Destination Brand Guidelines - Thedms.co.uk
Destination Brand Guidelines - Thedms.co.uk
Destination Brand Guidelines - Thedms.co.uk
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<strong>Destination</strong> <strong>Brand</strong> <strong>Guidelines</strong>
<strong>co</strong>ntents<br />
The Logo 3 - 5<br />
Consumer <strong>Brand</strong> Logo - Black<br />
Consumer <strong>Brand</strong> Logo - Normal Usage<br />
Colours<br />
Positioning<br />
Logo Formats<br />
Font 6<br />
Headings & Titles 6<br />
The Visual Style 7<br />
Thematic Campaigns 7<br />
Partners 8-9<br />
Sub Regional Materials<br />
Sense of Place<br />
Members & Partners 10-13<br />
<strong>Destination</strong> <strong>Brand</strong><br />
Corporate <strong>Brand</strong><br />
Corporate <strong>Brand</strong> - Minimum Sizes<br />
Corporate <strong>Brand</strong> - For use in Partnership<br />
Contacts 14<br />
introduction<br />
The <strong>co</strong>nsumer <strong>Destination</strong> brand has been developed to represent the <strong>co</strong>unty. This guide<br />
is intended to help designers and suppliers, partners and members with the usage and<br />
adoption of the <strong>Destination</strong> brand.<br />
Cumbria Tourism’s partners can use the brand on a number of levels; from simple use of<br />
the logotype, to in<strong>co</strong>rporating the logotype with our font for headings and titles, and finally<br />
to full style usage for marketing <strong>co</strong>llateral.<br />
Logos are available to download in most formats from the Cumbria Tourism <strong>co</strong>rporate<br />
website www.cumbriatourism.org/marketing/branding.asp<br />
It is essential that Cumbria <strong>co</strong>mpetes as a 21st century destination and <strong>co</strong>nsistent use<br />
of the <strong>Destination</strong> brand in marketing activity throughout the <strong>co</strong>unty will achieve stronger<br />
<strong>co</strong>llective results.<br />
Cumbria Tourism <strong>co</strong>rporate brand usage is also outlined in this guide.<br />
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the logo<br />
There are two basic formats that you can use to represent the <strong>co</strong>nsumer brand, depending<br />
on the needs of your project - on a white background and reversed out of a solid <strong>co</strong>lour.<br />
Consumer <strong>Brand</strong> Logo - Black<br />
ref:tldcbn<br />
ref:tldcb2n<br />
Colour Breakdown<br />
The Consumer <strong>Brand</strong> logo is set up to print from two <strong>co</strong>lours in each case.<br />
The specification for each <strong>co</strong>lour is as follows.<br />
The words ‘lake district’ display as 100% of the selected <strong>co</strong>lour.<br />
The words ‘the’ and ‘Cumbria’ display as a 30% tint of the selected <strong>co</strong>lour.<br />
(When displaying on a solid <strong>co</strong>lour background - the words ‘the’ and ‘Cumbria’ display as a<br />
40% tint of the selected <strong>co</strong>lour)<br />
The ‘C’ always display as a solid to match PMS 130.<br />
(If displaying out of the four <strong>co</strong>lour set the specification is 40% magenta and 100% yellow)<br />
3
the logo<br />
Consumer <strong>Brand</strong> Logo - Normal Usage<br />
minimum size 60mm across the width of the logo<br />
Colours<br />
The preferred <strong>co</strong>lour version of the logo is black. It is possible to reproduce the<br />
Consumer <strong>Brand</strong> logo in a specific <strong>co</strong>lour. You may use any <strong>co</strong>lour of your choice,<br />
provided the following criteria are met. Please ensure the <strong>co</strong>lour chosen is of<br />
sufficient strength to be legible. For example, yellow and orange hues should be<br />
avoided. The following <strong>co</strong>lour samples are given as a guide, please feel free to use<br />
these <strong>co</strong>lours. Pantone references have been supplied. If you are in any doubt about<br />
reproducing the Consumer <strong>Brand</strong> Logo in a particular <strong>co</strong>lour, please <strong>co</strong>ntact the<br />
<strong>Brand</strong> Manager for guidance.<br />
Small Usage<br />
minimum size 25mm across the width of the logo<br />
Minimum Sizes<br />
The different uses are displayed here with their respective clearing zones (which appear in<br />
these guidelines as a keyline, but must not be printed). Whichever version you use, please<br />
ensure it is displayed no smaller than shown here. The minimum measurement is taken<br />
across the width of the logo and must measure no less than 60mm for normal use and<br />
35mm for small use.<br />
4
the logo<br />
Positioning<br />
The <strong>co</strong>nsumer brand should normally appear at the bottom left of the <strong>co</strong>mmunication. It should<br />
also be reversed out of a <strong>co</strong>loured panel, this helps with legibility.<br />
