Strategic Brand Development Platform

PrologueEach day, we wake with an opportunity to make an impact

in the lives of South Carolinians — a chance to do something

special to make the business environment across the state

the best in the world for businesses, employees and families

who choose to live, work and do business in South Carolina.

This is what we do. Our stories of success are strong. And

they are only growing stronger. So, as we continue to grow,

we must maintain focus.

The purpose of this book is to define what makes the South

Carolina Chamber of Commerce unique, and to provide the

foundation upon which our brand is built — to reaffirm why

we come to work every day. This book should be used as a

foundation for the South Carolina Chamber of Commerce

brand as a whole. It is a starting point, a tool to help us

speak with a unified voice for the Palmetto State’s business

community.

Communications Objectives

Create and communicate value in the South Carolina Chamber to

the business community.

Deliver clear understanding and messaging about the role of the

South Carolina Chamber.

Demonstrate South Carolina Chamber’s broad impact on

improving the business community and business environment in

South Carolina.

Communicate what the needs of businesses are to help them

prosper and grow.

Motivate and give credit to the business community statewide by

promoting the shared accomplishments of the South Carolina

Chamber.

We are the South Carolina Chamber.

We cultivate a “best in nation” business environment in

South Carolina, making South Carolina better for all businesses.

We are effective and influential advocates and agents of positive

change for South Carolina businesses.

We care about all businesses — both large and small.

We are guided by the belief that a “best in nation” business

environment means a better quality of life for all South Carolinians.

Unique Value Propositions

South Carolina Chamber of Commerce Equals Statement

= Champions for South Carolina businesses

In the fast-paced, dynamic world of business, the South

Carolina Chamber of Commerce works tirelessly to cultivate

a “best in nation” climate for business in South Carolina and

those looking to locate here. Led by a team of effective

influencers, the South Carolina Chamber of Commerce gives a

voice to all businesses, large and small, to ensure their success

in an ever-changing regulatory environment. The South

Carolina Chamber of Commerce is the champion for South

Carolina business.

Brand Essence

Brand Franchise Statement

The South Carolina Chamber of Commerce is the leading

statewide organization that champions an extraordinary

business environment so that all businesses can prosper.

Make South Carolina the best place in the nation to

live, work and do business.

Vision Statement

To strategically create and advance a thriving, free-market

environment where South Carolina businesses can prosper.

Mission Statement

The role of the South Carolina Chamber’s communications

is to get business owners and leaders to recognize

the South Carolina Chamber of Commerce as the only

statewide, industry-wide organization whose purpose is to

make South Carolina the best place to live, work and do

business, allowing all businesses to grow and prosper and

all South Carolinians to enjoy a better quality of life.

Role of Communications

leadership

The ability to see beyond the

current state of things to a bigger,

better business future, coupled with

the ability to take others from here to

there. Part communication. Part

strategy. And part motivation.

Core Values

trust

Belief in something you can rely on

to be there when you need it. Trust is

key to mutually beneficial relationships

with other people, businesses, services

and legislators.

community

As the resource for action and the

voice of shared issues, community

gives business a way to coalesce

around issues, interests and pursuits

held in common, for the sake of the

greater good.

belonging

The desire and need to be connected

to a community of people with

common interests and beliefs,

belonging brings to life the idea that

together we can accomplish more.

The SCCC logotype was created using varying weights of Trade Gothic. While you should never try reecreating the logo,

this font family will make a great addition to marketing material used for headlines or other copy. A complementary font

suggestion is to use a serif font like Times New Roman for letters or body copy.

Consistent color use aids in SCCC brand recognition and retention, therefore it is important to use only these approved colors.

The primary logo is used for most all applications, but when space constraints dictate a vertical format,

the secondary logo is used. Tertiary logos do not have the tagline and should only be used when absolutely necessary,

as the tagline defines our role/business.

COLORS

FONTS

PRIMARY LOGO SECONDARY LOGO TERTIARY LOGOS

At the South Carolina Chamber of Commerce, our brand is one

of our most valuable assets — and the consistent presentation

of that brand is critical to our success. If you are reading these

guidelines, you play an important role in helping us maintain

a consistent and unified brand presentation. Please read

through these guidelines carefully and help us ensure they are

followed closely.

Logo Guidelines

PMS 288

CMYK 100, 88, 27, 19

RGB 0, 45, 115

PMS Cool Gray 9

CMYK 55, 47, 44, 11

RGB 119, 119, 122

PMS 193

CMYK 100, 79, 10, 0

RGB 198, 9, 59

BLUE RED GRAY

Trade Gothic Condensed No. 18

ABCDEFGHIJKLMNOPQRSTUVWXYZTrade Gothic Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZTrade Gothic Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Times New RomanABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwx

The SCCC logo needs to be presented consistently each and every time it appears. Therefore, it cannot be

changed or altered in any way. Please DO NOT make any alterations to the logo, as suggested here.

Thank you for adhering to these logo guidelines. By presenting a unified front, the South Carolina Chamber of Commerce brand will be a strong, consistent brand across the state.

To acquire logo assets, contact ___________________ at __________________ or call __-__-___.

DO NOT squish, stretch or distort the logo in any way.

DO NOT place the logo over a complicated background.

DO NOT tilt the direction of the logo.

DO NOT alter the proportions of any logo element.

DO NOT add a drop shadow or other effect to the logo.

DO NOT produce any marketing materials without the logo.

DO NOT move the location of the state icon.

DO NOT change the logo color.

DO NOT try to change fonts or re-create logo.

To help maintain the visual impact of the SCCC logo, keep a minimum clear space around it as indicated by

the X-distance. This space is equivalent to the height of the first two red stripes in the logo icon.

The logo is a key visual element to any SCCC marketing communications and should

always be prominently displayed without being overpowering. Always seek to make

the logo a strong visual anchor to any layout and to avoid making it too small.1” .55”

When needing to place the logo on a solid-color background or photograph, use the one-color, white version of the logo.

CLEAR SPACE

MINIMUM SIZE

REVERSE LOGO LOGO NO-NOS

X

X X

X X

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