Florida Future Is Here Brand Book

BRAND GUIDELINES VERSION 3.0

FLORIDA’S BUSINESS BRAND CAMPAIGN SIMPLICITY IS THE ULTIMATE FORM OF SOPHISTICATION. Leonardo da Vinci 2 | BRAND GUIDELINES

THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR BUSINESS BRAND. IT WILL LET YOU GET TO KNOW US BETTER... Contents What is a business brand identity? A business brand identity represents the 04 LOGO values, services, ideas and personality of Florida’s business brand. It is designed to Rationale | Construction increase recognition and build perceptions Exclusion Zone | Minimum Size of the state in the business marketplace. Application | Family/Variations This brand needs to be graphically represented and usually includes elements such as logos and supporting graphics, color palette, 08 COLOR typography and photography choices and can, within its guidelines, use examples to Primary/Accent Palette | Application visualize how a brand should be depicted across various different visual media. 09 TYPOGRAPHY Why use these guidelines? Print | Custom Font | Style Enterprise Florida manages how Florida’s business brand is represented across all visual media in various different situations. 10 STYLE GUIDE The identity system in this document has been created to fulfill this purpose, and the Pictures | Words | Ideas guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity of our state. 17 CHECKLIST BRAND GUIDELINES | 3

FLORIDA’S BUSINESS BRAND CAMPAIGN OUR LOGO IS VERY PRECIOUS TO US. WE TOOK OUR TIME DEVELOPING OUR BUSINESS BRAND, SO PLEASE BE NICE TO IT. Rationale THE LOGO, it’s from the future. Our logo was developed to be modern and future-proof, updating our public persona and realizing the design with new techniques. It is a distinctive mark and brand that seeks to present Florida as a forward-thinking business location. 01 Color treatment The white or black versions of the logo should always be used in ads. There is one preferred full-color option for stacked and landscape variations shown here. These logos should only be used for special circumstances like promotional items. 02 Text form When writing the tagline in copy, it should be treated like this: Florida – The Future is Here. Only use a period if it 01 is at the end of a sentence. This is the landscape version of the logo and is the preferred version for all printed collateral, including all printed publications, advertising, billboards, posters, flyers and product packaging. 02 This is the stacked version of the logo and is the preferred version when space is not at a premium in a layout, such as website graphics and banners. 4 | BRAND GUIDELINES

EXCLUSION ZONE, a little elbow room to help us stand out. With all logos, a clear space around the mark is needed on all sides to ensure that the logo’s integrity is protected. On all sides, the exclusion zone should be measured from the farthest edge of the logo. At a minimum the size of the O in FLORIDA is used to measure the clearance distance from the logo to the nearest element. No element may encroach on this space. MINIMUM SIZE, Yes, a designer just said... make the logo bigger. 3.5mm min. Landscape logos must not be reproduced at a size smaller than 3.5mm in height. Stacked logos must not be reproduced at a size smaller 7mm min. than 7mm in height. BRAND GUIDELINES | 5

FLORIDA’S BUSINESS BRAND CAMPAIGN WE WANT TO LOOK GOOD ALL THE TIME, SO TAKE TIME TO CONSIDER HOW TO APPLY OUR LOGO. We don’t want to come 01 across all doom and gloom, but there is a right way and a wrong way to present our logo. 01 Space around the logo Always leave the logo some 02 space to breathe. Try to use white or neutral backgrounds. 02 If you have to... If it’s unavoidable to sit the logo on a color or a photo, use the negative logo. Not these, please 03 Not right 03 Do not rotate the logo. 04 Not good Do not use the negative logo on backgrounds that are too light or cluttered. 04 05 No, thanks Do not add embellishments like drop shadows, embossings, etc., to the logo. 05 6 | BRAND GUIDELINES

