Mt. Hood/Columbia River Gorge Style Guide
Upcoming SlideShare
Loading in...5
×
 

Mt. Hood/Columbia River Gorge Style Guide

on

  • 379 views

 

Statistics

Views

Total Views
379
Views on SlideShare
379
Embed Views
0

Actions

Likes
0
Downloads
4
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Mt. Hood/Columbia River Gorge Style Guide Mt. Hood/Columbia River Gorge Style Guide Presentation Transcript

  • TRAVEL OREGON Mt. Hood and the Columbia River Gorge B R A N D S T Y LE G U I D E
  • Travel Oregon: Mt. Hood and the Columbia River Gorge | i Dear Reader, This style guide was developed for and with the Mt. Hood Columbia River Gorge Region. It was developed based on listening sessions, research and our own experience vacationing in the area. Our hope is that this guide will help this amazing region speak with one voice, and speak to the active, curious, adventurous travelers who are the ideal audience for the area. When many voices speak as one, the impact is all the greater. The guide should be fairly self-explanatory, but if you have any questions about how to use it, please feel free to contact Jeannine Breshears. 503-655-8419 • jeannine@mthoodterritory.com Thank you.
  • Contents Travel Oregon: Mt. Hood and the Columbia River Gorge | 1 2 Manifesto 3 Introduction 4 Single-Page Executions 8 Spread Executions 10 Half-Page Execution 11 Single-Page: Mechanical Guidelines 12 Single-Page: General Guidelines Dos and Don’ts 13 Single-Page Local Co-op: How a local tourism business can use this style guide 16 Small-Space Executions 17 Banners 21 Typography 22 Additional Ready-to-Use Headlines 23 Sign Guidelines: New Headlines 26 Icons 27 Business Cards and Letterhead: Two-Sided Card Option 28 E-mail Sign-Off 29 Photography
  • Introduction Travel Oregon: Mt. Hood and the Columbia River Gorge | 3 For people who are bored easily. The tagline for this campaign is “For people who are bored easily.” We feel like this sums up our manifesto perfectly and says “Oregon’s Playground” in an unexpected, conversational way. It’s also a wide umbrella for outdoor activity as well as shopping, eating, visiting historical sites, relaxing and everything else that’s possible in the region, and suggests Hood-Gorge is a place you need more than a day to enjoy. The visual inspiration for the creative direction is the wooden signs found throughout the hikes, lakes and trails of the region. We feel these signs are true to the experience of exploring the region and will stand out from competing communication. We also intend for these signs to contain all of our copy elements—the name of the region, a headline that corresponds to the photo, our campaign tagline and the tourism URL.
  • Single-Page Executions Travel Oregon: Mt. Hood and the Columbia River Gorge | 4 80% of actual size
  • Single-Page Executions Travel Oregon: Mt. Hood and the Columbia River Gorge | 5 80% of actual size
  • Single-Page Executions Travel Oregon: Mt. Hood and the Columbia River Gorge | 6 80% of actual size
  • Single-Page Executions Travel Oregon: Mt. Hood and the Columbia River Gorge | 7 PHOTO FPO This photo is For Placement Only. When we go shoot this we will shoot it with an apple to stay seasonal with the line. 80% of actual size
  • Spread Executions Travel Oregon: Mt. Hood and the Columbia River Gorge | 8 80% of actual size
  • Spread Executions Travel Oregon: Mt. Hood and the Columbia River Gorge | 9 80% of actual size
  • Half-Page Execution Travel Oregon: Mt. Hood and the Columbia River Gorge | 10 Here is how the half-page ad looks in a magazine.
  • Single Page: Mechanical Guidelines Travel Oregon: Mt. Hood and the Columbia River Gorge | 11 Trim: 8.375” Safety: .4375" Safety: .4375" Trim: 8.375" about 3.75” wide Trim: 10.875" Safety: .4375" Place the wooden headline file to be about 3.75" wide. The height of the headline box will vary depending on which headline you use. Once the headline box is placed, center it both horizontally and vertically against the image. The headline box will always be centered on the page. Safety: .4375" Trim: 10.875" TRACKING NUMBER ORTCORM12023 CD AD CW SD SM PM Chris Thurman / Andrew Dickson Chris Thurman Andrew Dickson Brad Simon Corey Ingrasin Jane Monaghan AE AP PHOTO ILLUS DESIGN COLOR Margo Latka Tommy Alfson Tyler Roemer n/a Brad Simon Greg Radich JOB TITLE CLIENT FILE OFFICE ECD ORTCORM12023 Visitor Guide Oregon Tourism ORTCORM12023_VisitGuide_8375x10875 USA–Portland Susan Hoffman/Mark Fitzloff USAGE 1 year North America consumer and trade print, outdoor, retail (POP, in-store), collateral, industrial/PR, digital/internet, and video. PUB ISSUE BLEED TRIM SAFET Y GUT TER Visitor Guide April 8.625" x 11.125" 8.375" x 10.875" .4375” each side n/a
