Tampa Tribune Identity Standards

CONTENTS

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Brand and Identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-5

The Tampa Tribune logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Affiliated logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Applying color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Accessing the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Unacceptable uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-11

Business correspondence
(stationery and fax cover sheets) . . . . . . . . . . . . . . . . . . . . . . . . . .12-15

Business cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16-17

Additional applications of The Tampa Tribune brand. . . . . . . .18-36
• Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18-28
• Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29-32
• Circulation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33-36

NOTE: Updates and revisions to this document may be made by the
Marketing Department. For an up-to-date copy, visit the Meganet at
http://www.themeganet.com/div_Publishing/Tampa/
Tribune-Identity-Standards.pdf

I D E N T I T Y S TA N D A R D S G U I D E –

November 2005

2

INTRODUCTION

In 2003, The Tampa Tribune unveiled a new branding campaign highlighted by
the words “Life. Printed Daily.” Let me explain how those three words relate the
Tribune’s work to you.
A newspaper represents a daily account of events, trends and issues that touch
people’s lives. Not every story relates to every reader, but pictures, words or graphics
can connect citizens with the larger world and give them tools for understanding and
action. It may be a story about Hyde Park or New Tampa. Maybe California or Iraq.
Perhaps Oldsmar or Ballast Point. And news can affect a person in a good or a bad
way.
No other medium provides this information like a quality local newspaper. It’s easy
to get, carry around and use. It’s where you weigh what’s happening around you and
discover how it intersects with your life. And it’s served up every day. So somehow, in
some way, for Tribune readers, it’s their life. Printed daily.
So it’s not just a slogan. It’s our commitment to YOU every day that we will deliver
relevant, meaningful and useful content. Our aim is for you to find your life reflected in our pages and in our brand.
You’ll find the Tribune’s brand reflected not only in its marketing but also in its
news content, advertising philosophy, circulation efforts and the way it conducts
business. However our brand is not a campaign – it’s our commitment to our
readers and to our community.
Signed,

Gil Thelen
Publisher and President, The Tampa Tribune


November 2005

3

BRAND . IDENTITY

Brand is what people “think” about a company and what it does. It is not a rational conclusion
so much as an emotional reckoning with what the company is and how it interacts with and
relates to “real” people. In effect, brand is a perception that people create unconsciously, which
encompasses their own identity, the identity of the company, and the relationship between
them. It is revealed in feelings of attachment that people have for different companies. Cars and
clothes, for example, tend to be “defining” brands for many people because they elicit strong
feelings of identification such as “this is me because …” or “this is not me because … .”
Brand is affected by everything a company does and everything a person experiences, regardless
of whether the company has initiated it. Scott Bedbury, a talented marketer who led branding
efforts for both Nike and Starbucks, explains this phenomenon well in his book, “A NEW BRAND
WORLD:”
“A brand is the sum of the good, the bad, the ugly, and the off-strategy. It is
defined by your best product as well as your worst product. It is defined by
award-winning advertising as well as by the god-awful ads that somehow
slipped through the cracks, got approved, and, not surprisingly, sank into
oblivion. It is defined by the accomplishments of your best employee – the
shining star in the company who can do no wrong – as well as the mishaps of
the worst hire that you ever made. It is also defined by your receptionist and the
music your customers are subjected to when placed on hold. For every grand
and finely worded public statement by the CEO, the brand is also defined by
derisory consumer comments overheard in the hallway or in a chat room on the
Internet.”

From journalists and advertising representatives, to customer service reps and drivers, employees should always keep the brand in mind when interacting with the public through the written
or spoken word. The Tribune’s brand is not just a circulation offer or an ad campaign. It’s who
we are and what we are to readers, to advertisers, to community leaders – and to ourselves.


