Silver Springs Brand Book

Discover Your NatureA C a m p a i g n t o R e b r a n d S i l v e r S p r i n g s

B r a n d C a m p a i g n B o o k2

S i l v e r S p r i n g s N a t u r e T h e m e P a r k 3

I n t r o d u c t i o nThis manual provides guidelines for staff and any individual party

who needs to understand the philosophy of Brand Management

and its processes. The accompanying Brand Management Tool Kit

serves as a resource for anyone involved in the process of brand

management for Silver Springs Nature Theme Park. Guidelines

contained herein detail the process of development to execution

for the Silver Springs rebranding campaign initiative.

Silver SpringsN a t u r e ’ s T h e m e P a r k

1. 0 The BrandAbstract 8 -9

Miss ion 10-11

Brand Object ive 12

Target Audience 13

Campaign Br ief 14 -15

SWOT Analys is 16-17

References 18

2 . 0 Creative DevelopmentMoodboards 22 -23

Logo Development 24-25

Pr int Media 26-27

Website Development 28-29

Commercia l Development 30-31

3 . 0 Style GuideBrand Vis ion 34-35

Brand Logo 36-43

Color 44-45

Typography 46-47

Imagery 48-53

Stat ionery 54-57

Media 58-63

Appl icat ion 64-65

4 . 0 Campaign SolutionsPrint Advert is ing 70-73

Website Solut ions 74-75

Commercia l Media 76-77

Merchandis ing 78-79

Theme Park Col lateral 80-81

Conclus ion 82-83

References 84-85

A b s t r a c t

M i s s i o n

B r a n d O b j e c t i v eConcept

Vis ion

Ta r g e t A u d i e n c eConsumer Base

Clubs and Tr ibes

Demographics

C a m p a i g n P r o j e c t B r i e fThe Cl ient

The Campaign

Unique Sel l ing Posit ion

Key Tenets

Effect iveness

S W O T A n a l y s i sStrengths

Weaknesses

Opportunit ies

Threats

1. 0 T h e B r a n d

Silver Springs


N a t u r e ’ s T h e m e P a r k“ T h r o u g h o u t h i s t o r y , S i l v e r S p r i n g s h a s b e e n a t i m e l e s s o a s i s a n d a

p l a c e o f u n p a r a l l e l e d b e a u t y . . . ”

9S i l v e r S p r i n g s N a t u r e T h e m e P a r k

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Today nature has become more than and idea, but once more

a living entity to the consumer. More publications and media

showcase the importance of nature and its preservation. Tourism

is trying to drive consumers to experience more natural family

adventure; one-tank trips are the buzz in the marketplace appealing

to individuals and families on a fixed budget or those who simply

do not have time for an elaborate vacation. Silver Springs is a

local oasis, which has been kept secret for the past several years.

Now is the time to let the secret out and show consumers locally

and beyond just how special this natural landmark really is.

Over the past decade Marion County, specifically the city of Ocala,

has increased in the amount of people occupying this area. However,

the job market has become unstable, as manufacturing has left the

Ocala area and relocated overseas due to reduced operating costs.

The rebranding of Silver Springs will rejuvenate Ocala by marketing

its most valuable natural asset to consumers outside of North

Central Florida. The rebranding initiative will showcase the park as

a natural entertainment venue dedicated to the preservation of

Florida history and wildlife. The current consumer vision is dated;

therefore, refreshing the design is necessary for continued success.

Changing the market position will generate awareness of this

attraction and all of the year ‘round community, charity and social

events held at Silver Springs. Currently, tourism is comprised of locals

and their family members due to the lack of advertising, promotional

partnerships, sponsors, and social media marketing. By altering the

market tactic in conjunction with a new design, Silver Springs will be

able to draw more traffic to the park by calling consumers to action

in order to discover how significant the renovations have been over

the last 10 years. This strategy will also aid in the creation of new job

opportunities as well as increase revenue, which will support the

outlying community, local commerce, and overall park maintenance.

The rebranding of Silver Springs Nature Park presents a great

opportunity to preserve and improve a beloved cultural landmark.

B r a n d C a m p a i g n B o o k

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M i s s i o n

S h a r i n g A V i s i o n

“ O u r g o a l , w h e n i t c o m e s t o S i l v e r S p r i n g s , i s t o c o n t i n u e t o m a k e i t t h e n u m b e r o n e e n t e r t a i n m e n t f a c i l i t y i n M a r i o n C o u n t y , ” s a i d B r o o k s J o r d a n , P u b l i c R e l a t i o n s M a n a g e r a t S i l v e r S p r i n g s . “ T h e r e i s n o o t h e r f a c i l i t y w i t h t h e s a m e h i s t o r y . ”

Silver Springs is nature’s theme park—there is no other like it. Located in Ocala,

Florida, Silver Springs has a unique culture and is a magnificent asset for the

Ocala area. “Throughout history, Silver Springs has been a timeless oasis and

a place of unparalleled beauty, offering respite to early settlers who drew

sustenance from its 99.8 percent pure artesian spring waters” (History, para. 1).

Silver Springs is a living museum of Florida’s natural history. Boasting distinctive

indigenous wildlife as well as preserved glimpses into Florida’s first settlements.

The rebranding of Silver Springs would assist the community in re-establishing

itself. There is opportunity to create new jobs as well as stimulate local

commerce with the reconstruction of the tourism market for Ocala. The initiative

is to revitalize the area. Residents live here because “Ocala/Marion County is a

great place to live!” (Demographic Profile, pg. 3, para.1). In order to maintain

this valued reputation the marketplace for Ocala is in dire need of change. Silver

Springs is the answer.

S i l v e r S p r i n g s N a t u r e T h e m e P a r k

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B r a n d O b j e c t i v e


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C o n c e p t

The brand vision is to rejuvenate Silver Springs by focusing

on the unique attributes that set this amazing venue apart

from other attractions. The foundation of the park is to

provide an escape into Florida’s natural wonders at a

reasonable price. Silver Springs is a world-class ecotourism

venue, a timeless oasis and a place of unparalleled beauty

that needs to be shared. The opportunity for growth and

revitalization of the brand will unveil potential for future

sustainability even in a declining market.

V i s i o n

In order to make the rebranding efforts a successful one

Silver Springs will need to focus on the core demographic

to compete properly in the tourism market. This will be

achieved through a new logo, cohesive color palette,

typography and other visual elements to be incorporated

across the brand campaign.


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Ta r g e t A u d i e n c e

Ta r g e t M a r k e t

P r i m a r y

• Working Class

• Families

• Young Adults

• Seniors

C l u b s a n d T r i b e s

• Parents with one or more children

• Nature enthusiasts

• Amateur and Professional Photographers

• Seniors

They can be found in parks, zoos, grocery stores,

playgrounds, beaches, libraries and other venues

of the like.

D e m o g r a p h i c s

LOCATION: (city, state, country) U.S.A./all states & overseas

AGE: (child, parent, senior) ages 6-86

EDUCATION: elementary, high school, college, etc.

