Brand Standard Guide

Brand Standard Guide

Contents 03 Strategic Brand Strategy 04 itravel2000 identity - The logo 05 Clear Spacing 06 Correct Usage of Logo 07 Corporate Colours 08 Typeface Online & Print 09 Imagery & Visual Tone 10 Tagline 11 Headers 13 Home Page Ads 14 Promo Boxes 15 Landing Pages 16 Iconography 17 Online IAB Ads 18 Contact Information itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 2

Strategic Brand Overview Welcome to itravel2000 Strategic Brand Guidelines itravel2000.com is Canada s largest pure online travel retailer. It was founded in 1994 with the sole purpose of offering the Canadian travel consumer superior customer service, travel selection, the best value and the lowest prices guaranteed on travel and travel-related products. The brand identity is comprised of a few core components: the logo, colour, typeface, and imagery. Specifications for each of these identity components, their various elements and alternative uses are described in the following pages. Care should be taken to ensure that the correct specifications and versions are used in all and every applications. itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 3

itravel2000 identity The logo Here are guidelines for the proper use of itravel2000 logos. When using itravel2000 logos, you must adhere to these guidelines. The itravel2000 logo is available online at PREFERRED CHOICE http://www.itravel2000.com/medialogos.aspx Identity variations The itravel2000 logo is never to be typeset, drawn manually or using computer graphics. Care should be taken not to distort the logo when sizing digital versions. FOR LIMITED USE PREFERRED CHOICE - The itravel2000 logo should always appear in the itravel2000 orange 1.0 wherever possible. Refer to the Correct usage of the logo section for things you cannot do. ALTERNATE CHOICE - For limited use only the itravel2000 logo should appear in white is if it has an itravel2000 orange or on a background - refer to Correct usage of the logo. Minimum logo size To ensure visibility, readability and accessibility, the logo is not to be smaller than 0.25 high on printed or 30px high on web publications. Specialist applications that require the logo to be smaller than this must be approved by the Marketing Department Creative Manager. The minimum size for reproduction of the standard logo in print is 0.25 high. The minimum size for reproduction of the reversed logo is 0.3 high. PREFERRED CHOICE - MINIMUM SIZE FOR LIMITED USE 0.25 0.3 itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 4

Clear Spacing Clear Spacing around the logo For the logo to maintain impact, the surrounding area must be open and uncluttered. Careful consideration must be used when placing the logo close to graphic elements (refer to diagram for correct measurement for clear space requirements). This space is designed to ensure legibility. The same clear space rule applies for all applications of the logo. The minimum clear space is equal to the width of the 0 in the logotype. Regardless of the logo size, the minimum clear space, as shown, must be maintained on all four sides itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 5

Correct usage of the logo Correct Usage & Permissions THE DON TS! 1. Don t place the logo on a similarly coloured background. 2. Don t change the logo s orientation 3. Don t outline the logo in any colour 4. Don t alter the relative size of any of the elements comprising the logo. 5. Don t change the logo colours from approved corporate colour palette. 6. Don t replace the plane for any other graphic 7. Don t add a drop shadow effect to the logo. 8. Don t run the logo over a coarse-screen or a coarse pattern or busy image 9. Don t crop any elements of the logo 10. Don t stretch or skew any elements of the logo. Background colour Orientation Outline Reconfigure Replacement of Plane Drop Shadow Busy Photo or Cluster Pattern Crop Colour Squeeze and Stretch itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 6

Corporate Colours Colour Palettes Our logos should always be used in the itravel2000 orange 1.0 of the approved itravel2000 color palette. The logo has been designed for use, preferably, in the itravel2000 orange, and in white. Every attempt should be made to use the logo in the color version. There may be some situations which do not allow the colour usage. In these instances, the alternate one color versions may be used. PREFERRED COLOUR PALETTE -- ITRAVEL2000 ORANGE orange 1.0 Pantone 172 CMYK 0 / 53 / 100 / 0 RGB 255 / 121 / 0 HEX #FF7900 Additional online resources are available for distribution. Visit http://kuler.adobe.com/#create/fromacolor SECONDARY COLOUR PALETTE orange 2.0 Pantone 137 CMYK 0 / 37 / 100 / 0 RGB 255 / 161 / 0 HEX #FFA100 grey 1.0 Pantone 7545 CMYK 27 / 12 / 0 / 56 RGB 81 / 98 / 111 HEX #51626F blue 1.0 Pantone 298 CMYK 61 / 21 / 0 / 3 RGB 96 / 196 / 248 HEX #60C4F8 grey 2.0 Pantone 422 CMYK 0 / 0 / 0 / 35 RGB 67 / 67 / 67 HEX #A7A7A7 itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 7

