Graphic Standards & Brand Guidelines
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1 Graphic Standards & Brand Guidelines
2 Overview The Brand Seattle Southside Regional Tourism Authority is about substance more than style, comfort more than luxury, and value more than status. With this in mind, the imagery and iconography used to depict the Seattle Southside RTA brand should have an air of simplicity. Graphics should be well-organized not cluttered. Colors are crisp and clean in appearance. This guide is a resource for helping you maximize the value of the Seattle Southside RTA brand through consistent visual representation. The Seattle Southside RTA mark is designed to project a fresh sense of travel and adventure. The colors were selected to provide a gradual transition from the previous identity system and accurately portray the Northwest environment. Additionally, blues are thought of as clean, and crisp a further defining characteristic of the region. This guide will outline the usage guidelines for the mark and give further insight into the Seattle Southside RTA brand. Togo files that were provided, you can avoid mistakes that sacrifice the integrity of your brand. Do not use the logo within a sentence or headline. The Mark Logo Integrity Do not attempt to recreate the logo by setting text even in the appropriate font. Seattle Southside Regional Tourism Authority may appear in writing using upper- and lower-case characters.
3 Logo Identity The primary logo should be used in all instances where color reproduction is available. Acceptable A secondary logo, black, should be used when color reproduction is not available. A secondary logo, white, should be used in all instances where the logo appears on a black and dark field. Not Acceptable Unacceptable SALE Do not allow for portions of the logo to fade or be obscured by other elements. Regional Tourism Authority Do not separate or reconfigure the identity in any way. Do not tilt or skew the logo.
4 Logo Identity Logo Size The logo may be scaled up or down to fit the appropriate use requirements. The logo should never be reproduced smaller than across, or in a way that prevents the screen bars from reproducing clearly. Minimum logo size is in width. However, logo should never be reproduced where the legibility is jeopardized minimum size Clear Space x In order to maintain legibility of the logo, a space equal to half the size of the compass square should remain clear around the outside of the logo. Logo Mark The logo mark may be used as an element separate from the logo, but only when the logo appears in its entirety on the same document or at the same location (as in a trade show). when used this way, the mark may be tinted, or reproduced using the secondary color palette. The following are acceptable:
5 Colors Primary Colors PANTONE 7460 C CMYK: RGB: HTML: 0086BF PANTONE 541 C CMYK: RGB: HTML: 003C71 The following colors are intended to be used to support the Seattle Southside Regional Tourism Authority brand. Please consult a Pantone guide for accurate color representation. PANTONE 157 C CMYK: RGB: HTML: 0ECA154 PANTONE 583 C CMYK: RGB: HTML: B7BF10 Secondary Colors The following colors are intended to be used to support the Seattle Southside RTA brand in a secondary role. Please consult a Pantone guide for accurate color representation. PANTONE 273 C CMYK: RGB: HTML: 24135F
6 Regional Tourism Authority Stationery The stationery includes the business cards, letterhead, and envelope. The color palette for these items is: Color Palette PANTONE 7460 C PANTONE 541 C The dimensions of the letterhead are 8.5 x 11. The first page contains the logo and address block. Secondary pages are blank sheets that match the stock of the letterhead. Suggested typing margin is 2 from top of page to start of text. The bottom margin should be a minimum of 2. Alignments on second sheets follow the same guides and margins for standard letterhead. 8.5 Letterhead 11
7 Stationery Envelope The envelope is a #10 envelope with a square flap. Envelope dimensions are x 9.5. Flap measures 2. 2 Regional Tourism Authority
8 Stationery Business Cards The dimensions of the business cards are 3.5 x 2. The business cards are two sided. Cards are die cut and drilled. Arc die cut travels.275 in from edge of card. Drill hole measures.22 in diameter Regional Tourism Authority KATHERINE KERTZMAN PRESIDENT & CEO Katherine@SeattleSouthside.com 2 2
9 Typefaces Primary Chalet The primary font family selected to represent Seattle Southside Regional Tourism Authority is Chalet. Chalet was selected for its bright, open style and unique round characteristics present in many of the letterfaces. It is approachable and stylish without being off-putting. should be used for headlines and may be used for copy. Short headlines or labels can be all caps, otherwise headlines and subheads are sentence case. Paris Nineteen Sixty abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ London Nineteen Sixty New York Nineteen Sixty Caslon should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and datasheets. Caslon Regular Caslon Italic Caslon Bold Secondary Caslon The web-safe font for Seattle Southside RTA will be Arial. Of the web safe fonts, this one most closely resembles the characteristics of Chalet. Arial Regular Arial Bold Web Arial
10 Key Messaging The following key messages were designed to create a consistent voice for Seattle Southside Regional Tourism Authority when promoting Seattle Southside. They may be used in correspondence, marketing materials and during regular conversations. Seattle Southside is your home base it s a comforting place you can return to after each day s adventures around the Northwest. Seattle Southside is where you can be yourself. Seattle Southside welcomes you with hospitality, friendly people, and great value. There s so much more to do here than just Seattle. Seattle Southside lets you do it all, from museums to mountains, football to ferry trips. There s so much to do in Seattle Southside, it s a destination in itself. With three great cities right next to each other, everything you need for a great trip is right there plus you can choose the type of accommodation that meets your needs. Seattle Southside is the perfect place for sports fans, with Major League Soccer right there and fantastic stadiums just minutes away. Seattle Southside is the perfect place for families, with roomier hotels, reliable food, better value, and lots of kid-friendly attractions. Seattle Southside is the perfect place for groups, with plenty to do nearby and highquality facilities. Seattle Southside is the perfect place for business travelers who want a comfortable, convenient place to stay but don t need to overspend. When you re done with the day s adventures, come back and enjoy comfortable surroundings, reliable restaurants, and great people. In Seattle Southside, you have room to stretch out, relax and park your car! Value doesn t mean cheap it means getting a lot for your money. And Seattle Southside hotels and restaurants offer some of the best value in the region.
11 Questions regarding the Seattle Southside Regional Tourism Authority brand or interpretation of this document should be directed to: ASHLEY COMAR Vice President, Marketing & Communications 3100 S 176th ST SEATTLE, WA P: F:
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