Indigo Brand Guidelines by mallory smith

Bra n d gu i de l i n e s

201 2

Indigo brand guidelines

Indigo Submarines provides exotic travel opportunities to the curious-minded, offering chartered submarine tours for research explorations or thrill-seeking adventures. Boasting a highly experienced crew and two of the most sophisticated submarine vessels at sea, passengers experience a one-of-a-kind mission to the most unexplored territory on Earth, the underwater realm.

SECTION

Brand importance

brand at tributes

A company’s identity is increasingly important

• edgy

in our consumer-driven society. Even

• technical

companies offering the best quality goods

• strong

and services may go unnoticed without the

• modern

complementary solution of an identity

• rugged

system. In order to create presence in the

• experienced

marketplace, a company must adopt a constant

• savvy

set of visual aesthetics that align with their

• sophisticated

company’s vision.

• adventurous • educational

A carefully controlled corporate identity is

• exploratory

one of the most effective ways of projecting a

• high-tech

powerful image that will help Indigo succeed.

• respected

Indigo brand guidelines

• thrill-seeking • awe-inspiring

Contents The Indigo Logo.............................. 5

Photography.................................... 25

Logo Elements...................................... 6

Photo Style............................................ 26

Logo Signatures.................................... 7

Vignette Effect...................................... 27

Color Options....................................... 8 Clear Space/Minimum Size................... 9 Inappropriate Uses................................ 10

Color Palettes.................................. 13 Distribution......................................... 14 Neutral Palette..................................... 15 Blue Palette.......................................... 16

Campaign........................................ 29 Confront the Abyss................................ 30

Applications..................................... 33 Submarines.......................................... 34 Sub House............................................ 35 Interior Graphics.................................. 36 Signage................................................ 37 Apparel................................................ 38 Goodies................................................. 40

Typography...................................... 19

Stationery............................................. 41

Briem Akademi Std.............................. 20

Web..................................................... 42

Galliard............................................... 21

Ipad & Mobile Devices.......................... 43

Helvetica.............................................. 22 Georgia................................................ 23

Indigo brand guidelines

Gradient Use........................................ 17

the indigo logo

logo elements

emblem

To begin creating an effective branding solution, we introduce the Indigo logo pictured to your right. The wordmark was highly altered from the technical Briem Akademi Standard font family (which may be seen in the type treatment section on page 22). To create a unique mark, several of the letters have been altered to produce eye-appealing symmetry which will be completely distinct to Indigo submarines. The emblem was created to enhance the high-

Indigo brand guidelines

tech appeal of Indigo submarines, being both simplistic and modern. Through the use of the cube shape, another technical element is added. Additionally, the abstracted arrow within the cube creates a story. This projects to the viewer that adventure is downward, or beneath the surface. In addition, the dark blue indigo color speaks to the name of the company and the the gradient effect mimics the murky depths a submarine would encounter upon its descent.

downward arrow

wordmark

the indigo logo

logo signatures

When the Indigo logo is used in its most favorable appearance, it includes both full color and gradients and the wordmark is seen in the gray gradient format. In any circumstance that permits the use of color and gradient, use one of the appropriate logos from the list to the right. These

marks will be considered the preferred logo choices. A. Horizontal Logo: This logo may be used in horizontal applications.

This logo may be used in vertical applications. C. Emblem: This emblem may be used in either vertical or horizontal applications. It is the most versatile mark and may be useful in small applications. It may replace the use of the horizontal and vertical logos when the Indigo name is noted elsewhere on a piece.

Indigo brand guidelines

B. Vertical Logo:

the indigo logo

color options

When none of the preferred signatures may be applied due to media or budget constraints, or when the legibility is compromised, these alternative logos may be employed.

D. Horizontal Logo—White: This logo may be applied on dark backgrounds in horizontal applications. E. Vertical Logo—White: This logo may be applied on dark

Indigo brand guidelines

backgrounds in vertical applications. F. Horizontal Logo—one color: This logo may be applied only when color is not available in horizontal applications. G. Vertical Logo—one color: This logo may be applied only when color is not available in vertical applications.

the indigo logo

Clear space

MINIMUM s i z e

In any of the three standard formats

(horizontal, vertical, & emblem) use the

(horizontal, vertical, & emblem) the

indicated clear space to surround the logo.

logos must be no smaller than the indicated

A. Â˝ the vertical height of the emblem

point size denoted. This will ensure and

B. Âź the vertical height of the emblem

protect the marks integrity and visibility.

