Brand Guidelines October 18, 2013
Table of Contents
Everything You Need To Know
A. ABOUT US
B. Continued
1 Our Culture
18 Typography Typefaces & Weights
2 Who We Are
19 Typography Guide To Application
3 Brand History
20 Typography Kerning, Leading, Tracking & Paragraph Alignment
4 Brand Personality 5 Brand Values 6 Brand Pyramid
B. VISUAL IDENTITY 7 Naming 8 Logo Introduction 9 Logo Staging
C. Sub Brand Identity 21 Sub Brand Identity & Wordmark 22 Sub Brand Typography 23 Sub Brand Colour Palette 24 Sub Brand Accent Colour Usage
D. Examples Of The Brand In Use
10 Logo Minimum & Maximum Size
25 Lingo
11 Logo Black & White High-Res Bitmap
26 Fan Communication
12 Logo Black & White Vector
27 Photography Portrait Style
13 Logo Guide To Application
28 Photography Sketch Style
14 Logo Incorrect Use
29-31 Social Media
15 Colour Palette Guide To Application
32 Web
16 Colour Palette CMYK & RGB
33 Advertising
17 Colour Palette Pantones
34 PR 35-36 Merchandise
Damn Fools
37 Corporate Applications
About Us
We Know You’re Curious.
1 Our Culture 2 Who We Are 3 Brand History 4 Brand Personality 5 Brand Values 6 Brand Pyramid
Damn Fools
Our Culture Rock N Roll
1
Our Culture Is Rock Culture The Damn Fools brand is commited to paying homage to the essence of Rock N Roll. The band members grew up exposed to the Rock Culture of the 60’s and 70’s and they want to stay true to that culture and represent it in it’s truest form. Off The Floor, the band’s first album, draws upon and is inspired by those at the helm of what rock and roll is... The Beatles, The Rolling Stones, Tom Petty, CCR. The aim of this album album, as well as our brand as a whole, is to reflect the essence and culture of rock n roll and stay as true to that as possible, while at the same time creating a unique sound of our own, as an individuals and as a group.
Damn Fools
Who We Are
2
Band Bio
About Us After laying low for three years brothers Mike and Andrew Twining decided the path they were headed down as songwriters and musicians was ripe for a change. Taking refuge with their guitars, a handheld tape recorder and a collection of old LPs, they began their journey, writing songs stemming from the most vintage of musical idioms: classic rock, blues, soul and southern groove. Their appreciation for the way music was written, recorded and played in the 60’s and 70’s began to show in their songwriting. With former band mates (Fully Loaded), Chris Ball on bass, Jovan Vujatovic on drums, and lead guitarist, Alex Gordon-Firing, they refocused on their musical roots, ideologies and inspirations, and reformed under the name Damn Fools.
Continued Gordon-Firing’s extensive knowledge of vintage gear and blues music helped shape the direction of their sound. To achieve that same full sound as their influences, bands like the Rolling Stones, Led Zeppelin, the Beatles, Tom Petty, and the Black Crowes, they recruited keys player Mike Turner, who was raised on the same musical ideologies.
Damn Fools are... Mike Twining - Vocals Andrew Twining - Guitar Alex Gordon Firing - Guitar Chris Ball - Bass Mike Turner - Keys/ Organ
Damn Fools
Jovan Vujatovic - Drums
Brand History Our Past
The Formation of the B(r)and Prior to the formation of Damn Fools, 4 of the 6 members spent 7 years pursuing a different project that independently released two EPs, worked with award winning producers/songwriters, toured extensively across Canada, showcased at CMW for the Agency Group, achieved radio play across Canada, received awards and accolades for songwriting and performing and successfully licensed music to Film, TV, advertising and video games.
In January 2013 Damn Fools set up shop at Vancouver’s legendary recording facility, Mushroom Studios, with producer Dave “Rave” Ogilvie (Nine Inch Nails, Marilyn Manson, Mariana's Trench) to record their debut full length album – 4 days, 12 songs, live off the floor.
Damn Fools recently released their debut album "Off the Floor" June 22st 2013 and performed at the highly regarded KELOHA Music Festival in Kelowna. The band is currently in the top 20 bands for the Fox Seeds 2013 competition and have secured a spot opening for the Trews at the Vancouver Island Exhibition Festival - August 17th.
Damn Fools
3
Brand Personality
4
Our Design Foundation
Personality
Edgy
We want to be bold and stand out from the crowd. Our look is edgy and should make a statement and most of all it should scream rock n roll.
All our visual and verbal approach to communication has a consistent look and feel - an overall ‘style.’ These are the pricipals which guide our style.
