Mt. Hood/Columbia River Gorge Style Guide

TRAVEL OREGON

Mt. Hood and the Columbia River Gorge
B R A N D S T Y LE G U I D E

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.

Contents

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

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

Introduction


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.



80% of actual size



PHOTO FPO
This photo is For Placement Only. When we go shoot this we
will shoot it with an apple to stay seasonal with the line.

80% of actual size

Spread Executions


80% of actual size

Half-Page Execution


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

Single Page: Mechanical Guidelines


Trim: 8.375”

Safety: .4375"

Safety: .4375"

Trim: 8.375"

about 3.75” wide

Trim: 10.875"

Safety: .4375"

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.

Safety: .4375"

Trim: 10.875"

TRACKING NUMBER

ORTCORM12023
CD
AD
CW
SD
SM
PM

Chris Thurman / Andrew Dickson
Chris Thurman
Andrew Dickson
Brad Simon
Corey Ingrasin
Jane Monaghan

AE
AP
PHOTO
ILLUS
DESIGN
COLOR

Margo Latka
Tommy Alfson
Tyler Roemer
n/a
Brad Simon
Greg Radich

JOB
TITLE
CLIENT
FILE
OFFICE
ECD

ORTCORM12023
Visitor Guide
Oregon Tourism
ORTCORM12023_VisitGuide_8375x10875
USA–Portland
Susan Hoffman/Mark Fitzloff

USAGE

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

PUB
ISSUE
BLEED
TRIM
SAFET Y
GUT TER

Visitor Guide
April
8.625" x 11.125"
8.375" x 10.875"
.4375” each side
n/a

Single-Page: General Guidelines Dos and Don’ts


DO

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).

DON’T

Example of resize.

DO NOT place the headline sign in other locations.

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


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.
Action Anglers
Expert guides for fly-fishing the Sandy River for trout,
steelhead and smallmouth bass
www.actionanglers.com

80% of actual size

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

Single-Page Local Co-op: How a local local destination/community can use this style guide


Update the region to reflect the
local destination/community.

Update URL to reflect the local
destination/community

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.

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

80% of actual size

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

Single-Page Co-op Execution: How local tourism businesses can use this style guide


Full sail brewery

the Dalles, oregon

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

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

best western plus columbia river inn

action anglers Fly-Fishing

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.

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

735 Wanapa St | Cascade Locks, OR
800.595.7108 | www.bwcolumbiariverinn.com

503.784.1217 | www.actionanglers.com

Small-Space Executions


Banners: 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.

Banners: 300 x 250


Version 1

1.

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.

4.

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.

4.

Version 2

1.

Traveloregon.com Banners: 300 x 105


Banners: 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.

Typography


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.

Pr i mary f ont

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

Railroad Gothic

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
To purchase font, visit http://www.myfonts.com/fonts/redrooster/railroad-gothic-rr/

S E Con 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

Additional Ready-to-Use Headlines


Hiking Line

Cabin Line

Campfire Line: Portland-specific

Cycling Line

Culture Line

Hot Tub Line

Campfire Line: General Region

Snowboarding Line



Width remains the same

The top part always
remains the same.

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 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.



STEP 3.

STEP 1.

x

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

Open the “MasterHeadline.psd” file.

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

STEP 2.

STEP 4.
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.

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

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.

Scale the middle wood section.



STEP 5.

STEP 7.

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.

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.

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

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

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

STEP 6.

STEP 8.

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.
PASTE LAYER STYLE.

Set the layer to Multiply
and 10% Opacity.

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

Set layer to Multiply and adjust Opacity.

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

Icons


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.

Business Cards and Letterhead: Two-Sided Card Option


jeannine breshears
Jeannine Breshears

Destination Marketing Manager
Clackamas County Tourism
& Cultural Affairs
150 Beavercreek Road, Suite 245
Oregon City, Oregon 97045
TEL 503.655.8419
CELL 503.709.7488
FAX 503.742.5907
jeannine@mthoodterritory.com

Front side of card

Back side of card

jeannine breshears
Jeannine Breshears

& Cultural Affairs
TEL 503.655.8419
CELL 503.709.7488
FAX 503.742.5907

Front side of card

Back side of card

& Cultural Affairs
TEL 503.655.8419
CELL 503.709.7488
FAX 503.742.5907
www.mthoodterritory.com

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E-mail Sign-Off


jeannine breshears
Jeannine Breshears


Clackamas County Tourism & Cultural Affairs
TEL 503.655.8419
CELL 503.709.7488
FAX 503.742.5907

Photography


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.

Approved Photography: Tyler Roemer


Mount Hood, Timberline Ski Resort

Hood River, below the Copper Dam

K AYA K ING / RIVE R tb d

Whoops Trail outside of Hood River

ROAD cycl i n g TB D

Timberline Ski Resort

The Hood River Sand Bar on the Columbia Gorge

fr u it loop TB D

H I K ING TB D

CAM PING T B D

Reference/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.

Mt. Hood/Columbia River Gorge Style Guide

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