PA RT 2
V ISI T C A L I F OR N I A
CA L IFOR NI A . DR E A M BIG.
C O N S U M E R BR A N D G U IDE L IN E S
CALIFORNIA IS MORE THAN A PLACE
– it’s an attitude
From sun-drenched beaches and towering redwoods
to snow-capped peaks and desert oases, California’s
natural abundance is so amazing it can only be topped
by one thing — the people who call California home.
Visit California‘s consumer research has consistently shown
that what sets the Golden State apart from any place else on
Earth is the California attitude — that legendary, unmistakable
outlook that seduces any person who wanders out into the
California sun to squeeze every last drop of fun out of each
and every day.
[ CALIFORNIA IS ]
[ CALIFORNIA IS NOT]
Free-spirited
Individualistic
Fun
Youthful
Energetic
Adventurous
Welcoming
Trendy
Laid Back
restrained
conformist
boring
dated
subdued
cautious
unfriendly
conventional
uptight
BRAND EXPRESSION
CALIFORNIA IS A MAGNET
for dreamers
A bus pulls up. A young man or woman
steps onto the street with nothing but a suitcase
and a dream of making it big in Hollywood.
This may be one of the most iconic images
of California as a dreamland, but it’s also only
a sliver of the story.
California has always been a magnet for
dreamers: the bold, the pioneering, the
adventurous and the entrepreneurial. Some
say it started with the Gold Rush, but even
before prospectors came flocking to find
their fortunes, California was portrayed as an
almost mythical land of natural abundance,
balmy weather, and endless opportunity.
This is the birthplace of Hollywood and Silicon
Valley, the Frisbee and the drive-thru, the
mountain bike and the wine cooler. From the
wacky to the world-changing, California’s
uniquely free-spirited, fun-loving, anything-ispossible vibe has inspired the passionate pursuit
of dreams and infused the Golden State with a
unique allure that borders on the legendary.
BRAND EXPRESSION
A STRONG BRAND SHOULD STAND FOR SOMETHING
california is for
dreams and dreamers
It’s our mission to make California a place that inspires people to
dream, and then to make those dreams come true.
On an enticement level, Dream Big expresses the zeitgeist of
California: the positive, free-spirited energy and promise of endless
inspiration that people want to take part in for themselves. When
it comes to fostering travel, we will encourage people to realize
their dreams of experiencing California, whether that means finally
making that trip to Yosemite, taking the family to Disneyland or
tasting their way across Napa Valley. And we’ll also excite would-be
travelers with aspirational “dream” adventures that elevate above
and beyond “vacation as usual.”
California. Dream Big.
Consumer Brand Guidelines
Style In Action
Logo Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Style in Action Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Logo Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
“Come True” Headlines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
One-Color Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Advertising Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Reverse Logo Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
International Advertising Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Logo Usage On Backgrounds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Social Media Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Minimum Logo Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Social Media Hashtag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Logo Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Photography Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
Incorrect Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Secondary Support Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Logo/URL Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Incorrect Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Logo/URL Lockups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Co-Brand URL Lockup Horizontal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Co-Brand URL Lockup Vertical . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
International Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Primary Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Secondary Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
Tertiary Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Digital Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
California. Dream Big.
Logo Introduction
California Dream Big Logo Use:
A unique expression of California, the consumer
Please treat this logo with care and keep it pure.
Dream Big logo is fun and friendly, reflecting the
Never alter it. Always use the digital artwork
California spirit. The Dream Big logo consists of the
provided when reproducing the California Dream Big
logotype, tagline, and wave. The rounded font is just
logo globally.
like California: laid-back and casual.
The wave is symbolic of water, from the Pacific
Ocean to the numerous rivers and lakes found
throughout the state, while the colors CA Gold and
The California Dream Big logo should be
used in all communications and/or materials
promoting California. These instances include
but are not limited to:
1. Print Advertising
2. Out-of-Home
3. Television
4. Digital Executions
CA Orange evoke golden sunshine, while CA Blue
speaks to the endless blue ocean and sky.
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P40
California. Dream Big.
Logo Components
FILE FINDER
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Logos
The California Dream Big logo consists of three
The three-color version of the California Dream Big
elements, including the ‘Dream Big’ tagline
logo is the preferred logo treatment. Please use
logotype positioned below the ‘California’ logotype
this logo whenever possible.
