contents · 6/1/2016 · reversed logo (white) when a background is too dark to use the primary...
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CONTENTS
Introduction 04
Primary Logo 07
Clear Space & Size Requirements 08
Alternate Logo Usage 09
Logomark Usage 13
Usage — Dos 14
Usage — Don’ts 15
Colors 16
Typography 17
Photography Guidelines 18
Tone & Voice 19
MISSOURI PARTNERSHIP | BRAND STYLE GUIDE 2
MISSOURI PARTNERSHIP | BRAND STYLE GUIDE 5
INTRODUCTION
Missouri Partnership Welcomes You
In Missouri, we understand the importance of teamwork. It drives the success and growth of the companies and businesses that call Missouri home. Working together makes a difference. This guide to the Missouri Partnership brand will help you work together with us to ensure our brand voice stays one of innovation and dedication wherever it is used.
It is important that our staff, vendors, partners and media understand our mission, brand and voice. Keeping these messages consistent helps our organization’s mission make the greatest impact, not only in Missouri, but also across the globe. Please follow this guide to ensure clear and consistent communications across all brand touch points and aid in our mission to increase Missouri’s visibility as globally competitive business location.
MISSIONTo increase economic prosperity throughout the state by attracting new jobs and investment to Missouri.
MISSOURI PARTNERSHIP | BRAND STYLE GUIDE 7
PRIMARY LOGO
The primary Missouri Partnership logo is composed of the logotype and
logomark with a separator rule in between. Whenever possible, the primary
logo should be used on a field of white to maintain proper contrast.
logotypelogo lock-up
6 MISSOURI PARTNERSHIP | BRAND STYLE GUIDE
logomark
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CLEAR SPACE & SIZE REQUIREMENTS
In order to protect brand integrity, the guidelines below should always
be followed when using any version of the Missouri Partnership logo.
Following this guide will ensure the logo is visible and legible
at all times.
Safe Area
The proper safe area of the logo is the height of the “logomark”
in the Missouri Partnership logo. This area should be kept clear of
any competing graphical elements, type or busy background colors.
Minimum Size
In order to maintain proper brand recognition,
the Missouri Partnership logo should never
be displayed at a width of less than 1.375˝.
MINIMUM SIZE
1.375 inches or 132 pixels (PRINT) (WEB)
ALTERNATE LOGO USAGE
In some specific cases, the primary Missouri
Partnership logo should not be used, specifically
when height or width constraints do not allow. Instead,
an alternate logo should be used to ensure the best visual
contrast and representation of the Missouri Partnership brand.
The safe area for these logos is the same distance as
the primary Missouri Partnership logo.
Minimum Size
The small sizes logo should be used for applications where
the logo absolutely must appear below the minimum
recommended size as stated on page 6. These logos should
never be used at a size less than the minimum size. 0.45 inches or 32 pixels 1.375 inches or 132 pixels (PRINT) (WEB) (PRINT) (WEB)
Dark Backgrounds
The logo for dark backgrounds should be used only for
applications where placing the logo on a an image or dark
background is unavoidable. This will ensure optimal
contrast and clarity.
Missouri Logo MO Logo
MISSOURI PARTNERSHIP | BRAND STYLE GUIDE 1110 MISSOURI PARTNERSHIP | BRAND STYLE GUIDE
Tagline Logo Lockups The tagline helps paint a picture of the brand’s
personality and goals. The tagline should not be used
alone as a replacement for the full logo. When the tagline
is used, it will always replace the word ‘Partnership’.
Depending on the target audience, use one of the taglines
(on page 11) that pairs best with that audience.
These taglines are the only options.
Keep the lockup intact and use only the
art provided. Do not alter the tagline.
Minimum Size
In order to maintain proper brand recognition,
the Missouri logo should never be displayed at
a width of less than 1.375˝.
ALTERNATE LOGO USAGE ALTERNATE LOGO USAGE
Tagline Logo LOCKUP
Tagline Logo Lockup EXAMPLES
tagline placeholder
{ Tagl ine Goes Here}
MINIMUM SIZE
1.375 inches or 132 pixels (PRINT) (WEB)
{ Tagl ine Goes Here}
Global AgTech Leader
What Can We Make For You? What Can We Move For You? What Can We Grow For You?
Make. Grow. Move. North America’s Logistics Center
Advanced Manufacturing Excellence
MISSOURI PARTNERSHIP | BRAND STYLE GUIDE 1312 MISSOURI PARTNERSHIP | BRAND STYLE GUIDE
Reversed Logo (White) When a background is too dark to use the primary logo,
use the reversed Missouri Partnership logo. This logo
is white and will ensure the appropriate visual
distinction remains intact.
Logo Color Options
When branding materials, the full-color or one-color
Missouri Partnership logo should be used.
