This document provides guidelines for maintaining consistency in visual representations of the Mankato brand. It outlines the key elements of the Mankato brandmark (logo) including its colors and components. It specifies acceptable uses and formats of the brandmark including one and two color versions, minimum sizes, and prohibited uses. The document also provides details on the brand's fonts, photography style, co-branding guidelines, and more. The purpose is to ensure the brand is represented clearly and cohesively across all communications.

1. Brand Style Guide

2. Contents
Overview
3
The Brandmark
4
The Brandmark with Tagline
5
Clearspace
6
Color Palette
7
Brandmark Against Dark Background
8
Single Color with Screens
9
Two Color Versions
10
White on Color Backgrounds
11
The “Visit” Brandmark
12
The “Visit” Brandmark with Tagline
13
Wordmarks
14
Watermarks 15
Special Treatments
16
Minimum Sizes
17
Prohibited Use
18
Fonts 19
Photography 20
Co Branding
21
Application Styles
22

3. Overview
The Mankato brand summarizes Mankato as a compelling destination through the phrase, “Now Playing.” This is an experiential invitation which
captures the distinctive essence of the city and spirit of the area from a tourism and lifestyle perspective. The brand encapsulates Mankato’s
charm as a bike-friendly, small city with extensive scenic trails and uniquely blends them with its enriching cultural encounters and a vibrant
downtown.
The brand platform is a unifying umbrella under which we focus and prioritize our communications, product development, investment and
partnership outreach, as well as provide a foundation to leverage the marketing efforts of our partners and cross-city partnerships.
The purpose of this Brand Style Guide is to maintain brand consistency in all communications used to represent Mankato as a destination. It is
crucial that we speak with one clear voice so that our message is amplified to reach our audience. Although it is impossible to address all
conceivable interpretations of the Mankato Brand, this guide conveys key elements and style attributes for the most common expressions of the
brand.
The tools in this guide will help build Mankato’s brand equity, increasing interest in the city as a desirable destination for visitors and a proud
home for its residents.
3

4. The Mankato Brandmark (logo) is the
graphic nucleus from which all
marketing communications revolve. With
consistent exposure through consistent
visual communications, Mankato’s brand
equity will increase.
The Brandmark
There are several components of the
Mankato Brandmark:
8
6
1. The Mankato wordmark. Its color is
Midnight Blue, Pantone 540.
4
2
5
2. The Brand Symbol represents
a stylized bike rider. It suggests
movement and artistic expression.
3
3. The path or horizontal stroke. Its
color is Sky Blue, Pantone 2925.
1
4. The rider or swash. Its color is Sky
Blue, Pantone 2925.
5. The rear wheel or small ring. Its color
is Solar Orange, Pantone 137.
6. The chainset or dot. Its color is
Sweet Pink, Pantone 233.
7. The front wheel or large ring. Its
color is Apple Green, Pantone 376.
8. The overlap. Its color is Ivy Green,
Pantone 7483.
4
7

5. 1. The tagline. Its color is Apple Green,
Pantone 376.
The Brandmark with Tagline
1
5

6. A. Full color version without tagline.
Clearspace
B. Full color version with tagline.
1. A minimum clear space on all sides
of the Brandmark is measured by
the height of the letter “a” from the
Mankato wordmark.
The clearspace must be maintained
at all times. These areas must
never be invaded by other graphics,
borders or photographic elements.
1
The distance defined by the height
of the letter “a” represents the
minimum clearspace required
between the outer most elements
of the Brandmark and the definable
outer edge of a field or the nearest
edge of another graphic or visual
element.
A
In rare cases, low contrast patterns,
photographic elements or
watermarks may appear behind the
Brandmark but it is recommended
that all versions of the Brandmark
remain isolated.
B
6

7. 1. The brand color palette consists of
6 colors: Midnight Blue, Sky Blue,
Sweet Pink, Solar Orange, Apple
Green and Ivy Green.
Color Palette
1
2. The colors are derived from the
Pantone Matching System.
Name
2
Specification
3
4
5
6
7
Tints
CMYK
RGB
HEX
Greyscale
50%
30%
Midnight Blue
3. Each color may be reproduced as 4
screen tints.
PANTONE
540 C
20%
10%
50%
4. When printing using 4 color process,
the CMYK formulas must be
maintained.
30%
Sky Blue
PANTONE
2925 C
5. When digitally reproduced or
displayed electronically, the RGB
formulas must be maintained.
20%
10%
50%
30%
Sweet Pink
PANTONE
233 C
6. In web media, the Hex formulas (or
web safe RGB) will ensure accurate
representation.
20%
10%
50%
30%
Solar Orange
PANTONE
137 C
7. In Black and White applications, each
color can be represented as a screen
percentage of black as defined in
greyscale.
20%
10%
50%
30%
Apple Green
PANTONE
376 C
20%
10%
50%
30%
Ivy Green
PANTONE
7483 C
7
20%
10%
C = 100
M = 55
Y=0
K = 55
R=0
G = 55
B = 103
#003767
100%
C = 68
M = 34
Y=0
K=0
R = 80
G = 145
B = 205
#5091CD
40.46%
C = 11
M = 100
Y=0
K=0
R = 214
G = 12
B = 140
#DC0C8C
62.3%
C=0
M = 35
Y = 90
K=0
R = 251
G = 176
B = 52
#FBB034
30.55%
C = 50
M=0
Y = 100
K=0
R = 141
G = 198
B = 63
#8DC63F
26%
C = 85
M=0
Y = 100
K = 55
R=0
G = 98
B = 39
#006227
91.5%

