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Oregon Coast Style Guide
 

Oregon Coast Style Guide

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    Oregon Coast Style Guide Oregon Coast Style Guide Presentation Transcript

    • The People’s Coast Brand handbook
    • Welcome to the People’s Coast. statute 390.610 “ . . . It is the public policy of the State of Oregon to forever preserve and maintain . . . the ocean shore . . . so that the public may have the free and uninterrupted use thereof.”
    • Table of contents introduction 4 single-page Print, layout example and Co-op 7–10 Headline Driven half page Print and layout Guidelines small space print and layout Guidelines Ad Layout guide Officially Yours half page print and layout Guidelines Small space print and layout Guidelines DIGITAL Static, mobile and animated banners Digital co-op opportunities Ad Layout guide 13 14 15 18 19 20–21 22 23 Local Business half page print and layout Guidelines small space print and layout Guidelines digital Static Banners digital co-op opportunities Ad Layout guide 26 27 28 29 30 photography APPROVED SELECTS REFERENCE PHOTOS Photo treatment how-to 33 34 35 tool kit Mile Marker 37 voice 38 Headlines 39 typography 40 color 41 logo 42–44 identity 45 E-Mail SIGNATURE 46 07/31/13
    • Dear Reader, After a great deal of listening, conferring, soul searching, vacationing and eating of clam chowder, we had a revelation. There are a lot of special, spectacular and rare things to be found on the Oregon Coast, and there is just one thing that unites them all: Oregon statute 390.610, which declares the entire coastline free and open to the public. It means that this isn’t just any coast—it is the People’s Coast. Everything we love about the Coast can be traced back to that simple fact, from the opportunity to stand (just about wherever you want) in awe of nature’s raw power to the childlike sense of adventure and the spiritual revival that can only come from being free to explore the Coast on your own terms. It belongs to all of us, but if we don’t talk about it in a strong and consistent voice, our message will get lost. The goal of this guide is to help the many different voices of the Coast speak as one, in order to make a stronger impact where it counts—with the audience we hope to intrigue in order to invite and eventually introduce them to the wonders of the People’s Coast. We encourage you to use these brand guidelines in all marketing communications. Along with these guidelines you will find the following elements to produce headline-driven, “Officially Yours” and local-business advertising: example layouts for print and digital; select images for south, central and north coast regions; headline options; type and color specifications; logo guidelines; identity templates and an e-mail signature. If you need assistance or have any questions, please contact: Marcus Hinz Director@thepeoplescoast.com 541.264.0543 Holly Macfee Holly@TravelOregon.com 971.717.6176 Thank you. 4
    • answering a few frequently asked questions Why should we embrace this work and not just create our own? Because being consistent with who you are is fundamental to effective advertising. For example, when you meet someone, it takes a few encounters to remember their name and maybe a few more to decide whether or not you like them. If you’re not consistent with your voice, then the people you’re working so hard to reach won’t connect with your message. But if we all look the same, how will my area be differentiated? This work is designed to deliver a one-two punch: Big Picture: The Oregon Coast is completely reserved for leisure and enjoyment. Must Dos: Within that vast landscape is a range of unique destinations and experiences. When everyone adopts the voice of the People’s Coast, we have a greater chance of making potential visitors feel like the Coast is a better choice than the many other options available to them. But within the same creative execution is the ability to showcase your unique destination or experience. The more towns/attractions that create ads within the voice of the People’s Coast, the more powerful this campaign becomes. Essentially, it will serve as a collection of inspiration for great coastal trips that get curious visitors checking things out across more of the region (north, central and south). What’s in this for us? Greater visibility. Sure, if you go off and make your own ads you’ll be able to talk entirely about your point of difference. But here’s the reality: when you ask visitors what they’re doing this weekend, they say, “I’m going to the Coast.” That’s a pretty special behavior to capitalize on. It means there’s a huge potential for visitors to move up and down the Coast and explore. Participating in this campaign increases your odds of attracting visitors who may be staying in other locations along the Coast. In other words, it’s designed to help spread the wealth. 5
