Brand Style Guide - HACVB

Style Guide

The brand, “Louisiana’s Bayou Country” was developed by Great Destination Strategies to represent Terrebonne Parish and the communities within it. A series of logos and a color palette was developed by the Graham Group to visually represent the Parish brand for use in visual communications. The Houma Area Convention and Visitors Bureau (HACVB) required further brand interpretation for use in their specific efforts to promote the City of Houma as a destination.

The purpose of this Style Guide is to maintain brand consistency in all HACVB visual communications. It includes refinements to the Regional Brandmark and reinterpretations of the Houma and HACVB logos. It includes refinements to the color palette, support fonts, usage rules and sample applications. Although it is impossible to address all conceivable interpretations of the brand, this guide conveys key elements and style attributes for its most common expressions.

The tools in this guide will help build Houma’s brand equity, increasing interest in the city as a desirable destination for visitors and a proud home for its residents.

Overview

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Contents

Contents Brandmark & Logos

Graphic Properties

Sample Applications

1.0

2.0

3.0

1.0 Brandmark & LogosBrandmark Refinement Anatomy Single Color, Solid Single Color, Tint White Clear Space Watermarks

Houma Logo Anatomy Single Color, Solid Single Color, Tint Two Color Three Color White With Brandmark With Parish Wordmark Clear Space Watermarks Special Treatments Signatures

HACVB Logo Anatomy Single Color, Solid Single Color, Tint Two Color Three Color White With Brandmark Clear Space Watermarks

Minimum Sizes

Prohibited Use

1.11.1-11.1-21.1-31.1-41.1-51.1-61.1-7

1.21.2-11.2-21.2-31.2-41.2-51.2-61.2-71.2-81.2-9

1.2-101.2-111.2-12

1.31.3-11.3-21.3-31.3-41.3-51.3-61.3-71.3-81.3-9

1.4

1.5

1.1-1

Brandmark: AnatomyThe Terrebonne Parish Regional Brandmark (logo) is the graphic nucleusfrom which all marketing communications revolve. With consistent exposure through comprehensive visual communications, the Regional Brandequity will increase.

The original Brandmark has been enhanced with several subtle refinements.

1. The original stacked version of the Regional Brandmark as designed by the Graham Group.

2. The Brandmark was realigned as a single line graphic.

3. The baseline was straightened to give it a more anchored presence. Individual letters within the Brandmark were resized and realigned for visual flow and consistency.

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1.1-2

Brandmark: Anatomy

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2

There are 3 primary components of the Regional Brandmark:

1. The typographical portion of the logo is derived from the Brushtip Texe font.

2. The first “s” in the Brandmark includes a stylized hook that represents those used in both fishing and alligator trapping.

3. The Brandmark is trademark-protected.

1.1-3

Brandmark: Single ColorSingle color use of the Regional Brandmark includes the three colors from the revised color palette. Each color is represented by the Pantone Matching System® (PMS)

1. Black

2. Bayou Blue, PMS 3025 C

3. Moss Green, PMS 7473 C

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1.1-4

Brandmark: WhiteThe Brandmark may be used as white over black or any solid dark field or textured background that doesn’t compromise the Brandmark’s legibility.

1.1-5

Brandmark: Clear SpaceIt is essential to ensure that the Brandmark is given an appropriate amount of space around it. A minimum clear area has been defined as that equal to the height of the lower case “o” in the Brandmark.

The clearspace must be maintained at all times. These areas must never be invaded by other graphics, borders or photographic elements.

In rare cases, low contrast patterns, photographic elements or watermarks may appear behind the Brandmark but it is recommended that all versions of the Brandmark remain isolated.

X

X

X

X

X

X = Clear space or no-invade area guide

1.1-6

Brandmark: WatermarksUsing watermarks is a subtle way to add an understated signature to a visual element.

1. No less than 20% white shall be used as a watermark against a solid dark background.

2. No less than 50% white shall be used as a watermark against a dark textured background that doesn’t compromise the Brandmark’s legibility.