Charismatic
Just like the personalities on stage, our brand is charismatic. There’s just something about us that you immediately find appealing, but perhaps you can’t quite put your finger on it.
Masculine
Our brand represents six guys... we can’t
Genuine
Despite our bold and edgy look and our
help but ooze masculinity!
masculine charm, our brand has a genuine human touch, a hand made, analogue element for people to connect with.
Energetic
Our designs are never static or rigid, they are spirited and represent the energy we bring to the stage and our craft.
Damn Fools
Brand Values
5
Our Guiding Standards
Values Our values help to shape our culture, they are our guiding standards and beliefs that inform everything we do, from
Honest & Fun
Personal
Fan Focused
Community Driven
Memorable Experience
Simplicity
Synergy
Performance Oriented
our visual identity to the way we conduct ourselves onstage.
Damn Fools
Brand Pyramid
6
Core Of Our Brand
‘Sketches’ As An Anlogy Of Precision Meets Imprecision. Mimics The Process Of Creating A Live Album. An Analogue Representation Of The Band’s Process.
Edgy, Masculine, Genuine, Energetic and Charismatic
Personal, Honest & Fun, Community , Simplicity, Synergy, Performance, Memorable, Fans Big Idea
Brand Personality
Brand Values
Consumer Benefits Consumer Rewards Product Features
Consumers will feel like a friend, appreciated, engaged, relaxed & like an insider.
Entertainment, Fun, Enjoyment, Satisfaction, Relaxation
Live/High Quality Recordings, Analogue Sound, Local Performances, Intimate Look at the Band’s Process and Personalities Damn Fools
Visual Identity Rock N Roll Style
7 Naming 8 Logo Introduction 9 Logo Staging 10 Logo Minimum & Maximum Size 11 Logo Black & White High-Res Bitmap 12 Logo Black & White Vector 13 Logo Guide To Application 14 Logo Incorrect Use 15 Colour Palette Guide To Application 16 Colour Palette CMYK & RGB 17 Colour Palette Pantones 18 Typography Typefaces & Weights 19 Typography Guide To Application 20 Typography Kerning, Leading, Tracking & Paragraph Alignment
Damn Fools
Naming
7
Brand & Sub Brand
The name Damn Fools is a vital part of our identity. The name was choosen after a myriad of other names were explored. Somehow all
DAMN FOOLS
the other choices seemed forced, unoriginal and unrepresentitive of who the member of the band were and what they represent. After the disbanding of a former musical venture, brothers Andrew and Mike were discussing how ludicris and insane it was for them to be trying to make it in the music industry... again. They were ‘Damn Fools’ for trying, but they would forge ahead and follow their passion for classic Rock N Roll.
The album name Off The Floor is a secondary part of the band’s identity. The name comes from the expression ‘Live Off The Floor’
OFF THE FLOOR
since the album was recorded entirely live. The process of recording live is an integral part of the band’s philosophy. They believe that recording live is like a snap shot in time and it captures human elements that add an authentic touch to the recording and final product.
Damn Fools
Logo
8
Introduction Kerning Adjusted - Width Aligned And The F and The S Balanced
Duke Typeface Fill All Upper Case
Hand Drawn Ink Texture Used As Fill
Typeface Set At Angle Of 8.2 Degrees
Definining Our Visual Identity Our visual identity starts with our logo, which is an essential part of the Damn Fools Brand. The elements that make up our logo are as follows: A. The Typeface Duke designed by James T. Edmondson for Lost Type Coop Duke Fill (not Regular or Shadow) in all upper case and the kerning adjusted so that Damn & Fools match in length and the F & S are well balanced. Duke Personality: This visual identity starts with the typeface “Duke,” which is both approachable and refined. It’s clean and minimalist defining it as contemporary, but with a slight vintage feel. It’s an appropriate typeface for a modern band that has strong roots in classic 60’s and 70’s rock.
B. Type Treatment: The treatment of hand drawn ink texture as a fill gives it an analogue feel. The texture is inspired by classic vinyl records. The typeface is also set at an angle of 8.2 degrees, which adds energy, movement and a touch of dramatic flair.
Damn Fools
Logo
9
Staging
Minimum Clear Staging Space
Logo Must Not Bleed
Staging the Damn Fools logo is important to the graphic identity of the brand. Under no circumstances should the Damn Fools logo be staged any other way than how it is presented here. The logo should never appear flushed to the trim line, nor should it ever bleed. The logo, when placed next to other design elements, should always retain a buffer on all sides. This buffer, defined by the values X and Y, protects the integrity of the logo and prevents other design elements from taking the spotlight away from the main headliner. The proportions of the minimum clear staging space, or the ‘safe
0.5 X
X Width
0.5 X
0.25 Y
Y Height
0.75 Y
area,’ should apply to all logo applications.
