florida tourism branding manual
TRANSCRIPT
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Inspiration and Rationale
The title Sunshine USA comes from Floridasreputation as The Sunshine State. Using this name
for the identity instead of Florida sets the stateapart from others and ties together the entireidentity. This term also allows Florida to appear
more like a vacation destination than a state.
For the new branding, retro advertisements andimagery were the main inspiration. These adsportray Florida as the bright, fun-lled, family
friendly vacation destination that it is. Floridais synonymous with sunshine and warmth,and this vivacious color palette represents
that perfectly. In taking elements from thesedesigns, we can evoke a feeling of nostalgia inour audience which will attract visitors of everyage range and demographic.
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Dos and Donts
Do... Dont...use the approved sunglasses icon as a secondaryidentity element
use the different approved versions of the logo
use the approved logo with perspective
resize the logo as needed
take advantage of the variety of logos
use any other sunglass icon or warp the icon
make your own version of the logo
skew or warp the logo yourself
distort the proportions of the logo while resizing
change the colors of the approved logos
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Business Card and Envelope
Florida Tourism Department
123 Sunshine Road
Tampa, FL 33601
(123) 456-7890
Brooke Schaub
Senior Designer
Tourism Department
(123) 456-7890
Allow 2 inches between edge and text
Align last baseline withbottom of sunglasses
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Full Page Print Ad
Our print advertisements should be gearedtowards a wide range of people, emphasizingFlorida as a destination with something foreveryone. Photos should include bright colors,happy models of all ages and demographics,and portray the state as a memorable vacationdestination. Only typefaces from the approvedlist should be used, with the secondary
typefaces used for emphasis and to create amore personal feel.
This ad is successful because it portrays thefamily oriented side of Florida. The models areengaging and charismatic, and overall the photohas a sunny, happy disposition.
The tagline Give them a vacation they will neverforget reinforces the brands goal of nostalgiaand happiness. All copy should be focused oncreating a personal connection with the viewer.
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Website
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