The Alaska’s Inside Passage brand represents the image of our area as a desirable place to live, work and play. It carries...
Contents
Introduction
The Brand
What is a Brand?
Alaska’s Inside Passage Brand
Brandmark, Wordmarks & Tagline
Brandmark
Ta...
The Brand
What is a Brand?
Alaska’s Inside Passage Brand
1.1
1.2
1.1
What is a Brand?
A brand is the collective message we present to our market. Simply put, a brand is the perception peo...
1.2
Alaska’s Inside Passage Brand
The Brand Promise
Southeast Alaska’s Inside Passage offers the independent visitor a per...
Brandmark & Tagline
Brandmark
Tagline
Wordmark
Clearspace
Minimum Sizes
2.1
2.2
2.3
2.4
2.5
2.1
BrandmarkThe Alaska’s Inside Passage brandmark
(logo) is the graphic nucleus from
which all visual communications
revo...
2.2
Tagline1.	 It may be isolated away from the
marks but always within the same
visual display.
2.	 When used with the br...
2.3
WordmarkThe Alaska’s Inside Passage wordmark
is subsidiary to the brandmark. It is
used in applications where the
bran...
2.4
ClearspaceA minimum clearspace on all sides
of the Alaska’s Inside Passage
brandmark and wordmark is indicated
as a li...
2.5
Minimum Sizes1.	 The Alaska’s Inside Passage
brandmark is designed to maintain
legibility in very small applications.
...
Permitted & Prohibited Use
Permitted, 4 Color
Permitted, Single Color
Prohibited
3.1
3.2
3.3
3.1
Permitted, 4 ColorThe following rules describe permitted,
4 color brandmark applications.
Whenever possible, the 4 col...
3.2
Permitted, Single Color1.	 When an application requires the
use of a single color version of the
brandmark/wordmark, b...
3.3
Come to and get Wild!
4
Prohibited1.	 Under no circumstances shall users
of the Alaska’s Inside Passage
Brandmark/word...
Brand Properties
Color Palette
Fonts
Photography
4.1
4.2
4.3
4.1
Color Palette1.	 The brand color palette consists
of 5 primary colors (Black, Purple
Majesty, Blue Ocean, Blue Sky
and...
4.2
Fonts1.	 The wordmark and tagline are
derived from the Bravissima Script
font.
2.	 The letterforms have been redrawn 	...
4.3
PhotographyPhotographic imagery must be
professional and simple in composition.
When possible, images should be
compos...
Sample Applications
Business Cabinet
Press Release
Brochure
Print Advertising
Water Bottles
Coffee Cup
Coasters
Cap
T-shir...
5.1
Business CabinetThe business cabinet includes a
letterhead, envelope and business card.
All three should be produced u...
5.2
Press ReleaseThe press release should be printed
on the same paper stock as the
letterhead, without watermarks or
back...
5.3
Rack BrochureRack brochures should measure 4”x 9”
folded. The upper 1/4 of the front
panel should be reserved for the
...
5.4
Print AdvertisingPrint ads should be simple but
evocative. A single strong image, a
short caption, the brandmark, tagl...
5.5
Print Advertising
Go with the flow
a l a s k a i n f o . o r g
Go with the flow
a l a s k a i n f o . o r g
5.6
Print Advertising
We have powerful
friends on the inside
a l a s k a i n f o . o r g
We have powerful
friends on the i...
5.7
Water BottlesReusable water bottles are a popular
item for active visitors. The bottles on
this page display a white b...
5.8
Coffee CupCoffee cups with the brandmark and
tagline are applied to a white ceramic
cup. A solid color from the brand ...
5.9
CoastersPaper coasters are made out of heavy
card stock with a watercolor wash and
paper texture as the background.
5.10
CapCaps should include embroidered
brandmarks. Because of the detail
limits of the embroidery process, small
text of ...
