VISUAL SYSTEM
02
BRAND GUIDELINES
1
02 BRAND GUIDELINES
A rebranding project of AeroperĂş airlines.
Designed by Carmen Zagazeta Iturrizaga
2
TRUEPERÚ 02
VISUAL SYSTEM
BRAND OVERVIEW
7
Our pasado Our new chamba
9 10
VISUAL DEVELOPMENT
12
New keywords Initial Explorations Refinements
14 22 28
LOGO STANDARDS Logo Clear space Geometry Minimum sizes Incorrect uses Correct uses
VISUAL SYSTEM Color palette Typography Illustration style Photo choice Business system Applications
BRAND EXTENSIONS La yapa
30 32 34 35 36 38 40
44 46 48 50 52 54 56
64
66 3
4
TRUEPERÚ 02
5
VISUAL SYSTEM
6
TRUEPERÚ 02
7
B RVAINS D U AOLV SE Y R SVTI E W M
8
8
C A R M E N Z A G A Z E TTAR /U 0E 2P 8E 4R 2Ú4 0 92 7
BRAND OVERVIEW
OUR PASADO our past
Empresa de Transporte Aéreo del Perú S.A., usually known as Aeroperú, was a Peruvian airline, serving as flag carrier of Peru from 1973 to 1999. The company was headquartered in Lima, with the city’s Jorge Chavez International Airport serving as its hub. Besides an extensive domestic route network, Aeroperú offered international flights to places in Latin America and USA.
Original Mission To bring the people in the Americas closer by travelling with warmth, hospitality and the Peruvian charisma.
9
TRUEPERÚ 02
OUR NEW CHAMBA our new job
A once nationally owned airline, Aeroperú flew the skies, connecting the world to Perú and its people. After a difficult journey ridden with mismanagement and corruption, can Aeroperú see a new dawn by finding it’s purpose and soul? An important idea that sprung early on during the research process, is that Aeroperú owed its success in part to it’s strong claims to national pride. I believe it’s important to consider Aeroperú as being heavily influenced by Perú’s own national branding and positioning. In light of this link, a natural extension of Aeroperú’s brand is hospitality
10
BRAND OVERVIEW
WE SEEK TO CREATE AN EXCEPTIONAL EXPERIENCE FOR TRAVELERS IN THE REAL PERÚ. A JOURNEY FILLED WITH UNAFFECTED ENCOUNTERS AND GENUINE CONNECTIONS THAT GO BEYOND A PHOTO-OP OR SOCIAL MEDIA POST.
11
12
TRUEPERÚ 02
13
VISUAL SYSTEM
TRUEPERÚ 02
NEW KEYWORDS
14
VISUAL DEVELOPMENT
AUTHENTIC. UNFILTERED. STRIKING.
15
16
TRUEPERÚ 02
VISUAL DEVELOPMENT
AUTHENTIC MOODBOARD An mixture of color, typography, illustration and photography. This board explores textiles, architecture and imagery that is linked to a location, a culture, a way of living.
17
TRUEPERÚ 02
UNFILTERED MOODBOARD The beauty is in the flaws. This board showcases the imperfectly perfect corners of the country. The real people, the actual sights. Seeing this board you can almost hear the “cobradores” chanting their routes on a busy Lima street.
18
19
VISUAL DEVELOPMENT
20
TRUEPERÚ 02
VISUAL DEVELOPMENT
STRIKING MOODBOARD Using dark backgrounds, sparse placement and impactful photography as a way to draw the viewer and deliver a powerful punch. This board explores treatments that demand attention.
21
TRUEPERĂš 02
INITIAL EXPLORATIONS
Sketches Began sketching a large amount of signs: symbols, icons, and wordmarks that represented the soul of the brand. Explored the concept of home, flying, location marks, mountains, textiles, paper airplanes and many more.
22
23
VISUAL DEVELOPMENT
24
TRUEPERÚ 02
VISUAL DEVELOPMENT Explored many instances of the logo, settling in on a mix of a location mark, mountain and textile.
