This document is the 2023 brand guide for Visit Oklahoma City. Please follow our standards and examples in the book when using our brand elements to create collateral. If you have any questions please reach out to us at jvaughn@visitokc.com.
BRAND STANDARDS
table of contents overview who we are 04 OUR STORY 05 voice 06 personality 07 values 08 01
brand elements logos 09 typography 14 colors 15
02
overview
SECTION 01
04
WHO WE ARE OUR MISSION
As the City’s official destination marketing organization, the mission of Visit Oklahoma City (Visit OKC) is to contribute to the economic well-being of Oklahoma City and its citizens through the solicitation and servicing of conventions and other related group business, to promote the city as a first-class visitor destination and to enhance Oklahoma City’s name and image. Visit OKC is also known as the OKC Convention & Visitors Bureau and operates as a division of the Greater OKC Chamber. Visit OKC is the tourism information source for visitors to and the citizens of Oklahoma City, as well as the home to OKC Sports. OUR PURPOSE We proudly elevate OKC by connecting visitors with our unique stories, flavors and experiences. ORGANIZATIONAL VALUES HEART – We care about our mission and take time to recognize and celebrate each other’s wins both big and small. We also celebrate each step as we move our city forward. UNIFIED – We’re one team representing one city with one goal. We take care of each other and believe each team member’s role is critical to our success. SUPERCHARGED – We’re driven by a passion for OKC and possess an innovative spirit that sets the tone for all we do. TENACIOUS – We’re strong collaborators and resourceful problem-solvers. We don’t give up. LEAD WITH INTEGRITY – We do the right thing and lead by example. EXCEED – We enthusiastically go above and beyond because we want to see each other and OKC succeed.
05
Our story
OKC’s BRAND STORY Every destination has a story, and Oklahoma City’s story began with several tribal nations who have always inhabited this special place, long before it was “officially” a city. This complex past has led to OKC residents embracing a history of doing things our own way. This visionary spirit can be seen today in our people and passion. From the classically trained to the wildly inventive, our city is home to pioneering thinkers, doers and creators. In OKC, visitors are greeted with overflowing kindness as they discover the heritage, culture and resiliency that lives on in the vibrant Oklahoma City of today. Our people are innovators, ancestors and allies, influenced by both the past and a desire to make the future better for all. We’re a yes city where we actively make things happen. Our collaborative and energetic vision has transformed OKC over the past several decades as we’ve invested nearly $2 billion in ourselves building world-class attractions, sports venues, urban parks and a new convention center complex. And we’re not done yet! Experience the energy, excitement and welcoming spirt of Oklahoma City – a city open to all.
06
BRAND VOICE HOW THE BRAND VOICE SHOULD SOUND FOR OKLAHOMA CITY
OUR VOICE IS
Down to Earth Real, genuine, authentic, honest, tell it like it is, integrity Approachable Underdog, regular person, the common touch Welcoming Goodness, service, neighborly, kind, clean Nostalgic Heritage, slower-paced, respectful of the past Unified Community, relationships, acceptance, diversity, belonging, one, togetherness Driven Development, expansion, competitive, focused, innovative, new
07
BRAND PERSONALITY WHAT QUALITIES MAKE UP OUR DISTINCT NATURE?
OUR CITY IS
open We are authentic, welcoming and kind to others. We are actively looking to grow by recruiting new businesses, cultural institutions, visitors and residents. We are a “yes” city committed to actively making things happen: come live here, come work here, create memories and new experiences here - we’re open. collaborative We play well with others. We know that changes comes from within, and we rely on ourselves to solve some of our community’s biggest challenges. We know that we can make our individual/family/businesses’ lives better by improving the city as a whole. This requires listening, empathy and working together to build (or maintain/sustain/foster) an inclusive and ever-evolving community. energetic There is an energy flowing through our streets , a buzz surrounding our growth, and a playfulness to our new features and amenities. We are confident and proud. We’re a city to watch, a city on the rise. Catch us if you can. pioneering We are dissatisfied with the status quo. We have a vision for a better future, and we won’t stop until we get there. We are innovators that apply diverse perspectives and resourcefulness to our challenges and make significant contributions to our community and the world.
