Oregon Coast Style Guide

The People’s Coast

Brand handbook

Welcome to the People’s Coast.

statute 390.610
“ . . . It is the public policy of the State of Oregon to forever
preserve and maintain . . . the ocean shore . . . so that the
public may have the free and uninterrupted use thereof.”

Table of contents
introduction 4
single-page Print, layout example and Co-op
7–10
Headline Driven
half page Print and layout Guidelines
small space print and layout Guidelines
Ad Layout guide
Officially Yours
half page print and layout Guidelines
Small space print and layout Guidelines
DIGITAL Static, mobile and animated banners
Digital co-op opportunities
Ad Layout guide

13
14
15
18
19
20–21
22
23

Local Business
half page print and layout Guidelines
small space print and layout Guidelines
digital Static Banners
digital co-op opportunities
Ad Layout guide

26
27
28
29
30

photography
APPROVED SELECTS
REFERENCE PHOTOS
Photo treatment how-to

33
34
35

tool kit
Mile Marker
37
voice
38
Headlines 39
typography 40
color 41
logo
42–44
identity 45
E-Mail SIGNATURE
46

07/31/13

Dear Reader,
After a great deal of listening, conferring, soul searching, vacationing and eating of clam chowder, we had a revelation.
There are a lot of special, spectacular and rare things to be found on the Oregon Coast, and there is just one thing that
unites them all: Oregon statute 390.610, which declares the entire coastline free and open to the public. It means that
this isn’t just any coast—it is the People’s Coast.
Everything we love about the Coast can be traced back to that simple fact, from the opportunity to stand (just about
wherever you want) in awe of nature’s raw power to the childlike sense of adventure and the spiritual revival that can
only come from being free to explore the Coast on your own terms.
It belongs to all of us, but if we don’t talk about it in a strong and consistent voice, our message will get lost. The goal
of this guide is to help the many different voices of the Coast speak as one, in order to make a stronger impact where it
counts—with the audience we hope to intrigue in order to invite and eventually introduce them to the wonders of the
People’s Coast.
We encourage you to use these brand guidelines in all marketing communications. Along with these guidelines you
will find the following elements to produce headline-driven, “Officially Yours” and local-business advertising: example
layouts for print and digital; select images for south, central and north coast regions; headline options; type and color
specifications; logo guidelines; identity templates and an e-mail signature.
If you need assistance or have any questions, please contact:
Marcus Hinz
Director@thepeoplescoast.com
541.264.0543
Holly Macfee
Holly@TravelOregon.com
971.717.6176
Thank you.
4

answering a few
frequently asked questions
Why should we embrace this work and not just create our own?
Because being consistent with who you are is fundamental to effective advertising. For example,
when you meet someone, it takes a few encounters to remember their name and maybe a few more
to decide whether or not you like them. If you’re not consistent with your voice, then the people
you’re working so hard to reach won’t connect with your message.

But if we all look the same, how will my area be differentiated?
This work is designed to deliver a one-two punch:
Big Picture: The Oregon Coast is completely reserved for leisure and enjoyment.
Must Dos: Within that vast landscape is a range of unique destinations and experiences.
When everyone adopts the voice of the People’s Coast, we have a greater chance of making potential
visitors feel like the Coast is a better choice than the many other options available to them. But
within the same creative execution is the ability to showcase your unique destination or experience.
The more towns/attractions that create ads within the voice of the People’s Coast, the more powerful
this campaign becomes. Essentially, it will serve as a collection of inspiration for great coastal trips
that get curious visitors checking things out across more of the region (north, central and south).

What’s in this for us?
Greater visibility. Sure, if you go off and make your own ads you’ll be able to talk entirely about your
point of difference. But here’s the reality: when you ask visitors what they’re doing this weekend, they
say, “I’m going to the Coast.” That’s a pretty special behavior to capitalize on. It means there’s a huge
potential for visitors to move up and down the Coast and explore. Participating in this campaign
increases your odds of attracting visitors who may be staying in other locations along the Coast. In other
words, it’s designed to help spread the wealth.
5

The power of the mile marker
Each ad in this style guide provides inspiration for a specific experience along the People’s Coast. The magic
starts with photos of great destinations and copy that includes correlating mile markers. These mile markers
not only give folks a point of reference but serve to drive intrigue for all 363 miles of the Oregon Coast.
So while most advertising simply directs people to go online for more information, this campaign literally
enhances the People’s Coast website (pictured left). The result: every time someone sees an ad for the
People’s Coast, they have another great starting point for planning an amazing getaway.

Mile 42.8, Neahkahnie Beach

6

single-page print
Created to launch the People’s Coast as a regional brand identity, these full-page ads put a
stake in the ground, almost literally. They tell you where the idea of the People’s Coast came from
(Oregon law) and what’s so great about it (freedom). They invite and inspire a wide-ranging,
generalized exploration of the public wonders of the Oregon Coast, rather than promote a specific
region, business or landmark. They also introduce the idea of tagging specific sites along the
journey with a flag and mile marker.

7

:
DECREE

WE THE PEOPLE

OREGON. WE LOVE DREAMERS.®

BY OFFICIAL


single-page print

Lay CLAIM TO THE WORLD’S FINEST WEENIE-ROASTING TERRITORY.

unlImITed feTChIng.

Mile 42.8, Neahkahnie Beach

Mile 39, Oswald West State Park

IT’s a laW In oregon ThaT The enTIre CoasT Is free and oPen To everyBody.

it’s a law in oregon that the entire coast is free and open to everybody.

exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com

explore all 363 extraordinary miles. visittheoregoncoast.com

Template available. Contact Marcus Hinz.

8

YE!
Hear
YE!

Friends!


Hear


single-page print

BROthers!
countrymen!
It’s
shreddin’
time.

Running around
willy- nilly
is officially
endorsed.

Mile 222.6, Oregon Dunes National Recreation Area

11 miles SW of Coos Bay, Lighthouse Beach





9

EXPLORE THE PEOPLE’S COAST

Mile 65, Tillamook Cheese visitors Center

Mile 190, Florence

Experience an Oregon tradition! Come see our cheesemakers at work.
Take a self-guided tour; sample our award-winning cheeses; and shop
for cheese, unique gifts and gourmet foods. Stay for a meal at our
café and indulge in delicious Tillamook Ice Cream in a freshly baked
waffle cone. www.tillamook.com/cheesefactory

Home to history, mystery, fog and romance. Impeccable bed &
breakfasts…fantastic antiquing…skipping rocks…delicious wine…
spectacular golfing…fresh crab…long walks hand in hand…dense
forests…historic architecture…rich coffee…fresh air…peaceful
rivers…lively creeks…powerful ocean…you and someone special.
www.florencechamber.com


single-page Print: CO-op

single-page co-op
The single-page co-op is an attractive framework for multiple businesses or interest groups
to take advantage of full-page ad space in an organized, brand-consistent way.

Mile 141, Oregon Coast Aquarium

Mile 180, Sea Lion Caves

The Oregon Coast Aquarium is located in Newport, Oregon. The largest
exhibit, Passages of the Deep, allows visitors to walk through acrylic
tunnels, surrounded by deep-water marine animals such as sharks,
rays and rockfish. visitors also enjoy playful sea otters, seals and sea
lions and the Northwest’s largest seabird aviary. www.aquarium.org

Sea Lion Caves—truly one of the most remarkable natural experiences
that you are likely to ever have, anywhere—is noted by Guinness
World Records as “The World’s Largest Sea Cave.” Enjoy the gigantic
cavern and the wildlife that inhabits it. Sea Lion Caves, “…it’s
nothing short of wild…!” www.sealioncaves.com

for ComPleTe evenT lIsTIngs and Where To sTay, eaT and Play, go To vIsITTheoregonCoasT.Com

10

Headline driven
For use if you’re a bicycle club putting on a race or an art gallery or a kiteboarding
business and you’d like to make an emotional, insightful connection with your core audience.
The headline/photo will get their attention, and then you can follow through with the mile
marker and the name of your business or event for more information.

12

Headline driven Print: half page

head-ClearIng hIkes.
mInd-BloWIng vIeWs.

Go home with sand in
your shoes and art in
your trunk.

