Brand Identity Guidelines 2020
Table of Contents 1.0 Brand System
2.0 Typography
3.0 Stationery System
1.1
Previous Logo
2.1
Primary Typeface
3.1
Stationery
1.2
Updated Logo
2.2
Secondary Typeface
3.2
Business Letter
1.3
Logo Slogan
2.3
Type Hierarchy
3.3
Business Envelope
1.4
Horizontal Logo
2.4
Type Setting
3.4
Business Card
1.5
Logo Icon
1.6
Clear Space
1.7
Logo Sizing
1.8
4.0 Branding Elements
5.0 Applications
Color Usages
4.1
Landscape Illustration
5.1
Website
1.9
Limited Usage
4.2
Home Photography
5.2
Mobile Site
1.10
Incorrect Usage
4.3
Interior Photography
5.3
Advertising
4.4
Portrait Photography
5.4
Corporate
5.5
Merch
5.6
Toiletries
5.7
Online Advertising
5.8
VRBO Mug
5.9
Rewards Card
5.10
Postcard
1.1 Logo Evolution
VRBO’s evolution
Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.
1.2 Proposed Logo
1.0
Brand System
VRBO’s New Take
1.1
Previous Logo
1.2
Updated Logo
1.3
Logo Slogan
1.4
Horizontal Logo
1.5
Logo Icon
1.6
Clear Space
1.7
Logo Sizing
1.8
Color Usages
1.9
Improper Usage
1.1 Logo Evolution 1995-2000
2000-2019
2019
VRBO’s Evolution
Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.
1.0 Brand System VRBO · 2020 · Branding Guidelines 1.0
1.2 Proposed Logo
VRBO’s New Take
As you know, VRBO has helped families and friends travel and provide amazing destinations around the world. It was time to refresh our brand to better reflect that we’ve become both a household name in travel and a modern technology company.
6-7
1.3 Logo + Slogan
Vacation Rentals
VRBO Slogan
The logo paired with the slogan is commonly used within our stationery set. See examples on section 3.0 to see further usages. Vacation Rentals is carefully locked up under thr R in VRBO.
1.0 Brand System VRBO ¡ 2020 ¡ Branding Guidelines 1.0
1.4 Horizontal Logo Primar y color
Black & White
Inverse Black & White
VRBO Horizontal Usages
This page shows and details the horizontal usage using our signature logo. Here we have several color iterations that can properly be applied. The scale and proportions of the calligraphic finish should remain the same.
8-9
1.5 Logo Icon Primar y Logo
Black & White Logo
Symbol without background
Secondar y Logo
In the situation where our logo is placed on an app icon, web address bar, & other usages, here is how they can properly be used. The scale and proportions of the calligraphic finish should remain the same.
1.0 Brand System
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
1.6 Clear Space Primar y Logo
= .05in x .05in
Primar y Logo = .05in x .05in
Keep it Clear!
It is important to refer to Vrbo’s clear space rules when adding additional assets to whatever composition it will be placed on to. If you have any questions please contact a creative team member for further discussion.
10-11
1.7 Logo Sizing Postcard 2 in
Stationer y 20mm
Mobile 9mm
Sizing for Reference
Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.
1.0 Brand System
VRBO · 2020 · Branding Guidelines 1.0
1.8 Color Usages Victor y Purple
PMS: CMYK: RBG: LAB:
2077c 66, 91, 0, 0 116, 62, 152 36, 36, 41
PMS: CMYK: RBG: LAB:
3595c 4, 32, 0, 0 236, 186, 214 81, 21, -8
Azalea
Signature Purple
# 773299
Primar y & Limited Colors
# 212265
The primary color pallate listed above us a duo tone of purple and pink. These colors represent and give homage to the color schemes once before.
12-13
1.9 Limited Usage Proposed Logo
Logo Icon With Background
Logo Icon Without backround
Limited Usages
At times, we will take the VRBO logo and use our in-house illustration team to customize the logo. Illustrations by Fabin Raj are shown on page 34 & 35.
1.0 Brand System
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
1.10 Incorrect Usages
Do not use gradient as a stroke
Do not use hard-stop gradient path
Do not use use blur ef fect and variant colors
Do not use 3D ef fect
Do not use seconday logo as a stroke weight
Do not go beyond the circle when using secondar y logo
Do not skew secondar y logo
Do not rotate seconday logo
Do not use gradient stroke on secondar y logo
Incorrect Usages
Here is a list of things not to do when using the VRBO logo. Although the incorrect usages are applied to the main and secondary iterations, they follow suite vice-versa.
14-15
1.1 Logo Evolution
VRBO’s evolution
Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.
1.2 Proposed Logo
2.0
Typography
VRBO’s New Take
2.1
Primary Typeface
2.2
Secondary Typeface
2.3
Type Hierarchy
2.4
Type Setting
2.1 Primary Typeface
Aa
Aa About Soleil
Soleil—Book (body text & caption)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X x Yy Zz 0123456789
Soleil—Bold (headline & subhead)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
This fresh geometric sans font family is used for clear text and headlines. This font is perfect for smaller text seen on mobile devices as users run through the app. The font was designed by Wolfgang Homola.
