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Brand Style Guide - Alaska's Inside Passage

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Page 1: Brand Style Guide - Alaska's Inside Passage
Page 2: Brand Style Guide - Alaska's Inside Passage

The Alaska’s Inside Passage brand represents the image of our area as a desirable place to live, work and play. It carries an evocative message

of promise to our visitors and reinforces pride in this special region among our residents. Marketing communications used to promote the

Alaska’s Inside Passage brand represent our promise made. The experiences a resident or visitor has in Southeast Alaska represents the

promise kept.

The purpose of this Brand Style Guide is to maintain brand consistency in all marketing communications used to represent Alaska’s Inside

Passage. 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 Alaska’s Inside Passage brand, this guide does, however, convey key elements and style

attributes of a destination community.

The tools in this guide will help build Alaska’s Inside Passage’s brand equity, increasing interest in the region as a desirable destination for

independent visitors and a proud home for it’s residents.

Introduction

Page 3: Brand Style Guide - Alaska's Inside Passage

Contents

Introduction

The BrandWhat is a Brand?Alaska’s Inside Passage Brand

Brandmark, Wordmarks & TaglineBrandmarkTaglineWordmarkClearspaceMinimum Sizes

Permitted & Prohibited UsePermitted, 4 ColorPermitted, Single ColorProhibited

The Brand PropertiesColor PaletteFontsPhotography

0.1

1.01.11.2

2.02.12.22.32.42.5

3.03.13.23.3

4.04.14.24.3

Brand ApplicationsBusiness CabinetPress ReleaseBrochure Print AdvertisingWater BottlesCoffee CupCoastersCap T-shirtSweatshirtWebsiteSmart Phone or Tablet App

The Brand SignatureSignature for BrochureSignature for Rack Card or LeafletCo-branding

5.05.15.25.35.45.75.85.9

5.105.115.125.135.15

6.06.16.26.3

Page 4: Brand Style Guide - Alaska's Inside Passage

The Brand

What is a Brand?Alaska’s Inside Passage Brand

1.11.2

Page 5: Brand Style Guide - Alaska's Inside Passage

1.1

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 destination 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 icon representative of

the brand. A brand is more than our visual communications. It is the destination experience promised to the

target audience. That experience must be delivered as promised because a strong brand comes from earned

credibility.

Externally, branding increases visitor awareness. If developed correctly, a brand differentiates the destination

from other places. 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.

Page 6: Brand Style Guide - Alaska's Inside Passage

1.2

Alaska’s Inside Passage Brand

The Brand Promise

Southeast Alaska’s Inside Passage offers the independent visitor a personal window to a place of genuine wonder;

exploration of soaring mountains and tumbling glaciers up close and at his or her own pace; interaction with marine

and land-based wildlife; intimate connections to the history and cultures of the region; and individual exploration of

remote but accessible wilderness and inland waterways.

Values

• Closeness to nature

• Deriving energy from the environment

• The value of building memories

• Quality personal/family experiences

• Delight through personal exploration and discovery

Personality

The independent Alaska’s Inside Passage (if it were a person), is an inquisitive, energetic individual who seeks

personal discoveries by following his or her own path.

Essence

An intimate journey of exploration through the wonders of Alaska’s inside Passage

Emotional Benefits

• The restfulness of a leisurely journey at one’s own pace

• The satisfaction of experience through all of the senses

• The delight of intimate observation of flora and fauna

• Connectedness with nature through solitary or undisturbed time

• A sense of personal discovery through one’s own initiative

• Tranquility from the unpopulated environment

Page 7: Brand Style Guide - Alaska's Inside Passage

Brandmark & Tagline

BrandmarkTaglineWordmarkClearspaceMinimum Sizes

2.12.22.32.42.5

Page 8: Brand Style Guide - Alaska's Inside Passage

2.1

BrandmarkThe Alaska’s Inside Passage brandmark(logo) is the graphic nucleus from which all visual communications revolve. With consistent exposure through comprehensive visual communications, Alaska’s Inside Passage’s brand equity will increase.

