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Brand Guidelines

This is a guide to the elements that make up the StayArlington brand. It includes sample executions that demonstrate how to bring our identity to life.

Logo

Primary Logo

This logo is the guiding post for the StayArlington brand. It is our primary logo for all communications.

Logo Examples

Clear Space

Always keep a standard amount of white space, measured by the height of the logo, around the outlined logo.

Improper Uses

1. Do not stretch or skew the logo.
2. Do not pull apart the logo.
3. Do not color the logo.
4. Do not rotate the logo.
5. Do not add elements to the logo.
6. Do not adjust letter spacing in the logo.
7. Do not outline the logo.
8. Do not add drop shadows to the logo.

Colors

Color has an enduring emotional appeal. StayArlington’s colors are vibrant and positive while bringing to mind the historic landmarks in the area. By pairing the colors consistently, you can harness our personality.

Arlington Grey
RGB 42 / 42 / 42
CMYK 71 / 64 / 64 / 66
HEX #2a2a2a

Arlington Red
RGB 243 / 14 / 36
CMYK 0 / 100 / 96 / 0
HEX #f30e24

Arlington Blue
RGB 0 / 99 / 181
CMYK 91 / 63 / 0 / 0
HEX #0063b5

Arlington Gold
RGB 281 / 204 / 136
CMYK 16 / 14 / 56 / 0
HEX #dacc88

Arlington Gold 2
RGB 230 / 226 / 170
CMYK 11 / 5 / 40 / 0
HEX #e6e2aa

Arlington Gold 3
RGB 235 / 231 / 189
CMYK 8 / 5 / 30 / 0
HEX #ebe7bd

Arlington Gold 4
RGB 241 / 239 / 209
CMYK 5 / 2 / 20 / 0
HEX #f1efd1

Arlington Gold 5
RGB 247 / 247 / 232
CMYK 2 / 1 / 9 / 0
HEX #f7f7e8

Typography

Brand Typefaces

Fonts express as much as words. They convey feeling, establishing a consistent and ownable visual language for StayArlington.

Adobe Caslon Regular is the headline font. Gill Sans is the font used for subheaders and body copy.

Headlines

Body Copy

Body Copy

Photography

Photography Style

All StayArlington messaging platforms use high-quality photos featuring the wide-ranging experiences Arlington has to offer. There are two general categories of photos used on web: professional photography and user-generated pictures. Professional photography includes commissioned photography, stock photos, and high-quality images supplied by partners.

User-Generated Photography

User-generated photography, auto-populated by CrowdRiff, is used as an opportunity to engage current and future guests of Arlington.

Language

Foundational Language

This language is the cornerstone of StayArlington communications. It provides the keywords for all language.

Tagline

National History. Local Flavor.

Brand Promise

The most authentic expression of the Arlington experience, our brand promise captures our personality and drives all messaging.

From gleaming skyscrapers overlooking the monuments of Washington, D.C., to tree-lined residential neighborhoods, Arlington, Virginia is an energizing mix of the historic and modern, the national and the local. Stunning memorials inspiring a sense of patriotism are steps from lively metropolitan scenes – al fresco diners sharing tapas, strolling families with dogs in tow, young professionals en route to rooftop cocktails, lovers of culture lured in by award-winning art and theater. Progress and openness are embraced, as is a global perspective rooted in the diversity of the Arlington community. Pedestrians rule, and are in good company with all who come to Arlington by air, train, car, bike or Metro. Warmly welcomed visitors will discover convenience and value in our vibrant neighborhoods, the perfect home base for their Washington, D.C. experience.

Brand Voice

Conversational + Upbeat
An integral location of national heritage and hub of innovation, Arlington’s got a story to tell, and we want to tell it.

Cosmopolitan + Authentic
Accessible to a global audience with distinct local personality. We avoid trendy buzzwords, but infuse colloquial language that captures our city’s personality.

Friendly + Informative
Like a proper host, our voice is conversational, warm and happy to help.

Messaging Points

Value + Convenience
Located right across the Potomac River, Arlington is the perfect base to experience Washington, D.C.

Nestled within Arlington’s 26 square miles are easy-access hotels and conference venues with rates averaging 20 percent lower than those in downtown Washington, D.C.

Family-Friendly (Including Furry Friends)
Arlington is a strollable urban destination for all walks of life – whether on two feet or four.

Choose Your Commute
Easily accessible by foot, bike, train or Metro – choose your own adventure in Arlington.

See the World in Arlington’s Vibrant Neighborhoods
Be drawn in by a nationally renowned public art collection.

Enjoy Tony Award®-winning theater and live performances.

Awe-Inspiring National History
Stunning memorial and monumental views offer snapshots of national history and inspire a sense of patriotism.

Global Culinary Experiences
Draw out an evening of laughs, stories, and plans for tomorrow over shared plates, a cocktail overlooking the nation’s capital or a new dish from around the world.

Warm, Open and Informed Local Culture
Arlington is the most educated city in the U.S. and has been ranked as a top city for young professionals.

It’s home to rocket scientists, entrepreneurs, diplomats and policy wonks.

Thank you.

Any questions or suggestions, please contact:

Scott Baker
sbaker@arlingtonva.us