November 2005

4

BRAND . IDENTITY

An identity system, on the other hand, is a set of specific symbols and terms that represents the
institution and promotes recognition. Although born from the essential nature of the brand,
they are more tangible and are employed in practical ways. The logo, established type styles, and
acceptable colors are the foundation of an identity.
In The Tampa Tribune’s case, the masthead is our logo and identity. The tagline “Life. Printed
Daily.” is in fact what we do. What a newspaper represents is a daily account of events that touch
people’s lives. While not every person relates to every story, many headlines will connect with
many individuals. It may affect a person in a good or a bad way. But the fact is, there’s no other
medium where a person can find this information like they can in the newspaper. It’s completely
portable, obtainable and user friendly. It’s the one place where one can investigate what’s happening around them and discover how it intersects with their life.
Therefore the elements of the Tribune’s identity should be stable. The logo, typography and colors, when applied uniformly, create an image of the Tribune. That image becomes consistent
to readers and resonates emotionally with the community so we become the preferred brand.
Graphic designers must adhere faithfully to these identifiers when creating materials. Any deviations must be approved by the Marketing Director — with no exceptions. In addition, employees
outside the Marketing Department should not design or produce Tribune brand materials on
their own. It is important that our copywriting also be consistent to reflect the brand focus.
There are specific copy guidelines that are written and used by the marketing copywriting staff.
In addition to logo usage adhering to our identity standards, it is important that copy adhere to
the standards and receive marketing approval as well.
The following guide is meant to be that road map for all to use and understand. Though it does
not include every use, it provides an overview of widely used applications.


November 2005

5

T H E TA M PA T R I B U N E L O G O

100% black

The Tampa Tribune logo prints

100% red PMS 187

in black and the tagline prints in
PMS 187. For one-color applications use black logo with black
tagline. The Tampa Tribune logo

100% black

should never publish in any other
colored background

color than PMS 187 or black.
When horizontal space is limited

reversed/drop to white

use the “stacked” logo treatment.
The logos, horizontal or “stacked,”
may not be altered in any way
unless approved by the Marketing
100% black

Director.

100% red PMS 187

“Life. Printed

100% black

Daily.” is a
registered
trademark of
The Tampa Tribune.

colored background
reversed/drop to white

Neither logo may be reduced
smaller than 50 percent. Reversed
logos may not be reduced more
50 percent

65 percent

than 65 percent.


November 2005

6

A F F I L I AT E D L O G O S

100% black
100% red PMS 187

100% black

THE OFFICIAL NEWSPAPER OF
THE BUCCANEERS AND THEIR FANS

100% black
100% red PMS 187

100% black

full color

100% red PMS 187
100% black

60% black
100% black


November 2005

7

A P P LY I N G C O L O R

The Tribune logo may be printed on a colored background. But when the background
color is darker than 50 percent of a spot color or combination of cyan, magenta, yellow
and/or black the logo must be reversed (dropped to white, see page 6 for samples).
In print, ink colors are referred to most often by their Pantone Matching System (PMS)
numbers. Graphic designers work with CMYK (cyan, magenta, yellow and black)
formulas for 4-color-process printing. Since the Web requires colors to be viewed in
an RGB (red, green and blue) format, neither of these colored systems are Web safe,
so the Tribune’s equivalents for the Web are shown here.
PMS 187 (red)
for print for Web
C

0

#990000

M

91

R

152

Y

72

G

22

K

24

B

30


November 2005

8

A C C E S S I N G T H E TA M PA T R I B U N E L O G O

The Tampa Tribune logo can be retrieved from a server, which most if not all Tribune,
WFLA and TBO employees can access.
1.

Navigate to “My Network Place” on your PC’s desktop and double click

2.

Double click “Entire Network” “globe” icon

3.

Double click “Microsoft Windows Network” icon

4.

Double click “Tribune”

5.

Double click “Trib-main1”

6.

Double click “Public”

7.

Double click “Marketing Communications”

8.

Double click “logos”

9.

Double click “TribuneLife.Printed Daily”

10.

Locate correct logo

If you experience problems accessing the servers or folders indicated above, call the
IT Helpdesk at extension 8182, (813-259-8182).

Internal clients and customers outside the Tribune can
access the logos by going to TBO.com,
Keyword: Tribune logos

If you have questions regarding the Tribune logo file or the form in which it was created,
call the Tribune’s Marketing art department at extension 7464, (813-259-7464).


November 2005

9

U N A C C E P TA B L E U S E S O F L O G O E L E M E N T S

DO NOT

use the logo graphic without the tagline, unless the logo is reduced by
50 percent, which would make it illegible.

DO NOT

resize and/or reposition the tagline in relation to the graphic.

LIFE PRINTED DAILY

Life. Printed Daily.

DO NOT

re-typeset logo or tagline. Tagline should never appear in upper and
lower case or without periods.

DO NOT

use a photocopy or fax copy of the logo for reproduction.