VCA Color Logo
and locked up with the wave. The logo comprises
three PANTONE colors: CA Blue (*PANTONE
This logo is a unique expression of the California
7462), CA Gold (*PANTONE 7406) and CA Orange
brand. Please treat the logo with care. Never alter
(*PANTONE 716).
the logo and always use the approved provided
electronic artwork.
California Dream Big Color Logo
CA Blue (*PANTONE 7462)
CA Gold (*PANTONE 7406)
CA Orange (*PANTONE 716)
Wave
Tagline
*PANTONE® is a registered trademark of PANTONE, Inc. The colors shown here
and throughout these guidelines may not match the PANTONE Color Standards.
Logotype
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P41
California. Dream Big.
One-Color Logos
FILE FINDER
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Logos
When reproduction or printing constraints prevent
VCA Color Logo
the use of the three-color version of the California
Dream Big logo, use one of the alternate one-color
versions seen below.
A unique expression of the California brand, these
logos should be treated with care. Never alter
the logos and always use the approved provided
electronic artwork.
CA Black Logo
CA Blue Logo
CA White Logo
CA Gold Logo
CA Orange Logo
For illustrative purposes only; this example with the white logo
contained in a black box is NOT intended to be used as a logo variation.
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P42
California. Dream Big.
Reverse Logo Application
FILE FINDER
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Logos > Consumer Logos
The California Dream Big logo may be used in a
VCA Color Logo
reverse application on contrasting solid backgrounds
and photography. In this instance, the logotype
reverses out of the background to white, and the
wave appears in CA Gold. In all cases, it is important
to make sure there is a strong contrast between the
logo and the background.
Reverse Logo on Colored Background
VCA Reverse Gold Logo
Reverse Logo on Photography
For illustrative
purposes only;
this example with
the reverse logo
contained in a box
is NOT intended
to be used as a
logo variation.
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P43
California. Dream Big.
Logo Usage on Backgrounds
FILE FINDER
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Logos > Consumer Logos
Use the California Dream Big logo on backgrounds
In some instances, an image background may
that offer a bold contrast to the logo. Always strive
provide insufficient contrast for either the color or
for maximum logo clarity. When using the logo on
reverse logos. In these cases, a subtle outer glow or
photographs and colored backgrounds, be sure
drop shadow effect may be applied to the logo to
the background is subtle enough that it does not
increase legibility. Specifications will vary depending
interfere in any way with the legibility of the logo.
on software used, the size of the logo within the
VCA Color Logo
layout and working file resolution. Effects should
The color version of the California Dream Big logo
look as natural as possible. See below for some
works best on neutral, open spaces, such as a light
general guidelines.
sky, clouds or negative white spaces. The reverse
logo works best on richer, darker open spaces.
Color Logo on Light Background
Logo Usage on Medium Background
INCORRECT:InsufficientContrast
INCORRECT: Outer Glow Unnaturally Prominent
INCORRECT:InsufficientContrast
CORRECT: Outer Glow Looks Subtle and Natural
Reverse Logo on Dark Background
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P44
California. Dream Big.
Minimum Logo Size
FILE FINDER
Home > Images > Rights-Managed > Visit California >
Logos > Consumer Logos
The minimum size the California Dream Big logo
If the logo must scale down below the minimum size,
may be reproduced is 1 1/4" wide to ensure legibility.
the tagline may be removed. If there are instances
When the logo is reproduced at this minimum size,
where you wish to remove the tagline, contact the
there are three possible choices:
Visit California Creative Services Manager.
VCA Color Logo
1.Use the three spot colors that make up
the logo (we recommend using this method
whenever possible).
2.If printing using four-color process, use a
line screen value of 150-175 lines per inch.
3. Use the black version.
Logo at 100% of Minimum Size
Logo at 100% of Minimum Size
1 1/4 "
1 1/4 "
Logo at 300% of Minimum Size
3 3/4 "
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P45
California. Dream Big.
Logo Clear Space
FILE FINDER
Home > Images > Rights-Managed > Visit California >
Logos > Consumer Logos
Please do not crowd the California Dream Big logo
by setting it close to other graphics or text.
VCA Color Logo
The minimum required clear space surrounding the
logo is equal to the x-height of the first ‘a’ in the
word ‘California.’ Text should not be placed within
the clear space, but may align with the edge of the
clear space. Please respect the clear space on all
four sides of the logo.
