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1 INTRODUCTION
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1.0 Message from the Director The LAN DIEGO logo embodies our ideas of community, direction, and gaming. The logo reperesents the gamers and viewers that attend these events and seeks to draw in newcomers. Communicating these ideals is essental and therefore must be done correctly. This book will allow designers to properly exemplify our values as a community and as a team. It’s dangerous to go alone take this manual!
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1.1 Our brand LAN DIEGO has three core values: Direction, Competition, and Community. Above all these, community is the most important. We as LAN DIEGO are a community of gamers that create fierce competition. We stand to make a safe environment for those gamers in a non-judgemental and secure zone.
1.2 Inspiration, Concept, and Brand Essence & Attributes The logo draws inspiration from classic console logos, such as Gamecube and Playstation 2. It’s a simple, flattened 3D shape with mute colors. It seeks to revitalize gamers’ childhood and simultaneously move forward through its slick, geometric design. The number of colors chosen was limited to 3 in order to keep the design simple. Primary colors were chosen, since many video games will use a plethora of colors to invoke flashiness and attractiviness, and these three colors are the base of all colors.
2 PRIMARY IDENTITY ELEMENTS
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2.0 Logo An impossible cube seen at such an angle that makes it hexagonal. The structures that shape this logo are made up of 3 different colors, each one a slight variation of the primary colors.
Logotype A square, geometric font for LAN DIEGO and a thinner, taller font for the tagline to prevent competition. Both lines are in all caps to create unity between the two fonts.
Signature The simplicity of the logotype contrasts well with the complexity of the logo. This difference also prevents competition between the two objects.
2.1 Incorrect usage of signature Consistency is extremely important. Above all, the logo and logotype must not compete with each other. The logotype is the supporting actor and helps enhance the logo.
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2.2 Signature Staging Requirements Any logo should always have breathing space, and the LAN DIEGO logo is no exception. This is to ensure that the logo has room to be the star of the show. The LAN DIEGO logo should have spaced such that the space between the logo and the edge is the height of the LAN DIEGO logotype. In this way, it is easier to scale this space with the size.
2.3 Minimum Size
The logo itself at this minimum size is 0.6747 in. x 0.821 in.
1.11 in.
The logo, due to its graphic nature, can be shrinked quite small without sacrificing its integrity. However, the logo should never be smaller than 1 in. x 1.11 in. Simply adjust the width of the logo to 1 inch and the height will adjust accordingly.
1 in.
2.4 Typography The LAN DIEGO font, IMAGINE, connects to classic gaming, when most gaming graphics consisted of square pixels. Used for the tagline and for this manual, DIN condensed represents the lines of data and coding in a video game. It can also exemplify the fast paced thinking gamers must do, since each letter follows closely after the other.
2.5 Color Palette Incudes RGB and CMYK. This ensures that the color is consistent in any and all mediums.
DIN Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
3 SELECTED IDENTITY APPLICATIONS
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3.0 Business Stationary with and without Grids Use the following templates when doing business via LAN DIEGO. I seriously doubt that LAN DIEGO will be sending many letters... but the business card will work!
9625 BLACK MOUNTAIN RD. SAN DIEGO, CA 92126
3.2 Environmental Signage The logo should be the star of the show whenever seen in the environment. This is to help with instant recognition; eventually, viewers will know that gaming is LAN DIEGO’s way of life simply by seeing the logo.
3.2 Ephemera & Packaging Merchandise will allow gamers to show their love for the company while also spreading the company’s name and attract even more gamers to LAN DIEGO.
3.3 Other One of the biggest problems for gamers is that they cannot find a ride to LAN DIEGO. A LAN DIEGO van service will give gamers many more opportunities to attend LAN DIEGO events. A van can be used for weekly events, while a bus can be rented for the bigger annual events.
3.4 Web: homepage The website will allow gamers to easily find out what kind of events take place at LAN DIEGO.
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4 ADDITIONAL INFORMATION
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4.0 Contact Information LAN DIEGO 9625 Black Mountain Rd. San Diego, CA 92126 landiego.com Designer contact information Percival Luke Verayo Cell: (619) 634-2116 Home: (858) 674-4775 Klashkrool@gmail.com Art 333 | Branding and Identity Programs Courtney Mayer, Professor Percival Luke Verayo 2016 Printed at Repographics Inner Pages: Stock: 32# Hammermill Text Cover: Stock: 100# Hammermill Cover Saddle-stich