Oregon Coast Style Guide

The PeoPle’s CoasT

Brand handBook

Welcome to the People’s Coast.

sTaTuTe 390.610“ . . . It is the public policy of the state of oregon to forever preserve and maintain . . . the ocean shore . . . so that the public may have the free and uninterrupted use thereof.”

TaBle of ConTenTsInTroduCTIon 4sIngle-Page PrInT, layouT examPle and Co-oP 7–10

headlIne drIven half Page PrInT and layouT guIdelInes 13small sPaCe PrInT and layouT guIdelInes 14ad layouT guIde 15

offICIally yourshalf Page PrInT and layouT guIdelInes 18small sPaCe PrInT and layouT guIdelInes 19dIgITal sTaTIC, moBIle and anImaTed Banners 20–21 dIgITal Co-oP oPPorTunITIes 22ad layouT guIde 23

loCal BusInesshalf Page PrInT and layouT guIdelInes 26small sPaCe PrInT and layouT guIdelInes 27dIgITal sTaTIC Banners 28dIgITal Co-oP oPPorTunITIes 29ad layouT guIde 30

PhoTograPhyaPProved seleCTs 33referenCe PhoTos 34PhoTo TreaTmenT hoW-To 35

Tool kITmIle marker 37voICe 38headlInes 39TyPograPhy 40Color 41logo 42–44IdenTITy 45e-maIl sIgnaTure 46

07/31/13

4

dear reader,After a great deal of listening, conferring, soul searching, vacationing and eating of clam chowder, we had a revelation.

There are a lot of special, spectacular and rare things to be found on the Oregon Coast, and there is just one thing that

unites them all: Oregon statute 390.610, which declares the entire coastline free and open to the public. It means that

this isn’t just any coast—it is the People’s Coast.

Everything we love about the Coast can be traced back to that simple fact, from the opportunity to stand (just about

wherever you want) in awe of nature’s raw power to the childlike sense of adventure and the spiritual revival that can

only come from being free to explore the Coast on your own terms.

It belongs to all of us, but if we don’t talk about it in a strong and consistent voice, our message will get lost. The goal

of this guide is to help the many different voices of the Coast speak as one, in order to make a stronger impact where it

counts—with the audience we hope to intrigue in order to invite and eventually introduce them to the wonders of the

People’s Coast. We encourage you to use these brand guidelines in all marketing communications. Along with these guidelines you

will find the following elements to produce headline-driven, “Officially Yours” and local-business advertising: example

layouts for print and digital; select images for south, central and north coast regions; headline options; type and color

specifications; logo guidelines; identity templates and an e-mail signature.

If you need assistance or have any questions, please contact:

Marcus Hinz

[email protected]

541.264.0543

Holly Macfee

[email protected]

971.717.6176

Thank you.

5

ansWerIng a feW frequenTly asked quesTIons

Why should we embrace this work and not just create our own?Because being consistent with who you are is fundamental to effective advertising. For example,

when you meet someone, it takes a few encounters to remember their name and maybe a few more

to decide whether or not you like them. If you’re not consistent with your voice, then the people

you’re working so hard to reach won’t connect with your message.

But if we all look the same, how will my area be differentiated?This work is designed to deliver a one-two punch:

BIg PICTure: The Oregon Coast is completely reserved for leisure and enjoyment.

musT dos: Within that vast landscape is a range of unique destinations and experiences.

When everyone adopts the voice of the People’s Coast, we have a greater chance of making potential

visitors feel like the Coast is a better choice than the many other options available to them. But

within the same creative execution is the ability to showcase your unique destination or experience.

The more towns/attractions that create ads within the voice of the People’s Coast, the more powerful

this campaign becomes. Essentially, it will serve as a collection of inspiration for great coastal trips

that get curious visitors checking things out across more of the region (north, central and south).

