Design & Communications Style Guide - Bruce CountyStyle Guide v 1.0 2 CONTENTS INTRODUCTION One story 3 One entrepreneur 5 Macro approach 7 Brand mantra 9 Keywords 11 LOGO The logo

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Design & Communications Style Guidev 1.0

2

CONTENTS INTRODUCTIONOne story 3

One entrepreneur 5

Macro approach 7

Brand mantra 9

Keywords 11

LOGOThe logo 14

Clear space & minimum size 15

Logo suite 16

Incorrect usage 17

Working with the County logo 18

Working with the County star 19

TYPOGRAPHYTypefaces 21

Text style 22

COLOURPalette 24

GRAPHIC ELEMENTS Photography 26

Pattern block 27

Imagery Treatment 28

AUDIENCEAudience profiles 30

ENGAGEMENT MESSAGINGMessaging billboards 33

APPLICATIONSLetterhead 40

Large cheque 41

Postcard 42

Brochure 43

Poster 44

Website 45

Online advertising 46

E-newsletter 47

Branded collateral 48

Banner stands 49

Pop-up display and table cloth 50

Tent 51

3

One StoryThousands of Businesses

4

Imagine what life and work could be. With time and space to grow. Where it’s less about the race and more about individual drive. Where tinkering leads to invention, art becomes industry and sweat becomes equity. And where that equity goes 100% further than you ever imagined. Consider a life where energy, nature, agriculture and innovation all combine to create fertile ground for finding yourself in a position to build what you always dreamed possible.

The Business To Bruce program is designed to bring this story to life throughout Bruce County. It’s comprised of the tools and direction individual communities need to attract entrepreneurs and support their commercial efforts. It’s also about creating and sustaining local business owner networks and a progressive culture for the future. The emphasis is on inspiring and supporting great people who will lead change and seize opportunity here in Bruce County.

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One Entrepreneur Countless Ripples

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They start businesses, employ families, expand operations, guide communities, take risks, promote locations, invest locally, lead change and inspire generations. The ripples produced by every entrepreneur we attract and support have the potential to form waves of positive change.

Bruce County was established by early entrepreneurs—the pioneers and explorers who traveled here by cart path or water to clear land, build farms and create communities. Our new pioneers in the energy sector, retail, agri-production and innovation are continuing the tradition. Our role is to guide the process and support their efforts.

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Macro Approach

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County

Municipal

Local leaders

BRUCE COUNTYThe 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 County will act in a leadership capacity by administering the overall strategy.

MUNICIPALITYThe municipalities are to work at ensuring the community is ready for business, selling their communities’ business brand, managing recruitment tools and supporting local leaders.

LOCAL LEADERSLocal leaders need to work to foster a business culture with ambassadors on 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.

For our Economic Development Strategy and the Business To Bruce program to be successful, it requires the involvement of the county, municipalities, business groups and local entrepreneurs.

This macro approach acknowledges that there is hidden leadership potential in our communities that need support and resources to materialize. By harnessing this potential, we will see meaningful and significant changes on the ground in all of our communities.

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Brand Mantra

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It’s about ‘who’, not ‘what’ they do. Attract the right people. Sustain the right culture.And thrive.

11

Keywords

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Opportunity diversitymarket accesstalentcraftenergyenvironmentagri-productioncooperativelocal strengthtourism

Lifebalancenaturaloutdoorsadventureexplorationwater timecontrolpacecomfort

Culturepeer-supportmunicipal-supportconnectednessnetworksreferralsprogressiveinnovativeenjoyableleadershipmentors

We attract entrepreneurs with our blend of opportunity, lifestyle, access to support and culture. Use the keywords below in communications to ensure your community makes the connection.

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Logo

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THE LOGO

STANDARD LOGO

The standard version of the ETB logo should be used in corporate applications and in communications with suppliers.

15

LOGO: MINIMUM SIZE

LOGO: CLEAR SPACE

To ensure maximun visual impact, the logo should be kept clear of competing text, busy images and graphics. It must be surrounded on all sides by adequate clear space. The height of the letter ‘B’ in the logo is used as the measuring tool to maintain clearance.

