Brand Style Guide
Contents
How These Guidelines Work
3
Janesville Brand Anatomy Why Does Janesville Need a Destination Brand?
5
What is a Destination Brand?
5
The Janesville Brand
7
Signature Experience Themes
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Emotional Benefits
11
Brand Personality
11
Copy Style
13
Key Words and Phrases
13
Photographic Style
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Matching Brand Messages to Our Markets
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Bringing Our Brand Experiences to Life
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Visual Elements Logos
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Logos, Extended Forms
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Graphic Elements
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Colors
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Clear Space
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Minimum Sizes
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Prohibited Uses
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Typography
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The Applied Brand Business Cabinet
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Rack Brochure
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Display Advertising
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Visitors Guide
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Specialty Items
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Trade Show Display
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Resources
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How These Guidelines Work The brand strategy provides the directions and ideas for portraying and unifying the experiences of Janesville. In conjunction with the Janesville Brand Blueprint, it acts as 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 Janesville as a place to visit, live and work.
The purpose of this Brand Style Guide is to provide examples and ideas of the type of images and subjects that should be used to present the Janesville Brand. Some of the images used in the Guide are from stock images that may feature subjects at locations outside of the city, and are provided as examples only.
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Why Does Janesville Need a Destination Brand? Competition between places has never been more intense. Janesville customers have overwhelming choices and are faced with thousands of competing messages every day. What target audiences think of Janesville directly impacts whether they will spend time and money here. To compete in this environment we must be unified and differentiate the city in ways that are personally relevant and compelling to our target audiences. The Janesville brand provides a unifying umbrella through which we can consistently present the city’s leading experiences, words, imagery, products, and distinctive character.
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 the place from other choices. Importantly, it acts as part of 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 Janesville to ensure that they are as unifying, compelling, and rewarding as possible.
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The Janesville Brand The Janesville brand is designed to present the city in a unified manner as an attractive place to visit, live, work and do business. At the heart of the Janesville brand are the city’s acclaimed parks and trails systems, and the vast range of accessible outdoor activities that can be pursued year-round. These nature-based recreational attributes have a strong influence on Janesville as a compelling place for attracting new residents and visitors. The following outlines how our brand promise is adapted for target audiences. Janesville Promise – Tourism: For people seeking year-round outdoor activities and events in Southern Wisconsin, in a small town atmosphere, only Janesville provides the most easily accessible, diverse and rewarding opportunities where visitors feel a sense of achievement, enrichment and escape. Janesville Promise - Community: For people wanting to live, work, study or invest in a small city atmosphere, only Janesville provides the community with affordable living, excellent schools, low crime, quality community services, and abundant year-round recreation, where they can feel a sense of connection, well-being and success. Janesville Promise - Business: For people wanting to invest and succeed in a small Wisconsin city, only Janesville provides the resilient, hardworking community, market access, networks and business friendly approach , where they can feel a sense of confidence, success and achievement. Janesville Promise - Downtown: For people living in, or visiting Janesville, only Downtown Janesville provides the vibrant neighborhood where commerce, culture, entertainment, history and recreation intersect, where they can feel a sense of connection, well-being and success.
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Signature Experience Themes These are the compelling strengths that underpin Janeville’s appeal as an attractive destination. They should receive greatest prominence in marketing communications, partner outreach and product development investments. Priority Themes • Activity & Fitness: within minutes are outstanding hiking, biking, cross-country skiing, water-skiing, disc golf, softball, soccer, boating, and running opportunities. • Discovery: explore the Botanical Gardens with its special events, tours and classes or join an historical walking tour to reveal Janesville’s downtown and its fascinating past. • Events & Festivals: we have a packed calendar of events where you can cheer at an open-air concert, celebrate at a festival under the stars or browse a local market. • Family Fun: spend time together at the splash pad, learn new activities in the parks and along the trails, plan a family reunion or be part of a spectacular Rock Aqua Jays performance. • Fun with Friends: round up friends for fun riverfront dining, cycling or jogging the trails, kayaking, disc golf or antiquing. • Tournaments & Sports Events: Janesville presents outstanding indoor and outdoor venues where sporting events and tournaments can be watched or hosted. Complementary Themes • Family-oriented: Janesville is a friendly and caring community where there is a strong shared commitment toward welcoming new residents, volunteerism, and neighborhood activities. • Personal Growth: Here your goals can be achieved, whether they are business, career, educational, or personal. • Quality of Life: Janesville offers an exceptional living environment for families, with good schools, quality medical services and an abundance of year-round recreational opportunities. • Business Friendly: Janesville offers a low cost, entrepreneurial environment with excellent market access, and a community that appreciates and welcomes new enterprises. • Efficiency: Janesville’s ideal location, transportation infrastructure, networks and proximity to major markets make it an attractive location for businesses that are logistics dependent.
