Tyler Brand Identity System

TYLER BRAND IDENTITY SYSTEM - LITE

Presented to: Graystone Properties Art/Creative Direction: MossMedia

A brand that captures your mind gains behavior.

A brand that captures your heart gains commitment.

– Scott Talgo, Brand Strategist

Copyright ©2010 MossMedia, LLC

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Brandmark > Inspired Insignia

Guidelines:

F U L L - C O L O R VA R I AT I O N S 1-2:

• USE PROPORTIONAL SCALING ONLY. • NEVER SKEW, ROTATE, OR DISTORT IN ANY WAY. • DO NOT COLORIZE, GRAYSCALE OR ADJUST CURVES, BRIGHTNESS, OR CONTRAST.

Name: TylerLogo_Insignia&Tag1_4clr

• DROP SHADOW IS OPTIONAL, AND CAN BE REMOVED IN THE *.PSD VERSION

File Formats: *.TIF, *.JPG, *.EPS, *.PDF, *.PSD Guidelines: Primary Brandmark to be used on key marketing communications (e.g. Lookbook, Letterhead, Annual Report).

• ALWAYS LEAVE SAFE AREA AROUND THE BRANDMARK EQUAL TO 1/4 TO 1/2 OF THE DIAMETER OF THE MARK • SPOT VARNISH IS RECOMMENDED FOR KEY PUBLICATIONS ON INSIGNIA AND LOGOTYPE

The New Urban Village

Name: TylerLogo_InsigniaOnly_4clr

EX: SAFE AREA

File Formats: *.TIF, *.JPG, *.EPS, *.PDF Guidelines: Core Insignia to be used as accent or

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Brandmark > Legendary Logotype

Guidelines:

1 & 2 - C O L O R VA R I AT I O N S 3-4:

• USE PROPORTIONAL SCALING ONLY. • NEVER SKEW, ROTATE, OR DISTORT IN ANY WAY.

Name: TylerLogotype&Tag1_2clr File Formats:

• DO NOT COLORIZE, GRAYSCALE OR ADJUST CURVES, BRIGHTNESS, OR CONTRAST. • COLOR OF “TYLER” IN LOGOTYPE CAN BE CHANGED WITHIN OFFICIAL TYLER COLOR SYSTEM, INCLUDED IN THIS DOCUMENT.

*.TIF, *.JPG, *.EPS, *.PDF

The New Urban Village

Guidelines: Secondary Brandmark to be used on

• ALWAYS LEAVE SAFE AREA AROUND THE BRANDMARK EQUAL TO 1/4 TO 1/2 OF THE DIAMETER OF THE MARK.

select marketing communications and 2D applications where inner shadow and drop shadows need not apply.

Name: TylerLogotype_Only_1clr File Formats: *.TIF, *.JPG, *.EPS, *.PDF Guidelines: Logotype used for 1-clr applications only.

EX: INVERTED WITH SAFE AREA

Can be inverted as white over dark

background (example at right)

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Brandmark > Variable Vector

Guidelines:

1 , 2 & 4 - C O L O R VA R I AT I O N S 1-3:

• USE PROPORTIONAL SCALING ONLY. • NEVER SKEW, ROTATE, OR DISTORT IN ANY WAY.

Name: Tyler_Vector_T_4-clr File Formats:

• COLORIZE, GRAYSCALE OR ADJUST MARK TO MEET PROMOTIONAL SPECIFICATIONS ONLY. • COLOR OF MARK CAN BE CHANGED ON 1-CLR VERSION, WITHIN OFFICIAL TYLER COLOR SYSTEM, INCLUDED IN THIS DOCUMENT.

*.EPS, *.PDF Guidelines: Used sparingly! Possible use includes

• ALWAYS LEAVE SAFE AREA AROUND THE BRANDMARK EQUAL TO 1/4 TO 1/2 OF THE DIAMETER OF THE MARK.

specialty applications where scaling up or down is required (e.g. - production of large format signage or promotional items.)

