introducing the madeira brand - APM

Transcription

INTRODUCING THE MADEIRA BRAND
Associação de Promoção da Madeira May 2005
Madeira is an exceptional place, which inspires unique, deep and
almost unreal emotions. It’s a special destination offering different
experiences, depending on your needs and desires.
Madeira’s new visual style aims to express the profound feelings that
Madeira inspires in its visitors. Through evocative images and clear
but unique messages, the new style helps Madeira to position itself
as a mystical place that people will want to visit.
Following the Portugal Tourism guidelines, we have created a more
‘personalised’ style for the Madeira Islands brand by using some
visual elements that are unique to it. We have also named the brand
Madeira Islands in order to reinforce the presence of Porto Santo.
This document contains information about the idea, tone of voice
and visual style. It is a very important document that should be read
before implementing any communications for Madeira.
1
Our idea
Madeira is known for the richness of its natural environment. It’s a life-affirming
place where people can escape the hassles of modern life and discover a
new kind of wellbeing. Its position in the middle of the Atlantic has kept it
unspoiled, but it’s also within easy reach from Europe.
We understand people’s increased interest in health, personal development,
social and environmental issues and we think Madeira can offer a holistic
experience to visitors which will appeal to these interests.
The holistic island
Madeira is more than a holiday destination. It is more than sun, beach, golf and
relaxation. It is more than nature and walks. Madeira is more than an island.
Madeira is your natural spa, your natural gym and your natural museum.
Madeira is about contemporary lifestyle in a natural and authentic
environment.
The Madeira Islands are full of contrasts: sunshine and snow, deep ocean and
high mountains, blue and clear water, orange, purple, red flowers… together
these contrasts create a unique destination with a special energy.
Madeira is a place to rediscover yourself and find a better balance for body and
mind. You can relax, reinvigorate, learn new things and just find the time to be
yourself.
Whether your are visiting to play golf, trekking, sailing or to take part in a
leadership course, in Madeira you can liberate your mind, get inspired and feel
fulfilled.
Please remember that the idea – the holistic island – is the theme
that should always inspire and drive our communication. It’s not
a tagline/slogan– it should underlie all your communication. Our
tagline/slogan is BODY.MIND. MADEIRA.
2
Tone of voice
Madeira’s communication is not directed at a mass market. It’s talking to a
more upscale target that is likely to appreciate a smarter communication style.
The tone of voice that is used in the Madeira communication should follow
the principles described in the Portugal Tourism guidelines. Additionally,
Madeira has an original philosophical, viewpoint as explained in ‘Our idea’.
People should feel that Madeira is a mystical place that can offer a variety of
very deep experiences. They should feel that only by going there can they
actually understand what Madeira is all about.
The tone should be intellectual to reflect our philosophy and to position
Madeira as an exclusive destination. It’s also good to add an element of
playfulness through wit or an unexpected twist. Avoid the use of jargon or
‘salesly’ language.
When writing or designing for Madeira, identify your audience, identify your
medium and use this document to determine how to proceed. Try to present
information in a way that will resonate with your audience. Keep in mind the
idea of the holistic island.
