Waterloo

📋 1 Guidelines

🔗 Connections

Sector

Tourism

Region

Usa

Guideline Year

2018

Language

English

Tags

Regional

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • To provide a consistent and professional brand identity for Experience Waterloo, ensuring recognition and strengthening the brand across all applications and communications.
Core Values
  • consistency
  • professionalism
  • recognition
  • quality
Target Audience
  • Internal team members and external vendors who require guidance on proper brand application for merchandise, fliers, web, signage, and other materials.
Personality Traits
  • bold
  • engaging
  • humanistic
  • progressive
  • aspirational
Visual Identity Overview
  • The visual identity features a vibrant, multicolored ‘W’ logo, clear and modern typography (Pacifico and Prompt), and a comprehensive color palette with primary, secondary, and neutral colors. Guidelines emphasize correct logo usage, clear space, size restrictions, and consistent application across print and digital media.

Categories

Color Palette
  • The consistent use of these colors will create recognition and strengthen the identity.
  • Experience Waterloo has standards for reproducing colors so they will always look consistent, no matter where they appear. For example, the logo should be reproduced in full color whenever possible.
  • These colors should be employed throughout Experience Waterloo communications and are equivalent to the Pantone® Matching System numbers listed in the table below. For four-color process printing (also known as full-color printing), refer to the CMYK values shown. For desktop publishing, such as Microsoft® Word or Microsoft PowerPoint, refer to the RGB (print/on-screen). For web applications, refer to the RGB (print/on­screen) values or Hexadecimal web values.
  • The Pantone and CMYK values provided can be used on both coated and uncoated paper when printing. Although variations in color will occur, try to match the colors as closely as possible. For applications in color systems not included here, use the Pantone values for color matching.
  • PRIMARY COLOR PALETTE Blue PMS 299 100/100/30/20 70/15/0/0 41/170/226 29AAE2 Magenta PMS 152 5/100/0/0 222/5/140 E1058C Burnt Orange PMS 7413 8/57/100/0 229/132/37 E58425 Light Green PMS 380 25/0/86/0 201/220/78 C9DC4E Medium Green PMS 7739 80/11/100/0 46/163/74 2EA34A
  • SECONDARY COLOR PALETTE Dark Magenta PMS 675 33/100/30/5 168/32/107 A8206B Red PMS 1795 10/100/96/0 218/33/43 DA212B Dark Red PMS188 30/100/100/37 126/21/23 7E1517 Orange PMS130 0/40/100/0 250/166/26 FAA61A Dark Green PMS 7732 88/27/100/18 13/120/60 0D783C Charcoal PMS Black 6 80/74/59/80 14/14/25 0EOE19 Dark Olive PMS 546 91/65/60/63 6/42/48 062A30 Dark Blue PMS 2765 100/98/38/45 24/22/69 181645
  • NEUTRAL COLOR PALETTE Slate Gray Cool Gray 11 15/15/0/70 92/91/104 5C5B68 Light Gray PMS 663 2/2/0/10 223/223/228 DFDFE4 Tan PMS 7500 0/5/18/12 227/214/189 E3D6BD
  • It is never acceptable to change the color of the logo, but the logo may be overprinted on light shades of color or lightly colored and textured backgrounds that do not make it illegible.
  • Below are some examples of how the logo may be used correctly when displayed on a colored background.
  • The logo can also be used in a reversed­out manner if background color or background photography does not allow the full-color logo to appear clearly.
  • When the full-color and reversed-out logos are not options, the lockup should be printed in grayscale.
  • In places where the logo will be placed over a photo/background that needs to visible, a full color version of the ‘W’ can be used, set at 75% opacity. Alternatively, a one color (white) outline of the ‘W’ can be used.
  • For the Printing Agency: These are the approved colors for the Experience Waterloo logos. Please use the correct color format for your particular application. Pantone® is a registered trademark of Pantone, Inc. The colors shown here and throughout this guide are intended to match the Pantone standards.
  • The CMYK and RGB specifications given here are for appointment only. Because screen percentages will vary from printer to printer and from monitor to monitor, a slight difference can significantly affect a color. These percentages are to be used only as a reference. Each printing agency is responsible for making the necessary adjustments to visually match the colors as closely as possible to approved color swatches.
Logo Usage