  • Single-Page: General Guidelines Dos and Don’ts Travel Oregon: Mt. Hood and the Columbia River Gorge | 12 DO The headline treatment should always be placed in the center of the ad. In the majority of resizes, only the crop of the image should change and the scale of the sign will remain (see example). DON’T Example of resize. DO NOT place the headline sign in other locations.
  • Single-Page Local Co-op: How a local tourism business can use this style guide Travel Oregon: Mt. Hood and the Columbia River Gorge | 13 How a local tourism business can use this style guide. Type should be set using 7 pt. Avenir Roman 55 and centered on the page at the bottom within the page safety. Action Anglers Expert guides for fly-fishing the Sandy River for trout, steelhead and smallmouth bass www.actionanglers.com 80% of actual size If the image is too light to use knocked-out type, then setting the copy in black is recommended.
  • Single-Page Local Co-op: How a local local destination/community can use this style guide Travel Oregon: Mt. Hood and the Columbia River Gorge | 14 Update the region to reflect the local destination/community. Update URL to reflect the local destination/community How a local destination/community can use this style guide. Type should be set using 7 pt. Avenir Roman 55 and centered on the page at the bottom within the page safety. Cycle the orchards and ride the cliffs of the Columbia River Gorge in The Dalles. 80% of actual size If the image is too light to use knocked-out type, then setting the copy in black is recommended.
  • Single-Page Co-op Execution: How local tourism businesses can use this style guide Travel Oregon: Mt. Hood and the Columbia River Gorge | 15 Full sail brewery the Dalles, oregon Git qui sam hiliquis autem la voluptibusam harciendi offic tem aut eos molorum laborep taeremo leseque aut eiunt mi, volent. Met pro ipsunt ipsam asperes susandaes mil maiorum ratem sed mi, si bera comnimodis eos excepero enda Quo et vitio et officid qui coratestrum ut aut fugitio rruptae preperore estiore vid ulliqui quia verate suntetus incia conseque nihilibusam esequam idem sentumquam hitis simusci enihici. 506 Columbia Street | Hood River, OR www.fullsailbrewing.com The Dalles, Oregon www.ci.the-dalles.or.us/ best western plus columbia river inn action anglers Fly-Fishing Spacious guestrooms with exceptional views of the Columbia River and Bridge of the Gods. Complimentary hot breakfast, indoor pool & spa. Minutes to hiking, biking, sailing and river cruises. Expert guides for fly-fishing the Sandy River for trout, steelhead and smallmouth bass. 735 Wanapa St | Cascade Locks, OR 800.595.7108 | www.bwcolumbiariverinn.com 503.784.1217 | www.actionanglers.com
  • Small-Space Executions Travel Oregon: Mt. Hood and the Columbia River Gorge | 16
  • Banners: 728 x 90 Travel Oregon: Mt. Hood and the Columbia River Gorge | 17 1. Headline. 2. Photos populate the banner to cover the sign. 3. Photos fully cover the sign and stay up for three seconds. 4. Photos disappear from the banner to reveal a new sign. 5. New sign is revealed.
  • Banners: 300 x 250 Travel Oregon: Mt. Hood and the Columbia River Gorge | 18 Version 1 1. 2. 3. The pink area represents which part of the image stays static. It will NOT be pink in the final output. Thus the foreground of image stays static as the background pans from left to right. A Ken Burns–like effect. 4. 2. 3. The pink area represents which part of the image stays static. It will NOT be pink in the final output. Thus the foreground of image stays static as the background pans from left to right. A Ken Burns–like effect. 4. Version 2 1.
  • Traveloregon.com Banners: 300 x 105 Travel Oregon: Mt. Hood and the Columbia River Gorge | 19
  • Banners: Facebook Travel Oregon: Mt. Hood and the Columbia River Gorge | 20 The copy for the Facebook ad should be short and to the point. The call-to-action headline “Visit Oregon’s Mt. Hood/Gorge” should always remain, regardless of what photo is being used. The headline associated with the photo should be used. It is important to have a short, clear message. Action verbs work best.