2.0 Typography
VRBO · 2020 · Branding Guidelines 1.0
2.2 Secondary Typeface
Aa Aa
About Pacifico
Pacifico—Bold (headline) use sparingly
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Q q Rr Ss T t Uu Vv Ww Xx Yy Z z
0123456789
Pacifico—Medium (headline) use sparingly
A a Bb C c Dd E e Ff G g H h Ii Jj K k L l M m N n Oo Pp Qq R r Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Pacifico is an original and fun brush script handwriting font by Vernon Adams which was inspired by the 1950s American surf culture in 2011. The look & feel of Pacifico is reminicent to the Americana postcards; which we felt fitting for the new VRBO logo.
18-19
2.3 Type Hierachy Main Headline (Pacifico Regular | 30pt )
Home Away from Home Secondar y (Soleil Bold | 21pt )
Vacation Homes
Body Text (Soleil Book | 11pt) Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean vestibulum accumsan eros, eget mollis nisi egestas luctus. Fusce eu laoreet augue, at cursus nunc. Aenean faucibus, lectus vel dapibus feugiat, risus nibh condimentum sapien, eget fringilla massa arcu ac sem.
Type Hierarchy
Consistent application of type fonts and stylesallows our audiences to recognize the materials from our brand with ease. Having a hierarchy for type expression build consistency andenhance readability across the communication.
2.0 Typography
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
2.4 Type Setting Large Point Size (Size 31pt | Leading 24pt | Tracking 60pt)
Home Away from Home Medium Point Size (Size 15pt | Leading 18pt | Tracking 0pt)
Re-Inventing Work at Home
Small Point Size (Size 10pt | Leading 12pt | Tracking 30pt) Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean vestibulum accumsan eros, eget mollis nisi egestas luctus. Fusce eu laoreet augue, at cursus nunc. Aenean faucibus, lectus vel dapibus feugiat, risus nibh condimentum sapien, eget fringilla massa arcu ac sem.
Type Setting
The space between lines of copy and the spacebetween letters contribute the characterist legibility and readability of typography. The leading and tracking is different when the type in different point sizes.
20-21
1.1 Logo Evolution
VRBO’s evolution
Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.
1.2 Proposed Logo
3.0
Stationery System
VRBO’s New Take
3.1
Stationery
3.2
Business Letter
3.3
Business Envelope
3.4
Business Card
3.1 Stationery System
VRBO Stationer y
The business system is the most widely used communications tool at United. It is a formal representation of the brand used for both internal and external audiences.
3.0 Stationery System
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
3.1 Stationery System
VRBO Stationer y
Each component of the business system (individually and as a whole) supports the impression of coherent visual identitdy for the institution.
24-25
3.2 Business Letter
11”
8.5”
VRBO Letter Guide
The overall size of the letter is 8.5 inches wide by 11 inches high. All stationery should be printed full color on white paper. Do not print on color paper
3.0 Stationery System
VRBO · 2020 · Branding Guidelines 1.0
11 mm
34 mm
14.5 mm
7.5 mm
3.5 mm
3.2 Business Letter
VRBO Letter Specs.
Each component of the business system (individually and as a whole) supports the impression of coherent visual identitdy for the institution
26-27
4.15”
3.3 Business Envelope
9.5”
Envelope Guidelines
The overall size of the envelope is 9.5 inches wide by 4.15 inches high. All stationery should be printed full color on white paper. Do not print on color paper.
3.0 Stationery System
VRBO · 2020 · Branding Guidelines 1.0
3.3 Business Envelope
19 mm
8mm
10 mm
20 mm
22 mm
Envelope Specs.
Follow the measurements details and guidelines shown above for information placement.
28-29
3.3 Business Card
2”
3.5”
Card Guidelines
The overall size of the card is 3.5 inches wide by 2 inches high. All stationery should be printed full color on white paper. Do not print on color paper.
3.0 Stationery System
VRBO · 2020 · Branding Guidelines 1.0
3.5 mm
3.3 Business Card
4 mm
5 mm
Card Guidelines
Follow the measurements details and guidelines shown above for information placement.
30-31
1.1 Logo Evolution
VRBO’s evolution
Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.
4.0
Branding Elements
VRBO’s New Take
4.1
Landscape Illustration
4.2
Home Photography
4.3
Exterior Photography
4.4
Portrait Photography
4.1 Landscape Illustraion
Illustration Style
Illustrations play a big role in VRBO branding. Although the style is abstract, they all have one thing in common. There is always one person in the illustration enveloped in the stoic background.
4.0 Graphic System
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
4.1 Landscape Illustration
About the Illustrator
Febin Raj is an illustrationist and has a deep connection with nature. Febin’s work embodies feelings such as exploration, inner-peace, & most importantly, travel. We felt that his illustration style made resembled our values.
34-35
4.2 Home Photography
No Place like Home!
Hosts are meant to refer to these photography amgles. It is importamt to have the following: a straight on, side angle, and a 14mm warped front. Which ever highlights the beauty of the home, highlight that to the extent!