INCOME: High, median, low $20 - 100k

OCCUPATION: homemaker, CEO, manager, artisan,

tradesman, sales & students

GENDER: male and female


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T h e C l i e n t

Silver Springs is currently owned and operated by Palace

Entertainment and operates year-round. Silver Springs is Nature’s

Theme Park and has been operational for over 100 years. Their

commitment to the environment has allowed the park to expand

its research and rehabilitation facilities while offering educational

opportunities about Florida’s rich history.

T h e C a m p a i g n

This campaign will emphasize the future of the park and excite

the target audience about Florida’s Natural history. This will speak

to the new directive of the company and generate a sustainable

industry for the surrounding community. Lastly, this will provide

income resources for expansion of exhibitions and current wildlife

rehabilitation programs.

Develop an imaginative campaign that will reinvent the visage of

Silver Springs and entice consumers to visit this beautiful park. This

will be accomplished by incorporating a new design and updated

palette to bring a modern identity to this timeless wonder.

T h e B r a n d T e n e t s

• Natural• Engaging• Timeless

E f f e c t i v e n e s s

The Silver Springs campaign success will be measure by growth due to increase in

tourism to the venue over the course of a year. Sales projected to increase 5% in the

first year and create 500 new job opportunities to stimulate economic growth for the

Ocala area.

U n i q u e S e l l i n g P o i n t

Silver Springs offers a natural landscape on a grand scale unique to Florida and

houses a living museum for Florida’s natural history. There is no other park that

boasts the extensive heritage that Silver Springs does, it is unique. The park began

operations in 1878. Silver Springs itself is the star of the park. The crystal-clear water

is the epicenter of the park pumping nearly 550 million gallons of 96.8 percent pure

water to the Silver River.

C a m p a i g n P r o j e c t B r i e f

“ T o d a y i s g o o d . T o d a y w a s f u n . T o m o r r o w i s a n o t h e r o n e . ”

D r . S e u s s


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S W O T A n a l y s i s

STRENGTHS

• Unique heritage surpassing any other venue

• Customer service and knowledgeable staff

• Diversified seasonal events

• Relaxed, natural setting

• Engaging exhibitions

• Largest collection of endangered wildlife

• Low Cost

WEAKNESSES

• Limited financial resources

• Limited market awareness

• Virtually no brand presence

• Location is not near major cities or attractions

• Smaller scale park

OPPORTUNITIES

• Increasing tourism

• Rebranding to establish market presence

• Generating revenue for local area

• Educational program expansion

• Funding through government for rehabilitation program

• Expansion of facility offering

• Expansion of wildlife rehabilitation program

• Community outreach program for environmental awareness

THREATS• Environmental impact on the springs destroying the

natural infrastructure

• Current economic decline may reduce seasonal activities

through outside organizations

• Off season fallout for tourism opportunity

• Monetary restrictions due to management changes deters

park sustainability, improvement and expansion



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R e f e r e n c e s

Kilkenny, Jared. (n.d.). Silver Springs - Nature’s Theme Park. Retrieved from What’s In Florida website : http://www.whatsinflorida.com/2011/09/06/silver-springs-natures-theme-park/

Modified Mustangs and Fords. (September 11, 2008). Silver Springs Mustang and Ford Show. Community Blog > Ford Events. Available from http://blogs.mustangandfords.com/6280144/ford-events/dates-announced-for-annual-npd-show/

Moran, John. (n.d.). Conservation Clinic Project Spotlight Legal Protection of Florida Springs. Retrieved from University of Florida Levin College of Law website : http://www.law.ufl.edu/conservation/index050512.shtml

Murphy, Wilburn D. (n.d.) Image 2157-562960 [RM] Silver Springs, Ocala, FL USA. Image retrieved from Visualphotos.com website : http://www.visualphotos.com/image/1x5648560/silver_springs_ocala_florida_usa

Ocala/ Marion County Economic Development Corporation. (2011). Community Demographic Profile-2011. Ocala/Marion County Chamber of Commerce. Retrieved from : http://www.ocalacc.com/ocala_florida/articlefiles/28-demographicprofile-11.pdf

Picture. FM. (n.d.) Image 922602. “Alligator” from www.news.com.au. Image retrieved from http://picture.fm/pic/108315/

Silver Springs. (2011). Learn About Our Heritage. “General History”. Paragraphs 1-4 (2005). Retrieved from Silver Springs website : http://www.silversprings.com/heritage.html#2

Silver Springs. (2011). Learn About Our Heritage. “Historical Timeline-1930s” (2005). Retrieved from Silver Springs website : http://www.silversprings.com/heritage.html#2

Thinkstock. (n.d.) Image 137231156. iStockphoto Collection. “Happy Asian Family”. Image retrieved from http://www.thinkstockphotos.com/search/#137231156/s=DynamicRank/f=PIHV/c=431,253,632,93,28,34,260,263,13,176,621,648,579,528,590,151,268,515,586,64,663,641,165,477,623,215,445,637,144,675,2,452,451,109,277,161,588,626,68,700,591,460,291,696,344,629,614,647

Thinkstock. (n.d.) Image 83585150. Lifesize Collection. “Zoo Animals”. Image retrieved from http://www.thinkstockphotos.com/search/#83585150/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

Thinkstock. (n.d.) Image 92279779. iStockphoto Collection. “Tree Lover. Image retrieved from http://www.thinkstockphotos.com/search/#92279779/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

Thinkstock. (n.d.) Image 86502162. Creatas Collection. “Woman Smiling Outdoors”. Image retrieved from http://www.thinkstockphotos.com/search/#86502162/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

Thinkstock. (n.d.) Image 86529234. Brand X Pictures Collection. “Grandchildren kissing grandmother”. Image retrieved from http://www.thinkstockphotos.com/search/#86529234/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRanks%3DDynamicRank


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T o o l b o x

L o g oLogo Ideat ion

Final V is ion

P r i n t A d v e r t i s e m e n tConceptual izat ion

Advert isement Samples

W e b s i t e D e v e l o p m e n tWire frame

Init ia l Design

Final Website Design

C o m m e r c i a l D e v e l o p m e n tSketches

Storyboard Development

Mock-up

Final Commercia l Spot

2 . 0 C r e a t i v e D e v e l o p m e n t

Silver Springs


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The toolbox is a compilation of the various color, type images and

logo style to be used in the final branding materials. It’s the basic

building blocks for starting a campaign, organizing creative ac-

tions, and creating real brand material for the campaign.

The following examples show the various type style, textures and

images that were considered before determining the best results

for the final campaign.

T o o l b o x


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Silver Springs Nature Park Rebrand Campaign

Style Board v.2 - Discover Nature: Timeless influence with a fresh perspective

Project Synopsis:

Silver Springs Nature Park is one of Florida’s timeless natural attractions. Since operation began in the late 1800’s Silver Springs has stood as a staple for family entertainment and enjoyment. The park has expanded through their extensive animal rehabilitation program as well as, opening up programs through community interaction and cultural integration.

