TRAVEL OREGON

Mt. Hood and the Columbia River Gorge

B RAN D STYLE G U I DE

Travel Oregon: Mt. Hood and the Columbia River Gorge | i

Dear Reader,

This style guide was developed for and with the Mt. Hood Columbia River Gorge Region. It was developed based on listening sessions, research and our own experience vacationing in the area. Our hope is that this guide

will help this amazing region speak with one voice, and speak to the active, curious, adventurous travelers who are the ideal audience for the area. When many voices speak as one, the impact is all the greater.

The guide should be fairly self-explanatory, but if you have any questions about how to use it, please feel free

to contact Jeannine Breshears.

503-655-8419 • jeannine@mthoodterritory.com

Thank you.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 1Contents

2 Manifesto

3 Introduction

4 Single-Page Executions

8 Spread Executions

10 Half-Page Execution

11 Single-Page: Mechanical Guidelines

12 Single-Page: General Guidelines Dos and Don’ts

13 Single-Page Local Co-op: How a local tourism business can use this style guide

16 Small-Space Executions

17 Banners

21 Typography

22 Additional Ready-to-Use Headlines

23 Sign Guidelines: New Headlines

26 Icons

27 Business Cards and Letterhead: Two-Sided Card Option

28 E-mail Sign-Off

29 Photography

Travel Oregon: Mt. Hood and the Columbia River Gorge | 3Introduction

For people who are bored easily.

The tagline for this campaign is “For people who are bored easily.” We feel like this sums up our manifesto perfectly and says “Oregon’s Playground” in an unexpected, conversational way. It’s also a wide umbrella for outdoor activity as well as shopping, eating, visiting historical sites, relaxing and everything else that’s possible in the region, and suggests Hood-Gorge is a place you need more than a day to enjoy.

The visual inspiration for the creative direction is the wooden signs found throughout the hikes, lakes and trails of the region. We feel these signs are true to the experience of exploring

the region and will stand out from competing communication. We also intend for these signs to contain all of our copy elements—the name of the region, a headline that corresponds to

the photo, our campaign tagline and the tourism URL.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 4Single-Page Executions

80% of actual size

Travel Oregon: Mt. Hood and the Columbia River Gorge | 5Single-Page Executions

80% of actual size

Travel Oregon: Mt. Hood and the Columbia River Gorge | 6Single-Page Executions

80% of actual size

Travel Oregon: Mt. Hood and the Columbia River Gorge | 7

PHOTO FPOThis photo is For Placement Only. When we go shoot this we

will shoot it with an apple to stay seasonal with the line.

Single-Page Executions

80% of actual size

Travel Oregon: Mt. Hood and the Columbia River Gorge | 8Spread Executions

80% of actual size

Travel Oregon: Mt. Hood and the Columbia River Gorge | 9Spread Executions

80% of actual size

Travel Oregon: Mt. Hood and the Columbia River Gorge | 10Half-Page Execution

Here is how the half-page ad looks in a magazine.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 11

Trim: 10.875"

Safety: .4375"

Trim: 10.875"

Safety: .4375"

Trim: 8

.375

"

Safety: .4

375

"

Trim: 8

.375”

Safety: .4

375

"

JOB ORTCORM12023TITLE Visitor GuideCLIENT Oregon TourismFILE ORTCORM12023_VisitGuide_8375x10875OFFICE USA–PortlandECD Susan Hoffman/Mark Fitzloff

CD Chris Thurman / Andrew DicksonAD Chris Thurman CW Andrew DicksonSD Brad SimonSM Corey IngrasinPM Jane Monaghan

AE Margo LatkaAP Tommy AlfsonPHOTO Tyler RoemerILLUS n/aDESIGN Brad SimonCOLOR Greg Radich

PUB Visitor GuideISSUE AprilBLEED 8.625" x 11.125" TRIM 8.375" x 10.875" SAFETY .4375” each sideGUTTER n/a

USAGE 1 year North America consumer and trade print, outdoor, retail (POP, in-store), collateral, industrial/PR, digital/ internet, and video.

TRACKING NUMBER ORTCORM12023

Single Page: Mechanical Guidelines

Place the wooden headline file to be about 3.75" wide. The height of the headline box will vary depending on which headline you use.

