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BRAND GUIDELINES

Table of Contents

Say hello to Meet Minneapolis™, the Official Introduction


Convention + Visitors Association.
Vision and Mission Statements
In this book, you’ll find all you need to know how to use
Meet Minneapolis Brand
the Meet Minneapolis brand correctly and consistently.
By following these guidelines, you’ll help build and The Signature
maintain an exciting, powerful brand.
Clear Space and Size Restriction
A couple of things to pay special attention to:
Color Palette
1) always use the electronic files provided, never try
to recreate the graphics on your own; Typography
2) the layouts in the guide are for visual reference only
Tone of Voice and Usage
and are not approved keylines.

Message Options
If you have any questions while using these
guidelines, contact 612.767.8000. Document Structure / Stationery

Business Cards
Vision and Mission
Statement

Vision: Minneapolis, the Destination of Choice.

Mission: To market, sell and maximize the visitor


experience of Minneapolis for the economic benefit of
our community.
Meet Minneapolis Brand

There’s no place quite like Minneapolis.

It’s a city of amazing contrasts and combinations.


Where down home people meet uptown style.
Where below zero temperature meets above average
intelligence. Where modern glass architecture meets
outdoor green adventure. Where every season, every
art and every type meet in every possible way.

We want to communicate, no, we want to sell this one-


of-a kind city in all that we do. We want everyone to
Meet Minneapolis, and see firsthand what an amazing
place this is.
The Signature

The Meet Minneapolis Signature is a visual expression


of the Meet Minneapolis brand. It’s two words uniting to
create one name, symbolizing the unique blending of
our city’s differing elements. When used properly and
consistently, it will build recognition and reinforce
Primary Two Color Signature Alternate One Color Signatures
the brand.

The Signature is made up of two parts: the wordmark


and tagline. The wordmark illustrates the attributes
Pantone 165 of the brand with its casual, friendly and modern
typography and color. The tagline clearly defines
the legal name of the organization.

The wordmark and tagline should never appear


Pantone 2915
alone. When using the Signature, never change the
Pantone 577 and Pantone 2915 proportions or spacing between the wordmark and
tagline. To ensure the Signature is consistently applied,
preserving the integrity of the Meet Minneapolis brand,
always use the electronic logo files provided.
Pantone 360

Black + White Signature Reverse Signature The Signature must include the trademark symbol
(TM) at all times.

Primary Two Color Signature


The two color Signature is the preferred application.

One Color Signature


The one color Signature can be used in the colors
listed to the left, as well as black and reversed to
white. The one color applications may be used to
create higher contrast from photography or pattern.
For example, if the photography is primarily blue, the
orange one color Signature on white may be a good
option to create more contrast and visual pop.
The Signature
Correct Usage
The Meet Minneapolis Signature should always appear
with the Official Convention + Visitors Association
tag underneath. There must always be white space
completely surrounding all sides of the logo. When
resizing the logo in a document please be sure to hold
the shift key down so it is proportionally resized.

Incorrect Usage
Clear Space and Size Restrictions

A minimum amount of clear space must always


surround the Meet Minneapolis Signature to separate
X X it from other elements such as headlines, text and
imagery, as well as the outside edge of printed,
X X electronic and three-dimensional materials. Proper
use of clear space ensures visual impact and legibility
of the Signature.
X

When calculating the minimum amount of clear space,


please follow the guidelines shown. The amount

X X of clear space is defined by the height of the word


“Minneapolis.” When possible, additional clear space
is preferred.
X X

The Meet Minneapolis Signature should never be used


smaller than 1” wide as indicated.

Color Palette

Primary Signature Colors Primary Signature Colors


The two primary colors of the Signature are cool in
tone and work in contrast to hot color patterns and
vibrant photography. This is the preferred application
of the Meet Minneapolis Signature.

Color Palette
The secondary color palette represents the qualities
of Minneapolis. The two orange shades represent the
vibrant, pulsing attitude of the city. The blue, green and
dark neutral shades reflect the city’s natural elements.
Pantone 2915 Pantone 577
CMYK: 65-C, 8.5-M, 0-Y, 0-K CMYK: 23.5-C, 0-M, 51-Y, 11.5-K
RGB: 119-R, 184-G, 215-B RGB: 164-R, 190-G, 98-B
#77B8D7 #A4BE62

Color Palette
Please refer to the marketing department for the
actual PANTONE color chips to accurately match
and reproduce Meet Minneapolis colors.

