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The Book The Story The Feeling The Consumers The Logo The Character The Grid The Type The Photographs The Illustrations The Icons The Color Palette The Stationery The Packaging The Website The Marketing The Credits
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The Story Founded in 1990 by Benny Davis, Smoking Squid Music has always been passionate about the tangibility of music. We encourage everyone to look in the shop to find what they’re looking for, whether it be to build a music collection, read up on some music history, or sell they’re printed music items to share with others.
Benny Davis 3
Our Mission At Smoking Squid Music, our main goal is to provide our customers with a wide selection of printed music products that have decent prices. We don’t sell our items online because we emphasize the importance of buying and selling in store, and the overall tangibility of music.
Our Values Affordability We sell printed music products at prices that won’t break the bank. Passion We love music. Openness We welcome all music lovers and all genres of music in our store. Adaptable We are always in sync with the evolution of music. Sentimental We know the importance that music has in everyone’s life. Fun We want our store to be an enjoyable environment for our customers.
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The Feeling Smoking Squid Music is an inviting, calm, and laid back store. We want you to experience comfort in our open environment. Our employees have a strict dress code of t-shirts and jeans to prove it. Everyone is welcome in the store, and our passionate music experts are happy to help you find what you’re looking for. If you could taste us, we would be your favorite sandwich from a local deli, or slice of pizza and pop. If you love the smell of aged books, our store is the place for you. The store may seem odd based on the name, but we have interesting people that you can meet while searching for printed music products. Overall, we strive to be different from the other music retail stores in Omaha, Nebraska. Come into the store and see the difference!
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The Consumers Meet Darrell, Kat, Sheila, Carlos, and Erika. They all love Smoking Squid Music for various reasons. Darrell enjoys browsing through our large collection of CDs to expand his ever growing music collection. Kat loves art history, and loves to search our book inventory to read up on her favorite artists and learn more about music in general. Sheila uses our trade-in area to pass on her knowledge she learned from her books and music to others who will appreciate them as much as she does. Carlos loves to explore music genres of various cultures, and enjoys the wide selection of world music in the store. Erika likes to read and learn about musicians who have changed the world for the better, and buys as many books in the store as possible.
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Darrell Burton
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He Values
About Darrell Age Auto Children Education Ethnicity Group Affiliations Homeownership Income Location Marital Status Military Service Occupation Pets
51 2010 Red Jeep Patriot 2 B.S., Industrial Technology Caucasian ASPE, RUGON House $70,000 Omaha, NE Married National Guard Mechanical Designer 2 cats, 3 dogs
Enjoyment He likes to relax and have fun after a long day at the office. Spending time with family, fishing, or playing and listening to music give Darrell time to unwind and enjoy life. Family He loves, cares for, and puts his family first. Darrell would do anything for his wife and kids. Integrity Darrell believes honesty and staying true to his values is important for him to truly be himself. He also appreciates others who find these values important. Professionalism Darrell is respectful and helps his colleagues in the office. He is punctual for project due dates and works proficiently on his tasks.
He Is
Typical Day
Affable Cooperative Dutiful Easy Going Humorous Loving Problem Solver Reliable Strong Talented
5:45 5:47 6:10 11:15 3:00 3:30 5:30 6:30 7:30 8:00 9:00 9:30
Wakes up to Apple iPhone alarm clock Gets ready for work, gives pets Milkbone treats Drives to work in red Jeep Patriot Eats homemade lunch Leaves work to pick up kids from public school Takes kids to lacrosse practice Makes dinner for family Goes down to basement to listen to music on Mac Jams out with one of many Fender guitars Listens to music and checks Facebook Plays games on iPad Goes to sleep
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Kat Baker
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She Values
About Kat Age Auto Children Education Ethnicity Group Affiliations Homeownership Income Location Marital Status Military Service Occupation Pets
22 2007 Silver Toyota Corolla None B.A., Art History African American MAHS Apartment $6,000 Omaha, NE Single None Student/Part–Time Employee 1 dog
Education She wants to succeed in her studies to become an art historian. Kat enjoys learning new things about art, history, and music. Family She loves her parents and siblings, and tries to spend time with them whenever possible. Kat would do anything for her family. Friendship Kat wants to make and keep as many friends as possible. She enjoys spending time with her friends and making strong relationships that will last. Independence She wants to be able to support herself and be successful in her career path without needing to depend on someone else.
