American Task Force Visual Standards Manual

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American Task Force Visual Standards Manual A Rebranding Project of Bureau of Alcohol, Tobacco, Firearms and Explosives

Published by Favie Chiu, 2016 For Academy of Art University MFA Graphic Design Course: Gr604 The Nature of Identity, Fall 2016. – For more information please visit

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www.maintainsafety.info

A M E R I C A N TA S K F O R C E


Contents

01

02

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03

Our Brand Basis

Our Visual Basis

Our Future

LOGO ELEMENT

08

LOGO ANATOMY

10

LOGO COLOR

12

LOGO LOCKUPS

14

LOGO CLEAR SPACE

16

DIMENSION RESTRICTIONS

20

INCORRECT VARIATIONS

22

SYSTEM T YPE

26

COLOR PALETTE

30

PHOTO ST YLE

32

TREATMENTS

36

MISSION IN ACTION

42

FUTURE EXTENSIONS

44

BUSINESS SYSTEM

46


“We need to recognize that bad people are doing bad things with these weapons. It’s not the law-abiding citizens, it’s not the person who uses it as a hobby.”

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—Michael Steele, American politician.

A M E R I C A N TA S K F O R C E


Our Brand Basis Logo Element Logo Anatomy Logo Lockups Logo Clear Space Dimension Restrictions Incorrect Variations

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Chapter

/ / OUR BRAND BASIS /


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01

AAM MEERRIICCAAN N TA TASSKK FFOORRCCEE


LOGO ELEMENT The New Logo Our symbol connects back to the idea of our mission— Forge an alliance with the people of today to create an atmosphere for trust, cooperation, and protection for the people of tomorrow.

We express the idea of maintain the “American Way”

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The new logo elements are connected to our new name— American Task Force. Using a shield and an eagle to address how we want to achieve our “American Way” The letter A is hidden under the logo as the eagle’s two claws. We protect people in a way that people will notice. The basic form of the logo is a triangle shield shape formed along with the head of the eagle. The whole pose of the eagle representing the idea “we are fierce and fearless. We are American Task Force.”

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Eagle, The Classic American Representation.

The wings and feather are just like shield protecting the people in America

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The angel of the initial “A�.

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The logotype is crafted with the same space and diagonal lines in the symbol.

A M E R I C A N TA S K F O R C E


LOGO ANATOMY The proportion and the alignment of the symbol and logotype is made up of diagonal lines. The basic consistency between logotype and symbol is the space in between the symbol and the logotype itself, especially the symbol, the space between the eagle head and wings are the same size as the A under the wings.

ALIGNMENT OF THE SYMBOL

THE ALIGNMENT OF LOGOT YPE AND SYMBOL

Protecting people under the wings

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We have a defined logotype. It has been crafted to be perfectly balanced for legibility and distinctiveness. The logotype should never be changed or altered in any way.

/ OUR BRAND BASIS /


3.5x

2.5x 3.5x

6x 12.5x

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1x

1x

X=Diameter of Box

A M E R I C A N TA S K F O R C E

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12x


LOGO COLOR

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In order to convey the idea of fierceness, our logo color stays within black and white zone. Depending on the backbackground color, we use only an black or only white logo.

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LOGO LOCKUPS The Logo has been crafted with proportions in mind. Our logo lookups are flexible to use in both vertical and horizontal ways. The logo lockup should always be reproduced from the master artwork. It should never be altered, redrawn or manipulated in any way.

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Using the logo in the right way is legible for our user to clearly understand the message.

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HORIZONTAL LOCKUP

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BADGE LOCKUP

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VERTICAL LOCKUP

A M E R I C A N TA S K F O R C E


LOGO CLEAR SPACE In order to make the symbol easy to recognize. We are going to follow the rules below. We believe taking out noises can make our audience hear us loud and clear. The exclusion zone defines the minimum amount of clear space you need around the logo.

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Let the logo be easy to recognize.

/ OUR BRAND BASIS /


Symbol Clear Space

Logotype Clear Space

The clear space is derived from the height of the “A” shape at the bottom of the symbol. This will help you judge whether you’ve given enough clear space to the logo.

