defining our brand
In which we outline the building fundamentals of departure brand, including what we stand for, what sets us apart, why we choose the words we choose, and how we have decided to show up in the world.
departure brand guidelines 1 defining our brand
who we are
enjoy the moment.
Nowadays people are travelling more than ever before. Everything is connected and accessible. Everything is changing and moving. There’s only one constant— the need for a quality luggage.
departure brand guidelines
defining our brand
2
we are departure
with us, you can go anywhere.
We strongly believe that luggage plays an important role in travel – often enough it ends up being your home between homes. departure is a brand solely dedicated to make you enjoy every moment of your journey. (As a businessman, our founder has travelled most of his life, having witnessed and experienced firsthand the issues and struggles that may arise due to broken or damaged luggage.) The desire to help make a difference and allow everyone to have a smooth travelling experience, led him to create departure.
departure brand guidelines
defining our brand
is to make each of your travel an enjoyable experience—enjoy the moment.
mission vision
connect with people, culture & scenery.
3
how we make it
Our luggage and travel accessories are carefully crafted with utmost care and attention to details. We are aware of the rough journey your luggage takes until it reaches the baggage claim, that’s why each of our pieces combines superb craftsmanship and uncompromised quality. Every product goes through over a 100 quality control steps and takes 6 major performance tests to deliver a luggage that’s highly functional, maneuverable and quietly supports every step of your trip. With us, you can go anywhere. departure brand guidelines
design elements
4
brand values
Our work will be guided and informed by our beliefs and commitments to:
empathy
understanding & appreciation
Being understanding and appreciative. To gain a deeper appreciation and understanding of people's emotional and physical needs, and the way they see, understand, and interact with the world around them.
innovation
be creative and thinking differently
Looking at the world sideways, being curious, improvising, always thinking out of the box. Taking the interests of all into account. Playing well with others; being open for the pass. Providing delightful and creative experiences to our customers.
craftsmanship
respect for excellence & attention to detail
Pushing ourselves to the limits. Continuing to learn and improve to make measurable progress. Acting intentionally, mindfully and on purpose.
integrity
trust, transparency, & honesty
Working with honesty with each other and our community. Intergrity in how we behave and in what we deliver. Always striving the best for our customers.
accessibility
design for all
Essential for some, useful for all. Everyone should be able to access and enjoy our products and services. For more people to have positive experiences with us and we’re committed to making that a reality.
departure brand guidelines
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5
personality, voice and tone
Out brand values build the culture, which turned inward creates our product; our culture turned outward creates who we are—departure— our brand.
Our brand is a reflection of who we are as a company and what we represent in the world of work.
We demonstrate our commitment to being customer-centric by placing those humans at the center of every communication; not ourselves.
defining our brand departure brand guidelines
6
We are empathetic, genuine, creative, professional, reliable and accessible.
We are passionate. We like the people we’re talking to. We’re proud of what we’re talking about. We are the common language of the world That
departure
7
brand guidelines
design elements
itself sets us apart.
design elements
In which we outline best practices for the use of departure brand assets and offer useful examples.
departure brand guidelines 8 design elements
about logo
We designed the logo in single (one-point) perspective conveying imagery of moving forward just like we are on an (airport) runway toward — Departure.
Our team wants to communicate our brand, Departure, which is solely dedicated to making you enjoy every moment of your journey to people. Perspective is a technique to give an image on a flat surface with a feeling of depth. By designing in perspective, the logo/branding creates a sense of depth with dynamic movement — pursuit/chasing. With that idea and the mission we carry, we pursue excellence with passion and commitment in order to have better products and travel experiences for our friends/customers/travelers.
departure brand guidelines
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9
the logo = symbol + logotype
Our logo, wordmark, is a font-based logo that focuses on a business’ name alone. Wordmark logos work really well when a company has a concise/clearly expressed and distinct name—departure.
The name, departure, itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition.
The horizontal logo is the primary logo and should be used in most instances.
symbol
departure brand guidelines
symbol
design elements
logotype logo
The symbol/stamp is legible at most size. It is for various scales use in order to save more room, which can become more legible in varous contexts.
10
minimum size
For the primary logo:
In print, the logo should never appear smaller than 1" (25 mm). On-screen, it must appear at least 95 pixels wide.
min size: On-screen: 95px Print: 0.4" (10 mm)
For the symbol:
In print, the logo should never appear smaller than 0.4" (10 mm). On-screen, it must appear at least 25 pixels wide.
design elements
min size
On-screen: 25 px Print: 0.2" (5 mm)
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Primary Logo as reference departure brand guidelines
clear space
Let the logo breath.
We respect the logo by giving it some space. Clearspace around an identity asset is critical in order to separate the asset from other communication elements and ensure clarity and prominence.
For the primary logo, the minimum clear space that must surround the logo is equivalent to the double size of its x-height.
For the symbol d, the minimum clear space that must surround the logo is equivalent to the third of its cap-height.
Clearspace is 3X (X = x-height of logotype)
Clearspace is 1/3 X (X = height of symbol d) note: the x is calculated from baseline to the cap-height.
2x
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1/3x departure brand guidelines
design elements
usage on backgrounds
The full-color logos should be used only on white, black, blue, or brown colored backgrounds.
Avoid using full-color logos on photographs unless the logo sits on a black, white, or high-contrast area of the image.
departure brand guidelines
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13
one-color use
The one-color logo can be used on photographs and various color backgrounds.
The one-color logo should only be used in d_dark grey and white colorways.
departure brand guidelines 14 design elements
typography
type is beautiful, and it matters.
Type is more than a design element. It articulates our message, expressing both what we say and how we say it. Modern, easy to read, and humanist, the Noto family is closely aligned with the departure brand personality. We use it within products and in communications across brands.
字體身為資訊承載者，
Noto family is intended to be visually harmonious across multiple languages, with compatible heights and stroke thicknesses.
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departure brand guidelines
design elements
其風格以及表現會影響 讀者的體驗和感受。
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noto sans cjk jp/kr
japanese korean
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Colour plays an essential role in expressing and differentiating our company visual identity. How we use colour adds expression to our visual identity. departure brand guidelines
design elements
colorcolor captures passions, inspires emotions, and connects people.
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color palette
RGB 0 155 223
CMYK 83 20 0 0 HEX 009BDF PMS
RGB 29 78 137
CMYK 95 71 18 4 HEX 1D4E89 PMS 7686C
RGB 94 71 60
CMYK 44 56 59 54 HEX 5E473C PMS 7582 C
CMYK 57 49 47 38 HEX 5F5C5C PMS 11C
departure brand guidelines 21 design elements
blue
classic
pinecone
92
RGB 95 92
dark grey Use RGB and HEX formulas for on-screen and digital use. CMYK and PMS builds are for print applications. oriole RGB 255 119 13 CMYK 0 64 100 0 HEX FF770D PMS 2018C
cerulean white RGB 255 255 255 CMYK 0 0 0 0 HEX FFFFFF The Psychology of Orange Orange is the color of adventure and communication. The color orange is enthusiastic and has rejuvenating characteristics. Because of its close association with red, orange is associated with meanings of joy, warmth, heat, sunshine.
299C