Ohio

📋 3 Guidelines

🔗 Connections

Sector

Tourism Public sector

Region

Usa

Guideline Year

2023 2006 2019

Language

English

Tags

Tourism Regional

Official Websites

Brand Guidelines

2023

Brand Summary

Mission
  • Ohio offers balance without compromise, providing an enriching future in both business and life that is equally and readily attainable. The state aims to support business success within the broader context of life fulfillment, offering opportunities for achievement at home, work, and in the community [^1].
Core Values
  • balance
  • business innovation
  • life fulfillment
  • community
  • inclusivity
  • diversity
  • collaboration
Target Audience
  • Businesses seeking growth and innovation, individuals and families looking for low-cost, low-stress environments, and those interested in cultural, recreational, and educational opportunities across diverse regions anchored by major cities [^2].
Personality Traits
  • straightforward
  • honest
  • approachable
  • friendly
  • inclusive
  • forward-thinking
Visual Identity Overview
  • The Ohio brand visual identity centers on a distinctive logotype and brand line, with strict rules for logo usage, clear space, and sizing. The color palette is warm, energetic, and straightforward, dominated by Pantone 186 and 195 reds, complemented by other colors for flexibility. Visual style includes clean layouts, grid systems, and bold, graphically simple elements. Photography is honest, inclusive, and forward-thinking, featuring real people and landscapes. Patterns and information graphics leverage the ‘O’ shape for unique, recognizable visuals [^3].

