Lake Nona Region Brand Exploration

BRAND STANDARDSFIELD GUIDE

BASIC STUDIES IN GRAPHIC CONTINUITY

Intro Th is fi eld guide has been created to

educate the talented Lake Nona team on the fundamentals for using the

Lake Nona corporate identity. Basically, this is a rule book that details the way our

documents and logos should look.

Sounds boring, right? Well, we hope not. We’ve tried to make this little booklet as simple, entertaining, enlightening and useful as possible. Keeping uniform design standards is, and will continue to be really, really important as Lake

Nona grows. Consistent design projects professionalism to our stakeholders, and it increases the value of the Lake Nona

brand. Plus, it just looks better.

Intro Th is fi eld guide has been created to

educate the talented Lake Nona team on the fundamentals for using the

Lake Nona corporate identity. Basically, this is a rule book that details the way our

documents and logos should look.

Sounds boring, right? Well, we hope not. We’ve tried to make this little booklet as simple, entertaining, enlightening and useful as possible. Keeping uniform design standards is, and will continue to be really, really important as Lake

Nona grows. Consistent design projects professionalism to our stakeholders, and it increases the value of the Lake Nona

brand. Plus, it just looks better.

HEALTH&

WE

LL

NE

SS

LIFEEXPERIENCE

ST

YL

E

P R OS

PE

RI T

Y

S U S TA I N A B I L I T Y

LE

AR

NI N

G

Since this fi eld guide is about design, what better place to start than the design of the Lake Nona development. It is a huge community, and we will be building here for years and years and years to come. So it becomes incredibly important to adhere to a vision and mission that can stay in place throughout the life of the project. At Lake Nona, our vision and mission is to:

Create the ideal place to inspire human potential through innovative collaboration.

Well, how do you stay on point with such a lofty mission and vision? Th e major tool we’ve developed is a fi lter system known as the Essential Elements. All of the elements listed below must be addressed in the design of ALL Lake Nona initiatives. Th is system forces us to view projects with a holistic mindset and guides us as we strive to create this ideal place.

Essential Elements

LAKE NONA’S SIX ESSENTIAL ELEMENTS

SUSTAINABILITY -- growing and maintaining a thriving and balanced community through stewardship of the environment.

PROSPERITY -- maximizing benefi cial economic impact on owners, partners, residents and neighbors.

STYLE -- exemplifying a distinctive signature that is thoughtful, artistic and elegant.

LIFE EXPERIENCE -- enhancing the enjoyment of our diverse population through activities, events and conveniences.

HEALTH & WELLNESS -- advancing the well being of the mind, body and spirit.

LEARNING -- promoting intellectual development and the advancement of knowledge.

HEALTH&

WE

LL

NE

SS

LIFEEXPERIENCE

ST

YL

E

P R OS

PE

RI T

Y

S U S TA I N A B I L I T Y

LE

AR

NI N

G

Since this fi eld guide is about design, what better place to start than the design of the Lake Nona development. It is a huge community, and we will be building here for years and years and years to come. So it becomes incredibly important to adhere to a vision and mission that can stay in place throughout the life of the project. At Lake Nona, our vision and mission is to:

Create the ideal place to inspire human potential through innovative collaboration.

Well, how do you stay on point with such a lofty mission and vision? Th e major tool we’ve developed is a fi lter system known as the Essential Elements. All of the elements listed below must be addressed in the design of ALL Lake Nona initiatives. Th is system forces us to view projects with a holistic mindset and guides us as we strive to create this ideal place.

Essential Elements

LAKE NONA’S SIX ESSENTIAL ELEMENTS

SUSTAINABILITY -- growing and maintaining a thriving and balanced community through stewardship of the environment.

PROSPERITY -- maximizing benefi cial economic impact on owners, partners, residents and neighbors.

STYLE -- exemplifying a distinctive signature that is thoughtful, artistic and elegant.

LIFE EXPERIENCE -- enhancing the enjoyment of our diverse population through activities, events and conveniences.

HEALTH & WELLNESS -- advancing the well being of the mind, body and spirit.

LEARNING -- promoting intellectual development and the advancement of knowledge.

