Brand Style Guide Moosehead Lake, Maine July, 2015
Table of Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 The Brand Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Logos The Moosehead Lake Logo . . . . . . . . . . . . . . . . . . . . . . . 4 Clear Space & Minimum Size Restrictions . . . . . . . . . . . . 5 Logo Versions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Logo with Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Permitted Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Prohibited Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . 10 The Moosehead Lake Shield . . . . . . . . . . . . . . . . . . . . . 12 Permitted Shield Versions . . . . . . . . . . . . . . . . . . . . . . . 13 Permitted Tagline Versions . . . . . . . . . . . . . . . . . . . . . . . 14 Colors Primary Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Secondary Color Palette . . . . . . . . . . . . . . . . . . . . . . . . 16
Moosehead Lake Brand Style Guide | Table of Contents |
Typography Primary Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Secondary Typography . . . . . . . . . . . . . . . . . . . . . . . . . 18 Copywriting Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Graphic Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 The Grid System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Marketing Design Concepts . . . . . . . . . . . . . . . . . . . . . . . . . 23 Business Papers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Wayfinding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Vehicle Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Brand Merchandise Concepts . . . . . . . . . . . . . . . . . . . . . . . 35 Sample Usage Agreement . . . . . . . . . . . . . . . . . . . . . . . . . . 37
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Introduction
Moosehead Lake Brand Style Guide | Introduction |
Who should use this brand style guide?
How should this brand style guide be used?
This manual is designed as a guide for Moosehead Lake Region Economic Development Corporation staff, officials, and the Brand Leadership Team. Contractors, vendors, organizations, and volunteers who are involved in communication, marketing or advertising should also follow this manual. Any use of the logo should be approved or guided by the Brand Leadership Team.
The first step is to become familiar with the manual and all its components. This guide should be available as a PDF for Moosehead Lake Region Economic Development Corporation staff and officials, the Brand Leadership Team, and as needed to contractors, vendors, and volunteers. Every ad, web design, newsletter, billboard, poster, or message that is communicated about Moosehead Lake should follow the recognizable framework as noted in this style guide.
Why should we use this brand style guide?
The brand logo should be available upon request in an appropriate format, for any approved usage by the aforementioned individuals and organizations.
Every time you communicate something about Moosehead Lake as a destination, a place to live or have a business, you influence the region’s brand. Your brand is what people think of you, and the logo and other graphics represent your brand. Consistency of representation is critical, and as owners of the logo, you must insist that the logo and its permutations are used in the same manner each time. This brand style guide sets the parameters and guidelines for creating a cohesive visual identity and messages for the brand.
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The Moosehead Lake Brand Story From its early days as a visitor destination in the heart of the wilderness, Moosehead Lake has had many enthusiastic admirers from the cities to the south. In the 1870s the little steamer “Lady of the Lake” moved visitors from Greenville to Mount Kineo House as a “magnificent panorama of mountain scenery unfolded itself.” Its proprietor “saw farther into the millstone than the backwoods Yankee when he anticipated the interest of artists, and doctors and lawyers and ministers and hard-working people generally in coming up here to breathe fresh air and catch fish and enjoy themselves.” And so it still is a remarkable place that offers the same solitude and recreation among the jeweled islands and full wilderness of continuous forest. Brand Character / Brand Voice: This articulates the feeling of the brand. If Moosehead Lake were a person, what would it be like? This should translate into the execution of all elements. Communication, advertising, marketing tools, product development and even customer service programs should be consistent with the brand’s character. •
Outgoing, active, youthful
•
Caring, dependable, family-centric
•
Friendly, jovial and generous
•
Forward thinking, hard-working
Moosehead Lake Brand Style Guide | The Brand Story |
Brand Promise:
•
Downtown public Wi-Fi
The Brand Promise is the simple statement and guiding principle that should be placed on every wall in every area visitor industry business and Greenville town department, on the front page of the town’s comprehensive plan, and in the offices of every partnering organization. It is your guiding principle for everything you do as a community. Every initiative, marketing effort, event, and development project should help reinforce the “ownership” of the Moosehead Lake brand – the goals and feelings it stands for.
•
Downtown beautification
Moosehead Lake – America’s Crown Jewel Moosehead Lake’s Brand Credibility, Reasons to Believe: This is the evidence that will be developed and communicated over the next several years for Moosehead Lake’s positioning. It is the reason why people will believe Moosehead Lake truly is America’s Crown Jewel. It makes the claimed benefits compelling.
