Visual identity
Visual identity
Embedded Files
Logo
Logo
The primary logo consists of a yellow box with rounded corners paired with the Crash Baggage® wordmark.
The emblem and wordmark come as a pair.
Colors
Colors
YELLOW
PANTONE®
123
RGB
R: 255 G: 198 B: 41
HEX
#FFC629
CMYK
C: 0% M: 25% Y: 87% K: 0%
BLACK
PANTONE®
Black
RGB
R: 0 G: 0 B: 0
HEX
#000000
CMYK
Check with your printer the richest black
Violations
Violations
❌ Never change the color of the Crash Baggage logo.
❌ Never change the dimensions of the wordmark inside the box.
❌ Never stretch, squash or compress the logo.
❌ Never rotate the logo.
❌ Never outline the logo.
❌ Never add any graphic elements to the logo.
❌ Avoid adding effects like shadows, dimensions and gradients to the logo.
❌ Never change the font of Crash Baggage logo.
❌ Avoid using the wordmark without the yellow box.
❌ Don’t redraw the logo.
Approved variations
Approved variations
Only printing in one color? Use the black and white variant.
Yellow background? The logo can be unboxed.
The logo background color can be changed for special projects and cobrandings.
Dimensioning
Dimensioning
Keep it clear.
In print, the dimension of the logo should never be less than 20 mm.
In digital media, the dimension of the logo should never be less than 50px on low-resolution displays.
Clear space - Boxed Logo
Clear space - Boxed Logo
Clear space is at least double the left internal padding of the boxed logo.
Clear space - Unboxed Logo
Clear space - Unboxed Logo
The free space consists of at least one box made from the middle of the logo in height.
Typography
Typography
Title fonts
Title fonts
Body copy font
Body copy font
Untitled Sans Regular
Tracking: auto
Line height: auto
Never use italic in body copy nor in titles.
If you need emphasis in the body copy, you can use bold or highlight the text:
Fonts are unavailable?
Fonts are unavailable?
There are several situations in which the brand fonts will not be available.
For example, when using a platform or when a language requires characters that are not available in the brand font. In this case, adhere to these simple rules:
Choose the most classic serif and sans-serif fonts available.
For example, Helvetica, Arial for sans-serif, Times New Roman, Garamond for serif.
For body copy, use a sans-serif font.
Use serif for titles (never in bold).
If a title format very similar to the body copy size is required, use bold sans-serif.
For Brand Statements, combine a serif font with bold sans-serif.
Font colors
Font colors
YELLOW
PANTONE®
123
RGB
R: 255 G: 198 B: 41
HEX
#FFC629
CMYK
C: 0% M: 25% Y: 87% K: 0%
BLACK
PANTONE®
Black
RGB
R: 0 G: 0 B: 0
HEX
#000000
CMYK
Check with your printer the richest black
Background colors
Background colors
These are Crash Baggage official background colors. You can use them as background for logo, text, images, videos, catalogs. NEVER use alternative colors for background, except for special projects or collaborations where colour may change to meet the concept of the brands.
YELLOW
RGB
R: 255 G: 198 B: 41
HEX
#FFC629
CMYK
C: 0% M: 25% Y: 87% K: 0%
WHITE
RGB
R: 0 G: 0 B: 0
HEX
#000000
CMYK
Paper
GREY
RGB
R: 0 G: 0 B: 0
HEX
#CCCCCC
CMYK
C: 23% M: 17% Y: 18% K: 1%
Payoff
Payoff
The payoff "Handle without care" needs to be rendered with the Untitled Sans Black Title font, with the word "CARE" in full caps and a final exclamation mark.
In narrow layouts, a stacked version with left text-alignment is available.
Brand statements
Brand statements
The brand statements are rendered using a mix of the two title fonts, with the additional option of using all caps.
Brand statements are the only element in the whole visual guidelines that can use this type of typography. Do not use the visual treatment of brand statements applied to functional texts or other types of titles.
❌
❌
Marketing copy
Marketing copy
Marketing copy is rendered with the bold body copy font, in all caps.
Layouts
Layouts
Logo positioning
Logo positioning
Try following these best practices for placing the logo in a layout:
Avoid placing the logo in the corners
Keep a generous spacing from the sides of the layout
Prefer a centered alignment
In the example, the red-colored areas are to be avoided
Campaign payoff positioning
Campaign payoff positioning
Try following these best practices for placing the payoff in a layout:
Don't be too close to the logo
You can use the same vertical alignment of the logo, but if you do, use the opposite horizontal alignment
Work the image to find the most readable spot for the payoff
Approved examples
Approved examples
Digital
Digital
Buttons
Buttons
Buttons are rounded, with bold copy in white.
Button background is #33342E
Hover background is #FFC629
Calls to Action
Calls to Action
Calls to Action are rendered with the bold body copy font, in all caps. If they are links, they are underlined and have an arrow on the right end.
Vertical alignment:
Video
Video
Logo animation
Logo animation
Don't use transitions or movement when animating the logo. The logo only enters and exits through on/off animation. It follows the same rules of static positioning.
Payoff and brand statements animation
Payoff and brand statements animation
Payoff is animated by delaying the entrance of every word by 0,4 seconds, with no interpolations. Brand statements are animated by delaying the entrance of every line by 0,4 seconds, with no interpolations. Leave 1 second of empty background before starting the entrance. Once the phrases are fully revealed, keep them on-screen for the time needed to read them out loud.
Video examples
Video examples
40 sec video crash snow- no GRP.mp4stories 7.mp4Report abuse