BRAND GUIDELINES
INTRO DUCTION Welcome to the River City Sound Sessions branding guideline and thank you for choosing us. River City Sound Sessions is a music festival held every year, it attracts a wide range of audiences and showcases some of Waikato Institute Of Technology’s most talented students. The performances range in genres and exhibit a variety of cultures and sounds, and allows for upcoming artists to finally perform live and share their passion. Here at River City Sounds Sessions, our branding represents not only us but the students performing, thus making it important that the branding is used correctly. The following guideline ensures that the standard and quality of our branding is maintained and remains true to our unique identity. We aim to connect with our audience through cohesive messaging and the use of various elements and mediums within the digital world and print. The use of our branding guidelines must be adhered to so that our brand identity is viewed with value and confidence. If you seek any advice or further information please do not hesitate to contact us.
Content
CONTENT 1 MISSION VISION VALUES
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2 LOGOS
8 - 13
3 LOGO SIZE + REQUIREMENTS
14 - 19
4 COLOUR
20 - 25
5 TYPEFACES
26 - 30
6 APPLICATION
31 - 37
7 STATIONARY
38 - 39
8 WEB & APP
40 - 43
9 MERCHANDISE
44 - 45
10 MESSAGE
46 - 47
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1 4
MISSION VISION VALUES
Mission
MISSION
Mission
Our mission at River City Sound Sessions acts as a guide and can be referred back to when weighing up actions and overall decisions. Our mission is:
- To celebrate young musicians and artists - To celebrate traditional and cultural innovation - To inspire and captivate our audience
- To create value and too make a difference to our audience - To provide open participation to the general public - To provide a venue with high quality services and amenities
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Vision
VISION It is our vision to showcase and support these rising talents within the music industry. We believe that Waikato has some very gifted musicians and we want to help give them a head start in their careers. By providing this initial platform for them to perform, we hope that these students will gain valuable experience and support from local audiences, allowing them to exceed further into their profession. We also aim to encourage our audiences to support the local music industry, so that these budding young artists can be become successful. We hope that River City Sound Sessions can begin to expand and grow, so that in the future, students can perform throughout New Zealand, not just in Hamilton.
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Values
VALUES River City Sound Sessions not only consists of various values but also encourages them within our artists. Passion- We believe this is one of our most important values, we want our artists to be passionate about what they do, we want to be passionate about sharing their talent, and finally we want our audience to be passionate about the talent that they have come to see. Without the passion and dedication these musicians have they wouldn’t be where they are today. Individuality- We want River city Sounds Sessions to be a unique experience and for our artists to also be unique, so that every year we provide a show that our audiences feel is different from the last and yet still immensely enjoyable. Growth- We encourage growth within our musicians but we also hope to grow and expand ourselves, to reach out to an even greater audience and share the talent that Wintec has every year. Inspire- We want to inspire our musicians, inspire our audience and inspire future generations Quality- Overall we want our festival to be nothing but quality, with superior artists, venues and amenities. We encourage our artists to be the best and to give their all when they ’re on stage.
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LOGOS
Logos
We at River City Sound Sessions, felt that with such broad genres and cultures of music being showcased it was too difficult to design a logo that would define such a broad event. Instead we have targeted their environment, using the iconic Fairfield Bridge that rests over the Waikato River. The expression lines give the logo a feel of liveliness, music and fun. It also symbolises light beams as the festival is held in the evenings. The logo is deliberately not isometric to add to the fun feel we want the brand to have, it also is not isometric so that it can be integrated with the text and different type headings. We have decided not to settle for one primary logo, instead we have designed three that can be used depending on the background and merchandise This logo can be used over white backgrounds or in more formal matters, such as letters or one vehicles. This is a very versatile and simple form of the logo. This logo is ideal for low cost printing.
Black logo
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Logos
Similar to the black logo the white logo can be used for various merchandise and placed over dark back grounds. This logo is ideal for low cost printing. The reason why we went with a white logo, as it links well with the black version and is still a clear recognisable logo. The white logo is very versatile and can be used in colourful poster designs right through to website and app usage.
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White Logo
Logos
This logo is ideal for larger advertisements, or for when you really want to stand out, such as business cards, billboards and pamphlets. This can be used on coloured backgrounds or plain back grounds, as long as the background does not clash or hide the logo. We designed the coloured logo as it brings the brand to life and is very eye capturing. The colours cannot be altered and must remain River City Red, River City Purple and River City Light Purple.
Coloured Logo
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logos
Monochromatic logotype The mono chromatic logotype was created primarly for black and white print and cost solutions. As you can see the logo doesnt change much which is great for mass producing, keeping it full form and attributes.
The white logo was created to use on black backgrounds, making the logo a lot more versatile with app and web usage. The Black logo is ideal for white or light backgrounds such as letterheads and business cards.
