Introduction
The Alaska’s Inside Passage brand represents the image of our area as a desirable place to live, work and play. It carries an evocative message of promise to our visitors and reinforces pride in this special region among our residents. Marketing communications used to promote the Alaska’s Inside Passage brand represent our promise made. The experiences a resident or visitor has in Southeast Alaska represents the promise kept. The purpose of this Brand Style Guide is to maintain brand consistency in all marketing communications used to represent Alaska’s Inside Passage. It is crucial that we speak with one clear voice so that our message is amplified to reach our audience. Although it is impossible to address all conceivable interpretations of the Alaska’s Inside Passage brand, this guide does, however, convey key elements and style attributes of a destination community. The tools in this guide will help build Alaska’s Inside Passage’s brand equity, increasing interest in the region as a desirable destination for independent visitors and a proud home for it’s residents.
0.1
Introduction
1.0 1.1 1.2
The Brand What is a Brand? Alaska’s Inside Passage Brand
2.0 2.1 2.2 2.3 2.4 2.5
Brandmark, Wordmarks & Tagline Brandmark Tagline Wordmark Clearspace Minimum Sizes
3.0 3.1 3.2 3.3
Permitted & Prohibited Use Permitted, 4 Color Permitted, Single Color Prohibited
4.0 4.1 4.2 4.3
The Brand Properties Color Palette Fonts Photography
5.0 5.1 5.2 5.3 5.4 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.15 6.0 6.1 6.2 6.3
Brand Applications Business Cabinet Press Release Brochure Print Advertising Water Bottles Coffee Cup Coasters Cap T-shirt Sweatshirt Website Smart Phone or Tablet App The Brand Signature Signature for Brochure Signature for Rack Card or Leaflet Co-branding
Contents
1.1 1.2
What is a Brand? Alaska’s Inside Passage Brand
The Brand
What is a Brand?
A brand is the collective message we present to our market. Simply put, a brand is the perception people have of us, regardless of our intent. A Brand Strategy is the process a destination undergoes to develop campaigns that deliver an intended message targeted to a specific audience. If successful, the right message will reach our intended audience. There are many who think a logo is the brand. A logo is merely a visual emissary - an icon representative of the brand. A brand is more than our visual communications. It is the destination experience promised to the target audience. That experience must be delivered as promised because a strong brand comes from earned credibility. Externally, branding increases visitor awareness. If developed correctly, a brand differentiates the destination from other places. It will increase visitor returns and, more importantly, increase dollars spent here. Internally, brand consistency will align marketing and communications activity among our residents, business owners and community representatives.
1.1
Alaska’s Inside Passage Brand
The Brand Promise Southeast Alaska’s Inside Passage offers the independent visitor a personal window to a place of genuine wonder; exploration of soaring mountains and tumbling glaciers up close and at his or her own pace; interaction with marine and land-based wildlife; intimate connections to the history and cultures of the region; and individual exploration of remote but accessible wilderness and inland waterways. Values •
Closeness to nature
•
Deriving energy from the environment
•
The value of building memories
•
Quality personal/family experiences
•
Delight through personal exploration and discovery
Personality The independent Alaska’s Inside Passage (if it were a person), is an inquisitive, energetic individual who seeks personal discoveries by following his or her own path. Essence An intimate journey of exploration through the wonders of Alaska’s inside Passage Emotional Benefits •
The restfulness of a leisurely journey at one’s own pace
•
The satisfaction of experience through all of the senses
•
The delight of intimate observation of flora and fauna
•
Connectedness with nature through solitary or undisturbed time
•
A sense of personal discovery through one’s own initiative
•
Tranquility from the unpopulated environment
1.2
2.1 2.2 2.3 2.4 2.5
Brandmark Tagline Wordmark Clearspace Minimum Sizes
Brandmark & Tagline
The Alaska’s Inside Passage brandmark (logo) is the graphic nucleus from which all visual communications revolve. With consistent exposure through comprehensive visual communications, Alaska’s Inside Passage’s brand equity will increase.
Brandmark
There are 3 primary components of the Alaska’s Inside Passage brandmark: 1. The typographical portion of the logo is a stylized derivative from the Bravissima Script font.
2
2. Represents a mountain range with a waterway passage in the foreground. 3. The double blue “swash” gives the brandmark a visual foundation. It represents the ocean shoreline.
1
3
2.1
1. It may be isolated away from the marks but always within the same visual display.
Tagline
2. When used with the brandmark, the tagline must maintain its position as constructed in the approved brandmark configuration.
