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Brand Style Guide - Alaska's Inside Passage

The Alaska’s Inside Passage brand represents the image of our area as a desirable place to live, work and play. It carries an evocative message
of promise to our visitors and reinforces pride in this special region among our residents. Marketing communications used to promote the
Alaska’s Inside Passage brand represent our promise made. The experiences a resident or visitor has in Southeast Alaska represents the
promise kept.
The purpose of this Brand Style Guide is to maintain brand consistency in all marketing communications used to represent Alaska’s Inside
Passage. It is crucial that we speak with one clear voice so that our message is amplified to reach our audience. Although it is impossible
to address all conceivable interpretations of the Alaska’s Inside Passage brand, this guide does, however, convey key elements and style
attributes of a destination community.
The tools in this guide will help build Alaska’s Inside Passage’s brand equity, increasing interest in the region as a desirable destination for
independent visitors and a proud home for it’s residents.
Introduction

Contents
Introduction
The Brand
What is a Brand?
Alaska’s Inside Passage Brand
Brandmark, Wordmarks & Tagline
Brandmark
Tagline
Wordmark
Clearspace
Minimum Sizes
Permitted & Prohibited Use
Permitted, 4 Color
Permitted, Single Color
Prohibited
The Brand Properties
Color Palette
Fonts
Photography
0.1
1.0
1.1
1.2
2.0
2.1
2.2
2.3
2.4
2.5
3.0
3.1
3.2
3.3
4.0
4.1
4.2
4.3
Brand Applications
Business Cabinet
Press Release
Brochure
Print Advertising
Water Bottles
Coffee Cup
Coasters
Cap
T-shirt
Sweatshirt
Website
Smart Phone or Tablet App
The Brand Signature
Signature for Brochure
Signature for Rack Card or Leaflet
Co-branding
5.0
5.1
5.2
5.3
5.4
5.7
5.8
5.9
5.10
5.11
5.12
5.13
5.15
6.0
6.1
6.2
6.3

The Brand
What is a Brand?
1.1
1.2

1.1
What is a Brand?
A brand is the collective message we present to our market. Simply put, a brand is the perception people have
of us, regardless of our intent. A Brand Strategy is the process a destination undergoes to develop campaigns
that deliver an intended message targeted to a specific audience. If successful, the right message will reach our
intended audience.
There are many who think a logo is the brand. A logo is merely a visual emissary - an icon representative of
the brand. A brand is more than our visual communications. It is the destination experience promised to the
target audience. That experience must be delivered as promised because a strong brand comes from earned
credibility.
Externally, branding increases visitor awareness. If developed correctly, a brand differentiates the destination
from other places. It will increase visitor returns and, more importantly, increase dollars spent here. Internally,
brand consistency will align marketing and communications activity among our residents, business owners and
community representatives.

1.2
The Brand Promise
Southeast Alaska’s Inside Passage offers the independent visitor a personal window to a place of genuine wonder;
exploration of soaring mountains and tumbling glaciers up close and at his or her own pace; interaction with marine
and land-based wildlife; intimate connections to the history and cultures of the region; and individual exploration of
remote but accessible wilderness and inland waterways.
Values
• Closeness to nature
• Deriving energy from the environment
• The value of building memories
• Quality personal/family experiences
• Delight through personal exploration and discovery
Personality
The independent Alaska’s Inside Passage (if it were a person), is an inquisitive, energetic individual who seeks
personal discoveries by following his or her own path.
Essence
An intimate journey of exploration through the wonders of Alaska’s inside Passage
Emotional Benefits
• The restfulness of a leisurely journey at one’s own pace
• The satisfaction of experience through all of the senses
• The delight of intimate observation of flora and fauna
• Connectedness with nature through solitary or undisturbed time
• A sense of personal discovery through one’s own initiative
• Tranquility from the unpopulated environment

Brandmark & Tagline
Brandmark
Tagline
Wordmark
Clearspace
Minimum Sizes
2.1
2.2
2.3
2.4
2.5

