13-Exhibit D - Broward County Port Everglades Logo.pdf

Port Everglades Logo

Exhibit D

BRAND GUIDELINES

This document has been constructed to define and detail the Brand Guidelines for Port Everglades, Broward County, Florida.

1850 Eller Drive, Fort Lauderdale, FL 33316 954-523-3404 • PortEverglades.net

Originated May 2023

What is a Brand?

Why We Brand

Brand Name

Brand Definition

Positioning Statement

Cargo Brand

Cruise Brand

Color Palette

Fonts

Logos

Applications

Table of Contents

Logos, taglines and ads are all important elements representing and defining a brand. But any one of these elements alone is not the brand.

A “brand” is how our target audience defines us

— whether that is in the cruise, engery and cargo industries, our leisure guests, or in our community.

It’s what the Port means to the audience and how its viewed in relation to other ports.

Organizations that define themselves through meticulous branding efforts can better market themselves as a clear alternative to the competition. A strong, distinct brand separates your brand from the din of the marketplace.

Successful branding efforts define your organization as unique among its competition and clearly offer why it’s more desirable over the alternatives.

Once determined, the brand becomes part of everything a organization does. It’s reflected in advertising, public relations, its website and social media. But it’s also reflected in what events the organization considers, how its representatives answer the phone, how various partners reflect their role in relation to the brand, how the organization identifies itself in-market and much, much more.

When branding is done correctly, the brand touches and becomes a part of everything the organization says and does.

What is a Brand? Why We Brand

Brand Name Brand Definition

While research revealed that the name should be geographically specific and not suggest that the Port is located in the Everglades, currently the name will remain Port Everglades. It was felt that the name has a long history under which the port has grown successfully.

At some point in the future the name may change to Port Lauderdale.

The cargo and cruise industries, which are the advertising audiences, are vastly different in how they see the Port, utilize the Port and in what they want from the Port. So, there is discrete messaging specific to these two audiences, but a common presentation for both through unifying elements such as the name, logo, color, design presentation and more.

Port Everglades is a global leader in cruise, cargo and energy. Its superior location, diversity, facility, infrastructure and customer service and its commitment to sustainability ensure success for its business partners and the local community.

Positioning Statement

Brand Definition & Messaging Port Everglades simply makes things easier for all involved, whether cruise line or passenger, and assures that the cruising experience is easy, convenient and fulfilling. It provides the cruise experience without the hassles encountered at other ports. From its easy access by air, highway or rail, to its location in one of Florida’s most popular tourist destinations, to its close proximity to popular Caribbean destinations, Port Everglades has all the right ingredients to make it Florida’s easiest, most convenient and most hassle-free cruise port.

Brand Personality

• Upbeat and fun

• Friendly and warm

• Inviting and welcoming

• Helpful and assuring

Brand Tagline:

World-Class and A Very Warm Welcome

Brand Definition & Messaging Port Everglades is Florida’s leader in cargo shipping.

Its geographic location positions it strategically to transport a diverse, wide assortment of goods and provisions through the state’s most concentrated and efficient system of intermodal connectivity, including the shortest approach to open water in the state.

Port Everglades’ facility and on-site infrastructure seamlessly support all types of incoming and outgoing cargo, while its staff and personnel assure efficient, cost-effective operation for shippers.

Brand Personality

• Efficient and buttoned down

• Positive and forward-moving

• Exceptional connectivity

• Diverse

• The Leader

Brand Tagline:

Perfectly Positioned

CruiseCargo

TURQUOISE SEA

C69 M7 Y29 K0

HEX #3DB3B9

PMS 7472C

SEAPORT BLUE

C91 M62 Y5 K0

HEX #1766AA

PMS 300C

TRANQUIL GREEN

C36 M0 Y26 K0

HEX #A3D8C7

PMS 565C

SUNRISE YELLOW

C0 M20 Y60 K0

HEX #FFCE7B

PMS 1345C

NEPTUNE BLUE

C100 M90 Y0 K10

HEX #1E398D

PMS 7687C

The palette consists of colors found in and around Port Everglades and has been selected to reinforce the brand and its marketing efforts. As a port prominently located in Florida, the five colors naturally reflect the cool waters and warm sky of the region, with a range of hues that are bold and bright. The color profiles listed below include CMYK or four color process percentages, HEX color codes for web use, and Pantone Matching System (PMS) swatch colors.

Color Palette

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Ad Fonts

Header Neutra Text TF Demi Alt Alternative Font: Montserrat Regular

Subheader Neutra Text TF Book Alt Alternative Font: Montserrat Light

Body Copy Neutra Text TF Light Alt Alternative Font: Montserrat Light

Neutra Text TF Demi Alt (Bold Copy) Alternative Font: Montserrat SemiBold

Notes

• Use the “Alt” versions of Neutra Text font family.

• Lists and footnotes should be indented .5” from the left.

• Space / line breaks should be added in between headers, subheaders, body paragraphs, lists, and footnotes.

• When possible, use increased leading between copy lines.

Formatting Examples

* Example text

The logo mark of the Port is the key brand element in all communications. It consists of the following:

Icon: A stylized trident rises up through a series of waves, its three points breaking through the surface, all of which is enclosed within a circle. The trident symbol speaks to the Port’s three main business sectors: Cruise, cargo and energy; and its three core values of strength, resilience and sustainability.

Name: Port Everglades (set in all caps) in the Neutra Text TF Demi Alt font.

Location identifier: Consists of one line, set in all caps — Broward County • Florida — in the Neutra Text TF Demi Alt font

The primary or preferred logo lockup has the icon on the left with the Name to the right (left-aligned text), and the Location Identifier beneath the Name (right-aligned text).

An alternative configuration of the port logo has been created for instances where horizontal space is limited or legibility of the logo may not be as desired. In these applications, the stacked version of the logo, as shown here, is acceptable. All other logo use and guidelines still apply. Do not move, enlarge or shrink the icon as it will cause an imbalance.

Logos Option 1: For a white background and when more appealing.

Option 2: For a color background and when more appealing.

Seaport Blue Reversed

Primary: Minimum 1.25” (90 px) wide Stacked: Minimum 1” (72 px) wide

Variations Variations of the Port Everglades logo are available to meet a multitude of publishing parameters and uses. The full color Primary logo should always be the go-to logo, either Option 1 or 2 depending on the background color.

When there is only a one-color option on a white or light backgound, use the Seaport Blue versions. For a one-color option on a dark background, use the Reversed or white versions.

Minimum Sizes & Clearance To maintain legibility, all logos should be at least the minimum sizes outlined on the right. Using the icon as a guide for spacing around the logo, the amount of clearance should be equal to half the width of the icon circle on all sides.

Do not move, enlarge or shrink the icon as it will cause an imbalance. Half the width of the icon circle

Logos

What TO Do

• DO use the high-resolution files provided based on print or digital placement.

• DO use the version with the best legibility on top of your background, the full-color version of all logos is preferred.

• If not using a white background, DO only use light tints of color behind the logo.

What NOT TO Do

• Do NOT adjust the colors of the logo.

All approved versions are provided.

• Do NOT stretch or distort or the logo.

• Do NOT reproduce over strong patterns or high contrast areas.

• Do NOT rearrange the elements.

• Do NOT recreate the logo.

• Do NOT place color logo on dark background.

• Do NOT move, enlarge or shrink the icon as it will cause an imbalance.

Logos

Applications

Print Ad Examples

Cargo Industry CommunityCruise Industry