    • The power of the mile marker Each ad in this style guide provides inspiration for a specific experience along the People’s Coast. The magic starts with photos of great destinations and copy that includes correlating mile markers. These mile markers not only give folks a point of reference but serve to drive intrigue for all 363 miles of the Oregon Coast. So while most advertising simply directs people to go online for more information, this campaign literally enhances the People’s Coast website (pictured left). The result: every time someone sees an ad for the People’s Coast, they have another great starting point for planning an amazing getaway. Mile 42.8, Neahkahnie Beach 6
    • single-page print Created to launch the People’s Coast as a regional brand identity, these full-page ads put a stake in the ground, almost literally. They tell you where the idea of the People’s Coast came from (Oregon law) and what’s so great about it (freedom). They invite and inspire a wide-ranging, generalized exploration of the public wonders of the Oregon Coast, rather than promote a specific region, business or landmark. They also introduce the idea of tagging specific sites along the journey with a flag and mile marker. 7
    • : DECREE WE THE PEOPLE OREGON. WE LOVE DREAMERS.® BY OFFICIAL OREGON. WE LOVE DREAMERS.® single-page print Lay CLAIM TO THE WORLD’S FINEST WEENIE-ROASTING TERRITORY. unlImITed feTChIng. Mile 42.8, Neahkahnie Beach Mile 39, Oswald West State Park IT’s a laW In oregon ThaT The enTIre CoasT Is free and oPen To everyBody. it’s a law in oregon that the entire coast is free and open to everybody. exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com explore all 363 extraordinary miles. visittheoregoncoast.com Template available. Contact Marcus Hinz. 8
    • YE! Hear YE! Friends! OREGON. WE LOVE DREAMERS.® Hear OREGON. WE LOVE DREAMERS.® single-page print BROthers! countrymen! It’s shreddin’ time. Running around willy- nilly is officially endorsed. Mile 222.6, Oregon Dunes National Recreation Area 11 miles SW of Coos Bay, Lighthouse Beach it’s a law in oregon that the entire coast is free and open to everybody. it’s a law in oregon that the entire coast is free and open to everybody. explore all 363 extraordinary miles. visittheoregoncoast.com explore all 363 extraordinary miles. visittheoregoncoast.com 9
    • EXPLORE THE PEOPLE’S COAST Mile 65, Tillamook Cheese visitors Center Mile 190, Florence Experience an Oregon tradition! Come see our cheesemakers at work. Take a self-guided tour; sample our award-winning cheeses; and shop for cheese, unique gifts and gourmet foods. Stay for a meal at our café and indulge in delicious Tillamook Ice Cream in a freshly baked waffle cone. www.tillamook.com/cheesefactory Home to history, mystery, fog and romance. Impeccable bed & breakfasts…fantastic antiquing…skipping rocks…delicious wine… spectacular golfing…fresh crab…long walks hand in hand…dense forests…historic architecture…rich coffee…fresh air…peaceful rivers…lively creeks…powerful ocean…you and someone special. www.florencechamber.com OREGON. WE LOVE DREAMERS.® single-page Print: CO-op single-page co-op The single-page co-op is an attractive framework for multiple businesses or interest groups to take advantage of full-page ad space in an organized, brand-consistent way. Mile 141, Oregon Coast Aquarium Mile 180, Sea Lion Caves The Oregon Coast Aquarium is located in Newport, Oregon. The largest exhibit, Passages of the Deep, allows visitors to walk through acrylic tunnels, surrounded by deep-water marine animals such as sharks, rays and rockfish. visitors also enjoy playful sea otters, seals and sea lions and the Northwest’s largest seabird aviary. www.aquarium.org Sea Lion Caves—truly one of the most remarkable natural experiences that you are likely to ever have, anywhere—is noted by Guinness World Records as “The World’s Largest Sea Cave.” Enjoy the gigantic cavern and the wildlife that inhabits it. Sea Lion Caves, “…it’s nothing short of wild…!” www.sealioncaves.com for ComPleTe evenT lIsTIngs and Where To sTay, eaT and Play, go To vIsITTheoregonCoasT.Com 10
