IN WISCONSIN BRAND GUIDELINES

WISCONSIN ECONOMIC DEVELOPMENT CORPORATION
IN WISCONSIN
BRAND GUIDELINES

TABLE OF
CONTENTS
3 BRAND PLATFORM / BRAND VOICE
4 BRAND FONTS
5 BRAND COLORS
6 INTERNAL LOGO
7 BRAND LOGO SPACE
8 EXTERNAL: CO-BRANDING
9 EXTERNAL: LOGO ADOPTION
10 BRAND LOGO VIOLATIONS
11 ACTION LOGO
12 IMAGES & PHOTOGRAPHY
13 GRAPHIC ELEMENTS / CO-OP MATERIALS

BRAND
PLATFORM
Brand attributes are the characteristics that define us. They tell our customers who
In Wisconsin is, what we stand for, and why this is the right place for business. It’s
crucial that we understand who we are before our customers can. And we must believe
it, or they never will.
GROUNDBREAKING BUSINESS
“Can do” is a common phrase in Wisconsin. And success is the product of effort. Driving
it all is the motivation, throughout history, by its people to demonstrate an ability to
“get it done”. From breaking new ground to growing new industries, the state and the
products and services produced here are intertwined and inseparable. It always has
been and always will be because it’s in Wisconsin’s DNA. As a team, we push ahead.
As partners, we discover what’s next. And together, we possess a unique capacity
to evolve and innovate—building our foundation to create the right environment for
businesses to make it happen.
BRAND VOICE
The In Wisconsin brand is a perfect representation of the state. Its voice is bold, not
boastful. Its language is professional and approachable, without becoming too stiff or too
casual. In Wisconsin is authentic, conversational and smart—it uses the full weight of
words without coming across as esoteric or verbose. And no one can consider it a know-it-all.
From headlines to body copy, the In Wisconsin voice is straightforward—just like our people.
IN WISCONSIN COLLATERAL HEADLINE EXAMPLE:
Innovation is born here from a long tradition of doing what’s right, what works and what’s
next. Find the future In Wisconsin.
BODY COPY EXAMPLE:
Wisconsin’s commitment to education doesn’t end with high school. 100 years ago, we
were the first to establish a system of vocational, technical and adult education schools,
which now rank top in the nation and offer highly specialized degrees across a broad
range of industries. Our technical college system and Customized Labor Training Fund
serves one of every eight adults—twice the national average.
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BRAND FONTS
When creating print communications for In Wisconsin use only the fonts identified here.
DIN Bold Alt or DIN Bold in all caps is used at the designer’s discretion for primary messaging,
headlines, subheads, headers and footers. DIN Bold is used for numbers and symbols occurring
in primary messaging, headlines, subheads, headers or footers.
HEADLINES, SUBHEADS, HEADERS & FOOTERS: DIN BOLD ALT OR DIN BOLD (ALL CAPS)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
NUMBERS & SYMBOLS IN HEADLINES, SUBHEADS, HEADERS & FOOTERS: DIN BOLD
1234567890?%&*
DIN Regular is used for body copy and captions.
BODY COPY: DIN REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890?%&*
EXPORTED/EDITABLE DOCUMENTS SHOULD SUBSTITUTE ARIAL FOR DIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890?%&*
BELOW SYMBOL SHOULD SUBSTITUTE ARIAL FOR DIN
@
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BRAND COLORS
The In Wisconsin color system is comprised of two palettes. The primary color palette
is Green, Dark Blue and Grey—the dominant branding colors.
The secondary palette should be used as accent colors to enhance communication without
distracting from the primary brand palette.
PRIMARY COLORS:
PMS: 5405
C:84 M:58 Y:40 K:20
R:52 G:89 B:111
PMS: 5757
C:15 M:0 Y:72 K:54
R:121 G:128 B:59
PMS: 423
C:42 M:35 Y:35 K:7
R:146 G:145 B:145
SECONDARY COLORS:
PMS: 551
C:33 M:10 Y:9 K:0
R:168 G:202 B:218
PMS: Pantone Black 6
C:100 M:35 Y:40 K:20
R:0 G:0 B:24
PMS: 202
C:0 M:100 Y:61 K:43
R:152 G:0 B:46
PMS: 173
C:0 M:69 Y:100 K:4
R:232 G:109 B:31
PMS: 1805
C:0 M:91 Y:100 K:23
R:191 G:49 B:26
PMS: 143
C:0 M:35 Y:85 K:0
R:251 G:176 B:64
PMS: 5125
C:65 M:86 Y:49 K:0
R:121 G:73 B:106
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INTERNAL
LOGO
There are specific uses for the In Wisconsin logo. When the In Wisconsin logo and the
In Wisconsin “Smile” logo appear, be sure to use the correct logo depending on the audience
and for the piece being created.
When In Wisconsin branding has not been established, use the “Smile” logo. If the “Smile”
logo does not work with the layout, use the Horizontal Primary.
“SMILE” LOGO:
HORIZONTAL PRIMARY:
“SMILE” LOGO / REVERSED:
HORIZONTAL PRIMARY / REVERSED:
The logo should always be reproduced from the original electronic file. The minimum size
that the “Smile” logo can be reproduced at is 1” x 1” while the minimum size the Horizontal
Primary logo can be reproduced at is 2” wide x 0.5” tall. Logos are provided in both Vector
(print) and JPEG (web) file formats.
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BRAND LOGO
SPACE
The In Wisconsin logo needs space to differentiate itself. Keeping an adequate space around
the logo equal to the height and width of the “in” maintains its power and readability. Do
not place the logo on top of a busy photo where it may be hard to see – use discretion
and best judgement. This rule is especially important when used with other logos or in
advertising.
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EXTERNAL:
CO-BRANDING
When creating extended use materials, the In Wisconsin Primary logo should be used
and the guidelines for proper logo spacing should be followed. (Please refer to page 7.)
When partnering the In Wisconsin Primary logo with another logo, the guidelines for
the proper spacing of the logo must be adhered to.
IN WISCONSIN PRIMARY:
LOGO PAIRING:
IN WISCONSIN PRIMARY / REVERSED:
LOGO PAIRING / REVERSED:
The logo should always be reproduced from the original electronic file.
Logos are provided in both Vector (print) and JPEG (web) file formats.
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EXTERNAL:
LOGO
ADOPTION
When creating a modified “Smile” or Horizontal Primary logo, the “Wisconsin Economic
Development Corporation” is to be replaced with the name of the modifying EDO.
DIN Regular in initial caps is to be used for the “Smile” logo, while DIN Bold Alt or
DIN Bold in all caps is to be used for the Horizontal Primary logo.
MODIFIED “SMILE” LOGO:
MODIFIED HORIZONTAL PRIMARY LOGO:
NORTHEAST
Northeast
MODIFIED “SMILE”
LOGO / REVERSED:
MODIFIED HORIZONTAL PRIMARY
LOGO / REVERSED:
NORTHEAST
Northeast
The logo should always be reproduced from the original electronic file.
Logos are provided in both Vector (print) and JPEG (web) file formats.
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BRAND LOGO
VIOLATIONS
The In Wisconsin logo was purposely built to attract attention to the piece and to the state.
Do your part to keep it that way. If you have a specific request or question regarding
logo usage, please contact the Marketing Department of WEDC.
IN
Do not change the logo color.
Do not change the typeface of the logo.
Do not change proportions of the logo.
Do not rotate the logo.
Do not change/distort the logo.
Do not add embellishmements to the logo.
10

