Page 29 - High Knob Master Plan

EXISTING BRAND SYSTEMS
The High Knob Region includes many communities and assets that have unique, individual identities. Where appropriate, these identities can be incorporated into the sign panels of the wayfinding system. Incorporating these brands into the system will help establish a sense of place for the visitor. It will also reinforce the understanding that this region contains many varied destinations.
COORDINATED WAYFINDING
Based on the aforementioned criteria, the following examples demonstrate how various destinations can be included on signs that are designed to incorporate the brands or identities of the communities in the High Knob Region. These design concepts use the High Knob brand as the basis for the color palette, which also takes inspiration from the physical attributes of their natural surroundings.
INCORPORATING EXISTING BRAND SYSTEMS
Community identities should be incorporated when appropriate. Some communities may also utilize destination icons to provide a simple visual reference to motorists about what relevant destination is in their area. This “open source” concept provides a number of benefits:
> Allows communities with existing branding to have unique identity take precedent. Several communities like Norton, Dungannon and Big Stone Gap have created unique brand identities that can be used in their signage systems within the respective communities.
> Allows communities without branding to use the standard High Knob wayfinding system. Places like Coeburn and Clinchport do not have established brands, and could use the High Knob branding on local signage to connect to the region. The open source nature of this is very similar to the way the Southwest Virginia (SWVA) brand has been implemented throughout the region, whereby communities would be allowed to choose to use the High Knob branding if they don’t have their own.
> Has High Knob brand take prominence outside of community, with community modifier. Ultimately, a comprehensive system across the region will tie each community and destination to the High Knob Region, as well as to each other.
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Allows each community to connect to other anchor destinations where relevant. For example, Dungannon exists in the High Knob Region, but is also one of the Clinch River Valley communities. High Knob and the Clinch are two of the eight anchor destinations within the SWVA region. In Dungannon, the branded sign topper of each trailblazer sign could use both the High Knob and Clinch River Valley brands, should the community wish to do so. Others like Duffield may feel a stronger connection to the Daniel Boone Wilderness Trail and may choose to exclude the High Knob logo. This concept is very similar to existing marketing and promotional efforts that already exist in the region, whether it is branding at trailheads, asset maps, or even external advertising that uses multiple identities.
The system has been designed to be open source in that each community would ultimately choose for itself what regional identities to use. However, it is important that when the High Knob Regional Initiative (HKRI) is working with the communities and destination, these communities follow the design parameters of this report in order to keep a consistent design and visual continuity throughout the region. In order to do this, the HKRI needs to be the manager of the wayfinding system, working with localities and partners to implement the system.
HIGH KNOB REGIONAL INITIATIVE
CHAPTER 5: WAYFINDING 29
Examples of Regional Identities
Destination Icons