2.1
BrandmarkThe Alaska’s Inside Passage brandmark
(logo) is the graphic nucleus from
which all visual communications
revolve. With consistent exposure
through comprehensive visual
communications, Alaska’s Inside
Passage’s brand equity will increase.
There are 3 primary components of the
Alaska’s Inside Passage brandmark:
1. The typographical portion of the
logo is a stylized derivative from the
Bravissima Script font.
2. Represents a mountain range
with a waterway passage in the
foreground.
3. The double blue “swash” gives the
brandmark a visual foundation. It
represents the ocean shoreline.
1
2
3

2.2
Tagline1. It may be isolated away from the
marks but always within the same
visual display.
2. When used with the brandmark, the
tagline must maintain its position
as constructed in the approved
brandmark configuration.
1
2

2.3
WordmarkThe Alaska’s Inside Passage wordmark
is subsidiary to the brandmark. It is
used in applications where the
brandmark’s legibility may be
compromised, for small applications
with limited impression areas or
as a subtle signature where the full
brandmark has already been introduced.

2.4
ClearspaceA minimum clearspace on all sides
of the Alaska’s Inside Passage
brandmark and wordmark is indicated
as a light grey version of the letter “A”.
It must be maintained at all times.
These areas must never be invaded
by other graphics or photographic
elements.
In rare cases, low contrast
photographic elements may appear
behind the brandmark/wordmark
but it is recommended that the
brandmark/wordmark remain
isolated.

2.5
Minimum Sizes1. The Alaska’s Inside Passage
brandmark is designed to maintain
legibility in very small applications.
When used with the Boundless
tagline, it’s minimum size should be
no less than 1 1/4” from the left edge
of the upper case “A” to the right
edge of the lower case “e”.
2. If used without the Boundless
tagline, it’s minimum size should be
no less than 1” from the left edge of
the upper case “A” to the right edge
of the lower case “e”.
3. The minimum size for the wordmark
should be no less than 3/4” from the
left edge of the upper case “A” to
the right edge of the lower case “e”.
1
3
2
1 1/4"
1"
3/4"

Permitted & Prohibited Use
Permitted, 4 Color
Permitted, Single Color
Prohibited
3.1
3.2
3.3

3.1
Permitted, 4 ColorThe following rules describe permitted,
4 color brandmark applications.
Whenever possible, the 4 color
brandmark must be used over a white
background.
In limited situations, it may be used
over a white/off-white watercolor
paper texture or against a low contrast,
photographic background equal to or
no more than 15 % grey or 15 % sky blue.
NOTE:
An Alaska’s Inside Passage Brand
Identity Usage Agreement must be
submitted for approval prior to use of
the Alaska’s Inside Passage brandmark
or any graphic element contained in
this style guide.
To obtain a free Usage Agreement
form, please call 907-586-4777.

3.2
Permitted, Single Color1. When an application requires the
use of a single color version of the
brandmark/wordmark, black over
white is the preferred format.
When used in reverse over a dark
background, the brandmark/
wordmark shall be applied as white
and gradient tints of white.
2. A reversed (white) brandmark/
wordmark may be used against a
high contrasting watercolor wash
that closely represents one of the
non-tinted primary colors from the
approved color palette.
The reversed brandmark/wordmark
may be applied against a photo
image as long as its placement is
over a contrasting area devoid of
distinctive elements or competing
textures.
3. When an application requires the
use of a single color version of the
brandmark/wordmark other than
black, use Purple Majesty (pms 2617)
and gradient tints thereof whenever
possible.
It is preferred that a single color
format be used over white or a
white/off-white watercolor paper
texture.
4. Green Grass (pms 361) and Blue
Ocean (pms 2995) may be used
as single color versions of the
brandmark/wordmark against a
white background only. However,
these versions shall be used at
a minimum because of their low
contrast. They will appear visually
weak and will not support the brand
when used with strong imagery or
high contrasting graphics and/or
text.
1
2
3
4

