Washington State Parks Brand Guide

WASHINGTON STATE PARKS BRAND GUIDE
Table of Contents
Our Story
History
Mission & Audience
Brand Character
Supplies
Moodboard
Brandmark
Proper Usage
Typography & Color
Icons & Photography
Applications
Signage & Wayfinding
Brochures & Collectibles
Merchandise
Advertisement
Staff
Social Media
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Our Story
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History
The Washington State Park System is a set
of parks owned by the state government
of Washington. They are managed by the
Washington State Parks and Recreation
Commission. As of 2012, the parks are
primarily funded through usage fees.
There are over 100 parks throughout the
state, including 19 marine parks and 11
Historical Parks.
The park system was established in
1913. The first two parks were formed
from donated land in 1915, and by
1929 the state had seven parks. In
1947 the State Parks Committee was
renamed to the Washington State
Parks and Recreation Commission and
given authority to oversee the state
park system. By 1960 the number of
state parks had increased to 130.
The Civilian Conservation Corps:
Nearly one-fifth of Washington’s 124 state
parks benefited from the work of the men
and boys from the CCC and WPA. Today,
throughout many of these state parks,
you can still see the legacy of their hard
work in buildings, trails, roads and bridges.
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Mission & Audience
Mission
Since 1913 Washington State Parks has been
committed to the preservation of public lands
through stewardship and education. Creating
accessible spaces for all communities.
Young Professionals and Families
Middle-class Washington families and young, urban
professionals seeking day use and easy weekend getaways.
Positioning
For locals and visitors alike, Washington State
Parks is a steadfast gateway to the outdoors, providing
affordable and convenient access for all to
engage with the state’s pristine natural spaces.
The Weekend Warrior
Recreational hobbyists and fitness enthusiasts seeking
seasonal opportunities to camp, snowmobile, fish and
hike in beautiful environments.
Promise
We believe that the benefits of engaging with
our natural lands should be accessible to
all. That’s why we are dedicated to creating
and maintaining over 100 parks, thousands of
miles of trail systems, and countless educational
sites for our millions of annual visitors.
Active Seniors
An increasingly diverse and older population of Washington
residents with active lifestyles and a sense of adventure.
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Brand Character
Washington State Parks is the most visited
public park system in the state representing
a wide array of 40 million visitors per year.
The brand has been designed around
the characteristics of accessibility,
preservation and education to serve
best the ever growing population of
visitors but also the diverse natural
landscapes of Washington.
Preservation
Accessability
Education
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Supplies
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Moodboard
The imagery in the moodboard depicts
accessibility, beauty and fun.
There is a balance in photographs
depicting people in nature, focusing
on surroundings and space
rather than the details of humans.
The type is playful and rounded,
modern and vintage. Texture
and color are inspired by organic
materials with a bright energetic
accent orange to catch the eye.
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Brandmark
Vertical Horizontal Logomark
Traditionally, park systems across
the country adopted a shield as
their logo. This carried a sense
of officiality and governance, but
also space, often for too much
type and imagery. Over time we
have learned that these types
of shield or emblem logos
do not scale well and have grown
antiquated in our changing times
and media.
These two lockups still carry a
sense of that traditional official
seal of authority while bringing
Washington State Parks
into the modern digital era.
The cartographic symbol for north,
wayfinding and the legendary
trees of Washington were the
inspiration for this brandmark.
There is also a subtle reference to
a computer cursor to solidify the
park’s future forward thinking.
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Proper Usage
The duel lockups provide flexibility
in application. The vertical logo
is tailored towards merchandise
and equipment applications. While
the horizontal lockup can be used
for advertisements and editorial
applications, when a left alignment
would be best.
Minimum Size: 0.5''
Do not stretch vertically
or horizontally. Always size
to scale
Do not invert or outline
any elements
Washington
State Parks
WA State Parks
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Both lockup versions and the
logomark circle alone should
always be displayed with a
buffer of space equaling the
height of the capital W.
The logo and it’s individual elements
should always be displayed
in one color.
The vertical lockup has a minimum
size of 0.75 inches in height.
The horizontal lockup and
logomark circle have a minimum
size of 0.05 inches.
When applying the logo to
any media, the original files
should always be used.
