Greenway
Design and
brand guidelines
A visual rulebook for the Greenway brand
Greenway
Table
of contents
1. Brand overview
2. Brand application
3. Clear space & minimum size
4. Social media
5. Typography & text hierarchy
6. Colours
7. Mockups
8. Signage
9. Map legend
10. Irish language
Brand
01 overview
The rationale behind the brand mark and associated
imagery.
The brand mark concept
Greenway imagery
Greenway guidelines
4
Definition of
a Greenway
A Greenway is a recreational or pedestrian corridor exclusively for non-
motorised journeys, developed in an integrated manner which enhances
both the environment and quality of life of the surrounding area. These
routes should meet satisfactory standards of width, gradient and surface
condition to ensure that they are both user-friendly and low-risk for users of
all abilities.
Greenway guidelines
5
The brand mark concept
The Green “Way”
This brand mark focuses on, in a visually exact sense, the passage through the block of green colour. The curvature
green ‘‘way’. The word ‘way’ is more symbolically powerful at the top represents the topography and variety of land
than any other trail or path word signifier. Way showers around the Greenway. It has been designed in such a fashion
are spiritually significant in many religions and the word that it works alongside the Blueway logo reflecting their
‘way’ has more idioms attached to it than almost any other similarities while also emphasising their differences.
word. This logo takes the ‘way’ and uses it to literally slice a
Greenway guidelines
6
Greenway
imagery
Moodboard
Visual representation of
the emotion and style the
brand reflects.
02 Brand application
The Greenway brand mark needs to be a strong representative of the brand
regardless of the circumstances of its usage. Here are guidelines for its use in
various backgrounds and places.
Greenway brand mark
Greenway naming conventions
Application on background
Greenway guidelines
8
Greenway brand mark Greenways Ireland brand mark
(for use within Ireland) (for use internationally)
Greenway guidelines
9
Greenway brand mark
Greenway guidelines
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Greenway logo types
Individual trail logo vs overarching logo Greenway trail logo
The identifying Greenway route name is an important part of the logo.
The name should be in Amsi Pro font.
Name of
In cases when collateral is multi-use, or represents entire brand, the the Greenway
overarching mark is relevant.
Overarching logo Greenway trail logo for multiple words
Name of
the Greenway
Use Greenway mark
for overarching brand
Greenway guidelines
11
Greenway logo application
Logo Logo B&W Reverse Logo
Application on background
and reverse logo
Here are three examples as to how the logo should be applied
to a white and in reverse format on a coloured background. On
a white background the standard logo should be used. On a
coloured background the logo should always be white.
Clear space &
03 minimum size
These guidelines aim to maximise visibility even in the smallest of spaces,
including across digital, mapboards, print and other communications.
Clear space
Minimum size
Logo construction
Greenway guidelines
13
Clear Minimum
space size
A clear space all round the brand mark ensures clear In order for the brand mark to be clearly legible in print or
visibility and maintains its integrity amongst other brands. digital applications, it should never appear smaller than its
minimum size of 13mm.
Overarching logo
13mm
Greenway trail
logo
13mm
Greenway trail
logo for multiple
words
13mm
Greenway guidelines
14
Logo construction
The logo is built from a square shape. Using the The distance between square and first letter
Rule of Thirds, this grid’s overlapping circular of the text is equivalent to width of letter 'G' in
configurations create a focus on the most Greenway. This space is denoted by 'X' below.
important elements of the logo.
X X
First line of text aligned to bottom of 'Greenway'
Second line of text aligned to the trail
X = width of letter 'G' in
Greenway
Greenway guidelines
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Logo construction
X X
First line of text aligned to bottom of 'Greenway'
Second line of text aligned to the trail
X = width of letter 'G' in
Greenway
04 Social media
How to use Greenway brand on social media.
