THE OFFICIAL GUIDE TO WANDERER MARKETING & OLYMPUS BRANDING PHOTO BY OLYMPUS EXPLORER CHRIS POPLAWSKI 1
This one-stop guide will help you understand Olympus Wanderer marketing, including the Wanderer persona, brand style and aesthetics, and official brand guidelines.
TABLE OF CONTENTS: About Wanderer Aesthetic Colors Style On-brand Imagery Off-brand Imagery Typeface Break Free Relationship Break Free Usage Olympus Branding
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THE WANDERER PERSONA The Wanderer is a passionate traveler who has adventure in their DNA. Love of the land, seeking new destinations, nature, and the thrill of being outdoors are all parts of the Wanderer lifestyle. The Wanderer is a go-getter, a trendsetter, a street photographer, an explorer. The Wanderer doesn’t want to be tied down by gear but lifted by excellence. Wanderers document their experiences and share them with the world.
PHOTO BY OLYMPUS EXPLORER TYLER GLASS
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WANDERER PERSONA: “THE ADVENTURER” Adventurers seek edgier outdoor activities. They may go rock climbing, navigate a week-long hike in Patagonia or spend a few days whitewater rafting `down the Colorado River. Adventurers have an action-filled, adrenaline-fueled lifestyle.
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PHOTO BY EXPLORER CHRIS POPLAWSKI
5 PHOTO BY OLYMPUS EXPLORER JUSTIN KAUFFMAN
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WANDERER PERSONA: “TRAVEL PHOTOGRAPHER” Travelers are the Wanderers who are most passionate about travel. They’re always planning their next trip and have a long list of places to visit. It could be anything from a major European capital to a small Madagascar coastal town or an interesting Seattle neighborhood. Their bottom line is a desire to see as much of the world as possible and capture images so their family and friends can see it too.
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WANDERER PERSONA: “FAMILY EXPLORER” Family Explorers want to see the world and discover unique experiences, but they primarily do so with their children and as a family. They may visit a new city for a long weekend or spend a day checking out a nearby state park. Family Explorers are most interested in making and preserving memories.
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PHOTO BY OLYMPUS EXPLORER JUSTIN KAUFFMAN
AESTHETIC Think freedom. The Wanderer lifestyle is free-willed, no restraint, no regrets, and always embracing new experiences. If the Wanderer were a type of style, think rustic chic.
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COLORS Colors are warm, inviting, and often have a vintage tone. When using the Olympus logo with Wanderer colors, the Olympus logo should be monochromatic white or monochromatic black. Note: These colors are to represent a palette of colors in photos and are not to be used as text colors.
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OLYMPUS EXPLORER BROOKE BARTLESON
STYLE Wearables and accessories include canvas bags, ‘worn’ look t-shirts made out of soft material, heathered blacks, rustic whites, and denim. Scene settings should match the Wanderer lifestyle, and all the elements in the imagery should be relevant and authentic.
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IMAGERY Keeping the imagery for the Wanderer consistent and cohesive is paramount. Here are a few examples of images that are on-brand. Featured imagery should be obtained by Olympus gear. This example imagery is only to reinforce the tone.
PHOTO BY EXPLORER ALEXA RAKOW
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PHO
OTO BY EXPLORER CHRIS POPLAWSKI
PHOTO BY OLYMPUS PHOTOGRAPHER BRUCE KITE
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PHOTO BY OLYMPUS VISIONARY FRANK T. SMITH
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PHOTO CREDIT GUIDELINES Olympus professional photographers put their heart and soul into their craft. To better show our cameras stunning output and to appropriately credit our amazing photographers, we, at minimum, include the photographer’s name below the photo. When tied to a specific product, we try to include the EXIF data on the photo sample. This data can consist of ISO, aperture, shutter speed, as well as lens and body. Proper photo credit format is:
Photo by Olympus [Visionary / Explorer / Educator / Photographer] [Name]
Proper photo EXIF format:
Photo by Olympus [Visionary / Explorer / Educator / Photographer] [Name] Product Body | Product Lens | Shutter Speed | Aperture Value | ISO
Examples:
Photo by Olympus Visionary Peter Baumgarten
TOM ORMEROD
Photo by Olympus Visionary Peter Baumgarten OM-D E-M1X | M.Zuiko 12mm F2.0 | 5 sec. | F2.8 | ISO3200
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PHOTO BY OLYMPUS EXPLORER JUSTIN KAUFFMAN
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OLYMPUS VISIONARY JOHN BRAWLEY
PHOTO BY OLYMPUS EXPLORER JUSTIN KAUFFMAN
OLYMPUS VISIONARY PETER BAUMGARTEN
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PHOTO BY OLYMPUS VISIONARY JOE EDELMAN
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PHOTO BY OLYMPUS VISIONARY LARRY C. PRICE
PHOTO BY OLYMPUS VISIONARY JAY DICKMAN
PHOTO BY OLYMPUS VISIONARY SCOTT BOURNE
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OFF-BRAND Here are a few examples of images that are off-brand and outside of the Wanderer aesthetic.
