Motown: Art Without Barriers
The visual standards Guide
01
Intro Introduction
As a legendary records label and “The Sound of Young America�, Motown played a significant role in race crossover. What is the new opportunity for Motown in this modern era? In this high tech and Internet based world, traditional record businesses face big challenges. The revival of Motown is a major shift in the brand mission and brand projection. In this brand standard book, the brand shift and new visual system will be clarified. Motown’s resurgence is about to begin.
03
Contents
01
03 Introduction
Reviving Motown 25 Brand Mission 27 Brand Overview
02
29 Brand Shift 33 Audience 37 Comparison Chart
Motown’s History 09 Beginning 13
Chronicles
15
Detroit
4 1 Brand Spirit
04
05 Visual Standards
Brand Assets 77 Business System
5 1 Logo
81
Projection Chart
53 Symbol
83 Periodicals
53 Logotype
87 Accessories
55 Signature
91 Motown Club
57 Variations
97 Records
59 Logo Background
101 Studios
61 Inappropriate Usage
107 Awards
1 1 1 Application
63 Primary Typeface
65 Secondary Typeface
1 15 Resources & Contacts
67 Primary Colors 67 Secondary Colors 69 Graphic Elements 71
Photo Style
05
02 Motown’s History
Motown’s Visual
Motown’s History
standards
Motown played an important role in the racial integration of popular music as an African American-owned record label which achieved significant crossover success. The embrace of Motown’s artists and recordings by the entire listening audience helped break racial barriers that had plagued the country since its inception.
intro
09
Motown’s Visual
Motown’s History
beginning
standards
Berry Gordy Jr. established Motown Records in 1959.
With an $800 loan from his family, Berry Gordy Jr. established Motown Records in 1959. Within a few years, this Detroit based outfit was selling more singles and releasing more hits than any other record company. Beyond the formidable music and sales figures, Motown itself became a cultural icon. As the most successful African-American owned and operated record company- and business-in the U.S., it symbolized a new day: its energetic product reflected the determination and drive towards progress and optimism of a long oppressed people and for the nation as a whole.
11
Motown’s Visual
Motown’s History
Chronicles
standards
Moved to Los Angeles to branch out into the motion-picture industry Motown was founded by songwriter Berry Gordy, Jr.
Had started losing
in Detroit, Michigan.
money, and was sold to MCA records and Boston Ventures
1959
Motown’s
1972
1988
1960s
1970s
1980s
Diana Ross &
Lionel Richie
DeBarge
The Supremes
Commodores
Rockwell
The Four Tops
Rick James
Lionel Richie
The Jackson 5
Teena Marie
Teena Marie
Stevie Wonder Marvin
Dazz Band
Gaye
DeBarge
Artists
The Marvelettes The Miracles
Relocated back to Los Angeles to operate under the
Sold to PolyGram
Capitol Music Group Sold to Universal Music Group and headquartered in New York City
Universal Motown has reverted to the original Motown brand
1994
1999
1990s
2000s
Boyz II Men
Drake Bell
Johnny Gill
India Arie
702
Michael McDonald
Brian McKnight
Yummy Bingham
Erykah Badu
Damian Marley
2011
2014
Lindsay Lohan 13
Motown’s Visual
Motown’s History
detroit
standards
THE MOTOR CITY DETROIT
15
Motown’s Visual
Motown’s History
detroit
standards
Long known as the automobile capital of the world, Detroit is also famous for its distinctive Motown music sound from the 1960s. The name of Motown, a portmanteau of motor and town, is also a nickname for Detroit.
17
Motown’s Visual standards
Motown’s History
detroit
Motown records was born and grown in Detroit. Detroit is the seat of Michigan’s Wayne County. It was a leading regional economic power in the nineteenth century. The invention of the automobile and its mass production in Detroit headed by Henry Ford changed American and world culture. As more and more manufacturing jobs moved to lower-wage areas of the U.S. and increasingly overseas, Detroit’s population declined and the economy struggled. In the early 1990s Detroit’s position as the automobile capital of the world
was being challenged by foreign competition. Throughout, though, the city’s metropolitan area has grown and the regional economy diversified, making metropolitan Detroit still one of the largest and most prosperous areas of the country. Detroit has a long history of producing groundbreaking and influential musical talent, such as the Motown greats Iggy Pop, Bob Seger, and the White Stripes, known throughout the world. 19
03 Reviving Motown
crossov divers,
inspirin
ver, uplifting, creative, supporting, dynamic,
ng, communication
23
Motown’s Visual standards
reviving motown
brand mission
“ To support minority artists and use art to break down barriers. �
25
Motown’s Visual
reviving motown
standards
Motown is a brand that discovers, inspires and supports minority artists. Minority artists is defined as creative art talents who feel to be a minority because of their art style, cultural background, racial identity, faith, sexual orientation or other factors. Motown is dedicated to break down barriers by presenting art and talent to the world.
brand overview
27
Motown’s Visual
reviving motown
brand shift
standards
Motown will not only be focused on music but also pay attention to other creative art fields such as filmmaking, performing art and visual arts. Motown can present music and art through records, films, periodicals, radio and other communication methods; producing electronic products and accessories that related to audio and visual arts; providing support and training programs for young artists.
29
Motown’s
reviving motown
brand grid shift
Visual standards
before
MOTOWN
after
MOTOWN 31
The visual style of Motown would be more contemporary, uplifting and dynamic.
Motown’s Visual standards
reviving motown
brand shift
33
Motown’s audience will be young adults who have a passion for creative music and art.
Motown’s Visual
reviving motown
audience
standards
Studies art
Waiter
Checks Facebook & Twitter every minute to be
Uploads videos on youtube every month, so that
connected to the world immediately.
he can show off his talents and be known by more people.
Buys songs and albums on iTunes frequents, so that he can keep with all the new music.
Lives in a basement apartment in Los Angeles, because he is a struggling actor.
Listens to music on public transportation every day, because he feels uncomfortable around
Has a part time job in a cafe to pay his bills.
strangers. Speaks both English and Spanish, since he grown Shares cheap apartment with other students.
up in a chicano family.
Goes to flea markets and art galleries every
Takes acting classes on the weekend to improve
month, so he can experience other cultures and
his acting skills.
learn more about art and craft. Has been to many acting auditions of talent shows, Likes to try different food from other cultures. Tries to be popular but feels isolated sometimes as an African-American gay man.
but has always been turned down.
Middle school student
Works at the Gap
Crazy about a pop star and collects all his
Gets drunk every weekend, so she can release
albums, because she idolizes him.
the pressure from work and family.
Goes to the fan club online everyday, so that she
Goes to all kinds of parties to get attention.
can follow the newest information about her idol. Enjoys music and dance in clubs, because the Lives with her parents and siblings in Los Angeles,
loud music and lights can help her to forget her
since she is still underage and dependent.
family problems.
Started a fan club in school, because she feels her
Has a popular fashion blog to share her good
family doesn’t understand her interests and she
taste in fashion and styles.
wants more communication. Listens to loud music when she drives, so she Wears headphones all the time when she is in
can keep herself excited and happy.
home, so she doesn’t have to hear her mother’s constant chatter.
Lives with her boyfriend, because she likes company.
Has a cat named the star’s name, because she wants to be closer to her idol.
35
Motown’s Visual
reviving motown
Comparison Chart
standards
before
digital
UMG
low
Warner
Sony
accessibility
accessibility EMI
PolyGram
Motown
physical
UMG: Universal Music Group Sony: Sony Music Entertainment Warner: Warner Music Group S.M. : Star Museum Entertainment
high
after
digital
Talent House
iTunes
Night Slugs
Motown UMG
Rhymesayers
S.M.
low
high
accessibility
Sony
accessibility
EMI
37
physical
Motown’s Visual
Comparison Chart
reviving motown
standards
before
classec based
PolyGram
Motown EMI Warner
obscure
well-known
UMG Sony
trend based
UMG: Universal Music Group Sony: Sony Music Entertainment Warner: Warner Music Group S.M. : Star Museum Entertainment
after
classic based
EMI Motown
Night Slugs
obscure
well-known UMG Rhymesayers
Sony
iTunes Talent House
S.M.
trend based
39
Motown’s Visual
reviving motown
standards
crossover
brand spirit
41
Motown’s Visual
reviving motown
standards
uplifting
brand spirit
43
Motown’s Visual
reviving motown
standards
inspiring
brand spirit
45
Motown’s Visual
reviving motown
brand spirit
standards
communication
47
04 Visual Standards
Motown’s Visual
logo
intro
standards
Motown’s New Logo The new Motown logo is based on it’s new mission, which is to support minority artists and use art to break down barriers. It expresses a reviving, uplifting and dynamic Motown. The logo is formed of two main parts: an open ended “M” and a five-pointed star.