WA State Parks
Minimum Size: 0.75''
Minimum Size: 0.5''
Washington
State Parks
Do not rearrange
stacking order of elements
Do not change case
of typeface
Do not mix color.
Display as single color
WA State Parks
WASHINGTON
STATE PARKS
Washington
State Parks
WA
State Parks
WASHINGTON
State Parks
WA State Parks
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Type
The two typefaces used were
chosen for specific but different
purposes and applications
The primary typeface that will
cover the majority of applications
is Museo Sans Rounded.
Chosen for its soft clean tone
as well as legibility and versatility
The secondary typeface used
sparingly is ITC Souvenir Demi.
Chosen for its plump and playful
appearance as well as a sense
of nostalgia and youth. It can be
used to ad emphasis or a nostalgic
tone in advertisements.
Headline
Subhead
Body Copy
Body Copy
Example
10pt
Museo Sans Rounded 700
Museo Sans Rounded 500
Museo Sans Rounded 300
Museo Sans Rounded 300 italic
Luptas aceptatur? Obit am facculliti
cone sam acium volesti ustinctus si optatet
officiatusam es ma illabo. Maxime occus
assi de nonecatur, sit moditat.
Dus, ad quam, nistet lab incia porenihil
ilictatur, simuscim iur, que nossi reria
qui accusam, te volorate ditat.
Uptasitatur a quidesequis autemped ex esciti
doluptat quam, nem iusantiis deribea
nossequam quam estia natquias qui sim-
Color
The color palette was chosen with
inspiration from Washington’s
natural environment. They are soft
and accessible in tone with the
exception of the warm orange for
eye catching accents and a feel
of wilderness safety and visibility.
Wild Poppy
Pantone: Bright Orange
R:255 G:95 B:0
C:0 M:75 Y:100 K:0
HEX: FF5F00
Green Blue Slate
Pantone: 321
R:0 G:129 B:141
C:91 M:31 Y:42 K:5
HEX: 00818D
Fresh Cut Cedar
Pantone: 7507
R:252 G:209 B:153
C:1 M:19 Y:43 K:0
HEX: FCD199
Glacier
Pantone: 628
R:182 G:220B:225
C:27 M:2 Y:10 K:0
HEX: B6DCE1
Headline
ITC Souvenir Demi regular
ITC Souvenir Demi italic
Charcoal Black
Pantone: Black 3
R:33 G:39 B:33
C:73 M:61 Y:70 K:71
HEX: 231F20
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Icons
The suite of icons take its cue from
the logomark and soft rounded
tone of the Museo typeface. They
depict many of the amenities and
utilities of the state park system.
Direction Leash Pets Camping/RV
P
Photogrophy
The photographic style of the
brand should showcase people interacting
with nature but with the
emphasis and focus on the beauty
of the natural surroundings with
wide cropped images dwarfing any
humans in the image.
Flora and fauna can be depicted
in detail with up close
tightly cropped images.
Parking
Ranger Station
Fort
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Restroom Boat Launch Trails
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Application
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Signage & Wayfinding
By using the color palette, typeography
and icons in a strategic
way. The wayfinding can be
clear and concise for all visitors.
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Brochures & Collectibles
Much like trading cards of yesteryear.
The Washington State
Parks collectible cards can used
by visitors of all ages to learn
more about the natural resources
of Washington and specifically
the park they are attending. They
are separated by a geographic
quadrant of, NE, NW, SE, SW.
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Merchandise
From nostalgic ringer
t-shits to hoodies. The brand’s
colors and nostalgic feel lend
themselves perfectly to a myriad
of merchandise applications.
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Advertisement
Utilizing the secondary typeface to
aid in creating a fun, safe, nostalgic
and inviting feeling to the viewer.
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Staff
Slightly updated color scheme
to the stock ranger uniform with
embroidered patch. As well as a
colorful example of the brand in
action with a playful truck decal.
Equipment Uniforms Business Cards
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Social Media
A short 15 second video advertisement
for social media
platforms that highlights the fun
and accessibility of Washington
State Parks. Using basic principles
of animation to create a
nostalgic yet modern feeling
scene revealing the brand logo.
Ushering the park system into
the digital age and closer to
its next generation of users.
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