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Logo, Branding, Styles and Marketing Strategies


Logo Redesign: Suggested Areas of Improvement:

Gradients are fun, but not always the most sensible to use all of the time. Gradients look good on screen and for large iterations of the logo. But, for times when you need a smaller logo or for print, solid coloring is the better choice. Additionally having a solid iteration is helpful in case you want to put the logo on patterned/textured backgrounds. Not a fan of the oval. Should be circular. The ‘a‘ and the ‘r‘ collide awkwardly. Kearning should be changed, or a custom r and a created (together with ligature or as separate letters) for logo. The globe speechbubble needs to be clean up. The gradient gives it a dated look, solid colors would be more modern. The script font used here is Lucida Calligraphy, a font that is available on any computer. That alone makes the font seem less luxurous and “hip.” Additionally other script fonts would be better to match with the logo.


Logo Redesign: ,_HTWSLZVM:\JJLZZM\S9LKLZPNULK:PTWSPÄLK3VNVZ


Logo Redesign: -SH[*VSVY5L^:PTWSPĂ„LK.SVIL

unmanipulated type

manipulated type


Logo Redesign: Ligature options:

extention to make a ligature

custom “r-a” ligature

separate the “r-a”


Logo Redesign: Script options:

Original

*HÃ…PZJO

Dynalight

Alex Brush

Kaushan Script

Great Vibes

H]HPSHISLMVYPUYLN\SHY^LPNO[MVY ^LPNO[WHJRMVY O[[W!^^^T`MVU[ZJVTMVU[ZHKVILJHÃ…PZJOZJYPW[


Icon Logo Redesign: Suggested Areas of Improvement:

Replace globe with new globe. Increase height of “h.” Create slant at top of “h” in order to match logo. The slant is very distinctive, and is therefore important to maintain.


Icon Logo Redesign: Taller H, Added Slant, Updated Globe.


Icon Logo Redesign: Other Options:


Brand Strategy:

Corporate mission:

HipTraveler revolutionizes the travel industry through technology and social media. Positioning statement:

HipTraveler is the photographic, easy-to-use travel website for the traveler who wants to spend less time planning and more time traveling. Tone:

Light and fun, yet maintaining the feeling of clean sophistication and luxury


Brand Strategy: Brand platform:

Comprehensive

Combining the best travel resources into one website as well as enlisting the help of the best travel experts.

Photographic

Entering the site immerses the user with the visual apsects of travel, focusing on scenic, photojournalistic images.

Easy-to-use

)\PSKPUNHWYVĂ„SLHUKHUP[PULYHY`HYLLHZ`6\YKYHNHUKKYVW website interaction facilitates use for anyone.

Responsive

Complex systems of algorhythms, tagging, and ratings allows us to create a unique experience for each user which responds to OPZVYOLYWYVĂ„SL

Personalized

Users can pick through pychologist created travel personalities that allow the site to better repond to your needs as a traveler.


Brand Strategy: Word mapping, HipTraveler represents: thrifty

plan

smart

exotic

personalized

cool adventure

beautiful

friendly discover

sophisticated passion clean

responsive

photographic

visual image based

travel agents no-nonsense

beaches

more features

excitement

drag-and-drop

quick

innovative calming

fun

new

scenic

focused

activites

easy

tropical

immersion luxury

active

hip

user-friendly relaxation

aesthetically pleasing

dynamic


Brand Strategy: Word mapping, competitors represent: chaotic

hard to use text based

slow

uninspiring

impractical ordinary ugly

plain unhelpful

abrasive wasteful

tiresome

clunky over whelming

time-consuming

busy

hard to comprehend involved

unsophisticated

frustrating

unreasonable boring unfocused

KPMĂ„J\S[ complex disorganized

discord

linked to outside sources

cluttered stressful

less features uncooperative

dull

cold stagnant uneconomical

confusing


Brand Strategy: Word mapping, competitors represent:

USER-FRIENDLY

Travel Pod

^HUKLYĂ…` gogobot Virual Tourist

Yahoo! Travel LESS FEATURES

Kayak

priceline.com MORE FEATURES

Travel Zoo Lonely Planet

Booking.com CLUTTERED

TripAdvisor

Expedia Orbitz


Style Guide

Primary Colors:

C68 M6 Y2 K0

C0 M0 Y0 K0

C0 M0 Y0 K80

C0 M0 Y0 K20

C25 M18 Y17 K0

Accent Colors:

C0 M0 Y0 K100

C40 M5 Y98 K0


Style Guide

Typefaces: Sans Serif: Proxima Nova

Helevetica Neue Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Script(TBD): !"#$%&'()*+,-./0123456789: ;<=>?@ABCDEFGHIJKLMNOPQRST UVWXYZ[\]^


Style Guide Logo Iterations

Gradient-dark

Solid-dark

Without caption

One-color printing

Solid-light


Style Guide Icon Logo Iterations

3 Diminsional

Flat

5V[L!;OLZLPJVUHYLWSHJLOVSKLYZMVYÄUHSKLJPZPVUZ


Style Guide Logo Usage

Dark logo on white or light backgrounds.

