Rhino Velo Pyrenees Brand Guidelines 2016 by Elliot Jones

V E L O

P Y R E N E E S

Brand Guidelines 2016

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Introduction Welcome to our brand guidelines. We created this document to give you a better understanding of the Rhino Velo Pyrenees brand.

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Overview

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Our story Rhino Velo Pyrenees is a family run Bed and Breakfast run by husband and wife team Mike and Wendy Jones.

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Mike Starting cycling from the age of 14 Mike has been passionate about the sport. Racing up to an Elite level in the UK and abroad. Mike got the reputation for his aggressive style of racing and fast finish. This earned him the nickname “Rhino” given to him by former international professional and Tour rider Sean Yates. Although he has slowed down a bit in later years Mike still competes regularly in Grand Fondo’s and Sportives such as L’Etape and the Haute Route.

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Wendy Born and raised in Shrewsbury. Third born of four children I had a fun upbringing. I have always loved caring for people and my passions are cooking, music and laughter! I was a late starter regarding cycling having followed Mike all over the place on his bike I decided to start actually riding one 5 years ago. And I love the freedom and feeling of achievement from riding your bike. Our vision is to provide a relaxed and friendly Guest House where you can feel at home and enjoy the wonderful delights of the Ariege and surrounding Mountains.

V E L O

P Y R E N E E S

Introduction Overview

Overview Tagline

Logo Typography Voice & Tone Photography Our brand

LIVE TO RIDE RIDE TO LIVE

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Our Logo

V E L O

P Y R E N E E S

Introduction Overview

Our logo

Our logo represents three elements first â&#x20AC;&#x153;Rhinoâ&#x20AC;? which is the nickname given to Mike by ex-pro Sean Yates. Second is Velo which is French for bicycle and finally Pyrenees where the company is based.

The meaning

Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Our logo

Graphic Symbol

This is the purest version of the symbol that can be used alongside the full logo with wording. This version should never be altered and the line-weight and shape must always remain the same. Different colour options are available but should remain within the brand guidelines.

How to use it This version of the symbol can only be used on its own and not with the Rhino Velo Pyrenees wording when it is accompanied with the wording. It may be used as a badge or symbol on cycling jersey, stickers, business card, watermark and secondary icon. Before using this just on its own please consider whether there is another option that would engage our audience more powerful.

V E L O

P Y R E N E E S

P VY ER

Introduction Overview Logo Typography Voice & Tone Photography

Logo

The wordmark

Our wordmark is bold, powerful and straight to the point. It is our name, it explains to our customer base what we do, who we are and where we are. The forward facing bold â&#x20AC;&#x153;Rhinoâ&#x20AC;? characters reflect the nature of Mike and work alongside the symbol.

When it comes to our wordmark, always use the master artwork never adjust the size and stretch or adjust the tracking and kerning.

Our wording remains consistent and stands out when put against image only its colour changes.

Our brand

V E L O

P Y R E N E E S

Introduction Overview

Logo

The symbol & wordmark together

Logo Typography Voice & Tone

Our wordmark and symbol can work independently but are much stronger when used together.

Our symbol and wordmark default colour is black but other options may be used.

There are two options of our combined symbol and wordmark - a horizontal version and a vertical version. The best version to use depends on the space and position you want to place the logo.

Photography Our brand

V E L O

P Y R E N E E S V E L O

V E L O

P Y R E N E E S

Introduction Overview

Logo

Our logo can be used in both options available depending on the context and layout options that suit.

How to use our logo

Always try to use both the wording and symbol together as this is stronger way of promoting the brand.

Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S V E L O

V E L O

P Y R E N E E S

Introduction Overview

Logo

Always when possible make the logo stand out and appear within artwork, imagery or other outputs. When placed in certain situations these are the minimum sizes.

Minimum sizes

Logo Typography Voice & Tone Photography Our brand

V E L O V E L O

P Y R E N E E S

20mm/105px

V E L O

P Y R E N E E S

10mm/55px

V E L O

5mm/32px

10mm/55px

P Y R E N E E S

Overview Logo Typography Voice & Tone Photography

The logo looks best when it is given the right amount of space to breath and stand out.