To ensure proper reproduction, the minimum size for the Business To Bruce logo is 1” wide in print applications, or 144 px wide in digital applications.

Print: 1” Digital: 144px

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FULL COLOUR

ONE COLOUR

GREYSCALE

BLACK AND WHITE

LOGO: THE SUITE

POSITIVE NEGATIVE

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The consistent application of the Business to Bruce logo is essential for building and maintaining brand identity. The logo should never be altered or redrawn in any way and only approved digital artwork should be used in documents and on the web. While not an exhaustive list, the examples here illustrate some incorrect uses to avoid.

to to

to

toto

toIN PORT ELGIN

DO NOT add text or elements to the logo

DO NOT move or adjust portions of the logo

DO NOT skew the logo

DO NOT change the fonts used in the logo

DO NOT change the colour of the elements of the logo

DO NOT adjust the size or proportions of the logo

LOGO: INCORRECT USAGE

18

FIND YOURSELF IN BRUCE COUNTY


Start a business Expand business Match your skills Bruce life Partner up

Where’s Bruce Privacy Login/Register

Port Elgin

Paisley

Sauble Beach

Southampton

Wiarton

Ripley

Walkerton

Kincardine

Lion’s head

Lucknow

Teeswater

Mildmay

Tobermory

talk bruce

THE BRUCE COUNTY LOGO

As the ‘Bruce’ name is equally prominent and similarly used in both the Business To Bruce and masterbrand logos, it is recommended not to have them appear at the same time or on the same side of a surface.

For a print example, position the Business To Bruce logo on the front cover of a multipage document and include the full Bruce County logo on the back cover.

For an online example, position the Business To Bruce logo in the header of the website and the Bruce County logo in the footer.

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 of brand-based communications. Just don’t mess with the logo longitude and latitude. The Bruce County masterbrand, either in the full logo form or the star, should always be present on Business To Bruce marketing materials as the ‘signature’ or a ‘stamp of approval’ that tells the audience that this is a Bruce County product.

Brochure front and back cover Website

Find yourself in Bruce County

LOGO: WORKING WITH THE COUNTY LOGO

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LOGO: WORKING WITH THE COUNTY STAR

THE BRUCE COUNTY STAR

The Bruce County star can be used with the Business To Bruce logo at the same time and on the same side of a surface.

The ideal position of the Business To Bruce logo is at bottom right.

• If the Business To Bruce logo sits in the right end of a horizontal logo band then the star should be positioned at the left end.

• If the Business To Bruce logo does not sit within a logo band but is at the bottom right of the document, then the star can be positioned either at top right or top centre depending on the layout of the rest of the page.

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 all Business To Bruce materials. By using the star as much as possible, the Bruce County brand will reach audiences through the sub-brands as well as the primary brand.

Online ad with logo in logo band

Brochure cover with County star at top right and Business To Bruce logo at bottom right

Poster with County star at top centre and Business To Bruce logo at bottom right



LOREM IPSUM DOLOR SIT AMET:Email: [email protected] | Tel: 519-832-2082

STARTER COMPANYSEMINAR SERIES

Date Cras volutpat risus vitae Id suscipit est aliquet Est vestibulum dolor lorem ipsum



September




October








November

DATE TOPIC SPEAKER LOCATION

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Typography

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Archer LightArcher BookArcher MediumArcher SemiboldArcher BoldArcher Black

Archer Light ItalicArcher Book ItalicArcher Medium ItalicArcher Semibold ItalicArcher Bold ItalicArcher Black Italic

Oldstyle figures

1234567890

Lining figures (use all caps)

1234567890

Tabular figures (for tabular data)Available in any of the Archer Pro font packages at website above

One of the key factors in any new identity is the use of a specified type family for text or running copy. Using a consistent family of typefaces visually reinforces the identity of Business To Bruce. When using Microsoft Office applications to create communications, use the set fonts in the Bruce County templates.

IDEAL SANS

Ideal Sans is the primary typeface used in Business To Bruce communications. It can be used for headings, introductory text, subheadings, body copy, and any text smaller than 8pt such as page footers, captions and credits.

