Design Manual Improv Everywhere Jenny Hyemin Hwang 267268
Table of Contents Brand description
03 Improv Everywhere 06 Why I.E? 07 Missions
Logo description.
09 Logo description 12 Examples of Do’s & Don’ts 13 Primary Brand Colour 14 Secondary Brand Colour 15 Typographic Style
Brand Extensions
18 Brand Graphics 19 Stationary 22 Web site 23 Posters 26 Online Posters/ Invitations 27 T-shirts 30 Buttons 31 Plastic Water Bottles
Improv Everywhere Improv Everywhere (often IE) is a comedic performance art group based in New York City, formed in 2001 by Charlie Todd. Its slogan is “We Cause Scenes.”
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The group carries out non-threatening pranks, which they call “missions” in public places. The stated goal of these missions is to cause scenes of “chaos and joy.” Some of the group’s missions use hundreds of performers and are similar to flash mobs, while other missions utilize only a handful of performers. Improv Everywhere has stated that they do not identify their work with the term flash mob, in part because their site was created two years prior to flash mob trend.
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Why I.E? Improv Everywhere is, at its core, about having fun! We’re big believers in “organized fun”. Our missions are a fun source of entertainment for the participants, those who happen to see us live, and those who read this website. We get satisfaction from coming up with an awesome idea and making it come to life. In the process we bring excitement to otherwise unexciting locales and give strangers a story they can tell for the rest of their lives. We’re out to prove that a prank doesn’t have to involve humiliation or embarrassment; it can simply be about making someone laugh, smile, or stop to notice the world around them. -6-
Writers Against Piracy
The Sha
The Mp3 Experiment Tour
McDonald’s Bathroom Attendant Ben Folds’ Last Night in Town: Part 1,2
Best Buy
Best Game Eve
Mobile Desktop Millionaire Celebrity Trash 5th Anniversary Show
T
The Safety Shark No Shir The Dollar Dudes The Revenge of General Mills High Five Escalat Megastore Rob!
Russia
Hug Patrol
Romantic Comedy Cab
Welcome Back
Warp Zone / Food
Human Mirror Subway Art Gallery Opening Big The Amazing Mime Aspen L Missons Synchronized Swimming
The Caricaturist
Circle Line T
Swimming Pool Poker Suicide Jumper
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To be continued..
The Moebius T
Shark!
r
e Ever
op
The Camera Flash Experiment Offshore Gambling B-I-N-G-O! Old Timey 1997 Photo Booth
Slo-Mo Home Depot The Subway Serie hirts Frozen Grand Central
h
The Ministry of Knife & Fork
lator
Redheads
Surprise!
Best Gig Ever
Anton Chekov
No Pants
one / WDDD Food Court Musical New Cheerios
or Ted’s Birthday Redux Big Mac Cell Phone Symphony Look Up More Haunted House
Even Better Than The Real Thing
ne Tours
Ben Folds Fake
us The Amazing Hypnotist
Ted’s Birthday
Will You Marry Me?
Free Mixed Drinks
The Amazing Stuntmen
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Logo Improv Everywhere is an organization/ large-scale team of long-time members with new participants for every mission. It was important to focus on the fact that they are an organization that runs in low budget. The logo is specifically designed for that purpose. It only contains two colour which is black and yellow to reduce the cost for printing for any medium. The main goal that was there to achieve was to make the logo look very cheerful, fun and playful. In order to achieve that quality, the logo was designed on a different level. The letter O was coloured into yellow to give that bright, cheerful, fun and playfulness. The black thick outline of the yellow was to make the letter O into the part of the logo for unity factor. Also for the “improv� part, all the letters are in different levels to mimic the quality of fun and jumping up and down. Especially the letter O can be extended more towards to the top like a jumping ball.
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Examples of Do’s & Don’ts Somethings can’t change the way you want them to change!
01. Space around the logo. It is always ok to leave a space around the logo to give some breathing area.
02. Black and White It is ok to use black and white (or grayscale) for the logo.
03. Unavoidable situation If the logo is placed on top of the dark background or black background, it is ok to have white frames behind the logo
04. Different position for the “o” The letter “o” can be repositioned and resized within the boundary (Maximum size limitation would be 5 logo space between the bottom of the logo to where the “O” will be repositioned.) For example, Up and Down.
