Brand Documentary & Guidelines

Introduction
This is a brand documentary and guidelines for Fernway,
an online community platform that provides and features
route and navigation for nature trails and explorations.

The purpose of this brand documentary and guidelines is

to provide an insight and understanding of the brand, as
well as to ensure consistency and uniformity of the visual
design elements of Fernway.
Table Of Contents

1. Overview 3. Visual System

1.1 Brand Rationale 3.1 Typography
1.2 Differentiation 3.2 Colour Palette
1.3 Tone of voice 3.3 Icons
1.4 Brand name 3.4 App UX design
1.5 Vision & Mission
1.6 Brand Archetypes

2. Brand Logo 4. Brand Application

2.1 The logo 4.1 Envelopes/Namecards
2.2 iOS app icon 4.2 Letterheads
2.3 Logo space
2.4 Symbol construction
2.5 Minimum sizes
2.6 Exclusion zone
2.7 Logo usage & misuse
1.1 Brand Rationale
1.2 Brand Differentiation
Community
Fernway is a social community platform
that allows users to create, browse, rate
and share routes, where being part of
a community helps to encourages user
to navigate and explore.
Nature
Fernway is also a platform catered
to feature and encourage nature
trails and routes exploration.Through
nature exploration, Fernway aims to
incite in people the importance of
taking a breather by exploration.
Navigation
Lastly, Fernway is a navigation app
that not only provides you with real
time navigation from starting point to
destination, but in between them, th-
ere are also multiple places you can
navigate to, akin to an itinerary.
 1.3 Tone of voice
The tone for content and communication of Fernway
should reflect calmness and gentleness.
At the same time, the overall tone for content has to
reflect conviction in beliefs and values.
The overall commununication for fernway has to be
down-to-earth, simple and functionally sound.
1.5 Mission & Vision
The mission for Fernway is to influence, encourage
and foster the habit in people to appreciate and
walk in nature more.
The vision for fernway is to help create a healthier
approach towards walk of lifestyle and modern
mental health.

1.4 Brand name

1.6 Brand Archetypes
The name ‘fernway’ originates from the word ‘way’ and
the german word ‘fernweh’,which translate to mean “A Lover
strong desire to travel to far off places”. Passionate, sensual, intimate, warm, committed, idealistic
The word ‘fernweh’ is incorporated to provide and incite
Sage
a connotation of the crave and yearning to navigate and
Knowledgeable, intelligence, thoughtful, guru, advisor
explore new interesting routes.

The word ‘way’ is incorporated to introduce association Magician

that the app is a navigation app, and that it will provide Visionary, charismatic, imaginative, idealistic, spiritual
you with the way to explore.
2. Brand Logo
 Logotype

2.1 The Logo

The symbol is a reminiscence of being part of the brand’s name,
‘fern’, which also symbolises the brand’s values of sincerity,
resourcefulness and wellness.
Symbol
The circular graphic surrounding the symbol is included to intro-
duce a sense of totality to the overall logo, as well as to repre-
sent wholeness, earth and timelessness.

Overall, the logo consist of the symbol and circular graphic,

along with the wordmark.

The logo is the touchstone of the brand, hence proper usage

of the logo according to the following guideline is appreciated.

Wordmark
 2.2 iOS App Icon
This app icon is designed with accordance to iOS guidelines.
Do not change the overall appearance and colour of the app icon in any way.
 1.25x 3.5x 3x
x 13x 1.3x

2x

2.3 Logo Space

The spaces between the symbol, circular graphic and wordmark
has to fit accordingly to the grid, as shown in the x ratios.
14.25x
In other words, it is advised that the logo should be dealt with as
a whole, without any tempering with the spaces and dimensions.

Observe the clear spaces around the whole logotype to ensure

visual effectivenes.
2x
Please take note that no intrusion within and between the spaces
x
0.5x should be allowed.
1.25x
2.4 Symbol Construction
The arcs of the symbol are mostly composed according to the
golden ratio to achieve a sense of visual harmony.

The overall visual flow leans towards the left, creating a sort of
light swirl visual presentation.

The rationale behind the symbol design is to create semi-organic

vibe while retaining geometric aesthetics.
 2.5 Minimum size
The recommended minimum size for the logo is to at 30mm.
As the minimum size for the logo, it should only reserved to
use only when the overall layout space is limited or minimal.

90mm 60mm 30mm

 X
2.6 Exclusion zone
The logo exclusion zone is the area around logo where no

X X
other visual elements should be present.

As a measure of indication, the area in grey and referred as

“X” are the area whereby any visual elements must keep its
distance from.

