2020 EDITION
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THE IDENTITY GUIDELINES
CONTENTS ABOUT ....................................................................................................... 02 THE WANDER CHARACTER ...................................................... 05 THE LOGO ............................................................................................... 09 THE COLOR PALETTE ..................................................................... 13 TYPOGRAPHY ....................................................................................... 14 GRID SYSTEM ........................................................................................ 15 ILLUSTRATION & ICONOGRAPHY ......................................... 16 ANIMATIONS ......................................................................................... 19 PRINT .......................................................................................................... 23 PHOTOGRAPHY .................................................................................. 24
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THE WANDER BRAND These days there’s an app for just about everything. The ironic thing is that half the time these social apps make us more distant from physical humans. They can be the very antithesis of what they intend to be. In the process of connecting online, we can forget to connect in person and miss out on great opportunities that are right on your doorstep. Wander is an app targeted at people who have moved to a new city and travellers who are looking for events and activities to meet like minded people. The content of the app will be based on input from both commercial accounts (such as small businesses / events groups) or users who log events nearby. The platform works off the users geo-location and user preferences. It is based in real time, allowing users to chat directly to other interested attendees before wandering in.
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TONE OF VOICE WANDER is a brand bursting with personality, humour and character. It shouldn’t take itself too seriously when engaging with the customer - helping to create a truely unique experience that’s memorable. The company could be best split up into two archetypes: Explorer & Jester. Explorer: we crave excitment and are always looking for the next adventure. As an Explorer, always strive to stay current with trends to encourage Growth. Jester: Our strategy at the end of the day is to encourage play and wanderlust. It is vital that the customer is never bored with the WANDER product or brand!
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THE CUSTOMER In order to gain the most accurate representation of who are customers are likely to be, both B2B and B2C personas have been created. These personas were based on previously conducted interviews and highlight their personality traits, demographics and activity interests. All personas can be found in DropBox.
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MEET THE STAR So, here he is - The WANDER Space Chicken.
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MEET THE STAR The WANDER brand is the character in all his profiles. See company Dropbox for further of the character profiles.
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THE MASTER LOGO The full logo consists of all identity features: character / Wordmark / Tagline. The character profile should have the cheeky eyebrow. This version should be used wherever possible.
WORDMARK
THE CHARACTER
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TAGLINE
LOGO VARIATIONS The WANDER brand is the character in all his profiles. See company Dropbox for further of the character profiles.
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LOGO USAGE
MAIN LOGO WITH TAGLINE
There should be half of the character width and height allowed for spacing in regards to the edging. There is no maximum width and height - be sure it is always in the correct proportion!
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MOBILE LOGO
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LOGO USAGE
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Here’s the rules for WANDER:
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1. Don’t play around with the characters colour formation. 3.
2. The character should never be shown in Black and White.
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3. Dont use the WANDER wordmark with tagline as a logo on its own.
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4. Same for just the tagline - just dont do it! GET LOST
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5. The WANDER character profile should always be the same when with the Wordmark.
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6. The character should be displayed to the left of the Wordmark always. 7. Play around when using the character ontop of pictures - you can be risky with it! GET LOST
8. Dont use full logo / wordmark on images. 12
COLOR PALETTE The complete WANDER color scheme. SHADOWS
RED Hex: CMYK: RGB:
F13500 0, 87, 99, 0 241, 53, 0
ORANGE Hex: F57202 CMYK: 0, 65, 97, 0 RGB: 245, 144, 2
Hex: CMYK: RGB:
YELLOW Hex: EABD0D CMYK: 9, 24, 95, 1 RGB: 234, 189, 13
RED
8E2209 27, 95, 100, 32 142, 34, 9
YELLOW Hex: BF940D CMYK: 22, 37, 100, 11 RGB: 191, 148, 13
TONED PURPLE PRIMARY PURPLE Hex: 511145 Hex: 660A55 CMYK: 68, 100, 33, 43 CMYK: 64, 100, 28, 27 RGB: 81, 17, 69 RGB: 102, 10, 85
GRADIENTS
RED / TONED PURPLE
TONED PURPLE Hex: 7A1D67 CMYK: 59, 100, 22, 12 RGB: 122, 29, 103
ORANGE Hex: AA4B04 CMYK: 24, 76, 100, 18 RGB: 170, 75, 4
PRIMARY PURPLE Hex: 90337C CMYK: 51, 91, 14, 3 RGB: 144, 51, 124
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ORANGE / TONED PURPLE
YELLOW / TONED PURPLE
PRIMARY PURPLE / TONED PURPLE
RED / ORANGE / YELLOW
TYPOGRAPHY Titles and subtitles are done using Montserrat Bold in all caps. For all other type Montserrat Regular should be used.
