Brand Manual
Contents.
The ICA Festival
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The Sub-Brand: Distinct
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Colour Scheme The purpose of this brand manual is to provide visual usage specifications when implementing and syndicating the Distinct brand to provide a consistent outcome by users. When in doubt about certain details regarding these brand guidelines, please do not hesitate to contact us via email at info@icafestival2019.com
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Typography
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Logo Clear Space
The Grid: Brutalism
Logo Correct & Incorrect Use
Photographic Style
Decorative Elements
Poster Treatment
Iconography
Social Media & Video
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The ICA Festival Brand
Mission Statement
The ICA Festival emerged three years ago as a new approach to the annual exhibition held at the MCAST’s Institute for the Creative Arts.
The ICA Festival will be working towards building a bridge between MCAST ICA and the community; this will result in a better understanding of who we are and what we do. The festival will celebrate creativity and act as a platform to showcase the student’s hard work and collaboration with relevant stakeholders in the industry.
By changing the tone of voice and turning the exhibition into a creative arts festival, our end-goal is to increase brand perception and create an event that builds hype and anticipation for years to come.
Distinct / Brand Manual / The ICA Festival Brand
It All Starts Here
Rotot
Distinct
The Sub-Brand: Distinct Festival Theme
Brand Inspiration
The 2019 edition of the ICA Festival presents Distinct. Distinct is a reference to the varied skill-sets that students attending their respective courses, and through various apprenticeships and work experiences, have developed.
Since the festival theme puts focus on each student’s individuality, the inspiration for the logo icon was derived from a fingerprint. Besides the visual representation of a fingerprint, the logo icon also features a monogram of various letterforms from the brand name itself within this same composition.
These acquired skillsets combined with each student’s personality result in individual differences and diversity that are critical to any organisation’s success in today’s competitive world.
Distinct / Brand Manual / The Sub-Brand: Distinct
Colour Scheme Distinct’s core palette consists of four main solid and significant colours: yellow, pink, blue and white. The pink and white hues are the primary colour expression for the brand identity whilst the yellow and blue hues represent the secondary colour palette.
Distinct / Brand Manual / Colour Scheme
The colour scheme conveys boldness and vibrance, a colour combination which has been trending for years and will continue to do so this year. This daring and eye-catching colour palette was created to complement the overall design style being utilised for this year’s ICA Festival - Brutalism.
CMYK
C:0% M:22% Y:84% K:0%
RGB
R:255 G:200 B:68
Secondary
Pantone
HEX
Pantone
CMYK
C:0% M:85% Y:0% K:0%
RGB
Primary
#ffc844
R:238 G:79 B:156
HEX
Pantone
CMYK
C:99% M:93% Y:0% K:0%
RGB
R:42 G:60 B:152
Secondary
#ee4f9c
HEX
Pantone
CMYK
C:0% M:0% Y:0% K:0%
RGB
R:255 G:255 B:255
HEX
#ffffff
Primary
#2a3c98
Typography Distinct’s primary typeface is Apercu, though only two font weights from the Apercu font family are utilised throughout the brand, these being bold and regular. Apercu is a simple, modern yet expressive typeface. It was developed by blending various mid-19th century classic-realist typefaces, including Johnston, Gill Sans, Neuzeit and Franklin Gothic.
Distinct / Brand Manual / Typography
The two previously mentioned font weights of Apercu must be used for all Distinct’s marketing collateral including both print and online communication. Typography is one of the key features of the Distinct identity and when used correctly and consistently allows the brand to be conveyed in a simple yet effective manner.
percu
Apercu / Bold
A B C DE F GHI JKL MN OP QR S T U V W X Y Z ab c defg hijklmnop q r st u v w x y z 01234 56789 . , ; : ’ ” / ( ?&@ # ) \
Apercu / Regular
A B C DEF G HI JKL MN OP QRS T U V W X Y Z ab c defghijklmno p q rstuv w x y z 0123456789 . , ; : ’ ” / ( ?& @ # )\
Type in Use: Editorial Use the following as a guide to know how various type and body copy must be set in an editorial layout. Complying with these guidelines will ensure a consistent style throughout all publication material related to the Distinct brand. The following page-spread portrays a visual overview of these type-settings in play accompanied by the appropriate colour variations.
