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
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ROVANIEMI // FINLAND
THANK YOU // created by Pakrs design department