Introduction
Building Recognition Through Consistency
This webpage is a resource to aid the implementation of our brand identity. These guidelines cover the basic elements of managing the identity system. Apply common sense to anything that is not covered. Together these elements form the foundation of a cohesive system that builds the brand’s image with consistency and strength, bringing recognition and awareness to our brand.
Brand Assets
Logo
Consistent usage of our logo is important to the recognition and integrity of our brand.
Profile Icon
Full Color
Logo Clear Space
It’s important to retain a designated minimum clear space around the logo to maintain legibility and prevent overcrowding. The clear space refers to the area around the logo, which must remain free from other text and elements to ensure the logo is not obscured.
Logo Misuse
To maintain consistency of our logo, never do any of the following.
Don’t use an outdated version of the logo.
Don’t use a low resolution or screenshot of the logo.
Don’t use the logo on a busy image or background.
Don’t break the clear space minimum padding recommendations.
Color Palette
Color is a integral part of the identity system. It distinguishes our brand and helps us create consistent experiences across all touch points.
Primary Brand Colors
Yellow
Hex
#FFA500
RGB
255, 165, 0
CMYK
0, 40, 100, 0
Orange
Hex
#F66324
RGB
246, 99, 36
CMYK
0, 69, 100, 0
Black
Hex
#000000
RGB
0, 0, 0
CMYK
0, 0, 0, 100
Slate
Hex
#282B37
RGB
40, 43, 55
CMYK
70, 55, 40, 65
Griege
Hex
#F3F4F4
RGB
243, 244, 244
CMYK
4, 2, 2, 0
Photos
All current photo assets can be downloaded below as a single zip file.
Typography
Typography is an essential element of the identity, helping set the stylistic tone for communications. Use the recommended typefaces consistently in all materials, including both physical and online communications.
Tertiary Font
The tertiary typeface should be used for emphasis on key words.
Download at DaFontIconography
Tour Badges
Verbal Expression
Tone of Voice
The way we sound when communicating our brand to deliver a unified spoken and written language.
Main Messaging
Short phrases that introduce our brand. These are to be used in prominent places such as website headings and ad copy. While these are formal primary headlines to launch our brand, there are several additional headlines that will be used.
• Feel the Rush
• This is Epic
• Discover Exhilaration
• Experts in Epic
• Get Stoked
Secondary headlines you’ll see in prominent places, such as website headings and subheadings, tour copy, and other marketing materials like brochures, etc.
• Prepare to be Exhilarated
• Get wet. Be wild. Do epic.
• Ride the Royal Gorge
• Epic Rafting Adventures
• Epic Rafting in Colorado's Adventure Hub
• Epic Rafting In The Heart Of The Action
• Your epic rafting trip is just one hour from Colorado Springs and 2 hours from Denver.
• Spend less time getting there, and more time on the water.
Company Description
The following descriptions are to be used on Google My Business and similar directory listings to convey more of your brand positioning and what you do.
Full / Standard Description
Discover exhilaration with Royal Gorge Rafting Tours on the famous Arkansas River located in the Royal Gorge region in Colorado. Choose from one of our two awesome rafting tours: The Big Horn Canyon Tour- rafting for all ages and fun for the whole family in class II, III, IV (at high water) rapids. Choose a more elevated experience on the Royal Gorge Tour- a world-class tour in class III, IV, V (at high water) rapids. Half-day or full-day tours are available. Rafting tours with unsurpassed safety for 100% fun.
Medium Description (Within 255 Character Limit)
Discover exhilaration at Royal Gorge Rafting, epic rafting tours on the Arkansas River in the Royal Gorge region in Colorado. Choose your tour; Big Horn Canyon for all-ages and family fun or The Royal Gorge Tour for an all-out adventure on world-class rapids.
Short Description (within 160 Character Limit)
Discover exhilaration at Royal Gorge Rafting. Epic adventures in the Royal Gorge region in Colorado. Choose your rafting tour; family-fun or world-class rapids.
Download at Google Fonts
Download at Google Fonts
