brand guidelines | v. 2 - georgia.org

BRAND GUIDELINES | V. 2.0

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BRAND OVERVIEW .............................................................. 3

BRAND ATTRIBUTES ............................................................ 4

LOGO GUIDELINES .............................................................. 5

COLOR PALETTE ................................................................... 9

TYPOGRAPHY ........................................................................ 10

APPLICATION EXAMPLES .................................................. 11

IDENTITY MATERIALS........................................................... 14

TABLE OF CONTENTS

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BRAND OVERVIEW

THE NAME: GEORGIA MADE

Naturally articulates concept of program

Simple, effective and says what we are

Clear, concise and campaignable

BRAND POSITIONING:

Georgia Made is the program that Georgia manufacturing companies

use to inform domestic and international consumers their products

and solutions are made in a state that’s known as a global hub

for high-quality, innovative companies that inspire statewide

manufacturers to work together and take pride in their products.

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BRAND ATTRIBUTES

INNOVATIVE BUT NOT COMPLEX

WELL-MADE BUT NOT RESTRICTED

PROUD BUT NOT OVERCONFIDENT

COLLABORATIVE BUT NOT COMMON

CREDIBLE BUT NOT PRESUMPTUOUS

LOCAL BUT NOT ARTISANAL

ENTREPRENEURIAL BUT NOT NOVICE

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LOGO GUIDELINESSTAND ALONE MARKS

LOGO

DO:

Always use supplied logo art

CLEAR SPACE

DO:

Leave adequate clear

space—equal to the height

of the letters in “Georgia

Made”—around the logo

DON’T:

Crowd the logo with type or

other graphic elements

4-COLOR LOGO

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LOGO GUIDELINESSTAND ALONE MARKS

1C AND REVERSED

DO:

If a single color option is

required, use one of the

two 1-color versions to the

right for either a white/light

background or black/dark

background.

If a dark background is

required, use the 4-color

reversed version when

possible.

1-COLOR LOGO

1-COLOR REVERSED LOGO

4-COLOR REVERSED LOGO

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LOGO GUIDELINESDO’S & DON’TS

RECOMMENDED USAGE

DO:

A Whenever a composition

allows, always use the 4-color

logo on a white background

DON’T:

B Apply effects to the logo (i.e.

drop shadow, outer glow, etc.)

C Break apart the logo in any way

D Use the Georgia Made logo

with the Georgia, USA logo

REVERSING/BACKGROUNDS

There are two versions of the

reversed logo: 4-color reversed

and 1-color reversed

DO:

D When placing the logo on a

colored background, choose

a color for the logo that will

provide maximum contrast &

readability

DON’T:

E Use a logo that won’t provide

adequate contrast to the

background

F Place the logo over a busy photo

or patterned background

G Use the 4-color logo on a dark

colored background

DO

DO DON’T

DON’T

DON’T

A B

C

D E

D F

D G

DON’TD

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LOGO GUIDELINESPARTNER LOGO LOCKUP

CLEAR SPACE

DO:

Leave adequate clear space

between the Georgia Made

logo and the partner logo—

equal to twice the height of

the letters in “Georgia Made”

DON’T:

Crowd the logo with type or

other graphic elements

Use the Georgia Made logo with

the Georgia, USA logo

RECOMMENDED USAGE

Logos can be laid out vertically or

stacked horizontally depending on

space provided

Ensure both logos are relatively

equal in size and visual weight so

one does not overpower the other

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COLOR PALETTE

C: 70 M: 0 Y: 100 K: 9

R: 41 G: 153 B: 38

WEB: #49A942

C: 50 M: 0 Y: 99 K: 0

R: 140 G: 198 B: 64

WEB: #8CC640

C: 0 M: 100 Y: 15 K: 0

R: 207 G: 3 B: 92

WEB: #ED037C

C: 20 M: 0 Y: 85 K: 0

R: 213 G: 225 B: 77

WEB: #D5E14D

C: 0 M: 60 Y: 100 K: 0

R: 245 G: 130 B: 32

WEB: #F58220

C: 0 M: 0 Y: 0 K: 60

R: 142 G: 145 B: 142

WEB: #8E918E

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TYPOGRAPHY

PRIMARY FONT FAMILY

DO:

