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BRANDING STANDARDS


OUR VISION Palmera is a one of a kind cruise to resort vacation dream. We strive to provide families with a safe, fun adventure to the beautiful island of the Dominican Republic. With Palmera families’ sail the seas smoothly and explore all that Dominican culture has to offer at our wonderful beach resort.


CONTENTS 7 Brand Standards 9 Logo 15 Typography 19 Color

25 Brand Systems 26 Business Card 28 Letterhead 29 Envelopes

31 Marketing & Advertising 33 Print 38 Digital 42 Web


BRANDING STANDARDS Our brand represents our core values. At Palmera we entend to deliver a fun, complete, and dedicated experience. The keyword being dedicated. Although we want our customers to know that they will be having a blast on our vacations, more than anything we want to voice our desire to offer the most professional and reliable experience possible.


OUR LOGO Our signature represents our fun family of cruises! It’s colors and symbol all relate closely to the tropical, all while creating a sense of solid travel with a clean san serif typeface to accompany our fun little bird. Both elements of our Signature are easily recognizable and interesting on their own.


Dimensions

LOGO USAGE

Our dimensions are meant to maintain a feeling of closeness. Keep it close, but not so close that our mark is no longer fun, or legible.

It’s really important that we maintain the integrity of our logo. Dimensions, Clear Space, and proportions are all key to delivering our message.

106.5 pt

6 pt

234.5 pt

71 pt 40.5 pt

Minimum Print Size

The size of our logo shouldn’t overwhelm the audience. Instead, it should be big enough to recognize and create slight visual interest, without being the main focus of our campaigns.

165 pt


PALMERA LOGO USAGE 10

Logo Variations

Traditional Signature. Used on our

website, and in formal print elements to represent our brand.

Logotype w/o Symbol. Used most

frequently. Our little guy isn’t there, but it’s just as easy to recognize the brand.

Logo Usage A Full Color on white. For use on a white clean background so our symbol’s colors are vibrant.

B Logotype on white. Used when we are faced

A

B

with space and color limitations. Black is never an option unless print work is being printed grayscale.

C White Logotype on Color. Used on any of

our brand colors reversed out for contrast and for clarity.

D White Logotype on Photography. Used

C

D

over our photography as long as one of our colors is being overlayed on it.


11 PALMERA LOGO USAGE

Do’s and No-No’s A

Stacking Symbol with Logotype. Our

B

Keep it Close! Our symbol should stay within

C

Why So Long? When using the traditional

D

Shadows Matter. The shadows on our symbol

E

Cool and collected. Our little guy should

F

Shadows are good. Our logotype should

G

Too Harsh. In order to keep our voice in tact

little guy should never be stacked with our logotype.

A

B

C

D

E

F

G

H

the established dimensions set. If things get too far apart, they lose the connection we are trying to create.

signature, our symbol should never be altered by stretching, shrinking or enlarging beyond the already set size.

should be kept for depth.

always be blue. He’s not down, it’s just his absolute favorite color!

always keep it’s shadows for depth.

we only use our reversed out (white) logotype on our colors.


COLORFUL & BRIGHT Palmera uses bright, playful, fun colors that are not only eyecatching, but incredibly pleasing to the eye.


15 PALMERA COLOR

Primary Brand Colors Palmera’s main color is a blue reminiscent of the sea. Used for large shapes, full bleed pages, and sub-headers in publications. For headlines and calls-to-action for our advertising, we prefer to use our bright yellow over an overlayed photograph.

CMYK RGB HEX Spot

74, 28, 0, 0 45, 150, 211 #2c96d3 P 113-7 U

CMYK RGB HEX Spot

0, 12, 100, 0 45, 150, 211 #2c96d3 P 113-7 U

Secondary Brand Colors Our secondary colors are used as accents, specifically our salmon and orange color. Those accents can be buttons, navigation, and UI elements for digital use. Our salmon color is to be used sparingly and only to draw attention to something very important.

CMYK RGB HEX Spot

74, 28, 0, 0 45, 150, 211 #2c96d3 P 113-7 U

CMYK RGB HEX Spot

74, 28, 0, 0 45, 150, 211 #2c96d3 P 113-7 U


TALKING WITH TYPE Our typeface choices reflect our mood and narrative. Having an easy to read typeface allows for instant understanding of our message, and shows our customers we care about clarity just as much as we care about them having fun.


11

TYPE MATTERS We don’t want to overwhelm our customers with overly ornate typefaces that derail from our message or voice. Stick to our san serifs and you’ll surely get our message across.

