BASIC STUDIES IN GRAPHIC CONTINUITY
BRAND STANDARDS
FIELD GUIDE
Intro This ďŹ eld guide has been created to educate the talented Lake Nona team on the fundamentals for using the Lake Nona corporate identity. Basically, this is a rule book that details the way our documents and logos should look. Sounds boring, right? Well, we hope not. We’ve tried to make this little booklet as simple, entertaining, enlightening and useful as possible. Keeping uniform design standards is, and will continue to be really, really important as Lake Nona grows. Consistent design projects professionalism to our stakeholders, and it increases the value of the Lake Nona brand. Plus, it just looks better.
Intro This ďŹ eld guide has been created to educate the talented Lake Nona team on the fundamentals for using the Lake Nona corporate identity. Basically, this is a rule book that details the way our documents and logos should look. Sounds boring, right? Well, we hope not. We’ve tried to make this little booklet as simple, entertaining, enlightening and useful as possible. Keeping uniform design standards is, and will continue to be really, really important as Lake Nona grows. Consistent design projects professionalism to our stakeholders, and it increases the value of the Lake Nona brand. Plus, it just looks better.
Essential Elements Since this field guide is about design, what better place to start than the design of the Lake Nona development. It is a huge community, and we will be building here for years and years and years to come. So it becomes incredibly important to adhere to a vision and mission that can stay in place throughout the life of the project. At Lake Nona, our vision and mission is to:
SU
ITY P
G
AR W
&
H
FE
EXPERIEN
CE
LEARNING -- promoting intellectual development and the advancement of knowledge.
LI
HEALTH & WELLNESS -- advancing the well being of the mind, body and spirit.
LT
LIFE EXPERIENCE -- enhancing the enjoyment of our diverse population through activities, events and conveniences.
HE A
STYLE -- exemplifying a distinctive signature that is thoughtful, artistic and elegant.
E
PROSPERITY -- maximizing beneficial economic impact on owners, partners, residents and neighbors.
YL
SUSTAINABILITY -- growing and maintaining a thriving and balanced community through stewardship of the environment.
ST
LAKE NONA’S SIX ESSENTIAL ELEMENTS
EL
LNESS
ITY
LE
ER
Well, how do you stay on point with such a lofty mission and vision? The major tool we’ve developed is a filter system known as the Essential Elements. All of the elements listed below must be addressed in the design of ALL Lake Nona initiatives. This system forces us to view projects with a holistic mindset and guides us as we strive to create this ideal place.
R
SP
N
I
N
INABIL
O
Create the ideal place to inspire human potential through innovative collaboration.
S TA
Essential Elements Since this field guide is about design, what better place to start than the design of the Lake Nona development. It is a huge community, and we will be building here for years and years and years to come. So it becomes incredibly important to adhere to a vision and mission that can stay in place throughout the life of the project. At Lake Nona, our vision and mission is to:
SU
ITY P
G
AR W
&
H
FE
EXPERIEN
CE
LEARNING -- promoting intellectual development and the advancement of knowledge.
LI
HEALTH & WELLNESS -- advancing the well being of the mind, body and spirit.
LT
LIFE EXPERIENCE -- enhancing the enjoyment of our diverse population through activities, events and conveniences.
HE A
STYLE -- exemplifying a distinctive signature that is thoughtful, artistic and elegant.
E
PROSPERITY -- maximizing beneficial economic impact on owners, partners, residents and neighbors.
YL
SUSTAINABILITY -- growing and maintaining a thriving and balanced community through stewardship of the environment.
ST
LAKE NONA’S SIX ESSENTIAL ELEMENTS
EL
LNESS
ITY
LE
ER
Well, how do you stay on point with such a lofty mission and vision? The major tool we’ve developed is a filter system known as the Essential Elements. All of the elements listed below must be addressed in the design of ALL Lake Nona initiatives. This system forces us to view projects with a holistic mindset and guides us as we strive to create this ideal place.
R
SP
N
I
N
INABIL
O
Create the ideal place to inspire human potential through innovative collaboration.
S TA
That Wavy Logo 4-COLOR
60% BLACK -or- PMS COOL GRAY 10
The Lake Nona “region” logo was created in 2006, as a way to differentiate the real estate holdings outside of the established country club. The logo is modern, and a bit less formal than the script of its country club cousin. The graphic element of the waves is a less than subtle reference to the lake. Get it? This has sometimes led it to be called “that wavy logo.” Now for how to use it. The guide on the left shows all of the approved Lake Nona logos.
