TSABONG ECO-TOURISM CAMEL PARK GUIDELINES. Copyright 2013 All rights reserved

Transcription

1 TSABONG ECO-TOURISM CAMEL PARK B R A N D GUIDELINES Copyright 2013 All rights reserved

2 CONTENTS Mission Statement... Colors... Text... Logos... Clear Space Rules... Variations: Reverses... What Not to Do... Minimum Size... Stationary/ Mailing Label... Envelope... Letterhead... Business Card... Advertisements... Corporate Branding Material... Print Ads... Vehicle Branding... Signage... Website... Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 01

3 TSABONG ECO-TOURISM CAMEL PARK BRAND IDENTITY Creating an inspirational and trusted brand for Tsabong Eco-Tourism Camel Park is one of our main priorities.having a clear, consistent and effective brand identity that our target audiences will understand, recognise and believe in is therefore vital. The Tsabong Eco-Tourism Camel Park Brand Identity plays a key role in helping us to engage - both visually and verbally - with all our stakeholders and promote greater awareness and enjoyment of the reserves and their special qualities. This guide is intended for anyone producing Tsabong Eco-Tourism Camel Park communications and outlines how to apply the different elements that make up the Tsabong Eco-Tourism Camel Park Brand Identity to communication materials, such as: > print publications > web pages > digital media > signs and interpretation panels > exhibition materials > educational materials > maps > promotional merchandise Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 02

4 GLOSSARY Brand: The set of beliefs and expectations associated with an organisation, product or service which differentiate it from its competitors. Brand Identity: All of the visual elements of the brand that work together to create the visual signature of an organisation, product or service. It includes the name, symbol, title and strapline, colour palette, etc. CMYK: A file format suitable for printing in full colour. The initials refer to the ink colours used in full colour process printing: C - Cyan M - Magenta Y - Yellow K - Black Master artwork: The original files for the elements of the brand, copies of which are supplied for appropriate use. Pantone Matching System (PMS): A proprietary system of numbered printing ink colours. Process colour: The four colours used in full colour printing: cyan, magenta, yellow and black. Screen colour (RGB): The basic colours, Red, Green and Blue, used on a computer or television screen to mix and create the whole range of colours. Spot colour: Special premixed inks used instead of, or in addition to the process colour (CMYK) inks. Commonly used where a job is printed in one or two colours rather than in full colour. Strapline: A phrase summing up the qualities, values or aims of a brand or organisation. Typeface (Font): Sets of types or characters in a particular design. Vector Artwork: Drawing programmes such as Adobe Illustrator create vector graphics made of lines and curves defined by mathematical objects called vectors. Vectors describe graphics according to their geometric characteristics. They can be resized without loss of quality. Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 03

5 These logo designs below are the possible ideas for the Seboba Nature and Recreational Park,but in reference to the brand guidelines only one logo design will be used. Logo 1 EC O-TOUR ISM CA ME L PARK Logo 2 Logo 3 TSABO NG EC O-TOUR ISM CA ME L PARK Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 04

6 INTRODUCTION Use Tsabong Eco-Tourism Camel ParkBrand Identity: The Tsabong Eco-Tourism Camel Park Brand Identity (or logo) consists of the symbol, title and (optional) strapline. The symbol and title should be used together whenever possible. However, the symbol can be used on its own if circumstances require this. For example, on signs or merchandising items where the imprint space is very limited. To ensure consistency, the symbol must always appear in colour on a white background whenever possible. However, where the use of the colour symbol conflicts with the colour scheme of a publication or other communication material, the single colour version of the symbol can be used. This document provides essential information on the design, positioning, colour and reproduction of the Tsabong Eco-Tourism Camel Park Brand Identity when applied to all types of communication materials. These guidelines are intended for use by staff from Tsabong Eco-Tourism Camel Park, partner organisations, external agencies and suppliers. The Brand Identity must be used as specified in this manual. It must never be reproportioned or modified in any way. Questions regarding correct use of the Seboba Nature and Recreational Park Brand Identity should be directed to: Symbol Title EC O-TOUR ISM CA ME L PARK Experience the magic of nature Strapline(optional) Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 05 Seboba Nature and Recreational Park Brand Identity Guidelines 01