5.11
T-shirts
5.11
T-shirts are a good selling item for
retailers who cater to the tourist
market. The graphics shown on t...
5.12
SweatshirtSweatshirts are another popular item.
like t-shirts, they should include fresh,
unincumbered graphics.
5.12
5.13
Website Home PageThe Alaska’s Inside Passage area
website should be simple and quick to
navigate. The most important ...
5.14
Website Section PageEach section page includes a section
overview and subsequent pages.
1.	 The header panel features...
5.15
Smart Phone or Tablet AppA smart phone or tablet app can be
developed as a condensed version of
the website. A more a...
The Brand Signature
Overview
Signature for Brochure
Signature for Rack Card or Leaflet
Co-branding
6.1
6.2
6.3
6.4
6.1
Signature for Small LeafletThe Alaska Inside Passage signature
system will allow the brandmark and
URL to appear in co...
6.2
The Brand Signature for an 8.5”x 11” BrochureThe Alaska Inside Passage signature
system will allow the brandmark and
U...
6.3
Co-brandingThere will be opportunities where area
retailers will want to use the wordmark
in their visual communicatio...
Brand Style Guide - Alaska's Inside Passage
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Brand Style Guide - Alaska's Inside Passage

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Axia Partnered with Great Destination Strategies to develop a brand for Alaska's Inside Passage. One of the final deliverables was a comprehensive Brand Style Guide for the South Alaska Tourism Council and all those who will promote the brand through visual communications.

Axia is an award-winning visual communications company specializing in wayfinding, branding and advertising for city, corporate and retail markets. Axia provides solutions to move people forward, companies upward and communities onward. Here, great ideas take flight. At Axia, we believe there is no such thing as a bad idea, just another step toward a winning solution. We encourage our Clients to participate in the design process because their input is based on insight and passion. Our motto is simple. “Provide the best creative solutions for the best clients for the best results– and have fun doing it”. Axia Creative, formerly known as Mayfield Creative, is located in West Palm Beach, Florida with a client base that covers the entire US, parts of Canada and over 19 Caribbean territories.

Todd Mayfield is the President and cofounder of Axia Creative. He has over 29 years of wayfinding, brand development, advertising and print graphics experience. He is also an accomplished fine artist and illustrator.

Todd has earned numerous awards for design excellence and profound respect among his peers. His work has been featured in various industry magazines and books such as Print, Signs of the Times and American Corporate Identity. Currently, his company has a loyal client base from California to the Caribbean and parts of Canada.

AXIACREATIVE.COM

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Brand Style Guide - Alaska's Inside Passage

  1. 1. The Alaska’s Inside Passage brand represents the image of our area as a desirable place to live, work and play. It carries an evocative message of promise to our visitors and reinforces pride in this special region among our residents. Marketing communications used to promote the Alaska’s Inside Passage brand represent our promise made. The experiences a resident or visitor has in Southeast Alaska represents the promise kept. The purpose of this Brand Style Guide is to maintain brand consistency in all marketing communications used to represent Alaska’s Inside Passage. It is crucial that we speak with one clear voice so that our message is amplified to reach our audience. Although it is impossible to address all conceivable interpretations of the Alaska’s Inside Passage brand, this guide does, however, convey key elements and style attributes of a destination community. The tools in this guide will help build Alaska’s Inside Passage’s brand equity, increasing interest in the region as a desirable destination for independent visitors and a proud home for it’s residents. Introduction
