Style Guide 2021 TABLE OF CONTENTS BRAND POSITION 4 FAMILY OF MARKS 17 Mission Statement 5 Tournament of Roses® 19 Vision Statement 5 Rose Parade® presented by Honda 21 Core Values 5 Rose Bowl Game® presented 25 by Northwestern Mutual OFFICIAL TRADEMARKS 6 USAGE 27 Social Media Platforms 7 Clear Space 28 TYPOGRAPHY 8 Minimum Sizing 29 Gotham 9 Incorrect Logo Application 31 Copperplate 10 Sloop Script 11 COLOR PALETTE 12 Primary Color Palette 13 Secondary Color Palette 14 Sponsorship Color Palette 15 2021 Rose Parade Theme Color Palette 16 3 2021 Brand Position BRAND POSITION MISSION STATEMENT CORE VALUES As a volunteer driven, non-profit organization the Tournament of • Striving for excellence in everything we do Roses Association brings people together to create premier events • Respecting the Tournament of Roses heritage and entertainment celebrating the New Year. The Tournament of Roses enriches the lives of the many people and organizations it touches by • Being innovative and inspirational providing satisfying, meaningful and rewarding experiences. • Practicing teamwork with passion, commitment and enthusiasm VISION STATEMENT • Promoting volunteerism, diversity and community support • Operating with honesty and integrity The Tournament of Roses will: • Bringing people together • be a globally admired New Year’s celebration whose combined event audience is the largest in America. • Having fun! • be respected as a vital community organization that provides significant economic benefits throughout the Southern California region and for participating in athletic conferences. • combine a compelling vision of excellence with financial vitality and independence. • serve as an inspiration and model for other volunteer and non-profit organizations throughout the world. 5 2021 Official Trademarks OFFICIAL TRADEMARKS TRADEMARKS SOCIAL MEDIA PLATFORMS The Pasadena Tournament of Roses Association has protected and Follow Rose Parade and Rose Bowl Game on Facebook, Twitter, and controlled the use of its Rose logo and word marks since 1974, and has Instagram for the latest news and behind-the-scene action. Share your registered its identifying marks with both the U.S. Patent and Trademark posts with us by using #RoseParade and #RoseBowl. Office and the California Secretary of State. Usage of the Pasadena Tournament of Roses’ logos and marks must be approved in writing by the Pasadena Tournament of Roses Association. Below is a list of legally protected marks associated with the Pasadena @roseparade @roseparade @rose_parade Tournament of Roses Association. The first appearance of each word mark in @rosebowlgame @rosebowlgame @rosebowlgame a document must be accompanied by a ® (superscript registration symbol) registration symbol positioned at the end of each word mark. • America’s New Year Celebration® • Pasadena Tournament of Roses® • Rose Bowl® • Rose Bowl Game® • Rose Parade® • Rose Queen® • The Granddaddy of Them All® • Tournament of Roses® • Rose logos, as set forth on these pages 7 2021 Typography TYPOGRAPHY Three primary typefaces have been selected to provide variety, consistency and legibility on all Pasadena Tournament of Roses communications. BOLD & ITALICS While there is flexibility in their usage, following AaBbCcDdEeFfGg the guidelines provided helps ensure the best 123456789 possible design outcomes. AaBbCcDdEeFfGg GOTHAM TYPEFACE 123456789 Gotham is the primary typeface designated for use on all communications. The font's contemporary, clean look provides excellent legibility along with MEDIUM & ITALICS a casual, friendly feel. The various weights offer the variety needed across multiple mediums and the ability to provide emphasis and differentiation AaBbCcDdEeFfGg through typography. 123456789 AaBbCcDdEeFfGg 123456789 BOOK & ITALICS AaBbCcDdEeFfGg 123456789 AaBbCcDdEeFfGg 123456789 LIGHT & ITALICS AaBbCcDdEeFfGg 123456789 AaBbCcDdEeFfGg 123456789 9 2021 TYPOGRAPHY COPPERPLATE TYPEFACE Copperplate is to be used only as an accent font when Gotham will not provide the needed differentiation or design intent. This font should be BOLD used sparingly, primarily on headlines, subheads and potentially on captions. It should never be used for setting body copy or any larger AaBbCcDdEeFfGg copy blocks. The logotypes within the family of marks are built using 123456789 the Copperplate typeface. REGULAR AaBbCcDdEeFfGg 123456789 LIGHT AaBbCcDdEeFfGg 123456789 10 2021 TYPOGRAPHY SLOOP SCRIPT TWO LESS SLANT Sloop Script Two Less Slant is a specialty script which is to be used on a very limited basis. This font is used in conjunction with content that requires a degree of elegance, sophistication or sense of tradition. An example of proper usage of this font would be for communications connected with the Royal Court or Rose Parade. The font must only be Regular used for headlines, ideally