PULLMAN
// Visual Standards Guide
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Chapter 3
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PULLMAN
// Visual Standards Guide
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03 Visual Standards Guide Jiajun (Sally) Huang
TABLE OF CONTENTS
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Brand Overview 1.1 Brand Soul 1.2 Our Mission
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Visual Standards 2.1 Signature 2.2 Wordmark 2.3 Color Palette 2.5 Logo Anatomy 2.6 Logo Standard 2.7 Logo Alternatives 2.8 Logo Don’ts
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New Features 3.1 New Marketplace Chart 3.2 New Features List 3.3 New World of Pullman
Chapter 1
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// Brand Overview
PULLMAN
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Brand Overview 1.1 Brand Soul 1.2 Our Mission
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Chapter 1
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“Home wasn’t a set house, or a single town on a map.” – Sarah Dessen
American Writer
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Chapter 1
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// Brand Overview
PULLMAN
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Brand Soul
Pullman gives people a warm feeling of home.
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Chapter 1
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Our Mission
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No matter where you are, Pullman will provide services to let you have a warm and comfortable feeling of home.
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Chapter 1
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// Brand Overview
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Visual Standards 2.1 Signature 2.2 Wordmark 2.3 Color Palette 2.5 Logo Anatomy 2.6 Logo Standard 2.7 Logo Alternatives 2.8 Logo Don’ts
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Chapter 2
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Signature
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Symbol
+ Feather
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Wordmark
PULLMAN Typeface: Geometry Soft Pro, Bold
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+ Feather shape
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Typeface: Geometry Soft Pro, Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890@#$%^&*
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Chapter 2
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Pullman // Visual PULLMAN Standard Guide // Visual Standards Guide
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Chapter 2
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Color Palette
Primary Colors The first color gives people a warm feeling. The second color is changed a little bit from original color.
Pantone: 1565 C
CMYK: 0 45 65 0 RGB: 248 158 101
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Pantone: 732 C
Pantone: 7536 C
RGB: 96 56 19
RGB: 167 160 137
CMYK: 40 70 100 50
CMYK: 40 30 45 0
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Secondary Colors
Pantone: 7591 C
CMYK: 18 51 71 2 RGB: 205 136 89
Pantone: 7499 C
Pantone: 7436 C
RGB: 255 239 198
RGB: 247 222 235
CMYK: 0 5 25 0
CMYK: 1 15 0 0
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Logo Anatomy
80°
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Italic Wordmark
x
2x
x
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Logo Standard This standard is about logo guildeline for use in different places. We have regulated our logo system. We will appropriate the logo size to fit in different places.
Identity is no small than 0.5 inch.
1.25 Inch
2 Inch
3 Inch
4 Inch
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Chapter 2
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Logo Alternatives Light Color Background The logo should be used preferably on backgrounds that provide maximum, such as white. When background there are many colors, the logo can be used single color.
Pantone: 732 C
CMYK: 40 70 100 50 RGB: 96 56 19
Pantone: 1565 C
Pantone: 7591 C
RGB: 248 158 101
RGB: 205 136 89
CMYK: 0 45 65 0
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CMYK: 18 51 71 2
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Dark Color Background A dark color background may be unavoidable. In these situations, Pullman logo can be used in light colors.
The symbol color is used secondary color in the color palette. The wordmark is used main color.
The color of the logo is used the secondary color in color palette.
This logo is as same as the second logo in light background.
This logo is also used the secondary color in color palette.
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Logo Don’ts The logo standards must be preserved to maintain its visual integrity, consistency and proper concept understanding. In addition, handling the logo carefully is essential to build a consistent visual identity. To follow strictly the logo standards is essential to enhance its strength. In this section, there are presented examples of “not to do”. Before applying the logo on any visual material, these examples must be taken into consideration.
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Don’t apply gradients on the logo
Don’t Skew
Don’t add drop shadow
Don’t Stretch
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Don’t add outline
Don’t misplace the logo
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Don’t rotate
Don’t change wordmark typeface
PULLMAN Don’t apply gradients on the logo
Don’t place on low contrast background
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Chapter 1
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// Brand Overview
PULLMAN
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New Features 3.1 New Marketplace Chart 3.2 New Features List 3.3 New World of Pullman
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Chapter 3
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Elements of Comfort Today, we want to give more people feelings of home from different ways. Pullman is going to explore how five senses–hearing, taste, sight, touch and scent give people comfortable and home feeling.
