Manu Cloud Forest Walkway at Wayqecha. Brand Book

Transcription

1 Manu Cloud Forest Walkway at Wayqecha Brand Book 1

2 Contents Who We Are/What We Do 3 Why the Cloud Forest is important 4 How we are different 5 Audience 6 Brand Promise/Values/Personality 7 Logo Sketches 8 Our Logo 9 Typography 11 Color 13 Color System 17 Color Variations 18 Tone of Voice 19 Photography 20 Placing text 22 on photographs 22 Maps and Way-Finding 23 Website 25 Hydrology Diagram 26 2

3 Who We Are, What We Do The Manu Cloud Forest Walkway at Wayqecha is a sub-brand of the Amazon Conservation Association, a non-profit organization dedicated to the ecological and cultural preservation of the Amazon River basin. Established in 2005, Wayqecha is only permanent research station in the Andean Cloud Forest. They already host scholarship students who study the cloud forest and the endangered animal and plant life which inhabit it. Unlike their sister organization, Secra, The Manu Cloud Forest Walkway at Wayqecha goal isn t churning out academic papers. They want to get into the business of eco-cultural tourism This basically means that travellers will come to learn about the fragile ecology of the cloud forest and get involved with the local cultures. Visitors will leave with an understanding of the importance of the rainforest and the circle of life, i.e., how the culture, economy, and the environment relate to each other. Also visitors will bring in money which will help the station stay afloat. They are hoping to create green jobs for locals, so they don t have to look for gold and put more mercury into the water system. They will be employed as local guides and given opportunities to sell their goods to visitors. 3

4 Why the cloud forest is important It maintains biodiversity. There is a high concentration of endangered of plant and animal species. Some of these species only exist within a few square meters. Migratory fish spawn at the headwaters. It keeps the rainforest wet. The cloud forest acts like a "giant sponge." Water is absorbed there, becomes clouds, and slowly releases rainwater into the rainforest. This process prevents flooding because otherwise the water would be have to be held in the rivers below. Escape from climate change. Due to climate change organisms have to keep moving up to the cloud forest to find areas they can thrive in. 4

5 How we are different The Manu Canopy Walkway at Wayqecha is the only Andes destination offering a canopy walkway that traverses a primary cloud forest and intact eco-system and local indigenous guides and scientists available to teach about the landscape, ecology and cultural heritage. 5

6 Audience Naturalists: Birders, orchid lovers, etc Eco-tourists Backbackers Scientists and University Researchers Educators and Local School Children Orchid researchers at Wayqecha Raechel Running 6

7 Brand Promise Generate Knowledge Scientific Understanding Develop Partnerships Sustainable Livelihoods Watershed Conservation Values Resolved to solve Open Respectful Equal Stewardship Accountable Action-Oriented 7 Personality Engaging Passionate Positive Problem Solver Open/Sharing Scientific

8 8 Logo Sketches

9 Our Logo MANU CLOUD CANOPY WALKWAY AT WAYQECHA 9

10 10 We chose to use a series of concentric half circles to evoke connectedness and understanding how one thing can relate to the whole. The shape is one commonly found in Pre-Columbian Peruvian artifacts.

11 Typography Trade Gothic Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (! #$%& Trade Gothic Bold Number 2 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (! #$%& *+,-./ :,<=>?@) 11

12 Trade Gothic bold 36pt for heads. Trade Gothic bold 18pt for subheads. Trade Gothic Light 8pt/11 pt is the font for body text. Trade Gothic light 6pt for captions. 12

13 Color We are taking our pallet from nature. The obvious choice would be green. That is why everyone else is using it. All the more reason to avoid it. 13

14 14 Water

15 Cock of the Rock These cute little guys are Cocks of the Rock, the national bird of Peru. They mainly reside in cloud forests. 15

16 Plant Life 16

17 Color System C 0% M 78% Y 100% K 2% C 20% M 3% Y 3% K 0% C 40% M 5% Y 5% K 0% C 60% M 8% Y 7% K 0% C 100% M 14% Y 13% K 0% C 75% M 11% Y 10% K 25% C 9% M 11% Y 100% K 0% C 0 % M 0% Y 0% K 70% 17

18 Color Variations Sometimes, it will be necessary to put the logo on different planes of color. Try to stick to the gray and the yellow with these color variations. Avoid putting the logo on the orange. MANU CLOUD CANOPY WALKWAY AT WAYQECHA yes! yes! no! 18

19 Tone of Voice Manu Canopy Walkway at Wayqecha, located in the Manu National Park in Peru, invites you to come explore their facilities. Up until now, it was virtually impossible for outsiders to visit and observe first hand the work the scientists in the Amazonian rainforest have been doing. There is no better way to understand the importance the rainforest s role in balancing the globe s fragile ecology than witnessing it directly. During your stay, walk across the brand-new modern canopy walkway. Up in the clouds, you can observe hundreds of bird, orchid, and epiphyte species. There is no other view of the region like it. 19

20 Photography Many of our visitors will be avid photographers. Many of the photographs used can be user generated. However, that doesn t mean that everything is appropriate. We don t want anything too much like a amateur snapshot or anything that looks too sleek and fake. yes! 20 no!

21 yes! yes! no! 21

22 Placing text on photographs Sometimes you might want to put text on a photograph. To maintain legibility, place the text these yellow transparent boxes. The yellow is C 9%, M 11%, Y 100%, K 0%, with 80% transparency. 22

23 Maps and Way-Finding Trail Map Canopy Walkway River Hiking Trail Road 23 Toilets Lodging Research Area

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25 25 Website

26 26 Hydrology Diagram