Visual Identity Guidelines
V1.0 07/2020
1. The Ideals
Our brand Shoes on loose essentially aims to be synonymous to hassle free travel; it thrives to be a travel aggregator which prioritises customer satisfaction and transparency from presales to trip completion. Internet and technology products have changed the travel industry for good, yet customer satisfaction has dipped. Our brand aims to solve this problem by making knowledge, commitment and integrity the building blocks; we amalgamate technology and destination expertise to create a hassle free experience for the customer. We do this with a team of visionary founders and highly motivated and likeminded team members who share the same passion for travel and respect for the environment and have a common vision to revolutionize the broken travel industry. At Shoes on Loose we take all the hassle from the customers, so that they come back only with happy memories.
Who we are The story starts when three kindred spirits united by a passion for travel and zeal to revolutionize the travel industry met in 2011. From the humble beginnings of organizing a trip for 45 people to Bandhavgarh in India to serving 35,000 plus customers and expanding internationally in more than ten countries including Maldives, Indonesia, Australia etc., Shoes on loose have come a long way. Our team of three has now grown to more than 50 people; we come from diverse backgrounds yet united by our passion for travel and our enthusiasm for solving problems. When building a team, we make sure our members feel personally aligned to the core values of the company. As one of our founders says “You don’t come to work for Shoes on Loose, you come here to make a difference�
1. The Ideals
What we stand for Shoes on loose before anything else stands for customer satisfaction in the travel paradigm. Our foremost priority is to give the customer an end to end hassle free experience; we do this by using technology products in tandem with rich knowledge and on ground presence of destination experts. People travel to have enriching experiences, and we take it upon ourselves that nothing deters from their goal. We do not aim to become just another travel package company, we thrive to become travel partners; and as a partner, we are there at every step to help the customer and that is what separates Shoes on Loose from the crowd.
our mission and values Our Mission To become synonymous to hassle free travel in the industry by placing customer satisfaction above all. Our Values Customer Oriented - At Shoes on Loose the customer is the centre of our universe. Any business decision or technological innovation is always customer-centric in our company. We prioritise developing long term relationships with the customer over short term benefits, as the saying goes one happy customer can bring hundred more. Passion – We are a team of diverse individuals but what binds us together is our common love for travel and the belief that we at Shoes on Loose are solving a problem of utmost importance in the travel space. Innovation – We believe to disrupt an industry you need to innovate. Innovation has no bounds, whether it be technology-based or knowledge-based. Without a constant strive for innovation, it is difficult to make a mark. Empathy – As a company that places customer experience at the top of the chain, empathy is very important. To empathise is to understand; so to give the customer experiences he values and cherishes, we need to empathise first. Working at Shoes on Loose we try to bolster the culture of empathy; it helps us complement each other rather not
1. The Ideals
contradict. Accountability – At Shoes on loose we promulgate the idea that we are accountable for successes as well as our failures. We are accountable to the customer as well as the environment. As a customer centric organization we need to be accountable for the promises made to the customer. A sense of accountability and integrity is an important work ethic at Shoes on Loose.
Brand Attributes Hassle Free – It has to be reiterated that our company is built on the premise of giving the customer a hassle free experience; be it by providing technology enabled products or by managing an on-ground support team to help customers. Cognizant- We have a team of destination experts who are always updated and well versed in their respective destinations. We believe in the concept of transparent knowledge-based selling; this is what separates from other travel tour or travel package companies. Flexible – Most travel companies offer stringent packages with little or no scope for customization. Shoes on Loose aims to break this norm; we believe every customer is unique and we strive to make the scope o f customization should be as wide as possible for our customers Technology driven – Shoes on Loose has never lost sight that it is a technologically enabled travel company. Although the internet has disrupted the travel industry for good, it has also created a lot of clutter; a customer is often found juggling multiple websites and platforms to manage bookings, payments, itineraries, etc. We are trying to solve this problem by creating a one for all platform to make this entire process hassle free for the customer. Not only customers but we are building to products for vendors alike to ease the process. Eco- Friendly –As a company in the travel paradigm we have an inherent responsibility towards the environment. An industry which survives on the well-being of the
1. The Ideals
environment, we ensure our practices align with sustainable tourism; along with that it is imperative we create awareness about the same among our customers.
