Brand Identity Manual & Guide
Jan 2013 (edited Aug 2013)
Introduction Basic Standards Color Typography Stationary System Applications
Brand Identity Manual & Guide
The following document includes instructions and suggestions on how to apply the above logomark to ensure brand fidelity and consistency.
Brand+Name Here corporatemanual identity manuals & guidesNewark Office of Film identity & guide Television
Table of Contents
1.0
Introduction
2.0
Basic Standards
3.0
Color
4.0
Typography
5.0
Stationary System
6.0
Applications
7.0
Glossary
page number 3 from Page 3 oftotal 2527 pages
1.0
identity & guide Newark Office of Film + Name Television Brand Here corporate manual identity manuals & guides
Introduction
introduction
identity & guide Television Brand+Name Here corporatemanual identity manuals & guidesNewark Office of Film
Introduction
Brief overview of manuals and guides This manual is a reference for staff,
The Newark Office of Film + Television’s
members, partners and vendors who
name, wordmark and logos are prop-
need to understand the philosophy of,
erty of the Newark Office of Film and
necessity for and process of Brand
Television. None of these elements may
Management. The accompanying Brand
be used to designate a social, busi-
Management Tool Kit is a resource for
ness, political, religious, or any other
those who need to undertake specific
organizational endorsement, without the
brand management activities.
approval of the NOFT.
The Newark Office of Film + Television
If you have any questions concerning
(NOFT), as the official film office of the
the use and approval of any NOFT
City of Newark, aims to advance the
branding components, please contact:
production and success of film, media and entertainment arts in the city of Newark, NJ. The NOFT brand and its components communicates NOFT’s vision and values and, as such, must be used in a consistent manner.
page number 5 from Page 5 oftotal 25 27 pages
Newark Office of Film + Television O’Brien E. Kelley Director ob@newarkfilmtv.com 917.375.3092
2.0
identity manual guide& guides Newark Office of Film + Television Brand Name Here corporate identity & manuals
basic standards
identity & guide Television Brand+Name Here corporatemanual identity manuals & guidesNewark Office of Film
basic standards
The Logo
21 px
6 px
3 px
6 px
3 px
white space
white space
3 px
white space
6 px
The logo interplays the black
Alternate
white space
white space
Original
The RGB triangles create a sense of
The Gotham font is both a modern
background with the primary RGB
motion amid negative space, and
favorite and of timeless design,
colors, from which all colors can be
represent the many puzzle pieces
which makes it relatable to artists
created, just as a black screen can
required for a successful film/TV/
and producers.
come alive with all the colors of
web production.
movies.
“E Pluribus Unum� (Out of Many, One)
Finally, the logo was crafted to The square logo communicates
display effectively on dark back-
It pays homage to the B&W origin
balance, and optimizes social media
grounds via the alternate version.
of cinema, and to the vibrancy of
usage.
creativity. page number 7 from Page 7 oftotal 25 27 pages
- Founding motto of the United States of America
identity & guide Newark Office of Film + Television Brand Name Here corporatemanual identity manuals & guides
basic standards
Surrounding Space For Print & Web A prescribed amount of clear space
The use of the favicon graphic may
around the logomark should be
be used in small or tight display
maintained at all times. No other
spaces (see below).
type, graphic or text element may Blue Square Is Cap Height
appear within the prescribed clear space.
Clean area for Complete Logo Elements
Clean area for Complete Logo Elements (Alternate)
Clean area for Favicon and Logotype
2 px 3 pixel
NEWARK OFFICE OF FILM + TELEVISION
2 px 1 px
5 pixel
1 px page number 8 from total 27 pages
Page 8 of 25
identity manual & guide Television Brand+Name Here corporate identity manuals & guidesNewark Office of Film
basic standards
1
2
Unacceptable Uses It is extremely important for brand success that the logotype and signatures be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements. The examples on this page illustrate unacceptable displays.
3
4
1. Do not distort any portion of the logotype/logomark. 2. Do not crop any portion of the logotype/logomark. 3. Do not tilt the logotype/logomark. 4. Do not rotate the logotype/logomark. (An obvious exception to this guideline would be a vertical street pole banner with logo appearing as the primary element in a vertical position by necessity.) 5. Do not flip the elements in the logomark. 6. Do not cover any components of the logomark with other shapes
5
6
or colors.
Page 9 oftotal 25 27 pages page number 9 from
3.0
Brand Name Here identity & guide& guides Newark Office of Film + Television corporatemanual identity manuals
logotype fonts
identityidentity manual & guide Film Name + Television Here corporate manuals & guides Newark Office of Brand
typography typhography
Corporate Fonts Typography is one of the most recognizable elements of an identity and helps portray the personality of an organization. The typefaces shown here are examples of members in the chosen font families.
