Standards Manual
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Table of Contents
Introduction 5 Logotypes 7 Primary Mark: Full Color 8 Primary Mark: One Color Positive 9 Primary Mark: Reversed Out 11 Secondary Mark: Full Color 12 Secondary Mark: One Color Positive 13 Secondary Mark: Reversed Out 14 Secondary Mark: Horizontal 15 Minimum Sizes: Full Color 16 Minimum Sizes: Other Color Options 17 Required Buffer Space: All Marks 18 Inappropriate Uses 21 Identity System 23 Graphic Elements 25 Primary Color Palette 26 Secondary Color Palette 27 Typefaces 29
Business System 31 Business Card 33 Letterhead 34 Envelope 35 Business System Set 36 Business Card Specs 37 Letterhead Specs 38 Envelope Specs 39 Applications 41 Website 42 Promotional Advertisement 44 Candle 45 Mug 46 Tag 47
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Introduction
Area is a business where art and travel meet. As their tagline states, the pieces that are seen at Area come from around the world. When stepping into Area, the customer gets a slight taste of what traveling to these far off places would be like. From pottery to furniture to greenery, the buyers at Area have hand-picked it all. This business offers decorative elements for indoor, outdoor, living, studio and work spaces; that’s why “Area� was the most appropriate name. Area takes pride in their gallery space. Local as well as national artists have had their work featured in our gallery. Area is an advocate for up and coming artists. This business supports artisans by providing a gallery as well as selling their pieces within the store. The aim of this business is to provide the customer with an educational experience. The employee promise is to share their knowledge on the pieces with the visitor. Area believes that information and education is to be shared. Whether the customer is merely showing interest in an item or at the register, the employee will share their knowledge with the customer so they have an understanding of what they see. Area is more than a store. It is a place where individuals are able to get inspired and educated. Area is invested in their customers experience and making sure that they walk away knowing a little bit more than they did when they came in.
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Standards Manual
Logotypes
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Primary Mark: Full Color The logotype that is for the primary mark features four objects that represent what Area offers; vintage items, antiques, collectables. The word mark under the logo stands as a sturdy base. Avenir Heavy was the chosen typeface for the word mark and Avenir Medium Oblique is used for the tag line. The mark is still considered “primary� without the tagline as well. The full color variant is to be used in the provided colors and not other. The primary logo, word mark and tag line are not to be altered when it comes to color or typeface. This logotype is to be used whenever a full color option is needed.
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Primary Mark: One Color The one color marks are to be used when muli-color processing is not available. If color is completely out of question, black is the most appropriate to use. If one color is available and black is not applicable, the color “Medium Wine� is to ne used. Black and Medium Wine are the only colors to be used when limited to one color. However, when printing on black, white is applicable (see page 11).
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Primary Mark: Reversed Out Marks that can only be printed with single color processing can also feature a white version of the logotype. If color is desired, Medium Wine is the only possible color to use. When color processing is unavailable, white on black is appropriate. For smaller versions of the reversed out logotype, use the unit without the tagline. This way, the type will not get lost.
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Secondary Mark: Full Color Full color secondary marks are to be used when multicolor processing is available. For applications that require a mark that is smaller than the minimum sizes allowed for the primary mark, use a secondary mark. Secondary marks can be used when the usage of the primary mark would be overpowering to the application and take away from the presented content. For instance, secondary marks can be applied as water marks on photos, stamps, or labels attached to items.
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Secondary Mark: One Color One color secondary marks are to be used when multi-color processing is unavailable. Like the full color primary mark, applications that require a mark that is smaller than the minimum sizes allowed for the primary mark, use a secondary mark. When single color is the only process available, Medium Wine is the only color that is to be used. One color black versions of the logotype are to be used when color printing is unavailable.
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Secondary Mark: Reversed Out One color secondary marks that have been reversed out are to be used when multi-color processing is unavailable. When single color is the only process available, Medium Wine is the only color that is to be used. When printing on black, white is the only option. If producing material with Medium Wine as the background, white is the only appropriate color.
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Secondary Mark: Horizontal The horizontal mark is to be used in situations when the primary word mark is too tall. It is also to be used when the application requires both logo and word mark together. Presented is the full color version. However, the mark can be executed as a single color, (back or Medium Wine) or if printing on black or a Medium Wine background, full color white is to be applied.
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Minimum Sizes: Full Color All minimum versions must be scaled proportionately. If not, strokes and weights will become too bold and heavy. No mark should be smaller than 1 inch. The smallest logotype without the tagline is 1 in and the largest with the tagline included is 2 inches. Any mark smaller than 2 inches will make the tagline illegible 1.5″
1.0″
1.75″
2.00″
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Minimum Sizes: Other Color Options
0.75″
0.75″
1.25″
1.25″
1.50″
1.50″
Like the full color options, all minimum versions must be scaled proportionately. No mark should be smaller than 1 inch. As shown here, when single color processing is available, Medium Wine is appropriate. When color is unavailable, black should be applied to white and vice versa. For secondary marks, the minimum size for the logo without text is .75 inches and the smallest size for a mark with text included is 1.5 inches.
