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H A R I N I V E N K ATA R A M A N P H A S E I I 1 // T H E V I S U A L S TA N D A R D S G R 6 0 4 : N AT U R E O F I D E N T I T Y SPRING 2017 SEMES T ER
This is one of the books created for the course GR 604: Nature of Identity at the Academy of Art University, San Francisco, CA
T he v i s u a l S TA ND A R D S m a nu a l
Royal Enfield
CONTENTS
CHAPTER / CONTENTS
PAGE NUMBER
THE BRAND STORY
08
BRANDING HISTORY BR A ND AT T RIBU T ES LOGO AND VERSIONS
THE SYSTEM
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BRAND PERSONALIT Y TYPOGRAPHY COLORS PHOTOGRAPHY GRAPHIC ELEMENTS
THE EXTENSIONS EXPANSION CHART EXPANSION LIST V ISUA L IZ AT IONS
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SYNTHETIC METAMORPHOSIS R O YA L E N F I E L D , A N A U G M E N TAT I O N I N T O R E A L I T Y
The hardest part of renewing a brand is the actual visual transformation of its components. Royal Enfield, the new visual reality, was much larger and more inclusive in its mission, and it was time to pursue the vision through the various elemets of the cohesive visual system. The strategy and the development of an identity were crucial foundations to what is about to follow in this document: visual elements of the brand’s projection for a more confident life and world. Each color, each line, and each word in this system carefully fit into flexible formulae that speak to the consumer directly. In today’s technological era, the trustworthy foundation of Royal Enfield’s success is structured and defined in these following pages, as paths to move forward and fit into the future of personal journeys, both external and internal.
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a New IDENTITY
BRANDING HISTORY
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BRAND AT TRIBUTES
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LOGO AND VERSIONS
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OLD PERSPECTIVES R O YA L E N F I E L D , T H E B R A N D I N G H I S T O R Y
Royal Enfield began with sewing needles, but quickly rose up to build some of the first competetive motorbike engines in the world; the brand’s dedication to its history, legacy and past designs are well-known. However, progress for progress’ sake is only worth about as long as times can change, which is where Royal Enfield shakes its mettle and gears up for a change to adapt into the modern world.
The previous logos of Royal Enfiled focused on the highly bold, militaristic style of its automobiles. The very first products by the Enfield Co. were sewing needles, then bicycle seats, and eventually grew into bicycles, motoscooters, motor cycles, and war cannons among other automobiles. The logos, similarly, started with sewing needles, bicycles, canons and finally, a “R” with wings inside a hexagonal bolt that was more of a motobike engine symbol.
BELOW: The logos of Royal Enfield’s past, from 1901 – 2010
HARDENED ECTERIORS: The past of Royal Enfield was a dark, trusty red and black scheme, with relief in complementary pastel greens, yellows and blues. The dark black overlays were a standard implemented to show that the brand was more about the humility of their designs than about overwhelming the viewer with the exceptional aesthetics of the physical designs of the devices and automobiles..
14 15
1937: A woman traveler embarks on her own personal solo cross-country biking journey in the northern, mountainous parts of Denmark.
16 17
NEW IDEAS R O YA L E N F I E L D , T H E R E B R A N D
The new Royal Enfield occupies a far lighter tone than the gritty, tough exteriors of its illustrous past. The voice, too, is more optimistic than challenging, and more confident and bolder than the tentative, reserved persuasion in the past.
The new version of Royal Enfield is not just hopeful, but it holds the kind of strength that comes from trusting one’s own backbone, from learning that you are a pinnacle in the evolution of the world. The future of Royal Enfield is in the direction of encouraging independence, individuality and integrity in its nextgeneration consumers, while still being the trustworthy self to its loyal old customers. There is such a thing as being a reflection of your own strong soul, and that is this.
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BRAND ATTRIBUTES THE LIT TLE MINUTE AE
Our brand attributes are the core of our brand. They summarize our promise to our customers, showing people what we do, and how we do it. Everything that carries the Royal Enfield brand name should live up to these attributes:
PERSONAL
Royal Enfield is for the people, not corporations, machines or organizations. We believe in the potential of each person we interact with and offer them tools they need to achieve their goals
CARING
Every spectrum of our brand has always been about making the journey comfortable, and will always be about how the traveler feels when using a Royal Enfield product: proud, confident, and independent.
