GRAPHIC STANDARDS MANUAL
TABLE OF CONTENTS
POVERA GRAPHI C STANDARDS
ABOUT US About Us
02
LOGO & COLOURS Our Logo Logo Colours Logo Misuse Clear Space Official Colours
04 05 06 08 09
TYPOGRAPHY Typefaces Alternate Typefaces
11 12
STATIONERY & APPLICATIONS Business Envelope Letterhead Business Card Website T-Shirts Membership Cards iPhone Application
15 17 19 21 22 23 24
GRAPHIC ELEMENTS & PHOTOGRAPHY Line Overlay Photography Usage Photo Treatment
26 27 28
01
A BOUT US
POVERA GRAPHI C STANDARDS
ABOUT US
NOT YOUR AVERAGE ART GALLERY. Don’t think that by coming
Povera repersents
here you’ll be stuck looking at
contemporary art, a
oil paintings all day. The Povera
community which is in a
Center for Arts & Culture
constant state of change.
exhibits work by many of the
This manual is your guide
most important visual artists of
to our brand, and how we
today. But more importantly,
aim to broadcast
we make them accessible.
contemporary art.
Our large-scale facilities allow us to stage complex installations that would be almost impossible to realize in traditional galleries. We also feature more than 75 performances year-round, including popular music, contemporary dance, alternative cabaret, world music and film.
02
02
T HE L OGO & COL OUR
OUR LOGO
04
POVERA GRAPHI C STANDARDS
THIS IS OUR LOGO, YOU’LL BE SEEING IT A LOT SO YOU SHOULD PROBABLY GET FAMILIAR WITH IT. A logo is a simple mark that
While our logo is pretty simple,
embodies all the great things
it’s got a few rules that you
Povera is about. It’s important
need to get familiar with to
because this is the way that
make sure you use it properly.
people will learn to recognize
But don’t worry! The next few
us.. It serves as a way of setting
pages are designed to help
us apart from the competition.
make understanding our logo
You might be wondering how much a little mark can say about us. The Povera logo is made up of a series of shifting lines. It’s a way of visually representing the constantly changing and evolving culture of contemporary art. As you can tell, our logo is pretty important! We use it on almost everything we produce.
easier.
P OVE R A
LOGO COLOURS
05
POVERA GRAPHI C STANDARDS
LIKE ALL OF POVERA, OUR LOGO DOESN’T JUST COME IN ONE SHADE. But this doesn’t mean you can go wild with it. Even though our logo and brand is bright and colourful, you have to use these colours carefully. To the right, you can see the correct ways to use the Povera logos. Our logo shows up well on both black and white, so don’t worry! But just in case you can’t
COLOUR ON WHI TE
B L A C K O N WH I T E
COLOUR ON BLACK
WH I T E O N B L A C K
use colour for some reason, you can also use our logo in solid black or white. But pleasedon’t do this too often!
IMPROPER LOGO USE
06
POVERA GRAPHI C STANDARDS
DO US A FAVOUR! PLEASE DON’T... Like we’ve said many times in this manual, our logo is sacred. We need to be really careful
DON’ T CHANGE THE COLOURS (EVEN TO ONE OF OURS)
D O N ’ T C H A N G E T H E P R O P O RT I O N
DON’ T CHANGE THE PLACEMENT OF THE WORDMAR K
DON’T SKEW IT
with it. To help make sure no unfortunate accidents happen, we’ve illustrated a few no-no’s for you.
DON’ T ROTATE I T
DON’T OUTLINE IT
IMPROPER LOGO USE
07
POVERA GRAPHI C STANDARDS
USE I T CROP A PHOTO
DON’ T ADD A GLOW TO I T
DON’T ADD A DROP SHADOW
CLEAR-SPACE + MINIMUM SIZE
08
POVERA GRAPHI C STANDARDS
THINK OF THESE LIKE SAFETY NETS CLEAR SPACE
MINIMUM SIZE
There are certain things we
Hey! Our logo is pretty cool so
need to do to help keep our
you can feel free to make it as
logo (and brand) recognizable.
big as you want. Use your good
One of these things is clear
judgement to makes sure it
space. Clear space is like an
always fits nicely within a
invisible forcefield that keeps
space. The only thing we ask of
the area around the logo free
you is that it is always legible.
of type, graphics, and other
To keep it legible, never print
elements that might be
our logo smaller than 0.5” wide.
confusing to the viewer. Whenever you’re creating a
When working in digital, we’d prefer that the logo is
design that uses the logo, make
never smaller than 35px wide.
sure you leave the space of one
And please, always use the
‘P on on all sides of the logo. If
highest quality version of our
you’re not sure of what we
logo possible.
P OVE RA
mean, check out our handy diagram on the right! The ‘P’ comes from the word ‘Povera’ itself so you can always figure out how much space to leave around the logo.
