Style Guide
Introduction
The Gulf Shores Brand represents the image of our area as a desirable place to live, work and play. It carries an evocative message of promise to our visitors and reinforces pride in this special region among our residents. Marketing communications used to promote the Gulf Shores Brand represent our promise made. The experiences a resident or visitor has in Gulf Shores represents the promise kept. The purpose of this Brand Style Guide is to maintain brand consistency in all marketing communications used to represent Gulf Shores. It is crucial that we speak with one clear voice so that our message is amplified to reach our audience. Although it is impossible to address all conceivable interpretations of the Gulf shores Brand, this guide conveys key elements and style attributes of a destination community. The tools in this guide will help build Gulf Shores’ brand equity, increasing interest in the region as a desirable destination for independent visitors and a proud home for its residents.
1.0 1.1 1.2
The Brand What is a Brand? Gulf Shores Brand
2.0 2.1 2.2 2.3 2.4 2.5
Brandmark & Tag line Regional Brandmark Tag line City Brandmark Clear space Minimum Sizes
3.0 3.1 3.2 3.3
Permitted & Prohibited Use Permitted 4 Color Permitted Single & 3 Color Prohibited
4.0 4.1 4.2 4.3
The Brand Properties Color Palette Fonts Photography
5.0 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 6.0 6.1 6.2 6.3
Sample Applications City Business Cabinet Rack Brochures Print Advertising Water Bottles Coffee Cups Golf Items Cap T-shirts City Website Home Page Smart Phone or Tablet App City Vehicle The Brand Signature Signature for Rack Cards Signature for Brochures Co-branding
Contents
1.1 1.2
What is a Brand? Gulf Shores Brand
The Brand
What is a Brand?
A brand is the collective message we present to our market. Simply put, a brand is the perception people have of us, regardless of our intent. A Brand Strategy is the process a destination undergoes to develop campaigns that deliver an intended message targeted to a specific audience. If successful, the right message will reach our intended audience. There are many who think a logo is the brand. A logo is merely a visual emissary - an icon representative of the brand. A brand is more than our visual communications. It is the destination experience promised to the target audience. That experience must be delivered as promised because a strong brand comes from earned credibility. Externally, branding increases visitor awareness. If developed correctly, a brand differentiates the destination from other places. It will increase visitor returns and, more importantly, increase dollars spent here. Internally, brand consistency will align marketing and communications activity among our residents, business owners and community representatives.
1.1
Gulf Shores Brand
The Gulf Shores brand summarizes the Gulf Shores experience through the phrase, “Small Town, Big Beach.” This captures our distinctive visitor offering and the spirit of Gulf Shores from our customer’s perspective. This will guide our messages and product development initiatives. The brand encapsulates the emotional accessibility, fun, relaxation and personal rewards visitors can find in Gulf Shores. The Destination Promise™ “For anyone who seeks a beach escape for a day or a lifetime, Gulf Shores is an uncomplicated beach community which makes it the perfect prescription for relaxed living. Gulf Shores combines the spectacular beaches of the Gulf of Mexico with year-round opportunities to connect with the natural environment, abundant activities, and unforgettable beach memories. For friends, family and couples wanting to enjoy time together Gulf Shores is their beach of choice because it provides the freedom to pursue fun, relaxing and enriching experiences in a welcoming, safe and wholesome environment.” Brand Values Brand values are the basic principles that Gulf Shores believes in and stands for. While these are not necessarily messages to openly communicate, everything that is conveyed about Gulf Shores should be consistent with these basic values. To support its Destination Promise, Gulf Shores believes in: • The value of building memories • Pleasure from simple things • A belief in the restorative properties of the beach and outdoors • Healthy family relationships • Wholesome beach fun • A carefree, no hassle environment • Welcoming and friendly • Connecting with friends and family • Support for a wholesome community lifestyle
1.2
Gulf Shores Brand
Brand Values (continued) • Preserving the natural environment • Maintaining a business-friendly atmosphere Key Attributes The following are key features and experiences that illustrate the advantages of what is distinctive about Gulf Shores. These features should receive greatest prominence in brochures, advertising, web sites, sales materials, etc. where appropriate. Some may be emphasized more than others depending upon the target audience and the objectives that are being addressed. They will also influence the choice of supporting words, emotional benefits, and images. • Traditional Beach Experience: safe, clean, warm, breezy, easily accessible, traditions, friendly, exploration, walkable, beautiful, convenient, memories, nostalgic. • Family-friendly: Simple, uncomplicated, real, kids of all ages, sharing, connections, fun, affordable, relationships, wholesome, relaxing, discovery, comfortable.
