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