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TRAVEL BRAND DESIGN: APLAN

xingyu zhong
Sep 13, 2017
3 min read

After last week's conception of my travel brand, this week I am going through more detailed branding of it, which includes the name, mission, promises and singular idea of the brand, also the visual parts such as logo, color, look and feel (moodboard), and layouts of campaign.

However, during I was doing the assignment, there were a few terms I am not so clear about. So I did some research about them:

Advertising Campaign:

A coordinated serious of linked advertisements with a single idea or theme.

The theme for the campaign has to be decided as in the colors to be used, the graphics should be similar in all ads, the music and the voices to be used, the designing of the ads, the way the message will be delivered, the language to be used, jingles, etc.

But as in the requirement, I would think it is more like a poster, a part of the campaign.

Singular Idea:

There was no specific definition of this term. As far as I could find, it is kinda like the most important brand promise or the most attractive thing of the brand to its audience.

Advertising Layout:

Layout may be defined as the arrangment of the various elements of advertising such as illustration, text matter, product and the name of the company. A good advertisement is a combination of both copy and art.

The layout must be prepared separately from the copy and must indicate the kind of type to be used and the amount of space to be apportioned, the border to be used and the exact position of the illustration, if any, to be included. The layout is a plan of an advertisement and makes the work of the printer easier.

So, after the terms, I started choosing my brand's name. As last week, I put 5 options there. I would like Togo better, but there is a chinese car leasing company named Togo already. I would like a simple name just like the brand itself because it is for making the travel more simple. Then I thought the product is about giving you a plan. So, why don't we just name it APlan.

So, here is how APlan goes...

The brand's mission is basically in three parts: flights & accommodation, activities, and plan. It will help you find the ideal flights and accommodation of the trip and provides booking service; help you find out how many and what activities you could do in the trip and provide helpful information about the activities; give yu a detailed plan including flights, accomodation and activities, so that you would know what you should do at a specific time.

The brand promises are giving its customers comprehensive information, practical and detailed plan, free planning service, and a worry-free travel.

Based on what I found about the singular idea, I think my travel brand's most attractive feature is the plan part because not other brand could do it like that and that is what a lot of people would love to have. Therefore, I focus on the plan part and that is also the brand's name, and tell people what they would get with this brand is comfort.

And below is the color palette and moodboard of the brand. I want to make it feel joyful and kinda give a feel like it is a bright light in the darknest, which assemble to the situation when you feel so confused and stressed, APlan is the perfect solution to you. So, I use yellow as the main bright color of the brand, and it is also the color of the logo and icon. As the moodboard, I want to make the look of the brand feel retro but fashion.

the pictures below are the sketches of the logo when I was conceiving several ideas. And I came up with those three finally.

And here are 5 sketches of the ad campaign layout.

I picked two of them to make them digitally. But I think I can do better when I learn more about the software skills. I want to make the sketches of my logos digitally but I don't know how to use photoshop or illustrator to do that. So, I didn't put my logo in the layouts. And I was having a hard time to find the pictures I want to use in my layout. Basically, the pictures I use right now are not the ideal picture in my head. I think I would need to learn about how to find the right picture too.