25
TRUEPERĂš 02
Typography Tried many different styles of type for the wordmark. I concentrated on typefaces that had a more human touch, with irregular lines and asymmetric type forms.
26
VISUAL DEVELOPMENT
trueperú
TRUEPERÚ
trueperú
TRUEPERÚ
trueperú
TRUEPERÚ
truepe rú
TRUEPERÚ
trueperú
TRUEPERÚ
trueperú
TRUEPERÚ
trueperú
TRUEPERÚ
trueperú
TRUEPERÚ
trueperú
TRUEPERÚ trueperú
trueperú
TRUEPERÚ
trueperú
trueperú
TRUEPERÚ
TruepeRú trueperu
TRUEPERÚ TRUEPERÚ
27
TRUEPERÚ 02
trueperú
trueperu true peru
trueperú tru tr ueperu
trueperú.
28
VISUAL DEVELOPMENT
REFINEMENTS
The final choice At the end of the journey, I narrowed down the options to six marks; all based on the same concept, but each with different variations of shape, color, layout and type.
29
30
TRUEPERÚ 02
31
L OV GIOS USAT LA NS D YA ST R EDM S
TRUEPERĂš 02
LOGO
A combination mark The trueperĂş logo is a combination of an abstract mark and a handwritten wordmark. It was inspired by a location mark. The logo also represents elements of the Peruvian landscape and culture, such as mountains textiles, a architecture.
32
Mountains
Architecture and textiles
Mountains and architecture
Location mark
Symbol Logotype
Logo
33
LO G O S TA N DA R D S
TRUEPERÚ 02
CLEAR SPACE
Use the bottom portion of the mark to measure the minimum amount of clear space required around the trueperú logo.
34
LO G O S TA N DA R D S
GEOMETRY
3.5x
3x 1x
Use the bottom portion of the mark to measure the proportions of the logo.
35
TRUEPERĂš 02
MINIMUM SIZES
When using the logo, the symbol cannot be too small, because it will become hard to read due to the linework and spacing in between sections. For applications that require a very small logo, use the logotype alone instead.
36
LO G O S TA N DA R D S
When using the whole signature, don’t use a width smaller than 1 inch or 72px. 1 in wide
To be used in stationery and deliverables with no additional text.
When using the icon, don’t use a width smaller than 0.8 inches or 38 px.
0.8 in tall
To be used in web and deliverables with supporting text.
When using the wordmark, don’t use a width smaller than 0.8 inches or 38 px. 0.8 in wide
To be used only on narrow width imprint areas, such as pens or other swag.
37
TRUEPERĂš 02
INCORRECT USES
Do not tilt the logo at odd angles.
Do not use the logo in a color. outside the approved palette.
Do not stretch the logo or change its proportions in any way.
38
VISUAL SYSTEM Do not use the color version of the logo and avoid busy, complex sections of the photograph that affect legibility.
Do not use the color version of the logo across an entire image. The logo shouldn’t be any larger than one fourth of the height an/or width.
39
TRUEPERĂš 02
CORRECT USES
Use the logo as depicted in this guide.
When using a single color, use either white, black or an approved color combination of logo and background.
When using a single color, use either white, black or an approved color combination of logo and background.
40
LO G O S TA N DA R D S When placing the logo over an image, choose either the white or black versions and place the logo over a flat section of the photograph.
If appropriate, choose an approved color version and place the logo over a flat section of the photograph.
41
42
TRUEPERÚ 02
43
L OV GIOS USAT LA NS D YA ST R EDM S
44
TRUEPERÚ 02
45
VISUAL SYSTEM
TRUEPERÚ 02
PACHA BROWN 73, 0, 0 44, 87, 79, 68 #490000
ROCOTO RED 212, 35, 7 11, 98, 100, 2 #D42307
HUARIQUE GOLD 242, 135, 5 2, 57, 100, 0 #F28705
46
VISUAL SYSTEM
COLOR PALETTE
A color story drawn from the very streets, people and wondrous nature of Peru. These vibrant colors work well together and provide contrast, expression and emotion to the visuals. Pacha Brown and Rocoto Red are the main brand colors, with Huarique Gold, Chimbote Sand and Charapa Blue as secondary colors. These are listed in order of importance and frequency of use should take into account this hierarchy.
