BRAND STYLE GUIDE Alejandra Santana Brand Guidelines Implementing the Alejandra Santana brand in communications
SANTANA
| Direvual Studio | brand guidelines | July 2015
BRAND STYLE BOOK Alejandra Santana Brand Guidelines Implementing the Alejandra Santana brand in communications
SANTANA
Design Desicion My name is Lawrence Deacon this is the approach taken in developing Alejandra Santana brand identity. As a Graphic Designer I started this project by doing heavy research into her business and the genre of music she represented. Her clean, clear cut mixes had me rocking in the studio considering that EDM/House was a genre I hadn’t explored prior to this. When creating one’s brand identity the aim is to mainly be functional, a multipurpose design that is functional as apparel, stationary items, and billboards etc. As I dived into my research of the music and what it about I encountered a variety of informative material, including a documentary which I found rather refreshing and educating as it established the history of House Music. This led me to introducing a fellow friend to Alejandra mixes, who I recall to always listening to this genre of music. I develop in total of 30 concept sketches, one after the other. I had an idea of what I wanted but could not get my hands on a finalized design as I was focused on getting it just right. I normally reach it by doing 15 Sketches but I kept going, I was not getting the response from you that I was looking for. This keeps me searching my brain tirelessly to find the winning concept. I then decide to throw out the previous sketches and start over but I turn up at where I was before in my process. I sit and change my approach examine the sketches and deconstruct slowly.
Concept Crown + A + Pie chart + Volume Bar = Logo Icon My first love is your name Alejandra it’s unique and took on an entire world on its own, for as as the meaning of your name suggest defender of mankind. ‘Alejandra’ got me pumped up as after hearing her name, I knew it was the “A” that was suppose be iconized. After deconstructing the “A” I began sketching out the design direction of the new concept. Your name being different is keen in my concept, reversing the “A” was in mind, trying to make it less obvious than in the first concepts presented. After listening to your mixes and reading her biography on sound cloud I was inspired the idea of crowing her in her identity DJ Queen Alejandra. While analyzing her mixes it forced me to increase the volume of the audio. I grab the idea of the Volume Bars which will be use to form the crown on top of the (Reverse letter A) In your Bio you speak highly of gaining your own audience and I wanted to capture this moment using the reverse letter “A” which lead the design into an interesting direction that I was loving. It was unique and totally a simple on point visual identity. After doing all of this the “A” is still recognizable yet hidden. The breakpoint for me as the designer came is after looking closely into the design, what pops out of the negative space, is the Minimal shape that represents a headphone which was never in my intention while designing. This was when I realize the design is a winning design because it has hidden elements that are relating to the brand. The aesthetics is left to the one viewing the design. Beauty is in the eye of the beholder.
Our logo The logotype should always contrast with the background. There are 4 versions of the logotype to ensure legibility and optimum reproduction quality in all printing processes and digital needs.
Logo when the logo is place on a white background.
Logo when the logo is place on a yellow background.
Logo when the logo place on a black background.
Direvual Studio Colors
C 0% M 0% Y 0% K 100%
C 9% M 7% Y 97% K 0%
C 30% M 19% Y 20% K 0%
FONT(s) USED IN THE LOGO
Helvetica Bold a b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890!@#$%^&*()-=+
Steiner Light a b c d e f g h ij k l m n o p q r s t u v w x y z 1 2 3 4 5 678 9 0 ! @ # $ % ^ & * ( ) - = +
| Alejandra Santana | brand guidelines | September 14, 2015
Logo Variation CORPORATE SIGNATURE Graphic mark and logotype in vertical configuration and centered. minimum height: 0.875 inch
LOGOTYPE Logotype without the graphic mark. Use when space doesn’t allow for the graphic mark, when reproduction quality fails at small sizes, for theweb, or if the desi gn calls for a simpler logo. X
minimum height: 0.375 inch, must be legible.
HORIZONTAL LOGO Graphic mark to the left of the logotype. Use this option when space doesn’t allow for the primary logo’s vertical configuration. Ideal for placement on the left side in compositions. minimum height: 0.625 inch
| Alejandra Santana | brand guidelines | September 14, 2015
Clear Space The clear space around the logotype and icon on all sides shouldbe equal to the height of the letters for maximum legibility and impact. X
X
SANTANA X
X
X
The clear space requirement is designed to maintain the integrity of the logo. This ensures visibility and legibility. These illustrations show the clear space around the approved logos. The clear space around the logo is equal to the circle radius of the graphic mark. No graphic elements, including patterns, photos or colors (other than approved colors) can be used in the clear space.
X
X
X
Log Lorem ipsum dolor sit amet, id nam urna nostra erat, at vulputate in, donec neque vestibulum amet viverra integer maecenas, consectetuer sit leo ac eget nunc mi, sit metus. Integer lectus proin, nibh tempor ut id. Nulla amet eu eros cursus sodales, vivamus semper posuere sed donec sit, velit proin pharetra parturient integer eu. Dictumst suspendisse sed tortor auctor metus, laoreet auctor velit rhoncus, potenti diam luctus dolor.
Mininum Size To preserve legibility, the logotype should never be printed smaller than .75� and should never appear at less than 75 pixels in digital formats. DIGITAL PRINT
75PX
X
75 PX
| Alejandra Santana | brand guidelines | September 14, 2015
Improper Usage Incorrect use Do not alter the Adobe logo in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Do not separate the elements. Never attempt to create the logo yourself, change the font, or alter the size or proportions. Do not attempt to stage the logo youself on a tag or alter the space between the Adobe logo and the red field. 1
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| Alejandra Santana | brand guidelines | September 14, 2015
Improper Usage DONT’S 1. Don’t move “Alejandra”. 2. Don’t remove “Santana”. 4. Don’t rotate the logo. 5. Don’t skew or attempt to make the logo 3-dimensional in any way. 6. Don’t make a pattern or texture out of the logo. 7. Don’t alter the transparency of the logo. 8. Don’t recolor the logo.
Social Media Profile Photo Instagram / Twitter / Google +
x Facebook
x | Alejandra Santana | brand guidelines | September 14, 2015
Advertising Usage
JAN. 17 SATURDAY 2015
SHADOWROOM CLUB
| Alejandra Santana | brand guidelines | September 14, 2015
SANTANA
Promotional Usage WALLPAPER
LAYOUT
DJ ALEJANDRA SANTANA BRAND IDENTITY
SANTANA
| Alejandra Santana | brand guidelines | September 14, 2015
Promotional Usage BRAND ASSETS DJ ALEJANDRA SANTANA BRAND IDENTITY
| Alejandra Santana | brand guidelines | September 14, 2015
Promotional Usage BRAND ASSETS DJ ALEJANDRA SANTANA BRAND IDENTITY
| Alejandra Santana | brand guidelines | September 14, 2015
BRAND STYLE BOOK Thanks for Reading
| Alejandra Santana | brand guidelines | September 14, 2015