Povera Graphic Standards Manual

Page 1

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!!


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