Use Gotham Medium or

Gotham Condensed Medium

for all headlines

Use Gotham Book or Gotham

Condensed Book for body

copy and captions

Use Gotham Bold or Gotham

Condensed Bold for copy

emphasis

All body copy should never

smaller than 8pt

All call to action copy should

be set in Gotham Book or

Gotham Condensed Book

with Bold accents for URLs

and phone numbers

Use periods and other

punctuation in headlines and

subheads where necessary

DON’T:

Stretch or condense the fonts

Sample Copy

This is a headline.This is an example of body copy and the call to action with a phone number 123.456.7890

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Gotham - Medium


Gotham - Condensed Medium


Gotham - Book


Gotham - Condensed Book


Gotham - Bold


Gotham - Condensed Bold

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APPLICATION EXAMPLES

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KIA

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www.fortune.com/adsections

SPECIAL ADVERTISING SECTION

and Georgia Quick Start have been invalu-able resources in transforming the work-force for a specifically high-tech automotive product. Through three waves of hiring and more than 135,000 applications, Georgia Quick Start provided the support needed to train more than 3,000 team members. We continue to receive great support at all levels of the state government. Just recently, Governor Nathan Deal signed HB 259, the Georgia Business Act, which allows state agencies to purchase Kia products and bypass the time-consuming competitive bid-ding process.”

SCHOOL SPIRITWith its more than 80 colleges and universi-ties, including Georgia Tech, Emory, and the University of Georgia, the state is turning

out a highly educated workforce. Emory’s Goizueta Business School, named after the visionary leader Roberto C. Goizueta of Coca-Cola, has one of the best MBA pro-grams in the country.

“We’re a world-class business school, so our focus is making sure we’re meeting the needs of students and preparing them for wherever they may choose to go,” says dean Erika James. “We have good relationships with industry in this region to ensure that we’re preparing our students for the needs in this marketplace.

“The school attracts students from all over the country and world. The majority of our students pursue careers at various loca-tions. For example, we have a large amount of students from the Northeast, which is a hub in banking. But the increasing oppor-tunities in Atlanta are another reason why they’re attracted to our program.”

As a spinoff of the Competitiveness Initia-tive, the governor also launched the High Demand Career Initiative last year, tasking the university system and technical colleges to ask the private sector what workforce needs they’re going to have five to 10 years

down the line, and to close any gaps.

“We wanted to ask the question, ‘Are there jobs currently available in our state where we do not have enough qualified individuals to fill those jobs?’” says Gov. Deal. “We have identified some 11 areas where those situations exist, and we have created 100% tuition scholarship in our technical colleges for anyone who will pursue a degree in those 11 areas.”

Companies have said that they need “practical engineers,” managers who could be on the shop floor,

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WITH ITS MORE THAN 80 COLLEGES AND universities, including Georgia Tech, Emory, and the University of Georgia, the state is turning out a highly educated workforce.

GEORGIA

KIA MOTORS CHOSE West Point, Georgia, in 2009 when it decided to open its first North American manufacturing plant.

KMD15_2767-01-11 Fortune Mag GA Supplement_r4.indd

Job: KMD15-2767-01-11Client: Kia Motors AmericaMedia Type: Print AdPubs: Fortune Mag Georgia Supplement

Saved at: 5-22-2015 3:37 PMfrom: LabLA_15’s iMacby: LabLA_17printed at: None

Materials Due: NoneInsertion Date: NoneNotes: None

Links: KMMG_combo_15KOPT_16KSOR-404-A-4-280dm.tif (CMYK; 1189 ppi; 25.22%) Fonts: KIAOTF (Medium, Bold, Light), Minion Pro (Regular)

Bleed: 8.25” x 10.75”Trim: 8” x 10.5”Live: 7.25” x 9.75”Color Profile: Document - Coated GRACoL 2006 (ISO 12647-2:2004)Version: InDesign CS6 8.1Inks: Cyan, Magenta, Yellow, Black

ProofreaderProject Mgr.Production Mgr.Art BuyerCopywriterArt Dir.Creative Dir.Account Mgr. Product Info Mgr.Client