What’s in this for us?Greater visibility. Sure, if you go off and make your own ads you’ll be able to talk entirely about your

point of difference. But here’s the reality: when you ask visitors what they’re doing this weekend, they

say, “I’m going to the Coast.” That’s a pretty special behavior to capitalize on. It means there’s a huge

potential for visitors to move up and down the Coast and explore. Participating in this campaign

increases your odds of attracting visitors who may be staying in other locations along the Coast. In other

words, it’s designed to help spread the wealth.

6

The PoWer of The mIle marker

Each ad in this style guide provides inspiration for a specific experience along the People’s Coast. The magic

starts with photos of great destinations and copy that includes correlating mile markers. These mile markers

not only give folks a point of reference but serve to drive intrigue for all 363 miles of the Oregon Coast.

So while most advertising simply directs people to go online for more information, this campaign literally

enhances the People’s Coast website (pictured left). The result: every time someone sees an ad for the

People’s Coast, they have another great starting point for planning an amazing getaway.

Mile 42.8, Neahkahnie Beach

7

sIngle-Page PrInTCreated to launch the People’s Coast as a regional brand identity, these full-page ads put a

stake in the ground, almost literally. They tell you where the idea of the People’s Coast came from

(Oregon law) and what’s so great about it (freedom). They invite and inspire a wide-ranging,

generalized exploration of the public wonders of the Oregon Coast, rather than promote a specific

region, business or landmark. They also introduce the idea of tagging specific sites along the

journey with a flag and mile marker.

8

IT’s a laW In oregon ThaT The enTIre CoasT Is free and oPen To everyBody. exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com

Mile 39, Oswald West State Park

ORE

GO

N. W

E LO

VE

DRE

AM

ERS. ®

WE THE PEOPLElay ClaIm To The World’s fInesT WeenIe-roasTIng TerrITory.

sIngle-Page PrInT

BY OFFICIAL DECREE:

unlImITed feTChIng.

ORE

GO

N. W

E LO

VE

DRE

AM

ERS.

®


Mile 42.8, Neahkahnie Beach

Template available. Contact Marcus Hinz.

9

sIngle-Page PrInT

Hear Ye! Hear Ye!

runnIng around WIlly-nIlly

Is offICIally endorsed.


Mile 222.6, Oregon Dunes National Recreation Area

ORE

GO

N. W

E LO

VE

DRE

AM

ERS. ®


11 miles SW of Coos Bay, Lighthouse Beach

Friends! BrOthers! cOuntrymen!

IT’s shreddIn’

TIme.

ORE

GO

N. W

E LO

VE

DRE

AM

ERS. ®

10

for ComPleTe evenT lIsTIngs and Where To sTay, eaT and Play, go To vIsITTheoregonCoasT.Com

Mile 65, Tillamook Cheese visitors Center

Experience an Oregon tradition! Come see our cheesemakers at work. Take a self-guided tour; sample our award-winning cheeses; and shop for cheese, unique gifts and gourmet foods. Stay for a meal at our café and indulge in delicious Tillamook Ice Cream in a freshly baked waffl e cone. www.tillamook.com/cheesefactory

Mile 141, Oregon Coast Aquarium

The Oregon Coast Aquarium is located in Newport, Oregon. The largest exhibit, Passages of the Deep, allows visitors to walk through acrylic tunnels, surrounded by deep-water marine animals such as sharks, rays and rockfi sh. visitors also enjoy playful sea otters, seals and sea lions and the Northwest’s largest seabird aviary. www.aquarium.org

Mile 190, Florence

Home to history, mystery, fog and romance. Impeccable bed & breakfasts…fantastic antiquing…skipping rocks…delicious wine…spectacular golfi ng…fresh crab…long walks hand in hand…dense forests…historic architecture…rich coffee…fresh air…peaceful rivers…lively creeks…powerful ocean…you and someone special. www.fl orencechamber.com

