WMGC Brand Guide 2023 by Kyle McGowan

BRAND GUIDE

Who We Are

Western Montana’s Glacier Country is the officially recognized destination stewardship organization for our region including the eight counties of Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli and Sanders. Along with our in-region partner convention and visitor bureaus (CVBs), our organization is essential to the economic and social well-being of the 75+ communities we represent, driving direct economic impact through the visitor economy and fueling development across the entire economic spectrum by creating familiarity, attracting decision-makers, sustaining air service and improving quality of life for the people who call this place home.

Libby. © CHRISTIAN SAWICKI

What We Do

Today our organization serves a greater purpose than we once did. In 2022 we expanded the description of who we are. We completed a community-driven process to assess the current state of our regional tourism industry. We developed a strategic plan by working in partnership with the 75+ communities in the Glacier Country region to proactively map the evolution, development, marketing and management of the destination 10 years into the future. Western Montana’s Glacier Country is leading this effort to identify ways to protect, improve and enhance the region’s long-term quality of life and economic prosperity. Our Destination Stewardship Strategy provides the community and tourism industry with a 10-year action plan for responsibly stewarding our destination and promoting the economic health of our region.

Our Brand

Western Montana’s Glacier Country is a region steeped in natural wonders, cultural richness and unforgettable experiences. Our brand embodies the very essence of this remarkable destination. The name itself evokes imagery of rugged mountains, glacial waters, pristine landscapes, and a tapestry of diverse communities. It encapsulates an adventurous spirit, a commitment to preservation, and an invitation to explore the treasures found here. Our brand guide outlines the verbal and visual identity that defines the essence of Western Montana’s Glacier Country.

Mission, Vision + Values

Mission

Western Montana’s Glacier Country partners with our communities to welcome visitors and support livelihoods while protecting quality of life, extraordinary outdoor resources and cultural heritage.

Vision

Western Montana’s Glacier Country will be the leading destination steward of our region’s cultural heritage and natural environment, balancing the quality of life of our residents with the quality of our visitor experiences. We create a destination organization plan yearly to:

BE an advocate for Western Montana

ENCOURAGE responsible tourism and recreation

ENHANCE experiences in rural communities

SHAPE demand and disperse visitors

FOSTER stronger stakeholder alignment and collaboration

Values Statement

We will passionately pursue our mission with honesty, integrity, equality and respect.

HONESTY Operate fairly and with transparency to earn the trust of public and private partners, members and the travel and tourism industry at large.

INTEGRITY Exercise sound judgment and leadership benefiting residents and visitors to Western Montana.

EQUALITY + RESPECT Celebrate and honor the diversity of Glacier Country’s communities, cultures and natural beauty to foster a united sense of place.

These are the qualities we value most:

+ Leadership/Integrity/Accountability

+ Collaboration

+ Stewardship

+ Inclusiveness/Diversity

+ Passion

+ Innovation

+ Travel/Adventure/Experience/Fun/Excitement

+ Community

+ Sustainability/Resilience

Brand Pillars

PURPOSE, PERCEPTION, IDENTITY, VALUES + BRAND EXPERIENCE

These pillars are what make us tick, deeply woven into our love for keeping Western Montana’s Glacier Country as special as it is. Our stories are drenched in the grandeur, vibrance and adventurous spirit that our unique geography inspires. We welcome visitors, but there’s more to it. We’re big on looking after our postcard-perfect backyard, making sure every bit of its magic is there for future generations to discover. These brand pillars showcase what makes our region special and how we connect on a human level. They serve to help focus and guide our messaging to our audiences.

01 Enrich Community. Enhance Connection. Celebrate Diversity. Encourage Inclusivity. 02

Seek Adventure. Sustain Nature. 03 Champion Stewardship. Foster Partnerships. 04

Blodgett Overlook. © VISIT MONTANA

Western Montana’s vibrant communities, local events and travel corridors are the heart and soul of our region, and they create real, lasting connections for the people who live here and for those who visit. By making sure everyone who comes into our corner of Montana feels welcome, we’re building a place where community spirit and individual expression are valued. It’s about more than just feeling good; it’s about doing good—for Montana, for our quality of life and our local economy. Our brand echoes the soul of Western Montana and the connections we make, fostering a sense of belonging that transcends boundaries.

