Blueway

📋 1 Guidelines

🔗 Connections

Sector

Tourism Sports

Region

Ireland

Guideline Year

2016

Language

English

Tags

Sport

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To provide a recreational water activity trail for non-motorised water activity enthusiasts, defined by accessible trail heads, egress points, and readily available trail information, promoting enjoyment of canals, rivers, lakes, and coastal areas, as well as associated land-based trails adjacent to water routes [^1].
Core Values
  • accessibility
  • recreation
  • connection to nature
  • community
  • safety
Target Audience
  • Non-motorised water activity enthusiasts, including kayakers, cyclists, walkers, and families seeking outdoor leisure and adventure [^2].
Personality Traits
  • active
  • welcoming
  • modern
  • tranquil
  • professional
Visual Identity Overview
  • The brand uses a strong, minimalist logo with wave motifs, a dominant blue and black color palette, clean sans-serif typography, and imagery reflecting outdoor recreation and natural landscapes. Visual elements include activity icons and wildlife illustrations, emphasizing clarity, accessibility, and a modern aesthetic [^3].

Categories

Brand Imagery
  • Blueway Imagery Moodboard Visual representation of the emotion and style the brand reflects
Color Palette
  • Blueway has two official colours: blue and black. These colours have become a recognisable identities for the brand.
  • This is the dominant colour palette for all internal and external visible communications concerning the brand mark.
  • Primary colour Secondary colour Blue Black Colour codes Colour codes CMYK: 100 97 27 19 CMYK: 0 0 0 100 Pantone: 2756 C / Pantone: Black C / 281U Black U RGB:1931 107 RGB:000 Web: #131f6b Web: #000000 Colour tones Colour tones 100% 80% 60% 40% 20% 100% 80% 60% 40% 20% The gradient The gradient
  • CMYK: 0 31 100 0 Pantone: 7549 Cl 7549 U RGB: 255 183 0 Web: #ffb700
  • CMYK:0 1001000 Pantone: Red 032 Cl Red 032 U RGB: 237 28 36 Web:#edlc24
  • CMYK: 0 82 100 0 Pantone: 021 C / 021 U RGB:255 81 0 Web: #ff5000
  • CMYK:0 10000 Pantone: Rhodamine Red C Rhodamine Red U RGB: 236 0 140 Web: #ec008c
  • CMYK: 55 3 100 0 Pantone: 376 CI 375 U RGB: 130 1 88 0 Web: #82bc00
  • CMYK: 65 0 29 0 Pantone: 3252 CI 3252 U RGB: 28 207 201 Web: #1 ccfc9
  • CMYK: 44 99 0 0 Pantone: 254 CI 254 U RGB: 15927150 Web: #9f1696
  • CMYK: 40 72 78 45 Pantone: 477 C /477 U RGB: 102 58 42 Web: #663a2a
Typography
  • Several fonts have been chosen that reflect Blueway brand personality.
  • Primary font
  • Secondary font
  • Web font
  • A bold sans serif condensed font has been selected that is both web and print friendly. There are a variety of weights in this font family that can be used for varying purposes in maps and other communications.
  • Primary font Amsi Pro
  • Type examples Amsi Pro
  • Secondary font Myriad Pro
  • Type examples Myriad Pro
  • Arial has been selected as the font to be used for websites and apps. It’s similar in appearance to Myriad and Amsi Pro and provides maximum compatibility across all versions of web browsers.
  • Type examples Arial
Logo Usage
  • The Blueway logo needs to be a strong representative of the brand regardless of the circumstances of its usage. Here are guidelines for its use in various backgrounds, markets and places:
  • The identifying Blueway route name is an important part of the logo. The name should be in Amsi Pro and the route should always be in Myraid Pro (italic) and should run over two lines.
  • In cases when collateral is multi-use, or represents entire brand, the overarching mark is relevant.
  • Use Blueway mark for Blueway overarching brand
  • Here are three examples as to how the logo should be applied to a white and in reverse format on a coloured background. On a white background the standard logo should be used. On a coloured background the logo should always be white.
  • These guidelines aim to maximise visibility even in the smallest of spaces, including across digital, mapboards, print and other communications.
  • The logo is built from a square shape. Using the important elements of the logo. Below is an Rule ofThirds, this grid’s overlapping circular example is how the clear space is used in grid configurations create a focus on the most format to configure the elements surrounding it.
