BRAND STANDARDS GUIDEBOOK
First Edition | FY 2024 - 2025
Who We Are as a Team
Visit Corpus Christi is a 501c6 Destination Management Organization contracted by the city of Corpus Christi with a mission to create a better community by sharing Corpus Christi with the world. The organization is primarily funded through Hotel Occupancy Tax (HOT) paid by visitors while staying overnight in hotels and short-term rentals. Visit Corpus Christi also has a non-profit foundation that supports the hospitality and tourism industry via education programs, raising and providing funding to individuals and businesses during times of need through Visit Corpus Christi Cares.
With the support of our local community, stakeholders, and city leaders, Corpus Christi has become one of the top travel destinations in the state of Texas. Visit Corpus Christi is committed to improving the overall quality of place in Corpus Christi through our organizational mission, vision, and values and we are determined to raise national awareness of our destination. The unique experiences that Corpus Christi has to offer along with our highly skilled team are key to achieving our goals.
TABLE OF CONTENTS
Brand
Target Personas
Photo Presets
Choosing Photos
Social Media
Video Headlines
Video Storyboarding
Digital Banner Ads
Print Ads & Flyers
Data
THE BRAND SECTION ONE
Brand anthem
In Corpus Christi, we coast our own way. From the city to the beach, the coast is more than our part of the state. Coasting... Is our state of mind. We take our time and take what’s ours. We know who we are, and what we stand for. We do things differently and celebrate what makes us the same. This way of life is bigger than our beaches. We are the Gulf Coast Capital of Texas. We are the casually charming. The collectively cool. The creatively curious. we are
OuR mISSION
Strengthening Our Community by Sharing Corpus Christi with the World
brand attributes
As an organization, the values we live by mirror the attributes of the brand. The following list of words reflect how we as Visit Corpus Christi work as a cohesive team in order to fulfill our mission of strengthening our community by sharing Corpus Christi with the world.
BOLD
Texas is many things. One thing we are not is subtle.
APPROACHABLE
Welcome, welcome. Everyone's invited to coast like we do.
COLORFUL
We're made up of many people and cultures. Let all the colors of Corpus Christi shine.
PRIDEFUL
We know we have a good thing going on here. Don't be afraid to act like it.
RELAXED
It's hard to get all worked up with the ocean in view.
target personas
Corpus Christi visitors are a salt-of-the-earth type that love to travel to destinations for leisure that offer the beach and activities they enjoy doing with their friends, significant other or families. They prefer places where they can take a break from their day-to-day routine and feel comfortable to be themselves having the experiences they want whether that be dining out, fishing, boating, lounging on the beach, exploring exciting attractions or going to festivals and events. They are routine-driven and laidback consumers who want the best value and experience for their dollar and do research to get the most out of their vacation.
Roaming Boomers
Texas Trippers
Unbound Urbanites Sun Seekers
Upscale Adventurers
sun seekers
Key Behaviors
Sun Seekers are confident and positive people. They like knowing what’s going on in the world, but worry they’re spending too much time on their smartphone. They value being financially secure, and make priceconscious decisions to ensure they can fulfill that goal. Community is incredibly important to them, and will often make decisions that follow the latest trends in order to be accepted by others. When choosing a vacation destination, Sun Seekers are often looking for events that align with their interests.
Brand Attitudes
Sun Seekers don’t love the idea of being advertised to. They like brands that are transparent, innovative and authentic. They want brands to help them organize and simplify their lives. They like to tell friends and family about new products that they love, especially if they were able to get a great deal.
upscale adventurers
Key Behaviors
Affluent Sun Seekers are adventurous and ambitious. They care about maintaining their appearances and finances, but are likely to consider themselves anxious and overworked. They like exploring the world and enjoy doing so through food and fine dining. They enjoy challenging themselves and will often seek out activities that allow them to do so. They love taking advantage of wellness activities on vacation: everything from spas to walking and hiking.