Distinct / Brand Manual / Type in Use: Editorial
Editorial
percu
Headers Apercu / Bold
60-100pt
Leading
70-80pt
Tracking
0
Underline Thickness
6pt
Sub-headers Apercu / Bold
12-24pt
Leading
17-30pt
Tracking
20
Alignment
Left
Captions Apercu / Bold
9pt
Tracking
50
Body Copy Apercu / Regular
8-12pt
Leading
10-17pt
Tracking
20
Alignment
Left & Unjustified
This is a Header This is a sub-header
The space between the header and the underline is 3mm. The space between the underline and the header underneath it is 5mm. Here, the stroke weight of each underline is 6pt.
This is an alternative sub-header Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley
Distinct / Brand Manual / Type in Use: Editorial
Caption this
Caption this
of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.
Outlined text is utilized mainly for number figures such as dates and page numbers.The stroke weight here is 1.4pt.
This is an alternative sub-header Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley
Caption this
This is a sub-header
Caption this
This is a Header
of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.
Type in Use: Poster Use the following as a guide to know how various type must be set in a poster layout. Complying with these guidelines will ensure a consistent style throughout all communicative poster material related to the Distinct brand. The following page-spread portrays a visual overview of these type-settings in play accompanied by a few appropriate colour variations.
Distinct / Brand Manual / Type in Use: Poster
Apercu / Bold
150-330pt
Leading
152-332pt
Tracking
0
Stroke Weight
3pt
Sub-header One Apercu / Bold
60-70pt
Leading
70-80pt
Tracking
100
Underline Thickness
6pt
Sub-header Two / Lists Apercu / Bold
21pt
Leading
36pt
Tracking
50
Dates Apercu / Bold
60-70pt
Leading
68-78pt
Tracking
100
Stroke Weight
2pt
Body Copy Apercu / Regular
12-14pt
Leading
19-21pt
Tracking
200
Alignment
Left & Unjustified
Poster
Header One
One Header One can be utilized in two ways: Either with the first word using a stroke and placed horizontally, together with the second word, utilizing a fill, which is placed vertically near the first word, or All the header text (stroke and fill) is placed vertically and slightly hangs out of the left side of the poster frame.
Distinct / Brand Manual / Type in Use: Poster
Sub-h e a der One.
The space between the header and the underline is 3mm. The space between the underline and the header underneath it is 5mm.
or. it. could. be. used. to. represent. a. list.
Body Copy will always be ver tically place d.
The space between each text box is 3mm.
Dates will always utilize a stroked type. Here, the stroke weight is 2pt.
Refer to pages 42-46 to view these type-settings in various poster compositions.
Addresses, contac t numbers, emails, websites, or additional information will utilize this t ype-setting.
This. is. either. Sub-header. Two.
Logo Clear Space To ensure the impact and integrity of the logo, a certain amount of white space should be maintained on all sides of the logo. This white space insulates the logo from competing with any visual elements such as other logos, photography, illustrations and also text.
Distinct / Brand Manual / Logo Clear Space
The minimal clear space for the Distinct logo is defined from the height of the “d” from the “distinct” font type, weight and size present in the brand’s logo name. This minimum space should be maintained when the logo is proportionally enlarged or reduced in size.
Logo Correct Use The Distinct logo must always be utilised and applied to any material in conformity to the guidelines shown here. Both primary and secondary logo designs are represented in either pink or blue and reversed accordingly. For legibility, the secondary logo variation, which is used primarily for small print, cannot be reduced to a size smaller than 15mm wide.
Distinct / Brand Manual / Logo Correct Use
Although the primary colour version of the Distinct logo is always preferred, there may be instances that dictate the use of the additional solid colours from the colour palette. The following page-spread portrays the appropriate colour variations when employing the Distinct logo.
