BRAND GUIDES
1
Contents BRAND GUIDES 01 Inspiration 02 Logo Construction 03 Clear Space / Minimum Size 04 Brand Colours 05 Logo Variations 06 Incorrect Usage 07 Typography 08 Secondary Elements
2
VISUAL LANGUAGE 10 Poster Design 11 Leaflet Design STATIONARIES 12 Namecard Design 13 Envelope Design 14 Forms Design 16 Dive Log Book
COMMUNICATION ITEMS 18 Maps 20 Diving Schedule 21 Paging Board
UNIFORMS 24 Diving Uniform 25 Name Tag Operational Uniforms
AMENITIES 22 Bathroom Necessities
TRANSPORTATION 26 Boat Design 27 Car Design
First and foremost, an understanding partner that you can trust and have a great memorable time with. That is the most important essence that the brand logo tries to capture. Therefore the image of two frogs facing back to back represents the diving buddy system, thus creates a secured and reliable feeling. The two frogs’ designs were inspired from Indonesian carving ornaments that often used in garden. These motifs further enhance its heritage and origin, and at the same time portraits a promising diving destination.
01
LOGO CONSTRUCTION The main logo mark of the two frogs were constructed from a series of intersection between circles. By borrowing circles as the base design method, the brand some how reflects the promise of the business which to provide and bring up the wholeness of nature. The logotype, in the opposite, is presented in a more formal manner within horizontal brackets. This presentation helps to create a more stable, trustworthy image for the brand.
02
CLEAR SPACE In order to keep the logo clarity and visibility, always maintain an exclusive zone surrounding the logo to maximise the brand impact. The width of this area equals to the height of the “F” in “FROGGIES”
MINIMUM SIZE In order to keep the logo clarity and visibility, never present the logo smaller than the size listed on the right-hand side.
15mm
03
BRAND COLOURS Colours are key factors in building up a successful consistent brand. Froggies’ brand colours were chosen due to its business nature. The colour palette is created on cool turquoise theme.
20%
20%
20%
40%
40%
40%
60%
60%
60%
70%
70%
70%
85%
85%
85%
PRIMARY
SECONDARY 1
SECONDARY 2
PANTONE 548
PANTONE 324
PANTONE 7473
PRIMARY colour is deep turquoise that represent the diving activity. SECONDARY light blue turquoise and light green turquoise were taken directly from the logo itself to represent the resort’s environment and services.
C96 M67 Y50 K42 R3 G59 B76
04
C37 M00 Y16 K00 R157 G216 B217
C80 M19 Y52 K02 R30 G152 B138
White Over Black
FULL COLOUR In order to keep the brand consistency, always use those variations of logos prepared here. Always give priority usage to full color version if possible.
Black Version
LOGO VARIATIONS
100% TONING
Monotone Version 3
50% TONING
White Over Deep Turquoise White Over Colour Example 1
MONOTONE TONING In monotone versions, always keep the behind frog on the left at 50% of the tone. This rule applies for both negative and positive monotone version. Below is the sample of Positive of Black & White version
Monotone Version 2
PANTONE 548
White Over Colour Example 2
PANTONE 324
Monotone Version 1
PANTONE 7473
05
INCORRECT USAGE To protect the value of the Froggies identity, it is important to use the Froggies Logos as they are presented in these guidelines without modification and in full compliance with the following: Do not change the colour of the logo
Do not alter or redraw the logo mark
FROGGIES Do not let other visual element evade the clear space required for the logo
Do not present the logo in horizontal format
Do not change the logo type typeface
Do not present monotone logo flat without the behind frog in 50% toning.
Do not tilt, skew, or nonproportionally scale
Do not put the logo on the background that compromises its clarity
06
TYPOGRAPHY PRIMARY Froggies’ main typeface is Corbel. Corbel is a Sanserif typeface so it suits in most occasion, either it is print or web environment. Designed by modern language with humanist touch, it fits perfectly with the brand’s essence which is natural and amicable.