Brand Attitudes
Affluent Sun Seekers are loyal to the brands they like, and believe their purchases say something important about themselves. They trust expert opinions before buying expensive products. When they themselves have enjoy a product, they like being that trusted expert for friends and family in their own life.
44
64 % 25 - 64
$150K +
$5,000 +
unbound urbanites
Key Behaviors
Unbound Urbanites are adventurous and open-minded. They are worried about the world and their place in it, but are comfortable talking about their own mental health and trying out alternative medicines and therapies. They’re unlikely to take a trip that is over a week long, but enjoys traveling to experience something new and to soak up the culture of a destination.
Brand Attitudes
Unbound Urbanites are always looking for the best deal. They will take the time to research the best price, and are likely to use codes, coupons or loyalty programs to get a discount. They like brands that are reliable and clearly listen to and incorporate customer feedback into their organization.
64 % 25 - 44
roaming boomers
Key Behaviors
Roaming Boomers are mature travelers with an adventurous and open-minded outlook on life. They’re worried about modern problems like immigration and data privacy, but are comfortable talking about and learning about these topics. They value their faith and putting others before themselves. Even though they may not have kids in the home anymore, being a parent is still very much a part of their identity. They love being able to combine vacations with the ability to visit family and friends. They enjoy sightseeing, especially when it allows them to walk around their destination.
Brand Attitudes
Roaming Boomers are loyal consumers who like to shop with brands they know and trust, and love it when their loyalty is rewarded. They looks for brands that are reliable and authentic. They expect these brands to listen to customer feedback and be transparent about how they collect and us consumer data.
texas trippers
Key Behaviors
Texas Trippers are focused on their family and ensuring they’re providing a financially secure and positive environment for their loved ones. They’re active in their community and believe it’s important to help others before they help themselves. They also place a high value on their own appearance and enjoy spending time and money on fashion and beauty products. When choosing a vacation destination, they look for relaxing locations that have family-friendly activities. They may stay with friends and family and take short, last-minute trips.
Brand Attitudes
Texas Trippers believe that the products and services they buy say something important about them, and will support companies exclusively to access those communities. They stay loyal to brands and products they like, and will advocate for those brands to friends and family members.
83 % 35 - 54
$50K - $150K
$500 - $5,000 $100K AVG
brand pillars
Align core assets and values of Corpus Christi with overlapping core values of our audience, while connecting functional to emotional benefits. Engages our audiences in messages they are interested in and motivated to ultimately drive conversion. Establishes a foundation from which to learn and optimize messaging with what resonates among our travelers. This includes a balance of diversity and inclusion. Our content team heavily focuses on these different pillars when considering content for our audiences.
PILLAR 1
big on the outdoors
There’s a reason why we’re the Gulf Coast Capital. This is where we show off our natural beauty, undeveloped coastline, sandy beaches, luminous yellow and orange sunsets, and all the ways to stay active in and out of the water.
PILLAR 2
bold attractions
From the USS Lexington to the Texas State Aquarium, our attractions all throughout the city make a statement. This is all about what to do and see when you’re here.
PILLAR 3
coasting the city
Our neighborhoods are full of unique shops, restaurants, museums, music, events and other things to experience that make us a true beach community. We’ll show visitors the way around Corpus Christi.
PILLAR 4
cctx vibe
Our city has a distinct vibe. It’s made up of a colorful and diverse combination of people, personalities, history and culture. Let’s show them all the ways we coast.
vcc brand moodboard
Our brand moodboard serves as a captivating visual representation that encapsulates the essence and tone of our beloved brand. Through carefully curated icons showcasing our favorite Corpus Christi attractions and infused with coastal-inspired slogans, the Visit Corpus Christi moodboard truly epitomizes the Visit Corpus Christi brand identity in a delightful and graphically engaging manner. This thoughtfully designed moodboard not only serves as a wellspring of inspiration but also offers practical applications in the realm of real-world deliverables such as eye-catching wall wraps and stylish mouse pads. By leveraging this meticulously crafted moodboard, we can effortlessly infuse our brand into various touchpoints, leaving a lasting impression on our target audience.