She Is
Typical Day
Active Confident Determined Friendly Healthy Kind Observant Responsible Studious Trusting
6:30 6:45 7:00 8:15 12:00 12:15 12:45 4:45 5:00 6:00 8:00 10:30 11:30
Wakes up to Apple iPhone alarm clock Gives dog breakfast Goes to gym, gets ready for class Drives to campus for class in silver Toyota Corolla Leaves campus Eats lunch at Noodles & Company Drives to work at Omaha Public Library Leaves work Eats homemade dinner Does homework Watches TV and checks social media Plays games on iPhone Goes to sleep
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Sheila Chandler
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She Values
About Sheila Age Auto Children Education Ethnicity Group Affiliations Homeownership Income Location Marital Status Military Service Occupation Pets
73 2012 Gold Buick Enclave 3 M.A., English/Speech Caucasian NSEA House $15,000 Omaha, NE Widow None Retired English Teacher 3 cats
Enjoyment She is embracing the retired life and does things she didn’t have time to do before. Sheila loves to garden, read new books, and play bridge with friends. Equality As she gets older, Sheila realizes that she may not be able to do things she used to. She believes anyone should be able to do what they want without age getting in the way. Family Sheila loves to spend time with her children and grandchildren. She visits them anytime she can, bringing baked goods and gifts. Wisdom She has learned a lot over the years, and wishes to share her knowledge with others. Sheila hopes to help others with her insight.
She Is
Typical Day
Charismatic Creative Dedicated Easy Going Encouraging Gentle Humorous Loving Optimistic Witty
5:45 6:00 7:00 8:00 9:00 11:30 12:30 2:30 4:00 6:00 7:00 9:00
Wakes up to cats meowing Gives cats Purina breakfast, makes Seattle’s Best Coffee Gets ready for the day, has breakfast Listens to NPR Radio, reads newspaper Does housework Has lunch Runs errands with gold Buick Enclave Comes home and gardens Takes a nap Makes dinner Watches TV or Netflix Goes to sleep
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Carlos Martin
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He Values
About Carlos Age Auto Children Education Ethnicity Group Affiliations Homeownership Income Location Marital Status Military Service Occupation Pets
40 2007 Black Lincoln MKZ 3 B.S., Information Technology Hispanic ACM, AITP, IEEE House $75,000 Omaha, NE Married Basic Training Computer Programmer 1 rabbit, 2 fish
Community Carlos enjoys involvement in his group affiliations to meet other computer programmers in the Omaha area. He loves making connections with new people who share his interests. Family He loves, cares for, and puts his family first. Carlos enjoys spending time with his wife and kids. Perseverance Even when work feels overwhelming, Carlos strives to do his job as efficiently as possible. He never gives up on himself or his family in times of struggle. Professionalism Carlos is respectful and pushes teamwork with his colleagues in the office . He is punctual for project due dates and works proficiently on his tasks.
He Is
Typical Day
Affable Committed Dutiful Friendly Humorous Intuitive Loving Open–Minded Rational Strong
6:30 5:47 6:10 11:15 4:00 3:30 4:00 5:30 7:00 8:30 9:30
Wakes up to Samsung phone alarm clock Gets ready for work Drives to work in black Lincoln MKZ Eats lunch at work cafeteria Leaves work to pick up kids from public school Takes kids to soccer practice Goes to Baker’s to pick up groceries for dinner Makes dinner for family Helps kids with homework Surfs the web and checks social media and email Goes to sleep
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Erika Lim
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About Anna Age Auto Children Education Ethnicity Group Affiliations Homeownership Income Location Marital Status Military Service Occupation Pets
She Values 17 None None High School Chinese Kiwanis International Lives with parents $0 Omaha, NE Single None Student 1 fish
Contribution Erika enjoys volunteering and helping her community in the Omaha area. She loves making new friends and changing peoples’ lives for the better. Education She wants to succeed in her studies to get into a highly rated college. Erika enjoys learning new subjects in school and hopes to realize her passion. Family She loves her parents and siblings, and tries to spend time with them whenever possible. Erika is very close with her family, and always will be. Leadership Erika is vice president in her school’s Kiwanis club and does as much as she can to keep the club involved in the community. She hopes to become president of the club.
She Is
Typical Day
Ambitious Confident Determined Generous Innovative Kind Observant Organized Responsible Studious
6:30 6:45 7:00 7:30 8:00 12:15 4:00 5:00 6:00 7:00 9:30 10:30
Wakes up to the smell of breakfast Feeds fish Gets dropped off at school in silver Chrysler Pacifica Studies for a test Goes to first class of the day Eats homemade lunch Goes to Kiwanis meeting Gets picked up from school Eats dinner Does homework Plays games and checks social media on phone Goes to sleep
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The Logo This logo utilizes a unique type face to match the fun and quirky aspects of Smoking Squid Music . The design mainly uses line, color, and shape. Line usage can be seen in the strokes to create the letters of the logo. The typeface chosen is simple, but still has a unique quality of certain letters being emphasized with a little flourish added to the terminals, which also shows movement. Only one color (7417 C) is used to show the store’s values of affordability, fun, passion, and adaptability. There is space given between each word of the logo, and the letters also feel airy and open.
