1. BRAND GUIDELINES

2. Table of contents
3
Introduction
5–9
Differentiation
11
12
Brand Platform
Audience
14
15
16
17
18
19–24
26
27–29
The Logo
Size Requirements
Preferred Use of Logo
Logo Don’ts
Brand Typography
Typographic Guidelines — Print Ad Samples
Typographic Guidelines — C0-op Print Sample Ad
Measurements
31–33
34–35
Banners
Website
37
38
39
40
Letterhead
Business Cards
Envelope #10
Email Signature
42–46
Photography

3. INTRODUCTION
Dear Reader,
Over the past year, Eastern Oregon Visitors
Association, Travel Oregon and Wieden+Kennedy
have worked together to develop a new brand
identity for Eastern Oregon tourism. Our collective
hope is that this will help the region to unify its
communications with a singular voice that speaks to
the wonderful uniqueness of Eastern Oregon.
To get here we’ ve interviewed dozens of local
residents and business owners to develop a strong
understanding of what they love about their home.
We’ ve also conducted research with a diverse group
of travelers from a variety of demographics and
regions to tell us exactly what motivated them to
explore Eastern Oregon, how they researched their
trip and what they enjoyed most while visiting.
With that, we’d like to give you this brand book .
We see it as both a catalog of work and a tool to
help generate additional creative. Inside you’ll
find executions that in many situations could be
used “as is.” We know, however, that there will
be circumstances where this work will need to be
customized. We’re hoping the examples here can
serve as guidelines for layout and font as well as
the tone of Eastern Oregon’s brand voice and how it
should come to life across our spectrum of media.
Thank you, and if you have any questions please
contact Alice Trindle, EOVA , eova@eoni.com.
–3–

4. DIFFERENTIATION

5. DIFFERENTIATION
What Makes Eastern Oregon So Different ?
Eastern Oregon is a large place, with many divisions
within its boundaries. It’s no easy task to name the
special attributes of a land so varied, with so many
types of attractions. During W+K ’s travels through
Eastern Oregon, we began to see and hear repeating
themes, some of which we’ll outline in this document.
Below are four concepts that Eastern Oregon’s many
cities and towns can all use to inform marketing
materials. They ’re not taglines. They ’re simply four
attributes that can unify the marketing materials and,
therefore, visitor perception of Eastern Oregon.
Everyday History
Endless Possibility
Life Slowed Down to Perfection
Affecting Beauty
–5–

6. DIFFERENTIATION
Everyday History
Eastern Oregon is a rare slice of authentic America.
The wagon wheel ruts of the Oregon Trail embody the
Western heritage. Its residents continue traditions
that hearken back to the very origins of the region.
From Native American presentations and traditional
meals to historic downtown areas teaming with
ranchers and cowboys — Eastern Oregon is a taste of
the real West as it was and still is.
–6–

7. DIFFERENTIATION
Endless Possibility
Eastern Oregon has the assets of our geographical
neighbors, but offers more diversity within a smaller
range. For the adventurous, there is an amazing
smorgasbord of possibility. A wide variety of landscapes
provides an endless array of outdoor activities, from
mountain snow sports to hiking, biking, horseback
riding, rafting and kayaking. Intertwined with the
many landscapes are a number of unique cultural
adventures—from rodeos to museums and festivals,
the culture of Eastern Oregon provides a rich blend of
discovery and excitement.
–7–

8. DIFFERENTIATION
Life Slowed Down to Perfection
The serenity of Eastern Oregon encourages people
to sacrifice their addiction to stimulation, losing the
big - city amenities of instant gratification and late night entertainment. They also get to lose their sense
of fear and guardedness.
Visitors can’t help but take a step back and enjoy a
slower lifestyle. It feels like they ’re actually living
instead of trying to stay above the rising current of
emails and phone calls. For many, a stay in Eastern
Oregon is like comfort food when the world gets to be
too much.
–8–

