Graphic Identity Manual

CORPORATEIDENTITY

GUIDELINES

April 1, 2010 version 1.0

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Peak is the beginning of a revolution in the travel industry.

We originated in Vancouver, Canada, and offer our markets

fresh and competitive travel packages for both business

and pleasure. Extensive research shows that a consistent

brand identity solidifies and maintains reputations within

the hungry corporate market place environment. This is

true for Peak as well. As a new player, we hit the ground

running and are gaining tremendous momentum. To take

better advantage of the available potential, we developed

a new visual identity system that effectively links our

operational units, affiliates, platforms, and fleets with the

Peak name, a majestic asset that we showcase with pride.

Every member of the Peak team plays a vital role in

upholding our meticulous standards and maintaining

cohesion. We bring our identity to life with integrity, by

applying it throughout all communications, including print,

web, display, and fleet insignia. This visual identity manual

provides specific guidelines and standards to the Peak

community, and aught to be referenced for maintaining

consistency of application over time.

Mark Burnett ceo

Tracy Lou senior vp

Stacy Mateau pr

Craig Chung operations

04.2010 peak identity guide 1

INTRODUCTION

PEAK

INTRODUCTION

Sub-brandsAirbus

West Coast ToursBusiness Travel

FacilitiesHead Office

Construction YardRepair Hanger

StorageR&D Labs

Marketing Offices

DivisionsFlight CrewsEngineering

Customer ServiceTraining

R&Detc.

PEA

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PEA

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Graphic standards began in the early part of the last century to communicate a consistent image for emerging brands. This was done as a defense against competition and as a guarantee of origin and therefore, quality.

This is a manual outlining the corporate identity for a Vancouver–based airline company called Peak. The company focuses on two markets; business travellers, and families on short vacations within the Lower Mainland and Vancouver Island Region. The identity has a speedy, environmentally friendly, modern, and efficient tone. The main audience consists of the travelling public, including business professionals, white and blue collar workers, skiers, and other vacationers. The identity is used for applications such as fleet marketing, stationary, clothing and apparel, advertising, web, tickets, and ground vehicles.

Introduction ........................................................................ 1Safety Area ......................................................................... 2Correct Use ......................................................................... 4Incorrect Use ...................................................................... 5Olympic Connection ............................................................ 6Color Standards .................................................................. 8Typeface ............................................................................. 9Business System ............................................................... 10Apparel ............................................................................. 11Vehicles ............................................................................ 12

The design for Peak is sleek and streamline.It is constructed of 2 strips soaring into the air resembling airplane take-off trajectory. Simultaneously, the symbol is reminiscent of mountain peaks, synonymous with Vancouver’s rugged landscape. It is also quite edgy, featuring several apex formations, as the company name suggests. In order to maximize the impression, the Peak logo requires sufficient clear space isolating it from other graphic elements (such as typography, photos, imagery etc.) As demonstrated in the adjoining diagrams, the Peak graphic and logotype float comfortably in their safety area.

100% height

50% height

50% height

25% height

25% height

SAFETY AREA

SAFETYAREA

16% width

16% width

33% width

33% width


These standards have been developed for users as a resource by anyone responsible for the creation or implementation of communication materials. The responsibility of the Marketing & Communications department is to assist individuals and departmentsto ensure their communications are on-strategy, utilizing the correct communication vehicle, and reinforcing Peak’s high standards.

Each facility or division has a Public Relations Director within the Marketing & Communications department assigned to help with Peak’s communications. To find your contact person or ask any generic questions, please contact [email protected]

04.2010

CORRECT

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CORRECT

The following examples show correct and acceptable use of the Peak identity. When the logo is used properly, it increases the integrity of the Peak brand. If you have any questions on logo usage, please contact your Corporate PR Director or email [email protected]

• It is acceptable to use transparency in proportions shown by the example.

• It is possible to use b/w version of the symbol.

• It is allowed to use a punch out of the logotype and symbol on a black background only.

• Use the logotype and symbol on light, appropriate backgrounds, such as clear skies, as shown here.

100% 75% 50% 25%


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INCORRECT

INCORRECT

The following examples show incorrect and unacceptable use of the Peak identity. When the logo is used improperly this can compromise the integrity of the Peak brand. If you have any questions on logo usage, please contact your Corporate PR Director or email [email protected]

• Never distort, change logo color, or alter the logotype in relation to the symbol.

• Never use on conflicting, warped, patterned, or complementary colored background.

• Never use as tiles for other images or insignia.

• Never use the P separately.



Since our launch Peak has been a caring corporate citizen.

In 2010 we actively cooperated with the Olympic committee

and their adjoining groups. Peak delivered more fans to

Vancouver–based Olympic and Paralympic events than any

of our competition. Our visual identity is proudly displayed

next to the Olympiad artwork. The identity coexists

marvelously with that of the Games’. The shape and color

of the symbol have distinct features of Vancouver and

aught to be celebrated in any marketing campaign.

Thais is an example of the logotype and symbol applied

to an advertising raising awareness of our outstanding

accomplishment. The logo is harmonious with that

of Vancouver and the Olympiad. All public relations

material must celebrate the place of our origin, and

final destination, namely Vancouver. Its color palette

and distinguishing features should appear harmoniously

through out all publications.

Brought more people to the olympic & paralympic games.

Pantone

CMYK

RGB

PANTONE 298 U PANTONE 376 U PANTONE Cool Gray 11 U

69 7 0 0 50 0 100 0 0 2 0 68

19 181 234 141 198 63 113 112 115

COLOR STANDARDS

COLORSTANDARDS

The Peak approved colors used for print materials are shown above. The accompanying CMYK and RGB are to be used for print and web, appropriately. The colors are allowed to be transparent in the exact proportions of 100%, 75%, 50%, and 25%.


A B C a b c 1 2 3 4A B C a b c 1 2 3 4A B C a b c 1 2 3 4A B C a b c 1 2 3 4A B C a b c 1 2 3 4A B C a b c 1 2 3 4A B C a b c 1 2 3 4

A B C a b c 1 2 3 4A B C a b c 1 2 3 4

Frutiger Delicious

TYPEFACES

TYPEFACES

The Peak approved fonts used for print materials are Frutiger as primary and Delicious as secondary. The official font that appears in the Peak identity is Frutiger 75 Black Italic, but it is not widely used in other communications.

56 Italic

55 Roman

54 Light

65 Bold

66 Bold Italic

75 Black

75 Black Italic

Roman

Bold


Peak Limited123 Main Sr.

Anytown, ON

A1B 2C3

t.416.123.4567 f.416.123.4567 [email protected] Limited123 Main Sr.Anytown, ON

A1B 2C3

t.416.123.4567 f.416.123.4567 [email protected]

MARY SMITH vice president

Peak Limited123 Main Sr.

Anytown, ON

A1B 2C3

BUSINESS SYSTEM

BUSINESSSYSTEM


APPAREL

APPAREL


VEHICLES

VEHICLES


PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE Cool Gray 11 U

C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115

04.2010

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 298 U

C69 M7 Y0 K0

R19 G181 B234

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63

PANTONE 376 U

C50 M0 Y100 K0

R141 G198 B63


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115


C0 M2 Y0 K68

R113 G112 B115

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04.2010

Peak Inc. 645 Howe Street

Vancouver, BC CANADA V6C 2Y9 www.peak.com

[email protected]

04.2010

Documents

Graphic Identity Manual