Logo Must Not Be Flushed to Trim
Damn Fools
Logo
10
Minimum & Maximum Size
Minimum Size
Min Size For All Brand Applications:
One Exception: Guitar Pick Application
0.47 inches
In order to preserve legibility and clarity, the Danm Fools logo must not appear below the minimum size shown to the right. The 0.78 inches
minimum size of the logo is 0.78 inches high and 0.64 inches wide. If
0.50 inches
printed smaller you may risk the legibility and integrity of the logo. The one exception to this rule is for guitar pick applications, the
0.64 inches
minimum size is deďŹ ned at 0.78 inches high and 0.64 inches wide, in order to retain the minimum clear staging space, while still maintaining legibility on a standard size guitar pick.
Maximum Size When using the vector based logo there is no suggested maximum
Guitar Pick Actual Size:
Dimensions DeďŹ ned
Bitmap Logo Max Size:
size. The sky is the limit! Inches
Centimetres
However, when using the high resolution bitmap version of the logo
Width: 33.069 in
Width: 84 cm
with the hand drawn texture, it is important to retain the logo
Height: 24.801 in
Height: 63 cm
integrity by not stretching the image so that it becomes pixelated. Please remember to print the logo no larger than:
Damn Fools
Height: 1.25 inches Width: 1.12 inches
Logo
Black & White High-Res Bitmap
11
Black Bitmap Logo The keystone to our visual identity is our logo. Whenever possible the high resolution bitmap logo should be used in place of the vector logo. We like character and the hand drawn ink texture used as ďŹ ll gives our logo a humanistic analogue appeal. The black logo should primarily be used in contrast with light or coloured backgrounds. If at all avoidable, the black logo should never be place on pure white.
White Bitmap Logo The white bitmap logo should be used as an alternative to the black and should be used on dark backgrounds. We strongly suggest that the white logo appear on black or dark grey backgrounds only. To maintain brand strength, consistent use of the logo is important. For additional information on when to use the bitmap textured logo or how to use the logo appropriately with the brand colours please refer to the following: Bitmap vs Vector Logo Usage
Page 13
Brand In Use Section
Page ____
Damn Fools
Logo
12
Black & White Vector
Black Vector Logo The vector logos can be used in place of the high-res bitmap when size or printing is an issue. The vecor logo will come in handy when printing images with one tint and when resizing images for large applications, such as stage/festival banners. The vector logo may also be used when the textured version simply does not work with the design. Again, the black logo should primarily be used in contrast with light or coloured backgrounds. If at all avoidable, the black logo should never be place on pure white.
White Vector Logo The white vector logo should be used as an alternative to the black and should be used on dark backgrounds. Just like the bitmap version, it is strongly suggest that the white logo appear on black or dark grey backgrounds only. To maintain brand strength, consistent use of the logo is important. For additional information on when to use the vector logo or how to use the logo appropriately with the brand colours please refer to the following: Bitmap vs Vector Logo Usage
Page 13
Brand In Use Section
Page ____
Damn Fools
Logo
13
Guide To Application
The Damn Fools name and logo are an asset to our identity and in order to maintain brand strength, correct and consistent usage is an absolute necessity. To help with consistency, here is a quick and dirty guide of when to use the bitmap logo with texture vs the vector based logo.
PRINT: • Full Colour Posters or Flyers • LP or CD Packaging • LP or CD Inserts
Bitmap Logo
• Vinyl or CD Labels • Signage WEB: (Either Can Be Used/Depends on Preference) • Social Media Skins or Profile Pictures • Website MERCHANDISE: • T-Shirts • Guitar Picks
PRINT: • One Tint Posters or Flyers • Corporate Stationary • Corporate Labels or Seals
Vector Logo
• Business Cards • Large Scale Banners or Signage WEB: (Either Can Be Used/Depends on Preference) • Social media skins or profile pictures • Website MERCHANDISE: • Water Bottles • Badges & Stickers
Damn Fools
Logo
14
Incorrect Use
General Rules 1. Don’t place logo on an angle or rotate.
2. Don’t elongate or stretch logo.
3. Don’t make a pattern/texture out of the logo.
4. Don.t straighten original angle of logo.
5. Don’t recolour the logo.
6. Don’t skew or attempt to make the logo 3-dimentional.
7. Don’t apply any effects to logo.
8. Don’t apply outlines.
9. Don’t place inside and/or add other elements.
Not Shown 10. Don’t combine with words, photos, slogans or symbols that might seem to create a hybrid mark. 11. Don’t display the logo in a way that suggests that a third party’s product is associated with the breand, or that the Damn Fools name is part of a third party’s product name. This requires a license agreement.
