Motown Visual Standards

Page 1

MOTOWN RE-BRANDING

VISUAL STANDARDS



MOTOWN RE-BRANDING

VISUAL STANDARDS




WE ARE FIGHTING THE OLD FIGHT

“THIS IS WHAT COMPELS ME TO PUSH BLACK PEOPLE. TO IDENTIFY WITH BLACK CULTURE: GIVING OUT TO THEM THAT BLACK-NESS; THAT BLACK-POWER.”

—NINA SIMONE


MOTOWN RE-BRANDING

VISUAL STANDARDS


TABLE OF CONTENTS

Phase

A NEW PAGE

1.1

The new logo

P10

1.2

Clean space

P16

1.3

Size system

P18

1.4 Colors

P20

1.5

Correct uses

P22

1.6

Incorrect uses

P24


MOTOWN RE-BRANDING

Phase

Phase

A NEW LOOK

EXTENSIONS

2.1 Typefaces

P28

2.2

Color standard

P30

2.3

Image style

P32

3.1

Extension Chart

P36

3.2

Extension Description

P28

VISUAL STANDARDS



MOTOWN RE-BRANDING

1

A NEW PAGE A new page, with a new logo— Refreshing, modern and reliable.

VISUAL STANDARDS


PHASE 1.1

THE NEW LOGO

MONOGRAM & LOGOTYPE » A diamond that still need polished » The initial M for Motown » A rising star for a platform & opportunity

The M monogram

The Motown logotype


MOTOWN RE-BRANDING

Anatomy of the monogram

Mirror

M 34°

34°

M

Mirror

VISUAL STANDARDS


PHASE 1.1

THE NEW LOGO

Anatomy of the logotype

M

3 1/4 M

7/8M

M

M M

1/4 M

7/8M

1 1/4M

1/8 M

M

1/8MM 1/8


MOTOWN RE-BRANDING

-1/8 M

7/8 M

1/4 M

M

VISUAL STANDARDS


PHASE 1.1

THE NEW LOGO

The Motown logotype


MOTOWN RE-BRANDING

The original typeface of the logotype

Gotham Ultra Motown logotype

» The Motown logotype is based on the typeface Gotham Ultra. However, it has been altered to fit the new aesthetics of the brand and the overall balance. Strokes are slightly thinner, the “O”s are a lot smaller than they were. These adjustment makes the logotype not as heavy as it was, meanwhile, remains the feeling of reliable and powerful.

VISUAL STANDARDS


PHASE 1.2

CLEAN SPACE

Clear space Clear space is about boundary. Maintaining clear space properly will ensure a maximum brand impact and recognition.

M

M

M

M

Clear space for the logo mark

M

M

M

M

Clear space for the logotype


MOTOWN RE-BRANDING

Logo mark with slogan

Clear space for the monogram and brand soul combination *This combination only applies to monogram, never to logotype

VISUAL STANDARDS


PHASE 1.3

SIZE SYSTEM

Minimum size To insure high quality, recognition, and legibility, Motown logo need to follow this minimum sizing system.

Minimum size for exhibition or outdoor signatures, using materials like metal, vinyl, wood or concretes

4 inch *This is an mock-up demonstration of a wooden monogram


MOTOWN RE-BRANDING

Minimum size for print materials

0.4 inch

2.5 inch

30 pixel

175 pixel

30 pixel

Logotype is not available for mobile devices

Minimum size for desktop or laptop devices

Ideal size for mobile devices

Minimum size for mobile devices 20 pixel

VISUAL STANDARDS


PHASE 1.4

COLORS

Primary color

Motown Black Panton Process Black R:0 G:0 B:0 #000000


MOTOWN RE-BRANDING

Secondary colors

Motivating Red Panton 172 M R:252 G:93 B:63 #FC5D3F

Nurturing Aqua Panton 344 M R:161 G:222 B:184 #A1DEB8

Inspiring Yellow Panton 114 M R:252 G:223 B:73 #FCDF48

Âť Black is the primary color for Motown logo. Only use the logo with secondary colors on occasions of community out reach events when the main target audiences are children and family.