There are 3 primary components of the Alaska’s Inside Passage brandmark:

1. The typographical portion of the logo is a stylized derivative from the Bravissima Script font.

2. Represents a mountain range with a waterway passage in the foreground.

3. The double blue “swash” gives the brandmark a visual foundation. It represents the ocean shoreline.

1

2

3

Page 9: Brand Style Guide - Alaska's Inside Passage

2.2

Tagline1. It may be isolated away from the marks but always within the same visual display.

2. When used with the brandmark, the tagline must maintain its position as constructed in the approved brandmark configuration.

1

2

Page 10: Brand Style Guide - Alaska's Inside Passage

2.3

WordmarkThe Alaska’s Inside Passage wordmark is subsidiary to the brandmark. It is used in applications where the brandmark’s legibility may be compromised, for small applications with limited impression areas or as a subtle signature where the full brandmark has already been introduced.

Page 11: Brand Style Guide - Alaska's Inside Passage

2.4

ClearspaceA minimum clearspace on all sides of the Alaska’s Inside Passage brandmark and wordmark is indicated as a light grey version of the letter “A”. It must be maintained at all times.

These areas must never be invaded by other graphics or photographic elements.

In rare cases, low contrast photographic elements may appear behind the brandmark/wordmark but it is recommended that the brandmark/wordmark remain isolated.

Page 12: Brand Style Guide - Alaska's Inside Passage

2.5

Minimum Sizes1. The Alaska’s Inside Passage brandmark is designed to maintain legibility in very small applications. When used with the Boundless tagline, it’s minimum size should be no less than 1 1/4” from the left edge of the upper case “A” to the right edge of the lower case “e”.

2. If used without the Boundless tagline, it’s minimum size should be no less than 1” from the left edge of the upper case “A” to the right edge of the lower case “e”.

3. The minimum size for the wordmark should be no less than 3/4” from the left edge of the upper case “A” to the right edge of the lower case “e”.

1

3

2

1 1/4"

1"

3/4"

Page 13: Brand Style Guide - Alaska's Inside Passage

Permitted & Prohibited Use

Permitted, 4 ColorPermitted, Single ColorProhibited

3.13.23.3

Page 14: Brand Style Guide - Alaska's Inside Passage

3.1

Permitted, 4 ColorThe following rules describe permitted, 4 color brandmark applications.

Whenever possible, the 4 color brandmark must be used over a white background.

In limited situations, it may be used over a white/off-white watercolor paper texture or against a low contrast, photographic background equal to or no more than 15 % grey or 15 % sky blue.

NOTE: An Alaska’s Inside Passage Brand Identity Usage Agreement must be submitted for approval prior to use of the Alaska’s Inside Passage brandmark or any graphic element contained in this style guide.

To obtain a free Usage Agreement form, please call 907-586-4777.

Page 15: Brand Style Guide - Alaska's Inside Passage

3.2

Permitted, Single Color1. When an application requires the use of a single color version of the brandmark/wordmark, black over white is the preferred format.

When used in reverse over a dark background, the brandmark/wordmark shall be applied as white and gradient tints of white.

2. A reversed (white) brandmark/wordmark may be used against a high contrasting watercolor wash that closely represents one of the non-tinted primary colors from the approved color palette.

The reversed brandmark/wordmark may be applied against a photo image as long as its placement is over a contrasting area devoid of distinctive elements or competing textures.

3. When an application requires the use of a single color version of the brandmark/wordmark other than black, use Purple Majesty (pms 2617) and gradient tints thereof whenever possible.

It is preferred that a single color format be used over white or a white/off-white watercolor paper texture.

4. Green Grass (pms 361) and Blue Ocean (pms 2995) may be used as single color versions of the brandmark/wordmark against a white background only. However, these versions shall be used at a minimum because of their low contrast. They will appear visually weak and will not support the brand when used with strong imagery or high contrasting graphics and/or text.

