BADIAN BRANDBOOK 2014
The importance of branding and why this book exists.
A brand is a person’s gut feeling about a product. However, it is up to the brand to communicate what their brand is about. Building a brand takes time, passion, and discipline, especially on discipline. It is important that our brand will be consistent in whatever we show and in whatever we say. This allows the brand to be easily recognized while creating more impact and emotional connection. We took time in setting up this book for the benefits of everyone who uses the Badian brand. This book is a guide to the brand communication style for Badian. This book explains what our brand stands for and how it is expressed. This guide should be followed when designing or delivering any kind of information.
Contents Who we are 3 Our brand essence 4 Our brand mission and philosophy 5 Our brand values 6 Our target 7 Our brand tone and personality 9
What we look like 11 Our logo 12 Our logo configurations 13 Our slogan 14 Our colours 16 The dos and don’ts 18 Our types 20 Our design elements 23 Our design layout 24 Our logo for related websites 25 Our photography 26
Our logo in use 29 Stationery 30 Postcards 31 Merchandises 32 Advertising 34 Online identity 38 Travel mobile application 42
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Who we are OUR BRAND ESSENCE, MISSION, PHILOSOPHY, VALUES, AND PERSONALITY.
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Our brand essence. Refreshing Green Destination.
At the heart of our brand is our brand essence, the core to which our brand lives by. Our brand essence is defined as “Refreshing Green Destination.� Escape, enlighten, enjoy, and experience. The people come to Badian to escape the everyday routine and worries, they are enlightened by the natural environment, enjoy the various activities, and lastly, experience what Badian is really about. This is the process on which we based our brand. We make sure that we are offering an environment different from what our market is used to, that they enjoy their stay, and they have experience Badian and its refreshing nature.
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Our brand mission and philosophy. A little bit cleaner and a lot greener.
Our Mission To make Badian a known destination brand that offers an invigorating experience and environment to the travellers in the entire Cebu province. More than just promoting Badian, we want to persuade the people to embrace the benefits of nature for them to better appreciate what a great thing a green environment is and thus, they may contribute to satisfy the growing need to keep nature safe.
Our Philosophy We see a great need to preserve nature. We are a part of the human race which highly depends on nature and its resources. We believe that the green-ess of the environment should be wellpreserved in order for us and the next generations to live sustainably. We believe that there is so much more that the natural resources can do for us, humans, whether scientifically, physically, mentally, or emotionally. With this brand, we want everyone to see what we always have seen, and that is the beauty and importance in keeping our environment a little bit cleaner and a lot greener.
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Our brand values to which we live by. These are our founding principles that make up our brand.
citizen is valuable to the entirety of the municipality, * Every province, and country. As individuals and as a community,
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everyone can contribute significantly to the betterment of the environment and of the country. There is no such thing as little actions. But even if there is, they do come a long way. Respect must be shown in everything we do and say. We embrace technology and modernity, however, we believe we are responsible of the different natural resources we are blessed with. That is why, We are dedicated in preserving nature and sharing its importance to the community because everyone is entitled to its benefits.
Our target. Our brand talks to these specific markets to maintain focus and consistency.
COLLEGE GROUPS
WORKAHOLICS
FAMILY WEEKENDERS
Adventurous and find travelling as a means to experience, to learn, and to find inspiration.
After a long week of endless working, travelling is a way of escaping and finding time for themselves.
Family first. Travelling helps them bond with each other.
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Our brand tone and personality. This is us and this is how we speak.
We are lively, yet calm. We are friendly and hospitable. We are approachable. We can be fun. We are optimistic and we stand strong on our philosophy and values. We like telling stories. Although we are very well aware of the reality, we are idealists and we believe we can do the impossible with everyone’s help. We believe in individuality and we believe in the power of the collective. Our brand personality is expressed through our tone of voice. The way our clients interpret the brand is reinforced in everything we do and say. We are committed to making it easy for our audiences to understand us, avoiding any jargon and ambiguous terms that may lead to confusion. In line with our brand personality, whatever we say must be said in the simplest way possible, but not diluting the impact of our words. We speak as if we have smiles on our faces. We talk conversationally and we create an emotional connection with the audience.
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What we look like OUR IDENTITY AND THE DOs AND DON’Ts.
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Our logo is what represents us best. It is best to know our logo and how it should be presented.