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Key Messages: Primary messages consistently support the Brand Promise and are repeated in press releases, advertising copy, website copy, photography, etc. Secondary messages support other strengths and can be used for more sector-specific marketing and promotion. Primary: •
America’s Crown Jewel
•
One of the most stunningly beautiful places in America
•
Serene, breathtaking, an American Treasure
Secondary: •
Unplugged recreation
•
Awe-inspiring | transforming | transcendent | majestic | magical |
•
The place to reset and reboot
•
Pristine solitude and unspoiled wilderness
•
Here is your chance to earn a living and have a life
•
Live your passion while helping others find theirs
•
An all-weather pavilion programmed with 250+ days of activities and events
•
New mid-range accommodations
•
Greater accessibility to recreational equipment vendors, tour guides and additional ones
•
Improved accessibility to wilderness
•
Vehicular and pedestrian wayfinding system
•
Independent thinkers & artisans | risk-takers
•
Retail and dining open at night
•
Vast | open
•
Downtown open public restrooms
The Moosehead Lake Logo
Moosehead Lake Brand Style Guide | Logos |
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The Moosehead Lake logo defines the Moosehead Lake region. It serves as a graphic identity for the region, tying together the towns of Greenville and Rockville under a bold and powerful brand. Reflecting Moose Mark Moosehead Lake Logo Logotype
Maintaining the integrity of the Moosehead Lake logo and protecting the mark and intellectual property are very important. It is important to use care in following the correct usage guidelines set forth in this manual in all printed and electronic materials. All the elements of the Moosehead Lake logo—the logotype, the tag line and colors—work together to create a unique image for the region. This image helps to position Moosehead Lake as one of the most stunningly beautiful places in America. The logo projects an organic feel, which connects the beauty of the natural surroundings with those who come to enjoy all that the region has to offer in recreation and relaxation. The logo features two primary elements. The first is the Reflecting Moose Mark paying homage to the majestic creatures that call Moosehead Lake home. The second is the Logotype, which is designed to look unpolished and organic to represent the natural wilderness that surrounds the lake. The brand is also meant to reflect the ideals that here you can uplug, reset, reboot, and enjoy peace and solitude in the unspoiled wilderness that is Moosehead Lake, Maine.
Clear Space & Minimum Size Restrictions When using the brand logo, maintain a consistent clear space around the logo as shown. This space represents the minimum distance between the logo and any other design element or text. The size of the M in the Logotype is used as the measurement of constant clear space.
Clear Space Requirements
The identity should never be reduced in size smaller than 1 inch on any use including cards, labels, etc.
Minimum Size
1� The logo should never be reduced in size smaller than 1 inch in width.
Moosehead Lake Brand Style Guide | Logos |
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Logo Versions
Moosehead Lake Brand Style Guide | Logos |
There are three standard (or positive) logos. These are the logos that are placed on light backgrounds. The Standard 3-Color logo features Bark, Navy and shades of Black. The Standard 1-Color logo can only be in Pine, Navy, Bark and Black. The shadow is a 50% trasparency of the color chosen.
Standard 3-Color
Standard 1-Color-Navy
1-Color Solid-Pine
The 1-Color Solid logo can only be used in the Standard form. The Solid version can also only be used in Pine, Navy, Bark and Black. It is not to be used in a Reverse form. Therefore, this 1-Color Solid version can not be in White or Flaxen. The primary logo to use in reverse form should be the Reverse 2-Color logo. This logo uses Parchment as the color on the Logotype. The Reverse 1-Color logo can ONLY be used in White, Flaxen and Parchment. Note: The Standard 3-Color and Reverse 2-Color logos are the only versions where the Moose Mark shadow fades to transparent.
Reverse 2-Color
Reverse 1-Color-Parchment
Reverse 1-Color-Flaxen
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Logo with Tagline
Moosehead Lake Brand Style Guide | Logos |
The Moosehead Lake tagline “America’s Crown Jewel” can be placed under the logo, or as a separate graphic element. These versions are shown to the right. The Standard 3-Color Tagline should be the primary logo used whenever possible on a light colored background.
Standard 3-Color Tagline
Standard 1-Color Tagline-Navy
1-Color Solid Tagline-Black
Reverse 1-Color Tagline-Parchment
Reverse 1-Color Tagline-Flaxen
The Standard 1-Color, and 1-Color Solid logos can only be colored Black, Navy, Pine, and Bark. No other colors are permitted. The Reverse 3-Color Tagline logo should be the primary logo used in the reverse format whenever possible. The Reverse 1-Color logo versions can only be used in White, Parchment and Flaxen. Note: The Standard 3-Color and Reverse 3-Color logos are the only versions where the Moose Mark shadow fades to transparent.