1

2

3

4

Page 16: Brand Style Guide - Alaska's Inside Passage

3.3

Come to and get Wild!

4

Prohibited1. Under no circumstances shall users of the Alaska’s Inside Passage Brandmark/wordmark make any alterations to it.

2. The color arrangement of the brandmark/wordmark shall never be rearranged or changed in any way. This includes changing the gradient values or adding a drop shadow.

3. No elements that are part of the brandmark shall be removed.

4. Single color versions of the brandmark shall not deviate from Black, Purple Majesty (pms 2617), Blue Ocean (pms 2995), Green Grass (pms 361) or White.

5. The 4 color version of the brandmark must never be placed against a textured background other than a low contrast photo image or a white/off-white watercolor paper texture.

6. The brandmark/wordmark shall never be used against a photo image background that has competing high contrast visual elements that invade the clearspace.

7. The brandmark/wordmark shall never be used as a third party identity.

8. The brandmark/wordmark shall never be used as screen tint or watermark.

9. The 4 color version of the brandmark must never be placed against a colored background other than white or a white/off-white watercolor paper texture.

10. When a brandmark is used with isolated imagery, it must never be obstructed or obscured.

11. Never use the brandmark in a sentence.

12. Never rotate the brandmark or use it in a fixed, vertical format unless the application may be used or viewed in a “right-read” position.

1 2 3

5 6

7 8 9

10 11 12

Page 17: Brand Style Guide - Alaska's Inside Passage

Brand Properties

Color PaletteFontsPhotography

4.14.24.3

Page 18: Brand Style Guide - Alaska's Inside Passage

4.1

Color Palette1. The brand color palette consists of 5 primary colors (Black, Purple Majesty, Blue Ocean, Blue Sky and Green Grass Also included are allowable color treatments (tints values and gradient blends).

2. The colors are based on the Pantone Matching System.

3. Each color may be reproduced as 4 screen tints.

4. The brandmark uses gradients that use one or two colors.

5. When printing using 4 color process, the CMYK formulas must be maintained.

6. When digitally reproduced or displayed electronically, the RGB formulas must be maintained.

7. In web media, the Hex formulas will ensure accurate representation.

PANTONEBLACK

PANTONE2617 C

PANTONE2995 C

Black

Purple Majesty

Blue Ocean

#000000R = 35G = 31B = 32

C = 0M = 0Y = 0K = 100

C = 79M = 100Y = 0K = 15

C = 90M = 22Y = 0K = 0

R = 86G = 12B = 112

R = 0G = 165B = 219

#560C70

#00A5DB

70%

50%

30%

15%

70%

50%

30%

15%

70%

50%

30%

15%

PANTONE304 C

Blue Sky

C = 30M = 0Y = 8K = 0

R = 165G = 221B = 226

#A5DDE2

50%

30%

20%

10%

PANTONE361 C

Green Grass

C = 69M = 0Y = 100K = 0

R = 30G = 181B = 58

#1EB53A

50%

30%

20%

10%

Name Specification Tints Gradients CMYK RGB HEX

50%

100%

0%

100%

0%

20%

100%

100%

100%

100%

1 2 3 4 5 6 7

Page 19: Brand Style Guide - Alaska's Inside Passage

4.2

Fonts1. The wordmark and tagline are derived from the Bravissima Script font.

2. The letterforms have been redrawn without the rough edges.

3. When creating headlines, sub-heads, captions or body text on printed collateral and signage, the Candara font family shall be used.

4. When creating HTML (Hyper Text Markup Language) in web

environments, the Tahoma font family shall be used.

