Camp Xpress Brand Guidebook by Nash Nalzaro

Camp Xpress Brand GuideBook

Table of contents Introduction.......................................................................................4 ~About Us............................................................................ 5 Logo Usage........................................................................................6 ~First Drafts..........................................................................7 ~Main Logo......................................................................... 8 ~Logo Variations.............................................................. 9 ~Sizes + Area of Isolation........................................... 10 ~Incorrect Uses............................................................... 13 Applications.....................................................................................14 ~Patterns............................................................................ 15 Colour................................................................................................ 20 ~Main Palette................................................................... 21 ~Girls Palette....................................................................23 ~Boys Palette....................................................................24 ~Winter Palette................................................................25 ~Summer Palette............................................................26 ~Black + White................................................................ 27 Typography..................................................................................... 28

Introduction

about us Camp Xpress is an interactive tech day workshop to educate and open inspiration and creativity through Canadaâ&#x20AC;&#x2122;s youth as a diverse growing community with a promising future. This camp introduces youth to different uses of technology and how to create their own web based program. Through creativity and our diverse community we hope to influence and spread our camp around the world.

Logo Usage

First drafts Our logo went through many draft stages, starting with basic shapes of summer camp elements with keeping to a geometric style.

XPRESS

CA MP

CAMP

XPRESS

CAMP Est.20 15

XPRESS

CAMP Est.20 15

Main Logo est.2015

Alternate logo 1

Alternate logo 2

The Camp Xpress logo is the immediate recognition from a social campaign, our services and our people. It will be used in many products, brochures and ads, for ease of use we have provided alternate usages of our logo to simple symbols.

Camp Xpress

logo variations Variations of the logo can be used for different products that applies to specific gender groups.

Girls

CAMP

XPRESS est.2015

Boys

CAMP

XPRESS est.2015

The seasonal changes throughout the year will use a different logo colour scheme.

Winter

CAMP

XPRESS est.2015

Summer

CAMP 10

Camp Xpress

XPRESS est.2015

Sizes We want our logo to stand out for the freedom of different usages. Below are minimum sizes that would accommodate most applications. To ensure legibility the minimum reproduction of Camp Xpress is 2” in height for print and 172 pixels in height for web, when reduced or increased always scale the word mark with the symbol proportionally.

est.2015

172 px

2” x 6”

72 px est.2015

1” x 1”

In occasions where a smaller logo is used the max reduction scale is 1” in height for print and 72 pixels in height for web.

Area of Isolation Using the cap height of “Camp” creates an area around the logo that must kept empty to create breathing room when placed around graphics or typography. Always keep the logo horizontal, never stack the word marks on top of logo. When using just the logo symbol keep a 3” area of empty space around the element.

CAMP

CAMP est.2015

CAMP 3”x 3”

Camp Xpress

3”x 3”

incorrect uses Resize, or distort est.2015

Recolour est.20 15

Add a shadow effect

Strokes

Gradient effects

Rotation e st .2

015

Applications

Camp Xpress provides campers with applications that helps each individual become successful during their time with us. Here are some of our products that we sell with a repeated symbol for recognition. 15

patterns Patterns is applied in most of our products, brochures, t-shirts, bags etc. Camp Xpress uses specific symbols to create these patterns. When applying a pattern the design made here are the ones to be combined with our brand. Patterns are only to be used against a complimentary colour or a soft pastel shade of colour. Soft shades of red, pink or yellow is preferred. Camp Xpress would like to be seen as a friendly environment, patterns help create this mood. These symbols below are the ones used to make these repeated patterns.

Sun

Camp Xpress

Tiny Heart

Mountain Heart

Camp Xpress

Colour

Main palette

CMYK RGB Pantone Hex 0 0 61 0 255 246 130 393 C fff682

CMYK RGB Pantone Hex 0 10 92 0 255 222 39 115 C ffde27

CMYK RGB Pantone Hex 0 43 69 0 249 162 96 1565 C f9a260

CMYK RGB Pantone Hex 0 75 89 0 242 101 51 1645 C f26533

Camp Xpress

Girls Palette CMYK 74 100 10 0 RGB 100 40 123 Pantone 268 C Hex 5b2b82

CMYK 0 0 90 0 RGB 237 60 148 Pantone 232 C Hex ed3a93

CMYK 35 80 0 0 RGB 170 80 150 Pantone 7655 C Hex ab4e96

CMYK 0 70 0 0 RGB 233 115 173 Pantone 218 C Hex e873ac

Boys palette CMYK 74 100 10 0 RGB 100 40 123 Pantone 268 C Hex 5b2b82

CMYK 0 0 90 0 RGB 237 60 148 Pantone 232 C Hex ed3a93

CMYK 35 80 0 0 RGB 170 80 150 Pantone 7655 C Hex ab4e96

CMYK 0 70 0 0 RGB 233 115 173 Pantone 218 C Hex e873ac 24

Camp Xpress

Winter palette CMYK 66 50 0 0 RGB 100 120 186 Pantone 7456 C Hex 6377ba

CMYK 50 25 20 0 RGB 130 166 186 Pantone 7695 C Hex 82a5ba

CMYK 30 20 0 0 RGB 170 180 222 Pantone 644 C Hex aab7dd

CMYK 26 10 0 0 RGB 187 207 229 Pantone 651 C Hex b7cee5 25

summer palette CMYK 20 40 100 0 RGB 207 157 43 Pantone 7558 C Hex cf9c2a

CMYK 10 10 70 0 RGB 233 214 104 Pantone 609 C Hex e9d668

CMYK 12 38 96 0 RGB 224 163 45 Pantone 7563 C Hex e0a22d

CMYK 8 0 50 0 RGB 238 238 152 Pantone 600 C Hex eeee97 26

Camp Xpress

black & White Greyscale

est.20 15

Reversed

est.20 15

Typography

Bourbon Bourbon Oblique Bourbon regular

Bourbon is used for larger text that proudly announces the main subject, like ‘Camp Xpress’ or ‘Creativity’ .Do not use this font for long paragraphs. Mostly used as a title or small heading for brochures or ads.

abcdefghifjklM nopqrstuvwxyz 0123456789

100 100 Italic 300 300 Italic

500 900 500 Italic 900 Italic 700 700 Italic

Museo is the main typeface used for all applications. The main weights preferred to use is 300. The simplicity of this slab serif creates a fun and friendly mood that perfectly portrays what Camp Xpress is about. Used for smaller text and long paragraphs.

Creativity

MUSEO

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghifjklmn opqrstuvwxyz 0123456789 30

Camp Xpress