Th at Wavy LogoTh e Lake Nona “region” logo was created in 2006, as a way to diff erentiate the real estate holdings outside of the established country club. Th e logo is modern, and a bit less formal than the script of its country club cousin. Th e graphic element of the waves is a less than subtle reference to the lake. Get it? Th is has sometimes led it to be called “that wavy logo.”

Now for how to use it. Th e guide on the left shows all of the approved Lake Nona logos.

Th e logo looks the best when it is surrounded by what graphic designers call white space. White space is not necessarily white, but means that the area around the logo is free from clutter. Take a look at the logo on the cover and the inside page of this fi eld guide. You’ll notice that a “small” logo sits by itself in a fi eld of open space. Don’t worry. It doesn’t get lonely. In fact, we all could use a little extra space sometimes.

I like-a my space.

4-COLOR

60% BLACK -or- PMS COOL GRAY 10

1-COLOR (BLACK)

GRAYSCALE

REVERSE

Th at Wavy LogoTh e Lake Nona “region” logo was created in 2006, as a way to diff erentiate the real estate holdings outside of the established country club. Th e logo is modern, and a bit less formal than the script of its country club cousin. Th e graphic element of the waves is a less than subtle reference to the lake. Get it? Th is has sometimes led it to be called “that wavy logo.”

Now for how to use it. Th e guide on the left shows all of the approved Lake Nona logos.

Th e logo looks the best when it is surrounded by what graphic designers call white space. White space is not necessarily white, but means that the area around the logo is free from clutter. Take a look at the logo on the cover and the inside page of this fi eld guide. You’ll notice that a “small” logo sits by itself in a fi eld of open space. Don’t worry. It doesn’t get lonely. In fact, we all could use a little extra space sometimes.

I like-a my space.

4-COLOR

60% BLACK -or- PMS COOL GRAY 10

1-COLOR (BLACK)

GRAYSCALE

REVERSE

Squeeze it - too skinny Squash it - too fat

Use a different color Turn it sideways

Stack elements Remove elements

Create new logos Cut it off

Use as a watermark element. It will make the type and the logo hard to read (especially when it’s stuck behind Latin text)

DO

NO

TPOP QUIZ!You’re almost halfway through with this fi eld guide. So it’s a about time we tested your newly acquired knowledge. Break out that No. 2 pencil and answer the following questions:

1. Th e Lake Nona region logo was developed to: a. Diff erentiate from the Golf & Country Club b. Look great on T-Shirts c. Ward off the Nona-wannabees d. Find a use for that special shade of blue

2. Th e Lake Nona logo should be surrounded by: a. White space b. A moat c. Wild turkeys d. A 210-foot wide, 6-lane divided highway

3. Why shouldn’t you squeeze the logo? a. It ruins the subtle aesthetics, man b. It turns the water into a maelstrom c. Water cannot be compressed (we’re science-y like that) d. Um . . . does the name Mr. Wipple mean nothing to you?

Answers: 1. a , 2. a. 3 a -- seems like a pattern of some sort.

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Remember to play nicely with the logo.

Squeeze it - too skinny Squash it - too fat

Use a different color Turn it sideways

Stack elements Remove elements

Create new logos Cut it off

Use as a watermark element. It will make the type and the logo hard to read (especially when it’s stuck behind Latin text)

DO

NO

T

POP QUIZ!You’re almost halfway through with this fi eld guide. So it’s a about time we tested your newly acquired knowledge. Break out that No. 2 pencil and answer the following questions:

1. Th e Lake Nona region logo was developed to: a. Diff erentiate from the Golf & Country Club b. Look great on T-Shirts c. Ward off the Nona-wannabees d. Find a use for that special shade of blue

2. Th e Lake Nona logo should be surrounded by: a. White space b. A moat c. Wild turkeys d. A 210-foot wide, 6-lane divided highway

3. Why shouldn’t you squeeze the logo? a. It ruins the subtle aesthetics, man b. It turns the water into a maelstrom c. Water cannot be compressed (we’re science-y like that) d. Um . . . does the name Mr. Wipple mean nothing to you?

Answers: 1. a , 2. a. 3 a -- seems like a pattern of some sort.