The intent of this campaign is to rebrand Silver Springs Park. The redesign will not only determine a new identity for Silver Springs, but create the strategy that will be employed to increase revenue and generate a new tourism outlet for the Ocala, Florida community.

The rebranding will also aid in maintaining the park itself by crafting a sustainable environment in which revenue will be utilized for further marketing efforts, park upkeep and possible growth opportunities for new attractions or expansions of the current programs.

ProPosed Color Palette

PMS: 7499 C

C: 50M: 67Y: 68K: 9

R: 135G: 96B: 86

PMS: 617 C

C: 1M: 0Y: 16K: 0

R: 255G: 250B: 219

PMS: Black 4C

C: 50M: 67Y: 68K: 70

R: 60G: 38B: 32

PMS: 298 C

C: 70M: 16Y: 0K: 0

R: 38G: 169B: 225

PMS: 656 C

C: 15M: 5Y: 2K: 0

R: 213G: 228B: 241

PMS: 660 C

C: 86M: 50Y: 2K: 0

R: 18G: 117B: 185

samPle Imagery & textures

ProPosed tyPograPhy

h e a d I n g : C a P I t a l s , r e g u l a rS u b h e a d : C o o p e r p l a t e G o t h i c L i g h tBody: Candara Regular

Keywords:

Timeless, Engaging, Fresh, Relaxing, Wonderment, Natural

Above is the final toolbox that was created for Silver Springs. It highlights the color

palette, image examples and correct fonts that should be used throughout the

Silver Springs re-branding campaign. This was created in order to help the designer

to get the feel of how the imagery will work to enhance and enforce the brand in

the marketplace.


I n i t i a l s k e t c h e s , c o n c e p t s

The initial iteration of the logo used mostly type to form

the shapes and signature marks. At first the focal point of

the design was to include a clean design drawn to emulate

the water of the park. The entire visage was to be modern

and timeless while demonstrating visually what the park

stands for.

The final version of the logo incorporates a subtle reflective

quality (water) and natural elements to highlight that this

attraction is “Nature’s Theme Park.

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L o g o



The use of Pantone 299 C as the main color

is pertinent in capturing the fresh, modern

cleanliness of Silver Springs . The typefaces are

modern, yet retain classic influence which give

the logo elements visual importance, clarity and

present a strong brand voice.

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F i n a l L o g oS i l v e r S p r i n g s


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P r i n t A d v e r t i s e m e n t s

P r i n t D e v e l o p m e n t

In designing Silver Springs print ads there were two goals

in mind. The first is to convince the marketplace that

Silver Springs is a viable attraction that is a delight to visit

individually and with family.

The second is to convince the new tourism marketplace to

visit the park through emphasis on its particularly unique

qualities.

The ads are meant to instill wonder, provoke discovery and

imagination in fun, natural ways. Interaction with nature is

pertinent for effective communication.


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W h a t ’ s Yo u r N a t u r e ?

Explore the wonders of nature, the thrills of discovery and the secrets of Florida’s past. Visit Silver Springs today!

www.silversprings.com

W h a t ’ s Yo u r N a t u r e ?Nonsecu ptasin coreper umquis modit que nullaut et offic te liquam digenimi, sero vel

idenihit, corestiatur ad quas estiam arum natatia il exped quis undi nulpa voles que erunt

lat modigna tustotat quam con pra sequass

Expeles tiorectorro quid erum siminvendae. Et idelest restis derupta tquatem odipsun-

tiur? Me nullacitatem es nonet ut ut inctiorit eum hit laci dunt min net laut ullorro este

ilignimodis andit et lacest


F i n a l A d v e r t o r i a l

These ads were designed to promote Silver Springs. They both showcase

people discovery and interacting with nature, neither is busy or distracting, but

striking imagery creates interest. The logo is place in the lower corner on

a clean background to establish brand connection and a strong message.


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W e b s i t e D e v e l o p m e n t

C o n c e p t u a l i z a t i o n t o R e a l i z a t i o n

The initial designs and framing focus on large image display, where the

people and the park are the star. The navigation has been designed

to allow the consumer to get to the information in which they are

speaking. It is clean and laid out to be easy to get to.

Incorporating the brand colors are essential in keeping a consistent

look and feel. The video player is also linked to social media outlets,

minimal copy is used; unless absolutely necessary. Large background

images rotate out to show different images of Silver Springs.


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Final Design

The navigation is direct and the visually-driven design effectively

communicates the park for all of its natural beauty. Images that have been

used in advertorial are used for extra navigational and promotional

needs. The re-use of these striking images creates a strong presence in the

marketplace as consumers begin to recognize and identify with all that is

Silver Springs.


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MDM 620

Design Integration

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8.1.3 Project Page 1 of 3

The arrow here represents the camera action panning

in on the subject which is the butterfly. This subject

begins close to the camera with slight motion blur and

animates with music as it leads the viewer through

the experience that is Silver Springs.

The arrow here is the camera again panning in on

the butterfly fluttering over park visitors gazing down

into the crystalline water that is featured in the most

famous attraction, the glass bottom boar. Narration

would begin by inviting the consumer to make a new

memory and explore their nature in Silver Springs.

The butterfly flits to the background now, the arrow

representing a quick pan out and cut-scene from the

glass bottom boat to the river cruise adventure that

takes the visitors back into Florida' history, 10,000

years in the past. Here a mother and a young

daughter are featured pointing out sights on this

cruise. Narration continues.

Test your adventuring on the Jeep safari into the

wilderness. This would be another cut scene

showcasing another attraction that is fairly new to the

park venue. This is a good opportunity to subtly

showcase branding with the logo on the back tire

cover of the jeep.

Narration continues to invite the consumer to find a

new perspective in the lighthouse attraction. From

this height the whole of Silver Springs can be seen

for the beauty that is the entire venue. Music is also

soft in the background here as we move to the last

scenes.

The arrows are the camera cutting from quick cuts of

extra attractions highlighting seasonal events,

concert series and the host of animal shows that are

offered daily at the park. With a call to action to book

today and explore your nature the logo would

conclude this commercial spot with leads to the

website platform as well as a toll-free booking

telephone number.

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8.2.3 Project Storyboard

MDM 620 Design Integration

8

Elapsed frame time: 2 sec Camera fades into

the scene where there is an aerial shot of the

park and the logo.SFX: music begins to play upon fade in

Narrator begins: "Explore your nature...

Elapsed frame time: 3 secCamera: fade in the scene.

Screen Elements: Buterfly is in the corner and

flutters off screen as the logo fades and

camera pans on the aerial shot of the park

SFX: Background musicNarrator: "Come make a new memory at Silver

Springs"

Elapsed frame time: 3 sec.

Camera: Crossfade from aerial view

Glass bottom boat gliding camera level on the

waterSFX: Background musicNarrator continues "Where you can share a day

of fun and..."

Elapsed time frame: 2 sec.

Camera: Zoom in and dissolve to current frame

Interior of glass bottom boat and tourists

enjoying the underwater sights

SFX: Background musicNarrator:"... adventure at Florida's most Natural

wonder!"Elapsed frame time: 3 secCamera: cut scene with dissolve from previous

framenow we are getting a glance of underwater

footage to showcase the wonders that can be

discovered in this theme park through the

natural attractions.SFX: background music

Narrator: "Discover your wildside at big gator

lagoon..."