Mile 140, Nye Beach


Mile 328, Gold Beach
Central


souTh


PLAYING WITH YOUR
FOOD IS ENCOURAGED.

fungITarIans WelCome.
Mile 128, Dockside Charters, Depoe Bay


Mile 164.4, Yachats
central


CenTral

13

headline-driven print: small space

INVITE A FRIEND
OR TWO FOR DINNER.

CYCLING HERE IS NOT
FOR EVERYONE.
SOME PEOPLE LIKE IT
BORING.

Mile 156, Port of Alsea, Walport

exPlore all 363 exTraordInary mIles.

vIsITTheoregonCoasT.Com

FOR SOME
PEOPLE
SUMMER IS THE
“BORING” TIME
OF YEAR.

million-dollar
views for
exactly zero
dollars.

Mile 164.4, Yachats

CenTral



CenTral



1.4 miles NW of Pacific City

11 miles SW of Coos Bay

souTh

explore all 363 extraordinary miles.

visittheoregoncoast.com

North


CHILDHOOD DREAMS FULFILLED DAILY.

Life is short. Eat Crab.

Note: Headline-driven small-space print ads should
not be smaller than the sizes shown here.

Mile 150, Seal Rock

CenTral

Mile 156, Waldport

central


14

headline-driven print: Ad Layout Guide

Half-Page Headline-driven

Majority of the space allocated
to the main photo and headline.

85%

15%

Vertical Small-Space Headline-driven

fungITarIans WelCome.

Vertical space allocated to top banner
(paper background), main image and
bottom banner (paper background).

86%

million-dollar
views for
exactly zero
dollars.

The rope of the seal overlaps the top edge of the
paper background. Seal size takes up 15%–20%
of the composition.

Mile 164.4, Yachats


Headline in Trade Gothic, all caps, always
horizontally centered. Start with the headline
vertically centered; but move it if disturbs the focus
of the image or is illegible (see example below).

CenTral

Region designation.
The rope of the seal overlaps the top edge of the paper
background. Seal size takes up 15%–20% of the composition.


14%

childhood dreams fulfilled daily.
childhood dreams fulfilled daily.

Mile 150, Seal Rock

central

Headline in Trade Gothic, all caps, always
horizontally centered. Start with the headline
vertically centered; but move it if disturbs the focus
of the image or is illegible (see example below).

Mile 150, Seal Rock



North

Region designation.

If vertically centered headline disturbs the focus of
the photo find an area above or below it sits legibibly.
In this case the sky is more legible, so it is centered
between the horizon and top of the ad.

central

15

officially yours
Officially Yours is the tagline for the People’s Coast. It’s not mandatory, but it’s useful in certain
situations. When used in combination with a dramatic view or unexpected gem, it can remind our
audience of everything the People’s Coast stands for: uninterrupted access to amazing stuff. The
Officially Yours headline can help generate interest in your area and remind people of all the wonders
that are theirs to enjoy, by official decree.

17

officially yours print: Half Page

mile 328, gold beach

mIle 28, eCola sTaTe Park

OFFICIALLY YOURS

OFFICIALLY YOURS

It’s a law in Oregon that the entire coast is free and open to everybody.


south


norTh


mIle 222.6, oregon dunes naTIonal reCreaTIon area

mile 222.6, Oregon dunes national recreation area

OFFICIALLY YOURS

OFFICIALLY YOURS


South


souTh

18

officially yours Print: small space

mIle 42.8, neahkahnIe BeaCh

mile 28, Ecola state park

mIle 39, osWald WesT sTaTe Park

OFFICIALLY YOURS

OFFICIALLY YOURS





norTh



north



OFFICIALLY
YOURS

norTh


north


OFFICIALLY YOURS
Mile 140, Nye Beach

OFFICIALLY
YOURS

1.4 miles NW of Pacific city

CenTral

OFFICIALLY YOURS

mile 140, nye beach

mIle 222.6, oregon dunes

officially yours
OFFICIALLY YOURS

Mile 222.6, Oregon Dunes National Recreation Area


SOUTH


souTh


CENTRAL


19

Officially Yours Digital: Static and Mobile Banners

160 x 600 Pixels

728 x 90 pixels

300 x 250 pixels

Mobile 300 x 50

Mobile 320 x 50

Templates available. Contact Marcus Hinz.

