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SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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• album art for 60th annual grammy award winning album “laws of gravity,” by the infamous stringdusters
• nominated for “best graphic design,” IBMA Awards 2016 & 2017 • winner for “best graphic design,” IBMA Awards 2016 • seen in rolling stone, vogue, new yorker, mtv, vibe, times square for smithsonian’s broadway musical “qadar,” and countless other publications • nominated for “best music video” in collaboration with greg carr, 2015 & 2016 denver film festival • over 250 album designs worldwide
“
Scott is one of the most talented and creative people I know. His photos are *productions* with a vision and purpose. Not at all stand-against-a-brick-wall-and-smile. As capital-A Art as the photos are, they don’t just serve themselves. Then can serve you and your project, as Scott designs it. And those designs are often as creative and unique as the photos themselves.”
– Chris Coyier, Creator of CodePen
“
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
We’re so grateful to the amazing Scott McCormick Photos & Design for his incredible work on the album art for our record with the Colorado Symphony. ”
– Gregory Alan Isakov
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VECTOR BITMAP
CO M P U T E R G R A P H I C S I M AG E S T H AT A R E D E F I N E D I N T E R M S O F 2 D P O I N T S , W H I C H A R E CO N N E C T E D BY L I N E S A N D C U RV E S TO F O R M P O LYG O N S A N D OT H E R S H A P E S
CO M P U T E R P R O G R A M M I N G T E R M I N O LO GY, M E A N I N G J U S T A M A P O F B I T S , A S PAT I A L LY M A P P E D A R R AY O F B I T S . J P E G , P N G . . .
TEMPLATE ADMAT BLEED LET’S TALK THE SAME LANGUAGE
1 1 X 1 7 TO U R P O S T E R S .
A R E A O U T S I D E P R I N T. I M AG E S B L E E D PA S T P R I N T L I N E S S O P R I N T E R C A N C U T I T TO S I Z E TO M I N I M I Z E E R R O R S . T R A D I T I O N A L LY 1 / 8 ” O N A L L S I D E S .
S I Z E S VA RY D E P E N D I N G O N P R I N T T Y P E . T R A D I T I O N A L LY 1 / 8 ” O N A L L S I D E S
I D E A O R CO N C E P T.
MERCH
RGB
S I M I L A R TO B L E E D, B U T O N T H E I N S I D E O F T H E P R I N T I N G P E R A M E T E R S .
G R A P H I C A L R E P R E S E N TAT I O N O F A CO M P L E X
PROMO
CMYK
“ P R O M OT I O N A L .”
“ M E R C H A N D I S E .” A N Y F O R M T H E R E O F. T Y P I C A L LY S H I R T S , H AT S , M U G S , E TC .
U S I N G A CO M B I N AT I O N O F P R I N T CO LO R S ; C YA N , M AG E N TA , Y E L LOW, B L AC K . T R A D I T I O N A L LY F O R P R I N T I N G M AT E R I A L S .
T R A D I T I O N A L LY F O R I M AG E S F O R W E B U S E O R O N S C R E E N S . CO M B I N AT I O N O F R E D, G R E E N , A N D B LU E TO P R O D U C E V I V I D CO LO R S .
HANDBILL
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
T H AT D E F I N E S P E R A M E T E R S F O R P R I N T I N G
“A DV E R T I S I N G M AT E R I A L .” CO M M O N LY I N R E F E R E N C E TO
SAFETY LOGO
T H E O R G A N I Z AT I O N A L F I L E P R OV I D E D BY A N Y P R I N T E R
T Y P I C A L LY A S M A L L F LY E R F O R P R O M OT I O N A L U S E . S I Z I N G VA R I E S , B U T CO M M O N I S T H E “ Q UA R T E R S H E E T,” O N E Q UA R T E R O F 8 . 5 X 1 1 ” PA P E R S I Z E .
