Oklahoma State

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Brand Guidelines

2020

Brand Summary

Mission

To streamline communications through a visual identity that expresses the state’s essence and values, and creates credibility. By using these design elements consistently, compelling communications for the State of Oklahoma are achieved.

Core Values

embracing nature
vibrancy
diversity
unity
credibility
opportunity
community
innovation
authenticity

Target Audience

Individuals, businesses, and communities interacting with the State of Oklahoma, including residents, visitors, and those engaging with state agencies.

Personality Traits

bold
humble
ambitious
altruistic
humorous
approachable
credible
modern

Visual Identity Overview

The visual identity is defined by a distinctive logo inspired by native heritage, vibrant color palette reflecting the landscape and people, geometric sans-serif typography, dynamic graphic elements like chevrons and supergraphics, and photography that dramatizes opportunity and authentic moments. The system is flexible, cohesive, and designed for accessibility and consistency across all communications.

Categories

Brand Imagery

Whether you’re shooting original photography or selecting shots from an image bank, use imagery to dramatize the idea of opportunity and the feeling of potential. Imagery is also an important reflection of our personality-we are bold yet humble, ambitious yet altruistic, and humorous.
Whether you’re shooting original photography or selecting shots from an image bank, keep our style and subject guidance in mind to achieve a look aligned with our brand essence.
Our photography should capture the following: Show moments of interaction/connection between people, communities and environments. Make a positive, emotional impact Show life, vitality, energy Bring people and places together for meaningful experiences Convey a natural and authentic feeling -capturing authentic moments Suggest our environments are more than just locations, but places with spirit and personality
Show that Oklahoma has much more than you expect. Include elements that may surprise the viewer Employ unexpected points of view or amazing color Create dynamic compositions Show environments that will surprise with natural beauty Feature subject matter that may not normally be associated with Oklahoma
Show a wide range of people, demonstrating our diversity. Authentically reflect the people of Oklahoma Show people of different ages, races, genders, social classes Show people of diverse abilities and body types Show our unique native peoples Show subjects that look real and authentic, not like professional models Style of dress should represent a diversity of people’s styles and tastes, but feel authentic to Oklahoma

Color Palette

Our core brand colors are rich and inviting, reflecting the embracing nature of our state. The colors are inspired by our landscape and represent the vibrancy of our land and people. The breadth of the palette provides a broad range of color choices.
The rich colors of our core palette represent the vibrancy of our people and land. The blues represent our vast skies, lakes and waterways. Our greens represent our woodlands. Our golds represent our prairie grasslands and deserts. Our reds are taken from our famous red clay earth.
The core brand palette has been designed with accessibility contrast and color standards in mind. The dark hues of each color pass WCAG AA standards for normal text on a white background. The bright hues of each color pass WCAG AA standards for normal text on a dark background.
Each of our six core brand colors comes in two hues – bright and dark.
Included here are specifications for printing with four-color process (CMYK), digital presentations (RGB and HEX) and printing with Pantone® inks (spot-color printing). For nontraditional reproduction methods, such as embroidery and silkscreen, make a visual match to the color as it appears in the Pantone® coated swatch book.
Note that the CMYK, RGB and HEX values shown may not use the same formula as what Pantone® provides. Use the CMYK, RGB and HEX values shown here, and only use Pantone® formulas when printing in spot color. These values have been carefully chosen for the Oklahoma brand.
Colors outside of our core brand palette must not be used in the chevrons.
The supergraphic may be used in full color, monochrome in any of the core brand colors, or in black and white.

