Highway128 Brand Guide by REBEL MEDIA

Brand Guidelines

Overview

The Brand Guide serves as a comprehensive resource that establishes and communicates the essence of Highway 128 - its mindset, behavior, and personality - as well as guidelines for leveraging the brand effectively. It encompasses various components such as brand identity, logo guidelines, sample marketing materials, and additional factors to consider. This document lays the groundwork for creating focused campaigns and implementing effective strategies to promote Highway 128.

01 Introduction

Welcome to the brand guide for Highway 128! This guide serves as a comprehensive resource to uphold the essence and integrity of Highway 128's unique identity, ensuring consistency and authenticity across all representations. Join us on a journey to discover and celebrate the captivating spirit of Highway 128.

Who is Highway 128?

Highway 128 is more than a scenic route through Northern California; it's an immersive journey through diverse landscapes and rich experiences. From the rolling hills of wine country to the towering majesty of redwood forests, Highway 128 captivates travelers with its bucolic sights and unparalleled beauty. As the road winds its way towards the Mendocino coast, visitors are enveloped in a sense of solitude, a welcomed escape from the hustle and bustle of urban life. Highway 128 offers a tranquil retreat where time seems to slow down, and the beauty of nature takes center stage.

02 Brand Vision

Where does Highway 128 want to go and how does it see itself in 5-10 years?

In the next 3-5 years, Highway 128 envisions becoming the premier destination for travelers seeking an authentic and enriching Northern California experience. Our vision is to attract a growing number of visitors to explore the route, fostering a thriving ecosystem of businesses and destinations along the way. Through strategic partnerships, innovative marketing initiatives, and enhanced visitor experiences, we aim to elevate Highway 128 into a must-visit destination renowned for its scenic beauty, cultural richness, and unparalleled hospitality. By creating lasting memories and fostering economic growth for local communities, we envision Highway 128 as not only a scenic route, but a cherished and celebrated destination for generations to come.

03Brand Purpose

Why we do what we do.

Highway 128 serves as a beacon for road trippers, wine enthusiasts, and seekers of tranquil countryside experiences. Our organization is committed to promoting Highway 128 as more than just a scenic route; but a pathway to relaxation, exploration, and unforgettable memories. By showcasing the diverse attractions and natural beauty along the route, we aim to promote economic growth of local businesses and communities while inspiring and attracting visitors seeking an immersive journey through Northern California's idyllic landscapes.

Brand Relationships

How does Highway 128 exist amongst other organizations?

Highway 128 has relationships with the localities it travels between and through. This section provides clarity on how these entities are interconnected to ensure consistency and coherence in brand communication and strategy.

04 Brand Values

These guide our brand internally and externally.

Community Connection

Highway 128 is deeply rooted in the communities it traverses, building and maintaining meaningful connections and collaboration with local residents, organizations, and businesses to enhance the region's vibrancy and sense of belonging.

Embracing Locally Sourced Goods

Highway 128 is dedicated to showcasing the rich agricultural heritage and culinary excellence of Northern California, prioritizing partnerships with local farmers, vintners, restaurants and more to offer authentic, sustainably sourced food and wine experiences.

Supporting Small Businesses

Highway 128 champions the entrepreneurial spirit and economic vitality of small businesses along its route, actively promoting locally owned establishments to sustain thriving communities and diverse economies.

Exemplifying Genuine Hospitality

Highway 128 embodies a culture of warm hospitality and genuine care, ensuring that every visitor is welcomed with open arms and treated to memorable experiences that reflect the region's genuine hospitality.

05Brand Personality

Traits that describe who Highway 128 is as if our brand were a person.

Friendly Highway 128 exudes a friendly demeanor, inviting travelers with open arms and genuine warmth, creating a sense of belonging and comfort amidst the scenic vistas and quaint communities that line the route.

Enthusiastic

Highway 128 embodies an enthusiastic spirit, eager to share the beauty and charm of Northern California's landscapes and experiences with travelers, inspiring excitement and curiosity along the journey.

Rustic Highway 128 embraces its rustic charm, showcasing the rugged beauty of its surroundings and the authenticity of its rural landscapes, evoking a sense of nostalgia and simplicity.

Fun Highway 128 embodies a sense of fun and adventure, offering a vast array of exciting activities and experiences for travelers to enjoy, from wine tasting and outdoor adventures to exploring small towns and hidden gems along the route.