those that will appear larger than 16 pt. Exercise caution to ensure legibility when using this font. Aa Bb Cc Dd Ee Ff Gg 123456789 11 2021 Color Palette COLOR PALETTE ROSE RED PANTONE®: 485 C/032 U CMYK: 0.100.100.0 RGB: 226.35.26 HEX: E2231A PRIMARY COLOR PALETTE 80% 60% 40% 20% Each of the Pasadena Tournament of Roses’ logos and marks may be printed with Pantone® coated, Pantone® uncoated or process color inks. Consult your printer to determine how to provide the best color match on the selected paper stock. STEM GREEN Match color reproduction is recommended whenever possible for PANTONE®: 356 C/355 U maximum color brightness and saturation. Refer to the current edition CMYK: 100.0.90.20 of the Pantone® Color Formula Guide for accurate color matching. RGB: 0.121.52 HEX: 007934 80% 60% 40% 20% BLACK PANTONE®: BLACK C/BLACK U CMYK: 0.0.0.100 RGB: 0.0.0 HEX: 000000 80% 60% 40% 20% 13 2021 COLOR PALETTE SECONDARY COLOR PALETTE HOCKLEY MAROON BIRD OF PARADISE The secondary color palette is used to provide variety and PANTONE®: 7650 C/7650 U PANTONE®: 1505 C/1505 U interest to the Tournament of Roses brand. The colors CMYK: 51.98.38.23 CMYK: 0.71.100.0 RGB: 117.33.87 RGB: 255.107.0 can be used to differentiate subjects or areas of emphasis HEX: 752157 HEX: FF6B00 in communications. Used judiciously, these two palettes complement the brand's primary palette. 80% 60% 40% 20% 80% 60% 40% 20% COLOR TONES The more saturated color tones are the secondary color VIOLET LAVENDER palette's anchor and should provide the foundation for all PANTONE®: 262 C/262 U PANTONE®: 7676 C/7676 U CMYK: 67.91.40.35 CMYK: 62.67.9.0 communications. Care should be taken to create a pleasing RGB: 83.40.79 RGB: 117.100.160 hierarchy of color, rather than equal use of all colors. HEX: 53284F HEX: 7564A0 Selecting a more limited palette can often produce better results than trying to use the entire palette. 80% 60% 40% 20% 80% 60% 40% 20% ACCENTS The accent palette is just what the name implies, and HIMALAYAN BLUE FORGET-ME-NOTS should be used judiciously where emphasis is desired. PANTONE®: 7459 C/7459 U PANTONE®: 638 C/638 U CMYK: 73.27.21.0 CMYK: 82.7.9.0 The accent palette should always be used subordinate to RGB: 63.150.180 RGB: 172.216 the "Tones" palette. It is advisable to again select a limited HEX: 3F96B4 HEX: 00ACD8 palette of accents on any one piece of communication, TONES rather than trying to use many colors. A pleasing, overall 80% 60% 40% 20% ACCENTS 80% 60% 40% 20% color harmony is the goal. THORN FLY TRAP PANTONE®: 377 C/377 U PANTONE®: 368 C/368 U CMYK: 58.22.100.0 CMYK: 59.2.100.0 RGB: 120.153.4 RGB: 118.188.33 HEX: 789904 HEX: 76BC21 80% 60% 40% 20% 80% 60% 40% 20% SUNFLOWER POPPY PANTONE®: 7510 C/7510 U PANTONE®: 7409 C/7409 U CMYK: 20.48.89.3 CMYK: 3.32.98.0 RGB: 199.137.62 RGB: 244.178.35 HEX: C7893E HEX: F4B223 80% 60% 40% 20% 80% 60% 40% 20% 14 2021 COLOR PALETTE HONDA COLOR PALETTE The Rose Parade logo introduces one additional sponsor color, Honda HONDA RED Red. This color must be used when reproducing the Honda logo and may PANTONE®: 186 C not be used for any other design elements. The Honda Red must always TIYO®: TICA7023 (uncoated) be used at 100% saturation and may never be screened back to create a CMYK: 0.100.86.6 lighter tone. RGB: 204.0.0 HEX: CC0000 NORTHWESTERN MUTUAL COLOR PALETTE NORTHWESTERN The Rose Bowl Game logo includes one additional sponsor color, MUTUAL BLUE Northwestern Mutual Blue. This color must be used when reproducing PANTONE®: 7693 C/294 U the Northwestern Mutual logo and may not be used for any other design CMYK: 100.77.27.11 C/100.53.2.21 U elements. The Northwestern Mutual color should always be used at 100% RGB: 14.73.123 saturation and may never be screened back to create a lighter tone. HEX: 0E497B 15 2021 COLOR PALETTE ENLIGHTENMENT EMPOWERMENT ACHIEVEMENT PANTONE®: Violet C/U PANTONE®: 1945 C/U PANTONE®: 361 C/375 U CMYK: 75.100.0.0 CMYK: 15.100.90.10 CMYK: 75.0.100.0 RGB: 102/45/145 RGB: 190/30/45 RGB: 57/181/74 HEX: 662D91 HEX: BE1E2D HEX: 39B54A 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% DREAM CELEBRATION EDUCATION PANTONE®: 2592 C/U PANTONE®: 185 C/U PANTONE®: 2935 C/xxx U CMYK: 50.100.0.0 CMYK: 0.90.85.0 CMYK: 85.50.0.0 2021 ROSE PARADE RGB: 146/39/143 RGB: 239/65/54 RGB: 27/117/188 HEX: 92278F HEX: EF4136 HEX: 1B75BC COLOR PALETTE Each year, the Tournament of Roses originates a new theme 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% for the Rose Parade. A Rose Parade composite logo is designed to coincide with, and support the new theme. In IMAGINATION ACCOMPLISHMENT SCHOLARSHIP addition to the primary and sponsorship colors used within PANTONE®: Rhodamine Red C/U PANTONE®: 130 C/xxxx U PANTONE®: 2995 C/312 U the logo, the colors on this page are represented in the logo CMYK: 0.100.0.0 CMYK: 0.50.100.0 CMYK: 70.15.0.0 as well.