LONELY PLANET BRAND GUIDELINE
Hera Cho Communication Design 4 G. Herrera Spring 2016
BRAND ELEMENTS
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LOGOTYPE
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APPLICATIONS
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WHAT WE STAND FOR
OUR VISUAL IDENTITY
HOW WE DELIVER
BRAND ELEMENTS
BRAND HISTORY That’s all Tony and Maureen Wheeler needed for the trip of a lifetime. They met on a park bench in Regent’s Park and married a year later. For their honeymoon, they decided to attempt what few people thought possible - crossing Europe and Asia overland, all the way to Australia. It took them several months and all the money they could earn, beg or borrow, but they made it. And at the end of it all, they were flat broke… and couldn’t have been happier. Urged on by their friends, they stayed up nights at their kitchen table writing, typing and stapling together their very first travel guide, Across Asia on the Cheap. Within a week they’d sold 1500 copies and Lonely Planet was born. In 2013 Nashville-based media company, NC2 Media, acquired Lonely Planet from BBC Worldwide. BBC Worldwide had first acquired a share in the company in 2007 before becoming sole owners in 2011. Today, Lonely Planet has offices in the Australia, UK, USA, India and China with over 400 employees and 200 authors. Lonely Planet is still driven by the philosophy defined in Across Asia on the Cheap: ‘All you’ve got to do is decide to go and the hardest part is over. So go!’
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TITLE
“A beat-up old car, a few dollars in the pocket, and a sense of adventure.� 13
Brand Elements
BRAND MISSION & VALUE Lonely Planet’s goal is to enable people to have amazing experiences more often because travel makes life better. We aim to inspire and inform anyone with the desire to explore and connect with the world. Sharing the thrill of discovering something others might miss.
INFORM. EXPLORE. CONNECT. DISCOVER. Lonely Planet Guideline
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Brand Elements
BRAND STEERING WHEEL WHO AM I?
WHAT AM I LIKE?
-honest travel inspirer -affordable -reliable
-inspire -inform -explore -connect -discover -committed -trust
WHAT DO I OFFER? -amazing experiences -affordable guidebooks -e-books -award winning website -magazine -forum -11 different languages
HOW DO I PRESENT MYSELF? -Freight and Helvetica -vibrant images (Scenic, Landscapes, People) -blue
TONE OF VOICE
INSPIRE. HELPFUL. FRIENDLY. TRUSTED. Lonely Planet Guideline
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PRESENT AUDIT
TOMS Comfortable, Efficient TAXI Designated GERMAN SHEPHERD Trusted, Loyal
STOOL Convenient BLUE SILK Comfortable, Static HELVETICA Approachable, Over-used
HOTEL Cookie Cutter, Static, Rectangular LAKE Fun, Playful PIÑA COLADA Cliché, Predictable
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Brand Elements
FUTURE AUDIT
VIBRAM 5 FINGERS Comfortable, Efficient, Universal RICKSHAW Designated, Exotic, Cultured PARROT Approachable, Experienced, Adventurous
THERMA-REST Supportive, Convenient, Easy-to-use OCEAN BLUE Impactful, Motion, Perseverance BELLABOO Personable, Character, To-the-point
AIR BnB Personality, Lively, Vibrant CLIFF JUMPING Fun, Exhilarating, Adrenaline NALGENE Cheap, Affordable, Pure, Recyclable
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Brand Elements
PHOTOGRAPHY Lonely Planet’s photos have been carefully chosen to express and convey stories and experiences from around the world. It is critical that LP recognizes and shows that our brand can be trusted. Through the photography, consumers can feel comfort and ease when using our products. SHOOTING SPECS Having images that are from eye-level views helps to achieve the fell of the location and culture. They establish a feeling and tells stories that LP helps make possible. Lastly, the style of photography should be warm and inviting.
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GRAPHIC LANGUAGE Illustrative, fun, exciting, colorful & personable
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Brand Elements
TYPE STYLE Personable and Authentic
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FORM & DETAIL Organic shapes, randomness, and spontaneity
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Brand Elements
MATERIALS & TEXTURE FRAYED COTTON free and flowing NYLON BACKPACK strong and durable LEATHER wear and tear but tells a story
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TAGLINES Depending on the image used with the taglines, they can have wide range of usage or be specific to the photo depending on the surroundings and circumstances.
SPIRITUAL CURE. SPIRITUAL HEALING. B RIGHT INTO PLACE. YOUR JOURNEY START SHARKS HERE. ETERNAL YOUTH. THE (O HERE. A DIFFERENT TYPE OF RITUAL. DAN 25
Brand Elements
BE THE PIONEER OF YOUR FUTURE. FIT RTS HERE. LOSE SIGHT OF FAMILIAR TY. NO ORIGINAL) COLOR RUN. NO MICROWAVE NCE THE NIGHT AWAY. Lonely Planet Guideline
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SONG & SOUND Everything-City of the Sun Grace-Tony Anderson When hearing this type of music, it makes you feel adventurous. This is the mood and feeling that represents Lonely Planet. The crisp sounds of footsteps in the gravel represents Lonely Planet. This is encouraging for people to step away from the cities and walk off the asphalt. Helen Mirren’s voice is a representation of Lonely Planet because she is trustworthy and reliable. Her voice sparks adventure and spontaneity.
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Brand Elements
INSPIRATION IMAGES Whimsical and Colorful
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Brand Elements
COLOR & ATMOSPHERE Our primary color palette is made up of a spectrum from the rainbow. This wide variety invokes excitement and adventure. The colors embodies Lonely Planet’s traits to their full extent. We have seven different primary colors that represent each continent in the world. We use all of these colors to signify the presence of Lonely Planet in people’s lives. The use of maps are important during travel. We took the bright colors from a physical map to inspire us. Amaranth is used for out logo against a light background. Otherwise, white is used for the logotype against a dark background. Our Secondary colors help Lonely Planet communicate thoughts and additional facts.
