BRAND IDENTITY - Lacombe Regional Brand Intro 02 Logo Guide 03 Brand Colours 05 Brand Tagline 10...

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Transcript of BRAND IDENTITY - Lacombe Regional Brand Intro 02 Logo Guide 03 Brand Colours 05 Brand Tagline 10...

  • BRAND IDENTITY LACOMBE REGIONAL TOURISM

    Lacombe Regional Tourism expresses cultural exploration in a welcoming, warm and fun environment. Most people come to the region for natural experiences that they do not associate with the Lacombe Region. The Lacombe Regional Tourism brand will encourage people to discover the direction that will lead to new and potentially unknown experiences and new memories, with these emotional connections of immersive experiences tied to the Lacombe tourism region.

    The use of a compass evokes the idea of exploration. The serif font suggests historical character, and is reflective of the local historic, natural and agricultural charm.

    Messaging and communications will entice cultural explorers to the region to experience the natural, historic and cultural opportunities. The new Lacombe Regional Tourism brand is designed to create a sense of awareness of the region while building an emotional connection to it’s experiences and a preference to return to learn and do more.

    Brand Intro 02

    Logo Guide 03

    Brand Colours 05

    Brand Tagline 10

    Brand Font 12

    Brand Photography 13

    Brand Elements 14

    FIND YOUR WAY TO NEW MEMORIES... Your interests can take you in any direction. You’ll be surprised how many lead you here.

    CONTENTS

    BRAND GUIDELINES 2014 LACOMBE REGIONAL TOURISM

  • LOGO SPACING A minimum buffer zone should be maintained around the logo equal to the height of the “L” in Lacombe.

    LOGO ALTERNATE An alternate version of the logo can be used, depending on format needs and logo size, for purposes of legibility and flexibility. This logo version will follow all of the same rules as the primary version.

    LOGO GUIDE

    LOGO USE

    LOGO SIZE

    The elements of the logo must maintain their proportions and should not be separated, with the exception of the logo horizontal alternate. The wording used in the logo is in all caps.

    Use discretion when decreasing the size of the logo and when being used in relation to other design elements.

    The minimum width of the logo is roughly the size of a loonie, however for smaller design requirements use of the alternate horizontal logo is recommended. For advice on logo size and usage contact Strong Coffee Marketing.

    BRAND GUIDELINES 2014 LACOMBE REGIONAL TOURISMLACOMBE REGIONAL TOURISM BRAND GUIDELINES 2014

  • The chosen colors take their cue from the Lacombe County and City of Lacombe logos. Black and white logo versions are available depending on printing and background colours. Wherever possible, the colour version should be used on a white background.

    Headings: most multi-word headings should use the blue colour option. Optionally, some design items will use a combination of grey as the first word, and a secondary colour for the second word. The orange and green colour options should not be used as headings on their own.

    Website and design highlight colours, such as hyperlinks and background boxes, will use the orange or blue colour options.

    COLOURS C = 97 M = 27 Y = 26 K = 8

    R = 3 B = 87 G = 132

    # = 035784

    C = 0 M = 73 Y = 86 K = 0

    R = 245 B = 105 G = 54

    # = F56936

    C = 43 M = 35 Y = 35 K = 1

    R = 153 B = 153 G = 153

    # = 999999

    C = 47 M = 0 Y = 95 K = 0

    R = 146 B = 202 G = 69

    # = 92CA45

    BRAND GUIDELINES 2014 LACOMBE REGIONAL TOURISMLACOMBE REGIONAL TOURISM BRAND GUIDELINES 2014

  • Find your way to rich history & new favourite memories

    Find your way to natural wonders & new favourite memories

    Find your way to local food experiences & new favourite memories

    The tagline reinforces the message that the Lacombe Tourism Region allows for cultural exploration. Whether through historic experiences or local food, a person can find more then they expected when enticed to explore. The tagline can be used as needed within marketing and communications pieces to reflect the brand message and feel.

    It is recommended that the tagline use the font Myriad Pro and be written using sentence case with no period at the end.

