B ra n d Standards Manual
Š 2012 Anderson University Published by Emily Weiland Pelta identity created by Emily Weiland
CONTENTS IDENTITY
4
SIGNATURE
6
CONSTRUCTION
12
CLEARSPACE
22
MINIMUM SIZE
26
COLOR
32
BACKGROUNDS
36
PHOTOGRAPHY
40
TYPOGRAPHY
42
APPLICATIONS
46
IDENTITY Pelta’s principal business activities are the development, marketing, and distribution of athletic-branded performance apparel, footwear, and accessories for men, women, and children. Their mission is to make all athletes better t h r o u g h passion, science and the relentless pursuit of innovation. Pelta’s identity communicates a strong correlation between superior athletic performance and superior athletic attire. The brand conveys the mentality of power, protection, and strength while simultaneously expressing agility and finesse to compel people to be active and compete.
4
SIGNATURE The Pelta signature consists of three components that combine to create the primary identity for Pelta. The signature consists of the brandmark, l o g o t y p e , a n d t a g l i n e . T h e s e c o m p o n e n t s a re capable of being broken up to stand alone and rearranged in the specific ways. To ensure the consistency necessary to build a recognizable identity, it is crucial to reproduce the logo only using the artwork supplied with the specific guidelines. The signature must also appear clearly and in the specified colors.
6
Signature
Brandmark
Logotype
Tagline
ALTERNATES The Pelta signature can also be broken up and rearranged in specific ways to allow flexibility, while providing consistency in application. Each alternative is comprised of either one or more components shown in the signature.
8
Alternate
Logotype & Tagline
Alternate
Brandmark & Logotype
Alternate Brandmark
Alternate Logotype
Alternate
Brandmark & Logotype
10
CONSTRUCTION The resizing of the Pelta signature must be precisely calculated in order to preserve the i n t e n d e d e x e c u t i o n a n d i d e n t i t y. I n o r d e r t o resize properly, the signature must increase or decrease linearly, so each component is directly proportionate to the other. The example to the left shows how each element and space between the elements interact in order to calculate the proper d i m e n s i o n . T h e t o t a l a re a ( w i d t h m u l t i p l i e d by height) of the signature must first be calculated. Then each element’s area within the signature must be calculated. Each area within the signature undertakes a specific proportional role. The signature must be scaled linearly in order to maintain accuracy.
12
A F B L T S1 S2
AREA (W)(H) FINAL SIGNATURE BRANDMARK LOGOTYPE TAGLINE SPACE BETWEEN B & L SPACE BETWEEN L & T
A1 FA= (A)(B) A2 BA= (A)(C) A3 S1A= (A)(D) A4 LA= (A)(E) A5 S2A= (A)(F) A6 TA= (A)(G) A2+A3+A4+A5+A6= A1
(4.15)(3.0)= 12.45 A1 A2 (4.15)(1.65)= 6.85 A3 (4.15)(0.29)= 1.2 A4 (4.15)(0.65)= 2.70 A5 (4.15)(0.2)= .83 A6 (4.15)(0.2)= .83 6.85+1.2+2.70+.83+.83= 12.45
A= 4.15
C= 1.65
D= 0.29
E= 0.65 F= 0.2 G= 0.2
B= 3.0
ALTERNATES The alternates of the Pelta signature must also be resized accordingly to preserve the intended construction and identity. To properly resize, the alternates must increase or decrease linearly so each component is directly proportionate to the other. The example to the left shows how each element and the space between the elements i n t e ra c t s . T h e t o t a l a re a ( w i d t h m u l t i p l i e d by height) of the alternates must be calculated. Then each element’s area within the alternates must be calculated. Each area undertakes a specific proportional role. The alternates must be scaled linearly in order to keep the resizing accurate.