1
2
2.2
The Alaska’s Inside Passage wordmark is subsidiary to the brandmark. It is used in applications where the brandmark’s legibility may be compromised, for small applications with limited impression areas or as a subtle signature where the full brandmark has already been introduced.
Wordmark
2.3
A minimum clearspace on all sides of the Alaska’s Inside Passage brandmark and wordmark is indicated as a light grey version of the letter “A�. It must be maintained at all times.
Clearspace
These areas must never be invaded by other graphics or photographic elements. In rare cases, low contrast photographic elements may appear behind the brandmark/wordmark but it is recommended that the brandmark/wordmark remain isolated.
2.4
1. The Alaska’s Inside Passage brandmark is designed to maintain legibility in very small applications. When used with the Boundless tagline, it’s minimum size should be no less than 1 1/4” from the left edge of the upper case “A” to the right edge of the lower case “e”.
Minimum Sizes
1 1/4"
2. If used without the Boundless tagline, it’s minimum size should be no less than 1” from the left edge of the upper case “A” to the right edge of the lower case “e”.
1
3. The minimum size for the wordmark should be no less than 3/4” from the left edge of the upper case “A” to the right edge of the lower case “e”.
1"
2
3/4"
3
2.5
3.1 3.2 3.3
Permitted, 4 Color Permitted, Single Color Prohibited
Permitted & Prohibited Use
The following rules describe permitted, 4 color brandmark applications.
Permitted, 4 Color
Whenever possible, the 4 color brandmark must be used over a white background. In limited situations, it may be used over a white/off-white watercolor paper texture or against a low contrast, photographic background equal to or no more than 15 % grey or 15 % sky blue. NOTE: An Alaska’s Inside Passage Brand Identity Usage Agreement must be submitted for approval prior to use of the Alaska’s Inside Passage brandmark or any graphic element contained in this style guide. To obtain a free Usage Agreement form, please call 907-586-4777.
3.1
1. When an application requires the use of a single color version of the brandmark/wordmark, black over white is the preferred format.
Permitted, Single Color
When used in reverse over a dark background, the brandmark/ wordmark shall be applied as white and gradient tints of white. 1
2. A reversed (white) brandmark/ wordmark may be used against a high contrasting watercolor wash that closely represents one of the non-tinted primary colors from the approved color palette.
The reversed brandmark/wordmark may be applied against a photo image as long as its placement is over a contrasting area devoid of distinctive elements or competing textures.
3. When an application requires the use of a single color version of the brandmark/wordmark other than black, use Purple Majesty (pms 2617) and gradient tints thereof whenever possible.
2
3
It is preferred that a single color format be used over white or a white/off-white watercolor paper texture.
4. Green Grass (pms 361) and Blue Ocean (pms 2995) may be used as single color versions of the brandmark/wordmark against a white background only. However, these versions shall be used at a minimum because of their low contrast. They will appear visually weak and will not support the brand when used with strong imagery or high contrasting graphics and/or text.
4
3.2
1. Under no circumstances shall users of the Alaska’s Inside Passage Brandmark/wordmark make any alterations to it.
Prohibited
2. The color arrangement of the brandmark/wordmark shall never be rearranged or changed in any way. This includes changing the gradient values or adding a drop shadow. 3. No elements that are part of the brandmark shall be removed.
1
2
3
4
5
6
7
8
9
4. Single color versions of the brandmark shall not deviate from Black, Purple Majesty (pms 2617), Blue Ocean (pms 2995), Green Grass (pms 361) or White. 5. The 4 color version of the brandmark must never be placed against a textured background other than a low contrast photo image or a white/off-white watercolor paper texture. 6. The brandmark/wordmark shall never be used against a photo image background that has competing high contrast visual elements that invade the clearspace. 7. The brandmark/wordmark shall never be used as a third party identity. 8. The brandmark/wordmark shall never be used as screen tint or watermark. 9. The 4 color version of the brandmark must never be placed against a colored background other than white or a white/off-white watercolor paper texture.
Come to
and get Wild!
10. When a brandmark is used with isolated imagery, it must never be obstructed or obscured. 10
11. Never use the brandmark in a sentence. 12. Never rotate the brandmark or use it in a fixed, vertical format unless the application may be used or viewed in a “right-read� position.
