Florida Tourism Branding Manual

8/10/2019 Florida Tourism Branding Manual

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Inspiration and Rationale

The title Sunshine USA comes from Floridasreputation as The Sunshine State. Using this name

for the identity instead of Florida sets the stateapart from others and ties together the entireidentity. This term also allows Florida to appear

more like a vacation destination than a state.

For the new branding, retro advertisements andimagery were the main inspiration. These adsportray Florida as the bright, fun-lled, family

friendly vacation destination that it is. Floridais synonymous with sunshine and warmth,and this vivacious color palette represents

that perfectly. In taking elements from thesedesigns, we can evoke a feeling of nostalgia inour audience which will attract visitors of everyage range and demographic.


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Dos and Donts

Do... Dont...use the approved sunglasses icon as a secondaryidentity element

use the different approved versions of the logo

use the approved logo with perspective

resize the logo as needed

take advantage of the variety of logos

use any other sunglass icon or warp the icon

make your own version of the logo

skew or warp the logo yourself

distort the proportions of the logo while resizing

change the colors of the approved logos


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Business Card and Envelope

Florida Tourism Department

123 Sunshine Road

Tampa, FL 33601

(123) 456-7890

Brooke Schaub

Senior Designer

Tourism Department

(123) 456-7890

Allow 2 inches between edge and text

Align last baseline withbottom of sunglasses


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Full Page Print Ad

Our print advertisements should be gearedtowards a wide range of people, emphasizingFlorida as a destination with something foreveryone. Photos should include bright colors,happy models of all ages and demographics,and portray the state as a memorable vacationdestination. Only typefaces from the approvedlist should be used, with the secondary

typefaces used for emphasis and to create amore personal feel.

This ad is successful because it portrays thefamily oriented side of Florida. The models areengaging and charismatic, and overall the photohas a sunny, happy disposition.

The tagline Give them a vacation they will neverforget reinforces the brands goal of nostalgiaand happiness. All copy should be focused oncreating a personal connection with the viewer.


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Website


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Florida Tourism Branding Manual

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