Facebook and Twitter
Instagram
Greenway guidelines
17
Social: Facebook and Twitter (Square)
Greenway-specific logo for use
as Facebook and Twitter profile
picture. When incorporating the
Greenway name, reduce font size
accordingly.
Greenway guidelines
18
Social: Instagram (Circular)
Greenway-specific logo for use as Instagram profile picture.
When incorporating the Greenway name, reduce font size
accordingly. The profile picture for Instagram should use full
bleed green at the top of the image.
Typography &
05 text hierarchy
Several fonts have been chosen that reflect the
Greenway brand personality.
Primary font
Secondary font
Web font
Signage font
Greenway guidelines
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Primary font (used for Greenway title)
The font
A bold sans serif condensed font has been selected that is both family that can be used for varying purposes in maps
web and print friendly. There are a variety of weights in this font and other communications.
A M S I P R O Primary font
Amsi Pro Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Bold
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Regular
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0 Numbers Type examples
Amsi Pro
! " # $ % & ( ) * + 0 @ < > = o { } [ ] © § ¥ ¤ £ ¢ ¦ ® Glyphs
µ « » º ¿ ≠ ≈ ∫ ∞ √ ∙ ∕ − ∑ ∏ ∆ ∂ ℮ Ω ™ ℓ € ‡ † ¶ ǿ
Greenway guidelines
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Secondary font (used for section titles
and body text)
The font
This font has a warmth and readability that result from across most design platforms. An italic form of this font is
the humanistic treatment of letter proportions and design used for the trail names.
detail. It has a variety of weights in its family and is available
M YR I A D P R O Secondary font
Myriad Pro
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Bold
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Italic
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0 Numbers Type examples
Myriad Pro
! " # $ % & ( ) * + 0 @ < > = o { } [ ] © § ¥ ¤ £ ¢ ¦ ® ¶ ǿ Glyphs
µ « » º ¿ ş ≠ ≈ ∫ ∞ √ ∙ ∕ − ∑ ∏ ∆ ∂ ℮ Ω ™ № ℓ € ₫ ₹ ‡ †
Greenway guidelines
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Web font (for online use)
The font
Arial has been selected as the font to be used for websites and provides maximum compatibility across all versions of
and apps. It's similar in appearance to Myriad and Amsi Pro web browsers.
A R I A L W E B Web font
Arial
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Bold
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Regular
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0 Numbers Type examples
Arial
! " # $ % & ( ) * + 0 @ < > = o { } [ ] © § ¥ ¤ £ ¢ ¦ ® ¶ ǿ Glyphs
µ « » º ¿ ≠ ≈ ∫ ∞ √ ∙ ∕ − ∑ ∏ ∆ ∂ ℮ Ω ™ № ℓ € ₫ ‡ †
Greenway guidelines
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Signage font (used for on-road
directional signage)
The font
Transport New Heavy is the recommended font for use on all (DTTAS). Regular and italic versions of the font should be
on-road signage. This font is consistent with the guidelines used as per section 8 of these guidleines.
provided by Department of Transport, Tourism and Sport
T R A N S P O R T N E W H E AV Y Signage
Font
a b c d e f g h i j k l m n o p q r s t u v w x y z Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Italic
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0
Type examples
Numbers Transport
! " # $ % & ( ) * + 0 @ < > = o { } [ ] © § ¥ ¤ £ ¢ ¦ ® ¶ ǿ
µ « » º ¿ ≠ ≈ ∫ ∞ √ · ⁄ − ∑ ∏ ∆ ∂ Ω ™ № l € ‡ † Glyphs
06 Colours
A variety of colours and icons have been chosen that
reflect the Greenway brand.
Colour system
Design elements
Greenway guidelines
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Colour system
Explanation
Greenway has two official colours: green and grey. These This is the dominant colour palette for all internal
colours have become a recognisable identity for the brand. and external visible communications concerning
the brand mark.