  • Typography Travel Oregon: Mt. Hood and the Columbia River Gorge | 21 The Mt. Hood and Columbia River Gorge typographic style consists of two typefaces: Railroad Gothic and Avenir 95 Black. To ensure continuity, these fonts are to be used in all printed works. Pr i mary f ont Railroad Gothic is the primary font used for the signs. All caps is recommended. Railroad Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789 To purchase font, visit http://www.myfonts.com/fonts/redrooster/railroad-gothic-rr/ S E Con dary FONT Avenir 95 Black is the secondary font for the signs. All caps is recommended. Avenir 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789 To purchase font, visit http://www.linotype.com/72/avenir-family.html
  • Additional Ready-to-Use Headlines Travel Oregon: Mt. Hood and the Columbia River Gorge | 22 Hiking Line Cabin Line Campfire Line: Portland-specific Cycling Line Culture Line Hot Tub Line Campfire Line: General Region Snowboarding Line
  • Sign Guidelines: New Headlines Travel Oregon: Mt. Hood and the Columbia River Gorge | 23 Width remains the same The top part always remains the same. The height of the middle portion of the sign can adjust depending on the length of the headline, but the width should remain the same. Some guides have been provided in the PSD. An editable layer is in the PSD where the new headline can be inputted. After rasterizing that layer, copying a layer style from the PSD will give the effect of the type being carved into wood. The bottom part always remains the same. In the event that a new headline needs to be created, these guidelines should be followed to ensure consistency. Step-by-step instructions are on the next page and should be carried out by someone with working knowledge of Photoshop.
  • Travel Oregon: Mt. Hood and the Columbia River Gorge | 24 Sign Guidelines: New Headlines STEP 3. STEP 1. x Grab the two bottom layers and move them down to create more space for the headline. The new bottom spacing should match the top spacing. x Open the “MasterHeadline.psd” file. If the headline is longer than two lines, you can adjust the position of the wood panels. STEP 2. STEP 4. Turn on the visibility of the HEADLINE TYPE EDIT folder. A new headline can be inputted on this layer. Make sure you have Railroad Gothic installed and active. The vertical guides show the area in which the headline should stay. The type can be scaled in order to fit in this area. Input the new headline, adjusting the size of the type to fit within the guidelines for width. Select the MIDDLE layer. Go to EDIT > TRANSFORM. Scale the middle wood piece by stretching it down to touch the new position of the bottom piece. Scale the middle wood section.
  • Travel Oregon: Mt. Hood and the Columbia River Gorge | 25 Sign Guidelines: New Headlines STEP 5. STEP 7. Create a layer with a new selection of the type and fill with a black build of C92 M83 Y75 K99. Name this layer “Darken.” Paste the layer style copied from the layer DARKEN. LAYER > LAYER STYLE > PASTE LAYER STYLE. Make a selection of the new headline by Command clicking the type layer. With the selection active, create new fill layer using the CMYK build of C26 M60 Y93 K62 as the fill color. Copy the layer style from HEADLINE TYPE EFFECTS folder layer DARKEN. LAYER > LAYER STYLE > COPY LAYER STYLE. Make a selection from the new headline and create color fill. Create a new layer from the type selection and copy the effects for DARKEN. STEP 6. STEP 8. Create a layer with a new selection of the type and fill with a black build of C92 M83 Y75 K99. Name this layer “Carve.” Paste the layer style copied from the layer CARVE DEPTH. LAYER > LAYER STYLE > PASTE LAYER STYLE. Set the layer to Multiply and 10% Opacity. Copy the layer style from HEADLINE TYPE EFFECTS folder layer CARVE DEPTH. LAYER > LAYER STYLE > COPY LAYER STYLE. Set layer to Multiply and adjust Opacity. Create a new layer from type selection and copy effects for CARVE DEPTH.
  • Icons Travel Oregon: Mt. Hood and the Columbia River Gorge | 26 Communication comes in all shapes and sizes. While exploring this campaign we wanted to look at how small we could go and still communicate Oregon’s Playground—FOR PEOPLE WHO BORE EASILY. When the communication is too small for a photo to work (anything smaller than a 1/4-page ad), you can use one of these graphic icons on wooden backgrounds. You might see something similar on the side of a road telling you what you can do in an area. The fun part about these is you can mix and match the icons with whatever activity you need. The possibilities are endless. So if there is an icon missing, let us know and we can probably make one for you.
