Eastern Oregon Brand Style Guide

BRAND GUIDELINES

3

5–9

1112 141516171819–242627–29

31–3334–35

37383940

42–46

Introduction

Differentiation

Brand PlatformAudience

The LogoSize Requirements Preferred Use of Logo Logo Don’ts Brand Typography Typographic Guidelines — Print Ad SamplesTypographic Guidelines — C0-op Print Sample Ad Measurements

Banners Website

Letterhead Business Cards Envelope #10 Email Signature

Photography

Table of conTenTs

–3–

INTRODUCTION

Dear Reader, Over the past year, Eastern Oregon Visitors Association, Travel Oregon and Wieden+Kennedy have worked together to develop a new brand identity for Eastern Oregon tourism. Our collective hope is that this will help the region to unify its communications with a singular voice that speaks to the wonderful uniqueness of Eastern Oregon. To get here we’ ve interviewed dozens of local residents and business owners to develop a strong understanding of what they love about their home. We’ ve also conducted research with a diverse group of travelers from a variety of demographics and regions to tell us exactly what motivated them to explore Eastern Oregon, how they researched their trip and what they enjoyed most while visiting. With that, we’d like to give you this brand book. We see it as both a catalog of work and a tool to help generate additional creative. Inside you’ll find executions that in many situations could be used “as is.” We know, however, that there will be circumstances where this work will need to be customized. We’re hoping the examples here can serve as guidelines for layout and font as well as the tone of Eastern Oregon’s brand voice and how it should come to life across our spectrum of media. Thank you, and if you have any questions please contact Alice Trindle, EOVA , eova@eoni.com.

DIffeRenTIaTIon

–5–

Eastern Oregon is a large place, with many divisions within its boundaries. It ’s no easy task to name the special attributes of a land so varied, with so many types of attractions. During W+K ’s travels through Eastern Oregon, we began to see and hear repeating themes, some of which we’ll outline in this document.

Below are four concepts that Eastern Oregon’s many cities and towns can all use to inform marketing materials. They ’re not taglines. They ’re simply four attributes that can unify the marketing materials and, therefore, visitor perception of Eastern Oregon.

Everyday History

Endless Possibility

Life Slowed Down to Perfection

Affecting Beauty

DIffeRenTIaTIon

What Makes Eastern Oregon So Different?

–6–

Eastern Oregon is a rare slice of authentic America. The wagon wheel ruts of the Oregon Trail embody the Western heritage. Its residents continue traditions that hearken back to the very origins of the region. From Native American presentations and traditional meals to historic downtown areas teaming with ranchers and cowboys — Eastern Oregon is a taste of the real West as it was and still is.

DIffeRenTIaTIon

Everyday History

–7–

Eastern Oregon has the assets of our geographical neighbors, but offers more diversity within a smaller range. For the adventurous, there is an amazing smorgasbord of possibility. A wide variety of landscapes provides an endless array of outdoor activities, from mountain snow sports to hiking, biking, horseback riding, rafting and kayaking. Intertwined with the many landscapes are a number of unique cultural adventures—from rodeos to museums and festivals, the culture of Eastern Oregon provides a rich blend of discovery and excitement.

DIffeRenTIaTIon

Endless Possibility

–8–

The serenity of Eastern Oregon encourages people to sacrifice their addiction to stimulation, losing the big-city amenities of instant gratification and late-night entertainment. They also get to lose their sense of fear and guardedness.

Visitors can’t help but take a step back and enjoy a slower lifestyle. It feels like they ’re actually living instead of trying to stay above the rising current of emails and phone calls. For many, a stay in Eastern Oregon is like comfort food when the world gets to be too much.

DIffeRenTIaTIon

Life Slowed Down to Perfection

–9–

Eastern Oregon’s majestic beauty virtually knocks the wind out of you. The lack of crowds can make it feel like you’re experiencing the same thrill a pioneer enjoyed hundreds of years ago, the first time they set eyes on the landscape’s amazing expanse. This feeling tends to get deep inside the visitor, making it more than just a scenic backdrop, but rather a powerful spiritual experience to remember.