7 MASTER ARTWORK: (symbol only) symbol only Various different versions of the symbol are available. Each version has been designed for a particular set of reproduction circumstances as described below. They are available in PC and Mac format. The relevant filenames are shown below each version. These various versions are known collectively as the master artwork. The master artwork must not be redrawn or distorted in any way. Process colour version: This version is compatible with the CMYK printing process. Main uses: All communication materials printed in full colour. Spot colour version: This version is compatible with the Pantone Matching System (PMS) and the standards of printing processes. Main uses: All communication materials printed in individual Pantone Black version: Main uses: All communication materials printed in black only, or where the colour version would not stand out enough from the background. White out (reversed out) version:this version produces a white version of the symbol against any coloured background or even pictures. Main uses:all communication materials where the symbol is positioned against a dark colour background. Outline version: This version is compatible with specialist signage processes, which include routed timber and metal casings, which can then be filled in with paint or enamel. Main uses: All specialist signage production processes. Cartographic version: Main uses: All cartographic materials whenever the symbol appears at a size of 10mm or below. Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 06 Seboba Nature and Recreational Park Brand Identity Guidelines 01

8 MASTER ARTWORK: (symbol only) symbol + title Various different versions of the symbol are available. Each version has been designed for a particular set of reproduction circumstances as described below. They are available in PC and Mac format. The relevant filenames are shown below each version. These various versions are known collectively as the master artwork. The master artwork must not be redrawn or distorted in any way. Process colour version: This version is compatible with the CMYK printing process. EC O-TOUR ISM CA ME L PARK Spot colour version: This version is compatible with the Pantone Matching System (PMS) and the standards of printing processes. EC O-TOUR ISM CA ME L PARK Black version: For use in communication materials printed in black only, or where the colour version would not stand out enough from the background. White out (reversed out) version: This version produces a white version of the logo against any suitable coloured background. EC O-TOUR ISM CA ME L PARK Outline version: This version is compatible with specialist signage processes, which include routed timber and metal casings, which can then be filled in with paint or enamel. Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 07

9 symbol + title + strapline Master artwork: symbol + title + strapline: English A strapline has been developed which aims to convey the specialness of client. Various different versions of the symbol, title and strapline are available. Each version has been designed for a particular set of reproduction circumstances. They are available in PC and Mac format and are downloadable.these various versions are known collectively as the master artwork. The master artwork must not be redrawn or distorted in any way. Process colour version: This version is compatible with the CMYK printing process. Spot colour version: This version is compatible with the Pantone Matching System (PMS) and the standards of printing processes. Black version: For use in communication materials printed in black only, or where the colour version would not stand out enough from the background. White out (reversed out) version: This version produces a white version of the logo against any suitable coloured background. Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 08

10 symbol + title + strapline Outline version: This version is compatible with specialist signage processes, which include routed timber and metal casings, which can then be filled in with paint or enamel. Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 09

11 Sizes: sizes This page illustrates the sizes of the NNR logo at various percentages. 100% This is the size at which the NNR logo was originally created. As vector artwork, it can be enlarged many times without loss of crispness. 50% 25% 15% 10% Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 10

12 Position: position It is important that theseboba Nature and Recreational Park brand identity is applied consistently across all its communication materials. It should normally be placed in the top right hand corner of a page. Clear space around the logo is calculated by measuring the height of the SNRP symbol and dividing it by 2. The result gives the minimum space between the logo and the paper edge or other elements on the page. Height: 28 mm EC O-TOUR ISM CA ME L PARK 14 mm ECO-TOUR ISM CAME L PARK 14 mm 14 mm Clear area around logo =50% of height Clear area =14mm all round Quick calculator: Logo size 100% 75% 50% 40% 30% 25% 20% 15% 10% Minimum clear area 46mm 34mm 23mm 18mm 14mm 11mm 9mm 7mm 5mm Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 11

13 Colours: colours The Seboba Nature and Recreatoinal Park brand identity should always appear in the specified colours. Process Colorurs Black C=0% M=0 % Y=0% K=100% Screen Colorurs R=35 G=31 B=32 Brown C=54% M=66 % Y=69% K=59% R=69 G=50 B=42 Orange C=0% M=50 % Y=100% K=0% R=247 G=147 B=29 Orange C=0% M=73 % Y=98% K=0% R=241 G=105 B=35 Green C=66% M=10 % Y=100% K=0% R=101 G=171 B=68 Spot Colours (Pantone Matching System) PANTONE: # 231F20 PANTONE: # 45322A PANTONE: # F7931D PANTONE: # F16923 PANTONE: #65AB44 Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 12