Elapsed frame time: 2 secCamera: Cut scene and fade on from the

alligator swimming beneath the crystalline

spring water. It is nestled on the ground plane

offering a unique POV.SFX: background music

Narrator: "embark on a journey into Florida's

past on the jungle rive cruise..."

Elapsed frame time: 2 secCamera: cut scene from the river cruise shot.

The camera is again at the POV of the wildlife

to enhance the shot, engage the viewer and

keep consistency through the cut scenes.

SFX: background musicNarrator: " experience the excitement of nature

on our jeep safari excursions..."


Camera: dissolve and cut scene to another

attraction and rotate around the attraction

before fading.SFX: background musicNarrator: " or get a new perspective on the

all-new lighthouse tower attraction!"1

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Elapsed time: 2 secCamera: cut scene. Camera pans out slightly

for this shot and stays level after zooming out

from the last cut scene. This brings the scene

to a more natural POV and captures the entire

scene, which is pertinent to show family

togetherness and enjoyment in the natural

beauty of the park.SFX: Background music

Narrator: "all this and more at Silver Springs.

Experience the magic of nature all year round

with an All-access silver pass.."

Elapsed frame time: 2 secCamera: zoom out and crossfade from prior

scene to bird's eye POV of a live event, camera

positioned to see the event as well as the

crowdSFX: Background musicNarrator: "Where you can enjoy concerts,

Elapsed frame time: 2 secCamera: cut without dissolve and keep natural,

POV in a portrait shotSFX: Background music

Narrator: "special events..."Elapsed time frame: 2 sec

Camera: cut from prior scene to child splashing

down in a pool to advertise sister park, wild

watersScene Element: Text to fade up as child

splashes into poolSFX: Background music

Narrator: "and a free Wild Waters season pass."

Elapsed frame time: 2 secCamera: natural, first person portrait POV and

cut scene without transitional effects

SFX: Background musicNarrator: "You won't find more fun..."

Elapsed frame time: 2 secCamera:cut scene without transitional effects to

showcase a kodiak bear rising from the water,

natural planeSFX: Background musicNarrator: "....bigger value..."

Elapsed frame time: 2 secCamera: cut scene without transitional effects

from previous frame showcasing a live reptile

show and extreme zoom in angle

SFX: Background musicNarrator: "....or better entertainment."

Elapsed time: 2 sec.Camera: fade up and zoom out

Scene Element: Butterfly comes in from the left

hand side of the frameSFX: Background music

Narrator: "the way..."1

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Elapsed frame time: 2 secCamera: zoom out and fade to black

Screen Element: Logo begins to fade up from

background as a black vignette fades off the

frame. Butterfly flutter across bottom of frame.

SFX: Background musicNarrator: "...nature intended."


Camera: crossfadeScene Element: Logo comes to focus after

prior scene fade out. Butterfly is flying across

the screen from the left corner and ending here

where it fades into the background

SFX: Background musicNarrator: "Discover your nature..."


Camera: zoom outScene Elements: logo zooms out slightly and

the web address fades up from the scene in a

ripple effectCall to action directing consumers to the

website.SFX: background music softly fades as

narration fades outNarrator: "...Visit Nature's Theme Park, Silver

Springs!"

C o m m e r c i a l D e v e l o p m e n t

B r i n g i n g t h e S p r i n g s t o L i f e

The Silver Springs rebranding initiative is one that has the

end goal in mind of reaching many viewers nationwide,

therefore, digital media beyond the scope of advertorial

content was developed.

Showcasing a true consumer experience was the

inspiration behind the launch of this 30 second commercial

piece. Highlighting the attractions and entertainment

as well as guests in the park experiencing the venue

is important to connect the tourism market with the

attraction. Silver Springs is not just an ordinary nature park

so this featured spot was designed to showcase the many

wonders Silver Springs has to offer.


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Elapsed frame time: 2 sec Camera fades into

the scene where there is an aerial shot of the

park and the logo.SFX: music begins to play upon fade in

Narrator begins: "Explore your nature...

Elapsed frame time: 3 secCamera: fade in the scene.

Screen Elements: Buterfly is in the corner and

flutters off screen as the logo fades and

camera pans on the aerial shot of the park

SFX: Background musicNarrator: "Come make a new memory at Silver

Springs"


Camera: Crossfade from aerial view

Glass bottom boat gliding camera level on the

waterSFX: Background musicNarrator continues "Where you can share a day

of fun and..."

Elapsed time frame: 2 sec.

Camera: Zoom in and dissolve to current frame

Interior of glass bottom boat and tourists

enjoying the underwater sights

SFX: Background musicNarrator:"... adventure at Florida's most Natural

wonder!"Elapsed frame time: 3 secCamera: cut scene with dissolve from previous

framenow we are getting a glance of underwater

footage to showcase the wonders that can be

discovered in this theme park through the

natural attractions.SFX: background music

Narrator: "Discover your wildside at big gator

lagoon..."

Elapsed frame time: 2 secCamera: Cut scene and fade on from the

alligator swimming beneath the crystalline

spring water. It is nestled on the ground plane

offering a unique POV.SFX: background music

Narrator: "embark on a journey into Florida's

past on the jungle rive cruise..."

Elapsed frame time: 2 secCamera: cut scene from the river cruise shot.

The camera is again at the POV of the wildlife

to enhance the shot, engage the viewer and

keep consistency through the cut scenes.

SFX: background musicNarrator: " experience the excitement of nature

on our jeep safari excursions..."


Camera: dissolve and cut scene to another

attraction and rotate around the attraction

before fading.SFX: background musicNarrator: " or get a new perspective on the

all-new lighthouse tower attraction!"1

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8

Elapsed time: 2 secCamera: cut scene. Camera pans out slightly

for this shot and stays level after zooming out

from the last cut scene. This brings the scene

to a more natural POV and captures the entire

scene, which is pertinent to show family

togetherness and enjoyment in the natural

beauty of the park.SFX: Background music

Narrator: "all this and more at Silver Springs.

Experience the magic of nature all year round

with an All-access silver pass.."

Elapsed frame time: 2 secCamera: zoom out and crossfade from prior

scene to bird's eye POV of a live event, camera

positioned to see the event as well as the

crowdSFX: Background musicNarrator: "Where you can enjoy concerts,

Elapsed frame time: 2 secCamera: cut without dissolve and keep natural,

POV in a portrait shotSFX: Background music

Narrator: "special events..."Elapsed time frame: 2 sec

Camera: cut from prior scene to child splashing

down in a pool to advertise sister park, wild

watersScene Element: Text to fade up as child

splashes into poolSFX: Background music

Narrator: "and a free Wild Waters season pass."

Elapsed frame time: 2 secCamera: natural, first person portrait POV and

cut scene without transitional effects

SFX: Background musicNarrator: "You won't find more fun..."

