Brand Guideline Corporate Identity I HITCHHIKERS
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HITCHHIKERS Visual Identity Core Guidelines
1. OUR BRAND 1.1 Introduction 1.2 Core Identity 1.3 Protecting the icon & Logo 1.4 Color Overview
2. THE CHECK GRID 2.1 Introduction 2.2 Placement 2.3 The Grid System 2.4 Logo Size and positioning 2.5 Variants 2.6 Dos &Don’ts with Placement
3. TYPOGRAPHY 3.1 Introduction 3.2 Proportion and sizing 3.3 Positioning 3.4 Tracking and leading 3.5 Type Alignment
4. PHOTOGRAPHY 4.1 Introduction 4.2 Proportion and sizing 4.3 Positioning 4.4 Color
Our Brand 1.1 Introduction 1.2 Core Identity 1.3 Protecting the icon & Logo 1.4 Color Overview
Our Brand Introduction
Our identity is to be travel initiators to our customers. Initiators to cater to their adventure travel gear needs by providing it with ease at a reasonable cost. Bringing in the concept of travel rentals and that is our identity.
LOGO VARIATION
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LOGO IMPROPER USE
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DONT change the color of thelogo
DONT change the font.
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DONT exagerate the logo
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DONT place the coloured logo on the dark background.
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DONT place the text above the icon
DONT use the gradient in the background
Our Brand
Core Identity Elements
Diagonal check
Logo
Icon
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HITCHHIKERS Main Typeface
AaBbCcDd GOTHAM FONT FAMILY Brushstroke Typeface for Posters and ads
H I T CH GLOSS AND BLOOM
ADVENTURE CHASING EMBERS
Primary color palette
#000000
#6D6E70
#8A5A32
#007742
#271A11
#F2A41D
Secondary color palette
#FFFFFF
#135E7F
Photography - color tones
Our Brand
Protecting the icon and the Logo
Icon clear space Width of icon
Our logo makes us one of the most recognised travel rental gear brand. As a brand that serves rental gear for adventure treks the elements that are used in the logo are taken from the its name initials i.e. “H�, and from the triangular geometric form of mountains.
X
Big or small, our logo should be instantly recognisable everywhere we use it. This is why the logo never changes. Never alter the icon and logo in anyway. For maximum impact: -Place the coloured logo on white background and the Monochrome white logo on green background. -The logo can be placed on the full bleed images with lower opacity i.e. 10%. Only use the icon and never include the wordmark on third party communication.
X= Centre space between diagonal check
We protect icon with clear space. It is 50% of the icon space i.e. the space that is formed between the diagonal placement of the coloured lines. In exceptional circumstances graphic element may infringe into the clear space.
Logo clear space
Minimum Size
width of icon
X Width of icon= 07mm minimum size for print
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Width of logo= 12mm minimum size for print
X= 50%of the logo size
Keep a clear space of 50% of the logo size around the logo all the times.
There are set minimum sizes for print and online applications.
Our Brand Color Overview
The HITCHHIKERS color palette is made of four primary colours and a selection of four secondary colors. The green color is our main color that gives our brand a rejuvenating, fresh and an outgoing outlook. We use it intelligently to set the connectivity with the outdoor adventure.
Primary color palette
#000000
#6D6E70
#8A5A32
#007742
R: 0 G: 0 B: 0
R: 109 G: 110 B: 112
R: 138 G: 90 B: 50
R: 0 G: 119 B: 66
C: 90% M: 78% Y: 62% K: 96%
C: 0% M: 0% Y: 0% K: 70%
C: 40% M: 65% Y: 90% K: 20%
C: 90% M: 30% Y: 95% K: 15%
Hue: 344 Saturation: 11%
Hue: 218 Saturation: 2%
Hue: 26 Saturation: 63%
Hue: 152 Saturation: 100%
Secondary color palette
#FFFFFF
#135E7F
#271A11
#F2A41D
R: 255 G: 255 B: 255
R: 19 G: 94 B: 127
R: 39 G: 36 B: 17
R: 242 G: 164 B: 29
C: 0% M: 0% Y: 0% K: 0%
C: 92% M: 58% Y: 33% K: 12%
C: 60% M: 68% Y: 74% K: 78%
C: 3% M: 40% Y: 100% K: 0%
Hue: 217 Saturation: 0%
Hue: 197 Saturation: 84%
Hue: 24 Saturation: 56%
Hue: 36 Saturation: 87%
The Grid 2.1 Introduction 2.2 Placement 2.3 The Grid System 2.4 Logo Size and positioning 2.5 Variants 2.6 Dos &Don’ts with Placement
The Element -Grid Introduction
Static, balanced, reliable and and upward movement . The checked lines are our brand building device that ca be used in a multitude ways. It can : -hold our primary messaging. -interact as geometric form -shows movement -point to something or navigate. -shows connectivity of the collaterals. -directs the collaboration to a single centre point.
