Brand Book
Designed for Excellence
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CONTENT About XO 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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“The high-quality instruments created by XO offer all players limitless possibilities for the highest level of artistic expression.” –Koichi Haido, Founder of XO Sophisticated Brass
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The Origins of XO The XO brand began with the vision of Koichi Haido, Chief Instrument Technician at the Global Corporation in Japan. After many experiments and countless prototypes, the first XO trumpet was introduced to the market in 1995. With vast experience in instrument making and prowess as a trumpet player, Haido continues to explore innovative approaches to meet perfection. He pushes the limits to reach the goal of providing a comfortable and enjoyable playing experience for every performer. Koichi hopes XO can empower musicians to deliver excellence in tone and performance for diverse musical genres, allowing players to easily achieve their own personal sound. Building upon the success and popularity of the original offering, XO works to continually expand its lineup with the development of exquisite and innovative instruments to support the artistic expression of every musician.
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Along for Your Musical Journey‌ Every musician’s journey is their own, and unique to them. However, they all have one objective in common: to share the wonders of music with audiences through a perfect performance. Combining contemporary precision with traditional craftsmanship results in ideal instruments for professional players. Through close consultation with both musicians and technicians, we work towards building a more intimate connection between artist and instrument. The unrivalled playability of every XO instrument ensures delivery of precise intonation and sumptuous sonority: the perfect conduit for the master performer's musical and artistic voice.
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A Lifelong Companion While good craftsmanship depends on the use of the right tool, we understand that the relationship between the musician and their instrument is far more personal. The instrument becomes an extension of ones musical voice and must both empower and complement the skills of the player. The RIGHT instrument becomes a valued companion throughout a lifetime of practice and performance: a conduit for artistic vision.
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"Whether playing cello suites or funk bass lines, my XO tuba is up for the task. It's the only tuba I ever need." -Andrew Hitz, world renowned tuba artist.
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The XO Mission... XO aims to provide professional musicians with the perfect tools to realize their personal sound. Recognizing the connection between performer and instrument, renown professional players and technicians are deeply involved in the XO development process. The design of each model marries proven design traditions with cutting-edge acoustic theory to offer innovative horns that allow the performer to explore the limits of their artistic expression. These instruments are then produced using a measured balance of hand-craftsmanship and modern precision tooling to achieve optimal results.
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Brand Essence
SOPHISTICATED Refinement, elegance, and being a cut above the rest. From the quality of manufacturing, exquisite tone, and proficiency of the artist, to the contrasting musical styles and diverse audience experiences, the definitions of sophistication are present at every layer of the XO brand.
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Brand Identity
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The Logo The design of the XO logo is inspired by a unique characteristic of brass instruments: the ability to manifest a true legato, delivering a singular, continuous melodic line in one breath. The XO logo evokes this by presenting the main body of the two characters as one unbroken calligraphic unit with decorative flourishes.
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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 XO Logo - The logos shown on the page to the right are the official logos approved to be used across all media types. The unique design of the logo makes it ideal for most situations as it can be used on both light and darkcolored 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 vignetting 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 vignetting effect. (Please see the detailed color palette information on the page P.32-33).
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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 competitors and add additional value into the brand as well. We have chosen two different taglines to represent XO - Sophisticated Brass and Designed for Excellence. Designed for Excellence represents the spirit of XO, providing high quality and refined instruments for accomplished musicians. You may use this tagline when you are creating branding materials, including brand introduction, artist posters, and social media posts, etc... Sophisticated Brass speaks to the brand spirit and products. This can be used with product descriptions for marketing materials, such as flyers, brochures, etc...
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“Sophisticated Brass” “Designed for Excellence”
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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.
X
X
1/4X
1/4X
Sophisticated Brass
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1/4X
Sophisticated Brass
X
Y
Y
1/4X
Designed for Excellence
X
Y
Y
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Standard Colors This core color palette, composed of black, grey and red, is an essential guide that enables designers to express their ideas freely without the fear of departing from XO brand identity.
Black Strength, power, and conviction.
Silver Balanced, rational, and timeless.
Red Passion, desire, and confidence.