LOREM IPSUM DOLOR ET ILIM
Duis autem vel eum iriure dolor in hendrerit in vulputate velit
esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at
vero eros et accumsan et iusto
odio dignissim qui blandit praesent luptatum zzril delenit augue
duis dolore te feugait nulla facilisi.
Veles ratemquis eum fuga. Officimus
eles eiusa serum el molore volut quis
et, te nullam rerchit aut omnihil lorem.
andicim sus dolorporero illuptur?
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P46
California. Dream Big.
Incorrect Logo Usage
a. Do not add a prominent drop shadow
e. Do not reproduce the logo in any color other
or outer glow to the California Dream Big logo;
than those approved.
it interferes with legibility.
f. Do not use the logo in any application that does
b. Do not recreate any part of the logo or alter
not provide the required contrast between
the logotype.
background and logo.
c. Do not remove any elements of the logo.
g. Do not use the logo over a photograph if the
required contrast guidelines cannot be met.
d. Do not alter the relationship between the
logotype elements.
a.
b.
e.
california
dream
f.
big
c.
g.
d.
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P47
California. Dream Big.
Logo/URL Components
FILE FINDER
Home > Images > Rights-Managed > Visit California >
Logos > Consumer Logos
The minimum size the California Dream Big logo
VCA Color Logo
with URL may be reproduced is 1 1/4" wide to
ensure legibility.
The minimum required clear space surrounding
the logo is equal to the x-height of the first ‘a’ in the
word ‘California.’ Text should not be placed within
the clear space, but may align with the edge of the
clear space. Please respect the clear space on all
four sides of the logo.
Logo Clear Space
Logo at 100% of Minimum Size
1 1/4 "
Logo at 300% of Minimum Size
3 3/4 "
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P48
California. Dream Big.
Logo/URL Lockups
FILE FINDER
Home > Images > Rights-Managed > Visit California >
Logos > Consumer Logo > Dream Big Logo With URL
The attitudes and emotions that California evokes
VCA Color Logo
are the same all over the world: laid-back, fun and
free-spirited.
While every country has a unique URL for visitors
around the world to experience California virtually,
every URL should be handled consistently.
United States/Canada
Australia
France
Italy
South Korea
Brazil
Germany
Japan
UK
China
India
Mexico
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P49
California. Dream Big.
Co-Brand URL Lockup
Horizontal
A true partnership is a wonderful thing when
The minimum size the horizontal co-brand
there is mutual respect and collaboration. Please
logo lockup may be reproduced is 9/16" tall
keep this in mind when the California Dream Big
to ensure legibility.
logo is used in conjunction with any of our
partners. If you are ever in doubt about the size,
The minimum required clear space surrounding the
space and placement of a partner logo, look to
co-brand logo lockup is equal to the total height of
the corresponding guidelines.
the ‘C’ in the word ‘California.’ Text should not be
placed within the clear space, but may align with
the edge of the clear space. Please respect the
clear space on all four sides of the logo.
Horizontal Co-Brand URL Logo at 100% of Minimum Size
Horizontal Co-Brand URL Logo Lockup Clear Space
/16 "
9
Horizontal Co-Brand URL Logo at 155% of Minimum Size
/8"
7
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P50
California. Dream Big.
Co-Brand URL Lockup
Vertical
The minimum size the vertical co-brand logo lockup
may be reproduced is 1 1/4" tall to ensure legibility.
The minimum required clear space surrounding the
co-brand logo lockup is equal to the total height of
the ‘C’ in the word ‘California.’ Text should not be
placed within the clear space, but may align with
the edge of the clear space. Please respect the clear
space on all four sides of the logo.
Vertical Co-Brand URL Logo
at 100% of Minimum Size
Vertical Co-Brand URL Logo
at 200% of Minimum Size
Vertical Co-Brand URL Logo Clear Space
1 1/4"
21/2"
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P51
California. Dream Big.
Typography
To purchase these fonts,
visit this website:
www.myfonts.com
Typography is an important component of the
California brand, used to convey our distinct
attitude and personality. The following font
families have been selected for use in all consumer
communications using the Roman alphabet:
Geometric Slabserif 703 BT and Geometric 415 BT.
