IDENTITY GUIDE 2016 | v1
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WELCOME TO CLUBBY We help connect you to the world around you. Inside our identity guide You’ll find the images we use, the colours we choose, our logos, words and best practices. Each has a specific role to play, but the real magic happens when they’re all used together. The following pages will help you understand our brand, what it stands for and how to express it in the best possible way.
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IDE NTI T Y GUIDE
CONTENTS Take a look inside Clubby’s Identity Guide INTRODUCTION Welcome
INCORRECT USE The no-nos
CONTENTS
TYPOGRAPHY Typography Application Examples
LOGOS Masterbrand Logo Logo Clearspace Masterbrand Lockup Lockup Clearspace Vertical Lockup Vertical Lockup Clearspace Monochromatic Alternative Logo Alternative Logo - In App
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COLOUR Clubby Purple Clubby Gradient Secondary Palette Neutrals & Copy TONE OF VOICE Clubby’s Voice What We Are/What We’re Not
SOCIAL IDENTITY Marketing Product Charts & Franchises HOW WE LOOK Product Examples Brand Application Examples CONTACTS Design & Marketing Contacts
LOGOS
LOGOS
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IDENTITY GUIDE
MASTERBRAND LOGO The primary logo is our frontman. - First way to signify our presence in the world - Used in consumer and business facing materials whenever possible as the first port of call - Our clearest visual signpost in the app scene and tech universe - Works on dark and light backgrounds for print and digital both digital formats - Do not reproduce the Clubby logo Pretty please
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IDENTITY GUIDE
LOGO CLEARSPACE - Keep the area around the logo relatively clear - Minimum clearspace: 1/3 of the logo’s width - No other logos, type, or other graphic elements should infringe on its space Sizing Scale and proportion are determined by the available space, aesthetics, function, and visibility. There is no maximum size for the Clubby logo.
Digital Print
40px height minimum 0.4 inches height minimum
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IDENTITY GUIDE
MASTERBRAND LOCKUP IDENTITY GUIDE
MASTERBRAND LOCKUP Sometimes our primary logo needs a hand to get our message across. Sometimes our primary logo needs a hand to get our-message across. The Masterbrand Lockup
is for corporate communication and presentations, or when Clubby appears alongside other - The Masterbrand Lockup is for corporate company logos communication and presentations, or when Shazam appears alongside other world-based company logos
- Elements of the Lockup are fixed and must not be re-proportioned, redrawn, or modified Otherwise, we will send men in black suits to your desk. - Elements of the Lockup are fixed and must not be re-proportioned, redrawn, or modified
LOGO
WORDMARK
Otherwise, we will send men in black suits to your desk.
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IDENTITY GUIDE IDENTITY GUIDE
LOCKUP CLEARSPACE LOCKUP CLEARSPACE Minimum clearspace: 1/2 of the logo’s height.
Minimum clearspace: 1/2 of the logo’s height.
Sizing
Sizing Digital Print
Recommended clearspace
40px height minimum 0.4 inches height minimum
Digital Print
40px height minimum 0.4 inches height minimum
Recommended clearspace
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IDENTITY GUIDE
VERTICAL LOCKUP Having width issues with the Masterbrand Logo?
Vertical Lockup to the rescue. But use it sparingly. There can only be one hero.
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IDENTITY GUIDE
VERTICAL LOCKUP IDENTITY GUIDE
VERTICAL LOCKUP Minimum clearspace: 1/3 of the CLEARSPACE
lockup’s width.
Minimum clearspace: 1/3 of the lockup’s width. Sizing
Sizing
Digital
100px height minimum
1 inch height minimum
Digital Print
100px height minimum 1 inch height minimum
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IDENTITY GUIDE
MONOCHROMATIC Use the Monochromatic Logo and Lockup when you need to go old-school because full colour versions can’t be used. Don’t apply a solid background colour to the Masterbrand Logo. Switch it out for a 30% white fill. The Family
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IDENTITY GUIDE
ALTERNATIVE LOGO Clubby after dark. - A darker purple variant of the Clubby logo makes the branding stand out - Use this mysterious-looking friend for marketing materials when no other options suffice - Check the contacts at the end of this document for clarification.