Typography

Clear and consistent typography improves the accessibility of information and helps to build a distinct visual character. By using type thoughtfully, we can evoke our personality while enhancing the legibility of charts, graphs and large blocks of text.
Clear and consistent typography improves the accessibility of information and unifies our look and feel across all state agencies and departmental touchpoints.
Our typeface, Montserrat, is a geometric sans serif that is approachable, credible and easily legible.
Montserrat is a broad and versatile family of fonts that are clean, open and modern. It is used in all of our marketing materials and professionally produced communications.
Montserrat is a Google font, so it is free to use and is universally available for download at: https://fonts.google.com/ specimen/Montserrat
As Montserrat does not come as a standard system font on all computers, a replacement typeface, Arial, can be used for all internally produced correspondence. This includes any communications created using the Microsoft Office suite, such as PowerPoint presentations, email messages, Word documents or Excel sheets.
Other typefaces may be used in campaigns where Montserrat does not function to communicate the appropriate character. Use of other fonts should be approved by the State Brand Marketing Team before they are implemented.
Do not distribute fonts installed in our systems, as it is an infringement of copyright law.
Proper use of typography, and particularly our primary font, Montserrat, will promote a unified and consistent impression across state agencies and departmental touchpoints.
As a general principle, the larger text is (for example, headlines), the lighter the text weight can be. This is intended to prevent materials from feeling heavy and unapproachable. This principle should not restrain designers from using bold type when appropriate.
For headlines, titles and body copy, use sentence case to feel approachable and engaging. However, always capitalize proper nouns.
In instances where formality or a sense of authority is required, all capitals may be used in headlines.
For applications with large volumes of copy or all-caps type treatment, use lighter weight fonts to keep the copy friendly and approachable.
Create differentiation and hierarchies in type through changes in type size or weight.
Type is always aligned left.
Use italic within copy blocks to indicate publication names or other titles. Italic is also used create emphasis or contrast highlighting the importance of a word or subject. Italic should not be used for blocks of body copy.

Logo Usage

The Oklahoma logo is the single-most important visual element of our visual identity, and it functions as a powerful identifier of our state.
The design of our logo is based on shapes and colors embedded in our history. The form is inspired by our native heritage. It reflects earth, sky, water, agriculture and forest. These colors also speak to the seasons. The white star is a powerful symbol of America that is a part of our State Seal and on the original flag of the state. Chevrons acknowledge our military. These elements form a circle and direct their energy inward, dramatizing Oklahoma as a hub at the center of America. This symbol invites everyone to join us here in an embracing community, to take in countless unexpected experiences and explore genuine opportunity.
The logo is used on externally facing communications, internal employee communications, signage and fleet.
The state logo has two standard configurations -vertical and horizontal. Custom configurations may be developed for special formats, such as signage or digital icons, but these should only be used in consultation with the State Brand Marketing Team.
The Oklahoma logo is most visible and effective when surrounded by open space. As you’ll see in the diagram, unobstructed clear space must surround the logo in all situations. At minimum, this space must be equal to the measure of a square drawn within the star of the symbol. In many cases, more clear space is ideal.
In special cases, such as signage, it may be acceptable to reduce the clear space around the logo so that it reproduces larger for improved legibility-please contact the State Brand Marketing Team.
To make sure it is visible and legible, the Oklahoma logo should never be used where the symbol is smaller than 1/4 inches tall in print materials. On digital applications, the Oklahoma logo should never be smaller than 36 px tall.
The preferred use of the Oklahoma logo is in full color on a white background. There is a reverse version of the full-color logo for use on dark or black backgrounds.
The logo also appears in six color monochrome versions, each matching a segment of the full-color logo.
The monochrome logos are used in instances where a more serious or subtle impression is desired. They may also be used if the color conceptually relates to the subject matter presented -for example, using the green monochrome logo for environmental matters.
Black and reverse logos can be used in one or two color applications.
The reverse logos may be used on colored backgrounds.
Greyscale black and reverse logos show the different segments in the chevrons of the logo. The flat black and reverse logos do not.
Only use the flat versions of the logo where technical limitations prevent using another version. Printing the logo small on a pen is an example of proper usage of a flat logo.
When using the Oklahoma logo on a colored background or photograph, always make sure the surrounding area is simple and provides enough contrast to be visually clear.

