Global DMC Partners PARTNER BRANDING GUIDE Issued January 2014

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1 Global DMC Partners PARTNER BRANDING GUIDE Issued January 2014

2 TABLE OF CONTENTS Table of Contents INTRODUCTION 1 Building a Consistent Brand Image 1.1 LOGO & TAGLINE USAGE 2 Logo Clearspace Requirements 2.1 Logo Sizing 2.2 Incorrect Logo Usage 2.3 Color Usage Requirements 2.4 Acceptable Use of Backgrounds 2.5 The Global DMC Partners Tagline 2.6 Use of the Global DMC Partners Tagline 2.7 APPLICATIONS 3 Business Cards 3.1 Stationery 3.2 Proposals 3.4 Signatures 4.1 Website 4.2 Newsletters / Advertising 4.3 Powerpoint Presentations 4.4 Eved Online 4.5 Social Media 4.6 WRITTEN APPLICATIONS 5 Name Usage in Text 5.1 QUESTIONS / APPROVAL 6 2

3 INTRODUCTION 1.1 Building a Consistent Brand Image Purpose and Intended Use of This Guide This Partner Branding Guide has been created to help strengthen the Global DMC Partners brand, protect the Global DMC Partners logo and the DMCs individual logo and brand, and nurture the co-branded partnership between your company and Global DMC Partners. It is a structural set of guidelines intended for all partners to express the partnership in printed, electronic and written applications. In order to maintain a strong brand in the minds of clients, a clear and consistent brand image must be maintained. This guide should be given to and used by your designers, IT support and anyone else within the company charged with maintaining your printed and electronic messages. These guidelines must be implemented and utilized by all individuals within your company. Building a Strong Partnership Brand Establishing a consistent brand image is a fundamental step in the creation and definition of Global DMC Partners corporate identity. A company s corporate identity defines a company internally and externally, and serves as a measure of a firm s credibility. It is essential for a company to maintain a consistent brand image at all contact points to assure a uniform transmission of its brand by all members. Each Global DMC Partners partner has the freedom of customizing its digital and printed designs to be representative of its destination. This Guide is designed to aid Partners in the application of the Global DMC Partners logo and Partner Tagline in its communication materials and gives basic application guidelines that aim to standardize Global DMC Partners global brand. Issues such as space, size, color, and backgrounds are addressed in this document. By adhering to the guidelines defined in this document, Partners will ensure the protection of a global brand that is coherent and constant at all communication points. 3

4 LOGO USAGE This section outlines all branding guidelines around the use and abuse of the Global DMC Partners logo. Please adhere to these guidelines as you create new materials. SECTION 2.0

5 LOGO USAGE 2.1 Logo Clearspace Requirements For the logo to maintain its intended design and impact, the area surrounding the logo and customized signature must remain clean and free of extraneous graphical elements. This includes graphics, photography, typography and any other visual elements in both print and digital formats. The minimum clear space is equal to the height of DMC Partners in the logo. (refer to logo shown below). The space is designed to ensure a clear, readable, and legible logotype. The minimum space requirement is relative to the size of the logotype being reproduced, but regardless of the size of the reproduction, the minimum space shown must be maintained on all four sides of the logotype. Correct Use of Clearspace Incorrect Use of Clearspace 5

6 LOGO USAGE 2.2 Logo Sizing The logo can be represented and applied in different sizes, as seen in the illustration below. The minimum acceptable size of the logo should maintain a width of mm (or.7 inches) and should never be reproduced smaller. The logo maintains an aspect ratio (height to width) 1 :.425. This proportion must never be altered in any reproduction of the logo. In general, the only instance where the logo should be reproduced in its smallest size of 12 mm width, is on a business card application. See section 3.1 for further instructions on the business card. The 20 mm size logo is the minimum size allowed on all other materials, however, it is recommended and strongly preferred that the logo appear in a larger size format whenever possible. Width 50.8 millimeters 5.08 centimeters 2 inches 144 pixels Width 25.4 millimeters 2.54 centimeters 1 inch 72 pixels Width millimeters centimeters.7 inches 50 pixels (Note: this size should only be used on business cards) 6

7 LOGO USAGE 2.3 Incorrect Logo Usage The logos below have been altered to illustrate the incorrect uses and unauthorized applications of the logo. Any distortion to the logo design or proportions will give the logo a different appearance, and will invalidate its purpose and message. Never put logo inside a box or shape Never condense or alter proportions Never add shade or drop shadow Never redraw or change the logo Never outline the logo Never change the logo fonts Never change the logo colors Global DMC Partners 7