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IDENTITY GUIDE
ALTERNATIVE LOGO IN APP Please do not recreate the loading screen visual. Refer to clubby.co.uk/brand for all the usable assets you could possibly imagine
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INCORRECT USE
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IDENTITY GUIDE
INCORRECT USE Don’t alter the gradient
Don’t pick your own colours
Don’t outline
The no-nos. Keep our Logo and Lockup consistent throughout communications.
Don’t rotate
Don’t skew or shear
Don’t add any effects
Here are ways they shouldn’t appear. These rules apply to all variants of our marks. The examples opposite are just for visual representation.
Don’t use the watermark by itself
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Don’t use the old logos
Don’t use the old old logo!
IDENTITY GUIDE
INCORRECT USE More no-nos. Don’t make the mark smaller
Don’t make the mark bigger
Don’t extend the gradient
Clubby Don’t change spacing
Don’t change the order
& our company
COOL
Don’t create co-brand lockups
Don’t switch out a letter/s for the logo
These rules apply to all variants of our marks. The examples opposite are just for visual representation.
Don’t recreate using different font
clubby Don’t make your own logo
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TYPOGRAPHY
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Roboto Thin avcdefghijklmnopqrstuvwxyz AVCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Roboto Light avcdefghijklmnopqrstuvwxyz AVCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Roboto Regular avcdefghijklmnopqrstuvwxyz AVCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Roboto Regular avcdefghijklmnopqrstuvwxyz AVCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Roboto Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Roboto Medium avcdefghijklmnopqrstuvwxyz AVCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
IDENTITY GUIDE
TYPOGRAPHY Empowering, bold, authentic, geometric Roboto mirrors the passion for design and should be used when creating or marketing Clubby. Don’t mix with other fonts. They’ll get jealous
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IDENTITY GUIDE
BETTER NIGHTS OUT! 20
TYPOGRAPHY APPLICATION Meet the gang. Headlines -Roboto Black, uppercase, ranged left -Leading is -10% of the heading point size when the point size of the text is 40pt the leading becomes 40 minus 10% (4pt) which equals 36 pt. -Tracking is -20 (Adobe packages) Body Copy -Roboto Light, sentence case, ranged left -Leading is +50% of the paragraph point size when the point size of the text is 12pt the leading becomes 12 plus 50% (6pt) which equals 18 pt. -Tracking is -20 (Adobe packages)
YO I’M A HEADLINE AT 24PT WITH 20 TRACKING AND 21.6 PT LEADING. I’m the body copy sitting nicely at 12pt with -20 tracking and +50% leading (18pt).
I’M THE BIG BROTHER. 40PT WITH -20 TRACKING AND 36 PT LEADING. I’m the body copy sitting nicely at 12pt with -20 tracking and +50% leading (18pt).
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COLOUR
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IDENTITY GUIDE
COLOUR CLUBBY PURPLE
#5533EE RGB
85.51.238 CMYK
85.78.0.0
Clubby Purple is interesting like most of us. -Use it for all coloured statements -Contrast it with white space Remember the code... Double Five, Double Tree, Double E You’ll need it
PMS
8164 C
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IDENTITY GUIDE
#5533AA
COLOUR CLUBBY GRADIENT Beautiful. In our own opinion -Use in out Masterbrand Logo and Marketing communications. Apply the gradient using out Adobe swatch
#6611AA
It’s... - Linear at 90 degrees - #5533AA at 100% - #6611AA at 0 - 100% opacity It’s not... - Fun to list those things
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CLUBBY CITRUS
CLUBBY GRAPE
IDENTITY GUIDE
252.221.23
85.51.238
4.9.91.0 604 C
85.78.0.0 266 C
COLOUR SECONDARY PALETTE
CLUBBY MANDARIN
CLUBBY CHERRY
247.168.22 0.39.93.0
202.34.133 20.94.1.0
130 C
233 C
CLUBBY ORANGE
CLUBBY LIME
239.119.21 0.63.95.0
105.206.92 60.0.78.0
138 U
7488 C
CLUBBY RASPBERRY
CLUBBY MINT
230.23.60 0.97.69.0
84.187.170 65.0.41.0
192 C
7465 C
#FCDD18
#F7A816
#EF7715
#E6173C
#5533EE
#CA2285
Everyone’s favourite drink is different and so is our palette. Use it only to lock up venue/deal photography with our brand as overlay or background for copy.