  2. 2. Contents Introduction The Brand What is a Brand? Alaska’s Inside Passage Brand Brandmark, Wordmarks & Tagline Brandmark Tagline Wordmark Clearspace Minimum Sizes Permitted & Prohibited Use Permitted, 4 Color Permitted, Single Color Prohibited The Brand Properties Color Palette Fonts Photography 0.1 1.0 1.1 1.2 2.0 2.1 2.2 2.3 2.4 2.5 3.0 3.1 3.2 3.3 4.0 4.1 4.2 4.3 Brand Applications Business Cabinet Press Release Brochure Print Advertising Water Bottles Coffee Cup Coasters Cap T-shirt Sweatshirt Website Smart Phone or Tablet App The Brand Signature Signature for Brochure Signature for Rack Card or Leaflet Co-branding 5.0 5.1 5.2 5.3 5.4 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.15 6.0 6.1 6.2 6.3
  3. 3. The Brand What is a Brand? Alaska’s Inside Passage Brand 1.1 1.2
  4. 4. 1.1 What is a Brand? A brand is the collective message we present to our market. Simply put, a brand is the perception people have of us, regardless of our intent. A Brand Strategy is the process a destination undergoes to develop campaigns that deliver an intended message targeted to a specific audience. If successful, the right message will reach our intended audience. There are many who think a logo is the brand. A logo is merely a visual emissary - an icon representative of the brand. A brand is more than our visual communications. It is the destination experience promised to the target audience. That experience must be delivered as promised because a strong brand comes from earned credibility. Externally, branding increases visitor awareness. If developed correctly, a brand differentiates the destination from other places. It will increase visitor returns and, more importantly, increase dollars spent here. Internally, brand consistency will align marketing and communications activity among our residents, business owners and community representatives.
  5. 5. 1.2 Alaska’s Inside Passage Brand The Brand Promise Southeast Alaska’s Inside Passage offers the independent visitor a personal window to a place of genuine wonder; exploration of soaring mountains and tumbling glaciers up close and at his or her own pace; interaction with marine and land-based wildlife; intimate connections to the history and cultures of the region; and individual exploration of remote but accessible wilderness and inland waterways. Values • Closeness to nature • Deriving energy from the environment • The value of building memories • Quality personal/family experiences • Delight through personal exploration and discovery Personality The independent Alaska’s Inside Passage (if it were a person), is an inquisitive, energetic individual who seeks personal discoveries by following his or her own path. Essence An intimate journey of exploration through the wonders of Alaska’s inside Passage Emotional Benefits • The restfulness of a leisurely journey at one’s own pace • The satisfaction of experience through all of the senses • The delight of intimate observation of flora and fauna • Connectedness with nature through solitary or undisturbed time • A sense of personal discovery through one’s own initiative • Tranquility from the unpopulated environment
  6. 6. Brandmark & Tagline Brandmark Tagline Wordmark Clearspace Minimum Sizes 2.1 2.2 2.3 2.4 2.5
  7. 7. 2.1 BrandmarkThe Alaska’s Inside Passage brandmark (logo) is the graphic nucleus from which all visual communications revolve. With consistent exposure through comprehensive visual communications, Alaska’s Inside Passage’s brand equity will increase. There are 3 primary components of the Alaska’s Inside Passage brandmark: 1. The typographical portion of the logo is a stylized derivative from the Bravissima Script font. 2. Represents a mountain range with a waterway passage in the foreground. 3. The double blue “swash” gives the brandmark a visual foundation. It represents the ocean shoreline. 1 2 3
  8. 8. 2.2 Tagline1. It may be isolated away from the marks but always within the same visual display. 2. When used with the brandmark, the tagline must maintain its position as constructed in the approved brandmark configuration. 1 2
  9. 9. 2.3 WordmarkThe Alaska’s Inside Passage wordmark is subsidiary to the brandmark. It is used in applications where the brandmark’s legibility may be compromised, for small applications with limited impression areas or as a subtle signature where the full brandmark has already been introduced.
  10. 10. 2.4 ClearspaceA minimum clearspace on all sides of the Alaska’s Inside Passage brandmark and wordmark is indicated as a light grey version of the letter “A”. It must be maintained at all times. These areas must never be invaded by other graphics or photographic elements. In rare cases, low contrast photographic elements may appear behind the brandmark/wordmark but it is recommended that the brandmark/wordmark remain isolated.