DIffeRenTIaTIon

Affecting Beauty

bRanD PlaTfoRM

–11–

We, the Eastern Oregon Visitors Association, find ourselves in a strange predicament. We want people to come experience the rich physical beauty, warm hospitality and living history of our vast, beautiful region. Just not too many people. You see, we like secret fishing spots and roads less traveled. We like hiking mountains without seeing another soul and going to world-class restaurants that don’t require a reservation a year out, if they require one at all. We like being that hidden gem of a place that you only hear about through word of mouth from like-minded people.

And we think you’ll like those things, too. So come, visit , enjoy. And tell other folks who will really and truly get it . People who will love our part of the country as much as you did.

Just don’t tell everyone.

bRanD PlaTfoRM

–12–

The best audience for Eastern Oregon comprises people who want time to relax and who choose their travel destinations based on values. They want a change from their fast-paced lifestyles—they want to turn off the cell phone and Internet. They ’re people who want to see the beautiful expanses without a timeline. They want to experience the land by rafting, riding or climbing it . They want to get out and touch and feel and reflect.

People yearning for this kind of experience spend plenty of time researching the perfect vacation locale, using all kinds of information: magazines, books, online resources, word of mouth. They trust their friends and social groups who share the same values.

Specifically, they are soft adventurers, cultural travelers and empty nesters. We also believe motorcyclist travelers are a strong area of opportunity for Eastern Oregon.

aUDIence

logo

–14–

Our logo is a modern take on old Western signage and is a nod to the classic Hatch Show Print style. It ’s a reference to the past and the “ West” without being cheesy, ironic or over the top.

logo

–15–

To maintain readability, logo size is important. The logo should never be printed smaller than 1.25" .For larger materials, such as signage and billboards, use your best judgment for the size of the logo, but be sure to leave adequate clear space around the mark so the logo remains easy to find and read.

Recommended print size 1.375" for spreadsRecommended minimum print size 1.25"

sIZe ReQUIReMenTs

–16–

The preferred color for the Eastern Oregon logo is black when placed on a lighter background and white when placed on a darker background.

PRefeRReD Use of logo

–17–

Do not stretch the logo horizontally.

Do not fill the logo with colors other than the recommended logo colors.

Do not stretch the logo vertically.

Do not use on colors that lack sufficient contrast.

logo Don’Ts

–18–

PRIMaRy fonT Wood is the primary font and is used for headlines and headers. We recommend using Block Condensed. All caps is recommended for headlines and headers.

WooD (block conDenseD)a b c d e f g h a b c D e f g h 1 2 3 4 5

seconDaRy fonT Paperback 12 is the secondary font and is used for body copy. We recommend using Roman or, in cases of subcopy or smaller blocks of copy, italics. Bold is also an option. Uppercase and lowercase letters are used.

Paperback 12 (Roman)a b c d e f g h A B C D E F G H 1 2 3 4 5

Paperback 12 (Italic) a b c d e f g h a b c d e f g h 1 2 3 4 5

Paperback 12 (Bold)a b c d e f g h A B c D E f G H 1 2 3 4 5

Web/elecTRonIc coMMUnIcaTIonsUse Times for web.

The Eastern Oregon typographic style consists of two typefaces: Wood ( Block Condensed) and Paperback 12 ( Roman). To ensure continuity, these fonts are to be used in all printed works.

bRanD TyPogRaPhy

–19–

TyPogRaPhIc gUIDelInes ­—PRInT aD saMPles

We named it

hells canyon to scare people away.

Not you, other people.

Magazine spread scaled 75%

–20–

You can spend an entire day

exploring the meadows of Steens Mountain without seeing another soul.

We like it that way.

