RIO REIMAGINED BRAND GUIDE
RIO REIMAGINED BRAND GUIDE
Overview- Championing the Rio Reimagined (“RIO”) Identity
The projects, events, strategic planning and collaboration of Rio Reimagined partners are the engine of the initiative, tangibly demonstrating the initiative’s objectives:
to connect Salt and Gila River corridor communities, to support equitable and sustainable development, and to restore, protect, and revitalize the corridor’s unique and precious habitat.
When partners reference or use the identity of the Rio Reimagined initiative in relation to a brand, project or program, the importance and strength of the collaborative regional initiative is leveraged and reinforced. To ensure that the identity and purpose of the Rio Reimagined initiative and its partnerships are clear, it is important that communication is:
EFFICIENT – leveraging our mutual resources productively and accurately
CONSISTENT – developing visual and contextual cues that help communicate the Rio Reimagined initiative to the public-at-large
EFFECTIVE – clear and understandable from a public perspective
Through more uniform communication, Rio Reimagined partners contribute to—and benefit from—the value of the brand. A shared identity gives partners elevated recognition and visibility as a regional cooperative, which adds value to the brand of each partner. A shared identity and messaging communicate a strong, collective vision.
This guide outlines the specific approaches for expressing these relationships and communicating about Rio Reimagined at a regional and local level to minimize public confusion and maximize impact and understanding of the work, engagement, progress and partners of the initiative. This Guide does not apply to any project or program that is unaffiliated or independent of the Rio Reimagined initiative.
Using these guidelines ensures each partner can leverage the Rio Reimagined identity for benefit without eroding its integrity or impact.
Rio Reimagined Partnership References
As a publicly recognized and trusted initiative, Rio Reimagined thrives on the diversity of perspectives and priorities of its supporting and strategic partner organizations. In an effort to clarify levels of engagement for the purposes of communication, messaging and overarching brand awareness, two primary partner categories have been identified. See below for characteristics of partner types.
Strategic Partner
A Rio Reimagined Strategic Partner is an organization that has a leadership role within the initiative, with shared decision making to advance shared goals, and in many instances, involves strategic collaboration. Strategic partners include the signatories to the 2018 Statement of Intent and members of the RIO Core Operations Team.
Supporting Partner
A Rio Reimagined Supporting Partner is an organization that is informally connected to the initiative with indirect engagement to advance mutual goals. A Rio Reimagined Supporting Partner often interacts with RIO to support co-branding or promotional purposes.
Referring to Rio Reimagined
When referring to Rio Reimagined in context of partner projects, events, and planning efforts, please use the following language:
Qualifying Strategic Partner Statement
[STRATEGIC PARTNER ORGANIZATION NAME] is a Strategic Partner of the Rio Reimagined river revitalization initiative. Through collaboration, shared vision, and unified action, we’re helping to shape a more vibrant, sustainable future for the communities along a 55-mile stretch of the Salt and Gila River corridor.
Strategic Partner Qualifier – Condensed
[STRATEGIC PARTNER NAME] is a Strategic Partner of Rio Reimagined.
Or, when referencing a specific partner project affiliated with Rio Reimagined:
[STRATEGIC ORGANIZATION PARTNER NAME]’s [NAME OF PROJECT] is undertaken in affiliation with Rio Reimagined.
Qualifying Supporting Partner Statement
[SUPPORTING PARTNER ORGANZATION NAME] is a Supporting Partner of the Rio Reimagined initiative—working together to champion the initiative’s work through collaboration, shared vision, and unified action, we’re helping to shape a more vibrant, sustainable future for the communities along a 55-mile stretch of the Salt and Gila River corridor.
Supporting Partner Qualifier – Condensed
[SUPPORTING ORGANIZATION PARTNER NAME] is a Supporting Partner of Rio Reimagined.
Using the Rio Reimagined Title
If a partner organization chooses to incorporate “Rio Reimagined” or “RIO” into the name of an event, project, or planning effort, the official Rio Reimagined logo or a spelled-out text version of the name (Rio Reimagined) or its abbreviation (RIO) should be used.