    • headline driven
    • Headline driven For use if you’re a bicycle club putting on a race or an art gallery or a kiteboarding business and you’d like to make an emotional, insightful connection with your core audience. The headline/photo will get their attention, and then you can follow through with the mile marker and the name of your business or event for more information. 12
    • Headline driven Print: half page head-ClearIng hIkes. mInd-BloWIng vIeWs. Go home with sand in your shoes and art in your trunk. Mile 140, Nye Beach explore all 363 extraordinary miles. visittheoregoncoast.com Mile 328, Gold Beach Central exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com souTh Template available. Contact Marcus Hinz. PLAYING WITH YOUR FOOD IS ENCOURAGED. fungITarIans WelCome. Mile 128, Dockside Charters, Depoe Bay explore all 363 extraordinary miles. visittheoregoncoast.com Mile 164.4, Yachats central exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com CenTral 13
    • headline-driven print: small space INVITE A FRIEND OR TWO FOR DINNER. CYCLING HERE IS NOT FOR EVERYONE. SOME PEOPLE LIKE IT BORING. Mile 156, Port of Alsea, Walport exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com FOR SOME PEOPLE SUMMER IS THE “BORING” TIME OF YEAR. million-dollar views for exactly zero dollars. Mile 164.4, Yachats CenTral exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com CenTral vIsITTheoregonCoasT.Com Template available. Contact Marcus Hinz. 1.4 miles NW of Pacific City 11 miles SW of Coos Bay exPlore all 363 exTraordInary mIles. souTh explore all 363 extraordinary miles. visittheoregoncoast.com North Template available. Contact Marcus Hinz. CHILDHOOD DREAMS FULFILLED DAILY. Life is short. Eat Crab. Note: Headline-driven small-space print ads should not be smaller than the sizes shown here. Mile 150, Seal Rock exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com CenTral Mile 156, Waldport explore all 363 extraordinary miles. visittheoregoncoast.com central Template available. Contact Marcus Hinz. 14
    • headline-driven print: Ad Layout Guide Half-Page Headline-driven Majority of the space allocated to the main photo and headline. 85% 15% Vertical Small-Space Headline-driven fungITarIans WelCome. Vertical space allocated to top banner (paper background), main image and bottom banner (paper background). 86% million-dollar views for exactly zero dollars. The rope of the seal overlaps the top edge of the paper background. Seal size takes up 15%–20% of the composition. Mile 164.4, Yachats exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com Headline in Trade Gothic, all caps, always horizontally centered. Start with the headline vertically centered; but move it if disturbs the focus of the image or is illegible (see example below). CenTral Region designation. The rope of the seal overlaps the top edge of the paper background. Seal size takes up 15%–20% of the composition. 1.4 miles NW of Pacific City 14% childhood dreams fulfilled daily. childhood dreams fulfilled daily. Mile 150, Seal Rock explore all 363 extraordinary miles. visittheoregoncoast.com central Headline in Trade Gothic, all caps, always horizontally centered. Start with the headline vertically centered; but move it if disturbs the focus of the image or is illegible (see example below). Mile 150, Seal Rock explore all 363 extraordinary miles. visittheoregoncoast.com explore all 363 extraordinary miles. visittheoregoncoast.com North Region designation. If vertically centered headline disturbs the focus of the photo find an area above or below it sits legibibly. In this case the sky is more legible, so it is centered between the horizon and top of the ad. central 15
    • OFFICIALLY YOURS
    • officially yours Officially Yours is the tagline for the People’s Coast. It’s not mandatory, but it’s useful in certain situations. When used in combination with a dramatic view or unexpected gem, it can remind our audience of everything the People’s Coast stands for: uninterrupted access to amazing stuff. The Officially Yours headline can help generate interest in your area and remind people of all the wonders that are theirs to enjoy, by official decree. 17