TyPogRaPhIc gUIDelInes ­— PRInT aD saMPles

Magazine spread scaled 75%

–21–

It’s not that we don’t want folks to

come visit. We do.

Just not all at once.

TyPogRaPhIc gUIDelInes ­— PRInT aD saMPles

Magazine spread scaled 75%

–22–

a lot of things have changed out here since the lawless days

of the wild, wild West. good thing the landscape isn’t one of them.

TyPogRaPhIc gUIDelInes ­— PRInT aD saMPles

Magazine spread scaled 75%

–23–

There’s nothing to do in eastern Oregon. It’s really boring. That wasn’t very convincing, was it?

TyPogRaPhIc gUIDelInes ­— PRInT aD saMPles

Magazine spread scaled 75%

–24–

TyPogRaPhIc gUIDelInes ­— PRInT aD saMPles

do you ever go on a hike that feels more like a parade because there are so many other hikers?

We don’t.

Magazine spread scaled 75%

–25–

TyPogRaPhIc gUIDelInes ­— PRInT aD saMPles

historians will tell you the heyday of the american cowboy lasted until about the 1890s. guess they forgot to send us the memo.

Magazine spread scaled 75%

–26–

TyPogRaPhIc gUIDelInes— co-oP PRInT saMPle aD

Ranching hasn’t changed much out here. except now folks call our cattle “grass-fed organically raised sustainable beef.”

carmanranch.com

We’ve been mighty busy since being named the best hotel between Portland and Salt Lake city. That’s baker city busy. Which is still pretty relaxing.

geisergrand.com

We didn’t build our award-winning craft brewery far off the beaten path to keep you from visiting.

We just want you to build up a thirst along the way.

terminalgravitybrewing.com

We named it hells canyon to scare people away. Not you, other people.

riverdrifters.com

caRMan Ranch In WalloWa geIseR gRanD hoTel In bakeR cITy

TeRMInal gRaVITy bReWeRy & PUbWhITe-WaTeR RafTIng In hells canyon

for complete event listings for empty nesters, soft adventurers, motorcyclists and cultural travelers VISIT EOVA.cOM

Choose desaturated photos that show a unique detail of the place being highlighted

Example ad ONLY

Thicker box lines can be used to separate different places

Title of place in Wood type bold centered above photo

Body copy in Paperback 12 centered and in italics

Copy should tell a story and URL can be used for further information

URL placed centered bottom in bold Paperback 12

Call to action with Eastern Oregon URL centered bottom

Logo prominent and centered

–27–

Trim: 10.5"

Live: .25"

Trim: 10.5"

Live: .25"

Trim: 8

.375

"

Live: .5

"

Trim: 8

.375

"

Live: .5

"

It’s not that we don’t want folks to

come visit. We do.

Just not all at once.

Copy is using Paperback 12 and placed in a “poetic” way

Logo is placed in the bottom right corner with equal distance on the right and bottom sides

MeasUReMenTs— Page

–28–

Safety 0.25"

Safety 0.25"

Trim 16.75"

Trim 10.5"

Trim 16.75"

Safety 0.25"

Trim 10.5"

Safety 0.25"

Gutter 0.125"

It’s not that we don’t want folks to

come visit. We do.

Just not all at once.

MeasUReMenTs— sPReaD

–29–

MeasUReMenTs— 1/6 Page

Trim: 5.25"

Live: .25"

Trim: 5.25"

Live: .25"

Trim: 8

.375

"

Live: .5

"

Trim: 8

.375

"

Live: .5

"

Trim: 5.25"

Live: .25"

Trim: 5.25"

Live: .25"

Trim: 8

.375

"

Live: .5

"

Trim: 8

.375

"

Live: .5

"

For 1/6 page, use centered logo only

Place URL flush right below logo

eova.com eova.com

Sometimes ad sizes can be too small to tell a full story with image and copy. For example a 1/4, 1/6 or 1/8 page size that you might get in an event program somewhere. In these cases we recommend just having the logo tastefully big in the space with the URL . The logo in and of itself is a story that can be supported online.

