New Jersey
Brand Style Guide October 2017
New
Contents
How These Guidelines Work
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Hudson County Brand Anatomy
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What is a Destination Brand?
5
Why Does Hudson County Need a Brand?
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The Hudson County Brand
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Signature Experience Themes
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Emotional Benefits
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Brand Personality
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Copy Style
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Key Words and Phrases
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Photographic Style
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Matching Brand Messages to Our Markets
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Bringing Our Brand Experiences to Life Visual Elements
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The Logo
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Colors
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Color Variations
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Clear Space & Minimum Size
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Prohibited Uses
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Typography
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Tile-able Pattern & Accent Wedge The Applied Brand
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Website
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Business Cabinet
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Profile Sheet
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Rack Brochure
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Display Advertising Trade Show Displays
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Resources
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HUDSON COUNTY BRAND STYLE GUIDE
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How These Guidelines Work
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HUDSON COUNTY BRAND STYLE GUIDE
The brand strategy provides the directions and ideas for portraying and unifying the experiences of Hudson County. In conjunction with the Hudson County Brand Blueprint, it acts as part of a guidance system to inform communications, experience delivery, product development and public policy programs that affect the local visitor economy. It will shape what we want people to think and feel about Hudson County as a place to visit.
The purpose of this Style Guide is to provide examples and ideas of the type of images and subjects that should be used to present the Hudson County brand. Some of the images used in the Guide are from stock images that may feature subjects at locations outside of the county, and are provided as examples only.
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What is a Destination Brand? A destination brand makes and fulfills a valued promise. It is a unique blend of physical, intangible and emotional benefits which clearly differentiate a place from other choices as a visitor destination. Importantly, it acts as a guidance system to prioritize and influence every message, process, decision, communication, and investment. Branding can be considered to be the art and science of orchestrating the distinctive messages and experiences that we most want associated with Hudson County to ensure that they are as unifying, compelling, and rewarding as possible.
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HUDSON COUNTY BRAND STYLE GUIDE
Why Does Hudson County Need a Destination Brand? Competition between places has never been more intense. Our customers have overwhelming choices and are faced with thousands of competing messages every day. What target audiences think of Hudson County directly impacts whether they will spend time and money here. To compete in this environment we must be unified and differentiate Hudson County in ways that are personally relevant and compelling to our target audiences. The Hudson County brand provides a unifying umbrella through which we can consistently present the county’s leading experiences, words, imagery, products, and distinctive character.
OUR BRAND PROMISE For people visiting or living in the New York Metro Who are seeking experiences in places that are authentic, vibrant and engaging, Only Hudson County uniquely combines these qualities in neighborhoods Where they can feel a sense of excitement, fun, inspiration and discovery.
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HUDSON COUNTY BRAND STYLE GUIDE
The Hudson County Brand At the heart of the Hudson County brand are twelve authentic, lively and creative municipalities that take pride in both their differences and originality. We have been a beacon for the talented, creative and entrepreneurial as far back as our first settlement as New Netherland in the 1600s. Today, we are home to one of the most multicultural counties in the nation. Within minutes of Manhattan, you can feel this rich tapestry in our vibrant neighborhoods, each with a pulse all its own. Stroll through our streets and discover our engaging and distinctive cosmopolitan vibe. Day and night, every season of the year, come and explore bustling market streets, proud independent stores, amazing events and colorful festivals, exotic eateries and trendy bars, world-class art and cultural performances, and the icons that celebrate America: the Statue of Liberty and Ellis Island. And don’t miss the best views of the spectacular Manhattan skyline right from our neighborhoods.
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Signature Experience Themes These are the compelling strengths that underpin Hudson County’s appeal as an attractive destination. They should receive greatest prominence in marketing communications, partner outreach and product development investments.
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HUDSON COUNTY BRAND STYLE GUIDE
Neighborhoods: Stroll through our historic neighborhoods and you’ll discover a mosaic of fascinating cultures and streets with an engaging and energetic feel. Street Vibe: Day and night, every season of the year, you’ll find bustling market streets, hip bars, trendy restaurants and lively events, all side-by side. American Icons: From several of our neighborhoods you’ll find the best views of Manhattan’s dramatic skyline and the Statue of Liberty. Events and Festivals: There are outdoor concerts, exhibits at fascinating galleries, major sporting events, street fairs, special museum exhibits, world class performing and visual arts, and great theater. Culture and Arts: Our neighborhoods present myriad opportunities to experience world class performing and visual arts, and a wide variety of cultural activities in waterfront, street and indoor settings.
