GR 604: Rolling Stone - Book 03: The Visual Standards Guide (Student Project)

03 Visual Standards Guide

Hsin Yu (Doris) Lin GR604 Nature of Identity Fall 2019

Visual Standards Guide This Guide shows the application of visual design and brand development the logo. This book gives more information to the audience understanding what Rolling Stone is involved with and specific brand details.

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Rolling Stone | Visual Standards Guide

Table of contents

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Logo Standards

Visual System

Final Logo Logo Anatomy + Clear Space Alternate versions of the logo Logo Size Chart Logo Don'ts

Typographic Standards Main Logo / Brand Colors Business System

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03 Future Prospect Brand Extensions Brand Chart

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Rolling Stone | Visual Standards Guide

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01 Logo Standards Final Logo Logo Anatomy Clear Space Alternate versions of the logo Logo Size Chart Logo Don'ts

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Rolling Stone | Visual Standards Guide

New Logo

The new logo of Rolling Stone conbines geometric RS letter and triangle that uses sharp lines which can represent powerful and action feeling to audience. Through our logo we can introduce to people understanding of our stories and content.

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Symbol

Signature

Wordmark

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Rolling Stone | Visual Standards Guide

Logo Anatomy

The new logo of Rolling Stone conbines geometric RS letter and triangle that uses sharp lines which can represent powerful and action feeling to audience. Through our logo we can introduce to people understanding of our stories and content.

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2X

2X

2X

2X

2X

2X 2X 2X 2X

3/4X

4X

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Rolling Stone | Visual Standards Guide

Clear Space

Clear space is the the area immediately surrounding the logo which is specifically designated to be free of any text or graphics. Clear space is to ensure that a logo maximizes visibility and impact.

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2X

2X 3/4X

X

1/2X

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Rolling Stone | Visual Standards Guide

Altemate Versions Of The Logo

The new logo has different alternative versions applied in different environments. I provide different options and varieties with the new logo.

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Signature 01 Symbol only

Signature 02 Wordmark

Signature 03 Primary Version

Signature 04 Horizontal Version

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Rolling Stone | Visual Standards Guide

Size Chart

The standard size of a logo has a height of 1 inch and the limit of what the minimum sizes should be to ensure it's both legible and recognizable.

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Logo version:

Version A

Version B

Version C

Version D

1 inch & above (Height)

0.5-1 inch (Height)

0.25-0.5 inch (Height)

0.25 inch (Height)

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Rolling Stone | Visual Standards Guide

Logo Don'ts

Logos are a visual representation of the brand. It's very important to use correctly. This list shows an example of incorrect use of logo.

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Do not rotate the logo

Do not outline the logo

Do not put wordmark incorrecly

Do not use incorrect colors

Do not distort the logo

Do not flipped, reversed the logo

Do not use drop shadows

Do not change individually colors

Do not use gredient

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Rolling Stone | Visual Standards Guide

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02 Visual System Typographic Standards Main Logo / Brand Colors Approved System Colors Business System

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Rolling Stone | Visual Standards Guide

Typographic Standards

For typograpy, I used condensed typeface because it's relative to my logo and I want to show sharp, powerful feelings.

Condensed typeface features characters with narrow widths but it also refers to fonts with taller character designs as well.

The typeface matches more with my logo.

Bebas Neue is a sans serif font family based on the original Bebas Neue free font by Ryoichi Tsunekawa. It has grown in popularity and become something like the “Helvetica of the free fonts�. The new weights stay true to the style and grace of Bebas with the familiar clean lines, elegant shapes, a blend of technical straightforwardness and simple warmth which make it uniformly proper for web, print, commerce and art.

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Bebas Neue (OTF) Thin

ABCDEFGHIJKLMNOPQrstuvwxyz 0123456789 Bebas Neue (OTF) Regular

ABCDEFGHIJKLMNOPQrstuvwxyz 0123456789 Bebas Neue (OTF) Bold

ABCDEFGHIJKLMNOPQrstuvwxyz 0123456789

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Rolling Stone | Visual Standards Guide

Brand Colors

The brand color mainly uses red, black, and white colors. These three colors can represent energy, strength and power. It can catch people eyes and make feel people trust and positivity.

