brand guidelines - britain€¦ · great himalaya trail brand guidelines 11 the logo 3. the ght...

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photography

Brand guidelines

Version 1.0 / May 2010

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great hiMalaya trail Brand guidelines

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photography

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Contents

1 IntroduCtIon

2 the elements

3 the logo

3.1 Namestyle,Logosquare

andcolouredtrail

3.2 Principlesofuse

3.3 Clearzonearea

3.4 Minimumsize

3.5 Variations

3.6 BlackandWhite

4 typefaCes

4.1 Hermes-mainbrandfont

4.2 Helvetica-Secondaryfont

5 Colours

5.1 Introduction

5.2 Colourswatches

5.3 Tints

6 photography

6.1 Styleofphotography

6.2 Photographyexamples

7 statIonery

7.1 Businesscards

7.2 Letterhead

8 posters

9 examples

9.1 Banners

9.2 T-Shirts

9.3 Postcards

10 Brand elements dVd

11 further help

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photography

1. IntroduCtIon

Theaimofthislittleguideistohelpyoucreateconsistentand‘onbrand’

communicationsintheGreatHimalayaTrail(GHT)style.

TheGreatHimalayaTrailstyleisyoungandvibranttoreflecttheadventurelifestyleit

represents.Ifyouneedanyfurtherhelporclarificationonhowtousetheseguidelines

youcancontactamemberoftheGHTBrandteam.

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the eleMents

2. the elements

TheGHTBrandismadeupoffourdifferentelements:Logo, Typefaces, Colours

and Photography.

ThisisyourtoolkitforcreatingnewPosters,leaflets,T-Shirts,signsoranythingelse

thatisdesignedintheGHTstyle.Abrandingsystemisakitofpartswhichcancome

togetherinanendlessvarietyofwaystoformnewmaterials.Eachpartofthesystem

hasbeencarefullydesignedorchosentobestrepresentTheGreatHimalayaTrail.

Theseguidelinesshowyouhowtouseeachpartcorrectlyandeffectively.

The Logo Typefaces

coLours phoTography

hermes HELVETCIAhermes HELVETCIAhermes

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the logo

3. the ght logo

TheGHTlogoincorporatesasimplifiedmapoftheactualGreatHimalayaTrailwhich

passesthroughNepal.Thishasbeendesignedinninevibrantcolourswhichmerge

intoeachotherastheypassthroughthevariousregionsalongthetrail.

Thewords‘THEGREATHIMALAYATRAIL’havebeenspeciallydesignedtosit

comfortablyabovethecolouredtrail.Bothelementsarehousedinablacksquare

whichcanthenbeplacedoverimagesorwithinlargerareasofblack(seecoverfor

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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the logo

3.1 name style, logo square and Coloured traIl

Thelogosquarehasbeendesignedsothatnamestyleandcoloured

trailcanalwaysmaintainablackbackground.Thelogocanbe

positionedonanybackground,aslongasNOtextorgraphics

encroachontheclearzoneareaaroundthelogosquare.

Thecolouredtrailhasbeencreatedasagradientoftheninedifferentcolours.These

arethemainbrandcoloursandshouldneverbesubstitutedorchangedinanyway.

ThenamestyleisdesignedintheprimaryGHTbrandfontcalled‘Hermes.’This

shouldalwaysappearinwhiteandabovethecolouredtrailandneveralteredinany

way.Therearesomespeciallydrawnvariationsofthelogo(seevariations)wherethe

relevantregionname(i.eDolpa)appearsunderthecolouredtrail.

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

coLour TraiL name sTyLe

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the logo

3.2 prInCIples of use

Itisimportantthatthelogoisalwaysusedconsistentlyandcorrectlyandneverina

waywhichwoulddamagetheintegrityofthedesign.

•Thelogoshouldneverbeshownbackwardsorinmirrorimage.

•Thelogoshouldneverbeshownrotatedatanangle.

• Thelogoshouldneverbestretchedhorizontallyorvertically.

• ThelogoshouldneverbedisplayedwithANYeffectsadded.Thisincludes:drop

shadows,gradients,frames,cornereffects,highlights,blurring,embossingorany

othereffects.

• Thelogooranyofthecomponentshouldneverbereproducedinanothercolour.

