Brand Usage Manual - Connecticut
1Brand UsageManual
table of contentsTABLE OF CONTENTSBRAND OVERVIEW. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Attributes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Personality. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6CONNECTICUT LOGO GUIDELINESFOR DEPARTMENTS. . . . . . . . . . . . . . . . . . . . . . . . . . . .37The Connecticut logo accompanied bydepartment name. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Elements of the Connecticut logo accompaniedby department name . . . . . . . . . . . . . . . . . . . . . . . . . . 39LOGOS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Stacked version. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40Connecticut state brand guideline agreement . . . . . . 8Horizontal version. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41Connecticut logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Sample Connecticut logos with office name(stacked). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42Elements of the Connecticut logo . . . . . . . . . . . . . . . 10Connecticut primary logo color. . . . . . . . . . . . . . . . . . 11Connecticut logo: black/white . . . . . . . . . . . . . . . . . . 12Connecticut logo 4-color printing . . . . . . . . . . . . . . . 13Connecticut logo & website lockup. . . . . . . . . . . . . . 14Small spaces alternative logo. . . . . . . . . . . . . . . . . . . 16Vertical use of logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . 17When to use the full-color logo vs. the white logo . . 18Connecticut logo: improper uses. . . . . . . . . . . . . . . . 19TYPE & FONTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Connecticut type & fonts. . . . . . . . . . . . . . . . . . . . . . . 22Fonts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Recommended font weights for text elements . . . . . 24Alternative font . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Alternative font weights for text elements . . . . . . . . . 26BRAND GUIDELINE FOR TOURISM REGIONS. . . . . . 27Regional brand usage . . . . . . . . . . . . . . . . . . . . . . . . . 28Connecticut logo with region name lockup . . . . . . . 29Connecticut logo with district name lockup . . . . . . . 31Sample uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Themed collateral. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Sample digital ads. . . . . . . . . . . . . . . . . . . . . . . . . . . . 35Sample Connecticut logos with office name(horizontal) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43SPACING & ENVIRONMENT. . . . . . . . . . . . . . . . . . . . . 44Connecticut spacing guides. . . . . . . . . . . . . . . . . . . . 45Connecticut logo surrounding space guidelines . . . 47PHOTOGRAPHY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48The DOs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49The DON’Ts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50TRADE SHOW MATERIALS. . . . . . . . . . . . . . . . . . . . . . 51POWERPOINT PRESENTATIONS. . . . . . . . . . . . . . . . 54RADIO AND VIDEO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56CONTACT US. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 582
3Overview
overviewTHE CONNECTICUT BRANDThrough clarity and consistency of message, the Connecticut brand continues to attract adynamic and diverse population by celebrating everything that makes the state a great place tolive, work and play. These guidelines are intended to ensure that the elements of Connecticut’sbrand are used as intended, which will strengthen and unify our efforts in marketing tourism,economic development and other state-focused initiatives. We encourage the implementationof these brand standards in all promotional materials as we showcase Connecticut to potentialand existing visitors, businesses and residents.BRAND POSITIONINGWhether you are creating brochures, digital advertising, tradeshow booths or other materials,every communication about Connecticut should strive to reinforce our overall brand positioning,which describes the perception we would like people to have of our state.Connecticut offers a dynamic blend of complementary experiences — the natural and thecultural, the historic and the contemporary, the relaxing and the active, the possible andthe practical — all within close proximity to each other.When we express this position in tourism promotion, we add the key benefit of proximity to ourprimary target audiences:And so close to you.In reviewing your communication to see if it is “on brand,” ask yourself whether someone whosees this communication would conclude that Connecticut is: a blend of contrasting/complementary forces, e.g., nature/culture, historic/contemporary,relaxing/active, proven/groundbreaking? an inviting place to visit, play, stay overnight? a center of innovation? a community of people who strive to make a difference in their regions and industries?While there’s no need to use this exact language, the impression people are left with afterseeing our communication should reflect these differentiators.4