ACTION LOGO
When creating an Action Logo, the paired element is to be one word, all caps in DIN Bold Alt
or DIN Bold font and placed within the circle of the In Wisconsin Primary logo. (Please refer
to page 8.)
When using the Action Logo, adhere to the guidelines for proper spacing of the logo.
(Please refer to page 7.)
When using the logo for target audiences outside of Wisconsin who may or may not know
the shape of the state, we recommend using the Action Logo that contains WISCONSIN to
avoid any confusion.
EXAMPLES OF AN ACTION LOGO:
PRODUCED
DRIVEN
ACTION LOGO VIOLATIONS:
PRODUCED
DR
IV E N
Do not change the placement
of the Action Logo.
Do not change the
typeface of the Action Logo.
Do not add additional
words to the Action Logo.
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IMAGES &
PHOTOGRAPHY
Photography for In Wisconsin pieces should always support the In Wisconsin proof points
including images that show specific industries, general business, the overall quality of life
and/or demonstrate collaboration among the people. In collateral materials, use only black
and white images. If a photo is not full-bleed, it must include a drop shadow and a 2-point,
white border.
PHOTOGRAPHY DROP SHADOW
Blending Mode: Normal
Opacity: 16%
Position:
Distance: .0196”
Angle: 90°
x offset: 0
y offset: .0196”
Options:
Size: .0694”
Spread: 0%
Noise: 0%
Check the box for “Objects
knocks out shadow”
INDUSTRY SPECIFIC IMAGES:
COLLABORATION IMAGES:
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GRAPHIC
ELEMENTS
The Hairline found on In Wisconsin materials must always be paired with the Graphic
Arrow. If an Internal logo is not used, “Wisconsin Economic Development Corporation”
should appear with the Graphic Arrow.
WISCONSIN ECONOMIC DEVELOPMENT CORPORATION
The Hairline must also have a 0.375-inch space from the top/bottom/side of the sheet.
Oversized quotation marks are to be used with In Wisconsin material in which a quote is
being offset for note.
CO-OP
MATERIALS
Creation of co-op materials is permitted, assuming they follow the guidelines set forth. If
you have any questions or would like WEDC to create your co-op materials, please contact
the Marketing Department of WEDC.
FOR MORE INFORMATION
Kelly Lietz
Vice President of Marketing
Kelly.lietz@wedc.org
608-210-6858
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