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Maestro
BRAND GUIDELINE 2019
Brand Guide 2019
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Maestro
Brand Guide 2019
HELLO AND WELCOME Within this document are the guidelines to visual system and identity that belongs to Maestro. Created to reflects core ideas of our own product, our logo is inspired by what it means to use our product. The brand was crafted with the ability to work and feel appropriate across different verticals, while striding to be best in
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Maestro
Brand Guide 2019
SECTION 01: MAESTRO BRAND
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Maestro
Brand Guide 2019
U N D E R S TA N D I N G MAESTRO Brand Essentials
Who we are Maestro is a white label platform that allows streamers, large or small (mostly small), engage their audience and collect data so they can improve their stream. We’ve created a new role in live broadcasting, the maestro, the one who engages with the audience in real time. At its core, the platform is a robust engagement and analytics tool.
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Maestro
Brand Guide 2019
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Mission Statement:
TO BE THE LEADING D E S I G N E R A N D I N T E G R AT O R O F I N N O VAT I V E , TA I LO R E D T E C H N O LO G Y S O L U T I O N S T H AT EMPOWER PEOPLE TO PUSH THE BOUNDARIES OF W H AT I S P O S S I B L E .
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Maestro
Brand Guide 2019
BRAND GUARDRAILS Understanding the brand The guardrails below are meant to demonstrate the creative potential and flexibility of our brand personality. Across our materials, these guardrails can be used to shape our communication style and define our customers’ and partners’ experience with our brand. Early in our process we spent some time creating a set of adjectives that we wanted our audience to associate with our brand. In the months of developing our system, we used these words as guidance for our touch points, always referring to them to keep us on track.
WE ARE
WE ARE NOT
Best in Class Laidback Dynamic Analytical Current
Mysterious Basic Traditional
Trusted
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Maestro
Brand Guide 2019
CORE VALUES Brand Personality Traits
People and our reputation are our most valuable assets.
Communication is directyl proportianal to success.
Each member of the team has been hired with
The success of our company is directly correlated
uncompromising standards to uphold our values
to the effectiveness of our communication. Use
and execute on our mission. Remember that
proper channels to keep appropriate people
reputation is hard earned but easily lost; it’s up
informed whenever a professional or personal
to each and every one of us to ensure the world
situation could impact the company.
sees us the way we want to be perceived.
Teach a colleague how to fish.
Be a valued team player.
Instead of providing a quick answer, try to
Every teammate’s voice matters; diverse
educate a colleague in the subject matter so
opinions and healthy argumentation help us
they are empowered with knowledge to help
arrive at optimal solutions. Support decisions
themselves in the future. It’s usually worth
once they’ve been made by playing your part
spending a little extra effort now for greater
on the team.
long-term benefit.
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Maestro
Brand Guide 2019
CORE VALUES Brand Personality Traits
Take ownership on the creations you make.
Efficiency trough the process.
Trust is an important attribute developed
By defining and documenting processes, we create
through others being able to depend on you.
frameworks that can easily be repeated and
Take ownership over your work, be responsible
improved upon over time while also mitigating risk
for the decisions you make; admit and learn
of single points of failure. Periodically re-evaluate
from your mistakes, and generally be the team
processes using real-world examples, new
member you want others to be to you.
technologies, and changes in resources.
Build value, not features.
Focus on the MVP.
We’re a product-led company and take pride in
Finding product market fit is a constantly
constantly making Maestro better. To help us
shifting challenge. Exercise discipline to focus
prioritize ideas and stay focused on building
on the minimum viable product implementation
what matters, new features are driven by the
so that you can test your hypotheses and use
comparative value they will provide to users
data to drive iterative improvements.
and clients.
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Maestro
Brand Guide 2019
SECTION 02: VISUAL BRANDING
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Maestro
Brand Guide 2019
VISUAL TOOLKIT How to use Maestro Brand
This toolkit will show you how to use the logo, colors and typography. Our logo pulls from 3 ideas, a loop, a play icon, and an “M.� The loop represents our product, the play icon because of our heavy involvement in video and live streaming and the M ties it together. Designed to feel high quality and maintain the flexibility our brand demands. This logo works on all forms of media and platforms in the same consistency.
Logo
Color
Typography
TYPE M AT T E R S
Photography
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Maestro
Brand Guide 2019
IDENTITY SYSTEM Index of Main Elements
Core Brand Elements 1. Logo 2. Color 3. Typography 4. Core Values
Brand Expressions 4. Treatments 5. Gradients 6. Graphics 7. Imagery
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MM aa ee ss tt rr oo
Brand Guide 2019
LOGO OVERVIEW Logo designs
White
Black
The Maestro logo should work across all Reversed media. The style you choose will depend on the environment in
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Maestro
Brand Guide 2019
LOGO MEANING What is our inspiration?
Maestro logo has unique features with hidden meanings. The main idea behind the Meastro logo is, the infinity loop, letter M and a play button symbol. We designed this logo to comunicate to our clients and also to our users in the most effective way.
+ The Loop
M Letter M
+ Play Button
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Maestro
Brand Guide 2019
Examples of the gradient version
The Extended Logo Palette The palettes to the right provide an example of how color can be infused into the logo. These are only partial palettes. For complete palettes, please refer to the following Color section.
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Maestro
Brand Guide 2019
Logo Mark
Signature
Wordmark
Infinity Loop
Play Button
3 Core Segments
Letter M
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Maestro
Brand Guide 2019
MAIN LOGO Clear space and minimum size
Maximum Size - Print
Minimum Size - Web
30px 75p 50px Logo minumum size should be 50px to 30px wide when 50p
50p
75p
used on a digital platform like web or mobile.
Minimum Size - Print
In print design, the optimum logo size should be no bigger than 75 points to 50 points ( 1.5 inch to 0.7 inches ) when used on a letter head sized paper. Proportions can be adopted to other size regarding this calculation 0.625� In print, do not use the logo smaller than 0.625� wide
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Maestro
Brand Guide 2019
The Maestro logo needs adequate space to stand
1x
out with confidence and clarity. The minimum clear space is measured by 1x and 1x is equal to the letter a on the logo typeface.
Clear Space 01
Clear Space 02
x
x
x
x
x x
x x
Clear Space 04
Clear Space 03
x
x
x
x
x
x x
x
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Maestro
Brand Guide 2019
LOGO USAGE MISUSE CASES Do not use the logo
Don’t use the old logo.
Never stretch the logo.
Don’t add drop shadow.
Never use the symbol as M
Don’t just use the logotype.
Do not mirror the logo.
Do not add any effects.
Never use gradient logo with gradient background
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Maestro
Brand Guide 2019
LOGO LOCK UP Signature
Horizontal
Logo on top
Logo on the side
Signature
Horizontal
With slogan
With slogan
GO BEYOND THE BROADCAST
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Maestro
Brand Guide 2019
WORDMARK REDESIGN Brand System
maestro F37 Typefoundry - Ginger OTF
Changes that made;
Altered Version, Maestro type
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Maestro
Brand Guide 2019
BRAND COLORS Brand Essentials
Fundementals of a color system Our color palette is designed to breathe life into our visual system when necessary, it comes in 2 parts: The neutral palette and the accent colors. Because our identity must feel appropriate across multiple verticals, our accent colors are selected to reflect a variety of moods and applications. When designing Maestro materials that are for any particular application, stick to our neutral palette. Why gradients: gradients are dynamic, they demonstrate motion, a core idea in our identity.
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Maestro
Brand Guide 2019
NEUTRAL COLORS Primary color palette
The neutral palette has been created to bring balance to the expressive nature of the primary palette. The variation of grays can be combined with any one of the primary colors to create a fitting balance.
