OUGD505 - Design Production 2: Studio Brief 2 - Branding Guidelines

I decided to create some branding guidelines for the brand.

Logo

• Always blue #077B96 R7 G123 G150 C87 M39 Y31 K4
• Black and white only when absolutely necessary in stationary
• Always stacked - never on one line
• Always centered
• Never have a colour inside the box - just stock
• Min size 7.5mm
• No maximum reproduction
• Don't add outline, don't change font, don't change boxes

Colour

• Blue #077B96 R7 G123 G150 C87 M39 Y31 K4
• Black text
• 40% tints of blue for backgrounds
• All colours of illustration
• B+W should never be used unless absolutely necessary 

Illustration

• Always at the bottom
• Max-width of format
• Duplicated when more white space is needed - reaches a certain height
• Always in colour
• Different version for B+W
• Don't change colours

Typography

• Logo - Museo Sans 900, 500
• Bodycopy - Roboto Slab - Bold, Regular, Light
• Heading size 13pt leading 15pt bold
• Subheading 8pt leading 11pt regular
• Bodycopy 7pt leading 10pt light

Brochure Layout

• 12mm square between text and edge of box
• 12mm square between edge and text
• one side reaches edge of page
• full size images
• box can be anywhere as long as its 12mm from edge
• text all left-aligned
• box always white

Imagery

• Images must be a high resolution
• Professional
• Relaxed
• Light
• Shows a variety of sides to the Med

Tone of Voice

• Professional
• Trustworthy
• Straight to the Point
• Idealistic

Writing Copy

• Em-dash used?
• No hyphenation
• Left aligned
• Capitalised letters for cruise ship name, destination, cruise name, excursion name
• Numbers to be written out
• Dates/Times should be stated numerically