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CONTENTS
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BRAND ARCHITECTURE
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DESIGN
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CAMPAIGN DIRECTION 2
BRAND ARCHITECTURE
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BRAND PROMISE We bring people together in an environment where you can be who you are and find where you belong.
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BRAND ESSENCE
From the moment you arrive, you feel that this is where you belong. Because this isn’t just any beach. It’s The Beach. It’s a community that stretches 60 miles connected by a shared passion. From couples to families to anyone just looking to dig their toes into some sand, it welcomes everyone to find their place in the most wonderful place there is, The Beach.
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BRAND EXPERIENCE
60 miles of bringing people together. We are one destination made up of unique beach communities.
Myrtle Beach has a history and story all its own. We aren’t just a beach, we are The Beach.
More than just another day at the beach. Not only do we have the best beaches, but the best experiences beyond.
Find where you belong. We’re your first beach, your favorite beach, and your only beach.
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Brand Voice
WELCOMING
We’re known for our friendliness and hospitality. We’re open, accepting and can’t wait to show you around.
CONNECTING
We bring people together. We have a way of showing the world that we’re all more alike than we are different.
DOWN TO EARTH
We are who we are and proud of it. We never oversell or overstate anything.
WITTY
We have a quick wit and engaging sense of humor. We love to surprise those who may underestimate us.
FUN
We’re the friend everybody wants to be around. We always know how to have a good time.
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DESIGN
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BRAND CAMPAIGN
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DO IT YOUR WAY AT
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LOCAL CAMPAIGN
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BN CRINGE SANS BOLD The quick brown fox jumps over the lazy dog. BN Cringe Sans is our primary font and is always at 50 pt. tracking. It is used in all caps in a headline treatment and sentence case when being used for body copy.
TYPOGRAPHY We have carefully selected three fonts that work together to communicate the laid-back and playful tone of the brand. BN Cringe Sans is our primary font that will be utilized the most with the support of Palmer Script and Supa Mega Fantastic. *Please ensure your organization has correct licensing before utilizing these fonts.
Palmer Script
The quick brown fox jumps over the lazy dog. Palmer Script is a secondary font and should be used sparingly. It is used primarily when we are calling out The Beach.
SUPA MEGA FANTASTIC The quick brown fox jumps over the lazy dog. Supa Mega Fantastic is a secondary font that should be used at 25 pt. tracking. It can be used along with our other fonts to add the hand-painted feel that contributes to the approachable nature of the brand.
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QUICKSAND BOLD
The quick brown fox jumps over the lazy dog. Quicksand Bold is reccomended to be a web safe substitute for BN Cringe Sans. Use this font in bold and all-caps for headlines.
QUICKSAND MEDIUM
The quick brown fox jumps over the lazy dog. Use quicksand medium in sentence-case with 50 pt. tracking for body copy. See example below.
WEB SAFE TYPOGRAPHY When web safe fonts are required, we reccomend using these selected Google fonts.
KAVIVANAR
THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG. Use kavivanar as a secondary accent font in place of SUPA MEGA FANTASTIC. It should be used in all caps.
HEADLINE IS IN QUICKSAND BOLD. Odipsam ut ad que nostiatium restiis vendiatibus aut moditius as ad quis amet quam, quibusa ndamusd aectotae laborem restiumquam, ommo quos rehenis tiatio quamusa eceped ut adit exerum facerorrum serum
A C C ENT I S K AV I VA N A R .
Body copy is sized at 22 pt. with 32 pt. leading. Please allow for adequate leading to ensure readability.
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COLOR PALETTE #F1603E WE ARE ONE DESTINATION MADE UP OF #FDCC86 WE ARE ONE DESTINATION MADE UP OF #19a066 We are one destination made up of #FFF0DF WE ARE ONE DESTINATION MADE UP OF #5EC9DD WE ARE ONE DESTINATION MADE UP OF #264E57 WE ARE ONE DES16
BRAND LOGO To help travelers make the connection that Myrtle Beach is The Beach, our logo mirrors the two monikers in the same style. This logo should be used as shown above. 17
COLOR COMBINATIONS
When this logo is used on a tag (see next page), these are the approved color combinations. The “Myrtle Beach” portion remains in the cream color, while the upper and lower portions shift according to their contrasting partner. The color partners include light blue and dark blue, yellow and red-orange, and green and dark blue. 18
LOGO TAG We have created a tag to add a pop of color and ensure our logo will always be eye-catching. It should be centered at the bottom of an image or layout with the tag extended to the border.
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PHOTOGRAPHY Myrtle Beach is a place for real people, so our photos should reflect that warm, approachable style. They shouldn’t be staged, they should reflect the diversity of our travelers. The Beach goes far beyond the ocean, so we also need to make sure we’re showing a variety of experiences.
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CAMPAIGN DIRECTION
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There are a lot of beaches in the world. But only one is The Beach. A place where everyone can let loose, let it ride and go with their own flow.
ANTHEM
Where limits on fun don’t exist. Somewhere that knows what you want and isn’t afraid to give it to you. 60 miles where you can speed up, slow down, And make waves, even on land. If this sounds like what you need then this is where you belong.
The Beach. Myrtle Beach, South Carolina. 23
Headlines are in BN Cringe Bold at 75 pt. with 50 pt. tracking. “The Beach” is always treated in Palmer Script in a different color that still pops on the image. The “60 MILES” tag should also utilize one of the approved color combinations and be sized accordingly.
LET’S MAKE WAVES ALL OVER
PRINT LAYOUT Our ads combine graphic elements, typography and photo style to create playful, unique and eye-catching design. In our layouts, we aim to combine a minimum of three brand colors.
Image border should a brand color that is different from the headline and contrasts with the image (e.g., don’t use light blue against image of blue sky). See page 18 for specific logo tag instructions. The tag should always be centered on the image with the CTA below.
Go to VisitMyrtleBeach.com to plan your trip to The Beach.
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HEADLINE STYLE
THERE’S A SPOT FOR EVERYONE AT
Our headlines describe what life is like at The Beach. Using our brand’s witty and welcoming voice, we play off of images to tell our audience the emotional benefit of visiting Myrtle Beach. To help establish us as the one and only beach, we always find a way to tie it back to “The Beach” at the end. Be careful to not write headlines that are overly descriptive of the photos and can’t speak more broadly about the experience in Myrtle Beach.
Go to VisitMyrtleBeach.com to plan your trip to The Beach.
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DIGITAL LAYOUT BANNERS 300X600
In banner layouts, we recommend using the wave shape as an animated element. We also combine BN Cringe Sans as our primary font and Palmer to put emphasis on certain words or phrases. These layouts are also an example of combining up to three brand colors.
The last frame should include a graphic element or pattern from our brand campaign (see page 11) and the logo tag (see page 18).
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