Art of the Olympians Brand Guidelines
�
i didn’t set out to beat the world; i just set out to do my absolute best. al oerter
�
contents
1.0 2.0 3.0 4.0
new signature 1.01 New identity 1.02 minimum size / clear space 1.03 positive & negative 1.04 unacceptable usage 1.05 color palette 1.06 acceptable / unacceptable backgrounds
typography 2.01 typeface 2.02 Example typography usage 2.03 quotations
secondary graphics 3.01 some support graphics 3.02 our voice
applications 4.01 stationery 4.02 clothing 4.03 key chain / pins 4.04 signage 4.05 transportation 4.06 building exterior
1.0
signAture
1.01
art of the olympians | brand guidelines
the signature Inspired by the olympic podium this symbol is meant to represents strength and a passion for always trying to better yourself. This wordmark visually creates a balance between Art and Olympians. Signature Elements The letters ‘t’, ‘h’, and ‘n’ are connected to represent people holding the olympic flags and gives the symbol motion. The letters have been slightly modified to give a personal and memorable quality. The three bars represent the organizations Museum, Gallery, and Education Center.
Black and White
Fulll Color
new identity
pg 4
1.02
art of the olympians | brand guidelines
brand equity Clear Space Clear space is the area around the signature that must be free of all other logos, symbols, text, or graphic elements; unless otherwise indicated in this manual. The clear space is defined by the distance of “X” as a unit of measurement surrounding each side of the signature. The distance of “X” equals the x-hight of the letter A in the AOTO wordmark. A minimum clear space requirement has been established to ensure the clarity, recognition and integrity of the AOTO signature. Be sure to use the approved signature artwork provided by AOTO. do not alter or recreate any of the elements in the signature artwork in any way. Minimum Size minimum size refers to the smallest size at which the AOTO signature may be reproduced and still maintain legibility. to ensure its legibility, the minimum reproduction size of the AOTO signature is 50mm in height for print applications and 10 point in width for web and electronic media. when reduced or enlarged, the word mark must always scale proportionally.
Minimum Size Print | 40 mm
Minimum Size Web | 10 pt
minimum size / clear space
pg 6
1X
1X
LOGO
BASELINE
HANGLINE
1.03
art of the olympians | brand guidelines
black & white When reproducing the signature under some circumstances, challenges may arise. To provide the greatest degree of flexibility, a black/white and reversed out signature have been created to satisfy a variety of reproduction methods. These versions of the AOTO signature are only to be used in the even that the full color version is not an option.
Black on White
White on Black
positive & negative
pg 8
White on Cool Grey 11
White on Cool Grey 10
White on Cool Grey 9
White on Cool Grey 8
1.04
art of the olympians | brand guidelines
please do not To maintain the equity of the brand, it must never be altered or redrawn in any way. Do not use colors not approved for the signature, do not replace the existing word mark with any other typeface, do not scale the elements of the signature seperately, do not skew the signature in any way. Shown here are some, but not all common missuses of the brand.
A RT
OF THE
OLYMPIANS Wrong Colors
Wrong Typeface
Outlines
Missing Words
unacceptable usage
pg 10
OF
ART
THE
OLYMPIANS Element shapes Changed
Wrong Typeface
Scaled Improperly
Stretched
Missing Elements
Altered elements
1.05
art of the olympians | brand guidelines
color palette Color provides a strong visual link to our brand across a wide range of applications. the Olympic colors serve as our corporate identity and hold a tremendous amount of brand equity. these colors should be used when the color version of the identity is incorporated. The five Olympic colors represent the five continents involved in the Olympic games and help communicate the meaning of our brand. Main Colors Secondary Colors
C
67
R
65
C
4
R
229
M
61
G
65
M
98
G
35
Y
58
B
66
Y
57
B
85
K
45
K
0
PANTONE 419 U
PANTONE 192 U
color palette
pg 12
C
4
R
242
C
80
R
43
M
32
G
178
M
42
G
123
Y
86
B
64
Y
4
B
180
K
0
K
5
PANTONE 123 U
PANTONE 660 U
C
80
R
37
C
4
R
229
M
9
G
163
M
98
G
35
Y
42
B
87
Y
57
B
85
K
1
K
0
PANTONE 335 U
PANTONE 192 U
1.06
art of the olympians | brand guidelines
you can We ensure the legibility and brand integrity by controlling the background on which the AOTO signature is placed. The preferred background is white or a solid color with high contrast, which allows for the greatest legibility. The background should allow for clear identification of all signature elements: word mark, color, and clear space.
White Wall Photo
Unactive Area High Contrast Photo
Solid Color
Clear Area Photo
acceptable / unacceptable backgrounds
you can not The examples here demonstrate some common mistakes made when applying the signature to various corporate materials or applications. avoid using any kind of background that will compromise the legibility of the AOTO signature. When placing the signature with a background that might interfere, consider these options: select a different image or less active part of the same image; screen the background image or pattern; chose another signature variation such as the black and white positive or reversed out.