Damn Fools
1.
2.
3.
4.
5.
6.
7.
8.
9.
Colour Palette
15
Guide To Application
Colour Palette Description
Colour Values
The colour palette is predominately achromatic with black, off white and grey being the predominant focus, while complimentary blue and yellow are used as pops of colour. The yellow is predominant, while the blue is to be used soley as an accent. Black, white and grey provide an edgy contrast while also representing the black and white film look of analogue photography. The accent colours will contribute a modern approachable tone to the branding. The primary colour values, as defined above, are to be used first before any of the other values (listed on page 17 & 18). Primary Values #FEDDOC
Colour Weights
#182129
#1D1D1D
#F2F1ED
#000000
Suggested Application 5%
The dominant colours are Black, Grey and Off White and are to be
Primary Colours: Black 40%
10%
40%
Off White 15%
used as follows: BLACK: Primarily for text, backgrounds and main design elements.
Grey 30%
GREY: To be used as backgrounds and main design elements. Accent Colours:
OFF WHITE: To be used as text on contrasting grey or black
Blue 5%
backgrounds or as a background itself.
Yellow 10%
30%
The secondary colours are to be used as follows: YELLOW: The primary accent colour works beautifully as a pop of 15%
colour or accent against black or grey backgrounds and text. BLUE: An occasional accent colour that should be used sparingly and in contrast to the yellow or off white.
Damn Fools
Colour Palette
16
CMYK & RGB
COLOUR VALUES
OFF WHITE & BEIGE
GREY & BLACK
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
1 1 0 0
4 3 5 0
7 6 11 0
11 8 18 0
64 56 55 30
69 62 61 53
72 66 65 76
75 68 67 90
R G B
R G B
R G B
R G B
R G B
R G B
R G B
R G B
250 250 252
242 241 237
234 232 222
226 223 207
HXC HXC HXC HXC #FAFAFC
#EAE8DE
#F2F1ED
#E2DFCF
86 86 86
57 57
29 29 29
0 0 0
HXC HXC HXC HXC #565656
#393939
BLUE
#1D1D1D
#000000
YELLOW
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
84 68 56 60
82 70 58 69
79 70 61 76
75 70 63 82
2
3 17 98 0
5 29 100 0
7 41 100 0
R G B
R G B
R G B
R G B
R G B
R G B
R G B
R G B
29 43 52
24 33 41
20 24 30
15 14 19
HXC HXC HXC HXC #1D2B34
Damn Fools
57
#182129
#14181E
#0F0E13
9 99 0
254 221 12
248 205 22
241 183 16
234 160 10
HXC HXC HXC HXC #FEDDOC
#F8CD16
#F1B710
#EAA00A
Colour Palette
Pantone Process Uncoated
Damn Fools
17
Pantone DS2-4U
Pantone DS327-1U
Pantone DS5-1U
Pantone DS327-1U
Pantone DS18-2U
Pantone DS327-1U
Pantone DS26-3U
Pantone DS327-1U
Pantone DS325-3U
Pantone DS325-9U
Pantone DS325-2U
Pantone DS67-9U
Pantone DS325-1U
Pantone DS30-9U Pantone DS43-9U
Typography
18
Typefaces & Fonts
ANTONIO {LIGHT}
DUKE {FILL}
HEADER
LOGO
ACTOR {REGULAR} SUBHEADER
THIS IS A HEADER THIS IS A SUB-HEADER 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 tempor incididunt un labore anim.
THIS IS AN ALTERNATE HEADER
6
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.
ANTONIO {REGULAR} ALTERNATE HEADER
ANTONIO {BOLD} NUMBERS & HIGHLIGHTS
ACTOR {REGULAR} BODY TEXT
Damn Fools
Typography
19
Using The Brand Typefaces
ANTONIO {LIGHT}
Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.
ANTONIO {REGULAR}
Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.
ANTONIO {BOLD} Highlighting Key Words, Phrases & Numbers.
ACTOR {REGULAR} Body Text and Sub-Headers.
recognizable and it’s synonomous association with the brand will continue to grow with time . Due to it’s distinct qualities, it should be reserved soley for the logo typeface so that it’s affect on the audience is not diluted or lost. We don’t want it to loose the limelight!
Antonio is a reworking of a traditional advertising sans serif typeface and the versatile letter forms have been optimized for use as a webfont. Antonio’s condensed, narrow lines work well as a complementary typeface to the brand’s logo. Antonio Light should be used as the primary font for Headers and Headlines in most branding applications, epecially corporate stationary applications.
Antonio Regular should be used as an alternative to Antonio Light as a secondary option for Headers and Headlines. It should be used
02:30
Only used for brand logo.
