BRAND STYLE GUIDE
CAMP XPRESS
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STYLE GUIDE
ABOUT P. 4
Now that we have created a cohesive brand design for Camp Xpress we would like to make sure it stays that way when it heads out in to the world. Following this brand style guide will ensure the Camp Xpress logo is used in a way that upholds the aesthetic standards and keeps our brand looking professional and consistent.
LOGO
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TYPOGRAPHY COLOUR
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CLEAR SPACE
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PHOTOGRAPHY APPAREL
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PATTERNS
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DESIGNER INFO
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STYLE GUIDE
FUN LEARNING SCIENCE & TECHNOLOGY ABOUT Camp Xpress is a non profit organization aimed at educating at risk you in Science and Technology. We believe that learning in a fun environment with hands on experience is the key to bridging the gap between youth and the real world. Through summer camp educational experiences, we prepare them for a world where most of the employment will be technologically focused.
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PRIMARY LOGO This is the primary logo that will be used across primary brand applications. This trademark helps audiences easily identity Camp Xpress across various applications and media. It is important that the logo is used with care and respect outlined in this style guide to ensure the success of our brand identity.
LOGO MINIMUM SIZE 1.3 INCHES
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SECONDARY LOGO
A.
B.
These are the secondary logo versions for Camp Xpress. A. Stacked combo logo with icon and word mark
C.
B. Icon logo C. Primary logo in gray scale D. Primary logo reversed
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IMPROPER USAGE
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A. Do not skew the logo in any way B. Do not change the placement or size of wordmark
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Skylar Howell December 2016
C.
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Camp Xpress Brand Identity Mock-up V2
C. Do not rotate the logo D. Do not change the colour of logo E. Do not change opacity of logo
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1. TERMINA DEMI
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 2. EUROSTILE MEDIUM
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 3. EUROSTILE REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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TYPOGRAPHY 1. LOGO & HEADLINE TYPEFACE Termina Demi is a strong sans serif typeface used in the Camp Xpress logo. It is also the font that will be used for all headlines in print and on web. Be sure to only use all caps when creating headline text. 2. SUBHEAD TYPEFACE Eurostile Medium is the font that is used for Camp Xpress Subhead. Eurostile is a geometric sans-serif typeface Its linear nature suggests modern architecture, with an appeal both technical and functional. Subhead text should on be used in caps. 2. BODY TYPEFACE Eurostile Medium is the font that will be used for Camp Xpress body text. We chose Eurostile because it has the ability to give text a dynamic, technological aura that reflects the essence of our brand. Body typeface should be used as regular lower and uppercase format.
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COLOUR PALETTE The Camp Xpress colour palette is inspired by the basic fundamentals of offset printing ink CMYK (Cyan, Magenta, Yellow and Key or Black) with an added 6% K to tone down the brightness ever so slightly. Designers are able to use varying opacities of these colour and nothing more.
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C 100 M0 Y0 K6
C0 M 100 Y0 K6
C0 M0 Y 100 K6
C0 M0 Y0 K 100
R0 G 164 B 226
R 222 G0 B132
R 247 G 227 B 055
R0 G0 B0
PANTONE 268 C
PANTONE 7675 C
PANTONE 395 C
PANTONE 6C
HEX 00A4E2
HEX DE0084
HEX F7E300
HEX 000000
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%90
%80
%70
%60
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COLOUR USAGE When applying the Camp Xpress logo on white background the full colour primary logo (A) must be use. When applying the logo on a black background with there are two options, you can use either the full colour logo with the wordmark in white (B) or the gray scale logo (C).
CLEAR SPACE To ensure legibility always keep a minimum clear space around the logo. This isolates the logo from any competing graphic elements like other logos, symbols or body copy that might conflict with, overcrowd or compete with the impact of the logo. The minimum clear space is defined by the white X in the blue triangle. The clear space should be maintained as the logo is proportionately resized.
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A.
B.
C.
X
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X
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PHOTOGRAPHY Camp Xpress photography should reflect our mission statement, “Teens having fun while learning science and technology.� Photos used should either be of group activities with subjects smiling and working as a team or of single individuals appearing focused and working on a task at hand. Photos should also convey diversity with gender and ethnicity.
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GRADIENT MAP PHOTOGRAPHS In order to achieve the gradient map effect, photos must be edited using Photoshop with the gradient adjustment layer. Colours used will be %100 K + the desired brand colour of choice either CampX Yellow, CampX Cyan, CampX Magenta, or White.
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APPAREL When creating apparel for Camp Xpress, the designer must use the stacked combination logo centered on the garment. Only crew neck sweatshirts and T-Shirts in black and sport gray may be used. For hats only snapback styles may be used.
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PATTERNS
PATTERN 1
There are two Camp Xpress Patterns to chose from. These patterns may be used in a standalone format for stationary products and should never be combined together.
PATTERN 2
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FINAL COMMENT We hope this guide will help you, the designer, stay on track with our brand identity. These guidelines are fairly flexible and should allow enough creative freedom for you to design various marketing media for Camp Xpress across many applications ensuring the brand looks professional and consistent. Should you have any doubts or are in need of tips please feel free to contact me. Sincerely,
Skylar Howell info@skydesigns.com
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