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RGB 195 | 15 | 35 CMYK 15| 100 | 90 | 10 HEX c30d23

RGB 200| 200 | 200

RGB 255 | 255 | 255

RGB 0| 0 |0

CMYK 0 |0 | 0 | 0

CMYK 100| 100 | 100

HEX ffffff

HEX 000000

RGB 230| 231 | 232

CMYK 0| 0 | 0 | 30

CMYK 0| 023| 0 | 10

HEX c9caca

HEX ffffff

Rolling Stone | Visual Standards Guide

Business System

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03 Future Prospect Brand Extensions Brand Chart

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Rolling Stone | Visual Standards Guide

Brand Extensions

Events

Products P1.

Rolling it

Ev1.

Powelful Talks

P2.

Rolling Stone channel

Ev2.

Movie festival sponsorships

P3.

Boom!

Ev3.

Rolling stone exhibition

P4.

Talk together

Ev4.

Magazine cover competition

P5.

Skateboard sticker

Ev5.

Sports Sponsor

Co-branding

Services S1.

Activist volunteer group

C1.

Youtuber Vlog

S2.

Protest support

C2.

Rolling the world

S3.

Vote Q & A

C3.

Clothing Collaboration

S4.

Rolling Stone Station

Enviroments E1.

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Meet up space

C2 P3

P1

C1 S1

S2

S3

Ev5

S4

C3 S5

Exposing

E1 P6

Ev2

P2 Ev4

Influencing

Ev1 P4 Ev3

Revolutionizing the world

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Rolling Stone | Visual Standards Guide

Brand Extensions

Products

P1. Rolling It

P2. Rolling Stone Channel

Introduction: Show audience news information or other different categorize.

Introduction: Provide the audience with short videos to watch and the audience can leave their comments.

Description: Rolling Stone creates its own social media to present to people. Social media provides audiences with diverse information and articles that give people the latest news and reports.

Description: Rolling Stone channel will update several videos every day and report current affairs to audience, but use simple ways like motion graphics to present it and allow others to share idea and opinion.

Mission-focus: Rolling it reinforces our mission of exposing truths and supporting the people revolutionizing the world by providing audiences reliable information and data through reports from official resources and professional media which are available through new and current platforms.

Mission-focus: Rolling Stone Channel reinforces our mission of exposing truths and supporting the people revolutionizing the world by posting current affairs and providing easy and quick ways to know official information and which can change their critical thinking.

Similar to: Instagram, Facebook, Twitter.

Different than: The Rolling Stone has more authority and credible information unlike like other social media, our information is believable.

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Similar to: Youtube, Vimeo, Facebook.

Different than: Most channels are filled with too much unnecessary information, sometimes we don’t know if it’s true, fake or important. Rolling Stone will use more simple ways to present their content and make it easier for the audience to get the point.

P3. Boom!

P5. Talk Together

Introduction: A zine issue gives the audience attention about issues, culture, affairs and different themes.

Introduction: An app to give people who can discuss current affairs and social news aggregation.

Description: Every month this zine just focuses on one main issue, like affairs, political or what's popular to publish which will give the audience the latest information.

Description: This is a platform to give people who want to post and share their opinion. It provides different discussion boards to let others exchange and discuss ideas and be inspired to make action.

Mission-focus: Boom reinforces our mission of exposing truths and supporting the people revolutionizing the world by bringing them comprehensive topics and issues published for people through our in-depth research and reports. It will let people know what is going on in the world, which can make people take action in regard to specific issues.

Mission-focus: Talk together reinforces our mission of exposing truths and supporting people revolutionizing the world by making people put out their own ideas and perspectives. The messages which are able to be seen will spark conversations publically, like a board can influence others to do the same.

Similar to: Zine Magazine, Punk Magazine, Slash Magazine.

Similar to: Reddit, Yahoo, Quora.

Different than: Every magazine has different themes, but Rolling Stone focuses on one topic in each issue and brings comprehensive content to people. Every month they focus on one issue/small release that provides more detail content to the audience.