    • officially yours print: Half Page mile 328, gold beach mIle 28, eCola sTaTe Park OFFICIALLY YOURS OFFICIALLY YOURS It’s a law in Oregon that the entire coast is free and open to everybody. explore all 363 extraordinary miles. visittheoregoncoast.com It’s a law in Oregon that the entire coast is free and open to everybody. south exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com norTh Template available. Contact Marcus Hinz. mIle 222.6, oregon dunes naTIonal reCreaTIon area mile 222.6, Oregon dunes national recreation area OFFICIALLY YOURS OFFICIALLY YOURS It’s a law in Oregon that the entire coast is free and open to everybody. explore all 363 extraordinary miles. visittheoregoncoast.com It’s a law in Oregon that the entire coast is free and open to everybody. South exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com souTh 18
    • officially yours Print: small space mIle 42.8, neahkahnIe BeaCh mile 28, Ecola state park mIle 39, osWald WesT sTaTe Park OFFICIALLY YOURS OFFICIALLY YOURS exPlore all 363 exTraordInary mIles. explore all 363 extraordinary miles. vIsITTheoregonCoasT.Com visittheoregoncoast.com norTh exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com north Template available. Contact Marcus Hinz. Template available. Contact Marcus Hinz. OFFICIALLY YOURS explore all 363 extraordinary miles. norTh visittheoregoncoast.com north Template available. Contact Marcus Hinz. OFFICIALLY YOURS Mile 140, Nye Beach exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com OFFICIALLY YOURS 1.4 miles NW of Pacific city CenTral OFFICIALLY YOURS mile 140, nye beach mIle 222.6, oregon dunes officially yours OFFICIALLY YOURS Mile 222.6, Oregon Dunes National Recreation Area explore all 363 extraordinary miles. visittheoregoncoast.com exPlore all 363 exTraordInary mIles. SOUTH vIsITTheoregonCoasT.Com explore all 363 extraordinary miles. souTh visittheoregoncoast.com CENTRAL Template available. Contact Marcus Hinz. 19
    • Officially Yours Digital: Static and Mobile Banners 160 x 600 Pixels 728 x 90 pixels 300 x 250 pixels Mobile 300 x 50 Mobile 320 x 50 Templates available. Contact Marcus Hinz. 20
    • Officially Yours Digital: animated Banners 160 x 600 Pixels 728 x 90 pixels 300 x 250 pixels Templates available. Contact Marcus Hinz. The starting frame shows the background and the mile marker with newspaper under it. In the next step, OFFICIALLY YOURS slides in from the right on vertical banners and the top on horizontal banners. For the final step, the lower portion of newspaper slides in, followed by text and the Coast Crest fading in. 21
    • OFFICIALLY YOURS digital co-op Opportunities Co-op opportunities in the digital space are achieved via media placement, not the actual creative. Rather than force multiple locations into a single creative execution, work with neighboring businesses or towns to place individual creative strategically to achieve a co-op effect. 22
    • Officially Yours: Ad Layout Guide Half-Page Officially yours Ad Mile and location in Trade Gothic Bold Condensed. Vertically and horizontally centered mile and business name copy; compensate space for the flag icon. Mile 28, Ecola State Park 9% 15% OFFICIALLY YOURS 70% 15% Vertical Small-Space Officially yours 7% Mile and location in Trade Gothic Bold Condensed. Vertically and horizontally centered mile and business name copy; compensate space for the flag icon. 1.4 miles NW of Pacific City Center the headline and scale to 75%–90% of the width of the space Headline in Trade Gothic, all caps, on one line. Pick a location vertically near the center that maximizes contrast and does not obscure critical features of the photograph. Center the headline and scale to 75%–90% of the width of the space. Vertical space allocated to top banner (paper background), main image and bottom banner (paper background). Vertical space allocated to top banner (paper background), main image and bottom banner (paper background). 73% 79% explore all 363 extraordinary miles. visittheoregoncoast.com north Headline in Trade Gothic, all caps and can be two lines. Pick a location vertically near the center that maximizes contrast and does not obscure critical features of the photograph. mIle 156, WaldPorT OFFICIALLY YOURS OFFICIALLY YOURS The rope of the seal overlaps the top edge of the paper background. Seal size takes up 15%–20% of the composition. explore all 363 extraordinary miles. 