Ireland’s Hidden Heartlands

Official Websites

• https://www.failteireland.ie/IrelandsHiddenHeartlands.aspx
• https://www.ireland.com/en-us/destinations/experiences/irelands-hidden-heartlands

Brand Guidelines

2022

Brand Summary

Mission

• Explore the lush green heartlands of Ireland’s natural rural beauty, where activity and relaxation are centred around rural communities and their lifestyles, discovered across land and water trails showcased by the iconic River Shannon and Beara Breifne Way [^1].

Core Values

• natural beauty
• community
• relaxation
• activity
• exploration
• authenticity

Target Audience

• Individuals and families seeking authentic rural experiences, relaxation, and outdoor activities in Ireland’s scenic heartlands [^2].

Personality Traits

• warm
• vibrant
• relaxed
• inviting
• authentic
• explorative

Visual Identity Overview

• The visual identity emphasizes vibrant green tones inspired by the landscape, blues from waterways, and a clean, modern style. The brandmark features a heart-shaped symbol with a river and trees, and photography showcases serene natural environments and active rural lifestyles [^3].

Categories

Brand Imagery

• Our photography library contains a rich mix of beautiful landscapes, vibrant townscapes and numerous family activities that feature in our region.
• For access to this library please visit: www.failteireland.ie/irelandshiddenheartlands

Color Palette

• Our colour palette takes inspiration from the vibrant green tones reflected in our landscape. We also take inspiration from the blues of our waterways for the accent blue colour.
• When choosing colours outside of the primary colour palette please make sure colours are complimentary to the photography used or subject matter discussed.
• PANTONE* 562 C: 100 M: 40 Y: 60 K: 0 R: 8 G: 123 B: 120 HEX: #007B78
• PANTONE* 583 C: 37 M: 0 Y: 100 K: 0 R: 173 G: 204 B: 54 HEX: #add136
• PANTONE* 349 C: 87 M: 35 Y: 100 K: 30 R: 5 G: 194 B: 163 HEX: #19G433
• PANTONE* 290 C: 25 M: 0 Y: 0 K: 185 R: 229 G: 251 B: 229 HEX: #e9f5eb
• Gradient should always be printed in CMYK
• C: 37 M: 0 Y: 100 K: 0 R: 173 G: 209 B: 54 HEX: #add136
• C: 100 M: 40 Y: 60 K: 0 R: 0 G: 123 B: 120 HEX: #007678
• Note: The brand colours should not be altered in any way from these guidelines. While reference Pantone colours are provided, the brandmark suite is provided in CMYK colour and will meet the majority of print requirements.
• DON’T change any colours within the brandmark
• DON’T sit the brandmark on low contrast or clashing colours

Typography

• Our fonts have been selected to reflect the warm and vibrant nature of Ireland’s Hidden Heartlands and should be used in all communications for consistency.
• Primary Font: Aller
• Aller is a font family with a unique design and warm tone of voice, reflecting the regions relaxed rural lifestyle.
• HEADLINES Sub-Heads Bold ABCDEFGHIJKLM nopqrstuvwxyz 123456%&! Regular ABCDEFGHIJKLM nopqrstuvwxyz Light ABCDEFGHIJKLM nopqrstuvwxyz
• Secondary Font: Neutra Text
• Neutra Text is an elegant and contemporary sans-serif typeface, with a wide range of weights, perfect for supporting text.
• Body copy Headings Body copy Highlighted body copy Bold ABCDEFGHIJKLM nopqrstuvwxyz 123456%&! Book ABCDEFGHIJKLM nopqrstuvwxyz Italic ABCDEFGHIJKLM nopqrstuvwxyz

Logo Usage

• Our brandmark consists of a symbol and logotype set within specific proportions and relationships. The brandmark should never be altered or recreated in any way. Whenever possible the full colour version of the brandmark should be used. Single colour versions may only be used in special circumstances. Please ensure you only use the master digital artworks supplied.
• The Ireland’s Hidden Heartlands brandmark is available in four languages for regional usage. The same usage guidelines apply to the alternative language versions as they do to the English Version as featured in these guidelines.
• When applying Ireland’s Hidden Heartlands brandmark, a clear area should always be maintained. The minimum distance is the ‘x’ height of the Ireland’s Hidden Heartlands characters illustrated below.
• When applying any version of the Ireland’s Hidden Heartlands brandmark it should not appear at a size of less than 30mm across, as indicated below. The logo size should always be specified by its width.
• Correct application of our brandmark is vital for consistent and meaningful communications. It is important that no alterations are made to the brand and the correct versions of the logo are used where applicable.
• DON’T swap or change the order or proportion of the brandmark elements
• DON’T remove any elements from the brandmark
• DON’T change any colours within the brandmark
• DON’T sit the brandmark on low contrast or clashing colours
• DON’T stretch or squash the brandmark proportions
• DON’T stack the brandmark in any situation

Tone And Messaging

• Our fonts have been selected to reflect the warm and vibrant nature of Ireland’s Hidden Heartlands and should be used in all communications for consistency.
• Aller is a font family with a unique design and warm tone of voice, reflecting the regions relaxed rural lifestyle.

Visual Style

• Our brandmark consists of a symbol and logotype set within specific proportions and relationships. The brandmark should never be altered or recreated in any way. Whenever possible the full colour version of the brandmark should be used. Single colour versions may only be used in special circumstances. Please ensure you only use the master digital artworks supplied.
• When applying Ireland’s Hidden Heartlands brandmark, a clear area should always be maintained. The minimum distance is the ‘x’ height of the Ireland’s Hidden Heartlands characters illustrated below.
• When applying any version of the Ireland’s Hidden Heartlands brandmark it should not appear at a size of less than 30mm across, as indicated below. The logo size should always be specified by its width.
• Correct application of our brandmark is vital for consistent and meaningful communications. It is important that no alterations are made to the brand and the correct versions of the logo are used where applicable.
• DON’T swap or change the order or proportion of the brandmark elements
• DON’T remove any elements from the brandmark
• DON’T change any colours within the brandmark
• DON’T sit the brandmark on low contrast or clashing colours
• DON’T stretch or squash the brandmark proportions
• DON’T stack the brandmark in any situation
• Our colour palette takes inspiration from the vibrant green tones reflected in our landscape. We also take inspiration from the blues of our waterways for the accent blue colour.
• When choosing colours outside of the primary colour palette please make sure colours are complimentary to the photography used or subject matter discussed.
• Note: The brand colours should not be altered in any way from these guidelines. While reference Pantone colours are provided, the brandmark suite is provided in CMYK colour and will meet the majority of print requirements.

Co Branding

• Shown here are applications where the Failte Ireland logo is co-branded with our regional brand marks. It is important that both marks appear at equal size without one dominating the other. The order of appearance of the regional brand marks may vary depending on the application. Once the correct size relationship is used, the distance between the marks may vary as much as is required for each particular layout but never any less than the minimum distance shown.