8. The full color version of the Mankato
Brandmark may be used against dark
backgrounds, restricted to Midnight
Blue or Black. In either condition, the
wordmark shall be changed from
Midnight Blue to white. All other colors
remain unchanged.
Full Color Brandmark Against Dark Background
8
6
4
5
7
3
Option A: Midnight Blue background
A
Option B: Black background
1
1. The Mankato wordmark. Its color is
White.
2
2. The tagline. Its color is Apple Green,
Pantone 376.
3. The path or horizontal stroke. Its
color is Sky Blue, Pantone 2925.
8
6
4. The rider or swash. Its color is Sky
Blue, Pantone 2925.
4
5
5. The rear wheel or small ring. Its color
is Solar Orange, Pantone 137.
3
B
6. The chainset or dot. Its color is
Sweet Pink, Pantone 233.
1
2
7. The front wheel or large ring. Its
color is Apple Green, Pantone 376.
8. The overlap. Its color is Ivy Green,
Pantone 7483.
8
7

9. For single color applications it is
recommended that Midnight Blue or
Black be used.
Single Color with Screens
1
1
Option A: In single color applications,
the brandmarks may be reproduced
as various percentages of Midnight Blue.
2
3
1. 100% or solid.
3
2
A
2. 60% screen tint.
3. 30% screen tint.
1
Option B: In black and white
applications such as newsprint, the
brandmarks may be reproduced as
various percentages of Black.
3
4. 100% or solid.
4
5. 70% screen tint.
4
6. 40% screen tint.
Whenever possible, both single color
versions of the Brandmark must be
used over a white or an off-white
background.
6
6
5
B
4
6
9
5

10. Two color versions of the brandmark
may be used in rare cases. In either
example, Midnight Blue is the dominant
base color.
Two Color Versions
1
Option A
1. Midnight Blue
2. Apple Green
1
2
2
1
Option B
1. Midnight Blue
2. Sky Blue
A
1
Whenever possible, both two color
versions of the Brandmark must be
used over a white or an off-white
background.
2
1
2
2
1
B
1
2
10
1

11. When used in reverse over a colored
background, the Brandmark shall be
applied as opaque white with screen
tints.
White on Color Backgrounds
1. White over Black
2. White over Midnight Blue
3. White over Sky Blue
4. White over Apple Green
5. White over Solar Orange
1
2
3
4
5
6
6. White over Sweet Pink
11

12. The Mankato Brandmark is the graphic
nucleus from which all marketing
communications revolve. With
consistent exposure through consistent
visual communications, Mankato’s brand
equity will increase.
The “Visit” Brandmark
8
There are several components of the
Mankato Brandmark:
6
5
1. The Visit Mankato wordmark. Its color
is Midnight Blue, Pantone 540.
2
2. The Brand Symbol represents
a stylized bike rider. It suggests
movement and artistic expression.
4
7
3
3. The path or horizontal stroke. Its
color is Sky Blue, Pantone 2925.
1
4. The rider or swash. Its color is Sky
Blue, Pantone 2925.
5. The rear wheel or small ring. Its color
is Solar Orange, Pantone 137.
6. The chainset or dot. Its color is
Sweet Pink, Pantone 233.
7. The front wheel or large ring. Its
color is Apple Green, Pantone 376.
8. The overlap. Its color is Ivy Green,
Pantone 7483.
12

13. 1. The tagline. Its color is Apple Green,
Pantone 376.
The “Visit” Brandmark with Tagline
1
13

14. Wordmarks are isolated font-only
versions of the brandmarks. They are
typically used for applications that are
restrictive in area or when a subtle
representation is required.
Wordmarks
Option A: The Mankato wordmark
Option B: The Visit Mankato wordmark
A
B
14

15. Using watermarks is a subtle way to add
an understated signature to a visual
element. We recommend that this effect
be restricted to wordmarks only.
Full Brandmarks should never be used
as watermarks.
Watermarks
Option A: 50% white watermark against
a watercolor texture.
Option B: 50% white watermark against
a solid colored background.
A
B
15

