Sky Lark Travel Agency Graphics Identity Standards Manual revised 4.9.2010
1234 skylark dr, slc, ut 84112 P * 801.555.7890 F * 801.638.8902 www.skylark.com
table of contents
Welcome * Table of contents . . . . . . . . . . . . . . . . 1
Sky Lark's Brand * Vision & Mission . . . . . . . . . . . . . . . . 2 * Message & Tone . . . . . . . . . . . . . . . . 3
Brand Components * Logo . . . . . . . . . . . . . . . . . . . . . . . . . . 6 * Color Palette . . . . . . . . . . . . . . . . . . 12 * Typefaces . . . . . . . . . . . . . . . . . . . . . 14 * Photos and Images . . . . . . . . . . . . . .16
Standard Communication * Letterhead . . . . . . . . . . . . . . . . . . . . 22 * Envelopes . . . . . . . . . . . . . . . . . . . . 24 * Business cards . . . . . . . . . . . . . . . . . 28 * E-mail . . . . . . . . . . . . . . . . . . . . . . . 30
As a global leader in luxury travel and exploration, Sky Lark Travel has built reputation for extraordinary firstclass experiences. Our well-respected identity is one of the most valuable marketing asset. It embodies all that Sky Lark stands for, and serves as an introduction to the kind of experience that may be experienced by our services. This manual contains guidelines, rules and examples of maintaining the branding that Sky Lark has placed for it's communications. If there are any questions that are not addressed in this document, please contact Sky Lark using the contact information contained herein.
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sky lark's brand
Our Mission
Our Vision
Our mission is to allow individuals to experience a wealth of adventure and travel that this vast world has to offer with ease and luxury. We believe that we can greatly add to the travel experience by aiding in the planning and booking of a trip that can often cause unwanted frustration that can detract from the experience. By letting Sky Lark plan your travels, your worries will just melt away, and all you have to do is enjoy.
Our vision is to be recognized as the essential partner in creating and implementing knowledge that allows us to create the most memorable and comfortable travel experience possible. Those words describe our ideal future and reflect the essence of what we intend to become as a company. We feel it stretches the organization’s capabilities. We also believe our vision statement unites and inspires us in a common, coherent, strategic direction.
Our mission is to provide the most knowledgeable advise and expertise in the field of travel. With this knowledge we aim to: *Ensure that our customers needs are taken care of to the fullest extent of our ability. This means listening and understanding the individual needs of our clients. * Have the most knowledgeable business in the field of travel. * Inspired thinking and innovation. * Have attentive people associated with Sky Lark.
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Our Message
Our Tone
Following are some guidelines and suggestions to send the right message and create the right tone to best communicate Sky Lark's brand. Getting the message and tone right will be the measure between the success and failure of each communication.
The tone of Sky Lark Travel is one of elegant wisdom.
Audiences must understand the benefits that come from using Sky Lark as a travel company, versus working with the competition. Above all, you should strive to use the points of differentiation that uniquely position Sky Lark in the hearts and minds of our customers, partners and other key audiences.
* Be understated. The dramatic understatement of under promising and over delivering is the tone to strive for. Find it.
* Obtain approval. All ads, literature and other external marketing communication materials must be reviewed and approved by Corporate Communications before they are completed.
* Be confident. Quietly. Our message should be understated, subtle, not boastful. This is not about making claims; it’s about who we are.
* Be clean and crisp. Use elegant, simple but effective communication. Visually and verbally, less is more. * Be respectful and nonpromotional. Engage the reader by speaking in a common language. No chest-beating or competitor-bashing. Avoid jargon. * Be sensitive. Not all cultures in the global village share the same values. For example, subtle humor is a wonderful tool to use but humor “here” isn’t necessarily humor “there.” Also consider facial expressions and body language in the images you select. * Be sure. Test the visual and verbal content with the audience to be sure that you are communicating what you want to communicate.
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brand components
logo
The Sky Lark logo is one of the most important parts of the identity system. The logo is to be used with the utmost care and thought. The logo should not be recreated in anyway. If files need to be obtained for marketing uses, please contact Sky Lark using the contact information provided in this document. Minimum logo size The minimum allowable reproduction width for the Sky Lark logo is 1.2 inches wide and 1 inch tall. For applications that may require a size smaller than those specified at left, please use the contact information provided for recommendations.