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Emotional Benefits Emotional benefits reflect how we want Janesville’s customers to feel through their contact and experiences with the region. The Janesville brand provides a sense of: • Fun and Excitement • Camaraderie and Togetherness • Enrichment and Discovery • Relaxation and Escape • Achievement and success • Peace of mind and Pride
Brand Personality Our brand personality describes the characteristics and traits of Janesville as if it were a person. These traits influence the feel and tone of voice we use in communications. Janesville brand personality is: • Outdoorsy and Enriching • Casual and Relaxed • Community-spirited and Balanced • Engaging and Sharing • Entrepreneurial and Optimistic • Free-spirited and Independent • Fun and Exciting • Natural and Healthy • Wholesome and Original • Welcoming and Friendly
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Copy Style Janesville brand will be embedded in the copy for brochures, websites, 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 Janesville. 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.
Key Words and Phrases The following are some of the key words and phrases that are important when communicating the Janesville brand.
Accessible | Action | Affordable | All In One Place Business Friendly | Camaraderie | Can Do Attitude Charming | Community Spirit | Convenient Discover | Value For Money | Enriching | Escape Exhilarating | Forget Pressures | Genuine | Great Outside | Forward Thinking | Historical | Rediscover Ideal Base | Immerse Yourself | Invigorating Healthy | Outside | Revitalizing | Quaint | Recharge Open Air | Refreshing | Rejuvenating | Peaceful Trails Simple Pleasures | Quality Of Life | Stress-free | Together | Easy Pace
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Photographic Style High quality photography can be one of the most potent and versatile communication elements in the Janesville brand toolkit. This is because our distinctive sense of place, seasons, moods, townscapes and activities make Janesville 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
In Janesville you can get a sense of being in a truly special place whether following an Ice Age trail through ancient forests, exploring the Rotary Botanical Gardens, taking time downtown to relax by the river, savoring time in a picturesque park or cheering at a concert under the stars.
Family Fun
In Janesville the whole family can spend time together at the splash pad, learn new activities and sports in the parks and along the trails, or be part of a Rock Aqua Jays spectacular.
Fun With Friends
Gather your friends in Janesville for fun riverfront dining, cycling, jogging the trails, kayaking, disc golf or antiquing.
Meetings & Conferences
Plan your next meeting surrounded by the natural beauty of Janesville.
Business
Janesville offers a low cost, entrepreneurial business environment with excellent market access, and a community that appreciates and welcomes new enterprises.
Community
Janesville offers an exceptional living environment for families, with the safety of a small town atmosphere, good schools, quality medical services and an abundance of year-round recreational opportunities.
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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 Janesville Brand Blueprint. They address: • Attractions and activities • Outdoor recreation • Cultural attractions • Placemaking and wayfinding • Lodging and restaurants
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Brand Identities
Logos There are five logos that are used to identify and promote the City of Janesville and the Janesville Area Convention & Visitors Bureau. Each include extended forms that convey descriptors such as tag lines and the state name. The five logos and their extended forms may be reproduced in single color: black on light backgrounds or white on dark backgrounds.
Primary Logo Used as the predominant version in applications where clears pace around the entire logo is ample.
Horizontal Logo Used in applications where vertical clear space is limited. Considered subordinate to the Primary Logo.
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City Logo Used as an identity for the city government.
