Brand Guidelines Manual 2020 - Visit Prince Rupert
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2020 Brand Guidelines Manual
THE BRAND
DISCOVER OUR NATURE SOLID GUIDELINES MAKE FOR A
SOLID BRAND IMAGE
Our brand is much more than a logo or a mere symbol. It’s the very nature of our
product. It defines the way our customers and clients perceive us. Its success as a The brand identity is controlled by Tourism Prince Rupert. Its successful
brand depends crucially on absolute consistency in the way it is used. integration depends on maintaining a uniform style in the use of its associated
graphic elements. Achieving this goal requires a set of directions related to
The PRINCE RUPERT brand icon evokes three images from nature: an eagle the projected image and the manner in which Tourism Prince Rupert’s visual
in flight (a frequent sight on the island), the water drops of ocean spray and the identity is perceived. Respecting these standards creates a corporate image that
leaves of British Columbia’s coastal rainforest. The complete brand message is is immediately recognizable and contributes to our target audience. A clear,
generated by the visual energy of the icon in combination with two typographic coherent approach in terms of words and image will likewise make us stand out for
elements: the signature PRINCE RUPERT and the tagline DISCOVER OUR our partners.
NATURE. This message is rich with multiple meanings: the natural environment
of forest and ocean, eagles, bears and whales...and the human environment
rooted in settlement, First Nations history, and a culture that maintains its
natural expression in the 21st century.
PRINCE RUPERT BRAND GUIDELINES MANUAL • 1
LOGO USE GUIDELINES
STRUCTURE OF THE LOGO A. LOGO WITH TAGLINE The PRINCE RUPERT logo was designed with specific spacing and alignments in mind that increase its readability and impact. The unit of vertical measurement employed in this manual corresponds to the height of the letters of the PRINCE RUPERT signature. This space is indicated here by the value 1 Y. The unit of horizontal measurement corresponds to the width of the PRINCE RUPERT signature. This space is designated by the value 1 X. There is a proportional relationship between the height of the icon and the PRINCE RUPERT signature. The icon measures 6 Y in height and 0.6 X in width and is centred horizontally on the signature. A space of 2 Y separates the icon from the top of the signature text. The tagline is confined horizontally between the two R’s of the signature and is separated by 1 Y from the bottom of the signature text. The new identity should always be treated as an image and reproduced (EPS, JPEG, TIFF, GIF) from the master Illustrator file. B. LOGO WITHOUT TAGLINE Sometimes the logo will be used without the tagline. This does not affect the icon and signature, whose horizontal and vertical dimensions, spacing and proportions remain unchanged. PRINCE RUPERT BRAND GUIDELINES MANUAL • 3
BUFFER ZONE A. LOGO WITH TAGLINE In any design or surface area, a minimum blank space should surround the logo. This space, known as the buffer zone, ensures the integrity of the logo by separating it from any other typographic character or graphic element that might otherwise diminish its impact or readability. The spaces around the logo define this buffer zone where no other element may be placed. Please note that the value 2 Y is equal to twice the typographic height of the letters in the PRINCE RUPERT signature. This measurement determines the buffer zone around the logo. B. LOGO WITHOUT TAGLINE In cases where the logo is used without the tagline, the lower edge of the buffer zone is measured from the baseline of the signature. PRINCE RUPERT BRAND GUIDELINES MANUAL • 4
LOGO IN REVERSE A. LOGO WITH TAGLINE B. LOGO WITHOUT TAGLINE When used in reverse, the dimension of the box in which the logo is inserted Where the logo is used without the tagline, the lower edge of the buffer zone is should correspond to the buffer zone of the logo. It is important to make sure again measured from the baseline of the signature. Rules for colours and contrast that there is sufficient contrast between the background colour of the box likewise apply (please see pages 5 and 6). and the logo itself, which will be white at all times. PRINCE RUPERT BRAND GUIDELINES MANUAL • 5
