Houma Brand Style Guide

The brand, “Louisiana’s Bayou Country” was developed by Great Destination Strategies to represent Terrebonne Parish and
the communities within it. A series of logos and a color palette was developed by the Graham Group to visually represent the
Parish brand for use in visual communications. The Houma Area Convention and Visitors Bureau (HACVB) required further
brand interpretation for use in their specific efforts to promote the City of Houma as a destination.
The purpose of this Style Guide is to maintain brand consistency in all HACVB visual communications. It includes
refinements to the Regional Brandmark and reinterpretations of the Houma and HACVB logos. It includes refinements to
the color palette, support fonts, usage rules and sample applications. Although it is impossible to address all conceivable
interpretations of the brand, this guide conveys key elements and style attributes for its most common expressions.
The tools in this guide will help build Houma’s brand equity, increasing interest in the city as a desirable destination for
visitors and a proud home for its residents.
Overview
2

Contents
Contents Brandmark & Logos
Graphic Properties
Sample Applications
1.0
2.0
3.0

1.0 Brandmark & LogosBrandmark
Refinement
Anatomy
Single Color, Solid
Single Color, Tint
White
Clear Space
Watermarks
Houma Logo
Anatomy
Single Color, Solid
Single Color, Tint
Two Color
Three Color
White
With Brandmark
With Parish Wordmark
Clear Space
Watermarks
Special Treatments
Signatures
HACVB Logo
Anatomy
Single Color, Solid
Single Color, Tint
Two Color
Three Color
White
With Brandmark
Clear Space
Watermarks
Minimum Sizes
Prohibited Use
1.1
1.1-1
1.1-2
1.1-3
1.1-4
1.1-5
1.1-6
1.1-7
1.2
1.2-1
1.2-2
1.2-3
1.2-4
1.2-5
1.2-6
1.2-7
1.2-8
1.2-9
1.2-10
1.2-11
1.2-12
1.3
1.3-1
1.3-2
1.3-3
1.3-4
1.3-5
1.3-6
1.3-7
1.3-8
1.3-9
1.4
1.5

1.1-1
Brandmark: AnatomyThe Terrebonne Parish Regional
Brandmark (logo) is the graphic nucleus
from which all marketing
communications revolve. With consistent
exposure through comprehensive visual
communications, the Regional Brand
equity will increase.
The original Brandmark has been
enhanced with several subtle refinements.
1. The original stacked version of the
Regional Brandmark as designed by
the Graham Group.
2. The Brandmark was realigned as a
single line graphic.
3. The baseline was straightened to
give it a more anchored presence.
Individual letters within the
Brandmark were resized and realigned
for visual flow and consistency.
1
2
3

1.1-2
Brandmark: Anatomy
1
3
2
There are 3 primary components of
the Regional Brandmark:
1. The typographical portion of the logo
is derived from the Brushtip Texe font.
2. The first “s” in the Brandmark
includes a stylized hook that
represents those used in both fishing
and alligator trapping.
3. The Brandmark is trademark-
protected.

1.1-3
Brandmark: Single ColorSingle color use of the Regional
Brandmark includes the three colors from
the revised color palette. Each color is
represented by the Pantone Matching
System® (PMS)
1. Black
2. Bayou Blue, PMS 3025 C
3. Moss Green, PMS 7473 C
1
2
3

1.1-4
Brandmark: WhiteThe Brandmark may be used as white
over black or any solid dark field or
textured background that doesn’t
compromise the Brandmark’s legibility.

1.1-5
Brandmark: Clear SpaceIt is essential to ensure that the
Brandmark is given an appropriate
amount of space around it. A minimum
clear area has been defined as that equal
to the height of the lower case “o” in the
Brandmark.
The clearspace must be maintained at
all times. These areas must never be
invaded by other graphics, borders or
photographic elements.
In rare cases, low contrast patterns,
photographic elements or watermarks
may appear behind the Brandmark but it
is recommended that all versions of the
Brandmark remain isolated.
X
X
X
X
X
X = Clear space or no-invade area guide

1.1-6
Brandmark: WatermarksUsing watermarks is a subtle way to add
an understated signature to a visual
element.
1. No less than 20% white shall be used
as a watermark against a solid dark
background.
as a watermark against a dark textured
background that doesn’t compromise
the Brandmark’s legibility.
1
2

1.2-1
Houma Logo: Anatomy
1
3
the Houma Logo:
1. The typographical portion of the logo
is derived from the Brushtip Texe font.
2. The foreground swash.
3. The background swash.
2

1.2-2
Houma Logo: Single Color, SolidSingle color use of the Houma Logo
includes the three colors from the revised
color palette. Each color is represented by
the Pantone Matching System® (PMS)
1. Black
1
2
3

1.2-3
Houma Logo: Single Color, TintSingle color options include a screen
tint representation of the foreground
swash which is 45% of the solid color.
1
2
3

1.2-4
Houma Logo: Two ColorThe two color version of the Houma
Logo include Blue Bayou and Green
Moss.
Area Convention &Visitors Bureau

1.2-5
Houma Logo: Three ColorThe three color version of the Houma
Logo is the preferred format. It includes
a blend of Black and Blue Bayou and
Green Moss.

1.2-6
Houma Logo: WhiteThe Houma Logo may be used as white
compromise the Logo’s legibility.

1.2-7
Houma Logo: With BrandmarkWhen the Regional Brandmark is paired
with the Houma Logo, its size and
proportion must be maintained as
illustrated by the examples to the right.
For single color versions, the Brandmark
must remain solid. For two or three color
versions, the Brandmark must be
represented as Green Moss.

1.2-8
Houma Logo: With Parish WordmarkWhen the Parish Wordmark is paired
with the Houma Logo, its size and
proportion must be maintained as
illustrated by the examples to the right.
For single color versions, the Wordmark
must remain solid. For two or three color
versions, the Wordmark must be
represented as Green Moss.

1.2-9
Houma Logo: Clear SpaceIt is essential to ensure that the
Hoama Logo and its various versions
are given an appropriate amount of space
around it. A minimum clear area has been
defined as that equal to the width of the
left extension of the “H” in the Logo.
The clear space must be maintained at
may appear behind the Logos but it
is recommended that all versions remain
isolated.
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
1
2
3

1.2-10
Houma Logo: WatermarksUsing watermarks is a subtle way to add
element.
background.
1
2

1.2-11
Houma Logo: Special TreatmentsIn special cases such as a specific ad
campaign or logo apparel, the Logo
may be reproduced in multiple colors,
photographic images or include
thematic graphic elements that help
support a theme.
We recommended that these or new
versions be used sparingly, on rare
occasions so as not to dilute the
recognizable brand.
See application example on page 3.1-7.
1
2
3

1.2-12
Houma Logo: SignaturesAds, displays and other promotional
items can incorporate several Logo
Signatures that will allow the marketing
graphics primary position while
providing consistent brand representation.
1. The Houma Logo and ragged edge
knocked out from a photo image in
white. The Brandmark contains the
background image.
2. The Houma Logo and a ragged edge
knocked out from a photo image in
black. The Brandmark is reversed in
white.
3. The three color version of the Houma
Logo with the Brandmark is isolated
within a traditional white background.
2. The solid single color version of the
Houma Logo with the Brandmark
is isolated knocked out from a
background image.
Houma Signature-8.5-Black.pdf 1 8/22/12 3:40 PM
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1
2
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HoumaTravel.com
Houma Signature-8.5-White.pdf 1 8/22/12 3:29 PM
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HoumaTravel.com
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HoumaTravel.com
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3
4

1.3-1
HACVB Logo: Anatomy
1
3
4
the HACVB Logo:
1. The “Houma” portion of the HACVB
logo is derived from the Brushtip Texe
font.
2. The foreground swash.
3. The background swash.
4. The remaining “Area Convention
& Visitors Bureau” portion of the
HACVB logo is derived from the
Musée font.
2

1.3-2
HACVB Logo: Single Color, SolidSingle color use of the HACVB Logo
includes the three colors from the revised
color palette. Each color is represented by
the Pantone Matching System® (PMS)
1. Black
1
2
3

1.3-3
HACVB Logo: Single Color, TintSingle color options include a screen
tint representation of the foreground
swash which is 45% of the solid color.
1
2
3

1.3-4
HACVB Logo: Two ColorThe two color version of the HACVB
Logo include Blue Bayou and Green
Moss.

