Pen and Pixels Standards Manual by elizabethg97

PEN AND PIXELS STANDARDS MANUAL

TABLE OF CONTENTS INTRODUCTION

LOGOTYPES Primary Mark Alternate Marks Minimum Sizes Safe Space Inappropriate Uses

7 8 13 16 18 20

IDENTITY SYSTEM Graphic Elements Color Palette Typefaces

21 23 24 25

BUSINESS SYSTEM Business Cards Letterhead Envelope

27 30 34 35

APPLICATIONS

37 3

INTRODUCTION BRAND MESSAGE Pen and Pixels is a multi-purpose store that serves to bring enjoyment to people of all ages. With goals that surround community, the store doubles as both a comic book/game store with an included reading space and arcade. It looks to provide the best selection of new and vintage comic books and games as well as a place for people to discover their inner geek. The brand is influenced heavily by comic book and game companies that have their own mascots and has developed two mascots, Pen and Pixels to help bring in a younger audience. Customers should feel welcomed and excited upon entering the store. The purpose of this manual is to serve as a guide to ensure consistency of design as the business grows and produces more materials.

LOGOTYPES

PRIMARY MARK FULL COLOR

PRIMARY MARK

When full color printing or production is an option, the logo must be as shown. Using a regular black for the type and outline of the characters, and Egg Yolk, Snow Pea, and Fruit Punch for the symbols. The top shows this mark with the tagline and below without it. This mark should be in full color whenever possible. The tagline can stand alone and an example of this can be found on page 30 on the store business card.

1-COLOR

PRIMARY MARK

Circumstantially, there is 1 acceptable color that can be used as an alternate to the full-color design. This is meant to be an exception only in situations that allow use of 1-color and cannot be used on dark backgrounds. These may only be used on light backgrounds like white. The top is 1-color with the tagline and below is without the tagline.

REVERSED

PRIMARY MARK

This color may be used when a white, reversed out version of the logotype is utilized. The only instance white is acceptable for the text/symbols is here or on black backgrounds. When using this, note that it is acceptable when printed or placed on a surface that is of the same hue as one of the listed colors. The top is shown with the tagline and below is without the tagline.

TINTS

PRIMARY MARK

This is the primary 1-color option when printing with opacities is an option. This mark should only be used when full color is not available, and should primarily be Fruit Punch on a light background. Snow Pea is also acceptable. Reference the next page for correct tints per element. The wordmark should always be at 100% opacity and the same tint values apply to the primary logotype with the tagline. Gray should only be used when color printing is not available.

TINT PERCENTAGES

ALTERNATE MARKS FULL COLOR

ALTERNATE MARKS The secondary logotype shown should only be used in scenarios where the primary logotype cannot be used. The secondary logo should be used in full color whenever possible. The wordmark shown should only be used in scenarios where the primary or secondary logotype cannot be used. The wordmark should be used in full color whenever possible. It is already a 1-color.

1-COLOR ALTERNATE MARKS The 1-color mode applies to the look of the secondary mark the same way as the primary logotype. This may only be used on white backgrounds.

REVERSED ALTERNATE MARKS The reversed out version of the secondary mark should only be used where the primary reversed out mark cannot be used. The reversed out wordmark shown should only be used in scenarios where the primary or secondary reversed out mark cannot be used.

MINIMUM SIZES PRIMARY MARK PRIMARY MARK

PEN AND PIXELS

When using the primary logotype, the wordmark can become illegible if used at too small of a scale. To ensure there is as little loss of detail as possible refer to the minimum sizes for all versions of the primary logotype.

GAMES COMICS AND SMILES

2 in. 2 in.

ALTERNATE MARKS When using the secondary logotype, the wordmark is a little larger than in the primary logotype. Therefore, the minimum size is smaller than the primary logotypeâ&#x20AC;&#x2122;s minimum size. To ensure there is as little loss of detail as possible, refer to the minimum sizes on the next page. The minimum size of the wordmark alone is smaller than the primary logotype as it does not have as much detail.

PEN AND PIXELS 1.5 in.

1.5 in. 16

1.5 in.

ALTERNATE MARKS

PEN AND PIXELS 1 in.

1 in.

PEN AND PIXELS

1 in.

PEN AND PIXELS

1.25 in. 1.25 in.

SAFE SPACE

PRIMARY MARK PRIMARY MARK

The bowtie in the primary logotype serves as the proportional measurement for the accurate amount of space required for the primary logotype to ensure the logotype is not crowded. Do not place any design element or written word in this marked safe space above.

PEN AND PIXELS

GAMES COMICS AND SMILES

ALTERNATE MARKS The bowtie in the secondary logotype and the ‘EN’ and ‘E’ in the wordmark also serve as the proportional measurement for the accurate amount of space required for the alternative marks to ensure the logotype is not crowded.

PEN AND PIXELS 18

E E

ALTERNATE MARKS

ENPEN AND PIXELSEN PEN AND PIXELS 19

INAPPROPRIATE USES

Do not rearrange any element in the logotype.

The logotype should not be placed at an angle or on itâ&#x20AC;&#x2122;s side on any application. Must remain on a horizontal line. 20

Do not replace or switch out the text in the logotype.

Never stretch or skew the mark only scaling is acceptable (scaling requirements and minimum sizes on page).

Under no circumstance should the colors of the primary logo be altered, must use approved color paletty (see page).

Never add anything to the design. This is a form of altering and unacceptable.

IDENTITY SYSTEM

GRAPHIC ELEMENTS HEADS AND FULL CHARACTERS

These symbols are to be utilized in order to carry the meaning of Pen and Pixels. They are the most important graphic elements and are used in logotypes and applications as a visual identifier for the business it should always be displayed using the primary color palette (page 24) or in black and white or tints (page 11) as needed or when printing does not permit full color. BOWTIE PATTERN This symbol is utilized to act as an element and type of separation in design applications. The bowtie is meant to appear in Fruit Punch but is acceptable in black and white as needed or when printing does not permit. The bowties appear on the letter head and envelope. 23

COLOR PALETTE PRIMARY COLOR PALETTE

The colors that make up the approved color palette can all be found in the full color, primary logotype. Snow Pea is pulled from Penâ&#x20AC;&#x2122;s hair, Egg Yolk is pulled from the hair of Pixels and Fruit Punch is pulled from the pen and bowtie. Black is used to outline the characters. Together, the warm colors develop a friendly and welcoming vibe for Pen and Pixels.

EGG YOLK PANTONE: 115 C C 2 M 12 Y 87 K 0 R 251 G 215 B 60 #fbd73c

FRUIT PUNCH PANTONE: 1915 C C 0 M 87 Y 28 K 0 R 238 G 71 B 122 #ee477a

SNOW PEA PANTONE: 346 C C 56 M 0 Y 51 K 0 R 113 G 197 B 155 #71c59b

BLACK PANTONE: Neutral Black C C 75 M 68 Y 67 K 69 R2G2B2 #020202

TYPEFACES PRIMARY UNIVERS

This is the primary sans-serif font used in this design plan. Univers is very readable, versatile, and a widely used typeface/font family. It is best utilized in this system for titles, headers, and useful information such as in the business system. Condensed, Bold, Bold Condensed, and Light Condensed are the only weights to be used.

Univers Condensed