3.3
Come to and get Wild!
4
Prohibited1. Under no circumstances shall users
of the Alaska’s Inside Passage
Brandmark/wordmark make any
alterations to it.
2. The color arrangement of the
brandmark/wordmark shall never be
rearranged or changed in any way.
This includes changing the gradient
values or adding a drop shadow.
3. No elements that are part of the
brandmark shall be removed.
4. Single color versions of the
brandmark shall not deviate from
Black, Purple Majesty (pms 2617),
Blue Ocean (pms 2995), Green Grass
(pms 361) or White.
5. The 4 color version of the
brandmark must never be placed
against a textured background other
than a low contrast photo image or
a white/off-white watercolor paper
texture.
6. The brandmark/wordmark shall
never be used against a photo image
background that has competing high
contrast visual elements that invade
the clearspace.
never be used as a third party
identity.
never be used as screen tint or
watermark.
9. The 4 color version of the
brandmark must never be placed
against a colored background other
than white or a white/off-white
watercolor paper texture.
10. When a brandmark is used with
isolated imagery, it must never be
obstructed or obscured.
11. Neverusethebrandmarkinasentence.
12. Never rotate the brandmark or use it
in a fixed, vertical format unless the
application may be used or viewed in
a “right-read” position.
1 2 3
5 6
7 8 9
10 11 12

Brand Properties
Color Palette
Fonts
Photography
4.1
4.2
4.3

4.1
Color Palette1. The brand color palette consists
of 5 primary colors (Black, Purple
Majesty, Blue Ocean, Blue Sky
and Green Grass Also included are
allowable color treatments (tints
values and gradient blends).
2. The colors are based on the Pantone
Matching System.
3. Each color may be reproduced as 4
screen tints.
4. The brandmark uses gradients that
use one or two colors.
5. When printing using 4 color process,
the CMYK formulas must be
maintained.
6. When digitally reproduced or
displayed electronically, the RGB
formulas must be maintained.
7. In web media, the Hex formulas will
ensure accurate representation.
PANTONE
BLACK
PANTONE
2617 C
PANTONE
2995 C
Black
Purple Majesty
Blue Ocean
#000000
R = 35
G = 31
B = 32
C = 0
M = 0
Y = 0
K = 100
C = 79
M = 100
Y = 0
K = 15
C = 90
M = 22
Y = 0
K = 0
R = 86
G = 12
B = 112
R = 0
G = 165
B = 219
#560C70
#00A5DB
70%
50%
30%
15%
70%
50%
30%
15%
70%
50%
30%
15%
PANTONE
304 C
Blue Sky
C = 30
M = 0
Y = 8
K = 0
R = 165
G = 221
B = 226
#A5DDE2
50%
30%
20%
10%
PANTONE
361 C
Green Grass
C = 69
M = 0
Y = 100
K = 0
R = 30
G = 181
B = 58
#1EB53A
50%
30%
20%
10%
Name Specification Tints Gradients CMYK RGB HEX
50%
100%
0%
100%
0%
20%
100%
100%
100%
100%
1 2 3 4 5 6 7

4.2
Fonts1. The wordmark and tagline are
derived from the Bravissima Script
font.
2. The letterforms have been redrawn
without the rough edges.
3. When creating headlines, sub-heads,
captions or body text on printed
collateral and signage, the Candara
font family shall be used.
4. When creating HTML (Hyper Text
Markup Language) in web
environments, the Tahoma font
family shall be used.
3
4 Tahoma Regular
ABCDEF
abcdef123
Tahoma Bold
ABCDEF
abcdef123
Candara Regular
ABCDEF
abcdef123
Candara Italic
ABCDEF
abcdef123
Candara Bold
ABCDEF
abcdef123
Candara Bold Italic
ABCDEF
abcdef123
1
2
Tahoma Regular
ABCDEF
abcdef123
Tahoma Bold
ABCDEF
abcdef123
Candara Regular
ABCDEF
abcdef123
Candara Italic
ABCDEF
abcdef123
Candara Bold
ABCDEF
abcdef123
Candara Bold Italic
ABCDEF
abcdef123

4.3
PhotographyPhotographic imagery must be
professional and simple in composition.
When possible, images should be
composed or cropped to
accommodate overlaying, reversed
text.
Images should capture the key
experiences of the Alaska’s Inside
Passage area. They should reflect
the beauty of the area’s natural
resources and untouched environment.
Images of people interacting with
the environment should be used
whenever possible.

