Brand Style Guide - Russian River

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Information about Brand Style Guide - Russian River

Published on February 19, 2014

Author: Axiacreative

Source: slideshare.net

Description

Axia is an award-winning visual communications company specializing in wayfinding, branding and advertising for city, corporate and retail markets. Axia provides solutions to move people forward, companies upward and communities onward. Here, great ideas take flight. At Axia, we believe there is no such thing as a bad idea, just another step toward a winning solution. We encourage our Clients to participate in the design process because their input is based on insight and passion. Our motto is simple. “Provide the best creative solutions for the best clients for the best results– and have fun doing it”. Axia Creative, formerly known as Mayfield Creative, is located in West Palm Beach, Florida with a client base that covers the entire US, parts of Canada and over 19 Caribbean territories.

Todd Mayfield is the President and cofounder of Axia Creative. He has over 29 years of wayfinding, brand development, advertising and print graphics experience. He is also an accomplished fine artist and illustrator.

Todd has earned numerous awards for design excellence and profound respect among his peers. His work has been featured in various industry magazines and books such as Print, Signs of the Times and American Corporate Identity. Currently, his company has a loyal client base from California to the Caribbean and parts of Canada.

AXIACREATIVE.COM

Style Guide river. redwoods. rela xed.

Introduction The Russian River brand represents the image of our area as a desirable place to do live, work and play. It carries an evocative message of promise to our visitors and reinforces community pride among our residents. Marketing communications used to promote the Russian River brand represent our promise made. The experiences a resident or visitor has in our community represents the promise kept. The purpose of this Brand Style Guide is to maintain brand consistency in all marketing communications used to represent Russian River. 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 Russian River brand, this guide does, however, convey key elements and style attributes of a destination community. The tools in this guide will help build Russian River’s brand equity, transforming it into a desirable destination for visitors and a proud home for it’s residents.

0.1 Introduction 1.0 1.1 1.2 The Brand What is a Brand? The Russian River Brand 2.0 2.1 2.2 2.3 2.4 2.5 Brandmark, Wordmarks & Tagline Brandmark Wordmarks Tagline Clearspace Minimum Sizes 3.0 3.1 3.2 3.3 3.4 Permitted & Prohibited Use Permitted, 4 Color Permitted, Single Color Permitted, Reversed Prohibited 4.0 4.1 4.2 4.3 4.4 The Brand Properties Color Palette Support Fonts Photography Graphic Elements 5.0 5.1 5.2 5.3 5.4 5.5 5.8 Brand Applications Business Cabinet Press Release Brochure Folded Map Print Advertising Wine Labels 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 6.0 6.1 6.2 6.3 6.4 Water Bottles Coffee Cup Coasters Cap T-shirts Shopping Bags Street Banner Website Smart Phone or Tablet App The Brand Signature Overview Signature for Brochure Signature for Rack Card or Leaflet Co-branding Contents

1.1 1.2 What is a Brand? The Russian River 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 community 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 iconic representative of the brand. A brand is more than our visual communications. It’s our reputation and history. It’s the experiences our visitors leave with, the amenities our community offers and the results of our actions. A strong brand comes from earned credibility. Externally, branding increases visitor awareness. If developed correctly, a brand will differentiate our community from others. 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. It will reinforce community pride and loyalty thus improving visitor experience. 1.1

The Russian River Brand Concept This brand concept focuses on the mood and healing characteristics of the redwood forest and river setting - the Russian Rver area as a “sanctuary” for people seeking rest and relaxation. The small resorts, rental houses and natural environment create a haven for rejuvenation. The combination of a nurturing natural environment of the forest and river along with the community attributes of acceptance and “life in balance” creates a special place of mental, spiritual and physical restoration. The Brand Promise The Russian River area is a sanctuary not only for the noble redwoods but for all those who enter this place of rest, relaxation and quietude. Here is where the mind and spirit unplugs and rejuvenates. Here you can find yourself, rediscover your friends and family and get as grounded as the trees that surround you. Values • A balanced life. • Honoring the vitality of nature. • Building memories. • Pleasure from simple things. • A belief in the restorative properties of the outdoors. • Healthy family relationships. • A place where all are welcome. Personality “The Russian River Area is a confident woman, socially and ecologically aware. She possesses a desire to assist others to achieve balance in their lives.” 1.2