14% mIle 156, WaldPorT vIsITTheoregonCoasT.Com OFFICIALLY YOURS 8% Region designation. Copy in mixed case; subhead and URL left aligned in bold, all caps. exPlore all 363 exTraordInary mIles. 84% The rope of the seal overlaps the top edge of the paper background. Seal size takes up 15%–20% of the composition. It’s a law in Oregon that the entire coast is free and open to everybody. 18% 8% visittheoregoncoast.com north Region designation. In a small space use subhead and URL only. Left-align and break into two lines. If red headline becomes illegible due to background image, “cream” color may be used. exPlore all 363 exTraordInary mIles. CenTral vIsITTheoregonCoasT.Com CenTral 23
    • local business
    • Local BusinesS When you want to promote your business, and you want to leverage the power of the People’s Coast brand to make a bigger impact. 25
    • Local Business Print: half page mIle 156, WaldPorT seafood markeT mile 138.3, bike newport Only the freshest daily catches. Experience the Coast on two wheels. bikenewport.net explore all 363 extraordinary miles. visittheoregoncoast.com central exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com mIle 150, seal roCk sTaBles mile 128, dockside charters Catch your dinner from the depths of the Pacific. docksidedepoebay.com explore all 363 extraordinary miles. visittheoregoncoast.com CenTral Beach rides daily May through October. sealrockstables.com central exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com CenTral Template available. Contact Marcus Hinz. 26
    • local business print: small space mIle 150, seal roCk sTaBles seal roCk sTaBles Mile 150, Seal Rock exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com exPlore all 363 exTraordInary mIles. CenTral Template available. Contact Marcus Hinz. vIsITTheoregonCoasT.Com Template available. Contact Marcus Hinz. neWPorT vIsual arTs CenTer Mile 128, Dockside Charters, Depoe Bay exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com Template available. Contact Marcus Hinz. norTh MILE 141 exPlore all 363 exTraordInary mIles. CenTral vIsITTheoregonCoasT.Com CenTral Template available. Contact Marcus Hinz. 27
    • Local Business Digital: Static Banners 160 x 600 Pixels 728 x 90 pixels 300 x 250 pixels Templates available. Contact Marcus Hinz. 28
    • Local Business digital co-op Opportunities Co-op opportunities in the digital space are achieved via media placement, not the actual creative. Rather than force multiple locations into a single creative execution, work with neighboring businesses or towns to place individual creative pieces strategically to achieve a co-op effect. 29
    • Local business: Ad Layout Guide Vertical Small-Space Business Half-Page Business 9% Vertical space allocated to top banner (paper background), main image and bottom banner (paper background). mile 150, seal rock stables Mile and business name in Trade Gothic Bold Condensed. Vertically and horizontally centered mile and business name copy; compensate space for the flag icon. Vertical space allocated to top banner (paper background), main image and bottom banner (paper background). 73% explore all 363 extraordinary miles. visittheoregoncoast.com seal rock stables Mile 150 Business name in Trade Gothic Bold Condensed; mile in regular weight. Vertically and horizontally centered mile and business name copy; compensate space for the flag icon. 75% The rope of the seal overlaps the top edge of the paper background. Seal size takes up 15%–20% of the composition. Beach rides daily May through October. sealrockstables.com 18% 11% Central Region designation. Copy in mixed case; subhead and URL left aligned in bold, all caps. 14% The rope of the seal overlaps the top edge of the paper background. Seal size takes up 15%–20% of the composition. explore all 363 extraordinary miles. visittheoregoncoast.com central Region designation. In a small space use subhead and URL only. Left-align and break into two lines. 30
    • PHOTOGRAPHY
