Tukwila Brand Style Guide by Avia Design Group, Inc.

Brand Style Guide

Contents

How These Guidelines Work

Tukwila Brand Anatomy What is a Destination Brand?

Why Does Tukwila Need a Destination Brand?

The Tukwila Brand

Signature Experience Themes

Emotional Benefits

Brand Personality

Copy Style

Key Words and Phrases

Photographic Style

Matching Brand Messages to Our Markets

Bringing Our Brand Experiences to Life

Visual Elements Logos

Logos, Extended Forms

Swoosh Effects

Colors

Clear Space

Minimum Sizes

Prohibited Uses

Typography

The Applied Brand Business Cabinet

Rack Brochure

Visitors Guide

Display Advertising

Wayfinding Signage

Resources

TUKWILA BRAND STYLE GUIDE

How These Guidelines Work The brand strategy provides the directions and ideas for portraying and unifying the experiences of Tukwila. In conjunction with the Tukwila 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 Tukwila as a place to visit.

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 Tukwila 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.

TUKWILA BRAND STYLE GUIDE |

TUKWILA BRAND STYLE GUIDE

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 Tukwila to ensure that they are as unifying, compelling, and rewarding as possible.

Why Does Tukwila 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 they think of Tukwila directly impacts whether they will spend time and money here. To compete in this environment we must be unified and clearly differentiate Tukwila in ways that are personally relevant and compelling. The Tukwila brand provides a unifying umbrella through which we can consistently present the countyâ&#x20AC;&#x2122;s leading experiences, words, imagery, products, and distinctive character.

TUKWILA BRAND STYLE GUIDE |

TUKWILA BRAND STYLE GUIDE

The Tukwila Brand The Tukwila brand is designed to present the city in a unified manner as an attractive place to visit, live, work and do business. Tukwila offers the greatest concentration of affordable shopping, along with abundant dining, family fun, sports, and opportunities for experiential entertainment in the Pacific Northwest. With representation from cultures from around the world, Tukwila is a hub of multiculturalism in the Seattle area.

For: People seeking outstanding shopping, family entertainment or fun with friends in the Seattle Metro

Only: Tukwila

Provides: The retail - entertainment district with the most easily accessible, affordable and convenient opportunities, which is...

Where they feel a sense of: Excitement, fun, camaraderie, and relaxation

Brand Essence: Accessible fun

TUKWILA BRAND STYLE GUIDE |

TUKWILA BRAND STYLE GUIDE

Signature Experience Themes Just as a hand-written signature is the distinctive mark of an individual, signature experiences are the distinctive encounters or interactions that convey the distinctiveness of Tukwila’s destination brand.

Key Experience Themes These themes should receive greatest prominence in future marketing communications, partner outreach and product development investments. Some will be emphasized more than others depending upon the target audience and the objectives that are being addressed at the time. • Family Entertainment: Tukwila has Seattle Metro’s most accessible, convenient and affordable fun for all ages. • Shopping: Tukwila has the Northwest’s largest concentration of affordable shopping opportunities. • Fun with Friends: Tukwila is the ideal place for fun with friends, day and night.

Complementary Experience Themes These are the experience themes that play a support role for Tukwila’s Key Experience Themes and may not always be a leading focus for communications and investment. • Accessible: With close proximity to key markets, excellent public transport, closeness to SeaTac and convenient freeway access, Tukwila is easily accessed. • Multi-cultural: With representation from cultures around the world it’s easy to find exotic authentic cuisine, colorful events and crafts. • Events: There’s always something happening with community events and festivals. • Outdoor Recreation: Excellent parks, greenways and trails, and the Tukwila Pond that are ideal for active recreation or just admiring view.

TUKWILA BRAND STYLE GUIDE |

TUKWILA BRAND STYLE GUIDE

Emotional Benefits Emotional benefits reflect how we want Tukwila’s customers to feel through their contact and experiences with the city. The Tukwila brand provides a sense of: • Fun & Excitement: days packed with exciting encounters whether tasting new food, exhilaration of “flying”, laughing with friends, cheering at events, or the pleasures of discovering bargains. • Relaxation & Escape: a few hours or a few days here away from the stress of the everyday can give you a new lease on life. • Camaraderie & Togetherness: time here spark closer personal connections that foster togetherness and camaraderie among friends and family.

