CPHC Brand Standards

BRAND STANDARDS MANUAL JUNE 2012

2 | Cincinnati Parks Hiking Club Brand Standards

CONTENTS4

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What is a Brand?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Why Brand Standards Matter . . . . . . . . . . . . . . . . . .

Brand Identity Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Brand Elements Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Cincinnati Parks Hiking Club Brand Standards | 3

(CONT.)Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Standards for Video . . . . . . . . . . . . . . . . . . . . . . . . . .

Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Merchandise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Contact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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WHAT IS A BRAND?“A brand is more than a name, more than a logo, more than an attitude. A brand is the totality of human perceptions that an audience attaches to an organization...”

- International Association of Business Communicators


WHY BRAND STANDARDS MATTERThe Cincinnati Parks Hiking Club started in 2007, and has grown to over 500 members.

The new brand identity for the Hiking Club that was established in June 2012 is described in this manual. Adhering to the guidelines in this manual will help to ensure a strong brand and a strong future for the Hiking Club.


MISSIONThe mission of the Cincinnati Parks Hiking Club is to make a positive difference in people’s lives. Hike with us for better health and be one with nature. It will be the best part of your day!


VALUES The Cincinnati Parks Hiking Club embraces the following values:

• Inclusivity:TheHikingClubisopentoeveryone.No matter your skill level, we welcome everyone to walk the trails with us.

• Education:Ourmemberslearnaboutthebenefits of outdoor exercise and how nature enhances their experience, so they can share that knowledge with others.

• Health:Physicalandmentalhealthareimportant for everyone’s well-being. The Hiking Club provides an opportunity for a great physical workout and a place to revitalize the mind, body and spirit.


COLOR PALETTEThe Cincinnati Parks Hiking Club color palette consists of natural, warm colors. The CMYK, RGB, Pantone, and Hexidecimal values for each color are listed below.

CMYK: 88, 28, 92, 16RGB: 9, 121, 69Pantone: 3425CHexidecimal: 097945

CMYK: 85, 17, 100, 3RGB: 12, 148, 71Pantone: 356CHexidecimal: 0C9447

CMYK: 75, 0, 100, 0RGB: 59, 181, 74Pantone: 362CHexidecimal: 3BB54A

CMYK: 50, 0, 99, 0RGB: 140, 198, 64Pantone: 376CHexidecimal: 8CC640

CMYK: 40, 65, 90, 35RGB: 117, 76, 41Pantone: 469CHexidecimal: 754C29

PineNeedleGreen Ivy Green Lily Pad Green Mantis Green Tree Bark Brown


LOGOThe Cincinnati Parks Hiking Club logo represents what the Club is all about. • Amanandawomanhikingthroughthetreeswiththeir dog signify the social and health-related aspects of the Club. The dog shows that pets are allowed as long as they’re on a leash. • Thetreesstandforthenaturalenvironmentthatsurrounds hikers. Four trees represent the four seasons, highlighting that the Cincinnati Parks Hiking Club hikes year ‘round. • TheClubnameispresentedinFuturaCondensed,atall, structured typeface that represents both the tall trees in the Mount Airy Forest and the strong relationships built by the Club.

CINCINNATI PARKS HIKING CLUB


The primary logo of the Cincinnati Parks Hiking Club is the full color version (1). The full color logo should be used whenever possible.

When full color is not an option, other versions of the logo may be used.

• Ifcolorisnotavailable,usethegrayscalelogo(2).• Ifthelogowillbedisplayedonalightbackground, usetheTreeBarkBrownlogo(3)orthePineNeedle Green logo (4).• Ifthelogowillbedisplayedonadarkbackground,use the White logo (5).

APPROVED LOGO VERSIONS


Minimum Application Size

The Cincinnati Parks Hiking Club logo should never be displayed at a size smaller than 1.25 inches tall.

Safe Area

ASafeAreaisadefinedamountofemptyspacesurroundinga logo. This space gives the logo breathing room and ensures that it won’t be overtaken with text or images.

The safe area for the Cincinnati Parks Hiking Club logo should always be equal to the height of the “H” of “Hiking Club.”

LOGO SPECIFICATIONS


Improper Logo Use

It’s important to maintain the integrity of the Cincinnati Parks Hiking Club logo, by making sure the logo is always displayed properly.

The logo cannot be:

Skewed (1)Rotated (2)Cropped (3)Displayed in any colors not described on pages 8-11 of this manual (4) Given a drop shadow effect (5)Displayed on a low contrast background (6)

(CONT.)


TYPOGRAPHYCincinnati Parks Hiking Club business materials, such as stationery, use two typefaces.

