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Montana Brand Book 2: Activation (DRAFT) - Montana Office of ...

Montana Brand Book 2: Activation (DRAFT) - Montana Office of ...

Montana Brand Book 2: Activation (DRAFT) - Montana Office of

T A B L E O F C O N T E N T S I. Introduction- Let’s Fire It Up II. Part 1- What Are We Saying? a. What Is A Brand and Why Does It Matter? b. The Montana Brand- Statements and Values c. How Can You Use These Statements and Values? III. Part 2- Who Are We Talking To? a. Geotourism b. Why Geotourism Is the Right Fit for Montana c. The Geotourist d. The Montana Traveler e. Key Geotourist Traveler Descriptions f. A GeoCore Personified g. A Frugal Experientialist Personified h. How Travel Montana Is Using the Pyramid i. How You Can Use the Pyramid IV. Part 3- How Do We Speak To Them? a. Logo Standards b. Logo Color Palette c. Proper and Improper Logo Usage d. Typography Standards e. Typography Stylistic Examples f. Color Palette g. Copy Standards h. Photography Standards i. Good Photo Better Photo Examples j. Example Images to Iconify Most Spectacular Scenery k. Images to Iconify Exhilarating Experiences By Day l. Images to Iconify Comfort By Night in Charming Small Towns with Hospitality 1

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