Our brand celebrates diversity. Diversity in landscapes, communities, people and cultures. We recognize each as a vital part of our history and our future. Western Montana’s Glacier Country sits on the traditional, ancestral territory of the Amskapi Piikani, Ksanka, Séliš, and Qlispé people. We honor the deep traditions of the Blackfeet Indian Tribe and the Salish and Kootenai Tribes, and the rich tapestry of art, music, dance, storytelling, adventure, industry and leisure they provide today. Our commitment is to inclusivity, ensuring voices from all walks of life are heard and valued as we build a respectful and unified future together.

Seek Adventure. Sustain Nature.

Whitefish Mountain Resort. ©

Western Montana’s four distinct seasons provide year-round adventures. By understanding our communities’ unique offerings and seasonal capacity, we can customize marketing efforts and audiences to best serve the communities’ and the region’s goals. We seek to attract visitors who share our love for the outdoors, our hunger for new experiences and our devotion to protecting this unforgettable place. We provide inspiration, information and education to empower visitors and residents to be guardians of Western Montana and its delicate ecosystem.

As stewards of the iconic landscapes that define Western Montana, we take immense pride in preserving these incredible treasures, like Glacier National Park and Flathead Lake. We are also committed stewards of the visitor experience, providing awe-inspiring moments and life-changing connections while sustaining our way of life and preserving our sense of place. Our unwavering commitment to leadership, partnership and preservation serves as our guiding inspiration, ensuring that these invaluable treasures are safeguarded, in their purest form, for future generations to enjoy.

Voice + Tone

Our voice is the consistent message that underpins all our communication— it’s what you’ll hear from us, rain, shine, snow or all of the above. The tone, however, is how we relate to our audience. It’s how we ensure our message resonates regardless of setting and context. It’s about striking the right chord with our audience in every interaction, every time.

Clark Fork River near Paradise. © BRIAN GROSSENBACHER

Voice

Brand voice is what you say.

Our voice shares who we are and captures where we’re headed—standing at the crossroads of being informative, helpful, thoughtful, respectful and trustworthy. It represents our welcoming mindset that values adventure and the preservation of the places we explore.

Informative

We deliver essential insights and practical knowledge, enabling visitors to confidently and responsibly chart their journey and residents to understand the positive impact our efforts have on our quality of life.

Helpful

Our guidance is a steadfast promise—always present to offer support, answer questions and create meaningful connections for both visitors and residents.

Thoughtful

Respectful

We are accepting and polite to those who live here and to those who visit here. We ensure all voices are heard and all are treated equally.

Trustworthy

Trust is everything. We are committed to being a dependable resource throughout every step of the visitor journey and for every community we serve.

Every message we craft is considerate and meaningful, ensuring our communication authentically connects with visitors and residents—making them feel seen and appreciated.

Blacktail Mountain Ski Area. © NOAH COUSER

Tone

Brand tone is how you say it.

Our tone is a promise—to ignite the imagination, to empower discovery, to speak with confidence, to welcome diversity, and to stay grounded in authenticity, principles and collective responsibility to ensure that the natural wonders and cultural treasures of Western Montana’s Glacier Country remain untouched, unspoiled and unforgettable.

Aspirational

Our tone reflects the beauty of Western Montana, inspiring visitors to dream of their journey and residents to take pride in their region. It conveys the grandeur of the landscapes and the depth of experience.

Empowering

The language empowers visitors and residents to be stewards of this land, to partake in local culture, and to learn from each other.

Welcoming

Our tone is warm and hospitable, inviting people from all walks of life and creating a sense of community and belonging for visitors and residents alike.

Grounded

Our tone is grounded in the reality of the place and the people—honest, straightforward, reflective of the wild spaces and fragile beauty, and of the sustainable practices that preserve them.

Bold

A confident tone assures visitors of the high-quality experiences they can expect, and it reassures our communities that we are dependable and steadfast leaders.

Bitterroot River. © JOURNAL OF LOST TIME

Audiences + Elevator Pitches

As a destination stewardship organization, we have an obligation to communicate to our audiences with a unified voice. That said, we tailor our messaging for each of our three audiences—visitors, residents, partners—creating more personalized and effective communication.

