Mountaineer Trail Network (Brand Guide)

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M O U N TA I N E E R T R A I L N E T W O R K . C O M

V ER S I ON

BRAND GUIDE

01

MTNRA, WV

INT ROD U C T I O N This style guide has been developed to ensure c onsistent use of the Mountaineer Trail Network brand. Please follow the instructions provided.

The value of our brand and the investment made toward it can most readily be realized through consistency and repetition, thereby ensuring brand saturation across all target markets.

LOGO THE HEART AND SOUL OF OUR BRAND

PRIMA RY MT N LO C K U P The primary lockup identifies the MTN brand as a whole to the public. Use this logo to represent individual locations, products, and merchandise as needed.

This logo is a carefully created piece of locked artwork that should not be altered in any way.

ONE COLOR

ONE COLOR D A R K B A C KG R O U N D

M L ogom ark (M + M ou n ta i ns =

) A LT E R N AT E C O L O R

When subtlety is desired, the MTN “M” icon can be used in place of a full logo lockup.

When this mark is used, ensure that the MTN name is visible near or in relationship with the icon.

For example, a t-shirt bearing the icon on the front should have a hang tag which displays our brand name legibly. This will help reinforce brand recognition.

ONE COLOR D A R K B A C KG R O U N D

PRIMA RY MT N BA DG E A LT E R N AT E The MTN Badge is a versatile mark, intended for both official use and merchandise opportunities.

This badge can be printed as a sticker or used on letterhead. Alternate MTN badges are also provided, but try to use the primary badge whenever possible.

BADGES

MOUNTA INE E R T R A I L NET WOR K R E C R EAT I O N AU TH O R IT Y BA DG E The full-name badge can be used when introducing yourself to a new audience. It would also work well as a patch on a hat or canvas jacket.

2-COLOR BADGE

H ORIZONTA L LO G O The horizontal logo is great for small spaces, like the navigation bar on the website, or on letterhead.

STOKE BADGES

B O U N DA RY MARKER

MERCH A ND I S E BOU NDA RY M A R K ER + STO KE BA D G E S The MTN Brand is just as much fun as it is serious.

The intention for these merch badges is to show the versatility of this brand. These badges would make great stickers or patches and will screenprint well on items like T-shirts.

THE TR AIL S AR E C ALLING

TAG LINE The purpose of our brand taglines are to capture and summarize our brand promise, brand values, and the overall MTN experience.

The taglines should be used in all marketing materials, advertising, or brand execution where we seek to communicate our personality.

TA G L I N E FONT

ESPIRITU E xpa nded

USAGE HOW TO USE (AND NOT USE) OUR NEW BRAND IDENTITY

S PACING When placing the MTN logos in layout, give a general spacing of the height and width of the ‘M’. Do not put items within the dotted lines or free space indicated around each logo. Use this as your guide to determine proper space surrounding the logo.

Our logo works very well on a white background.

Never use the logo on 100% black background.

Use an 85% tint of black instead. Only use the all white logo if you are using a background color other than navy.

The MTN Navy is a great background color for the logo. If you are using one of the patterns, make sure there is proper transparency so that the logo stands out. Default to using the red M-Mountain with Yellow “MTN” for most dark background uses.

Be careful placing the logo over a photo. Make sure you have a navy transparent layer on top of the photo if at all possible. Use White or Red and Yellow versions of the logo

BACKGRO U N D CO N T RO L

INCOR R EC T LO G O U S AGE

DON’T make alterations to elements within the logo or wordmark that are not consistent with the brand.

DON’T rotate the logo.

DON’T distort, compress or stretch the logo dimensions.

DON’T use gradients in or on the logo.

DON’T use shadows, bevels or other effects on the logo.

COLORS & FONTS CONSISTENCY TO THE “T”

MTN NAVY

MTN RED

MTN YELLOW

HEX - #2B4558

HEX - #F04A21

HEX - #F1BE3C

CMYK - 86, 66, 45, 33

CMYK - 0, 86, 100, 0

CMYK - 54, 13, 16, 0

RGB - 44, 69, 89

RGB - 240, 74, 33

RGB - 241, 190, 60

PANTONE - 7545C

PANTONE - WARM RED C

PANTONE - 123C

PRIMA RY B R A N D CO LO R S The consistent use of color is vital to effective brand recognition.

Our brand should always be represented in one of the colors on this page, aside from specific recommendations within this guide.

Do not use any other/unauthorized colors.

PREFERRED 2-COLOR PA I R I N G S

LIGHT YELLOW

BLUE

HEX - #F2D07D

HEX - #4B75A4

CMYK - 5, 16, 60, 0

CMYK - 77,52, 17, 0

RGB - 242, 209, 125

RGB - 75, 117, 164

PANTONE - 7403C

PANTONE - 7683C

S ECO NDA RY B R A N D CO LO R S The secondary color palette allows for additional color options when implementing the brand.

GOTHAM M ed i u m

INTERSTATE Co n d en s ed Reg u l a r

BR AND FO N T S We’ve chosen strong, workhorse fonts to do some heavy lifting for the MTN visual identity.

ESPIRITU E x p a n d ed

PATTERNS

PAT TE R NS Two patterns can be used as additional brand design elements, the MTN ‘M” pattern and the hex pattern. These patterns are designed to be tone-on-tone, meaning the light blue and MTN navy should be used together or the light yellow and MTN yellow should be used together, as shown on this page.

A LT E R N AT E COLORS

IMPLEMENTATION IDEA S FOR YOUR BR AND

MOUNTAINEER TRAIL NETWORK RECREATION A UTHORITY

MOUNT AINEER

TRAIL NETW ORK

MOUNTAINEER TRAIL NETWORK RECREATION A UTHORITY

D E S I G N E D I N B O O N E , N C B Y D E S T I N AT I O N B Y D E S I G N