Make Chicago the Top Global Destination.

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1 Styleguide

2 our vision our mission Make Chicago the Top Global Destination. The Chicago Convention & Tourism Bureau is the premier sales and marketing organization that promotes Chicago s world-class assets to global leisure travel and convention business to ensure the economic vitality of the City and its member business community. Table of Contents Our Vision Our Mission 1 Our Voice 2 Our City 4 Our Brand 23 Contacts 26 1

3 our voice Bold, Confident, Fearless, Innovative, Modern. 2 3

4 our city This is the place we call HOME 4 5

5 Ni Hao Witaj Chio Yasou Guten Tag Shalom Hi Hello Buon Giorno Hola The real DNA of Chicago starts with the people. Along with warm, friendly greetings you ll find over 200 unique neighborhoods in Chicago representing more than 100 countries. 6 7

6 Getting here is easy. leaving is the hard part. Over 2,900 daily nonstop flights from all over the world, and once you re on the ground there s one of the nation s premier transportation networks awaiting your arrival. Tallest building in America. Best restaurant in America. Best theater in America. Not only is Chicago racking up world-class accolades, but you just won t find a friendlier, more livable big city. 8 9

7 photo: Tanja-Tiziana / The Ledge Jumping Chicago has great works of art in watercolor. And steel. If you have an interest, chances are Chicago has a museum to satisfy it. From the Art Institute, which has the largest post-impressionist and impressionist collections outside of the Louvre to The Field Museum, home to the most complete T.rex skeleton ever unearthed. Some of our masterpieces are housed in buildings, others actually are buildings. Just look at our skyline and you ll be treated to many of the world s great architectural gems

8 The best meal in America. And the best mile for walking it off. With seven prestigious AAA Five Diamond awards to our name, Chicago is one of the world s culinary epicenters. From avant-garde cuisine at Alinea, the top restaurant in North America, to legendary deep-dish pizza, make sure to bring your appetite. The Magnificent Mile, State Street and great neighborhood boutiques equal true shopping nirvana

9 GREEN SPACE BEACH SPACE Relax in the middle-of-it-all space. Chicago boasts hundreds of beautifully maintained parks, 26 miles of lakefront including bike paths, boat slips and sandy beaches. A game of volleyball, anyone? 14 15

10 LOLLAPALOOZA photo: Ashley Garmon / Lollapalooza WRIGLEY FIELD DOWN TIME CHICAGO THEATER MILLENNIUM PARK 16 17

11 It s a great place to meet. And an even better place to work. McCormick Place is the best meeting space in the country. Let s start with permanent game-changing reforms that mean real cost-savings for our customers. Add the most exhibit space in the Western Hemisphere, cutting-edge technology, state-of-the-art meeting rooms and flexibility. The Chicago area boasts headquarters for 27 Fortune 500 companies including Boeing, Kraft Foods, McDonald s, Motorola and Walgreens, as well as being home to newer trendsetters like Groupon

12 Not just buildings that rise above the rest: a talent pool and medical care that do too. For future leaders look no further. Chicago is home to two of the top business schools in the world, Northwestern University s Kellogg School and The University of Chicago School of Business. It s no coincidence the TV shows Chicago Hope and ER were based in Chicago. We have some of the most advanced and innovative medical centers in the country, like Northwestern Memorial Hospital and the University of Chicago

13 Thousands of Attractions. one unified voice. A city is like any brand. To effectively express what makes Chicago second to none, consistency is key. We ve put together some guidelines to deliver a consistent message, look and feel across all the communications

14 Identity Clean and Modern, the Chicago identity is a nod to our city and the lakefront. It can be set along with the Convention & Tourism Bureau lockup, just as the Chicago logo or with the tagline. Chicago logo The city that s ranked number one in number one rankings. Photography is bold, modern engaging CHOOSeCHiCAgO.COM Chicago Convention & Tourism Bureau Chicago convention &tourism bureau URL lockup Tallest building in America. Best restaurant in America. Best theater in America. Best meeting space in America. Come experience Chicago and see why it s in a class by itself. ChiCago. Second to none. choosechicago.com ChooseChicago.com our call to action Chicago s tagline Chicago s tagline lockup Choose two primary colors from the color guide that complement the photography being used. When using the 2-color logo on a color background it should be reversed out. There are two ways to set the tagline. It can be used as a logomark or integrated into the body copy

15 Typography Archer Light, Medium, Semibold and Bold. This font should be used for headings or areas of emphasis and bodycopy. Our inspiration for typography comes straight from our city. Just like Chicago it is clean and simple The only thing we re missing is a Museum of Museums. yet modern and contemporary. The most complete T. rex skeleton ever unearthed. The largest science museum in the Western Hemisphere. If you have an interest, Chicago has a museum to satisfy it. And each one provides a remarkable setting for special events of any size. Imagine drinks amongst dinosaurs or an award ceremony in the aquarium. ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 26 ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz The city that s ranked number one in number one rankings. Break convention with a special event in one of Chicago s jaw-dropping museums. Its flexibility will surprise you as much as the setting will amaze. photo: Brenna Hernandez ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz Perhaps our most stunning natural museum is the city itself. More than 7,600 acres of parkland host world-class conservatories, lagoons, woodlands and the internationally-renowned Millennium Park. And 26 miles of lakefront provide a gorgeous setting for a Hollywood movie or an unforgettable dinner. Trade Gothic Light, Medium and Bold This font should be used for call outs or areas of emphasis, but not long body copy. ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz visit choosechicago.com 27

16 Color 2767 logo colors The following colors are recommended to help create a strong recognition of the Chicago brand. The colors chosen are meant to represent the vibrancy of our city: the blues of the lakefront, our sandy beaches, our parks and green space

17 Photography Photography selected should use an unexpected POV and either be lifestyle or cityscapes. Any photography chosen should be inspired by Chicago itself: vibrant, alive, modern and contemporary

18 Contact Us The Chicago Convention & Tourism Bureau e: t: