6909 Z1 Attachment 7 - Brand Guide 07032024.pdf

BRAND

GUIDE

U P D A T E D F E B R U A R Y 2 0 1 5

Request for Proposal 6909 Z1 Attachment 7

LOGO AND BRAND ELEMENTS

PRIMARY LOGO

The Nebraska Game and Parks Commission logo represents not only the brand of the NGPC, but is also a long-standing icon for our state parks and the outdoor experience of our state. This is why it is important to keep the integrity of the organization of the original logo, but give it an update that makes it more relevant to our state and the times.

A logo is important for any brand. Careful adherence to the standards outlined on this and subsequent pages is essential in order to protect the logo and what it stands for.

1-Color: Black Logo 4-Color: Reversed Logo

4-Color: Primary Logo

1-Color: White Logo

SECONDARY LOGO TREATMENTS

12LOGO USAGE

LOGO CLEAR SPACE

Every logo needs breathing room in order to be recognized and, thus, more effective. The white space around a logo is called “clear space.” For the Nebraska Game and Parks Commission logo, surround the logo with clear space equal to the height of “GAME” and “PARKS” in the logo.

This is a minimum requirement. The more clear space, the better.

MINIMUM SIZE

The NGPC logo can be enlarged or reduced to suit particular uses. When you do so, please keep a few things in mind:

Make certain all elements are being reduced or enlarged proportionally

The logo should be large enough to reproduce well and be easily readable

Do not make the logo so large that it overwhelms the other elements on the page

Below is the minimum size guideline for the NGPC logo

1.25¨

13LOGO USAGE

LOGO MISUSE

Below are several common examples of “logo misuse,” a cardinal sin in branding. All of these guidelines apply to all logos. Smart, consistent logo usage is key to forming the brand’s visual identity – and protecting its position within the marketplace.

14LOGO USAGE

Do not alter the proportions of the individual logo elements

Do not fill the logo with color gradients or patterns

Do not create one-color versions of the logo with brand colors other than black and white

Do not use the outdated NGPC logo in any situation

Do not mix any part of the old NGPC logo with the updated logo

Do not horizontally or vertically distort the logo or its individual elements

Do not mix reversed NGPC logo elements with full-color logo elements

Do not apply glows or effects to the logo or its individual elements

Do not use backgrounds that don’t allow proper contrast for the logo

Do not alter the color arrangement in the NGPC logo elements

Do not use the “SEE YOU OUT THERE” tagline with the NGPC logo

Do not use the NGPC mark separate from the type on any piece that doesn’t have the complete logo

PRINT TYPOGRAPHY

Typography literally shapes a brand’s message in printed communications, telling a story within the story.

Two sets of the same words laid out in different typefaces can have two entirely different connotations.

A suite of fonts has been carefully selected to convey the Nebraska Game and Parks Commission brand attributes. They are dominant, distinctive and highly legible, each with a timeless quality that will keep the brand fresh for years to come.

DENIM BOOK

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

DENIM BOLD

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

DENIM BLACK

ABCDEFGHIJKLMNOPQUSTUVWXYZ

DENIM LIGHT

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghi jk lmnopqustuvwxyz

HEROIC CONDENSED Bold

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

HEROIC CONDENSED Bold

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz UNIVERS 57 Condensed

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

DENIM BLACK

ABCDEFGHIJKLMNOPQUSTUVWXYZ

UNIVERS 47 Light Condensed

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz UNIVERS 57 Condensed

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz UNIVERS 45 Light

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

HEADLINE

TYPEFACES

SUBHEAD

TYPEFACES

BODY COPY

TYPEFACES

15BRAND ELEMENTS

WEB TYPOGRAPHY

Because not all fonts are available in digital form, alternate typefaces have been selected for web use (website, digital ads, email). They reflect the brand position and remain consistent with printed materials. In some cases, these fonts are identical to their print counterpart. In other cases, the best available font has been selected based on its similarity to its print counterpart.