  11. 11. 2.5 Minimum Sizes1. The Alaska’s Inside Passage brandmark is designed to maintain legibility in very small applications. When used with the Boundless tagline, it’s minimum size should be no less than 1 1/4” from the left edge of the upper case “A” to the right edge of the lower case “e”. 2. If used without the Boundless tagline, it’s minimum size should be no less than 1” from the left edge of the upper case “A” to the right edge of the lower case “e”. 3. The minimum size for the wordmark should be no less than 3/4” from the left edge of the upper case “A” to the right edge of the lower case “e”. 1 3 2 1 1/4" 1" 3/4"
  12. 12. Permitted & Prohibited Use Permitted, 4 Color Permitted, Single Color Prohibited 3.1 3.2 3.3
  13. 13. 3.1 Permitted, 4 ColorThe following rules describe permitted, 4 color brandmark applications. Whenever possible, the 4 color brandmark must be used over a white background. In limited situations, it may be used over a white/off-white watercolor paper texture or against a low contrast, photographic background equal to or no more than 15 % grey or 15 % sky blue. NOTE: An Alaska’s Inside Passage Brand Identity Usage Agreement must be submitted for approval prior to use of the Alaska’s Inside Passage brandmark or any graphic element contained in this style guide. To obtain a free Usage Agreement form, please call 907-586-4777.
  14. 14. 3.2 Permitted, Single Color1. When an application requires the use of a single color version of the brandmark/wordmark, black over white is the preferred format. When used in reverse over a dark background, the brandmark/ wordmark shall be applied as white and gradient tints of white. 2. A reversed (white) brandmark/ wordmark may be used against a high contrasting watercolor wash that closely represents one of the non-tinted primary colors from the approved color palette. The reversed brandmark/wordmark may be applied against a photo image as long as its placement is over a contrasting area devoid of distinctive elements or competing textures. 3. When an application requires the use of a single color version of the brandmark/wordmark other than black, use Purple Majesty (pms 2617) and gradient tints thereof whenever possible. It is preferred that a single color format be used over white or a white/off-white watercolor paper texture. 4. Green Grass (pms 361) and Blue Ocean (pms 2995) may be used as single color versions of the brandmark/wordmark against a white background only. However, these versions shall be used at a minimum because of their low contrast. They will appear visually weak and will not support the brand when used with strong imagery or high contrasting graphics and/or text. 1 2 3 4
  15. 15. 3.3 Come to and get Wild! 4 Prohibited1. Under no circumstances shall users of the Alaska’s Inside Passage Brandmark/wordmark make any alterations to it. 2. The color arrangement of the brandmark/wordmark shall never be rearranged or changed in any way. This includes changing the gradient values or adding a drop shadow. 3. No elements that are part of the brandmark shall be removed. 4. Single color versions of the brandmark shall not deviate from Black, Purple Majesty (pms 2617), Blue Ocean (pms 2995), Green Grass (pms 361) or White. 5. The 4 color version of the brandmark must never be placed against a textured background other than a low contrast photo image or a white/off-white watercolor paper texture. 