This brand map has been developed to ensure consistent use of the Spirit of Appalachia 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.
Strengthen Watauga
County’s economy by embracing and promoting the outdoors and the arts.
Vision
Increase awareness of the quality of life available to our residents, and to introduce those beyond our community to the many opportunities available here.
Positioning Statements
From Adventurers, to Artists, to Entrepreneurs in search of community, Watauga County embodies the Spirit of Appalachia.
From our rich history of ingenuity to our modern embrace of the outdoors, we define what it means to be an Appalachian Mountain community.
We hold onto the grit and wisdom of our heritage, but not so tightly that we’re afraid to change. In Watauga County, we honor the past, we live in the moment and we anticipate the future.
There are other mountains, but none of them are these mountains. There’s something ancient about the Southern Appalachians that make them unique, and life here reflects that uniqueness in a way that everyone seems to love and crave.
Every artist seeks a place of inspiration, and every adventurer seeks a new thrill to discover. It just so happens that both of those trails lead to the same place – Watauga County.
Straplines
Live Like a Local
Paint Like a Local
Eat Like a Local
Play Like a Local
Ride Like a Local
Tagline
Capture the Spirit
Tone and Voice
Inspiring, Heartfelt & Accurate
Brand Promise
It already feels like home.
THE HEART AND SOUL OF OUR BRAND
The primary lockup identifies the Spirit of Appalachia brand as a whole to the public. Use this logo to represent individual locations, business partners, and merchandise as needed.
This logo is a carefully created piece of locked artwork that should not be altered in any way.
ALTERNATE COLOR
WHITE
The secondary lockup is a variation of the primary, identifying the Spirit of Appalachia brand without the Watauga County mark. Use this mark in cases where the association with Watauga has already been clearly made.
This logo is a carefully created piece of locked artwork that should not be altered in any way.
ALTERNATE COLOR
WHITE
When something iconic is desired, the Spirit of Appalachia 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 the brand name legibly. This will help reinforce brand recognition.
ALTERNATE COLOR
WHITE
The lettermark is an alternative to the primary that can be used in situations where less vertical space is available, or a shorthand representation of the brand is desired.
This mark is a versatile option that can most effectively be used on a website navigation bar or on print materials such as stationery and business cards.
ALTERNATE COLOR
WHITE
This lettermark alternative is an option that can replace the regular lettermark in cases where the conncetion with Watauga County has already been established through context of layout. This mark is a versatile option that can most effectively be used on a website navigation bar or on print materials such as stationery and business cards.
ALTERNATE COLOR
WHITE
The Watauga County wordmark is an additional element that can be used in situations where the Spirit of Appalachia name is clearly i mplied.
This mark is a versatile option that can most effectively be used in existing lockups or on print materials such as stationery and business cards.
The brand icon is the visually distinctive and instantly recognizable symbol that serves as a powerful and memorable representation in the minds of viewers.
This mark is the most widely usable piece of the brand, seen on clothing, stationery, phone cases, stickers, tote bags, websites, social media, and much more.
HOW TO USE (AND NOT USE)
OUR NEW BRAND IDENTITY
When placing SOA's logos in layout, give a general spacing of the height and width of the ‘A’ or the tree cluster. 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.
Our logo works very well on a plain white background.
The fern color is a great background color for the full-color logo. If you are using one of the patterns, make sure there is proper transparency so that the logo stands out.
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 Forest Green.
Be careful placing the logo over a photo. Make sure you have a forest transparent layer on top of the photo if at all possible. Use the full color or white versions of the logo.
Ensure SOA's logo remains clear, distinctive, and visually impactful regardless of whether it's on a website, printed material, or any other medium.
Don’t rotate the logo. Don’t distort, compress or stretch the logo dimensions.
Don’t change the layout or relationship between logo elements.
Don’t make alterations to elements within the logo or wordmark that are not consistent with the brand.
Effective logo usage ensures that the logo remains recognizable, legible, and visually appealing, thereby enhancing brand recognition and fostering a strong connection with the target audience.
Don’t use gradients in or on the logo. Don’t use shadows, bevels or other effects on the logo.
CONSISTENCY TO THE “T”
SOA FOREST GREEN
HEX - #305E48
CMYK - 80, 41, 74, 32
RGB - 48, 94, 72
PANTONE - 626 C
FERN GREEN
HEX - #309153
CMYK - 81, 20, 88, 5
RGB - 48, 145, 83
PANTONE - 7731 C
The consistent use of color is vital to effective brand recognition.
The 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.
CLOUDY GREY
HEX - #DEDEDE
CMYK - 11, 9, 9, 0
RGB - 222, 222, 222
PANTONE - 1 C
These colors are used the most when designing The Spirit of Appalachia'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.
Recommended guideline for the presence of each color that you will use when implementing your brand identity.
We prefer our brand colors used without editing, but some situations require the use of color tints, especially on the web. For example, when a user hovers over a button on our web site, using a tint change can help confirm their action.
If necessary, use a 20% tint step system, keeping legibility in mind. Any tint below 60% used as a background will require dark text.
JANDUS ROAD - EXTENDED
JANDUS ROAD - EXTENDED
EPILOGUE - ROUND
HEADER: EPILOGUE
EPILOGUE - ROUND
HEADER: EPILOGUE
BODY COPY: Gotham doloraest fugiam exerite modistrum aborrov ideruntius ipsamus reictatibus, sus, corpori beriore prae laborehenda et od etur aut magnatur molupti di occullabo.
BODY COPY: Gotham doloraest fugiam exerite modistrum aborrov ideruntius ipsamus reictatibus, sus, corpori beriore prae laborehenda et od etur aut magnatur molupti di occullabo.
The Spirit of Appalachia pattern can be used as an additional brand design element. This pattern is designed to be tone-on-tone, meaning the fern green and forest green should be used together or the grey and forest green should be used together, as shown on this page.
