Style Guide S I M U L AT E D T R AV E L E X P E R I E N C E S
October 2012
CONTENTS 1.0 INTRODUCTION_____________________________________________________________________________ 1 2.0 ELEMENTS OF THE LOGO_____________________________________________________________________ 2 2.1 MEANING BEHIND THE LOGO________________________________________________________________ 3 2.2 LOGO VARIATIONS___________________________________________________________________________ 4 2.3 COLOUR LOGO VARIATIONS__________________________________________________________________ 5 2.4 X___________________________________________________________________________________________ 6 2.5 MINIMUM LOGO CLEARANCE_________________________________________________________________ 7 2.6 MINIMUM LOGO SIZES_______________________________________________________________________ 8 3.0 COLOUR SCHEMES___________________________________________________________________________ 9 3.1 TYPEFACE SELECTION_______________________________________________________________________ 10 3.2 SUBSTITUTE TYPEFACE SELECTION___________________________________________________________ 11 3.3 INCORRECT USAGE_________________________________________________________________________ 12 3.4 SUPPORTING VISUAL GRAPHIC ELEMENTS____________________________________________________ 13 3.5 SIMTREX PHOTOGRAPHIC LIBRARY___________________________________________________________ 14 3.6 APPLYING THE SIMTREX STYLE GUIDE ________________________________________________________ 15 4.0 - 4.12 BASIC APPLICATIONS _______________________________________________________________16 - 28 4.0 - 4.3 BASIC CORPORATE STATIONERY______________________________________________________16 - 19 4.4 OTHER STATIONERY_________________________________________________________________________ 20 4.5 - 4.7 WEBSITE____________________________________________________________________________21 - 23 4.8 - 4.9 STATIC APP. _________________________________________________________________________24 - 25 4.10 - 4.11 UNIFORM_________________________________________________________________________26 - 27 4.12 JEWELERY_________________________________________________________________________________ 28 5.0 - 5.6 ADVANCED APPLICATIONS___________________________________________________________29 - 35 5.0 - 5.5 BRANDED INTERIOR _________________________________________________________________29 - 34 5.6 SIMTREX LOGO ANIMATION_________________________________________________________________ 35 SIMTREX STYLE GUIDE
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1.0
INTRODUCTION SIMTREX is a simulated reality company focused on delivering hassle-free1 and safe2 experiences, ranging from reality to fantasy, for the time poor public. In today’s global society, the public is overwhelmed with choice for travel organizations offering every holiday experience conceivable. It is thus imperative that SIMTREX, which is in essence a travel organization, stand apart from the industry. The SIMTREX brand has been designed to do exactly this, highlighting the characteristics of SIMTREX which separate this simulated travel experience destination from typical and ordinary travel organizations. The intention of this style guide is to ensure that the carefully constructed brand and brand identity for the SIMTREX destination is maintained to a high standard throughout all applications and demonstrations. Through the implementation of this style guide, a uniform and consistent brand will be maintained, ensuring the perception of SIMTREX as a strong brand and increase the impact of SIMTREX as a destination. 1 2
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No Visas, red-tape, travel to destination time, etc. No vehicle crashes, robbery, life risk, sickness, etc. guaranteed. 1
2.0
LOGO
ELEMENTS OF THE LOGO Three elements compose the SIMTREX logo: the downward pointing triangular symbol divided into three sections, the logotype “SIMTREX” below the symbol, and the text “SIMULATED TRAVEL EXPERIENCES” below the logotype.
NOTE The text below the logotype may vary between three options depending on the use of the logo.
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2.1
LOGO
MEANING BEHIND THE LOGO The brand identity of SIMTREX is heavily based around geometric line and shape. The triangular symbol is the foundation of this identity. Two sides of a triangle meet to create the third side. For SIMTREX, the two meeting sides are the customer and SIMTREX, which meet to produce an unforgettable simulated travel experience, unique to the individual. The lines of the triangle create the concept of connection, linking one to another, the customer to their ideal travel experience, simtrex to the customer, and so on.
S I M U L AT E D T R AV E L E X P E R I E N C E S
The logotype is an edit of Futura, a geometric typeface reminiscent of the modernist perception of the future, an image SIMTREX aims to embody.
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2.2
LOGO
LOGO VARIATIONS In addition to the SIMTREX triangular symbol, an inverse of sorts acts as a symbol variation for particular uses. These two symbols overlay to produce one solid triangular shape.
S I M U L AT E D T R AV E L E X P E R I E N C E S
Depending on the logo use, the lower text may alternate between “SIMULATED TRAVEL EXPERIENCES”, “REALITY”, and “FANTASY”. A horizontal alternative of the logo is also an option, ensuring flexibility for a variety of applications.
