Lamar

📋 1 Guidelines

🔗 Connections

Sector

Marketing advertising

Region

Usa

Guideline Year

2023

Language

English

Tags

Featured Marketing

Official Websites

Brand Guidelines

2023

Brand Summary

Mission
  • Leave every place better than you found it. Treat others like you want to be treated. We strive to be responsible corporate citizens, committed to safety, customer service, shareholder value, community support, honesty, integrity, and continuous improvement [^1].
Core Values
  • Committed to Safety
  • Serving Our Customers
  • Delivering Shareholder Value with Principles
  • Community Support
  • Honesty & Integrity
  • Always Improving
Target Audience
  • The largest audience is the driving public, with a focus on people who see out-of-home ads, often at high speeds. The brand also serves customers, shareholders, employees, and communities across the United States and Canada [^2].
Personality Traits
  • Responsible
  • Honest
  • Innovative
  • Supportive
  • Transparent
  • Loyal
  • Continuous improvement
Visual Identity Overview
  • The visual identity centers on the Lamar logo, which is bold, uppercase, italicized, and set in a dark green oval or rectangle. The primary color palette includes Lamar Green, Cypress, white, and black, with secondary and tertiary colors inspired by the outdoors. Typography features Franklin Gothic and Termina, with clear guidelines for usage. Patterns include stylized topographic maps, street maps, and tree rings. Additional assets include mascots, badges, heritage script, heritage crest, and country, state, and city-specific marks [^3].

