Attachment_P_06_New_Castle_BrandTouch_Manual.pdf

New Castle, Delaware BrandTouch™ Manual Order comes from simplicity. Inside, you will find the simple rules that guide the New Castle, Delaware Brand, and will help create equity as we tell others about New Castle.

PREPARED BY

316 West Stone Avenue Greenville, SC 29609 brandtouch@arnettmuldrow.com arnettmuldrow.com

New Castle, Delaware BrandTouch™ Manual

Brand guidelines should be flexible enough for your community to be creative, but rigid enough to keep your brand easily recognizable. Consistency is key, especially if you need the brand to extend across multiple media platforms.

The Brand Manual is essentially a set of rules that explain how your brand works.

Image Request Form & Image Usage Agreement

Introduction

You are requesting to use copyrights and/or trademarks (“intellectual property”) belonging to New Castle, Delaware, such as artwork, photographs, names and logos (collectively the “New Castle, Delaware Images”). Each piece of New Castle, Delaware intellectual property is a valuable asset, and the rights in such intellectual property are exclusive to New Castle, Delaware. You help us protect these intellectual property rights by accepting this Agreement.

By using any New Castle, Delaware Image, you accept that NCCP & the City of New Castle are the sole owners of the intellectual property represented by that Image and accept the terms of use set forth below.

Intellectual Property Statement

The New Castle, Delaware Images embody copyrights and/or trademarks owned or licensed by New Castle, Delaware, and all intellectual property rights in the products are owned by, or are licensed to, New Castle, Delaware. Nothing in this Agreement should be construed as granting any right to use the New Castle, Delaware Images, except as follows:

You May:

• Subject to the restrictions below, use the New Castle, Delaware Images as-is (except for scaling) in print, or in-store promotional materials and on your website.

• Display any posters, signs, banners etc. that we have designed for your use within your store, or on your own store website.

You Must:

• Always include an attribution of New Castle, Delaware’s ownership of the intellectual property on your advertising, website, or other product communication. For example:

o Photographs and artwork © New Castle, Delaware.

• Make or manufacture merchandise any items, such as t-shirts and mugs, bearing New Castle, Delaware Images.

• Always include on your website the following disclaimer of your affiliation with New Castle, Delaware: [Name of your website] is not an official site and is unaffiliated with New Castle, Delaware.

The disclaimer and attribution must be placed in prominent positions so that consumers will easily see them.

You May NOT:

• Alter, modify, adapt (other than re-sizing), crop, retouch, animate or embellish the New Castle, Delaware Images in any way, including but not limited to changing any names, logos or other designs included therein.

• Use an identical or virtually identical New Castle, Delaware trademark as a domain name.

• Directly link to images hosted on any New Castle, Delaware website.

• Use the New Castle, Delaware Images to create pornographic, libelous, obscene or defamatory images.

• Remove or crop out the copyright or trademark notice from New Castle, Delaware Images.

• Insert your own copyright or trademark notice on New Castle, Delaware Images, or otherwise imply that the New Castle, Delaware Images or New Castle, Delaware’s products are your images or products.

• Use or permit the use of the New Castle, Delaware Image as a trademark or service mark, or claim any proprietary rights of any sort in the New Castle, Delaware Images.

• Use the New Castle, Delaware Images on your website without appropriate attribution of New Castle, Delaware’s ownership.

• Use or authorize the use of, sell, share, or give away, any New Castle, Delaware Images to any third parties except for the purposes of creating the advertising or in-store promotional materials permitted by this Agreement.

• Use any New Castle, Delaware artwork, photography, logos or other designs that are not among the New Castle, Delaware Images made available specifically by New Castle, Delaware for your use.