    • photography Subject Photography for the People’s Coast brand should convey the extraordinary privacy and freedom that are possible when you have access to 363 miles of public coastline. There should be a sense of spontaneity in the action. We’re not looking for locations like Haystack Rock or lighthouses. We’re more interested in the lesser-known vistas, secret beaches, trails, etc., with small numbers of people (zero to a handful) enjoying them in their own quirky ways, with lots of space around them. Officially Yours layouts work best with just scenery and no people or with scenery and a person small in the frame and unaware of the camera. Our readers should be able to put themselves in the situation and feel that the beautiful vista in front of them is “officially theirs.” For local business and smaller-space layouts, a close-up of a single, graphic element works well, e.g., a close-up of a Dungeness crab. Simpler is better. Style We’re recommending an artistic Polaroid/Holga photographic style for this campaign. The intense, saturated colors and dreamy, personal quality of the Polaroid (or Holga) technique reinforce the ideas of personal freedom, spontaneity and heightened senses. This style of photography has become very popular with the invention of Instagram, the photography-sharing mobile application. Instagram is essentially photography of the people. (Check out #thepeoplescoast on Instagram.) 32
    • APPROVED SELECTS Mile: 28 Location: Ecola State Park Region: North Mile: 140 Location: Nye Beach Region: Central Mile: 156 Location: Waldport Region: Central Mile: 1.4 miles NW of Pacific City Location: Cape Kiwanda Region: North Mile: 140 Location: Nye Beach Region: Central Mile: 11 miles SW of Coos Bay Location: Lighthouse Beach Region: South Note: These images have been licensed by Travel Oregon for use by Oregon Coast businesses, towns and DMOs. Please contact Marcus Hinz to request assets. Usage on all images is three years North America for the following uses: consumer and trade print, newspaper, collateral, brochure, direct mail, industrial, PR/events, digital and internet. Usage expires July 2016. Mile: 39 Location: Oswald West State Park Region: North Mile: 42.8 Location: Neahkahnie Beach Region: North Mile: 150 Location: Seal Rock Region: Central Mile: 222.6 Location: Oregon Dunes National Recreation Area Region: South Mile: 112.9 Location: Lincoln City Region: Central Mile: 156 Location: Port of Alsea, Waldport Region: Central Mile: 328 Location: Gold Beach Region: South 33
    • REFERENCE PHOTOS Mile: 39 Location: Oswald West State Park Region: North Mile: 141 Location: Newport Region: Central Mile: 164.4 Location: Yachats Region: Central Mile: 39 Location: Oswald West State Park Region: North Mile: 141 Location: Newport Region: Central Mile: 150 Location: Seal Rock (beach at end of Quail St.) Region: Central Mile: 166.9 Location: Devil’s Churn, Yachats Region: Central Mile: 138.3 Location: Agate Beach, near Newport Region: Central Mile: 128 Location: Dockside Charters, Depoe Bay Region: Central Mile: 155.5 Location: Alsea Bay Region: Central Mile: 166.9 Location: Devil’s Churn, Yachats Region: Central Note: These are all unlicensed photos that have been collected for the sole purpose of providing reference and inspiration for the suitable style of photography as outlined on page 29. None of these images should be considered for direct use. For inquiries and availability of additional images, please contact Holly Macfee. Mile: 138.3 Location: Agate Beach, near Newport Region: Central Mile: 156 Location: Waldport Region: Central Mile: 222.6 Location: Oregon Dunes National Recreation Area Region: South Mile: 222.6 Location: Oregon Dunes National Recreation Area Region: South Mile: 140 Location: Nye Beach Region: Central Mile: 164.4 Location: Yachats Region: Central Mile: 222.6 Location: Oregon Dunes National Recreation Area Region: South 34
    • PHOTO TREAMENT TREATMENT HOW-TO STEP 3: TRY OUT VARIOUS EFFECTS If choosing to source photos outside of the licensed photos provided, the asset kit includes a series of Photoshop layer sets to apply to give your photos additional color and tone consistent with the overall look and feel of this guide. Using the layer sets will require some basic photo-retouching knowledge as well as trial and error. STEP 4: FINAL ADJUSTMENTS Click the radio box on the left side of each layer set (e.g. “Mayfair”) to try various effects that suit your photo. Some judgment will be necessary here; for example, the effect on this photo has become too bright on the fish and loses