LOGO DIMENSIONS MINIMUM LOGO DIMENSIONS Rules regarding the size of the logo must be observed in order to maintain a clear visual impact of the highest quality. Because the PRINCE RUPERT logo consists of several elements with fine detail, it is important not to reduce its size below a certain limit. The width of the logo, as defined by the horizontal extremes of the signature, should never be less than 1 inches. When printed in reverse, this same dimension applies to the signature within its surrounding box. PRINCE RUPERT BRAND GUIDELINES MANUAL • 6
UNAUTHORIZED VARIATIONS UNAUTHORIZED VARIATIONS OF THE LOGO If the rules in this manual are not strictly followed, the impact created by the brand is lessened and the message the consumer receives remains confused. Where branding is concerned, consistency is key – the all-important rule in developing and applying a brand image concept. PRINCE RUPERT BRAND GUIDELINES MANUAL • 7
BRAND COLOUR SYSTEMS
COLOUR SYSTEMS The primary colours of the PRINCE RUPERT signature derive from a colour These are the colours of the special places, magnificent wildlife, natural features, chart that brings to mind the natural features of the PRINCE RUPERT region and unique cultures that embody the PRINCE RUPERT experience, contrasted and its surrounding geography. by the moody colours of the temperate coastal climate and rainforest. The graphic platform’s broader colour palette varies accordingly between the blue tints of sky and ocean, the greens of the forest, the oranges and reds of the local First Nations culture, and the ochres and browns of the earth. PRINCE RUPERT BRAND GUIDELINES MANUAL • 9
COLOUR PALETTE
Our primary colour palette stems from the PRINCE RUPERT signature, the The following comes directly from Destination BC’s Brand Guidelines:
colours of which derive from the natural features of PRINCE RUPERT and its We have a relatively wide range of colours at our disposal for expressing
surrounding geography, the colourful marine influences of the community, and our brand. They were compiled with an eye to building a palette that
the rich indigenous culture of the region. reflects the natural pillars of our province’s landscape: water, forests,
mountains, earth, air, and wildlife.
For our secondary colour palette, we take influence from Destination BC’s Brand
Guidelines (Version 4.2 Updated January 2018), choosing complementary See Destination BC’s Brand Guidelines pages 62-62 for complete
colours from their secondary & tertiary colour palettes. photography and videography guidelines.
PRINCE RUPERT BRAND GUIDELINES MANUAL • 10COLOUR SYSTEM
A. MONOCHROME LOGO (POSITIVE)
Here are the different possible monochrome variations of the MONOCHROME POSITIVE
logo using the primary colour palette.
B. MONOCHROME LOGO (REVERSE) MONOCHROME NEGATIVE
In reverse display, the logo may be varied in different ways, using
MONOCHROME NEGATIVE
primary palette colours or dark colours from the secondary
palette as a background colour. It is important to maintain an
effective contrast between the white logo and the background.
PRINCE RUPERT BRAND GUIDELINES MANUAL • 11COLOUR SYSTEM C. DUOTONE LOGO (POSITIVE) Two duotone versions of the logo are suggested. The use of gradients instead of spot colours recalls the changing colour contrasts of an eagle in flight. The colours chosen here suggest the juxtaposition of natural elements: earth and sky, or sea and forest. D. DUOTONE LOGO (REVERSE) In reverse, the duotone logo may be varied in different ways by using colours from the primary and dark secondary palettes for the box and light colours for the logo to provide maximum contrast. Avoid contrasts that are too sharp or colour contrasts that “vibrate.” Here are some effective examples. PRINCE RUPERT BRAND GUIDELINES MANUAL • 12
TYPOGRAPHY
TYPOGRAPHY
The typography is part of the overall image produced by a brand. ITC BLAIR MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ
The typefaces and fonts used will influence the way consumers abcdefghijklmnopqrstuvwxyz
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see the brand. Use of the actual typeface chosen for this purpose
the quick brown fox jumps over the lazy dog.
is therefore essential.