Scarlet
Tiger Lily
Tuscan Sun
266.118.81 #E17651 0.62.69.8
249.166.63 #F8A63F 0.40.85.0
255.227.83 #FFE253 8.8.79.0
Iredescent Emerald 162.206.79 #A2CD4E 41.0.89.0
Blue Lace
Imperial
111.205.244 #6ECCFF3 50.1.0.0
145.136.182 #9188B6 37.40.0.11
Tropical Dragonfruit 201.98.65 #C961A5 18.75.0.0
Amaranth 80.32.35 #4F2023 66.95.90.40
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TYPOGRAPHY The typeface ____, was chosen to work in all scales and express Lonely Planet’s personality in every letter form. Caecilia Bold: We use Caecilia Bold as our primary typeface for our logotype. Brown Regular: Brown Regular is used for longer running body copy and facts. Case: Sentence casing is preferred for all communications. All CAPS are necessary for Statements…because making a statement is a thing for Lonely Planet. Line Spacing: Line Spacing should be set at 8.4pt. Letter Spacing: Letter Spacing should be set at Optical. Justification: Type should be set flush left, rag right.
Aa Aa 31
Brand Elements
Caecilia Bold
Brown Regular
abcdefghijklmnopqrstuvwxys ABCDEFGHIJKLMNOPQRSTUVWXYS
abcdefghijklmnopqrstuvwxys ABCDEFGHIJKLMNOPQRSTUVWXYS
TYPOGRAPHY Brown Bold: Brown Bold is used for subheaders and subtexts. Statement: Our handwritten type named Statement definitely makes a statement. Because it is handwritten, no two letters are the same which makes it personable. Statement is used for headlines and phrases. Case: Sentence casing is preferred for all communications. All CAPS are necessary for Statements‌because making a statement is a thing for Lonely Planet. Line Spacing: Line Spacing should be set at 8.4pt. Letter Spacing: Letter Spacing should be set at Optical. Justification: Type should be set flush left, rag right.
Aa Brown Bold
Statement
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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STATEMENT TYPEFACE SKETCH
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Brand Elements
STATEMENT TYPEFACE SKETCH
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Brand Elements
STATEMENT TYPEFACE SKETCH
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LOGOTYPE
CURRENT LOGO The Lonely Planet logo is one of the most important assets to the company that is recognized as the leading traveling companion all over the world. LP’s logo has the maximum visual impact over the monogram or logo mark. LP chooses which logo to use based on the size constraints and layout space.
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INITIAL SKETCHES
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Logotype
INITIAL SKETCHES
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LOGO SKETCHES
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Logotype
TYPE STUDY
the se rif poplar black
poplar black
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LOGO LOCK-UP THE PINWHEEL was inspired by the seven continents of the world. The shapes replicate thought bubbles and conversation bubbles; both experienced when traveling. They also represent destination pinpoints as to say that Lonely Planet is never far behind with facts, thoughts, and opinions about specific countries and places. Whimsical and colorful
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Logotype
STACKED & HORIZONTAL The stacked and horizontal logotype are other ways and also good options to show off Lonely Planet.
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MONOCHROMATIC LOGO The monochromatic logotypes should only be used when there aren’t enough colors to reproduce the logo in color.
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Logotype
LOGO DON’TS To make sure the logo looks consistent, we’ve found a few ways that we don’t want our logos to appear:
DON’T make too small DON’T stretch or skew
DON’T move logomark seperately DON’T rotate
DON’T change the colors DON’T use opacity
DON’T use effects
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LOGO ANATOMY
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Logotype
LOGO CLEARSPACE In order to preserve the integrity of the logo, it is important that nothing gets in its personal space. It doesn’t like warmth moist air down its neck. When using the logo, scale all of the elements together. Do not scale the logomark separately from the logotype. The height of the “n” represent the clearspace needed around the logo.
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APPLICATIONS
ENVIRONMENT
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ZAMBIA
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Applications
STATIONERY
June 12, 2016 Mr. Dave Morrissey 1600 Campus Rd, Los Angeles, CA 90041 Mr. Dave Morrissey, Please allow me to introduce the bearer of this letter, Ms. Catherine Nasslund. Catherine is the architect that I spoke to you about last week when we talked on the phone. As I explained, I am working on a feasibility study for one of the university programs here in Oakland that is considering the development of an Executive Management Training Centre. Part of my study involves having to estimate the possible fit-up costs for the proposed new centre.
510 250 6400 150 Linden Street, Oakland, CA 94607
The client is intent on making sure they get a “state-of-the-art” executive training facility. Naturally I thought of my alma mater at Occidental College. Executive MBA Center, as the perfect example as to how it’s done. As we discussed, if you would be kind enough to have one of your staff members spend about one hour giving Catherine a tour of your facilities there, I would very much appreciate it. Catherine tells me that it is important that she take the tour when the classroom and case rooms will not be in use, since she will need to take various measurements. As you suggested, Catherine contacted Sharon Hudson of your staff to make sure that she would be traveling there at a time when it would be possible to do everything she needs to do. Thanks so much Mr. Morrissey. I really appreciate your co-operation on this matter. All the best, Daniel Houghton, M.B.A. CEO
150 Linden Street, Oakland, CA 94607 510 250 6400
Daniel Houghton CEO 310 123 4567 danielhoughton@lonelyplanet.com
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Applications
SHOP
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PHONE
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Applications
TABLET
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