Brand Personality Our brand personality describes the characteristics and traits of Tukwila as if it were a person. These traits influence the feel and tone of voice we use in communications. Tukwila brand personality is: • Casual & Relaxed • Eclectic & Diverse • Engaging & Sharing • Fun & Exciting • Energetic & Colorful • Welcoming & Friendly

TUKWILA BRAND STYLE GUIDE |

TUKWILA BRAND STYLE GUIDE

Copy Style Tukwila brand will be imbedded 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 theyâ&#x20AC;&#x2122;re already enjoying the sights, sounds, smells, and sensations of Tukwila. 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 Tukwila brand.

TUKWILA BRAND STYLE GUIDE |

Photographic Style High quality photography can be one of the most potent and versatile communication elements in the Tukwila brand toolkit. This is because our distinctive sense of place, seasons, moods, townscapes and activities make Tukwila extremely photogenic. Questions to ask when selecting images to reflect the brand are:

TUKWILA BRAND STYLE GUIDE

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 â&#x20AC;&#x153;wish you were hereâ&#x20AC;? flavor?

TUKWILA BRAND STYLE GUIDE |

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.

MA RKET

K EY M E S S AG E

All Markets

Tukwila is the Seattle Metro’s most accessible, convenient and affordable fun destination for all ages. Tukwila is the hub of multi-culturalism in the South Seattle area

Family Fun

Tukwila is the center of family-friendly activities. Discover a wide variety of family-oriented shopping and dining, active sports venues, outdoor recreation and exciting entertainment.

Shopping Enthusiasts

Southcenter has the largest concentration of valueoriented shopping and dining in the Seattle Metro. The vast Southcenter Shopping District has well over 550 brand name stores. It offers the type of ‘one stop’ shopping that is unique in WA.

Millennials

Day and night, every season of the year, you’ll find abundant, affordable restaurants, exciting entertainment and sports, as well as great brew pubs.

International

Tukwila is very close to SeaTac and is the ideal place for outstanding brand bargains and myriad exciting places to enjoy between flights.

TUKWILA 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 Tukwila Brand Blueprint. They address:

• Attractions and activities • Outdoor recreation • Cultural attractions • Placemaking and wayfinding • Lodging, restaurants and hospitality

TUKWILA BRAND STYLE GUIDE |

Visual Elements

Logos There are five logos that are used to identify and promote the City of Tukwila. Each include extended forms to suit specific application formats. The five logos and their extended forms may be reproduced in single color: black on white backgrounds or white on dark backgrounds.

Pulsar The pulsar symbol represents a convergence of energies, a blend of cultures and the spark of creative expression. It also loosely represents a circling of a destination on a map or converging roads and paths. It can be used as an isolated graphic punctuation or partially cropped as a dramatic graphic motif.

Logotype The logotype suggests simplicity, approachability and artistic expression. It can be used as a subtle stand alone identifier or paired together with the pulsar for a stronger brand message.

TUKWILA BRAND STYLE GUIDE

Horizontal Logo Used as the predominant version in applications where the brand needs to be evident and where vertical clear space is limited.

Stacked Logo Used for the same reasons as the horizontal logo except for applications where horizontal clear space is limited and vertical clear space is ample. It is considered subordinate to the horizontal logo but should be used to suit the application.

Stacked Logo (Alternate) Primarily used for small applications that are intended to reinforce the flavor of the brand. It may be used for larger applications where there is a desire to showcase the pulsar.

TUKWILA BRAND STYLE GUIDE |

Logos: Extended Forms For use in full color applications

With state extension

Pulsar N/A

Logotype

Horizontal Logo

Stacked Logo

Stacked Logo (Alternate)

TUKWILA BRAND STYLE GUIDE

Black against white

White against black

White against colors and textures (see last item on page 30)

TUKWILA BRAND STYLE GUIDE |

Swoosh Effects Portions of the pulsar can be cropped and positioned for dramatic swoosh effects. When used in this manner, the end result should obscure the pulsar a minimum of 40%.

Pulsar is obscured less than 40%

TUKWILA BRAND STYLE GUIDE

Pulsar is obscured more than 40%

TUKWILA BRAND STYLE GUIDE |

Colors The Tukwila Brand is supported by primary, secondary and gradient colors. These color sets reflect the character of Tukwila and should never be altered or deviated from at any time. The primary set includes ten colors including black and white. These colors are used to represent each of the logos in their approved multiple color formats. The secondary set consists of screen tints of the primary set. These are to support graphic articulation. The gradients are blended composites of the primary colors and are used to articulate the rings in the pulsar symbol. All colors are broken down into reproduction formulas for print/painted mediums (CMYK), digital processes (RGB) and web media (HEX).

