VALUE TOURS
BRAND GUIDELINES
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valuetours.com.au issue 01 Dec 2011
PAGE: i value tours brand guidelines
TABLE OF CONTENTS Table of Contents 1.0 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 2.0 Identity Standards.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.1 Identity Configurations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2 Isolation areas. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2.3 Minimum Size. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.4 Correct Usage - Print. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.5 Correct Usage - Web. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 2.6 Colour Usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 2.7 Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
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issue 01 Dec 2011
PAGE: ii value tours brand guidelines
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PAGE: iii value tours brand guidelines
introduction
1.0
The public face of Value Tours is in the identity and visual communication program. The standards in this manual must be adhered to at all times. These Brand Guidelines are intended as a reference point for application of the Value Tours identity and the various elements that Careful and considered use of the Guidelines will aid in maintaining a powerful, recognisable and successful Value Tours image. comprise the identity and extended collateral. They are not meant to be a rigid presentation, they need to be The Manual is divided into sections covering Identity and logo evolutionary by nature. Therefore as needs and styles emerge the Guidelines and Advertising Application Guidelines. It does not seek The Value Tours identity as represented by the identity contained Guidelines will be adjusted accordingly. to cover all possible applications, rather provide comprehensive in these Brand Guidelines, is a valuable asset. The Identity and the If any needs or variations arise that are not addressed in these instructions that illustrate the correct use and application that can Brand Guidelines have been developed to protect this asset and to Guidelines please consult: ensure a continued and consistent representation of the Identity and be translated to a wide variety of scenarios. Company image. Ms. Jenny Hardman, Head of Product and Marketing A complete and consistent identity and visual communication guide ensures clarity of message and will enable Value Tours to grow and maintain itâ&#x20AC;&#x2122;s 39 year strong presence and reputation in the Travel & Leisure community.
Value Tours Pty Ltd Tel: +61 2 8081 0153
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2.0 identity standards
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Identity Configurations
2.1
Identity Configurations
figure 1: The Primary (Linear) Configuration
The Value Tours Identity is configured in two main directions:
The Primary [Linear] configuration The Primary or linear configuration (refer figure 1) is the preferred usage for all external communications including, but not limited to: n digital n print
usage such as the value tours website
usage such as Stationery
The Secondary [Stacked] configuration The Secondary or stacked configuration (refer figure 2) is used in a limited number of instances where space is limited such in a Co-Branding situations where the width of the Linear logo would appear too small and therefore appear to have less prominence.
figure 2: The Secondary (Stacked) Configuration
For Advertising Applications of the Value Tours Identity please refer to The Advertising and Branding sections of these Guidelines.
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isolation areas
2.2
The isolation area denotes the space around an identity or logo in which no other text and/or graphic elements must encroach.
1x may need to be height of full vt logotype. (ie double what is show here)
figure 3: The Primary (Linear) Configuration - Isolation Areas
Isolation Areas – Linear configuration The isolation area for the Primary (Linear) identity is 1 unit, being half the height of the Value Tours Logo Mark. (Refer figure 3)
‘x’ ‘x’ ‘x’
‘x’
ISOLATION AREA
Isolation Areas – Stacked Configuration
figure 4: The Secondary (Stacked) Configuration - Isolation Areas
The isolation area for the Secondary (Stacked) identity is 1 unit, being half the height of the Value Tours Logo Mark. (Refer figure 4)
‘x’ ‘x’
ISOLATION AREA
>
‘x’
‘x’
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Minimum Size
2.3
Minimum Size The Minimum size of the Primary (Linear) identity is 35 mm wide. (Refer figure 5)
35 mm
25 mm
The Minimum size of the Secondary (Stacked) identity is 25 mm wide. (Refer figure 6)
figure 5: Primary minimum
figure 6: Secondary minimum
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Correct Usage - Print
2.4
Correct Usage - Print
DO NOT DISTORT THE LOGO.
DO NOT ATTEMPT TO RE-COLOUR THE LOGO.
DO NOT ANGLE THE LOGO.
DO NOT ATTEMPT TO EMBELLISH THE LOGO.
DO NOT ATTEMPT TO EMBELLISH THE LOGO.
DO NOT ATTEMPT TO EMBELLISH THE LOGO.
The Value Tours Identity in the general print environment should always remain the fixed proportion as indicated, and should never be distorted for any reason. Nor should the Value Tours Identity be recoloured, or embellished in any way with effects, keylines and such as demonstrated.
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Correct Usage - WEB
2.5
Correct Usage - Web
DO NOT DISTORT THE LOGO.