COMPLEMENTARY EXPERIENCE THEMES Accessibility: We’re ideally located just minutes from midtown Manhattan, the Wall Street District and Newark Airport. New York: Stay here and you’re just minutes from Manhattan sightseeing. Affordability: Whether you are seeking lodging, dining, shopping or entertainment, everything here is more affordable.
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Emotional Benefits Emotional benefits reflect how we want Hudson County’s customers to feel through their contact and experiences with the region. The Hudson County brand provides a sense of:
Acceptance and Belonging: visitors readily sense the harmonious and accepting atmosphere that greets visitors no matter their origins, interests or lifestyle. Smart and Hip: many of our neighborhoods are perfect for those seeking places that are trendy, affordable and ahead of the crowd. Enrichment and Discovery: opportunities to explore places and events that arouse the senses, and stimulate learning and understanding. Excitement and Fun: dance in the street, celebrate at a colorful festival, kayak along the waterfront or enjoy a spectacular waterfront concert or fireworks with the Manhattan skyline as a backdrop. Relaxation and Escape: a few hours or a few days here away from the stress of the everyday can give you a new lease on life. Inspiration: special places that stir feelings about the origins of the nation, its achievements, possibilities and iconic locations.
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Brand Personality Our brand personality describes the characteristics and traits of Hudson County as if it were a person. These traits influence the feel and tone of voice we use in communications. Hudson County brand personality is: Authentic and Genuine Casual and Relaxed Creative and Enterprising Eclectic and Diverse Edgy and Cool Passionate and Creative Unassuming and Unpretentious Vibrant and Colorful Welcoming and Friendly
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Copy Style
Hudson County brand will be embedded in the copy for brochures, web sites, advertising, online communications and collateral materials. Wherever possible, copy should describe experiences with active-oriented and evocative language to provide a feel for what the reader will experience. Importantly, it must make the reader feel as though they’re already enjoying the sights, sounds, smells, and sensations of Hudson County. Copy should always be written in a friendly, relaxed, informative, and unpretentious manner to match our personality. It should be conversational and create the feel and tone of a one-on-one conversation. It should be enticing and motivational, yet realistic and factual. It must not contain hype.
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Key Words & Phrases
The following are some of the key words and phrases that are important when communicating the Hudson County brand. Accessible | Affordable | Authentic | All in one place | Breathtaking
Camaraderie | Celebrate | Colorful | Community spirit | Convenient
Different | Discover | Diverse | Easy pace | Eclectic | Enriching | Escape Exhilarating Exotic | Forget pressures | Genuine | Historic | Ideal base Immerse yourself Invigorating | Mosaic | Open air | Original | Outside
Peaceful trails | | Value for money | Real | Recharge | Refreshing | Quaint Rejuvenating | Vibrant Savor | Trendy | Revitalizing | Warmth | Welcome
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Photographic Style High quality photography can be one of the most potent and versatile communication elements in the Hudson County brand toolkit. This is because our distinctive sense of place, seasons, moods, townscapes and activities make Hudson County extremely photogenic. Questions to ask when selecting images to reflect the brand are:
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Are the images believable? Are these real people doing real things? Do the subjects look natural and not posed? Are the subjects doing something interesting? Will the photographs resonate with the target audience? Do they have a WOW factor? Do they have a strong “wish you were here� flavor?
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Matching Brand Messages to Our Markets These are the key messages that should be conveyed to target audiences. Each target audience will be fine-tuned annually according to available budgets, opportunities, and events.
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MARKET
KEY MESSAGE
All Markets
Our twelve eclectic, vibrant and proud neighborhoods have a pulse all their own. Stroll through our historic districts within minutes of Manhattan and discover a mosaic of fascinating cultures, cuisines, festivals and entertainment.
Culture & Arts Enthusiasts
View amazing contemporary art, watch ballet, listen to hip-hop, country or a string quartet within minutes of Manhattan.
