i.
Place over polish
We honor the texture, history, and idiosyncrasy of this corner of Long Island. We are specific, not generic.
◆ Brand Guidelines · Version 1.0
Internal Document
A Field Guide for the Brand
Bridgehampton
& Sagaponack
Chamber of Commerce.
A working document defining how we look, sound, and present ourselves to the businesses and visitors of 11932 and 11962.
- Founded
- 2026
- Service Area
- 11932 · 11962
- Document
- Brand v1.0
- Pages
- Nine Sections
South Fork · Long Island · New York
↓ Begin
Section 01
Brand Essence
Four obligations and a tone. The shape of the Chamber, in language.
Mission
To champion a prosperous Main Street by connecting, advocating for, and celebrating the businesses that give Bridgehampton and Sagaponack their character — year-round.
Vision
A South Fork where local commerce thrives in every season, where the storefronts tell a story, and where every business has a seat at the table.
Core Values
ii.
Open door
Every legitimate business in 11932 and 11962 belongs here, regardless of size, sector, or seasonality.
iii.
Quiet authority
We are professional and credible without being corporate. We earn trust through clarity and follow-through.
iv.
Stewardship
We are caretakers of a Main Street that long preceded us and will outlast us. We act accordingly.
Personality
- —Year-round, not seasonal
- —Specific, not aspirational
- —Patina, not polish
- —Editorial, not promotional
Tagline Candidates
A · The civic line
“A prosperous Main Street, a thriving South Fork.”
Mission-forward. Reads as official.
B · The place line
“Where the South Fork does business.”
Confident, geographically specific.
C · The connection line
“Connecting commerce between hedge and hayfield.”
More poetic. Use editorially.
Section 02
Color System
A 60 · 30 · 10 rule. Linen is the surface, hedge the brand, accents under ten percent. Ocean navy lives inside the linen sixty as the color of body type and rules.
Primary Palette
Color#3D5238
Hedge Green
Brand surfaces, hero backgrounds, primary CTAs.
RGB 61 · 82 · 56
Color#243F58
Ocean Navy
Body type, structure, navigation.
RGB 36 · 63 · 88
Color#FAF6EC
Linen White
Default page surface.
RGB 250 · 246 · 236
Accent Palette
Color#6B5544
Patina Cedar
Italic emphasis on light.
Color#A4B5CB
Hydrangea Blue
Soft callouts and tags.
Color#E8D9B8
Sagaponack Sand
Warm neutral surface.
Color#B98A5E
Stone Honey
Italic emphasis on dark.
Supporting Neutrals
Color#8EA89B
Sage Mist
Decorative neutral.
Color#D8D3C4
Morning Fog
Pattern fills.
Accessibility
- Ocean Navy on Linen — 11.2 : 1
- Hedge Green on Linen — 8.4 : 1
- Patina Cedar on Linen — 6.8 : 1
All exceed WCAG AAA for body text. Never place body type on Hydrangea, Sage, Fog, or Sand alone — they are decorative surfaces, not text backgrounds.
Section 03
Typeography
Fraunces for display, Manrope for everything else. Italics carry the brand mark — one word per headline, in cedar on light or honey on dark.
Display · Fraunces
Aa
Variable serif by Undercase Type. We use the upright Roman at light weights (300, 350, 400) and reach for italic for emphasis.SOFT and WONK axes give the italic its mark.
- Weights
- 300 · 350 · 400
- Axes
- opsz · SOFT · WONK · ital
Body · Manrope
Aa
Modern geometric sans, drawn for legibility at small sizes. We use it across UI, body, and labels — never for display. Weights 400 through 700.
- Weights
- 300 · 400 · 500 · 600 · 700
- Use
- UI · Body · Labels
Web Type Hierarchy
Display / H0
Fraunces · 300 · 56px
Storefronts tell a story.
H1
Fraunces · 350 · 40px
Year-round, not seasonal.
H2
Fraunces · 400 · 28px
Voice & Tone
H3
Manrope · 600 · 18px
The Chamber represents 142 businesses.
Lead
Fraunces italic · 300 · 22px
We sound like a well-edited local paper, not a corporate press release.
Body
Manrope · 400 · 16px
Membership is $300 a year for a business with under five employees. That covers the directory listing, the mixer, and a vote at the annual meeting.
