BRAND BOOK
When I am on stage I realize why I do this. The adrenalin you get when performing becomes a drug. The feeling of being on stage and hearing an orcestra play the most amazing music combined with hundreds of people listening and absorbing my song and acting with great anticipation is incomparable. Being on stage for three hours telling a story my colleagues and I have created for such a long time and then receiveing the cheer of the audience. That feeling is magnificent. Sometimes i wonder why I keep doing this, and I realize that is why. To experience the magic created together with other people sharing my determination and passion. Annie Fredriksson
WHAT IS A BRAND BOOK? A brand book serves the purpose to communicate the brand’s identity. How it should be presented, its values and founding heart. In this brand book you will find guidelines on how to use Annie’s logotype, font, colours and photographs as well as an understanding for Annie’s history and values.
ABOUT ANNIE
Annie Fredriksson grew up in Småland, Sweden, in a small town called Gnosjö. As a girl from the countryside she grew up with horses and rural surroundings. Until this day Annie still highly value spending time in the nature. To recharge her batteries and to find inspiration Annie loves to visit her parent’s summerhouse in the archipelago Resö in Bohuslän. When it comes to learning her music’s tunes and lyrics Annie often combines her two passions and takes long walks with her earphones filled with songs. Music has always been Annie’s source of joy and liberty and it all started with her big sister Karin. While growing up Karin and Annie listen to everything from Chess, Sound of music and Nils Poppe and sang along. They performed together for the first time in Gnosjö Church with Pie Jesu and after that they performed a lot on parties and smaller get-togethers. Annie and her sister also started a band where they sang mostly pop, rock and soul. Unfortunately screaming in a band is not a good combination with singing opera, so she had to pick one direction and chose the classic music instead. During her second year of high school Annie started taking singing lessons for the local vocalist Ulla Bondeus. She saw great potential in Annie’s voice to become a classic singer. After her years in high school Annie moved to Strömsholm to focus on her horses and competed in the national junior league. However, a year later she realized that her passion for music was stronger. She decided to move to Stockholm and work as a waitress while taking singing classes at Kulturama.
In 2002 Annie started at Birkagürden community collage majoring in classic music. After studying there for one year she majored in musicology at Stockholm University as well. During the years of 2005-2007 Annie went back to Kulturama and studied at their Opera studio 67. She then applied for the university college of Opera two years in a row but was eliminated during the fifth audition day both times. She then started to give up her dreams and began an education in physiotherapy instead. She stayed there for one year until her longing for music took overhand once again. She then took direction towards London and applied for the three top schools The Academy of Music, The Guildhall School of Music and Drama and the Royal College of Music. All of a sudden she had the luxury of being offered a place, and a scholarship to all three of them. Ultimately she chose the Royal College of Music International Opera School (RCMIOS) with a master of Vocal Performance. In the summer of 2013 Annie is singing in the chorus of Verdi’s Opera Falstaff playing at the Glyndebourne festival outside of London. She is also playing a small part in The Marriage of Figaro where she is covering for the lead Cherubino as well. Annie finds inspiration in listening to singers she admires, such as the soprano Maria Callas. In 2011 she changed voice to mezzo soprano. Therefore she now listens a lot to the mezzo sopranos Anne Sofie von Otter, Joyce di Donato and Sarah Connolly with a hope of one day becoming as grand as them.
GRAPHIC PROFILE
LOGOTYPE The logotype contains the name of the artist, as well as her title as a mezzo soprano opera singer. Her name, Annie Fredriksson, is written in the font Walkway to represent honesty and elegance. The simple, straight lines are also typical for the Scandinavian design and reflect her origin. The script for mezzo soprano is a modified Satisfaction and symbolizes the drama and excitement of opera.
CMYK/ GREYSCALE
INVERTED
FONT Annie is using “Lane - Narrow� as font for both title and body. When using the font as title Annie uses capital letters. For the body Annie uses the same font but with lower case letters. The font is similar to the one used in the logotype but slightly more narrow to create a sleak, chic look and feel.
LANE - NARROW 36pt LANE - NARROW 12pt LANE - NARROW 9pt Lane - Narrow 9pt
NORDIC SNOW CMYK 0/0/0/0 RGB 255/255/255
MIDNIGHT BLACK CMYK 0/0/0/100 RGB 0/0/0
ALPINE EYES CMYK 65/7/15/0 RGB 77/182/211 PANTONE 3115C
OCEAN BLUE CMYK 90/59/0/0 RGB 7/98/179 PANTONE 660C
SPRING PLUM CMYK 47/86/12/1 RGB 152/61/131 PANTONE 513C
COLOUR Annie’s colours are light and flirty, yet classical and magnificent. They each represent different parts of Annie; her heritage, her passion for opera, and her light personality. They are all embodied in the following graphic elements and may be used as colours in text as well as images and colour plates. The “Nordic snow” is a pure white based on Annie’s roots in Sweden and scandinavia. “Midnight black” is mysterious and calling towards the thrills of opera. “Alpine eyes”, “Ocean blue” and “Spring plum” are representations of Annie’s inspirations and personality.
PHOTOGRAPHY Photographs should be in black and white and always in high resolution to create a feeling of harmony and timelessness. The images should portray the classic feeling of opera, but still represent the modern scandinavian feeling of Annie. Photographs of people and opera scenes should always contain Annie and her shows. Photographs may be decorated with the graphic elements or colours previously mentioned, but should always be made with good taste.
ANNIE FREDRIKSSON annie.fredriksson@gmail.com anniefredriksson.com
Brand book made by Maria Olsson & Klara Gustafsson