VISUAL IDENTITY & BRAND GUIDELINES
Ka lb a rri Co a s t a l C li ffs, We ste rn Austra li a
Our backpacks are part of the brand, but is by no means the whole story. Our brand has been created to present a clear and recognisable identity wherever we travel.
CO N T E N TS PA G E BRAND GUIDELINES A . I N T R O D U C T I ON A b o ut Our Bra nd To ne o f Vo i ce
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B . LO G O DE S I G N Ou r Bra n d M a r k B ra nd Va r i a t i o n C le a r S p a ce T i t le ma r k Lo g o by Lo ca t i on
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C. C O LO U R PA L ET T E Ou r C o lo u r Pa le t te C o lo u r by Lo ca tion
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D . TYPE FA C E Ou r Typ e fa ce How to u s e i t
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E. BADGES E a r n You r Ba d g e s
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F. PH OTO G RA PH Y Ou r Pol a roi d Styl e A p p l i c a ti on
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I N T R O D U CTI O N
A
AB O U T OUR BR AND
S earch A dve nture s
How does TRAVELKIT work?
Your L o c a t ion
$1 4 9
A by s s S cuba D iving
Our mission is to bring a easier, safer and more secure travelling experience right in the palms of your hands. Our app is really quite straightforward - simply enter your destination on the homepage, and we’ll show you all the great activities, transport links and hostels around. Choose what tickles your fancy, put together your itinerary and that’s it - we’ll sort out the rest, its like your very own personal travel agency on the go!
278 Rocky Point Rd, Sydney
11 A pr - 14 A pr
Our brand is a promise of what travellers can expect when ever they use our app and is expressed through everything we do.
2 Gue s t s S earch & E x pl ore
Your A dve nture Awa i t s
$24 1
S ynde y Bridge C lim b 3 Cumberland St, Sydney
$195
Blue Mount ains Wild Tour Blue Diamond Tours
$595
Blue Mount ains C am p & Tre k Blue Mountain Guides
introduction about our brand A.1 $4 9
B ondi B each Sur f L e s s ons
TONE OF V O I CE Think of TRAVELKIT as your new travel companion We know a lot about the world and travelling to new destinations. The world is our oyster and our tone of voice is important. Communication is as much about the way we say things, as what we say. When we speak we are welcoming, young and trustworthy. We write using a friendly personality, using words like our, we and your instead of the and it to create a personal and friendly language through diction and narration.
introduction tone of voice A.2
LOGO D ES I G N
B
BR A N D MAR K Our primary logo is your backpack Our mission is to bring the world into everyone’s pockets. TRAVELKIT lets you book amazing activities and transport links from countries all around the world, who otherwise may not offer their services online. We use our primary logo to present ourselves to the world, using it whenever possible in any print and digital formats. It’s our clearest visual mark in the app scene and for travellers alike, it works on both dark and light backgrounds and is essential to hold our brand identity together.
logo design brand mark B.1
Grey-s ca l e:
LOGO VA R I AT I O N S Grey-scale and Monotone We love to use our signature colours throughout all of our platforms. However, if you want to go old school, occasionally colour can’t always be used. For work that can only be produced in mono, a single colour version of the logo is available. The logo may also be used in grey-scale.
Mo noton e:
logo design logo variations B.2
C L E AR SPAC E Keep the area around the logo relatively clear. The minimum clear space is a third of the logos width. Our backpack should always appear within this recommended amount of clear space.
sizing Scale and proportions are determined by the space our backpack finds itself in. To stop our backpack from getting lost it should never be smaller than the example below.
digital print
30px height 0.3 inches
logo design clear space B.3
X 1/3
X
X 1/3
TITLEMA R K Sometimes our logo needs help in getting our brand across Our backpack is sometimes accompanied by our title mark and slogan. This is used across all digital and print based solutions. Elements of the name and logo together must not be re-proportioned or modified.
