Marketing Style Guide for East Norfolk
1
“If all the businesses and organisations
marketing East Norfolk are singing
from the same hymn sheet our area
will stand out better and have a
stronger image which will get more
visitors interested in coming.”
2
Introduction
This section of the Toolkit is about
making sure that everyone who
is marketing East Norfolk or a
business within it is talking about
the place in the same sort of way.
It is not about everyone having the same logo, the
same strapline, the same messages, the same look
and feel and the same marketing. It is about having
a consistent way of talking about and presenting
the area. It is about using some common words
and phrases, choosing certain types of images
and using a ‘look & feel’ in the design of marketing
communications. It is about presenting our area in a
coherent way which draws out what makes it special
and different from anywhere else.
If all the businesses and organisations marketing East
Norfolk are singing from the same hymn sheet our
area will stand out better and have a stronger image
which will get more visitors interested in coming.
This section of the Toolkit covers
• The Tone of Voice we should all use in our
marketing communications
• The Shared Story ™ for the place – the words
and phrases which best describe it and the key
messages which we know will appeal to our target
markets
• Illustrations of how the Shared Story ™ could be
used by different types of business for different
markets
• The Visual Style – guidelines about how the area
should be presented visually
3
Tone of voice
Just as we use a particular tone
of voice when we speak which
differs depending on who we are
talking to (think of speaking to
our partner or to our lawyer), we
can choose a tone of voice to talk
to our potential customers in our
marketing communication.
The tone of voice for our copy and communications
needs to reflect the market we are talking to and the
nature of the area. It needs to be:
• Conversational and friendly
• Clear and direct as if talking to a real person
(it’s worth imagining a typical person we are trying
to target)
• Warm and approachable
• Welcoming
• Positive and confident
• Convey knowledge and insight but avoid being
over-clever
• Use gentle humour - but carefully
When talking to our older market segments then tone
of voice should also be:
• Traditional and straight without being stuffy
• Avoid being over-familiar
When talking to the family market segments then tone
of voice should also be:
• Reassuring
• Inviting interaction and questions
• Relaxed
4
Words & stories
Obviously the words you use will
depend on what specifically you
are talking about but here are some
general principles:
• Use straightforward, plain English avoiding jargon
and hyperbole
• Use specific examples, places, stories and
experiences to illustrate rather than generalisations
• Avoid clichés like
- something for everyone
- hidden gems
- waiting to be discovered
- best kept secrets
• Avoid the use of flowery language so avoid anything
that nestles, is embraced or enfolded by or will
delight
The key messages which we should all be
communicating about East Norfolk are:
• How holidays used to be
• Easy and stress-free
• Safe and peaceful
• Rediscovery
• Creating memories
• Base to explore Norfolk
The key attributes to talk about which are special to
East Norfolk are:
• Big skies
• Big sandy beaches - great for families building
sandcastles on the beach or for long walks
• Bustling towns on market days
• A place for active families – on the beach, cycling
into a town, walking
• A place for active older couples on a walk that
showcases attractive countryside, visiting an
attraction, sitting in a pub garden etc.
• Events and festivals
• Detailed and evocative images e.g. crab pots,
sculptures, waves, driftwood, doors etc
• Birds and wildlife
And note that these things are also useful to bear in
mind when selecting pictures to use in marketing.
It is useful to have a ‘shared story’ about East Norfolk
– a way of describing the area.
The Shared Story™ for East Norfolk is …
“The north-east coast of Norfolk is a place waiting to
be discovered by new generations and to be revisited
by previous ones.
It knows how to make holidays the way they used to
be - and what it takes to create new memories. It is
unhurried, safe and peaceful – it gives time to explore
and time to be together.
Big skies and big beaches, a myriad of quiet
country lanes connecting market towns and easy
opportunities to explore the rest of Norfolk’s
attractions all mean it is ripe for rediscovery.
5
How it works
You will no doubt be able to think
of ways that you could use the
words and phrases above in your
marketing. However there is some
example copy here to give further
illustration and inspiration.
Bed & Breakfast – Email shot
Experienced Explorers
Guest House – Web site
Experienced Explorers
Special Spring Offers at Primrose Cottage B&B
Our family have lived in North Norfolk for generations.
We know the place inside out and will happily give
our recommendations of the best beaches to walk
along, the best country lanes in which to take quiet
cycle tour, the most picturesque villages to visit and
when market day is.
