2025 OSF Brand Guidelines.pdf

BRAND GUIDE Volume 1 August 2025

Ohio State Fair Brand Guidelines

Content Brand Identity

1. Introduction

Logo

2. Anatomy

3. Correct Choice

4. Correct Choice cont.

5. Clear Space

6. Scaling

7. New Look

8. Legibility

9. Improper Use

10. Quick Guide

Colors

12. Color Palette

13. Extended Palette

Typography

15. Core Fonts

16. Catalog

17. Restrictions

Iconography

19. Groups

20. Legibility

21. Variants

Our brand is more than a logo pack, color palette, images and typefaces.

It’s who we are, what we stand for and how we connect with our customers.

Our brand touches all aspects of the agency, and is directly connected to the customer experience.

These brand values should be reflected in how the Ohio State Fair engages with its customers and delivers on its promise of value and service.

Brand. Introduction

All parts matter.

Brand Signature

The Ohio State Fair brand signature consists of two components - the logomark and the wordmark. The wordmark is specially kerned and adjusted, and is set in the typeface Work Sans Bold. It should not be typed out or re-written.

Isolated Marks

The isolated logomark or wordmark can only be used in limited circumstances – any use of the logomark or wordmark separately, should be approved by the Ohio State Fair, visual communications department.

Logo Approval Request

Please email j.oloughlin@expo.ohio.gov for approvals.

Logo. Anatomy

Wordmark

Lockup

Lockup

Logomark

Logomark

Wordmark

Logo. Correct Choice

Choose wisely. The brand depends on it.

The full color logo is the preferred option. For single-color projects, use the provided black or white logos only.

SPECIAL CONSIDERATION: Our logos are set in stone. Use them exactly as provided whether on light or dark backgrounds, we’ve designed the right version for you.

Logo. Correct Choice (continued)

Make the right decision.

Where there is a background with insufficient contrast, either the reverse multi-color with the white outline or single color-white logos should be used.

SPECIAL CONSIDERATION: Our logos are set in stone. Use them exactly as provided whether on light or dark backgrounds, we’ve designed the right version for you.

Logo. Clear Space

Pay attention to your surroundings.

Clear space is the protected area surrounding the Ohio State Fair logo that must remain free of text, images, or other design elements.

This buffer preserves legibility, keeps the logo visually strong, and ensures it always appears uncluttered and consistent across all applications.

Clear Space | Mark

Clear Space | Lockup

Clear Space

Indicator

Clear Space

Indicator

Logo. Scaling

Use the right size for the job.

The minimum sizes for print and digital applications have been calculated to ensure maximum legibility. Just as it is important to ensure the logo is no smaller than the recommended sizes, use caution when scaling the Ohio State Fair logo up. If the logo is too big, it may become overpowering and the viewer will lose the true intent of the messaging.

.75”

1.5”

1”

Logo. New Look

The future is now.

Our new logo wordmark represents the redeveloped brand for Ohio State Fair and should therefore be the only logo used for any marketing, promotional or instructive applications from this point forward.

The new Ohio State Fair wordmark is the official logo for all marketing and promotional use. Discontinue all older graphics and replace them with the new logo.

Discontinue the use of older Ohio State Fair Graphics badge and replace with the new Ohio State Fair logo in all applications.

Legibility matters.

Background color palette and images must not affect the legibility or clash with the Ohio State Fair logo. The preferred treatment is the full color logo. If it must be used on a photographic or colored background, use the appropriate one color version. There must be sufficient contrast to ensure the brand is clear and recognizable.

Logo. Legibility

Logo. Improper Use

Dont’s and more dont’s.

Only the original Ohio State Fair logo should be used on all materials. Do not reproduce, redraw, change, alter, recreate or combine any other graphic or typographic elements. Shown here are some examples of unacceptable usage.

Never add effects such as bevel, textures or drop shadows

Never substitute the wordmark for a typed word in the logo

Never change the color palette of the logomark or wordmark

Never outline any of the elements of the logomark or wordmark

Never flip or reposition any of the elements of the logo

Never alter the logomark in any way

Never resize any portion of the logomark or the wordmark

Never alter the wordmark in any way, never type it out yourself even if you have the official font

Never skew the logo and ensure it is always sized proportionately

STATE FAIR

July 29 - August 9, 2026

State Fair

JULY 29 - AUGUST 9, 2026

Brand Signature The Ohio State Fair signature is made up of two components, the logomark and the wordmark.

The wordmark is a specially kerned and adjusted version of Work Sans Bold. These components must never be altered, reproduced or changed in any way.

Reversed Logo Where there is a background with insufficient contrast, either the reverse multi-color with the white outline or single color-white logos should be used. Do not alter our logos in any way. Each version has been purposefully created for use on light or dark backgrounds.

Logo Formats Please use the relevant format of the logo. This will ensure accurate color output and resolution. EPS/ Vector logos are to be used for all collateral with exception to digital marketing/web use.

Usage

Safe Area Maintain minimum clear space, measured from the shadow of the “O” to the base of the arch, around all Ohio State Fair logos. (See diagram).

Minimum Size The word “State Fair” needs to be legible at all times.

These are the minimum sizes for print and digital use.

Rules Resized logo proportionally and do not skew.

Don’t crop or change, add elements or alter the orientation of the logo in any way.