CORBEL
AaBbCcDdEeFfGgHhIiJjKkLl MnNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789 !@#$%^&*()_+;’:”~,./<>?\| Regular Italic Bold Bold Italic
WEB/EMAIL Alternative Body Text In certain circumstances that Corbel is not available, it is advised to replace Corbel with system default font “Trebuchet MS”
Trebuchet MS
AaBbCcDdEeFfGgHhIiJjKkLlMnNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 !@#$%^&*()_+;’:”~,./<>?\| Regular Italic Bold Bold Italic
SECONDARY Fontin is the font used in the Logo Type. As a Serif typeface, it suits most as title. Be aware that when use Fontin as title, the title should be in “all Caps”.
FONTIN
AaBbCcDdEeFfGgHhIiJjKkLl MnNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789 !@#$%^&*()_+;’:”~,./<>?\|
TYPOGRAPHY SAMPLE Consectetur Adipiscing
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris varius, lectus vitae varius varius, purus nulla interdum eros, vel pretium diam libero in turpis. In euismod arcu ullamcorper, blandit odio ac, placerat urna. Integer vitae vehicula nulla, quis venenatis turpis. Nunc aliquet porttitor nulla, et maximus urna tristique et. Ut sem justo, efficitur ut diam eu, consequat maximus arcu. Curabitur dictum aliquet iaculis. Mauris egestas tristique lacus, eget lacinia ligula tincidunt at. Maecenas sit amet ornare lectus, ut volutpat ipsum. Curabitur ultricies eros sit amet elit lobortis pharetra. Nam id quam et purus vestibulum hendrerit sed ut odio. Donec posuere imperdiet sodales. Vivamus eget ante augue. Donec neque tortor, pretium in leo ultricies, convallis vestibulum purus. Cras eget imperdiet libero. Duis et turpis efficitur, sagittis tortor nec, volutpat sem. Fusce feugiat massa et arcu faucibus, eget pulvinar lacus finibus. Sed massa sem, scelerisque quis purus sed, consequat cursus lacus. Sed non nibh sem. Curabitur interdum mi dictum
Regular Italic Bold 07
SECONDARY ELEMENTS A brand’s secondary elements are visuals that are carefully selected and designed to support and portrait accurately the brand’s essences. Froggies’ Secondary Elements are series of illustrations done in pointillism method. The subjects of the illustrations are underwater. Pointillism effect was purposely done quite coarsely to express the freedom spirit of diving activities. It is always advised to crop the illustration artistically, and never show the illustration as full. By doing this, it will trigger the curiosity and imagination of the audiences.
08
09
VISUAL LANGUAGE POSTER DESIGN â&#x20AC;&#x153;Come and discover our Sanctuaryâ&#x20AC;?, the brand invites our guests with the most sincere and genuine tone. The overall design/visual language maintains its simple, straight forward approach. Visual Effects should always be used in a very subtle and discrete manner. The logo should stay in a respectful position with enough clear space. Total number colours used in the design should maintain as minimum as possible to create a mature and impact visual.
10
VISUAL LANGUAGE (contd) LEAFLET DESIGN When using typography over images, again it should be done in a simple language so that it would allow the audiences to appreciate the photography. Always try to incorporate the secondary visual elements consistently on the cover.
11
STATIONARIES NAMECARD DESIGN Name Card is the contacting point between our audiences and the brand image. Therefore it should convey the brand identity completely. It is advised to apply different secondary elements (illustrations) for different name card so that it would bring variety to the whole Namecard set.
12
STATIONARIES (contd) ENVELOPE DESIGN Using Secondary Colour, the envelope plays the role of the brandâ&#x20AC;&#x2122;s ambassador, who will let the audiences discover the discrete hidden charms.
13
STATIONARIES (contd) FORMS DESIGN For formal and operational usage, those forms use a modern, professional language yet are able to maintain the freedom spirit of the resort by applying the secondary elements in a bold and abstract way.
14
15
STATIONARIES (contd) DIVE LOG BOOK A log book is a classical instrument to all divers, therefore it should be a bare necessity that encourages the guests to comfortably carry it on their journey. A simple design layouts gives the log book a modern clarity for convenient usage.