An elevator pitch offers a succinct and memorable description of who we are and what we do, instilling confidence by creating inspiration and communicating relevance and responsibility.

How do we speak to visitors ?

We captivate and inspire visitors with a warm, inviting and informative tone complemented by equally inspiring imagery. We showcase the region’s breathtaking landscapes, profound and unique experiences, and welcoming communities. We strive to engage visitors with a sense of adventure, offering insights into must-visit attractions, hidden gems and unforgettable activities that make Western Montana’s Glacier Country an extraordinary destination. At the same time, we gently but straightforwardly communicate a sense of empowerment and collective stewardship to inspire responsible recreation and respectful tourism.

Pitch

Western Montana’s Glacier Country is renowned for its iconic landscapes, yet its allure extends far beyond the majestic mountains and pristine rivers. Here, you’ll discover world-class year-round recreation, genuine western experiences, and some of the most welcoming mountain communities around. Come for what you had in mind— hiking, fishing, skiing and horseback riding—and saddle up for the unexpected. Be immersed in a diverse tapestry of arts, cultures, culinary experiences, local vibes, unique lodging and vibrant downtowns. Western Montana is a place like no other. It’s also a place to treasure. Please recreate responsibly and travel respectfully, so we can preserve and protect this extraordinary place for generations to come.

How do we speak to residents ?

When addressing residents, our approach is authentic, community-focused, respectful and inclusive. We aim to foster a sense of pride by highlighting the characteristics and personalities that render this place so alluring and contribute to the region’s vitality. By celebrating the region’s natural and cultural treasures and shared lifestyle, we aim to encourage responsible recreation and engage residents as ambassadors, encouraging them to not only explore their state, but to welcome visitors confidently, knowing that our organization is here to balance resident quality of life with visitor quality of experience for the benefit of Montana as a whole.

Pitch

What might be a once-in-a-lifetime adventure for someone else is just another Tuesday for us Montanans. That’s because there’s more to life here, especially in Western Montana’s Glacier Country. More fun, more flavor, more scenic routes, more epic views. And taking more adventures means making more memories. So keep on discovering trails, bagging peaks, following rivers, savoring new local brews, and gazing up at that cosmic night sky. It never gets old. While exploring Montana, please recreate responsibly. Let’s leave this place better than we found it so our children and grandchildren can experience this same state of awe.

How do we speak to partners ?

In communicating with tourism partners, our dialogue is genuine, collaborative, professional and strategic. We prioritize building strong relationships by emphasizing mutual growth opportunities and promoting the region’s unparalleled strengths for the betterment of all who live, work and play here. We aim to provide valuable resources, insights and support for partners to maximize their impact, collectively driving the success of Western Montana’s Glacier Country as a premier destination.

Pitch

We love Western Montana, and we love the people who live and work here, striving every day to make our region so incredible. Thousands of businesses in Western Montana benefit from our programs, which are designed to help those businesses, our community, our region and the state of Montana all succeed. Nonresident visitation to the Glacier Country region brought in nearly $1.6 billion in 2022, and the Montana travel industry supported 43,900 jobs that same year. And, by promoting Western Montana as a premier travel destination, we’re also benefiting our visitors; we’re showing them this authentic place we’re lucky enough to call home, and helping them make unforgettable memories here, too.

Visual Identity

Our Logo

Our logo embodies the essence of our brand while showcasing its evolution through a visually captivating symbol. Crafted to be distinctive, engaging and memorable, it isn’t just a representation; it’s a testament to the progression of our identity and our deep-rooted connection to our surroundings.

The icon is fresh and modern with sleek lines and a contemporary aesthetic serving as a dynamic portrayal of our region’s spirit and aspirations. The state outline aids in location awareness, guiding our audience to recognize our region on the Montana map.

The harmonious balance of color creates a visual identity that’s captivating to the eye and resonates with our diverse audience. The font is bold and confident yet inspiring and welcoming.

STACKED LOGO

LOGO WITH SUBHEAD LOGO WITH SUBHEAD

Protected Area

The protected area surrounding the Glacier Country logo should be clear of text, other logos and/or design elements. In the logo, the size of the protected area is equal to the height of the Western Montana region.