3
Our values and attitude
MADEIRA IS
ITS ATTITUDE IS
THE BENEFITS ARE
rich
natural
liberating
contemporary
vibrant
inspiring
holistic
inclusive
fulfilling
4
CONTENTS
1.00
BASIC BRAND ELEMENTS
1.01
INTRODUCTION
1.02
MADEIRA LOGO LOCK-UP
1.03
GRID SYSTEM OF LOGO LOCK-UP
1.04
CLEAR SPACE AND MINIMUM SIZES
1.05
POSITIONING ON THE PAGE
1.06
MADEIRA LOGO LOCK-UP MISUSE
1.07
TYPEFACE
1.08
COLOUR PALETTE
1.09
USING WAVES
1.10
PHOTOGRAPHY STYLE
2.00
BRINGING THE BRAND TO LIFE
2.01
INTRODUCTION
2.02
GENERAL BROCHURE COVER
2.03
GENERAL BROCHURE COVER - DIMENSIIONS
2.04
CONVENTION BUREAU BROCHURE COVER
2.05
CONVENTION BUREAU BROCHURE COVER - DIMENSIONS
2.06
GOLF LEAFLET COVER
2.07
GOLF LEAFLET COVER - DIMENSIONS
2.08
ADVERTISING SINGLE PAGE - DIMENSIONS
2.09
ADVERTISING DOUBLE PAGE SPREAD - DIMENSIONS
2.10
MERCHANDISING
3.00
CONTACTS
5
1.00
1.01
BRAND BASIC ELEMENTS
INTRODUCTION
1.02
1.03
1.04
1.05
POSITIONING ON THE PAGE
1.06
1.07
TYPEFACE
1.08
COLOUR PALETTE
1.09
USING WAVES
1.10
PHOTOGRAPHY STYLE
6
1.01
INTRODUCTION
This section explains the rules of the Madeira brand
and basic elements.
There are a few things which need to be considered in order to ensure
consistency. First, it is important to remember that the Madeira brand is
part of the Portugal brand. Second, it is key to understand the brand and its
architecture correctly and to use the new graphic elements according to the
following guidelines.
Always use this guideline alongside the Portugal Tourism guidelines.
7
1.02
Our logo lock-up consists of the Portugal logo, the
They are available in negative and positive format in
map, the region name Madeira Islands and the flower. full colour versions, 2 and 3 colour versions and single
colour versions.
The logo lock-ups have been designed in a fixed
relationship between the logo, the map, the names
Please refer to the logo artwork matrix (supplied with
and the flower, they should not be altered under
the logo artworks) when choosing a logo artwork for
any circumstances.
reproduction.
DPMPVSOFHBUJWFWFSTJPO
DPMPVSQPTJUJWFWFSTJPO
5IJTJTUIFQSFGFSSFEWFSTJPO*UTIPVMECFVTFEPO
QIPUPHSBQIZBOENPTUPGUIFCBDLHSPVOEDPMPVSTBQBSU
GSPNBMJHIUDPMPVSBOEXIJUF
5IFDPMPVSQPTJUJWFWFSTJPOTIPVMECFVTFEPOXIJUFPS
MJHIUDPMPVSCBDLHSPVOE
'VMMDPMPVSOFHBUJWFWFSTJPO
'VMMDPMPVSQPTJUJWFWFSTJPO
5IFGVMMDPMPVSOFHBUJWFWFSTJPOTIPVMECFVTFEPOBTJNQMF 5IFGVMMDPMPVSQPTJUJWFWFSTJPOTIPVMECFVTFEPOBTJNQMF
CBDLHSPVOEDPMPVSOPUPOBMJHIUDPMPVSPSXIJUF
CBDLHSPVOEDPMPVSOPUPOBEBSLDPMPVSPSCMBDL
&OTVSFUIFSFJTFOPVHIDPOUSBTUGPSMFHJCJMJUZ
0OFDPMPVSOFHBUJWFWFSTJPO
0OFDPMPVSQPTJUJWFWFSTJPO
5IJTWFSTJPOTIPVMECFVTFEGPSTJOHMFDPMPVSQSJOUJOHPO
EBSLPSCMBDLCBDLHSPVOETBOEQIPUPHSBQIZ
5IJTWFSTJPOTIPVMECFVTFEGPSTJOHMFDPMPVSQSJOUJOHPO
XIJUFCBDLHSPVOET
Associação Turismo do Madeira May 2005
8
1.03
The grid system gives consistency when translating
the descriptor into another language.
The five main components of the Madeira logo
lock-ups are shown below. The components A, B, C
and E are fixed and they should not be moved or
changed in any circumstances. You may change the
component D, the ‘islands’, into the language you
require. The component E aligns as indicated, with
the last character of the component.