These two Geometric families should be used
whenever possible. These font families have
great personality, offer flexibility and have a
comprehensive range of weights, including light
and condensed, for all creative needs.
Geometric Slabserif 703 BT, Headlines
Geometric 415 BT, Body Copy
Geometric
Slabserif 703 BT
Geometric 415 BT
AaBbCcDd1234
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Geometric Slabserif 703 BT Light
Geometric Slabserif 703 BT Medium
Geometric Slabserif 703 BT Bold
Geometric Slabserif 703 BT Extra Bold
Geometric Slaberif 703 BT Medium Condensed
Geometric Slaberif 703 BT Bold Condensed
Geometric Slaberif 703 BT Extra Bold Condensed
AaBbCcDd1234
Geometric 415 BT Lite
Geometric 415 BT Medium
Geometric 415 BT Black
Geometric 415 BT Black Italic
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P52
California. Dream Big.
International Typography
To purchase these fonts,
visit these websites:
HANYI LINGXIN (SIMPLIFIED):
For countries whose native languages do not use the
www.hanyi.com.cn
Roman alphabet, alternate fonts to the Geometric
font families were chosen while keeping the balance
KOZUKA GOTHIC:
of aesthetics, mechanical soundness and cultural
font.designers-garage.jp
sensitivity while conveying the California attitude.
YOON GOTHIC:
www.yoondesign.com
Chinese Consumer Font:
Hanyi Lingxin (Simplified)
Korean Corporate Font:
Yoon Gothic
Japanese Corporate Font:
Kozuka Gothic
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P53
California. Dream Big.
Primary Color Palette
*PANTONE 7462
C:100 M:48 Y:6 K:30
R:Ø G:85 B:140
*PANTONE 7406
C:Ø M:20 Y:100 K:2
R:241 G:196 B:Ø
The primary color palette for California Dream Big
consists of CA Blue (*PANTONE 7462), CA Gold
*PANTONE 716
C:Ø M:61 Y:99 K:Ø
R:234 G:118 B:Ø
(*PANTONE 7406), CA Orange (*PANTONE 716)
and CA Red (*PANTONE 187). These colors evoke
*PANTONE 187
C:7 M:100 Y:82 K:26
R:166 G:25 B:46
California’s abundance of blue ocean, blue sky,
golden sunshine and bold, anything-is-possible spirit.
CA Blue
*PANTONE 7462
CA Gold
*PANTONE 7406
CA Orange
CA Red
*PANTONE 716
*PANTONE 187
*PANTONE® is a registered trademark of PANTONE, Inc. The colors shown here
and throughout these guidelines may not match the PANTONE Color Standards.
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P54
California. Dream Big.
Secondary Color Palette
The secondary color palette for California Dream Big
consists of a family of hues inspired by the colors
in the primary color palette. They are reflective of
California’s natural landscape, while also giving a nod
to the Golden State’s amazing diversity.
*PANTONE 540
C:100 M:57 Y:12 K:66
R:Ø G:48 B:87
*PANTONE 2915
C:60 M:9 Y:Ø K:Ø
R:98 G:181 B:229
*PANTONE 3125
C:84 M:Ø Y:18 K:Ø
R:Ø G:174 B:199
*PANTONE 338
C:50 M:Ø Y:31 K:Ø
R:110 G:206 B:178
*PANTONE 390
C:27 M:Ø Y:100 K:3
R:181 G:189 B:Ø
*PANTONE 361
C:77 M:Ø Y:100 K:Ø
R:67 G:176 B:42
*PANTONE 356
C:91 M:4 Y:100 K:25
R:Ø G:122 B:51
*PANTONE 357
C:92 M:18 Y:94 K:61
R:33 G:87 B:50
*PANTONE 128
C:Ø M:7 Y:75 K:Ø
R:243 G:213 B:78
*PANTONE 157
C:Ø M:42 Y:74 K:Ø
R:236 G:161 B:84
*PANTONE 7417
C:1 M:83 Y:85 K:Ø
R:224 G:78 B:57
*PANTONE 167
C:5 M:77 Y:100 K:15
R:190 G:83 B:28
*PANTONE 131
C:2 M:39 Y:100 K:10
R:204 G:138 B:Ø
*PANTONE 1395
C:9 M:55 Y:100 K:39
R:153 G:96 B:23
*PANTONE 477
C:23 M:75 Y:78 K:69
R:98 G:59 B:42
*PANTONE 7539
C:24 M:13 Y:18 K:38
R:142 G:144 B:137
*PANTONE 214
C:Ø M:100 Y:24 K:4
R:206 G:15 B:105
*PANTONE 228
C:16 M:100 Y:14 K:42
R:137 G:12 B:88
*PANTONE 269
C:80 M:98 Y:5 K:27
R:81 G:45 B:109
Secondary Color Palette
*PANTONE® is a registered trademark of PANTONE, Inc. The colors shown here
and throughout these guidelines may not match the PANTONE Color Standards.
