Travel OregonStyle Guide December 2010

Welcome to OregonRecently we evolved our Travel Oregon brand campaign, moving from the profiles of dreamers in our “Book of Oregon” print ads, to maps and videos highlighting Oregon dreamers, and also the many incredible things to see and do across the state.

The new campaign continues to tell the interesting stories our state has to tell, but it also encourages visitors to get out there and become part of the narrative. “Oregon. We love dreamers.” becomes not only a way to learn about Oregon idealists, but also an invitation to become one yourself, even if you’re only here for a short visit.

We’ve been putting most of our efforts into two seasons, spring and fall. In spring we focus on outdoor adventures like hiking, biking, golf and adventure sports. In fall, we promote the Oregon bounty—the wonderful food, beer and wine being made with local ingredients and enjoyed throughout the state.

To communicate this idea visually, we’re pairing hand-drawn illustrations and type with Polaroid photography. Stylistically it suggests a real-life amusement park that invites the viewer to enter and enjoy.

This guide is our road map for keeping the look and feel of all brand communication consistent. We’ve included the reasoning behind and examples of logos, typography, illustration and photography. And at guide’s end we’ve included campaign “watchouts” using some of the past work as examples.

Let’s dig in.

Oregon Voice

Oregon Logos

Brand Typography

Oregon Photography

Oregon Illustrations

Oregon Maps

Campaign “Watchouts”

Improved Design Examples

4–5

6–9

10–11

12–16

17–32

33–40

41–52

53–57

Table of Contents

OregonVoice

5

Brand VoiceA good writing example:

Why Oregon? Because Oregonians are wild, adventurous and inquisitive. Oregon is a place where people often find themselves roaming endlessly with no other goal than the next great meal, powdery slope, lighthouse view or salmon run. We encourage you to approach Oregon the way Oregonians do, with a sense of humor and adventure. So giddyup! You’ve got some Oregon exploring to do...

Photo caption examples:

• Gorge yourself in the Gorge, Nora’s Table, Hood River

• Meat. The new tofu.—Olympic Provisions

• Slurp a hazelnut mocha at Bella Main Street Market, Baker City

• Lighthouse it up…and down the coast

General Tips:

• Tone should be more conversational than a typical travel brochure. Write as if you’re talking to a friend.

• Use exclamation points sparingly, if at all. There are better ways to express enthusiasm.

• The Oregon voice is like that of a quirky uncle who is proud of his home state, but he’s not desperate to convince you how great it is. He just lays out the facts in his own colorful way and lets you decide for yourself.

OregonLogos

7

PMS 357 C R=0, G=96, B=37C=80, M=0, Y=100, K=56

Travel Oregon Brand LogosThe font for the Oregon Brand logos is Antique Olive Black. When designing these logos it is important to have a very graphic negative and positive play on shapes. Simplicity is key. How few elements can we use to communicate what we’re selling?

8

One-color versions In black-and-white media such as newspaper articles, ads or flyers; it is best that the logo be reproduced in solid black.

