Hypnautic Design Manual

D E S I G N M A N UA L

A VISUAL IDENTIT Y REFERS TO THE CONCRETE SYMBOLS SUCH AS A NAME, LOGO AND DESIGN SCHEME THAT YOU USE TO PRESENT YOUR COMPANY.

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T H I S I S A D E S I G N M A N UA L FO R T H E H Y P N AU T I C B R A N D. T H E FO L LO W I N G PAG E S CO N TA I N S T H E RU L E S TO K E E P A ST RO N G I D E N T I T Y FO R M A R K E T I N G P U R P O S E S. I T C O M E S W I T H A PAC K AG E W I T H LO G O F I L E S, FO N T S A N D P H OTO G R A P H I E S.

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TA B L E O F C O N T E N T S

1.0 1.1

PRIMARY LOGO SECONDARY LOGOS

2.0

PRIMARY COLORS

3.0 3.1

LOGO AND BACKGROUNDS LOGO AND PHOTOGRAPHY

4.0 TYPOGR APHY 5.0 PHOTOGR APHY 6.0 SUPPORTING ELEMENTS 7.0 UNIFORMS 7.1 THIRD ELEMENTS

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1.0

PRIMARY LOGO

Say hello to the new Hypnautic logo. Strong, friendly and full of possibilities. The new logo is keeping us up with the times. It is inspired by the Scandinavian minimalistic approach to design with hints of maritime elements. *All logos can be found in the Design Manual folder.

They are available as JPG and EPS files in both low and high quality. The logo files also comes in different color combinations for different formats. White, black and original colors. JPG is a compressed file we provide for web use, email signatures and letter heads. EPS is a large format file we provide for print and embrodery. It is scaleable and can be used for stickers, decals for the boat, decals for the sails, flags, uniforms, pens, towels, pillows, bed sheets etc.

1 This is the primary version of the logo. It should be used in all cases possible, unless shape or length create an issue.

2 This illustration shows how much white space needed around the logo.

No other elements are allowed inside this area.

1

2

x

x

x x x

x

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1.1

SECONDARY LOGOS

While the primary logo should be used whenever possible, we understand that scenarios will arise that can compromise the legibility of the logo or that are just not compatible with it.

We offer these three versions of the logo as secondary marks. They are to be used only when the primary logo is ill-fitted to the situation. The typographical version (1) is to be used only if the “H-circle” has been used somewhere else in the same space. The “H-circle” (2) version is to be used in small spaces where the primary logo is too long. The boxed version (3) can be used if the primary and /or secondary logos has already been used. For example a baseball hat when primary logo is used on the rest of the uniform. *All secondary logos can be found in the Design Manual folder, just like the primary logo. They are available as both JPG and EPS as well.

1 Typographic version.

This version of the mark is to be used when the pictogram has been used somewhere else in the same space.

2 Independent Piktogram.

This version of the mark is to be used in small spaces where shape or length does not allow the other versions.

3 Boxed. This version can be used for third elements where the other logos has already been used, such as hats. (see 7.0 UNIFORMS)

1

2

3

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2.0

PRIMARY COLORS

We offer 2 primary colors.

The deep blue color is inspired by the deep blue ocean, and the blue sky. Not only does it remind you of nature, it also reflects the quality of our services. The blue color should be used only in piktogram part of the logo, in headers texts and backgrounds.

The dark grey color is for typographic use and graphic detailes. It is not completely black, which makes it sof ter to the eye and doesnt look too strict.

1 Blue is the Primary color for piktogram, header text and backgrounds.

Values are shown for CMYK, RGB and HEX. 2 Dark grey is for body text and graphic details.

Values are shown for CMYK, RGB and HEX.

1

C: M: Y: K:

100 96 0 24

R: G: B:

32 39 121

# 1F297A

2

C: M: Y: K:

0 0 0 93

R: G: B:

51 51 52

# 383739

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3.0

LOGO AND BACKGROUNDS

The blue color can be used as a gradient with another certain blue color for piktogram and backgrounds. This should only be used for web or digital platforms as gradients could come out bad on print.

