Missouri Division of Tourism Brand and Guidelines

Updated December 2014

TABLE OF CONTENTS

Identity
1
2
3
4
6
7

Introduction
Logo
Typography
Colors (Print)
Lockup
Examples of Misuse

Stationery
8
9

Businesscard
Letterhead

Advertisements
10
12

Print
Web Banners & Colors

Web Applications
13
14

Desktop
Mobile devices

Physical Applications
15

< Sketches of
logo development.

Bus

IDENTITY

In 2015, The Missouri Division of Tourism

will introduce its much anticipated
marketing campaign in an effort to bring
global and domestic attention to the states
tourism assets.
The goal is for the campaign to accelerate
recent growth in visits to Missouri that are
being generated by the states reputation
for outstanding music, whether jazz, blues,
country, or rock . Music is a focus of the
campaign, along with themes like history,
the states natural beauty and Missouri as a
destination for family vacations.
The following manual will provide all
guidelines, rules, and examples on how to
portray Missouri in its intended way.
Integrity and consistency is our goal in
simplest terms and this manual will make
that easily achievable.

INTRODUCTION

IDENTITY

The new Missouri Division of Tourism Logo

colors is inspired by the states multicultural
roots and its role in the history of blues
music. The typography was chosen to
reflect the bold shapes and diagonals that
are associated with jazz.
Located in St. Louis, The Gateway Arch is
an internationally recognized symbol and is
featured in the logo.

The horizontal wordmark can be used as an

alternative, when the Arch logo does not fit
the design.

LOGO

IDENTITY

TYPOGRAPHY

Headings & Body Copy

Neutra Text Book
Neutra Text Book Italics
Neutra Text Demi
Neutra Text Bold
Neutra Text Bold Italics
Tagline

Al l e y C a t

IDENTITY

COLORS (PRINT)

C 1 M 11 Y 96 K 0

C 66 M 33 Y 0 K 0

C 100 M 94 Y 4 K 2

C 86 M 54 Y 19 K 2

C 5 M 11 Y 96 K 0
Used in other materials:
C 10 M 9 Y 26 K 0

Note: Web colors are listed on Page 12.

IDENTITY

The all white logo is used when the logo is

placed on a dark background. The official
colors of Missouri can conflict with dark
and/or complex backgrounds, there an all
white version solves this problem.
The all black logo is used when the logo is
placed on backgrounds which have colors
that do not complement the official colors,
or is too light for a white version.

This alternative to the Horizontal logo may

be used when placed background colors
that do not complement the original logo.

COLORS (CONTINUED)

IDENTITY

Do not place the logos on a busy

background. Do not let any strong graphic
elements interrupt the allowed space.
Note: More examples of misuse on Page 7.

LOCKUP

IDENTITY

EXAMPLES OF MISUSE

Do not alter the logo in any way. Do not

animate, color, rotate, skew, or apply
effects to the logo. Do not separate the
elements. Never attempt to create the
logo yourself, change the font, or alter the
size or proportions.

1.

Arch logo:
1. Do not move Missouri.
2. Do not remove Missouri.
3. Do not rotate or skew.
4. Do not alter the transparency.
5. Do not recolor.
6. Do not change the color pattern.
Horizontal logo:
7. Do not rotate or skew.
8. Do not alter the transparency.
9. Do not recolor.
10. Do not change the color pattern.

2.

3.

7.

8.

4.
9.

5.

6.

10.

STATIONERY

BUSINESS CARD

Front
Back

STATIONERY

LETTERHEAD

Allow two
line spaces

ADVERTISEMENTS

PRINT (ONE PAGE)

10

Tagline
Let the Good Times Roll

Caption
The music: the foot-tapping, head-bobbing,
soul-saving kind. Blues, country, rock, and
everything in between.
From world-renowned concert halls to
street corners, the Live Music Show
Capital of the world celebrates the
performing arts at every turn.
Start planning at www.VisitMO.com
Note: Alternate Horizontal wordmark is used here.

e
h
t
t
Le
good
times
roll
The music: the foot-tapping, head-bobbing,
soul-saving kind. Blues, country, rock, and
everything in between.

Start planning at www.VisitMO.com

From world-renowned concert halls to

street corners, the Live Music Show Capital
of the world celebrates the performing arts
at every turn.

ADVERTISEMENTS

PRINT (TWO PAGE SPREAD)

e
h
t
Let
s
e
m
i
t
d
o
go
roll

Start planning at www.VisitMO.com

The music: the foot-tapping, head-bobbing,

soul-saving kind. Blues, country, rock, and
everything in between.
From world-renowned concert halls to
street corners, the Live Music Show Capital
of the world celebrates the performing arts
at every turn.

11

ADVERTISEMENTS

Web Colors
R 237 G 75 B 79
#ED4B4F

WEB BANNERS & COLORS

Tagline

12

Skyscraper

Let the Good Times Roll

Caption
Start planning at www.VisitMO.com

R 86 G 147 B 206

www.VisitMO.com

he
Let t
good
times
roll

#5693CE

R 40 G 56 B 142
#28388E

R 43 G 109 B 156
#2B6D9C

R 246 G 215 B 30
#F6D71E
Leaderboard Note: Alternate Horizontal wordmark is used here.

Start planning at www.VisitMO.com

he
Let t
es
m
i
t
gooD roll

WEB APPLICATIONS

DESKTOP

d i sc ove r
Search

SHOW ME

C on n e c t
Email Address

SIGN UP

13

WEB APPLICATIONS

MOBILE DEVICES

14

d i sc ove r
Search

SHOW ME

C on n e c t

Web Icon

SIGN UP

Email Address

d i sc ove r
Search

C on n e c t
Email Address

App

Tablet

Phone

PHYSICAL APPLICATIONS

BUS

15