Differentiators: Talk together is not a platform for posting messages, but a place to interact with everyone.

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Rolling Stone | Visual Standards Guide

P6. Skateboards Stickers Introduction: Stickers expose their minds to the brand.

Description: Represent our mission that will help other people understand our purpose through our graphics and introduce people easily into our stories and content.

Mission-focus: Skateboards Stickers reinforces our mission of exposing truths and supporting the people revolutionizing the world by using graphics and contents to attract people's attention to current affairs which can help people understand the stories and content and might promote doing something for the world.

Similar to: Supreme, Vans, Zumiez Differentiators: Sticker isn’t just a simple sticker, it represents a culture, voice and attitude, and let people know that each sticker has its value behind it.

Link to People take the stickers maybe it’ll create interest in the brand's social media and channel.

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Rolling Stone | Visual Standards Guide

Services

S1. Activist Volunteer Group

S2. Protest Support

Introduction: Provide audience different organization’s activity and through Rolling Stone to consulting and participation.

Introduction: Assist in the planned integration of the protests and give participant care and support.

Description: The Activist volunteer group will help people organize information and give the resource for them.

Description: The Rolling Stone will set an issue like current and social affairs that do their best to help people spread voice.

Mission-focus: Activist volunteer group reinforces our mission of exposing truths and supporting the people revolutionizing the world by providing the audience with different organization’s activities and letting people know about their latest activity then people can participate.

It also giving the best resour-ces to support these organizations.

Mission-focus: Protest support rreinforces our mission of exposing truths and supporting the people revolutionizing the world by helping these organizations plan and assisting the execution of the protest that helping people spread their voice and take action to revolution the world.

Similar to: VolunteerMatch, Taproot Foundation Different than: Volunteer groups focus on helping people to fight for their benefit and pass on important information to the public.

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Similar to: Move On, Black Lives Matter Different than: Protest support is helping people develop the protest process that make people will more care about social affairs and wake up their consciousness.

S3. Vote Q&A

S4. Rolling Stone Radio Station

Introduction: Provide information on voting for younger generations, like what should they do. Make the guide for them.

Introduction: A station provides people information.

Description: Serve vote information for younger generations, and to give support who lack of information. Arouse the importance of young people to politics.

Mission-focus: Vote Q&A rreinforces our mission of exposing truths and supporting the people revolutionizing the world by offering voting information and resources to help younger generations learn about politics and vote to change the world.

Similar to: U.S. Vote Foundation, Rock the Vote, Vote.org Different than: Rolling Stone uses their greatest resources to help younger generations and provide the most complete information and sponsorship that make them care about politics.

Description: Create their own radio station and give people exclusive, fast and original coverage. We will carry messages through mediums like social media, events, etc. to support people. The brand will show we expose truths and highlight current affairs.

Mission-focus: Rolling Stone Radio Station will rreinforces our mission of exposing truths and supporting the people revolutionizing the world by giving people exclusive, fast and original coverage tha lets people receive messages anywhere, and also carries messages that people want to convey through mediums to support other people and make them have different perspectives on the world.

Similar to: Hot 97, i-heart radio, Sound Cloud Different than: Other stations may have different categories at each time, but the Rolling Stones Station are sorted into categories and provide a variety of messages to the audience, and instant sync tracking messages.

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Rolling Stone | Visual Standards Guide

Event

Ev1. Powerful Talks

Ev2. Movie Festival Sponsorships

Introduction: Invite the influential person to share their stories or experiences, and make the audience know their stories and process.

Introduction: Provide movie festival sponsorship through their promotion awareness.

Description: Powerful Talks give a stage for speaker can share their experiences and story that can influences people.

Mission-focus: Powerful talks reinforces our mission of exposing truths and supporting the people revolutionizing the world by giving a stage for speakers to share their experiences and stories. Through speaker conversation, it will influence people’s critical thinking.

Similar to: Ted talks, Here's the Thing, Love and Radio.

Different than: Powerful Talks wants to use the speaker’s point to change the world and also want to give people inspiring about them.

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Description: Give movie festival sponsorship, like support actor and director and increase their exposure. Report and have deeper interview them through the rolling stone.