Logo Formats<br />
The logos in this document, showing usage and application can be found at the CT<br />
<strong>co</strong>rporate website: www.cumbriatourism.org/brand.<br />
There are a number of formats of each logo for your use including: eps, tiff, jpg and pdf<br />
files. The files are clearly labelled and all formats are available for each logotype, with a<br />
choice of <strong>co</strong>lours.<br />
The eps file is the most flexible for most methods of printing and will allow you (or a printer)<br />
to change the <strong>co</strong>lours of the logo. The eps file is a vector file and will allow the logo to be<br />
used at large sizes, without any loss in quality.<br />
When using the logo on a photograph, you will need to use the negative version and<br />
remove the solid background <strong>co</strong>lour. The example opposite shows usage on both a solid<br />
background and also on a photographic image. The eps or tiff files are the best files to use<br />
with photographs.<br />
If you have any difficulties or require further information please <strong>co</strong>ntact the brand manager<br />
on 01539 822222 or email: brand@cumbriatourism.org.<br />
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font<br />
Beyond just using the Cumbria & the Lake District logo, you are wel<strong>co</strong>me to use a<br />
specifically created destination font within your own marketing materials.<br />
The destination font should be used as a display face for headlines and titles as shown<br />
opposite and can be downloaded from www.cumbriatourism.org/brand<br />
the Lake District and Cumbria Font<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
headings & titles<br />
Here are examples of brochure <strong>co</strong>vers which illustrate the use of the destination brand<br />
font as a headline in <strong>co</strong>njunction with the <strong>co</strong>nsumer brand (logo).<br />
Both the title and the <strong>co</strong>nsumer brand can appear on a <strong>co</strong>loured band at the foot of the<br />
<strong>co</strong>mmunication. The title or heading may also appear directly on top of the photograph.<br />
Titles or headlines should appear in <strong>co</strong>loured bands for emphasis and to maintain the<br />
<strong>co</strong>nsumer brand style.<br />
Helvetica Neue Family is the preferred font for text and body <strong>co</strong>py.<br />
Helvetica Neue - 75 Bold<br />
ABCDEFGHIJKLMNOPQRTSUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
Helvetica Neue - 55 Roman<br />
ABCDEFGHIJKLMNOPQRTSUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
Helvetica Neue - 35 Thin<br />
ABCDEFGHIJKLMNOPQRTSUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
The main marketing message takes prominence<br />
wherever is most suitable on the image. The<br />
Consumer <strong>Brand</strong> is used in a tactical location (below<br />
the main document heading) and should be placed<br />
over the picture so that it is clearly legible.<br />
Where the photography does not allow for the main marketing message to overlay the photograph, it<br />
is placed in a <strong>co</strong>nsistent title band with the Consumer <strong>Brand</strong> at the base of the page. The background<br />
<strong>co</strong>lour of the band is dictated by the <strong>co</strong>lour bias or in <strong>co</strong>ntrast with the photography. The title band is also<br />
used for displaying the web domain where it is important to show it on the front <strong>co</strong>ver.<br />
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the visual style<br />
Beyond the logo and font use, partners and members can engage with the <strong>Destination</strong><br />
brand further by endorsing the visual style within your own marketing materials. This<br />
in<strong>co</strong>rporates the logo, headline font as well as following the same design style used by<br />
Cumbria Tourism.<br />
The same style can be applied to brochure spreads, advertisements, mailers and for use<br />
on websites.<br />
thematic campaigns<br />
Thematic campaigns are used by Cumbria Tourism to promote and develop specific<br />
sectors of the destination to segmented audiences and include: Culture Cumbria,<br />
Taste District and Adventure Capital.<br />
Colour, message and photography can be used to great effect to generate interest and<br />
appeal across the market sector.<br />
tastedistrictcumbria<br />
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partners<br />
Sub Regional Materials<br />
Sub Regional Materials<br />
Any of the sub-regional areas or places in Cumbria can adopt these brand guidelines by<br />
simply using the <strong>Destination</strong> brand to underpin their specific area or place.<br />
The sub-region/place can also opt to use the <strong>Destination</strong> font for headings with flexibility in<br />
