Azienda per il Turismo Dolomiti Paganella
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01. OUR NARRATIVE

A PLACE THAT RESONATES WITH YOU

When you arrive in Dolomiti Paganella, you find yourself in a place utterly defined by the mountains.  The steep, vertical surfaces and rugged nature are part and parcel of life here, and have made it both  difficult and exhilarating at times.  

You see it immediately in the towns built by our forebears. The swirling slanted main streets and  crooked, sloping house foundations reveal that you’re in a place where man can never truly bend  nature to his will, try as he might. And you need only gaze up at the Brenta Dolomites cutting through  the skies like gray, jagged spearheads, at the majestic peak of Cima Paganella, or at the shimmer of the  Lago di Molveno - a mirror of the mountains - to see why he wouldn’t want to. 

And, perhaps most of all, you see it in how people have built their lives here in the mountains, where  there is never a straight line from point A to B. 

Our closeness to the mountains – truly immovable, uncompromising fixtures – and the isolation of  those who lived here in pre-modern times knit our community closer together. Our ancestors  transformed a modest rural economy into a vibrant and resourceful community with its eyes firmly  fixed on the future. Instead of going the straightforward route, and expanding the agricultural  economy, many of them became alpinists, mountain guides and entrepreneurs. They dreamt up new  ideas, collaborated and innovated so others could experience nature first-hand, while still keeping one  foot firmly planted in our traditions and humble beginnings, and taking care to leave as few footprints  as possible. This perpetual dance between innovation and tradition still inspires and guides us to this  day. 

Therefore, we have a sense of gratitude and respect for the place we call home, and the heritage that  shaped it. It’s also why the word community has a stronger, more literal meaning here: So much of what  goes on here is driven by families who built their livelihoods and businesses from scratch. In fact,  you’ll meet many of them today, four or even five generations down the road. Many of the people who  grow, cook and serve our food, run our hotels, or guide visitors into the mountains do it not just to  earn a living wage, but because, quite straightforwardly, it’s a way of life for them. 

To us, the mountains are equal parts lifeblood and lifestyle. The mountains can even be life threatening if you don’t respect them, or forget where you are. That’s true for us, and it’s true for the  other species we share this space with. Above all, they can be transformative, fostering an  appreciation and sense of stewardship for the nature we humans are fortunate to inhabit - not just  here, but everywhere.

02. our design

logo

The Pine Tree

Wood has played an important role for the building of the Paganella community before the focus on turism. And when experiencing nature in the Paga-nella area, trees still play a significant role. Thus a pine tree is part of the Visit Paganella logo as a tribute to the heritage of the area.

Logo primario

Istitutional Logo
The master logo is the official logo for Visit Paganella as an organisation.

Logo secondario

Community Logo
The stamp logo is used when Visit Paganella is the sender of content aimed directly at tourists. This logo is inspired from the stamps hikers can collect at the refugios – a way of collecting souvenirs when explor-ing nature.

 
LBL_LOGO_APPLICATIONS
LBL_LOGO_APPLICATIONS

Logo colors
The logos are used in a pine green or white version. Make sure there is a high contrast between the logo and the background: Green logo on white or very light colors - white logo on dark colors.

Download all the logos

SOCIAL MEDIA

Logo for social media

The tree alone is used for SoMe profile pictures. Please be aware that the tree in the stamp version of the logo is wider than in the classic logo. Only use the wide version as a stand alone graphic element.

Logo for social media

Co Branding

The Trentino logo must always be present on printet materials from Visit Paganella. Originally the Trentino logo is colored, but when used with the Visit Paganella identity, it is always white or black. Read more about the Trentino logo here: www.marchiotrentino.it

Logo Trentino Co branding

placement of logos

The Trentino logo is always placed in the upper right corner.

The Visit Paganella master logo is aligned left or right in a corner (except for the upper right corner).

The Visit Paganella stamp logo may be placed in a more playful way.

Brand placement
Brand placement
Brand placement
Brand placement

typography

Typography
Typography

Visit Paganella has two typefaces, Mike Sans and Rubik.

The typeface used in the logo is “Mike Sans”. It is condensed with slightly rounded corners and a square body, and the horizontal stroke in the letter A is lowered. With these features it captures some of the same charac- teristics as found in sign lettering in the area both now and in the past.

Mike Sans serves as a display font for headlines and shorter amounts of text in large formats. The Google font Rubik is a working horse of a typography for small font sizes and larger amounts of text. It has slightly rounded corners but is wider than Mike Sans and has a good readability in small sizes.

