BRAND GUIDE BOOK
CAMP XPRESS
Purpose of this brand guide is to provide guidelines to designers, partners and suppliers to ensure that the brand remains consistent across all materials and/or media.
Camp Xpress Brand Style Guide Designed & Edited by Natalie Chung DRGD 1115
Brand Essence 4,5 Logo Usage • Types 7 • Greyscale & Reverse 8 • Colour Variations 9 • Area of Isolation & Minimum Size 10,11
Logo Specifications • Colours 13 • Typography 14 • Rules 15
Graphic Elements • Patterns 17,18 • Photography 19
Logo Applications • Stationery 21 • T-Shirts & ID Badges 22 • Advertisements 23
CAMP XPRESS is a non-profit community youth social group in British Columbia, Canada. We evoke creative expression, curiosity and forward thinking during our one day summer camp, but with a twist. Providing the usual activities in a camp, we also include computer and tech activities. Our brand is to showcase that the young Canadians are a dynamic community with a promising future.
USAGE
LOGO TYPES The Camp Xpress logo has to be presented clearly. Primary logo has to be centered at all times on clear white space. Logo has been proportioned, do not alter and distort it. Horizontal logo is provided when space is limited.
PRIMARY LOGO This is the main logo that must be used unless space is restricted.
HORIZONTAL LOGO This logo can be used horizontally when space is limited.
Usage 7
SECONDARY LOGOS These are the secondary logos which can be use in greyscale or in reverse, if the background is darker. Another version is, if the original colour palette must be used, use the reverse, but in the original colour, as shown below.
8 Camp Xpress
COLOUR VARIATIONS There are two different colour variations. These logos are targeted to different audiences. Do not mix and match these colours.
COLOUR VARIATION #1 This logo can be used for a younger audience. This logo is gender neutral.
COLOUR VARIATION #2 This logo can be used for a feminine kind of theme. Similar to the ‘Girls Who Code’ theme.
Usage 9
AREA OF ISOLATION - PRIMARY The logo must have a sufficient amount of white space around and no other elements must be present in the area of isolation.
MINIMUM SIZE REQUIREMENTS - PRIMARY The minimum size for the primary logo is 1.05 in (75.81 pt) by 1 in (72pt).
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AREA OF ISOLATION - HORIZONTAL The logo must have a sufficient amount of white space around and no other elements must be present in the area of isolation.
MINIMUM SIZE REQUIREMENTS - HORIZONTAL The minimum size for the horizontal logo is 2.49 in (179.03 pt) by 0.69 in (49.76 pt).
Usage 11
SPECIFICATIONS
COLOURS These are the various colour palettes used for the logos including the colour variations. The main logo is made up of two colours, blue and black. The first colour combination is made up of the same blue, but with orange instead of black. The last, consists of pastel pink and green.
CMYK
RGB
HEX
PMS
69 0 18 0
30 191 210
1EBFD2
319 C
0 0 0 100
35 31 31
231F20
BLACK C
69 0 18 0
30 191 210
1EBFD2
319 C
0 63 86 0
244 125 57
F47D39
164 C
3 48 28 0
238 153 154
EE999A
197 C
58 0 30 7
92 185 179
5CB9B3
7472 C
Specifications 13
TYPOGRAPHY These are the various typefaces used in order to create the logo. The typefaces used in this logo were Univers and the complimentary font Gill Sans.
Camp = Univers - 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Xpress = Univers - 85 Extra Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
EST 2015 = Gill Sans MT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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RULES OF USAGE Presented here are the incorrect and correct usages of the logo.
Do not switch colours with other colour combinations.
Do not create and/or add new colours to the logo.
Do not tilt or stretch the logo.
Do not add other elements within the clear space.
You can just have the pictorial element.
You can just have the name and not the establishment.
Do not add colours from the colour combinations. You can only use tints within the colour palette.
You can use the reverse version of the logo with the main colour as the background.
For colour combinations, the background MUST be the main colour, not the secondary colour.
Specifications 15
GRAPHIC ELEMENTS
PATTERNS These patterns were created to reflect the brand. These patterns may be used in conjunction with the colour variations shown in the previous pages. Note that there are different tints in these patterns.
Graphic Elements 17
PATTERNS Colours in the colour variations should only be used with the respective colours. Do not mix and match with other colour variations.
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PHOTOGRAPHY The best photography to use to represent the brand will have technology, team building, adventure, nature or content teenagers.
Graphic Elements 19
APPLICATIONS
STATIONERY Stationery should show the Camp Xpress logo to be the most dominant on the item. It should not be competing with any other elements. Depending on the layout of the item, both primary and horizontal can be used.
Applications 21
T-SHIRTS & ID BADGES Patterns and colour variations can be used for T-Shirts and ID badges. Primary logo is highly recommended to be used on both.
22 Camp Xpress
ADVERTISEMENTS Primary logo should be used for advertisements. Recommended usage for posters, magazines, newspapers, transit ads and online.
Applications 23
Natalie Chung Copyright © 2018