The clear space is derived from the height of the Letter. The clearspace is 1 /2 x. This will help you judge whether you’ve given enough clear space to the logo.

3.5x

7x

1/2x

x

x

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x

A M E R I C A N TA S K F O R C E


Horizontal Lockup Clear Space

Vertical Lockup Clear Space

The clear space is derived from the height of the letters. The logotype is aligned to the wings of the symbol. The clearspace is 1 /2 x. This will help you judge whether you’ve given enough clear space to the logo.

The clear space is derived from the height of the Letter. The clearspace is 1 /2 x. The space between the symbol and logotype is matching with the angle of the symbol (see page 09). This will help you judge whether you’ve given enough clear space to the logo.

1/2x

x

1/2x

2.5x

1/2x x

Badge Lockup Clear Space

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The clear space is derived from the space in the middle of the symbol. This will help you judge whether you’ve given enough clear space to the logo.

1 /4 x

x

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The exclusion zone defines the minimum amount of clear space you need around the logo,logotype and lockups.

A M E R I C A N TA S K F O R C E


DIMENSION RESTRICTIONS Its nice to see how we can work with our logo and make it recognizable. Sometimes we need different versions for different purposes. Sometimes different materials and formats can also affect the legibility of the logo.

LOGOT YPE

FOR DISPLAYS LARGER THAN 20 INCH / 350PX

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SMALLER THAN 5 INCH / 250 PX

SMALLER THAN 3 INCH / 150 PX

SMALLER THAN 1 INCH / 50 PX

DO NOT USE THE LOGO SMALLER THAN 3/4INCH OR 24PX.

/ OUR BRAND BASIS /


SYMBOL

HORIZONTAL LOCKUP

VERTICAL LOCKUP

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BADGE LOCKUP

A M E R I C A N TA S K F O R C E


INCORRECT VARIATIONS The symbol, logotype, and lockups should always stay with the same color, dimension and proportion It should never be altered, redrawn or manipulated in any way.

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We provide some examples on how to not use the logo.

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DO NOT CHANGE THE LOCKUP

DO NOT ALTER THE LOGO

DO NOT USE EFFECTS

DO NOT STACK SYMBOL AND LOGOT YPE TOGETHER

DO NOT STRETCH THE LOGO

DO NOT USE TEXTURE IN THE LOGO

DO NOT ROTATE THE LOGO

DO NOT USE SECONDARY COLOR IN THE LOGO

DO NOT USE PIXELATED LOGO

DO NOT OUTLINE THE LOGO

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DO NOT LOSE ANY COMPONENT

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DO NOT USE OTHER COLORS

A M E R I C A N TA S K F O R C E


Our Visual Basis System Type System Color System Photo Treatments

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Chapter

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SYSTEM TYPE Our type makes our audience feel safe. Our type system is a unit. Type should also integrate with the format we developed. We believe that the type we use can be innovative and safe for users to engage with.

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Type can be powerful and connect back to our brand and reinforce our goal.

/ OUR V ISUAL BASIS /


Skopex Gothic

» Black ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @

» Extra Bold ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @

» Bold ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @

» Medium ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @

» Regular ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @ A M E R I C A N TA S K F O R C E

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The Primary typeface we use is PTL Skopex Gothic. PTL Skopex Gothic is a contemporary Sans with a strong vertical nature and many playful details. Skopex Gothic has five different weights, they are Regular, Bold, Medium, Extra Bold and Black.

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Primary Typeface


Secondary Typeface The Secondary typeface we use is Skopex Slab. Our type is a unit. We use the same typeface family to convey the idea of “United ” Skopex Slab has two different weights, they are Regular and Bold.

ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @

» Regular ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @

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Skopex Slab

» Bold

/ OUR V ISUAL BASIS /


We should give the audience a clear and easy to read hierarchy of type. Some display use might not include in the basic use of the type hierarchy.

Headline should always be on top, followed by the title, the subhead and the rest of the content.

