photography
Brand Standards Manual 2012
Contents What is a Brand? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Brand Principles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Size and Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Brand Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Contact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
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What is a Brand?
“Put simply, your “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual, and LTV[PVUHS @V\Y IYHUK UHTL L_PZ[Z VIQLJ[P]LS`" WLVWSL JHU ZLL P[ 0[»Z Ä_LK )\[ `V\Y IYHUK L_PZ[Z only in someone’s mind.” -Jerry McLaughlin, Forbes
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Brand Principles: Vision
The vision of AutoFocus Photography is to help reduce the stress in choosing a professional WOV[VNYHWOLY >L ^HU[ [V IL [OL ÄYZ[ JVTWHU` [OH[ JVTLZ [V TPUK >OL[OLY P[»Z H [O IPY[OKH` party or the wedding of their dreams, we want to be there.
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Brand Principles: Mission
The mission of AutoFocus Photography is to capture life’s moments as they happen. To put all of our focus on the client. No matter the occasion, we’re going to provide our clients with quality service and products.
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Brand Principles: Values
The following values are the core of AutoFocus Photography: Quality AutoFocus Photography strives to provide quality images to its clients. If you’re not happy, we’re not happy. Being Real AutoFocus Photography prides itself in its ability to get people to be themselves, to capture moments the way they would have happened as if no one was watching.
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Logo
The AutoFocus Photography logo was created using an original typeface. It’s our way of saying, “We’re not like everyone else.” ¸(\[V¹ OHZ H IS\YYLK LMMLJ[ ^OPSL ¸MVJ\Z¹ PZ WLYMLJ[S` PU MVJ\Z ;OPZ ZPNUPÄLZ V\Y HIPSP[` [V W\[ V\Y focus on what really matters - the client. The View Brackets (see page 16) are used as a graphic element not only to reference looking through a camera, but to emphasize our attention to detail. There are three acceptable forms of the AutoFocus Photography logo: full color, black on white and white on black.
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Logo: Color
Full Color Knowing that AutoFocus Photography could be advertised in many formats,the logo was created in a black, grey and white color scheme.
PMS -AutoFocus Grey CMYK - 0, 0, 0, 70 RGB - 109, 110, 113 Hexadecimal # 6D6E71
PMS - White CMYK - 0, 0, 0, 0 RGB - 255, 255, 255 Hexadecimal # FFFFFF
PMS - Black C CMYK - 0, 13, 49 ,98 RGB - 38, 28, 2 Hexadecimal # 261C02
Black on White In the case that only one color can be used, AutoFocus Photography may be used black on white. White on Black In the case that only one color can be used, AutoFocus Photography may be used white on black. Screen Printing To keep the out-of-focus effect, halftone should be used for screen printing.
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Logo: Elements
Extractable Logo Elements The View Brackets The View Brackets can be extracted and used as a graphic element. For example, they can be used to highlight titles and headings as shown in this manual. The View Brackets cannot: Be used as a tiled background Be broken into segments Be rotated from its original position
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Logo: Size and Space
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Minimum Size The AutoFocus logo should never be smaller than 1.5” wide.
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Safe Space _
The AutoFocus logo’s safe space should be equal to the height/width of the view brackets. _
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Typeface
As mentioned earlier, the AutoFocus Photography logo was created using an original typeface. This typeface was created with the soul purpose of making “AutoFocus� stand out from the rest. To keep our brand name the focus, this typeface is not used anywhere else in the brand.
The AutoFocus logo is art and should never be changed or replicated. A vector copy is provided on the CD accompanying this manual as well as the typefaces used in our business communications. So it can be viewed consistently by the largest audience possible, Helvetica is used for all online copy. The three typefaces AutoFocus Photography uses in print are Helvetica Neue Light, Helvetica Neue Ultra Light and American Typewriter Condensed. When and how to use them will be explained in the next section “Brand Application.� Helvetica Neue Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU =>?@A $
Helvetica Neue Ultra Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ1234567890$%&+=
American Typewriter Condensed abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ1234567890$%&+=
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Brand Application
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photography 513.535.7752 www.autofocus.com eotten@autofocus.com
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513.535.7752 www.autofocus.com eotten@autofocus.com
emily otten | photographer
(O I\ZPULZZ SL[[LY MVYTH[ [OLYL HYL ISVJR MVYTH[Z HUK PUKLU[LK MVYTH[Z HUK TVKPMPLK ISVJR MVYTH[Z HUK ^OV RUV^Z ^OH[ V[OLYZ ;V ZPTWSPM` TH[[LYZ ^L YL KLTVUZ[YH[PUN [OL ISVJR MVYTH[ VU [OPZ WHNL VUL VM [OL [^V TVZ[ JVTTVU MVYTH[Z -VY H\[OVYP[H[P]L HK]PJL HIV\[ HSS [OL ]HYPH[PVUZ ^L OPNOS` YLJVTTLUK ;OL .YLNN 9LMLYLUJL 4HU\HS [O LK 5L^ @VYR! 4J.YH^ /PSS H NYLH[ YLMLYLUJL [VVS MVY ^VYRWSHJL JVTT\UPJH[PVUZ ;OLYL ZLLTZ [V IL UV JVUZLUZ\Z HIV\[ Z\JO MPUL WVPU[Z HZ ^OL[OLY [V ZRPW H SPUL HM[LY `V\Y YL[\YU HKKYLZZ HUK ILMVYL [OL KH[L! ZVTL N\PKLSPULZ Z\NNLZ[ [OH[ `V\ KV" V[OLYZ KV UV[ 3L[ Z OVWL [OH[ `V\Y I\ZPULZZ SL[[LY Z\JJLLKZ UV TH[[LY ^OPJO JOVPJL `V\ THRL
emily otten | photographer
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Letterhead
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All letterheads should follow the layout shown. Copy must be in Helvetica Neue Light. This typeface was chosen ZWLJPร JHSS` MVY P[Z YLHKHIPSP[` HUK relaxed feeling. Helvetica Neue Ultra Light can be used in addition to Helvetica Neue Light when there is a need for a visual hierarchy.