1.2"
1"
Clear space around logo No other design elements may be positioned within this space, including typography, photography, and illustration. As a general rule, more clear space is preferred.
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Fig. 1 * A one-color, black version of the logo is available for use in situations that print in black and white. This version should only be used when the logo must appear in black and white (ie. faxing, newspapers, envelope printing, etc). Fig. 2 * This gradient version of the logo is an option for online and internet based applications. Always have the gradient run from light on the top to dark on the bottom. The gray should never be lighter than 50%. The gradient can also be used in color, as shown later in this book.
Fig. 1
Fig. 2
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Please ask yourself before deciding to alter the logo in anyway if this is beneficial to the Sky Lark brand identity. Is altering the logo making it irrecognizable? Is it affecting the readablility or visability? If the answer is yes, do not change the logo. Here are some things that can be done with the logo. * The logo may be reversed out of a black background.
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* The logo may be reversed out of a specified color background.
Here are some things that should not be done with the logo. *Do not crop any part of the logo. The logo should remain whole and complete at all times. The bird is the only part that may be used seperately.
*Do not add a drop shadow to the logo. As appealing as this may look, it has no place in the Sky Lark brand identity.
* Do not stretch or skew the logo in any manner. This practice is not good or healthy for our logo.
*Do not break apart elements of the logo. Spacing things too far apart or too close together can compromise the readability of the logo.
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Just the bird image of the logo may be used to further enhance the Sky Lark brand. However, in chosing to use this, it is imparative that the name or Sky Lark be used in conjuction with the bird image when it is being used on it's own. A good example of this is the business card design.
Fig. 3 * The bird may be used a lone, but always make sure it is recongizable as the Sky Lark logo.
The tagline for Sky Lark can be used in conjuction with the logo. Always be mindful of the placement of the tagline. Never put it too far away from the logo, and never put it too close. Here are some examples of good tagline usage. The tagline should always be set in the typeface Cochin.
sky lark travel * find your wings
find your wings
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Fig. 3
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color palette
Primary Colors The color palette for Sky Lark is to be adhered to strickly. The colors of Sky Lark's identity are very important in helpiong the brand remain memorable and recognizable. Never stray from these colors.
Pantone 357 U CMYK 80/0/100/56 RBG 0/99/37 HEX# 006325
Pantone 370 U CMYK 56/0/100/27 RGB 94/151/50 HEX# 5E9732
Rich Black
CMYK 60/40/40/100 RGB 0/0/0 HEX# 000000
Secondary Colors Secondary colors have been provided when an accent color is needed. Only use these colors when printing is limited, or if it is absolutely necessary. Our goal is to keep the brand clean and simple.
Pantone 600 0/0/29/0 225/250/196 HEX# FFFAC4
Pantone 376 C CMYK 0/0/0/50 RGB 141/198/63 HEX# 8DC63F
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The paper choice for Sky Lark is always cream or ivory colored. White is acceptable to use in faxing or newspaper, where paper option cannot be controlled. The logo can be used in a few color variations. For all applications, the primary logo must be used in color as specified. In applications where there is only one color available or the background does not lend itself to the two-color rendition, there is a onecolor version of the logo. Fig. 4 * A one color version of the logo is available for use when needed. Fig. 5 * There is a two colored version of the logo for use when it is appropriate.
Fig. 4
Fig. 5
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typography
These typefaces are to be used for print communications. Always be mindful of leading, tracking, and kerning. The larger these typefaces get, the more kerning will need to be adjusted. The typeface of choice for all body copy is Cochin. * Use this typeface for all letters, brochures and other print materials that are type heavy. This typeface shouldn't be enlarged or used for large communications. Apple chancery can be used with discretion when a little extra flair is needed. * Use this typeface for more personalized items such as business cards, letterheads, etc. Use only in small doses, never in body copy. For instances when a san serif typeface is needed, use Gotham. This typeface is also to be used with discretion, the main identity is mainly based around serif type. * Use this typeface is nice to use as a limited headline, bulletin boards, or larger mediums.