Your use of the New Castle, Delaware Images means you promise that you will not interfere with New Castle, Delaware’s rights, including challenging New Castle, Delaware’s use, registration of, or application to register such rights, alone or in combination with other words, logos, artwork or photographs, anywhere in the world; that you will not harm, misuse, or bring into disrepute any New Castle, Delaware intellectual property; and that you will not apply any New Castle, Delaware intellectual property to any item, whether for sale or not, except as expressly permitted by this Agreement. The goodwill derived from using a New Castle, Delaware trademark exclusively inures to the benefit of and belongs to New Castle, Delaware. Except for the limited rights expressly permitted under this Agreement, no other rights of any kind are granted hereunder, by implication or otherwise.

Any use of New Castle, Delaware’s intellectual property in violation of the foregoing provisions shall result in the automatic termination for cause of this Agreement and all your rights hereunder, without notice to you.

What is asked in return?

Annually report to NCCP your merchandise sales.

Annually report to NCCP advertising dollars spent including the New Castle, Delaware brand.

The core values define the company’s strengths and how it needs to behave to achieve its vision.

1.1 Brand Statement

Brand Statement Settled on the banks of the Delaware River, New Castle has been home to a truly distinctive history. The Dutch, Swedes, and British all fought to control this area on the river. Since 1651, this diverse community has remained the center of life on the River and has crafted some truly amazing tales. In 1682, William Penn first set foot on American soil here at the end of Delaware Street.

Delaware’s 12 mile circular boundary is measured from New Castle. The Court House cupola was used by Mason and Dixon to mark the west tangent point of their boundary line between Maryland and Delaware. From this Court House, Delaware’s first capitol, the resolve of our leaders made the resolution to separate from Great Britain and Pennsylvania and create the Delaware State on June 15, 1776. Our signers to the Declaration of Independence came from this government and New Castle was instrumental in leading our nation to independence.

But New Castle’s story doesn’t stop there. Whether it is tenant farmers turning the lands of Penn Farm, or blue collar iron workers in Dobbinsville, P.S.duPont’s impact on African American education in Buttonwood, or the early Italian immigrant who settled in Shawtown, these are the stories of the people who are the heart of our community. We reach to the sky with the Bellanca Aircraft Corporation, whose Italian immigrant owner designed the world’s first trans-Atlantic passenger airplane and the finest aircraft of its time.

With so many diverse components, New Castle has still remained warm and understated. We are the best of small-town life, with character rich in neighborhoods and passionate citizens. We encapsulate the story of America and welcome in those who wish to learn more about this great town. We honor the role that we have played in American history, and we deeply respect this unique place we call home.

We are New Castle, Delaware and We are Distinctively American

UNDERSTANDING VALUE

Too often, designers orient messaging around what THEY believe to be the most important features of their community, instead of looking into what’s actually important to citizens.

Take the time to understand your community and their values, then align your messaging accordingly.

The primary message used to express the brand promise. This reflects the desired position of the brand.

1.2 Brand Message

New Castle, Delaware:

Distinctively American

Historic Warm Small Historic Riverfront Authentic Historic

LOGLINE

Your logline should give people an idea of what you offer and provide some sort of hook to stimulate interest. For example, “a boutique PR agency that specializes in launching hot emerging tech companies” or “an accounting firm that deals exclusively with small-business audits.”

Once you’ve got your logline, go back through your marketing copy and make sure these simple messages come through loud and clear. You can also use the logline itself in your marketing materials, on your web site and social media properties, and in conversations with customers and prospects.

Your community already has a personality. The job of the brand is to preserve that personality while helping the community to realize its vision of its future.

2.1 Logo

A. LOGOMARK

A logomark is an identifying mark or symbol that doesn’t contain the business name.

Think of the Nike ‘swoosh’, Shell, WWF, Mercedes or Adidas.

B. WORDMARK

A wordmark refers to words or the name of a business that is designed in a special way.

Examples include Pinterest, eBay or Google.

C. LOGO

The logo is the combination of the logomark and logotype along with the tagline to graphically convey the identity of the community.

A

C

B

Choosing the right dominant color for your brand is crucial. This color should appear on all your materials, including your logo and signage.

