TRAVEL OREGON Mt. Hood and the Columbia River Gorge BRAND STYLE GUIDE
May 14, 2015
TRAVEL OREGON
Mt. Hood and the Columbia River Gorge
B RAN D STYLE G U I DE
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 • [email protected]
Thank you.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 1Contents
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
Travel Oregon: Mt. Hood and the Columbia River Gorge | 3Introduction
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.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 4Single-Page Executions
80% of actual size
Travel Oregon: Mt. Hood and the Columbia River Gorge | 5Single-Page Executions
80% of actual size
Travel Oregon: Mt. Hood and the Columbia River Gorge | 6Single-Page Executions
80% of actual size
Travel Oregon: Mt. Hood and the Columbia River Gorge | 7
PHOTO FPOThis photo is For Placement Only. When we go shoot this we
will shoot it with an apple to stay seasonal with the line.
Single-Page Executions
80% of actual size
Travel Oregon: Mt. Hood and the Columbia River Gorge | 8Spread Executions
80% of actual size
Travel Oregon: Mt. Hood and the Columbia River Gorge | 9Spread Executions
80% of actual size
Travel Oregon: Mt. Hood and the Columbia River Gorge | 10Half-Page Execution
Here is how the half-page ad looks in a magazine.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 11
Trim: 10.875"
Safety: .4375"
Trim: 10.875"
Safety: .4375"
Trim: 8
.375
"
Safety: .4
375
"
Trim: 8
.375”
Safety: .4
375
"
JOB ORTCORM12023TITLE Visitor GuideCLIENT Oregon TourismFILE ORTCORM12023_VisitGuide_8375x10875OFFICE USA–PortlandECD Susan Hoffman/Mark Fitzloff
CD Chris Thurman / Andrew DicksonAD Chris Thurman CW Andrew DicksonSD Brad SimonSM Corey IngrasinPM Jane Monaghan
AE Margo LatkaAP Tommy AlfsonPHOTO Tyler RoemerILLUS n/aDESIGN Brad SimonCOLOR Greg Radich
PUB Visitor GuideISSUE AprilBLEED 8.625" x 11.125" TRIM 8.375" x 10.875" SAFETY .4375” each sideGUTTER n/a
USAGE 1 year North America consumer and trade print, outdoor, retail (POP, in-store), collateral, industrial/PR, digital/ internet, and video.
TRACKING NUMBER ORTCORM12023
Single Page: Mechanical Guidelines
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.
about 3.75” wide
Travel Oregon: Mt. Hood and the Columbia River Gorge | 12Single-Page: General Guidelines Dos and Don’ts
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).
DO NOT place the headline sign in other locations.Example of resize.
DO DON’T
Travel Oregon: Mt. Hood and the Columbia River Gorge | 13Single-Page Local Co-op: How a local tourism business can use this style guide
Action AnglersExpert guides for fly-fishing the Sandy River for trout,
steelhead and smallmouth bass
www.actionanglers.com
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.
If the image is too light to use knocked-out type, then setting the copy in black is recommended.
80% of actual size
Travel Oregon: Mt. Hood and the Columbia River Gorge | 14Single-Page Local Co-op: How a local local destination/community can use this style guide
Cycle the orchards and ride the cliffs of the Columbia River Gorge in The Dalles.
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.
If the image is too light to use knocked-out type, then setting the copy in black is recommended.
Update the region to reflect the local destination/community.
Update URL to reflect the local destination/community
80% of actual size
Travel Oregon: Mt. Hood and the Columbia River Gorge | 15Single-Page Co-op Execution: How local tourism businesses can use this style guide
best western plus columbia river inn
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.
735 Wanapa St | Cascade Locks, OR800.595.7108 | www.bwcolumbiariverinn.com
the Dalles, oregon
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The Dalles, Oregon www.ci.the-dalles.or.us/
Full sail brewery
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506 Columbia Street | Hood River, OR www.fullsailbrewing.com
action anglers Fly-Fishing
Expert guides for fly-fishing the Sandy River for trout, steelhead and smallmouth bass.