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black & white usage
Secondary logo
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REQUIRE MENTS
Requirements
Clear space The clear space parameters for the logo are vital and must be adhered too. Other elements must not be too close the logo, as it may create a cramped or untidy visual. By ensuring you have given the required clear space it ensures that the logo is clear and stands out. The exclusion zones can be measured through the size of the use of the letter “o� in the word sessions. No images or elements can be closer than the size of
X X
this letter. The end points of the expression lines help to draw the inner box for the exclusion zone
Minimum size Our minimum size for our logo is 20.202mm high and 20.123mm wide. The reason the logo can be minimized
W: 20.202mm
even more is because the symbol is still
H: 20.123 mm
recognizable because of the uniqueness of the design. Minimizing the logo any smaller the expression lines and bridge loose their legibility.
clear space & sizing
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Requirements
Clear space usage
Music brings us together
The following images show why clear space is important and where not to place text. Any texts or images must be outside of the clear space.
YES
DO not place text on clear space to give the logo to breath.
Music brings us together
NO Music brings us together
NO 16
Clear space usage
Requirements
NO
NO
DO not stretch the
DO not rotate the
DO notchange the
logo in an way.
logo to suit, the logo
colour of any of the 3
must be straight on.
logos
NO
NO
NO
NO
DO not crop the symbol
DO not ctop the text
DO notchange the
from the text
from the symbol
heading text.
NO
NO
NO
DO not delete the
DO notchange the
DO not place text on
expression lines.
symbol
clear space to give the logo to breath.
DON’TS
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Requirements
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2 6 5
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4
3
5
2
The logo can only be placed in one of 6 locations, this allows for it to be clear, simple and consistent. The logo placement must also consider the exclusions zones and not be placed to close to the edge of the design. The six zones can either be:
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1.
Top Left
2.
Top right
3.
Bottom Left
4.
Bottom Right
5.
The Center
6.
Upper Middle
Logo Placement
Requirements
MUSIC BRINGS US TOGETHER
MUSIC BRINGS US TOGETHER
YES
YES
MUSIC BRINGS US TOGETHER
NO Our minimum size for our logo with the word-mark is 50.77mm high and 38.36mm wide. The reason this is the minimum size is because it is the smallest size the logo can shrink before the word-mark is too hard to recognize and becomes difficult to read.
Backround Usage
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COLOURS
Colours
RIVER CITY MIX
RIVER CITY PURPLE
RIVER CITY LIGHT PURPLE
RIVER CITY RED
pantone P83-16 C
pantone P83-16 C
pantone P81-7 C
pantone P 48-16
C35 M100 Y0 K13
C12 M192 Y0 K21
C0 M99 Y91 K11
pantone P48-16 C
The colours used for the coloured logo are shown in the above image, they must be adhered to and cannot be altered. The River City Mix consists of River City Purple, River City Light Purple and River City Red. The red and the purple contrast perfectly to create a lively night life feel, this is a very versatile coloured logo and is eye capturing.
Identity colours
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Colours
RIVER CITY BLACK
RIVER CITY GREY
RIVER CITY WHITE
pantone P 179-16 C
pantone 179-13 C
C0 M0 Y0 K82
C0 M0 Y0 K100
C0 M0 Y0 K82
R255 G255 B255
The three monochromatic colours used are River City Black, River City Grey and River City White. These logos are best for more professional matters or simple designs however it still gives off a fun and dynamic feel.
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Logo colurs
Colours
The following images show the correct application of the River City Sounds Sessions logo.
River City black on white. Black logo on white only.
River City Sound sessions
River City Sound sessions
River City Sound sessions
white on black back-
white on River city gra-
white on quod-tone image.
ground.
dient.
River City Sound sessions
River City Sound sessions
River City Sound sessions
white on white back-
colour on River city on
coloured on dark images.
ground.
black.
Colour usage
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Colour
Video placement These are examples of the correct use of the River City sound Sessions Branding in videos. Please note how the correct coloured logo has been used on each image, so that the logo is clear and defined. The logo can be used for transitions, fade outs and beginning or endings.
RIVER CIT Y black on white. black logo on white only
RIVER CIT Y black on white. black logo on white only
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Video usage
Colour
The following images show the incorrect use of our logo. It is important to note this and adhere to our guidelines. Incorrect use of the logo can cause a misinterpretation of our values, not only that, but it can look untidy and unprofessional.
NO River City black on a graident.
NO River City black behind a pattern.
NO River City coloured on a strong image.
backround usage
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TYPE FACES
Typography
ASAP
ABCDE FGHIJKLMN OPQRSTU VWKYZ abcdfghijklmnopqrstuvwkyz 0123456789 The main heading typeface that we have used is known as ASAP, this typeface is to be used mainly for headings and quotes. This san serif is very clean, with tidy curved edges to give a fun and youthful look. It ’s also a nice, bold, legible font which is easy to read and will stand out in any context, no matter what size. We have also selected this font as it works cohesively with the logos typeface.
Asap
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Typography
EQUIP
ABCDE FGHIJKLMN OPQRSTU V W KY Z a b c d f g h i j k l m n o p q r s t u v w k y z 0 1 2 3 4 5 6 7 8 9 Equip is the body copy typeface that can be used for any information or large bodies of text. This san serif font is thin and clean. This font feels and looks formal, targeting our professional side. Its crisp and clear format makes for easy reading yet ideal for relaying important information. This is a very sophisticated font, however it is not to be used for headings as it is not ideal for capturing passer-by ’s attention..