08
BRAND VALUES WHAT DEFINES OUR CHARACTER?
WE ARE
We are true to our roots and authentically Oklahoman.
We treat each other with kindness and roll out the welcome mat to our guests.
We are honest in addressing both our shortcomings and our strengths.
We are stronger together and work collaboratively to move our city forward.
We come together and lift each other up in times of adversity.
We embrace and nurture the cultural diversity of our unique city.
We are adventurers with an entrepreneurial spirit, daring to do the impossible.
brand elements
SECTION 02
10
PRIMARY
FOUR COLOR BLUE PRIMARY
Primary logos Our primary logo is the initial introduction to the brand. As with all of our branding, the primary logo is not just a design but a flagship representing our maverick way of doing all things with the purpose and intent stated in our brand values. It’s a welcome beacon signifying OKC is open to all people as the Modern Frontier. You will find it on most publication covers, ads, video content, sponsorships and other top-tier media. If you have any questions to whether you are using any of our branding correctly or not, don’t hesitate to ask anyone on the Visit Oklahoma City Marketing Team for direction.
FOUR COLOR WHITE PRIMARY
ONE COLOR WHITE PRIMARY
PRIMARY NO TAGLINE
FOUR COLOR BLUE PRIMARY NO TAGLINE
FOUR COLOR WHITE PRIMARY NO TAGLINE
ONE COLOR WHITE PRIMARY NO TAGLINE
11 Secondary Logos Our secondary logos are used either alongside the primary logo as in a publication, or where logo space is limited. This option may be the best option in some circumstances, but generally, these are to be used to support the primary logo. Our OKC Insider and OKC Sports logos are industry-specific logos that represent their respective departments to their partners, prospective clients and vendors.
ALTERNATE
FOUR COLOR BLUE ALTERNATE
FOUR COLOR WHITE ALTERNATE
ONE COLOR WHITE ALTERNATE
STACK
FOUR COLOR BLUE STACK
FOUR COLOR WHITE STACK
ONE COLOR WHITE STACK
12
OKC SPORTS
FOUR COLOR BLUE OKC SPORTS
FOUR COLOR WHITE OKC SPORTS
ONE COLOR WHITE OKC SPORTS
OKC INSIDER
FOUR COLOR BLUE OKC INSIDER
FOUR COLOR WHITE OKC INSIDER
ONE COLOR WHITE OKC INSIDER
13
SEEOKC HASHTAG
ONE COLOR BLUE HASHTAG
ONE COLOR WHITE HASHTAG
VISITOKC.COM
FOUR COLOR BLUE URL
FOUR COLOR WHITE URL
ONE COLOR WHITE URL
EXCEPTIONS
There are a few times when the word “Visit” is
omitted, or both “Visit” and the Modern Frontier tagline are dropped from the logo. These are very rare occasions and only allowed with special approval by the Visit Oklahoma City Marketing team.
FOUR COLOR WHITE EXCEPTIONS
FOUR COLOR BLUE EXCEPTIONS
ONE COLOR WHITE EXCEPTIONS
14
PLaak Extra condensed Plaak is used sparingly for maxium impact in headlines and section headers. Use more as a graphic element than a copy type. MOTIVA SANS BLACK We use Motiva Sans Black to illustrate a point, create a tagline or make a statement. Also can be used as a substitute for Plaak. MOTIVA SANS BOLD You will find Motiva Sans Bold in many of our subheaders. Motiva Sans Regular Motiva Sans Regular is our typical body copy font. WEB ONLY DHARMA GOTHIC M On our website Plaak is replaced with Dharma Gothic M. Vista Slab Regular Some of elements of our website use Vista Slab Regular for captioning and simple messaging.