The Russian River Brand Essence “Where the mind and spirit rejuvenate.” Emotional Benefits • Tranquility from the ambient environment. • A sense of well-being from rest and relaxation. • A connection with friends and family in a supportive social environment. • Delight through discovery and outdoor exploration. • A restored body and spirit. The Brand in Action Ease of Accessibility • Easy drive from San Francisco or Sacramento • Ready availability to purchase quality wine • Easy access to information and maps • Easy navigation through a wayfinding system (in development) • Easy access to outdoor recreation opportunities Relaxation • Leisurely lunches and dinners • Strolls in Armstrong Woods • Floating the Russian River • Wine-tasting nearby • Bar-hopping with friends • Short walks to the ice cream store and espresso bar 1.3

The Russian River Brand The Brand in Action/Relaxation, continued • Golfing among the redwoods • No freeway noise • Attending music events • Smelling the fresh air • A leisurely hike along the river trails • Sipping wine on the deck overlooking the river • Warming up from San Francisco • Cooling down from Sacramento • Making a special trip to the bakery • Strolling Main Street Personal Reward • Taking that memorable photograph • Forgetting your stresses • Having time for romance • Feeling comfortable about wearing comfortable clothes • Pampering yourself at a luxury spa • Reading a book in peace and quiet 1.4

2.1 2.2 2.3 2.4 2.5 Brandmark Wordmarks Tagline Clearspace Minimum Sizes Brandmark, Wordmarks & Tagline

The Russian River brandmark (logo) is the graphic nucleus from which all visual communications revolve. With consistent exposure through comprehensive visual communications, Russian River’s brand equity will increase. Brandmark There are 3 primary components of the Russian River brandmark: 1. The typographical portion of the logo is a stylized derivative from the Rosemary font. 2 2. The tree “icon” is the visual center of the brandmark. It represents the redwood forest. 3. The blue “swash” gives the brandmark a visual foundation. It represents the river and implies a shadow cast from the tree icon. 1 3 river. redwoods. rela xed. 2.1

The Russian River wordmarks are subsidiary to the brandmark. They are used in applications where the brandmark’s legibility is compromised or when the tree icon is used as a separate graphic. Wordmarks 1. The inline version for horizontal applications. 2. The stacked version for vertical applications. 1 2 2.2

The tagline will never be used without the brandmark or wordmarks. In rare cases, it may be located away from the marks but always on the same visual display. Tagline Y 1. When Y is more than 2” in length, the distance from the bottom of the blue swash to the top of the letter “b” in ”balanced” is equal to the distance between the baseline of Russian River and the baseline of California. 1 X Y 2 X Equals X Equals 120% of X The letter height of the tagline is 120% of the distance between the baseline of Russian River and the baseline of California. C A L I F O R N I A balanced. by nature. Y 3. When the inline tagline is used with either of the wordmarks, it is positioned, on center below the wordmark equal to the height of the lower case “e” in balanced. The length of the tagline is equal to the length of “Russian”. balanced. by nature. Equals X The letter height of the tagline is equal to the distance between the baseline of Russian River and the baseline of California. 2. When Y is less than 2” in length, the distance from the bottom of the blue swash to the top of the letter “b” in ”balanced” is equal to the distance between the baseline of Russian River and the baseline of California. C A L I F O R N I A Equals X X Equals X Y In rare cases, it may be dropped away from the wordmark but must remain aligned. 3 Y X Equals X 2.3