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CUSTOMIZED CONCEPTUAL COVER IMAGE WHAT IS IT? Whether it’s handbuilt or Photoshopped, this is a big one – the thing that we’ll brainstorm, sketch, and typically draw the remainder of your aesthetic from. It takes a lot of work, a lot of thought, and it’s the definition of your new storyline. n this circumstance, we’re hoping your listeners judge the book by this cover.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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HERE ARE THE STEPS “THE CHECKLIST”
RESEARCH/BRAINSTORM
SKETCH
LAYOUT
REFINE
DELIVER
BUILD
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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1. ROBERT + SHAYNA PARKEHARRISON WEBSITE | INSTAGRAM
7. ERIK JOHANSSON WEBSITE | INSTAGRAM
1. MOODBOARD/ BRAINSTORM LET’S GET A FEEL FOR WHAT YOU DIG. based on the songs that you’ve sent me, the first step is to concoct some vibes for you. the moodboard is an extension of brainstorming. these should provide cool imagery we can emulate directly or even just a color palette or editing style. mood boards are an incredible way for us to begin the creative process together.
13. MARTIN STRANKA WEBSITE | INSTAGRAM
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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2. SKETCH WHAT IS IT? whether it be a giant conceptual shoot or a logotype, I always prefer to start the process with some loose sketches to give us an idea of what we’re getting in to. my idea of a perfect client is one that’s involved for the whole process so there’s no surprises, but rather a delighted feeling when their imagery comes to fruition. the sketching process helps me achieve this most of the time.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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3. BUILD
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
NOT ALL PROJECTS REQUIRE BUILDING
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4. EDIT
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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5. FINALIZE
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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CD DESIGN WHAT IS IT? when distributing cds to djs around the country for air play, you need something that catches their eye before their ear... while we spend a lot of care developing your album cover, the artwork doesn’t stop there. we make sure to incorporate just as much artwork on the inside of your designs as well. cds offer a great, small product for any merch table and typically find a decent return on investment.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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VINYL DESIGN WHAT IS IT? very similar to laying out artwork for cd, the vinyl just goes super big and beautiful. i’m so glad to see the wonderful return of vinyl - in fact, in a lot of places, it’s more popular than cd. that being said, a lot of vinyl printers are backed up several months with back orders...but, don’t worry, we have a relationship with a few printers to ensure a favorable turnaround time. again, we work hand-in-hand with your printer directly to ensure ease of communication.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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DIGITAL RELEASE WHAT IS IT? digital is, by far, the most popular form of release nowadays. with most outlets primarily only releasing the cover and tracks, there’s a choice few that still incorporate the full album design (including lyrics books). we can steer the project towards those distributers if you’re interested in releasing the full experience digitally. also, if you order a vinyl, often times it comes with a digital download that also include all of the artwork in digital form. super cool for audiophiles and lyric lovers.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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PHOTOGRAPHY look... there’s a TON we can do with photography now. however, I tend to lean more of the side of “build it for realz.” while photoshop is an incredible and necessary tool in the realm of photography nowadays, I always look to reality rather than the computer. if there’s a chance, we should make it. not fake it.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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TYPES OF PHOTOS 1.
2.
CONCEPTUAL
STANDARD
if this is your first record, most people encourage you to have a photo of yourself on the cover. why make it a boring one?
if this is your first record, most people encourage you to have a photo of yourself on the cover. why make it a boring one?
let’s treat it with as much care and attention that we do when we create an original artwork cover. conceptual photo shoots are built with the intent for use on and in an album design.
while it’s called “standard,” it’s still an awesome representation of your band without big constructed sets. while it contains much more of the grounded state of you or your band, they’re still incredible images catered specifically to you and your sound.
they tend to be involved with a few locations, or sets, or large props, or all kinds of fun stuff...
these photos are also included in a conceptual shoot.