16
17
Batu Kapal
BUNAKEN DIVE SITES
NAIN Jalan Masuk
Barakuda
Nagatato
Gorango
MANTEHAGE Bango
Tanjung Kopi
MANADO TUA
Tenga 2
Sachiko’s Point
Tanjung Parigi
SILADEN Siladen
Batu Timbul
Negeri Bualo
Siladen Utara
MIke’s Point
Bunaken Timur Raymond’s Point
Jere
Fukui Mandolin Ron’s Point
Alung Banua
Johnson’s Point
Celah Celah Likuan 3 Tenga 1 Likuan 2 Likuan 1
Pangalisang
BUNAKEN Muka Kampung
Tanjung Pisok
Shipwreck
Bunaken Map 18
COMMUNICATIONS ITEMS
LEMBEH STRAIT DIVE SITES
DIVING MAPS Batu Kapal
LIRANG
Gua Udang
The Maps are done in a modern, simple design language that allow the viewer to efficiently navigate around. Restricted in Froggies’ corporate colours palette, the Maps immediately create unique appearances that are coherent with Froggies’ image.
Jiko Yansi Karina’s Treasure California Dreaming Pulau Putus
NUSU Patu Angus Aw Sucks Hairball I
Hairball II TK I
TK II
TK III
Retak Larry
Slow Poke Magic Rock Coral Garden Nudi Reat-Reat Pulau Makawidey Jahir AirPrang Airprang II
MOTTO
Baty Sandar Tanjung Kubu Tanjung Tebal Air Bajo I Dan II Pantai Parigi Channel Rock
Nudi Falls BATURIEIR Police Pier Pintu Kolada Pante Kecil Pintu Kota Serena North Bianca Tanjung Kusu Kosu Rina Wreck PINTUKOTA Tandu Rusa Mawali Wreck Critters Hunt Serena West
BITUNG
Pulau Abadi Madidir
Batu Merah
Magic Crack Agelis Window Waris POSOKAN
BURIANG
Goby ‘ Crab Kapal Indah Wreck
Bimoli Wreck
PAPUSUNGAN PAUDEAN
LEMBEH
PANCURAN
WALENIKOKO
PASIRPANJANG
Pulau Dua
LEMBEH Map 19
20
COMMUNICATIONS ITEMS (contd) DIVING SCHEDULE BOARD Scheduling and discussing about next dives are fun and memorable activities that enable the guests to bond quickly with the brand. Therefore the schedule board is designed on blackboard to create a personal and familiar look that allows conversions to flow naturally and amicably.
COMMUNICATIONS ITEMS (contd) DIVING SCHEDULE BOARD Executed on Blackboard, Froggies identity immediately creates a warm welcoming to the guests on the first personal encounter. This very first impression will relax and ease out the guests after a long journey, thus lets the guest quickly bond with the brand.
21
AMENITIES Even though smalls, these bathroom necessities play important roles on showing the resortâ&#x20AC;&#x2122;s professionalism and caring to the guests thus create a memorable, trustworthy image. The secondary elements are consistently used in the same manner at the bottom, leaving a respectful upper space for the logo to stand out.
22
23
UNIFORMS DIVING At direct interaction with the guests, the Uniforms concentrate on conveying the freedom, relaxing essence of the resort. Therefore the Secondary Elements play an important role designin the T-shirt.
24
Nidi UNIFORMS (contd) NAMETAG The nametag is simple and high contrast so that it would allow the guests to catch the staffâ&#x20AC;&#x2122;s name immediately.
UNIFORMS (contd) OPERATIONAL Not as free-styled as the diving uniforms, the operational uniforms are simpler and more straight forward in order to express an image of a professional service provider. The uniforms have light and dark version to suit different occasions.
LIGHT Version
DARK Version 25
TRANSPORTATION BOAT DESIGN
SPEEDBOAT
Transportations are always effective medium to exhibit the brand identity. Therefore the combination of corporate dark turquoise and white creates a high contrast palette that allow Froggiesâ&#x20AC;&#x2122; Transportation to stand out in any environment. A simple design motif taken directly from the logo would enhance the overall design as an echo from the brand.
SMALL BOAT
LONG BOAT
26
TRANSPORTATION (contd) CAR DESIGN A high contrast combination of Froggiesâ&#x20AC;&#x2122; Secondary elements on dark turquoise curvy background makes the car look dynamic and distinguished in any situations.
27