TONE OF VOICE SECTION TWO
overview
Visit Corpus Christi is more than a destination management organization. We serve as a daily reminder to kick back, coast, and explore. Within this section, you will learn our personality, how we speak, and how our voice should sound. We are the sum of the things we’ve done, the people we’ve roamed with, and the places we’ve been. After this section, we hope you’ll come to know us a little bit more than a beach destination.
brand personality
We speak to our partners, our team, and audience with kindness, calmness, and confidence. We’re bold, approachable, colorful, prideful, and relaxed. We like to crack a cold one and do things our way while on the coast. We aren’t a particular feminine brand. And when we decide to unwind, it’s always on open water.
Our marketing and advertising language should not feel like we’re selling a product. It should feel like an invitation for our audience to go big, get in their car and explore.
We’ve got attitude as big as Texas in the Gulf Coast Capital, but you don’t have to be a Texan to coast like one. That is because everyone is invited. Made up of many people and cultures, we let all the colors of Corpus Christi shine. As we know we have a good thing going on here, we aren’t subtle and we definitely don’t keep it to ourselves.
WHEN YOU’RE IN THE GULF COAST CAPITAL, YOU DO THINGS YOUR WAY. SEE HOW YOU CAN GO BIG WHEN YOU COAST YOUR OWN WAY.
brand headlines
The purpose of our brand headlines are to capture and summarize our brand promise, brand values, and experience. Headlines may be used in any marketing materials, advertising, or brand execution where we see to communicate our personality, mission, or brand values.
Each headline may be used in combination with the brand logo and brand images as a standalone brand marketing campaign. Our headlines are an invitation for anyone and everyone to coast with us. When writing treat headlines almost like tips or rules on how to coast. They don’t always have to speak directly to the image, but they should give our audience an idea of hose we do things in Corpus Christi.
THE WAY WE WRITE IS A REFLECTION of our brand values and mission. scan to access MORE OF our approved copy and headlines.
master style list
This is a guide to the grey areas in grammar, spelling, and commonly confused styles. This list is not comprehensive. When in doubt, refer to a recent version of the Guidebook for updates.
Headlines
• Headlines and titles should be short, clear, and “hook” the user into reading more
• Use Title Case, not sentence case
• Use periods when writing in sentences
• Bold the headings for events, such as listings on listicle articles
• Use “and” in paragraphs and writing
• Use & in titles and headlines
Punctuation
• Use consistent punctuation
• Do not use spaces around the em-dash
• Do not end bulleted or numbered lists in periods, unless the list item contains multiple sentences
• Do not hyphenate paragraphs
• Use ONE exclamation point when talking about something fun, new or exciting. Do not overuse exclamation points throughout articles or more than one in a row
Link Formatting
• Add links through out articles and blog posts including links to other blogs and content that is relevant to the topic
Contact Info & Times
• Phone numbers should be written with hyphens Do not use periods or parenthesis
• Example: 361-881-1888
• Use September 5, 2022
• Use a.m. and p.m. Not AM or PM. Not 5am
• Use en-dash when referring to time ranges instead of words like “through, to, or thru”
• Use periods for abbreviations in addresses
• Main Office 400 Mann St. Corpus Christi, TX 78401
• It is ok to use TX when using in an address, but should be spelled out when in a sentence
Lists
• Create lists by making separate paragraphs with separate sub-headings
• Write out the numbers one through ten, then use numerals for higher numbers
• If numbers are in the title, use numerals
• Example: Top 10 Things to Do at the Beach
Correct Spelling
• Use grey, not gray
LOGOS SECTION THREE
overview
Our logo is how our audience tells us apart from a crowded industry. It’s a promise of quality, consistency, and reliability. As such, it is vital that our logo and all sub-brand logos are presented correctly in every execution. This section covers these guidelines in detail. Any use of our brand logos outside of or conflicting with the contents of this section will be considered unauthorized.
logo evolution
Corpus Christi Convention & Visitor's Bureau
Corpus Christi Convention & Visitor's Bureau
2009 2017 2019
Visit Corpus Christi
p RI m AR y l O g O visit corpus christi
The primary logo identifies the Visit Corpus Christi brand as a whole. Use this logo in full color as shown. This logo is a carefully created piece of locked artwork that should not be altered in any way.