VISUAL STANDARDS


PHASE 1.5

CORRECT USES

On background with colors or images

Âť Logo white-out on colored backgrounds are allowed when the backgrounds are Motown Black, or the secondary colors, or other solid color with more than 15% gray scale.


MOTOWN RE-BRANDING

» In some rare occasions when the logo has to be on the top of an image, make sure to place it on a clear area where the logo are able to maintain its legibility.

VISUAL STANDARDS


PHASE 1.6

INCORRECT USES

Do not do this to our logo The correct application of the monogram and logotype are essential. Always follow the standards (page 16-23). The examples on this page demonstrate some of the unacceptable uses of the Motown monogram and logotype. Please never do this to the Motown logo.

[1] Never outline the Motown monogram or the logotype. [2] Never skew or stretch the monogram or logotype out of proportion. [3] Never apply any visual effects such as layering, drop shadow, blur, grow to the monogram or the logotype. [4] Never apply any other colors to the monogram or the logotype except for the primary color and the secondary colors (see page 21-22).

[5] Never fill the monogram or the logotype with images or gradient colors. [6] Never place the monogram or the logotype on a background wit busy patterns. [7] Never place the monogram or the logotype on a background wit busy photography.


MOTOWN RE-BRANDING

[1]

[2]

[3]-1

[3]-2

[4]

[5]

[6]

[7]

VISUAL STANDARDS


PHASE 1.1

28

THE NEW LOGO


MOTOWN RE-BRANDING

2

A NEW LOOK With a brand new look, Motown is ready to start our mission and fulfill our value.

VISUAL STANDARDS


PHASE 2.1

TYPEFACES

Voice through typefaces Typefaces have a voice of themselves. In order to have a consistent voice, please follow the type standard.

Alright Sans

Gotham Round


MOTOWN RE-BRANDING

Thin

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ff fl fi

Medium

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Medium

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ff fl fi

» Alright Sans is the primary typeface, which has a large range of type weighs. Alright Sans Thin 8pt-14pt is the ideal weigh for body text. Alright Sans Medium is the ideal weigh for headline or big quote type. » Gotham Round Medium has a friendly voice and will be mainly used for community event, when the target audience are children and families.

VISUAL STANDARDS


PHASE 2.2

COLOR STANDARD

Let the colors speak for us Typefaces have a voice of themselves. In order to have a consistent voice, please follow this color palette.

Motown has more than 30 products and

Motivating Red

service, each of them fulfill Motown's value

Motivating Red is a secondary color. We

differently. When using our color palette,

recommend using red in community event

please consider how each color represents

or service.

different Motown values, and use them accordingly.

Nurturing Aqua Nurturing Aqua is a secondary color. We

Motown Black

recommend using it in educational service

Motown Black is the primary color for our

when the target audience are individuals.

monogram and logotype. It is calm, mature

And we will prefer using it as background

and modern. Please use Motown Black on

color or graphic element color.

most of our type setting—body text, quotes and headline. Also, use Motown Black as the main color on occasions when the target audience are the majority society, such as Motown galleries, fine art label, fashion label, and Motown school for arts.

Inspiring Yellow Inspiring Yellow is a secondary color. We recommend using along with other colors. We would prefer using it as a spicing up color, which applied to small details and graphic elements.


MOTOWN RE-BRANDING

Motown Black Panton Process Black R:0 G:0 B:0 #000000

Motivating Red Panton 172 M R:252 G:93 B:63 #FC5D3F

Nurturing Aqua Panton 344 M R:161 G:222 B:184 #A1DEB8

Inspiring Yellow Panton 114 M R:252 G:223 B:73 #FCDF48

VISUAL STANDARDS


PHASE 2.3

IMAGE STYLE

Images talk the loudest Images have the loudest voice as a visual element. In order to talk in the same voice and deliver Motown's mission and value correctly, please use images carefully.

[1] Delightful and confident

[3] Clean and contemporary

[2] Bright space

[4] Happy and communicating [5] Spacious and modern [6] Inspiring and technical

[1]

[2]


MOTOWN RE-BRANDING

[3]

[4]

[5]

[6]

VISUAL STANDARDS



MOTOWN RE-BRANDING

3

EXTENSIONS With a bigger vision, Motown is here to fulfill not just our own values, but all of us.

