Lumina by Jimmy Tran

Lumina Academy of Dance Logo

Academy of Dance

Assessment

The goal of Lumina Academy of Dance is to create a fun environment where individuals can learn traditional dances from around the world and make friends in the process. The emphasis on community has positioned the dance studio along the lines of a non-profit organization which gives Lumina an edge on their competition since they are the only dance studio in Pasadena focusing on building a community of non-professional, non-performance oriented dancers.

Universal Message

Lumina Academy of Dance has a personal mission of creating communities of people who enjoy dancing and learning traditional dances from around the world.

Brand Strategy and Expression

The Lumina Academy of Dance brand should communicate elegance, fun and community. All of the assets of the brand have been created around these key ideas. Leveraging white space and bold, colorful imagery should be the goal of any marketing materials that are produced for the studio. At minimum, the following materials should always be available and visible at every Lumina Academy of Dance class and event. - Business Cards - Rack Cards (all six colors) - Lumina General Poster - Class Vouchers Although every instructor is encouraged to wear the official Lumina Academy of Dance tshirt to classes and events, it is optional and should be worn when appropriate.

Lumina Academy of Dance Style Guide

Letterform

Keyline

The Lumina Academy logo is the primary visual source of

identification for the studio. In order to convey a consistent message and raise strong brand awareness the logo must never be redrawn or manipulated under any circumstances.

Academy of Dance

The Lumina Academy logo consists of three key elements; letterform, keyline and descriptor. The descriptor must always appear together with the other two elements, however the letterform can be displayed withouth the keyline or the descriptor.

Letterform Descriptor

The letter form is created from the name of the dance studio Lumina. The letterform can appear as a stand alone element without the keyline or descriptor.

Keyline

A thin vertical keyline that separates the letterforms and the descriptor.

Descriptor

The descriptor is set in Rotis Sans Serif 45 Light and defines Lumina as a dance studio. In instances where size is limited (i.e. corporate gift pen) the descriptor and keyline may be omitted. Any exception should be approved by Lumina Academy of Dance and Marty Romero: brandme@tinybrandsrock.com or (310) 400-2695 before use. The following pages of this Lumina Academy of Dance identity style guide outline the logo usage and application in order to maintain a high degree of consistency.

Lumina Academy of Dance Style Guide

Typography Rotis Sans Sefir Std 55 Regular

ABCDEFGHIJKLMNIOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Rotis Sans Sefir Std 56 Italic

ABCDEFGHIJKLMNIOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Typography

Rotis Sans Serif Std, as shown here, has been chosen as the font for Lumina Academy of Dance. This is the font used in the logo and should be used in all Lumina Academy of Dance mediaâ&#x20AC;&#x2122;s communications to project a consistent image. As a general rule, Rotis Sans Serif 55 Regular at 10pt. or 11pt. is used for body text with 13px or 14pt leading and Rotis Sans Serif 75 Regular is used for headings or sub-headings. Italic versions of the font can also be used. All text should always be set in upper and lower case (camel case). All text should be left justified, wherever possible.

Typography in the Logo

Rotis Sans Serif 45 Light is used for the descriptor in the logo. This font should be installed on all computer used to conduct Lumina Academy of Dance business, and used when printing items such as memoranda, fax transmittals and presentations. Georgia, as shown here, is the font for all html body text.

Rotis Sans Sefir Std 75 Extra Bold

ABCDEFGHIJKLMNIOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Georgia Regular

ABCDEFGHIJKLMNIOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Marketing Typography

The Rotis Sans Serif font should always be chosen as the Lumina Academy of Dance marketing typography. Garamond is the secondary typeface for minimal use such as on small text and body text. Garamond should never be used for headlines, titles or to replace the logo descriptor.

Lumina Academy of Dance Style Guide

Default Size

Academy of Dance

1”

y x

8.75”

Smallest Size

Academy of Dance

.25”

Logo Size & Isolation Area

Logo Size

Isolation Area

To ensure optimum definition of the identity in reproduction, it should not be reproduced smaller than the minimum size height which is 0.25”. Original artwork should always be used.