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SECONDARY
SILVER C
BLACK
201 C
WHITE
Cool Gray 11 C
BLACK
C: 40 M: 30
Y: 30
K: 100
R: 12
G: 1
B: 3
HTML: 0 4 0 0 0 0
SILVER C
C: 40 M: 30
Y: 30
K: 0
R: 167
G: 170
B: 169
HTML: A7AAA9
201 C
C: 42
M: 99
Y: 82
K: 7
R: 156
G: 31
B: 52
HTML: A41F35
WHITE
C: 00 M: 00
Y: 00
K: 00
R: 255
G: 255
B: 255
HTML: F F F F F F
COOL GRAY 11 C
C: 73
Y: 58
K: 14
R: 84
G: 86
B: 90
HTML: 5 4 5 5 5 A
M: 65
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Color Ratio Use our color palate pie charts to guide you when balancing the core, highlight and support colors in all XO branded materials. To be consistent, please use white as the core color to design all XO branded materials. Color proportion usage can be varied depending on the individual application, but should follow the pie chart to balance the colors. Additionally, you may adjust the color transparency to create variations. For further variety within branded materials, you may utilize the secondary color ratio guidelines, outlined in the pie chart on the right side of the following page. The guidelines can be used for special applications, including the key visuals, a catalog or brochure covers, web banners, etc...
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Dark Background
Light Col or Pa
White 20% Black 25%
te let Pa
te let
Grayscale 20%
Red 10%
Dar kC olo r
Black 25%
White 50%
Red 10%
Grayscale 45%
There are two different color ratio guidelines, and you may choose either one to develop the design. Each color ratio can be increased/reduced from 10~20% depending on the designer’s needs. Color ratio guideline usage suggestions: Use the light background guideline to develop text-based materials, such as catalog, newsletter, etc… Use dark background guideline to develop image-based materials, such as event banner, special activities, merchandise, etc…
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Pattern The XO logo can be used as a repeating pattern: this is an extension of the design principle of the XO 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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XO is a brand which combines both rational and emotional characteristics. Our contemporary type face reflects the former while our logo represents the latter. 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.
Starling
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 012345678 9
Starling
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 012 3 45 6789
Typography for Web XO is a brand which combines both rational and emotional characteristics. Our contemporary type face reflects the former while our logo represents the latter. 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.
Starling
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 012345678 9
Starling
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 012 3 45 6789
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Chinese Typography Headline and Accents - Used for headlines or high importance words or phrases.
NOTO SANS CJK TC BLACK
由XO創造的高品質、精緻的銅管樂器為所有音樂家提供了無限可 能性，同時發揮卓越、最高水平的藝術表現力，帶給觀眾們一場最 精湛的演出。 NOTO SANS CJK TC BOLD 由XO創造的高品質、精緻的銅管樂器為所有音樂家 提供了無限可能性，同時發揮卓越、最高水平的藝術 表現力，帶給觀眾們一場最精湛的演出。
NOTO SANS CJK TC MEDIUM 由XO創造的高品質、精緻的銅管樂器為所有音樂家 提供了無限可能性，同時發揮卓越、最高水平的藝術 表現力，帶給觀眾們一場最精湛的演出。
Body Copy and Fine Print - Used for body copy and fine print. NOTO SANS CJK TC REGULAR 由XO創造的高品質、精緻的銅管樂器為所有音樂家 提供了無限可能性，同時發揮卓越、最高水平的藝術 表現力，帶給觀眾們一場最精湛的演出。 NOTO SANS CJK TC LIGHT 由XO創造的高品質、精緻的銅管樂器為所有音樂家 提供了無限可能性，同時發揮卓越、最高水平的藝術 表現力，帶給觀眾們一場最精湛的演出。
NOTO SANS CJK TC DEMILIGHT 由XO創造的高品質、精緻的銅管樂器為所有音樂家 提供了無限可能性，同時發揮卓越、最高水平的藝術 表現力，帶給觀眾們一場最精湛的演出。 NOTO SANS CJK TC THIN 由XO創造的高品質、精緻的銅管樂器為所有音樂家 提供了無限可能性，同時發揮卓越、最高水平的藝術 表現力，帶給觀眾們一場最精湛的演出。
Japan Typography Headline and Accents - Used for headlines or high importance words or phrases.
