TRAVEL OREGON WINTER 2016 STYLE...

TRAVEL OREGON WINTER 2016 ST YLE GUIDE

OCTOBER 2016

TRAVEL OREGON WINTER 2016 STYLE GUIDE2

PART OF WHAT MAKES OREGON SO SPECIAL

IS THAT IT IS STILL LARGELY UNDISCOVERED.

BUT OVER THE PAST FEW YEARS OUR LITTLE

STATE HAS BEEN GETTING MORE ATTENTION,

AND WE AREN’T USED TO THAT.

WE WANT TO SHARE OREGON’S MAGIC WITH

THE REST OF THE WORLD, BUT WE WANT TO DO

SO IN A WAY THAT WON’T COMPROMISE

HOW GREAT IT IS TO LIVE HERE.


WINTERCATION


IN THE WINTER MONTHS, OREGON WEATHER

DOESN’T PAY MUCH ATTENTION TO YOUR TRAVEL

PLANS. IT’S PRETTY EASY TO SEE THE RAIN,

DARKNESS AND SNOW AS REASONS TO STAY

HOME. BUT YOU CAN STAY HOME ANYWHERE. IF

YOU WANT TO SEE WHAT OREGON REALLY HAS TO

OFFER, YOU’RE GOING TO HAVE TO GO OUTSIDE.

AFTER ALL, YOU CAN’T EXPERIENCE SNOW-TOPPED

VOLCANOES, SILENT BACKCOUNTRY OR THE WINTER

SKIES OF THE OREGON COAST FROM YOUR COUCH.


BRAND ELEMENTS


DESIGN BREAKDOWN TYPE: IT IS BOLD AND CONFIDENT IN ALL CAPS. BY COVERING THE

PHOTO, IN EFFECT IT SAYS “ YES, THIS PLACE IS BEAUTIFUL,

BUT DON’T GET CARRIED AWAYWE WANT TO TELL YOU

HOW WE FEEL ABOUT IT BEFORE YOU FALL IN LOVE WITH

ITS BEAUTY.”

COLORS: BRIGHT, OPTIMISTIC COLORS MAKE CLEAR THAT WE’RE

NOT TAKING OURSELVES TOO SERIOUSLY.

LAYOUT: THE LARGE WHITE BORDERS AND THE TEXT COVERING THE

IMAGERY SHOW THAT WE HAVE SO MUCH CONFIDENCE

IN THE BEAUTY OF OUR STATE THAT WE DON’T HAVE TO

SHOW IT OFF WITH A BIG FULLBLEED PHOTO. AS TOM

MCCALL SAID, “OREGON IS DEMURE AND LOVELY, AND

IT OUGHT TO PLAY A LITTLE HARD TO GET.” IN ADDITION,

THE LAYOUT ISN’T TOO FANCY. BASIC ELEMENTS, CEN

TERED ON THE PAGE. NO TRANSPARENCY, NO SPECIAL

EFFECTS. IT IS VERY MATTER OF FACT. WE DON’T NEED

EXTRA GIMMICKS TO SELL OUR GREAT STATE.

PHOTOGRAPHY:

UNDERNEATH IT ALL, OREGON IS ABSOLUTELY EPIC AND

BEAUTIFUL, AND THE PHOTOGRAPHY REFLECTS THAT. THIS

CAMPAIGN HAS A PERSONAL TONE OF VOICE, COM

ING FROM OREGONIANS, SO WHERE POSSIBLE THERE

ARE PEOPLE IN THE PHOTOGRAPHY. BECAUSE WE’RE

NOT MAKING THE USUAL TOURISM ADVERTISING, WE’LL

AVOID CLICHÉD POSES IN FAVOR OF CAUGHT MOMENTS

AND SURPRISING ACTIONS.


COPY TONE AND VOICETHE TONE OF OUR CAMPAIGN IS HUMBLE, NONCHALANT AND HUMOROUS. BECAUSE OREGONIANS DON’T NEED TO BRAG. EVERY ELEMENT OF THE CAMPAIGN REINFORCES THIS TONE, ESPECIALLY OUR COPY.

WE CAN EVOKE THAT TONE WITH A FEW SIMPLE RULES:

BE CONFIDENT BUT NOT COCKY.

BE SELF-DEPRECATING BUT NOT NEGATIVE.

BE FUNNY.

TALKING ABOUT OREGON IN THIS WAY CREATES A CONVERSATIONAL CHARISMA THAT MAKES OREGON COOL AND INVITING—ESPECIALLY WHEN WE PAIR THIS TONE WITH BEAUTIFUL, EPIC IMAGES OF OUR STATE.

EXAMPLES OF LINES THAT DON’T WORK:“OREGON IS DUMB. COME HERE IF YOU WANT.” —TOO NEGATIVE; NEEDS TO BE OPTIMISTIC.

“SOON OREGON’S BEAUTY WILL BE GONE, SO GET HERE FAST.” —TOO REAL; NEEDS TO BE SELF-DEPRECATING, BUT CONFIDENT.


APPROVED HEADLINES

“NOWHERE IS A PLACE AND YOU CAN GO THERE.”

