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Brand Guidelines helium creative
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Inside Logo Logo Usage Logo No No’s
Typography Fonts Hierarchy Usage
Elements Color Usage
The Yacht Play Difference The Story Positioning Statement Mission Statement
Language Key words
Tone Client Photography
The images used are not owned nor are they represented to be owned by helium creative, LLC., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.
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Logo Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly compliment the brand. helium creative
FINAL LOGO The logo for Yacht Play gives an alluring and sophisticated appeal for the effortless lifestyle brand. The feel is intended to capture the essence of the yacht charter experience, while instilling the passion and personalization that Yacht Play offers to their affluent market.
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THE MARK The mark without the flag is intended to stand alone as an identifier in place of the full logo as needed. yacht play
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logo [logo usage]
DO’S + DON’TS To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage, then the great big logo no no’s.
CORRECT LOGO USE ON WEBSITE The flagged Yacht Play logo is always anchored to the left-hand side of the browser screen. helium creative
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CORRECT LOGO USE ON FLAT-COLORED BACKGROUND The Yacht Play flag will be white with blue letters.
CORRECT LOGO USE ON WHITE BACKGROUND The Yacht Play flag will be navy with white letters.
CORRECT LOGO USE WHEN ACHORAGE IS NOT IDEAL ON FLATCOLORED BACKGROUND The Yacht Play logo without the flag is used in white when anchorage is not ideal per design.
CORRECT LOGO USE WHEN ACHORAGE IS NOT IDEAL ON WHITE BACKGROUND The Yacht Play logo without the flag is used in navy when anchorage is not ideal per design. yacht play
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logo [logo usage]
PADDING Allow for at least the width of the ‘Y’ of Yacht Play surrounding all sides of the logo to pad appropriately. No competing elements such as text should interfere with this negative space.
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logo [no no’s]
1. ADDING ELEMENTS Adding other graphic elements such as strokes or drop shadows are not Kosher.
2. SKEWING THE LOGO The logo must always be scaled proportionately. Never skewed or stretched.
3. ADDING SPACE TO THE LOGO The logo must always maintain its integrity. No adding spaces amongst the letters.
4. ALTERING THE LOGO Don’t mess with a good thing! Let it be. No playing with the fonts, the sizing or scale.
5. BOXING IN THE LOGO The logo is only shown in open space with ample padding around it. Do not enclose the logo within a box to accommodate a photo background. Darken the photo!
6. CHANGING COLOR No weird colors, please! Let’s keep it classy.
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PROXIMA NOVA The Proxima Nova family is a clean, geometric sans serif typeface with strong options for body copy, headlines and call-outs. Both the web and print variations of Proxima Nova translate well across varied platforms, communicating a consistent and modern brand aesthetic. Proxima Nova Light and Semibold are both used for call outs and sub headlines. They can be used interchangeably depending on the background image, color, or visual strength. Small caps is used for all call outs, subheads, typographic points of interest [like pull quotes or brand statements] titles, and buttons. Make sure CAPS LOCK is not activated when using Small Caps to avoid altering the refinement of its visual presence.
proxima nova light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz proxima nova light uses: + call outs + sub headlines + brand statements [alternate: proxima nova regular]
Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
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proxima nova semibold
proxima nova light small caps
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
a h o v
proxima nova semi bold uses:
proxima nova light small caps uses:
+ call outs
+ buttons
+ primary headlines
+ pull quotes / brand statements
+ brand statements
+ titles
b c d e f g i j k l m n p q r s t u w x y z
+ call outs [alternate: proxima nova bold]
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typography [fonts]
TISA PRO Tisa Pro is a web-friendly, easy-to-read font great for body copy and is ideally suited for small text. It is a serif, clean typeface that does not take away from the message or design, while marrying with the main font, Proxima Nova. Tisa is used for all body copy with Regular as the primary body copy weight.
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tisa pro regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz tisa pro regular uses: + body copy
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typography [hierarchy]
Display 1. d i s p l ay d i s p l ay d i s p l ay
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DISPLAY 1 Proxima Nova Semibold 20 pt tracking Leading: Equivalent to pt. size
DISPLAY 2 Proxima Nova Light 120 pt tracking Leading: 2pt < pt. size Small caps
Subheadline.
SUBHEADLINE Proxima Nova Light 20 pt tracking Leading: Equivalent to pt. size
Body Copy
BODY COPY Tisa Pro Regular 10 pt tracking Leading: 1.4 pt > pt. size
b u t to n
BUTTON Proxima Nova Light Tracking 120 pt
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d e s t i n at i o n s
Welcome to the vacation youâ&#x20AC;&#x2122;ve always dreamt of. This is what a primary display subheadline looks like. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam ornare dictum ligula. Maecenas elementum suscipit nisl. Cras imperdiet leo ac felis dictum luctus. Pellentesque odio nisi, accumsan nec, scelerisque sed, consectetuer nec, justo. Sed tortor sapien, suscipit id, pulvinar vel, elementum id, lorem. Nullam consectetuer risus sit amet nibh. Vestibulum consectetuer, quam vitae euismod volutpat, magna magna consectetuer dui, et accumsan magna dui non nibh. Morbi adipiscing consequat erat. Vivamus quis massa eget orci fermentum laoreet. Morbi posuere purus. Duis feugiat lacus vel nisi. Aliquam ipsum felis, pretium sed, vehicula vel, dictum eget, nibh. Morbi turpis nulla, luctus viverra, pretium in, suscipit vitae, purus.