overviewBRAND ATTRIBUTESConnecticut’s ideal location, size and scale have rendered it a natural and cultural nexus,providing its residents, visitors and businesses a concentration of everything and anythingthey could possibly need or want.At the core of our brand positioning is the idea of a dynamic — an energizing intersection ofcontrasting yet complementary forces. As appropriate, we should strive to bring that dynamic tolife in our communications. Here are just a few examples of the synergistic marriage of distinctiveattributes that together best characterize Connecticut. Connecticut is a rich tapestry of interesting small towns and constantly evolvingurban centers. More than any other New England state, we offer a blend of incredible natural beautyand sophisticated cultural options — all within close proximity to each other as well as toneighboring states. We offer visitors a unique blend of activities and experiences: casinos and museums, culturalattractions and active lifestyle options. Connecticut is home to some of the nation’s largest leaders in their fields, as well as emerginginnovators who are pioneering new industries altogether. We are also at the convergence of exciting research and development centers — and some ofthe country’s most sophisticated advanced manufacturers.5
overviewBRAND PERSONALITYAs critical as what we say about Connecticut is how we say it. All of our communicationsshould project the innovative, dynamic personality of Connecticut. Here, too, we need toreflect the many sides of our state. On the business development front, we are knowledgeable but always approachable.We have built up a lot of expertise in key industries but are eager to continue building ourcommunity of proven leaders and emerging innovators. On the tourism front, we are both sophisticated and authentic. There’s a level of taste andrefinement here, but also a personable, down-to-earth quality that is open and inviting. As a state, we are bold and innovative, while still respectful of tradition and pastaccomplishments.Above all, we need to overcome the frustratingly ingrained stereotype of Connecticut ashome to “preppies” who are stiff and shallow with messaging that invites those who cravesomething more to discover for themselves the diversity of experiences Connecticut hasto offer.6
7Logos
logosCONNECTICUT STATE BRANDGUIDELINE AGREEMENTThe Connecticut Department of Economic and Community Development (DECD) hasa unique and widely recognizable logo to bolster state and brand awareness and promoteovernight visitation. Relevant partners and organizations are encouraged to use this logoand participate in the Connecticut brand.The following claim and statement are added to the record in place of the current claim andstatement: (1) Color claim: “The color(s) gray, red, white and blue are claimed as a feature ofthe mark.”; and (2) C olor location statement: “The mark consists of the wording ‘Connecticut’ inblue, except for a red and white flag crossing from the letter ‘u’ to form thehorizontal line in the second letter ‘t’ and a red star over the letter ‘i’.”Partners and entities using the Connecticut logo are required to follow all guidelines andregulations to ensure the integrity of the brand is maintained throughout all applications.Those using the logos shall not:1.Alter the mark in any way.2.Use any part of the mark as part of another word.3.Redesign, redraw, animate, modify, distort or alter the proportions of the mark.4.Surround the mark with, or place in the foreground over, a pattern or design.5.Rotate or render the mark three-dimensionally.6.Add words, images or any other new elements to the mark (unless pre-approved).7.Enclose the mark in a shape or combine it with other design elements or effects.8.Modify the size or position relationship of any element within the mark.9.Add additional copy to the mark (unless pre-approved).Any rare exceptions to these rules need to be carefully considered and approved by theOffice of Tourism.8
logosCONNECTICUT LOGO9
logosELEMENTS OF THE CONNECTICUT LOGO The Connecticut wordmark Flag crossing the letter “T” Star over the letter “I” symbolThe logo should never have a TM symbol anywhere.THE CONNECTICUT WORDMARKSTAR:REGISTEREDTRADEMARKSYMBOLFLAGCROSSING THELETTER “T”When the Connecticut logo needs to be paired with department and state agencies’ names,a series of guidelines will help provide consistency.Y YDepartment of Economic andCommunity DevelopmentTHE SPACE BETWEEN THE BOTTOM OF THE LOGO AND THETOP OF THE NAME OF THE DEPARTMENT OR STATE AGENCYSHOULD BE NO LESS THAN THE HEIGHT OF THE LOWERCASECHARACTERS IN THE WORD “CONNECTICUT.”10
logosCONNECTICUT PRIMARY LOGO COLORThe Connecticut logo consists of four main colors, detailed below: Pantone 2935C,Pantone 2945C, Pantone 485C and Pantone C11