1.3
2.1 2.2 2.3 2.4 2.5
Regional Brandmark Tag line City Brandmark Clear Space Minimum Sizes
Brandmarks & Tag line
The Gulf Shores Regional Brandmark (logo) is the graphic nucleus from which all marketing communications revolve. With consistent exposure through comprehensive visual communications, Gulf Shores’ Regional brand equity will increase.
Regional Brandmark
There are 5 primary components of the Gulf Shores Regional Brandmark: 5
1. The typographical portion of the logo is derived from the Alphasia Roman font. Its color is Deep Ocean, Pantone 295 C.
4
2. Represents the shadow from a sand dune. It also represents the top edge of a small wave. Its color is Dune Shadow, Pantone 3005 C.
1
2
3. Represents the cascading edge of a small wave breaking on shore. Its color is Blue Sky, Pantone 3o6 C.
3
4. Represents native Sea Oat. Its color is Sea Oat, Pantone 729 C. 5. Represents a native seagull. Its color is Dune Shadow, Pantone 306 C.
2.1
1. The tag line may be isolated away from the Brandmark, but always must remain within the same visual display.
Tag line
2. When used with the Regional Brandmark, the tag line must maintain its position as constructed in the approved Brandmark configuration. When used in the 4 color version, its color is Deep Ocean, Pantone 295 C.
1
2
2.2
Like the Regional Brandmark,the Gulf Shores City Brandmark is the graphic nucleus from which all municipal communications revolve. Its consistent exposure through comprehensive visual communications will add strength to the Gulf Shores’ regional brand equity.
City Brandmark
There are 7 primary components of the Gulf Shores City Brandmark:
5
1. The typographical portion of the logo is derived from the Alphasia Roman font. Its color is Deep Ocean, Pantone 295 C.
6 4
2. Represents the shadow from a sand dune. It also represents the top edge of a small wave. Its color is Dune Shadow, Pantone 3005 C.
1
2
3. Represents the cascading edge of a small wave breaking on shore. Its color is Blue Sky, Pantone 3o6 C.
7 3
4. Represents native Sea Oat. Its color is Sea Oat, Pantone 729 C. 5. Represents a native seagull. Its color is Dune Shadow, Pantone 306 C. 6. Municipal identifier. Its color is Deep Ocean, Pantone 295 C. 7. State identifier. Its color is Deep Ocean, Pantone 295 C.
2.3
A minimum clear space on all sides of both Gulf Shores Brandmarks is indicated as light grey boxes .
Clear Space
The distance defined by the grey box with the letter “X� represents the minimum clear space required between outer most element of the Brandmarks and the definable edge of a field or the nearest edge of another graphic or visual element.
1
The clear space must be maintained at all times. These areas must never be invaded by other graphics or photographic elements. In rare cases, low contrast photographic elements or watermarks may appear behind the Brandmarks but it is recommended that both Brandmarks remain isolated.
2
1. Regional Gulf Shores Brandmark without the tag line. 2. Regional Gulf Shores Brandmark with the tag line. 3. City Brandmark.
3
2.4
1. The Gulf Shores Regional Brandmark is designed to maintain legibility in very small applications. When used with the tag line, its minimum size should be no less than 1 3/4” from the left edge of the “G” to the right edge of the “S”.
Minimum Sizes
2. If used without the tag line, its minimum size should be no less than 3/4” from the left edge of the “G” to the right edge of the “S”.
1 3/4" 1
3. When using the Gulf Shores City Brandmark, its minimum size should be no less than 1” from the left edge of the “G” to the right edge of the “S”.
3/4" 2
1" 3
2.5
3.1 3.2 3.3
Permitted 4 Color Permitted Single & Three Color Prohibited
Permitted & Prohibited Use
The following rules describe permitted, 4 color Brandmark applications.
Permitted 4 Color
1. Whenever possible, the 4 color Brandmark must be used over a white background. 2. When used over a black background, a 4 color version of either Brandmark may be used if the Deep Ocean color is substituted for opaque White. 3.
In limited situations, it may be used over a white/off-white texture or against a low contrast, photographic background that is less than, equal to but no more than 20 % black.
