Destination Brand Guidelines
contents The Logo 3-5 Consumer Brand Logo - Black Consumer Brand Logo - Normal Usage Colours Positioning Logo Formats Font 6 Headings & Titles 6 The Visual Style 7 Thematic Campaigns 7 Partners 8-9 Sub Regional Materials Sense of Place Members & Partners 10-13 Destination Brand Corporate Brand Corporate Brand - Minimum Sizes Corporate Brand - For use in Partnership Contacts 14 introduction The consumer Destination brand has been developed to represent the county. This guide is intended to help designers and suppliers, partners and members with the usage and adoption of the Destination brand. Cumbria Tourism s partners can use the brand on a number of levels; from simple use of the logotype, to incorporating the logotype with our font for headings and titles, and finally to full style usage for marketing collateral. Logos are available to download in most formats from the Cumbria Tourism corporate website www.cumbriatourism.org/marketing/branding.asp It is essential that Cumbria competes as a 21st century destination and consistent use of the Destination brand in marketing activity throughout the county will achieve stronger collective results. Cumbria Tourism corporate brand usage is also outlined in this guide. 12
the logo There are two basic formats that you can use to represent the consumer brand, depending on the needs of your project - on a white background and reversed out of a solid colour. Consumer Brand Logo - Black ref:tldcbn ref:tldcb2n Colour Breakdown The Consumer Brand logo is set up to print from two colours in each case. The specification for each colour is as follows. The words lake district display as 100% of the selected colour. The words the and Cumbria display as a 30% tint of the selected colour. (When displaying on a solid colour background - the words the and Cumbria display as a 40% tint of the selected colour) The C always display as a solid to match PMS 130. (If displaying out of the four colour set the specification is 40% magenta and 100% yellow) 3
the logo Consumer Brand Logo - Normal Usage minimum size 60mm across the width of the logo Colours The preferred colour version of the logo is black. It is possible to reproduce the Consumer Brand logo in a specific colour. You may use any colour of your choice, provided the following criteria are met. Please ensure the colour chosen is of sufficient strength to be legible. For example, yellow and orange hues should be avoided. The following colour samples are given as a guide, please feel free to use these colours. Pantone references have been supplied. If you are in any doubt about reproducing the Consumer Brand Logo in a particular colour, please contact the Brand Manager for guidance. Small Usage minimum size 25mm across the width of the logo Minimum Sizes The different uses are displayed here with their respective clearing zones (which appear in these guidelines as a keyline, but must not be printed). Whichever version you use, please ensure it is displayed no smaller than shown here. The minimum measurement is taken across the width of the logo and must measure no less than 60mm for normal use and 35mm for small use. 4
the logo Positioning The consumer brand should normally appear at the bottom left of the communication. It should also be reversed out of a coloured panel, this helps with legibility. Logo Formats The logos in this document, showing usage and application can be found at the CT corporate website: www.cumbriatourism.org/brand. There are a number of formats of each logo for your use including: eps, tiff, jpg and pdf files. The files are clearly labelled and all formats are available for each logotype, with a choice of colours. The eps file is the most flexible for most methods of printing and will allow you (or a printer) to change the colours of the logo. The eps file is a vector file and will allow the logo to be used at large sizes, without any loss in quality. When using the logo on a photograph, you will need to use the negative version and remove the solid background colour. The example opposite shows usage on both a solid background and also on a photographic image. The eps or tiff files are the best files to use with photographs. If you have any difficulties or require further information please contact the brand manager on 01539 822222 or email: brand@cumbriatourism.org. 5
font Beyond just using the Cumbria & the Lake District logo, you are welcome to use a specifically created destination font within your own marketing materials. The destination font should be used as a display face for headlines and titles as shown opposite and can be downloaded from www.cumbriatourism.org/brand the Lake District and Cumbria Font ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz headings & titles Here are examples of brochure covers which illustrate the use of the destination brand font as a headline in conjunction with the consumer brand (logo). Both the title and the consumer brand can appear on a coloured band at the foot of the communication. The title or heading may also appear directly on top of the photograph. Titles or headlines should appear in coloured bands for emphasis and to maintain the consumer brand style. Helvetica Neue Family is the preferred font for text and body