*PANTONE540 *PANTONE2915 *PANTONE3125 *PANTONE 338
*PANTONE390 *PANTONE 361 *PANTONE 356 *PANTONE 357
*PANTONE 128 *PANTONE 157 *PANTONE7417 *PANTONE 167
*PANTONE 131 *PANTONE1395 *PANTONE 477 *PANTONE7539
*PANTONE 214 *PANTONE228 *PANTONE 269
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P55
California. Dream Big.
Tertiary Color Palette
Taken from the secondary color palette, the California
*PANTONE 7401
C:Ø M:4 Y:27 K:Ø
R:245 G:225 B:164
*PANTONE 467
C:6 M:15 Y:41 K:10
R:211 G:188 B:141
*PANTONE 1345
C:Ø M:17 Y:50 K:Ø
R:253 G:208 B:134
*PANTONE 475
C:Ø M:21 Y:30 K:Ø
R:243 G:207 B:179
*PANTONE 573
C:20 M:Ø Y:14 K:Ø
R:181 G:227 B:216
*PANTONE 7457
C:18 M:Ø Y:5 K:Ø
R:187 G:221 B:230
*PANTONE 2706
C:19 M:10 Y:Ø K:Ø
R:203 G:211 B:235
*PANTONE 7527
C:3 M:4 Y:14 K:8
R:214 G:210 B:196
Dream Big tertiary colors offer a restrained touch
that allows other graphical elements to shine. These
colors work well for overlaying copy or callouts.
Tertiary Color Palette
*PANTONE7401 *PANTONE467 *PANTONE1345 *PANTONE 475
*PANTONE 573 *PANTONE7457 *PANTONE2706 *PANTONE7527
*PANTONE® is a registered trademark of PANTONE, Inc. The colors shown here
and throughout these guidelines may not match the PANTONE Color Standards.
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P56
ST Y L E I N AC T I ON
California. Dream Big.
Style In Action Introduction
ASSET DEVELOPMENT/AQUISITION
Robin Nichols
Creative Services Manager
This section provides examples that illustrate the
invitational calls to action. Entitled “Come True,” the
consumer brand in action across the globe, in English-
campaign features captivating iconic photography
language markets and beyond. From advertising
that blends sense of place and California’s natural
executions to social media practices to photography,
beauty with unique, eclectic experiences, along
the intent is to showcase the state’s abundance,
with headlines that instill the underlying message
beauty and unique culture, and communicate that
that anything is possible in the Golden State.
[email protected]
D 916.319.5408
C 925.324.0601
California is for dreams and dreamers.
For specific asset needs, including assistance in
Bringing the California attitude to life and paying
development of custom advertising solutions,
off the Dream Big promise in consumer advertising
please contact Robin Nichols.
is done through a combination of imagery and
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P59
California. Dream Big.
“Come True” Headlines
Suggested “Come True” headlines for each of the
A low-resolution “Sketcher” Photoshop template
five key experience pillars — culinary, luxury, family,
allows for easy drag and drop abilities when mocking
outdoor and entertainment — are provided below.
up rough keyword layouts. Each character in the
collection is represented in the template file, so
Headlines are set in Geometric Slabserif Bold
setting headlines is easy and well-planned. Select
Condensed typeface. The standard “make your” and
the characters needed and try out different positions
“come true” phrases are set in white, all‑lowercase
type, while the headline keyword(s) are custom-built
to determine the best way to set a particular word.
Detailed instructions are provided _______.
from a library of red, mixed-case letters on vignette
bases. The letters are then arranged in random sizes
Once the rough keyword layout has been
and positions in order to resemble cutout letters.
established, contact Robin Nichols for a finalized,
high-resolution version.
