Académique Documents
Professionnel Documents
Culture Documents
Table of Contents
Message Options
If you have any questions while using these
guidelines, contact 612.767.8000. Document Structure / Stationery
Business Cards
Vision and Mission
Statement
Black + White Signature Reverse Signature The Signature must include the trademark symbol
(TM) at all times.
Incorrect Usage
Clear Space and Size Restrictions
Color Palette
The secondary color palette represents the qualities
of Minneapolis. The two orange shades represent the
vibrant, pulsing attitude of the city. The blue, green and
dark neutral shades reflect the city’s natural elements.
Pantone 2915 Pantone 577
CMYK: 65-C, 8.5-M, 0-Y, 0-K CMYK: 23.5-C, 0-M, 51-Y, 11.5-K
RGB: 119-R, 184-G, 215-B RGB: 164-R, 190-G, 98-B
#77B8D7 #A4BE62
Color Palette
Please refer to the marketing department for the
actual PANTONE color chips to accurately match
and reproduce Meet Minneapolis colors.
Primary Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZ The primary typeface for all Meet Minneapolis
abcdefghijklmnopqrstuvwxyz 0123456789
materials and signage is Bryant Pro. Bryant Pro
should be used for headlines, subheads and for
Bryant Pro Bold Alt 2 minimal amounts of copy. Bryant Pro is casual
and friendly, yet unmistakably modern, just like
ABCDEFGHIJKLMNOPQRSTUVWXYZ Minneapolis.
abcdefghijklmnopqrstuvwxyz 0123456789
Bryant Pro Medium Alt 2
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz 0123456789
Bryant Pro Regular Alt 2
Secondary Typography
ABCDEFGHIJKLMNOPQRSTUV WXYZ Locator is the secondary typeface to be used for larger
abcdefghijklmnopqrstuvwxyz 0123456789 blocks of copy. Locator has a tighter, cleaner line and
a squared edge that nicely complements the rounded
Locator Light
look of Bryant Pro.
abcdefghijklmnopqrstuvwxyz 0123456789
Locator Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Regular
Tone, Voice & Usage
CONTENT
Fast + Friendly
Remember that people are hit with more than
3,000 marketing messages each day. They’ve
become quite good at tuning out irrelevant or
poorly delivered messages. Our writing needs
to get to the relevant information quickly,
but not tersely. Part of our differentiation in
Minneapolis is that we are friendly.
So, our writing needs to hit home with speed
and warmth.
Smart + Sincere
Intelligence also is a differentiator for
Minneapolis. Our love of education and
wealth of technology-driven companies
paints the picture of a very smart population.
This deep-rooted intelligence blends with our
natural modesty and earnestness to evoke
a strong feeling of sincerity. So, just like the
people who live and work here, our writing
should reflect intelligence and sincerity.
Consistent + Compelling
It’s important that communications flowing
from Meet Minneapolis are consistent.
But please do not mistake consistency for
redundancy. Be consistent in style and overall
message, but let the particular preferences
of your audience drive the way you speak
to them. Redundancy is not compelling.
Consistency is. Use your voice, incorporate
your passion and write for your audience.
STYLE + TONE
Fast + Friendly
When people approach us — whether
in person, on the phone or on the Web —
we respond quickly. And we’re warm
and engaging. Not like a desperate, clichéd
salesperson, but like we’re meeting the
friend-of-a-friend for the first time. Our
writing should reflect this.
Smart + Sincere
Minneapolis is developing a reputation
for leadership in some key areas, such as
healthcare technology and green engineering.
We also are known for great education from
grade school to grad school.
USAGE
It’s not just an invitation; the name of our
organization is Meet Minneapolis. When
asked where you work, you reply, “I work for
Meet Minneapolis.” We answer our phone,
“Good afternoon, Meet Minneapolis. How
can I help you?”
VOICE MAIL
Slightly formal
“Hi, you’ve reached NAME, [title, if you feel
it’s necessary] with Meet Minneapolis. I’m
sorry I missed your call, but please leave a
message and I’ll get back to you just as soon
as possible. Thanks for calling Minneapolis.
I’ll talk with you soon!”
Descriptive
“Hi there. You’ve reached NAME with Meet
Minneapolis. I’m out of the office showing
clients our amazing city. So sorry I missed
you. Please leave a message and I’ll get back
to you soon. Thanks for calling Minneapolis,
[INSERT RANKING HERE].”
To the point
“Hi, you’ve reached NAME with Meet
Minneapolis. So sorry I missed you but I
look forward to talking soon. Please leave a
message and I’ll get back to you. Thanks for
calling Minneapolis.”
OUT-OF-OFFICE ASSISTANT
Site/Fam tour
So sorry I missed you! I’m out with clients
showing them our great city. I’ll be back in the
office [DATE]. I’ll be sure to get back to you at
that time. If you need something right away,
please contact [NAME, CONACT INFO].
Traveling on business
Greetings from Minneapolis, [INSERT
RANKING HERE]. I’m out of the office
attending [NAME OF SHOW/REASON FOR
TRIP]. I’ll get back to you quickly when I
return. If you need something immediately,
[NAME] will be happy to help. He/she can be
reached at [CONTACT INFO].
On vacation
So sorry I missed you! I’m on vacation right
now, but can’t wait to get back to Minneapolis.
I look forward to responding to your email
soon. If you need something right away,
[NAME] can help you. Contact him/her at
[CONTACT INFO].
.75” .75”
Stationery Package
Letterhead, envelope
All copy should be set in 10 pt. Helvetica Regular over
12.5 pt. leading (line spacing).
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inter perfectos veteresque referri debet an inter vilis atque novos. Excludat iurgia finis, est vetus atque probus, centum qui perficit
annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit. Veteresne poetas, an quos et praesens et postera
respuat aetas. Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iunior anno.
Utor permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, dum cadat elusus ratione ruentis acervi, qui
redit in fastos et virtutem aestimat annis miraturque nihil nisi quod libitina sacravit. Ennius et sapines et fortis et alter homerus,
ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia pythagorea. Naevius in manibus non est et mentibus haeret
paene recens.
Sincerely,
Jane Smith
fold fold
.5”
.5”