Our logo is the key visual element of our brand. It’s sometimes the only brand element that our audiences will encounter. If we’re going to introduce ourselves, let’s make sure we dress the part and use the right signature. The consistent application of our logo is the cornerstone of a strong visual identity.
Pine trees are often associated with the Intermountain Northwest. In addition, they represent nature, growth, might and resilience. Our simple, geometric pine tree is iconic, approachable and inviting. It alludes to our tagline, “creative by nature.”
The logotype is the primary and preferred version of our logo identity. The logotype consists of the pine tree and the word “Spokane.” The pine tree logo mark was designed to be fully integrated as the “a” in the Spokane logotype. The logotype should typically be used at least once on any given piece of branded collateral to establish the brand identity.
Once the full Spokane logotype has been used to establish the logo identity, then it’s okay to use the pine tree logo mark subsequently. The logo mark can be used independent of the primary logotype where the logotype does not work because of size or format restrictions, such as on social media.
We love the Spokane region and know that visitors will too. So, we created a secondary logo mark that can be implemented in interesting and fun ways throughout collateral materials. Using this mark adds and extra layer of warmth to the brand.
Graphically speaking, nothing represents love more powerfully than a heart -- except maybe two hearts. Our friendly double-heart icon is part of our family, being derived from the pine tree mark flipped upside-down. This secondary mark can pair with words highlighting the innumerable features and characteristics of the Spokane region that people love.
The secondary mark is generally used in a complementary role, in conjunction with the primary logotype. Exceptions to this rule might include situations where using both the logo and secondary mark in the same general space would be redundant or where the logotype does not work because of size or format restrictions (such as social media).
The same color rules apply when using the secondary mark as apply when using the primary logotype and mark.
Logo Clear Space and Size
To remain prominent and distinctive, the logotype and marks need clear space to breathe. No other graphic elements, background patterns, photography details, or copy that may divert attention should intrude into the clear space.
As a rule of thumb, the distance between the logo and communication and design elements is defined in relation to the pine tree mark.
Clear Space and Photography
The logo may be used over photography, provided there is adequate contrast. Place the logo over solid contrasting areas within photographs that do not compete with legibility. Avoid placing the logo over image areas that are busy or complex.
In order to ensure legibility and visual prominence, the logotype and mark should never appear smaller than the minimum size shown for print and digital applications.