14
A F B L S1
AREA (W)(H) FINAL ALTERNATE BRANDMARK LOGOTYPE SPACE BETWEEN B & L
A1 FA= (A)(B) A2 BA= (A)(C) A3 S1A= (A)(D) A4 LA= (A)(E) A2+A3+A4= A1
(4.15)(2.95)= 10.75 A1 A2 (4.15)(1.65)= 6.85 A3 (4.15)(0.29)= 1.2 A4 (4.15)(0.65)= 2.70 6.85+1.2+2.70= 10.75
A= 4.15
C= 1.65
D= 0.29
E= 0.65
B= 2.59
A F L T S1
AREA (W)(H) FINAL ALTERNATE LOGOTYPE TAGLINE SPACE BETWEEN L & T
A1 FA= (A)(B) A2 LA= (A)(C) A3 S1A= (A)(D) A4 TA= (A)(E) A2+A3+A4= A1
(4.15)(1.05)= 4.36 A1 A2 (4.15)(0.65)= 2.70 A3 (4.15)(0.2)= .83 A4 (4.15)(0.2)= .83 2.70+.83+.83= 4.36
A= 4.15
C= 0.65 B= 1.05 D= 0.2 E= 0.2
16
A F B L S1
AREA (W)(H) FINAL ALTERNATE BRANDMARK LOGOTYPE SPACE BETWEEN B & L
A1 FA= (A)(B) A2 BA= (A)(C) A3 S1A= (A)(D) A4 LA= (A)(E) A2+A3+A4= A1
(0.68)(4.16)= 2.82 A1 A2 (0.68)(0.78)= .53 A3 (0.68)(0.19)= .13 A4 (0.68)(3.19)= 2.17 .53+.13+2.17= 2.82
B= 4.16
C= 0.78
D= 0.19
E= 3.19
A= 0.68
18
CLEARSPACE Pelta’s signature should be kept clear of competing text, images, and graphics to ensure its integrity a n d v i s i b i l i t y. I n o r d e r t o e l i m i n a t e d i s t r a c t i n g elements, the signature must be surrounded by an adequate amount of clearspace. The clearspace should be equal to the size of the cap height in the signature shown in the example on the right.
20
X
Clearspace X X
ALTERNATES The alternates of the Pelta signature should also b e ke p t c l e a r of c o m p e t i n g t ex t , i m a g e s , a n d graphics to ensure their integrity and visibility. Each of the alternates should be surrounded by a specific amount of clearspace. The precise amount of clearspace for each alternate can be viewed in the following examples.
22
X
Clearspace X X
X
Clearspace X X
X
Clearspace X X
X
Clearspace X X
X
Clearspace X X
24
MINIMUM SIZE In order to sustain the visibility and reliability of the Pelta signature, it is critical to abide by the minimum size requirements established. The signature can be scaled down to a minimum of 0.75 of an inch. The measurements extend vertically and expand from the tip of the brandmark to the bottom of the tagline as shown in the example on the right.
26
Minimum Size 0.75 of an Inch
Area of Measurement
ALTERNATES Like the signature, each of the alternates have a specific minimum size requirement to sustain visibility. The minimum size, along with the measurement area, varies to facilitate the individual needs of each alternate. The following examples show the measurement area and minimum size for each alternate.
28
Minimum Size 0.25 of an Inch
Minimum Size 0.62 of an Inch
Minimum Size 0.25 of an Inch
Minimum Size 0.16 of an Inch
Minimum Size 0.22 of an Inch
30
COLOR The coloration of the Pelta signature and the alternates is an essential element established to create a recognizable tone and look for the brand. Consistency of color in application enhances the strength of the Pelta identity. The primary colors used in the signature and alternates consist of red-orange and warm grey. The red-orange is used for the color of the brandmark, while the warm grey is used in the logotype and tagline.
32
Red-Orange
PANTONE 1797 C PANTONE 1797 U PANTONE DS 70-1 C CMYK 10/90/100/0 RGB 220/65/40
Warm Grey
PANTONE 425 C PANTONE 426 U PANTONE DS 326-1C CMYK 90/75/75/0 RGB 63/86/87
ALTERNATES There may be certain applications in which the principal colors are unable to be utilized. In these circumstances, the Pelta signature and alternates can be black, silver or reversed to white. Although they will mostly be seen in black, silver, or white, the signature and alternates can also be viewed in a variety of colors. In these situations, the color of the logo must contrast the background to prevent the loss of visibility and integrity.
34
BACKGROUNDS The Pelta logo can be placed on white, black, and silver backgrounds, along with backgrounds in a variety of colors. The variety of background colors would be most commonly applied on Pelta merchandise. The demonstrations on the right show which colors look best on dark backgrounds and which work better on light backgrounds. It is important to make selections based on strong contrast in order to maintain visibility and legibility.
36
38
PHOTOGRAPHY The Pelta signature and alternates are only permitted be used in black and white when placed on a photographic background. The variation of photography alters which color version should be placed on the image. It is important to maintain the signature and alternates visibility by choosing a color with strong contrast to the background. They should also be placed in an area of the photograph with the least amount of chaos and noise. The demonstration to the right shows which version of the signature should be placed on dark background and which sits better on light backgrounds.
40
TYPOGRAPHY Pelta typography consists of one typeface, Forza f ro m t h e H o ef l e r & Fre re -J o n e s Fo u n d r y. Fo rza ’s large family of varying weights allows it to function as header along with text. The variety of weights will also provide unity and variety in application. It is crucial to stay committed to this typeface in order to create a consistent and strong identity.
