est.2015 BRAND STYLE GUIDE
Contents 4 5 6 7 8&9 10 11 12 13 14 15 16 & 17 18 & 19
Brand Essence Mood Board Typography Logo Usage Colour
Tone of Voice Pattern Logo Rules Area of Isolation Logo Size Logo History Photography Applications
4
Brand Essence The Camp Xpress brand is one that is modern, chic and welcoming. The background of the logo is showing the audience that the camp is set in an urban setting through the building elements but still has a hint of the make up aspect. The pattern shows off more modern, city elements with the make-up reminder
est.2015
Mood Board
The mood board was the deciding factor on how the style of the brand was going to be. It set the tone and direction and also the imagery that might be used. The mood board is used as a reference point in which the designer can go back to in order to get inspiration.
5
6
Typography Header
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
Pack my box with five dozen liquor jugs.
Header font and size alphabet
Header font and size example sentence
Body 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
Pack my box with five dozen liquor jugs.
Body font and size alphabet
Body font and size example sentence
If font unavailable use Open Sans
Logo Usage
7
est.2015 Regular Colour version
Greyscale Version
est.2015 Reverse version
Horizontal Version
These are the only versions that are acceptable to use.
Colours
8
These are the Primary colours used in the this branding. Pantones used in the logo.
RGB 69 84 79 HEX 45544F CMYK 69 44 46 52
RGB 205 211 37 HEX DD325 CMYK 23 0 100 0
RGB 215 53 113 HEX D73571 CMYK 0 87 20 0
Colours
9
These are the Secondary colours used in the this branding. They are used in the pattern and can be applied to any additional branding applications.
RGB 163 221 241 HEX A3DDF1 CMYK 33 0 2 0
RGB 131 131 131 HEX 838383 CMYK 51 42 42 6
RGB 255 221 39 HEX FFDD27 CMYK 2 9 93 0
10
Tone of Voice
The tone of voice for this brand and logo give the audience a welcoming environment that allows youth to express themselves in an creative output. It allows them to show it through formal, professional make-up, day-to-day looks as well as complex FX special effects. We want youths from all ages, genders, and backgrounds to feel welcome at our camp and to feel like they can show off their true colours.
Pattern This pattern can be used alongside the logo as well as used to express the brand on items such as the website, booklets, or pamphlet
11
12
Logo Rules
These are the rules:
Scale by proportion
Not scaling with proportion
Use the greyscale
Tilting or rotating on angles
Use the reversed version
Changing the colour of the logo
Area of Isolation
The area of isolation around the logo is the width of the “X” in the word Xpress.
Actual size of space
est.2015
est.2015
13
Logo Size
14
Minimum length 1 inch
est.2015
Minimum width 1/2 inch
The minimum size is important to brand in order for the logo to keep it’s integrity
Logo History
15
The history behind the logo is a short, yet rich one. It’s one that our brand is proud of. The logo allows people from different backgrounds and experiences to translate the logo from their own personal history. The colours represent diversity, teamwork, and also the classy, city look that our brand tries hard to maintain.
est.2015
est.2015
16
Photography
The photography used with this branding and log should have muted tones and have low contrast. Large depth of field is recommended . These images should contain make-up tools, people applying make-up, cityscapes such as buildings, skylines and various objects found in city settings.
Photography Using cool colours, the brand is able to give off a feeling of relaxed and chilled mood. It will also show off the chic, city life that our camp is located in. Black and white images are also acceptable
17
18
Applications
Examples for how the logo and branding can be displayed
Applications
Examples for how the logo and branding can be displayed
19
Camp Xpress Š Designed by Jessica Croft