Brand Standards
our message
At Alpaka we have made it our passion to provide our loyal fan base with the highest quality of packable products available. From the all natural materials that our products comprise of to being produced right here in America. Combining the great materials and craftsmanship, along with practicability into a brand, we founded a company that brings forth roughtough products that are able to receive whatever nature —or you— may throw at it. Our products are sturdy enough to climb any mountain while still having enough style to use for everyday life.
words of wisdom
You may only know the bad rap that Alpakas can get, however, we are here to change that stereotype of our heritage. With our practical and sturdy designs comes great customer service through our experienced employees that are passionate about our products. However, to preserve our brand and identity, we created some guidelines that need to be applied when handling our logo and brand. Just like when an Alpaka isn’t well taken cared for, they can become stubborn. The same fate is what happens when our brand isn’t well taken cared for, following the prepared guidelines will guarantee that you won’t get a spit shower.
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table of contents
2 | The Message 2 | Words of Wisdom 5-7 | Style Guide 8 | SEO Keywords 8-9 | Sample Images
the logo Treatments of Logotype + Logomark C ombination
Fog background Dusty rose logomark +logotype
Our logo is a statement of who Alpaka is, we are a business dedicated to practical sturdiness that can be taken “from the streets of everyday life to any backdoor adventure.� This is why we have prepared a visual aid on how to take well care of our brand and elements used to identify our brand. Throughuot this guide, you will find the acceptable variations accepted by our guidelines. To The Adventures and Beyond!
Fog background Olive logomark +logotype
Fog background Navy logomark +logotype
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the logo mark
Treatments of Standalone Logomark The following color variations that are acceptable when designing with Alpaka’s logo or logomark are shown on the left. Following is the color variations stated in words: Fog Background | Accepted: Dusty Rose, Olive, and Navy. ** Also accepted on White Background, but only when Fog isn’t available.)
Dusty Rose Background | Accepted: Fog and Navy. Olive Background | Accepted: Fog and Navy. Navy Background | Dusty Rose, Olive, and Fog. The integrity of this mark in all forms must be held true to these standards.
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the logo type Treatments of Standalone Logotype The logotype isn’t the branding image of our company, however, it is the name of our company. It must be in Bodoni 72 Bold, no exceptions. It also must be in the same color when used with logomark. The same selection and rules apply to color here as with the logomark (see pg 4 for instructions on accept color variations).
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alpaka Bodoni 72 Variations: Book | Book Italic | Bold
Baskerville Variations: Regular | Italic | SemiBold | SemiBold Italic | Bold | Bold Italic
typography There are two specific typefaces that Alpaka’s brand uses. They are Bodoni 72 and Baskerville. Bodoni 72 can be used for Headings as well as body copy. Baskerville will only be used as body copy.
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navy
C: 91 | M: 70 | Y: 41 | K: 28 R: 36 | G: 69 | B: 96 WebSafe- R: 24 | G: 45 | B: 60 HEX- #244560
olive
C: 51 | M: 43 | Y: 61 | K: 15 R: 122 | G: 120 | B: 99 WebSafe- R: 7A | G: 78 | B: 63 HEX- #7A7863
dusty rose
color
There is four appropriate colors to be used when working with Alpaka’s brand and identity. As following we have Fog, Dusty Rose, Olive, and Navy. On the right is their CMYK values, along with RBG and WebSafe RGB values.
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C: 33 | M: 45 | Y: 25 | K: 1 R: 175 | G: 146 | B: 162 WebSafe- R: AF | G: 84 | B: 96 Hex- #AF8496
fog
C: 11 | M: 13 | Y: 18 | K: 1 R: 221 | G: 211 | B: 199 WebSafe- R: DD | G: D3 | B: C7 HEX- #DDD3C7
SEO Keywords Packable Items, Best Products for Camping, Best Products for Adventures, Packable Jackets, Packable Luggage, Everyday Packable, Packing Light, Packing Light for Trips, Quality Packable Items, Quailty Material That Travels Well, Quality Products, Packable Items for Hard Travel, Traveling Light Everyday, Everyday Light Traveling, Packable Everyday Items, Packing Light, Packable Stuff,
Taglines
“From the streets of everyday life to any backdoor adventure.” “Everyday to Every Mountain” “Ready for whatever life has in store for you” “Dedicated to and for practical sturdiness” “From the streets of everyday life to any mountain climb”
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Ways To Use Our Brand Alpaka’s business include the four chosen colors in some shape or form. It is best to use the two versatile colors as text (Fog and Navy) and fill in the other two colors as backgrounds.
Alpaka’s Signature Leather Patch goes on all products. The leather must be Top Grain Leather, we wanted a top grain leather as it will give a more unified appearance to all our products. Top Grain Leather is structured enough for a patch while still keeping costs do
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All documentations that are written by the company will take on the Fog color background. When determining type colors, refer to the chart on page 4. Navy has to body text on all documentations (no Olive or Dusty Rose here!). In this photo there is also an example of a folder with our logo. Colors can change here.
A look at the tag on the tee shirt. Circles are a must when when selecting the size. It is also manadorty to have our website on the tag as we are just using the logomark on the shirt.
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XXL
50%Cotton 50% Poly | Made in the USA wash cold, tumble dry low, do not iron graphic www.alpaka.com
This is an example of a promotional tee shirt to show how to use our logomark seperatly. The color varations still apply to clothing. Here we have Dusty Rose on the Navy with a Fog printed tag.
All our business letters are sent in brown sacks as shown above. The logo needs to be place in the middle, not stretch out and not overly large. It also has to be put on with the envelope vertical and the logo horizontally facing.
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