Coastal Dance Works Brand Guidelines by Bold brands born here

BRAND GUIDELINES

BOLD BRANDS BORN HERE This document contains the rules for your messaging and visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need—logos, typefaces, colors, and more—to create a consistent tone, look, and feel for Coastal Dance Works materials. We invite you to absorb this information and reference it often to become an informed keeper of the brand.

MESSAGING

W H A T WE D O For children of all ages who need a place to express themselves, Coastal Dance Works is a dance studio which provides an uplifting experience and creates a positive impact on their lives now and in the future.

P O S I T I O N I N G S TAT E M E N T [INTERNAL MESSAGING]

MESSAGING

WHY WE EXIST To make a positive and lasting impact on the lives of children through dance.

MISSION STATEMENT

WHAT MAKES US DIFFERENT Celebrating what makes you unique.

VALUE PROPOSITION

MESSAGING

WHERE DO WE WANT TO GO Establishing a community that lifts children up for what makes them unique and encourages them to be themselves.

VISION STATEMENT

this is our vibe

THE COASTAL DANCE WORKS BR AND BOARD The Coastal Dance Works brand evokes movement, friendliness, and passion. The studio is a place that brings children of all backgrounds together to learn about dance, dedication, and themselves. The visuals should communicate these values.

MESSAGING

TAGLINE Inspiring the next generation of dancers.

BR AND PROMISE To instill an inner confidence and passion for dance in children of all ages.

CORE VALUES Inspiration Spirit Dedication Passion Positivity

BR AND PERSONALITY Our brand is a reflection of who we are, what we stand for, and how we express ourselves. Our brand voice should come through loud and clear in everything we do—from our website, to our videos, to the copy accompanying our Instagram snapshots of life at Coastal Dance Works. As a studio established in instilling an inner confidence and passion for dance in children of all ages, we want to make sure our brand voice reflects our inclusive attitude, while also communicating that our brand is an authority within our industry. Here are a few adjectives that describe our brand:

…Inspirational …Spirited …Committed

While our brand voice doesn’t change much, the tone we use throughout different types of content must be adapted to the medium (e.g..., blog, video, infographic, etc.), context (e.g., funnel stage, live event, etc.) and intended audiences (e.g., persona, end-users, roles, stakeholders, etc.). Understanding the context will help you adapt the tone of our brand personality as needed.

CHARACTERISTIC

HOW BEST TO ACHIEVE:

Inspirational

Using imagery and content that communicates Coastal Dance Works as a source of inspiration for kids - taking advantage of positive verbiage, coastal colors, and sources of light.

Spirited

One of the first things that comes to mind when someone thinks of the Coastal Dance Works brand is a bright, bold, and uplifting spirit.

Committed

Communicating that Coastal Dance Works is dedicated to making a positive impact on the lives of children through dance.

MESSAGING

CAPTURING OUR BR AND PERSONALITY IN WRITING

LOGO

PRIMARY LOGO The Coastal Dance Works primary logo is clean, simple and minimal. The combination mark is a representation of a dancer. The mix of san serif and script fonts communicate movement and approachability. The Primary logo should be used at all time ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

MINIMUM SIZE

For readability, scale needs to have special considerations. Do not reduce these elements below these designated pixel values.

MASTER LOGO

LOGOMARK

Web 120 pixels Print 1.25"

Web 30 pixels Print .50"

LOGO

SECONDARY LOGO

When limited by printing constraint, use the two-color logo.

ALTERNATIVE LOGO COLOR USAGE The logo color usage for Coastal Dance Works logo is minimal. The full color logo is the preferred version and should be used whenever possible. If using as a overlay on a dark photo or background, use the white version. When absence of color use is requested, choose the single color version. Only black or white should be used.

LOGO MARK This logo mark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed. For example, the mark could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.

LOGO

SOLID WHITE LOGO

2-COLOR ON DARK BACKGROUND

SOLID BLACK LOGO

USE ON PHOTOS

LOGO USAGE The Coastal Dance Works logo should be the highlight when used on promo materials. We want the clean, bold brand to speak for itself. Less is more.

LOGO

W H I T E S PAC E

UNACCEPTABLE LOGO USE

To preserve the Coastal Dance Works’ logo integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better. These visuals are used to define minimums.

These guidelines help avoid things like altering the logo in any way, causing it to lose its integrity by stretching or presenting it in a way that is not harmonious with the rest of the brand.

The minimum whitespace around the mark and logo is equivalent to the 'RK' in the word WORKS stacked on each other. A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation.

To make sure the logo appears as consistent as possible throughout communications, we've identified a number of ways it should never be used. Here are some examples. LIST OF DON’Ts A. Do not squeeze or stretch. B. Do not rearrange or resize the logo elements individually. C. Do not add shadows or filters to the logo. D. Do not contain the logo in box when placed on a background image or color. E. Do not alter the logo colors. F. Do not replace logo font. G. Do not add other elements within the clear space allotment. H. Do not rotate. I. Do not place borders around logo.

C. LOGO

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 E.

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Inspiring the next generation of dancers

Turquoise

Azure

Jet

Hex

#2AD2C9

#005670

#101820

RGB

42.210.201

0.86.53

16.24.32

59.0.26.0

98.21.11.49

100.61.32.96

3252 C

7708 C

Black 6C

CMYK Pantone

Umber

Light Slate Gray

Isabelline

Hex

#CD7925

#B1E4E3

#D0D0CE

RGB

205.121.37

177.228.227

208.208.206

1.53.93.11

26.0.6.0

14.10.8.0

7565 C

317 C

Cool Gray 2C

CMYK Pantone

Color is foundational to the visual identity of a brand in all its expressions and executions–logos, packaging, products, environments and all forms of marketing communications. The PRIMARY PALETTE helps consumers to quickly identify a brand. These are the core colors of the brand. The SECONDARY PALETTE is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space. The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.

BRAND COLOR

C O LO R PA L E T T E

T YPOGRAPHY The brand font families should be used for all communications, ensuring a consistent look and feel in online and print literature. YESEVA ONE should be used for all header text. MERRIWEATHER SANS SEMIBOLD is to be used for subhead text in ALL CAPS and MERRIWEATHER REGULAR should be used all other copy (body, lists etc). DANCING SCRIPT is the accent font and it is to be used sparingly to covey messaging that is to stand out. It represents the unexpected nature of the brand and is an pop of fun. To ensure a consistent look, make sure brand fonts are used in a consistent manner and the weights of the font have been considered, using heavier weights to highlight key messages.

HEADER FONT

Yeseva One ABCDEFGHIJKLMNOPQRSTU V W XYZ abcdefghijklmnopqrstu v w x yz SUBHEADER FONT

MERRIWEATHER SANS SEMIBOLD

ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w xyz BODY FONT

Merriweather Regular ABCDEFGHIJKLMNOPQRSTU V W X YZ abcdefghijk lmnopqrstuv w x yz ACCENT FONT

Dancing Script ABCDEFGHIJKLMNOPQRST UVWXYZ abcde fghijklmnopqrstuvwxyz

TYPOGRAPHY

HEADER COPY

I N F O R MAT I O N Triad Brand Marketing is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing while helping organizations generate, energize and re-imagine brand growth. If you should have any questions please feel free to contact us at fanmail@triaddesign.com. Thank you!

BRAND GUIDELINES