Space_Coast_Office_of_Tourism_Brand_Standards_2024.pdf

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B R A N D G U I D E L I N E S

T A B L E O F C O N T E N T S

BRAND MESSAGING

Brand Story....................................................... 4-6

Brand Personality............................................. 7-8

VISUAL IDENTITY

Logo: Primary

Logo: Consumer

Logo: Municipalities......................................... 12-13

Logo: Commissions

Color Palette

Typography

Photography

Design Elements

B R

A N

D M

E S

S A

G

IN

G

It’s not just what we say, it’s how we say it.

Any words written on behalf of the Space Coast brand must be consistent with the brand voice guidelines in order to create recognizable and connective characteristics that set us apart from our competitors.

The elements of our brand story, personality, and voice together establish a messaging strategy that takes our brand from beyond just being a company with a logo, and turns it into a living entity that people can relate to.

THE ONLY BEACH

launchpad.launchpad.

T H A T D O U B L E S A S A

SLEEPY

BEACH TOWN

FLORIDA’S

SPACE COAST

PORTAL TO

THE FUTURE

Brand stories activate emotions and communicate values. But your brand story also captures your competitive advantage—what makes you different than everyone else. It’s this story that encapsulates what you stand for and the space you take up in people’s minds.

B R A N D S T O R Y

Beach + Space was an equation for us as we came out of the pandemic. But what’s most important is the focus on the fact that we are a destination that isn’t just defined by beaches, but by our uniqueness defined by rocket launches and the space industry.

Florida’s Space Coast has a legacy of beach towns and surfing, but also it’s a hub for space exploration. We are also defined by our world class port and our proximity to

Orlando, the theme park capital. We are a destination that is many things and our communications should emphasize the best of all those worlds.

It’s somewhere right in the middle.

And that’s somewhere no other destination can be.

B R A N D S T O R Y beach.beach.ORL ANDO’S CLOSEST

Every aspect of our brand is derived from and can be laddered up to three key characteristics that we most identify with. Rooted in our brand’s story, our brand personality makes us human and allows us to communicate to our audience in a voice that they can relate to and understand.

B R A N D P E R S O N A L I T Y

ICONIC

TRAILBL AZER

INTELL IGENT

FREEDOM

AMERICANA

REFINED

EXPLORATION

VIBRANT

ADVENTUROUS

AWE-INSPIRING

LIBERATION

PASSION

OLD FLORIDA

L AID-BACK

WARM

PL AYFUL

TOGETHERNESS

POSIT IV ITY

ORIGINALITY

HAPPINESS

CHARMING

B R A N D P E R S O N A L I T Y

V

IS

U A

L I

D E

N T

IT

Y

This logo is for Space Coast Office of Toursim corporate purposes only. It should not be used on any consumer facing materials.

Displayed is the full color version of the logo to be used in most cases. In some cases, like when used on a dark background, the logo may be completely white as seen lower left.

The upper right shows spacing usage of the logo.

Please allow the allotted space around the logo to be free from other text or the edge of the creative piece.

P R I M A R Y L O G O

The “On Florida’s Space Coast” logo should be used on all consumer facing materials either when the name of a municipality is displayed, or where the whole of Space

Coast needs to represented instead of a particular municipality.

It should be displayed in either the brand’s

Navy Eclipse blue or white wherever possible.

If necessary it can be a different color, but nothing outside of the brand’s designated color palette.

C O N S U M E R G E N E R A L L O G O

Port Canaveral

Any municipality, or entity, of the Space Coast can have their own logo lockup as displayed in the colored area. This can include cities, attractions, the

Port, unincorporated areas, anything with a name.

Whenever possible, the municipality should be seen at the top of the piece and “On Florida’s

Space Coast” lockup at the very bottom.

M U N I C I P A L I T Y L O G O S

They should be displayed in either black, Navy

Eclipse, or white when possible and used in space saving instances.

When creating a layout where the municipality and “On Florida’s Space Coast” lock up are separate, spacing is crucial. The distance of the municipality name to the top of the frame should be at least the height of one non-ascending or descending lowercase letter.

Likewise, the distance of the municipality name to the right or left edge should be at least twice the height of a lowercase letter.

M U N I C I P A L I T Y L O G O S

S

S

S aa aa a S

S

In some cases it may be necessary to highlight other Space

Coast cities or areas outside of the five municipalities.

To do so, the city name must be:

• Gilroy Semibold

• Title case

• 25 point kerning

• Text point size varies; must be no wider than “Space

Coast”

O T H E R L O G O U S A G E S

The Film Commission and Sports

Commission logos should be used for corporate purposes only. These should not be used or seen on any consumer facing items.

C O M M I S S I O N L O G O S

C O L O R P A L E T T E

The Space Coast color palette is directly inspired by the vibrant colors found in nature, the beach and in space. The only colors permitted outside of this color palette are white and black.

NAVY ECLIPSE

R10 G41 B66 C98 M80 Y47 K49

#0a2942

MILKY WAY

PURPLE

R77 G88 B167 C80 M73 Y0 K0

#4d58a7

SEASIDE CYAN

R59 G157 B215 C70 M25 Y 0 K 0

#3b9dd7

TURQUOISE

CRUISE

R45 G211 B203 C63 M0 Y29 K0

2dd3cb

BREVARD GREEN

R184 G232 B67 C32 M0 Y91 K0

#b8e843

BOOSTER RED

R226 G63 B38 C5 M90 Y99 K0

#e23f26

TITUSVILLE

TANGERINE

R236 G186 B55 C8 M27 Y92 K0

#ecba37

P R I M A R Y T Y P O G R A P H Y

Gilroy - Semibold the quick brown fox jumps over the lazy dog.

Gilroy - Light the quick brown fox jumps over the lazy dog.

Marhaban Regular the quick brown fox jumps over the lazy dog.

The Space Coast typefaces are composed of the Gilroy font family used as the main typeface and Marhaban

Regular, used as an accent. Gilroy can be used in any capacity that the typeface provides, but the headlines should always be a heavier weight than body copy to maintain proper hierarchy.

Marhaban Regular should be used only for emphasis on one or two words in a headline.

It should never be used on an entire sentence or subhead. The typeface featured in “Space

Coast” in the logo was a customized typeface based on the Google font Satisfy.

S E C O N D A R Y T Y P O G R A P H Y

Gratelos Regular

THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG.

Asper Crown

THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG.

Shrikhand the quick brown fox jumps over the lazy dog.

Gratelos is the official typeface for the 2024

Countdown campaign and should be used in any headline involving countdown creative or messaging.

Asper Crown has been used in the “Space Coast

Beaches” campaign to differentiate Melbourne and the Beaches from other municipalities.

Shrikhand has been used in the “Space Coast

Beaches campaign to differentiate Cocoa Beach from the other Space Coast municipalities.

P H O T O G R A P H Y

Space Coast Office of Tourism photography should showcase the different offerings of the destination. Photography featuring people should feel emotional and candid like the viewer is peaking in at a snapshot of their unforgettable trip. The edit of photos should feel bright, warm and saturated with color.

G R A P H I C E L E M E N T S

In some cases, the logo’s letters may be broken up and abstracted to create a pattern like the one above or as standalone flourishes as seen on the right and left.

The scale of the letters should be so large that they are abstracted into shapes rather than recognizable letters.