the coolest news? they also typically come with a standard photo shoot to use as many images as you can to promote your new brand.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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CONCEPTUAL PHOTO SHOOT WHAT IS IT? if this is your first record, most people encourage you to have a photo of yourself on the cover. why make it a boring one? let’s treat it with as much care and attention that we do when we create an original artwork cover. conceptual photo shoots are built with the intent for use on and in an album design. they tend to be involved with a few locations, or sets, or large props, or all kinds of fun stuff... the coolest news? they also typically come with a standard photo shoot to use as many images as you can to promote your new brand.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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STANDARD PROMOTIONAL PHOTO SHOOT WHAT IS IT? hardly considered “standard” by most people, these images are developed primarily in studio or on one location. While it claims to be standard, these typically tend to be extremely creative and modern in their lighting and posing.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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Play-circle
BEHIND THE SCENES VIDEO WHAT IS IT? every project gets recorded from beginning to end. this means we can create awesome roll-out videos for announcements of your upcoming album. I work closer with my favorite videographer/business partner, merne judson iii to make sure you have enough recorded content to give you as many videos as you’d like surrounding the behind the scenes view of your album construction, promotional photo shoot(s), and even the editing process. video is more valuable than anything (except animation) these days.
Play-circle SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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CONCEPT
CONCEPT
CONCEPT #1
“REFLECTION” about: the first image is taken from the concept that perhaps while we’re always followed by a twitchy somewhat evil force it’s actually us that create it for ourselves. his image shows that the hooded figure is prominant at times leaving us looking at a mere re ection of what we once were could be.
NEXT STEPS
process
while these are not of the images you’ll be recieving they are in my mind the best representations of each style. the five album covers are finali ed and won’t likely have companion pieces however the promotional images have a few more coming as well as the e tras. dude...you rule. this was a super fun and challenging pro ect and we always love working with you.
RESEARCH/ BRAINSTORM
SKETCH
LAYOUT
REFINE
DELIVER
THANK YOU! urther thoughts or uestions
EMAIL ME PAGE 13
NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
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NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
CONCEPT
CONCEPT
CONCEPT
#2
#3
#4
“MY SHADOW”
“TWITCH”
“LOOKING BEYOND”
about: this image is meant to really bring out the twitch effect of the altering between worlds of the hooded figure and the man. while he stands on a plane and looks beyond the hooded figure approaches the camera creating a somewhat horror-film like effect on everything around them.
about: while we created the portions of evil that follow us and re ect back upon us they also tend to stick to us like a shadow. the entire goal of art for this record was to play with different dimensions of e istance. the hooded figure remains a shadow of the man but on a completely other level than he walks.
DELIVERY
NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
about: again because the hooded figure is so close to the camera we have a wild twitch effect on everything. however this is the first instance where both characters have noticed the camera and look on directly into the viewer. this brings a personality and heft to each of the characters. alt-version: we can also rotate this image to make the main character look as if he’s standing on a street while the hooded figure looks on in the upper left.
WHAT IS IT? no matter if you do an awesome conceptual shoot or a standard promotional shoot, you always get a packet of images from me that includes suggested uses of the content provided. while it doesn’t showcase every image you get, it gives you a great idea of how to begin the process of creating your story through the photography we’ve created together.
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NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
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CONCEPT
NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
CONCEPT
NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
CONCEPT
#5
“DISPLACEMENT” about: really wanted to play with the idea of altering perspective on this one. so we layered a shot down a hallway in enver owntown with a sense that doesn’t uite understand which way is truly up.’ searching and e ploring is the main idea behind this image. alt version: again if you rotate the image to show the hallway in proper form it messes with perspective even more...
#7
“HOODED FIGURE”
#6
“VICTORIAN MAN”
about: these images are perfect for both album covers and any use online. with plenty of space for typography they lend themselves to a lot of usage on social media outlets and an introduction to the hooded figure.
about: meant primarily for promotional use these ne t set of images can easily translate to album art as well. each is paired with two versions - the full si e image that re ects the original proportions and one in s uare format with the digital twitch for an album cover.