1
NOTE: A Gulf Shores Brand Identity Usage Agreement must be submitted for approval prior to use of the Gulf Shores Brandmark or any graphic element contained in this style guide. To obtain a free Usage Agreement form, please call 251-968-2425.
2
3
3.1
1. When an application requires the use of a single color version of either Brandmark, black over white is the preferred format.
Permitted Single & Three Color
2. When an application requires the use of a single color version of either Brandmark other than black, Deep Ocean over white is the preferred format. 3. When used in reverse over a dark background, the Brandmarks shall be applied as opaque white. 1
4. Semi-reversed versions of either Brandmark may be applied against a photo image as long as their placement is over a contrasting area devoid of distinctive elements or competing textures.
The typography, the upper swash and the seagull are opaque white. The Sea Oat graphic and the lower swoosh may remain in their brand colors as long as there is ample contrast with the background.
2
3
4
3.2
1. Under no circumstances shall users of either of the Gulf Shores Brandmarks rearrange or make any alterations to their parts.
Prohibited
2. The color arrangement of the Brandmarks shall never be rearranged or changed in any way. This includes adding halos, outlines, gradient blends or drop shadows. 3. No element of either Brandmark shall be removed.
1
2
3
4
5
6
7
8
9
4. Single color versions of either Brandmark shall not deviate from Black, Deep Ocean or White. 5. The 4 color version of the Brandmarks must never be placed against a textured background other than a low contrast photo image or a white/off-white texture. 6. The Brandmarks shall never be used against a photo image background that has competing, high contrast visual elements that invade the clear space. 7. The Brandmarks shall never be used as a third party identity. 8. The Brandmarks shall never be used as screen tints or watermarks. 9. The 4 color versions of the Brandmarks must never be placed against a colored background other than white or a white/off-white texture. 10. When either Brandmark is used with isolated imagery, it must never be obstructed or obscured.
Come to
and get your beach on!
11. Never use the Brandmarks in a sentence. 12. Never rotate the Brandmarks or use them in a fixed, vertical format unless the application may be used or viewed in a “right-read� position.
10
3.3
11
12
4.1 4.2 4.3
Color Palette Fonts Photography
Brand Properties
1. The brand color palette consists of 4 colors: Deep Ocean, Dune Shadow, Blue Sky and Sea Oat.
Color Palette
2. The colors are derived from the Pantone Matching System. 3. Each color may be reproduced as 4 screen tints.
1
2
3
4
5
6
Name
Specification
Tints
CMYK
RGB
HEX
C = 100 M = 57 Y=0 K = 40
R=0 G = 68 B = 124
00447C
C = 100 M = 34 Y=0 K=2
R=0 G = 129 B = 198
0081C6
C = 75 M=0 Y=7 K=0
R=0 G = 188 B = 228
00BCE4
C=0 M = 31 Y = 62 K = 18
R = 211 G = 157 B = 96
D39D60
70%
4. When printing using 4 color process, the CMYK formulas must be maintained.
50%
Deep Ocean PANTONE 295 C
5. When digitally reproduced or displayed electronically, the RGB formulas must be maintained.
30% 15%
70%
6. In web media, the Hex formulas will ensure accurate representation.
50%
Dune Shadow PANTONE 3005 C
30% 15%
70% 50%
Blue Sky PANTONE 306 C
30% 15%
70% 50%
Sea Oat PANTONE 729 C
4.1
30% 15%
1. When creating headlines, sub-heads, captions or body text on printed collateral and signage, the Candara font family shall be used.
Fonts
2. When creating HTML (Hyper Text Markup Language) in web environments, the Tahoma font family shall be used.
1
2
4.2
Candara Regular
Candara Italic
Candara Bold
Candara Bold Italic
ABCDEF abcdef123
ABCDEF abcdef123
ABCDEF abcdef123
ABCDEF abcdef123
Tahoma Regular
Tahoma Bold
ABCDEF abcdef123
ABCDEF abcdef123
Photographic imagery must be professional and simple in composition. When possible, images should be composed or cropped to accommodate overlaying text.
Photography
Images should capture the key experiences to be found in Gulf Shores. They should reflect the beauty of the area’s natural resources, family-friendly themes, local cuisine and retail. Images of people, preferably families, interacting with the environment should be used whenever possible.
4.3
5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11
City Business Cabinet Rack Brochures Print Advertising Water Bottles Coffee Cups Golf Items Cap T-shirts City Website Home Page Smart Phone or Tablet App City Vehicle
Sample Applications
A business cabinet for the City of Gulf Shores should include three basic components: a letterhead, envelope and business card. The business cabinet can be expanded into additional envelope sizes, note pads and thank you cards, depending on the need.