“IT’S FINE IF IT RAINS. THE OCEAN IS ALREADY WET.”

“IT’S NOT A VACATION UNTIL YOU CROSS THE STATE LINE.”

“COME SEE WHY YOU MOVED NEXT DOOR TO OREGON.”

“OUR WINTERS ARE 1 DEGREE WARMER THAN YOURS.”

“GO SOUTH FOR THE WINTER BUT NOT TOO FAR SOUTH.”

“DON’T WORRY. YOUR VR HEADSET WILL WORK HERE.”


TRAVEL OREGON:

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

HEADLINE TYPETRAVEL OREGON HAS ITS OWN CUSTOM TYPEFACE. IT SHOULD BE USED FOR ALL DISPLAY AND HEADLINE TYPE ON ALL ASSETS. IT SHOULD ALWAYS APPEAR IN ONE OF THE PRIMARY COLORS. IT CAN ALSO BE USED ON TOP OF ONE OF THOSE COLORS, IN WHITE. IT SHOULD NOT BE USED AS BODY COPY IN ANY SCENARIO AND SHOULD ALWAYS APPEAR IN CAPS.

IT’S JUST OREGON. NO BIG DEAL.

IT’S JUST OREGON. NO BIG DEAL.


MOUNTAIN BIKING

Tacky single-track, big drops and flowy cross-country trails are all on the menu for Oregon’s mountain bikers. Bend’s Deschutes River Trail and Phil’s Trail offer rolling, nontechnical riding for all ability levels. The epic McKenzie River Trail is one for the bucket list, and Blackrock’s mountain bike trails are a downhiller’s dream.

ROAD CYCLING

Oregon is home to the first official state Scenic Bikeways in the country. These routes (12 and counting) offer the ultimate tours through the most scenic natural beauty the state has to offer. Ride the first route — Willamette Valley Scenic Bikeway — through farms, vineyards and charming small towns. Sisters to Smith Rock Scenic Bikeway leads from the piney forests to the high-desert beauty of one of Oregon’s Seven Wonders. And the newest bikeway, the Cascading Rivers Scenic Bikeway, begins about 30 miles southeast of Portland.

Oregon is a land of bicycling bliss. Whether you’re looking for mountain biking single-track, quiet curvy pavement for road biking or remote gravel grinds, we’ve got plenty of options for two-wheeled wonder. RideOregonRide.com is the best place to plan your bicycling adventure, with ride descriptions, maps and inspiration, as well as an ever-growing list of new rides.

Cycling

GRAVEL RIDING

If you’re looking to climb rough and rugged forest service roads and back highways, check out Oregon’s growing gravel-riding scene. Near Yachats, scale the windy and forested roads in the Coast Range that make up the Oregon Coast Gravel Epic. Ride around Steens Mountain for stunning views of the Alvord Desert and remote beauty of southeast Oregon. The Old Dalles Road takes you high above the basalt outcroppings of the Columbia River Gorge.

TravelOregon.com left

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TRAVEL OREGON USAGE: HEADLINES


ARCHER BOLD USAGE: SUBHEADLINES, SMALL BLOCKS OF COPY


a b c d e f g h i j k l m n o p q r s t u v w x y z

FUTURA MEDIUM USAGE: BODY COPY


a b c d e f g h i j k l m n o p q r s t u v w x y z

ADDITIONAL TYPE AND GUIDELINESARCHER IS A NICE CARRYOVER FROM THE PREVIOUS TRAVEL OREGON LOOK AND FEEL. FUTURA IS A PERFECT SANS SERIF COUNTERPART FOR CLEAN, EASY-TO-READ BODY COPY. FUTURA BOLD IS ALSO USED IN THE NEW LOGO MARK. THESE BOTH PAIR SUCCESSFULLY WITH THE CUSTOM TRAVEL OREGON HEADLINE TYPE. FUTURA AND ARCHER SHOULD ALWAYS APPEAR IN GRAY. THERE ARE TWO DESIGNATED GRAYS: 85% FOR PRINT, 65% FOR DIGITAL. ALL BODY COPY SHOULD BE SET AT 9 PT WITH 14 PT LEADING, KERNED AT 0 PT.


PRIMARY COLOR PALETTETHESE COLORS WERE CHOSEN TO EXEMPLIFY THE SENSE OF HUMOR IN THIS CAMPAIGN. THEY ARE BRIGHT, HAPPY AND MODERN. MOST CREATIVE EXECUTIONS WILL USE TWO COLORS. USING THE DESIGNATED COLORS, MAKE SELECTIONS BASED ON LEGIBILITY AND AESTHETICS. FOR EXAMPLE, IN PRINT, CAREFULLY CHOOSE THE PAIRING THAT LOOKS BEST WITH THE COLOR IN THE PHOTOGRAPHY. AVOID PAIRING PINK AND YELLOW; THIS BECOMES OVERLY FEMININE.