6. The brandmark/wordmark shall never be used against a photo image background that has competing high contrast visual elements that invade the clearspace. 7. The brandmark/wordmark shall never be used as a third party identity. 8. The brandmark/wordmark shall never be used as screen tint or watermark. 9. The 4 color version of the brandmark must never be placed against a colored background other than white or a white/off-white watercolor paper texture. 10. When a brandmark is used with isolated imagery, it must never be obstructed or obscured. 11. Neverusethebrandmarkinasentence. 12. Never rotate the brandmark or use it in a fixed, vertical format unless the application may be used or viewed in a “right-read” position. 1 2 3 5 6 7 8 9 10 11 12
  16. 16. Brand Properties Color Palette Fonts Photography 4.1 4.2 4.3
  17. 17. 4.1 Color Palette1. The brand color palette consists of 5 primary colors (Black, Purple Majesty, Blue Ocean, Blue Sky and Green Grass Also included are allowable color treatments (tints values and gradient blends). 2. The colors are based on the Pantone Matching System. 3. Each color may be reproduced as 4 screen tints. 4. The brandmark uses gradients that use one or two colors. 5. When printing using 4 color process, the CMYK formulas must be maintained. 6. When digitally reproduced or displayed electronically, the RGB formulas must be maintained. 7. In web media, the Hex formulas will ensure accurate representation. PANTONE BLACK PANTONE 2617 C PANTONE 2995 C Black Purple Majesty Blue Ocean #000000 R = 35 G = 31 B = 32 C = 0 M = 0 Y = 0 K = 100 C = 79 M = 100 Y = 0 K = 15 C = 90 M = 22 Y = 0 K = 0 R = 86 G = 12 B = 112 R = 0 G = 165 B = 219 #560C70 #00A5DB 70% 50% 30% 15% 70% 50% 30% 15% 70% 50% 30% 15% PANTONE 304 C Blue Sky C = 30 M = 0 Y = 8 K = 0 R = 165 G = 221 B = 226 #A5DDE2 50% 30% 20% 10% PANTONE 361 C Green Grass C = 69 M = 0 Y = 100 K = 0 R = 30 G = 181 B = 58 #1EB53A 50% 30% 20% 10% Name Specification Tints Gradients CMYK RGB HEX 50% 100% 0% 100% 0% 20% 100% 100% 100% 100% 1 2 3 4 5 6 7
  18. 18. 4.2 Fonts1. The wordmark and tagline are derived from the Bravissima Script font. 2. The letterforms have been redrawn without the rough edges. 3. When creating headlines, sub-heads, captions or body text on printed collateral and signage, the Candara font family shall be used. 4. When creating HTML (Hyper Text Markup Language) in web environments, the Tahoma font family shall be used. 3 4 Tahoma Regular ABCDEF abcdef123 Tahoma Bold ABCDEF abcdef123 Candara Regular ABCDEF abcdef123 Candara Italic ABCDEF abcdef123 Candara Bold ABCDEF abcdef123 Candara Bold Italic ABCDEF abcdef123 1 2 Tahoma Regular ABCDEF abcdef123 Tahoma Bold ABCDEF abcdef123 Candara Regular ABCDEF abcdef123 Candara Italic ABCDEF abcdef123 Candara Bold ABCDEF abcdef123 Candara Bold Italic ABCDEF abcdef123
  19. 19. 4.3 PhotographyPhotographic imagery must be professional and simple in composition. When possible, images should be composed or cropped to accommodate overlaying, reversed text. Images should capture the key experiences of the Alaska’s Inside Passage area. They should reflect the beauty of the area’s natural resources and untouched environment. Images of people interacting with the environment should be used whenever possible.
