TravelBeats Guidelines 1.1

BRAND WORLD
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May our adventures bring us closer together,
even as they take us far away from home.
– Trenton Lee Stewart
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TravelBeats grasps and acts on the opportunities others have yet to see. We are the epitome of innovation and the conveyor of change.
At the centre of it all lies our passion for travel.
Food For Thought
Indeed, travel can do so much to a person. To us, it represents the force that sets our hearts on fire, but it also defines our profession and
what gets us out of bed in the morning. There is some serious truth to the statement that travel is the only thing you can buy that makes
you richer. Rich in memories, rich in happiness and rich in relationships.
AN INTRODUCTION TO OUR SOUL & ESSENCE
Our soul is set on fire from our quest to think differently and togetherness is what drives us forward. Through extensive cooperation with
other industry actors, we aim to consolidate the travel industry towards a more holistic and inclusive space: A space where storytelling,
research, travel planning, sustainable development and the joy of experiencing new scenes go hand in hand. To collectively create
something so outstanding that it will revolutionize the industry, not just in Norway, but internationally, is our passion and our dream.
Travelling with us means saying yes to allow incredible things to happen. It means saying yes to explore new options and to wake up to
new horizons. To contribute to unity and to create a community of travel lovers all defined by different industries and professions. From
influencers and bloggers to educational institutions and industry organizations, together we will turn the future of the travel industry on
its head.
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1. Brand Insights...................................................................... 8-11
3. Design Guidelines.............................................................. 18-30
Content
• Next Level Storytelling: A Tale of Who We Are
• Our Vision and Mission Statements
• What Wakes Us Up in the Morning: The Values We Believe In
2. Market Understanding ..................................................... 12-17
-Market Insights ............................................................................13
-The Trends We Follow..................................................................14
-Our Target Travellers....................................................................15
-Brand Positioning ...................................................................16-17
• Setting the Tone: Brand Mood and Associations
• Our Unique Selling Proposition
• Brand Pillars
• Logos...................................................................................19-21
• Do’s & Dont’s ...................................................................22-23
• Icons..........................................................................................24
• Stamps......................................................................................25
• Slapshes....................................................................................26
• Patterns....................................................................................27
• Colour palette & gradient ...............................................28-29
• Fonts.........................................................................................30
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Traveling—it leaves you speechless, then turns
you into a storyteller.
-Ibn Battuta
Brand Insights
NEXT LEVEL STORYTELLING:
A TALE OF WHO WE ARE
How often do you hear stories that engage you? … And how often are travel agents part of the narrative? At present, probably not too often.
TravelBeats aims to change that. One of our uttermost objectives is for you to think of us as the friend everyone loves listening to. The true
storyteller of your group who makes your face light up in joy when inviting for wine and cheese on a Friday evening. Why? Because you know
you’ll be inspired. You know your eyes will see stars as s/he spellbinds the entire room with the numerous memories s/he recounts from her
or his travels across the globe. From ancient ruins in South America to African savannahs or Asia’s underwater marvel, s/he makes you dream
of distant shores and new adventures.
By bringing together an ocean of travel influencers, all bringing their own unique narrative, TravelBeats aims to create a one-of-a-kind and
completely out-of-the-ordinary platform of travel inspiration, memories and aspirations. With a wealth of independent influencers coming
together on one single platform, we will create a collective flow of inspiration – a constant and expanding tale of traveling based on past,
present and future endeavours.
Combined with offering unique and genuine experiences across some of the world’s most stunning destinations, we truly believe TravelBeats
represents the true travel portal of the future. The perfect combination of spellbinding stories and the facilitation of true adventure.
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OUR BRAND STATEMENTS
TravelBeats is a more than a brand. Our mindset, ideas and values represent a vision for the future: A strong wish for inspiration, storytelling
and travel planning to go hand in hand, for representatives across fields and industries to cooperate and together create magic. To defy
stereotypes and make travel a part of the solution for today’s fragmented world. To achieve this, we have thoroughly worked to collect our
dreamy ideas, tumbled them together and extracted them into two well-defined and committed brand statements:
THE TRAVELBEATS VISION STATEMENT
• By offering an eternally creative platform of authentic travels and unique inspiration, TravelBeats strives to be the most innovative and inspiring
online travel magazine available in the marketplace.
