GROTON PARKS & RECREATION IDENTITY GUIDELINES€¦ · Each year, we serve tens of thousands of...
Transcript of GROTON PARKS & RECREATION IDENTITY GUIDELINES€¦ · Each year, we serve tens of thousands of...
JUNE 5TH 2019
VERS. 2.1
GROTON PARKS & RECREATION
IDENTITY GUIDELINES
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GROTON PARKS & RECREATION
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.
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GROTON PARKS & RECREATION
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.
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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
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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
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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
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GROTON PARKS & RECREATION
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
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GROTON PARKS AND REC LOGO
HORIZONTAL LOGO
ON WHITE
ON DARK
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GROTON PARKS AND REC LOGO
STACKED LOGO
ON WHITE
ON DARK
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GROTON PARKS AND REC LOGO
LOGOTYPE
ON WHITE
ON DARK
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GROTON PARKS AND REC LOGO
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
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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.
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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
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PROGRAMS
PROGRAM LOGOS
4TH OF JULY PARADE
CELEBRATION ON THE THAMES
SMALL BOAT DAY
SUMMER SOUND WAVES CONCERTS
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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
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GROTON PARKS & RECREATION
MOOD BOARDGROTON MOOD BOARD R2
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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
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