photography

Brand Guidelines

Version 1.0 / MAY 2010

1 Great himalaya trail brand guidelines photography

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Contents

1 Introduction 8 posters

2 the Elements 5 Colours 9 examples 5.1 Introduction 9.1 Banners 3 the Logo 5.2 Colour swatches 9.2 T-Shirts 3.1 Name style, Logo square 5.3 Tints 9.3 Postcards and coloured trail 3.2 Principles of use 6 photography 10 Brand elements DVD 3.3 Clear zone area 6.1 Style of photography 3.4 Minimum size 6.2 Photography examples 11 Further help 3.5 Variations 3.6 Black and White 7 stationery 7.1 Business cards 4 typefaces 7.2 Letterhead 4.1 Hermes - main brand font 4.2 Helvetica - Secondary font

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1. introduction

The aim of this little guide is to help you create consistent and ‘on brand’ communications in the Great Himalaya Trail (GHT) style.

The Great Himalaya Trail style is young and vibrant to reflect the adventure lifestyle it represents. If you need any further help or clarification on how to use these guidelines you can contact a member of the GHT Brand team.

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2. the elements The Logo typefaces

The GHT Brand is made up of four different elements: Logo, Typefaces, Colours hermes and Photography. helvetcia

This is your toolkit for creating new Posters, leaflets, T-Shirts, signs or anything else hermes that is designed in the GHT style. A branding system is a kit of parts which can come helvetcia together in an endless variety of ways to form new materials. Each part of the system hermes has been carefully designed or chosen to best represent The Great Himalaya Trail. These guidelines show you how to use each part correctly and effectively.

colours photography

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3. tHE GHT logo

The GHT logo incorporates a simplified map of the actual Great Himalaya Trail which passes through . This has been designed in nine vibrant colours which merge into each other as they pass through the various regions along the trail.

The words ‘THE GREAT HIMALAYA TRAIL’ have been specially designed to sit comfortably above the coloured trail. Both elements are housed in a black square which can then be placed over images or within larger areas of black (see cover for example).

The logo and all its component parts have been specially drawn and should always be reproduced from the master artwork files, available on the Brand Elements DVD.

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3.1 Name style, Logo Square and Coloured Trail colour trail name style

The logo square has been designed so that name style and coloured trail can always maintain a black background. The logo can be positioned on any background, as long as NO text or graphics encroach on the clear zone area around the logo square.

The coloured trail has been created as a gradient of the nine different colours. These are the main brand colours and should never be substituted or changed in any way.

The name style is designed in the primary GHT brand font called ‘Hermes.’ This should always appear in white and above the coloured trail and never altered in any way. There are some specially drawn variations of the logo (see variations) where the relevant region name (i.e Dolpa) appears under the coloured trail.

The logo and all its component parts have been specially drawn and should always be reproduced from the master artwork files, available on the Brand Elements DVD.

black background logo square Clear zone

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3.2 Principles of use NEVER flip THE LOGO NEVER TWIST THE LOGO

It is important that the logo is always used consistently and correctly and never in a way which would damage the integrity of the design.

• The logo should never be shown backwards or in mirror image.

• The logo should never be shown rotated at an angle.

• The logo should never be stretched horizontally or vertically. NEVER STRETCH THE LOGO NEVER add any effects to the logo

• The logo should never be displayed with ANY effects added. This includes: drop shadows, gradients, frames, corner effects, highlights, blurring, embossing or any other effects.

• The logo or any of the component should never be reproduced in another colour.

• The logo should never be redrawn. NEVER CHANGE any of THE COLOURs NEVER attempt to redraw the logo

The great himalaya trail

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3.3 Clear zone area

As the key visual identifier, the GHT logo is the most important branding element in 50% 25% the design layout of any communication. For this reason it is important to maintain a ‘clear zone’ around the logo. To have any other element or design feature located too close to the logo would undermine its identity and may render it unrecognisable. Use the adjacent diagram to assess the clear zone.

Calculate the clear zone area by dividing the square. An area of at least 25% (shown here as the shaded pink area) represents the clear zone. Avoid placing text or any other graphics in this area.

When using the logo on a larger black background area than the logo square, the clear zone area should be calculated from the invisible outline of the logo square and NOT the text of coloured trail.