Giat alisl in volor sequamet, suscin et volor sed dolestie min hent nim delesequat. Ci tat. Rostrud molortions nummodo consenit luptatis ectem quam velit nullaore velissectet ulla feum do ectem duis nit pratuer iriustin hendreet nonsed moluptat, verat ad doluptat. Amcommo loreet duisim ex et, qui bla consecte mod tat. Um dolese tet praesenim deliquat. Ut nibh eugiat praestis essi blaUptat ipsumsan hendipis nim adionsequat. Ut ad tat. Unt acinim vul-laorem vel ut alis nibh ea faccummy nulla augait luptat

Remember to play nicely with the logo.

OK, so you’ve got the logo down. Now you’re probably ready to use some of our cool fonts and colors. Just take a gander down this page, and you’ll fi nd our offi cial Nona fonts and colors. And although no one can deny the aesthetic power of fuchsia, we strongly urge that you stick with these fonts and colors.

Offi cial fonts:AvenirABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzAvenir is a stylistic linear font (see, it already sounds smart). It is clean and modern (and looks really good on our signs). It can be used for the main text of your document as well as for headlines. This font is probably not installed on your computer, so you’ll have to ask a friend in marketing to get it for you if you need it.

GaramondABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzGaramond has those interesting little serifs hanging off the letters, and is a nice compliment to its modern friend, Avenir. Use garamond for main text in correspondence and proposals (business, not marriage).

. . . but if you’re in a bind and can’t fi nd our cool fonts, you can use these cheap imitations.

Gill Sans MT (. . . it kind of looks like Avenir)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

TimesNewRoman (the old reliable, used in many a legal document . . zzzzz )ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Colors & Fonts

LAKE NONA BLUE

PMS 691

R 0 / G 88 / B 143

C96 / Y5 / M53 / K24

PMS 7458C 52 / Y 3 / M 6 / K 7

‘NONA BLUE’

R 105 / G 187 / B 213

C 0 / Y 5 / M 25 / K 0

‘NONA YELLOW’

PMS 7401

R 255 / G 238 / B 198

PMS 7416‘NONA SALMON’

C 0 / Y 69 / M 65 / K 0

R 243 / G 114 / B 91

COOL GRAY 10

C 0 / Y 0 / M 0 / K 6 0

‘NONA GRAY’

R 129 / G 131 / B 13 2

the colors of nona

OK, so you’ve got the logo down. Now you’re probably ready to use some of our cool fonts and colors. Just take a gander down this page, and you’ll fi nd our offi cial Nona fonts and colors. And although no one can deny the aesthetic power of fuchsia, we strongly urge that you stick with these fonts and colors.

Offi cial fonts:AvenirABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzAvenir is a stylistic linear font (see, it already sounds smart). It is clean and modern (and looks really good on our signs). It can be used for the main text of your document as well as for headlines. This font is probably not installed on your computer, so you’ll have to ask a friend in marketing to get it for you if you need it.

GaramondABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzGaramond has those interesting little serifs hanging off the letters, and is a nice compliment to its modern friend, Avenir. Use garamond for main text in correspondence and proposals (business, not marriage).

. . . but if you’re in a bind and can’t fi nd our cool fonts, you can use these cheap imitations.

Gill Sans MT (. . . it kind of looks like Avenir)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

TimesNewRoman (the old reliable, used in many a legal document . . zzzzz )ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Colors & Fonts

LAKE NONA BLUE

PMS 691

R 0 / G 88 / B 143

C96 / Y5 / M53 / K24

PMS 7458C 52 / Y 3 / M 6 / K 7

‘NONA BLUE’

R 105 / G 187 / B 213

C 0 / Y 5 / M 25 / K 0

‘NONA YELLOW’

PMS 7401

R 255 / G 238 / B 198

PMS 7416‘NONA SALMON’

C 0 / Y 69 / M 65 / K 0

R 243 / G 114 / B 91

COOL GRAY 10

C 0 / Y 0 / M 0 / K 6 0

‘NONA GRAY’

R 129 / G 131 / B 13 2

the colors of nona

Nonaology

You’ve seen the billboards, visited the website, ridden the bus . . . walked into Rob’s offi ce. But you’re still looking for more. What is this “Nonaology?” Quite simply, Nonaology is the study of all things Lake Nona. OK, it’s also a clever ad campaign and marketing platform.