DO NOT ATTEMPT TO RE-COLOUR THE LOGO.
The Value Tours Identity when used in the digital environment should always remain the fixed proportion as indicated, and should never be distorted for any reason as per print usage. The digital environment affords more options and so a limited number of effects are permitted for use such as demonstrated.
DO NOT ANGLE THE LOGO.
POSITIVE GRADIENT EFFECT ON LIGHT BACKGROUND
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3
REVERSED EFFECT ON BACKGROUND
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Colour Usage
2.6
Colour Usage
figure 7: The Primary (Linear) Configuration PMS 300 c
figure 8: The Secondary (Stacked) Configuration PMS 300 c
The Value Tours Identity colour ways, using the various applicable colour spaces are indicated as follows:
Pantone速 Matching System colour space Value Tours Blue: Pantone速 300c
Panto ne速 300 C
Four Colour Process colour space The Value Tours Identity using the Four Colour Process printing colour space values are as follows: Value Tours Blue: C: 100% M: 58% Y: 5% K: 0%
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Colour Usage [
2.6
CONTINUED ]
RGB (web) Colour space values The Value Tours Identity colour ways using the rgb (web) colour space values are as follows: Value Tours Blue: R: 000 B: 099 G: 190
rgb
Lab (web) Colour space values The Value Tours Identity colour ways using the lab (web) colour space values are as follows: Value Tours Blue: L: 38 a: -13 b: -61
Lab
HEX (web) Colour space values The Value Tours Identity colour ways using the Hex (web) colour space values are as follows: Value Tours Blue: # 0063be
hex
HSB (web) Colour space values
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The Value Tours Identity colour ways using the lab (web) colour space values are as follows: Value Tours Blue: H: 209Ë&#x161; S: 100% B: 74%
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Colour Usage [
2.6
Single Colour Usage
CONTINUED ]
figure 9: The Primary (Linear) Configuration - PMS 300 c
figure 10: The Secondary (Stacked) Configuration - PMS 300 c
figure 11: The Primary (Linear) Configuration - Black
figure 12: The Secondary (Stacked) Configuration - Black
figure 13: The Primary (Linear) Configuration - White
figure 14: The Secondary (Stacked) Configuration - White
The Value Tours Identity can be reproduced in a single colour when the full colour version cannot be reproduced due to printing or media limitations. When reproducing the Identity in a single colour, the preferred colours is Pantone速 300c. Refer figure 9 & 10. When reproducing the Identity in a single monotone, the preferred colours is Black. Refer figure 11 & 12.
Reverse Applications When reproducing the Value Tours Identity in a single monotone on a coloured background, the preferred colour is White. The Preferred Background Colour when Identity is reversed in Pantone速 300 c (Value Tours Blue) Refer figure 13 & 14.
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typography
2.7
Primary Typography The Primary typeface for all Value Tours is the Myriad Pro family. A clean highly legible san-serif typeface available in an extensive family of weights and styles suitable for a wide variety of applications.
gy Aa Aa >
Myriad Pro family consists of the following styles and weights:
Myriad Pro Myriad Pro
Light Light Italic
Myriad Pro Regular Myriad Pro Italic Myriad Pro Semibold Myriad Pro Semibold italic Myriad Pro Bold Myriad Pro Bold italic Myriad Pro Black Myriad Pro Black italic Myriad Pro Myriad Pro
Light Condensed Light Condensed Italic
Myriad Pro Myriad Pro
Condensed Condensed Italic
Myriad Pro Myriad Pro
Semibold Condensed Semibold Condensed Italic
Myriad Pro Myriad Pro
Semibold Condensed Semibold Condensed Italic
Myriad Pro Myriad Pro
Bold Condensed Bold Condensed Italic
Myriad Pro Myriad Pro
Black Condensed Bold Condensed italic
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typography [
2.7
CONTINUED ]
Secondary Typography
The ITC Franklin Gothic family consists of the following styles and weights:
The Secondary typography for Value Tours is the ITC Franklin Gothic family. A clean highly legible san-serif typeface available in an extensive family of weights and styles suitable for a wide variety of applications.
ITC Franklin Gothic Book Condensed ITC Franklin Gothic Book Condensed Italic
gy Aa Aa
ITC Franklin Gothic Medium Condensed ITC Franklin Gothic Medium Condensed Italic ITC Franklin Gothic Demi Condensed ITC Franklin Gothic Demi Condensed Italic ITC Franklin Gothic Demi ITC Franklin Gothic Demi Oblique
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