8 LOGO USAGE 2.4 Color Usage Requirements Colors help define a logo, and have a direct influence on its impact and message. The Global DMC Partners brand is associated with its colors, and the use of color in all applications must be consistent with Global DMC Partners standards. The logo should always appear in color applications in one of the three formats represented below. Whenever possible, the logo should be used in its full color version. When printing in full color, the Global DMC Partners Partner logo must be used in its full color version. If printing in full color is not an option, then the logo must be used in either the black or white format. The logo may not be used in any other color or format. Outlined below are the Pantone Matching System, the CMYK and RGB color palettes for the Global DMC Partners brand. The color palettes should be followed when applying the Global DMC Partners logo on printed and digital elements. Acceptable Logo Colors Pantone CMYK RGB Full Color Logo PMS PRIMARY LOGO SECONDARY LOGOS Black Logo White Logo PMS

9 LOGO USAGE 2.5 Acceptable Use of Backgrounds It is recommended that the full color logo be used on a white background whenever possible. The full color logo may be placed on a compatible light color background when necessary, as long as the logo is clear and readable. For a black or dark colored background, use the white logo as illustrated below. In the case when using full color is not an option, a black logo can be employed. Do not apply the logo to a background that breaks, splits two or more colors or is cut-off behind the logo. Keep the color behind the logo as solid and neutral as possible. FULL COLOR LOGO WHITE LOGO White Background Grey Background Light Background Black Background BLACK LOGO White Background Grey Background Light Background Dark Color Background 9

10 LOGO USAGE 2.6 The Global DMC Partners Tagline We have created, for the exclusive use of DMC Partners, an official Global DMC Partners Tagline to be used underneath your existing company logo. The goal and required use of the Global DMC Partners Tagline is to use it whenever your logo is used, throughout all materials and applications. In order for the tagline to maintain its integrity, it is important that its use and reproduction be consistent with these approved guidelines. The tagline is a visual extension and representation of the Global DMC Partners brand, and a projection of the association s corporate image for its partners. The following section outlines the framework and proper usage of the partnership tagline. The tagline will be provided to you in various formats for your exclusive use on all materials. The tagline should not be redrawn or recreated, and only approved versions of the tagline can be used. The Global DMC Partners Tagline serves as an identifiable mark that your company is A Global DMC Partner. 10

11 LOGO USAGE 2.7 Use of the Global DMC Partners Tagline It is required to use the Global DMC Partners Tagline, whenever your logo is used, throughout all materials and applications. The tagline, and the thin rule above it, should be centered under your logo. The space between the bottom of your logo and the thin rule is equal to the height of the space between thin rule and the tagline. Proportionately, the tagline should be sized to be appoximately 3/4 the width of your name in your logo. The minimum font size for the tagline should be 7 points. The tagline is set in Helvetica Light, all caps, with 60 points of letterspacing. It is to be used in 100% black at all times. The tagline will be provided to you in various formats for your exclusive use on all materials. Correct Use Incorrect Use A Global Events Partner The tagline font is Trade Gothic Light, set in all caps, with 25 points of letterspacing. The tagline and thin rule should be centered under your logo at all times. 11

12 APPLICATIONS This section outlines all branding guidelines around the use and abuse of the Global DMC Partners logo and Tagline on all printed collateral. Please adhere to these guidelines as you create new materials. SECTION 3.0

13 APPLICATIONS 3.1 Business Cards The Global DMC Partners Tagline must be placed on all partner business cards in addition to the Global DMC Partners logo. The illustration below shows the general guidelines for logo and tagline placement on business cards. The Global DMC Partners Tagline must be placed on the front of business cards, with your logo. It is preferred that the Global DMC Partners logo be utilized as well, either on the front or the back of the card, as large as possible. The logo should be used alone; no other text with or next to the logo is permitted. Correct Use Front & Back Please refer to the color usage requirements in section 2.4 for guidelines regarding logo printing instructions. You may not print the logo in any other color than those shown on that page. Global DMC Partners preference is for the logo to remain separate from other membership organizations logos. However, if due to space limitations, this is not possible, the logo may be in-line with or larger than other logos such as ADMEI, MPI, and PCMA on all materials. Correct Use Front Only William Brown Vice President of Sales William Brown Vice President of Sales 1234 Anystreet Boulevard Dallas, TX tel: fax: Anystreet Boulevard Dallas, TX tel: fax: William Brown Vice President of Sales 1234 Anystreet Boulevard Dallas, TX tel: fax:

14 APPLICATIONS 3.2 Stationery The The Global DMC Partners logo and tagline must be placed on all electronic partner letterhead, fax cover sheets and other stationery formats that are customer facing. If you d like to place the branding on stationery, below is an illustration showing the general guidelines for tagline and logo placement on letterhead. The logo should be used alone; no other text with or next to the logo is permitted. Please refer to the color usage requirements in section 2.4 for guidelines regarding logo printing instructions. You may not print the logo in any other color than those shown on that page. Global DMC Partners preference is for the logo to remain separate from other membership organizations logos. However, if due to space limitations, this is not possible, the logo may be in-line with or larger than other logos such as ADMEI, MPI, and PCMA on all materials. Correct Use Incorrect Use 1234 Anystreet Boulevard Dallas, TX tel: fax: Anystreet Boulevard Dallas, TX tel: fax: Anystreet Boulevard Dallas, TX tel: fax:

15 APPLICATIONS 3.4 Proposals The Global DMC Partners logo and Tagline must be placed on the cover sheet of both printed and electronic versions of all partner proposals to customers. The illustration below shows the general guidelines for tagline and logo placement on a proposal. The Global DMC Partners logo and tagline must be placed on the proposal cover in a position that gives the logo clear prominence. The logo should be used alone; no other text with or next to the logo is permitted. Please refer to the color usage requirements in section 2.4 for guidelines regarding logo printing instructions. You may not print the logo in any other color than those shown on that page. Global DMC Partners preference is for the logo to remain separate from other membership organizations logos. However, if due to space limitations, this is not possible, the logo may be in-line with or larger than other logos such as ADMEI, MPI, and PCMA on all materials. Correct Use Incorrect Use Proposal for: Proposal for: CLIENT NAME June 10, 2010 CLIENT NAME June 10, 2010 Presented by: Presented by: 15

16 APPLICATIONS 4.1 Signatures The Global DMC Partners Tagline must be placed on all partner signatures. The illustrations show the general guidelines for tagline and logo placement on your signatures. It is recommended that the Global DMC Partners logo is also placed either below your own company information or next to your company logo. If your company does not use logos in your signature, it is not required that you use the Global DMC Partners logo. In this case, please write out the partnership in text form next to your company name, as seen to the right. If you use short reply signatures, the partnership must be written out in text form, at the minimum, as mentioned above. It is recommended that the Global DMC Partners logo be used in full color on all digital applications. Please refer to the color usage requirements in section 2.4 for guidelines regarding logo usage instructions. You may not use the logo in any other color than those shown on that page. Global DMC Partners preference is for the logo to remain separate from other membership organizations logos. However, if due to space limitations, this is not possible, the logo may be in-line with or larger than other logos such as ADMEI, MPI, and PCMA on all materials. Correct Use William Brown Vice President of Sales 1234 Anystreet Boulevard Dallas, TX tel: fax: William Brown Vice President of Sales DMC Company, A Global DMC Partner 1234 Anystreet Boulevard Dallas, TX tel: fax: wbrown@dmcpartner.com William Brown Vice President of Sales 1234 Anystreet Boulevard Dallas, TX tel: fax: wbrown@dmcpartner.com 16

17 APPLICATIONS 4.2 Website The Global DMC Partners logo and tagline must be placed on all partner websites. The illustrations below show the general guidelines for logo placement on a website. The Global DMC Partners logo must be placed on the home page, at a minimum, with placement on every page preferred. Our suggested location is at the bottom, center of the page or in a position of clear prominence. The logo must be used at the size of 30 mm or larger on all websites. In addition, the following text should accompany the Global DMC Partners logo: For destination management services worldwide, please visit our other DMC Partners at. Please make the web address link to the Global DMC Partners website by opening up a new window. It is recommended that the Global DMC Partners Partner logo be used in full color on all digital applications. Please refer to the color usage requirements in section 2.4 for guidelines regarding logo usage instructions. You may not use the logo in any other color than those shown on that page. Global DMC Partners preference is for the logo to remain separate from other membership organizations logos. However, if due to space limitations, this is not possible, the logo may be in-line with or larger than other logos such as ADMEI, MPI, and PCMA on all materials. Correct Use BUTTON BUTTON BUTTON BUTTON BUTTON BUTTON BUTTON BUTTON BUTTON BUTTON Sub-nav 1 Subnav 2 Navigation 3 Sub-nav 4 Subnav 5 Sub-nav 1 Subnav 2 Navigation 3 Sub-nav 4 Subnav 5 Proud Members of: For destination management services worldwide, please visit our other DMC Partners at. For destination management services worldwide, please visit our other DMC Partners at. 17

