BRAND GUIDE ESTABLISHED 2022
It’s a lifestyle. Stay a while.
Established in 1969 by John and Betty Moss, and expanded in 1983 by local entrepreneur and auto dealer, George Freeland. These individuals paved the road for what is today’s class act marina on Fort Myers Beach. With over 50 years of history, comes a thorough understanding of the marina that our customers, our team members, and our community can trust. Through our experience, builds confidence, which in turn shows how we have evolved into today’s premier marina on Fort Myers Beach. With advances in marine technology in house, Moss Marina will continue to be a world class destination marina in the future.
BEHIND THE BRAND
MOSS exceptional team is ready to help our guests make the most of their time here. We are a world class destination for fun, social, and avid boaters. our history and remarkable team, we are prepared to assist out guests in every aspect of their boating needs. are committed to providing state of the art amenities and believe in enhancing your boating experience. team is dedicated to helping you and your guests make positive, lifelong memories on and off the water.
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IMMACULATE & PROFESSIONAL We
MARINA VALUES MISSION & VISION Our
EXPERIENCE & EXPERTISE With
MAKING MEMORIES Our
ModernFunCOOL
MOOD BOARD
The guy who’s stuck at his desk job, or the girl who needs to remember what the wind in her hair feels like. The grandpa strolling along the beach wondering how to enjoy his retirement, or the businesswoman determined to travel and see the sites before she gets too caught up in the hustle and bustle. There’s no telling who will find their way to the water next. We’re excited for you and the memories to be made!
The inspiration for Moss Marina is fresh, relaxed, and sophisticated. It has you taking a second to look around and take it all in. Its sleek font and cool colors bring structure and fluidity to a wonderfully combined vibe that rivals the marina itself.
BRAND GUIDELINES
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To truly facilitate and see brand success, the logo rules must be followed with intention and honored everywhere the brand or logo is displayed.
PRIMARY LOGO
Moss Marina primary logo is a combination of beachy, ocean colors mixed with a hard edge and water motif to represent the relationship between the docks and the ocean. The primary letter style has a strong and playful vibe along with the simplistic secondary font that brings balance to the logo. It inspires customers to want to go wherever the wind/water takes them, emphasizing the inclusiveness of the brand - it’s for everyone! The water gives it a sense of movement, being driven out from the hard edges. Consistent usage will ensure the brand stays recognizable and memorable.
7 SPELLING YES: Moss Marina NO: Moss -0r- Marina SOMETIMES: Mm The preferred use of the name is “Moss Marina” or “Moss Marina, Fort Myers Beach.” Never use Moss or Marina individually. If Fort Myers Beach is used, it will always be accompanied first by Moss Marina. It is rare but acceptable to abbreviate Moss Marina into MM. MINIMUM SIZE Smallest the logo should be represented is 1" high. 1”
FAVICON
Moss
ASSETSSecondary Marina secondary assets can be used in place of the primary logo but should never be used directly next to the primary logo or used together. The most common variation is the Vertical Logo (A) Secondary logo is a substitute, more compact version, of the primary logo. The secondary logo includes brand name and a variation of the water motif but excludes the hard edge feature. Alternative mark serves the purpose of simplifying the different design elements used and represents the brand in a simple and aesthetically pleasing way. The Favicon lives out its value on the webpage and is similar to the secondary logo, just a branded symbol for the URL bar and serves as a small brand icon. Logo (most common) Simplified Logo C.) Favicon Favicon
ALTERNATIVEMARK B.)
D.) Monochrome
Brand
BRAND GUIDELINES
SECONDARYLOGO A.) Vertical
9 A. C. D. B.
usageColor The color usage for Moss Marina is invigorating, sincere, and vivid. The logo will mostly be used in its color forms against neutral backgrounds (B, C), but can also be used in white against a solid or brand colored background (A, D). BRAND GUIDELINES A D B C
To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
spaceClear
The minimum clear space is defined as the height of the smallest water element (for the primary logo). This minimum space should be maintained as the logo is proportionately resized.
A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting it in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER consider using the logo.
Brand misuse
A. DO NOT distort or alter the proportions of the logo. E. DO NOT resize any part of the logo. C. DO NOT rotate the logo. G. DO NOT add drop shadows or other text styles. D. DO NOT place elements in the logo clear space. H. DO NOT add unofficial graphics to the logo. B. DO NOT outline any portion of the logo. F. DO NOT use any off-brand colors or backgrounds. CLICK HERE 13
2.
1.
TIPS: Photos with shallow depths-of-field work best. Avoid busy images with too much detail (see below). Applying a darker, transparent overlay on an image helps makes text more readable.
There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren’t obstructed by the image.
BACKGROUNDPHOTO
3.
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In most cases, you can use either a solid white or solid black logo on top of a background image.
“THANKS FOR EVERYTHING MOSS MARINA. YOU’RE MY MARINA FOR FT. MYERS” - TRAVIS N.
17 TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represents the bold future of the brand and should be used across all print & web applications. MEDIUM A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 SEMIBOLD A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 BOLD A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 BLACK A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 HEADLINES BOLD A B C D E F G H I J K L M N O P Q R S T U V W X Y BODY1234567890Z Montserrat Specifically, Montserrat Bold is used in the logos when applicable. Can also be used as subheads if Fonseca Bold isn’t easily legible. Any Case Is Acceptable. SUBHEADS LIGHT ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890
CMYK: 0,0,0,0 Hex: #ffffff Paper BRAND GUIDELINES CMYK: 83,31,21,0 Hex: #008db1 Sail blue CMYK: 66,10,93,0 Hex: #64ad4f froggy green CMYK: 73,5,14,0 Hex: #00b4d2 Flag blue paletteColor Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by invoking a certain feeling to the audience.