Brand Style Guide - Russian River

r iver. redwoods. relaxed.Style Guide

The Russian River brand represents the image of our area as a desirable place to do live, work and play. It carries an evocative message of

promise to our visitors and reinforces community pride among our residents. Marketing communications used to promote the Russian River

brand represent our promise made. The experiences a resident or visitor has in our community represents the promise kept.

The purpose of this Brand Style Guide is to maintain brand consistency in all marketing communications used to represent Russian River. It

is crucial that we speak with one clear voice so that our message is amplified to reach our audience. Although it is impossible to address all

conceivable interpretations of the Russian River brand, this guide does, however, convey key elements and style attributes of a destination

community.

The tools in this guide will help build Russian River’s brand equity, transforming it into a desirable destination for visitors and a proud home for

it’s residents.

Introduction

Contents

Introduction

The BrandWhat is a Brand?The Russian River Brand

Brandmark, Wordmarks & TaglineBrandmarkWordmarksTaglineClearspaceMinimum Sizes

Permitted & Prohibited UsePermitted, 4 ColorPermitted, Single ColorPermitted, ReversedProhibited

The Brand PropertiesColor PaletteSupport FontsPhotographyGraphic Elements

Brand ApplicationsBusiness CabinetPress ReleaseBrochure Folded MapPrint AdvertisingWine Labels

0.1

1.01.11.2

2.02.12.22.32.42.5

3.03.13.23.33.4

4.04.14.24.34.4

5.05.15.25.35.45.55.8

Water BottlesCoffee CupCoastersCap T-shirtsShopping BagsStreet BannerWebsiteSmart Phone or Tablet App

The Brand SignatureOverviewSignature for BrochureSignature for Rack Card or LeafletCo-branding

5.95.105.115.125.135.145.155.165.17

6.06.16.26.36.4

The Brand

What is a Brand?The Russian River Brand

1.11.2

1.1

What is a Brand?

A brand is the collective message we present to our market. Simply put, a brand is the perception people have

of us, regardless of our intent. A Brand Strategy is the process a community undergoes to develop campaigns

that deliver an intended message targeted to a specific audience. If successful, the right message will reach our

intended audience.

There are many who think a logo is the brand. A logo is merely a visual emissary–an iconic representative of the

brand. A brand is more than our visual communications. It’s our reputation and history. It’s the experiences our

visitors leave with, the amenities our community offers and the results of our actions. A strong brand comes from

earned credibility.

Externally, branding increases visitor awareness. If developed correctly, a brand will differentiate our community

from others. It will increase visitor returns and, more importantly, increase dollars spent here. Internally, brand

consistency will align marketing and communications activity among our residents, business owners and

community representatives. It will reinforce community pride and loyalty thus improving visitor experience.

1.2

The Russian River Brand

Concept

This brand concept focuses on the mood and healing characteristics of the redwood forest and river setting - the

Russian Rver area as a “sanctuary” for people seeking rest and relaxation. The small resorts, rental houses and

natural environment create a haven for rejuvenation. The combination of a nurturing natural environment of the

forest and river along with the community attributes of acceptance and “life in balance” creates a special place of

mental, spiritual and physical restoration.

The Brand Promise

The Russian River area is a sanctuary not only for the noble redwoods but for all those who enter this place of

rest, relaxation and quietude. Here is where the mind and spirit unplugs and rejuvenates. Here you can find

yourself, rediscover your friends and family and get as grounded as the trees that surround you.

Values

• Abalancedlife.

• Honoringthevitalityofnature.

• Buildingmemories.

• Pleasurefromsimplethings.

• Abeliefintherestorativepropertiesoftheoutdoors.

• Healthyfamilyrelationships.

• Aplacewhereallarewelcome.

Personality

“The Russian River Area is a confident woman, socially and ecologically aware. She possesses a desire to assist

others to achieve balance in their lives.”

1.3


Essence

“Where the mind and spirit rejuvenate.”

Emotional Benefits

• Tranquilityfromtheambientenvironment.

• Asenseofwell-beingfromrestandrelaxation.

• Aconnectionwithfriendsandfamilyinasupportivesocialenvironment.