BLUE

C 70M 24Y 29K 0

R 77 G 156B 172

MAGENTA

C 0M 75Y 24K 37

R 166G 68B 95

PINK

C 0M 57Y 23K 0

R 244 G 139B 153

ORANGE

C 4M 36Y 54K 0

R 240 G 174B 124

GREEN

C 29M 7Y 62K 0

R 188 G 206B 131

YELLOW

C 0M 4Y 84K 0

R 255 G 233B 67


SECONDARY COLOR PALETTETHESE COLORS HAVE BEEN CHOSEN TO SUPPORT THE SIX TRAVEL OREGON PRIMARY COLORS. THE PURPLE IS USED TO DEFINE THE SEVENTH REGION, GREATER PORTLAND. THE STANDARD TRAVEL OREGON YELLOW BECOMES ILLEGIBLE AT A SMALLER SIZE, SO THE TYPE YELLOW IS TO BE USED IN CASES WHEN TYPE IS SET TO 11PT OR SMALLER. THE PRINT GRAY IS FOR ALL PRINTED BODY COPY, OR ANYWHERE BLACK MIGHT NORMALLY APPEAR. THE WEB GRAY IS FOR BODY COPY AND ALSO A BLACK SUBSTITUTE ON ANY DIGITAL PLATFORM.

PURPLE

C 30M 45Y 16K 0

R 181 G 146B 173

PRINT GRAY

C 0M 0Y 0K 85

R 77G 77B 79

WEB GRAY

C 0M 0Y 0K 65

R 119 G 120B 123

TYPE YELLOW

C 0M 15Y 85K 0

R 255 G 213B 64


PRIMARY THE PRIMARY LOGO SHOULD BE USED FOR

ALL ASSETS THAT DRIVE USERS TO THE WEB-SITE, THE MA JORITY OF ASSETS. EXAMPLES

OF CORRECT USAGE: VISITOR GUIDES, PRINT ADS, OOH AND DIGITAL.

SECONDARYTHE SECONDARY LOGO SHOULD BE USED ON

ASSETS THAT DO NOT NEED TO DIRECT THE USER BACK TO THE WEBSITE. FOR EXAMPLE,

THE WEBSITE ITSELF, T-SHIRTS, POSTCARDS. IT SHOULD ALSO BE USED IN ANY EXECUTION UNDER 0.5" IN HEIGHT, WHERE THE LOGO

BECOMES TOO SMALL TO MAKE THE TRAVELOREGON.COM LEGIBLE.

CAMPAIGN LOGOS


LOGO USAGE

COLOR:THE LOGO SHOULD APPEAR IN ONE OF THE PRIMARY TRAVEL OREGON COLORS OR IN WHITE. NOTE, THE SAME RULES APPLY TO THE SECONDARY LOGO.

THE TYPE SHOULD ALWAYS BE WHITE WHEN USING A

COLORED LOGO.

THE WHITE LOGO SHOULD ALWAYS HAVE THE TYPE

KNOCKED OUT TO REVEAL THE PRIMARY COLOR BELOW.

THE LOGO SHOULD ALWAYS APPEAR IN ONE OF THE SIX

PRIMARY COLORS OR IN WHITE. ONLY USE

BLACK IF COLOR PRINTING IS NOT AN OPTION.

THE LOGO SHOULD ALWAYS APPEAR IN ONE OF THE SIX

PRIMARY COLORS OR IN WHITE.


COLORED LOGO.


COLORED LOGO.

CORRECT USAGE OVER WHITE.

CORRECT USAGE OVER A PHOTOGRAPH.

CORRECT USAGE OVER ONE OF THE PRIMARY

COLORS.

IF YOU ARE WORKING WITH MINIMAL REAL ESTATE (BANNER

AD), USE A COLORED LOGO OVER A DIFFERENT COLORED

BACKGROUND.


LOGO USAGE

0.5" 0.5" 0.5"

SIZE:WHEN THE HEIGHT OF THE ICON IS UNDER 0.5", WE SHOULD ALWAYS USE THE SECONDARY VERSION TO MAINTAIN LEGIBILITY.

PRIMARY VS. SECONDARY: THE PRIMARY LOGO SHOULD BE USED FOR ALL ASSETS THAT DRIVE USERS TO THE WEBSITE, THE MA JORITY OF ASSETS. THE SECONDARY LOGO SHOULD BE USED ON ASSETS THAT DO NOT NEED TO DIRECT THE USER BACK TO THE WEBSITE.SEE PAGE 14 FOR MORE DETAILS.

CORRECT SECONDARY LOGO USAGE:

TRAVEL OREGON

.COM

CORRECT PRIMARY LOGO USAGE:


STACKED LINES: SECONDARY USE

SINGLE LINE: PRIMARY USE

TAGLINETHE ASSET KIT PROVIDES YOU WITH THE CUSTOM, OUTLINED VECTOR FILE FOR THE TAGLINE. IT HAS BEEN TREATED IN A WAY THAT DISTINGUISHES IT FROM THE STANDARD CAMPAIGN TYPEFACE. SO DON’T TYPE OUT THE TAGLINE IF USING IT AS A DESIGN ELEMENT.


