DESIGN & COMMUNICATIONS STYLE GUIDE v 1.0 2 INTRODUCTION 3 CREATIVE MESSAGING 32 CONTENTS The story 4 The creative message 33 Why experience matters 5 Creative messaging & structure 34 The macro approach 7 Brand mantra 9 AUDIENCE PROFILES 35 Keywords 11 Introduction 36 Audience 1: Nature lovers 37 LOGO 13 Audience 2: Memory makers 38 The logo 14 Audience 3: Mellow vacationers 39 Clear space & minimum size 15 Audience 4: Knowledge seekers 40 Logo suite 16 Audience 5: New Canadians 41 Incorrect logo usage 18 ETB and the County logo 19 EXECUTABLES 42 ETB and the County star 20 Banner stands 43 Advertorial 44 TYPOGRAPHY 21 Truck 45 Font 22 Envelope 46 Text styles 23 Table cloth 47 Adventure Passport 48 COLOUR 25 Website 49 Palette 26 GRAPHIC ELEMENTS 27 Photography 28 Framing 29 Camo 30 Icons 31 3 154 WORDS ONE STORY 4 Explore The Bruce (ETB) is our visitor invitation. layered limestone that is 4,000 years old. Even our 45.oºN 81.3oºW is our planetary street address. And tarts are unique – if we describe them as jammed with this unique expression of location sets the stage; the strawberries picked fresh four minutes away. We don’t reward of every visit should be an equally unique use any old pails for beach castles – we use three-litre experience. You can find rivers anywhere – ours are pails to make the best turrets. You don’t just scuba dive home to 30,000 steelheads. Our bike trails often cover in clear water here – you explore 18 shipwrecks. The point is simple: Curiosity fuels exploration. Every moment here has that potential. When we reveal that potential in a unique way, visitors Explore the Bruce. 5 WHY EXPERIENCE MATTERS 6 As people experience life, they become connoisseurs Explore The Bruce is our invitation to visitors and of the experiences that matter to them. They begin residents – a program that integrates experiences and to seek experiences and cultures that resonate with promotes multi-site adventures. There is an experience their personal identity to sustain and advance their for everyone here and our target audiences will make attitudes, values, world view and sense of self. their own connections. It becomes an emotional bond with our county, and that’s why every Bruce experience Bruce County is known for its specialty local has the potential to last a lifetime. businesses, distinctive community cultures with different blends of amenities, and the rugged natural environment. Bruce County is a place to explore, to be, to experience, to stay, to live. It is a place that is felt with the heart. It is the place that creates a smile that grows from within. 7 THE MACRO APPROACH BRUCE COUNTY County The role of the County is to cast a wide net, positioning the region, creating awareness at the broader level, facilitating outreach and filtering opportunities. Additionally, the Municipal MUNICIPALITY County will act in a leadership The municipalities are to work at capacity by administering the ensuring the community is ready overall strategy. for business, selling their communities’ business brand, managing recruitment tools and supporting local leaders. Local LOCAL LEADERS leaders 8 Local leaders need to work to foster a business culture with ambassadors on the ground, nurturing and guiding new and current business opportunities. For our Economic Development Strategy BRUCE COUNTY The role of the County is to cast and the Explore the Bruce program to be a wide net, positioning the region, creating awareness at the broader successful, it requires the involvement level, facilitating outreach and filtering County of the County, municipalities, business opportunities. Additionally, the County will act in a leadership capacity by groups and local entrepreneurs. administering the overall strategy. This macro approach acknowledges that Municipal MUNICIPALITY The municipalities are to work at there is hidden leadership potential in ensuring the community is ready for business, selling their communities’ our communities that need support and business brand, managing recruitment resources to materialize. By harnessing tools and supporting local leaders. Local this potential, we will see meaningful leaders LOCAL LEADERS and significant changes on the ground Local leaders need to work to foster a business culture with ambassadors on in all of our communities. the ground, nurturing and guiding new and current business opportunities. For effective and positive outcomes, all gears need to be moving forward. To be successful, collaboration is needed between the County, municipalities and local leaders. There are no shortcuts to success—both private and public sector efforts are needed. Each participant has an equally essential role to play. 9 THE BRAND MANTRA 10 Be the guide: engaged, inclusive, welcoming. Inspire curiosity, nurture exploration, celebrate discovery. 