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Fig. 6 * Cochin is the main typeface for the Sky Lark identity system. Fig. 7 * Apple Chancery is to be used sparingly. when needful. Fig. 8 * Gotham is a good sans serif typeface.
Fig. 6
Aa
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrs tuvwyz 123456789 Fig. 7
Aa
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrs tuvwyz 123456789 Fig. 8
Aa
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrs tuvwyz 123456789
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photography
The image Sky Lark always portrays is one of luxury to the finest details and relaxation. The imagery and photography that is used in marketing communications should always portray these ideals. Try to use photography that utilizes the color scheme of Sky Lark. Greens and yellow colors are ideal.
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* Here are some examples of good photography:
Here are some examples of photography that is not acceptable for the Sky Lark brand. * Never use black and white photography. If you know something is going to be printed in black and white, avoid photography. All photography should be crisp and well lighted, never use blurry photography or photos with poor resolution.
* Do not use photographs that have filters or other things that detract from the beauty of the photograph. Filters are never to be used on photographs.
* Just as we avoid desaturated photographs, Never use overly saturated photography. Along that same vein, never use photography that does not fit with the color scheme of Sky Lark. If the photography does not utilize the strict colorization of Sky Lark, do no use it.
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patterns
Patterns and graphics can also be used in designing print media for Sky Lark Travel. However, use caution when implementing these tools. Ask yourself, what is the purpose of placing a pattern or graphic here? Is it detracting from the overall feel of clean, traditional design? Is it trying to mask a problem with the overall design? If you passed the following questions, go ahead and use these designing tools. * Do not use patterns in full floods. The stripe pattern is to be used in nonprominent locations, such as on the back of the letterhead, on the inside of the envelope, etc. Never place it in a place that will be viewed first.
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Fig. 9 * Examples of patterns that are appropriate to use. Always use patterns that are elegant and simple. Always stick with outlined color theme of Sky Lark Travel.
Fig. 9
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standard communication
letterhead
Sky Lark should always represent it's branding in a proper way when dealing with business related mailing and letters. Letters should be sent to each customer to express our appreciation for choosing Sky Lark as their travel agency. The use of a designed letterhead should be used in all official mailing documents. Please see the figure to the right. This is the official letterhead for Sky Lark. Never change the look of the letterhead. If multiple pages are needed for letters, the column width should remain the same throughout, and the bottom footer should remain the same as well. The letterhead should be printed on ivory or cream colored linen paper whenever possible. White paper is only acceptable to use when the letter is not being sent to a customer. A copy of the format of the letterhead can be provided in .PDF and .DOC formats. Use the contact information provided in this book to request the specified files.
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Fig. 10 * The body copy of the letterhead is Cochin. The title under the sender's name is Apple Chancery. The top and bottom margins are 1 inch, while the left and right margins are 2 inches. The logo should
always be centered at the top.
Fig. 10
1 inch
March 8th, 2010 Dear Sir or Madame,
2 inches
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce sit amet fringilla urna. Quisque gravida vestibulum sem at condimentum. In non justo nunc, ac posuere nisl. Sed est sem, scelerisque id interdum id, tincidunt quis metus. Fusce lobortis nunc sit amet odio placerat non porta urna viverra. Integer porttitor, quam at lobortis venenatis, magna enim sodales enim, non auctor ligula lacus euismod enim. Ut vitae velit mauris, a lobortis tortor. Pellentesque sit amet ipsum non felis consequat bibendum. Etiam malesuada ante id felis dictum at lacinia urna interdum. Integer et felis id justo cursus congue. Nam dignissim diam ut tellus faucibus et tincidunt nisl euismod. Vestibulum libero erat, pulvinar mollis congue vel, consequat nec est. Nulla facilisi. Proin nec felis tortor. Donec vulputate volutpat nunc a tincidunt. Nullam pretium vulputate diam, vitae feugiat risus bibendum nec. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Pellentesque vel magna ut tellus aliquam egestas. Ut sit amet nisl neque, vitae hendrerit est.