Reverse 3-Color Tagline
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Permitted Logo Usage
Moosehead Lake Brand Style Guide | Permitted Usage |
Either the Standard 3-Color or the Reverse 2-Color logo should always be your first logos of choice. These two logos are the only versions that use a gradient to transparent shadow under the moose. The Reverse 2-Color Logotype color is Parchment rather than white. The Logotype is only white on the Reverse 1-Color logo.
Standard 3-Color
1-Color Solid-Black
Standard 1-Color-Black
Standard 1-Color-Pine
Standard 1-Color-Bark
Standard 1-Color-Navy
1-Color Solid-Pine
1-Color Solid-Bark
1-Color Solid-Navy
Reverse 2-Color over Pine
Reverse 2-Color over Bark
Reverse 2-Color over Navy
The Standard 3-Color logo should always be placed on a white or very light colored background to help create the maximum contrast and readability of the logo. Never place the logo on photos or other graphic elements where the logo is difficult to read due to the colors or patterns in the background. Should it be necessary to use the 1-color logo, only use the colors shown on the Primary Color Palette (see page 15). The logo should never be colorized from the Secondary Color Palette (see page 16). These colors are for backgrounds or other graphic elements only. These rules are the same for logos using the tagline.
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Permitted Logo Usage (cont.)
Moosehead Lake Brand Style Guide | Permitted Usage |
When choosing a logo, always start with the Standard 3-Color and Reverse 2-Color. If either of those fail to give the maximum contrast and readability, then go with a 1-Color version. The 1-Color-Flaxen logo may only be used on solid Pine, Bark, Navy or Black backgrounds. Do not use this version over photos or other colored backgrounds.
Reverse 1-Color over Pine
Reverse 1-Color over Bark
Reverse 1-Color over Navy
Reverse 2-Color over a dark photo
Standard 3-Color over paper background
Standard 3-Color over Parchment within a wooden oval frame
Reverse 2-Color on dark wood image
1-Color Solid-Black over a light photo
Standard 1-Color-Bark over Flaxen
Standard 1-Color-Flaxen over Pine
Standard 1-Color-Flaxen over Pine
Reverse 1-Color over dark wood image
NOTE: There is no White or Flaxen version of the 1-Color Solid logo. Never use the 1-Color Solid logo in anything other than Black, Pine, Bark, or Navy.
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Prohibited Logo Usage
Moosehead Lake Brand Style Guide | Prohibited Usage |
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The identity manipulations shown on this page are examples of prohibited usage. When using the identity, please refer to Permitted Usage section on the previous pages for the approved versions. The best rule of thumb is never: 1. Change the color of any of the identity elements.
Never alter the colors of the logo
Never alter the size of elements in the logo
Never unevenly scale or rotate the logo
Never outline any part of the logo
Never use any color that is not on the Primary Color Palette
Never use a drop shadow
2. Alter the lockup position of any element. 3. Add graphics or images into the identity. 4. Stretch or non-uniformly scale the identity. When placing the identity on a design or over an image, make sure you have maximized readability and contrast for clarity.
10k Never add graphics to the logo
Never use the Logotype in a title or in a new logo
Never fade the shadow on a 1-Color logo
Moosehead Lake Never put a graphic or shape behind
Never mix logo versions together
Never swap type fonts in the logo
Prohibited Logo Usage (cont.) if you are unsure whether the logo works over a color that is not in the Primary Color Palette, always revert to either the Standard 1-ColorBlack or 1-Color Solid-Black, if it is on a light color. Or if the color is dark, the safest bet is with the Reverse 1-Color logo. Just make sure that if it is on a light color, use the black, and if it is on a dark color, use the white.
Moosehead Lake Brand Style Guide | Prohibited Usage |
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No gradients within the logo
Not enough contrast for visability
No secondary colors used for the logo
Poor visability and readability
Never tint down a color for the logo
Should have used the Reverse 1-Color logo
The Reverse 1-Color never has a gradient shadow
Flaxen is never used as a 1-Color Solid
Not enough contrast for visability
The Moosehead Lake Shield
Moosehead Lake Brand Style Guide | Moosehead Lake Shield |
The Moosehead Lake Shield is an iconic graphic that can be used to represent the region. The Shield comes in two versions in both 3-Color and 1-Color. The 1-Color version can be colored in all of the Primary Color Palette hues (see pg 15).
