MEDC Brand Guidelines · • Tradeshow materials and booth signage • Sponsored events (i.e., vinyl banners) usage • Web banners usage • Broadcast and print Green Logo usage

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Brand GuidelinesMichigan Economic Development Corporation

Version 1.0 (February 2012)

Contents From the MEDC

About the Brand

The Logo

The Photography

Greetings from the MEDC

Pure Michigan is the feeling of how life can and, in many ways, should be.

Our campaign, which has established Michigan as a legitimate national destination,

has also become a rallying force for our state.

Celebrated throughout the industry and, more importantly, through a significant increase

in travel and tourism dollars, Pure Michigan is a brand on the rise. The number of

partners throughout the state has grown, as have the number of initiatives created

by this campaign.

But like any brand, the Pure Michigan brand will only remain powerful by being both

pervasive and consistent. That’s why, as the MEDC advances the Pure Michigan brand,

we felt it important to create this Pure Michigan Brand Guide for you to review.

With a growing number of stakeholders in Pure Michigan, it will be increasingly critical

that everyone involved maintain the look, tone, feel and voice of the brand.

By adhering to these basic guidelines, our hope is that all who take part will benefit

from the brand’s current success and help take it to even greater heights.

Thank you for your time and consideration.

Sincerely,

Michael A. Finney President and CEO Michigan Economic Development Corporation

PurE MiChiGan BrAnD GuiDELinES 1

PurE MiChiGan BrAnD GuiDELinES 32 PurE MiChiGan BrAnD GuiDELinES

about thebrand

What is a brand?


• A promise

• Built from the top down, and inside out

• A guiding star…a means to simplify decision making

• A relationship based on past experiences and future expectations

• Defined by both rational and emotional attributes and benefits

• The collective perceptions about a product, service or company — not necessarily its truth

• Owned by everyone in an organization…not just the marketing group

“A brand is a living entity and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” Michael Eisner, Former CEO Disney

“A brand reaches out with a powerful connecting experience that transcends the product.” Scott Bedbury, Ad Executive on nike and Starbucks

Why establish a brand?

• Creates something “tangible” for consumers to connect with

• Creates understanding and belief

• Creates differentiation versus other offerings in the marketplace

• Creates desire

• Creates motivation

• Creates action

• Creates experiences

• Creates advocates

• Creates value

What is the Pure Michigan brand?

Pure Michigan, in its simplest form, is “pure.” Since its launch in 2006, that notion of “pure” has evolved and been translated across multiple initiatives for the entire state. in a sense, it has come to stand for pride. Pride for our state. Pride for the storms we have weathered. Pride for what we’ve accomplished. And pride for our citizens. And for the MEDC, where the brand began, below is what it has come to mean for us:

• For Tourism

Pure Michigan is majestic, mythic and magical — a place with abundant natural beauty, authentic destinations and unique experiences that transports visitors to a special place far from the everyday routine. it is a perfect world less like everything is, and more like everything should be — untouched, untamed and unspoiled amid an overdeveloped, strip-malled, cookie-cutter world. A world that is…Pure Michigan.

• For Business

Pure Michigan means growth. With its “natural resources” for successful businesses, Pure Michigan’s commitment, capability, cultivation and culture are building an environment where businesses can grow larger faster, creating more opportunity for talent and communities to thrive within the expansive beauty that is Pure Michigan.

• For Talent

Pure Michigan means opportunity. Our mission is to retain and attract high-level talent both within and to our great state. The implementation of the Pure Michigan brand into this mission will help us do that.