Name: Tyler_Vector_T_1-clr_black File Formats: *.EPS, *.PDF Guidelines:

EX: SCALES VERY SMALL AND TAKES ON ASSIGNED COLOR

Ideal for screen printing, etching, or specialty applications.

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Brandmark > Variable Vector

Guidelines:

1 , 2 & 4 - C O L O R VA R I AT I O N S 1-3:

• USE PROPORTIONAL SCALING ONLY. • NEVER SKEW, ROTATE, OR DISTORT IN ANY WAY.

Name: Tyler_Vector_T_grayscale

• SAFE AREA DOES NOT APPLY TO SCREENED LOGO. APPLY SCREENED LOGO AS NO MORE THAN 10% SOLID.

File Formats: *.EPS, *.PDF Guidelines: Rarely needed. Good for office 1-color flyers and announcements. Use sparingly.

Name: Tyler_Vector_T_1-clr_black (screened 5-10% opacity, cropped, scaled) File Formats: *.EPS, *.PDF Guidelines: Here’s an example of the ONLY logo that can be scaled and screened as background element. Use for select publications and marketing promotions.

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“Color is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in people’s memory and retrieve it from their memory. In a visual system, the two most powerful components are the consistent recognizable shapes and colors. Colors can actually have an affect on a person’s state of mind and cognitive ability as demonstrated by numerous research studies.“ – Derrick Daye, Author of Branding Strategy Insider

One of the key elements of building a strong brand is color selection. Every color has a different feel and various associations. By choosing a color or a combination of colors for your brand identity, you will take on those associations. Colors will evoke certain emotions and feelings towards your brand so it is vital to choose a color that will represent your identity effectively.

20 20 Y=

=5 M

=3

40 C=

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58

M

=1 M 33 C=

K=

0 10 Y= 5

1Y

=3

=6

6

9

K=

K=

2

0

K=

0 1Y =1 M C=

13

M 9 C=

M 17 C=

=2

=3

0

5

Y=

Y=

58

80

K=

30 60 Y=

M 0 C=

M 41 C=

=5

=6

0

9

Y= =2 M 0 C=

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68

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16

Inspiration:

39

Color System > Organic Origins

– Dmitry Fadeyev ©2008

AS APPLIED IN TYLER LOOKBOOK ©2010

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Typefaces > Authentic Attitude “Type is like music in having its own beauty, and in being beautiful as an accompaniment and interpretation; and typography can be used to express a state of the soul, like the other arts and crafts. Type appears at first to be a rigid medium; but like other rigid media, it is plastic to the living spirit of a craftsman.“ – J.H. Mason T Y P E FAC E S :

1

COPPERPLATE 2

(LEGACY)

ROADKILL (FEATURE)

Typeface: “Copperplate is a rather old-fashioned term for prints made by engravings and etchings in printmaking,” says Wikipedia. For the Tyler Village brand, we use the Copperplate typeface sparingly for logotype, occasional headlines and subheads, to maintain a connection to a storied past.

Typeface: OK, so the name doesn’t do this distressed display type justice. We’ve used this tall and narrow grungy typeface as a feature in a new wave of marketing materials, for its modern attitude and iconoclastic boldness. Use for headlines only.

3

Handwriting Dakota

[Spirit]

4

Meta Sans

[Workhorse]

Typeface: Dakota - Handwritten speaks to the friendly, eclectic, and creative community that is Tyler. In the Lookbook for example, Dakota delivers a down to earth message that’s slightly irreverent and all together real. Use for callouts, punch copy, captions, and quotes.

Typeface: According to its designer, Erik Spiekermann, Meta Sans was intended to be a “complete antithesis of Helvetica,” the latter which he found “boring and bland,” according to Wikipedia. For Tyler marketing materials, Meta is a highly flexible and timeless typeface for body, callouts, subheads, and more.

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