Brand Style Guide

PHL: Modern Renaissance City November 2012 Typography - Sans 1.8

Avant Garde PHLCVB’s primary family for use on all branded marketing ABCD ABCD and communications tools. All header text and primary message should be set in Avant Garde whenever possible.

Please consider type weight and the balance of display typography ABCD ABCD in relation to other elements within an application.

Avant Garde Extra Light Avant Garde Book ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789

Avant Garde Medium Avant Garde Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789

Philadelphia Convention & Visitors Bureau October 2012 10 Typography - Serif 1.9

Hoefler Text PHLCVB’s serif typeface family for use on all branded marketing ABCD ABCD and communications tools. should be used only for body copy, captions and credits. Hoefler Text should never be used for headline or display copy.

Please consider type weight and ABCD ABCD the balance of display typography in relation to other elements within an application.

Hoefler Text Roman Hoefler Text Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789

Hoefler Text Bold Hoefler Text Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789

Philadelphia Convention & Visitors Bureau October 2012 11 Color Pallete - Primary 1.10

Primary Pallete These selected colors are used to help define and distinguish the brand. They are for use in marketing collateral and online applicaitons.

The primary pallete are the PMS 3135 U PMS 185 U PMS 2425 U only colors designated for CMYK 100/0/27/1 CMYK 0/81/54/0 CMYK 38/84/2/2 use in the logo. RGB 0/146/172 RGB 236/79/97 RGB 150/81/130 HTML 0092AC HTML EC4F61 HTML 965182 Color Formats

Pantone: professionally printed applications (ex: business collateral, marketing materials)

CMYK: in-house printed applications (ex: press releases, one-sheets) PMS 3965 U PMS Cool Gray 3 UP PMS Black 3 U RGB: on-screen applications CMYK 6/1/96/0 CMYK 7/4/6/14 CMYK 58/43/74/54 (ex: powerpoint presentations) RGB 237/225/0 RGB 197/198/196 RGB 89/92/89 HTML EDE100 HTML C5C6C4 HTML 595C59 HEX#: online applications (ex: website)

Philadelphia Convention & Visitors Bureau October 2012 12 Color Pallete - Secondary 1.11

PMS 642 UP PMS 5665 UP PMS 458 U PMS 213 U PMS 7408 U PMS 114 UP CMYK 14/3/2/0 CMYK 16/2/14/3 CMYK 6/11/90/10 CMYK 0/87/10/0 CMYK 0/31/91/3 CMYK 0/9/93/0 RGB 202/217/229 RGB 195/205/192 RGB 209/187/101 RGB 230/83/133 RGB 233/149/38 RGB 255/220/82 HTML CAD9E5 HTML C3CDC0 HTML D1BB65 HTML E65385 HTML E99526 HTML FFDC52

PMS 551 U PMS 3278 UP PMS 104 U PMS 226 U PMS 158 U PMS 109 UP CMYK 32/3/10/2 CMYK 82/0/52/0 CMYK 14/13/96/26 CMYK 2/94/2/0 CMYK 0/51/84/0 CMYK 0/14/96/0 RGB 153/192/204 RGB 0/157/127 RGB 153/139/57 RGB 215/68/135 RGB 233/128/79 RGB 255/199/2 HTML 99C0CC HTML 10B197 HTML 998B39 HTML D74487 HTML E9804F HTML FFC702

PMS 5493 UP PMS 329 U PMS 377 UP PMS 227 U PMS 1665 U PMS 124 U CMYK 43/4/16/16 CMYK 99/6/57/27 CMYK 43/3/96/20 CMYK 18/88/4/3 CMYK 0/63/95/0 CMYK 2/30/98/10 RGB 122/161/168 RGB 28/111/106 RGB 113/140/63 RGB 176/69/121 RGB 223/103/76 RGB 222/150/49 HTML 7AA1A8 HTML 1C6F6A HTML 718C3F HTML B04579 HTML DF674C HTML DE9631