9. DIFFERENTIATION
Affecting Beauty
Eastern Oregon’s majestic beauty virtually knocks
the wind out of you. The lack of crowds can make it
feel like you’re experiencing the same thrill a pioneer
enjoyed hundreds of years ago, the first time they
set eyes on the landscape’s amazing expanse. This
feeling tends to get deep inside the visitor, making
it more than just a scenic backdrop, but rather a
powerful spiritual experience to remember.
–9–

10. BRAND PLATFORM

11. Brand Platform
We, the Eastern Oregon Visitors Association, find
ourselves in a strange predicament.
We want people to come experience the rich
physical beauty, warm hospitality and living
history of our vast, beautiful region.
Just not too many people.
You see, we like secret fishing spots and roads less
traveled. We like hiking mountains without seeing
another soul and going to world- class restaurants
that don’t require a reservation a year out, if they
require one at all. We like being that hidden gem
of a place that you only hear about through word of
mouth from like -minded people.
And we think you’ll like those things, too. So come,
visit, enjoy. And tell other folks who will really and
truly get it. People who will love our part of the
country as much as you did.
Just don’t tell everyone.
–11–

12. AUDIENCE
The best audience for Eastern Oregon comprises
people who want time to relax and who choose their
travel destinations based on values. They want a
change from their fast-paced lifestyles— they want
to turn off the cell phone and Internet. They ’re
people who want to see the beautiful expanses
without a timeline. They want to experience the
land by rafting, riding or climbing it. They want to
get out and touch and feel and reflect.
People yearning for this kind of experience spend
plenty of time researching the perfect vacation
locale, using all kinds of information: magazines,
books, online resources, word of mouth. They trust
their friends and social groups who share the same
values.
Specifically, they are soft adventurers, cultural
travelers and empty nesters. We also believe
motorcyclist travelers are a strong area of
opportunity for Eastern Oregon.
–12–

13. Logo

14. LOGO
Our logo is a modern take on old Western signage
and is a nod to the classic Hatch Show Print style.
It’s a reference to the past and the “ West” without
being cheesy, ironic or over the top.
–14–

15. SIZE REQUIREMENTS
To maintain readability, logo size is important.
The logo should never be printed smaller than 1.25".
For larger materials, such as signage and billboards,
use your best judgment for the size of the logo, but be
sure to leave adequate clear space around the mark
so the logo remains easy to find and read.
Recommended minimum print size 1.25"
Recommended print size 1.375" for spreads
–15–

16. PREFERRED USE OF LOGO
The preferred color for the Eastern Oregon logo
is black when placed on a lighter background and
white when placed on a darker background.
–16–

17. LOGO DON’TS
Do not stretch the logo horizontally.
Do not stretch the logo vertically.
Do not fill the logo with colors other
than the recommended logo colors.
Do not use on colors that lack
sufficient contrast.
–17–

18. BRAND TYPOGRAPHY
The Eastern Oregon typographic style consists of two
typefaces: Wood ( Block Condensed) and Paperback
12 ( Roman). To ensure continuity, these fonts are to
be used in all printed works.
Primary font
Wood is the primary font and is used for headlines and headers.
We recommend using Block Condensed. All caps is recommended
for headlines and headers.
Wood (Block Condensed)
abcdefgh abcdefgh 12345
SECondary FONT
Paperback 12 is the secondary font and is used for body copy. We recommend
using Roman or, in cases of subcopy or smaller blocks of copy, italics. Bold is
also an option. Uppercase and lowercase letters are used.
Paperback 12 (Roman)
abcdefgh abcdefgh 12345
Paperback 12 (Italic)
abcdefgh abcdefgh 12345
Paperback 12 (Bold)
abcdefgh abcdefgh 12345
web/electronic communications
Use Times for web.
–18–

19. Typographic Guidelines­—Print Ad Samples
­
We named it
Hells Canyon
to scare people away.
Not you, other people.
Magazine spread scaled 75%
–19–

