Brand Guidelines
This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need: logos, typefaces, colors, and more to create a consistent tone, look, and feel for your brand. We invite you to absorb this information and reference it often to become an informed keeper of the brand. If you should have any questions please feel free to contact us at fanmail@triaddesign.com.
PRIMARY LOGO
The rentVAIL primary logo is a combination mark. The primary logo should be used in most cases ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
LOGO DESIGN
SECONDARY LOGOS
The secondary logos should only be used when limited by size constraint and never separated from other individual elements.
LOGO DESIGN
VERTICAL LOGO
LOGOTYPE
BRAND MARK
The RentVAIL brand mark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed. For example, the mark could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.
LOGO DESIGN
LOGO SPACING To preserve the rentVAIL logo’s integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better. The minimum whitespace around the mark and logo is equivalent to the letter "e" in the word "rent". A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation. These visuals are used to define minimums.
LOGO DESIGN
MINIMUM LOGO SIZE
For readability, scale needs to have special considerations. Do not reduce these elements below the designated pixel values.
LOGO DESIGN
Web 144 pixels @ 96 PPI Print 1.5"
Web 48 pixels @ 96 PPI Print .5"
ALTERNATE LOGO COLORS The color usage for the rentVAIL logo is minimal. The primary logo is the preferred version and should be used whenever possible. However, in some instances when a colored version is required use the white logo option.
LOGO DO'S & DON'TS To make sure our logo appears as consistent as possible throughout our communications, we've identified a number of ways it should never be used. A. Do not squeeze or stretch vertically. B. Do not squeeze or stretch horizontally. C. Do not add shadows or filters to the logo. D. Do not contain the logo in box when placed on a background image or color. E. Do not alter the logo colors. F. Do not rearrange or resize the logo elements individually. G. Do not add other elements within the clear space allotment. H. Do not rotate. I. Do not place borders around logo
B.
C.
E.
D.
G.
F.
H.
F O L LO W
LOGO DESIGN
A.
I.
US
PRIMARY COLOR PALETTE Color is foundational to the visual identity of a brand in all its expressions and executions. This includes logos, packaging, products, environments and all forms of marketing communications. The primary palette helps consumers to quickly identify a brand. These core colors represent the earth tones in which the company coincides with.
COLOR PALETTES
MIDNIGHT
AZURE
BIRCH
RGB: 51, 46, 32
RGB: 65, 105, 225
RGB: 207, 195, 196
CMYK: 63, 60, 77, 66
CMYK: 77, 62, 0, 0
CMYK: 18, 20, 17, 0
Hex: 332e20
Hex: 4169e1
Hex: cfc3c4
Pantone: Black 2 U/C
Pantone: 2726 U/C
Pantone: 434 U/C
SECONDARY COLOR PALETTE The secondary palette is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space. The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.
COLOR PALETTES
EAGLE RIVER
AUTUMN
MOUNTAIN
RGB: 47, 88, 146
RGB: 211, 102, 33
RGB: 217, 216, 214
CMYK: 90, 70, 16, 3
CMYK: 13, 71, 100, 2
CMYK: 14, 11, 12, 0
Hex: 2f5892
Hex: d36621
Hex: d9d8d6
Pantone: 7685 U/C
Pantone: 139 U/C
Pantone: Cool Gray 1 U/C
TYPE FACES Our font families should be used for all communications, ensuring a consistent look and feel in all online and print literature. To guarantee a cohesive look, make sure brand fonts are used in a consistent manner and the weights of each font have been considered, using heavier weights to highlight key messages. Primary Font - Montserrat, Family Secondary Font - Lora, Regular Accent Font - Oleo Script, Regular
TYPOGRAPHY
Primary Font
Secondary Font
Aa
Aa
Montserrat Regular
Lora Regular
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz
0123456789
0123456789
Accent Font
Aa
Oleo Script
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789
TYPE SYSTEM Montserrat should be used for all headers on a large scale, 3-6x that of the body copy font size (all caps or case sensitive dependent on layout and use of additional copy). Lora Regular should also be used for all other copy (body, lists etc). Oleo Script is the accent font and it is to be used sparingly to covey important messaging. This font can also be used for subheaders to add some movement. It represents the fluid motion of nature and is an unexpected pop of fun.
TYPOGRAPHY
Sub Header
Main Header Body text. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
BUTTON
PHOTO GRAPHY
Examples here are depicting typical usage for images.
SOCIAL MEDIA STANDARDS
Examples here are depicting typical usage for social media.
Triad Brand Marketing is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing. If you should have any questions please feel free to contact us at fanmail@triaddesign.com. Thank you.
All content created by Triad Brand Marketing for rentVAIL Vacation Rentals ©2024