  • Business Cards and Letterhead: Two-Sided Card Option Travel Oregon: Mt. Hood and the Columbia River Gorge | 27 jeannine breshears Jeannine Breshears Destination Marketing Manager Clackamas County Tourism & Cultural Affairs 150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045 TEL 503.655.8419 CELL 503.709.7488 FAX 503.742.5907 jeannine@mthoodterritory.com Front side of card Back side of card jeannine breshears Jeannine Breshears Destination Marketing Manager Clackamas County Tourism & Cultural Affairs 150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045 TEL 503.655.8419 CELL 503.709.7488 FAX 503.742.5907 jeannine@mthoodterritory.com Front side of card Back side of card Clackamas County Tourism & Cultural Affairs 150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045 TEL 503.655.8419 CELL 503.709.7488 FAX 503.742.5907 www.mthoodterritory.com At quibus imi, te sincim eum re odio. Et elis volupiciis dolorer rovidun duntium as ressimil illabor rumquae poriam facius quodipsam sunt, ommod qui beat quasitam nonsed modisint eos eturisit vendaecte expliqui doluptio occae. Udignienis quas eum ero conseque velessitas dolest ratem fugit, tem reiunditassi ommoles rendigenes illoreperum ressimus et quat. Obis acias et qui acerunt la eatiis molorun tiscium harcidus, sitis ut et ea commod utemodi catur? Gia cumet everitat. Nullab ipicim erferum, sit voluptamus, sit aspero tecae nullore, comniminum, od underum explabor aliquam inctis volorepe rem latiant et placcae. Nemoloribusa cullab ilitatur aboriam conem. Itae oditemporero de vel iunturera volorem rae. Et elenimet magnit, to cuptas dolendamet parunto tatibus et fuga. Asint est eaquodit int placcae eum qui culpa volupta qui officia estotaqui doluptatium aut am, sediciunt odis a culpa nulparc ipsunti asitassint voluptaque nonet porem aut adi doluptate volupta exceaquibus cus aut omnimolupti iusamusdae volenis eum quas reperionse exercip sanihil luptatibus sumquos molorem volo volorecatem quo molor repre aut rem dolupta tumque dolorrore esed es porum haruptate plis poriosa ndandis mincitaquia voluptia evelit ilis eriberatur autem asperatatio tem quia assunditin nonecepeles eost ut ut dolenimaio beati inctur? Rovitatio. Am ex ea ium qui tem quiaerio. Nam harit quiam nestrum corestrum voluptate magnata vellab ideliquo dus acesciis el imagni rerrovit, omnim dolorpo reperae eum fugit liciliquatus eatem sitio tet porporendus dolendis evenis assimilibus, quunt audae occum quam vit quos vero que ea quat digenia temposa piendant que cum a quatusda quidustium eum aute nostium earum
  • E-mail Sign-Off Travel Oregon: Mt. Hood and the Columbia River Gorge | 28 jeannine breshears Jeannine Breshears Destination Marketing Manager Clackamas County Tourism & Cultural Affairs 150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045 TEL 503.655.8419 CELL 503.709.7488 FAX 503.742.5907 jeannine@mthoodterritory.com
  • Photography Travel Oregon: Mt. Hood and the Columbia River Gorge | 29 Photography On the next page (and previously in the presentation) is a sampling of the types of images we would want to use to help people get a sense of what they are in store for when they vacation in the Hood-Gorge area, whether it’s the togetherness of sitting next to a campfire or the invigorating experience of kiteboarding. We will use local photographers to help establish a look that can be ownable.
  • Approved Photography: Tyler Roemer Travel Oregon: Mt. Hood and the Columbia River Gorge | 30 Mount Hood, Timberline Ski Resort Hood River, below the Copper Dam K AYA K ING / RIVE R tb d Whoops Trail outside of Hood River ROAD cycl i n g TB D Timberline Ski Resort The Hood River Sand Bar on the Columbia Gorge fr u it loop TB D H I K ING TB D CAM PING T B D
  • Reference/Inspirational Photography Travel Oregon: Mt. Hood and the Columbia River Gorge | 31 PLEASE NOTE: These are all unlicensed photos that have been collected for the sole purpose of providing reference and inspiration for future photography. None of these should be considered for direct usage.
  • Thank You