Sample Headlines by Pillar
Sample Headline Layout
Culinary Pillar
make your <YUM> come true
make your <TASTY> come true
Luxury Pillar
make your <DREAMY> come true
make your <UNREAL> come true
For example only.
Family Pillar
make your <I’VE ALWAYS WANTED TO> come true
make your <AGAIN, AGAIN!> come true
Outdoor Pillar
make your <OUT THERE> come true
make your <LARGER THAN LIFE> come true
Entertainment Pillar
make your <STARSTRUCK> come true
make your <OMG> come true
Sketcher Photoshop Template
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P60
California. Dream Big.
International
Advertising Examples
Globally, the “Come True” campaign is adapted
For China, the essence of the “Come True”
based on individual market nuances. While adhering
invitation is contained in a broader and more
to the visual foundation, messaging is localized to
spirited approach — “Be Bold to Dream” — with
ensure both consumer relevance and resonance.
digital banner ad imagery selected to align with key
scenes from the “Dreamers” TV commercial.
In the Mexico examples below, the digital banner
ads are Spanish translations of the English versions,
with the invitational verbiage localized to feature
common cultural terms.
Digital Banner Ad Examples
Full Page Print Ad Example
Out-of-Home Example (Digital Kiosk)
PROOF 1 2 3 4 5 6 7 8 9 10
make your
FILE NAME 000984-VCA-14_ATOC_
Sponsorship_Ad.indd
CLIENT Visit California
come true
DATE 4/7/14
JOB TITLE ATOC (Amgen) Sponsorship Ad
PUB/DATE ATOC Program 2014
JOB TYPE Print ad
COLOR 4c
ACTUAL SIZE 5.5 x 8.5"
LIVE 5 x 8"
TRIM 5.5 x 8.5"
BLEED 5.75 x 8.75"
OUTPUT % 100%
FONTS Geometric 415
Geometric Slabserif 703
LINKS AMAZING_type_Hires.psd
CA Logo_Dream Big_Color.ai
20130826-9MD_2258.tif
20130909-9MD_5966-2alt.tif
tv Redwood.tif
vca_amgen_ad_r2_CC_r2.psd
California has always been a magnet
for dreamers. With endless opportunities
for exploration and adventure, it’s the
perfect place for making the amazing, the
incredible and the unforgettable come true.
Start dreaming at visitcalifornia.com, and
check out the Dream365 Project to get
inspired by other California dreamers.
For example only.
For example
only.
APPROVAL/DATE
AD Mike Stivers
__________ _________
CW Kerry Krasts
__________ _________
D n/a
AE Rocky Corona
P Lisa Tharp
EP Heather Witzens
__________ _________
__________ _________
__________ _________
__________ _________
For example only.
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P61
California. Dream Big.
Advertising Examples
Globally, the “Come True” campaign is adapted
In the Mexico examples below, the digital banner
based on individual market nuances. While adhering
ads are Spanish translations of the English versions,
to the visual foundation, messaging is localized to
with the invitational verbiage localized to feature
ensure both consumer relevance and resonance.
common cultural terms. For China, the essence
of the “Come True” invitation is contained in a
broader and more spirited approach — “Be Bold to
Dream” — with digital banner ad imagery selected
to align with key scenes from the “Dreamers” TV
commercial.
Digital Banner Ad Examples (Mexico)
Digital Banner Ad Examples (China)
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P62
California. Dream Big.
Social Media Mark
Developed for use in social media platforms,
the social media mark is comprised of the state
abbreviation for California – CA – formed using the
first two letters of the California logotype, along with
the wave and Dream Big tagline logotype. The social
media mark is strongest when used in context with
Visit California, as shown in the examples below.
This mark should not be used as a logo, and
should only be used as a social identifier for
consumer-facing social activity.
Social Media Mark
Social Media Mark (Facebook Application)
Social Media Mark (Twitter Application)
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P63
California. Dream Big.
Social Media Hashtag
The purpose of #dreambig is to drive dreamer stories
When using the hashtag, make sure to adhere to the following rules:
and conversation across social media channels.
• Always use lowercase ‘d’ and ‘b’ when using #dreambig
Whether incorporated into consumer advertising,
• Never capitalize all letters to read #DREAMBIG
such as the “Dreamers” TV commercial, or included
• Never capitalize random letters to read #DreaMBiG
in social media posts, #dreambig is an invitation for
• Never separate the words to read #Dream Big or #Dream Big
users to participate in the conversation.