Substitute font: In daily correspondence, online communications and in sharing live documents, the typeface Trebuchet may be used as a substitute for Ideal Sans.

ARCHER

Archer is the secondary typeface used in Business To Bruce communications. It is most effective when applied in short amounts of copy and pull-quotes.

Substitute font: When unavailable, Rockwell may serve as a substitute for Archer.

Ideal Sans LightIdeal Sans BookIdeal Sans MediumIdeal Sans SemiboldIdeal Sans Bold

Ideal Sans Light ItalicsIdeal Sans Book ItalicsIdeal Sans Medium ItalicsIdeal Sans Semibold ItalicsIdeal Sans Bold Italics

Oldstyle figures

1234567890

Lining figures (use all caps)

1234567890

Tabular figures (for tabular data)Available in any of the Ideal Sans Pro font packages at website above

TYPOGRAPHY: TYPEFACES

22

TYPOGRAPHY: GENERAL STYLES

Headline StyleFont: Ideal Sans Book, 36ptCase: Sentence case or all capsText colour: White or PMS 540

Introductory textFont: Ideal Sans Light, 14ptCase: Sentence caseText colour: PMS 540 or white

Subheading Style 1 Font: Ideal Sans Semibold, 14ptCase: Sentence caseText colour: PMS 540 or white

Subheading Style 2 Font: Ideal Sans Semibold, 10ptCase: All capsText colour: PMS 540 or white

Body copyFont: Ideal Sans Light, 10ptCase: Sentence caseText colour: PMS 540 or white

Pull quoteFont: Archer Book, 14ptCase: Sentence caseColour: PMS Warm Red

4

5

6

1

2

3

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Cras faucibus urna fringilla cras velit tortor

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Etiam eget mi in ex blandit pharetra. Nunc convallis, ipsum tristique rutrum varius, nibh quam sid al. Suspendisse eleifend lobortis nisl in malesuada. Nullam dictum lacus nec risus pretium, nec bibendum ex semper integer eu egestas mi.

36 pt

14 pt

14 pt

14 pt

10 pt

10 pt

2

3

4

5

6

1

*Sizes listed here are general guidance for printed letter-sized documents. Exact sizes will vary depending on medium and final output size.

Text style guidelines for general printed collateral are outlined below. Exact point sizes may vary according to output size and medium.

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Colour

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The logo colour palette is an important part of the Business To Bruce brand. When used consistently, a strong visual identity will be built for Business To Bruce and the County.

PMS 540CMYK 100/80/39/37RGB 0/48/86HEX 003056

PMS 540 (70% tint)CMYK 77/55/30/8RGB 76/104/134HEX 4B6886

PMS 540 (50% tint)CMYK 55/38/24/0RGB 124/143/166HEX 7C8FA6

PMS 540 (30% tint)CMYK 30/20/13/0RGB 176/187/201HEX B0BBC9

PMS 540 (15% tint)CMYK 14/9/6/0RGB 216/220/228HEX D8DCE4

PMS WARM REDCMYK 0/87/80/0RGB 255/68/56HEX FF4438

CMYK 0/0/0/0RGB 255/255/255HEX FFFFFF

PALETTE COLOURS

TINTS

Tints of PMS 540 may be used for tables, charts, data visualization and background colours. Commonly used tint percentages are specified here.

Tints of PMS Warm Red is only appropriate for use in the pattern grid as set in the artwork file.

COLOUR: PALETTE

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Graphic elements

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PRIMARY: ENVIRONMENTAL PORTRAITS

The primary subject matter in photography for Business To Bruce should be people. A person(s) is the primary subject and the backdrop should be their place of work, business or local environment. Facial expressions and poses should appear natural, compelling and confident. The image should be able to tell a story of the person and their field of work.

SECONDARY: BUSINESS LIFE

The second type of photography focuses on the general activities of the business community and should be used to provide support to a primary image in which an explorer is more clearly depicted. Images taken in natural lighting are preferable and avoid images which are predominantly dark.

Photos shown are for reference only.