16. In rare cases such as a specific ad
campaign or logo apparel, the wordmark
may be reproduced in multiple colors
from the color palette.
Special Treatments
We recommended that this version not
be used pervasively. It should only be
used in rare occasions.
The word ”Minnesota” may be paired
with this wordmark when applied to
items that may find their way out of
state and seen by people who may not
know where Mankato is.
See application example on page 28.
16

17. 1. The minimum size of the Mankato
Brandmark with the tagline should
be no less than 5/8” from the left
edge of the “M” to the right curved
edge of the “o”.
Minimum Sizes
2. The minimum size of the Mankato
Brandmark without the tagline
should be no less than 9/16” from
the left edge of the “M” to the right
curved edge of the “o”.
5/8"
3. The minimum size of the Mankato
wordmark should be no less than
9/16” from the left edge of the “M”
to the right curved edge of the “o”.
1
4. The minimum size of the Visit
Mankato Brandmark with the tagline
should be no less than 5/8” from
the left edge of the “M” to the right
curved edge of the “o”.
9/16"
2
5. The minimum size of the Visit
Mankato Brandmark without the
tagline should be no less than 9/16”
from the left edge of the “M” to the
right curved edge of the “o”.
3/8"
6. The minimum size of the Visit
Mankato wordmark should be no
less than 3/8” from the left edge of
the “M” to the right curved edge of
the “o”.
3
17
5/8"
4
9/16"
5
3/8"
6

18. 1. Under no circumstances shall users
of Mankato Brandmark rearrange or
make any alterations to its parts.
Prohibited
2. The color arrangement of the
Brandmark shall never be rearranged
or changed in any way. This includes
adding halos, outlines, gradient
blends or drop shadows.
3. No element of the Brandmark shall
be removed.
2
1
3
4. Single color versions of the
Brandmark shall not deviate from
those specified on page 8.
5. The Brandmark must never be
placed against a textured background
other than a low contrast photo
image or a white/off-white texture.
4
5
6
8
6. The Brandmark shall never be used
against a photo image background
that has competing, high contrast
visual elements that invade the clear
space.
9
7. The Brandmark shall never be
used as a third party identity.
8. The full Brandmark shall never be
used as a watermark.
7
9. The 6 color Brandmark must never
be placed against a colored
background other than white or
off-white.
Come to
10.When the Brandmark is used with
isolated imagery, it must never be
obstructed or obscured.
11
12
11.Never use the Brandmark in a
sentence.
12.Never rotate the Brandmark
or use it in a fixed, vertical format.
to get away!
10
18

19. The font used in both the Mankato
and Visit Mankato wordmarks is a
customized derivative of several
calligraphic styles.
Fonts
1. The tagline is derived from Annifont
Italic. It has been altered from its
original design to suit the needs of
the Brandmark.
Annifont Italic
1
2. When creating headlines, sub-heads,
captions or body text on printed
collateral and signage, the Formata
font family shall be used.
ABCDEF
abcdef123
Formata Regular
Formata Regular
Formata Regular Italic
ABCDEF
abcdef123
ABCDEF
abcdef123
ABCDEF
abcdef123
ABCDEF
abcdef123
Formata Medium
Formata Medium Italic
Formata Bold
Formata Bold Italic
ABCDEF
abcdef123
ABCDEF
abcdef123
ABCDEF
abcdef123
ABCDEF
abcdef123
Tahoma Regular
3. When Formata is not available on
a computer that is used for general
communication, Tahoma may
be used as a substitute. When
creating HTML (Hyper Text Markup
Language) in web environments,
the Tahoma font family shall be
used exclusively. This is considered a
“web-safe” font.
Formata Italic
Tahoma Bold
ABCDEF
abcdef123
ABCDEF
abcdef123
2
3
4. Messages on Vehicular Guide Signs
should use Wayfinding Sans
Condensed Bold.
Wayfinding Sans Condensed Bold
4
19
ABCDEF
abcdef123

20. Photographic imagery must be
professional and simple in composition.
When possible, images should be
composed or cropped to accommodate
overlaying, reversed text.
Photography
Images should capture the distinctive
essence of the city of Mankato.
They should be vivid in color and
represent positive energetic experiences.
Some images should include individuals
engaging in bike-related activities, winter
sports, trail exploration, theater and
live entertainment.
Symbolic visual references to
professional football should be used to
avoid potential professional team
license infringement.
20

