B R A N D I N G
G U I D E
TABLE OF CONTENTS Purpose of this Guide.......................3 Positioning Statement................4–5 Brand Personality........................6–9 Visual Identity.........................10–15 Application & Questions...........16–18 2
Purpose of this Guide
Our brand shapes the perceptions of customers, employees, and the community. It is squarely on our shoulders to author and safeguard how we want to be perceived. To give you the tools to tell our story, we have provided the guidelines ahead. This brand guide will assist you, and all of our employees and partners, with the use of our logo and how to convey who we are in a correct and consistent way.
3
POSITIONING STATEMENT
4
Lansing Center’s Positioning Statement Driven by caring and creative staff, Lansing Center is Michigan’s solution-focused venue. We are dedicated to creating unique personalized experiences for our customers and attendees.
5
BRAND PERSONALITY 6
Brand Personality It is through the language that we speak, our tone and voice, that lets the world experience our brand. The way we speak, whether through email or face to face, represents Lansing Center’s style, personality, and attitude in a very real way. It is our job to make sure that all of our communications are consistent with the brand personality traits on the following pages.
7
Solution-focused We will always work together to find a satisfactory solution. Our willingness to find a way is one of our strongest competitive advantages.
Gracious We understand that our clients have many options when it comes to choosing a venue for their events. To help convey our gratitude, we are gracious hosts, showing empathy when needed and a welcoming spirit as if they were guests in our own home. 8
Lansing Center Branding Guide | Brand Personality
Reliable We are always available when our customers and team members need us. We are upfront, honest, and we do what we say we will do; no exceptions.
Innovative We’re forward-thinking and inventive to make our clients’ and team members’ lives better by improving their event experience.
Timely Being timely shows we value and respect those around us. It is a critical element for ensuring our events are the best they can be. We should strive to meet or exceed expectations and promises of timeliness. Lansing Center Branding Guide | Brand Personality
9
VISUAL IDENTITY
10
Visual Identity One of the easiest and most consistent ways we can tell our brand story is through our visual identity. These components of our brand are seen by customers, employees, and the community. It leaves an impression that is remembered long after, even if only subconciously.
11
The Logo The top three examples to the right are acceptable ways of reproducing Lansing Center’s logo. For internal documents or external customer/partner usage, contact the marketing department for Lansing Center’s official logo. The logo has been designed to reproduce at a minimum width of 1 inch. There is no maximum reproduction size of the logo. Clear Space The area of clear space is defined by using 1/3 of the height of Lansing Center’s logo referred to as x. A margin of clear space equal to 0.3x is drawn around the logo to create an invisible boundary of clear space.
12 12
For example: logo height = 1 inch clear space = 1/3 inch around all sides of the logo
0.3x
0.3x
0.3x
0.3x
Lansing Center Branding Guide | Visual Identity
Lansing Center Aquamarine Green
Pantone: 3295 C CMYK: 80 33 60 14 RGB: 51 122 108 HEX: #337A6C
These are our primary colors for text and headers.
Black
CMYK: 0 0 0 100 RGB: 0 0 0 HEX: #000000
Lansing Center’s logo should primarily be shown in color, preferably with the appropriate Pantone colors as shown to the left. When this is not possible, such as black-and-white print ads, the logo may be black. Percentage tints can be used in any of these colors.
Lansing Center Charcoal Grey Pantone: 445 C CMYK: 14 39 85 1 RGB: 78 88 89 HEX: #4E5859
Lansing Center Burnt Orange Pantone: 717 C CMYK: 9 79 100 1 RGB: 220 88 33 HEX: #DC5821
Lansing Center Gold Pantone: 7563 C CMYK: 14 39 85 1 RGB: 219 159 68 HEX: #DB9F44
Lansing Center Branding Guide | Visual Identity
Colors The colors used within Lansing Center’s logo are a distinguishable element of our identity. It is important to be consistent in the use of color.
These colors are used mainly as accents within designs. Lansing Center charcoal grey is used to accompany the logo if it is shown alone.
When using a solid color in the background, Lansing Center’s logo should be reversed (white). Lansing Center’s logo should be as prominent as possible. It is important that background colors provide sufficient contrast with the logo.
13
Misuse of the Logo The examples to the right are unacceptable ways of reproducing Lansing Center’s logo. If you see Lansing Center’s logo being used incorrectly, contact the marketing department immediately. The graphic design coordinator will handle all disputes with the misuse of Lansing Center’s brand and logo.
Do not scale disproportionately.
Do not change the colors.
Do not rotate.
Do not reproduce in color on a dark background.
Do not abstract or distort in any way.
Retired Logos The logos shown here are retired, and should not be used, especially on any newly produced items for Lansing Center. If the logo or mark has not been grandfathered into the new branding system, it is most likely retired. Contact the marketing department for access to the official Lansing Center logos.
14
w w w . l a n s i n g c e n t e r . c o m
w w w . l a n s i n g c e n t e r . c o m
Lansing Center Branding Guide | Visual Identity
Myriad Pro Bold Condensed
Myriad Pro Condensed
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Minion Pro Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Minion Pro Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Minion Pro Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Lansing Center Branding Guide | Visual Identity
Typography Consistent use of typography, as with other graphic elements, helps to maintain a strong brand. All business documents and signage require the use of these fonts. Within platforms such as email and mobile devices, Calibri is the selected font. Titles Myriad Pro Condensed Bold is the selected font for all titles. Body Copy Minion Pro is the selected font for all body copy. It is recommended that regular weight be used for body text, and bold and italic weights only be used when appropriate. Please contact the marketing department for assistance with access to the official fonts if you find they aren’t on your computer. 15
APPLICATION & QUESTIONS 16
August 31, 2014 Mr. John Doe, On behalf of Lansing Center, I’d like to thank you for your interest in hosting the Sample Event at our state-of-the-art facility on October 10, 2015. We welcome the opportunity to host your event, and are confident that you will find Lansing Center to be the ideal venue for your Meeting.
PHONE
517.483.7400 ex. 411
FAX
517.483.7439
Chris@lepfa.com
333 E. Michigan Ave. Lansing, MI 48933
As a world-class convention facility, the Lansing Center continues to attract groups like yours throughout Michigan and across the United States. Your attendees will enjoy our building with: • Over 120,000 square feet of spacious meeting and exhibit space • State-of-the-art audio/visual services • Robust wireless Internet • Full service Event and Catering departments; Top notch service by experienced professionals After reviewing the information about your event I received in the form of a Bid Request from Cvent, I am pleased to make the following exhibit and meeting space recommendations for your group. Date 10/10/15
Start Time 8:00 AM
End Time 5:00 PM
Function Meeting
Room M201
Setup Classroom
Again, John, we would be honored to host the Sample Event at our facility on October 10, 2015. The space you have requested is available and will be held for you on a prospective basis until September 7, 2015, at which time I understand you anticipate a decision will be made. Once receiving a confirmation from you, I will issue a contract for this event. Thank you for the opportunity to present you with this proposal. If you have any questions about the use of our facility or if any adjustments need to be made to this proposal to make the prospect of the Lansing Center more appealing, please let me know. You may contact me at 517-483-7400 ex. 411. Sincerely, Chris P. Bacon Captain of Industry
Lansing Center Branding Guide | Application & Questions
Letterhead & Business Documents Lansing Center’s letterhead is 8.5 inches wide by 11 inches tall. The recommended typing format is shown here. Please follow this style for consistency. The font that is to be used for body copy is Minion Pro, with a type size of 12 point. The font that is to be used for titles is Myriad Pro Bold Condensed, with a type size of 12 points. Please contact the marketing department for assistance with access to the official fonts if you find they aren’t on your computer. An individualized letterhead template can be made quickly upon request by the marketing department and placed into a Word template for ease of use and printing.
17
Email & Email Signatures See the example to the right for the styling. The background is to remain white, and the font used is Calibri set at 11 points. The marketing department can quickly create and edit email signatures to ensure a clean and consistent look. Signage All building and directional signage should be developed in cooperation with the marketing department.
Welcome to the Lansing Center January 21, 2015
Templates for specific sizes and types of signage will be made accessible but should be used only as a last resort.
Michigan Chapter Society of Government Meeting Professionals Rooms 204-205 Kellogg Foundation Training Governors Room
Under no circumstances should unnapproved signs be posted in customer- or employee-facing areas.
18
OUT OF ORDER Lansing Center Branding Guide | Application & Questions
Marketing Request Forms An example of the marketing request form is shown to the left. To submit these requests electronically, the form is here: \\lepfa01\shared\Marketing\ Marketing Request Form\Forms. Hard copies are located on Maurica’s office door and can be filled out and returned. Questions? If you have any questions about this guide, please contact Maurica at maurica@lepfa.com.
Usage Restrictions From food display carts and new inlay carpet, to sponsorship documents and presentations, the marketing department must be involved in safeguarding our brand. Anything that can affect the message we are sending to our customers, employees, and the community needs to reflect our brand. We encourage outside companies that do business with us to use our brand. However, to ensure we don’t lose control over the message we are sending, contact the marketing department with any requests to use elements of our brand. Lansing Center Branding Guide | Application & Questions
19
Contact To contact Lansing Center’s marketing department, please email Maurica James, the Graphic Design Coordinator at maurica@lepfa.com, or call 517.483.7400 ext. 214.