#69CE5C
#54BBAA
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CLUBBY NEAR BLACK
CLUBBY LIGHT GRAY
IDENTITY GUIDE
36.36.36 0.0.0.86
228.228.228 0.0.0.11
Black 6 C
Cool Gray 3 C
COLOUR NEUTRALS & COPY
#242424
#E4E4E4
CLUBBY DARK GRAY
CLUBBY NEAR WHITE
100.100.100 0.0.0.61
244.244.244 0.0.0.4
Cool Gray 11 C
Cool Gray 1 C
#646464
#F4F4F4
These neutral colours help Clubby’s brand sing. - Convey tone and contrast between all colours and components on the page - Copy should be legible
CLUBBY MID GRAY
#949494 148.148.148 0.0.0.42 Cool Gray 8C
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The palette is carefully selected. Plus, the numbers are easy to remember.
TONE OF VOICE
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CLUBBY’S VOICE Think of Clubby as your friend who knows a lot about nightclubs, deals and those cool events from the city around you. When we speak, we keep the talk to a minimum, relate like a human, are conversational, full of surprise and delight.
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WHAT WE ARE
WHAT WE ARE NOT
Informed and amazing Fun and witty Inclusive and personal Upbeat positive and enthusiastic Mainstream, but still ahead of the curve Young Cool
Sterile Predictable Dismissive Rude / Aggressive / Boastful Scenester Sarcastic Corporate
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SOCIAL IDENTITY
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IDENTITY GUIDE
SOCIAL IDENTITY MARKETING Across our social touchpoints, we use colourful spotlights to contrast imagery. The spotlight evokes a sense of excitement. It helps you lockup artwork with clear calls to action. - Lockup all images with the Clubby Monochrome Watermark (or logo when the background is too bright) - Colour spotlights according to venue/deal photography and only use colours from our official palettes - Set spotlights to 90% opacity and center copy - Do not obscure talent photography Download the templates over at clubby.co.uk/brand
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IDENTITY GUIDE
SOCIAL IDENTITY PRODUCT Product marketing is key to any launch campaign at Clubby When promoting apps and features, we focus on two visual strategies: - Highlight the feature or interface directly and explain the updates clearly - Use beautiful product photography to bring the apps and devices to life Download the templates over at clubby.co.uk/brand
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IDENTITY GUIDE
SOCIAL IDENTITY DEALS To promote our key editorial deals, we produce custom-made social cards. The lockups on these cards remain consistent with our monochrome logo, franchise title, and featured drinking deal. Ensure lockups are centered horizontally against the canvas. Download the templates over at clubby.co.uk/brand
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HOW WE LOOK
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PRODUCT If you’re looking to promote the Clubby apps, we have several resources available. They should always be highlighted visually using imagery from clubby.co.uk/brand like so: - As a single shot - In multi-device lockups - In situ Do not to overlay logos, text, or other elements that detract focus. Take a look at the following pages for a simple visual guide.
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BRAND APPLICATION So how does Clubby look in the real world when all of our brand elements come together? Consider the following pages a design benchmark. Clear, loud, pronounced, engaging, and rewarding – just like your favourite club, especially loud.
*The following pages are designed for illustrative purpose only.
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WHEN YOU SPEND TO MUCH ON A NIGHT OUT Look for
and save now #DISCOUNTONDRINKS
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#DISCOUNTONDRINKS
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FIND IT. CLUBBY IT.
Look for
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and save now
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CONTACTS
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IDENTITY GUIDE
MARKETING & DESIGN Nicolai Hald CEO & Creative Director nh@clubby.co.uk Marketing Requests marketing@clubby.co.uk All design resources are available and updated regularly at clubby.co.uk/brand
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© Copyright Clubby Limited 2016