06Brand Promise

How we help people and make their lives better. Our value proposition.

At Highway 128, we promise to enrich the lives of our visitors by providing unforgettable experiences that rejuvenate the soul and inspire a deeper connection with nature and community. Through our scenic landscapes, quaint towns, and welcoming hospitality, we strive to create moments of joy, relaxation, and discovery that leave a lasting impact, allowing travelers to escape the ordinary and embrace the extraordinary along our picturesque route.

07Brand Position

How is Highway 128 connecting with the target audience?

How do we exist in people’s minds? What makes us stand out?

Highway 128 is the gateway to authentic Northern California experiences, where scenic beauty, rustic charm, and warm hospitality converge to create unforgettable journeys. Positioned as the premier route for travelers seeking peaceful escapes and immersive adventures, Highway 128 is the ultimate destination for those who crave the allure of the countryside while enjoying the convenience of proximity to urban hubs.

08 Voice & Tone

How we express ourselves and how we want people to feel.

Welcoming

The brand voice of Highway 128 sounds inviting and hospitable, like a warm greeting from an old friend. It resonates with genuine warmth and sincerity, enveloping listeners in a sense of belonging and camaraderie as they embark on their journey.

Authentic

It resonates with the tone of rural life, echoing the authenticity and simplicity of country living. Infused with the raw beauty of nature, the brand voice evokes images of rolling hills, weathered barns, and sprawling vineyards, painting a vivid portrait of rustic charm.

Peaceful/Relaxing

Highway 128 offers a tranquil escape from the hustle and bustle of city life, inviting travelers to unwind and rejuvenate amidst the serene countryside, where time slows down and worries fade away.

Tagline for WINE TO WAVES

09Brand Boilerplate

Highway 128 is a scenic route weaving through the picturesque landscapes of Northern California, offering travelers a serene and captivating journey through wine country, redwood forests, and coastal vistas. Embraced by rustic charm and warm hospitality, Highway 128 invites visitors to explore its winding roads and discover hidden gems along the way. With its nostalgic allure and tranquil ambiance, Highway 128 promises unforgettable experiences and cherished memories, making it a treasured destination for those seeking both relaxation and adventure in the heart of the countryside.

Campaign Types

Print Advertising

Utilize paid advertising opportunities across different formats such as magazines, newspapers, brochures, flyers, etc. with consistent branding that reaches Highway 128’s target markets.

Digital Advertising

Create online paid advertising to reach Highway 128’s target markets through online advertising platforms like Google Ads, social media advertising, etc.

Social Media

Reach potential visitors through organic posts on social media platforms like Instagram, Facebook, Twitter, LinkedIn, etc.

Email Marketing Campaign

Deploy marketing emails either through existing lists or paid advertising options to promote Highway 128 as a tourist destination.

Partner/Collaborative Campaign

Capitalize on partnerships to share a joint message through various methods including print, online, social media, etc.

10 Brand Logo

Highway 128's logo plays a central role as a foundational element of the brand's visual identity. It serves as a reference point for maintaining consistency across all brand communications, ensuring that the logo is reproduced accurately and appropriately in various contexts. Guidelines for logo usage, including size, placement, color variations, and clear space, help to safeguard the integrity and effectiveness of the brand's visual identity.

Primary Logomark

Primary Logo

, for use only when reversed on dark colors

Primary Logomark

Scaled Logomark, do not scale under 1.25"

1.25"

Primary Logo with Tagline

Primary Logomark with tagline, for use only when reversed on dark colors

Primary Logomark with tagline

Scaled Logomark with tagline, do not scale under 1.25"

1.25"

Secondary Logo - Horizontal

, for use only when reversed on dark colors

Secondary Logomark

Scaled Logomark, do not scale under 1.5"

1.5"

Secondary Logo - Square Line

Secondary Logomark, for use only when reversed on dark colors

Secondary Logomark - Line

Scaled Logomark with tagline, do not scale under 1"

Secondary Logo - Square Fill

Secondary Logomark, for use only when reversed on dark colors

Secondary Logomark

Scaled Logomark, do not scale under 1"

Logo Grayscale Usage

Primarily on a white or very light gray background the logo will be in grayscale.

Primarily, the logo on a medium gray background will be white.

Primarily, the logo on a dark gray or black background will be white.

