Menu
Menu
Properties

MagicVan

Menu

Magic was chosen intentionally, for this campaign, for it’s broad definition and openness to interpretation. Having said that, we feel it is necessary to narrow down the boundaries and define a bit better what the magic in MagicVan really means

Often magic conjures up a lot of ideas and images of the use of mystical means and impossible tricks to gain power and influence, but we’re less about supernatural forces, witches and wizards and more about about providing experiences to causes that are remarkable, wonderous and exciting!

We use our powers to make things happens that would usually be impossible, to delight in the process and to bring joy and generosity to worthy causes

Identity

The routed heart

Borrowing the elements of philanthropy, movement, routing and charity we arrive at the identity for MagicVan - as demonstrated below.

We can see exactly how the various elements play out in the final identity and how they work together to create a unique and identifiable campaign identity and mark - the routed heart

If and when written out it, the wordmark should be stylized as ‘MagicVan'

Internal logo

Use this logo if the AnyVan or MagicVan brand and context has been clearly established and in environments clearly controlled by AnyVan or MagicVan

Clear space and minimum size

To ensure legibility of the assets, minimum sizes should be adhered to. As indicated below, the height of the lockup should not be smaller than 60px - the only exception to this rule is if the routed heart is used as a favicon

External logo

Clear space and minimum size

To ensure legibility of the assets, minimum sizes should be adhered to. As indicated below, the height of the lockup should not be smaller than 80px - there are no exceptions to this rule as this lockup should never be used as a favicon

Construction

Use the below construction rules when the external logo appears at sizes larger than 140 pixels

Use the below construction rules when the external logo appears at sizes between 100 pixels and 139 pixels

Use the below construction rules when the external logo appears at sizes between 80 pixels and 99 pixels

Colour

We can extrapolate from and extend out of the AnyVan palette to create a new, distinctive colour scheme for MagicVan. These three new colours should only ever be used in the context of MagicVan. The bridging the colour between the original and new palettes is our primary text colour, Scorpion - as demonstrated below

Primary palette

Yellow, labelled below as Sunflower, is our foundational color and an instant visual cue of our brand personality; vibrant, energetic and friendly

This bright hue is tempered by not only using it thoughtfully and with purpose, but by also offsetting it with a strong usage of white and the secondary colours

All body copy and text should always be written in Scorpion to match the standard of the primary AnyVan brand

  • Sunflower

    • HEX#FFC907
    • RGB255,201,7
    • CMYK0, 0, 0, 0

  • Pomegranate

    • HEX#E55934
    • RGB229,89,52
    • CMYK0, 0, 0, 0

  • Matisse

    • HEX#19647E
    • RGB25,100,126
    • CMYK0, 0, 0, 0

  • Malachite

    • HEX#0FB964
    • RGB15,185,100
    • CMYK0, 0, 0, 0

Seconday palette

These colours are to be used sparingly and primarily when creating gradients or as sublte accents to creative pieces

  • Violet

    • HEX#643A71
    • RGB100,58,113
    • CMYK0, 0, 0, 0

  • Cerise

    • HEX#DE51B6
    • RGB222,81,182
    • CMYK0, 0, 0, 0

  • Turquoise

    • HEX#21F3C6
    • RGB33,243,198
    • CMYK0, 0, 0, 0

Auras

To bring in a bit more personality and richness, one can create gradients as a way of utilising the flat colours of the brand in a more dynamic way.

When creating gradients, only ever use a circle, or multiple circles, as a starter shape and blur those shapes enough to cause tonal variations across the creative but not so much that the idea is washed out entirely - we recommend using Gaussian blur (Filter > Blur > Gaussian Blur in Adobe Photoshop as the most reliable method of creating these. Also remember to play with the opacity of the blurred circles to add even more dimension and to prevent these shapes from being too recognisable

The idea with auras is to give this brand a space to play and breath. Dynamism is very important part of AnyVan, and in turn MagicVan, and having moving, living colours aids this narrative

Visual assets

Magic heart

Taking the idea of the routed heart, and extending it into an asset for our visual toolbox, is an apt way of using this motif in a new way and to avoid confusing it with the routed heart in the logomark.

Misuse

Circles and rings

Taking the hexagonal shape from AnyVan's visual toolbox, we can, for MagicVan, evolve this into a recognisable device that set MagicVan apart from other applications and executions from other offerings, properties and campaigns that AnyVan has or may develop - this is just another way of giving MagicVan a unique flavour and personality