Elapsed frame time: 2 secCamera:cut scene without transitional effects to

showcase a kodiak bear rising from the water,

natural planeSFX: Background musicNarrator: "....bigger value..."

Elapsed frame time: 2 secCamera: cut scene without transitional effects

from previous frame showcasing a live reptile

show and extreme zoom in angle

SFX: Background musicNarrator: "....or better entertainment."

Elapsed time: 2 sec.Camera: fade up and zoom out

Scene Element: Butterfly comes in from the left

hand side of the frameSFX: Background music

Narrator: "the way..."1

2

6

3

7

4

8

5



8

Elapsed frame time: 2 secCamera: zoom out and fade to black

Screen Element: Logo begins to fade up from

background as a black vignette fades off the

frame. Butterfly flutter across bottom of frame.

SFX: Background musicNarrator: "...nature intended."


Camera: crossfadeScene Element: Logo comes to focus after

prior scene fade out. Butterfly is flying across

the screen from the left corner and ending here

where it fades into the background

SFX: Background musicNarrator: "Discover your nature..."


Camera: zoom outScene Elements: logo zooms out slightly and

the web address fades up from the scene in a

ripple effectCall to action directing consumers to the

website.SFX: background music softly fades as

narration fades outNarrator: "...Visit Nature's Theme Park, Silver

Springs!"

The storyboard highlights photographic compilations from each of the attractions, events and individual

guest experiences. Compiling these visuals ends with a cohesive and beautiful spotlight of Silver Springs.

The 30 second commercial spot will not only establish branding to the target demographic, but invite

viewers to visit the website. Following through with a strong social media campaign which will also

broadcast the commercial during the grand re-opening of the park will drive the audience through multiple

marketing channels thus creating a successful launch for the Silver Springs campaign.

F i n a l P r o d u c t i o nS i l v e r S p r i n g s

B r a n d P r o m i s e

B r a n d L o g oIns ignia without logotype

Ins ignia with logotype

Logo Color Usage

Incorrect Logo Useage

Logo Specif icat ions

C o l o rPrimary Palette

Tert iary Palette

Logo Color Var iat ions

Logo Color Misuse

T y p o g r a p h yFont S ize

Font Placement & Specif icat ions

I m a g e r yTextures

Wildf l ie Photography

People Photography

Nature Photography

S t a t i o n a r yBusiness Card

Letterhead

Envelope

M e d i aPrint Col lateral

Web Media

Mobi le Media

A p p l i c a t i o nEmployee Apparel

Caps

Shopping Bags

Bi l lboards

Bus Displays

Vehic le Wraps

Park S ignage

3 . 0 S t y l e G u i d e

Silver Springs

B r a n d C a m p a i g n B o o kB r a n d C a m p a i g n B o o k34

T h e S i l v e r S p r i n g s B r a n d P r o m i s e

One vision. One mission. One destination supported by an outlying community dedicated to

excellence in customer service and environmental awareness. Silver Springs is Nature’s Original

Theme Park and Florida’s oldest operational attraction boasting rich historical accolades, the largest

collection of endangered wildlife worldwide and a serene, natural setting like no other. The brand

architecture helps us structure and communicate how our business and services relate to each other

and the overall Silver Springs brand. By refreshing and unifying Silver Springs for all our customers

and employees, we make it easier for people to understand our mission This will improve market

awareness and recognition of Silver Springs.

The Silver Springs identity encompasses the unique characteristics that distinguish us in the

marketplace. By conscientiously adhering to the brand guidelines in all our communications, we can

maximize brand value and strengthen our position nationwide.

The following page introduces our new brand architecture. Welcome to Silver Springs!



T h e O f f i c i a l B r a n d L o g o

The Silver Springs logo has been crafted using custom typography. The logo

should never be typeset. To ensure consistency, the official digital files must

be acquired from the appropriate marketing team in vector format

D o n o t p r o d u c e y o u r o w n l o g o s .

On the following pages, you will find directions for usage of this logo in

various situations and formats.

This guide is a tool to help ensure the consistent application of the Silver

Springs brand across all platforms.


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B r a n d L o g oT h e S i l v e r S p r i n g s L o g o


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T h e S i l v e r S p r i n g s L o g o

A l t e r n a t e L o g oL o g o t y p e

S t a n d a r d L o g o t y p e L o g o t y p e w i t h o u t S i g n a t u r e



PMS 299C

C 70 • M 16 • Y 0 • K 0

PMS 291

C 15 • M 5 • Y 2 • K 0

C o l o r

Whenever possible, the logo should be reproduced in two

colors. Here we see the illustrative element in PMS 299 C

(sapphire blue) and the “Silver Springs Nature’s Theme Park” in

PMS 291 (sky blue).

When using four color process, utilize the following CMYK

breakdowns specified.

The following examples show alternate color versions of the brand logo

drawn from the primary color palette.

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A l t e r n a t e L o g oL o g o t y p e


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T e r t i a r y C o l o r Va r i a t i o n s

When using the brand logo in any marketing efforts the brand logo should

use the designated color palette. Do not change the logo color or add any

additional embellishments that would distort the identity of the brand.

A l t e r n a t e C o l o r O p t i o n s

B l a c k a n d W h i t e

For any black and white production or reproduction be sure to utilize

the grayscale logo presented for the most optimal results. If this cannot

be utilized the monotone black or white version is suitable. Also, for any

dark background marketing piece when a color is not appropriate the

provided white one color logo should be used.

Any color other than that specified below should be avoided to retain

cohesive market presence.


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E x a m p l e s o f I n c o r r e c t l o g o u s e

1.

2. 4.

3. 5. 7. 9.

6. 8. 10.

G u i d e l i n e s f o r B r a n d L o g o A p p l i c a t i o n

The Silver Springs logo should always be placed over a clean, unpatterned

background with a high level of contrast. Ideally the logo should appear

on a solid white, black or gray background. If the logo is to be placed over

photography, it is crucial that the photograph is adjusted to provide a neutral

background for the logo.

It should never be placed over areas of visual clutter, and the contrast

between the photograph and logo must be enough to ensure visual integrity

of the brand logo.

The following images provide a visual guide for improper logo usage,

compromising both the integrity of the brand logo by alteration as well as

poor background choices.


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T h e S I l v e r S p r i n g s L o g o

When placing the logo on an image or a texture ensure the background

image is devoid of busy patterns and/or colors that would not work with

the overall corporate brand color palette. Brand logo should be used with

approved brand imagery as highlighted in the subsequent sections of these

guidelines. Demonstrated in the examples below are incorrect logo uses with

imagery. In every example the logo is lost in the background or competes

with it, thus nullifying the brand presence.


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L O G O E X C L U S I O N A R E A

Here we see the minimum exclusion area of the Silver Springs logo and

alternate logo defined by the height of double the letter “S” in the

logotype.

Nothing should be placed within this boundary unless under

extraordinary circumstances. For example, an online banner would be

an exception to this rule because space is limited and the logo needs to

be as large as possible.

In the case of an extraordinary circumstance, the exclusion area should

be followed as closely as possible.

