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E C U S TAT R A I L . O R G
01 V ER S I ON
BRAND GUIDE
NOV EMB ER ,
20 23
E C U S TA , N C
INT ROD U C T I O N This style guide has been developed to ensure c onsistent use of the Ecusta Trail brand. Please follow the instructions provided. The value of our brand and the investment made toward it can most readily be realized through consistency and repetition, thereby ensuring brand saturation across all target markets.
LOGO THE HEART AND SOUL OF OUR BRAND
PRIMA RY E C U STA LO C K U P The primary lockup identifies the Ecusta Trail as a whole to the public. Use this logo to represent individual locations, products, and merchandise as needed. This logo is a carefully created piece of locked artwork that should not be altered in any way.
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BADG E When something iconic is desired, the Ecusta badge can be used in place of a full logo lockup. When this mark is used, ensure that the Ecusta name is visible near or in relationship with the icon. For example, a t-shirt bearing the badge on the front should have a hang tag which displays our brand name legibly. This will help reinforce brand recognition.
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ICO N When simplicity is desired, the Ecusta icon can be used in place of a logo lockup. When this mark is used, ensure that the colors are visible against any background that may be used. For example, a hat displaying the icon on the front should have a brand color that contrasts well with the used icon. This will help reinforce visibility and recognition.
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USAGE HOW TO USE (AND NOT USE) OUR NEW BRAND IDENTITY
S PACING When placing the Ecusta logos in layout, give a general spacing of the height and width of the ‘E’ or the head of the arrow. Do not put items within the dotted lines or free space indicated around each logo. Use this as your guide to determine proper space surrounding the logo.
BACKGRO U N D CO N T RO L
Our logo works very well on a plain white background.
Never use the logo on 100% black background. Use an 85% tint of black instead. Only use the all white logo if you are using a background color other than palm green.
The Ecusta Forest Green is a great background color for the logo. If you are using one of the patterns, make sure there is proper transparency so that the logo stands out.
Be careful placing the logo over a photo. Make sure you have a forest green transparent layer on top of the photo if at all possible. Use white, cloudy grey, or fern green versions of the logo.
INCOR R EC T LO G O U S AGE
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”
ECUSTA FOREST GREEN
FERN GREEN
CLOUDY GREY
HEX - #2F5E4F
HEX - #B5DD72
HEX - #E2E5DE
CMYK - 81, 42, 68, 31
CMYK - 32, 0, 71, 0
CMYK - 10, 6, 11, 0
RGB - 47, 94, 79
RGB - 181, 221, 114
RGB - 226, 229, 222
PANTONE - 626 C
PANTONE - 366 C
PANTONE - 1 C
PRIMA RY B R A N D CO LO R S 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.
PREFERRED 2-COLOR PA I R I N G S
JANDUS ROAD Ex t ended
EPILOGUE R o u nd
BR AND FO N T S We’ve chosen strong, workhorse fonts to do some heavy lifting for the Ecusta visual identity.
PATTERNS
PAT TE R NS The Ecusta pattern can be used as an additional brand design element. This patterns is designed to be tone-on-tone, meaning the fern green and Ecusta forest green should be used together or the cloudy grey and forest green should be used together, as shown on this page.
IMPLEMENTATION IDEA S FOR YOUR BR AND
FRONT
BACK
T-SHIRT
BEVERAGE CONTAINERS
STICKERS & CAP
STATIONERY
ADVERTISING
WEB
WAYFINDING
COMING SOON
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