Spring Show 2011 Brand Style Guide
RIGHT THIS WAY
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MISSION STATEMENT For Academy graduates it is the end of one chapter and the beginning of another. This is expressed in the form of a sketchbook, chronicling their creative journey.
Spring Show 2011 Brand Style Guide
MISSION STATEMENT SIGNATURE 5 6 7 8 9 10 11 12 14 15 16
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Logo in Full Color Signature Lockup Logo in Black and White Logo Clearspace Minimum Size Co-Branding Logo Do’s Logo Don’ts Brand Color Palette Brand Typefaces Secondary Graphics Graphic Devices
APPLICATIONS 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 36
Invitation Street Banner Bus Sign Website Homepage Website Gallery Website Contact Page Web Banner Directional Signage Elevator Graphics Wall Tags + Table Tents Name Tags Commemorative T-Shirts Larger Than Life Lobby Directory of Images Notes Colophon
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Spring Show 2011 Brand Style Guide
LOGO FULL COLOR The Spring Show signature is a graphic representation of the Academy of Art University and the values for which it stands. It identifies us by displaying an image that is strong and credible.
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SIGNATURE LOCKUP The Spring Show signature incorporates three important visual elements: the wordmark, paper collage elements, and an illustrated graphic. The logo displayed below illustrates the features that make the signature unique. Position, size, color and proportional relationships of the signature elements are predetermined and should never be altered in any way.
Wordmark
Graphic
Signature
Spring Show 2011 Brand Style Guide
LOGO BLACK AND WHITE When reproducing the signature under certain circumstances, there are going to be some challenges that arise. In order to provide the greatest degree of flexibility, the signature has also been created in black and white. Whenever it is possible, use the full color version of the signature.
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CLEAR SPACE Clear space is the area around the Spring Show signature that needs to be free of all other logos, symbols, text or other graphic elements. The way in this logo is treated is quite unusual, as the actual clear space is defined by the perimeter of the logo. Paper elements are allowed to overlap underneath it. However, nothing should ever be placed on top of the logo.
Spring Show 2011 Brand Style Guide
MINIMUM SIZE Minimum size refers to the smallest size at which the Spring Show signature may be reproduced and still maintain legibility. To ensure its legibility, the minimum reproduction size of the Spring Show signature is .75� in height for any print applications and 350 pixels wide and 250 pixels high for web and electronic media. When the wordmark is enlarged, it must always scale proportionally.
.75�
Minimum size for all print applications.
350 pixels x 250 pixels
Minimum size for screen applications.
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CO-BRANDING The Spring Show signature can also coexist with the Academy of Art signature. This can only be achieved when the Academy of Art logo is placed on one of the approved paper textures.
Spring Show 2011 Brand Style Guide
LOGO DO’S The Spring Show signature is almost always accompanied by a series of collage paper elements. Below are a few ways that these different papers and textures can be used.
A possible combination of paper elements collaged together.
Horizontal lock-up.
Vertical lock-up.
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LOGO DON’TS To maintain the equity and value of our brand, the Spring Show signature must never be altered or redrawn. Some common misuses are shown.
Don’t use all three illustrations at once.
Don’t change the color of the logo or of the surrounding elements.
Don’t rotate the mark vertically.
Don’t scale any of the elements disproportionately.
Spring Show 2011 Brand Style Guide
Don’t use distracting patterns or papers that don’t contain one of the approved colors.
Don’t cover the logo. Paper elements always go behind the signature.
Don’t scale the elements individually.
Don’t change the typeface.
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BRAND COLOR PALETTE Color provides a strong visual link to our brand across a wide range of applications. A secondary color palette has been created as a guide when selecting new paper textures to accompany the Spring Show signature.
PMS 359C C07 M03 Y40 K00 R229 G233 B171
PMS 719C C01 M02 Y08 K00 R251 G246 B233
PMS 7405C C02 M13 Y54 K00 R250 G218 B138
PMS 3035C C05 M06 Y10 K00 R240 G233 B244
PMS 716C C01 M42 Y59 K00 R245 G164 B133
PMS 573C C13 M00 Y12 K00 R219 G239 B227
Spring Show 2011 Brand Style Guide
BRAND TYPEFACES The Spring Show identity employs two main typefaces: Trade Gothic and Courier. For electronic communications (including Word documents and Powerpoint presentations) use the alternate fonts Arial, for headlines, and Monaco, for body copy. Trade Gothic may be used if the receiving computer has these fonts installed, But Arial and Monaco are most consistent in cross-platform desktop applications. TRADE GOTHIC Trade Gothic Bold is used for headlines. It is clean and legible while also retaining a slight playfulness with the curves within each letterform. COURIER Courier Medium is the font used for body copy. Historically, this was the typeface used for typewriters and using this typeface in the Spring Show will bring with it associations from that era.
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SECONDARY GRAPHICS Secondary graphics for the Spring Show consist of three illustrations. These illustrations should always appear either next to the Spring Show logo or attached to the corner of a piece of paper. In the chapter openers of this brand book, for example, an illustration appears in the bottom corner of the grid paper.
Spring Show 2011 Brand Style Guide
GRAPHIC DEVICES 1 Graphic devices for the Spring Show are comprised of two different design elements: paper textures and hand drawn rules and arrows. 1. COLLAGE ELEMENTS The paper and tape textures can be used together. However, the grid paper must always be the largest texture on the page in order to keep the compositions from becoming too cluttered. 2. HAND DRAWN ELEMENTS Graphic elements such as arrows and hand drawn rules are used to emphasize text. Arrows are used in directional signage and rules always highlight the most important information.
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Spring Show 2011 Brand Style Guide
INVITATION
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STREET BANNER
Spring Show 2011 Brand Style Guide
BUS SIGN
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WEBSITE HOMEPAGE
Spring Show 2011 Brand Style Guide
WEBSITE GALLERY
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WEBSITE CONTACT PAGE
Spring Show 2011 Brand Style Guide
WEB BANNER
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DIRECTIONAL SIGNAGE
Spring Show 2011 Brand Style Guide
ELEVATOR GRAPHICS
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WALL TAGS + TABLE TENTS
STUDENT COURSE INSTRUCTOR PROJECT
Wall Tag
Table Tent
Claude Garamond Typography 3 Carolina De Bartolo Project 1
Spring Show 2011 Brand Style Guide
NAME TAGS
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COMMEMORATIVE T-SHIRTS
Spring Show 2011 Brand Style Guide
LARGER THAN LIFE LOBBY
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DIRECTORY OF IMAGES Here are the images and corresponding file names that you will find on the disk attached to the brand style guide: LOGOS 1. logo 2. logo 3. logo 4. logo 5. logo
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beeflower _ color.jpg bird _ color.jpg branch _ color.jpg beeflower _ bw.jpg bird _ bw.jpg
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6. logo _ branch _ bw.jpg GRAPHICS 7. illu _ beeflower.jpg 8. illu _ bird.jpg 9. illu _ branch.jpg TEXTURES 10. brown _ paper.jpg 11. grid _ paper.jpg 12. tan _ tape.jpg 13. yellow _ paper.jpg 14. sketch _ paper.jpg 15. clear _ tape.jpg HAND DRAWN ELEMENTS 16. arrow.jpg 17. drawn _ rules.jpg
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Spring Show 2011 Brand Style Guide
NOTES
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Spring Show 2011 Brand Style Guide
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BRAND SYSTEM BY LISA SCHNELLER Spring 2011 Semester Identity 2 | Jeremy Stout Academy of Art University San Francisco, CA 510-865-1473 lisa@lisaschneller.com lisaschneller.com