DESIGN GUIDE FOR BUILDING A CONSISTENT BRAND
2016
2016 DESIGN GUIDE
TA B L E O F C O N T E N T S
C A S E S T U DY
LEARNING FROM N.Y. CASE STUDY
A LOOK AT WH AT H ELP ED A STATE THRIVE.
INTRODUCTION OUR MISSION 8 CORE DESIGN STANDARDS ICON EXPLAINED BRAND LOGO COLOR TYPOGRAPHY
The State was in a deep economic slump and looked to tourism to help turn around the economy. With $400,000 from the Governor, industry leaders took an incredibly bold step and spent the entire tourism budget on market research. With consumer feedback in hand and $4 million, an advertising campaign was launched in 1977. The great minds of Madison Avenue produced a brilliant little campaign called I LOVE NEW YORK. THE FOLLOWING IS FROM THEIR BRAND GUIDE:
THE IMPORTANCE OF BRANDING
DESIGN MINDSET
A BRAND IS A BEAUTIFUL THING.
MATERIALS
Building a brand takes vision. It takes passion and sweat. And perhaps most
PHOTOGRAPHY
brand’s DNA and what your message to the world will be. We created these
DESIGN SAMPLES
of a few, but in the hundreds of you who will touch this brand and share it
Enormously powerful. Enormously fragile.
importantly, it takes discipline. The discipline to never waiver from your guidelines so the tenets of the brand are not just in the hearts and minds with the world. It is impossible to overemphasize the importance of brand consistency. Endless studies prove consistency increases awareness and helps cement an emotional connection to a brand. The more single-minded we are, the more powerful the I LOVE NEW YORK brand will be. It’s that simple.
2016 DESIGN GUIDE
INTRODUCTION
Northeast Vision needs a beautiful, consistent brand maximizing it’s lovableness so more accomplish it’s mission.
Understanding the importance of a brand and then building one for a ministry who’s desire is to build awareness is very smart...you need to capture peoples heart with a brand and then ask them to follow on a journey to impact souls.
WHAT IS OUR MISSION?
2016 DESIGN GUIDE
OUR MISSION
STRENGTHEN, S U P P O R T, S TA R T CHURCHES IN THE NORTHEAST OF THE USA.
CO RE DE S IGN
STANDARDS USE THE FOLLOWING PAGES as a guide to help you understand how to communicate for Northeast Vision.
Our organization cherishes consistency and strives to keep a united
voice through our entire organization. The following eight core standards describe us as an organization...it is our personality. Your job is to represent these standards visually as they make up the fabric of our organization.
2 0 1 6 D E S I G N S TA N D A R D S
TONE
CLEAN
Make everything orderly, dominantly on white surfaces.
Rarely use dark
as
the
dominant
col-
or.
Don’t clutter things
up.
Use lot’s of nega-
tive space and margins.
2 0 1 6 D E S I G N S TA N D A R D S
STYLE
SIMPLE
Make sure everything is practical and not complex.
Don’t add things
for no reason.
All con-
tent should be minimally put together. Stay away from to much content
2 0 1 6 D E S I G N S TA N D A R D S
INFLUENCE
We celebrate the past as much as the present. Heritage Styles made New. Grab things from history & rebuild with a modern construction. by
We’re inspired
archival
influences.
2 0 1 6 D E S I G N S TA N D A R D S
CHARACTER
AUTHENTIC
Be
creative
Inspiration out
but
and
find
from
with-
never
copy.
Not trendy, Who cares what others are doing, W e
c e l e b r a t e
I n d i v i d u a l i t y
2 0 1 6 D E S I G N S TA N D A R D S
AT T I T U D E
BOLD
B
i
g
E x p r e s s i v e U n a p o l o g e t i c Not
in
clearly
your
face
heard.
but Not
afraid to say what is needing
to
be
said.
2 0 1 6 D E S I G N S TA N D A R D S
SPIRIT
ACTIVE
We love it when things are energetic.
Celebrate life
and
the
enjoy
moment.
Be spontaneous and full of passion.
Get excited
about the work of God in us. Let’s focused not on our selves but others.
2 0 1 6 D E S I G N S TA N D A R D S
MANNER
JUXTAPOSED
Tension & contrast is key. Hand Crafted vs crisp & clean lines. White spaces vs dark spaces. Sophisticated vs sporty and active. First class vs Casual. Tailored but not scared to get to work.
2 0 1 6 D E S I G N S TA N D A R D S
DISPOSITION
BALANCED
Quite distinction:
Not
loud,
but
unique.
not
plain
Not in your face
& never to bold but unapologetic.
Not disrup-
tive or to artistic.
First
class but tamed, modest.
2016 DESIGN GUIDE
2016 DESIGN GUIDE
COMBINED EFFORTS FOR THIS MOMENT
Multiplying Churches OU R I CON RE P RE S E NTS OU R CORE G OA L O F COMB I NI NG CH U RCH E S FOR T H E ST RE NGT H E N IN G , S U P P ORT I NG & START I NG OF CH U R C H E S .
The multiple crosses represent the many churches coming together to charge forward for the Lord and our nation.
