BRAND STANDARDS MANUAL
A BOUT OUR TE A M As the world’s leading live entertainment company, we are privileged to work with artists to bring their creativity to life on stages around the world. Whether it’s two hours at a packed club, or an entire weekend of sets at a festival, a live show does more than entertain. It can uplift, inspire, and create a memory that lasts a lifetime. Building these experience for our customers and clients is our number one priority.
4
TA BLE OF CONTENTS 7
8 9
11
12 13 14 15 18
IDENTITY & PURPOSE
Why do brand standards matter? Mission/Vision/Values
LOGO & LOGO USAGE Brandmark Brand Architecture Lock Up Options Clear Space Tagline
33
TYPOGR APHY
37
BR AND IDENTITY
43
BR AND TOUCHPOINTS
38 39 39
Business Card Letterhead Envelope
21
22 24 26 28 29 30
COLOR & APPLICATION Color Palette Vivacity Gradient Logo Greyscale Background Colors Background Images Incorrect Usage
5
6
IDENTITY & PURPOSE
7
WHY BR A ND STA NDA R DS M AT TER The purpose of this document is to help us work to establish consistent communications that build Vivacity’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice.
8
Questions should be directed by email to the Vivacity Corporate Office at marketing@vivacity.com.
MISSION We aim to build live music experiences, not just events, that create lifelong memories. Whether it’s fans, artists, or promoters we’re working with, we aim to help them to create moments they’ll never forget from singing their heart out with their favorite artist to a hassle free experience setting up sponsorships.
VISION We want fans, artists, and any other people who come in contact with our brand to be able to look back on their experience and have exciting memories driving them to come back and create even more moments to remember. We aim to create a live music experience that makes people excited to come back again and again.
VA LUE S Our biggest value at Vivacity is creativity. We believe music is vital to art and culture, so we aim to create an environment both in our corporate spaces and our live events that facilitates creativity. We strive to support both artists and fans creatively through connection and community at our events.
9
LOGO & LOGO USAGE
11
logotype
logo
BR A NDM A R K The Vivacity brandmark has been carefully crafted to communicate our vision to our audience. The abstracted sound waves and vivid colors tell the story of our high energy and memorable live music experiences. Because of that, it’s important to keep our image consistent by adhering to these standards on the forthcoming pages. Any deviation from the examples shown in this book are not allowed.
12
The Vivacity brandmark consists of the logo and the logotype. Any questions can be directed to marketing@vivacity.com.
BR A ND A RCHITEC TUR E The Vivacity brand is a merger of three branches that all existed under different names. The colors that make up our gradient logo are representative of the three branches: Concerts, Ticketing, and Promotions. While these are three separate divisions of our company, to keep our image consistent, they are combined to form Vivacity which is represented by the gradient logo. The solid color divisional logos should old be used on internal collateral on a case by case basis.
13
vertical lockup
horizontal lockup
LOCK UP OP TIONS For use in diverse compositions, the Vivacity brandmark can be broken down into separate elements and two different layouts.
logo only
The Vivacity tagline should never be shown with the logo, logo type, or any combination of the two.
word mark only
14
CLE A R SPACE Clear space is the necessary empty space around the brandmark. This space around the Vivacity brandmark and other elements should always be free of misc. visual elements, text, and images. Approved background images do not count here. The guide for clear space around the brandmark and its variations is the V in the Vivacity logotype as it is scaled.
15
CLE A R SPACE ( VERTIC A L)
16
CLE A R SPACE (HOR IZONTA L)
17
TAG LINE The Vivacity tagline “Claim Your Moment.� should never be used in a lockup with the brandmark. The tagline should only be used on promotional material separate from the mark in any variation. The tagline should only be presented in black or white on solid color backgrounds or on approved imagery with high contrast. It should only appear in the two approved formats shown above in Semplicita Pro Bold.
18
CLAIM YOUR MOMENT.
CLAIM YOUR MOMENT.
CLAIM YOUR MOMENT.
CLAIM YOUR MOMENT.
horizontal format
vertical format
19
20
C O L O R & A P P L I C AT I O N
21
LOG O COLOR PA LET TE To create a cohesive and organized brand identity, three colors have been chosen to represent the three branches of Vivacity: the yellow is the main brand color that represents Vivacity Concerts; the light blue represents Vivacity Ticketing; and the dark blue represents Vivacity Promotions. Each color comes together to create the Vivacity Gradient to create a vibrant and consistent identity for the company.
22
The three colors should only be used to denote company branches on the Vivacity website or app. They should never be used individually on collateral. Only the yellow can be used as an accent color on touchpoints when necessary.
