THE BARK FIRM
VALLEY VIEW AND HEADWATERS' CORPORATE DESIGN GUIDELINES
These guidelines describe the visual and verbal elements that represent Valley View and Headwaters' corporate identity. This includes our name, logo and other elements such as colors and type.
Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company.
These guidelines reflect Valley View and Headwaters' brands, including the logo, name, colors and identifying elements, are valuable company assets.
Each of us is responsible for protecting the companies' interests by preventing unauthorized or incorrect use of Valley View and Headwaters' name and marks.
LOGO INTRODUCTION
Available formats in .eps, .ai, .jpg, .pdf and .png file download is .zip file.
Our Logo is the key building block of our identity, the primary visual element that identifies us. The logo has a fixed orientation that should never be changed in any way. The logo features versions with the approved use of the brand colors. Under the main Valley View brand umbrella are four other brands. Rodeo, Steakhouse, Trucking, and Headwaters. The brand is built to scale and encompass all the entities under the Valley View brand thus giving the overall brand more presence and name recognition.
Corporate Typography
Neue Aachen Pro Regular
Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Design. We have selected Neue Aachen Pro, which is clean, easy to read, contemporary western, and professional for Valley View and Headwaters' communications as the primary corporate typeface.
Impressed by the quality of the Aachen typeface that was originally designed for Letraset in 1969 and extended to include Aachen Medium in 1977, Jim Wasco of Monotype Imaging has extended this robust display design to create an entire family. The incorporated geometrical elements, such as right angles and straight lines, provide the slender letters of Aachen with a slightly technological, stencil-like quality. Despite this, the effect of Aachen is by no means static; its dynamism means that this typeface, originally designed for use in headlines, has come to be used with particular frequency in sport- and fitnessrelated contexts. Jim Wasco, for many years a type designer at Monotype Imaging, recognized the potential of Aachen and decided to extend the typeface to create an entire typeface family.
Valley View Primary Color System
Explanation:
Valley View has 4 official colors:
Ranch Rust
Dust
Burlap
Rich Brown
Usage:
Use them as the dominant color palette for all internal and external visual presentations of the company.
Inverse colors on Ranch Rust and Rich Brown work with the other colors.
These are used in conjunction to create contrast and emphasis elements of the brand in the design.
Ranch Rust
CMYK: C012 M077 Y087 K002
RGB: R212 G92 B56
Web: #d45c38
Burlap
CMYK: C004 M005 Y006 K000
RGB: R042 G036 B033
Web: #f2ece9
Dust
CMYK: C014 M017 Y091 K000
RGB: R218 G204 B193
Web: #daccc1
Rich Brown
CMYK: C061 M063 Y066 K056
RGB: R064 G055 B050
Web: #403732
Headwaters Primary Color System
Explanation:
Headwaters has 3 official colors:
Angus Black
Stark White
Desert Sand
Usage:
Use them as the dominant color palette for all internal and external visual presentations of the company.
These are used in conjunction to create contrast and emphasis elements of the brand in the design.
Angus Black
CMYK: C075 M067 Y067 K090
RGB: R000 G000 B000
Web: #000000
Stark White
CMYK: C000 M000 Y000 K000
RGB: R255 G255 B255
Web: #ffffff
Desert Sand
CMYK: C013 M016 Y020 K000
RGB: R220 G207 B196
Web: #dacfc5