Jamaica

📋 1 Guidelines

🔗 Connections

Sector

Tourism Public sector

Region

Jamaica

Guideline Year

2015

Language

English

Tags

Regional

Official Websites

Brand Guidelines

2015

Categories

Brand Voice
  • Capturing that essence and bringing it to life is what comes through in our brand and campaign identity. It requires that we make it easy for everyone to understand and simple to achieve. This style guide will help inspire, educate and manage our identity in a consistent way so that we always look, feel and speak in the same voice.
  • Our brand identity is the overall expression of what we want our customers to see and believe about JAMAICA® . That expression comprises a number of visual, verbal and sensory assets. These brand identity assets are the tools that define our brand and campaign identity and help make us memorable and unique. They include not only the tangible elements you can see, like color and typography, but also what you feel and hear through manner and voice.
  • Our typeface is Earthwerk and it was selected to help express the campaign’s tone of voice. Earthwerk has the same hand-drawn, quirky style that our campaign and illustrations/icons have.
Brand Imagery
  • Our photography celebrates all the wonderful aspects of the island and it’s one of the elements that brings our campaign to life. Our library encompasses the excitement, enjoyment, relaxation and shared memorable experiences in the spirit of the JAMAICA® brand. Like our illustrations/icons, our photography has five unique categories, as illustrated below.
  • Much care and attention must be given to the selection of thematically appropriate images and subject matter, and paring it with a suitable, silhouetted illustration or icon.
  • It is equaly important to ensure the elements and key details in the image are strategically well-positioned within the openings of the silhouetted images, type and other important elements including the Jamaica logo.
  • Another key requirement is ensuring the selected image has sufficient color saturation and density {dark vs. light} tones to make sure it visually stands out from either a plain white background or the full background texture.
Color Palette
  • JAMAICA® is a colorful island. This is why we’ve created a palette that celebrates JAMAICA’s personality with colors that are bright, vibrant and tropical.
  • CARIBBEAN PINK C0 M100 Y0 K0 R212 G15 B125 PMS Process Magenta C
  • TROPICAL TANGERINE C0 M35 Y87 K0 R255 G181 B73 PMS 1365 C
  • JAMMIN YELLOW C7 M0 Y100 K3 R238 G220 B0 PMS 3965 C
  • AVOCADO GREEN C14 M12 Y100 K40 R170 G157 B46 PMS 7767 C
  • BAYSIDE BLUE C72 M9 Y9 K13 R66 G152 B181 PMS 7459 C
  • Paradise Purple C69 M100 Y0 K8 R107 G48 B119 PMS 7663 C
  • BOLD BLACK C0 M0 Y0 K100 R0 G0 B0 PMS Process Black C
  • WHITE C0 M0 Y0 K0 R255 G255 B255
  • Cool Grey is mainly used for body copy.
  • COOL GReY C0 M0 Y0 K70 R110 G110 B110 PMS Cool Grey
  • Do not use a color that’s not in our color palette
Typography
  • Our typeface is Earthwerk and it was selected to help express the campaign’s tone of voice. Earthwerk has the same hand-drawn, quirky style that our campaign and illustrations/icons have.
  • EARTHWERK IS OUR CAMPAIGN TYPEFACE ABCDEFGHI JKLMNOPQR STUVWXYZ
  • Furthermore, Earthwerk was selected because of the thickness of the letters, allowing us to mask imagery behind it as illustrated below.
  • EARTHIERK IS DUR CAMPAIGN TYPEFACE
  • Below illustrates some of the fun characteristics of our typeface that make it more unique. When typesetting a headline, please take special care in choosing where and when to use ligatures.
  • Notice how the “TH” in “WITH” and “WITHOUT” are different
  • These are HEADLINE: EARTHWERK, UPPERCASE examples of ligatures Earthwerk with or WITHOUT ligatures
  • Body Copy: Intro Regular, Sentence Case
  • ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
  • Typography HEADLINE: ERTHIERK, UPPERCASE EARTIERK MITH DR IITHQUT LIGATURES Body Copy: Intro Regular, Sentence Case ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Logo Usage
  • The JAMAICA® brandmark is one of the most iconic brand symbols in the world. It has been around for over 50 years, and has been the cornerstone in JAMAICA becoming a leader in destination travel. Our brand mark is a symbol of who we are and it is one of the most important parts of our visual identity. Our brand mark is not just our name, it represents our spirit and pride.
