camp xpress brand guide

Brand Guide

Designed by Justin Alcazaren

Table of Contents Brand Essence Identi t y 1 Bel iefs Promise Mood Board 2

Iconography 3 Typography 4 Logo Usage Combination 5-7 Wordmark Icon Applications 8

Do s and Don ts 9-10 Colours Colours Used 11 Colour Meanings 12

Identity Camp Xpress is a

new creative learning

camp launching this

summer of 2015

and we promise to

deliver a fun learning

environment for the

youth. From science,

to spor ts, to music,

Camp Xpress wil l

have al l the fun

and learning in one

place.

Beliefs We believe that the

key to a successful

country star ts by

preparing the youth

for the real world.

We also believe that

learning should be

fun, and excit ing.

These values are

what we l ive up to

and commit to deliver

a new learning

experience everyday.

Promise We promise an

enjoyable learning

environment by

creating creative

exercises, team

based projects,

challenging

activi t ies, and

by providing

knowledge that

would help the youth

become productive

individuals in the

future.

Brand Essence

Camp Xpress|Brand Style Guide|2015 Camp Xpress|Brand Style Guide|2015

1

Camp Xpress focuses on fun learning activi t ies by teamwork geared

towards youth, and the brand should ref lect those values as well .

Mood Board


2

Iconography

3

Camp Xpress|Brand Style Guide|2015

Bauhaus STD Bold

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

With all the three elements combined; teamwork, fun, and technology, Bauhaus captures it all by its geometric, smooth, and modern design. Bauhaus STD Bold was chosen mainly for the its capital X, which could simultaneously be X and C at the same time, which suits best for Camp Xpress. For marketing, Futura

PT may also be used.

Typography

4


Combination

The main logo is a combination of wordmark and an icon; which resembles a power button, a tree house, and a lightbulb. This logo can be used on blank shirts, or any white material associated with the camp.

5


Wordmark

The wordmark may be used on smaller rectangular objects such as pens or pencils, belts, wallets, and or pants. This wordmark can be used on the Xpress Yellow, Xpress Green, or plain white background. For more details, please refer to pages 9 & 10.

6


Icon

The icon can be placed on a dark green or plain white background. This includes shirts, mugs, phone cases, and other materials that is associated with Camp Xpress.


7

Applications

All the logos should never appear on anything associated with drugs, crime, violence, and sexual and/or explicit content.


8

Dos

The combination, workmark, or icon may be used ONLY independently.The combinaton and icon may only be placed on a white background while wordmark may be placed on the Xpress colours. For different usage of these logo types, please refer to pages 5-8.

Strictly only for wordmarks: if the colour of the background is the Xpress Green, the arrow and est. 2015 should be changed to Xpress Yellow, or vice versa. The typeface or its colour should never be changed.


9

Donts

Gradients should never be used on any part of the logos. Rearranging, adding effects, recolouring, or altering the logo is never allowed either.

Strictly only for the combination: when placed on a picture, there should be a white swoosh *roomy enough for the combinaion mark and should always be at 90% opacity. Other colours shouldnt be used even if its the Xpress Green or Xpress Yellow. *logo placement and size on an image should follow the rule of thirds.


10

COLOURS CMYK RGB PANTONE HEX

0 29 94 0 253 187 39 1235 C FDBB27

79 10 45 0 0 168 158 3272 C 00A89E

0 0 0 53 141 144 146 7540 C 8D9092

0 0 0 83 81 82 84 Black C 515254

Colour Grayscale Reverse

Colours

11


Yellow was chosen because it represents creativity, fun, energy, and friendliness. The circle was in this colour to make the icon look like a lightbulb, thus

emiting light and energy. Green indicates nature, health, peace, and growth, hence the use of the colour.

The wordmark is black for easy readability. The X was cut in half to make it read C when half but also reads X at the same time.

12


Camp Xpress Est. 2015 Justin Alcazaren

camp xpress brand guide

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