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1.2-1

Houma Logo: Anatomy

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There are 3 primary components of the Houma Logo:

1. The typographical portion of the logo is derived from the Brushtip Texe font.

2. The foreground swash.

3. The background swash.

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1.2-2

Houma Logo: Single Color, SolidSingle color use of the Houma Logo includes the three colors from the revised color palette. Each color is represented by the Pantone Matching System® (PMS)

1. Black


3. Moss Green, PMS 7473 C1

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3

1.2-3

Houma Logo: Single Color, TintSingle color options include a screen tint representation of the foreground swash which is 45% of the solid color.

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1.2-4

Houma Logo: Two ColorThe two color version of the Houma Logo include Blue Bayou and Green Moss.

Area Convention & Visitors Bureau


1.2-5


Houma Logo: Three ColorThe three color version of the Houma Logo is the preferred format. It includesa blend of Black and Blue Bayou andGreen Moss.

1.2-6

Houma Logo: WhiteThe Houma Logo may be used as white over black or any solid dark field or textured background that doesn’t compromise the Logo’s legibility.

1.2-7

Houma Logo: With BrandmarkWhen the Regional Brandmark is paired with the Houma Logo, its size and proportion must be maintained as illustrated by the examples to the right.

For single color versions, the Brandmark must remain solid. For two or three color versions, the Brandmark must be represented as Green Moss.

1.2-8

Houma Logo: With Parish WordmarkWhen the Parish Wordmark is paired with the Houma Logo, its size and proportion must be maintained as illustrated by the examples to the right.

For single color versions, the Wordmark must remain solid. For two or three color versions, the Wordmark must be represented as Green Moss.

1.2-9

Houma Logo: Clear SpaceIt is essential to ensure that the Hoama Logo and its various versions are given an appropriate amount of space around it. A minimum clear area has been defined as that equal to the width of the left extension of the “H” in the Logo.

The clear space must be maintained at all times. These areas must never be invaded by other graphics, borders or photographic elements.

In rare cases, low contrast patterns, photographic elements or watermarks may appear behind the Logos but it is recommended that all versions remain isolated.

X

X

X

X

X

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X

X

X

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X

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1.2-10

Houma Logo: WatermarksUsing watermarks is a subtle way to add an understated signature to a visual element.



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1.2-11

Houma Logo: Special TreatmentsIn special cases such as a specific ad campaign or logo apparel, the Logo may be reproduced in multiple colors, photographic images or include thematic graphic elements that help support a theme.

We recommended that these or newversions be used sparingly, on rare occasions so as not to dilute the recognizable brand.

See application example on page 3.1-7.

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1.2-12

Houma Logo: SignaturesAds, displays and other promotional items can incorporate several Logo Signatures that will allow the marketing graphics primary position while providing consistent brand representation.

1. The Houma Logo and ragged edge knocked out from a photo image in white. The Brandmark contains the background image.

2. The Houma Logo and a ragged edge knocked out from a photo image in black. The Brandmark is reversed in white.

3. The three color version of the Houma Logo with the Brandmark is isolated within a traditional white background.

2. The solid single color version of the Houma Logo with the Brandmark is isolated knocked out from a background image.

Houma Signature-8.5-Black.pdf 1 8/22/12 3:40 PM

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Houma Signature-8.5-White.pdf 1 8/22/12 3:29 PM

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1.3-1

HACVB Logo: Anatomy

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There are 4 primary components of the HACVB Logo:

1. The “Houma” portion of the HACVB logo is derived from the Brushtip Texe font.

2. The foreground swash.

3. The background swash.

4. The remaining “Area Convention & Visitors Bureau” portion of the HACVB logo is derived from the Musée font.

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1.3-2

HACVB Logo: Single Color, SolidSingle color use of the HACVB Logo includes the three colors from the revised color palette. Each color is represented by the Pantone Matching System® (PMS)

1. Black


3. Moss Green, PMS 7473 C1

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3

1.3-3

HACVB Logo: Single Color, TintSingle color options include a screen tint representation of the foreground swash which is 45% of the solid color.

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1.3-4



HACVB Logo: Two ColorThe two color version of the HACVB Logo include Blue Bayou and Green Moss.