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2.3
LOGO
COLOUR LOGO VARIATIONS Photographic landscape images are a critical element of the SIMTREX brand. For use of the SIMTREX logo in full colour, a landscape photograph selected from the SIMTREX photographic library may be used. Depending on the logo use, particular images will apply. “SIMTREX REALITY” makes use of land and ocean focused photographs, whereas “SIMTREX FANTASY” makes use of Aurora Borealis photographs.
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F A N T A S Y
NOTE SIMTREX is a primarily black and white brand, not making use of any specific colour swatches. The soul exception is the use of colour photography selected from the SIMTREX photographic library.
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2.4
LOGO
X All applications of the SIMTREX brand must take careful consideration of clearance and layout spacing. All layouts are based on X. Depending on the logo size for the particular application, the size of X will change. X is the width of the triangular element of the logo, and spacing for applications are based on this factor. These measurements may vary depending on the application, but the measurement will always range based on X, i.e. 1/8 X, 1/4 X, 1/2 X, X, 2X, etc. 1/8 X
1/8 X 1/8 X
1/4 X
1/8 X
1/4 X
1/8 X
1/8 X
1/8 X
1/4 X
1/2 X
1/8 X
1/4 X 1/2 X
X
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2.5
LOGO X
MINIMUM LOGO CLEARANCE Clearance for the SIMTREX logo is based on X. The clearance may vary depending on the particular application, however, the minimum logo clearance is 1/4 X. The logo must allow for at least 1/4 X of negative space.
1/2 X
1/4 X
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2.6
LOGO
MINIMUM LOGO SIZES The measurement for the logo size is the dimensions of the triangular symbol. The logotype is attached to this section, and should remain proportionate to the symbol.
17 mm
The minimum logo size for print is 17mm by 13mm. R
The minimum logo size for digital use is 50px by 35px. R
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The SIMTREX logo should always be the largest logo use. Make certain that the SIMTREX logo is never smaller than other logos used.
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50 px
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50 px
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3.0
BRAND STYLE
COLOUR SCHEMES The only colours used for the SIMTREX brand are white and black. These colours may be used in 100% opacity, or may be layered over photographic images with an opacity of 94% - 98%.
NOTE Instead of a typical swatch palette, the SIMTREX brand makes use of high quality colour landscape photography from the SIMTREX photographic library.
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WHITE CMYK 0/0/0/0 RGB 255/255/255 HEX #FFFFFF
BLACK CMYK 0/0/0/100 RGB 0/0/0 HEX #000000
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3.1
TYPEFACE SELECTION The Avenir font family is the SIMTREX corporate font. Avenir is a professional, simple, readable and legible font which compliments Futura, the font of the logotype. Avenir should be made use of for all applications, from headings to body copy.
NOTE
Aa
Avenir is not a web-safe font, and thus requires that web based applications must make use of the substitute typeface, Arial, unless the use of Avenir is outlined and incorporated as an image rather than editable text.
GHIJKLMNOPQRSTUVWXYZ hijklmnopqrstuvwxyz 890 (.,;:’”?!@#$&*)
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BRAND STYLE
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,;:’”?!@#$&*) Avenir Light Avenir Light Oblique Avenir Book Avenir Book Oblique Avenir Medium Avenir Medium Oblique Avenir Heavy Avenir Heavy Oblique Avenir Black Avenir Black Oblique
Avenir Avenir Avenir Avenir Avenir Avenir Avenir Avenir Aveni Aveni
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3.2
SUBSTITUTE TYPEFACE SELECTION Where the Avenir font family is unavailable, the substitute font family, Arial, must be used.
NOTE Arial should only be used as a final option. If possible, the Avenir font family should always be used.
BRAND STYLE
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,;:’”?!@#$&*) Arial Regular Arial Italic Arial Bold Arial Bold Italic
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3.3
BRAND STYLE
INCORRECT USAGE These applications do not meet the SIMTREX style guide specifications, and should thus be avoided.