PMS 160 C R=162, G=79, B=29C=23, M=73, Y=100, K=13

PMS 195 C R=153, G=0, B=51C=29, M=100, Y=81, K=36

PMS 5757 C R=88, G=99, B=28C=58, M=38, Y=100, K=20

PMS 301 CR=0, G=102, B=153C=93, M=61, Y=9, K=1

PMS 718 C R=204, G=102, B=51C=8, M=159, Y=100, K=0

PMS 383 C R=125, G=205, B=0C=51, M=0, Y=100, K=0

PMS REFLEX BLUE R=0, G=74, B=153C=100, M=75, Y=0, K=0

PMS PROCESS BLUE R=0, G=122, B=187C=100, M=31, Y=1, K=0

PMS WARM RED C R=255, G=102, B=51C=0, M=75, Y=90, K=0

PMS 3268 C R=0, G=153, B=153C=77, M=6, Y=47, K=0

PMS 702 C R=255, G=102, B=102C=5, M=71, Y=38, K=0

PMS 5483 C R=51, G=153, B=153C=76, M=26, Y=37, K=1

9

Oregon Destination Marketing Organizations

PMS 362 C R=51, G=153, B=51C=74, M=8, Y=100, K=0

PMS 021 C R=255, G=153, B=51C=0, M=53, Y=99, K=0

PMS 377 C R=102, G=153, B=51C=59, M=18, Y=100, K=2

PMS 377 C R=102, G=153, B=51C=59, M=18, Y=100, K=2

BrandTypography

11

Scrappers Hand-Lettering

Archer BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

Archer BookA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

Helvetica (1st choice)A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

–or –

Arial (2nd choice)A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

Brand TypographyThere are four fonts for the current campaign: Scrappers Hand-Lettering, Archer Bold, Archer Book and Helvetica (or, for default, Arial). In general, use Scrappers Hand-Lettering for playful headlines, captions and short descriptions. Use Archer for web headlines and longer pieces of copy and Helvetica (or Arial) for web-based copy.

PrintHeadlines/Map Titles: Scrappers Hand-Lettering. If not possible, use Archer Bold.

Polaroid Photos and Illustration Captions: Scrappers Hand-Lettering. If not possible, use Archer Book.

Body Copy: Archer Book.

WebHeadlines: Archer Bold, title case.

Web Polaroid and Illustration Captions: Archer bold, sentence case (when Scrappers Hand-Lettering is not possible).

Body Copy: Archer Book, sentence case.

Helvetica (or Arial) can be used on the web only when a second font is needed in addition to Archer to break copy up and give the viewer’s eye some relief.

OregonPhotography

13

Oregon PhotosWe use Polaroid photography throughout the campaign. Even when using an image that wasn’t taken as a Polaroid, photos should be cropped like a Polaroid and the telltale white border should be added to make the image look like a Polaroid.

Polaroid was chosen to suggest snapshots taken by a tourist on a trip as opposed to a hired professional photographer. It makes the campaign feel fun, intimate and accessible to all.

We have an archive of Polaroids taken on trips across the state, each with their own caption. These should be used whenever possible. It is preferred that polaroids be placed at right angles, not tilted.

When using images not commissioned for Travel Oregon, here are some guidelines.

• There should always be a focus or main object to attract the eye. • Rich colors that contrast and an interesting composition increase interest. • There should always be a subtle degree of shadow under the polaroids.

To receive our polaroid border, please contact: holly@traveloregon.com

14

15

16

OregonIllustrations

18

ScrappersJustin “Scrappers” Morrison is a modern-day mountain man, as comfortable camping deep in the Oregon backcountry as he is drawing in his studio in Portland. Scrappers created both the hand-drawn type and the illustrations for the campaign. Whenever possible, he should be hired to create new imagery for campaign extensions.

Please contact holly@traveloregon.com for illustration requests.

19

Oregon IllustrationsScrappers’ hand-drawn illustrations were chosen to help make Oregon feel like a real-life adventure theme park. They feel inviting and accessible and remind viewers that vacations are supposed to be fun.

20

Oregon Illustrations

21

Food Illustrations 1

22

Food Illustrations 2

23

Drink Illustrations

24

Animal Illustrations

25

Golfing and Cycling Illustrations 1

26

Golfing and Cycling Illustrations 2

27

Activity Illustrations 1

28

Activity Illustrations 2

29

Activity Illustrations 3

30

Lodging Illustrations

31

Landmark Illustrations

32

Background PaperWe recommend using newspaper background for all brand communications. It helps our new campaign stay connected to the “Book of Oregon” campaign, feels warm and inviting and has a handcrafted feeling that is consistent with what the state has to offer.

Oregon Maps

34

TASTEBUD-CENTRIC EXTRAVAGANZAOregon State Map

WILLAMETTE VALLEYOregon Regional Map 1 of 7

TAGLINE COPY: Eat, drink and sleep your way across Oregon during our annual culinary extravaganza, Oregon Bounty. traveloregon.com/bounty (line can be used on other pieces of communication)

35

OREGON COASTOregon Regional Map 2 of 7

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SOUTHERN OREGONOregon Regional Map 3 of 7

CENTRAL OREGONOregon Regional Map 4 of 7

37

EASTERN OREGONOregon Regional Map 5 of 7

MT. HOOD AND THE GORGEOregon Regional Map 6 of 7

38

PORTLANDOregon Regional Map 7 of 7

39

CYCLIST’S DREAMOregon Outdoor Map 2 of 3

DAREDEVILOregon Outdoor Map 1 of 3

40

WANDERFEASTOregon Bounty Map

OBSESSIVE GOLFEROregon Outdoor Map 3 of 3

Campaign “Watchouts”

42

Now that’s a tomato

Meat. The

new tofu

Pedal for Pino

t

New boyfriend

Use Scrappers Hand–Lettering or

Archer for Polaroid captions.