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Minimum Size
.75�
Standard 3-Color Shield
1-Color Bug
Standard 3-Color Shield
1-Color Reverse Bug
The Bug should never be reduced in size smaller than 3/4 inch in width.
Permitted Shield Versions
Moosehead Lake Brand Style Guide | Permitted Shield Versions |
The Moosehead Lake Shield is an iconic graphic that can be used to represent the region. The Shield comes in two versions in both 3-Color and 1-Color. The 1-Color version can be colored in all of the Primary Color Palette hues (see pg 15). Reverse 3-Color Shield
Standard 1-Color Shield
Standard 1-Color Shield-Black
Standard 1-Color Shield-Pine
Reverse 1-Color Shield-White
Standard 1-Color Shield-Navy
Standard 1-Color Shield-Bark
Reverse 3-Color Shield-Flaxen
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Permitted Tagline Versions The tagline may be used as a separate graphic element or within the Standard Tag or Reverse Tag lockup. The colors of the tagline, when used separately, must adhere to the same rules as the full logo in that only Primary Color Palette colors may be used to color the tagline. The only permitted color choices of the Standard Tag are shown to the right.
Moosehead Lake Brand Style Guide | Permitted Tagline Versions |
Standard Tag - Black
Standard Tag - Bark
Standard Tag - Navy
Standard Tag - Pine
For the Standard versions only Black, Navy, Bark, and Pine may be used. In the Reverse format, the only colors permitted are White, Parchment, Flaxen and a 40% tint of Black.
Standard Tag - 70% Black
Reverse Tag - White
Reverse Tag - Flaxen
Reverse Tag - Parchment
Reverse Tag - 40% Black
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Primary Color Palette Seven colors make up the primary color palette: Black, Bark, Pine, Flaxen, Navy, White and Parchment.
Moosehead Lake Brand Style Guide | Color Palette |
COLOR
PMS
CMYK
Black
C = 50 M = 50 Y = 50 K = 100
R = 0 G = 0 B = 0
000000
476
C = 57 M = 80 Y = 100 K = 60
R = 72 G = 40 B = 17
482811
350
C = 79 M = 0 Y = 100 K = 80
R = 0 G = 63 B = 11
003f0b
Flaxen
458
C = 15 M = 14 Y = 71 K = 0
R = 221 G = 204 B = 107
ddcc6b
Navy
540
C = 100 M = 55 Y = 0 K = 60
R = 0 G = 50 B = 96
003260
White
C = 0 M = 0 Y = 0 K = 0
R = 255 G = 255 B = 255
ffffff
15% 458
C = 3 M = 4 Y = 10 K = 0
R = 243 G = 238 B = 226
f3eee2
Black
The graph to the right displays formulas used to reproduce the colors for specific media. Pantone Matching System (PMS) is a numbering system used when printing spot colors on a traditional offset printing press. It is also used when mixing custom paint or ink. CMYK (Cyan, Magenta, Yellow and Black) is a formula used when printing four-color processes on a traditional offset press. RGB (Red, Green and Black) is the common formula used in digital media. HEX (hex triplet) is a six-digit, three-byte hexadecimal number used in most online applications.
Bark
Pine
White
Parchment
RGB
HEX
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Secondary Color Palette Brand imaging can also incorporate these four secondary colors. As a rule, these colors should be used as alternate backgrounds or graphic accent colors. These secondary colors should never be used in 1-Color logos.
Moosehead Lake Brand Style Guide | Color Palette |
COLOR Stone
Steel Blue
Sage
Autumn Gold
PMS
CMYK
RGB
HEX
50% Black
C = 0 M = 0 Y = 0 K = 50
R = 147 G = 149 B = 152
939598
5415
C = 50 M = 27 Y = 0 K = 30
R = 95 G = 124 B = 163
5f7ca3
5777
C = 10 M = 0 Y = 49 K = 28
R = 176 G = 181 B = 121
b0b579
729
C = 0 M = 30 Y = 62 K = 18
R = 212 G = 158 B = 97
d49e61
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Primary Typography James Fajardo is the font used as headlines in the marketing materials such as ads, brochures, and other examples shown in the Brand Graphics Design Concepts section. The typical headline font should be no smaller than 48 points. Minion Pro Regular is the font used as body copy for all marketing pieces, brochures, print ads, etc. and is used at no smaller than 9 points. If the font Minion is not available, you can substitute with Times or Times New Roman. The default size for Minion in letters and official correspondence is 11 point. NOTE: When using spreadsheet and financial documents, Arial can be substituted as the standard font for readability at smaller sizes. Also, these rules do not apply to wayfinding and pedestrian signage. Type specs for these designs should be specified in separate specs.
