Brand Guidelines Contents

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BRAND GUIDELINES CONTENTS

03 Welcome

04 PART ONE: THE MORECAMBE BAY BRAND What the brand is

05 Brand Wheel

06 The Morecambe Bay Brand

08 PART TWO: THE BRAND COMPONENTS How it’s made up

09 Tone of Voice

15 Icon & Logotype

23 Typography

26 Colour Palette

28 PART THREE: THE BRAND IN ACTION What it looks like in practice

29 Destination

32 Sector Specific

37 Product & Operator Specific

40 Online & Social Media

43 Guidelines Summary

46 Image Credits

MORECAMBE BAY GUIDELINES 02 CONTENTS WELCOME

MORECAMBE BAY The Morecambe Bay Brand is a brand to present the Bay area to its visitors. It’s a brand Morecambe Bay is like nowhere else in the which is both practical and flexible and will UK. It’s as invigorating as it is calming with continue to grow. spectacular natural beauty and a fascinating heritage. For further information or advice on using the Brand, please contact either Marketing It’s an incredible internationally protected haven Lancashire or Cumbria Tourism: for wildlife and birds. It’s a landscape borne of its people and traditions. It’s a much-loved MARKETING LANCASHIRE outdoor challenge. It’s a favourite place for all the family. [email protected] 01772 426450 It’s Morecambe Bay. marketinglancashire.com/morecambebaybrand

THE MORECAMBE BAY BRAND CUMBRIA TOURISM

The Morecambe Bay Brand is built on these [email protected] values and offers a new look and feel to share 015939 822222 this special place with others. It’s made up of: cumbriatourism.org/morecambebaybrand Brand Guidelines That’s this document, which sets out what the Brand is and how it can be used. It’s set out in three parts: 1) What the Brand is; 2) How it’s made up; and 3) What it looks like in practice.

Brand Toolkit That’s the accompanying website where everything needed to create the Brand can be found. It’s available from marketinglancashire. com/morecambebaybrand and cumbriatourism.org/morecambebaybrand and includes the Morecambe Bay Brand Logo, Font, Copy and Images all freely available to copy, paste and download.

MORECAMBE BAY GUIDELINES 03 WELCOME PART ONE: THE MORECAMBE BAY BRAND

WHAT THE BRAND IS

A brand is never just about a logo. It’s about how something looks and sounds. It’s about how it makes you feel. It’s about how different things come together to create an individual personality and character. It’s about how to instil the wonder of Morecambe Bay in the eyes of visitors.

This first part of the Brand Guidelines sets out the Morecambe Bay Brand’s Position, Key Attributes and Personality. These are the guiding principles to inform all creative work.

PART ONE: THE MORECAMBE BAY BRAND 04 WHAT THE BRAND IS R ok ation Lo al e At W tr w ib o u H te s 1. L ty o E li g m a ic n & o o t k M i l s o r a a n e T g a P

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BRAND WHEEL

The starting point for the Morecambe Bay Emotional Attributes Brand is the Brand Wheel. This gives the Brand These are Morecambe Bay’s unique a clear and consistent set of values throughout characteristics that make the place special. It’s every aspect of its communications. From its the type of place Morecambe Bay promises Brand Essence, to its Key Attributes and Key to be. Messages, to its overall look and feel. 2. POSITIONING Below is a handy reference to explain how the Brand Wheel is made up, before exploring the Position Statement Morecambe Bay Brand Wheel in detail. The Position Statement sets out how Morecambe Bay is positioned as a destination. BRAND ESSENCE How the Bay is seen through the eyes of the visitor when compared to other destinations. The Brand Essence is just that. The essence of the Brand. It’s what the Brand seeks to convey Key Messages in a nutshell. Morecambe Bay has a lot of different things 1. LOGIC & MAGIC to be proud of. The Key Messages work to focus visitors on the key things they should Rational Attributes remember. These are Morecambe Bay’s key assets. The things that visitors most want to see and 3. PERSONALITY experience when they visit. The Brand Personality outlines the look and feel of the Brand. From the design of the Brand Logo to the Colour Palette and Tone of Voice. They bring the Logic & Magic and Positioning together to bring the Brand to life.