  20. 20. Sample Applications Business Cabinet Press Release Brochure Print Advertising Water Bottles Coffee Cup Coasters Cap T-shirt Sweatshirt Website Smart Phone or Tablet App 5.1 5.2 5.3 5.4 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.15
  21. 21. 5.1 Business CabinetThe business cabinet includes a letterhead, envelope and business card. All three should be produced using matching uncoated paper stock, preferably recycled. The texture should be smooth. Officer Name Title T: 907 228-1234 C: 907 228-3456 F: 907 228-4567 email@goinsidealaska.com 1234 Alaska Street Suite 3456 City, Alaska 99901 goinsidealaska.com 1234 Alaska Street Suite 3456 City, Alaska 99901 1234 Alaska Street Suite 3456 City, Alaska 99901
  22. 22. 5.2 Press ReleaseThe press release should be printed on the same paper stock as the letterhead, without watermarks or background images. A digital version should be created to use electronically. 1234 Alaska Street Suite 3456 City, Alaska 99901 P R E S S R E L E A S E
  23. 23. 5.3 Rack BrochureRack brochures should measure 4”x 9” folded. The upper 1/4 of the front panel should be reserved for the brandmark and primary marketing captions for visibility in a brochure rack. Headline on left panel Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis non, varius rutrum, leo. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Fusce magna mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus luctus venenatis magna Lorem ipsum dolor sit amet,consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcor- per, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus venenatis. Nam magna enim, accumsan eu, blandit sed, blandit a, eros.Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhon- cus ornare, erat elit consectetuer erat, id Headline on right panel Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis non, varius rutrum, leo. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Fusce magna mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus luctus venenatis magna. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien.Nam consectetuer. Sed aliquam, nunc eget euismod ullamcor- per, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus Headline on center panel Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis non, varius rutrum, leo. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Fusce magna mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus luctus venenatis magna.Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimen- tum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra Step Inside
  24. 24. 5.4 Print AdvertisingPrint ads should be simple but evocative. A single strong image, a short caption, the brandmark, tagline and URL are all that should be included. This and following examples are based on Sunset Magazine’s 1/3 and 1/6 ad sizes. Experience Alaska from the ground up a l a s k a i n f o . o r g Experience Alaska from the ground up a l a s k a i n f o . o r g
  25. 25. 5.5 Print Advertising Go with the flow a l a s k a i n f o . o r g Go with the flow a l a s k a i n f o . o r g
  26. 26. 5.6 Print Advertising We have powerful friends on the inside a l a s k a i n f o . o r g We have powerful friends on the inside a l a s k a i n f o . o r g
  27. 27. 5.7 Water BottlesReusable water bottles are a popular item for active visitors. The bottles on this page display a white brandmark and tagline.
  28. 28. 5.8 Coffee CupCoffee cups with the brandmark and tagline are applied to a white ceramic cup. A solid color from the brand color palette lines the inside of the cup as a nice compliment to the outside graphic
  29. 29. 5.9 CoastersPaper coasters are made out of heavy card stock with a watercolor wash and paper texture as the background.
  30. 30. 5.10 CapCaps should include embroidered brandmarks. Because of the detail limits of the embroidery process, small text of overly detailed graphics should be avoided.
  31. 31. 5.11 T-shirts 5.11 T-shirts are a good selling item for retailers who cater to the tourist market. The graphics shown on this page are designed to support the fresh, unincumbered experience of the Inside Passage.
  32. 32. 5.12 SweatshirtSweatshirts are another popular item. like t-shirts, they should include fresh, unincumbered graphics. 5.12