Visit us between March and May this Spring - and as
well as enjoying our fresh air, our amazing light, our
big skies and our wide-open landscapes guaranteed
to blow away winter cobwebs – we will give you 3
nights for the price of 2.
We offer a warm Norfolk welcome and a comfortable
place to return to after your day’s activity.
Attraction – Para on printed leaflet
Budding Explorer Families
And for our youngest visitors we have some very
special events lined up this Autumn. We know just
what it takes to keep a smile on everyone’s face and
make your visit one to remember.
We’ve got entertainment sized up perfectly with
games for under 5s, kids’ activities and some special
surprises along the way.
Country Inn – printed leaflet
Mini-Explorer Families
Our children’s menu caters for budding appetites with
healthy home-cooked food. But we understand that
those budding appetites are sometimes finicky so we
are happy to take special requests. And all at a very
reasonable cost.
And with our café serving great home-prepared food
we guarantee that the only additives you’ll see will
be the things your children make to take home with
them.
6
Cycle Hire Business – Web site
Budding Explorer Families
Event – Printed brochure
Budding Explorer Families
Caravan Park – Email shot
Budding Explorer Families
North East Norfolk’s lanes are ideal for young cyclists.
Free of busy traffic with frequent opportunities to stop
and rest in villages and most importantly nice and flat.
This year we have a special programme for under
12s. So bring your kids along, escape the X-boxes
and Wiis and get back to the kinds of experiences
that kids love.
Remember what holidays were like when you were
a child? Long sunny days when you could roam
with your newly made friends, inventing games and
entertaining yourself from morning till night?
Our programme includes ….
We’re still really good at that in Norfolk.
They’ll be talking about this for years!
Our caravan park is safe and secure with lots of room
for exploring and playing. And we are a stone’s throw
from the beach with miles of golden sands to build
sand cities and waves to paddle in and sit among.
We can advise on the best routes, how to link in
attractions and places of interest for you and your
kids, beaches to stop off for a quick swim, where you
can do a spot of birdwatching and where the best
cakes are to be had.
And Norfolk’s record for sunshine means the weather
is guaranteed (well almost).
Self-catering cottage – Web site
Mini-Explorer Families
Teashop – Press Advert
Relaxing Greys
Both our cottages are kitted out with our youngest
visitors in mind including cots, stair-gates, and high
chairs - all of which means you don’t have to pack
everything you own when you visit us.
Grey’s Tearoom is the ideal place to relax and watch
the world go by. Our picture windows look out over the
charming village of Y and in the distance you can catch
glimpses of red poppies, the beach and sea beyond.
Our lunches, cakes and scones are all home-made to
traditional recipes. And we take great pride in making
sure you enjoy your visit to us before you take a stroll
around our village and our 12th century church.
We remember what it is like to holiday with small
children and we do everything possible to make it
easy for you to have a great time. Our pack in each
cottage gives lots of information about our lovely
safe beaches, where to go when it rains and the most
child-friendly places to eat.
And we will show you round our working farm so your
children can see how we grow and harvest with a
chance to spot the wildlife we have in abundance.
This is where memories are made.
Restaurant – Press Advert
Experienced Explorers
We specialise in using the best of Norfolk produce,
locally grown in our fertile soil under skies with the
best sunshine record in the UK. And of course fresh
Cromer crabs from our fertile seas.
Our producers include…
Real food, lovingly cooked, in a place with character
and a history going back centuries.
7
The Visual Style
8
Typography
Myriad Pro Regular
Typography
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Myriad Pro Italic
Myriad Pro Semibold
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$()?!@%&/
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$()?!@%&/
Arial Regular
Arial Italic
Arial Bold
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$()?!@%&/
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$()?!@%&/
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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The main typeface is Myriad Pro
which should be used wherever
possible for headlines and image
overlay text relating to East Norfolk.
Especially when an item is being
‘designed’. Myriad Pro is available
for purchase from www.fonts.com.
For large areas of text or for users
who do not have access to Myriad
Pro, please use Arial.
Arial is also used for text online.