DO NOT

delete "THE" from the logo

DO NOT

use the logo on a colored background of more than 50 percent. This includes
spot colors and CMYK combinations (see page 8 Applying Color, in this booklet).


November 2005

10

U N A C C E P TA B L E U S E S O F L O G O E L E M E N T S

DO NOT

use the tagline without the logo graphic, unless approved by the Marketing Director.

DO NOT

condense or stretch the logo graphic or tagline.

You may see the Tribune logo and the tagline used in various forms in many different venues.
But the creative application of these graphics is strictly limited to the Marketing design staff, and
approved by the Marketing Director. Please ensure that community contacts are aware of these
guidelines and that they have a current Tribune logo (i.e. sponsorship recognition, etc.).

Manipulating the Tribune logo unless otherwise stated is strictly prohibited.

DO NOT USE MATERIALS WITH
OUTDATED LOGOS/SLOGANS


November 2005

11

BUSINESS CORRESPONDENCE

Correspondence is widely visible to our public, so stationery is an integral part of our identity system. This section shows specifications for letterhead, envelopes and business cards.
Individuals who prepare correspondence should follow the formats for keying text as shown in these
pages. Content should be input in 10 point Utopia and the line spacing should be 1.5 lines. If that
typeface is not available, 10 point Times New Roman may be used (in that order of preference).
1”

1”

2”

10 point Utopia
1.5 line spacing

1”
50% of original size


November 2005

12


Second Sheet
1”

1”

1”
Date
Addressee’s name
Page number
As you prepare your marketing plans for the fall and next year, please note that our new advertising rates for
2005/2006 will be effective Oct. 1, 2005. In preparing the cards, we strived to provide you with unprecedented
audience reach in the most cost-efficient ways. To receive a copy of the new rate card, please ask your sales
representative or visit TBO.com, Keyword: Rates.
It is our goal to grow your business, so please let us know how we can serve you. We wish you
a continued prosperous year.
Compimentary close,

Name of sender
Title
Sender’s/prepare’s initials
Encl.
cc:

1”
50% of original size


November 2005

13

The fax cover sheet is located in the Trib-main1 server in the Human Resources FORM folder.
This is the same location where previous fax cover sheets have been kept for companywide
access. Note that this cover sheet is a Microsoft Word template that can be saved on your PC
and used over and over. You’ll find FAX cover sheet1.doc allows bureau users to customize their
mailing addresses and phones. All copy should be set in Utopia, 10 point with 1.5 spacing.
(If Utopia is not available you may use Times New Roman.) If a specialized/custom fax sheet
is required, please contact the Marketing Creative Manager at extension 7464 (813-259-7464).

Date:

From:

Pages including cover:

Company:

To:

Phone:

Company:

Fax:

Phone:

E-mail:

Fax:

Address:

Comments:


November 2005

14


Note cards are
available through
administrative
assistants to use
for handwritten
notes.


November 2005

15

office: 813.259.7936

Pete Masem
Advertising Creative Manager
202 S. Parker St. ,Tampa, FL, 33606
pmasem@tampatrib.com
office: 813.259.7936

E M A I L S I G N AT U R E S

Pete Masem
office: 813.259.7936

Pete Masem
Creative Manager
Advertising
Pete Masem
202 S. Parker St.
Tampa, FL, 33606
office: 813.259.7936

SUNBELT NEWSPAPERS I HERNANDO TODAY I HIGHLANDS TODAY I SUNCOAST NEWS

office: 813.259.7936

Pete Masem
Employee
Pete Masem
Infotmation
office: 813.259.7936
office: 813.259.7936

Converged Logos
in this order

Pete Masem
Pete Masem
office: 813.259.7936

202 S. Parker St. , Tampa, FL, 33606
office: 813.259.7936

Pete Masem
Pete Masem
202 S. Parkerpmasem@tampatrib.com
St. , Tampa, FL, 33606
office: 813.259.7936
Employee
Infotmation
office: 813.259.7936

HERNANDO TODAY I HIGHLANDS TODAY I THE SUNCOAST NEWS I SUNBELT NEWSPAPERS

Tampa Tribne logo
with Associate logos

Pete Masem
Pete Masem
202 Advertising Creative FL, 33606
S. Parker St. ,Tampa, Manager
202 S. Parker pmasem@tampatrib.com
St. , Tampa, FL, 33606
office: 813.259.7936

office: 813.259.7936

Pete Masem
Pete Masem
202 S. Parker St. , Tampa, FL, 33606


November 2005

16

BUSINESS CARDS

All Tampa Tribune and associate publications share the same business card style.
When ordering business cards, please photocopy this sample and make the necessary changes and forward to the business office. The only areas that can be changed
are indicated below.
Name: 14 point
Dinmittleschrift 25 kerning