Scent
Touch
G7 H3
G5
G1 A1
H7
A2
G3
H11
H4
M3 G2 M5
M8
M2
M6
H8
G4
M7
Taste M4 H9
H5
H5
Sight
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H1
G6
H10
A3
Hearing
M1
H2
A4
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Product: PR Service: SE Environment: EN Experience: EX Educational Opportunity: ED Event: EV Co-Branding: CO
Media
Hospitality
M1: Mom’s Food App: SE M2: Pullman Chat: EX / EV M3: Pullman Artificial Intelligence: PR / SE / EX M4 Home Memory: SE / CO M5 Pullman Pet Service: SE / CO / PR M6 Sound Effects of Home: SE / PR M7 Family Videos From Home: PR / SE M8: Music of Home: PR / CO
H1: Pullman Restaurant: SE / EN H2: Home-style Café: EN / SE H3: Real Estate: EN / SE H4: Pullman Hotel: EX / SE / EN H5: Pullman Storage: PR / SE H6: Repair Store: SE/ EN H7: Pullman Aroma Shop : EN / SE / PR H8: Pullman Library: EN / SE / EX H9: Pullman Interior Deisgn: EN / SE H10: Photo Studio: EN / EX / SE / PR H11: Pullman Pets Center : EN / SE
Goods G1: Care Package: PR G2: Furniture Producer: PR / SE G3: Bath Care: PR G4 Smart Light Bulb: EX / PR G5: Fragrances of Home: PR G6: Pullman Cookware: PR G7: Holiday Store: EN / SE / PR
Activities A1: Relief Community: ED / SE / EX / CO A2: Imitating Home Game: PR / EX/ EV A3: New Home Class: ED / EX / EN / EV A4: Pullman Family Activity: EX / SE
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Media
M1: Mom’s Food App: SE The app can be used to order their food like mom’s cooking. If they are far away from their home, they can relieve their homesickness through this app service. M2: Pullman Chat: EX / EV People can be used to order food like mom’s cooking. If people are far away from their home, they can relieve their homesickness through this app service. M3: Pullman Artificial Intelligence: PR / SE / EX It can accompany and understand people when people are far from home and get lonely. M4 Home Memory: SE / CO Pullman collaborates with Memrex to customize your own memroy in a media about your home. M5 Pullman Pet Service: SE / CO / PR Pullman collaborates with different online services. People can choose different service on Pullman and compare them. M6 Sound Effects of Home: SE / PR Pullman creates an app about sound effects of home. Some sounds make people recall their home, such as a sound of microwave’s ding. M7 Family Videos From Home: PR / SE This is a website about mom’s internal monologue. People will be touched by it when they are away from home. M8: Music of Home: PR / CO Pullman collaborates with Warner Music to release a album music of home.
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Goods
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G1: Care Package: PR Pullman can deliver packages so that no matter where people go, they can receive their favorite things from family or friends. G2: Furniture Producer: PR / SE Pullman produces comfortable furniture to people. People can buy them to home. G3: Bath Care: PR Pullman provides a range of bath supplies, many with special scents that give people a relaxing feeling. G4 Smart Light Bulb: EX / PR People can use Pullman’s light bulb to change the lights according their needs. They can change to hues according to their emotions. G5: Fragrances of Home: PR Pullman provides people a relaxing atmosphere when people use Pullman’s essential oil. G6: Pullman Cookware: PR Pullman’s cookware has many high techs that make people cook easier. G7: Holiday Store: EN / SE / PR Sometimes people can’t stay with family on important holidays. Pullman sells holiday packages and gifts that makes people feel at home.
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Activities
A1: Relief Community: ED / SE / EX / CO The community is like a big family. Pullman creates a relaxing environment and encourage people treat each other like a family to relieve their stress. A2: Imitating Home Game: PR / EX/ EV This is a game app. People play different family roles in this game. They can experience the feelings of being a parent or a child. A3: New Home Class: ED / EX / EN / EV When people get married, they have a new home. When they live together, they may have a run-in time. The class teaches them how to make the home warmer. A4: Pullman Family Activity: EX / SE People are more and more busy in now days. They don’t have too much time to accompany with family. Pullman customizes different activities for them.
Hospitality
H1: Pullman Restaurant: SE / EN People can eat the food that is produced by Pullman, the flavor and environment is similar like home. H2: Home-style Café: EN / SE This café looks like a home. It creates a very warm and cozy atmosphere. H3: Real Estate: EN / SE Pullman sells houses that already have warm and comfortable interior decoration.
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H4: Pullman Hotel: EX / SE / EN The Pullman Hotel has different kinds of home style rooms. People can customize what they like when they book online. H5: Pullman Storage: PR / SE Many people aren’t organized at home. Pullman creates a smart storage that help people organize their and make their home less cluttered. H6: Repair Store: SE/ EN People often discard their broken belongings from home, but some people are sentimental. Pullman will fix the broken things and send them back. H7: Pullman Aroma Shop : EN / SE / PR The shop sells baking bread and drinks that give people a very good taste and aroma of home. H8: Pullman Library: EN / SE / EX Pullman Library provides readers a relaxing environment; it is like a family study. It gives people a very cozy feeling. H9: Pullman Interior Deisgn: EN / SE Pullman customize different interior decoration for people that gives people a warm feeling of home. H10: Photo Studio: EN / EX / SE / PR The studio takes photos for family and record the memories of these important time of life. They can also take creative photos in the studio. H11: Pullman Pets Center : EN / SE Pullman also gives pets a warm home when their owners are away at work. The Pullman Pet Center take care of these pets very carefully and give them professional service.