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DISPLAY 2 Proxima Nova Light 20 pt size 120 pt tracking Small caps Leading: Equivalent to pt. size
DISPLAY 1 Proxima Nova Semibold 23 pt size 20 pt tracking Leading: 2pt < pt. size SUB HEADLINE Proxima Nova Light 17 pt size 20 pt tracking Leading: Equivalent to pt. size BODY COPY Tisa Pro Regular 9 pt size 10 pt tracking Leading: 1.4 pt > pt. size
CLOSURE Yacht Playâ&#x20AC;&#x2122;s diamond
BUTTON Proxima Nova Light 11 pt size 120 pt tracking Small caps
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typography [usage and examples]
This is a headline for this dream destination. This is what a primary display subheadline looks like.
d e s t i n at i o n s
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam ornare dictum ligula. Maecenas elementum suscipit nisl. Cras imperdiet leo ac felis dictum luctus. Pellentesque odio nisi, accumsan nec, scelerisque sed, consectetuer nec, justo. Sed tortor sapien, suscipit id, pulvinar vel, elementum id, lorem. Nullam consectetuer risus sit amet nibh.
book this charter
western mediterranean
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Ohana - Motor Mega Yacht
Fantasy Island - Catamaran
La Manguita - Motor Yacht
Weekly Rate From $ 3 6 0,0 0 0 / W E E K *
Weekly Rate From $ 2 8 , 5 0 0 / W E E K *
Weekly Rate From $ 3 2 , 4 5 0 / W E E K *
Length 1 4 2 ’
Length 6 5 ’
Length 6 0 ’
Accomodates 1 2 G U E S T S / 9 C R E W
Accomodates 5 G U E S T S / 3 C R E W
Accomodates 7 G U E S T S / 5 C R E W
Current Location S O U T H O F F R A N C E
Current Location C A R I B B E A N
Current Location B A H A M A S
inquire
inquire
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COLOR The Navys Yacht Play navy creates a direct feeling of water, cleanliness, and the salty ocean air, while enabling an overall trusted and confident brand. The Whites The light and bright Yacht Play white create a neutrality against the navy, creating engaging contrast at the same time. The white is sophisticated and pure.
Elements Color, texture and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative
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TRANQUIL NAVY Pantone 5463 U RGB 49, 73, 84 CMYK 82, 61, 50, 35 # 314854
MORNING MIST Pantone 7545 U RGB 124, 139, 146 CMYK 55, 38, 36, 3 # 7B8B92
SERENITY BLUE Pantone 5523 U RGB 190, 220, 216 CMYK 25, 3, 15, 0 # BDDCD7
SUNNY GOLD Pantone 7406 U RGB 239, 186, 28 CMYK 6, 27, 100, 0 # EFB91C
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The story Yacht Play is a luxury yacht charter company like no other. Bespoke itineraries provide the finest yachts, professional crew, incredible destinations and activities. Foremost a lifestyle brand, appealing to a personâ&#x20AC;&#x2122;s desire to escape the everyday, a portal to a dream like world where every expectation is exceeded. Years of hands-on industry experience allows Yacht Play to give clients a backstage pass to the worldâ&#x20AC;&#x2122;s most alluring destinations. A desire to share these personal experiences, introducing clients to the intrigue and serenity of life on the water, the ability to be in the best locations yet still away from it all. Itâ&#x20AC;&#x2122;s the creation of a personal haven, in the midst of the limelight; a place to enjoy the finest luxuries yacht chartering has to offer, to escape reality. Paired with ambitions to provide personalized, all encompassing service to ensure clients have an experience like no other, beyond what they knew was possible.
The Difference What makes the brand unique? How are we going to stand out from the herd? The position statement, mission and overall values help define who we are and why we do what we do unlike anyone else. helium creative
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the difference [positioning + mission]
Positioning Yacht Play offers discerning travelers the ultimate customized yacht charter escape developed from years of hands-on industry experience.
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Mission Statement: To pull our clients from their reality into ours. A world where excitement never ends, new experiences abound and the escape is endless.
Yacht Play is luxury. We are adventure. Freedom. yacht play
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Language The voice of your brand is key to itsâ&#x20AC;&#x2122; success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative
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VOICE
TAGLINE
Yacht Play is a seasoned mariner, yet refined and wellversed in the luxuries of the world. A desire to share a love for life at sea, the mystery and intrigue of a place accessible to the select few.