Your Name Here your title here
phone: 000-000-0000 fax: 000-000-0000
e-mail: yourname@tampatrib.com
cell: 000-000-0000 pager: 000-000-0000

Title, numbers and e-mail :
Matt Larson
8 point Dinmittleschrift
phone: 813-259-7464
25 kerning
cell: 813-731-8116
All lines have 11 point leading
e-mail:
and are positioned flush left. mlarson@tam
If name and title exceed top
line, set name on the first line
and title on the next.
Cell and pager line is
optional.

2 0 0 - 2 0 2 S . Pa r k e r S t r e e t , Ta m p a , F L 3 3 6 0 6 - 2 3 9 5

2 0 0 - 2 0 2 S . Pa r k

Address: 8 point
and is centered on the card

Your Name Here your title here

phone: 000-000-0000 fax: 000-000-0000
your title here
phone: 000-000-0000 fax: 000-000-0000

Your Name Here

100% PMS 187 (red)
(top bar, "Life. Printed Daily.",
and line underneath)

Marti Wiggin

phone: 813-259-7769
e-mail: mwiggins@ta

100% black
6 2 1 4 U S H i g h w a y 1 9 , N e w P o r t R i c h e y, F L 3 4 6 5 2

2 0 0 - 2 0 2 S . Pa r k

2 0 0 - 2 0 2 S . Pa r k e r S t r e e t , Ta m p a , F L 3 3 6 0 6 - 2 3 9 5

Carla Rockwell Publisher, Sunbelt Newspapers
phone: 813-657-4505 fax: 813-657-0000
e-mail: crockwel@sunbeltnewspapers.com


November 2005

17

M U LT I M E D I A B U S I N E S S C A R D S

When ordering business cards, please photocopy this sample and make the necessary changes and forward to the business office. The only areas that can be changed
are indicated below. Employees who have responsibilities across multi platforms
will utilize a multimedia version of business correspondence materials. They currently include employees in the Human Resource, Facilities, Administration and
Sports departments.

Name: 14 point
Title, numbers and e-mail :
8 point Dinmittleschrift 25
kerning
All lines have 11 point leading
and are positioned flush left.
If name and title exceed top
line, set name on the first line
and title on the next. Cell and
pager line is optional.
Address: 8 point
and is centered on the card

CMYK to match
PMS 131

CMYK


November 2005

18

FONTS

Life=Movies

Here's an example of a subhead, in approximately the size you'd use.
Still, space, so far as regards the manifold, occupies part of the sphere of formal logic concerning the
existence of our a priori concepts in general. Since all of the phenomena are hypothetical, the practical
employment of the Antinomies, in so far as this expounds the necessary rules of our ideas, occupies part of
the sphere of our understanding concerning the existence of our sense perceptions in general.

Life=Movies

Still, space, so far as regards the manifold, occupies part of the sphere of formal logic concerning the
existence of our a priori concepts in general. Since all of the phenomena are hypothetical, the practical
employment of the Antinomies, in so far as this expounds the necessary rules of our ideas, occupies part of
the sphere of our understanding concerning the existence of our sense perceptions in general.

Life=Movies

Still, space, so far as regards the manifold, occupies part of the sphere of formal logic concerning the existence
of our a priori concepts in general. Since all of the phenomena are hypothetical, the practical employment of
the Antinomies, in so far as this expounds the necessary rules of our ideas, occupies part of the sphere of our
understanding concerning the existence of our sense perceptions in general.


November 2005

Dinmittleschrift 72pt.
TradeGothic Bold 14pt.
TradeGothic 9pt.

DINNeuzeitGroteck Bold
Cond. 72pt.
TradeGothic 9pt.

Times Roman 72pt.
TradeGothic 9pt.

