Brand USA

Official Websites

• https://www.thebrandusa.com
• https://www.visittheusa.com
• https://americathebeautiful.com
• http://www.thebrandusa.com

Brand Guidelines

2015

Brand Summary

Mission

• Brand USA is the first ever nationally coordinated effort designed to create economic growth in the USA via increased tourism. It aims to remind people that the country is filled with boundless possibilities while reigniting the world’s love affair with America [^1].

Core Values

• boundless possibilities
• welcoming
• unexpected
• inclusive
• interpretive
• adaptive
• diverse
• unified
• collective culture
• extraordinary experiences
• robust stories and personalities

Target Audience

• Global consumers seeking extraordinary experiences, including visitors and citizens interested in the diverse destinations, institutions, and people of the United States [^2].

Personality Traits

• welcoming
• unexpected
• inclusive
• interpretive
• adaptive
• constantly evolving

Visual Identity Overview

• The visual identity is modern, digital, and adaptive, centered around a logo formed by multi-colored dots in a grid, representing diversity and unity. The color palette is varied and vibrant, with clear guidelines for logo usage, clear space, and minimum sizes. Typography is primarily Gotham Rounded for display and Gotham for text, with Sassoon Primary Std for taglines. The brand leverages dynamic compositions and adaptable layouts across print, digital, apparel, banners, billboards, and co-branded applications [^3].

Categories

Brand Voice

• Brand USA is about an idea as much as it is about a place; a state of mind where because anything is possible, everything is possible.
• Brand USA is not a tourism brand focused on only seeing and doing. It is a global consumer brand that helps connect people to extraordinary experiences. From the exciting contrasts of its destinations and institutions to the diversity of its people, Brand USA is about a collective culture that is only as robust as the stories and personalities that contribute to it.
• We want to remind people that this country is filled with boundless possibilities while reigniting the world’s love affair with America.
• The Brand USA logo is grounded in the idea of boundless possibilities and represents the idea that there is no single element that defines the United States. Rather, it embraces the spirit of America by communicating that each citizen, visitor, experience and interaction helps create the fabric of American culture. It highlights and reinforces the idea that unique elements interact to create something larger.
• It is welcoming, unexpected and inclusive. It is interpretive and adaptive; constantly evolving based on its surroundings. It is, simply, the visual expression of awesome possibilities.

Brand Imagery

• The Brand USA logo is grounded in the idea of boundless possibilities and represents the idea that there is no single element that defines the United States. Rather, it embraces the spirit of America by communicating that each citizen, visitor, experience and interaction helps create the fabric of American culture. It highlights and reinforces the idea that unique elements interact to create something larger.
• It is welcoming, unexpected and inclusive. It is interpretive and adaptive; constantly evolving based on its surroundings. It is, simply, the visual expression of awesome possibilities.
• An expandable universe of points represented by the multi-colored dots within the structure of a grid allows for the opportunity to use color and form to bring this system to life while implying the constant energy of evolution. It is both diverse and unified—different in that related colors form a cohesive palette and a varied arrangement of circles form the letters.
• The USA logo is usually tertiary in graphic prominence, after any sensory logos and the “Discover this land, like never before” line. It is usually located in a bottom corner and used as a sign-off.
• Logos should always appear with the DiscoverAmerica.com web address.
• This lockup may be used in layouts that favor a vertical shape. Please consider the size and legibility of the URL when this lockup using in application.
• This lockup may be used in layouts that favor a horizontal shape. It may also be used when the URL needs to appear larger in relation to the USA mark. Because of this difference in proportions, this lockup can be used at a smaller scale than the vertical lockup. Please consider the size and legibility of the URL when using this lockup in application.