2 inches
Duis pellentesque dapibus pulvinar. Proin vel lectus ante, quis consectetur mi. Proin purus ante, fermentum ut congue eget, convallis laoreet mauris. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Proin pulvinar porttitor euismod. Nam dui nisl, luctus ut sodales et, malesuada blandit massa. Donec ornare lacinia pretium. Best Regards,
Stephanie Rich sky lark travel consultant
stephanie@skylark.com 1.801.549.8098
Enclosure
1234 sky lark ave, slc, ut 84114
*
skylarktravel.com
*
1.801.456.7890
1 inch
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envelopes
The Exclusive Envelope The envelope is an extension of the Sky Lark brand and should be treated accordingly. There is a specific envelope that is used when mailing letters to customers. For inner company letters, a regular envelope can be used, though the logo should still be used and a specific layout needs to be used on the envelope. A formatted .PDF of the envelopes can be provided.
stephanie rich 1234 sky lark ave, slc, ut 84114
TO
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The typeface to be used on the exclusive envelope is Cochin. Always use the bird logo on the envelope. The stripe pattern is to be used on the interior of the envelope.
Never send an regular envelope to a customer or out side correspondent of Sky Lark. It is very important to show that we appreciate the business of our customers. Never alter the envelope or layout in anyway.
stephanie rich 1234 sky lark ave, slc, ut 84114
TO
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The Non-Exclusive Envelope The non-exclusive envelope can be used when sending inner-company correspondence is being sent. Never send a regular envelope to a customer.
The typeface to be used on the nonexclusive envelope is Cochin. Always use the bird logo on the envelope. The tag line "find your wings" can be used on the opposing side of the envelope on the flap.
A formatted .PDF of the envelopes can be provided.
find your wings stephanie rich 1234 sky lark ave, slc, ut 84114
TO
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stephanie rich 1234 sky lark ave, slc, ut 84114
TO
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business card
The business card is an important part of the Sky Lark brand. Always adhere to the design of the business card below. The main typeface to be used is Cochin, and the job title below the name is Apple Chancery. The “*� symbol is the asterisk for the Cochin typeface. Never change the design of the business card, unless it is to change information on the card.
The size of the business card is 3.5x2 inches, and the margins for the type layout is given to the right.
*
A .PDF file of the business card can be provided upon request.
stephanie rich tr avel consultant
1234 sky lark ave, slc, ut 84114 P 1.801.456.7890 E stephanie@skylark.com skylarktravel.com
* *
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tr avel consultant
stephanie rich
* *
1234 sky lark ave, slc, ut 84114 P 1.801.456.7890 E stephanie@skylark.com skylarktravel.com .75 inches
.25 inches
*
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email signatures
Sky Lark travel deals with many email communications throughout the course of the day. It is important that every email that is sent under the Sky Lark name look unified and professional. In every email it is vital to remain professional and to maintain the tone that has been discussed at the beginning of the manual. Please see the designated email signature for emails that are sent. For body copy in emails use Georgia. This is a typeface that goes well with the Sky Lark brand, but is accessible to every computer. Use this typeface for the automatic email signature at the bottom of the email as well. If you do not know how to set up the automatic signature, please contact Sky Lark before sending any email communications. For the signature name use Georgia bold italic in 11 point size. For the rest of the signature use Georgia 10 point type size. The tag line at the end of the signature should be Georgia italic.
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Form:
Firstname Lastname
Job Title Sky Lark Travel Office: 1.801.456.7890 Fax: 1.123.457.7880 Cell: 1.123.456.7890 firstname@skylark.com www.skylark.com | Find Your Wings.
Example:
Stephanie Rich
Travel Consultant Sky Lark Travel Office: 1.801.456.7890 Fax: 1.123.457.7880 Cell: 1.123.456.7890 firstname@skylark.com www.skylark.com | Find Your Wings.
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final thought
Sky Lark's brand, image and voice are very important to maintain. Always use wise judgement in any aspect of your design process. If there is any doubts whatsoever, please contact Sky Lark's Corporate department during your design process. Every design piece must be okayed by Sky Lark's corporate department. The contact information is provided below. Happy designing!
1234 skylark dr, slc, ut 84112 P * 801.555.7890 F * 801.638.8902 www.skylark.com
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