Beautiful Gotham Font Family
Typefaces from the same font family that are not listed here may be
Gotham Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ // abcdefghijklmnopqr stuvwxyz // 1234567890 // !@#$%^&*()
Gotham Medium ABCDEFGHIJKLMNOPQRS TUVWXYZ // abcdefghijklmn opqrstuvwxyz // 1234567890 // !@#$%^&*()
Gotham Book ABCDEFGHIJKLMNOPQRST UVWXYZ // abcdefghijklmnopqrstuvwxyz // 1234567890 // !@#$%^&*()
Gotham Light ABCDEFGHIJKLMNOPQRST UVWXYZ // abcdefghijklmno pqrstuvwxyz // 1234567890 // !@#$%^&*()
Gotham Medium Italic ABCDEFGHIJKLMNOPQRS TUVWXYZ // abcdefghijklmn opqrstuvwxyz // 1234567890 // !@#$%^&*()
Gotham Bold ABCDEFGHIJKLMNOPQRST UVWXYZ // abcdefghijklmnopqrstuvwxyz // 1234567890 // !@#$%^&*()
page number 11 11 fromoftotal Page 25 27 pages
identity manual guide& guides Newark Office of FilmBrand + Television Name Here corporate identity & manuals
4.0 colors
identity & guide Television Brand+Name Here corporatemanual identity manuals & guidesNewark Office of Film
colors
Corporate Colors Consistent use of color can help build strong brand recognition. This makes it possible for an organization to “own� a certain set of colors, by leaving a lasting impression through identification of the organization with that specific color palette.
Primary Corporate Colors
Secondary Colors
PANTONE Matching System
CMYK Matching System
WEB Matching System
PMS Red 186
PMS Blue 7460
PMS Green 382
C 0 + M 100 + Y 81 + K 4
C 100 + M 32 + Y 13 + K 30
C 46 + M 4 + Y 100 + K 0
R 227 + G 24 + B 55
R 0 + G 133 + B 183
R 152 + G 194 + B 61
page number 13 13 fromoftotal Page 25 27 pages
+ C 100
+C0
+C0
+ C 100
+ C 100
+M0
+ M 100
+M0
+ M 100
+ M 90
+Y0
+Y0
+ Y 100
+Y0
+Y0
+K0
+K0
+K0
+K0
+K0
Accent Colors
+C0
+C0
+C0
+C0
+C0
+M0
+M0
+M0
+M0
+M0
+Y0
+Y0
+Y0
+Y0
+Y0
+ K 100
+ K 70
+ K 30
+ K 20
+ K 10
colors
identityidentity manual & guide Newark Office of Film Television Brand+Name Here corporate manuals & guides
Color Reproduction The NOFT logomark shall either be reproduced in full-color (4C) process or in monochrome as illustrated below. The NOFT logomark shall not be reproduced in two or three-color formats.
Monochrome Reproduction
page number 14 from total 27 pages
Page 14 of 25
colors
identity manual & guide& guides Newark Office of Film + Name Television Brand Here corporate identity manuals
Screens and Shades
Pantone Red 186
The color palette can be increased
The tints shown here are examples
by using screens and shades that
of this range. Additional screens
originate from the primary colors.
and shades can be used as well, according to the needs of the
The primary colors are shown in the center of the palette range. Pantone Blue 7460
The lighter tints are created by screening the primary colors against white. The darker tints (shades) are created by adding
Pantone Green 382
black to the primary colors.
page number 15 15 fromoftotal Page 25 27 pages
application.
identity manual guide& guides Newark Office of FilmBrand + Television Name Here corporate identity & manuals
5.0
stationary system
identity & guide Television Brand+Name Here corporatemanual identity manuals & guidesNewark Office of Film
stationary system
Left Margin 1,5”
Stationary System The stationery standards provided in the following pages are an essential part of the logo visual identity system and are to be used by all units.
Left Margin 3.5” Month, Day, Year
Dear Ms. Doe:
Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq
Standard Letterhead
uipsum ver illaor iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem.
Voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat.