2.2 Logo Variants

LOGO USAGE

As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation and industry.

est. 1651

A logo lockup refers to the formalized position/ relationship of the brand’s logo (symbol) and its wordmark (logotype).

2.3 Logo Sizing

A. MINIMUM SIZE

Smaller than about 3/4 of an inch, and most logos become ineffective. It doesn’t mean you can’t make them smaller, you just have to know the rule before you break the rule.

3/4”

The area that surrounds the logo known as “clear space” is as important as the logo itself.

2.4 Logo Spacing

WHAT IS CLEARSPACE

The area that surrounds the logo is as important as the logo itself. The minimum area of A, known as “clear space,” provides breathing room to the logo and eliminates visual clutter (text, graphic elements or other logos) that can compete with logo legibility – thereby diminishing the effectiveness of the logo.

A

A

Color choices are used to differentiate items, create depth, add emphasis, and help organize information.

3.1 Color Palette

COLOR THEORY

Every time a consumer interacts with a brand, an opportunity exists for the company to influence their audiences’ perceptions.

It is up to the marketer to decipher which design and colors will influence the consumer to purchase. By educating oneself on the psychology behind color theory, marketers can further tap into branding techniques and better connect with their market, leading to a stronger brand-consumer relationship and increased profit.

Color Swatches

PANTONE 534 C PANTONE 646 C PANTONE 484 C

100%

80%

60%

40%

20%

100%

80%

60%

40%

20%

100%

80%

60%

40%

20%

RGB 28 53 94

HEX/HTML 1c355e

CMYK 99 85 36 27

RGB 91 137 180

HEX/HTML 5b89b4

CMYK 68 39 13 0

RGB 158 50 35

HEX/HTML 9e3223

CMYK 25 91 98 21

Almost 90% of people’s assessment on products or services is based on colors alone. Due to colors’ strong influence on moods and feelings, their association with products can influence our attitudes and affect purchasing power towards brands.

PANTONE 1345 C PANTONE 465 C PANTONE 4485 C

100%

80%

60%

40%

20%

100%

80%

60%

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RGB 253 207 133

HEX/HTML fdcf85

CMYK 0 20 54 0

RGB 188 149 92

HEX/HTML bc955c

CMYK 26 40 73 3

RGB 99 78 38

HEX/HTML 634e26

CMYK 48 57 93 40

Typography plays a crucial role in the design of your brand identity. The typography in your logo can be as impactful as a graphic.

4.1 Typography

Do not think of type as something that should be merely readable.

It should be beautiful.

SWATCHES

Ty pog ra phy is the vi sual com po nent of the writ ten word.

Text is any combination of letters, numbers, or other characters.

Text stays the same no mat ter how it’s ren dered. Con sider the sen tence “I like pizza.” I can print that text on a piece of pa per, or read it aloud, or save it in a file on my lap top. It’ll be the same text, just ren dered dif fer ent ways— vi su ally, au di bly, digitally.

But when “I like pizza” is printed, ty pog ra phy gets in volved. All vi su ally dis played text in volves ty pog ra phy—whether it’s on pa per, a com puter screen, or a billboard.

Don’t in fer from the high way-sign ex am ple that ty pog ra phy is an other word for font. Fonts are part of ty pog ra phy, but ty pog ra phy goes be yond fonts.

www.practicaltypography.com /what-is-typography.html

Typography plays a crucial role in the design of your brand identity. The typography in your logo can be as impactful as a graphic.

4.2 Primary Typeface

Hello I'm:

Zahran

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz 1234567890

Zahrah Regular

4.3 Secondary Typeface

Hello I'm:

Aleo Bold

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz 1234567890

Hello I'm:

Terra Ignota

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz 1234567890

Aleo Bold

Terra Ignota

In order to guide the reader, then, headings are usually large, sub-headings are smaller, and body type is smaller still.