Event Enthusiasts
Our calendar is packed with community events, exhibits and festivals.
Outdoors Enthusiasts
Forget the skyscrapers and traffic and revel in the outdoors just minutes from Manhattan.
Millennials
Day and night, every season of the year, find bustling market streets, hip bars, great music, trendy restaurants and fun events, all side-by-side and within minutes of Manhattan.
Food Enthusiasts
You’ll be greeted by the aroma of spices, stores selling traditional ingredients, the sounds of unusual music, edgy restaurants with tantalizing new tastes, and a welcome in dozens of languages.
NYC Metro Tourists (Domestic & International)
You’ll find more affordable lodging, dining, shopping and entertainment. We’re a great base to visit Manhattan and some of America’s most revered symbols and beloved tourist attractions, including the Statue of Liberty and Ellis Island.
Tour Operators
We’re minutes from Manhattan and an easy ferry ride to the Statue of Liberty and Ellis Island. Whether you want more affordable lodging, dining, shopping or entertainment, Hudson County has it.
HUDSON COUNTY BRAND STYLE GUIDE
Bringing Our Brand Experiences to Life Consistently delivering memorable brand experiences will require a 360° focus involving many partners. The programs for activating these experiences and bringing our signature brand experiences to life are outlined in the Hudson County Brand Blueprint. They address:
Attractions and activities Outdoor recreation Cultural attractions Placemaking and wayfinding Lodging and restaurants
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Visual Elements
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Primary Logo Used as the predominant version in applications where clear space around the logo is ample.
Horizontal Logo Used in applications where vertical clear space is limited. Considered subordinate to the Primary Logo.
New Jersey New Jersey
New Jersey New Jersey
Stacked Logo Used in applications where horizontal clear space is limited. Considered subordinate to both Primary and Horizontal Logos.
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Colors The Hudson County Brand is supported by primary, secondary and tertiary color sets. These colors reflect the character of Hudson County and should never be altered or deviated from at any time. The primary set includes seven Pantone colors. These colors are used to represent each of the three logos.
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The secondary set consists of screen tints of the primary set. These are to be used for support graphic articulation. The tertiary set is for special complimentary treatments but are never to be used in any of the logos themselves. They are best used as extended graphic accents and to guide in the selection of colors in photography. All colors are broken down into reproduction formulas for print media (CMYK), digital processes (RGB) and web media (HEX).
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Primary Red PMS 032
Secondary 70%
Tertiary 40%
30%
15%
CMYK 0/93/75/0 RGB 239/55/66 HEX F9/37/42 Burgundy PMS 1945
CMYK 21/97/91/12 RGB 179/40/45 HEX B3/28/2D
70%
40%
30%
15%
CMYK 22/100/71/13 RGB 173/29/64 HEX AD/1D/40 Orange PMS 151
70%
40%
30%
15%
70%
40%
30%
15%
70%
40%
30%
15%
Forest PMS 349 CMYK 90/33/100/26 RGB 2/105/55 HEX D2/69/37
70%
40%
30%
15%
CMYK 95/0/31/0 RGB 0/173/189 HEX 00/AD/BB
Twilight PMS 321 CMYK 100/22/42/2 RGB 0/137/150 HEX 00/89/96
Black 70% CMYK 0/0/0/100 RGB 35/31/32 HEX 23/1F/20
Moss PMS 405 CMYK 65/26/100/9 RGB 100/140/26 HEX 64/8C/14
CMYK 98/12/100/2 RGB 0/150/76 HEX 00/96/46 Blue PMS 7466
Dusk PMS 153 CMYK 20/65/100/6 RGB 194/107/17 HEX C2/6B/11
CMYK 58/2/100/0 RGB 119/189/67 HEX 77/BD/43 Green PMS 355
Plum PMS 1955 CMYK 29/100/70/27 RGB 143/19/54 HEX 8F/13/36
CMYK 2/54/100/0 RGB 241/139/33 HEX F1/8B/21 Apple PMS 368
Brick PMS 1805
40%
30%
15%
Yellow PMS 116 CMYK 0/18/100/0 RGB 255/206/0 HEX FF/CE/00
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Color Variations The seven color version of all three logos must be used against a white background. The logos can be used as 100% black or a screened tint of black against a white background. When full color versions are used against a black background, the black in the logos must be converted to white. For subtle effects, the symbol may be used as an isolated graphic.
