Florida – Future is Here

📋 1 Guidelines

🔗 Connections

Sector

Public sector Marketing advertising

Region

Usa

Guideline Year

2017

Language

English

Tags

Business

Official Websites

Brand Guidelines

2017

Categories

Brand Voice
  • Our business brand tone is progressive, independent, fearless and original, and we need to sound like it. When crafting copy for this brand campaign, be sure to use a confident and aspirational tone.
  • Words selected to accompany BOUNDLESS in headlines can be aspirational or tangible, as long as they support the objective of the communication and reflect Florida’s business-friendly spirit and attributes.
Brand Imagery
  • As an overall theme for the photographic style of our brand, we suggest that photography be ownable to Florida, innovative, aspirational and have an interesting or unexpected point of view.
  • All photography used must be of high quality. Images need to be clean, crisp, in focus and contain subject matter relevant to our organization. Artistic composition also needs to be considered to avoid “snapshot” or “stock” style imagery.
  • As another way to make the photography ownable, we add a layer-blended translucent color to make the images pop.
Color Palette
  • The business brand color palette includes colors which are found within the foundation ads and should be used when creating marketing collateral.
  • The secondary colors are to be used sparingly in documents where an accent is required. Yellow C is intended primarily for use in ad subheads as shown in the sample ads.
  • Color matching standard Pantone® references are included to ensure accuracy when reproducing the palette.
  • Also included are the references for CMYK, RGB and HEX values for consistency across different media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is used digitally.
  • Color Palette // Primary pantone 7706 C cmyk 100 : 50 : 28 : 0 rgb 0 : 105 : 153 hex #00698F pantone 7651 C cmyk 57 : 94 : 36 : 23 rgb 109 : 42 : 92 hex #6D2A5C pantone 429 C cmyk 38 : 27 : 27 : 0 rgb 163 : 170 : 174 hex #A3AAAE pantone 432 C cmyk 79 : 64 : 52 : 43 rgb 50 : 62 : 72 hex #323E48
  • Color Palette // Accent pantone 130 C cmyk 2 : 38 : 100 : 0 rgb 246 : 168 : 0 hex #F6A800 pantone 186 C cmyk 12 : 100 : 91 : 3 rgb 207 : 16 : 45 hex #CF102D
  • Accent color primarily for ad subheads pantone YELLOW C cmyk 0 : 0 : 100 : 0 rgb 255 : 242 : 0 hex #FFF100
Typography
  • Our campaign typefaces are a custom font, Century Gothic and Univers. These full font families come in a range of weights to suit a multitude of purposes. It was optimized for print, web and mobile interfaces, and has excellent legibility characteristics in its letterforms.
  • We have created a unique and ownable font artwork in Adobe Illustrator for our headlines. Headlines should be built in Illustrator and placed into InDesign as artwork. It is important to always build headlines using this signature font artwork. (Download here)
  • Text for correspondence and publications should preferably be set in upper- and lowercase, and flush left with ragged right. All caps should never be used for body text, but is acceptable for headings.
  • Subhead Fonts – Century Gothic BOLD
  • Body Copy Fonts – Univers Condensed Family
  • Check that our corporate typefaces have been used appropriately where applicable.
Logo Usage
  • Our logo was developed to be modern and future-proof, updating our public persona and realizing the design with new techniques. It is a distinctive mark and brand that seeks to present Florida as a forward-thinking business location.
  • The white or black versions of the logo should always be used in ads.
  • There is one preferred full-color option for stacked and landscape variations shown here. These logos should only be used for special circumstances like promotional items.
  • When writing the tagline in copy, it should be treated like this: Florida - The Future is Here. Only use a period if it is at the end of a sentence.
  • This is the landscape version of the logo and is the preferred version for all printed collateral, including all printed publications, advertising, billboards, posters, flyers and product packaging.
  • This is the stacked version of the logo and is the preferred version when space is not at a premium in a layout, such as website graphics and banners.
  • With all logos, a clear space around the mark is needed on all sides to ensure that the logo’s integrity is protected.
  • On all sides, the exclusion zone should be measured from the farthest edge of the logo. At a minimum the size of the O in FLORIDA is used to measure the clearance distance from the logo to the nearest element.
  • No element may encroach on this space.
  • Landscape logos must not be reproduced at a size smaller than 3.5mm in height.
  • Stacked logos must not be reproduced at a size smaller than 7mm in height.
  • Always leave the logo some space to breathe. Try to use white or neutral backgrounds.
  • If it’s unavoidable to sit the logo on a color or a photo, use the negative logo.
  • Do not rotate the logo.
  • Do not use the negative logo on backgrounds that are too light or cluttered.
  • Do not add embellishments like drop shadows, embossings, etc., to the logo.
  • The logo exists in both a stacked and a landscape version. While the landscape option is the preferred logo, use of either the stacked or landscape logos should be determined according to their suitability for the layout.
  • There is one full-color option of our logo for each of the stacked and landscape logos. There are also options available for both black and white backgrounds.
  • The black or white versions of the logo are preferred for most applications, including ads. Use the color logo only where it appears without accompanying images or on promotional items where use of color is practical.
  • Logo Colors. The full color pantone 7706 C logo uses two PMS colors: cmyk 100 : 50 : 28 : 0 rgb 0: 105: 153 hex #00698F pantone 313 C cmyk 100: 0: 11 : 2 rgb 0: 146: 188 hex #0092BC
  • Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.
  • The logo should not appear on dark images without being reversed out.
  • Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower our company logo.
Tone And Messaging