Size Requirements

The minimum size of the Silver Springs logo is 19mm wide. Branded

items such as pens and pencils are an exception to this rule because of

space limitations.

Silver Spring s

19mm



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L O G O E X C L U S I O N A R E A

W h e n t o U s e t h e T a g l i n e

The Silver Springs logo and tagline, “Nature’s Theme Park” is a branding

device that explains what Silver Springs does. It should be used for all

advertising and communications, and in instances where the general

public views the brand. Because the tagline is a key branding element,

we encourage use outside of advertising purposes. Some examples

include park flyers, brochures, annual reports, and PowerPoint

presentations.

The logo should never be typeset. To ensure consistency, the official

digital files must be vector format.

Here we see the exclusion area of the Silver Springs logo and tagline.

The space around the Silver Springs logo and tagline is defined by the

height of double the letter “S” in the logotype.

Exceptions to this rule would be for branded items too small to allow

for the exclusion area (such as branded pens, pencils, etc.).

The Silver Springs logo and tagline should only be used in cases where

spacing allows for clear legibility. It should not be used on stationery,

apparel, signage, or in circumstances where space is limited. The Silver

Springs logo and tagline lockup should be at least 1.25 inch (2.5cm) and

must be legible.

1.25in



C o l o r

T h e I m p o r t a n c e o f C o l o rConsistent use of color can help maintain a cohesive brand

image. The color palette chosen by the organization will not

only set the tone for the brand message, but create a vision

that consumers can emotionally relate to.

Inspiration for these color choices came from the springs’

beautiful landscape. From the crystal blue water to the rich

brown earth and vibrant lime green, each color was hand

picked to represent an element of nature.

B r a n d C a m p a i g n B o o kB r a n d C a m p a i g n B o o k

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Print Pantone Matching SystemPantone • 291

Print CMYK Matching System C 15 • M 5 • Y 2 • K 0

Print Web Matching SystemR 217 • G 242 • B 250

Print Pantone Matching SystemPantone • 299 C






Print Pantone Matching SystemPantone •Black 4






PMS• 264

•C 13 •M 30 • Y 3•K 0

PMS• 374

•C 40•M 10• Y 77•K 0

PMS• 381

•C 22 •M 2• Y 100 •K 0

PMS• 114

•C 3 •M 0 • Y 95•K 0

PMS• 730

•C 30 •M 50 • Y 75 •K 10

T e r t i a r y P a l e t t e

P r i m a r y P a l e t t e

The Primary colors are PMS and PMS. PMS colors should be matched as closely as possible on any printed media.

Tertiary colors are used for accents and other visual materials.


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T y p o g r a p h y

The Official Silver Springs TypefaceC o o p e r p l a t e G o t h i c and Candara

The Candara and Copperplate Gothic font families must be

used for all marketing materials.

The Arial and Arial Light font families are approved

alternatives for use in PowerPoint presentations, websites

and professional correspondence (i.e., types letters on

letterhead).

Additional fonts may be introduced as other standards are

needed, for example in advertising or collateral pieces.

See relevant sections within these Brand Guidelines for the

details on font usage within special applications.

Cooperplate Gothic Font Family

Cooperplate Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghijklmnopqrstuvwxyz 1234567890 • !@#$^&*()?

Cooperplate Gothic Light ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghijklmnopqrstuvwxyz 1234567890 • !@#$^&*()?

Candara Font Family

Candara ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghijklmnopqrstuvwxyz 1234567890 • !@#$%^&*()?

Candara Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghijklmnopqrstuvwxyz 1234567890 • !@#$%^&*()?

Candara Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ•abcdefghijklmnopqrstuvwxyz 1234567890•!@#$%^&*()?

Candara Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghijklmnopqrstuvwxyz 1234567890 • !@#$%^&*()?


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Capitals ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghijklmnopqrstuvwxyz

1234567890 • !@#$%^&*()?

The Secondary Silver Springs TypefaceC a p i t a l s

The Capitals family is used to complement the official

typefaces, Cooperplate Gothic and Candara. A partial list

of applications for Capitals include: headlines for ads,

posters and brochures. It is not meant to be an all purpose

substitute for Cooperplate Gothic and Candara, but rather a

tasteful accent used to emphasize and differentiate.

• Capitals must be purchases for use if not already available in

your system as a font.

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I m a g e r y

T e x t u r e s

Textures will be used in a variety of communications

as embellishments as well as backdrops --

Powerpoint presentations, brochures, advertising,

and other uses. Textures should be presented

in a fresh, sophisticated manner. It should be

artistic and natural in order to present Silver

Springs in a beautiful, approachable manner.

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W i l d l i f e P h o t o g r a p h y

Wildlife photography is more technical in nature

and used purposefully to enhance publications

and collateral which Silver Springs will use for

interior and exterior communication efforts.

The animals presented should encompass only

that which would be featured in Silver Springs.

The photography chosen should highlight the

majesty of the animals in their natural habitat

. Photography of the animals within the venue

is also acceptable for park communications.

All photography should be high-quality

for reproduction purposes.

B r a n d C a m p a i g n B o o kB r a n d C a m p a i g n B o o k50

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I m a g e r y

P e o p l e P h o t o g r a p h y

Ideally, in all collateral we should show a human presence and the

positive interaction that people derive from experiencing Silver Springs.

This photography should showcase individuals and family enjoying one

another in natural settings.

To build upon Silver Springs’ reputation for discovery and instilling

wonderment it is important to feature individuals interaction with

nature and beholding everything from plants to wildlife. Capturing

wonderment will spark imagination and engage consumers in the Silver

Springs experience.

N a t u r e P h o t o g r a p h y

Silver Springs should be presented in a beautiful, approachable and natural

fashion with high-caliber photography that is fresh, clean and colorful.

Communicating the natural settings Silver Springs is renowned for is a

pertinent portion of the campaign. The beauty of the springs themselves offers

the consumer a unique opportunity to bask in a serene environment while

enjoying new experiences with friends and family.

Photography of nature should be taken within the venue highlighting the

seasons as well as the settings of all the attractions at Silver Springs. Other

images introduced to the campaign where nature is the subject should be an

appropriate setting unless it is an image of a particular flora or fauna in which

stock photography would be acceptable.

I m a g e r y



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S t a t i o n e r y

Stationery is often the first branded communication our external audience sees.

Therefore, it plays an important role in establishing our brand identity.

The visual look is clean and sophisticated bringing in subtle natural elements to

make a great impression on our audience. In order to ensure brand consistency the

guidelines are as follows.


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B u s i n e s s C a r d s

All business cards are a universal size of 2.125”x3.375” (53.97mmx85.72mm). The paper is

Strathmore PC 100% white smooth 80# cover.

Specifications

•Silver Springs logo: Positioned 0.2675” (mm) down from the top trim. The height of the logo is 1.26” (mm).

• Name, title and business name: Positioning is flush right and 0.36” (9.144mm) down from the baseline of the Silver Springs logo.

