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Visual Identity Guidelines

Policies, Procedures and Visual Identity Guidelinesof the St. Johns County Chamber of Commerce

v. 05-0 1 November, 2005

Visual: Image of letter on letterhead

Dear friend of St. Johns County:

In September, 2005 we simplified our name from the St. Augustine and St. Johns CountyChamber of Commerce to the St. Johns County Chamber of Commerce.

The name change, of course, necessitated creating a new logo. More importantly, it gave usthe opportunity to create a brand identity that demonstrates the considerable number of areacouncils, leadership programs and important initiatives like Economic Development that aremanaged under the auspices of the chamber.

Work began in September when + Robinson Better Business Ideas was chosen as the agencyto create the new brand identity.

The new logo itself is clean, simple and works in a flexible system — or brand hierarchy — toaccommodate the Economic Development Council, the area councils and other departments.

To protect the integrity of the Chamber’s brand identity and to help those who will apply it topublications, signage, correspondence and a host of other uses, we have created Visual IdentityGuidelines.

It is very important that everyone use the new logo consistently in all internal and externalcommunications. The guidelines contained here will provide you with the policies andprocedures to follow.

Thank you for your commitment to protect the symbols and reputation of this vibrant andinnovative Chamber of Commerce, of which we are all so proud.

Sincerely,

John Birney

John BirneyChairman

Table of Contents

Transition Period.4Introduction 5Official Chamber Name and Identifying Marks 6Chamber Identity System 7Unauthorized Use 8Brand Hierarchy 9Logo Usage in Official Publications and Web Pages 10Recommended Typefaces 11Chamber Colors 12Official Chamber Stationery 13Letterhead 14Envelope 15Business Card 16

Transition Period

A transition period is being established to coordinate the changeover from the existing VisualIdentity system to the new Visual Identity system. This will allow for adequate time to createnew materials, to meet important deadlines and use up stocks of old materials.

Transition from the old logo to the new logo and from the old Visual Identity to the new VisualIdentity will be governed according to the following principles and schedule.

The internal announcement of the new Visual Identity was made October 18, 2005.

The public announcement of the new Visual Identity was made in November, 2005.

The new logo and Visual Identity must be used for any new materials being created beginningNovember 1, 2005 and published or distributed beginning November 15, 2005.

Existing materials using the current identity may be used through May 31, 2006, but notafter May 31, 2006.

Introduction

The purpose of these guidelines is to specify the policies and procedures concerning the use ofthe Chamber name and all official symbols that identify it. These are designed to ensure that theChamber is promoted in a formalized, professional and uniform manner, and to protect themarks from infringement.

These apply to all reproductions of Chamber marks whether in traditional print or electronicform, including the Internet.

The Chamber’s name, registered marks, logos and other indicia of the Chamber that aredepicted in this document may not be altered, reconfigured or added to in any manner for use inpublications.

All Chamber publications, videos, web pages, letterhead, envelopes and business cards mustcomply with Visual Identity Guidelines with respect to the use of the wordmark (St. JohnsCounty Chamber of Commerce) and official logos unless the Chamber’s Visual IdentityGuidelines Action Team grants an exemption.

Chamber departments and organizations seeking to develop their own identifying logos cannotincorporate the wordmark or the official Chamber logo without the approval of the Visual IdentityGuidelines Action Team. Compliance with guidelines is an important part of building theChamber brand.

The Visual Identity Guidelines Action Team consists of representatives the Chamber staff,chamber members and the brand identity agency. The action team reviews all requests forexemptions from existing guidelines, considers requests by Chamber departments andmembers for logos that incorporate the wordmark or official Chamber logo, and makesdeterminations on modifications to the guidelines when appropriate.

Chamber organizations seeking to use official Chamber symbols in a manner not depictedherein may submit proposed applications to the Visual Identity Action Team, which will offeradvice on proper utilization.

The Chamber reserves the right to remove, rescind or withdraw any document or publication,including electronic publication, which does not comply with these Visual Identity Guidelines.

All outside vendors contracted to design and print Chamber publications or marketing materialsshould be provided with a copy of these guidelines. Logos and Visual Identity Guidelines areavailable from the Programs and Marketing Department. Any questions in using these elementsshould be directed to the Programs and Marketing Department at 904.829.5681 or via emailVl@stjohnscountychamber.com.

Official Chamber Name and Identifying Marks

The official name of the organization is the St. Johns County Chamber of Commerce. Anydocuments or publications communicating programs of the Chamber should use this name onthe cover in one of the recommended typefaces. Web pages, film, video or other digital formatsshould use the official name on the home page, title page or opening frames as appropriate. Ashortened version such as “the Chamber” or “the St. Johns County Chamber” may be used incopy after the first use of the full name.

Chamber Identity System

The flags convey movement and progress, and create a sense of celebration and triumph. Theflags image may be used as a design element.