The full-color logo should be used for on a white or
light-colored background. When creating artwork use
the appropriate green, blue and gray colors. See page 14.
The one-color logos should be used when there is
very little contrast between the full-color logo and
the background behind the logo.
* There will be slight color variances when printing on different paper stocks
LOGOMARK USAGE
With its dimensional color and shape, the Missouri Partnership logomark
is ideal for use as a defining graphic element in certain design applications.
As the Missouri Partnership brand continues to grow, the logomark will
become a highly recognizable icon, synonymous with Missouri
Partnership even when seen without the logotype.
The Missouri Partnership logomark can be used in various applications
as a subtle background element or partially cropped graphic, but
should not be used alone as a replacement for the full logo.
One-Color Black LogomarkFull-Color Logomark Reversed Logomark
MISSOURI PARTNERSHIP | BRAND STYLE GUIDE 1514 MISSOURI PARTNERSHIP | BRAND STYLE GUIDE
DOS
Use the primary logo whenever possible.
Use the correct version of the logo for
color or dark backgrounds.
Use the approved black-and-white
version of the logo.
Scale the logo proportionally.
Use the logo at
no less than 1.375˝ wide.
Do not use the primary logo at
sizes smaller than 1.375˝ wide.
Do not modify the colors of the logo.
Do not delete/resize individual elements
of the logo.
Do not flip the logo.
Do not solely use the logomark
as the only element of branding.
Do not rotate the logo. Do not resize the logo disproportionately.
Do not use the full-color logo on a dark or
competing background.
DON’TS
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COLORS
The Missouri Partnership colors are a vital part of the overall brand. The colors help
define the brand and should only be created using the values below to maintain
consistency across all brand channels.
TYPOGRAPHY
Typography is an important aspect of our brand identity. Our typographic style
contributes to our distinctive aesthetic. The typography usage examples should
be followed to ensure all of our communications appear consistent.
Gotham Book
Gotham Medium
Gotham (primary font)
Source Sans Pro (primary font)
Aa
Aa Aa Aa Aa Aa Aa
Aa
Aa
Aa
AaAa
Aa
Aa
AaAa
Aa
Aa
AaAaAa
LIGHT
REGULAR ITALIC BOLD BOLD ITALIC BLACK BLACK ITALIC
LIGHT ITALIC
BOLD
BOLD ITALIC
BOLD ITALIC
BOOK
ITALIC
BOOK ITALIC
BLACK
BLACK ITALIC
MEDIUM
BOLD
MEDIUM ITALIC
ULTRA
ULTRA ITALIC
Arvo should be used sparingly for headlines, quotes and subheads only.
Arvo
AaREGULAR
PRINT DIGITAL
PMS: 5467 U
CMKY: 65, 52, 54, 26
RGB: 87, 95, 94
HEX: #565e5d
PMS: 368 U
CMKY: 59, 0, 100, 7
RGB: 108, 179, 63
HEX: #6cb33f
PMS: 311 U
CMKY: 70, 1, 10, 0
RGB: 0, 189, 221
HEX: #00bddd
PMS: 5517 U
CMKY: 34, 19, 25, 0
RGB: 171, 186, 183
HEX: #abbab7
PMS: 144 U
CMKY: 0, 60, 100, 0
RGB: 245, 130, 32
HEX: #f58220
PMS: 2627 U
CMKY: 62, 74, 28, 9
RGB: 112, 83, 124
HEX: #70537c
PMS: 108 U
CMKY: 1, 13, 100, 0
RGB: 254, 214, 0
HEX: #fed600
PRIMARY COLORS
SEC
ON
DA
RY
C
OL
OR
S
MISSOURI PARTNERSHIP | BRAND STYLE GUIDE 1918 MISSOURI PARTNERSHIP | BRAND STYLE GUIDE
PHOTOGRAPHY GUIDELINES
Through imagery we are most interested in showing the diversity of
resources and talent that Missouri has to offer. Photography adds
authenticity and a human element wherever it is utilized. It is
important that we properly showcase the myriad of features
that Missouri has to offer.
Please include the following in Missouri Partnership photos:
• Authenticity (Try not to use staged
or stock photography)
• Growth
• Innovation
• Diversity
» age
» gender
» race
» geography
TONE & VOICE
Please help us keep a consistent tone and
voice when talking about Missouri Partnership.
Below are some examples of the language
we do and don’t want you to use:
ARE
• Progressive
• Innovative
• Creative
• Friendly
• Upbeat
• Strong
• Encouraging
• Accessible
• Optimistic
• Intelligent
• Authentic
• Modern
ARE NOT
• Arrogant
• Sarcastic
• Juvenile
• Boring
• Aloof
• Unprofessional
• Unreliable
• Detached
• Cynical
• Snarky
GUIDELINES:• Use simple and clear language.
• Use language focused on people.
What’s in it for them? Why does it matter?
• Use language about resources.
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