TUKWILA BRAND STYLE GUIDE

Primary

Secondary

Gradients 100%

Purple

70%

40%

30%

15%

70%

40%

30%

15%

70%

40%

30%

15%

CMYK 72/74/0/0 RGB 97/89/167 HEX 61/59/A7 Blue

50%

Gradient 1

CMYK 100/0/0/0 RGB 0/174/239 HEX 00/AE/EF Pale Blue

0% CMYK 30/5/0/0 RGB 172/214/242 HEX AD/D6/F2 0% Yellow

70%

40%

30%

15%

70%

40%

30%

15%

70%

40%

30%

15%

CMYK 0/10/95/0 RGB 255/222/23 HEX FF/DE/17 Orange

50%

Gradient 2

CMYK 0/50/100/0 RGB 0/150/76 HEX F7/94/1D Magenta

100%

CMYK 0/100/0/0 RGB 236/0/140 HEX EC/00/8C Apple

70%

40%

30%

15%

CMYK 50/0/100/0 RGB 141/198/63 HEX 8D/C6/3F Green

50%

70%

40%

30%

15% 100%

CMYK 75/0/100/0 RGB 57/181/74 HEX 39/B5/4A Black

Gradient 3

70%

40%

30%

15%

CMYK 0/0/0/100 RGB 35/31/32 HEX 23/1F/20 White CMYK 0/0/0/0 RGB 255/255/255 HEX FF/FF/FF

TUKWILA BRAND STYLE GUIDE |

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 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 X

TUKWILA BRAND STYLE GUIDE

Minimum Sizes Logos that include “Washington” shall never be reproduced where “Tukwila” is less than 1 1/8” in length. Logos that are without “Washington” shall never be reproduced where “Tukwila” is less than 1/2” in length. An isolated pulsar shall never be reproduced less than 1/4” 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 / 8"

1/2"

1/4"

TUKWILA BRAND STYLE GUIDE |

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.

Sky Diving Do not rotate the logo.

Do not add a graphic drop shadow to the logo.

TUKWILA BRAND STYLE GUIDE

Do not use the logo within another logo or identity.

Do not use the color logo against a background color other than white, black or a light neutral texture.

Do not outline any part of the logo.

Do not use white logos against low contrasting colors or complicated textures.

Typography Typography is a powerful tool used to support the Tukwila brand and should be used in all forms of visual communications to maintain a strong and unified brand expression. Meta is the primary font family used to support the Tukwila brand in all marketing communications such as ads, brochures and other forms of print and digital mediums. For day-to-day correspondence, use Calibri which is part of the standard Microsoft font library. Even though it slightly different, it aligns well with Meta and is available to correspondence recipients so your documents will not default to a random font on their system. Calibri numbers are a good alternative to use with Meta. They are the traditional “in-line” format as opposed to Meta’s “hanging figure” format. Suomi Hand is the font that the logotype was based on. It may be used for brand sub heads or short captions, but it is recommended that it be used sparingly and only for special treatments.

Meta Normal*

Calibri Regular*

ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@

Meta OT

Calibri Italic

ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@

Meta Bold

Calibri Bold

ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@

Suomi Hand

ABCDEFGHIJKLMNOP abcdefghijklmnlmnop *Includes additional font versions. All fonts can be purchased from myfonts.com and fonts.com.

TUKWILA BRAND STYLE GUIDE |

Brand Applications

Business Cabinet Letterhead

City of Tukwila 6200 Southcenter Blvd. Tukwila, WA 98188

TUKWILA BRAND STYLE GUIDE

Business Card

Brandon J. Miles Business Relations Manager

Envelope

(206) 431-3684 City of Tukwila 6200 Southcenter Blvd. Tukwila, WA 98188 tukwilawa.gov

City of Tukwila 6200 Southcenter Blvd. Tukwila, WA 98188

E-mail Signature

Brandon J. Miles

Business Relations Manager (206) 431-3684 City of Tukwila 6200 Southcenter Blvd. Tukwila, WA 98188

TUKWILA BRAND STYLE GUIDE |

adline e H n ig Campa

Here

A Bold Caption Sets The Message In Motion

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A Second-Tier Caption Carries the Message 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. Tertiary Caption is for Specifics Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci

Cover Panel

TUKWILA BRAND STYLE GUIDE

tation ullamvlutp corper suscipit

Rack Brochure Inside Spread

An isolated statement puts emphasis on a key Tukwila attribute or point of interest.

