Pakrs Magazine (MA Project) - Brand guidelines

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BRAND GUIDELINES // 2016


TABLE OF CONTENTS BRAND ESSENCE BRAND VOICE PRIMARY LOGO CLEAR ZONES SECONDARY LOGO CLEAR ZONES COLOUR PALETTE DONT’S TYPOGRAPHY SYMBOL BASIC STATIONERY

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BRAND ESSENCE Pakrs is magazine that showcases travelling as it should be: fun, easy and acessible. Pakrs is not made by a team of journalists that have never hit the road in their lives but it’s made by a team of travellers spread across the globe. Pakrs is made for you, by people like you. If you share a passion for travelling, whether it’s backpackaging across Asia with just essentials or spending two weeks in a Caribbean resort, Pakrs is for you. MISSION Showcase travelling as it should be: fun, easy and acessible. VISION Be the best travel magazine in the world and inspire people across the globe to hit the road and be free.

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BRAND VOICE FUN Every time Pakrs is talking, someone is laughing.

PERSONAL Pakrs doesn’t talk to the public, it talks to you.

ENCOURAGING If Pakrs was a person it would be that motivating guy from a TED talk.

CREATIVE Pakrs likes creativity and it likes sharing creative ideas and creative trips-tips.

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BARCELONA // SPAIN


PRIMARY IDENTITY

Symbol

Typeface

Pakrs identity is impactful and powerful. It’s loud and it gets the message delivered. The typeface is funky, creative and bold just like a good traveller. The compass symbol represents movement and it’s and object present in the dayly life of a packer.

Minimum size 30mm W

All black

All white

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CLEAR ZONES

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SECONDARY IDENTITY The Secondary Identity is just to be used when the Primary Identity cannot be applied. Its horizontal direction might be better for some brand applications such as pens and memory drives.

Symbol

Typeface

Minimum size 40mm W

All black

All white

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CLEAR ZONES

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EDINBURGH // SCOTLAND


COLOUR PALETTE Pakrs’ colour palette is pretty sweet and simple: ol’ black, fun orange, awesome blue and calm green. Pakrs logo can appear in any of those 4 given colours at any time being ol’ black the most common choice. Ol’ Black PANTONE Black C / M / Y / K 100

Fun Orange

Awesome Blue

Calm Green

PANTONE 1495C

PANTONE 2995C

PANTONE 375C

C / M 50 / Y 100 / K

C 100 / M / Y / K

C 50 / M / Y 100 / K

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DON’Ts

Don’t make the symbol too big

Don’t make the symbol too small

Never squeeze it

Don’t mix colours

Don’t rotate it

Dont’ squeeze it in the other way

Don’t apply gradient

No drop shadow, please

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TYPOGRAPHY The typography chosen for Pakrs is the contemporary Exo, a geometric sans serif typeface that tries to convey a technological/futuristic feeling while keeping an elegant design.

EXO BOLD - Titles and headers Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Ww Xx Yy Zz 0123456798 #/?!$£%

Exo light - Content Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Ww Xx Yy Zz 0123456798 #/?!$£%

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SYMBOL Pakrs symbol is a compass with a pin map as a needle. It represents movement and direction, two nouns present in the dayly life of a packer.

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SLIGO // IRELAND


BASIC STATIONERY Example of Pakrs stationery: letterhead and business cards.

Ricardo Martins

ricardo@pakrs.com +44 (0) 075 487 522 88

WHERE NEXT?

Ricardo Martins e 2P

ricardo@pakrs.com

o.u k

+44 (0) 075 487 522 88

2 Percy Street // Cardiff, UK // pakrs.co.uk

rc .c yS rs tre pak et // / / Cardiff, UK

Pakrs Magazine 2 Percy Street Cardiff, UK

www.pakrs.co.uk

BRAND GUIDELINES // 14


ROVANIEMI // FINLAND


THANK YOU // created by Pakrs design department


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