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Equip Light
Typography
B R AGA
A B C D E F G H I J K L M N O P Q R S T U V W K Y Z a b c d f g h i j k l m n o p q r s t u v w k y z
0
1
2
3
4
5
6
7
8
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Finally we have selected Braga to be our font used for small headings such as dates or location. This is a fun edgy font that complements our River City Sounds Session branding. The bold typeface is easy to read and stands out, it draws your eyes towards it on any poster design and helps to relay the vital information.
Braga
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APPLICATION
Application
poster designs The River City Sound Sessions logo
River City Sound
can be used on multiple platforms
Sessions A4 poster.
and posters are perhaps the most
using river city co-
important and effective for adver-
lours . example of
tising. The following images are
how the black logo
examples of poster ideas that have
can be used.
incorporated the logo into the image and still followed the correct guidelines. Using duotones and quadtone mixtures these posters have been correctly executed. As you can see in the examples the logo is clear and vibrant, it stands out and is not hidden or buried among a busy background.
River City Sound Sessions A4 poster design. using a selection of warmquod-tones with the white logo
River City Sound Sessions Billboard design
Poster Designs
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Application
We have also provided examples of correctly executed posters and billboards. Notice how the bright designs draw your attention in and stand out next to their bleak backgrounds.
It is important that the background and environment are taken into consideration when designing the poster, so that it stands out. Notice how the logo is clearly visible in each image and has plenty of clear space.
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Poster usage
vehicle branding
Secondary logo
Secondary logo
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Application
The River City Sound Sessions logo is very versaÂt ile. Depending on the colour, texture and tone of the image one of the three designed logo colours should suit. These examples show to correctly execute a brochure design.
Different River City Sound Sessions pmphlet designs. Again note how the logo is clearly displayed, and the rules of clear space have ben adhered to. You can see how they have placed the white logo over a darker colourful back ground, attracting your attention and clearly advertising what the brochure is about.
Brochure design for smaller print advertisement.
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pamphlets and brochures
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Application
Vehicle Branding The vehicle branding for River City Sound Sessions provides clean, modern and tidy vehicles. The branding has been done in either black or white and placed on vehicles of opposite colour. This makes the logo simple to read and provides the event with plenty of exposure as these vehicles are used daily around the city.
The company vans also show a similar design and are ideal for carrying equipment and staff around. Advertisements can also be placed on local buses.
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vehicle branding
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STATIONARY
Stationary
Here we also have examples of the brand use in more formal and professional matters such as business cards, letters and stationary. The fun and vibrant brand remains the same, yet by toning it down to the black or white logo choices, it can create professionalism which is important. Business card designs using
The business cards have used the coloured
the white and black logo with
logo to stand out and attract potential
the River City Gradient.
customer interest. Once again you can see how versatile the three different coloured logos can be, and how effective they are when correctly used.
Example of a letterhead document using the coloured logo.
Stationar y example using River City Sound Sessions logo and identity.
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etras merchandise
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WEB & APP
Web & App
In today ’s very technological age we have designed some potential examples of app and web usage for the River City Sound Sessions branding. You could potentially construct a very crisp and tidy website using formal wire frames, yet adding lots of colour to still give off a fun and musical vibe. Artists could create their own blogs and upload their own music, so that wish to can download and support these upcoming artists. You can see in all these examples
Example of the loading page of the River City Sound Sessions App.
that the branding guidelines have been adhered to, too once again effectively showcase River City Sound Sessions and our artists.
Music playing page where you can listen to uploaded music from other accounds.
Menu bar along side the music playing design and the home page.
App
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web & App
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Website
web & App
This image shows the potential usage of the River City Sound Sessions logo to create an interactive website, promoting the venue, the artists, Wintec and sponsors, as well as provide information about the night. The white logo has been chosen and given plenty of clear space and placed on a monochromatic image. We can see that the logo is distinct and visually pleasing.
example of the River City Sound Session Website in Action.
Website
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etras merchandise
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MERCHANDISE
Merchandise
Our brand guidelines also applies to other forms of merchandise. We have provided some examples of how to correctly apply the logo to several products. Again note the choice of logo has been applied to the merchandise, it is easy to read and stands out.
T-shirt design using the coloured logo with a dark black material.
C .D design using the white logo. booklet and case link together.
DVD design using the white logo and River City Sound Sessions colours and imagr y.
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MESSAGE
ITS MORE THAN JUST MUSIC We believe that River City Sound Sessions showcases more than just music, it shows the hard work, dedication and passion that these students just have. River City Sound Sessions simply wants to encourage and inspire musicians whether they have already hit the big time or are just starting out. We want to celebrate music from all genres and cultures, and our exhibition held every year allows for this. We offer musicians the opportunity to perform and share their talents. The students at Wintec and we at River City Sound Sessions would like to thank you for considering the use of our branding. We hope that all the information that you require can be found within this booklet, if not please do not hesitate to contact us at: rivercitysoundsessions@wintec.ac.nz
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