Clear space

We have designed specific parameters for our logoâ&#x20AC;&#x2122;s clear space - this is where not graphic element can invade. All graphic elements must remain the specified distance from our logo. Ideally our logo should have as much space as possible.

V E L O

Our brand

Logo

P Y R E N E E S

Introduction

V E L O

P Y R E N E E S

V E L O

P Y R E N E E S

V E L O

P Y R E N E E S

V E L O P Y R E N E E S

V E L O

P Y R E N E E S

Introduction Overview

Logo

Our logo can be very flexible when it comes to colour depending on what it is being applied to. Our main colour is black and when possible this should always be used, secondary is white on black.

Colour

Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

V E L O

P Y R E N E E S

V E L O

P Y R E N E E S

V E L O

V E L O V E L O

V E L O

P Y R E N E E S

Introduction Overview

Logo

Our logo should stand out and make a statement when placed on any medium. When using our logo over photography, make sure the image is suitable and there is enough contrast to make our logo legible

Photography

Logo Typography

We recommend using the white logo option when against an image when the image has a darker background. If an image is lighter use one of the colour options when suitable.

Voice & Tone Photography Our brand

V E L O

P Y R E N E E S V E L O

V E L O

P Y R E N E E S

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Logo

Social media icon

For social media pages try and use the full logo placement in the portrait option as it fits best with the profile display. Always use the standard black and white or reverse option.

Introduction Overview

Logo

Our logo should never be manipulated or changed from the format that it is supplied with, it should be seen as consistent throughout all of our design outputs.

Misuse

Logo

There are strict guidelines that must be followed when using the logo.

Typography Voice & Tone Photography Our brand

DO NOT

VELO PYRENEES

V E L O

Distort our logo

V E L O

P Y R E N E E S

Rotate our logo

P Y R E N V E EE LSO P Y R E N E E S

P Y R E N E E S

Change the size of the symbol or wording

Overlay the symbol and wording

P Y R

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Typography Overview

The typography that goes with the Rhino Velo Pyrenees brand needs to work with the brand, be clear and stand out when put into our marketing outputs. Our primary typeface is Gotham and is used as much as possible with the brand logo when needed. Sometimes a second typeface is needed and for this we use Averta as secondary Sans serif and Garamond as our serif typeface.

Introduction Overview

Typography

Primary typeface

Logo

Our primary typeface is Gotham, a simple yet effect sans serif that can be bold and striking and simple and soft making it perfect for both body copy and headings and big statements. Available in the following weights:

Typography Voice & Tone

Thin

Photography

Extra Light

Thin Italic Extra Light Italic

Our brand

Light Light Italic Book Book Italic

abcdefghijklmn opqrstuvwxyz

V E L O

P Y R E N E E S

Medium Medium Italic Bold Bold Italic Black Black Italic Ultra Ultra Italic

Gotham

Introduction Overview Logo Typography Voice & Tone Photography Our brand

A family run B&B Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

Stories

RHINO

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz V E L O

P Y R E N E E S

Pyrenees France

Ultra ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

Introduction Overview

Typography

When using typography with imagery the correct layout and composition is key to a strong message that is being put across. Try and position the type is less busy areas of an image to make for clear and bold image and type combination.

Used with photography

Logo Typography Voice & Tone Photography Our brand

RIDE WITH RHINO

V E L O

Pyrenees France

P Y R E N E E S V E L O

V E L O

P Y R E N E E S

Introduction Overview

Typography

For body copy and text make sure that the leading is set to +4PT to the type PT size. This allows for clear and consistent text throughout.

