2 brand manual
2014
1
the substation
—
8
strategy
brand manual
2014
1
contents
What is Substation about and the essence behind our brand identity
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rules and tools A guide to our identity assets and some guidance on usage.
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3
5
-
best
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2
practice
A reference gallery of some creative applications in our communications.
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are
the
first
strategy
2014
we
about us
independent
contemporary arts centre in Singapore.
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we
promote and
research,
experimentation
innovation
in
the
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arts.
our
artists
matter
and
we
strategy
2014
at Substation, every creative voice behind
preposition
encourage
them to be aggressive and proactive in their creative endeavours.
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4
strategy
2014
brand values
f
r
e
u
n
e
o
d
r
t
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h
o
r
d
i
o
d
a
v
m
o
x
d
e
i
r
c
s
a
e
l
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(
WHY
)
strategy
2014
brand essence
free
for
risks.
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we
appreciate
artists
for
their
willinglessness
to break through boundaries, to
challenge
themselves.
our
rules and tools
2014
using
logotype
There are only 2 types of logotypes that should be ever used and they are certain locations available for each size. Never try to recreate the wordmark. There are some reminders to bear in mind, of course. The format dictates that maximum size of the wordmark, and the final size and location should reflect the hierachy of messaging.
logotype
minimum
We always present the wordmark horizontally. The only time it is ever presented in a different format is by third parties on their materials and with specific permission from the Substation marketing team.
space 3.6CM
125PX
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10 for print
logotype
logotype with yellow background
for digital
our
rules and tools
2014
using
logotype
logotype
In some cases, the yellow background would follow along with the logo if there is no obstructing visual device in the some of the brand communications. In all, the guide suggests all usages below:
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for brochure usage:
for leaflet usage:
for poster usage:
for website usage:
For brochure, always place the logotype on the bottom left of the page (by the margins)
Always place the logotype with yellow background on the bottom right of the page (by the margins)
Always place the logotype on the bottom left of the page (sitting on the margins)
The logotype is always placed on the top center of the page (by the margins) Always align the logotype in the center, not align it with the yellow background
the
supergraphics
Our supergraphics represent our vision: looking forward, making dialogue, pushing boundaries and sharing. They are inspired from basic things you are accustomed to see in your everyday lives, with a contemporary twist. There’s alot you can do with our supergraphics. So do it.
rules and tools
2014
using
supergraphics
Experiment with the different patterns, and its scale. Play with flat colour and place images within them.
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There’s only one rule. Don’t reduce the supergraphics to decoration; always give it a function and meaning. While the supergraphics are an important part of our identity, do not feel obliged to use all 4 in all communications. Leave the irrelevant out.
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the
supergraphics
Different explorations of our supergraphics. Lines are dynamic, pixel patterns are experimental. They are all used in different forms. Not only just in a square format.
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rules and tools
2014
using
supergraphics
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the
colours
Different colours with supergraphics represent different categories of the system. Events, courses, programmes and support. Colours are important in the identification.
Pantone Coated
360 C
Pantone Coated
1788 C
CMYK
72 0 100 0
CMYK
0 99 93 0
RGB
70 182 72
RGB
237 33 42
Pantone Coated
7467 C
Pantone Coated
Cool Gray 1 C
CMYK
78 15 34 0
CMYK
13 13 11 0
RGB
14 162 169
RGB
219 212 214
rules and tools
2014
using
colours
for main colour palette for system
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They can be used for body copy in brand communications besides the grey.
for accent colour
Pantone Coated
394 C
Yellow used for mainly colour blocks for headings and gradient for communications.
CMYK
10 0 89 0
RGB
238 232 56
the
rules and tools
2014
using
typeface
We only use one typeface, extensively. Futura is at the core of our visual identity and it is loud and we especially love it when we use it loose and tight at the same time.
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Futura Futura Futura
typeface
Futura Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Futura
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Futura
Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Futura ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Book
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is
the
rules and tools
2014
futura
typeface
way
There are different types of uses for the typography with the yellow background and for the body copy.
generate new work
every
creative
voice
matters.
headings
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for aspiring playwrights
captions in leaflets
Headings are always on the yellow background, all words are in lowercase, all words should stick to the bottom of the colour block and fully justified.
f
r
e
e
d
one-word heading Headings are always on the yellow background, all words are in lowercase, all words should stick to the bottom of the colour block and fully justified.
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o
m
It doesn’t matter if you’ve written a play before or would like to try it for the first time, there will be something for everyone in this fun and exciting workshop. Dean Lundquist, award-winning playwright, director and graduate of the dramatic writing program at NYU’s Tisch School of the Arts, leads this five session workshop that will help you generate new work and formulate a strategy for how to find a home and market for your play.
body copy
rules and tools
2014
3
formats
formats Non-profit. We tend to be a little radical and expressive on what we do on the ordinary paper sizes. A3 for poster
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A5 for leaflet
A4 for corporate brochure
systems
In our brand communications, there’s a set of system symbols to represent each event, programme, course etc. Its positioning is as follows:
SF
PW
FT
Z
TT
Y
rules and tools
2014
wordmarks
endorsement
event identity system 1.1 (from left) Septfest, First Take, Transitions Tour courses identity system 2.1 (from left) Playwriting, Zumba, Yoga
DL
MI
OC
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courses identity system 3.1 (from left) Director’s Lab, Moving Images, Open Call
CS
IK
PD
courses identity system 4.1 (from left) Corporate Sponsorship, In Kind Sponsorship, Private Donors
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rules and tools
2014
identity
systems The identity system extends itself to applications such as leaflets and the website. On the website, the systems are heavily used and on the leaflets its usage is to mark the association of the leaflet’s content to the function.