Sample Applications
Business Cabinet
Press Release
Brochure
Print Advertising
Water Bottles
Coffee Cup
Coasters
Cap
T-shirt
Sweatshirt
Website
Smart Phone or Tablet App
5.1
5.2
5.3
5.4
5.7
5.8
5.9
5.10
5.11
5.12
5.13
5.15

5.1
Business CabinetThe business cabinet includes a
letterhead, envelope and business card.
All three should be produced using
matching uncoated paper stock,
preferably recycled. The texture should
be smooth.
Officer Name
Title
T: 907 228-1234
C: 907 228-3456
F: 907 228-4567
email@goinsidealaska.com
1234 Alaska Street
Suite 3456
City, Alaska 99901
goinsidealaska.com
1234 Alaska Street
Suite 3456
City, Alaska 99901
1234 Alaska Street
Suite 3456
City, Alaska 99901

5.2
Press ReleaseThe press release should be printed
on the same paper stock as the
letterhead, without watermarks or
background images.
A digital version should be created to
use electronically.
1234 Alaska Street
Suite 3456
City, Alaska 99901
P R E S S R E L E A S E

5.3
Rack BrochureRack brochures should measure 4”x 9”
folded. The upper 1/4 of the front
panel should be reserved for the
brandmark and primary marketing
captions for visibility in a brochure rack.
Headline on left panel
Suspendisse vestibulum dignissim quam. Integer vel augue.
Phasellus nulla purus, interdum ac, venenatis non, varius
rutrum, leo. Pellentesque habitant morbi tristique senectus
et netus et malesuada fames ac turpis egestas. Fusce
magna mi, porttitor quis, convallis eget, sodales ac, urna.
Phasellus luctus venenatis magna Lorem ipsum dolor sit
amet,consectetuer adipiscing elit. Morbi commodo, ipsum
sed pharetra gravida, orci magna rhoncus neque, id
pulvinar odio lorem non turpis. Nullam sit amet enim.
Suspendisse id velit vitae ligula volutpat condimentum.
Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla
libero. Vivamus pharetra posuere sapien. Nam
consectetuer. Sed aliquam, nunc eget euismod ullamcor-
per, lectus nunc ullamcorper orci, fermentum bibendum
enim nibh eget ipsum. Donec porttitor ligula eu dolor.
Maecenas vitae nulla consequat libero
cursus venenatis. Nam magna enim,
accumsan eu, blandit sed, blandit a,
eros.Quisque facilisis erat a dui. Nam
malesuada ornare dolor. Cras gravida,
diam sit
amet
rhon-
cus ornare, erat elit
consectetuer erat, id
Headline on right panel
Phasellus luctus venenatis magna.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Morbi commodo, ipsum sed pharetra gravida, orci magna
rhoncus neque, id pulvinar odio lorem non turpis. Nullam
sit amet enim. Suspendisse id velit vitae ligula volutpat
condimentum. Aliquam erat volutpat. Sed quis velit. Nulla
facilisi. Nulla libero. Vivamus pharetra posuere sapien.
Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla
libero. Vivamus pharetra posuere sapien.Nam
consectetuer. Sed aliquam, nunc eget euismod ullamcor-
per, lectus nunc ullamcorper orci, fermentum bibendum
enim nibh eget ipsum.
Donec porttitor ligula eu
dolor. Maecenas vitae nulla
consequat libero cursus
Headline on center panel
Phasellus luctus venenatis magna.Lorem ipsum dolor sit
amet, consectetuer adipiscing elit. Morbi commodo, ipsum
sed pharetra gravida, orci
magna rhoncus neque, id
pulvinar odio lorem non
turpis.
Nullam sit amet enim.
Suspendisse id velit vitae
ligula volutpat condimen-
tum. Aliquam erat
volutpat. Sed quis velit.
Nulla facilisi. Nulla libero.
Vivamus pharetra
Step Inside

