BRAND GUIDEBOOK
CONTENTS introduction
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vision statement
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mission & focus areas
organizational goals
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go to market strategy
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positioning
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brand anthem
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visual identity
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logo usage
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tagline
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color palette
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brand family
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brand architecture
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typography
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stationery
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recognizing partners
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INTRODUCTION The following pages contain detailed instructions for usage of the Greenville Chamber branding devices in a variety of applications. The purpose of this graphic standards guide is to provide direction for establishing a single, consistent image that helps build brand equity and identity. This unified approach, when applied across every level of visual communication for Greenville Chamber will create focus internally and ensure external audiences understand who Greenville Chamber is, what we can do, and how our product and services can benefit them. It is imperative that these guidelines are adhered to at all times. There are to be no exceptions as we seek to create a nationally-known and recognized Chamber of Commerce.
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VISION STATEMENT
( WHO WE ARE )
A globally competitive Upstate economy where businesses succeed and people prosper.
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MISSION STATEMENT
( HOW WE ARE GOING TO GET IT DONE )
Our mission is to lead, convene and mobilize the business community to drive regional economic growth.
FOCUS AREAS
Advocate for policies that promote business growth AND oppose policies that stifle growth. Connect businesses to clients, programs and resources that will help their businesses grow. Develop our next generation of business leaders and community stakeholders. Advance our region by working with area partners to attract, develop and retain talent, and expand our entrepreneurial ecosystem. Include all stakeholders in initiatives that allow all citizens opportunities to share in the Upstate’s economic prosperity.
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INTERNAL ORGANIZATIONAL GOALS Build on past successes. Deliver transformative value and exceptional service. Be a great place to work.
Success is never owned; it is only rented – and the rent is due every day. - Rory Vaden
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GO TO MARKET STRATEGY A MARKET-DRIVEN BRAND The Greenville Chamber is a Market-Driven Approach with a Unified Brand. This means we are a brand that is built solidly in all markets using the same Greenville Chamber brand promise. That promise is to create an environment that allows Greenville to become a more prosperous place to live for all. To be successful, there must be intimate knowledge of all end users and influencers in the market. The center of the Greenville Chamber core always needs to be the end user. Put all emphasis on the core brand as the answer to any goal or obstacle.
BRANDED HOUSE All sub-brands use the same master brand and only differentiate in their descriptions.
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POSITIONING 1. The competitive positioning on the right is based on brand messaging, and research-based true end-user understandings of the brand. 2. Concerning positioning: CHAMBER should be less concerned with the competitive positioning but instead find the best place it can occupy in the mindset of the end-user 3. Find that market position the CHAMBER can own that’s: • Relevant to the end user • Differentiated from all other offerings • Consistent with the corporate brand
POSITIONING TRIANGLE CUSTOMER INTIMACY
PRODUCT INNOVATION
PRICE/VALUE
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POSITIONING STATEMENT A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. Though it may read like something from your promotional materials, your positioning statement is an internal tool. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. A good positioning statement is a guidepost for your marketing efforts. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. Here are six keys to keep in mind: • It is simple, memorable, and tailored to the target market. • It provides an unmistakable and easily understood picture of your brand that differentiates it from your competitors. • It is credible, and your brand can deliver on its promise. • Your brand can be the sole occupier of this particular position in the market. You can “own” it. • It helps you evaluate whether or not marketing decisions are consistent with and supportive of your brand. • It leaves room for growth.
ELEMENTS
POSITIONING STATEMENT
Target
For businesses who want to engage with like-minded individuals with a desire to come together and exchange ideas, to create opportunities amongst one another and to create commerce for a more prosperous community to live
Brand
GREENVILLE CHAMBER
Competitive Frame
is the first-choice resource and information gateway where business growth is united with community prosperity
Unique Selling Proposition
that offers smart and innovative programs for helping both companies and the community flourish by being the voice of business, for business.
Reasons to Believe
1.
Chamber’s team of experts; that provide
2.
insightful economic scorecard data;
3.
innovative and alternative funding opportunities for high-impact entrepreneurs;
4.
create collaborative programs that generate a stronger commercial environment within the community.
