BRAND BOOK SEPTEMBER 2013
Hi there. Welcome to the TICKETTOTHEMOON brand guidelines. This mini-booklet provides you with everything you need for designing all marketing related materials. Using our brand correctly is very important to us so we ask that the guide is always reffered and adhered to. 01 introduction
for material visit: brand.ticketothemoon.com user: tttm pass: tttmbrand for anything else write to: brand@ticketothemoon.com 01 introduction
OVERVIEW / WHAT WE DO. Since 1996 we have been busy building the best hammocks out of the best materials together with the best people. Period. We provide high comfort and high secure products to our users. All the TTTM parachute inventions are handmade in our factory of Bali in Indonesia, from the highest quality of nylon fabric: resistant, elastic, breathable, and skin-friendly tested. watch a video about Charly, our CEO! http://www.youtube.com/watch?v=hv-auibtn8y 02 the brand
TRANSPORT OUR VALUES. IT S NOT JUST ABOUT THE HAMMOCKS, IT S ABOUT THE PEOPLE. Whatever you are designing: remember to communicate that TTTM is more than just another, boring brand. And it s not just about the hammocks, it s also about the people. From the seamstress sitting in bali, putting together those high quality materials - to the designer who s building that new POS-Poster - down to the consumer. In the end everybody should be happy and satisfied. That is what we are striving for every day. Let s just break it down: see next page 02 the brand
TALK TO FRIENDS, NOT CUSTOMERS. be honest. Please don t try to communicate something that just in t. High class, skinny, blond models belong to the catwalk, not to TTTM. be creative. Our main business is the adventure business. So keep in mind you are probably not talking to someone who is going for a luxury trip on a cruising ship. Don t tell them what they need. Tell them what they could have. A sunset on the beach, a mosquito-free night in the forrest. Get it..? Edgy but and nice. Our customers are not just customers. They are friends. Dear Community, please see our newest product. It s awesome, buy one and get one for free!!!!! You don t talk to friends like this, do you? Be funny, be sophisticated - and read that article before writing for TTTM: http://catalystblogger.blogspot.co.at/2008/04/young-edgy-cool-conundrum.html 02 the brand
WE LOVE CHANGE. OUR LOGO DOES NOT. We like to keep it short. Here s everything you need to know about our wonderul logo and how to use it correctly. 1 The favourite. Our awesome logo in full color. Use it whenever you have a bright background. Also, it needs some room, keep enough whitespace around it. 2 3 Black n white. Used when the background or ambiente does not work with the full color version. Also, we prefer to use this version with 100% img-sujets. - more on that later. By the way, brands usually have two kinds of logos: The screen-logo and the print-logo. We don t need that. Thats it. 1 2 3 03 the logo
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HEY TRAVELLER, YOU CRAVE THAT KULTURISTA, DO YOU? Isn t she lovely? Kulturista is our main font for on & offline. 2 KULTURISTA SEMIBOLD / SEMIBOLD ITALIC ABC, 123. ABCDEFGHIJKLMNOPQRSTUVWXYZ?!&$@* 0123456789 1 KULTURISTA BOLD ITALIC 3 KULTURISTA MEDIUM & LIGHT ABC, 123. ABCDEFGHIJKLMNOPQRSTUVWXYZ?!&$@* 0123456789 ABC, 123. ABCDEFGHIJKLMNOPQRSTUVWXYZ?!&$@* 0123456789 Kulturista is a nice, impactful & strong font. Very good for headlines, some copy but not so good for longer text. When it comes to line spacing, keep it fancy. Also, kern your sh*t! TRY TO USE KULTURISTA BOLD ITALIC AS OFTEN AS POSSIBLE! DON T FORGET ABOUT THOSE SEPERATORS ABOVE AND BELOW! 04 typo
PROXIMA NOVA When Kulturista isn t enough, theres always a Proxima Nova! 2 Proxima Nova Semibold ABC, 123. ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 Proxima Nova Bold ABC, 123. ABCDEFGHIJKLMNOPQRSTUVWXYZ?!&$@* 0123456789 3 Proxima Nova Regular & Light ABC, 123. ABCDEFGHIJKLMNOPQRSTUVWXYZ Proxima Nova is basically Kulturistas mean step mother. When Kulturista is used to much, proxima takes care of the problem and lightens the layout. Try it! Also, she s a real beauty, very uncomplicated, doesnt need much kerning by hand. USE PROXIMA FOR THE WEB, FOR COPY AND LONG TEXT! NEVER USE PROXIMA FOR HEADLINES ANYWHERE AT ALL! 04 typo
OUR COLORS.. give us our personality. We re friendly, warm, simple & bold. Primary color Primary color Light blue sky Dark blue sky C 100% M 80% Y 10% K 0% C 100% M 75% Y 45% K 45% Secondary color Hammock yellow 100% 75% 40% Secondary color Hammock orange 100% 75% 40% Secondary color Moonshine 100% 75% 40% 05 colors
BE AUTHENTIC, BE EMOTIONAL, BE BOLD. This is how we want our images to be. YES NO emotions nature textures weird perpectives cropped images adventureous places authentic places too colorful smooth edges unfocused images overlays real people, real situations staged emotions 06 imagery
THANK YOU FOR WORKING WITH US. here s to the future of #tttm 06 thank you.