THe INTERNATIONAL ECO-TRAVELERS SOCIETY Corporate Identity Manual Spring 2012
Brand Development mind mapping
03
key attributes concept statement logo development type development logo / type refinement final logo / type solution
CONTENT
color studies
Application & Development
01
Introduction company values
assessment/diagnosis logo analysis product/ service analysis shelf/web/retail presence competition target audience
International Eco-Traveler Society
signage apparel print collateral
Research
01 INTRODUCTION
04
graphic standards
Corporate ID
web / trans media
02
material research graphic apps.
05
Conclusion final solution final presentation board
Camilla Behroozian 2012
RESEARCH: ECO-TOURISM The International Eco-Tourism Society IETS, The International Eco-Traveler Society began as TIES, the Internaional Eco-Tourism Society. with a lacking identity but strong values and goals.
What is Eco-Tourism? “ Responsible travel to natural areas that conserves the environment and improves the well-being of local people." (TIES, 1990)
Local Economic Growth provides jobs, improves life in local communities by strengthening their economy
The Focus
Ecotourism puts emphasis on enriching personal experiences and environmental awareness and promotes greater understanding and appreciation for nature, local society, and culture.
Ideal Result A balanced industry that brings profits to the local economy while strengthening conservation efforts that will keep the natural attractions intact.
Conservation
low impact on environment
02 RESEARCH
International Eco-Traveler Society
Corporate ID
Development
Camilla Behroozian 2012
RESEARCH Eco-Lodging: From Grit to Glam Eco-travel does not mean you have to be camping barefoot in a forrest hunting your own food and forgoing a shower. There are ecologically and culturally friendly lodging options to suite most tastes and lifestyles, whether you want to get your hands dirty or lay out poolside.
“
Authenitc Local Lodging Remote lodging in natural surroundings, highlighting the undeveloped experience and natural habitat. Usually operated by local people, so profits go directly to their community and stimulates local economy. These accomodations offer a more authenic experience.
Eco-Resorts Main stream, upscale, highly developed hotels that choose locations surrounded by natural growth and offer eco-friendly or nature-centered tours and activities. These hotels offer ultra-pampered accomodations but while trying to highlight the experience of natural surrounding and local culture. Money from these hotels does not always go back to local economy, but to the hotel chains.
02 RESEARCH
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
RESEARCH: VISUAL AUDIT Eco-Lodging: From Grit to Glam Eco-travel does not mean you have to be camping barefoot in a forrest hunting your own food and forgoing a shower. There are ecologically and culturally friendly lodging options to suite most tastes and lifestyles, whether you want to get your hands dirty or lay out poolside.
“
Authenitc Local Lodging Remote lodging in natural surroundings, highlighting the undeveloped experience and natural habitat. Usually operated by local people, so profits go directly to their community and stimulates local economy. These accomodations offer a more authenic experience.
Eco-Resorts Main stream, upscale, highly developed hotels that choose locations surrounded by natural growth and offer eco-friendly or nature-centered tours and activities. These hotels offer ultra-pampered accomodations but while trying to highlight the experience of natural surrounding and local culture. Money from these hotels does not always go back to local economy, but to the hotel chains.
02 RESEARCH
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
RESEARCH: VISUAL AUDIT A visual assesment of the International Eco-Tourism Society and its competition.
Eco-Travel Agencies There are numbers of travel sites and angencies specifically for people seeking to experience nature, local culture, and avoid the high environmental impact of mass tourist centers and highly developed resort centers. “
02 RESEARCH
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
RESEARCH: EXAMPLE An example of flourishing eco-tourism in Africa
Botswana Eco-Safaris This african nation has a booming economy with a back-bone of nature-centered safari eco-tours. The area has an abundance of untouched landscape filled with natural wildlife. “ local economy benefits greatly from eco-safari tours run by local companies that take The small groups to experience local wildlife. The government is very involved in the industry, making safari companies adhere to strict terms to ensure low-environmental impact. This is a high-cost low-volume approach that works for Botswana, bringing small tourist groups in to keep the impact on the environment low, the but economic profit for locals is high enough.