1. A minimum clearspace on the top and bottom of the Russian River brandmark and wordmarks is indicated as a light grey version of the letter “e”. It must be maintained at all times. Clearspace 1 2. A minimum clearspace on either side of the Russian River brandmark and wordmarks is indicated as a light grey version of the letter “R”. It must be maintained at all times. 2 These areas must never be invaded by other graphics or photographic elements. C A L I F O R N I A In rare cases, low contrast photographic elements may appear behind the brandmark but it is recommended that the brandmark and wordmarks remain isolated. 1 2 1 2 2.4

1. The Russian River brandmark is designed to maintain legibility in very small applications. When used with the California signature, it’s minimum size should be no less than 1 1/2” from the left edge of the upper case “R” to the right edge of the lower case “r”. Minimum Sizes 1 1/2" 2. If used without the California signature, it’s minimum size should be no less than 3/4” from the left edge of the upper case “R” to the right edge of the lower case “r”. 1 3. The minimum size for the inline version of the wordmark should be no less than 5/8” from the left edge of the upper case “R” to the right edge of the lower case “r”. 3/4" 4. The minimum size for the stacked version of the wordmark should be no less than 5/8” from the left edge of the upper case “R” to the right edge of the lower case “r”. 2 5/8" 3 3/8" 4 2.5

3.1 3.2 3.3 3.4 Permitted, 4 Color Permitted, Single Color Permitted, Reversed Prohibited Permitted & Prohibited Use

The following rules describe permitted, 4 color brandmark applications. Permitted, 4 Color The 4 color brandmark must always be placed over white, off-white, cream or a low contrast neutral texture. 3.1

The following rules describe permitted, single color brandmark applications. Permitted, Single Color 1. Single color versions of the brandmark include Black, Wet Stone and Green Forest. 2. A single color brandmark may be placed over white, off-white, cream, a low contrast neutral texture or 20% (or less) tint of it’s own color. 3. For use in signage, the brandmark may be made out of dimensional material as long as it complies with the above color guidelines. 1 3 3.2 2

The following rules describe permitted, reversed (white) brandmark applications. Permitted, Reversed 1. The reversed brandmark may be applied over solid background colors, limited to Green Forest, Green Leaf, Blue River, Redwood, Wet Stone and Black. 2. The reversed brandmark may be applied over photography as long as its placement is over a contrasting area devoid of distinctive elements or competing textures. 1 2 3.3

The Russian River brandmark should always be used consistently and accurately in accordance with this style guide. The following examples illustrate improper use of the brandmark Prohibited 1. Users of the Russian River Brandmark shall not make any alterations to it, nor adapt it as part of another graphic symbol or mark. This includes changes to color, altering it’s shape, adding a drop shadow or repositioning any of the brandmark’s elements. 1 2. No graphics or photographic images may invade the brandmark’s clearspace as described on page 2.3 3. When a brandmark is used with isolated imagery, it must never be obstructed or obscured. 4. The 4 color version of the brandmark must never be placed against a colored background other than off-white, cream or a low contrast neutral texture. 5. Single color versions of the brandmark shall not deviate from Back, Wet Stone, Green Forest or White (reversed out of a photograph or approved color background. 2 3 4 6. Never use the brandmark in a sentence. 7. Never rotate the brandmark or use it in a vertical format. Come to 5 3.4 and join the party! 6 7

4.1 4.2 4.3 4.4 Color Palette Support Fonts Photography Graphic Elements Brand Properties

