Florida Tourism Brand Guidelines

Rebranding designed by Brooke Schaub

Table of Contents
Our Brand

Inspiration and Rationale 

Logo and Lockup 

Dos and Donts 

Colors and Typefaces 
Print

Business Card and Envelope 
Letterhead 

Full Page Ad 

Half Page, Full Spread Ad and Application 
Screen
Website 

Banner Ad and Webicon 
Travel
Shuttle 

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Our Brand

Inspiration and Rationale

Logos and Lockup

Inspired by these vintage advertisements, our
logo is made up of retro script type and a burst
of bright colors. The shapes and colors come
from vintage signage, retro advertisements and
of course, sunshine.

The title Sunshine USA comes from Floridas

reputation as The Sunshine State. Using this name
for the identity instead of Florida sets the state
apart from others and ties together the entire
identity. This term also allows Florida to appear
more like a vacation destination than a state.
For the new branding, retro advertisements and
imagery were the main inspiration. These ads
portray Florida as the bright, fun-filled, family
friendly vacation destination that it is. Florida
is synonymous with sunshine and warmth,
and this vivacious color palette represents
that perfectly. In taking elements from these
designs, we can evoke a feeling of nostalgia in
our audience which will attract visitors of every
age range and demographic.

Because Florida is such a diverse place, it

only felt appropriate to create 3 unique logos
with unifying elements to represent the state.
These logos allow for the branding to cross all
platforms seamlessly.
It is important to leave ample space around the
logo as shown below:

Dos and Donts

Colors and Typefaces

Do...

Dont...

use the approved sunglasses icon as a secondary

identity element

use any other sunglass icon or warp the icon

use the different approved versions of the logo

make your own version of the logo

use the approved logo with perspective

skew or warp the logo yourself

CMYK

Pantone

RGB

HEX

c: 0
m: 25
y: 85
k: 0

P 10-7 C

R: 255
G: 65
B: 95

#fec340

c: 90
m: 0
y: 15
k: 40

P 120-7 C

R: 0
G: 120
B: 145

#007991

Primary Typefaces:

Brussels Demi
ABCDEFGHIJKLM
nopqrstuvwxyz
(1234567890?!,@#&)

Humanist 521 BT Light

resize the logo as needed

distort the proportions of the logo while resizing

c: 0
m: 85
y: 75
k: 0

P 55-7 C

R: 240
G: 75
B: 70

#d22333

ABCDEFGHIJKLM
nopqrstuvwxyz
(1234567890?!,@#&)

Secondary Typefaces:
take advantage of the variety of logos

change the colors of the approved logos

c: 15
m: 100
y: 90
k: 0

P 52-16 C

R: 210
G: 35
B: 50

#f04e45

Cheddar Jack
Always A Good Time
Throw My Hands Up in
the Air Bold
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Print

Business Card and Envelope

Letterhead
1 inch margins

Allow 2 inches between edge and text

Florida Tourism Department

123 Sunshine Road
Tampa, FL 33601
(123) 456-7890

Florida Tourism Department

123 Sunshine Road
Tampa, FL 33601
(123) 456-7890

allow 5 letter spaces

Brooke Schaub
Senior Designer
Tourism Department
(123) 456-7890

Align last baseline with

bottom of sunglasses

Florida Tourism Department

123 Sunshine Road
Tampa, FL 33601
(123) 456-7890

Aenean Consequat,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam ut risus neque. Fusce rhoncus leo et
laoreet maximus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos
himenaeos. Phasellus rhoncus fringilla ipsum id semper. Mauris ipsum felis, iaculis eu cursus
sed, tempus a nunc. Quisque hendrerit faucibus nisi sed tincidunt. Integer ultricies erat vitae
tortor lacinia placerat. Vestibulum ornare pretium turpis non sagittis. Nam scelerisque commodo
leo ut consectetur. Pellentesque turpis elit, vestibulum eu odio id, viverra malesuada tellus.
Maecenas feugiat congue laoreet. Nam pretium mattis dui, a tristique nisl pharetra in. Nullam ac
felis pulvinar orci commodo cursus.
Phasellus eleifend mi vitae tellus mollis tristique. Pellentesque posuere facilisis faucibus.
Aliquam erat volutpat. Praesent ex diam, imperdiet sed malesuada nec, tempus vehicula dolor.
Vivamus augue velit, sollicitudin et turpis mattis, dapibus pulvinar enim. Integer viverra risus
nec nisl ultrices, sed commodo leo tempus. Pellentesque rhoncus ut lacus vitae tincidunt. Integer
dapibus tortor gravida scelerisque aliquam. Donec et odio vel elit lacinia luctus. Nam sed
efficitur felis, at vulputate magna. Maecenas et tristique arcu.
Curabitur non dignissim metus, non laoreet mi. Pellentesque mauris orci, hendrerit ac luctus vel,
interdum eget felis. Praesent at purus bibendum, congue nulla nec, facilisis tortor. Mauris nec
dignissim lorem, ac aliquam libero. Quisque fringilla est sapien, quis vulputate ex commodo ut.
Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Sed
consequat purus aliquam leo fringilla eleifend. Proin quis porttitor lacus, at sodales est. Nullam
vel est at risus sodales imperdiet. Duis elementum auctor enim eu bibendum. Cras eleifend
suscipit consectetur. Cras accumsan urna eu orci ullamcorper venenatis. In consectetur velit
enim, vitae malesuada nisl semper eget. In dapibus consequat blandit. Vestibulum ac sem id
augue tempus scelerisque sed sit amet orci.
Aenean laoreet,
Lacinia Tempus

It is important for all official stationary to look

clean and professional. In order to do so, make
sure not to alter the letterhead, business card
or envelope in any way, and be sure to fit the
information within the assigned margins.
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Full Page Print Ad

Give them a vacation

they will never forget

Our print advertisements should be geared

towards a wide range of people, emphasizing
Florida as a destination with something for
everyone. Photos should include bright colors,
happy models of all ages and demographics,
and portray the state as a memorable vacation
destination. Only typefaces from the approved
list should be used, with the secondary
typefaces used for emphasis and to create a
more personal feel.
This ad is successful because it portrays the
family oriented side of Florida. The models are
engaging and charismatic, and overall the photo
has a sunny, happy disposition.
The tagline Give them a vacation they will never
forget reinforces the brands goal of nostalgia
and happiness. All copy should be focused on
creating a personal connection with the viewer.

Half Page, Full Spread Print Ad and Application

So much fun,
youll FLIP!

visitflorida.com

It is important to pay attention to

the context and placement of our
advertisements, because these
factors influence how potential
customers experience our brand.
Our ads do best in travel, family,
and health magazines, because
they share a similar aesthetic and
target demographic

Start planning at visitflorida.com

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Screen

Website

Banner Ad and Webicon

DIVE INTO Relaxation

FL

Actual Size

visitflorida.com

In products made for web and screen based

platforms, its important to keep things clean
and simple. Stay away from complicated images
and always use bright color.

Webicon

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Travel Application: Shuttle

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