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NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
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NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
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NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
CONCEPT
CONCEPT
CONCEPT
#8
#9
“TOGETHER II”
#10
about: this one is my absolutely favorite of all the images thus far...it has the most versatility for use and has such a wild concept where the hooded figure sits with it’s maker - the musician. this’ll be super fun to play with.
about: primarily thought of as a social media header this image is all about pulling out the coloring of the twitch-effect while pairing with a clean version of the victorian man.
about: there’s a few other versions without faces of the hooded figure and umbrella for any form of pull-out imagery for side marketing plans. these also supplement website fodder or social media imagery very well.
“TOGETHER”
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
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NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
“EXTRAS”
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NORMAN HITTLE + MCCORMICK PHOTOS & DESIGN | PHOTO PRESENTATION | CONFIDENTIAL
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LOGOTYPE / WORDMARK WHAT’S THE DIFFERENCE? logotype equates to a graphic/icon/symbol + wordmark wordmark means the name of your band in a cool way. to be honest, if you’re a band who doesn’t have a ton of built in crowds, a full logo may not be necessary for you. logos are amazing for merchandise designs and furthering the aesthetic of your brand (even awesome things like encouraging fan art). but, if you’re just starting out a wordmark is all you need to propell your name with immediate recognition. some may argue with this and I’m always happy to be wrong.
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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BRANDMARK
A BRANDMARK IS A GRAPHIC ELEMENT USED CO M M O N LY BY A CO M PA N Y.
BRAND GUIDE
T H E S T Y L E G U I D E YO U ’ L L G E T F R O M U S TO CO M M U N I C AT E TO OT H E R D E S I G N E R S T H E S TA N DA R D S O F T H E CO M PA N Y.
BRAND IDENTITY COLOR PALETTE ICON LET’S TALK THE SAME LANGUAGE
T H E S U M O F E V E RY E X P E R I E N C E , V I S UA L , P R O D U C T, E M A I L , W E B PAG E , E TC .
T H E CO LO R S U S E D I N YO U R F U L L B R A N D I D E N T I T Y TO G I V E CO N T I N U I T Y TO YO U R A E S T H E T I C
G R A P H I C A L R E P R E S E N TAT I O N O F A CO M P L E X I D E A O R CO N C E P T.
LOCKUP
T H E F I N A L F O R M O F A LO G O, W I T H ALL IT’S ELEMENTS.
MOCK-UP
A WO R K I N G S A M P L E F O R R E V I E W I N G F O R M AT, L AYO U T, O R CO N T E N T
MONOGRAM
A G R A P H I C U T I L I Z I N G O N E O R T WO L E T T E R S F R O M T H E CO M PA N Y N A M E
MOODBOARD
A R R A N G E M E N T O F I M AG E S , M AT E R I A L S , P I E C E S O F T E X T, E TC . , I N T E N D E D TO E VO K E O R P R OJ E C T A PA R T I C U L A R S T Y L E O R CO N C E P T.
PRIMARY LOGOTYPE
A LO G O I S A SY M B O L T H AT I D E N T I F I E S A B U S I N E S S , P R O D U C T, O R O R G A N I Z AT I O N .
SECONDARY/ALT-LOGO WORDMARK
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
T H E S E CO N DA RY LO G O U S E S T H E E L E M E N T S O F T H E P R I M A RY LO G O A R R A N G E D I N A D I F F E R E N T CO M P O S I T I O N .
A WO R D M A R K I S V E RY S I M I L A R TO A LO G O, T H E M A J O R D I F F E R E N C E I S T H AT A WO R D M A R K D O E S N OT H AV E A N Y G R A P H I C E L E M E N T S , I T I S T Y P O G R A P H Y O N LY.
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1. MOODBOARD
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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2. SKETCHES
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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3. MOCK-UPS WHAT IS IT? after we like some of the sketches, i begin the process of vectorizing them. while these are loose and fun, they offer a palette of exploration for us to hone in on while heading towards your final version(s).