Typeface Online and Print The typefaces The typefaces chosen in the itravel2000 identity are Myriad Pro, Arial, Reklame Script & Museo Script. These have been chosen because of their clarity, legibility. For continuity and simplicity, we only use the 4 type families in our communications. These typefaces families are available in many different forms and can be applied to both print and on-line. If these typefaces are not available, please choose a typeface with similar characteristics i.e. Helvetica for Macintosh users. For visual consistency, all copy must be used in grey 2.0, the itravel orange 1.0 is to be used when highlighting or emphasizing a words and for headlines. TYPE STYLE Avoid italics and excessive use of capital letters as these letter forms affect the outline shape of words and are therefore more difficult to read. LETTER SPACING Ensure adequate even spacing between letters, they should never appear to touch. WORD SPACING Keep word spacing even. Don t condense or stretch lines of type to fit a particular measure. HYPHENATION Don t split words at the end of lines. MYRIAD PRO - PREFERRED FONT Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.:;?! REKLAME SCRIPT - SECONDARY FONT Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ARIAL - ONLINE BODY COPY FONT Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.:;?! MUSEO SLAB - SECONDARY FONT Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.:;?! itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 8

Imagery and Visual Tone Key principles & how to use images The ideal imagery to be used in itravel2000 marketing material should have the essence of the imagery found on this page. SKY AND CLOUDS 1 A few words to describe the preferred imagery would be beautiful, warm, friendly, bright, fun and energetic. LANDSCAPES 2 High contrast of images with blue background which is similar to the corporate blue 1.0 is to be used to help emphasize the corporate colour palette Whenever possible apply/use it2k colour palette to accentuate the imagery. 3 The use of people in the imagery is strongly recommended in order to evoke emotion and a connection with the consumer. Don t overcrowd the images with text and design elements. PEOPLE AND FUN LANDMARKS itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 9

Tagline Tagline The itravel2000 tagline Wherever you want to go! can be used with and without the logo. The idea behind this concept is to evoke a tone of the brand. Using the tagline reinforces the idea that the consumer is at the center of our marketing efforts - the consumer is offered what he wants, and not what we have to offer him. The customer-centric approach is aimed at setting us apart from the competition and build closer relations with the consumer. Wherever YOU want to go HORIZONTAL TAGLINE Wherever YOU want to go STACKED TAGLINE Wherever YOU want to go The tagline can only be positioned next to the logo given it s clear space requirements. itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 10

Site Graphics Headers This standard page Header follows the branding strategy principles outlined in section Imagery and Visual Tone. There are multiple header sizes for the site. All headers will follow these standard header principles. Allow for proper white space around all text within the ad to properly display the imagery chosen for the ad. Any large text above 94px must be used sparingly and should not overwhelm the overall ad message. Don t over crowd the ad with too many design elements and restrict the text copy so the overall message isn t lost. Any additional design element to be added for sales impact must come from the approved iconography, which is outlined in the section iconography. The following will outline each header individually with the approved different standards, which must be applied to each. DEALS PAGE dimensions for this graphic will be 948px x 240px. The wherever YOU want to go! tag must be on all headers with the approved page curl & drop shadow. Headline text size must fall within 48pt to 94pt and follow the branding standard principles outlined in section Typeface Online & Print. All secondary text should remain smaller than the headline text the approved size for this text is 14pt to 21pt. itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 11