Deriving element
Vertical disection of the icon from mid- point.
Placement with lower opacity at 20%.
Half side of the icon
The Element -Grid Positioning
Always use the HALF- CHECK symmetrically. -Never place the check centrally. It is to be placed always on the page with left, right , top or bottom allignment. -It always bleed off the edge of the communication.
The Element -Grid Dos & Don’ts
DOS
The element has to be always placed on the edge aligned towards the left or the right side.
In case of heavy text the element could be scaled down to the left side bottom or the right side bottom.
The opacity of the element should never be more than 20%.
The element can also be used over the image . while using the element the colour should white or black.
-Also the tranparancy must be maintained.
DON’TS
The element must not be rotated or aligned to the top or bottom edge.
The edges of the element must always touch the edge of the page/ canvas.
While placing the element on the imagery , dont use similar opaque solid colors for the element.
Dont use coloured logo over the imagery.
Typography 3.1 Introduction 3.2 Proportion and sizing 3.3 Positioning 3.4 Tracking and leading 3.5 Type Alignment
Typography Introduction
Our typeface is GOTHAM, which is proportionate, balanced and flexible. Each weight has a role to play. The hiearachy is mentioned below with the fonts of their family. All messaging ends with the tag lone of the brand that is READY. PACK. GO! -HEADLINE Fast display for short dwell time (eg.billboard) use one line. Slow display with longer dwell time (e.g. press ads) two lines, maximum with three lines could be used. -BODY COPY Fast display use two lines slow display use only two or three lines. -CALL TO ACTION Use as required,URL must be specific to the offer/ active campaign. -TAGLINE Always stacked except in special circumstances.
GOTHAM light GOTHAM light italics GOTHAM book GOTHAM book italics GOTHAM medium GOTHAM bold GOTHAM bold italics GOTHAM black
TRACKING AND LEADING
For SUB-HEADINGS Medium Gotham font
24 pt leading between heading and sub- heading
For BODY/COPY use book or light For BODY/COPY use book or light
18 pt leading for running text
For HEADINGS use Bold or Black Gotham font
HEADING Copy copy copy copy copy copy copy
32 pt leading between heading and copy
Tracking 0- (+)50
HEADING Copy copy copy copy copy copy copy
TYPE ALIGNMENT
LEFT FOR BODY TEXT With hitchhikers, you can rent Trekkiing Gears for your maiden Himalayan Trek or rent camping gears for an overnight camping event.
RIGHT FOR BOTTOM TEXT For further details you can contact our customer care service.
CENTER FOR HEADINGS
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TEXT PLACEMENT ON POSTERS AND ADS FOR PRINT AND ONLINE PLATFORMS
Logo placement (left-top) HITCHHIKERS GO! READY. PACK.
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Main body text (centre align) Element (right-edge to edge)
Line as separating element Rent your travel gear from our online store for further information contact - 1800 212 818
Clear space
Margin
Detail body text (centre align - bottom)
Photography 4.1 Introduction 4.2 Proportion and sizing 4.3 Positioning 4.4 Color
Photography
Introduction
The photographs would play a major role in reaching out to our customers. The photographs must have the element of adventure and excitement with our products featured along. There are majorly two categories of photography style: - LANDSCAPE -PRODUCT SHOOTS LANDSCAPE : the photgraphs within this category must be edited with neutral tints . PRODUCT SHOOTS: all the product shoots must display the product with calrity and must be shot outside i.e. outdoor photography. Points to keep in mind while shooting: -CLARITY OF SPACE -PRODUCT CLARITY -VIBRANT LIGHTING -RULE OF THIRD
SIZE CHART FOR PHOTO PRINTING Paper Size
Size (mm)
Size (in.)
5R (5 x 7")
127 x 178
5x7
7:5 (1.4)
6R (6 x 8")
152 x 203
6x8
4:3 (1.333)
8R (8 x 10")
203 x 254
8 x 10
5:4 (1.25)
S8R (8 x 12")
203 x 305
8 x 12
3:2 (1.5)
10R (10 x 12")
254 x 305
10 x 12
6:5 (1.2)
S10R (10 x 15")
254 x 381
10 x 15
3:2 (1.5)
11R (11 x 14")
279 x 356
11 x 14
14:11 (1.273)
S11R (11 x 17")
279 x 432
11 x 17
17:11 (1.545)
12R (12 x 15")
305 x 381
12 x 15
5:4 (1.25)
.
S12R (12 x 18")
305 x 457
12 x 18
3:2 (1.5)
.
PHOTOGRAPHY STYLE With the placement of logo and copy text.
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travel Rent your travel gear from our online store for further information contact - 1800 212 818
COLOR TONES
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