C: M: Y: K:
5 5 100 0
C: M: Y: K:
65 10 1 0
C: M: Y: K:
96 78 0 0
C: M: Y: K:
73 65 65 72
C: M: Y: K:
0 0 0 0
R: 252 G: 226 B: 0
R: 60 G: 180 B: 229
R: 0 G: 71 B: 186
R: 33 G: 35 B: 34
R: 255 G: 255 B: 255
HEX: FCE200
HEX: 3CB4E5
HEX: 0047BA
HEX: 212322
HEX: FFFFFF
PMS: 102C
PMS: 298C
PMS: 2728C
PMS: 419C
PMS: WHITE
23
V IVACIT Y G R A DIENT The Vivacity Gradient is the blending of all three branches of our company: Concerts, Ticketing, and Promotions. The gradient should only be used when tilted at 71° or 90° left to right starting with the yellow or dark blue. Never use the gradient as a color overlay on photography. To use the gradient as a background, email brandapproval@vivacity.com for approval.
24
The gradient word mark should only ever be used on internal collateral. The gradient word mark should never be used on a color background or image, only black or white.
vivacity gradient at 90°
vivacity gradient at 71°
full color gradient logo
gradient word mark
25
LOG O GR E YSC A LE In instances where the full color logo cannot be used, the approved black or white lockups can be used instead.
26
C: M: Y: K:
75 68 67 90
C: M: Y: K:
0 0 0 0
R: 0 G: 0 B: 0
R: 255 G: 255 B: 255
HEX: 000000
HEX: FFFFFF
PMS: BLACK
PMS: WHITE
27
C: M: Y: K:
BACKG ROUND COLOR S The Vivacity logo should only ever be placed on a black (PMS 419C) or white background. None of the brand colors should ever be used as a solid color background. Use of the Vivacity Gradient as a background must be approved by emailing brandapproval@vivacity.com.
28
73 65 65 72
C: M: Y: K:
0 0 0 0
R: 33 G: 35 B: 34
R: 255 G: 255 B: 255
HEX: 212322
HEX: FFFFFF
PMS: 419C
PMS: WHITE
approved background colors
CLAIM YOUR MOMENT.
BACKG ROUND IM AG E S In order to create a connection with our audience, we utilize photography from independent photographers as imagery. All photography must still comply with brand standards and meet resolution requirements. The logo or tagline should have high contrast against the images. To achieve this, images should have an overall bright or dark tone. The full color logo can be used on greyscale images with appropriate levels of contrast.
29
do not place the logo on unapproved background colors
do not place the full color logo on full color images
INCOR R EC T USAGE Here are examples of how the Vivacity logo should not be presented in collateral. This is in order to maximize legibility and keep our brand recognizable and reputable.
30
do not place the black logo on a dark image
do not place the white logo on a high key image
do not place the logo over a face
do not lower the opacity
no alternate type
no stretching
no reflecting
no unapproved gradients
no effects
no unapproved lockups
no tilting
no color word mark
INCOR R EC T USAGE In order to keep the Vivacity brand recognizable and consistent, here are examples of incorrect logo treatments. The Vivacity brandmark is a staple of our high energy, memorable live experiences. Any alteration to our logo changes what we communicate to our audience. no unapproved logo color options
31
TYPOGR APHY
33
T Y PE SYSTEM All headline type should be in Semplicita Pro Bold uppercase. All subheads should be presented in Semplicita Pro Medium or Semibold. Body copy should be in Semplicita Pro Regular. Other weights and styles should only be used when necessary. On both web and digital collateral, Semplicita Pro should also be used with the same guidelines.
34
Tracking on headlines should be at 200 with kerning as necessary. Tracking on subheads should be at 100. Tracking on body copy should be at a minimum of 10.
35
BR AND IDENTITY
37
BUSINESS CARDS FORMAT 2” x 3.5”
2
PAPER TYPE Strathmore Supersmooth Ultimate White 100 lb. Cover BODY TYPE Semplicita Pro Medium 12 pt. Semplicita Pro Regular 8 pt. Semplicita Pro Light 8 pt. COLORS PMS Black C Vivacity Gradient
38
3.5
1 in
LETTERHEAD FORMAT 8.5” x 11” PAPER TYPE Strathmore Supersmooth Ultimate White 80 lb. Text BODY TYPE Semplicita Pro Medium 11 pt.
11 in
COLORS 100% Black Vivacity Gradient
8.5 in
39
ENVELOPE FORMAT 9.5” x 4.125” PAPER TYPE Strathmore Supersmooth Ultimate White 80 lb. Text BODY TYPE Semplicita Pro Semibold 9 pt. Semplicita Pro Medium 9 pt. Semplicita Pro Regular 9 pt. COLORS 100% Black Vivacity Gradient
40
41
B R A ND TOUCHPOINTS
43
44
45
46
47
48
49
50
51
BRAND STANDARDS MANUAL