20. Typographic Guidelines­— Print Ad Samples
­
You can spend an entire day
exploring the meadows
of Steens Mountain
without seeing another soul.
We like it that way.
Magazine spread scaled 75%
–20–

21. Typographic Guidelines­— Print Ad Samples
­
It’s not that we don’t want folks to
come visit.
We do.
Just not all at once.
Magazine spread scaled 75%
–21–

22. Typographic Guidelines­— Print Ad Samples
­
A lot of things have changed out here
since the lawless days
of the wild, wild West.
Good thing the landscape isn’t one of them.
Magazine spread scaled 75%
–22–

23. Typographic Guidelines­— Print Ad Samples
­
There’s nothing to do in Eastern Oregon.
It’s really boring.
That wasn’t very convincing, was it?
Magazine spread scaled 75%
–23–

24. Typographic Guidelines­— Print Ad Samples
­
Do you ever
go on a hike
that feels more like a parade
because there are so many other hikers?
We don’t.
Magazine spread scaled 75%
–24–

25. Typographic Guidelines­— Print Ad Samples
­
Historians will tell you
the heyday
of the American cowboy
lasted until about the 1890s.
Guess they forgot to send us the memo.
Magazine spread scaled 75%
–25–

26. TYPOGRAPHIC Guidelines— CO-OP print sample Ad
Title of place in Wood
type bold centered
above photo
Body copy in Paperback 12
centered and in italics
Example ad ONLY
GEISER grand HOTEL IN BAKER CITY
CARMAN RANCH IN WALLOWA
We’ve been mighty busy
since being named the best hotel
Ranching hasn’t changed much out here.
Except now folks call our cattle
“grass-fed organically raised sustainable beef.”
between Portland and Salt Lake City.
That’s Baker City busy. Which is still pretty relaxing.
geisergrand.com
carmanranch.com
WHITE-WATER RAFTING IN HELLS CANYON
URL placed centered
bottom in bold
Paperback 12
Thicker box lines can
be used to separate
different places
TERMINAL GRAVITY BREWERY & PUB
Choose desaturated
photos that show
a unique detail of the
place being highlighted
Copy should tell
a story and URL can
be used for further
information
We didn’t build our award-winning craft brewery
We named it Hells Canyon
to scare people away.
far off the beaten path to keep you from visiting.
Not you, other people.
We just want you to build up a thirst along the way.
riverdrifters.com
terminalgravitybrewing.com
Logo prominent
and centered
For complete event listings for empty nesters, soft adventurers, motorcyclists and cultural travelers VISIT EOVA.COM
–26–
Call to action with
Eastern Oregon URL
centered bottom

27. MEASUREMENTS— PAGE
Trim: 8.375"
Live: .5"
Live: .5"
Trim: 8.375"
Trim: 10.5"
Live: .25"
Copy is using
Paperback 12
and placed in
a “poetic” way
It’s not that we don’t want folks to
come visit.
We do.
Just not all at once.
Logo is placed
in the bottom
right corner
with equal
distance on
the right and
bottom sides
Live: .25"
Trim: 10.5"
–27–

28. MEASUREMENTS— SPREAD
It’s not that we don’t want folks to
come visit.
We do.
Just not all at once.
Safety 0.25"
Trim 10.5"
–28–
Safety 0.25"
Safety 0.25"
Trim 16.75"
Gutter 0.125"
Safety 0.25"
Trim 16.75"
Trim 10.5"

29. MEASUREMENTS— 1/6 PAGE
Sometimes ad sizes can be too small to tell a full
story with image and copy. For example a 1/4, 1/6
or 1/8 page size that you might get in an event
program somewhere. In these cases we recommend
just having the logo tastefully big in the space with
the URL . The logo in and of itself is a story that can
be supported online.
Trim: 5.25"
Live: .25"
Live: .25"
For 1/6 page,
use centered
logo only
eova.com
eova.com
Live: .25"
Live: .25"
Trim: 5.25"
Trim: 5.25"
Place URL
flush right
below logo
–29–
Trim: 8.375"
Live: .5"
Live: .5"
Trim: 8.375"
Trim: 8.375"
Live: .5"
Live: .5"
Trim: 8.375"
Trim: 5.25"