• Delightthroughdiscoveryandoutdoorexploration.

• Arestoredbodyandspirit.

The Brand in Action

Ease of Accessibility

• EasydrivefromSanFranciscoorSacramento

• Readyavailabilitytopurchasequalitywine

• Easyaccesstoinformationandmaps

• Easynavigationthroughawayfindingsystem(indevelopment)

• Easyaccesstooutdoorrecreationopportunities

Relaxation

• Leisurelylunchesanddinners

• StrollsinArmstrongWoods

• FloatingtheRussianRiver

• Wine-tastingnearby

• Bar-hoppingwithfriends

• Shortwalkstotheicecreamstoreandespressobar

1.4


The Brand in Action/Relaxation, continued

• Golfingamongtheredwoods

• Nofreewaynoise

• Attendingmusicevents

• Smellingthefreshair

• Aleisurelyhikealongtherivertrails

• Sippingwineonthedeckoverlookingtheriver

• WarmingupfromSanFrancisco

• CoolingdownfromSacramento

• Makingaspecialtriptothebakery

• StrollingMainStreet

PersonalReward

• Takingthatmemorablephotograph

• Forgettingyourstresses

• Havingtimeforromance

• Feelingcomfortableaboutwearingcomfortableclothes

• Pamperingyourselfataluxuryspa

• Readingabookinpeaceandquiet

Brandmark, Wordmarks & Tagline

BrandmarkWordmarksTaglineClearspaceMinimum Sizes

2.12.22.32.42.5

2.1

BrandmarkTheRussianRiverbrandmark(logo)isthegraphic nucleus from which all visual communications revolve. With consistent exposure through comprehensive visual communications, Russian River’s brand equity will increase.

There are 3 primary components of the Russian River brandmark:

1. The typographical portion of the logo is a stylized derivative from the Rosemary font.

2. The tree “icon” is the visual center of the brandmark. It represents the redwood forest.

3. The blue “swash” gives the brandmark a visual foundation. It represents the river and implies a shadow cast from the tree icon.

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r iver. redwoods. relaxed.

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2

2.2

WordmarksThe Russian River wordmarks are subsidiary to the brandmark. They are used in applications where the brandmark’s legibility is compromised or when the tree icon is used as a separate graphic.

1. The inline version for horizontal applications.

2. The stacked version for vertical applications.

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2

2.3

balanced. by nature.

C A L I F O R N I A


C A L I F O R N I A

X

Equals X

Equals X

XEquals X

Equals 120% of X

Y

Y

XEquals X

XEquals X

Y

Y

Y

TaglineThe tagline will never be used without the brandmark or wordmarks. In rare cases, it may be located away from the marks but always on the same visual display.

1. When Y is more than 2” in length, the distance from the bottom of the blue swash to the top of the letter “b” in ”balanced” is equal to the distance between the baseline of Russian River andthebaselineofCalifornia.

The letter height of the tagline is equal to the distance between the baseline of Russian River and the baseline of California.

2. When Y is less than 2” in length, the distance from the bottom of the blue swash to the top of the letter “b” in ”balanced” is equal to the distance between the baseline of Russian River andthebaselineofCalifornia.

The letter height of the tagline is 120% of the distance between the baseline of Russian River and the baseline of California.

3. When the inline tagline is used with either of the wordmarks, it is positioned, on center below the wordmark equal to the height of the lower case “e” in balanced. The length of the tagline is equal to the length of “Russian”.

In rare cases, it may be dropped away from the wordmark but must remain aligned.

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2.4

C A L I F O R N I A

Clearspace1. A minimum clearspace on the top and bottom of the Russian River brandmark and wordmarks is indicated as a light grey version of the letter “e”. It must be maintained at all times.

2. A minimum clearspace on either side of the Russian River brandmark and wordmarks is indicated as a light grey version of the letter “R”. It must be maintained at all times.

These areas must never be invaded by other graphics or photographic elements.

In rare cases, low contrast photographic elements may appear behind the brandmark but it is recommended that the brandmark and wordmarks remain isolated.

