trip of a lifetime brand book

8/12/2019 Trip of a Lifetime Brand Book

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BRAND BOOKUpdated: April 2014



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

2



About us

3

4 Our mission5 Who we are6 Our vision7 Our values

13 Our position14 Our target audience



Our mission

4

Empowering students throughsummer travel experiences



Who we are

5

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.



Our values

7

Motivational

Committed

Unique Experiences

Inspirational

Empowering Students



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.

8



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.

9



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.

1



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.

1



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.

12



Positioning

13

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.



Our target audience

14

50%

30%

20% Percent Breakdown

Students

Teachers, Parents,

Counselors

Travel communityat large



Our visual

identity

16 Logo17 Typeface19 Letterhead20 Colors

21 Pictures22 Tone24 Tagline25 Social Media26 Quotes That Inspire Us



Logo

15

Do:• Include on all print materials

Don’t: • Add a background color• Change the font of the logo

Never Acceptable Acceptable With Permission



16

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 ! ? . , ; ”



Letterhead

18

• 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.



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



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.



e are…

2

Expressive. Informative. Explorers. Authentic. Simple. Empowering.



Tone

22

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



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



Social Media

23

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



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

trip of a lifetime brand book

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