2025
Brand Guide
Life is short, take the dam tour
Austin's Lost Legends (ALL) is an enlightening exploration of the forgotten chapters of the city's rich, hidden history.
ALL's marquee tour, A Dam Good Tour, is an immersive experience that takes our audience back to the fateful day the dam broke in 1900. On this tour, they'll uncover the city's lost history through expert storytelling while journeying through the chaos, heroism, and resilience that shaped its present.
Our Values
Knowledge with Integrity
We are committed to presenting history accurately and responsibly. Our tour experiences are rooted in well-researched facts, ensuring that we honor the truth and provide meaningful insights.
Adventure for Everyone
We believe that history comes alive when it’s experienced as a shared journey of discovery. Our tours are designed to be engaging, accessible, and memorable for all ages and backgrounds.
Connection to Community
We see history as a bridge between the past and present, connecting people to the stories, places, and spirit of Austin. By sharing these stories, we aim to foster a deeper appreciation for our city’s heritage and the resilience of its people.
Our Audience
Adventurists
People who seek unique, engaging experiences beyond the usual attractions.
History Buffs
People passionate about history, culture, and storytelling interested in learning lesser-known aspects of Austin’s past, such as the 1900 flood or untold community narratives.
The core of our brand
Our Logo Suite
Parent Logo
Our Parent Logo is set in an inky serif font with a monospace, type-writer style eyebrow. This styling communicates the historical subject-matter ALL focuses on while keeping the lock-up simple and complimentary when paired with the tour logos.
Our Primary Logo is to be present on all official collateral, whether shown in the combo mark arrangement linked in the following section, or on its own depending on placement. Only set it in the following approved colorways as the logo is not meant to be set in multiple colors simultaneously.
Austin's Lost Legends Black
Austin's Lost Legends Blue
Austin's Lost Legends White
Tour Logo
The Dam Good Tour logo is set in a distressed serif juxtaposed by a clean sans serif. The off-kilter, distressed "dam" is representative of the literal distressed stone dam in the Austin Dam Failure of 1900. The clean sans serif flanking "dam" grounds the mark and is to be used as the supporting typeface in future tour logos.
The PRIMARY LOGO versions are the combo mark designs, orientation depending on the placement. The Dam logo must be present on all major tour collateral. The Dam logo (not the combo mark) may be used on its own on major collateral only when the ALL logo is present somewhere else in the design. Only set it in the following approved colorways as the logo is not meant to be set in multiple colors simultaneously.
Vertical Combo Black
Vertical Combo Blue
Vertical Combo White
Horizontal Combo Black
Horizontal Combo Blue
Horizontal Combo White
Dam Vertical Black
Dam Vertical Blue
Dam Vertical White
Dam Horizontal Black
Dam Horizontal Blue
Dam Horizontal White
our logo
Usage
Safe Space
When displaying any of the logo variations, maintain ample space around it to avoid crowding or interference from other elements. To achieve this, don’t place anything within the “safe space” equivalent to 10% the width of the logo.
*Of course, there are exceptions: subtle patterns or textures overlapping at 20% opacity or less are acceptable, as well as instances where the logo becomes part of the design itself.
Please don't
Use unapproved color combinations or colors
Distort the logo and elements
Mask images into the logo
Place on backgrounds that make elements hard to read
Use alt fonts
ALL in
Color
Primary Colors
Vintage Black
- Hex #1f1f1f
- RGB 31, 31, 31
- CMYK 72, 66, 65, 75
- Pantone 426 C
Worn White
- Hex #f7f5f6
- RGB 247, 245, 246
- CMYK 2, 2, 1, 0
- Pantone 2330 C 50%
Secondary Colors
The following is the secondary color for the ALL brand representing The Dam Good Tour. It may be used for
Neon Blue
- Hex #6ceaff
- RGB 108, 234, 255
- CMYK 44, 0, 5, 0
- Pantone 636 C
typography
Our Font Families
eyebrow/subheads // pitch — Medium +100 tracking all caps
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
1234567890!@#$%^&
Header // Bicyclette — black +50 tracking all caps
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1234567890!@#$%^&
body // Bicyclette — regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&
body accents // Bicyclette — bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&
Design Elements
ALL Icon
This is the symbol of the brand to be used when simplicity is required, such as social profile photos and favicons. It may also be used as a design element on applications such as social media posts and merchandise.
Note: The ALL icon is the only file provided as a JPG since it's the only logo asset likely to require a solid background.
Texture Bank
The texture bank contains a multitude of black, white, and blue textures to add depth and drama to key graphics.
Only use textures behind copy to keep the design element usage minimal in each section.
Illustration
Each ALL tour will feature a key illustration overlapping a photo giving historical context.
The primary design for The Dam Good Tour illustrates the flood of 1900 overlapping a modern image of the Austin Dam as we know it today.
Use in all key graphic applications such as social media posts and advertisements.
Dam Photo Bank
This photo bank contains historical images of the Austin Dam and surrounding areas as well as the modern image assets for the dam as it stands today.
Use in key graphic applications such as social media posts and advertisements.
brand in action
Application