Monopoly This is our prefered typeface for big callto-actions and initiative starters. Usually paired with our bright yellow up against an overlayed photo. Bold and Light.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0


PALMERA TYPE 20

Avenir Family Avenir is our go to typeface for body copy. With it’s round and open shape, it’s the perfect pick to make body copy simple to follow. Specifically Book, and Heavy.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0


21 PALMERA COLOR

Digital Typefaces Open Sans Regular Simple sans serif that views well on-screen and follows the same tune that our print typefaces do with clarity.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Open Sans Bold A bold version of our regular Open Sans to compliment and contrast, as well as highlight important headers and sub-headers.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Notice how the different weights are being used in the tablet version of our website.


BUSINESS SYSTEMS Our identity system is just as important to us as our advertising and marketing campaigns. It’s at the core of our brand and represent us at the most micro-level.


PALMERA BUSINESS SYSTEMS 26

Clear Communication Every component of our identiy matters to us and when said and done, it should make our service matter to the consumer. When developing our business card, letterhead, and envelope, we kept in mind that while these components needed to be completely legible, we wanted them to maintain our voice. Our business card shape plays off of the shape of our signature symbol. The font sizes are as follow:

49.25pt 48pt Card Radius 49.25pt

139pt

PALMERA CRUISES.COM 126pt

Name 10pt Content 9pt

85pt

The weights used are as follow: 10.5pt

Heavy Header Light Content

Jennifer Samantha Doe Vice Chief President Address 5478 Palmera Road, Overland Park, KS 66204 Email jsdoe@PalmeraCruises.com

10pt 8pt

9pt

17.5pt


27 PALMERA BUSINESS SYSTEMS

Clear Communication

217pt

113pt

43pt

5478 Palmera Road, Overland Park, KS 66204

Dear Ms. Smith,

This company’s letterhead is visually complete only when it displays a typewritten letter. The format of the typewritten message and the quality of execution have a great effect on the attractiveness and impact of the finished letterhead.

This is the recommended letter format to complement this letterhead design. The letter is typed single-spaced in a left-block format with double spacing

246pt

between paragraphs. The typeface we have used in Times New Roman and is set at 12 points. The right margin should not be justified and should not exceed the width of this facsimile letter, and the letter should be centered vertically on the page. In any typed correspondence, great care should be taken to insure that your company’s logo is never obstructed in any way. A specific column has been set aside for the symbol which provides it with a presence that ensures that your company’s image is consistent, clear and direct.

Your company’s letterhead reflects your standard of quality. Thank you for taking care to produce an attractive and professional letter.

86pt

Sincerely,

Pa lm era Cr uis e

s.c o

Jane Doe

15pt 113pt

Ema il: In fo@

Our letterhead is structured in a way that makes communicating easy to do. With a simple water mark in the bottom right corner, and our full signature at the top left, we maintain the perfect balance.

44pt

m

P

: ne ho

891 673)5 (91

0


PALMERA BUSINESS SYSTEMS 28

31pt

60pt 12pt

5478 Palmera Road, Overland Park, KS 66204

Correspondence in Style it Vis

63pt

us

at P

alm

era Cru

ises. com a nd

plan the t

rip of a lifetime!

Our business sized envelopes are simple and clean, but with the same hint of fun that we look to show our consumers. There's plenty of space to write addresses, and the back of our envelopes make a statement. With a promise for a vacation of a lifetime, we encourage consumers to visit our website and get started on.


MARKETING & ADVERTISING Good and meaningful marketing is key to our success at Palmera. An easy thing to keep in mind when creating advertisement for our cruiselines, is FAMILY. That's the very core of our advertising campaigns; showing families at our locations, having real experiences that mean something to them. Our goal is to always show the impact choosing us can have.


TANGIBLE PROMISES Print advertising is important to us because it is a means by which we communicate directly with our consumer. It's tangible and should be compelling, fun, exciting and get our consumer ready to start planning a trip with us. Marketing to the consumer should be the ultimate culmination of our branding standards so that we can communicate our message to our audience.


PALMERA BUSINESS SYSTEMS 34


35 PALMERA PRINT ADVERTISING


PALMERA PRINT ADVERTISING 36


DIGITAL Digital advertising & marketing should follow along the same lines as our print media, with the added benefit of interactivity. We have an app for scheduling, and a website with even more features than that.


39 PALMERA DIGITAL MARKETING


PALMERA DIGITAL MARKETING 40


EXTRAS GALORE In our mission to make our guests feel special and appreciated, we make sure to add our flair on as many goodies as possible. Not only does it say we care, it also shows that here at Palmera we are a family too. With our extras we invite you to join that family.


Palmera Brand Standards Manual  

Palmera is a tropical cruise-line that leads to a beautiful beach resort in the Dominican Republic.

Palmera Brand Standards Manual  

Palmera is a tropical cruise-line that leads to a beautiful beach resort in the Dominican Republic.

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