Once the headline box is placed, center it both horizontally and vertically against the image. The headline box will always be centered on the page.

about 3.75” wide

Travel Oregon: Mt. Hood and the Columbia River Gorge | 12Single-Page: General Guidelines Dos and Don’ts

The headline treatment should always be placed in the center of the ad.

In the majority of resizes, only the crop of the image should change and the scale of the sign will remain (see example).

DO NOT place the headline sign in other locations.Example of resize.

DO DON’T

Travel Oregon: Mt. Hood and the Columbia River Gorge | 13Single-Page Local Co-op: How a local tourism business can use this style guide

Action AnglersExpert guides for fly-fishing the Sandy River for trout,

steelhead and smallmouth bass

www.actionanglers.com

How a local tourism business can use this style guide.

Type should be set using 7 pt. Avenir Roman 55 and centered on the page at the bottom within the page safety.

If the image is too light to use knocked-out type, then setting the copy in black is recommended.

80% of actual size

Travel Oregon: Mt. Hood and the Columbia River Gorge | 14Single-Page Local Co-op: How a local local destination/community can use this style guide

Cycle the orchards and ride the cliffs of the Columbia River Gorge in The Dalles.

How a local destination/community can use this style guide.

Type should be set using 7 pt. Avenir Roman 55 and centered on the page at the bottom within the page safety.

If the image is too light to use knocked-out type, then setting the copy in black is recommended.

Update the region to reflect the local destination/community.

Update URL to reflect the local destination/community

80% of actual size

Travel Oregon: Mt. Hood and the Columbia River Gorge | 15Single-Page Co-op Execution: How local tourism businesses can use this style guide

best western plus columbia river inn

Spacious guestrooms with exceptional views of the Columbia River and Bridge of the Gods. Complimentary hot breakfast, indoor pool & spa. Minutes to hiking, biking, sailing and river cruises.

735 Wanapa St | Cascade Locks, OR800.595.7108 | www.bwcolumbiariverinn.com

the Dalles, oregon

Quo et vitio et officid qui coratestrum ut aut fugitio rruptae preperore estiore vid ulliqui quia verate suntetus incia conseque nihilibusam esequam idem sentumquam hitis simusci enihici.

The Dalles, Oregon www.ci.the-dalles.or.us/

Full sail brewery

Git qui sam hiliquis autem la voluptibusam harciendi offic tem aut eos molorum laborep taeremo leseque aut eiunt mi, volent. Met pro ipsunt ipsam asperes susandaes mil maiorum ratem sed mi, si bera comnimodis eos excepero enda

506 Columbia Street | Hood River, OR www.fullsailbrewing.com

action anglers Fly-Fishing

Expert guides for fly-fishing the Sandy River for trout, steelhead and smallmouth bass.

503.784.1217 | www.actionanglers.com

Travel Oregon: Mt. Hood and the Columbia River Gorge | 16Small-Space Executions

Travel Oregon: Mt. Hood and the Columbia River Gorge | 17Banners: 728 x 90

1. Headline.

2. Photos populate the banner to cover the sign.

3.Photos fully cover the sign and stay up for three seconds.

4.Photos disappear from the banner to reveal a new sign.

5. New sign is revealed.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 18Banners: 300 x 250

1.

1.

Version 1

Version 2

2.

2.

3.The pink area represents which part of the image stays static. It will NOT be pink in the final output. Thus the foreground of image stays static as the background pans from left to right. A Ken Burns–like effect.

3.The pink area represents which part of the image stays static. It will NOT be pink in the final output. Thus the foreground of image stays static as the background pans from left to right. A Ken Burns–like effect.

4.

4.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 19Traveloregon.com Banners: 300 x 105

Travel Oregon: Mt. Hood and the Columbia River Gorge | 20Banners: Facebook

The copy for the Facebook ad should be short and to the point. The call-to-action headline “Visit Oregon’s Mt. Hood/Gorge” should always remain, regardless of what photo is being used. The headline associated with the photo should be used.

It is important to have a short, clear message. Action verbs work best.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 21Typography

Pr i mary font

Railroad Gothic is the primary font used for the signs. All caps is recommended.

