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corporate identity

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2014-2015

1994-2014

About UsWe’re simply the best, most complete kayak sports center!

Aqua Excursions is a premiere ocean adventure and guided wildlife exploration A leader in adventure

tourism, Aqua Excursions has been offering unique, small-group kayaking experiences since

1996.

The company has built its reputation on exceptional quality, extensive experience, high safety standards, personalized, friendly service, and a strong commitment to the culture, history and natural environment of each of its areas of operation.

Although Aqua Excursions does offer programs for advanced paddlers, most tours are designed with the novice and intermediate in mind. Paddling technique and rescue procedures are thoroughly covered on each tour.

Aqua Excursions offers half-day or full-day trips with and experienced instructors. Day trips provide

an exciting adventure in a tranquil wildlife habitat or an introduction to sea kayaking, a fantastic snack or lunch, and a great opportunity for physical exercise. Sunset and moonlight paddles can also be arranged.

Allow our professional staff to you with equip-ment, information, and expertise for an unforgettable experience. We invite you to experience how easy Aqua Excursions makes exploring some of the

scenery an adventure.

Guided Wildlife ToursThis tour is great for all ages, all experience levels, locals and visitors! Join us on our amazing wildlife tours and have the time of your life! Some highlights of the tour are:

• Kayaking lesson (or refresher)• Wildlife viewing on beautiful Freedom Bay• Views of Mount High Top on clear days• Fun on the water and a true wildlife adventure experi-

ence

We focus on small groups of adventurers, making safety and fun top priority. From wildlife-rich tropical rivers to snow-covered peaks, our kayaking adventure tours re-ward the active traveler with a unique and exhilarating way to explore the wilderness.

Ocean Adventure ToursOcean Adventure Tours provide full instruction on pad-dling, water safety, and local history. Trips include snorkel gear, snacks, juice and bottled water. Every Ocean Ad-venture kayak tour is different and may include: 1. Dolphin watching. Paddle over soft rolling swells

and breathe the fresh air as you watch for pods of dolphin, loggerhead sea turtles, and other marine life.

2. Whale watching. Whale watching it is our favorite winter pastime. Kayaks do not intimidate whales, they allow us to quietly observe them from a safe dis-tance.

3. You may see tidal pools with eels, sea turtles and colorful tropical

A Tour Package for Every Taste

Kayak Tours, Sales, and Service

What should I bring on my Adventure Kayak Tour? • Water/Drink• Sunglasses/Hat/Camera• Footwear

Should I reserve a double kayak or two single kayaks? As a rule, double kayaks are more stable and easier to operate, especially for beginners. Also, double kayaks are great for parents with younger children and couples for photo opportunities together.

Do I need any prior experience? No, beginner or novice, everyone receives paddling in-structions and basic kayak training before we launch. The guide is always there to help you. However, most people do that they enjoy their multi-day trip more if they’ve had some previous kayaking instruction.

Aqua Excursions strives to meet the needs and desires of all our customers. Experienced and talented guides lead our fun and adventurous multi-day trips. Having access to many beautiful and unique waterways allows Aqua Excursions to offer a variety custom tours includ-ing, but not limited to:

Kayak Camping Adventures, Full Moon Paddle Adventures, and our very own Private Adventures Tour. Descriptions of each of these Custom Adventures follow.

Kayak Camping AdventureKayak camping is for the serious adventurers looking to combine kayaking with the unique experience of primi-tive camping. Advanced reservations are required for this Custom Adventure.

Full Moon Paddle AdventureSign up for this unique experience and join us as we search for shooting stars, constellations, and look for planets. Advanced reservations required.

Private Adventure TourCustomize your adventure by creating a private tour for an additional fee. Contact us for details.

1234 Main StreetMyTown, USA 12340

888.555.1234www.aquatours.com

Kayak Rental Info All rentals are serve for date, time and tour location. Rentals are delivered to the location of your choice based on reservation. Same day service is available.

Reservations are required. Kayak rental include paddles, dry bags and life jackets. Rentals are by hourly, half day (four hours), or full day (eight hours). • 1 Hour: $25• Half Day (4 hours): $75• Full Day (5+ hours): $100• Weekly: $250

Tour FAQs Custom Adventures

typographymediums used:IllustratorInDesign

2015

2 A Look at the Futura TypefaceLMNOPQRSTU

bcdefghi Futura is a standard geomet-

ric, sans-serif typeface. It is con-

sidered “geometric” because of

just that: Its design consists of

straight lines, geometric shapes,

and fine-line curves within its let-

ters and numbers (“Free Down-

load Font Futura (+ History) | A

TechnoLedge Blog”). In fact, Nich-

olaus Fabian, a blogger from

CreativePro.com, argues that the

typeface itself inspired the design

element of its time, as it “became

a cornerstone of the ‘New Typog-

raphy’ classified as Geometrical

Modernism” (Fabian, para. 1).