9
Primary colour palette
Dark grey
Cyan
0%
Magenta 0%
Yellow
0%
Black
90%
Red
Green
Blue
Hex
Sand
Pantone® 7503
Hex
Pebble
Pantone® 7539
Hex
Red
Green
Blue
#3e3d40
Hex
Seaweed
Pantone® 574
184
160
114
156
158
151
#9c9e97
Hex
Heather
Pantone® 5135
Hex
Pantone® 5493
Hex
Lawn
Pantone® 377
54
73
26
#8d4c7b
Hex
Poppy
Pantone® 186
138
184
192
#8ab8c0
Cyan
52%
Magenta 0%
Yellow 100%
Black
28%
Red
Green
Blue
#36491a
141
76
123
Cyan
41%
Magenta 0%
Yellow
12%
Black
20%
Red
Green
Blue
#6893c8
Cyan
29%
Magenta 70%
Yellow
0%
Black
33%
Red
Green
Blue
Aqua
104
147
200
Cyan
45%
Magenta 0%
Yellow
85%
Black
79%
Red
Green
Blue
#b8a072
Cyan
2%
Magenta 0%
Yellow
10%
Black
49%
Red
Green
Blue
Pantone® 279
62
61
64
Cyan
34%
Magenta 36%
Yellow
59%
Black
0%
Red
Green
Blue
Sky
Cyan
63%
Magenta 36%
Yellow
0%
Black
0%
Colours
Our primary colour palette consists
of a variety of 9 colours. Select a
few colours to use - you don’t have
to use all of them.
In addition to the primary colours
we have a set of three accent
colours for each of the four target
markets, that can be used to allow
visual differentiation between the
target markets.
114
150
21
#729615
Cyan
0%
Magenta 96%
Yellow
65%
Black
4%
Red
Green
Blue
Hex
221
24
64
#dd1840
10
Image style
Space
Photography style
Imagery is extremely important in
order to present East Norfolk in a
coherent way, focusing on what
makes this area special.
When choosing or commissioning
photography, please consider:
Evocative images
Space:
A feeling of space and freedom is
created by the main content being
off-set to one side of the frame.
Extend the season
Content:
A variety of images should be used,
showing the breadth of what the
region has to offer. Where people
are shown try to show two people
engaging together. All images
should be representative of the
target market.
Natural:
All images should look natural
rather than posed.
Colours:
The photography colours should be
similar in tone to the relevant colour
palette.
11
Image - don’ts
Here are some examples of images
that do not follow our image
guidance.
1. Too posed
2. Not engaging
3. Black & white
4. Too messy
5. No space
6. Photographic effect
7. Cut out image
8. Clichéd
9. Illustration
12
Mini-Explorer Families
© Chris Herring
Sandy
beaches
New
adventures
Sandy
beaches
Fresh
local food
Create
memories
Extend the
season
13
Mini-Explorer colours
Dark grey
Cyan
0%
Magenta 0%
Yellow
0%
Black
90%
Red
Green
Blue
Hex
Sand
Pantone® 7503
Hex
Pebble
Pantone® 7539
Hex
Hex
Seaweed
Pantone® 574
184
160
114
#9c9e97
Hex
Heather
Pantone® 5135
Hex
Pantone® 5493
Hex
Lawn
Pantone® 377
54
73
26
#8d4c7b
Hex
Poppy
Pantone® 186
Hex
Orange
Pantone® 021
Hex
Mini-Explorer
Sunshine
Pantone® 116
114
150
21
#dd1840
Hex
Mini-Explorer
Candy
Pantone® 7425
236
117
32
#ec7520
Cyan
0%
Magenta 17%
Yellow 100%
Black
0%
Red
Green
Blue
#729615
221
24
64
Cyan
0%
Magenta 65%
Yellow
93%
Black
0%
Red
Green
Blue
#8ab8c0
Cyan
0%
Magenta 96%
Yellow
65%
Black
4%
Red
Green
Blue
Mini-Explorer
138
184
192
Cyan
52%
Magenta 0%
Yellow 100%
Black
28%
Red
Green
Blue
#36491a
141
76
123
Cyan
41%
Magenta 0%
Yellow
12%
Black
20%