Visit Logo Used in tourism marketing materials as call-to-action identity.
CVB Logo Used as an identity for the Janesville Area CVB organization.
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Logos: Extended Forms Primary Logo
Horizontal Logo
Visit Logo
City Logo
CVB Logo
Isolated Symbol
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Graphic Elements Elements from the isolated symbol have been modified for graphic effects.
Cropped Symbol The isolated symbol may be cropped for full page effects as long as a minimum of 2/3rds is visible.
Text
Text
Symbol Watermark The isolated symbol may be used as a subtle watermark. A white watermark (screened at 20%) may be used over dark backgrounds and a black watermark (screened at 15%) may be used over light backgrounds. Overlay text may be applied over the watermarks a long as it does not obscure the symbol more than 25%.
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Tree Swooshes Swooshes from the “tree” portion of isolated symbol may be used as cropped photographic effects. The full logo must never be used to feature photographs.
Text River Bank Swooshes Swooshes from the “river bank” portion of the isolated symbol may be used as a caption underscore, divider, or graphic embellishment.
Text
T
Symbol Page Header/Footer
T
A single color, isolated symbol may be used with a stretched single line rule for page headers or footers.
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Colors The Janesville Brand is supported by primary, secondary and tertiary color sets. These colors reflect the character of Janesville and should never be altered or deviated from at any time. The primary set includes six Pantone colors. These colors are used to represent each of the logos in their approved multi and singular color formats. The secondary set consists of screen tints of the primary set. These are to be used for support graphic articulation. The tertiary color is for tonal treatments for background mediums such as wallmounted signage, textiles or other unique substrates. All colors are broken down into reproduction formulas for print/painted mediums (CMYK), digital processes (RGB) and web media (HEX).
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Primary Purple PMS 2603
Secondary
Tertiary Cream
70%
40%
30%
15% CMYK 1/6/15/0 RGB 251/237/215 HEX FBEDD7
CMYK 67/100/12/2 RGB 115/42/129 HEX 732A81 Dark Green PMS 3435
70%
40%
30%
15%
70%
40%
30%
15%
70%
40%
30%
15%
70%
40%
30%
15%
CMYK 86/45/78/49 RGB 21/71/52 HEX 154734 Green PMS 361 CMYK 97/22/100/9 RGB 0/131/62 HEX 00833E Light Blue PMS 284 CMYK 54/21/0/0 RGB 109/171/228 HEX 6D8BE4 Black CMYK 0/0/0/100 RGB 0/0/0 HEX 000000 Black White CMYK 0/0/0/0 RGB 255/255/255 HEX FFFFFF
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Clear Space The clear space or no-invade area around the logos must be maintained at all times. These areas must never be invaded by other graphics, borders or photographic elements. The X, Y and Z boxes define the minimum clear space required from the edges of the logos and the definable outer edge of a background field or the nearest edge of another graphic or visual element.
X
Y
Y
X
X
Z
Z
Z
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Minimum Sizes Logos that include tag lines, “City of “or “Wisconsin” shall never be reproduced where “Janesville” is less than 1” in length. Logos that are without tag lines, “City of” or “Wisconsin” shall never be reproduced where “Janesville” is less than 1/2” in length. Minimum size may also be determined by the quality of a specific reproduction process, background contrast or final output resolution. All applications of the logos shall be clean, crisp and fully legible.
1"
1"
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 unless otherwise indicated in this guide.
Do not squeeze or stretch the logo.
Garden Tours Do not rotate the logo.
Do not add a drop shadow to the logo.
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Do not use the logo within another logo or identity.
Do not use the logo against a background color other than white, cream or black.
JANESVILLE, WISCONSIN BRAND STYLE GUIDE
Do not outline any part of the logo.
Do not extend or alter any part of the symbol.
