Communications Guide for Generation Wild Communities

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Communications Guide for Generation Wild Communities

2Communications Guide for Generation Wild Communities Table of Contents

Let’s build something amazing together.

The purpose of this guide is to explain the relationship between Great Outdoors Colorado (GOCO), the Inspire Initiative and Generation Wild. The guide is designed to help you communicate clearly and consistently about how your work ties in. If we all tell the same story, our collective impact will be much greater.

If there are any questions that can’t be answered in this guide, contact the Generation Wild marketing team at GOCO:

[email protected] (303) 226-4530

Section 1 The Generation Wild Brand

Section 4 Application Resources

Section 3 Visual Brand Identity

Section 2 Communication Guidelines

Inspire & Generation Wild 4 The Generation Wild Anthem 5 Programs 6

Examples 21 Approvals 26 Signage 27

Message Hierarchy 8 General Guidelines 9 Sharing News 10 Hashtags 11 Speeches 12

Icon Lockups 14 Logo Usage 15 Single Color Application 16 Tagline 17 Font Usage 18 Color System 19

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Welcome to Generation Wild.

Before we get into the nitty gritty, we wanted to say congratulations. We’re tremendously excited for your project and are honored to partner with you. Our work together will help to improve the lives of Coloradans in your community and across the state. Thank you so much.

Now let’s get moving.

Communications Guide for Generation Wild Communities The Generation Wild Brand › Introduction 3

Section 1The Generation Wild Brand

4Communications Guide for Generation Wild Communities The Generation Wild Brand › Inspire & Generation Wild

Why Inspire and Generation Wild?

According to a University of Michigan study, the average kid spends between four and seven minutes a day outdoors in unstructured play. And seven hours a day glued to a screen. By turning the tide, we can positively affect kids’ health, socialization, self-confidence, imagination and their connection to nature.

With your courage and fortitude to take on this enormous challenge, we can create a movement to change a generation of Colorado kids.

From its inception, the Inspire Initiative has focused on getting Colorado kids and their families outside to experience all the benefits nature provides. Inspire is

one of the ways that kids, their families and everyone can engage and enjoy the outdoors. The combination of places, programs, pathways, and strategic communications will generate a result that truly will change a generation of kids.

Generation Wild is a social change campaign and movement with the same goal as Inspire, and it aims to amplify the Inspire message across the state.

Welcome to Generation Wild.

5Communications Guide for Generation Wild Communities The Generation Wild Brand › The Generation Wild Anthem

The Generation Wild Anthem.

The future belongs to the fearless.

The future belongs to the imaginative.

The future belongs to the creative.

What parent doesn’t want their kid to be all those things? But those aren’t qualities you pick up playing video games or binge watching YouTube.

Those are things that are grown and strengthened playing outside.

Challenging yourself. Having fun. Living loud.

The future belongs to the self-reliant, the self-confident and the self-assured.

The future belongs to the generation of kids who play outside.

Letting their imagination and their curiosity run wild.

The future belongs to them.

The future belongs to Generation Wild.

6Communications Guide for Generation Wild Communities The Generation Wild Brand › Programs

Once a member of Generation Wild, always a member of Generation Wild.

Introducing kids to the outdoors is just the start of the Generation Wild movement. Generation Wild communities, like yours, make the outdoors more accessible, provide environmental education and foster pathways for young adults to develop into the next generation of outdoor leaders.

Here’s how Generation Wild helps the community through three unique programs:

Places

Coalitions have identified needed improvements to nearby parks, trails, school yards, or other spaces with a potential for transformation such as vacant lots, alleys, and more. All improvements will be directed by the community to ensure they are most inspiring to local kids.

Programs

Generation Wild communities have identified a full spectrum of programs to activate parks and encourage kids to get outdoors. Programs will be developed along an age appropriate continuum. Younger kids will be inspired to explore nature right outside their back door. As kids age, programs will expand as well, inspiring older kids to adventure into the backcountry.

Pathways

Generation Wild communities have identified opportunities to create pathways to service learning and work experiences in the outdoors for older youth. Pathways invests resources in youth internships and actual work projects in the outdoors.

Just as GOCO’s grant agreement notes, promotional materials supporting products that are part of GOCO-funded programs and pathways should include at least one GOCO reference. This includes job descriptions, even those partially funded by GOCO.

7Communications Guide for Generation Wild Communities Communication Guidelines › Introduction 7

Be ready for show and tell.