Eyebrow
Manrope · 600 · 11px · 0.24em
Section 03 · Typography
Section 04
Identity & Marks
A typographic identity system. No mascots, no clip-art windmills. The letterforms do the work.
Bridgehampton
& Sagaponack
Chamber of Commerce · Est. 2026
B&S
Chamber · 2026
B&S
The Compact Mark
Clear Space
Always allow margin equal to the cap-height of the wordmark on every side. The mark needs room to breathe — never crowd it against edges or other elements.
Minimum Sizes
Wordmark: no smaller than 140px wide on screen, 1.2″ in print. Monogram: 32px on screen, 0.4″ in print. Below these sizes, use the compact mark.
Color Treatments
Navy on linen or sand is preferred. Sand on hedge is the reversed lockup. The ampersand and 'Sagaponack' italic always carry the accent — honey on hedge, cedar on linen.
Section 05
Voice & Tone
We sound like a well-edited local paper, not a corporate press release. Specific, grounded, never breathless.
Tone Axes
Formal⇄Casual
Leans formal — we are an official body — but never stiff. Contractions are allowed.
Serious⇄Playful
Mostly serious. Dry humor occasionally; nothing winking or punny.
Reverent⇄Irreverent
We respect the history of the place. We don't fetishize it.
Specific⇄Aspirational
Always specific. Name the street, the season, the business. Avoid marketing-speak.
Three Do/Don't Pairs
“Our quarterly mixer is at the Bridgehampton Inn on Thursday. Members bring a business card; the Chamber brings the wine.”
“Join us for an exciting networking experience that will revolutionize the way you connect with the local business community!”
“The Chamber represents 142 businesses across two zip codes — from the seventh-generation farm on Sagg Main to the new bookshop on Montauk Highway.”
“We proudly serve a diverse and dynamic ecosystem of innovative entrepreneurs and legacy enterprises in our beloved community.”
“Membership is $300 a year for a business with under five employees. That covers the directory listing, the mixer, and a vote at the annual meeting.”
“Unlock unparalleled value with our flexible membership tiers, designed to empower businesses at every stage of their journey.”
Style Notes
Title case, sparingly
Use sentence case by default. Reserve Title Case for proper nouns and event names.
Numbers are concrete
"142 members" beats "a strong membership base." If we can count it, we count it.
Oxford comma, always
We're an editorial brand. Em dashes — not en dashes — for asides.
No exclamation points
If a sentence needs a "!" to land, the sentence isn't done. The brand never shouts.
Section 06
Web & UI Components
Buttons, navigation, cards, and forms — the working vocabulary of bhsagchamber.org.
Buttons
Primary (hedge) for the dominant action on any page. Secondary (outlined in navy) for alternatives. Accent (cedar) reserved for time-sensitive or event-driven actions. The text link is editorial — use for inline links and “read more” patterns.
Tags & Pills
DoDon'tRetailNetworkingCivic
Directory Card
Retail
Hampton Library Bookshop
Independent bookshop on Main Street, run by the Library Friends since 1978.
Agriculture
Pike Farms
Seventh-generation farm on Sagg Main. Heirloom tomatoes and sweet corn.
Hospitality
Bridgehampton Inn
Eight rooms, a working kitchen, and a porch. Home for quarterly mixers.
Section 07
Imagery & Photography
Editorial photography sourced locally. No stock. No drone shots. No 'Hamptons summer' clichés.
Subjects
Working people, working hands, storefronts at human scale, products in context. Always specific to 11932 and 11962.
Light & treatment
Natural light, golden hour or overcast. Slight film grain acceptable. Saturation muted. Never HDR, never aggressively color-graded.
Composition
Editorial framing. Leave room for type to overlay. Avoid dead-center symmetry. Include atmosphere.
What we avoid
Stock photography. Drone shots of beaches. People in white linen toasting on a porch. Anything that could appear in a real-estate magazine. Lobster bibs.
Commissioning
A roster of two or three local photographers. Pay them properly. Rotate seasonally so the library reflects the year, not just summer.
Member submissions
Members may submit their own photography for directory listings. Must meet a minimum quality bar. The Chamber can provide a shot list.
End of Document