BRAND GUIDELINES APRIL 2018
MAESTRO GLOBAL BRAND GUIDELINES 1
TABLE OF CONTENTS LOGO
COLOUR
TYPOGRAPHY
ELEMENTS
03 Logotype
07
Primary & Secondary
09
Fonts
12
Graphics
04 Clearspace & Sizing
08
Gradient
10
Hierarchy
13
Imagery
11
Tagline
05 Variations 06 Improper Usage
LOGOTYPE
The simplicity of the logotype, or wordmark, denotes quality and elegance, and thus is meant to stand alone.
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CLEARSPACE + SIZING To ensure that the logo is clearly visible in all applications, it needs to be surrounded with sufficient clear space - free of type, graphics and other elements that might cause visual clutter - to maximise the recognition and impact of the identity. As shown at rigaht, an area equal to 2x the height of the height of the letter “O� in the word GLOBAL is the minimum clear space required. The clear space requirement applies to all versions of the logo without exception.
To make sure the logo is always visible and for maximum legibility, these are the minimum display sizes for digital and print applications. Pathlines may need to be removed at extremely small sizes to maximise legibility of logotype.
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Without Pathlines (small use only)
With Pathlines
Minimum print size 15mm wide.
Minimum print size 35mm wide.
Minimum digital size 55 pixels wide.
Minimum digital size 99 pixels wide.
VARIATIONS Full colour
Full colour negative
Full colour - solid
Full colour negative - solid
Greyscale single colour
Greyscale single colour negative
There are a few ways to showcase the Maestro Global logo, the chosen logo is largely determined by the intended application and production method. Though it is preferential that the logo is placed on the gradient background. If the production method allows, the full colour logo is always preferred in all applications. Digital use and CMYK print reproduction (where spot colours are unavailable) are examples of wher the full-colour logo shold be used. It is preferable that the the full-colour logo is always placed on the gradient background. The full colour ‘solid’ logo should be used in print production where the production method does not allow for gradient shading - generally on merchandise or embroidery where only spot colours are available. Where possible in print production, the logotype iself should be reproduced using either metallic spot silver or silver foil to achieve the desired premium effect. The greyscale versions should only be used in the event that the primary logotype cannot be reproduced due to printing or design constraints.
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IMPROPER USAGE Guidelines for the acceptable treatment for the logotype are found throughout these guidelines this is to ensure the logotype appears as consistent as possible throughout communications. The Maestro Globlal logotype should only be reproduced using files provided by Maestro Global. The importance of correct logo use cannot be overstated. At the right are examples of unacceptable manipulation of the logo. These treatments should be avoided at all times.
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Global Do not rotate the logo
Never change the typeface or colours
Never add any effect to the logo
Never distort the logo
Never rearrange the elements of the logo
Never place the logo on a background that challenges its legibility
BRAND COLOURS The primary colour palette should be used as a firstline solution when making colour decisions. Dark plumb is the primary colour that should be used liberally to amplify the brand’s prestige. When selecting the silver for print production, always opt for metallic spot colour or silver foil where available to achieve the desired brand effect.
PMS: BLACK C HEX: #332E30 RGB: 51 46 48 CMYK: 0 5 0 95
PMS 2478 CP HEX: #320A1D RGB: 50 10 29 CMYK: 45 80 45 80
PMS 5185 CP HEX: #1E0626 RGB: 182 157 75 CMYK: 30 33 89 3
PMS 10101 C HEX: #D4D6D4 RGB: 212 214 212 CMYK: 16 11 13 0
WHITE HEX: #FFFFFF RGB: 255 255 255 CMYK: 0 0 0 0
Pantone Premium Metallic colour book
100%
90%
80%
70%
Colours can be used at their full capacity or in various tints as needed to create shades and tones.
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GRADIENT The gradient has been created to convey a luxurious and premium feel within the brand. This should always be used if the production method allows - for example digital use and CMYK print products. The gradient should be applied to the logotype or used sparingly as a background in supporting elements. Gradients should always be composed at a 90 degree angle.
90°
An Adobe swatch can be supplied by our markeitng department if required.