A Second-Tier Caption Summarizes the Message

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut

Lorem ipsum dolor sit amet, consectetuer

aliquip ex ea commodo consequat. Duis autem

adipiscing elit, sed diam nonummy nibh

vel eum iriure dolor in hendrerit in vulputate

euismod tincidunt ut laoreet dolore

velit.

magna aliquam erat volutpat.

A Third-Tier Caption

A Second-Tier Caption Features More Attributes

Sesse molestie consequat, vel illum dolore eu feugiat nulla facifeugiat nulla facilisis at vero eros

Ut wisi enim ad minim veniam, quis

et accumsan et iusto odio dignquat, vel illum

nostrud exerci tation ullamcorper suscipit

dolore eu feugiat nulla facilisis at vero eros

lobortis nisl ut aliquip ex ea commodo

ecumsan et iusto odio.lisis at vero eros et

consequat. Duis autem vel eum iriure

accumsan et iusto odio dignquat, vel illum dolore

dolor in hendrerit in vulputate velit esse

eu feugiat nulla facilisis at vero eros ecumsan et

molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero ero. Blandit praesent luptatum zzril delenit augue duis orem ipsum dolor sit amet,

An isolated statement puts emphasis on a key Tukwila attribute or point of interest.

cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut

206-433-1800 | tukwilawa.gov

TUKWILA BRAND STYLE GUIDE |

Visitors Guide

Small SUV 38

TUKWILA BRAND STYLE GUIDE

TUKWILA BRAND STYLE GUIDE |

Display Advertising Images included in display advertising should tell Tukwila’s story as a friendly and welcoming place for fun with friends, outstanding shopping and family entertainment. Copy should be concise and with an informal tone. Floating captions should include as few words as possible – less is always more. Tukwila’s tourism URL should be included in all ads. Online ads should include website links and key social media icons.

Campaign Header Here Aliquam et nisl vel ligula consectetuersuscipit. Morbi eismod enim eget neque. Donec sagittis nec sagittis massa. Vestiue sit amet ipsum lbulum quis augue sit amet ipsum laoreet psa. Vestibulum quis augue sit amet ipsum laoreet pretium. tukwilawa.gov

Half Page Ad

TUKWILA BRAND STYLE GUIDE

Campaign Header Here

Aliquam et nisl vel ligula consectetuersuscipit. Morbi eismod enim eget neque. Donec sagittis nec sagittis massa. Vestiue sit amet ipsum lbulum quis augue sit amet ipsum laoreet psa. Vestibulum quis augue sit amet ipsum laoreet pretium. tukwilawa.gov

Full Page Ad

TUKWILA BRAND STYLE GUIDE |

Detail

Top View

Large Gateway Monument 42

TUKWILA BRAND STYLE GUIDE

Wayfinding Signage Wayfinding signage is an important part of community place-making. Aesthetically, it helps create a unique experience of place. Functionally, it provides efficient guidance through a community and to destinations within it. Two key components of a wayfinding system are guide signs which include vehicular and pedestrian directionals, and identity signs which include area gateways and facility identifiers. The effectiveness of the entire system is dependent on a well-planned wayfinding strategyâ&#x20AC;&#x201C; placement, messaging and legibility.

Top View

Comm Center Flight Museum Foster Golf Downtown

Vehicular Guide

Small Gateway Monument TUKWILA BRAND STYLE GUIDE |

Resources For more information and assistance regarding adoption and use of the Tukwila brand and visual identity, e-mail us at the City of Tukwila: brandon.miles@tukwilawa.gov

The Tukwila 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

TUKWILA BRAND STYLE GUIDE

TUKWILA BRAND STYLE GUIDE |

City of Tukwila 6200 Southcenter Blvd. Tukwila, WA 98188 tukwilawa.gov

20 South Main Street Suite #17 Janesville, WI 53545 608-757-3171 janesvillecvb.com