To make your life a little easier, the following pages will show you how to talk about your work and how it relates to Generation Wild and GOCO.

Section 3Communication Guidelines

8Communications Guide for Generation Wild Communities Communication Guidelines › Message Heirarchy

How to think about the message hierarchy.

Generation Wild is the consumer-facing brand. It is the name of the movement and should be used to describe your community. You are now a Generation Wild community.

Great Outdoors Colorado is the founding and supporting organization. GOCO created and own the trademark to Generation Wild. Their logo should appear in association with the Generation Wild brand, but never overshadow it.

Generation Wild is not a replacement for your coalition’s name and logo. Your local coalition is yours. Continue to use your name proudly and loudly.

Colorado Lottery is the funding mechanism that makes all this possible. Their logo is typically used in conjunction with the GOCO logo when communicating about a project that has received a grant that was funded with a portion of Lottery proceeds.

9Communications Guide for Generation Wild Communities Communication Guidelines › General Guidelines

Great Outdoors Colorado, the Colorado Lottery and Generation Wild all have a role to play.

Here are a few guidelines for communications of all kinds:

• First things first, use “Great Outdoors Colorado” in your first reference to the organization, and “GOCO” in all subsequent references.

• Use “Colorado Lottery” in your first reference. Then you can refer to the organization as either “The Lottery” or “State Lottery.”

• But don’t confuse the two, as GOCO and The Lottery aren’t interchangeable. Refer to your GOCO grant as “funded by a portion of Lottery proceeds.” Please refer to the grant as your “GOCO grant” not “Inspire” or “Generation Wild” grant.

• And always keep this in mind: GOCO ”invests” a portion of Lottery proceeds. It doesn’t “spend” Lottery funds.

• When referring to the communities as a whole, please say “Generation Wild communities”. When referring to one coalition, please use the local coalition name (ex: Eagle Valley Outdoor Movement.)

• The most exciting change to how we all communicate is the addition of Generation Wild into the mix. Generation Wild is the movement that is changing an entire generation of kids. It now includes a statewide media and marketing presence and the actual infrastructure and programs that all of the Generation Wild communities throughout the state are driving. If you received an Inspire grant, you should now refer to it as a GOCO grant to help eliminate confusion as we rebrand from Inspire to Generation Wild. You should refer to your community as a Generation Wild community, and you should keep using the name of your local coalition as is. The only change is that your local coalition is now part of a dynamic group of Generation Wild coalitions across the state.

10Communications Guide for Generation Wild Communities Communication Guidelines › Sharing News

The first rule of Generation Wild is to talk insistently about Generation Wild.

There is so much incredible effort and excitement surrounding your work, and we want to help you shout about it from the mountain tops to the plains.

Have news to share?

Media coverage is an important piece of spreading the word about Generation Wild and your efforts. A basic press release template is available at goco.org/template. Be sure to include the GOCO boilerplate information in your release.

We look forward to seeing your projects in the news. When the media coverage starts pouring in, please send us copies of any press releases and published articles in your community to [email protected]. Include which media outlets received the release and which published your news.

If a reporter does ask a question about GOCO or Generation Wild that is beyond the scope of your grant or you’re unsure how to answer, please refer them to Rosemary Dempsey at 303.226.4530 or [email protected].

Have photos to share?

We love to see happy faces of people in Generation Wild communities. We welcome any video footage that highlights your projects or communities. Remember to share photos and videos taken during youth and family programs.

Use release forms when you are collecting images of people. Release forms are available at goco.org/photorelease.

Email photos and videos of your Generation Wild community to [email protected].

11Communications Guide for Generation Wild Communities Communication Guidelines › Hashtags

Let’s play hashtag. The following hashtags are used across our social media channels, so please use them when you can:

1. #GenerationWild should be used for all social media posts about the Generation Wild communities and programs (e.g., articles about coalitions, photos of youth councils, tweets from shared learning workshops).

2. #100ThingsToDo should be used to promote GOCO’s Generation Wild campaign to get Colorado kids outdoors more often and its List of 100 Things to Do Before You’re 12.

3. #spotGOCO should be used for any photo taken of GOCO signs at a GOCO-funded site.

4. #WhereDoYouGOCO should be used for any photo taken of a GOCO-funded site. It doesn’t have to include a sign.