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1

2.5

1 1/2"

3/4"

5/8"

3/8"

Minimum Sizes1. The Russian River brandmark is designed to maintain legibility in very small applications. When used with the Californiasignature,it’sminimumsizeshould be no less than 1 1/2” from the left edge of the upper case “R” to the right edge of the lower case “r”.

2. IfusedwithouttheCaliforniasignature,it’s minimum size should be no less than 3/4” from the left edge of the upper case “R” to the right edge of the lower case “r”.

3. The minimum size for the inline version of the wordmark should be no less than 5/8” from the left edge of the upper case “R” to the right edge of the lower case “r”.

4. The minimum size for the stacked version of the wordmark should be no less than 5/8” from the left edge of the upper case “R” to the right edge of the lower case “r”.

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2

Permitted & Prohibited Use

Permitted, 4 ColorPermitted, Single ColorPermitted, ReversedProhibited

3.13.23.33.4

3.1

Permitted,4ColorThe following rules describe permitted, 4 color brandmark applications.

The 4 color brandmark must always be placed over white, off-white, cream or a low contrast neutral texture.

3.2

Permitted,SingleColorThe following rules describe permitted, single color brandmark applications.

1. Single color versions of the brandmark include Black, Wet Stone and Green Forest.

2. A single color brandmark may be placed over white, off-white, cream, a low contrastneutraltextureor20%(orless)tint of it’s own color.

3. Foruseinsignage,thebrandmarkmaybe made out of dimensional material as long as it complies with the above color guidelines.

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3.3

Permitted,ReversedThe following rules describe permitted, reversed(white)brandmarkapplications.

1. The reversed brandmark may be applied over solid background colors, limited to GreenForest,GreenLeaf,BlueRiver,Redwood, Wet Stone and Black.

2. The reversed brandmark may be applied over photography as long as its placement is over a contrasting area devoid of distinctive elements or competing textures.

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3.4

Come to and join the party!

4

ProhibitedThe Russian River brandmark should always be used consistently and accurately in accordance with this style guide. The following examples illustrate improper useof the brandmark

1. Users of the Russian River Brandmark shall not make any alterations to it, nor adapt it as part of another graphic symbol or mark. This includes changes to color, altering it’s shape, adding a drop shadow or repositioning any of the brandmark’s elements.

2. Nographicsorphotographicimagesmay invade the brandmark’s clearspace as described on page 2.3

3. When a brandmark is used with isolated imagery, it must never be obstructed or obscured.

4. The 4 color version of the brandmark must never be placed against a colored background other than off-white, cream or a low contrast neutral texture.

5. Single color versions of the brandmark shall not deviate from Back, Wet Stone, GreenForestorWhite(reversedoutof a photograph or approved color background.

6. Neverusethebrandmarkinasentence.

7. Neverrotatethebrandmarkoruseitina vertical format.

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5 6 7

Brand Properties

Color PaletteSupport FontsPhotographyGraphic Elements

4.14.24.34.4

4.1

ColorPalette1. The brand color palette consists of 4 primarycolors(GreenForrest,Redwood,GreenLeafandBlueRiver.Alsoincludedaresecondarycolors(WetStoneandalltintvalues).

2. ThecolorsarebasedonthePantoneMatching System.

3. Each color may be reproduced as 4 screen tints.

4. When printing as 4 color process, the CMYKformulasmustbemaintained.

5. When digitally reproduced or displayed electronically, the RGB formulas must be maintained.

6. In web media, the Hex formulas will ensure accurate representation.

PANTONE555 C555 C

PANTONE1807 C1807 C

PANTONE7490 C

Green Forrest

Redwood

Green Leaf

00674ER = 0G = 103B = 78

C = 75M = 0Y = 60K = 55

C = 0M =100Y = 96K = 28

C = 45M = 0Y = 80K = 35

R = 181G = 18B = 27

R = 103G = 145B = 70

B5121B

679146

70%

50%

30%

15%

70%

50%

30%

15%

70%

50%

30%

15%7490 C

PANTONE5425 C

Blue River

C = 30M = 4Y = 0K = 31

R = 128G = 161B = 182

80A1B6

50%

30%

20%

10%5425 C

PANTONE439 C

Wet Stone

C = 80M = 73Y = 100K = 20

R = 74G = 74B = 48

4A4A30

50%

30%

20%

10%

Name Specification Tints CMYK RGB HEX1 2 3 4 5 6

4.2

SupportFonts1. When creating headlines, sub-heads, captions or body text on printed collateralandsignage,theFormatafontfamily shall be used.