INTEGRATED
Our network is highly integrated to help our consumers travel without worries and seek out any brand service/product even in remote parts around the world. We are always there for you, like a trustable backbone.
SELFSUFFICIENT
All Royal Enfield products and services are specially designed to be more than
OPTIMIZING
Every customer has different needs, and we are here to respect the differences
just a brand accessory. Everything that carries the RE name is crafted to be selfsufficient and free-standing, like the person using it.
that make each person unique. We find the right solution, at the right price, for each traveler’s benefit.
TRANSITIONAL
There is inevitable change in the people who interact with us, Royal Enfield. We strive to make the outcome of the interaction positive, reinforcing and motivational. All things associated with Royal Enfield must focus on making interactions personally transformative for its users.
TRUST YOURSELF TO BE YOUR BEST FRIEND
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THE NEW LOGO THE JOY OF FREE-SPIRITED MOVEMENT
The final logo is a graphic birdlike shape of the brand initials, R & E, topped by a Northstar-like diamond to depict the directional aspect of the free-spirited movement of a bird.
The logo is reminiscent of the previous Royal Enfield logo in that it is like an R with wings, but the spaces between the wings open up and strengthens the free will of a strong, yet flexible icon of movement. The logotype was inspired by the individuality of a handwriting infused with the sturdy, and trustworthy edge of a lineal typeform. This new logo was derived from exploring the brand’s visual characteristics depicting the keyword “indepedence,” wherein the motive was to create a shape that was reminiscent of autonomous and unconstrained movement, almost symbolic of a journey with an introspective destination rather than a fixed, physical one. Royal Enfield had always been about the freedom of spirit, the joy of movement and the comfort of self confidence, a personality that had somehow gotten weighed down and buried under layers of engine oil and heavy metal tanks.
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L O G O A N AT O M Y
The brand initials, R & E, are two typographically different forms, but both very flexible. In what turned out to almost resemble a ligature, the bowl and swash of R becomes the backbone (stem) for the horizontal wings that form the letterform “E�
The puckered, diamond-like shape at the top is inspired by the Polaris or the Northstar, a unique celestial object that is age-old in directing compasses in order to facilitate travel. In this way, all 3 keywords: the independence (of a bird), individuality (of the Northstar) and integrity (of the typographic forms) become a part of the final logo
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LOGOT YPE
Based on Have Heart One
The logotype is distinctly different from the old typographic styles in that the new one is more of a fusion between 2 very different (almost opposing) typeface foundations. The handwritten half of the logo merging with the sharp edged sans serif half is a way of showing that the new mission is about freedom and strength, with a distinctive streak of uniqueness within. Based on Rift
When enlarged to a great degree, it is also noticeable that the typeform mimics the wing (and/or tail) tips of the graphic logo (see previous page)
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LOGO USAGE ME TRICS
Clear Space: the logo, at any size, requires to be surrounded on all sides by at least an amount of space as the northstar element on the top of it should take.
x
1/2 x
1/2 x
1/2 x 2/3 x
2/3 x
2/3 x
align with
5/4 x
x = height or width of northstar element
Color variations: the logo can appear in any one or combination of two of the main colors of the brand: Xanadu (#6b8778), Independence (#5e6077), Airforce ( #3d8aa9), Burnt Sands (#d34f27), or, in the case of a colored/varied background, White (#ffffff)
SINGLE COLOR
TWO COLORS
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LOGO USAGE VERSIONS
Single Color
Icon + logotype
To be used for sizes exceeding 12” to less than 48”
only Icon
To be used for all sizes over 0.25”
only Logotype
To be used for only between 36” to 60” in signage, and only between 1.5”-2” in smaller formats
Two colors
Alternate
oyal
To be used for sizes between 5” - 12”
To be used for stationery purposes sizes between 0.5” - 2”
To be used for sizes between 12” - 24”
oyal
oyal To be used for packaging sizes between 12” - 36”
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LOGO DON’TS
Do not individually color any element other than
Do not apply any color to the logo that is not
in the specified manner by the Royal Enfield logo
listed in the brand color pallete or schemes
usage metrics
Do not stretch, squeeze or manually distort the
Do not apply gradient effects to the fill or
shape of the logo
opacity of the logo; the colors always have to be solid.
