STYLE GUIDE
“ Every time I slip into the ocean, it’s like going home.” -Sylvia Earle
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Logo................... 09 Variations...........10 Clear Space.........12 Scale...................13 Use..................... 14 Misue.................. 15
VISUALS
02 IDENTITY
01 BRAND
Mission.............. 03 Story.................. 04 Strategy............. 05 Values................ 06 Voice.................. 07
Color................... 17 Typography........18 Illustration.........19 Pattern............... 20 Photography.......21 Application........22
BRAND
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01.1 MISSION
Fantasea is a celebration of oceanic sci-fi and fantasy media which aims to create a safe, exciting, and unique experience for fans while helping raise awareness of the importance of ocean conservation. It is a whimsical, imaginative, entertaining, and fun annual event seeking to find a new and exciting niche for fan conventions.
Fantasea Style Guide V1
Section 01 : BRAND
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01.2 STORY Ocean conservation is imperative in our efforts to correct the damage humans have done to our environment. Coral is considered a foundation species. Without it, countless other species would suffer. This includes humans! Fantasea is an event designed to be enjoyable and exciting, celebrating ocean fantasy and sci-fi tropes in a new fan experience, while raising money for and awareness of conservation efforts.
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01.3 STRATEGY By juxtaposing the familiar fantasy stories fans love with informational panels and calls to action for conservation efforts, Fantasea can make involvement easier and help bring awareness to conservation needs and methods.
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Section 01 : BRAND
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01.4 VALUES
CONSERVATION IMAGINATION WHIMSY EXCITEMENT ENTERTAINMENT SAFETY
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01.4 VOICE The Fantasea voice should be playful, welcoming, and kind. It should stress the importance of conservation and emphasize the imperative nature of fun. Fantasea is knowledgable about both pop culture and marine ecology, and is therefore a fascinating party guest. Fantasea makes everyone feel welcome and safe.
Fantasea Style Guide V1
Section 01 : BRAND
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IDENTITY
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02.1 LOGO The Fantasea logo appears stacked, and the light to dark color scheme reflects ocean blues giving way to dark deep beneath the surface. The word “Fan” stands alone as an emphasis to the fan-centric nature of the event, and the Trident clearly denotes the scifi and fantasy focus. The eccentric shapes of the letterforms have an animated quality much like comics or other animated media featured at the convention.
Fantasea Style Guide V1
Section 02 : IDENTITY
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02.2 VARIATIONS The secondary logo is a wordmark in the logo gradient, without the Trident graphic. This should be used only when the medium does not allow for the stacked primary logo’s dimensions. The alternate stacked logos should be used when background elements make the primary logo gradient illegible. For light applications, use the logo in brand color Depths, and for dark applications, the logo in brand color Cloud.
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Fantasea Style Guide V1
Section 02 : IDENTITY
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02.3 CLEAR SPACE No element should be closer to the logo than the width of the center prong of the trident. The only exception to this is in specific collateral such as ads or event passes in which the logo is submerged underwater and is part of a larger illustrated piece. In this case, the piece may overlap the bottom right corner of the logo so long as it does not impair legibility.
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02.5 Scale
1 in
To avoid loss of legibility, the primary logo should never appear smaller than 1 inch high, with the single exception of the Instagram profile photo. When used, the secondary logo should be no less than 1.5 inches wide to preserve legibility.
1.5 in
Fantasea Style Guide V1
Section 02 : IDENTITY
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02.4 USE The primary logo in the Depths to Bubble gradient should appear in most cases. It is often seen over illustrative elements and gradient backgrounds as shown. Sometimes the primary logo gradients clash with background color, like brand color Coral, or become illegible, as is the case with brand color Depths. In these cases, it is appropriate to use the one-color logo in Depths over light colors, and the one color logo in Cloud over dark colors.
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“BUBBLE”
02.5 MISUSE
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“BUBBLE”
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Section 02 : IDENTITY
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The logo should never be manipulated in any way, including changing color, stretching or resizing, adding effects such as a drop shadow, adding elements to the logo or changing the color of single elements of the logo.
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VISUALS
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03.1 COLOR “DEPTHS” PANTONE 276 C CMYK: 84.51, 83.95, 48.43, 59.69 RGB: 34, 28, 53 Hex #221C34
“BUBBLE” PANTONE P 118-5 C
“BUBBLE” CMYK: 63, 0, 10, 0
“CLOUD” PANTONE P 179-2 C CMYK: 0, 0, 0, 11 RGB: 228, 229, 230 Hex #e4e5e6
“TRIDENT”
RGB: 64, 196, 224 Hex #3fc4e0
PANTONE 7407 C CMYK: 19.98, 36.52, 78.57, 0.78 RGB: 204, 159, 183 Hex #cc9f52
“CORAL” PANTONE P 48-11 C CMYK: 0, 58, 53, 6 RGB: 230, 128, 106 Hex #e67f69
Fantasea Style Guide V1
Section 03 : VISUALS
“DRAGON” PANTONE 7473 C CMYK: 80.55, 19.22, 51.56, 1.67 RGB: 24, 152, 139 Hex #18978a
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03.2 Typography ORGOVAN Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%&* STUDY MEDIUM ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%&*
EXAMPLE OF A HEADER Font: ORGOVAN
EXAMPLE OF A SUB HEAD Font: ORGOVAN
Example of body text on the website, in Study Medium Italic. The color of the body is Depths, unless over a dark background, in which case it should appear in Cloud. Sometimes, text will appear in bold to emphasize guest and media names. Font: Study Medium Italic & Study Bold Italic
This is an example of a text link >> This is an example of a text link hovering >>
BUTTON
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HOVER
03.3 ILLUSTRATION Illustration is the primary visual element of the Fantasea brand. Illustrations are vector, without outline, and as simple as possible while retaining their signature appearance. Illustration style is friendly and should not be frightening to children. Colors are discretionary but should not distract from the brand colors.
Fantasea Style Guide V1
Section 03 : VISUALS
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03.4 PATTERN The Fantasy brand utilizes a seasmless Turing Pattern that emulates the look of coral. This pattern is used on lanyard straps and some merchandise. This pattern can be used for backdrops when necessary, or as an accent element . The pattern should appear in coral, and can be used over Depths or over Coral using the multiply effect with a lowered opacity.
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03.5 PHOTOGRAPHY Photography is primarily used to showcase celebrity guests for the event. Headshots should appear in duotone in the brand colors Depths and Cloud. Portraits should be waist up or higher. Backgrounds must be removed from headshots. They should present over a lighter brand color such as Coral, Cloud, or Bubble. Photos will most often be presented in a bubble shape, unless the medium does not allow for it.
Fantasea Style Guide V1
Section 03 : VISUALS
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03.5 Application Application of the Fantasea brand is entirely vector illustrated. Most advertisments feature Coral, the brand’s mascot dragon. Other elements, such as swimming fish, bubbles, and other sea creatures, are added when necessary to create depth and environment. Painted murals are a major advertisement element, which reflects both the illustrated nature of the brand and Shedd Aquarium’s use of painted murals in their own advertisements.
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03.5 Application
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Fantasea Style Guide V1
Section 03 : VISUALS
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03.5 Application
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03.5 Application Social media promotes Fantasea through story ads that link to the website, and frequent posts on the Fantasea Instagram account that highlight special guests and panels. Occasional posts will offer chances to win 3-day passes for sharing and following the account. Photos of guests appear in bubbles, and a bubble motif travels through the grid. All posts employ the illustrated brand elements, and prominently feature the brand’s mascot dragon, Coral.
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03.5 Application
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