VISUAL STANDARDS


PHASE 2.1

EXTENSIONS CHART

FULFILL OUR VALUES » Motivate + Individual impact/Social impact (either or both) » Inspire + Individual impact/Social impact (either or both) » Nurture + Individual impact/Social impact (either or both)

[1] BG Public Relationship

[17] Motown Art & Design Innovation Lab

[2] Motown Black Forum

[18] Motown School for the Arts

[3] Motown Journal & Photography

[19] Motown Campus Meet-up Center

[4] Motown Fashion Label [5] Motown Fine Art Label [6] M-Gallery [7] Motown Publish [8] BG Theatre

[20] Berry Gordy Scholarship [21] Motown Urban Plan Studio [22] Motown Rehab Center [23] Motown Community Library [24] Motown Rising Starts

[9] BG Professional Practices Center

[25] M-Talk for the Teens

[10] Motown Take-in Workshop

[26] M-Radio Broadcast

[11] BG Talent House

[27] Motown Weekend Food & Art Fair

[12] BG Garage Project

[28] Motown Poetry Road Trip

[13] Motown Camp #1 [14] Motown Camp #2 [15] Berry Gordy Foundation [16] BG Legal Consultant for Art & Design

[28] Motown Institute for Arts [30] Motown Design Week [31] Motown Film Festival


MOTOWN RE-BRANDING

22][23][24]

[

19] [ ] 20 [

Motivate

25] [26] [ ][ ] 27 28 [

29] [ ] 30 [ ] 31 [

21

[

]

4 5 [ ][ ] 6 7 [ ] 8

[ ][ ]

2 3

[ ][ ]

Inspire Social Impact

Individual Impact 3 values plus 2 impacts

17] [ ] 18

[

1

[ ]

Nurture

9 10] [11] [12] [ ][ ][ ] 13 14 15 [ ] 16 [ ][

VISUAL STANDARDS


PHASE 2.1

EXTENSION DESCRIPTION

DEFINE OUR VALUES » Motivate our community » Nurture the individual talents » Inspire the social majority

40

What makes our products to be worthy of

Nurture

bearing the name of Motown? How do they

We offer African American individuals who

carry our mission? Here is how we define

want to pursuit a creative career a place and

the value of our products.

environment to achieve their goal. What we

Motivate When we target on the African American community, we want to motivate them. We want them to be proud of themselves, to be proud of their ethnicity. We want them to know that they are able to achieve their dreams like anyone else. We let them

provide them are beyond knowledge and skill, we also mentor them. We are there for them when they are in doubt and lost. We will be by their sides when they need help and support. We believe that one day, these individuals will be success and offer their support back to the community and their next generation.

know that they are loved and cared. We

Inspire

believe that when one soul is motivated and

We provide platforms and stages for African

touched, the whole community is affected.

American artists to showcase their talents. Most importantly, use their talents to inspire and impress the majority society.


MOTOWN RE-BRANDING

[1] BG Public Relationship Inspire + Motivate + Social Impact

Berry Gordy Public Relationship runs national campaigns that aims to bring the social awareness on African American talents to the majority, at the same to motivate and inspire African American artists to be confident and pursuit their dreams. [2] Motown Black Forum

Inspire + Motivate + Individual Impact + Social Impact

Black Forum was one of Motown’s labels that record civil right speech, such as Martin Luther King’s “I have a dream”. today, Black Forum is a documentary products that reach out for African American artists and designers, document their lives, works, struggling and how they think of the current social issues. Black Forum is building up an African American artists and designers archive for the future generation. [3] Motown Journal & Photography

Inspire + Motivate + Individual Impact + Social Impact

Motown Journal & Photography encourages young people to observe their daily lives and present them with the method of visual art. It provide young people an opportunity to voice up, to bring understanding and insight to the majority society. [4] Motown Fashion Label

Inspire + Nurture + Individual Impact + Social Impact

Motown Fashion Label is a fashion collection of African American fashion designers. Besides an online store, it co-brands with several fashion boutique stores that target the high-end market. Onsite Location: New York City, San Francisco, Los Angeles, Chicago