Badian is a place where people can unwind and satisfy their travel needs. Badian connects with the market and so there is a need for the brand to do the same in every way possible. There are three core values that make up Badian’s brand - personal, refreshing, and natural. A custom brush font was used to show its warmth and its personal connection with the travellers. The font type, unlike the usual fonts, is full of imperfections. It is noticeable that the two a’s are different from each other; the letters are also not aligned. This gives the identity a more natural, organic, and refreshing feel to it. Lastly, a yellow-green hue is used for the brand’s main color. The colours and the font choice work together to represent the whole of Badian well.
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Our Primary Logo
Our Official Logo
Our primary logo is basically the core structure of our identity. This is the only logo configuration that can be used as a design element.
On advertising materials, this is the preferred logo. This also can be used on other communication materials. This cannot be used as a design element.
Our Black Logos
Our White Logos
Our black logos should only be used on layouts and situations where the primary logo is not legible on light backgrounds.
Our white logos should only be used on layouts and situations where the primary logo is not legible on dark backgrounds.
Applies to both the primary and official logos.
Applies to both the primary and official logos.
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Our slogan represents us verbally and visually. Hence, there is a need for us to list some guidelines on how to use our slogan. The slogan is not a headline and should not serve as one. On advertising materials, the slogan must always be used with the logo, this should be placed on the left side or on top of the primary or official logo.
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Our Primary Slogan
Our Multiline Slogan
This is how the slogan should be written like, unless legibility prohibits it. When placed on the left side of any logo, height must be half the height of the primary logo. When placed on top, height must be exactly 1.5 times taller than a quarter of the height of the primary logo.
This version of the slogan should be used only when needed. This should only be used on promotional materials that contain no headline or copy or when the primary slogan would not fit or would be too small to be legible. An example would be on the wide skyscraper online ad.
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Our Stacked Logo
Our Horizontal Logo
This is how the logo looks like with the slogan on top of it. This is usually used on layouts with photographic background with no headline or copy.
This logo is usually used as an ending to a layout, such as in print advertising.
Our Primary Stacked Logo
Our Primary Horizontal Logo
This can be used anywhere but advertising materials.
This can be used anywhere but advertising materials.
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Our colours bring our brand to life. We want to represent nature and what our brand stands for.
Pantone 377 C C58 M22 Y100 K4 The primary colour.
Pantone 367 C C40 M0 Y82 K0
Pantone 7492 C C7 M2 Y16 K0 at 30%
Pantone 447 C C68 M60 Y65 K55 Used on regular text.
Our brand’s colours is of a monochromatic color harmony. It is a combination of vivid and soft hues that defines our brand. We believe this specific hue would represent us well because it adds that sunshiny feeling we would like to portray and it conveys what our brand is all about.
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Pantone Bright Red C C0 M90 Y95 K0
Pantone 136 C C0 M27 Y87 K0
Pantone 339 C C78 M2 Y62 K0
Pantone 7712 C C85 M35 Y31 K3
Pantone 363 C C74 M24 Y100 K9
Culture
Resorts
Springs and Falls
Beaches and Marine Parks
Mountain peaks and forests
These colours each represent a certain characteristic in Badian. These colours are used to categorize the different attractions and destinations in Badian. These do not substitute the primary colours of the brand.
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The dos and don’ts. We’ve made it simpler for you by listing how and how not to use our logos. Learn it, live it, love it. All the rules apply to all logo configurations, unless stated.
0.25x x
0.25x
0.25x
0.25x
0.37”
1”
0.25x x
0.189”
0.25x 0.25x
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0.25x
0.7”
Do observe Clear Space
Do keep the Minimum Size
Let our logo and your eyes breathe. Clear space must be maintained around the logo. 0.25 of the height of the primary logo is used as the basis for the measurement for its clear space.
The logos should not be used smaller than the minimum size indicated - 1” wide on print and 72px on web for the official logo and 0.7” wide on print and 50px on web for the primary logo. This is to maintain the logo’s legibility.
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Don’t distort the logo in any way Don’t move any elements Don’t rotate the logo Don’t change the logo colors Don’t alter any elements Don’t crop the logo* Don’t outline the logo Don’t use on clashing and busy backgrounds Don’t add other elements Don’t make a pattern out of the logo Don’t add any kind of effects that compromises the logo’s legibility** Don’t place the logo in a box or any other shape.
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Cropping is only allowed for the primary logo and for design purposes such as in bags, shirts, etc. If cropping, make sure the logo is still legible by not omitting any letter.
can only be added to enhance ** Effects the logo’s legibility and should be used minimally, i.e. as if the effect does not exist.
