2024 Fest

Brand Guide

POSITIONING STATEMENT

The Austin Auto Festival is not your daddy’s auto show; it’s a vibrant celebration where excitement meets family fun in Austin, TX.

OUR VALUES

ALL ARE WELCOME.

The Austin Auto Festival is not your daddy’s auto show. In 2024 and beyond, auto events must embrace both car enthusiasts and casual eventgoers. At the AAF, we provide a vibrant celebration for everyone young and old to enjoy. At AAF, all are welcome.

AUTHENTICALLY AUSTIN.

The Austin Auto Festival embraces the Austin culture. From arts to food, we recognize that Austin is special and as such we strive to promote as many local Austin vendors and partnerships as possible. We are proud to be authentically Austin.

CHANGING LANES.

Austin Auto Festival is a new auto show experience. We know that to grow and spread our love of automobiles, we need to change lanes and bring fresh new ideas to the event. We’re in the fast lane toward innovation, making us more unique and different than any other auto event in the country.

OUR TONE

FRIENDLY.

Approachable and warm, like a friend welcoming you to a lively gathering.

ENTHUSIASTIC.

Infuse excitement and energy into every interaction, reflecting the passion for automobiles and community celebration.

AUTHENTIC.

Maintain sincerity and genuineness, echoing the vibrant spirit of Austin's culture.

OUR LANGUAGE

INCLUSIVE.

Use language that embraces diversity and welcomes people of all backgrounds to participate in the festivities.

Ex: “Whether you're a die-hard car enthusiast or just curious to explore, there's something here for you.”

CONVERSATIONAL.

Adopt a conversational tone that feels natural and engaging, fostering connection and interaction.

Ex: “Hey there, gearheads and family fun seekers! Ready to rev up your weekend at the Austin Auto Festival?”

PLAYFUL.

Integrate playful elements and humor reminiscent of the Austin spirit, adding a touch of whimsy to communications.

Ex: “Buckle up, folks! The Austin Auto Festival is now at Q2 Stadium. Get ready to zoom, vroom, and zing your way through a day of automotive awesomeness! Psst, rumor has it there might be some celebrity sightings. See you there!”

UNLOCK NEW RIDES & GOOD TIMES

Kick family fun into high gear at the Austin Auto Festival! Join us at Q2 Stadium on November 16th - 17th for an action-packed event that's sure to win over your whole crew. Explore a world of vehicles under one roof, from budget-friendly options to luxury showstoppers. Take your favorites for a spin and discover your perfect match. Keep the fun rolling with interactive games, local eats, and family-friendly entertainment! We can't wait to see you there!

OUR LOGO SUITE

PRIMARY LOGO

Our Primary Logo is set in a high-contrast script balanced with a bold sans-serif with our diverse audience in mind. "Austin" is reminiscent of retro car logos while "Auto Festival" is modern and attention-grabbing.

Our Primary Logo is to be used on all official collateral.

Download PNG Folder ↓

Primary Logo Retro Black

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Primary Logo True Black

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Primary Logo Soft White

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Primary Logo True White

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SECONDARY LOGO

Our Secondary Logo offers a fun twist on our primary logo. Feel free to use it interchangeably with our primary logo on key graphics, providing flexibility while maintaining our brand identity.

It's set in one colorway to preserve its integrity. For use in small spaces and when a single-color logo is required, use the Primary Logo in its place.

Download Vector & Png Folder ↓

SOCIAL ICON

Our Social Icon is set in the primary colorway to maintain brand recognition.

Use as the profile photo on social media platforms and in place of the Primary Logo when simplicity is paramount (such as hat embroidery).

Download Vector & Png Folder ↓

our logo

usage

SAFE SPACE

When displaying the primary and secondary logo versions, maintain ample space around it to avoid crowding or interference from other elements. To achieve this, don’t place anything within the “safe space” equivalent to 50% the height of the "A" in "Auto.”

In order to maintain visual balance, the height of the safe space is aligned with the top of the "t" in "Austin."

*Of course, there are exceptions: subtle patterns or textures overlapping at 20% opacity or less are acceptable, as well as instances where the logo becomes part of the design itself.

PLEASE DON'T

To maintain consistency in logo variations across all platforms, avoid the following:

Use alt brand colors

Distort the logo and elements

Mask images into the logo

Place on backgrounds that make elements hard to read

Use alt fonts

festival in

color

PRIMARY COLORS

Below are our primary colors. They are to be used for the majority of background and copy colors for web and collateral.

RETRO BLACK
Hex #191717
RGB 25, 23, 23
CMYK 72, 67, 65, 79
Pantone Black 6 C

SOFT WHITE
Hex #F4F2EF
RGB 244, 242, 239
CMYK 3, 3, 4, 0
Pantone Warm Gray 1 C 30%

SECONDARY COLORS

These secondary colors should be used as pops of color to highlight key information such as headers and key graphic backgrounds.

*Flat Chrome is only to be used in the car illustration rather than assuming the use of a true secondary color.

AUSTIN FC GREEN
Hex #00B140
RGB 0, 177, 64
CMYK 81, 0, 92, 0
Pantone 354 C

SUNNY YELLOW
Hex #FFD939
RGB 255, 217, 57
CMYK 1, 12, 87, 0
Pantone 114 C

SUNSET PINK
Hex #F464A6
RGB 244, 100, 166
CMYK 0, 76, 0, 0
Pantone 218 C

BURNT RED
Hex #CE4B1D
RGB 206, 75, 29
CMYK 13, 84, 100, 3
Pantone 1665 C

BARTON BLUE
Hex #7DCCCA
RGB 49, 0, 24
CMYK 49, 0, 24, 0
Pantone 629 C

FLAT CHROME
Hex #515151
RGB 81, 81, 81
CMYK 65, 57, 56, 34
Pantone 425 C

design elements

KEY ILLUSTRATION

The Key Illustration is the primary graphic for the 2024 festival. The elements are to be featured in all major advertisements and collateral.

The elements may be used together or in parts depending on placement. The Stadium illustration is to be used if space and dimensions allow. If the space allotted is smaller, the car illustration may be used. The Sky Illustration may be utilized on its own as a background in the smallest instance.

Download Svg Folder ↓