PART ONE: THE MORECAMBE BAY BRAND 05 BRAND WHEEL R ok ation Lo al e At W tr w ib o u H te s 1. L ty o E li g m a ic n & o o t k M i l s o r a a n e T g a P

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THE MORECAMBE BAY BRAND

And here’s the Morecambe Bay Brand set out Emotional Attributes in detail. This shows how all the parts fit • Inspiring together to make the overall Brand, and is • Awe-striking & captivating (magical, wow!) something to keep referring back to. These are • Calming & thought provoking the guiding principles which underline every • Curious & engaging aspect of the Morecambe Bay Brand, and • Energising & exhilarating (multi-emotional) should underline every piece of creative work. 2. POSITIONING BRAND ESSENCE An Inspiring Coastal Area. Position Statement One of England’s fastest emerging destinations, 1. LOGIC & MAGIC incomparable to anything in the UK, which inspires and engages those with a love for the Rational Attributes outdoors and nature through captivating coastal • Big & changing views across the Bay landscapes and seascapes, rich natural • Rich cultural heritage and cultural heritage, big views and • Outstanding natural environment and wildlife outstanding sunsets. • Diverse & authentic towns and villages to explore • Outdoor Activities - walking & cycling for all, non-powered water sports

PART ONE: THE MORECAMBE BAY BRAND 06 BRAND WHEEL R ok ation Lo al e At W tr w ib o u H te s 1. L ty o E li g m a ic n & o o t k M i l s o r a a n e T g a P

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THE MORECAMBE BAY BRAND

Key Messages Engage - Outdoor Recreation

Inspire & Captivate - Big Views, Landscapes & A sense and feeling of participation in outdoor Natural Environment leisure and recreation, which is accessible to all. From land-based activities such as A sense and feeling of wonder at the diversity ambling along coastal paths and accessible of Morecambe Bay. Its vast intertidal areas, promenades to more up-tempo walking and land and seascapes, natural habitats & wildlife, biking, through to higher energy activities such ecology, geology, and naturally occurring as non-powered watersport activities and attractions which engage visitors in the natural Cross Bay challenges. All have opportunities to environment in and around Morecambe Bay. enjoy the views and stop and enjoy attractions in and around the Bay. Explore & Discover - Cultural Heritage A sense and feeling of rich built and historical 3. PERSONALITY heritage, the personal stories, traditions and ways of life which have emerged culturally in Contemporary yet down to earth, with cultural local food, drink, arts and craftsmanship to references. This is shown in Part Two of captivate visitors in and around these Guidelines. Morecambe Bay.

PART ONE: THE MORECAMBE BAY BRAND 07 BRAND WHEEL PART TWO: THE BRAND COMPONENTS

HOW IT’S MADE UP

In this second part of the Brand Guidelines you’ll find everything you need to start using the Morecambe Bay Brand. From the Brand Logo, to the Tone of Voice, to the Brand Fonts and Colour Palette.

All of these are freely available to copy, paste and download from the Brand Toolkit at marketinglancashire.com/morecambebaybrand and cumbriatourism.org/morecambebaybrand.

PART TWO: THE BRAND COMPONENTS 08 HOW IT’S MADE UP TONE OF VOICE

A brand is never just about how it looks, how it sounds is just as important.

Whether it is a headline on an advert, a piece of body copy on a website or this introduction, a consistent Tone of Voice helps to complete the look and feel of the Brand.

Here are some guidelines on copywriting for the Morecambe Bay Brand, building on the Brand Wheel.

PART TWO: THE BRAND COMPONENTS 09 TONE OF VOICE TONE OF VOICE

EXPLORE AND DISCOVER INSPIRE AND CAPTIVATE

There’s lots to do in Morecambe Bay, whether Inspire - Emotional Responses it’s exploring the Bay’s towns and villages, discovering its cultural heritage or experiencing As set out in the Brand Wheel, Morecambe Bay the Bay’s natural habitats and wildlife. is an inspiring coastal area. It’s as invigorating as it is thought provoking, calming as it is To reflect this, use active words. Aim to intriguing. It creates a multi-emotional response begin copy with a verb so that you’re always of sense and wonder which moves people. It encouraging your visitors to do, go, see and doesn’t compare to anywhere else in the UK. explore rather than just stating a fact: To reflect this, consider how you want your Discover Morecambe Bay... reader to feel and aim for an emotional response. Remember the Emotional Attributes See the striking sunsets... in the Brand Wheel and feel free to talk about them. Use emotive adjectives that engage a Smell the sea air... reader’s senses.