  • JAMAICA® brand mark is instantly recognizable around the world. As a result. it is very flexible and can be used in many different sizes and colors.
  • The preferred and most impactful way to use our brand mark is in color as illustrated above. However, when color isn’t an option, our brandmark can be used in positive black or reversed out of black.
  • This page illustrates how not to use our brandmark. It is easy to use our brand mark incorrectly. Please reference page 11 for any questions or concerns on appropriate use.
  • Do not skew, distort or change the brandmark
  • Do not stretch
  • Do not condense
  • Do not use a color that’s not in our color palette
  • Do not add a drop shadow
  • Do not create a holding device
  • All efforts should be made to show the JAMAICA® brand mark with the tag line.
  • It is important to note that JAMAICA® should always be before or above the tagline.
  • Here is the brandmark locked up with the tagline placed underneath and to the right of the logotype on a single line.
  • In the stacked versions of the brandmark lock up, the tagline appears to the bottom right of the logotype.
  • The stacked tagline here is placed to the right and partially above the logotype.
  • In order to retain the integrity and beauty of our brandmark while also maintaining legibility. it should never be reproduced at a size smaller than 0.9 inches in width. Please note, the width of the minimum size is equal to the width of our name (JAMAICA®).
  • Our illustrated icons can be used with our brandmark to further reinforce the essence of our island culture. Below are the approved versions of our brand mark and tagline locked up with the illustrated icons. Please note, the icons can only be used when our brandmark and tagline are used together.
  • Do not change icon placement
  • Do not move tagline
  • Do not distort or change the brandmark
  • Do not place the tagline before the brandmark.
  • Do not use an icon without the tagline
  • Do not change logotype
  • Do not add drop shadows
  • Do not change the size relationship
  • Do not rotate
  • Do not emboss
  • The JAMAICA® brandmark should never be used in text. The brand name should be set in all capital letters. This helps reinforce the uniqueness of our brandmark and have it stand out in body copy.
  • The JAMAICA® brandmark should never be used in text. For example, this sentence demonstrates how JAMAICA should appear in text.
Tone And Messaging
  • Below is our campaign manifesto which sets the tone for everything that follows.
  • There’s nothing in the world that can make you more optimistic, more at peace and more alive than strolling down a beach in JAMAICA .
  • Between the spirit of the people, the aroma from the jerk shacks, the sound of the reggae and the vision of green hills peering down on blue water—you’re lifted to a place you never dreamed possible.
  • That feeling is what JAMAICA creates. We pump it out every second of every day. It comes naturally to us. It’s who we are.
  • That feeling that all is right in the world. And not a single place in the world does it better.
  • So come to JAMAICA. Home of All Right.
  • Brand personality is the ownable and memorable characteristics our brand presents to the world and how we are perceived by customers. Our brand personality traits set the tone and manner for how we look, act and sound. Our brand personality sets us apart from the crowd and will help us connect with our guests.
  • VIBRANT REAL JOYOUS FULL OF LIFE
  • Our brand identity is the overall expression of what we want our customers to see and believe about JAMAICA® . That expression comprises a number of visual, verbal and sensory assets. These brand identity assets are the tools that define our brand and campaign identity and help make us memorable and unique. They include not only the tangible elements you can see, like color and typography, but also what you feel and hear through manner and voice.
  • Our illustrated icons are a fun and lively extension of what our beautiful island is all about. They are illustrated in the same hand-drawn style that ties into our campaign and personality. while capturing our culture in a spirited and optimistic way.