MONTSERRAT BOLD
Montserrat Regular
ABCDEFGHIJKLMNOP QRSTUVWXYZ
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz
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GRID SYSTEM THE PROBLEM
All WANDER advertisements amd press releases (digital or printed copy) should be made to a 6x5 column grid system, with a minimum of 5px guttering. Consistent box margins should be used with the WANDER logo located in any of the corners using the appropriate spacing rules.
Wander is a startup concept brand combining two fields of interest, Travel and Social Activities. WANDER is a product that is fronted by a colourful character. Right now though, he has no voice!
MEET THE CHARACTER Here he is, the WANDER Space Chicken. He may look like a cute and innocent character, but he’s packed with sarcasm, a mischievous personality and a powerful voice to go with it!
THE BIG PICTURE
Utilize the illustrations to create a more playful atmosphere on the page. FREEDOM OF ARTIST EXPRESSION APPLIES HERE.
WANDER as a product, is in its very early stages. Currently developing the concept and application with ambitions of presenting for seed investment by mid 2020. However, this is something that could go much further! An employment team of experienced artists, developers and marketers is already starting to be formed in London and Toulouse, with consultancy and guidance from a firm in St. Louis, Missouri. I’m hoping that there’ll be plenty of opportunity to reuse your voice with the WANDER character and more video’s to come in the future. WHAT’S NEEDED NOW A professionally recorded character voice over.
A QUICK NOTE The overarching concept for this product and brand is meant to be playful and lighthearted fun. So please feel free to place your own style and personality with him. The most important thing to remember is that this is a living brand - with bundles of character, humour and whit. Try not to deviate too far away from the script, but have fun with it! I can’t wait to see what you come back with.
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SUPPORT ASSETS The Script The Character Image Example Track Recording Concept Storyboard A Virtual High Five
ILLUSTRATION All WANDER drawings need to radiate a sense of life and designed with motion in mind. Take not of the simplistic style but, know that these shouldn’t be simple in execution. Each icon is made to a complex grid system, with elements aligning to specific spots. This is done to create a sense of familiarity across the entire WANDER brand. The Illustration family of WANDER is based around the character: “A talking sassy chicken from Outter Space traveling around Earth and taking in the beautiful autumn fall!”. The grid template can be found in the company dropbox.
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BACKGROUNDS Working with the full color palette and relying heavily on the use of gradients, the WANDER backgrounds are easily distinguishable. Each one should be able to show some sort of journey that serves as a canvas and playground for the WANDER character to discover. The abstract illustrations and iconography should be used to compliment the prominent shapes used in the backgrounds. Some consistent features should be some form of gradient shapes, as well as the gradient lines flowing throughout the image.
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ICONOGRAPHY The iconography has been designed utilizing the same complex grid system for all its illustrations and logo. Check out the full iconography using the company DropBox
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ANIMATION Perhaps the most vital element of this brands visual identity. The highlight of the WANDER product aims to be the medium for users to create new stories and have great experiences. The WANDER character is there for every new chapter written, sharing all emotions and experiences with the users. Yes animation takes a lot of time and development, but we’ve got a few important assets that can help you out.
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ANIMATION - RIGGING The WANDER character was created using the Adobe Suite. Thankfully, the main character has been rigged using Adobe Character Animator so the creative can dive in and start making new motion stories. For the full file, check the company DropBox.
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ANIMATION - AUDIO With the character being an integral part of the brand, it only makes sense that the chicken has a voice. Voiced by Dom - a voice over artist from New York. He’s helped bring the character to life. Make sure to contact him with a script and direction for any new material involving the WANDER chicken. His contact details can be found in the company DropBox.
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ANIMATION - ASSETS Sets of eyes, eyebrows, eyelids, mouths and feet with frames for profile walking are available for use.
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PRINT PROMOTIONS Printed promotions need to display a good balance of creative illustration but, in an formatted to the WANDER grid system. The grid system used for promotions like posters should be the same as press releases (6x5). Changes to these aren’t necessarily prohibited. However any changes need to be agreed upon with senior members of the WANDER team.
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PHOTOGRAPHY Any image or footage used needs to be high quality, full of character, tells a story, and loaded with colour! Never use Black and White images. For live photography - recommended outsourced professionals can be found in the WANDER DropBox. Websites like Unsplahed should be used for high quality, royalty free images - mainly for the use of social media posts.
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NOITIDE 0202
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