[5] Motown Fine Art Label Inspire + Nurture + Individual Impact + Social Impact

Motown Fine Art Label selects the very best fine art products designed by African American artists. Besides an online store, it co-brands with several fine art boutique shops that target the high-end market and a few Museum gifts shops. Location: MoMa(SF and NYC), Metropolitan Museum of Art, Guggenheim, Museum of Contemporary Art(LA, Chicago, Detroit)

VISUAL STANDARDS


PHASE 2.1

EXTENSION DESCRIPTION

[6] M-Gallery Inspire + Nurture + Individual Impact + Social Impact

M-Gallery scouts talent African American artist whose names are still unknown, and introduce their art works to the public. The gallery will also help them to sell their art works and to find a suitable market in the art industry. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore

[7] Motown Publish Inspire + Nurture + Individual Impact + Social Impact

Motown Publish provide African American creative writers and poets a platform to publish their works so that more people will get inspired. [8] BG Theatre

Inspire + Nurture + Individual Impact + Social Impact

BG Theatre not only provide platforms to African American performing artists to present their talent, it also introduce new artists to the majority and lead them to a bigger stage. Performing arts include theatrical play, ballet, symphony, modern dancing, etc.. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore

[9] BG Professional Practices Center Nurture + Motivate + Individual Impact

BG professional practices center offers graduating students professional practices training and career development. It co-brands with city colleges and community colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore

[10] Motown Take-in Workshop Nurture + Motivate + Individual Impact

Take-in workshop help people to orient themselves before they make a decision to attend an art school. The workshop provides brief art history classes, introduces and explains different kinds of art and design principles. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore


MOTOWN RE-BRANDING

[11] BG Talent House Nurture + Motivate + Individual Impact

BG Talent House is a talent agency and representative to African American artists and designers. Location: New York City, Oakland, Los Angeles, Chicago

[12] BG Garage Project Nurture + Motivate + Individual Impact

BG Garage Project teaches African American artists & designers how to think like a leader and entrepreneur. They will learn how to build an successful African-American-owned business in the art and design industry and the meaning of community responsibility. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore

[13] Motown Camp #1 Nurture + Motivate + Individual Impact

Motown Camp #1 is a 2-week intense workshop for artists & designers to plan and execute their art projects. People will work together and help each other to start their project from scraps. Motown Camp #1 co-brand in art colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore

[14] Motown Camp #2 Nurture + Motivate + Individual Impact

Motown Camp #2 is a 2-month intense workshop for artists and designers to start their own creative business. After 2-month workshop, they will team up a fellowship network which allow them to follow up with each others’ new business so that they can keep motivating and helping each other. Motown Camp #2 co-brand in art colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore

[15] Berry Gordy Foundation Nurture + Motivate + Individual Impact

Berry Gordy Foundation provides a platform for African American artists and designers to submit grant proposals for their art projects. It also provides financial investment for startup business in African American art and design community.

VISUAL STANDARDS


PHASE 2.1

EXTENSION DESCRIPTION

[16] BG Legal Consultant for Art & Design Nurture + Motivate + Individual Impact

BG Legal Consultant provide legal support to African American artists and designers when they are facing problems such as copy right or plagiarism issues. Location: New York City, Oakland, Los Angeles, Chicago

[17] Motown Art & Design Innovation Lab Nurture + Inspire + Individual Impact

Motown art & design innovation lab is a weekend seminar helps artists and designers to keep up with the latest news on high tech and relevant innovation in all fields. The seminar encourage artists and designers to embrace the new technology, to apply them into their works, and to make their art works relevant to the society. The innovation lab will co-brand with city colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore

[18] Motown School for the Arts Nurture + Inspire + Individual Impact

Motown School for the Arts focus on the unique African American art and design style through history, encourage students to develop their own voices as African American artists & designers. Most importantly, to shape an unique voice and style that will only related to Motown School. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore

[19] Motown Campus Meet-up Center Motivate + Nurture + Individual Impact

Motown Campus Meet-up Center mentors art and design students, help them to fit into the art and design community and the future industry. The meet-up center co-brands with art schools and city colleges. Location: New York City, Philadelphia, Oakland, Los Angeles, Chicago, Detroit, Atlanta, Baltimore


MOTOWN RE-BRANDING

[20] Berry Gordy Scholarship Motivate + Nurture + Individual Impact

Berry Gordy Scholarship financially help art and design students to finish their art education or academic projects. It is also a platform for African American entrepreneurs who want to give back to their community and offer their financial support. Note: Berry Gordy Scholarship is only available to M School for the Arts' students.