1.3-5
HACVB Logo: Three ColorThe three color version of the HACVB
Logo is the preferred format. It includes
a blend of Black and Blue Bayou and
Green Moss.

1.3-6
HACVB Logo: WhiteThe HACVB Logo may be used as white
compromise the Logo’s legibility.

1.3-7
HACVB Logo: With BrandmarkWhen using the Regional Brandmark
along with the HACVB Logo in the same
display, it should never be integrated
as part of the logo. Instead, the
Brandmark should remain isolated but
remain within the same proximity of the
HACVB logo.

1.3-8
HACVB Logo: Clear SpaceIt is essential to ensure that the
HACVB Logo and its various versions
are given an appropriate amount of space
around it. A minimum clear area has been
defined as that equal to the width of the
left extension of the “H” in the Logo.
The clear space must be maintained at
may appear behind the Logos but it
is recommended that all versions remain
isolated.
X
X
X
X
X
X = Clear space or no-invade area guide

1.3-9
HACVB Logo: WatermarksUsing watermarks is a subtle way to add
element.
background.
1
2

1.4-1
Minimum Sizes1. The minimum size of the Houma
Logo with the Regional Brandmark
should be no less than 1 7/8” from the
left edge of the “H” to the right edge
of the background swash.
2. The minimum size of the Regional
Brandmark should be no less than 1
1/2” from the left edge of the “L” to
the right edge of the “TM”.
3. The minimum size of the HACVB
Logo should be no less than 1 1/2”
from the left edge of the “H” to the
right edge of the background swash.
4. The minimum size of the Houma
Logo with the Parish Wordmark
should be no less than 1 1/4” from the
left edge of the “H” to the right edge
of the background swash.
5. The minimum size of the Houma
Logo should be no less than 7/8” from
the left edge of the “H” to the right
edge of the background swash.
1 7/8"
1 1/2"
1 1/2"
1 1/4"
7/8"
1
2
3
4
5

1.5-1
Prohibited Use1. Under no circumstances shall users of
the Logos and/or Brandmark rearrange
or make any alterations to their parts.
2. The color arrangement of the Logos
and/or Brandmark shall never be
rearranged or changed in any way.
This includes adding halos, outlines,
alternate gradient blends or drop
shadows.
3. No element of the Logos and/or
Brandmark shall be removed.
4. Single color versions of the Logos
and/or Brandmark shall not deviate
from those specified in this document.
5. The Logos and/or Brandmark must
never be placed against a textured
background other than a low contrast
photo image or a white/off-white
texture.
6. The Logos and/or Brandmark shall
never be used against a photo image
background that has competing, high
contrast visual elements that invade
the clear space.
never be used as third party identities.
never be used as watermarks that
are less than 20% white or against
a background that renders them
illegible.
9. Never pair the Regional Brandmark
with the HACVB Logo. Always
isolate it when used within the same
display.
10.When the Logos and/or Brandmark
are used with isolated imagery, they
must never be obstructed or obscured.
11.Never use the Logos and/or
Brandmark in a sentence.
12.Never rotate the Logos and/or
Brandmark.
Come to to get away!
4
1 2 3
5 6
7 8 9
10 11 12

2.0 Graphic PropertiesSwashes & Ragged Edge
Color Palette
Fonts

2.1
2.2
2.3

2.1
Graphic Properties: Swashes & Ragged Edge1. The Ragged Edge is a graphic element
used at the bottom of ads, marketing
displays or any communication device
that requires a brand signature. It
is used as an option to an isolated
or reversed Logo or Brandmark.
It may also be used as an edge of
a photograph or as a vertical or
horizontal edge treatment.
2. The Background Swash is usually
integrated with the word Houma in
the logo variations. It may be used
independently as a graphic accent or
as an underscore.
3. The Foreground Swash is usually used
on top of the Background Swash in
the logo variations. It may be used
independently as a graphic accent or
as an underscore.
1
2
3