logosCONNECTICUT LOGO: BLACK/WHITEDepending on a particular creative or production requirement, an all-black or all-whiteversion of the logo is available. These versions are displayed below.100% BLACK0% BLACK12
logosCONNECTICUT LOGO 4-COLOR PRINTINGWhen printing in four-color process, the percentages for achieving an acceptablematch to the Connecticut colors are as 30Note: These standards are for general use and do not constitute specific guidelines for apparel or signs.CONNECTICUT LOGO RGBWhen reproducing the logo using the standard RGB method, the percentages forachieving an acceptable match to the Connecticut colors are as follows:0/118/1910/84/139236/28/36179/35/2313
logosCONNECTICUT LOGO & WEBSITE LOCKUPWhen the URL is by itself, it should be placed below the logo, no closerto the base of the logo than the height of the lowercase characters of the word“Connecticut” in the logo. See examples below.Y YCTvisit.comCTvisit.comURL is centered underneath the word “Connecticut.”The space between the base of the logo and the topof the URL should be no less than the height of thelowercase characters in the word “Connecticut.”CTvisit.comThe URL size may change in relation to the logofor legibility. Maintain the center alignment whenpossible, as well as the proper distance from thebottom of the logo to the top of the URL.*Font sizing and spacing may be altered with permission from the state, in special circumstances where URL is not legible.14
logosCONNECTICUT LOGO & WEBSITE LOCKUPCONNECTICUT LOGO & WEBSITE, SIDE BY SIDEHere are guidelines on how to set the CTvisit.com URL to the right of the logo. Seeexamples below.CTvisit.comSample logo YCTvisit.comYThe space between the right side of the flag and the left side of the URL should beno less than the height of the lowercase characters in the word “Connecticut.”CTvisit.comThe logo and URL should then be centered relative to the height of the line.The logo should be centered off the cap height of the “C” in Connecticut, not the star, which breaks above the “C.”.5 pt to 1 pt stroke*CTvisit.com The placement of the line should be roughly halfway betweenthe right side of the flag and the left side of the URL.*Weight of line may change depending on grouping size. Font sizing and spacing may be altered with permission from the state, in special circumstances where URL is not legible.15
logosSMALL SPACES ALTERNATIVE LOGOThere are times and situations where the space provided for the Connecticut logo is toosmall to properly display the logo in a way where legibility won’t be compromised. Forsuch situations, there is a small spaces logo. It consists of the uppercase “C” and thelowercase “t” with the three-striped flag across the “t.” This logo is to be used in suchplaces as social media and online profile pictures where the width and height ratio areconstrained, making it difficult to see all the elements of the primary logo.Color mark on white backgroundWhite text color markon color backgroundSample of small color markon white backgroundSample of small white text colormark on color background16
logosVERTICAL USE OF LOGOIt’s preferred that the Connecticut logo be used horizontally. However, it can be usedvertically when the allotted space is much taller than it is wide, i.e., as a vertical bannerhanging from a streetlamp. In cases like this, it’s acceptable to use the logo in a verticaldirection, as long as it reads from the top down like on the spine of a book, with the capital“C” of Connecticut starting at the top. See examples below.Vertical use of the color logo on alight background. Logo reads fromthe top down.Vertical use of the white/color logoon a dark color background.Logo reads from the top down.Logo shown in thewrong vertical direction.17
logosWHEN TO USE THE FULL-COLOR LOGOVS. THE WHITE LOGOKnowing when to use the different versions of the logo is important. Follow this simple rule: keep thelogo legible at all times. If the logo is to be placed on a light background, use the full-color logo. If thebackground is dark, use the white logo. If the logo is placed on top of a busy pattern and neither logoversion is legible, then try to find a different location to put the logo. This rule should also apply to anytext that overlaps imagery.Choose the full-color logo for light andbright backgrounds.The white logo is not to be used on light andbright backgrounds.The full-color logo is not to be used on dark backgrounds.Choose the white logo for dark backgrounds.18
logosCONNECTICUT LOGO: IMPROPER USESTo maintain consistent visual presentation of the Connecticut identity, do not modify,change or distort the Connecticut logo. Below are some samples of improper uses of theConnecticut logo; however, THE IMPROPER USES ARE NOT JUST LIMITED TO THEEXAMPLES SHOWN ON THIS PAGE.Do not distort the logo’s proportions.Do not alter the logo elements’ opacity or color.Do not introduce new color to any of the logo’s elements.Do not remove or add any elements to the logo or scale any ofthe elements individually.Do not use the logo on a busy background if legibility is an issue.An all-white logo might be a better solution.Do not substitute any typefaces on the logo.19
