Let’s Go provides student and budget travelers with more witty, relevant, informative, entertaining, and relatable content than any other travel guide. We do this by sending Harvard students out on adventurous itineraries and asking them to write truthfully about an all-expenses-paid experience of a lifetime, providing honest and reliable information, and entertaining our readers along the way.
Historically, Let's Go has also written and produced the annual Unofficial Guide to Harvard that is distributed to all first-years at the start of the fall semester. To monetize the Unofficial Guide, Let's Go typically collaborates with Studio 67 to sell ad space to local businesses in the Square that are looking to increase their brand recognition among the Harvard undergraduate population.
Target Demographic
Equal parts budget travelers and student travelers, aged 18 to 29
Image Attributes
Harvard name, Affordable, Witty, Knowledgeable, Funny
The logo can appear with or without the tagline ("The leader in student travel"). However, note that the hot air balloon motif should never be used on its own to represent Let's Go unless it's being used as 1) a social media profile icon, or 2) a favicon.
In general, Let's Go should rely on striking travel photography rather than vector graphics. In some instances, silhouette graphics in red and/or white may be used when visual simplicity is necessary for a given design.
Superheaders should be Proxima Nova, all caps. Regular headers should be Proxima Nova as well, but they may be in all caps or in title case (or, in some rare cases, sentence case).
Let's Go is known for its witty and irreverent writing style. Let's Go aims to be both humorous and candid, and prides itself on its blunt opinions. Note that although Let's Go always aims for humor in its tone, clarity and concision should never be sacrificed for the sake of telling a joke.
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