Color Palette

• The three-color or full color palettes are considered the primary use palettes.
• Note that palettes 1, 2, 3 and 4 are available for co-branding.
• Palette 4 PMS 242C CMYK 31/100/9/44 RGB 119/32/89 HTML 772059 PMS 200C CMYK 3/100/66/12 RGB 183/18/52 HTML B71234 PMS 2577C CMYK 45/50/0/0 RGB 164/124/201 HTML A47CC9
• Palette 8 PMS 2617C CMYK 84/100/0/13 RGB 73/14/111 HTML 490E6F PMS 2995C CMYK 81/1/0/0 RGB 0/169/224 HTML 00A9EO PMS200C CMYK 3/100/66/12 RGB 183/18/52 HTML B71234
• Palette 1 PMS 208C CMYK 10/97/37/43 RGB 136/35/69 HTML 882345 PMS 200C CMYK 3/100/66/12 RGB 183/18/52 HTML B71234 PMS 130C CMYK 0/30/100/0 RGB 240/171/0 HTMLF0AB00
• Palette 5 PMS 3425 CMYK 100/10/69/44 RGB 0/102/67 HTML 006643 PMS 355C CMYK 95/0/98/0 RGB 0/155/58 HTML 009B3A PMS 382C CMYK 28/0/92/0 RGB 190/214/0 HTML BED600
• Palette 9 PMS 316C CMYK 100/15/26/70 RGB 0/73/83 HTML 004953 PMS 321C CMYK 100/2/32/12 RGB 0/139/149 HTML 008B95 PMS 319C CMYK 62/0/20/0 RGB 63/207/213 HTML 3FCFD5
• Palette 2 PMS 2755C CMYK 100/98/0/24 RGB 33/7/106 HTML 21076A PMS 2945C CMYK 100/52/2/12 RGB 0/84/159 HTML 00549F PMS 2995C CMYK 81/1/0/0 RGB 0/169/224 HTML 00A9E0
• Palette 6 PMS 2617C CMYK 84/100/0/13 RGB 73/14/111 HTML 490E6F PMS 2602C CMYK 68/100/0/0 RGB 124/16/154 HTML 7C109A PMS 2577C CMYK 45/50/0/0 RGB 164/124/201 HTML A47CC9
• Palette 10 PMS 1525C CMYK 1/75/100/8 RGB 197/76/0 HTML C54C00 PMS 158C CMYK 0/64/95/0 RGB 227/114/34 HTML E37222 PMS 116C CMYK 0/12/100/0 RGB 254/203/0 HTML FECB00
• Palette 3 PMS 2995C CMYK 100/55/10/48 RGB 0/60/105 HTML 003C69 PMS 321C CMYK 100/2/32/12 RGB 0/139/149 HTML 008B95 PMS 368C CMYK 63/0/97/0 RGB 105/190/40 HTML 69BE28
• Palette 7 PMS 229C CMYK 24/100/17/60 RGB 102/32/70 HTML 662046 PMS 234C CMYK 18/100/4/17 RGB 161/0/107 HTMLA1006B PMS 226C CMYK 0/100/2/0 RGB 207/0/114 HTML CF0072
• Two-color versions of palettes 1, 5, 6, 7, 9 and 10 exist for printing situations where the number of available inks is limited by production methods. These color palettes should be used only for those scenarios. They should not be used in place of three-color palettes when three­color palettes are able to be printed.
• Palette lA PMS 208C PMS 200C 40% TINT OF PMS 200C
• Palette SA PMS 3425C PMS 355C 40% TINT OF PMS 355C
• Palette 9A PMS 316C PMS 321C 40% TINT OF PMS 321C
• Palette GA PMS 2617C PMS 2602C 40% TINT OF PMS 2602C
• Palette lOA PMS 1525C PMS 158C 40% TINT OF PMS 158C
• Palette 7A PMS 299C PMS 234C 40% TINT OF PMS 234C
• Two one-color versions of the Brand USA mark exist for situations where the number of available inks is limited. These two logos use tints of color to maintain the energy of the full color marks. Palette 11 has been designed for use on light backgrounds and palette 12 has been designed for use on dark backgrounds.
• In addition, there is a black and a reversed (white) logo. These logos are recommended for use on photographic or colored backgrounds. They may also be used in co-branding situations, when Partner logos appear in a single color.
• Palette 11 CMYK 0/0/0/100 RGB 0/0/0 HTML 000000 CMYK 0/0/0/65 RGB 120/120/120 HTML 787878 CMYK 0/0/0/25 RGB 200/200/200 HTML C8C8C8
• Palette 12 CMYK 0/0/0/0 RGB 255/255/255 HTML FFFFFF CMYK 0/0/0/50 RGB 150/150/150 HTML 969696 CMYK 0/0/0/25 RGB 200/200/200 HTML C8C8C8
• Black CMYK 0/0/0/100 RGB 0/0/0 HTML 000000
• Reversed (white) CMYK 0/0/0/0 RGB 255/255/255 HTML FFFFFF
• All color palettes are available for all markets.
• Do not recolor the logo. Use only the approved Brand USA assets.
• There are four different full color palettes available for co-branding. Color palettes should aim to be complementary to photography or partner logos used. Palettes should be selected for legibility and impact. Multiple color palettes should never appear in one space.
• In addition to the full color marks, there are two single color logos: a black and a reversed (white) logo. These logos are recommended for use on photographic or colored backgrounds. They may be used when partner logos appear in single color. The single color versions are not recommended for use with multicolored co-branded logos.