Clear zone

The clear zone is calculated by simply using the centre of the ‘O’ from the logo. Regardless of how big you are using the logo, there should always be at least one centre ‘O’ space around the edge.

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3.4 Minimum size

To ensure the logo reproduces effectively, the minimum size should be 15mm (this excludes branded items such as pens and badges, where the logo might need to appear smaller).

Minimum size: 15mm across (Actual size)

15mm

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3.5 Variations

A special variation of the logo has also been designed for each of the ten sections of the trail. The name appears in the appropriate colour according to the coloured trail in the bottom half of the logo square. The Far West Humla Rara & Jumla

THE FAR WEST HUMLA

Simikot RARA & JUMLA

API HIMAL 7132m

SAIPAL DOLPA HIMAL 7031m THE FAR WEST & MUSTANG Rara Gamgadhi China Lake Seti

Rara Shey National & GANESH Phoksundo Park National CRYSTA L Khaptad Park National MOUNTAIN Park Phoksundo rnali KANJIROBA Lake LANGTANG & HELAMBU (6883)m Ka Annapurna Jumla Dolpa Manaslu Langtang ROLWALING & EVEREST & Mustang & Ganesh & Helambu

Juphal Annapurna Conservation Area Dunai CHUREN DHAMPUS MAKALU BARUN HIMAL PEAK (6035m) 7371m

Jomsom DHAULAGIRI 8176m Tilicho Lake ANNAPURNA I KANCHENJUNGA Dhorpatan (8091m) Hunting ANNAPURNA III Reserve (7555m) SHIRINGI Manaslu ANNAPURNA ANNAPURNA II HIMAL SOUTH (7219m) (7973m) MANASLU Conservation (7187m) (8163m) Area MACHHAPUCHHARE (6997m) HIMAL Bardia CHULI Langtang Beni GANESH I National (7893m) Nepal POKHARA (7429m) National Park Park Besishahar LANTANG LIRUNG (7225m) Phewa Lake Nepalgunj Dunche (8201m) PUMORI Gosainkund GAURISHANKAR (7161m) EVEREST Ka l i G a n d a k i Gorkha Lake (7134m) (8848m) NUPTSE (7885m) LHOTSE (8516m) Trisuli MAKALU (8463m)

Shivapuri AMA Trisuli Namche DABLAM Sagarmatha (6812m) National MERA Park Lumbini Lukla PEAK (6461m) Jiri Chitwan Phaplu Kangchenjunga (8585m) National Makalu Conservation Park Barun Area Natinal Sun Park

Ko Taplejung Rolwaling Makalu si Tumlingtar Kanchenjunga & Everest Barun

Arun amar T

Koshi Tappu National Park

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3.5 black and white

The black and white version of the logo should only be used when printing restrictions apply. Otherwise the colour version is preferred.

black and white logo

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4. typefaces HERMES SANS BOLD HERMES SANS REGULAR HERMES SANS LIGHT The quick The quick The quick 4.1 Hermes SANS - main brand font brown brown brown The GHT typeface is Hermes Sans, a modern Swiss typeface which is highly readable fox jumps fox jumps fox jumps and endlessly versatile. It has been chosen for its clean style and ideal expression for The Great Himalaya Trail. over the over the over the lazy dog. lazy dog. lazy dog. There are six different variations of Hermes Sans within the font family that can be used for different purposes. The Oblique and Condensed versions should only be used sparingly and not for prominent or large areas of text.

4.2 helvetica neue - secondary font

Helvetica Neue is the GHT secondary font. Helvetica should be used for large areas of HELVETICA NEUE BOLD HELVETICA NEUE BOLD HELVETICA NEUE BOLD text as it easier to read at reduced sizes. For example the Headings in this booklet are The quick The quick The quick set in Hermes and the body copy is set in Helvetica. brown fox brown fox brown fox jumps over jumps over jumps over the lazy dog the lazy dog the lazy dog

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5. colours

There are ten colours in the GHT colour palette plus rich black. Each of the ten 5.1 colour swatches 5.2 tints colours also represents a stretch of the trail. Colours should be picked depending on the region. For example a page in a leaflet referring specifially to Humla should use The Far West C/50. M/100. Y/100. K/0. 60% 30% the red as the primary colour. The other colours could then be used as supporting colours. Humla C/12. M/100. Y/100. K/0. 60% 30% Rara and Jumla C/15. M/60. Y/100. K/0. 60% 30%