Moosehead Lake Brand Style Guide | Typography |
HEADLINE: James Fajardo
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 BODY COPY: Minion Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890
TAGLINE “AMERICA’S CROWN JEWEL”: Trajan Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Secondary Typography As alternate fonts for titles, subtitles and body copy, when a more conservative look is more appropriate, Helvetica Neue Regular and Light can be used. Another option is SimpleType Bold. Arial Regular and Light can also be used as a Secondary Typography set if Helvetica is not available.
Moosehead Lake Brand Style Guide | Typography |
ALTERNATE FONT #1: Helvetica Neue Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ALTERNATE FONT #2: Helvetica Neue Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ALTERNATE FONT #3: SimpleType Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Copywriting Style When writing marketing copy for Moosehead Lake, always focus on the unique qualities that make this region a haven for those seeking the pristine and unspoiled natural beauty, mixed with the outdoor adventure opportunities that the Moosehead Lake region has to offer. These qualities are some of the main reasons locals choose to live, work and raise a family in the Moosehead Lake Region. The writing voice of each marketing piece should reflect and accentuate these qualities of living and visiting this amazing natural wonderland. Examples of this copywriting style are shown to the right.
Moosehead Lake Brand Style Guide | Copywriting Style |
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Sample ad copy for local business development opportunity: “It’s not often you find the chance of a lifetime – a place where you can earn a living while actually having a life. And this special place is Moosehead Lake, America’s Crown Jewel. We’re looking for adventureseekers, artisans and free-spirits who want to live their passion while helping others find theirs. Wilderness guides, photographers, kayak and canoe rentals, tour operators, and a host of other amazing, life-changing opportunities are right here, right now. So log on today to find the opportunity that will help you have the life you’ve dreamed of having.” Sample ad copy for attracting visitors: “Worth a trip from anywhere, spending time in this special place will leave you transfixed and forever changed. The pristine beauty, solitude, and unspoiled wilderness provides for an incredibly inspiring atmosphere whether you’re on the lake, in the mountains, or hiking the vast forest trails that have cemented Moosehead Lake’s place as America’s Crown Jewel.” “Just three hours north of Portland, Maine, there’s a special place that needs to top your list of “must visit” destinations. America’s Crown Jewel, exceptionally beautiful Moosehead Lake is THE place for adventureseekers, free-spirits, and artisans looking for solitude in an unspoiled and absolutely incredible setting.” Sample ad copy for attracting new residents: “Perhaps reverend and social activist Henry Ward Beecher, summed it up best when he noted, “Children are the hands by which we take hold of heaven.” And your home should be that little piece of heaven - full of memories your little prince or princess will carry with them their entire lives. You see, finding the perfect home, in the perfect location, for young families, is my specialty and what makes Folsom Realty Group the premier “happily ever after” real estate company in Greenville on the shores of Moosehead Lake, America’s Crown Jewel. So call today to find your piece of heaven.”
Photography What sets Moosehead Lake apart and makes the area so special is that it offers the best outdoor recreation and the most stunning views nature has to offer. Every photo should showcase and reinforce that brand promise. Keep the photos looking modern, fresh, active, colorful, and visually stunning. The photographs shown in this Style Guide are stock photos only and should be replaced with photographs shot in and around Moosehead Lake when marketing materials are actually produced. Avoid the use of stock photography if at all possible. Make sure photos don’t look overly staged. Images should always include people (make sure you have model releases) and should represent the strategic target audience and show them engaged in personal and family recreational situations that they are passionate about. The goal is to have visitors visualize themselves moving to, and/or opening a business in Moosehead Lake due to the amazing opportunities and refreshing lifestyle.
Moosehead Lake Brand Style Guide | Photography |
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Graphic Elements
Moosehead Lake Brand Style Guide | Graphic Elements |
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The Moosehead Lake brand should make use of some design elements and textures shown to the right. The use of wood images, aged paper, and a vintage texture edge treatment are all part of the organic and natural brand. The logo can also be roughed when it is placed on a wood background using Photoshop techniques to help the wood grain show through. However, don’t overdue this effect. The logo still must be very readable. These brand elements help keep the brand image fairly unpolished. This brand, like the Moosehead Lake area, is natural, organic, unspoiled and timeless in its natural beauty and peaceful attitude. Additional elements and textures can be added as the brand grows.