51
Motown’s Visual
logo
symbol
standards
Symbol
35°
110°
35°
110° 90°
The “M”
The Star
The open ended “M”, which comes from the initial
The five-pointed star represents talented artists,
of Motown, represents breaking barriers and open
who are the most important part of Motown. The star
possibilities. The stroke of the “M” is stand for rising
works as a part of the “M”, and at the same time it
possibility and stability of the brand.
breaks through the “M”.
logotype
motown 53
The “M” in Motown’s logotype is wider
The “W” in the logotype has a taller
than Quicksand’s M. The angle of the
middle stroke. The W’s three top
M in the logotype are same as the M’s
points are aligned at the same height.
angle in the Motown symbol.
The logotype is customized base on the typeface Quicksand. The weight of the character “M” is wider, and the middle stroke of the “W“ is taller than the original typeface. Don’t use the original Quicksand to typeset logotype for the Motown logo.
logo
Motown’s Visual
signature
standards
Proportion
2X
3/4X 2X X 2/3X 2/3X
4X
The logotype is always placed below the symbol and center aligned with the symbol. The width of the logotype is double the size of the symbol’s width. For proportion, the X is always the size of the star in Motown’s logo. The height of the logo equals 3 1/3X, and the width of the logo equals 4 X. Don’t distort the logo or change the proportion anytime.
Clear Space
55
Always leave at least one star size space around the logo. To be consistent, the Motown logo is generally placed in the upper left corner of a printed page. It could also be placed in the center of an image and other backgrounds when the logo needs to be emphasized. The minimum size of the Motown logo is 1/2 inch height. Any size smaller than 1/2 inch is inappropriate.
1/2 inch
Motown’s Visual
logo
variations
standards
variations
Primary
Reversed
Single black color
Single gold color
For the Motown logo color, only use the “talent gold” and “deep black” from Motown’s visual standard colors. Using the primary logo or single color logo depends on the logo’s background and materials. The rule is to keep it clear to see and has certain contrast with the background.
horizontal
57
The logo’ horizontal version doesn’t have an extra M. The symbol works as the initial of it. The height of the O equals height of the star.
Motown’s Visual
logo
logo background
standards
On dark background the logo can be a single gold color. On light background all variations are usable. The logotype isn’t always necessary to be put on image backgrounds. The Motown logo should never be transparent on images. Logo’s background image should be appropriate for Motown’s visual style.
59
Motown’s Visual
logo
Inappropriate Usage
standards
To keep the identity system consistent, some effects and treatments of the Motown logo are inappropriate to use.
Don’t distort it.
Don’t put gradient on it.
Don’t add shadows.
Don’t emboss it.
Don’t rotate it.
Don’t put glow on it.
Don’t use other colors.
Don’t use outlines. 61
Don’t change the
Don’t overlap it.
orientation of symbol.
Don’t change the
Don’t use the logo’s star as
position of star.
pattens.
Motown’s Visual
Typography
Primary typeface
standards
m
crossover uplifting creative divers supporting dynamic inspiring
Gotham is a family of geometric sans-serif typefaces designed by American type designer Tobias Frere-Jones in 2000. Gotham’s letterforms are inspired by a form of architectural signage in New York City. Gotham looks masculine, new and fresh. It’s a typeface that captures the beauty of an American industrialized city. Gotham is a powerful voice for the new Motown.
Gotham regular
abcdefghijklm nopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz 0123456789 Gotham bold
abcdefghijklm nopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz 0123456789
Gotham is used on titles, subtitles, large text and for emphasis. Use gotham regular and gotham bold. Don’t use Italics.
63
Motown’s Visual
Typography
Secondary Typeface
standards
Gotham narrow thin
abcdefghijklm nopqrstuvwxyz abcdefghijkl mnopqrstuvwxyz 0123456789 Gotham narrow light abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789
Gotham narrow book
Gotham Narrow is used on subtitles, large text and quotes. They works as supplement or alternative to gotham.
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789
Use Gotham narrow book, gotham narrow light and gotham narrow thin. Don’t use Italics and other weight.
Rock well light
Rockwell is a slab serif typeface family that designed by the Monotype
a bcd e fg hij k lmnopqrstu v wxy z ab cdef gh i j k l m n o p q rst u v w x y z 0123456789
foundry’s in-house design studio in 1934. Rockwell has a geometric but also humanized look. Rockwell is use on text, subtitles,
Rockwell regular
caption and other small text. Use Rockwell light on light background
abcdefghijklmn o p q rstuvw x y z
and use Rockwell book or regular
a b c d e f g h i j k lm nop q rst u vw x y z
on dark background. Rockwell light,
0123456789
regular, bold, italic and light italic are appropriate in the Motown visual system. Don’t use other weights.
