BRAND GUIDE Au gu s t 2 0 2 3
INTROD UC T I O N This style guide has been developed to ensure c onsistent use of the Visit Bath brand. Please follow the instructions provided. The value of our brand and the investment made toward it can most readily be realized by assuring consistent use.
BRAND LOGO THE HEART AND SOUL OF OUR BRAND IDENTITY
0 0 _ PR IM A RY LO C K U P The brand logo identifies the Visit Bath brand as a whole. Use this logo in most applications as needed. This logo is a carefully created piece of locked artwork that should not be altered in any way.
A LT. P R I M A R Y LOCKUPS
0 1 _ S E CO N DA RY LO C K U P A secondary logo is a complementary variation of our primary logo that provides flexibility and enhances brand recognition. It can be used in specific contexts, such as social media profiles or promotional materials, while maintaining the core visual identity of our brand.
A LT. S E C O N D A R Y LOCKUPS
0 2 _ STAT E LO C K U P The state logo identifies the Visit Bath brand within the context of Virginia. These various lockups are very flexible and can be used for screen printing or embroidery, and can be incorporated into diagrams, illustrations, infographics, or ad concepts. Use most often with branded merchandise.
0 3 _ S E A L LO C K U P As the Visit Bath brand becomes more recognizable, you will have the opportunity to use this watermark. When this mark is used, ensure that our brand name is visible near or in relationship as determined necessary.
A LT. W AT E R M A R K LOCKUPS
0 4 _ BA D G E LO C K U P A badge logo is a compact and distinctive variation of our primary logo. It is ideal for applications where space is limited or a more condensed visual representation is desired
A LT. B A D G E LOCKUPS
0 5 _ ICON An icon provides a concise, memorable mark that captures the essence of our brand. It serves as a powerful tool to reinforce our brand identity, evoke emotions, and communicate our unique value proposition consistently across various marketing channels.
0 6 _ TAG L I N E A tagline is a succinct and memorable phrase that encapsulates the essence of a brand. It can evoke emotions, foster brand recognition, and differentiate a company from its competitors. Through its strategic use in various marketing materials, such as advertisements, websites, and packaging, a tagline reinforces the brand’s identity.
A LT. TA G L I N E LOCKUPS
R E VE R S E D/ W HI T E O P T I O NS A reversed logo is an inverted version of our logos, with light elements on a dark background. It adds versatility and ensures legibility in diverse applications, allowing our brand to make a bold statement while maintaining visual consistency.
WATE R M A R K S These additional elements serve to enhance the overall brand identity by representing key fauna and flora found around the County. Tailored to complement our logo, these elements reinforce brand recognition and elevate our brand presence. More watermarks may be added as necessary.
FOREST GREEN
CREAM
PRIMARY
S TAT E
SEAL
BADGE
USAGE HOW TO USE (AND NOT USE) OUR NEW BRAND IDENTITY
S PACING This is the general spacing for the logos. Do not put items within the dotted lines or white space indicated around each logo. Use the width of the ‘is’ in visit or the spacing of line elements as your guide to determine proper space surrounding the logo.
BACKGRO U N D CO N T RO L
Use the Primary logo whenever possible
Our color palette is designed to be flexible. Establish proper contrast when choosing a background.
Never use the logo on 100% black background. Use an 85% tint of black instead.
INCO R R EC T LO G O U S AG E
DON’T make alterations to elements within the logo or wordmark that are not consistent with the brand.
DON’T rotate the logo.
DON’T distort, compress or stretch the logo dimensions.
DON’T use gradients in or on the logo.
DON’T use shadows, bevels or other effects on the logo.
COLORS & FONTS CONSISTENCY TO THE “T”
FOREST GREEN
CREAM
SPRING GREEN
HEX - #3D5047
HEX - #F9F0DF
HEX - #BED379
CMYK - (24%, 0%, 11%, 69%)
CMYK - (0%, 4%, 10%, 2%)
CMYK - (10%, 0%, 43%, 17%)
RGB - (61, 80, 70)
RGB - (249, 240, 223)
RGB - (190, 211, 121)
PANTONE - 7736 C
PANTONE - P 8-9 C
PANTONE - 7492 C
PR IM A RY B R A N D CO LO RS The consistent use of color is vital to effective brand recognition. Our brand should always be represented in one of the colors on this page, aside from specific recommendations within this guide. Do not use any other/unauthorized colors.
B R A ND FO N T S
GOTHAM BLACK
T IT LE FO N T
Quincy CF Black
U S E D FO R H E A D IN G S
GOTHAM BOLD U S E D FO R S U B H E A D IN G S
Gotham Book U S E D FO R B O DY CO PY
U S AG E E X A M P L E S
TITLE – 30pt.
HELLO WORLD
TITLE – 30pt.
HELLO WORLD
HEADING – 18pt.
Welcome to Bath County, VA
HEADING – 18pt.
Welcome to Bath County, VA
SUBHEADING – 12pt.
GR E AT SUB HE A DING HERE
SUBHEADING – 12pt.
GRE AT S U B H E ADING H E RE
BODY COPY – 9pt.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque viverra, nulla eget tempus gravida, purus sapien aliquam leo, et convallis nunc sapien non augue. Praesent non hendrerit magna. Donec posuere feugiat mauris, eu varius elit maximus vitae. Ut cursus, eros vitae volutpat fermentum, risus neque sodales lectus, et mollis tellus eros eu magna. Morbi tincidunt, ante non molestie blandit, metus ante iaculis justo, pretium placerat tortor sem in nisi. Sed ac libero a ante tempus iaculis.
BODY COPY – 9pt.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque viverra, nulla eget tempus gravida, purus sapien aliquam leo, et convallis nunc sapien non augue. Praesent non hendrerit magna. Donec posuere feugiat mauris, eu varius elit maximus vitae. Ut cursus, eros vitae volutpat fermentum, risus neque sodales lectus, et mollis tellus eros eu magna. Morbi tincidunt, ante non molestie blandit, metus ante iaculis justo, pretium placerat tortor sem in nisi. Sed ac libero a ante tempus iaculis.
BATH DELIVERABLES
SWAG
STICKERS
SOCIAL
PINS
PATCHES
TOUCHPOINTS
STATIONARY
BACKDROP
OUTDOOR