2022
brand identity Style Guide
Table of contents
01 introduction
Project Brief ...................... 04 Design Overview ............. 06
02 basic elements
Color Palette .................... 09 Typefaces .......................... 10 Logo Design ...................... 11
03 stationery Letterhead ........................ 19 Envelope ........................... 20 Business Card .................. 21 CD & Cover ....................... 22 Folder ................................. 23 All Stationery .................... 25
04 signage
Outdoor Sign ................... 29 Floor Sign ......................... 31 Room Sign ....................... 33 Restroom Sign ................ 35 Promotional Sign ........... 37 Wall Mural ....................... 39
05 user interface Tablet ................................ 43 Smartphone .................... 45
06 merchandise
Sleeping Mask ................. 51 Tote Bag ........................... 53 Hand Sanitizer ................ 54 Neck Pillow ...................... 55
07 references
01 introduction project brief design overview
project brief The company name is a combination of the words “lakbay” which means travel and “bayan” which is also used to describe the word country. Together they form “lakbayan” which translates to journey. Our target audience are mostly tourists who have the time and money to travel around the world, which range from middle aged adults to those who are retired and seeking a thrilling or relaxing new insight. To cater to our audience, we want to have a straightforward and easy to navigate web and app interface while representing the vibrance of Filipino culture through lots of imagery. 04
design overview LAKBAYAN is a travel agency that has begun operations in 2018. Our company offers tourists a chance to experience the Philippines almost as their second home; we want our clients to be able to feel the warmth and hospitality that Filipinos are known for, so we take care of the stressful parts of booking flights and hotels to ensure that clients only need to focus on one thing: the full experience. Our goals for the logo include: • To represent the three primary colors of the Philippine flag • To convey that the Philippines is a vibrant and welcoming country • Focus on very colorful imagery and pictures 06
02 basic elements color palette typefaces logo design - logo elements - b&w logo + ratio - master logo - variations - restrictions - clear space + minimum size
rgb: 17, 138, 178 cmyk: 63% 16% 0% 30% #118AB2
rgb: 188, 71, 73 cmyk: 0% 46% 45% 26% #BC4749
color Palette The primary color choices for LAKBAYAN are blue, red, yellow taken from the Philippine flag and modified slightly to work harmoniously as the main aspect of our company’s branding.
rgb: 255, 209, 102 cmyk: 0% 18% 60% 0% #FFD166
typefaces For the typefaces I wanted to primarily use Cubao, which mimics the large, handpainted type on Jeepney signboards in the Philippines. I wanted to utilize sans serif typefaces to have a more fun and bold look for the branding.
header
subheader
body text
cubao extra condensed
bantayog regular
Sofia Pro Regular
abcdefghijk lmnopqrstuv wxyz 0123456789
abcdefghijk lmnopqrstu vwxyz 0123456789
abcdefghijkl mnopqrstuvw xyz 0123456789
let’s travel to the philippines!
let’s travel to the philippines!
let’s travel to the philippines! 10
logo elements 01 02
03 1. The Philippine Sun rising from the horizon. 2. The company name using the font Cubao; directly takes inspiration from jeepney signs and hand-painted signs in the Philippines. 3. The three colors of the Philippine flag, with length corresponding to each syllable of the company name.