• When #dreambig appears in color, use only a color from the primary
VCA color palette (VCA Blue, VCA Gold, VCA Orange or VCA Red).
should demonstrate aspirational language that
says it’s possible to chase and fulfill dreams of any
kind in California.
“Dreamers” TV Example
Black and white are also permissable colors.
• Hashtag treatment (color and effects) should align with the logo treatment
used on each piece.
• When #dreambig is used outside of body copy, adhere to the clear space
standards detailed below.
Twitter Example
Hashtag at 100% of Minimum Size
/4 "
1
#dreambig
Clear Space (Outside of Body Copy)
#
#dreambig
#
#
positive voice. The copy reflecting the brand voice
#
When using the hashtag, be sure that it is in a
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California. Dream Big.
Photography Usage
California is a state of immense beauty, diversity,
energy and attitude. Our photography should always
reflect those qualities. Whereas traditional tourism
imagery takes a more literal view, California imagery
should be seen through a Dream Big filter. This means
showcasing our quirky, eclectic side through imagery
that is unique, inspiring and outside the norm.
All hero photography should have a voyeuristic and
authentic quality. Voyeuristic, in that the camera
should not be acknowledged or felt by the talent
in the shot. Authentic, in that the behavior feels real
and human — in other words, documentary in style;
never acted out or false.
PHOTOGRAPHY AQUISITION
Our ideal primary image should accomplish two
goals — showing people living the California lifestyle
and reflecting the California attitude, as well as
showcasing the state’s breathtaking scenery. Scale,
action and attitude are all important to effectively
paying off the promise of dreaming big.
To access the Dream Big image library,
go to visitcalifornia.com/dams and sign up
to request access to the Dream Big rights-managed
library.
Ask yourself the following when selecting hero images:
•Is the scenery in the image unmistakably California?
•Are you featuring people living the California lifestyle?
•Is the composition tasteful?
•Is the shot in color? And is that color vibrant?
• Does the lighting appear natural?
•Is the hero in photograph in focus?
•Does the shot have an obvious focal point?
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P65
California. Dream Big.
Secondary Support
Photography
Secondary photographs are intended to
can be showcased, from beaches and coastline
punctuate California’s abundance. These
to mountains, forests, valleys and deserts. Just as
photos should serve as support images to
genuine emotion is captured in our hero photography,
hero images, reinforcing the California attitude
the right scenic image can evoke a sense of wonder
and showcasing specific landmarks, icons and
and awe that is truly inspiring.
geography. There are two types of secondary
photographs: SCENIC and LIFESTYLE.
LIFESTYLE: Lifestyle support images should express
the California attitude and feeling in glimpses. From
SCENIC: Scenic support images must be both
towering palms surrounding The Beverly Hills Hotel to a
visually stunning and distinctly Californian.
sailboat floating on the Santa Cruz harbor, these images
Through scenery, the state’s diverse geography
give a broader context to California’s diverse culture.
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P66
California. Dream Big.
Incorrect Photography
When selecting images for communications
a. No focal point; too busy
about California, please avoid photography that
b. Disingenious and forced
has any of the following characteristics:
c. Cropped to eliminate important content
d. Distant aerial photography
e. Outdated fashion
f. Talent addressing the camera
g. Unnatural light
h. Too small to be recognizable
i. Posed
a.
b.
c.
d.
No focal point, too busy
Disingenious and forced
Cropped to eliminate important content
Distant aerial photography
e.
f.
g.
h.
Too small to be
recognizable
i.
Outdated fashion
Talent addressing the camera
Unnatural light
Posed
CONSUMER BRAND GUIDELINES CALIFORNIA. DREAM BIG. P67
Visit California
Contact Information
To access Brand Standards and digital assets on
the Digital Asset Management System, log onto
industry.visitcalifornia.com/dams and choose
‘Request Account.’
Visit California
555 Capitol Mall, Suite 1100
Sacramento, CA 95814
visitcalifornia.com
Robin Nichols
Creative Development Manager
[email protected]
P 916.319.5408
F 916.444.0410
Bryce McAnally
Brand Advertising Manager
[email protected]
P 916.319.5402
F 916.444.0410
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