HEX #201E2F
HEX #232226
HEX #383740
HEX #5D5D65
HEX #8D919C
HEX #D7D5E2
HEX #ECEBF0
RGB 30 30 50
RGB 35 35 35
RGB 55 55 65
RGB 90 90 100
RGB 140 145 155
RGB 215 215 225
RGB 235 235 240
CMYK 90 80 50 60
CMYK 75 75 60 70
CMYK 70 70 55 50
CMYK 65 60 45 20
CMYK 50 40 30 0
CMYK 15 15 5 0
CMYK 5 5 0 0
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Maestro
Brand Guide 2019
ACCENT COLORS Main color palette
Maestro Purple
Maestro Pink
Maestro Blue
Maestro Orange
Maestro Green
HEX #201E2F
HEX #DE1F73
HEX #376EAF
HEX #EB8C23
HEX #5AAF46
RGB 30 30 50
RGB 220 130 115
RGB 55 110 75
RGB 235 140 35
RGB 90 175 70
CMYK 90 80 50 60
CMYK 10 100 25 0
CMYK 85 55 5 0
CMYK 5 55 100 0
CMYK 70 10 100 0
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Maestro
Brand Guide 2019
ACCENT GRADIENTS Brand Essentials
Intensify your color with dimension We’ve taken the same shared, systematic approach to color and extended it to the creation of gradients. Gradients emphasize energy, depth, and vibrancy. Used in conjunction with the Maestro colorsystem, the gradients we’ve supplied here can add dimension in almost any application By choosing wisely from duotone or tritone treatments, you can create a range of expressions — from calm to energetic — simply by increasing the intensity of the gradient. All gradients also belong to specific categories.
Tritone Gradient Tritone Gradient 25
Tritone Gradient Tritone Gradient Maestro
Brand Guide 2019
WILD & ACTIVE,EXOTIC
TECHNICAL & INTELLIGENT, TRUSTED
Tritone Gradient
Duotone Gradient
WARM & POSITIVE, SAFE
N AT U R A L & C A L M , H E A LT H
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Maestro
Brand Guide 2019
BUILDING GRADIENTS Breaking the colors
Picking colors, building gradients These are the 4 gradient types we always want to use and keep the same in every communication for the Maestro brand.
Wild, Active, Exotic
Warm, Positive, Safe
Technical, Trusted
Nature, Calm, Health
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Maestro
Brand Guide 2019
PA I R I N G COLORS Brand Essentials
Color Usage When to use accent colors
Which accent color to use
Use an accent color when maestro needs to
Check the list of associated words with each
fit into a specific look and feel similar to the
color to help you pick which one to use.
brands in that space. Only pair 1 accent color with the neutral palette at a time for any single project.
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MORE EXAMPLES How to pair colors
It’s essential to know how to pair When creating an visual image or artwork, we need to use the colors efficiently as possible. For the best result, 2 Primary colors, plus an accent color and also white could be used to match the Maestro brand.
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Maestro
PHOTO STYLE The Maestro Moment
If you want to use a photo with a graphic style, this is the guide. When selecting photos to use for materials for the brand, choose a moment in which the maestro would could potentially engaged their online audience. We call this a Maestro Moment. For example this could be: a crowd reacting to a game, players engaged with their game, a victory screen, showcasing a product, someone modeling clothes or makeup.
Brand Guide 2019
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Maestro
PHOTO T R E AT M E N T Purple color photo treatment
Photos can be given a color treatment Using our color palette to make them feel like a part of the Maestro visual identity. Style: A color gradient of our color palette can be applied to an image. Accent colors can be used as well, but again only 1 accent color per image. - Images of broadcasting studios should not be used with the Maestro brand. Maestro is a web product and not a production company.
Brand Guide 2019
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Maestro
Brand Guide 2019
H O W TO C R E AT E GRAPHICS 01 How to use imagery
How to create this effect? One of the photo-graphic styles we use on Maestro branding is the gradient map effect applied to the image you want to use. Here is a short tutorial on how to create.
