B08_Solicitation_Attachment_C_CHBA_Branding_Standards.pdf

Chesapeake Gateways Wordmark and Branding Standards May 2025

2 NPS Chesapeake - Direct May 2025 NPS Chesapeake Gateways

Welcome to the Chesapeake Gateways Wordmark and Branding Standards, a comprehensive guide designed to ensure consistency, professionalism, and impact across all branding applications. This document serves as a resource for understanding and implementing the visual elements that represent the Chesapeake Gateways Network within the National Park Service (NPS) system.

Inside, you will find detailed instructions on the proper use of the Chesapeake Gateways wordmark, color palettes, logo lockups, and other branding components. Each section is carefully crafted to provide clarity and guidance, allowing our partners and team members to maintain the integrity of our identity while adapting to a variety of design contexts.

By adhering to the guidelines outlined in this document, we collectively ensure that the Chesapeake Gateways branding remains cohesive and impactful, reinforcing its significance as a gateway to the landscapes, waterways, and heritage sites within the Chesapeake region.

As you utilize the elements within this guide, it is imperative to consult the Visual Information Specialist before finalizing any projects. Their expertise will help ensure that all branding materials meet our high standards of quality and alignment, resulting in professional and effective communication products.

We appreciate your commitment to these standards and look forward to seeing the exceptional work that arises from using this guide.

Introduction to Chesapeake Gateways Wordmark and Branding Standards

3 NPS Chesapeake Gateways May 2025

Main Colors These deeper colors are all based on NPS tones and reflect elements of the land and the heritage of the park system.

Accent Colors Use these colors for backgrounds and elements in projects where you want certain information to standout for the viewer.

They represent Sky, Water, and Sun.

Hex: 0c355c

RGB: R12 G54 B93

CMYK: C100 M80 Y33 K33

PMS: 2955c

Hex: 29abe2

RGB: R41 G171 B226

CMYK: C70 M15 Y0 K0

PMS: 112-7C

Hex: ade2df

RGB: R173 G226 B223

CMYK: C30 M0 Y14 K0

PMS: 11-9C

Hex: ffb538

RGB: R255 G181 B56

CMYK: C0 M33 Y88 K0

PMS: 14-7C

Hex: 0d6c28

RGB: R13 G108 B40

CMYK: C88 M62 Y100 K24

PMS: 141-7C

Hex: e5d2ab

RGB: R229 G210 B171

CMYK: C10 M14 Y35 K0

PMS: 12-2C

Hex: b95b26

RGB: R185 G91 B38

CMYK: C19 M73 Y100 K11

PMS: 31-15C

Chesapeake Gateways Color Palette:

4 NPS Chesapeake Gateways May 2025

This color palette pays homage to the full-color NPS Arrowhead while acknowledging the Chesapeake Bay watershed, waterways, and points of access.

Use Primary colors to represent the overall brand.

Use Accent colors to trigger actions by viewers, employing these colors sparingly, they stand out and lead viewers to Calls To Actions in any medium.

Primary Color Palette

Accent Colors

5 NPS Chesapeake Gateways May 2025

Chesapeake Gateways Blue serves as the primary color in our palette and is the only approved variation for the NPS Arrowhead.

When working with positive and reverse logo versions, ensure that the correct Arrowhead and Gateways logo are consistently matched for proper alignment and branding integrity.

Blue Postive Arrowhead

Black Postive Arrowhead

Black Reverse Arrowhead

Blue Postive Arrowhead & Gateways Lockup

Black Postive Arrowhead & Gateways Lockup

Black Reverse Arrowhead & Gateways Lockup

Arrowhead and Wordmark Color Standards

NPS-CHBA-General > Documents > CVE > Visual Information > Branding> NPS Chesapeake Gateways

Find All Branding here:

https://doimspp.sharepoint.com/:f:/r/sites/doi-NPS-CHBA-General/Shared%20Documents/CVE/Visual%20Information/Branding/NPS%20Chesapeake%20Gateways?csf=1&web=1&e=SmtPPI

6 NPS Chesapeake Gateways May 2025

This mark has been selected to represent the diverse array of places and connections encompassed within the Chesapeake Gateways Network.

The design emphasizes the word “Gateways,” inviting the public to explore and experience the wonders of the region’s landscapes, waterways, and historic sites.

This presentation provides our partners with straightforward guidelines to effectively use this new asset and accurately represent the Chesapeake Gateways Network within the National Park Service system.

Primary Wordmark

7 NPS Chesapeake Gateways May 2025

The Chesapeake Gateways logo is available in multiple configurations to suit various applications.

Our primary logo lockup minimizes the word “Chesapeake,” reducing it to one-third the size of “Gateways” to emphasize accessibility and prominence.