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(O I\ZPULZZ SL[[LY MVYTH[ [OLYL HYL ISVJR MVYTH[Z HUK PUKLU[LK MVYTH[Z HUK TVKPMPLK ISVJR MVYTH[Z HUK ^OV RUV^Z ^OH[ V[OLYZ ;V ZPTWSPM` TH[[LYZ ^L YL KLTVUZ[YH[PUN [OL ISVJR MVYTH[ VU [OPZ WHNL VUL VM [OL [^V TVZ[ JVTTVU MVYTH[Z -VY H\[OVYP[H[P]L HK]PJL HIV\[ HSS [OL ]HYPH[PVUZ ^L OPNOS` YLJVTTLUK ;OL .YLNN 9LMLYLUJL 4HU\HS [O LK 5L^ @VYR! 4J.YH^ /PSS H NYLH[ YLMLYLUJL [VVS MVY ^VYRWSHJL JVTT\UPJH[PVUZ ;OLYL ZLLTZ [V IL UV JVUZLUZ\Z HIV\[ Z\JO MPUL WVPU[Z HZ ^OL[OLY [V ZRPW H SPUL HM[LY `V\Y YL[\YU HKKYLZZ HUK ILMVYL [OL KH[L! ZVTL N\PKLSPULZ Z\NNLZ[ [OH[ `V\ KV" V[OLYZ KV UV[ 3L[ Z OVWL [OH[ `V\Y I\ZPULZZ SL[[LY Z\JJLLKZ UV TH[[LY ^OPJO JOVPJL `V\ THRL >OLU `V\ \ZL [OL ISVJR MVYT [V ^YP[L H I\ZPULZZ SL[[LY HSS [OL PUMVYTH[PVU PZ [`WLK MS\ZO SLM[ ^P[O VUL PUJO THYNPUZ HSS HYV\UK -PYZ[ WYV]PKL `V\Y V^U HKKYLZZ [OLU ZRPW H SPUL HUK WYV]PKL [OL KH[L [OLU ZRPW VUL TVYL SPUL HUK WYV]PKL [OL PUZPKL HKKYLZZ VM [OL WHY[` [V ^OVT [OL SL[[LY PZ HKKYLZZLK 0M `V\ HYL \ZPUN SL[[LYOLHK [OH[ HSYLHK` WYV]PKLZ `V\Y HKKYLZZ KV UV[ YL[`WL [OH[ PUMVYTH[PVU" Q\Z[ ILNPU ^P[O [OL KH[L -VY MVYTHS SL[[LYZ H]VPK HIIYL]PH[PVUZ ^OLYL WVZZPISL
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LTPS` V[[LU c WOV[VNYHWOLY ^^^ H\[VMVJ\Z JVT LV[[LU'H\[VMVJ\Z JVT
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Envelope
The layout for a Standard A 10 Envelope is shown here. Addresses must be in Helvetica Neue Light for consistency.
:[HUKHYK ( ,U]LSVWL ยน ยน
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=PVSH 3U ,YSHUNLY 2@
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Business Card
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513.535.7752 www.autofocus.com eotten@autofocus.com
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These are two acceptable color options for the business card.
emily otten | photographer
You’ll notice here the name and contact information is in American Typewriter Condensed. Since there isn’t a lot of copy, the business card should be kept to the two main typefaces.
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513.535.7752 www.autofocus.com eotten@autofocus.com
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emily otten | photographer
AutoFocus Photography Business Cards are standard 3.5” x 2” and should be laid out in this format.
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Contact
Thank you for taking the time to learn about the AutoFocus Photography. If you have any questions involving AutoFocus Photography’s brand standards, please contact: Emily Otten eotten@autofocus.com
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