For maximum impact and instant recognition, the logo, letterform or descriptor should not be crowded by other visual elements. Adequate white space should be left on all sides so that its prominence is not compromised. This visual illustration is a guide for providing the necessary white space.

The area indicated around the logo is known as the isolation area. To ensure the clarity of Lumina Academy’s identity, this area should be kept free of any type, imagery or graphic elements. This area is based on the size of the dot in the “i” of the logo’s letterform at 1” height and is equal to 0.125in., 125mm, .75 pica, 0.125px. Notice that the isolation area above the dot in the “i” of the letterform is half the size.

The size of the identity is measured across the width of the symbol (as denoted by x) and its width is based on the height of the letterform (as denoted by y). The default height of the letterform is 1”. The width of the logo at this height is 8.75”. To maintain the integrity of the logo, the width should always be sized in relationship to the height.

Lumina Academy of Dance Style Guide Lumina Academy of Dance Logo

Color Logo Colors

Academy of Dance

Pantone Matching System (PMS) colors should be specified wherever possible for optimum color accuracy. Where printing methods restrict the use of PMS inks, the four colour (CMYK) versions should be used.

Academy of Dance Gradient Colors C70, M35, Y0, K17

PMS 285 C

C54, M6, Y50, K0

PMS 346 C

C0, M46, Y97, K0

PMS 138 C

C0, M88, Y100, K0

PMS 1788 C

C8, M85, Y17, K0

PMS 226 C

C11, M0, Y89, K0

PMS 3945 C

C2, M15, Y73, K0

PMS 115 C

C70, M35, Y11, K0

PMS 549 C

CMYK

Pantone

Academy of Dance

Lumina Academy of Dance Style Guide

Color Logo Gradient Logo Gradient

The logo is composed of eight (8) colors. Pantone Matching System (PMS) colors should be specified wherever possible for optimum colour accuracy. Where printing methods restrict the use of PMS inks, the four colour (CMYK) versions should be used.

Gradient Composition a/b

b/c

c/d

e/f

g/h

The color for each letter in the Letterform is created using a two color gradient meshed at 50% in the following order: a/b,

Gradient Colors C70, M35, Y0, K17

PMS 285 C

C54, M6, Y50, K0

PMS 346 C

C0, M46, Y97, K0

PMS 138 C

C0, M88, Y100, K0

PMS 1788 C

C8, M85, Y17, K0

PMS 226 C

C11, M0, Y89, K0

PMS 3945 C

C2, M15, Y73, K0

PMS 115 C

C70, M35, Y11, K0

PMS 549 C

CMYK

Pantone

b/c,

c/d,

e/f,

g/h

Lumina Academy of Dance Logo

Lumina Academy of Dance Style Guide

Academy of Dance Black & White (Reverse) Logo

Academy of Dance Black & White Logo

Academy of Dance Academy of Dance

White Logo

Academy of Dance Academy of Dance

In addition to the multi-color logo, a black version, and a white (reverse) version are available. These versions can be used in various degrees of tints in 10% increments (from 10% down to 100%). When using these versions always maintain the transparency/screen at 100%.

Lumina Academy of Dance Style Guide

One Color Logo

Academy of Dance

Three additional one color versions of the logo are available in Blue, Red, and Yellow. Each can be used in various degrees of tints in 10% increments (from 10% down to 100%) When using these versions always maintain the transparency/screen at 100%. Any additional color versions should be discussed and approved by Lumina Academy of Dance and Marty Romero.

Academy of Dance

Lumina Academy of Dance Style Guide

Lumina Academy of Dance Logo Lumina Academy of Dance Logo

The following are unacceptable applications of the Lumina Academy of Dance logo

Academy of Dance

a. Lumina Academy of Dance Logo

Lumina Academy of Dance Logo

Academy ofAcademy Dance of Dance

Academy of Dance

Lumina Academy of Dance Logo

Academy of Dance

f. Academy of Dance

Academy ofAcademy Dance of Dance c. Academy of Dance Lumina Academy of Dance Logo

Academy of Dance Not Acceptable Because:

Academy of Dance

Not Acceptable Because:

Academy of Dance f. ) The isolation area must be kept free of images, text

a. ) The logo should not be disproportionately sized.

or graphic elements.

b.) The logo should not be reproduced in any any tint or screen.

