Visual identity standards
Waterways Cruises & Events
Brand Guide
For An Unforgettable Experience, Just Add Water®
November 9, 2026
Prepared by DPA Branding
mike@dpabranding.com
Section 01
Logo
Two files: the full lockup, and the gold mark. Use them whole.
Download lockup PNG Download mark PNG
Clear space
Keep at least the height of the gold waves clear on every side. Do not crowd the mark with type.
Minimum size
Do not display the full lockup below 160 pixels wide. The mark file is 187 by 147 pixels. Do not scale it up.
Do
- Use the lockup on paper, white, or ink.
- Use the gold mark when the ground is navy.
- Leave the files whole.
Do not
- Do not stretch, rotate, recolor, outline, or add a shadow.
- Do not place the lockup on a busy photograph without a solid field.
- Do not redraw the waves or set the name in a different face.
Section 02
Color
Navy, water, mist, paper, ink, and the gold of the mark.
Gold is jewelry: a rule, a small label, the mark. It is not body text. Navy carries buttons and headings. Water and mist are grounds, not text on white.
Section 03
Typography
Headlines are Montserrat. Body text is ABeeZee. Both at regular weight.
Dining cruises and private events on Seattle's lakes.
Experience Seattle from a new perspective with Waterways Cruises & Events. Based in Fishermen's Terminal, we offer experiences on Lake Union and Lake Washington, from public dining cruises to fully private charters and events.
Body text is 18px. Buttons use Montserrat.
Section 04
Buttons
Navy fill with white type. The hover state inverts. Every target is at least 44 pixels tall. On a phone, a pair of actions stacks full width.
Section 05
Voice and tone
The line is “For An Unforgettable Experience, Just Add Water®”. Write in sentence case. Sound like a host on the lake: specific, calm, and hospitable.
Say dining cruise, private charter, yacht, Lake Union, Lake Washington, and Fishermen’s Terminal. Keep menus in menu language, with the dietary tags the kitchen published.
Do not claim the company is the only dining cruise in the city. Do not print star ratings. Do not invent a guest count, a season year, or a reply window.
No emoji. No exclamation stacks. No discount lead.
Section 06
Usage
- Use the photographs already on these pages. Do not caption them as agency photography.
- Do not add stock-named files.
- Do not generate images. Do not enlarge a file past its pixel size.
- The charter flyer keeps its printed title, 2027 Private Charter Flyer.
- Agency credit on client-facing pages is DPA Branding, mike@dpabranding.com.
Prepared by DPA Branding · mike@dpabranding.com