TABLE OF CONTENTS The purpose of this book is to bring clarity to the Visit Aurora brand. In these pages you will find information on the your brand platform and message, plus key usage guidelines for the Visit Aurora brand logo, corporate colors, typography and more.
BRAND STRATEGY 2 Unique Selling Propositions
4–8
Brand Story
10
Brand Keywords
12
BRAND EXPRESSION 14 Mood Board
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Photography Style
16
Typography 18 Brand Colors
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BRAND IDENTITY 20 Logo Usage
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BRAND STRATEGY A brand is more than a trademark. It is a trustmark. A brand is a covenant between the organization and the consumer. A trusted brand is a genuine asset.
UNIQUE SELLING PROPOSITION 1
AURORA IS DECIDEDLY, DYNAMICALLY, DIVERSE.
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UNIQUE SELLING PROPOSITION 2
OUR WELCOME MAT IS LARGE AND INCLUSIVE.
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UNIQUE SELLING PROPOSITION 3
AURORA’S TIME IS NOW, WHICH MAKES IT THE MOST EXCITING TIME EVER FOR YOU TO COME SEE IT FOR YOURSELF.
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BRAND STORY
AURORA, COLORADO: NOT JUST A BRAND STORY, A CITY’S STORY. Aurora’s story has been unfolding over the years and now our most exciting chapters are coming to life. Whether you come to work, stay, play or live here, you’ll find a vibrant community full of opportunity, success and new possibilities. We have a vibrant and exciting energy, welcoming the entrepreneurs and innovators of the future, while embracing the diversity, family roots and heart and soul that have made this destination so unique. Spend even a few days here and you’ll see why we’ve become one of the country’s most sought-after destinations. We’re leaders in retail experiences, transportation and urban spaces. We offer you a rich combination of blossoming industry, commerce, hospitality, healthcare, sports and technology.
TRANSFORMATIVE THINGS ARE HAPPENING HERE AND WE CAN’T WAIT TO SAY, “WELCOME TO AURORA” IN ALL KINDS OF EXCITING WAYS.
We’ll welcome you warmly, and happily show you that we are full of passion and purpose. We boast miles of trails and open spaces to connect you with nature. Our cultural diversity translates to amazing places to dine and explore the arts and entertainment. And our opportunities for businesses of all types and sizes are unparalleled.
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BRAND KEYWORDS
VISIT AURORA’S BRAND CHARACTERISTICS THAT HELP IN CREATING THE BRAND’S PERSONALITY.
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SOMETHING FOR EVERYONE
PASSIONATE
FUN
GOOD VIBE
WELCOMING
NOW
ACCESS
DYNAMIC
OPPORTUNITIES
AWESOME
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BRAND EXPRESSION
SOMETHING FOR EVERYONE
VIBE
ACCESS OPPORTUNITIES MOOD BOARD
THE MOOD BOARD IS NOT ONLY THE VISUAL EXPRESSION OF THE BRAND, IT IS THE LAUNCHPAD FOR ALL DESIGN WORK TO COME.
FUN
PASSIONATE
NOW
PHOTOGRAPHY STYLE: Images should convey authentic human emotion and collaboration, active environments. They should be well-lit, bight and vivid. Note the use of wide borders that gives the imagery and copy their own space and impact. The pattern strip should be used sparingly as an accent only. 16
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TYPOGRAPHY
COLOR PALETTE
HEADLINES
CORE SANS D25 LIGHT
CONTEMPORARY TEAL
PANTONE®: 326C C: 64 R: 84 M: 06 G: 183 Y: 33 B: 180 K: 00 WEB: #54B7B4
LIME
PANTONE®: 360C C: 52 R: 135 M: 04 G: 190 Y: 85 B: 90 K: 00 WEB: #87BE5A
VIBRANT GRAPE
PANTONE®: 2593C C: 57 R: 133 M: 94 G: 55 Y: 00 B: 149 K: 00 WEB: #853795
KHAKI
PANTONE®: 7528C C: 22 R: 200 M: 23 G: 187 Y: 31 B: 171 K: 00 WEB: #C8BBAB
ALL CAPS
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() SUBHEADS
CORE SANS D55 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() BODY COPY
CORE SANS D35 REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
SUBSTITUTE FONTS: When these fonts are not available for system usage (PowerPoint, Keynote, Word) please always revert back to the system font Helvetica or Arial for all Visit Aurora communications. If you have questions, please contact Randi Westervelt, randiwestervelt@visitaurora.com. 18
DEEP WARM GRAY
PANTONE®: 425C C: 63 R: 89 M: 55 G: 90 Y: 53 B: 91 K: 28 WEB: #595A5B
SUNFLOWER
PANTONE®: 124C C: 03 R: 244 M: 33 G: 177 Y: 99 B: 30 K: 00 WEB: #F4B11E
FRESH ORANGE
PANTONE®: 716C C: 70 R: 243 M: 00 G: 112 Y: 96 B: 39 K: 00 WEB: #F37027
COLORADO BLUE SKY
PANTONE®: 299C C: 63 R: 80 M: 19 G: 165 Y: 00 B: 216 K: 02 WEB: #50A5D8
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BRAND IDENTITY
BRAND IDENTITY
LOGO STANDARDS The Visit Aurora Logo, shown to the left is the primary logo. There is no other approved logo. The Visit Aurora logo is made up of the logotype (Visit Aurora Colorado) and sun “icon� graphic. The logo, can be shown in only the brand colors when needed. Please see below for color variations. See page 19 for the exact brand colors. PRIMARY LOGO
MINIMAL SIZE The Visit Aurora logo may be reproduced as large as necessary. However, there are limits to how small the design may appear. The Visit Aurora logo may never be reproduced smaller than 1 inch wide.
As a rule, on all printed or electronic materials, the logo must appear somewhere on the piece. Please contact Randi Westervelt, randiwestervelt@visitaurora.com, if you believe you have an exception to the rule or a question. 1" 22
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BRAND IDENTITY
LOGO ICON
LOGO STANDARDS
The logo icon can be separated from the logo lock-up and be used by itself, only in instances where the logo is being placed in a small square area, such as social media profile space.
When only one-color printing is available use the one-color version of the logo.
ONE COLOR
There should always be a reference to the Visit Aurora brand.
ONE COLOR REVERSE
INCORRECT LOGO USAGE The Visit Aurora logo has been designed for flexible applications, and a wide variety of uses. However, care must be taken that the design should never be altered, distorted, or deviate from the established guidelines. Never alter or distort the shape as shown in the examples below. LOGO STAGING AREA The staging area, also called clear space, is the area around our logo that must always remain clear. It should be thought of as part of the design. The staging area helps separate the logo from visual clutter and helps the design stand out clearly for easier recognition. This space also determines the minimum distance between the logo and the closest edge of the surrounding area. The staging area extends to a space no less than the height of the “C�. The staging area required for our logo at the size shown is indicated here by a teal box. Example 1
Example 2
Example 3
Example 5
Example 5
Visit
AURORA COLORADO Example 4
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THANK YOU
QUESTIONS? Contact Randi Westervelt, randiwestervelt@visitaurora.com.