Reno Tahoe Specialty, Inc.
Brand Identity Guidelines 2020 1 of 52
The Ha Travele Destina 2 of 52
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Table of Contents Introduction
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Project Overview
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Design Brief
09
Basic Elements
10
Color
12
Typography
13
Logo
14
Stationery
22 30 42 48
Signage User Interface
Application
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Introduction Hello there, wanderer! Welcome to Reno Tahoe Specialty Inc.’s brand book.
Introduction /
Here, you will find all you will need to know to make sure our brand shines brightly throughout all mediums of our merchandise. The design solutions found here should guide and inspire you to maintain the consistency of our branding aesthetic. From the basic logo elements to application, this is how we strut our stuff!
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Project Overview
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/ Introduction
Reno Tahoe Specialty, Inc. is the largest souvenir supplier in the state of Nevada. Our mission is to bring innovative and unique souvenirs to tourists around the world. The rebranding of Reno Tahoe Specialty, Inc. must maintain the objects of the company, staying true to the colors of the Reno-Tahoe area, where they first originated, and giving insight to the nature that surrounds this area.
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Design Brief The rebrand must appeal to all travelers of all age ranges and all household orientations, creating a fresh and modern look to tourists who are looking for something new. The new design should be timeless, incorporating the long history behind this company while standing strong for the times to come.
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Basic Elements The following pages will guide you through the basic elements that define Reno Tahoe Specialty, Inc. With this information, your creative team will be able to explore your creativity while remaining consistent with the company’s identity in making brand assets.
Basic Elements / 11
• Color • Typeface • Logo 11 of 52
Color
12 / Basic Elements
Our logo is made up of four main colors: Reno Navy, Tahoe Teal, Vegas Skies, and Icy White. We chose these four hues to bring out the identity of the Reno-Tahoe area, while complimenting each other well with aesthetically pleasing contrast and harmony.
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Reno Navy
Tahoe Teal
Pantone 7694 C
Pantone 344 C
C 100 M 56 Y0 K 47
C 35 M0 Y 35 K0
Vegas Skies
Icy White
Pantone 549 C
Pantone 656 C
C 42 M 12 Y0 K 27
C 10 M2 Y0 K0
Typeface The typeface we have chosen to express our brand identity are these sans-serif typefaces: Acumin Pro Wide Bold and Lato. We have chosen these two to describe the boldness of the brand while pairing well with each other.
Acumin Pro Wide Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.!?
Lato
abcdefghijklmnopqrstuvwxyz 0123456789.!? 13 of 52
Basic Elements / 13
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Symbol Symbol Description
The logo’s symbol is representative of the nature found in the Reno-Tahoe area. Found here are majestic snowy mountains and a row of Jeffrey Pine, all native to Lake Tahoe. These symbols are encapsulated in a circle container, while teal streaks are accented to mimic the reflection of a souvenir button.
Button reflection streaks
Tahoe mountain range
14 / Basic Elements
Jeffrey Pine Trees
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Black & White + Ratio Primary & Secondary Logos
The ratios of these logos are dependent on the x-height indicated on each one. Do not stretch or skew the logos to maintain the ratio.
1.9x
.05x x
Reno Tahoe Specialty, Inc.
.25x
.22x
RTSI Reno Tahoe Specialty, Inc.
x
.25x
4x 15 of 52
Basic Elements / 15
1.22x
Master Logos Primary & Secondary Logos
16 / Basic Elements
These are our final primary and secondary logos that exhibit the history and roots of RTSI, while eliciting a modern and functional feel from it. Both logos reinstate the longevity of the brand, as well as present trustworthiness to our customers.
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RTSI Reno Tahoe Specialty, Inc.
Basic Elements / 17
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Logo Presentation
Applicable to Both Primary & Secondary Logo Variations
Reno Tahoe Specialty, Inc.
18 / Basic Elements
Full color on light background
Reno Tahoe Specialty, Inc. Pure black on white 18 of 52
Reno Tahoe Specialty, Inc. Full color on dark background
Reno Tahoe Specialty, Inc. Pure white on black
Logo Presentation
Incorrect Usage of Both Primary & Secondary Logos The logo should not be incorrectly displayed under any circumstances in order to preserve the identity of the brand. Below are a few examples of presentation violations.
Reno Tahoe Specialty, Inc.
DO NOT place incorrect logo color on background
DO NOT change logo color
DO NOT skew or distort the logo
Reno Tahoe Specialty, Inc.
DO NOT remove essential elements from logo 19 of 52
Basic Elements / 19
Reno Tahoe Specialty, Inc.
Reno Tahoe Specialty, Inc.
Logo Presentation
Primary & Secondary Logo Clearspace & Minimum Scale When you use the logo, please keep in mind the clearspace needed to showcase it at its fullest. No other graphic elements should surpass this space. To calculate the clearspace with your custom size logo, divide the x-height (shown below and the next page) by 7.
1/5x
Minimum Scale x
1/5x
1/5x
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1�
Reno Tahoe Specialty, Inc.
