Content Company Overview Logo Brand pattern Typography Grid Icons Photography Stationairy Website Applying the brand
Company Overview We are Root, we are a travel company which aim to excite, amaze and inspire. We are a network of hostels and coaches that organise affordable trips around europes most interesting cities. Its simple and easy. Our hostels are located in big concrete cities around europe to show awaness, as cities are often concerned with destroying nature, the aim is is to add colour to the city.Its a nice fun experience and affordable,Its the most eco friendly way to travel. Our Values : Honest Friendly Fun ‘The Root the whole Root and nothing but the Root’
Logo Our logo is a very honest and friendly logo so it must be treated nicely. The Logo is a Hand rendered logo that has been made from print, so it has a humanist feel and sticks by our brand value of honesty. The logo has been sketched, cut out then screen printed. This was a fun process. It is the seed to the root. It should always be in black, The logo is to be used on all printed materials and can also be used on screen.
This is the original and this should be printed on all materials. And always printed in this way.
This is the logo in white. It will be used rarely, only when needed. Ie on a black background.
This is the Logo with transparent type. This can be used on colourful or printed backgrounds .
The Root logo has been designed to reproduce at a minimum height of 21mm. There is no maximum reproduction size
Our logo likes to get up close to patterns, Sit in the middle of the page and can be overprinted on information, backgrounds and patterns. It doesnt like to be hidden away so nobody can see it.
Typography we have chosen to use the OSP DIN typeface for headings. As it is highly legible, looks friendly, reminds us of travel, It stands out from the body copy and will be used in Text blocks on the web, and promotional materials. We use American Typewriter for large blocks of text(the body copy) and everything else. It looks fun, legible and suits are brand values. It also sticks with the printing theme and is very simple.
OSP-DIN ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 American Typewriter Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn pqrstuvwxyz 1234567890
Colour
Pantone682C C41 M84 Y31 K6
Pantone1375C C0 M44 Y90 K0
Pantone192C C3 M100 Y68 K0
Pantone381C C20 M0 Y88 K0
PantoneBLACK6 C98 M40 Y0 K100
These colours were chosen to represent root, because they are bright and friendly. We looked at bright colours of fruits and veg thats grown from the earth and exagerated them to make our brand fresh and positive.
Grid
The grid system for our company is a simple 3x4 modular grid. This will give our company consistency throughout our branding. It will also give flexibility when designing. positioning text and images.
Pattern Patterns and Backgrounds are apart of our branding. We like to create new prints using our brand colours, and also make patterns to match our brand. This is a good way to try new things and keep our brand fresh and fun. The patterns or backgrounds may be used on business cards, tickets letter heads, keyrings, t-shirts etc. Here are just a few examples.
Photography
The photography used in our branding will be in the visual style of polaroid pictures. The pictures will always look fun and friendly. Using polaroids to show memories of people having fun on there travels. Pictures of the cities will be taken to show the choices of desinations.
Illustration This is an example of the type of illustration and symbols we have. we go for the handdrawn, printed style.
Stationary
ANNA SMITH STUART ROAD LONDON SE158TH TEL: 0203 3409454 WWW.ROOT-TRAVEL.COM
WITH THANKS
Website
The website is very simpl and uses the same layout as the modular grid . The background constantly changes using our backgrounds and patterns everytime you go on, it is still identifable throught the logo and colour. This is to keep the brand fun and fresh.