Town of Buena Vista

Official Websites

• https://www.buenavistaco.gov
• http://www.buenavistaco.gov

Brand Guidelines

2017

Brand Summary

Mission

• To establish and strengthen brand equity through unified messaging, repetition, and frequency, actively managing Buena Vista’s reputation and embodying community spirit, high-quality services, and a well-planned environment for financial prosperity and recreational opportunities [^1].

Core Values

• A safe, quiet community in which to live, work, and play
• Friendly people with a spirit of self-determination
• A defined sense of place, expressed in the town’s history and architecture
• Accountability, visibility, and efficiency in getting things done
• Environmental responsibility and sustainability
• Economic diversity and stability that ensure all residents feel welcome

Target Audience

• Young families seeking entrepreneurial opportunities, Colorado residents looking for community, nature, and solitude, and people seeking an active lifestyle through health and wellness, balance, and happiness [^2].

Personality Traits

• Humble
• Friendly
• Genuine
• Outdoor-oriented
• Welcoming
• Laid-back
• Entrepreneurial
• Flexible

Visual Identity Overview

• The visual identity is clean, minimalistic, and modern, emphasizing smooth curves, contrasting blue tones, and a wave motif. The logo is circular, featuring mountain peaks, a river, and a sunrise/sunset, with a color palette inspired by the Colorado state flag. Typography uses modern, rounded sans-serif fonts, and the overall style is approachable, cheerful, and professional [^3].

Categories

Brand Voice

• The Core Values are how we describe our brand personality in written form. They’re how we communicate who we are and the words that we use to “shape thought” about our brand. Through consistent and frequent repetition of these values, a brand plays an active role in managing its reputation by influencing people’s thoughts, feelings, and emotions.
• • A safe, quiet community in which to live, work, and play
• • Friendly people with a spirit of self­determination
• • A defined sense of place, expressed in the town’s history and architecture
• • Accountability, visibility, and efficiency in getting things done
• • Environmental responsibility and sustainability
• • Economic diversity and stability that ensure all residents feel welcome
• Buena Vista is a humble, friendly, genuine, outdoor community where people take care of each other, prioritize health and wellness, and foster a flexible entrepreneurial spirit that seeks to make the most of this beautiful town. It is a quiet, sometimes even sleepy place where you rarely have to fight a crowd and can escape from the bustle of major resorts. Whether you’re a resident or a visitor, there is always something new and special to discover.

Color Palette

• The consistent application of color to the Town of Buena Vista logo is essential to building and maintaining brand recognition. The logo colors should never be altered from the given standard and should always be the Pantone colors specified on our primary color palette. To ensure proper printing, always communicate the PMS color of the logo to the printer, so they know what they are trying to accomplish.
• When creating marketing collateral the primary colors should be used on larger surface areas, such as backgrounds, and secondary colors should be used as accents, such as callouts.
• pantone cmyk rgb hex # 299 C 86 8 0 0 0 163 224 00A3E0
• pantone cmyk rgb hex # 641 C 100 23 0 19 0 103 160 0067A0
• pantone cmyk rgb hex # 7620 C 0 95 94 28 0 178 240 B7312C
• pantone cmyk rgb hex # 142 C 0 24 78 0 241 190 2 F1BE48
• pantone cmyk rgb hex # N/A 0 0 0 0 255 255 255 FFFFFF
• pantone cmyk rgb hex # N/A 0 0 0 100 0 0 0 000000
• Do not alter the color of the logo in any way.

Typography

• Typography refers to typeface or font and is an important part of our visual identity. The specified fonts should be used in all Buena Vista communications, in both print and electronic formats. The official typefaces for the Town of Buena Vista are Fetridge, Museo Sans Rounded 100, and Calibri. These fonts are modern, humanist, sans serif fonts known for their warmth and subtly rounded aesthetic.
• Headlines are treated in upper case without periods in Fetridge. The typeface recommended for body copy is Museo Sans Rounded 100. When the recommended fonts are unavailable, use Calibri, all weights and italic. Calibri is also recommended for use in web applications/email and PowerPoint layouts.
• Headlines and titles should be treated with Fetridge font, size 40, in the darker blue color (pantone 641 C). Body copy should be Museo Sans Rounded, size 14, in black. Subheaders should be treated with Fetridge font, size 28, in the lighter blue color (pantone 299 C). Hyperlinks should be red (pantone 7620 C).