Typography

• Brand USA has one typeface family for use on all branded communications. Display, primary message and accent typography should be set in Gotham Rounded whenever possible. The rounded terminals of the letter-forms link back to the dots of the Brand USA logo.
• Please consider type weight and the balance of display typography in relation to other elements within an application.
• Gotham Rounded Light Gotham Rounded Book Gotham Rounded Medium Gotham Rounded Bold
• Gotham should be considered the default font for longer text passages. Please use Gotham for any body text treatments.
• Gotham Thin Gotham Light Gotham Book Gotham Medium Gotham Bold Gotham Black
• The tagline, “Discover this land, like never before.” should always appear in Sassoon Primary Std. If not used in one continuous line, it should only break after “land,” and “like never before.” should start directly under “this” on the second line.
• Sassoon Primary Std Sassoon Primary Std Bold
• Sassoon Primary Std one line
• Sassoon Primary Std bold two lines
• Name: Gotham Bold 8/lOpt □ Title: Gotham Book 8/10pt Brand USA: Gotham Bold 8/lOpt Gotham Book 8/lOpt Gotham Book 8/10pt
• Calibri Bold 11pt, dark blue
• Calibri Regular 11pt, dark blue
• 1 space Calibri Regular 11pt, dark blue 1 1 space ]

Logo Usage

• The USA logo is usually tertiary in graphic prominence, after any sensory logos and the “Discover this land, like never before” line. It is usually located in a bottom corner and used as a sign-off.
• Logos should always appear with the DiscoverAmerica.com web address.
• Far Left: Vertical URL Lockup This lockup may be used in layouts that favor a vertical shape. Please consider the size and legibility of the URL when this lockup using in application.
• Left: Horizontal URL Lockup This lockup may be used in layouts that favor a horizontal shape. It may also be used when the URL needs to appear larger in relation to the USA mark. Because of this difference in proportions, this lockup can be used at a smaller scale than the vertical lockup. Please consider the size and legibility of the URL when using this lockup in application.
• Always give the Brand USA logo appropriate space from surrounding graphic elements.
• The recommended clear space is marked by the dashed lines shown to the right. This measurement is equal to one half of the height of the logo. This clear space has been built in to the margins of the individual logo artwork files.
• To ensure optimal reproduction of the individual dots, the USA logo should not be used smaller than the provided minimum sizes. For layouts smaller than these minimum sizes, please use the special use logo for small sizes (see pages 72 through 75).
• Note that the horizontal and vertical lockups have different minimum sizes due to the URL line.
• Minimum height 0.4 inches
• Vertical Lockup Minimum Size Minimum height 0.525 inches
• Horizontal Minimum Size Minimum height 0.4 inches
• This special use logo has been built for maximum legibility at small sizes or when viewed from very far away, such as on a billboard. It contains fewer dots and is more tightly spaced than the primary logo mark but maintains its vibrant feel. These special use situations should be decided on a case-by­case basis.
• The special use mark should only be used in situations where the primary mark would be compromised by scale or viewing distance.
• To ensure optimal reproduction of the individual dots, the USA logo should not be used smaller than the provided minimum sizes.
• Special Use Logo Minimum Size Minimum height 0.225 inches
• Special Use Vertical Lockup Minimum Size Minimum height 0.425 inches
• Special Use Horizontal Lockup Minimum Size Minimum height 0.225 inches
• The Brand USA logos have been designed to give flexibility for a variety of designs and media. Always use the approved digital art.
• Logo artwork should never be recreated, reset, or recolored. Please refer to the asset matrix on pages 44 through 48 for all of the approved logo variations.
• Do not recreate the logo.
• Do not recreate the URL typography.
• Do not stretch or condense the logo. The dots within the mark should always be perfect circles.
• Do not change the size relationships within the logo lockup.
• Do not change the spacing of dots within the logo lockup.
• Do not add any effects, such as drop shadows, to the logo.
• Do not recolor the logo. Use only the approved Brand USA assets.
• Do not change the spacing of elements within the logo lockup.
