BRAND STANDARDS August 2015
OVERVIEW The following document is the brand standards for Red Lodge, Montana. Typefaces, logos, colors and design elements are all defined with the purpose of creating a consistent brand language. Brand standards create a strong guideline to successfully launch a new identity and direct the development of any and all design components, maintaining brand extension and continuity. The combination of graphic elements, type, and logo all integrate to create a consistent design to represent Red Lodge presently and well into the future. 1
COLOR PALETTE The color palette consists of black and red as the primary colors and a group of secondary colors used to complement the primaries. The secondary palette uses a range of colors from warm to cool, but are consistent in their tone and saturation. Each color was selected to represent colors found naturally around Red Lodge. PRIMARY COLOR SECONDARY COLORS PANTONE BLACK U PANTONE BLACK C C:80 M:45 Y:30 K:5 R:59 G:119 B:146 C:75 M:20 Y:40 K:0 R:56 G:158 B:158 C:50 M:0 Y:20 K:0 R:120 G:205 B:209 C:0 M:0 Y:0 K:100 R:35 G:31 B:32 C:65 M:40 Y:90 K:25 R:89 G:107 B:58 C:50 M:20 Y:100 K:0 R:145 G:169 B:62 C:40 M:5 Y:40 K:0 R:157 G:201 B:169 PANTONE RED U PANTONE RED C C:15 M:60 Y:100 K:0 R:215 G:125 B:42 C:5 M:20 Y:90 K:0 R:243 G:199 B:54 C:15 M:10 Y:50 K:0 R:220 G:212 B:148 C:0 M:100 Y:100 K:0 R:237 G:28 B:36 C:40 M:55 Y:80 K:25 R:131 G:98 B:62 C:25 M:30 Y:60 K:0 R:196 G:171 B:121 C:30 M:20 Y:35 K:0 R:182 G:186 B:167 2
FONT USAGE The primary font family is Uni Sans. With a wide range of weights and styles, this sans serif font works across multiple applications. The combination of italics, regular styles, and weights from heavy to thin are used throughout the brand. PRIMARY TYPEFACE - Uni Sans AaBbCc123abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 BASE CAMP TO Uni Sans Heavy BASE CAMP TO Uni Sans Bold BASE CAMP TO Uni Sans SemiBold BASE CAMP TO Uni Sans Regular BASE CAMP TO Uni Sans Book BASE CAMP TO Uni Sans Light BASE CAMP TO Uni Sans Thin Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Uni Sans Regular 14 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Uni Sans Regular 12 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Integer blandit condimentum consequat. Uni Sans Regular 10 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Uni Sans Regular 9 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Integer blandit condimentum consequat. Uni Sans Regular 8 pt Breathe It In Uni Sans Heavy Italic Breathe It In Uni Sans Bold Italic Breathe It In Uni Sans SemiBold Italic Breathe It In Uni Sans Regular Italic Breathe It In Uni Sans Book Italic Breathe It In Uni Sans Light Italic Breathe It In Uni Sans Thin Italic 3
FONT USAGE The secondary font family is Gotham Rounded. With a wide range of weights and styles, this sans serif font works across multiple applications. The combination of italics, regular styles, and weights from bold to light are used throughout the brand. SECONDARY TYPEFACE - Gotham Rounded AaBbCc123abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Base Camp to the Beartooths Gotham Rounded Bold Base Camp to the Beartooths Gotham Rounded Medium Base Camp to the Beartooths Gotham Rounded Book Base Camp to the Beartooths Gotham Rounded Light Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Gotham Rounded Book 14 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Gotham Rounded Book 12 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Integer blandit condimentum consequat. Gotham Rounded Book 10 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Gotham Rounded Book 9 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sem metus, tempor at posuere eget, cursus eu velit. Vestibulum quis elit at turpis pharetra rhoncus a ut risus. Integer blandit condimentum consequat. Gotham Rounded Book 8 pt Breathe it in Gotham Rounded Bold Italic Breathe it in Gotham Rounded Medium Italic Breathe it in Gotham Rounded Book Italic Breathe it in Gotham Rounded Light Italic 4
FONT USAGE Below are samples of how each typeface is primarily used. BREATHE IT IN PRIMARY HEADLINES Uni Sans Heavy All Caps BASE CAMP TO THE BEARTOOTHS SUBHEADS Uni Sans SemiBold All Caps Gateway to Yellowstone Park via the beautiful Beartooth Highway. Come and experience true western hospitality in this quaint, historic, mountain town. Nestled against Montana s highest mountain peaks, Red Lodge is a place of extraordinary beauty and, wherever you turn, real smiles, genuine warmth and a welcoming, Western-style hospitality. BODY COPY Gotham Rounded Book Snow Sports Biking Hiking Fishing Whitewater Rafting Climbing Camping Hunting Horseback Riding SUBHEADS Uni Sans Regular Italic RedLodge.com CALLOUTS Gotham Rounded Medium 5
PRIMARY LOGO The primary logo will be used for all applications. It should be used full color whenever possible. 3.33x x x.67x 6
PRIMARY STACKED 1 COLOR BLACK CMYK: C:0 M:0 Y:0 K:100 RGB: R:35 G:31 B:32 PANTONE U: PMS BLACK U PANTONE C: PMS BLACK C REVERSED FULL COLOR CMYK: C:0 M:0 Y:0 K:100 / C:0 M:100 Y:100 K:0 RGB: R:35 G:31 B:32 / R:237 G:28 B:36 PANTONE UNCOATED: PMS BLACK U / PMS 185 U PANTONE COATED: PMS BLACK C / PMS 185 C 1 COLOR RED CMYK: C:0 M:100 Y:100 K:0 RGB: R:237 G:28 B:36 PANTONE U: PMS 185 U PANTONE C: PMS 185 C REVERSED WHITE 7
PRIMARY HORIZONTAL 1 COLOR BLACK CMYK: C:0 M:0 Y:0 K:100 RGB: R:35 G:31 B:32 PANTONE U: PMS BLACK U PANTONE C: PMS BLACK C REVERSED FULL COLOR CMYK: C:0 M:0 Y:0 K:100 / C:0 M:100 Y:100 K:0 RGB: R:35 G:31 B:32 / R:237 G:28 B:36 PANTONE UNCOATED: PMS BLACK U / PMS 185 U PANTONE COATED: PMS BLACK C / PMS 185 C 1 COLOR RED CMYK: C:0 M:100 Y:100 K:0 RGB: R:237 G:28 B:36 PANTONE U: PMS 185 U PANTONE C: PMS 185 C REVERSED WHITE 8
SECONDARY STACKED 1 COLOR BLACK CMYK: C:0 M:0 Y:0 K:100 RGB: R:35 G:31 B:32 PANTONE U: PMS BLACK U PANTONE C: PMS BLACK C REVERSED FULL COLOR CMYK: C:0 M:0 Y:0 K:100 / C:0 M:100 Y:100 K:0 RGB: R:35 G:31 B:32 / R:237 G:28 B:36 PANTONE UNCOATED: PMS BLACK U / PMS 185 U PANTONE COATED: PMS BLACK C / PMS 185 C 1 COLOR RED CMYK: C:0 M:100 Y:100 K:0 RGB: R:237 G:28 B:36 PANTONE U: PMS 185 U PANTONE C: PMS 185 C REVERSED WHITE 9
SECONDARY HORIZONTAL 1 COLOR BLACK CMYK: C:0 M:0 Y:0 K:100 RGB: R:35 G:31 B:32 PANTONE U: PMS BLACK U PANTONE C: PMS BLACK C REVERSED FULL COLOR CMYK: C:0 M:0 Y:0 K:100 / C:0 M:100 Y:100 K:0 RGB: R:35 G:31 B:32 / R:237 G:28 B:36 PANTONE UNCOATED: PMS BLACK U / PMS 185 U PANTONE COATED: PMS BLACK C / PMS 185 C 1 COLOR RED CMYK: C:0 M:100 Y:100 K:0 RGB: R:237 G:28 B:36 PANTONE U: PMS 185 U PANTONE C: PMS 185 C REVERSED WHITE 10
LOGO WHITESPACE Below is the required whitespace surrounding the logo to ensure legibility and increase brand recognition. Space must be allowed for 50% of the icon height on all sides of logo. 11
INCORRECT LOGO USAGE Below is the incorrect logo usage applicable to all logos. Distortion The logo must not be stretched, squeezed or in any other manner distorted from the established proportions. Typeface change Typeface changes should never be implemented on logo. Improper color usage Logo colorations must follow approved color variations set forth on the previous pages. No other colorations should be applied. Additions to logo Drop shadows or any other additions to the logo must be avoided. X X X X red lodge Low resolution reproduction When utilized in print, the logo should be reproduced in a high resolution format to avoid pixelation and blurred representation. Illegible size Logos should be legible at their final size application. Crowding A designated amount of whitespace (previously shown) is necessary to avoid crowding. Busy backgrounds Distracting background textures, graphics and photos should not be used directly behind positioned logo without ensuring logo coloration is legible. X X X X 12
BADGE GRAPHIC The Base Camp to the Beartooths badge supports the positioning statement and acts as a passport stamp to all activities. It can be used on it s own with either illustrations or photography applications. 13
SAMPLE LOGO APPLICATIONS Below are samples of how the logo variations can be applied across multiple applications. Depending upon the application, the primary or secondary logo version can be used to best fit the space available. The Base Camp to the Beartooths badge can also be used to enhance the brand. 14
SAMPLE LOGO APPLICATIONS Below are additional samples of how the logo can be applied to clothing options. 15
GRAPHIC ELEMENTS Below are examples of the graphic elements used throughout the brand applications. The border treatment is used to frame illustrations and hold the logo. The rounded corners and geometric shape complement the logo. The mountain graphic from the logo can be used on its own to help support the graphics. The rounded corner rectangle holds the website and other important callouts. The triangle shape creates a pattern used for borders and background textures. The Base Camp to the Beartooths badge supports the positioning statement and acts as our passport stamp. The geometric shapes from the logo are used as bullets and graphic elements that hold and divide information. 16
TYPE TREATMENTS The type treatments use a mix of typefaces to create a unified and consistent look and feel. The headlines are bold and strong to complement the linework of the Base Camp to the Beartooths badge graphic. Subheads and callouts are italicized to create a sense of movement and adventure. Supporting body copy bring in the rounded font version, which complements the softer edges of the logo and border. BREATHE IT IN P.O. Hiking Box 908 Red Lodge, MT 59068 406.855.4796 info@redlodge.com RedLodge.com Snow Sports Biking Hiking Fishing Whitewater Rafting Climbing Camping Hunting Horseback Riding Motorcycle/ATV Dog Sports Local Parks Golf Yellowstone Park Active Tours Beartooth Highway Self Guided Tours Wildlife Viewing BEARTOOTH HIGHWAY 17
ILLUSTRATION STYLE The illustration style uses simplified shapes and lines to create unique illustrations of the Red Lodge area. The colors are influenced by the color palette and the natural colors of the area. 18