Components of the Madeira logo lock-up
A
B
C
D
E
Portugal logo
Madeira region map
Madeira logotype
islands
flower
Please do not change any of these four
components A, B, C or E.
Translations
The logo tells people who we are and where we
come from, so the name ‘Madeira’ in the logo
should never be translated – it’s part of our identity.
However, when addressing foreign tourists we need
The typeface for component D is ‘Myriad Pro
Light’. The font size should be exactly the
same as component C. Please position the
type within the grid as shown above.
to talk in their language so that they understand
our messages in the easiest possible way. Therefore,
always translate the word ‘islands’ into the language
required.
9
1.04
To ensure that our logo lock-ups always appear
prominently, a minimum clear space area must be
left around them. Do not place other graphics in
this area.
Never reproduce the logos smaller than the
minimum size given below.
A minimum clear space, a quater of the box width must
be kept around the lock-up. No other elements should fall
within this area.
Minimum clear space
x
x
4x
Minimum size for on-screen
50 pixels
Minimum size for print
10mm
10
1.05
POSITION ON THE PAGE
The application of the logo lock-ups are flexible,
although there are rules for spacing and size
preferences.
These guidelines illustrate the positioning of the logo
lock up, for example, on an A4 page.
Positions on the page
Maximum logo size on A4 page
x
x
The logo lock-up should always anchor on the right or left
edge of the page. Please always ensure that the specified
clear space around the logo lock-up is obtained. There are
no specific rules for the vertical positioning on the page.
x
x
x
x
x
x
x
x
x
The maximum logo lock-up size is for component A to
be equal to 1/10 of the page width.
11
1.06
Always reproduce the logo lock-ups from the master
artwork. They must never be altered in any way apart
from translating the component D. To do so will
damage the way the identity is communicated and
perceived.
Please refer to 1.03 when you want to create logo
with your translated language.
%POPUDIBOHFUIFUZQFGBDFGSPN.ZSJBE1SP
%POPUDIBOHFUIFXPSEJOH
%POPUDIBOHFUIFDPMPVST
%POPUDSFBUFBCPYBSPVOEUIFMPHP
%POPUTVCTUJUVUFBOZPUIFSJNBHFGPSUIF1PSUVHBMMPHPPSNBQ
%POPUDIBOHFUIFPSEFSPGDPNQPOFOUTPGUIFMPHPT
%POPUDIBOHFUIFUZQFGBDFXFJHIU
12
1.07
TYPEFACE
The typeface “Myriad Pro” has been chosen for its
neutral, legible cut with a contemporary twist.
Please use this typeface for all your publication
materials.
Myriad Pro
Myriad Pro Light
abcdefghijklightnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Myriad Pro
Myriad Pro Semibold
Headings - We use Myriad Pro Light for headings
Headings in body copy - Myriad Pro or Myriad Pro Semibold should
be used, depending on the size of type and emphasis required
Body copy - Myriad Pro Light
Do not use Myriad Pro Italic for headings or titles
13
1.08
COLOUR PALETTE
We have a palette of 10 complementary colours.
These colours are the same as referred to in the
Portugal Tourism guidelines.
for applications that have high visibility such as
merchandising items, stationery and the first page
of the website.
We have chosen two primary colours, Pantone 329
and 540 to express Madeira's nature, water and
greeness. Only these two colours should be used
When used with the photographic images choose
colours to complement the images. When colours
are chosen for text ensure contrast for legibility.