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BRAND ANTHEM Why do we do what we do? Why do we strive to create an environment that’s so welcoming to business and so constructive to the community? Why do we seek to create an atmosphere of community, cordiality and connection? Why do we encourage consensus and bridge-building rather than dissent and discord. Why do we contend that to truly move forward, to truly help businesses grow and cooperation. Why do we know this so completely and do it so well? Perhaps it’s in our willingness to buck the trends, to challenge the naysayers and to do what matters. Perhaps it’s in the spirit that re-built a downtown from debris into a diamond. That took us from mill villages to art villages…
From a dining desert to a culinary mecca… From a steady decline to a rising tide. There is a spirit here that permeates the air… That infuses our actions… And that emanates from organizations like the Greenville Chamber… That understand the power of progress and how to harness it. We are not a city that settles. We don’t settle in. We don’t settle down. We don’t settle for less. We just achieve things differently here. We achieve them with innovative smarts. We achieve them with meticulous skill. We achieve them with an open heart. And we achieve them with an ear to the ground, and an eye towards the future. We are the Greenville Chamber. We create the environment that creates businesses and jobs and success and community well-being. We pave the road that leads to opportunity. We are the Greenville Chamber. We do the things that help great things happen. We do the things that change things for the better. We are the Greenville Chamber.
Let’s do something that matters today.
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VISUAL IDENTITY Our logo is clean, simple and sophisticated. It is the face of Greenville Chamber,
simplicity of color and design.
Truth is ever to be found in the simplicity, and not in the multiplicity and confusion of things. - Sir Isaac Newton
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THE LOGO
This logo represents Greenville. It gives a nod to the iconic bridge and includes a path showing that the Chamber is always moving forward to get to a point that matters. The mosaic colors represent the diversity of the community and the constituents the Chamber serves. The green color variations are the green colors that are in the area organizations logos. And by including their colors, the Chamber represents the uniting force to bring the entities together to move this community forward positively.
But most importantly, the logo gives a more modern and innovative feel to the Chamber.
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LOGO USAGE
Preferred
Horizontal Version
Vertical Version
One Color
One Color
Vertical Version
Horizontal Version
Reversed
Reversed
Vertical Version
Horizontal Version
Space equal to the length “h”in the Greenville Chamber logo should remain free of any type on all four sides. This rule applies at any size. If the “h” or type in general is displayed at 1” tall, then the clear space around the logo should be at least one inch all around. If, for instance the logo is used in a large application and the “h” is 1’ tall, then the clear space around the logo should be at least one foot all around. No Fly Zone
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INCORRECT LOGO USAGE
DO NOT STRETCH OR DISTORT
DO NOT USE UNSPECIFIED
LOGO
COLORS
DO NOT PUT COLOR LOGO
DO NOT REARRANGE LOGO
BEHIND COLOR OR BUSY
ELEMENTS
BACKGROUNDS
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GREENVILLE CHAMBER TAGLINE
Let’s do something that matters today
of the brand and in the Chamber’s case, be used as a motivational mantra both internally and externally. Ideally, your tag line is also memorable and helps your target audience relate to your business, and if used correctly, a tag line can be a powerful part of your marketing strategy as it will reside on every piece of marketing material to deliver that consistent voice to the end user. There are two ways to present a tag line – within the logo or a part from the logo. We recommend that the tagline be used both ways. 1. Use the logo with the tagline whenever the Greenville Chamber parent brand is being presented – so all promotional or communication materials. 2. Do not use the tagline within the logo when promoting division or product brands to avoid the visual clutter. However, the tagline must be represented in the materials and be treated as a headline or sub-head in all materials.
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TAGLINE USAGE
Vertical Version
Horizontal Version
One Color
One Color
Vertical Version
Horizontal Version
Reversed
Reversed
Vertical Version
Horizontal Version
Space equal to the length “h”in the Greenville Chamber logo should remain free of any type on all four sides. This rule applies at any size. If the “h” or type in general is displayed at 1” tall, then the clear space around the logo should be at least one inch all around. If, for instance the logo is used in a large application and the “h” is 1’ tall, then the clear space around the logo should be at least one foot all around.
No Fly Zone
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PRIMARY AND SECONDARY COLOR PALETTES
MAIN COLORS COATED
MAIN COLORS UNCOATED
SECONDARY COLORS
PMS 376 C 54 M 00 Y 100 K 00 R 106 G 171 B 53 HEX #6aab35
PMS 348 C 96 M 02 Y 100 K 12 R 53 G 132 B 90 HEX #35845a
PMS 381 C 25 M 00 Y 98 K 00 R 184 G 215 B 52 HEX #b8d734
PMS Cool Gray 6 C 16 M 11 Y 11 K 27 R 165 G 164 B 168 HEX #a5a4a8
PMS 376 C 48 M 00 Y 95 K 04 R 106 G 171 B 53 HEX #6aab35
PMS 348 C 82 M 01 Y 94 K 09 R 53 G 132 B 90 HEX #35845a
PMS 381 C 25 M 00 Y 83 K 00 R 184 G 215 B 52 HEX #b8d734
PMS Cool Gray 6 C 19 M 11 Y 11 K 28 R 165 G 164 B 168 HEX #a5a4a8
PMS 7688 C 64 M 29 Y 5 K 0 R 90 G 154 B 203 HEX #5a9acb
PMS BRIGHT RED C 0 M 82 Y 77 K 0 R 253 G 82 B 63 HEX #fd523f
PMS 7408 C 3 M 44 Y 99 K 0 R 241 G 156 B 29 HEX #f19c1d
PMS 2735 C 69 M 74 Y 0 K 0 R 102 G 89 B 177 HEX #6659b1
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BRAND FAMILY AND COLORS Pantone Colors PMS 376 green 381 lime green, 348 dark green Cool Gray 6
PMS 7688 light, 7691 dark Cool Gray 6
PMS 376 light, 348 dark Cool Gray 6
PMS 7408 light, 145 dark Cool Gray 6
PMS Bright Red light 1807 dark, Cool Gray 6
PMS 2735 light, 282 dark Cool Gray 6
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BRAND ARCHITECTURE STRUCTURE PARENT BRAND Greenville Chamber Used whenever we are talking about any product or solution that is a property of the Chamber. Used whenever we are referring to the Chamber in a corporate/broader sense.
DIVISION BRAND Greenville Greenville Greenville Greenville Greenville
Chamber Chamber Chamber Chamber Chamber
Advocacy Business Growth Diversity & Inclusion Economic Competitiveness Leadership Development
The primary brand for everything the division does and offers. To be the brand on all literature and referred to as the brand that is offering the products/solutions.
PRODUCT BRAND Greenville Greenville Greenville Greenville Greenville Greenville Greenville Greenville Greenville Greenville
Chamber Chamber Chamber Chamber Chamber Chamber Chamber Chamber Chamber Chamber
Advocacy Committees Minority Business Accelerator Women at Work Business Growth for Starts Ups Business Growth for Entrepreneurs Accelerate Campaign Intercommunity Visits Economic Competitiveness Scorecard Leadership Development for Young Professionals Leadership Greenville
Should always be linked to the Chamber brand and Division brand whenever possible by name, but always be linked to the division by color (see brand family).
FEATURE BRAND Greenville Greenville Greenville Greenville Greenville Greenville Greenville
Chamber Chamber Chamber Chamber Chamber Chamber Chamber
Environmental Issues Committee Healthcare Summit Friday Forum Business After Hours ACE Leadership Symposium ATHENA Leadership Symposium Economic Issues Updates
Should be linked to the Chamber brand whenever possible, and be linked to the division by color (see brand family).
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TYPOGRAPHY The main Greenville Chamber typeface is Proxima, a contemporary, sansserif type family that gives the Greenville Chamber brand a sophisticated and modern feel. This font may be used for headlines, subheads, or any time that type must be accented and is minimal. The font family Avenir is to be used for large quantities of text, such as body copy. For internal documents, such as PowerPoint presentations, Word documents, and e-mails, the typeface Verdana may be substituted for Proxima or Avenir. Neutra is the typeface used for the Greenville Chamber logo and should NOT be used in anyway except in parent, division, product or feature branded logos or logotypes (see brand architecture structure).
NEUTRA -
AVENIR -
Logos only
body copy
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
GOTHAM -
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
headlines, copy
Gotham XLight abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Gotham Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Gotham Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Gotham Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
PRIMA SANS ROMAN -
web
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
STATIONERY
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RECOGNIZING TRUSTEE INVESTORS AND PARTNERS TRUSTEE INVESTORS • Chamber website home page • Throughout the Chamber facility • Banner in lobby • Banner in atrium • Logo on lobby screen • Banner at all Chamber events • For moving meetings, agendas/communications sent prior to the event should include signature (ex: ILV, DC trip, LG days, etc…) • Signature in all communications (Outlook emails, eblasts, Weblink, etc...)
PARTNERS • Eblasts for events/programs within designated focus area • Banner at focus area events • For moving meetings, agendas/communications sent prior to the event should include Partner signature • Logo on website Partner signature is not necessary in Outlook emails
ALL CHAMBER EVENTS SHOULD INCLUDE... • • • •
Trustee Investor Banner Partner Banner when necessary Podium sign when possible Updated Greenville Chamber logo on any event materials
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