3.3
11
12
4.1 4.2 4.3
Color Palette Fonts Photography
Brand Properties
1. The brand color palette consists of 5 primary colors (Black, Purple Majesty, Blue Ocean, Blue Sky and Green Grass Also included are allowable color treatments (tints values and gradient blends).
Color Palette
1
2. The colors are based on the Pantone Matching System.
Name
2
3
4
5
6
7
Specification
Tints
Gradients
CMYK
RGB
HEX
C=0 M=0 Y=0 K = 100
R = 35 G = 31 B = 32
#000000
C = 79 M = 100 Y=0 K = 15
R = 86 G = 12 B = 112
#560C70
C = 90 M = 22 Y=0 K=0
R=0 G = 165 B = 219
#00A5DB
C = 30 M=0 Y=8 K=0
R = 165 G = 221 B = 226
#A5DDE2
C = 69 M=0 Y = 100 K=0
R = 30 G = 181 B = 58
#1EB53A
100%
20%
70%
3. Each color may be reproduced as 4 screen tints.
50%
Black
30% PANTONE BLACK
4. The brandmark uses gradients that use one or two colors.
15% 50%
70%
5. When printing using 4 color process, the CMYK formulas must be maintained.
100%
50%
Purple Majesty PANTONE 2617 C
6. When digitally reproduced or displayed electronically, the RGB formulas must be maintained.
30% 15%
100%
70% 50%
Blue Ocean
30% PANTONE 2995 C
7. In web media, the Hex formulas will ensure accurate representation.
0%
15% 100% 50% 30%
Blue Sky
20% PANTONE 304 C
10% 100% 50%
100%
30%
Green Grass
20% PANTONE 361 C
10% 0%
4.1
1. The wordmark and tagline are derived from the Bravissima Script font.
Fonts
2. The letterforms have been redrawn without the rough edges. 3. When creating headlines, sub-heads, captions or body text on printed collateral and signage, the Candara font family shall be used.
1
4. When creating HTML (Hyper Text Markup Language) in web environments, the Tahoma font family shall be used.
Candara Regular
Candara Italic
Candara Bold
Candara Bold Italic
ABCDEF abcdef123
ABCDEF abcdef123
ABCDEF abcdef123
ABCDEF abcdef123
Tahoma Regular Candara Regular
Tahoma Italic Bold Candara
Candara Bold
Candara Bold Italic
ABCDEF ABCDEF abcdef123 abcdef123
ABCDEF ABCDEF ABCDEF abcdef123 abcdef123 abcdef123
Tahoma Regular
Tahoma Bold
ABCDEF abcdef123
ABCDEF abcdef123
2
3
4
4.2
ABCDEF abcdef123
Photographic imagery must be professional and simple in composition. When possible, images should be composed or cropped to accommodate overlaying, reversed text.
Photography
Images should capture the key experiences of the Alaska’s Inside Passage area. They should reflect the beauty of the area’s natural resources and untouched environment. Images of people interacting with the environment should be used whenever possible.
4.3
5.1 5.2 5.3 5.4 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.15
Business Cabinet Press Release Brochure Print Advertising Water Bottles Coffee Cup Coasters Cap T-shirt Sweatshirt Website Smart Phone or Tablet App
Sample Applications
The business cabinet includes a letterhead, envelope and business card.
Business Cabinet
All three should be produced using matching uncoated paper stock, preferably recycled. The texture should be smooth. Officer Name Title T: 907 228-1234 C: 907 228-3456 F: 907 228-4567 email@goinsidealaska.com 1234 Alaska Street Suite 3456 City, Alaska 99901 goinsidealaska.com
1234 Alaska Street Suite 3456 City, Alaska 99901
1234 Alaska Street Suite 3456 City, Alaska 99901
5.1
The press release should be printed on the same paper stock as the letterhead, without watermarks or background images.
Press Release
A digital version should be created to use electronically. PRESS RELEASE
1234 Alaska Street Suite 3456 City, Alaska 99901
5.2
Rack brochures should measure 4�x 9� folded. The upper 1/4 of the front panel should be reserved for the brandmark and primary marketing captions for visibility in a brochure rack.
Rack Brochure
Headline on right panel
Headline on left panel Suspendisse vestibulum dignissim quam. Integer vel augue.
Suspendisse vestibulum dignissim quam. Integer vel augue.