• Do not put the logo into a repeat pattern.
• The Brand USA logo has been created on a 17/20 point grid. Each dot is 17 points in diameter, with 3 points of clear space.
• In some applications, designers may wish to extend the spread of the dots to create a larger composition. Within the Illustrator EPS artwork, be sure to set the keyboard increment to 20 points. This will allow the designer to add and move these additional points along the 17/20 grid. All dots must align to the logo’s grid.
• Please note that the original logo can not be altered; it may only be added to.
• In some applications, such as the tote bag and T-shirt, the spread of the dots has been extended to create a dynamic composition. Please see page 21 for additional information.
• Note that the original logo has not been altered; it has only been added to.
• Just as with the tote bag and T-shirt, the dots on this billboard design have been extended to create a lively composition. Please see page 21 for additional information.
• Note that the original logo has not be altered; it has only been added to. Also note that the URL has been detached from the mark to better suit the composition. The size relationship between the logo and the URL has been maintained.
• Again, the dots on these banners have been extended to create a lively composition. Please see page 19 for additional information.
• For large, branded spaces, the logo is put into a pattern with ample white space.
• When applying logo to items, ensure enough negative space to allow for a clear, readable placement.

Tone And Messaging

• Brand USA is about an idea as much as it is about a place; a state of mind where because anything is possible, everything is possible.
• Brand USA is not a tourism brand focused on only seeing and doing. It is a global consumer brand that helps connect people to extraordinary experiences. From the exciting contrasts of its destinations and institutions to the diversity of its people, Brand USA is about a collective culture that is only as robust as the stories and personalities that contribute to it.
• We want to remind people that this country is filled with boundless possibilities while reigniting the world’s love affair with America.
• The Brand USA logo is grounded in the idea of boundless possibilities and represents the idea that there is no single element that defines the United States. Rather, it embraces the spirit of America by communicating that each citizen, visitor, experience and interaction helps create the fabric of American culture. It highlights and reinforces the idea that unique elements interact to create something larger.
• It is welcoming, unexpected and inclusive. It is interpretive and adaptive; constantly evolving based on its surroundings. It is, simply, the visual expression of awesome possibilities.

Brand Values

• Brand USA is about an idea as much as it is about a place; a state of mind where because anything is possible, everything is possible.
• Brand USA is not a tourism brand focused on only seeing and doing. It is a global consumer brand that helps connect people to extraordinary experiences. From the exciting contrasts of its destinations and institutions to the diversity of its people, Brand USA is about a collective culture that is only as robust as the stories and personalities that contribute to it.
• We want to remind people that this country is filled with boundless possibilities while reigniting the world’s love affair with America.
• The Brand USA logo is grounded in the idea of boundless possibilities and represents the idea that there is no single element that defines the United States. Rather, it embraces the spirit of America by communicating that each citizen, visitor, experience and interaction helps create the fabric of American culture. It highlights and reinforces the idea that unique elements interact to create something larger.
• It is welcoming, unexpected and inclusive. It is interpretive and adaptive; constantly evolving based on its surroundings. It is, simply, the visual expression of awesome possibilities.
• An expandable universe of points represented by the multi-colored dots within the structure of a grid allows for the opportunity to use color and form to bring this system to life while implying the constant energy of evolution. It is both diverse and unified—different in that related colors form a cohesive palette and a varied arrangement of circles form the letters.

