AM2014 Exhibition _ Brand Guidelines
AM2014 Exhibition Brand Guidelines Contents
Style Guidelines
Style Guidelines
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8
The Logo Logo Composition Logo Isolation Logo Misuse Colour Usage Typography Size Typography Colour
The style guide has been set to define the appearance of all collateral related and endorsing the AM2014 exhibition. The specifications within this guide must be followed to assure consistency within the brand.
2.1 2.2 2.3 2.4 2.5 2.6 2.7
Digital and Print Guidelines Writing Copy Writing Numerics Advertising Signature Typography Typography Positions Imagery Composition
The subsequent sections describe In more detail how the brand is Implemented in different areas.
1.1 The Logo Where possible, the logo must appear in the brand yellow. However, if this is not possible, it should appear in the deep blue of the brand. The logo must remain transparent, failing this, assure the negative space within the logo matches the background logo. The logo must to appear as a tint or as an off brand colour. See 1.5 for colour guidelines. Logo Size The logo has been designed to reproduce at the minimum height of 10mm. There is no maximum reproduction size. Restrictions are based on the readability of the typography within the logo.
10mm
1.2 Logo Composition Where possible, the logo must always appear centralised in the upper most part of the page, examples of which have been displayed to the right. The padding between the logo and the top of the page must not exceed any less than 10mm.
1.3 Logo Isolation The logo should be surrounded by a 5mm area at all times, minimum. The area is a minimum and should be increased wherever possible. The area of isolation ensures that text or other visual elements do not encroach on the logo.
5mm
1.4 Logo Misuse As a key representative of the brand, it is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified or added to in any way. It must never be redrawn or adjusted and should only be reproduced from the artwork provided.
There must not be any type or imagery within the logo isolation.
The logo must not be cropped to any extent.
No colours other than brand colours can be used to fill the logo.
The logo must remain filled, and not in stroke form.
To illustrate this point some of the more likely mistakes are shown.
The logo must not be rotated to any angle other than 90ยบ.
The logo must not have a reduced opacity.
C_13 M_16 Y_100 K_1 1.5 Colour Usage The AM2014 Exhibition logo must appear in the yellow wherever possible. The only alternative to this is the off black, provided to the right. The other colours have been created to allow diversity within the design and other elements of the branding.
C_88 M_70 Y_24 K_8
C_84 M_73 Y_54 K_69
C_49 M_29 Y_35 K_9
C_10 M_4 Y_1 K_0
C_79 M_51 Y_34 K_20
1.6 Typography
Body Copy
The typography throughout all the of branding is Open Sans. Various weights are used to establish the hierarchy throughout all elements of design. To the right, it displays the font choices within the typeface.
Open Sans Regular 9pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Sub-headings _ Body Copy Emphasis Open Sans Semi-bold 9pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Headings Open Sans Bold 16pt
ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
1.7 Typography Type should never appear below 5pt. There is no maximum limit to type size. Headlines should always be set using Open Sans Bold and always in caps. As they are to appear this way the leading for headlines should be determined by the following equation: leading = font size -5pt for example: font size = 70pt leading = 65pt Body copy should always be set using Open Sans. As this is a regular font, body copy requires more leading and should be determined by the following equation: leading = font size +3pt for example: font size = 8pt leading = 11pt. The same is to be applied to the sub headings. Body copy set using Open Sans. It is 8pt type with 11pt leading. Being a condensed font the extra points in the leading helps its readability.
THE Q EDITION ASTON MARTIN Hentemporum quidi asperi blaccaborum rerferit ab iur? Itat quiassus, occusdae. Dempores aut magnis dollenet, quiant que nulluptusci sus, od mi, sae porporem nonsero dolorer eicipsa ndicid estia aspelen tinciate a volut offic tem explaut doluptio ipsusam quia quiandit autemporem quibus mod et quo molupta nisit apitem eat faccumquo doluptio exceser rovit, con ex ent prepel iliquassin comnis et faci iurem id ex erum invenimaio. Volluptae nit omniaeIcit liquias qui officiat. Milicit, occus iumque minvele sequid erioremolore aliquam enihiti ncitate nihillenia cus, con re magnimus doluptat. Ad molut aceribus, sus, que porit fuga. Et omnitiis est quunt, quatquatur sunt ipis plaboristem
1.8 Typography Colour Headlines should always appear in yellow, black, or white depending on the colour of background they are sitting over. Key words or sentences can be picked out in one of these colours. There doesn’t always have be an even split but there are occasions when this will work better.