Black is the GHT primary background colour and should be used as much as Dolpa C/12. M/27. Y/100. K/0. 60% 30% possible. Solid black background areas should always be set in ‘rich black.’ Text can Annapurna and Mustang C/55. M/15. Y/100. K/0. 60% 30% then be reversed out in white and the logo can float freely (while always maintaining Manaslu and Ganesh C/90. M/30. Y/100. K/20. 60% 30% the minimum clear zone area). Langtang and Helambu C/90. M/40. Y/50. K/15. 60% 30%

To install the colour palette into your InDesign file open the ‘colours’ file in the toolkit Rolwaling and Everest C/100. M/90. Y/35. K/0. 60% 30% and simply copy and paste the colour strips into your InDesign file. All the swatches Makalu Barun C/100. M/50. Y/0. K/0. 60% 30% with the correct names will appear in your swatches palette. Kanchenjunga C/100. M/0. Y/0. K/0. 60% 30%

Rich Black 60% 30%

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6. photography

The photography is a key part of the GHT branding and care should be taken to choose good quality images that are appropriate. An extensive image library of approved photographs is being developed covering subjects throughout the whole Great Himalaya Trail. This database of images will continue to grow as more and more photography is added. If none of the photographs in the database are suitable, then care should be taken when choosing an image from a different source.

Pictures should not be over-stylised or set-up. The photo should have a real life quality in a reportage style, vibrant and portray the feeling of fun and adventure.

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7. Stationery business card (8.5cm x 5.5cm) business card (8.5cm x 5.5cm)

7.1 business cards

The Great The Great Business cards should incorporate any relevant contact information and affiliate logos Himalaya Trail is Himalaya Trail is a new and extremely a new and extremely on the reverse leaving the front purely for branding and photography. The front should challenging, high-alpine route challenging, high-alpine route through some of the most through some of the most rugged and breathtaking rugged and breathtaking appear like a mini poster with a statement, logo, image and a few words introducting landscapes landscapes on earth. on earth. The Great Himalaya Trail.

business card (8.5cm x 5.5cm) business card reverse business card (8.5cm x 5.5cm) business card (8.5cm x 5.5cm)

www.TH eGreaT HimalayaTrail.orG

The Great The Great The Great Himalaya Trail is Himalaya Trail is Himalaya Trail is a new and extremely a new and extremely a new and extremely challenging, high-alpine route challenging, high-alpine route challenging, high-alpine route through some of the most through some of the most through some of the most rugged and breathtaking rugged and breathtaking rugged and breathtaking landscapes landscapes landscapes on earth. on earth. on earth.

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Helvetica 40mm 10 mm Section logo (Humla and Rara)

Mr Jon Foley 7.2 Letterheads / a4 documents 123 Fictional Drive Kathmandu Mr Jon Foley Lalitpur NEPAL 123 Fictional Drive Kathmandu humla Lalitpur Letterheads and A4 documents incorporate the logo square in the top-right corner NEPAL Example Heading (40mm square). All text should be set in the secondary font: Helvetica. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc at pellentesque lacus. Aliquam id mi ligula, nec semper magna. Nullam vel enim convallis justo vehicula sodales. Vestibulum aliquam rhoncus diam quis luctus. Donec eu nibh posuere enim ullamcorper mattis. Nunc ut velit orci. In elit arcu, suscipit non ullamcorper id, suscipit lobortis lectus. Vestibulum enim elit, semper non luctus a, hendrerit at est. Integer convallis tellus quis orci adipiscing mattis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse feugiat dui metus. Fusce diam mi, dapibus sed hendrerit et, auctor at lorem. Pellentesque libero lacus, convallis a pulvinar in, porta nec turpis. Affiliate logos and the web address should be placed at the bottom. Curabitur arcu tortor, accumsan id molestie eget, commodo non nisl.