Visual Style

• The Brand USA logo is grounded in the idea of boundless possibilities and represents the idea that there is no single element that defines the United States. Rather, it embraces the spirit of America by communicating that each citizen, visitor, experience and interaction helps create the fabric of American culture. It highlights and reinforces the idea that unique elements interact to create something larger.
• It is welcoming, unexpected and inclusive. It is interpretive and adaptive; constantly evolving based on its surroundings. It is, simply, the visual expression of awesome possibilities.
• An expandable universe of points represented by the multi-colored dots within the structure of a grid allows for the opportunity to use color and form to bring this system to life while implying the constant energy of evolution. It is both diverse and unified—different in that related colors form a cohesive palette and a varied arrangement of circles form the letters.
• The USA logo is usually tertiary in graphic prominence, after any sensory logos and the “Discover this land, like never before” line. It is usually located in a bottom corner and used as a sign-off.
• Logos should always appear with the DiscoverAmerica.com web address.
• This lockup may be used in layouts that favor a vertical shape. Please consider the size and legibility of the URL when this lockup using in application.
• This lockup may be used in layouts that favor a horizontal shape. It may also be used when the URL needs to appear larger in relation to the USA mark. Because of this difference in proportions, this lockup can be used at a smaller scale than the vertical lockup. Please consider the size and legibility of the URL when using this lockup in application.
• Always give the Brand USA logo appropriate space from surrounding graphic elements.
• The recommended clear space is marked by the dashed lines shown to the right. This measurement is equal to one half of the height of the logo. This clear space has been built in to the margins of the individual logo artwork files.
• To ensure optimal reproduction of the individual dots, the USA logo should not be used smaller than the provided minimum sizes. For layouts smaller than these minimum sizes, please use the special use logo for small sizes (see pages 72 through 75).
• Note that the horizontal and vertical lockups have different minimum sizes due to the URL line.
• Minimum height 0.4 inches
• Minimum height 0.525 inches
• This special use logo has been built for maximum legibility at small sizes or when viewed from very far away, such as on a billboard. It contains fewer dots and is more tightly spaced than the primary logo mark but maintains its vibrant feel. These special use situations should be decided on a case-by­case basis.
• The special use mark should only be used in situations where the primary mark would be compromised by scale or viewing distance.
• To ensure optimal reproduction of the individual dots, the USA logo should not be used smaller than the provided minimum sizes.
• Minimum height 0.225 inches
• Minimum height 0.425 inches
• Logo artwork should never be recreated, reset, or recolored. Please refer to the asset matrix on pages 44 through 48 for all of the approved logo variations.
• Do not recreate the logo.
• Do not recreate the URL typography.
• Do not stretch or condense the logo. The dots within the mark should always be perfect circles.
• Do not change the size relationships within the logo lockup.
• Do not change the spacing of dots within the logo lockup.
• Do not add any effects, such as drop shadows, to the logo.
• Do not recolor the logo. Use only the approved Brand USA assets.
• Do not change the spacing of elements within the logo lockup.
• Do not put the logo into a repeat pattern.
• Display, primary message and accent typography should be set in Gotham Rounded whenever possible. The rounded terminals of the letter-forms link back to the dots of the Brand USA logo.
• Please consider type weight and the balance of display typography in relation to other elements within an application.
• Gotham should be considered the default font for longer text passages. Please use Gotham for any body text treatments.
• The tagline, “Discover this land, like never before.” should always appear in Sassoon Primary Std. If not used in one continuous line, it should only break after “land,” and “like never before.” should start directly under “this” on the second line.
• The Brand USA logo has been created on a 17/20 point grid. Each dot is 17 points in diameter, with 3 points of clear space.
• Within the Illustrator EPS artwork, be sure to set the keyboard increment to 20 points. This will allow the designer to add and move these additional points along the 17/20 grid. All dots must align to the logo’s grid.
• Please note that the original logo can not be altered; it may only be added to.
• In some applications, such as the tote bag and T-shirt, the spread of the dots has been extended to create a dynamic composition. Please see page 21 for additional information.
• Note that the original logo has not been altered; it has only been added to.
• Just as with the tote bag and T-shirt, the dots on this billboard design have been extended to create a lively composition. Please see page 21 for additional information.
• Note that the original logo has not be altered; it has only been added to. Also note that the URL has been detached from the mark to better suit the composition. The size relationship between the logo and the URL has been maintained.
• Again, the dots on these banners have been extended to create a lively composition. Please see page 19 for additional information.
• For large, branded spaces, the logo is put into a pattern with ample white space.
• When applying logo to items, ensure enough negative space to allow for a clear, readable placement.

