WTA Brand Book Kelda Baljon
The Washington Trails Association (WTA) seeks to preserve, promote, and enhance trails in Washington state, because they believe that hiking trails are our link to the wilderness. They do so by uniting volunteers who are passionate about hiking into helping build and maintain trails.
To communicate these values, I chose to narrow my communication goals into:
+ nature and the outdoors + Washington scenery + a sense of discovery
The logo merges the landscape of Washington’s trails - mountains and pine trees - with a tool for discovery and exploration, often utilized by Washington’s hikers - the binoculars. Together, this logo communicates the outdoors, Washington’s landscape, and the notion of discovery.
The icons are designed to be bold enough to match the density of the logo, but light enough to match the larger aesthetic of the landing page. The edges are round, which relates back to the big circles in the logo and in the images on the landing page.
The 4 colors used are pulled from a photograph that is featured heavily on the landing page. The result is semi-saturated shades of blue, which feel reminiscent of nature. The saturation is reduced further on one to create nicer contrast. Additionally, instead of white, we use a creamier stony shade and instead of black, we use a very dark green/blue color. Avoiding pure white and pure black maintains that sense of nature, since pure white and pure black are not often seen in nature.
#7AA0A5
#2C4766
#EDEBEA
#191E22
Typography is a mixture of Avenir, which is friendly, round, and San Serif, and a bold classic font, Minion Variable. Together, they create a bold and engaging aesthetic.
OUR WORK
GO OUTSIDE
GET INVOLVED
Minion Variable - 100 pt - title case
Sub-headlines Avenir Roman - 28 pt - title case
Links/Call to Action Avenir Roman - 20 pt - title case
Minion Variable Concept Regular - 12 pt - caps
JOIN
NEWS
DONATE
MY BACKPACK
LOG IN/SIGN UP
Body text (which can potentially wrap to multiple lines) Avenir Light - 12 pt - sentence case MENU ITEMS
Avenir Roman - 10 pt - caps
Learn About Us
A nonprofit community protecting trails
In order to harken back to the logo and the sense of discovery that the binoculars evoke, photos should typically have an 80% opaque creamy glare on the top left half that looks like a glare on the lens of binoculars. The photos featured should look like scenes you might uncover when hiking on a Washington trail, such as lakes, cliffs, rivers, forests, mountains, and outlook points. They should be of a high quality and resolution.
OUR WORK
GO OUTSIDE
GET INVOLVED
JOIN
NEWS
DONATE
MY BACKPACK
LOG IN/SIGN UP
Learn About Us
A nonprofit community protecting trails
� �
Find a Hike
Â
Become a Member Â? Â?
Real Food For Adventures
A mouthwatering cookbook for your camping kitchen.
 �
Register for a Backcountry Trip
Spend a long weekend or week on volunteer trip with WTA. Registration opens Feb 10.
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20 Winter Hikes
Find fresh air and explore Washington’s waterfalls, rivers, desert bluffs, or mossy forests.
OUR WORK
GO OUTSIDE
GET INVOLVED
JOIN
NEWS
DONATE
MY BACKPACK
LOG IN/SIGN UP
Learn About Us
A nonprofit community protecting trails
� �
Find a Hike
Â
Become a Member Â? Â?
Real Food For Adventures
A mouthwatering cookbook for your camping kitchen.
 �
Register for a Backcountry Trip
Spend a long weekend or week on volunteer trip with WTA. Registration opens Feb 10.
Â? Â?
20 Winter Hikes
Find fresh air and explore Washington’s waterfalls, rivers, desert bluffs, or mossy forests.