Mission-focus: Movie festival sponsorships reinforces our mission of exposing truths and supporting the people revolutionizing the world by supporting actors and directors to increase exposure and through our media to report their interviews, which makes people see different perspectives or ideas about the movie concepts.

Similar to: International Film Festival, Cannes Film Festival, Venice Film Festival.

Different than: It's not just like other entertainment media, Rolling Stone will present in-depth interviews and reports to everyone. Rolling Stone different from other sponsors that will give great value and propose for the company.

EV3. Rolling Stone Exhibition

EV4. Magazine Cover Competition

Introduction: An exhibition shows people’s historical background and core values of Rolling Stone.

Introduction: Designed influential cover for Rolling Stone.

Description: Introduce the historical background and core values of Rolling Stone magazine to the audience and present stories that have been published in magazines over the years.

Mission-focus: Rolling stone exhibition reinforces our mission of exposing truths and supporting the people revolutionizing the world by introducing the historical background and core values of Rolling Stone by gathering the audience to notice major events that happened over the years and how Rolling Stone conveys the truth to everyone.

Similar to: Exhibition magazine, VOXX exhibits.

Different than: This exhibition focuses on Rolling Stone itself and the history of Rolling Stone floods the exhibition and hopes to present wonderful content to the audience.

Description: This competition gives people chance to design covers and make a better idea and different solutions for the brand.

Mission-focus: The magazine cover competition reinforces our mission of exposing truths and supporting the people revolutionizing the world by by giving people the opportunity to express their ideas and give input towards revolutionary designs for the world, and select winning designs.

Similar to: Art & Beyond Publications, Jetset Magazine, National Geographic.

Different than: Through this cover competition people can use their creativity to design interesting and valuable covers. The competition gives people the opportunity to express their idea.

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Rolling Stone | Visual Standards Guide

EV5. Sports Sponsor Introduction: Support athletes and sponsor their activities.

Description: Host and support sports events for the purpose of bringing peoples’ attention to the brand.

Mission-focus: Sports Sponsor reinforces our mission of exposing truths and supporting the people revolutionizing the world by hosting sports events and sports activities that can be broadcasted and reported to bring audiences’ attention to Rolling Stone.

Similar to: Redbull, Monster Energy, Skechers, Nike Different than: A lot of brands (i.e.redbull, Monster) sponsor sports and sub-cultures, but many do not (i.e. Volcom).

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Co-branding

C1. Youtuber Vlog Introduction: Invite Youtuber cooperation and gain harder to reach audiences.

Description: YouTubers invites public figures for video shoots, policy discussion, issues, pop culture and to generally attract viewers.

Mission-focus: Youtuber Vlogs reinforce our mission of exposing truths and supporting the people by working with YouTubers and public figures to shoot videos. Public figures can provide official information and data so that the audience can interact with other viewers, potentially on other platforms. The ideal goal is to is to create awareness within the community enough for there can be action made.

Similar to: Ellen show, The Wendy Williams Show.

Differentiators: It can give you a more realistic view of the opinions and ideas of the public figures themselves. Use YouTuber’s influence to bring more discussion to people.

C2. Rolling the World Introduction: A benefit concert for supporting people what they need.

Description: Hold a concert. Invite musicians and bands to perform and the money for the performance will be donated to non-profit organizations.

Mission-focus: Rolling the world reinforces our mission of exposing truths and supporting the people revolutionizing the world by holding a benefit concert and inviting musicians/ bands to perform to help people of the world in need.

Money will be donated to those non-profit organizations.

Similar to: The Secret Policeman’s Ball, Rock Against Racism Carnival.

Different than: Not only for entertainment, but this concert will also raise money and be donated to help those in need and influencing people through music and make a contribution to those who need help.

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Rolling Stone | Visual Standards Guide

C3. Clothing Collaboration Introduction: Collaborate with clothing brands.

Description: Work with clothing brands to show current and important topics through their designs and create interest for people to look into the news or subject.

In addition,the money to sell clothes will be donated to non-profit organizations.