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Required Buffer Space: Primary Mark The buffer space for the primary mark is presented by the ‘A’ from the wordmark. No other elements are to interfere with the logotype and break the boundary of this clear space. The buffer room gives breathing room for the mark to live.
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Required Buffer Space: Secondary Mark Similar to the buffer space for the primary mark, the secondary mark’s buffer space is presented by the ‘A’ from the word mark. If the secondary mark being used does not have the word mark in it, the mask from the logo from the upper left-hand corner is to be used. No other elements are to interfere with the logotype and break the boundary of this clear space. The buffer room gives breathing room for the mark to live.
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Inappropriate Uses 1.
2.
Presented are four examples of what should not be done when recreating or manipulating the logotype and it’s elements. Example 1 shows to not use alternative typefaces for the word mark. “Area� is to be typed in Avenir Heavy with 0 tracking. Example 2 shows that all elements are to be scaled proportionately. Resizing of the mark should never be stretched in any direction
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Example 3 shows that any color that is not presented in the standards manual as appropriate usages of the mark are not permitted. Example 4 shows that strokes need to be scaled proportionately. Widening of forms is not appropriate for the mark. Every element must retain its shape.
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Standards Manual
Identity System
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Graphic Elements The graphic elements shown are the forms that make up the logo. Besides the text used for the word mark and tagline, these shapes are all featured in the logo. Shown are the elements in full color, one color (Medium Wine) and black. Sizes of these shapes may vary depending on the size of the mark. Regardless, the elements need to retain their shape and be scaled proportionately. Provided are the following: horizontal and vertical line rules, teepee body, teepee sticks, mask, chair seat, legs of the chair, feet of the chair and vase shape.
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Primary Color Palette The colors provided are associated with the primary color palette. Blush Rose is the color for the teepee, Grape is used for the mask, Olive is the color for the chair icon and Deep Teal is the color for the vase. Dark Wine is to be used for the vertical and horizontal line rule and Medium Wine is the color for the word mark.
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Secondary Color Palette The secondary color palette is to be used on applications that require more color variation. For instance, the text, line rules and functions on the website. The only color that features an opacity that is lower than 100% is with the color Stone (as seen on the website).
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Typefaces Sans-serif
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwqyz 0123456789 !?@+#$%^&*()<>/\”’,:;{}[]|
Provided are the typefaces associated with Area. Arial Regular and Arial Bold are the typefaces to be used when a sans-serif is needed. Sabon Roman is the serif typeface of choice. Of course, when needed all variations of the typefaces within their families are applicable. For instance, Sabon Bold Italic can be applicable if needed.
Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwqyz 0123456789 !?@+#$%^&*()<>/\”’,:;{}[]| Serif
Sabon Roman ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwqyz 0123456789 !?@+#$%^&*()<>/\”’,:;{}[]| 29
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Standards Manual
Business System Items
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Business Card Featured on the back of the business card is the logo of Area alone. This mark is centered with 1.125 inches on either side. On the front of the card is the word mark of Area, the name of the individual, their title, business email, phone number of choice, address and website. This information is centered with one inch on either side.
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Letterhead For the letterhead, the primary mark is used and centered .5 of an inch on 8.5 by 11 in paper. At the bottom of the page (.5 of an inch from the bottom) is where the contact information is located and centered.
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Envelope The standard envelope size (9.5 inches by 4.125 inches) is used for this business system. Featured on the front is the secondary mark displaying only the word mark. Below the mark is the printed return address. On the back of the envelope on the flap, the full color logo alone is centered and .25 of an inch from the top.
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Business System Set
Business system shown as a set
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Business Card Specs 1.00″
1.50″
1.00″ 0.25″
1.50″
0.25″
As shown on the front of the card, the typeface used for the business card is Avenir Heavy (name, email, phone number and website), Avenir Medium (title) and Avenir Roman (address). There is zero tracking on all text. The back of the card features a full color logo that is centered, 1 inch on either side and .25 of an inch from the top. The mark itself is 1.5 inches wide 1.5 inches tall.
1.5″ 0.5″
Avenir Heavy 9.5, 0 tracking
1.50″
2.0″
Avenir Medium 8.5, 0 tracking Avenir Heavy 7.5, 0 tracking Avenir Heavy 7.5, 0 tracking Avenir Roman 7.5, 0 tracking Avenir Roman 7.5, 0 tracking Avenir Heavy 9.5, 0 tracking
0.5″ 1.125″
1.25″
1.125″
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Letterhead Specs 8.5″ 0.50″ 1.65″
0.75″ 11.0″ 1.00″ 0.25″ 0.125″
0.50″ 0.35″ 0.50″
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The letterhead is to be used on 8.5 by 11 inch paper. The primary, full color logotype (without the tagline) is to be centered and .5 and inch from the top of the page. The name of who the letter is addressed to should be .75 inches after the mark (approximately 3 hard returns). The margin on the left side of the body text is 1.125 inches.
Envelope Specs 9.5″ 0.30″ 0.875″
4.125″ 2.875″
0.25″
The envelope used is the standard size: 9.5 by 4.125 inches. Places in the upper left-hand corner is the return address. The word mark alone is used and Avenir Roman is used in 11 point font and in the color, Deep Teal. On the back, there is a full color logo. This mark is centered, .25 inches and from the top.
1.25″
2.50″
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