PMS 5473 UP PMS 5463 U PMS 356 U PMS 2623 U PMS 186 U PMS 1255 U CMYK 72/27/37/16 CMYK 95/47/48/45 CMYK 80/3/93/17 CMYK 57/86/4/5 CMYK 1/91/72/3 CMYK 6/28/100/25 RGB 77/110/118 RGB 55/74/82 RGB 54/122/82 RGB 116/84/123 RGB 205/80/94 RGB 167/130/61 HTML 4D6E76 HTML 374A52 HTML 367A52 HTML 74547B HTML CD505E HTML A7823D

Philadelphia Convention & Visitors Bureau October 2012 13 Color Pallete - Secondary 1.12

PMS Black U PMS Black 7 U PMS 448 U PMS 7540 UP PMS 434 U PMS Cool Gray 1 U CMYK 0/0/0/100 CMYK 58/53/60/15 CMYK 31/34/88/57 CMYK 57/45/38/9 CMYK 5/9/6/8 CMYK 4/3/7/7 RGB 85/81/80 RGB 108/106/104 RGB 108/104/87 RGB 109/112/118 RGB 212/201/201 RGB 226/225/220 HTML 555150 HTML 6C6A68 HTML 6C6857 HTML 6D7076 HTML D4C9C9 HTML E2E1DC

PMS Black 6 UP PMS Cool Gray 10 U PMS 4635 UP PMS 7531 UP PMS Cool Gray 2 U PMS Warm Gray 1 U CMYK 86/69/43/57 CMYK 26/16/9/43 CMYK 28/55/74/19 CMYK 14/23/33/46 CMYK 4/3/7/9 CMYK 2/3/7/8 RGB 81/86/95 RGB 127/129/132 RGB 150/115/96 RGB 136/125/116 RGB 212/212/208 RGB 229/224/217 HTML 51565F HTML 7f8184 HTML 967360 HTML 887D74 HTML D4D4D0 HTML E5E0D9

PMS Black 3 UP PMS Cool Gray 7 U PMS 546 U PMS 7530 UP Secondary Pallete CMYK 58/43/74/54 CMYK 20/11/12/30 CMYK 90/49/47/44 CMYK 9/16/22/26 These selected colors are used RGB 89/92/89 RGB 152/153/155 RGB 68/82/91 RGB 172/159/149 to help define and distinguish HTML 595C59 HTML 98999B HTML 44525B HTML AC9F95 the brand. They are for use in marketing collateral and online applicaitons.

The secondary pallete is NOT PMS Black 4 U PMS Cool Gray 4 U PMS Cool Gray 11 UP PMS 7529 UP designated for use in the logo. CMYK 35/46/82/57 CMYK 7/4/6/19 CMYK 30/17/8/53 CMYK 6/12/19/19 RGB 99/90/82 RGB 181/182/182 RGB 117/119/123 RGB 192/180/170 HTML 635A52 HTML B5B6B6 HTML 75777B HTML C0B4AA

Philadelphia Convention & Visitors Bureau October 2012 14 PHL Introduction 5.0

The Philadelphia narrative is a tool to provide compelling messaging and impressions about the Philadelphia experience.

The PHLCVB and a multitude of Philadelphia organizations communicate with thousands of people to inspire a visit to Philadelphia. What do you tell people to compel them to visit? Why are we a “must visit” destination? What is the Philadelphia experience and how will Philadelphia enrich their lives and create lasting memories?

Philadelphia is not a single message nor a single image. We are many experiences.

We must tailor our message to the variety of people that may choose to visit Philadelphia based on their preferences and cultural differences. A global message speaks to all people.

Our narratives are our stories, images, impressions and experiences that conjure imagination of a meaningful and memorable time in Philadelphia, an experience that only Philadelphia can create.

The Philadelphia narrative is drawn from interviews, inquiry, observation and work sessions securing experiential feedback with hundreds of Philadelphia residents, visitors and students, both domestic and international.