• Thelogoshouldneverberedrawn.

neVer TWisT The Logo

neVer add any effecTs To The Logo

neVer fLip The Logo

neVer sTreTch The Logo

neVer change any of The coLours neVer aTTempT To redraW The Logo

The greaT himalaya Trail

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the logo

3.3 Clear zone area

Asthekeyvisualidentifier,theGHTlogoisthemostimportantbrandingelementin

thedesignlayoutofanycommunication.Forthisreasonitisimportanttomaintaina

‘clearzone’aroundthelogo.Tohaveanyotherelementordesignfeaturelocatedtoo

closetothelogowouldundermineitsidentityandmayrenderitunrecognisable.Use

theadjacentdiagramtoassesstheclearzone.

Calculatetheclearzoneareabydividingthesquare.Anareaofatleast25%(shown

hereastheshadedpinkarea)representstheclearzone.Avoidplacingtextorany

othergraphicsinthisarea.

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.

50% 25%

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the logo

3.4 mInImum sIze

Toensurethelogoreproduceseffectively,theminimumsizeshouldbe15mm(this

excludesbrandeditemssuchaspensandbadges,wherethelogomightneedto

appearsmaller).

15mm

minimum size: 15mm across (acTuaL size)

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the logo

3.5 VarIatIons

Aspecialvariationofthelogohasalsobeendesignedforeachofthetensectionsof

thetrail.Thenameappearsintheappropriatecolouraccordingtothecolouredtrailin

thebottomhalfofthelogosquare.The Far West

rolwaling & everest

Dolpa

rara & Jumla

makaluBarun

Annapurna& mustang

Kanchenjunga

Langtang& helambu

KhaptadNational Park

RaraNational

Park

BardiaNationalPark

ChitwanNationalPark

SagarmathaNational

Park

Shivapuri

SheyPhoksundo

NationalPark

DhorpatanHuntingReserve

AnnapurnaConservationArea

ManasluConservationArea

MakaluBarun

NatinalPark

KoshiTappu

NationalPark

KangchenjungaConservation

Area

LangtangNational Park

Karnali

Kali Gandaki

Trisuli

Sun Kosi

Seti

Arun

Tamar

Simikot

THE FAR WEST

Gamgadhi

Jumla

Juphal

Jomsom

Dunai

Nepalgunj

Lumbini

BeniPOKHARA

Besishahar

Gorkha

Trisuli

Jiri

Lukla

Phaplu

Namche

Tumlingtar

Taplejung

Dunche

KATHMANDU

Nepal

India

Tibet China

API HIMAL7132m

SAIPAL HIMAL7031m

KANJIROBA(6883)m

CRYSTALMOUNTAIN

CHURENHIMAL7371m

DHAULAGIRI8176m

ANNAPURNASOUTH (7219m)

ANNAPURNA I(8091m)

ANNAPURNA III(7555m)

ANNAPURNA II(7973m) MANASLU

(8163m)

HIMALCHULI

(7893m)

SHIRINGIHIMAL(7187m)

GANESH I(7429m)

LANTANG LIRUNG (7225m)

MACHHAPUCHHARE(6997m)

DHAMPUSPEAK (6035m)

MERAPEAK(6461m)

KANGCHENJUNGA(8585m)

MAKALU(8463m)

EVEREST(8848m)

PUMORI(7161m)

CHO OYU(8201m)

GAURISHANKAR(7134m)

NUPTSE (7885m) LHOTSE(8516m)

AMADABLAM(6812m)

RaraLake

PhoksundoLake

Tilicho Lake

GosainkundLake

PhewaLake

humla

manaslu & Ganesh

the Far WesthuMla

rara & JuMladolpa

annapurna & MustangManaslu & ganesh

langtang & helaMBurolWaling & eVerest

MaKalu BarunKanChenJunga

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the logo

3.5 BlaCk and whIte

Theblackandwhiteversionofthelogoshouldonlybeusedwhenprintingrestrictions

apply.Otherwisethecolourversionispreferred.

bLack and WhiTe Logo

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typeFaCes

4. typefaCes

4.1 hermes sans - maIn Brand font

TheGHTtypefaceisHermesSans,amodernSwisstypefacewhichishighlyreadable

andendlesslyversatile.Ithasbeenchosenforitscleanstyleandidealexpressionfor

TheGreatHimalayaTrail.