TAGLINE/LOGO LOCKUPSALWAYS USE ONE OF THE PROVIDED CAMPAIGN LOCKUPS. DO NOT MAKE YOUR OWN TAGLINE AND LOGO LOCKUP. THESE LOCKUPS SHOW YOU THE VARIABLE LOCATIONS FOR THE TAGLINE IN RELATION TO THE LOGOS.

TRAVEL OREGON

.COM

TRAVEL OREGON

.COM


PHOTOGRAPHY


GUIDELINES & USAGE

PHOTOGRAPHER: CLAYTON COTTERELL

UNDERNEATH IT ALL, OREGON IS ABSOLUTELY EPIC AND BEAUTIFUL, AND THE PHOTOGRAPHY REFLECTS THAT. THIS CAMPAIGN HAS A PERSONAL TONE OF VOICE, COMING FROM OREGONIANS, SO WHERE POSSIBLE THERE ARE PEOPLE IN THE PHOTOGRAPHY. BECAUSE WE’RE NOT MAKING THE USUAL TOURISM ADVERTISING, WE’LL AVOID CLICHÉD POSES IN FAVOR OF CAUGHT MOMENTS AND SURPRISING ACTIONS.

USAGE: TWO YEARS. WORLDWIDE UNLIMITED & UNRESTRICTED PRINT & BROADCAST MEDIUMS: CONSUMER TRADE + ALL PRINT, OOH, POP, RETAIL, INTERNET/DIGITAL, MOBILE, VIDEO, SOCIAL MEDIA, ALL NEW ELECTRONIC MEDIA (OF ANY DESCRIPTION NOT YET INVENTED), INDUSTRIAL, COLLATERAL, DUTY FREE/TRAVEL RETAIL, TRADE MAGAZINES, DIRECT MAILS, PR, EVENTS, AND TEXTBOOK WITH RIGHT TO MODIFY AND CREATE DERIVATIVE WORKS AND SHARE WITH AGENCY AND CLIENT PARTNERS AS NEEDED. SOCIAL MEDIA IS ARCHIVAL IN PERPETUITY (SOCIAL MEDIA IS ARCHIVAL, BUT WILL NOT BE REPOSTED AFTER EXPIRATION DATE).

ARTIST RETAINS COPYRIGHT.


HERO HERO

COLUMBIA RIVER GORGEMITCHELL POINT


COLUMBIA RIVER GORGEDESCHUTES RIVERHERO


CENTRAL OREGONMOON MOUNTAINHERO


HERO

CENTRAL OREGONSPARKS LAKEHERO


HERO

CENTRAL OREGONTODD LAKEHERO


HERO

PORTLAND

HERO


OUTDOOR/PRINTREGIONAL EXECUTION EXAMPLES


REGIONAL EXECUTIONSSAN FRANCISCO PORTLAND SEATTLE BOISE


OUTDOOR/PRINT LAYOUT SPECIFICSTHE LARGE WHITE BORDERS AND THE TEXT COVERING THE IMAGERY SHOW THAT WE HAVE SO MUCH CONFIDENCE IN THE BEAUTY OF OUR STATE THAT WE DON’T

HAVE TO SHOW IT OFF WITH A BIG FULL-BLEED PHOTO. AS TOM MCCALL SAID, “OREGON IS DEMURE AND LOVELY, AND IT OUGHT TO PLAY A LITTLE HARD TO GET.”

IN ADDITION, THE LAYOUT ISN’T TOO FANCY. BASIC ELEMENTS, CENTERED ON THE PAGE. NO TRANSPARENCY, NO SPECIAL EFFECTS. IT IS VERY MATTER OF FACT.

WE DON’T NEED EXTRA GIMMICKS TO SELL OUR GREAT STATE.

The type should always extend past the tr im on the r ight and lef t s ides of the

image. I t should be centered and extend equal distances on both sides. The type should always be at least 0.5" from the

edge of the tr im. And should extend past the image at least 0.375". These rules

apply to all s imilar layouts. A good rule of thumb is that at least half of a let ter and i ts punctuation should fall of f the image.

The white border around the image should be the same width on the top and bot tom of the layout.

The white border around the image should be the same size on the r ight and lef t s ide of the image.

Ideally, the people in the images are peeking out between the type. The type is not lying on top of them.

For OOH, always use the provided horizontal logo lockup.

I t should be placed in the bot tom margin with equal space below and above.

HIERARCHY: HEADLINE IMAGE LOGO LOCKUP


OUTDOOR LAYOUT SPECIFICSTHE LARGE WHITE BORDERS AND THE TEXT COVERING THE IMAGERY SHOW THAT WE HAVE SO MUCH CONFIDENCE IN THE BEAUTY OF OUR STATE THAT WE DON’T

HAVE TO SHOW IT OFF WITH A BIG FULLBLEED PHOTO. AS TOM MCCALL SAID, “OREGON IS DEMURE AND LOVELY, AND IT OUGHT TO PLAY A LITTLE HARD TO GET.”

IN ADDITION, THE LAYOUT ISN’T TOO FANCY. BASIC ELEMENTS, CENTERED ON THE PAGE. NO TRANSPARENCY, NO SPECIAL EFFECTS. IT IS VERY MATTER OF FACT.

WE DON’T NEED EXTRA GIMMICKS TO SELL OUR GREAT STATE.