Your Essential Travel Companion
logo design titlemark B.4
LO G O BY LOC ATION Our backpack colours changes depending on your location Our colour palette and backpack icon moves with you. The app’s location services is a key feature and depending where you are in the world the app changes to suit your location. The colour and backpacks change depending on the continent your travelling to:
Oceania, Americas, Asia, Europe and Africa.
Oceania
logo design logo by location B.5
Americas
Asia
Europe
Africa
logo design logo by location B.6
COLO UR PA L E TTE S
C
CO LO U R R EF ER E NC E Our colours makes us shine Our main colours are made up of five colours. These are our primary colours for our backpacks and text. Please follow the CYMK and pantone references shown. The colours can be used at any tint in between 60% and 100% where appropriate.
colour palette colour reference C.1
summit blue pantone 563 c
granite grey pantone 5477 c
61A5A0 r97g165b160 c59m16y36b2
5B6D69 r19g109b105 c62m37y46b24
summit blue dark
granite grey dark
terrain red pantone 7608 c
forest green pantone 7494 c
wet sand pantone 7535 c
winter black black 6 c
93344A r147g52b74 c26m74y63b22
869C60 r134g156b96 c63m0y39k0
CCC4A1 r206g196b161 c26m23y39b6
111515 r17g21b21 c72m66y65b76
terrain red dark
forest green dark
wet sand dark
colour palette colour reference C.2
CO LO U R BY LOC ATION Our colour palette moves with you Please see examples of how to use each colour and backpack by location.
colour palette colour by location C.3
Oceania Colours
Americas Colours
summit blue summit blue dark winter black
granite grey granite grey dark winter black
Asia Colours terrain red terrain red dark winter black
Europe Colours forest green forest green dark winter black
Africa Colours wet sand wet sand dark winter black
colour palette colour by location C.4
TY P O GR A PH Y
D
primary type face :
abcdefghij klmn opqrstuvwxyz ABCD E FGHIJKLMNOPQRSTUVWXYZ 1 234567890$%?!£
O U R T Y P E FAC E
D os i s Se m i - B old
Where type meets the world... Adventurous, bold and friendly, the Dosis family mirrors the passion for travelling and should be used when designing or marketing backpacker. Our typeface should always be set in the Dosis type family.
Dosi s B old
abcdefghijklmnopqrstuvwxyz ABCDE FGHIJ KLMNOPQRSTUVWXYZ 1234567890$%?!£ suppo rting:
Do s is Me d i u m
abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$% ?!£
Do si s Bo o k
abcdefghijklmnopqrstuvwxyz ABC DEFGHIJKLMNOPQRSTUVWXYZ 1234567 890$%?!£
typography our typeface D.1
HOW TO U SE I T h e a d l ine Dosis Bold - Upper-case Tracking is +100 (adobe packages) Always found in darker palette tones
sub titl e Dosis Medium or Semi-Bold, lower-case. Tracking is +100 (adobe packages) Found in lighter palette tones
b o d y co py Dosis Book, sentence case, ranged left. Tracking is +50 (adobe packages) Always found in darker palette tones
typography application D.2
BADG E S
E
EA RN YOUR BAD GE S Earn your backpack badges “Earn Your badges” is an award scheme which represents different types of activities. See to the right examples of our ‘backpack badges.’
badges earn your badges E.1
badges earn your badges E.2
PH OTO GR AP H Y
F
PO LA ROI D S T Y L E We love our polaroids and pentax photography When using any photography we must remember to make it authentic. We love going old school by using polaroid shots and pentax photos. Together this style represents us as a brand and we always use this style of photography across all elements.
photography polaroid style F.1
A PPLICAT I O N We like to keep it old school. When applying our travel photography to our app we always select landscape shots.
photography application F.2
photography examples F.4
photography examples F.4
Ka rj i n i Na t i o n a l Pa rk , We ste rn Austra li a
H E R E C O MES ADVEN T URE This is your essential travel companion