Primary Logo Variations
Secondary Logo Variations
Distinct / Brand Manual / Logo Correct Use
Logo Incorrect Use The Distinct logo has been specially designed as a unifying composition and to maintain consistency throughout the visual identity, it is essential that the logo is never altered in any way. Here are a few examples of what NOT TO DO to the logo design.
Distinct / Brand Manual / Logo Incorrect Use
The following page-spread also portrays the colour variations one SHOULD NOT apply when utilising the Distinct logo.
DO NOT remove elements from the logo.
DO NOT add elements to the logo.
DO NOT distort the logo.
DO NOT flip the logo.
DO NOT add an outer glow or drop shadow to the logo.
DO NOT reflect the logo.
Distinct / Brand Manual / Logo Incorrect Use
Decorative Elements Distinct’s logo icon can be used as a decorative element where necessary. This enhances the overall look of the brand while keeping in line with the Brutalist design style chosen for this year’s theme. This decorative element can be utilised in two ways: Decorative element 1 By using the appropriate design, this decorative element can be blown up in size to fill up an entire area, resulting in a patterned effect. Distinct / Brand Manual / Decorative Elements
Decorative element 2 By using the logo icon, this decorative element can be scaled up slightly to embellish any white space present in a design. The following page-spread portrays the appropriate colour variations for each decorative element.
Decorative Element 2
Decorative Element 1
Decorative Element 1
Decorative Element 2
Iconography The main purpose of the iconography on the right page, is to identify each participating department. Whilst these distinguishing elements are being represented as icons, they can also be scaled up to imitate the second decorative element.
Distinct / Brand Manual / Iconography
Fine Art
Graphic Design
Photography
Journalism
Fashion & Retail
Interactive Media
Performing Arts
Cultural Heritage
Spatial & Product Design
Creative Media Production
Game Art & Visual Design
The Grid: Brutalism The design style adopted for this year’s festival theme is semi-Brutalist, as it was interpreted in such a way which falls in line with the Distinct brand rationale, that is to showcase individuality through each student’s expertise. Brutalism in graphic design is a style that intentionally attempts to look raw, haphazard, or stark giving designers freedom to do what they want rather than what they should.
Distinct / Brand Manual / The Grid: Brutalism
Just as brutalist design tends to break the rules of a grid to explore and create beautifully unexpected juxtapositions of different graphic elements, each student, throughout their course of study tends to break the rules through experimentation processes to identify their diverse artistries. Therefore, a modular grid was accordingly developed because it would allow the brand to be represented through versatile compositions.
/ Columns: 8
/ Gutters: 4mm
/ Rows: 10
/ Margins: 12.7mm
Photographic Style Photography will feature throughout the brand for one sole purpose: to showcase students’ work across various print and web promotional material. In order to provoke a sense of curiosity from the audience, the photographic expression being used will be close-up photography.
Distinct / Brand Manual / Photographic Style
With the utilisation of a specialised camera lens, shallow depth-of-field is present to better focus on a portion of an artwork as well as to create a soft out-of-focus foreground and background around the subject.
Cultural Heritage
Fine Arts Distinct / Brand Manual / Photographic Style
Spatial & Product Design
Graphic Design
Poster Treatment This is a guide for the layout of three poster designs for the 2019 edition of the ICA Festival: generic, fundraising and events. All poster designs should always utilise a portrait setting, and the previously mentioned typography guidelines should always apply.
Distinct / Brand Manual / Poster Treatment
The generic posters will solely consist of typographic elements and will promote the main festival event. The other two poster layouts will focus on promoting fundraiser events and events happening during festival launch week, therefore typography as well as imagery will be present.
Generic
Fundraiser Template Distinct / Brand Manual / Poster Treatment
Event Template
Social Media: Fb
In this section you will find social media guidelines for Facebook. This page-spread portrays the various sizes to work with.
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Cover Image
Size: W1640 x H720px Format: JPG or PNG
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Cover Video
Size: W 1640 x 924px Duration: between 20-90secs Format: MP4
Distinct / Brand Manual / Social Media: Fb
Kindly make sure to work with a resolution of 150ppi for all static artworks.