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Logotype
Logotype PMS 7417 C Fixed C0 M86 Y85 K0 1.5 inches Logotype PMS 7417 C Fixed C0 M86 Y85 K0 3 inches
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Logotype PMS 7417 C Fixed C0 M86 Y85 K0 0.75 inches
Logotype Uses
Can be used in black & PMS 7417 C Fixed (C0 M86 Y85 K0) at 3 inches, 1.5 inches, 0.75 inches
Use capital “S” of Logotype as buffer
Can use reverse of logotype on black or color in color palette at 3 inches, 1.5 inches, 0.75 inches
Don’t use any other color besides PMS 7417 C Fixed (C0 M86 Y85 K0) & black
Don’t use an outline version of the logotype 22
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The Character This character, Skeet the Squid has the role of getting people interested to come to the store. His tentacles and cigarette smoke textures emphasize the physical feeling of music and the overall nostalgia of owning music items. Five colors (7417 C, 3125 C, Warm Gray 1 C, 273 C, Black) are used in the character to give his squid features and more distinguished and realistic appearance.
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Skeet the Squid
Skeet PMS 7417 C Fixed (C0 M86 Y85 K0) PMS Warm Gray 1 C Fixed (C25 M14 Y17 K0) PMS 3125 C Fixed (C88 M40 Y41 K10) PMS 273 C Fixed (C100 M100 Y28 K27) Black 3 inches
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Skeet PMS 7417 C Fixed (C0 M86 Y85 K0) PMS Warm Gray 1 C Fixed (C25 M14 Y17 K0) PMS 3125 C Fixed (C88 M40 Y41 K10) PMS 273 C Fixed (C100 M100 Y28 K27) Black 1.5 inches
Skeet PMS 7417 C Fixed (C0 M86 Y85 K0) PMS Warm Gray 1 C Fixed (C25 M14 Y17 K0) PMS 3125 C Fixed (C88 M40 Y41 K10) PMS 273 C Fixed (C100 M100 Y28 K27) Black 0.75 inches
Skeet the Squid Uses
Can use as large as needed, but no smaller than 0.75 inches
Can use reverse on black or color in color palette as large as needed, but no smaller than 0.75 inches
Can be used in black and white as large as needed, but no smaller than 0.75 inches
Don’t use other color combinations
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The Grid This grid designs offer treatment for a variety of text and image combinations. It is a three-column grid because squids have three hearts, all working together to help the squid function. This grid can be used meant for text heavy layouts, special layouts, and image heavy or balanced layout text and image. One grid is only used to create consistency throughout its use for the brand.
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Top Margin 1 in
Grid
Outer Margin 1 in
Inner Margin 1 in
Gutters 0.25 in
Column Width 1.9904 in
Column Height 2 in
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Grid Example
The Story Founded in 1990 by Benny Davis, Smoking Squid Music has always been passionate about the tangibility of music. We encourage everyone to look in the shop to find what they’re looking for, whether it be to build a music collection, read up on some music history, or sell they’re printed music items to share with others.
Benny Davis 30
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The Type The type hierarchy system offers a large range of type sizes, and also utilizes color. The headers are done in the same typeface as the logo, and can be orange, while the subheaders can be teal. The subheaders, body, note, chart label and chart texts are all done in the same typeface family for consistency and readability, allowing the consumer to easily read and recognize the brand’s text. Each typeface is fairly simple, with sans serifs as the headers and a serif as the rest of the type hierarchy. However, each was chosen based on unique qualities, such as letter flourishes and shapes.