What are different ways to incorporate the Pure Michigan campaign into current marketing?• incorporate the Pure Michigan brand into as many appropriate marketing opportunities as possible, using the brand guidelines outlined in this book

• use the key message points featured in this book

• use the Pure Michigan logo on signage at events and presentations

• Participate in Pure Michigan marketing opportunities including:

– Pure Michigan social media – Sponsorships (Pure Michigan 400 for example)

– related public relations articles – Web banner advertising and press releases

What is the benefit of incorporating the Pure Michigan campaign into overall marketing efforts?

until recently, the Pure Michigan brand stood for travel and tourism in our great state, and

along with it, a movement was created rallying around Michigan to be proud of everything

our destination offered — both the grit and the grandeur. But now, we face the shared

opportunity of making Pure Michigan stand for more than that. We have a pro-business

approach to creating an attractive and re-invigorated environment for business, coupled with

the brand’s proven strength and resonance. With those things, we can leverage Pure Michigan

to incorporate and make relevant all of Michigan’s incredible resources (natural, academic,

cultural, business and human) to a broader constituency that includes employers, entrepreneurs

and talent, in addition to tourists and our own residents. We have an historic opportunity to bring

to the fore the totality that is Michigan. Building upon the strong foundation we have created

together, Pure Michigan can become the truth of the resurgent Michigan economy, giving people

more inspiration, motivation and opportunities to do business in, travel to, make a life in and

advocate for Michigan. The commitment of the MEDC to support the brand across all consumer

touchpoints, coupled with the brand implementation on the public- and private-sector level,

make for a Pure Michigan business case that will boost awareness of, and action to, Michigan —

which is good for everyone.



thelogo

What is it?The Pure Michigan logo is the single most recognizable icon we use to represent our state. it appears in virtually every communication we create either alone or in combination with other logos representing various places, groups or initiatives.

Why does it matter?Our logo immediately identifies us. it tells people that the communication they’re looking at is informed by the standards, values and ideals of Pure Michigan.

What is the benefit of consistent use of the logo?By leveraging the state’s signature mark, you can help it — and us — gain power and recognition over time. This is especially important at a time when we are seeking to build national recognition for our brand.

The Pure Michigan logo is easy to use.You can access electronic versions of the logo and details for using it through michiganadvantage.org/logo-request

Basic style guidelinesFollow the basic guidelines below when using the logo:• never change the logo colors.• never change the typefaces within the logo.• never compromise the legibility of the logo.

Green logo vs. blue logoGenerally speaking, when producing materials that will be seen by consumers (B to C), the blue logo is most appropriate. When producing materials that are directed to business and talent efforts (B to B), the green logo should be used.


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Business and Talent Marketing Logo

Tourism and Consumer Marketing Logo

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Business and talent marketing logo guidelinesin order to maintain a consistent visual presence, use of the Pure Michigan logo must maintain

certain guidelines:

• The logo is a single piece of art. use only the original mark.

• Do not adjust, modify, add to or recreate any element of the logo.

• Always use as one unit. Do not separate the elements.

• Placement is intended to vary based upon usage.


Green Logo Size requirements Green Logo Color Breakdowns

MiniMuM size usage:

newspaper

• 1.75" wide

MiniMuM size usage:

Magazine

• 1.25" wide

note:

When scaling the logo, make sure all size relationships remain intact.

pantone® 376

C=53, M=0, y=100, k=5

r=126, g=186, b=61

pantone® Cool gray 7

C=0, M=0, y=0, k=40

r=173, g=175, b=178

Multi-Color grayscale®

®pantone® 287

C=100, M=85, y=0, k=45

r=5, g=36, b=101

background Color

your success begins in

michiganadvantage.org

your success begins in

usage

• Broadcast and print

• Tradeshow materials and booth signage

• Sponsored events (i.e., vinyl banners)

usage

• Web banners

usage

• Broadcast and print

Green Logo usage

usage

This is the preferred usage for most all advertising — this includes usage by the MeDC

as well as any business partners that wish to use the logo.

• Broadcast, print and web

• Business card

• Letterhead

• Press release template

• Email signature

Green Logo usage


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michiganadvantage.org

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Logo Examples of MEDC-Driven initiatives

note: You can access an electronic template of this logo example and details for using it through michiganadvantage.org/logo-request

Tourism and consumer marketing logo guidelinesin order to maintain a consistent visual presence, use of the Pure Michigan logo must maintain

certain guidelines:

• The logo is a single piece of art. use only the original mark.