Logo Color

Please ensure that the color placement is uniform across all logo versions. The color of the “Western Montana’s” text should match the color within the region shape, while the “Glacier Country” text color should match the eastern part of the state of Montana. If possible, please use one of the primary colors along with Night Sky or white. Use full opacity for the color shades within the logo.

Minimum Size

The logo should always be clearly legible. Always size the logo proportionally. The primary logo can be as small as 2” or 180 pixels wide. The stacked logo can be as small as 1” or 110 pixels wide. The logo with the subhead can be as small as 2.25” or 200 pixels wide.

Correct usage: The two-color logo should be clearly legible when placed on a photo background.

Correct usage: The one-color logo should be clearly legible when placed on a photo background.

Incorrect usage: Do not use the two-color logo if it is not legible when placed on a photo background.

Correct usage: The one-color logo should be clearly legible when placed on a photo background.

Correct usage: The two-color logo should be clearly legible when placed on a photo background.

Flathead Lake. © ANDY AUSTIN

Don’t adjust the spacing between components.

Incorrect Logo Usage

Don’t adjust the proportions between components.

Don’t adjust the position between components.

Don’t change colors.

Don’t apply a drop shadow or similar effect.

Don’t distort in any way.

Don’t rotate on an angle (unless in relation to context).

Ensure the logo is clearly legible. Do not reverse on a pale color or busy background.

Design Elements

Use the following icons as design elements in Glacier Country marketing materials.

Caption.

INSPIRED BY NATURE

Color Palette

Our brand’s expanded color palette is inspired by the richness of Western Montana’s natural landscape in all four seasons. The palette’s range allows us to represent and complement all aspects of the region’s natural wonders, cultural abundance and authentic experiences in a befitting and captivating manner.

© ANDY AUSTIN

© GLACIER COUNTRY

© NOAH COUSER

© KELLY JAVANMARDI

Night Sky Flathead Lake Blue

Color Palette

PRIMARY COLORS

Bluebird Day Middle Fork Teal

Kootenai Falls Green Greenough Green

Flathead Lake Blue

RGB 20 74 123

Dark Blue C

CMYK 91 63 11 30 Hex#144a7b

Middle Fork Teal RGB 85 144 131 Pantone 7723 C CMYK 69 27 51 5 Hex#559083

Paintbrush Red

Going-to-the-Sun

Gold

Bighorn Tan

Snow Ghost Gray

Bluebird Day RGB 83 172 224 Pantone 297 C CMYK 62 17 0 0 Hex#53ace0

Night Sky RGB 59 59 60 Pantone Black 7 C CMYK 0 0 0 92 Hex#3b3b3c

SECONDARY COLORS

Greenough Green

RGB 55 76 58 Pantone 350 C

CMYK 73 48 74 45

Hex#374c3a

Going-to-the-Sun Orange

RGB 185 91 45 Pantone 717 C

CMYK 21 74 95 9

Hex#b95b2d

RGB 115 133 84 Pantone 7491 C

CMYK 57 33 78 12

Hex#738554

RGB 226 179 68 Pantone 143 C

CMYK 12 29 86 0

Hex#e2b344

Snow Ghost Gray

RGB 226 227 228 Pantone Cool Gray 1 C

CMYK 10 7 7 0

Hex#e2e3e4

RGB 157 39 39

CMYK 25 96 92 22

Pantone 7622 C

Hex#9d2727

Bighorn Tan

RGB 218 211 199

CMYK 14 13 20 0

Pantone 7527 C

Hex#dad3c7

Kootenai Falls Green

Tamarack Gold

Indian Paintbrush Red

Subhead, Helvetica Condensed, 15 pt., All Caps, Black

Headline, Helvetica Medium, 42 pt., Title Case, Color

Body Copy, Helvetica Regular, 9.5 pt., Sentence Case, Black

Typography

GEAR UP FOR THE GREAT OUTDOORS.

Get Outside and Play

It’s time to venture outside. From golfing, hiking and biking Montana’s exquisite landscape to fly-fishing our famous waters, there’s an outdoor playground here for every type of adventure seeker. Gear up and get out—or go with a guide. The mountains are calling, and you must go.

HELVETICA CONDENSED SUBHEAD