None of the wood elements used in the brand should be highly polished and flawless in their appearance.
The use of roughed up, aged wood helps produce the organic and natural feel of the brand.
The aged paper element can be used with photos, as a background, for text blocks, or for a number of visual effects. This type of aged barn wood with shading would be an excellent effect for use in this brand. One idea would be to blend a photo on the wood through the underlying layer like the example on the left.
Using a weathered or white-washed wood texture offers another option.
The vintage texture edge, shown above, is a treatment to the photos on aged paper. This Photoshop texture is reduced to 50% transparency and can be either white (for darker photos), or a dark color such as black or dark brown when placed on lighter photos.
The Grid System
Moosehead Lake Brand Style Guide | The Grid System |
The grid system used for the marketing materials uses either a 5/6 picture format or a 1/3 title format. In the 5/6 format the image takes up most of the page. In the 1/3 format the title area takes up 1/3 of the page. The images in both use the aged paper element as a border with the paper and image being rotated 1.5 degrees clockwise. This contributes to the unrefined and organic look of the brand. The vintage texture edge is also applied to reinforce this organic feeling.
Do you think she will look back and remember the time you spent together watching TV? 5/6 Picture Format
1/3 Title Format
Worth a trip from anywhere, spending time in this special place will leave you transfixed and forever changed. The pristine beauty, solitude, and unspoiled wilderness provides for an incredibly inspiring atmosphere whether you’re on the lake, in the mountains, or hiking the vast forest trails that have cemented Moosehead Lake’s place as America’s Crown Jewel. Just three hours north of Portland, Maine, there’s a special place that needs to top your list of “must visit” destinations. America’s Crown Jewel, exceptionally beautiful Moosehead Lake is THE place for adventure-seekers, free-spirits, and artisans looking for solitude in an unspoiled and absolutely incredible setting. See for yourself at www.VisitMooseheadLake.com
Picture and frame have been rotated 1.5 degrees 1/3 Title Format
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Marketing Design Concepts Full Page Ad Concept
Do you think she will look back and remember the time you spent together watching TV?
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
Full Page Ad Concept
Mom is always right. “Go outside and play!”
Worth a trip from anywhere, spending time in this special place will leave you transfixed and forever changed. The pristine beauty, solitude, and unspoiled wilderness provides for an incredibly inspiring atmosphere whether you’re on the lake, in the mountains, or hiking the vast forest trails that have cemented Moosehead Lake’s place as America’s Crown Jewel.
Worth a trip from anywhere, spending time in this special place will leave you transfixed and forever changed. The pristine beauty, solitude, and unspoiled wilderness provides for an incredibly inspiring atmosphere whether you’re on the lake, in the mountains, or hiking the vast forest trails that have cemented Moosehead Lake’s place as America’s Crown Jewel.
Just three hours north of Portland, Maine, there’s a special place that needs to top your list of “must visit” destinations. America’s Crown Jewel, exceptionally beautiful Moosehead Lake is THE place for adventure-seekers, free-spirits, and artisans looking for solitude in an unspoiled and absolutely incredible setting. See for yourself at www.VisitMooseheadLake.com
Just three hours north of Portland, Maine, there’s a special place that needs to top your list of “must visit” destinations. America’s Crown Jewel, exceptionally beautiful Moosehead Lake is THE place for adventure-seekers, free-spirits, and artisans looking for solitude in an unspoiled and absolutely incredible setting. See for yourself at www.VisitMooseheadLake.com
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Marketing Design Concepts Full Page Ad Concept
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
Full Page Ad Concept
You only live once. But if you do it right, once is enough!
The more you celebrate life, the more there is to celebrate.” Let the celebration begin! - Oprah Winfrey
Worth a trip from anywhere, spending time in this special place will leave you transfixed and forever changed. The pristine beauty, solitude, and unspoiled wilderness provides for an incredibly inspiring atmosphere whether you’re on the lake, in the mountains, or hiking the vast forest trails that have cemented Moosehead Lake’s place as America’s Crown Jewel.
Worth a trip from anywhere, spending time in this special place will leave you transfixed and forever changed. The pristine beauty, solitude, and unspoiled wilderness provides for an incredibly inspiring atmosphere whether you’re on the lake, in the mountains, or hiking the vast forest trails that have cemented Moosehead Lake’s place as America’s Crown Jewel.