GRAPHIC ELEMENTS: PHOTOGRAPHY

27

The pattern block is an grid pattern derived from the Bruce County logo. Suitable applications for the pattern block include feature image treatments, edge applications, and backgrounds.

IMAGE TREATMENT APPLICATION

For feature images, the pattern block is designed to work with and within the imagery by separating the subject from the background and providing an area for the headline. See following page for instruction.

EDGE APPLICATION

Applying the pattern block to the edge of a colour block or document adds visual interest and rounds out the visual identity.

Bring your business dreams home to Bruce County.

Imagine your kids growing up where you did.

PAY TO THE ORDER OF

DATE

THE SUM OF

MEMO

GRAPHIC ELEMENTS: PATTERN BLOCK

There’s flexibility in what part of the pattern grid is framed.

There’s flexibility in what part of the pattern grid is framed.

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For marketing pieces which can accommodate a central feature image with headline, integrate the red-patterned block into the photo so that it separates the subject from the background. In this way, it serves as a visual device which highlights the subject, the headline and the visual brand identity.

The heart says ‘grow’; the math says ‘here’.

Get the support you need to expand in Bruce County.

What happens next is finally all about you.

Bruce County is your business launch pad.

There’s talent inside you. Set it free.

Bruce County is an incubator for budding entrepreneurs.

Right diagonal

Forward arrow

Left diagonal

FRAMING OPTIONS

When applying the pattern block to feature images:

1) Identify the location and shape of the pattern block to be applied.

2) Separate the subject from the background with at least one diagonal edge. The rest of the pattern block should bleed to the edge of the image.

3) Apply a Colour Overlay effect to the pattern layer of PMS Warm Red, 70% opacity.

3) Place the pattern layer in a Group folder and set the Blend mode of that Group to Multiply.

4) If the background image area behind the pattern block is very dark, the pattern block may not be visible enough or appear too dark. In these instances, a solid white fill in the same shape of the pattern block may need to be added behind the pattern block at a transparency of anywhere between 60-75% as shown in the samples here.

GRAPHIC ELEMENTS: IMAGE TREATMENT

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Who exactly are we trying to engage?

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Having a conversation with a total stranger is difficult for most people. Engaging that same stranger in a meaningful conversation and holding their attention is even tougher. Those two points inform the primary challenge of attraction communications. So we created personas to establish some opening thoughts. Then we communicate from the audiences point of view or in a manner that empathizes with their unique emotional state. Understanding what motivates your audience emotively and following that up with rational thinking is the path to attractive communications.

LOCAL AUDIENCES

Existing Business Owner-Operators (expansion)

• Business owners who are already committed to the area are the most likely targets for expansion or complimentary business.

• An engaged business leadership community would bring these people to the surface; identifying and eliminating roadblocks would demonstrate ‘business readiness’.

Bruce Alumni (those who moved away and want to come home)

• Reaching out to those who have moved away using social media may be the encouragement needed to bring them home.

Family & Friends (local outreach & networks)

• Give residents of each community tools and reason to promote local opportunities to their personal networks.

Bruce Power Families• There is a unique cluster of educated, skilled and likely under-utilized talent in the region.

• Engage and mobilize this group in business development (whether the topic is energy or something totally unrelated).

31

REGIONAL AUDIENCES

Regional/Provincial Boomers 55+ • They live in the region but are more likely to be located in urban centres to the south and east.

• They have pensions, savings, desire to try something new and are looking to fulfill ambitions.

Free Spirits (younger, entrepreneurial, seeking change)

• Different age group, same locations as 55+.

• Artisans, small business, contract and freelance lifestyles.

Tourists (stop and stay)

• 100,000+ pass by each year (and may be attracted to the brands).

• Local marketing and regional marketing can reveal the potential of staying long term.

Seasonal Residents (already invested)

• There are seasonal residents throughout the region.

• Marketing programs will demonstrate the potential of staying year ‘round (turning seasonal lifestyle into a full-time lifestyle).

32

Engagement Messaging

33

Existing Business Owners Operators

Entrepreneurs and prospective business expansion or start-ups audiences are people first. What inspires them? What captures their attention. For every audience segment, the answer is a unique twist on our explorer messaging. The next few pages demonstrate tailored messaging for every audience we’re trying to reach.