We need to strengthen, support and
start churches in the Northeast or loose America. The kingdom of God thrives & is never stronger when it units. The Door way to the church has a north facing arrow to it on purpose. We are pointing the rest of the country to the North from our geographical location. We want everyone to look the same direction we are, North on the east coast of our spiritually starving country.
2016 DESIGN GUIDE
2016 BRAND IDENTITIES
LOGOS
LO G O I CO N
S I G N AT U R E S
BRAND IDENTITIES
RISING LO G O
2016 BRAND IDENTITIES
2016 BRAND IDENTITIES
LOGO RULES Icon & signature identities should never be stacked or pulled together but used separate from each other.
COLOR CHOICES
2016 BRAND IDENTITIES
2016 BRAND IDENTITIES
COLOR BALANCE
White & Gold are the primary brand colors. Use our Stone Grey and H2O colors as accent colors. Percents represent how often to use color in designed piece.
WHITE
GOLD
50%
25%
0-25%
0-15%
STONE
H20
BRAND
COLORS Only ever use Northeast Vision colors.
COLOR SPECS
Use shades of our brand colors to build contract but never change the hue properties only the tint.
2016 BRAND IDENTITIES
HOUSE FONT GOTHAM MEDIUM & BOLD, Use Gotham Medium as your primary font. Use Bold font for Headings & Small Titles in all caps. Keep 200 units of tracking between letters.
GOTHAM LIGHT Use Gotham Light as an accent font but don’t use under 12pt size. Primarily use it as an all caps font.
GOTHAM BOOK G OT H A M & M E R C U RY ARE OUR HOUSE FONTS. PLEASE ONLY USE THESE FONTS. O C C A S I O N A L LY A N E X T R A F O N T O R T WO CAN BE USED BUT L I M I T T H AT T O V E R Y S P E C I A L O CC A S I O N S .
Use Gotham book as body text or when font size is 12pts or smaller in size with 75 units of tracking between letters.
ACCENT FONT
MERCURY DISPLAY ROMAN Use Mercury display Roman above 20pts in size only. This font adds contrast to your designs. Our brand is all about a “then & now juxtaposition” and using Mercury with Gotham does exactly that since Gotham is a very new font where is Mercury is a very old font.
MERCURY TEXT Use Mercury Text below 12pt Size as body text with 75 units of tracking. Use this font as a rarely to create sophistication or an extra amount of beauty. This font is build for small applications only. Notice the difference in beauty between the Text Heading and the Display Roman heading above. The display version is made for large format applications where as the Text versions are for small text applications.
2016 BRAND IDENTITIES
TONE
H O W W E WA N T P E O P L E T O F E E L When you view anything designed for Northeast Vision you should feel it’s cleanliness and it’s simplicity immediately & dominantly. It should speak to you with a voice that is bold but balanced. The voice should sound mature and steady but not old fashion. It should have a new and fresh feel to it and it should not feel like a clone of anything out there yet have a subtle familiarity to it. Almost every design created for us should feel like a computer put it together but you
BRAND
DESIGN MINDSET
touched it up with your grand fathers art kit before it went to be duplicated.
THE MANNER
H O W W E A C C O M P L I S H T H E F E E L I N G W E W A N T. For your design to feel clean and simple yet bold use a ton of white open spaces and do not clutter designs, minimize the amount of information seen to make it feel simple. Use Big Bold titles and fonts and simple thin fonts together to bring
The tone of a voice helps you identity wither you
attention to the bolder fonts. Utilize antique design & art tools combined with the
are wanting to listen to it or not. That is why we
most up to date design & art tools to give every design an element of maturity. Use
care about our tone and why we strive to define it
clean vector lines and shapes collaborated with watercolor brushes and hand crafted
and show how to represent it visually.
design elements to give every design it’s unique aesthetic. Use hand crafted design techniques of the past together with the most up to date design techniques known to man. Only allow about 20% of your design to have an artistic value to it to Not be disruptive or to artistic. Keep things first class but tamed and modest by using simple minimalistic design principles. Never use glossy paper or shiny elements. Stay authentic and away from any piece feeling like a clone by not using fake vector brushes or digital textures. Use real to life materials & textures: paper, wood, leather, canvas, inks, brushes, etc. Do not recycle hand crafted design elements but find new materials or reuse already used materials and re-purpose them to keep things active feeling, and not boring or uncreative. Keep things looking inspiring and authentic by only using images of big cities in the Northeastern United States. Our big cities are our mascots. But do not shy away from showcasing any other parts of the Northeast, suburbs, smaller towns, coasts, etc. As a primary focus though, use big cities in our imagery.
2016 BRAND IDENTITIES
NEVER
FORGET
BUILDING A BRAND takes vision. It takes passion and sweat. And perhaps most importantly, it takes discipline. The discipline to never waiver from your brand’s DNA and what your message to the world will be. We created these guidelines so the tenets of the brand are not just in the hearts and minds of a few, but in the hundreds of you who will touch this brand and share it with the world. It is impossible to overemphasize the importance of brand c o n s i s t e n c y. E n d l e s s s t u d i e s prove consistency increases awareness and helps cement an emotional connection to a brand. The more single-minded we are, the more powerful we will be. It’s that simple.
C
O
M
B
I
N
I
N
G
E
F
F
O
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T
S
FOR THIS MOMENT