Typography These are the preferred typefaces and font weights to be used with our branding and some suggested usages for each. For slideshows, documents and spreadsheets, we do allow for substituting Motiva Sans with Gill Sans and its corresponding typeface weights.
15
PANTONE®
Primary colors These are the official color values that you will find in our full color logos. Whenever possible, use the PANTONE® color matching system to ensure proper and accurate color reproduction. When it is not possible to use PANTONE® colors, these CMYK conversions will match closely for most printing needs. For digital applications, our RGB conversions are designed to accurately represent our family of colors. Use these color values for any messaging that appears on a screen, such as social media, web media, display ads and other digital graphics.
PANTONE® 551
PANTONE® 549
PANTONE® 432
CMYK
C = 20 M = 90 Y = 21 K = 0
C = 63 M = 84 Y = 10 K = 0
C = 70 M = 15 Y = 0 K = 0
RGB
R = 164 G = 197 B = 211
R = 106 G = 162 B = 184
R = 51 G = 62 B = 72
16
C M Y K
Campaign colors These are our Modern Frontier campaign colors. They are used in tandem with another campaign color to help add vibrancy and texture to our brand. Rarely will only one or more than two of these secondary colors be used together. Not all combinations of colors work. Below are the approved color combinations for our brand. APPROVED COLOR COMBINATIONS COLOR 1 COLOR 2
C = 0 M = 20 Y = 100 K = 0
C = 20 M = 90 Y = 21 K = 0
C = 63 M = 84 Y = 10 K = 0
C = 70 M = 15 Y = 0 K = 0
C = 80 M = 11 Y = 56 K = 0
C = 5 M = 78 Y = 100 K = 0
R = 220 G = 90 B = 21
R = 122 G = 74 B = 146
R = 0 G = 173 B = 238
R = 0 G = 164 B = 139
R = 255 G = 202 B = 5
R = 229 G = 94 B = 32
R B G
17
Approved gradients consist of only of select brand color combinations. Each gradient is a two-stop gradient with a smooth blend between two secondary brand colors. Typically, gradients will be on a + or - 45° or 135° angle. Below are the approved gradients represented in CMYK, but can be used with corresponding RGB values. gradients
C =
20
=
20
C
M =
90
=
90
M
Y =
21
Y
=
21
K =
0
=
0
K
C =
70
C
=
0
M =
15
=
20
M
Y
=
0
Y
= 100
K =
0
K
=
0
C =
80
C
=
80
M =
11
M
=
11
Y =
56
Y
=
56
K =
0
=
0
K
C
=
70
C =
0
M
=
15
M =
20
=
0
Y
Y =
100
K
=
0
K =
0
C =
63
C
=
20
M =
84
=
90
M
Y =
10
Y
=
21
K =
0
=
0
K
C =
C
70
=
63
M =
15
M
=
84
=
0
=
10
Y
Y
K =
0
K
=
0
C =
63
C
=
20
M =
84
=
90
M
Y =
10
Y
=
21
K =
0
=
0
K
C
=
5
C =
80
M
=
78
M =
11
= 100
Y
Y =
56
K
=
0
K =
0
18
web colors
DARK COLORS: Text/links on white or as a color background with white text HEXIDECIMAL
LIGHT COLORS: Text/links on dark background
ACCENT COLORS: Graphic accents only
19
ACCESSIBILITY COLOR USAGE The following color uses meet WCAG 2.1 contrast requirements.
Text/links on dark #363F47 background
Text/links on white #FFFFFF background
#80C6B8 #FFFFFF
GET DETAILS GET DETAILS
#008571
GET DETAILS GET DETAILS
#B7477B
White text on color background
VISIT OKLAHOMA CITY LEARN MORE
VISIT OKLAHOMA CITY LEARN MORE
#B7477B
#007FAD
VISIT OKLAHOMA CITY LEARN MORE
VISIT OKLAHOMA CITY LEARN MORE
#008571
#BF5828
VISIT OKLAHOMA CITY LEARN MORE
VISIT OKLAHOMA CITY LEARN MORE
#363F47
#50626F
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