20

Officially Yours Digital: animated Banners

160 x 600 Pixels

728 x 90 pixels

300 x 250 pixels


The starting frame shows the background and the mile marker
with newspaper under it. In the next step, OFFICIALLY YOURS slides
in from the right on vertical banners and the top on horizontal
banners. For the final step, the lower portion of newspaper slides
in, followed by text and the Coast Crest fading in.

21

OFFICIALLY YOURS digital
co-op Opportunities
Co-op opportunities in the digital space are achieved via media
placement, not the actual creative. Rather than force multiple
locations into a single creative execution, work with neighboring
businesses or towns to place individual creative strategically to
achieve a co-op effect.

22

Officially Yours: Ad Layout Guide

Half-Page Officially yours Ad

Mile and location in Trade Gothic Bold
Condensed. Vertically and horizontally centered
mile and business name copy; compensate
space for the flag icon.

Mile 28, Ecola State Park

9%

15%

OFFICIALLY YOURS
70%

15%

Vertical Small-Space Officially yours
7%

Mile and location in Trade Gothic Bold


Center the headline and scale to 75%–90%
of the width of the space

Headline in Trade Gothic, all caps, on one line.
Pick a location vertically near the center that
maximizes contrast and does not obscure critical
features of the photograph.
Center the headline and scale to 75%–90%
of the width of the space.

Vertical space allocated to top
banner (paper background),
main image and bottom banner
(paper background).


73%

79%


north

Headline in Trade Gothic, all caps and can be
two lines. Pick a location vertically near the
center that maximizes contrast and does not
obscure critical features of the photograph.

mIle 156, WaldPorT

OFFICIALLY YOURS

OFFICIALLY YOURS



14%

mIle 156, WaldPorT


OFFICIALLY
YOURS

8%

Region designation.
Copy in mixed case; subhead and URL
left aligned in bold, all caps.


84%


18%

8%


north

Region designation.
In a small space use subhead and URL only.
Left-align and break into two lines.

If red headline becomes illegible due to background image,
“cream” color may be used.

CenTral


CenTral

23

Local BusinesS
When you want to promote your business, and you want to leverage the power of the People’s Coast
brand to make a bigger impact.

25

Local Business Print: half page

mIle 156, WaldPorT seafood markeT

mile 138.3, bike newport

Only the freshest daily catches.

Experience the Coast on two wheels. bikenewport.net


central


mIle 150, seal roCk sTaBles

mile 128, dockside charters

Catch your dinner from the depths of the Pacific. docksidedepoebay.com


CenTral

Beach rides daily May through October. sealrockstables.com
central


CenTral


26

local business print: small space

mIle 150, seal roCk sTaBles

seal roCk sTaBles
Mile 150, Seal Rock




CenTral



neWPorT vIsual arTs CenTer

Mile 128, Dockside Charters, Depoe Bay

norTh

MILE 141


CenTral


CenTral


27

Local Business Digital: Static Banners

160 x 600 Pixels

728 x 90 pixels

300 x 250 pixels


28

Local Business digital
co-op Opportunities
Co-op opportunities in the digital space are achieved via media
placement, not the actual creative. Rather than force multiple
locations into a single creative execution, work with neighboring
businesses or towns to place individual creative pieces
strategically to achieve a co-op effect.

29

Local business: Ad Layout Guide

Vertical Small-Space Business

Half-Page Business
9%

Vertical space allocated to top
banner (paper background),
main image and bottom banner
(paper background).

mile 150, seal rock stables

Mile and business name in Trade Gothic Bold


73%


seal rock stables
Mile 150

Business name in Trade Gothic Bold Condensed;
mile in regular weight. Vertically and horizontally
centered mile and business name copy;
compensate space for the flag icon.

75%


Beach rides daily May through October. sealrockstables.com
18%

11%

Central

Region designation.
Copy in mixed case; subhead and URL
left aligned in bold, all caps.

14%




central

Region designation.
In a small space use subhead and URL only.
Left-align and break into two lines.