This is to ensure overall visual effectiveness and legibility of

the logo as a main visual identiy.

X
1) 2) 5)

2.7 Logo usage

As illustrated on the left side of the page are the
only acceptable visual treatments for the logo.

1) is the primary colour usage for the logo.

2) is the alternative colour for the logo under

Primary Alternative Logo with bg colour (1)
scenarios that doesn’t allow or suit the primary
logo’s colour choice.
3) 4) 6)
3) and 4) are examples of scenarios when for
technical reason, colours aren’t available.

5) and 6) are examples of scenarios when

background colours are implemented. If so,
the colours implemented should only be of
primary or secondary colour of the brand.

Monochrome (b) Monochrome (w) Logo with bg colour (2) Under most scenarios, the logo should only be
presented as a whole visual along with the
typeface. The only exceptions are favicons or
app icon, where the typeface can be excluded.

Favicon Alternative Favicon Alternate Monochrome

 1) 4) 7)

2.7 Logo misuse

As illustrated on the right side of the page are
fernway
the unacceptable visual treatments for the logo.
2) 5) 8)
1) Do adjust the orientation of the logo.

2) Do not condense the logo.

3) Do not extend the logo.

4) Do not overlay images over the logo.

5) Do not move any of the visual elements of

the logo around. fernway
6) Do not outline the logo.
3) 6) 9)
7) Do not use the brand’s default typeface as
the wordmark of the logo.

8) Do not change the typeface of the logo.

9) Do not use the wordmark individually without

the rest of the visual elements.
3. Visual system
 1) 2)
Comfortaa-Bold Comfortaa-Regular

ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO
PQRSTUVWXYZ PQRSTUVWXYZ
3.1 Typography
abcdefghijklmnopq abcdefghijklmnopq
1) is the primary typeface for the brand and rstuvwxyz rstuvwxyz
the app. Comfortaa-Bold is chosen for its round
cursive qualities, which reflects modernity and !@#$%^&*()_+<>?:“{} !@#$%^&*()_+<>?:“{}
calmness. The wordmark of the brand’s logo is
designed based on this typeface too. ,./;’[]-=\ ,./;’[]-=\

2) is the secondary typeface for the brand and 0123456789 0123456789

the app. Under scenarios such as when the
primary typeface’s visual weight is too heavy for
the header and body, this typeface shall be used.
3) 4)
3) is the typeface used for body text of the app.
This typeface is chosen as body text to introduce Comfortaa-Light Geosans-Light

ABCDEFGHIJKLMNO
a sense of uniformity, as it belongs to the same
ABCDEFGHIJKLMNO
font family as the primary and secondary type-
face. Visually speaking, Comfortaa-Light’s font PQRSTUVWXYZ PQRSTUVWXYZ
is also less clumpy in design, hence suitable for
body text in the app. abcdefghijklmnopq abcdefghijklmnopq
rstuvwxyz rstuvwxyz
4) is the typeface used for brand communication
and print materials. This typeface is chosen for its !@#$%^&*()_+<>?:“{} !@#$%^&*()_+<>?:“{}
,./;’[]-=\
geometric and unobstrustive qualities, hence giving
,./;’[]-=\
the body text more legibility and less complication
when reading.
0123456789 0123456789
 Primary Colours

3.2 Colour Palette

HEX #66FFCC HEX #007991 HEX #27ACA8 HEX #008581 Overall, cooler colours are chosen to
give a more pleasant and calm vibe.
R 102 C 51 R 0 C 84 R 39 C 74 R 0 C 85 Colours are also chosen along same
G 255 M 0 G 121 M 33 G 172 M 5 G 133 M 24 shade to give a more to avoid distra-
B 204 Y 37 B 145 Y 31 B 168 Y 39 B 129 Y 50 cting from the content of the app itself.
Likewise a gradient of the colours is to
K 0 K 15 K 0 K 8 introduce more depth to the logo and
the overall user interface.
Pantone Colours
Whereas the primary colours are to be
used for online viewing purposes, when
the brand has to be presented for print
purposes such as brand book. These
pantone colours are to be used for such
scenarios. The pantone colours stated
are for coated papers.

HEX #5BDFB8 HEX #00758D HEX #27ACA8 HEX #258082

R
91 C 57 R 0 C 100 R 39 C 74 R 37 C 80
G
223 M 0 G 117 M 24 G 172 M 5 G 128 M 28
B
184 Y 40 B 141 Y 35 B 168 Y 39 B 130 Y 45
K 0 K 14 K 0 K 13
3.3 Icons
These icons serves as visual elements of support
for brand coummunication and app user interfaces..
9:41 AM 9:41 AM

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Featured
3.3 App UX design
The layout design of the app is focused on modernity,
clarity and simplicity. The rationale behind it consist of
producing a clean and calm vibe of the entire app, as
Cameron Trail < well as to have its visual focus on the content and its
Fresh air, windy and cooling climate navigation.