Fools brand. It’s bold, confident and distinct appearance has made it
shame
DUKE {FILL}
The Duke typeface plays an important part in building the Damn
when legibility might be an issue, which may occur when using white text on a black or grey background.
“Those natural little errors th give it a huma tone are the o room for error t h a t e x i s t .”
Antonio Bold should be used sparingly in order to preserve it’s bold impact. It is especially suggested for use in highlighting key words, phrases and numbers. It could also be applied when creating typographic artwork for the brand.
Actor is a clean and modern san serif typeface that has a strong x-height. It compliments Antonio as the brand’s primary body text
Off The Floor Damn Fools
and balances out the condensed logo and headers. Because of the
strong x-height, it will ALWAYS require a fairly high line spacing. This font can also be used as a subheader.
Damn Fools
1
Typography
Kerning, Leading, Tracking & Paragraph Alignment
20
Quick Guide For best results when creating band artwork, editorial or web design, use a grid system to make sure the typography and other design elements are juxtaposed on angles that have the most impact. This will make the design stand out as being clean, modern and dynamic. Consistent use and treatment of the typefaces is also extremely important. The kerning, leading, tracking and paragraph alignment of the text all plays a huge role in the visual identity and perception of the brand. Bellow is an example and quick guide of how to set the type.
ANTONIO {LIGHT} 24 PT Leading: 29 point | Tracking: 60 | Kerning: Auto | Paragraph Style: Align Left Notes: The wider tracking makes legibility easier and adds more emphasis.
ANTONIO {LIGHT} 12 PT Leading: 15 point | Tracking: 30 | Kerning: Auto | Paragraph Style: Align Left Notes: The tracking should be double the point size to ensure legibility, especially
05:08
storm
when using 12 pt or smaller.
TAKE 1
Live vs. Modern Recording
´7 È `i¼ ¼iW ¼` { × Í § >× È > track and can do as many individual takes as needed to get your part right, but you loose that human touch."
OR
“ R e c o r d i n g l i v e i s l i ke p r e p p i n g f o r a g a m e . Yo u have to start your mental preparation, warm u p a n d t h e n i t ’ s g o t i m e . Yo u g o o u t i n t o t h e room and play your heart out. And hopefully × Í > È È i w ¼ ¿ È ¼ ¿ i W ` È ¼ × ¬·
ANTONIO {BOLD} 60 PT
12
Leading: 72 point | Tracking: 0 | Kerning: Auto | Paragraph Style: Align Left Notes: The tracking may need to be set if Antonio Bold is used with a smaller point size.
ANTONIO {BOLD} 133 PT Leading: 160 point | Tracking: 0 | Kerning: Auto | Paragraph Style: Align Left Notes: The tracking may need to be set if Antonio Bold is used with a smaller point size.
lly had to be
ACTOR {REGULAR} 9 PT
7i ¼i i>¼¿i`
ryone would
al little errors
Leading: 14 point | Tracking: 0 (30 for headers) | Kerning: Auto | Paragraph Style: Align Left Notes: The leading or line height should always be high, especially when using a smaller “There’s a storm that’s c o m i n g i n . . .”
1
Off The Floor Damn Fools
12
ACTOR {REGULAR} 12 PT Leading: 15 point | Tracking: 160 | Kerning: Auto | Paragraph Style: Justified Notes: The justified alignment and wider tracking gives the piece a deconstructed look that works with the sketch concept art. The leading or line height should always be fairly high when using Actor as a typeface.
ANTONIO {REGULAR} 24 PT Leading: 29 point | Tracking: 0 | Kerning: Auto | Paragraph Style: Align Left
Damn Fools
Notes: Wider tracking may need to be used if using this font for headers.
Sub Brand
Off The Floor Identity
Damn Fools
21 Sub Brand Identity & Wordmark 22 Sub Brand Typography 23 Sub Brand Colour Palette 24 Sub Brand Accent Colour Usage
Sub Brand Identity Off The Floor
21
The Formation of the Album Brand & Wordmark Off The Floor, the debut album, was recorded entirely live. The process of recording this way is an integral part of the band’s philosophy and process. The Damn Fools believe that recording live is like a snap shot in time, which is why the album was aptly titled after the expression, describing the traditional method of recording, ‘Live Off The Floor.’ This live analogue process was used to inform the creation of the sub brand identity. The sub brand identity’s focal point hinges on the ‘big idea’ of using sketches and photography as an analogy for the analogue process of creating a live album. The sub brand visuals all revolve around sketches, which have a similar ‘one take’ approach. Basically you have one take to get it right and that take is representative of a moment in time. This b(r)and is all about the process and capturing those genuine nostalgic moments. Sharing this with the fans is essential. They want to feel like they are a part of that process. The sub brand identity revolves around the wordmark, which is a typeface treatment of Antonio Light. The treatment was created with layers of brush textures and multiple blending modes to create an imperfect version of the typeface. The little imperfections such as textured edges and shades of grey represent the human elements found in live recordings.