Pantone® 329
CMYK
C100 M0 Y47 K35
RGB
R00 G105 B97
RAL
190 40 20
Pantone® 540
CMYK
C94 M47 Y0 K47
RGB
R67 G82 B112
RAL
250 30 15
Pantone® 129
CMYK
C0 M21 Y76 K0
RGB
R242 G179 B57
RAL
070 70 60
Pantone® 144
CMYK
C0 M55 Y100 K0
RGB
R255 G135 B00
RAL
060 60 6 0
Pantone® 193
CMYK
C0 M91 Y65 K11
RGB
R195 G31 B63
RAL
020 40 40
Pantone® 195
CMYK
C0 M76 Y54 K56
RGB
R128 G53 B64
RAL
010 30 20
Pantone® 325
CMYK
C63 M0 Y27 K0
RGB
R102 G194 B170
RAL
190 70 35
Pantone® 543
CMYK
C56 M11 Y0 K6
RGB
R166 G192 B216
RAL
240 60 20
Pantone® 369
CMYK
C58 M0 Y100 K9
RGB
R78 G168 B1
RAL
130 50 50
Pantone® 349
CMYK
C100 M0 Y83 K39
RGB
R00 G104 B61
RAL
160 40 20
The colours must always be reproduced to conform with
one of the specifications indicated here:
PANTONE® for direct tone printing
CMYK for four colour printing (Please note: the CMYK mix
has been modified for stronger reproduction in the four
colour printing process and is NOT the standard Pantone
conversion from the spot colour)
RGB for on-screen applications (web, video…)
RAL for products, vehicles, signage and other 3D
applications.
The colours shown here and throughout these guidelines
have not been evaluated by Pantone, Inc. for accuracy and
may not match the PANTONE® Colour Standard. Consult
current PANTONE® publications for accurate colour.
PANTONE® is the property of Pantone, Inc.
*PANTONE® is a registered trademark of Pantone Inc.
14
1.09
USING WAVES
The waves are an important graphical element to add
movement and playfulness to our visual style. They
should always maintain translucent appearance.
There are 10 grouped versions of waves supplied
in digital files, which can be enlarged or reduced
depending on the application.
Usage example of waves
UIJTJTZPVSTQB
#0%:.*/%."%&*3"
1JDPEP"SFFJSPBUBN$MPVETDPNJOHGSPNUIFOPSUIHFUUSBQQFECZ.BEFJSBTNPVOUBJOSBOHFGPSNJOH
BXIJUFMBLFUIBUXJMMTMPXMZDBTDBEFEPXOBMPOHUIFCBSSFOTMPQFT&OFSHZGPSZPVSCPEZ3FMBYGPSZPVSNJOE
XXXWJTJUNBEFJSBDPN
Ensure that the weight of the lines are changed accordingly
when scales are changed.
They should always be white with transparency effect. You
can achieve this by changing the opacity value in Adobe
Illustrator 9.0, 10, CS and Photoshop. Recommended value
is between 50-80% depending on the contrast between
the photography.
DPOGFSFODFTBOEFWFOUTJONBEFJSB
UIJTJTZPVS
CPBSESPPN
15
1.10
PHOTOGRAPHY STYLE
Based on the Portugal Tourism guidelines, the
photography should always strive to surprise and
show the hidden depth of the islands.
The idea of 'the holistic island' is specific to Madeira.
It's a new way to communicate the islands' natural
pureness and their benefits to people's wellbeing.
have a slightly surreal quality. Please select locations
carefully to avoid typical postcard images. Consider
effects such as light, fog and clouds to create unusual
views. Ensure you choose the best season to show
the island's greenary and flowers.
There are 50 images available from Associação de
Promoção da Madeira image library.
In order to reflect Madeira's extraordinary nature,
landscape photography should be dynamic and
Example of the images from the Associação de Promoção da Madeira image library
16
2.00
2.01
BRINGING BRAND TO LIFE
INTRODUCTION
2.02
2.03
GENERAL BROCHURE COVER - DIMENSIONS
2.04
2.05
2.06
GOLF LEAFLET COVER
2.07
2.08
2.09
ADVERTISING DOUBLE PAGE SPREAD - DIMENSIONS
2.10
MERCHANDISING
17
2.01
INTRODUCTION
This section demonstrates how to bring the Madeira
brand to life.
This section gives examples of some of the types of materials you can produce
using the communication system set out in ‘basic elements’. These pages are
intended as an initial guide and inspiration.