Categories

Brand Imagery
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • Patterns have been created using the capital “O” as a repeating element. These patterns are friendly and approachable like the identity itself. Color and cropping can be used to convey a multitude of moods and compositions. Patterns are supplied in one color. Color inspiration can be drawn from the examples above. Always use the art files that have been provided. Never redraw, stretch, add elements to or in any other way modify the patterns.
  • Pattern is laser cut on a brochure cover, revealing portions of the image underneath.
  • Pattern is integrated with arrow graphics to make them unique and “ownable” to Ohio.
  • The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.
  • Integrating the “O” pattern into photography can enhance visual interest and communicate the spirit of Ohio.
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • The preferred photographic style for Ohio materials is straightforward, honest and approachable, employing natural lighting and capturing real moments. Featuring everyday people, the photos show subjects engaged in real, everyday activities. The photographic style is friendly, unassuming, inclusive and forward thinking. It should reflect and challenge our preconceptions of what our region is and should represent. Photos should inspire and motivate residents, businesses and visitors.
  • Landscape and environment photography should also be straightforward, honest and approachable. The photos are friendly, inviting, inclusive and forward thinking. Images of our flat plains, surrounding hills, valleys and rivers, as well as our architecture, should be shot with a dramatic look and tone. Drama can be created through cropping and juxtaposition.
  • When juxtaposing imagery, contrast in subject matter is everything. The two images should in some way communicate the surprising diversity of experiences our state has to offer. Vary scale and level of visual activity between the two shots. For instance, if one image is complex, then its complement should be simple in nature. If one image is architectural, then the other should be people focused.
  • Juxtaposition provides a dramatic way to show Ohio’s strong agricultural industry, as well as its cutting-edge biomedical research. Contrasting a visually active photo contained in the “O” with a clean, minimal background photo provides a visually balanced composition.
  • Dramatically juxtaposing a simple agricultural image in the background with a complex image of technology provides a dynamic way to showcase these two Ohio industries.
  • Utilizing photographs with a found “O” can provoke the viewer to consider rich Ohio experiences in a meaningful way. When using imagery that features a found “O,” try to keep the composition and background as simple and uncluttered as possible. The image should in some way communicate the rich and diverse experiences our state has to offer. Avoid cliched or meaningless photos that do not offer provocative and meaningful insights into Ohio.
  • The color of the Ohio mark may change when integrated with an object in the photo. Only in the found “O” photographic style, where the mark is treated as image, can the color change.
  • Integration of the Ohio mark into the found “O” photograph is a provocative way to show Ohio’s dedication to education.
  • Only in this photographic style can the color of the Ohio mark change to be integrated with an object that serves as the “O.”
  • Photography should never be artificial, unnatural, decorative, stereotypical, dated or staged. It should also avoid cliched, tired and predictable metaphors.
  • Do not use cliched sports metaphors to represent technical or business concepts such as agility, endurance, winning or success.
  • Avoid artificial or unnatural backgrounds and lighting. Avoid overposing subjects.
  • Avoid artificially directional studio lighting and cluttered, distracting backgrounds.
  • Do not silhouette subjects into artificial environments or settings.
  • Do not duotone photos.
  • Avoid stereotypical, staged settings.
Color Palette
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • Pantone 186: C: 000 M: 100 Y: 081 K: 004 R: 242 G: 000 B: 023 WEB: EF1217
  • Pantone 195: C: 000 M: 100 Y: 060 K: 055 R: 112 G: 000 B: 023 WEB: 700017
  • Pantone Cool Gray 7: C: 00 M: 00 Y: 00 K: 37 R: 161 G: 161 B: 161 WEB: A1A1A1
  • Pantone Cool Gray 11: C: 00 M: 02 Y: 00 K: 68 R: 82 G: 80 B: 81 WEB: 525051
  • Pantone 284: C: 055 M: 019 Y: 000 K: 000 R: 115 G: 165 B: 204 WEB: 73A5CC
  • Pantone 7408: C: 000 M: 025 Y: 095 K: 000 R: 255 G: 191 B: 015 WEB: FFBE0E
  • Pantone 382: C: 029 M: 000 Y: 100 K: 000 R: 181 G: 220 B: 016 WEB: B5DC10
  • Pantone Process Black: C: 00 M: 00 Y: 00 K: 100 R: 000 G: 000 B: 000 WEB: 000000
  • White: C: 00 M: 00 Y: 00 K: 00 R: 255 G: 255 B: 255 WEB: FFFFFF
  • Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • The hue of the red “O” should be adjusted in every application to maintain the original red (Pantone 186) equity.
  • To preserve the integrity of the Ohio mark, never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections. The examples above demonstrate misuses of the Ohio mark.
  • Do not change the approved colors of the signature.
Typography
  • Typography is a strong extension of our brand’s personality. Two typefaces are used for Ohio: Serifa (bold and Roman) and Univers (bold and Roman). Serifa is used primarily for display and headline copy, while Univers is used primarily as body copy. Only these typefaces may be used for Ohio materials. Serifa and Univers can be purchased from Fontshop at www.fontshop.com.
Logo Usage
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • The logotype is a carefully typeset version of the name “Ohio.” The logotype should never be altered.
  • The brand line “Build Your Business. Love Your Life.” has been carefully typeset and should not be altered.
  • There are two versions of the Ohio mark: the standard mark, the Ohio logotype combined with the brandline, and the alternate mark, the Ohio logotype without the brandline. The standard mark is preferred and should be used whenever possible. The alternate mark has two primary uses: when the mark must be used at a small size, rendering the brand line otherwise illegible, and when the mark is blown up as a “super graphic” and integrated into the design. Examples of the “super graphic” can be seen in report covers, ads and other samples provided in these guidelines.
  • A. Minimum Size of the Core Mark The minimum size for the standard core mark with brand line (B1) is 34mm. The minimum size of the alternate (B2) is 13mm. The minimum size is determined by the width of the logotype.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • To preserve the integrity of the Ohio mark, never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections. The examples above demonstrate misuses of the Ohio mark.
  • A. Do not change the approved colors of the signature.
  • B. Do not artificially stretch or condense the mark.
  • C. Do not place the reversed-out mark on faces or other potentially awkward areas in photos.
  • D. Do not rotate the mark vertically.
  • E. Do not alter the cap height or length of the tagline.
  • F. Do not alter or retype the wordmark or tagline.
Tone And Messaging
