Calway Logistics Brand Pack (calwayBrandPack)

calwayBrandPack

# Calway Logistics Brand Pack (calwayBrandPack)

## overview

Calway Logistics has a partial logo design and visual style, but a full brand pack needs to be developed.

see the full brief here:

## assets

see calwayAssets:
[here][1]

/graphic/elements contains the existing logo

## company

Calway logistics is a freight company operating in the north west of australia. They provide long distance freight services for companies, primarily mining companies.

## development notes

### logo

The existing logo represents three things:

 * a compass rose
 * a truck tyre
 * the letter 'C'

Whatever changes we make, the logo still needs to represent these three things.

The existing logo is quite crude, and needs to be developed. The design or shape of the existing logo should remain the same. This logo is lacking some finer touches, I don't know exactly what needs to be done, but some examples of things which may refine this logo to an appropriate standard:

 * a slight gradient
 * slightly rounded corners
 * different colors for the radial lines
 * different colors for the outer blocks (the tyre tread).
 

note: since I wrote this section I discussed the logo situation with you, so you already know what we need to do.



### fonts

The font used for "alway" in the logo is /fonts/pirulen.ttf

I can't find the font that was used for "logistics" find a similar font (preferably open source). this font will be the "heading font"

Choose a sans serif font for body copy (preferably open source).

### visual style

The company needs a visual style which can be used on all their media to make them all appear constant. 

Nothing currently exists. 

 * their current website uses the 'tyre tread' (/calwayAssets/elements/) but we only have this in png, we would need an ai/pdf
 * the original business plan used a sortof 'mapping' theme.. see /calwayAssets/businessPlan

### corporate colors

Calway wants a corporate color scheme based on the rich reds of north western australia. At the moment we have only one primary color. A full color scheme needs to be developed.

Create a pallette including:

 * the primary color
 * at least one secondary color
 * two or three teriary colors

A few images:

 * [one][2]
 * [two][3]
 * [three][4]

## deliverables

the output of this project is the set of assets that would be provided to a designer or developer. So you will end up with a directory tree like:

/calwayBrandPack
  - /logo
  - /fonts
  - /colors
  - /elements


### logo

  * pdf (rgb)
  * pdf (cmyk)
  * png
  * png (greyscale)
  * tif

### fonts

  * logo font (already provided)
  * heading font
  * body font

### visual style

  * whatever elements are necessary to recreate the visual style.

### colors

  * set of primary, secondary, tertiary colors
  * pdf showing swatches, each swatch must show RGB & CMYK color spec.
  * txt file listing colors with RGB and CMYK specs for each.

## revisions

no limit to revisions. I have no incentive to waste your time, and rarely require more than a few revision cycles. If after a few revisions we don't seem to be getting close to a finished product, I will terminate the project.

## payment

I reserve the right to terminate the project prior to final .ai files being provided. In such an event I will pay 50% of the agreed contract price.

100% payment will be made once all deliverables have been accepted by me.



  [1]: https://www.dropbox.com/sh/xnouroo1irzfnk8/AACgQ__uT-AX_P7fLqgzzduWa
  [2]: http://www.gettyimages.com.au/detail/photo/camping-in-sand-dunes-north-of-lake-mackay-high-res-stock-photography/150967586
  [3]: http://www.gettyimages.com.au/detail/photo/bluff-country-around-balgo-community-high-res-stock-photography/150967575
  [4]: http://homeandofficedecors.com/wp-content/uploads/2014/04/planning_a_room__tuscan_color_scheme__b__musings_-_part_11.jpg