Tone And Messaging

Our design system was created to streamline communications through a visual identity that expresses the state’s essence and values, and creates credibility. By using these design elements consistently, you play an integral part in creating compelling communications for the State of Oklahoma.
Our tag line connects us with our audiences with a short, memorable set of words that help set expectations of what an Oklahoma experience is like. Our tag line Imagine that. is an expression that universally represents surprise and invites audiences to dream of their own personal opportunities.
Clear and consistent typography improves the accessibility of information and helps to build a distinct visual character. By using type thoughtfully, we can evoke our personality while enhancing the legibility of charts, graphs and large blocks of text.
Whether you’re shooting original photography or selecting shots from an image bank, use imagery to dramatize the idea of opportunity and the feeling of potential. Imagery is also an important reflection of our personality-we are bold yet humble, ambitious yet altruistic, and humorous.
Our tagline connects us with our audiences with a short, memorable set of words that help set expectations of what an Oklahoma experience is like.
Our tag line, Imagine that. is an expression that universally represents surprise and invites audiences to dream of their own personal opportunities.
While our marketing efforts may use many variable campaign themes or messages within copy, “Imagine that.” is the only tagline that may be used across the state for external communications.
The tagline can be used as part of headlines, in body copy or as a tagline sign-off. The tagline is not to be used alone as a headline.
The tagline is to be used on externally facing applications, such as advertising, collateral, posters, websites, tradeshow materials, videos and interior facility signage.
The tagline may be used as response to an unexpected statement in a headline. When used in this manner, it is set in Montserrat Semibold beneath the headline. The tagline should always end in a period.
When using Imagine that. in body copy, write it using sentence case letters in Montserrat Semibold. Do not italicize or use all caps.
When using Imagine that. as a tagline sign-off, use Montserrat Semi bold type in sentence case. The tag line ends in a period.
The tagline, like our logo, is a core brand element, therefore it may only be used in the color options available for the logo. The preferred color is Sky Blue (see Color on page 5).

Brand Values

Our design system was created to streamline communications through a visual identity that expresses the state’s essence and values, and creates credibility. By using these design elements consistently, you play an integral part in creating compelling communications for the State of Oklahoma.
Our logo is the single-most important visual element of our visual identity. The logo is a distinctive symbol and a graphic representation of the Oklahoma brand. When used properly and consistently, our logo functions as a powerful identifier of our state’s essence and values.
Imagery is also an important reflection of our personality-we are bold yet humble, ambitious yet altruistic, and humorous.
The design of our logo is based on shapes and colors embedded in our history. The form is inspired by our native heritage. It reflects earth, sky, water, agriculture and forest. These colors also speak to the seasons. The white star is a powerful symbol of America that is a part of our State Seal and on the original flag of the state. Chevrons acknowledge our military. These elements form a circle and direct their energy inward, dramatizing Oklahoma as a hub at the center of America. This symbol invites everyone to join us here in an embracing community, to take in countless unexpected experiences and explore genuine opportunity.
We are a vibrant community that welcomes and embraces people like no other.
You can make it here. As an individual or a business, you can thrive and prosper in Oklahoma.
We have world-class food, arts, entertainment and events.
Our stunning landscapes and environments are second to none.
The grit and individualistic energy of our ancestors lives on in the innovation and enterprise of our people today.
No matter what you enjoy, there is a lot to do in Oklahoma.

Visual Style

Our logo is the single-most important visual element of our visual identity. The logo is a distinctive symbol and a graphic representation of the Oklahoma brand. When used properly and consistently, our logo functions as a powerful identifier of our state’s essence and values.
Our core brand colors are rich and inviting, reflecting the embracing nature of our state. The colors are inspired by our landscape and represent the vibrancy of our land and people. The breadth of the palette provides a broad range of color choices.
Clear and consistent typography improves the accessibility of information and helps to build a distinct visual character. By using type thoughtfully, we can evoke our personality while enhancing the legibility of charts, graphs and large blocks of text.
Whether you’re shooting original photography or selecting shots from an image bank, use imagery to dramatize the idea of opportunity and the feeling of potential. Imagery is also an important reflection of our personality-we are bold yet humble, ambitious yet altruistic, and humorous.
We use unique graphic elements to create visual cohesion across our materials. The graphic elements also reinforce our brand promise through communications, and direct the viewer’s eye to important information.
The Oklahoma logo is the single-most important visual element of our visual identity, and it functions as a powerful identifier of our state.
The design of our logo is based on shapes and colors embedded in our history. The form is inspired by our native heritage. It reflects earth, sky, water, agriculture and forest. These colors also speak to the seasons. The white star is a powerful symbol of America that is a part of our State Seal and on the original flag of the state. Chevrons acknowledge our military. These elements form a circle and direct their energy inward, dramatizing Oklahoma as a hub at the center of America. This symbol invites everyone to join us here in an embracing community, to take in countless unexpected experiences and explore genuine opportunity.
The state logo has two standard configurations -vertical and horizontal. Custom configurations may be developed for special formats, such as signage or digital icons, but these should only be used in consultation with the State Brand Marketing Team.
The Oklahoma logo is most visible and effective when surrounded by open space. As you’ll see in the diagram, unobstructed clear space must surround the logo in all situations. At minimum, this space must be equal to the measure of a square drawn within the star of the symbol. In many cases, more clear space is ideal.
In special cases, such as signage, it may be acceptable to reduce the clear space around the logo so that it reproduces larger for improved legibility-please contact the State Brand Marketing Team.
To make sure it is visible and legible, the Oklahoma logo should never be used where the symbol is smaller than 1/4 inches tall in print materials. On digital applications, the Oklahoma logo should never be smaller than 36 px tall.