Duis at arcu fermentum dolor porttitor molestie. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas eu velit nec nulla volutpat varius. Nulla eget dictum nunc. Donec nec neque ut libero suscipit feugiat et vitae justo. Vivamus sit Example Heading amet erat id enim pellentesque rutrum. Integer ligula mauris, molestie ut congue ac, vehicula in ante. Fusce varius tristique velit, et posuere enim rhoncus ac. Donec vel ipsum quis est venenatis ultricies. Maecenas sollicitudin, nulla vel lobortis mattis, urna quam vulputate nulla.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc at pellentesque lacus. Jon Foley Aliquam id mi ligula, nec semper magna. Nullam vel enim convallis justo vehicula sodales. Vestibulum aliquam rhoncus diam quis luctus. Donec eu nibh posuere enim ullamcorper mattis. Nunc ut velit orci. In elit arcu, suscipit non ullamcorper id, suscipit lobortis lectus. Vestibulum enim elit, semper non luctus a, hendrerit at est. Integer convallis tellus quis orci adipiscing mattis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse feugiat dui metus. Fusce diam mi, dapibus sed hendrerit et, auctor at lorem. Pellentesque libero lacus, convallis a pulvinar in, porta nec turpis. Section logo (Langtang and Helambu) Curabitur arcu tortor, accumsan id molestie eget, commodo non nisl.

Mr Jon Foley 123 Fictional Drive Duis at arcu fermentum dolor porttitor molestie. Lorem ipsum dolor sit amet, Kathmandu Lalitpur consectetur adipiscing elit. Maecenas eu velit nec nulla volutpat varius. Nulla eget NEPAL dictum nunc. Donec nec neque ut libero suscipit feugiat et vitae justo. Vivamus sit manaslu amet erat id enim pellentesque rutrum. Integer ligula mauris, molestie ut congue ac, & Ganesh vehicula in ante. Fusce varius tristique velit, et posuere enim rhoncus ac. Donec vel ipsum quis est venenatis ultricies. Maecenas sollicitudin, nulla vel lobortis mattis, urna Example Heading quam vulputate nulla.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc at pellentesque lacus. Aliquam id mi ligula, nec semper magna. Nullam vel enim convallis justo vehicula sodales. Vestibulum aliquam rhoncus diam quis luctus. Donec eu nibh posuere enim ullamcorper mattis. Nunc ut velit orci. In elit arcu, suscipit non ullamcorper id, suscipit lobortis lectus. Vestibulum enim elit, semper non luctus a, hendrerit at est. Integer convallis tellus quis orci adipiscing mattis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse feugiat dui metus. Fusce diam mi, dapibus sed hendrerit et, auctor at lorem. Pellentesque libero lacus, convallis a pulvinar in, porta nec turpis. Curabitur arcu tortor, accumsan id molestie eget, commodo non nisl.

Jon Foley Duis at arcu fermentum dolor porttitor molestie. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas eu velit nec nulla volutpat varius. Nulla eget dictum nunc. Donec nec neque ut libero suscipit feugiat et vitae justo. Vivamus sit amet erat id enim pellentesque rutrum. Integer ligula mauris, molestie ut congue ac, vehicula in ante. Fusce varius tristique velit, et posuere enim rhoncus ac. Donec vel ipsum quis est venenatis ultricies. Maecenas sollicitudin, nulla vel lobortis mattis, urna quam vulputate nulla.

Jon Foley

www.TheGreaThimalayaTrail.orG

Affiliate logos Website address

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poster (125cm x 60cm) 8. posters

Posters should carry a large statement placed over a neutral part of the image i.e The Great Himalaya Trail is a new and extremely challenging, high-alpine route through some of the most rugged the water of the lake or the sky. The statement should always be designed in the and breathtaking landscapes on earth. The 1600km Nepal section of the trail begins near Kanchenjunga on the eastern border and heads west navigating the domains of eight of the world’s 8000m main brand font - Hermes Sans. All branding, additional information and affliate logos peaks, from the famous Everest to the beautiful but lesser-known Makalu. The route offers incredible diversity in terms of landscapes, flora & fauna, people and culture: from snow leopards to red pandas; from sub-tropical jungle to fragile high-altitude should then appear in a black panel on the right hand side. The size and shape of the eco-systems; from the famous Sherpas, to Shamanism, to the ancient Bön Buddhist culture of Humla. overall poster can change depending on the space being displayed or the image. HUMLA MUGU DOLPO ANNAPURNA & MUST ANG China GANESH HIMAL & MANASLU PANCH POKHARI & LANGTANG EVEREST & ROWALING MAKALU NEP AL KANCHENJUNGA poster (125cm x 60cm) India

www.THEGrE a T HiM alayaTrail.orG

P H oTo: a l E x TrE adway

x 60cm)

