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A brand is more than just logo. It's your cognization's identity - how Visit Concord wants to be perceived by visitors, past, present and future, in all forms of communication. A successful brand identity translates into a positive brand image among the public.

These guidelines detail how to use Visit Visit Concord's visual brand on various marketing and advertising platforms

Our Logo

LOGO USAGE

Visit Concord's logo speaks to the personality of the city: Surrounded by nature -  Buzzing with entertainment, community, and flavor.  The Concord logo is a valuable asset that must be used consistently and in the proper, approved forms.

FULL COLOR The full color logo should be used as often as possible to build a strong brand identity.	FULL COLOR REVERSED Use this version when the logo is overlaid on a dark photo or background. Please use discretion when doing this and default to the white reversed option when necessary.

BLACK Use this only if no other color vision of the logo is an option, for example, screen printing.	GRAYSCALE Use this logo when printing in black and white, for example, in a newspaper.

WHITE REVERSED If ever the logo is to be overlayed on a photo or background and the full color reversed option is unusable, the white version should be used.	MINIMUM SIZE Use this logo when printing in black and white, for example, in a newspaper.

CLEAR SPACE When placing the logo within artwork, please maintain a padding of clear space around the logo. The padding should be approximately the height of the "d" in "Concord," and should be maintained all the way around the logo. that is to say that no image, or other text should extend into this padding area.

OUR LOGO

BACKGROUND USAGE

Sometimes the logo will be placed over images or visually complex backgrounds. Always make sure the logo can be easily seen. The full color logo is always preferred, but other options are available to help with legibility. The left column shows unacceptable logo usage, while the right column shows how to correct it. when the logo is placed over a photo, colored background, or patterned background, it must be in full color reversed or white if it's darker and full color reversed or white if it's darker and full color if it's very light.

 

THE TYPE

TYPOGRAPHY

The brand typography must speak to the Concord personality and values.

Derived from the logotype, Migra is a display font that is used for headers or large call-outs. Because it is within the same font family as the logo, the two have a strong visual connection. However, when used in close proximity, the two also prove different enough, bringing different characteristics to the design.

Halyard is the brand's primary san sarif typeface. It is versatile and simepl, and with multiple styles and weights available, Halyard can be used in a variety of ways. Halyard Text is available for body copy and Halyard Micro is available for subheads or display copy. Although straightforward and simple, upon a closer look, you may see the fonts' varying thicks and things that are a nod back to the high contrast letters in the Visit Concord logo.

P22 Mackinac is the brand's serif typeface. The fluidity of the letters are softer than the other brand typefaces and create a friendly contrast. This font is to be used on small detail copy, or when needed, on copy that needs to be called out or made to feel special.

As with the concord logo, consistent use of the brand typefaces reinforce the overall brand identity and personality.

THE COLOR

COLOR PALETTE

Made up of a bright sky blue, and electric grass green, a vibrant and captivating fuchsia, and a rich, dark violet blue, the Visit Concord color palette is a representation of the city's personality.

The following are the color breakdowns for each production format. CMYK colors are used for any basic printed materials (flyers, brochures, documents, menues etc). RGB colors are used for any digital materials (social media, e-newsletters, website, TV advertisements, etc). The web safe colors are similar to RGB and are only used for digital materials. The six-digit code is an easy way to add specific colors when changing web design preferences.

© 2022 by Visit Concord. All Rights Reserved. This work is the property of Visit Concord and no part of it can be reproduced or transmitted in any form or by any information storage or retrieval system, without the written permission of Visit Concord, except where permitted by law.