Railroad Gothic

ABCDEFGHIJKLMNOPQRSTUV W XYZ123456789To purchase font, visit http://www.myfonts.com/fonts/redrooster/railroad-gothic-rr/

S ECon dary font

Avenir 95 Black is the secondary font for the signs. All caps is recommended.

Avenir 95 Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

To purchase font, visit http://www.linotype.com/72/avenir-family.html

The Mt. Hood and Columbia River Gorge typographic style consists of two typefaces: Railroad Gothic and Avenir 95 Black.

To ensure continuity, these fonts are to be used in all printed works.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 22Additional Ready-to-Use Headlines

Hiking Line Cabin Line Campfire Line: Portland-specific Campfire Line: General Region

Cycling Line Culture Line Hot Tub Line Snowboarding Line

Travel Oregon: Mt. Hood and the Columbia River Gorge | 23Sign Guidelines: New Headlines

The height of the middle portion of the sign can adjust depending on the length of the headline, but the width should remain the same. Some guides have been provided in the PSD. An editable layer is in the PSD where the new headline can be inputted. After rasterizing that layer, copying a layer style from the PSD will give the effect of the type being carved into wood.

The top part always remains the same.

Width remains the same

The bottom part always remains the same.

In the event that a new headline needs to be created, these guidelines should be followed to ensure consistency.

Step-by-step instructions are on the next page and should be carried out by someone with working knowledge of Photoshop.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 24

STEP 3.

If the headline is longer than two lines, you can adjust the position of the wood panels.

STEP 4.

Scale the middle wood section.

STEP 1.

Open the “MasterHeadline.psd” file.

STEP 2.

Input the new headline, adjusting the size of the type to fit within the guidelines for width.

Sign Guidelines: New Headlines

Turn on the visibility of the HEADLINE TYPE EDIT folder. A new headline can be inputted on this layer. Make sure you have Railroad Gothic installed and active. The vertical guides show the area in which the headline should stay. The type can be scaled in order to fit in this area.

Grab the two bottom layers and move them down to create more space for the headline. The new bottom spacing should match the top spacing.

x

x

Select the MIDDLE layer.Go to EDIT > TRANSFORM.Scale the middle wood piece by stretching it down to touch the new position of the bottom piece.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 25

STEP 5.

Make a selection from the new headline and create color fill.

STEP 6.

Set layer to Multiply and adjust Opacity.

Sign Guidelines: New Headlines

STEP 7.

Create a new layer from the type selection and copy the effects for DARKEN.

STEP 8.

Create a new layer from type selection and copy effects for CARVE DEPTH.

Make a selection of the new headline by Command clicking the type layer. With the selection active, create new fill layer using the CMYK build of C26 M60 Y93 K62 as the fill color.

Create a layer with a new selection of the type and fill with a black build of C92 M83 Y75 K99.Name this layer “Darken.”Paste the layer style copied from the layer DARKEN.LAYER > LAYER STYLE > PASTE LAYER STYLE.

Create a layer with a new selection of the type and fill with a black build of C92 M83 Y75 K99.Name this layer “Carve.”Paste the layer style copied from the layer CARVE DEPTH.LAYER > LAYER STYLE > PASTE LAYER STYLE.

Copy the layer style from HEADLINE TYPE EFFECTS folder layer DARKEN.LAYER > LAYER STYLE > COPY LAYER STYLE.

Copy the layer style from HEADLINE TYPE EFFECTS folder layer CARVE DEPTH.LAYER > LAYER STYLE > COPY LAYER STYLE.

Set the layer to Multiply and 10% Opacity.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 26Icons

Communication comes in all shapes and sizes. While exploring this campaign we wanted to look at how small we could go

and still communicate Oregon’s Playground—FOR PEOPLE WHO BORE EASILY. When the communication is too small for

a photo to work (anything smaller than a 1/4-page ad), you can use one of these graphic icons on wooden backgrounds. You

might see something similar on the side of a road telling you what you can do in an area. The fun part about these is you can

mix and match the icons with whatever activity you need. The possibilities are endless. So if there is an icon missing, let us

know and we can probably make one for you.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 27Business Cards and Letterhead: Two-Sided Card Option