PHOTO TREATMENTS The photo treatments use a wide variety of images to create a cohesive layout with a personal, handmade feel. Color images are used as if they are personal photos or postcards. Cutout images of supplies and gear create a sense of adventure in Red Lodge. Dramatic black and white landscapes show off the natural beauty of the area and provide textures for layouts. Wildlife photos bring in the element of the wilderness. Full color photography captures the scenic beauty, adventure opportunities, and the city life of Red Lodge and surrounding areas. Full color cutouts work together with the illustration and speak to the content of the application. The cutout approach works with the passport badge, creating a feeling of travel and adventure. Wildlife photos represent another important aspect of Red Lodge and the surrounding area. Black and white scenic shots add a sense of drama to layouts and provide a background texture for graphics and photos. Color insets use border treatments to complement the illustration and create a sense of personal photos. 19
Bold headline at the top reversing out of the illustration. GRAPHIC LAYOUT Peak is highlighted to further promote the tagline. The badge graphic overlaps the headline, supporting the positioning statement and acting as a passport stamp to all activities When everything is combined into a single application, it positions Red Lodge, Montana as the Base Camp to the Beartooths. The illustrative approach provides an instant attachment to the Beartooths. It s personal, it s emotional, it s exploratory and forces the reader/visitor audience to engage with the illustration while it reveals additional thought. Photographic support to the illustration provides the direct community engagement process. The advertisement content and photography support the overall theme of the Red Lodge community base camp within the focus of the illustration. Illustration is primary graphic, driving emotional response. Rounded corner border frames the illustration and echoes the shapes of the logo. The lock up of the new brand is integrated into the base of the illustration acting as our Base to all activities. The containment pulls you into the illustration while establishing the subtle tent approach. The relationship to the illustration gives a sense of size and awe to the mountains, with the color red being a direct link back to the name of the town and providing our brand recognition. Gateway to Yellowstone Park via the beautiful Beartooth Highway. Come and experience true western hospitality in this quaint, historic, mountain town. Nestled against Montana s highest mountain peaks, Red Lodge is a place of extraordinary beauty and, wherever you turn, real smiles, genuine warmth and a welcoming, Western-style hospitality. Whether you re looking for world-class outdoor recreation, a romantic getaway for two, or family-style fun, you ll find it here. There's plenty of accommodations, eateries and entertainment here and a lot of friendly locals who will help point you in the right direction. Wildlife photo represents another important aspect of Red Lodge and the surrounding area. The full color cutout of the gear works together with the illustration, speaking to travel and adventure. The black and white scenic mountain shot speaks to the natural beauty of the area and provides background texture. Snow Sports Biking Hiking Fishing Whitewater Rafting Climbing Camping Hunting Horseback Riding Motorcycle/ATV Dog Sports Local Parks Golf Yellowstone Park Active Tours Beartooth Highway Self Guided Tours Wildlife Viewing Photographic support to the illustration provides the direct community engagement process. The website URL is contained in the bright red holding shape, making it stand out and tie directly to the logo. RedLodge.com P.O. Box 908 Red Lodge, MT 59068 406.855.4796 info@redlodge.com 20
AD CONCEPT The graphic layout sized to fit an 8.5 x11 ad concept. The illustration is cropped to fit the smaller size. The headline, logo, and website address align to work together. The city photo overlaps the illustration allowing for maximum use of the space. Gateway to Yellowstone Park via the beautiful Beartooth Highway. Come and experience true western hospitality in this quaint, historic, mountain town. Nestled against Montana s highest mountain peaks, Red Lodge is a place of extraordinary beauty and, wherever you turn, real smiles, genuine warmth and a welcoming, Western-style hospitality. Whether you re looking for world-class outdoor recreation, a romantic getaway for two, or family-style fun, you ll find it here. There's plenty of accommodations, eateries and entertainment here and a lot of friendly locals who will help point you in the right direction. P.O. Box 908 Red Lodge, MT 59068 406.855.4796 info@redlodge.com RedLodge.com 21
FLAG CONCEPT The flag concepts combine the logo options, graphic elements, and illustration layout to create multiple options that stand out and work together. 22