Philadelphia Convention & Visitors Bureau October 2012 01 The PHL Narrative 5.1

Freedom, Democracy A vibrant and celebratory energy (Philadelphia is home to University friendly and host monthly First and America fills the streets with innovative of , Drexel University Friday celebrations. Expressive The American Dream was shops, a world-class culinary and Temple University, among fashion designers and cutting- founded in Philadelphia through culture, international and local others) the entrepreneurial spirit is edge retailers like Urban Outfitters the prowess of courageous and arts and music scene, and a strong and passionate. This culture are experimenting and launching entrepreneurial visionaries. nightlife that moves through creates a great host city for various new concepts. the city with ease. conventions and meetings. They crafted the model for modern Cultural festivals like the Odunde day democracy that inspires Innovation and Education The city is teeming with Festival highlight the city’s diverse people globally to embrace the Philadelphia is an incubator of collaboration between tech, heritage, the Philadelphia Live Arts power of their individuality and our ideas and initiative. design, science and the arts Festival + Philly Fringe launches human potential. fueled by the accessible culture annual performances on the Innovation and education have between the education, business edge, while Broadway shows and Philadelphia is home to iconic been at the heart of both the and public communities. This the lead places such as Independence Philadelphia and American convergence is attracting the Avenue of the Arts. Hip Hop, Hall, the birthplace of the U.S. stories. Ben Franklin, the iconic international businesses and , R&B, Neo Soul, Latin and Pop Constitution, where ideas were Philadelphian, led early American students that choose to study in a are at the core of Philadelphia led manifested and actions taken that innovation, creating the first city that has put an emphasis on by bands such as , the sparked the American experiment university, hospital, zoo and quality of life. house band on Late Night with and forever changed the world. newspaperwhile discovering Jimmy Fallon. electricity on his days off. Creative Spirit Here, the old stands with the Rated as America’s #1 City The , sitting new with a diversity of great America’s founders drafted the for Culture by Travel + Leisure, along the Parkway with the architecture telling the American U.S. Constitution and signed the Philadelphia’s art, music, film, Philadelphia Museum of Art story. The past resides deeply in Declaration of Independence design, fashion, performance and and , places the story of independence, in Philadelphia. This heritage of culinary energy is thriving. Philadelphia as one of the premier invention, contradiction and invention continues in this Smart art destinations in the world. resilience, as told by the story City, with innovations such as the Only 75 minutes from , of the President’s House. design of the sustainable business Philadelphia has become the Outdoor Life and Sports campus transformed from the “now” place where young artists With the largest city-owned Philadelphia is the city that Navy Yard. collaborate toinnovate everything urban park system in the world, represents the American values from food to fashion, creating a Philadelphia is the greenest of freedom. It is the place where The Philadelphia region renaissance environment. city in America. ideas meet courage and intellect leads the in meets ingenuity to design a Life Sciences research and International artists are drawn to Endless adventure trails, riverfronts, modern day renaissance city. development resulting in engage with Philadelphia’s bicycling and neighborhoods Multicultural, open, beautiful and numerous bioengineering arts phenomenon, the largest are woven through the city unlike modern, Philadelphia IS America. startups. With the second-largest such community art initiative in the anywhere in the US. university population in the U.S., world. Art galleries are accessible,

