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DEAR DESIGNER Here at Roam Records we’re all about movin’ and groovin’. Use these guidelines to keep your brand running smoothly, both on and off the road.
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COMPANY OVERVIEW At Roam, we bring vintage vinyl collection to a whole new level. With an expertly curated collection, our customers will be delighted by the treasures they unveil at every visit. Our mobile format allows us to share these treasures across the country.
CONCEPT SUMMARY Roam Records was inspired by the record stores and music of the late 1960s and early 1970s. Because of this, we wanted to incorporate a retro look while avoiding cliches. Roam’s brand is designed to feel fun, nostalgic, and bright.
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Concept Art by Bryant Grizzle
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BRAND POSITIONING Roam Records buys and sells vintage vinyl records, sharing the treasures of the past with new generations of music-lovers. As a mobile operation, we travel from city to city, parking in food truck alleys and attending music festivals in order to bring the music to the people.
TARGET AUDIENCE The primary target audience for our brand is young adults, both men and women. We strongly appeal to those interested in thrift shopping, antique collecting, or all things musical. When parked for business, we play various genres of music to draw in potential customers.
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MOODBOARD & INSPIRATION The visual design of Roam Records was largely inspired by retro designs of the late 60s and early 70s, particularly the motifs of rainbows, curvy handlettering, and exaggerated swooshes.
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INITIAL SKETCHES The brainstorming process for our primary logo began with many different choices for the name. This allowed for exploration of different letterforms, while maintaining a consistent vintage-inspired style of handlettering.
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VINTAGE
RECORDS
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VINTAGE
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LOGO ITERATIONS Once the name was narrowed down to Roam, the resulting iterations focused on creating a circular, record-like movement. From there, all that was left was fine-tuning the letterforms to best fit the space.
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PRIMARY LOGO The primary logo is features swooping, retro handlettering, while creating a movement similar to that of a spinning record, which is further reinforced by the negative space of the grooves, like those of a vinyl record.
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ICONS & MARKS These record icons are designed to be easily recognizable at small sizes. The center of the colored icon can be exchanged for any hue in our color palette.
SECONDARY LOGO Roam’s brand needs to be versatile at any size. This secondary mark, which lacks the “Records” byline, can be used at smaller sizes without compromising readability.
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BRAND PATTERNS The two patterns designed for Roam were made to bring another element of fun and brightness to the brand. The top pattern shows a bit of a modern touch, while the bottom pattern calls back to wallpaper patterns of the early 70s.
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DEEP BLUE Hex #221D55 Pantone 274 C
LIGHT TEAL Hex #8CC1AF Pantone 365 UP
ROAM RED Hex #C42D2D Pantone 711 C
SUNNY YELLOW Hex #F9E259 Pantone 113 UP
BURNT ORANGE Hex #E8993A Pantone 1375 CP
VINTAGE WHITE 16 Hex #FFFBF0
Pantone P 1Â-1 U
COLOR PALETTE This tried and true rainbow of colors was taken straight from patterns of the early 70s. The slightly faded, desaturated hues are representative of the screenprinting processes of the time, and the off-white tone is reminiscent of record sleeves that have yellowed over the years.
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FATFRANK Heavy
Used for headlines. VA: 80
TYPOGRAPHY Because the logotype is handlettered and fairly organic, the accompanying typefaces were chosen to be clean, simple sans serifs. Each typeface and weight has specific uses in order to maintain a consistent visual hierarchy.
PROXIMA NOVA Semibold
Used for subtitles. VA: 0
PROXIMA NOVA Light Used for bodycopy. VA: 0
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FATFRANK HEAVY Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt vUu Vv Ww Xx Yy Zz 1234567890 PROXIMA NOVA SEMIBOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt vUu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 PROXIMA NOVA LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt vUu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 19
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IMAGE USAGE Any images used within Roam print or digital materials should have a consistent visual aesthetic. Any subjects should be neatly dressed and composed. Images should not be loud or chaotic, but instead instill a sense of peace. Oranges and teals can be boosted, and blacks can be lightened to give more of a vintage vibe to any image.
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BUSINESS COLLATERAL We use our company stationary to reach out to food truck parks and music festivals in order to secure spots for us to park. Therefore, it’s important to make our stationary stand out and be remembered, which is achieved by our bright patterns and brand elements.
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DESKTOP WEB DESIGN Because we’re always on the move, our website is key to letting our customers know where we are, and where we’ll be next! We wanted to make navigation as easy as possible, so all the information you could need is presented on one well-organized page.
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VAN DESIGNS When choosing a vehicle for our business, we knew we wanted one that immediately invoked a sense of nostalgia: the Volkswagen Van. From there, we wanted to keep the designs simple, letting the vehicle model speak for itself. The little touches of the records painted on the hubcaps make it fun and reinforce the slogan of “Keep Movin’ and Groovin’”.
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EMPLOYEE UNIFORMS Branded Roam Records t-shirts and hats must be worn at all times while on the clock. In addition to these items, employees should adhere to a casual, vintage-inspired style. Jeans, denim jackets, canvas sneakers, and neck scarves are good apparel options.
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PACKAGING Here at Roam, we love curating mixes for our customers. That’s why we started the Essentials series: a collection of boxed sets designed to introduce the listener to the classics of any given genre.
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BRANDED MERCHANDISE Our customers love repping their favorite vintage record store, so we created a collection of merchandise just for them. With these pins and ringer tees, they’ll be movin’ and groovin’ all day.
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THANK YOU! We thank you for taking the time to learn more about the Roam Records brand, and hope to see you on the road! Keep Movin’ and Groovin’.
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Cecilia Gonzalez ARTS 403 Spring 2019