Page 43 - High Knob Master Plan

HIGH KNOB REGIONAL BRAND IDENTITY
The High Knob brand focuses on a proactive active outdoor lifestyle. It is intended to present the collection and depth of the regional assets and connect them to other identities such as the High Knob Regional Initiative (HKRI), Southwest Virginia brand, and local community brands.
The “Virginia’s Backyard” messaging presents the region in context with all that the state has to offer, as well as a personal space for locals and visitors. It is a place where they can play, greet their neighbors, and have fun – all in Virginia’s playground.
The High Knob Regional Brand
The simple icon with the interlocking HK focuses on outdoor activity as a platform. It is designed for the consumer and presents the High Knob area in a manner that can be replicated easily on outdoor products and marketing.
More importantly, the brand identity nests in the regional identity of Southwest Virginia and gateway communities. It incorporates colors and similar typefaces that have been used in brands such as the Southwest Virginia brand, Norton, Big Stone Gap, etc. It is important that there be a connection to these other brands, rather than creating silos and confusion from residents and users.
APPALACHIA • BIG STONE GAP • COEBURN • CLINCHPORT • DUFFIELD • DUNGANNON • NORTON • PENNINGTON GAP • S
This is part of the larger strategic nature of marketing the High Knob Region as a destination. Partners like Friends of Southwest Virginia and Heart of Appalachia will continue to do the heavy lifting for marketing. This brand system not only allows them to expand their narrative to include High Knob from a top-down approach, but also
allows each gateway community or destination to plug into the system
APPALACHIA • BIG STONE GAP • COEBURN • CLINCHPORT • DUFFIEL
while maintaining their own, unique identity.
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APPALACHIA • BIG STONE GAP • COEBURN • CLINCHPORT • DUFFIELD • DUNGANNON • NORTON • PENNINGTON GAP • ST. CHARLES • WISE
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HIGH KNOB REGIONAL INITIATIVE
CHAPTER 7: THE HIGH KNOB BRAND
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Regional Integration of the High Knob Brand
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High Knob Basecamps: Local Integration
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