Do not use the logo as just the outlines of the
Do not add borders to any replication of the logo
iconmark on any surface
or to separate from background
The below is a list of misuse of logo usage for print, web, digital or collaborative purposes. Royal Enfield will not be officially endorsing or associating the brand with any logo variation listed here.
Do not rearrange/realign the logotype with the
Do not mix/use single colored icon mark with
icon other than indicated in logo usage metrics
dual colored logotype or vice versa
oyal
oyal
Do not use a flipped, reversed, or reflected
Do not rotate the logo unless packaging
iteration of the logo
materials dictate; it should always read with northstar on top
Do not remove the northstar element or any part
Do not color the logo disproportionately as
of the logo to make R & E more prominent
indicated below
oyal
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BRAND PERSONALITY TYPOGRAPHY COLORS PHOTOGRAPHY GRAPHIC ELEMENTS
BE NOT AFRAID TO WALK ALONE
BRAND PERSONALITY I FEEL THERFORE I AM
The brand Royal Enfield may not be all about engines in this new venture, and the voices may have opened up a bit, but in our hearts, the brand is all about the feeling: of pride, of confidence, of being free and powerful to just be yourself, of being infinitesimal (really insignificant) in the gaze of nature, yet a soaring superhuman on the inside. All the visual counterparts (colors, typography, graphic elements and the photography) of the brand are always modified/created to instill a greater sense of confidence in the mind of the consumer.
MOTTO:
The part of you that isn’t free of fears is the vestigal scar of spending years in a demanding, scrutinizing society. We are here to open your wings and give you a world you can call yours, a friend in unfamiliar places, and an opportunity to make your life yours own. Be strong. Be free. Be you.
TAKE A JOURNEY INTO YOUR SELF
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TYPOGRAPHY T H E S PA C E B E T W E E N Y O U R D R E A M S
The typography of Royal Enfield is boldly characterized by sans serif typefaces like Rift and Museo Sans to bring out the humanist, yet independent characteristics of the brand through similar traits in the letterforms themselves. The serif Abril text is used sparsely across the content to hint that the classic past of the brand prevails within the framework.
RIFT BOLD 22 PT
PAGE TITLE
RIF T LIGHT 14 P T
SUBTITLE
M U S EO S A N S 9 0 0
RUNNING TITLE
8 PT
M U S EO S A N S 5 0 0 6 P T / 10 P T
This is how the caption looks like and has to be used with high contrast if on a photograph (preferably in the corners, along the margins.
M U S EO S A N S 3 0 0 8 PT / 12 PT
ABRIL TEXT LIGHT 8 PT / 12 PT
ABRIL TEXT BOLD 6 P T K=2 0 0
RIFT BOLD 84 PT / 72 PT
This is how the body content looks in the sans serif typeface used in this system for the majority of textual representation. Explanatory text in preface/ book cover/ Introductory spreads F O L I O E L E M E N T // B O O K NAME
CALL OUTS
QUERENCIA Spanish (noun) A place where you are your most authentic self, from where your strength is drawn, where you feel most at home
A N E X T ENSIV E COL OR PA LE T T E FOR EMO TIONS Royal Enfield’s brand colors are the visible skin of the brand mission. The colors in this particular photograph are direct representations of freedom of spirit, the joy of movement, and the fearlessness of being oneself.
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COLORS: WARM AUSTR ALIENNE
BURNT SANDS C12 M83 Y100 K2
SALMON C5 M50 Y 75
P ER S I M M O N C0 M60 Y 75
FL A M E C0 M80 Y100
T ER R A COT TA C20 M95 Y100 K15
Warm colors in Royal Enfield indicate the characteristics of courage and strength. These particular shades of orange are derived from an unusual Vctorian fabric color, “Australienne”, which is described as a deep orange hue picked from the reddish sands of the Australian outback and desert.
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COLORS: CALM CERULE AN
WAT ER B EF O R E DAW N C100 M55 Y25 K5
PA S T EL B LU E C35 M10 Y15
A I R F O R C E B LU E C75 M35 Y25
PAY N E G R E Y C 7 5 M 5 0 Y4 0 K 1 5
DA R K C ER U L E A N D EP T H S C100 M40 Y20 K5
C ER U L E A N S E A C95 M5 Y10
O U T ER S PAC E C95 M4 4 Y 37 K65
Calm colors in Royal Enfield indicate the characteristics of freedom and movement. The slightly wide range of blues here are inspired by the depths of the Cerulean sea, and by the open sky after after sunsets and before sunrises. These colors are used in the system to create a sense of quiet reassuredness towards the brand and its many exponents.
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COLORS: UNUSUAL HALCYON
I N D EP EN D EN C E
L AU R EL
C 3 0 M 2 6 Y0 K 5 7
C 2 0 M7 Y 3 0 K 5
W I L D B LU E YO N D ER
S AG E
C35 M25 Y5
C 4 0 M 1 5 Y4 5
R O S E Q UA R T Z
XANADU
C30 M40 Y20
C60 M35 Y55 K10
O L D L AV EN D ER
MIDNIGHT MINT
C 5 0 M 6 0 Y4 0 K 1 0
C 7 5 M 6 0 Y6 0 K4 0
ANTIFL ASH WHITE C4 M2 Y2
C I N ER O U S C 3 5 M 5 0 Y4 5 K 5
These colors are, in fact, the most expressive palette in the system, and are used in brand implements (like the stationery) to represent the traits of travel, such as freedom, wanderlust, curiosity and fulfillment. These should be used sparingly to meaningfully tie their names to the brand.
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PHOTOGRAPHY E X P L O R AT I O N I S A WAY T O E X P R E S S O N E S E L F
The photography in Royal Enfield’s brand is influenced by wide open spaces (large white space), often with a person engaged in an activity or in the middle of a journey in natural, scenic or largely empty places, either alone, or accompanied by an active animal (like a dog).
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GRAPHIC ELEMENTS SCALING THE SKIES
The strength of the brand Royal Enfield is not only in its message and engineering design, but also in its versatility and transformative brand essence. This is best represented by merging unique and highly different lineal illustrative elements to highlight a message / activity / person in a photographic interface. These lines are inspired by the countours of mountains, the texture of waves, and by the shape of cirrhous clouds (erratic, thin, clouds prone to irregular shapes and have a tendency to be a lone cloud in the sky). These lines are thin and delicate, but form powerful, connective shapes and are only broken apart by the main focus in the photograph: a person involved in an activity, and/or a headline/title associated with that page (see all chapter opener spreads and the cover image).
These lines are all hand-drawn, making them a free-style illustrated expression, No two same linear expressions must appear on any consecutive series of images. The lines make an image, spread or layout more compelling, and should noever overwhelm the entire spread or layout. These do not cover more than 5% of any image, nor should be negligible. Always have them highlight the subject, the tone or the most important element within.
The line is an abstract framing device and is created by following natural shapes and contours from, predominantly, mountains, but can also resemble waves, currents and any irregular path as can be followed on an image.
The right-angled lines appear only when there is a living subject in the photograph, to indicate and make them more significant in the middle of the linear contours.
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EXPANSION CHART EXPANSION LIST VISUALIZATIONS
BRAND EXPANSION CHART T H E VA R I O U S FA C E T S O F C O N F I D E N T T R AV E L
The brand expansion is drawn directly from is aspirations towards travel, confidence and trust. The 3 major segments in this expansion are under travel, educational and social ventures for individuals who want to travel, learn and experience the joy of movement, the freedom of spirit and the pride of being themselves.
EDUCAT ION A L
SOCIAL
T R AV E L
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CARDS FOR CONFIDENCE
8
CONFIDENCE KINGDOM
13
CONFIDENCE CAMPAIGN
10
THE JOURNEY HAND
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TRIPMAKER
14
THE HEROES CLUB
16
PATHFINDER
3
TRAVEL MATE
22
HOBBY BUILDER
4
HALCYON MARKER
5
SABBATICAL WALLET
12
ADVENTURE HOSTS
15
DAYMAPPER
2
AIRMATE
6
ODYSSEY TRAILS
21
ATL AS WEAR
20
TRIP ALLY
1
NOMAD MARATHONS
11
GOURMAND
7
INTRACKS
24
RIDESHARE
19
JOURNEYER PREP
14
KINESIS
9
THE SAFE TRAVELER
BRAND EXPANSION LIST T H E VA R I O U S FA C E T S O F C O N F I D E N T T R AV E L
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
Confidence Campaign
Confidence Kingdom
Gourmand
Event to promote and appreciate
Specifically created environments
Service (and/or products) cus-
individual talents as a way to boost
for solo travelers to travel to, have
tomized for each traveler based
confidence in audience. Will be
life-changing experiences through
on their personal preferences and
combined with a retail booth and
activities that boost independence
allergies to help them connect
educational outreaches
and confidence
independently with foreign locals
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
Atlas Wear
Travelmate
Airmate
Attire and shoes that boost inde-
Customized products and services
International data service that
pendence (all-purpose + multiple
extended to each traveler to
provides iPhone unlocking services
usage features)
ensure that their self-sufficient
along with travel-friendly data
journey is well equipped for emer-
packages that work with either inter-
gency and convenience
national data providers, or with an RE satellite to provide basic contact services all across the world.