    By default the tagline will read: Find your way to rich history & new favourite memories

    The tagline will support variations based on use and targeting, using the following “head” portion:

    Find your way to *

    and will be followed with text related to the targeted experience. Examples are included to the right.

    TAGLINE RECOMMENDATIONS The tagline should not to be applied within the logo buffer zone or used as a sentence with the logo. It is recommended that the tagline be used as the header within content or within imagery backed by a coloured box.

    TAGLINES

    BRAND GUIDELINES 2014 LACOMBE REGIONAL TOURISMLACOMBE REGIONAL TOURISM BRAND GUIDELINES 2014

  • LACOMBE REGIONAL TOURISM

    * LogoTrajan Pro Bold uses include:

    LACOMBE REGIONAL TOURISM

    * HeadlinesTrajan Pro Regular uses include:

    Lacombe Regional Tourism

    * Tagline * Body copyMyriad Pro uses

    include:

    LOGO The official typeface is Trajan Pro Bold. By default this is in all upper case.

    HEADINGS Headings will make use of Trajan Pro Regular.

    TAGLINES & BODY COPY The font pairs well with any number of sans serif options. The suggest font is Myriad or Futura. Arial is an acceptable alternate for web use.

    TYPEFACE

    BRAND GUIDELINES 2014 LACOMBE REGIONAL TOURISMLACOMBE REGIONAL TOURISM BRAND GUIDELINES 2014

  • IMAGE RECOMMENDATIONS Images will play an important role in creating awareness and connection to the brand emotionally. Brand photos should capture the colourful environment with good lighting, bright colours and highlights matching brand colours when possible. Speaking to the target markets and placing the viewer in the image, these photos should include people.

    Short depth of field can be used to assist in this feeling. These images should be captured moments rather than static or posed shots and preference is placed in images with people actively participating in activities where expressions are “in the moment” and not posed when possible.

    PHOTOGRAPHY USE GUIDE

    BRAND GUIDELINES 2014 LACOMBE REGIONAL TOURISMLACOMBE REGIONAL TOURISM BRAND GUIDELINES 2014

  • Visitors will enjoy the attractions, culture and events that make the Lacombe region unique while

    being encouraged to find their way to new experiences and memories close to home.

    “I think Lacombe is a place that people stumble upon and then wonder why they had never visited before. Kind of like Alice falling into Wonderland.” - Jennifer Kirchner

    BRAND PERSONALITY

    REGIONAL CHARACTER

    The Lacombe tourism region is a classic but fun take on natural and cultural experiences. With an appeal to young and old, it is the (often unexpected) wise and enthousiastic voice, that will passionately point you in the right direction of memorable experiences.

    Natural beauty Historically interesting Traditional charm

    BRAND PROMISE

    BRAND ELEMENTS

    BRAND MAP The following outlines strategic direction for the LRT communications strategy including all messaging and visual brand elements.

    The goals of the brand strategy are to:

    • Grow the equity of the Lacombe brand; • Grow market share (expenditure and visitation) • Encourage visitors to stay longer, repeat visitation and travel more widely within the region • Encourage regional industry evolvement, participation and education

    Personal touch - Offering visitors experiences that are personal and unique to the Lacombe region.

    Welcoming - Offering visitors a warm connection to our community through local charm.

    Room to explore - Offering visitors less crowded experiences.

    Close to home - Offering visitors convenient experiences close to home.

    More to discover - Offering visitors more experiences than they thought existed.

    BRAND VALUES

    Vision for industry

    Through the development of partnerships and educational opportunities, Lacombe Regional

    Tourism will grow involvement of local industry and community. Lacombe Regional Tourism will

    encourage the region to share in the passion of promoting the experiences, showcase the benefits

    of working together with a common vision, and celebrate the successes of the region.

    Vision for tourism

    Encourage people to find the natural beauties of the region, develop an opportunity to connect to

    local cultural product, and bring awareness to the region.

    BRAND VISION

    Active Accessible Genuine

    BRAND GUIDELINES 2014 LACOMBE REGIONAL TOURISMLACOMBE REGIONAL TOURISM BRAND GUIDELINES 2014

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