Typography

Mike Sans
Use only for headlines and shorter amounts of text in large formats. Only use Mike Sans regular - primarily in upper case. Recommended line spacing: the same or a little less than the value of the font size.

Recommended letter spacing: a value between 10 and 20. Contact Visit Paganella if you need the font Mike Sans.

Typography

Colors

The colors are inspired by the Paganella area.

Primary Colors

Pine green
RGB 0 59 37
HEX #003B25
CMYK 90 25 80 70
Pantone 3435 C
Enrosadira
RGB 245 132 102
HEX #F58466
CMYK 0 60 60 0
Pantone 164 C
White
RGB 255 255 255
HEX #ffffff

Secondary Colors

Dark Lake
RGB 0 111 98
HEX #006F62
CMYK 85 12 53 39
Canvas green
RGB 121 179 156
HEX #79B39C
CMYK 55 13 45 0
Dark stone
RGB 134 103 97
HEX #866761
CMYK 50 60 58 11
Stone wall
RGB 215 198 192
HEX #d6c4bf
CMYK 15 20 20 0
Sky
RGB 67 120 181
HEX #4378B5
CMYK 77 49 4 0
Misty light green
RGB 231 239 193
HEX #E7EFC1
CMYK 10 0 30 0
Red wine
RGB 137 0 35
HEX #89002D
CMYK 29 100 75 31
Red pelargonia
RGB 240 83 81
HEX #F05351
CMYK 0 83 66 0

Shades of "pine green"

RGB 196 207 199
HEX #c4cfc7
CMYK 25%
RGB 217 224 219
HEX #d9e0db
CMYK 15%
RGB 229 235 232
HEX #e5ebe8
CMYK 10%

graphic elements

Graphic elements

The skyline of Cima Paganella is a significant part of the view everywhere in the area. But the view - and thus the shape - varies from place to place. The different outlines of the mountain can be used as graphic elements - one at the time. Furthermore, the outlines can be seen as trails.

Graphic elements
Graphic elements
Download the graphics element

Style of photography

Authenticity is key to the new style of photography. 
People become protagonists told in their daily activities and also behind the scenes.

layout example

Layout examples
Layout examples
Layout examples
Layout examples
Layout examples
Layout examples
Layout examples
Layout examples
Layout examples
Layout examples
Layout examples
Layout examples

sub brands

Azienda per il Turismo Dolomiti Paganella

the new visual identity

The consortiums are subbrands of the part Visit Paganella brand. They share the same design guidelines when it comes to the overall idea of the design, the typography, image style and graphic elements.

Each consortium has their own logo which has a resemblance to the Visit Paganella stamp logo and is used in the same way.

The primary pine green color is shared by Visit Paganella and the consortiums. In addition to that, each consortium have their own colors. Visit Paganella uses a selection of the consortium colors as secondary colors.

Primary colors

Pine green
RGB 0 59 37
HEX #003B25
CMYK 90 25 80 70
Pantone 3435 C
Sub brand Andalo

Andalo

Download
Sub brand Fai della Paganella

Fai della Paganella

Download
Sub brand Molveno

Molveno

Download
Sub brand Cavedago

Cavedago

Download
Sub brand San Lorenzo Dorsino

San Lorenzo Dorsino

Download
Sub brand Spormaggiore

Spormaggiore

Download
Sub brand Rotaliana Königsberg

Rotaliana Königsberg

Download

03. our tone of voice

This is how we write in paganella

The payoff of the Paganella Future Lab project is “A story to be written together.” In the five years we have been collectively rethinking our destination and its future, we always knew that so much work would be meaningful and successful if, in the end, we could find the right words to tell the story of Paganella's villages, forests, peaks, and communities.

And to explain why spending a vacation or spending a piece of life with us can make something deep “resonate” in each and every one of you.

Authentic words that belong to us, because they are rooted in the values of the future we are building for our guests and for us. We searched for them together and put them to the test so that they would clearly reflect the content, tone and intentions of our communication.

We gave ourselves strict guidelines for writing on websites and social media with a single, consistent and recognizable voice. And we shared them with all operators: hotels, restaurants, stores, schools and sports facilities. Because we write the story together. One of the principles guiding Paganella brand communication is “We reveal the behind the scenes.” We reveal that of our words, sharing with everyone and everyone Telling Visit Paganella. Writing guidelines for operators. 30 pages of guidance and examples that also tell you quite a bit about us and our beautiful area.

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