SKOPEX GOTHIC BLACK UPPER AND LOWER CASE

SKOPEX GOTHIC BLACK ALL CAPS

SKOPEX GOTHIC EXTRA BOLD UPPER AND LOWER CASE

SKOPEX SLAB REGULAR ALL CAPS

Headline TITLE Quote / Hightlight SUBHEAD 1

SKOPEX SLAB BOLD UPPER AND LOWER CASE

Subhead2

SKOPEX GOTHIC REGULAR UPPER AND LOWER CASE

Paragraph / ×× Bullet

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SKOPEX GOTHIC BLACK/EXTRA BOLD SPECIAL USE FOR INFORGRAPGICS

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Typeface Combination

A M E R I C A N TA S K F O R C E


COLOR PALETTE The Color we are using is three individual units. All the colors together are united. For the different purposes, we use different variations to reinforce our intention.

FAITH WHITE

FIERCENESS BLACK

SAFET Y BLUE

UNITED RED

CMYK

CMYK

CMYK

CMYK

9, 6, 7, 0

0, 0, 0, 100

100, 100, 0, 0

0, 80, 80, 0

RGB

229, 229, 229

RGB

0, 0, 0

RGB

46, 49, 1 46

RGB

241, 91, 64

HEX

#e5e5e4

HEX

#000000

HEX

#2e3092

HEX

#f05a3f

PMS

5455

PMS

BLACK6 2X

PMS

2748

PMS

PMS 172

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Our few colors can convey a big range of messages depending on how we use them. We limit our color but colors have no limitations.

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Color Group Combinations

SAFE COMBO

Depending on what kind of messages we want to convey, the following three groups are simple color combinations that can easily be used to give a different feeling. The bigger box in the group means the primary color, and the following color boxes are the secondary colors.

We limit our color but colors have no limitations.

FIERCE COMBO

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UNITED COMBO

A M E R I C A N TA S K F O R C E


PHOTO STYLE

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Photographs can tell the story, and tell the emotion. In order to make our messages feel united and fierce, we use super high contrast and highly desaturated photos to convey the idea of “fierceness”, and we also use the blue tone photo to represent “safety”.

/ OUR V ISUAL BASIS /


“Though force can protect in emergency, only justice, fairness, consideration and cooperation can finally lead men to the dawn of eternal peace. —Dwight D. Eisenhower

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Dwight David “Ike” Eisenhower (1890 – March 28, 1969) was an American politician and general who served as the 34th President of the United States from 1953 until 1961. He was a five-star general in the United States Army during World War II and served as Supreme Commander of the Allied Forces in Europe.

A M E R I C A N TA S K F O R C E


Fierceness Style

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This group is mainly high contrast, highly desaturated photos. The object in the photos should also have some diagonal lines to match the logo if possible.

MONOTONE HIGH CONTRAST

HIGHLY DESATURATED

/ OUR V ISUAL BASIS /


Future Safety Style

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This group is mainly blue tone hologram photos. The object in the photos should also have some diagonal lines to match the logo if possible.

A M E R I C A N TA S K F O R C E


TREATMENTS

GRAPHIC ELEMENTS

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Graphic elements and photography can be used in different ways to help the brand convey our message cohesively. Graphic elements come from the logo geometry. We find typeface symbols that is similar to the logo. When it is combined with the photo or layout, it shows the idea of “protecting under eagles wing.� It can also be an arrow pointed at important messages or directions.

/ OUR V ISUAL BASIS /


Photographic with Graphic Element

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Elements can be any color, depending on what message we what to convey (see page 29, color combinations). Elements should not block the important part of the photo.

A M E R I C A N TA S K F O R C E


Type with Graphic Element Elements can be any color, depending on what message we what to convey (see page 29, color combinations). Elements should not bigger the important part of the content.

Tagline! Example highlights ARROWS

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Here we use graphic elements as an arrow to point at the things we want to highlight, or to be continued elsewhere.