Nonaology was unveiled in the spring of 2007 and was developed by the Nona marketing staff and a local advertising agency, Push. Th e campaign is quite diff erent from the normal work done by developers (but we aren’t a “normal developer,” are we). It is smart, quirky, and can be “out there” at times. But it has a unique personality that lets it stand out wherever it’s seen - which is the point.

Nonaology

You’ve seen the billboards, visited the website, ridden the bus . . . walked into Rob’s offi ce. But you’re still looking for more. What is this “Nonaology?” Quite simply, Nonaology is the study of all things Lake Nona. OK, it’s also a clever ad campaign and marketing platform.

Nonaology was unveiled in the spring of 2007 and was developed by the Nona marketing staff and a local advertising agency, Push. Th e campaign is quite diff erent from the normal work done by developers (but we aren’t a “normal developer,” are we). It is smart, quirky, and can be “out there” at times. But it has a unique personality that lets it stand out wherever it’s seen - which is the point.

Using the Brand Standards

9801 Lake Nona Road, Orlando, Florida 32827407-851-9091 fax: 407-859-0436

LearnLakeNona.com

9801 Lake Nona Road, Orlando, Florida 32827LearnLakeNona.com


Joe NonaJob Title Here

9588 Narcoossee Road, Orlando, Florida 32827407-888-6500 direct: 407-816-6666

cell: 407-247-1111 fax: 407-859-0436email: [email protected]

LearnLakeNona.com

9801 Lake Nona Road, Orlando, FL 32827LearnLakeNona.com

If you’ve made it this far, you can now consider yourself educated on the Lake Nona brand standards. You know that our logo should never be squashed, or red, or, shudder to think, watermarked behind text (especially Latin text). You also know that Avenir and Garamond are the way to go, and that things aren’t just blue, they are Lake Nona Blue PMS 691. It’s exciting stuff , right?

And while you might be tempted to run out and create some new documents, the good news is that the Marketing Department has created templates for almost any document you could need. From letters, to memos, to labels, to PowerPoint templates, we’ve got them all. And here’s the best part . . . it’s all free for the asking.

We also encourage you to utilize the department if you need something designed (say a book cover for the monthly fi nancials binder, or a SPMP for Lake Nona Village). No one is more familiar with the standards than our marketing team. And nothing makes us happier than creating a new document for our brand standards library (. . . . we’re serious).

letterhead

cards

PowerPoint

labels


Using the Brand Standards

9801 Lake Nona Road, Orlando, Florida 32827407-851-9091 fax: 407-859-0436

LearnLakeNona.com



Joe NonaJob Title Here

9588 Narcoossee Road, Orlando, Florida 32827407-888-6500 direct: 407-816-6666

cell: 407-247-1111 fax: 407-859-0436email: [email protected]

LearnLakeNona.com


If you’ve made it this far, you can now consider yourself educated on the Lake Nona brand standards. You know that our logo should never be squashed, or red, or, shudder to think, watermarked behind text (especially Latin text). You also know that Avenir and Garamond are the way to go, and that things aren’t just blue, they are Lake Nona Blue PMS 691. It’s exciting stuff , right?

And while you might be tempted to run out and create some new documents, the good news is that the Marketing Department has created templates for almost any document you could need. From letters, to memos, to labels, to PowerPoint templates, we’ve got them all. And here’s the best part . . . it’s all free for the asking.

We also encourage you to utilize the department if you need something designed (say a book cover for the monthly fi nancials binder, or a SPMP for Lake Nona Village). No one is more familiar with the standards than our marketing team. And nothing makes us happier than creating a new document for our brand standards library (. . . . we’re serious).

letterhead

cards

PowerPoint

labels


ABRIDGEDVERSION

PLEASE CONTACT THE LAKE NONA INFORMATION CENTER FOR ALL OF

YOUR MARKETING NEEDS:

407-888-6500

Documents

Lake Nona Region Brand Exploration