3

4 Tahoma Regular

ABCDEF abcdef123

Tahoma Bold

ABCDEF abcdef123

Candara Regular

ABCDEF abcdef123

Candara Italic

ABCDEF abcdef123

Candara Bold

ABCDEF abcdef123

Candara Bold Italic

ABCDEF abcdef123

1

2

Tahoma Regular

ABCDEF abcdef123

Tahoma Bold

ABCDEF abcdef123

Candara Regular

ABCDEF abcdef123

Candara Italic

ABCDEF abcdef123

Candara Bold

ABCDEF abcdef123

Candara Bold Italic

ABCDEF abcdef123

Page 20: Brand Style Guide - Alaska's Inside Passage

4.3

PhotographyPhotographic imagery must be professional and simple in composition. When possible, images should be composed or cropped to accommodate overlaying, reversed text.

Images should capture the key experiences of the Alaska’s Inside Passage area. They should reflect the beauty of the area’s natural resources and untouched environment.

Images of people interacting with the environment should be used whenever possible.

Page 21: Brand Style Guide - Alaska's Inside Passage

Sample Applications

Business CabinetPress ReleaseBrochure Print AdvertisingWater BottlesCoffee CupCoastersCap T-shirtSweatshirtWebsiteSmart Phone or Tablet App

5.15.25.35.45.75.85.9

5.105.115.125.135.15

Page 22: Brand Style Guide - Alaska's Inside Passage

5.1

Business CabinetThe business cabinet includes a letterhead, envelope and business card.

All three should be produced using matching uncoated paper stock, preferably recycled. The texture should be smooth.

Officer NameTitle

T: 907 228-1234C: 907 228-3456F: 907 [email protected]

1234 Alaska StreetSuite 3456City, Alaska 99901

goinsidealaska.com

1234 Alaska StreetSuite 3456

City, Alaska 99901

1234 Alaska StreetSuite 3456City, Alaska 99901

Page 23: Brand Style Guide - Alaska's Inside Passage

5.2

Press ReleaseThe press release should be printed on the same paper stock as the letterhead, without watermarks or background images.

A digital version should be created to use electronically.

1234 Alaska StreetSuite 3456

City, Alaska 99901

P R E S S R E L E A S E

Page 24: Brand Style Guide - Alaska's Inside Passage

5.3

Rack BrochureRack 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.

Headline on left panelSuspendisse vestibulum dignissim quam. Integer vel augue.

Phasellus nulla purus, interdum ac, venenatis non, varius

rutrum, leo. Pellentesque habitant morbi tristique senectus

et netus et malesuada fames ac turpis egestas. Fusce

magna mi, porttitor quis, convallis eget, sodales ac, urna.

Phasellus luctus venenatis magna Lorem ipsum dolor sit

amet,consectetuer adipiscing elit. Morbi commodo, ipsum

sed pharetra gravida, orci magna rhoncus neque, id

pulvinar odio lorem non turpis. Nullam sit amet enim.

Suspendisse id velit vitae ligula volutpat condimentum.

Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla

libero. Vivamus pharetra posuere sapien. Nam

consectetuer. Sed aliquam, nunc eget euismod ullamcor-

per, lectus nunc ullamcorper orci, fermentum bibendum

enim nibh eget ipsum. Donec porttitor ligula eu dolor.

Maecenas vitae nulla consequat libero

cursus venenatis. Nam magna enim,

accumsan eu, blandit sed, blandit a,

eros.Quisque facilisis erat a dui. Nam

malesuada ornare dolor. Cras gravida,

diam sit

amet

rhon-

cus ornare, erat elit

consectetuer erat, id

Headline on right panelSuspendisse vestibulum dignissim quam. Integer vel augue.

Phasellus nulla purus, interdum ac, venenatis non, varius

rutrum, leo. Pellentesque habitant morbi tristique senectus

et netus et malesuada fames ac turpis egestas. Fusce

magna mi, porttitor quis, convallis eget, sodales ac, urna.