• Do not adjust, modify, add to or recreate any element of the logo.

• Always use as one unit. Do not separate the elements.

• Placement is intended to vary based upon usage.


Blue Logo Size requirements Blue Logo Color Breakdowns

MiniMuM size usage:

newspaper

• 1.75" wide

MiniMuM size usage:

Magazine

• 1.25" wide

note:

When scaling the logo, make sure all size relationships remain intact.

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pantone® 2915

C=45, M=6, y=0, k=6

r=123, g=189, b=225

pantone® Cool gray 7

C=0, M=0, y=0, k=40

r=173, g=175, b=178

Multi-Color grayscale

background Color

usage

• Website masthead

• Partner logos

Blue Logo usage

usage

This is the preferred usage for most all advertising.

• Broadcast, print and web

• Tradeshow materials

• Business card

• Letterhead

• Press release template

• Email signature

• Website placement

18 PurE MiChiGan BrAnD GuiDELinES PurE MiChiGan BrAnD GuiDELinES 19

Brand Typography

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

abCDeFgHiJklMnopQrstuVWXyzabcdefghijklmnopqrstuvwxyz1234567890

aVenir book

aVenir MeDiuM

aVenir HeaVy

Avenir has been chosen as the brand typeface. Practical and simple, it offers impact in its heavier

weights and clear legibility in its text weights. it is strongly recommended, but not required,

that Avenir be used in communications where applicable. remember that there should be no

manipulation of the typeface within the Pure Michigan logo. Please see next page for details.

Common Misuses Common Misuses


Please do not alter or misuse the logo. Here are several examples of how the logo

should nOT be used:

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P U R E I C H I G A N ®

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Color appliCations

Do not deviate from the approved color

palette.

Color appliCations

Do not deviate from the approved color

palette.

typeFaCe substitution

Do not replace any typeface or text within

the logo and don’t alter any capitalization

styles within the logo.

Distortion “sQueeze”

Do not alter the vertical proportions

of the logo.

Distortion “stretCH”

Do not alter the horizontal proportions

of the logo.

logo FraMing

Do not enclose the logo in a shape or

frame. When using a color background,

never enclose the logo in a white box.

insuFFiCient Contrast

Only use the logo on background

colors that provide significant contrast.

Backgounds that are too light or too

dark threaten its visual integrity.

use oF tHe “M”

Do not use the “M” without the full logo.

Do not use it alone or as a design element.

Do not use it to begin a word or sentence,

even if the word is “Michigan.”A G N I F I C E N T

nOTE: Please remember that the phrase “Pure Michigan” is copyrighted — not only in logo form,

but also the words themselves. Do not alter or misuse the phrase.

Programs, Partners and Providers Logo usage Guidelines Programs, Partners and Providers Logo usage Guidelines


The Michigan Economic Development Corporation is comprised of many parts — business

units, initiatives, programs, partners and more. Pure Michigan can be an umbrella for many

other brands and sub-brands. Each of these brands possesses qualities, stories and messages

that are consistent with the Pure Michigan brand.

At the same time, each has a story and a set of messages all its own, in line with its unique

background, the specific set of experiences it offers and, in some cases, the specific audience

it appeals to.

This section is meant to help guide these individual entities through the incorporation of

Pure Michigan into their communications.

MEDC-Owned Programs

Strategic Service Providers

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www.MichiganFilmOffice.org // page 1

MFO Out-TakesAUGUST/SEPTEMBER 2010

IN PRODUCTIONDetroit 1-8-7, a one hour drama series starring Michael Imperioli from The Sopranos, has been shooting around the metro Detroit area. The pilot was shot in Atlanta but the entire series is being filmed in Michigan. Check out more information here and catch the premiere Tuesday, September 21 on ABC-TV.

