photoshop when setting type to explore your options.
dk Th lk
Citronela Display and Citronela Text are available as alternate typefaces when the strong personality of Citronela doesn’t fit the tone of the material. (Use sparingly and at the designer’s discretion.)
AaBcCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXx YyZz!@#$%1234567890 Citronela Display Citronela Text
17
18
Headlines
Headlines
typography
ARACNE CONDENSED REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%1234567890 Aracne Regular
combined type usage
typography
Body Copy
Body Copy To balance the vibrant personality of our headline fonts, Roboto, a clean sans-serif typeface family was chosen to give us the flexibility needed and superb readability for body copy.
ROBOTO
AaBcCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz !@#$%1234567890 Thin Thin Italic
Condensed Light Condensed Light Italic
Light Light Italic
Condensed Regular Condensed Regular Italic
Regular Italic
Condensed Bold Condensed Bold Italic
Medium Medium Italic Bold Bold Italic Black Black Italic
Note: Roboto and Roboto Condensed are distributed by Google for free, under the Apache Software license. Download it from google.com/fonts/specimen/Roboto.
19
Color Palettes
color palettes
Primary Color Scheme
Primary Color Scheme Our core colors are what gives us our personality.
A unique approach to this marketing campaign is what we call adaptive color schemes. The primary color scheme, designated for general applications, is colorful, cheerful and feminine. By adjusting the hue and saturation of those tones, we can adapt the color scheme to work with all audiences while maintaining a consistent look. The brand colors consist of a neutral, red/orange, yellow, green and blue.
RED/ORANGES NEUTRAL/PINK YELLOWS
GREENS
BLUES
21
22
Adaptive color schemes
color palettes
Adaptive color schemes Example palettes inspired by the photography and collage elements included in the layout.
RED/ORANGES NEUTRAL/PINK YELLOWS
OUTDOORS
SPORTS
ARTS
KIDS
GREENS
BLUES
The Choose Everything style includes a useful and flexible adaptive color scheme, which can be applied in a wide spectrum of applications targeting interests, activities and gender.
color palettes
ARTS & CULTURE Inspired by the sculptures, gardens, museums and architecture of Polk County, the Arts & Culture color palette was designed to be cheerful and elegant.
Adaptive color schemes
OUTDOOR & NATURE ACTIVITIES
SPORTS & LANDSCAPES
Inspired by the colorful landscape and exciting activities of our outdoor & nature activities market, this color palette consists of vibrant, saturated colors.
Our wonderful Central Florida climate is inspiration for the Sports & Landscapes color palette, consisting of mostly blues and greens.
* Note: these banners are early proofs of concepts. The key photos are just place holders.
23
Photography
photography
Style Photos show models enjoying Central Florida amenities and attractions. Stylistically, they are spacious, actionpacked and feature natural smiles and authentic emotions. When possible, lens flare effects have been applied, which reinforces our naturally sunny climate.
Style
25
26
Treatment
photography
ORIGINAL FILTERED
Treatment We have created a Photoshop filter to adjust the curves and add a subtle vignette effect to the photos. This treatment is not required for all photos and can be adjusted to suit the design.
Note: You can install the Photoshop action to run on the photo. This provides a starting point with the layers created automatically for the effect but can be adjusted to suit the design.
photography
Watercolor Effect When a photo needs to stand alone without the standard collage-based layout and layered watercolor paper background, we can apply a watercolor effect to the edges of the photo to add some interest and create consistency in ads.
Note: Using watercolor brushes to mask the photo to reveal the water color textures creates a more interesting effect than a simple gradient feather.
Watercolor Effect
27
28
Key Photos
photography
Key Photos The key photos are framed in polaroid-like frames to appear as family or personal snapshots. Using a thick white border with a subtle inset shadow and drop shadow allows the photo visual separation from the rest of the layout. Key photos should always feature clean, uncluttered backgrounds. This provides contrast with the surrounding collage elements.
photography
Collage Elements We have a library of “no background� photos designated for use in the collages. The elements chosen depend on the market/use of the particular application.
Key Photos
29
For information regarding this document, please contact: Mark Adkins | Creative Director
Tiffany Taunton | Designer
Clark/Nikdel/Powell
Clark/Nikdel/Powell
863.299.9980 ext. 1026
863.299.9980 ext. 1037
mark@clarknikdelpowell.com
tiffany@clarknikdelpowell.com
PREPARED BY L AST UPDATED
Clark/Nikdel/Powell March 18, 2015 12:45 PM