0.5 INCH
OFFICIAL COLOURS
09
POVERA GRAPHI C STANDARDS
COLOUR US HAPPY! The Povera brand would not be the same without our bright colour scheme. We use it just about everywhere from our logo to the way we process our images. To the right you can see these colours in all their glory and in their various colour systems. When creating prink works, you should always use the pantone colours. This way, all of our materials will be consistent. If an emergency occurs, you can use CMYK. It won’t be the same but we won’t hold it against you.
P R I M A RY | PMS 3115 C M Y K | 78 7 0 16 R G B | 45 198 214 H E X | # 2DC6D6
P R I M A RY | PMS 1925 C M Y K | 0 96 68 12 R G B | 224 7 71 H E X | # E00747
P R I M A RY | PMS 382 C M Y K | 13 0 95 15 R G B | 186 216 10 H E X | # BAD80A
P R I M A RY | PMS 123 C M Y K | 0 22 88 0 R G B | 255 198 30 H E X | # FFC61E
03
T Y PE FA CE S
TYPE CHOICES
11
POVERA GRAPHI C STANDARDS
IT’S SORT OF LIKE OUR VOICE- VISUALIZED. Have you ever heard the expression ‘it’s not about what you say, but about how you say it’? Well, that’s only half true. What you say matters, but so does the way it’s presented. In the spirit of this saying, always use these typefaces when writing anything for Povera.
TRADE GOTHIC For display typography, use Trade Gothic Bold-Condensed #20. This sturdy typeface is recognizable over images and helps communicate the fact that we are a contemporary arts center. Just a few pointers: NEVER use Trade Gothic for body copy NEVER use Trade Gothic in lowecase
QUICKSAND For body copy, we like to use Quicksand. Quicksand is an open, sans-serif font that feels accessible and friendly (something we always strive for at Povera). The openness of this font provides good contrast to Trade Gothic and helps communicate the different dimensions of our brand.
Aa
TRADE GOTHI C BOLD -C O N D E N S E D # 2 0
Aa QUI CKSAND BOOK & L I G H T
TYPE FOR WEB
12
POVERA GRAPHI C STANDARDS
YOU CAN’T ALWAYS GET WHAT YOU WANT. The world wide web is a big place, and maintaining consistency across it can be pretty difficult at times, especially when it comes to typography. If for some reason you can’t
Aa
TRADE GOTHI C BOLD -C O N D E N S E D # 2 0
ARIAL NARROW
use one of our official fonts (and this will probably happen at some point), please use one of these web safe alternatives. There’s not exactly the same but if we cross our fingers hopefully no one will notice!
Aa QUI CKSAND
C E N T U RY G O T H I C
05
S TAT I ONE RY & A PPL I CAT I ONS
OUR STATIONERY
14
POVERA GRAPHI C STANDARDS
A LITTLE BIT OF US WITH YOUR NAME ON IT.
02
Stationery helps us present ourselves (you included) to the world. This section is going to
01
break down our most commonly used stationery and teach you how to use them! In this section you’ll find:
01 02 03
Business Envelopes Letterhead Business Card
03
15
POVERA GRAPHI C STANDARDS
ENVELOPES
BUSINESS ON THE FRONT, PARTY ON THE BACK Choose a colour and make sure you follow the instructions on the next page when creating a new one.
EMILE HIRSCH 100 McCaul St, Toronto, Ontario M5E 1X8
JOHN WYATT
49 Bay St, #1016 Toronto, Ontario M5E 1Z6
BUSINESS ENVELOPE
16
POVERA GRAPHI C STANDARDS
0.5
01
I NCH
0.25
I NCH
I NCH
EMILE HIRSCH 0.5
EMILE HIRSCH 100 McCaul St, Toronto, Ontario M5E 1X8
JOHN WYATT
49 Bay St, #1016 Toronto, Ontario M5E 1Z6
I NCH
TRADE GOTHIC BOLD-CONDENSED #20, 9PT, ALL CAPS QUICKSAND BOOK, 8/10, FLUSH LEFT
TRADE GOTHIC BOLD-CONDENSED #20, 10PT, ALL CAPS QUICKSAND BOOK, 9/12, FLUSH LEFT
100 McCaul St, Toronto, Ontario M5E 1X8
C E N T E R A P P R O P R I AT E LY ON ENVELOPE
JOHN WYATT
49 Bay St, #1016 Toronto, Ontario M5E 1Z6
BUSINESS LETTERS
POVERA GRAPHI C STANDARDS
PICK YOUR POISON.
Choose one that matches your business card or mix and match, it’s up to you! Once again just remember to only use one of these. Don’t create any new ones!
17
BUSINESS LETTERS
18
POVERA GRAPHI C STANDARDS
0.5
YOUR NAME
TRADE GOTHIC BOLD-CONDENSED #20, 10PT, ALL CAPS
Our address
QUICKSAND BOOK, 9PT
Today’s date
QUICKSAND BOOK, 9PT
ADDRESSEE’S NAME Their address
TRADE GOTHIC BOLD-CONDENSED #20, 10PT, ALL CAPS QUICKSAND BOOK, 9PT
01
I NCH
0.5
I NCH
0.75
I NCH
INCH
EMILE HIRSCH 100 McCaul St, Toronto, ON M5T 1W1 March 4, 2013
JOHN WYATT Body Copy
QUICKSAND BOOK, 8PT
49 Bay St, Toronto, ON M5E 1Z6
Dear Mr Wyatt,
YOUR BUSINESS CARD
POVERA GRAPHI C STANDARDS
PICK WHATEVER YOU LIKE* *As long as it’s one of these. We’re all for expressing your personality but we need to do it within the context of Povera. For your business card, pick whichever colour you like best, but please don’t create your own.