34



Bruce Alumni

35

There’s talent inside you. Set it free.

Bruce County is an incubator for budding entrepreneurs.

Bruce Power Families

36

What happens next is finally all about you.

Bruce County is your business launch pad.

Bruce Boomer

37

Around here, loving what you do is not a cliché.

Bruce County is where life balances work.

Free Spirit

38

Maybe it’s time to stay on vacation.

It’s the perfect time to relocate your business.

Tourists

39

APPLICATIONS

40

APPLICATIONS: LETTERHEAD

John Smith123 Anywhere St.Southampton, ON A01 2B3

June 1, 2017

Dear John,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam non tellus non lorem pulvinar mattis eget at nisl. Vivamus tempor ipsum massa, vitae sollicitudin massa ullamcorper id. Nunc viverra odio nunc, quis lobortis nisi congue eu. Etiam nunc tellus, elementum ac lectus in, feugiat elementum justo. Nunc ac placerat neque. Suspendisse potenti. Nunc et leo a sem molestie dapibus. Proin volutpat mattis velit. Maecenas elementum elit sapien.

Quisque commodo ac ex nec finibus. Integer mauris nibh, maximus eu ligula ut, iaculis tincidunt tellus. Morbi lectus nulla, accumsan vel velit eget, rhoncus fermentum nulla. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Sed rhoncus arcu eu eros efficitur maximus. Pellentesque eget lobortis tellus. Fusce ante velit, gravida et nibh sed, feugiat ultrices libero.

Sed scelerisque leo eget erat iaculis, sed pharetra nulla vulputate. Mauris pharetra libero eu lacus condimentum, in consequat enim lobortis. Curabitur in justo neque. Praesent velit nibh, efficitur eget metus vel, fringilla aliquam erat. Donec fermentum ullamcorper nibh, sit amet eleifend arcu semper in. Aliquam fringilla leo scelerisque hendrerit facilisis. Quisque sodales at nunc vel placerat. Suspendisse potenti. Etiam eu nibh sit amet dolor gravida mollis in sed justo.

Sincerely,

Jane SmithTitle

30 Park Street, Walkerton, ON N0G 2V0businesstobruce.com

Address and URL:Ideal Sans LightFont size: 8 ptColour: PMS 540

Address, Date, Salutation, and Body of Letter:Arial RegularFont size: 10 ptColour: Black(1 line space between )

Closing Line:Arial RegularFont size: 10 ptColour: Black

0.5”

0.5”

2.75”

10.625”

1.375” 7.875”

1.0”1.25”

5.75”

41

APPLICATIONS: CHEQUE

PAY TO THE ORDER OF

DATE

THE SUM OF

MEMO

0.3”

0.3”

0.7”

3.125”

5.0” 6.7”

Text fields:Ideal Sans BookAll capsFont size: 7 ptColour: 80% Black

Size: 7” x 3.5”

42



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APPLICATIONS: POSTCARD

0.25”

4.0”

4.6”

6.75”0.875”

a

c

d

FRONT

Headline:Ideal Sans BookFont size: 24 ptColour: White

Theme: Ideal Sans MediumFont size: 12 ptColour: PMS 540

BACK

Subheading:Ideal Semibold Font size: 14 ptColour: White

Body copy:Ideal Sans LightFont size: 10 ptColour: White

Pull quote: Archer BookFont size: 14 ptColour: PMS Warm Red

a

b

c

d

e

b

e

Size: 7” x 5”

43

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C

4 5businesstobruce.on.ca


Start a business

Expand a business

Match your skills

Bruce life

Partner up

CONTENTS

3

6

8

11

13

Contact Us

[email protected]

Imagine what work balanced by a better lifestyle could be. Where it’s less about the race and more about individual drive. Where you find the fertile ground, talent and community culture to build the business you’ve always dreamed possible.