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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4. REFINE
CONTRAVANS
BRAND DEVELOPMENT where we’re at
RESEARCH
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
SKETCH
LAYOUT
REFINE
DELIVER
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CO N T RAVA N S
BRAND STYLE G UIDE CO NTR AVANS
B R A N D ST Y L E G UID E
CONTR AVANS
PRIMARY LOCKUP: the primary logo is constructed with the intent of showcasing all of the elements that contra can provide. the structure of the wordmark with the strong “anti” feel of the symbol paired with the tread texture lays out the concept that you’re a serious business that has experience, prowess, and a light quality that still remains playful and expiremental.
BRAND STYLE GUIDE
CO N T R AVA N S
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B R A N D ST Y L E G U I D E
CONTRAVANS + MCCORMICK PHOTOS & DESIGN | CONFIDENTIAL
CON T R AVA N S
built with the intent as a secondary image to lay behind the primary wordmark. designed as an icon that represents the “anti” feel that contravans is promoting. the snake is the finest representation of “anti” in that it’s represented throughout time as the aggressor in most cultures. it also maintains the tire pattern that we’ve built in multiple patterns and alt-ideas.
WHAT IS IT? a lot of people take the guide as ‘law.’ that’s a mistake. this is a guide to assist you in how to create new aesthetics based around everything you’ve gotten from me. new type lock-ups, new combinations of imagery, etc. the goal with the style guide is just that...let style be your guide. have fun with all the content to further your story!
any time your company does not require the titlemark, this icon should be used. use in conjuction with anything where your name is provided with any supplemental typography nearby.
PAG E 6
CON T R AVA N S + MCCOR MI C K P HOTOS & D ES I GN | CON F I D EN T I A L
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B R A N D ST Y L E G U I D E
CONTR AVANS + MCCOR MICK PHOTOS & DE S IGN | CONFIDE NTIAL
CO NT R AVANS
CLEARSPACE:
LAYERING:
for the wordmark, leave a space equal or greater than (2x) the width of the images around each side.
clearspace does not apply when layering the logo on top of a pattern, photo or other dense field.
PAG E 1 1
CONT R AVANS + MCCOR MI C K P HOTOS & DESI G N | CONF I DENT I AL
CONTRAVANS
CON T R AVA N S + MCCOR MI C K P H OTOS & D E SI G N | CON F I D E N T I A L
CO NTR AVANS
PAG E 1 2 CON T R AVA N S
BR A N D ST Y LE GU ID E
B R A N D ST Y L E G U I D E
CONTR AVANS + M CCOR M ICK P HOTOS & DES IG N | CONFIDENTIAL
APRÉS
B e e q v e e v
i s q u o s t e
s t u a l c
e a c u s a i o n s i a e d e n i e m a i o t o r e s a u t i o c c a e c q u o s n i s t o r i o .
CONTRA GOLD: PAN: 606U
process: C22 m22 y100 k0 screen: r207 g184 b44 html: #cfb82c
m , m e t t o
Bis ea cusam, estions equiae denim quae maio tet volores aut esci occaecto et quos venistorio.Ucia es aliqui omnia quibus pro dunt.Natendae. Andaereium iliquae con rerum que volentem quat antum, il mintist, simusam experum sunt maxim ne iunt odicae porio t e m i u m q u e m o s d o l u p t a t u s s e q u i b u s n o n s e q u e n a t u r, t o o d i p i d e m nobist quae si dolore conecti onsenia doluptatqui dolorrorem autende ndaest eosant fugitature nectate mperrum corendia destiaeptaes alit velibus as sum fugita parchil laudae ium solor sequis eume deliqui alicienda non provit alibus, quassiti sit rerferi ssincieni cuptati
CONTRA STANDARD: PAN: 282U process: C80 m72 y37 k22 screen: r67 g72 b103 html: #434867 CONTRA NAVY: PAN: 3025U
simporro eossequiae doluptatur atium quibus entusae. Gitibust, aut lam fuga. Ut qui reicil eos maximolum aut est, comnim aciist mil impossus eos explabori nos rescium volorum fugia sequunt labori volenem ipsum acia es velique nit pratis pore maximi, et ut reprae tem ipit quat et et aut doluptas voluptam, qui tem nemqui nulparc hitatem ut mos dicipsa dolorit ipsapis ex eumquamus moloria natis pelluptat aceri ium isquam.