Tutorial page
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1)
2)
Find the image you want to use
Add the Gradient map preset and lover the opacity to 50%
3) Use a photoshop brush settings shown below and add one of the primary colors
4) Adjust the pink hue brush to work best with the image
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Maestro
Brand Guide 2019
H O W TO C R E AT E GRAPHICS 02 How to use imagery
How to create this effect? The other graphic style we like to use on our graphics is the maestro purple color treatment. Once we picked up a image, we desaturate the whole image, add our iconic purple color and change the blending mode to screen.
Tutorial page
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Maestro
Brand Guide 2019
1)
2)
3)
4)
Add Maestro Purple to the photoshop layers. And change the blending mode to soft light.
Like last tutorial add purple brushes to the edges of the image. And it is done.
Find the image you want to use
Desaturate the image
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Maestro
Brand Guide 2019
TYPOGRAPHY T R E AT M E N T How to use Maestro Brand
Typography for Heading The Guide primary typeface for heading on printed and online matrials is DIN Pro Light-Bold. For heading type treatments, always use all caps to create much stronger impact on the given message.
DIN Pro Light 30pt, 36pt Leading, 325em Tracking
ABCDEFGHIJKLM NOPQRSTUVWXYZ DIN Pro Bold 30pt, 36pt Leading, 325em Tracking
ABCDEFGHIJKLM NOPQRSTUVWXYZ
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Maestro
Brand Guide 2019
Typography for Subheading - DIN Medium Use DIN Pro Meduim on the subheading sections. Details on how to apply is bellow.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
PRO
DIN Typography for Body - DIN Light From the same family, DIN Pro is the main typface for the body copy communication.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Alternate Typography for Body - Barlow If DIN is not availiable to use, always use Barlow for body copy.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
BARLOW
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Maestro
Brand Guide 2019
TYPOGRAPHY STYLE IN USE Type option 01
EXAMPLE HEADING Index
Subheadings Type can lend clarity to your message. By employing
Headings DIN Pro Light/Bold 30pt
Subheading 2 Barlow 9pt
Subheading DIN Pro Medium 14pt
a consistent type hierarchy, the readability of your communication becomes more clear and meaningful. The examples above give some guidance on type hierarchy. In general, maintain a balanced contrast
Body DIN Pro Light 9pt
between titles subtitles and body copy. • Surveillance capitalism and targeted advertising • Have become the norm on the internet, and it’s hurting all of us.
Bullet points Barlow Light
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Maestro
Brand Guide 2019
TYPOGRAPHY STYLE IN USE Type option 02
EXAMPLE HEADING Index
Subheadings Type can lend clarity to your message. By employing a
Headings DIN Pro Light/Bold 30pt
Subheading 2 Barlow 9pt
Subheading DIN Pro Medium 14pt
consistent type hierarchy, the readability of your communication becomes more clear and meaningful. The examples above give some guidance on type
Body Barlow 9 pt
hierarchy. In general, maintain a balanced contrast between titles subtitles and body copy. • Surveillance capitalism and targeted advertising • Have become the norm on the internet, and it’s hurting all of us.
Bullet points Barlow Light
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Maestro
Brand Guide 2019
TYPOGRAPHY STYLE GUIDE Type option 02
Body Copy Examples 9 pt. / leading: 16 pt. / tracking: 50
12 pt. / leading: 18 pt. / tracking: 50
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Maestro
Brand Guide 2019
TYPOGRAPHY STYLE GUIDE Type option 02
Headline Examples 32 pt. / leading: 32 pt. / tracking: 320
32 pt. / leading: 32 pt. / tracking: 320
DIN Light
DIN Bold
LOREM IPSUM
LOREM IPSUM
14 pt. / leading: 32 pt. / tracking: 320
14 pt. / leading: 32 pt. / tracking: 320
DIN Light
DIN Bold
LOREM IPSUM
LOREM IPSUM
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Maestro
FOR MORE INF R OM AT ION www.maestro.io info@maestro.io
Brand Guide 2019