A A

92 x 24 pts

B B

30 x 30 pts

Indigo brand guidelines

44 x 61 pts

the indigo logo

INAPPROPRIATE USES In order to effectively retain the Indigo brand, it is important that the logo is presented accurately and completely. Under no circumstance should any component of the three main logo formats (horizontal, vertical, or emblem) be redrawn, modified or altered. Reproduction of the logo must always be completed using the approved electronic files provided. The logos depicted on this page are examples of inappropriate usage; these kinds of alterations are

Indigo brand guidelines

not permissible.

A. Separation:

D. Gradients:

The wordmark

None of the

may not be

gradients within

dismembered from

the wordmark

the emblem and

or emblem may

used by itself.

be altered. This

includes both color B. Rotation:

and directional

None of the logos

changes.

may be rotated at any degree.

E. Color: None of the logo

C. Effects:

colors may be

None of the logos

changed under any

may receive any

circumstance.

additional effect treatments.

F. Proportions: None of the logos elements may increase or decrease in prominence.

the indigo logo

G. Placement:

J. Skew:

No part of the logo

None of the logos

is to be moved from

may be skewed or

its original position.

stretched.

*To ensure that the appropriate logos are used, the following files are provided. By using these files provided, all instances

H. Cropping:

K. Additions:

No part of the logo

No supplemental

may be cropped

element may be

from view.

added to the logos.

of inappropriate use are prevented. H.

• horizontal.eps • vertical.eps

I. Blur/Fade:

L. Type:

None of the logos

The wordmark may

may be blurred or

never be substituted

the colors faded.

for any typeface.

• emblem.eps • vertical_white.eps • horizontal_white.eps • vertical_onecolor.eps

• horizontal_onecolor.eps

Indigo brand guidelines

color palet tes

COLOR PALETTES

COLOR PALETTE d i s t r i b u t i o n The chart located on the right provides an overview of the color palettes at your disposal. In addition, it provides a percentage to aid you in the recommended frequency of each palette on a page or layout. It is not an absolute measure but

60% white

will help to support a consistent look and feel to various collateral pieces.

Indigo brand guidelines

25% neutral

10% gradien t 5% blue

COLOR PALETTES

Neutral palette This palette is the primary palette, with the exception of white. They may be used as the solid swatches provided or in

Neutral Palette Grey

combination to form a neutral gradient.

Pantone 429 CMYK 3·0·0·32 RGB 176·183·188

Grey:

HEX #bob7bc

This color swatch is best used as a solid background color. It is not well-suited for light body copy text because it can be

Ash

difficult to read.

Pantone Cool Gray 7

Ash:

RGB 173·175·178

CMYK 0·0·0·37 HEX #adafb2

This color swatch offers a subtle contrast to the grey and charcoal. It can be used to It may also provide a good option for a solid background color. Charcoal: This color swatch may be used as body copy text or as a background color in applications where a darker background is needed.

Charcoal

Pantone Cool Gray 10 CMYK 0·2·0·60 RGB 128·127·131 HEX #807f83

Indigo brand guidelines

denote or highlight differing information.

COLOR PALETTES

Blue palette This palette is the secondary palette, being used sparingly within a layout. These swatches are provided to supply subtle

Blue Palette Turquoise

pops of color when needed. They may be

Pantone 639 CMYK 55·5·0·10

used as the solid swatches provided or in

RGB 90·177·218

combination to form a blue gradient.

HEX #5ab1da

Turquoise: This color swatch is as an

Indigo

accent color which may be used

Pantone 2736

sparingly on white backgrounds.

CMYK 87·85·0·0

Indigo:

HEX #44479d

RGB 68·71·157

Indigo brand guidelines

This color swatch is as an accent color which may be used sparingly on white backgrounds. Navy: This color swatch is as an accent color which may be used sparingly on white backgrounds.