OUR MISSION STATEMENT
• With a mindset defined by sustainability and environmental consciousness, TravelBeats aims to create an inspiring travel portal made for the
travellers of tomorrow. We strive to be true conveyors of creativity, inspiration and quality in everything we deliver and whatever small action we
do shall have the objective of bringing true joy and a positive impact on our customers, travellers and influencers alike. Our ultimate wish for our
business is for both travellers and influencers to come back for more again and again.
WHAT WAKES US UP IN THE MORNING: THE VALUES WE BELIEVE IN
• Curiosity: To travel is about those good experiences, and to collect memories one can take along long after one has returned home. Our
team wants to give you unique and exciting impressions which are a bit out of the ordinary.
• Choice and Flexibility: Every destination and every traveler is different. You and your expectations of a fabulous vacation is the
centrepiece of our travel and inspiration platform. People are at the core of every new experience, and our team will therefore work
close with you for the trip to be according to your expectations whether you are on a budget or want a luxury holiday, are travelling alone
or with small children, visit a continent for the first time or have a long experience from the region you visit. No matter what, our team
will be able to find something new for your to explore.
• Safety: We can’t always be price competitive, but our team’s knowledge and membership in the Norwegian Travel Guarantee Fund will
always secure you and your family regardless of situations you may experience on your vacation. Our team across our destinations is
also your team. We will work closely with our local and international staff at all locations to make sure that you get a unique taste of the
destinations you visit, whilst at the same time ensure that you receive the professionalism, basic standards and security that you seek on
your travel. Our team will always be on stand-by to support you if you would require any special assistance.
• Mutual Respect: We believe that a prerequisite for visiting other countries and cultures is that one leaves the place one visit in equal or
better condition that when one came into the area. We are therefore working closely with our destinations to ensure that hotels and
experiences we recommend are both ethical and environmentally friendly. We strive to defy stereotypes and to crush prejudice through
every experience we offer.
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Market Understanding
TravelBeats was created to make the Norwegian travel industry skyrocket towards the future! In a market dominated by traditional thinking
and few innovations, we figured there is need for change. Grand and positive change! Whereas a considerable chunk of the industry
providers still handle traditional trips at all-inclusive hotels with Scandinavian guides and convenience like home as their top priority,
travelers and suppliers alike are starting to play with the thought of renewing the current traditions defining today’s travel scene. The
problem is this: Despite massive changes in people’s travel habits, the industry itself is slow to keep track. The result: Fewer people turning
to travel agencies for their dream vacation. Amongst TravelBeats deepest desires is our yearning to change this!
MARKET INSIGHTS: CHANGING TRADITIONS
What TravelBeats dreams of is to take the industry from the dominance of chartered flights, busy buses and welcome meetings in the
travelers local language to genuine experiences unique to the destinations visited. We aim to take the leading part in changing the industry, a
move which is not only important, but completely compensatory – both for our planet and for its people. And believe us, we know what
we are talking about: Up until 2018, TravelBeats was defined as a traditional travel agency known as the Asia Specialist. However, in the
Chinese year of the Dog our evolution started: The once traditional travel business went through a massive transformation and emerged
into the brand new travel and inspiration portal named TravelBeats in mid 2019. With a new name, more employees and a great curiosity
we are now set to challenge today’s travel industry by turning the focus from the current war for the cheapest product, to taking back
the pleasure and excitement of travel and cater to the individuality we see amongst today’s travelers.
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THE TRENDS WE FOLLOW
• Travel is Personal: To us, traveling is all about those personal encounters and those unplanned detours into the most charming back alleys.
Exploring is about those special moments which in time turn you into that one-of-a-kind storyteller. Like us, most people today want
that special feeling of connection and lasting bonds with the place and people they are visiting. Moreover, they aim to get a sense of it
even before traveling. To help you build expectations as well as life-altering moments and memories, we work to shorten the distance
between you and the experience itself by collecting only the most personal, real and authentic reflections from exciting destinations.
On our platform, you can be sure to find only the real stories: the tales of authentic memories and inspiring experiences told only by the
real explorers and the very best storytellers.
• Inspiration Should Be Where You Are: Inspiration should reach you only where and when you deem fit. It should not be pushed out though
loud advertising and flashy screens. Nor should it reach you through large billboards or pushy sales people looking for their next commission.