Sincerely, John Smith Title
Logotype
:: PMS Blue 7460
Address block text
:: Gotham Light
Color
:: Black
Size
:: 8.5” x 11”
page number 17 17 fromoftotal Page 25 27 pages
identity manual & guide Newark Office of Film + Name Television Brand Here corporate identity manuals & guides
stationary system
Mini Card - Front
Margin 0,25”
Logotype
:: Black, PMS Blue 746
Address block text
:: Gotham, Gotham Light
Color
:: PMS Blue 746
Size
:: 2.75” (70mm) x 1.10” (28mm)
Mini Card - Back
Margin 0,25”
Logotype
:: White, PMS Blue 746
Address block text
:: Gotham Bold, Gotham Light
Color
:: PMS Blue 746, PMS Red 186, PMS Green 382
Size
:: 2.75” (70mm) x 1.10” (28mm)
page number 18 from total 27 pages
Page 18 of 25
application
identity manual guide& guides Newark Office of Film + Name Television Brand Here corporate identity & manuals
Margin 0,5”
Envelope - Front
Newark Office of Film + Television (NOFT) 164-B Delancy Street Newark, NJ 07105, USA www.newarkfilmtv.com
Margin 0,5”
Logotype
:: White
Address block text
:: Gotham Light
Color
:: PMS Blue 7460, PMS Red 186, PMS Green 382
Size
:: #7.75 Monarch envelope 3.875” x 7.5”
Margin 0,5”
Envelope - Back (seal with sticker)
Logotype
:: White
Address block text
:: None
Color
:: PMS Blue 7460, PMS Red 186, PMS Green 382
Size
:: #7.75 Monarch envelope 3.875” x 7.5”
Margin 0,5” page number 19 19 fromoftotal Page 25 27 pages
6.0
identity & guide& guides Newark Office of Film + Television Brand Name Here corporatemanual identity manuals
application
application
identity & guide Television Brand+Name Here corporatemanual identity manuals & guidesNewark Office of Film
Web Website Home Page newarkfilmtv.org / newarkfilmtv.com
Facebook Page facebook.com/newarkfilmtv
Vimeo Channel vimeo.com/channels/newarknj
Twitter Page (not pictured) twitter.com/newarknj Displayed on this page are screengrabs of some of the Newark Office of Film + Television’s pages on the web. These pages are subject to frequent changes. page number 21 from total 27 pages
Page 21 of 25
application
identity & guide Brand Name Here Newark Office of Film + Television corporatemanual identity manuals & guides
Merchandise Examples
T-shirt Baseball Caps Mugs Pins Shopping Bag
This page shows examples of acceptable uses of the visual identity system on merchandise.
page number 22 22 fromoftotal Page 25 27 pages
identity & guide Television Brand+Name Here corporatemanual identity manuals & guidesNewark Office of Film
application
Signage
Outdoor Signage Indoor Signage
Displayed on this page are examples of the potential exterior and interior
Film
signage design. These examples are not graphic design suggestions, but
Television Web Series
rather examples of how the logomark may be displayed on signage.
Music Videos Explore. Partner. Create.
page number 23 from total 27 pages
Page 23 of 25
7.0
identity manual guide& guides Newark Office of Film + Television Brand Name Here corporate identity & manuals
glossary
identityidentity manual & guide FilmName + Television Here corporate manuals & guides Newark Office of Brand
glossary
Glossary Cap Height // A unit of measurement describ-
of both, that is used to represent a product,
ing the height of the left vertical of the large
company, organization, or other entity.
initial Letter in the logotype. This unit is used when establishing the clear space for the logo-
Logotype // A logo composed of type.
Supplementary Color Palette // A selection
Unit Signature // The typographic addition to
of colors designed to supplement the primary
the logotype that may be used to designate a
color palette for use in all related communica-
specific unit.
tions except the logo itself.
type or signature. Logo / Logomark // A generic term for a
Tag Line // A slogan used to support the
X-Height // A unit of measurement describing
Color Palette A // selection of specific colors
unique graphic symbol, used interchangeably
identity.
the height of the small letter in the logotype.
that are chosen to coordinate, contrast, or
with “logo.”
harmonize, as an aide to maintaining a desired
This unit is used when establishing the location of the informal seal and/or unit signature relative to the logotype.
degree of consistency within a visual identity
Master Brand // The overarching identifier of an
sheet and all standing and serial elements in
system.
entity or organization. Also an identity strategy
place on a master page, used for publications
that applies the name of the overarching brand
following the same design.
Font // A complete set of type of one size and
to all subunits. Typeface // The set of characters including up-
face. Museo 12 point is a font.
:)
Template // A fi le with an associated style
Primary Color Palette // The core selection of
percase and lowercase alphabetical characters,
Identity Manual // A formal reference document
identifying colors that are used in a logo. The
numbers, punctuation, and special characters. A
establishing technical and creative standards
official logo used on legal or ceremonial docu-
single typeface contains many fonts of different
for a visual identity system. Typical standards
ments, often rendered within a circular shape.
sizes and styles. Garamond is a typeface.
include descriptions and specifi cations for
Serif/Sans Serif In typography, a sans serif
reproducing the logo or logotype, stationery
typeface is one that does not have the small
Type Family // A group of fonts of the same
system, common print and web applications,
thorn-like features called “serifs” at the end of
basic design but with different weights and
and examples of use on merchandise.
strokes within letters.
proportions. Museo is also a type family.
Logo // A generic term for a unique graphic
Signature // The combination of the logotype
Units // Subdivisions of the overarching
symbol, display of a name, or a combination
with an additional more specifi c identifier.
organization.
page number 25 from total 27 pages
Page 25 of 25
Brand Identity Manual & Guide
Created by DreamPlay, LLC. © 2012, 2013 // Brand identity manual & guide. All Rights Reserved.
®