BRAND STANDARDS UPDATED December 2015 Table of Contents

Home , Kerning

Tag Line & Headline Options...... 3

Logo...... 5

Colors...... 6

Fonts...... 7

Font Size...... 8

Background Art...... 9

Responsible Gaming Tag...... 10

Social Media Icons...... 11

Print...... 12

Collateral...... 17

Out-of-Home ...... 19

Corporate Identity...... 22

BRAND STANDARDS 2 Tag Line & Headline Options

TAG LINE The Meadows tag line, “THE ONE. THE ONLY.”, is used following the body copy and should be written in all-caps.

THE ONE. THE ONLY.

TAG LINE The tag line can also be used as a stand-alone piece left-aligned to the “4 Suits” line. THE ONE THE ONLY

BRAND STANDARDS 3 Tag Line & Headline Options

HEADLINES The following are approved headlines used in brand advertising. Phrases are separated using the “4 Suits” line. THE BIGGEST ACTION THE NEWEST GAMES GAMBLING DONE RIGHT THE HIGHEST LIMITS THE BIGGEST JACKPOTS DO WE TAKE ANY BET YOU BET NOBODY PAYS OUT MORE

BRAND STANDARDS 4 Logo

ALL LOGOS (EXCLUDING SECONDARY LOGO USED ON TANGIBLE GOODS) NEED AN “SM” UNTIL RECEIVING COPYRIGHT APPROVAL STANDARD LOGO Used on dark and light colored background.

SECONDARY LOGO SECONDARY LOGO (TM) Used on tangible goods (T-shirts, hats, product Used on light colored background giveaways, etc.) until receiving copyright approval

SECONDARY LOGO SECONDARY LOGO Used on Out-of-Home Used on Out-of-Home (no ‘wings’ based on layout/space)

BRAND STANDARDS 5 Colors

PRIMARY COLORS For use on all text and graphic treatments

C0 M100 Y100 K0 R237 G28 B36 PANTONE 485 C C0 M0 Y0 K50 R147 G149 B152 PANTONE COOL GRAY 7 C

C0 M0 Y0 K0 R255 G255 B255

PRIMARY BACKGROUND COLOR PRIMARY NEWSPRINT BACKGROUND COLOR For use on all creative For use on all newsprint creative

C50 M50 Y50 K100 R0 G0 B0 C0 M0 Y0 K100

BRAND STANDARDS 6 Fonts

Primary Font – Headlines & Footers: HouseGothic LightTwo All Caps set to Optical Kerning ABCDEFGHIJKLMNOPQRSTUVWXYZ • 1234567890

Primary Font – Sub Headline: Hemmet Regular Title Case set to Optical Kerning abcdefghijklmnopqrstuvwxyz

Secondary Font – Body Copy: Helvetica Neue Condensed Set to Optical Kerning - Use Helvetica Neue Bold Condensed All-Caps for Added Emphasis AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz • 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ • 1234567890

Disclaimer Font: Helvetica Neue Medium Condensed All Caps set to Optical Kerning ABCDEFGHIJKLMNOPQRSTUVWXYZ • 1234567890

Serpentine Bold Oblique

Futura Bold Oblique

BRAND STANDARDS 7 Font Size

When copy is the main focus of the ad, the headline should be When a photo is the main focus of the ad, the headline should be about 100 points and the body copy should be at least 22 points. about 75 points and the body copy should be at least 13 points.

Both examples are based on a 7.875" x 10.125" ad. Font size should be adjusted in relation to the size of the ad.

BRAND STANDARDS 8 Background Art

The following are approved backgrounds for use on all materials. Suits #1 Slots Racing

Suits #2 Bowling

BRAND STANDARDS 9 Responsible Gaming Tag

RG Tag is always written in Helvetica Neue Medium Condensed, All-Caps, with no period: GAMBLING PROBLEM? CALL (800) 848-1880

RG tags on print and collateral should be at 2% of the longest side

10" x 13"

2% of 13" = .26" or 18.72 pt

2% of 10" = .02" or 14.4 pt

10" x 2"

OOH RG tags should be at 5% of the height always

48" x 14" at 1:12 Scale

5% of 14" = .7" or 50.4 pt

BRAND STANDARDS 10 Social Media Icons

The following artwork should be used in reference to social media.

BRAND STANDARDS 11 Print

HouseGothic LightTwo

C0 M0 Y0 K0

Helvetica Neue Condensed

C0 M0 Y0 K0

Helvetica Neue Bold Condensed

C0 M100 Y100 K0

Primary Logo

HouseGothic LightTwo Helvetica Neue Medium Condensed C0 M0 Y0 K0 C0 M0 Y0 K50

BRAND STANDARDS 12 Print

Brand Print

BRAND STANDARDS 13 Print

Promotional Print Entertainment Print

BRAND STANDARDS 14 Print

Food & Beverage Print

BRAND STANDARDS 15 Print

Vibe Print

BRAND STANDARDS 16 Collateral

Brand Signage Informational Signage

BRAND STANDARDS 17 Collateral

Promotional Signage

BRAND STANDARDS 18 Out of Home

Secondary Out-of-Home Logo

Helvetica Neue HouseGothic LightTwo HouseGothic LightTwo Medium Condensed

C0 M0 Y0 K0 C0 M0 Y0 K0 C0 M0 Y0 K50

BRAND STANDARDS 19 Out of Home

Brand Out-of-Home

Promotional Out-of-Home

BRAND STANDARDS 20 Out of Home

Entertainment Out-of-Home

The Carvery Out-of-Home

BRAND STANDARDS 21 Corporate Identity

Business Cards (3.5" x 2")

Casino Host Slots Table Games

Racing Bowling Back of Card

BRAND STANDARDS 22