Please note: the Visit Corpus Christi logo use is only intended for representing the organization. Examples include major organizational events like State of Tourism, sponsoring a community event, PATH, and more. If you are unsure of the correct logo to use, please reach out to your supervisor or the Creative Team.
a scalable identity system
Trying to fit the same logo simultaneously on a billboard and on a decal is a challenge. Our identity system is designed for flexibility, consistency, and brand recognition.
We have provided different logo lockups that should cover every space imaginable. Instead of trying to fit a logo into a space that is too small or crowded, simply use a different version for maximum visual impact and clarity.
HORIZONTAL LOCKUP
STACKED LOCKUP
SUN ICON
lockup assembly
Our logos are the most important graphical elements used to identify the brand and must be used on all materials coming from Visit Corpus Christi internal or external.
The standards set out in this Guidebook have been specially created and should be adhered to consistently throughout all visual communication touch points. Our identity is specifically designed for versatility while mixing and matching the elements is encouraged, if done correctly.
When our icon and wordmark are assembled together, the height of our wordmark can be used to determine the ratio and relationship between the two elements.
MINIMUM SIZE
2.5”
This version is not intended for extremely small sizes. The minimum height is .75” for print applications.
ICON HEIGHT
The height of the sun icon is about three times smaller than that of the wordmark, to scale down as shown in the dotted lines.
CLEAR SPACE
The navy indicates clear space. This area must be kept free of all other graphiccal and visual elements with enough padding.
VERTICAL ALIGNMENT
The left point of the sun icon should align exactly with the vertical center of the word visit within the wordmark.
The Corpus Christi logo can be used on any outward-facing public materials. We recommend using this Logo in full color as shown. If needed, this logo can be used in all white or charcoal.
Please note: the Corpus Christi logo use is only intended for promoting the destination from a marketing and communications standpoint. Examples include leisure campaigns, sponsoring the PBR bull riders, takeover events, and more. If you are unsure of the correct logo to use, please reach out to your supervisor or the Creative Team.
cctx badge logo
The CCTX badge logo can be used when accompanied by the Corpus Christi logo. The badge should be used in full color as shown. If needed, the badge can be used in one color in any of the brand colors or any approriate colors that make sense.
sun icon
When subtlety is desired, the Sun icon can be used in place of a full brand logo lockup. When this mark is used, ensure that our brand name is visible near or in relationship with the icon. This will help reinforce brand recognition.
0.75”
MINIMUM SIZE
This version is not intended for extremely small sizes. The minimum height is .75” for print applications.
SPECIAL COLOR USAGE
When the icon is used as a standalone element, it will accommodate any acceptable combination of our colors.
background control
Contrast is the name of the game when considering placing the logo on any background.
Our logo should not only be legible; it should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the presence of the logo is weakened. The logo may be placed on photographs, textures, and patterns as long as there is enough contrast for the logo to be visible.
The full-color version of the logo may be used on any solidcolor background. Use the dark or light version to achieve maximum contrast.
The one-color, dark version of the logo may be used on any light photographic background. The full-color version may be used on light photographs that have enough contrast.
The one-color, light version of the logo may be used on any dark photographic background. For legibility, do not use the full-color version on photographs. Add a slight drop shadow if the background image is complex.
The one-color version of the logo may be used on lowcontrast patterns. For legibility, use the dark or light version to achieve maximum contrast.
When used on the exterior of the building, signage should follow the same center-aligned placement of the logo on other touchpoints.