B R A N D ST Y L E G U I D E
CO N TR AVA N S + M CCO R M I CK P H OTOS & D E S I G N | CO N F I D E N TI A L
CONTR AVANS
PAG E 1 1
BRAND STYLE GUIDE
CONT R AVANS + M CCOR M I C K PHOTOS & D ESI G N | CONFI D ENT I AL
CO N T RAVA N S
logos to be used in creative scenarios where the wordmark has more room to expand. while this includes the wordmark, it also maintains creative notions where we are able to be more playful with how you present yourselves.
other elements to be used to add to the visual richness of your brand.
USAGES:
this is a great option for anywhere your logo is extremely visible and the primary logo is too busy. this offers a hint at the textures and feel that you can provide with your seperate visual elements.
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CON TR AVA N S
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USAGES: super cool to build patterns, to overlay over photos, etc. for print backgrounds, website headers, simple iconography, social banners, etc.
USAGES:
CONTRAVANS + MCCORMICK PH OTOS & DESIGN | CONFIDENTIAL
B RAND ST YL E GUIDE
CO NT R AVANS + M CCO R M I CK PH OTOS & D ES I G N | CO NF I D ENT I AL
B R A N D ST Y L E G U I D E
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I wouldn’t suggest it as a background behind an entire site that’s a terrible look and no one can read anything.
CONTR AVANS + M CCOR M IC K P H OTOS & D ES IGN | CONF ID ENTIAL
CO N T R AVA N S
B R A N D ST Y L E GU I DE
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CONTRAVANS + MCCORMICK PHOTOS & D E S IGN | CONF ID E NTIAL
CO N T R AVA N S
PATTERNS:
TYPOGRAPHY:
patterns can be used to add texture and depth as needed in any imagery. the potential is also available to utilize patterns on your physical designs as well.
all body copy should fall directly in line with sizing based around golden ratio (1.618). Futura Std was picked as the primary font choice for any web usage as a strong and familiar font. All bold print materials should adhere to Futura and Gotham families.
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CON T R AVA N S + M CCOR M I CK PH OTOS & D E S I G N | CON F I D E N T I A L
CO NT R AVANS
BR AND STY LE GUI DE
BRAND STYLE G UI DE
HEADLINE FUTURA STD – BOLD (30PT) (STANDARD KERNING)
subheader futura std – book (18.5pt) (kerning –150)
b o d y g o t h a m ( k e r n i n g
–
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l i g h t
( 1 1 . 5 )
7 4 0 )
CONTRAVANS + MCCORMIC K PHOTOS & DESIG N | CONFIDENTIAL
B RA N D ST Y L E GU I DE
STYLE RECIPE:
process: C19 m73 y64 k4 screen: r194 g97 b88 html: #c26158
THE
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the wordmark itself is functioning as the secondary logotype as it provides a direct understanding to name and a brief hint at style with the 45º angle on the “O.” I assume you will use this more than the primary lockup as it’s more direct as a design.
BRAND STYL E GUID E
CONTRA ROUGE: PAN: 180U
$11,890
for the wordmark, leave a space equal or greater than (2x) the width of the images around each side.
OTHER ELEMENTS:
clearspace rules do not apply when layering the secondary logo.
process: C13 m12 y14 k0 screen: r219 g214 b209 html: #dbd6d1
contravans
the simplicity of the wordmark provides a tough and unyielding feeling with a hint at “anti” with the tilted 45º angle on the “O.” built tough, it best represents your company as a standalone lockup with the intent to change the word “vans” to supplement your growth as a company.