CHIMBOTE SAND 191, 107, 4 21, 64, 100, 7 #BF6B04
CHAR APA BLUE 4, 80, 101 95, 60, 43, 25 #045065 47
TRUEPERÚ 02
hey buddy,
OYE CAUSA, THIS IS A LARGE QUOTE, USE IT TO HIGHLIGHT IMPORTANT INFORMATION. MAKE SURE IT SITS ALONE ON THE PAGE. Proxima Nova, all caps, bold +5 34 pt. size, 38 pt. leading
48
VISUAL SYSTEM
TYPOGRAPHY
Proxima Nova, all caps, bold +5 18 pt. size, 22 pt. leading
HEADING 1
Proxima Nova, all caps, bold +5 14 pt. size, 18 pt. leading
HEADING 2
Proxima Nova, title case, bold +5 12 pt. size, 16 pt. leading Proxima Nova, title case, regular +5 10 pt. size, 14 pt. leading
Mix Sonnet, title case, regular +0 24 pt. size, 30 pt. leading
Subheading
This is an example of body text. Ehent eaquatur? Ximusdant fuga. Et odi core hyperlinks occusciae doloribea a sae vero mo voles aut pe occum serit fuga. At quae italic text used for emphasis hil illuptius estrum, volum quatati odipidipidel expeditat.
“Quotes and decorative type use the logo’s main typeface”
Proxima Nova, all caps, bold +200 8 pt. size, 10 pt. leading
THIS IS A CAPTION REVERSED OUT AGAINST A DARK BACKGROUND
Proxima Nova, all caps, bold +200 8 pt. size, 10 pt. leading
THIS IS A CAPTION AGAINST WHITE
49
TRUEPERĂš 02
ILLUSTRATION STYLE
When using graphics such as lines, squares or any icon, make sure that there are no even or straight lines. All illustrations must seem rough and hand sketched by either drawing and scanning the element or by using software brushes.
Use this image at 15% opacity with a Multiply blend mode to create texture over color pages and backgrounds.
50
51
VISUAL SYSTEM
52
C A R M E N Z A G A Z E TTAR /U 0E 2P 8E 4R 2Ú4 0 92 7
PHOTO CHOICE
VISUAL SYSTEM Choose photos of people in real settings. No stock imagery or overly posed models.
Choose images of streets that show imperfections, street signage and storefronts.
53
TRUEPERÚ 02
BUSINESS SYSTEM
Branded Letterhead Size: US Letter
Av. Benavides 5340 Lima, Perú +51 987 654 0123 +51 987 654 3210 @trueperu trueperu.com TO
John T. Smith 123 Some Street, City 23-098 @ info@company.com m +123 45668 7890
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem. Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more ob readable English. Many desktop publishing packages and web page editors now use Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
Sincerely, Jose Carreras Booking Director
54
VISUAL SYSTEM Business Cards Front and back
Mailer Envelope Size: #10
Av. Benavides 5340 Miraflores, Lima 18 Lima, PerĂş
55
C A R M E N Z A G A Z E TTAR /U 0E 2P 8E 4R 2Ú4 0 92 7
APPLICATIONS
Business System and additional stationery elements
56
VISUAL SYSTEM Combi Ride Van
Excursion meeting spot Signage 57
TRUEPERÚ 02
THE CASAS lodging
Lodging with a heart We go beyond a hotel with Trueperú authentic lodging. Each location is a real family home that will host a guest during their stay. Guests eat real food, meet real people and form real bonds. Homes participate for limited periods of time and are carefully vetted and generously compensated by Trueperú’s team. When choosing a home, travellers select a family from our online catalog and have the opportunity to chat with their future hosts online. We encourage both host and traveller to communicate often and form real friendships that will last a lifetime.