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Our primary type. Desyrel This is the primary type and should be deliberately used on the slogan, headlines, and phrases and sentences that requires more focus than other copy or that suggests a personal conversation with the reader, such as “Hello,” “Welcome,” etc.
Desyrel ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Our secondary type. Open Sans On printed materials where more text is required than just the logo, and on the company’s website, Open Sans is the prescribed secondary font. The font family’s other variations can also be used.
Open Sans Light
Open Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Open Sans Semibold
Open Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Our online type. Arial When the computer cannot provide the prescribed secondary font, Arial will be used. However, this is only applied to the web. Printed materials should always use the secondary type.
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Arial Regular
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Our design elements.
Pattern The pattern resembles of a mat and comes in four colours. This should only be used deliberately and should only serve as a complementing detail. When used as a tiled pattern, preferred and minimum size is 50px wide and 50 px tall on screen and 0.7� wide and 0.7� tall on print.
White Gradient The white gradient should be used only when needed. This will serve as the background on text or the logo in order to not compromise the legibility of the elements. Black background and stroke not included.
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Our design layout. On layouts whose shorter size is less than 8”, a minimum of 0.25” margin is used. Otherwise, a minimum margin of 0.5” is used. On advertising materials, the logo should always be placed on the lower center or lower right side while observing proper margin, clear space, and minimum size. Otherwise, the designer may place it anywhere appropriate while still observing proper margin, clear space, and minimum size. As illustrated on the right, the basic parts of an advertisement layout are the visual, headline, call-to-action, and the logo. Headline and copy is required on print advertising, but optional on other materials. The headline and copy can be placed anywhere appropriate.
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Headline Copy
4” x 6” Call to action. A4 (8.27” x 11.69”)
Advertising Materials Layout Example
Our logo for related websites.
The Badian logo must appear on websites related with Badian as a tourist destination, as well as websites of different destinations and resorts in Badian. It must appear as a hyperlink to www.badian. com. Preferred placement is upper right, top of page. To ensure brand recognition, the supplied logo with URL must be used. The logo must be 100px wide.
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Our photography. To match our personality, we have one rule for photography, keep it simple.
On advertising materials, always choose photography that has a story to tell. The photos should show people, tourists or locals, interacting with or in nature. Capture real people on natural moments in everyday scenes, and not posed people. Avoid any visual clutter in the images and bad crops. Be conscious of composition and whether or not the photo tells a story or evokes any kind of emotion. On other communication tools, the use of photography showing sceneries and landscapes can be used. Photos should be captured in Badian. And remember to always keep it simple.
Technical Guidelines
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Capture with natural light. Always capture in high resolution. Take your shots in full-color. We want the photos to represent life and the best way to represent that is through color. Photos can be post-processed, but do not over-process. Our photos have a warm tone. We want the photos to look vivid and remain true in itself.
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How to use our photographs.
white text on dark backgrounds. When * Use legibility is compromised, use 80% of the prescribed black text on light backgrounds. Always use the presribed typefaces, Desyrel for headlines and Open Sans for body copy.
* use 300 DPI photos when reproducing * Always large prints. Official high-resolution photos * *
can be found and downloaded at our website. (www.badian.com/downloads) Added elements should not cover the subject of the photo. If you want to put text over an image and are having a difficult time finding a place to put, an overlay can help. An overlay is also good to use when you have a sentence or longer. Always use a white box at 100% opacity.
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Our logo in use OUR LOGOS IN APPLICATION ON OUR COMMUNICATION TOOLS.
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Stationery The stationery is a very important communication tool for any brand. It is important that our brand is recognizable through these materials.
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Postcards
Life postcards This version of the postcards must show daily scenes of different people, locals or tourists, found in Badian.
Still postcards These contain sceneries and landscapes in Badian. BADIAN BRANDBOOK 2014
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Merchandises
T-Shirts
Tote Bags
Caps
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Pin Buttons
Mugs
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Outdoor advertising
Billboard Advertising Size: 30’ x 50’
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Streamers Size: 2’ x 5’
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Print advertising
Magazine Ads Size: 9” x 12”
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Online identity
Website: Home
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Website: About the brand
Website: About Badian
Website: What to Do
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Website: Downloads
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Facebook Page
Online advertising Top right: Medium Rectangle Below: Wide Skyscraper Below right: Leaderboard
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Travel mobile application
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Š Badian 2014. All Rights Reserved.