In instances where the full name must appear on a single line, both “Chesapeake” and “Gateways” are displayed at the same size, weight, and spacing, while “Gateways” retains its distinctive letterform treatment, including the pathways within the A’s of the wordmark.

This logo may be used internally within the Chesapeake Gateways system when the addition of the NPS Arrowhead is not required for official branding purposes

Primary Wordmark

Primary Wordmark - Single Line

This example showcases the primary wordmark rendered in white against a darker background, ensuring visibility and contrast in various applications.

To accommodate different usage scenarios, the Chesapeake Gateways wordmark is available in the following approved variations:

• Black – Suitable for light backgrounds to maintain contrast and readability.

• White (Reversed) – Designed for dark backgrounds to preserve legibility and branding integrity.

• Chesapeake Gateways Blue – The official color variation, aligning with branding standards and maintaining consistency across materials.

These variations ensure flexibility while maintaining the integrity of the Chesapeake Gateways identity across different designs and formats.

Primary Wordmark - White

Primary Wordmark - White Single Line

NPS Chesapeake Gateways May 2025 8

9 NPS Chesapeake Gateways May 2025

Clear Space Ensure that the logo has a clearance space equal to at least the height of the “E” in “Chesapeake” for both the stacked and single-line versions.

This guarantees proper visibility and prevents crowding by surrounding elements.

Minimum Size For the stacked logo, avoid displaying it at a width smaller than 1.3” (94px).

For the single-line logo, ensure it is not represented at a width smaller than 3” (216px).

Minimum width 3” or 216px.Minimum width 1.3” or 216px.

Wordmark Relationships

10 NPS Chesapeake Gateways May 2025

The Arrowhead Lock-up is an internal reference for the distinct text-only typographic treatment of Chesapeake Gateways paired with the NPS Arrowhead in a single graphic element. This mark is specifically designed to represent NPS Chesapeake Gateways and its associated programs, initiatives, and work.

Arrowhead Lockup

Arrowhead Lockup - White

11 NPS Chesapeake Gateways May 2025

To ensure brand integrity, always use the provided lockups without altering their relationships, sizes, or proportions. The following alignment details are provided to verify accuracy and maintain consistency in future applications:

• The NPS Arrowhead must always be positioned to the left of the Chesapeake Gateways wordmark.

• Maintain spacing equal to the width of the Buffalo between the Arrowhead and the wordmark to ensure proper separation.

• The word ”Chesapeake” aligns precisely with the shoulder of the Arrowhead.

• The top of “Gateways” is proportionally sized and aligned to meet the peak of the mountain in the Arrowhead, while its base aligns with the ear of the bison.

• Maintain minimum clear space around the logo equal to at least half the width of the Arrowhead, ensuring proper visibility and preventing overcrowding.

Adhering to these standards will preserve the intended visual hierarchy and maintain consistency across all Chesapeake Gateways branding applications.

N PS Trad em ark3.9

N atio n al Park Service B ran d

Id en tity Stan d ard s

| revised Feb

. 14, 2023

Th e A rro w h ead

Sp ecifi catio n s live area live area

T he fixed distance or live area around the A rrow head is equal to the w idth of the bison from cape to tail at 100% and should be kept free of other elem ents of any kind. T he distance is calculated by fitting the bison’s head into the notch of the right side of the tradem ark. T his offers a m ore pleasing visual alignm ent to anything placed next to the A rrow head since the full w idth of the bison presents too far a gap betw een elem ents. T his distance increases or decreases proportionally w hen scaled larger or sm aller.

In practice, the realities of certain design constraints like type of m edia and size of com position m ay require encroachm ent into the live area. For these instances, m ake sure other design elem ents are not placed directly against the outer contour of the A rrow head.

Fix e d

D ista n ce s a n d S ca le

Th e live area rem ain s p ro p o rtio n al in all d irectio n s as th e m ark is scaled larg er o r sm aller.

N PS Trad em ark3.9

N atio n al Park Service B ran d

Id en tity Stan d ard s

| revised Feb

. 14, 2023

Th e A rro w h ead

Sp ecifi catio n s live area live area

T he fixed distance or live area around the A rrow head is equal to the w idth of the bison from cape to tail at 100% and should be kept free of other elem ents of any kind. T he distance is calculated by fitting the bison’s head into the notch of the right side of the tradem ark. T his offers a m ore pleasing visual alignm ent to anything placed next to the A rrow head since the full w idth of the bison presents too far a gap betw een elem ents. T his distance increases or decreases proportionally w hen scaled larger or sm aller.