Light logo on black or dark backgrounds.


Style Guide Logo Usage

Don’ts: 1.

2.

3.

4.

5.

6.

7.

8.

9.

1. Don’t remove speech bubble. 2. Don’t crop. 3. Don’t rotate. 4. Don’t skew or stretch. 5. Don’t place on blue background. 6.Don’t change proportions. 7. Don’t apply effects or change tranparency. 8. Don’t color differently from the approved colors. 9. Don’t place on a busy background.


Style Guide Sizing and Spacing

Minimum clearance (with and without tagline): .16X X .16X .25X

.25X

.33X

.33X

.16X X .25X

X if x is less than 46px (46pt, ~.5in), no tagline


Logo Customization:

HipTraveler could create a dynamic brand by allowing its logo to shift colors. Uses: Logo could better match the color of photographs. 

3VNVJV\SKILJ\Z[PTPaLKMVY\ZLYWYVĂ&#x201E;SLZ


Logo Customization:

By being able to change the “hip” color, HipTraveler can maintain its brand because we could change the color to better match photography. /PW[YH]LSLYJV\SKHSSV^\ZLY[VJ\Z[PTPaL[OLSVNVVU[OLPYWYVÄSLZ(KKP[PVUHSS`M\Y[OLY WYVÄSLJ\Z[VTPaH[PVUI`HSSV^PUN\ZLYZ[VJOHUNL[OLIHJRNYV\UKWOV[VVM[OLPYWYVÄSL


Logo Customization: Examples of Dynamic Logos:

The Whitney Museum’s shifting “W” has 100s of iterations.

AOL logo’s changing background shows the range of their content.


Logo Customization:

By allowing our logo to be able to shift into personalization, it tells our users that we want to be responsive to your needs, wants, and likes similarly to the use of the psychological travel personalities on the site. Additionally it will allow our users to create more personable WYVÄSLZ-HJLIVVROHKILLUJYP[PJPaLKMVY[OLNLULYHSPaH[PVU VM[OLPYWYVÄSLZ\USPRL4`:WHJL^OPJOJV\SKILJVTWSL[LS` customizable. In response, Facebook added cover photos HUKV[OLY^H`Z[VWLYZVUHSPaL[OLPYWYVÄSLZ )`ZPTWS`HSSV^PUN\ZLYZ[VJVSVYJ\Z[VTPaL[OLPYWYVÄSLZ the HipTraveler brand will be dyanmic while maintaining the image-based, aestethically beautiful brand as well as their promise to be a personable network.


Logo Personalization: The System:

In order to maintain control of our brand, there will be a select series of colors for the user to choose from.

C0 M100 Y100 K0

C0 M14 Y100 K0

C80 M2 Y88 K0

C100 M90 Y33 K27

C0 M54 Y100 K0

C4 M154 Y4 K0

C35 M100 Y4 K0

C29 M67 Y100 K27

C24 M0 Y86 K0

C90 M44 Y58 K25


Marketing Strategies: Taglines:

Drag and Drop Yourself Anywhere Inspired Travel-- Inspired Adventure, Fun, ... We’ll worry about the hip part, you just travel. Born to be hip. It’s hip to be shared.

Big Idea:

It’s about enabling the user to seamless move from daily life to traveling without the hassle of planning and research.


Marketing Strategies: Taglines: Inspired Travel...

Photographic ad campaign entitled “Inspired Travel.” ;HNSPULJOHUNLZ[VIL[[LYÄ[[OLPTHNL!0UWPZYLK-\U Inspired Adventure. Inspired Excitement. Inspired Leisure. Inspired Living. Inspired Memories.


Marketing Strategies: Watermarks, Social Media tags, etc.

Use of logos/watermarks within images- for web, social media, or print Representation of brand outside of the site- social media, print, etc


Marketing Strategies: Marketing Merchandise:

HipTraveler Identity Branding/Marketing Plan  

Worked with other Intern to discover and imagine HipTraveler's company identity. We also worked to come up with creative ways to market HipT...

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