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Atum eium
Headline 1A, 36/40 Filson Pro Bold, Black
Atum eium
Lque volupis ciamet Subheadline 1A, 20/24 Bree Serif Light, Black
Lque volupis ciamet Subheadline 1B, 20/24 Bree Serif Light, 3125 C
Headline 1B, 36/40 Filson Pro Bold, 7417 C
Lupictia speri Headline 2A, 30/34 Filson Pro Bold, Black
Lupictia speri
Tempos etum doluptatum hu Subheadline 2A, 16/20 Bree Serif Light, Black
Tempos etum doluptatum hu Subheadline 2B, 16/20 Bree Serif Light, 3125 C
Headline 2B, 30/34 Filson Pro Bold, 7417 C
Uciis doloritium Headline 3A, 24/28 Filson Pro Bold, Black
Uciis doloritium Headline 3B, 24/28 Filson Pro Bold, 7417 C
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Bitenimus ne pra sa volo conno Subheadline 3A, 12/16 Bree Serif Light, Black
Bitenimus ne pra sa volo conno Subheadline 3A, 12/16 Bree Serif Light, 3125 C
At pratem ne molestorat que ex ea veni anda volorepe con cum res et fugiae eum et landitatist et quam, aut ab ipis eniet aut qui tor suntiatur, omnis est doles aut Body Copy, 10/13 Bree Serif Light, Black
• At aut res aut eum vereria dolectatur magniaspe conecest voluptae none none • Nam ium sequod ma con cus dignihicit quas enihil ex et maionempor audiae
Ugitaqui atibus sam eosam rero voloraes aut plates et quas dolore vel ipsam, optatemo imil incillesto blabo. Itatus natur?Iquatur sed Chart Label, 12/16 Bree Serif Regular, Black
Num aut rest, sum alitate mperio mod et volores ape verepta suntia volupta qui delluptis nobisit fugia suntorporum iliqui iur, nam cullit, torerferum aboreiciur? Sundi core autas evel mo tem sitam Chart Text, 10/13 Bree Serif Light, Black
Bulleted Body Copy, 10/13 Bree Serif Light, Black Left Indent 0.1875 in, First Line Indent -0.1875
At aut res aut eum vereria dolectatur magniaspe conecest voluptae none none et alia none pro to intis unt ex et quate pre cusandioria nobit entem faccusantest lam
Xerum cus aut alictio repernam ium nos min conet et disquo in explab in porrum dipsa natius. Parum veratio maior aut ut laborem oluptiore lia aut aut iminctentio. Et dis arisque parum qui re nam essus molumet repe volendi doluptate inis quatiae demod ut quiasi Note Text, 6/8 Bree Serif Regular, Black
Emphasis Body Copy, 10/13 Bree Serif Light, Black
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The Photographs These photographs were chosen because they are meant to represent the environment and concepts of tangible music. The photographs of the record and book shelves represent the layout of the store and how the products are accessed. The up close photographs of the records and book are meant to evoke the textures that print music products can have. The photograph of the records in the suitcase shows the idea of a music collection, which basically what the store is. The images have rounded corners to match the curves of the logotype letters and Skeet the Squid.
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The Illustrations The illustrations and graphic elements represent the personality of the brand. Illustrations of aspects of the squid character were created to tie the character into the design layout, as well as marks of recognition for the brand, overall. The illustrations are shown in black, but color is used for a pop of emphasis wherever they are used throughout the various brand platforms (magazine, flyer, website, billboard, etc.). All can be resized, go in any direction, and can be flipped horizontally or vertically when needed.
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The Icons The icon library consists of illustrations that will point out different printed music products sold in the store (books, CDs, DVDs, records, cassette tapes, and brand merchandise). The icons are simple in shape and are shown in black and white to show their versatility. Colors will most likely be added to the icons for differentiation purposes. The icons also have the squid character interacting with each product, which can be seen in his tentacle prints, as if he is holding onto each item. This is to make the connection between the character and brand more apparent to the consumer, while still having a fun aspect for consumers to recognize and associate with the brand.
Books
Records
DVDs 37
CDs
Cassette Tapes
Store Merchandise
The Color Palette The color palette consists of three primary colors (7417 C, 3125 C, and Warm Gray 1 C) and two secondary colors (273 C and Black). The colors were chosen based on associations with the brand’s values, which were mainly orange and purple, but also look back on the in collage color choices the moodboard. The gray and teal colors were chosen to give orange the spotlight in the brand due to their darker and more neutral qualities. The purple and black also do this, but will be used only to accent certain things, such as emphasized words or imagery, allowing the main three colors to be recognized. The colors were also specifically chosen to represent Smoking Squid Music’s Values. Orange represents affordability, passion, fun, and adaptability. Purple represents sentiment, along with nostalgia, which is seen throughout the brand. The teal compliments the orange, and the blue in the color also represents cheaper prices. Although white tends to represent openness, the gray is light enough to have the same affect.