For example:

See the striking sunsets at Morecambe and you’ll know why they’re famous.

Smell the sea air and enjoy a great fish supper at Arnside.

PART TWO: THE BRAND COMPONENTS 10 TONE OF VOICE TONE OF VOICE

Captivate – Contrasting Headlines Engage – Outdoor Recreation:

The scope and scale of Morecambe Bay GET THE FEELING promotes multi-emotional responses, with a Being physically motivated to actively engage varied and contrasting offer as changeable as with the Bay, such as through walking or cycling. the sands, seas and skies. To reflect this offer a surprise or contrast to captivate your reader CATCH YOUR BREATH and aim for an emotional response. Here’s some example headlines to use and inspire Being captivated by the animation of the based on the Brand Wheel Key Messages: natural environment. Such as through watching sailing, kite-surfing or fishing boats. Inspire & Captivate – Big Views, Landscape & Nature: Cross-cutting all Key Messages:

WELCOME TO NATURE’S AMPHITHEATRE EXPAND YOUR HORIZONS Taking in the outstanding views and spectacular Being inspired by the natural and cultural land and seascape. Being completely awe- environments of the Bay to try out new things, struck.. such as bird-watching, painting, photography.

Explore & Discover – Cultural Heritage:

WE’VE GOT SECRETS TO SHARE Engaging with different cultural and heritage experiences. Discovering intriguing places and points of interest.

PART TWO: THE BRAND COMPONENTS 11 TONE OF VOICE TONE OF VOICE

ENGAGE • Don’t overload web pages or documents with long, exhaustive paragraphs. Keep your Welcoming and Open Tone sentences fresh and exciting. Give your reader space to think. Create copy that’s easy to The Bay has an outstanding natural ‘browse’ for ideas. environment, yet it is widely accessible for all family members to engage with. Whether Fancy a walk? Stroll along the prom at a bike, trike, scooter or walk along the level Morecambe or Grange or explore the coastline promenades, or exploring the Bay’s heritage, between Arnside and Silverdale. Or how about visitors can feel welcome and at ease to a Cross Bay walk with the Queen’s Guide to the explore the natural environment in their Sands? It’s a great way to spend your day. own way. • Break up longer pages of text with To reflect this, use a welcoming and open engaging headlines. tone. That is calm and natural. Friendly and thoughtful. Easy to read, easy to digest. Ever explored our spectacular coastline on two This tone is especially important in longer or wheels? Find out where to hire a bike. informative copy: • Use a call to action, an instruction, at the end • Pause to ask questions and keep the reader of your sentence or clause. This guides your involved as you share information: reader to know specifically what to do, and helps them to imagine doing it. This helps to Ever explored our spectacular coastline on two promote an emotional response. wheels? Find out where to hire a bike. Fancy a walk? Stroll along the prom. • Write copy that you can read out naturally - for example: • Long sentences are fine, but to help your reader breeze through copy and reach your It’s beautiful here. call to action you need to use a mix. So also You’ll love this view. use short ones. It helps to keep the pace. It’s a great way to spend your day. • Remember how off-putting an overly formal • Use powerful words and adjectives sparingly tone, or an overload of information can be so that they can keep their impact and when you’re looking for inspiration. honesty. • Keep things simple. Focus on what’s important and check your copy for waffle and repetition.

PART TWO: THE BRAND COMPONENTS 12 TONE OF VOICE LEXICON

Here’s a list of some handy words to describe Morecambe Bay.