It is important that everyone uses the communication style correctly, focusing
on the ‘the holistic island’ idea and communicating the values, so that our
personality is expressed clearly.
Before using this section, please make sure you read the previous sections on
the Madeira brand and basic elements.
18
2.02
The concept of the Madeira brand’s visual expression
is based on ‘the holistic island’ which is a new way to
communicate Madeira's unique natural environment
and its benefits to visitors' wellbeing.
The visual expression is made up of a combination
of copy and photography. Ensure you choose a
beautiful image of nature, events or happenings in
the islands and add copy which describes a way of
experiencing it linked with the concept of wellbeing.
We recommend you use the format of ‘this is your.....’
as the title. Be creative when writing copy in order to
suggest an unexpected interaction with the islands.
Example of front cover
this is your
play ground
19
2.03
7mm
GENERAL BROCHURE COVER - DIMENSIONS
7mm
15mm
1 Logo
Size and position as shown.
1
2 Photography
Photographic images are available from the Associação de
Promoção da Madeira image library. The images chosen
should communicate the concept clearly together with
title. Ensure the image underneath the title and logo areas
are plain and uncluttered.
2
3
Format
210mm x 297mm
4
this is your
play ground
3 Title
The title should be set in Myriad Pro Light, lower case and
tracked -20. The size should be adjusted to fit the width of
the page, up to a maximum size of 200pt and a minimum
size of 80pt. If the title at 200pt does not fit the width,
align it left. Choose a colour from the colour palette to
complement the photography but ensure good contrast for
legibility. The title may appear in 2 lines maximum, where the
leading is 78% of the size of type.
4 Waves
Waves should be positioned around the title. Ensure that
they are behind the title. Please refer to page 1.09 for
information on using the waves.
17mm
7mm
20
2.04
The convention bureau brochure cover should also
follow the concept of the Madeira brand's visual
expression explained previously in 2.02.
Make sure you choose a striking image of nature,
events or happenings in the islands and add copy
that is linked with business clients' activities. We
recommend you use the format of 'this is your.....'
as the title. Please be creative and choose a visual
which has a twist and suggests a unique offer for
business meetings.
conferences and events in madeira
this is your
board room
21
2.05
7mm
7mm
15mm
Format
210mm x 297mm
1 Logo
1
2 Photography
title. Ensure the image underneath the title and logo areas
are plain and uncluttered.
2
3 Subtitle
The subtitle is set in Myriad Pro Regular, 22pt, lowercase.
3
conferences and events in madeira
5
this is your
board room
4
69mm
17mm
7mm
4 Title
legibility. The title may appear in 2 lines maximum, where the
leading is 78% of the size of type.
5 Waves
Waves should be positioned around the title. Ensure that
22
2.06
GOLF LEAFLET COVER
This leaflet can be inserted in the Madeira general
brochure to promote golf in Madeira. The leaflet
provides detailed information related to golf courses
and events.
Follow the visual expression concept explained in
2.02. The title should not be descriptive but express
a wellbeing approach.
golf courses in madeira
playtime
23
2.07
As this is to be inserted into an A4 brochure, various
formats smaller than A4 can be chosen. This is one of
recommended formats, A4 landscape folded
into three.
5mm
golf courses in madeira
23.5mm
mm
m
1
5mm
Format
Example shown here is 99mm x 210mm
2
1 Subtitle
The subtitle is set in Myriad Pro Regular, 13pt, lowercase.
playtime
3
4
2 Title
legibility. If the title appears in more than 1 line, the leading is
78% of the size of type.
3 Waves
Waves should be positioned around title. Ensure that
5
5mm
10mm
4 Photography
the title. Ensure the image underneath the title and logo
areas are plain and uncluttered.
5 Logo
24
2.08
Based on the idea 'the holistic island', the concept
of visual expression is to introduce a new way of
interacting with Madeira's offer and to promote
awareness of wellbeing which Madeira can contribute.
