Late Lights Sunderland

LATE LIGHTS

SUNDERLAND

ART. CULTURE. LIGHTS. Brand Concept and Style Guide

Concept

Using the brand

Colours

Variations

What not to do

Implementation

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Concept A dynamic brand From dawn to dusk the sunlight changes its angle and strength, allowing different lightings on basically everything that’s on the surface of earth. That fact, together with other influential factors as the seasons or weather, can imply in wide range of colours and contrast being casted on things.

The brand and its visual identity can have variations according to these lighting changes through time and include man made buildings interfering on the landscape, as they are part of the city itself.

There are 3 different colour palettes for the brand that can be swifted either trhough digital displays, projections ou printed material.

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Using the brand Spacing Safety space based on the “A” letter of the brand.

LATE LIGHTS

SUNDERLAND

Reduction The minimum size of application of the brand is 2cm wide, keeping the original proportion.

This size was chosen considering the details on the brand, which would lose quality if applied in smaller sizes.

2cm

LATE LIGHTS

SUNDERLAND

Colours Morning Palette

LATE LIGHTS

SUNDERLAND

C M Y K Pantone 5477

75 55 55 30 C

C 70 M 50 Y 50 K 20 Pantone 431 C C 55 M 30 Y 45 K 5 Pantone 5565 C

There are 3 different colour palettes of the brand that will change through the day according to the time.

C 45 M 25 Y 50 K 0 Pantone 5635 C C 30 M 15 Y 45 K 0 Pantone 7493 C C 5 M 10 Y 45 K 0 Pantone 461 C

Colours Afternoon Palette

LATE LIGHTS

SUNDERLAND

9 C 80 M 40 Y 50 K 10 Pantone 7475 C C 30 M 90 Y 100 K 30 Pantone 7624 C C 20 M 80 Y 100 K 10 Pantone 7584 C C 0 M 55 Y 100 K 0 Pantone 715 C C 0 M 35 Y 90 K 0 Pantone 143 C C 0 M 0 Y 45 K 0 Pantone Yellow 0131 C

Colours Evening Palette

LATE LIGHTS

SUNDERLAND

C 0 M 0 Y 0 K 90 Pantone 669 C C 25 M 25 Y 40 K 0 Pantone 7642 C C 25 M 25 Y 40 K 0 Pantone 7420 C C 25 M 25 Y 40 K 0 Pantone 710 C C 25 M 25 Y 40 K 0 Pantone 157 C C 25 M 25 Y 40 K 0 Pantone 1365 C

Variations Grayscale

Negative

LATE LIGHTS

SUNDERLAND

K

90

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60

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50

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40

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30

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20

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LATE LIGHTS

SUNDERLAND

The grayscale and nagetive versions of the brand share the same colour palette

What NOT to do Distortion The brand should always keep its proportions and orientations, distortions as rotations, shears and stretches are not allowed.

LATE LIGHTS

SUNDERLAND

Stretch

LATE L

SUNDE

IGHTS

RLAND

Rotation

LATE LIGH

SUNDERLA TS ND

Shear

Visual pollution The area around the brand should be clean and fit well with other images used in the composition.

LATE LIGHTS

SUNDERLAND

LATE LIGHTS

SUNDERLAND

Implementation

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