Luxury. Adventure. Freedom.
The Yacht Play voice is warm and approachableâ&#x20AC;&#x201C;that of an old friend. An immediate feeling of a trusted, experienced traveler that speaks to their client with sincere insight, creating adventures tailored to every need. yacht play
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language [keywords]
4. [worldly traveled] Like a friend with all the best connections, Yacht Play is a seasoned voyager who knows the ins and outs of the most desirable destinations on earth, all the while providing a level of service thatâ&#x20AC;&#x2122;s unsurpassed.
KEYWORDS When Yacht Play is discussed, there is an emphasis on several main terms to describe the brand. These terms will help when communicating who Yacht Play is both verbally and written.
5. [personalized]
1. [luxury] An elevated product, sophisticated yachts, high-level and detail-oriented, personalized service, and tailored travel experience.
Voyages tailored to each and every client, from crew and yacht selection to destinations and daily itineraries. Like a custom made suit crafted from the finest materials that hugs every curve just right, Yacht Playâ&#x20AC;&#x2122;s tailor-made charters fit every client perfectly.
6. [serenity] 2. [tailored experience] A journey tailored around each detail, a service personalized to every need.
Yacht Play provides an experience just like heaven. A breath of life. An opportunity to exhale, to find freedom in the escape.
7. [escape] 3. [reverie] An essence of breathtaking and serene nautical life allude the idea of a dreamlike setting. helium creative
Veils of time pirouette against the wind while all else is lost. Uninhibited tranquility cocooned in the oceanâ&#x20AC;&#x2122;s embrace.
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MOOD + STYLE: CLASSIC, EFFORTLESS ELEGANCE Yacht Play is an adventurous and confident brand, born from passion with roots planted deeply in the industry. To extend the at-sea serenity and rapture that only a true venture could know. Offering a piece of untouched freedom, a personalized escape catered to the client, aboard only the finest yachts, staffed with professional crew headed for the most amazing destinations in the world. Yacht Play embodies this classic, and effortless elegance through images of breathtaking and serene nautical life paired with dominantly bright, vivid + bold photographs of journey and freedom. There is a nod to St. Tropez and classic French influence to incorporate the romance of travel and yachting, while infusing clean, contemporary elements to bring a sense of the modern luxury. Calm and tranquil ambiances of destinations and leisure juxtapose the energetic and dynamic imagery of adventure.
Tone The tone + style of the brand is woven throughout all advertising, promotional and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. yacht play
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tone [visual reference]
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THE CLIENT: Yacht Play is the seasoned traveler, the cultured and uninhibited voyager. The socialite who has sailed life to find living with her hair down is more fulfilling than a taut bun. Yacht Playâ&#x20AC;&#x2122;s client market is affluent, a refined male/ female from their late thirties to mid sixties. They are looking for the catered, high-level yacht experience that can offer adventure and serenity in an otherwise busy life on shore.
Customer Knowing your market is crucial when understanding who to target. What are their interests, demographics, personality traits? helium creative
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SAILING + SUPER YACHT SHOTS Photography of sailing and mega yachts embrace the complete story of the Yacht Play lifestyle. The elegance of sails blowing in saltwater winds, bright whites against deep contrasting dark blues, and the sense of feeling relaxed upon soothing views of the horizon. Imagery of bows breaking waves contrast the anchored yachts on tranquil teal waters, all while embracing the luxury of vacationing in dream destinations. These images make the viewer feel present and able to sense what it is physically like to be aboard these charters, creating an emotion at peace yet effervescent.
Photography Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection and consistency of images is important for brand standards. helium creative
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photography
INTIMATE SHOTS Intimate [macro photography shots illustrating timeless moments of subject becoming one with their surroundings] shots are used to juxtapose the thrilling adventure shots, while creating an immediate connection to the luxury + elegance shots seen on the opposite page.
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LUXURY + ELEGANCE The photography should not limit the viewer in any way. It will bring our audience into the shot as if they are there. Front face photographs should be used sparingly and always be candid. The majority of the shots should have the personâ&#x20AC;&#x2122;s back turned to the camera or a side profile. Nothing overtly posed or appearing as stock. These images should give the sense that a fleeting moment in time has been captured, very much similar of the intimate shots. The yacht is often part of the moment, but the feeling of enjoyment in the surrounding environment holds primary significance.
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photography
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DESTINATION
Images of extraordinary destinations are the finishing touch to the Yacht Play brand. They are the end result, the finish line to long days at sea. The feeling of expansiveness meets scenes out of a Mediterranean-based film. These images showcase vivid +lush colors, or perhaps a black and white moment.
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photography
ADVENTURE These images are supporting photographs that aid in telling the overall story. They are truly captivating, engaging photos that feature travelers embracing activities in the new environments that their charters have led them to. The yacht becomes the catalyst, and the guests are catapulted into adventure.
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