2.2
Graphic Properties: Color Palette1. The brand color palette consists of 3
colors: Bayou Blue, Moss Green and
Black.
2. The colors are derived from the
Pantone Matching System.
3. Each color may be reproduced as 4
screen tints.
4. When printing using 4 color process,
the CMYK formulas must be
maintained.
5. When digitally reproduced or
displayed electronically, the RGB
formulas must be maintained.
6. In web media, the Hex formulas (or
web safe RGB) will ensure accurate
representation.
7. In Black and white applications, each
color can be represented as a screen
percentage of black as defined in
greyscale.
PANTONE
Black
Black
C = 0
M = 13
Y = 49
K = 98
R = 51
G = 43
B = 36
#3d332b
50%
30%
20%
10%
PANTONE
7473 C
Moss Green
C = 70
M = 0
Y = 38
K = 8
R = 70
G = 235
B = 145
#46eb91
50%
30%
20%
10%
PANTONE
3025 C
Bayou Blue
C = 100
M = 17
Y = 0
K = 51
R = 0
G = 104
B = 125
#00687d
50%
30%
20%
10%
Name Specification Tints CMYK RGB HEX
100%
42%
92%
Greyscale
41 2 3 5 6 7

2.3
Graphic Properties: Fonts1. The font used in the Regional
Brandmark and all Logo versions is a
customized derivative of the Brushtip
Texe font..
2. The secondary font used in the
HACVB Logo is Musée Regular.
Musée Regular and Musée Bold can
be used as headlines, sub-heads, and
captions in print media.
3. Times New Roman is used for body
text on both printed and web media.
Musée
ABCDEF abcdef 12345
Brushtip Texe
ABC DEF abcdef 12345
Times New Roman
ABCDEF abcdef 12345
1
2
3

3.0 Sample ApplicationsBusiness Cabinet
Rack Brochure Cover
Print Ads
Coffee Cup
Golf Items
Cap
Apparel
3.1
3.2
3.3
3.4
3.5
3.6
3.7

3.1-1
Business Cabinet - CityA business cabinet for HACVB should
include three basic components: a
letterhead, envelope and business card.
The business cabinet can be expanded
into additional envelope sizes, note
pads and thank you cards, depending
on the need.
The design for HACVB’s cabinet
should be somewhat conservative in
style but more importantly, represent
the Brand.
To reinforce the brand, the Regional
Brandmark is incorporated into the
ensemble as an isolated graphic. It is
left off of the front of business card
to maximize room for variable amounts
of contact information. The Brandmark
can be placed on the back of the
business card to make a subtle brand
statement.
All three pieces should be produced
using matching uncoated paper stock,
preferably as antique white or cream
recycled paper.
Sharon Aucoin Alford
Executive Director
985-868-2732 Work
985-868-7170 Fax
985-381-6322 Cell
P.O. Box 2792
Houma, LA 70361
sharon.alford@houmatravel.com
houmatravel.com
P.O. Box 2792 | Houma, LA 70361
985-868-2732 | F: 985-868-7170
VisitHouma.com
P.O. Box 2792
Houma, LA 70361

3.1-2
HoumaTravel.com
Follow your heartto a place wherehistory is still alive.
Rack BrochureRack brochures usually measure 4”x 9”
folded. The upper 1/4 of the front
panel should be reserved for the
Houma Logo and Brandmark for
visibility in brochure racks. A key
marketing caption is tertiary to the
Logo and Brandmark.

3.1-3
Print AdvertisingPrint advertising should feature single
attributes within the primary imagery
and caption. A few additional
destination features can be included in
a text block, but the overall message
should be brief and focused.
The Houma Logo and Brandmark should
have visual prominence, second to the
featured message. The HACVB URL
should be visible in all printed
promotions.
CAJUN
COOK
OFF
-
HoumaTravel.com
sed congue gravida, arcu dui ornare urna, ut imperdiet
enim odio dignissim ipsum. Nulla facilisi.
1 2
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HoumaTravel.com

3.1-4
Coffee CupsThe Houma Logo and Regional
Brandmark can be applied to white
ceramic cups. A solid color from the
brand color palette can be used to line
the inside of each cup as a compliment
to the outside graphic.

3.1-5
Golf ItemsTo reinforce Houma as a golf
destination, golf balls, bags and other
items can feature the Logo and
Regional Brandmark.

3.1-6
CapCaps could include an embroidered
Logo and Brandmark. Because of
detail limitations of the embroidery
process, small text or overly detailed
graphics should be avoided.

3.1-7
Apparel
3.1-7
Branded apparel are popular with
tourists. The sale of these items can be
licensed to select vendors, with shared
profits going to the city or the HACVB to
off-set marketing costs.

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