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The red, gold and blue create a rich color palette for a modern,growing county, yet pay tribute to the historical European legacy ofSt. Augustine at the same time.

For purposes of understanding the visual identity system, thefollowing terms will be used.

The master brand logo is made up of the “descriptor” (the words St.Johns County Chamber of Commerce) and the “flags image.”

The system is designed to be flexible and work in multiple formats, different horizontal andstacked configurations, different colors, small and large sizes and different media.

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The descriptor should not be used in lieu of the complete logo or by itself as a logo. Whenusing the name of the Chamber in text, use the same font and size as the rest of the document.

The Chamber logo should not be combined with or made part of any other logo. If usedtogether with another logo in the same piece or field of vision, the Chamber logo should alwaysbe the dominant element. The other logo(s) should be separate and subordinate.

Unauthorized Use

Do not attempt to recreate the logo by using computer type fonts; it must be used exactly as itis. Do not stretch or distort the logo. Do not move the position of the flags or the type.Reproducible logos are available in from the Chamber Programs and Marketing Department.

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Brand Hierarchy

The system consists of the master brand logo and sub-brands for departments and initiatives ofthe Chamber such as the Economic Development Council or area councils.

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Logo Usage in Official Publications and Web Pages

The Visual Identity Guidelines have been developed to promote consistency and protect the

Chamber’s brand identity. They were not intended to create a template or be a complete set ofrules for every conceivable application. Good judgment and good taste must be exercised by

anyone creating communications materials.

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The logo should float in a “cleararea,” separated from other text orvisuals and away from the edge ofthe page. The separation must beat least the width of the flags at itswidest point on the right and left ofthe logo, and at least the height ofthe flags above and below thelogo.

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Recommended TyDefaces

The St. Johns County Chamber of Commerce logos are based on the Charlemagne type fontfor St. Johns Chamber and the Lucida Sans font for “County” and “Of Commerce,” althoughthey have been modified somewhat.

Use complementary type fonts for headlines, titles and body copy. Most graphic artists andprinters have access to a wide variety of type fonts. Others can be purchased from sources likeAdobe.

The recommended fonts for official Chamber publications are the Gill Sans, Anal or the Futurafamilies. Use Gill Sans as the primary font. If Gill Sans is not available on your PC or Mac, useeither of the other two fonts as back up.

For other more promotional publications, the recommended fonts are the Gill Sans, Anal orFutura for a modern look and Goudy or Times Roman for more conservative or traditional feel

When using the logo in Word documents, e-mails and PowerPoint presentations, use the Analtypeface commonly found on most computers. Several Microsoft Office (Word and PowerPoint)templates are available from the Programs and Marketing Department.

Gill Sans

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Sample te of ed type fonts for Cbniber usage.

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Sample text of approved type fonts for Chamber usage.

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Chamber Colors

The Primary Color Palette will consist of: red (PMS 1805U and 1805C); gold (PMS 7405U and7406C) and blue (PMS 307U and 308C) for the flags; and grey (PMS Cool Grey 5U) for thedescriptor; plus black and white.

The gray can also be created by created with a 65% screen of black.

The gold will be used primarily for the Economic Development Council.

The blue will be used primarily for the area councils.

The red will be used for Chamber home office and all other departments and initiatives such asLeadership St. Johns.

The colors indicated below are for reference only and may be slightly different depending onyour computer monitor or printer. Please calibrate using the official Pantone Matching Systemguide.

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Red (PMS 1805U and 1805C)

Gdd (PMS 7405U and 7406C)

Blue (PMS 307U and 308C)

Grey (PMS Cool Grey 5U) for the descnptoror 65% screen of black.

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Official Chamber Stationery

A new stationery package has been developed to maintain high readability, quick visual identityof the institution, and simplicity of address information.

All Chamber departments, councils and programs of these entities must use the standardletterhead for official correspondence.

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The official letterhead, envelope andbusiness card and is printed in fourcolor process for the flags. The bar atthe top of the letterhead and the backof the business card will be the red,blue or gold designated for theappropriate department or initiative.

The stationery may also be printed inblack or a monochrome in theappropriate red, gold or blue PMScolor designated for the departmentor initiative.

Do not attempt to recreate theChamber stationery. Please orderfrom the Chamber Programs andMarketing Department.

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Letterhead

When printing a letter on the official Chamber letterhead, use the Gill Sans (or Anal or Futura, ifGill Sans is not available) typeface at 11 point size, with line spacing set at exactly 15 pts. orsingle spaced.

Margins for Word-generated letters should be set at 2 ½ inches from the top, 1 inch from theleft, 1 inch from the right and 1 inch from the bottom. If using the second sheet, set the topmargin at 1 ½ inches.

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Envelope

When generating envelopes from a word processing program, set the left margin in line with theright hand side of the logo printed on the envelope as indicated.

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Business Card

Business cards should be ordered from the Chamber Programs and Marketing Department.Card blanks have been printed by designated Chamber printers.

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