18 APPLICATIONS 4.3 Newsletters / Advertising The Global DMC Partners logo and tagline must be placed on all partner newsletters or campaign advertisements. The illustration below shows the general guidelines for tagline and logo placement on an electronic newsletter or advertisement. The Global DMC Partners logo must be placed on the newsletter in a position that gives the logo clear prominence. In addition, the following text could accompany the logo: For destination management services worldwide, please visit our other DMC Partners at. Please make the web address link to the Global DMC Partners website by opening up a new web browser window. It is recommended that the Global DMC Partners logo be used in full color on all digital applications. Please refer to the color usage requirements in section 2.4 for guidelines regarding logo usage instructions. You may not use the logo in any other color than those shown on that page. Global DMC Partners preference is for the logo to remain separate from other membership organizations logos. However, if due to space limitations, this is not possible, the logo may be in-line with or larger than other logos such as ADMEI, MPI, and PCMA on all materials. Correct Use Incorrect Use DMC Partner Headline DMC Partner Headline DMC Partner Headline 18

19 APPLICATIONS 4.4 Powerpoint Presentations The Global DMC Partners logo and tagline should be placed on the cover page of all partner presentations to customers. The illustration below shows the general guidelines for tagline and logo placement on a Powerpoint Presentation. The logo should be used alone; no other text with or next to the logo is permitted. It is recommended that the Global DMC Partners logo be used in full color on all digital applications. Please refer to the color usage requirements in section 2.4 for guidelines regarding logo usage instructions. You may not use the logo in any other color than those shown on that page. Global DMC Partners preference is for the logo to remain separate from other membership organizations logos. However, if due to space limitations, this is not possible, the logo may be in-line with or larger than other logos such as ADMEI, MPI, and PCMA on all materials. Correct Use Incorrect Use Presentation for: Presentation for: CLIENT NAME June 10, 2010 CLIENT NAME June 10,

20 APPLICATIONS 4.5 Eved Online Partner must maintain a Premium Membership Account in Eved Online for the purpose of receiving RFPs from some specific customers. Partner is responsible for paying and renewing their membership on an annual basis, as well as filling out the marketing information fully, including the appropriate Global DMC Partners branding. Partner s listing in Eved must have the A Global DMC Partner tagline after their name, this is how the customers will know you are the Global DMC Partners DMC to source you. In addition, the Global DMC Partners logo must be uploaded in the affiliations section of Eved Online on your profile page. 20

21 APPLICATIONS 4.6 Social Media Global DMC Partners embraces the opportunities provided by social media to market the partnership, our DMCs and their destinations. We are actively engaged in a variety of social media spheres including consumer marketing, corporate communications, media relations, event integration and industry outreach. In an effort to enhance the brand visibility, the Global DMC Partners Tagline must be mentioned on all partners social media pages, including Facebook, Twitter and LinkedIn. In addition, the following text should be included in the About Us section of your company s pages Global DMC Partners is the only truly global network of independent destination management companies and sales advisors serving planners worldwide. We are a group of DMCs who have come together because we share a unique global perspective, a passion for the industry, a deep commitment to your success, and an unparalleled level of creativity, knowledge, and experience. Our promise is to always deliver one-of-a-kind programs and a singular standard of excellence wherever you choose to go in the world. For destination management services worldwide, please visit our other DMC Partners at. Please make the web address link to the Global DMC Partners website by opening up a new window. Follow Global DMC Partners at:

22 WRITTEN APPLICATIONS This section outlines all branding guidelines around the use and abuse of the Global DMC Partners name in all written applications. Please adhere to these guidelines as you create new materials. SECTION 5.0

23 WRITTEN APPLICATIONS 5.1 Name Usage in Text When the Global DMC Partners logo or tagline is not able to be displayed, such as in the case of written text, the full description of the partnership must be written as follows: [DMC Name], A Global DMC Partner Examples of where this must be applied include: Registering for tradeshows, events or online company directory listings (such as ADMEI, MPI, PCMA, etc.) When interviewed or quoted in articles In Press Releases It is encouraged in all areas when you write your company name, to include A Global DMC Partner after the name on proposals, in written text on your website, etc. 23

24 QUESTIONS / APPROVAL Do You Need any Support to Co-brand? If your organization needs any support in the co-branding process please let us know immediately. We d be happy to assist you. Approval If you have a question on any application of the branding guidelines, or want to ensure that you re within the appropriate guidelines before printing anything, please send your question/proof to Stacy Tischler at stacyt@globaldmcpartners.com for approval. We d prefer for you to ask for approval before printing to ensure you are following the appropriate guidelines. Global DMC Partners th Street NW, Suite 300 Washington, D.C Tel: Stacy Tischler Senior Vice President, Operations Tel: stacyt@globaldmcpartners.com