2014
find a home for your talent: from page to stage
sept fest
endorsement
for leaflet usage: Identity symbols will be placed on the bottom right of the white panel.
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for website usage It will act as a submenu for the different pages of the website, at the bottom left of the page.
to
use
For our layouts, there are a lot of graphic devices in play. They all have a certain function and a role in relation to our brand identity. Take note how these components can come together as one.
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scale Always be obvious when it comes to scale. Either scale big or small. No grey areas.
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rules and tools
1. gradient The yellow is our accent to our every brand gradient. Especially for our leaflets, they are used in the various categorys’ colours.
brand identity
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2. image placeholders Note that the image placeholders are part of the supergraphics, they can be used in conjunction with them, never on its own. If used separately, the supergraphic should be present somewhere in the page too. 3. tagline The tagline should always be inverted vertically, and be placed (cropped) on the top or bottom of the layout if used. 4. white panel White panel is always for important slogan or subject matter of content, and to be placed on the right panel of the page (top or bottom). Words inside are always inverted along the line it is positioned (never the bottom)
(
tools
rules and tools
2014
the
graphic devices
3
Words outside are faced in the opposite direction of the words inside
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WHY NOT
)
and
rules and tools
2014
grid
layouts
For the poster, it is in A3 size and can be expanded into poster size for window displays and transit ads. It can have more devices in play to attract and garner attention.
poster layout
poster grid layout 8x10 Always use tight margins 3 or less supergraphics in different forms can be placed in the layout
1 The Substation is seeking proposals from artists / creative professionals who would like to collaborate with a science professional on an art project that will be exhibited in The Substation Gallery. The proposed project should seek to explore the intersections between art and science, so as to offer new insights into the potentials of interdisciplinary practice and new ways of presenting art. The proposal should be mindful of The Substation’s artistic mission to be a space for critical and rigorous development of contemporary art through research and discourse.
1. identity marks Identity marks straight followed by the margins (four in a row) to categorise the content in the poster. 2. image placeholders
art
and
science
open
call
2014/2015:
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p
e
investigate
the
n
potentials
c
of
a
interdisciplinary
l
l
art
practice
Note that the image placeholder is part of the supergraphic and it always needs to be accompanied with the super graphic of the layout, not on its own. 3. headings
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Headings should take at least half of the page’s width, and following the gridlines of the layout. 4. white panel
2014
The recipient will receive advice from a panel of consultants, which consists of Robert Zhao (artist/founder of Institute of Critical Zoologists), Andreas Schlegel (artist/lecturer in Media Arts in LASALLE College of the arts) and Chris Lee (Creative Director and Founder of ASYLUM).
Closing application deadline: 30 May 2014 Please kindly read the FAQ and Submission Info section before sending your proposal to ensure that it adheres to our guidelines.
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If you have further questions about the application process, drop an email to opencall@substation.org
open call
The recipient will be required to conduct a series of work-in-progress presentations in 2014 and 2015 in the lead up to the final presentation. A production budget of up to SGD$10,000 will be provided to the selected applicant.
pioneer your project here. find your platform.
The subject matter is always contained in the left top of the white panel which is also typed in lowercase, it can be the shoutout or the tagline the content is trying to communicate in the page.
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and
rules and tools
2014
grid
layouts
For the leaflet layout, which is in A5 size, it is more direct and straightforward.
poster grid layout 7x10 Always use tight margins 1 supergraphic alone is essential and enough and it will need to be scaled up with due cropping. 2014
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knitting jam:
1. identity marks
hop on the yarn with mumshoo
Saturday 5 April, 2014 2pm-6pm Sunday 6 April, 2014 2pm-6pm Saturday 26 April 2014, 2pm-6pm
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Sunday 27 April 2014, 2pm-6pm Saturday 10 may 2014, 2pm-6pm Sunday 11 April 2014, 2pm-6pm
sept fest
Saturday 24 May 2014, 2pm-6pm Sunday 25 May 2014, 2pm-6pm
e
p
t
f
Same as the poster, it is in a row of 4 and it will be in the category colour. 2. image placeholders We recommend only 1 image placeholder for the leaflet layout. The supergraphic will be scaled large and be cropped slightly to maximise the image area.
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leaflet layout
e
s
t
2
3. headings The headings will not be separated and the lower heading will usually be the dates of the event.
knitting
with apr.05
knitting with mumshoo The Substation is collaborating with the “whimsical mother daughter duo”, MOMSHOO for a special building project. As part of this, we are looking for volunteer knitters to come together and create vibrant yarn pieces. These pieces will then form a larger work that will be installed in The Substation’s foyer in September as part of Septfest, The Substation’s anniversary celebration. Knitting materials and light refreshments will be provided.
There is no limit to the number of sessions you can participate in, so join us on the following days for some knitting action for the pipeline! The Substation Classroom 1 (Level 2) Admission: Free, register at registration@substation.org or contact Khai at 63377535
for the pipeline in septfest
mumshoo —
may.26
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4. white panel The white panel is now positioned on the top right of the page to directly communicate the content.
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best practice
2014
poster for open call
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best practice
2014
tri-fold brochure: front
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best practice
2014
tri-fold brochure: back
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best practice
2014
41 leaflets
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best practice
2014
website: homepage
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best practice
2014
website: corporate section
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best practice
2014
merchandise
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best practice
2014
merchandise
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best practice
2014
merchandise
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marketing@substation.org If you have any questions on how to use our brand elements, please contact us.
54 brand manual
2014
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the substation