DENIM BOOK

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

DENIM BOLD

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

DENIM BLACK

ABCDEFGHIJKLMNOPQUSTUVWXYZ

HEROIC CONDENSED Bold

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

HEROIC CONDENSED Bold

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz UNIVERS 67 Bold Condensed

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

DENIM BLACK

ABCDEFGHIJKLMNOPQUSTUVWXYZ

ARIAL Bold

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

UNIVERS 47 Light Condensed

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz UNIVERS 45 Light

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz ARIAL NARROW Regular

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

ARIAL Regular

ABCDEFGHIJKLMNOPQUSTUVWXYZ

abcdefghijklmnopqustuvwxyz

HEADLINE

TYPEFACES

SUBHEAD

TYPEFACES

BODY COPY

TYPEFACES

16BRAND ELEMENTS

80% 60% 40% 20%

PRIMARY COLOR PALETTE

The Nebraska Game and Parks Commission primary color palette is the initial touch point the viewer has when interacting with the brand, through the logo. These exact colors should be paired with the secondary palette to maximize impact and promote continuity throughout NGPC communications. The color palettes are picked and created to properly represent the beauty found outdoors. With the secondary palette the selection is broad enough to represent the changing seasons.

SECONDARY COLOR PALETTE

The colors in the NGPC secondary palette perfectly complement those in the primary palette and add to the natural feel for the outdoors.

The use of these colors gives visual communications added range and breadth by enhancing and accenting layouts with the primary color palette. These colors can be used more prominently on pieces that require additional separation to the different segments of the NGPC.

PANTONE:

Cool Gray 1

C: 8 M: 5 Y: 13 K: 0

R: 8 G: 5 B: 3

HEX:

E8E7DA

PANTONE:

C: 52 M: 6 Y: 79 K: 25

R: 105 G: 146 B: 58

HEX:

69923A

PANTONE:

C: 3 M: 78 Y: 100 K: 15

R: 189 G: 79 B: 25

HEX:

BD4F19

PANTONE:

C: 71 M: 30 Y: 13 K: 41

R: 68 G: 105 B: 125

HEX:

44697D

PANTONE:

Black 7

C: 60 M: 55 Y: 58 K: 70

R: 48 G: 46 B: 43

HEX:

302E2B

PANTONE:

C: 64 M: 41 Y: 77 K: 26

R: 88 G: 105 B: 72

HEX:

596A49

PANTONE:

C: 0 M: 35 Y: 100 K: 5

R: 238 G: 166 B: 22

HEX:

EEA616

PANTONE:

C: 8 M: 85 Y: 100 K: 34

R: 154 G: 59 B: 38

HEX:

9A3B26

80% 60% 40% 20%

17BRAND ELEMENTS

GRAPHIC ELEMENTS

Colors and fonts do not create a rich enough brand presence alone. Graphic elements with unique shapes and characteristics have been selected to give the brand a starting point in building consistency and quality throughout any and all brand collateral.

Below are a few examples of elements that can be used to help call out, layer and organize information throughout branded pieces.

TEXTURES

Subtle details have a way of elevating a brand. Don’t underestimate the difference a texture can make. Use of a vignette adds layering and richness to the layout. These textures have been chosen to add interest to blocks of color and backgrounds, while supporting the feeling of the outdoors and nature. Patterns can be used over primary or secondary colors at 100% or tints of those colors.

Double Thin Line

Single Thick Line

Dotted Line

Gradient Bar

Cross Distress Pattern Dot Halftone PatternCross Distress Pattern with vignette

Cross Distress Pattern reversed

Sample Container Styles

Sample Callout Graphics

18BRAND ELEMENTS

ICONOGRAPHY

With all of the different components to the Nebraska Game and Parks Commission’s business, it can be difficult to distinguish between certain things. Iconography is a great way to add organization and separation to complex brands.

It is also a quick and efficient way to tell a story or visually cue someone to find what they are looking for.

Below are some samples of single- and full-color icons. Notice the simplified line work that forms these shapes.

To maintain consistency in this brand, any new icons created should be in a similar style.

Full-Color Icons

Single-Color Icons

19BRAND ELEMENTS

PHOTOGRAPHY

High-quality images should be utilized to showcase the wonder and grandeur of Nebraska’s natural resources.

The intent of these images is to entice viewers into sharing time outdoors—either individually or with family and friends. Images that not only depict the natural environment, but also show people engaged in a variety of outdoor activities—from fishing and hiking to leisurely interacting with their surroundings—are preferred. The overriding goal is to have these images evoke thoughts of “I can see myself out there” or “Let’s get out and do that.”

NOTE: It is strongly recommended that when showing hunting imagery, the kill shot or subsequent end result are not to be utilized for general or brand marketing materials. Exceptions can be made when these types of images are essential in creating materials for a specific purpose or audience.