If manufactured signs are required, like retractable banners, place the logo on the sign asymmetrically (either horizontally or vertically). Detailed template files are available.
on signage placement staff apparel
Branded apparel like t-shirts, polo shirts and coffee tumblers should use a right-aligned or center-aligned logo placement if possible.
Each piece of merchandise will carry unique limitations. Use the images below as general guidance as many colored shirts can be used for staff apparel.
Note that there will be certain instances where a navy blue polo is required attire for special events or situations. If you don’t have one, get with your supervisor for ordering staff apparel.
logo misuse
Our brand logo is a powerful symbol that represents our company’s identity and values. It is essential to maintain its integrity and ensure consistent and proper usage across all platforms. Logo misuse can dilute our brand image and create confusion among our audience. To avoid this, always adhere to the guidelines outlined in this brand standards book. Do not alter, distort, or modify the logo in any way. Maintain the correct proportions, colors, and spacing. Always use approved versions of the logo and avoid any unauthorized variations. See the examples below of what not to do to our logo.
Do not stretch, squish, or distort the logo in any way.
Do not apply effects or heavy drop shadows to the logo.
Do not apply colors to the logo that are outside of our brand color palette.
COME COAST WITH US!
Ensure that all other content around the logo does not encroach on the safe zone.
Do not alter the layout or relationship of the logo elements.
Do not skew or rotate the logo.
On the Visit Corpus Christi website, the logo will be placed in the upper left-hand corner of the navigation bar. Do not center the logo on screen, even on small screens.
FAVICON
Our favicon—a 32px x 32px icon that is displayed in the browser next to the url—is the only other approved usage of our icon in solid form.
on the web on social media
When used as social media avatars, the icon-only logo can be used with the right amount of clear space on all sides.
We have developed two approved avatar images found here on this page. They are each approved for both circular and square avatars shapes of all sizes.
While the layout of these avatars should not be altered in any way, approved secondary brand colors may used to address special events, holidays, and seasonal changes.
ICON AVATAR
Preferred avatar for use on all platforms. All approved color combinations may be used.
WORDMARK AVATAR
All approved color combinations may be used. The wordmark must be visually centered, not mechanically.
visit corpus christi family of brands
Many department “family” logos have been designed and carefully integrated within the Visit Corpus Christi parent brand. These distinct logos, while staying true to the Visit Corpus Christi style, have been skillfully crafted to cater to the unique requirements and essence of the specific department or initiative.
Whether it’s the Gulf Coasters, the Sales Department, or the Film & Music Commission, these department-specific logos effortlessly capture the spirit and purpose of their respective initiatives, showcasing a harmonious blend of individuality and brand unity. See the entire Family of Brands logo below, and examples of these individual logos on the right.
COLOR STACKED
Campaign logos
On occasion, we will create campaign-specific logos for certain departments’ initiatives, events, and campaigns. These logos often include the name of the initiative and imagery related to the campaign. Please see the examples below of logos created for Sales campaigns, organizational events, and more.
GULF COAST CAPITAL NIGHT
Gulf Coast Capital Night is an annual organizational event to increase brand awareness and enhance community pride.
COAST BACK HOME
Coast Back Home is a campaign created for the Sales team to encourage locals to book meetings in their hometown.
PATH
Professionals Across Tourism & Hospitality, or PATH, is a workforce development program aimed to recruit high school students to join the hospitality workforce industry.
GULF COAST CAPITAL TAKEOVER
Gulf Coast Capital Takeover is an out-of-city event hosted by the Sales team. This event showcases our brand to major Texas cities by incorporating innovative activations.
COASTAL BEND MUSIC INDUSTRY SYMPOSIUM
As part of the Music Commission’s ongoing initiatives, event branding was created for this event held by our local partners.
TOURISM WORKFORCE SUMMIT
Workforce Summit is an annual event held to showcase our partners the value of tourism and open the doors for collaboration to get people interested in aligning their work to get tourists to come into our city.