Layout And Composition

• The USA logo is usually tertiary in graphic prominence, after any sensory logos and the “Discover this land, like never before” line. It is usually located in a bottom corner and used as a sign-off.
• Logos should always appear with the DiscoverAmerica.com web address.
• Far Left: Vertical URL Lockup This lockup may be used in layouts that favor a vertical shape. Please consider the size and legibility of the URL when this lockup using in application.
• Left: Horizontal URL Lockup This lockup may be used in layouts that favor a horizontal shape. It may also be used when the URL needs to appear larger in relation to the USA mark. Because of this difference in proportions, this lockup can be used at a smaller scale than the vertical lockup. Please consider the size and legibility of the URL when using this lockup in application.
• Always give the Brand USA logo appropriate space from surrounding graphic elements.
• The recommended clear space is marked by the dashed lines shown to the right. This measurement is equal to one half of the height of the logo. This clear space has been built in to the margins of the individual logo artwork files.
• To ensure optimal reproduction of the individual dots, the USA logo should not be used smaller than the provided minimum sizes. For layouts smaller than these minimum sizes, please use the special use logo for small sizes (see pages 72 through 75).
• Note that the horizontal and vertical lockups have different minimum sizes due to the URL line.
• Minimum height 0.4 inches
• Vertical Lockup Minimum Size Minimum height 0.525 inches
• Horizontal Minimum Size Minimum height 0.4 inches
• This special use logo has been built for maximum legibility at small sizes or when viewed from very far away, such as on a billboard. It contains fewer dots and is more tightly spaced than the primary logo mark but maintains its vibrant feel. These special use situations should be decided on a case-by­case basis.
• The special use mark should only be used in situations where the primary mark would be compromised by scale or viewing distance.
• To ensure optimal reproduction of the individual dots, the USA logo should not be used smaller than the provided minimum sizes.
• Minimum height 0.225 inches
• Special Use Vertical Lockup Minimum Size Minimum height 0.425 inches
• Special Use Horizontal Lockup Minimum Size Minimum height 0.225 inches
• The Brand USA logo has been created on a 17/20 point grid. Each dot is 17 points in diameter, with 3 points of clear space.
• In some applications, designers may wish to extend the spread of the dots to create a larger composition. Within the Illustrator EPS artwork, be sure to set the keyboard increment to 20 points. This will allow the designer to add and move these additional points along the 17/20 grid. All dots must align to the logo’s grid.
• Please note that the original logo can not be altered; it may only be added to.
• In some applications, such as the tote bag and T-shirt, the spread of the dots has been extended to create a dynamic composition. Please see page 21 for additional information.
• Note that the original logo has not been altered; it has only been added to.
• Just as with the tote bag and T-shirt, the dots on this billboard design have been extended to create a lively composition. Please see page 21 for additional information.
• Note that the original logo has not be altered; it has only been added to. Also note that the URL has been detached from the mark to better suit the composition. The size relationship between the logo and the URL has been maintained.
• Again, the dots on these banners have been extended to create a lively composition. Please see page 19 for additional information.
• For large, branded spaces, the logo is put into a pattern with ample white space.
• When applying logo to items, ensure enough negative space to allow for a clear, readable placement.