1. The brand color palette consists of 4 primary colors (Green Forrest, Redwood, Green Leaf and Blue River. Also included are secondary colors (Wet Stone and all tint values). Color Palette 1 2. The colors are based on the Pantone Matching System. Name 2 Specification 3 Tints 70% 3. Each color may be reproduced as 4 screen tints. 50% Green Forrest 30% PANTONE 555 C 4. When printing as 4 color process, the CMYK formulas must be maintained. 5. When digitally reproduced or displayed electronically, the RGB formulas must be maintained. 15% 70% 50% Redwood PANTONE 1807 C 6. In web media, the Hex formulas will ensure accurate representation. 30% 15% 70% 50% Green Leaf 30% PANTONE 7490 C 15% 50% 30% Blue River 20% PANTONE 5425 C 10% 50% 30% Wet Stone 20% PANTONE 439 C 4.1 10% 4 CMYK 5 RGB C = 75 M=0 Y = 60 K = 55 R=0 G = 103 B = 78 00674E C=0 M =100 Y = 96 K = 28 R = 181 G = 18 B = 27 B5121B C = 45 M=0 Y = 80 K = 35 R = 103 G = 145 B = 70 679146 C = 30 M=4 Y=0 K = 31 R = 128 G = 161 B = 182 80A1B6 C = 80 M = 73 Y = 100 K = 20 R = 74 G = 74 B = 48 4A4A30 6 HEX

1. When creating headlines, sub-heads, captions or body text on printed collateral and signage, the Formata font family shall be used. 2. Support Fonts When creating HTML (Hyper Text Markup Language) in web environments, the Tahoma font family shall be used. 1 Formata Light Formata Light Italic Formata Regular Formata Regular Italic ABCDEF abcdef123 ABCDEF abcdef123 ABCDEFG abcdef123 ABCDEF abcdef123 Formata Medium Formata Medium Italic Formata Bold Formata Bold Italic ABCDEF abcdef123 ABCDEF abcdef123 ABCDEFG abcdef123 ABCDEF abcdef123 2 Tahoma Regular ABCDEF abcdef123 4.2 Tahoma Bold 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 Russian River area. They should reflect the natural beauty of the redwoods, river and other natural resources. Some images should include individuals engaging with Russian River’s attractions, activities and amenities such as river kayaking, fishing, hiking, shopping, relaxing, wine tasting and moments of rejuvenation. 4.3

Various graphic elements are used for design aesthetics or extending the brand. 1. The 4 color tree icon and the river swash or the 3 color tree icon without the swash from the brandmark can be used as stand-alone icons. 2. Graphic Elements Single color versions of the tree icon include Black, Green Forest and Wet Stone an be used. The same guidelines for the brandmark apply. 3. A white (reversed) tree Icon can be used against black, Green Forest, , Redwood, Wet Stone, Leaf Green, River Blue or a photograph. The same guidelines for the brandmark apply. 4. 1 An old paper texture can be used to support the rustic nature of the area. This will also help support the historical connection to the Russian River. 5. 3 The swash may be used as a watermark or a horizontal separation of text and imagery. 6. 2 Identifying gateway graphics for each of the towns within the Russian River area will be represented with stylized versions of the same font used for the Russian River wordmark. 4 5 6 4.4

5.1 5.2 5.3 5.4 5.5 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 Business Cabinet Press Release Brochure Folded Map Print Advertising Wine Labels Water Bottles Coffee Cup Coasters Cap T-shirts Shopping Bags Street Banners 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. 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. P R E S S R E L E A S E August 7, 2011 The Russian River Resort Area Launches New Brand Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vestibulum tortor quam, feugiat vitae, ultricies eget, tempor sit amet, ante. Donec eu libero sit amet quam egestas semper. Aenean ultricies mi vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra. Vestibulum erat wisi, condimentum sed, commodo vitae, ornare sit amet, wisi. Aenean fermentum, elit eget tincidunt condimentum, eros ipsum rutrum orci, sagittis tempus lacus enim ac dui. Donec non enim in turpis pulvinar facilisis. Ut felis. Aenean ultricies mi vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra. Vestibulum erat wisi, condimentum sed, commodo vitae, ornare sit amet, wisi. Vestibulum tortor quam, feugiat vitae, ultricies eget, tempor sit amet, ante. Donec eu libero sit amet quam egestas semper. Aenean ultricies mi vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra. Vestibulum erat wisi, condimentum sed, commodo vitae, ornare sit amet, wisi. Aenean fermentum, elit eget tincidunt condimentum, eros ipsum rutrum orci, sagittis tempus lacus enim ac dui. Donec non enim in turpis pulvinar facilisis. Vestibulum tortor quam, feugiat vitae, ultricies eget, tempor sit amet, ante. Donec eu libero sit amet quam egestas semper. Aenean ultricies mi vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra. Vestibulum erat wisi, condimentum sed, commodo vitae, ornare sit amet, wisi 5.2