positioning. Examples of usage for sub-regions and places are shown:<br />
Windermere, Kendal & the South Lakes<br />
Eden in the Lake District<br />
Western Lakes<br />
Lake District Peninsulas<br />
www.golakes.<strong>co</strong>.<strong>uk</strong><br />
www.golakes.<strong>co</strong>.<strong>uk</strong><br />
www.golakes.<strong>co</strong>.<strong>uk</strong><br />
www.golakes.<strong>co</strong>.<strong>uk</strong><br />
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partners<br />
Sub Regional Materials<br />
partners<br />
Sense of Place<br />
maryport<br />
<strong>co</strong>niston<br />
tarn hows, tilberthwaite<br />
and torver<br />
ullswater<br />
Carlisle and Hadrian’s Wall<br />
Keswick & North Lakes<br />
www.golakes.<strong>co</strong>.<strong>uk</strong><br />
www.golakes.<strong>co</strong>.<strong>uk</strong><br />
www.borrowdale.<strong>co</strong>m<br />
www.golakes.<strong>co</strong>.<strong>uk</strong><br />
www.ullswater.<strong>co</strong>m<br />
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members & partners<br />
<strong>Destination</strong> <strong>Brand</strong><br />
<strong>Destination</strong> <strong>Brand</strong><br />
Any tourism partner may adopt the <strong>Destination</strong> identity and font. Again the preferred position<br />
for the <strong>Destination</strong> brand is on the front bottom left of <strong>co</strong>nsumer-facing marketing materials.<br />
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members & partners<br />
Corporate <strong>Brand</strong><br />
Any tourism partner may adopt the Cumbria Tourism <strong>co</strong>rporate brand to highlight<br />
their membership of Cumbria Tourism or that they have been funded or supported by<br />
Cumbria Tourism.<br />
members & partners<br />
Corporate <strong>Brand</strong> - Minimum Sizes<br />
The different uses are displayed here with their respective clearing zones (which appears<br />
in these guidelines as a keyline, but must not be printed). Whichever version you use,<br />
please ensure it is displayed no smaller than shown here. The minimum measurement is<br />
taken across the width of the logotype (the words Cumbria Tourism) and must measure<br />
no less than 35mm. You may also use any version without the strapline ‘At the heart of<br />
the visitor e<strong>co</strong>nomy’.<br />
Preferred version for Corporate brand<br />
Should be used where limited space is available.<br />
Alternative version to be used where there<br />
is a height restriction<br />
Should be used at small sizes and where there<br />
is a height restriction. Please note the marque<br />
prints as a solid <strong>co</strong>lour with this logotype.<br />
35mm<br />
Preferred version<br />
for Corporate brand<br />
35mm<br />
Alternative version to be used<br />
where there is a height restriction<br />
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members & partners<br />
Corporate <strong>Brand</strong> - For use in Partnership<br />
Corporate <strong>Brand</strong> - For use in Partnership<br />
If there is a need to highlight an association or support programme the following<br />
partnership versions of the identity serve this purpose.<br />
As a recipient of Cumbria Tourism funding or support you are required to:<br />
1. Include the Cumbria Tourism’s partnership logotype and marque on all promotional<br />
materials including brochures, exhibition stands and powerpoint templates.<br />
2. Include Cumbria Tourism’s partnership logotype and marque on the home page of<br />
any website and include a link to www.cumbriatourism.org and www.golakes.<strong>co</strong>.<strong>uk</strong>.<br />
3. Include a descriptive paragraph on Cumbria Tourism in the boiler plate and a quote<br />
from a Cumbria Tourism spokesperson within the press release.<br />
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members & partners<br />
Corporate <strong>Brand</strong> - For use in Partnership<br />
Corporate <strong>Brand</strong> - For use in Partnership<br />
Any tourism partner may adopt the Cumbria Tourism <strong>co</strong>rporate brand to highlight their<br />
membership or that they have been funded or supported by Cumbria Tourism.<br />
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<strong>co</strong>ntacts<br />
These guidelines illustrate a brief overview of how Cumbria and the Lake District’s new<br />
<strong>co</strong>nsumer facing identity can be used as well as Cumbria Tourism’s Corporate branding.<br />
For more information and a <strong>co</strong>mplete set of guidelines, go to the <strong>co</strong>rporate website<br />
www.cumbriatourism.org<br />
Alternatively please <strong>co</strong>ntact the brand manager who will be very happy to help.<br />
01539 822222<br />
www.cumbriatourism.org/brand<br />
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