Co Branding

• Please note that only the vertical and horizontal URL lockups are available for co-branding.
• There are four different full color palettes available for co-branding. Color palettes should aim to be complementary to photography or partner logos used. Palettes should be selected for legibility and impact. Multiple color palettes should never appear in one space.
• In addition to the full color marks, there are two single color logos: a black and a reversed (white) logo. These logos are recommended for use on photographic or colored backgrounds. They may be used when partner logos appear in single color. The single color versions are not recommended for use with multicolored co-branded logos.
• When the Brand USA logo is presented with another mark, please follow the minimum clear space guidelines outlined on pages 11 and 15 of this document.
• If possible, allow for additional clear space between co-branded logos so that each appears as an impactful and individual element within the application.
• Because every logo is different, co-branded logos should be sized based on their weight (density) as well as by their size (measurement). Optically, the Brand USA logo should have as much presence as partner logos.
• When co-branded logos are optically sized, they may not share precise points of alignment (such as a common baseline). Co-branded logos should always align to a central axis. This axis may be horizontal or vertical, based on the arrangements.
• When the Brand USA logo is presented with another mark, please follow the logo clear space recommendations.
• Co-brand logos should relate in optical size. The Brand USA logo and partner logos should correspond in density.
• Logos should always align along a central axis (in this example, the alignment follows a horizontal axis).
• Note that certain co-branded layouts may benefit from additional clear space.
• Co-brand logos should relate in optical size. The Brand USA logo and partner logos should correspond in density. This may be done through scale and placement.

Animated Logo

• The animated Discover America logo should be utilized as a begining and/or ending to any element that incorporates motion including TV, Online and Animation.
• The dots of the logo should be incorporated by isolating one of the central dots and use it as a frame for cropping the scenery, all while moving into place with the other dots that make up the Discover America logo.
• Please request our pre-built animation for any desired uses.

Market Specific Logo Variations

• UK, Germany, and Australia markets to use the standard “.com” logo.
• Logos have been created for each market-specific website, with unique URL’s in Vertical, Horizontal and Special Use variations. See examples below.
• All color palettes are available for all markets.

Apparel Guidelines

• In some applications, such as the tote bag and T-shirt, the spread of the dots has been extended to create a dynamic composition. Please see page 21 for additional information.
• Note that the original logo has not been altered; it has only been added to.

Email Signature Guidelines

• James Namude Partner Advertising and Sponsorship Manager Brand USA t 202.536.2068 DiscoverAmerica.com
• calibri Bold 11pt, dark blue
• Calibri Regular 11pt, dark blue
• 1 space Calibri Regular 11pt, dark blue 1 1 space
• Please use the supplied jpeg that has been sized for these specifications
• Palette 2 PMS 2746C CMYK 100/88/0/10 RGB 33/36/146 HTML 212492 PMS 2602 CMYK 68/100/0/0 RGB 124/16/154 HTML 7C109A PMS 2995C CMYK 87/1/0/0 RGB 0/169/224 HTML 00A9E0

Business Card Guidelines

• Six versions of the business card were created using palettes 1, 5, 6, 7, 8 and 9. The backs are printed with a solid color from each of the corresponding palettes.
• There are two business card designs for Brand USA. Both versions make use of ample white space to allow the USA logo. The version containing less content is used primarily for the Board of Directors.
• Name: Gotham Bold 8/lOpt □ Title: Gotham Book 8/10pt Brand USA: Gotham Bold 8/lOpt Gotham Book 8/lOpt Gotham Book 8/10pt
• Primary version: content heavy
• Board of directors: less content

Billboard Guidelines

• Just as with the tote bag and T-shirt, the dots on this billboard design have been extended to create a lively composition. Please see page 21 for additional information.
• Note that the original logo has not be altered; it has only been added to. Also note that the URL has been detached from the mark to better suit the composition. The size relationship between the logo and the URL has been maintained.