2. WhencreatingHTML(HyperTextMarkupLanguage)inwebenvironments, the Tahoma font family shall be used.

Formata Light

ABCDEF abcdef123

Formata Light Italic

ABCDEF abcdef123

Tahoma Regular

ABCDEF abcdef123

Tahoma Bold

ABCDEF abcdef123

Formata Regular

ABCDEFG abcdef123

Formata Regular Italic

ABCDEF abcdef123

Formata Medium

ABCDEF abcdef123

Formata Medium Italic

ABCDEF abcdef123

Formata Bold

ABCDEFG abcdef123

Formata Bold Italic

ABCDEF abcdef123

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4.3

PhotographyPhotographicimagerymustbeprofessionaland simple in composition. When possible, images should be composed or cropped to accommodate overlaying, reversed text.

Images should capture the key experiences of the Russian River area. They should reflect the natural beauty of the redwoods, river and other natural resources.

Some images should include individuals engaging with Russian River’s attractions, activities and amenities such as river kayaking, fishing, hiking, shopping, relaxing, wine tasting and moments of rejuvenation.

4.4

Graphic ElementsVarious graphic elements are used for design aesthetics or extending the brand.

1. The 4 color tree icon and the river swash or the 3 color tree icon without the swash from the brandmark can be used as stand-alone icons.

2. Single color versions of the tree icon includeBlack,GreenForestandWetStone an be used. The same guidelines for the brandmark apply.

3. Awhite(reversed)treeIconcanbeusedagainstblack,GreenForest,,Redwood,WetStone,LeafGreen,River Blue or a photograph. The same guidelines for the brandmark apply.

4. An old paper texture can be used to support the rustic nature of the area. This will also help support the historical connection to the Russian River.

5. The swash may be used as a watermark or a horizontal separation of text and imagery.

6. Identifying gateway graphics for each of the towns within the Russian River area will be represented with stylized versions of the same font used for the Russian River wordmark.

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Sample Applications

Business CabinetPress ReleaseBrochure Folded MapPrint AdvertisingWine LabelsWater BottlesCoffee CupCoastersCap T-shirtsShopping BagsStreet BannersWebsiteSmart Phone or Tablet App

5.15.25.35.45.55.85.9

5.105.115.125.135.145.155.165.17

5.1

BusinessCabinetThe business cabinet includes a letterhead, envelope and business card.

All three should be produced using matching uncoated paper stock, preferably recycled. The texture should be smooth.

5.2

PressReleaseThe press release should be printed on the same paper stock as the letterhead, without watermarks or background images.

A digital version should be created to use electronically.

P R E S S R E L E A S E

The Russian River Resort Area Launches New Brand

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vestibulum tortor quam,

feugiat vitae, ultricies eget, tempor sit amet, ante. Donec eu libero sit amet quam egestas semper. Aenean ultricies mi

vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra. Vestibulum erat wisi,

condimentum sed, commodo vitae, ornare sit amet, wisi. Aenean fermentum, elit eget tincidunt condimentum, eros

ipsum rutrum orci, sagittis tempus lacus enim ac dui. Donec non enim in turpis pulvinar facilisis. Ut felis.

Aenean ultricies mi vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra.

Vestibulum erat wisi, condimentum sed, commodo vitae, ornare sit amet, wisi.

Vestibulum tortor quam, feugiat vitae, ultricies eget, tempor sit amet, ante. Donec eu libero sit amet quam egestas

semper. Aenean ultricies mi vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra.

Vestibulum erat wisi, condimentum sed, commodo vitae, ornare sit amet, wisi. Aenean fermentum, elit eget tincidunt

condimentum, eros ipsum rutrum orci, sagittis tempus lacus enim ac dui. Donec non enim in turpis pulvinar facilisis.