logosCONNECTICUT LOGO: IMPROPER USESUnder no circumstances should the elements of the logo be used separately or individually.The 3-striped flag should not be separated from the rest of the logo. DO NOT EVER USETHE FLAG BY ITSELF.Under no circumstances should the logo elements be used individually.20
21Type & Fonts
type & fontsCONNECTICUT TYPE & FONTSOne of the keys to maintaining brand strength is the usage of brand-approved fonts.Knowing when to use a particular weight will provide a consistent look to all thematerials that represent Connecticut and its uniqueness. Over the next few pages, we’llcover some basic information regarding fonts and how they should be employed tocreate and maintain a consistent brand look.FONTSFonts come in all shapes and forms. They are as unique as people and places. They all havecharacteristics that give them personalities and help convey specific messages. With this inmind, we’ve devised a series of fonts and font weights, and rules on how and when to usethem to ensure the Connecticut branding stays consistent and uniform.Ando is the primary font, and Berthold is the secondary font.ANDOAndo Bold is the font used for the word “Connecticut” in the Connecticut logo. Andoshould only be used for short copy elements, single words or very short headlines. It can beused in all caps for short one or two word elements, or with initial caps when highlightingpart of a sentence or in a slightly longer copy element.ANDOAndoABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Ando - Bold22
type & fontsBERTHOLD FONTSAlthough Ando is often used in brand communications, Berthold Akzidenz Grotesk Std isused for all body copy and additional headlines and subheads.Berthold Akzidenz Grotesk StdABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Berthold Akzidenz Grotesk Std - Light CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Berthold Akzidenz Grotesk Std - CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Berthold Akzidenz Grotesk Std - Bold CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Berthold Akzidenz Grotesk Std - Extra Bold CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Berthold Akzidenz Grotesk Std - Extra BoldABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Berthold Akzidenz Grotesk Std - LightABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Berthold Akzidenz Grotesk Std - RegularABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Berthold Akzidenz Grotesk Std - Bold23
type & fontsRECOMMENDED FONT WEIGHTSFOR TEXT ELEMENTSHere are examples of preferred font weights when typesetting text elements.Using the sample weights below will ensure a cohesive brand standard.LARGE UPPER CASE/Large Upper Lower CaseFONTS: ANDO // WEIGHT: BOLDAdditional headline fontFONTS: Berthold Akzidenz Grotesk Std // WEIGHT: Medium or Bold // Sentence caseBody copy recommended font usageFONTS: Berthold Akzidenz Grotesk Std // WEIGHT: Regular // Sentence caseWEBSITES, TAGLINES, CALLS TO ACTIONFONTS: Berthold Akzidenz Grotesk Std // WEIGHT: Various WeightsLegal copy // Legal copy // Legal copy // Legal copyFONTS: Berthold Akzidenz Grotesk Std Regular, Berthold Akzidenz Grotesk Std Condensed, Helvetica Roman/Regular or Helvetica CondensedWEIGHT: Book or Light // Sentence case24
type & fontsALTERNATIVE FONTARIAL FONTSIf Ando and/or Berthold fonts are unavailable, please use the default font of the Arial family asan acceptable alternative typeface.ArialABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Arial Narrow - RegularABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Arial Narrow - BoldABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Arial - RegularABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Arial - BoldABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Arial - ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ · 1234567890!@# % &*()Arial - Bold Italic25
type & fontsALTERNATIVE FONT WEIGHTSFOR TEXT ELEMENTSHere are examples of preferred font weights when typesetting text elements if Ando and/orBerthold fonts are unavailable.LARGE UPPER CASE/Large Upper Lower CaseArial Narrow REPLACES: Ando // WEIGHT: BOLDAdditional headline fontArial REPLACES: Berthold Akzidenz Grotesk Std // WEIGHT: Bold // Sentence caseBody copy recommended font usageArial REPLACES: Berthold Akzidenz Grotesk Std // WEIGHT: Regular // Sentence caseWEBSITES, TAGLINES, CALL TO ACTIONArial REPLACES: Berthold Akzidenz Grotesk Std // WEIGHT: Various WeightsLegal copy // Legal copyUSE: Arial or Arial NarrowWEIGHT: Regular // Sentence case26
27Brand GuidelinesFor Tourism Regions
brand guidelines for tourism regionsREGIONAL BRAND USAGEConnecticut is comprised of five geographic tourism regions: Litchfield Hills, FairfieldCounty, Mystic Country, as well as Greater New Haven and River Valley/GreaterHartford (collectively, the Central Region). Ideally, every effort should be made to ensurethat regional messaging fits within the Connecticut brand and meets all format, photo,font and color guidelines.LitchfieldHartfordNew HavenFairfieldMystic28