Mile 180, Sea Lion Caves

Sea Lion Caves—truly one of the most remarkable natural experiences that you are likely to ever have, anywhere—is noted by Guinness World Records as “The World’s Largest Sea Cave.” Enjoy the gigantic cavern and the wildlife that inhabits it. Sea Lion Caves, “…it’s nothing short of wild…!” www.sealioncaves.com

EXPLORE THE PEOPLE’S COAST

ORE

GO

N. W

E LO

VE

DRE

AM

ERS. ®

sIngle-Page PrInT: Co-oP

sIngle-Page Co-oPThe single-page co-op is an attractive framework for multiple businesses or interest groups

to take advantage of full-page ad space in an organized, brand-consistent way.

headline driven

12

headlIne drIven For use if you’re a bicycle club putting on a race or an art gallery or a kiteboarding

business and you’d like to make an emotional, insightful connection with your core audience.

The headline/photo will get their attention, and then you can follow through with the mile

marker and the name of your business or event for more information.

13

headlIne drIven PrInT: half Page

Go home with sand in your shoes and art in

your trunk.

CenTral

Mile 140, Nye Beach

exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com

PLAYING WITH YOUR FOOD IS ENCOURAGED.

CenTral

Mile 128, Dockside Charters, Depoe Bay

exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.ComCenTral

Mile 164.4, Yachats


fungITarIans WelCome.

souTh

Mile 328, Gold Beach


head-ClearIng hIkes.mInd-BloWIng vIeWs.


14

headlIne-drIven PrInT: small sPaCe

Life is short. eat Crab.

Mile 156, WaldportexPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com

CenTral

1.4 miles NW of Pacific City

exPlore all 363 exTraordInary mIles.vIsITTheoregonCoasT.Com

million-dollar views for

exactly zero dollars.

norTh

Note: Headline-driven small-space print ads should

not be smaller than the sizes shown here.

INVITE A FRIEND OR TWO FOR DINNER.

Mile 156, Port of Alsea, Walport

exPlore all 363 exTraordInary mIles.vIsITTheoregonCoasT.Com CenTral

CHILDHOOD DREAMS FULFILLED DAILY.

Mile 150, Seal RockexPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com

CenTral

CYCLING HERE IS NOT FOR EVERYONE.

SOME PEOPLE LIKE IT BORING.

Mile 164.4, Yachats

exPlore all 363 exTraordInary mIles.vIsITTheoregonCoasT.Com CenTral

FOR SOME PEOPLE

SUMMER IS THE “BORING” TIME

OF YEAR.

11 miles SW of Coos Bay

exPlore all 363 exTraordInary mIles.

vIsITTheoregonCoasT.Com souTh




15

CenTral

Mile 164.4, Yachats


fungITarIans WelCome.

1.4 miles NW of Pacific City


million-dollar views for

exactly zero dollars.

norTh

half-Page headlIne-drIven verTICal small-sPaCe headlIne-drIven

Headline in Trade Gothic, all caps, always horizontally centered. Start with the headline vertically centered; but move it if disturbs the focus of the image or is illegible (see example below).

The rope of the seal overlaps the top edge of the paper background. Seal size takes up 15%–20% of the composition.

Vertical space allocated to top banner (paper background), main image and bottom banner (paper background).

Region designation.14%

86%


Majority of the space allocated to the main photo and headline.

Headline in Trade Gothic, all caps, always horizontally centered. Start with the headline vertically centered; but move it if disturbs the focus of the image or is illegible (see example below).

Region designation.

15%

85%

headlIne-drIven PrInT: ad layouT guIde

childhood dreams fulfilled daily.


CenTral

childhood dreams fulfilled daily.


CenTral

If vertically centered headline disturbs the focus of the photo find an area above or below it sits legibibly. In this case the sky is more legible, so it is centered between the horizon and top of the ad.

OFFICIALLY YOURS

17

offICIally yours Officially Yours is the tagline for the People’s Coast. It’s not mandatory, but it’s useful in certain

situations. When used in combination with a dramatic view or unexpected gem, it can remind our

audience of everything the People’s Coast stands for: uninterrupted access to amazing stuff. The

Officially Yours headline can help generate interest in your area and remind people of all the wonders

that are theirs to enjoy, by official decree.

18

offICIally yours PrInT: half Page

mIle 328, gold BeaCh

OFFICIALLY YOURS

It’s a law in Oregon that the entire coast is free and open to everybody.

exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.ComsouTh

mIle 222.6, oregon dunes naTIonal reCreaTIon area

OFFICIALLY YOURS


exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.ComsouTh

norTh

mIle 28, eCola sTaTe Park

OFFICIALLY YOURS



souTh

mIle 222.6, oregon dunes naTIonal reCreaTIon area

OFFICIALLY YOURS




19

offICIally yours PrInT: small sPaCe

souTh

OFFICIALLY YOURS

Mile 222.6, Oregon Dunes National Recreation AreaexPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com

norTh


vIsITTheoregonCoasT.Com


OFFICIALLY YOURSOFFICIALLY YOURS

norTh



mIle 39, osWald WesT sTaTe ParkmIle 42.8, neahkahnIe BeaCh

OFFICIALLY YOURS

norTh



souTh



mIle 222.6, oregon dunes

OFFICIALLY YOURS

Template available. Contact Marcus Hinz.Template available. Contact Marcus Hinz.

Template available. Contact Marcus Hinz. Template available. Contact Marcus Hinz.



1.4 mIles nW of PaCIfIC CITy

norTh

OFFICIALLY YOURS

Mile 140, Nye BeachexPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com CenTral

OFFICIALLY YOURSmIle 140, nye BeaCh

officially yours

CenTral



20

offICIally yours dIgITal: sTaTIC and moBIle Banners

728 x 90 PIxels

300 x 250 PIxels moBIle 300 x 50

moBIle 320 x 50

160 x 600 PIxels

Templates available. Contact Marcus Hinz.

21

728 x 90 PIxels

300 x 250 PIxels

160 x 600 PIxels

The starting frame shows the background and the mile marker

with newspaper under it. In the next step, OFFICIALLY YOURS slides

in from the right on vertical banners and the top on horizontal

banners. For the final step, the lower portion of newspaper slides

in, followed by text and the Coast Crest fading in.

offICIally yours dIgITal: anImaTed Banners


22

offICIally yours dIgITal Co-oP oPPorTunITIesCo-op opportunities in the digital space are achieved via media

placement, not the actual creative. Rather than force multiple

locations into a single creative execution, work with neighboring

businesses or towns to place individual creative strategically to

achieve a co-op effect.

23



exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.ComnorTh

OFFICIALLY YOURS



1.4 mIles nW of PaCIfIC CITy

OFFICIALLY YOURS

norTh

half-Page offICIally yours ad verTICal small-sPaCe offICIally yours

Center the headline and scale to 75%–90% of the width of the space.

In a small space use subhead and URL only. Left-align and break into two lines.



Headline in Trade Gothic, all caps and can be two lines. Pick a location vertically near the center that maximizes contrast and does not obscure critical features of the photograph.

Mile and location in Trade Gothic Bold Condensed. Vertically and horizontally centered mile and business name copy; compensate space for the flag icon.

Region designation.

8%8%

14%

7%

79%

84%

Center the headline and scale to 75%–90% of the width of the space

Copy in mixed case; subhead and URL left aligned in bold, all caps.



Headline in Trade Gothic, all caps, on one line. Pick a location vertically near the center that maximizes contrast and does not obscure critical features of the photograph.

Mile and location in Trade Gothic Bold Condensed. Vertically and horizontally centered mile and business name copy; compensate space for the flag icon.

Region designation.

15%15% 70%

18%

9%

73%

offICIally yours: ad layouT guIde

mIle 156, WaldPorT

CenTral



OFFICIALLY YOURS

mIle 156, WaldPorT

CenTral



OFFICIALLY YOURS If red headline becomes illegible due to background image, “cream” color may be used.

loCal BusIness

25

loCal BusIness When you want to promote your business, and you want to leverage the power of the People’s Coast

brand to make a bigger impact.