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Examples of Do’s & Don’ts Somethings can’t change the way you want them to change!
05. No other color! It is NOT ok to change the colour of the letter “O” or the black logo.
06. Negative It is NOT ok to turn black logo into white like negatives.
07. Unacceptable repositioning It is NOT ok to reposition the letters within the logo other than the letter “O”
08. Transformation It is NOT ok to rotate or transform the logo in any circumstances or situation.
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Primary brand colour
Improv Everywhere text Pantone PANTONE Pro. Black PC CMYK 0/0/0/100 RGB 0/0/0
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“O” Colour Pantone PANTONE Pro. Yel. PC CMYK 0/0/100/0 RGB 255/255/0
Secondary brand colour
Secondary body text Pantone PANTONE 444 PC CMYK 0/0/0/50 RGB 128/128/128
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Typographic style Typography is very important when it comes down to branding. For Improv
Everywhere, it was very hard to make decision on which typefaces to choose for the logo and the body text. For the logo, the typeface called “Blitz” was chosen because it has this unique round san-serif figure that gives playful and cheerful quality to it. Also the typeface has this quality that differentiate itself from other logos. As you can see, some of the letters open spaces within the letters are filled with black. This gives the logo its own style. For the body text, “Helvetica Round LT Std” and Helvetica were chosen to match with the logo for the round san-serif typeface style.
Blitz
A a
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcd3fghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+ -15-
Helvetica Round LT Std
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcd3fghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+
Helvetica
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcd3fghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+
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Brand Graphics For the brand graphics, images of past missions and the logo (especially the letter “O�) will be used. Also, masking the photographs with the mission title will be this brands unique way of advertising the brand itself yet still keeping the mysterious feel to it by containning the photos inside the words. Cropping of the photos will be another part of the brand graphic style.
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Brand Extensions Stationary
For the stationary, there are business card, letterhead and envelopes. Business card was specifically designed for Charlie Todd, the founder of Improv Everywhere group. Especially the little accent on the letter “O” is prominent in this business card to give some fun into the very dull business card. Cropping of the logo on the back of the business card is also intentionally done to make the business card look less formal and more playful. Letterhead and envelopes are designed in a same way so that it has unity between them. Using the letter “O” again to give a little accent to very dull stationary sets was used in the letterhead and envelopes also.
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New York, USA contact@improveverywhere.com www.improveverywhere.com
CREATOR
New York, USA contact@improveverywhere.com www.improveverywhere.com
Business Card Actual Size: 3.5inch x 2inch New York, USA contact@improveverywhere.com www.improveverywhere.com
Letterhead Actual Size: 8.5inch x 11inch Envelope Actual Size: 4.125inch x 9.5inch
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Home
Missions
Agents
Video
Press
DVD
FAQ
Global
Contact
Mailing lists
Home
Missions
Agents
Video
Press
We cause scenes
DVD
FAQ
Global
Contact
Mailing lists
We cause scenes
Home
Missions
Agents
Video
Press
DVD
FAQ
Global
Contact
Mailing lists
About Us
Home
Missions
Agents
Video
Press
DVD
FAQ
Global
Contact
Mailing lists
Improv Everywhere causes scenes of chaos and joy in public places. Created in August of 2001 by Charlie Todd, Improv Everywhere has executed over 80 missions involving thousands of undercover agents. The group is based in New York City.