The Views and Captivating Humbling Powerful experiences are: Calming Inspiring Refreshing Colourful Intriguing Relaxing Absorbing Contemplative Invigorating Stunning Awe-inspiring Down to Earth Magical Spellbinding Awe-striking Exciting Moving Thought provoking Authentic Exhilarating Natural Tranquil Beautiful Fascinating Outstanding Unspoilt Breathtaking Fresh Peaceful

The Natural Useful words The Build Useful words Environment has: include: Environment has: include:

Bogs and Mosses Rich Ancient Sites Accessible / Open Estuaries and Rivers Changing Art Deco Heritage Amble Limestone Grasslands Diverse / Diversity Family Events Chance upon Shores and Sands Ecology / Ecological Fishing Heritage Discover Wildlife habitats Geology / Geological Industrial & Explore Woodlands Habitats Shipbuilding Heritage Enjoy Mosaic / Range Non-powered Leisurely Outstanding Watersports Recreational Protected (kitesurfing, sailing, Stroll Rare seakayaking) Taste / Try Seasonal Promenades Traditional / Tradition Special Seaside Heritage Uncover Tidal / Ebbing, Flowing Victorian Towns Varied Visitor Attractions Wildlife

For more detailed information on Morecambe Bay’s nature and wildlife, please see the Morecambe Bay Sense of Place Toolkit.

For further information on the Bay’s attractions and key points of interest, also see the interactive map.

Both can be found in the Morecambe Bay Brand toolkit available at: marektinglancashire.com/morecambebaybrand and cumbriatourism.org/morecambebaybrand.

PART TWO: THE BRAND COMPONENTS 13 TONE OF VOICE SAMPLE COPY

Building upon the Guidelines, here’s some sample copy to both use and inspire. It’s descriptive copy to use in the main body of marketing publications.

WELCOME TO NATURE’S AMPHITHEATRE

Meet the King of Piel Island, or the Queen’s Guide to the Sands. Discover an astounding haven of wildlife and birds, or Victorian towns and Art Deco glamour.

Cross the Bay on foot, stroll along the prom or explore the coastline on wheels. Uncover ancient sites and seafaring traditions, or spellbinding views with sunsets that set the sea alight.

Watch wading birds calling, seals playing, and kite-sails flying, or just sit back and enjoy the shrimps.

Explore spectacular beauty in this breath-taking kaleidoscope of water, light, sea and sky. Explore nature’s amphitheatre. Explore Morecambe Bay.

PART TWO: THE BRAND COMPONENTS 14 TONE OF VOICE ICON & LOGOTYPE

The Morecambe Bay Brand is a unifying one. It brings together the diversity of the natural environment with the people and places of the Bay.

Here you’ll find the Morecambe Bay Brand Icon and Logo and the ways in which they can be used.

PART TWO: THE BRAND COMPONENTS 15 ICON & LOGOTYPE MASTER LOGO

The Morecambe Bay Brand is made up of a unique Brand Icon and Logo which work as an embodiment of the distinctive landscape. It represents the flow and movement of the water, light and life that makes Morecambe Bay so special.

Where colour is available, use Sky Blue from the Colour Palette as the primary solid colour. This is useful for single colour printing or on items such as clothing where a colour gradation (shown on the following page) isn’t possible.

For colour references see p27.

PART TWO: THE BRAND COMPONENTS 16 ICON & LOGOTYPE COLOUR GRADATION

If more than one colour is available (such as regular CMYK printing or online) you can use the Colour Gradation version below.

PART TWO: THE BRAND COMPONENTS 17 ICON & LOGOTYPE MONO

The Mono version of the Brand Logo should only be used when colour is not available. Such as when printing documents in black only.

This version is also useful if you require a template for printing. For example when creating an embossing of the Brand.

PART TWO: THE BRAND COMPONENTS 18 ICON & LOGOTYPE REVERSE

While the Mono version of the Logo is useful for single colour applications, the Reverse version provides the flexibility to sit on block colours as shown here, or imagery.

PART TWO: THE BRAND COMPONENTS 19 ICON & LOGOTYPE EXCLUSION ZONE

The Exclusion Zone (measured by using the height and width of the icon) is designed to protect the integrity of the Brand Icon & Logo. Using the guide below, the Exclusion Zone should increase and decrease in proportion with the size of the Logo.

