THE BRAND
1
THE LOGOMARK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 THE TYPOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 THE COLOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 THE PHOTOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 THE ICONOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3
THE LOGOMARK MARK Crescendo’s logomark is its ultimate expression. A competition dedicated to the growth of local music and the spreading of talent, this is a burst of excitement for breaking out into the world.
The logomark appears in two variations, a simplified version as a main voice and a detailed colorized version as a secondary voice.
MAIN MARK
SECONDARY MARK
A
B
This mark is used on all primary material for Crescendo. In other
This mark is used inside materials after the main mark has
words, it appears on material that the audience sees first, such
already been seen or where the main mark is not appropriate.
as the website entry page, promotional posters, and festival schedules covers.
This mark only appears in grey.
4
This mark only appears in its full color scheme.
A
B
5
TYPE Crescendo’s logotype was hand-created to correspond appropriately with its mark. It delivers a high-energy enthusiasm.
The logotype appears only with the logomark, never standing alone.
WITH MAIN MARK
WITH SECONDARY MARK
A
B
The type sits comfortably either below or to the right of the
The type overlaps the bottom quarter of the mark, primary
mark, colored to match the mark and free of stroke.
light grey in letter color and stroke matching the color most prevalent in the background.
On a light colored background, the text appears primary red and stroked in primary light grey.
6
A
B
7
PLEASE DON’Ts While Crescendo promotes an incredibly fun brand, it still maintains a few usage regulations to make sure its voice is communicated appropriately.
DO NOT ROTATE
DO NOT ALTER COLORS OF SECONDARY MARK
A
D
Applies to both logos. It’s a little too dizzying.
It looks nice in many variations, but please keep its standard colors for consistency.
DO NOT USE TYPE ALONE B
DO NOT ADD EFFECTS
Logomark may stand solo, but logotype may not. It just looks
E
like it’s lost out there by itself.
Tacky.
DO NOT COLORIZE PRIMARY MARK C Primary mark must appear in the greys.
8
A
D
B
E
C
9
THE TYPOGRAPHY BELL GOTHIC Bell Gothic Black is used for titles and headlines.
Aa Bell Gothic, Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
10
FRUTIGER Frutiger’s condensed faces are used for all subtitles, subheads, body copy, and notes.
Aa Frutiger, Condensed
Frutiger, Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Frutiger, Light Condensed
Frutiger, Black Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
11
THE COLOR PRIMARY
12
CMYK 55/56/43/55
CMYK 72/17/47/57
CMYK 17/82/96/11
RGB 52/50/65
RGB 31/91/58
RGB 188/41/9
#343241
#1F5B3A
#BC2909
Dark grey
Turquoise
Red
CMYK 4/12/79/7
CMYK 38/18/87/9
CMYK 8/6/6/8
RGB 228/209/50
RGB 144/190/30
RGB 216/221/221
#E4D132
#90BE1E
#D8DDDD
Yellow
Green
Light grey
SECONDARY
CMYK 52/53/41/52
CMYK 65/16/45/53
CMYK 10/64/78/8
RGB 59/58/72
RGB 42/101/66
RGB 211/84/52
#3B3A48
#2A6542
#D35434
Dark grey
Turquoise
Red
CMYK 5/9/62/3
CMYK24/13/72/8
CMYK 5/4/4/5
RGB 235/225/94
RGB 178/204/66
RGB 230/233/233
#EBE15E
#B2CC42
#E6E9E9
Yellow
Green
Light grey
13
USAGE TOGETHER IN TEXT For most copy, color text according to instances below. Always use primary colors for copy except where instances state otherwise.
ON DARK GREY, PRIMARY LIGHT GREY.
SECONDARY YELLOW ON TURQUOISE.
ON TURQUOISE, PRIMARY LIGHT GREY.
SECONDARY GREEN ON TURQUOISE.
ON RED, PRIMARY LIGHT GREY.
SECONDARY YELLOW ON RED.
ON GREEN, SECONDARY LIGHT GREY.
SECONDARY YELLOW ON GREEN.
ON YELLOW, PRIMARY DARK GREY.
ON LIGHT GREY, PRIMARY DARK GREY.
14
SOUNDWAVES To illustrate the growth of music, the emphasis on sound, and the definition of “crescendo� itself, soundwave patterns may be used in backgrounds appropriately.
Each soundwave pattern uses primary and secondary color pairs, never combining two different colors.
15
THE PHOTOGRAPHY Photography is incredibly important in communicating the excitement and potential of Crescendo. To comply with its brand graphics and standards, photographs are treated to correspond.
PHOTOGRAPHS AS BACKGROUNDS DARKEN 1 If photograph is particularly bright, apply curves to darken and slightly neutralize.
FILTER 2 Apply a warming photo filter of secondary red at 75% to achieve better consistency with Crescendo’s brand.
TEXTURIZE 3 Apply primary light grey soundwaves at 35% opacity to cover the entire photograph. Primary dark grey soundwaves may be used if necessary; use best judgment.
16
1
2
3
17
PHOTOGRAPHS AS ELEMENTS Photography used as addition to content is contained in a circular frame and utilizes a primary dark grey inner stroke. If appearing on a dark grey background, photography is storked in primary light grey.
18
THE ICONOGRAPHY Crescendo has developed a set of icons for use across its media.
THE BAND AND THE FAN
BAND
FAN
This icon is the primary signifier of all
This icon is the primary signifier of all
band-related material.
fan-related material.
19
THE GENRES
FOLK
POP
20
METAL
ROCK
THE CITIES
SAN FRANCISCO
OMAHA
MEMPHIS
NEW YORK
21
WAYFINDING
22
INFORMATION
TICKETS
SECURITY
MEDICAL
LOST AND FOUND
MERCHANDISE
MEN’S RESTROOMS
WOMEN’S RESTROOMS
ADDITIONAL
23
GRAPHIC STYLING Graphic elements sit on top of a background and appear either in circles or in rectangles with rounded corners. This includes solid or soundwave-filled boxes for text, graphics, and advertisements.
24
ADHESION TO THESE GUIDELINES HELP PRESERVE A SUCCESSFUL VOICE FOR CRESCENDO, MAINTAINING CONSISTENCY ALONGSIDE POSITVE, LIGHTHEARTED ENERGY.
25