  • Full logo In order for the brand mark to be clearly legible in print or on­screen applications, it 38mm should never appear smaller than its minimum size. Mark 13mm
  • A clear space all round the brand mark ensures clear visibility and maintains its integrity amongst other brands.
Tone And Messaging
  • Moodboard Visual representation of the emotion and style the brand reflects
Visual Style
  • The curvature at the top represents the waves and gentle currents that are found in the tranquil waters of the Blueway. It has been designed in such a fashion that it works alongside the Greenway logo reflecting their similarities while also emphasising their differences.
  • Here are three examples as to how the logo should be applied to a white and in reverse format on a coloured background. On a white background the standard logo should be used. On a coloured background the logo should always be white.
  • A clear space all round the brand mark ensures clear visibility and maintains its integrity amongst other brands.
  • Blueway has two official colours: blue and black. These colours have become a recognisable identities for the brand.
  • This is the dominant colour palette for all internal and external visible communications concerning the brand mark.
  • Primary colour Secondary colour Blue Black Colour codes Colour codes CMYK: 100 97 27 19 CMYK: 0 0 0 100 Pantone: 2756 C / Pantone: Black C / 281U Black U RGB:1931 107 RGB:000 Web: #131f6b Web: #000000 Colour tones Colour tones 100% 80% 60% 40% 20% 100% 80% 60% 40% 20% The gradient The gradient
Iconography
  • Blueway corporate iconography
  • Blueway activity iconography These are the symbols that have been chosen to represent activtity on the Blueway.
  • Design elements A variety of illustrations has been developed to reflect the wildlife of the Blueway. These can be used in various communication and design assets as design flourishes.
Layout And Composition
  • The Blueway logo needs to be a strong representative of the brand regardless of the circumstances of its usage. Here are guidelines for its use in various backgrounds, markets and places:
  • On a white background the standard logo should be used. On a coloured background the logo should always be white.
  • These guidelines aim to maximise visibility even in the smallest of spaces, including across digital, mapboards, print and other communications.
  • The logo is built from a square shape. Using the important elements of the logo. Below is an Rule ofThirds, this grid’s overlapping circular example is how the clear space is used in grid configurations create a focus on the most format to configure the elements surrounding it.
  • Full logo In order for the brand mark to be clearly legible in print or on­screen applications, it 38mm should never appear smaller than its minimum size. Mark 13mm
  • A clear space all round the brand mark ensures clear visibility and maintains its integrity amongst other brands.
Brand Applications
  • The Blueway logo needs to be a strong representative of the brand regardless of the circumstances of its usage. Here are guidelines for its use in various backgrounds, markets and places:
  • The identifying Blueway route name is an important part of the logo. The name should be in Amsi Pro and the route should always be in Myraid Pro (italic) and should run over two lines.
  • In cases when collateral is multi-use, or represents entire brand, the overarching mark is relevant.
  • Use Blueway mark for Blueway overarching brand
  • Here are three examples as to how the logo should be applied to a white and in reverse format on a coloured background. On a white background the standard logo should be used. On a coloured background the logo should always be white.
  • These guidelines aim to maximise visibility even in the smallest of spaces, including across digital, mapboards, print and other communications.
  • In order for the brand mark to be clearly legible in print or on­screen applications, it 38mm should never appear smaller than its minimum size. Mark 13mm
  • A clear space all round the brand mark ensures clear visibility and maintains its integrity amongst other brands.
Naming Conventions
  • The identifying Blueway route name is an important part of the logo. The name should be in Amsi Pro and the route should always be in Myraid Pro (italic) and should run over two lines.
🐛 Report