Brand & Style Guide

About this document

Northern Pines has chosen to implement the following branding guidelines as we look

to promote the premier experience we offer to our conferees. We have refreshed our

logo and fonts to be used online, within printed publications, and on all Northern Pines

branded items. By adhering to these guidelines, the Northern Pines brand will become

increasingly recognizable and consistent.

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Logo
General Usage & Clear Space

N The full-color logo should be used on a solid

N

branding color or white. Occasionally, it can be

used on photos with a solid area (e.g. a beach or

sky).

Care should be taken to ensure clarity at all

times.

Northern Pines Clear space should always be observed using the

N

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N height of the N as minimum a guide.

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Logo
Variants

COLOR VARIANTS
Wherever possible, use the full-color logo. When that is not possible, use one of the logo

variants. For light backgrounds (envelopes, etc.), use the black logo. For dark backgrounds,

use the white logo.

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TAGLINE VARIANTS
In some situations, the size or position of the logo may make the tagline illegible. When that

happens, use a logo variant that does not have the tagline included. Non-tagline variants

are included for both full-color and single-color logos.

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Logo
Variants

ORIENTATION VARIANT
Wherever possible, use the logo with the text below the image. In situations where that is

not possible, use the horizontal logo variant.

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Logo
What not to do

Dont resize out of aspect. When scaling a logo or any other element, hold SHIFT

to freeze the aspect ratio.

Dont use background elements that would make the logo difficult to see. If the

logo is unclear, use one of the single-color options.

Dont move the logo text or change its font. Dont remove the logo text; the

horizontal logo variant is the only way to display the logo without the text below

the trees.

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Text
Its Simple, Really

Use Roboto as the primary font family, Normal, Condensed and Slab. It can be downloaded for free at:

http://www.google.com/fonts/specimen/Roboto+Slab
http://www.google.com/fonts/specimen/Roboto
http://www.google.com/fonts/specimen/Roboto+Condensed

Camping Title Roboto Slab 3x body copy height.

Color:Black.

Camping Sub Title Roboto Slab Light 1.8x body copy height.
Color: Primary Green.

Intro Text- Maecenas eleifend magna libero, a

rhoncus mi facilisis ac. Etiam nisl erat, dictum

Roboto Slab Font size 1.2x body copy
vitae fermentum in, tristique a ante. Fusce tempus, Leading 2x Color: C=0 M=0 Y=15 K=75

magna non imperdiet rhoncus, nibh metus tincidunt

dui, eget gravida tellus nunc eu erat. Pellentesque

CAMPING TIERTIARY TITLE Roboto Condensed 1.8x body copy

height. Color: Primary Green.

Body Copy - Intro Text- Maecenas eleifend magna libero, a rhoncus Roboto body copy height.
mi facilisis ac. Etiam nisl erat, dictum vitae fermentum in, tristique Color: C=0 M=0 Y=15 K=75

a ante. Fusce tempus, magna non imperdiet rhoncus, nibh metus

tincidunt dui, eget gravida tellus nunc eu erat. Pellentesque vel
lectus posuere, tempus nisl in, auctor mi. Sed vel blandit mi.

Small Notes - Use near photos, or just for notes. Roboto slab light 0.8x body copy height.
Color: 70% opacity of body

Text on photos use a 1pt hard drop

shadow.

Camping Title

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Colors

Primary Secondary Background

CMYK CMYK CMYK
90, 43 ,94 ,50 0, 62, 97, 0 12, 10, 24, 0
RGB RGB RGB
0, 71, 38 245, 126, 36 223, 217, 194
Hex Hex Hex
#004726 #f57e24 #dfd9c2
Pantone: 357 Pantone: 158

75% 75% CMYK

75, 68, 67, 90
RGB
0, 0, 0
Hex
#000000

25% 25% CMYK

0, 0, 0, 0
RGB
255, 255, 255
Hex
#ffffff

CMYK
39, 22, 50, 1
RGB
163, 175, 140
Hex
#a3af8c
Pantone: 7494

CMYK
45, 76 ,84 ,66
RGB
71, 33, 14
Hex
#47210e
Pantone: 4625

75%

25%