Michael Imperioli

The Michigan Film Office is proud to have three made-in-Michigan movies premiering at the Toronto Film Festival in September:

• Trust, starring Clive Owen and Catherine Keener, directed by David Schwimmer

• Stone, directed by John Curran and starring Robert DeNiro and Edward Norton

• Conviction (formerly Betty Anne Waters), directed by Tony Goldwyn and starring Hilary Swank and Sam Rockwell

TORONTO fIlm fesTIval COmINg sOON

The Genesis Code, starring logan

Bartholomew, Kelsey sanders

and fred Dalton Thompson, will

premiere at the grand Rapids film

festival on Wednesday, august 25,

before debuting at West michigan’s

goodrich and loeks Theatre chains

on friday, august 27.

Piranha 3-D, starring elisabeth shue

and ving Rhames, will be released

in theaters by Dimension films on

friday, august 20.

Flipped, directed by Rob Reiner, will

be released by Warner Bros. Pictures

in five selected markets on friday,

august 27.

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Local/Regional Economic Development Partners

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Learn more about your Ideal City at globaloakland.com. Lori Blaker

President and CEOTTi GlobalRochester Hills, Mich.

MY IDEAL CITYTHINKS GLOBALLYA PLACE WHERE INNOVATORS AND NEW INDUSTRIES GROW together with

uncommon support, guidance and financial incentives from business development experts.

A place that connects me to an entire network of talent, an educated work force and 859

unique, foreign-owned businesses from 37 different countries. A place where opportunity

goes by names like Automation Alley and Medical Main Street. A place where I can

conveniently depart for my international offices and come home to acres of pristine pines

and clear waters that are nothing short of breathtaking. A place that gives me the chance to

think bigger and catch dreams. Come discover a new name for opportunity in a city that’s

not just ideal, but real – in Oakland County, Michigan.

Photo: Oakland County International Airport ®

Programs, Partners and Providers Logo usage Guidelines Programs, Partners and Providers Logo usage Guidelines


State of Michigan Departments

Other Tourism-Associated Organizations

PUBL I SHED BY:

MichiganGolf CourseOwnersAssociation

SuccessfulGolf OutingA Guide to Running a

Tourism Industry

• Calendar of Events• Interactive Maps• Book Rooms Online• Get a Free Visitor Guide

www.LANSING.org Click… Browse… Plan…

COME TOGETHER

Hometown pride...We have it and so do you. Share your community pride and hold your next event or family gathering in Greater Lansing. Call the Greater Lansing Convention and Visitors Bureau today for FREE help coordinating out-of-town guests. Together we can make visitors feel right at home.

1-888-2-LANSING

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thephotography


Business and Talent Photography Samples Tourism Photography Samples

Why does it matter?Photographs make Michigan real. They convey a

sense of authenticity and detail. They suggest the

possibilities that await a company or a visitor who may

decide to choose Michigan over somewhere else.

Photography can be a powerful brand asset —

since much of our communications are visually driven,

it’s vital that the images be engaging and strong.

Look for what makes Michigan different, not what

makes us like everybody else. We are the real deal

and all photography, images and copy should always

reinforce this.

How can they be accessed?You can request use of Pure Michigan images

for both travel and business by contacting

ref.michigan.org/travel/imagelibrary

respect all terms and conditions associated with

image use.

Do not use images without express permission

of the copyright owners.

ContactsKelly Wolgamott

Director of Marketing

Phone: 517.241.5004

[email protected]

Chad Wiebesick

Director of Social Media and interactive Marketing

Phone: 517.335.1083

[email protected]

George Zimmermann

Vice President, Travel Michigan

Phone: 517.335.1862

[email protected]

Elizabeth Parkinson

Senior Vice President, Marketing and Communications

Phone: 517.373.6217

[email protected]

Where to find usMichigan Economic Development Corporation

300 n. Washington Square

Lansing, Michigan 48913

888.522.0103

michiganadvantage.org i michigan.org

30 PurE MiChiGan BrAnD GuiDELinES

© 2012 Michigan Economic Development Corporation. All rights reserved.

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Documents

MEDC Brand Guidelines · • Tradeshow materials and booth signage • Sponsored events (i.e., vinyl banners) usage • Web banners usage • Broadcast and print Green Logo usage