Graphic Standards Manual
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Introduction Corporate identity is crucial in today’s competitive marketplace as the reputation and image of a company, as well as its name, symbol and appearance are powerful influences on the minds of the general public. Surf & Snow Adventure Tours, we are very proud to note, has one of the most recognizable names and visual identities in the market. It has taken a lot of work and consistency, but our corporate identity distinguishes us from our competition and reinforces our reputation for comfortable and welcoming environments, premium quality, traditional values and friendly, knowledgeable service. The key word is consistency. The power of our corporate identity, and thus our image as an industry leader, is dependent on consistency. Not just in decor, signage, and people, though these factors certainly help determine our image, but especially the regularity of our corporate appearance. A clear and consistent image is crucial to continued growth and success as guests are instinctively drawn to a high degree of dependability. As a result, constant and uniform use of our corporate logo, colours and typeface play a powerful role in all forms of communication. Even the simplest business card or letterhead is an expression of our company image. It reflects the excellence of our products and service. It assures familiarity and dependability. And, it reinforces our leadership status. For this reason it’s very important to follow the guidelines which govern the use and applications of our corporate identity, graphics and signage. Even the slightest deviation from the standards in this manual will reduce our corporate integrity and the impact of our communications. If you respect the components of the Surf & Snow Adventure Tours identity (the logo, typeface and colors) as the official emblems they are, you will benefit through a profitable business and career fulfillment.
Graphic Standards Manual
Graphic Guidelines These guidelines provide you with the direction you will need for graphic applications in which the Marketing Department at Surf & Snow Adventure Tours Home Office is not directly involved. In the event that you wish to produce something which is not covered in this manual, please contact your Surf & Snow Adventure Tours Business Consultant before proceeding. In the event that you cannot adhere to these graphic standards, or you need help clarifying any other matter(s), please contact your Business Consultant for assistance. Outside suppliers, please contact the Surf & Snow Adventure Tours Marketing Department at 604-321-1234 for additional assistance.
The Visual Identity The visual identity of Surf & Snow Adventure Tours is meant to represent the outdoor nature of the company. The Celtic-style logo reflects this as it evokes imagery of the outdoors. The typeface choices further demonstrate this as it is weathered. Sports, excitement, waves, and mountains are other important connotations.
Surf & Snow Adventure Tours
The Logo
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The vertical positioning of the logo is also shown. Whenever possible, however, the horizontal version should be used. The horizontal layout is the primary logo while the vertical layout is secondary.
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The Surf & Snow Adventure Tours corporate logo is comprised of our logo along with the words Surf & Snow to the right of it and Adventure Tours below that. You may enlarge or reduce the size of the Surf & Snow Adventure Tours logo according to space dimensions.
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Reversed In the event that the logo must appear on a darker background, use the reversed logo as shown here. The only difference is the words Adventure Tours is in white. The Gray and Cyan are unchanged.
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Black & White
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The Surf & Snow Adventure Tours logo may be printed in black and white using the specially designed black and white logo. It must appear just as shown here.
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Graphic Standards Manual
Logo Colours The Surf & Snow Adventure Tours logo must be replicated in exact, specified colours. The logo should never appear in any colour(s) other than those specified here. Full colour reproduction of the Surf & Snow Adventure Tours logo is always preferred. The following PMS colours, or their process colour equivalents, are to be applied exactly as, and exactly where specified.
C, M, Y, K
R, G, B
PMS Gray
0, 0, 0, 50
147, 149, 152
PMS Cyan
100, 0, 0, 0
0, 174, 239
PMS 072 Blue
100, 92, 2, 2
0, 28, 167
Gray
Cyan
Blue
DIN Typography DIN is Surf & Snow Adventure Tours’s official typeface, chosen for its legibility and optical values. It is to be used for all body copy. For headlines, use Impact. In instances where DIN and Impact are not available, the default typeface will be Arial. For optimal legibility, the typeface should never appear any smaller than 10 point for the copy in the body of an ad and 8 point for legal copy.
Surf & Snow Adventure Tours
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
Impact
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
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The visual identity of Surf & Snow Adventure Tours can have a number of applications. They can appear on virtually anything including stationary, promotional merchandise, t-shirts, even jewellery! There are no limits!
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Graphic Standards Manual
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