Color Logo on Color
Compromised Color Legibility
Active Area Photo
Busy Pattern
pg 14
2.0
typogrAphy
2.01
art of the olympiaNs | braNd guideliNes
type fAmily This typeface is visually clean and simple, it reflects the core values of the organization: passion, strength, and balance. The typography is fluid and structured to reflect the endurance and stability it takes to be a champion in all avenues of life including art and sports. Foundry Monoline Bold (Below)
aPeX
Aa CrOssBar
BOWl
FlaT sPur
CaP HeiGHT
X HeiGHT
Baseline
typeface: foundry monoline
Aa Bb Cc Dd Foundry Monoline Bold
Aa Bb Cc Dd Foundry Monoline Medium
Aa Bb Cc Dd Foundry Monoline Book
Aa Bb Cc Dd Foundry Monoline Light
pg 18
2.02
art of the olympians | brand guidelines
typography usage Typography is one of the cornerstones of our visual identity. AOTO’s wordmark uses a custom altered typeface, it therefore can not, and should not, be used anywhere else. The supporting typeface is another specially designed typeface named Foundry Monoline. This typeface is to be used for all brand communications. A variety of weights are provided to help create flexibility in your layouts. Most appropriate is the Foundry Monoline Book weight. A. Headlines must be set in Foundry Monoline Bold All Caps. B. this is an example of a sub–head set in Foundry Monoline Medium meant for printing. Take note of the relationships between the elements of the text block. C.This is an example of a side caption set in Foundry Monoline Light. 7Pt type, 11 pt leading. D. Body Copy text should always be set in Foundry Monoline Book.
Example typography usage
pg 20
A B
headline Art of the Olympians is dedicated to demonstrating the very real relationship between art and sport to the general public. The athlete artists have the ability to express this because of their many years of well directed training for sport and the transfer of this discipline to their art and design.
C This caption is set with the typeface Foundry Monoline Light at a size of 7pt. and a leading of 11 pt. to show what a side caption would look likeon the page.
D
It is our intention to establish a touring exhibition of artwork by Olympian Artists in order to illustrate this sport-art association and in doing so create a greater understanding on the part of the student of what it takes to succeed in most avenues of life. The Olympic Games from their inception have been a celebration of human capability, and Art of the Olympians emphasizes this celebration in the form of art as the Olympic founders intended. Art of the Olympians is a 501 (c)(3) non-profit organization, headquartered in Fort Myers, FL., dedicated to inspiring creativity and stimulating change through an international program of art, education and outreach initiatives. By introducing individuals, particularly youth, to the ancient Olympic ideals of excellence in mind, body and spirit, we aim to to enhance the relationship between athletics and send aesthetics. The discipline, dedication and passion born and cultivated in an athlete’s physical training stimulate a desire for creativity. change through an international program of art, education and outreach initiatives. By introducing individuals, particularly youth, to the ancient Olympic ideals of excellence in mind, body and spirit, we aim to enhance the relationship between athletics and aesthetics. The discipline, dedication and passion.
2.03
art of the olympians | brand guidelines
make them hear you This typeface is visually clean and simple, it reflects the core values of the organization: passion, strength, and balance. The typography is fluid and structured to reflect the endurance and stability it takes to be a champion in all avenues of life including art and sports. Foundry Monoline Bold
quotations
ďż˝
This quote is set in Foundry Monoline Bold 54 pt using 64 pt leading. You can highlight certain words by using the main signature colors.
pg 22
feel free to use really big type for quotes.ďż˝
3.0
secondAry grAphics
3.01
art of the olympiaNs | braNd guideliNes
secondAry grAphics The aOTO brand identity is dynamic and flexible. There a few graphic elements included within the wordmark that can also act as a secondary graphic system. There are a variety of framing and cropping variations that are acceptable. These secondary graphics are mostly used as an overlay on top of black and white photography, but not exclusively. These elements are refereed to as super Graphics and act as accents to various brand applications. There are multiple ways in which these super graphics can be implemented. a few examples are shown on this page and throughout this manual.
