BR AN D ST YL E GU ID E Designed by Guillermo PepĂn
BRAND DESCRIPTION This brand represents the city of Kyoto that was reborn in the modern age after WWII. The Torri Gates symbolically mark the transition from the mundane to the sacred. The branding elements have strong features, with the purpose of reflecting the power and resilience of the history. that defines Kyoto. The brand consists of three words fiery, intense and strong. The Shrines Kyoto are well-known worldwide thanks to their architectural structual and durablity, which will be used as the main icon for Kyoto.
BRAND VOICE The voice of the brand is curated to emulate the classic traditional side of Kyoto. Although the city is highly recognized for its vibrant technology and global advancements, the brand wants to underline the classic aesthetic that once made Kyoto the official capital of Japan. To achieve this, images are carefully selected to establish a perfect balance of precise cultural elements such as the Torri Gates, garden, sacred temples, etc.
BRAND TONE The brand is aiming to show an adventurous spirit while igniting the curiosity for a new side of the city. With the ultimate mission of persuading audiences to learn and, even further, appreciate historical landscapes that have safely preserved Kyoto’s traditions through the test of time. Keywords: Connection - Tradition - Adventure - Balance Heritage - Strong - Architecture - History - Spiritual
LOGO DESCRIPTION The inspiration for the logo comes from the Red Wooden Torii Gates of the Fushimi Inari Shrine in Kyoto. The use of color palettes and typography describe the three main keywords; fiery, intense and strong.
LOGO
FULL COLOR LOGO
ONE COLOR LOGO
LOGO BLACK
LOGO CLEAR SPACE
Minimum spacing for the logo Use the icon to determine minimum distance for the space.
LOGO
IMPROPER USE WORK MARK
DO NOT SQUEEZE
DO NOT COMPRESS
DO NOT STRETCH
DO NOT ROTATE
DO NOT OUTLINE
DO NOT ALTERNATE COLOR
DO NOT USE DROP SHADOW
DO NOT CHANGE COLOR
LOGO
COLOR PALETTE The color symolizes the strong and rich culture of the City of Kyoto. The main colors will be red and charcoal Black. The Torri Red represents the firery red from the gates. This color will be used as the main theme color. The Charcoal Black represents the ashes from the burning wood.
COLOR USAGE
Primary
Secondary
Torri Red
Temple Green
RGB: 250 64 30 CMYK: 0 88 89 0 PMS: Bright Red C
RGB: 30 250 158 CMYK: 51 0 61 0 PMS: 3395 C
Charcoal Black
Dark Red
RGB: 66 66 66 CMYK: 68 61 60 47 PMS: 446 C
RGB: 173 36 10 CMYK: 22 97 100 15 PMS: 7626 C
TYPOGRAPHY
FIRA SANS
TYPOGRAPHY
HALO SANS, BLACK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Nn Mm Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
FIRA SANS EXTRA CONDENSED, REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Nn Mm Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
SUB-HEADING - FIRA SANS EXTRA CONDENSED, ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Nn Mm Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
IMAGERY The imagery for the brand of Kyoto captures the natural and cultural landscape of the city. The Torri Red will also be used with the imagery to further the brand consistency Images deemed appropriate is determined by key locations that shows the true heritage of Kyoto. Such imageries are temples, Torri Gates, garderns and mountain landscapes.
IMAGERY
IMAGES NOT DEEMED APPROPRIATE • No car lots • No subways • No crowded streets • No black and white pictures • No neighborhoods
IMAGERY
IMAGES USE OF LOGO WITH IMAGES
IMAGERY
IMAGES IMPROPER USE OF LOGO WITH IMAGES
Designed by Guillermo PepĂn