Philadelphia Convention & Visitors Bureau October 2012 34 The PHL Narrative 5.2

Picturesque Boathouse Row, Vibrant Street life shops are easily accessible with a 13th Street, high-end retailers where the universities’ team Neighborhoods are the fabric short walk or subway ride from the on Walnut Street or boutiques compete on the river, sits below of Philadelphia. Pennsylvania Convention Center. in Old City. the Benjamin Franklin Parkway, lined with the internationally Intimate, well-lit streets provide Public art is way of life in University City also offers renowned Philadelphia Museum the adventure of discovery in Philadelphia with more than exceptional stores. Visitors can of Art, The Barnes Foundation and city that is easy to navigate. 3,500 , sculpture and discover great finds on fashion, art, Rodin Museum. The river, parks Quintessentially American with mosaic integrated into the gifts and home goods, compared and trails are vibrant with activity. a European flavor, Center City landscape. From small village to New York. The King of Prussia Take a short drive to explore is walkable from river to river -like streets with historical Mall, boasting more retail space Valley Forge National Historical and beyond. churches and homes, to modern than any other U.S. mall and top Park and observe the remarkable day piazzas, skyscrapers and brands, is only a short drive away. Nightlife throughout the city is alive flora at Longwood Gardens. grand open space, Philadelphia‘s and vibrant into the late hours. personalities emerge as you The BYOB (bring your own With nine professional sports wander. bottle) dining experience is a While famous for the teams, four state-of-the-art Philadelphia treasure, and allows (gotta have one), Philadelphia arenas, numerous annual events, Accessible and Friendly patrons to bring their own bottle is known for an endless variety including the Philadelphia Mara- Philadelphia is charming. Walk of wine, making high dining an of creative food destinations in thon, a cycling race and regattas, everywhere. Bicycle anywhere. economical pleasure. every neighborhood with unique and a community that loves a Taxi anywhere. restaurants, bars, cafés and food Philadelphia was founded good game, Philadelphia is the trucks at every turn. Fourteen friendly neighborhoods on the Quaker principles, so country’s best city for taking in a merge through the city and offer social equality is in our DNA! sporting event. The district at the Avenue unique parks, gardens, quaint of the Arts glows with hotels, Family-friendly attractions City streets are tree-lined and restaurants and coffee shops. No restaurants and performance are around every corner. surprisingly intimate, all leading to matter your age, you’ll feel like you venues. Small theatre and music The warm and friendly signature parks that define each live here after a comfortable and venues are tucked throughout the Philadelphia community neighborhood. Parks are safe, with manageable experience. city and region. High design to embraces diversity and activities part of the daily life of the vintage shopping expresses the Valued as accessible, affordable welcomes travelers with people and families who come to creative culture of Philadelphia. and with endless tourism and families and new residents relax, eat, play and stroll. Walking north through the travel amenities, Philadelphia seeking to build careers in Passionate about preservation and courtyard of the largest city hotels provide accommodations this accessible city. a clean environment,Philadelphia hall in the country appears the from quiet and luxurious to hip leads the United States in a Green Convention Center District with and happening. Highly rated for City culture. the oldest art school and museum its retail experience, Philadelphia in the country. Hundreds of offers tax-free shopping throughout restaurants, bars, museums and Center City at unique shops along

Philadelphia Convention & Visitors Bureau October 2012 35 The Logo 5.3

Accessibility The identity must always have good contrast with the back- ground to ensure maximum and accessibility.

Registered Trademark The PHL logo is a registered trademark and may only be used with permission of the PHLCVB Marketing department.

Philadelphia Convention & Visitors Bureau October 2012 36 Clear and Minimum Space 5.4

In order to maximize its visual presence, the logo requires a surrounding area clear of any other graphic elements or text

This zone should be no less than the cap height of the letters in the logotype, as noted as the ‘x’ spacing.

The recommended minimum clearance is to insure legal protection and optimum legibility of the PHL logotype.

This minimum spacing guideline will help give the logo clarity and presence on many different applications and formats.

Alternative sizes Minimum Height .5 inches The logo is reduced or enlarged proportionately to accommodate alternative sizes. It must never be compressed or expanded but always scaled up or down in proportion.

To proportionately scale the logo, hold the “shift” key on your keyboard while scaling.

Philadelphia Convention & Visitors Bureau October 2012 37 Logo Dont’s 5.5

Incorrect Logo Usage The new logo has been developed to provide flexibility for a variety Do not recolor the Do not add any of designs and media. Always logo. Use only the effects, such as drop use the approved digital art. Logo approved assets. shadow, to the logo should never be recreated, reset or recolored.