This timeframe, he argues further,

was a time which mentioned that

form took precedence over the

function of how design was cre-

ated, and design should remain

simplistic and reasonable to the

viewer who happens to receive

the image created. This timeframe

also, from 1927-1930, was dur-

ing a time of heightened jazz,

high stakes, and hustlers roaming

the streets with glamour and ex-

citement (“The Bauhaus Designer

Paul Renner”), with various his-

torical events of the Jazz Age and

Great Depression at the forefront

here, a time of hustlers, stock

market excitement (and crashes),

and a sense of livelihood for be-

ing an American in the corporate

world. The creator, at the time,

felt that the font required a de-

sired pizazz to attiribute to this

Era, notwithstanding the financial

hardships and war-ridden times

of the 1920s.

Futura itself was created by a

typeface designer named Paul

Renner. Renner was born in 1876

in Germany, who primarily led

his focus as a graphic designer,

typographer, and painter (Fa-

bian, para. 1). Many of his type-

faces and designs for books and

articles became the forefront dur-

ing an era known as the “New

Typography,” as Fabian puts it

in his blog. This became synon-

ymous with the time known as

Geometrical Modernism, as was

alluded to earlier.

The typeface, at the time, came

in a variety of styles, including

Light, Medium, Bold, and Bold

Oblique when it hit the market.

Later on, other styles were added

including Light Oblique, Medium

Oblique, Demibold, and Demi-

bold Oblique, among others,

as it evolved in the 1930s (“The

Bauhaus Designer Paul Renner”).

Many other styles then were

added to it as years went by, in-

cluding Inline, Display, Black, and

Condensed versions of Futura.

To describe the typeface and

some of its uses, Futura is well-

known for its sleek lines, its dar-

“Futura is well-known for

its sleek lines, its daring yet

sleek look, and its futuristic

embodiment.”

DES114_TerenceWaters_Assessment4.indd 2 1/24/2015 8:38:58 PM

1

turies in relation to typeface,

purpose, and overall design. Of

particular note comes the typeface

known as Futura. This typeface has

been well-known as a high stan-

dard in the world of modern-like

typefaces, with a look and feel that

is easy to read, shows class, and

is well-known in the typography

during a time of booming econo-

my (as will be discussed), giving it

a fresh look for its audience at the

time. This article will focus on Fu-

tura’s history as a typeface and a

design work, along with its creator,

historical timeframe, and the vari-

ous uses and styles the typeface

has available.


TYPOGRAPHY

a look at . . . ftheuturatypeface

Fonts and typography have

been a part of design for cen-

scheme of doing graphic and web

design. It was a typeface created

by TERENCE WATERS

4 A Look at the Futura Typeface

1234567890,./;:?!’”<>

LMNOPQRSTUzyxwvut

f abcd

efgh

ijklm

nopq

rstu

vwxy

zA

BCD

EFG

HIJ

KLM

NO

PQRS

TUVW

XYZ


3TYPOGRAPHYLMNOPQRSTU

bcdefghiing yet sleek look, and its futuristic

embodiment. Such variances oc-

cur within some of the letters and

numbers itself, giving it its distinc-

tion from amongst other typefac-

es within the sans-serif family. For

instance, the lowercase letter “f”

holds a very narrow look, with

the curve taking up the majority

of the typeface at 48-point type.

The x-height of Futura takes up

nearly two-thirds of the full body

of the lettering, while the actual

width of it taking up a fourth of

its size, proportionately.

The typeface is also very well-

known, as it is easily recogniz-

able in various logos, such as the

Black style in the Best Buy logo,

the lowercase ‘f’ in the Facebook

logo (also shown on the article’s

first page), and a Futura variant

in Hulu’s TV streaming service.

Overall, Futura has a high stan-

dard in the world of modern-like

typefaces, with a look and feel that

is easy to read and very recogniz-

able in design elements today for

print, web, and design elements

where needed.

ReferencesFabian, N. “The Bauhaus Designer

Paul Renner.” (December 15,

2000.) Retrieved January

8, 2015, from http://www.

creativepro.com/ar t ic le/

the-bauhaus-designer-paul-

renner.

“Free Download Font Futura (+

History) | A TechnoLedge

Blog.” (n.d.). Retrieved Janu-

ary 8, 2015, from http://

muh fach r i za l . b l og spo t .

com/2012/03/free-down-

load-font- futura-his tor y.

html?ref=nf.

“Futura font family.” (n.d.). Retrieved

January 8, 2015, from http://

www.linotype.com/472/fu-

tura-family.html.

Sonia, T. (2014). “A Look Into: Fonts

Used In Logos of Popular

Brands.” Retrieved January

8, 2015, from http://www.

hongkiat.com/blog/fonts-

used-logos-popular-brands/.

Futura (as shown in its entirety on page four) is distinguished by its sans-serif typeface, tall lettering, particularly in the lowercase ‘b’ and uppercase ‘L’, and distinctive look in post-ers, flyers, and many logos used today. Its title properly describes its nature: “Futur”istic.


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2014-2015

Identity IS what we truly have in life; MAKE THE MOST OF IT!

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2015

(C) 2014-2015Terence Waters

contact info:[email protected]/in/ terencewaters@terrokkinit- Twitter

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