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Corporate Identity Guidelines
Table of contents 1. LOGOTYPE 1.1 Logotype description 1.2 Logotype colour layout 1.3 Exclusion zone 1.4 Logotype alterations 1.5 Signage guidelines in exterior 1.6 Incorrect logotype usage 2. COLOUR 2.1 Colour palette 3. CORPORATE TEXT TYPEFACES 3.1 Basic corporate typeface 3.2 Additional corporate typefaces 4. PICTOGRAMS 4.1 Using pictograms 5. COMMUNICATION SYSTEM 5.1 Posters / print advertising 5.2 Electronic invitations 5.3 Print invitation cards 5.4 Menu 5.5 Membership cards 6. BUSINESS DOCUMENTATION 6.1 Stationery 6.2 Business cards
1. Logotype
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Pictograms are the integral part of the logo. There are eight of them in the logotype. Those pictograms represent all kinds of entertaining facilities that nightclub Friends has to offer. (see more about pictograms in Unit 4).
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The logotype contains two typefaces: Futura and Bello Script.
1.2 LOGOTYPE COLOUR LAYOUT Nightclub’s Friends logotype has several different color layouts.
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1.1 LOGOTYPE DESCRIPTION Night club’s Friends logotype is round-shaped. There are 4 colours used in this logotype: Friends Wine Red, Friends Red, Friends Orange and Friends Dark Blue (see the detailed colors’ description in Unit 2).
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Blue colour layout
Black and white colour layout
Designed for the cases when basic option’s usage
For restricted or one-color applications, the Friends
is not possible. For example, when the background
logotype appears in black and white.
colour is similar to logo stroke color.
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Exclusion zone
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1.3 EXCLUSION ZONE Exclusion zone refers to a certain distance, surrounding each side of the Friends signature. This distance equals the height of the letter “F” in Friends signature. A minimum clear space has been established to ensure the prominence and clarity of the Friends logotype.
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1. Logotype 1.4 LOGOTYPE ALTERATIONS Signature’s content changes are possible if required by certain type of communication media or specific nature of creative idea.
1.5 SIGNAGE GUIDELINES IN EXTERIOR Differently designed and colored logotype is created for window dressing and outdoor sign.
See below the examples of those changes:
Menu sticker The Friends signature is replaced with the word “Menu”
Examples of using the logotype in exterior:
Logotypes on membership cards These two options contain words MEN’S and WOMEN’S instead of BAR and KARAOKE accordingly.
2. Colour 1.6 INCORRECT LOGOTYPE USAGE Those illustrations represent misuses of the Friends logotype.
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Stretching or distortion of logotype
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Changing logotype colours
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FRIENDS RED
Pantone 704 U CMYK 24 98 83 18 RGB 163 35 49 HTML A32331
Pantone RED 032 U CMYK 9 89 95 1 RGB 218 65 43 HTML DA412D
FRIENDS ORANGE
FRIENDS DARK BLUE
Pantone HEXACHROME ORANGE U CMYK 0 50 98 0 RGB 20 48 85 HTML 143055
Pantone 296 U CMYK 100 85 39 34 RGB 0 47 86 HTML 002F56
FRIENDS ORANGE GRADIENT
FRIENDS RED GRADIENT
Gradient angle: 70° Sequence: Friends Wine red > Friends Orange > Friends Wine red
Gradient angle: 70° Sequence: Friends wine red > Friends red > Friends wine red
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FRIENDS WINE RED
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Changing logotype typefaces
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2.1 COLOUR PALETTE There are 4 colors used in nightclub’s Friends logo: Friends Wine Red, Friends Red, Friends Orange and Friends Dark Blue, as well as two kinds of corporate gradients: Friends red gradient and Friends orange gradient.
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Using any other stroke color to separate Friends logotype from background
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Incorrect orientation
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Replacing the icons
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Changing colours saturation
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Placing logotype on a background similar to Friends logo stroke color
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Filling clear space around the logotype
3. Corporate typefaces 3.1 BASIC CORPORATE TEXT TYPEFACE — FUTURA FUTURA typeface is basic Friends corporate typeface. This typeface is used for typing big amounts of text, for example, in menu design. This typeface is also used for all types of visual communication: business cards, stationery, advertisement posters, etc.
Futura Condensed Extra Bold
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Futura Extra Bold Oblique
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Futura Condensed Bold
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Futura Bold
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Futura Condensed Medium
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Futura Heavy
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Medium
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Book
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
3.2 ADDITIONAL CORPORATE TYPEFACE Bello Script typeface is used in logotype for the Friends signature. This typeface is not designed to serve any other corporate purposes. Candice typeface is used extremely rarely. Its main purpose is purely ornamental; this typeface is meant to be used in typeface compositions. Bello Script
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Candice
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
4. Pictograms
5. Communication system
4.1 PICTOGRAMS USAGE Main purpose of the icons is representing the important part of the Friends logotype. But apart from that, icons can be used in any means of Friends communication system, from stickers to any ornaments.
5.1 POSTERS / PRINT ADVERTISING
Poster and font compositions design sample:
Note: Music
Star: Night club
Plate: 70-ies, 80-ies
Microphone: Karaoke
Two hearts: Love
Lips: Girls
Bow-tie: Men
Cocktail: Bar
Using icons for decorating front window (sample):
Using icons in bar menu design above the header (sample):
5. Communication system 5.2 ELECTRONIC INVITATIONS
5.3 PRINT INVITATION CARDS
Electronic invitation design sample:
Print invitation card design sample:
Counter design sample (front and back side):
5. Communication system 5.4 MENU
5.5 MEMBERSHIP CARDS
Friends bar menu design sample:
Membership card design samples:
6. Business documentation 6.1 STATIONERY Letterhead format: A4 (210x297 mm). Margins: 25 mm on each side. Columns gutter: 4,233 mm, rows gutter: 3 mm. Columns: 9. Rows: 32
6.2 BUSINESS CARDS Business card size: 9х5мм. Columns gutter size: 6мм. Number of columns: 9.
Letterhead typing template:
Business card design sample: