THE RED BACKPACK Brand Guide
RB red backpack
Nandita Rajan GR620 // Visual Thinking Academy of Art University Fall 2015 Instructor // David Hake
CONTENTS
1 2 3 4 5 6 7
INTRODUCTION LOGO SIGNATURE ELEMENTS TAGLINE LOGO SIGNATURE ELEMENTS TAGLINE
INTRODUCTION “I’m going on an Adventure!” – Bilbo Baggins, The Hobbit: An Unexpected Journey The one thing that we young adults always look for as soon as we start growing up is Adventure! We all want to leave our homes, see new places, experience new cultures and feel the world around us. Being students ourselves, we understand the thrill and exhilaration that comes with exploring new countries and cities, but we also understand the cost and other factors which discourage a lot of people from traveling. Which is why we at Red Backpack, have made it our mission to help our fellow students plan their vacations, and help them to discover new places while minimizing the cost and effort. Traveling in groups reduces costs, while at the same time it can help us make new friends and connect with other students from different backgrounds. We help students from across the country who have the same destination in mind, to get in contact with each other, and make travel plans. We strive to get the best deals exclusively for students, right from discounted flight tickets to lower cost of accommodation. We help to fit the trip within the student’s budget, while ensuring a great travel experience. At Red Backpack, we also help you plan an optimal route, ensuring you explore as much as possible in minimum time and with minimum cost. After all we are only young once, so we want to make sure we take care of planning the details, while letting the students focus on their dreams of discovery and exploration.
TYPEFACE The typeface we used for the company’s branding is very important as it ties the visual system. We use a combination of Verlag and Archer, we chose Verlag as this sans serif developed into its own family of versatile typefaces in order to suit the needs of a modern identity program. From the rationalist geometric designs of the Bauhaus school, such as Futura (1927) and Erbar (1929), Verlag gets its crispness and its meticulous planning. Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm and pairs perfectly with Verlag. Archer is easy to work with, and inviting to read.
VERLAG ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ARCHER ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
ABCDEFGH IJKLMNOPQ RSTUVWXYZ 1234567890
COLOR PALETTE The color palette we use is tranquil, grounded and young. The pink bright color is energetic and will appeal to a younger audience. The teal is a soothing color that it presents as a friendly and happy color enjoying life. It radiates the peace, calm and tranquility of blue and the balance and growth of green with the uplifting energy of yellow. The Deep Sherpa blue is to promote communication, honestly, peace and calm. The off white symbolizes new beginning as we launch this company.
LOGO The Red Backpack logo uses the Font serifa a sturdy Slab Serif that worked really well. The bright pink is used for the logo reinforcing the Red Backpack. There must always be quarter an inch of white space surrounding the logo . No other competitive design element can be positioned within this space. We must always ensure that the logo is recognizable and readable. It is best to reinforce the brand colors whenever possible, but make sure that legibility is never an issue. Readability should never be compromised. At any point when the bright pink cannot be used for the logo, then any other color from the brand can be used without having legibility or readability issues. For most applications the logo should be used in full color on a light background. The logo could be used just as in or with a text block mentioning red backpack. The text color must always match the logo color.
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SIGNATURE ELEMENTS The signature elements used in the brand are lines and small vector images. We also use vintage tags to help establish the system. The color palette definitely brings the system together. Some of the elements are listed below. The vector images can be used in any color and can be used in either single color or double color format. They must always be in contrast to the background. The vector images must be legible and not be made too small. Each vector image could be scaled down to a minimum of an inch and a maximum of 2 inches without being too big to distract other design elements on the page.
APPLICATION The look and feel of the brand is hip, young and vibrant. The Brand sends out a welcome bag for all the students who sign up with us. The welcome kit includes Tote bags, T-shirts, buttons, Mugs etc. They are also available to buy on our website. The logo is mostly dominant in the products to establish brand recognition. We also promote the idea of traveling through the t-shirts and buttons etc.
Canvas Tote Bag
Ceramic Mugs
Mens T-Shirt
Badges
Backpack
Women’s T-shirt
Unisex Hoodie
Thermos Flask