30

photography
Subject
Photography for the People’s Coast brand should convey the extraordinary privacy and freedom that
are possible when you have access to 363 miles of public coastline. There should be a sense of
spontaneity in the action. We’re not looking for locations like Haystack Rock or lighthouses. We’re
more interested in the lesser-known vistas, secret beaches, trails, etc., with small numbers of people
(zero to a handful) enjoying them in their own quirky ways, with lots of space around them.
Officially Yours layouts work best with just scenery and no people or with scenery and a person
small in the frame and unaware of the camera. Our readers should be able to put themselves in the
situation and feel that the beautiful vista in front of them is “officially theirs.”
For local business and smaller-space layouts, a close-up of a single, graphic element works well,
e.g., a close-up of a Dungeness crab. Simpler is better.
Style
We’re recommending an artistic Polaroid/Holga photographic style for this campaign. The intense,
saturated colors and dreamy, personal quality of the Polaroid (or Holga) technique reinforce the ideas
of personal freedom, spontaneity and heightened senses. This style of photography has become very
popular with the invention of Instagram, the photography-sharing mobile application. Instagram is
essentially photography of the people. (Check out #thepeoplescoast on Instagram.)

32

APPROVED SELECTS

Mile: 28
Location: Ecola State Park
Region: North

Mile: 140
Location: Nye Beach
Region: Central

Mile: 156
Location: Waldport
Region: Central

Mile: 1.4 miles NW of Pacific City
Location: Cape Kiwanda
Region: North

Mile: 140
Location: Nye Beach
Region: Central

Mile: 11 miles SW of Coos Bay
Location: Lighthouse Beach
Region: South

Note: These images have been licensed by Travel Oregon for use by Oregon Coast businesses, towns and DMOs. Please contact
Marcus Hinz to request assets. Usage on all images is three years North America for the following uses: consumer and trade
print, newspaper, collateral, brochure, direct mail, industrial, PR/events, digital and internet. Usage expires July 2016.

Mile: 39
Location: Oswald West State Park
Region: North

Mile: 42.8
Location: Neahkahnie Beach
Region: North

Mile: 150
Location: Seal Rock
Region: Central

Mile: 222.6
Location: Oregon Dunes National Recreation Area
Region: South

Mile: 112.9
Location: Lincoln City
Region: Central

Mile: 156
Location: Port of Alsea, Waldport
Region: Central

Mile: 328
Location: Gold Beach
Region: South

33

REFERENCE PHOTOS

Mile: 39
Region: North

Mile: 141
Location: Newport
Region: Central

Mile: 164.4
Location: Yachats
Region: Central

Mile: 39
Region: North

Mile: 141
Location: Newport
Region: Central

Mile: 150
Location: Seal Rock
(beach at end of Quail St.)
Region: Central

Mile: 166.9
Location: Devil’s Churn, Yachats
Region: Central

Mile: 138.3
Location: Agate Beach, near Newport
Region: Central

Mile: 128
Location: Dockside Charters, Depoe Bay
Region: Central

Mile: 155.5
Location: Alsea Bay
Region: Central

Mile: 166.9
Location: Devil’s Churn, Yachats
Region: Central

Note: These are all unlicensed photos that have been collected for the sole purpose of providing reference
and inspiration for the suitable style of photography as outlined on page 29. None of these images should be
considered for direct use. For inquiries and availability of additional images, please contact Holly Macfee.

Mile: 138.3
Location: Agate Beach, near Newport
Region: Central

Mile: 156
Location: Waldport
Region: Central

Mile: 222.6
Location: Oregon Dunes National
Recreation Area
Region: South

Mile: 222.6
Region: South

Mile: 140
Location: Nye Beach
Region: Central

Mile: 164.4
Location: Yachats
Region: Central

Mile: 222.6
Region: South

34

PHOTO TREAMENT

TREATMENT HOW-TO

STEP 3: TRY OUT VARIOUS EFFECTS

If choosing to source photos outside of the licensed photos provided,
the asset kit includes a series of Photoshop layer sets to apply to give
your photos additional color and tone consistent with the overall look
and feel of this guide. Using the layer sets will require some basic
photo-retouching knowledge as well as trial and error.