4.4 Type Hierarchy

H1

H2

H3

H4

BODY COPY

CAPTION

CC

LEADING

For legible body text that’s comfortable to read, a general rule is that your leading value should be greater than the font size; from 1.25 to 1.5 times

TRACKING

The space between letters in a block of text. In CSS this is defined with the letter-spacing property

WIDOWS & ORPHANS

A single word at the end of a column is a widow and if it’s at the top of a new column it’s an orphan. They look bad and can be hard to read.

New Castle, New Castle, Delaware

New Castle, Delaware

New Castle, Delaware

New Castle, Delaware

New Castle, Delaware

New Castle, Delaware

5.1 Wayfinding

The wayfinding system should be introduced as part of the brand because it plays such an important role in by perception and flow in the downtown district.

PRIMARY GATEWAYS

These gateways are the primary intersection points and main entry ways to town. They need to be highly visible and introduce the brand.

BUILDING MARKERS

The markers can be either wall mounted or monument style and denote important landmarks in the downtown district.

TRAILBLAZERS

Trailblazers are the directing signs leading motorists to the main attractions in the area. These should have between three and four locations per sign and should carry motorists from gateway to parking lot. Colors can be used to distinguish between different districts and can become smaller as the scale and speed of the roadway narrows.

These Trailblazers including cattail sculptures, thus blurring the line between signage and public art.

STREET BANNERS

Banners are very popular and help to add color and movement to the lanes of travel, acting as a speed control. They too can be color coded by district and can promote local events as well as promoting the brand.

PARKING SIGNAGE

Identifying parking is important in creating a parking system in downtown. Visitors are more likely to walk a block or two to shop if the signage system leads them directly to a public parking lot and tell them how to proceed. The parking markers can be by themselves or as attachments to trailblazer signs.

INFORMATIONAL KIOSKS

The final piece of the plan is the informational kiosk, which serves as the transition point for vehicular traffic to pedestrian traffic. These kiosks should be located at major public parking lots and should include a map and the shopping & dining guide, along with the walking tour brochures.

5.2 Collateral

Now is the time to put your logo on everything.

AND WE MEAN EVERYTHING.

SHOPPING BAGS

Perfect for local businesses to use to show that New Castle, Delaware is a shopping

BUSINESS CARDS

Above all else, a business card is a tangible object that you can use to provide your contact information to potential customers. Because of this, it’s essential not to sacrifice clarity for design elements. Most business cards contain your business name, your name and title, your telephone number, an email address, and a street address.

FASHION MERCHANDISE

Customers and citizens deserve the opportunity to show their pride in their hometown with fashionable merch available from local organizations and locally owned business.

The activity of attracting public attention to a community or event, as by paid announcements in the print, broadcast, or electronic media

5.3 Print Advertising

CONTACT

The contact or signature of an ad may appear anywhere in the ad although it is usually near the bottom. It consists of one or more of:

Logo, Advertiser Name, Address, Phone Number, Map or Driving Directions, Web Site Address, Extras.

Some print ads may have additional special elements such as an attached business reply envelope, tear-out portion with a coupon, tip sheet, product sample.

BODY

The copy is the main text of the ad. Some ads may take a minimalist approach, a line or two or a single paragraph. Other ads may be quite text-heavy with paragraphs of information, possibly arranged in columns newspaper style. While the words are the most important part of the copy, visual elements such as indentation, pull-quotes, bullet lists, and creative kerning and tracking can help to organize and emphasize the message of the body of the ad.

HEADLINES

The main headline may be the strongest element of the ad or it may be secondary to a strong visual. Some ads may have subheads and other title elements as well.

ARTWORK

Photographs, drawings, and graphic embellishments are a key visual element of many types of ads. Some ads may have only a single visual while others might have several pictures.

Even text-only ads might have some graphics in the form of decorative bullets or borders. When included with visuals the caption is one of the first things most readers look at after the visual.

6.1 Logo Contact Sheet

File Format Guide All of the included graphic files might not work on your machine, but that does not mean that the file is corrupted or that their is something wrong with your machine.

These files address all of the normal uses that a community implemented design would require. Always make sure to inform vendors that you have these different file formats available.

