Alicia Graber | Tourist Office of Chile
Brand Guidelines
Contents
Contents............................................................................................ 2 Purpose............................................................................................... 4 Tourist Office of Chile................................................................................ 5
Identity............................................................................................... 6 Primary Logo.............................................................................................. 7 Logo Variations........................................................................................................ 8 Logo Clearspace..................................................................................................... 9 Logo Dont’s.............................................................................................................10 Color Hierarchy..................................................................................................... 11 Primary Colors.......................................................................................................12 Secondary Colors................................................................................................. 13 Secondary Pattern Design.................................................................................14 Typography............................................................................................................16
Photography................................................................................18 Photography Examples...........................................................................19
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Branding Guidelines | Alicia Graber | 2.22.16
Tourist Office of Chile The purpose of this branding guidelines is to show you how to use the logo. The Chile logo was so carefully constructed from the color choices, to the spacing, all the way to the font used. If you ever have any doubts when using my logo, just refer back to this document that was created in order to help you!
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Branding Guidelines | Alicia Graber | 2.22.16
Identity
Primary Logo
Min. Height - 1.24�
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Branding Guidelines | Alicia Graber | 2.22.16
Logo Variations
Chile Logo - Greyscale Do not just convert the Chile logo to greyscale, the colors that you see were carefully planned out. Review the Color Pallet page in order to see which colors are used.
Chile Logo - Black Only
Chile Logo - Reversed Out
Branding Guidelines | Alicia Graber | 2.22.16
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Logo Clear Space
The Tourist Office of Chile’s logo is designed with specific measures in mind. One of those measurements is the clear space around the logo to protect it from getting to close to text and other graphics. In order to keep an equal distance, use the lowercase “I” in the logo as a guide for the width of the clear space. Never allow text or graphics to invade the clear space of the logo.
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Branding Guidelines | Alicia Graber | 2.22.16
Logo Dont’s
No Stretching!
No Outline-ing!
Beautiful, but wrong!
Don’t dot the i’s!
No Mono-Color!
Dont get crazy!
Branding Guidelines | Alicia Graber | 2.22.16
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Color Hierarchy
The importance of color in the Chile logo has been carefully balanced. Though it may appear as though the Pantone 271 C Purple maybe take up most of the logo, the other colors really balance out the Chile logo which makes it successful.
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Branding Guidelines | Alicia Graber | 2.22.16
Primary Colors
Pantone 271 C C: 41 M: 40 Y: 0 K: 0 HEX: #9694c8
Branding Guidelines | Alicia Graber | 2.22.16
Pantone 366 C C: 31 M: 0 Y: 68 K: 0 HEX: #b7d77a
Pantone 191 C C: 0 M: 89 Y: 39 K: 0 HEX: #ee426c
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Secondary Colors Secondary Colors are used primarily when using the “Greyscale” or “Black only” logos.
Black C: 0 M: 0 Y: 0 K: 100 HEX: #000000
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C: 0 M: 0 Y: 0 K: 75 HEX: #626366
C: 0 M: 0 Y: 0 K: 45 HEX: #9d9fa1
C: 0 M: 0 Y: 0 K: 16 HEX: #d9dadc
Branding Guidelines | Alicia Graber | 2.22.16
Secondary Pattern Design Use only as a decorative element to support a page that has to much white space. Never allow the pattern to over power the logo, only use as a support.
Branding Guidelines | Alicia Graber | 2.22.16
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Branding Guidelines | Alicia Graber | 2.22.16
Typography
Myanmar MN Bold - Logo Font ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Myanmar MN is only used inside the logo. Not to be used anywhere else.
Raleway TT Black - Header ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Raleway TT Black is mostly used for Headers on documents. Can be used with any Primary Color that is listed on page 12.
Branding Guidelines | Alicia Graber | 2.22.16
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Raleway TT Semi-Bold - Subhead ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Raleway TT Regular - Body Copy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
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Branding Guidelines | Alicia Graber | 2.22.16
Photography
Photography When using photography with the Chile brand, the photos we use are City/Street photos with an emphasis on color. Our brand developed overtime with the inspiration from the city of Valparaiso, Chile. The photography should help emphasize the logo with the beautiful pastel colors you can find in the city. See Examples Below.
Good Examples
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Branding Guidelines | Alicia Graber | 2.22.16