Mission-focus: Clothing Collaboration reinforces our mission of exposing truths and supporting the people revolutionizing the world by working with clothing brands to not just create interest but awareness of important issues or topics.

Revenue proceeds would be donated to those important issues and subject.

Similar to: Obey, Uniqlo, American Eagle Different than: Show what happens when two different brands work together.

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Environments:

E1: Meet up Space Introduction: Provide a space to connect people.

Description: Provide a space and have different themes every month that make audience can share their experience or discuss together that to connect people.

Mission-focus: The Meetup space reinforces our mission of exposing truths and supporting the people revolutionizing the world by offering a venue where people discuss different topics like current affairs and connect face to face to work out solutions to urgent problems.

Similar to: Meet up, The Meet Group.

Different than: Meet up space give people public space discussion topic and also provide private space for people who want to hold a lecture or event.

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Rolling Stone | Visual Standards Guide

Event: EV3.

Rolling stone Exhibition

An exhibition shows people’s historical background and core values of Rolling Stone.

Introduce the historical background and core values of Rolling Stone magazine to the audience and present stories that have been published in magazines over the years.

Rolling stone exhibition reinforces our mission of exposing truths and supporting the people revolutionizing the world by introducing the historical background and core values of Rolling Stone by gathering the audience to notice major events that happened over the years and how Rolling Stone conveys the truth to everyone.

Similar to: Exhibition magazine, VOXX exhibits.

Different than: This exhibition focuses on Rolling Stone itself and the history of Rolling Stone floods the exhibition and hopes to present wonderful content to the audience.

People watching Rolling Stone's photos and taking video.

People looking documentary video.

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People enjoying on Rolling Stone Exhibition.

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Rolling Stone | Visual Standards Guide

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Visual Standards Guide

Rolling Stone

Enviroments: E1

Meet up Space

Provide a space to connect people.

Provide a space and have different themes every month that make audience can share their experience or discuss together that to connect people.

The Meetup space reinforces our mission of exposing truths and supporting the people revolutionizing the world by offering a venue where people discuss different topics like current affairs and connect face to face to work out solutions to urgent problems.

Similar to: Meet up, The Meet Group.

Different than: Meet up space give people public space discussion topic and also provide private space for people who want to hold a lecture or event.

This space is for everyone to connect and interact.

People disscuss together and have a good conversation. It make people have interactive in the real world.

People talking happily in Meet up Space.

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Rolling Stone | Visual Standards Guide

Serives: S1

Protest Support

Assist in the planned integration of the protests and give participant care and support.

The Rolling Stone will set an issue like current and social affairs that do their best to help people spread voice.

Protest support rreinforces our mission of exposing truths and supporting the people revolutionizing the world by helping these organizations plan and assisting the execution of the protest that helping people spread their voice and take action to revolution the world.

Similar to: Move On, Black Lives Matter Different than: Protest support is helping people develop the protest process that make people will more care about social affairs and wake up their consciousness.

People actively involved in the activities.

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The staff is helping the protest participants to draw up the plan.

People actively involved in the activities.

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Rolling Stone | Visual Standards Guide

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Visual Standards Guide

Rolling Stone

Product:P4

Boom!

A zine issue gives the audience attention about issues, culture, affairs and different themes.

Every month this zine just focuses on one main issue, like affairs, political or what's popular to publish which will give the audience the latest information.

Boom reinforces our mission of exposing truths and supporting the people revolutionizing the world by bringing them comprehensive topics and issues published for people through our in-depth research and reports. It will let people know what is going on in the world, which can make people take action in regard to specific issues.

Similar to: Zine Magazine, Punk Magazine, Slash Magazine.

Different than: Every magazine has different themes, but Rolling Stone focuses on one topic in each issue and brings comprehensive content to people. Every month they focus on one issue/ small release that provides more detail content to the audience.

Boom gives the audience attention about issues, culture, affairs and different themes.

People read the Boom! in a bookstore.

Boom magazine can be buy at every bookstores.

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Rolling Stone | Visual Standards Guide

Co-branding :C2

Rolling the world

A benefit concert for supporting people what they need.

Hold a concert. Invite musicians and bands to perform and the money for the performance will be donated to non-profit organizations.