20BRAND ELEMENTS

Annual Report Sample

The Nebraska Game and Parks Commission is predominately self-funded, receiving approximately 15 percent of its total 2012 funding from the State General Fund. Fourteen additional cash/federal funds have been established for agency use:

1) Game Fund

2) Park Fund

3) Direct Federal Fund

4) Voluntary Public Access Federal Fund

5) Habitat Fund

6) Nebraska Outdoor Recreational Development Act (NORDA) Fund

7) Recreational Trails Federal Fund

8) Aquatic Habitat Fund

9) Wildlife Conservation Fund

10) Game Law Investigation Fund

11) Cowboy Trail Fund

12) Youth Conservation Program Fund

13) Nebraska Snowmobile Trail Fund

While most of the fund names are self-descriptive, a few of the more critical warrant further explanation.

G E N E R A L F U N D This is supported by money collected by the Nebraska Department of Revenue, deposited with the State Treasurer and appropriated by the Legislature. General Fund money is appropriated to Game and Parks for those operating activities that are:

1) not self-supporting (primarily operations of the state park system and nongame and endangered species activities);

2) administrative activities that are general in nature, applicable to the entire agency and difficult to prorate among the various other funding sources; and

3) activities that extend beyond the statutory use of the various cash funds.

G A M E F U N D This derives its revenues from a variety of sources, including hunting and fishing permit sales, Federal Aid reimbursements and interest earnings. This fund is the largest source of funding for the agency and serves as the primary funding source for fish and wildlife activities.

PA R K F U N D

This is the second largest source of funding to the agency. It is used to improve, maintain and operate areas within the state park system. Major revenue sources include camping and lodging fees, park entry permit sales, restaurant and food services and other park facility use fees.

F E D E R A L G R A N T S These are the third largest cash funding sources for the agency. They include reimbursable and direct grants.

H A B I TAT F U N D S

These include terrestrial and aquatic funds.

They are supported primarily from the sale of the stamps tied to hunting and fishing activities, respectively.

N E B R A S K A O U T D O O R R E C R E AT I O N A L

D E V E L O P M E N T A C T F U N D This is restricted to the development, operation and maintenance of areas of the state park system. The primary source of revenue is the Nebraska Tobacco Products Tax. The portion of the tax earmarked for NORDA is the equivalent of one cent on a conventional package of cigarettes. This fund is critical to the development and maintenance of the state park buildings and amenities infrastructure.

4O u t d o o r N e b r a s k a . o r g

FINANCIAL

REPORT

PA R K S , E N G I N E E R I N G A N D

C O N S T R U C T I O N D I V I S I O N S This includes administration and operations of state parks, state recreation areas, state historical parks, state recreation trails, and related engineering and construction services.

Funding sources include: Park Cash Fund, $15,447,602.81 (62 percent); General Fund, $8,274,069.10 (33); Youth Conservation Program Fund, $920,732.90 (4); NORDA, $77,971.78 (1); federal funds, $146,391.90 (1);

Cowboy Trail Fund, $41,151.92 (less than 1).

W I L D L I F E D I V I S I O N This includes administration and operations of wildlife management areas (WMA), private lands habitat work, game and nongame species activities and associated engineering services.

Funding sources include: Game Cash Fund, $5,277,819.20 (33 percent);

Habitat Fund, $5,282,716.57 (33); federal funds, $4,628,202.83 (29); General Fund, $585,087.45 (4); Wildlife Conservation Fund, $203,993.39 (1); Hunters Helping the Hungry Fund, $16,326.95 (less than 1).

F I S H E R I E S D I V I S I O N This includes administration and operations of fish hatcheries, Ak-Sar-Ben Aquarium, public and private waters fisheries resource management and associated engineering services.

Funding sources include: Game Cash Fund, $5,003,695.76 (66 percent); federal funds, $2,379,026.90 (31); General Fund, $98,376.52 (1); Aquatic Habitat Fund, $87,947.81 (1).

L AW E N F O R C E M E N T D I V I S I O N

This includes fish, wildlife, park and boating law enforcement, as well as public educational programs associated with hunter education and resource use.

Funding sources include: Game Cash Fund, $3,384,946.07 (71 percent); General Fund, $866,096.89 (18); Park Cash Fund, $530,236.57 (11); federal funds, $8,000 (less than 1).

A D M I N I S T R AT I O N D I V I S I O N

This includes administrative activities associated with the director’s office, the Personnel, Realty, Environmental Services, Budget and Fiscal, Information Technology divisions, district offices, Federal Aid, board of commissioners, and credit card processing, as well as associated engineering services.

Funding sources include: Game Cash Fund, $3,019,451.89 (59 percent); Park Cash Fund, $1,147,155 (22); General Fund, $824,641.67 (16); Habitat Fund, $129,548.80 (3); federal funds, $15 (less than 1); Aquatic Habitat Fund, $45 (less than 1).