  • Our typeface is Earthwerk and it was selected to help express the campaign’s tone of voice. Earthwerk has the same hand-drawn, quirky style that our campaign and illustrations/icons have.
Brand Values
  • A brand is a promise we make and deliver to our visitors and each other every day. It’s our essence. We see every “touchpoint” as an opportunity to create a positive experience with our brand. On the following pages, we define that essence and personality.
  • Brand personality is the ownable and memorable characteristics our brand presents to the world and how we are perceived by customers. Our brand personality traits set the tone and manner for how we look, act and sound. Our brand personality sets us apart from the crowd and will help us connect with our guests.
  • VIBRANT REAL JOYOUS FULL OF LIFE
Visual Style
  • The preferred and most impactful way to use our brand mark is in color as illustrated above. However, when color isn’t an option, our brandmark can be used in positive black or reversed out of black.
  • Do not skew, distort or change the brandmark
  • Do not stretch
  • Do not condense
  • Do not use a color that’s not in our color palette
  • Do not add a drop shadow
  • Do not create a holding device
  • JAMAICA® should always be before or above the tagline.
  • In order to retain the integrity and beauty of our brandmark while also maintaining legibility. it should never be reproduced at a size smaller than 0.9 inches in width. Please note, the width of the minimum size is equal to the width of our name (JAMAICA®).
  • Our illustrated icons are a fun and lively extension of what our beautiful island is all about. They are illustrated in the same hand-drawn style that ties into our campaign and personality. while capturing our culture in a spirited and optimistic way.
  • Our illustrated icons can be used with our brandmark to further reinforce the essence of our island culture. Below are the approved versions of our brand mark and tagline locked up with the illustrated icons. Please note, the icons can only be used when our brandmark and tagline are used together.
  • Do not change icon placement
  • Do not move tagline
  • Do not distort or change the brandmark
  • Do not place the tagline before the brandmark.
  • Do not use an icon without the tagline
  • Do not change logotype
  • Do not add drop shadows
  • Do not change the size relationship
  • Do not rotate
  • Do not emboss
  • The JAMAICA® brandmark should never be used in text. The brand name should be set in all capital letters. This helps reinforce the uniqueness of our brandmark and have it stand out in body copy.
  • Color is a powerful way to express moods and feelings. JAMAICA® is a colorful island. This is why we’ve created a palette that celebrates JAMAICA’s personality with colors that are bright, vibrant and tropical.
  • CARIBBEAN PINK C0 M100 Y0 K0 R212 G15 B125 PMS Process Magenta C
  • TROPICAL TANGERINE C0 M35 Y87 K0 R255 G181 B73 PMS 1365 C
  • JAMMIN YELLOW C7 M0 Y100 K3 R238 G220 B0 PMS 3965 C
  • AVOCADO GREEN C14 M12 Y100 K40 R170 G157 B46 PMS 7767 C
  • BAYSIDE BLUE C72 M9 Y9 K13 R66 G152 B181 PMS 7459 C
  • Paradise Purple C69 M100 Y0 K8 R107 G48 B119 PMS 7663 C
  • BOLD BLACK C0 M0 Y0 K100 R0 G0 B0 PMS Process Black C
  • WHITE C0 M0 Y0 K0 R255 G255 B255
  • Cool Grey is mainly used for body copy. COOL GReY C0 M0 Y0 K70 R110 G110 B110 PMS Cool Grey
  • Our typeface is Earthwerk and it was selected to help express the campaign’s tone of voice. Earthwerk has the same hand-drawn, quirky style that our campaign and illustrations/icons have.
  • EARTHWERK IS OUR CAMPAIGN TYPEFACE ABCDEFGHI JKLMNOPQR STUVWXYZ
  • Earthwerk was selected because of the thickness of the letters, allowing us to mask imagery behind it as illustrated below.
  • Below illustrates some of the fun characteristics of our typeface that make it more unique. When typesetting a headline, please take special care in choosing where and when to use ligatures.
  • Notice how the “TH” in “WITH” and “WITHOUT” are different
  • These are HEADLINE: EARTHWERK, UPPERCASE examples of ligatures Earthwerk with or WITHOUT ligatures
  • Body Copy: Intro Regular, Sentence Case
  • Like our photography style and illustrated icons, another branding element that unites our campaign is the texture shown here. This texture was selected because it allows our photography, type and icons to stand out and be as legible as possible.