Spacing

No matter what size the logo is, the minimum clear space to isolate the logo from competing graphic elements can be determined by using the height from the “128 sign” portion of the logo as a spacer.

Guidelines

IMPROPER USE

1. DO NOT apply affects to logomark

2. DO NOT apply a stroke

3. DO NOT place on top of images in full color

4. DO NOT change the colors

5. DO NOT tilt or reposition logo in any way

6. DO NOT stretch or squeeze

7. DO NOT break apart logo

8. DO NOT alter logotype

11 Brand Colors

Values & Codes

Dark Blue Light Blue

CMYK: 48, 5, 0, 49

RGB: 68, 125, 132

HEX: #447d84

PMS: 2391

CMYK: 23, 0, 3, 23

RGB: 151, 197, 191

HEX: #97c5bf

PMS: 635

CMYK: 35, 0, 46, 72

RGB: 47, 72, 39

HEX: #3C4F34

PMS: 2411

CMYK: 35, 19, 33, 0

RGB: 171, 184, 171

HEX: #ABB8AB

PMS: 5545

CMYK: 5, 0, 41, 34

RGB: 159, 168, 99

HEX: #9fa863

PMS: 2275

CMYK: 0, 19, 61, 24

RGB: 194, 157, 75

HEX: #C29D4B

PMS: 110

CMYK: 0, 45, 46, 42

RGB: 149, 82, 81

HEX: #955251

PMS: 7524

Dark Green Medium Green

Light Green

Gold

Garnet

12 Brand Icons

Icons for use in print and on the web.

Icons

Icons can be used with the “Highway Sign” border around it. This should only be used if there are 8 or less icons being used on a single page. These icons should be used at a minimum size of .75” width.

Lorem ipsum omnis eiunt eos quiandipsum cus es et apellis evenit proviti dolorum explat est liqui ad essinve liquas recto eatin.

Icons can be used large or small — in the full range of Highway 128 Colors.

Icons are perfect for highlighting areas of a page or hinting at the subject matter of a section.

Icons can be in white as needed on a dark color. Shown here they are 85% white opacity.

13 Typography

Header & Body Copy - Sample Text

THIS IS A HEADING

This is the body copy. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu.

BODY COPY

Roboto Regular

ABCDEFGHIJKLMNOPQRSUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@€$%^&*()

He's absolutely right, Marty. the last thing you need is headaches. This sounds pretty heavy. Hey Biff, check out this guy's life preserver, dork thinks he's gonna drown. There's that word again, heavy. Why are things so heavy in the future. Is there a problem with the Earth's gravitational pull? I'm too loud. I can't believe it. I'm never gonna get a chance to play in front of anybody.

HEADER

Roboto Bold Condensed

ABCDEFGHIJKLMNOPQRSUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@€$%^&*()

Typography - Creative Alternatives

Take the Scenic Route Adventure Awaits

Wines to Waves

14 Photography

Photography

All photography used should be high quality professional level images.

The images should portray the natural landscape, feel welcoming, and be crisp and bright.

The images should be color corrected to bit a little bit warm, sharpened, and brightened up to remove harsh blacks if necessary.

Styles & Overlays

Using an image converted to black and white, a solid color overlay can be used as a graphic element, or to allow text to be readable over an image.

Only the 7 brand colors are acceptable to use as overlays, and no more than 4 should be used on a page at one time as to not overwhelm a page with too much color.

Imagery

Imagery chosen should show a variety of scenery covering these six categories: Restaurants, Resorts & Spas, Events, Wine, Outdoor Acitivites and Historical sites.

15 Brand Elements

Brand Elements

RESTAURANTS RESORTS & SPAS EVENTS

WINE OUTDOOR ACTIVITIES HISTORICAL SITES

The points of interest along Highway 128 were broken down in to six main categories. They each have their own corresponding color and icon. These are typically paired next to a block of text or on top of an image (as a white tag).

As not everyone will be familiar with the location of Highway128, a simple CA icon with road can be used to orient the public on where 128 lies. More information can then be found on the website.

Brochure Layout

The brochure carries over the look and layout style of the website:

• Blocks of color overlaid on images of the counties

• White text contrasted between the handwritten and legible fonts

• Prominent display of the website Visit128.com

• Tags with icons showcasing the categories of attractions along highway 128

• High quality cohesively edited images

• Map overview orienting the highway in California, near link to website to discover more

Each county has a corresponding color:

Yolo - Gold