I N F O R M AT I O N A N D E D U C AT I O N D I V I S I O N

This includes all communication and outreach initiatives, such as administration and operations of all communication and outreach initiatives such as NEBRASKAland Magazine, agency printing, multimedia news releases, advertising and public awareness campaigns, as well as boating administration, boating law enforcement, boating education, hunter education and shooting range development.

Funding sources include: Game Cash Fund, $3,018,318.55 (85 percent); Park Cash Fund, $533,551.37 (15); federal funds, $32.65 (less than 1).

C A P I TA L C O N S T R U C T I O N

This includes capital construction activities on state parks, state recreation areas, state trails, state historical parks, WMAs, state fish hatcheries and acquisition of lands for WMA or park purposes, as well as some grant pass-through for community trails and Land and Water Conservation Fund program projects.

Funding sources include: Aquatic Habitat Fund, $5,129,287.50 (50 percent);

federal funds, $2,872,711.77 (28);

NORDA, $1,342,758.33 (13); Game Cash Fund, $589,130.11 (6); Park Cash Fund, $121,902.95 (1); Habitat Fund, $54,814.44 (1); General Fund, $32,750 (less than 1);

Cowboy Trail Fund, $19,915.85 (less than 1).

65 O u t d o o r N e b r a s k a . o r g

FINANCIAL

REPORT

D E T A I L S O F M A J O R E X P E N D I T U R E S O U R C E S

[8%] Park Entry Permits 5.7 M

[7%] Fishing Permits and Stamps 5.5 M

[3%] Donations 2.1 M

[3%] Concessions and Admissions 2 M

[2%] Investment Income 1.3 M

[2%] Tabacco Products Tax 1.3 M

[1%] Boat Registrations 1 M

[1%] Food Services .9 M

[1%] Resale Items .6 M

[1%] Land Use Leases .4 M

[1%] Publication Related .4 M

[1%] Miscellaneous .6 M

[<1%] Sale of Surplus Property .1 M

[35%] Parks, Engineering and Construction 25 M

[35%] Parks, Engineering and Construction 25 M

[22%] Wildlife 16 M

[14%] Capital 10.2 M

[10%] Fisheries M7.6

[7%] Administration 5 M

[7%] Law Enforcement 4.8 M

[18%] Hunting Permits and Stamps 13 M

[15%] Grants (Federal and State Reimbursments) 10.9 M

[14%] General Fund Appropriation Expended 10.6 M

[13%] Camping and Lodging Fees 9.4 M

[11%] Direct Federal Funds 7.3 M

AN

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21CREATIVE SAMPLES

Nebraska Game and Parks: Experience the outdoors

BUY A PERMITRESERVE A SITE

DOLES NET CONSEQUATEM: Enet pra alia nim aut harum, cone re plitatem

FIND STATE PARKS

Doles net quia consequatem. Enet pra alia nim aut harum, cone re plitatem la anditaecus re eve-nestrum, quam, ut maximo molo veliquam fugias essim dolenihitios comni beat possit eost velessi cum vitas quidenim quam re, volupta numet et aliquis prest, susdaecabo. Neque cusaessum voles errovidest labor raestio comnimi.

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Neque cusaessum voles errovidest labor raestio comnimi. Doles net quia consequatem.

DOLES NET QUIA CONSEQUATEM.

Enet pra alia nim aut harum, cone re plitatem la anditaecus re evenestrum, quam, ut maximo molo veliquam fugias essim dolenihitios comni beat possit eost velessi cum vitas quidenim quam re, volupta numet et aliquis prest.

Neque cusaessum voles errovidest labor raestio comnimi.

Email

22CREATIVE SAMPLES

FISHING GUIDE

INFORMATION:

2014 - 2015

REGULATIONS, STATE RECORDS, AND

MASTER ANGLER AWARDS PUBLIC

FISHING AREAS.

INFORMATION FOR:

Regulations

State Records and Master Angler Awards

Public Fishing Areas

2014-15

OutdoorNebraska.org

FISHING GUIDE

2-Color Fishing Guide Cover

Full Color Fishing Guide Cover

23CREATIVE SAMPLES

Venture Park Book Cover www.OutdoorNebraska.org

NEBRASKA’S OUTDOOR

VENTURE PARKS

P A R K S F O R T H E N E X T G E N E R A T I O N

NEBRASKA’S

OUTDOOR

VENTURE

PARKS

T H I N K O U T S I D E

24CREATIVE SAMPLES