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Tourism | How We Communicate COUNTRY IMAGE - VISUAL IDENTITY VISUAL IDENTITY

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Tourism | How We Communicate COUNTRY IMAGE - VISUAL IDENTITY VISUAL IDENTITY Tourism | How we communicate COUNTRY IMAGE - VISUAL IDENTITY VISUAL IDENTITY Creating the brand spirit The country brand represents everything that Chile has to offer the world. As a way to promote its growth and achieving a larger and more precise knowledge, it is important to take advantage of each opportunity to communicate its essence and key characteristics properly. Therefore, we must ensure that all messages conveyed by the country brand, for both internal and external audiences, consistently reflect the brand positioning. The implementation of all elements that constitute our visual identity must always be coherent, and for that we have developed a CHILE, COUNTRY BRAND COMMUNICATIO- NAL GUIDE. All communication must follow the abstract contents of the following guide. The guide sums up the concepts and key messages that will help promote the interpreta- tion of the positioning, distinguishing and differentiating the brand among the different audiences that will relate with it. COUNTRY IMAGE If you do not have copy, please download it here: www.imagendechile.cl http://www.imagendechile.cl/catalogo/nuevoposicionamiento/index.html COUNTRY IMAGE | LOGOTIPE MAIN IMPLEMENTATIONS The brand may be used in any of the 5 colors that constitute the institutional palette, with neither one of the versions predominating above the rest. LOGOTIPE SECONDARY IMPLEMENTATIONS The secondary version will be reserved for special occasions and situations that merit its use, be it technical or due to color quantity, visual weight, layout design or materiality. The main version must always be preferred. The black and white version may be used when there is a limitation in the printing system. COUNTRY IMAGE | THE COLOR CHILE BRAND COLORS The Chile chromatic palette is based on the one defined for the country brand: gray, red, yellow, turquoise and blue. Blue represents trust and security, approaching a stable and corporate world. It is also part of the patriotic colors and of the vast seas. Turquoise represents tranquility and a harmonic balance between the classic and new, and it speaks of wealth, innovation, stability and inspiration. Yellow alternates energy and brightness with receptiveness and friendliness. It is the sun and living desert. At the same time it interprets energy, movement, closeness, and the vita- lity and mineral riches of the country. Red is a color historically used as a national symbol, and it results dynamic, stimulating, powerful and expanding. It represents passion, power, attention and it is part of the patrio- tic emblems. Gray contributes sophistication and results very appropriate for communications that requi- re a more corporate, formal or serious tone. Black will be reserved for implementations in which there are no other corporate color op- COLORS tions. PANTONE 185C PANTONE 2945 CMYK C0 M100 Y81 K0 CMYK C100 M68 Y17 K5 RGB R235 G0 B40 RGB R0 G76 B151 HTML eb0028 HTML 004C97 PANTONE 137C PANTONE COOL GRAY 11C CMYK C0 M44 Y94 K0 CMYK C62 M52 Y46 K40 RGB R255 G163 B40 RGB R85 G85 B489 HTML ffa300 HTML 555559 PANTONE 632 CMYK C88 M18 Y23 K3 RGB R0 G145 B178 HTML 009b2 COUNTRY IMAGE | THE COLOR COMBINATIONS OF THE CHROMATIC PALETTE Below, you will find how the color palette is applied within a graphic design, where the use of colors presented in this guide must be respected. It is important to consider that the use of a main color should ideally be contrasted with another secondary one. It is possible to use the combination of two colors (three, in case one of them is gray), respecting the contrasts among them. AMONG COLORS COLOR COMBINATIONS GRAY + 1 COLOR GRAY + 2 COLOR COUNTRY IMAGE | THE COLOR USES NOT PERMITTED Following are some samples of color implementations that are NOT allowed. 4 OR MORE COLORS IN THE SAME GRAPHIC DESIGN 3 OR MORE COLORS IN THE SAME GRAPHIC DESIGN (WITHOUT COLOR CONSIDERING GRAY) COMBINATIONS GRADED TINTS AMONG COLORS INCORPORATE NEW COLORS TO THE PALETTE COUNTRY IMAGE | TIPOGRAPHY THE TYPOGRAPHY Chilean Typography Typography is the essential part of the visual identity. The Chilean typography was specia- lly designed for the Chile country brand, being used whenever possible in tourism related communications. The constant and consistent usage of the same family typography favors the immediate acknowledgment of all the brand communications. ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 CHILENA GRUESA CONDENSADA ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 TYPOGRAPHICAL CHILENA FINA TONE ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 CHILENA REGULAR ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 CHILENA GRUESA ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 CHILENA ITALIC FINA ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 CHILENA ITALIC REGULAR ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 CHILENA ITALIC GRUESA COUNTRY IMAGE | PHOTOGRAPHIC STYLE PHOTOGRAPHIC STYLE SOPHISTICATED RUSTIC The essence of the “Chile attracts due to the vitality of its contrasts” brand is the core concept. It is not about a verbal complement, but of a concept that determines a key con- trast style: the “sophisticated-rustic”. As a style it is understood (from the visual identity and the photographic style in particular) the way in which things are shown. A sense is built according to the way in which certain recurring elements are combined, forming a distinctive structured combination, or in a way proposing an identifiable position within a wider combination of visual stimuli. The sought effect is to not only recognize the uniqueness of style, but its differentiation as well. PHOTOGRAPHIC COUNTRY IMAGE | TIPOGRAPHY STYLE “Chile attracts due to the vita- lity of its contrasts” COUNTRY IMAGE | PHOTOGRAPHIC STYLE PHOTOGRAPHIC STYLE SOPHISTICATED RUSTIC WHERE THE VITALITY OF THE CONTRASTS IS TRANSLATED INTO A VISUAL PROPOSAL. The “sophisticated rustic” imagery relates and portrays the Chilean daily characteristics, asi- de from the northern, central, southern, and of course, insular traditional Chile activities. The proposal is to rescue the contrasts among what is popular and massive, and what is modern and global; but in a simple and exclusive manner allowing the observer to become a part of the scene. It is important to reflect the essence of the contrast: our people and their traditions, the imperfection and spontaneity, but with a sophisticated view of the captured situations. The “sophisticated rustic” style uses close-ups to evoke closeness, and a low depth of field to emphasize raw materials, textures, faces and features that best identify Chile. When PHOTOGRAPHIC opening the fields, it will be intended to show people interacting with their surroundings. All are technical resources that contribute in building effects that give forth to the chosen style, STYLE without having to be literal and explicit. COUNTRY IMAGE | PHOTOGRAPHIC STYLE IMAGES They must respond to the functionality, strengthen the graphic design and especially the destination. This translates into images that do not create much distraction, this means: • Clean images • Visually simple • Visually harmonic • Evoking closeness What is most important is to consider the format in which they will be implemented, the framing of the composite, and the resolution and focus must work for the design. PHOTOGRAPHIC STYLE TOURISM COUNTRY BRAND - TOURISM - CONCEPTS CONCEPTS WHAT CONCEPTS SHOULD WE INCLUDE IN OUR MESSAGES? EXTREME TERRITORIES The long and thin territory promotes the coexistence of stimuli for the senses and emotions: the contemplation of the Patagonia trails, with its glaciers and the vertigo of the challenging Andes; the speed of the cities, with their own cultural diversity and the tranquility of the desert. VOCATION FOR PROGRESS A distant but connected country(infrastructure), while protecting places in their pure state (environmental care). TOURISM TRADITIONAL, BUT MODERN We are a society open to the world where traditional values related to education, comfort and family intimacy coexist with the respect for diversity, openness and exchange with other cultu- res and nations. RELIABLE BOND A safe, foreseeable and stable destination; easy to travel and visit, due to its airport and hi- ghway infrastructure, enabling the possibility to enjoy with confidence all the incentives it enclo- ses: extreme sports and calm walks; the urban comfort and challenging nature, with its extreme temperatures; Chiloé myths and legends and all the astronomy progress. COUNTRY BRAND - TOURISM EXTREME TERRITORIES A distant geography protecting nature in its pure and unexplored state; containing numerous “contrasts and variations”, a unique richness where extremes attract each other and coexist (although they could never be together). Extremes from which adventures are born and journeys encounter fortresses and the most varied emotions that meet the Chilean character. CHILE In experiences Extremes from which adventures are born and journeys encounter fortresses and the most varied emotions that meet the Chilean character. COUNTRY BRAND - TOURISM CONCEPTS We want Chile to position itself as a country of “unique experiences, of capti- vating landscapes due to its beauty and variety, traditions and customs.” A country with tourist conscience, that develops sustainable tourism. A country that seeks to incorporate local communities and that works to diminish negative environmental effects. WHAT DO CHILE IN EXPERIENCES The
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