503.784.1217 | www.actionanglers.com
Travel Oregon: Mt. Hood and the Columbia River Gorge | 16Small-Space Executions
Travel Oregon: Mt. Hood and the Columbia River Gorge | 17Banners: 728 x 90
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.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 18Banners: 300 x 250
1.
1.
Version 1
Version 2
2.
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.
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.
4.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 19Traveloregon.com Banners: 300 x 105
Travel Oregon: Mt. Hood and the Columbia River Gorge | 20Banners: Facebook
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.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 21Typography
Pr i mary font
Railroad Gothic is the primary font used for the signs. All caps is recommended.
Railroad Gothic
ABCDEFGHIJKLMNOPQRSTUV W XYZ123456789To purchase font, visit http://www.myfonts.com/fonts/redrooster/railroad-gothic-rr/
S ECon 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
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.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 22Additional Ready-to-Use Headlines
Hiking Line Cabin Line Campfire Line: Portland-specific Campfire Line: General Region
Cycling Line Culture Line Hot Tub Line Snowboarding Line
Travel Oregon: Mt. Hood and the Columbia River Gorge | 23Sign Guidelines: New Headlines
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 top part always remains the same.
Width remains the same
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
STEP 3.
If the headline is longer than two lines, you can adjust the position of the wood panels.
STEP 4.
Scale the middle wood section.
STEP 1.
Open the “MasterHeadline.psd” file.
STEP 2.
Input the new headline, adjusting the size of the type to fit within the guidelines for width.
Sign Guidelines: New Headlines
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.
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
x
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.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 25
STEP 5.
Make a selection from the new headline and create color fill.
STEP 6.
Set layer to Multiply and adjust Opacity.
Sign Guidelines: New Headlines
STEP 7.
Create a new layer from the type selection and copy the effects for DARKEN.
STEP 8.
Create a new layer from type selection and copy effects for CARVE DEPTH.
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.
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.
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.
Copy the layer style from HEADLINE TYPE EFFECTS folder layer DARKEN.LAYER > LAYER STYLE > COPY LAYER STYLE.
Copy the layer style from HEADLINE TYPE EFFECTS folder layer CARVE DEPTH.LAYER > LAYER STYLE > COPY LAYER STYLE.
Set the layer to Multiply and 10% Opacity.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 26Icons
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.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 27Business Cards and Letterhead: Two-Sided Card Option
Front side of card
jeannine breshearsJeannine BreshearsDestination Marketing Manager
Clackamas County Tourism & Cultural Affairs
150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045TEL 503.655.8419CELL 503.709.7488FAX [email protected]
jeannine breshearsJeannine BreshearsDestination Marketing Manager
Clackamas County Tourism & Cultural Affairs
150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045TEL 503.655.8419CELL 503.709.7488FAX [email protected]
Front side of card Back side of card
Back side of card
Clackamas County Tourism & Cultural Affairs
150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045TEL 503.655.8419CELL 503.709.7488FAX 503.742.5907www.mthoodterritory.com
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Travel Oregon: Mt. Hood and the Columbia River Gorge | 28E-mail Sign-Off
jeannine breshearsJeannine Breshears Destination Marketing Manager
Clackamas County Tourism & Cultural Affairs
150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045TEL 503.655.8419CELL 503.709.7488FAX [email protected]
Travel Oregon: Mt. Hood and the Columbia River Gorge | 29Photography
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.
Travel Oregon: Mt. Hood and the Columbia River Gorge | 30Approved Photography: Tyler Roemer
road CyCli ng tB d fr u it looP tB d H i Ki ng tB d Cam Pi ng tB d
KayaKi ng / r iVE r tB d
Hood River, below the Copper Dam
Timberline Ski Resort
Mount Hood, Timberline Ski Resort
Whoops Trail outside of Hood River The Hood River Sand Bar on the Columbia Gorge
Travel Oregon: Mt. Hood and the Columbia River Gorge | 31Reference/Inspirational Photography
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