black & white logo + ratio 3 1/3x
1 2/3x 3 1/3x
1/3x x 1/4x
1/10x
5 1/2x
12
master logo
13
variations
14
restrictions
15
do not recolor outside of the primary color palette
do not flip or rotate
do not distort
do not rearrange elements
clear space & minimum size x
x
x
x x
0.6 inch
1 inch
16
03 stationery letterhead envelope business card cd & cover folder all stationery
letterhead 0.7’’
0.7’’
0.7’’
1’’
11’’
LAKBAYAN Travel Agency www.lakbayan.com 1234 Address St. Las Vegas, NV 80000 702.123.4567
11’’
8.5’’ 19
envelope LAKBAYAN Travel Agency 1234 Address St. Las Vegas, NV 80000 702.123.4567
4.125’’
4.3’’
3’’
9.5 inches
color variations
1’’ 1.5’’ 0.9’’
20
business card 0.3’’ 0.3’’
0.5’’
Kyla Sannadan
Travel Agent
2’’
www.lakbayan.com lakbayansupport@gmail.com 702.123.4567 @lakbayan
0.5’’
0.5’’ 1.1’’ 0.5’’
3.5’’ 21
1.3’’
cd & cover 0.8’’
0.3’’ 0.3’’
3.5’’
1.1’’
4.7’’
2.1’’
4.7’’
1.9’’
22
folder 0.8’’ 5.2’’
3.4’’
12’’
0.8’’ 0.8’’ 23
9’’
18’’
0.8’’ 4’’
2’’ 1.5’’
color variations
all stationery
04 signage outdoor sign floor sign room sign restroom sign promotional sign wall mural
outdoor sign
2’8’’
2’8’’
distance 3’
distance from ground 8’6’’ model 5’6’’
29
floor sign 7’6’’
2’
7’6’’ 5’6’’
31
room sign 1’4’’
1’
5’6’’ distance from ground 3’6’’
33
restroom sign spans length of wall
5’6’’
35
3’
promotional sign 2’
3’2’’
5’6’’
distance from ground 2’
37
wall mural 12’6’’
8’ 5’6’’
39
05 user interface tablet smartphone
tablet initial landing section
First area user sees, navigation with links to different pages + user sign up
package quick search
Allows users to quickly search for available packages, given a date, location, and number of guests
featured travel locations
Lists current featured locations + deals with short description of each location. Features a button to redirect users to a list view of all locations.
43
why choose this country
Section meant to market to users on reasons why they should visit the Philippines as well as a short description of the company.
sign-up/contact page
Users can sign up for the agency newsletter here to get deals and news as well as contact the company for any questions.
footer
Contains all links for information, help, and contact. Also has the social media links.
44
smartphone navigation + logo
initial landing section
package quick search
featured travel locations
45
why choose this country
contact form
newsletter sign up
footer
46
06 merchandise sleeping mask tote bag hand sanitizer neck pillow
53
54
07 references images + mockups island image (page 3):
https://www.pexels.com/photo/bird-s-eye-view-photo-of-island-3507996/
bohol hills (page 5): https://www.pexels.com/photo/scenic-view-of-hills-surrounded-by-trees-757444/
outdoor sign (page 30) https://www.ls.graphics/free/free-lightbox-sign-mockup
floor sign (page 32) https://mrmockup.com/big-wall-mockup/
room sign (page 34) https://www.freepik.com/free-vector/empty-glass-name-plate-3d-realistic-vector_5902345.htm
restroom sign (page 36) https://www.freepik.com/free-psd/interior-mock-up-with-editable-sunlight-floorwalls_5286060.htm
promotional sign (page 38) https://stock.adobe.com/templates/3-frames-hanging-on-office-wall-mockup/403656929
wall mural (page 40) https://www.freemockup4u.com/2021/05/logo-office-wall-psd-mockup-free.html
tablet (page 47) https://www.freepik.com/free-psd/electronic-devices-office-mock-up_6198246.htm
smartphone (page 48) https://unblast.com/free-man-holding-iphone-mockup-psd/
sleeping masks (page 51) https://free-psd-templates.com/free-sleeping-mask-mockup-set/
tote bag (page 53) https://www.freepik.com/free-psd/tote-bag-black-mockup_11810572.htm
hand sanitizer (page 54) https://www.graphicsfuel.com/2020/08/hand-sanitizer-bottle-mockup/
neck pillow (page 55) https://free-psd-templates.com/free-psd-travel-pillow-mockup-template/
salamat!
see you soon!
