IDENTITY GUIDELINES MANUAL
Updated June 2nd, 2017
INTRODUCTION
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It is critical to our success that we use our Brand’s logos in a consistent, meaningful, and targeted way. Very often the first impression people have about the Lake Elsinore Casino Brand is when they see it’s logo. To abuse our identity is worse that not using our identity at all. The following pages will show you when, where, and how to use the Lake Elsinore Casino Brand Logo to achieve maximum branding on communications. To obtain Lake Elsinore Casino, Cj’s Sports Grill & Turf Club logos visit: http://lercasino.com/download-logos
CONTENT 3) Logo Evolution 4) Logo Construction & Logo Size 5) Clear Space & Color Palette 6) Southern California Logo 7) Stacked Logo 8) CA’s Friendliest Logo 9) Players Club Logo 10) Site Icon/ Social Media 11) Cj’s Sports Grill & Turf Club 12) Cj’s Logo Construction & Color Palette 13) Cj’s Logo Size & Clear Space
REMINDER Typeface choice. When choosing a typeface for communications, select a font(s) which does not resemble the letters of the Lake Elsinore Casinoin any way. This is imperative to ensure the uniqueness and prominence of the Lake Elsinore Casino branding. Lake Elsinore Casino in text. Lake Elsinore Casino is always spelled with the “L”, “E” and “C” in capital letters; in headlines, in text, at the beginning of a sentence, always. This is as much of Lake Elsinore Casino brand recognition as our Logos. Please make every effort to make this happen. Exception: If a headline style is all capital letters, Lake Elsinore Casino can be all capitalized too.
LOGO EVOLUTION
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Circa: 0000 - 0000 NO LONGER IN USE
Circa: 0000 - 0000 NO LONGER IN USE
Circa: 0000 - 0000 IN USE
Circa: 0000 - 0000 IN USE
LOGO CONSTRUCTION
“inore”
LOGO SIZE
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Minimum width 38mm
length = “inore”
Business Card
•At its smallest size, the Wordmark must measure at least 38mm (approximatley 1 1/2 “) long.
The Lake Elsinore Casino Brand Logo is constructed using combination marks (both text and a symbol) that conveys the brand image: • The Wordmark (Lake Elsinore), the Wordmark (Casino), and the spade symbol (♠).
• When scaling the Logo, always maintain its proper proportions. • TIP When scaling logos hold down Shift and drag to scale the selection. • TIP To clone logos hold down Option and drag away to duplicate the selection.
• Always use all the elements together as shown; do not rearrange them. • The length of “Casino” must always equal the length of “inore” in the Wordmark. •The space between the spade and the Wordmark must always equal the space between the “Elsinore” and “Casino” • Never replace the Wordmark fonts or change the Logo element size relationships.
VIOLATION 1) Do not change the Logo element size relationships
CLEAR SPACE
5 •Always maintain the required clear space around the Logo. No text(i.e. “Please gamble respobsibly 1-800-GAMBLER GEGA-000000”), image, right edge, etc., should ever interfere with Logo clear space. • Preferred clear space. This equals the height of “e” and “o” and width of “Lake ♠ Elsinore”.
COLOR PALETTE •#eb2127 color RGB value is (235,33,39). •The process color (four color CMYK) of #eb2127 is 0.00, 0.86, 0.83, 0.08. Web safe color of #eb2127 is #ff3333. Color #eb2127 contains mainly RED color.
•#000000 color RGB value is (0,0,0). This color code is also a web safe color which is equal to #000. •The process color (four color CMYK) of #000000 is 0.00, 0.00, 0.00, 1.00. Color #000000 rgb is equally color.
•#ffffff color RGB value is (255,255,255). •The Logo may be black or white only; this rule applies to all communication materials.
•The process color (four color CMYK) of #ffffff color hex is 0.00, 0.00, 0.00, 0.00. Web safe color of #ffffff is #ffffff. Color #ffffff rgb is equally color.
SOUTHERN CALIFORNIA
The Lake Elsinore Casino “Southern California” Logo elements are: • The Wordmark (Lake Elsinore), the Wordmark (Casino), and the spade symbol (♠) and the Wordmark (Southern California) • Always use all the elements together as shown; do not rearrange them. • The “Southern California” text is used with font Metallophile Sp8 (Light). Tracking is 490pt. • Never replace the Wordmark fonts or change the Logo element size relationships.
(as seen in this “I Got Lucky” t-shirt using as a promotional gift on St. Patrick’s Day 2017)
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STACKED LOGO
The Lake Elsinore Casino “Stacked” Logo elements are: • The Wordmark (Lake Elsinore), the Wordmark (Casino), and the spade symbol (♠) and the Wordmark (Southern California) • Always use all the elements together as shown; do not rearrange them. • The “Southern California” text is used with font Metallophile Sp8 (Light). • Never replace the Wordmark fonts or change the Logo element size relationships.
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CA’s FRIENDLIEST California’s Friendliest Cardroom
California’s Friendliest Cardroom
The Lake Elsinore Casino “CA’s Friendliest” Logo elements are: • The Wordmark (California’s Friendliest Cardroom), the Wordmark (Lake Elsinore), the Wordmark (Casino), and the spade symbol (♠). • Always use all the elements together as shown; do not rearrange them. • The “California’s Friendliest Cardroom” text is used with font Cambria (Bold Italic). • Never replace the Wordmark fonts or change the Logo element size relationships.
(as seen in this Storm Stadium outfield banner advertisement)
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PLAYERS CLUB
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Players Club REWA RDS
The Lake Elsinore Casino Players Club Logo elements are: the Wordmark (Players Club) and the Wordmark (Rewards). • Always use all the elements together as shown; do not rearrange them. • The “Players Club” text is used with font Pharmount. Tracking is 17pt. •The “Rewards” text is used with Proxima Nova Bold. Tracking is 100pt. Color may be changed to correlate with advertising color palette. • Never replace the Wordmark fonts or change the Logo element size relationships. • “Play. Earn. Be Rewarded” is the tag line used for advertising. • GEGA-003654 is required for all advertising.
(as seen in this casino floor media board advertisement)
(current players cards in use)
SITE ICON/ SOCIAL MEDIA
EST. 1973
The Site Icon is used as a browser and app icon. Icon must be square, and at least 512 pixels wide and tall. The Lake Elsinore Casino “ Site Icon” Logo elements are: the “L” & “E” extracted from the Wordmark (Lake Elsinore), and the spade symbol (♠). • Always use all the elements together as shown; do not rearrange them. • Never replace the Wordmark fonts or change the Logo element size relationships. • This icon is to be used for website and social media fuctionality.
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IDENTITY GUIDELINES MANUAL
Updated June 2nd, 2017
CJ’S LOGO CONSTRUCTION
12 The Cj’s Sports Grill & Turf Club Logo elements are:
1)
1) The Wordmark (CJ’s) 2) The Wordmark (Sports Grill & Turf Club) 3) The top layer oval shape 4) The background oval shape 5) The banner shape
2)
• Always use all the elements together as shown; do not rearrange them.
3)
• Never replace the Wordmark fonts or change the Logo element size relationships.
4)
5)
COLOR PALETTE •#5e1020 color RGB value is (94,16,32). •The process color (four color CMYK) of #5e1020 color hex is 0.00, 0.83, 0.66, 0.63. Web safe color of #5e1020 is #660033. Color #5e1020 contains mainly RED color. •#6c6b61 color RGB value is (108,107,97). •The process color (four color CMYK) of #6c6b61 color hex is 0.00, 0.01, 0.10, 0.58. Web safe color of #6c6b61 is #666666. Color #6c6b61 contains mainly RED color.
•#ddddc6 color RGB value is (221,221,198). •The process color (four color CMYK) of #ddddc6 color hex is 0.00, 0.00, 0.10, 0.13. Web safe color of #ddddc6 is #cccccc. Color #ddddc6 contains mainly RED color. •#1c2225 color RGB value is (28,34,37). •The process color (four color CMYK) of #1c2225 color hex is 0.24, 0.08, 0.00, 0.85. Web safe color of #1c2225 is #333333. Color #1c2225 contains mainly BLUE color.
CJ’S LOGO SIZE
13 •At its smallest size, the logo must measure at least 38mm (approximatley 1 1/2 “) long. • When scaling the Logo, always maintain its proper proportions.
Minimum width 38mm
• TIP When scaling logos hold down Shift and drag to scale the selection. • TIP To clone logos hold down Option and drag away to duplicate the selection.
VIOLATION 1) Do not change the Logo element size relationships
Business Card
CJ’S CLEAR SPACE
•Always maintain the required clear space around the Logo. No text, image, right edge, etc., should ever interfere with Logo clear space.