19

A D D I T I O N A L A P P L I C AT I O N S
O F T H E TA M PA T R I B U N E B R A N D

The following are examples of how The Tampa Tribune brand is regulated throughout different departments. From advertising sections to sales materials, premiums
to transportation vehicles, the same brand guidelines are closely adhered to.
Print ads
As the flagship of the Tribune’s branding efforts, the series of print ads officially
launched the brand and continually explains its message to our readers. The ads
feature an authentic photo (no stock photography), complete with a date stamp, a
real headline from a local story, and copy that gives readers means to connect the
newspaper to their daily lives. Ads appear in The Tampa Tribune in addition to
event programs and service directories.

Date stamp
Authentic photo

Actual newspaper
headline/article
Plain-spoken copy

Logo


November 2005

20

PROGRAM AD (style 1 = convergence)

Time Stamp:
Font: DIN Schrift
1451 Mittelschrift
(float placement)

��
��

Leave border
around ad

��
��

Body Copy:
Font: Trade Gothic
(light)

��
��

Logos in this order


November 2005

21

PROGRAM AD (style 2 = Life Equals)

Header
Font: Trade Gothic
Condensed No. 20

��
Leave border
around ad

Body Copy:
Font: Trade Gothic
(light)

��
��
��
��

Phone Number:
Font: Trade Gothic
Bold No. 2

��

Logo


A ov l 20er
N p r ie m b 0 5 2 0 0 5

22

P R O G R A M A D ( s t y l e 3 = To l l P l a z a )

Headline Tear

Time Stamp:
Font: DIN Schrift
1451 Mittelschrift
(float placement)

��
��

Leave border
around ad

Footer

� � � � � � � � � � � � � � � � � � � �


November 2005

23

PROGRAM AD (style 4 = Issue Box)

Issue Box
Font: DIN Schrift
1451 Mittelschrift
All Caps
(float placement)

��

Time Stamp:
Font: DIN Schrift
1451 Mittelschrift
(float placement)

Leave border
around ad

��
��

Body Copy:
Font: Trade Gothic
(light)

��
��
��

Phone Number:
Font: Trade Gothic
Bold No. 2

Logo


November 2005

24

PROGRAM AD (style 5 = Brand)

��
��

Time Stamp:
Font: DIN Schrift
1451 Mittelschrift
(float placement)

Leave border
around ad

Headline Tear:
float placement

Body Copy:
Font: Trade Gothic
(light)
��
��
��

Logo


November 2005

25

P R O G R A M A D ( s t y l e 6 = H o n o r a r y Tr i b u t e )

��
��

Time Stamp:
Font: DIN Schrift
1451 Mittelschrift
(float placement)

Leave border
around ad

Headline Tear:
float placement

Body Copy:
Font: Trade Gothic
(light)

Phone Number:
Font: Trade Gothic
Bold No. 2

��
��
��
��
��

Logo


November 2005

26

PROGRAM AD (style 7 = Convergence Conference)

��

��
��
��
��
��
��
��
��

��

Body Copy:
Font: Trade Gothic
(light)

Leave border
around ad


Converged Logos
(in this order)

November 2005

27

PROGRAM AD (style 8 = Focus On Community)

� ��

��
��
��

��
��
��
��
��
��
��
��

��
��
��
��
��
��
��

Header
Font: DIN Schrift
1451 Mittelschrift
Body Copy:
Font: Trade Gothic
(light)

��
��

Time Stamp:
Font:
(float placement)


Logos
(in this order)

November 2005

28

PROGRAM AD (style 9 = Marquee)

Headline Tear

��
��
��


LIFE PRINTED DAILY
Font: Trade Gothic
Bold No.2

November 2005

29

PROOF OF BENEFIT ADS

Ripped Paper

Headline:
Trade Gothic Bold
Condensed No.20

��
Body Copy:
Font: Trade Gothic
(light)

��
��
��
��
��
��
��

Converged logos in
this order


November 2005

30

BILLBOARD

Issue Box:
Font: DIN Schrift
1451 Mittelschrift

Time Stamp:
Font: DIN Schrift
1451 Mittelschrift


November 2005

31

AIRPORT BOARDS

Time Stamp:
Font: DIN Schrift
1451 Mittelschrift

Life =
Font: Times Roman

Logo


November 2005

32

B AY L I F E B OX

Header:
Font: Trade Gothic
(Bold No. 2)
Size: 18 pt

Body Copy:
Font: Trade Gothic
(Medium)
Leading: 10.8 pt
Size: 9 pt

Footer:
Font: Trade Gothic
(Bold No. 2)
Size: 9 pt

*NOTE: Breaking red
header is OK, however
DO NOT cover any of
the top or bottom
header's copy.