Primary colour Secondary colour
Green Grey
Colour codes Colour codes
CMYK: 85 10 100 10 CMYK: 0 0 0 60
Pantone: 355 C / Pantone: 430 U /
355 U 430 C
RGB: 0 148 68 RGB: 128 130 133
Web: #009344 Web: #808285
Colour tones Colour tones
100% 80% 60% 40% 20% 100% 80% 60% 40% 20%
The gradient The gradient
Greenway guidelines
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Design elements
A variety of illustrations have been developed to reflect
the wildlife of the Greenway. These can be used in various
communication and design assets as design flourishes.
07 Mockups
Samples of collateral that can be developed using the
branding and its elements and symbols.
Greenway mockups
Greenway guidelines
28 Greenway
mockups
Here are some examples of how the brand mark can be
used across a variety of brand assets
08 Signage
The Greenway brand mark will be used across a
variety of maps, signage and map boards. This
section will address suggested usage.
Advance directional signage
On-road directional signage
Off-road (on-trail) directional signage
Trail head welcome signage
Signage locations
Map board
Greenway guidelines
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Advance directional
signs
w (variable) x h (variable)
Greenway guidelines
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Advance directional
signs
w (variable) x h (variable)
Greenway guidelines
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On-road directional
signage
w (variable) x h (variable)
Example of on-road signage used where If part of a EuroVelo route the EuroVelo
a cycle route leaves a road and joins a symbol is used. Pointing the opposite
greenway, or vice versa. When joining a way along the road section, show the end
greenway show the end destination of the destination of the cycle route and next
greenway and distance on this sign. Also, destination. (See Appendix 1 – section 4.12
include the greenway symbol indicating from Traffic Signs Manual for more details)
that the cycle route is now joining a
greenway. If applicable include route
number.
Greenway guidelines
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Off-road (on-trail)
directional signage
200mm x 'H' mm
200mm x 200mm (larger waymarking signs)
90mm x 90mm (use on waymarking posts)
(DIRECTION ARROW
MOUNTED UNDER
GREENWAY LOGO) (DIRECTION ARROW MOUNTED
UNDER GREENWAY LOGO)
200mm x 400mm
200mm x 600mm
Waymarking with EuroVelo logo
(EUROVELO LOGO MOUNTED
UNDER GREENWAY LOGO AND ARROW)
Greenway guidelines
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Trail head welcome
signs
w 1730mm x h 595mm
Greenway guidelines
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Sign type per location
Map denoting correct situation of
on-road and welcome sign types
Greenway guidelines
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Incorrect usage
Example of incorrect signage
On coloured background, Greenway
logo should be reversed in white
Greenway logo must always use:
CMYK: 85 10 100 10
Pantone: 355 C / 355 U
The logo should never have a border
Greenway guidelines
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Greenway
map board
These are the rules for design of Greenway maps;
the use of colour and grouping of information.
Naming
System
Logo + Title
+ Route
Name (start
& finish)
Main Copy
Route
Indication
A green line should be used to
indicate the route.
Trail Information Map Legend
Alphabetical Order + Logos
09 Map legend
The icons used for Greenway maps.
Greenway guidelines
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Cafe/
Restaurant Parking Telephone
Camping Picnic Area Tennis
Fresh Water Public House
Toilets
Historical
building/ruins Shop
Train Station
Shower Wheelchair
Hotel
Accessible
Info Swimming Pool Warning
10 Irish language
Greenway Irish language policy.
Greenway guidelines
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Greenway Irish
language policy
Irish Language Act 2003
Every public body named under the Act has a statutory duty to comply with the Regulations made by
the Minister for Arts, Heritage and Gaeltacht under section 9(1) of the Act.
In accordance with the regulations, public bodies have a duty to ensure that their signage is provided
in Irish or bilingually as set out under the regulations.
All Greenway signage must be fully compliant with Official Languages Act 2003. If it is not possible
to include both Irish and English on the same sign (e.g. map board), a second sign must be situated
alongside with equal visual prominence.