In instances where a partner organization’s event, project, or plan creates a distinct identity or sub-brand, the Rio Reimagined Inter font and qualifying statements (condensed or full) should be included to exemplify a relationship to the overarching initiative. When using the qualifying statement, placement should be clearly incorporated into the layout/design of promotional/communications materials so that it can be easily read and the relationship clearly understood.
Standardized Description for Rio Reimagined in Body Copy
When describing the Rio Reimagined initiative in body copy or other types of communications, please reference the initiative as follows:
Rio Reimagined is a regional initiative comprised of public, private, government, academic and nonprofit organizations working together to strengthen and connect communities, expand economic growth, and support the Salt and Gila Rivers’ ecosystem to shape a more vibrant, sustainable future for our communities and the rivers that connect us all.
Using “RIO” in Body Copy
The use of the abbreviation “RIO” in body copy should be capitalized and only be used after “Rio Reimagined” has been previously introduced in the document. For example:
The Rio Reimagined (RIO) initiative champions the transformation of the Salt and Gila rivers in the heart of the Valley, redefining our evolving relationship with water and reconnecting our communities to one another and the environment. As directed and defined by our community, the work of RIO is to cultivate public spaces that unite us, enrich people’s lives through access to open space and recreation, create opportunities for education, and promote diverse programming to inspire support for a healthy river ecosystem.
Rio Reimagined Hashtag
Please use the following hashtag when referencing the Rio Reimagined initiative in social media posts:
#RioReimagined
The Rio Reimagined Logo
The Rio Reimagined logo consists of a strictly typographical treatment. The primary logo version is light blue on a white background.
PMS: 2040-B
CMYK: C66 M20 Y7 K0
RGB: R77 G165 B77
HEX: #4da5d0
Minimum Sizing
When overlayed onto an image or color background the logo should be white. If the background color is a very light color a black or the light blue typographic version should be used. In all usage situations, please select the logo version that offers the most visual contrast against the background color and/or image. This ensures proper readability of the logo. No shadows or outlines should be use.
Logo Misuse
Please exercise care when using the Rio Reimagined logo. Do not modify, change or otherwise alter any of the logo elements
(color, typeface, proportions, etc.). See below for examples of misuse.
Partner Logo Lockup
Each organization’s brand constitutes a set of promises that people will associate with the initiative. Care must be taken to ensure that we are not misrepresenting either brand or causing confusion to agencies, organizations, and the public who engage with Rio Reimagined partnership. To support this, many cobranding instances will require the Rio Reimagined logo to be placed side by side with a partner or partners logo (“locked up”). The guidelines below outline the proper way to construct a lockup with the Rio Reimagined logo.
Initiative Lead/Host
When sharing information about a project, event, or planning effort that is hosted or lead by the Rio Reimagined initiative, it is important to lead with the initiative logo first, followed by the partner(s) logos to the right, separated by a vertical rule as follows:
Representing Strategic or Supporting Partnerships
When exemplifying your organization’s Rio Reimagined partnership in communication and/or promotional pieces, lead with your organization’s logo followed by a partnership qualifier with the Rio Reimagined logo as follows:
Strategic Partner Example
Supporting Partner Example
Color Palette
Below are the approved colors when designing Rio Reimagined event, project, or communications print or digital collateral.
Note secondary colors should be used sparingly to assist with information and design hierarchy.
Primary Colors
Secondary Colors
Typography
A systematic approach to typography will create a clear and consistent visual hierarchy, and will communicate a sense of clarity, order and structure. Note: The general rule is to use the RIO primary typeface for events, projects, communication primarily lead or/or representing the Rio Reimagined initiative.
Questions?
We appreciate your partnership and support in ensuring the integrity and clear understanding of the Rio Reimagined identity.
Should you have questions regarding appropriate messaging or visual treatment of Rio Reimagined, please do not hesitate to reach out to Rae Ulrich (rae.ulrich@asu.edu).
Please consider a 24–48-hour response time for all inquiries.
Questions?
We appreciate your partnership and support in ensuring the integrity and clear understanding of the Rio Reimagined identity.
Should you have questions regarding appropriate messaging or visual treatment of Rio Reimagined, please do not hesitate to reach out to Rae Ulrich (rae.ulrich@asu.edu).
Please consider a 24–48-hour response time for all inquiries.
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