Phasellus luctus venenatis magna.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Morbi commodo, ipsum sed pharetra gravida, orci magna

rhoncus neque, id pulvinar odio lorem non turpis. Nullam

sit amet enim. Suspendisse id velit vitae ligula volutpat

condimentum. Aliquam erat volutpat. Sed quis velit. Nulla

facilisi. Nulla libero. Vivamus pharetra posuere sapien.

Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla

libero. Vivamus pharetra posuere sapien.Nam

consectetuer. Sed aliquam, nunc eget euismod ullamcor-

per, lectus nunc ullamcorper orci, fermentum bibendum

enim nibh eget ipsum.

Donec porttitor ligula eu

dolor. Maecenas vitae nulla

consequat libero cursus

Headline on center panelSuspendisse vestibulum dignissim quam. Integer vel augue.

Phasellus nulla purus, interdum ac, venenatis non, varius

rutrum, leo. Pellentesque habitant morbi tristique senectus

et netus et malesuada fames ac turpis egestas. Fusce

magna mi, porttitor quis, convallis eget, sodales ac, urna.

Phasellus luctus venenatis magna.Lorem ipsum dolor sit

amet, consectetuer adipiscing elit. Morbi commodo, ipsum

sed pharetra gravida, orci

magna rhoncus neque, id

pulvinar odio lorem non

turpis.

Nullam sit amet enim.

Suspendisse id velit vitae

ligula volutpat condimen-

tum. Aliquam erat

volutpat. Sed quis velit.

Nulla facilisi. Nulla libero.

Vivamus pharetra

Step Inside

Page 25: Brand Style Guide - Alaska's Inside Passage

5.4

Print AdvertisingPrint ads should be simple but evocative. A single strong image, a short caption, the brandmark, tagline and URL are all that should be included.

This and following examples are based on Sunset Magazine’s 1/3 and 1/6 ad sizes.

Experience Alaskafrom the ground up

a l a s k a i n f o . o r g

Experience Alaskafrom the ground up

a l a s k a i n f o . o r g

Page 26: Brand Style Guide - Alaska's Inside Passage

5.5

Print Advertising

Go with the flow

a l a s k a i n f o . o r g

Go with the flow

a l a s k a i n f o . o r g

Page 27: Brand Style Guide - Alaska's Inside Passage

5.6

Print Advertising

We have powerfulfriends on the inside

a l a s k a i n f o . o r g

We have powerfulfriends on the inside

a l a s k a i n f o . o r g

Page 28: Brand Style Guide - Alaska's Inside Passage

5.7

Water BottlesReusable water bottles are a popularitem for active visitors. The bottles on this page display a white brandmark and tagline.

Page 29: Brand Style Guide - Alaska's Inside Passage

5.8

Coffee CupCoffee cups with the brandmark and tagline 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

Page 30: Brand Style Guide - Alaska's Inside Passage

5.9

CoastersPaper coasters are made out of heavy card stock with a watercolor wash and paper texture as the background.

Page 31: Brand Style Guide - Alaska's Inside Passage

5.10

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

Page 32: Brand Style Guide - Alaska's Inside Passage

5.11

T-shirts

5.11

T-shirts are a good selling item for retailers who cater to the tourist market. The graphics shown on this page are designed to support the fresh, unincumbered experience of the Inside Passage.

Page 33: Brand Style Guide - Alaska's Inside Passage

5.12

SweatshirtSweatshirts are another popular item. like t-shirts, they should include fresh, unincumbered graphics.

5.12

Page 34: Brand Style Guide - Alaska's Inside Passage

5.13

Website Home PageThe Alaska’s Inside Passage 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.

1. The header panel features the wordmark over a large version of the water swash.

2. The horizontal navigation bar includes 5 or less items. These repeat on all consecutive pages.

3. These short cut links are repeats of some of the more important drop down items in the horizontal navigation bar.

4. Text block begins with a welcome message. The second paragraph is a summary of the experience that awaits the visitor.