  • The preferred photographic style for Ohio materials is straightforward, honest and approachable, employing natural lighting and capturing real moments. Featuring everyday people, the photos show subjects engaged in real, everyday activities. The photographic style is friendly, unassuming, inclusive and forward thinking. It should reflect and challenge our preconceptions of what our region is and should represent. Photos should inspire and motivate residents, businesses and visitors.
  • Landscape and environment photography should also be straightforward, honest and approachable. The photos are friendly, inviting, inclusive and forward thinking. Images of our flat plains, surrounding hills, valleys and rivers, as well as our architecture, should be shot with a dramatic look and tone. Drama can be created through cropping and juxtaposition.
  • When juxtaposing imagery, contrast in subject matter is everything. The two images should in some way communicate the surprising diversity of experiences our state has to offer. Vary scale and level of visual activity between the two shots. For instance, if one image is complex, then its complement should be simple in nature. If one image is architectural, then the other should be people focused.
  • Utilizing photographs with a found “O” can provoke the viewer to consider rich Ohio experiences in a meaningful way. When using imagery that features a found “O,” try to keep the composition and background as simple and uncluttered as possible. The image should in some way communicate the rich and diverse experiences our state has to offer. Avoid cliched or meaningless photos that do not offer provocative and meaningful insights into Ohio.
  • Information design for Ohio materials should reflect the straightforward, honest and approachable tone of the identity. Eliminating unnecessary details will add clarity and power to mundane facts and figures. By keeping information unaffected and graphically bold through color use, scale and whitespace, visual interest is added to our information graphics. The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.
  • Photography should never be artificial, unnatural, decorative, stereotypical, dated or staged. It should also avoid cliched, tired and predictable metaphors.
  • Do not use cliched sports metaphors to represent technical or business concepts such as agility, endurance, winning or success.
  • Avoid artificial or unnatural backgrounds and lighting. Avoid overposing subjects.
  • Avoid artificially directional studio lighting and cluttered, distracting backgrounds.
  • Do not silhouette subjects into artificial environments or settings.
  • Do not duotone photos.
  • Avoid stereotypical, staged settings.
Visual Style
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • The logotype is a carefully typeset version of the name “Ohio.” The logotype should never be altered.
  • The brand line “Build Your Business. Love Your Life.” has been carefully typeset and should not be altered.
  • There are two versions of the Ohio mark: the standard mark, the Ohio logotype combined with the brandline, and the alternate mark, the Ohio logotype without the brandline. The standard mark is preferred and should be used whenever possible. The alternate mark has two primary uses: when the mark must be used at a small size, rendering the brand line otherwise illegible, and when the mark is blown up as a “super graphic” and integrated into the design.
  • The minimum size for the standard core mark with brand line (B1) is 34mm. The minimum size of the alternate (B2) is 13mm. The minimum size is determined by the width of the logotype.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • Patterns have been created using the capital “O” as a repeating element. These patterns are friendly and approachable like the identity itself. Color and cropping can be used to convey a multitude of moods and compositions. Patterns are supplied in one color. Color inspiration can be drawn from the examples above. Always use the art files that have been provided. Never redraw, stretch, add elements to or in any other way modify the patterns.
  • Illustrations should never look like clip art or be used as icons. They should not be created in Microsoft® software and pulled into communication materials. If illustration is needed for a specific project, it should be commissioned and produced by a legitimate, professional illustrator.
  • Never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections.
  • Do not change the approved colors of the signature.
  • Do not artificially stretch or condense the mark.
  • Do not place the reversed-out mark on faces or other potentially awkward areas in photos.
  • Do not rotate the mark vertically.
  • Do not alter the cap height or length of the tagline.
  • Do not alter or retype the wordmark or tagline.
Iconography
  • Illustrations should never look like clip art or be used as icons. They should not be created in Microsoft® software and pulled into communication materials. If illustration is needed for a specific project, it should be commissioned and produced by a legitimate, professional illustrator.
  • The examples of illustrations above are unacceptable and should be avoided in all materials.
Layout And Composition
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • Ohio materials are based on a simple grid that gives structure to content and ensures consistency. Templates will be available for standard-sized documents. When you have a communication need not covered by the templates, refer to this section of the guidelines to create a grid for your design.
  • The portal should always be placed at an approximate size and position that is shown on the grid to the left. The size of the “O” can be increased or decreased to appropriately fit the composition. The thickness of the “O” should visually equal the weight of the “O” in the primary mark. The red “O” that frames the photo should always be red (Pantone 186), multiplied over the image to create a sense of connection and interaction between the two images.
  • The hue of the red “O” should be adjusted in every application to maintain the original red (Pantone 186) equity.
Brand Architecture
  • Primary Brand
  • Shared Branding
  • Endorsed Partner Branding
  • Ohio is not an exclusive entity. It is an inclusive ally that will build cooperation, collaboration and integration into regional incentives between many diverse partners. Connecting other brands with Ohio is essential to our goal of a united region. There are a few different ways to connect another branded entity to the Ohio identity.
  • A. Primary Brand Applications: • Regional Launch event/mktg • TV spots • USA Today ad
  • B. Endorsed: “Cousin” to Primary Brand Applications: • Partner-specific marketing: print materials, environments Example: Ohio-Israel Chamber
  • C. Shared: 50/50 visual weight Applications: • Partner-specific marketing: print materials, environments Example: State of Ohio Seal
Information Design
  • Information design for Ohio materials should reflect the straightforward, honest and approachable tone of the identity. Eliminating unnecessary details will add clarity and power to mundane facts and figures. By keeping information unaffected and graphically bold through color use, scale and whitespace, visual interest is added to our information graphics. The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.

