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Branding & Style GuideRevised January 29, 2009

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“Keokuk: Make It Yours” & “My Keokuk”Branding Style Guide and Principles of Use

The purpose of the community of Keokuk, Iowa’s brand initiative is to promote and reinforce amessage of confidence in Keokuk’s future.

This message is targeted to several specific internal and external audiences. Keokuk has adopted acentral brand identity as well as an integrated dual tag line approach designed to:

1.) Invite an external audience to experience and invest in Keokuk.“Keokuk: Make It Yours”

2.) Foster the community sprit and participation of internal residents.“My Keokuk” (MyKeokuk.com & My Keokuk Rocks, Works, Grows, etc.)

These messages will interconnect with the primary brand of Keokuk in various ways depending onthe target audience of the required marketing material.

Style Guide Introduction

This Style Guide has been created by the Keokuk Affiliates to help strengthen and clarify therecognition value of Keokuk’s name and the graphic symbols and marks that are associated with it.Our goal is to ensure that people distinguish the identity of Keokuk from other communities in or outof Iowa. We also want to provide a basis for greater consistency of graphic image and style for thecommunity as a whole and others who have occasion to use the “My Keokuk” and “Keokuk, Make ItYours” images and elements.

To achieve this goal, the Keokuk Affiliates have developed the set of standards outlined in this StyleGuide. The Keokuk Affiliates are formally charged by the community to enforce all “My Keokuk” and“Keokuk: Make It Yours” graphic and editorial standards. This style guide establishes and illustratesformats for any and all publications, Web sites and other graphic products that use these marks, andpresents standards for appropriate use of the logo. These formats are to be used by everyoneproducing communications materials for this campaign. Any exceptions to these usages must beapproved by the Keokuk Affiliates.

Brand Use Approvals Contact:Katie O’Brien, Keokuk Chamber of Commerce“Keokuk: Make It Yours”

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Primary “Keokuk: Make It Yours” Logo

This logo is the promotional face of the Keokuk Community and introduces the design elements usedthroughout the marketing campaign. The purple color was chosen as it is already recognized in thecommunity as a color that represents the community, based strongly on the local high school colors.The coins, and subsequently the gold color, were chosen as symbols of the five affiliates. The fontsused in the logo are significantly altered from their original form and should always be used with thelayout and spacing as displayed in the original logo. The type should never be replaced with anotherfont or version of these fonts. The Main logo is to be used for all general references to Keokuk andnon-specific promotional pieces. It is also suggested that this logo be used in conjunction with sublogos, such as affiliate logos or special logo programs such as the “Rocks” campaign. The logo, inthese instances, should be displayed as a “bug” or smaller logo, in the lower right corner of the piece.

Fonts

Main Logo Block Font is Copperplate Gothic Bold. Script Font is dearJoe Four.

Best PracticesBest practices will be established and amended as needs arise.

Dos and Don’ts

Do incorporate logo usage into promotional efforts at every opportunity.Do use the logos only as they are provided.Do not stretch or squeeze the logo.Do not reverse color values on the logo. Only use the pre-formatted reversed color logo.Do not change the color parts of the logo.Do not rearrange the logos’ elements. The logos are to be used in only the formats provided.

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Variants of the Official Logo

The Keokuk logo should be used with the coins when space allows. When space does not allow,remove the coins only, keeping the www.mykeokuk.com text and gold bars, as seen below. Ifnecessary for legibility, the version without the URL may be used. Other official one-color variants areincluded below, as well.

The main logo exists in a variety of forms to be used as best applicable to the situation. For needsrequiring a shorter logo, the version without the coins may be used. Also, if the logo is used in such amanner that the size or the lack of resolution prohibits the coins from being clearly displayed, the logowithout the coins may be used. There is also a logo where the colors are reversed for use againstdark backgrounds as well as one-color options.

Each of the coins represents symbols of the various Keokuk branding affiliates. The coins may onlybe used separately as supporting branding elements within a marketing piece which also containsone of the primary branding logos. For illustrative purposes, the Chamber symbol is used here.

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Keokuk logo and Image File Location

All logos are available from the Affiliates’ offices.

Logos and collateral materials are also available online at:http://www.mykeokuk.com/keokuk_images/

Typefaces for Printed Materials

The text for main copy in all Keokuk branding-related materials is Arial (normal), at 10-point size. Titletext is 14-point Arial Bold.

Copperplate Gothic Bold, the font used for the “Keokuk” logo text, may be used for header /title text, as well.

Layout, Color, Printing Options

The official Keokuk: Make It Yours logo must be placed on all branding-related publications, printedmaterials, Web sites, multimedia presentations and other communications projects.

There are two primary colors used in the logo, gold andpurple. The Pantone Matching System color for thepurple is PMS 269C. Its red, green and blue formula is 76Red, 47 Green and 105 Blue; its four-color processformula is 82% Cyan, 94% Magenta, 28% Yellow and17% Black.