1.3-5


HACVB Logo: Three ColorThe three color version of the HACVB Logo is the preferred format. It includesa blend of Black and Blue Bayou andGreen Moss.

1.3-6

HACVB Logo: WhiteThe HACVB Logo may be used as white over black or any solid dark field or textured background that doesn’t compromise the Logo’s legibility.

1.3-7

HACVB Logo: With BrandmarkWhen using the Regional Brandmark along with the HACVB Logo in the same display, it should never be integrated as part of the logo. Instead, the Brandmark should remain isolated but remain within the same proximity of the HACVB logo.

1.3-8

HACVB Logo: Clear SpaceIt is essential to ensure that the HACVB Logo and its various versions are given an appropriate amount of space around it. A minimum clear area has been defined as that equal to the width of the left extension of the “H” in the Logo.

The clear space must be maintained at all times. These areas must never be invaded by other graphics, borders or photographic elements.

In rare cases, low contrast patterns, photographic elements or watermarks may appear behind the Logos but it is recommended that all versions remain isolated.

X


X

X

X

X

X = Clear space or no-invade area guide

1.3-9

HACVB Logo: WatermarksUsing watermarks is a subtle way to add an understated signature to a visual element.



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1.4-1

Minimum Sizes1. The minimum size of the Houma Logo with the Regional Brandmark should be no less than 1 7/8” from the left edge of the “H” to the right edge of the background swash.

2. The minimum size of the Regional Brandmark should be no less than 1 1/2” from the left edge of the “L” to the right edge of the “TM”.

3. The minimum size of the HACVB Logo should be no less than 1 1/2” from the left edge of the “H” to the right edge of the background swash.

4. The minimum size of the Houma Logo with the Parish Wordmark should be no less than 1 1/4” from the left edge of the “H” to the right edge of the background swash.

5. The minimum size of the Houma Logo should be no less than 7/8” from the left edge of the “H” to the right edge of the background swash.

1 7/8"

1 1/2"

1 1/2"

1 1/4"

7/8"

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1.5-1

Prohibited Use1. Under no circumstances shall users of the Logos and/or Brandmark rearrange or make any alterations to their parts.

2. The color arrangement of the Logos and/or Brandmark shall never be rearranged or changed in any way. This includes adding halos, outlines, alternate gradient blends or drop shadows.

3. No element of the Logos and/or Brandmark shall be removed.

4. Single color versions of the Logos and/or Brandmark shall not deviate from those specified in this document.

5. The Logos and/or Brandmark must never be placed against a textured background other than a low contrast photo image or a white/off-white texture.

6. The Logos and/or Brandmark shall never be used against a photo image background that has competing, high contrast visual elements that invade the clear space.

7. The Logos and/or Brandmark shall never be used as third party identities.

8. The Logos and/or Brandmark shall never be used as watermarks that are less than 20% white or against a background that renders them illegible.

9. Never pair the Regional Brandmark with the HACVB Logo. Always isolate it when used within the same display.

10.When the Logos and/or Brandmark are used with isolated imagery, they must never be obstructed or obscured.

11.Never use the Logos and/or Brandmark in a sentence.

12.Never rotate the Logos and/or Brandmark.

Come to to get away!


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2.0 Graphic PropertiesSwashes & Ragged Edge

Color Palette

Fonts

2.1

2.2

2.3

2.1

Graphic Properties: Swashes & Ragged Edge1. The Ragged Edge is a graphic element used at the bottom of ads, marketing displays or any communication device that requires a brand signature. It is used as an option to an isolated or reversed Logo or Brandmark. It may also be used as an edge of a photograph or as a vertical or horizontal edge treatment.

2. The Background Swash is usually integrated with the word Houma in the logo variations. It may be used independently as a graphic accent or as an underscore.

3. The Foreground Swash is usually used on top of the Background Swash in the logo variations. It may be used independently as a graphic accent or as an underscore.

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2.2

Graphic Properties: Color Palette1. The brand color palette consists of 3 colors: Bayou Blue, Moss Green and Black.