STEP 4: FINAL ADJUSTMENTS
Click the radio box on the left side of each layer set
(e.g. “Mayfair”) to try various effects that suit your
photo. Some judgment will be necessary here; for
example, the effect on this photo has become too
bright on the fish and loses detail.

STEP 1: SELECT PHOTO

STEP 2: Drag Effects onto your photo

OFF

ON
STEP 5: Save and place in layout

Turn effect off and try another.

If the effect is too intense, consider lowering its opacity.
Click on the effect layer group you wish to lower, then
find this setting in the top right of the layer palette.
CLICK EFFECT GROUP

ADJUST %
Mile 128, Business Name Here

Select a well-composed photo like the ones on pages
33 and 34. Then open “Oregon_Tourism_Effects.psd.”

This also works if the grain is too strong for the photo.

Click on the “Coastal Layer Set” folder within the layer
palette and drop onto your photo.

CLICK GRAIN LAYER

Central

Save your photo in a format your publication prefers
and place into your layout.

ADJUST %

This effect is too dark.

Before

After

This effect makes the photo interesting and highlights
the fish quite nicely.

35

DETERMINE YOUR MARKER

YOUR MILE MARKER

Mile markers should represent where on Highway 101 the photograph in your layout was taken so
visitors can discover it for themselves. The preferred method is to locate the closest mile marker on
Highway 101 nearest the point of interest, town or business the photo represents. Instances where
the location is coastal but slightly off Highway 101, use the distance and direction from the nearest
major town that is on the highway (e.g., 11 miles SW of Coos Bay).

37

voice of the people’s coast
“Voice” refers to the attitude conveyed through headlines and copy in any piece of communication.
We’d love for it to feel like a real person talking to another real person. The person speaking is someone
you would like to spend time with. This person is passionate about the Coast, but not gushy. Confident,
but not pretentious. This person would always say “use” and not “utilize,” and would probably say
“spots you’ll love” rather than “points of interest.”

38

SAMPLE HEADLINES

subject: horseback riding

· Add a covered wagon and boom! you’re a pioneer.
· Childhood dreams fulfilled daily.
subject: fishing/crabbing

· Dinner may just take all day.
· Life is short. Eat crab.
· Playing with your food is encouraged.
· Invite a friend or two for dinner.

subject: arts/crafts

· Go home with sand in your shoes and art in your trunk.
· Beauty begets beauty begets beauty.
· If you get tired of this, you can always shop for some art.

subject: mushroom foraging

· Fungitarians welcome.
· The Coast is free to everybody, but wild mushrooms cost extra.
Just kidding.
· Hike to eat. Eat to hike.
subject: storm watching

· Around here, you don’t need a TV to see plenty of drama.
· Mind-blowing scenery. Hair-blowing weather.
· See weather that comes all the way from halfway around the world
just to impress you.
· For some people, summer is the “boring” time of year.

subject: Spiritual side of nature

· Come for the fresh air. Go home with a fresh outlook.
· Some people go to therapy. We just look out the window.
· A vacation should help put things into perspective.
· Whatever was bugging you on the drive out here will soon be forgotten.

39

TYPOGRAPHY
Primary Sans Serif
Trade Gothic is the primary sans serif and is used for headlines, headers
and large body copy. We recommend using Bold Condensed No. 20.
All caps is recommended for headlines and headers.

Trade Gothic (Bold condensed No. 20)
abcdefgh abcdefgh 12345
Available here: http://www.myfonts.com/fonts/linotype/trade-gothic/bold-condensed-no-20-63882/buy.html

SECondary SANs serif
Trade Gothic is the secondary sans serif and is used for smaller subcopy
that needs to be thinner. We recommend using Condensed No. 18.
Upper- and lowercase letters are used, and the font is primarily used
to indicate locations and mile markers.

Trade Gothic (Condensed No. 18)

typography
The People’s Coast typographic style consists of two typefaces: Trade Gothic (Bold Condensed No. 20) and
Trade Gothic (Condensed No. 18). To ensure continuity, these fonts are to be used in all printed works.
If the typefaces are not available on your computer they will have to be purchased and licensed for
your specific use.

