VISU AL PROFILE HANDBOOK
PROFILE HANDBOOK CONTENTS: 2 NOTE TO DESIGNERS Brief description of the values of GALLERY, please read.
3 - 13 BRANDING Detailled catalogue of every form of the GALLERY branding, with ďƒžle names and explanations of where and how to use each.
14 - 15 TYPOGRAPHY Explanations of which typefaces to use, how to set them, and where to use them.
NB. File names are given under the relevant graphic in blue type .
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When designing anything for GALLERY, it is important to remain focused on these key words, to help us to be represented visually in the way we want to be preceived, and to keep our image consistent throughout all design.
Even without using our strong branding, we can represent these key values in the way that we use space and text. Text that is set professionally, with a simple colour palette and ample room reects a lot of GALLERY’s values alone.
GALLERY IS:
When using the logo, we do not need to shout out loud to our audience by making it ll too much of the space we are designing in. Giving the logo a large area to breathe, setting text well and not cramming in too much information shows we are condent, rened and subtle.
SIMPLE ELEGANT INNOVATIVE ELITE EXCLUSIVE REFINED SEXY SUBTLE MODERN CONFIDENT
Cramming too much information in any space, or making the logo too big shows a lack of condence and a desperation to attract the viewers attention. This is ne for advertising a sale at a hardware store, but GALLERY is aimed at the elite, and this would not be appropriate.
It is important to remember that the values of being elite and exclusive aren’t just conveyed by an excessive use of gold or marble. That would be the nouveau riche method. Fancy details should be kept to a minimum and chosen carefully, allowing the whole graphic identity, image, text and branding to convey a subtle, simple, modern and rened condence to our audience.
PROFILE HANDBOOK NOTE TO ALL DESIGNERS: A SUMMARY AND BRIEF DESCRIPTION OF THE VALUES OF GALLERY Please read this brief introductory text before embarking on any piece of design for GALLERY.
Remember, a small white G logo in a large area of black conveys condence, exclusivity and elegance. A gold G that lled the entirety of that same black space would look tacky, unrened, and slightly desperate.
As a basic guideline to keep design in line with the values of GALLERY, things should be kept simple, there shouldn’t be too many elements in any one design, logos and text should have ample space to breathe, and special nishes should be kept to a minimum to avoid the look becoming tacky.
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PROFILE HANDBOOK BRANDING: BASIC LOGO This is the simplest form of the GALLERY logo. Colour can be changed to anything using Illustrator, and can be resized to suit the designers needs.
G_Master.eps
Be careful not to put anything too close to the logo, and if necessary use the boxed logo on the following page as a guide to how much space there should be around the G.
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PROFILE HANDBOOK BRANDING: BOXED LOGO The space here between the G and the outer box has been very carefully considered and neither the box nor the G should be removed from the other or resized independently. Colours can be changed according to the designers requirement in Ilustrator.
G_Boxed.eps
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PROFILE HANDBOOK GALLERY.eps
BRANDING: LOGOTYPE & BOXED LOGOTYPE The GALLERY logotype has been very carefully considered and should never be altered, and scaled only as an entire unit in proportion to the original.
GALLERY_Boxed.eps
The space here between the GALLERY logotype and the outer box has been very carefully considered and neither the box nor the type should be removed from the other or resized independently. Colours can be changed according to the designers requirement in Ilustrator,
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PROFILE HANDBOOK
GALLERY_L.eps
BRANDING: LOGOTYPE VARIATIONS These variations on the boxed logotype should be used where it is necessary to distinguish the different areas of GALLERY. Again, the spaces have been very careďƒ&#x;ly considered and should never be altered. No element, whether text or image should encroach the box.
GALLERY_RL.eps
Colours can be changed according to the designers requirement in Ilustrator,
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PROFILE HANDBOOK BRANDING: LOGO WITH LOGOTYPE VERTICALLY STACKED
G_GALLERY_Stack.eps
G_GALLERY_L_Stack.eps
G_GALLERY_RL_Stack.eps
These should be used when it is necessary to have the G icon with the logotype. The designer should not make up their own combination. This design is suitable for relatively large areas, and shouldn’t be scaled smaller than 25mm across as the text will become illegible.
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G_GALLERY_Horizontal.eps
PROFILE HANDBOOK BRANDING: LOGO WITH LOGOTYPE HORIZONTALLY STACKED
G_GALLERY_Lounge_Horiz.eps
G_GALLERY_RestLounge_Horiz.eps
These should be used when it is necessary to have the G icon with the logotype. The designer should not make up their own combination. This design is suitable for smaller areas than the vertical stack, however can also be used on larger designs. It should not be scaled any smaller than 35mm across, and the icon and logotypes should never be removed from each other, or from their boxes.
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PROFILE HANDBOOK BRANDING: METALLIC EFFECT 3D LOGOS These are the most rened and elegant versions of the G logo and should be used where appropriate. It is important to remember this is just a metallic effect achieved through use of colour and gradients, and they are not set to print metallic ink. This is still a CMYK le. They can be scaled as large or as small as is required.