The Pantone Matching System color for the gold is PMS7407C. Its red, green and blue formula is 188 Red, 143Green and 56 Blue. Its four-color process formula is 26%Cyan, 42% Magenta, 95% Yellow and 4% Black.

In publications that cannot be printed in the official PMS colors, the logo may not appear in a one-color form other than black.

Information in this style guide is primarily intended for offset and screen-printing. For any otherprocess, please contact the Brand Use Approvals representative, Katie O’Brien.

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Stationery

In stationery use, the primary “Keokuk: Make It Yours” logo is to be displayed in the bottom-left cornerof the page, as seen in the example below. Each Affiliate may amend their version of stationery tobest serve their needs within the limitations of matching the style of the overall campaign.

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Advertisements

Use of all Keokuk branding-related logos and images in advertisements must be consistent with thestandards outlined in this style guide.

Displays/Multimedia

Use of all Keokuk branding-related logos and images in displays, multimedia presentations and othersuch usages must be consistent with the standards outlined in this style guide. See the image belowfor an artist’s rendition of potential use of branding materials in an outside display setting.

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Web Sites

If the logo is used on a Web site, usage is to be consistent with the Dos and Don’t’s section of thisstyle guide.

Trademarks and Licensing

Use of these logo materials is prohibited without the express written consent of the Keokuk BrandingAffiliates. For licensing matters, contact Katie O’Brien at the Keokuk Area Chamber of Commerce.

Editorial Style StandardsUse of the phraseology of Keokuk’s branding initiative should be as follows. “Keokuk: Make It Yours.”Please note the use of punctuation and capitalization. Do not use acronyms or other shorthand termsto describe or identify the initiative.

All officially released statements, Web sites, posters, advertisements and other such materials shouldadhere to the Associated Press Stylebook, for ease of cross-reference between multiple affiliates.

Photo Use Policy

There should be no photos used other than original photographs of the Keokuk area. No stockphotography is to be used. Logos used over images with an alpha channel or transparent backgroundshould be clearly legible against the background. Drop shadow or an outer glow may be used toachieve this separation. If not, they should be placed over a white box so that they are clearly legible.See the following examples.

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Outer Glow

Drop Shadow

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“My Keokuk Rocks” Campaign

The “My Keokuk Rocks” campaign is intended to celebrate the various cultural and civic highlights ofKeokuk, Iowa. The word rocks is, in this instance, a default example for a huge variety of words orideas that can be represented by this campaign. For example, law enforcement may use, “My KeokukProtects And Serves,” while the National Cemetery may use, “My Keokuk Remembers.” Thiscampaign is intended to be picked up and used by organizations throughout our community tocelebrate their successes through a unified campaign. Use of the “My Keokuk Rocks” campaign mustbe approved by the Keokuk Area Chamber of Commerce. Variants of the “My Keokuk Rocks”campaign materials, with examples following, may be requested through the Keokuk Area Chamberof Commerce. Note the reference to this campaign above in the My Keokuk Rocks / My Keokuk Rollsexamples on page 8.

Though a basic logo has been created for the campaign, the use of shadows, glow, outline or othereffects may be used, depending on the placement, purpose or emotion the particular piece is trying toevoke. See the following examples of the same logo layout utilizing slightly different stylizations. The“My Keokuk Remembers” images above are also examples of this brand usage.

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Building on a Theme

The logos and branding pieces of the Keokuk Affiliates are to be used only in one of the approvedformats. However, branding of Keokuk and its many opportunities is encouraged to build upon of thethemes suggested by the community and Affiliate logos. Using the colors, fonts or styles presented inthe approved logos helps to tie initiatives to known and trusted brands. Questions should be directedto the brand use approval contact.

See the following examples of branding images created to highlight specialized initiatives usingapproved design elements from this guide but creatively extending beyond those borders to make thebrand unique.

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Outdoor Banner

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Affiliate Logos

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For the purposes of this style guide, the Keokuk Area Chamber of Commerce logo will be used as anexample, but the instructions apply to use of all “My Keokuk”-related branding logos.

Each Keokuk Affiliate has a logo based on the main logo to represent that specific affiliate’s identifyand area of community focus.

Main Affiliate Branding Logo

The affiliate logos may also be used with or without the coin image as the need requires. It issuggested that the version with the coin image be used if possible. An example of the image withoutthe coin is below. One-color versions of affiliate logos are available through the brand use approvalcontact.

Variations to the Affiliate Branding Logo

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Use of the Coins

The use of the coin image, five of which represent each of the affiliates, should be done as anaugmenting icon to any branding use and is not intended to replace or be used as the sole brandingidentity of any affiliate in any occasion. Use these in conjunction with the use of the main logo.Questions or should be approved through the brand use approval contact.

If you have any additional questions or need digital or variant versions of any of the branding imagespresented in this guide contact the brand use approval contact at the Chamber of Commerce.

Katie O’Brien,Keokuk Area Chamber of Commerce329 Main StreetKeokuk, IA 52632319-524-5055 phone319-524-5016 faxkeokukcc@iowatelecom.net