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HUDSON COUNTY BRAND STYLE GUIDE
Clear Space The clear space or no-invade area around the logos must be maintained, at a minimum, at all times. These areas must never be invaded by other graphics, borders or photographic elements. The distance defined by the height and width of a colored square is the minimum clear space required between the outer most elements of a logo and the definable outer edge of a background field or the nearest edge of another graphic or visual element.
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Minimum Size The logos shall never be reproduced where the symbol is less than 1/2� in height.
1/2"
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Prohibited Use Welcome to
Do not rearrange or change colors.
Do not rearrange or change elements.
Do not invade clear space.
Do not obscure any part of the logo with imagery.
Do not use a single color other than black or white.
Do not squeeze or stretch the logo
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Do not rotate the logo.
Do not use the logo within another logo or identity.
Do not remove New Jersey or NJ from the logo
Do not add a drop shadow to the logo
Do not use against a background color other than white or black
Do not extend or alter the symbol
HUDSON COUNTY BRAND STYLE GUIDE
Typography Typography is a powerful tool used to support the Hudson County brand and should be used in all forms of visual communication to maintain a strong and unified brand expression. Avenir is the primary font family used to support the Hudson County brand in all marketing communications such as ads, brochures and other forms of print and digital mediums. It includes 12 styles that can be used together. For day-to-day correspondence, use Arial which is part of the standard Microsoft font library. Even though it slightly different, it aligns well with Avenir and is available to correspondence recipients so your documents will not default to a random font on their system.
Avenir Light
Avenir Medium
Avenir Light Oblique
Avenir Medium Oblique
Avenir Book
Avenir Heavy
Avenir Book Oblique
Avenir Heavy Oblique
Avenir Roman
Avenir Black
Avenir Roman Oblique
Avenir Black Oblique
Arial Regular
Arial Bold
Arial Regular Italic
Arial Bold Italic
ABCDEFabcdef1234567890 ABCDEFabcdef1234567890 ABCDEFabcdef1234567890 ABCDEFabcdef1234567890 ABCDEFabcdef1234567890 ABCDEFabcdef1234567890
ABCDEFabcdef1234567890 ABCDEFabcdef1234567890
ABCDEFabcdef1234567890 ABCDEFabcdef1234567890 ABCDEFabcdef1234567890 ABCDEFabcdef1234567890 ABCDEFabcdef1234567890 ABCDEFabcdef1234567890
ABCDEFabcdef1234567890 ABCDEFabcdef1234567890
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Tile-able Pattern A tile-able brand pattern has been developed for use as background effects, architectural motifs, textiles or for any continuous graphic. The shapes are derived from the basic elements of the symbol. As a background, the pattern is intended to be reproduced as a low contrast graphic. It may also be used to make a bold statement with high contrast colors from the brand color palette.
Accent Wedge The accent wedge is derived from one of the basic elements of the symbol. It is a graphic device used to emphasize a key message or bring attention to another visual element. It can also be used as a subtle decorative element and may be reproduced in any of the colors from the brand color palette.
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The Applied Brand
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Website
The Hudson County website should be fully responsive with an emphasis on mobile devices. Banner images should include professional imagery devoid of heavy pixelation and stretch to the full width of the browser window. They should be light enough for quick load time. The home page should feature an image that is approximately 1/2 of the window height. The page should be scrollable to reveal extended content below. The 2nd tier pages should also feature expandable banners but occupy no more than 1/4 of the height of the window. Each page will have a common header menu and footer.