G_SILVER.eps
G_GOLD.eps
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PROFILE HANDBOOK BRANDING: METALLIC EFFECT 3D LOGOS BOXED
G_Boxed_SILVER.eps
G_Boxed_GOLD.eps
The same as before only with their bounding box. These are the most rened and elegant versions of the G logo and should be used where appropriate. It is important to remember this is just a metallic effect achieved through use of colour and gradients, and they are not set to print metallic ink. This is still a CMYK le. They can be scaled as large or as small as is required. No other graphic should encroach the outer box.
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PROFILE HANDBOOK G_GALLERY_Boxstack_SILVER.eps
G_GALLERY_L_Stack_SILVER.eps
G_GALLERY_RL_Stack_SILVER.eps
BRANDING: METALLIC EFFECT LOGO & LOGOTYPE VERTICALLY STACKED These are the metallic versions of the stacked logos we saw before. Depending on the purpose of the design the designer should deem whether these or the simpler designs should be used. Unlike the other designs, the colours here should not be changed unless deemed absolutely necessary. These should be used when it is necessary to have the G icon with the logotype. The designer should not make up their own combination. This design is suitable for relatively large areas, and shouldn’t be scaled smaller than 25mm across as the text will become illegible.
G_GALLERY_Stack_GOLD.eps
G_GALLERY_LStack_GOLD.eps
G_GALLERY_RL_Stack_GOLD.eps
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PROFILE HANDBOOK BRANDING: LOGO WITH LOGOTYPE IN 1 BOX
G_GALLERY_1box.eps
G_GALLERY_1box_L.eps
G_GALLERY_1box_RL.eps
These are more elegant versions of the seperate boxes seen in the previous vertical stacks. They should be used under the same circumstances but to give a more rened appearance. These should be scaled in proportion as a group, and never stretched arbitrarily to t a space. Spaces have been carefully considered and the logo and logotype should never be scaled independently from each other or from the box, should not be moved around in the box, and should never be seperated from each other.
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PROFILE HANDBOOK
G_GALLERY_1box_SILVER.eps
G_GALLERY_1box_L_SILVER.eps
G_GALLERY_1box_RL_SILVER.eps
BRANDING: METALLIC EFFECT LOGO WITH LOGOTYPE IN 1 BOX Here we have more rened versions of the previous design. These are more elegant versions of the seperate boxes seen in the previous vertical stacks. They should be used under the same circumstances but to give a more rened appearance. These should be scaled in proportion as a group, and never stretched arbitrarily to t a space. Spaces have been carefully considered and the logo and logotype should never be scaled independently from each other or from the box, should not be moved around in the box, and should never be seperated from each other.
G_GALLERY_1box_GOLD.eps
G_GALLERY_1box_L_GOLD.eps
G_GALLERY_1box_RL_GOLD.eps
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Posh headlines Upper case ONLY Friz Quadrata Uc Set solid Tracking: 100
Example >
FRIZ QU ADRATA REGULAR Uc ABCD E F G HI JK LMN OPQRSTUVWXYZ 1234567890!@$%&() WELCOME TO GALLE RY, A BAR FOR MIAMI’S ELITE
PROFILE HANDBOOK TYPOGRAPHY: HEADLINES
Casual headlines Upper case ONLY Helvetica Neue Uc Set solid Tracking: 50
Example >
HELVETICA NEUE REGULAR Uc ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890!@$%&()
There are two ways to set headings and titles for GALLERY documents depending on the tone of voice being used to address the audience. The rst using Friz Quadrata is formal, classic and elegant. The second, using the simple and modern Helvetica Neue, has a more informal yet still condent voice.
COME AND ENJOY THE NEW ADDITONS TO THE MENU ONLY AT GALLERY
Use of only upper case type helps seperate titles from other text, but also shows strength and condence.
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Examples
Body copy For extensive lengths of text Helvetica Neue Regular Ulc Set 1/1.2 eg. 10/12, 20/24 Aligned left Tracking: 25 No hyphenation Averaging ideally between 8 and 12 words per line
Helvetica Neue Regular Ulc ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@$%&()
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
PROFILE HANDBOOK Casual information For large text: for example DJ lists and dates on ďƒ&#x;yers
helvetica neue regular lc abcdefghijklmnopqrstuvwxyz 1234567890!@$%&()
Helvetica Neue Bold lc Set solid Aligned left Tracking: 0
Details Example use for details on business cards and stationery Helvetica Neue Regular Uc Set 1/1.125 eg. 8/9, 10/12.5 Aligned centre Tracking: 50 No hyphenation
HELVETICA NEUE REGULAR Uc ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890!@$%&()
friday 18th august the best in house music from 12 til 4 only at gallery
AUGUSTO VALVERDE CEO
TYPOGRAPHY: BODY COPY AND INFORMATION Given here are guidelines to follow when setting extensive copy, or more informative text. The examples give a rough idea of how the different settings should be used and where. They are only guidelines and the designer must use his discretion to produce a suitable design. Typefaces are part of the entire identity of GALLERY, and must be used so that all materials produced tie in together no matter who has designed them.
O 305 798 3452 M 305 799 2557 F 305 533 1946 1200 BRICKELL BAY DR AUGUSTO@ GMIAMI.COM
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PROFILE HANDBOOK
DESIGNED AND PRODUCED BY //BELLAMYSTUDIO/ 2007 WWW.BELLAMYSTUDIO.COM
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