COPYRIGHT © 2023
V ER S I ON
BRAND GUIDE
01
SPRINGFIELD TENNESSEE
INT ROD U C T I O N This style guide has been developed to ensure c onsistent use of the Springfield brand. Please follow the instructions provided. The value of our brand and the investment made toward it can most readily be realized by assuring consistent use.
BRAND LOGO THE HEART AND SOUL OF OUR BRAND IDENTITY
PRIMA RY LO C K U P ONE COLOR The brand logo identifies the Springfield brand as a whole. Use this logo to represent individual locations, products, and merchandise as needed. This logo is a carefully created piece of locked artwork that should not be altered in any way.
ONE COLOR VERSION
S ECO NDA RY LO C K U P H ISTOR IC LO G O Designed specifically to communicate a warm greeting to Springfield.
ICO N When subtlety is desired, the Springfield icon can be used in place of a full brand logo lockup. When this mark is used, ensure that our brand name is visible near or in relationship with the icon. For example, a t-shirt bearing the icon design on the front should have a hang tag which displays our brand name legibly. This will help reinforce brand recognition.
A LT E R N AT E
TAG LINE S The purpose of our brand tagline IS to capture and summarize our brand promise, brand values, and overall experience. The tagline may be used in any marketing materials, advertising, or brand execution where we seek to communicate our personality.
A LT E R N AT E
USAGE HOW TO USE (AND NOT USE) OUR LOGO
S PACING This is the general spacing for the logos. Do not put items within the dotted lines or white space indicated above.
BACKGRO U N D CO N T RO L Our color palette is designed to be flexible. Establish proper contrast between the logo when choosing a background. You may use any of our logos on white backgrounds or on one of our brand colors. Use our logos on a black background very sparingly.
INCO R R E C T LO G O U S AG E
DON’T rotate the logo.
DON’T make alterations to elements within the logo or wordmark that are not consistent with the brand.
DON’T distort, compress or stretch the logo dimensions.
DON’T use gradients or outlines in or on the logo.
DON’T use shadows, bevels or other effects on the logo.
COLORS & FONTS CONSISTENCY TO THE “T”
NAVY
WHEAT GOLD
WHEAT
HEX - #01172E
HEX - #EBC568
HEX - #E8E1CB
CMYK - 95, 80, 50, 65
CMYK - 5, 23, 78, 0
CMYK - 8, 8, 22, 0
RGB - 1, 23, 46
RGB - 235, 197, 104
RGB - 232, 225, 203
PRIMA RY B R A N D CO LO R S The consistent use of color is vital to effective brand recognition. Our brand should always be represented in one of the colors on this page, aside from specific recommendations within this guide. Do not use any other/unauthorized colors.
HEX - #19222B
HEX - #D3CCB6
CMYK - 83, 70, 57, 67
CMYK - 17, 16, 30, 0
RGB - 25, 34, 43
RGB - 211, 204, 182
S ECO NDA RY B R A N D CO LO R S The secondary color palette allows for additional color options for brand execution. Use the expanded colors only sparingly.
BR AND FO N T S We’ve chosen strong, versatile fonts for the Springfield visual identity.
Stranger - Script Texture S P R IN G F IE LD LO G O FO N T
VISUAL ELEMENTS BRAND IDENTITY EXECUTION