C 78 M 89 Y 44 K 73
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C 51 M 71 Y 49 K 69
C 63 M 81 Y 59 K 76
C 65 M 90 Y 55 K 89
C 65 M 90 Y 55 K 90
TYPOGRAPHY HURME GEOMETRIC SANS 3
Regular
Semibold
Bold
Hurme Geometric Sans 3 is equipped for clean and sophisticated headlines and display type across both print and web. Because of the versatile variations of weight this font family provides, it becomes the perfect typeface to elevate the brand. Depending on the hierarchy, background and overall visual strength - Regular, Semibold and Bold can be used interchageably.
ABCDEFGHIJKLM N O P Q R S T U VWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
ABCDEFGHIJKLM N O P Q R S T U VWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
ABCDEFGHIJKLM N O P Q R S T U VWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
HURME GEOMETRIC SANS 2
Regular
Semibold
Bold
Hurme Geometric Sans 2, features sharper corners than version 3, making it ideal for crisp body copy. Because of the versatile variations of weight this font family provides, it becomes the perfect typeface to elevate the brand. Depending on the hierarchy, background and overall visual strength - Regular, Semibold and Bold can be used interchageably.
ABCDEFGHIJKLM N O P Q R S T U VWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
ABCDEFGHIJKLM N O P Q R S T U VWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
ABCDEFGHIJKLM N O P Q R S T U VWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
SUPERIOR TITLE
Light
Regular
Light Italic
Superior Title is a high contrast Transitional typeface. The Display styles are suitable for editorial usage, particularly for high-end lifestyle products and publications. This typeface is intended to be used subtly and never in place of Hurme Geometric Sans. Its primary purpose is to give a clear distinction between callouts and titles. Depending on hierarchy, background and overall visual strenghth, Light or Light Italic and Regular can be used interchangeably.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=
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TYPE HIERARCHY DISPLAY
DISPLAY Hurme Geometric Sans 3 +50pt tracking Suggested leading 3pt > pt. size *all caps is used
Headings / Bold
HEADINGS Hurme Geometric Sans 3 -10pt tracking Suggested leading 3pt > pt. size *sentence case is used
Call-outs / Italic
CALL OUTS Superior Title Light -10pt tracking Suggested leading 3pt > pt. size *sentence case is used
Body copy / bold
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BODY Hurme Geometric Sans 2 -10pt tracking Suggested leading 3pt > pt. size
TAGLINE Maestro Global’s tagline is ‘Signature world travel, transcendent destinations’ in the brand font Superior Title, Light Italic font weight. Use it with the logo when required to sign off communications with a strong call to action. Ideally, the tagline lock-up should not be modified - the tagline should always be proportionate to the logo. If the logo is singularly appaearing on a communication, the vertical tagline lock-up (including divider line) may be used. If the tagline is to be used in a communication with multiple messages or additional body copy, the tagline must be placed in the opposite corner to the logo.
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GRAPHICS GRAPHIC ELEMENT: PATHLINES This pattern was used to make the cuts in the Maestro Global logo. An organic texture, pathlines are the trajectories that individual fluid particles follow. The fluid lines are best used when cropped in a section - the uneven ends of the lines shouldn’t be visible.
KYOTO A walk in mysterious places
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IMAGERY Images are a key visual element that can be used to support messages to the key audience. Images used should always be purposeful and clearly used to support our messages. There are certain types of images should be avoided. These include typical stock photos that feel staged. Try to avoid images that are clichÊd or obvious – they should capture a natural and uncontrived moment.. Images should try to feature exotic or luxurious locations to appeal to the seasoned traveller. When choosing images, look for visuals that are contemporary and engaging, adding life to the overall message. Where possible they should contain movement or fluidity to create cohesion with the Pathlines in the logo. Images should be either black and white or in muted colours. Try following these simple rules: 1. Images should be simple. Simplicity is the key to letting the brand shine. 2. Images should be inspirational. Choose images that are uplifiting and engaging. Do they create an emotional connection with the user? 3. Images should be cohesive. Be careful when selecting your images to ensure they are tonally cohesive and in harmony with brand guidelines.
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