brand book - login.foxyms.co.nzwe like our brand to be represented uniformly over all our...
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Brand book* *because rules are made to not be broken
B G o O r a n g e . c o . n z
Go Orange! the story unfolds...
CG o O r a n g e . c o . n z
Passion. What makes you exist
To create attainable & valuable New Zealand experiences with personality.
D G o O r a n g e . c o . n z
Vision. What you want to do with your existence
To become New Zealand’s leading tourism brand for value and personality.
EG o O r a n g e . c o . n z
Mission. How you will go about it
Offer similar products to competitors but add value or lower the price, and present it with personality.
F G o O r a n g e . c o . n z
Our audience.Price conscious independent travellers from New Zealand, Australia, Japan and the UK; between the ages of 20 and 40 (and also seniors who wish to reconnect with their youth).
GG o O r a n g e . c o . n z
We want them to feel... ... appreciative of a brand that opens up opportunities and offers a good deal. Feel part of a fun, vibrant, genuine community.
H G o O r a n g e . c o . n z
The elevator pitch. The most important thing for people to know is...
We provide awesome New Zealand experiences in Milford and Doubtful Sounds at sweet prices.
IG o O r a n g e . c o . n z
Personality.Relaxed, cool, quirky, cheeky, bubbly, unique, young, playful, reliable, dependable, funky, positive.
J G o O r a n g e . c o . n z
Benefits.Feeling happy; sharing stories with friends & family; reflecting on a good day; building the memory bank; expanding your horizons; making new friends; money well spent.
KG o O r a n g e . c o . n z
Tag line. Should be simple and communicate the most important thing you want your audience to know.
The most important things: scenic + personality + New Zealand + value + orange
L G o O r a n g e . c o . n z
our brand
sugar and spice and all things nice.This is what our core brand is made from...
Our Company name
Tag line
Orange leaves
The colour orange!
MG o O r a n g e . c o . n z
Use of the Primary colour is preferable, whilst the Secondary colours are used to support the brand and should never be used to soley represent it... we are called Go Orange after all!
our brand – colour
PMS OranGE 021C
RGB 242/140/0
CMYK 0/53/100/0
Primary – Core Secondary – Accent #1 Secondary – Accent #2 Secondary – Accent #3
PMS 368C
RGB 128/186/39
CMYK 57/0/100/0
PMS 600C
RGB 255/250/202
CMYK 0/0/29/0
PMS 424C
RGB 133/133/132
CMYK 0/0/0/61
n G o O r a n g e . c o . n z
We like our brand to be represented uniformly over all our communications, but it doesn’t have to be boring. Use the type creatively to bring your message to life, however don’t overcrowd layouts with too many type styles.
our brand – typography
A typical headingWith some introductory text followed byA little more descriptive text with some items picked out as being especially important.
OG o O r a n g e . c o . n z
our brand – typography
RockwellUse bold in main headingsand regular for stand out text, for example introductory paragraphs.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
aBCDEFGHIJKLMnOPQrSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
A little imagination goes a long way.
P G o O r a n g e . c o . n z
our brand – typography
Gotham Roundeduse bold caps for important descriptive textAnd Book for body copy.
do
n’t
feel
lim
ited
feel
free
to expe
ri-
men
t
abcdefGHiJklmnopQrstuvWxYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
QG o O r a n g e . c o . n z
logo usage
This is our brand. Love it. Use it. Just follow this guide on how to use it properly so it stays looking as fresh as the day it was born!
love me and use me, just don’t abuse me.
r G o O r a n g e . c o . n z
logo usage – acceptable use
Reversed out
Reversed out – special use
Positive
Positive – special use
Newsprint
Newsprint – special use
SG o O r a n g e . c o . n z
4.5mm / 30px Without tagline
6mm / 47px With tagline
‘O’ CAP HEIGHT = X
x/2
x
Free space
We all like room to move, a bit of personal space, yeah? Well, our logo hates being crowded too, don’t cramp it’s style!
Minimum size
The minimum recomended size for the logo is 6mm / 47px high. In exceptional circumstances the tag line may be dropped and the height reduced to 4.5mm / 30px.
Lockup with other logos
Where possible the Go Orange logo should lead, and always have the same visual presence as the logos around it.
logo usage – free space and size
T G o O r a n g e . c o . n z
Disproportionately scaled
Modified graphical element (keyline, special effects, incorrect font)
Incorrect colour usage
Go Orange!
logo usage – incorrect use
UG o O r a n g e . c o . n z
collateral examples
listen up at the back of the class, some examples...
V G o O r a n g e . c o . n z
collateral examples – press advert
MILFORD SOUND CRUISE
MIL
FO
RD
SO
UN
DD
OU
BT
FU
L
SOU
ND
$75Iconic New Zealand at a sweet price.
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Book now: 0800 123 456 GoOrange.co.nz [email protected]
sweet deal
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