Different Strokes for Different Folks This low-volume high-cost approach to tourism works for Botwana because they have abundant wildlife but it may not work for other nations or areas trying to get into eco-tourism. Eah areas has different cultural and natural offerings for tourists and each has to decide where they want to draw the line when it comes to tourist numbers and the development that comes with them.
02 RESEARCH
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
MASS TOURISM Pros and Cons Mass tourism and huge hotel chains can bring lots of benefits to local people: large resorts employ hundreds of local people, and local entrepreneurs, from taxi drivers to guides to souvenir shop owners, benefit from the tourism trade. However, the down sides of mass tourism include negative environmental impact of hotel construction, excessive tourist traffic and cruise ships as well as a watering down of local culture and local businesses.
THE HUMAN ELEMENT IETS: An Alternative to Mass Tourism Eco-tourism and the IETS attempt to reduce the negative impacts of mass tourism by providing an alternative. This alternative travel brings economic benefits to local economies, spreads awareness of environmental conservation, cultural experience and the wonder of natural surroundings. Low environmental impact is a major goal of IETS but the largest element is human. Bringing appreciation of cultural ways and prodiving an awe inspiring experience is the biggest goal. IETS maintains the values as an eco-centered travel company and but first and foremost, offers connection and an enriching, alternative experience.
IETS
02 RESEARCH
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
TARGET MARKET
Why Tourist is a Dirty Word
Who Our Travelers Are NOT Travelers who don’t want to wait in long lines for commercial attractions, don’t want to recognize any fast food chains, or look out their window to see see hotel chains dotting the horizon or spend time in touristy shops selling “made-in-china” keychains and cheesy shirts, or drone around with a guided tour following some guy with a megaphone.
When large companies realize they can profit from the popularity of a destination, they drive away small local business who can’t compete, and eventually destroy local landscape with massive building of hotels and tourist shopping centers. Not only does this take away from your experience, it waters down local culture and poses a threat to the local environment. IETS is the alternative. Tourist experience = postcard stands, made-in-china trinkets, chain hotels, hicked up prices and long attraction lines. You are separated from the real face of the places and people of your destination. The tourist industy essentially keeeps travelers feeling “as close to home as possible” with a watered down, pre-determined perspective that usually never leaves tourist centers. But as a traveler, you visit a destination to witness it in its natural state, its purest version of itself, with the local ways of life and natural environments uninhibited by the mass tourist market. If you are going to leave home, really leave home and experience new places, people and cultures.
IETS encourages its travelers to get eye-level with their destinations; it’s better for you, better for them, better for everyone.
02 RESEARCH
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
BRAND DEVELOPMENT Mind Mapping
Adventure Goods
Nature
Locals
Wildlife Environment
Culture Traditions
Recycling
Outdoors Green
Alternative Energy
Eco-Tourism Conservation
Experience
Interact
Forrest/Open Space food
waste prevention
language
Local Wildlife get your hands dirty
03 BRAND DEVELOPMET
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
BRAND DEVELOPMENT Key Attributes alternative local authentic preservation experience natural responsible cultural environmental connecton human
Whether you want to stay in a modern treehouse, with indigenous tribes in the rainforrest, relax poolside in a luxury eco-resort, camp on long stretches of beaches, or even stay on a rustic farm B&B! We can connect you to the experience you’re looking for.
IETS
03 BRAND DEVELOPMET
THE INTERNATIONAL ECO-TRAVELER SOCIETY
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
BRAND DEVELOPMENT Early Symbol Development Early symbol development was inspired by vector transportation symbols and intended to look geometric and modern but still bright and friendly (circles).The target audience would lead a progressive, forward-minded lifestyle and be some what aware of design trends. The elements of human, environment and travel were attempted to be graphically represented. The largest value of IETS is connection, therefore object and shapes were touching intentionally to refer to the values of the brand as a whole.
03 BRAND DEVELOPMET
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
BRAND DEVELOPMENT Digital Symbol Development
IETS
IETS
International Eco-Traveler Society
International Eco-Traveler Society
IETS
International Eco-Traveler Society
The initial design was three circles touching with icons of the three aspects of IETS inside. The choice to reduce to two was later chosen and a diagonal orientation proved much more interesting, creating the appearance of an infinity symbol or figure eight, presenting the core goal of connectivity and human experience. The droplet shape was derived from the circles but pointed at one end, alluding to the leaf shape but also proviging a sense of movement and direction.
