REGIONAL BRAND STORY & USAGE GUIDE€¦ · & USAGE GUIDE August 2014 Version 1.2 ACCOMPLISH MORE....

Download Logos at http://wedontcoast.com/useVisit WeDontCoast.com

REGIONAL BRAND STORY & USAGE GUIDEAugust 2014Version 1.2

ACCOMPLISH MORE. TOGETHER.30+ communities that make Omaha — GREATER OMAHA.In 2013, The Greater Omaha Chamber developed Prosper Omaha — a bold new campaign aimed at ensuring prosperity not just for some, but for all. And given the abundant resources throughout our six-county region, it’s time to leverage these extraordinary opportunities.

This regional economic partnership, a division of the Chamber, exists so that — together — we can tell our story, communicate our character, and grow, retain and attract business and talent. The partnership is a two-state, multi-county coalition dedicated to what drives growth in our regional economy: entrepreneurship, small business assistance, business retention and expansion, along with talent attraction and recruitment.

PARTNERSHIP INCLUDES:

• Greater Omaha Chamber• Advance Southwest Iowa• Cass County Nebraska Economic Development Council• Greater Fremont Development Council• Sarpy County Economic Development Corporation• Washington County’s Gateway Development Corporation

We hope you’ll join us in sharing our story — through your organization, in your community, and across the country. Our region has a lot to offer, and it’s time to leverage these extraordinary opportunities.

Our Regional Footprint:Cass, Dodge, Douglas, Sarpy and Washington Counties in Nebraska

Pottawattamie County in Iowa

Douglas

Sarpy

Cass

WashingtonDodge

Pottawattamie

TABLE OF CONTENTS

REGIONAL OVERVIEW

Regional Overview .......................page 1

Process.........................................page 2

Brand Story...................................page 2

Target Stories .......................... page 3-5

Logo Guidelines ....................... page 6-9

Let it Live ............................ page 10-11

User Agreement and Contact Information ................. page 12


PROCESS

THE BRAND STORY

WE HEAR IT AGAIN AND AGAINGreater Omaha leads the way in successful community collaboration. So when it came time to developing a cohesive, recognizable and authentic brand for our region, we knew how to make that happen.We tapped senior leadership from our partnering organizations; community leaders from a variety of agencies; and marketing and creative talent from more than 30 businesses and hundreds of professional volunteers.

Over 3,000 hours, 16 creative professionals and a ton of post-it® paper made our vision possible.

Watch the video at wedontcoast.com

Here, you earn everything you get. There is no standstill. No off switch.

Only momentum, fueled by a drive to let go and do what we love. We are passionate about this community.

Here in the heartland, we are more than a cozy place to live – we are a great place to be alive. Maybe not for everyone. Just anyone who wants to be someone.

This is who we are.


TARGET STORIES

IT’S AN ATTITUDE... ...not a judgment. We love our friends on the coasts. We Don’t Coast™ is a play on our strong work ethic and a celebration of our central location (that happens to not have coasts). The mentality is confident, authentic and vibrant. So if we don’t coast, what do we do?

WE TELL OUR STORY. Following are examples of messages that support our position.

WE LAUNCH. Roll up your sleeves. Pour in your passion. Reap your rewards. If you’re ready to ignite your career – if you’re determined to make a mark instead of just make due – you’ll find a place. Here, we embrace entrepreneurs, cultivate innovation and let imagination run free.

WE BUILD. Companies, tiny to titan, flourish here – from the neighborhood mom & pop to the Fortune 500s known around the world. We work hard to keep the business climate friendly and taxes moderate. Our cost of living is low, our quality of life is high – and our steady economic growth is the envy of the nation.

Talent and Recruitment

Economic Development


WE EXPLORE. Big-time attractions. Outdoor recreation. An energy that flows easily between stimulation and relaxation. This place is yours to discover, a region that excels atexceeding expectations. Come once and you’ll be amazed; we’ll surprise you again when you come back.

WE INSPIRE. A world of opportunity awaits. We are home to award-winning schools and nationally-recognized universities. Innovation and experience work in collaboration, improving education for students of all ages. To them we say: Study hard, engage your brain, dream big and go for it – no coasting allowed.

WE ENTERTAIN. Sit back. Enjoy yourselves. We’ll take care of the rest. We are home to a vibrant mix of artful entertainment and entertaining arts – world-renowned for its indie music, a favorite stop for big name entertainers and fertile ground for local artists. We don’t go to Broadway – Broadway comes to us.

Travel and Tourism

Education

Arts & Entertainment

TARGET STORIES


WE TOAST. We don’t believe in the same old night out. From international fare to down-home cooking, we are a foodie’s delight. And when dessert is done, gather your strength and get ready to get with it. From secret hole-in-the-wall treasures to trips inside the velvet rope, you’re in for an adventure that’s eminently Instagrammable.

WE WIN. The NCAA College World Series – the U.S. Olympic Swim Trials – the U.S. Senior Open – we welcome sports fans from around the world and impress them season after season. (Practice does, after all, make perfect.) TD Ameritrade Park, CenturyLink Center Omaha, Werner Park – testaments to our dedication to the ultimate fan experience.

Night Life

Events

TARGET STORIES

It’s time to tell the world.


Options

Logo — main

Worn — preferred version Clean — secondary option

LOGO GUIDELINES

If you don’t see your community on the next page, more Location ID Modules may be available online at http://wedontcoast.com/use or communitiies within the region can contact the Greater Omaha Chamber to create one.

Examples of Location ID Module Co-branded with “Omaha” Header

LOCAL USEWe Don’t Coast™ can be used with a community or county name. Use a Location ID Module when you want to talk about your community. See examples of exisiting Location ID Modules on the next page.