Damn Fools
Sub Brand Identity Typography
22
Off The Floor Typography Usage The wordmark, which is a typeface treatment of Antonio Light, is to be used on the album cover and all packaging and brand applications related to or promoting the album. For additional applications, such as additional art work and track listing the album title can appear in the untreated Antonio typeface. Any of the below font weights may be used and will be applied depending on the needs of the individual application. See below for a quick and dirty guide to the font weight usage.
ANTONIO {LIGHT}
Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.
ANTONIO {REGULAR}
Headlines, Headers, Highlighting Key Words Or Phrases, Posters, Band Artwork.
ANTONIO {BOLD} Highlighting Key Words, Phrases & Numbers.
Damn Fools
Antonio’s condensed, narrow lines work well as a complementary typeface to the main brand’s logo. Antonio Light is the typeface used for the Off The Floor wordmark and can be used for Headers and Headlines in band artwork and most branding applications, including corporate stationary applications.
Antonio Regular should be used as an alternative to Antonio Light as a secondary option for Headers and Headlines in band art and applications. It should be used when legibility might be an issue, which may occur when using white text on a black or grey background.
Antonio Bold should be used sparingly in order to preserve it’s bold impact. It is especially suggested for use in highlighting key words, phrases and numbers. It could also be applied when creating typographic artwork for the brand and is used for the tracklisting of the album due to it’s boldness and legibility.
Sub Brand Identity
23
Colour Palette
Colour Palette Description
Colour Values
The colour palette for Off The Floor uses the same achromatic palette with black, off white and grey being the predominant focus. Pops of yellow are integrated into the designs as accents. Black, white and grey provide an edgy contrast while also representing the black and white ďŹ lm look of analogue photography. The accent colour provides a bit of electricity to the brand and designs. .
Primary Values #FEDDOC
Colour Weights
#575757
#1D1D1D
#F2F1ED
#000000
Suggested Application 5%
The dominant colours are Black, Grey and Off White and are to be
Primary Colours: Black 40%
10%
40%
Off White 10%
used as follows: BLACK: Primarily for headers, headlines, body text and design
Greys 45%
elements such as sketches and accent graphics. Accent Colours:
GREY: To be used largely as backgrounds and main design elements.
Yellow 5%
OFF WHITE: To be used as text on contrasting grey or black backgrounds and overlaying photography. Also to be used as
30%
sketches and accent design. 15%
The accent colour yellow to be used as follows: YELLOW: The primary accent colour works beautifully as a pop of colour or accent against black or grey backgrounds and text.
Damn Fools
Sub Brand Identity
24
Accent Colour Usage
A Not So Mellow Yellow The bold accent yellow was chosen because of it’s energetic, stimulating and intensly charasmatic feeling. These qualities reflect the b(r)and personality and edgy Rock n Roll style. This Yellow is used as the only accent colour in the branding of the sub brand, Off The Floor. The yellow used is a bright ‘electric’ yellow, which adds a modern flair to the achromatic ‘old film’ look. On each page, the yellow should not exceed 5% of the total colours used. It shoud be used in blocks to highlight headers, headlines, quotes and important bits of text. The blocks of yellow should always bleed off the page or extend to the full length of the block of text. It should not cut off the text in any way and should highlight the full quote or header. The yellow should always appear in the shape of a rectangle and the text should be aligned left or right and centered. Bellow is an example of the incorrect and correct usage.
Incorrect Usage
Incorrect
Incorrect
Incorrect
Incorrect
5%
Correct Usage
02:30
05:08
shame
storm
10%
TAKE 1
Live vs. Modern Recording
´7 È `i¼ ¼iW ¼` { × Í § >× È > track and can do as many individual takes as needed to get your part right, but you
“Those natural little errors that give it a human tone are the only room for error t h a t e x i s t .”
1 Off The Floor Damn Fools
Damn Fools
loose that human touch."
OFF THE FLOOR
“ R e c o r d i n g l i v e i s l i ke p r e p p i n g f o r a g a m e . Yo u have to start your mental preparation, warm u p a n d t h e n i t ’ s g o t i m e . Yo u g o o u t i n t o t h e room and play your heart out. And hopefully × Í > È È i w ¼ ¿ È ¼ ¿ i W ` È ¼ × ¬·
Thoughts On Recording Live
30% 15%
12
Recording live was an interesting excercise for us because you really had to be È § v × Í¼ {> i¬ >W M> ` i Mi¼ >` È i ¼ wÖi` §>¼È¿¬ 7i ¼i i>¼¿i` like f@#! to prepare, but in the end you had to have faith that everyone would do their part. There was very little margine for error. Those natural little errors that give it a human tone are the only room for error that exist.