Typography
IES
IES
International Eco-Traveler Society
International Eco-Traveler Society
IES
Early typography choices were all caps serif typefaces, which were later dropped in favor of a more modern condensed sans-serif.
International Eco-Traveler Society
IES
International Eco-Traveler Society
IES International Eco-Traveler Society
IETS
International Eco-Traveler Society
IETS
IES
IES
International Eco-Traveler Society
IETS
International Eco-Traveler Society
The International Eco-Traveler Society
03 BRAND DEVELOPMET
International Eco-Traveler Society
Corporate ID
International Eco-Traveler Society
Camilla Behroozian 2012
FINAL SYMBOL DESIGN SYMBOL
TYPE
The symbol is inspired by Swiss transportation design. It is mean to read quickly but be friendly with curved shapes. The orange droplet shapes were derived from organic leaf shapes and encase graphic images of a plane and a leaf which symbolize the aspect of travel but also the virtues of preservation and environmentalism. The shapes appear to be almost touching or entwining because connection is the most important goal of the IETS; connect travelers to the experiences, places and cultures they seek. These connecting droplet shapes are repeated as a pattern and integrated into body copy as well being used as an abreviated version of the logo with the acronym IETS inside. Idealy, as the brand grows in recognition, the droplet symbol with be all that is needed to identify the brand.
The typeface choice had to be modern, as the target market for the company are mostly young people who are in touch with current trends and progressive livestyles. A serif was attempted but looked too outdated. Given the modern feel and long title of the company, a condensed sans serif (Steelfish) was the most appropriate choice. A secondary non display typeface was needed for balance and variety so Adobe Garamond Pro in Bold Italic was used in small portions of the logo and for body copy and captions.
COLOR
KEY WORDS
Because of the inspiration taken from bold European transportation graphics, orange was selected as the primary color to get a quick read and immediate attention. Greys and creams are used when the bright, heavy orange becomes too much. Complimentary blue is used on products and web imagery as well.
connection uniqe authentic experience preservation environmental modern
03 BRAND DEVELOPMET
International Eco-Traveler Society
The
International Eco-Traveler Society
Corporate ID
active young culture awareness interactive responsibility adventure
International Eco-Traveler Society
Camilla Behroozian 2012
SYMBOL VARIATIONS The LOGO
The Symbol Smaller, more simplified versions of the logo were designed for use at a small scale or when a simple sign off symbol will do, rather that spell out the entire line of “The International Eco-Traveler Society” which is often difficult to fit in small spaces or when it’s easier to refer to the organization by its accronym IETS.
International Eco-Traveler Society
TYPEFACES LOGO abreviated
Garamond Regular Garamond Bold Garamond Bold Italic
IETS
Patterns created by the graphic tear drop/leaf shape are meant to add interest to the brand and the hope is that eventually the shape will become iconic for the brand and will be instantly recognized as the symbol for IETS.
Steelfish
GRAPHIC ELEMENTS
graphic intrigue
pattern
line weights
COLOR VARIATIONS
03 BRAND DEVELOPMET
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
SYMBOL APPLICATIONS The use of Garamond Bold Italic and Steelfish Regular must not be interchanged
NO! Abuse of the Symbol The double droplet icon must never appear to the left of the logo type.
The
International Eco-Traveler Society
The
International Eco-Traveler Society Garamond Bold Italic may be used only for the word “The” in the logo type.
YES! Proper Use of the Symbol The double droplet icon must always appear on the right side of the logo type.
The
International Eco-Traveler Society
04 APPLICATION
International Eco-Traveler Society
Corporate ID
The
International Eco-Traveler Society Steelfish may also be used for “The”, especially at smaller sizes when the italic may be hard to read.
The International Eco-Traveler Society
Camilla Behroozian 2012
SYMBOL APPLICATIONS Abuse of the Symbol
Abuse of the Symbol
The double droplet icon must not be broken into two and used individually.