NOTO SANS CJK JP BLACK
XOによって作成された高品質で洗練された真鍮製の楽器は、 すべてのミュージシャン にとって無限の可能性を提供すると同時に、優れた演奏力と最高レベルの芸術表現を もたらし、観客を最も美しい演奏に導きます。 NOTO SANS CJK JP BOLD
XOによって作成された高品質で洗練された真鍮製の楽器 は、 すべてのミュージシャンにとって無限の可能性を提供 すると同時に、優れた演奏力と最高レベルの芸術表現を もたらし、観客を最も美しい演奏に導きます。
NOTO SANS CJK JP MEDIUM
XOによって作成された高品質で洗練された真鍮製の楽器 は、 すべてのミュージシャンにとって無限の可能性を提供 すると同時に、優れた演奏力と最高レベルの芸術表現を もたらし、観客を最も美しい演奏に導きます。
Body Copy and Fine Print - Used for body copy and fine print. NOTO SANS CJK TC REGULAR
NOTO SANS CJK TC DEMILIGHT
XOによって作成された高品質で洗練された真鍮製の楽器 は、 すべてのミュージシャンにとって無限の可能性を提供 すると同時に、優れた演奏力と最高レベルの芸術表現を もたらし、観客を最も美しい演奏に導きます。
XOによって作成された高品質で洗練された真鍮製の楽器 は、 すべてのミュージシャンにとって無限の可能性を提供 すると同時に、優れた演奏力と最高レベルの芸術表現を もたらし、観客を最も美しい演奏に導きます。
XOによって作成された高品質で洗練された真鍮製の楽器 は、 すべてのミュージシャンにとって無限の可能性を提供 すると同時に、優れた演奏力と最高レベルの芸術表現を もたらし、観客を最も美しい演奏に導きます。
XOによって作成された高品質で洗練された真鍮製の楽器 は、 すべてのミュージシャンにとって無限の可能性を提供 すると同時に、優れた演奏力と最高レベルの芸術表現を もたらし、観客を最も美しい演奏に導きます。
NOTO SANS CJK TC LIGHT
NOTO SANS CJK TC THIN
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Product Images Every product photo should stay clean, modern and sophisticated in appearance. Please follow our guidelines while shooting product photos. • Achieve nice, clean uniform lines when dealing with reflections. • Avoid black lines/awkward reflections running through important features. • Use clean, wrinkle-free props to avoid disruptive reflections. • Avoid reflections of obvious items, such as lighting, props, equipment and people. • Capture the natural shadows to use in layouts for web or print. • Use the slight angle demonstrated on the top of the following page to allow other parts of the instruments to be seen, while avoiding distortion of instrument proportions..
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Artist Images In order to maintain consistency of XO brand imagery, please follow our guidelines for photography. The background should be neat and visually clean: a concert hall or a studio. The performers can either be playing their instruments or standing still.
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Lifestyle Photography The lifestyle photography shows the different scenarios of artists’ life, such as real-life events or milestones. The facial expressions of artists need to be positive and confident. The portraits need represent accomplished musicians and inspire other musicians.
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Tone of Voice-Brand Confident, Diverse and Masterful. The professional musician is one with their XO instrument a soloist with a unique concept who also creates a cohesive blend with other musicians. You are proud of your achievements while admiring the accomplishments of others. As you interpret the music, you integrate classic and contemporary techniques to develop a new composition with style. Please blend all the elements into the branded material when representing XO.
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Tone of Voice-Product Professional, Precise and Memorable. When you communicate with customers, it is essential to present the product description so that it is clear and easy to understand. List products features and benefits in bullet points with statements no longer than 1-2 sentences. Refined, elegant, and a cut above the rest. Every XO instrument is unique and is developed with its own story. This characteristic differentiates us from our competitors. Remember to blend the brand personality with the product development background while you are creating copy.
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Use of XO Model No. To enhance XO brand awareness, XO model number should be strongly connected with the “XO” brand name: How to use
Example
Where to use
Brand Name + Model No.
XO 1632-LT
All marketing materials such as new release, print ads, product flyers, etc...
Model No. Only
1632-LT
Information that already dsiplays an XO logo or XO brand name such as the XO website, price lists for dealers, dealers’ internal systems, etc...
Product Flyer
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Website Banner
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Social Media Guidelines Social Media Naming Guidelines To maintain global brand consistency, please follow the naming guidelines to create a social media group. Naming Rule: XO-(Region) For example, the United States XO social media group will be named as XO-US. Profile Picture The profile picture should be the logo of XO and meet the brand guidelines. Any unapproved variation is forbidden. Cover Photo The cover photo may vary depending on different marketing campaigns, events or seasonal product focus. Other than those occasions, it should feature XO branded materials like the examples on the following page.
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Application The visual presentation of XO should be neat and clean. All the elements in the branded materials should follow the guidelines, such as tone of voice, artists images, and the color usage ratio. Also, place the logo in a proper position just as shown in the example. To present the brand identity consistently, please follow all visual guidelines to create branded materials across different media. You may adjust the color opacity and add the pattern to create more variations.
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© 2018 XO Brass
www.xobrass.com