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
Safe travel Instruction
Hobby Builder
Kinesis
An event/workshop that can be
Exploration workshops for travelers
Like nPowerPEG, a travel battery
an extended way of being a safe
to learn and explore activities and/
that works with kinetic energy
traveler that teaches the travelers
or experiences they can connect
released in physical activities to
to be more independent
with to achieve a break from their
translate energy to smaller devices
monotonous routines
like phones or iPods
Internal Journey External Journey Internal+External
The expansion chart was based on the keywords, and more directly, each keyword represents akind of journey or the overlap between them: internal, external or both. The below list is the first list of what could be, as Royal Enfield’s vision takes over the new mission to build a more confident life for each one among the target consumers and participants.
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
Cards For Confidence
Trip Maker
Nomad Marathons
Card game to be played similar
Service to help document the
An event to promote positive
to “Cards Against Humanity” but
traveler’s experiences
activities and an opportunity to
focuses on making the players feel
connect with audience for educa-
more independent and unique
tional outreaches
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
Dietfinder
Odyssey Trails
Connector
A service that helps build a
Service + Experience to get solo
Internal currency/amenities portal
positive reinforcement through
travelers to make teams based on
for RE travellers. Includes Pop-up
diet schedules, anger/mood
exchanging skills necessary for a
stalls + co-branding opportunities
management techniques and a
geocaching experience
for easy currency exchange across
pocket-sized friend
the world that does not disrupt travel plans
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
Halcyon Marker
Sabbatical Wallet
Rideshare
A service to enable travelers/
Financial planner that helps
A transport service for solo
users to set short term goals and
manage daily finances for travel +
travelers to ensure that they are in
plan their routines to include one
adventure goals as well as works
trustworthy hands (co-branding
mini-adventure a day
with the internal currency portal
opportunity with Uber / Lyft /
to plan travel budgets
Airbnb / any airlines or bus services)
BR AND EXPANSION LIST CONTINUED
Internal Journey External Journey Internal+External
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
The Heroes Club
Adventure Hosts
Trip Ally
Volunteering opportunities with
An airbnb-like service to rent ad-
Bluetooth smart travel accessories
UNICEF, CRY and other interna-
ventures, i.e, local business own-
like a suitcase or a bag that you
tional organizations for social
ers/private enthusiasts renting out
can leave behind and still be able
service meetups.
fishing equipment, sailboats, etc.
to access remotely.
for someone looking to gain a new experience through adventures
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
The Safe Traveler
InTracks
Travel Aide
A service that acts as a 911, and
Like POPOs, this will be a service
Travel management service that
can be accompanied by a Dash
that maps out labyrinthine/medita-
keeps track of all your reservations,
Button, or other accessorial kit
tive trails to travel in your own local-
itenerary and journal. Also works
that helps the traveler stay safe
ity or city, to give you that break in
with the Budget manager to provide
throughout the trip. Also paired up
monotony and that peace of mind
enriched, timely information.
with a workshop
that you don’t have to pack for.
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
ROYA L ENF IEL D’S
Pathfinder
The Journey Hand
Contingency Cache
A localized compass-based digital
A comprehensive guide / magazine
Traveling alone, especially in search
kit for specific environments that
that helps prepare a beginner for
of an adventure, can be fright-
you are in, interacting with sur-
solo travel, and also aids them
ening and overwhelming. Travel
roundings to simulate directions
during and after.
insurances that cover up all your
and suggestions
belongings, transportaion costs and stay costs are just another way to reassure the independence of the solo traveler.
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BR AND VISUALIZATION 01
ROYAL ENFIELD’S
CONFIDENCE KINGDOM
These retreats are specifically created environments for solo travelers to travel to, have life-changing experiences through activities that boost independence and confidence Be it meditation, or be it never-ending hikes, RE’s Confidence Kingdom is your slice of paradise where you can explore your inner world surrounded by the wildest, freest expressions of nature.
