It’s not just what you see...
but what you feel.
CONTENTS
MISSION STATEMENT
8
VISION
10
INSPIRATION
12
BRAND
14
Logo Logo-mark Dos & Don’ts Typeface Colour Grey-scale Black & White Strap-line Size & Space
APPLICATION
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MISSION STATEMENT
8
O
ur mission for the MCAST 2015 annual exhibition is “to provide a high quality, unique and inspirational experience within a fun environment for both artists and the general public by providing a visual package as part of the experience that is not only pleasing aesthetically but even emotionally as well.� 9
OUR VISION
T
ogether as one solid team we gathered, observed, and reviewed several different solutions that would package and provide an outstanding experience both for the exhibitor and the viewer. Working hand-in-hand with HSBC’s “water programme�, we sought to focus on all of the 5 human senses, but also provided solutions that spread awareness on water management through intelligent and eye catching design.
INSPIRATION
E
verything starts from a simple idea. The message and aesthetics of this brand are built around the people who lack one particular human sense; eyesight. Us designers, treasure eyesight the most and this made us realise that although blind people cannot see, they still feel everything around them both in terms of material objects and emotions. Hence the quote we dedicated for this exhibition: “It’s not just what you see, but what you feel” Through this message and thought process, we decided to build the brand around the only means blind people can understand written vocabulary; Braille. In addition, we wanted to incorporate the importance of the “eye” by combining both of the senses together.
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THE LOGO
first priority always utilises a dark background
PANTONE 306C C:81 M:3 Y:5 K:0 R:0 G:178 B:226
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C:0 M:0 Y:0 K:0 R:255 G:255 B:255
THE LOGO-MARK first priority always utilises a dark background
PANTONE 306C C:81 M:3 Y:5 K:0 R:0 G:178 B:226
C:0 M:0 Y:0 K:0 R:255 G:255 B:255
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THE LOGO
a white background may be used only when truly necessary
PANTONE 306C C:81 M:3 Y:5 K:0 R:0 G:178 B:226
16
C:0 M:0 Y:0 K:90 R:65 G:64 B:66
THE LOGO-MARK
a white background may be used only when truly necessary
PANTONE 306C C:81 M:3 Y:5 K:0 R:0 G:178 B:226
C:0 M:0 Y:0 K:90 R:65 G:64 B:66
17
LOGO DO’S & DONT’S 05. Colour change. Changing background colour will only cause confusion throughout the brand. Stick to the grey and white and avoid using other colours. 01. Appropriate colours, background and space.
06. “Give it some drop shadow!”
When applying the logo, always use the appropriate colours. The grey background is a must and should be used throughout. Always leave the logo some breathing space.
No, do not fall into the temptation of adding what need not be added. Do not add a drop shadow to the logo.
02. Secondary option.
07. Wild ‘n’ crazy.
The logo must be used on a white background ONLY for extreme printing purposes. The official main logo must always be on a grey background.
How would you feel to have your hair messed up after blow-drying it or gelling it ? That’s right, don’t alter the dots in both position and size.
03. Not a fairytale.
08. Inverting.
Using glow around the logo is like Tinkerbell in Peterpan. Do not use outer or inner glow in the logo.
Every element has been assigned its own colour based on certain reasons and carries a specific meaning.
04. Strip-tease.
09. The use of imagery.
Every element in the logo has a meaning. Respect that and do not remove or add elements within the logo.
Do not enclose an artwork inside the logo. A template will be provided to show how the logo can be used on a desired artwork.
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01.
04.
07.
02.
05.
08.
03.
06.
09.
TYPEFACE
D
osis is a clean and fun sans serif font family to work with. Very easy to read and not heavy on the eye. This font was chosen due to its round edges and minimal structure that compliments the rest of the visuals. Although Dosis is offered in a family of 7, the brand is set up of only 2. “Dosis Medium”, which is a balanced typeface will be used for titles and headings, whilst “Dosis Light”, which is a more minimalist typeface will be used for copy and any other reference material.
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Dosis - Medium
Aa 07
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ
Dosis - Light
Aa 07
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ 21
COLOURS
C
olour has been chosen to compliment a successful way-finding system. Not only are the colours vibrant but they are also there to guide the people throughout the exhibition. These colours help differentiate each individual section of the exhibition.
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PANTONE 116C C:0 M:18 Y:100 K:0 R:225 G:205 B:0
PANTONE 360C C:61 M:0 Y:96 K:0 R:108 G:192 B:73
PANTONE 306C C:81 M:3 Y:5 K:0 R:0 G:178 B:226
PANTONE 1785C C:0 M:86 Y:55 K:0 R:255 G:72 B:91 23
COLOURS grey-scale
T
he logo and logo-mark can be used in grey-scale. It is important to follow the exact information provided regarding colour. One slight alteration can change the overall look. Two sets have been designed for use on both a dark and white background.
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95% Black
95% Black
10% Black
95% Black
10% Black
50% Black
95% Black
50% Black 25
COLOURS black & white
I
deally, both the logo and logo mark are used in grey scale and not in black and white. The inner circle on the white background version has been removed ONLY in this instance in order to avoid heavy weight on the stroke. Otherwise, the version with the dark background is preferred.
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100% Black
0% Black
100% Black
100% Black
0% Black
100% Black 27
THE STRAP-LINE
T
he strap-line is the quote dedicated to the 2015 exhibition “tikka�. On the right are 3 different versions that illustrate how the strap-line can be applied. The grey lines and dot are guides that explain the spacing between the logo and the strap-line. The first version is the preferred one.
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01. It’s not just what you see, but what you feel.
02.
It’s not just what you see, but what you feel.
03.
It’s not just what you see, but what you feel.
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SIZE & SPACE
SAFE AREA PAGE CORNER
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SAFE AREA PAGE CORNER
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APPLICATION social media purposes
I
t is acceptable for the logo to be applied to a preferred artwork by the user in order to upload and share on any social media applications (such as Facebook, Instagram, Twitter etc). When uploading and sharing an artwork related to “tikka�, one must include a typed hashtag in their post which is: #tikka
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The logo must always be set at 80% opacity when applied on an artwork.
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exhibition branding MCAST 2015