TYPOGRAPHY SECTION FO u R
overview
Few things communicate the look and feel of a brand more clearly than the way letters, numbers, and symbols are put together. We believe typography should strike a balance between legibility and interest. This section will cover approved typefaces, the way we use typography to communicate clearly, and some helpful usage tips. Any typeface not referenced in this section should be approved before pushing out to the public.
dive into our coastal-inspired
FONT lIBRARy
To use our brand fonts, download the font package from our website. Unzip the file and open the font files. Click “install” on each font window. Installation takes a few seconds. After installation, close the font windows. You can delete the files once installed on your computer.
our fonts are integrated in our brand's personality. scan the code to download our complete font package.
Primary typefaces
Our headline typography varies in weights and typefaces, which means you are able to customize letterforms and numbers to create an infinite number of styles. Each line should be equal height and width. That being said, we typically stay within these four fonts.
Use contrast between the different fonts to communicate relevant importance, otherwise known as hierarchy, of information.
Crafter Rough
When using this font, set the tracking to 20 pts. for maximum legibility.
0123456789
Do not use this font for numbers. Any numeral used for this font will require approval.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ !”&’,?.
Glacial Indifference
This font is the only font approved for body copy.
headline treatment
The heading structure on this page serves as a valuable guide for structuring compelling headlines that grab readers’ attention visually. It provides essential insights into the art of mixing various typefaces effectively. By following these basic examples, we can ensure our headlines are diverse and visually engaging, enhancing the overall readability and impact of our content.
secondary typefaces
On occasion, we utilize fonts outside of the primary typefaces, which allows us to expand our design options and create a diverse visual identity across departments. These secondary typefaces are carefully reserved for specific campaigns and departmental projects, enhancing the overall brand experience. We recommend that you add these fonts to your personal library and use them sparingly, maintaining a cohesive design language across our materials.
boston skyline rough
This font is considered a primary font when working on projects related to the Sports Commision.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
KRONA ONE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
ROWDIES
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Aurellia
web-safe fonts
The web-safe type on this page is in direct reference to our current website design. This is the basic breakdown of standard heading typefaces, and their relationship to body copy.
Obviously, exceptions exist, especially between different page templates. Also, the h-level of each heading should be set in accordance with search-engine and development best practices.
SUN, SURF AND SAND COAST YOUR OWN WAY
There’s a reason why we’re the Gulf Coast Capital. This is where we show off our natural beauty, undeveloped coastline, sandy beaches, luminous yellow and orange sunsets, and all the ways to stay active in and out of the water.
Visit Corpus Christi
COLOR SECTION FI v E
Our main hue: A relaxing teal that conveys peace and thoughfulness. Use in compositions as a background or text color.
PMS 326 C
CMYK: 78, 10, 37, 0
RGB: 0, 169, 170
HEX: #00aaab
primary color
Imagine walking through McGee Beach. Grains of sand under your feet. The salty, scent of the ocean and the sounds of crashing waves.
Teal, our primary color, is meant to invoke the feelings of relaxation, thoughtfulness, and being at peace.
While our teal is always a safe color to use for the brand, consider it a starting point. The hue has inspired a palette of secondary colors that invoke these emotions perfectly.
To ensure accuracy when printing merchandise, please use the associated Pantone number for the perfect match.
Color evokes emotion. Use our primary color to convey our coastal personality, or use brighter hues to show our sunny side. Visit Corpus Christi brand is known for our beach and culture connection, inspiring our primary palette. Always use one of the colors on this page for our brand, except for specific recommendations. Charcoal is for text use only. See next page for approved color combinations.
PMS 7619 C
CMYK: 10, 79, 82, 1
RGB: 217, 90, 62
HEX: #d95a3e red 100
PMS 7496 C
CMYK: 61, 29, 88, 11
RGB: 107, 136, 72
HEX: #6b8848 green 100
PMS 323 C
CMYK: 91, 48, 51, 25
RGB: 8, 93, 100
HEX: #045c64 navy 100
primary palette alternative colors
For unique project needs, our team uses a curated alternative color palette. These colors are reserved for special cases, print adjustments, or broader color options. The secondary palette also applies to specific initiatives or campaigns for a unique visual identity. Approval from the Creative Director is required to maintain consistent branding and design standards.
PMS 7409 C
CMYK: 9, 39, 100, 0
RGB: 231, 163, 35
HEX: #e7a323 orange 100
PMS 127 C
CMYK: 3, 9, 74, 0
RGB: 250, 222, 97
HEX: #fade61 yellow 100
PMS 326 C
CMYK: 78, 10, 37, 0
RGB: 0, 169, 170 HEX: #00aaab teal 100
pink
light green
charcoal
tan
HEX: #ff8484
HEX: #fbfadc
HEX: #b4d351
HEX: #d9c157
#1d2c2b
using tints
We prefer our brand colors used without editing, but some situations require the use of color tints. For example, in the instance of using a photo as a background for print or digital, using a tint change can help with text visibility.
If necessary, use a 20% tint step system, keeping legibility in mind. Any tint below 60% used as a background will require dark text for the exception of yellow which should always be dark text.
color combinations
Nearly all of the colors within our primary palette can be used in combination. Whenever possible, strive for legibility with contrast, especially when setting typography.
When layering colors, you may use any of these combinations including white on charcoal and the reverse. We want to ensure that our colors are able to pop on one another and avoid any muted visuals. If needed, we can explore other combinations but want to avoid anything that is difficult to see.
multi-color type
When combining multiple colors with typography, please follow the color pattern below. The order of colors used in type should flow smoothly together. Avoid using the typical rainbow pattern when applying color to type as it breaks our brand rules. When choosing between yellow and off-yellow in the rainbow letters, please make sure the letters have enough contrast and that the color doesn’t hurt the legibility of the letter.
APPROVED:
C O R P U S
C H R I S T I
Corpus Christi
ICONS & ELEMENTS SECTION
SIX
overview
As a part of the Visit Corpus Christi brand assets, we have a set of brand icons used to showcase our attractions and iconic parts of Corpus Christi in a flat, graphic style. These icons can be used across the majority of collateral pieces to enhance our brand’s visual style. In this section, you will see the icon library we have available, as well as additional graphic elements that are utilized to create material that is visually stunning and unique to Corpus Christi.
General Icons
attraction Icons
AMERICAN BANK CENTER
USS LEXINGTON
TEXAS STATE AQUARIUM
CC HOOKS
CC SCIENCE & HISTORY MUSEUM
SOUTH TEXAS BOTANICAL GARDENS
ART MUSEUM OF SOUTH TEXAS
SELENA QUINTANILLA
graphic elements
We employ a distinct set of graphic elements to enhance our brand’s visual appeal while maintaining consistency. The variety of wave graphics are employed to create divisions between page elements, such as headers and footers.
ROUGH WAVE
textures
SMOOTH WAVE
Textures are utilized to add depth to our designs. When applying texture, ensure it is at most 50% opacity and in a lighter or darker shade than the background to avoid distracting the viewer from the main content. The three textures shown below are at full opacity to show their differences. Scratch and Halftone textures are available for anyone to use in Canva.
icon usage
The variety of icons we have in our library can be used for almost all brand collateral. They are primarily used as decorative elements on brand collateral, visually creating a scene. Below, you will see how the icons interact with the typography and graphic elements to create a bold design. It’s important that the elements within the icons remain the same; however, they can be modified for special events as shown below.
data visualization
When creating data for our brand, use the provided visuals as a reference. Use our brand’s colors and fonts in all visuals for a cohesive look. Design the data clearly and intuitively to represent our brand effectively.
PHOTO & VIDEO
SECTION SE v EN
photo presets
Photos are a crucial part of showcasing our destination. Our brand requires photos that are bright, vibrant, and tell a story about Corpus Christi. We always strive to choose diverse photos that involve an activity, showcase an attraction, and depict our brand values.