The CMYK and RGB formulas should be used as


starting points. Please work with your printers and
producers to determine the correct color for your
Pantone 1375 Pantone 165 Pantone 360 Pantone 646 Pantone 418
CMYK: CMYK: CMYK: CMYK: CMYK:
specific project.
0-C, 38-M, 76-Y, 0-K 0-C, 60-M, 100-Y, 0-K 60-C, 0-M, 79-Y, 0-K 69-C, 18.5-M, 0-Y, 23.5-K 0-C, 0-M, 30.5-Y, 79-K The colors reproduced in this brand guide have not been evaluated
RGB: RGB: RGB: RGB: RGB: by Pantone, Inc. for accuracy and may not match the PANTONE
255-R, 113-G, 0-B 255-R, 78-G, 18-B 83-R, 174-G, 70-B 83-R, 106-G, 116-B 95-R, 91-G, 75-B Color Standards.

#FF7100 #FF4E12 #53AE46 #536A74 #5f5B4B


PANTONE® is a registered trademark of Pantone, Inc.
Typography

Primary Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZ The primary typeface for all Meet Minneapolis

abcdefghijklmnopqrstuvwxyz 0123456789
materials and signage is Bryant Pro. Bryant Pro
should be used for headlines, subheads and for
Bryant Pro Bold Alt 2 minimal amounts of copy. Bryant Pro is casual
and friendly, yet unmistakably modern, just like

ABCDEFGHIJKLMNOPQRSTUVWXYZ Minneapolis.

abcdefghijklmnopqrstuvwxyz 0123456789
Bryant Pro Medium Alt 2

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz 0123456789
Bryant Pro Regular Alt 2

Secondary Typography
ABCDEFGHIJKLMNOPQRSTUV WXYZ Locator is the secondary typeface to be used for larger

abcdefghijklmnopqrstuvwxyz 0123456789 blocks of copy. Locator has a tighter, cleaner line and
a squared edge that nicely complements the rounded
Locator Light
look of Bryant Pro.

ABCDEFGHIJKLMNOPQRSTUV WXYZ Helvetica is the secondary PC typeface option.

abcdefghijklmnopqrstuvwxyz 0123456789
Locator Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Regular
Tone, Voice & Usage
CONTENT

Fast + Friendly
Remember that people are hit with more than
3,000 marketing messages each day. They’ve
become quite good at tuning out irrelevant or
poorly delivered messages. Our writing needs
to get to the relevant information quickly,
but not tersely. Part of our differentiation in
Minneapolis is that we are friendly.
So, our writing needs to hit home with speed
and warmth.

Smart + Sincere
Intelligence also is a differentiator for
Minneapolis. Our love of education and
wealth of technology-driven companies
paints the picture of a very smart population.
This deep-rooted intelligence blends with our
natural modesty and earnestness to evoke
a strong feeling of sincerity. So, just like the
people who live and work here, our writing
should reflect intelligence and sincerity.

Consistent + Compelling
It’s important that communications flowing
from Meet Minneapolis are consistent.
But please do not mistake consistency for
redundancy. Be consistent in style and overall
message, but let the particular preferences
of your audience drive the way you speak
to them. Redundancy is not compelling.
Consistency is. Use your voice, incorporate
your passion and write for your audience.
STYLE + TONE

Like the people of Minneapolis, the brand’s


tone of voice is straightforward and friendly.
Nothing too fancy. It’s informative but quick
– with a dash of whimsy and entertainment.
Clever never hurts, but keep it simple.
It’s critical to bear in mind is that words and
images must work together. Write in a voice
that suits you and your audience, but mind
your imagery.

Fast + Friendly
When people approach us — whether
in person, on the phone or on the Web —
we respond quickly. And we’re warm
and engaging. Not like a desperate, clichéd
salesperson, but like we’re meeting the
friend-of-a-friend for the first time. Our
writing should reflect this.

Aim to provide complete information with


great economy of language.

Smart + Sincere
Minneapolis is developing a reputation
for leadership in some key areas, such as
healthcare technology and green engineering.
We also are known for great education from
grade school to grad school.

Our writing needs to embody that proclivity


for lifelong learning, but it should also
be tempered by sincerity and reflect no
intellectual arrogance.
Consistent + Compelling
Consistency is clearly important in
developing a brand and an identity for our
communications. Remember, however,
consistency does not equal redundancy.

Consistency is achieved by staying true to


our brand, our style and our tone. It is not
achieved by “picking up” copying or using
the same phraseology over and over.

The concept of compelling writing is easy


to understand, but sometimes difficult to
achieve. It begins with understanding where
you audience is, then taking them to a place
that’s a combination of exactly what they
wanted and something they didn’t expect.

USAGE
It’s not just an invitation; the name of our
organization is Meet Minneapolis. When
asked where you work, you reply, “I work for
Meet Minneapolis.” We answer our phone,
“Good afternoon, Meet Minneapolis. How
can I help you?”