1-COLOR (BLACK)
GRAYSCALE
REVERSE
The logo looks the best when it is surrounded by what graphic designers call white space. White space is not necessarily white, but means that the area around the logo is free from clutter. Take a look at the logo on the cover and the inside page of this field guide. You’ll notice that a “small” logo sits by itself in a field of open space. Don’t worry. It doesn’t get lonely. In fact, we all could use a little extra space sometimes.
I like-a my space.
That Wavy Logo 4-COLOR
60% BLACK -or- PMS COOL GRAY 10
The Lake Nona “region” logo was created in 2006, as a way to differentiate the real estate holdings outside of the established country club. The logo is modern, and a bit less formal than the script of its country club cousin. The graphic element of the waves is a less than subtle reference to the lake. Get it? This has sometimes led it to be called “that wavy logo.” Now for how to use it. The guide on the left shows all of the approved Lake Nona logos.
1-COLOR (BLACK)
GRAYSCALE
REVERSE
The logo looks the best when it is surrounded by what graphic designers call white space. White space is not necessarily white, but means that the area around the logo is free from clutter. Take a look at the logo on the cover and the inside page of this field guide. You’ll notice that a “small” logo sits by itself in a field of open space. Don’t worry. It doesn’t get lonely. In fact, we all could use a little extra space sometimes.
I like-a my space.
Remember to play nicely with the logo.
DO NOT
Squeeze it - too skinny
POP QUIZ! Squash it - too fat
You’re almost halfway through with this field guide. So it’s a about time we tested your newly acquired knowledge. Break out that No. 2 pencil and answer the following questions:
Use a different color
Stack elements
Create new logos
Turn it sideways
Remove elements
Cut it off
Giat alisl in volor sequamet, suscin et volor sed dolestie min hent nim delesequat. Ci tat. Rostrud molortions nummodo consenit luptatis ectem quam velit nullaore velissectet ulla feum do ectem duis nit pratuer iriustin hendreet nonsed moluptat, verat ad doluptat. Amcommo loreet duisim ex et, qui bla consecte mod tat. Um dolese tet praesenim deliquat. Ut nibh eugiat praestis essi blaUptat ipsumsan hendipis nim adionsequat. Ut ad tat. Unt acinim vullaorem vel ut alis nibh ea faccummy nulla augait luptat Use as a watermark element. It will make the type and the logo hard to read (especially when it’s stuck behind Latin text)
1. The Lake Nona region logo was developed to: a. Differentiate from the Golf & Country Club b. Look great on T-Shirts c. Ward off the Nona-wannabees d. Find a use for that special shade of blue 2. The Lake Nona logo should be surrounded by: a. White space b. A moat c. Wild turkeys d. A 210-foot wide, 6-lane divided highway 3. Why shouldn’t you squeeze the logo? a. It ruins the subtle aesthetics, man b. It turns the water into a maelstrom c. Water cannot be compressed (we’re science-y like that) d. Um . . . does the name Mr. Wipple mean nothing to you?
Answers: 1. a , 2. a. 3 a -- seems like a pattern of some sort.
Remember to play nicely with the logo.
DO NOT
Squeeze it - too skinny
POP QUIZ! Squash it - too fat
You’re almost halfway through with this field guide. So it’s a about time we tested your newly acquired knowledge. Break out that No. 2 pencil and answer the following questions:
Use a different color
Stack elements
Create new logos
Turn it sideways
Remove elements
Cut it off
Giat alisl in volor sequamet, suscin et volor sed dolestie min hent nim delesequat. Ci tat. Rostrud molortions nummodo consenit luptatis ectem quam velit nullaore velissectet ulla feum do ectem duis nit pratuer iriustin hendreet nonsed moluptat, verat ad doluptat. Amcommo loreet duisim ex et, qui bla consecte mod tat. Um dolese tet praesenim deliquat. Ut nibh eugiat praestis essi blaUptat ipsumsan hendipis nim adionsequat. Ut ad tat. Unt acinim vullaorem vel ut alis nibh ea faccummy nulla augait luptat Use as a watermark element. It will make the type and the logo hard to read (especially when it’s stuck behind Latin text)
1. The Lake Nona region logo was developed to: a. Differentiate from the Golf & Country Club b. Look great on T-Shirts c. Ward off the Nona-wannabees d. Find a use for that special shade of blue 2. The Lake Nona logo should be surrounded by: a. White space b. A moat c. Wild turkeys d. A 210-foot wide, 6-lane divided highway 3. Why shouldn’t you squeeze the logo? a. It ruins the subtle aesthetics, man b. It turns the water into a maelstrom c. Water cannot be compressed (we’re science-y like that) d. Um . . . does the name Mr. Wipple mean nothing to you?
