Пілязопія Brand Guideline by Александр Чертков

brand guideline

welcome Welcome to the Pilyazopia brand guideline. Brand guideline is an importatnt document for positioning a brand on the market and for maintaining coherent visual style. However, this document was created with two aims in mind. In the first place, this is an exhaustive guide to the brand and the corporate style of Pilyazopia Bar and as such it provides a summary of the idea behind the brand, an overview of its visual style and an explanation of basic elements of style. In the second place, this is the outcome of the authorâ&#x20AC;&#x2122;s design studies in Beersheba Technological College, and thus it contains not only the result of visual identity creation, but the process of this creation as well. Please, take a few minutes to have a closer look through it.

COntENTS Corporate identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Logo evolution. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Logo variations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Logo misuse . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Stencil portraits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Stationery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Business cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Folders. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Letterhead. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Teasers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Poster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Merchandise. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Playing cards. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Matches. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 Branded wine. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

CORPorATE iDeNtITY Pilyazopia Bar is a simple modern bar for a mixed public of intellectuals and hipsters with a good sense of humor. It’s not a noisy bar with big parties, but more of a quiet bar with good background music which provides its visitors the possibility to relax and communicate. The name of the bar is an imaginary word which represents the way the word «philosophy» would be pronounced in the Belarusian language if there had been no letter «f» as in the past. It is still recognizable, but sounds quirky and odd. Thus the world of philosophy is a natural inspiration for the creation of the visual identity of the bar. The second source of inspiration is street art in general and stencil art in particular. This is a fun touch to the seriousness of philosophy, creating an eccentric fusion of science and art.

logO EVOLUTIoN First attempts to create the logo were made even before the choice of stencil art approach. They were based on pre-existing fonts. Those attempts were clearly unsatisfactory. After some discussions and brainstorming the idea of street art and stencil style emerged. Bearing in mind the moodboard created as a visual represenatation of the above-mentioned idea, some sketches of the future logo were made prior its elaboration in a vector graphics editor.

logO The logo consists of a white lettering of the brand name against the backgorund of a black speech balloon. This element, which initially appeared in comic books, was adopted by street artists as well. The tagline («The bar, where people are not just drinking») is placed under the speech balloon. The logo is basically in black and white colors with two brite touches on letters «i». This bright letters may also be regarded as a symbolic representation of bright people visiting the bar. This variant of logo is always placed against the white background.

LOGo VARiatIONS The logo may be published in some alternative variants: A. The tail of the speech balloon may change its position from right to left if the design of a particular product prompts for it. B. The black speech balloon against the white background may be inverted to the white speech balloon against the black background. The lettering respectively changes its color to black. Colored letters do not chage their color. C-D. For the needs of black and white print letters may become white or black agains black or white speech balloon. E-F. Solid white version may also be placed against an orange or blue background. In this case the lettering takes the color of the background.

LOGo MISUsE Certain ways of using our logo are strictly prohbited: A. No logo elements should be moved relatively to other elements. B. Tagline should not be re-typed in a different font. C. Logo should not be distorted in any way. D. No logo elements should be re-colored. E. No effects should be applied to the logo. The only permitted effect is the effect of spray paint in some special cases. F. Logo should not be placed against complex backgrounds.

COLoRS Two main colors of our visual style are black and white. White is a neutral color which perfectly complements black, which is a color that may be regarded as serious abd sophisticated. This combination is a representation of philosophical conradictions of life. Two additional colors are complementary orange and blue colors. Orange is a vibrant color full of energy. Blue has a soothing feeling of calmness and openness. These colors should be used only for some accentuation.

FONTS Pilyazopia Font was created specifically for the project. It is based on the logo lettering. The letters have a raw stencil style without bridges, so the inside of letters is black. The font consists uniquely of capital letters, however each letter has two different glyphs in order to maintain the ÂŤhand-cutÂť style of inscriptions. This font is used for titles and texts that need highlighting. It cannot be used for large blocks of text. Roboto Condensed font has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. It is suitable for all additional information and may be used for large block of text because of its high readability.

Stencil portraits The most interesting and defining element of visual style are stencil-style portraits of philosophers from all epochs and parts of the world coupled with quotations of those philosophers. These quotations are altered in order to make connection with bars and alcohol-drinking. The illustration on the right side gives an example of it. The famous words of René Descartes «I think therefore I am» are written here as «I drink therefore I am». The altered word is highlighted in orange color thus creating a visual hint to what’s going on here if the reader is not familiar with the original citation. This may incite people to look for the original words which may be a starting point for a vivid conversation. The name of the philosopher is highlighted in blue color. This element should be used extensively: on menus, glass coasters, and as a major part of interior design.

sTationerY Stationery is a primary means of business communication and it is essential that every application be a consistent reflection of the corporate identity. A cohesive stationery system includes business cards, folders, letterhead and envelopes.

