251008-ClearCreekTrail-BrandBook.pdf
PDF 10 MB Posted
- Attached to
- Wayfinding Signage for Clear Creek Trail
- Solicitation number
- 26-39
- Issued by
- Jefferson County, Weston CDP, Colorado
About this file
This is a brand book document prepared for the Clear Creek Trail, a multi-jurisdictional project spanning Colorado involving four counties, eleven cities and towns, three recreational districts, and a state wildlife area. The project establishes a unified visual identity and brand strategy for a 65-mile multi-use trail system that extends from the continental divide headwaters to the South Platte River in the Denver metropolitan region. The trail traverses Jefferson County, Clear Creek County, Denver, Adams County, and includes the City of Golden and City of Wheat Ridge. The brand book documents the development of a comprehensive identity system including primary and alternative logos, a logomark, and a structured visual language designed to unify the trail under a single name and identity across jurisdictions that previously identified it by various names such as the Clear Creek Trail, Clear Creek County Greenway, Clear Creek Canyon Trail, and Wheat Ridge Greenbelt.
The brand strategy presented in the document emphasizes a visual identity that abstracts the trail's topography, hydrology, and movement into a cohesive symbol representing the journey from peaks to plains. The design employs a fluid yet structured aesthetic that balances heritage with modernity, incorporating standard and inverse logo applications. The identity system is positioned to serve as the foundation for wayfinding signage and related materials across the multi-jurisdictional trail corridor. This branding initiative addresses the historical challenge of trail discontinuity and unclear navigation resulting from the lack of consistent signage and the absence of unified identification across the four counties and multiple municipalities the trail traverses.
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BRAND BOOK 2025
THE VISION
To become the most recognizable and rewarding trail system in the entire region.
The Clear Creek Trail is an inspiring and accessible multi-use path that flows from the headwaters of the continental divide to the plains of the South Platte River.
THE DESCRIPTION
Serving nearly three million residents and countless visitors, this 65 mile trail is the quintessential Colorado experience. It follows Clear Creek in a 1 mile drop in elevation as it traverses majestic mountains, dramatic canyons, picturesque cities, and golden prairies. The trail provides safe and equitable access to nature while transporting visitors to some of Colorado’s most spectacular natural environments. Open to pedestrians, commuters, and avid adventurers, the trail offers a unified and exceptionally well executed experience that makes it easy to find, navigate, and enjoy. All while encouraging physical activity, promoting positive outdoor stewardship, and celebrating the beautiful landscapes that
THE EXPERIENCE
THE TAGLINE
From Peaks to Plains
BRAND STRATEGY CLEAR CREEK TRAIL
PRIMARY LOGO
PRIMARY ALTERNATIVES
LOGOMARK
LOGO SYSTEM
This brand distills the landscapes shaped by Clear Creek into a bold, iconographic form. Inspired by the river’s journey—from alpine headwaters to prairie confluence—the design abstracts topography, hydrology, and movement into a visual language of distilled symbols.
With a structured yet fluid aesthetic, the brand balances heritage and modernity. The result is an identity that feels both rooted and dynamic — capturing the essence of Clear Creek’s ever-evolving path.
FLUID IN NATURE
STANDARD INVERSE
CLEAR CREEK TRAILIDENTITY SYSTEM
SECONDARY
>1” <1”
Minimum 8 pt font size (.1”)
From Peaks to Plains
COLORADO
GREEN
SERVICE
BROWN
WHITE
#5C7E51
R G B
C M Y K
65% 25% 75% 25%
#5a413b
R G B
C M Y K
50% 65% 65% 45%
#FFFFFF
R G B
C M Y K
0% 0% 0% 0%
LEGACY
BLUE
AUTUMN
OCHRE
#468ba2
R G B
C M Y K
75% 35% 35% 00%
#ab843e
R G B
C M Y K
15% 35% 80% 25%
THE COLOR SYSTEM
CLEAR CREEK TRAILIDENTITY SYSTEM
From Peaks to Plains
PRIMARY + DISPLAY
SECONDARY
Avenir Next LT Pro : Demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Ultra Light
Regular
Medium
Aa
Aa
Aa
TYPOGRAPHY SYSTEM
Avenir Next Pro Family
Avenir Pro was chosen as the primary typeface for the Clear Creek Trail brand. It was selected based on the large array of styles available and humanist touches while still being a clean and concise sans-serif.
Bold
Heavy
Aa
Aa
These examples demonstrate how the brand comes to life in a digital context.
Type elements can present as optional focal points, while the color palette and use of simple rounded shapes help to maintains visual consistency. Photography focuses on natural beauty and a welcoming, active community — capturing the trail’s spirit of accessibility.
CLEAR CREEK TRAILIDENTITY SYSTEM
ClearCreekTrail
From Peaks to Plains.
ClearCreekTrail
ClearCreekTrail
Clear Creek Trail
10:00
Good boys welcome.
These examples show the potential for merchandise to strengthen brand identity and foster a sense of belonging—turning the Clear Creek Trail into a shared emblem of local pride. From stickers and patches to trail gear and apparel, each item uses the brand identity to connect with an active audience.
Compete in the only race that shows the full Colorado experience...
Inaugural CCT Invitational
June 1st-3rd Prizes sponsored by Summit Outfitters
CLEAR CREEK TRAILACTIVATIONS
If there are questions or additional file needs beyond those provided, please reach out to our branding team.
norris-design.com
THIS BRAND BOOK IS THE RESULT OF A COLLABORATIVE EFFORT BETWEEN
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