brand guidelines for tourism regionsCONNECTICUT LOGO WITH REGION NAME LOCKUPCONNECTICUT LOGO ABOVE REGION NAMEWhen the logo and region names are set on top of each other, the rules belowwill ensure consistency and legibility for all elements of the pairing.Font: Berthold Akzidenz Grotesk Medium.Y YName of state’s region should be centered underneathwith the word “Connecticut.” The region text should notexceed the width of the word “Connecticut.”The space between the base of the logo and the top of thename of the state’s region should be no less than the heightof the lowercase characters in the word “Connecticut.”.5 pt to 1 pt stroke* A dividing line adds to the distinction between the logo and thestate’s region name. Although the weight of the line might changedepending on the size of the grouping, it should be between.5 pt and 1 pt. If the grouping is larger than 5” in width, then the lineweight should increase proportionally with the rest of the grouping.The placement of the dividing line should be roughlyhalfway between the bottom of the logoand the top of the highest part of thestate’s region name.Sample logo and River Valley’s name grouping29
brand guidelines for tourism regionsCONNECTICUT LOGO WITH REGION NAME LOCKUPCONNECTICUT LOGO AND REGION NAME, SIDE BY SIDESometimes, grouping the state’s region name below the logo is not the best choicedue to media space or design. In such cases, elements may be grouped side byside. Below are some rules to keep in mind when using this system.Sample logo with Fairfield County’s name YYThe space between the right side of the flag and the left side of the state’s region nameshould be no less than the height of the lowercase characters in the word “Connecticut.”The logo and region name should then be centered relative to the height of the line.The logo should be centered off the cap height of the “C” in Connecticut, not the star, whichbreaks above the “C.”.5 pt to 1 pt stroke* Stroke weight rules are the same as the top and bottom alignment of the logoand state’s region name. The placement of the line should be roughly halfwaybetween the right side of the flag and the left side of the region’s name.Sample logo with stacked, two-line region’s name30
brand guidelines for tourism regionsCONNECTICUT LOGO WITH DISTRICT NAME LOCKUPCONNECTICUT LOGO ABOVE DISTRICT NAMEWhen the logo and district names are set on top of each other, the rules below willensure consistency and legibility for all elements of the pairing.Font: Berthold Akzidenz Grotesk Medium.5 pt to 1 pt stroke*Y YA dividing line adds to the distinction between the logo and thestate’s district name. Although the weight of the line might changedepending on the size of the grouping, it should be between.5 pt and 1 pt. If the grouping is larger than 5” in width, then the lineweight should increase proportionally with the rest of the grouping.Name of state’s district should be centered underneathwith the word “Connecticut.” The district text should notexceed the width of the word “Connecticut.” The spacebetween the base of the logo and the top of the name ofthe state’s district should be no less than the height of thelowercase characters in the word “Connecticut.” The placement of the dividing line should be roughlyhalfway between the bottom of the logoand the top of the highest part of thestate’s district name.31
brand guidelines for tourism regionsCONNECTICUT LOGO WITH DISTRICT NAME LOCKUPCONNECTICUT LOGO AND DISTRICT NAME, SIDE BY SIDEDistrict side by side logos follow the same rules as the regional lockups. YYThe space between the right side of the flag and the left side of the state’s district nameshould be no less than the height of the lowercase characters in the word “Connecticut.”The logo and district name should then be centered relative to the height of the line.The logo should be centered off the cap height of the “C” in Connecticut, not the star,which breaks above the “C.”.5 pt to 1 pt stroke* Stroke weight rules are the same as the top and bottom alignment of the logoand state’s district name. The placement of the line should be roughly halfwaybetween the right side of the flag and the left side of the district’s name.32
brand guidelines for tourism regionsSAMPLE REGIONAL BRAND USAGEFollowing are a few samples of how the guidelines may be applied to regional needs.SAMPLE PRINT ADWhen designing a print ad with a regional message, the logo and call to action(CTvisit.com) should not be on the photo imagery area. The brand stays cleanest ifthese elements remain on a solid color field. The stacked or horizontal regional logolockup can be used depending on space available.PHOTOPHOTOAR EAAR EAAmet enim purus ad volutpat vivamus quisque, sagittis molestie ante aliquet nullam quam, gravidahabitasse libero feugiat rhoncus conubia fames pharetra varius aliquam vel volutpat accumsan,duis pulvinar molestie id neque faucibus, gravida euismod aliquam amet eleifend tellus. CTA andpertinent information might be bolded.CTvisit.comPrimis consequat aenean aliquam lorem litoracommodo adipiscing, porttitor molestie habitassefringilla quis placerat nostra.CTvisit.com33