The type should always extend past the tr im on the r ight and

lef t s ides of the image. I t should be centered and extend equal

distances on both sides. The type should always be at least 0.5" from the edge of the tr im. And

should extend past the image at least 0.375". These rules apply

to all s imilar layouts. A good rule of thumb is that at least half

of a let ter and i ts punctuation should fall of f the image.

The white border around the image should be the same width on the top and bot tom of the layout.

The white border around the image should be the

same size on the r ight and lef t s ide of the image.

Ideally, the people in the images are peeking out between the type. The type is not lying on top of them.

For OOH, always use the provided horizontal logo lockup.

I t should be placed in the bot tom margin with equal space below and above.

HIERARCHY: HEADLINE IMAGE LOGO LOCKUP


HORIZONTAL EXAMPLES

In the case of the extreme horizontal unit, the need to make the logo larger may require more space at the bot tom of the layout. In this case, i t is okay to decrease the width of the top border to accommodate a larger logo lockup inside the bot tom border.

Another solve is to remove the headline and replace i t with a larger lockup. (below)


IT’S JUST OREGON.

NO BIG DEAL.

IT’S JUST OREGON.

NO BIG DEAL.

IT’S JUST OREGON.

NO BIG DEAL.

IT’S JUST OREGON.

NO BIG DEAL.

LAYOUT GUIDELINES

IMAGE SHOULD NEVER BLEED OFF THE PAGE.

CORRECT!

TYPE SHOULD NOT BE CONTAINED WITHIN THE IMAGE.

TAGLINE AND LOGO SHOULD NEVER BE THE SAME COLOR AS THE HEADLINE.

WHEN THE TAGLINE AND LOGO BOTH APPEAR IN A LAYOUT, THEY SHOULD ALWAYS BE LOCKED UP TOGETHER.

IT’S JUST OREGON.

NO BIG DEAL.

IT’S JUST OREGON.

NO BIG DEAL.

TYPE SHOULD NEVER BLEED OFF THE PAGE.

IT’S JUST OREGON.

NO BIG DEAL.


DIGITAL


STATIC BANNER ADS

300 x 600 160 x 600 300 x 250

300 x 60

320 x 50

728 x 90


COMPANION BANNER ADS

300 x 600 160 x 600 300 x 250

300 x 60

320 x 50

728 x 90


WALLPAPERTHE WALLPAPER BACKGROUND IS VERY FLEXIBLE. THE DYNAMIC AREA IS RIGHT IN THE CENTER WITH LARGE AMOUNTS OF SKY ABOVE AND WATER BELOW. THIS DYNAMIC AREA SHOULD BE THE MOST VISIBLE IN ALL SITE SKINS AND WEBSITE TAKEOVERS. THE VAST SKY AND WATER AREAS ALLOW FOR THIS. THE IMAGE CAN BE CROPPED IN A VARIETY OF WAYS, IN ORDER TO KEEP THE DYNAMIC AREA VISIBLE.

DYNAMIC AREA: where the action is happening.

The subject matter should always be visible.


REGIONS


ALL-REGIONS MAPEACH REGION HAS BEEN PROVIDED IMAGERY, EDITORIAL COPY AND LOGOS FOR THEIR INDIVIDUAL USE. WHEN REGIONS ARE CREATING THEIR OWN ASSETS, THEY MAY CHOOSE FROM ALL OF THE BRAND COLORS. THEIR EXECUTIONS SHOULD BE AS BRIGHT AND PLAYFUL AS THE OVERALL BRAND.

WHEN USING THE ALL-REGION MAP, EACH REGION IS REPRESENTED BY ITS SPECIFIED COLOR, OUTLINED IN WHITE. THE INFORMATION SURROUNDING THE MAP SHOULD BE CLEARLY ORGANIZED AND SIMPLIFIED, BASED ON FUNCTION, AS SEEN BELOW.

COAST

WILLAMETTE VALLEY

GREATER PORTLAND MT. HOOD & THE GORGE

CENTRAL

EASTERN

SOUTHERN


PRIMARY REGIONAL MAPSWHEN ALL OF THE REGIONS APPEAR TOGETHER, THEY WILL EACH TAKE ON AN ASSIGNED COLOR TO DISTINGUISH BETWEEN THEM QUICKLY. WE CHOSE A COLOR THAT BEST SUITED EACH SPECIFIC REGION. FOR THIS PURPOSE, WE HAVE ALSO ADDED A PURPLE TO THE PALETTE. THE REGION-SPECIFIC MAPS ARE ALL SET IN WHITE ON TOP OF THEIR DESIGNATED COLOR. IN APPLICATION, THIS ALLOWS THE COLOR TO TAKE UP GREATER VISUAL REAL ESTATE.

COAST

MT. HOOD & THE GORGE

GREATER PORTLAND

CENTRAL

WILLAMETTE VALLEY

EASTERN

SOUTHERN


COAST

MT. HOOD & THE GORGE

GREATER PORTLAND

CENTRAL

WILLAMETTE VALLEY

EASTERN

SOUTHERN

SECONDARY REGIONAL MAPSIF CIRCUMSTANCES ARISE WHERE THE WHITE MAP CANNOT BE USED ON ITS COLORED BACKGROUND, WE HAVE PROVIDED SECONDARY REGIONAL MAPS.


