20_Dharma_Presentation_St1 by juan de dios solano rincon

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VISUAL IDENTITY - REBRANDING DHARMA TRAVEL, JUL2020 V.1

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Dharma Travel, Key points for visual communication Analyzing the brief, certain key words were concluded for the development of the brand. Alignment, philosophy, journey, light, inspiration and retreat were some of the words that best define the company. Making an order of information three key values were concluded: Dharma, retreat and inspiration. The definition of Dharma, of living in alienation with our purposes and all the philosophy that encompasses this word should be one of the pillars. Retreat, because the company is practically dedicated to planning trips but in a different way where one meets oneself, the internal trip. And finally inspiration that comes out everywhere in the company, we use light as a metaphor of inspiration.

Brief Conclusions p02

Main values to translate

Dharma (alignment)

Retreat (travel)

Inspiration (light)

Personality, to take into account

wellness, connection, expensive, exclusive, exciting, upbeat, proffesional

Dharma Travel, Key points for visual communication The door, tunnel or sunset are arches already used in the previous rebranding, we found one of the most accurate solutions and decided to continue our work from that point. One of the definitions of Dharma as a path to Karma in this life made us think about its representation as a door that invites us to walk the path. The invention of the arch, which plays a role in the history of architecture, seemed to us to be correct, in addition to the mystical symbols that it associates from ancient times. It is curious that the tunnel symbol is also represented with arches, especially when there is a light in the background. It seemed to us a perfect element of representation for the trip and the inspiration. The light that reaches us. In turn, the Dharma D or the sunset has an association with the arc also.arco.

Dharma - alignment / Retreat - travel / Inspiration - light

Brief Conclusions p03

Dharma Travel, Proposal

Dharma Travel, Symbol The symbol represents the arched door, it is open and inviting to enter, at the same time we sought to give a representation to the meditation and its association to the body and hands in a position of prayer. The lotus flower is another element which incorporates the symbol.

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Brand details P- A, p05

Dharma Travel, Logotype Based on the geometric arches of the symbol, a very geometric typeface was designed which maintains that relationship with the circles and semicircles. At the same time it seeks to give a modern, elegant and fresh air to the brand.

Brand details P- A, p06

Dharma Travel, Horizontal & Vertical Marks, Positive - Negative

Brand details P- A, p07

Dharma Travel, Color palette The main colours of the brand are black for the symbol and logo, and grey for the background. In addition, three colors that seek to mark a new fresher and more modern air to the company, always transmitting calm and airs of visual relaxation through the combination of colors on the gray background.

Brand details P- A, p08

HEX #000000

HEX #FF9D76

HEX #C6C6C6

HEX #AB69FF

HEX #2EB39C

Dharma Travel, Typography system For the different applications of the brand it is highly recommended to use two fonts that allow us to play and give more interaction to the brand with the same language. We chose two fonts that contrast and help the brand to transmit more elegance and new airs.

Brand details P- A, p09 Aeonik Medium

The painter turned to his servant, who stood blinking in the sunlight. “Ask Mr. Gray to wait, Parker: I shall be in in a few moments.” The man bowed and went up the walk.

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AT Apoc Revelations

The painter turned to his servant, who ood blinking in the sunlight. “Ask Mr. Gray to wait, Parker: I shall be in in a few moments.” The man bowed and went up the walk. Then he looked at

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Dharma Travel, Brand in corporate colours

Brand details P- A, p10

Dharma Travel, Proposal - Aplications

Dharma Travel, Proposal

Dharma Travel, Symbol This arch represents the embrace of oneself, the company is above all directed to a care of oneself, of the soul probably. The aim is to transmit also the rays of the sun and the waves of the sea as elements united in itself. The sun as light and the sea as a journey, all framed by the arch door.

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Brand details P- B, p18

Dharma Travel, Logotype The curves of the symbol made us look for a typographic solution in the variation of the width of the letters. As it is a brand that expresses luxury and exclusivity we chose to make certain parts of the letters with serifs. The result shows us a cosmopolitan and elegant logotype at the same time.

Brand details P- B, p19

Dharma Travel, Horizontal & Vertical Marks, Positive - Negative

Brand details P- B, p20

Brand details P- B, p21

Dharma Travel, Color palette This is the only monochromatic proposal. When we saw the amount of photographs and images that the brand has, we concluded that adding colors to the brand would bring more distraction from the consumer. Only as an excuse to present in the printed stationery an excess of elegance and exclusivity will be used a silver foil with white printing. Unlike the conventional use of silver with black, silver with white is more aligned with the perception of a calmer and more elegant identity.

HEX #000000

HEX #C6C6C6

SILVER FOIL

HEX #FFFFFF

Dharma Travel, Typography system The same fonts as the previous proposal are used for the different applications of the mark. These will allow us to play and give more interaction to the brand with the same language of this proposal. Two typographies are chosen to contrast and help the brand to transmit more elegance and new airs. Unlike the first one, they will be used in larger sizes and in capital letters to evoke an air of innovation and elegance.

Brand details P- B, p22 Aeonik Medium

The painter turned to his servant, who stood blinking in the sunlight. “Ask Mr. Gray to wait, Parker: I shall be in in a few moments.” The man bowed and went up the walk.