+ Our full name is Meet Minneapolis, the


Official Convention and Visitors Association.
This longer form makes up our Signature, and
can be used in text – like articles, interviews
and speeches—but only on first mention.
“Meet Minneapolis” along should be used
thereafter. The trademark symbol (TM) must
be used in the first copy reference of Meet
Minneapolis.
+ Whenever possible, don’t use Meet
Minneapolis as a possessive. It’s just too
messy. Instead of “Meet Minneapolis’s Vice
President” use “the Vice President of Meet
Minneapolis.”

+ Meet Minneapolis should never be


separated by a line break.

+ The following legal line must be included


on all promotional materials.
Message Options

Use a friendly, slightly casual, but


professional voice.

VOICE MAIL

Slightly formal
“Hi, you’ve reached NAME, [title, if you feel
it’s necessary] with Meet Minneapolis. I’m
sorry I missed your call, but please leave a
message and I’ll get back to you just as soon
as possible. Thanks for calling Minneapolis.
I’ll talk with you soon!”

Descriptive
“Hi there. You’ve reached NAME with Meet
Minneapolis. I’m out of the office showing
clients our amazing city. So sorry I missed
you. Please leave a message and I’ll get back
to you soon. Thanks for calling Minneapolis,
[INSERT RANKING HERE].”

To the point
“Hi, you’ve reached NAME with Meet
Minneapolis. So sorry I missed you but I
look forward to talking soon. Please leave a
message and I’ll get back to you. Thanks for
calling Minneapolis.”
OUT-OF-OFFICE ASSISTANT

Site/Fam tour
So sorry I missed you! I’m out with clients
showing them our great city. I’ll be back in the
office [DATE]. I’ll be sure to get back to you at
that time. If you need something right away,
please contact [NAME, CONACT INFO].

Traveling on business
Greetings from Minneapolis, [INSERT
RANKING HERE]. I’m out of the office
attending [NAME OF SHOW/REASON FOR
TRIP]. I’ll get back to you quickly when I
return. If you need something immediately,
[NAME] will be happy to help. He/she can be
reached at [CONTACT INFO].

On vacation
So sorry I missed you! I’m on vacation right
now, but can’t wait to get back to Minneapolis.
I look forward to responding to your email
soon. If you need something right away,
[NAME] can help you. Contact him/her at
[CONTACT INFO].
.75” .75”
Stationery Package

Letterhead, envelope
All copy should be set in 10 pt. Helvetica Regular over
12.5 pt. leading (line spacing).

Margins, starting points and ending points should be


12 January 2004
set as illustrated.
John Doe
KXYZ Radio
1200 Main Street First sheet shown here (at 50%). Second sheet will be
Capital City, MN 55403

fold fold signature only (no address).


Dear Mr. Doe:

Si meliora dies ut vina poemata reddit, scire velim chartis pretium quotus arroget annus. Scriptor abhinc annos centum qui decidit,
inter perfectos veteresque referri debet an inter vilis atque novos. Excludat iurgia finis, est vetus atque probus, centum qui perficit
annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit. Veteresne poetas, an quos et praesens et postera
respuat aetas. Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iunior anno.

Utor permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, dum cadat elusus ratione ruentis acervi, qui
redit in fastos et virtutem aestimat annis miraturque nihil nisi quod libitina sacravit. Ennius et sapines et fortis et alter homerus,
ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia pythagorea. Naevius in manibus non est et mentibus haeret
paene recens.

Sincerely,

Jane Smith
fold fold

.5”
.5”

250 Marquette Avenue South, Suite 1300, Minneapolis, MN 55401


Business Cards
Elizabeth Volkman
Katie Eckenrod VisualDesigner
Graphic Marketing Manager
250 Marquette Avenue South, Suite 1300
Elizabeth Volkman Visual Marketing Manager Business Cards
Minneapolis, MN 55401
250 Marquette Avenue
TEL 612.767.8036, South, Suite
1.800.445.7412 1300
FAX 612.767.8037 Front of the business card includes the Signature and
Minneapolis, MN 55401
E-MAIL elizabethv@meetminneapolis.com personal information. There are four versions for the
WEB612.767.8036,
TEL 1.800.445.7412 FAX 612.767.8037
meetminneapolis.com
E-MAIL elizabethv@meetminneapolis.com backs of the business cards, which incorporate the
WEB meetminneapolis.com color palette and different plus-connector headlines.

Front of Business Cards

UPTOWN DOWN HOME GREEN GLASS


UPTOWN DOWN HOME GREEN GLASS

FL ASH SPLASH URBAN RETREAT


FL ASH SPLASH URBAN RETREAT

Back of Business Cards

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