Camp Xpress - Brand Guide

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Brand Style Guide

Camp Xpress Brand Guide ver. 1.0 Jan. 2016

Table of Contents

04 Brand Essence 05 Mood Board 06 Logo Variations 07 Space, Size and Colour 08 Improper Use 09 Typography 10 Applications 11 More Applications

Brand Essence “Believe you can and you are halfway there.� --Theodore Roosevelt

At Camp Xpress, summer days are spent tinkering with new technologies, balancing teamwork with leadership, developing valuable life skills and learning responsibility.

In addition to friends and memories, students also learn to make a difference in their lives and their communities.

Camp Xpress will not change your life. You will.

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Camp Xpress Brand Guide ver. 1.0 Jan. 2016

Mood Board

Camp Xpress is a place to grow. A place to meet new friends and laugh when you make mistakes together. The memories you make will last forever and when you leave, you’ll be a new person.

Camp Xpress Brand Guide ver. 1.0 Jan. 2016

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Logo Variations

The logo at the top right of page 06 is the primary logo.

There are two different shades of blue present in the primary logo. The colours are defined

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at the bottom of page 07.

Whenever possible, this is the preferred logo to use.

2”x 2.52”

In addition to the primary version, there are also two secondary versions. The second image from the top is the greyscale version. It is for use with light-coloured backgrounds or when colour options

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are limited.

1.5” x1.89”

The logo at the bottom right is the reverse logo. It is intended to be used with dark-coloured backgrounds. In addition, it can also be used on top of dark

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photo backgrounds.

1” x1.3”

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Camp Xpress Brand Guide ver. 1.0 Jan. 2016

Logo Space & Size The Camp Xpress logo looks FINAL CAMP LOGO best when given the correct amount of clear space on all sides.

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The recommended

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formed by removing the letter ‘X’ from the logo and using its

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height for the distance

area of isolation

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on all sides.

3 x 3.95

The smallest size that the logo

2 x 2.64

1 x 1.3

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can be used at is:

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1 inch by 1.3 inch. campXpress

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minimum size

It should not be used any smaller than this.

CMYK

Colour Definitions RGB

PANTONE

HEX

100 100 30 22

031 031 099

2756 C

#1F1F63

16 04 05 00

211 228 234

649 C

#D3E4EA

00 00 00 12

225 226 227

7541C

#E0E0E0

00 00 00 100

35 31 32

Neutral Black C

#231F20

Camp Xpress Brand Guide ver. 1.0 Jan. 2016

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Improper Use

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01. Logo has been stretched horizontally.

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03. Logo has been rotated.

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04. Use reverse logo used with white dark backgrounds.

05. Use colour or greyscale logo with light backgrounds.

06. Use only the Camp Xpress colours.

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Camp X

Typography The two approved Camp Xpress typefaces are Bernard MT Condensed and Avenir Roman.

Bernard MT Condensed is to be used for heading and titles.

Avenir Roman is to be used for the body of any required text.

Bernard MT Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Applications A wide variety of Camp Xpress products are available for merchandising and promotional uses. These items can either be sold or given to attendees of the camp. The images to the left represent a few examples of backpack

what merchandise there is.

To the right (on page 11) there are two images. The image at the top displays the Camp Xpress logo as it appears on stationary. Notice that in these specific applications the greyscale logo is employed.

t-shirt

Last, the image at the bottom right of page 11 is a mock-up of how the Camp Xpress logo will appear in advertisement. In this case, it appears in full colour.

water bottle

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Applications

stationary

advertisement

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Designed by David Daneman Š 2016

Camp Xpress Brand Guide ver. 1.0 Jan. 2016