• UseFuturaCondensedMediumwhenemphasisis needed. This includes items such as the headers in this manual, names on business cards, and contact information on letterhead.• UseHelveticaNeueRegularforthebodyoflettersand emails.IfHelveticaNeueRegularisnotavailable,a similar typeface such as Helvetica or Arial may be used.

The Cincinnati Parks Hiking Club brochure was created using a unique handwritten script.


Futura Condensed MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

HelveticaNeueRegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890


STATIONERYA template for the Cincinnati Parks Hiking Club stationery is provided on the disk included with this manual

When creating new business cards, align all text left, and place text .25 inches from the left edge of the card and .375 inches from the top of the card. Set the name and web address on the card in 14pt Futura Condensed Regular. Set all other informationin9ptHelveticaNeueRegular.

When using the Cincinnati Parks Hiking Club letterhead, start the letter should start .75 inches below the bottom of the logo. Use 1 inch margins, and end the letter at least .25 inches above thegreenbar.Typebodycopyin11ptHelveticaNeueRegular,Helvetica, or Arial.


STATIONERY

Cincinnati Parks Hiking Club | 950 Eden Park Drive, Cincinnati, OH 45202 | www.hikecincyparks.com

Mr. Walter Tejada, Chair

Arlington County Board

2100 Clarendon Boulevard

Arlington, VA 22201

June 14, 2012

SUBJECT: Park Enhancement Grant to Install Playground Fencing in Eads Park Dear Mr. Tejada,

As a representative of Cincinnati Parks Hiking Club, we support installation of a gated fence around the

playground equipment installed in Eads Park. There are no sidewalks, physical barriers or fences separating the

playground equipment and other sections of Eads Park from Fort Scott Drive between S. Eads and S. Grant

Streets. Further, the section of Fort Scott Drive that parallels Eads Park is at the foot of a significant hill upon

which vehicular traffic frequently exceeds the posted speed limit of 25 miles per hour.

Eads Park is heavily used for developmental youth soccer practices and games as well as adult league and

pick-up soccer games throughout the week; thus, the playground equipment is a significant attraction for children

not directly or immediately involved in organized sports in the park. Distances between the playground and picnic

gazebo, soccer field, and fenced portions of the park makes it difficult for dedicated adult supervision of the

playground area when other activities are taking place in Eads Park.

With a separation of less than 20 yards between Fort Scott Drive and the play area, we believe there are

significant safety issues involving young children wandering or running onto Fort Scott Drive from the play area.

This safety issue could be mitigated with installation of a gated fence around the playground equipment.

Again, we support installation of a gated fence around the playground equipment currently installed in Eads Park.

Most sincerely,

Pegge Burkley-Schneider

Hiking Coordinator

950 Eden Park Drive Cincinnati, OH 45202

Pegge Burkley-SchneiderHiking Coordinator

513.604.3909950 Eden Park DriveCincinnati, OH [email protected]

www.hikecincyparks.com


Photographs used in print materials and on-screen materials for the Cincinnati Parks Hiking Club should be original photography whenever possible, not stock photography.

The photographs should focus on hikers having fun on the trails, or focus on the natural beauty of Mount Airy Forest.

To ensure quality, photographs used in print materials must be minimum 300 dpi. Photographs used in web and video materials must be minimum 72 dpi.

PHOTOGRAPHY


STANDARDS FOR VIDEOVideo messages for the Cincinnati Parks Hiking Club must identify all on-screen speakers using the Lower Third on the disk included with this manual.

Lower Thirds

Lower Thirds should be located in the bottom left hand corner of the screen and should occupy two thirds of a widescreen (16:9) video.

Titles

All titles of videos should appear on screen in Futura, in all caps.


STANDARDS FOR VIDEO


WordPress Theme

www.hikecincyparks.com was created using WordPress. The theme used is Adventure Journal 1.7.2 by Contexture International.

Blog

The tone of the blogs written for the website should be friendly and conversational. They should make the reader feel like they were on the trails with you.

WEBSITE


MERCHANDISECurrent merchandise displays the Cincinnati Parks Hiking Club logo on the front left chest of t-shirts. The color of the logo varies depending on the color of the t-shirt.

Whendevelopingnewmerchandise,thereissomeflexibilityin the placement and size of the logo. For example, the logo could be displayed larger, centered on the back of a t-shirt.

Be sure to follow logo standards listed on pages 10-15 when developing new merchandise.


CONTACTFor questions regarding Cincinnati Parks Hiking Club brand standards, please contact:

Pegge [email protected]


Prepared as a component of the Capstone Course Multimedia Information Design DepartmentCenter for Innovative TechnologiesCincinnati State Technical & Community CollegeJune 2012

CPHC Brand Standards

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