Logo Usage

• To protect the integrity and clarity of the Town of Buena Vista logo, at least 1/4" of clear space should surround it.
• To maintain the legibility of the logo, the minimum size at which it can be reproduced is 3/4", When using the minimum size, use the truncated version of the logo which depicts “BV” in place of “The Town of Buena Vista” for optimum visibility.
• In most instances, the color version will be the logo of preference. For certain printed materials, the grayscale or black and white logo may be a more attractive option. Do not alter the logo colors.
• The consistent application of color to the Town of Buena Vista logo is essential to building and maintaining brand recognition. The logo colors should never be altered from the given standard and should always be the Pantone colors specified on our primary color palette. To ensure proper printing, always communicate the PMS color of the logo to the printer, so they know what they are trying to accomplish.
• When creating marketing collateral the primary colors should be used on larger surface areas, such as backgrounds, and secondary colors should be used as accents, such as callouts.
• When using the logo on dark or vivid backgrounds, use the reverse logo, or all white, version of the logo. This version provides increased separation between the logo and the background and makes it easier to see.
• Do not distort the logo in any way.
• Do not use the logo on a background that is distracting or that interferes with legibility.
• Do not place a glow or drop-shadow behind the lock-up
• Do not alter the color of the logo in any way.
• When using the logo in smaller spaces, use the small logo lock containing the letters “BV” rather than ‘The Town of Buena Vista" for better visibility and clarity. Examples include website favicon, the corner of presentations for repetition, social media profile pictures, etc.)

Tone And Messaging

• The Brand and Logo Guidelines book is designed to establish and strengthen brand equity through unified messaging, repetition, and frequency. The Brand Analysis, Brand Essence, and Brand Attributes are a guide to actively managing Buena Vista’s reputation.
• The Buena Vista brand is more than just a location. It’s the perception of the town, its strengths, differentiators, and everything that encompasses how the town is described. Ultimately the brand is defined by residents, business owners, and visitors and how they perceive these elements working together. While Buena Vista cannot control people’s opinions, the Brand and Logo Guidelines book ensures a greater level of communication success by staying true to these elements in order to actively influence Buena Vista’s reputation.
• The Core Values are how we describe our brand personality in written form. They’re how we communicate who we are and the words that we use to “shape thought” about our brand. Through consistent and frequent repetition of these values, a brand plays an active role in managing its reputation by influencing people’s thoughts, feelings, and emotions.
• Key messages build a foundation to describe an initial perception of Buena Vista and what it embodies. These messages will be used to articulate Buena Vista’s core values during interactions with residents, business owners, visitors, media, and the community. The overall message encompasses all of Buena Vista’s core values. These messages should be incorporated into all collateral materials, the town website, and media interviews.
• Buena Vista is a humble, friendly, genuine, outdoor community where people take care of each other, prioritize health and wellness, and foster a flexible entrepreneurial spirit that seeks to make the most of this beautiful town. It is a quiet, sometimes even sleepy place where you rarely have to fight a crowd and can escape from the bustle of major resorts. Whether you’re a resident or a visitor, there is always something new and special to discover.
• For Buena Vista, the positioning statement is an internal guide to weigh business goals, town planning, development opportunities, marketing initiatives, and event/partnership strategies. All decisions should be measured by the degree to which they meet the positioning statement’s brand attributes.
• The town tagline, when it appears independently of the logo, should utilize the same custom-made font that appears in the logo itself. In this way it can be identified as part of the Buena Vista brand even when it is used on its own.
• Outgoing communication is a crucial piece of brand identity. As such, email signatures must be consistent and reinforce the Town of Buena Vista Brand. It is also important to provide links to the Buena Vista website and social media pages to increase reach and awareness.