26

loCal BusIness PrInT: half Page

mIle 138.3, BIke neWPorT

Experience the Coast on two wheels. bikenewport.net


mIle 128, doCksIde CharTers

Catch your dinner from the depths of the Pacific. docksidedepoebay.com

exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.ComCenTral CenTral

mIle 150, seal roCk sTaBles

Beach rides daily May through October. sealrockstables.com


mIle 156, WaldPorT seafood markeT

Only the freshest daily catches.



27

loCal BusIness PrInT: small sPaCe

CenTral

neWPorT vIsual arTs CenTer MILE 141



CenTral

seal roCk sTaBlesMile 150, Seal Rock








vIsITTheoregonCoasT.Com norTh

Mile 128, Dockside Charters, Depoe BayexPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com

CenTral

28

loCal BusIness dIgITal: sTaTIC Banners

728 x 90 PIxels

300 x 250 PIxels

160 x 600 PIxels


29

loCal BusIness dIgITal Co-oP oPPorTunITIesCo-op opportunities in the digital space are achieved via media

placement, not the actual creative. Rather than force multiple

locations into a single creative execution, work with neighboring

businesses or towns to place individual creative pieces

strategically to achieve a co-op effect.

30



seal roCk sTaBles Mile 150

CenTral


Beach rides daily May through October. sealrockstables.com


Copy in mixed case; subhead and URL left aligned in bold, all caps.



Mile and business name in Trade Gothic Bold Condensed. Vertically and horizontally centered mile and business name copy; compensate space for the flag icon.

Region designation.

18%

9%

73%

verTICal small-sPaCe BusInesshalf-Page BusIness

11%

In a small space use subhead and URL only. Left-align and break into two lines.



Business name in Trade Gothic Bold Condensed; mile in regular weight. Vertically and horizontally centered mile and business name copy; compensate space for the flag icon.

Region designation.

14%

75%

loCal BusIness: ad layouT guIde

PhoTograPhy

32

PhoTograPhy

suBjeCT

Photography for the People’s Coast brand should convey the extraordinary privacy and freedom that

are possible when you have access to 363 miles of public coastline. There should be a sense of

spontaneity in the action. We’re not looking for locations like Haystack Rock or lighthouses. We’re

more interested in the lesser-known vistas, secret beaches, trails, etc., with small numbers of people

(zero to a handful) enjoying them in their own quirky ways, with lots of space around them.

offICIally yours layouts work best with just scenery and no people or with scenery and a person

small in the frame and unaware of the camera. Our readers should be able to put themselves in the

situation and feel that the beautiful vista in front of them is “officially theirs.”

For local business and smaller-space layouts, a close-up of a single, graphic element works well,

e.g., a close-up of a Dungeness crab. Simpler is better.

sTyle

We’re recommending an artistic Polaroid/Holga photographic style for this campaign. The intense,

saturated colors and dreamy, personal quality of the Polaroid (or Holga) technique reinforce the ideas

of personal freedom, spontaneity and heightened senses. This style of photography has become very

popular with the invention of Instagram, the photography-sharing mobile application. Instagram is

essentially photography of the people. (Check out #thepeoplescoast on Instagram.)