58
59
VISUAL SYSTEM
60
TRUEPERÚ 02
VISUAL SYSTEM
THE HUARIQUES excursions
Off the beaten path excursions into the most authentic locations in the country. No tourist traps allowed. Blend in with locals, eat real food and experience the country like only a local would. Explore street vendors, mercados, hole in the wall restaurants, farms, villages, local soccer games — called pichangas — and immerse yourself on the life of a local. Tours are not included with lodging, but come in convenient packages based on the length and location of the trip. Options include up to ten different excursions that will transform your view of Peru.
Barranqueando A highly requested tour in Lima that very few tourists do. Most travellers are shown around Miraflores and only the “top” areas of hip Barranco. Trueperú’s tour takes you to the real peñas, huecos and huariques.
61
TRUEPERÚ 02
THE COMBI transportation
Move about like a local Transportation that is safe, reliable and that gives travelers a taste of the real deal. Instead of trusting a potentially dangerous taxi or using an American made app, Trueperú’s combi network uses local drivers without app surcharges and without having to pay the “tourist tax”. Combi rides are available in bundles, starting with airport shuttles up to unlimited rides across the city. Prices per day/ride will vary depending on the location and time of year.
62
63
VISUAL SYSTEM
64
TRUEPERÚ 02
65
B R A NVDI SEUXATLE SNYSSI O T ENM S
66
TRUEPERÚ 02
BRAND EXTENSIONS
THE YAPA the extras
Brand extensions with a purpose Trueperú is extending beyond travel in order to further its mission of bringing the real spirit and charm of Peru to the world.
“Floro” app A “real talk” language app, that teaches beyond the official basics. Users learn how to speak true local vernacular that no official book will ever show. This app is adapted to the user’s level, having lessons for beginners that are new to language and for experienced speakers that, although might know Spanish, are not familiar with the slang of the locale they’re about to visit. The app is free for the first month after a Trueperú booking, and then continues on a subscription basis.
67
68
TRUEPERÚ 02
69
VISUAL SYSTEM
TRUEPERÚ 02
“Para la olla” books Travelers are able to get a customized book made with the recipes of the home where they stayed. Each book is unique to the home visited and would include a personal message from the family that provided the recipes. Books are available online and are discounted for Trueperú’s travellers.
70
71
VISUAL SYSTEM
72
TRUEPERÚ 02
VISUAL SYSTEM Each book is designed with the recipes of a host family and features their home and day to day lives.
73
74
TRUEPERÚ 02
75
VISUAL SYSTEM
TRUEPERÚ 02
“Piola” clothing line A step beyond the “tourist trap” t-shirt. Clothing made by locals and for locals that help travelers truly blend in, be stylish and shed that “I just arrived here” look. Clothing will be available online and at Trueperú’s host homes. Travellers can pre-order outfits before their trip . The purchased items will be waiting at their destination, ready to be worn upon their arrival.
76
77
BRAND EXTENSIONS
TRUEPERÚ 02
A shirt design featuring Truperú’s pattern.
Retail signage on the internal wall of a in a PIOLA store. These stores will have an eclectic, home style layout.
78
79
VISUAL SYSTEM
80
TRUEPERÚ 02
VISUAL SYSTEM Clothing labels and stickers that will be used to brand the merchandize sold by the brand.
81
TRUEPERĂš 02
A store front in one of the old downtown streets. PIOLA will use traditional architecture instead of modern and sleek storefronts.
82
83
VISUAL SYSTEM
TRUEPERÚ 02
CONCLUSIONS
Se armó el tono the party started The journey of Trueperú is a hopeful one. The brand is looking into additional extensions that celebrate the joy and spirit of the Peruvian people. With exciting projects like neighborhood block parties and music lessons, Trueperú will continue its quest to bring the soul of Peru to the world.
84
85
VISUAL SYSTEM