14 Corporate typefaces (fonts) to be used: typefaces To ensure consistency, it is important that all Tsabong Eco-Tourism Camel Park communication materials produced use the same typeface families. English typeface: The typeface used with Tsabong Eco-Tourism Camel Park publications for English text is An Unfortunate Event DeWarped ABCDEFGHIJKLMNOPQ RSTUVWXYZ English typeface: The typeface used with Seboba Nature and Recreational Park publications for strapline is Bell Gothic Std ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 13 Seboba Nature and Recreational Park Brand Identity Guidelines 01

15 Logo Description 1: logo 1 EC O-TOUR ISM CA ME L PARK This logo design comprises of a camel and a flock of three birds juxtaposed over the sun as the main symbol. The sun has two meanings it is a dawn of a new day. this simply means new beginnings. It also represent the sun set. Tsabong is known for its beautiful sunsets. It is an open area and to see the sun sets on those dunes is magical. This is to show Tsabong Eco-tourism Camel Park as a new entity on the rise, and the colours used are warm colours we see in nature especially in Tsabong where there is a lot of sunshine. The avatar represents the type of environment in Tsabong, which is well known as a dry area, semi-arid climate, with a lot of sand. Camels and desert have always been together as seen in movies from Egypt and the Sahara desert. When one sees a camel the first thing that comes in to their mind is desert and in the desert there are sand dunes. Sand dunes are tourist attraction and for one to experience and indulge themselves in to this natural phenomenon you need a camel for a ride. In the future as a means of diversification Tsabong Eco-Tourism park can diversify and venture in to desert games on camel or on foot, games like survival games or sand surfing that will be the magic of nature. The sun in the background is coloured with a gradient to give it depth and a feel of a new empire. The font used stands out in the design as well as it is the main title of the park. It give it more contrast; and the supporting text is in green to symbolize life and environment friendliness Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 14 Seboba Nature and Recreational Park Brand Identity Guidelines 01

16 Logo Description logo 2 This second idea is was inspired by the first logo design, it has a camel head juxtaposed with a circle, which in this case represents the sun over a horizon or a sand dune. The warm colours used represents the environment in Tsabong and the climate. camels and desert have always been together as seen in movies from Egypt and the Sahara desert. when one sees a camel the first thing that comes in to their mind is desert and in the desert there are sand dunes. sand dunes are tourist attraction and for one to experience indulge themselves in to this natural phenomenon you need a camel. in future as a means of diversification Tsabong Eco-Tourism park can diversify and venture in to desert games on camel or on foot, games like survival games or sand surfing that will be the magic of nature. The title and supporting text are written in an arc form both above and below the main symbol to symbolize unity, growth and a new empire. The strap line is written on the sand dune or horizon and the white colour gives it some contrast. Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 15

17 Logo Description logo 3 TSABO NG EC O-TOUR ISM CA ME L PARK The third idea comprises of a camel head juxtaposed with the cactus plant which is found mostly in desert-like environment like Tsabong, and camels consume this cactus plant as it has a high composition of water content-its body is basically a water storage device. This logo is based on terms of simplicity and boldness, the colours used represent the freshness of the brand, the main symbol symbolises unity and tranquillity. The text used compliments the main avatar as it stands out clearly and it is bold enough. The colour green represents vegetation and conservation. it is used in this logo as a symbol of a step in the right direction to conserve the natural resources and benefit from them so that we travel together. the green from a traffic light means now it s your turn to go. Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 16

18 EC O-TOUR ISM CA ME L PARK Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 17

19 Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 18

20 TSABO NG EC O-TOUR ISM CA ME L PARK Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 19

21 Stationery: good practice examples The standard stationary set uses a purple arc on the left side of the logo and listed information. The text is right justified and uses a loose leading. Specific font and leading point is noted.from here on, margins will be noted with red arrows and black lines. All other design element locations will be noted with pink lines and arrows. Label 114 pt 18 pt 18 pt 84 pt 10/12 66 pt L EC O-TOUR ISM CAME L PARK Tsabong Eco-Tourism Camel Park Plot xxxx Kasane Botswana 18 pt -18 pt 114 pt -18 pt Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 20

