contents · 6/1/2016 · reversed logo (white) when a background is too dark to use the primary...

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


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.


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

MISSOURI PARTNERSHIP | BRAND STYLE GUIDE 98 MISSOURI PARTNERSHIP | BRAND STYLE GUIDE

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


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


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


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


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


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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