• Address, telephone, fax, email and website: Positioning is flush left and 0.2” (1.27mm) from the left and bottom trim. Address:Candara Regular, 6pt type size over 9pt leading. It is PMS Black 4 (dark brown). Telephoneandfax:Candara Regular, 5pt type size over 9pt leading. It is PMS Black 4 (dark brown). Emailaddress:Candara Regular, 5pt type size over 9pt leading. It is PMS Black 4 (dark brown). Website:Candara Bold, lower case, 6pt type size over 9pt leading. It is PMS 299 C (sapphire blue).


John Doemarketing Communications Speicalist

Silver Springs

5656 East Silver Springs BoulevardSilver Springs, FL 34488USA

TEL 352 236 2121

FAX 352 236 1732

[email protected]


0.2675 in

1.25 in

Baseline

0.36 in

0.2 in


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S t a t i o n e r y

L e t t e r h e a d

These margin specifications apply to all instances of the

company letterhead. This letterhead is U.S. size 8.5"x11". The

paper is Strathmore PC 100% white smooth 80# text.

Specifications

• Silver Springs logo:

Positioned in the left hand corner of the letterhead 0.5” (mm) from the left and top edges of the letter

•Body copy of the letter:

Positioned 0.25” (mm) from the right of the Silver Springs logo. Ideally, the body copy should sit 0.132” (mm) down from the base line of the Silver Springs logo, but this is flexible, depending on the length of the letter.

There should be 0.5" (mm) of space from the right edge of the letter

copy to the right edge of the paper. The letter copy is: Candara Regular, 10pt type size. If Candara Regular is not available, please use Arial Light.

•Address, telephone and Fax:

Positioned 0.5” (1234mm) from the left edge of the letter. Candara all caps, 6pt type size over 9pt leading. It is PMS Black 4 (dark brown).

• Website:

Candara Bold, lower case, 7pt type size over 9pt leading. It is 100% PMS 299 C (sapphire blue).

0.132 in

0.25 in

0.5 in

0.5

in

0.5 in

0.5

in


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E n v e l o p e

This sample envelope is #10 size: 9.5”x4.25”. The paper is Strathmore

Script PC 100 24#.

Positioning:

Silver Springs logo: positioned 0.25" (6.603mm) from the top trim and

0.25" (6.603mm) from the left trim. The height of the Silver Springs

logo is 0.375" (9.524mm). The address: flush left and positioned

0.1875" (6.603mm) down from the baseline of the logo and 0.25"

(mm) from the left trim.

Typography:

Candara Regular, all caps, 6pt type size over 9pt leading It is PMS Black 4

(dark brown).

Baseline0.1875 in

0.25 in

0.25

in

0.375 in


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M e d i aP r i n t C o l l a t e r a l

P r i n t C o l l a t e r a l

Silver Springs has created a series of Brand Awareness and Park advertising examples that are tailored for different communication needs. They are visually and

structurally aligned to communicate the Silver Springs brand voice to external audiences. As our advertising appears in nationwide publications it is important

that the following guidelines are followed. Consistency helps build brand awareness.

Brand AwarenessThe brand awareness advertisements should communicate a high-level, universal

brand message. There are common elements across the brand awareness templates

-- from optimistic, natural and humanistic photography that implies end benefit, to

the consistent use of color.

Park HighlightsThe park highlights feature more detail of one or more promotions or exhibitions

current at Silver Springs. They are designed to communicate special or seasonal

events as well as promote the wildlife and attractions featured at Silver Springs.

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What are you Wading For?

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Book your adventure today at 352 362 9660!


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Adventure Awaits


Overview

A variety of templates for advertising purposes are available for

customizing-from full page to quarter pages, and brand awareness

to park highlights. These ads can feature the Silver Springs logo or

alternate logo versions as previously highlighted in this style guide.

All templates are built to general sizes, and will need to be re-

sized according to your publication specifications. A bleed is

recommended.

Examples of Advertisement Sizes

FULL PAGE ADAd size: 8.5” x 11”Type Safety: 0.5”Bleed: 1/8”

HORIZONTAL HALF PAGE ADAd Size: 8.5” x 5.5”Type Safety: 0.375”Bleed: 1/8”

VERTICAL HALF PAGE ADAd size: 4.25” x 11”Type Safety: 0.1875”Bleed: 1/8”

QUARTER PAGE ADAd Size: 4.25” x 5.5”Type Safety: 0.25”Bleed: 1/8”


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F u l l P a g e A d v e r t i s e m e n t

In full page advertisements the page should be fully utilized to

communicate the message in which you are wishing to advertise.

If designing a “Brand Awareness” advertisement the layout should

be similar to that shown, a full photographic spread, where as with

a “Park Highlights” piece the spread would be divided into clear

sections to define the more specific information regarding the

program or event which you are trying to promote.

Please follow these spacing guidelines when customizing the

template with your assets.

Specifications


Positioned in the left hand bottom corner of the page at least 0.5” (mm) from the edge of the page.

•Headline:

Positioned 0.75” (1234mm) from the logo and at least 0.25” from the body copy. Cooperplate Gothic Bold, 24pt type size over 30pt leading. Color should be contrasting to the background and appropriate use from the provided palette.

•Body copy:

Positioned 0.75” (mm) from the right of the Silver Springs logo. Ideally, the body copy should sit 0.25in (mm) from the Headline.

There should be 0.5” (mm) of space from the right edge of the copy to the right edge of the paper. The letter copy is: Candara Regular, 10pt type size, 16pt leading. Color should coordinate with that chosen for the headline typeface, according to appropriate color use from the provided palette.

• Website:

Positioned lower right hand corner of the page. Candara bold, 12pt typeface over 14pt leading.

0.1875 inbleed

0.1875 inbleed

0.5 in

0.25 in

0.75

in


Please follow these spacing guidelines when customizing the

template with your assets.

H a l f P a g e A d v e r t i s e m e n t

Specifications



•Headline: and Body Copy

Positioned 0.375” (1234mm) from the edge of the page and at least 0.75” from the body copy.

There should be 0.375” (mm) of space from the right edge of the copy to the right edge of the paper. Color and font size should coordinate to the specifications of the design.

• Website:


Q u a r t e r P a g e A d v e r t i s e m e n t

Specifications



•Headline and Body Copy

Positioned 0.25” (1234mm) from the edge of the template and at least 0.1875” from the body copy.

There should be 0.25” (mm) of space from the right edge of the copy to the right edge of the paper. Color and font size should coordinate to the specifications of the design.

• Website:


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0.375 in

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in

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0.25 in


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W e b s i t e M e d i a

W e b s i t e S t a n d a r d s

Silver Springs web design standards have been

developed to ensure that the brand has a consistent

web presence, internally and externally.

These standards support Silver Springs’ brand strategy

and require that all pages (internally and externally)

adopt a common appearance that will be publicized

across all website media to advertise Silver Springs.

The Silver Springs site will utilize an intuitive web

interface and navigation system that will make it easier

for consumers to locate information they seek, book

trips and events, as well as stay updated on the events

occurring year round at Silver Springs.