Layout And Composition

The state logo has two standard configurations – vertical and horizontal. Custom configurations may be developed for special formats, such as signage or digital icons, but these should only be used in consultation with the State Brand Marketing Team.
The Oklahoma logo is most visible and effective when surrounded by open space. As you’ll see in the diagram, unobstructed clear space must surround the logo in all situations. At minimum, this space must be equal to the measure of a square drawn within the star of the symbol. In many cases, more clear space is ideal.
In special cases, such as signage, it may be acceptable to reduce the clear space around the logo so that it reproduces larger for improved legibility – please contact the State Brand Marketing Team.
To make sure it is visible and legible, the Oklahoma logo should never be used where the symbol is smaller than 1/4 inches tall in print materials. On digital applications, the Oklahoma logo should never be smaller than 36 px tall.

Tagline Guidelines

Our tagline connects us with our audiences with a short, memorable set of words that help set expectations of what an Oklahoma experience is like.
Our tag line, Imagine that. is an expression that universally represents surprise and invites audiences to dream of their own personal opportunities.
While our marketing efforts may use many variable campaign themes or messages within copy, “Imagine that.” is the only tagline that may be used across the state for external communications.
The tagline can be used as part of headlines, in body copy or as a tagline sign-off. The tagline is not to be used alone as a headline.
The tagline is to be used on externally facing applications, such as advertising, collateral, posters, websites, tradeshow materials, videos and interior facility signage.
The tagline may be used as response to an unexpected statement in a headline. When used in this manner, it is set in Montserrat Semibold beneath the headline. The tagline should always end in a period.
When using Imagine that. in body copy, write it using sentence case letters in Montserrat Semibold. Do not italicize or use all caps.
When using Imagine that. as a tagline sign-off, use Montserrat Semi bold type in sentence case. The tag line ends in a period.
The tagline, like our logo, is a core brand element, therefore it may only be used in the color options available for the logo. The preferred color is Sky Blue (see Color on page 5).
The tagline is also available as graphic art files. These may placed in the document as graphics and ensure the correct visual presentation of the tag line.

Graphic Elements

We use unique graphic elements to create visual cohesion across our materials. The graphic elements also reinforce our brand promise through communications, and direct the viewer’s eye to important information.
Our design system has unique graphic elements to create visual cohesion across our materials.
Our graphic elements also reinforce our brand promise through communications, and direct the viewer’s eye to important information.
Our chevron graphics are design elements taken from the Oklahoma symbol. In layout, they are used to provide color and energy and to direct the viewer’s eye to important elements.
The chevrons may be used in any of our core brand colors or in black or white. Colors outside of our core brand palette must not be used in the chevrons. Use of the chevrons may be bold and overt or light and understated. Transparency may be used to make the graphic chevrons appear more subtle or to have them integrate better with backgrounds.
The chevrons may also be used as a holding shape for imagery, or used in graphic patterns.
The symbol from the Oklahoma logo may be used as a supergraphic. It is used to highlight our presence and provide an energetic element in our designs.
The supergraphic is not a replacement for the logo -it must always be used in addition to the Oklahoma logo.
The supergraphic is cropped on one or two edges, but never on three or four sides.
This crop is consistent to ensure that the star within the symbol is fully visible.
The supergraphic may be used in full color, monochrome in any of the core brand colors, or in black and white.
Transparency may be used to make the graphic chevrons appear more subtle or to have them integrate better with backgrounds.