Rack Brochure 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. uiet moments await the visitor in Russian River area nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus. consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, mollis eu, lectus. Nam cursus. Vivamus iaculis. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus. Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, mollis eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, g ravida a, turpis. Donec nisl. Aenean eget mi. Fusce mattis est iNunc Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam A R N I I F O C A L . y nature d. b balance Aenean risus purus, pharetra in, blandit quis, g ravida a, turpis. Donec nisl. Aenean eget mi. Fusce mattis est id diam Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros nas por ta accumsan mauris. Etiam enim enim, elementum sed, Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus. Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, Suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, mollis eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, g ravida a, turpis. Donec nisl. Aenean eget mi. Fusce mattis est id diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus. Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, gorus sianr 5.3 i v e r. c om diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus. ligula enim, tempor ut, blandit nec, mollis eu. lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, g ravida a, turpis. Donec nisl. Aenean eget mi. Fusce mattis est id diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus. Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, mollis eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, g ravida a, turpis. Donec nisl. Aenean eget mi. Fusce mattis est id diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, mollis eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, g ravida a, turpis. Donec nisl. Aenean eget mi. Fusce mattis est id diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus. Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, mollis eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, g ravida a, turpis. Donec nisl. Aenean eget mi. Fusce mattis est id

A folded area map is sized as a rack brochure. Folded Map The upper 1/4 of the front panel should be reserved for the brandmark and the item’s primary function for visibility in a brochure rack. A R N I I F O C A L he ap of t a fficial M r Resort Are O ive nR Russia 5.4

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 The ads on this page promote the redwood forest experience. This and following examples are based on Sunset Magazine’s 1/3 and 1/6 ad sizes. Getaway to a place where living giants tell stories of centuries past. C A L I F O R N I A balanced. by nature. g o r u s s i a n r i v e r. c o m 5.5 Getaway to a place where living giants tell stories of centuries past. C A L I F O R N I A balanced. by nature. g o r u s s i a n r i v e r. c o m

A second concept with a black caption against a photographic background. Print Advertising The ads on this page promote the wine country experience. Getaway to a place where wine is paired with nature. Getaway to a place where wine is paired with nature. C A L I F O R N I A balanced. by nature. g o r u s s i a n r i v e r. c o m 5.6 C A L I F O R N I A balanced. by nature. g o r u s s i a n r i v e r. c o m

The ads on this page promote rejuvenation and the river experience. Print Advertising Getaway to a place where the river will heal your soul. Getaway to a place where the river will heal your soul. C A L I F O R N I A balanced. by nature. g o r u s s i a n r i v e r. c o m 5.7 C A L I F O R N I A balanced. by nature. g o r u s s i a n r i v e r. c o m

A visit to wine country wouldn’t be complete without branded wine from Russian River. Wine Labels 2006 Red Wine Russian River Valley Guerneville Winery 5.8 2006 White Wine Russian River Valley Guerneville Winery

Reusable water bottles are a popular item for active visitors. The bottles on this page display a stacked version of the wordmark, the tree icon, the tagline and the URL. Water Bottles balanced. by nature. g o r u s s i a n r i v e r. c o m 5.9 balanced. by nature. g o r u s s i a n r i v e r. c o m balanced. by nature. g o r u s s i a n r i v e r. c o m balanced. by nature. g o r u s s i a n r i v e r. c o m

Coffee cups with the brandmark, tagline and URL 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 5.10

