BRANDING GUIDELINES
PREFACE These guidelines were created in 2014 through a collaboration of the graphic designer, business department, and executive board with the goal of creating a more cohesive, iconic, and distinct brand identity for WITR 89.7. This style guide is intended to assist members when creating publications, poster designs, social media campaigns, and
all other promotional or marketing tools for the public sphere. While the standards outlined in this guide should be strictly followed, it is also a living document that may be appended at the discretion of the graphics team and executive board in order to ensure the brand’s continued alignment with the developing needs and goals of the station.
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WITR IS... PRETTY PAGE
WITR is inspiration. It is place for music lovers, trailblazers, and visionaries who want to shape the world of music and build an unmatched empire of good music and good people. The WITR brand celebrates this passion and energy. It is bold, dynamic, and vibrant, just like the music it broadcasts and the students who lead it. In terms of design, all branding materials should strive to reflect the values and personality of WITR 89.7.
GENERAL DEFINITION WITR 89.7 is a collaborative radio station run by students with a love of music and a desire to foster a community that shares in this passion. WITR is the authoritative source of new and undiscovered music, providing the public with a unique media experience and serving as a public face of the Rochester Institute of Technology.
VALUES STATEMENT WITR is fueled by passion. Our students pride themselves on being a progressive and evolving station that constantly pushes the boundaries of music and extends its potential as an organization.
MUSIC STATEMENT WITR strives to be the best student-run and operated radio station in the country. Our DJs are exceptional at what they do, seeking out talented, emerging artists and providing listeners with a unique listening experience across all genres. WITR is your source for new and upcoming music.
COMMUNITY & CULTURE STATEMENT WITR is a family of hard-working and diverse students. It breeds leaders with strong character who seek to meaningfully impact the world around them. Unified by their love of the station, our members form deep bonds and create a mutually supportive environment of self-expression and personal growth.
The voice of WITR 89.7 should be friendly, fun, and engaging while also maintaining a tone of professionalism. Language should be aimed at appealing to the young target audience and business professionals alike. Overall, the language should be enthusiastic, capturing the passion and energy of the student voice, while emphasizing the unique product that is WITR radio and event services.
LOGO USEAGE
While the logo should be generally kept in its pure form in order to promote brand recognition, the logo may be altered with specific restrictions when appropriate to enhance a design. All alterations should be done in a manner that does not hinder brand recognition or take away focus from the type within the logo.
DOs
DON’Ts
change the color of the elements within the logo
display the logo type in any other font besides Alternate Gothic2 BT
The secondary colors provided in this guide are always appropriate color alternatives, however, other colors may also be used with discretion.
add graphic elements
such as 3D extensions, overlays, and textures in ways that aid in the emphasis of the logo’s type.
use multiple colors within the same element of the logo For example, designers may not make individual letters of the type unique colors. All of the logo’s type should be displayed in only one color.
change the ratio or proportions of the logo
LOGOS AND CLEAR SPACE
Secondary Lining Primary Stacked
PRIMARY LOGO COLORS
c73 m17 y0 k0 c73 m17 y0 k0 #0ea5de #faea34
DON’T DO THIS!
RS LO O C Expanding on the colors of the logo design, the color palette consists predominantly of blues and yellows that personify the fun and vibrant personality of WITR radio. While this color pairing is visually complementary and balanced, it also provides a contrast that lends itself to dynamic and energetic designs.
PRIMARY COLORS
The specific blue and yellow colors contained in the pure logo should be featured and used extensively in designs whenever possible. A secondary color pallate of tints and shades of the below colors is also allowed to enhance designs
cmyk 4 / 1 / 89 / 0 rgb 250 / 234 / 51
pantone 107 hex #FAEA33
cmyk 5 / 13 / 90 / 0 rgb 245 / 212 / 53
pantone 115 hex #F5D435
cmyk 31 / 0 / 3 / 0 rgb 170 / 223 / 241
pantone 635 hex #AADFF1
cmyk 52 / 0 / 3 / 0 rgb 105 / 205 / 238
pantone blue 0821 hex #69CDEE
cmyk 73 / 17 / 0 / 0 rgb 14 / 165 / 223
pantone 2995 hex #0EA5DF
cmyk 79 / 27 / 15 / 0 rgb 23 / 149 / 188
pantone 7704 hex #1795BC
TYPOGRAPHY WITR employs three basic typefaces: Alternate Gothic, Bebas Neue, and Century Gothic. While Alternate Gothic2 BT was used when creating the original logo design, the newer edition of the typeface, Alternate Gothic No3 D, should be used for all future text due
to its improved kerning and readability. The Alternate Gothic typeface serves as an extension of the logo design while exemplifying the bold spirit of WITR. For these reasons, it should be used as the primary typeface for headers. Bebas Neue may be substituted for Alternate Gothic
Alternate Gothic No3 D HEADING
BEBAS NEUE
BOLD, REGULAR, BOOK, LIGHT, & THIN ALTERNATE HEADING
Century Gothic
Regular, Italic, Bold, & Bold Italic SUBHEADING AND BODY COPY in headers, as its more extensive type family lends itself to greater versatility. Subheaders and body texts should be predominantly set in Century Gothic. Century Gothic is intended to complement Alternate Gothic while
embodying the geometric style of the WITR brand. To create hierarchy and emphasis, designers should employ various colors and weights of these standard type families as opposed to other unspecified fonts.
~ A SHORT LESSON ON ~
GRAPHIC ELEMENTS WITH...
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BLOCKIE!
In homage to me and as a representation of the dynamic and collaborative spirit of WITR, graphic designs should have a primary focus on geometric elements. Other elements that align with the defined identity of the brand may be used at the discretion of the designer when appropriate.
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