SAY HELLO TO EVERYONE IN THE FAMILY. IF YOU CAN’T FIND IT HERE, WE DON’T WANT YOU TO USE IT. The logo exists in both a Landscape Version Stacked Version stacked and a landscape version. While the landscape option is the preferred logo, use of either the stacked or landscape logos should be determined according to their suitability for the layout. There is one full-color option of our logo for each of the stacked and landscape logos. There are also options available for both black and white backgrounds. The black or white versions of the logo are preferred for most applications, including ads. Use the color logo only where it appears without accompanying images or on promotional items where use of color is practical. Logo Colors. The full color pantone 7706 C logo uses two PMS colors: cmyk 100 : 50 : 28 : 0 rgb 0 : 105 : 153 hex # 00698F pantone 313 C cmyk 100 : 0 : 11 : 2 rgb 0 : 146 : 188 hex # 0092BC BRAND GUIDELINES | 7

FLORIDA’S BUSINESS BRAND CAMPAIGN OUR COLORS DEFINE OUR BUSINESS BRAND. WE’RE CONFIDENT, INSPIRING AND SIMPLE. ® The business brand color palette includes colors Color matching standard Pantone which are found within the foundation ads and references are included to ensure accuracy should be used when creating marketing collateral. when reproducing the palette. The secondary colors are to be used sparingly Also included are the references for CMYK, RGB and in documents where an accent is required. HEX values for consistency across different media. Yellow C is intended primarily for use in ad Where possible, the logo should be reproduced subheads as shown in the sample ads. in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is used digitally. Color Palette // Primary Color Palette // Accent pantone 7706 C pantone 130 C cmyk 100 : 50 : 28 : 0 cmyk 2 : 38 : 100 : 0 rgb 0 : 105 : 153 rgb 246 : 168 : 0 hex # 00698F hex # F6A800 pantone 7651 C pantone 186 C cmyk 57 : 94 : 36 : 23 cmyk 12 : 100 : 91 : 3 rgb 109 : 42 : 92 rgb 207 : 16 : 45 hex # 6D2A5C hex # CF102D pantone 429 C cmyk 38 : 27 : 27 : 0 rgb 163 : 170 : 174 Accent color primarily for ad subheads hex # A3AAAE pantone YELLOW C cmyk 0 : 0 : 100 : 0 pantone 432 C rgb 255 : 242 : 0 cmyk 79 : 64 : 52 : 43 hex # FFF100 rgb 50 : 62 : 72 hex # 323E48 8 | BRAND GUIDELINES

TYPOGRAPHY IS THE BACKBONE OF DESIGN. GETTING IT RIGHT IS PARAMOUNT. Typefaces. Print. Typefaces. Custom Font. Typography. Style. Our campaign typefaces are a We have created a unique and Text for correspondence and custom font, Century Gothic ownable font artwork in Adobe publications should preferably be and Univers. These full font Illustrator for our headlines. set in upper- and lowercase, and families come in a range of Headlines should be built in flush left with ragged right. All caps weights to suit a multitude of Illustrator and placed into InDesign should never be used for body text, purposes. It was optimized for as artwork. It is important to but is acceptable for headings. print, web and mobile interfaces, always build headlines using and has excellent legibility this signature font artwork. characteristics in its letterforms. (Download here) Headline Fonts Subhead Fonts – Century Gothic BOLD Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 // Bold Body Copy Fonts – Univers Condensed Family Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BRAND GUIDELINES | 9

FLORIDA’S BUSINESS BRAND CAMPAIGN A PICTURE IS WORTH A THOUSAND WORDS, SO CHOOSE CAREFULLY. Photographic Content Photographic Style As an overall theme for the photographic As another way to make the photography style of our brand, we suggest that ownable, we add a layer-blended photography be ownable to Florida, translucent color to make the images pop. innovative, aspirational and have an interesting or unexpected point of view. All photography used must be of high quality. Images need to be clean, crisp, in focus and contain subject matter relevant to our organization. Artistic composition also needs to be considered to avoid “snapshot” or “stock” style imagery. Before style application After style application 10 | BRAND GUIDELINES