NATIONAL USECommunities may choose to co-brand with Omaha by using their Location ID Module with an ”Omaha“ header. This version must be used when messaging to audiences outside the region.

All modular logos are available in worn and clean versions; with and/or without the “Omaha” header.

For questions on recommended modular logo use, contact Jessica Perreault at the Greater Omaha Chamber (page 12).


The Location ID Modules above are available now. Go to http://wedontcoast.com/use to sign the user agreement and begin downloading logos.

Examples of Location ID Modules

LOGO GUIDELINES

MAKE IT YOUR OWN! Use We Don’t Coast™ to tell your story — whether it’s a community, county or organization. Just be sure you are part of the six-county region and you’re sharing a positive message.

If you want to download the typeface that inspired our logo — GoBold can be downloaded online for free at http://www.dafont.com/gobold.font.


LOGO GUIDELINES

Make It Your Own! What About Color?

We are a vibrant region. Our brand should be the same. Colorful images are recommended with the black or white logo, but using the logo in color is also permitted.

1. Use the logo with other elements or graphics that lie outside of the bounding area.

DO

OK

DO

OK

Do you have a question about We Don’t Coast™? Contact Jessica Perreault at the Greater Omaha Chamber (page 12).?

Sarah & BenBut we sure can Toast!

June 2, 2014

2. Have some fun! Accompanying type can be used outside the bounding area. 3. Be sure to maintain a bold contrast

when using the logo in color.

4. Only use solid colors. We do not recommend filling the logo with gradients or patterns.

MORE TOOLS!Use the logo in conjunction with other logos from organizations or businesses located inside the region.

The logo’s bounding area is defined by 180� lines aligned with the bottom and top of the mark’s highest and lowest point. This is further shown by dotted lines in this section.


Don’t: applies to all logo variations and Location ID Modules

1. Skew or alter the logo orientation.

2. Convey any kind of downward momentum when using the logo.

Who’s “We?” 7

1

2

WE DON’T COASTO M A H A

5 6

3

4

DON’T

DON’T

3. Reposition or resize any Location ID Module elements within the bounding area.

4. Place any type or graphics within the logo’s bounding area.

5. Remake the logo in the layout or likeness of the officially trademarked We Don’t Coast™ logo.

6. Exclude or remove the ™ — the official trademark symbol from the logo.

7. Use the mark without a Location ID Module when speaking to a national audience.

A FEW RULESWe ask that you use — don’t abuse — our trademarked logo by following just a very few simple rules seen on the right.There are other ways to express your creativity. Learn more in the Let it Live section on the next page.

LOGO GUIDELINES

For questions or to report improper usage of the brand, please contact Jessica Perreault at the Greater Omaha Chamber (page 12).

?

Omaha alone or co-branded with another community are the modules for national audiences.

!


LET IT LIVE!We Don’t Coast™ is trademarked so that we can truly own it. But that doesn’t mean we can’t have some fun with it.If your business, organization or community falls within our six-county regional footprint (see page 1), we encourage you to make it your own! Just follow our brand guidelines (see pages 6-9), sign our user agreement at http://wedontcoast.com/use, and go.

Please just be sure to follow some basic rules:

1. We Don’t Coast™ is about what’s good here — that’s it. We don’t judge other places, but we are proud of what we have to offer. Use We Don’t Coast™ to speak positively about our region. Not negatively about others.

2. We Don’t Coast™ should only be used by businesses, organizations and communities within the six counties that comprise the Greater Omaha region.

3. We Don’t Coast™ may not be used for political purposes.

Review the brand’s official user agreement and full trademark disclosure at http://wedontcoast.com/use for more details on using We Don’t Coast™.

LET IT LIVE

Share your creativity with us! #WeDontCoast

A Properly Executed We Don’t Coast™ Let it Live Design: Permission to Get Creative! Samples of Let it Live in action

1. Always use the ™ symbol, even on original We Don’t Coast™ designs.

2. Identify or provide a reference to the region or a location within the region when possible.

DO

2

DO

1

™

™

ELKHORN RIVER RAFTERS

™

M I L L A R D

™

™

Any design created with the phrase “We Don’t Coast” is using the officially licensed trademark. Users must included the ™ signature when creating a Let it Live design, product or merchandise.


LET IT LIVE

Share your creativity with us! #WeDontCoast

Find these designs and more at the official We Don’t Coast™ Online Store at http://www.wedontcoast.com/store

We Don’t Coast™ will not assume responsibility for the printing or distribution of all apparel or merchandise.

WEAR IT PROUDLY.

Or design your own, but please be sure to share it with us @WeDontCoast or email Jessica Perreault at the Greater Omaha Chamber (page 12).


USER AGREEMENT AND CONTACT INFORMATION

USER AGREEMENT Before downloading We Don’t Coast™ logos, users must first read and acknowledge a user agreement.

Please contact The Greater Omaha Chamber for any of the following:

1. Request the development of a new Location ID Module logo.

2. More information about We Don’t Coast™

3. Questions regarding usage not covered in this usage guide.

CONTACT:

Jessica PerreaultProject [email protected]

Social Media

twitter.com/wedontcoast

facebook.com/wedontcoast

instagram.com/wedontcoast

WEDONTCOAST.COM/USE

Visit http://wedontcoast.com/use to sign the user agreement and begin downloading logos.

We Don’t Coast™ is a licensed trademark of The Greater Omaha Chamber, Omaha, Nebraska.

Review and sign the official usage agreement and download logos at wedontcoast.com/use.

REGIONAL BRAND STORY & USAGE GUIDE€¦ · & USAGE GUIDE August 2014 Version 1.2 ACCOMPLISH MORE....

Documents

Transcript of REGIONAL BRAND STORY & USAGE GUIDE€¦ · & USAGE GUIDE August 2014 Version 1.2 ACCOMPLISH MORE....