Rock well Bold a b c de fgh i j k l mn o pq r s t u vw x yz a b c d e f g h i j k l m n op q rs t u vw x y z 0123456789
Rock well light Italic a bc d ef g h i j k l mn o p q r s tu v w x y z ab cd e f g hi j klmn o p q r s t u v w x y z 0123456789
Rock well light Italic ab cd e fg hi jk l m no pq r s t u v w x yz a b c d ef g hi j k l m n o p q r s t u v w x y z 0123456789
65
Motown’s Visual
Color
standards
primary colors
deep Black Pantone Black C 0 M 0 Y 0
talent Gold
K 100 Pantone 4525 R 35 G 30
C 15
B 30
M 25 Y 50 K 0
Black is a color that says classic and modern at the same time. It never
R 200
goes away. In the Motown’s visual
G 180
system, black stands for power, depth
B 130
and stability. Gold is the color of value. Back in the gold rush, people looked for pure gold by sifting through sands. For Motown, Use CMYK or Pantone colors for print,
gold is about finding the value of talents
and use RGB colors for digital display.
and letting artists shine.
secondary colors
67
Light gray Pantone Cool Gray C 0 M 0 Y 0 K 30 R 210 G 210 B 210
shadow gray Pantone 877 C 0 M 0 Y 0 K 50
Light gray is a color close to silver.
R 150
In the visual system, it can works as
G 150
an alternative color of gold.
B 150 Shadow Gray is a supplemental color for light gray. It can be used for creating contrast.
Motown’s Visual
Graphic Elements
standards
Solid circle and thin outlines.
Thin lines at 35° angles, 0.5 to 0.75 point width and break out of the edge.
Triangles at 35° angles.
The 35° angle comes from the logo, and the elements’ angles are consistent in the visual system. The principle of using Motown’s graphic elements is to keep the design concise, dynamic and consistent.
Thin circle lines in 0.5 to 0.75 point width.
69
03
Motown’s Visual
Photo Style
standards
Use gold tone or black & white photos. Avoid photos with bright colors or colorful tones. Dynamic and powerful images works well in the visual system. Combine graphic elements with photos appropriately.
71
05 Brand Assets
crossov divers,
inspirin
ver, uplifting, creative, supporting, dynamic,
ng, communication
Motown’s Visual standards
brand assets
75
Motown’s Visual
brand assets
standards
business system
business system
77
Motown’s business system follows the visual system tightly by using black materials and gold visual elements. The business system includes name cards, letterhead, envelopes, notebooks, pens, flash drives and other stationery. For paper supply, see the resource page.
Motown’s Visual standards
brand assets
business system
79
Motown’s Visual
brand assets
projection Chart
standards
performing Arts ne w Radio music Videos
ol
concerts
d Records
TV Shows
Musicals
Film
books
Periodicals
scripts
Magazines
lyrics
Exhibitions Art space
Literary Arts
visual arts
the brand projection chart Motown will not only be focused on music but also pay attention to other creative art fields such as filmmaking, performing art and visual arts. Motown can present music and art through records, films, periodicals, radio and other communication methods; producing electronic products and accessories that related to audio and visual arts; providing support and training programs for young artists.
Awards
Bring to Live:
products
Competition
Periodicals
Media
Motown Club
Accessories
Publications
Studio
Records
Periodicals
Training Program
Motown Club
Accessories
After School program
Awards
resource center
Studios
agency
Application
Motown Stores Website
experiences Events Environments Facilities
Application Electronic Products Accessories Souvenirs
services Education Production Promotion
81
Motown’s Visual
brand assets
periodicals
standards
magazines
to introduce excellent minority artists’ work, and inspire more talents. Motown’s periodicals, which includes print magazines, digital magazines and newsletters, will publish Motown artists’ works, Motown’s events and news.
83
03
Motown’s Visual standards
brand assets
periodicals
85
Motown magazine will showcase Motown’s talents, and it is also a communication platform for minority artists groups. The print magazine mainly focuses on visual and literary arts. For example, content of the magazine includes paintings, photos, illustrations, prose, poems, biographies and stories behind the scenes. The digital magazine will includes more performing arts content, such as music, plays and films. Motown’s newsletters include email newsletters, calendar of Motown’s events and flyers.
Motown’s Visual
brand assets
standards
Accessories
music equipments Personal music equipment is part of Motown’s accessory products. These products are aimed to provide better music experience to the audience. Personal music equipments include earphones, headphones, turntables and speakers.