This is the courtyard in every Confidence Kingdom that a person ends up in if they follow a trail through the surrounding wilderness. This is a crossroad junction between several trails and taking each one of them end up in a different courtyard, with a different set of roads to take.
There aren’t fixed routes to grow more independent or confident, but there are ways to feel like the ruler of your own life, by taking charge of the Kingdom’s several trail packages, where you can spend hours or days at an end, journeying through thickets or summits, bridges or rivers.
Situated across the world in places where there are mountains and water, each Confidence Kingdom offers a variety of hangout spots, local sports and chances to mingle with other travelers on geo-cacheing contests, adventure tours and hobby building events within each retreat.
EARTH, WATER, SKY The most amazing thing about RE’s Confidence Kingdoms are that every traveler who visits has the freedom to choose their iteneraries, their trails and how they spend their journeys without really needing a tour guide. This gives them a chance to trust themselves, and learn new things by themselves, through RE Guides, or even through other travlers they come across. Each Kingdom has an opportunity to travel with a local adventure host, who are small-business colaborators with Royal Enfield, specializing in indigenous experiences, and equipments necessary for the sport of the place, be it skiing, sailing or ATV riding.
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Typically local business owners, Adventure Hosts can also double up as specialized guides for experiences, like scuba diving in the Maldives for indigenous marine life, for example.
BR AND VISUALIZATION 02
ROYAL ENFIELD’S
ADVENTURE HOSTS
Along the way, you can miss out on smaller, more meaningful experiences because of big businesses hogging larger group experiences and ignoring the needs of solo expedionists. Finding local experience delights can be difficult, especially if you’re a tourist—which is why Royal Enfield connects local experience enthusiasts with solo travelers to offer a range of local adventures that are both guided and unguided, letting each explorer learn new things while on, say, stirrups.
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Adventure can be the word to define your solo travel, but it can come in many forms, depending upon your journey and the opportunities you can chance upon when you’re on a trip with Royal Enfield. The Adventure Hosts are a unique cross-section of small business equipment specialists, as well as local tour guides for experiences. The advantage of having such a nichÊ dweller is that there is a level of flexibility and intimacy to the traveler gaining the experience, that is oftentimes lost in the crowd that leans over a guard rail to see sea lions.
The Adventure Hosts are a service that is different and customized to each desitnation in a travel package, which makes every place unique and memorable.
WAKE YOUR WORLD UP Opportunities that often surpass the monotonous nature of routines, expectations and “regular” packages cater to fewer people, but offer more than just a trip. RE’s Adventure Hosts is a plethora of best-mentored personal experiences
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BR AND VISUALIZATION 03
ROYAL ENFIELD’S
TRAVELMATE
The Travelmate is a travel kit highly customized according each travel package a solo traveler wishes to take with Royal Enfield. This includes both physical products as well as digital services that act as a constant companion to the solo traveler in order to help them finish their personal journeys as well as preserve those memories.
Pairing up automatically with Adventure Hosts on the way ensures that you don’t have to carry everything in your physical travel kit, but can still find alternatives pretty quickly, adding to the fun
Imagine travelling light, but with a best friend in your pocket who knows all about where you are and what you can do around you, or with a digital rucksack that gave you access to everything you wanted but did not know that you needed it before you used it on a trip somewhere.
GO FORTH FEAR LESS
Royal Enfield focuses not on how much you spend, or how luxurious life can be, because we know that you are a glorious, unique human being. We celebrate you, your independence, your strength and your individuality
BR AND VISUALIZATION 04
ROYAL ENFIELD’S
CONFIDENCE CAMPAIGN
Royal Enfield believes that every person is unique, strong and brave, and has something different to give and take within this world. The Confidence Campaign is a series of events, meetups and workshops that encourages people to participate, showcase their unique skills and find a way to be themselves, free and unrestrained, and making a difference in the world by simply being their amazing selves.
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From hobby building activities to entrepreneurial, career changing perspectives, the Confidence Campaign gives stage to exploring the myriad facets of your own unique personality and uncovering the many ways your talents can add to the world around us.