Banner Guidelines

• Again, the dots on these banners have been extended to create a lively composition. Please see page 19 for additional information.
• Note that the original logo has not be altered; it has only been added to. Also note that the URL has been detached from the mark to better suit the composition. The size relationship between the logo and the URL has been maintained.

Print Guidelines

• The three-color or full color palettes are considered the primary use palettes.
• Note that palettes 1, 2, 3 and 4 are available for co-branding.
• Two-color versions of palettes 1, 5, 6, 7, 9 and 10 exist for printing situations where the number of available inks is limited by production methods. These color palettes should be used only for those scenarios. They should not be used in place of three-color palettes when three­color palettes are able to be printed.
• Two one-color versions of the Brand USA mark exist for situations where the number of available inks is limited. These two logos use tints of color to maintain the energy of the full color marks. Palette 11 has been designed for use on light backgrounds and palette 12 has been designed for use on dark backgrounds.
• In addition, there is a black and a reversed (white) logo. These logos are recommended for use on photographic or colored backgrounds. They may also be used in co-branding situations, when Partner logos appear in a single color.
• Always give the Brand USA logo appropriate space from surrounding graphic elements.
• The recommended clear space is marked by the dashed lines shown to the right. This measurement is equal to one half of the height of the logo. This clear space has been built in to the margins of the individual logo artwork files.
• To ensure optimal reproduction of the individual dots, the USA logo should not be used smaller than the provided minimum sizes. For layouts smaller than these minimum sizes, please use the special use logo for small sizes (see pages 72 through 75).
• Note that the horizontal and vertical lockups have different minimum sizes due to the URL line.
• Minimum height 0.4 inches
• Vertical Lockup Minimum Size Minimum height 0.525 inches
• Horizontal Minimum Size Minimum height 0.4 inches
• This special use logo has been built for maximum legibility at small sizes or when viewed from very far away, such as on a billboard. It contains fewer dots and is more tightly spaced than the primary logo mark but maintains its vibrant feel. These special use situations should be decided on a case-by­case basis.
• The special use mark should only be used in situations where the primary mark would be compromised by scale or viewing distance.
• To ensure optimal reproduction of the individual dots, the USA logo should not be used smaller than the provided minimum sizes.
• Special Use Logo Minimum Size Minimum height 0.225 inches
• Special Use Vertical Lockup Minimum Size Minimum height 0.425 inches
• Special Use Horizontal Lockup Minimum Size Minimum height 0.225 inches
• Logo artwork should never be recreated, reset, or recolored. Please refer to the asset matrix on pages 44 through 48 for all of the approved logo variations.
• Do not recreate the logo.
• Do not recreate the URL typography.
• Do not stretch or condense the logo. The dots within the mark should always be perfect circles.
• Do not change the size relationships within the logo lockup.
• Do not change the spacing of dots within the logo lockup.
• Do not add any effects, such as drop shadows, to the logo.
• Do not recolor the logo. Use only the approved Brand USA assets.
• Do not change the spacing of elements within the logo lockup.
• Do not put the logo into a repeat pattern.
• When applying logo to items, ensure enough negative space to allow for a clear, readable placement.

Digital Guidelines

• Logos should always appear with the DiscoverAmerica.com web address.
• Far Left: Vertical URL Lockup This lockup may be used in layouts that favor a vertical shape. Please consider the size and legibility of the URL when this lockup using in application.
• Left: Horizontal URL Lockup This lockup may be used in layouts that favor a horizontal shape. It may also be used when the URL needs to appear larger in relation to the USA mark. Because of this difference in proportions, this lockup can be used at a smaller scale than the vertical lockup. Please consider the size and legibility of the URL when using this lockup in application.

Additional Properties