87
Motown’s Visual
brand assets
standards
better music experiences
Accessories
89
Motown’s Visual
brand assets
club
standards
Motown club The Motown Club is an association that serves Motown’s artists and staff. It is where minority artists can meet and communicate with each other.
91
Motown’s Visual standards
brand assets
club
93
Motown’s Visual standards
brand assets
club
95
the home of Motown artists The club can hold small events such as parties, meetings, internal shows and other gatherings. It is also a place where artists can enjoy leisure activities and relax. The Motown Club is the home of Motown artists family and the cradle of inspirations. The club building has a bar, a small stage and other facilities.
Motown’s Visual
brand assets
records
standards
BEHIND THE LIGHT
records
97
Motown’s Visual
brand assets
records
standards
Music production has been a part of Motown since it began.
99
Recording music changes with every technological improvement. Motown will release more digital records and less physical ones. Digital albums will be released on Motown’s website, application and other digital platforms. Physical records will be collectors and in limited editions, such as vinyl records and discs.
Motown’s Visual
brand assets
Studios
standards
motown studios Motown’s studios produce, edit and polish artwork. They also support artists’ experiments and practices. Studios include music, photography, dance, editing, painting studios and others. These studios would be networked and create an integrated production system.
integrated production system
101
Motown’s Visual standards
brand assets
Studios
103
Motown’s Visual
brand assets
standards
In Motown, different art fields can work closely by supporting, complementing and interacting with each other. For example, a lyric written in the editing studio can be produced into a song by the music studio, and the song would need a cover from the photography studio or painting studio. Artwork from different art fields would inspire, expand and enrich each other.
Studios
104
Motown’s Visual
brand assets
standards
motown awards
Awards
107
Motown’s Visual
brand assets
Awards
standards
/ M OTOW N AWA R DS 2 01 6/
BEST SINGER
Motown’s annual awards is the most important
Motown awards will be held to encourage Motown
event in Motown. This awards ceremony honors
artists, reward their achievements and inspire more
the art achievements of Motown’s many diverse
artists. Merit categories include Best Singer, Best
artists. Awards’ events include the ceremony,
Original Song, Best Song Mixing, Best Song Editing,
performances, and exhibitions. The live awards
Best Album, Best Album Cover, Best Music Video,
ceremony will be presented to audiences though
Best Dancer, Best Director, Best Actor, Best Actress,
television, the Internet and other media. The
Best Visual Design and so on.
Motown magazine will publish a special awards issue every year.
109
Motown’s Visual
brand assets
Application
standards
application
111
Motown’s Visual
brand assets
standards
The Motown App is a platform that releases and showcases Motown’s art products such as songs, videos and other art pieces. Once it has been downloaded, access to all new released songs and other digital products of Motown is possible. The Motown App also supports Motown radio and personal playlists.
Application
113
HOME NEW MUSIC VIDEO RADIO PLAYLIST MORE
Motown’s Visual
Resources & contacts
standards
design references
resources suppliers
BOOKS:
paper:
Universal Principles of Design,
White & Regular paper
Willian Lidwell, 2003.
Red River Paper www.redrivercatalog.com
A history of Graphic Design,
888 248 8774
Philip Meggs, 1998. Gold & Special paper Thinking With Type,
www.envelopes.com
Ellen Lupton, 2004.
800 653 1705
Graphic Design The New Basics.
Black & Colored Paper
Phillips, Lupton, 2008.
Neenah Paper www.neenahpaper.com 800 558 5061
Periodicals: Communications Arts Magazine
Print:
Print Magazine
H & H Imaging 331 Alabama St, SF, CA94110
How Magazine
415 431 4731 City Copy & Print Center
Online Resources:
270 Divisadero St, SF, CA 94117 415 255 9721
blackdesign.com.sg www.thisiscollate.com
Copy Central
theartistandhismodel.com
615 Mission St, SF, CA 94105
www.thedieline.com
415 882 7377
115
Bibliography
contact
BOOKS & Periodicals:
Designer:
“The Sound of the City”, Charlie Gillett, Sphere Books, 1971. “A Young Music Executive Takes
Airui Fan airuifan@gmail.com 415 819 8786
Over at Motown”, New York Times, August 10, 2011. “Motown Museum”. Motown Museum. August 24, 2011. “The Motown Factor.” Jazziz Magazine. December 2013.
websites: classic.motown.com www.motownmuseum.org www.motownrecords.com www.detroitmi.gov
December 13, 2014
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art without barriers