In practice, the realities of certain design constraints like type of m edia and size of com position m ay require encroachm ent into the live area. For these instances, m ake sure other design elem ents are not placed directly against the outer contour of the A rrow head.

Fix e d

D ista n ce s a n d S ain s p ro p o rtio n al in all d irectio n s as th r sm aller.

N PS Trad em ark3.9

N atio n al Park Service B ran d

Id en tity Stan d ard s

| revised Feb

. 14, 2023

Th e A rro w h ead

Sp ecifi catio n s live area live area

T he fixed distance or live area around the A rrow head is equal to the w idth of the bison from cape to tail at 100% and should be kept free of other elem ents of any kind. T he distance is calculated by fitting the bison’s head into the notch of the right side of the tradem ark. T his offers a m ore pleasing visual alignm ent to anything placed next to the A rrow head since the full w idth of the bison presents too far a gap betw een elem ents. T his distance increases or decreases proportionally w hen scaled larger or sm aller.

In practice, the realities of certain design constraints like type of m edia and size of com position m ay require encroachm ent into the live area. For these instances, m ake sure other design elem ents are not placed directly against the outer contour of the A rrow head.

Fix e d

D ista n ce s a n d S ain s p ro p o rtio n al in all d irectio n s as th r sm aller. Arrowhead Lockup Relationships

12 NPS Chesapeake Gateways May 2025

Horizontal Version

Use the horizontal configuration when space calls for a long and nar-row application, such as for printed banners or digital mastheads.

Stacked and Single Line Lockups

Stacked Version

Use the stacked configuration when space necessitates a **square or ver-tically-oriented application**, such as for social media badges or other compact designs.

13 NPS Chesapeake Gateways May 2025

To ensure brand integrity, please use the provided lockups without altering the relationships, sizes, or proportions of individual elements. The following alignment details are provided to maintain consistency in all applications:

• In the square or vertical version of the lockup, the NPS Arrowhead is positioned top and center relative to the Chesapeake Gateways wordmark. Ensure there is spacing equal to the width of the Bison between the Arrowhead and the wordmark for proper separation and alignment.

• Maintain clear space around the logo,-top, bottom, and sides-that is equal to or greater than half the width of the Arrowhead. This prevents overcrowding and ensures visual prominence.

• Avoid reproducing the logo at a size smaller than 1.3” in width (or 216px) to preserve readability and branding integrity.

Following these guidelines will ensure consistency and accuracy in representing the Chesapeake Gateways brand.

Minimum width 1.3” or 216px.

NPS Trademark

3.9 National Park Service Brand Identity Standards| revised Feb. 14, 2023

The Arrowhead—Specifications live area live area

The fixed distance or live area around the Arrowhead is equal to the width of the bison from cape to tail at 100% and should be kept free of other elements of any kind. The distance is calculated by fitting the bison’s head into the notch of the right side of the trademark. This offers a more pleasing visual alignment to anything placed next to the Arrowhead since the full width of the bison presents too far a gap between elements. This distance increases or decreases proportionally when scaled larger or smaller.

In practice, the realities of certain design constraints like type of media and size of composition may require encroachment into the live area. For these instances, make sure other design elements are not placed directly against the outer contour of the Arrowhead.

Fixed Distances and Scale

The live area remains proportional in all directions as the mark is scaled larger or smaller.

N PS Trad em ark3.9

N atio n al Park Service B ran d

Id en tity Stan d ard s

| revised Feb

. 14, 2023

Th e A rro w h ead

Sp ecifi catio n s live area live area

T he fixed distance or live area around the A rrow head is equal to the w idth of the bison from cape to tail at 100% and should be kept free of other elem ents of any kind. T he distance is calculated by fitting the bison’s head into the notch of the right side of the tradem ark. T his offers a m ore pleasing visual alignm ent to anything placed next to the A rrow head since the full w idth of the bison presents too far a gap betw een elem ents. T his distance increases or decreases proportionally w hen scaled larger or sm aller.

In practice, the realities of certain design constraints like type of m edia and size of com position m ay require encroachm ent into the live area. For these instances, m ake sure other design elem ents are not placed directly against the outer contour of the A rrow head.

Fix e d

D ista n ce s a n d S ain s p ro p o rtio n al in all d irectio n s as th r sm aller.

Arrowhead Lockup Relationships: Stacked

14 NPS Chesapeake Gateways May 2025

These single-line executions are designed for use in applications where space demands either a horizontal, square, or vertical layout, providing versatility while preserving the integrity of the branding.

Clear Space Maintain clear space on all sides (top, bottom, left, and right) that is equal to or greater than half the width of the Arrowhead logo to ensure proper visibility and avoid crowding by surrounding elements.

Minimum Size Avoid reproducing the logo at widths smaller than 3.25” (or 234px) to ensure readability and branding consistency.