SECONDARY LOGOS:
LAYERING CONTINUED:
CONTRA WHITE: PAN: 7527U
type lockups can be made with a playful combination of weight in the Futura and Gotham families.
CLEARSPACE:
ALT LOGOS/ LOCKUPS:
CO N T R AVA N S
TYPE LOCKUPS:
WORDMARK:
B RAND ST YLE GUIDE
this is a great option for anywhere.
USAGES:
CONTRAVANS
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BRAND STYL E GUID E
SYMBOL/ICON:
5. STYLE GUIDE
CONTRAVANS
I suspect this will be utilized more than the primary logotype as it has the strongest effect against any background or color.
essentially, anywhere you can fit this comfortably, it should be used with or without a background color.
CONTRAVANS + M CCORM IC K PH OTOS & DE SIGN | CONF IDE NTIAL
B R AND ST Y L E GU I D E
USAGES:
USAGES:
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CO N T R AVA N S
B R AND ST Y LE G UIDE
simple and clean, the visual style leans on the sharp edges of the modernist font, Futura. the wordmark should play on hard vs. soft with periodical combinations with the secondary logotype or utilization of altlogos. layering with illustration and pattern can be used and line weight may vary depending on importance of copy. the color palette should remain consistant, however the combination of colors should be expiremented with to match any advertisements of moods set by imagery or patter.
ALL DONE! for reference, here’s a couple decent articles about alt-logos (in our case, we chose the simpler version for the primary), and secondary logo usages: alt-logo secondary logo
THANKS SO MUCH
process: C84 m55 y36 k14 screen: r52 g97 b122 html: #34617a CONTRA BLACK: PAN: N/A
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process: C69 m63 y62 k58 screen: r51 g51 b51 html: #333333
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CONTRAVANS + MCCORMI CK PHOTOS & DE S I GN | CONF I DE NTI AL
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for any questions/concerns, please email scott@mccormickphotos.com.
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CO NTR AVANS + MCCO R MI C K P H OTOS & D E SI G N | CO NF I D E NTI AL
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CO NTRAVANS + M CCO RM I CK P HOTOS & D ESI GN | CO NF I D ENTI AL
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DELIVER WHY DOES THIS MATTER? organization of assets is extremely important to me. I hate digging through one big folder labeled “band stuff” to find some obscure photo from a session in 2014. so, I make sure your Dropbox (or Google Drive) is extremely clean and understandable. I even walk you through it with suggestions like, “if you use files a bunch, I’ve created a separate folder called “favorites.” drag your favorite files into there so you don’t have to keep searching.” I even suggest potential usages for each of your files/sets.
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BUT WAIT, THERE’S MORE.
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ADMAT POSTER WHAT IS IT? after your aesthetic is fully developed, we can begin diving in to produce extremely useful elements that you will use over and over. typically posters are charged individually by designers, but if we’ve been going this whole time and have developed a solid brand identity, it’s easiest to take those notions and turn them around into posters that you can use for any upcoming shows. these are amazing to hang in windows, on light poles, on venue doors, etc. hint: print a ton of them. write your show details in the space given before you send them to any venue you’re playing - it will definitely show up on their walls that way. if you rely on others to do it for you, they likely won’t.
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SCREEN PRINTED POSTER WHAT IS IT? hese drawings are made specifically so you can make some money! T-shirts, mugs, matchbooks, etc. We’ll make sure you can diversify your merch table comfortably and make some dough to recoop the initial expenses you’ve been going through. $BLING$
SERVICE DESCRIPTION PACKET + MCCORMICK PHOTOS & DESIGN
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MERCH DESIGN WHAT IS IT? different from your logotype, the idea is to create something you can sell. we want you to immediately start making money on your investment in all this artwork. merch designs can, but don’t have to, be associated with the aesthetic we’ve established. if your album hasn’t released yet and you’re not using your logotype as a print design, i’d urge you to stay in the same aesthetic. however, if you’ve released everything and your logo is already on hats or match boxes or something, a merch design is a perfect opportunity to begin to diversify your portfolio. the goal here is to sell, so the more we can spread the aesthetic in a different direction, the more you’ll find some people buy your shirts, and some people buy your records...yay marketing. a popular merch design is a t-shirt...