copy. Helvetica Neue - 75 Bold ABCDEFGHIJKLMNOPQRTSUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue - 55 Roman ABCDEFGHIJKLMNOPQRTSUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue - 35 Thin ABCDEFGHIJKLMNOPQRTSUVWXYZ abcdefghijklmnopqrstuvwxyz The main marketing message takes prominence wherever is most suitable on the image. The Consumer Brand is used in a tactical location (below the main document heading) and should be placed over the picture so that it is clearly legible. Where the photography does not allow for the main marketing message to overlay the photograph, it is placed in a consistent title band with the Consumer Brand at the base of the page. The background colour of the band is dictated by the colour bias or in contrast with the photography. The title band is also used for displaying the web domain where it is important to show it on the front cover. 6
the visual style Beyond the logo and font use, partners and members can engage with the Destination brand further by endorsing the visual style within your own marketing materials. This incorporates the logo, headline font as well as following the same design style used by Cumbria Tourism. The same style can be applied to brochure spreads, advertisements, mailers and for use on websites. thematic campaigns Thematic campaigns are used by Cumbria Tourism to promote and develop specific sectors of the destination to segmented audiences and include: Culture Cumbria, Taste District and Adventure Capital. Colour, message and photography can be used to great effect to generate interest and appeal across the market sector. tastedistrictcumbria 7
partners Sub Regional Materials Sub Regional Materials Any of the sub-regional areas or places in Cumbria can adopt these brand guidelines by simply using the Destination brand to underpin their specific area or place. The sub-region/place can also opt to use the Destination font for headings with flexibility in positioning. Examples of usage for sub-regions and places are shown: Windermere, Kendal & the South Lakes Eden in the Lake District Western Lakes Lake District Peninsulas www.golakes.co.uk www.golakes.co.uk www.golakes.co.uk www.golakes.co.uk 8
partners partners Sub Regional Materials 9 Sense of Place Carlisle and Hadrian s Wall Keswick & North Lakes www.golakes.co.uk www.golakes.co.uk maryport coniston ullswater www.borrowdale.com www.golakes.co.uk tarn hows, tilberthwaite and torver www.ullswater.com
members & partners Destination Brand Destination Brand Any tourism partner may adopt the Destination identity and font. Again the preferred position for the Destination brand is on the front bottom left of consumer-facing marketing materials. 10
members & partners Corporate Brand Any tourism partner may adopt the Cumbria Tourism corporate brand to highlight their membership of Cumbria Tourism or that they have been funded or supported by Cumbria Tourism. members & partners Corporate Brand - Minimum Sizes The different uses are displayed here with their respective clearing zones (which appears in these guidelines as a keyline, but must not be printed). Whichever version you use, please ensure it is displayed no smaller than shown here. The minimum measurement is taken across the width of the logotype (the words Cumbria Tourism) and must measure no less than 35mm. You may also use any version without the strapline At the heart of the visitor economy. Preferred version for Corporate brand Should be used where limited space is available. Alternative version to be used where there is a height restriction Should be used at small sizes and where there is a height restriction. Please note the marque prints as a solid colour with this logotype. 35mm Preferred version for Corporate brand 35mm Alternative version to be used where there is a height restriction 11
members & partners Corporate Brand - For use in Partnership Corporate Brand - For use in Partnership If there is a need to highlight an association or support programme the following partnership versions of the identity serve this purpose. As a recipient of Cumbria Tourism funding or support you are required to: 1. Include the Cumbria Tourism s partnership logotype and marque on all promotional materials including brochures, exhibition stands and powerpoint templates. 2. Include Cumbria Tourism s partnership logotype and marque on the home page of any website and include a link to www.cumbriatourism.org and www.golakes.co.uk. 3. Include a descriptive paragraph on Cumbria Tourism in the boiler plate and a quote from a Cumbria Tourism spokesperson within the press release. 12
members & partners Corporate Brand - For use in Partnership Corporate Brand - For use in Partnership Any tourism partner may adopt the Cumbria Tourism corporate brand to highlight their membership or that they have been funded or supported by Cumbria Tourism. 13
contacts These guidelines illustrate a brief overview of how Cumbria and the Lake District s new consumer facing identity can be used as well as Cumbria Tourism s Corporate branding. For more information and a complete set of guidelines, go to the corporate website www.cumbriatourism.org Alternatively please contact the brand manager who will be very happy to help. 01539 822222 www.cumbriatourism.org/brand 14