BR A N D BOOK
MAY
20 16
E SS E N T I A L G UI D E
cont ent OU R B RA N D
03
LOG O
07
C OLO R
11
T YP O GRA P H Y
13
PAT T ER N
15
P HOTOG RA P H Y
17
A P P LICAT IO N
19
O U R B RA N D our story / our mission / our brand essence
O U R S TO RY Welcome! Ambaru, (Kalinga term), articulates “beauty�.We believe anything under the sun is beautiful. Ambaru is a lifestyle community that promotes simple living yet smart and brave travelling. With lots of inspiration and passion in artistry, local culture, arts, travel, yoga, film photography and music, Ambaru is created. We love to share and hear any kind of your travel and exploration stories.
OUR BRAND | 04
OUR MISSION To connect people and spread awareness on how beautiful our world is. We want to inspire people to go out, be brave and learn how to see things differently.
05 | AMBARU BRAND BOOK
OUR BRAND ESSENCE Together, to live simply and live an ambaru life.
OUR BRAND | 06
O UR L O GO
logo size / logo usage
Ambaru’s primary logo is an emblem made up of hand-lettering and iconic graphics. The iconic symbol of a mountain and waves represents our brand mission which is to explore from sea to summit. It is disclosed with a symbol of a tent/camping which forms a letter A and it represents simplicity as what our brand essence is. The freestyle hand lettering is inspired from Kalinga tattoo designs, where we got our name Ambaru. It has strong and pointy strokes which represents the nature of the brand to be brave and be beautiful.
OUR LOGO | 08
LO G O S I Z E CLEAR SPACE Clear space is the safe area around
.25”
the logo. A .25” space is maintained to avoid visual and informational .25”
.25”
clutter. Clear space helps the brand logo stand out.
.25”
MINIMUM SIZE OF THE LOGO Minimum size of the logo both for 1”
print and web use is 1” height. This should be strictly respected to ensure the best quality of all the elements and that our communication is clear and effective.
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LO G O U S AG E
- Do not remove the type
- Do not stretch, squash, rotate the logo
- Do not re-arrange any element of the logo
- Do not change the color of any element of
- Do not resize and add effects (drop shadow, emboss, outerglow)
the logo - Do not change the opacity of the logo
OUR LOGO | 10
COLORS
primary color / secondary color
P R I M A RY CO LO R
Our primary color palatte is design for web use and print material. It has a very CMYK 86, 72, 57, 71 | RGB 15, 28, 39
strong earthy colors of the
CMYK 64, 49, 100, 46 | RGB 69, 75, 31
sea, the moutains and the
CMYK 12, 77, 93, 2 | RGB 214, 92, 47
sunset.
S E CO N DA RY CO LO R
Our secondary color palatte should be utilized CMYK 86, 72, 57, 71 | RGB 15, 28, 39
for color accent on the
CMYK 85, 61, 56, 47 | RGB 34, 61, 68
website and social media
CMYK 46, 44, 79, 19 | RGB 128, 115, 71
accounts.
COLORS | 12
T Y P O GRA PHY typeface
T Y P E FA C E B RA N D MOMEN T S / H EA DLINE S
CENTURY GOTHIC Century Gothic S U B H EAD LINES
NOBEL Nobel T EXT
NEUTRA TEXT Neutra Text
A LT ERNAT E T EXT
BODONI BT Bodoni BT
These are our favorite typefaces that we like to use both on web and print to maintain a modern, legible and clean look. TYPOGRAPHY | 14
PA TTERN pattern usage
PAT T E R N U S A G E
Our pattern is designed for web use and print material for accent and decorative purpose.
be brave. be beautiful. Should be used on solid contrasting colors, if used on dark colors or under photograph, pattern opacity should be scaled down to 25%. PATTERN | 16
P H OT O GRA PHY film / digital
film / digital
We are mostly all about photos. We dig photographs. Both film and digital.
All images associated with Ambaru should represent the spirit of the brand. Ambaru photography should evoke the feeling of fun yet brave, mundane yet challenging and simple yet beautiful. This is a major way Ambaru will promote the spirit of the brand and connect with people.
PHOTOGRAPHY | 18
A P P L IC A TIO N web / print / merch
WEB
APPLICATION | 20
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MERCH
APPLICATION | 22