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ROYAL ENFIELD’S
HOBBY BUILDER
Workshops with events to help build hobbies for anybody who cannot physically travel outside, but still need to find outlets to exercise their independence and individuality. Hobby Builder workshops scale from single pop-ups in multiple metropolitan to a fair-esque set-up in Confidence Kingdoms, and connect Hobby Hosts—who, like RE’s Adventure Hosts, are individual experts in several different activities—to enthusiastic participants, who take away from these workshops something that they can do in their own homes, at their own time, to take some time away from routine and still accomplish something personal at the same time.
Hobby Builder Events aren’t about just activities; they are about giving you a change to explore and find a passion that gives you the break from your daily routine, and makes you feel more accomplished by establishing smaller, significant goals that you can achieve as you master your passion in it.
Think about how much you liked playing with mud, but never got the chance to explore gardening because of apartment living. Hobby Builder workshops also offer a chance to open up to communal activities like public green walls, park renovations, city-commissioned street murals, etc.
If you’re a little more physical, and want to learn rock-climbing, skydiving, etc. and had never had the opportunity to do it, despite living in a place where all of this is possible, find friends in Hobby Builder events who can join you in overcoming your block and achieving even tenous activities like the above.
GO FORTH FEAR LESS
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RE’s Airmate is a comprehensive telecommunicative network service that aims uniquely to support international data networking for travelers.
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AIRMATE
Airmate is a data service that enables you to travel anywhere, without needing to transfer SIM cards, or hunker down after towers in remote places, or spend extensively to place a call home when you’re out of the country. Created exclusively for travelers on off-beat routes and want to build their own itineraries and travel paths, Royal Enfield’s Airmate keeps you untethered to local phone services and free of the fear of unknown roaming charges by your network service.
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Being unrestrained by local phone and data companies, you can do things you have always wanted to do without needing the help of somebody, just because you could lose networking signals. Take up your gear and connect to Airmate, and be off. If you need to contact someone in an emergency, now you can, without needing to break your head over switching plans, unnecessary roaming charges or lack of service.
The Airmate service, monitored by satellite communicative features, makes sure that you don’t lose your signal in the middle of nowhere, when you’re on a life-changing solo journey.
YOU AND YOURS ONLY
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GOURMAND
RE’s Gourmand is the line of food guides that keep you healthy anywhere you go. Whether you are on a solo journey or not, finding the kind of food that works best for you in a strange place is not an easy task. Gourmand, the word, calls out to the eater in every traveler interested in good food. Gourmand, the guides, makes sure that traveler has found the best food that also keeps them healthy.
Food across the globe is not only challenging in terms of being different cuisines, but the ingredients are different from country to country, or have different names, making it a tricky prospect for travelers with allergies to travel freely and/or trust local vendors.
The guides are small, soft-bound and easy to travel with, enabling the solo traveller to take them anywhere above ground and use it on the go. Each guide is custom created for a specific country, and built in a size where you can pack 5 into a suitcase, and carry one with you in a bag or jacket pocket wherever you are headed. The Gourmand guides are custom prepared for each user, and exist in 3 series: general, allergic and diabetic, covering food and food products in over 20 countries. There is also a general guide to food travel around the world that is complimentary with the order of any one guide.
EAT YOUR HEART OUT Local vendors in touristy countries are well versed with foriegn languages, but off beat itineraries, while being more interesting, are also riskier in getting the meal you really need in places where you do not know local names of the available food.
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While one person can be a Tracker, another can be an Extractor, another the Curator and so on. Every member of the team, being different, end up being irreplaceable on the team.
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ODYSSEY TRAILS
Odyssey Trails by Royal Enfield is geocacheing with a team you’ve never met, but fit into neatly, like jigsaw pieces in a puzzle; it is a team-oriented game set across Confidence Kingdoms and historic trails all around the world. Each team is a group of 6-10 individuals who are all different and carry different assignments withing the group. The nature of the game is that every person in the team has to be relied upon at some point, rendering a loop in building confidence around the team with every completed task.
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The tracking trails always start from a historic landmark, formation or ruin, which makes the strating ground for every team even. The clues and tracks, however, differ from team to team, because of the fact that every task is an experience, not a crazy race between who can reach where first when everyone has to go to the same place for every stage.
Eventually, all trails lead to a last, common ending place. This is the only spot where the final object is the same across teams, and determines the prize, which are Royal Enfield travel priveleges and accessories.