MEETINGS | TRAVEL GUIDE 56ยบ
New Jersey
About | Cities | Dine | Do | Events | Sleep | Ideas | Plan | Search
New Jersey
Start Planning Your Visit to
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Start Planning Your Visit to
Restaurants & Night Life
Museums & Galleries
Hotels
Events
Communities
Public Parks
HUDSON COUNTY BRAND STYLE GUIDE
Tours
Restaurants & Night Life
Museums & Galleries Entertainment
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Home | Dine | Do | Events | Stay | Ideas
Search
Neighborhoods North Bergen Guttenberg West New York Weehawken Union City Hoboken Seraucus Jersey City Kearny Harrison East Newark Bayonne
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Start Planning Your Visit to
North Bergen | Guttenberg | West New York | Weehawken | Union City | Hoboken Seraucus | Jersey City | Kearny | Harrison | East Newark | Bayonne
Restaurants
Attractions
Hotels
Tours
Events
Communities
Public Parks
Entertainment
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Business Cabinet Letterhead
New Jersey
Hudson County Cultural & Heritage Affairs Tourism Development
William Brennan Court House 583 Newark Avenue Jersey City, NJ 07306
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Business Card eting
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New Jersey
Envelope
Hudson County Cultural & Heritage Affairs Tourism Development New Jersey
Hudson County Cultural & Heritage Affairs Tourism Development
William Brennan Court House 583 Newark Avenue Jersey City, NJ 07306
E-mail Signature
Peggy Kelly
Director of Tourism Marketing (201) 459-2070 Office (201) 792-0729 Fax 800-542-7894 Tourism pkelly@hcnj.us E-mail visithudson.org
New Jersey
Hudson County Cultural & Heritage Affairs Tourism Development
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Profile Sheet Front Panel
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sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
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Hudson County Cultural & Heritage Affairs Tourism Development
Back Panel
COMMUNITIES OF HUDSON COUNTY Niscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
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North Bergen Guttenberg West New York Weehawken Union City Hoboken
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Seraucus
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Bayonne
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Jersey City Kearny Harrison East Newark
Hudson County Cultural & Heritage Affairs Tourism Development
New Jersey
William Brennan Court House 583 Newark Avenue Jersey City, NJ 07306
VisitHudson.org
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VISIT
ersey New J
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Cover Panel
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Rack Brochure Inside Spread
MESSAGE IN MOTION
100 Cultures 12 Cities 1 County
North Bergen Guttenberg West New York Weehawken Union City Hoboken Seraucus Jersey City Kearny Harrison East Newark Bayonne
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NJ
Hudson County Cultural & Heritage Affairs Tourism Development William Brennan Court House 583 Newark Avenue Jersey City, NJ 07306
VisitHudson.org
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Print Advertising Display adversing should be bold, simple and joyful. Imagery should convey diverse people interacting with spontaneity. Food images should be vivid and appetizing. Messaging should be concise and with an informal tone. Floating captions should include 5 words or less, 3 words are preferable. The “VisitHudson.org” url should be included in all ads.
CELEBRATE AMERICA’S MOSAIC
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VisitHudson.org
Print Ad
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EAT LIKE A LOCAL Hudson Restaurant Week July 24 – Aug 4
VisitHudson.org | #VisitHudsonNJ
New Jersey
Light Transit Display Ad
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Pop-up Display Option 1 The Xclaim™ fabric pop-up system features super stretch push-fit fabric graphics that come pre-attached to the collapsible frame. The fabric segments, which feature Hudson County imagery, are organized on the front of the frame to represent the Hudson County Symbol. A full sheet of black fabric is stretched across the back with a screen printed logo positioned between the front panels. epicdisplays.com A 3-Piece Tiered Retail Display Table Set with Silver Finish Folding Leg Bases are placed in front of the display. The tables serve as display surfaces for brochures, give-away items and other marketing materials. foldingtablesnow.com
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Pop-up Display Option 2 The 8’ curved frame pop-up display includes an extruded aluminum frame, magnetic channel bars and a printed 12 mil, laminated film that is attached over rigid panels. A free-standing podium which features the stacked version of the HudsonCounty Logo, serves as display surface and storage area for brochures, give-away items and other marketing materials. overnightdisplays.com
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Resources For more information and assistance regarding adoption and use of the Hudson County brand and visual identity, e-mail us at the Hudson County Heritage & Cultural affairs Tourism Development office: info@hcnj.us Visit us online at : VisitHudson.org
The Hudson County brand strategy was created following extensive research and community consultation by Total Destination Marketing. DestinationBranding.com
The brand identities, graphic assets and brand style guide were designed by Axia Creative, Inc. AxiaCreative.com
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New Jersey
VisitHudson.org
New Jersey
NJ