Brand Identity Manual
Trekcara was the vision of Ben Martin, a Boulder, CO native with a passion for adventure. Wanting to find others who shared this same passion, he turned to online resources in search of someone to accompany him on his frequent journeys. The idea occurred to Ben that others must exist who also wanted to find a perfect travel companion. Ten years later, Trekcara is the largest online resource for finding travel partners, and has transformed into a leading producer of quality outdoor clothing and equipment. This success is the result of Ben’s perseverance and clear focus, both of which are qualities of all Trekcara members. The members of Trekcara appreciate the journey more than the destination point, and understand that the right equipment and companion are essential in having the most fulfilling experience.
This is the primary Trekcara logo. All other Trekcara logos are variations of this. We are proud of our logo and ask you do not alter it or any of its variations.
The Trekcara Logo The Trekcara logo displays characteristics that Trekcara always strives to embody — adventure, exploration, and wilderness. By using it consistently, our company is strengthened and communicates a uniďŹ ed message.
All variations of the Trekcara logo are available to be downloaded at Trekcara.com.
Live. Travel. Explore.
Live. Travel. Explore.
Live. Travel. Explore.
Live. Travel. Explore.
Color Palette The colors of Trekcara are pulled from natural surroundings. It is important that these colors are maintained in order for Trekcara to have a distinguishable appearance. The colors that should be used when designing for Trekcara are as follows:
CMYK: C70 M51 Y24 K3
CMYK: C23 M8 Y0 K0
RGB: R92 G117 B152
RGB: R192 G215 B240
WEB: #5C7598
WEB: #C0D7F0
White is also an important color to incorporate when designing for Trekcara.
CMYK: C69 M56 Y51 K28
CMYK: C25 M29 Y43 K0
RGB: R78 G86 B92
RGB: R194 G173 B146
WEB: #4E565C
WEB: #4E565C
Dark Blue
Tan
Light Blue
Texture through Imagery Incorporating imagery of natural textures brings variety to the Trekcara design. A database is available online that provides a wide variety of images, ranging from pebbles, leaves, bark, clouds, and more. Even when using imagery, it is still important to maintain the colors of Trekcara. This is done by overlaying any of the standard colors over the image at a 75% opacity. Examples of these are shown above.
Logo Violations Trekcara is about exploration and adventure. We recommend keeping these words in mind when designing with any of the logo variations. Mixing and matching the different variations is encouraged. However, there are a few general guidelines that we ask are followed.
The logo my be enlarged or reduced, as long the size changes proportionally. Do not distort any variations of the logo in any way.
It is wrong to create the logo in any color other than those recommended in this manual.
Never add a drop shadow to the logo.
Live. Travel. Explore.
Typography
The primary typefaces in the Trekcara identity system, Agency FB and Garamond, should be used on all printed materials, such as stationery, ads, newsletters and brochures. Consistent use of typography helps create a distinct visual identity. Agency FB is our serif font. It was chosen because it has a modern feel with a rugged tone. The organic character shapes of Garamond provide a good complement to Agency FB when a sans serif typeface is required. Garamond is a standard typeface included on most operating systems (Windows XP, Vista, Mac OS, etc.). Agency FB should be installed on all Trekcara business computers. If it is not, e-mail info@Trekcara.com. Agency FB is our headline font, but it can also be used for subheads and for small amounts of body copy. Garamond should be used for body copy in long documents such as newsletters and reports. Uppercase and lowercase, ush left, rag right is the recommended usage in most situations.
A few guidelines
Type should never be colored black, as it is not a standard Trekcara color and is used as minimally as possible. Never print Agency FB text smaller than 6 pt. Never print Garamond text smaller than 5 pt.
Agency FB ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Garamond
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Business Papers
Business cards and envelopes can be ordered online through the Trekcara company website. The letterhead template can be downloaded from the Trekcara company website.
Letterheads should be printed on Ivory Classic by Neenah paper.