Vestibulum tortor quam, feugiat vitae, ultricies eget, tempor sit amet, ante. Donec eu libero sit amet quam egestas

semper. Aenean ultricies mi vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra.

Vestibulum erat wisi, condimentum sed, commodo vitae, ornare sit amet, wisi

August 7, 2011

5.3

uiet moments await the visitor in Russian River area nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam

enim enim, elementum sed, bibendum quis, rhoncus non, metus.

Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, moll is eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, gravida a, turpis. Donec nisl . Aenean eget mi. Fusce mattis est iNunc

Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus. Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed,

Suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, moll is eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, gravida a, turpis. Donec nisl . Aenean eget mi. Fusce mattis est id diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus.

Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam,

consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, moll is eu, lectus. Nam cursus. Vivamus iaculis.

Aenean risus purus, pharetra in, blandit quis, gravida a, turpis. Donec nisl . Aenean eget mi. Fusce mattis est id diam Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros nas por ta accumsan mauris. Etiam enim enim, elementum sed,

l igula enim, tempor ut, blandit nec, moll is eu.lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, gravida a, turpis. Donec nisl . Aenean eget mi. Fusce mattis est id diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus.

Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, moll is eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, gravida a, turpis. Donec nisl . Aenean eget mi. Fusce mattis est id diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros.

Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus.

Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, moll is eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, gravida a, turpis. Donec nisl . Aenean eget mi. Fusce mattis est id diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus.

Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam ligula enim, tempor ut, blandit nec, moll is eu, lectus. Nam cursus. Vivamus iaculis. Aenean risus purus, pharetra in, blandit quis, gravida a, turpis. Donec nisl . Aenean eget mi. Fusce mattis est id

diam. Phasellus faucibus interdum sapien. Duis quis nunc. Sed enim.nunc auctor bibendum eros. Maecenas por ta accumsan mauris. Etiam enim enim, elementum sed, bibendum quis, rhoncus non, metus.

Fusce neque dolor, adipiscing sed, consectetuer et, lacinia sit amet, quam. Suspendisse wisi quam, consectetuer in, blandit sed, suscipit eu, eros. Etiam

Rack BrochureRack brochures should measure 4”x 9” folded. The upper 1/4 of the front panel should be reserved for the brandmark and primary marketing captions for visibility in a brochure rack.

balanced. by nature.C A L I F O R N I A

go rus s i an r i ve r . com

5.4

FoldedMapA folded area map is sized as a rack brochure.

The upper 1/4 of the front panel should be reserved for the brandmark and the item’s primary function for visibility in a brochure rack.

C A L I F O R N I A

Official Map of the

Russian River Resort Area

5.5

PrintAdvertisingPrintadsshouldbesimplebutevocative.A single strong image, a short caption, the brandmark,taglineandURLareallthatshould be included.

The ads on this page promote the redwood forest experience.

This and following examples are based on Sunset Magazine’s 1/3 and 1/6 ad sizes.

balanced. by nature.go ru s s i an r i v e r . c om

C A L I F O R N I A

Getaway to a place where living giants tell stories of centuries past.

Getaway to a place where living giants tell stories

of centuries past.


C A L I F O R N I A

5.6

PrintAdvertisingA second concept with a black caption against a photographic background.

The ads on this page promote the wine country experience.


C A L I F O R N I A

Getaway to a place where wine is paired with nature.

Getaway to a placewhere wine is paired

with nature.


C A L I F O R N I A

5.7

PrintAdvertisingThe ads on this page promote rejuvenation and the river experience.


C A L I F O R N I A

Getaway to a place wherethe river will heal your soul.


C A L I F O R N I A

Getaway to a place wherethe river will heal your soul.

5.8

WineLabelsA visit to wine country wouldn’t be complete without branded wine from Russian River.

2006 Red WineRussian River ValleyGuerneville Winery

2006 White WineRussian River ValleyGuerneville Winery

5.9

Water BottlesReusable water bottles are a popular item for active visitors. The bottles on this page display a stacked version of the wordmark, thetreeicon,thetaglineandtheURL.





5.10

CoffeeCupCoffeecupswiththebrandmark,taglineandURLareappliedtoawhiteceramiccup.Asolid color from the brand color palette lines the inside of the cup as a nice compliment to the outside graphic

5.11

CoastersPapercoastersaremadeoutofheavycardstock with the “old manuscript” texture as the background.

