STYLE GUIDE
LOGO USAGE The Visit Tuolumne logo was meticulously designed to reflect the Tuolumne County brand. As one of the most valuable brand assets, the logo should be used correctly to ensure a consistent, clear brand message. Because the logo includes multiple colors, the preferred way to use it is on a white or very light colored background. It also works on a solid black background, but other dark colors do not offer enough contrast and should not be used. A one-color version of the logo is available for use on those dark backgrounds and/or one-color designs. The one-color version should only be rendered in black, white, grey, or one of the brand colors for Visit Tuolumne designs (occasionally the inclusion of the logo in another brand’s design will call for use of a different color to match said design, which can be granted at Visit Tuolumne’s discretion).
Primary design
Extended design
One-color design [60% black]
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examples of logo usage
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Do place the full-color logo on colors that offer high contrast.
Do not place the full-color logo on colors that offer low contrast.
Do choose a high contrast brand color for the logo.
Do not choose a low contrast brand color for the logo.
Do place the full-color logo on light backgrounds.
Do not place the full-color logo on colorful, busy backgrounds.
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COLORS Along with the logo, the Visit Tuolumne brand also includes colors and fonts, which should be used to maintain consistent messaging in all designs. The brand colors and fonts were influenced by previous Tuolumne logos and chosen to reflect Tuolumne County and its ties to nature and the great outdoors.
35 • 0 • 100 • 12 RGB 159 • 188 • 46 HEX# 9FBC2E CMYK
74 • 4 • 36 • 0 RGB 17 • 179 • 176 HEX# 11B3B0 CMYK
51 • 100 • 0 • 33 RGB 106 • 13 • 105 HEX# 6A0D69 CMYK
4 • 56 • 100 • 0 RGB 236 • 135 • 35 HEX# EC8723 CMYK
0 • 7 • 95 • 0 RGB 255 • 227 • 19 HEX# FFE313 CMYK
black
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white
60% black
FONTS Avenir was chosen for its versatility, modern appeal, and legibility. It has various weights that can be combined for use in headlines, body copy, captions, and more. Avenir also includes oblique versions of all weights.
Avenir light Avenir book Avenir roman Avenir medium Avenir heavy Avenir black Veneer Two is the focus of the logo and should therefore be used sparingly in design and saved for things like headlines or short calls to action. Veneer Two should not be used for small text such as body copy.
veneer two The two other fonts used in the logo are Lumberjack and Lovelight, both of which can also be used sparingly in designs for headlines, calls to action, etc.
Lumberjack Regular Lumberjack Inline Rough Lumberjack Rough lovelight 5
ELEMENTS Certain elements from the logo can be incorporated into designs. The angled line can be scaled proportionately to any size, reflected and/or rotated, or the angle itself can be used to create other shapes (see example on page 4). The mountains and stars can also be used to enhance designs.
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SPACING When using the logo, remember that it represents the brand and should not have to compete with other graphic elements. Leaving an ample amount of spacing around the logo is a must.
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examples of logo spacing
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examples of logo spacing
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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