Business Cabinet - City
The design for a City business cabinet should be conservative in style featuring the City version of the Gulf Shores Brandmark. To reinforce the brand, the tag line is incorporated into the letterhead and envelope. It is left off of the front of business card to maximize room for variable amounts of contact information. The tag line can be placed on the back of the business card to make a subtle brand statement.
Andy Bauer, AICP Director of Planning & Zoning 251.968.1164 Office 251.968.1151 Direct 251.968.1188 Fax abauer@gulfshoresal.gov
205 Clughouse Drive, Suite B Post Office Box 299 Gulf Shores, AL 36547
All three pieces should be produced using matching uncoated paper stock, preferably as antique white recycled.
205 Clughouse Drive, Suite B Post Office Box 299 Gulf Shores, AL 36547
5.1
City of Gulf Shores, Alabama 205 Clughouse Drive, Suite B Post Office Box 299 Gulf Shores, AL 36547 gulfshoresal.gov
Rack brochures should measure 4�x 9� folded. The upper 1/4 of the front panel should be reserved for the Brandmark for visibility in brochure racks. A key marketing caption is secondary to the Brandmark.
Rack Brochures
Leave your footprints in our sand
The sky’s the limit
Suspendisse vestibulum dignissim quam. Integer vel augue.
Suspendisse vestibulum dignissim quam. Integer vel augue.
Phasellus nulla purus, interdum ac, venenatis non, varius
Phasellus nulla purus, interdum ac, venenatis non, varius
rutrum, leo. Pellentesque habitant morbi tristique senectus
rutrum, leo. Pellentesque habitant morbi tristique senectus
et netus et malesuada fames ac turpis egestas. Fusce
et netus et malesuada fames ac turpis egestas. Fusce magna
magna mi, porttitor quis, convallis eget, sodales ac, urna.
mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus
Phasellus luctus venenatis magna Lorem ipsum dolor sit
luctus venenatis magna.
amet,consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
pulvinar odio lorem non turpis. Nullam sit amet enim.
Morbi commodo, ipsum sed pharetra gravida, orci magn
Suspendisse id velit vitae ligula volutpat condimentum.
Home is where your heart is Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis non, varius rutrum, leo. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Fusce magna mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus luctus venenatis magna. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam
ly A famition a destin
consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus venenatis. Nam magna enim, accumsan eu, blandit sed, blandit a, eros.Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat, id egestas pede nibh eget odio. Proin tincidunt, velit vel porta elementum, magna diam molestie sapien, non aliquet massa pede eu
rhoncus
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id
velit
vitae
condimentum.
ligula
volutpat
Aliquam
erat
neque,
id
pulvinar odio lorem non turpis. Nullam sit amet enim.
Suspendisse
id
velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus
volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat
gulfshores.com
gulfs
hore
s.co
5.2
m
Print advertising should feature single attributes within the primary imagery and caption. A few additional destination features can be included in a text block, but the overall message should be brief and focused. The Brandmark should have visual prominence. The CVB URL should be visible in all printed promotions.
Print Advertising
Where lingering moments await
Where forever memories are made
Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec enim. Phasellus aliquam enim et tortor. Quisque aliquet, quam elementum condimentum feugiat, Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae
gulfshores.com
enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec enim. Phasellus aliquam enim et tortor. Quisque aliquet, quam elementum condimentum feugiat,
gulfshores.com
5.3
Reusable water bottles are a popular item for active visitors. The bottles on this page display a white Brandmark and tag line.
Water Bottles
5.4
The Regional Brandmark and tag line can be applied to white ceramic cups. A solid color from the brand color palette can be used to line the inside of each cup as a compliment to the outside graphic.
Coffee Cups
5.5
To reinforce Gulf Shores as a golf destination, golf balls, bags and other items can feature the Regional Brandmark.
Golf Items
5.6
Caps could include an embroidered Brandmark. Because of the detail limits of the embroidery process, small text or overly detailed graphics should be avoided.
Cap
5.7
Branded T-shirts are popular with tourists. The sale of these items can be licensed to select vendors, with shared profits going to the city to off-set marketing or wayfinding system maintenance costs.
T-shirts
5.8
The City of Gulf Shores website should be simple and quick to navigate. The most important features must occur on the home page or at least within two clicks.