“There’s a storm that’s c o m i n g i n . . .”
1
Off The Floor Damn Fools
40%
12
Brand In Use
Examples & Applications
25 Lingo 26 Fan Communication 27 Photography Image Style 28 Photography Sketch Style 29-31 Social Media 32 Web 33 Advertising 34 PR 35-36 Merchandise 37 Corporate Applications
Damn Fools
Lingo
Communication Guideline
Language Engage Audience Be Approachable
25
The language used throughout all branding materials should be approachable, engaging, friendly, casual, nostalgic, inspiring and passionate. The language should engage fans, aid in telling the bands story and make the fans feel like they belong to a community of like minded people. The language used in brand applications:
Inspire Others
- Packaging & web applications should have an approachable and engaging narrative feel.
Be Passionate
- Social media should be casual and approachable.
- Editorial applications should feel legite like ‘they can talk the talk.”
Language Example:
.
Tone Of Voice
Editorial: “The Damn Fools began their journey, writing songs stemming from the most vintage of musical idioms: classic rock, blues, soul and southern groove.”
A message is better read when it’s simple to understand. Be direct and talk the language of the fans. They will appreciate the commonalities between
Don’t over complicate.
them and you.
Down to earth.
Don’t be afraid of colloquialisms - or should we say - don’t be afraid of plain and simple
Tell it like it is.
language. Don’t be afraid of using industry or music terms and phrases. You walk the walk, so why not
Talk the talk.
talk the talk.
Personable & Familiar.
Don’t be afraid of showing personality and using humour. A smile or laugh goes a long way. Language & Tone Example:
. Damn Fools
Social Media: “Playing at the Sin Bin tonight. We’ll see you there!”
Fan Communication Part Of Our Inner Circle
26
Our Community The Damn Fools fans are an important part of our community. We want to engage and include them in every way possible. They should feel a close afďŹ nity to the b(r)and and should feel like they are insiders and know the band members. We want to give them intimate insider information and extra value through the way we engage with them live, through social media, our web presence and the products we offer. Whenever possible, it is important to provide insight into the recording process, jam sessions and behind the scenes at performances so that our audience feel like friends and are engaged and want to continue to be a part of the band’s inner circle. Live shows should feel like a house party and the online experience should feel like the aftermath where friends share insider jokes and funny stories of what happened the previous night.
Damn Fools
Photography Image Style
Portrait & Group The pictures we use are expressive, show real emotions and are staged, cropped and/or eddited for maximum effect. The photos should be full of personality and should feel authentic. They should allow the user to identify with the subject matter. The personality of each band member should be celebrated and shared, especially with portrait or group shots. We want the fans to get to know us. Black and White is prefered over colour. The black and white shots should be processed as if it were ďŹ lm stock in order to give it an analogue feel. If colour is used, the saturation and contrast should be adjusted so that the colours are not too saturated or distracting. Consideration should be paid to pairing images. Never run photos together that depict all the same camera angles and emotions. The juxtaposition of images tells a bigger, more engaging story. .
Damn Fools
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Photography Sketch Style
Sketch Treatment The Off The Floor photographs should always be in black and white. The treatment of the photography has added film grain, sketch overlays in contrasting black and white, as well as blended and painted textures. Each sketch represents an individual ‘take,’ it may have imperfections, but it gives each photo a slightly different feel. Each photo balances the imperfection of the lines with the percision and perfection of the instrument and photography. Consideration should be paid when pairing the images. Never run photos together that have the exact same treatment or similar sketch lines or depict similar camera angles. The juxtaposition of images should tell a story. .
Damn Fools
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Social Media
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Communication Guideline Off The Floor Promotion
Black & White Film Style Photos
Online Engagement Social Media is a powerful tool and one of the best channels with which to engage fans online. Currently our primary online engagement happens through Facebook, Twitter, Instagram and You Tube. When using SM it is important to uphold the brand name and present a consistent and cohesive message and look. The photos posted online should be tasteful and should follow the general rules laid out in this guide (page 27 &28). Of course with social media, not all of the photos can be taken by a professional, however all photos should present the band and the brand in the best light possible. Consistency is key. The same goes for language. The most important rule is to be casual, friendly, genuine and honest and uphold the brand values. In the case of special promotions or an album launch, it may be necessary to create SM Skins that promote the product. These should follow their own sub-brand identity guide, as well as work in a cohesive way with the primary brand. Check out the examples for a general guide.