Categories

Color Palette
  • Primary Colors PANTONE® 343 C Lamar Green #115740 R 17 G 87 B 64 CMYK (89, 19, 72, 60) PANTONE® 7723 C Cypress #4E9C79 R 78 G 156 B 121 CMYK (69, 0, 54, 7) PANTONE® N/A White #FFFFFF R 255 G 255 B 255 CMYK (0, 0, 0, 0) PANTONE® Black 6 C Black #000000 RO GO BO CMYK (0, 0, 0, 100)
  • Lamar’s primary colors are Lamar Green, a lighter Cypress green, along with white and black. A selection of secondary and tertiary colors inspired by the outdoors is available to enhance Lamar-branded items. To maintain brand recognition, accent colors should be used in conjuntion with the primary colors.
  • Secondary Colors Tertiary Colors PANTONE® 290 C Sky #BCE3F9 R 188 G 227 B 248 CMYK (23, 0, 1, 0) PANTONE® 296 C Midnight #141F33 R 20 G 31 B 51 CMYK (100, 73, 28, 86) PANTONE® 7545 C Asphalt #404856 R 64 G 72 B 86 CMYK (58, 32, 18, 54) PANTONE® N/A Canvas #F7F5F2 R 247 G 245 B 242 CMYK (3, 3, 6, 7) PANTONE® 135 C Marigold #FFCA63 R 255 G 202 B 99 CMYK (0, 21, 76, O) PANTONE® 279 C Cobalt #2F96F4 R 47 G 150 B 244 CMYK (68, 34, 0, 0) PANTONE® 804 C Safety #FF9852 R 255 G 152 B 82 CMYK (0, 40, 68, 0) #D92632 PANTONE® 1797 C Berry R 217 G 28 B 50 CMYK (2, 97, 85, 7)
  • Tertiary colors are intended for stand-alone applications like promotional items and for web accessibility purposes. These colors should be used sparingly when combined with primary and secondary colors.
  • Avoid off-brand colors Avoid gradient colors or patterns Avoid poor contrast
Typography
  • This is our primary typeface, Franklin Gothic, a sans-serif typeface designed by American type designer Morris Fuller Benton in 1902 (the same year we founded). Franklin Gothic evokes an undertone of timelessness, the perfect choice to carry Lamar’s message for decades to come.
  • Franklin Gothic Light Franklin Gothic Regular Franklin Gothic Medium Franklin Gothic Bold
  • Condensed weights of Franklin Gothic may be used when the regular weights are too wide for certain applications. Avoid using Franklin Gothic Condensed for body copy.
  • Franklin Gothic Condensed Book Franklin Gothic Condensed Medium Franklin Gothic Condensed Demi
  • We opted to complete our type paring with Termina to counter Franklin’s no-nonsense posture. Its condensed x-height and overall bubbly proportions make this the optimal choice to inject a much-needed sense of personality and loudness into our brand.
  • Termina Light Termina Regular Termina Medium Termina Demi Termina Bold Termina Heavy
  • H1, Large Headline — Termina, Medium 132 pt / -2% kerning / 90% leading
  • H2, Medium Headline — Franklin Gothic, Regular 86 pt / -2% kerning / 105% leading
  • H3, Subheadline — Franklin Gothic Condensed, Medium 46 pt / 0% kerning / 115% leading
  • Body Copy — Franklin Gothic, Regular 24 pt / 0% kerning / 160% leading
  • CTAs — Franklin Gothic, Medium 24 pt / 0% kerning / 140% leading
Logo Usage
  • The Lamar logo is an essential asset in representing our company. It embodies our rich history and characteristics core to our brand.
  • Given the unique structure of our originally hand-drawn letterforms, we developed an underlying grid to optically balance and align this updated mark.
  • We use our Alternate Logomark in cases where the logo will be a smaller size, and the inner stroke needs greater visual emphasis and weight. If the displayed size is smaller than 1.5", this version will work best.
  • Lamar owns a federal registration mark for the Lamar logo depicted in our billboard placards. The ® is not required to be used in conjunction with the logomark, but is recommended in certain cases.
  • Showing the symbol with the first occurance of the logo in a document will su°ice. Failure to place the ® symbol will not prevent Lamar from obtaining injunctive relief against trademark infringement.
  • This version of our logo combines the one-color LAMAR logomark with the subtext “Advertising Company” below or to the right of the mark. Our registered company name is Lamar Advertising Company (not Lamar Outdoor Advertising). Do not use this logo version for an application where the finished size will be less than 1.5" wide.
  • Our office-specific logo variation accomodates our network of offices across the US and Canada by customizing the logo with an office name. Select either a horizontal or vertical layout depending on how the logo is being used. In the horizontal layout, we include “of” so that the logo reads “Lamar of [Office Name]” from left to right.
  • Similarly to our office-specific logo, this version represents the various programs and divisions within Lamar. Select either a horizontal or vertical layout depending on how the logo is being used.
  • Use these visual do nots as a reference point for our primary mark and any other logo or asset associated with our brand.
  • Do not use the logo outline as a standalone element
  • Do not isolate the LAMAR letters without approval
