BRAND GUIDELINES
STAY AWESOME After all the hard work put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
BOLD RUSTIC ADVENTUROUS MOOD BOARD The inspiration for The Outdoors Project is bold and rustic with a quirky touch. It’s clean, minimal, and modern, but nature accents keeps it feeling warm, adventurous, and inviting. The target audience are active people who love getting out of the city and the daily grind. People who want adventure but are engaged through inspiration. We want to help and inspire people to plan and book the perfect adventure.
MINIMUM SIZE The smallest the logo should be represented is 25mm high.
PRIMARY LOGO The Outdoors Project’s primary logo is a wordmark and a character icon. The main lettering style has a bold, vintage logo vibe, and the hand-drawn style helps emphasise the custom and personal values of the brand. The bold and sans-serif letters give the clean, modern, humanist, and sensible feel while the 3 peaks represents the 3 sisters located in the Blue Mountains, one of Australia’s most famous wilderness areas, with a silhouette of a hiker that envokes adventure. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify The Outdoors Project’s storefront, products, web presence, ads, and other materials, and enhances the professionalism of the brand. 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.
SECONDARY LOGO The Outdoors Project’s secondary logo can be used as an alternative to the primary logo (but should never be used directly next to the primary logo), as it will look repetitive and isn’t a good use of the brand elements. Horizontal logo (A) can be used if the allotted space is too tight to fit in the primary logo vertically. The typeface logo (B) can be used if emphasis on the company name is needed. The 3 sisters logo (C) can be used as an accent element if the layout already has the “The Outdoors Project” as part of the header title.
A.
B.
C.
COLOUR USAGE The colour usage for The Outdoors Project is fairly minimal. The logo will mostly be used in black or white against neutral backgrounds (A, B, D), but can also be used in color against a white background (C).
A.
B.
C.
D.
COLOUR USAGE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
The minimum clear space is defined as the height of the O (for the primary logo). This minimum space should be maintained as the logo is proportionally resized.
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo types aren’t obstructed by the image. In most cases, a solid white or solid black logo can either be used on top of a background image. TIPS: 1. Photos with shallow depths-of field works best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable
A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t place elements in the logo clear space.
UNACCEPTABLE USAGE
D. Don’t resize any part. E. Don’t rearrange parts or
A few rules are necessary for maintaining the
create compositions that
integrity of the brand. Don’t compromise the
are not already provided.
overall look fo the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few
F. Don’t add unofficial graphics to the logo. G. Don’t use off-brand colors.
examples of some ways the logo should NEVER
Reference the Color Usage
ever be considered.
section. H. Don’t add dropshadows or other text styles. I. Don’t contain the logo in a box when used on a background. (if unecessary)
A.
B.
C.
OPEN NOW
D.
E.
F.
G.
H.
I.
THE GREAT OUTDOORS IS CALLING Keep close to Nature’s heart… and break clear away, once in a while, and climb a mountain or spend a week in the woods.
Wash your spirit clean.
TYPOGRAPHY Typhography is a powerful brand tool when used consistently. This set of typefaces best represent the bold and modern feel of the brand and should be used across all print and web applications.
BEBAS NEUE Use for headlines UPPER CASE
BEBAS NEUE BOLD
Web letter-spacing: .1em
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123567890
GOTHAM
Gotham
Use for body copy
Book
Sentence case
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Web letter-spacing: .0
abcdefghijklmnopqrstuvwxyz 123567890
COLOUR PALETTE Colour is an integral part of brand identity. Consistent use of the colour palette will not only reinforce the cohesiveness of the brand,
DEEP SPACE SPARKLE CMYK: 21, 0, 1, 62 RGB: 77, 97, 96 Hex: #4D6160
but colour also serves a psychological purpose by communicating a certain feeling to your audience. The colours blue, red and orange will be the
DARK OLIVE GREEN CMYK: 21, 0, 43, 56 RGB: 88, 112, 64 Hex: #587040
primary indicators of The Outdoor Project. The following colours will be used for backgrounds and design elements. Additionally, these can be adjusted to create depth and variation to different graphic touch points. These colours represent individuality,
companionship
adventure
TURQUOISE GREEN CMYK: 20, 0, 13, 20 RGB: 164, 204, 177 Hex: #A4CCB1
and
spontaneity. Deep space sparkle is used extensively to represent
calmness
and
responsibility,
are
more strong and reliable. Dark Olive Green is a very down-to-earth color. It can represent new beginnings and growth. Turquoise Green has many of the same calming attributes that blue has, but it also incorporates some of the energy of yellow. In design, this green can have a balancing and harmonizing effect, and is very stable.
LIGHT GREY CMYK: 5, 3, 3, 0 RGB: 244, 244, 244 Hex: #f4f4f4
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of Fidget Lab Creative (may@fidgetlab.com.au). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
BRANDING AND DESIGN www.fidgetlab.com.au