detail. STEP 1: SELECT PHOTO STEP 2: Drag Effects onto your photo OFF ON STEP 5: Save and place in layout Turn effect off and try another. If the effect is too intense, consider lowering its opacity. Click on the effect layer group you wish to lower, then find this setting in the top right of the layer palette. CLICK EFFECT GROUP ADJUST % Mile 128, Business Name Here explore all 363 extraordinary miles. visittheoregoncoast.com Select a well-composed photo like the ones on pages 33 and 34. Then open “Oregon_Tourism_Effects.psd.” This also works if the grain is too strong for the photo. Click on the “Coastal Layer Set” folder within the layer palette and drop onto your photo. CLICK GRAIN LAYER Central Save your photo in a format your publication prefers and place into your layout. ADJUST % This effect is too dark. Before After This effect makes the photo interesting and highlights the fish quite nicely. 35
    • tool kit
    • DETERMINE YOUR MARKER YOUR MILE MARKER Mile markers should represent where on Highway 101 the photograph in your layout was taken so visitors can discover it for themselves. The preferred method is to locate the closest mile marker on Highway 101 nearest the point of interest, town or business the photo represents. Instances where the location is coastal but slightly off Highway 101, use the distance and direction from the nearest major town that is on the highway (e.g., 11 miles SW of Coos Bay). 37
    • voice of the people’s coast “Voice” refers to the attitude conveyed through headlines and copy in any piece of communication. We’d love for it to feel like a real person talking to another real person. The person speaking is someone you would like to spend time with. This person is passionate about the Coast, but not gushy. Confident, but not pretentious. This person would always say “use” and not “utilize,” and would probably say “spots you’ll love” rather than “points of interest.” 38
    • SAMPLE HEADLINES subject: horseback riding · Add a covered wagon and boom! you’re a pioneer. · Childhood dreams fulfilled daily. subject: fishing/crabbing · Dinner may just take all day. · Life is short. Eat crab. · Playing with your food is encouraged. · Invite a friend or two for dinner. subject: arts/crafts · Go home with sand in your shoes and art in your trunk. · Beauty begets beauty begets beauty. · If you get tired of this, you can always shop for some art. subject: mushroom foraging · Fungitarians welcome. · The Coast is free to everybody, but wild mushrooms cost extra. Just kidding. · Hike to eat. Eat to hike. subject: storm watching · Around here, you don’t need a TV to see plenty of drama. · Mind-blowing scenery. Hair-blowing weather. · See weather that comes all the way from halfway around the world just to impress you. · For some people, summer is the “boring” time of year. subject: Spiritual side of nature · Come for the fresh air. Go home with a fresh outlook. · Some people go to therapy. We just look out the window. · A vacation should help put things into perspective. · Whatever was bugging you on the drive out here will soon be forgotten. 39
    • TYPOGRAPHY Primary Sans Serif Trade Gothic is the primary sans serif and is used for headlines, headers and large body copy. We recommend using Bold Condensed No. 20. All caps is recommended for headlines and headers. Trade Gothic (Bold condensed No. 20) abcdefgh abcdefgh 12345 Available here: http://www.myfonts.com/fonts/linotype/trade-gothic/bold-condensed-no-20-63882/buy.html SECondary SANs serif Trade Gothic is the secondary sans serif and is used for smaller subcopy that needs to be thinner. We recommend using Condensed No. 18. Upper- and lowercase letters are used, and the font is primarily used to indicate locations and mile markers. Trade Gothic (Condensed No. 18) abcdefgh abcdefgh 12345 typography The People’s Coast typographic style consists of two typefaces: Trade Gothic (Bold Condensed No. 20) and Trade Gothic (Condensed No. 18). To ensure continuity, these fonts are to be used in all printed works. If the typefaces are not available on your computer they will have to be purchased and licensed for your specific use. Available here: http://www.myfonts.com/fonts/linotype/trade-gothic/condensed-no-18-63882/buy.html substitute font If Trade Gothic Bold Condensed No. 20 is not available, use the Bell Centennial font for e-mails, Web and PowerPoint. Bell Centennial (Sub Caption) abcdefgh abcdefgh 12345 Bell Centennial (Sub Caption) replaces Trade Gothic (Condensed No. 18). Available here: http://www.myfonts.com/fonts/bitstream/bell-centennial/sub-caption 40
