ParkYa Brand Guidelines
Well, well, well. What have we here? A brand is something built over time, and like a person, it has its own personality and traits. This manual exists to help achieve a consistent look for ParkYa, so that our customers can perceive us as a strong and reliable friend to help them with their parking. Inside you will get to know us better, and find a comprehensive set of design guidelines that are the starting point for any ParkYa communication. 02
Hey! We are ParkYa. 05
Values and Tone
OUR LOGO Construction
VISUAL UNIVERSE 15 17
P for Parkya 03
Hey! We are ParkYa. ParkYa virtually signposts available parking and allows for payment through an intuitive smartphone application. Drivers can search for closest and cheapest available locations, set reminders for parking expiration and favorite their most popular parking locations.
Values and Tone The people at ParkYa had a simple mission: we wanted to help the parking industry and payment providers to improve their services. Our voice is fresh and funky, yet professional: we take our business very seriously when it comes to innovation, customer intelligence and pioneering development.
Our logo A brand is a shorthand representation, often communicated in a single word or symbol, of everything a company is, does and stands for.
Construction The ParkYa logo consists of two elements - the ParkYa symbol and the ParkYa wordmark. It sums up in a quick glance what people need to know about our services: a virtual signpost that provides users with real-time offers and takes the stress out of parking.
Specifications Logo versions The ParkYa logo is a unique piece of artwork. The proportion and arrangement of the symbol wordmark have been specifically determined. The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brandâ€™s power.
To preserve the ParkYa logo’s integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. The minimum clear space for the ParkYa logo and the alternate horizontal logo is defined as the height of the “Y” in the wordmark.
Minimum size The ParkYa logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print is determined by the width of the ParkYa wordmark, which should not be reproduced in a size smaller than 8cm in width.
Application Color variations The ParkYa logo should be always reproduced in color when it is being used on web or other digital media, and whenever possible on print. White, Black and ParkYa Yellow are the preferred backgrounds. If you need to use the ParkYa logo on a photographic background or a color that is not part of the ParkYa palette, reverse the logo out to black or white.
Logo misuse Incorrect use of the ParkYa logo compromises its integrity and effectiveness. The examples of logo misuse listed are not comprehensive; they are only a small sample of possible misuses of the ParkYa logo. To ensure accurate, consistent reproduction of the ParkYa logo, never alter, add to, or attempt to recreate it.
Symbol use The ParkYa symbol can be used as an icon without the wordmark for style purposes and situations in which a square icon is needed or fits better into the context. However, it must not stand on its own as the brand signature; the full logo should appear in all graphic material and compositions to strengthen our communication and achieve brand consistency.
Visual universe The ParkYa brandâ€™s graphic style is a flexible system of elements that visually represent the signposting nature of our service and an instant connection with traffic and parking. This comes to life through the smart usage of color, typography and illustration. 14
Colors Overview Consistent use of color is one of the easiest ways to stand out amongst a cluster of different brands and communications. A strong palette promotes quick association and empowers our branding. Yellow is the color of intellect, energy and spontaneity, and a good attention getter. It works like a charm when combined with black, creating an overall look of slick, impelling elegance.
PARKING MADE EASIER.
Color palette The ParkYa brandâ€™s primary colors are Black and ParkYa Yellow. They can be applied across ParkYa communications equally, seeing as our logo accomodates easily into both. White, Light Yellow and Dark Grey should be used as highlights. Nevertheless, these are general guidelines: different values, tints and shades of Black and ParkYa Yellow can also be used, as long as they are kept subtle.
Black CMYK 0 0 0 100 HEX #000000 PANTONE -
ParkYa Yellow CMYK 0 22 100 0 HEX #FFC700 PANTONE 7548C
Light Yellow CMYK 4 0 94 0 HEX #FFF100 PANTONE P 1-8 C
Dark Grey CMYK 69 64 61 60 HEX #333132 PANTONE 179-15 C
White CMYK 0 0 0 0 HEX #000000 PANTONE -
Typography Font Family To make ParkYa communications easily recognisable and add flair to our voice, the Interstate typeface should be used on all graphic compositions and visuals for the ParkYa brand, such as brochures, business cards, writing documents and websites. The sharp-cut edges and many weights of Interstate supply us with a variety of looks for many different purposes.
Interstate Mono Regular
Typographic style Any weight of the Interstate typeface can be used, provided it creates a sense of hierarchy and is not used abstractedly. Bold and black weights should not be used around the logo, to avoid competition. ParkYa relies heavily on the power of typographic art, so feel free to let your creativity flow using the whole array of Interstateâ€™s styles and weights. Kerning can be altered as long as it does not compromise legibility.
Interstate Extralight / Thin / Light / Mono Ideal for copy, captions, large blocks of text
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890! 1234567890! Interstate Bold / Condensed Black / Black Ideal for advertising, headline, posters, signage
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!
Tagline Taglines play a big part in conveying a brand image. The ParkYa brand goes by the tagline â€œParking made easierâ€?, which can be used in many different ways on a visual piece: to start a conversation, sign off a statement or sum up our business shortly. Even so, it should not be used as a crutch to our logo: it must work sepparately as an element of support.
Shape Shape use The shape that defines the ParkYa symbol is a remarkably flexible tool when it comes to designing for ParkYa. Losing the P at the center of the symbol, the shape becomes a graphic component that can be adapted, resized, rotated , cropped or blended to create a universe of different shapes, icons, boxes and other assemblages.
Layouting When using the shape to create a layout, it is possible to play around with it as much as you want to. There is only one golden rule: always keep the curved edges on proportion if you need to stretch the shape. You can crop the shape or use multiple instances of it to create boxes, structures and dividers; just remember to keep a family resemblance with the original ParkYa symbol.
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Icons and illustration We were not kidding when we said you can play around with the shape. These are examples of the endless possibilites ahead, for you to create imagery worth a thousand words. Icons should look bold, simple and easy to understand, and illustrations should not be full of lines and intricate detail. The simpler, the better: drawings should help clarify a message, not make it complex.
P for Parkya
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The P for Parkya on the ParkYa symbol was built within a golden rectangle, to achieve perfect balance and symmetry. It should not be altered or used as an icon on its own. The only acceptable use of the P for Parkya without the encasing shape is on subtle patterns or background details.
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Some final words The rules and guidelines on this manual are not written in stone. Change is always welcome, as long as it is well-structured and cohesive with our brand. If you would like to try something that is not within this set of guidelines, make sure you contact our team before issuing or publishing any graphic material. See ya!
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Brand guidelines for ParkYa