5.4
Print AdvertisingPrint ads should be simple but
evocative. A single strong image, a
short caption, the brandmark, tagline
and URL are all that should be included.
This and following examples are based
on Sunset Magazine’s 1/3 and 1/6 ad
sizes.
Experience Alaska
from the ground up
a l a s k a i n f o . o r g
Experience Alaska
from the ground up

5.5
Print Advertising
Go with the ﬂow
Go with the ﬂow

5.6
Print Advertising
We have powerful
friends on the inside
We have powerful
friends on the inside

5.7
Water BottlesReusable water bottles are a popular
item for active visitors. The bottles on
this page display a white brandmark
and tagline.

5.8
Coffee CupCoffee cups with the brandmark and
tagline are applied to a white ceramic
cup. A solid color from the brand color
palette lines the inside of the cup as
a nice compliment to the outside
graphic

5.9
CoastersPaper coasters are made out of heavy
card stock with a watercolor wash and
paper texture as the background.

5.10
CapCaps should include embroidered
brandmarks. Because of the detail
limits of the embroidery process, small
text of overly detailed graphics should
be avoided.

5.11
T-shirts
5.11
T-shirts are a good selling item for
retailers who cater to the tourist
market. The graphics shown on this
page are designed to support the fresh,
unincumbered experience of the Inside
Passage.

5.12
SweatshirtSweatshirts are another popular item.
like t-shirts, they should include fresh,
unincumbered graphics.
5.12

5.13
Website Home PageThe Alaska’s Inside Passage area
website should be simple and quick to
navigate. The most important features
must occur on the home page or at
least within two clicks.
1. The header panel features the
wordmark over a large version of
the water swash.
2. The horizontal navigation bar
includes 5 or less items. These
repeat on all consecutive pages.
3. These short cut links are repeats
of some of the more important
drop down items in the horizontal
navigation bar.
4. Text block begins with a welcome
message. The second paragraph is
a summary of the experience that
awaits the visitor.
5. A featured YouTube movie plays
when clicked.
6. A search field allows the user to
quick search for content within the
site.
7. Revolving images of key
destinations.
8. The tagline is reversed out of the
featured image.
9. The map thumbnail is linked to a
larger map that opens when clicked.
10. Additional links or downloads are
included in a right side box.
11. Social media page links.
12. A Trip Advisor link opens up a full
report.
Home What to Do Where to Stay Where to Eat Contact Us
Communities to Explore
Getting Around
Sample Itineraries
Community Contacts
Travel Media/Press Help
Free Vacation Guides
Southeast Trails
Step inside Alaska. Pellentesque nibh felis, eleifend id,
commodo in, interdum vitae, leo. Praesent eu elit. Ut eu
ligula. Class aptent taciti sociosqu ad litora torquent per
conubia nostra, per inceptos hymenaeos. Maecenas elemen-
tum augue nec nisl. Proin auctor lorem at nibh.
Curabitur nulla purus, feugiat id, elementum in, lobortis quis,
pede. Vivamus sodales adipiscing sapien. Vestibulum posuere
nulla eget wisi. Integer volutpat ligula eget enim. Suspend-
isse vitae arcu. Quisque pellentesque. Nullam consequat,
sem vitae rhoncus tristique, mauris nulla fermentum est,
bibendum ullamcorper sapien magna et quam. Sed dapibus
vehicula odio. Proin bibendum gravida nisl.
Social Media Center
Click to
Expand
11
10
9
6
7
8
12
5
1
3
4
2

