GUIDELINES - thedms

contacts 

We’ve endeavoured to cover 

everything you need to know about 

the design and application 

of the Drive Less See More and 

Go Lakes Travel branding but 

should you need any further advice 

or guidance you can contact: 

BRAND 

GUIDELINES 

Gemma Procter 

gprocter@cumbriatourism.org 

To find out more about the project 

visit www.golakestravel.co.uk 

or scan this:

Contents 

welcome 04 BRAND 

The Drive Less See More branding 

is based around a strong simple 

message. These guidelines have 

been constructed with this ethos to 

help you promote this message in 

a bold consistent fashion. 

10 go lakes travel brand 

18 colour palette 

22 FONTs 

26 Photography 

38 layout 

44 Examples 

02 Welcome DRIVE LESS SEE MORE brand guidelines 

03 Contents www.golakestravel.co.uk

MASTER 

Below is the master version of the Drive Less See More 

branding. The core of the brand is the message and 

in order to maintain its integrity this should always be set 

within a block of colour. This section of the guidelines will 

take you through the application of the logo. 

Do not alter the proportions of the logo as this 

can affect the legibility and therefore the impact 

of the message. 

THEBRAND 

minimum size 

exclusion zone 

colours 

04 The BranD DRIVE LESS SEE MORE brand guidelines 

05 The Brand www.golakestravel.co.uk

Exclusion 

zone 

To ensure that the brand is in no way obstructed when 

reproduced we have included an exclusion zone. 

This is an invisible boundary line that should not be 

crossed by other objects in the layout. 

Do not place other logos etc within the exclusion zone. 

MINIMUM 

SIZE 

In order to preserve the integrity of the branding there is a 

minimum size at which it can be displayed. This ensures that 

the smallest line of the type, the strapline, is still legible. 

For extreme cases there is a smaller version which omits the 

strapline, though this should only be used as a last resort. 

Do not reproduce the brand below the dimensions 

set out below. 

40mm 

20mm 

20mm 

40mm 

06 The Brand DRIVE LESS SEE MORE brand guidelines 

07 The Brand 

www.golakestravel.co.uk

COLOUR 

VARIATIONS 

The branding is available in five different colour 

combinations. The branding is designed to work with 

a wide variety of brands and so this flexibility 

will allow you to find a colour that works for you. 

Do not alter the colour of the logo as this can affect 

the legibility and therefore the impact of the message. 

Grey 

Wherever possible the logo should appear in one of its bold 

colourful forms but there may be exceptions where a 

document is printed in a single colour, such as a fax where 

the greyscale version below may be used. 

Do not invert this logo (black type on a white square). 

08 The Brand DRIVE LESS SEE MORE brand guidelines 

09 The Brand 


MASTER 

The Go Lakes Travel branding represents the project 

partners. This brand accompanies the Drive Less See More 

branding as a supporting logo. As such this has 

a different job to do in communicating the involvement 

of the partners without taking the focus away from 

the Drive Less See More brand. 

Do not alter the proportions of the logo as this 

will affect the integrity and consistency of the brand. 

support 

BRAND 

representing 

funding 

All versions of the Go Lakes Travel brand may be 

reversed out of an image or block of colour. 

When doing this always ensure that the colour provides 

enough contrast to make the type legible. 

When placing over an image make sure the 

background is strong enough to hold the type. 

& partners 

10 Support Brand DRIVE LESS SEE MORE brand guidelines 

11 Support Brand www.golakestravel.co.uk

Exclusion 

zone 

The branding is available in five different colour 

combinations. The branding is designed to work with 

a wide variety of brands and so this flexibility 

will allow you to find a colour that works for you. 

This measurement applies to all versions of the brand. 

wording 

The wording which accompanies the Go Lakes Travel 

branding details the funding and partners involved in the 

project. There are two variations on the layout to help 

accommodate it within your artwork; landscape as detailed 

below and portrait which is detailed on the following page. 

Do not replace the accompanying type in the logo file 

with your own version. 


13 Support Brand www.golakestravel.co.uk

MINIMUM 

SIZE 

In order to preserve the integrity of the branding there 

is a minimum size at which it can be displayed. 

This ensures that the supporting line of the type, 

is still legible. 