4.0 Graphic System
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
4.2 Home Photography
Home Diversity
As you know, VRBO has helped families and friends travel and provide amazing destinations around the world. It was time to refresh our brand to better reflect that we’ve become both a household name in travel and a modern technology company.
37-38
4.3 Interior Photography
Picture Ready!
We believe how images of the home are taken play a big role in how many gusts you can rent out to in your space. It is most important to include the following shots: Bedroom, kitchen, & dining room. To improve turnout we suggest tidy homes, professionally taken photographs, great lighting, and personal flare!
4.0 Graphic System
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
4.3 Interior Photography
Brownie Points
Often times, people look into homes if the home looks tidy, spacicially designed and if they have a certain flare. Once you got the kitchen, bedroom and dining room pictures taken, now comes the fun part. People love the extra amenities if it means extra family time, relaxation, and other ways to boot the trip.
38-39
4.4 Portrait Photography
Diversity in Families
No family is cookie cutter. We want to be sure to showcase every type of family is represented. Not only will potential renters wil see themselves in these familys, they will also know that they are under good care no matter differences there may be.
4.0 Graphic System
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
4.4 Portrait Photography
Family Esssense
With VRBO family comes first. We find it important to have different photography styles such as candid and staged. Candid shots complete a feeling of doing and pressence. This shows undivided attention towards your family and living in the moment without distractions.
40-41
1.1 Logo Evolution
VRBO’s evolution
Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.
1.2 Proposed Logo
5.0
Applications
VRBO’s New Take
5.1
Website
5.2
Mobile Site
5.3
Advertising
5.4
Corporate
5.5
Merch
5.6 Toiletries 5.7
Etc.
5.1 Website
VRBO’s Website
The VRBO website features our new visual language showcasing the new modern look. The welcome page with bold big banner simply display the most updated news/ promotions, and quick access of where to stay.
5.0 Applications
VRBO · 2020 · Branding Guidelines 1.0
5.2 Mobile
VRBO’s Mobile Site
The VRBO mobile website features our new visual language showcasing the new modern look.The welcome page with bold big banner simply display the most updated news / promotions, and quick access of where to stay.
44-45
5.3 Advertising
VRBO’s Adver tising
The VRBO advertising showcases the use use of our illustration style on a large billboard with the use of our white logo variation.
5.0 Applications
VRBO · 2020 · Branding Guidelines 1.0
5.3 Advertising
VRBO’s Adver tising
The promotion tagline uses white Medium Soleil typeface witht reverse out in color background and photograph
46-47
5.4 Corporate
VRBO Corporate
Here is how the new VRBO logo would look on our corporate skyscraper surface.
Signage
Used is the all white/reversed out logo in our Pacifico typeface. Take note that the
5.0 Applications
type treatment has been modified
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
5.4 Corporate
VRBO Corporate Badge
For VRBO employees that come into the office, we used the main logo, along with the employee’s photograph. The typeface used is Soleil in medium weight.
48-49
5.5 Merchandise
VRBO Merch
Pictured is a sample of the VRBO merch. We have a tote and face mask in our signiture purple & revered out logo. We also have a white tee with our signiture purple logo.
5.0 Applications
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
5.5 Merchandise
VRBO Merch
We also have other merch including our heather grey backpack with revered out logo, along side key chain. We also carry our limited edition water bottle with our icon logo in our main color and an illustration in the background.
50-51
5.6 Toiletries
VRBO Towel Set
Our towel set is supplied by the company to be placed into our rental homes. We use our signiture purple and reversed out logo in each and every towel. This item can be purched through our online shop as well.
5.0 Applications
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
5.6 Toiletries
VRBO Shampoo &
Our soothing lavender shampoo & conditioner is included in each and every rental
Conditioner
home. The colored caps indicate the type of product. We use the icon logo in white with our signiture purple as the background. We also use Soleil in our medium weight.
54-55
5.7 Advertising Online
VRBO ads
We believe that advertising online plays a big role in attracting customers. In this ad, we include a photograph that fall into our color palatte. We also use our logo in white for legibility in the video.
5.0 Applications
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
5.8 VRBO Mug
VRBO ads.
We believe that advertising online plays a big role in attracting customers. In this ad, we include a photograph that fall into our color palatte. We also use our logo in white for legibility in the video.
54-55
5.9 Rewards Card
VRBO Travel Card
Here is an example of our VRBO travel rewards card applicable to hosts and travelers. With every expense, you can build points for your next journey. The card displayed uses one of five given illustrations with our logo in white.
5.0 Applications
VRBO ¡ 2020 ¡ Branding Guidelines 1.0
5.10 Postcard
VRBO Postcard
Like many travelers, and probably a few, postcards can be sent out to loved ones. We use our illustation as the front and the back blank for personal messages.
56-57
About This is a student project for Fall 2020’s GR 365 Strategies for Branding taught by Thomas McNulty at Academy of Art University. No part of this book or other part of the project was produced for commercial use.
Typefaces Pacifico Bold Pacifico Medium Soleil Book Soleil Bold
Software Adobe Illustrator, InDesign, Photoshop Acrobat, Procreate
Illustration Febin Raj
Designer Gwynette Oller at Academy of Art