DIgITal

–31–

banneRs

–32–

banneRs

Ranching hasn’t changed much out here.

except now folks call our cattle “grass-fed organically raised sustainable beef.”

Ranching hasn’t changed much out here.

except now folks call our cattle “grass-fed organically raised sustainable beef.”

–33–

banneRs

We named it

hells canyon to scare people away.

Not you, other people.

–34–

WebsITe

Main featured photo will rotate with logo centered, always staying on top middle

Wood background texture will remain the same throughout

Times regular font14 points

Times regular font14 points (body copy)

Times bold font22 points

Rotating photo from “Trips We Love”from Travel Oregon website

“Trips We Love” datapulled from Travel Oregon website

Times bold font22 points (headline copy)

Four main photos willrepresent four main categories representing the region. All will remain at 50% opacity until rolled over and will then highlight to 100%.

Overview of Eastern Oregon. Changes when regions are selected to become region specific.

–35–

WebsITe

aPPlIcaTIons

–37–

leTTeRheaD

15477 Sky Ranch LaneHaines, Oregon 97833

8.5"x11" (not actual size)

.25"

Paperback 12 font

.25"

–38–

bUsIness caRDs

executive director

Eastern Oregon Visitors Association 15477 Sky Ranch Lane / Haines, Oregon 97833

phone 541-856-3356 cell 541-519-7234

eova@eoni.com

alIce TRInDle

4 different photo backs

Information mimics “poetic” style of ads

–39–

enVeloPe #10

15477 Sky Ranch LaneHaines, Oregon 97833

.75"

.75"

Paperback 12 font

–40–

eMaIl sIgnaTURe

If Wood and Paperback 12 are unavailable, use Arial and Garamond in their place.

executive directorALICE TRINDLE

Eastern Oregon Visitors Association­­­­­­­15477­Sky­Ranch­Lane­/­Haines,­Oregon­97833

­ ­ phone­541-856-3356­ ­ ­­­­­­cell­541-519-7234

­ ­ ­­­­­­­­­­­­­eova@eoni.com

Email signatures should be formatted as follows: The color used in the email signature is black, and Wood and Paperback 12 fonts are used.

executive directoralIce TRInDleEastern Oregon Visitors Association 15477 Sky Ranch Lane / Haines, Oregon 97833

phone 541-856-3356 cell 541-519-7234

eova@eoni.com

PhoTogRaPhy

–42–

Photography for the Eastern Oregon brand should highlight the endless possibility for exploration. The images should convey a sense of wide-open spaces and endless sky while highlighting hidden gems like secret fishing holes and special hikes. When featuring people, we should show them in action as much as possible—rafting or enjoying a craft beer —as opposed to merely observing. Although Eastern Oregon is about enjoying a slower pace, it ’s also a place to do and explore rather than sit and wait .

We recommend desaturating the images to give them a dreamy, nostalgic quality that reinforces the idea of vast miles to explore while evoking a not-so-distant past when life was a bit more simple and nature was all around us.

PhoTogRaPhy

–43–

PhoTogRaPhy eXaMPles kURT heTTle— Please conTacT MaRgo aT WIeDen+kenneDy foR Usage RIghTs — 503.937.7318

–44–

PhoTogRaPhy eXaMPles kURT heTTle— Please conTacT MaRgo aT WIeDen+kenneDy foR Usage RIghTs — 503.937.7318

–45–

PhoTogRaPhy eXaMPles DaVID eWalD— Please conTacT MaRgo aT WIeDen+kenneDy foR Usage RIghTs— 503.937.7318

–46–

PhoTogRaPhy eXaMPles DaVID eWalD— Please conTacT MaRgo aT WIeDen+kenneDy foR Usage RIghTs— 503.937.7318

Thank yoU