21. There will be opportunities where
partners will want to use the Brandmark
in conjunction with their logo. In these
instances it will be crucial to control the
use of the Brandmark when paired with
3rd party logos.
Co-branding
X
1. The Brandmark is used in an
inline pairing with a 3rd party logo,
centered either vertically below
or horizontally to the right.
1
3rd Party
Logo
2
4
2. In horizontal pairings, separate the
3rd party logo and the Brandmark
with a black vertical rule at a distance
from each logo equal to the width
of the letter “n” from the Mankato
wordmark. The vertical rule’s height
is equal to the height of the 3rd
party logo (X).
Y
1
3. In vertical pairings, separate the
3rd party logo and the Brandmark
with a black vertical rule at a distance
from each logo equal to the width
of the letter “n” from the Mankato
wordmark. The vertical rule’s length
is equal to the length of the 3rd
party logo (Y).
3rd Party
Logo
3
4. The height of a 3rd party logo is
equal to the height of the
Brandmark (X).
5. The length of a 3rd party logo (Y)
may exceed the length of the
Brandmark as long as its height
remains equal to X.
21
5

22. Application Styles
The following examples demonstrate recommended design styles to consider when developing any branded items that incorporate the
Mankato Brand and its graphic properties. It is important that all visual communications maintain consistent characteristics as illustrated in this
Style Guide in order to grow and maintain a strong Brand Equity.
22

23. Coffee Cup
23

24. Street Banners
24

25. Gateway Sign
25

26. Wayfinding Signs
City Hall
Spring Lake Park
Golf
Restrooms
Ahead this block
Off Main Store
Trinkets & Treasures
1 Blocks North
ABC Restaurant
il
Tra
Orange
Trail
American Cuisine
en
Gre
Ahead this block
XYZ Cafe
Coffee & Sandwiches
Sed pulvinar, felis id
consectetuer malesuada,
enim nisl mattis elit, a
facilisis tortor nibh quis
leo. Sed augue lacus,
pretium vitae, molestie
eget, rho
2 Blocks North
Side Street Shop
Fine gifts for everyone
2 Blocks North
Directory
Off Main Store
Trinkets & Treasures
1 Blocks North
ABC Restaurant
American Cuisine
Ahead this block
XYZ Cafe
Coffee & Sandwiches
2 Blocks North
Vehicular Guide Sign
26
Information Kiosk
Trailblazer
Pedestrian
Guide Sign

27. Pop-up Display
27

28. Brochures
visitmankato.com
gulfshores.com
gul
28
fsh
ore
s.co
m

29. Apparel
29

30. Website Home Page
Restaurants
Tr
ails
Shopping
Beauty & Wellness
P ormances
erf
Worship
Government
Business
Education
Events
Trail Option 1
Performance Option 1
Event Option 1
Trail Option 2
Performance Option 2
Event Option 2
Trail Option 3
Performance Option 3
Event Option 3
Trail Option 4
Performance Option 4
Event Option 4
Trail Option 5
Performance Option 5
Event Option 5
Cras dictum. Maecenas ut turpis. In
vitae erat ac orci dignissim eleifend.
Nunc quis justo. Sed vel ipsum in
purus tincidunt pharetra. Sed pulvinar,
felis id consectetuer malesuada, enim
nisl mattis elit, a facilisis tortor nibh
quis leo.
Event Option 6
This is a legal disclaimer statement written to protect the visitmankatomn web.site and its content
30
Contact Us

31. Business Cabinet
Anna Thill, President
One Civic Center Plaza, Suite 200
Mankato, MN 56001
One Civic Center Plaza, Suite 200
Mankato, MN 56001
One Civic Center Plaza, Suite 200
Mankato, MN 56001
Phone: 507.385.6664
Fax: 507.345.8376
athill@visitmankato.com
visitmankato.com
31
Phone: 507.385.6664
Fax: 507.345.8376
athill@visitmankato.com
visitmankato.com

32. Print Advertising: Small Space
Low traffic, bike friendly roads
Miles of paved trails
Established scenic routes
Great trails for mountain bikers
visitmankatomn.com
32

33. Print Advertising: Quarter to Half Page
It’ all so close
s
Take the challenge of our scenic trails, cycling
events, and downhill slopes, then unwind in our
vibrant downtown enjoying headliner concerts,
theater, art and lively night entertainment.
visitmankatomn.com
33
Scan me with your
smart phone

34. Print Advertising: Full Page, Leisure Market
We’re just 70 miles from the Twin Cities in a
picturesque river valley. It’s so easy to take
the challenge of our scenic trails, cycling
races and downhill slopes, then unwind in
our vibrant downtown enjoying headliner
concerts, theater, museums, art and lively
night entertainment.
visitmankatomn.com
34

35. Print Advertising: Full Page, Meeting & Conventions
We’re just 70 miles from the Twin Cities
with hotels close to the compact City Center
Convention Campus. When your meeting’s
finished it’s so easy to take the challenge of
our downhill slopes, scenic trails, and cycling
races, then unwind in our vibrant downtown
enjoying headliner concerts, theater, art and
lively night entertainment.
visitmankatomn.com
35

36. PowerPoint Slide Templates
Slide Set 2
Title slide
Alternate Title slide
36
Slide Set 1