Picture doesn’t have enough contrast, so it

doesn’t pop off the page.

Great pictures. The elements really pop out.

Make the words Oregon Bounty same size as Wanderfeast.

Enlarge banner and URL lockup to cover the entire bottom of the page if size get too small.

Path should continue off the page so it

feels like there’s more adventure out there.

Vary size of illustrations to create interest.

Shortening paths would allow room for illustrations to be enlarged.

1/2-PAGE AD_front

DO NOT TILT IMAGES

Review of External WorkFollowing is a detail-by-detail review of ways external work could better follow brand guidelines.

43

Copy is too big. Making it 2pts smaller would

make it easier to read.

Lock up logos so that everything is aligned and looks like one unit.

Align rag as much as possible.

Use more illustrations to playfully interrupt copy.

Make sponsor logos 60% smaller so we understand it’s a Travel Oregon piece.

Travel Oregon logos should always be placed on bottom right corner.

Section of ad shown at actual size.

Not well placed.

1/2-PAGE AD_back

44

Make the words Oregon Bounty same size as Wandern & Genuss Im Überfluss.

Choose fewer photographs and illustrations and make them bigger. Instead of 7 images, choose 3–5 in a space this size.

Choose fewer illustrations and vary the size to allow more breathing room and increase the white space.

Call to action can take up to 70% of bottom.

Color bar should be 1/4in from trim.

Section of ad at actual size.

B2B AD

DO NOT TILT IMAGES

45

ADDED VALUE 1/6 BW AD_Wine Spectator

Illustration is so small it’s hard to tell what it is. Make it larger or remove.

DO NOT TILT IMAGES

Good use of simple elements for a small space execution.

46

Color bar should be 1/4" from trim.

Travel Oregon logo should be more prominent.

Use Scrappers Hand-Lettering or Archer for Polaroid captions.

Continue the path off the page to suggest there’s more adventure out there.

See reference below for proper traveloregon.de placement.

Logos should align.

trav

elor

egon

.de

FULL-PAGE AD

DO NOT TILT IMAGES

47

FOOD.TRAVELOREGON.COM

Use Archer for body copy when we have a few sentences. Longer pieces of copy should use Helvetica (or default to Arial).

Keep frames same proportion as a Polaroid.

Do not tilt logo frame or anything else.

48

MAGAZINE.TRAVELOREGON.COM

Make sure images are iconic and memorable. Use Archer Bold for headlines.

Ads should be placed along bottom or side so as not to compete with Travel Oregon.

All photographs should have Polaroid frame.

Too much copy. We recommend keeping the strong headline above. It’s enough to draw attention to story.

Good headline.

Ads should be placed along bottom so as not to compete with Travel Oregon.

49

Travel Oregon should be the only logo at the top of an email.

Reduce the scale of this image and move to the bottom of the page.

Make sponsor logos smaller and keep them aligned at the bottom of the page.

Try to keep images in Polaroid-size frames and in proportion. This particular image doesn’t communicate anything special about Oregon.

Headlines should be in Archer for all blocks of copy on right edge.

Headlines should be in Archer.

Body copy should be in Helvetica.

Body copy should be in Helvetica for all blocks of copy on right edge.

If Scrappers Hand-Lettering is not available, please use Archer.

Overall, viewer should take away the most important things from this email. There is too much competing for viewer’s attention.

E-NEWSLETTER

DO NOT TILT IMAGES

50

Make the boxes all the same size.

Recommend looking at sites and newsletters like Daily Candy.

E-NEWSLETTER_continued

DO NOT TILT IMAGES

51

BANNERS_Best Western Media

Switch the end card so we understand it’s a Travel Oregon piece.

52

BANNER

Path should travel through illustrations so they seem like destinations on a visitor’s journey.

Improved Design Examples

54

FULL-PAGE AD

55

MENU FOR JOURNEY TRADE EVENT

56

MENU FOR JOURNEY TRADE EVENT

57

BANNER

Thank YouQuestions? Please contact: Holly Macfee Director, Brand Strategy Travel Oregon holly@traveloregon.com 503 378 8862