CAMPXPRESS
BRAND STYLE GUIDE
This guide exists in order to offer you the most ease possible in utilizing the branding that “Camp Xpress� has developed.
Welcome | 2
TREE of CONTENTS 04
MISSION & COMPANY PROFILE
06
LOGO INTRODUCTION
08
USAGE
09
COLOUR
10
RULES
12
TYPOGRAPHY
13
PATTERNS
14
APPLICATION
16
IMAGERY
18
CLOSING
Contents | 3
MISSION “Camp Xpress� is a week long, overnight Summer camp based out of Belcarra Park in British Columbia. The age range is from 10 to 16 years and will later incorporate young leaders up to 19 years old from previous years. The program offers youth a unique experience to put together a dance and movement based piece with guidance from professional dancers and performers. Inspiration will be gathered through a series of adventures into the great outdoors. Youth will also learn to operate basic camera equipment and other technology to both record and bring the big show to life. The final performance will be on the last day.
Mission | 4
dance.technology.collective.nature. camp.creation. xpress.
Mission | 5
LOGO INTRO The “Camp Xpress” Logo embodies the fun, mysterious and enticing nature of our summer program. The circular shapes in the eyes cross in the middle creating an “X”. These represent the unique ways of life that are brought into the collective atmosphere of the camp. The owl represents the virtue of patience as well as observation, nature, and movement. The circular features represent the cycles of nature as well as creation and re-creation. The infinity sign within the circle of the head shows that unlimited creativity is possible within the finite.
Regular Logo Colour Inspired by sunrise and sunset over water. Cycles & setting off on adventure!
Greyscale Use our greyscale owl when colour can’t be used only over a close to white medium.
Reverse Use our reverse owl when putting over a black medium.
Logo Introduction | 6
Secondary Logo
Stacked Logo Our secondary “stacked� logo works perfectly for mediums such as posters, t-shirts, hoodies, sweaters and anything else that benefits from a portrait view of our feathery creature.
Secondary Logo Introduction | 7
USAGE In order for the logo to remain effective it needs a bit of breathing room. Please allow for the suggested white space around the outside. This is the size of the “X”. Don’t allow any elements or type to camp out within this zone.
Secondary Logo
Usage | 8
Minimum Size 1”
The minimum size that the primary logo should ever be displayed is 1” wide to keep legibility and a clear message.
1”
The minimum size that the secondary logo should ever be displayed is 1” high.
COLOURS The colour story of “Camp Xpress” is about unlocking the feelings of hope inherent in the first hours of the day during sunrise. The colours also represent the state of reflection and growth in the last hours of the day during sunset. A perfect balance of warm and cool colours mirror the balance within our minds after a week of co-creation at “Camp Xpress” .
CMYK: 91 83 2 0 RGB: 57 73 155 HEX: 39499b PANTONE: REFLEX BLUE U
CMYK: 0 45 68 0 RGB: 255 171 81 HEX: ffab51 PANTONE: 804U
CMYK: 52 43 43 8 RGB: 128 128 128 HEX: 808080
Colour | 9
RULES CAMP XPRESS CAMP X typeface. PRESS Do not change the CAMP XPRESS CAMP XPRESS CAMP XPRESS CAMP Do not switch out XthePcolours RESS from the brand standards. CAMP XPRESS CAMP XPRESS CAMP XPRESS est. 201 5
Do not stretch or distort the logo.
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Do not reposition any element in relation to the other.
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Do not tilt or rotate any element of the logo, or the whole logo.
Do not alter the geometry of the logo in any way.
Rules | 10
S
S
CAMP XPRESS CAMP XPRESS Feel free to blow up the logo to
CAMP XPRESS CAMP XPRESS Do impose the logo over lighter
any size above the minimum.
grey and close to white mediums.
Feel free to use our greyscale logo at your leisure. Use colour when possible.
Use our reverse logo only on black backgrounds.
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S
S
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Rules | 11
TYPOGRAPHY “Quicksand” was selected as the type due to it’s circularity complimenting the logo and message of the brand. Please use it in bold for titles and headlines. For body copy use regular weight. All provided fonts are free and accessible google web fonts.
Quicksand Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Arvo has been selected and tested as an alternate body font for the brand. It compliments and works well with “Quicksand”.
Arvo Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Typography | 12
PATTERNS These fun patterns were created using the base geometry of our logo. This first one is a simplification of the owls’ eyes. This was used as a means to add focus to all they represent as stated in the Logo Introduction.
This pattern is another rendition of the owls’ eyes. This was used as an opportunity to play with and expand on the idea of connectivity between circles and the depth that can be created through collectively creating. further with the connections of the circular elements.
Patterns | 13
APPLICATIONS This section provides key examples of the appropriate use of the main elements of the brand when it comes to business applications as well as Merchandise to be sold at the summer camps. These are updated each year based on demand and feedback.
Applications | 14
Merchandise
Applications | 15
IMAGERY All imagery for “Camp Express” in regards but not limited to web, print, and promo must embody the nature of the program. Photography of dance and the human form, nature and it’s geometry are preferred. The tone should aim to capture the essense of a variety of keywords. Joyful, creative, collaborative, serene, fun, adventurous are some of the most important ones to us. Refer to the following examples.
Section | 16
Section | 17
What I am really saying is that you don’t need to do anything, because if you see yourself in the correct way, you are all as much extraordinary phenomenon of nature as trees, clouds, the patterns in running water, the flickering of fire, the arrangement of the stars, and the form of a galaxy. You are all just like that, and there is nothing wrong with you at all. -Alan Watts
Final Words | 19
DESIGNED BY: MARK SILLER COPYRIGHT© 2016