01
DEC EMB ER ,
BRAND GUIDE V ER S I ON
2023
NORWOOD, NC
INT ROD U C T I O N This style guide has been developed to ensure c onsistent use of the Norwood 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 NO R WO O D LO C K UP The primary lockup identifies Norwood 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.
A LT E R N AT E C O L O R
WHITE
H ORIZONTA L LO C K U P When there's not much vertical space, the horizontal Norwood lockup can be used in place of the primary logo lockup. An example of use for this would be a magazine bearing the horizontal lockup at the top in order to prominently display the image being used. This will help reinforce brand recognition while allowing space in larger formats.
A LT E R N AT E COLOR
WHITE
P R I M A RY
BADG E S When something iconic is desired, the Norwood badge can be used in place of a full logo lockup. 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.
A LT E R N AT E C O L O R
WA K E S U R F B L U E
LOG O M A R K The logomark is a simple identification of Norwood as a whole to the public. Use this mark to represent individual locations, products, and merchandise as needed. This mark is a carefully created piece of locked artwork that should not be altered in any way.
A LT E R N AT E C O L O R
WHITE
TAG LINE When desiring to communicate the essence and message of the brand, the Norwood tagline can be used. When this text is used, ensure that the Norwood tagline has nothing behind it or bumped up next to it to ensure legibility.
WHITE
USAGE HOW TO USE (AND NOT USE) OUR NEW BRAND IDENTITY
N
N
N
N
N
N
S PACING When placing the Norwood logos in layout, give a general spacing of the height and width of the ‘N’. 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 navy.
The Norwood Navy 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 navy transparent layer on top of the photo if at all possible. Use the full color or white 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”
NORWOOD NAVY
WAKESURF
LIGHT GREY
HEX - #00325B
HEX - #3691EB
HEX - #E8EBE4
CMYK - 100, 84, 38, 30
CMYK - 70, 37, 0, 0
CMYK - 8, 4, 9, 0
RGB - 0, 50, 91
RGB - 54, 145, 235
RGB - 232, 235, 228
PANTONE - 648 C
PANTONE - 279 C
PANTONE - 621 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
NORWOOD NAVY
PRIMA RY NO R WO O D BR AND CO LO R S These colors are used the most when designing Norwood's print and digital collateral. They are a key part of the brand identity and play an integral role in maintaining the consistency of the brand.
WAKESURF
LIGHT GREY
Recommended guideline for the presence of each color that you will use when implementing your brand identity.
40%
30%
20%
10%
GOTHAM - BOLD
GOTHAM - BOLD
GATEWAY TO LAKE TILLERY
GATEWAY TO LAKE TILLERY
TRADE GOTHIC LT STD - BOLD
TRADE GOTHIC LT STD - BOLD
HEADER: TRADE GOTHIC
HEADER: TRADE GOTHIC
BODY COPY: Aboremporro doloraest fugiam exerite modistrum aborrov ideruntius ipsamus reictatibus, sus, corpori beriore prae laborehenda et od etur aut magnatur molupti di occullabo.
BODY COPY: Aboremporro doloraest fugiam exerite modistrum aborrov ideruntius ipsamus reictatibus, sus, corpori beriore prae laborehenda et od etur aut magnatur molupti di occullabo.
PATTERNS
PAT TE R NS The Norwood pattern can be used as an additional brand design element. This patterns is designed to be tone-on-tone, meaning the navy and cream should be used together as shown on this page.
IMPLEMENTATION IDEA S FOR YOUR BR AND
BEVERAGE CONTAINERS
STICKERS & CAP
STREETWEAR
WEB
STATIONERY
POSTCARD
MAGAZINE AD
DOWNTOWN BANNERS
BILLBOARD
D E S T I N AT I O N B Y D E S I G N DBDPL ANNING .COM