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Holiday Store: Sometimes people can’t stay with family on important holidays. Pullman sells holiday packages and gifts that makes people feel at home. People can still enjoy the holiday atmosphere anywhere. Our selection is always changing, like your favorite holiday goods, each item has a story worth sharing. You will have a warm feeling of home.
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Pullman Pet Center: Pullman also gives pets a warm home when their owners are away at work. The Pullman Pet Center take care of these pets very carefully and give them professional service. We want to build long-term relationships with our clients and their pets, resulting in unique individualized care including feeding, exercising, bathing, etc. Our commitment to you and your companion animals will always remain the motivation behind what we do every day.
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Bath Care: supplies, many with special scents that give people a relaxing feeling. Get the bathroom set up. Nothing says “new apartment� like a curtainless shower, so hang one up ASAP. Then stock the bathroom with towels, a bath mat, hand soap, body wash, and toilet paper. When you use our products, you will find out how your home becomes more comfortable and relaxing.
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Mom’s Food APP: The app can be used to order their food like mom’s cooking. If they are far away from their home, they can relieve their homesickness through this app service. When you don’t know how to cook dinner like mom’s cooking, it’s all too easy to just grab something fast on nights like these. But usually, the easy option isn’t the best one for you. We give you the options and cook for you.
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Chapter 1
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Home Style Café: This café looks like a home. It creates a very warm and cozy atmosphere. We maintain clean, comfortable and well maintained premises for our guests and staff to ensure that all guests and staff are treated like family members in our café.
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Pullman Hotel: The Pullman Hotel has different kinds of home style rooms. People can customize what they like when they book online. We are home style hotel whose increadible family of associates puts the soul in hospitality everyday. The needs of our guests, associates and owners are in the forefront of everything we do. Through authenticity and comfort, we create unique memorable experiences.
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Image Sources 1. http://resources.mynewsdesk.com/image/upload/t_open_graph_image/vytlprlrycjszzfvmgkq.jpg 2.http://www.all4women.co.za/wp-content/uploads/2015/06/Couple-in-front-of-cosy-fireplace-647x395.jpg 3.http://www.bethp.com/img/f/Murrieta-family-photography-loving-siblings.jpg 4. http://www.slovenskenovice.si/sites/slovenskenovice.si/files/styles/s_1280_1024/ public/dti_import/2015/06/23/image_13638003_0.jpg?itok=Nb4IYiKG 5.https://www.hirerush.com/blog/wp-content/uploads/2016/04/RS1030__ MG_8877_l_091911-lpr.jpg 6. http://free4kwallpaper.com/cats-best-friend-4k-wallpaper/ 7. http://www.speakingforspot.com/Images/SFSBlog_changingpetinsurance.jpg 8. http://lifecdn.dailyburn.com/life/wp-content/uploads/2015/01/Tracking-Macros_2-140x125.jpg 9. http://www.texilajournal.com/thumbs/journal/Academic_Research.jpg 10. http://interiorhousing.biz/wp-content/uploads/2015/12/country-style-bedroomideas-9.jpg
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11.http://p4.isanook.com/wo/0/rp/r/w700h420/ya0xa0m1w0/aHR0cDovL3A0LmlzYW5vb2suY29tL3dvLzAvdWQvMi8xNDMyMS9jLmpwZw==.jpg 12. http://foodnetwork.sndimg.com/content/dam/images/food/fullset/2011/11/7/0/0170831_Alton-Roast-Turkey_s4x3.jpg.rend.sniipadlarge.jpeg 13. https://igloballlc.com/wp-content/uploads/2014/03/moving-truck1.jpg 14. http://i0.wp.com/www.karensuponthehill.com/wp-content/uploads/2015/11/image83.jpeg 15. http://dna.lloydtest.com/wp-content/uploads/2016/10/AdobeStock_93221405.jpeg 16. http://www.contemplify.com/wp-content/uploads/2016/10/Death_to_Stock_Tactile_7.jpg 17. http://greatist.com/sites/default/files/warm-mug.jpg 18. http://www.flickr.com
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Typography Muller Adobe caslon pro
Design Tool Adobe Illustrator CC Adobe InDesign CC
Design Jiajun (Sally) Huang
Instructor Hunter Wimmer
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