MusT Bleed TO One side
X
X
some support graphics
pg 26
3.02
art of the olympians | brand guidelines
our voice Every person has a different viewpoint on life, and we all have different perspectives on life. Each and every moment, and each and every emotion is unique to that individual within that moment. AOTO’s voice are statements meant to remind each one of to always strive for our own personal best. These words are meant to help sum up our beliefs and what we stand for. It represents the promise of our company to help to continuously better ourselves, and those around us by doing so. Strength Passion Boldness Courage
our voice
pg 28
be strong
be passionate
be bold
be courageous
be your absolute best
4.0
ApplicAtions
4.01
art of the olympians | brand guidelines
stationery system The letterhead has been designed to convey a modern, clean look while showcasing brand information. Always fallow the measurements shown here to achieve the proper layout and help keep consistency with the brand. Business Cards Letterhead / Envelope
3 inches
.5 inch Cathy Oerter Chairman c.oerter@artoftheolympians.org
1 inch
Art of the Olympians Foundation, Inc. 1300 Hendry Street Fort Myers, FL 33901 P 239.332.5056 F 239.332.5224 artof theolympians.org
stationery
pg 32
2 inches
1.5 inches
2.5 inches
2.5 inches
.5 inch Art of the Olympians Foundation, Inc. 1300 Hendry Street Fort Myers, FL 33901
1.5 inches
3 inches
4.02
art of the olympians | brand guidelines
cap & jacket The cap and jacket are designed to be bold and fun. The jacket and cap could also potentially come in the other brand colors to ad variety to the clothing line. Each jacket will have one of the AOTO “our voice� statements on the back. Cap Jacket
.5 inch
clothing
pg 34
2 inches
1 inch
5 inches
be bold
8 inches
4.02
art of the olympians | brand guidelines
employe shirt The employee uniforms have been designed to be fun and colorful. The colors have been chosen to correspond with the department that the employee is working in. The AOTO red is utilized for the museum, the blue is used for the Gallery, and the Yellow is for the Education Center. There is also a white option with the full color logo that can be worn by any employee. Colored Shirts / Reverse Logo White Shirt / Color Logo
Museum
Gallery
Education Center
clothing
pg 36
3 inches
1 inch
4.03
art of the olympians | brand guidelines
key chain & pins This is a great medium for AOTO to gain more exposure. These key chains and pins are designed to be bold, clean, and simple. Using only the logo and brand colors, these promotional items will help get the word out about Art of the Olympians Foundation in a fun and classic way.
2 inches
key chaiN / piNs
pg 38
.75 inCH
1.25 inCHes
Color / Picture Options
4.04
art of the olympiaNs | braNd guideliNes
signAge Banners Bus stop
1 FOOT
3 FeeT
1 FOOT
sigNage
pg 40
2.5 FeeT
4 FeeT
8 inCHes
4.05
art of the olympiaNs | braNd guideliNes
trAnsportAtion Cargo Truck
4 FeeT
2 FeeT
be bold
traNsportatioN
pg 42
12 FeeT
4.06
art of the olympians | brand guidelines
building Exterior The exterior of the AOTO building is designed to be dynamic and bold. The secondary graphics are painted on the building to add a colorful playfulness. The banners can be used to showcase the featured artist at the time and are meant to be interchangeable.
5 feet
RAMP
building exterior
pg 44
Interchangeable photography
USA
EXIT
art of the olympians | brand guidelines
glossary Apex Where strokes come together at the uppermost point of a character; examples of different types: rounded, pointed, hallow, flat, and extended. Artwork All original copy, including type, photos and illustrations, intended for printing. Also called art. Bleed Printing that extends to the edge of a sheet or page after trimming. Body The main text of work not including the headlines. Bold Type A typestyle in which the image face is darkened; used to call attention to the text on which it is used. Cap Height The height of the uppercase letters within a font. Clear Space Clear space is the area around the signature that must be free of all other logos, symbols, text, or graphic elements. CMYK Abbreviation for cyan, magenta, yellow and key (black), the four process colors.
Color Transparency Film (transparent) used as art to perform color separations. Contrast The degree of tones in an image ranging from highlight to shadow. Density (1) Regarding ink, the relative thickness of a layer of printed ink. (2) Regarding color, the relative ability of a color to absorb light reflected from it or block light passing through it. (3) Regarding paper, the relative tightness or looseness of fibers. Duotone Black and white photograph reproduced using two halftone negatives, each shot to emphasize different tonal values in the original. Element One of the distinguishable components of a layout: headline, subhead, body copy, illustration, logo, border, etc. Folio (page number) The actual page number in a publication. Font Family All type sizes and styles of one typeface. A complete character set of a font. The group shares a common design but can differ in attributes
definition of terms used
such as character width, weight and posture of the typeface. Graphics Visual elements that supplement type to make printed messages more clear or interesting.
inch (approximately equal to 1/72”). The traditional point measurement was slightly more or less than 72 points to the inch. point size The height of the type body.
Gray Scale Strip of gray values ranging from white to black.
RGB Abbreviation for red, green, blue, the additive color primaries.
Headline The extra large opening statement used in a layout, used to grad the reader’s attention and sometimes summarizes what the text is about.
Rule Line used as a graphic element to separate or organize copy.
Image Area The actual area on the printed matter that is not restricted to ink coverage. Integrity adherence to moral and ethical principles; soundness of moral character; honesty. Logo A company, partnership or corporate creation (design) that denotes a unique entity. A possible combination of letters and art work to create a “sole” entity symbol of that specific unit. Point A unit of measurement, often used to measure type size, equal to 0.013837
Scale To identify the percent by which photographs or art should be enlarged or reduced to achieve, the correct size for printing. Signature A company, partnership or corporate creation (design) that denotes a unique entity. A possible combination of letters and art work to create a “sole” entity symbol of that specific unit. Subhead a subordinate division of a title or heading.