IS
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Space is Ltd.
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A Travel Tech ╳ Design Collective
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Semantics
Semantics is about the relation of words to thoughts, but it is also about the relation of words to other human concerns.
Semantics is about the relation of words to reality - the way that speakers commit themselves to a shared understanding of the truth, and the way their thoughts are anchored to things and situations in the world.
Aside from the Graphics Identity, a tag-line communicates the purpose, the spirit, and the attitude of a brand. For Nike, we have 'Just do it.'; For Apple, 'Think Different'; for Mc Donald's 'I'm lovin' it'...
A tagline is about the business itself, and should stand the test of time (it doesn’t change). Taglines represent the tone and feeling you want for your products and services. It is often part of your company graphics and it stays with you all the time.
Slogans are intended to be less long lasting and more flexible. They're often used in advertising campaigns. (they change over time). Slogans are often used only for one product, or one campaign.
Starting with dates. One of the common confusion is the order of Year (YYYY), Months (MM) and Day (DD), especially between British centric systems versus US centric systems. At SLEEEP, we take the logic of decreasing scale, i.e. YYYY > MM > DD as the order. The separator we use would be " . " (period). In contexts such as file naming or URLs where " . " is not appropriate, the separator could be omitted.
For day of weeks, due to the frequency of its use in graphical layouts, abbreviations are often employed. As over-abbreviation will cause confusion, The minimum abbreviation allowed at SLEEEP is the '1.5 Letter abbreviation.' See below:
For locations, we focus on using cities, instead of countries to reflect our belief in a world without borders. For cities, we use a ISO 3-letter abbreviation standard (IATA code.)
The general rule for naming is [BRAND].[3-letter city code].[street / district name]. The capitalization follows that the brand SLEEEP is in all-caps, the rest are all in lowercase.
In terms of deciding whether to use the street / district name, it depends on how well-known the street is. For example, Gough st. is used instead of Sheung Wan as Gough st. is a well known destination to our target audience. On the other hand, CWB and Silom are used for the other two branches.
"www" stands for World Wide Web, and while it used to have specific meanings when the internet was still spreading from local networks to a global network, today, the internet being global is a fact taken for granted. Thus, for most websites, there's no longer a difference whether or not one prefixes the URL with "www." In the spirit of our universal values and minimalism, we shall omit "www."in the presentation of our company URLs.
On the other hand, while in some market, the '.io' extension is still not well recognized. In order to help readers easily recognize our URL as a website, we will prefix it with the necessary protocal "https://". The "s" is an important element as it stands for security, an aspect that SLEEEP Tech. must honor strongly.
IMPORTANT: it is prohibited to use any URL beyond our primary one under any circumstances. This is a fundamental expression of unity that SLEEEP believes in. We strive for a world without borders and would not dissect our core URL into different regions.
Locale specific websites will be created as needed.
Wifi naming and password is actually a valuable opportunity to communicate with guests as each guest is likely to conscious search for the network name and memorize the password in order to gain access to the world wide web. It is an opportunity for branding.
Our wifi naming + password convention is as follow (note the 'pipe' in between):
[Location Name] | [User type]
A clear and organized collection of URL & QR code will not only help our internal marketing traffic tracking, but to quickly give an idea to the person scanning the QR code of what content is being presented through the naming of the URL.
We will use Rebrandly as our custom URL shortener and tracker, and will use o2o.exp.is as the domain.
For Social Media Posts/SEM
For Print Marketing/Product Materials
For Space / Signage
Brand naming must go through SLEEEP Global. In adapting to local circumstances, SLEEEP Global team shall work with the local partners to come up with the best name version for that local language and culture.
Product Naming Rights are granted by seniority within SLEEEP, and may be given as a privilege to individuals who have earned such rights through exceptional performance.
The concept of versioning is common in products and softwares. At SLEEEP, we take an iterative approach to every design and engineering project we do, from space to hardware, service flow to systems. Hence, versioning is an important practice to keep track of all improvements, production characteristics and, most importantly, compatibility issues.
We may have used versioning in a relatively loose manner, roughly following the industry practice of 0 meaning pre-release, with Major and Minor releases. The inconsistency shall be rectified from this point on.
Moving forward, we will use versioning following the rules outlined in by the Semantic Versioning guidelines.
In summary, given a version number MAJOR.MINOR.PATCH (x.y.z), increment the
x. MAJOR version only when you make incompatible API changes,
y. MINOR version when you add functionality in a backwards compatible manner, and
z. PATCH version when you make backwards compatible bug fixes.
©2022
Space is Ltd.
✕
(if) Time is Ltd.