XXs 

For extreme cases there is a smaller version of the 

branding which includes a proportionately larger strapline. 

This should only be used as a last resort. 



120mm 

100mm 

Funded by the Department for Transport. 

Delivered in partnership by Cumbria County Council, 

Lake District National Park Authority and Cumbria Tourism 

Funded by the Department for Transport. Delivered in partnership by 

Cumbria County Council, Lake District National Park Authority and Cumbria Tourism 

66mm 

40mm 

Funded by the Department for Transport. Delivered in partnership by 

Cumbria County Council, Lake District National Park Authority and Cumbria Tourism 

Funded by the Department for Transport. 

Delivered in partnership by Cumbria 

County Council, Lake District National 

Park Authority and Cumbria Tourism 


15 Support Brand 


Colours 

When reproduced in colour the Go Lakes Travel brand 

only appears in the two greens as detailed below. 

It can, however, be reversed out in a solid white in order 

to make it more flexible. 

Do not reproduce the Go Lakes Travel brand in any 

other colour combinations. 

Grey 

Wherever possible the logo should appear in either full 

colour as shown previously or in white reversed out 

of a colour/image. However, there may be exceptions 

where a document is printed in a single colour, such 

as a fax where the greyscale version below may be used. 

Versions with the funding 

message should always have 

solid black text. 

PMS368 

C60M0Y100K0 

R114G191B68 

PMS357 

C80M0Y100K56 

R0G98B37 


17 Support Brand 


eak it 

down 

The colour palette used in the Drive Less See More 

branding is designed to be bright, friendly and fun! 

Along with the bold font it is a key part of giving the 

brand plenty of standout. 

These colours are intended to be bold, 

please don’t tint them. 

Colour 

Palette 

Daffodil 

PMS130 

C0M30Y100K0 

R253G185B19 

Evergreen 

PMS355 

C100M0Y100K0 

R0G166B81 

Sky 

PMS355 

C90M10Y0K0 

R0G165B229 

Wildflower 

PMS1925 

C0M100Y50K0 

R237G20B91 

Daffodil tarn ALE sky 

wildflower evergreen damson sunset 

lake DAWN moss bracken 

Tarn 

PMS3262 

C70M0Y30K0 

R39G189B90 

Bracken 

PMS179 

C0M80Y100K0 

R241G90B34 

Sunset 

PMSRhodamine Red 

C0M90Y0K0 

R238G61B150 

Lake 

PMSReflex Blue 

C100M75Y0K0 

R0G84B166 

Moss 

PMS382 

C30M0Y100K0 

R191G215B48 

Dawn 

PMS485 

C0M100Y100K0 

R237G28B36 

Ale 

PMSOrange021 

C0M50Y100K0 

R247G148B29 

Damson 

PMS2603 

C30M100Y0K0 

R180G30B142 

18 Colour Palette DRIVE LESS SEE MORE brand guidelines 19 Colour Palette www.golakestravel.co.uk

combos 

The colours in the palette are both individually very strong 

and have been designed to work in pairs for the brand itself, 

however, within the palette there are some other good 

combinations that also work very well. The graphic below 

shows off some of the complementary and contrasting 

pairings you can achieve. 

Try to avoid classic combinations such as purple and 

yellow or blue and orange! 

working 

with 

imagery 

When bringing the logo in to sit on an image, select one 

which will contrast well with the backdrop and tie 

in with the image. In the example below the brand picks 

up on the model’s clothing whilst contrasting well 

with the background. 

Look for high contrasts where the brand sits 

to ensure it stands out. 

20 Colour Palette DRIVE LESS SEE MORE brand guidelines 21 Colour Palette www.golakestravel.co.uk

INTRO 

Intro is the logotype and headline font used with the 

Drive Less See More brand. Its bold, impactful, modern 

form is perfect for getting the message across. 

You can download this font for free from fontfabric.com 

Do not use for text type. 

FONTS 

INTRO and 

HELVETICA 

NEUE 

abcdefghijklmn 

opqrstuvwxyz 

01234567890 

for display 

purposes 

only 

22 FONTS DRIVE LESS SEE MORE brand guidelines 23 Fonts www.golakestravel.co.uk

HELVETICA 

NEUE 

We have selected Helvetica as a complementary font 

for use in body copy. It’s a highly legible and flexible font 

due to the wide range of styles available as detailed 

over the next two pages. 