30. DIGITAL

31. BANNERS
–31–

32. BANNERS
Ranching hasn’t changed
Ranching hasn’t changed
Except now
Except now
“grass-fed organically
raised sustainable beef.”
“grass-fed organically
raised sustainable beef.”
much out here.
folks call our cattle
–32–
much out here.
folks call our cattle

33. BANNERS
We named it
Hells Canyon
to scare people away.
Not you, other people.
–33–

34. WEBSITE
Main featured photo
will rotate with logo
centered, always
staying on top middle
Wood background
texture will remain
the same throughout
Four main photos will
represent four main
categories representing
the region. All will
remain at 50% opacity
until rolled over and
will then highlight to
100%.
Times regular font
14 points
Times bold font
22 points
Overview of Eastern
Oregon. Changes when
regions are selected to
become region specific.
Rotating photo
from “Trips We Love”
from Travel Oregon
website
Times regular font
14 points (body copy)
“Trips We Love” data
pulled from Travel
Oregon website
Times bold font
22 points
(headline copy)
–34–

35. WEBSITE
–35–

36. APPLICATIONS

37. LETTERHEAD
.25"
8.5"x11" (not actual size)
.25"
Paperback 12 font
15477 Sky Ranch Lane
Haines, Oregon 97833
–37–

38. BUSINESS CARDS
4 different photo backs
Eastern Oregon Visitors Association
Information mimics
“poetic” style of ads
15477 Sky Ranch Lane / Haines, Oregon 97833
phone 541-856-3356
cell 541-519-7234
eova@eoni.com
ALICE TRINDLE
executive director
–38–

39. ENVELOPE #10
.75"
.75"
Paperback 12 font
15477 Sky Ranch Lane
Haines, Oregon 97833
–39–

40. EMAIL SIGNATURE
ALICE TRINDLE
executive director
Eastern Oregon Visitors Association
15477 Sky Ranch Lane / Haines, Oregon 97833
phone 541-856-3356
cell 541-519-7234
Email signatures should be formatted as follows:
The color used in the email signature is black, and
Wood and Paperback 12 fonts are used.
eova@eoni.com
ALICE TRINDLE
executive director
Eastern Oregon Visitors Association
15477 Sky Ranch Lane / Haines, Oregon 97833
phone 541-856-3356
cell 541-519-7234
eova@eoni.com
–40–
If Wood and Paperback 12 are unavailable,
use Arial and Garamond in their place.

41. PHOTOGRAPHY

42. PHOTOGRAPHY
Photography for the Eastern Oregon brand should
highlight the endless possibility for exploration.
The images should convey a sense of wide - open
spaces and endless sky while highlighting hidden
gems like secret fishing holes and special hikes.
When featuring people, we should show them in
action as much as possible —rafting or enjoying
a craft beer —as opposed to merely observing.
Although Eastern Oregon is about enjoying a slower
pace, it’s also a place to do and explore rather than
sit and wait.
We recommend desaturating the images to give
them a dreamy, nostalgic quality that reinforces the
idea of vast miles to explore while evoking a notso - distant past when life was a bit more simple and
nature was all around us.
–42–

43. PHOTOGRAPHY EXAMPLES KURT HEttLE— please contact MARGO AT Wieden+Kennedy for usage rights — 503.937.7318
–43–

44. PHOTOGRAPHY EXAMPLES KURT HEttLE— please contact MARGO AT Wieden+Kennedy for usage rights — 503.937.7318
–44–

45. PHOTOGRAPHY EXAMPLES DAVID EWALD— please contact MARGO AT Wieden+Kennedy for usage rights— 503.937.7318
–45–

46. PHOTOGRAPHY EXAMPLES DAVID EWALD— please contact MARGO AT Wieden+Kennedy for usage rights— 503.937.7318
–46–

47. Thank You