PRIMARY: SECONDARY: THE LOGO CAN BE USED IN ANY OF THE SIX TRAVEL OREGON BRAND COLORS.

OREGON COAST ASSETSMAPS

EDITORIAL COPY

LOGO

IF YOU BROUGHT A SWIMSUIT TO THE OREGON COAST, DON’T WORRY. SOMEONE WILL LOAN YOU A SWEATER.

PEOPLE DON’T COME TO THE OREGON COAST TO WORK ON THEIR TANS. YOU WON’T SEE MANY BIKINIS ON CAPE BLANCO OR FOLKS SITTING IDLY WITH A BOOK NEXT TO DEVIL’S PUNCHBOWL.

WE DON’T EVEN CALL IT “THE BEACH.” WE DON’T COME HERE SEEKING THE SUN. SURE, YOU MIGHT SEE IT PEEKING THROUGH THE OLD GROWTH OF OSWALD WEST. BUT AS SOON AS YOU HEAR THE SURF CRASHING INTO THE CLIFFS, YOU STOP PAYING ATTENTION TO ANYTHING ELSE.

THAT’S THE MOMENT YOU START TO REALIZE HOW BIG THIS ALL IS. TROUBLES SEEM SMALLER, AND THE LITTLE MOMENTS FEEL MAGNIFIED. AND AS YOU SPLASH IN THE TIDE POOLS, WATCH THE WHALES, HUNT FOR AGATES, EXPLORE LIGHTHOUSES AND WANDER ALL 363 MILES OF FREE AND PUBLIC COASTLINE, YOU MIGHT BE LIKE, “I’M CALLING IN SICK TOMORROW. I’M LEARNING TO SURF.”

AND SOMEONE WILL PROBABLY TEACH YOU, BECAUSE OREGONIANS ARE JUST COOL LIKE THAT. EVENTUALLY YOU REALIZE THAT YOUR BEACH BOD STILL LOOKS PRETTY GOOD UNDER THOSE LAYERS OF CLOTHING.

LOTS OF PLACES HAVE A BEACH.

IF YOU WANT TO GO TO THE COAST, YOU HAVE TO COME TO OREGON.


GREATER PORTLAND ASSETS

EDITORIAL COPYTHERE ARE A LOT OF PEOPLE TALKING ABOUT PORTLAND.

WHICH CAN BE A PROBLEM IF YOU WANT TO KEEP THIS LITTLE PACIFIC NORTHWESTERN GEM A SECRET.

WHEN SOMEONE ASKS WHAT YOU WANT FOR DINNER, IT’S HARD NOT TO MENTION THE AMAZING RESTAURANT SCENE, WHICH ANNOYS YOU WITH ITS INCREDIBLE DIVERSITY AND MAKES CHOOSING JUST THE RIGHT AWARD-WINNING CHEF FROM ACROSS ALL FOUR COUNTIES A WHOLE ORDEAL.

WHEN PEOPLE TALK ABOUT THEIR FAVORITE LIVE BANDS, IT’S HARD NOT TO MENTION GETTING TO SEE THEM IN THE CITY’S NUMEROUS SMALL VENUES.

WHEN OTHERS BRING UP HIKING, IT’S DIFFICULT NOT TO MENTION THE 40 MILES OF TRAILS THAT MAKE FOREST PARK ONE OF AMERICA’S LARGEST URBAN PARKS.

BY THE TIME YOU TALK ABOUT THE ART GALLERIES, THE BOOKSTORES, THE ENDLESS LOCALLY OWNED BOUTIQUES, THE COCKTAIL BARS, THE COFFEE SHOPS, THE CITY GARDENS, THE MUNICIPAL BIKE ROUTES AND THE VINTAGE ARCADES, IT STARTS TO FEEL LIKE BRAGGING.

WHICH MIGHT BE WHY WE DON’T TALK ABOUT THEM. IT’S NOT THAT WE’RE TRYING TO KEEP ALL THIS STUFF TO OURSELVES.

WE JUST DON’T WANT TO RUB IT IN PEOPLE’S FACES.

THE LOGO CAN BE USED

IN ANY OF THE SIX TRAVEL

OREGON BRAND COLORS

OR THE TRAVEL OREGON

PURPLE.

LOGOPRIMARY: SECONDARY:

MAPS


WILLAMETTE VALLEY ASSETS

EDITORIAL COPYYOU CAN PACK A LOT INTO 150 MILES.

FOR A START THERE ARE THE AWARD-WINNING VINEYARDS. MORE THAN 200 OF THEM, ACTUALLY, BOTTLING WORLD-FAMOUS PINOT NOIRS, PINOT GRIS AND RIESLINGS THAT CONNOISSEURS AROUND THE WORLD WON’T SHUT UP ABOUT.