5.12

CapCapsshouldincludeembroideredbrandmarks. Because of the detail limits of the embroidery process, small text of overly detailed graphics should be avoided.

5.13

T-shirts

5.13

T-shirts are a good selling item for retailers who cater to the tourist market. The graphics shown on this page are designed to appeal to market polarities - conservative and liberal.

5.14

Shopping BagsReusable shopping bags imply that a community is environmentally responsible. They should be made from recycled material.

The graphic is screen printed as either one color on a colored bag or 4 colors on a natural bag.

5.15

Street BannersStreet banners help to add visual continuity to a community. They are used to support a brand, promote or celebrate an event or strengthen community pride.

Because of their vertical format and their placement in relationship to vehicular traffic, banners can be the exception to the tagline rule on page 2.3 since legibility would otherwise be compromised.

5.16

WebsiteHomePageThe Russian River area website should be simple and quick to navigate. The most important features must occur on the home page or at least within two clicks.

1. The header panel is part of a larger image. The brandmark is displayed in 4 colors.

2. The horizontal navigation bar includes 5 or less items. These repeat on all consecutive pages.

3. These short cut links are redundant, but allow the user a consolidated list of actions to choose from.

4. A featured YouTube movie plays when clicked.

5. Vertical links repeat on all consecutive pages.

6. A search field allows the user to quick search for content within the site.

7. Featuredattractionsarelocatedtotheright of the large page image. These are linked to their own page.

8. The testimonial box may include rotating copy. When clicked, a page of multiple testimonials opens.

9. Additional links or downloads are included in a right side box.

10. Social media pages are located on the home page.

11. A Trip Advisor link opens up a full report.

Photos & VideosArea MapMediaBrochure

Home What to Do Where to Stay Where to Eat Contact Us

C A L I F O R N I A

Hot DealsRest and RelaxWineRedwoodsSpa & WellnessParks & BeachesOutdoor ActivitiesFamily FunGay & Lesbian TravelGolfShoppingEvents & NightlifeItineraries

Welcome to the heart of the Russian River. Pellentesque nibh felis, eleifend id, commodo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas elementum augue nec nisl. Proin auctor lorem at nibh.

Curabitur nulla purus, feugiat id, elementum in, lobortis quis, pede. Vivamus sodales adipiscing sapien. Vestibulum posuere nulla eget wisi. Integer volutpat ligula eget enim. Suspendisse vitae arcu. Quisque pellentesque. Nullam consequat, sem vitae rhoncus tristique, mauris nulla fermentum est, bibendum ullamcorper sapien magna et quam. Sed dapibus vehicula odio. Proin bibendum gravida nisl.

Social Media Center


Beaches

Armstrong Redwoods

Testimonials

“A wonderful experience our family will talk about for years. Never a dull moment!” Mr. Monty Rio, Jr.See more....

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5.17

WebsiteWinePageA featured activity includes both related attractions and paid sponsor links.

1. The header panel is like the home page but supports a thematic color shift. The brandmark is displayed in reverse.

2. These short cut links are like those on the home page but specific to the theme of the page.

3. Featuredattractionsarelocatedtotheright of the large page image. These are linked to their own page.

4. Advertisers pay for a featured image which is linked to their website. When opened, the advertiser’s site launches in a new window so the user never leaves the Russian River site.

C A L I F O R N I A

Wine is part of the Russian River experience. Pellentesque nibh felis, eleifend id, commodo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas elementum augue nec nisl. Proin auctor lorem at nibh.


Fusce lorem. Phasellus sagittis, nulla in hendrerit laoreet, libero lacus feugiat urna, eget hendrerit pede magna vitae lorem. Praesent mauris.

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WineWine Cellers

Vinyards



Special DealsWineriesEventsItineraries

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5.18

WebsiteSpa&WellnessPageAnother featured activity includes both related attractions and paid sponsor links.