Navy

Pantone 2766 CMYK 100·94·0·47 RGB 17·23·94 HEX #11175e

COLOR PALETTES

Gradient use Because the gradient is an integral element within the Indigo branding system, itâ&#x20AC;&#x2122;s important to include this component in your applications. Derived from the Indigo emblem, the gradient should compliment and comply with its gradient style. Using the colors within each palette, you

turqouise

indigo

navy

may create gradients such as the linear blue palette at your right. It can be seen in use as the page tabs of this document. In addition, the use of a neutral palette gradient may be useful. To the right is one example that may be applied.

Mixing and matching more than one type of gradient on a singular application can compromise the clean & simple look of the Indigo style.

grey

charcoal

Indigo brand guidelines

*Overuse of the gradient is discouraged.

typography

Typography

briem akademi std Briem Akademi STD was chosen for its cutting-edge, technical appearance and was used as the base font for the Indigo logo. It is the perfect display font for use in headlines and subheadings. However, It is not to be used for body copy because it can prove challenging to read when multiple sentences are used. *When using either of the condensed versions, the tracking must be at least 150 points. It is never to be used without this appropriate tracking because it reduces the

Indigo brand guidelines

legibility of the type. Type: san-serif display font Used for: headings subheadings Applications: print media web banners

B r i e m A k a d e m i STD

Briem Akademi STD

Semibold Condensed

Regular

A B CDE F GHI J KLM

ABCDEFGHIJKLM

NOP Q RSTU V W X YZ

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Briem Akademi STD

Condensed

Semibold

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Typography

Galliard Galliard was chosen for its timeless appeal that implies professionalism and sophistication. It is the perfect choice for body copy and may even be used for headings and subheadings. Type: serif font Used for: body copy headings subheadings

print media web banners

Galliard ITCRmSCapCC

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Galliard ITCltCC

GalliardCC Roman

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Galliard ITCRmOstyCC

GalliardCC Italic

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Indigo brand guidelines

Applications:

Galliard Moser

Typography

Helvetica Helvetica was chosen for its simplistic and modern corporate appeal. It is a sanserif web font that is to be used as one of the two exclusive typefaces for Indigo web and mobile applications, specifically for use in headings and subheadings. Type: san-serif web font Used for: headings

Indigo brand guidelines

subheadings Applications: web

Helvetica Regular

Helvetica Light Oblique

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Helvetica Oblique

Helvetica Bold

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Helvetica Light

Helvetica Bold Oblique

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Typography

Georgia Georgia was chosen for its similar style and feel to the print font Galliard. It is a serif web font that is to be used as one of the two exclusive typefaces for Indigo web and mobile applications, specifically for body copy text.

Type: serif web font Used for:

Georgia Regular

Georgia Bold

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Georgia Italic

Georgia Bold Italic

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

body copy

web

Indigo brand guidelines

Applications:

photography

Photography

Photo style The Indigo photographic style is both mystical and exotic. It has rich, dark

Indigo brand guidelines

hues and possesses very realistic qualities.

Photography

v i g n e t t e e ff e c t In order to accomodate the Indigo photo style, it may be useful to create dramatic tones in otherwise stock-like photographs. To do so, a distinct vignette effect may be applied. To create the vignette effect, you may apply a grey gradient multiplied on top of the photo, as seen at the right. To produce more subtle effects, turn down the opacity of the gradient swatch.

Indigo brand guidelines

campaign

CO n F RONT THE A B YSS Upon conclusive research we believe that Indigoâ&#x20AC;&#x2122;s target audience are young adult thrill-seekers with a love for nature. Focusing upon the sublime beauty of nature, this campaign will appeal directly to this group. We propose a series of ads, billboards and bus shelters to reach a wide potential customer base. In addition, we introduce the new slogan â&#x20AC;&#x153;Confront the Abyss.â&#x20AC;? Speaking directly to the adventurers, we challenge them to take a trip to the mystical underwater realm.

Indigo brand guidelines

Sample ads are pictured to the right. These ads would be featured in travel/adventure magazines such as National Geographic. The images are consistent with the Indigo photo style and use the accompanying copy to appeal to both thrill-seekers and nature-lovers. In addition, a call to action is provided by displaying the website and QR code, an appropriate media outlet for our target demographic.

31 campaign

Indigo brand guidelines

applications

Applications

SU B m a r i n e s To complement the Indigo title, the twin submarines will be named Azure & Cerulean, being synonymous with the color blue. They will have the same graphic elements applied with the exception of the submarine names being displayed next to

Indigo brand guidelines

the Indigo emblem.