Mission Highlights No Pants! Subway Rides The Mp3 Experiments Human Mirror No Shirts Best Game Ever Food Court Musical Frozen Grand Central Ben Folds Fake Rob! Slo-Mo Home Depot Best Buy Aspen Cell Phone Symphony Suicide Jumper Romantic Comedy Cab Even Better Than The Real Thing Look Up More McDonald's Bathroom Attendant Best Gig Ever Synchronized Swimming Anton Chekov The Amazing Hypnotist Redux Ted's Birthday Megastore Circle Line Tours The Moebius Will You Marry Me? Offshore Gambling Surprise! Ben Folds' Last Night in Town
We cause scenes
We cause scenes
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Brand Extensions Website
The current website for Improv Everywhere.com is in a blog format. It was important to make the website still friendly and inviting yet looking more professional than the current website. When users access into the website, they will see the splash page first. The splash page has this photo slides of previous missions on the middle. And then when users click on any of the menus, the photo slide will shift to the right side of the screen and will disappear. Also, the bottom left logo changes. The letter “o� will jump up to the top of the page, and the whole screen will stretch to the current website page.
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Brand Extensions Posters
Improv Everywhere is organized guerilla event oragnization group. When it comes down to the poster for this group, it was important to focus on how to make the poster that represents the group itself yet still making it look mysterious enough that people will still be surprised by their missions. For the all the posters, they all have same concept behind them which is masking the photographs with the mission titles. This gives mysterious feel to it because photographs are hidden behind the mission titles.
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5th
Where When Who What Time What to wear What to bring
Govenor’s Island in New York Harbor October 20th, 2008 YOU! Exactly 3:15 PM Red, Blue, Yellow, and Green shirt Synchronize your watch to the clock on the instruction page and download mp3
Where When Who What to bring What to wear
www.improveverywhere.com
Central Park in New York City October 17, 2009 Any size, shape and height men Spirit to walk around with no shirt Jeans and shirts.
www.improveverywhere.com
7th
Where When Who What to bring What to wear
New York City Subway stations January of 2010 YOU! Something to do while you are in the subway Actually, What to not where, NO PANTS!
www.improveverywhere.com
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Brand extention 1 (Online poster/invitation) put only website address
instead of address Brand extention 1 (Online poster/invitation)
put only website address instead of address
WHERE
New York City Subway st WHEN January of 2010 YOU! WHO
WHERE
New York City Subway st
WHEN January of 2010 YOU! WHO
WHERE Central Park, NYC October 17, 2009 WHEN WHERE Central Park, NYC October 17, 2009 WHEN
WHO YOU MEN!
WHO YOU MEN!
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Black Berry version (Horizontal format)
Iphone version (Vertical format)
Brand Extensions Online Poster/Invitation
Online poster/invitation brand extension is another way for Improv Everywhere to advertise its’ own group. If the group is in a situation where they can’t produce posters, they can always send these online poster/invitations through online. Such as Facebook, Blogspot, Email, and cellphones (Black berry and Iphone)
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Brand Extensions T-shirts
T-shirts are the most common and popular brand extension for any type of brand. Snce Improv Everywhere currently only sells DVDs, the idea of producing and selling T-shirts will be great profit for this group. T-shirts design is based on the yellow letter “O�. As you can see the effective usage of the brand logo itself is well applied on the t-shirts design.
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www.improveverywhere.com
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.com
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Brand Extensions Buttons
Buttons are the cheap way to advertise the brand itself. Buttons are everywhere and they are easy to use them and easy to pick them up from anywhere. Sometimes the button itself becomes a collectable item. For Improv Everywhere, buttons are the easiet and low cost way of advertsing for them. Again, the yellow letter “O� was used for this button design concept to represent the group. The yellow circle will become their trade mark so that even if the button doesn’t say Improv Everywhere, people will know that the button is from the group. Buttons will be produced for the purpose of give away free advertisement.
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Brand Extensions Plastic Water Bottle
Alot of brands nowadays advertise their brand with plastic water bottles. Because it is portable and everyone needs/wants water bottle. It is refreshing and a good way to advertise. Improv Everywhere plastic water bottles will be given out to participants and to other people. Even after people are done drinking water out of the plastic bottles, it will still be a good advertsement because it will be everywhere. Even in the garabage can, on the side walk, people carrying it around and etc. Logo is placed on the side way of the bottle in transparent. Unique design for this bottle is that, all the bottle caps will be in yellow which has been used through out the whole brand extension series.
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Brand extention 3 (Water bottle)
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www.improveverywhere.com