L U X I T Y
M E D I A
DESIGN AND BRAND GUIDELINES
Luxity Media Level 2, 45 Phillip St Sydney 2000 Australia
Website www.luxity.com.au
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LUXITY MEDIA THE JOURNEY Luxity Media is one of Australia’s most engaging and fastest growing new media companies. We build highly engaged male skewed audiences across Australia, reaching over half a million young men across the country, every month.
With more than 24,000,000 impressions a month, and the largest social following in the space, with 400% more total interactions than their closest competitors, Luxity Media offers brands unprecedented access to Gen Y Australian males aged 18-44. Working with global and national brands such as TAG Heuer, American Express, Nike, Tommy Hilfiger, Johnnie Walker, and
Jaguar Land Rover, Luxity Media specialises in the production of compelling native and social content supported by high engagement distribution. With both websites and their assets continuing to build independent identities and experiences, Luxity Media offers brands and media agencies the ability to publish and share original content across multiple channels, within the same campaign, executing on budgets more efficiently to deliver unbeatable ROI for clients.
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THE MASTERBRAND Our Logo is the key building block of our identity, the primary visual element that identifies us. The logo is the primary logo and it should never be changed in any way.
Fonts & Typography Logo Construction & Clearspace
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FONTS AND TYPOGRAPHY 1) The Logo Symbol
THE LOGOTYPE 1
The Luxity Media masterbrand comprises of two elements, the logo symbol and logo type.
The symbol is the ‘X’ from the Luxity wordmark
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2) The Logo Title The Logo Type has been carefully chosen for
The Logo Type has been carefully chosen for its modern and yet refined, corporate style. The typeface and secondary text is Pluto Sans Condensed. Keeping the same typeface compliments and balances perfectly with the logo symbol. The master logo is presented through the use of mono tones as well as shape and form. The two corporate colours are Black and White. It is a timeless and classic blend of colours chosen for their strong combination.
LOGO DARK PRIMARY VERSION
its modern and yet refined, calssic style. The typeface and secondary text is Pluto Sans. Keeping the same typeface compliments and balances perfectly with the logo symbol.
1) The Master Logo The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an alternative below.
LOGO DARK SECONDARY VERSION
LOGO LIGHT PRIMARY VERSION
LOGO LIGHT SECONDARY VERSION
3) The Logo Dark Versions will be used when the backround color ist light colored. 4) The Logo Light Versions will be used when the backround color ist dark colored.
Recommended formats are: .eps | .ai | .png | .jpg | .tiff
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4
Attention: Use of any stylised, animated, hand drawn or other versions of a inofficial logo is not permitted. This undermines the logo system and brand consistency.
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LOGO CONSTRUCTION & CLEARSPACE
It is important to keep the wordmark clear of any other graphic elements. To regulate this, an exclusion zone has been established around the wordmark. This exclusion zone indicates the closest any other graphic element or message can be positioned in
relation to the mark of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
0.5 x 0.5 x
x
1.5 x
0.5 x
CLEARSPACE
CLEARSPACE
Logo Symbol
Full Logo
1
/2 x
1
/2 x
x
1
Definition Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
1
/2 x
1
/2 x
/2 x
1
/2 x
x
/2 x
1
/2 x
1
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APPLICATION ON A BACKGROUND
PRIMARY DARK
PRIMARY LIGHT
SECONDARY LIGHT
SECONDARY DARK
Version
Version
Version
Version
MINIMUM LOGO SIZES
20 mm
5 mm
30 mm
10 mm
Logo Symbol Minimum Size: 5 mm x 5 mm
40 mm
15 mm
Full Logo Minimum Size: 20mm x 3.33 mm
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LUXITY MEDIA TYPOGRAPHY The Luxity typographic hierachy should be obeyed when producing content for any form of median. The switch between font families is paramount to uphearing to Luxity’s brand guidelines
Primary Font Secondary Font
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A
LUXITY MEDIA TYPOGRPHY THE PRIMARY FONT Pluto Sans Condensed - the straight companion of the Pluto Family - was designed by Hannes von Döhren in 2012. This clear Sans Serif family is based on the Pluto architecture and it still has a hint of the friendly feeling the quirky Pluto conveys. With its geometric forms and its large x-height it is perfect for long texts in small sizes and usage in print & on screens.