Damn Fools
Social Media
Communication Guideline
30 Logo as Profile Icon
Twitter Skins
Alternate Profile Icon
Off The Floor Promotion
Enlarged Profile
Damn Fools
Social Media
Communication Guideline
31
Upholding the Brand Online The Twitter, Facebook and Bandcamp all have a cohesive look. The brand and sub-brand are working together to keep a consistent look. Similar textures, colours and photos are used. The sub-brand, Off The Floor’s sketcy and grungy look is balanced the clean and only slightly textured photography. The grainy ďŹ lm stock look also matches the sub-brands more gestural analogue look.
Off The Floor Promotion
Black & White Film Style Photos
Damn Fools
Web
Guide To Application
32
Bandcamp
Web Presence Every band is online, which is why our web presence has to stand out. Aside from live shows, our online presence is the sole channel through which fans can access our products. The design of our web presence should be consistant through all channels. The layout of each page has to deliver information in a clear and consise way. The structure should also encourage purchase of our album and other merchandise in a tastefull, non obstructive manner. Our current web presence, aside from Social Media, includes a Bandcamp Site, which is currently acting as our website. The site is currently promoting the band’s debut album and follows the sub-brand guideline. In the near future we will also have a rockin website of our own that will act as our central hub for everything ‘Damn Fools’ related.
Damn Fools .
Advertising
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Connecting With The Audience
Strategy & Benefits Any online promotions and advertising should lead with a motivating consumer benefit. The benefit should focus
Live Performance
High Quality Recordings
Extras
Insider Details
Memorable Experience
Feel Like A Friend
Audience Engagement
Performance Oriented
on the experience that the Damn Fools can provide. This should be done through a descriptive headline and a photo or other visual medium that accurately represents the b(r)and. It should be engaging and full of personality. CTA’s should be tastefull and avoid abnoxious pop ups or extra steps for the consumer. They should also be creative and not just run of the mill... that’s boring. Always keep in mind the core brand benefits!
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Damn Fools
PR
The Indie Band’s Friend
PR Guideline Advertising can be very useful, but it’s relatively expensive and not always practical for an indie rock band. PR can be just as effective and it’s free! Public Relations is the easiest way to communicate with consumers at large. Here are some rules to follow: 1. Approach PR and media relations with an honest, genuine and open disposition: have fun, laugh, play and be open, friendly and cheeky... basically be yourself. 2. Never ignore the media, there’s nothing wrong with casually admitting “I don’t know.” You can always tell them that you can find the answer and get back to them. 3. Always have an EPK and Press Kit ready to go with copies of the logo (optimized for both print and web), band bio, photos, posters, promos, etc. Pictured is an interview with vancitybuzz, a successful example of Damn Fools PR. Read the rest here: http://www.vancitybuzz.com/2013/07/keloha-
Damn Fools
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Merchandise
Primary Brand Extensions
35
Branded Merchandise Branded merchandise is an extention of the b(r)and and should follow the guidelines laid out in this manual. Always consider logo usage, colour palette, language, tone and overal aesthetics and quality. Our merchandise should always be more than just our logo slapped on an item, it should have meaning and value and should share the band’s story and personality with the audience in creative ways.
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Damn Fools
Merchandise
Primary Brand Extensions Cont’d
36
Usage The upcoming release of the Special Edition Off The Floor LP is the perfect example. The aesthetics of the packaging were inspired by the band’s personal journey of recording their first album. The concept art and photography blends precision (clean lines & typography) with imprecision (gestural drawing, hand made grunge textures & portrait photography), representing the creative challenges that come with recording an album live. The LP also offers the consumer something extra, such as an editorial style booklet that shares the band’s journey. It offers the fans an inside look at what it takes to create an album and record live. It includes everything from candid discussions, to insights about the formation of the band, their recording process, musical idols and the themes and stories behind the songs.
Damn Fools .
Corporate Applications
Extending The Brand to Corporate Usage
37
Quick Guide Applications to corporate or novelty items may use either version of the logo and should be judged on a case by case basis. The guide to logo usage should be consulted to insure the integrity of the brand. The items which you apply the brand to should be chosen with care and should come from reputable suppliers with high quality products. The items chosen should have relavance to the b(r)and... in other words, don’t just slap a logo on an item just to have branded items. A branded computer mouse and mouse pad, for instance has little to do with a Rock n Roll band. If the designer designing your merchandise does not provide printing instructions, printers will be of great importance. Find a printer and make them your friends! They will be the difference maker in bringing an awesome design to life by helping you chose the right card stock, printing techniques and ink choice.
Damn Fools