Top
1
1
Live. Travel. Explore. Bottom 8.5 x 11
2.75 8 pt
(303) 443 - 3735 www.Trekcara.com Info@Trekcara.com 714 Whittier Ave Boulder, CO 80301
8.5 #10 Envelope Front
.25 Ben Martin, Owner
1.75
Phone 1: (303) 443 - 3735 Phone 2: (719) 201 - 3917 Email: Ben.Martin@Trekcara.com 714 Whittier Ave • Boulder, CO • 80301 www.Trekcara.com
.16 12 pt
.5
.18 9 pt
714 Whittier Ave
Boulder, CO 80301
10 pt
Back
.5
2
.75
Live. Travel. Explore.
3.375 (303) 443 - 3735 www.Trekcara.com Info@Trekcara.com 714 Whittier Ave Boulder, CO 80301
.75
3.5
9 Units in inches unless otherwise noted.
Event Poster Event posters should give detailed information in an organized fashion. They should utilize a grid structure while maximizing white space and display a clear hierarchy in the design.
Experience an adventure. Come learn about Trekcara, and how you can become a member of one of the fastest growing traveling communities.
When: Where:
Tuesday, January 10, 2012 Rotunda D, SDSU Campus
For more information, contact Ben Martin at (303) 443-3735 or visit Trekcara.com.
Our History Trekcara was the vision of Ben Martin, a Boulder, CO native with a passion for adventure. Wanting to find others who shared this same passion, he turned to online resources in search of someone to accompany him on his frequent journeys. The idea occured to Ben that others must exist who also wanted to find a perfect travel companion. Ten years later, Trekcara is the largest online resource for finding travel partners, and has transformed into a leading producer of quality outdoor clothing and equipment. This success is the result of Ben’s perseverence and clear focus, both of which are qualities of all Trekcara members. The members of Trekcara appreciate the journey more than the destination point, and understand that the right equipment and companion are essential in having the most fulfilling experience.
Live. Travel. Explore.
Newsletters Bringing People Together Greg Beier & Jeff Hawkins
Greg Beier
The main goal of Trekcara is to bring together compatible people who can not only experience a great journey with each other, but who can also maintain a friendship throughout their lives. This has been the case for many of our matches, including Jeff Hawkins from South Pasadena, California, and Greg Beier, from Quedblin, Germany. Before meeting, these men were both interested in visiting Mongolia and hiking the Mongol Altai mountains. They had many similarities in their travel profiles. Both had a limited budget, an open Jeff Hawkins schedule, and an eagerness
for exploration. Our personality test found them to be compatible, and shortly after they got in contact, they were both boarding planes to meet in Mongolia. During their adventure, they were able to successfully make their way through the Mongol Altai mountains, camp in the wilderness, and, most importantly, create a lasting friendship. When Greg was asked about the trip, he state, “It was like we had always been friends. I can’t imagine experiencing this with anyone else.”
If you haven’t created a Trekcara travel profile yet, but want to experience an adventure similar to Greg and Jeff, visit Trekcara.com to take the first step.
I can’t imagine experiencing this with anyone else. — Greg Beier
Success Story February 2012 Vol.12, No.6
Our History Trekcara was the vision of Ben Martin, a Boulder, CO native with a passion for adventure. Wanting to find others who shared this same passion, he turned to online resources in search of someone to accompany him on his frequent journeys. The idea occurred to Ben that others must exist who also wanted to find a perfect travel companion. Ten years later, Trekcara is the largest online resource for finding travel partners, and has transformed into a leading producer of quality outdoor clothing and equipment. This success is the result of Ben’s perseverance and clear focus, both of which are qualities of every Trekcara member. Members of Trekcara appreciate the journey more than the destination point, and understand that the right equipment and companion are essential in order to have the most fulfilling experience.
Newsletters are produced monthly by our in-house marketing staff and sent to our subscribers. When they require a large amount of text in a small area, they should maintain a clear grid structure and strong hierarchy.
Packaging Trekcara strives to keep our packaging fresh and unique with each product. This example is custom packaging for a special addition shoeline.
Live. Travel. Explore.