For all standard text the web typeface for Silver Springs

is Cooperplate Gothic and Candara font families.

Variations with size and the color palette are acceptable

as per these guidelines.


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M o b i l e M e d i a

M o b i l e S t a n d a r d s

The mobile interface will be designed using a more visual method

and easy navigation system. Specifically for lighter interface this will

be easily synced to promote social media application as well.

The clean, sophisticated layout will mirror the standards set for the

corporate website to ensure a cohesive market presence.


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A p p l i c a t i o n

P r o m o t i o n a l W a r e s

This shows examples of acceptable methods for branding

of Silver Springs uniforms and merchandising. The visual

identity established herein are for promotional use as well

as internal.

Employees will boast a clean polo and hat with the logo

presented as a sold color on a contrasting background. All

materials used in promotional or internal branding efforts

must be bright, beautiful and compliment the brand mark.

Contrasting background to color of logo must be

maintained in order to not lose the visual integrity of the

Silver Springs logo.


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E x t e r n a l A p p l i c a t i o n

The following showcases examples of acceptable methods

for branding of Silver Springs via external applications

such as vehicle wraps and signage. The logo must be

the prominent element of the design accompanying an

appropriate advertorial tagline.


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4 . 0 C a m p a i g n S o l u t i o n s

Silver Springs

P r i n t A d v e r t i s i n gPrint Layout

Overs ize Advetor ia l

W e b s i t e S o l u t i o n s

C o m m e r c i a l M e d i a30 Second Spot

Youtube out let

M e r c h a n d i s i n g

T h e m e P a r k C o l l a t e r a lPark L iterature

Exter ior Park S ignage

C o n c l u s i o n

R e f e r e n c e s


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Launched with a strong web presence print advertisements

are a strong platform to sell to the end-user. The images

focus on interaction with nature and discovering al that

nature has to offer.

Silver Springs is Nature’s Theme Park, so ensuring the

content is the focal point of the park is important to

retaining consistency when promoting the brand essence

that will engage and delight consumers of all ages.

Experience Florida as it was meant to be with Silver Springs,

naturally.


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Beyond print media such as advertorial content featured in magazines Silver

Springs has to establish a brand presence that will saturate the market with

feel-good imagery of the park and people’s interaction with nature. That is

the experince that is Silver Springs.

From bus depots, to park benches and airport advertisements Silver Springs

wants to engage the marketplace to share in the wonder that is nature.



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W e b s i t e S o l u t i o n s

In order to properly channel the target demographic a strong web presence

had to be designed with functionality and end-user experience in mind.

Not only are the images that of the park, but the information is presented

to have everything “Silver Springs” at the consumer’s fingertips. From

booking an event to planning a vacation Silver Springs.com promotes this

with a brand new web platform. Modern, elegant and engaging the viewer

will find their information quickly and can even interact with Silver Springs

through the newly integrated social media platforms.


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C o m m e r c i a l M e d i a


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77S i l v e r S p r i n g s N a t u r e T h e m e P a r k 77


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M e r c h a n d i s i n g

Merchandise is an important aspect to help sell the new branding effort.

Not only were the uniforms designed to create a cohesive presence, but

fun and functional items sold throughout the park were designed not only

to promote the new Silver Springs identity but enhance the overall consumer

experience after visiting Silver Springs.


“ G o t N a t u r e ? ”


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In order to present Silver Springs to the target

demographic the collateral had to be reinvented.

Building upon traditional designs, the brochures were

created with campaign images to tie in back to the

branding recognition being pumped into the advertorial

mediums.

Along with the new park collateral is the visage of Silver

Springs greeting guests. The new sign incorporates an

elegant modern feel and features the new park logo

front and center. This subtle update will help solidify

Silver Springs as a true contender in the competitive

tourism marketplace.

T h e m e P a r k C o l l a t e r a l


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C o n c l u s i o n

After touring the park, experiencing the exhibitions and encountering

the animals the consumer will leave with lasting memories to pass

on to their friends and families alike. In conjunction with the website

and social media portals more traffic will be driven throughout the

various advertising mediums. Television and radio spots will enhance

customer awareness by reminding them that Silver Springs is

continually growing to bring life back to Ocala and this beautiful park.

The rich culture and extensive heritage will procure a lasting

impression to better target more media opportunities while

the campaign initiative will create the cohesive visage required

to best showcase this park. The new channels to market will

fashion mindfulness to those who have not visited and cultivate

curiosity for seasoned visitors to come back, one more time.

Silver Springs is Ocala’s asset and oasis. This project not only

will sustain a community’s faltering economy; it will set a

legacy for timeless wonder and beauty to withstand another

130 years of consumer appreciation and enjoyment.

“ A n d t h i s d a y h a s m a d e a n e w m e m o r y t h a t w i l l l a s t f r o m

t o m o r r o w u n t i l t o m o r r o w .


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Thinkstock. (n.d.) Image 131910048. iStockphoto Collection. “high resoluton canvas texture XXL”. Image retrieved from http://www.thinkstockphotos.com/search/#131910048/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

Thinkstock. (n.d.) Image 133988299. iStockphoto Collection. “flower made of water”. Image retrieved from http://www.thinkstockphotos.com/search/#133988299/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

Thinkstock. (n.d.) Image 131958297. iStockphoto Collection. “Sunny”. Image retrieved from http://www.thinkstockphotos.com/search/#131958297/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank


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R e f e r e n c e s

Thinkstock. (n.d.) Image 78435969.Comstock Collection. “Girl looking at butterfly”. Image retrieved from http://www.thinkstockphotos.com/search/#78435969/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

Thinkstock. (n.d.) Image 106586019. iStockphoto Collection. “Family group outdoors in autumn landscape with parents”. Image retrieved from http://www.think-stockphotos.com/search/#106586019/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

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Thinkstock. (n.d.) Image 123688813. iStockphoto Collection. “Woman in living room watching television”. Image retrieved from http://www.thinkstockphotos.com/search/#%20123688813/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

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Thinkstock. (n.d.) Image 134112263. iStockphoto Collection. “laptop, mobile phone and digital tablet pc computer”. Image retrieved from http://www.thinkstock-photos.com/search/#134112263/c%3D431%2C253%2C632%2C93%2C28%2C34%2C260%2C263%2C13%2C176%2C621%2C648%2C579%2C528%2C590%2C151%2C268%2C515%2C586%2C64%2C663%2C641%2C165%2C477%2C623%2C215%2C445%2C637%2C144%2C675%2C2%2C452%2C451%2C109%2C277%2C161%2C588%2C626%2C68%2C700%2C591%2C460%2C291%2C696%2C344%2C629%2C614%2C647/f%3DPIHV/s%3DDynamicRank

Trails.com (1999-2011). RV Campgrounds near Silver Springs, Florida. Image Retrieved from http://www.trails.com/list_27485_campgrounds-near-silver-springs-florida.html

Wockenfuss, Aaron. (August 4, 2010). Silver Springs Florida. Retrieved from Aaron Wockenfuss website : http://aaronwockenfuss.com/silver-springs-florida/

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