KEEP YOUR BRAND LOOKING ITS BEST After all the hard work put into making your brand design awesome, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
PRIMARY LOGO Travel Parallel’s primary logo is a simple wordmark with the crossbar of the A’s removed and two parallel arrows meeting in the middle. A clean font keeps the brand feeling professional, mature, and modern; while hand-drawn accents give it a personal organic touch reminiscent of postcards or travel scrapbooking. This is the main logo that will be used across primary brand applications. This mark helps audiences easily identify Travel Parallel’s website, ads, products, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
MINIMUM SIZE The smallest the logo should be represented is .45â€? high.
Main logotype and tagline.
Travel Parallel’s logo options consist of 1 primary
A) primary logo
logo, 3 secondary icons, and 2 alternate lockups. These can be used in replace of the primary logo (but should never be used directly next to the primary logo in the same design).
ICONS Marks and symbols. C) emblem D) arrows icon E) stamp
The wordmark can be used horizontally or vertically stacked. The icons should not be used above or directly next to the main wordmark, but can be used on their own when the full name is not necessary to include. For example, C could be used as a profile picture on Instagram/Facebook since the username will be adjacent to it in plain text. However, the icons should never be used directly above or next to the main wordmark – it looks repetitive and isn’t a good use of the brand elements.
LOCK-UPS Alternate lockups E) horizontal w/out icon F) stacked
COLOR USAGE There are a few different ways to use the logo in color. The primary logo can be used in black or color on a white background (A & C). On a dark background, use the logo in white or color (B). On a colored background, the logo can be black or white (D).
CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
The minimum clear space is defined as the height of the A shape. This minimum space should be maintained as the logo is proportionally resized.
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type arenâ€™t obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of a background image. The color logo only works on a particular type of image so use with care. TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable.
A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t add an outline.
D. Don’t resize the tagline. E. Don’t change the
A few rules are necessary for maintaining the
composition or resize any
integrity of the brand. Don’t compromise the
part of the logo.
overall look of the logo by rotating, skewing, or distorting in any way – that includes adding
F. Don’t rearrange any
unnecessary and unattractive text decorations
elements of the logo to
like drop shadows and outlines. Here are a few
create a composition that
examples of some ways you should NEVER ever
is not already provided as
consider using the logo.
an alternate lock-up. G. Don’t change the color of parts of the logo. Use the color usage guide. H. Don’t add dropshadows or other text styles (bevel, emboss, gradient, etc). I. Don’t contain the logo in a box when used on a background.
CMYK: 59, 60, 71, 66 RGB: 59, 50, 40
The moodboard for Travel Parallel is romantic
and dreamy with an adventurous/wanderlust spirit. The imagery is moody with dark shadows and deep tones to give it a sense of longing and
nostalgia, and the textures focus on the small
CMYK: 25, 33, 68, 7
moments remembered from travels - like the
RGB: 188, 157, 95
weathered walls of old buildings or the smell of
COLOR PALETTE CREAM
CMYK: 5, 4, 7, 0
The blue sage and neutral color palette is calming,
RGB: 243, 242, 235
and color psychology suggests blue evokes feel-
ings of trustworthiness and friendship.
CMYK: 40, 15, 22, 0 RGB: 163, 190, 192 Hex: #a3bec0
C U R AT E D E X P E R I E N C E S
for independent travelers Combine your trip with our community.
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the professional yet personal feel of the brand and should be used across all print & web applications.
Use for headlines.
L ATO A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Use for subheads & secondary branding. lowercase
Use for body copy. Sentence case
abcdefghijklm nopqrstuvwxyz Raleway A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
INSTAGRAM TEMPLATES Instagram is a vastly powerful marketing tool, and to make the best use of it, your images should be carefully curated and cohesively represent your brand. Here are a few templates:
FINAL COMMENTS If youâ€™re ever in doubt, just refer back to this document or feel free to get ahold of me (email@example.com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.