It is particularly important that other logos do not cross into the Exclusion Zone.

PART TWO: THE BRAND COMPONENTS 20 ICON & LOGOTYPE MINIMUM SIZE

The minimum size ensures that the Logo remains visible at all times. This should only be used as a last resort where space is at a premium.

25mm

PART TWO: THE BRAND COMPONENTS 21 ICON & LOGOTYPE SOCIAL MEDIA

When it comes to Social Media, one of the keys to standing out in the crowd is an eye-catching Brand Icon. Here the Morecambe Bay wording is dropped in favour of the Brand Icon though it is the only place where it does so.

And here’s the main Online and Social Media channels to promote Morecambe Bay:

URL: www.ExploreMorecambeBay.org.uk Facebook: ExploreMorecambeBayUK Twitter: @MorecambeBayUK #MorecambeBay

PART TWO: THE BRAND COMPONENTS 22 ICON & LOGOTYPE TYPOGRAPHY

Font choice is always a crucial brand component, acting as a visual signifier to convey a brand’s personality.

The Morecambe Bay Brand has two fonts: a more characterful display font for headlines, and a complimentary text font for creating copy.

PART TWO: THE BRAND COMPONENTS 23 TYPOGRAPHY CAVIAR DREAMS

Caviar Dreams is the main Brand Font for Morecambe Bay Brand, with its Art Deco leanings it has a natural home on the sea front. It should be used for all headlines but never for body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

PART TWO: THE BRAND COMPONENTS 24 TYPOGRAPHY NEXA

Nexa is the Text Font for the Morecambe Bay Brand and should be used for all body copy. It has a similar character to the Headline Font, Caviar Dreams while being more legible when reduced down.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

PART TWO: THE BRAND COMPONENTS 25 TYPOGRAPHY COLOUR PALETTE

The Colour Palette for the Morecambe Bay Brand is directly inspired by the landscape. From the fells and flocks to the sand flats and famous Morecambe Bay shrimps, these are the colours seen time and again.

PART TWO: THE BRAND COMPONENTS 26 COLOUR PALETTE COLOUR PALETTE

Below are all the details you need to use for the Colour Palette. When creating single colour jobs or requiring a colour reference for things such as vinyl use the Pantone ref. For full colour print use the CMYK reference and for screen use RGB.

SKY NATTERJACK SHRIMP MUSSEL KITESAIL Pantone 3115 Pantone 346 Pantone 198 Pantone 548 Pantone 116 C60 M0 Y20 K0 C50 M0 Y45 K0 C0 M80 Y30 K5 C100 M25 Y0 K65 C0 M15 Y100 K0 R105 G195 B208 R144 G200 B165 R222 G80 B117 R0 G65 B99 R255 G211 B0

SANDFLAT URCHIN LIMESTONE LAPWING SUNSET Pantone 1255 Pantone 5115 Pantone 415 Pantone 3305 Pantone 1787 C0 M30 Y100 K35 C60 M100 Y40 K50 C0 M0 Y10 K40 C100 M0 Y60 K60 C0 M80 Y70 K0 R180 G137 B12 R101 G30 B71 R178 G177 B167 R0 G83 B69 R230 G80 B73

PART TWO: THE BRAND COMPONENTS 27 COLOUR PALETTE PART THREE: THE BRAND IN ACTION

WHAT IT LOOKS LIKE IN PRACTICE

The third and final part of the Guidelines brings together Parts 1 & 2 to show how the Brand works in practice. It uses mock-up examples to show how the different Brand Components can work together for different marketing purposes.

This includes different levels of marketing, such as at a Destination, Sector and Product & Operator level, as well as for Online & Social Media.

PART THREE: THE BRAND IN ACTION 28 WHAT IT LOOKS LIKE IN PRACTICE DESTINATION

At a destination level, or first tier, the Brand’s Key Messages put Morecambe Bay on the map. See how the Brand Components work together to bring the Morecambe Bay Brand to life.

Images are included in these mock-up examples to give an idea of how the different components all come together. You can find images in the Brand Toolkit ready to download and use for yourself.