AT Apoc Revelations

The painter turned to his servant, who ood blinking in the sunlight. “Ask Mr. Gray to wait, Parker: I shall be in in a few moments.” The man bowed and went up the walk. Then he looked at

Dharma Travel, Brand in corporate colours

Brand details P- B, p23

Dharma Travel, Brand elements

Brand details P- B, p24

Text Typography (headlines)

TYPE01 TYPE01

Inverted shield

A WAY - A LIGHT

THE RETREAT TYPE01 TYPE02

Text Typography 2

Dharma Travel, Proposal - Aplications

Dharma Travel, Proposal

Dharma Travel, Symbol We tried to make the shape of the arch, sun and sea more abstract; for this symbol we thought about the waves and the calm that this represents in some contexts. At the same time we were interested in transmitting the growth of this but in an orderly and symmetrical way. The result made us discover certain lines that made us think about relaxation and meditation that grows with practice.

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Brand details P- C, p31

Dharma Travel, Logotype For this proposal we thought from the beginning to use two logotypes, one that is scrip (below) and another bold condensed. The symbol having curves and heavy parts made us decide to keep two fonts and alternate them to create a more attractive identity. For the version in SanSerif Bold Condensed, a play on words was made to communicate Dharma and Karma (understanding that Dharma is the path to Karma). To ensure that there are no conflict, the script typeface clearly communicates the Dharma name, and maintains the curves associated with the sea, meditation and the symbol.

Brand details P- C, p32

Dharma Travel, Horizontal & Vertical Marks, Positive - Negative

Brand details P- C, p33

Brand details P- C, p34

Dharma Travel, Color palette In comparison with the colour palette of the first proposal, for this one we thought of looking for softer colours that could be used as backgrounds and transmit a state of calm. Above all, yellow and pastel colors that try to almost camouflage the white application of the logotype script. The idea is to surprise and help to discover more meanings as the company does. A monochromatic palette is used with black and white as main colors and pastel colors as secondary.

HEX #000000

HEX #F3E3E1

HEX #F7F7F7

HEX #FFFECE

HEX #DFF1F7

Dharma Travel, Typography system A san serif media font is used to give a contrast to the logotype script and the bold version. This proposal also includes an inverted shield with a tagline. The decision to make an inverted shield using the symbol is for the opposite meaning that it can represent a shield. Shields usually represent a family or castle giving us the feeling of enclosure, what we are looking for is the opposite.

Brand details P- C, p35 Aeonik Medium

The painter turned to his servant, who stood blinking in the sunlight. “Ask Mr. Gray to wait, Parker: I shall be in in a few moments.” The man bowed and went up the walk.

Aeonik Regular

The painter turned to his servant, who stood blinking in the sunlight. “Ask Mr. Gray to wait, Parker: I shall be in in a few moments.” The man bowed and went up the walk.

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Dharma Travel, Brand in corporate colours

Brand details P- C, p36

Dharma Travel, Brand elements

share the abundance of light wherever it may be

Brand details P- C, p37

share the abundance of light wherever it may be

Dharma Travel, Proposal - Aplications

Dharma Travel, Proposal

Brand details P- A, p02

Dharma Travel, Symbol This symbol tries to synthesize the waves and the sun in a soft way. We find the waves very interesting as an element of calm, but also as a metaphor for travel. We started to design the waves of the sea as an element that embraces the sun. All this under the frame of the arch door.

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Brand details P- D, p45

Dharma Travel, Logotype The aim was to create a more modern and inspiring aesthetic (by the company itself). We designed a typeface that uses only the R as a reference to the symbol and breaks the monotony with the uniform brand names. At the same time the result communicates elegance and seriousness, but at the same time keeps a certain humanism in the curves.

Brand details P- D, p46

Dharma Travel, Horizontal & Vertical Marks, Positive - Negative

Brand details P- D, p47

Brand details P- D, p48

Dharma Travel, Color palette Black is set as the main color, a soft gray and pink is used to communicate a certain state of calm. As an element of inspiration, a complementary green and pink was chosen to be able to make more applications.

HEX #000000

HEX #C6C6C6

HEX #FF9D76

HEX #AB69FF

HEX #2EB39C

Dharma Travel, Color palette - effect We made color changes and effects using pictures of old walls to evoke painted clouds, the intention is to have a sense of actuality, innovation and inspiration, where the colors allow us to travel as well. We thought of inspiration as trapping ideas in the sky (clouds).

Brand details P- D, p49

Dharma Travel, Typography system The san serif typefaces in this proposal acquire more prominence to help better communicate certain values (in texts) that are very clear (seen in the brief and the website). The result of using more typography as additional elements embedded in the brand help us to communicate more a sense of elegance and seriousness, but at the same time make a difference and serve as inspiration. Also by using a proposal with more typography uses we can emphasize the contrast to the pictures that give us a fresher result.

Brand details P- D, p50 Armin Grotesk Normal

The painter turned to his servant, who stood blinking in the sunlight. “Ask Mr. Gray to wait, Parker: I shall be in in a few moments.” The man bowed and went up the walk.

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Armin Grotesk Regular

The painter turned to his servant, who stood blinking in the sunlight. “Ask Mr. Gray to wait, Parker: I shall be in in a few moments.” The man bowed and went up the walk. Then

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Dharma Travel, Brand in corporate colours

Brand details P- D, p51

Dharma Travel, Proposal - Aplications

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