Reno Tahoe Specialty, Inc.
1/5x
.88�
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Minimum Scale
.4”
RTSI Reno Tahoe Specialty, Inc. 1.5”
RTSI 1/5x
x
1/5x
1/5x
1/5x
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Basic Elements / 21
Reno Tahoe Specialty, Inc.
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Stationery Consistent stationary is essential for maintaining professional contact between the company and our customers. Our stationary system includes:
• Letterhead Stationery / 23
• Envelope • Business Card • CD Package • Folder 23 of 52
Letterhead 8.5” .25”
1.05”
1” .28”
3.7”
3.7”
1”
11”
24 / Stationery
7.3” .675”
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RTSI Reno Tahoe Specialty, Inc. 2901 S. Highland Drive, #15B Las Vegas, NV 89109
RTSI Reno Tahoe Specialty, Inc.
.25”
Phone 702-796-1041 Fax 702-796-4860 customerservice@rts-souvenirs.com
.55”
Envelope 9.5” .25” .25”
RTSI Reno Tahoe Specialty, Inc.
2.6”
2901 S. Highland Drive, #15B Las Vegas, NV 89109 Phone 702-796-1041 Fax 702-796-4860 www.rtsi-souvenirs.com
.64”
1.4”
4.125”
.27” 4.38”
4.38” .65”
Stationery / 25
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Business Card 3.5” .46”
2”
1.22”
1”
3.5” .46”
.25” .16”
26 / Stationery
.25”
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Kelsey Neill
1”
Graphic Designer T: 1-702-468-9126 F: 1-702-796-4860 customerservice@rts-souvenirs.com
.75”
Reno Tahoe Specialty, Inc.
.625”
.3”
CD & CD Cover
1.54”
1.55”
5.2”
1.9”
1.55”
.55”
Reno Tahoe Specialty, Inc.
1.4”
4.7”
1.55”
1.6” 1.3”
Stationery / 27
5.2”
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Folder (Front)
4”
3.24”
12” 3.18”
Reno Tahoe Specialty, Inc.
2.78”
28 / Stationery
4.71”
9” 28 of 52
3.18”
Folder (Inside)
8.52” 8.52”
1”
5.5” 3.2”
Stationery / 29
18”
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Signage Our signage should be eye-catching while maintaining consistency with the brand. These are what is included in our signage system:
• Main Entrance • Department Signs • Return Policy Signs Signage / 31
• Sale Signs • Billboard 31 of 52
Main Entrance 5” 24”
8” 3” Reno Tahoe Specialty, Inc.
12”
24”
32 / Signage
72”
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Department Signs
Magnets
Mugs
36”
24” 4”
T-Shirts
34 / Signage
30”
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12”
72”
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Return Policy Sign
.64” RTSI Reno Tahoe Specialty, Inc.
Return Policy • You are able to return or exchange purchased items to us within 15 days from date of receipt. • To be eligible for a return, your item(s) must be unused and in the same condition that you received it. It must also be in the original packaging. • You may exchange items that you receive in defective or damaged condition.
8.5”
• To initiate a return or exchange from our store online, please contact us at customerservice@rtsi-souvenirs.com
2.45” 11”
36 / Signage
36” (off the ground)
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72”
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Sale Sign
72”
24”
32”
38 / Signage
36”
2”
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Billboard 576”
294”
190”
40 / Signage
500”
72” 40 of 52
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User Interface Our website should leave a good and lasting impression on our customers, while giving insight on our company’s mission and aesthetic. Our website will also include our online shop, as well as other information on how to find our in-person store.
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• Tablet Homepage • Mobile Homepage
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Tablet Homepage Sticky header showcasing navigation, search, sign-in, and cart Sliding image carousel of the many destinations RTSI specializes in Button that leads to the shop portion of the site “Best sellers” highlight portion as an ease-ofaccess to new customers Buttons which lead to specific products
44 / User Interface
“Shop by Destination” highlight portion as easy accessibility for the consumers’ needs
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Fast information on shipping and returns
In-person location information
Footer with links to other pages on the site, subscription email signup, and social media information
User Interface / 45
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Mobile Homepage Sticky header showcasing navigation drop down menu, sign-in, and cart Sliding image carousel of the many destinations RTSI specializes in Button that leads to the shop portion of the site “Best sellers” highlight portion as an ease-ofaccess to new customers
Buttons which lead to specific products
46 / User Interface
“Shop by Destination” highlight portion as easy accessibility for the consumers’ needs
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Fast information on shipping and returns
In-person location information
Subcription email signup and social media information
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User Interface / 47
Footer with drop down menus for links to other pages on the site
Logo Applications
48 / Application
Logo on Different Merchandise
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Application / 49
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Designed by Kelsey Neill at the University of Las Vegas, Nevada
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If you have any questions, please contact: kcneill12@gmail.com 702.468.9126 keech.myportfolio.com 50 of 52
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© Keech Creative 2020 GRC 420 Spring 2020 RTSI Brand Manual 52 of 52