Inspiration should be told by the real travellers and on the right platforms. In TravelBeats, we believe in tailor-made inspiration available
only on demand, at your own pace and on your preferred medium. To achieve this, we utilize a range of channels to make sure that
inspiration comes to you only in the shape and way that you genuinely prefer.
• Breaking Barriers: We want everyone to be able to explore new places and treasures without having to push themselves too far out of
their comfort zone. Through our wide collection of travel stories you can find just the right inspiration and practical information needed
in order to make you comfortable enough to spread your wings and approach new horizons.
By answering these trends, TravelBeats is currently in progress of developing into the futuristic online travel magazine and travel provider
which the industry sorely needs.
OUR TARGET TRAVELERS
TravelBeats is set to function as an incubator for people drawn towards boosting innovation and renewal in the travel industry. We attract
cross- industry leaders like research institutions, interest organizations, speakers, influencers and fellow travel businesses, all motivated to
work as a cooperative to create a travel industry built for the future. For our online travel platform, we aim to attract those who want to
receive knowledge not necessarily listed in the top travel columns of todays newspapers, but stories from unknown destinations written by
the very people who have actually explored them. We speak to those who are not only looking to purchase a trip there and then, but who aim
to stay eternally inspired through events, podcasts, magazines and a constant flow of online travel content. For our trips and experiences,
we attract travellers of all ages and genders who wish to expand their minds beyond the regular tourist attractions, while at the same time
benefiting from the secure frames of a travel agency: Our first target market is Norway, but through our colleagues within the group we aim
to rapidly expand towards new markets and opportunities.
• Professional woman, 40: “I am missing a place where I can find tons of travel inspiration and interesting travel-related discussions in my own
language and based not only on descriptions of the major tourist sites, but also the more unique and special experiences I long to explore – I
would love to read a travel magazine focusing on this.”
• Family man, 50: ”I appreciate when a travel agent can efficiently organize my family trips without much hassle from my side. I am willing to pay
the little extra for the services of a travel agency as long as I get the expected security, efficiency and customer service in return.”
• Couple 35: “We are tired of the same old discounted price offers to the same old destinations. It is simply not relevant to us and we would love
something new. We want our travel agency to inspire us more than what a simple google search could do!”
• Retired couple, 75: “We travel to enjoy good food, see new places and explore more than what the main tourist attractions have to offer. We
have traveled a lot, but like to visit our favorite countries again and again. We always travel through a travel agency, but only continue using their
services if they can provide personal service and experiences we have yet to see in our chosen country”
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BRAND POSITIONING
We position ourselves as the most ambitious portal in the market today in terms of expansion and innovation. Through our quest to connect
Influencers, travelers, travel planners and educational institutions, we position ourselves at a unique spot in the market which has yet to be filled.
SETTING THE TONE: BRAND MOOD AND ASSOCIATIONS
To us, the best way to share travel tips and inspiration is through a cosy friends night in accompanied by delicious food and a relaxed atmosphere.
This exact mood is what we are aiming to establish through TravelBeats when advising our customers on their next holiday or when inspiring them
with exhilarating storytelling. By developing a tone and a concept similar to a friend telling inspiring stories from his or her past travels, we aim
to create a travel portal where inspirational story sharing is equally important to the practical aspects of travel planning. TravelBeats endeavours
to be like the inspiring friend who dares to challenge your comfort zone and who inspires their network to embrace experiences they wouldn’t
normally embark on.
WE ARE
Passionate | Authentic | Inspirational | Curious | Happy | Knowledgeable | Ground-breaking | Friendly
The above tone words are defined in order to set the standard for how we communicate our brand to all stakeholders touched by our presence. They
provide guidelines for design, strategies and marketing efforts and set the mood we communicate both during internal and external communication
efforts. TravelBeats beams out a young, bright and happy attitude. Yet, our feet are firmly planted on the ground and we radiate a strong emphasis on
knowledgeability and friendliness.
OUR UNIQUE SELLING PROPOSITION
Our Unique Selling Proposition is our unique reference guide to all our marketing communications. It illustrates who we are, what we believe
in and what makes us special. In short, it defines that one selling point which differentiates TravelBeats from other businesses in our field:
OUR BRAND PILLARS
A gateway to personal stories and extraordinary experiences
TravelBeats is built upon 3 pillars together creating the foundation of our unique selling proposition. Our pillars keep us grounded and make
us constantly remember the original objectives and desires behind our business.
• Inspiring Memories: TravelBeats is created for you to aspire and act on creating beautiful memories for yourself and your loved ones. We
strive to create a personalized travel experience starting from the minute you search for inspiration to the time you are cherishing beautiful
memories in front of the fireplace when back home.
• Passionate Storytelling: TravelBeats is more than a pure travel agency. Equally important to facilitating travel is our wish to engage our friends
and customers in the art of beautiful storytelling through our web platform, our network of influencers as well as our podcasts, conferences
and events.
• Innovating Potential: Building on our long experience in the industry as well as new insights, TravelBeats once rose from the ashes: We grew
from the traditional travel agency we once were into a brand new concept defying industry standards and facilitating new ways of looking at
travel. Thus, change is in our bones! The combination of true experience, a sense of wonder and lust for invention enables us to constantly
push forward and to explore eternal new horizons.
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DESIGN GUIDELINES
PRIMARY LOGO
Design guidelines
4,6 cm
THIS IS THE MAIN LOGOTYPE USED.
2,5 cm
TO ENSURE LEGIBILITY, ALWAYS KEEP A MINIMUM CLEAR
SPACE AROUND THE LOGO.
THE SMALLEST THE PRIMARY LOGO SHOULD BE
REPRESENTED IS 4,6 CM WIDE AND 2,5 CM LENGTH.
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DESIGN GUIDELINES
LOGO VARIATIONS
DESIGN GUIDELINES
SECONDARY LOGO
3 cm
3 cm
TO ENSURE LEGIBILITY, ALWAYS KEEP A MINIMUM
CLEAR SPACE AROUND THE LOGO.
THE SMALLEST THE SECONDARY LOGO SHOULD BE
REPRESENTED IS 3CM WIDE AND 3CM LENGTH.
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DESIGN GUIDELINES
DESIGN GUIDELINES
DO’S
DONT’S
USE (PROPERLY) PICTURES AS
USE OUR BRAND COLOURS
USE THE LOGO VARIATIONS AND
DON’T ROTATE
DON’T USE OTHER COLOURS THAT ARE
DON’T RESIZE IMPROPERLY
BACKGROUND
AS BACKGROUNDS
SECONDARY LOGO WHEN IT FITS
NOT ON OUR PALETTE
BETTER THAN THE PRIMARY LOGO
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DESIGN GUIDELINES
BRAND ELEMENTS: ICONS
DESIGN GUIDELINES
BRAND ELEMENTS: STAMPS
TRAVEL BEATS ICONS CAN BE USED ACROSS ALL PRINT & WEB APPLICATIONS
TO ACCOMPANY THE TEXT AND / OR DECORATE
TRAVEL BEATS STAMPS CAN BE USED ACROSS ALL PRINT & WEB APPLICATIONS FOR THE
CONFERENCES AND PODCASTS.
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DESIGN GUIDELINES
BRAND ELEMENTS: SPLASHES
DESIGN GUIDELINES
PATTERNS
TRAVEL BEATS SPLASHES CAN BE USED ACROSS ALL PRINT & WEB APPLICATIONS TO
DECORATE AND TO MAKE THE DESIGN STANDOUT
TRAVEL BEATS PATTERNS CAN BE USED ACROSS ALL PRINT & WEB APPLICATIONS AS A
BACKGROUNDS, TO DECORATE AND TO MAKE THE DESIGN STANDOUT
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DESIGN GUIDELINES
COLOUR PALETTE
DESIGN GUIDELINES
GRADIENT
TRAVEL BEATS COLOUR PALETTE ARE THE KEY INDICATORS OF THE BRAND DESIGN.
THEY CAN BE USED FOR BACKGROUNDS AND DESIGN ELEMENTS.
THE GRADIENT COLOUR IS OUR HALLMARK. IT CAN BE USED FOR ANY DESIGN AND TEXT.
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DESIGN GUIDELINES
FONTS
PLEASE USE “THE BOHEMIAN” FOR THE LOGO AND HEADLINES
AND “BRANDON GROTESQUE” FOR BODY TEXT.
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