Dolpa

The Great Himalaya Trail is a new and extremely challenging, high-alpine route through some of the most rugged and breathtaking landscapes on earth. The 1600km Nepal section of the trail begins near Kanchenjunga on

the eastern border and heads west navigating the domains of eight of the world’s 8000m peaks, from The Great Himalaya Trail the famous Everest to the beautiful but lesser-known is a new and extremely Makalu. The route offers an incredible diversity challenging, high-alpine route in terms of landscapes, flora & fauna, people and through some of the most rugged and breathtaking landscapes on earth. culture: from snow leopards to red pandas; from sub- The 1600km Nepal section of the trail begins near tropical jungle to fragile high-altitude eco-systems; Kanchenjunga on the eastern border and heads west from the famous Sherpas, to Shamanism, to the navigating the domains of eight of the world’s 8000m peaks, from the famous Everest to the beautiful but ancient Bön Buddhist culture of Humla. lesser-known Makalu. The route offers incredible diversity in terms of landscapes, flora & fauna, people and culture: from snow leopards to red pandas; HUMLA from sub-tropical jungle to fragile high-altitude MUGU eco-systems; from the famous Sherpas, to Shamanism, DOLPO ANNAPURNA & MUST ANG to the ancient Bön Buddhist culture of Humla. China GANESH HIMAL & MANASLU PANCH POKHARI & LANGTANG EVEREST & ROWALING MAKALU NEP AL KANCHENJUNGA C h i n a

N E P A L

India

I n d i a

www.THEGrE a T HiM alayaTrail.orG

www.THEGrE a T HiM alayaTrail.orG

P H oTo: JaM i E MC GuiNNESS

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banner (260cm x 60cm) 9. examples

Use the following pages of examples as a basis for your design and to get a feeling for the style of the GHT brand. N E P A L

9.1 Banners banner (260cm x 60cm) banner (260cm x 60cm)

N E P A L N E P A L

banner (260cm x 60cm) banner (260cm x 60cm)

N E P A L N E P A L

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9.2 t-shirts

t-shirt front and reverse (black) t-shirt front and reverse (black)

NEP AL China

India

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9.3 postcards

postcard front postcard reverse postcard front postcard front

www.TH eGreaT HimalayaTrail.orG “If T here wA s A reA l s h A ngrI-lA, T h I s plAce I s ITs l I v I ng D escenT” michael wood, BBC

The Great The Great The Great Himalaya Trail is a new Himalaya Trail is a new Himalaya Trail is a new and extremely challenging, and extremely challenging, and extremely challenging, high-alpine route through high-alpine route through high-alpine route through some of the most rugged and some of the most rugged and some of the most rugged and breathtaking landscapes Photo breathtaking landscapes breathtaking landscapes on earth. Alex Treadway on earth. on earth.

postcard front postcard front postcard front postcard front

“If T here wA s A reA l The Great The Great The Great The Great Himalaya Trail is a new Himalaya Trail is a new Himalaya Trail is a new Himalaya Trail is a new s h A ngrI-lA, and extremely challenging, and extremely challenging, and extremely challenging, and extremely challenging, T h I s plAce I s ITs high-alpine route through high-alpine route through high-alpine route through high-alpine route through some of the most rugged and some of the most rugged and some of the most rugged and some of the most rugged and l I v I ng D escenT” breathtaking landscapes breathtaking landscapes breathtaking landscapes breathtaking landscapes michael wood, BBC on earth. on earth. on earth. on earth.

40 41 Great himalaya trail brand guidelines brand elements dvd

10. brand elements DVD

Everything you need for creating communications and marketing materials is available on the Brand Elements DVD.

Contents:

• Logos • TYPEFACES • TEMPLATES • photography

brand elements dvd

Version 1.0

42 43 Great himalaya trail brand guidelines further help

11. further help

If you have any other questions regarding the use of the GHT logo or any other aspect of the GHT branding, please contact a member of the team:

Contact: ? Telephone: ? Email: ?

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