42
Forza Forza Thin. Slender, Sexy, & Sophisticated Forza Thin
Forza Light. A Convertible Sports Car Forza Light
Forza Book. Your Daily Flintstones Vitamin Forza Book
Forza Medium. The Brains of the Outfit Forza Medium
Forza Bold. A Glass of Scotch Wiskey Forza Bold
Forza Black. Meeting the Dad Forza Black
Forza Thin Italic. The Runway Model Forza Thin Italic
Forza Light Italic. Like a 100% Silk Sheet Forza Light Italic
Forza Book Italic. The First Kiss Forza Book Italic
Forza Medium Italic. Seductively High Tech Forza Medium Italic
Forza Bold Italic. The Black Tuxedo Forza Bold Italic
Forza Black Italic. Quarterback Forza Black Italic
44
APPLICATIONS Pelta’s visual identity will come to life in the wide variety of applications executed by the company. It is critical to continue the correct use of the identity in order to apply the brand successfully. The following pages will include sample layouts and mechanics of the stationary to illustrate how the visual elements will come together to create a distinct Pelta identity.
46
1.26"
1.45"
0.83"
1020 Hullen Street Baltimore MD, 21230 Phone: 874.385.9941 Fax: 486.115.3485 info@pelta.com www.pelta.com
0.91"
April 30, 2012
Nicolas L. Williams Antrixal Corporation 316 Caterpiller Road Orlando, FL 32801
Dear Nicolas L. Williams, Scenester you probably haven’t heard of them freegan williamsburg. Fixie leggings narwhal, sriracha labore mixtape selvage cliche butcher laboris consectetur elit biodiesel magnahlkr. Brooklyn freegan salvia locavore, deserunt ex squid placeat nulla you probably haven’t dada heard of them. Gastropub enim mustache incididunt fugiat. Beard tumblr mustache pinterest. Est put a bird on it vinyl officia gluten-free. Veniam blog consectetur farm-to-table.Anim took laborum aute VHS ullamco. Hoodie mcsweeney’s cred eiusmod sustainable, dolor occaecatlp pickled before they sold out. Cray selvage chillwave odd future american apparel sed anim placeat, keffiyeh magnadelkrm. Keytar kale chips aesthetic truffaut, nostrud Austin voluptate nulla delectus artisan was too. Pinterest squid mcsweeney’s sriracha, wayfarers readymade hella DIY gastropub occaecated pickled direct trade vero lomo ad. Put a bird on it tattooed salvia, sed anim before they solde out sunt mumblecore raw denim tumblr mustache. Mcsweeney’s assumenda sriracha, pickled placeat lomo cosby sweater. Dolore echo park seitan food truck, ea umami sapiente wes eatd anderson. Tumblr dolor trust fund, cardigan banh mi jean shorts retro assumenda nulla irony odio sustainable fanny pack. Sunt ullamco quinoa selvage, excepteur art party incididunt asp mcsweeney’s small batch beard freegan forage. Fixie duis iphone aesthetic, godard aliquipln fanny pack minim.
Format 8.5" x 11"
Signature 1.09" x 0.8"
Return Address Forza Book 8/11.5 pt
Body Copy Forza Book 8/11.5 pt
Sincerely,
Kevin A. Richardson Chairman, CEO & Presidnet
0.8"
0.37"
3.73"
1.09"
3.67"
Format 3.5" x 2" 0.67"
Logotype Brandmark 2.93" x 0.75" 0.75"
0.58"
0.3"
2.93"
0.28"
Format 0.57"
3.5" x 2"
Brandmark
Kevin A. Richardson Chairman, CEO & President
0.24" 0.21"
1020 Hullen Street Baltimore, MD 21230 P h o n e : 874 . 3 8 5 . 9 9 41 路 Fa x : 874 .1 1 5 . 3 4 8 5 krichardson@pelta.com 路 pelta.com
0.29" x 0.24"
Heading Forza Medium 6/8 pt
Contact Information Forza Light 8/11.5 pt
0.18"
48
0.28" 0.17"
0.59"
0.36"
0.85"
1.85"
0.35" 0.13" 0.13"
1020 Hullen Street Baltimore MD, 21230
0.17" 0.58" Nicolas L. Williams Antrixal Corporation 316 Caterpiller Road Orlando, FL 32801
3.24"
0.47"
3.24"
0.56" 0.41" 0.48"
Format
Number 10
Logotype 1.18" x 0.18"
Brandmark 0.64" x 0.55"
Return Address Forza Book 8/10.75 pt
50