Just three hours north of Portland, Maine, there’s a special place that needs to top your list of “must visit” destinations. America’s Crown Jewel, exceptionally beautiful Moosehead Lake is THE place for adventure-seekers, free-spirits, and artisans looking for solitude in an unspoiled and absolutely incredible setting. See for yourself at www.VisitMooseheadLake.com
Just three hours north of Portland, Maine, there’s a special place that needs to top your list of “must visit” destinations. America’s Crown Jewel, exceptionally beautiful Moosehead Lake is THE place for adventure-seekers, free-spirits, and artisans looking for solitude in an unspoiled and absolutely incredible setting. See for yourself at www.VisitMooseheadLake.com
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Marketing Design Concepts Full Page Ad Concept
Here’s your chance to earn a living AND have a life.
Worth a trip from anywhere, spending time in this special place will leave you transfixed and forever changed. The pristine beauty, solitude, and unspoiled wilderness provides for an incredibly inspiring atmosphere whether you’re on the lake, in the mountains, or hiking the vast forest trails that have cemented Moosehead Lake’s place as America’s Crown Jewel. Just three hours north of Portland, Maine, there’s a special place that needs to top your list of “must visit” destinations. America’s Crown Jewel, exceptionally beautiful Moosehead Lake is THE place for adventure-seekers, free-spirits, and artisans looking for solitude in an unspoiled and absolutely incredible setting. See for yourself at www.VisitMooseheadLake.com
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
Full Page Ad Concept
Here’s your chance to earn a living AND have a life.
It’s not often you find the chance of the lifetime – a place where you can earn a living while actually having a life. And this special place is Moosehead Lake, America’s Crown Jewel. We’re looking for adventure-seekers, artisans and free-spirits that want to live their passion while helping others find theirs. Wilderness guides, photographers, kayak and canoe rentals, tour operators, and a host of other amazing, life-changing opportunities are right here, right now. So log on today to find the opportunity that will help you have the life you’ve dreamed of having www.VisitMooseheadLake.com
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Marketing Design Concepts Business Opportunities Brochure
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
Best of Moosehead Lake Brochure
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Marketing Design Concepts
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
Brand Poster Concept
“You only live once, but if you do it right, once is enough.” - Joe E. Lewis
“America’s Crown Jewel”
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Marketing Design Concepts
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
Brand Poster Concept
Life is not measured by the number of breaths we take, but by the moments that take our breath away.
“America’s Crown Jewel”
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Marketing Design Concepts Samples of Downtown Pole Banner Designs
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
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Marketing Design Concepts Highway Billboard Concept
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
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Marketing Design Concepts The impression made by Moosehead Lake’s electronic media, such as websites, email marketing, Facebook page, and banner advertising, is crucial. With so much travel research and arrangements being made online, your brand must be apparent and strong on all electronic communication. A compelling and cohesive website is imperative to compete in today’s market.
Moosehead Lake Brand Style Guide | Marketing Design Concepts |
Homepage design concept
These sample website page concepts show how the navigation is prominent, the colors and graphics match the rest of the marketing materials, and the photography is experiencebased and professional. The use of wood textures keeps the graphics natural and warm. When people look at websites, they scan, so website content should be concise and to the point. Keeping the pages “on brand” and easy to navigate are important parts of any new site.
This is how a sub-page might look. Notice the clean look and prominant professional photography.
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Business Papers
Moosehead Lake Brand Style Guide | Business Papers |
The Moosehead Lake Economic Development Corporation letterhead, business card, and envelope concepts are shown here. The back of the business cards and envelope flaps are both flooded with the Navy color for a dramic touch. These can be eliminated to lower the production cost.
Amanda Hunt
Board Member amandah@mooseheadlakeedc.com
PO Box 223 Greenville, ME 04441 www.mooseheadlakeedc.com
PO Box 223 Greenville, ME 04441 T: (207) 697-7030 F: (207) 673-3047
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Wayfinding
Moosehead Lake Brand Style Guide | Wayfinding |
Wayfinding signs can vary from simple and functional, to artistic and complex. The concepts shown here are more complex by using multiple layers. They can also be simplified to lower the production costs. When you retain wayfinding expertise, the design of the signage system and materials used will be a part of that process.
The visitor information kiosk roof has a a darker stained moose. Wayfinding signage rules: 1. 1” tall lettering for every 12’ of viewing distance. This means on primary thoroughfares the lettering should be 6” to 8” tall.
The use of natural wood posts and metal joints gives the signs a craftsman feel and ties into the brand. The cutout moose on the trail markers and street signs give the signs an artistic flair.