Please refer to the asset matrix on pages 36 and 37 for all of the approved logo variations.

Do not rotate the logo Do not stretch or condense the logo.

Philadelphia Convention & Visitors Bureau October 2012 38 Logo Usage 5.6

Proper Logo Usage The new logo has been developed to provide flexibility for a variety of designs and media. Always use the approved digital art. Logo should never be recreated, reset or recolored.

Please refer to the PHLCVB color palette on pages 12 - 15 for all of the approved logo colors. solid image w/ knockout

knockout on solid knockout over image solid with image

Philadelphia Convention & Visitors Bureau October 2012 39 Co-branding 5.7

Philadelphia Convention & Visitors Bureau October 2012 40 Co-branding Options 5.8

Philadelphia Convention & Visitors Bureau October 2012 41 Helpful Information 6.0

Philadelphia Convention & Visitors Bureau October 2012 01 Readability & Best Practices 6.1

Marketing & Branding Further Information Printer Information Department Marissa Feldman Recommended printer The PHLCVB Marketing & Senior Marketing + for business collateral and Branding Department provides Branding Manager marketing materials: advice and guidance on print, web and multi-media design. Philadelphia Consult Branding Manager Convention & Visitors Bureau for recommended printer. They can recommend graphic artists, production companies, 1700 Market Street, Suite 3000 photographers and printers, Philadelphia, PA 19103 who are familiar with PHLCVB’s. P 215-636-3341 F 267-479-6341 E [email protected]

www.discoverPHL.com

Philadelphia Convention & Visitors Bureau October 2012 43 Useful Informaiton 6.2

Designing accessible Type size Word spacing, letter spacing The background color should communications can present Our recommended minimum & horizontal scaling be as dark as possible. White a real challenge. size for body copy is 10 point. Changing the spacing between copy reversed out of a very dark Accessible print needs to be visu- However, if appropriate to the letters or words and altering the color should only be used with a ally interesting to draw a reader to targeted audience, smaller proportion of the letters (horizontal minimum amount of text. Attention it and legible for people with sight are permissible. scaling) are oftenused to fit more should be paid to type size and problems and learning difficulties. text on to a line. This should be very light weights of type to ensure People with sight problems and Capital letters avoided as too little or too much copy is always legible. learning difficulties are often Setting text in large amounts of space can make text illegible. marginalized by design with capital letters can be harder to Copy on images the production of bland and read than lowercase letters. Alignment Setting text on an image can uninteresting designs. Left aligned text with a ‘ragged’ make it difficult to read. The back- Italics right hand margin is the most ground must always be even in In reality, it is impossible to These should be treated in a simi- legible as it is easier to find the tone with excellent contrast and design something that is lar way to capital letters. Many par- start and finish of each line. should be digitally retouched, accessible to everyone. tially sighted people can find them if necessary. However, we must aim to make difficult to read so they should be The spaces between each word our communications accessible used minimally. Using bold copy or are also equal. Design to as many people as possible, a strong color to add emphasis is Accessible design is clean, while also being creative and a good alternative. Contrast simple and uncluttered with visually stimulating. There should always be high tonal good visual navigation. Leading contrast between the text and Leading (or line spacing) is the the background it is printed on. space between one line of type Contrast is greatest when dark and the next, measured from colors are combined with very baseline to baseline. If leading pale colors. is too narrow or too wide, the text will be difficult to read. As a basic Reversed type should be kept to rule, the leading should be a a minimum as it is harder to read. minimum of 2 point sizes larger It is best used for headlines or than the type size. design elements and should be avoided in body copy.

Philadelphia Convention & Visitors Bureau October 2012 44 1700 Market Street, Suite 3000 Philadelphia, PA 19103

T 215 636 3300 F 215 636 3327 www.discoverPHL.com