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When layering Wanderer artwork onto assets, if the background asset does not provide enough contrast, change the image color. 10-20% black overlay is allowed for additional contrast.
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ARTWORK STYLE To further develop Wanderer branding, the artwork style consists of vintage elements with a woodcut trend.
29 PHOTO BY VISIONARY PETER BAUMGARTEN
OLYMPUS EXPLORER BROOKE BARTLESON 30
TYPE FACE Heading: Sofia Pro Soft Light. Only use this typeface for artwork. All copy should be consistent with Olympus branding Helvetica Neue Light. Any bold text should be Helvetica Neue Regular.
Aa Aa Aa Aa Sofia Pro Soft Light
Helvetica Neue Light
Helvetica Neue Condensed
Helvetica Neue Regular
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POSITIONING Wanderer is the persona that’s affiliated with various models in the Olympus OM-D lineup, including the E-M10, E-M5, and E-M1 camera series. The Wanderer persona sits below our Break Free market positioning. Break Free embodies the three Olympus core competencies of Compact & Lightweight gear, Powerful Image Stabilization, and World Class Optical Performance. Break Free positioning and the Wanderer persona tie together as an aspirational gesture to freedom, the outdoors, and adventure - one that’s obtainable by professional photographers and everyday individuals alike.
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Wanderer
PHOTO BY OLYMPUS EXPLORER ALEXA RAKOW33
PHOTO BY OLYMPUS PHOTOGRAPHER DENIS SMITH 34
BREAK FREE TREATMENT Olympus’ Break Free branding represents our organization to the core. It supports our tone and manner, communicating our goals of helping users break free from their everyday lives while they seek new adventures. Please follow these guidelines when using Break Free with Wanderer marketing.
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BREAK FREE STYLE GUIDE
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BREAK FREE AND OLYMPUS LOGO LOCK UP If the Olympus logo is elsewhere in the collateral, it does not need to be presented below BREAK FREE (as shown here). If there is no Olympus logo elsewhere in the collateral, we’re recommending this lockup treatment. When using the BREAK FREE and Olympus logo lockup, you must maintain a minimum clearance space between the two logos. This space is 1x the cap height of the letter “b” in the logo. Additionally, when using this logo lock up, the width of the centered Olympus logo is 1/3 the width of the BREAK FREE logo and the proportion must remain this way. Please use the graphic below as a reference.
BACKGROUND COLORS When choosing between the positive and negative BREAK FREE logos consider the color of your background. There should be enough contrast between the logo and the background so the logo stands out and is easily recognizable.
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BREAK FREE + WANDERER ARTWORK Wanderer artwork represents a different yet complementary aesthetic and therefore must not be combined with the Break Free logo. Wanderer artwork and the Break Free logo may be incorporated into the same space, but there must be clear separation. For example, on the shirt pictured here, the two elements appear on opposite sides.
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BREAK FREE WITHIN THE WANDERER ARTWORK Wanderer artwork may incorporate Break Free wording to directly include it within the Wanderer aesthetic.