Applications

Sub house The exterior of the sub house will be covered in a white lacquer weather-resistant material. The high gloss finish will project a modern aesthetic. It will shine in the sunlight drawing the attention of both boaters and visitors. In addition, the emblem will be upscaled to create a large sculptural element on the upper right hand corner of the building. At night, lighting behind the emblem will produce a glowing effect that will light up the shoreline.

Indigo brand guidelines

Applications

Interior graphics To add pops of color in the white interiors you have the option of applying wall graphic decals in areas such as the orientation room pictured to the right. This is a prime location to display your identity

Indigo brand guidelines

to potential clients.

Applications

SIGNAGE

Office signage

Directional signage

Throughout the subhouse there are opportunites to further brand the space itself. By applying office and directional signage we can create a cohesive identity within the space. Additionally, you may add interior banners to the reception area to greet guests and introduce your brand.

Interior banners

Indigo brand guidelines

Applications

Apparel These examples illustrate gift shop tees focusing on the Indigo logo and the

Indigo brand guidelines

campaign slogan â&#x20AC;&#x153;Confront the Abyss.â&#x20AC;?

Applications

Apparel These examples illustrate more luxurious items that could be sold at the gift store, but are primarily intended for the staff at Indigo as a functional wardrobe piece that could be worn on company outings.

Indigo brand guidelines

Applications

GOODIES Extra goodies that may be distributed to staff or sold in the Indigo gift store might include some of the following items: water bottles, coffee mugs, gloves, carabiners, trail guides, Iphone cases, backpacks,

Indigo brand guidelines

messenger bags, and hats.

Applications

STATIONERY

2 3 5 o cea n d ri ve â&#x20AC;˘ l a j o l l a , ca l i f o rn ia 9 2 0 3 7 â&#x20AC;˘ i n d i g o s u b ma ri n es. c o m

To your right is the Indigo stationery set which will include letterhead, envelope and business cards.

December 3, 2011 Mrs. Kathleen York 86 Pines Court La Jolla, CA 92037 Dear Kathleen: Arum audaniet fugitibus denducimilit et velition pro quos eum que cullupt atesendam essitenda eos molest unto quia dentis dolumque simusci vellorpos aut as quibus, sit voluptatiis solo dolupta simaio odigent quid maio est, tem enem cullupt atquam vel eribea dolut vollor apellit atiorectas explaborro corum landaepudae qui alit restium nes arum illorestrum cullupt asperum ulpa que num quide velecusae esed. Quaerum exerecti soluptatis sit volorum ellorumquo berciatiates duntis accumquiate endest dolestoObitatis pa doluptat atiam quidus, is sedignimodit lia volutem quisi test pro estotaq uiatescil maxime volorectis prae. Nate ratempe rrorernatur, ut etus et vel ipsam, ide perchil mo maiorep ratendu nduciet faceper erepell aborro blaces qui doloris as et inis ad quiatectatis sus ma nobist, iunt eum facidenda eiumque vellend icipsant event hil mil ipsum, consedicium quis num, cum estis aut harum harcil idebist, culparc hillupt ionsequi di blant hic tem idenihi caectat imi, si dicto derum quibust omnisimus.

Jacob Henderson Jacob Henderson Director of Oceanography

Indigo brand guidelines

Sincerely,

APPLICATIONS

web In creating a web presence we remained focus on the clean lines and the minimalistic Indigo style. The home page will rotate photographs that relate to the â&#x20AC;&#x153;Confront the Abyssâ&#x20AC;? campaign. Notice the use of the appropriate websafe fonts, Helvetica and Georgia. All the necessary information to learn about customizing an adventure and contacting the booking office will be readily accessible in the navigation. To further aid in user exploration of the

Indigo brand guidelines

site, there will be a photo stream at the bottom where new photos may be added as often as they are taken. This will provide potential clients with a better idea about what kind of things they may see on an underwater adventure in hopes to pique their interest.

applications

ipad & mobile devices To complement the website, both an iPad and iPhone friendly website will be created. It features the same user-friendly navigation in an appropriate format for each medium.

Indigo brand guidelines

for more information regarding this document please direct questions to: Mallory Smith 270.703.7755 madebymallory@gmail.com