Brand Guideline
The name Altus derives from a Latin adjective meaning "high, deep, noble and profound,“ the logo represents the pursuit for high quality flute-making.
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CONTENT About Altus 2 Brand Identity 17 Logo Usage 18 Tagline 28 Standard Colors
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Pattern 36 Typography 38 Imagery Guidelines 42 Tone of Voice 48 Use of Model No.
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Social Media Guidelines
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Applications 56
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Brand Identity
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The Logo The hand-written style of calligraphy symbolizes the traditional craftsmanship of handmade flutes, and the smooth one-stroke line without harsh edges speaks for the well-balanced and silky-sounding phrase that Altus flutes can make.
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Sizing Guideline Sizing guidelines are established to ensure usage consistency as well to help retain the logo’s visual integrity across all media types. Each logo version can be sized proportionally without exceeding the following minimum size standards:
0.5in/12.7mm/36px
Room to Breathe Consistent clear space and proximity are needed to give the logo proper room to be displayed. Use the example below as a guide to prevent interference from other photographic and typographic elements on all sides.
“X”
“1/2 X”
“1/2 X”
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Usage Altus Logo – The logos shown on the page to the right are the official logos approved to be used across all media types. The concise design of the logo makes it ideal for most situations and it can be used on both light and dark-colored backgrounds. Logo Background Color Density – When using the “white” logo against a black or dark colored background, please make sure the background color is not lighter than 60% in value. Please be sure the background color is not darker than 25% in value when using the “black” logo against a white or light colored background.
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Logo - Shown on light-colored background
Logo - Shown on dark-colored background
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Usage When you plan to place the logo on the background, we suggest adding vignette effect on the logo’s perimeter to give the design more depth and contrast. Please use our core colors to develop the background under the logo while you use the vignette effect. (Please see the detailed color palette information on page P.18 to P.19.)
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Avoid Alteration The following examples illustrate possible errors to watch for and avoid. In order to maintain consistency, do not revise the original design or change the proportions, fonts or colors of the logo outside of the specifications outlined within this Brand Book.
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Do not use gradient or multi-color block under the logo
Do not add elements inside the clear space area
Do not change other color
Do not deform the logo
Do not use other fonts style
Do not stroke outline
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Tagline A tagline is essential in conveying a brand message. It supports the brand to differentiate from others and add additional value into the brand as well. By using the tagline, we want our customers to immediately picture the quality of handmade flutes.
Handmade Flute is the essence of Altus flutes. You may use this tagline when you are creating brand materials, including brand introductions, product flyers, artist posters, social media posts, logo profiles, etc.
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“Handmade Flutes”
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Logo with Tagline If you wish to create branded materials by using the logo with a tagline, please follow these guidelines. • Use only authorized taglines. • Do not use the tagline alone or change the positions as demonstrated on the following page. • Leave appropriate spaces between the logo and the tagline.
17 X 1/4X
1/4X
X
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Standard Colors The Altus core color is comprised of black, silver and light blue. This color palette serves as a guideline that enables designers to express their ideas freely while simultaneously capture the Altus brand identity.
Black Virtuoso flute professionals
Silver World-leading silver flutes
Light Blue Elegant, harmonious and balanced sound quality
19 CORE
SECONDARY
877 C
Neutral Black
P 121-2 U
WHITE
10358 C
NEUTRAL BLACK
C: 83
M: 78
Y: 76
K: 59
R: 34
G: 34
B: 34
HTML: 2 2 2 2 2 2
877 C
C: 52
M: 41
Y: 39
K: 0
R: 140
G: 144
B: 145
HTML: 8C9091
P 121-2 U
C: 18
M: 0
Y: 5
K: 0
R: 217
G: 238
B: 244
HTML: D9EEF4
WHITE
C: 0
M: 0
Y: 0
K: 0
R: 255
G: 255
B: 255
HTML: F F F F F F
10358 C
C: 44 M: 44
Y: 53
K: 0
R: 162
G: 144
B: 121
HTML: A 2 9 0 7 9
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Pattern The Altus logo can be used as a repeating pattern: this is an extension of the design principle of the Altus logo being itself a continuous stroke. This pattern can be used to fill up space in visual applications where a single focused logo would be inappropriate.
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Typography for Print
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Altus is a handmade manufacturer with the heritage of both the highest pursuit for the traditional craftsmanship and virtuosic professional musicianship. Our modern type face expresses the clean-cut sharpness of a high-end product of such. Headline and Accents - Used for headlines or high importance words or phrases.
KOROLEV CONDENSED
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 KOROLEV Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
KOROLEV Compressed Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Body Copy and Fine Print - Used for body copy and fine print. GOTHAM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
GOTHAM XNarrow Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Artistic Quotes and Stylized Elements - Used for Artist quotes and other stylized elements.
Gotham XNarrow Book Italic
Gotham XNarrow Light Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Typography for Web Altus is a handmade manufacturer with the heritage of both the highest pursuit for the traditional craftsmanship and virtuosic professional musicianship. Our modern type face expresses the clean-cut sharpness of a high-end product of such. Headline and Accents - Used for headlines or high importance words or phrases.
KOROLEV CONDENSED
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 KOROLEV Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
KOROLEV Compressed Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Body Copy and Fine Print - Used for body copy and fine print. GOTHAM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
GOTHAM XNarrow Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Artistic Quotes and Stylized Elements - Used for Artist quotes and other stylized elements.
