LIMELIGHT THE MANUAL BOOK Copyright © 2014 Limelight Photography Published in 2014 by Limelight Photography A-16-2, Tower A, Mid Valley City, Medan Syed Putra Utara, 59200, Kuala Lumpur. Tel: (011) 555-1234 Fax: (011) 555-6789 enquiries@limelight.com www.limelightphotography.com Art director: Jeanette Ng Designer: Minh Le Printed in Malaysia by Angel Printing House at William’s Place
CONTENTS COMPANY OVERVIEW About Us SWOT Analysis
03 04
BRAND STANDARDS Logo Corporate colors Corporate fonts
07 10 11
CORPORATE IDENTITY SYSTEM Business Card Letterhead Evelope Merchandise Uniform Mascot
PRINTED MEDIA 17 18 19 20 21 22
Poster Leaflet
25 26
AMBIENT ADVERTISING Beauty Shoot Photobooth
29 30
COMPANY OVERVIEW
ABOUT US Limelight was established by Le Do Nguyet Minh and Jeanette Ng because of their shared passion for photography. We are experimental, highly imaginative and masters at the art of lighting. We specialize in indoor fashion photography and offer our services for fashion editorials, portrait shoot, product shoot and even portfolio building for models. We are passionate about capturing photos that grab people’s attention, to produce pictures worthy of the limelight.
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SWOT ANALYSIS STRENGTHS
WEAKNESSES
● Specialize in indoor photography ● Masters at the art of lighting ● Complete control of the environment ● Skillful photographers and designers
● Small existing client base ● Limited human resources and staff ● High capital needed for equipment and props
OPPORTUNITIES
THREATS
● Provide image manipulation as an additional service ● Expand into other areas of photography ● Venture into stock photography ● Development of new technology
● Emerging many competitors ● Price competition ● Changing consumer behavior, new preference
BRAND STANDARDS
LOGO
MASTER LOGO Because Limelight is a professional indoor fashion photography studio, primarily targeting large fashion corporations, top advertising agencies and leading fashion brands, this logo needs to stand out from the competition. This concept explores the glamorous life of fashion. A 1920’s look is applied to the logo to further enhance the concept. The fancy headpieces notably worn by the people of that particular era inspired the icon of the logo. The icon is shaped likewise to replicate the rays of the spotlight. This icon represents our photography style, no photos is left without a touch of glam. An old-Hollywood-glamour typeface is used to complement the style of the overall logo. Metallic bronze is applied to set a warm tone that exhibits class and glamor.
“MORE THAN JUST PICTURES” Our tagline describes our promise to our clients. To us, a picture cannot only look pretty but it can evoke emotions and inspire people. This tagline embodies what Limelight is all about.
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ALTERNATIVE LOGO OPTIONS This logo must be able to go well on a patterned background or a colored background. These are some of the ways the logo can be treated.
Original Look This logo option is to be used for all print materials if copper hot stamping is unavailable. It can be used on a white or black background.
Reverse White This logo option is used to complement any dark background. It can also be used for overprint.
Only Black This logo option is used for black and white printing only.
PROPORTIONS AND REDUCTION Grid It is important that the original proportions of the logo are kept unmodified. This grid will guide you to reproduce the logo in any the size and reproduction means are so that the symbol and logo will always keep the correct proportions and composition. Clear Space The Limelight Logo should occupy its own space. Always maintain a required amount of “free” space surrouding the logo. Use the line of height “x” as an unit of measurement of the area. Minimum Size As the logo becomes smaller, it also becames more difficult to read and recognize. The minimum allowable size is 0.8 inch or 2.03 centimeters in length.
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CORPORATE COLORS Color is an integral part of brand identity. Below are the official colors of the Master Logo:
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75%
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PANTONE 471 U C: M: Y: K:
025 060 075 000
R: 195 G: 120 B: 085
PANTONE P PROCESS BLACK C #C27953
C: M: Y: K:
075 066 065 085
R: 010 G: 015 B: 015
#0A0F0E
CORPORATE FONTS PARK LANE NF
AaBbCc01234 AaBbCc01234 Park lane NF regular
Park Lane NF Bold
ABCDEFGHIJKLMNOP QRSTUVWXYZ 0123456789
ABCDEFGHIJKLMNOP QRSTUVWXYZ 0123456789
A
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CENTURY GOTHIC
AaBbCc01234 AaBbCc01234 Century Gothic Regular
Century Gothic Bold
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
A
CORPORATE IDENTITY SYSTEM
BUSINESS CARD Business cards are reproduced using the specifications given below, and in approved templates. Size: 3.5� x 2� Material: Ivory Pindo Card 230gsm Printing: Front and Back 2 color offset lithography in Pantone 471u with Copper Hot Stamping
LETTERHEAD All corporate letterheads are reproduced using the specifications given below, and in approved templates. Size: A4, 8.27� x 11.69� Type: Century Gothic - 9/12pts, upper and lowercase, flush left allignment, normal spacing. One line space between paragraphs. Material: Simili paper 120gsm Printing: 2 color offset lithography in Pantone 471u
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ENVELOPE Standard mailing envelopes are reproduced using the specifications below, and in approved templates. Size: DL, 4.33� x 8.66� Material: Simili paper 120gsm Printing: 2 color offset lithography in Pantone 471u
MERCHANDISE These are the promotional items available to promote and increase brand awareness of Limelight. It is given at events and to new clientele.
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UNIFORM The official company uniform is a custom black polo t-shirt. This t-shirt must be paired with a smart-casual bottom. LimeLight logo (without tagline) embroidered at left chest 3.3” x 1.82” and tagline embroidered at the black, 10” x 1”. Fabric: Piqué Cotton
MASCOT Our official mascot is the Fashion Feline. She is a Parisian model dressed in an oversized trench coat and a large headpiece that imitates our icon.
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PRINTED MEDIA
POSTER Size: A3, 11.7” x 16.5” ; Material: Super Gloss 210gsm ; Printing: 2 color offset lithography.
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LEAFLET Size: A5, 5.8” x 8.3” Material: Art Paper 157gsm Printing: Front and Back 2 color offset lithography.
AMBIENT ADVERTISING
BEAUTY SHOOT To further advertise Limelight to the public, a collaborative beauty shoot campaign will be launched. This campaign will be in collaboration with make-up brand, Shu Uemura. In conjunction to Shu Uemura’s new product launch, loyalty cardholders will get a complementary photo shoot by Limelight. This campaign will be run in 3 different locations, which are Pavilion KL, 1 Utama and Mid Valley Megamall.
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PHOTOBOOTH
Limelight’s customized photo booth provides instant quality image printing. This photo booth will be placed in the offices of our top clientele to remind people of the joy of photographs.
Thanks.