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3.4
BRAND STYLE
SUPPORTING VISUAL GRAPHIC ELEMENTS These applications are correct uses of the SIMTREX style. The primary symbol may be used alone as a graphic element in two ways. It may be used in solid black or white on the inverse colour background, or a 98% opacity black over a photograph (from the SIMTREX photographic library) background. It may also be used with a fill of a photograph from the SIMTREX photographic library. The secondary symbol may only be layered in white over photographs from the SIMTREX photographic library. Another visual graphic element is the use of random lines across the SIMTREX photographs. These lines enforce the concept of connections, taking the customer from one place to another. These lines also reference flight paths across the globe. SIMTREX STYLE GUIDE
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3.5
BRAND STYLE
SIMTREX PHOTOGRAPHIC LIBRARY These images represent the photographic style for SIMTREX. Ideally these images will be used consistently throughout the brand application. Additional photographs may be utilized, as long as they are visually consistent to these photographs. Photographs must be visually rich, with a heavy focus on colour. The subject of the photographs must be either striking landscapes (REALITY) or of the Aurora Borealis (FANTASY). Photographs must be of a high quality, and must not pixelate in the least. REALITY
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3.6
BRAND STYLE
APPLYING THE SIMTREX STYLE GUIDE This image is a demonstration of the SIMTREX brand style, correctly making use of most visual elements. The white SIMTREX logo is situated on a transparent black background over a photograph from the SIMTREX photographic library. This logo allows for the minimal clearance, and separates itself from other page elements through the use of line. The body copy is aligned to the logo, and is constrained to an appropriate section through the use of font size and line. The visual graphic element of line is correctly randomly placed across the photograph.
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Virtual reality travel vacations of the future are only a few moments away from your home, office or workplace. Try SIMTREX simulated travel experiences today. Explore a world of your own creation.
The secondary symbol is white, allows for the minimal clearance, and the photograph shows through. SIMTREX STYLE GUIDE
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4.0
BASIC APPLICATIONS
BASIC CORPORATE STATIONERY Business card, front and back.
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4.1
BASIC APPLICATIONS
BASIC CORPORATE STATIONERY Letterhead and layout, front and back.
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4.2
BASIC APPLICATIONS
BASIC CORPORATE STATIONERY Business card, front and back. Letterhead and layout. Envelope, front and back.
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4.3
BASIC APPLICATIONS
BASIC CORPORATE STATIONERY With compliments slip, front and back.
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4.4
BASIC APPLICATIONS
OTHER STATIONERY Magnetic swipe cards, front and back.
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4.5
BASIC APPLICATIONS
WEBSITE
ABOUT
Front page design, full page view.
RESERVATIONS
NEWS
SEARCH
S I M U L AT E D T R AV E L E X P E R I E N C E S
EUROPE
DREAMS
ASIA
SPACE
N. AMERICA
TIME
S. AMERICA
FILM / NOVELS
AFRICA AUSTRALIA
CONNECT WITH US:
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SIMTREX: DUBAI
SIMTREX: NEW YORK
SIMTREX: LONDON
SIMTREX: PARIS
SIMTREX: BRISBANE
Shop 315 49 Sheikh Zayed Road Dubai, United Arab Emirates
1501 Broadway New York, NY United States
50 Shaftesbury Avenue London W1D 6LW United Kingdom
44 Champs-Elysees 75008 Paris France
22 Queen Street Brisbane, QLD Australia 4000
+971 504 548 131
+1 212 944 8555
+44 20 7439 1364
+11 45 61 45 25
+61 07 55 922 250
www.simtrex.ae
www.simtrex.com
www.simtrex.co.uk
www.simtrex.fr
www.simtrex.com.au
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4.6
BASIC APPLICATIONS
WEBSITE Front page design, page top.
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4.7
BASIC APPLICATIONS
WEBSITE Front page design, page bottom.
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4.8
BASIC APPLICATIONS
STATIC APP. Welcome screen design.
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4.9
BASIC APPLICATIONS
STATIC APP. Home screen design.
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4.10
BASIC APPLICATIONS
UNIFORM Female employee clothing design.
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4.11
BASIC APPLICATIONS
UNIFORM Male employee clothing design.
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4.12
BASIC APPLICATIONS
JEWELERY Female employee SIMTREX back chain. Male employee SIMTREX cuff-links.
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5.0
ADVANCED APPLICATIONS
BRANDED INTERIOR Overhead SIMTREX destination floor plan. Includes glass door entrance, triangular welcome desk, REALITY and FANTASY entry doors, and individual simulated travel experience booths.
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5.1
ADVANCED APPLICATIONS
BRANDED INTERIOR Three-Dimensional SIMTREX interior layout, including brand banners. Full view.
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5.2
ADVANCED APPLICATIONS
BRANDED INTERIOR Three-Dimensional SIMTREX interior layout, including brand banners. Front on view.
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5.3
ADVANCED APPLICATIONS
BRANDED INTERIOR Three-Dimensional SIMTREX welcome desk.
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5.4
ADVANCED APPLICATIONS
BRANDED INTERIOR Three-Dimensional SIMTREX interior layout, including brand banners. Close up view, including welcome desk.
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5.5
ADVANCED APPLICATIONS
BRANDED INTERIOR SIMTREX brand banners. Three REALITY focused, three FANTASY focused.
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5.6
ADVANCED APPLICATIONS
SIMTREX LOGO ANIMATION A 24 second animation of SIMTREX focus words and the SIMTREX logo variations. The actual video is located within the SIMTREX style guide and presentation folder.
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