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Brand Guidelines 2016


The purpose of this brand guideline book is to provide helpful information to designers, partners, and suppliers proper usage guidelines of the logo.

This brand guide book was designed by Rebecca Salisbury At Vancouver Community College for Camp Xpress.


5

Brand Essense

6

Logo usage

7

Area of isolation

8

Logo do’s

9

Logo dont’s

11

Patterns

12

Font usage

13

Applications

14

Imagery

15

Core values


BRAND PROMISE

4 Brand Style Guide


Brand Essense Camp Xpress believes that by helping youth grow and enabling them to creatively express themselves in a fun and exciting way will shape a world that is simple and straight forward. We also believe that the world is a bright and beautiful place made for people of all kinds, where everyone is open to express themselves how they want and when they want.

Brand Personality Camp Xpress signifies fun and excitement. Straight forward thinking and creativity. We are a day camp that provides youth of all backgrounds a place to learn and grow.

Brand Style Guide 5


Logo Usage x Height Clear Space

x Height

Colours CMYK

HEX

PANTONE

18 100 91 8 189 32 46

BD202E

7621 C

Sunburst Orange

0 80 95 0

241 90 41

F15A29

7579 C

Burnt Yellow

0 35 85 0

251 176 64

FBB040

1365 C

Fire Red

6 Brand Style Guide

RGB


Area of Isolation The area of isolation is the area that should be kept clear when applying logo to applications such as ad’s, brochures, posters, and any other application a designer, or partner want to apply the logo.

Minimum Size The minimum size is the smallest size the logo can be while still maintaining legibility. To maintain legibility, logo must be no smaller than 2.5” in width and 1.32” in height for use in print. For use on web 187 pixels in width. The logo should always be scaled proportionally.

Height 1.06” inches for print 99px for web

Width 2” inches for print 150px for web

Brand Style Guide 7


LOGO USAGE DO’S:

The use of the logo colours in the proper order (lightest to darkest) is the most appropriate colour palette for this logo. The use of black background on the logo is also appropriate, text MUST be opposite from the background.

The use of the logo in greyscale is also correct, following the same rule with the colour logo that the text and background must be contrasting.

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LOGO USAGE DONT’S:

DO NOT tilt logo or rotate.

DO NOT add drop shadows or inner glows.

DO NOT stretch or squeeze logo unevenly.

DO NOT cut off logo elements.

DO NOT add a background without safe area.

DO NOT outline.

Brand Style Guide 9


Patterns

Patterns should always be used as a secondary element used to emphasize the primary logo of Camp Xpress. Below are 3 logos that shouldnt be altered or changed in anyway.

3 colour combinations are available in pattern form.

Brand Style Guide 11


Font Usage 12 Brand Style Guide

The fonts used in corporate are Aventura and Kefa. Aventura is used as the primary typeface for the logo type, and Kefa is used as the secondary logotype as well for the body text.

PRIMARY

AVENTURA

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$&*()

Secondary

Kefa

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()


Applications Brand Style Guide 13


Imagery 14 Brand Style Guide


Core Values The core values of our company is that we want the world to grow in a creative way and a technological way. We like to provide the knowledge to the youth that take our classes and help them feel confident applying these skills in the real world. Every child of all backgrounds is welcome and valued at Camp Xpress.

Brand Style Guide 15


Copyright 2016 ©

Camp Xpress Brand Style Guide  
Camp Xpress Brand Style Guide  
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