Paper coasters are made out of heavy card stock with the “old manuscript” texture as the background. Coasters 5.11

Caps should include embroidered brandmarks. Because of the detail limits of the embroidery process, small text of overly detailed graphics should be avoided. Cap 5.12

T-shirts are a good selling item for retailers who cater to the tourist market. The graphics shown on this page are designed to appeal to market polarities - conservative and liberal. T-shirts 5.13

Reusable shopping bags imply that a community is environmentally responsible. Shopping Bags They should be made from recycled material. The graphic is screen printed as either one color on a colored bag or 4 colors on a natural bag. 5.14

Street banners help to add visual continuity to a community. They are used to support a brand, promote or celebrate an event or strengthen community pride. Street Banners Because of their vertical format and their placement in relationship to vehicular traffic, banners can be the exception to the tagline rule on page 2.3 since legibility would otherwise be compromised. 5.15

The Russian River 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. The header panel is part of a larger image. The brandmark is displayed in 4 colors. 1 C A L I F O R N I A 2. The horizontal navigation bar includes 5 or less items. These repeat on all consecutive pages. 2 Home What to Do Where to Stay Where to Eat Photos & Videos Area Map Media Brochure Contact Us 6 3. These short cut links are redundant, but allow the user a consolidated list of actions to choose from. Beaches 4. A featured YouTube movie plays when clicked. 5 7 balanced. by nature. 5. Vertical links repeat on all consecutive pages. Armstrong Redwoods 6. A search field allows the user to quick search for content within the site. 3 7. Featured attractions are located to the right of the large page image. These are linked to their own page. 8. The testimonial box may include rotating copy. When clicked, a page of multiple testimonials opens. Hot Deals Rest and Relax Wine Redwoods Spa & Wellness Parks & Beaches Outdoor Activities Family Fun Gay & Lesbian Travel Golf Shopping Events & Nightlife Itineraries Welcome to the heart of the Russian River. 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. Testimonials “A wonderful experience our family will talk about for years. Never a dull moment!” 8 Mr. Monty Rio, Jr. See more.... 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 9. Additional links or downloads are included in a right side box. Social Media Center 10. Social media pages are located on the home page. 4 10 11. A Trip Advisor link opens up a full report. 11 5.16

A featured activity includes both related attractions and paid sponsor links. Website Wine Page 1. The header panel is like the home page but supports a thematic color shift. The brandmark is displayed in reverse. 1 2. These short cut links are like those on the home page but specific to the theme of the page. C A L I F O R N I A Home What to Do Where to Stay 3. Featured attractions are located to the right of the large page image. These are linked to their own page. Where to Eat Contact Us Wine 4. Advertisers pay for a featured image which is linked to their website. When opened, the advertiser’s site launches in a new window so the user never leaves the Russian River site. Photos & Videos Area Map Media Brochure Wine Cellers 3 Vinyards 2 Special Deals Wineries Events Itineraries Wine is part of the Russian River experience. 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. Fusce lorem. Phasellus sagittis, nulla in hendrerit laoreet, libero lacus feugiat urna, eget hendrerit pede magna vitae lorem. Praesent mauris. back to top 5.17 4

Another featured activity includes both related attractions and paid sponsor links. Website Spa & Wellness Page 1. The header panel is like the home page but supports a thematic color shift. The brandmark is displayed in reverse. 1 2. These short-cut links are like those on the wine page but specific to Spa & Wellness. C A L I F O R N I A Home What to Do Where to Stay 3. Featured amenities are located to the right of the large page image. These are linked to their own page. Where to Eat Contact Us Spa & Wellness 4. Advertisers pay for a featured image which is linked to their website. When opened, the advertiser’s site launches in a new window so the user never leaves the Russian River site. Photos & Videos Area Map Media Brochure Massage 3 Health Foods 2 Special Deals Spas & Wellness Events Itineraries Feeling well is what we do in Russian River. 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. Fusce lorem. Phasellus sagittis, nulla in hendrerit laoreet, libero lacus feugiat urna, eget hendrerit pede magna vitae lorem. Praesent mauris. back to top 5.18 4