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FLORIDA’S BUSINESS BRAND CAMPAIGN SPEAKING OF WORDS... WE HAVE SOME THOUGHTS ON THOSE TOO. Our business brand tone is progressive, independent, Words selected to accompany BOUNDLESS in fearless and original, and we need to sound like headlines can be aspirational or tangible, as long as it. When crafting copy for this brand campaign, be they support the objective of the communication and sure to use a confident and aspirational tone. reflect Florida’s business-friendly spirit and attributes. BOUNDLESS + Innovation Opportunities Potential Passion Freedom Space Markets Creativity Possibilities Inspiration Vision Optimism 12 | BRAND GUIDELINES

MIND YOUR P’S & Q’S. Where we hang our hat For site location consultants and business decision makers — both C-level executives and their advisers — in search of the right place to create competitive advantage, Florida is the business-friendly state that provides the best and most diverse blend of talent, resources and inspiration for a bright future. Know who you are talking to Site location consultants, business decision makers and their advisers, who are motivated to build business in ways that… …reflect favorably on leadership …positively impact employees …provide a quality of life that is good for all We’ve got proof Florida has all the elements that businesses across a wide range of industries need to succeed: • Young, educated, motivated workforce • Multi-modal infrastructure • Fast, safe technological connectivity • Global access • Low taxes • Minimal regulation • Variety of environments (rural, urban, suburban, coastal) • Diverse culture BRAND GUIDELINES | 13

FLORIDA’S BUSINESS BRAND CAMPAIGN THAT’S JUST FOR STARTERS... HERE ARE A FEW LAYOUT IDEAS TO GET YOUR CREATIVE MOJO ON. Using the EFI Logo in the campaign: • The complete EFI logo should be included on all campaign advertising with the exception of extremely small banner ads that cannot accomomodate the additional logo. The EFI logo consists of the upward facing 'F' icon together with the stylized words 'Enterprise Florida'. • COLOR: For print ads, the preferred version of the EFI logo is the color icon with the words 'Enterprise Florida' in reverse. If the color icon cannot be distinguished from the background, then the reversed logo can be used. For digital ads, the preferred EFI logo is the reversed version. See examples on next page. • PLACEMENT: In print, on both spreads and single-page ads, the EFI logo should be right justified and underneath the "Florida - The Future Is Here" logo. A note on headings: • The Boundless headline and Florida – The Future is Here logo should always be the same width and white (100% opacity) Print 14 | BRAND GUIDELINES

Banner Ads BRAND GUIDELINES | 15

FLORIDA’S BUSINESS BRAND CAMPAIGN HOW TO INCLUDE PARTNER LOGOS IN ADS WITH 15 DEEPWATER PORTS, INCLUDING A SUPER POST-PANAMAX PORT, FLORIDA WILL OPEN UP A WHOLE NEW WORLD FOR YOUR BUSINESS. Discover what a future in Florida means for your business. Call 877-YES-FLORIDA. WITH 15 DEEPWATER PORTS, INCLUDING A SUPER POST-PANAMAX PORT, FLORIDA WILL OPEN UP A WHOLE NEW WORLD FOR YOUR BUSINESS. Discover what a future in Florida means for your business. Call 877-YES-FLORIDA. Logos should be reversed out of the background image, and the EFI logo should always be first in line. 16 | BRAND GUIDELINES

BEST TO HAVE A CHECKLIST. THEN YOU KNOW THAT YOU HAVE DONE EVERYTHING RIGHT. The Checklist... 01 The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements. 02 Backgrounds The logo should not appear on dark images without being reversed out. 03 Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower our company logo. 04 Typography Check that our corporate typefaces have been used appropriately where applicable. 05 Design Be sure to provide these guidelines to third parties or collaborating partners. When in doubt...reach out Enterprise Florida Orlando (Headquarters) 800 North Magnolia Avenue, Suite 1100 Orlando, Florida 32803 T 407-956-5600 F 407-956-5599 BRAND GUIDELINES | 17