  33. 33. 5.13 Website Home PageThe Alaska’s Inside Passage area website should be simple and quick to navigate. The most important features must occur on the home page or at least within two clicks. 1. The header panel features the wordmark over a large version of the water swash. 2. The horizontal navigation bar includes 5 or less items. These repeat on all consecutive pages. 3. These short cut links are repeats of some of the more important drop down items in the horizontal navigation bar. 4. Text block begins with a welcome message. The second paragraph is a summary of the experience that awaits the visitor. 5. A featured YouTube movie plays when clicked. 6. A search field allows the user to quick search for content within the site. 7. Revolving images of key destinations. 8. The tagline is reversed out of the featured image. 9. The map thumbnail is linked to a larger map that opens when clicked. 10. Additional links or downloads are included in a right side box. 11. Social media page links. 12. A Trip Advisor link opens up a full report. Home What to Do Where to Stay Where to Eat Contact Us Communities to Explore Getting Around Sample Itineraries Community Contacts Travel Media/Press Help Free Vacation Guides Southeast Trails Step inside Alaska. Pellentesque nibh felis, eleifend id, commodo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas elemen- tum augue nec nisl. Proin auctor lorem at nibh. Curabitur nulla purus, feugiat id, elementum in, lobortis quis, pede. Vivamus sodales adipiscing sapien. Vestibulum posuere nulla eget wisi. Integer volutpat ligula eget enim. Suspend- isse vitae arcu. Quisque pellentesque. Nullam consequat, sem vitae rhoncus tristique, mauris nulla fermentum est, bibendum ullamcorper sapien magna et quam. Sed dapibus vehicula odio. Proin bibendum gravida nisl. Social Media Center Click to Expand 11 10 9 6 7 8 12 5 1 3 4 2
  34. 34. 5.14 Website Section PageEach section page includes a section overview and subsequent pages. 1. The header panel features the wordmark over a large version of the water swash. 2. The horizontal navigation bar includes 5 or less items. These repeat on all consecutive pages. 3. Image representing section. 4. These short cut links represent items that relate to the page. 5. Text block is a section summary. 6. A search field allows the user to quick search for content within the site. 7. Image links to specific activity pages. Home What to Do Where to Stay Where to Eat Contact Us Communities to Explore Getting Around Sample Itineraries Community Contacts Travel Media/Press Help Free Vacation Guides Southeast Trails Walk with gods. Pellentesque nibh felis, eleifend id, com- modo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas elementum augue nec nisl. Proin auctor lorem at nibh. Curabitur nulla purus, feugiat id, elementum in, lobortis quis, pede. Vivamus sodales adipiscing sapien. Vestibulum posuere nulla eget wisi. Integer volutpat ligula eget enim. Suspend- isse vitae arcu. Quisque pellentesque. Nullam consequat, sem vitae rhoncus tristique, mauris nulla fermentum est, bibendum ullamcorper sapien magna et quam. Sed dapibus vehicula odio. Proin bibendum gravida nisl. 6 7 3 1 4 5 2
  35. 35. 5.15 Smart Phone or Tablet AppA smart phone or tablet app can be developed as a condensed version of the website. A more advanced app can be developed to display information relative to the location. Inside
  36. 36. The Brand Signature Overview Signature for Brochure Signature for Rack Card or Leaflet Co-branding 6.1 6.2 6.3 6.4
  37. 37. 6.1 Signature for Small LeafletThe Alaska Inside Passage signature system will allow the brandmark and URL to appear in conjunction with a wide range of local brands and attractions. It is recommended that the signature system be applied to tourist-related communications in order to build equity in the Alaska Inside Passage brand. The signature system includes four basic elements; the brandmark, the URL. the lifted page graphic and the textured watercolor paper background. 1. The partner brand visual area of a flier or rack brochure. 2. Lifted page graphic 3. Textured watercolor paper 4. The URL 5. The brandmark The Salmon Boat goinsidealaska.com 2 4 5 1 3
  38. 38. 6.2 The Brand Signature for an 8.5”x 11” BrochureThe Alaska Inside Passage signature system will allow the brandmark and URL to appear in conjunction with a wide range of local brands and attractions. It is recommended that the signature system be applied to tourist-related communications in order to build equity in the Alaska Inside Passage brand. The signature system includes four basic elements; the brandmark, the URL. the lifted page graphic and the textured watercolor paper background. 1. The partner brand visual area of a flier or rack brochure. 2. Lifted page graphic 3. Textured watercolor paper 4. The URL 5. The brandmark The Salmon Boat goinsidealaska.com goinsidealaska.com 2 4 5 1 3
  39. 39. 6.3 Co-brandingThere will be opportunities where area retailers will want to use the wordmark in their visual communications. In these instances it will be crucial to control the use of the wordmark when paired with other logos. 1. The wordmark used in an inline pairing with co-brand. 2. The co-brand 3. Separate both logos at a distance equal to the height of the “A” in Alaska’s. 4. Horizontal center line 5. The height of the vertical rule is equal to the height of co-brand. 6. The wordmark used in a stacked pairing with co-brand. 7. Vertical center line 8. The length of the horizontal rule is equal to the length of the co-brand The Salmon Boat The Salmon Boat 6 1 2 8 7 3 3 4 5

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