2006

Brand Summary

Mission
  • Ohio offers balance without compromise, providing an enriching future in both business and life that is equally and readily attainable. The state aims to support business success within the broader context of life fulfillment, offering opportunities for achievement at home, work, and in the community [^1].
Core Values
  • balance
  • business innovation
  • life fulfillment
  • community
  • inclusivity
  • diversity
  • collaboration
Target Audience
  • Businesses seeking growth and innovation, individuals and families looking for low-cost, low-stress environments, and those interested in cultural, recreational, and educational opportunities across diverse regions anchored by major cities [^2].
Personality Traits
  • straightforward
  • honest
  • approachable
  • friendly
  • inclusive
  • forward-thinking
Visual Identity Overview
  • The Ohio brand visual identity centers on a distinctive logotype and brand line, with strict rules for logo usage, clear space, and sizing. The color palette is warm, energetic, and straightforward, dominated by Pantone 186 and 195 reds, complemented by other colors for flexibility. Visual style includes clean layouts, grid systems, and bold, graphically simple elements. Photography is honest, inclusive, and forward-thinking, featuring real people and landscapes. Patterns and information graphics leverage the ‘O’ shape for unique, recognizable visuals [^3].

Categories

Brand Imagery
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • Patterns have been created using the capital “O” as a repeating element. These patterns are friendly and approachable like the identity itself. Color and cropping can be used to convey a multitude of moods and compositions. Patterns are supplied in one color. Color inspiration can be drawn from the examples above. Always use the art files that have been provided. Never redraw, stretch, add elements to or in any other way modify the patterns.
  • Pattern is laser cut on a brochure cover, revealing portions of the image underneath.
  • Pattern is integrated with arrow graphics to make them unique and “ownable” to Ohio.
  • The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.
  • Integrating the “O” pattern into photography can enhance visual interest and communicate the spirit of Ohio.
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • The preferred photographic style for Ohio materials is straightforward, honest and approachable, employing natural lighting and capturing real moments. Featuring everyday people, the photos show subjects engaged in real, everyday activities. The photographic style is friendly, unassuming, inclusive and forward thinking. It should reflect and challenge our preconceptions of what our region is and should represent. Photos should inspire and motivate residents, businesses and visitors.
  • Landscape and environment photography should also be straightforward, honest and approachable. The photos are friendly, inviting, inclusive and forward thinking. Images of our flat plains, surrounding hills, valleys and rivers, as well as our architecture, should be shot with a dramatic look and tone. Drama can be created through cropping and juxtaposition.
  • When juxtaposing imagery, contrast in subject matter is everything. The two images should in some way communicate the surprising diversity of experiences our state has to offer. Vary scale and level of visual activity between the two shots. For instance, if one image is complex, then its complement should be simple in nature. If one image is architectural, then the other should be people focused.
  • Juxtaposition provides a dramatic way to show Ohio’s strong agricultural industry, as well as its cutting-edge biomedical research. Contrasting a visually active photo contained in the “O” with a clean, minimal background photo provides a visually balanced composition.
  • Dramatically juxtaposing a simple agricultural image in the background with a complex image of technology provides a dynamic way to showcase these two Ohio industries.
  • Utilizing photographs with a found “O” can provoke the viewer to consider rich Ohio experiences in a meaningful way. When using imagery that features a found “O,” try to keep the composition and background as simple and uncluttered as possible. The image should in some way communicate the rich and diverse experiences our state has to offer. Avoid cliched or meaningless photos that do not offer provocative and meaningful insights into Ohio.
  • The color of the Ohio mark may change when integrated with an object in the photo. Only in the found “O” photographic style, where the mark is treated as image, can the color change.
  • Integration of the Ohio mark into the found “O” photograph is a provocative way to show Ohio’s dedication to education.
  • Only in this photographic style can the color of the Ohio mark change to be integrated with an object that serves as the “O.”
  • Photography should never be artificial, unnatural, decorative, stereotypical, dated or staged. It should also avoid cliched, tired and predictable metaphors.
  • Do not use cliched sports metaphors to represent technical or business concepts such as agility, endurance, winning or success.
  • Avoid artificial or unnatural backgrounds and lighting. Avoid overposing subjects.
  • Avoid artificially directional studio lighting and cluttered, distracting backgrounds.
  • Do not silhouette subjects into artificial environments or settings.
  • Do not duotone photos.
  • Avoid stereotypical, staged settings.
Color Palette
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • Pantone 186: C: 000 M: 100 Y: 081 K: 004 R: 242 G: 000 B: 023 WEB: EF1217
  • Pantone 195: C: 000 M: 100 Y: 060 K: 055 R: 112 G: 000 B: 023 WEB: 700017
  • Pantone Cool Gray 7: C: 00 M: 00 Y: 00 K: 37 R: 161 G: 161 B: 161 WEB: A1A1A1
  • Pantone Cool Gray 11: C: 00 M: 02 Y: 00 K: 68 R: 82 G: 80 B: 81 WEB: 525051
  • Pantone 284: C: 055 M: 019 Y: 000 K: 000 R: 115 G: 165 B: 204 WEB: 73A5CC
  • Pantone 7408: C: 000 M: 025 Y: 095 K: 000 R: 255 G: 191 B: 015 WEB: FFBE0E
  • Pantone 382: C: 029 M: 000 Y: 100 K: 000 R: 181 G: 220 B: 016 WEB: B5DC10
  • Pantone Process Black: C: 00 M: 00 Y: 00 K: 100 R: 000 G: 000 B: 000 WEB: 000000
  • White: C: 00 M: 00 Y: 00 K: 00 R: 255 G: 255 B: 255 WEB: FFFFFF
  • Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • The hue of the red “O” should be adjusted in every application to maintain the original red (Pantone 186) equity.
  • To preserve the integrity of the Ohio mark, never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections. The examples above demonstrate misuses of the Ohio mark.
  • Do not change the approved colors of the signature.
Typography
  • Typography is a strong extension of our brand’s personality. Two typefaces are used for Ohio: Serifa (bold and Roman) and Univers (bold and Roman). Serifa is used primarily for display and headline copy, while Univers is used primarily as body copy. Only these typefaces may be used for Ohio materials. Serifa and Univers can be purchased from Fontshop at www.fontshop.com.
Logo Usage
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • The logotype is a carefully typeset version of the name “Ohio.” The logotype should never be altered.
  • The brand line “Build Your Business. Love Your Life.” has been carefully typeset and should not be altered.
  • There are two versions of the Ohio mark: the standard mark, the Ohio logotype combined with the brandline, and the alternate mark, the Ohio logotype without the brandline. The standard mark is preferred and should be used whenever possible. The alternate mark has two primary uses: when the mark must be used at a small size, rendering the brand line otherwise illegible, and when the mark is blown up as a “super graphic” and integrated into the design. Examples of the “super graphic” can be seen in report covers, ads and other samples provided in these guidelines.