Red
Green
Blue
#6893c8
Cyan
29%
Magenta 70%
Yellow
0%
Black
33%
Red
Green
Blue
Aqua
104
147
200
Cyan
45%
Magenta 0%
Yellow
85%
Black
79%
Red
Green
Blue
#b8a072
156
158
151
Cyan
63%
Magenta 36%
Yellow
0%
Black
0%
Red
Green
Blue
#3e3d40
Cyan
2%
Magenta 0%
Yellow
10%
Black
49%
Red
Green
Blue
Pantone® 279
62
61
64
Cyan
34%
Magenta 36%
Yellow
59%
Black
0%
Red
Green
Blue
Sky
255
209
0
#ffd100
Cyan
0%
Magenta 100%
Yellow
34%
Black
12%
Red
Green
Blue
Hex
207
0
86
#cf0056
14
Budding-Explorer Families
Wildlife
© Chris Herring
Sandy
beaches
© Chris Herring
New
adventures
Explore
© Chris Herring
Extend the
season
Fresh
local food
15
Budding Explorer colours
Dark grey
Cyan
0%
Magenta 0%
Yellow
0%
Black
90%
Red
Green
Blue
Hex
Sand
Pantone® 7503
Hex
Pebble
Pantone® 7539
Hex
Hex
Seaweed
Pantone® 574
184
160
114
#9c9e97
Hex
Heather
Pantone® 5135
Hex
Pantone® 5493
Hex
Lawn
Pantone® 377
54
73
26
#8d4c7b
Hex
Poppy
Pantone® 186
Hex
Orange
Pantone® Warm Red
Hex
Budding Explorer
Sand
Pantone® 143
114
150
21
#dd1840
Hex
Budding Explorer
Purple
Pantone® 2593
231
71
60
#e7473c
Cyan
0%
Magenta 40%
Yellow
99%
Black
0%
Red
Green
Blue
#729615
221
24
64
Cyan
0%
Magenta 84%
Yellow
75%
Black
0%
Red
Green
Blue
#8ab8c0
Cyan
0%
Magenta 96%
Yellow
65%
Black
4%
Red
Green
Blue
Budding Explorer
138
184
192
Cyan
52%
Magenta 0%
Yellow 100%
Black
28%
Red
Green
Blue
#36491a
141
76
123
Cyan
41%
Magenta 0%
Yellow
12%
Black
20%
Red
Green
Blue
#6893c8
Cyan
29%
Magenta 70%
Yellow
0%
Black
33%
Red
Green
Blue
Aqua
104
147
200
Cyan
45%
Magenta 0%
Yellow
85%
Black
79%
Red
Green
Blue
#b8a072
156
158
151
Cyan
63%
Magenta 36%
Yellow
0%
Black
0%
Red
Green
Blue
#3e3d40
Cyan
2%
Magenta 0%
Yellow
10%
Black
49%
Red
Green
Blue
Pantone® 279
62
61
64
Cyan
34%
Magenta 36%
Yellow
59%
Black
0%
Red
Green
Blue
Sky
246
168
0
#f6a800
Cyan
70%
Magenta 98%
Yellow
0%
Black
0%
Red
Green
Blue
Hex
109
36
130
#6d2482
16
Experienced Explorers
© Chris Herring
© Chris Herring
© Chris Herring
Extend the
season
© Chris Herring
© Chris Herring
Fresh
local food
© Chris Herring
Explore
Wildlife
Arts &
culture
17
Experienced Explorer colours
Dark grey
Cyan
0%
Magenta 0%
Yellow
0%
Black
90%
Red
Green
Blue
Hex
Sand
Pantone® 7503
Hex
Pebble
Pantone® 7539
Hex
Hex
Seaweed
Pantone® 574
184
160
114
#9c9e97
Hex
Heather
Pantone® 5135
Hex
Pantone® 5493
Hex
Lawn
Pantone® 377
54
73
26
#8d4c7b
Hex
Poppy
Pantone® 186
138
184
192
Hex
Sunset
Pantone® 180
Experienced
Explorer
Golden sand
Pantone® 457
#dd1840
Red
Green
Blue
Hex
Experienced
Explorer
Wine
Pantone® 202
210
49
48
#d23130
Cyan
0%
Magenta 19%
Yellow
98%
Black
35%
Red
Green
Blue
#729615
221
24
64
Cyan
0%
Magenta 90%
Yellow
80%
Black
11%
Hex
114
150
21
Cyan
0%
Magenta 96%
Yellow
65%
Black
4%
Red
Green
Blue
Experienced
Explorer
#8ab8c0
Cyan
52%
Magenta 0%
Yellow 100%
Black
28%
Red
Green
Blue
#36491a
141
76
123
Cyan
41%
Magenta 0%
Yellow
12%
Black
20%
Red
Green
Blue
#6893c8
Cyan
29%
Magenta 70%
Yellow
0%
Black
33%
Red
Green
Blue
Aqua
104
147
200
Cyan
45%
Magenta 0%
Yellow
85%
Black
79%
Red
Green
Blue
#b8a072
156
158
151
Cyan
63%
Magenta 36%
Yellow
0%
Black
0%
Red
Green
Blue
#3e3d40