PART THREE: THE BRAND IN ACTION 29 DESTINATION DESTINATION

WELCOME TO NATURE’S AMPHITHEATRE

EXPLOREMORECAMBEBAY.ORG.UK

PART THREE: THE BRAND IN ACTION 30 DESTINATION DESTINATION

WELCOME TO NATURE’S AMPHITHEATRE

PART THREE: THE BRAND IN ACTION 31 DESTINATION SECTOR SPECIFIC

The second tier of marketing is centred on the key sectors that make Morecambe Bay tick. They bring together the Morecambe Bay Brand Rational and Emotional Attributes that lets visitors get to grips with the full visitor offer.

PART THREE: THE BRAND IN ACTION 32 SECTOR SPECIFIC INSPIRE & CAPTIVATE

Big Views, Landscape & Nature.

EXPAND YOUR HORIZONS Be inspired by natural beauty. Be inspired by Morecambe Bay

EXPLOREMORECAMBEBAY.ORG.UK

PART THREE: THE BRAND IN ACTION 33 SECTOR SPECIFIC EXPLORE & DISCOVER

Cultural Heritage.

WE’VE GOT SECRETS TO SHARE From ancient sites to traditional ways. Discover the secrets of Morecambe Bay.

EXPLOREMORECAMBEBAY.ORG.UK

PART THREE: THE BRAND IN ACTION 34 SECTOR SPECIFIC ENGAGE

Outdoor Recreation.

CATCH YOUR BREATH Be blown away by spectacular beauty. Catch your breath in Morecambe Bay.

EXPLOREMORECAMBEBAY.ORG.UK

PART THREE: THE BRAND IN ACTION 35 SECTOR SPECIFIC ENGAGE

Outdoor Recreation.

GET THE FEELING Get up close and enjoy the real experience. Get the feeling at Morecambe Bay.

EXPLOREMORECAMBEBAY.ORG.UK

PART THREE: THE BRAND IN ACTION 36 SECTOR SPECIFIC PRODUCT & OPERATOR SPECIFIC

The third tier of marketing opens up the Brand even further. Its inherent flexibility means that it can be used as easily by individual operators, as it can be for sectors with a greater niche offer.

PART THREE: THE BRAND IN ACTION 37 PRODUCT & OPERATOR SPECIFIC FOOD & DRINK LEAFLET

TASTE NATURE’S AMPHITHEATRE OYSTERCATCHER RESTAURANT

Taste the best of Morecambe Bay with our award winning À La Carte menu and stylish contemporary cuisine.

MORECAMBE BAY, LANCASHIRE. 01524 123123.

EXPLOREMORECAMBEBAY.ORG.UK

PART THREE: THE BRAND IN ACTION 38 PRODUCT & OPERATOR SPECIFIC ACTIVITY LEAFLET

GET THE FEELING CROSS BAY WALKS IN MORECAMBE BAY

Completing the challenge of a Cross Bay Walk is a much-loved achievement for all visitors to Morecambe Bay. Join the Queen’s Guide to the Sands Cedric Robinson throughout the summer.

MORECAMBE BAY VISITOR INFORMATION, OLD STATION BUILDINGS, MARINE ROAD CENTRAL, MORECAMBE, LA4 4DB. 01524 582808. [email protected]

EXPLOREMORECAMBEBAY.ORG.UK

PART THREE: THE BRAND IN ACTION 39 PRODUCT & OPERATOR SPECIFIC ONLINE & SOCIAL MEDIA

Here’s some examples of how the Morecambe Bay Brand might look Online and for Social Media, with imagery of the Bay taking centre stage.

PART THREE: THE BRAND IN ACTION 40 ONLINE & SOCIAL MEDIA ONLINE

THINGS TO DO WHERE TO STAY TOWNS & VILLAGES FOOD & DRINK MAPS ESSENTIAL INFO

WELCOME TO NATURE’S AMPHITHEATRE

WELCOME BOOK YOUR STAY

When are you visiting

Meet the King of Piel Island, 16 / 07 / 2014 or the Queen’s Guide to the ACCOMMODATION Sands. Discover an astounding How many nights? haven of wildlife and birds, or Victorian towns and How many people? Art Deco glamour.