5.14
Website Section PageEach section page includes a section
overview and subsequent pages.
1. The header panel features the
wordmark over a large version of
the water swash.
2. The horizontal navigation bar
includes 5 or less items. These
repeat on all consecutive pages.
3. Image representing section.
4. These short cut links represent items
that relate to the page.
5. Text block is a section summary.
6. A search field allows the user to
quick search for content within the
site.
7. Image links to specific activity pages.
Home What to Do Where to Stay Where to Eat Contact Us
Communities to Explore
Getting Around
Sample Itineraries
Community Contacts
Travel Media/Press Help
Free Vacation Guides
Southeast Trails
Walk with gods. Pellentesque nibh felis, eleifend id, com-
modo in, interdum vitae, leo. Praesent eu elit. Ut eu ligula.
Class aptent taciti sociosqu ad litora torquent per conubia
nostra, per inceptos hymenaeos. Maecenas elementum augue
nec nisl. Proin auctor lorem at nibh.
Curabitur nulla purus, feugiat id, elementum in, lobortis quis,
pede. Vivamus sodales adipiscing sapien. Vestibulum posuere
nulla eget wisi. Integer volutpat ligula eget enim. Suspend-
isse vitae arcu. Quisque pellentesque. Nullam consequat,
sem vitae rhoncus tristique, mauris nulla fermentum est,
bibendum ullamcorper sapien magna et quam. Sed dapibus
vehicula odio. Proin bibendum gravida nisl.
6
7
3
1
4
5
2

5.15
Smart Phone or Tablet AppA smart phone or tablet app can be
developed as a condensed version of
the website. A more advanced app can
be developed to display information
relative to the location.
Inside

The Brand Signature
Overview
Signature for Brochure
Signature for Rack Card or Leaflet
Co-branding
6.1
6.2
6.3
6.4

6.1
Signature for Small LeafletThe Alaska Inside Passage signature
system will allow the brandmark and
URL to appear in conjunction with
a wide range of local brands and
attractions.
It is recommended that the signature
system be applied to tourist-related
communications in order to build equity
in the Alaska Inside Passage brand.
The signature system includes four
basic elements; the brandmark, the
URL. the lifted page graphic and
the textured watercolor paper
background.
1. The partner brand visual area of a
flier or rack brochure.
2. Lifted page graphic
3. Textured watercolor paper
4. The URL
5. The brandmark
The
Salmon
Boat
goinsidealaska.com
2
4 5
1
3

6.2
The Brand Signature for an 8.5”x 11” BrochureThe Alaska Inside Passage signature
system will allow the brandmark and
URL to appear in conjunction with
a wide range of local brands and
attractions.
It is recommended that the signature
system be applied to tourist-related
communications in order to build equity
in the Alaska Inside Passage brand.
The signature system includes four
basic elements; the brandmark, the
URL. the lifted page graphic and
the textured watercolor paper
background.
1. The partner brand visual area of a
flier or rack brochure.
2. Lifted page graphic
3. Textured watercolor paper
4. The URL
5. The brandmark
The
Salmon
Boat
goinsidealaska.com goinsidealaska.com
2
4 5
1
3

6.3
Co-brandingThere will be opportunities where area
retailers will want to use the wordmark
in their visual communications. In these
instances it will be crucial to control the
use of the wordmark when paired with
other logos.
1. The wordmark used in an inline
pairing with co-brand.
2. The co-brand
3. Separate both logos at a distance
equal to the height of the “A” in
Alaska’s.
4. Horizontal center line
5. The height of the vertical rule is
equal to the height of co-brand.
6. The wordmark used in a stacked
pairing with co-brand.
7. Vertical center line
8. The length of the horizontal rule is
equal to the length of the co-brand
The
Salmon
Boat
The
Salmon
Boat
6
1
2
8
7
3
3
4
5

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Brand Style Guide - Alaska's Inside Passage

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