BUT THERE’S MORE TO THE WILLAMETTE VALLEY THAN ITS WINES. THERE ARE ALSO ACRES OF FARMS RAISING THE ORGANIC LIVESTOCK AND PRODUCE SOLD AT THE LOCAL RESTAURANTS AND MARKETS YOU’LL FIND IN THE HISTORIC TOWNS HERE—ALL OF WHICH ARE CONNECTED BY MILES OF CYCLING AND HIKING TRAILS TRAVERSING THE LAND FROM OPAL CREEK TO MT. ANGEL.

THERE ARE ENOUGH FIELDS OF FLOWERS, WINDING RIVERS, COVERED BRIDGES, HOT SPRINGS AND SCENIC WATERFALLS TO FILL A MONTH OF SUNDAY DRIVES. THERE’S RARELY A WEEKEND WITHOUT A RODEO OR A CRAFT BREW FEST. AND THERE ARE PLENTY OF HOTELS, BUT ALSO SLEEPY TIPIS, VINTAGE TRAILERS AND TREETOP CAMPSITES TO SLEEP IN IF YOU’RE OVER HOTELS.

ONCE YOU GET TO THE WILLAMETTE VALLEY, THE HARD PART ISN’T FINDING SOMETHING TO DO.

IT’S FINDING A REASON TO TELL YOUR FRIENDS BACK HOME THAT YOU AREN’T LEAVING.

PRIMARY: SECONDARY:

MAPSTHE LOGO CAN BE USED IN ANY OF THE SIX TRAVEL OREGON BRAND COLORS.

LOGO


SOUTHERN OREGON ASSETS

EDITORIAL COPYWE’RE NOT SURE WHAT YOU EXPECT SOUTHERN OREGON TO BE LIKE, BUT IT’S PROBABLY NOT LIKE THAT.

TAKE CRATER LAKE. IT’S A VOLCANIC LAKE, BUT NOT A LAKE OF LAVA AS YOU MIGHT BE IMAGINING. IT’S JUST REGULAR, CLEAR, BEAUTIFUL WATER THAT HAPPENS TO FILL AN ENORMOUS ALPINE CRATER. IT ALSO HAPPENS TO BE THE DEEPEST LAKE IN NORTH AMERICA, IF YOU’RE LOOKING FOR ONE OF THOSE.

THE CENTURY-OLD FLOATING TREE STUMP WE CALL THE OLD MAN OF THE LAKE MIGHT EVEN SHOW UP IF YOU’RE THERE AT THE RIGHT TIME.

BUT IF YOU’RE NOT INTO ALL THAT, THERE’S ALSO SOUTHERN OREGON’S VINEYARDS, CHEESE MAKERS, TREE-HOUSE CAMPING, RAFTERS ON THE RAGING ROGUE RIVER, CAVES AND WORLD-FAMOUS SHAKESPEARE FESTIVAL.

IF YOU COME TO SOUTHERN OREGON WITHOUT AN ITINERARY, YOU’RE IN LUCK. BUT IF YOU COME HERE HOPING TO SEE SOME LAVA IN ONE OF OUR VOLCANOES, YOU’RE PROBABLY GOING TO BE DISAPPOINTED.

PRIMARY: SECONDARY:


LOGO


MT. HOOD AND THE GORGE ASSETS

EDITORIAL COPYTHE GORGE

WATERFALLS ARE NICE, IF YOU LIKE THAT SORT OF THING.

THE COLUMBIA RIVER GORGE IS FILLED WITH THEM, FROM CROWN POINT TO THE FRUIT LOOP, ALL JUST A SHORT DRIVE FROM PORTLAND. MULTNOMAH FALLS. HORSETAIL. BRIDAL VEIL. PONYTAIL. YOU COULD DO WORSE AS SIGHTSEEING GOES, WHICH MIGHT BE WHY CONGRESS NAMED THE GORGE THE LARGEST NATIONAL SCENIC AREA IN AMERICA.

BUT IF YOU GET TIRED OF WATCHING WATERFALLS, YOU CAN VISIT THE SMALL TOWNS TO SEE THEIR FAMOUS CRAFT BREWERIES TURN SOME OF THAT WATER INTO THE BEST HANDMADE BEERS ON EARTH.

JUST MAKE SURE YOU GET THE WINDSURFING, KITE BOARDING AND PARASAILING OUT OF THE WAY FIRST.

MT. HOOD

YOU DON’T ACTUALLY HAVE TO BE GOOD AT WINTER SPORTS TO ENJOY MT. HOOD. YOU CAN JUST WALK AROUND.

THERE’S A LOT TO CHECK OUT WHEN YOU’RE 11,000 FEET ABOVE SEA LEVEL: DEEP FORESTS, GLASSY LAKES, MEADOWS AND VALLEYS THAT GROW WILDFLOWERS IN SPRING AND PERFECT FRUIT IN FALL.

OR YOU CAN STAY INDOORS. THE HISTORIC TIMBERLINE LODGE ISN’T A BAD PLACE TO SIT IN AN OVERSTUFFED CHAIR AND READ A BOOK BY THE FIRE.

BUT IF YOU DO ENJOY SKIING, SNOWBOARDING OR SNOWSHOEING, MT. HOOD HAVING THE LONGEST SKI SEASON IS GOING TO COME IN HANDY NO MATTER WHAT TIME OF YEAR YOU VISIT OREGON.