Leading

Logo Typography Voice & Tone Photography Our brand POINT SIZE 12PT LEADING 16PT

V E L O

P Y R E N E E S

Rhino Velo Pyrenees is a family run Bed and Breakfast run by husband and wife team Mike and Wendy Jones. Mike starting cycling from the age of 14 Mike has been passionate about the sport. Racing up to an Elite level in the UK and abroad. Mike got the reputation for his aggressive style of racing and fast finish. This earned him the nickname “Rhino” given to him by former international professional and Tour rider Sean Yates. Although he has slowed down a bit in later years Mike still competes regularly in Grand Fondo’s and Sportives such as L’Etape and the Haute Route. Wendy born and raised in Shrewsbury. Third born of four children I had a fun upbringing. I have always loved caring for people and my passions are cooking, music and laughter! I was a late starter regarding cycling having followed Mike all over the place on his bike I decided to start actually riding one 5 years ago. And I love the freedom and feeling of achievement from riding your bike. Our vision is to provide a relaxed and friendly Guest House where you can feel at home and enjoy the wonderful delights of the Ariege and surrounding Mountains.

Introduction Overview

Typography

Secondary typeface

Logo

Our secondary typeface is Garamond, a classic and effect serif that is used for mainly large areas of body copy where a Gotham is either over used or a substitute is needed. Available in the following weights:

Typography Voice & Tone

Regular

Photography

Bold

Italic

Our brand

abcdefghijklmn opqrstuvwxyz

V E L O

P Y R E N E E S

Garamond

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Voice & Tone

V E L O

P Y R E N E E S

Introduction Overview

Voice & Tone Overview

Logo Typography

It is important that our brand is transported across all of our marketing platforms with the correct tone and voice. We want to share our passion for cycling, travel, food and culture and to do this we need to say it in our own special way.

Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Tell a story

What we do is about the adventure and the adventures we take our guests on so we should share these adventures creating stories.

Be simple

Know what is going to be said and get straight to the point sometimes less is more.

Honesty

Tell our story, share our adventures and be honest the language should be warm, welcoming and inviting. We donâ&#x20AC;&#x2122;t want to come across as aggressive, elitist and mean we should be inclusive.

Passion

What we do is our passion, so through our written stories, wording and photography we must thrive to show and share this passion.

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Photography

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Photography Overview

Photography is our main creative output it is how we share our stories and adventures and help push our brand to further audiences. The images we choose to use communicate our values, promote our brand and make us stand out against our competitors. We aim to achieve two define styles with photography lifestyle and passion. When using or taking photography that is to be used with the Rhino Velo Brand think about the subject, landscape and content. What story will each photograph tell? Does it promote the lifestyle that we live?

Introduction Overview

Photography Guidelines

Logo Typography Voice & Tone Photography Our brand

Passion

One of our key factors to photography is showing passion, this is passion in what we do- cycling, food, travel and the local culture. The photography needs to reflect this passion and each and every photo needs to tell a story or help tell an existing story.

V E L O

P Y R E N E E S

Introduction Overview

Photography Guidelines

Logo Typography Voice & Tone Photography Our brand

Lifestyle

Secondary to our passion for cycling is our lifestyle and the way we live and the things we do, not only do we ride our bikes but great food and culture is part of what we can offer. This needs to be promoted and push our great relaxed lifestyle to our customer base, they need to be envious of our lifestyle but with the open opportunity to come and enjoy it.

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

Our brand

V E L O

P Y R E N E E S

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Our brand Overview

Our brand can be applied to a number of different products, social media platforms, websites and a collection of online and printed marketing material. Our logo has some flexibility when it comes to different options and layouts. On the following pages you will see the brand positioned in a number of different examples.

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Our brand Business card

The Rhino Velo Pyrenees brand can be applied to a business card like such and could be positioned either landscape or portrait aswell as a number of different colours and finished could be applied.

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Our brand T-Shirt

The brand could be applied to a number of different clothing options such as a T-shirt as shown here.

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Our brand

Flyer/Postcard

The brand can be applied to a number of different marketing material such as postcards/flyers as shown here. This example shows a number of different aspects of our brand, including logo, strong photography and key information.

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Our brand Website

The brand is applied to the website which is one of our main points of contact to new and existing customers. The brand logo and marketing material is all shown on the website along with extra sections such as the blog and contact and events pages.

Introduction Overview Logo Typography Voice & Tone Photography Our brand

V E L O

P Y R E N E E S

Our brand

Social media and printed marketing

As photography is our main method of marketing the use of posters can be used to help engage our audience further. The examples below show how key phrases and words can be used to promote certain aspects of our business and sell our brand.