Answers: 1. a , 2. a. 3 a -- seems like a pattern of some sort.
Colors & Fonts OK, so you’ve got the logo down. Now you’re probably ready to use some of our cool fonts and colors. Just take a gander down this page, and you’ll find our official Nona fonts and colors. And although no one can deny the aesthetic power of fuchsia, we strongly urge that you stick with these fonts and colors.
Official fonts: Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
the colors of nona
E LU AB N NO 9 1 KE K24 S6 LA PM M53 / 43 1 / / Y5 8 / B C96 0 / G 8 R
Avenir is a stylistic linear font (see, it already sounds smart). It is clean and modern (and looks really good on our signs). It can be used for the main text of your document as well as for headlines. This font is probably not installed on your computer, so you’ll have to ask a friend in marketing to get it for you if you need it.
Garamond ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Garamond has those interesting little serifs hanging off the letters, and is a nice compliment to its modern friend, Avenir. Use garamond for main text in correspondence and proposals (business, not marriage).
. . . but if you’re in a bind and can’t find our cool fonts, you can use these cheap imitations.
Gill Sans MT (. . . it kind of looks like Avenir) ‘NONA SALMON’
‘NONA BLUE’
‘NONA YELLOW’
‘NONA GRAY’
PMS 7416
PMS 7458
PMS 7401
COOL GRAY 10
C 0 / Y 69 / M 65 / K 0
C 52 / Y 3 / M 6 / K 7
C 0 / Y 5 / M 25 / K 0
C0/Y0/M0/K6 0
R 243 / G 114 / B 91
R 105 / G 187 / B 213
R 255 / G 238 / B 198
R 129 / G 131 / B 13 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
TimesNewRoman (the old reliable, used in many a legal document . . zzzzz ) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Colors & Fonts OK, so you’ve got the logo down. Now you’re probably ready to use some of our cool fonts and colors. Just take a gander down this page, and you’ll find our official Nona fonts and colors. And although no one can deny the aesthetic power of fuchsia, we strongly urge that you stick with these fonts and colors.
Official fonts: Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
the colors of nona
E LU AB N NO 9 1 KE K24 S6 LA PM M53 / 43 1 / / Y5 8 / B C96 0 / G 8 R
Avenir is a stylistic linear font (see, it already sounds smart). It is clean and modern (and looks really good on our signs). It can be used for the main text of your document as well as for headlines. This font is probably not installed on your computer, so you’ll have to ask a friend in marketing to get it for you if you need it.
Garamond ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Garamond has those interesting little serifs hanging off the letters, and is a nice compliment to its modern friend, Avenir. Use garamond for main text in correspondence and proposals (business, not marriage).
. . . but if you’re in a bind and can’t find our cool fonts, you can use these cheap imitations.
Gill Sans MT (. . . it kind of looks like Avenir) ‘NONA SALMON’
‘NONA BLUE’
‘NONA YELLOW’
‘NONA GRAY’
PMS 7416
PMS 7458
PMS 7401
COOL GRAY 10
C 0 / Y 69 / M 65 / K 0
C 52 / Y 3 / M 6 / K 7
C 0 / Y 5 / M 25 / K 0
C0/Y0/M0/K6 0
R 243 / G 114 / B 91
R 105 / G 187 / B 213
R 255 / G 238 / B 198
R 129 / G 131 / B 13 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
TimesNewRoman (the old reliable, used in many a legal document . . zzzzz ) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Nonaology You’ve seen the billboards, visited the website, ridden the bus . . . walked into Rob’s office. But you’re still looking for more. What is this “Nonaology?” Quite simply, Nonaology is the study of all things Lake Nona. OK, it’s also a clever ad campaign and marketing platform. Nonaology was unveiled in the spring of 2007 and was developed by the Nona marketing staff and a local advertising agency, Push. The campaign is quite different from the normal work done by developers (but we aren’t a “normal developer,” are we). It is smart, quirky, and can be “out there” at times. But it has a unique personality that lets it stand out wherever it’s seen - which is the point.