33

aPProved seleCTs

Mile: 222.6 Location: Oregon Dunes National Recreation Area Region: South

Mile: 328 Location: Gold Beach Region: South

Mile: 11 miles SW of Coos BayLocation: Lighthouse Beach Region: South

Mile: 1.4 miles NW of Pacific CityLocation: Cape Kiwanda Region: North

Mile: 156 Location: Port of Alsea, Waldport Region: Central

Mile: 112.9 Location: Lincoln City Region: Central

Mile: 150 Location: Seal Rock Region: Central

Mile: 140 Location: Nye Beach Region: Central

Mile: 156 Location: WaldportRegion: Central


Mile: 42.8 Location: Neahkahnie Beach Region: North

Mile: 39 Location: Oswald West State ParkRegion: North

Mile: 28 Location: Ecola State Park Region: North

noTe: These Images have Been lICensed By Travel oregon for use By oregon CoasT BusInesses, ToWns and dmos. Please ConTaCT marCus hInz To requesT asseTs. usage on all Images Is Three years norTh amerICa for The folloWIng uses: Consumer and Trade PrInT, neWsPaPer, CollaTeral, BroChure, dIreCT maIl, IndusTrIal, Pr/evenTs, dIgITal and InTerneT. usage exPIres july 2016.

34

referenCe PhoTos

noTe: These are all unlICensed PhoTos ThaT have Been ColleCTed for The sole PurPose of ProvIdIng referenCe and InsPIraTIon for The suITaBle sTyle of PhoTograPhy as ouTlIned on Page 29. none of These Images should Be ConsIdered for dIreCT use. for InquIrIes and avaIlaBIlITy of addITIonal Images, Please ConTaCT holly maCfee.

Mile: 138.3 Location: Agate Beach, near NewportRegion: Central

Mile: 155.5 Location: Alsea Bay Region: Central

Mile: 141 Location: NewportRegion: Central

Mile: 141 Location: NewportRegion: Central

Mile: 222.6Location: Oregon Dunes National Recreation AreaRegion: South


Mile: 166.9 Location: Devil’s Churn, YachatsRegion: Central


Mile: 156 Location: WaldportRegion: Central

Mile: 150 Location: Seal Rock (beach at end of Quail St.)Region: Central

Mile: 166.9 Location: Devil’s Churn, YachatsRegion: Central

Mile: 138.3 Location: Agate Beach, near NewportRegion: Central

Mile: 164.4 Location: YachatsRegion: Central

Mile: 39 Location: Oswald West State ParkRegion: North


Mile: 164.4 Location: YachatsRegion: Central

Mile: 128 Location: Dockside Charters, Depoe BayRegion: Central

Mile: 39 Location: Oswald West State Park Region: North

35

Select a well-composed photo like the ones on pages 33 and 34. Then open “Oregon_Tourism_Effects.psd.”

TreaTmenT hoW-ToIf choosing to source photos outside of the licensed photos provided,

the asset kit includes a series of Photoshop layer sets to apply to give

your photos additional color and tone consistent with the overall look

and feel of this guide. Using the layer sets will require some basic

photo-retouching knowledge as well as trial and error.

Click on the “Coastal Layer Set” folder within the layer palette and drop onto your photo.

Save your photo in a format your publication prefers and place into your layout.

Click the radio box on the left side of each layer set (e.g. “Mayfair”) to try various effects that suit your photo. Some judgment will be necessary here; for example, the effect on this photo has become too bright on the fish and loses detail.

Turn effect off and try another.

OFF

CLICK EFFECT GROUP

CLICK GRAIN LAYER

ADJUST %

ADJUST %

STEP 1: SELECT PHOTO STEP 2: DRAG EFFECTS ONTO YOUR PHOTO

STEP 5: SAvE AND PLACE IN LAYOUT

STEP 3: TRY OUT vARIOUS EFFECTS

STEP 4: FINAL ADJUSTMENTS

ON

If the effect is too intense, consider lowering its opacity. Click on the effect layer group you wish to lower, then find this setting in the top right of the layer palette.

This also works if the grain is too strong for the photo.

Before After

This effect is too dark.

This effect makes the photo interesting and highlights the fish quite nicely.

PhoTo TreamenT

Mile 128, Business Name HereexPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com

CenTral

Tool kIT

37

deTermIne your marker

Mile markers should represent where on Highway 101 the photograph in your layout was taken so

visitors can discover it for themselves. The preferred method is to locate the closest mile marker on

Highway 101 nearest the point of interest, town or business the photo represents. Instances where

the location is coastal but slightly off Highway 101, use the distance and direction from the nearest

major town that is on the highway (e.g., 11 miles SW of Coos Bay).

your mIle marker

38

voICe of The PeoPle’s CoasT

“voice” refers to the attitude conveyed through headlines and copy in any piece of communication.