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CARDS FOR CONFIDENCE
Cards for Confidence is Royal Enfield’s hand-sized power tool for interpersonal communication, designed to elevate the levels of motivation and self-confidence in the users. It is an expandable card deck that can be played between 2 or more players as a bonding exercise on trips, but because of the size and easy application, it can be played anywhere at any time among friends or strangers.
Royal Enfield focuses not on how much you spend on a physical journey, but on how far you move across internal landscapes.
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Making friends while you’re travelling can be a challenging prospect, especially if you’re alone. However, RE products are there for you no matter whether you choose to bond with strangers or flip cards with yourself to keep you entertained.
INSPIR ATION: The cards were closely inspired by Cards Against Humanity, a drinking game that has to be played by groups of people to reveal dark secrets. While the goal of this product was to keep people entertained with secrets, Royal Enfield’s goal was primarily about inculcating a deep sense of confidence in oneself by playing the game.
LIFE IS ONE BIG TRANSITION QUOTE BY WILLIE STARGELL
THE CONFIDENT FUTURE CHANGING PERSPECTIVES
Here at Royal Enfield, we are not just concerned about our consumers, but also about their futures, for theirs is ours. This is what we believe in, what we trust in, who we rely upon. The end of something is usually the beginning of something else, and this is true for all things that exist, even brands. The end of the industrial Royal Enfield is today the beginning of the new, technologically sensitive Royal Enfield. In the beginning, the “Royal” stood for the King’s blessings. Today, it stands for the fact that we are our life’s rulers, and our existence our kingdoms. This is us, being strong, being free, and being true.
RESOURCES
Adventure Jobs Worldwide http://www.backdoorjobs.com/adventureabroad.html
How Solitude Can Change Your Brain in profound ways – J. Porter https://www.fastcompany.com/3052061/lessons-learned/howsolitude-can-change-your-brain-in-profound-ways
History of “Royal Enfield”. (The Gun) http://www.motorcycleexpeditions.com/history-of-royalenfiled.php
The 500 Most Valuable Brands Around the World Forbes Magazine, Fortune 500 Companies, Year 2015
Why is Royal Enfield still popular? https://www.quora.com/Why-is-Royal-enfield-so-populardespite-having-redundant-technology-and-not-muchimprovement-since-60-years
Motorcycling America http://www.bikernet.com/pages/Motorcycling_America.aspx
IMAGERY
Brand Photography https://unsplash.com/collections/560518/ekla-cholo-rey
PHOTOGRAPHERS WHOSE WORK WAS FEATURED WITHIN TREVOR CLEVELAND
MATHIAS JENSEN
JASPER GIU
DANIEL FUNES FUENTES
TERRY CROVO
MARTIN REISCH
JARED SLUYTER
CRISTINA GOTTARDI
TEDDY KELLEY
MARGARIDA C SILVA
JAKOB OWENS
CHRISTOPHER SARDEGNA
STEVEN LEWIS
MANTAS HESTHAVEN
JAKE MELARA
AUSTN NEILL
SAMUEL ZELLER
LANCE ASPER
JACK ALEXANDER
ATLAS GREEN
ROWAN HEUVEL
LACEY RAPER
FLETCHER CLAY
ANTONIO GROSZ
ROB BYE
KRISTOPHER ROLLER
FILIPE MENDES
ANGELA FRANKLIN
RICHARD NOLAN
JOSHUA NEWTON
ERIC HUANG
AMY HUMPHRIES
PEDRO LASTRA
JOSHUA EARLE
DAVIDE CANTELLI
ALICE ACHTERHOF
MITCHELL BRYSON
JONATAN PIE
DAVID MARCU
AARON BURDEN
MAX WILLIAMSON
JEVGENIJ VORONOV
DARIUS SOODMAND
Adobe Stock https://stock.adobe.com
LICENSE ID
STOCK AUTHORS
#25400047
TYLER OLSON ©
THE LIBER ATION OF SPECIFICATIONS
Royal Enfield, The Visual Standards Manual was typeset in Museo Sans, Abril Text and Rift, all of those availed from Adobe’s TypeKit.
Printed on Red River Paper 32lb Matte Doublesided, through an Epson 3880 Stylus Pro Inkjet printer, and bound at Plotnet, San Francisco, CA.
Compilation, Strategy & Design Student ID Instructor Class Semester Program Institution
Harini Venkataraman 04025935 Hunter Wimmer GR 604: Nature of Identity Spring 2017 MFA Graphic Design Academy of Art University, San Francisco, CA
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