[21] Motown Urban Plan Studio Motivate + Nurture + Individual Impact + Social Impact

Motown Urban Plan Studio offers African American architects and urban planners a opportunity to provide African American community an inspiring environment. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore

[22] Motown Rehab Center Motivate + Inspire + Individual Impact

Motown rehab center applies art therapy to help women and children to get covered from either physical or emotional trauma. Most of these women and children are from low-income communities, and suffer physical or emotional abuse from the past. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore

[23] Motown Community Library Motivate + Inspire + Individual Impact

Motown Community Libraries locate in low-income African American neighborhoods, where the educational source is limited. It brings the art and design atmosphere to the community to nurture souls that desire for art and beauty. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore

VISUAL STANDARDS


PHASE 2.1

EXTENSION DESCRIPTION

[24] Motown Rising Starts Motivate + Inspire + Individual Impact

Motown Raising Star go to public schools in African American neighborhood and discover young kids who are gifted with arts. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore

[25] M-Talk for the Teens Motivate + Inspire + Individual Impact + Social Impact

The M-Talk gives motivational talks and lectures in public high schools in African American neighborhood. It aims to motivate and give hope to young kids, specially those who are from low in-come communities. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore

[26] M-Radio Broadcast Motivate + Inspire + Individual Impact + Social Impact

The M-Radio is an online live broadcast that focus on the latest news on art and design in the African American community, as well as interviews, motivational talks. [27] Motown Weekend Food & Art Fair

Motivate + Inspire + Individual Impact + Social Impact

Motown Weekend Fair bring food, art and music to the African American communities. This weekend fair hope to help young kids to discover their earlier interests in art, guide them to some positive and good hobbies. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore

[28] Motown Poetry Road Trip Motivate + Inspire + Individual Impact + Social Impact

Gifted African American performing poets will team up and go on a national road trip to bring literature, music and free thinking to the African American community, and to give their voices to the society. Location: Philadelphia, Oakland, Los Angeles, San Francisco, Chicago, Detroit, Atlanta, Baltimore


MOTOWN RE-BRANDING

[29] Motown Institute for Arts (M.I.A) Nurture + Inspire + Motivate + Individual Impact + Social Impact

M.I.A is an African American art and design association. It has regional chapters that provide local artists and designers a place for networking, professional lectures, event and job opportunity. It motivate, inspire and nurture artists and designers, bring impacts individually and socially. [30] Motown Design Week

Nurture + Inspire + Motivate + Individual Impact + Social Impact

Motown Design week is an annual design fair to showcase the works of African American designers, and award designers who make great contribution to the community. Designers include graphic designer, photographer, interior designer, architecture, industry designer and fashion designer. Motown Design week has a significant impact on the art and design industry, it inspire not only African American artists, but the whole majority society and influence many people. [31] Motown Film Festival

Nurture + Inspire + Motivate + Individual Impact + Social Impact

Motown Film Festival holds once a year in New York, Chicago San Francisco, and Los Angeles. It has become one of the most important festival in the film industry. Every year it showcases the finest films of the year that made by African American film makers. Stories of these films honestly reflect the social issues, the everyday struggling of the Black lives, the loves and hates between people. Motown Film Festival brings the spot light to the new talents, gives voices to the majority society, inspires them and at the same time motivate the African American community.

VISUAL STANDARDS


Copyright Š 2016 Wuhang Lin All rights reserved Printed and bound in United States of America Designed & concept // Wuhang Lin Copy & Editing // Wuhang Lin Typefaces: All Right Sans/ Chaparral Pro This book was created as part of a project for Academy of Art University 79 New Montgomery Street, San Francisco, CA School of Graphic Design Nature of Identity // Spring 2016 Instructor // Hunter Wimmer



PHASE 1.1

50

THE NEW LOGO


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.