There are two faces used for the PRINCE RUPERT brand: ITC
BRANDON GROTESQUE
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Blair Medium (TrueType) and Brandon Grotesque. ITC Blair ABCDEFGHIJKLMNOPQRSTUVWXYZ
Medium (TrueType) is used for the logo’s signature line. Its linear abcdefghijklmnopqrstuvwxyz
and geometric qualities ideally express the brand’s more modern,
abcdefghijklmnopqrstuvwxyz
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urban aspects. Its emphatically horizontal character suggests
The quick brown fox jumps over the lazy dog.
stability and also makes a more literal allusion to the horizon. The quick brown fox jumps over the lazy dog.
This typeface will also be used for the main headlines in sections
of communication documents.
BRANDON GROTESQUE
MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Brandon Grotesque serves as a supporting typeface and will be ABCDEFGHIJKLMNOPQRSTUVWXYZ
used for body copy in flyers and brochures, as well as in other
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
communication items where continuous text is to be set.
0123456789
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
BRANDON GROTESQUE
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
PRINCE RUPERT BRAND GUIDELINES MANUAL • 14IMAGERY
IMAGERY
The imagery of PRINCE RUPERT expresses the essential nature of the place. The following comes directly from their brand guidelines:
It is therefore an integral part of the brand and must be respected according In general, we dial back superficial, primary colours and dial up velvety, earth
to precise standards in order to guarantee graphic coherence in all print and tones. Our colours take on a creamy, suede-like quality, where desaturation
electronic communications. plays a role, but not in a way that washes out an image. Rather, colours are
desaturated or reduced to a narrower band of the spectrum, rendering the
PRINCE RUPERT as a tourist destination is defined by its specific geography image to a family of cool tones and a family of warm tones. Dawn or dusk can
and unique climate. It is important that the brand imagery should express the give natural, muted hues as well as dramatic, low cross-lighting. Look for light
integrity of the place as well as its diversity and richness. The natural and human and shadow to bring dimension. Gently obscuring the subject with back light or
environments here play nature against the city, city against ocean, sea against veiling (with airborne particles such as snow, mist, or dust) can bring dimension
sky, harbours against hills...creating a rich panoply of unified contrasts and and mystery to the shot.
contrasting unities in every possible direction.
See Destination BC’s Brand Guidelines pages 14-56 for complete photography
When it comes to imagery posted to our public channels and used in our marketing and videography guidelines.
materials, here again we follow Destination BC’s lead.
PRINCE RUPERT BRAND GUIDELINES MANUAL • 16EXAMPLES GALLERY PRINCE RUPERT BRAND GUIDELINES MANUAL • 17
CATEGORIES FISHING DINING PRINCE RUPERT BRAND GUIDELINES MANUAL • 18
SHOPPING ARTS CULTURE & HERITAGE PRINCE RUPERT BRAND GUIDELINES MANUAL • 19
OUTDOOR ADVENTURE WILDLIFE VIEWING PRINCE RUPERT BRAND GUIDELINES MANUAL • 20
TONE OF VOICE
PRINCE RUPERT’S ESSENCE
The essence of the PRINCE RUPERT brand is conveyed through our messaging. means pushing our writers to find memorable and pleasing turns of phrase. It
In written communication, our tone of voice is expressed in both content (what means seeking new forms of expression that help readers see with fresh eyes. It
we say) and style (how we say it). does not mean flowery language, indulgent description or words plucked from a
thesaurus. Paintings can be overdone; so can writing. The fewer words we use to
When it comes to tone of voice in written communication, here again, as paint a vivid picture, the better. Copy should be elegant and concise, confident
with colour & photography guidelines, we follow Destination BC’s brand in its simplicity. Avoid redundancy. Use adjectives, adverbs and metaphor with
guidelines to create a consistent tone across our platforms and shared thoughtful economy. Don’t pad the writing with unnecessary description and
marketing opportunities. platitudes. Get to the point quickly but gracefully.
The following comes directly from Destination BC’s Brand Guidelines: See Destination BC’s Brand Guidelines pages 65-78 for complete tone of
We avoid typical tourism advertising. As with the photography guidelines, if the voice guidelines.
writing sounds like marketing copy, change it. We use a poetic style to build
emotion, vibrancy and immediacy. This also gives the brand a distinctive voice.
For us, poetic writing simply means: Painting a picture concisely with words. It
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