We’d love for it to feel like a real person talking to another real person. The person speaking is someone

you would like to spend time with. This person is passionate about the Coast, but not gushy. Confident,

but not pretentious. This person would always say “use” and not “utilize,” and would probably say

“spots you’ll love” rather than “points of interest.”

39

suBjeCT: horseBaCk rIdIng

· Add a covered wagon and boom! you’re a pioneer.

· Childhood dreams fulfilled daily.

suBjeCT: fIshIng/CraBBIng

· Dinner may just take all day.

· Life is short. Eat crab.

· Playing with your food is encouraged.

· Invite a friend or two for dinner.

suBjeCT: arTs/CrafTs

· Go home with sand in your shoes and art in your trunk.

· Beauty begets beauty begets beauty.

· If you get tired of this, you can always shop for some art.

suBjeCT: mushroom foragIng

· Fungitarians welcome.

· The Coast is free to everybody, but wild mushrooms cost extra.

Just kidding.

· Hike to eat. Eat to hike.

suBjeCT: sTorm WaTChIng

· Around here, you don’t need a Tv to see plenty of drama.

· Mind-blowing scenery. Hair-blowing weather.

· See weather that comes all the way from halfway around the world

just to impress you.

· For some people, summer is the “boring” time of year.

suBjeCT: sPIrITual sIde of naTure

· Come for the fresh air. Go home with a fresh outlook.

· Some people go to therapy. We just look out the window.

· A vacation should help put things into perspective.

· Whatever was bugging you on the drive out here will soon be forgotten.

samPle headlInes

40

TyPograPhy

The People’s Coast typographic style consists of two typefaces: Trade Gothic (Bold Condensed No. 20) and

Trade Gothic (Condensed No. 18). To ensure continuity, these fonts are to be used in all printed works.

If the typefaces are not available on your computer they will have to be purchased and licensed for

your specific use.

PrImary sans serIf

Trade Gothic is the primary sans serif and is used for headlines, headers

and large body copy. We recommend using Bold Condensed No. 20.

All caps is recommended for headlines and headers.

Trade goThIC (Bold Condensed no. 20) a b c d e f g h a B C d e f g h 1 2 3 4 5 Available here: http://www.myfonts.com/fonts/linotype/trade-gothic/bold-condensed-no-20-63882/buy.html

seCondary sans serIf

Trade Gothic is the secondary sans serif and is used for smaller subcopy

that needs to be thinner. We recommend using Condensed No. 18.

Upper- and lowercase letters are used, and the font is primarily used

to indicate locations and mile markers.

Trade Gothic (Condensed No. 18) a b c d e f g h A B C D E F G H 1 2 3 4 5Available here: http://www.myfonts.com/fonts/linotype/trade-gothic/condensed-no-18-63882/buy.html

suBsTITuTe fonT

If Trade Gothic Bold Condensed No. 20 is not available, use the

Bell Centennial font for e-mails, Web and PowerPoint.

Bell Centennial (Sub Caption) a b c d e f g h a B C d e f g h 1 2 3 4 5 Bell Centennial (Sub Caption) replaces Trade Gothic (Condensed No. 18).

Available here: http://www.myfonts.com/fonts/bitstream/bell-centennial/sub-caption

TyPograPhy

http://www.myfonts.com/fonts/linotype/trade-gothic/bold-condensed-no-20-63882/buy.html%20

http://www.myfonts.com/fonts/linotype/trade-gothic/condensed-no-18-63882/buy.html

http://www.myfonts.com/fonts/bitstream/bell-centennial/sub-caption

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Preferred headlIne and logo Color

c15 m100 y100 k0 pantone 1795 c r210 g35 b42

Body CoPy Color c0 m0 y0 k61 pantone 424U

r107 g109 b112

seCondary headlIne Color

c1 m3 y2 k0 r250 g244 b243

sTaTIonery logo Color

pantone 1797 U

sTaTIonery TyPe Color

pantone 424 U

Color

It is important that the People’s Coast maintains a consistent look and feel across the broad

platform of media and materials produced. Using the approved colors in all communications will

strengthen the brand while allowing each application to be distinct. The uncoated Pantone colors

are for the stationery only (bottom row).