Rolling the world reinforces our mission of exposing truths and supporting the people revolutionizing the world by holding a benefit concert and inviting musicians/bands to perform to help people of the world in need.

Money will be donated to those non-profit organizations.

Similar to: The Secret Policeman’s Ball, Rock Against Racism Carnival.

Different than: Not only for entertainment, but this concert will also raise money and be donated to help those in need and influencing people through music and make a contribution to those who need help.

Rolling the world benefit concert.

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Rolling Stone | Visual Standards Guide

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The band is performing, and musical instruments are sponsored by Rolling Stone.

People are enjoying the concert.

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Rolling Stone | Visual Standards Guide

Event:E1

Powerful Talks

Invite the influential person to share their stories or experiences, and make the audience know their stories and process.

Powerful Talks give a stage for speaker can share their experiences and story that can influences people.

Powerful talks reinforces our mission of exposing truths and supporting the people revolutionizing the world by giving a stage for speakers to share their experiences and stories. Through speaker conversation, it will influence people’s critical thinking.

Similar to: Ted talks, Here's the Thing, Love and Radio.

Different than: Powerful Talks wants to use the speaker’s point to change the world and also want to give people inspiring about them.

The audience recorded the speaker's conversation.

Speaker share his experience or story to audience.

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Speaker share his experience or story to audience.

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Rolling Stone | Visual Standards Guide

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Visual Standards Guide

Rolling Stone

Co-branding:C3

Clothing Collaboration

Collaborate with clothing brands.

Work with clothing brands to show current and important topics through their designs and create interest for people to look into the news or subject.

In addition,the money to sell clothes will be donated to non-profit organizations.

Clothing Collaboration reinforces our mission of exposing truths and supporting the people revolutionizing the world by working with clothing brands to not just create interest but awareness of important issues or topics.

Revenue proceeds would be donated to those important issues and subject.

Similar to: Obey, Uniqlo, American Eagle Different than: Show what happens when two different brands work together.

A girl wearing Rolling Stones collaboration.

Rolling Stone collaboration sold at a clothing store.

People wear Rolling Stones in collaboration with clothing brands.

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Rolling Stone | Visual Standards Guide

Serives:S3

Vote Q&A

Provide information on voting for younger generations, like what should they do. Make the guide for them.

Serve vote information for younger generations, and to give support who lack of information. Arouse the importance of young people to politics.

Vote Q&A rreinforces our mission of exposing truths and supporting the people revolutionizing the world by offering voting information and resources to help younger generations learn about politics and vote to change the world.

Similar to: U.S. Vote Foundation, Rock the Vote, Vote.org Different than: Rolling Stone uses their greatest resources to help younger generations and provide the most complete information and sponsorship that make them care about politics.

Vote Q&A guide.

Staff offering vote information and resources to helping younger generations learn about politics.

Staff checking how many preple come here today.

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Serives:S4

Rolling Stone Radio Station

A station provides people information.

Create their own radio station and give people exclusive, fast and original coverage. We will carry messages through mediums like social media, events, etc. to support people. The brand will show we expose truths and highlight current affairs.

People can listen to the Rolling Stone Radio Station while they drive

Rolling Stone Radio Station will rreinforces our mission of exposing truths and supporting the people revolu-tionizing the world by giving people exclusive, fast and original coverage tha lets people receive messages anywhere, and also carries messages that people want to convey through mediums to support other people and make them have different perspectives on the world.

Similar to: Hot 97, i-heart radio, Sound Cloud Different than: Other stations may have different categories at each time, but the Rolling Stones Station are sorted into categories and provide a variety of messages to the audience, and instant sync tracking messages.

Radio crew is broadcasting a message.

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Rolling Stone Radio.

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Rolling Stone | Visual Standards Guide

Image Source Unsplash.com Google.com

Informatio Dropbox Wikipedia.org Google.com

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Design HsinYu (Doris) Lin Class Information GR604 Nature of Identity Fall 2019 Academy of Art University Instructor Hunter Wimmer Pring&Binding Blurb.com Typefaces Source Sans Pro

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