Brand guidelines - Britain€¦ · great hiMalaya trail Brand guidelines 11 the logo 3. the ght...
Transcript of 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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great hiMalaya trail Brand guidelines
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.
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 Great Himalaya Trail is a new and extremely
challenging, high-alpine route through some of the most rugged and breathtaking
landscapes on earth.
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 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 (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
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
manaslu & Ganesh
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
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
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
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
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: 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
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 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
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 Great Himalaya Trail is a new and extremely challenging, high-alpine route through
some of the most rugged and breathtaking landscapes
on earth.
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 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
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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great hiMalaya trail Brand guidelines
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Further help
11. further help
IfyouhaveanyotherquestionsregardingtheuseoftheGHTlogooranyotheraspect
oftheGHTbranding,pleasecontactamemberoftheteam:
ContaCt: ?
telephone: ?
emaIl: ?
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great hiMalaya trail Brand guidelines