PHOTOGRAPHY BRAND GUIDELINES VERSION 1.0 / MAY 2010 1 GREAT HIMALAYA TRAIL BRAND GUIDELINES PHOTOGRAPHY 2 3 GREAT HIMALAYA TRAIL BRAND GUIDELINES 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 4 GREAT HIMALAYA TRAIL BRAND GUIDELINES PHOTOGRAPHY 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. 6 7 GREAT HIMALAYA TRAIL BRAND GUIDELINES THE ELEMENTS 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 8 9 GREAT HIMALAYA TRAIL BRAND GUIDELINES THE LOGO 3. THE GHT LOGO The GHT logo incorporates a simplified map of the actual Great Himalaya Trail which passes through Nepal. 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. 10 11 GREAT HIMALAYA TRAIL BRAND GUIDELINES THE LOGO 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 12 13 GREAT HIMALAYA TRAIL BRAND GUIDELINES THE LOGO 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 14 15 GREAT HIMALAYA TRAIL BRAND GUIDELINES THE LOGO 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. 16 17 GREAT HIMALAYA TRAIL BRAND GUIDELINES THE LOGO 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 18 19 GREAT HIMALAYA TRAIL BRAND GUIDELINES THE LOGO 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 Tibet 7031m THE FAR WEST ANNAPURNA & MUSTANG Rara Gamgadhi China Lake Seti Rara Shey National MANASLU & 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 CHO OYU 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 KATHMANDU Lukla PEAK (6461m) Jiri KANGCHENJUNGA Chitwan Phaplu Kangchenjunga (8585m) National Makalu Conservation Park Barun Area Natinal Sun Park Ko Taplejung Rolwaling Makalu si Tumlingtar Kanchenjunga & Everest Barun Arun India amar T Koshi Tappu National Park 20 21 GREAT HIMALAYA TRAIL BRAND GUIDELINES THE LOGO 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 22 23 GREAT HIMALAYA TRAIL BRAND GUIDELINES TYPEFACES 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 24 25 GREAT HIMALAYA TRAIL BRAND GUIDELINES COLOURS 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.