*NOTE: keep copy
on white, rather than
reversing copy over
photos

TBO Web BayLife Boxes
Header:
Font: Trade Gothic (Bold No. 2)
Size: 26 pt
Body Copy:
Font: Trade Gothic (Medium)
Size: 12 pt
Footer:
Size: 14 pt
Saving Specs:
Gif file
Under 20k
Dithered
72 dpi
RGB
Save name format:
baylifebox_fri_300x250.gif

(only replace the "fri" - use only 3 letters for the day)


November 2005

33

F R I D AY E X T R A P R O M O B OX

Header:
Size: 21 pt
Leading: 24 pt
Body Copy:
Size: 10 pt
Leading: 14 pt
Footer:
Size: 10 pt
Leading: 11 pt

(Do not overlap graphic over
type)


November 2005

34

C O M M E N TA RY P R O M O B OX

Header:
Size: 21 pt
Leading: 24 pt
Body Copy:
Size: 10 pt
Leading: 14 pt
Footer:
Size: 10 pt
Leading: 11 pt

(Do not overlap graphic over
type)


November 2005

35

COMMUNITY COLUMNIST

Header:
Size: 18 pt
Leading: 21.6 pt

Body Copy:
Size: 8 pt
Leading: 9.6 pt

Footer:
Size: 9 pt
Leading: 10.8 pt

Community Columnist
Headshot

��
��
��
��
��
��
��

��

��
� � � � � � � � � � � � � � � �

(Do not overlap
graphic over type)
By Community Columnist:
Font:DIN Schrift 30640 Neuzeit
Grotesk Bold Condensed
Size: 15.5 pt


Columnist Name:
Font:DIN Schrift 30640
Neuzeit Grotesk Light
Size: 12
Kerning: Align name with
end of top line

November 2005

36

CONVERGED PROMO

Header:
Font : Trade Gothic Bold
Condensed No. 20
Size: 13 pt

��

��

Font : Trade Gothic Bold No. 2
Size: 18 pt

Subhead:
Font: Trade Gothic Medium
Size: 9 pt
Leading: 10.8 pt

Content:
Font: Trade Gothic Bold
Condensed No. 20
Size: 9 pt
Leading: 10.8 pt

��
��
��
��
��
��
��
��

Logos:


November 2005

37

F O R WA R D P R O M O B OX

Header:

Body Copy:
Size: 10 pt
Leading: 14 pt
Footer:
Size: 10 pt
Leading: 11 pt


November 2005

38

A D V E R T I S E R A D T E M P L AT E

This template is to be used for Advertiser ads ONLY.
"Advertising =" varies with
topic. However, it is often
"Advertising = Success."
Please keep space between
the box and the "=" and the
space between the "=" and
the next word equal.

Use a
photograph
only. No
line art.

Use fonts provided. Size may
vary depending on ad size.
Keep in proportion.

Logos vary
with convergence.

Use TBO.
com tagline
if running
on TBO.

If not,
use LIFE.
PRINTED
DAILY.
tagline

Use the color blocks
below for full color
or spot color ads


November 2005

39

R E A D E R A D T E M P L AT E

This template is to be used for Reader ads ONLY.

"Life =" varies with
topic. Please keep
space between the box
and the "=" and the
space between the "="
and the next word equal.

Use fonts provided. Size
may vary depending on
ad size. Keep in
proportion.

Use a
photograph
only. No
line art.

No logo.
Only use
this bottom
tagline

Use the color blocks
below for full color
or spot color ads


November 2005

40

C I R C U L AT I O N F LY E R S

��
Hillsborough 9:35 a.m.

Get connected
to your

��

��

��
��

COMMUNITY
Find what you need

��
��
��

in your life inside
the pages of The
Tampa Tribune with
this special offer.

��

��

��

• Read local news about local issues seven days a week.
• Find things to do with your family this weekend.
• Discover what's happening in your neighborhood.
• Save money with ads from your favorite store and in our classified section.

Take advantage of this special offer now. Call 813-TRIBUNE (874-2863)
or toll-free 1-800-282-5588 today to start your home delivery subscription.
*Mention offer code KRFT02.

SAVE
UP TO

44

%

Choose one of the following options:
•

52 weeks for $75.40
(only $1.45 per week)

•

26 weeks for $40.30
13 weeks of Daily/Sunday delivery for $22.10

•

•

Sunday only delivery – only 99¢ a week!