busineSs cards There are two types of business cards: company and personal business cards. Company buisness cards include information on the means of communication (adress, phones, e-mail and web-site) and opening hours, thus it may be used as a flyer as well. They feature a stencil portrait of Vladimir Lenin, as the bar is situated on Lenin Street. Personal business cards provide ways of communication with individual employees of the company (phone and personal e-mail). These cards also feature a stencil-style portrait of the person they belong to.

folders Folders are made in two color variants just as business cards. Folders are destined for A4 format documentation. Both folders feature stencil portraits of philosophers and their altered citations (see ÂŤStencil portraitsÂť). The inside of the folders is colored: blue in the black folder anf orange in the white folder. The logo is repeated on the inside, coupled with the contact information. The pockets of the folder have placeholders for business cards.

lETterhEad The letterhead is designed for official correspondence and communication. It may be printed in a colored or a black and white version. It features a pale stencil portrait, which will be slightly noticeable with the text printed over it. However, the portrait should be altered from time to time for the sake of diversity.

Envelope Official envelopes are made in two color versions, just as business cards and folders. The address of the recepient is placed into a speech balloon as well, which, coupled with the balloon of the logo, makes an allusion to modern SMS-services like Viber or WhatsApp. The reverse side of the envelopes has our main style element on it: a stencil portrait and a quote of a philosopher.

advertIsing Advertising is an important form of marketing communication aimed at persuading people on buying certain goods or using certain services. In the case of Pilyazopia Bar Iâ&#x20AC;&#x2122;ve worked up an advertising campaign consisting of two parts: a teaser campaign and a poster campaign.

teasers Teaser campaign is a series of cryptic and challenging advertisements, which are called teasers. These advertisements «tease» the audience, thus making them expect a larger-scale campaign, which will give all the answers. I’ve elaborated a series of teasers based on the continuation of the street art idea. In these teasers guerilla art breaks into museums thus almost turning into vandalism. I’ve used photographic portraits of philosophers and imitation of spray-painting on the walls of museums. The inscriptions allude to the works of respected philosophers and at the same time propose a riddle. The key element of the logo, the speech balloon, looks like an answer to this riddle from the philosopher, however the missing lettering makes the audience wonder what is this all about.

Sigmund Freud knows where to find a comfortable couch to chat with his friends. Do you?

Rosa Luxemburg knows where to tittle-tattle with her girlfriends. Do you?

JosĂŠ Ortega y Gasset knows where intellectual elites hang out in the evenings. Do you?

poster The poster campaign is the further development of the teaser campaign. The difference is that now the logo is represented in full thus giving the audience the anticipated answer. Stencils of a bottle and a wine glass are another hint, facilitating understanding of the subject of the ad. The question from teasers gave place to the information on the opening date, the address of the bar and a QR-code, which directs the audience to the official site of the bar. Iâ&#x20AC;&#x2122;ve used here a more complex image of a famous couple of philosophers, Jean-Paul Sartre and Simone de Beauvoir. However, it should be noted, that any image used as a teaser may be as well used as a poster with the addition of new information, thus creating a visual consistency and coherence.

What a fine place, Simone! You know where one can focus on existence.

Merchandise In this section Iâ&#x20AC;&#x2122;d like to present you a series of souvenirs and goods under the Pilyazopia brand. Some of them may be offer as a souvenir (matches, for instances), others may be sold or presented to loyal clients (playing cards and wine).

playing cArds This standard 52-cards deck with the addition of two Jokers is a direct succession of the idea of street art and stencils. Number cards (Aces and cards from 2 through 10) bear real street art citations that I’ve spotted on the walls in different parts of the world (I’ve used four languages: Russian, Belarusian, English and French), while face cards (Jacks, Queens and Kings) represent stylized portraits of philosophers and their quotes translated into Belarusian. Citations in this case are real and not altered (see «Stencil portraits»). Joker cards permit the owner to add his own pharses. I’ve used corporate colors for the suits of the cards: in my deck hearts and diamonds are orange and spades and clubs are blue.

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matches These matchboxes are designed using the coporate style and colors. The backside of the boxes feature some useful infomation on the bar: its address, phone numbers and internet-site. The additional feature is the small two-sided leaflet, contained into each box, that proposes two match puzzles. This is the development of the game idea introduced with playing cards.

Branded WINE Pilyazopia doesn’t just serve alcoholic drinks, but also offers a selection of fine non-expensive wines, that can be bought in the bar. I’ve created the labels for the wine, that bear all the necessary information about the wine (brand, wine name, year of vintage, region of vintage, country of origin, alcohol contents and so on). White labels are for white and rose wines, black labels are for red wine. I’ve also created wine boxes. These boxes are used as a gift package, so they may be used for any wine and thus there is no information on them, just the logo and a stencil portrait with a citation. Citation in this case is not altered (see «Stencil portraits»), but is carefully selected so that it speaks about wine.