TherearesixdifferentvariationsofHermesSanswithinthefontfamilythatcanbe

usedfordifferentpurposes.TheObliqueandCondensedversionsshouldonlybe

usedsparinglyandnotforprominentorlargeareasoftext.

4.2 helVetICa neue - seCondary font

HelveticaNeueistheGHTsecondaryfont.Helveticashouldbeusedforlargeareasof

textasiteasiertoreadatreducedsizes.ForexampletheHeadingsinthisbookletare

setinHermesandthebodycopyissetinHelvetica.

hermes sANs BOLD

The quick brown fox jumps over the lazy dog.

herMes sans regular

the quick brown fox jumps over the lazy dog.

hermes sans lIght

the quick brown fox jumps over the lazy dog.

HELVETICa NEUE BOLD

The quick brown fox jumps over the lazy dog

heLVeTica neue boLd

The quick brown fox jumps over the lazy dog

HELVETICANEUEBOLD

Thequickbrownfoxjumpsoverthelazydog

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Colours

5. Colours

TherearetencoloursintheGHTcolourpaletteplusrichblack.Eachoftheten

coloursalsorepresentsastretchofthetrail.Coloursshouldbepickeddependingon

theregion.ForexampleapageinaleafletreferringspecifiallytoHumlashoulduse

theredastheprimarycolour.Theothercolourscouldthenbeusedassupporting

colours.

BlackistheGHTprimarybackgroundcolourandshouldbeusedasmuchas

possible.Solidblackbackgroundareasshouldalwaysbesetin‘richblack.’Textcan

thenbereversedoutinwhiteandthelogocanfloatfreely(whilealwaysmaintaining

theminimumclearzonearea).

ToinstallthecolourpaletteintoyourInDesignfileopenthe‘colours’fileinthetoolkit

andsimplycopyandpastethecolourstripsintoyourInDesignfile.Alltheswatches

withthecorrectnameswillappearinyourswatchespalette.

5.1 Colour swatChes 5.2 tInts

30%

30%

30%

30%

30%

30%

30%

30%

30%

30%

30%

60%

60%

60%

60%

60%

60%

60%

60%

60%

60%

60%

C/12. M/100. Y/100. K/0.

C/90. M/30. Y/100. K/20.

C/12. M/27. Y/100. K/0.

C/100. M/90. Y/35. K/0.

C/100. M/0. Y/0. K/0.

C/15. M/60. Y/100. K/0.

C/90. M/40. Y/50. K/15.

C/55. M/15. Y/100. K/0.

C/100. M/50. Y/0. K/0.

C/50. M/100. Y/100. K/0.The Far West

annapurna and Mustang

rara and Jumla

Langtang and Helambu

Humla

Manaslu and Ganesh

Dolpa

Makalu Barun

rolwaling and Everest

rich Black

Kanchenjunga

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photography

6. photography

ThephotographyisakeypartoftheGHTbrandingandcareshouldbetakento

choosegoodqualityimagesthatareappropriate.Anextensiveimagelibraryof

approvedphotographsisbeingdevelopedcoveringsubjectsthroughoutthewhole

GreatHimalayaTrail.Thisdatabaseofimageswillcontinuetogrowasmoreandmore

photographyisadded.Ifnoneofthephotographsinthedatabasearesuitable,then

careshouldbetakenwhenchoosinganimagefromadifferentsource.

Picturesshouldnotbeover-stylisedorset-up.Thephotoshouldhaveareallife

qualityinareportagestyle,vibrantandportraythefeelingoffunandadventure.

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stationery

7. statIonery

7.1 BusIness Cards

Businesscardsshouldincorporateanyrelevantcontactinformationandaffiliatelogos

onthereverseleavingthefrontpurelyforbrandingandphotography.Thefrontshould

appearlikeaminiposterwithastatement,logo,imageandafewwordsintroducting

TheGreatHimalayaTrail.

The Great Himalaya Trail is a new and extremely

challenging, high-alpine route through some of the most rugged and breathtaking

landscapes on earth.













w w w . T H e G r e a T H i m a l a y a T r a i l . o r G

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

business card (8.5cm x 5.5cm)



business card reVerse

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sTATiONery

7.2 letterheads / a4 doCuments

LetterheadsandA4documentsincorporatethelogosquareinthetop-rightcorner

(40mmsquare).Alltextshouldbesetinthesecondaryfont:Helvetica.

