Destination Brand Guidelines - Thedms.co.uk

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.
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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
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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.
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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
Sub Regional Materials
partners
Sense of Place
maryport
coniston
tarn hows, tilberthwaite
and torver
ullswater
Carlisle and Hadrian’s Wall
Keswick & North Lakes
www.golakes.co.uk
www.golakes.co.uk
www.borrowdale.com
www.golakes.co.uk
www.ullswater.com
9

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
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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.
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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.
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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
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