Updated 08/11/19

Visual Identity

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Updated 08/11/19

Visual Identity

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

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2.0 Colour Palette

Our refined colour palette is representative of the #LiveMoreDoMore attitude that sets Lakes & Dales apart from other destinations. Rich and vibrant colours reflect our confidence.

2.1 Colour Usage

Our leading brand colour is Dark Blue and can be married with any of the other colours below, except black and white. These colour combinations should be used wherever possible as these will be instantly recognisable.

2.2 Colour Combinations

3.0 Typeface Family

Mega Fresh is a disruptive font and should be used to emphasise keywords. This font should be used to accompany Sofia Pro and not be used on its own. Sofia Pro is a clean and easily readable typeface when used in upper and lower case. It is perfect  for body copy and can also be used in headings and subheadings.

3.1 Hierarchy

The following is a sample of an ideal font stack using Sofia Pro for headlines and larger pull quote text, paragraph and call-to-action text. The exact point sizes and leading are not prescriptive and should be adapted to the size of the materials and layouts for which they’re being designed. However, the general proportions, weights, OpenType Style Sets, and notes on kerning and tracking should be kept intact for all layouts.

4.0 Hashtag

This is how our lock-up is created. For your convenience we have supplied the lock-up as part of our asset library.

5.0 Ampersand

The ampersand provides an opportunity to be creative with the messaging whilst maintaining the brand. Feel free to pair any words you wish but always ensure the fonts, colours and proportions keep to these guidelines.

6.0 Icon

Icons should be used to represent activities, events or intangible concepts such as discussions or policies. Our icon style is an outlined stroke. Light Blue over Dark Blue is the preferred colourway. DO NOT use colours that contrast with each other (see examples). For the use of icons on any background colour other than Dark Blue, use white icons. There is a bank of icons and symbols that can be downloaded at the following website. streamlineicons.com You can download 100 for free, by registering for an account, or pay to purchase an additional 30,000. nounproject.com can also be used as a source of icons but they must follow the same style outlined on this page.

7.0 Photography

How we capture our photography sets the style and tone for the Lakes & Dales brand. Each image reflects our values; inspiring, open and energising. Through our photography we will dramatise and visualise the potential of the area, showing people living more and doing more, showcasing Creative Champions rewriting what’s possible in their own environment. Promoting the positive and squashing the stereotypes of “sheep in fields”, each shot will conjure up a fresh perspective of life in the Lakes & Dales. The assets from this page are available to download here.

7.1 People

Capturing the real lives and success stories of our target audience, portraying the sense of pride and community with an openness to collaborate. Individuals and the Creative Champions should be photographed in their surroundings and vibrant work places, using the natural light of the environment to create powerful portraits of each person or groups standing shoulder to shoulder against compelling backdrops of the Lakes & Dales.

7.2 Place

Dreary cityscapes are replaced with jaw-dropping countryside and bustling market towns and communities, thriving art and cultures scenes awash with ambition. Culture should be at the heart of each shot.

7.3 Living

Capturing the people of the place living life to its fullest. We want to show them taking advantage of what’s on their doorstep, whether it’s scaling new heights and seeking out new horizons, enjoying the café and bar culture, or letting their hair down at festivals. Accentuating the appeal of the area, through greater accessibility and innovative housing surrounded by rolling hills, each shot will convey the best of work/life balance.

7.4 Doing

Each shot will be an observation of the optimism and industry within the region, artisans and crafts people working to their full potential with new inspired thinking, swapping urban fads for a better quality of life.

8.0 Application

Be creative with advertising, think about how you can bring the campaign message to life.