Phasellus nulla purus, interdum ac, venenatis non, varius
Phasellus nulla purus, interdum ac, venenatis non, varius
rutrum, leo. Pellentesque habitant morbi tristique senectus
rutrum, leo. Pellentesque habitant morbi tristique senectus
et netus et malesuada fames ac turpis egestas. Fusce
et netus et malesuada fames ac turpis egestas. Fusce
magna mi, porttitor quis, convallis eget, sodales ac, urna.
magna mi, porttitor quis, convallis eget, sodales ac, urna.
Phasellus luctus venenatis magna Lorem ipsum dolor sit
Phasellus luctus venenatis magna.
amet,consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
pulvinar odio lorem non turpis. Nullam sit amet enim.
Morbi commodo, ipsum sed pharetra gravida, orci magna
Suspendisse id velit vitae ligula volutpat condimentum.
rhoncus neque, id pulvinar odio lorem non turpis. Nullam
Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla
sit amet enim. Suspendisse id velit vitae ligula volutpat
libero. Vivamus pharetra posuere sapien. Nam
condimentum. Aliquam erat volutpat. Sed quis velit. Nulla
consectetuer. Sed aliquam, nunc eget euismod ullamcor-
facilisi. Nulla libero. Vivamus pharetra posuere sapien.
per, lectus nunc ullamcorper orci, fermentum bibendum
Step
Inside
Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla
enim nibh eget ipsum. Donec porttitor ligula eu dolor.
libero. Vivamus pharetra posuere sapien.Nam
Maecenas vitae nulla consequat libero cursus venenatis. Nam magna enim, accumsan eu, blandit sed, blandit a,
Headline on center panel Suspendisse vestibulum dignissim quam. Integer vel augue.
eros.Quisque facilisis erat a dui. Nam
Phasellus nulla purus, interdum ac, venenatis non, varius
malesuada ornare dolor. Cras gravida,
rutrum, leo. Pellentesque habitant morbi tristique senectus
diam sit
et netus et malesuada fames ac turpis egestas. Fusce
amet
magna mi, porttitor quis, convallis eget, sodales ac, urna.
rhon-
Phasellus luctus venenatis magna.Lorem ipsum dolor sit
cus ornare, erat elit
amet, consectetuer adipiscing elit. Morbi commodo, ipsum
consectetuer erat, id
sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra
5.3
consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus
Print ads should be simple but evocative. A single strong image, a short caption, the brandmark, tagline and URL are all that should be included.
Print Advertising
This and following examples are based on Sunset Magazine’s 1/3 and 1/6 ad sizes.
Experience Alaska from the ground up
Experience Alaska from the ground up
alaskainfo.org alaskainfo.org
5.4
Print Advertising
Go with the ow
Go with the ow
alaskainfo.org alaskainfo.org
5.5
Print Advertising
We have powerful friends on the inside
We have powerful friends on the inside
alaskainfo.org alaskainfo.org
5.6
Reusable water bottles are a popular item for active visitors. The bottles on this page display a white brandmark and tagline.
Water Bottles
5.7
Coffee cups with the brandmark and tagline are applied to a white ceramic cup. A solid color from the brand color palette lines the inside of the cup as a nice compliment to the outside graphic
Coffee Cup
5.8
Paper coasters are made out of heavy card stock with a watercolor wash and paper texture as the background.
Coasters
5.9
Caps should include embroidered brandmarks. Because of the detail limits of the embroidery process, small text of overly detailed graphics should be avoided.
Cap
5.10
T-shirts are a good selling item for retailers who cater to the tourist market. The graphics shown on this page are designed to support the fresh, unincumbered experience of the Inside Passage.
T-shirts
5.11
Sweatshirts are another popular item. like t-shirts, they should include fresh, unincumbered graphics.
Sweatshirt
5.12
The Alaska’s Inside Passage area website should be simple and quick to navigate. The most important features must occur on the home page or at least within two clicks.
Website Home Page 1
1. The header panel features the wordmark over a large version of the water swash.
Home
2
What to Do
Where to Stay
Where to Eat
Contact Us
6
7
2. The horizontal navigation bar includes 5 or less items. These repeat on all consecutive pages. 3. These short cut links are repeats of some of the more important drop down items in the horizontal navigation bar. 4. Text block begins with a welcome message. The second paragraph is a summary of the experience that awaits the visitor.