FOOD & DRINK

@MorecambeBayUK

Top tip: it’s the perfect day for kite surfing, head to Walney Island for an adrenaline rush! #morecambebay

PART THREE: THE BRAND IN ACTION 41 ONLINE & SOCIAL MEDIA SOCIAL MEDIA

Explore Morecambe Bay

Explore Morecambe Bay @morecambebayuk

Top tip: it’s the perfect day for kite surfing, head to Walney Island for an adrenaline rush! #morecambebay 2015

PART THREE: THE BRAND IN ACTION 42 ONLINE & SOCIAL MEDIA GUIDELINES SUMMARY

And finally, here’s a quick overview and summary of the Morecambe Bay Brand as a handy reference.

All are freely available to copy, paste and download from the Brand Toolkit. See marketinglancashire.com/morecambebaybrand or cumbriatourism.org./morecambebaybrand.

MORECAMBE BAY GUIDELINES 43 GUIDELINES SUMMARY LOGO & ICON

The minimum size for the logo is 25mm wide. Use the circle of the icon to measure the exclusion zone (this should be equal on all sides).

COLOUR PALETTE

TYPOGRAPHY

Use Caviar Dreams for headlines and Nexa for body copy.

CAVIAR DREAMS NEXA

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789

MORECAMBE BAY GUIDELINES 44 GUIDELINES SUMMARY EMOTIVE HEADLINES

EXPAND YOUR HORIZONS Be inspired by natural beauty. Be inspired by Morecambe Bay

WELCOME TO NATURE’S AMPHITHEATRE

EXPLOREMORECAMBEBAY.ORG.UK EXPLOREMORECAMBEBAY.ORG.UK

SAMPLE COPY

WELCOME TO NATURE’S AMPHITHEATRE

Meet the King of Piel Island, or the Queen’s Guide to the Watch wading birds calling, seals playing, and kite-sails Sands. Discover an astounding haven of wildlife and birds, flying, or just sit back and enjoy the shrimps. or Victorian towns and Art Deco glamour. Explore spectacular beauty in this breath-taking Cross the Bay on foot, stroll along the prom or explore the kaleidoscope of water, light, sea and sky. Explore nature’s coastline on wheels. Uncover ancient sites and seafaring amphitheatre. Explore Morecambe Bay. traditions, or spellbinding views with sunsets that set the sea alight.

ONLINE & SOCIAL MEDIA

THINGS TO DO WHERE TO STAY TOWNS & VILLAGES FOOD & DRINK MAPS ESSENTIAL INFO

Explore Morecambe Bay

Explore Morecambe Bay EXPLORE NATURE’S AMPHITHEATRE @morecambebayuk

Top tip: it’s the perfect day for kite surfing, head to Walney Island for an adrenaline rush!

WELCOME BOOK YOUR STAY #morecambebay When are you visiting 2015 Meet the King of Piel Island, 16 / 07 / 2014 or the Queen’s Guide to the ACCOMMODATION Sands. Discover an astounding How many nights? haven of wildlife and birds, or Victorian towns and How many people? Art Deco glamour.

FOOD & DRINK

@morecambebayuk

Top tip: it’s the perfect day for kite surfing, head to Walney Island for an adrenaline rush! #morecambebay

MORECAMBE BAY GUIDELINES 45 GUIDELINES SUMMARY IMAGE CREDITS

P30 Sunset across the Bay, Jon Sparks P31 Oystercatchers, Ben Hall P33 Mud Dipping, Dan Tierney P34 Birkrigg Stone Circle, Jon Sparks P35 Morecambe Promenade, Jon Sparks P36 Kite Surfing, Andy Hockridge P38 Morecambe Bay Shrimps, Baxter’s of Morecambe P39 Cross Bay Walk, Jon Sparks

DEVELOPED & PRODUCED IN PARTNERSHIP BY

CACTUS CREATIVE

FUNDED & SUPPORTED BY

MORECAMBE BAY GUIDELINES 46 IMAGE CREDITS WWW.EXPLOREMORECAMBEBAY.ORG.UK