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Table of Contents About the Brand . . . . . . 3 Color . . . . . . . . . . . . . 4 Usage . . . . . . . . . . . . . 5 Type . . . . . . . . . . . . . . 6 Sub Logos . . . . . . . . . . 7-8 Stationary and Business Card . . . . . . . . 9-10
About the Brand Campground is an annual convention centered around all things camping. Enthusiasts of all ages are welcome to attend the 3-day event that features various outdoor activities. New and unique camping gear will be available to try out and purchase. Plenty of original Campground merchandise will also be sold over the 3 day period. The long weekend will be full of fun opportunities, including outdoor activities like horseback riding, hiking, and mountain biking. There will be local bluegrass music performances and It will be held at Dunton Hot Springs, a fully restored ghost town nestled in the San Juan Mountains of the Colorado Rockies. A weekend long raffle will also be going on auctioning off a free weekend at the resort. Guests can bring their own tents to camp out on the grounds or rent one of the cabins on site (space in the cabins is limited).
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Color The color of the Camprground logo represent the joys of camp life and the outdoors. Green invokes the earth and the pines, the brown the trees and the mountains, and the tan recalls the old tradition of camping and burlap tents. The formulas are as follows:
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Usage The logo for Campground is to be used in its 3 color form whenever possible. The formulas outlined in the previous section are the only ones to be used to make these 3 colors. The logo may not be tinted either lighter or darker in any situation. In the event that the logo must be placed on a black or otherwise dark background, the 3 color logo should still be used in the way outlined above. The only difference is that the word “Campground” will be in the tan color of the logo as opposed to the brown color. There will also be times when the logo must be in black and white. In this case, the trees, type, tree rings, and the letter “C” in the center of the logo will all be in black and the rest in white as shown above. If ever a rare instance where the logo needs to be in black and white on a dark background, do as above but make the trees and word “Campground” in white.
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ABCDEFGHIJKLMNOPQRS TVUWXYZ abcdefghijklmnopqrstvuwxyz ABCDEFGHIJKLMNOPQRS TVUWXYZ abcdefghijklmnopqrstvuwxyz Typeface The typeface used in the Campground logo is Neutra Text Bold. All supportive type for the campground identity (type used for letters on the letterhead, business cards, etc.) will remain within the Neutra Text family. While headlines may vary depending on certain usage, any appearance of body text should be Neutra Text Book. In the logo, the word “Campground” should be tracked out to 200. It must appear in all caps in all instances of the logo. The baseline of this word will always align with the bottom of the tree trunks on either side and will be centered.
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Sub Logos At the Campground convention, there are various areas that use signage to distinguise themselves to attendees by using the logo in a slightly different way. These are the three sub logos that appear on the grounds. All three are the same as the original 3 color logo except that the word “Campground” changes to the appropriate area designation, and the center icon changes from a “C” to whatever is being used for the area. The rings of the tree also conform to the loose shape of the icon in the middle. All three sub logos must use the same type and color specifications as outlined previously for the 3 color logo.
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Logo should be place exactly 1/4 inch below the top of the page
Bottom text should be place exactly 1/4 inch below the bottom of the page
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Logo should be place exactly 1/32 inch below the top of the card
Last line text should not gowithin 1/16 inch of the bottom of the card.
Stationary and Business Card The stationary for Campground should be on white paper with the original 3 color logo centered at the top of the page. An example page is shown to the left at 70% of the full siize (8.5 x 11 inches). The top of the logo should appear one half inch from the top op the page. The bootom line of text should always readin the order of Dunton Hot Springs, address, phone number, fax number, and web site. “Dunton Hot Springs” and “www.campground.com” should be set in Neutra Text Demi and the rest of the type should be set in Neutra Text Light. All of the bottom text should be set in 8 pt. type. The business card will have the 3 color logo centered at the top of the veritcal card. All text will be set in Neutra Text Light and allat 8 pt., except for the name of the indiviual which should be 10 pt. type. The text of the cared can be either in the green or the brown of the logo.
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