Site Graphics Headers INFO PAGE (PRODUCT, SUPPLIER, & HOTEL dimensions for this graphic will be 948px x 320px. The wherever YOU want to go! tag must be on all headers with the approved page curl & drop shadow. Headline text size must fall within 48pt to 94pt and follow the branding standard principles outlined in section Typeface Online & Print. All secondary text should remain smaller than the headline text the approved size for this text is 14pt to 21pt. DEALS TYPE PAGE dimensions for this graphic will be 740px x 240px. Headline text size must fall within 48pt to 94pt and follow the branding standard principles outlined in section Typeface Online & Print. All secondary text should remain smaller than the headline text the approved size for this text is 14pt to 21pt. itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 12

Site Graphics Home Page Ads This standard Home Page web ad follows the branding strategy principles outlined in section Imagery and Visual Tone. This ad must have a yellow click here for more details button in the bottom left corner. Headline text size must fall within 32pt to 72pt and follow the branding standard principles outlined in section Typeface Online & Print. Any larger text must be used sparingly and should not overwhelm the overall ad message. Allow for proper white space around all text within the ad to properly display the imagery chosen for the ad. All secondary text should remain smaller than the headline text the approved size for this text is 14pt to 21pt. Don t over crowd the ad with too many design elements and restrict the text copy so the overall message isn t lost. Any additional design element to be added for sales impact must come from the approved iconography, which is outlined in the section iconography. The dimensions of the ad must be 627px x 238px and must have the 6pt rounded corners. itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 13

Site Graphics Promo Boxes This standard Promo Box follows the branding strategy principles outlined in section Imagery and Visual Tone. All promo boxes will follow these standard principles. Allow for proper white space around all text within the ad to properly display the imagery chosen for the ad. Any large text above 72px must be used sparingly and should not overwhelm the overall ad message. Don t over crowd the ad with too many design elements and restrict the text copy so the overall message isn t lost. Any additional design element to be added for sales impact must come from the approved iconography, which is outlined in the section iconography. Promo box dimensions for this graphic will be 304px x 164px. Headline text size must fall within 32pt to 72pt and follow the branding standard principles outlined in section Typeface Online & Print. All secondary text should remain smaller than the headline text the approved size for this text is 14pt to 21pt. itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 14

Site Graphics Landing Pages The standard Landing page follows the branding strategy principles outlined in section Imagery and Visual Tone. All landing pages will follow these standard principles and will require the appropriate header graphic practices be followed which are outlined in the section Site Graphics Headers. Allow for proper white space around all text and design. All text must fall within the approved CSS styles. Whenever possible place the text and design elements within a proper grid layout the itravel2000 site uses a 2, 3 and 4 column grid layout. Don t over crowd the ad with too many design elements and restrict the text copy so the overall message isn t lost. itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 15

Site Graphics Iconography The itravel2000 iconography is designed to help define and educate the consumer of key elements on the site. The design is simple and whenever possible they are based in the itravel2000 colour palette. The iconography of the site also includes the sale icons to help define and promote product sales. Below are examples of the site icons and sales icons. EXAMPLE OF SITE ICONS EXAMPLE OF SALES ICONS itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 16

Off Site Graphics Online IAB Ads This IAB standard Online Ad follows the branding strategy principles outlined in section Imagery and Visual Tone. All IAB ads will follow these standard principles. Allow for proper white space around all text within the ad to properly display the imagery chosen for the ad. Any large text above 72px must be used sparingly and should not overwhelm the overall ad message. Don t over crowd the ad with too many design elements and restrict the text copy so the overall message isn t lost. Any additional design element to be added for sales impact must come from the approved iconography, which is outlined in the section iconography. These are the online Ad dimensions IAB standard sizes 300px x 250px, 160px x 600px, 728px x 90px. The wherever YOU want to go! tag must be on all IAB ads. The itravel2000 logo must be on white in the lower third of the ads. Headline text size must fall within 32pt to 72pt and follow the branding standard principles outlined in section Typeface Online & Print. All secondary text should remain smaller than the headline text the approved size for this text is 14pt to 21pt. itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 17

Wherever YOU want to go itravel2000 Address 2350 Matheson Blvd East Mississauga, ON, L4W 5G9 Canada Hours of Operation (EST) Monday Friday: 8:00 a.m. 5:30 p.m. Saturday & Sunday: Closed Contact Inquiries 905.267.4415 thumphries@itravel2000.com Tom Humphries - Brand Manager itravel2000 Brand Standards Guidelines. All Rights Reserved. 2012 18