These guidelines ensure that the Arrowhead Lockup remains visually impactful and accurately represents the partnership in all applications.

Minimum width 3.25” or 234px.

Arrowhead Lockup Relationships: Single Line

15 NPS Chesapeake Gateways May 2025

Wordmark-Eyebrow

The Wordmark-Eyebrow is a streamlined branding solution that unites the Chesapeake Gateways Wordmark, the National Park Service (NPS) Eyebrow, and either the Chesapeake Gateways URL or one of the 10 place identifiers.

This configuration is designed to represent the Chesapeake Gateways Network, the National Park Service, and a specific places in a cohesive and professional manner. It offers a flexible branding option for use in internal communications, partner outreach, and other promotional materials.

Available with all 10 official place identifiers or the standard Chesapeake Gateways URL.

Incorrect Usage

NPS Chesapeake Gateways May 2025 16

Preserving the consistency and integrity of the wordmarks and arrowhead lock-ups are essential to maintaining their impact and professionalism.

Below are examples of misuses to avoid when working with them:

• Do NOT integrate the logo into text or use it as part of a sentence. This diminishes the logo’s standalone significance and compromises its visual identity.

• Do NOT adjust the logo’s opacity under any circumstance. The logo should always retain its full opacity to ensure clarity and visibility.

maintain contrast.

» Only place it on simple or abstract areas of the photo to avoid visual clutter and distortion.

Adhering to these guidelines ensures the brand remains consistent, professional, and impactful across all applications.

Do NOT stretch or distort the logos

Do NOT add effects like shadows, dimensions, and gradients

Do NOT use the logos on a colorful or busy background

Do NOT rotate the logos

17 NPS Chesapeake - Direct May 2025

These templates are designed to provide consistent and professional formatting for various communication materials. The templates are editable in Microsoft Publisher, and users should download the files to their OneDrive before working on them. Available options include templates for 8.5” x 11” flyers, 8.5” x 14” posters, 11” x 17” posters, and 8.5” x 14” site bulletins.

Printing considerations are an integral part of template usage. These templates are designed without bleeds, resulting in a white border around the paper when printed. They are optimized for office printers and are not intended for full-bleed or professional printing.

To ensure ease of use, there are specific design limitations to keep in mind. The black bar element is a single image and cannot be manipulated, while all other design elements are moveable. Care should be taken during the design process to prevent unintended adjustments. Light gray boxes serve as image placeholders. These placeholders may be removed entirely if no images are required.

The templates originate from HFC’s InDesign files, with fonts and font sizes carefully chosen to prioritize accessibility and readability for all users. To maintain consistency and meet standards, any work completed using these templates must be reviewed and approved by the Visual Information Specialist before finalization.

Publications Templates

8.5” x 14” site bulletin

11” x 17” poster

8.5” x 14” poster

8.5” x 11” flyer

NPS-CHBA-General > Documents > CVE > Visual Information > Publications > Publications Templates

Find the templates here:

Read Me https://doimspp.sharepoint.com/:f:/r/sites/doi-NPS-CHBA-General/Shared%20Documents/CVE/Visual%20Information/Publications/Publications%20Templates?csf=1&web=1&e=l8N2Zh

Partner Logo Options

May 2025 18

19 NPS Chesapeake - Direct May 2025

These logos represent the ten official identifiers established in the 2025 Updated Framework for the Chesapeake Gateways Network.

Use of these logos is granted to partners upon completion of a formal agreement, which determines the appropriate identifier based on their official relationship with the network.

Each logo serves to accurately represent a partner’s affiliation with the network or the work accomplished through its support.

Chesapeake Gateways Partner Options

Network Community

Public Water Access Site

Network Byway

Network Site

Network Experience

Network LandscapeNetwork Heritage Area

Network Water Trail

Programmatic Partner

Network Trail

Partner Arrowhead Lock-up

20 NPS Chesapeake - Direct May 2025

Network Site

Network Trail

Network CommunityNetwork Byway

Public Water Access SiteNetwork Water Trail

Network Landscape

Programmatic Partner

These logos represent the ten official identifiers established in the 2025 Updated Framework for the Chesapeake Gateways Network.

Use of these logos is granted to partners upon completion of a formal agreement, which determines the appropriate identifier based on their official relationship with the network.

Each logo serves to accurately represent a partner’s affiliation with the network or the work accomplished through its support.

Chesapeake Gateways Partner Options

Network Heritage Area

Partner Wordmark-Eyebrow

21 NPS Chesapeake - Direct May 2025

Version Inventory

Full Inventory of Variations

Network Site Network SiteNetwork Site Network Site

Network Site