1. The header panel is like the home page but supports a thematic color shift. The brandmark is displayed in reverse.

2. These short-cut links are like those on the wine page but specific to Spa & Wellness.

3. Featuredamenitiesarelocatedtotheright of the large page image. These are linked to their own page.

4. Advertisers pay for a featured image which is linked to their website. When opened, the advertiser’s site launches in a new window so the user never leaves the Russian River site.

Massage

Health Foods

C A L I F O R N I A

Feeling well is what we do in Russian River. Pellentesque nibh felis, eleifend id, commodo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Maecenas elementum augue nec nisl. Proin auctor lorem at nibh.


Fusce lorem. Phasellus sagittis, nulla in hendrerit laoreet, libero lacus feugiat urna, eget hendrerit pede magna vitae lorem. Praesent mauris.

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Spa& Wellness



Special DealsSpas & WellnessEventsItineraries

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5.19

SmartPhoneorTabletAppA smart phone or tablet app can bedeveloped as a condensed version of the website. A more advanced app can be developed to display information relative to the location.

The Brand Signature

OverviewSignature for BrochureSignature for Rack Card or LeafletCo-branding

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6.1

GoRus s i anR i v e r . c omGoRus s i anR i v e r . c om

C A L I F O R N I A

The Brand Signature OverviewThe Russian River signature system will allow the Russian River brandmark to appear in conjunction with a wide range of local brands and attractions.

It is recommended that the signature system be applied to tourist-related communications in order to build equity in the Russian River brand. The signature system includes three basicelements;thebrandmark,theURLandbrandmarkfield(takenfromthetopedgeoftheswashinthebrandmark).

1. The partner brand visual area of a flier or rack brochure.

2. ThereversedURL

3. The reversed brandmark.

4. Thesolidcoloredbrandmarkfield(topoftheswash).

5. The partner brand visual area of a large brochure or pamphlet.

6. ThepositiveURL

7. The positive, 4 color brandmark.

8. Thetexturedbrandmarkfield(topoftheswash).

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6.2

The Brand Signature for an 8.5”x 11” BrochureDependingonthepartnergraphic,varioustreatments may be used to best integrate the Russian River brand.

1. The partner brand visual area of a large brochure or pamphlet.

2. The textured brandmark field.

3. The solid Wet Stone colored brandmark field.

4. The solid Redwood colored brandmark field.

5. The solid Blue River colored brandmark field.

6. ThesolidGreenLeafcoloredbrandmarkfield.

7. ThesolidGreenForrestcoloredbrandmark field.

GoRus s i anR i v e r . c omC A L I F O R N I A

GoRuss i anR i ve r . comC A L I F O R N I A





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6.3

TheBrandSignaturefora4”x9”RackBrochureorLeafletDependingonthepartnergraphic,varioustreatments may be used to best integrate the Russian River brand.

1. The partner brand visual area of a flier or rack brochure.

2. The solid Redwood colored brandmark field.

3. The textured brandmark field.

4. The solid Wet Stone colored brandmark field.

5. The solid Blue River colored brandmark field.

6. ThesolidGreenLeafcoloredbrandmarkfield.

7. ThesolidGreenForrestcoloredbrandmark field.

GoRus s i anR i v e r . c om





GoRus s i anR i v e r . c omC A L I F O R N I A

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6.4

Co-BrandingThere will be opportunities where area retailers will want to use the Russian River brandmark in their visual communications. In these instances it will be crucial to control the use of the brandmark when paired with other logos.

1. The Russian River brandmark used in an inline pairing with another logo.

2. A black or Wet Stone color vertical separator rule.

3. Separate both logos at a distance equal to the height of the upper case “R”.

4. Always use the black or Wet Stone version of the Russian River brandmark when paired with another logo.

5. The height of the vertical rule is equal to the height of the tree icon.

6. The Russian River brandmark used in a stacked pairing with another logo.

7. A black or Wet Stone color vertical separator rule. Its length is equal to the length of the Russian River brandmark.

8. The space between the bottom of the partner logo and the horizontal rule is equal to the height of the upper case “R”.

9. The space between the bottom of the horizontal rule and the top of the brandmark is equal to the height of the lower case “e”.

Applewood Inn1

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Brand Style Guide - Russian River

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Transcript of Brand Style Guide - Russian River