  • Our business brand tone is progressive, independent, fearless and original, and we need to sound like it. When crafting copy for this brand campaign, be sure to use a confident and aspirational tone.
  • Words selected to accompany BOUNDLESS in headlines can be aspirational or tangible, as long as they support the objective of the communication and reflect Florida’s business-friendly spirit and attributes.
Brand Values
  • A business brand identity represents the values, services, ideas and personality of Florida’s business brand. It is designed to increase recognition and build perceptions of the state in the business marketplace.
  • This brand needs to be graphically represented and usually includes elements such as logos and supporting graphics, color palette, typography and photography choices and can, within its guidelines, use examples to visualize how a brand should be depicted across various different visual media.
  • The identity system in this document has been created to fulfill this purpose, and the guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity of our state.
  • Our business brand tone is progressive, independent, fearless and original, and we need to sound like it. When crafting copy for this brand campaign, be sure to use a confident and aspirational tone.
  • Words selected to accompany BOUNDLESS in headlines can be aspirational or tangible, as long as they support the objective of the communication and reflect Florida’s business-friendly spirit and attributes.
  • BOUNDLESS + Innovation Potential Freedom Markets Possibilities Vision Optimism Opportunities Passion Space Creativity Inspiration
Visual Style
  • Our logo was developed to be modern and future-proof, updating our public persona and realizing the design with new techniques. It is a distinctive mark and brand that seeks to present Florida as a forward-thinking business location.
  • The white or black versions of the logo should always be used in ads.
  • There is one preferred full-color option for stacked and landscape variations shown here. These logos should only be used for special circumstances like promotional items.
  • When writing the tagline in copy, it should be treated like this: Florida - The Future is Here. Only use a period if it is at the end of a sentence.
  • This is the landscape version of the logo and is the preferred version for all printed collateral, including all printed publications, advertising, billboards, posters, flyers and product packaging.
  • This is the stacked version of the logo and is the preferred version when space is not at a premium in a layout, such as website graphics and banners.
  • With all logos, a clear space around the mark is needed on all sides to ensure that the logo’s integrity is protected.
  • On all sides, the exclusion zone should be measured from the farthest edge of the logo. At a minimum the size of the O in FLORIDA is used to measure the clearance distance from the logo to the nearest element.
  • No element may encroach on this space.
  • Landscape logos must not be reproduced at a size smaller than 3.5mm in height.
  • Stacked logos must not be reproduced at a size smaller than 7mm in height.
  • Always leave the logo some space to breathe. Try to use white or neutral backgrounds.
  • If it’s unavoidable to sit the logo on a color or a photo, use the negative logo.
  • Do not rotate the logo.
  • Do not use the negative logo on backgrounds that are too light or cluttered.
  • Do not add embellishments like drop shadows, embossings, etc., to the logo.
Layout And Composition
  • With all logos, a clear space around the mark is needed on all sides to ensure that the logo’s integrity is protected.
  • On all sides, the exclusion zone should be measured from the farthest edge of the logo. At a minimum the size of the O in FLORIDA is used to measure the clearance distance from the logo to the nearest element.
  • No element may encroach on this space.
  • Landscape logos must not be reproduced at a size smaller than 3.5mm in height.
  • Stacked logos must not be reproduced at a size smaller than 7mm in height.
  • Always leave the logo some space to breathe. Try to use white or neutral backgrounds.
  • If it’s unavoidable to sit the logo on a color or a photo, use the negative logo.
  • Do not rotate the logo.
  • Do not use the negative logo on backgrounds that are too light or cluttered.
  • Do not add embellishments like drop shadows, embossings, etc., to the logo.
Photography Style
  • As an overall theme for the photographic style of our brand, we suggest that photography be ownable to Florida, innovative, aspirational and have an interesting or unexpected point of view.
  • All photography used must be of high quality. Images need to be clean, crisp, in focus and contain subject matter relevant to our organization. Artistic composition also needs to be considered to avoid “snapshot” or “stock” style imagery.
  • As another way to make the photography ownable, we add a layer-blended translucent color to make the images pop.
Packaging Design
  • This is the landscape version of the logo and is the preferred version for all printed collateral, including all printed publications, advertising, billboards, posters, flyers and product packaging.
  • Landscape logos must not be reproduced at a size smaller than 3.5mm in height.
  • Stacked logos must not be reproduced at a size smaller than 7mm in height.
Digital Guidelines
  • If it’s unavoidable to sit the logo on a color or a photo, use the negative logo.
  • Do not use the negative logo on backgrounds that are too light or cluttered.
  • Do not add embellishments like drop shadows, embossings, etc., to the logo.
  • Landscape logos must not be reproduced at a size smaller than 3.5mm in height.
  • Stacked logos must not be reproduced at a size smaller than 7mm in height.
  • On all sides, the exclusion zone should be measured from the farthest edge of the logo. At a minimum the size of the O in FLORIDA is used to measure the clearance distance from the logo to the nearest element.
  • No element may encroach on this space.
  • Always leave the logo some space to breathe. Try to use white or neutral backgrounds.
  • Do not rotate the logo.
Brand Partnerships
  • BEST TO HAVE A CHECKLIST. THEN YOU KNOW THAT YOU HAVE DONE EVERYTHING RIGHT. The Checklist… 05 Design Be sure to provide these guidelines to third parties or collaborating partners.
🐛 Report