2.3
PARKING
MAYNARDS TRAIL
Miles
Big Squaw Ski Area Highland Trail
3.5
Mt. Kineo Loop 5.1 Maynards Trail 2.3 Lake Trail
1.8
Rockwood Visitor Information Lily Bay State Park Kokadjo
Beginner Intermediate Advanced
2. Never more than five items on any one sign. 3. Always use non-serif fonts. 4. Use contrasting colors between background and lettering.
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Vehicle Design Applications
Moosehead Lake Brand Style Guide | Vehicles |
We do understand that Moosehead Lake is not a municipality, but this type of design could be developed for the towns of both Greenville and Rockwood. However, if a mobile visitor information vehicle entered into the mix, it could look like this. When applying the logo to vehicles, center the logo on the front doors without having to cut around locks or handles.
Visitor & Activities Information Visitor & Activities Information
Don’t be afraid to go big and make a statement with your vehicles. They can be a great ambassador for the brand.
Visitor & Activities Information
Visitor & Activities Information
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Brand Merchandise Concepts A variety of merchandise and promotional materials can be produced to reinforce and promote the Moosehead Lake brand. The Brand Leadership Team must authorize the use of any “logo gear,� which should be tightly managed. It is recommended that the Primary Color Palette be the focus of the initial brand merchandise produced.
Moosehead Lake Brand Style Guide | Brand Merchandise Concepts |
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Brand Merchandise Concepts
Moosehead Lake Brand Style Guide | Brand Merchandise Concepts |
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Sample Usage Agreement Use of the City of Anywhere Logo Please check the applicable answer to the following questions, providing details where indicated. 1. This application for permission to use the City of Anywhere logo is with respect to: q Print marketing/promotional material and/or informational or educational literature. Please briefly describe the purpose of your communication and the form it will take. For example, advertising in a newspaper, magazine, newsletter; event invitation or program; brochure or leaflet; poster; direct mail piece, etc. q Electronic publications, for example, a Web site, online newsletter or video. Please briefly describe. q Other. Please briefly describe.
Moosehead Lake Brand Style Guide
| Sample Usage Agreement |
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2. The Licensee shall use the logo in accordance with specifications and purpose set out on FORM “A” of this undertaking. 3. The Licensee shall not use the logo for any commercial purposes, including clothing and memorabilia. 4. The Licensee shall not grant permission to any other person to use the logo. 5. The Licensee’s use of the logo will adhere to the City of Anywhere’s policies with respect to diversity, race relations and accessibility. 6. The Licensee acknowledges that the Corporation assumes no liability in respect of my use of the logo. 7. The permission granted shall be for an event taking place between _______ XX, 20XX – ________ XX, 2015, or the period of use described in question 1.
2. The date/expected period of use of the logo is _______________________________
8. The Corporation reserves the right to terminate logo usage immediately if there is a breach with questions 1-5.
3. The intended reproduction of the logo is in __________________________________ q Color q Black only q White only (reversed in a dark background color)
The licensee hereby accepts all of the conditions with respect to the use of the logo as set out in paragraphs 1 to 8.
4. q q q
The City of Anywhere is connected with this program, event or activity: as a primary sponsor/participant through funding support such as Cultural/Arts grant Other (please provide details)
5. A mock-up/sample layout of the intended logo application is attached. q Yes q No
_______________________________________________
(NAME AND SIGNATURE OF INDIVIDUAL REPRESENTING THE PARTY)
______________________________________ (MAILING ADDRESS)
_________________________________________ (EMAIL WHERE LOGO IS TO BE SENT)
______________________________________ Terms and Conditions The Corporation of the City Anywhere (herein referred to as the “Corporation”) hereby grants to the party identified below, the “Licensee” a non-exclusive, non-transferable license and permission to use and display the City of Anywhere Logo (herein referred to as the “logo”) subject to the party agreeing to the following terms and conditions: 1. The Licensee shall not make any alterations to the logo, or adapt the logo as part of another graphic symbol or mark.
(CONTACT NUMBERS)
______________________________________
(NAME AND TITLE, Approving on behalf of the City of Anywhere)
Dated at Anywhere, USA this __________ day of ___________, 20______
Contact Information Roger Brooks International 24654 N. Lake Pleasant Pkwy Suite 103-487 Peoria, AZ 85383 (206) 241-4770 Email: Becky@RogerBrooksTeam.com www.RogerBrooksInternational.com
Copyright Š 2015 Roger Brooks International. All rights reserved. No part of this material may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, microfilming, recording, or otherwise without written permission from Roger Brooks International