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Image Post
Size: W1200 x H1200px Format: JPG or PNG
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Video Post Size: W1280 x H1280px Max. file size: 4GB Max. duration: 120mins Format: MP4
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Story Image
Size: W1080 x H1920px Format: PNG
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Story Video
Size: W1080 x H1920px Max. file size: 4GB Max. duration: 15secs Format: MP4
Fb Media Grids / Columns: 12 Rows: 5
/ Columns: 12 Rows: 6
Distinct / Brand Manual / Fb Media Grids
As utilized for print, a modular grid will also be used for web. No matter the dimensions the gutters will always be 30px and the margins will always be 80px.
/ Columns: 8 Rows: 7
/ Columns: 9 Rows: 8
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Columns: 8 Rows: 12
Columns: 8 Rows: 12
Fb Templates
The page-spread portrays static templates which should be followed when creating Fb media. Like the material for print, colour variations remain the same: blue is for fundraisers, yellow is for events, and pink is for generic posts.
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Typographic Filler Posts x 3
Distinct / Brand Manual / Fb Templates
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Fundraiser Event Post
Fundraiser Announcement Post
Festival Event Post
Generic Feast Day Post
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Distinct / Brand Manual / Fb Templates
The page-spread portrays video templates which should be followed when creating Fb media.
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Social Media: IG
In this section you will find social media guidelines for Instagram. This page-spread portrays the various sizes to work with.
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Image Post
Size: W1080 x H1080px Format: JPG or PNG Export with max. resolution
Distinct / Brand Manual / Social Media: IG
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Video Post
Size: W1080 x H1080px Duration: between 3-60secs Format: MP4
Kindly make sure to work with a resolution of 150ppi for all static artworks.
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Story Image
Size: W1080 x H1920px Format: PNG
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Story Video
Size: W1080 x H1920px Max. file size: 4GB Max. duration: 15secs Format: MP4
IG Media Grids /
As utilized for print, a modular grid will also be used for web. No matter the dimensions the gutters will always be 30px and the margins will always be 80px.
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Columns: 7 Rows: 8
Distinct / Brand Manual / IG Media Grids
Columns: 7 Rows: 8
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Columns: 8 Rows: 12
Columns: 8 Rows: 12
IG Templates /
Fundraiser Event Stories
Distinct / Brand Manual / IG Templates
The page on the right portrays the pattern the Instagram profile will be following towards and throughout the ICA Festival. The artwork below portrays various stories uploaded prior and after a fundraiser event.
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Type in Use: Social Media Use the following as a guide to know how various type and body copy must be set in social media layouts. Complying with these guidelines will ensure a consistent style throughout all social media material related to the Distinct brand.
Distinct / Brand Manual / Type in Use: Social Media
Header One Apercu / Bold
140-450pt
Leading
142-452pt
Tracking
0
Stroke Weight
4-6pt
Sub-header One Apercu / Bold
60-120pt
Leading
63-123pt
Tracking
100
Underline Thickness
8px
Sub-header Two / Lists Apercu / Bold
45-100pt
Leading
100-155pt
Tracking
50
Dates Apercu / Bold
85-150pt
Leading
94-164pt
Tracking
100
Stroke Weight
4-6px
Body Copy Apercu / Regular
40pt
Leading
60pt
Tracking
100
Alignment
Left & Unjustified
Video Clips In this section you will find guidelines as to how any logos will be visibly placed in any outro of a film/video clip that is produced in conjunction with the Distinct brand. If a maximum of four logos are present then they will all appear on one line near eachother (top image). If more than four logos are present then they will have to appear on two lines (bottom image).
Distinct / Brand Manual / Video Clips
Video Clip dimensions: W 1920 x H 1080 px It is important to always leave 191px from the left and right sides clear of graphic content, as well as 110px from the top and bottom. In this way all graphic content will be visible in the safe area of the video frame.
info @ i c a fe st i val2019. c om
i c a fe st ival2019. c om