brand guidelines for tourism regionsSAMPLE RACK CARD AND THEMED COLLATERALUsing a blue bar at the top of peices that do not have one large focal photo (ex: regionalrack cards) provides a branded anchor, and highlights the logo and region featured.Keeping a properly aligned grid for multiple photos and text keeps the look clean. Forthemed graphics, including a consistent brand masthead and/or footer and keeping thethemed graphics in a contained area ensures pieces feel a part of the brand family.Experience everything New England!Essex Steam Train & RiverboatExperience everything New England!Lighthouse PointThe Mark TwainHouse & MuseumNew EnglandAir MuseumHammonasset BeachState ParkYale UniversityBrownstone Exploration& Discovery ParkWadsworth AtheneumMuseum of ArtPowder Ridge ParkThe Shore LineTrolley MuseumRiver Valley/Greater Hartford is the perfect place toexplore arts, culture and Connecticut’s history, with adiverse offering of museums and attractions, it’s also agreat destination for rest, relaxation and family fun.In a region that is home to Yale University and thebirthplace of the hamburger, Greater New Haven isrich in American history and is the perfect place toexperience the arts, great shopping, dining andpicture-postcard beach towns.CTvisit.comCTvisit.comProduced by the Central Regional Tourism District, Inc.Produced by the Central Regional Tourism District, Inc.CTvisit.comTH EM EDG RAPH ICAR EATH EM EDAmet enim purus ad volutpat vivamus quisque, sagittis molestie ante aliquet nullam quam, gravidahabitasse libero feugiat rhoncus conubia fames pharetra duis pulvinar molestie id neque faucibus,gravida euismod aliquam amet eleifend tellus. CTA and pertinent information might be bolded.CTvisit.comG RAPH ICAR EAAmet enim purus ad volutpat vivamus quisque, sagittis molestie ante aliquet nullam quam, gravidahabitasse libero feugiat rhoncus conubia fames pharetra varius aliquam vel volutpat accumsan,duis pulvinar molestie id neque faucibus, gravida euismod aliquam amet eleifend tellus. CTA andpertinent information might be bolded.34
brand guidelines for tourism regionsSAMPLE DIGITAL ADSWhen designing a digital banner or display ad with a regional message, here are afew tips to keep in mind. The location caption works best in the upper left corner andshould be initial caps. For the headline, keep line spacing tight enough so that it readsas a group if it is more than one line long, and a drop shadow is acceptable if neededto help improve readability over a photo. Short headlines are best for a faster read byconsumers. Logo and call to action (CTvisit.com) should not be on the photo imageryarea. The brand stays cleanest if these elements remain on a white field. There shouldbe a .5 (half point) black rule around the ad space to separate and highlight the ad on abusy web page.160 x 600250 x 250300 x 600LocationGoes HereLocation Goes HereLocation Goes HerePHOTOAR EAFind Fall FasterPHOTOA general rule of thumbfor line spacing/leadingfor headlines using theAndo font is increasingthe leading by one pointfrom the type size, forexample 14/15.For white headline copyo
The space between the base of the logo and the top of the URL should be no less than the height of the lowercase characters in the word “Connecticut .” CONNECTICUT LOGO & WEBSITE LOCKUP When the URL is by itself, it should be placed below the logo, no closer to the base of the logo than the height of the lowercase characters of the word
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
brand foundation. brand application. 1.1 the meaning of a brand 04 1.2 brand promise 05 1.3 brand pillars 06 1.4 brand character 11 1.5 centering idea 12 1.6 brand (ethos) declaration 13 4.0. contact. contact 55. 2.0. brand elements. 2.1 logo explaination 15 2.2 logo 16 2.3 brand voice 26 .
a public service by the Connecticut Tree Protective Association. Contact information on Connecticut Licensed Arborists who are CTPA members may be found on the CTPA Website. Arborists Businesses registered with the State of Connecticut may be found on CTPA's Go To The Top web page. Connecticut Licensed Arborists
STRATEGIC BRAND MANAGEMENT Strategic brand management process is important for creating and sustaining brand equity. Developing a strategy that successfully sustains or improves brand awareness, strengthens brand associations, emphasizes brand quality and utilization, is a part of brand management. The brand str
The brand meaning evolution model The brand resonance pyramid model Brand knowledge is defined in terms of two components: brand awareness and brand image o Brand awareness relates to brand recall and recognition performance by consumers o Brand image refers to the set of associations linked to