Front side of card

jeannine breshearsJeannine BreshearsDestination Marketing Manager

Clackamas County Tourism & Cultural Affairs

150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045TEL 503.655.8419CELL 503.709.7488FAX 503.742.5907jeannine@mthoodterritory.com

jeannine breshearsJeannine BreshearsDestination Marketing Manager

Clackamas County Tourism & Cultural Affairs

150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045TEL 503.655.8419CELL 503.709.7488FAX 503.742.5907jeannine@mthoodterritory.com

Front side of card Back side of card

Back side of card

Clackamas County Tourism & Cultural Affairs

150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045TEL 503.655.8419CELL 503.709.7488FAX 503.742.5907www.mthoodterritory.com

At quibus imi, te sincim eum re odio. Et elis volupiciis dolorer rovidun duntium as ressimil illabor rumquae poriam facius quodipsam sunt, ommod qui beat quasitam nonsed modisint eos eturisit vendaecte expliqui doluptio occae. Udignienis quas eum ero conseque velessitas dolest ratem fugit, tem reiunditassi ommoles rendigenes il-loreperum ressimus et quat.

Obis acias et qui acerunt la eatiis molorun tiscium harcidus, sitis ut et ea commod utemodi catur?

Gia cumet everitat. Nullab ipicim erferum, sit voluptamus, sit aspero tecae nullore, comniminum, od underum explabor aliquam inctis volorepe rem latiant et placcae. Nemoloribusa cullab ilitatur aboriam conem. Itae oditemporero de vel iunturera vol-orem rae. Et elenimet magnit, to cuptas dolendamet parunto tatibus et fuga. Asint est eaquodit int placcae eum qui culpa volupta qui officia estotaqui doluptatium aut am, sediciunt odis a culpa nulparc ipsunti asitassint voluptaque nonet porem aut adi dolup-tate volupta exceaquibus cus aut omnimolupti iusamusdae volenis eum quas reperionse exercip sanihil luptatibus sumquos

molorem volo volorecatem quo molor repre aut rem dolupta tumque dolorrore esed es porum haruptate plis poriosa ndandis mincitaquia voluptia evelit ilis eriberatur autem asperatatio tem quia assunditin nonecepeles eost ut ut dolenimaio beati inctur? Rovi-tatio. Am ex ea ium qui tem quiaerio. Nam harit quiam nestrum corestrum voluptate magnata vellab ideliquo dus acesciis el imagni rerrovit, omnim dolorpo reperae eum fugit liciliquatus eatem sitio tet porporendus dolendis evenis assimilibus, quunt audae occum quam vit quos vero que ea quat digenia temposa piendant que cum a quatusda quidustium eum aute nostium earum

Travel Oregon: Mt. Hood and the Columbia River Gorge | 28E-mail Sign-Off

jeannine breshearsJeannine Breshears Destination Marketing Manager

Clackamas County Tourism & Cultural Affairs

150 Beavercreek Road, Suite 245 Oregon City, Oregon 97045TEL 503.655.8419CELL 503.709.7488FAX 503.742.5907jeannine@mthoodterritory.com

Travel Oregon: Mt. Hood and the Columbia River Gorge | 29Photography

Photography

On the next page (and previously in the presentation) is a sampling of the types of images we would want to use to help people get a sense of what they are in

store for when they vacation in the Hood-Gorge area, whether it’s the togetherness of sitting next to a campfire or the invigorating experience of kiteboarding.

We will use local photographers to help establish a look that can be ownable.

Travel Oregon: Mt. Hood and the Columbia River Gorge | 30Approved Photography: Tyler Roemer

road CyCli ng tB d fr u it looP tB d H i Ki ng tB d Cam Pi ng tB d

KayaKi ng / r iVE r tB d

Hood River, below the Copper Dam

Timberline Ski Resort

Mount Hood, Timberline Ski Resort

Whoops Trail outside of Hood River The Hood River Sand Bar on the Columbia Gorge

Travel Oregon: Mt. Hood and the Columbia River Gorge | 31Reference/Inspirational Photography

PLEASE NOTE: These are all unlicensed photos that have been collected for the sole purpose of providing

reference and inspiration for future photography. None of these should be considered for direct usage.

Thank You