APPLICATIONS: BROCHURE

Size: 6.5” x 10”

44

LOREM IPSUM DOLOR SIT AMET:Email: [email protected] | Tel: 519-832-2082

STARTER COMPANYSEMINAR SERIES




September




October








November

DATE TOPIC SPEAKER LOCATION

Lorem ipsum dolor sit amet consectateur id melori


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Date: Month Day, YearTime: 00:00 a.m.Location: Lorem ipsum dolor

APPLICATIONS: POSTERS

Sample poster for premier eventSample poster for seminar

45

FIND YOURSELF IN BRUCE COUNTY


Start a business Expand business Match your skills Bruce life Partner up

Where’s Bruce Privacy Login/Register

Port Elgin

Paisley

Sauble Beach

Southampton

Wiarton

Ripley

Walkerton

Kincardine

Lion’s head

Lucknow

Teeswater

Mildmay

Tobermory

talk bruce

APPLICATIONS: WEBSITE

46


FIND YOURSELF IN BRUCE COUNTY.


APPLICATIONS: ONLINE ADS

47

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FUSCE VITAE VEHICULAR

ask bruce

Q: Vestibulum ante ipsum primis in faucibus orci luctus?A: Ut imperdiet egestas enim ac pharetra. Aliquam tincidunt cursus dapibus. Ut elit tortor, malesuada vitae lectus et.

For more information:[email protected]

INSPIRE/EMBRACEBusiness to Bruce lorem ipsum dolor sit

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nascetur ridiculus mus. Duis eleifend interdum metus non tempor. Vitae posuere lacus mattis. Integer convallis el adit pellentesque pretium. Elit phasellus massa ipsum mollis eu lacus eget, pretium faucibus lectus amelor.

I



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FUSCE VITAE VEHICULAR

ask bruce

Q: Vestibulum ante ipsum primis in faucibus orci luctus?A: Ut imperdiet egestas enim ac pharetra. Aliquam tincidunt cursus dapibus. Ut elit tortor, malesuada vitae lectus et.

For more information:[email protected]

INSPIRE/EMBRACEBusiness to Bruce lorem ipsum dolor sit

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nascetur ridiculus mus. Duis eleifend interdum metus non tempor. Vitae posuere lacus mattis. Integer convallis el adit pellentesque pretium. Elit phasellus massa ipsum mollis eu lacus eget, pretium faucibus lectus amelor.

I

APPLICATIONS: E-NEWSLETTER

48

APPLICATIONS: BRANDED COLLATERAL

49


The heart says ‘grow’; the math

says ‘here’.Find yourself in Bruce County

APPLICATIONS: BANNER STANDS

50

Find yourself in Bruce CountyImagine what work balanced by a better lifestyle could be. Where it’s less about the race and more about individual drive. Where you find the fertile ground, talent and community culture to build the business you’ve always dreamed possible.

The heart says ‘grow’; the math

says ‘here’.


42 EXECUTABLES

DISPLAY

BusinessToBruce.com

Imagine yourkids growing upwhere you did.

BusinessToBruce.com

It’s the perfect time to move your business home.


BusinessToBruce.com


Are you ready to turn your passion into your business?

BusinessToBruce.com

It’s the perfect time to start your business.

Dreaming about what your business could be?

BusinessToBruce.com

It’s the perfect time to expand your business.

APPLICATIONS: POP-UP DISPLAY AND TABLE CLOTH

51

Find yourself in Bruce CountyImagine what work balanced by a better lifestyle could be. Where it’s less about the race and more about individual drive. Where you find the fertile ground, talent and community culture to build the business you’ve always dreamed possible.

42 EXECUTABLES

DISPLAY

BusinessToBruce.com

Imagine yourkids growing upwhere you did.

BusinessToBruce.com

It’s the perfect time to move your business home.


BusinessToBruce.com


Are you ready to turn your passion into your business?

BusinessToBruce.com

It’s the perfect time to start your business.

Dreaming about what your business could be?

BusinessToBruce.com

It’s the perfect time to expand your business.

APPLICATIONS: TENT

Design & Communications Style Guide - Bruce CountyStyle Guide v 1.0 2 CONTENTS INTRODUCTION One story 3 One entrepreneur 5 Macro approach 7 Brand mantra 9 Keywords 11 LOGO The logo

Documents