19
YOUR BUSINESS CARD
20
POVERA GRAPHI C STANDARDS
PLEASE COLOUR WITHIN THE LINES. Follow these instructions as carefully as possible to create a business card that works just as well for you as it does for us.
EMILE HIRSCH Art Director
01
0.2 I N C H
I NCH 100 McCaul St, Toronto, Canada 416-967-6000 ex. 248 ehirsch@povera.ca
0.5
I NCH
YOUR NAME
TRADE GOTHIC BOLD-CONDENSED #20, 10PT, ALL CAPS QUICKSAND BOLD, 7PT
Our Address Our Phone + Your Extension Your Email
QUICKSAND BOOK, 7/8.5, FLUSH LEFT
Your Title
OUR HOMEPAGE
21
POVERA GRAPHI C STANDARDS
VISIT
SALVADOR DALI
EXPLORE LEARN SUPPORT SHOP
22
POVERA GRAPHI C STANDARDS
T-SHIRTS
P OVE R A
MEMBERSHIP CARDS
23
POVERA GRAPHI C STANDARDS
EVERYTHING YOU CAN IMAGINE IS REAL.
2 8402 8311 6282
BE MAD.
P OVERA
MAGENTA MEMEBERSHIP VALID | 6.8.13 - 6.8.14
This is to certify that the cardholder is a member of Povera Center for Arts & Culture and is entitled to all benefits and priveledges. The use of this card is subject to the terms and conditions set out by Povera Center for Arts & Culture.
WWW.POVERA.CA
IPHONE APPLICATION
24
POVERA GRAPHI C STANDARDS
on now
P OVERA
PHILLIPE HALSMAN
OPEN TODAY
10AM TO 8PM
LOCATED
100 MCCAUL ST
TORONTO, ON
click for tickets
04
GR A PHI C E L E ME NT S & PHOT OGRA PHY
LINE OVERLAY
26
POVERA GRAPHI C STANDARDS
AN EXTRA LAYER OF CONTEMPORARY-COOL. + Sometimes a design needs a
If your image clears those
little something extra, either to
requirements, then great!
help it look better or to help it
Download the graphic from our
fit better within the context of
online repitoire and apply it to
the Povera brand. If you’re ever
your image. You can chose
in this situation, that would be
whether it works better in white
exactly the time to use this
or black.
graphic element. There are a few cases though where placing this element is never a good idea. If you check off even one of the following list, don’t do it! Find another way to give your design a little ‘umph’. It’s an image of an artist or artwork we’re exhibiting. There’s a human face on it. The image already features a strong geometric design.
=
CHOOSING A PHOTOGRAPH
27
POVERA GRAPHI C STANDARDS
WE’RE AN ART GALLERY, IT’S ONLY NATURAL THAT WE LOVE PHOTOGRAPHS. Most of the images we use are
the focus. We don’t mind if a
images of the shows and
PERFECT
little bit of the gallery is
exhibtions we are presenting.
showing, or if we show a few
The artwork fills the whole frame
This work has already been
people here and there enjoying
curated by our art directors so
the art but large scale gallery
you can rest assured that it’s
images are to be avoided.
already ‘cool’. Our job is make sure that we choose images that help tell the public how
GOOD
cool these exhibtions really are.
The artwork is still the focus despite the fact it is partially blocked.
This page is designed to walk you through a few do and do not’s to help you choose images that represent Povera as well as the artist. At Povera it’s all about the art, not us. We can communicate
TERRIBLE
that through photography by
Good grief! What are they looking at?
making sure we always choose images where the artwork is
IMAGE TREATMENT
28
POVERA GRAPHI C STANDARDS
HOW TO MAKE IT LOOK LIKE US WITHOUT SLAPPING OUR LOGO ON IT. Here at Povera, we use a simple
STEP 1
editing process to help better
Choose an image that follows the rules listed on the previous pages.
integrate photographs into our brand. The next few pages are going to walk you through this process so everything looks nice and consistent. Adhereing to this process requires a basic understanding of image editing software. If
STEP 2
there’s anything you’re
Convert that image to black and white
confused about (like, ‘how do I make an image black and white?’) there are plenty of tutorials available on the web.
IMAGE TREATMENT
29
POVERA GRAPHI C STANDARDS
STEP 3 Create a new layer or shape that is the same size as the photo. Fill it with one of Povera’s official colours.
STEP 4 Change the blending mode of the coloured layer to ‘multiply’ and change the opacity to 90%. Overlay the image. Ta-Da!!