Available here: http://www.myfonts.com/fonts/linotype/trade-gothic/condensed-no-18-63882/buy.html

substitute font
If Trade Gothic Bold Condensed No. 20 is not available, use the
Bell Centennial font for e-mails, Web and PowerPoint.

Bell Centennial (Sub Caption)
Bell Centennial (Sub Caption) replaces Trade Gothic (Condensed No. 18).
Available here: http://www.myfonts.com/fonts/bitstream/bell-centennial/sub-caption

40

COLOR

COLOR BUILDS

preferred Headline
ANd logo color
c15 m100 y100 k0
pantone 1795 C

Body copy color
c0 m0 y0 k61

Secondary
Headline COLOR

pantone 424U

c1 m3 y2 k0

r107 g109 b112

Color

r250 g244 b243

r210 g35 b42

It is important that the People’s Coast maintains a consistent look and feel across the broad
platform of media and materials produced. Using the approved colors in all communications will

PANTONE COLOR

strengthen the brand while allowing each application to be distinct. The uncoated Pantone colors
are for the stationery only (bottom row).

Stationery
logo color
pantone 1797 U

stationery
Type Color
pantone 424 U

41

LOGO

Logo
The logo is a crisp, modern interpretation of a classic motif: an “official” yet whimsical new
emblem inspired by the road sign for Highway 101. The flags link to maritime imagery and the
Oregon Coast website. Lastly, the whale tail and rope imagery are iconic of the Coast.

Regions
The People’s Coast logo represents all 363 miles of the public coast. The mile marker identifies a
specific destination to explore. To orient people as to where the mile marker exists geographically
along the Coast, the designations North, South and Central are available to accompany the logo
in print executions. It is not mandatory but an option for print only. This is the only acceptable
south

central

north

subcopy. Do not use individual or multiple cities or towns.

42

LOGO

Recommended print size 1.3"

Recommended maximum print size 1.8"

Size Requirements
To maintain readability, proper logo size is important. The logo should never be printed smaller than
Recommended mimimum print size .75"

.75" For larger materials, such as signage and billboards, use your best judgment for the size of
the logo, leaving adequate clear space around the mark. For Web only the logo can be sized down as
shown in the examples in the digital section.
Preferred use of logo
The preferred color for the People’s Coast logo is red and knocked out to the background color. For
example, if the logo appeared on a white background and was in color, the logo would be red and
white. In the print ads and web banners, the logo would be red and knocked out to the background

For color usage

color (regardless of whether it bleeds over some other part of the ad).

For black and white usage only

43

LOGO DON’Ts

Yachats, Seal rock, Waldport
Do not stretch the logo horizontally.

Do not stretch the logo vertically.

Do not fill the logo with colors outside
the recommended logo colors.

Do not change the region (South, North or Central)
to multiple city names.

Seal rock
Do not knock out to colors other than white
or the paper background color.

Do not use a drop shadow.

Do not use on colors that lack
sufficient contrast.

Do not change the region (South, North or Central)
to a single city name.

44

identity
letterhead, #10 envelope, double-sided business card

oregon STATUTE 390.610

“…It is the public policy of the State of Oregon to forever
preserve and maintain…the ocean shore…so that the
public may have the free and uninterrupted use thereof.”

Jane Doe
executive director
Oregon Coast Visitors Association
137 ne first street / po box 74
newport, oregon 97365
p 541 574 2679 888 628 2101
f 541 265 2188
jdoe@visittheoregoncoast.com

OREGON COAST VISITORS ASSOCIATION

137 ne first street / po box 74 newport, oregon 97365 p 541 574 2679 888 628 2101 f 541 265 2188

45

e-mail signature

The people’s coast
Jane Doe
executive director
p 541 574 2679 888 628 2101
f 541 265 2188

E-mail signatures should be formatted as follows:
The colors used in the e-mail signature are dark
gray and red. Recommended typeface is Trade Gothic.


The people’s coast
Jane Doe
executive director
p 541 574 2679 888 628 2101
f 541 265 2188

If Trade Gothic is not available, use Bell Centennial.


46

Oregon Coast Style Guide

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