Message from CEO Shoes on Loose was born out of a passion for travel and a determination to revolutionize the broken travel industry. The travel industry has fallen prey to commodification, a quick lead conversion has become its priority; we want to challenge and change this norm. People travel to experience; they want a personalized experience rather than just pricing and inclusions. A lot has changed since 2011 but our vision still remains the same. All our values and principles translate to one philosophy: customer first; everything we do here revolves around the customer. Technology has spearheaded innovation at SOL, we have developed products for customers and vendors alike to make the entire process transparent and hassle free. We understand the value of knowledge and human connection, so we introduced destination experts who specialise in the nuances of their respective destinations and are always ready to help the customer. We want to create a tech-friendly, valueconscious system that gives travellers a transparent picture and promises only memories and no hassles. As an innovative and far-sighted company, we realise the travel industry has put enormous pressure on the environment, and it is high time we take responsibility and act accordingly. As torchbearers of the travel industry, it is our duty to educate and create awareness about sustainable tourism and be a prime example of it. We did
1. The Ideals
the #saveladakh campaign and would keep doing such initiatives in the future. Going forward we are focussed on adding more happy customers and more destinations to our brand. At Shoes on Loose, we embrace challenges as an adventure and I feel extremely lucky to have a team is passionate about travel and believes in our values working consistently towards making hassle free travel a reality. Step by step with each passing day we move ahead to realise our vision; I am truly excited about the future and believe the best of Shoes on Loose is yet to come.
2. The Logo
Logo introduction
2. The Logo
Sizing and exclusion zones Safe area is used to prevent from placing other elements in the logo that may distort the perception of the sign. The module used to determine the safe area around logo is the width of the letter “H�
2. The Logo
Diffirent variations of the logo
2. The Logo
Diffirent variations of the logo The logo has two variations - horizontal and vertical. Depending on the needs - it can be used with or without the tag line “HASSLE FREE TRAVEL�.
2. The Logo
Fonts and colour of the logo
2. The Logo
DO’S AND DON’T FOR the LOGO
Colour contrast Do not sit the logo on high contrast or vibrant colors. Do not place the logo on colours and tones similar to the logos colors.
Space around the logo Logo should always be given some breathing room. Preferably placement is on white or neutral back grounds.
That’s just wrong Do not tilt, rotate, stretch, skew or distort the logo in anyway.
Placement on dark backgrounds If the logo need to be placed on a dark background, use the negative logo.
That’s just unnecessary Do not add unnecessary embellishments like drop shadows, gradients, embossing etc to the logo.
Clear space To ensure visibility, there should be a zone of clear space around the logo equal to or greater than the height of the In the logo text. Noting should appear within the clear space.
Placement Do not place the logo on the bottom right or left of the artwork.
Minimum Size The minimum size shows the smallest allowed usage of the logo. This is to prevent the logo or part of it from being illegible. The minimum size of the logo with the tagline will be 9mm.
Do not place the logo over any graphical element. Colour Do not play with the colour and look and feel of the logo.
#072C50
C 100 M 83 Y 41 K 38
#20639B
C 89 M 57 Y 16 K 2
#3CAEA3
C 71 M 6 Y 42 K 0
#F6D55C
C 6 M 14 Y 73 K 0
R 245 G 213 B 92
#F04837
C 0 M 82 Y 78 K 0
R 239 G 72 B 54
THE Colour PALETTE
3. Colour
R 25 G 46 B 78
R 32 G 99 B 154
R 60 G 174 B 164
Typefaces
4. Typography
typographic basics
5. Illustrations & Icons
iconography
illustration
FAqs We have curated a few questions which are frequently asked by our customers. If you still have any doubt, don’t hesitate to contact us. Q: How does Shoes on Loose work? A: At Shoes on Loose, we have developed the concept of ‘destination experts’. Each of our team members works on just one destination at a time, channelising all efforts and time to that particular destination. S/he curates a valuefor-money itinerary for clients to deliver the best sales experience, followed by an on-ground experience in line with the clients’ expectations. Q: What is the business model of Shoes on Loose? A: Shoes on Loose’s business model has evolved with time, but the core has been the same: creating a product with the best value for the client and establishing long-term relationships.
ordering information If you are doing it yourself kind of person, we have you covered. We provide tents, Go Pros and other essential equipment at the best prices, completely hassle free. Currently, we are operational in the Delhi area. You can visit our rental store at http://shoesonloose.com/equipmentrental