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BRAND STYLE GUIDE Camp Xpress 2017


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TABLE OF CONTENTS BRAND IDENTITY

EVERYTHING HAS A PURPOSE. WHO ARE WE?

7 8

LOGO USAGE

OUR LOGO 12 LOGO DISPLAY 14 DON’TS16

SUPPORTING ELEMENTS

TYPOGRAPHY20 GRAPHIC ELEMENTS 21 COLOUR FLEXIBILITY 22

LOGO APPLICATIONS

STATIONARY27 OTHER APPLICATIONS 28 FINAL COMMENTS 30

Brand Style Guide


BRAND IDENTITY


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EVERYTHING HAS A PURPOSE. Our vision is important. Reaching out to young Canadians and creating a community in which they are inspired to become every day leaders is what we strive for. It is essential that the core values of Camp Xpress remain prominent and true throughout all related mediums so we can connect our philosophy to these individuals. Thank you for your time.

Brand Style Guide


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WHO ARE WE?

Camp Xpress


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DIVERSE YOUNG LEADERS OPEN-MINDED FEARLESS COMMUNITY ENERGETIC

Brand Style Guide


LOGO USAGE


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OUR LOGO The Camp Xpress logo should always be displayed as specified in this guide. No distortion or alteration should be visible across any brandrelated products, advertisements, and so forth. Preferably, we would like our logo to be displayed on a white background.

PRIMARY LOGO This logo is the main logo that should be used for all Camp Xpress related materials unless there are obvious restrictions, such as limited space.

Camp Xpress


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COLOUR VARIATIONS Here are examples of acceptable uses of our logo. On any material that uses one of our three main Camp Xpress colours as a background, we allow for our logo to be changed into white. Similarly, for any material that uses a black background, we allow for our logo to be changed into one of the three main brand colours.

Brand Style Guide


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LOGO DISPLAY The way our logo is displayed throughout different mediums must always be taken into consideration when using it for various designs.

AREA OF ISOLATION The following visual is to be used as a guide when determining how much space should surround the Camp Xpress logo at all times. It is important to know that the “X” used to indicate the area of isolation in the visual below is the character “X” taken directly from our logo.

Camp Xpress


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MINIMUM SIZE The following visual illustrates the absolute smallest size we would like to see our logo used. Take note that when the original logo is sized down to 1 inch dimensions, the lines of the logo will look thicker, thus, distorting the design. In these cases, we allow the original 1.5pt lines of our logo to be sized down to 0.75pt in order to accomodate scale. Do not change the weight of the text.

1 INCH

Brand Style Guide


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DON’TS The way our logo is used is very important to us. Each of the examples on the following page illustrate unacceptable usages of our logo. Please respect our given design.

Camp Xpress


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A

C

B

D

A B C D

No distortion. No rotation. No recolouring of artwork. No embellishments, such as the use of a drop shadow. Brand Style Guide


SUPPORTING ELEMENTS


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TYPOGRAPHY As our Camp Xpress logo is very simple and uses two very similar typefaces, it is only natural that this must remain consistent throughout other related mediums. The font that we use for headlines is Avenir Next Bold. We would like any headlines relevant to Camp Xpress to always be expressed in uppercase characters. The font that we use for body text is Avenir Book. Unlike our guidelines for headings, we would like our body text to use sentence case. However, for subheadings, we do allow Avenir Book to to be uppercase, as demonstrated below.

AVENIR NEXT BOLD ABCDEFGHIJKLM NOPQRSTUVWXYZ &1234567890!@#$%^&* AVENIR BOOK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz &1234567890!@#$%^&*

Camp Xpress


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GRAPHIC ELEMENTS The following graphics may be used to enhance Camp Xpress related material, backgrounds, etc.

Brand Style Guide


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COLOUR FLEXIBILITY As an organization that focuses on inspiring the youth of Canada, the use of specific colours in our logo and other related mediums is crucial to our brand. We have three main colours that must be used when using our logo, but we do allow some flexibility in playing around with the opacities of supporting design elements, such as background patterns.

CMYK | C80 M20 Y32 K0 RGB | R16 G154 B169 PANTONE 320 C HEX # | 0F99A8

CMYK | C4 M27 Y83 K0 RGB | R243 G188 B72 PANTONE | 142 C HEX # | F2BB47

CMYK | C0 M96 Y83 K0 RGB | R238 G45 B56 PANTONE | 1788 C HEX # | EE2C37

Camp Xpress


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100%

80%

OKAY 60%

40%

NOT OKAY

20%

Please use this visual chart to understand the acceptable boundaries in which we allow the opacities of our main colours to be altered for supporting design elements, such as background patterns. The main logo must always be used at 100% opacity, regardless if it is the original tri-colour logo or solid-colour variation.

Brand Style Guide


LOGO APPLICATIONS


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STATIONARY

Brand Style Guide


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OTHER APPLICATIONS

Camp Xpress


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Brand Style Guide


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FINAL COMMENTS We hope that this brand guide has helped you to better understand Camp Xpress and will ultimately aid in the strengthening of our brand in anything that you create! If you have any questions or concerns, feel free to contact me at karissa.macapagal@gmail.com.

Camp Xpress


©2017 DESIGNED BY KARISSA MACAPAGAL

Camp Xpress Brand Style Guide  

Brand style guide for Camp Xpress, a conceptual youth community that focuses on inspiring young people to embrace leadership, diversity, and...

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