Overall the UX design rationale aims to create a

balance between creating an easy to the eye visual
and efficient functionality.

Recently Seen SHOW ALL

Get out, travel and explore
Enjoy the nature’s trail

Kanchanaburi Trail
Historic, rugged and beautiful nature

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 9:41 AM 9:41 AM 9:41 AM 9:41 AM 9:41 AM

Kanchanaburi N...

3 hrs 15mins
Dairy Farm
Wetland Quarry
Nature Park 4 pit pts 3.2

Kanchanaburi T...
Destination
Beginning
5 hrs 30mins
Garden
Maze
5 pit pts 3.9

GPS Navigation Browse & choose Rate and share

from point to point in journey the best route you would like to
navigate to and explore
the routes you navigated Create your own route
and share the new places
Get out, travel and explore you found and explored
Enjoy the nature’s trail

LOG IN SIGN UP LOG IN SIGN UP LOG IN SIGN UP LOG IN SIGN UP LOG IN SIGN UP

9:41 AM 9:41 AM 9:41 AM 9:41 AM

< < < <

Login & Sign Up WELCOME

WELCOME
Sign up to start your journey Sign up to start your journey
At the login/sign up default page, there WELCOME BACK WELCOME BACK
Sign in with your fernway account Sign in with your fernway account
will be a short explanation and tutorial Username Kelvin Yap

on fernway app. Username Kelvin Yap

Email kelvinyapshihan@hotmail.com

Password *********
Confirm your Email kelvinyapshihan@hotmail.com
Forgot your password? Forgot your password?

Password (min 8 characters) *********

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 <
9:41 AM 9:41 AM 9:41 AM 9:41 AM

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kanchanaburi trail

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Kanchanaburi T... Kanchanaburi T... Start navigating
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2 hrs 30mins 5 hrs 30mins
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Cameron Trail < Route Type Kanchanaburi Trail 3.9
Fresh air, windy and cooling climate Any 2 hrs 30mins 12.1 km 5 pit points
Tham Kra Sae O... Tham Kra Sae O...
Gardens Published on 5 May 2018
2 hrs 00mins Parks 2 hrs 00mins

3 pit pts 2.8

This trail allows you to glance at the
Search by names/tags 3 pit pts 2.8 Nature Reserves marvel of blend between nature and
glimpses of history.
Recently Seen SHOW ALL
Distance The breeze is cooling despite the hot
and humid climate.
Kanchanaburi N... Any Kanchanaburi N...
Less than 5km Start of Trail
3 hrs 15mins 3 hrs 15mins
Kanchanaburi Trail
Less than 10km 4 pit pts 3.2
Historic, rugged and beautiful nature 4 pit pts 3.2 Hellfire Pass
10km or more
Ratchaburi Canyon

Sai Yok Noi Waterfall

<
9:41 AM 9:41 AM

< Nearby Routes < Nearby Routes

Kanchanaburi Trail
2 hrs 30mins 12.1 km
3.9
5 pit points
n
Sa
iY
ok
Sa
iY
ok
Search methods
m bo bo
n

Published on 5 May 2018

Ta Ta
m

In this app, one of the main functionalities

This trail allows you to glance at the Start navigating

marvel of blend between nature and is to allow user to search for routes. they’d
glimpses of history. iY
ok ok

3.9
Sa iY
The breeze is cooling despite the hot Kanchanaburi Trail Ta
m bo
n

Ta
m bo
n
Sa

like to navigate.
and humid climate.
Th

12.1 km 5 pit points

Th
2 hrs 30mins
an

an
on

on
Start of Trail
Sa

Sa
ng

Published on 5 May 2018

ng
Ratchaburi Canyon
c

Ratchaburi Canyon

ch
hu

There are two ways in which the user can

ut
to

o
Hellfire Pass
This trail allows you to glance at the
Ratchaburi Canyon
marvel of blend between nature and Rd Rd
search the routes: By searching for nearby
glimpses of history.
o
ut ut
o
ch

The breeze is cooling despite the hot Sa

ng
Sa
ng
ch
routes and searching by keywords.
and humid climate.
4
Sai Yok Noi Waterfall 32 324

Start of Trail Kanchanaburi Trail 3.9 Tha Sao Rd

End of Trail o Rd
2 hrs 30mins 12.1 km 5 pit points
Start
Tha Sa Tha Sa
o Rd Published 5 May 2018 navigating
Tha Sao Ln

More Info

Hellfire Pass
Start navigating Save to Favourites
Ratchaburi Canyon
Share Route
Sai Yok Noi Waterfall

x Cancel
Dawadung Cave
 9:41 AM 9:41 AM

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ok ok
iY iY
Sa Sa
on n
mb mb
o
Ta Ta

Nearby routes
ok ok
iY iY
Sa Sa
on n
mb mb
o
Ta Ta
Th

Th
an

an
Based on your current location, the app allows
on

on
Sa

Sa
ng

ng
Ratchaburi Canyon
you to search for nearby routes.
ch

Ratchaburi Canyon

ch
u

u
to

to
Clicking on each route shown will open up a box
giving brief information of the route, option to read
Rd Rd

gc
hut
o
c hu
to more information and option to start navigating.
San ng
Sa
4
32 32
4

Kanchanaburi Trail 3.9 Tha Sao Rd

2 hrs 30mins 12.1 km 5 pit points
Rd Start
Tha Sao o Rd
Tha Sa Published 5 May 2018 navigating
Tha Sao Ln

More Info
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Kanchanaburi T... Kanchanaburi T...
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Relevance
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Another way to search for the route is to search
Any
by the names or hashtags.
Tham Kra Sae O... Tham Kra Sae O...
Gardens
By clicking and typing in the search bar, a search 2 hrs 00mins
2 hrs 00mins Parks
result will show based on relevance to your input.
3 pit pts 2.8 Nature Reserves 3 pit pts 2.8
There’s a search filter to search for your routes
based on other criterias such as route type, rating
Distance
and distance etc.
Kanchanaburi N... Any Kanchanaburi N...
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4 pit pts 3.2
10km or more
 <
<
Kanchanaburi Trail 3.9
2 hrs 30mins 12.1 km 5 pit points
Published on 5 May 2018
<
This trail allows you to glance at the Start navigating
marvel of blend between nature and
glimpses of history.
The breeze is cooling despite the hot Kanchanaburi Trail 3.9
and humid climate.
Start navigating 2 hrs 30mins 12.1 km 5 pit points
Start of Trail
Published on 5 May 2018
Hellfire Pass
This trail allows you to glance at the

Kanchanaburi Trail 3.9 Ratchaburi Canyon marvel of blend between nature and
glimpses of history.
The breeze is cooling despite the hot
2 hrs 30mins 12.1 km 5 pit points Sai Yok Noi Waterfall and humid climate.

Start of Trail
Published on 5 May 2018 End of Trail

Hellfire Pass

This trail allows you to glance at the Start navigating Save to Favourites
Ratchaburi Canyon
marvel of blend between nature and
Share Route
glimpses of history. Sai Yok Noi Waterfall
The breeze is cooling despite the hot
and humid climate.
x Cancel
Dawadung Cave

Start of Trail

Hellfire Pass
Route Information
Ratchaburi Canyon
More of each route’s information can be accessed from both search
methods. The information will feature the route’s name, rating, duration,
Sai Yok Noi Waterfall
distance, pit points, date of publish, description and an overall layout of
the route and its pit points.

Furthermore, you can also save it to favourites for future references or

share route with others via facebook, twitter or instagram etc.
 Hellfire Pass Start of Route Sangcha Lane
0 metre 1 metre 10 metres Tha Sao Lane
You reached Hellfire Pass You reached the start of the route Navigating to Hellfire Pass
20 metres

Navigating to start of route

ao Rd
Tha S

Tha Sao Ln
Hellfire Pass is the name of a railway cutting on the former Burma
Railway ("Death Railway") in Thailand which was built with forced
labour during the Second World War, in part by Allied prisoners
of war.
After the war, this particular pass was abandoned and reoccuipied
by the jungle over the years until it was rediscovered in the 1980s. This trail allows you to glance at marvel of blend between nature
It has since become a nature trail for tourists to remember for and glimpses of history.
preservation and remembrance. The breeze is cooling despite the hot and humid climate.

11:21 2:00 11.0 11:21 2:30 12.1 11:21 2:30 12.1

End End End
arrival hrs km arrival hrs km arrival hrs km

Navigation
After the user embark on the route’s navigation, it will first navigate
9:51 10 0.15
the user from his/her current location to the starting point of the route. End
arrival mins km
Upon reaching the starting point, a window showing the photo and
description of the route will appear.

Arrival to each pit point will prompt a window to show the photo and
description of the place too.
 Tha Sao Lane Tha Sao Lane
Tha Sao Lane 20 metres 20 metres
20 metres
Navigating to start of route Navigating to start of route

Navigating to start of route

o Rd Rd
aoGuidance
ha Sa
TKanchanaburi Trail 3.9 Tha S Voice
2 hrs 30mins 12.1 km 5 pit points

Tha Sao Ln

Tha Sao Ln
Volume

Rd
Published on 5 May 2018

Tha Sao No Voice

This trail allows you to glance at the Low Volume

marvel of blend between nature and
Tha Sao Ln

glimpses of history. Normal Volume

The breeze is cooling despite the hot Loud Volume
and humid climate.

Start of Trail Gender

Male
Hellfire Pass
Female

9:51 10 0.15
Ratchaburi Canyon 9:51 10 0.15
End Voice Type End
arrival mins km arrival mins km
Sai Yok Noi Waterfall US English

British English
End of Trail
Progress Details Audio Progress Details Audio

9:51 10 0.15
End
arrival mins km Navigation options
During navigation, there will be a drop down options bar for more details
and audio settings.
Details Audio
“Details” option will open up the route’s information window. “Audio” option
will open up the audio settings, where user can choose the volume and
type of voices.
 9:41 AM 9:41 AM 9:41 AM
9:41 AM

< <
<
< Edit Route Create New Route Create New Route
My Routes
Name : Name : Description :

Kanchanaburi Trail Input Route Name

Write a description...
Create New Route
Route Types: Route Types:

Nature Reserve Route Types:

Kanchanaburi
Country : Country : Tags : Trail

Thailand Countries Input Tags (e.g., kanchanaburi,

2 hrs 30mins
marina, cameron, seaford)
5 pit pts
Description : Description :

Write a description... Write a description...

Tham Kra Sae
Hold to start recording route Railway Trail

2 hrs 00mins
3 pit pts

Creating new route

Users can create their own routes too, where it requires them to input infor-
mations about their route. Previously created routes can be accessed too.

Route will start recording as they start holding on to the record button, where
route will be recorded as wherever they go.

Information of previously published routes can be edited as well, such as

the route type and descriptions of route/pit points.
 9:41 AM
9:41 AM
9:41 AM

ok
ok iY
iY Sa
Sa bo
n
n
m bo Ta
m
Ta

ok
iY
Sa
on
mb
Ta

ok
ok iY
iY Sa
Sa bo
n
n
m bo Ta
m
Ta

Th
Th

ano
ano

n
You are inserting a pit point.

Sa
Sa
<

ng
ng
Ratchaburi Canyon

ch
Ratchaburi Canyon

ch

ut
ut

o
ok

o
iY
Sa
n
m bo
Ta
Th

Rd
an

Rd o
to ut
on

hu ch
gc ng
Sa

n Sa
Sa
ng

Ratchaburi Canyon 4
ch

4 32
32
ut
o

o Rd
o Rd Tha Sa
Tha Sa

Rd
o
ut
gch
San

4
32
1.1 km 12.1 km
1 pit pts 5 pit pts

o Rd
Tha Sa

Inserting Pit Point

At each location they would like to insert a pit point, they can click the pit
1.1 km point button to insert the pit point at the location they are at the moment.
1 pit pts
User will need to take or upload a photo of the place, as well as input a
description of the place too.
 9:41 AM 9:41 AM
9:41 AM
Favourites Profile
Profile
Search Favourites

Settings
Kanchanaburi T...
Unit Km Miles
2 hrs 30mins
Sound Off On
5 pit pts 3.9
Kelvin Yap
Routing Fast Slow
Member since May 2018

Profile
Tham Kra Sae O...

2 hrs 00mins
Change Username
Kelvin Yap
3 50 Member since May 2018
3 pit pts 2.8 Change Profile Picture

Change Password
Routes Explore
Submitted Points
Kanchanaburi N...

3 50
3 hrs 15mins

4 pit pts 3.2 Log Out

Routes Explore
Submitted Points

Profile and Favourites

Log Out

The profile page features basic information of the user, including the name,
profile picture, routes submitted and explore points. Explore points are
accumulated as the user navigate each route, as well as route recorded.

Setting features the app preferences of the user, such as which unit they’d
like to read in, sound options and routing options. User can also chang
their username, profile picture and password.

“Favourites” page features the routes the user favourited.

4.1 Brand Application
The use of the fernway brand on our marketing
materials. such as envelopes and name cards
as shown on the right.
4.2 Letterheads
The use of the fernway brand on letterheads.