Logo. Quick Guide

Format Color System

Print EPS (preferred)

JPEG (high resolution)

CMYK, PMS

Digital PNG, JPEG RGB

Signage EPS, PDF CMYK, PMS

STATE FAIR

July 29 - August 9, 2026

State Fair

JULY 29 - AUGUST 9, 2026

Clear Space

Indicator

Clear Space

Indicator 1.5”

.75” 1”

Colors

12. Color Palette

13. Extended Palette

BROWN

PANTONE 470 C

Ohio State Fair Brand Guidelines

Colors. Core Palette

Where words fail, color speaks.

Across our marketing materials, we use color to create a distinctive visual style and to communicate the nature of our brand.

Primary Color Palette

The primary palette celebrates Ohio’s story, rooted in fertile soil, energized by innovation, and moving confidently into tomorrow.

SPECIAL CONSIDERATION: certain colors are specified with different PANTONE® color values depending on coated or uncoated paper applications. Be sure to follow the guidelines as outlined.

LIGHT BLUE

PANTONE 2995 C

BLACK

PANTONE 294 CP

LIGHT GREEN

PANTONE 380 C

DARK GREEN

PANTONE 576 C

HEX: #789D4A

RGB: 120.157.74

CMYK: 24.0.53.38

WHITE

BROWN

PANTONE 732 C

DARK RED

PANTONE 187 C

Ohio State Fair Brand Guidelines

Colors. Extended Palette

Color is the mood, the memory, and the energy.

Across our marketing materials, we use color to create a distinctive visual style and to communicate the nature of our brand.

The secondary palette sparks creativity in every season, utilizing blue for curiosity, red for energy, and gray for unwavering strength.

SPECIAL CONSIDERATION: certain colors are specified with different PANTONE® color values depending on coated or uncoated paper applications. Be sure to follow the guidelines as outlined.

DARK BLUE

PANTONE 2945 C

ORANGE

PANTONE 1375 C

RED

PMS 186 C

BLUE

PANTONE 3005 C

YELLOW

PANTONE 7408 C

GRAY

PANTONE 432 C

PEACH

PMS 177 C

Typography

15. Core Fonts

16. Catalog

17. Restrictions

Typography. Styles

Work Sans Title/Display. Designed for large, prominent text to grab attention and set a tone.

Style isn’t a detail; it’s our brand’s blueprint.

Our selected typefaces are modern, clean, legible, and flexible in their variety of weights.

Work Sans, Brygada 1918 and Open Sans are open source typefaces available on Google Fonts, aiding in the ease of implementation across all agencies and divisions for the State.

SPECIAL CONSIDERATION: when downloading files from Google Fonts, be sure to install the “static” fonts (e.g. Light, Regular, Bold, etc) rather than the “variable” fonts as these are not fully supported by all apps.

Brygada 1918 Decorative. Designed to grab attention and establish a specific mood, theme, or brand identity.

Open Sans Body Copy. Designed for the bulk of a document, article, or website. Its main purpose is to be highly readable, conveying information clearly and comfortably to the reader.

Typography. Catalog

Work Sans Light Regular SemiBold Bold Black

Brygada Regular SemiBold Bold

Italic SemiBold Italic Bold Italic

Open Sans Light Regular SemiBold Bold ExtraBold

Light Italic Italic SemiBold Italic Bold Italic ExtraBold Italic

Typography. Restrictions

Not part of the visual system.

Styles. Do not use typefaces that are not part of the visual system.

The only rule is, there are rules.

Do not distort fonts because their integrity is the foundation of brand recognition and trust.

Modifying typography sends an inconsistent, unprofessional message that dilutes the brand’s identity and confuses the audience.

WEIGHTS TOO SIMILAR

WHEN DIFFERENTIATE.

Contrast. Do not use weights that are too similar when differentiating kinds of information, like headlines and subheads. As a general rule, skip a weight for better contrast and/or use color to aid in contrast.

AVOID DISTORTING

THE FONTS IN ANY WAY.

Proportions. Do not alter, expand, or condense the typefaces in any way.

Iconography

19. Groups

20. Legibility

21. Variants

Iconography. Groups

Navigate with clarity.

Our iconography creates a universally understandable and efficient visual communication system. In a large, complex, and potentially crowded space, well-designed icons enhance usability, improve accessibility, reinforce brand identity, and ensure safety for all attendees.

Landmarks

Directions

Services

Events school bus

Iconography. Legibility

Contrast is key.

Foreground color choice is key to legibility, as different combinations affect readability.

While not absolute, these guidelines help select the best color value for any background.

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Built to Flex. Designed to Last.

Using multiple variants of icons offers significant benefits for our design system, and the overall visual experience.

Monochrome Icons use a single color, usually white or black, making them highly versatile and easy to implement. This style can be applied to both solid and outline icons.

Iconography. Variants

Color-filled These icons use bold colors to fill their interior shape.

Duotone+Tint These icons feature two contrasting colors to create depth and visual interest without being visually overwhelming.

Solid Icons are two-dimensional, without any gradients, drop shadows, or textures that suggest depth. This is a very common style today for its clean and modern feel.

Help is here.

For all design asset or brand guidance requests, please use our project request portal on Monday.com (membership required) to ensure we can track and prioritize your submission efficiently.

If you have a quick question or need immediate assistance, you may also reach out to a member of the Visual Communications team:

Julian O’Loughlin Sr. Creative Director j.oloughlin@expo.ohio.gov

Shaun Casbarro Creative Director s.casbarro@expo.ohio.gov

Your partnership is greatly appreciated as we work to maintain a strong and cohesive brand.

The Ohio Expositions Commission is an Equal Opportunity Employer and Service Provider. This message and any response to it may constitute a public record and thus may be publicly available to anyone who requests it.

717 East 17th Avenue Columbus, Ohio 43211 www.ohioexpocenter.com