BRAND GUIDELINESlogo LOGO WITH PILLARS & ICONS The redtag.ca logo lockup with pillars and icons...

BRAND GUIDELINES

UPDATED 2017

2 REDTAG.CA BRANDING

PROPER LOGO USAGE The redtag.ca logo’s primary use on white is the red logo with a black string for the tag and a black dot.

If the logo is being placed on a coloured background, the white knockout version of the logo should be used.

If the logo is being placed on an image, the logo use should be determined by the darkness or business of the background. If the background is too busy, place a light or dark layer for the logo to sit on.

logoRed logo on white

Knockout logo on red


INCORRECT LOGO USAGE The redtag.ca logo can not be altered in any way. The following rules should beadhered to at all times.

Do not stretch.Do not use the logo without the tag.Do not put the logo on a clashing colour.Do not put the logo on a busy background where the logo won’t be visible.Do not ad a gradient, drop shadow, stroke or any other effects.Do not apply a transparent effect.

logo


logoLOGO MARGINSThe redtag.ca logo should always be surrounded by a minimum area of space.A margin of clear space equivalent to the height of the ‘e’ is drawn around thelogo to create the invisible boundary of the area of isolation. The mark has a clearspace equal to half the width. These areas of separation are a minimum and should be increased wherever possible.

LOGO SIZEThere are no predetermined sizes for the redtag.ca logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.

There is no preset maximum size for the redtag.ca logo. Minimum size shown.

TEXT USE When used in text, redtag.ca should be all lowercase letters, no spaces and used as the full site name with .ca as shown in the example.

Logo should not be used smaller than 1” wide.

1”

redtag.ca is fully owned and operated by a Canadian Corporation Red Label Vacations Inc.®

We are a licensed retail travel agency in the province of Ontario and governed by the Travel Industry Council of Ontario and accordingly adhere to all of their requirements and regulations. More info on T.I.C.O.

The company is designed for one purpose and one purpose only and that is to help customers plan the vacation of a lifetime. As the name suggests, redtag.ca specializes in finding fantastic travel deals on vacations, flights, cruises, hotels and car rentals. We ensure that our customers get the bargains available without compromising on service.

redtag.ca was founded by Enzo DeMarinis, Joe DeMarinis and Frank DeMarinis who were founders and co-owners of one of Canada’s

largest retail travel agencies, Bel Air Travel Group. In 2001 BelAir Travel was sold to a large British owned Canadian Corporation.

redtag.ca is founded on many of the same principles that propelled Bel Air Travel to such wonderful success. Those principles will continue to be the trademark of redtag.ca and they are:

Customer Care. Our agents are, and have always been our greatest asset, they are eager to help you plan your next bargain vacation. We are here to assist you every step of the way. We’ve combined great people with great technology and that means a satisfying and pleasant experience for you.Shop, Compare and Payless - Best Travel Deals on vacations, flights, cruises, hotels and car rentals are what we are all about. By negotiating with our travel partners and using our buying power and leverage we can offer our customers the lowest rates on every vacation package, cruise ship and airline, every day!

Example of redtag.ca in text


LOGO WITH TAGLINE The redtag.ca logo lockup with the tagline cannot be altered in any way.

The tagline uses the font OMNES in regular weight.

logoKnockout logo with tagline on redRed logo with tagline


LOGO WITH PILLARS The redtag.ca logo lockup with the pillars cannot be altered in any way.

The pillars use the font OMNES in regular weight.

logoKnockout logo with pillars on redRed logo with pillars


logoLOGO WITH PILLARS & ICONSThe redtag.ca logo lockup with pillars and icons cannot be altered in any way.

The pillars use the font OMNES inregular weight, with the icons placed on the left of each pillar.

Knockout logo with pillars and icons on redRed logo with pillars and icons


coloursPRIMARY COLOURSPrimary colours for any web or print material are redtag.ca Red, Black, Light Grey and White.

SECONDARY COLOURS Secondary colours — Grey, Yellow, Blue, Green — are to be used as accent colours for small amounts of text or key words within promos for print or web.

Primary Colours

Secondary Colours

GREYCMYK 65, 56, 56, 35RGB 79, 79, 79HEX #4F4F4F

redtag.ca REDCMYK 14, 100, 100, 5RGB 202, 0, 0HEX #CA0000

BLUECMYK 58, 0, 8, 0RGB 22, 223, 249HEX #16DFF9

YELLOWCMYK 6, 0, 96, 0RGB 225, 225, 0HEX #FFF000

GREENCMYK 60, 0, 100, 0RGB 105, 195, 20HEX #69C314

BLACKCMYK 0, 0, 0, 100RGB 0, 0, 0HEX #A7CA39

LIGHT GREYCMYK 11, 8, 8, 0RGB 224, 224, 224HEX #E0E0E0

WHITECMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX #FFFFFF


typeface

BRANDON GROTESQUE LIGHT BRANDON GROTESQUE LIGHT

BRANDON GROTESQUE MEDIUM BRANDON GROTESQUE MEDIUM

BRANDON GROTESQUE

BRANDON GROTESQUE BOLD




ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890






PRIMARY FONT USAGEBrandon Grotesque is the primary font for all redtag.ca creative. It’s a clean, friendly font with many styles available for emphasis in promo copy.

Proper kerning and leading should always be used and the font should not be stretched or modified in any way.


typeface

ADELLEABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890




OMNES EXTRA LIGHT Adelle Thin

Adelle Light

Adelle Regular

Adelle SemiBold

OMNES LIGHT

OMNES

OMNES REGULAR

OMNES MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890







SECONDARY FONT USAGEOmnes or Adelle are to be used for larger quantities of lowercase text or mice type. Omnes Medium is not to be used less than 14pt.



typeface


AB CDE FGHIJKLMNOP QRST UV WX Y Z abcdefghijklmnopqrstuv wx yz1234567890

ABCDEFGHIJKLMNOPQRSTUV W X YZ

abcdefghi jk lmnopqrs tuv w x yz1234567890

Billabong ACCENT FONT USAGEKing Basil, Billabong or Milkshake are to be used sparingly as an accent font for single words within promo messaging. Never to be used as all caps, full sentences or paragraphs.


King Basil Lite

Milkshake


When using the redtag.ca logo on social media (Facebook, Twitter, Instagram), will have a small logo in the bottom corner either using the primary logo on a white block or the knocked out logo on a red block.

The size of the block is the minimum space (using the ‘e’) around the logo.

social mediaFacebook/Instagram post Twitter post


Another way to display the redtag.ca logo on social media posts is using the tag icon in a circle — similar to how it’s displayed on the homepage of the website. This will be used later down the line once the tag icon on it’s own is more recognizable over time.

social media

Tag icon currently displayed on the redtag.ca homepage


PROPER IMAGE USEWhen choosing an image, look for these elements:

• Delivers impact• Vibrant colours• Shiny, happy people• Blue sky• Captures a moment in time• Depicts real life• Fun activities• Engages the viewer• Tells a story

images

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