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BRAND GUIDE


CAMP XPRESS

3

4 BRAND

8 DESIGN

16 CO LO U R S

20 PHOTOGRAPHY

24 A P P L I C AT I O N S

BRAND GUIDE 2017


4 BRAND


CAMP XPRESS

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OUR BRAND IDENTITY Camp Xpress is a non-profit community youth social group dedicated to being the leading resource for K-12 students to become passionate innovators — not just consumers — of technology. We want to help youth navigate and pave their own way in our digitally-centric world by learning technical skills in a creative, exciting, and forward-thinking environment. We firmly believe that Canada’s youth is a diverse growing community full of potential and promising futures. To help facilitate their growth, we teach everything from basic to advanced programming, design thinking, video game development and so much more.

BRAND GUIDE 2017


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CAMP XPRESS

C A M P X P R ESS I S T EC H N O LO G I C We are technologic because we deliver an up-to-date curriculum and always strive to be on trend with what’s going on with the digital world. We guarantee that all students who succeed in our program will be able to apply their knowledge regardless of where they go.

C A M P X P R ESS I S E L ECT R I C We choose to describe our camp as an electric experience rather than an energetic one because we believe in the spark of potential in youth. Our camp also lasts one week so the program is guaranteed to be intensive and go by quick.

C A M P X P R ESS I S U R B A N We are urban because our camp is located in the heartbeat of downtown Vancouver. Our city is full of inspiration and we are proud to call it our home. Students will enjoy the gorgeous view of Gastown so much that it can get a little distracting. At least the source of inspiration is bottomless.

C A M P X P R ESS I S F U N We believe that learning should be fun — what kid wouldn’t want to learn how to make video games? Our target audience are K-12 students who have an affinity and passion for technology and design.

BRAND GUIDE 2017


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CAMP XPRESS

CO M PA N Y M O O D B OA R D The moodboard inspiration for Camp Xpress lies in the brand’s four keywords: technologic, electric, urban, and fun.

BRAND GUIDE 2017


8 DESIGN


CAMP XPRESS

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P R I M A RY LO G O Camp Xpress’ logo is minimalist in its design: a symbol and a wordmark combined. The lines in the X-shaped symbol is similar to circuits, giving the logo a technologic and electric look. The wide kerning creates a sense of architecture, and it has an urban appeal. The colour is a vibrant Xpress Blue, making it feel friendly and fun.

BRAND GUIDE 2017


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CAMP XPRESS

P R I M A RY LO G OT Y P ES Here are the primary logotypes of Camp Xpress. Our logo is the strongest representation of our identity so we must ensure proper usage. It is vital to follow these guidelines to maintain consistency. It is permitted to remove the primary logotype symbol and use the wordmark alone or vice versa if space is limited. The file extensions it comes in are the following: .AI, .EPS, .PNG, .JPG, .TIF, .GIF, and .PDF.

LO G O N O B AC KG RO U N D This is the preferred way to use the logo over a light or no background.

LO G O I N G R E YS C A L E If the logo cannot be printed in colour, use its greyscale variant instead.

LO G O W I T H S O L I D B AC KG RO U N D If the logo is placed on a dark, solid background, the logo can be applied in white.

BRAND GUIDE 2017


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CAMP XPRESS

S ECO N D A RY LO G OT Y P ES Here are the secondary logotypes of Camp Xpress. Our secondary logotypes are perfect for social media platforms and other web applications. It is permitted to use the secondary logotype symbol without the wordmark provided that it follows the guidelines. The file extensions it comes in are the following: .AI, .EPS, .PNG, .JPG, .TIF, .GIF, and .PDF.

LO G O N O B AC KG RO U N D This is the preferred way to use the logo over a light or no background.

LO G O I N G R E YS C A L E If the logo cannot be printed in colour, use its greyscale variant instead.

LO G O W I T H S O L I D B AC KG RO U N D If the logo is placed on a dark, solid background, the logo can be applied in white.

BRAND GUIDE 2017


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CAMP XPRESS

S I Z E R EQ U I R E M E N TS Minimum size refers to the smallest size the Camp Xpress logo can be reproduced and still maintain legibility. The Camp Xpress logo should never be smaller than the minimum size.

P R I M A RY LO G OT Y P E Minimum Size: 1 x 0.80 INCH

1 INCH

S ECO N DA RY LO G OT Y P E Minimum Size: 1 x 0.86 INCH

1 INCH

BRAND GUIDE 2017


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CAMP XPRESS

A R E A O F I S O L AT I O N Whenever the Camp Xpress logo is used, you must ensure that there is enough space between other elements on the application so that the logo is not overpowered. No graphic elements should invade this clear space.

X

/4

X

/4

X

/4

X

/4

X

T O E S T A B L I S H C L E A R S PA C E We use the height of the logo and divide it in quarters to establish the clearspace: clearspace = height / 4.

BRAND GUIDE 2017


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CAMP XPRESS

I N CO R R ECT U S AG E It is necessary to maintain the integrity of the brand. That said, a few rules are in place so the logo is never used in a way it was not intended to be.

A.

B. A)  D ON’T

ROTATE THE LOGO IN ANY WAY.

B)  D ON’T

STRETCH OR SQUASH THE LOGO TO FIT LIMITED SPACE.

C.

D. C) D ON’T RESIZE PARTS OF THE LOGO.

D)  D ON’T REMOVE PARTS OF THE LOGO UNLESS STATED IN THE GUIDE.

E.

F. E) D ON’T USE UNOFFICIAL COLOURS LOGO.

WITH

THE

F) D ON’T ADD EFFECTS TO THE LOGO.

BRAND GUIDE 2017


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CAMP XPRESS

T Y P O G R A P H Y & H I E R A RC H Y Typography is a strong tool in communicating a brand’s overall identity. We have selected Zona Pro and Fira Sans to represent the Camp Xpress brand. Zona Pro is the font represented in our logo, and typically we only use this font for main spreads. Use only the bold and thin weight. Fira Sans is the prominent typeface used in body copy for its legibility. It is permitted to use all weights in the Fira Sans family. You might have noticed that we like our body copy to have a left justify alignment.

HEADLINE TEXT

ZONA PRO BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

HEADLINE SUBTITLE

ZONA PRO THIN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

B O DY T E X T T I T L E

FIRA SANS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

B O DY T E X T

FIRA SANS LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

CAPTION TEXT

FIRA SANS LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

BRAND GUIDE 2017


16 CO LO U R S


CAMP XPRESS

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P R I M A RY CO LO U R S Colour plays an important role in brand identity. The colours presented here are the primary colours to be used in various media. Use the primary colours as the dominant palette for the brand’s representation on both print and web materials. It is permitted to use tints of the colours where necessary.

CAMP XPRESS BLUE CMYK

C080 M005 Y010 K000

RGB

R000 G176 B216

HEX #00B0D8

PANTONE 306 C

CAMP XPRESS BLACK CMYK

C000 M000 Y000 K000

RGB

R000 G000 B000

HEX #000000

PANTONE 532 C

BRAND GUIDE 2017


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CAMP XPRESS

S ECO N D A RY CO LO U R S The secondary colours are complementary colours to the official colour palette of the Camp Xpress brand. Use them to support the main colour palette instead of stealing the show unless you are using the greyscale logotype. It is permitted to use tints of the colours where necessary.

CAMP XPRESS GREEN CMYK

C017 M000 Y100 K000

RGB

R223 G226 B029

HEX #DEE21C

PANTONE 387 C

C A M P X P R ESS Y E L LO W CMYK

C000 M006 Y097 K000

RGB

R255 G229 B000

HEX #FFE400

PANTONE 803 C

BRAND GUIDE 2017


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CAMP XPRESS

PAT T E R N S These are the official patterns of Camp Xpress. Use these patterns only on white/light backgrounds, and refrain from using them over photographs. These patterns are supporting elements, not the star of the show. Never overuse these patterns if it will outshine the logo.

PAT T E R N L I T E This is the primary pattern used.

PAT T E R N E L E C T R I C This is the secondary pattern used.

BRAND GUIDE 2017


20 PHOTOGRAPHY


CAMP XPRESS

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P H OTO G R A P H Y ST Y L E The styles of photography and imagery should keep in mind Camp Xpress’ four keywords: technologic, electric, urban, and fun. It is important to keep this consistent with the brand’s image to present our identity loud and clear.

BRAND GUIDE 2017


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CAMP XPRESS

P H OTO G R A P H Y R U L ES There are a few rules to keep in mind when it comes to the photography style. It is important to keep a consistent style when compiling a lot of images in media applications.

A) Image colours must be slightly desaturated in colour to bring focus to the logo. They should not be too vibrant.

B) If the image involves people, it should portray people doing things and exploring the digital world.

C) Images must not be high contrast images; they must be in focus but not too sharp.

D) T hey must have a minimalist look.

BRAND GUIDE 2017


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CAMP XPRESS

B L E N D I N G M O D ES When printing resources are limited and one cannot print in full colour, it is permitted to use images that are either black and white or duotone-coloured images with the official colours. Follow the guidelines in order to achieve uniformity with the images.

A) U se a coloured image. B) A pply a gradient map with Camp Xpress Black and 30% Black.

C)  A pply a smart sharpen filter without making the image too sharp.

A) U se a coloured image. B) A pply a gradient map with Camp Xpress Blue and a 25% Cyan.

C)  A pply a smart sharpen filter without making the image too sharp.

BRAND GUIDE 2017


24 A P P L I C AT I O N S


CAMP XPRESS

C A M P STAT I O N E RY It is important to maintain consistency with the brand while using the stationery. All letterheads, envelopes, and business cards must follow the same format provided below.

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CAMP XPRESS

C A M P U N I FO R M We have a selection of hoodies that both our students and the public alike may purchase. Employees are encouraged to wear the official hoodie to promote the Camp Xpress spirit.

BRAND GUIDE 2017


CAMP XPRESS BRAND GUIDE PAT R I C I A E S T R E L L A D O © 2 01 7

Camp Xpress Brand Guide  

This is the brand guide for Camp Xpress, a technology-based camp for youth.

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