Photo by Olympus Explorer Chris Poplawski
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OFF-BRAND BREAK FREE + WANDERER USAGE
PHOTO B
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BY EXPLORER CHRIS POPLAWSKI
PHOTO BY VISIONARY JOE EDELMAN
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PHOTO BY OLYMPUS PHOTOGRAPHER TOM ORMEROD
APPROVED PHRASES The resounding tone to Wanderer messages is FREEDOM. The following phrases are approved for use with any Wanderer campaign. • Discover the feeling of freedom. • It’s not just a camera; it’s a declaration of freedom. • Every photographer wants the same thing: More Freedom. • OM-D. Compact. Lightweight. More Freedom. • More freedom to capture [ insert topic / vertical photography genre ]
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BREAK FREE CAMPAIGN EXAMPLES:
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TWO WORDS FOR SERIOUS WILDLIFE PHOTOGRAPHERS :
Shooting with the OM-D system’s lightweight cameras and compact lenses leads to superior images.
OM-D E-M5 | M.Zuiko Digital ED 12-50mm F3.5-6.3 at 12mm | 1/160sec | F11 | ISO 800
LIGHTEN UP.
Olympus Visionary Jay Dickman
OM-D E-M1 Mark II | M.Zuiko Digital ED 12-100mm F4.0 IS PRO | 1/6sec | F10 | ISO200
Olympus Visionary Jay Dickman
LIGHTEN UP.
TWO WORDS FOR SERIOUS WILDLIFE PHOTOGRAPHERS :
Shooting with the OM-D system’s lightweight cameras and compact lenses leads to superior images.
Why? You’re not weighed down. You’re more mobile. Quick to react. You can work longer. It’s the
Why? You’re not weighed down. You’re more mobile. Quick to react. You can work longer. It’s the
exact opposite of shooting with back-breaking gear. Our cameras feature industry-leading image
exact opposite of shooting with back-breaking gear. Our cameras feature industry-leading image
stabilization and professional lenses that deliver world-class imaging power. The OM-D system.
stabilization and professional lenses that deliver world-class imaging power. The OM-D system.
Lighten up and break free.
Lighten up and break free.
LEARN MORE AT GETOLYMPUS.COM/BIRDS
LEARN MORE AT GETOLYMPUS.COM/WILDLIFE
DESIGN BY LEHIGH MINING AND NAVIGATION
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DIGITAL BANNERS (3 Animated Frames)
DESIGN BY LEHIGH MINING AND NAVIGATION
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OLYMPUS BRAND GUIDELINES The purpose of this guideline is to clarify the Olympus brand image and to regulate the use of brand expression elements that represent Olympus, which include: the Olympus logo, fonts, visuals, and how they are used.
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OLYMPUS LOGO Positive type
Olympu s Logo
Opto-Digital Pattern
Communica tion Symbol
Negative type (Corporate color base)
Under10mm
Registration mark (®) placement: Until now, in cases where the Olympus logo was larger than 35 mm, we required a “®” to be displayed. However, there is a possibility the existing registered trademark range is not covered in every region of the world, therefore we have confirmed with the intellectual property department and decided to use Olympus logo without the “®” for all sizes. (As of April,2019)
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0.05W
0.05W
OLYMPUS LOGO
0.05W
Area of isolatio n border
W
（More than 10 mm）
W
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0.05W
SAMPLES OF USAGE AND PROHIBITED USAGE
Olympus Blue and Olympus Yellow
Black / Olympus Blue
White and Olympus Yellow
W hite
White or light background
Olympus Blue
Black or dark background
Samples of prohibited usage
No monotone reproduction with an unspecified color is allowed. Any coloring that may bring to mind a compet itor must be strictly avoided.
Displ ay with low contrast
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SPECIAL CASES When promoting the OM-D camera lineup, please use the monochromatic white or monochromatic black Olympus logo.
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OLYMPUS COLORS If you have no choice but to reproduce the Olympus logo with material and paint not listed in the right chart, use colors that are as close as possible to the specified colors.
Olympu s Blue
Olympu s Yellow
Olympu s Gray
CMYK (4-color process)
C100%+M80%
M30%+Y100%
K (BL) 50%
RGB (PC/Web)
R:8 G:16 B:123R
:233 G:178 B:38
R:119 G:119 B:119R
Pantone (Pantone, Inc. )
287 C1
24 C
Cool Gray 8 C
White
:255 G:255 B:255
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PHOTO BY OLYMPUS EXPLORER TYLER GLASS