Tag the following GOCO social media handles in your posts so that we can share your content:

1. Facebook: Great Outdoors Colorado and Generation Wild Colorado

2. Instagram: @GreatOutdoorsColorado and @GenerationWildColorado

3. Twitter: @GreatOutdoorsCO

We encourage all Generation Wild communities to post about their GOCO grants and projects on social media. Photos are especially encouraged, and we ask that you reference and tag GOCO when posting about a GOCO-funded project. We love seeing what you’re doing so please share highlights with us at [email protected].

12Communications Guide for Generation Wild Communities Communication Guidelines › Speeches

We know how to party.

Please notify us at least 30 days in advance, when possible, of any groundbreaking, dedication or grand opening events. We’ll help you spread the word through Generation Wild and GOCO social media. And if you’d like, we’ll do our best to send a GOCO representative to your event to thank you in person.

Consider inviting state legislators, local elected officials, the local media and influencers in your community to your events.

After your events, please send event details as well as pictures or videos to [email protected].

We look forward to helping you celebrate your coalitions’ accomplishments.

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Section 3Visual Brand Identity

Communications Guide for Generation Wild Communities Visual Brand identity › Introduction 13

Wear this badge with pride.

The visual brand identity for Generation Wild has to be as fresh and interesting as the great outdoors. That’s why there are variations in the logo. When used in the consistent manner defined in these guidelines the Generation Wild brand will result in greater awareness and an outpouring of love throughout the state.

The following guidelines should be consulted when using the Generation Wild logo and tagline. The logo can be downloaded at goco.org/logo or requested by email at [email protected].

14Communications Guide for Generation Wild Communities Visual Brand Identity › Icon Lockups

Generation Wild Icon Lockups

The Generation Wild logo system consists of a collection of icon lockups. This system allows for variation in the look of the logo while maintaining a consistent brand.

The primary “Leaf” lockup is the default lockup for Generation Wild materials, but the other two lockups shown here can be used as well. The variation in the logo allows the identity system to be as interesting and fresh as the outdoors.

These are the only silhouettes that are approved for use. Only the color combinations used in these examples should be used. Any silhouette may be used as a single color (see page 15). For more information on color, please refer to page 19.

Other silhouette or color combinations require approval before use.

PANTONE 801C C:100 M:0 Y:0 K:0 #00AEEF


PANTONE RED 032C C:0 M:100 Y:80 K:0 #ED1A3B

PANTONE 387C C:20 M:0 Y:100 K:0 #D7DF23



15Communications Guide for Generation Wild Communities Visual Brand Identity › Logo Usage

Logo Lockup and Usage

The Generation Wild logo is part of a fun and varied system. The logo lockup consists of the logotype placed on one of many silhouette icons. This system allows the appearance of the logo to vary, while keeping a consistent look. Only the provided lockups should be used. Do not modify or separate any part of the lockup.

To ensure the integrity of the Generation Wild lockup, appropriate size and whitespace around the logo should be used. The size of the “W” in “Wild” should be used to determine the white space around the logo, as demonstrated below. The logotype should never appear smaller that 0.5” wide. Any logo application outside of these standards must be approved before use.

+ =

Logotype Silhouette Icon Logo Lockup

0.5”

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16Communications Guide for Generation Wild Communities Visual Brand Identity › Single Color Application

Single Color Application

The logo may be printed as a single color. Any of the five base colors described in this guide or black may be used. The logo can also be knocked out of a background color or photo in white.

When using a single color logo, especially on a photo background, attention should be paid to proper contrast to ensure that the logo is readable.

The logo in a single

color can also use any

of the colors specified

on page 19.

The logo in a single color

can use black or white.

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17Communications Guide for Generation Wild Communities Visual Brand Identity › Tagline

Tagline Lockup

The Generation Wild tagline “Kids grow better outside” communicates the benefit of the brand. It should be accompanied by the logo, however it is not to be used in every scenario. For instance, when discussing Pathways, which are targeted at young adults, the logo should be used without the tagline.

This lockup should never be used without the Generation Wild logo accompanying it. The Generation Wild logo should take priority over the tagline lockup, and should appear before the tagline. In other words, implementation of the tagline lockup should always read:

“Generation Wild” then “Kids grow better outside.”

Tagline lockup

Tagline lockup with logo

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18Communications Guide for Generation Wild Communities Visual Brand Identity › Font Usage

Font Usage

The Generation Wild brand makes use of the Filson Soft font family. This is the preferred font family that should be used with Generation Wild branded material. If you are unable to get a license for Filson Soft, Montserrat is an acceptable free alternative that is available on google Fonts at fonts.google.com.