Gotham XNarrow Book Italic
Gotham XNarrow Light Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
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Chinese Typography
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Headline and Accents - Used for headlines or high importance words or phrases.
NOTO SANS CJK TC BLACK
ALTUS 致力於打造完美精緻的長笛，我們在乎演奏者的需求，不斷地與演奏家交流， 深入了解聲響的表現方法。在專業手工長笛的製作與加工運用現代科技，巧妙結合傳 統的設計原理，無論在吹奏的性能、音準、音色及音樂表現上已致臻完美。 NOTO SANS CJK TC BOLD
ALTUS 致力於打造完美精緻的長笛，我們在乎演奏者的需求，不 斷地與演奏家交流，深入了解聲響的表現方法。在專業手工長笛 的製作與加工運用現代科技，巧妙結合傳統的設計原理，無論在 吹奏的性能、音準、音色及音樂表現上已致臻完美。
NOTO SANS CJK TC MEDIUM
ALTUS 致力於打造完美精緻的長笛，我們在乎演奏者的需求，不 斷地與演奏家交流，深入了解聲響的表現方法。在專業手工長笛 的製作與加工運用現代科技，巧妙結合傳統的設計原理，無論在 吹奏的性能、音準、音色及音樂表現上已致臻完美。
Body Copy and Fine Print - Used for body copy and fine print. NOTO SANS CJK TC REGULAR
NOTO SANS CJK TC DEMILIGHT
NOTO SANS CJK TC LIGHT
NOTO SANS CJK TC THIN
ALTUS 致力於打造完美精緻的長笛，我們在乎演奏者的需求，不 斷地與演奏家交流，深入了解聲響的表現方法。在專業手工長笛 的製作與加工運用現代科技，巧妙結合傳統的設計原理，無論在 吹奏的性能、音準、音色及音樂表現上已致臻完美。 ALTUS 致力於打造完美精緻的長笛，我們在乎演奏者的需求，不 斷地與演奏家交流，深入了解聲響的表現方法。在專業手工長笛 的製作與加工運用現代科技，巧妙結合傳統的設計原理，無論在 吹奏的性能、音準、音色及音樂表現上已致臻完美。
ALTUS 致力於打造完美精緻的長笛，我們在乎演奏者的需求，不 斷地與演奏家交流，深入了解聲響的表現方法。在專業手工長笛 的製作與加工運用現代科技，巧妙結合傳統的設計原理，無論在 吹奏的性能、音準、音色及音樂表現上已致臻完美。 ALTUS 致力於打造完美精緻的長笛，我們在乎演奏者的需求，不 斷地與演奏家交流，深入了解聲響的表現方法。在專業手工長笛 的製作與加工運用現代科技，巧妙結合傳統的設計原理，無論在 吹奏的性能、音準、音色及音樂表現上已致臻完美。
Japan Typography Headline and Accents - Used for headlines or high importance words or phrases.
NOTO SANS CJK JP BLACK
Altusは奏者の表現に高い次元で応える楽器を目指して日々製作を行っています。 そのためにアーティストと の対話を弛まず続けています。 伝統的な工法と先進技術の双方の良さを取り入れ、正確なピッチとハーモニク スにより幅広い音楽表現を可能にするフルートを奏者に提供します。 NOTO SANS CJK JP BOLD
Altusは奏者の表現に高い次元で応える楽器を目指して日々製作を行って います。 そのためにアーティストとの対話を弛まず続けています。伝統的な 工法と先進技術の双方の良さを取り入れ、正確なピッチとハーモニクスに より幅広い音楽表現を可能にするフルートを奏者に提供します。
NOTO SANS CJK JP MEDIUM
Altusは奏者の表現に高い次元で応える楽器を目指して日々製作を行って います。 そのためにアーティストとの対話を弛まず続けています。伝統的な 工法と先進技術の双方の良さを取り入れ、正確なピッチとハーモニクスに より幅広い音楽表現を可能にするフルートを奏者に提供します。
Body Copy and Fine Print - Used for body copy and fine print. NOTO SANS CJK TC REGULAR
NOTO SANS CJK TC DEMILIGHT
Altusは奏者の表現に高い次元で応える楽器を目指して日々製作を行って います。 そのためにアーティストとの対話を弛まず続けています。伝統的な 工法と先進技術の双方の良さを取り入れ、正確なピッチとハーモニクスに より幅広い音楽表現を可能にするフルートを奏者に提供します。
Altusは奏者の表現に高い次元で応える楽器を目指して日々製作を行って います。 そのためにアーティストとの対話を弛まず続けています。伝統的な 工法と先進技術の双方の良さを取り入れ、正確なピッチとハーモニクスに より幅広い音楽表現を可能にするフルートを奏者に提供します。
NOTO SANS CJK TC LIGHT
NOTO SANS CJK TC THIN
Altusは奏者の表現に高い次元で応える楽器を目指して日々製作を行って います。 そのためにアーティストとの対話を弛まず続けています。伝統的な 工法と先進技術の双方の良さを取り入れ、正確なピッチとハーモニクスに より幅広い音楽表現を可能にするフルートを奏者に提供します。
Altusは奏者の表現に高い次元で応える楽器を目指して日々製作を行って います。 そのためにアーティストとの対話を弛まず続けています。伝統的な 工法と先進技術の双方の良さを取り入れ、正確なピッチとハーモニクスに より幅広い音楽表現を可能にするフルートを奏者に提供します。
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www.altus.com