  • A. Minimum Size of the Core Mark The minimum size for the standard core mark with brand line (B1) is 34mm. The minimum size of the alternate (B2) is 13mm. The minimum size is determined by the width of the logotype.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • To preserve the integrity of the Ohio mark, never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections. The examples above demonstrate misuses of the Ohio mark.
  • A. Do not change the approved colors of the signature.
  • B. Do not artificially stretch or condense the mark.
  • C. Do not place the reversed-out mark on faces or other potentially awkward areas in photos.
  • D. Do not rotate the mark vertically.
  • E. Do not alter the cap height or length of the tagline.
  • F. Do not alter or retype the wordmark or tagline.
Tone And Messaging
  • The preferred photographic style for Ohio materials is straightforward, honest and approachable, employing natural lighting and capturing real moments. Featuring everyday people, the photos show subjects engaged in real, everyday activities. The photographic style is friendly, unassuming, inclusive and forward thinking. It should reflect and challenge our preconceptions of what our region is and should represent. Photos should inspire and motivate residents, businesses and visitors.
  • Landscape and environment photography should also be straightforward, honest and approachable. The photos are friendly, inviting, inclusive and forward thinking. Images of our flat plains, surrounding hills, valleys and rivers, as well as our architecture, should be shot with a dramatic look and tone. Drama can be created through cropping and juxtaposition.
  • When juxtaposing imagery, contrast in subject matter is everything. The two images should in some way communicate the surprising diversity of experiences our state has to offer. Vary scale and level of visual activity between the two shots. For instance, if one image is complex, then its complement should be simple in nature. If one image is architectural, then the other should be people focused.
  • Utilizing photographs with a found “O” can provoke the viewer to consider rich Ohio experiences in a meaningful way. When using imagery that features a found “O,” try to keep the composition and background as simple and uncluttered as possible. The image should in some way communicate the rich and diverse experiences our state has to offer. Avoid cliched or meaningless photos that do not offer provocative and meaningful insights into Ohio.
  • Information design for Ohio materials should reflect the straightforward, honest and approachable tone of the identity. Eliminating unnecessary details will add clarity and power to mundane facts and figures. By keeping information unaffected and graphically bold through color use, scale and whitespace, visual interest is added to our information graphics. The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.
  • Photography should never be artificial, unnatural, decorative, stereotypical, dated or staged. It should also avoid cliched, tired and predictable metaphors.
  • Do not use cliched sports metaphors to represent technical or business concepts such as agility, endurance, winning or success.
  • Avoid artificial or unnatural backgrounds and lighting. Avoid overposing subjects.
  • Avoid artificially directional studio lighting and cluttered, distracting backgrounds.
  • Do not silhouette subjects into artificial environments or settings.
  • Do not duotone photos.
  • Avoid stereotypical, staged settings.
Visual Style
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • The logotype is a carefully typeset version of the name “Ohio.” The logotype should never be altered.
  • The brand line “Build Your Business. Love Your Life.” has been carefully typeset and should not be altered.
  • There are two versions of the Ohio mark: the standard mark, the Ohio logotype combined with the brandline, and the alternate mark, the Ohio logotype without the brandline. The standard mark is preferred and should be used whenever possible. The alternate mark has two primary uses: when the mark must be used at a small size, rendering the brand line otherwise illegible, and when the mark is blown up as a “super graphic” and integrated into the design.
  • The minimum size for the standard core mark with brand line (B1) is 34mm. The minimum size of the alternate (B2) is 13mm. The minimum size is determined by the width of the logotype.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • Patterns have been created using the capital “O” as a repeating element. These patterns are friendly and approachable like the identity itself. Color and cropping can be used to convey a multitude of moods and compositions. Patterns are supplied in one color. Color inspiration can be drawn from the examples above. Always use the art files that have been provided. Never redraw, stretch, add elements to or in any other way modify the patterns.
  • Illustrations should never look like clip art or be used as icons. They should not be created in Microsoft® software and pulled into communication materials. If illustration is needed for a specific project, it should be commissioned and produced by a legitimate, professional illustrator.
  • Never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections.
  • Do not change the approved colors of the signature.
  • Do not artificially stretch or condense the mark.
  • Do not place the reversed-out mark on faces or other potentially awkward areas in photos.
  • Do not rotate the mark vertically.
  • Do not alter the cap height or length of the tagline.
  • Do not alter or retype the wordmark or tagline.
Iconography
  • Illustrations should never look like clip art or be used as icons. They should not be created in Microsoft® software and pulled into communication materials. If illustration is needed for a specific project, it should be commissioned and produced by a legitimate, professional illustrator.
  • The examples of illustrations above are unacceptable and should be avoided in all materials.
Layout And Composition
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • Ohio materials are based on a simple grid that gives structure to content and ensures consistency. Templates will be available for standard-sized documents. When you have a communication need not covered by the templates, refer to this section of the guidelines to create a grid for your design.
  • The portal should always be placed at an approximate size and position that is shown on the grid to the left. The size of the “O” can be increased or decreased to appropriately fit the composition. The thickness of the “O” should visually equal the weight of the “O” in the primary mark. The red “O” that frames the photo should always be red (Pantone 186), multiplied over the image to create a sense of connection and interaction between the two images.
  • The hue of the red “O” should be adjusted in every application to maintain the original red (Pantone 186) equity.
Brand Architecture
  • Primary Brand
  • Shared Branding
  • Endorsed Partner Branding
  • Ohio is not an exclusive entity. It is an inclusive ally that will build cooperation, collaboration and integration into regional incentives between many diverse partners. Connecting other brands with Ohio is essential to our goal of a united region. There are a few different ways to connect another branded entity to the Ohio identity.
  • A. Primary Brand Applications: • Regional Launch event/mktg • TV spots • USA Today ad
  • B. Endorsed: “Cousin” to Primary Brand Applications: • Partner-specific marketing: print materials, environments Example: Ohio-Israel Chamber
  • C. Shared: 50/50 visual weight Applications: • Partner-specific marketing: print materials, environments Example: State of Ohio Seal
Information Design
  • Information design for Ohio materials should reflect the straightforward, honest and approachable tone of the identity. Eliminating unnecessary details will add clarity and power to mundane facts and figures. By keeping information unaffected and graphically bold through color use, scale and whitespace, visual interest is added to our information graphics. The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.

2019

Brand Summary

Mission
  • Ohio offers balance without compromise, providing an enriching future in both business and life that is equally and readily attainable. The state aims to support business success within the broader context of life fulfillment, offering opportunities for achievement at home, work, and in the community [^1].
Core Values
  • balance
  • business innovation
  • life fulfillment
  • community
  • inclusivity
  • diversity
  • collaboration
Target Audience
  • Businesses seeking growth and innovation, individuals and families looking for low-cost, low-stress environments, and those interested in cultural, recreational, and educational opportunities across diverse regions anchored by major cities [^2].
Personality Traits
  • straightforward
  • honest
  • approachable
  • friendly
  • inclusive
  • forward-thinking
Visual Identity Overview
  • The Ohio brand visual identity centers on a distinctive logotype and brand line, with strict rules for logo usage, clear space, and sizing. The color palette is warm, energetic, and straightforward, dominated by Pantone 186 and 195 reds, complemented by other colors for flexibility. Visual style includes clean layouts, grid systems, and bold, graphically simple elements. Photography is honest, inclusive, and forward-thinking, featuring real people and landscapes. Patterns and information graphics leverage the ‘O’ shape for unique, recognizable visuals [^3].

Categories

Brand Imagery
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • Patterns have been created using the capital “O” as a repeating element. These patterns are friendly and approachable like the identity itself. Color and cropping can be used to convey a multitude of moods and compositions. Patterns are supplied in one color. Color inspiration can be drawn from the examples above. Always use the art files that have been provided. Never redraw, stretch, add elements to or in any other way modify the patterns.
  • Pattern is laser cut on a brochure cover, revealing portions of the image underneath.
  • Pattern is integrated with arrow graphics to make them unique and “ownable” to Ohio.
  • The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.
  • Integrating the “O” pattern into photography can enhance visual interest and communicate the spirit of Ohio.
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • The preferred photographic style for Ohio materials is straightforward, honest and approachable, employing natural lighting and capturing real moments. Featuring everyday people, the photos show subjects engaged in real, everyday activities. The photographic style is friendly, unassuming, inclusive and forward thinking. It should reflect and challenge our preconceptions of what our region is and should represent. Photos should inspire and motivate residents, businesses and visitors.
  • Landscape and environment photography should also be straightforward, honest and approachable. The photos are friendly, inviting, inclusive and forward thinking. Images of our flat plains, surrounding hills, valleys and rivers, as well as our architecture, should be shot with a dramatic look and tone. Drama can be created through cropping and juxtaposition.
  • When juxtaposing imagery, contrast in subject matter is everything. The two images should in some way communicate the surprising diversity of experiences our state has to offer. Vary scale and level of visual activity between the two shots. For instance, if one image is complex, then its complement should be simple in nature. If one image is architectural, then the other should be people focused.
  • Juxtaposition provides a dramatic way to show Ohio’s strong agricultural industry, as well as its cutting-edge biomedical research. Contrasting a visually active photo contained in the “O” with a clean, minimal background photo provides a visually balanced composition.
  • Dramatically juxtaposing a simple agricultural image in the background with a complex image of technology provides a dynamic way to showcase these two Ohio industries.
  • Utilizing photographs with a found “O” can provoke the viewer to consider rich Ohio experiences in a meaningful way. When using imagery that features a found “O,” try to keep the composition and background as simple and uncluttered as possible. The image should in some way communicate the rich and diverse experiences our state has to offer. Avoid cliched or meaningless photos that do not offer provocative and meaningful insights into Ohio.
  • The color of the Ohio mark may change when integrated with an object in the photo. Only in the found “O” photographic style, where the mark is treated as image, can the color change.
  • Integration of the Ohio mark into the found “O” photograph is a provocative way to show Ohio’s dedication to education.
  • Only in this photographic style can the color of the Ohio mark change to be integrated with an object that serves as the “O.”
  • Photography should never be artificial, unnatural, decorative, stereotypical, dated or staged. It should also avoid cliched, tired and predictable metaphors.
  • Do not use cliched sports metaphors to represent technical or business concepts such as agility, endurance, winning or success.
  • Avoid artificial or unnatural backgrounds and lighting. Avoid overposing subjects.
  • Avoid artificially directional studio lighting and cluttered, distracting backgrounds.
  • Do not silhouette subjects into artificial environments or settings.
  • Do not duotone photos.
  • Avoid stereotypical, staged settings.
Color Palette
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • Pantone 186: C: 000 M: 100 Y: 081 K: 004 R: 242 G: 000 B: 023 WEB: EF1217
  • Pantone 195: C: 000 M: 100 Y: 060 K: 055 R: 112 G: 000 B: 023 WEB: 700017
  • Pantone Cool Gray 7: C: 00 M: 00 Y: 00 K: 37 R: 161 G: 161 B: 161 WEB: A1A1A1
  • Pantone Cool Gray 11: C: 00 M: 02 Y: 00 K: 68 R: 82 G: 80 B: 81 WEB: 525051
  • Pantone 284: C: 055 M: 019 Y: 000 K: 000 R: 115 G: 165 B: 204 WEB: 73A5CC
  • Pantone 7408: C: 000 M: 025 Y: 095 K: 000 R: 255 G: 191 B: 015 WEB: FFBE0E
  • Pantone 382: C: 029 M: 000 Y: 100 K: 000 R: 181 G: 220 B: 016 WEB: B5DC10
  • Pantone Process Black: C: 00 M: 00 Y: 00 K: 100 R: 000 G: 000 B: 000 WEB: 000000
  • White: C: 00 M: 00 Y: 00 K: 00 R: 255 G: 255 B: 255 WEB: FFFFFF
  • Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • The hue of the red “O” should be adjusted in every application to maintain the original red (Pantone 186) equity.
  • To preserve the integrity of the Ohio mark, never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections. The examples above demonstrate misuses of the Ohio mark.
  • Do not change the approved colors of the signature.
Typography
  • Typography is a strong extension of our brand’s personality. Two typefaces are used for Ohio: Serifa (bold and Roman) and Univers (bold and Roman). Serifa is used primarily for display and headline copy, while Univers is used primarily as body copy. Only these typefaces may be used for Ohio materials. Serifa and Univers can be purchased from Fontshop at www.fontshop.com.
Logo Usage
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • The logotype is a carefully typeset version of the name “Ohio.” The logotype should never be altered.
  • The brand line “Build Your Business. Love Your Life.” has been carefully typeset and should not be altered.
  • There are two versions of the Ohio mark: the standard mark, the Ohio logotype combined with the brandline, and the alternate mark, the Ohio logotype without the brandline. The standard mark is preferred and should be used whenever possible. The alternate mark has two primary uses: when the mark must be used at a small size, rendering the brand line otherwise illegible, and when the mark is blown up as a “super graphic” and integrated into the design. Examples of the “super graphic” can be seen in report covers, ads and other samples provided in these guidelines.
  • A. Minimum Size of the Core Mark The minimum size for the standard core mark with brand line (B1) is 34mm. The minimum size of the alternate (B2) is 13mm. The minimum size is determined by the width of the logotype.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • To preserve the integrity of the Ohio mark, never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections. The examples above demonstrate misuses of the Ohio mark.
  • A. Do not change the approved colors of the signature.
  • B. Do not artificially stretch or condense the mark.
  • C. Do not place the reversed-out mark on faces or other potentially awkward areas in photos.
  • D. Do not rotate the mark vertically.
  • E. Do not alter the cap height or length of the tagline.
  • F. Do not alter or retype the wordmark or tagline.
Tone And Messaging
  • The preferred photographic style for Ohio materials is straightforward, honest and approachable, employing natural lighting and capturing real moments. Featuring everyday people, the photos show subjects engaged in real, everyday activities. The photographic style is friendly, unassuming, inclusive and forward thinking. It should reflect and challenge our preconceptions of what our region is and should represent. Photos should inspire and motivate residents, businesses and visitors.
  • Landscape and environment photography should also be straightforward, honest and approachable. The photos are friendly, inviting, inclusive and forward thinking. Images of our flat plains, surrounding hills, valleys and rivers, as well as our architecture, should be shot with a dramatic look and tone. Drama can be created through cropping and juxtaposition.
  • When juxtaposing imagery, contrast in subject matter is everything. The two images should in some way communicate the surprising diversity of experiences our state has to offer. Vary scale and level of visual activity between the two shots. For instance, if one image is complex, then its complement should be simple in nature. If one image is architectural, then the other should be people focused.
  • Utilizing photographs with a found “O” can provoke the viewer to consider rich Ohio experiences in a meaningful way. When using imagery that features a found “O,” try to keep the composition and background as simple and uncluttered as possible. The image should in some way communicate the rich and diverse experiences our state has to offer. Avoid cliched or meaningless photos that do not offer provocative and meaningful insights into Ohio.
  • Information design for Ohio materials should reflect the straightforward, honest and approachable tone of the identity. Eliminating unnecessary details will add clarity and power to mundane facts and figures. By keeping information unaffected and graphically bold through color use, scale and whitespace, visual interest is added to our information graphics. The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.
  • Photography should never be artificial, unnatural, decorative, stereotypical, dated or staged. It should also avoid cliched, tired and predictable metaphors.
  • Do not use cliched sports metaphors to represent technical or business concepts such as agility, endurance, winning or success.
  • Avoid artificial or unnatural backgrounds and lighting. Avoid overposing subjects.
  • Avoid artificially directional studio lighting and cluttered, distracting backgrounds.
  • Do not silhouette subjects into artificial environments or settings.
  • Do not duotone photos.
  • Avoid stereotypical, staged settings.
Visual Style
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • The logotype is a carefully typeset version of the name “Ohio.” The logotype should never be altered.
  • The brand line “Build Your Business. Love Your Life.” has been carefully typeset and should not be altered.
  • There are two versions of the Ohio mark: the standard mark, the Ohio logotype combined with the brandline, and the alternate mark, the Ohio logotype without the brandline. The standard mark is preferred and should be used whenever possible. The alternate mark has two primary uses: when the mark must be used at a small size, rendering the brand line otherwise illegible, and when the mark is blown up as a “super graphic” and integrated into the design.