Secondary Colors
PMS 273 C Fixed
C100 M100 Y28 K27
Primary Colors
PMS 7417 C Fixed
PMS Warm Gray 1 C Fixed
Black
C0 M0 Y0 K100
PMS 3125 C Fixed
C0 M86 Y85 K0
C25 M14 Y17 K0
C88 M40 Y41 K10
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The Stationery This stationery system is easily recognizable as part of the Smoking Squid Music brand. This system includes a letterhead, envelope, business card, mailing labels and notecards. The envelope is shaped as a square, referencing the shape that records are usually stored in (sleeves). Because of this, the letterhead was shaped as a square to fit into the envelope. Graphic elements are included on the envelope to add visual interest for the viewer. The business card has the squid character on the front side, while basic employee information is on the back, along with the store’s location, phone number, and website. The mailing labels are small and large; the small label is a return address for the company. Because the store doesn’t ship actual products, the larger mailing label is used for envelopes larger than in the stationery system. The notecards act as bookmarks, and have graphic elements on the front that are easily known as part of the brand, while information about the store is located on the back. Whenever someone is reading a book and using the bookmark, hopefully they will want to purchase more books from the store.
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Mailing Labels
Business Card
Notecards 41
Envelope & Letterhead
Stationery System 42
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The Packaging These packaging designs and products embody what the store is about. Books, cassette tapes, records, DVDs, and CDs are continuously bought and sold from the store, so simple price tags were created that clearly states the cost of the item. The shopping bags are brown paper with the logo and smoke pattern printed on them for a fun and reusable bag. The logo and smoke pattern are used to distinguish all packaging designs. The store also sells gift cards, t-shirts, tote bags, and stickers, each with the memorable squid character on them to remind the customer of the where they bought their items.
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The Products
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Womens Shirt Front
Womens Shirt Back
Mens Shirt Front
Mens Shirt Back
Tote Bag Front
Tote Bag Back
Gift Card & Sticker
Book, Cassette Tape, CD, DVD, Record Examples 46
The Package Design
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Shirt and Tote Bag Packaging
Price Stickers
Large Shopping Bag
Small Shopping Bag
Package Design System 48
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The Website This website design is easy to navigate with and also has some fun aspects to get them interested into going to the store. The purpose of the website is to inform the consumer about the store and persuade them to coming into the store and buy physical printed music items. For this reason, there is no shopping on the site and it only mentions the products sold in store. A virtual tour is included on the site to give the consumer an idea of where the store is and its environment. Graphic elements and images are included to make the site fun and also show the type of environment and feeling that the store has. Social media site links are included in order to spread the word about the store and increase interest and consumer shopping. Color is use for distinguishing parts of the navigation, and in images to lead the viewer down the page. The sidebars of the site incorporate the brand’s graphic elements to interest the viewer, as well, but are transparent in order to lessen sensory overloading. The background for the site is the same color as the stationery and packaging for the brand to show consistency an for viewers and potential customers to easily recognize the brand and its products. Important elements like location and contact information are put towards the end of the site to act as the final push to get consumers to go to the store. By having an interesting and fun site, increase in consumer shopping should occur.
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Home Page
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About Us Page
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Skeet the Squid Page
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Events Page
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Location Page
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Contact Page
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The Marketing These billboard designs are simple to read while on the road, but also interests the viewer by using the brand’s squid character. The black background allows the orange and teal colors to pop out to the viewer. It only takes a few seconds to read the information placed on the billboard, and can be easily seen due to its size. Color is used to guide the viewer across the billboard, starting with the squid character as the hook to interest the viewer to find out more information about the billboard and the store itself. One billboard is facing west on 114th & Dodge, and the other is facing east on 84th * Dodge, in order to persuade viewers to stop by the store, as they are already heading in the right direction. These areas of Omaha, NE are busy, so placing the billboard at this location will ensure consumer interest in the store. Guerilla advertising is also used allow customers to interact with the brand. Using the store’s sticker connects any object or place to the store by simply putting the squid character on it. The sticker includes the squid character and the store’s website, acting as a starting point for viewers to see what the squid is for. The sticker can be applied to anything, and allows for consumers who purchase the sticker to have an instant connection with the store, and the brand itself. People who see the sticker are encouraged to visit the store’s website, where they can find information about the store and the squid character. Consumers are encouraged to take pictures of the squid wherever they see it, and post it to the store’s social media sites, where they may be taken and put onto the store website to spread the word. The distinct orange and shape of the squid is sure to draw attention, wherever it may be placed.
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Billboards
84th & Dodge, Omaha, NE
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114th & Dodge, Omaha, NE
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Sticker Advertising
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The Credits Photography
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Art Director
Designer
Ashley McFeely
Kaitlin Benscoter kbenscoter@cox.net
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