  • Do not distort the logo
  • Avoid off-brand colors
  • Avoid gradient colors or patterns
  • Avoid poor contrast
  • Do not use retired logo versions
  • Do not use retired logo taglines
  • Do not use locally-created logos without approval
Brand Values
  • Our core values are the foundation of our company culture.
  • Committed to Safety Our largest audience is the driving public, and we understand that people see out of home ads sometimes driving at high speeds. Safety is our top priority. We are firmly commi˜ed to the safety of the general public. In addition to following external laws and regulations, we adhere to the OAAA Code of Industry Principles. We also create and maintain safe working environments for all of our employees, whether they’re working in an o°ice or installing billboards on the interstate.
  • Serving Our Customers We are dedicated to building strong relationships, providing excellent customer service and delivering value to our customers. We are always looking for innovative new ways to support our customers and to become a more valuable media partner.
  • Delivering Shareholder Value with Principles As a publicly traded company since 1996, we are commi˜ed to delivering a˜ractive returns to our shareholders. We also seek to preserve the same family values upon which we have built the business since 1902.
  • Community Support Our goal is to leave every place where we are privileged to operate be˜er than we found it. We operate in hundreds of communities across the United States and Canada. We are responsible corporate citizens in the communities we serve. We support nonprofit organizations by donating advertising space for public service announcements. We also utilize our extensive digital display network to broadcast Amber, FBI, FEMA, Crime Stoppers and other emergency alerts on a local, state or national level.
  • Honesty & Integrity We live by the Golden Rule, and we operate with honesty and integrity in every aspect of our business. We are open with our employees, transparent with our customers and loyal to our communities.
  • Always Improving We strive to be the best. And more importantly, we are always focused on how we get be˜er.
Visual Style
  • Given the unique structure of our originally hand-drawn letterforms, we developed an underlying grid to optically balance and align this updated mark.
  • We use our Alternate Logomark in cases where the logo will be a smaller size, and the inner stroke needs greater visual emphasis and weight. If the displayed size is smaller than 1.5", this version will work best.
  • The ® is not required to be used in conjunction with the logomark, but is recommended in certain cases.
  • Showing the symbol with the first occurance of the logo in a document will su°ice. Failure to place the ® symbol will not prevent Lamar from obtaining injunctive relief against trademark infringement.
  • Do not use this logo version for an application where the finished size will be less than 1.5" wide.
  • Our office-specific logo variation accomodates our network of offices across the US and Canada by customizing the logo with an office name. Select either a horizontal or vertical layout depending on how the logo is being used. In the horizontal layout, we include “of” so that the logo reads “Lamar of [Office Name]” from left to right.
  • Similarly to our office-specific logo, this version represents the various programs and divisions within Lamar. Select either a horizontal or vertical layout depending on how the logo is being used.
  • Use these visual do nots as a reference point for our primary mark and any other logo or asset associated with our brand.
  • Do not use the logo outline as a standalone element
  • Do not isolate the LAMAR letters without approval
  • Do not distort the logo
  • Avoid off-brand colors
  • Avoid gradient colors or patterns
  • Avoid poor contrast
  • Do not use retired logo versions
  • Do not use retired logo taglines
  • Do not use locally-created logos without approval
  • Franklin Gothic evokes an undertone of timelessness, the perfect choice to carry Lamar’s message for decades to come.
  • Condensed weights of Franklin Gothic may be used when the regular weights are too wide for certain applications. Avoid using Franklin Gothic Condensed for body copy.
  • We opted to complete our type paring with Termina to counter Franklin’s no-nonsense posture. Its condensed x-height and overall bubbly proportions make this the optimal choice to inject a much-needed sense of personality and loudness into our brand.
  • H1, Large Headline — Termina, Medium 132 pt / -2% kerning / 90% leading
  • H2, Medium Headline — Franklin Gothic, Regular 86 pt / -2% kerning / 105% leading
  • H3, Subheadline — Franklin Gothic Condensed, Medium 46 pt / 0% kerning / 115% leading
  • Body Copy — Franklin Gothic, Regular 24 pt / 0% kerning / 160% leading
  • CTAs — Franklin Gothic, Medium 24 pt / 0% kerning / 140% leading
  • PANTONE® 343 C Lamar Green #115740 R 17 G 87 B 64 CMYK (89, 19, 72, 60)
  • PANTONE® 7723 C Cypress #4E9C79 R 78 G 156 B 121 CMYK (69, 0, 54, 7)
  • PANTONE® N/A White #FFFFFF R 255 G 255 B 255 CMYK (0, 0, 0, 0)
  • PANTONE® Black 6 C Black #000000 RO GO BO CMYK (0, 0, 0, 100)
  • Lamar’s primary colors are Lamar Green, a lighter Cypress green, along with white and black. A selection of secondary and tertiary colors inspired by the outdoors is available to enhance Lamar-branded items. To maintain brand recognition, accent colors should be used in conjuntion with the primary colors.
  • PANTONE® 290 C Sky #BCE3F9 R 188 G 227 B 248 CMYK (23, 0, 1, 0)
  • PANTONE® 296 C Midnight #141F33 R 20 G 31 B 51 CMYK (100, 73, 28, 86)
  • PANTONE® 7545 C Asphalt #404856 R 64 G 72 B 86 CMYK (58, 32, 18, 54)
  • PANTONE® N/A Canvas #F7F5F2 R 247 G 245 B 242 CMYK (3, 3, 6, 7)
  • PANTONE® 135 C Marigold #FFCA63 R 255 G 202 B 99 CMYK (0, 21, 76, O)
  • PANTONE® 279 C Cobalt #2F96F4 R 47 G 150 B 244 CMYK (68, 34, 0, 0)
  • PANTONE® 804 C Safety #FF9852 R 255 G 152 B 82 CMYK (0, 40, 68, 0)
  • #D92632 PANTONE® 1797 C Berry R 217 G 28 B 50 CMYK (2, 97, 85, 7)
  • Tertiary colors are intended for stand-alone applications like promotional items and for web accessibility purposes. These colors should be used sparingly when combined with primary and secondary colors.
  • This pattern of stylized topography represents our ability to advertise everywhere. Use the following examples as a reference for applications.
  • We utilize market map line drawings as background patterns -of specific cities where we operate, and of general “anywhere USA” maps. Use the following examples as a reference for applications.
  • The tree ring pattern represents our history and tradition as a well-established company. Use the following examples as a reference for applications.
Patterns
  • This pattern of stylized topography represents our ability to advertise everywhere. Use the following examples as a reference for applications.
  • Base Stroke
  • Opacity -20% Overlay
  • Base Stroke Opacity -10% Overlay
  • Base Stroke • Opacity -5% Normal
  • We utilize market map line drawings as background patterns -of specific cities where we operate, and of general “anywhere USA” maps. Use the following examples as a reference for applications.
  • Base • Stroke Opacity -20% Normal
  • Base e Stroke • Opacity -10% Normal
  • Base Stroke • Opacity -10% Normal
  • The tree ring pattern represents our history and tradition as a well-established company. Use the following examples as a reference for applications.
  • Base Fill Opacity -10% Overlay
  • Base Fill • Opacity -5% Multiply
Brand Mascots
  • Our mascots, Lenny and Billy, are designed to give our visual applications more personality and approachability. They appear selectively when needed.
Badges And Accent Marks
  • A selection of badges is available to bring some additional flair to branded applications by presenting elements of our logo and typefaces in different ways. These assets are reserved for use by Lamar’s internal design departments and graphic artists. To request use for your project, contact the Marketing Design Team (mktdesign@lamar.com).
  • We designed our state badges to bring a sense of pride no matter where you are. Customized state badges will be available from the Marketing Department.
  • City badges represent the many communities that Lamar is privileged to operate in. “It’s good to see you, no matter where you are” –from Salem, Oregon to Providence, Rhode Island –and everywhere in between. Customized city badges will be available from the Marketing Department.
Heritage Script
  • The Lamar Heritage Script is a decorative branding element in a vintage style. It is a nod to our long company history. It is not intended to replace the primary Lamar logo mark, and is best used In environments where the viewers are very familiar with our brand.
Heritage Crest
  • Heritage Crest
  • Heritage Crest -Inverse
  • Country-Specific Heritage Marks
  • We are proud to operate in both Canada and the United States. Country-Specific Heritage Marks are available for offices who want to show their pride on apparel and other specialty applications.
Country Specific Heritage Marks
  • Country-Specific Heritage Marks are available for offices who want to show their pride on apparel and other specialty applications.
State Specific Badges
  • We designed our state badges to bring a sense of pride no matter where you are. Customized state badges will be available from the Marketing Department.
City Badges
  • City badges represent the many communities that Lamar is privileged to operate in. “It’s good to see you, no matter where you are” –from Salem, Oregon to Providence, Rhode Island –and everywhere in between. Customized city badges will be available from the Marketing Department.
🐛 Report