Or if you're already a current Tribune subscriber, thank you! Sign up for EZpay and receive a $5 credit!

*Price does not include applicable Florida and local sales tax. Subscription will continue at regular rates. Must not have been a subscriber for the past 30 days.


November 2005

41

Giveaways: Standard logo guidelines also apply to giveaway items, premiums and point-ofpurchase materials, with particular attention to size and placement of logo in relation to
the size and shape of the premium. All items are ordered exclusively through the Marketing
Department and produced through Marketing’s preferred vendors. The Tribune maintains
an online store with JB of Florida where employees can order a variety of apparel items with
the Tribune logo during specific order periods throughout the year. Visit www.ourgear3.
com, password: newscenter.


November 2005

42

Circulation and Advertising sales materials: The Tribune brand message takes a sales
approach through its advertising and circulation sales materials. These items include sales
fliers, rate cards, PowerPoint presentation templates, direct mail offers and other collateral.
The guidelines apply through plainspoken, benefit-driven copy, useful specifications and
data, and authentic photos taken in the marketplace.
Rate Book

Special Sections calendar

��

��
��
��
��

��
��

��

��
��
��
��
��
��
��
��
��
�
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
�
��
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��

��

��
�
��
��
�
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
�
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��

��
��
��
��
��
��
��
�

��

��
��
��
�
��
��
��
��
��
��
��
��
��
��
��
�

��
��
��
��
��
��
��
��
��
��
��
��
��

��

��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
�
��
��
��
��
��
��
��
��
��
��
��

��

��

��
��
��
��
��
��
��
��
��

��
��
��
��
��
��
��
��
��

��
��
��
��
��
��
��
��
��

��
��
��
��
��
��
��
��
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��

��
��
��
��

��
��
��

��
��
��
��
��
��
��

��
��
��
��
��
��
��
��
��
��
��
��
��

��
��
��

�
��
��

��
��
��

��
��
��

��
��
��
��
��
��
��
��
��
��
��
��
�
��
�
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��

��
��
��
��
��
��
��
��
��
��
��
�
��
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
�
��
��

��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��
��

��
��
��
��
��
�
��

��
��
��
��
��
��
��
��
��
��
��
��

��

��

��
��
��
��
��
��

��
��
��

��
��
��

��
��
��

��
��
��
�

��
��
��
��

��
��

��
��


November 2005

43

Classified section front
As a highly interactive section in Tribune readers’ and advertisers’ lives, the Classified section is a key element in the Tribune’s brand strategy. The cover of the Tribune’s Classified
section was redesigned to integrate the brand message with authentic photos of people and
places in the market, and meaningful ad copy that speaks to buyers and sellers. In addition,
categories are bold and simple to find. Each day of the week features a different photo and
key category (auto, real estate, merchandise, etc.).

Key category
with copy that
relates to photo.


November 2005

44

Racks: The “last five feet” are extremely important to single copy sales. Impulse buyers
will judge the quality of the product in part by the packaging, which in this case is our racks.
(NOTE: Racks are being updated through a refurbishment schedule, so marketwide
compliance may take some time.)
Hood painted
in PMS 187

Logo sticker PMS 187
with white type

Life. Printed Daily.

FRONT

Hood painted
in PMS 187
Image area available to customize
local zone (Pasco
Tribune, South
Tampa)

Logo including
TBO.com

Logo including
TBO.com

BACK

SIDE


November 2005

45


The colorful, boldly redesigned Tribune delivery trucks reflect the brand through
billboard-size photos on the sides of the trucks, and the Tribune
Life. Printed Daily. and TBO logos on the front and back. Truck graphics are
processed through the Tribune Marketing department.


November 2005

46

D E L I V E RY B A G A N D S TA C K C A R D

Open end

This end
tucked
into stack
of papers

Fold line

This end
hangs
down in
front of
papers

For more information or to request
marketing assistance with Tribune brand
materials, please contact Amy Chown,
Marketing Director, at extension 7767,
(813-259-7767).
Closed end


November 2005

47

Tampa Tribune Identity Standards

Recomendados

Recomendados

Más contenido relacionado

Destacado

Destacado (18)

Similar a Tampa Tribune Identity Standards

Similar a Tampa Tribune Identity Standards (20)

Tampa Tribune Identity Standards