  • Logos must not be altered in any way other than to adjust the size proportionally. When used on branding, co-branded materials, or other items such as garments or commodities, it may be necessary to print the logo on a color background. It is never acceptable to change the color of the logo, but the logo may be overprinted on light shades of color or lightly colored and textured backgrounds that do not make it illegible. Below are some examples of how the logo may be used correctly when displayed on a colored background.
  • The logo can also be used in a reversed­out manner if background color or background photography does not allow the full-color logo to appear clearly.
  • When the full-color and reversed-out logos are not options, the lockup should be printed in grayscale.
  • In places where the logo will be placed over a photo/background that needs to visible, a full color version of the ‘W’ can be used, set at 75% opacity. Alternatively, a one color (white) outline of the ‘W’ can be used.
  • A minimum area surrounding the logo must be kept clear of any other company names, symbols and/or logos by a minimum of 1 H heights. More than the minimum clear space is encouraged if the application provides the opportunity.
  • Minimum clear space on all sides is equal to the height of the “o” in “Waterloo”.
  • When viewed electronically (i.e. website, electronic newsletters), logos must be separated from any other company names, symbols and/or logos by a minimum of 40 pixels or 1 H heights, whichever is greater.
  • H = Height of the “o” in “Waterloo”
  • The Experience Waterloo logo should always be produced at a reasonable size to maintain its legibility.
  • For printed materials the optimal minimum width is 1.25 inches.
  • For digital use, the optimal minimum width is 90 pixels.
  • For printed materials: Minimum Print Width = 1 inch; Optimal Print Width = 1.5 inches; Minimum Print Width = .625 inch; Optimal Print Width = .75 inch.
  • For digital use: Minimum Digital Width = 90 pixels; Optimal Digital Width = 108+ pixels; Minimum Digital Width = 54 pixels; Optimal Digital Width = 72 pixels.
Typography
  • The Experience Waterloo brand has been built to use two font families for clarity and consistency. Pacifico was chosen for its bold, engaging, and humanistic qualities. This font should be used in headlines, subheads, and short text blurbs and should be used sparingly. Pacifico can be downloaded for free at FontSquirrel.com.
  • The Prompt font family was chosen for clarity and compatiblity with Pacifico. Prompt is a free Google font that can be downloaded at Google.com/fonts to be used in traditional materials and digital media. Visually extoling the progressive and aspirational virtues of the Experience Waterloo brand, Prompt should be used in all larger bodies of text.
  • In cases where system fonts are required (Microsoft Word, PowerPoint, etc.), the Calibri font family should be used.
  • Note: Pacifico may vary slightly in appearance across PC and Mac platforms due to font rendering differences across both operating systems.
Visual Style
  • Logos must not be altered in any way other than to adjust the size proportionally. When used on branding, co-branded materials, or other items such as garments or commodities, it may be necessary to print the logo on a color background. It is never acceptable to change the color of the logo, but the logo may be overprinted on light shades of color or lightly colored and textured backgrounds that do not make it illegible. Below are some examples of how the logo may be used correctly when displayed on a colored background.
  • The logo can also be used in a reversed­out manner if background color or background photography does not allow the full-color logo to appear clearly.
  • When the full-color and reversed-out logos are not options, the lockup should be printed in grayscale.
  • In places where the logo will be placed over a photo/background that needs to visible, a full color version of the ‘W’ can be used, set at 75% opacity. Alternatively, a one color (white) outline of the ‘W’ can be used.
  • A minimum area surrounding the logo must be kept clear of any other company names, symbols and/or logos by a minimum of 1 H heights. More than the minimum clear space is encouraged if the application provides the opportunity.
  • Minimum clear space on all sides is equal to the height of the “o” in “Waterloo”.
  • When viewed electronically (i.e. website, electronic newsletters), logos must be separated from any other company names, symbols and/or logos by a minimum of 40 pixels or 1 H heights, whichever is greater.
  • H = Height of the “o” in “Waterloo”
  • The Experience Waterloo logo should always be produced at a reasonable size to maintain its legibility.
  • For printed materials the optimal minimum width is 1.25 inches.
  • For digital use, the optimal minimum width is 90 pixels.
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