Cyan
2%
Magenta 0%
Yellow
10%
Black
49%
Red
Green
Blue
Pantone® 279
62
61
64
Cyan
34%
Magenta 36%
Yellow
59%
Black
0%
Red
Green
Blue
Sky
185
182
0
#b99800
Cyan
0%
Magenta 100%
Yellow
60%
Black
52%
Red
Green
Blue
Hex
137
6
42
#89062a
18
Relaxing Greys
Time to
reflect
Great
views
© Chris Herring
Fresh
local food
19
Relaxing Greys colours
Dark grey
Cyan
0%
Magenta 0%
Yellow
0%
Black
90%
Red
Green
Blue
Hex
Sand
Pantone® 7503
Hex
Pebble
Pantone® 7539
Hex
Hex
Seaweed
Pantone® 574
184
160
114
#9c9e97
Hex
Heather
Pantone® 5135
Hex
Pantone® 5493
Hex
Lawn
Pantone® 377
54
73
26
#8d4c7b
Hex
Poppy
Pantone® 186
Hex
Orange
Pantone® 1605
Hex
Relaxing Greys
Driftwood
Pantone® 451
114
150
21
#dd1840
Hex
Relaxing Greys
Dusk
Pantone® 697
162
72
26
#a2481a
Cyan
0%
Magenta 0%
Yellow
48%
Black
48%
Red
Green
Blue
#729615
221
24
64
Cyan
0%
Magenta 72%
Yellow
93%
Black
40%
Red
Green
Blue
#8ab8c0
Cyan
0%
Magenta 96%
Yellow
65%
Black
4%
Red
Green
Blue
Relaxing Greys
138
184
192
Cyan
52%
Magenta 0%
Yellow 100%
Black
28%
Red
Green
Blue
#36491a
141
76
123
Cyan
41%
Magenta 0%
Yellow
12%
Black
20%
Red
Green
Blue
#6893c8
Cyan
29%
Magenta 70%
Yellow
0%
Black
33%
Red
Green
Blue
Aqua
104
147
200
Cyan
45%
Magenta 0%
Yellow
85%
Black
79%
Red
Green
Blue
#b8a072
156
158
151
Cyan
63%
Magenta 36%
Yellow
0%
Black
0%
Red
Green
Blue
#3e3d40
Cyan
2%
Magenta 0%
Yellow
10%
Black
49%
Red
Green
Blue
Pantone® 279
62
61
64
Cyan
34%
Magenta 36%
Yellow
59%
Black
0%
Red
Green
Blue
Sky
162
155
104
#a29b68
Cyan
0%
Magenta 90%
Yellow
45%
Black
52%
Red
Green
Blue
Hex
138
32
56
#8a2038
20
Examples of usage
21
Online
Self-catering cottage – Web site
Mini-Explorer Families
Bluesky farm
Tel 00000 000 000
info@blueskyfarm.co.uk
SELF-CATERING COTTAGES
HOME
ABOUT US
In this example we have used a
simple layout with a combination of
photography, the 2 greens (from the
main colour palette), and the key
message is highlighted in green.
OUR LOCATION
SELF-CATERING
HOW TO BOOK
Colours used:
CONTACT US
Both our cottages are kitted out with
our youngest visitors in mind including
cots, stair-gates, and high chairs - all
of which means you don’t have
to pack everything you own when
you visit us.
We remember what it is like to holiday
with small children and we do everything
possible to make it easy for you to have
a great time. Our pack in each cottage
gives lots of information about our lovely
safe beaches, where to go when it rains
and the most child-friendly places to eat.
And we will show you round our
working farm so your children can
see how we grow and harvest with a
chance to spot the wildlife we have
in abundance.
Our cottages are kitted
out with our youngest
visitors in mind
22
Brochure
They’ll be
talking about
this for years!
Event – Printed brochure
Budding Explorer Families
This year we have a
special programme
for under 12s
So bring your kids along, escape the
X-boxes and Wiis and get back to the
kinds of experiences that kids love.
Our programme includes...
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earum, tem simet et ulparch aut adis sitem expe
doluptaquo mo volupta taturepe num quosam.