2. The colors are derived from the Pantone Matching System.

3. Each color may be reproduced as 4 screen tints.

4. When printing using 4 color process, the CMYK formulas must be maintained.

5. When digitally reproduced or displayed electronically, the RGB formulas must be maintained.

6. In web media, the Hex formulas (or web safe RGB) will ensure accurate representation.

7. In Black and white applications, each color can be represented as a screen percentage of black as defined in greyscale.

PANTONEBlack

Black

C = 0M = 13Y = 49K = 98

R = 51G = 43B = 36

#3d332b

50%

30%

20%

10%

PANTONE7473 C

Moss Green

C = 70M = 0Y = 38K = 8

R = 70G = 235B = 145

#46eb91

50%

30%

20%

10%

PANTONE3025 C

Bayou Blue

C = 100M = 17Y = 0K = 51

R = 0G = 104B = 125

#00687d

50%

30%

20%

10%

Name Specification Tints CMYK RGB HEX

100%

42%

92%

Greyscale

41 2 3 5 6 7

2.3

Graphic Properties: Fonts1. The font used in the Regional Brandmark and all Logo versions is a

customized derivative of the Brushtip Texe font..

2. The secondary font used in the HACVB Logo is Musée Regular.

Musée Regular and Musée Bold can be used as headlines, sub-heads, and captions in print media.

3. Times New Roman is used for body text on both printed and web media.

Musée

ABCDEF abcdef 12345

Brushtip Texe

AB C DE F a b c d e f 1 23 4 5

Times New Roman

ABCDEF abcdef 12345

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3.0 Sample ApplicationsBusiness Cabinet

Rack Brochure Cover

Print Ads

Coffee Cup

Golf Items

Cap

Apparel

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.1-1

Business Cabinet - CityA business cabinet for HACVB should include three basic components: a letterhead, envelope and business card. The business cabinet can be expanded into additional envelope sizes, note pads and thank you cards, depending on the need.

The design for HACVB’s cabinetshould be somewhat conservative instyle but more importantly, represent the Brand.

To reinforce the brand, the Regional Brandmark is incorporated into theensemble as an isolated graphic. It is left off of the front of business cardto maximize room for variable amountsof contact information. The Brandmarkcan be placed on the back of the business card to make a subtle brand statement.

All three pieces should be producedusing matching uncoated paper stock, preferably as antique white or cream recycled paper.

Sharon Aucoin AlfordExecutive Director

985-868-2732 Work985-868-7170 Fax985-381-6322 Cell

P.O. Box 2792Houma, LA 70361

[email protected]

P.O. Box 2792 | Houma, LA 70361985-868-2732 | F: 985-868-7170 VisitHouma.com



P.O. Box 2792Houma, LA 70361


3.1-2

HoumaTravel.com

Follow your heartto a place wherehistory is still alive.

Rack BrochureRack brochures usually measure 4”x 9” folded. The upper 1/4 of the front panel should be reserved for the Houma Logo and Brandmark for visibility in brochure racks. A key marketing caption is tertiary to the Logo and Brandmark.

3.1-3

Print AdvertisingPrint advertising should feature single attributes within the primary imagery and caption. A few additional destination features can be included in a text block, but the overall message should be brief and focused.

The Houma Logo and Brandmark should have visual prominence, second to the featured message. The HACVB URLshould be visible in all printed promotions.


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3.1-4

Coffee CupsThe Houma Logo and RegionalBrandmark can be applied to white ceramic cups. A solid color from the brand color palette can be used to line the inside of each cup as a compliment to the outside graphic.

3.1-5

Golf ItemsTo reinforce Houma as a golf destination, golf balls, bags and other items can feature the Logo and Regional Brandmark.

3.1-6

CapCaps could include an embroidered Logo and Brandmark. Because of detail limitations of the embroidery process, small text or overly detailed graphics should be avoided.

3.1-7

Apparel

3.1-7

Branded apparel are popular with tourists. The sale of these items can be licensed to select vendors, with shared profits going to the city or the HACVB to off-set marketing costs.


Design

Brand Style Guide - HACVB