Academy of Dance Academy Dance Academy ofofDance

g.) Never reproduce the logo smaller than the minimum size. c.) The logo should never be truncated. d.) Never alter the logo in any way, including changing the typeface. e.) Never reproduce the logo in color on a dark background.

Academy of Dance Academy Academy of of Dance Dance

Lumina Academy of Dance Style Guide

.25”

1.25”

.50”

.25”

Academy of Dance

1.75” Arlene Santos loves to dance p: 626-296-2812 e: arlene@luminaacademy.com a: 1052 N. Allen Ave., Pasadena, CA 91106

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.50”

Stationary

The Lumina letterhead is included in the Lumina Academy of Dance stationery templates. They are provided on the enclosed CD. All text is set in the corporate font Rotis Sans Serif Std. Contact details can be modified from the template. Do not alter the positioning, the type sizes or the type faces. The design should remain as they are shown in the template. The body copy for the letter should be set in 11pt on 13pt leading in Rotis Sans 55 regular. The body copy should always be left justified.

Lumina Academy of Dance Style Guide .25”

Business Card & Envolope

.25”

The Lumina business card, Envelope #10 & #12 are included in the Lumina Academy of Dance stationery templates. They are provided on the enclosed CD.

Academy of Dance

All text is set in the corporate font Rotis Sans Serif Std. Contact details can be modified from the template.

1052 N. Allen Ave., Pasadena, CA 91106 www.luminaacademy.com / learntodance@luminaacademy.com

“

The copy for the name should be set in 8pt with the tagline “Loves to dance” set in 6.5pt on 7.5pt leading.

We're fools whether we dance or not, so we might as well dance."

Please do not alter the positioning, the type sizes or the type faces. The design should remain as they are shown in the template. The body copy for the letter should be set in 11pt on 13pt leading in Rotis Sans 55 regular. The body copy should always be left justified.

.25”

1.38”

.25”

3.25”

.50”

.75”

Lumina Academy of Dance Style Guide

Website

In order to maintain the highest marketing and usability standards, the Lumina Academy of Dance web site guidelines go beyond appearance and function to operational matters: •

Lumina Web site must be hosted off-site through a third party hosting service company.

•

Lumina staff must have direct control over the content of its official Web site.

•

The content of the site must be appropriate to Lumina Academy of Dance.

•

The Lumina site cannot contain links to any sites that contain material that is not appropriate or related to Lumina Academy of Dance.

•

The Lumina site cannot contain any advertisements or commercial endorsements that are not part of an approved list of sponsors.

•

The Lumina site must abide by all laws regarding copyrights, trademarks, and other intellectual property, and by those pertaining to the Internet.

•

If applicable, the Lumina Academy of Dance site must consider the safety and privacy of their members and participants by obtaining the necessary permissions to release information about or images of any individual.

These guidelines regulate advertising, e-commerce, personal information, out-linking; Lumina Academy of Dance also pays close attention to how Web publications use personal information that may affect the privacy of members and employees.

Lumina Academy of Dance Style Guide

Using Photography

Photography

Images convey, far more powerfully than words, the essence of the brand. Care should be taken in the choice of photography in all Lumina Academy of Dance communications. Pictures should be technically sound, of sufficient resolution for the final display medium (print on paper calls for higher resolution than online or screen display) and properly exposed.

Subject Matter

Stock photography or actual images from the studio with proper permission should be used. In using images always consider, do the subjects (people depicted) reflect well on the brand? Are the depicted activities conveying the brand essence and personality of Lumina Academy of Dance?

More Information

The Lumina Academy of Dance Media CD includes a series of images to be used in marketing communication efforts. It is not a definate or exhaustive list of images. These images should be used as a guide to the type of images that convey the brand essance.

Photography / Image Treatment

A variety of treatments can be applied to images to convey the brand essance of Lumina Academy (see Photography / Image Treatment). Always ensure to obtain and document permission to use images in all marketing materials.

Lumina Academy of Dance Style Guide

Photography / Image Treatment

Lumina Academy of Dance Style Guide

Brand Application Examples

Applications

These are examples of how the Lumina Academy of Dance brand could be used on different materials.