groton parks & recreation identity guidelines€¦ · each year, we serve tens of thousands of...

JUNE 5TH 2019

VERS. 2.1

GROTON PARKS & RECREATION

IDENTITY GUIDELINES

| GROTON PARKS & RECREATION | IDENTITY GUIDE2


BRAND CORE VALUES

COMMITMENT

GP&R is committed to delivering excellence in programming and services designed to enrich the community.

CONNECTION

GP&R strives to connect neighbors and micro-communities through clear communications, varied scheduling opportunities and convenient access to information about parks, programming and financial aid.

COLLABORATION

GP&R seeks out opportunities to partner with local businesses, leaders, social services and essential service providers to improve community livability by increasing access to affordable, accessible and inclusive programs.

COMPASSION

GP&R strives to unify and strengthen the community by providing equal access to programs and services for all citizens, and by creating opportunities for neighbors to come together in diverse and equitable environments.



VOICE & TONE GUIDELINES

VOICE is what your organization says in a unique and

recognizable way, as you speak to readers across all

communication channels. Groton’s voice is always:

PROFESSIONAL:

The department’s deep commitment to serving the public with excellence is woven through all communications.

ACCESSIBLE:

Direct language, short and impactful sentences and clear calls to action ensure that diverse segments of the community can easily understand the department’s offerings.

POSITIVE:

All messaging, even in challenging circumstances, maintains a core focus on the mission of building up Groton as a happy, healthy, more connected community.

TONE is how your organization speaks to varying audiences.

While voice remains the same, tone can change depending

on the specific audience and purpose. For instance, Groton’s

tone can be:

CONVERSATIONAL:

When sharing messaging on social media to drive excitement about an upcoming event.

MORE FORMAL:

When talking with potential sponsors or municipal stakeholders about value propositions.


FOR ALL COMMUNITY MEMBERS, GROTON PARKS & RECREATION IS A GO-TO RESOURCE FOR AFFORDABLE, INCLUSIVE RECREATIONAL OPPORTUNITIES AND FACILITIES.

As a government entity that serves tens of thousands of

program participants and park visitors annually through free or

low-cost programming, the department is an active force that

enhances Groton’s quality of place; promotes happy, healthy

lifestyles; and serves as a unifying force in the community.

INTERNAL

BRAND POSITIONING STATEMENT


OUR MISSION IS TO BUILD UP GROTON AS A HAPPY, HEALTHY, MORE CONNECTED COMMUNITY.

We do this by offering affordable, inclusive recreational

programming; working with community partners to promote

events and bring services to communities of socio-economic

need; and building and maintaining a thriving system of

accessible parks, trails and recreational facilities.

EXTERNAL

MISSION STATEMENT


GROTON PARKS & RECREATION IS COMMITTED TO BUILDING UP A HAPPY, HEALTHY, MORE CONNECTED COMMUNITY.

Each year, we serve tens of thousands of people through our

affordable, inclusive recreational programming and events;

and through a thriving system of parks, trails and recreational

facilities that include the Shennecossett Golf Course, the

Groton Senior Center and the Groton Community Center.

PRESS RELEASES, EMAILS, ETC.

BOILERPLATE



FOUR PILLARS

We support health and well-being in the community through low-cost, inclusive programming for all ages, a system of parks and trails that support active lifestyles, and essential services like health screenings and affordable meals.

We bring money into the community through recreational programs, park visitors and special events that both serve residents and draw people from surrounding areas.

As a steward of Groton’s parks, trails and public beaches, we are committed to conserving natural resources through tree care, trail maintenance and best practices in the management of open spaces and coastal resources.

We work with community partners to identify need, reach those who can benefit from our services and grow a financial aid program to increase access to our programming. We also strive for inclusion by adapting activities and services, and providing accessible facilities.

HEALTH & WELLNESS

ECONOMIC DEVELOPMENT

CONSERVATION

SOCIAL EQUITY


GROTON PARKS AND REC LOGO

HORIZONTAL LOGO

ON WHITE

ON DARK



STACKED LOGO

ON WHITE

ON DARK



LOGOTYPE

ON WHITE

ON DARK



SIZE & SPACING

On screen: 60 pxOn screen: 60 px

On screen: 150 pxPrint: 1.5”

On screen: 150 pxPrint: 1.5”

MINIMUM SIZEMINIMUM SIZE

SPACINGThere should be enough space around the logo elements for it to breathe.

SPACINGThere should be enough space around the logo elements for it to breathe.

STANDARD / PRINT SIZESTANDARD / PRINT SIZE


COLORS

MAIN LOGO COLORS

PANTONE: 305 C

CMYK : C60 M1 Y3 K0

Web : #6cc0e8

PANTONE: 7691 C

CMYK : C100 M60 Y18 K5

Web : #036091

PANTONE: 375 C

CMYK : C43 M00 Y100 K00

Web : #9fcc3b

LOGO PALETTE

Logos in all file formats and cprint-ready formats have been created. Logos should not be reproduced or recreated.

Please contact [email protected] to receive full package of brand and program logos.


COLORS

BRAND COLORS

PANTONE: 306 C

CMYK : C100 M67 Y42 K28

Web : #13465e

PANTONE: 303 C

CMYK : C100 M75 Y50 K58

Web : #022537

PANTONE: 305 C

CMYK : C60 M1 Y3 K0

Web : #6cc0e8

PANTONE: 2975 C

CMYK : C40 M0 Y15 K0

Web : #a2d4d9

PANTONE: 376 C

CMYK : C58 M15 Y100 K0

Web : #87a951

PANTONE: 1495 C

CMYK : C0 M45 Y85 K0

Web : #eb9b51

PANTONE: 113 C

CMYK : C1 M5 Y78 K0

Web : #fde670

PANTONE: 7691 C

CMYK : C100 M60 Y18 K5

Web : #036091

PANTONE: 375 C

CMYK : C43 M00 Y100 K00

Web : #9fcc3b

MAIN COLOR PALETTE

Logos in all file formats and cprint-ready formats have been created. Logos should not be reproduced or recreated.

Please contact [email protected] to receive full package of brand and program logos.

SOCIAL EQUITY

SECONDARY PALLETTE


PROGRAMS

PROGRAM LOGOS

4TH OF JULY PARADE

CELEBRATION ON THE THAMES

SMALL BOAT DAY

SUMMER SOUND WAVES CONCERTS


BRAND FONTS

TYPOGRAPHY

HELVETICA NEUE LT STD 75 BOLD

HELVETICA NEUE LT STD 77 BOLD CONDENSED

HELVETICA NEUE LT STD 45 LIGHT

HELVETICA NEUE LT STD 25 ULTRA LIGHT

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890



MOOD BOARDGROTON MOOD BOARD R2


SAMPLES OF BRANDING COLLATERAL

The brand collateral is the collection of media used to promote and support Groton Parks and Recreation. The materials are tangible and represent the brand and are designed congruent with Groton Parks and Recreation’s core values and personality.

BRAND COLLATERAL

PREMIUM ITEMS

THANK YOUGROTONREC.COM

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