BRAND STYLE GUIDE
CAMP XPRESS 2016
This guide has the intention of preserve our original identity as we aim to preserve our nature for future generations.
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TABLE CONTENTS | what’s in this guide
Moodboard
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Brand Identity
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Logo Types
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Logo Specifications
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Colour
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Typography
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Usage
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Applications
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Graphic Elements
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CAMP XPRESS 2016
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MOODBOARD | inspiration
FUTURE RESPONSIBLE
SUMMER
NATURE
CREATIVITY
TECHNOLOGY Brand Style Guide
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BRAND IDENTITY | who we are
At Camp Xpress we look at technology as children. Technology is in our DNA, it is part of us, we can’t and don’t want to live without it! Technology is fun, it is creative, is dynamic, it makes our lives easier, and it helps us to benefit from nature. And nature is so cool! It is fresh, it is energetic, it is fun as summer holidays. However, technology is causing serious problems to our planet which is our house and we care about it. Isn’t it paradoxical that one thing we enjoy so much, causes damage to the other? We are here to inspire awareness in new minds, children that will design technology of the future.
FUN
Camp Xpress is a youth social community where every kid can come to be amazed on how to integrate technology and nature, in a friendly and responsible environment.
CAMP XPRESS 2016
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LOGO | types The Camp Xpress Logo represents camping, summer, nature and technology, all of them integrated to communicate a global message to the world. It resembles our love for technology but always based on our commitment with Nature.
Primary Logo (horizontal) This is the official configuration of the Camp Xpress Logo.
Secondary Logo (vertical)
Established 2016
Brand Style Guide
This one can be used on certain stationary elements, advertisement, or where the space is horizontally constrained.
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LOGO | specifications The logo requires a minimum space around it with the purpose of not reducing legibility or interrupt the intention of the design. This safe area surrounding the logo is defined using the character “E” from Camp Xpress in the way that is shown in the picture. It is our “e-area”.
1”(72px)
E
E
E
E
E
There is a minimum width of 1-inch for print (72px for web) at which the logo keeps legibility. It is very important to constrain the proportion of the height in any case. We don’t want to look distorted.
CAMP XPRESS 2016
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COLORS | enjoy the summer
Our palette is fresh, and warm, like summer. Our palette is playful, and every colour plays its role, but just as we want to preserve nature, it is important that our logo preserves its colours as they are shown here.
Brand Style Guide
CMYK RGB PANTONE HEX
0 72 98 0 255 108 12 1585 C FF6C0C
CMYK RGB PANTONE HEX
0 42 100 0 255 164 0 137 C FFA400
CMYK RGB PANTONE HEX
0 23 91 0 255 198 039 123 C FFC627
CMYK RGB PANTONE HEX
64 0 39 0 73 195 177 3258 C 49C3B1
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TYPOGRAPHY | simple and geometric
ITC Avant Garde Gothic
Avant Garde Gothic Bold
This an important component for our identity and the one used on our logo. This font has the simplicity of geometric shapes, representing our intention of being a didactic source of knowledge and fun. This font is the official for any important title.
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
Consolas A pairing font for ITC Avant Garde Gothic has being selected. This font can be used on body text for printing as well as for web.
Avant Garde Gothic Book 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 Consolas 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
CAMP XPRESS 2016
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USAGE | do’s
Camp Xpress logo is a simple and versatile logo. However we offer variations that maximize legibility depending on the case.
1. Primary Logo: Use it with the original palette, upright position (same for secondary logo). 2. Grayscale: Use for black and white printing or to contrast with light background. 3. Reverse: Use with a black or dark solid background. 4. Pictorial: Any time using this variation must respect the safe area and apply same rules than the full logo.
Brand Style Guide
1. Primary Logo
4. Pictorial
2. Grayscale
4. Pictorial
3. Reverse
4. Pictorial
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USAGE | don’t s
Just as we want to enjoy nature without impacting negatively our environment, our logo can’t be modified in order to preserve the essence of the design.
1. Stretch: When scaling make sure to keep the proportions. 2. Background: Logo can’t be lost on the background. Always go for contrast.
1. Stretch
4. Rotate
2. Background
5. Recolour
3. Reposition
6. Stylize
3. Reposition of the type: Use secondary logo if you need a different layout. 4. Rotate: The logo must always be upright. 5. Recolour: Only official color allowed. 6. Stylize: Not allowed to use inner glow, drop shadow, etc.
CAMP XPRESS 2016
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APPLICATIONS | bring this summer with you
Brand Style Guide
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Over these pages the logo is displayed on different elements that help our brand be part of your daily life. We want that the inspiring experience that kids learn during the summer became part of their future, and the future of our society.
CAMP XPRESS 2016
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GRAPHIC ELEMENTS | pattern These graphic elements have been designed with the purpose of complimenting the design of the primary logo. It references our brand identity in a subtle way so it is not invasive and it is recommended mostly for packaging or web. CAMP PARTY XPRESS
CONNECTED TO THE FOREST
Brand Style Guide
Camp Xpress Brand Design Guide 2016 Š Designed by ANA NORAMBUENA