8
5. A featured YouTube movie plays when clicked.
Communities to Explore Getting Around
6. A search field allows the user to quick search for content within the site.
3
Sample Itineraries Community Contacts Travel Media/Press Help Free Vacation Guides
7. Revolving images of key destinations.
Southeast Trails
4
8. The tagline is reversed out of the featured image.
Step inside Alaska. Pellentesque nibh felis, eleifend id, commodo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas elementum augue nec nisl. Proin auctor lorem at nibh. Curabitur nulla purus, feugiat id, elementum in, lobortis quis, pede. Vivamus sodales adipiscing sapien. Vestibulum posuere nulla eget wisi. Integer volutpat ligula eget enim. Suspendisse vitae arcu. Quisque pellentesque. Nullam consequat, sem vitae rhoncus tristique, mauris nulla fermentum est, bibendum ullamcorper sapien magna et quam. Sed dapibus vehicula odio. Proin bibendum gravida nisl.
9
Click to Expand
10
9. The map thumbnail is linked to a larger map that opens when clicked.
Social Media Center
10. Additional links or downloads are included in a right side box.
5
11
11. Social media page links. 12
12. A Trip Advisor link opens up a full report. 5.13
Each section page includes a section overview and subsequent pages.
Website Section Page
1. The header panel features the wordmark over a large version of the water swash.
1
2. The horizontal navigation bar includes 5 or less items. These repeat on all consecutive pages.
Home
2
What to Do
Where to Stay
Where to Eat
Contact Us
6
7
3. Image representing section. 4. These short cut links represent items that relate to the page. 5. Text block is a section summary. 6. A search field allows the user to quick search for content within the site.
3
7. Image links to specific activity pages.
Communities to Explore Getting Around Sample Itineraries Community Contacts Travel Media/Press Help
4
Free Vacation Guides Southeast Trails
5
5.14
Walk with gods. Pellentesque nibh felis, eleifend id, commodo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas elementum augue nec nisl. Proin auctor lorem at nibh. Curabitur nulla purus, feugiat id, elementum in, lobortis quis, pede. Vivamus sodales adipiscing sapien. Vestibulum posuere nulla eget wisi. Integer volutpat ligula eget enim. Suspendisse vitae arcu. Quisque pellentesque. Nullam consequat, sem vitae rhoncus tristique, mauris nulla fermentum est, bibendum ullamcorper sapien magna et quam. Sed dapibus vehicula odio. Proin bibendum gravida nisl.
A smart phone or tablet app can be developed as a condensed version of the website. A more advanced app can be developed to display information relative to the location.
Smart Phone or Tablet App
Inside
5.15
6.1 6.2 6.3 6.4
Overview Signature for Brochure Signature for Rack Card or Leaflet Co-branding
The Brand Signature
The Alaska Inside Passage signature system will allow the brandmark and URL to appear in conjunction with a wide range of local brands and attractions.
Signature for Small Leaflet
It is recommended that the signature system be applied to tourist-related communications in order to build equity in the Alaska Inside Passage brand. The signature system includes four basic elements; the brandmark, the URL. the lifted page graphic and the textured watercolor paper background.
The Salmon Boat
1. The partner brand visual area of a flier or rack brochure.
1
2. Lifted page graphic 3. Textured watercolor paper 4. The URL 5. The brandmark
2
goinsidealaska.com
3
6.1
4
5
The Alaska Inside Passage signature system will allow the brandmark and URL to appear in conjunction with a wide range of local brands and attractions.
The Brand Signature for an 8.5�x 11� Brochure
It is recommended that the signature system be applied to tourist-related communications in order to build equity in the Alaska Inside Passage brand. The signature system includes four basic elements; the brandmark, the URL. the lifted page graphic and the textured watercolor paper background.
The 1. The partner brand visual area of a flier or rack brochure. Salmon 2. Lifted page graphic Boat
1
3. Textured watercolor paper 4. The URL 5. The brandmark
2
goinsidealaska.com
goinsidealaska.com
3
6.2
4
5
There will be opportunities where area retailers will want to use the wordmark in their visual communications. In these instances it will be crucial to control the use of the wordmark when paired with other logos.
Co-branding
1. The wordmark used in an inline pairing with co-brand. 2. The co-brand 2
4
3. Separate both logos at a distance equal to the height of the “A� in Alaska’s. 4. Horizontal center line 5. The height of the vertical rule is equal to the height of co-brand.
The Salmon Boat
5
3 1
6. The wordmark used in a stacked pairing with co-brand.
7
7. Vertical center line
The Salmon Boat
8. The length of the horizontal rule is equal to the length of the co-brand
3 8
6
6.3