5. A featured YouTube movie plays when clicked.

6. A search field allows the user to quick search for content within the site.

7. Revolving images of key destinations.

8. The tagline is reversed out of the featured image.

9. The map thumbnail is linked to a larger map that opens when clicked.

10. Additional links or downloads are included in a right side box.

11. Social media page links.

12. A Trip Advisor link opens up a full report.

Home What to Do Where to Stay Where to Eat Contact Us

Communities to Explore

Getting Around

Sample Itineraries

Community Contacts

Travel Media/Press Help

Free Vacation Guides

Southeast Trails

Step inside Alaska. 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 elemen-tum 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. Suspend-isse 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.

Social Media Center

Click toExpand

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4

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Page 35: Brand Style Guide - Alaska's Inside Passage

5.14

Website Section PageEach section page includes a section overview and subsequent pages.

1. The header panel features the wordmark over a large version of the water swash.

2. The horizontal navigation bar includes 5 or less items. These repeat on all consecutive pages.

3. Image representing section.

4. These short cut links represent items that relate to the page.

5. Text block is a section summary.

6. A search field allows the user to quick search for content within the site.

7. Image links to specific activity pages.

Home What to Do Where to Stay Where to Eat Contact Us

Communities to Explore

Getting Around

Sample Itineraries

Community Contacts

Travel Media/Press Help

Free Vacation Guides

Southeast Trails

Walk with gods. Pellentesque nibh felis, eleifend id, com-modo 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. Suspend-isse 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.

6

7

3

1

4

5

2

Page 36: Brand Style Guide - Alaska's Inside Passage

5.15

Smart Phone or Tablet AppA smart phone or tablet app can bedeveloped as a condensed version of the website. A more advanced app can be developed to display informationrelative to the location.

Inside

Page 37: Brand Style Guide - Alaska's Inside Passage

The Brand Signature

OverviewSignature for BrochureSignature for Rack Card or LeafletCo-branding

6.16.26.36.4

Page 38: Brand Style Guide - Alaska's Inside Passage

6.1

Signature for Small LeafletThe Alaska Inside Passage signature system will allow the brandmark and URL to appear in conjunction with a wide range of local brands and attractions.

It is recommended that the signature system be applied to tourist-related communications in order to build equity in the Alaska Inside Passage brand. The signature system includes four basic elements; the brandmark, the URL. the lifted page graphic and the textured watercolor paper background.

1. The partner brand visual area of a flier or rack brochure.

2. Lifted page graphic

3. Textured watercolor paper

4. The URL

5. The brandmark

The SalmonBoat

goinsidealaska.com goinsidealaska.com

2

4 5

1

3

Page 39: Brand Style Guide - Alaska's Inside Passage

6.2

The Brand Signature for an 8.5”x 11” BrochureThe Alaska Inside Passage signature system will allow the brandmark and URL to appear in conjunction with a wide range of local brands and attractions.

It is recommended that the signature system be applied to tourist-related communications in order to build equity in the Alaska Inside Passage brand. The signature system includes four basic elements; the brandmark, the URL. the lifted page graphic and the textured watercolor paper background.

1. The partner brand visual area of a flier or rack brochure.

2. Lifted page graphic

3. Textured watercolor paper

4. The URL

5. The brandmark

The SalmonBoat

goinsidealaska.com goinsidealaska.com

2

4 5

1

3

Page 40: Brand Style Guide - Alaska's Inside Passage

6.3

Co-brandingThere will be opportunities where area retailers will want to use the wordmark in their visual communications. In these instances it will be crucial to control the use of the wordmark when paired with other logos.

1. The wordmark used in an inline pairing with co-brand.

2. The co-brand

3. Separate both logos at a distance equal to the height of the “A” in Alaska’s.

4. Horizontal center line

5. The height of the vertical rule is equal to the height of co-brand.

6. The wordmark used in a stacked pairing with co-brand.

7. Vertical center line

8. The length of the horizontal rule is equal to the length of the co-brand

The SalmonBoat

The SalmonBoat

6

1

2

8

7

3

3

4

5