Our photos are obtained in a variety of ways; we utilize a lot of user-generated content and will do photoshoots for high-quality photos and videos when needed. No matter where the photos come from, the editing and styling of the photos need to be cohesive. Our library of photo presets is a great jumping-off point for editing photos of Corpus Christi.
choosing photos
Below is a collection of photos that best represent our brand voice. It’s important to be mindful of the photos chosen for our various projects and initiatives. Avoid using photos that are repetitive, keep them diverse, and let the photos lead the tone of the design.
Social media
Above are examples of social media templates. With story and main post templates, the goal is to deliver the content and information in a visually engaging way. The templates are designed to be streamlined, so anyone should be able to simply drop in the information.
video headlines
Keeping in mind the established rules of type treatment, the same principles apply to video headlines. With video headlines, it’s important that the message is clear and concise. Avoid headlines that are too wordy; instead, opt for wording that explains as much as possible using the fewest words.
Scan the code to see our youtube library of videos and commercials.
video storyboarding
Below is an example of a video storyboard from a recent commercial we did. The goal of storyboarding video ideas is to have a clear sense of the timeline for the video. See how the storyboard showcases key scenes for the movie and any graphics or logos that need to be included.
APPLICATION SECTION EI g HT
overview
This section is intended to showcase how the brand is implemented in various applications. Here, you can observe the seamless integration of logos, graphics, photos, and videos to create a cohesive array of deliverables. Whether in print or digital formats, maintaining consistency in our brand’s styling is paramount. Equally important is utilizing the brand to create bold and innovative designs. Presented below are a variety of both print and digital deliverables.
in this section
DIGITAL BANNER ADS
digital banner ads
Depending on the media placement, we create several types of digital banner ads. The content and styling is based on the target audience, messaging, and overall goal of the advertisement. We create both static and animated banner ads in at least three sizes for optimal placement. See the examples below of static and animated frames that are both targeting the Sunseeker persona.
STATIC AD (MULTIPLE SIZES)
320X480 PX
320X50 PX 300X250 PX
print ads
We create a variety of print ads to be featured in regional magazines and publications. Depending on the department, the messaging and styling is slightly different. See the examples below.
LEISURE AD
PADRE
flyers
Print flyers, also known as one-sheeters, are an easy medium to communicate a large amount of information about an event or initiative in a digestible way. See the examples of flyers below. PRINTED
Corpus Christi
e-blasts
E-blasts are a great medium to get the word out about the Gulf Coast Capital happenings. We have a variety of e-blasts that we send to partners, stakeholders, visitors, and locals alike. Whether it be for retail, monthly newsletters, organizational reports, save the dates, or anything else, e-blasts are a great tool to utilize.
RETAIL E-BLAST BACK TO SCHOOL
campaigns
Our organization is big on creating unique campaigns to meet a goal or initiative of our business plan. Through the years, we have developed a variety of branded campaigns. With campaigns that have their own signature branding, it’s important that the campaign branding ties into our parent brand standards in some way. This usually means incorporating one of our brand typefaces or creating a color palette similar to our own.
Gulf Coast Capital Takeover
Gulf Coast Capital Takeover is an out-of-city event hosted by the Sales team. This event showcases our brand to major Texas cities by incorporating innovative activations. The first GCC Takeover event was held in Austin Texas at the Tipsy Alchemist Bar, which was activated with our branding, merch, shirts, a screen-printed t-shirt bar, VR station, and custom dessert tacos.
See how we altered the original Visit Corpus Christi brand while remaining true to our type and color choices. The branding for GCC Takeover is slightly elevated to be even bolder and more memorable, encouraging meeting planners to book their next event in the Gulf Coast Capital.
Our Visitor Information Center is the hub for information, as well as Gulf Coast Capital merch. Visitors and locals alike are able to purchase keepsakes and wearables with our signature branding on them. See how we design to boost a memorable visit and community pride through retail.