Sum faccum doluptatibus rercit licia alignatis
Volum volupta eribus et que dolupitat dolo molum
ius num samet dunda conem ea con pos explis as
dolesenis sinctatatem ni is int. As simus, que prem
ne quatquae dolum et lam nobitius nonseniet in
rem fugitibus doloratem dolo tet alitas id earum
sum volorep taectur sequis am fugita quiat et
autat.Sed quam es ne sanda ne net laut landeles
essin rempel iderum volene mos porrum.
Idunt audit is aut et minis
eumquodis nus sam rendessit ped eum hario
corpore conse pariscid eum dolest anda nempe
eosamus nobis accupti omnia eos in cone nobis
cullam conest ad mo que nempedis sum hilit utem
etusam, que ni omnimetur, quosam eum volore
el is quos reicia qui ium volupta quiates tibus,
aliquam faccus sum quidis ut laborro quam, il et
ides aut arum quam quia quides aceriae inctur
most, occatio rianto erepudam int, similla cus
volum voluptas autaectium de eturessequi sentur?
Upienditatem fugia cupta ipidus debist
Henda por rae ium none ex exerum fuga. Et re lat
velicab oreiuscit volo miliquam as ratis apis eum
adigendaessi od est velia am, odipsum im idelibus
ad earum que voles et accus volute aliciis denti
qui blacerate que di ommolorem et expe vella
aliate voluptibus.
In this example we have used a
simple layout with a combination
of photography, a title box in the
purple colour (from the ‘Budding
Explorer’s’ colour palette), white
image overlay text, and broken up
the main body text by highlighting
the event titles in purple.
Colours used:
Cuptatur
Tem et odi repudi dolendae peria voloreperum,
tendam nonsed etur, sequam apicto berum es
dundanda doluptas con consent, corum nos quo
ium volorem voluptio. Agnatemossi volum et a
quiat es dus, sollenda vernatium non enimoluptat
occabo.
Doluptatibus rercit licia
Nequis sanis atem dunt aut harumet evelis quid
magnis aciatquo coruntio deriorum esequae is
earum, tem simet et ulparch ilitae mincipiet libus
eiumquatibus dolupta volorem explant qui assi aut
mo tenit expedis. consedi genimus moluptam etur
mi, alibus sam qui rem volor maiorum, volorpo
riscium, quatur remped quiatur se laborero dem
audi quiderum hitatqu aspelis dundant. Beria
simpos atibuscit volut quae latium fuga.
Sum faccum doluptatibus rercit licia alignatis
Volum volupta eribus et que dolupitat dolo molum
ius num samet dunda conem ea con pos explis as
dolesenis sinctatatem ni is int. As simus, que prem
ne quatquae dolum et lam nobitius nonseniet in
rem fugitibus doloratem dolo tet alitas id earum
sum volorep taectur sequis am fugita quiat et
autat.Sed quam es ne sanda ne net laut landeles
essin rempel iderum volene mos porrum.
3
23
Email shot
Bed & Breakfast – Email shot –
Experienced Explorers
3 nights for the price of 2
From: Primrose Cottage B&B <info@primrosecottage.co.uk>
Subject: 3 nights for the price of 2
Date: 07 January 2011 10:30:46 GMT
To: M Sample
Reply-To: info@primrosecottage.co.uk
Wide open
landscapes
In this example we have used a
simple layout with a combination
of photography, the warm orange
colour (from the ‘Experienced
Explorer’s’ colour palette), a tint of
which is used in the overlay text,
and highlighting the offering in
orange, gives the offer more impact.
Colours used:
Special Spring Offers
at Primrose Cottage B&B
Visit us between March and May this Spring - and as
well as enjoying our fresh air, our amazing light, our
big skies and our wide-open landscapes guaranteed to
blow away winter cobwebs – we will give you 3 nights
for the price of 2.
Book now >
24
Press advert
Grey’s
Tearoom
Teashop – Press Advert
Relaxing Greys
This example shows how the
design guidelines can integrate with
your exisiting branding.
We have used a simple layout with
a combination of photography, a
colour text box (‘warm dusk’ from
the ‘Relaxing Greys’ palette), and
the exisitng headline font and logo.
The ideal place
to relax and watch
the world go by
Colours used:
Our picture windows look out over the charming village
of Y and in the distance you can catch glimpses of red
poppies, the beach and sea beyond.
Our lunches,cakes and scones are all home-made to
traditional recipes. And we take great pride in making sure
you enjoy your visit to us before you take a stroll around our
village and our 12th century church.