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CENTRAL OREGON ASSETS

EDITORIAL COPYIF YOU ENJOY TREES BUT NOT IN A LUMBERJACK KIND OF WAY, CENTRAL OREGON MAY BE YOUR THING.

OUTDOOR ADVENTURE OF ALL TYPES CAN BE FOUND HERE, FROM ROADSIDE PICNICS TO SWIMMING-HOLE EXCURSIONS TO FLY-FISHING ON THE DESCHUTES. THE MCKENZIE PASS SCENIC BIKEWAY OFFERS THE MOST SPECTACULAR RIDE IN OREGON, IF YOU LIKE TRAVELING THE OLD-FASHIONED WAY. AND THE CHASM OF WHITE RIVER FALLS TELLS A GEOLOGIC STORY OF VIOLENCE AND POWER—IF STANDING IN SLACK-JAWED AWE AT THE MA JESTY OF NATURE IS SOMETHING YOU’RE INTO.

ASTRONAUTS EVEN LEARNED TO WALK ON THE MOON BY WANDERING AROUND OUR LAVA ROCKS.

AND BEND HAS SOME REALLY GOOD BREAKFAST OPTIONS, IF ENJOYING SOME OF THE BEST MEALS YOU’LL EVER EXPERIENCE IS SOMETHING YOU WANT TO EXPERIENCE.

SO EVEN IF YOU DON’T LIKE ENDLESS ACTIVITIES AMID BEAUTIFUL LANDSCAPES, CENTRAL OREGON STILL HAS THAT WHOLE ASTRO-NAUT THING GOING FOR IT.

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EASTERN OREGON ASSETS

EDITORIAL COPYIT WOULD BE EASY TO WALK ACROSS THE CRACKED SURFACE OF THE ALVORD DESERT AND ASSUME YOU WERE STANDING ON ANOTHER PLANET. BUT NO, YOU’RE JUST IN EASTERN OREGON.

THINGS LOOK DIFFERENT OUT HERE IN THE BIG, VAST NOWHERE. WHICH IS WHY SO MANY PEOPLE LIKE IT. IT’S HARD TO LOOK DOWN INTO HELLS CANYON—THE DEEPEST RIVER GORGE IN NORTH AMERICA—OR QUIETLY STEER YOUR CANOE ACROSS THE PLACID WATERS OF ANTHONY LAKE AND NOT FEEL A LITTLE MORE CONNECTED TO THE WORLD WE LIVE IN.

IT’S NOT ALL COWBOY COUNTRY THOUGH. IF YOU NEED A BREAK FROM ALL THE CABINS AND CAMPING AND UNSPOILED-WILDERNESS ADVENTURES, TOWNS LIKE JOSEPH AND ENTERPRISE OFFER ART GALLERIES, SHOPPING AND INCREDIBLE FARM-TO-TABLE DINING.

BUT THE REAL STAR WILL ALWAYS BE THE LAND ITSELF. BETWEEN THE ALPINE SUMMITS, TWISTING RIVERS, ROLLING PASTURES, HERDS OF BISON, DESERTS AND LONESOME GHOST TOWNS, THE WEST IS STILL WILD IN OREGON.

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REGIONAL MAPS IN APPLICATIONIN PRINT, THE COLOR BLOCK WILL ALWAYS APPEAR AT THE TRIM EDGE IN ORDER TO CREATE A COLORED TAB, DIFFERENTIATING BETWEEN SECTIONS EFFICIENTLY. ADDITIONALLY, THE TYPE WILL BE SET IN THAT REGION’S SPECIFIC COLOR.


ICONS


ICONOGRAPHY

BICYCLE/BIKE FRIENDLY

MOUNTAIN

HIKING

DOUG FIR

GOLF

FARM

SURFING

LIGHTHOUSE

FORK & KNIFE/ RESTAURANT

AIR CONDITIONING

SKIING

COVERED WAGON

APPLE

INTERNET

PERFORMING ARTS

WESTERN MEADOWLARK

WINE

KITCHENETTE/ FULL KITCHEN

SNOWSHOEING

WINDSURFING

BEER

PET FRIENDLY

CABIN

FISHING

NO SMOKING

WATERFALL


EXAMPLE APPLICATION

OF BRAND


PASSION POINT HEADLINES


APPROVED HEADLINES

CYCLING: YOU COULD DRIVE THERE . . . IF YOU WANT TO.

GOLFING: IF YOU HAVE A LOUSY SWING, THE VIEW IS STILL PRETTY GOOD OUT HERE.

FISHING: WE ALSO HAVE AMAZING SEAFOOD RESTAURANTS IF YOU FORGOT YOUR FISHING POLE.

FOOD: THIS MIGHT BE THE ONE STATE WHERE FAST FOOD IS EXOTIC.

OUTDOOR SPORTS: DON’T WORRY. WE HAVE A LOT OF VIDEO-GAME WEATHER TOO.

THANK YOU!

TRAVEL OREGON WINTER 2016 STYLE...

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