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branding guidelines
table of contents
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brand mood logo color type elements
brand
brand mission statement explanation team
about the brand 004
enter the mainframe Mainframe is defined as the primary memory of a computer. Within the context of a collective, it seeks to describe our generational experience as we have navigated a major shift from analog to digital. Collecting the moments of our lives through physical photo frames and digital windows, we represent a group of creatives with a unique relationship to technology; one where we design the future while staying connected to the nostalgia of where we started. This book commemorates our journey and serves as the memory for what we have all created together. Welcome to our mainframe.
Jorge Llontop
“My life as a gay immigrant has been very chaotic and eventful, so I wanted my designs to reflect the calm my life has never had.”
Amanda Lundquist
“I am from San Fransico where everything is green and expensive. I care to simplify how we take care of ourselves and the environment.”
Miranda Melton
“I have always been inspired by simple shapes and pastel colors, which tends to be utalized in most of my design elements.”
about the team
As a team, we descided that focusing on memories is a key factor to our brand. Our personal aesthetic as designers is derived from our past experiences. To better understand our team, we asked each other a simple question: How has your past influenced your aesthetic?
Kalie Stramaglio “Coral.”
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mood
moodboard photo style
Mainframe began as a deep dive into nostalgia; the grain of old photos, the static of VHS tapes, the warmth and color of our past. It evolved into a nod not only to that past but to our future, through incorporating current design trends such as breaking the grid and using text as image. By combining an 80s-90s aesthetic with clean type and modern layouts, Mainframe encapsulates who we are as people, as designers, and as a collective.
moodboard
inspiration
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To tie in with our theme, each student portrait will be shot with two color gels placed over the key lights in front of a light colored neutral background. Each subject will have a choice between a few different color combinations utilizing blue, green, pink, or orange color gels.
post The overall tone of the colors will be edited to fit more closely with the Mainframe branding color palette (coral, gold, seafoam, emerald). A grain filter will then be overlaid to give the photo a more nostalgic/ film vibe, and it will be placed into the black photo frame that is further explained in our design elements.
website photography On the Mainframe website, the same stylized photos will be displayed, however they will be more in the form of a film strip, containing multiple “outtake� frames for each student.
photo about treatment the team
shooting process
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logo
master logo variations usage
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master logo
A mainframe is the primary memory source of a computer. The logo was created in order to spark memories of our own. The purpose is to make the viewer feel nastogic, just by viewing the logo. The font spelling out “mainframe� is Helvetica Bold. This font has been used throughout the 1990’s, and is being repurposed in the logo to reach the goal of feeling nastoglic.
logo requirements The master logo for the Mainframe brand is required to be placed on beige, white, or on a black textured background. If it is placed on white or beige, the logo must use black lettering. If it is placed on a black textured background it must use white lettering. It is not allowed on any other color background, or use any other colored text.
master logo
about the logo
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symbol description
shape The symbol used in the Mainframe logo represents memory as well as unity. The icon is an abstract frame, which represents the storing of memories, much like a traditional mainframe.
color All the colors used in the symbol represent multiple memories coming together to form something bigger. This represents the capsone class coming together as individuals to form our class and show.
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0.5 in
minimum size The smallest the logo is allowed is 2 inches wide by 0.5 inches tall. The logo may not be distorted either.
clear space The minimum clear space required around the logo is 0.15 inches. The clear space around the logo is very small because part of the brand identity is the elements being very close, and almost hugging.
min. size & clear space
2 in
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logo variations
logo don’ts
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color
main color palette secondary color palette
main palette
coral gold
cmyk: 00 | 73 | 68 | 00 rgb: 242 | 107 | 85 hex: F26B55
cmyk: 00 | 35 | 79 | 00 rgb: 251 | 177 | 79 hex: FBB14F
seafoam emerald
cmyk: 83 | 25 | 45 | 03 rgb: 14 | 142 | 142 hex: 0E8E8E
cmyk: 91 | 45 | 55 | 26 rgb: 06 | 94 | 96 hex: 065E60
The primary colors chosen for the brand are a blend of muted & bright tones. All these colors can be found in the frame portion of the logo. There are two tones of green, coral and a gold to add a bolder accent color. Each color serves their own purpose as part of the brand and logo.
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white
beige
cmyk: 00 | 00 | 00 | 00 rgb: 255 | 255 | 255 hex: FBB14F
cmyk: 04 | 06 | 21 | 00 rgb: 244 | 234 | 205 hex: F4EACD
secondary palette
black
cmyk: 100 | 100 | 100 | 100 rgb: 0 | 0 | 0 hex: 000000
The secondary colors are a bit more muted so they do not clash with the primary color palette. These colors are neutrals to combate the loud-ness of the main colors. They also work well at complimenting the main color scheme - each individual main color is compatible with each individual secondary color.
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type
type faces hierarchy orientation
typefaces 026
helvetica bold:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-+=
helvetica regular:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-+=
helvetica light:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-+=
headline
headline
subhead
All subheads must be between 12 and 18 points in size with a tracking of 18 to 28 points. They must be helvetica bold, lowercase, and rest horizontally.
Body copy
All body copy must be between 11 and 16 points in size with a tracking of 13 to 15 points. They must be helvetica regular or light, sentance case, and rest horizontally.
subhead
Body copy
usage & hierarchy
All headlines must be between 24 and 50 points in size with a tracking of 18 to 28 points. They must be helvetica bold, lowercase, and rest vertically.
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elements
icons patterns
text
elements 001
003
004
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002
This frame is only used as an element to frame portrait photographs. There are text elements on the sides of the frame that are editable. The text will be customizable, containing their section number and initials.
002 - text stroke shadow The text stroke shadow is only used for main titles, such as a chapter or section divider. The filled text must be on top, and slightly overlapping the shadow, exactly how it is shown on the left.
elements
001 - photo frame
003 - colored line The colored line can be used horizontally or vertically. The weight of the line must be thin, having a thickness of 0.125 inch.This element can be placed anywhere throughout the branding of Mainframe, but traditionally used as a divider between the dark texture background, and the beige background.
004 - texture The texture element is used only as a background. Unless the page contains imagery or a large body of text, the black texture should be used as a background. When placeing text on this background, the text must be white or beige.
additional elements The page numbers on any documents must be three numbers long. For example: Page 1 should read 001, page 10 should read 010, and page 100 should just read 100.
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