Both Filson Soft and Montserrat are available in a variety of weights and is used for body copy and headlines. Body copy should generally be set in the book/regular weight, while subheads and headlines can be set in the heavier weights.

Filson Soft Light AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890~!@#$%^&*_+-=

Filson Soft Book AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890~!@#$%^&*_+-=

Filson Soft Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890~!@#$%^&*_+-=

Filson Soft Black AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890~!@#$%^&*_+-=

19Communications Guide for Generation Wild Communities Visual Brand Identity › Color Sytem

Color System

The thing that really brings the Generation Wild brand to life is its vibrant color palette. The palette is seperated into two audiences. For younger audiences (age 12 and under) the brand will rely more heavily on a more primary, vibrant color scheme.

For older audiences, a more subdued and natural color palette is used. This allows the brand to effectively speak to both younger and older audiences while keeping the brand system intact.

Only one palette should be used at a time. Colors from two palettes should not be mixed together.


PANTONE 7698C C:85 M:45 Y:35 K:0 #2A7B94

PANTONE RED 032C C:0 M:100 Y:80 K:0 #ED1A3B

PANTONE 574C C:60 M:30 Y:80 K:40 #4E653C


PANTONE 7579C C:15 M:80 Y:100 K:0 #D4582A

PANTONE 674C C:10 M:85 Y:0 K:0 #D84B9B

PANTONE 7665C C:70 M:90 Y:30 K:0 #70417A

PANTONE 7519C C:55 M:60 Y:65 K:40 #594A41

PANTONE 453C C:20 M:20 Y:40 K:10 #BBB091

Younger Audiences

Older Audiences

20Communications Guide for Generation Wild Communities Application Resources › Introduction 20

How to apply what you’ve learned.

Congratulations on making it this far. You’re in the home stretch now. The following pages include instructions for getting your communications approved and examples of how to put Generation Wild brand knowledge into action.

Section 4Application Resources

21Communications Guide for Generation Wild Communities Application Resources › Examples

We encourage you to be a copycat.

Here are some examples of approved communications. Take a look at these and make sure that your use of our logo, font, colors and voice all feel like these examples.

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The Generation Wild logo and your brand.

Remember, your coalition’s name and brand is still in place. Generation Wild is not a replacement for your existing coalition branding. Here are a couple examples of how to use the Generation Wild branding with your coalition’s branding.

Fostering an

appreciation for nature.

A Generation Wild Community.

Fostering an

appreciation for nature.

A Generation Wild Community.

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26Communications Guide for Generation Wild Communities Application Resources › Approvals

How to get your communications approved.

Before you put your communications out into the world, we want to give a quick peek to make sure it’s good to go. To gain approval for all Generation Wild communications, please submit them to [email protected].

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27Communications Guide for Generation Wild Communities Application Resources › Signage

A sign of the good times.

GOCO requires you to install one or more signs at each of your GOCO-funded parks, trails and outdoor education centers acknowledging the assistance of Great Outdoors Colorado and Colorado Lottery funding.

Install signs at sites where GOCO funding has been used, including playgrounds, gardens, greenhouses, gear libraries and more. If you’re unsure about whether a site is a good fit for GOCO signage, please contact us at [email protected].

In general, signs should be installed in multiple, high-traffic areas of a project site. Signs should be installed at eye-level on parts of the project funded by GOCO. A visitor should not be able to use the project without seeing a GOCO sign. Signs should not be installed on trash cans, restrooms or other aesthetically unappealing areas.

Custom Signs

If you plan to install a custom sign,

GOCO will provide the appropriate

logo. The GOCO logo cannot be

altered in any way.

Send all design proofs to

[email protected] for quick review.

Announcement Yard Signs

GOCO offers free yard signs

to announce the upcoming

development of a new place for

outdoor play in your community.

Request a yard sign from

[email protected].

Standard Signage

7.75” x 7.5”

This sign is to be installed at all

entrances, exits and other high-traffic

areas around a project site.

4” x 4”

This sign is only for trail markers

and should be installed in both

directions at multiple points along

a trail segment.

This project funded by

Coming Soon!A Great Outdoors Colorado Competitive Grant site.

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Copyright 2018, Great Outdoors Colorado. All rights reserved.

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Communications Guide for Generation Wild Communities