22 Envelope envelope 123 pt 18 pt 98 pt 18 pt 11/ pt EC O-TOUR ISM CAME L PARK Tsabong Eco-Tourism Camel Park Plot xxxx Kasane Botswana 301 pt 12/12 96pt Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 21 Seboba Nature and Recreational Park Brand Identity Guidelines 01

23 Business cards business cards 18pt 18pt L EC O-TOUR ISM CAME L PARK -18pt -18pt 142pt M Modise Manager Phone: mmodise@seboba.bw Fax: Tsabong Eco-Tourism Camel Park Plot xxxx Tsabong Botswana 10/10 60pt 10/1 101p Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 22 Seboba Nature and Recreational Park Brand Identity Guidelines 01

24 Vehicle Branding vehicle signage ECO-TOUR ISM CAME L PARK Come experience the magic of nature Tsabong Eco-Tourism Camel Park Private Bag xxx Plot xxxx Kasane Botswana Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 23

25 Banners banners EC O-TOUR ISM CAME L PARK EC O-TOUR ISM CAME L PARK ECO-TOUR ISM CAME L PARK Tsabong Eco-Tourism Camel Park Private Bag xxx Plot xxxxtsabong Botswana OUR SERVICES: Camel Riding Safaris Picnic Spot Game Viewing Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 24

26 Premises Signage signage EC O-TOUR ISM CA ME L PARK TSABONG ECO-TOURISM CAMEL PARK LOT 243 PORTION 124 OFFICE NO. 53 FIRST FLOOR PRIVATE BAG XXX PLOT XXXX TSABONG BOTSWANA Experience the magic of nature Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 25

27 EC O-TOUR ISM CAME L PARK Staff Wear uniforms EC O-TOUR ISM CAME L PARK EC O-TOUR ISM CAME L PARK Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 26

28 advertising + billboard Advertising In the advertising, we introduce the tagline Come experience the magic of nature. The goal of this tagline is to attract locals and tourists. Billboard This is a billboard design for the park. The colors and motion in the image catch the viewer s attention. The message is solidified with the use of the tagline. All billboards are to be eye-catching with a clear message. EC O-TOUR ISM CAME L PARK Experience the magic of nature EC O-TOUR ISM CAME L PARK Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 27

29 Marketing material stationery material EC O-TOUR ISM CAME L PARK EC O-TOUR ISM CAME L PARK Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 28

30 Mobile truck mobile truck EC O-TOUR ISM CA ME L PARK Tel: Fax: Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 29

31 Print Ads The print ads are to be done in the same style as the billboards. However,since they can be seen close up and for an extended period of time, more information may be included; for example, in the website. print ads 2013 REPORT corporate publications Come experience the magic of nature GUIDE flyer Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 30

32 website Website The final feature of the Tsabong Eco-Tourism Camel Park brand identity is a website. With the website, we once again make use of a large, dynamic image, this time for the background. One also appears in the footer, along with the logo in white. The header features the logo in its full color version as well as the color arcs seen in the stationary set and brochure. These basic elements appear throughout the entire website. Home About Us Events What s On Join Our Club Contact Us kjasfihio lasmv;flas klfjaskl as;lvf;ska lasvfkas xfhjmk,gf EC O-TOUR ISM CAME L PARK HJKJASCK DHJASGC SSH HJKJASCK DHJASGC HJKJASCK DHJASGC SSH HJKJASCK DHJASGC HJKJASCK DHJASGC SSH HJKJASCK DHJASGC HJHGCFASFKJ KJHNASFKL ASFKLL ASFKL DFSHDRFSH SPRING BONANZA SPECIALS 2013 Other sites: kdsfkhnl dsgdaeg kdsfkhnl dsgdaeg kdsfkhnl dsgdaeg kdsfkhnl dsgdaeg kdsfkhnl dsgdaeg kdsfkhnl dsgdaeg kdsfkhnl dsgdaeg DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDH- BDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJBV DDHBDKJBV DDHBDKJB DDHBDKJB DDHBDKJB DDH- BDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDH- BDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJBV DDHBDKJBV DDHBDKJB DDHBDKJB DDHBDKJB DDH- BDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB DDHBDKJB Come experience the magic of nature Tel: Fax: Copyright 2013 All rights reserved Tsabong Eco-Tourism Camel Park Brand Identity Guidelines 31

33 This presentation was brought to you by HIGH DEFINITION MEDIA 2013 All rights reserved P O Box Gaborone Botswana Cell: (+267) highdefinitionmediaa@gmail.com