Grey’s Tearoom, The High Street, The Village, Norfolk P05T C0D3 Tel 00000 000000
25
Interpretation panels
Interpretation Panels
In these example we have used a
simple layout with texture images
behind a solid colour text box with
white text, subheadings in a tint of
the background colour.
Colours used:
Lorem Ipsum
Lorem Ipsum
Acest, alibeaq uassimi liquiae ab im
repratur sant minvel ea volo veriam
sam atem comniatur aut lamust dolor.
Acest, alibeaq uassimi liquiae ab im
repratur sant minvel ea volo veriam
sam atem comniatur aut lamust dolor.
Mos ad voluptatibus
Sitatendenda volut apicaero
ex evel enimpor ehenimincim
conessi de aut assum si
intibus reptiat voluptatum et
odissitat faceaque nis es que
latur. Quam re, aute parit,
qui autet aut dolorrum si ium
fuga. Excerae eos delles
porenisque net reicilla vent
que nihicaboriti is earum,
tem simet et ulparch tem
int aboreicipsam quatur ad
quaectionem esectotatem
autem repta.
Sum faccum doluptatibus
rercit licia alignatis
Volum volupta eribus et
que dolupitat dolo molum
ius num samet dunda
conem ea con pos explis
as dolesenis sinctatatem ni
is int. As simus, que prem
ne quatquae dolum et lam
nobitius nonseniet in rem
fugitibus doloratem dolo tet
alitas id earum sum volorep
taectur sequis am fugita quiat
et autat.
Idunt audit is aut et minis
eumquodis nus sam rendessit
ped eum hario corpore
conse pariscid eum dolest
anda nempe eosamus nobis
accupti omnia eos in cone
nobis cullam conest ad mo
que nempedis sum hilit utem
etusam, que ni omnimetur,
quosam eum volore el is
quos reicia qui ium volupta
quiates tibus, aliquam faccus
sum quidis ut laborro quam,
il et ides aut arum quam quia
quides aceriae inctur most,
occatio rianto erepudam int,
similla cus volum voluptas
autaectium de eturessequi
sentur?
Upienditatem fugia cupta
ipidus debist
Henda por rae ium none ex
exerum fuga. Et re lat velicab
oreiuscit volo miliquam as
ratis apis eum adigendaessi
od est velia am, odipsum
im idelibus ad earum que
voles et accus volute aliciis
denti qui blacerate que di
ommolorem et expe vella
aliate voluptibus. Sed quam
es ne sanda ne net laut
landeles essin rempel iderum
volene mos porrum.
Mos ad voluptatibus
Sitatendenda volut apicaero
ex evel enimpor ehenimincim
conessi de aut assum si
intibus reptiat voluptatum et
odissitat faceaque nis es que
latur. Quam re, aute parit,
qui autet aut dolorrum si ium
fuga. Excerae eos delles
porenisque net reicilla vent
que nihicaboriti is earum,
tem simet et ulparch tem
int aboreicipsam quatur ad
quaectionem esectotatem
autem repta.
Sum faccum doluptatibus
rercit licia alignatis
Volum volupta eribus et
que dolupitat dolo molum
ius num samet dunda
conem ea con pos explis
as dolesenis sinctatatem ni
is int. As simus, que prem
ne quatquae dolum et lam
nobitius nonseniet in rem
fugitibus doloratem dolo tet
alitas id earum sum volorep
taectur sequis am fugita quiat
et autat.
Idunt audit is aut et minis
eumquodis nus sam rendessit
ped eum hario corpore
conse pariscid eum dolest
anda nempe eosamus nobis
accupti omnia eos in cone
nobis cullam conest ad mo
que nempedis sum hilit utem
etusam, que ni omnimetur,
quosam eum volore el is
quos reicia qui ium volupta
quiates tibus, aliquam faccus
sum quidis ut laborro quam,
il et ides aut arum quam quia
quides aceriae inctur most,
occatio rianto erepudam int,
similla cus volum voluptas
autaectium de eturessequi
sentur?
Upienditatem fugia cupta
ipidus debist
Henda por rae ium none ex
exerum fuga. Et re lat velicab
oreiuscit volo miliquam as
ratis apis eum adigendaessi
od est velia am, odipsum
im idelibus ad earum que
voles et accus volute aliciis
denti qui blacerate que di
ommolorem et expe vella
aliate voluptibus. Sed quam
es ne sanda ne net laut
landeles essin rempel iderum
volene mos porrum.
26