In Microsoft Office, you can place EPS or PDF files that support transparency by going to the “Insert” menu and selecting “Photo>Picture from File...” This will ensure your files are using the highest resolution graphics for output.

File Type: Encapsulated PostScript

Category: Vector Image Files

File Description: PostScript (.PS) file that may contain vector graphics, bitmap images, and text; includes an embedded preview image in bitmap format; often used for transferring between different operating systems.

Program(s) that open eps files:

Mac OS Apple Preview, Adobe Illustrator, Acrobat, Photoshop, or QuarkXpress

Windows CorelDRAW, Adobe Illustrator, Acrobat, or Photoshop, QuarkXpress

EPS

File Type: Adobe Illustrator File

Category: Vector Image Files

File Description: Vector image file created by Adobe Illustrator; composed of paths, or lines connected by points, instead of bitmap data;

may include objects, color, and text; often referred to as a Illustrator drawing. Illustrator documents can be opened with Photoshop, but the image will be rasterized, meaning it will be converted from a vector image to a bitmap.

Program(s) that open ai files:

Mac OS Adobe Illustrator, Acrobat, Reader, Adobe Photoshop (rasterized), Apple Preview

Windows Adobe Illustrator, Acrobat, Reader, Adobe Photoshop (rasterized)

AI

File Type: JPEG Image File

Category: Raster Image Files

File Description: Compressed graphic format standardized by the JPEG (Joint Photographic Experts Group) group;

commonly used for storing digital photos since the format supports up to 24-bit color; also a common format for publishing Web graphics; compressed using lossy compression, which may noticeably reduce the image quality if a high amount of compression is used.

JPG

File Type: PNG Image File

Category: Raster Image Files

File Description: Portable Network Graphics (PNG) is a raster graphics file format that supports lossless data compression. PNG supports palette-based images, grayscale images (with or without alpha channel), & full-color non-palette-based RGB images (with or without alpha channel). PNG was designed for transferring images on the Internet, not for professional-quality print graphics, & therefore does not support non-RGB color spaces such as CMYK.

PNG

File Type: Portable Document Format

Category: Page Layout Files

File Description: Cross-platform document created by Adobe Acrobat or a program with the Acrobat plug-in; commonly used for e-mail attachments or for saving publications in a standard format for viewing on mulitple computers; usually created from another document instead of from scratch.

Program(s) that open pdf files:

Mac OS Adobe Reader to view (free), Adobe Acrobat to edit (commercial), Apple Preview

Windows Adobe Reader to view (free), Adobe Acrobat to edit (commercial), Brava! Reader

PDF

Copyright Transfer Statement Ben Muldrow as the agent for Arnett Muldrow & Associates, located at 316 West Stone Avenue, Greenville, SC, the owner of Copyright for this presented design(s) hereby grants a full copyright license transfer to New Castle, Delaware, Here to utilize the following designs as the new owner sees fit to do so.

For the purpose of Community Branding.

This license, attested to by the parties effectively immediately shall serve as notice and agreement between the parties and may not be changed without written permission from the Arnett Muldrow & Associates. Arnett Muldrow & Associates retains the right to use the created material to self market and self promote.

This signed agreement also includes the transfer of rights to any variations of the logo previously agreed and supplied as part of the initial proposal.

Example of these variations could include : multiple color versions, size and dimensional variations – landscape and portrait, reversed out versions, social media profile images, favicon etc.

Is there anything missing on this Copyright Transfer Form that was previously agreed? Let me know before accepting this statement. It is critical the information shared here is understood and accepted in whole.

Arnett Muldrow & Associates 864.233.0950 ArnettMuldrow.com

New Castle, Delaware BrandTouch™ Manual Order comes from simplicity. Inside, you will find the simple rules that guide the New Castle, Delaware Brand, and will help create equity as we tell others about the Tagline.

PREPARED BY

brandtouch@arnettmuldrow.com arnettmuldrow.com

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