PLUTO SANS CONDENSED
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
PRIMARY FONT PLUTO SANS CONDENSED
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 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
Regular
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
0 1 2 3 4 5 6 7 8 9 0 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
Numbers
Special Characters
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LUXITY MEDIA TYPOGRPHY THE SECONDARY FONT Source Sans Pro was designed by Paul D. Hunt under the guidance of Robert Slimbach. It was Adobe’s first open source typeface family, conceived primarily as a typeface for user interfaces. Source Sans Pro draws inspiration from the clarity and legibility of twentieth-century American gothic typeface designs
SOURCE SANS PRO
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
PRIMARY FONT SOURCE SANS PRO
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 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
Regular
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
0 1 2 3 4 5 6 7 8 9 0 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
Numbers
Special Characters
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FONT HIERACHY Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key
Font Hierachy
information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy.
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CONTENT TEXT AND INNER HEADLINES
Caption Text
Luxity Media Source Sans Pro Regular 6 pt Type / 9 pt Leading
HEADLINES AND TYPOBREAKS
Copy Text
Luxity Media Source Sans Pro Regular 8 pt Type / 11 pt Leading
Headlines Copy Text
LUXITY MEDIA Source Sans Pro Semibold 10pt Type / 10pt Leading
Sub Headings
LUXITY MEDIA
Pluto Sans Cond Bold - Capital Letters 16pt Type / 16pt Leading
Headlines
LUXITY MEDIA
Pluto Sans Cond Bold - Capital Letters 34pt Type / 30 pt Leading
Title & Headers
LUXITY MEDIA
Pluto Sans Cond Heavy - Capital Letters 48pt Type / 48 pt Leading
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COLOR PALETTE THE PRIMARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the Luxity’s corporate identity. The colorways are recommendations for various media. A palette of primary colors has been developed, which comprise of the Luxity Brand color scheme. Consistent use of these colors will
Primary Color System Secondary Color System
contribute to the cohesive and harmonious look of the Luxity brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.
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PRIMARY COLOR SYSTEM Explanation: The Design.Inc Company has three official colors: Yellow, Black and Gray. These colors have become a recognizable identifier for the company.
Usage: Use them as the dominant color palette for all internal and external visual presentations of the company.
PRIMARY COLOR WHITE
PRIMARY COLOR BLACK
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-
COLOR CODES
COLOR CODES
CMYK RGB Web
CMYK RGB Web
: C000 M000 Y000 K000 : R255 G255 B255 : #ffffff
: C000 M000 Y000 K100 : R000 G000 B000 : #000000
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SECONDARY COLOR SYSTEM Explanation: The Secondary colors are complementary to our official colors, but are not recognizable identifiers for our company. Secondary colors should be used sparingly.
Usage: Use them to accent and support the primary color palette.
COLOR CODES CMYK
: C000 M000 Y000 K080
Tones
RGB Web
: R087 G087 B086 : #575756
RGB Web
: R135 G135 B135 : #878787
RGB Web
: R178 G178 B178 : #b2b2b2
RGB Web
: R218 G218 B218 : #dadada
COLOR CODES CMYK
: C000 M000 Y000 K060
Tones
COLOR CODES CMYK
: C000 M000 Y000 K040
Tones
COLOR CODES CMYK Tones
: C000 M000 Y000 K020
THANK YOU For further question do not hesitate to contact us.
Luxity Media Level 2, 45 Phillip St Sydney 2000
JACK SLADE Publishing jack@luxity.com.au +61 423 907 408
JAMES WANT Creative Director james@luxity.com.au +61 413 079 208
ANTONIO CASTIGLIA Sales antonio@luxity.com.au +61 413 944 339
JOHN MCMAHON Editorial john@luxity.com.au +61 422 546 716
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