J. Goins/K. FleschK. RayElisa AtwoodAndrea Mariashnot providednot providedC. JefferyO. AlbaneseNone Kia Motors America

Meredith Walsh, Director of Print Services 310-445-5242

Elisa Atwood, Production Manager 310-445-5273

Kemit Ray, Project Manager 310-445-5224

Wallace Bridges - Studio Contact 424-204-7233

4Round

Job Description: Approvals: Contact Information: Mechanical Specifications (HxW):

909 N. Sepulveda Blvd. Suite 700 El Segundo, CA 90245 dng.com

Committed to Georgia. Committed to Excellence.

kia.com

Kia Sorento and Optima GDI (EX, SX & Limited and certain LX trims only) are assembled in the United States from U.S. and foreign parts. 2016 Sorento SX Limited prototype and 2015 Optima Limited shown with optional features. Some features may vary. Kia has been named as a top 100 brand in Interbrand’s Best Global Brands 2014 report.

Beginning in 2006 Kia made one of the biggest single foreign investments in the history of Georgia by establishing Kia Motors Manufacturing Georgia, a state-of-the-art production facility in West Point. Since then we have helped create over 15,000 jobs in West Point and the surrounding areas, and produced over 1.5 million vehicles, which can be seen on roads all across the US today. We owe so much of our success to the thousands of people who work closely with KMMG. The quality of our plant and its people are two important reasons why we were voted one of the Best Global Brands in 2014. We’re proud to call Georgia home and look forward to continuing our successful relationship together.

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HOW DO YOU WOO ONE of the most iconic brands in the world to move to your state? You’ve got to cover your bases, with a pro-busi-ness government, an exceptional

quality of life, a highly skilled workforce, and world-class logistics. It doesn’t hurt to have outstanding universities, a supportive business community home to numerous FORTUNE 500 companies, geographic diver-sity, and great weather. And for the coup de grace, it really helps to have a phenomenal

culinary scene, and world-class museums. Combine the latter two, as the state economic development team did one evening last fall in its meeting with Mercedes-Benz, and you’ve got a reminder of just what Georgia offers.

The occasion was the visit of Mercedes-Benz USA CEO Steve Cannon a couple of months before the company was to decide on the new location of its North Ameri-can headquarters: Texas, North Carolina, or Georgia. The state’s global commerce team wanted to show off the culture and people of Atlanta, so instead of a dinner at a great Atlanta restaurant, they held a banquet in the soaring, five-story

atrium of perhaps the finest art museum in the Southeast—the Richard Meier-designed High Museum of Art. The three tables of 10 included some of the business community’s heaviest hitters, including the CEOs of Delta, UPS, and Georgia Power. As they dined on locally sourced surf and turf, the conversa-tion centered on what it’s like to live in the state, and the terrific support companies get at the state and local level.

“Georgia is pro-business, and we’ve built this business environment that’s very invit-

Georgia On Their Minds

FROM ITS SUPERIOR QUALITY OF LIFE AND WORKFORCE TO ITS BUSINESS-FRIENDLY GOVERNMENT, THE PEACH STATE IS THE PICK OF MORE AND MORE CEOS

GEORGIA

CENTENNIAL OLYMPIC PARK is just one of the many cultural attractions that makes Georgia a great place to live and work.

S2 www.fortune.com/adsections

ATM_GEN_M5_1455_Fortune_O.indd 5-15-2015 2:15 PMSaved at NonePrinted At Client AT&TMedia Type MagazineLive 7” x 10”Trim 8” x 10.5”Bleed 8.25” x 10.75”Job Title Governor Deal Fortune 500Pubs FortuneAd Code None

DEPARTMENT:

APPROVAL:

Art Director Copywriter Acct. Manager Studio Artist Proofreader Traffic Production

Addl. Notes: None

We’re proud to report business in Georgia is booming. And clicking. And downloading.And that’s one of the many reasons AT&T loves working here. It’s a world-class mobile technology hub. It has an unmatched ecosystem that fuels mobile innovation. It’s Georgia. And it has all the resources, attitude, and infrastructure to make businesses thrive.

©2015 AT&T Intellectual Property. All rights reserved. AT&T, the Globe logo, and Mobilizing Your World are trademarks of AT&T Intellectual Property.


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Addl. Notes: None




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brand guidelines | v. 2 - georgia.org

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