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NOTEBOOK SUNGLASSES SWEATSHIRTS COOLER
MATCHBOOKS
SHOPPING BAG FLASHLIGHT BACKPACK MUG TANK TOPS WATER BOTTLE USB STICK HATSOLO CUP BUSINESS CARD ASEBALL SHIRT CELL PHONE STAND
CAR ADAPTER
TOTE BAGS MAGNETIC CHIP CLIP
FIDGET SPINNER
STICKIE NOTES
LANYARD
KOOZIE MINTS
WATER BOTTLE CUSTOMIZED PEN
HAND SANITIZER EARBUDS GOLF BALL PROMOTIONAL TUMBLER BOTTLE OPENER FRISBIE CUSTOM CELL CHARGER CLEANING CLOTH the format of this design can easily translate to any form of merchandise you/ your band would like to create.
MOUSE PAD
the fun part about merch is finding creative ideas that support your aesthetic. like, if you have space (stars, planets, etc) as your primary aesthetic, we can make cool NASA-style badges. if you have a boat on rough waters, we could sell life jackets with your logo (that’s a silly one, but still fun). you get the idea..
DRAWSTRING BAGS
CELL PHONE CASE KEY CHAIN LIGHT
BEACH BALL
LUGGAGE TAG
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SOCIAL MEDIA BANNERS WHAT IS IT? yep. social media. i’ll develop out several banners and sizes for any social media you currently use or any you could potentially sign up for. while they function beautifully as announcements or roll-outs to your upcoming record release, they also function as a template for you to build further ideas comfortably and easily for any social media outlet. included banner and profile templates for: twitter facebook instagram youtube tumblr snapchat
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STAGE PROPS WHAT IS IT? with the help of Incite Productions, we create all assetts for the album cover with the intent of using them on stage or on your merchandise table. literally, no one does this. not only do you get artwork, but functional moving set pieces. the one pictured is a thirty foot backdrop for the band Big Head Todd & The Monsters.
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WHY DO I NEED ALL OF THIS? in a world where everything is primarily content-driven as marketing goes, it’s extremely important to further your brand as a story. each of these elements can provide a wonderful conceptual platform for your story to take life. honestly? most bands buy these things one at a time from different artists and spend three to four times more. just get everything you need here and start cranking out the content immediately to develop the persona that can set you apart.
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HOW DO YOU CHARGE? yeah...about that. it depends. but, I can always say I charge “more than you’d like and WAY less than I should.” I have all the data (from Forbes, Thumbtack, Getty Images, and a TON more sources) to provide you with the standardized costs across America...and I’m a LOT less than them. don’t worry, you’ll get a whole thing about it...
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THE FAMILY
SCOTT MCCORMICK
MERNE JUDSON III
INCITE PRODUCTIONS
photography, videography, design
videography, photography, assistant
scenic design, production
aurora, co scott@mccormickphotos.com 720-295-5043
denver, co merne@mccormickphotos.com 970-209-1575
denver, co www.incitecolorado.com 412-913-5149
BRONWYN HOCKERSMITH life partner, money guru, life-giver (picture coming soon) bronwyn@mccormickphotos.com 303-829-9558
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1. FILL OUT SOME QUICK QUESTIONS ABOUT YOUR PROJECT
2. EMAIL ME SOME TRACKS OR REQUEST SOME PRICING
(if we haven’t chatted yet)
(if we have chatted already)
CHAT ABOUT YOUR PROJECT?
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OR
LET’S GET THIS STARTED IN HERE.
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