[ Brand Guide ]

CAMP XPRESS BRAND GUIDE

TABLE OF CONTENTS

2-5..........................................................................................LOGO i. Overview ii. Usage

6-7......................................................................................COLOR i. Palette ii. Usage

8-9............................................................................TYPOGRAPHY i. Usage ii. Fonts

10...........................................................................PHOTOGRAPHY 11.........................................................................................IMAGERY 12............................................................................PATTERN

USAGE

i. Do’s and Dont’s

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WELCOME...

LOGO OVERVIEW

The purpose of a logo is to give a visual representation of your company brand. A logo design should be unique, give high impact, be eye-catchy and leave an unforgettable impression.

Camp Xpress is a kids summer camp, that focuses on bringing to life art that is on paper and re creating it on a computer. It introduces kids to the world of graphic design, illustration and the digital work of art.

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ZERO TO LOGO: THE CREATIVE PROCESS The first part of the logo design process involves a discussion with the client about the company’s goals and visual aesthetic. Then comes the research and development stage. This is followed by the production of drafts, and lastly refinement and brand identity development using the new logo design.

Drawing the logo on the computer is only a small component of the process; research and preparation often takes the majority of the time. Despite the simplicity and small size of the final product, designing a logo can be a surprisingly complex process.

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LOGO DO’S

Good placement and unity between symbols. For example in the Camp Xpress logo, the “X“ and brushes are almost together combining the name and purpose of the camp.

Not using a symbol that is too bold is also very helpful in displaying a brand through a logo. The outlines we used in the camp logo, made it clear it was an “X”.

When picking type to compliment a logo, picking something simple and modern is very eye catching and easy to read. Sans Serif fonts are very trendy in branding and graphic design for their simplicity.

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LOGO DONT’S

A logo should never be on it’s side, it makes it harder for your audience to view and harder to read. Always have a logo straight and easily recognizable.

Condensing a Logo too much makes it harder to read, especially when using letters. For Camp Xpress the “X“ is very important to have in the logo, being too condensed does not make it recognizable.

Logos will be toyed around with when being used with different products and placements. Symbols on a logo, should be easy to identify with and be significant to what the business is selling. Making certain items too small, is harder to use.

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COLOR PALETTE The color scheme for our company conveys 2 different emotions to our audience. The light blue we use on the “X“ is meant to give off a very light calming tone, while the slightly more fluorescent coral, is meant to bring life to the image. Gray keeps the logo grounded, and allows the other 2 colors to stand out.

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HEX: #b0cdc8

HEX: #8c8e8d

HEX: #e2303d

PANTONE: 9504 C

PANTONE: 424 U

PANTONE: 2035 U

CMYK: 31% 8% 21% 0%

CMYK: 48% 38% 39% 3%

CMYK: 6% 77% 83% 0%

RGB: 176 206 200

RGB: 140 142 142

RGB: 226 96 61

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COLOR USAGE Color plays a major part in the correct reflection of your brand. This visually obvious yet subtle application has a significant impact on the way a brand is perceived by the public. No matter if you’re designing a brand for yourself, a small company, or a corporation the effects of color will not discriminate based on how much cash you have to start.

When looking at color options for your brand it’s always best to take a look at other brands to get a clear idea on how color schemes play a part on the perception of brand perception. A company with strong brand recognition, altering the color scheme where it is expected to be maintained can have dangerous results.

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TYPE USAGE

DIGITAL DESIGN DIGITAL DESIGN DIGITAL DESIGN DIGITAL DESIGN Neutraface is very widely used, and Schwartz has commented, “I can’t leave my apartment without running into an ad for a new condo development using it, or a restaurant, or a new cookbook.”[4] Some examples of the usage of Neutraface are in the signage for the New York City Shake Shack chain,[7] book covers for Taschen’s Movie Icons series,[8] advertising material for Wendy’s fast food restaurants, and posters for the 2008 film Quantum of Solace.[9]

DIGITAL DESIGN DIGITAL DESIGN

Lora is a well-balanced contemporary serif with roots in calligraphy. It is a text typeface with moderate contrast well suited for body text. A paragraph set in Lora will make a memorable appearance because of its brushed curves in contrast with driving serifs.

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TYPE FONTS Pointed Ascender

Neutra Text ABCDEFGHIJKLM

Arms Do Not Align

M

Z

E

X

NOPQRSTUVWXYZ ?!@#;&% 0123456789

Smaller Space Between Serifs

Different Space Size Between Arms

Thicker Serif

Lora ABCDEFGHIJKLM

Q

NOPQRSTUVWXYZ ?!@#;&% 0123456789

Tail Flows Downward

C

Point Under Serif

Y

K

Slightly Curved Leg

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PHOTOGRAPHY

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IMAGERY

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PATTERN USAGE:

Patterns are created to compliment a design. They are meant to be kept consistent to establish a theme and give detail to match with white space.

Detail is an important step in creating a pattern.

Choosing colors to compliment your design can also be a challenge but minimizing to using a maximum of 4 colors can make it easier. The colors and even the details should compliment the logo to keep a consistent theme.

COLORS USED

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Victoria Marshall COPYRIGHT © 2016