Affiliatelogosandthewebaddressshouldbeplacedatthebottom.

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.

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

Mr Jon Foley

123 Fictional Drive Kathmandu Lalitpur NEPAL

Example Heading

w w w . T h e G r e a T h i m a l a y a T r a i l . o r G



Jon Foley

Mr Jon Foley


Example Heading

manaslu & Ganesh



Jon Foley

Mr Jon Foley


Example Heading

humla

40mm

affiliate logos

Helvetica

Website address

10 mm Section logo (Humla and rara)

Section logo (Langtang and Helambu)

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posters

8. posters

Postersshouldcarryalargestatementplacedoveraneutralpartoftheimagei.e

thewaterofthelakeorthesky.Thestatementshouldalwaysbedesignedinthe

mainbrandfont-HermesSans.Allbranding,additionalinformationandaffliatelogos

shouldthenappearinablackpanelontherighthandside.Thesizeandshapeofthe

overallpostercanchangedependingonthespacebeingdisplayedortheimage.

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 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

eco-systems; from the famous Sherpas, to Shamanism,

to the ancient Bön Buddhist culture of Humla.

India

China

HUMLA

MUGU

DOLPO

ANNAPURNA & MUSTANG

GANESH HIMAL & MANASLU

PANCH POKHARI & LANGTANG

EVEREST & ROWALING

MAKALU

KANCHENJUNGA NEPAL

w w w . T H E G r E a T H i M a l a y a T r a i l . o r G

PHoTo: alEx TrEadway

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 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

eco-systems; from the famous Sherpas, to Shamanism,

to the ancient Bön Buddhist culture of Humla.

India

China

NEPAL


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 famous Everest to the beautiful but lesser-known

Makalu. The route offers an 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 eco-systems;

from the famous Sherpas, to Shamanism, to the

ancient Bön Buddhist culture of Humla.

Dolpa

India

China

HUMLA

MUGU

DOLPO

ANNAPURNA & MUSTANG

GANESH HIMAL & MANASLU

PANCH POKHARI & LANGTANG

EVEREST & ROWALING

MAKALU

KANCHENJUNGA NEPAL


PHoTo: JaMiE MCGuiNNESS

posTer (125cm x 60cm)

x 60cm)

posTer (125cm x 60cm)

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exaMples

9. examples

Usethefollowingpagesofexamplesasabasisforyourdesignandtogetafeeling

forthestyleoftheGHTbrand.

9.1 Banners

NEPAL

NEPALNEPAL

NEPALNEPAL

banner (260cm x 60cm)

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

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

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exaMples

9.2 t-shIrts

India

ChinaNEPAL

T-shirT fronT and reVerse (bLack) T-shirT fronT and reVerse (bLack)

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exaMples

9.3 postCards

The Great Himalaya Trail is a new and extremely challenging, high-alpine route through

some of the most rugged and breathtaking landscapes

on earth.

“ If There wAs A reAl shAngrI-lA, ThIs plAce Is ITs

l IvIng DescenT” michael wood, BBC



on earth.



on earth.

“ If There wAs A reAl shAngrI-lA, ThIs plAce Is ITs

l IvIng DescenT” michael wood, BBC



on earth.



on earth.



on earth.



on earth.

w w w . T H e G r e a T H i m a l a y a T r a i l . o r G

Photo

Alex Treadway

posTcard fronT

posTcard fronTposTcard fronT

posTcard fronT

posTcard fronTposTcard fronT

posTcard fronTposTcard reVerse

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Brand eleMents dVd

10. Brand elements dVd

Everythingyouneedforcreatingcommunicationsandmarketingmaterialsisavailable

ontheBrandElementsDVD.

Contents:

• Logos

• TYPEFACEs

• TEMPLATEs

• PhoTogrAPhY

Brand elements dVd

Version 1.0

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Further help

11. further help

IfyouhaveanyotherquestionsregardingtheuseoftheGHTlogooranyotheraspect

oftheGHTbranding,pleasecontactamemberoftheteam:

ContaCt: ?

telephone: ?

emaIl: ?

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brand guidelines - britain€¦ · great himalaya trail brand guidelines 11 the logo 3. the ght...

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