Helvetica Neue is widely available from type libraries 

such as fontshop.com 

Do not use for headline type. 

The most common weights used are 55 roman for regular 

body copy and 75 bold for highlights etc though it is 

advisable to go up a weight when reversing the copy out of 

a block of colour or even up two weights when on an image. 

25 Ultra Light 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

0123456789 

65 Medium 



0123456789 

26 Ultra Light Italic 



0123456789 

66 Medium Italic 



0123456789 

35 Thin 



0123456789 

75 Bold 



0123456789 

36 Thin Italic 



0123456789 

76 Bold Italic 



0123456789 

45 Light 



0123456789 

85 Heavy 



0123456789 

46 Light Italic 



0123456789 

86 Heavy Italic 



0123456789 

55 Roman 



0123456789 

95 Black 



0123456789 

56 Italic 



0123456789 

96 Black Italic 



0123456789 

24 Fonts DRIVE LESS SEE MORE brand guidelines 25 Fonts www.golakestravel.co.uk

overview 

To bring the campaign to life a photoshoot was 

commissioned to showcase the variety of transport 

in the area. This is free to use on related projects 

in conjunction with the Drive Less See More and 

Go Lakes Travel brands. 

Images can be downloaded from 

www.golakestravel.co.uk 

PHOTOS 

ELECTRIC bikes 

walking 

buses boats 

26 Photography DRIVE LESS SEE MORE brand guidelines 27 Photography www.golakestravel.co.uk

KeY Shots 

The following images are show a selection of the 

key shots for the campaign, covering the various 

modes of transport. 






Brand 

When used on posters etc the brand can form a tab using 

an extended margin on either the top or bottom of the box 

depending on whether the brand is hanging from the top or 

sitting off the bottom of the page. 

Always use the provided guides to position the brand. 

Never bleed to the side of the page. 

layout 

Top of box should be 

cropped to 3mm of bleed* 

First marker indicates 

edge of page 

Position & 

composition 

Second marker 

indicates regular edge of 

branding square 

*The supplied file has more than 

3mm of bleed to account for the 

file being scaled, always work 

from the markers and only add 

the necessary bleed. 

The same theory as above 

can be applied to the 

bottom of the branding box 

to allow it to sit at the foot 

of the layout. 

38 Layout DRIVE LESS SEE MORE brand guidelines 

39 Layout www.golakestravel.co.uk

position 

Working with the composition of your image the brand 

can sit in either of the four corners of your layout. 

The order of preference is for top left, top right, bottom left 

or bottom right of a layout. Below the top left position 

creates tension in the layout with the focus of the image 

being the biker. 

Always place the brand within the right or 

left margin of your layout. 

On this image the main focus is to the bottom of the layout, 

leaving space for the logo in the top right. In this instance 

the golakestravel brand works better tucked away in the 

opposite corner. 

Avoid placing the brand over the main 

content of the image. 

40 Layout DRIVE LESS SEE MORE brand guidelines 41 Layout www.golakestravel.co.uk

Position 

The Go Lakes Travel branding should always sit at the foot 

of the page and where possible, should be reversed 

out of the background so as not to pull focus from the 

campaign branding. 

If appearing on a leaflet the two brands can be split with 

Drive Less on the cover and golakestravel on the back. 

When both brands sit along the bottom of the layout then 

the golakestravel brand should sit in the opposite 

corner to the Drive Less See More brand, as shown below. 

The Go Lakes Travel branding is very bold but care 

should be taken to make sure that when reversed out 

the accompanying text is easy to read. 

42 Layout DRIVE LESS SEE MORE brand guidelines 43 Layout www.golakestravel.co.uk

Poster 

EXAMPLES 

Posters 

leaflets ADVERTS 

44 Examples DRIVE LESS SEE MORE brand guidelines 

45 Examples www.golakestravel.co.uk

Electric bike 

network poster 

Leaflet 

46 Examples DRIVE LESS SEE MORE brand guidelines 47 Examples www.golakestravel.co.uk

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