Typography Typography is a powerful tool used to support the Janesville brand and should be used in all forms of visual communications to maintain a strong and unified brand expression. Suomi Hand is used for tag lines, slogans, informal headlines and graphic embellishments. It should not be overused within the same display or for long extended content. Angie Sans is the primary font family used to support the Janesville brand in all marketing communications such as ads, brochures and other forms of print and digital mediums. Always use the glyph version of Angie Sans numerals: 2 = 2, 3 = 3, 4 = 4, etc. For day-to-day correspondence, use Candara which is part of the standard Microsoft font library. Even though it slightly different, it aligns well with Angie Sans and is available to correspondence recipients so your documents will not default to a random font on their system.
Suomi Hand
ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ Angie Sans Std Regular
ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ Angie Sans Std Italic Angie Sans Std Italic
ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ Angie Sans Std Demi
ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ Angie Sans Std Bold
ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ Candara Regular
ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ Candara Italic
ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ Candara Bold
ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ JANESVILLE, WISCONSIN BRAND STYLE GUIDE
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Brand Applications
Business Cabinet Letterhead
W ’s G at O
20 S. Main Street, Suite # 17 Janesville, WI 53545 janesvillecvb.com
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Business Card
at O G ’s
W
Envelope
Christine I. Rebout Executive Director
1-608-757-3171
20 S. Main Street, Suite # 17 Janesville, WI 53545 janesvillecvb.com director@janesvillecvb.com
20 S. Main Street, Suite # 17 Janesville, WI 53545 1-608-757-3171 janesvillecvb.com
W ’s G at O
E-mail Signature
Christine I. Rebout Exucutive Director
1-608-757-3171 20 S. Main Street, Suite # 17 Janesville, WI 53545 janesvillecvb.com
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A Bold Caption Sets The Message In Motion
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o sville.c
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Cover Panel
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nostrud exerci tation ullamvlutp
Rack Brochure Inside Spread
An isolated statement puts emphasis on a key Janesville attribute or point of interest.
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adipiscing elit, sed diam nonummy nibh
vel eum iriure dolor in hendrerit in vulputate velit.
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
A Third-Tier Caption
A -T r C Đž at More
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lobortis nisl ut aliquip ex ea commodo
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molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero ero. Blandit praesent luptatum zzril delenit
An isolated statement puts emphasis on a key Janesville attribute or point of interest.
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800-48-PARKS | visitjanesville.com
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Display Advertising Display adversing should be bold, simple and joyful. Imagery should convey a pleasant and wholesome experience with an emphasis on clean outdoor environments in a safe, family friendly community. Photography should be vivid and professionally shot depicting good people in great places. Messaging should be concise and with an informal tone. Floating captions should include as few words as possible – less is always more. The “visitjanesville” url and contact phone numbers should be included in all ads.
The Grass is Always Greener on Wisconsin’s South Side. Come get your free sample in Janesville. Its the perfect destination for a family get-away or business meeting. Contact a Janesville Concierge to help you plan your next vacation, group tour or business event by calling the Convention & Visitors Bureau at: (800) 48-PARKS or (608) 757-3171 visitjanesville.com
Half Page Ad
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A Destination with Perfect Balance
l
s to at  ʌ i ,
00 s to 2,5
Janesville is the perfect destination for a family get-away or business meeting. Contact a Janesville Concierge to help you plan your next vacation, group tour or business event by calling the Convention & Visitors Bureau at: (800) 48-PARKS or (608) 757-3171 visitjanesville.com
Full Page Ad
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Visitors Guide
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Specialty Items
Back Panel
Embroidered Cap
Cup
Golf Ball
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Pop-up Display 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 brand tag line, serves as display surface and storage area for brochures, give-away items and other marketing materials NOTE: The logo is used against a low contrast photo image of clouds. This is a rare case where it is permitted to place a logo over a photographic image. The objective is to maintain the logo’s legibility and graphic clarity without the competition of busy textures or contrasting forms. These applications should be evaluated on a case by case basis.
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Resources For more information and assistance regarding adoption and use of the Janesville brand, e-mail us at the Janesville Area Convention & Visitors Bureau office: marketing@janesvillecvb.com Visit us online at : janesvillecvb.com
The Janesville 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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20 South Main Street Suite #17 Janesville, WI 53545 608-757-3171 janesvillecvb.com