/ OUR V ISUAL BASIS /


Type, Graphic Element and Photo Elements can be any color, depending on what message we what to convey (see page 29). Elements should be no bigger than the main part of the content. Type should always start at the left upper corner followed by the content (see page 27). Type should not block out the important part of the photo or make it not legible.

Attention!

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Here we use graphic elements as an arrow to point out the things we want to highlight, or to be continued elsewhere.

A M E R I C A N TA S K F O R C E


Our Future Mission in Action Possibilities

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Chapter

/ OUR FUTURE /


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A M E R I C A N TA S K F O R C E / V I S U A L S TA N D A R D S M A N U A L /

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MISSION IN ACTION We are a historical law enforcement organization. We envision our future not only keeping up with our past visions, but we also keep going forward. We dedicate our future to enhancing the government and society relationship. We believe what we can do in the future will improve the link between government and people.

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We protect the people and cooperate with them to earn their trust.

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FUTURE EXTENSIONS In the projection list, we will offer some different kinds of expansions in our future. We categorize them into six different categories, they are: Technology, Public Relation, Equipment, Legalization, Education, and Media.

Technology

Public Relation

Equipment

Legalization

Education

T1

ATF Gene Security

PR1

E1

ATF Gun Registration

EDU1

ATF Explosive’s Specialist Laboratory

ATF Virtual Reality Experience Room

L1

T2

ATF Safety Recreational Center

L2

ATF Credit Union

ATF Self Defense Training Center

PR2

Face of ATF

E2

ATF Taxi

L3

ATF Transit

EDU2

PR3

Alternative ATF Representatives

E3

ATF Vault

ATF Edutainment Centers

L4

ATF Insurance Inc

E4

ATF Hotel

EDU3

ATF Academy

L5

ATF Mobile Service

E5

ATF Garage

EDU4

L6

ATF Transport Service

ATF Memorial Museum

L7

ATF Construction

EDU5

ATF Survival Club

EDU6

ATF Holiday Village

EDU7

ATF Alcohol Safety Experience

T3

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T4

ATF Virtual Protecting Net ATF Food Investigation Laboratory

PR4

ATF Report Suspicious Activity App

PR5

ATF Adoption Center

PR6

ATF Home Security

Media M1 ATF x Google Map M2 ATF Documentary M3 ATF Channel

Cooperation+Safety = Trust / OUR FUTURE /


Future Projection We dedicate our future to enhancing the government and society relationship. We believe what we can do in the future will improve the link between government and people.

COOPERATION

SAFET Y

E2

PR2 M3

PR5

E3

L1 EDU6

PR1

M1

EDU4

EDU7

L4

E4

E1

T1 PR4

T4 L2

L5 M2

EDU3

EDU5

EDU2

T3

L3 L7

EDU1

L6 PR3

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GOVERNMENT AND PEOPLE RELATIONSHIP

PR6

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T2

E5

+ =TRUST

A M E R I C A N TA S K F O R C E


BUSINESS SYSTEM

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Here We give an example of what the brand will look like in the real world. The business system will mostly use our fierceness black and justice white (See Page 29). These will be utilized in the future extension as we see on the page 42.

/ OUR FUTURE /


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We believe “The safety of the people shall be the highest law.” —Marcus Tullius Cicero Marcus Tullius Cicero ( 3 January 106 BC – 7 December 43 BC) was a Roman philosopher, politician, lawyer, orator, political theorist, consul, and constitutionalist. He came from a wealthy municipal family of the Roman equestrian order, and is considered one of Rome's greatest orators and prose stylists.

F0r More information please visit WWW.MAINTAINSAFET Y.INFO


Copyright

Š

2016 Favie Chiu

American Task Force Visual Standards Manual is a non-commercial project for educational purpose and is not intended to represent or replace the original brand.

Course / The Nature of Identity Instructor / Hunter Wimmer Design / Favie Chiu www.faviedesign.net authoryfavie@gamil.com _ Image Source / Pexels, Wallpaper Safari, Wallpaper Abyss. Article Source /

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Wikipedia, Bureau of Alcohol Tobacco Firearms and Explosive (ATF), AZ QUOTE.


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