The double droplet icon may only appear in single for when used with the acronym IETS. The double droplet may appear on its own with out logo type, though it is not encouraged.
YES!
NO! Leaf droplet used on its own.
Single droplet with IETS acronym.
NO!
IETS
Single droplet may also be used on it’s own, usually at a small scale as a sign off symbol.
YES!
Plane droplet used on its own.
Double icon droplet alone. Acceptable but not encouraged.
04 APPLICATION
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
SYMBOL APPLICATIONS
Acronym use of the abbreviated, single dropet with acronym are appropriate for the small size of a business card. The simplicity of the single shape makes for a bold statement and a quick read.
Letterhead, Envelope & Business Card Various logo and pattern applications to corporate printed material.
IETS
Pattern the droplet pattern add textural interest and contributes the feel of the overall brand.
04 APPLICATION
International Eco-Traveler Society
Corporate ID
Droplet
Full Logo
the orange droplet appear very small and by itself as a sign off symbol at the bottom of the letterhead.
the full logo is used at the top of the letterhead and should always be used as the first read symbol when introducing the brand.
Camilla Behroozian 2012
SYMBOL APPLICATIONS Represent IETS as a Proud Anti-tourist Don’t call us tourists! Our travelers are progressive, open- minded adventure seekers with humanitarian hearts. The brand IETS and its values extend into the lifestyle of our supporters.
DON’T
EXPERIENCE
CALL
is calling
We believe it, therefore we live it!
ME A
TOURIST
The
International Eco-Traveler Society
The
Internat
ional Ec
o-Travele
r Societ
y The
International Eco-Traveler Society
Recycled cotton tote for shopping
04 APPLICATION
International Eco-Traveler Society
Aluminum water bottle for eco-friendly hydration on the go
Corporate ID
Ceramic mug for the home
Camilla Behroozian 2012
SYMBOL APPLICATIONS
International Eco-Traveler Society
Web Community Whether you want to stay in a modern treehouse, in huts with indigenous tribes in the rainforrest, relax poolside in a luxury eco-resort, camp on long stretches of beaches, or even stay on a rustic farm B&B! Visit our website and we can connect you to the experience you’re looking for. We can help you find eco-friendly establishments for what ever your taste or pace might be. We work hard to find you the best loding, those secret locals-only restaurant picks, great shopping for local goods and more to help you plan the best travel experience possible - all with ecological and cultural conservation in mind. Connect and share your travel experiences, read reviews and testimonies from other travelers all around the world. Start your eco-adventure with IETS.com
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04 APPLICATION
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
SYMBOL APPLICATIONS Promo Vehicle The 2013 VW UP! Electric is an eco-friendly vehicle perfect for the promotion of The International Travelers Society. It’s new, trendy, fun and especially: environmentally responsible. Vehicle wrap of IETS logo and graphics applied.
IETS
IETS
IETS
iety
04 APPLICATION
na
atio Intern
The
er Soc l e v a r l Eco-T
International Eco-Traveler Society
IETS Corporate ID
al
tion nI terna
The
ty
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n o i t a n r Inte
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Camilla Behroozian 2012
SYMBOL APPLICATIONS
EXPERIENCE
Advertizing: The Human Element IETS is about experience and human connection so reaching out to the identity of our consumers is the advertising strategy of choice. The reasons for choosing eco-travel reach deep into the values and lifestyle of our consumers. We recognize their individual personalities and desired travel experiences.
IS CALLING
EXPERIENCE IS CALLING!
IETS
IETS IETS
04 APPLICATION
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
SYMBOL APPLICATIONS Further Ads
EXPERIENCE IS CALLING! IETS
04 APPLICATION
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
EXPERIENCE IS CALLING Will You Answer? IETS
04 APPLICATION
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012
The
International Eco-Traveler Society
G? N I L L S CA nswer
I You A E C N E l ERI Wi l
EXP
04 APPLICATION
International Eco-Traveler Society
Corporate ID
IETS
Camilla Behroozian 2012
{ fin }
05 CONCLUSION
International Eco-Traveler Society
Corporate ID
Camilla Behroozian 2012