Please ensure that the image chosen shows the
unique character of Madeira. Be creative in choosing
images and copy which suggest unexpected ways of
perceiving the islands. The copy we recommend you
use starts with 'this is your....'
Example of A4 page ad
1 Main copy
The main copy should be set in 38pt Myriad Pro Light,
tracked -20, lower case, ranged left. Choose a colour from
the colour palette. Ensure a good contrast for legibility.
2 Photography
A full bleed photograph occupies the page. Photographic
images are available from the Associação de Promoção da
Madeira image library.
this is your cinema.
3 Waves
The waves should appeared discreetly and be positioned
towards the bottom or top of the page to support picture.
Please refer to page 1.09 for information on using the
waves.
4 Slogan
The slogan ‘BODY. MIND. MADEIRA’ should be set in 18pt
Myriad Pro Light, capital letters, ranged left and positioned
on the grid as shown.
BODY. MIND. MADEIRA.
Pico do Areeiro at 6:30am. Clouds coming from the north get
trapped by Madeira’s mountain range, forming a white lake. Energy
for your body. Relax for your mind.
www.visitmadeira.com
1
5 Body copy
Body copy is set in 9pt Myriad Pro Regular with 12pt
leading, ranged left and positioned on the grid as shown.
In most cases white is preferred. Ensure there is enough
contrast between the background and the type for legibility.
this is your cinema.
6 Logo lock-up
2
3
4
5
6
Pico do Areeiro at 6:30am. Clouds coming from the north get
trapped by Madeira’s mountain range, forming a white lake. Energy
for your body. Relax for your mind.
18mm
10mm
align
12mm
7mm
25
2.09
ADVERTISING DOUBLE PAGE - DIMENSIONS
Please refer to previous page for the visual concept.
1 Main copy
The main copy should be set in 45pt Myriad
Pro Light, tracked -20, lower case, ranged
left. Choose a colour from the colour
palette. Ensure a good contrast for legibility.
this is your spa.
2 Photography
A full bleed photograph occupies the page.
Photographic images are available from the
Associação de Promoção da Madeira image
library.
3 Waves
The waves should appear discreetly and
be positioned towards the bottom or top
of the page to support picture. Please refer
to page 1.09 for information on using the
waves.
Pico do Areeiro at 6:30am. Clouds coming from the north get trapped by Madeira’s mountain range, forming
a white lake that will slowly cascade down along the barren slopes. Energy for your body. Relax for your mind.
4 Slogan
The slogan ‘BODY. MIND. MADEIRA’ should
be set in 23pt Myriad Pro Light, capital
letters, ranged left and positioned on the
grid as shown.
2
1
this is your spa.
3
4
7mm
Pico do Areeiro at 6:30am. Clouds coming from the north get trapped by Madeira’s mountain range, forming
a white lake that will slowly cascade down along the barren slopes. Energy for your body. Relax for your mind.
10mm
5
6
align
17mm
7mm
5 Body copy
Body copy is set in 11pt Myriad Pro Regular
with 13.5pt leading, ranged left and
positioned on the grid as shown. In most
cases white is preferred. Ensure there is
enough contrast between the background
and the type for legibility.
6 Logo lock-up
26
2.10
MERCHANDISING
Here are some examples of merchandising items.
The colour scheme for the items are based on two
of our primary colours, Pantone 349 and 540. The
layout may vary for each item but should always use
the slogan 'BODY. MIND. MADEIRA.' as the central
element. They should always appear in Myriad Pro
Light, capital letters.
Paper carrier bags
Pen
Mug
27
3.00
CONTACT
Marketing Manager
Katia Carvalho
Associação de Promoção da Madeira
Rua dos Aranhas, 24-26
9000-44 Funchal
Portugal
Telephone: +351 291 203 420
Fax: +351 291 222 167
e-mail: katiacarvalho@ap-madeira.pt
28

introducing the madeira brand - APM

Transcription

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