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View The Way Up April 1, 2010

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CORPORATE
IDENTITY
GUIDELINES
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


Mark Burnett ceo
consistency of application over time. Tracy Lou senior vp
Stacy Mateau pr
Craig Chung operations
INTRODUCTION

INTRODUCTION
Graphic standards began in the early part of the last century
to communicate a consistent image for emerging brands.

PEAK Flights

PEAK Admin
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.
PEAK

Sub-brands Facilities Divisions


Airbus Head Office Flight Crews
West Coast Tours Construction Yard Engineering
Business Travel Repair Hanger Customer Service
Storage Training
R&D Labs R&D
Marketing Offices etc.

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

04.2010 peak identity guide 1


SAFETY AREA

SAFETYAREA
50% height

25% height

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, 100% height
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.
25% height

50% height

33% width

16% width

16% width

33% width

04.2010 peak identity guide 2


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 departments
to 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
publicrelations@peak.ca

04.2010
CORRECT

CORRECT
The following examples show correct and acceptable use
of the Peak identity. When the logo is used properly, it
100% 75% 50% 25%
increases the integrity of the Peak brand. If you have any
questions on logo usage, please contact your Corporate PR
Director or email publicrelations@peak.ca

• 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.

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04.2010 peak identity guide 4


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 publicrelations@peak.ca

• 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.

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04.2010 peak identity guide 5


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.

04.20100 peak identity guide 6


Brought more people
to the Olympic
& Paralympic Games.
COLOR STANDARDS

COLORSTANDARDS

Pantone PANTONE 298 U PANTONE 376 U PANTONE Cool Gray 11 U

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

RGB 19 181 234 141 198 63 113 112 115

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%.

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TYPEFACES

TYPEFACES

Frutiger Delicious

54 Light
ABCabc1234 Roman ABCabc1234
55 Roman
ABCabc1234 Bold ABCabc1234
56 Italic
ABCabc1234
65 Bold
ABCabc1234
66 Bold Italic
ABCabc1234
75 Black
ABCabc1234
75 Black Italic
ABCabc1234

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.

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BUSINESS SYSTEM

BUSINESSSYSTEM

Peak Limited
123 Main Sr.
Anytown, ON
A1B 2C3

t.416.123.4567 f.416.123.4567 e.info@peak.com


Peak Limited
123 Main Sr.
Anytown, ON
A1B 2C3

t.416.123.4567 f.416.123.4567 e.info@peak.com

MARY SMITH
vice president

Peak Limited
123 Main Sr.
Anytown, ON
A1B 2C3

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APPAREL

APPAREL

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VEHICLES

VEHICLES

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PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U
C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0
R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234

PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U
C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0
R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234

PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U
C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0
R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63

PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U
C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0
R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63

PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U
C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68
R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115

PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U
C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68
R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115

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PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U
C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0
R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234

PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U PANTONE 298 U
C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0 C69 M7 Y0 K0
R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234 R19 G181 B234

PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U
C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0
R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63

PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U PANTONE 376 U
C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0 C50 M0 Y100 K0
R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63 R141 G198 B63

PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U
C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68
R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115

PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U PANTONE Cool Gray 11 U
C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68 C0 M2 Y0 K68
R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115 R113 G112 B115
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04.2010
Peak Inc.
645 Howe Street
Vancouver, BC
CANADA V6C 2Y9
www.peak.com
publicrelations@peak.ca

04.2010