  • The minimum size for the standard core mark with brand line (B1) is 34mm. The minimum size of the alternate (B2) is 13mm. The minimum size is determined by the width of the logotype.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • The color of the Ohio core mark can be treated in three ways, depending on its use. Color provides a quick and powerful means of recognition, and for this reason, the three-color mark is the preferred version. When the three-color mark cannot be used, such as in newspapers, the one-color mark may be applied. Never reproduce the mark in any way other than as specified on this page. The Ohio mark may only be used in the three-color versions shown above.
  • The three-color mark is used for corporate communications, stationery and signage.
  • The one-color mark is used in limited color situations. The mark can be used in the approved one­color PMS, in black on a white or light-colored background.
  • The mark may be placed on a color field or over an image. In all cases, there must be sufficient contrast for easy legibility. The mark may be used in three color, one color or reversed to white when placed on a dominant color field. When the mark is placed over an image, ensure that the image is not busy or distracting.
  • It is important to note one exception for color usage. When the Ohio mark is integrated with a photograph of a found “O” (see pg. 37), the color may be altered to complement the photo. In this case, the mark functions as an image, rather than the trademark of the brand.
  • To ensure that the Ohio brand communicates consistently and true to brand equity, an extensive 9-color palette has been developed for use in all applications. Only these colors should be used for Ohio materials.
  • The core colors for Ohio are Pantone 186 red and Pantone 195 red. These colors are warm, energetic and straightforward; they reinforce the distinctiveness of the brand. These core colors are strong tools to effectively communicate the brand in advertising and collateral materials. A range of other colors has been chosen to complement the core colors, adding personality and flexibility to the palette.
  • Patterns have been created using the capital “O” as a repeating element. These patterns are friendly and approachable like the identity itself. Color and cropping can be used to convey a multitude of moods and compositions. Patterns are supplied in one color. Color inspiration can be drawn from the examples above. Always use the art files that have been provided. Never redraw, stretch, add elements to or in any other way modify the patterns.
  • Illustrations should never look like clip art or be used as icons. They should not be created in Microsoft® software and pulled into communication materials. If illustration is needed for a specific project, it should be commissioned and produced by a legitimate, professional illustrator.
  • Never alter the approved configuration, substitute elements or deviate from the guidelines discussed in the preceding sections.
  • Do not change the approved colors of the signature.
  • Do not artificially stretch or condense the mark.
  • Do not place the reversed-out mark on faces or other potentially awkward areas in photos.
  • Do not rotate the mark vertically.
  • Do not alter the cap height or length of the tagline.
  • Do not alter or retype the wordmark or tagline.
Iconography
  • Illustrations should never look like clip art or be used as icons. They should not be created in Microsoft® software and pulled into communication materials. If illustration is needed for a specific project, it should be commissioned and produced by a legitimate, professional illustrator.
  • The examples of illustrations above are unacceptable and should be avoided in all materials.
Layout And Composition
  • The position, size, color, spatial and proportional relationships of the elements of the mark have been carefully determined and may not be altered.
  • Clear space is the area that surrounds the mark and maximizes the visual impact of the mark. The clear space may be white, the natural color of the background medium, photos or a color from the Ohio palette. It should be free of any other element, including text, graphics, borders or other logos. The measurement “1x” represents the height of the lower case “o” x-height and is used as the basis for the clear space requirements in the diagram above.
  • Ohio materials are based on a simple grid that gives structure to content and ensures consistency. Templates will be available for standard-sized documents. When you have a communication need not covered by the templates, refer to this section of the guidelines to create a grid for your design.
  • The portal should always be placed at an approximate size and position that is shown on the grid to the left. The size of the “O” can be increased or decreased to appropriately fit the composition. The thickness of the “O” should visually equal the weight of the “O” in the primary mark. The red “O” that frames the photo should always be red (Pantone 186), multiplied over the image to create a sense of connection and interaction between the two images.
  • The hue of the red “O” should be adjusted in every application to maintain the original red (Pantone 186) equity.
Brand Architecture
  • Primary Brand
  • Shared Branding
  • Endorsed Partner Branding
  • Ohio is not an exclusive entity. It is an inclusive ally that will build cooperation, collaboration and integration into regional incentives between many diverse partners. Connecting other brands with Ohio is essential to our goal of a united region. There are a few different ways to connect another branded entity to the Ohio identity.
  • A. Primary Brand Applications: • Regional Launch event/mktg • TV spots • USA Today ad
  • B. Endorsed: “Cousin” to Primary Brand Applications: • Partner-specific marketing: print materials, environments Example: Ohio-Israel Chamber
  • C. Shared: 50/50 visual weight Applications: • Partner-specific marketing: print materials, environments Example: State of Ohio Seal
Information Design
  • Information design for Ohio materials should reflect the straightforward, honest and approachable tone of the identity. Eliminating unnecessary details will add clarity and power to mundane facts and figures. By keeping information unaffected and graphically bold through color use, scale and whitespace, visual interest is added to our information graphics. The geometry of the “O” provides special opportunities to use this form in information graphics, making these uniquely Ohio.
🐛 Report