THE Q EDITION ASTON MARTIN BESPOKE ENGINEERING, AT IT’S FINEST
2.1 Digital and Print Guidelines The following section is a guide to implementing the new identity in the medium of print and digital aspects of the branding.
2.2 Writing Copy The web is written lower case. Other common technical terms are styled as follows: CD-ROM, email, voice-mail, hi-tech, hi-res, 3D, voiceover, worldwide-web, website, dotcom. Job titles should be written as lower case: creative director, executive producer It is preferable to use ‘and’ within text rather than the ampersand (&). No full stops in acronyms or after initials. Captions do not have full stops at the end. Hyphen (-) used for words that are broken over two lines or for fractions (two-thirds) or to join two words (part-time). Avoid hyphens at the end of lines in range left copy if at all possible. En dash (–) used in place of ‘through’ in numbers (10–25) or other measurements of time (May–June). Em dash (—) Sometimes used in place of a colon as punctuation (the work was completed — all things had been revised). Ellipses Three points with a small space either side which signify a missing word... To keep the text area as even as possible it is preferable not to use quotation
marks to signify the title of a film. These can be signalled by the use of CAPS. Underscore (_) Use to separate items with differing subjects. For example,
AML2014 _ OULTON PARK
2.3 Writing Numerics The ‘2014’ in AM2014 should always be a numeral. However, in general one to ten are to be written out: one, two, three, four, five, six, seven, eight, nine, ten. Number 11 onwards should be written in figures: He was 12 years old. All numbers at the beginning of sentences should be written out: Two million years ago. Weights, times, measures and dates should be stated numerically. Add an ‘s’ to numerals and dates to pluralise them: 1940s, B-52’s Four figure numbers don’t have commas. Larger ones do: 1750 and 50,000 Decades are written as 70s, 80s, 90s. Centuries are written as nineteenth century, twentieth century.
12345 67890
2.4 Advertising Signature
URL Construction
The url should always be used when there is relevant and corresponding information on the AM2014 Exhibition website.
aml2014.com/tickets
It must always be the smallest piece of information (in size) on the page. However care must be taken to maintain the URL’s visibility. Event information must always be represented in the order of day_month_date_time. Abbreviations are allowed in the following combinations: Monday January 3rd at 9pm Mon 9pm January 3rd 9pm Jan 3rd 9pm
Scheduling Arrangements
ONE 77 POWER LAP SATURDAY AUGUST 4TH AT 7PM
2.5 Typography There are four levels of typographic hierarchy: _Header _Event/Exhibit Title _Information _URL or Event Details Collateral can exist with or without a headline but when set without consider the exhibit title as a headline.
OULTON GOES ASTON THE ASTON MARTIN ONE 77 DOES A POWER LAP The limited edition, million pound super car is pushed to it’s limits. August 4th at 2pm _ aml2014.com/one77
2.6 Typography Positions Headline size can vary depending on the size of the advertisement and the imagery used. However it should be larger than the rest of the copy on then-page and always in caps. For portrait and landscape ads the headline copy can move up and down the left hand margin. Where appropriate, central aligned type can be used, on packaging for example. When working with imagery, the type must be used to overlap an aspect of the imagery, perhaps the focus, to draw attention to the typography.
EXPERIENCE ASTON MARTIN AML2014 EXHIBITION _ AUGUST 3RD - 4TH
2.7 Imagery Composition The imagery must also contain Aston Martins in motion. To reflect the speed and beauty of the cars, as they travel, which is their primary function. Amongst picturesque backgrounds, if possible. The images must also be produced in ful colour or duo tone, using the AML2014 colour scheme. Doing this should also the image to become part of the brand through the colour assosiation. This will also make it easier to apply type over the image.
OULTON PARK GOES ASTON AML2014 EXHIBITION _ AUGUST 3RD - 4TH