Brand Values

• The Core Values are how we describe our brand personality in written form. They’re how we communicate who we are and the words that we use to “shape thought” about our brand. Through consistent and frequent repetition of these values, a brand plays an active role in managing its reputation by influencing people’s thoughts, feelings, and emotions.
• • A safe, quiet community in which to live, work, and play
• • Friendly people with a spirit of self­determination
• • A defined sense of place, expressed in the town’s history and architecture
• • Accountability, visibility, and efficiency in getting things done
• • Environmental responsibility and sustainability
• • Economic diversity and stability that ensure all residents feel welcome
• Key messages build a foundation to describe an initial perception of Buena Vista and what it embodies. These messages will be used to articulate Buena Vista’s core values during interactions with residents, business owners, visitors, media, and the community. The overall message encompasses all of Buena Vista’s core values. These messages should be incorporated into all collateral materials, the town website, and media interviews.
• Buena Vista is a humble, friendly, genuine, outdoor community where people take care of each other, prioritize health and wellness, and foster a flexible entrepreneurial spirit that seeks to make the most of this beautiful town. It is a quiet, sometimes even sleepy place where you rarely have to fight a crowd and can escape from the bustle of major resorts. Whether you’re a resident or a visitor, there is always something new and special to discover.

Visual Style

• To protect the integrity and clarity of the Town of Buena Vista logo, at least 1/4" of clear space should surround it.
• To maintain the legibility of the logo, the minimum size at which it can be reproduced is 3/4", When using the minimum size, use the truncated version of the logo which depicts “BV” in place of “The Town of Buena Vista” for optimum visibility.
• In most instances, the color version will be the logo of preference. For certain printed materials, the grayscale or black and white logo may be a more attractive option. Do not alter the logo colors.
• The consistent application of color to the Town of Buena Vista logo is essential to building and maintaining brand recognition. The logo colors should never be altered from the given standard and should always be the Pantone colors specified on our primary color palette. To ensure proper printing, always communicate the PMS color of the logo to the printer, so they know what they are trying to accomplish.
• When creating marketing collateral the primary colors should be used on larger surface areas, such as backgrounds, and secondary colors should be used as accents, such as callouts.
• When using the logo on dark or vivid backgrounds, use the reverse logo, or all white, version of the logo. This version provides increased separation between the logo and the background and makes it easier to see.
• Do not distort the logo in any way.
• Do not use the logo on a background that is distracting or that interferes with legibility.
• Do not place a glow or drop-shadow behind the lock-up
• Do not alter the color of the logo in any way.
• The custom-font version of the town name can appear in either a horizontal or vertical format. This presentation can be utilized in watermarks and other types of backgrounds.
• Typography refers to typeface or font and is an important part of our visual identity. The specified fonts should be used in all Buena Vista communications, in both print and electronic formats. The official typefaces for the Town of Buena Vista are Fetridge, Museo Sans Rounded 100, and Calibri. These fonts are modern, humanist, sans serif fonts known for their warmth and subtly rounded aesthetic.
• Headlines are treated in upper case without periods in Fetridge. The typeface recommended for body copy is Museo Sans Rounded 100. When the recommended fonts are unavailable, use Calibri, all weights and italic. Calibri is also recommended for use in web applications/email and PowerPoint layouts.
• Headlines and titles should be treated with Fetridge font, size 40, in the darker blue color (pantone 641 C). Body copy should be Museo Sans Rounded, size 14, in black. Subheaders should be treated with Fetridge font, size 28, in the lighter blue color (pantone 299 C). Hyperlinks should be red (pantone 7620 C).
• The town tagline, when it appears independently of the logo, should utilize the same custom-made font that appears in the logo itself. In this way it can be identified as part of the Buena Vista brand even when it is used on its own.

Layout And Composition

• To protect the integrity and clarity of the Town of Buena Vista logo, at least 1/4" of clear space should surround it.
• To maintain the legibility of the logo, the minimum size at which it can be reproduced is 3/4", When using the minimum size, use the truncated version of the logo which depicts “BV” in place of “The Town of Buena Vista” for optimum visibility.
• When using the logo in smaller spaces, use the small logo lock containing the letters “BV” rather than ‘The Town of Buena Vista" for better visibility and clarity. Examples include website favicon, the corner of presentations for repetition, social media profile pictures, etc.)
• The custom-font version of the town name can appear in either a horizontal or vertical format. This presentation can be utilized in watermarks and other types of backgrounds.
• Headlines and titles should be treated with Fetridge font, size 40, in the darker blue color (pantone 641 C). Body copy should be Museo Sans Rounded, size 14, in black. Subheaders should be treated with Fetridge font, size 28, in the lighter blue color (pantone 299 C). Hyperlinks should be red (pantone 7620 C).

Additional Properties