BRAND GUIDE May 2023
INT RO DU C T I O N This style guide has been developed to ensure c onsistent use of the Harney County brand. Please follow the instructions provided. The value of our brand and the investment made toward it can most readily be realized with consistent use.
BRAND LOGO THE HEART AND SOUL OF OUR BRAND IDENTITY
PRI M A RY LO C K U P
A LT. O N E C O L O R LOCKUP
The brand logo identifies the Harney brand as a whole. 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.
A LT. P R I M A R Y LOCKUP
C L AY
SUNSET YELLOW
PINE GREEN
WHITE
PRIMARY
A LT E R N AT E
H O R I Z O N TA L
WORDMARK
TE X T U R E The Harney County brand has a textured option to subtly reinforce the brand while adding visual interest. These textured lockups are very flexible and can be used for screen printing or embroidery, and can be incorporated into diagrams, illustrations, infographics, or ad concepts.
A LT. T E X T U R E LOCKUP
A B B R E V I AT I O N As the Harney County brand becomes more recognizable with community, you will have the opportunity to use this abbreviation mark. When this mark is used, ensure that our brand name is visible near or in relationship as determined necessary.
T Y P E O N LY V E R T I C A L LOCKUP
TAG L I N E The purpose of our brand tagline is to capture and summarize our brand promise, brand values, and overall experience. The tagline may be used in any marketing materials, advertising, or brand execution where we seek to communicate our personality, mission, or brand values. Avoid rewriting, rewording, or editing the tagline in any way.
PE T RO G LY P H I CO N S Petroglyphs are powerful cultural symbols that reflect the complex societies of the surrounding native tribes. Petroglyphs are central to the landscape and the community. The context of each image is extremely important and integral to its meaning. Our brand identity contains a petroglyphs library to represent the many facets of life in Harney.
C L AY
SUNSET YELLOW
PINE GREEN
WHITE
H A R N E Y BA S I N C ROSSI NG This additional brand and logo is designed to support and compliment our new brand and represent the Pacific Flyway in Harney County. There are three logo options with a primary color palette as well as single-color options.
A LT. O N E C O L O R LOCKUP
USAGE HOW TO USE (AND NOT USE) OUR NEW BRAND IDENTITY
S PAC I N G 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 ‘H’ in Harney or the ‘O’ in County as your guide to determine proper space surrounding the logo.
BAC KG ROUND CONTROL
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.
I N CO R R EC T LOG O USAG 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”
PINE GREEN
SUNSET YELLOW
CLAY
HEX - #7B7E5F
HEX - #F4B267
HEX - #D9D5C5
CMYK - (2%, 0%, 25%, 51%)
CMYK - (0%, 27%, 58%, 4%)
CMYK - (0%, 2%, 9%, 15%)
RGB - (123, 126, 95)
RGB - (244, 178, 103)
RGB - (217, 213, 197)
PANTONE - 7497 C
PANTONE - 714 C
PANTONE - 7527 C
PRI M A RY B R A N D COLORS 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
COFFEE HEX - #3E302E CMYK - (0%, 23%, 26%, 76%) RGB - (62, 48, 46) PANTONE - BLACK 5 C
PINE GREEN HEX - #7B7E5F CMYK - (2%, 0%, 25%, 51%) RGB - (123, 126, 95) PANTONE - 7497 C
CLAY HEX - #D9D5C5 CMYK - (0%, 2%, 9%, 15%) RGB - (217, 213, 197) PANTONE - 7527 C
E XPA N DED B R A N D COLORS The expanded color palette includes orange, blue, and dark/light neutrals to assist and complement our primary palette. Use the expanded colors only when the primary colors will not work.
BLOND HEX - #FDF0C4 CMYK - (0%, 5%, 23%, 1%) RGB - (253, 240, 196) PANTONE - 7499 C
SUNSET YELLOW HEX - #F4B267 CMYK - (0%, 27%, 58%, 4%) RGB - (244, 178, 103) PANTONE - 714 C
DESERT ORANGE HEX - #B64F26 CMYK - (0%, 57%, 79%, 29%) RGB - (182, 79, 38) PANTONE - 7584 C
DUSK BLUE HEX - #51667C CMYK - (35%, 18%, 0%, 51%) RGB - (81, 102, 124) PANTONE - 431 C
SS Nickson Four Regular TAG LINE FONT
G O T H A M U LT R A U S E D FOR H E AD ING S
B R A N D FO N T S
Stranger Slim U S E D FOR S U B H E AD ING S
We’ve chosen strong, versatile fonts to support the Harney County identity.
Gotham Regular U S E D FOR B ODY COPY
U S AGE E X A M P L ES
TITLE – 30pt.
WELCOME
TITLE – 30pt.
WELCOME
HEADING – 16pt.
HARN EY COUNTY, OR EGON
HEADING – 16pt.
H A RN E Y CO U N T Y, O REG O N
SUBHEADING – 14pt.
GREAT SUBHEADING HERE
SUBHEADING – 14pt.
GREAT SUBHEADING HERE
BODY COPY – 10pt.
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BODY COPY – 10pt.
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. Ga. Ut etur accum rerunt.
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MOCKUPS IN THE WILD