PanTone Color

Color BuIlds

Color

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logoThe logo is a crisp, modern interpretation of a classic motif: an “official” yet whimsical new

emblem inspired by the road sign for Highway 101. The flags link to maritime imagery and the

Oregon Coast website. Lastly, the whale tail and rope imagery are iconic of the Coast.

regIons

The People’s Coast logo represents all 363 miles of the public coast. The mile marker identifies a

specific destination to explore. To orient people as to where the mile marker exists geographically

along the Coast, the designations North, South and Central are available to accompany the logo

in print executions. It is not mandatory but an option for print only. This is the only acceptable

subcopy. Do not use individual or multiple cities or towns. CenTralsouTh norTh

logo

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sIze requIremenTs

To maintain readability, proper logo size is important. The logo should never be printed smaller than

.75" For larger materials, such as signage and billboards, use your best judgment for the size of

the logo, leaving adequate clear space around the mark. For Web only the logo can be sized down as

shown in the examples in the digital section.

Preferred use of logo

The preferred color for the People’s Coast logo is red and knocked out to the background color. For

example, if the logo appeared on a white background and was in color, the logo would be red and

white. In the print ads and web banners, the logo would be red and knocked out to the background

color (regardless of whether it bleeds over some other part of the ad).

Recommended maximum print size 1.8" Recommended print size 1.3"

Recommended mimimum print size .75"

For color usage

For black and white usage only

logo

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Do not stretch the logo horizontally. Do not fill the logo with colors outside the recommended logo colors.

Do not change the region (South, North or Central) to multiple city names.

Do not change the region (South, North or Central) to a single city name.

Do not stretch the logo vertically.

Do not knock out to colors other than white or the paper background color.

Do not use on colors that lack sufficient contrast.

Do not use a drop shadow.

yaChaTs, seal roCk, WaldPorT

seal roCk

logo don’Ts

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jane doeexecutive director

oregon CoasT vIsITors assoCIaTIon 137 ne first street / po box 74 newport, oregon 97365p 541 574 2679 888 628 2101 f 541 265 2188

[email protected]

…It is the public policy of the State of Oregon to forever preserve and maintain…the ocean shore…so that the public may have the free and uninterrupted use thereof.”

“ oregon sTaTuTe 390.610

visittheoregoncoast.com

IdenTITyleTTerhead, #10 enveloPe, douBle-sIded BusIness Card

oregon CoasT vIsITors assoCIaTIon 137 ne first street / po box 74 newport, oregon 97365

oregon CoasT vIsITors assoCIaTIon

137 ne first street / po box 74 newport, oregon 97365 p 541 574 2679 888 628 2101 f 541 265 2188

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e-maIl sIgnaTure

E-mail signatures should be formatted as follows: The colors used in the e-mail signature are dark gray and red. Recommended typeface is Trade Gothic.

If Trade Gothic is not available, use Bell Centennial.

jane doeexecutive director

oregon CoasT vIsITors assoCIaTIon137 ne first street / po box 74newport, oregon 97365p 541 574 2679 888 628 2101f 541 265 2188

[email protected]

Jane doeexecutive director

oRegon CoaST VISIToRS aSSoCIaTIon137 ne first street / po box 74newport, oregon 97365p 541 574 2679 888 628 2101f 541 265 2188

[email protected]

The PeoPle’s CoasT

The people’s coasT

Oregon Coast Style Guide

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Transcript of Oregon Coast Style Guide