This style guide has been developed to ensure consistent use of the NRG 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.
Trying to fit the same mark simultaneously on a billboard and on a keychain is a challenge. Our identity system is designed for flexibility, consistency, and brand recognition.
We have provided different logo lockups that should cover every space imaginable. Instead of trying to fit a logo into a space that is too small or crowded, simply use a different version for maximum visual impact and clarity.
The NRG primary mark is the signature symbol of the brand—simple, iconic, and easily recognized across all applications.
As the most adaptable and widely distributed visual element, it appears on everything from apparel and accessories to digital platforms and print materials, serving as the core of the visual identity.
The NRG secondary mark is a slight simplification of the primary mark with the spelled out “New River Gorge” removed.
This mark works great in situations where the NRG acronym is already understood and doesn’t need to be expanded upon.
The combination type mark combines the NRG Towns name and logomark within a unified, upright composition.
It’s best suited for tall, narrow placements such as signage, banners, or vertical product packaging, offering a complete branded look in a contained format.
The combination mark is an alternate option to the type variant, allowing for an upright view of the brand.
This version works well for all of the same situations as the type variant.
This bridge mark is a simplified variant of the primary mark, focusing on the overwater assets.
This sun mark is a simplified variant of the primary mark, focusing on the West Virginia sunlight.
ON IVORY LOGOTYPE
The logotype mark is the simplest and most versatile NRG brand option. This mark is ideal for featuring the brand name in a bold, large format.
It’s ideal for simple layouts such as magazine ads, billboards, website headers, and more.
HOW TO USE (AND NOT USE) OUR NEW BRAND IDENTITY
Don’t rotate the logo. Don’t distort, compress or stretch the logo dimensions. Don’t change the layout or relationship between logo elements.
Don’t make alterations to elements within the logo or wordmark that are not consistent with the brand.
Don’t use gradients in or on the logo. Don’t use shadows, bevels or other effects on the logo.
Our logo works very well on a plain white background. Mountain Laurel is a great background color for the brands darker colors.
Deep Gorge is a great background color for the lighter color logos. If you are using one of the patterns, make sure there is proper transparency so the logo stands out.
Be careful placing the logo over a photo. Make sure you have a transparent Deep Gorge layer on top of the photo if possible. Use the lighter variants of the logo.
CONSISTENCY TO THE “T”
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.
DIGITAL
HEX - #00413E
RGB - 0, 65, 62
PANTONE - 3308 C
CMYK - 100, 0, 5, 75
DIGITAL
HEX - #71CEAD
RGB - 113, 206, 173
PANTONE - 338 C
CMYK - 45, 0, 16, 19
DIGITAL
HEX - #F9F4E3
RGB - 249, 244, 227
PANTONE - 9224 C
CMYK - 0, 2, 9, 2
Nearly all of the colors within our primary palette can be used in combination. Whenever possible, strive for legibility with contrast, especially when setting typography.
Mountain Laurel text on a Deep Gorge background.
Perfect for use on web.
DIGITAL
HEX - #E66C69
RGB - 230, 108, 105
PANTONE - 7416 C
CMYK - 5, 72, 53, 0
DIGITAL
HEX - #EFB950
RGB - 239, 185, 80
PANTONE - 142 C
CMYK - 6, 28, 80, 0
Deep Gorge text on an Mountain Laurel background.
High contrast, less brand recognition. Use sparingly.
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TT Norms was selected for its clean geometry and modern versatility, providing a strong complement to the primary typeface. Its balanced proportions and precise letterforms enhance readability and consistency, reinforcing a cohesive and contemporary brand identity.
KEEPING THE BRAND PLAYFUL
BASS
WINTER SPORTS GATHER DINING
BASS
HIKING KAYAKING
WINTER SPORTS GATHER DINING
The NRG pattern is a bold, energetic collage of icons that reflect the outdoor adventure and cultural vibrancy of the region.
Its playful repetition and colorful illustrations create a dynamic visual language that reinforces the brand’s sense of place and personality.
VIEWING THE BRAND “IN THE WILD”