11 KEYWORDS 12 Experience Feeling Place explore freedom rugged discover peaceful accessible reveal playful depth authentic unlimited terrain historic curious Canadian surprising joyful scenic Note: Also see The Bruce County Brand Guide for more ideas. 13 THE LOGO 14 LOGO: LOGO VERSIONS STANDARD LOGO The standard version of the ETB logo should be used in corporate applications and in communications with suppliers. URL LOGO The URL logo version should be used in all marketing applications. 15 LOGO: To ensure maximum visual impact, keep the logo clear of competing text, busy images and graphics. CLEAR SPACE Give the logo space on all sides equal to the height of the letter ‘e’. LOGO: To ensure proper reproduction, the minimum size for all versions of the Explore the Bruce logo is 0.75” wide MINIMUM SIZE for print and 50 px for online applications. Print: Digital: 0.75” 50px 16 LOGO: LOGO SUITE STANDARD LOGO FULL COLOUR The full colour suite of the standard logo consists of positive and negative versions. Positive Negative White Negative PMS 540 Positive GREYSCALE, BLACK & WHITE The standard logo is available in black, white and greyscale versions. Greyscale Positive Greyscale Negative Black Positive White Negative 17 URL LOGO FULL COLOUR The full colour suite of the URL logo consists of positive and negative versions. Positive Negative White Negative PMS 540 Positive GREYSCALE, BLACK & WHITE The URL logo is available in black, white and greyscale versions. Greyscale Positive Greyscale Negative Black Positive White Negative 18 LOGO: The consistent application of the standard and URL logos is essential for building and maintaining brand identity. The logo should never be altered or redrawn in any way and only approved digital INCORRECT artwork should be used in documents and on the web. While not an exhaustive list, the examples USAGE here illustrate some incorrect uses to avoid. DO NOT add text or DO NOT skew the logo DO NOT change the elements to the logo colour of the elements of the logo this summer DO NOT move or adjust DO NOT change the fonts DO NOT adjust the size or portions of the logo used in the logo proportions of the logo 19 LOGO: It’s so much more than a star. It’s your first impression. It represents your best memory. It guides us all home. Explorers quantify where they are and what they discover. Use numbers to support different forms ETB AND THE of brand-based communications. Just don’t mess with the logo longitude and latitude. The Bruce County COUNTY LOGO masterbrand, either in the full logo form or the star, should always be present on ETB marketing materials as the ‘signature’ or a ‘stamp of approval’ that tells the audience that this is a Bruce County product. WITH THE BRUCE COUNTY LOGO 1024px browser MAPS + GUIDES ADVENTURE PASSPORT Contact | 1-800-000-0000 Do Stay Food Shop Events Places 2017/2018 BEST OF This is where exploring is like breathing. Discover unplugged wonders to wander freely in uncommonly close proximity. THE BRUCE And all it takes to get planning is a click through this website. BRUCE COUNTY, ONTARIO Lorem ipsum dolor sit amet THE ALL-IN-ONE- ADVENTURE PLANNER Water Trail Cli Table As the ‘Bruce’ name is equally prominent and similarly used in both the ETB and Sport Tours Camp Beach masterbrand logos, it is recommended not to Try the Exploromatic have them appear at the same time or on the Activity Season Town Submit same side of a surface. Chat As a print example, position the ETB logo on the front cover of a multipage document and Booklet front and back cover Website include the Bruce County logo on the back cover. As an online example, position the ETB logo at the top of the website and the Bruce County logo in the footer. 20 LOGO: The star from the Bruce County logo is a symbol of calling explorers home. Ideally we want audiences to see it and think of “Bruce County”. The simplicity of the shape will lend it to being used with almost ETB AND THE all ETB materials. By using the star as much as possible, the Bruce County brand will reach audiences COUNTY STAR through the sub-brands as well as the primary brand. WITH THE BRUCE COUNTY STAR So what will you discover in Bruce County? Lorem ipsum dolor sit alor telum ameamet meloras, consectetur beside adipis cing elit. Nulla quis consectetur ex purivi. Nullam posuere faucibus massa, et commodo el a neque suscipit nec. HECTARES VIVAMUS FEUGIAT Nam eu leo dignissim Vivamus nec felis enim. Relaxed strokes massa fermentum cursus. Suspendisse euismod Nullam ultrices consect eget lacus sit amet to spinning strokes. imperdiet risus, nec elementum. Aliquam sed imperdiet dui feugiat sem at nibh faucibus FATHOMS malesuada. Etiam aliquam Maecenas lorem diam, maximus ac sed nisl. Cras map odio felis, eget aliquam est elementum vitae malesua- consequat nunc orci, sed tempus id. Etiam maximus da eu, ultrices ac ex.