  • Our photography celebrates all the wonderful aspects of the island and it’s one of the elements that brings our campaign to life. Our library encompasses the excitement, enjoyment, relaxation and shared memorable experiences in the spirit of the JAMAICA® brand. Like our illustrations/icons, our photography has five unique categories, as illustrated below.
  • Below illustrates the process used to incorporate photography into our illustrations/ icons. It’s a simple, three-step process.
  • Step 1: Select a photograph from our image library
  • Step 2: Select an icon from our illustrations library
  • Step 3: Mask the two elements to create a beautiful composition
  • Much care and attention must be given to the selection of thematically appropriate images and subject matter, and paring it with a suitable, silhouetted illustration or icon.
  • It is equaly important to ensure the elements and key details in the image are strategically well-positioned within the openings of the silhouetted images, type and other important elements including the Jamaica logo.
  • Another key requirement is ensuring the selected image has sufficient color saturation and density {dark vs. light} tones to make sure it visually stands out from either a plain white background or the full background texture.
Iconography
  • Our illustrated icons are a fun and lively extension of what our beautiful island is all about. They are illustrated in the same hand-drawn style that ties into our campaign and personality. while capturing our culture in a spirited and optimistic way.
  • Below is a library of icontht may be sed throughout our communication materials and campaign.
  • Our illustrated icons can be used with our brandmark to further reinforce the essence of our island culture. Below are the approved versions of our brand mark and tagline locked up with the illustrated icons. Please note, the icons can only be used when our brandmark and tagline are used together.
  • Do not change icon placement
  • Do not use an icon without the tagline
Layout And Composition
  • The preferred and most impactful way to use our brand mark is in color as illustrated above. However, when color isn’t an option, our brandmark can be used in positive black or reversed out of black.
  • Do not skew, distort or change the brandmark
  • Do not stretch
  • Do not condense
  • Do not use a color that’s not in our color palette
  • Do not add a drop shadow
  • Do not create a holding device
  • JAMAICA® should always be before or above the tagline.
  • Here is the brandmark locked up with the tagline placed underneath and to the right of the logotype on a single line.
  • In the stacked versions of the brandmark lock up, the tagline appears to the bottom right of the logotype.
  • The stacked tagline here is placed to the right and partially above the logotype.
  • In order to retain the integrity and beauty of our brandmark while also maintaining legibility. it should never be reproduced at a size smaller than 0.9 inches in width. Please note, the width of the minimum size is equal to the width of our name (JAMAICA®).
  • Please note, the icons can only be used when our brandmark and tagline are used together.
  • Do not change icon placement
  • Do not move tagline
  • Do not distort or change the brandmark
  • Do not place the tagline before the brandmark.
  • Do not use an icon without the tagline
  • Do not change logotype
  • Do not add drop shadows
  • Do not change the size relationship
  • Do not rotate
  • Do not emboss
  • The JAMAICA® brandmark should never be used in text. The brand name should be set in all capital letters. This helps reinforce the uniqueness of our brandmark and have it stand out in body copy.
  • The JAMAICA® brandmark should never be used in text. For example, this sentence demonstrates how JAMAICA should appear in text.
  • When space is limite due to image or document size. please line up the URL as close to the tagline as possible.
Campaign Texture
  • Like our photography style and illustrated icons, another branding element that unites our campaign is the texture shown here. This texture was selected because it allows our photography, type and icons to stand out and be as legible as possible.
🐛 Report