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 5.19

6.1 6.2 6.3 6.4 Overview Signature for Brochure Signature for Rack Card or Leaflet Co-branding The Brand Signature

The Russian River signature system will allow the Russian River brandmark to appear in conjunction with a wide range of local brands and attractions. The Brand Signature Overview It is recommended that the signature system be applied to tourist-related communications in order to build equity in the Russian River brand. The signature system includes three basic elements; the brandmark, the URL and brandmark field (taken from the top edge of the swash in the brandmark). 1. The partner brand visual area of a flier or rack brochure. 2. The reversed URL 3. The reversed brandmark. 4. The solid colored brandmark field (top of the swash). 5. The partner brand visual area of a large brochure or pamphlet. 6. The positive URL 7. The positive, 4 color brandmark. 8. The textured brandmark field (top of the swash). 1 5 G o R u s s i a n R i v e r. c o m G o R u s s i a n R i v e r. c o m 2 6.1 3 4 6 C A L I F O R N I A 7 8

Depending on the partner graphic, various treatments may be used to best integrate the Russian River brand. The Brand Signature for an 8.5”x 11” Brochure 1. The partner brand visual area of a large brochure or pamphlet. 2. The textured brandmark field. 3. The solid Wet Stone colored brandmark field. G o R u s s i a n R i v e r. c o m 4. The solid Redwood colored brandmark field. 3 5. The solid Blue River colored brandmark field. G o R u s s i a n R i v e r. c o m 6. The solid Green Leaf colored brandmark field. 7. The solid Green Forrest colored brandmark field. C A L I F O R N I A C A L I F O R N I A 4 G o R u s s i a n R i v e r. c o m 1 C A L I F O R N I A 5 G o R u s s i a n R i v e r. c o m C A L I F O R N I A 6 G o R u s s i a n R i v e r. c o m G o R u s s i a n R i v e r. c o m C A L I F O R N I A 7 2 6.2 C A L I F O R N I A

Depending on the partner graphic, various treatments may be used to best integrate the Russian River brand. The Brand Signature for a 4”x 9” Rack Brochure or Leaflet 1. The partner brand visual area of a flier or rack brochure. 2. The solid Redwood colored brandmark field. 3. The textured brandmark field. 4. The solid Wet Stone colored brandmark field. G o R u s s i a n R i v e r. c o m 3 5. The solid Blue River colored brandmark field. G o R u s s i a n R i v e r. c o m 6. The solid Green Leaf colored brandmark field. 4 7. The solid Green Forrest colored brandmark field. G o R u s s i a n R i v e r. c o m 1 5 G o R u s s i a n R i v e r. c o m G o R u s s i a n R i v e r. c o m 6 2 G o R u s s i a n R i v e r. c o m 7 6.3 C A L I F O R N I A

There will be opportunities where area retailers will want to use the Russian River brandmark in their visual communications. In these instances it will be crucial to control the use of the brandmark when paired with other logos. 1. The Russian River brandmark used in an inline pairing with another logo. 2. A black or Wet Stone color vertical separator rule. 3. Separate both logos at a distance equal to the height of the upper case “R”. 4. Always use the black or Wet Stone version of the Russian River brandmark when paired with another logo. 5. The height of the vertical rule is equal to the height of the tree icon. 6. The Russian River brandmark used in a stacked pairing with another logo. 7. A black or Wet Stone color vertical separator rule. Its length is equal to the length of the Russian River brandmark. 8. The space between the bottom of the partner logo and the horizontal rule is equal to the height of the upper case “R”. 9. Co-Branding The space between the bottom of the horizontal rule and the top of the brandmark is equal to the height of the lower case “e”. Applewood Inn 2 1 3 5 6 8 7 6.4 9 4

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