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8/12/2019 Trip of a Lifetime Brand Book
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BRAND BOOKUpdated: April 2014
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Contents
About us
4 Our mission5 Who we are6 Our vision
7 Our values13 Our position14 Our target audience
Our Visual Identity
16 Logo17 Typeface19 Letterhead
20 Colors21 Pictures22 Tone24 Tagline25 Social Media26 Quotes That Inspire Us
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About us
3
4 Our mission5 Who we are6 Our vision7 Our values
13 Our position14 Our target audience
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Our mission
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Empowering students throughsummer travel experiences
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Who we are
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Trip of a Lifetime is a student-run 501(C)3 organization that empowersstudents to be catalysts for change in their communities through summertravel experiences. The organization was started by Stan Rosenberg, a inthe Summer of 2007 after he went on a three week teen tour to the WestCoast. At the time, he'd never been away from his parents for more than afew days and he found that traveling alone helped to build his confidenceand discover his true potential.
Today, Trip of a Lifetime continues to spread the positive benefits of travel
to those less fortunate and offers summer travel scholarships to deservingteens who will use their experience to make a difference. Since itsinception, the organization has raised over $300,000 and has sent thirtyone students on these life-changing trips.
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Our values
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Motivational
Committed
Unique Experiences
Inspirational
Empowering Students
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Motivational
We strive to motivate students to discover their full potential during
and even after their travel experiences. Being motivational, weencourage students to become leaders in their own communities.
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Committed
Our commitment to our students and travel is uncompromising,
unwavering and forever. We will continue to sponsor, support, andmotivate students to discover their true potential through travel
experiences and beyond.
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Unique Experiences
We encourage and promote unique travel experiences. When we
travel, we meet new people, experience diverse cultures, learn aboutourselves, and expand our horizons. This feeling of wanderlust is what
we are trying to capture with Trip of a Lifetime.
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Inspirational
Being inspirational helps build and maintain long-term relationships
with the students we support. It is our emotional connection to thelove of travelling and student leadership that inspires us to create an
opportunity that inspire students to reach their potential.
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Empowering Students
We strive to empower students by giving them the opportunity
to experience the positive benefits of travel. These trips arecatalysts that motivate students to create a change in their
community.
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Positioning
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Trip of a Lifetime is an organization that not onlyprovides travel benefits to middle and high school
students, but also encourages students to becomecatalysts of change in their communities.
We are committed to our student’s endeavors beyondtheir trip by providing them with tools to connect withtheir passions and the travel community at large.
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Our target audience
14
50%
30%
20% Percent Breakdown
Students
Teachers, Parents,
Counselors
Travel communityat large
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Our visual
identity
16 Logo17 Typeface19 Letterhead20 Colors
21 Pictures22 Tone24 Tagline25 Social Media26 Quotes That Inspire Us
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Logo
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Do:• Include on all print materials
Don’t: • Add a background color• Change the font of the logo
Never Acceptable Acceptable With Permission
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The Open Sans font has played an important role in ourbrand. Its simple, open, and friendly appearance hasmade it associated with the qualities of Trip of a
Lifetime. Its wide, thoughtful curves have given anopen-minded and inspiring personality to our brand.
Typeface
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! ? . , ; ”
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Letterhead
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• Logo must be displayed• Our stationery may not be personalized, except
for approved exceptions.• Our logo or any of its parts may not be
incorporated into the symbol of anotherorganization.
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Colors
19
Blue. White. Gray. These colors are at the very core of
our existence. Trip of a Lifetimeembraces enough color thatdefines the exuberance of traveling,but still evokes the older, nostalgictype of travel. Variations of these
colors must be approved by Trip ofa Lifetime staff before being used
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Pictures
2
The pictures we use are refreshing andexpressive since they are the onesstudents have taken on their trips.
We want to highlight the adventures ourstudents experience and want to bringour supporters along for the journey,from the moment our students departto the time they land.
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e are…
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Expressive. Informative. Explorers. Authentic. Simple. Empowering.
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Tone
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Playful yet informative.Simple and friendly.
We believe that our messages should be enjoyable, yet simple tounderstand. The stories we tell and the work we do isenlightening to our audience in a direct and open matter.
You can compare our tone to that of National Geographic, Travel
Channel, and Tom’s Shoes
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Tagline
22
Expanding The World Beyond Your Horizons
Our tagline serves as a one sentence summary of our
organization. It may be used in conjunction with our logo butshould never replace it.
No other taglines should be used
Expanding The World
Beyond Your Horizons
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Social Media
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Trip of a Lifetime is dedicated in communicating their messageson social media platforms via Facebook, Twitter, and Instagram.
GUIDELINES:• Associates who are communicating on behalf of the company always
disclose their name and affiliation• Always include a call to action• Shorten links in bit.ly to•
Be transparent, have fun, and connect• Follow the rule of thirds
• 1/3rd of Posts: Articles and Quotes• 1/3rd of Posts: Conversation With Audience• 1/3rd of Posts: Organization Updates
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Quotes That Inspire Us
“The world is a book and those that don’t travel read only a page.” – St. Augustine
“To travel is to live.” – Hans Christen Andersen
“ Explore, dream, discover.” – Mark Twain
“Be the change you wish to see in the world.” – Mahatma Ghandi
“Not all those who wander are lost.” – JRR Tolkien