When logo is used on this background, it must be white. Not blue, not black. Only white.

1 This is our secondary blue, used for gradient backgrounds. Values are shown for CMYK, RGB and HEX. 2 This is our primary blue.

Values are shown for CMYK, RGB and HEX.

1

C: 100 M: 59 Y: 0 K: 11 R: 0 G: 93 B: 161 # 005DA3

2

C: 100 M: 96 Y: 0 K: 24 R: G: B:

32 39 121

# 1F297A

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3.1

LOGO AND PHOTOGR APHY

The logo can also be used on top of photography.

Its important to keep the contrast between graphics and photo so the logo does not blend in with the background.

1 On bright photos, use the logo in its original colors, as long as it doesn’t blend in with the background.

2 On dark photos, use the white logo as long as it doesn’t overlay any bright/white areas where it can blend into the background.

1

2

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4.0 TYPOGR APHY The 2 typefaces chosen for the Visual Identity of Hypnautic is “Brown” and “Adobe Garamond Pro”.

Brown is a strong, nordic and maculine typeface which reflects stability and quality. Adobe Garamond Pro is a classic typeface for body text. It is very readable both on screen and on print even in small sizes. *Both fonts can be found in the Design Manual folder as OTF files. These can be installed in your Font Book.

1 Brown is used in the logo and as header texts.

2 Adobe Garamond Pro is used for body text.

1

BROWN BOLD AB CDEFGHIJKLMNOP QR STUV WXYZ abcdefghijklmnopqrstuv w x yz 1234567890 BROWN LIGHT AB CDEFGHIJKLMNOP QR STUV WXYZ abcdefghijklmnopqrstuvwxyz 1 23 4 5 6789 0

2

Adobe Garamond Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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5.0 PHOTOGR APHY A certain style of photography used for marketing is chosen to show the atmosphere of the service we provide. We only use high quality photos with colorful palettes. Nature and ocean environment is in focus for the most part and photos capturing people in relaxing activities both onboard and in the water.

To strengthen our slogan, calmness and relaxation is important.

“MESMERISED, FASCINATED, INDUCED INTO RELAXATION.”

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“LORENBITATEM REHENIME SITI NON NUM CONSEQUAM HICIPSA MUSANDITIS RENIET RE NECTEM. NEQUIAM AUT VENT, CUSAPIT ATIBUS, UT PLITA SIMI”

- LORENZ WALDENBOCH

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“ L O R E N B I TAT E M R E H CO N S EQ UA M H I C I P S A NECTEM. NEQUIAM A

HENIME SITI NON NUM MUSANDITIS RENIET RE A U T V E N T, C U S A P I T ”

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6.0 SUPPORTING ELEMENTS To support the maritime identity of the Hypnautic brand a number of graphic elements can be used.

Elements like the maritime flags, patterns and illustrations are good “eye candy� for the website, promotion emails, printed documents and flags, pillows and towels.

1 Maritime flags.

2 Patterns.

3 Illustrations.

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2

3

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7.0 UNIFORMS The crew uniforms should be white or blue polo shirts.

The front should have the secondary typographic logo printed over the heart. The back should have the piktogram printed between the shoulderblades. This is to strengthen the simple and clean identity of the Hypnautic brand. The logos are to be printed only in one color to keep cost down.

Typography version of the logo on the chest.

Piktogram version on the back between the shoulderblades.

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7.1

THIRD ELEMENTS

The crew uniforms can be used with various combinations of shorts, swimshorts and hats.

Preferrably gray or beige. As long as the hat and shorts are matching.

Boxed version can be used on third elements, such as hats.

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MANY MEN G

ALL THEIR LIVES W

IT IS NOT FISH T

GO FISHING

WITHOUT KNOWING

THEY ARE AFTER

Design by

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