Nonaology You’ve seen the billboards, visited the website, ridden the bus . . . walked into Rob’s office. But you’re still looking for more. What is this “Nonaology?” Quite simply, Nonaology is the study of all things Lake Nona. OK, it’s also a clever ad campaign and marketing platform. Nonaology was unveiled in the spring of 2007 and was developed by the Nona marketing staff and a local advertising agency, Push. The campaign is quite different from the normal work done by developers (but we aren’t a “normal developer,” are we). It is smart, quirky, and can be “out there” at times. But it has a unique personality that lets it stand out wherever it’s seen - which is the point.
9801 Lake Nona Road, Orlando, Florida 32827 LearnLakeNona.com
letterhead
9801 Lake Nona Road, Orlando, Florida 32827 407-851-9091 fax: 407-859-0436 LearnLakeNona.com
9801 Lake Nona Road, Orlando, Florida 32827 LearnLakeNona.com
cards Joe Nona Job Title Here
9588 Narcoossee Road, Orlando, Florida 32827 407-888-6500 direct: 407-816-6666 cell: 407-247-1111 fax: 407-859-0436 email: jnona@lakenona.com LearnLakeNona.com
Using the Brand Standards If you’ve made it this far, you can now consider yourself educated on the Lake Nona brand standards. You know that our logo should never be squashed, or red, or, shudder to think, watermarked behind text (especially Latin text). You also know that Avenir and Garamond are the way to go, and that things aren’t just blue, they are Lake Nona Blue PMS 691. It’s exciting stuff, right?
9801 Lake Nona Road, Orlando, FL 32827
9801 Lake Nona Road, Orlando, FL 32827 LearnLakeNona.com LearnLakeNona.com
labels
PowerPoint
And while you might be tempted to run out and create some new documents, the good news is that the Marketing Department has created templates for almost any document you could need. From letters, to memos, to labels, to PowerPoint templates, we’ve got them all. And here’s the best part . . . it’s all free for the asking. We also encourage you to utilize the department if you need something designed (say a book cover for the monthly financials binder, or a SPMP for Lake Nona Village). No one is more familiar with the standards than our marketing team. And nothing makes us happier than creating a new document for our brand standards library (. . . . we’re serious).
9801 Lake Nona Road, Orlando, Florida 32827 LearnLakeNona.com
letterhead
9801 Lake Nona Road, Orlando, Florida 32827 407-851-9091 fax: 407-859-0436 LearnLakeNona.com
9801 Lake Nona Road, Orlando, Florida 32827 LearnLakeNona.com
cards Joe Nona Job Title Here
9588 Narcoossee Road, Orlando, Florida 32827 407-888-6500 direct: 407-816-6666 cell: 407-247-1111 fax: 407-859-0436 email: jnona@lakenona.com LearnLakeNona.com
Using the Brand Standards If you’ve made it this far, you can now consider yourself educated on the Lake Nona brand standards. You know that our logo should never be squashed, or red, or, shudder to think, watermarked behind text (especially Latin text). You also know that Avenir and Garamond are the way to go, and that things aren’t just blue, they are Lake Nona Blue PMS 691. It’s exciting stuff, right?
9801 Lake Nona Road, Orlando, FL 32827
9801 Lake Nona Road, Orlando, FL 32827 LearnLakeNona.com LearnLakeNona.com
labels
PowerPoint
And while you might be tempted to run out and create some new documents, the good news is that the Marketing Department has created templates for almost any document you could need. From letters, to memos, to labels, to PowerPoint templates, we’ve got them all. And here’s the best part . . . it’s all free for the asking. We also encourage you to utilize the department if you need something designed (say a book cover for the monthly financials binder, or a SPMP for Lake Nona Village). No one is more familiar with the standards than our marketing team. And nothing makes us happier than creating a new document for our brand standards library (. . . . we’re serious).
PLEASE CONTACT THE LAKE NONA INFORMATION CENTER FOR ALL OF YOUR MARKETING NEEDS:
407-888-6500
ABRIDGED
VERSION