Website Home Page
1. The City version of the Brandmark is placed in the upper right corner of each page.
1
2. The horizontal navigation bar includes drop down links. These repeat on all consecutive pages.
2
Home
About Us
Contact Us
City Hall
Public Safety
Community
Visitors
Events
3. Vertical items on the left are page-specific links. When selected each link (in bold) opens up in an accordion fashion to reveal several sub links. 4. The text block begins with a welcome message. The second paragraph may be a summary of the site’s contents, functionality or general information. 5
5 The tag line is featured just below the large banner image. When selected, a page opens that explains the Gulf Shores brand in a brief summary.
3
News & Events City Calendar Advisories Town Hall Meetings
6. The map thumbnail is linked to a larger map that opens when clicked. The map can be customized to include updatable destination icons. 7. Social media page links.
Special Events Senior Events Parks & Recreation Beautification Board Entertainment Series Beaches Public Notices
Welcome to the official website of the City of Gulf Shores Pellentesque nibh felis, eleifend id, commodo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas elementum augue nec nisl. Proin auctor lorem at nibh. Curabitur nulla purus, feugiat id, elementum in, lobortis quis, pede. Vivamus sodales adipiscing sapien. Vestibulum posuere nulla eget wisi. Integer volutpat ligula eget enim. Suspendisse vitae arcu. Quisque pellentesque. Nullam consequat, sem vitae rhoncus tristique.
City Business Newsletter
4
5.9
6
Click to Expand Social Media Center 7
A smart phone or tablet app can be developed as a condensed version of the website or destination information.
Smart Phone or Tablet App
A more advanced app can be developed to display information relative to the user’s geographical location.
Gulf
5.10
City vehicles should be branded with the City version of the Brandmark.
City Vehicle
Vehicles should be white in order to feature the brand color palette.
5.11
6.1 6.2 6.3
Signature for Rack Cards Signature for Brochures Co-branding
The Brand Signature
The Gulf Shores signature system will allow the Regional Brandmark and URL to appear in conjunction with a wide range of local brands and attractions.
Signature for Rack Card
It is recommended that the signature system be applied to tourist-related communications in order to build equity for the Gulf Shores brand.
The ShrimpNet
The signature system includes four basic elements: the Regional Brandmark, the URL, wave knock-out and the colored band. 1. The partner brand visual area of a flier or rack brochure. 1
2. Regional Brandmark 3. Colored band - Treated with one of the 4 Gulf Shores brand colors to best compliment the palette in the partner’s brand. 4. The URL 5. The wave knock-out
2
gulfshores.com
3
6.1
4
5
The Gulf Shores signature system will allow the Regional Brandmark and URL to appear in conjunction with a wide range of local brands and attractions.
The Brand Signature for an 8.5”x 11” Brochure
It is recommended that the signature system be applied to tourist-related communications in order to build equity for the Gulf Shores brand. The signature system includes four basic elements: the Regional Brandmark, the URL, wave knock-out and the colored band.
The ShrimpNet
1. The partner brand visual area of a flier or rack brochure. 2. Regional Brandmark
1
Wild Gulf Guided Tours
3. Colored band - Treated with one of the 4 Gulf Shores brand colors to best compliment the palette in the partner’s brand. 4. The URL 5. The wave knock-out
2
gulfshores.com
gulfshores.com
3
6.2
4
5
There will be opportunities where area retailers will want to use the Regional Brandmark in conjunction with their logo. In these instances it will be crucial to control the use of the Brandmark when paired with 3rd party logos.
Co-branding
1. The Brandmark is used in an inline pairing with a 3rd party logo. 5
2. 3rd party logo 2
4
3. Separate the logo and the Brandmark with a vertical rule at a distance equal to the width of X.
3rd Party Logo
4. Horizontal center line
3 1
5. Black vertical dividing rule. Its length is equal to the height of the 3rd party logo. 6. The Brandmark used in a stacked pairing with 3rd party logo.
7
7. Vertical center line 8. Black horizontal dividing rule. Its length is equal to the width of the 3rd party logo.
2
9. Separate the logo and the Brandmark with a horizontal rule at a distance equal to the height of X.
3rd Party Logo 9 8
6
6.3
The Gulf Shores Brand Style Guide was developed by Great Destination Strategies, LLC in partnership with Mayfield Creative, Inc. Š All rights reserved 2012 greatds.com mayfieldcreative.com