    • COLOR COLOR BUILDS preferred Headline ANd logo color c15 m100 y100 k0 pantone 1795 C Body copy color c0 m0 y0 k61 Secondary Headline COLOR pantone 424U c1 m3 y2 k0 r107 g109 b112 Color r250 g244 b243 r210 g35 b42 It is important that the People’s Coast maintains a consistent look and feel across the broad platform of media and materials produced. Using the approved colors in all communications will PANTONE COLOR strengthen the brand while allowing each application to be distinct. The uncoated Pantone colors are for the stationery only (bottom row). Stationery logo color pantone 1797 U stationery Type Color pantone 424 U 41
    • LOGO Logo The logo is a crisp, modern interpretation of a classic motif: an “official” yet whimsical new emblem inspired by the road sign for Highway 101. The flags link to maritime imagery and the Oregon Coast website. Lastly, the whale tail and rope imagery are iconic of the Coast. Regions The People’s Coast logo represents all 363 miles of the public coast. The mile marker identifies a specific destination to explore. To orient people as to where the mile marker exists geographically along the Coast, the designations North, South and Central are available to accompany the logo in print executions. It is not mandatory but an option for print only. This is the only acceptable south central north subcopy. Do not use individual or multiple cities or towns. 42
    • LOGO Recommended print size 1.3" Recommended maximum print size 1.8" Size Requirements To maintain readability, proper logo size is important. The logo should never be printed smaller than Recommended mimimum print size .75" .75" For larger materials, such as signage and billboards, use your best judgment for the size of the logo, leaving adequate clear space around the mark. For Web only the logo can be sized down as shown in the examples in the digital section. Preferred use of logo The preferred color for the People’s Coast logo is red and knocked out to the background color. For example, if the logo appeared on a white background and was in color, the logo would be red and white. In the print ads and web banners, the logo would be red and knocked out to the background For color usage color (regardless of whether it bleeds over some other part of the ad). For black and white usage only 43
    • LOGO DON’Ts Yachats, Seal rock, Waldport Do not stretch the logo horizontally. Do not stretch the logo vertically. Do not fill the logo with colors outside the recommended logo colors. Do not change the region (South, North or Central) to multiple city names. Seal rock Do not knock out to colors other than white or the paper background color. Do not use a drop shadow. Do not use on colors that lack sufficient contrast. Do not change the region (South, North or Central) to a single city name. 44
    • identity letterhead, #10 envelope, double-sided business card oregon STATUTE 390.610 “…It is the public policy of the State of Oregon to forever preserve and maintain…the ocean shore…so that the public may have the free and uninterrupted use thereof.” visittheoregoncoast.com Jane Doe executive director Oregon Coast Visitors Association 137 ne first street / po box 74 newport, oregon 97365 p 541 574 2679 888 628 2101 f 541 265 2188 jdoe@visittheoregoncoast.com OREGON COAST VISITORS ASSOCIATION 137 ne first street / po box 74 newport, oregon 97365 OREGON COAST VISITORS ASSOCIATION 137 ne first street / po box 74 newport, oregon 97365 p 541 574 2679 888 628 2101 f 541 265 2188 45
    • e-mail signature The people’s coast Jane Doe executive director OREGON COAST VISITORS ASSOCIATION 137 ne first street / po box 74 newport, oregon 97365 p 541 574 2679 888 628 2101 f 541 265 2188 E-mail signatures should be formatted as follows: The colors used in the e-mail signature are dark gray and red. Recommended typeface is Trade Gothic. jdoe@visittheoregoncoast.com The people’s coast Jane Doe executive director OREGON COAST VISITORS ASSOCIATION 137 ne first street / po box 74 newport, oregon 97365 p 541 574 2679 888 628 2101 f 541 265 2188 If Trade Gothic is not available, use Bell Centennial. jdoe@visittheoregoncoast.com 46