Brand Identity Guide 2020
contents 02 | CAMP CRITTER Brand Guide
project brief & design overview..... 06 basic elements.................................. 09
stationery.......................................... 19 signage.............................................. 27 user interface................................... 40
merchandise..................................... 48
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INTRODUCTION 04 | CAMP CRITTER Brand Guide
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Project Brief Camp Critter is a sleepaway summer camp located in the heart of Washington state. We provide a variety of summer camp activities, from canoeing in our Critter Lake, to hiking and other sports, arts and crafts, and environmental education and protection. Our mission is to nurture in teenagers a love for nature conservation and environmentalism, build lifelong connections and community, and instill in youth a sense of adventure.
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design overview Our brand identity aims to stay true to the classic, comforting, and nostalgic feeling of the woods by using majorly wooden signage that blends in with the surrounding forests and a color scheme that speaks to the retro, friendly feel of a sleepaway summer camp and using more natural colors to not take your attention away from the world surrounding you. We stick to rustic sensibilities throughout our strong, rustic slab typefaces and lean into a family-friendly design through rounded shapes that you will find in the logo and stationery design.
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Our brand is best represented by what believes represents a connection between our campers, nature, and each other through our use of retro colors and a rustic typeface that closes the distance between our camp and the beauty of the great outdoors.
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basic elements 09 | CAMP CRITTER Brand Guide
color palette RGB: 5, 50, 64 CMYK: 90, 60, 45, 59 HEX: #053240
RGB: 241, 91, 58 CMYK: 0, 80, 84, 0 HEX: #F15B3A
RGB: 250, 162, 27 CMYK: 0, 42, 100, 0 HEX: #FAA21B
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This is the main color palette for the Camp Critter Logo, consisting of a triad of colors with high contrast. These colors were chosen because it’s a more vintage palette and we wanted a more natural and friendly palette for the logo.
typefaces
pine crest Abcdefghi jklmnopq rstuvwxyz 0123456789
The typeface our logo uses is Pine Crest, a rustic serif typeface with the aim to look outdoorsy and is similar to other vintage typefaces used by campsites and parks. Visually it relates to ideas of an outdoor camping experience, which is the overall feeling our logo should encompass.
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logo
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The Camp Critter logo consists of a few elements: a rounded badge shape that is consistent with camping patches/badges that campsites often offer, our business name in a large font, and the icon of three mountainpeaks in front of the sun, which can be interpreted as either a rising or setting sun. The rounded shape was decided because of the camp badge feel and also because we want to show we are friendly for families and their children.
Symbol description The Camp Critter symbol consists of a circle shape to represent the sun/moon and three mountain peaks. This symbol is meant to show that it is a sleepaway camp as the circle can be interpreted as multiple things, such as the sun (rising and setting), and a full moon. The mountains are to represent that this is an outdoor camp that is based in the mountains.
setting/rising sun or moon
mountain peaks
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BLACK AND WHITE & ratio .0125x
x-height
.0125x
.0125x
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master logo
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clear space
.125x clear space all sides
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minimum size
The minimum size of the Camp Critter logo is 1”inch by 0.8”inches without loss of elements or legibility.
1” in
0.8”in
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Our goal was to create a cohesive, bright, and clean stationery utilizing the shapes of our symbol, typeface, and bright colors that reflects the work we do here at Camp Critter.
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stationery 19 | CAMP CRITTER Brand Guide
letterhead
8.5”
1” 3.2”
11”
3”
5.5”
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2.3”
envelope
9.5”
1” 3.4”
4.125”
1.2” 9.5”
2.3” 3.1” 0.3” 0.2”
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business card 2”
.125”
.42”
1.125”
.3125”
1.25” 3.5” .45”
1.125”
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1.125”
cd & case 0.25” 0.5” 0.2” 2.25”
4.7” 2.25” 3.45” 1”
4.7”
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folder
0.5”
12”
11.5”
1.25”
9”
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18”
.15” 8.25” 2.5” 4”
.75”
2.5”
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signage The goal of our signage was to design with the forests in mind; using wooden, recycled materials, we set forth to create signs that will blend in seamlessly with the surrounding environment and not take away from the natural world around you. 27 | CAMP CRITTER Brand Guide
entrance 11 ft
5 ft
15 ft
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directional
5.5 ft
2 ft
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5 ft
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events 4 ft
2 ft
5 ft
3 ft
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map 4 ft
1.5 ft 5 ft
3.5 ft
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building signs 5 ft 2.5 ft
6 ft
4.5 ft
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trail signs
5 ft
1 ft
3 ft
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1.5 ft
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Our user interface brings you to our Camp Critter website, a place to stay informed to our summer events and happenings, and especially when it’s the season to sign up for your next camping experience--whether it be as a counselor helping nurture our kids, or as a camper yourself.
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user interface
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tablet Header with the company logo, search bar, and sign in widget for returning members
Photo slideshow which will share information about our upcoming programs.
Join button, which leads to sign up options for campers and counselors.
Two columns to share both our Upcoming Event calendar & our online blog. 42 | CAMP CRITTER Brand Guide
Widget for our Instagram page for easy access on our website.
Footer with social media information, location, and email subscription option. 43 | CAMP CRITTER Brand Guide
mobile Mobile Site moves logo below sign in and search bar, includes hamburger menu for navigation.
Photo slideshow modified for smaller screen resolution.
Join button moved more centered with information below rather than to the right.
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Single column for Events and the online blog for easier readability on mobile.
Instagram widget modified for mobile viewing; leads to view on Instagram app if tapped
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mockups
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merchandise
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designed by Amanda Lockridge any questions and comments can be directed towards lockridg@unlv.nevada.edu or by mobile at (808) 258-0342. http://amaje.myportfolio.com
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Thank you!